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FINANCIAL REPORT FIRM L PERIOD 9

Company Profit & Loss Statement


Revenues
Cost of goods sold
Inventory holding costs
Inventory selling costs
Contribution before marketing
Advertising media
Advertising research
Commercial team costs
Contribution after marketing
Market research studies
Research and development
Interests paid
Exceptional costs or profits
Earnings before taxes
All numbers in thousands of dollars

Period 0
36,284
-18,612
-111
0
17,561
-3,840
-160
-1,224
12,337
-245
0
0
0
12,092

Period 1
41,963
-17,468
-80
0
24,415
-3,750
-750
-1,373
18,542
-375
0
0
0
18,167

Sonites
50,896
-35,148
-1,946
0
13,802
-8,827
-1,900
-6,975
-3,900
-427
0
-4,326

Vodites
35,885
-28,177
-1,263
0
6,444
-4,462
-700
-3,282
-2,000
-349
0
-2,349

Market Contribution
Revenues
Cost of goods sold
Inventory holding costs
Inventory selling costs
Contribution before marketing
Advertising media
Advertising research
Commercial team costs
Contribution after marketing
Market research studies
Research and development
Net contribution
All numbers in thousands of dollars

Product Contribution
Revenues
Cost of goods sold
Inventory holding costs
Inventory selling costs
Contribution before marketing
Advertising media
Advertising research
Commercial team costs
Contribution after marketing
All numbers in thousands of dollars

Lokv

Lever

Sonites

Vodites

22,321
-9,693
0
0
12,628
-2,522
-500
-1,711
7,895

20,533
-14,550
-255
0
5,728
-1,940
-300
-1,601
1,886

Retail and Selling Prices


Rec. retail price
Average retail price
Average selling price

Lovro

LOSOS

Sonites

Sonites

290
276
182

372
364
230

Market Shares
Market share - Unit
Market share - Value

Lokv

Lever

Sonites

Vodites

2.9%
4.9%

7.0%
7.3%

Distribution Coverage and Volume Sold

Distribution Coverage (% outlets


Specialty Stores
Lero
Lever
Lokv
LOSOS
Lova
Lovro

Vodites
Vodites
Sonites
Sonites
Sonites
Sonites

30%
37%
38%
38%
39%
44%

Sales, Production and Inventory


Volume sold
Planned production
Actual production
Inventory at beginning of period
Inventory at end of period
All numbers in thousands of units

Lokv

Lever

Sonites

Vodites

76
60
72
4
0

64
15
12
67
14

Unit Cost, COGS and Inventory Holding Cost


Lokv

Lever

Sonites

Vodites

Volume sold
76
64
Unit cost (current)
126
221
Unit cost (average)
128
227
Cost of goods sold
9,693
14,550
Inventory at end of period
0
14
Inventory holding costs
0
255
All numbers in thousand of units, except unit costs in $ and Cost of goods sold in thousands of dollars

Research and Development Projects


MARKET : SONITES
Popaj
Poriluk
porko
Polo
POLOCK
POLOOP

Available since
No. of Features
Period
8
7
4
2
0
0

7
11
12
5
18
13

Unit costs are given in $. Cumulative budget and Budget required for completion are given in thousands of $. Physica

MARKET : VODITES
Pen
Pepa PIG

Available since
Period

Resolution

6
5

44
65

Unit costs are given in $. Cumulative budget and Budget required for completion are given in thousands of $. Physica

Period 2
41,435
-16,923
-79
0
24,433
-3,730
-750
-1,635
18,318
-382
-900
0
0
17,036

Period 3
62,470
-46,192
-8
0
16,271
-4,103
-800
-2,529
8,839
-390
0
0
-188
8,261

Period 4
34,950
-40,643
0
0
-5,693
-3,675
-500
-1,978
-11,846
-724
-1,040
0
-21
-13,630

Period 5
62,743
-63,718
-480
0
-1,455
-6,030
-800
-2,953
-11,238
-752
-10,230
0
0
-22,219

Lero

LOSOS

Lova

Lovro

Vodites

Sonites

Sonites

Sonites

15,352
-13,627
-1,008
0
716
-2,522
-400
-1,681
-3,886

13,634
-8,632
-9
0
4,992
-1,552
-500
-1,684
1,256

10,674
-12,960
-5
0
-2,290
-2,328
-400
-1,602
-6,621

4,266
-3,863
-1,931
0
-1,528
-2,425
-500
-1,978
-6,431

Period 6
73,780
-63,191
-495
0
10,093
-5,977
-800
-3,150
167
-782
-3,810
0
0
-4,426

Period 7
60,210
-45,775
-5,029
0
9,406
-7,818
-1,200
-5,590
-5,202
-783
-1,030
0
0
-7,015

Lever

Lero

Lokv

Lova

Vodites

Vodites

Sonites

Sonites

510
489
320

448
419
284

468
455
294

230
221
145

Lero

LOSOS

Lova

Lovro

Vodites

Sonites

Sonites

Sonites

5.9%
5.3%

2.2%
3.1%

2.8%
2.3%

0.9%
0.9%

Distribution Coverage (% outlets)


Mass
Online Stores
Merchandisers
39%
28%
23%
30%
12%
38%
11%
37%
13%
39%
21%
30%

Specialty Stores
11,962
27,596
38,860
39,282
31,560
9,168

Total Number of Outlets

8,222

Lero

LOSOS

Lova

Lovro

Vodites

Sonites

Sonites

Sonites

54
0
0
109
54

59
38
33
27
1

74
80
74
0
0

23
0
0
171
148

Lero

LOSOS

Lova

Lovro

Vodites

Sonites

Sonites

Sonites

59
143
146
8,632
1
9

74
176
176
12,960
0
5

23
163
165
3,863
148
1,931

54
231
252
13,627
54
1,008
st of goods sold in thousands of dollars

Volume sold
Mass
Online Stores
Merchandisers
26,816
15,333
17,378
19,180
6,062
30,917
4,042
15,842
14,439
27,636
7,940
6,328

7,333

1,222

Design Index

Battery Life

Display Size

Processing
Power

Desired base
cost

Minimum base
cost

8
8
4
8
3
8

44
50
74
48
75
40

30
19
32
33
25
40

71
53
81
50
12
75

167
137
181
299
89
205

167
136
178
141
78
184

red for completion are given in thousands of $. Physical characteristics are given in the appropriate units: Kg, kHz, hours, etc.
Energy
Efficiency

Carbon
Footprint

Connectivity

No. of Apps

Desired base
cost

Minimum base
cost

63
55

21
33

7
6

20
59

273
279

273
275

red for completion are given in thousands of $. Physical characteristics are given in the appropriate units: Kg, kHz, hours, etc.

