Period 2

08/10/2023, 13:59 Print - Digital Markstrat
Company Dashboard – Firm M – Period 2
SPI DMI
1332 1215
SPI Revenues (M$) Earnings Before Taxes (M$)
Total Market Share (%U) Total Market Share (%$)
Brand Revenues (M$) Brand Contribution (M$)
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Financial Report – Firm M – Period 2
The financial statements of firm M published for Period 2 have been prepared on December 31st, Period 2 in accordance with International
Financial Reporting Standards (IFRS), as adopted in the simulated world.
Company Profit & Loss Statement
The table below shows the evolution of firm M financial results in thousands of dollars, as well as the cumulative results since Period 0.
Period 2 Period 1 Period 0 Cumulative
Revenues 66,740 57,410 43,595 167,745

Cost of goods sold -25,737 -24,030 -21,660 -71,427
Inventory costs 0 0 0 0
Contribution before marketing 41,003 33,380 21,935 96,318
Advertising expenditures -3,649 -4,600 -4,000 -12,249
Commercial costs -3,642 -3,422 -1,216 -8,280
Contribution after marketing 33,711 25,358 16,719 75,789
Market research studies -403 -568 -306 -1,277
Research and development -2,140 0 0 -2,140
Marketing & Digital Initiatives -530 -1,095 0 -1,625
Loan reimbursed 0 0 0 0
Loan received 0 0 0 0
Loan interest paid 0 0 0 0
Exceptional cost or profit 0 0 0 0
Earnings before taxes 30,638 23,696 16,413 70,747
Revenues & EBT Evolution Cost Evolution - By Category (%Revenue)
Brand contribution
The table below shows a comparison of the net contribution generated by the brands marketed by firm M in Period 2.
MOST MOVE
Sonites Sonites
Revenues 24,755 41,984

Cost of goods sold -9,213 -16,524
Inventory holding cost 0 0
Inventory disposal loss 0 0
Contribution before
15,542 25,461
marketing
Advertising media -1,240 -1,862
Advertising research -220 -327
Commercial costs -1,909 -1,733
Contribution after
12,173 21,539
marketing
Revenues
Contribution after Marketing
Note: brands with low revenues or contribution (< 5% total) are not shown on
this chart
Marketing results
The section below provides key marketing results for each of your marketed brands
Market Shares
MOST MOVE
Sonites Sonites
Volume Market Share 11.3 % 8.3 %

Value Market Share 6.4 % 11.0 %
Volume sold
The table below provides the volume sold for each of your marketed brands in each distribution channels. Sales are given in thousands of
units.
MOST MOVE
Sonites Sonites
Specialty Stores 65 69
Mass Merch. 96 44
eCommerce 15 14
eStore 3 4
Distribution Coverage
The distribution coverage figures in the chart and table below represent the proportion of distributors who carry a given product. The report
gives the information for each brand currently on the market. The number of distributors in each distribution channel is provided as well.
MOST MOVE
Sonites Sonites
Specialty Stores 46 % 54 %
Mass Merch. 57 % 52 %
eCommerce 40 % 42 %
Specialty Stores Mass Merch. eCommerce
Number of distributors 9,778 6,167 1,028
Brand prices
The table below shows the prices in $ of your marketed brands. The Recommended Retail Price is the price that you specified in your
marketing mix decisions. The Average Retail Price is the average end-user price, taking into account the discount offered by distributors.
Finally, the Average Selling Price is equal to the Average Retail Price minus the distribution margins.
MOST MOVE
Sonites Sonites
Recommended Retail
$220 $510
Price
Average Retail Price $207 $490
Average Selling Price $138 $318
Production Report – Firm M – Period 2
The report below provides with information on production levels and production costs for each of the brands marketed in Period 2.
Sales, Production and Inventory
The chart below shows the units sold , the production level and inventory level for each of your brands at the end of Period 2. All numbers are
given in thousands of units.
Sales, Production and Inventory
Despite all the efforts made by the Production department, they were not able to fullfill all the orders for MOST this period. As a
consequence, some potential sales of MOST have been lost.
Despite all the efforts made by the Production department, they were not able to fullfill all the orders for MOVE this period. As a
consequence, some potential sales of MOVE have been lost.
The table below provides you with additional details such as planned production versus the actual one, and the inventory levels at the
beginning and at the end of Period 2. All numbers are given in thousands of units.
MOST MOVE
Sonites Sonites
Units sold 180 132

