FINANCIAL REPORT – FIRM L – PERIOD 5

Company Profit & Loss Statement

Period 0 Period 1
Revenues 49,668 47,543
Cost of goods sold -30,048 -25,413
Inventory holding costs -127 -114
Inventory selling costs 0 0
Contribution before marketing 19,493 22,015
Advertising media -3,840 -4,050
Advertising research -160 -1,150
Commercial team costs -1,224 -1,248
Contribution after marketing 14,269 15,567
Market research studies -245 -375
Research and development 0 0
Loan reimbursed 0 0
Loan received 0 0
Interests paid 0 0
Exceptional costs or profits 0 0
Earnings before taxes 14,024 15,192
All numbers in thousands of dollars

Market Contribution
Sonites Vodites
Revenues 93,071 37,927
Cost of goods sold -50,361 -25,662
Inventory holding costs 0 -1,412
Inventory selling costs 0 0
Contribution before marketing 42,710 10,854
Advertising media -3,843 -2,913
Advertising research -10 0
Commercial team costs -1,683 -1,024
Contribution after marketing 37,175 6,917
Market research studies -400 -221
Research and development -940 0
Net contribution 35,835 6,696
All numbers in thousands of dollars

Product Contribution
LOCK LONE
Sonites Sonites
Revenues 13,614 21,144
Cost of goods sold -9,313 -11,918
Inventory holding costs 0 0
Inventory selling costs 0 0
Contribution before marketing 4,300 9,226
Advertising media -1,212 -1,033
Advertising research -10 0
 Commercial team costs -537 -537
Contribution after marketing 2,542 7,656
All numbers in thousands of dollars

Retail and Selling Prices

LOCK LONE
Sonites Sonites
Rec. retail price 180 410
Average retail price 165 397
Average selling price 113 255

Market Shares
LOCK LONE
Sonites Sonites
Market share - Unit 5.5% 3.8%
Market share - Value 3.1% 5.0%

Distribution Coverage and Volume Sold

Distribution Coverage (% o
Specialty Stores
LEAF Vodites 0%
LEAN Vodites 48%
LOCK Sonites 16%
LONE Sonites 33%
LOOP Sonites 35%

Sales, Production and Inventory

LOCK LONE
Sonites Sonites
Volume sold 120 83
Planned production 100 16
Actual production 120 19
Inventory at beginning of period 0 64
Inventory at end of period 0 0
All numbers in thousands of units

Unit Cost, COGS and Inventory Holding Cost

LOCK LONE
Sonites Sonites
Volume sold 120 83
Unit cost (current) 78 139
 Unit cost (average) 78 144
Cost of goods sold 9,313 11,918
Inventory at end of period 0 0
Inventory holding costs 0 0
All numbers in thousand of units, except unit costs in $ and Cost of goods sold in thousands of dollars

Research and Development Projects

Available since
MARKET : Sonites # Features
Period
POLOOPCRP5 5 10
POLOCKCRP4 4 8
POLONE 2 16
POLOOP 0 14
POLOCK 0 8

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

Available since
MARKET : Vodites Resolution
Period
PELEAF 4 48
PELEAN 3 73
PELEAP 51
PELEAD 73

Unit costs are given in $. Cumulative budget and Budget required for completion are given in thousands of $
Period 2 Period 3 Period 4 Period 5
52,176 60,274 84,291 130,998
-26,479 -38,879 -51,351 -76,022
-144 -1,524 -711 -1,412
0 0 0 0
25,553 19,870 32,230 53,564
-4,338 -5,434 -7,072 -6,755
-950 -800 -300 -10
-1,655 -2,914 -2,491 -2,707
18,609 10,722 22,367 44,091
-388 -553 -597 -620
-14,212 -9,780 -4,170 -940
0 0 0 0
0 0 0 0
0 0 0 0
0 0 0 0
4,010 390 17,600 42,531

LOOP LEAF LEAN

Sonites Vodites Vodites
58,313 2,035 35,893
-29,129 -1,740 -23,922
0 -1,412 0
0 0 0
29,184 -1,117 11,970
-1,597 -1,879 -1,033
0 0 0
 -610 -390 -634
26,977 -3,386 10,303

LOOP LEAF LEAN

Sonites Vodites Vodites
440 450 580
424 405 568
274 284 356

LOOP LEAF LEAN

Sonites Vodites Vodites
9.7% 2.2% 31.0%
13.7% 1.8% 32.9%

Distribution Coverage (% outlets) Volume sold

Mass Merch. Online Stores Specialty Stores Mass Merch. Online Stores
53% 0% 0 7,178 0
21% 28% 72,699 12,083 16,018
40% 19% 14,818 91,598 13,584
19% 25% 46,558 16,449 19,960
23% 30% 109,531 49,230 53,829

Total Number of Outlets 9,111 6,667 1,111

LOOP LEAF LEAN

Sonites Vodites Vodites
213 7 101
180 100 84
213 80 101
0 0 0
0 73 0

LOOP LEAF LEAN

Sonites Vodites Vodites
213 7 101
137 242 237
 137 242 237
29,129 1,740 23,922
0 73 0
0 1,412 0
oods sold in thousands of dollars

Desired base Minimum base

Design Battery Display PPower
cost cost
8 46 24 68 145 145
6 25 17 33 84 84
8 69 32 76 170 169
7 67 27 71 241 154
3 46 20 13 94 56

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

Desired base Minimum base

Energy Carbon Connectivity Apps
cost cost
65 25 5 48 239 239
48 24 7 53 268 268
50 10 10 27 287 287
48 31 7 53 260 260

completion are given in thousands of $. Physical characteristics are given in the appropriate units: Kg, kHz, hours, etc.
Cumulative
424,950
-248,193
-4,032
0
172,725
-31,490
-3,370
-12,240
125,625
-2,777
-29,102
0
0
0
0
93,746
 Required budget Cumulative
for completion allocated budget
0 940
0 1,430
0 1,500
0 2,000
0 1,500

hours, etc.

