CONSUMER PANEL - MARKET SHARES BASED ON UNIT SALES

Firm

Brand

Buffs

Singles

Pros

HiEarners

SAMA
SALT

1.00%
4.40%
219,920
15.60%

4.80%
16.10%
218,625
15.50%

0.20%
0.80%
324,159
23.00%

0.70%
2.30%
270,545
19.20%

Total sales (U)

Total sales (% Total)

MARKET FORECAST - SEGMENT SIZES AND GROWTH RATES

Segment
Buffs
Singles
Pros
HiEarners
Segment sizes in KU
Actual size this period
220
219
324
271
Forecasted size next period
215
281
367
320

SALES
Others

Total

22.30%
11.80%
374,800
26.60%

7.00%
6.90%
1,408,049
100.00%

Others

Total

375
444

1,408
1,628

RATES

Demand forecast
118
117

20% variation
141
141

P-1 sale
99
99

Actual
productio
Inventory/
n
Lost sales
141
0
141
0

CONSUMER SURVEY - BRAND AWARENESS BY SEGMENT

Firm
Brand
Buffs
Singles
Pros
HiEarners Others
Total
A
SAMA
49.40%
64.20%
38.60%
39.40%
65.50%
51.60%
SALT
68.00%
76.90%
56.50%
55.20%
47.40%
58.80%
CONSUMER SURVEY - PURCHASE INTENTIONS
Firm
Brand
Buffs
Singles
Pros
HiEarners Others
Total
A
SAMA
1.60%
6.20%
0.40%
0.70%
23.90%
8.00%
SALT
4.10%
15.10%
0.90%
2.00%
11.30%
6.70%
MARKET FORECAST - SEGMENT SIZES AND GROWTH RATES
Segment
Buffs
Singles
Pros
HiEarners Others
Segment sizes in KU
Actual size this period
220
219
324
271
375
Forecasted size next period
215
281
367
320
444
Total sales (U)
Total sales (% Total)

219,920
15.60%

218,625
15.50%

324,159
23.00%

270,545
19.20%

Total
1,408
1,628

374,800 1,408,049
26.60% 100.00%

Qty
SAMA
SALT

84
68

Market share calc.

118
117

CONSUMER PANEL - MARKET SHARES BASED ON UNIT SALES

Firm
E
O
U
Total
Total sales (U)
Total sales (% Total)

MARKET FORECAST - SEGMENT SIZES AND GROWTH RATES

Segment
Segment sizes in KU
Actual size this period
Forecasted size next period
Forecasted size in five periods

Brand
SEMI
SELF
SOLD
SULI

Buffs
8.10%
15.50%
7.50%
12.00%
100.00%
219,920
15.60%

Buffs
220
215
168

COMPETITIVE ADVERTISING - ESTIMATED TOTAL EXPENDITUR

(all numbers in K$)
Firm
Brand
E
SEMI
SELF
O
SOLD
U
SULI

Singles
4.00%
2.30%
3.30%
5.00%
100.00%
218,625
15.50%

Pros
20.50%
2.50%
25.10%
43.20%
100.00%
324,159
23.00%

HiEarners
15.50%
2.00%
17.40%
17.10%
100.00%
270,545
19.20%

Others
1.00%
0.40%
0.80%
1.20%
100.00%
374,800
26.60%

Total
9.90%
3.90%
11.00%
16.20%
100.00%
1,408,049
100.00%

Singles

Pros

HiEarners

Others

Total

219
281
618

324
367
430

271
320
415

375
444
836

1,408
1,628
2,466

Buffs
450
950
450
650

Singles
500
300
300
550

Pros
1,400
550
750
1,050

Rank
2
2
2
1

SEMI
SELF
SOLD
SULI

SULI

only PROS
159

HiEarners
1,000
350
850
1,050

Others
400
350
300
450

ED TOTAL EXPENDITURES

SARU/SARP
158
57
177
258

Total
3,750
2,500
2,650
3,750

Price

Sales force
SEMI
SELF
SOLD
SULI

Specialty stores
33
11
22
25

Depart. stores
17
4
18
18

Advertising cost
SEMI
SELF
SOLD
SULI

Buffs
450
950
450
650

Singles
500
300
300
550

AVG Market price

380 decreasing

320- decreasing

Mass Merchandis.
13
1
1
10
Pros
1,400
550
750
1,050

HiEarners
1,000
350
850
1,050

Others
400
350
300
450

490

500

250

CHARACTERISTICS OF MARKETED SONITE BRANDS

Physical characteristics
Firm
Brand
New or
Weight
Design
Volume
Max Freq Power
Modified (Kg)
(Index)
(Dm3)
(KHz)
(W)
A
SAMA
No
15
4
55
10
SALT
No
18
5
90
15
E
SEMI
No
14
7
80
45
SELF
No
15
4
60
45
I
SIRO
No
20
3
90
5
SIBI
No
19
5
75
30
O
SOLD
No
13
7
65
30
SONO
No
16
3
95
48
U
SUSI
No
18
3
95
15
SULI
No
12
6
30
40
Y
SYGU
No
11
9
55
25
SYCA
No
10
8
25
35

10
30
75
90
12
30
75
88
12
80
30
45

Base cost Retail

($)
($)
73
116
212
222
53
106
240
192
68
202
149
197

price
215
320
570
360
182
265
525
330
235
480
299
559

CONSUMER PANEL - MARKET SHARES BASED ON UNIT SALES

Firm
Brand
Buffs
Singles
Pros
A
SAMA
1.00%
4.80%
0.20%
SALT
4.40%
16.10%
0.80%
E
SEMI
8.10%
4.00%
20.50%
SELF
15.50%
2.30%
2.50%
I
SIRO
0.90%
3.60%
0.20%
SIBI
5.30%
27.10%
0.80%
O
SOLD
7.50%
3.30%
25.10%
SONO
37.60%
4.50%
0.90%
U
SUSI
0.50%
2.50%
0.10%
SULI
12.00%
5.00%
43.20%
Y
SYGU
3.80%
24.10%
1.00%
SYCA
3.30%
2.70%
4.60%
Total
100.00% 100.00% 100.00%
Total sales (U)
219,920 218,625 324,159
Total sales (% Total)
15.60%
15.50%
23.00%

ON UNIT SALES
HiEarners Others
Total
0.70%
22.30%
7.00%
2.30%
11.80%
6.90%
15.50%
1.00%
9.90%
2.00%
0.40%
3.90%
0.70%
12.80%
4.30%
2.00%
31.70%
14.10%
17.40%
0.80%
11.00%
0.90%
0.80%
7.10%
0.40%
6.30%
2.30%
17.10%
1.20%
16.20%
2.90%
10.20%
7.80%
38.20%
0.60%
9.50%
100.00% 100.00% 100.00%
270,545 374,800 1,408,049
19.20%
26.60% 100.00%