Period 8
62,185
-44,323
-5,797
0
12,065
-8,806
-1,400
-6,537
-4,677
-798
-1,200
0
0
-6,675

Period 9
86,781
-63,325
-3,209
0
20,247
-13,289
-2,600
-10,257
-5,900
-814
0
0
0
-6,714

Period 10

Cumulative
562,800
-420,169
-15,289
0
127,343
-61,018
-9,760
-37,225
19,339
-6,044
-18,210
0
-209
-5,124

me sold

Required budget
Cumulative
for completion allocated budget
0
0
0
0
0
0

1,200
1,030
1,040
900
1,500
2,500

Required budget
Cumulative
for completion allocated budget
0
0

3,810
10,230

INDUSTRY DASHBOARD PERIOD 9

Share Price
Net
Revenues
Index
contribution
9
L
814
86,781
-6,714
9
M
1,963
141,611
24,635
9
N
2,194
237,403
62,196
9
R
520
45,695
-10,801
9
S
1,024
81,733
7,441
9
T
1,711
161,387
20,213
8
L
586
62,185
-6,675
8
M
1,830
115,863
9,655
8
N
2,003
215,855
51,314
8
R
712
56,790
-8,921
8
S
1,066
74,748
3,545
8
T
1,598
120,710
26,704
7
L
571
60,210
-7,015
7
M
1,674
89,164
799
7
N
1,341
134,639
17,530
7
R
740
46,025
-6,806
7
S
1,337
89,859
10,337
7
T
1,820
136,142
37,134
6
L
700
73,780
-4,426
6
M
2,145
107,694
14,067
6
N
897
75,547
-8,642
6
R
857
46,643
-35,626
6
S
1,450
96,737
16,489
6
T
1,751
125,795
30,396
5
L
593
62,743
-22,219
5
M
3,207
171,811
92,981
5
N
695
40,578
4,283
5
R
978
61,535
15,392
5
S
1,493
86,190
14,316
5
T
1,646
108,735
29,008
Revenues, Net Contribution and Retail sales are given in thousands of dollars. Volume sold is given in thousands of u
Period

Firm

Market share Market share Retail sales


Value
Unit
11.7%
132,851
9.9%
18.6%
211,234
18.5%
31.6%
358,216
29.4%
6.1%
68,918
5.1%
10.7%
121,604
11.0%
21.2%
240,046
26.2%
9.8%
95,622
7.8%
17.9%
174,834
17.1%
33.5%
327,005
30.5%
8.8%
86,244
7.6%
11.5%
112,748
12.1%
18.5%
180,600
24.9%
11.0%
93,181
9.5%
16.1%
136,253
14.2%
24.1%
204,053
22.9%
8.3%
70,637
7.2%
16.2%
136,695
15.7%
24.2%
205,133
30.5%
14.2%
114,247
14.0%
20.7%
166,662
15.8%
14.3%
115,364
14.5%
8.9%
71,729
7.7%
18.4%
148,224
17.8%
23.6%
190,234
30.1%
11.8%
96,728
16.1%
32.6%
266,896
22.2%
7.6%
62,419
6.9%
11.6%
94,924
10.7%
16.3%
132,993
17.4%
20.1%
164,285
26.7%
ds of dollars. Volume sold is given in thousands of units.

Volume sold
350
655
1,042
180
388
930
233
515
915
229
363
749
246
370
596
187
407
792
344
388
355
188
437
738
384
527
165
255
412
633

MARKET REPORT SONITES MARKET PERIOD 9


Retail Sales and Volume Sold
MARKET : SONITES
Lokv
LOSOS
Lova
Lovro
MOKA
MOPRO
MOST
MOVE
NOLLA
NORBIT
NOVA
NOVICE
ROCK
ROEX
ROKO
ROLL
ROYAL
SODA
SOFT
SOLO
SOSA
TONE
TOPS
TORO
Total
TOWN

Launched in Market share Period


Value
8
4.9%
5
3.1%
9
2.3%
3
0.9%
5
6.6%
6
4.5%
0
3.7%
0
0.6%
6
8.5%
4
10.8%
0
3.8%
6
7.3%
0
1.0%
6
0.0%
5
0.5%
0
1.9%
3
1.0%
4
0.5%
0
2.7%
0
0.6%
3
4.6%
0
13.6%
0
1.9%
4
9.5%
4
4.0%
4
1.0%

Retail sales
34,485
21,565
16,286
6,474
46,507
31,883
26,121
4,570
59,736
76,103
26,986
51,298
7,257
278
3,452
13,705
7,196
3,758
18,743
4,439
32,552
95,254
13,155
66,986
28,428
7,106

Retail sales are given in thousands of dollars. Volume sold is given in thousands of units. Retail price and Base cost a
If the table above is empty, it means that no offerings are marketed yet in the Sonites market

Physical Characteristics
MARKET : SONITES
Lokv
LOSOS
Lova
Lovro
MOKA
MOPRO
MOST
MOVE
NOLLA
NORBIT
NOVA
NOVICE

Launched in
Period
8
5
9
3
5
6
0
0
6
4
0
6

No. of
Features
11
12
7
5
9
13
8
16
7
10
13
8

Design Index
8
4
8
8
6
7
8
7
8
8
7
7

ROCK
ROEX
ROKO
ROLL
ROYAL
SODA
SOFT
SOLO
SOSA
TONE
TOPS
TORO
Total
TOWN

0
6
5
0
3
4
0
0
3
0
0
4
4
4

9
13
13
13
8
17
7
13
7
10
9
9
15
13

7
4
8
8
8
9
8
8
8
7
8
8
7
4

Retail price and Base cost are given in dollar. Physical characteristics are given in the appropriate units: Kg, kHz, hou
If the table above is empty, it means that no offerings are marketed yet in the Sonites market

Variation
10,851
3,038
-3,392
16,355
-5,567
4,626
-2,388
12,480
-23,853
-3,122
11,653
-2,721
-2,355
-4,312
-7,568
-218
-1,474
4,379
-3,513
-3,126
24,566
10,226
-4,128
5,114
-690

Market share Unit


2.9%
2.2%
2.8%
0.9%
9.1%
2.5%
4.3%
0.4%
9.8%
6.2%
2.2%
10.0%
1.4%
0.0%
0.3%
1.2%
1.0%
0.4%
3.5%
0.4%
5.3%
18.2%
1.1%
10.9%
2.1%
0.7%

Volume sold

Variation

76
59
74
23
240
67
114
10
258
164
58
264
36
1
7
31
27
10
93
10
140
480
29
287
56
19

24
9
-13
84
-12
18
-6
54
-52
-6
60
-13
-7
-9
-15
-2
-3
22
-7
-15
124
22
-18
6
-3

Rec. retail
price
468
372
230
290
210
495
240
470
243
479
485
210
217
280
490
460
280
400
215
453
245
215
475
245
530
373

n in thousands of units. Retail price and Base cost are given in dollar.
ed yet in the Sonites market

Battery Life

Display Size

50
74
44
48
34
69
48
72
47
51
67
28

19
32
30
33
18
33
27
33
27
21
35
18

Processing
Power
53
81
71
50
27
83
66
71
77
57
85
33

Rec. retail
price
468
372
230
290
210
495
240
470
243
479
485
210

Base Cost
137
181
167
299
118
196
171
199
175
144
196
100

Base Cost
134
177
164
293
116
192
168
195
172
141
192
98
90
172
162
201
160
196
168
201
168
100
137
185
194
192

35
75
48
40
48
72
48
40
48
34
49
46
62
78

17
32
21
40
27
30
25
40
25
20
21
27
34
40

tics are given in the appropriate units: Kg, kHz, hours, etc.
ed yet in the Sonites market

26
77
70
75
69
80
75
75
75
33
55
84
84
84

217
280
490
460
280
400
215
453
245
215
475
245
530
373

92
175
165
205
163
200
171
205
171
102
140
189
198
196

New

MARKET REPORT VODITES MARKET PERIOD 9


Retail Sales and Volume Sold
MARKET : VODITES
Lero
Lever
MECOOL
MEINN
NETA
NETX
RESCUE
REX
SEVO
TECH1