Required budget Cumulative

for completion allocated budget
0 2,740
0 9,780
100 5,793
100 6,919

hours, etc.
INDUSTRY DASHBOARD – PERIOD 5

Period Firm Share Price Revenues Net

Index contribution
5 L 1,435 130,998 42,531
5 M 1,300 75,781 25,027
5 R 1,752 148,929 45,202
5 S 1,018 47,202 19,375
5 T 1,543 136,637 40,912
4 L 1,095 84,291 17,600
4 M 1,125 56,494 27,504
4 R 1,600 115,021 24,608
4 S 1,183 44,241 16,698
4 T 1,451 104,490 21,391
3 L 884 60,274 390
3 M 915 43,697 17,153
3 R 1,506 108,313 29,483
3 S 1,427 56,591 25,261
3 T 1,612 109,131 31,539
2 L 955 52,176 4,010
2 M 926 37,337 14,381
2 R 1,426 87,923 22,029
2 S 903 29,306 5,712
2 T 1,354 84,872 24,572
1 L 927 47,543 15,192
1 M 991 37,865 15,281
1 R 1,347 81,313 17,423
1 S 883 26,827 10,708
1 T 1,081 60,026 19,809

Revenues, Net Contribution and Retail sales are given in thousands of dollars. Volume sold is given in thousa
 Market share - Retail sales Market share - Volume sold
Value Unit
24.6% 203,157 20.8% 524
13.6% 112,134 19.9% 501
27.6% 227,985 27.5% 691
8.5% 70,283 9.0% 226
25.7% 212,367 22.7% 570
21.0% 130,204 19.1% 367
13.4% 83,202 19.0% 366
28.6% 177,764 28.2% 543
10.7% 66,272 10.7% 206
26.3% 163,430 23.0% 444
15.8% 92,325 17.9% 317
11.1% 64,542 14.6% 260
29.0% 168,922 28.4% 503
14.9% 87,017 13.0% 230
29.2% 170,203 26.2% 464
17.9% 80,598 15.6% 211
12.3% 55,355 15.2% 205
30.7% 138,056 29.8% 402
9.7% 43,669 12.9% 173
29.4% 132,341 26.5% 357
18.8% 73,961 16.6% 187
14.4% 56,708 18.4% 206
32.6% 128,185 31.4% 353
10.3% 40,491 15.5% 174
23.9% 94,247 18.2% 204

ollars. Volume sold is given in thousands of units.

MARKET REPORT – Sonites MARKET – PERIOD 5
Retail Sales and Volume Sold
MARKET : Sonites Launched in Market share - Retail sales
Period Value
LOCK 0 3.1% 19,829
LONE 3 5.0% 32,933
LOOP 0 13.7% 90,189
MOST 0 13.9% 90,363
MOVE 0 3.3% 21,772
ROCK 0 19.1% 124,615
ROLL 0 4.7% 31,365
ROPE 4 7.6% 49,174
SOFT 0 5.6% 36,083
TONE1 4 7.8% 51,147
TOPS 0 14.6% 96,335
TOSH 5 1.5% 9,684

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

Physical Characteristics
MARKET : Sonites Launched in # Features Design Index
Period
LOCK 0 8 6
LONE 3 16 8
LOOP 0 14 7
MOST 0 8 5
MOVE 0 15 6
ROCK 0 16 7
ROLL 0 13 4
ROPE 4 5 8
SOFT 0 5 3
TONE1 4 16 7
TOPS 0 5 6
TOSH 5 8 7

Retail price and Base cost are given in dollar. Physical characteristics are given in the appropriate units: Kg,
If the table above is empty, it means that no offerings are marketed yet in the Sonites market
 Variation Market share - Volume sold Variation Rec. retail Base Cost
Unit price
4,881 5.5% 120,000 29,558 180 81
4,675 3.8% 82,967 6,221 410 163
27,877 9.7% 212,590 54,286 440 232
26,774 20.3% 443,469 129,443 220 85
2,158 2.6% 57,059 5,362 400 122
-7,293 16.3% 355,331 -25,257 365 229
6,722 4.9% 108,000 24,000 300 171
27,960 8.2% 180,000 102,000 290 142
87 7.2% 156,815 326 250 53
7,991 6.1% 133,070 20,716 400 153
6,801 13.7% 300,184 21,863 330 170
1.6% 35,960 285 147 New

ousands of units. Retail price and Base cost are given in dollar.
in the Sonites market

