DEBRIEF FOR PERIOD 5

Rmi TRIOLET & Christophe POTTIER

STRATX

2/28/2003

Copyright 2003 by STRATX

Congratulations !!!

103

Asia/Pacific 1
Asia/Pacific 2

70
166

Europe 1

637 teams survived the

fourth decision round

Europe 2
North America

112

Latin America
Other Countries

100

76
10

56 teams did not submit

their decisions in due time
and thus were disqualified

8%
92%

Still competing

2/28/2003

Copyright 2003 by STRATX

Disqualified at end of Period 5

Shareholders Value Creation

548 teams created shareholders

value and have a Share Price
Index over 1000.
Congratulations !!

14%
86%

SPI > 1000

The other 89 teams destroyed

value and have a SPI below 1000

SPI < 1000

19%
81%

2/28/2003

517 teams now have a higher unit

market share than in Period 0

Copyright 2003 by STRATX

Market Share Increased (%U)

Market Share Decreased (%U)

Brand Portfolio
170 teams introduced a fifth brand during Period 5
340 teams market four brands, 118 teams market three
brands, and 9 teams have not yet introduced a new brand
and still market the initial two brands PEAK and PAPAYA
5 Brands
27%

2 Brands
1%

3 Brands
19%

4 Brands
53%
2/28/2003

Copyright 2003 by STRATX

Management of existing brand PAPAYA

The 20 most successful teams

BRAND CONTRIBUTION IN M$

2/28/2003

Copyright 2003 by STRATX

Management of existing brand PEAK

The 20 most successful teams

BRAND CONTRIBUTION
IN M$

2/28/2003

Copyright 2003 by STRATX

Management of existing brand PLATIN

The 20 most successful teams

BRAND CONTRIBUTION IN M$

2/28/2003

Copyright 2003 by STRATX

Management of brand POET 20 teams

make more than M$ 1 in contribution

BRAND CONTRIBUTION IN M$

2/28/2003

Copyright 2003 by STRATX

The 15 most successful PASEO launches

based on $ market share
No team is having a positive contribution!

2/28/2003

Copyright 2003 by STRATX

Average price of the new brand

PASEO
How to read this chart : 28
teams have set PASEO at
a price of $ 11

Polynomial regression

2/28/2003

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10

Targeted Segments
Average market share in %U by segment

2/28/2003

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11

Share Price Index Top 20 Teams

2/28/2003

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12

Share Price Index

Top 3 Teams in each Region

2/28/2003

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13

Share Price Index

Selection of 20 Teams

2/28/2003

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14

Relationship Between Period 5 EBIT

and SPI

2/28/2003

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15

Relationship Between Cumulative

EBIT and SPI

2/28/2003

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16

Relationship Between
Revenues and SPI

2/28/2003

Copyright 2003 by STRATX

17