Launched in Market share Period


Value
7
5.3%
6
7.3%
6
6.5%
4
17.3%
7
17.7%
8
15.9%
8
3.2%
8
5.4%
6
14.6%
7
6.8%

Retail sales
22,697
31,343
28,041
74,112
75,561
68,532
13,899
23,131
62,112
29,117

Retail sales are given in thousands of dollars. Volume sold is given in thousands of units. Retail price and Base cost a
If the table above is empty, it means that no offerings are marketed yet in the Vodites market

Physical Characteristics
MARKET : VODITES
Lero
Lever
MECOOL
MEINN
NETA
NETX
RESCUE
REX
SEVO
TECH1

Launched in
Period
7
6
6
4
7
8
8
8
6
7

Resolution
44
65
66
52
51
70
70
48
55
54

Energy
Efficiency
63
55
57
63
61
59
59
63
50
62

Retail price and Base cost are given in dollar. Physical characteristics are given in the appropriate units: Kg, kHz, hou
If the table above is empty, it means that no offerings are marketed yet in the Vodites market

Variation
2,276
8,170
-3,718
27,092
14,375
19,679
-4,279
4,127
12,590
24,358

Market share Unit


5.9%
7.0%
6.1%
18.4%
18.4%
14.2%
3.0%
5.6%
14.9%
6.6%

Volume sold

Variation

54
64
56
168
168
130
27
51
136
60

4
19
-7
62
32
38
-8
7
28
49

Rec. retail
price
448
510
524
470
480
545
530
485
490
517

n in thousands of units. Retail price and Base cost are given in dollar.
ed yet in the Vodites market

Carbon
Footprint
21
33
34
22
22
35
33
21
47
21

Connectivity

No. of Apps

7
6
6
6
6
7
7
6
6
6

20
59
57
42
41
58
55
39
30
42

tics are given in the appropriate units: Kg, kHz, hours, etc.
ed yet in the Vodites market

Rec. retail
price
448
510
524
470
480
545
530
485
490
517

Base Cost
273
279
282
279
274
295
297
274
228
281

Base Cost
267
274
276
273
269
289
291
269
224
275

INDUSTRY BENCHMARKING PERIOD 9


If the tables below are empty, it means that the Benchmarking study was not purchased this period

Company Profit & Loss Statements


Revenues
Cost of goods sold
Inventory holding costs
Inventory selling costs
Contribution before marketing
Advertising media
Advertising research
Commercial team costs
Contribution after marketing
Market research studies
Research and development
Interests paid
Exceptional costs or profits
Earnings before taxes
All numbers in thousands of dollars

L
86,781
-63,325
-3,209
0
20,247
-13,289
-2,600
-10,257
-5,900
-814
0
0
0
-6,714

M
141,611
-91,280
-214
0
50,117
-12,012
-1,260
-11,396
25,449
-814
0
0
0
24,635

N
237,403
-134,765
-731
-4
101,903
-19,735
-1,650
-17,547
62,971
-776
0
0
0
62,196

L
50,896
-35,148
-1,946
0
13,802
-8,827
-1,900
-6,975
-3,900
-427
0
-4,326

M
73,022
-44,761
-211
0
28,050
-8,125
-860
-7,650
11,415
-427
0
10,989

N
142,153
-71,193
-731
-4
70,225
-13,335
-1,100
-11,862
43,928
-427
0
43,501

L
35,885
-28,177
-1,263
0
6,444
-4,462
-700
-3,282
-2,000
-349
0

M
68,589
-46,519
-3
0
22,067
-3,887
-400
-3,746
14,034
-349
0

N
95,250
-63,572
0
0
31,679
-6,400
-550
-5,685
19,044
-349
0

Company Profit & Loss Statements by Market


MARKET : SONITES
Revenues
Cost of goods sold
Inventory holding costs
Inventory selling costs
Contribution before marketing
Advertising media
Advertising research
Commercial team costs
Contribution after marketing
Market research studies
Research and development
Net contribution
All numbers in thousands of dollars
MARKET : VODITES
Revenues
Cost of goods sold
Inventory holding costs
Inventory selling costs
Contribution before marketing
Advertising media
Advertising research
Commercial team costs
Contribution after marketing
Market research studies
Research and development

Net contribution
All numbers in thousands of dollars

-2,349

13,685

18,695

R
45,695
-35,710
-3,176
-30
6,779
-6,477
-120
-10,169
-9,987
-814
0
0
0
-10,801

S
81,733
-45,872
-3,807
0
32,054
-9,976
-410
-13,412
8,255
-814
0
0
0
7,441

T
161,387
-94,967
-810
-3,262
62,348
-25,916
-2,045
-14,175
20,213
0
0
0
0
20,213

R
21,147
-13,660
-1,540
-30
5,917
-3,467
-80
-6,725
-4,354
-427
0
-4,781

S
39,438
-24,379
-3,801
0
11,258
-7,482
-320
-10,372
-6,916
-427
0
-7,343

T
141,668
-77,968
-175
-1
63,523
-20,752
-1,345
-11,991
29,435
0
0
29,435

R
24,548
-22,051
-1,635
0
862
-3,010
-40
-3,444
-5,633
-349
0

S
42,295
-21,492
-6
0
20,796
-2,494
-90
-3,040
15,172
-349
0

T
19,718
-16,999
-635
-3,260
-1,175
-5,164
-700
-2,183
-9,222
0
0

-5,982

14,823

-9,222

CONSUMER SURVEY SONITES MARKET PERIOD 9

If some of the tables below are empty, it means that the corresponding study was not purchased this period, or that no offerin

Brand Awareness
MARKET : SONITES
Lokv
LOSOS
Lova
Lovro
MOKA
MOPRO
MOST
MOVE
NOLLA
NORBIT
NOVA
NOVICE
ROCK
ROEX
ROKO
ROLL
ROYAL
SODA
SOFT
SOLO
SOSA
TONE
TOPS
TORO
Total
TOWN

L
L
L
L
M
M
M
M
N
N
N
N
R
R
R
R
R
S
S
S
S
T
T
T
T
T

Average
17%
20%
13%
46%
38%
23%
55%
45%
45%
45%
48%
46%
43%
11%
20%
38%
32%
33%
54%
49%
45%
52%
41%
41%
24%
16%

Explorers
23%
74%
15%
44%
36%
33%
52%
53%
49%
57%
57%
48%
39%
24%
22%
44%
29%
42%
52%
59%
44%
45%
51%
39%
34%
74%

L
L
L
L
M
M
M
M
N
N
N

Average
3%
3%
3%
1%
9%
3%
4%
0%
11%
5%
2%

Explorers
0%
51%
0%
0%
0%
0%
0%
1%
0%
1%
1%

Purchase Intentions
MARKET : SONITES
Lokv
LOSOS
Lova
Lovro
MOKA
MOPRO
MOST
MOVE
NOLLA
NORBIT
NOVA

NOVICE
ROCK
ROEX
ROKO
ROLL
ROYAL
SODA
SOFT
SOLO
SOSA
TONE
TOPS
TORO
Total
TOWN

N
R
R
R
R
R
S
S
S
S
T
T
T
T
T

11%
1%
0%
0%
2%
1%
0%
4%
0%
5%
17%
1%
7%
4%
2%

0%
0%
2%
0%
1%
0%
2%
0%
3%
0%
0%
1%
0%
1%
35%

Total

100%

100%

MARKET : SONITES
Mass Merchandisers
Online Stores
Specialty Stores

Explorers
19%
24%
57%

Shoppers
40%
28%
32%

Total

100%

100%

Shopping Habits

CONSUMER PANEL SONITES MARKET PERIOD 9


Market Shares by Consumer Segment (based on volume)
MARKET : SONITES
Lokv
LOSOS
Lova
Lovro
MOKA
MOPRO
MOST
MOVE
NOLLA
NORBIT
NOVA
NOVICE
ROCK
ROEX
ROKO
ROLL