Battery Life Display Size Proc. Power Rec. retail Base Cost
price
25 17 33 180 84
69 32 76 410 170
67 27 71 440 241
53 11 10 220 88
75 23 52 400 127
78 33 75 365 238
82 35 90 300 178
41 30 70 290 148
49 8 13 250 55
74 24 75 400 159
75 38 87 330 177
47 29 75 285 153

e given in the appropriate units: Kg, kHz, hours, etc.

in the Sonites market
MARKET REPORT – Vodites MARKET – PERIOD 5
Retail Sales and Volume Sold
MARKET : Vodites Launched in Market share - Retail sales
Period Value
LEAF 5 1.8% 2,907
LEAN 4 32.9% 57,299
REAL 5 13.3% 22,831
SEEN 4 3.1% 5,363
SESEND 3 16.8% 28,837
TEIN 4 32.0% 55,202

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

Physical Characteristics
Launched in Energy
MARKET : Vodites Resolution
Period Efficiency
LEAF 5 48 65
LEAN 4 73 48
REAL 5 47 64
SEEN 4 44 40
SESEND 3 50 35
TEIN 4 80 50

Retail price and Base cost are given in dollar. Physical characteristics are given in the appropriate units: Kg,
If the table above is empty, it means that no offerings are marketed yet in the Vodites market
 Variation Market share - Volume sold Variation Rec. retail Base Cost
Unit price
2.2% 7,178 450 230 New
32,613 31.0% 100,800 58,800 580 258
14.7% 48,000 500 228 New
326 4.3% 14,070 4,840 400 146
3,599 16.9% 55,006 14,608 550 197
24,462 30.9% 100,569 47,503 570 318

ousands of units. Retail price and Base cost are given in dollar.
in the Vodites market

Carbon Rec. retail

Connectivity No. of Apps Base Cost
Footprint price
25 5 48 450 239
24 7 53 580 268
24 5 47 500 237
49 3 43 400 152
20 5 33 550 205
20 6 40 570 331

e given in the appropriate units: Kg, kHz, hours, etc.

in the Vodites market
INDUSTRY BENCHMARKING – PERIOD 5
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

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
CONSUMER SURVEY – Sonites MARKET – PERIOD 5
If some of the tables below are empty, it means that the corresponding study was not purchased this period, or that n

Brand Awareness
MARKET : Sonites Average Explorers
LOCK L 37% 28%
LONE L 16% 15%
LOOP L 48% 51%
MOST M 59% 52%
MOVE M 52% 53%
ROCK R 53% 56%
ROLL R 46% 70%
ROPE R 25% 23%
SOFT S 55% 45%
TONE1 T 25% 24%
TOPS T 47% 77%
TOSH T 9% 9%

Purchase Intentions
MARKET : Sonites Average Explorers
LOCK L 8.1% 0.2%
LONE L 6.5% 1.4%
LOOP L 10.4% 2.2%
MOST M 13.3% 0.3%
MOVE M 5.5% 1.0%
ROCK R 13.0% 7.1%
ROLL R 6.4% 13.2%
ROPE R 10.2% 1.1%
SOFT S 7.0% 0.2%
 TONE1 T 5.7% 0.8%
TOPS T 11.5% 72.0%
TOSH T 2.4% 0.5%

Total 0% 0%

Shopping Habits
MARKET : Sonites Explorers Shoppers
Mass Merch. 14% 41%
Online Stores 19% 20%
Specialty Stores 66% 38%

Total 0% 0%

CONSUMER PANEL – Sonites MARKET – PERIOD 5

Market Shares by Consumer Segment (based on volume)
MARKET : Sonites Total Explorers
LOCK L 5.5% 0.1%
LONE L 3.8% 0.7%
LOOP L 9.7% 1.7%
MOST M 20.3% 0.3%
MOVE M 2.6% 0.4%
ROCK R 16.3% 7.5%
ROLL R 4.9% 10.2%
ROPE R 8.2% 0.7%
SOFT S 7.2% 0.1%
TONE1 T 6.1% 0.7%
TOPS T 13.7% 77.3%
TOSH T 1.6% 0.3%
 Total 0% 0%

Volume Sold by Consumer Segment

MARKET : Sonites Total Explorers
LOCK L 120,000 175
LONE L 82,967 1,727
LOOP L 212,590 4,144
MOST M 443,469 776
MOVE M 57,059 894
ROCK R 355,331 17,847
ROLL R 108,000 24,140
ROPE R 180,000 1,670
SOFT S 156,815 287
TONE1 T 133,070 1,632
TOPS T 300,184 183,803
TOSH T 35,960 677
 Total 0 0
All numbers in thousands of units

DISTRIBUTION PANEL – Sonites MARKET – PERIOD 5

Sales and Market Shares by Channel (based on volume)
Market share - Unit
MARKET : Sonites
Specialty Stores Mass Merch.
LOCK L 1.7% 10.3%
LONE L 5.5% 1.8%
LOOP L 12.9% 5.5%
MOST M 9.5% 32.9%
MOVE M 2.7% 2.1%
ROCK R 19.9% 10.4%
ROLL R 7.4% 2.7%
ROPE R 6.7% 9.6%
SOFT S 2.8% 13.2%
TONE1 T 7.3% 3.7%
TOPS T 22.1% 5.9%
TOSH T 1.5% 1.8%

