INDUSTRY BENCHMARKING – PERIOD 3 - AKEN

The benchmarking study compiles general information from annual reports about each of the Markstrat competitors. Data is provided in a
common format for all companies to allow an easy comparison of competitive performance.

Overall Company Performances and Expenditures

The two charts below show the overall performances of the competing firms in terms of revenues and profits, in million $, as well as their
expenditures in the main cost categories in million $.

Company Profit & Loss Statements

The table below provides an estimated P&L statement of the competing firms, in the same format as the one in your financial statements. All
numbers are given in million $.
Mango Rocket SENSEI TAS Logan N
Revenues 65.0 65.7 54.1 94.7 70.8 45.0
Cost of goods sold -22.6 -25.7 -25.1 -41.5 -25.2 -16.7
Inventory costs 0 0 -0.5 -0.2 0 -0.1
Contribution before marketing 42.4 40.0 28.6 52.9 45.6 28.2
Advertising expenditures -6.0 -7.5 -4.5 -12.8 -4.2 -6.1
Commercial team costs -3.7 -3.4 -3.7 -6.3 -3.3 -2.2
Contribution after marketing 32.7 29.2 20.4 33.8 38.0 19.9
Market research studies -0.3 -0.1 -0.4 -0.5 -0.3 -0.4
Research and development -10.6 -10.3 0 -9.4 -9.6 -8.8
Loan reimbursed 0 -0.1 -0.6 0 0 0
Interests paid -0.6 -1.1 -0.1 -1.4 -0.3 -0.6
Exceptional cost or profit 0 0 0 0 0 0
Earnings before taxes 29.1 32.1 19.3 42.5 31.9 18.1
Next Period Budget 11.6 12.9 7.7 17.0 12.7 7.6

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CONSUMER SURVEY – VODITES MARKET – PERIOD 3 - AKEN
This report is empty as there is no brand on Vodites market in period 3.

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CONSUMER PANEL – VODITES MARKET – PERIOD 3 - AKEN
This report is empty as there is no brand on Vodites market in period 3.

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DISTRIBUTION PANEL – VODITES MARKET – PERIOD 3 - AKEN
This report is empty as there is no brand on Vodites market in period 3.

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SEMANTIC SCALES – VODITES MARKET – PERIOD 3 - AKEN
The semantic scales study provides data based on a semantic differential questionnaire administered to 600 individuals. Several semantic
scales corresponding to the Vodites physical attributes were presented to the respondents. For example 1 in Resolution means low Resolution
and 7 in Resolution means high Resolution.
Several crucial information are derived from these questionnaires: brand perceptions, ideal value along each scale, ideal value evolution, brand
maps.

Brand perceptions
No brands were marketed in this market this period.

Ideal Values
Respondents are also asked to indicate their preferred (also called “Ideal”) value on each scale. The reported results are summarized in the
table below, using the mean value for each segment.
Segment Resolution Energy Carbon Footprint Connectivity Apps Price
Innovators 5.1 3.3 4.3 4.8 3.7 6.3
Adopters 4.4 4.0 4.9 3.8 4.3 5.5
Followers 3.3 4.4 3.4 3.1 3.3 4.8

Importance of characteristics
Finally, respondents are asked to rate the importance of each characteristic in their purchasing decision. Although consumer segments differ
on the exact importance ratings attributed to the characteristics, they tend to agree on the ranking of the scales, i.e. their “relative”
importance. This is why only average value are reported on the chart below. Ratings are given on a scale from 1 (not important) to 10 (very
important).

Brand Maps
Brands map are not available as no brands were marketed in this market this period.

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MULTIDIMENSIONAL SCALING OF BRAND SIMILARITIES &
PREFERENCES – VODITES MARKET – PERIOD 3 - AKEN
The Multidimensional Scaling study is not available because of the small number of brands marketed in this market.

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COMPETITIVE ADVERTISING ESTIMATES – VODITES MARKET –
PERIOD 3 - AKEN
This report is empty as there is no brand on Vodites market in period 3.

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COMPETITIVE COMMERCIAL TEAM SIZE ESTIMATES – VODITES
MARKET – PERIOD 3 - AKEN
This report is empty as there is no brand on Vodites market in period 3.

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ADVERTISING EXPERIMENT – VODITES MARKET – PERIOD 3 -
AKEN
You did not launch any brand in this market

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COMMERCIAL TEAM EXPERIMENT – VODITES MARKET – PERIOD
3 - AKEN
You did not launch any brand in this market

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MARKET FORECAST – VODITES MARKET – PERIOD 3 - AKEN
This study provides estimates of the potential size of the market <b>if a brand were introduced next period</b>. Results are given for the
whole market and are also broken down by consumer segment. This forecast is based in declared likelihood of purchase obtained from a
sample of individuals. It should be noted that this forecast does not rely on history and tends to be less accurate and generally somewhat
optimistic.

Potential Total Market Size

The charts below show the potential market size next period and in five periods, <b>if a brand were introduced next period</b>. Market
growth rates are reported as well. Market sizes are given in thousands of units.

Potential Market Size by Consumer Segment

The charts below show the potential market size in one and five periods, <b>if a brand were introduced next period</b>. Results are broken
down by segment. Relative segment size, in % of the total market size, and segment growth rates are reported as well. Sizes are given in
thousands of units.

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Potential consumer segment sizes (in % of total market size)

Expected Consumer Segment Growth Rates (in % units)

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CONJOINT ANALYSIS – VODITES MARKET – PERIOD 3 - AKEN
This report is empty as there is no brand on Vodites market in period 3.

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