L
L
L
L
M
M
M
M
N
N
N
N
R
R
R
R

Total
3%
2%
3%
1%
9%
3%
4%
0%
10%
6%
2%
10%
1%
0%
0%
1%

Explorers
0%
62%
0%
1%
0%
1%
0%
2%
0%
1%
1%
0%
0%
1%
0%
1%

ROYAL
SODA
SOFT
SOLO
SOSA
TONE
TOPS
TORO
Total
TOWN

R
S
S
S
S
T
T
T
T
T

1%
0%
4%
0%
5%
18%
1%
11%
2%
1%

0%
3%
0%
4%
0%
0%
1%
0%
1%
20%

Total

100%

100%

L
L
L
L
M
M
M
M
N
N
N
N
R
R
R
R
R
S
S
S
S
T
T
T
T
T

Total
76
59
74
23
240
67
114
10
258
164
58
264
36
1
7
31
27
10
93
10
140
480
29
287
56
19

Explorers
0
57
0
1
0
0
0
1
0
1
1
0
0
1
0
1
0
3
0
4
0
0
1
0
0
19

Total

2,633

90

Volume Sold by Consumer Segment


MARKET : SONITES
Lokv
LOSOS
Lova
Lovro
MOKA
MOPRO
MOST
MOVE
NOLLA
NORBIT
NOVA
NOVICE
ROCK
ROEX
ROKO
ROLL
ROYAL
SODA
SOFT
SOLO
SOSA
TONE
TOPS
TORO
Total
TOWN

All numbers in thousands of units

DISTRIBUTION PANEL SONITES MARKET PERIOD 9


Sales and Market Shares by Channel (based on volume)

L
L
L
L
M
M
M
M
N
N
N
N
R
R
R
R
R
S
S
S
S
T
T
T
T
T

5%
5%
4%
1%
3%
4%
6%
1%
12%
10%
3%
4%
1%
0%
1%
2%
1%
1%
2%
1%
7%
6%
2%
14%
3%
2%

Market share - Unit


Mass
Merchandisers
1%
0%
1%
1%
15%
1%
4%
0%
7%
2%
1%
15%
2%
0%
0%
1%
1%
0%
4%
0%
5%
29%
0%
8%
1%
0%

Total

100%

100%

MARKET : SONITES
Lokv
LOSOS
Lova
Lovro
MOKA
MOPRO
MOST
MOVE
NOLLA
NORBIT
NOVA
NOVICE
ROCK
ROEX
ROKO
ROLL
ROYAL
SODA
SOFT
SOLO
SOSA
TONE
TOPS
TORO
Total
TOWN

Specialty Stores

Distribution Coverage and Number of Outlets in each Channel


MARKET : SONITES
Lokv
LOSOS
Lova
Lovro
MOKA
MOPRO
MOST

Specialty Stores
L
L
L
L
M
M
M

38%
38%
39%
44%
24%
41%
40%

Distribution Coverage (% outlets)


Mass
Merchandisers
12%
11%
13%
21%
29%
16%
26%

MOVE
NOLLA
NORBIT
NOVA
NOVICE
ROCK
ROEX
ROKO
ROLL
ROYAL
SODA
SOFT
SOLO
SOSA
TONE
TOPS
TORO
Total
TOWN

M
N
N
N
N
R
R
R
R
R
S
S
S
S
T
T
T
T
T

39%
49%
50%
48%
36%
20%
13%
37%
37%
24%
50%
14%
51%
44%
34%
33%
55%
27%
19%

12%
29%
30%
20%
34%
20%
4%
16%
13%
20%
13%
32%
17%
31%
38%
11%
33%
12%
3%

SEMANTIC SCALES SONITES MARKET PERIOD 9


Brand Perceptions - On a scale from 1 (Low) to 7 (High)
MARKET : SONITES
Lokv
LOSOS
Lova
Lovro
MOKA
MOPRO
MOST
MOVE
NOLLA
NORBIT
NOVA
NOVICE
ROCK
ROEX
ROKO
ROLL
ROYAL
SODA
SOFT
SOLO

L
L
L
L
M
M
M
M
N
N
N
N
R
R
R
R
R
S
S
S

No. of Features

Design Index

3.3
3.9
1.8
1.5
2.6
4.3
2.2
5.5
1.7
2.9
4.3
2.1
5.4
4.3
4.3
4.3
2.9
5.8
2.0
4.3

5.4
2.4
6.2
5.2
4.0
5.1
5.7
4.8
5.0
5.7
5.2
4.8
1.8
1.6
5.7
5.7
4.4
5.7
4.9
5.9

SOSA
TONE
TOPS
TORO
Total
TOWN

S
T
T
T
T
T

1.7
2.6
2.7
2.4
4.6
4.4

5.7
4.7
5.9
5.2
5.1
2.3

Ideal Values for each Segment - On a scale from 1 (Low) to 7 (High)


Segment
Explorers
High Earners
Professionals
Savers
Shoppers
Explorers
High Earners
Professionals
Savers
Shoppers
Explorers
High Earners
Professionals
Savers
Shoppers
Explorers
High Earners
Professionals
Savers
Shoppers
Explorers
High Earners
Professionals
Savers
Shoppers

Period No. of Features


9
9
9
9
9
8
8
8
8
8
7
7
7
7
7
6
6
6
6
6
5
5
5
5
5

Design Index

3.9
3.2
4.2
2.9
2.6
4.0
3.2
4.3
2.8
2.5
4.1
3.2
4.4
2.8
2.4
4.2
3.2
4.5
2.8
2.3
4.3
3.2
4.6
2.7
2.2

2.9
5.5
5.0
4.3
5.1
2.7
5.6
5.1
4.2
5.1
2.6
5.6
5.1
4.1
5.1
2.4
5.6
5.1
4.0
5.1
2.3
5.7
5.2
3.9
5.2

No. of Features

Design Index

1.4

4.0

Importance of characteristics
On a scale from 1 (not important) to 10 (very important).