Total 0% 0%

Distribution Coverage and Number of Outlets in each Channel

Distribution Coverage (% outlets)
MARKET : Sonites
Specialty Stores Mass Merch.
LOCK L 16% 40%
 LONE L 33% 19%
LOOP L 35% 23%
MOST M 49% 65%
MOVE M 34% 36%
ROCK R 48% 41%
ROLL R 46% 17%
ROPE R 31% 44%
SOFT S 25% 50%
TONE1 T 40% 34%
TOPS T 55% 31%
TOSH T 26% 30%

SEMANTIC SCALES – Sonites MARKET – PERIOD 5

Brand Perceptions - On a scale from 1 (Low) to 7 (High)
MARKET : Sonites # Features Design Index
LOCK L 2.1 1.7
LONE L 5.5 5.7
LOOP L 4.7 4.8
MOST M 2.0 2.7
MOVE M 5.2 3.2
ROCK R 5.5 5.0
ROLL R 4.3 1.6
ROPE R 1.5 5.2
SOFT S 1.5 1.5
TONE1 T 5.5 5.0
TOPS T 1.5 3.2
TOSH T 2.1 4.8
Ideal Values for each Segment - On a scale from 1 (Low) to 7 (High)
Segment Period # Features Design Index
Explorers 5 4.3 2.5
High Earners 5 3.2 5.6
Professionals 5 4.6 5.3
Savers 5 2.7 4.0
Shoppers 5 2.2 5.2
Explorers 4 4.4 2.2
High Earners 4 3.2 5.6
Professionals 4 4.8 5.3
Savers 4 2.7 4.0
Shoppers 4 2.1 5.2
Explorers 3 4.5 2.0
High Earners 3 3.2 5.7
Professionals 3 5.0 5.4
Savers 3 2.6 3.9
Shoppers 3 2.0 5.2
Explorers 2 4.6 1.9
High Earners 2 3.2 5.8
Professionals 2 5.3 5.5
Savers 2 2.6 3.9
Shoppers 2 1.9 5.3
Explorers 1 4.6 1.8
High Earners 1 3.2 5.9
Professionals 1 5.5 5.6
Savers 1 2.5 3.9
Shoppers 1 1.8 5.3
 Importance of characteristics
# Features Design Index
On a scale from 1 (not important) to 10 (very important). 1.3 3.3

MULTIDIMENSIONAL SCALING – Sonites MARKET – PERIOD 5

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

MARKET : Sonites Economy Performance

LOCK L 13 -11
LONE L -7 10
LOOP L -9 7
MOST M 14 -16
MOVE M -9 -1
ROCK R -6 11
ROLL R 5 14
ROPE R 7 8
SOFT S 11 -15
TONE1 T -10 7
TOPS T 2 16
TOSH T 7 8

Ideal Values for each Segment - On a scale from -20 (Low) to +20 (High)
Segment Period Economy Performance
Explorers 5 -1 14
High Earners 5 -9 3
 Professionals 5 -10 12
Savers 5 13 -9
Shoppers 5 8 8
Explorers 4 0 14
High Earners 4 -9 3
Professionals 4 -9 11
Savers 4 13 -10
Shoppers 4 7 6
Explorers 3 1 14
High Earners 3 -10 4
Professionals 3 -8 11
Savers 3 13 -10
Shoppers 3 7 4
Explorers 2 2 14
High Earners 2 -11 5
Professionals 2 -8 10
Savers 2 13 -11
Shoppers 2 7 2
Explorers 1 3 15
High Earners 1 -11 5
Professionals 1 -7 9
Savers 1 12 -11
Shoppers 1 6 0

Influence of Product Characteristics on Perceptual Dimensions

MARKET : Sonites Economy Performance
# Features Slight -
Design Index - -
Battery Life - -
Display Size - Moderate
Proc. Power - Very Strong
Price Strong -

COMPETITIVE ADVERTISING – Sonites MARKET – PERIOD 5

Estimated Advertising Expenditures (in thousand dollars) – By Firm and Consumer Segmen
MARKET : Sonites Total Explorers
 Total 0 0
All numbers in thousands of dollars

Estimated Advertising Expenditures (in thousand dollars) – By Brand and Consumer Segme
MARKET : Sonites Total Explorers

Total 0 0
All numbers in thousands of dollars

Estimated Communication Dimensions and Message Quality

Communication Message Quality
MARKET : Sonites
Dimensions
COMPETITIVE COMMERCIAL TEAMS – Sonites MARKET – PERIOD 5
Estimated Commercial Team Size (in full-time equivalent) – By Firm and Channel
MARKET : Sonites Total Specialty Stores
L 69 32
M 131 44
R 122 59
S 32 9
T 117 60

Total 0 0

Estimated Commercial Team Size (in full-time equivalent) – By Brand and Channel
MARKET : Sonites Total Specialty Stores
LOCK L 22 5
LONE L 22 13
LOOP L 25 14
MOST M 95 30
MOVE M 36 14
ROCK R 52 23
ROLL R 37 26
ROPE R 33 10
SOFT S 32 9
 TONE1 T 35 15
TOPS T 57 35
TOSH T 25 10

Total 0 0

ADVERTISING EXPERIMENT – Sonites MARKET – PERIOD 5

Expected Change in Brand Awareness
MARKET : Sonites Explorers Shoppers

Expected Change in unit Market Share (%U)

MARKET : Sonites Explorers Shoppers

Expected Change in Contribution (in K$)

MARKET : Sonites
 Total 0

COMMERCIAL TEAM EXPERIMENT – Sonites MARKET – PERIOD 5

Expected Change in Number of Distributors
MARKET : Sonites Specialty Stores Mass Merch.

Expected Change in unit Market Share (%U)

MARKET : Sonites Specialty Stores Mass Merch.

Expected Change in Contribution (in K$)

MARKET : Sonites

Total 0

MARKET FORECAST – Sonites MARKET – PERIOD 5

Expected Market Size and Growth Rate by Consumer Segment
Market Size (in thousands of units)
MARKET : Sonites Period 5 Period 6
Explorers 238 218
Shoppers 547 614
Professionals 343 350
High Earners 347 354
Savers 710 833
Total 0 0
If the market is not created yet, the table above shows the potential market size in one and five periods, if a

CONJOINT ANALYSIS – Sonites MARKET – PERIOD 5

Relative Importance of Price and Physical Characteristics
MARKET : Sonites Explorers Shoppers
Design 3.2% 2.4%
 Display Size 11.6% 2.3%
Proc. Power 37.7% 27.4%
Price 47.5% 67.8%
Total 0.0% 0.0%

Levels and Utilities

Design
MARKET : Sonites Level Utility
Explorers 4 0.43
5 0.50
6 0.50
7 0.48
Shoppers 7 0.58
8 0.61
9 0.61
10 0.60
Professionals 7 0.42
8 0.49
9 0.49
10 0.46
High Earners 7 0.40
8 0.51
9 0.52
10 0.51
Savers 5 0.49
6 0.73
7 0.77
8 0.75
urchased this period, or that no offerings are marketed yet in the Sonites market

Shoppers Professionals High Earners Savers

38% 30% 30% 45%
13% 33% 14% 11%
46% 61% 65% 35%
61% 47% 47% 73%
54% 65% 67% 37%
49% 72% 62% 42%
41% 56% 54% 31%
40% 20% 20% 20%
52% 44% 44% 71%
18% 32% 47% 18%
42% 56% 47% 36%
11% 8% 8% 8%

Shoppers Professionals High Earners Savers

3.1% 0.1% 0.3% 25.0%
1.9% 32.8% 2.6% 0.4%
5.4% 9.5% 39.8% 1.3%
3.8% 0.1% 0.5% 42.3%
5.0% 1.4% 19.0% 1.8%
8.2% 48.1% 10.2% 1.6%
15.1% 0.6% 1.3% 1.6%
31.7% 0.2% 0.6% 2.1%
3.2% 0.1% 0.5% 21.0%
 1.7% 6.0% 23.7% 0.6%
13.7% 0.9% 1.4% 1.5%
7.1% 0.1% 0.2% 0.7%

0% 0% 0% 0%

Professionals High Earners Savers

27% 27% 62%
26% 26% 17%
48% 47% 21%

0% 0% 0%

Shoppers Professionals High Earners Savers

2.0% 0.1% 0.2% 15.2%
1.2% 19.7% 1.7% 0.2%
5.3% 8.9% 41.0% 0.9%
6.2% 0.1% 0.8% 57.1%
2.6% 0.7% 9.9% 0.7%
11.3% 62.2% 14.5% 1.7%
13.0% 0.5% 1.2% 0.9%
30.0% 0.2% 0.6% 1.6%
3.3% 0.1% 0.5% 19.3%
1.9% 6.3% 27.5% 0.5%
17.6% 1.1% 1.9% 1.4%
5.7% 0.1% 0.2% 0.5%
 0% 0% 0% 0%

Shoppers Professionals High Earners Savers

11,155 181 608 107,882
6,431 67,610 5,956 1,244
28,929 30,546 142,390 6,581
33,703 488 2,723 405,779
14,154 2,279 34,535 5,197
61,844 213,351 50,435 11,854
71,268 1,772 4,259 6,561
164,146 573 1,922 11,689
17,796 285 1,585 136,862
10,430 21,716 95,683 3,609
96,191 3,858 6,675 9,658
31,253 247 551 3,231
 0 0 0 0

Market share - Unit Volume sold

Online Stores Specialty Stores Mass Merch. Online Stores
3.1% 14,818 91,598 13,584
4.5% 46,558 16,449 19,960
12.1% 109,531 49,230 53,829
15.7% 81,295 292,429 69,745
3.4% 23,120 18,664 15,275
21.0% 169,565 92,648 93,118
4.7% 63,065 24,082 20,853
8.4% 56,907 85,613 37,480
3.5% 24,137 117,010 15,668
8.7% 61,811 32,793 38,467
13.4% 187,857 52,872 59,456
1.5% 12,713 16,369 6,879