MULTIDIMENSIONAL SCALING SONITES MARKET PERIOD 9


Brand Perceptions - On a scale from -20 (Low) to +20 (High)

Building a perceptual map requires many data points. Hence, this study will not be available until several brands are mar
MARKET : SONITES
Lokv
LOSOS
Lova
Lovro
MOKA
MOPRO
MOST
MOVE
NOLLA
NORBIT
NOVA
NOVICE
ROCK
ROEX
ROKO
ROLL
ROYAL
SODA
SOFT
SOLO
SOSA
TONE
TOPS
TORO
Total
TOWN

L
L
L
L
M
M
M
M
N
N
N
N
R
R
R
R
R
S
S
S
S
T
T
T
T
T

Economy
-10
-6
12
7
13
-15
10
-11
13
-10
-14
13
12
0
-12
-14
10
-10
13
-10
11
12
-13
12
-15
-2

Performance
-1
9
8
4
-7
14
7
5
7
-2
13
-7
-10
11
2
13
5
7
6
13
6
-7
-1
7
14
11

Ideal Values for each Segment - On a scale from -20 (Low) to +20 (High)
Segment
Explorers
High Earners
Professionals
Savers
Shoppers
Explorers
High Earners
Professionals
Savers
Shoppers

Period
9
9
9
9
9
8
8
8
8
8

Economy
-5
-10
-17
13
13
-4
-10
-16
13
12

Performance
10
-2
14
-5
8
10
-1
14
-6
8

Explorers
High Earners
Professionals
Savers
Shoppers
Explorers
High Earners
Professionals
Savers
Shoppers
Explorers
High Earners
Professionals
Savers
Shoppers

7
7
7
7
7
6
6
6
6
6
5
5
5
5
5

-2
-11
-16
13
12
-1
-11
-15
13
11
0
-11
-14
13
11

11
0
14
-7
7
11
1
13
-7
6
12
2
13
-8
6

Influence of Product Characteristics on Perceptual Dimensions


MARKET : SONITES
No. of Features
Design Index
Battery Life
Display Size
Processing Power
Price

Economy
Very Strong

Performance
Moderate
Moderate
-

COMPETITIVE ADVERTISING SONITES MARKET PERIOD 9


Estimated Advertising Expenditures (in thousand dollars) By Firm and Consumer Segment
MARKET : SONITES
L
M
N
R
S
T
Total

Total
Explorers
10,710
2,090
8,850
770
14,450
1,300
3,690
350
7,750
790
22,230
3,790
67,680
9,090
All numbers in thousands of dollars

Estimated Advertising Expenditures (in thousand dollars) By Brand and Consumer Segment
MARKET : SONITES
Lokv
LOSOS
Lova
Lovro
MOKA

L
L
L
L
M

Total
3,080
2,080
2,720
2,830
2,650

Explorers
290
1,320
240
240
220

MOPRO
MOST
MOVE
NOLLA
NORBIT
NOVA
NOVICE
ROCK
ROEX
ROKO
ROLL
ROYAL
SODA
SOFT
SOLO
SOSA
TONE
TOPS
TORO
Total
TOWN

M
M
M
N
N
N
N
R
R
R
R
R
S
S
S
S
T
T
T
T
T

Total

1,960
2,600
1,640
4,080
4,270
1,940
4,160
1,110
0
560
1,010
1,010
1,270
2,590
1,640
2,250
4,900
4,950
4,900
4,320
3,160

170
220
160
380
380
160
380
100
0
50
100
100
110
310
160
210
450
460
450
390
2,040

67,680
9,090
All numbers in thousands of dollars

COMPETITIVE COMMERCIAL TEAMS SONITES MARKET PERIOD 9


Estimated Commercial Team Size (in full-time equivalent) By Firm and Channel
MARKET : SONITES

Total Specialty Stores


L
M
N
R
S
T
Total

257
288
459
244
395
440
2,083

122
112
153
92
160
128
767

Estimated Commercial Team Size (in full-time equivalent) By Brand and Channel
MARKET : SONITES
Lokv
LOSOS
Lova
Lovro
MOKA
MOPRO

Total Specialty Stores


L
L
L
L
M
M

63
62
59
73
75
73

30
30
28
34
15
35

MOST
MOVE
NOLLA
NORBIT
NOVA
NOVICE
ROCK
ROEX
ROKO
ROLL
ROYAL
SODA
SOFT
SOLO
SOSA
TONE
TOPS
TORO
Total
TOWN

M
M
N
N
N
N
R
R
R
R
R
S
S
S
S
T
T
T
T
T

80
60
112
139
101
107
49
12
65
63
55
100
90
95
110
164
54
164
40
18

30
32
37
44
48
24
12
5
30
30
15
60
5
60
35
23
24
54
16
11

Total

2,083

767

ADVERTISING EXPERIMENT SONITES MARKET PERIOD 9


Expected Change in Brand Awareness
MARKET : SONITES

Explorers

Shoppers

Explorers

Shoppers

Expected Change in unit Market Share (%U)


MARKET : SONITES

Expected Change in Contribution (in K$)


MARKET : SONITES

Total

COMMERCIAL TEAM EXPERIMENT SONITES MARKET PERIOD 9


Expected Change in Number of Distributors
MARKET : SONITES

Specialty Stores

Mass
Merchandisers

Specialty Stores

Mass
Merchandisers

Expected Change in unit Market Share (%U)


MARKET : SONITES

Expected Change in Contribution (in K$)


MARKET : SONITES

Total

MARKET FORECAST SONITES MARKET PERIOD 9


Expected Market Size and Growth Rate by Consumer Segment
Market Size (in thousands of units)
MARKET : SONITES

Period 9

Period 10

Explorers
93
85
Shoppers
977
1,047
Professionals
211
194
High Earners
287
278
Savers
1,065
1,195
Total
2,633
2,799
If the market is not created yet, the table above shows the potential market size in one and five periods, if a brand w

CONJOINT ANALYSIS SONITES MARKET PERIOD 9


Relative Importance of Price and Physical Characteristics
MARKET : SONITES

Explorers

Shoppers

Total

0.0%

Levels and Utilities


_Conjoint
MARKET : SONITES

Level Utility

0.0%

s not purchased this period, or that no offerings are marketed yet in the Sonites market

Shoppers
12%
18%
19%
61%
24%
19%
62%
42%
62%
39%
45%
32%
44%
11%
18%
37%
41%
29%
54%
46%
51%
49%
37%
54%
19%
13%

Professionals
17%
25%
12%
38%
30%
63%
47%
57%
41%
49%
75%
41%
36%
12%
20%
53%
26%
43%
45%
71%
38%
44%
50%
36%
70%
20%

High Earners
60%
27%
13%
42%
33%
28%
50%
72%
44%
84%
59%
44%
38%
13%
35%
49%
28%
65%
48%
66%
40%
46%
74%
38%
30%
23%

Savers
10%
14%
8%
36%
53%
17%
52%
38%
31%
38%
41%
60%
46%
10%
17%
33%
25%
25%
57%
42%
42%
58%
33%
31%
17%
11%

Shoppers
0%
0%
9%
1%
0%
0%
11%
0%
30%
0%
0%

Professionals
0%
0%
0%
0%
0%
30%
0%
1%
0%
0%
20%

High Earners
33%
0%
0%
0%
0%
0%
0%
3%
0%
46%
0%

Savers
0%
0%
0%
1%
22%
0%
1%
0%
1%
0%
0%

0%
0%
0%
0%
0%
3%
0%
11%
0%
13%
0%
0%
20%
0%
0%

0%
0%
0%
0%
14%
0%
1%
0%
1%
0%
0%
0%
0%
33%
0%

0%
0%
0%
3%
0%
0%
1%
0%
0%
0%
0%
12%
0%
0%
0%

26%
2%
0%
0%
0%
1%
0%
1%
0%
1%
43%
0%
1%
0%
0%

100%

100%

100%

100%

Professionals
33%
31%
36%

High Earners
21%
35%
43%

Savers
64%
23%
12%

100%

100%

100%

Shoppers
0%
0%
7%
2%
0%
0%
11%
0%
26%
0%
0%
0%
0%
0%
0%
0%

Professionals
0%
0%
0%
0%
0%
31%
0%
1%
0%
0%
25%
0%
0%
0%
0%
13%

High Earners
26%
0%
0%
0%
0%
0%
0%
2%
0%
56%
0%
0%
0%
0%
2%
0%

Savers
0%
0%
0%
1%
22%
0%
1%
0%
0%
0%
0%
25%
3%
0%
0%
0%

2%
0%
8%
0%
13%
0%
0%
29%
0%
0%

0%
1%
0%
2%
0%
0%
0%
0%
26%
0%

0%
1%
0%
0%
0%
0%
9%
0%
0%
0%

0%
0%
1%
0%
1%
45%
0%
1%
0%
0%

100%

100%

100%

100%

Shoppers
0
1
73
15
1
0
105
1
253
1
1
2
3
0
0
1
22
1
83
1
131
3
1
279
0
0

Professionals
0
0
0
0
0
66
0
1
0
1
53
0
0
0
0
28
0
1
0
4
0
0
1
0
55
0

High Earners
75
0
0
1
0
1
0
6
0
161
1
0
0
0
7
1
0
4
0
1
0
0
26
0
0
0

Savers
0
1
1
6
239
0
8
1
4
1
1
262
33
0
0
1
4
1
10
1
8
477
1
7
0
0

978

210

284

1,067

Market share - Unit


Online Stores

Specialty Stores

4%
2%
3%
1%
8%
3%
3%
0%
11%
8%
3%
9%
1%
0%
0%
1%
1%
0%
4%
0%
4%
16%
2%
12%
3%
0%

38,860
39,282
31,560
9,168
21,413
31,050
45,667
5,377
92,129
75,958
26,133
28,015
4,437
565
3,810
14,169
8,001
5,373
16,351
5,986
55,852
44,362
13,844
104,788
23,618
14,790

100%

0%

760,558

Distribution Coverage (% outlets)


Online Stores

Specialty Stores

38%
37%
39%
30%
40%
37%
25%

3,115
3,084
3,224
3,582
1,960
3,362
3,305

Volume sold
Mass
Online Stores
Merchandisers
6,062
30,917
4,042
15,842
14,439
27,636
7,940
6,328
152,153
66,434
11,622
24,106
41,722
26,968
1,109
3,525
77,621
88,250
22,882
65,607
10,398
21,211
158,481
77,504
20,290
11,308
93
364
805
2,642
4,813
11,888
10,234
8,934
1,007
3,280
45,191
31,739
1,522
2,572
54,162
29,755
303,531
132,107
2,476
12,235
85,504
96,494
9,863
22,256
969
3,567

1,048,931

823,469

Number of Outlets
Mass
Online Stores
Merchandisers
858
459
791
447
921
474
1,552
363
2,090
483
1,162
446
1,888
303

33%
54%
53%
45%
53%
30%
17%
32%
36%
28%
43%
34%
31%
24%
55%
36%
58%
30%
11%

Total Number of Outlets

Battery Life

Display Size

3.0
5.5
2.7
2.8
2.0
4.9
3.0
5.1
2.8
3.1
3.6
1.5
4.6
5.4
2.9
2.5
3.5
4.9
2.9
2.3

3.5
5.6
5.5
6.1
3.5
6.0
5.1
5.6
5.0
3.7
6.5
3.6
4.3
5.8
3.7
6.5
4.8
5.2
4.6
6.5

3,227
3,990
4,067
3,938
2,945
1,604
1,080
3,014
3,040
1,967
4,127
1,143
4,176
3,641
2,811
2,719
4,555
2,187
1,572

844
2,159
2,186
1,452
2,457
1,442
316
1,146
943
1,468
944
2,333
1,217
2,267
2,766
771
2,407
843
237

400
656
653
550
645
360
206
391
440
347
520
421
384
297
675
441
703
362
133

8,222

7,333

1,222

Processing
Power
4.0
5.3
5.1
4.0
2.8
6.1
5.1
4.3
5.2
3.8
5.6
2.6
1.7
5.5
4.4
5.5
4.8
5.0
5.0
5.6

Price
5.5
4.9
2.3
3.0
2.1
6.3
2.4
5.7
2.1
5.5
6.2
2.1
2.2
4.0
5.8
6.1
2.5
5.5
2.1
5.5

2.9
2.1
3.0
3.1
4.3
5.5

4.6
3.9
3.7
4.9
6.2
6.5

Battery Life

Display Size

4.5
3.0
4.5
2.1
3.0
4.7
3.1
4.6
2.1
3.0
4.9
3.2
4.6
2.0
3.0
5.1
3.2
4.7
2.0
3.0
5.2
3.3
4.8
1.9
3.0

5.5
3.5
6.2
3.7
5.4
5.6
3.6
6.1
3.6
5.3
5.6
3.7
6.0
3.5
5.2
5.6
3.8
5.9
3.4
5.0
5.7
3.9
5.9
3.3
4.8

Battery Life

Display Size

1.8

3.1

5.2
2.6
3.9
5.1
6.0
5.3

Processing
Power
5.5
3.8
6.1
3.0
5.1
5.6
4.0
6.1
2.9
5.1
5.6
4.1
6.1
2.8
5.0
5.7
4.3
6.0
2.7
5.0
5.8
4.4
6.0
2.6
4.8

Processing
Power
5.9

2.3
2.2
5.9
2.2
6.2
4.3

Price
4.8
5.5
6.6
2.1
2.1
4.5
5.6
6.5
2.1
2.2
4.3
5.6
6.3
2.1
2.2
4.1
5.7
6.2
2.1
2.3
4.0
5.7
6.1
2.1
2.4

Price
10.0

not be available until several brands are marketed in the category.


Convenience
5
-6
7
2
-4
6
6
6
2
6
5
-1
-8
-9
6
6
1
10
2
7
5
0
7
3
6
-6

Convenience
-5
5
6
-2
3
-5
6
6
-2
3

-5
6
6
-3
3
-6
6
7
-3
3
-6
6
7
-4
3

Convenience
Moderate
Moderate
Moderate
-

y Firm and Consumer Segment


Shoppers
4,110
2,100
3,480
860
2,040
4,680
17,270

Professionals
960
1,940
2,440
860
1,520
4,400
12,120

High Earners
2,590
1,550
3,670
660
1,520
4,680
14,670

Savers
960
2,490
3,560
960
1,880
4,680
14,530

Professionals
290
190
240
240
220

High Earners
1,920
190
240
240
220

Savers
290
190
240
240
1,770

y Brand and Consumer Segment


Shoppers
290
190
1,760
1,870
220

170
1,550
160
2,560
380
160
380
100
0
50
100
610
110
620
160
1,150
450
460
3,100
390
280

1,280
220
220
380
380
1,300
380
100
0
50
610
100
260
260
790
210
450
460
450
2,760
280

170
220
940
380
2,750
160
380
100
0
360
100
100
680
260
370
210
450
3,110
450
390
280

170
390
160
380
380
160
2,640
710
0
50
100
100
110
1,140
160
470
3,100
460
450
390
280

17,270

12,120

14,670

14,530

RKET PERIOD 9

y Firm and Channel


Mass
Merchandisers
67
113
186
90
165
199
820

Online Stores
68
63
120
62
70
113
496

y Brand and Channel


Mass
Merchandisers
14
13
13
27
40
20

Online Stores
19
19
18
12
20
18

40
13
45
60
27
54
25
2
20
15
28
15
65
20
65
105
12
67
12
3

10
15
30
35
26
29
12
5
15
18
12
25
20
15
10
36
18
43
12
4

820

496

Professionals

High Earners

Savers

Professionals

High Earners

Savers

KET PERIOD 9
Online Stores

Online Stores

t Size (in thousands of units)