0% 0% 0 0 0 0

bution Coverage (% outlets) Number of Outlets

Online Stores Specialty Stores Mass Merch. Online Stores
19% 1,419 2,686 212
 25% 2,991 1,233 276
30% 3,223 1,554 329
56% 4,463 4,321 620
41% 3,067 2,383 454
51% 4,330 2,720 564
31% 4,205 1,141 342
40% 2,779 2,940 446
21% 2,291 3,362 230
46% 3,641 2,282 506
48% 4,968 2,067 530
27% 2,403 2,016 297

Total Number of Outlets 9,111 6,667 1,111

Battery Life Display Size Proc. Power Price

2.2 3.4 1.8 2.1
4.9 5.8 5.5 5.0
4.7 5.0 5.0 5.3
3.4 2.1 1.5 1.8
5.1 4.2 3.7 5.3
5.6 5.8 5.6 4.9
5.8 6.1 6.2 3.3
2.3 5.5 5.0 2.9
3.0 1.8 1.7 2.4
5.3 4.4 5.3 5.6
5.0 6.5 6.4 3.7
2.8 5.3 5.2 2.9
Battery Life Display Size Proc. Power Price
5.3 5.8 6.2 4.1
3.2 4.0 4.6 5.3
4.8 5.8 5.7 5.5
1.9 3.1 2.4 2.1
3.0 5.0 5.2 2.8
5.4 5.9 6.2 4.0
3.3 4.1 4.7 5.4
4.9 5.7 5.7 5.3
1.9 3.0 2.3 2.1
3.0 4.8 5.0 2.9
5.6 5.9 6.2 3.9
3.4 4.3 4.7 5.5
4.9 5.6 5.6 5.3
1.8 2.9 2.3 2.1
3.0 4.6 4.7 2.9
5.8 6.0 6.3 3.7
3.4 4.5 4.8 5.6
4.9 5.5 5.4 5.2
1.8 2.7 2.2 2.1
3.0 4.4 4.3 3.0
6.0 6.0 6.3 3.5
3.4 4.6 4.8 5.6
5.0 5.5 5.3 5.0
1.8 2.6 2.2 2.1
3.0 4.2 4.0 3.1
 Battery Life Display Size Proc. Power Price
1.7 3.1 5.8 10.0

available until several brands are marketed in the category.

Convenience
-14
10
5
-8
-2
8
-8
1
-16
7
-4
1

Convenience
-5
6
 8
-4
3
-6
6
8
-4
3
-7
6
8
-4
3
-7
7
9
-4
3
-7
8
10
-4
3

Convenience
Slight
Strong
Slight
-
-
Slight

and Consumer Segment

Shoppers Professionals High Earners Savers
 0 0 0 0
ds of dollars

d and Consumer Segment

Shoppers Professionals High Earners Savers

0 0 0 0
ds of dollars
 – PERIOD 5
and Channel
Mass Merch. Online Stores
25 12
58 29
34 29
20 3
30 27

0 0 0

nd and Channel
Mass Merch. Online Stores
14 3
5 4
6 5
45 20
13 9
15 14
5 6
14 9
20 3
 10 10
10 12
10 5

0 0 0

Professionals High Earners Savers

Professionals High Earners Savers

PERIOD 5

Online Stores

Online Stores

thousands of units) Market Growth (in % unit) Relative Market Size (in % of total size)
Period 10 Period 6 Total until Average until Period 5 Period 6
Period 10 Period 10
155 -8.2% -34.8% -8.2%
808 12.2% 47.6% 8.1%
248 2.0% -27.6% -6.2%
312 2.0% -10.1% -2.1%
1,320 17.3% 85.9% 13.2%
0 N/A #DIV/0! #DIV/0! 0.0%
ize in one and five periods, if a brand were introduced next period.

Professionals High Earners Savers

3.9% 7.2% 16.0%
 2.1% 1.4% 2.3%
40.0% 28.8% 25.0%
54.0% 62.5% 56.6%
0.0% 0.0% 0.0%

Display Proc. Power Price

Level Utility Level Utility Level Utility
22 0.34 52 0.00 231 0.04
28 0.46 68 0.39 309 1.00
34 0.53 84 0.75 387 0.81
40 0.57 100 0.76 465 0.05
19 0.58 48 0.37 148 0.43
25 0.62 64 0.76 226 1.00
31 0.62 80 0.78 304 0.97
37 0.58 96 0.49 382 0.00
22 0.45 52 0.09 307 0.00
28 0.48 68 0.44 385 1.00
34 0.48 84 0.83 463 0.67
40 0.46 100 0.51 541 0.19
13 0.49 38 0.24 294 0.00
19 0.49 54 0.68 372 1.00
25 0.49 70 0.70 450 0.69
31 0.47 86 0.32 528 0.25
8 0.68 8 0.56 108 0.99
14 0.70 24 0.88 186 1.00
20 0.70 40 0.87 264 0.75
26 0.66 56 0.44 342 0.00
Size (in % of total size)
Period 10

0.0%
CONSUMER SURVEY – Vodites MARKET – PERIOD 5
If some of the tables below are empty, it means that the corresponding study was not purchased this period, or that n

Brand Awareness
MARKET : Vodites Average Innovators
LEAF L 9% 6%
LEAN L 19% 31%
REAL R 25% 17%
SEEN S 29% 30%
SESEND S 40% 47%
TEIN T 28% 18%