Market Growth (in % unit)

Total until
Period 14
56
-8.2%
-39.8%
1,272
7.1%
30.2%
127
-8.2%
-39.8%
226
-3.1%
-21.1%
1,750
12.2%
64.3%
3,431
6.3%
30.3%
arket size in one and five periods, if a brand were introduced next period.
Period 14

Professionals

Period 10

High Earners

Savers

Average until
Period 14
-9.6%
5.4%
-9.6%
-4.6%
10.4%
5.4%

Relative Market Size (in % of total size)


Period 9

Period 10

3.5%
37.1%
8.0%
10.9%
40.4%
100.0%

3.0%
37.4%
6.9%
9.9%
42.7%
100.0%

0.0%

Level Utility

0.0%

0.0%

Level Utility

Level Utility

Market Size (in % of total size)


Period 14
1.6%
37.1%
3.7%
6.6%
51.0%
100.0%

CONSUMER SURVEY VODITES MARKET PERIOD 9

If some of the tables below are empty, it means that the corresponding study was not purchased this period, or that no offerin

Brand Awareness
MARKET : VODITES
Lero
Lever
MECOOL
MEINN
NETA
NETX
RESCUE
REX
SEVO
TECH1

L
L
M
M
N
N
R
R
S
T

Average
40%
34%
34%
51%
50%
30%
15%
20%
51%
36%

Innovators
46%
46%
63%
56%
58%
53%
23%
25%
55%
47%

L
L
M
M
N
N
R
R
S
T

Average
4%
6%
5%
23%
32%
15%
3%
3%
6%
4%

Innovators
2%
9%
13%
4%
4%
49%
12%
1%
2%
4%

Purchase Intentions
MARKET : VODITES
Lero
Lever
MECOOL
MEINN
NETA
NETX
RESCUE
REX
SEVO
TECH1

Total

100%

100%

MARKET : VODITES
Mass Merchandisers
Online Stores
Specialty Stores

Innovators
14%
23%
62%

Early Adopters
28%
28%
43%

Total

100%

100%

Shopping Habits

CONSUMER PANEL VODITES MARKET PERIOD 9


Market Shares by Consumer Segment (based on volume)
MARKET : VODITES
Lero
Lever
MECOOL
MEINN
NETA
NETX
RESCUE
REX
SEVO
TECH1

L
L
M
M
N
N
R
R
S
T

Total
6%
7%
6%
18%
18%
14%
3%
6%
15%
7%

Innovators
3%
11%
16%
3%
2%
43%
12%
2%
4%
5%

Total

100%

100%

L
L
M
M
N
N
R
R
S
T

Total
54
64
56
168
168
130
27
51
136
60

Innovators
2
8
12
2
1
33
9
1
3
4

Total

914

75

Volume Sold by Consumer Segment


MARKET : VODITES
Lero
Lever
MECOOL
MEINN
NETA
NETX
RESCUE
REX
SEVO
TECH1

All numbers in thousands of units

DISTRIBUTION PANEL VODITES MARKET PERIOD 9


Sales and Market Shares by Channel (based on volume)

L
L
M
M
N
N
R
R
S
T

4%
10%
10%
12%
13%
27%
6%
4%
9%
5%

Market share - Unit


Mass
Merchandisers
8%
5%
4%
20%
22%
7%
2%
7%
19%
7%

Total

100%

100%

MARKET : VODITES
Lero
Lever
MECOOL
MEINN
NETA
NETX
RESCUE
REX
SEVO
TECH1

Specialty Stores

Distribution Coverage and Number of Outlets in each Channel


MARKET : VODITES
Lero
Lever
MECOOL
MEINN
NETA
NETX
RESCUE

Specialty Stores
L
L
M
M
N
N
R

30%
37%
40%
32%
49%
53%
40%

Distribution Coverage (% outlets)


Mass
Merchandisers
39%
23%
25%
34%
56%
34%
23%

REX
SEVO
TECH1

R
S
T

34%
34%
31%

39%
54%
41%

SEMANTIC SCALES VODITES MARKET PERIOD 9


Brand Perceptions - On a scale from 1 (Low) to 7 (High)
MARKET : VODITES
Lero
Lever
MECOOL
MEINN
NETA
NETX
RESCUE
REX
SEVO
TECH1

Resolution
L
L
M
M
N
N
R
R
S
T

2.6
4.5
4.6
3.3
3.2
5.0
4.8
3.0
3.5
3.5

Energy
Efficiency
4.4
4.1
4.3
4.8
4.7
4.6
4.6
4.7
3.4
4.6

Ideal Values for each Segment - On a scale from 1 (Low) to 7 (High)


Segment

Period

Resolution

Early Adopters
Followers
Innovators
Early Adopters
Followers
Innovators
Early Adopters
Followers
Innovators
Early Adopters
Followers
Innovators
Early Adopters
Followers
Innovators

9
9
9
8
8
8
7
7
7
6
6
6
5
5
5

4.9
3.5
5.6
4.9
3.5
5.5
4.8
3.4
5.5
4.7
3.4
5.4
4.6
3.4
5.3

Energy
Efficiency
4.5
4.6
4.0
4.3
4.5
3.8
4.3
4.5
3.7
4.2
4.5
3.6
4.1
4.5
3.5

Importance of characteristics
Resolution
On a scale from 1 (not important) to 10 (very important).

6.2

Energy
Efficiency
4.9

MULTIDIMENSIONAL SCALING VODITES MARKET PERIOD 9


Brand Perceptions - On a scale from -20 (Low) to +20 (High)

Building a perceptual map requires many data points. Hence, this study will not be available until several brands are mar
MARKET : VODITES
Lero
Lever
MECOOL
MEINN
NETA
NETX
RESCUE
REX
SEVO
TECH1

L
L
M
M
N
N
R
R
S
T

Autonomy
1
1
2
0
-2
5
5
-4
-3
-1

Sophistication
-8
2
2
-4
-4
3
3
-5
-7
-2

Ideal Values for each Segment - On a scale from -20 (Low) to +20 (High)
Segment
Early Adopters
Followers
Innovators
Early Adopters
Followers
Innovators
Early Adopters
Followers
Innovators
Early Adopters

Period
9
9
9
8
8
8
7
7
7
6

Autonomy
5
-1
7
4
-2
6
3
-2
6
2

Sophistication
4
-2
6
3
-2
6
3
-2
6
3

Followers
Innovators
Early Adopters
Followers
Innovators

6
6
5
5
5

-3
5
1
-3
4

-3
5
2
-3
5

Influence of Product Characteristics on Perceptual Dimensions


MARKET : VODITES
Price
Resolution
Energy Efficiency
Carbon Footprint
Connectivity
No. of Apps

Autonomy
Moderate
Moderate
-

Sophistication
Moderate
Strong
Moderate
Very Strong

COMPETITIVE ADVERTISING VODITES MARKET PERIOD 9


Estimated Advertising Expenditures (in thousand dollars) By Firm and Consumer Segment
MARKET : VODITES
L
M
N
R
S
T
Total

Total
Innovators
5,190
800
4,300
880
7,050
1,080
3,070
450
2,590
410
5,790
850
27,990
4,470
All numbers in thousands of dollars

Estimated Advertising Expenditures (in thousand dollars) By Brand and Consumer Segment
MARKET : VODITES
Lero
Lever
MECOOL
MEINN
NETA