Purchase Intentions
MARKET : Vodites Average Innovators
LEAF L 5.6% 1.3%
LEAN L 32.7% 75.0%
REAL R 14.4% 3.1%
SEEN S 5.0% 1.5%
SESEND S 15.7% 5.9%
TEIN T 26.5% 13.2%
 Total 0% 0%

Shopping Habits
MARKET : Vodites Innovators Early Adopters
Mass Merch. 12% 22%
Online Stores 17% 22%
Specialty Stores 71% 57%

Total 0% 0%

CONSUMER PANEL – Vodites MARKET – PERIOD 5

Market Shares by Consumer Segment (based on volume)
MARKET : Vodites Total Innovators
 Total 0% 0%

Volume Sold by Consumer Segment

MARKET : Vodites Total Innovators
 Total 0 0
All numbers in thousands of units

DISTRIBUTION PANEL – Vodites MARKET – PERIOD 5

Sales and Market Shares by Channel (based on volume)
Market share - Unit
MARKET : Vodites
Specialty Stores Mass Merch.
LEAF L 0.0% 8.4%
LEAN L 42.7% 14.2%
REAL R 10.9% 20.3%
SEEN S 3.2% 5.4%
SESEND S 12.6% 20.9%
TEIN T 30.7% 30.8%

Total 0% 0%

Distribution Coverage and Number of Outlets in each Channel

Distribution Coverage (% outlets)
MARKET : Vodites
Specialty Stores Mass Merch.
LEAF L 0% 53%
 LEAN L 48% 21%
REAL R 49% 48%
SEEN S 36% 34%
SESEND S 42% 35%
TEIN T 42% 42%

SEMANTIC SCALES – Vodites MARKET – PERIOD 5

Brand Perceptions - On a scale from 1 (Low) to 7 (High)
MARKET : Vodites Resolution Energy Efficiency
LEAF L 3.0 5.1
LEAN L 5.1 3.2
REAL R 2.9 4.7
SEEN S 2.4 2.6
SESEND S 3.4 2.7
TEIN T 5.6 3.4
Ideal Values for each Segment - On a scale from 1 (Low) to 7 (High)
Segment Period Resolution Energy Efficiency
Adopters 5 4.9 4.2
Followers 5 3.4 4.5
Innovators 5 5.4 3.6
Early Adopters 4 4.7 4.1
Followers 4 3.4 4.5
Innovators 4 5.3 3.4
Early Adopters 3 4.5 4.1
Followers 3 3.3 4.5
Innovators 3 5.1 3.3
Early Adopters 2 4.5 4.0
Followers 2 3.3 4.5
Innovators 2 5.1 3.3
Early Adopters 1 4.5 4.0
Followers 1 3.3 4.5
Innovators 1 5.1 3.3
 Importance of characteristics
Resolution Energy Efficiency
On a scale from 1 (not important) to 10 (very important). 5.6 4.9

MULTIDIMENSIONAL SCALING – Vodites MARKET – PERIOD 5

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

MARKET : Vodites Autonomy Sophistication

LEAF L -4 -4
LEAN L 1 5
REAL R -5 -5
SEEN S -16 -10
SESEND S -9 -4
TEIN T -2 6

Ideal Values for each Segment - On a scale from -20 (Low) to +20 (High)
Segment Period Autonomy Sophistication
Adopters 5 2 3
Followers 5 -3 -3
 Innovators 5 4 5
Early Adopters 4 1 3
Followers 4 -3 -3
Innovators 4 3 5
Early Adopters 3 0 2
Followers 3 -3 -3
Innovators 3 3 4
Early Adopters 2 -1 1
Followers 2 -3 -4
Innovators 2 2 3
Early Adopters 1 -1 1
Followers 1 -3 -4
Innovators 1 2 3

Influence of Product Characteristics on Perceptual Dimensions

MARKET : Vodites Autonomy Sophistication
Price - Slight
Resolution - Strong
Energy Efficiency Slight -
Carbon Footprint - Slight
Connectivity Strong Slight
No. of Apps - Slight

COMPETITIVE ADVERTISING – Vodites MARKET – PERIOD 5

Estimated Advertising Expenditures (in thousand dollars) – By Firm and Consumer Segmen
MARKET : Vodites Total Innovators
L 2,900 1,000
R 2,810 440
S 2,660 390
T 1,630 260
 Total 0 0
All numbers in thousands of dollars

Estimated Advertising Expenditures (in thousand dollars) – By Brand and Consumer Segme
MARKET : Vodites Total Innovators
LEAF L 1,900 300
LEAN L 1,000 700
REAL R 2,810 440
SEEN S 1,210 170
SESEND S 1,450 220
TEIN T 1,630 260

Total 0 0
All numbers in thousands of dollars

Estimated Communication Dimensions and Message Quality

Communication Message Quality
MARKET : Vodites
Dimensions
LEAF L
LEAN Lnnectivity & Price Average
REAL R Price & Energy Excellent
SESEND S
SEEN Son & Connectivity Average
TEIN Titansnnectivity & Price Average
COMPETITIVE COMMERCIAL TEAMS – Vodites MARKET – PERIOD 5
Estimated Commercial Team Size (in full-time equivalent) – By Firm and Channel
MARKET : Vodites Total Specialty Stores

Total 0 0

Estimated Commercial Team Size (in full-time equivalent) – By Brand and Channel
MARKET : Vodites Total Specialty Stores
 Total 0 0

ADVERTISING EXPERIMENT – Vodites MARKET – PERIOD 5

Expected Change in Brand Awareness
MARKET : Vodites Innovators Early Adopters

Expected Change in unit Market Share (%U)

MARKET : Vodites Innovators Early Adopters

Expected Change in Contribution (in K$)

MARKET : Vodites
 Total 0

COMMERCIAL TEAM EXPERIMENT – Vodites MARKET – PERIOD 5

Expected Change in Number of Distributors
MARKET : Vodites Specialty Stores Mass Merch.

Expected Change in unit Market Share (%U)

MARKET : Vodites Specialty Stores Mass Merch.

Expected Change in Contribution (in K$)

MARKET : Vodites

Total 0

MARKET FORECAST – Vodites MARKET – PERIOD 5

Expected Market Size and Growth Rate by Consumer Segment
Market Size (in thousands of units)
MARKET : Vodites Period 5 Period 6
Innovators 76 86
Early Adopters 128 185
Followers 122 314

Total 0 0
If the market is not created yet, the table above shows the potential market size in one and five periods, if a

CONJOINT ANALYSIS – Vodites MARKET – PERIOD 5

Relative Importance of Price and Physical Characteristics
MARKET : Vodites Innovators Early Adopters
 Total 0.0% 0.0%

Levels and Utilities

_Conjoint
MARKET : Vodites Level Utility
urchased this period, or that no offerings are marketed yet in the Vodites market

Early Adopters Followers

7% 14%
14% 16%
15% 41%
25% 33%
29% 48%
29% 32%

Early Adopters Followers

5.0% 9.0%
30.6% 8.5%
10.1% 26.3%
3.3% 9.1%
9.5% 28.6%
41.5% 18.6%
 0% 0% 0% 0%

Followers
42%
27%
31%

0% 0% 0%

Early Adopters Followers

 0% 0% 0% 0%

Early Adopters Followers

 0 0 0 0

Market share - Unit Volume sold

Online Stores Specialty Stores Mass Merch. Online Stores
0.0% 0 7,178 0
22.9% 72,699 12,083 16,018
17.3% 18,575 17,321 12,104
5.9% 5,386 4,575 4,110
22.5% 21,397 17,877 15,732
31.3% 52,393 26,308 21,868

0% 0% 0 0 0 0

bution Coverage (% outlets) Number of Outlets

Online Stores Specialty Stores Mass Merch. Online Stores
0% 0 3,528 0
 28% 4,344 1,381 311
49% 4,433 3,196 543
45% 3,302 2,247 499
51% 3,831 2,346 562
39% 3,826 2,791 432

Total Number of Outlets 9,111 6,667 1,111

Carbon
Connectivity No. of Apps Price
Footprint
3.6 2.6 3.6 5.3
3.4 4.6 4.1 6.3
3.4 2.6 3.6 5.2
6.5 1.5 3.8 5.0
3.3 2.6 2.8 6.2
2.9 3.9 3.1 6.2
 Carbon
Connectivity No. of Apps Price
Footprint
4.8 4.4 4.4 5.3
3.1 3.2 3.4 4.6
4.1 5.1 3.9 6.0
4.8 4.2 4.4 5.4
3.3 3.2 3.3 4.6
4.2 5.0 3.8 6.1
4.9 4.0 4.3 5.4
3.4 3.1 3.3 4.7
4.3 4.9 3.7 6.2
4.9 3.9 4.3 5.5
3.4 3.1 3.3 4.8
4.3 4.8 3.7 6.3
4.9 3.9 4.3 5.5
3.4 3.1 3.3 4.8
4.3 4.8 3.7 6.3
 Carbon
Connectivity No. of Apps Price
Footprint
2.1 10.0 2.9 7.3

available until several brands are marketed in the category.

Economy
-9
-15
-8
-7
-15
-15

Economy
-9
-4
 -13
-9
-4
-14
-10
-5
-14
-10
-5
-15
-10
-5
-15

Economy
Strong
-
-
-
-
-

and Consumer Segment

Early Adopters Followers
450 1,450
440 1,930
740 1,530
840 530
 0 0 0 0
ds of dollars

d and Consumer Segment

Early Adopters Followers
300 1,300
150 150
440 1,930
520 520
220 1,010
840 530

0 0 0 0
ds of dollars
 – PERIOD 5
and Channel
Mass Merch. Online Stores

0 0 0

nd and Channel
Mass Merch. Online Stores
 0 0 0

Followers

Followers
PERIOD 5

Online Stores

Online Stores

thousands of units) Market Growth (in % unit) Relative Market Size (in % of total size)
Period 10 Period 6 Total until Average until Period 5 Period 6
Period 10 Period 10
68 13.3% -9.6% -2.0%
80 44.2% -37.5% -9.0%
1,480 157.5% 1113.0% 64.7%

0 N/A #DIV/0! #DIV/0! 0.0%

ize in one and five periods, if a brand were introduced next period.

Followers
0.0% 0.0% 0.0%

Level Utility Level Utility Level Utility

Size (in % of total size)
Period 10

0.0%