L
L
M
M
N

Total
2,950
2,240
2,150
2,150
3,540

Innovators
460
340
550
330
540

NETX
RESCUE
REX
SEVO
TECH1

N
R
R
S
T

Total

3,510
1,260
1,810
2,590
5,790

540
200
250
410
850

27,990
4,470
All numbers in thousands of dollars

COMPETITIVE COMMERCIAL TEAMS VODITES MARKET PERIOD 9


Estimated Commercial Team Size (in full-time equivalent) By Firm and Channel
MARKET : VODITES

Total Specialty Stores


L
M
N
R
S
T
Total

121
141
220
125
115
80
802

45
50
86
50
20
19
270

Estimated Commercial Team Size (in full-time equivalent) By Brand and Channel
MARKET : VODITES
Lero
Lever
MECOOL
MEINN
NETA
NETX

Total Specialty Stores


L
L
M
M
N
N

62
59
66
75
120
100

18
27
30
20
36
50

RESCUE
REX
SEVO
TECH1

R
R
S
T

55
70
115
80

30
20
20
19

Total

802

270

ADVERTISING EXPERIMENT VODITES MARKET PERIOD 9


Expected Change in Brand Awareness
MARKET : VODITES

Innovators

Early Adopters

Innovators

Early Adopters

Expected Change in unit Market Share (%U)


MARKET : VODITES

Expected Change in Contribution (in K$)


MARKET : VODITES

Total

COMMERCIAL TEAM EXPERIMENT VODITES MARKET PERIOD 9


Expected Change in Number of Distributors
MARKET : VODITES

Specialty Stores

Mass
Merchandisers

Specialty Stores

Mass
Merchandisers

Expected Change in unit Market Share (%U)


MARKET : VODITES

Expected Change in Contribution (in K$)


MARKET : VODITES

Total

MARKET FORECAST VODITES MARKET PERIOD 9


Expected Market Size and Growth Rate by Consumer Segment
Market Size (in thousands of units)
MARKET : VODITES

Period 9

Period 10

77
168
668

71
120
886

Innovators
Early Adopters
Followers

Total
913
1,077
If the market is not created yet, the table above shows the potential market size in one and five periods, if a brand w

CONJOINT ANALYSIS VODITES MARKET PERIOD 9


Relative Importance of Price and Physical Characteristics
MARKET : VODITES

Innovators

Early Adopters

Total

0.0%

Levels and Utilities


_Conjoint
MARKET : VODITES

Level Utility

0.0%

s not purchased this period, or that no offerings are marketed yet in the Vodites market

Early Adopters
26%
61%
57%
42%
38%
65%
29%
17%
53%
27%

Followers
42%
26%
25%
53%
53%
19%
11%
21%
50%
37%

Early Adopters
1%
12%
11%
2%
2%
60%
9%
1%
1%
1%

Followers
4%
4%
3%
30%
42%
1%
1%
4%
8%
4%

100%

100%

0%

100%

0%

0%

Early Adopters
1%
15%
13%
2%
1%
54%
9%
1%
3%
2%

Followers
8%
5%
3%
24%
25%
1%
1%
7%
19%
8%

Followers
44%
33%
22%

0%

100%

100%

Early Adopters
2
25
22
3
1
90
15
1
4
4

Followers
50
31
21
163
165
6
3
48
128
52

167

667

0%

0%

Market share - Unit


Online Stores

Specialty Stores

5%
7%
6%
22%
19%
11%
2%
6%
15%
7%

11,962
27,596
26,194
32,867
34,719
72,448
16,061
10,769
24,161
12,835

100%

0%

269,612

Distribution Coverage (% outlets)


Online Stores

Specialty Stores

28%
30%
32%
47%
50%
42%
24%

2,444
3,055
3,276
2,645
4,001
4,354
3,321

Volume sold
Mass
Online Stores
Merchandisers
26,816
15,333
17,378
19,180
13,586
15,886
71,186
63,947
78,330
54,951
24,888
32,526
5,208
5,764
22,893
17,180
67,010
44,515
26,222
20,931

353,517

290,213

Number of Outlets
Mass
Online Stores
Merchandisers
2,880
347
1,649
361
1,810
392
2,526
579
4,082
612
2,475
512
1,713
298

39%
46%
42%

2,751
2,781
2,532

2,878
3,958
3,007

473
566
513

8,222

7,333

1,222

Connectivity

No. of Apps

Price

4.1
4.2
4.2
3.6
3.3
4.8
4.7
2.9
3.7
3.5

1.8
4.5
4.4
3.2
3.2
4.4
4.2
3.1
2.5
3.4

4.6
5.1
5.4
4.8
4.6
5.3
5.6
5.0
4.7
5.6

Total Number of Outlets

Carbon
Footprint
3.1
4.8
5.0
3.4
3.2
5.1
4.9
3.0
6.5
3.0

Carbon
Footprint
4.7
2.8
3.9
4.7
2.9
4.0
4.8
3.0
4.1
4.8
3.1
4.1
4.8
3.3
4.2

Carbon
Footprint
2.3

Connectivity

No. of Apps

Price

4.8
3.5
5.5
4.8
3.4
5.4
4.6
3.3
5.3
4.4
3.2
5.2
4.2
3.2
5.1

4.4
3.5
4.0
4.4
3.4
3.9
4.4
3.4
3.9
4.4
3.3
3.9
4.4
3.3
3.8

5.0
4.4
5.2
5.1
4.5
5.3
5.2
4.5
5.5
5.3
4.6
5.8
5.4
4.6
6.0

Connectivity

No. of Apps

Price

10.0

3.2

8.5

PERIOD 9

not be available until several brands are marketed in the category.


Economy
-4
-7
-9
-5
-4
-8
-10
-7
-5
-10

Economy
-7
-3
-8
-7
-3
-9
-8
-3
-10
-9

-4
-12
-9
-4
-14

Economy
Moderate
-

y Firm and Consumer Segment


Early Adopters
2,020
1,490
2,970
1,110
780
850
9,220

Followers
2,370
1,930
3,000
1,510
1,400
4,090
14,300

y Brand and Consumer Segment


Early Adopters
460
1,560
1,160
330
540

Followers
2,030
340
440
1,490
2,460

2,430
860
250
780
850

540
200
1,310
1,400
4,090

9,220

14,300

RKET PERIOD 9

y Firm and Channel


Mass
Merchandisers
47
43
80
45
65
35
315

Online Stores
29
48
54
30
30
26
217

y Brand and Channel


Mass
Merchandisers
31
16
18
25
55
25

Online Stores
13
16
18
30
29
25

15
30
65
35

10
20
30
26

315

217

Followers

Followers

KET PERIOD 9
Online Stores

Online Stores

t Size (in thousands of units)

Market Growth (in % unit)

Relative Market Size (in % of total size)

Total until
Period 14
-80.6%
-57.5%
119.7%

Average until
Period 14
-28.0%
-15.7%
17.0%

1,555
18.0%
70.3%
arket size in one and five periods, if a brand were introduced next period.

11.2%

Period 14

Period 10

15
71
1,469

-8.2%
-28.6%
32.6%

Followers

Period 9

Period 10

8.4%
18.4%
73.2%

6.6%
11.1%
82.3%

100.0%

100.0%

0.0%

Level Utility

0.0%

0.0%

Level Utility

Level Utility

Market Size (in % of total size)


Period 14
1.0%
4.6%
94.5%

100.0%