Production Plan (your decision) 150 110
Production 180 132
Inventory at beginning of period 0 0
Inventory at end of period 0 0
Unit Cost, COGS and Inventory Holding Cost
COGS (Cost of Goods Sold) are equal to “Units sold” x “Average unit transfer cost”. COGS are given in thousands of $. Finally, this table shows
the costs incurred for holding your inventory (storage cost, cost of capital, …). Inventory holding cost is equal to: “Units in inventory” x
“Average unit transfer cost” x 8%. It is given in thousands of $.
MOST MOVE
Sonites Sonites
Cumulative project production 428,594 333,264

Current unit transfer cost 51 125
Average unit transfer cost 51 125
Units sold 180 132
COGS 9,213 16,524
Inventory at end of period 0 0
Inventory holding cost 0 0
R&D Report – Firm M – Sonites Market – Period 2
Projects completed in Period 2
The projects listed below have just been completed and can be used to launch new brands or upgrade new ones
Physical Characteristics Base Cost in $
Available Since Features (1) Design (2) Battery (3) Display (4) Power (5) Current Minimum Cumulative Budget (k$)
POMOST1 Period 2 5 7 30 14 14 55 55 1,030

POMOVE1 Period 2 6 9 40 22 65 126 126 1,110
(1) Features (Number of): From 5 To 20. (2) Design (Index): From 3 To 10. (3) Battery (Hour): From 24 To 96. (4) Display (Inch): From 4 To 40. (5) Power (GFlops):
From 5 To 100.
Projects completed in past periods
The projects listed below have been completed in past periods. The ones at the top are currently used as the production platform of one or
several of your marketed brands. The ones in italic, if any, are either no longer used or have never been used to produce a brand.
Physical Characteristics Base Cost in $
Available Since Features (1) Design (2) Battery (3) Display (4) Power (5) Current Minimum Cumulative Budget (k$) Platform of Brand
POMOST Period 0 18 3 75 25 12 73 64 1,500 MOST

POMOVE Period 0 13 8 40 40 75 169 151 2,500 MOVE
From 5 To 100.
Projects partially developed in Period 2
You have no partially completed projects.
Shelved projects
You have no shelved projects.
R&D Report – Firm M – Vodites Market – Period 2
Projects completed in Period 2
No projects have been completed in Period 2.
Projects completed in past periods
No projects have been completed in Period 2.
Projects partially developed in Period 2
You have no partially completed projects.
Shelved projects
You have no shelved projects.
Decision Review – Firm M – Sonites Market – Period 2
This report provides a review of the decisions made by firm M at the beginning of Period 2.
Resource Allocation Overview
The three charts below show how resources have been allocated across markets, functions and brands. All numbers are given in thousands of
dollars.
Resource Allocation by Market Resource Allocation by Function – Sonites Brands
Marketing & Digital Initiatives
The table below lists the marketing and the digital initiatives purchased by firm M in Period 2, as well as the cost in dollars.
Implemented Initiatives Cost in $
Product Placement 530,000
Resource Allocation by Brand
R&D projects
The table below lists the projects which the R&D Department will develop in Period 2
Features Design Battery Display Power Requested Base Cost Allocated Budget
Project Objective
(1) (2) (3) (4) (5) ($) (K$)
POMOST1 To target Genz For Most 5 7 30 14 14 0 1,030

To Target Millennials For Brand
POMOVE1 6 9 40 22 65 0 1,110
Move
From 5 To 100.
Online Query
The table below lists the online queries made to the R&D Department while making Period 2 decisions
Query Features (1) Design (2) Battery (3) Display (4) Power (5) Requested Base Cost ($) Requested Budget Minimum Cost
POMIME 8 8 40 26 68 0 890 133

POMINE 9 7 32 14 27 0 1,270 73
POMOST1 5 7 30 14 14 0 1,030 56
POMOST1 5 6 30 9 14 0 1,220 49
POMOVE1 6 9 40 22 65 0 1,110 129
From 5 To 100.
Brand Portfolio
MOST MOVE
Portfolio operation Maintained Maintained

Base project past period POMOST POMOVE
Base project this period POMOST POMOVE
Marketing Mix
MOST MOVE
Production planning (in units) 150,000 110,000

Recommended retail price (in $) 220 510
Advertising media (in K$) 1,240 1,862
Advertising research (in K$) 220 327
Media Strategy
MOST MOVE
Digital Owned 20 % 20 %
Digital Paid 30 % 30 %
Digital Earned 30 % 25 %
Traditional Media 10 % 15 %
Outdoor Media 10 % 10 %
Segmentation Strategy
MOST MOVE
Professional 10 % 5%
Baby Boomers
Gen-X 10 %
Millennials 85 %
Gen-Z 90 %
Perceptual Objectives
MOST MOVE
Dimension 1 Economy Convenience

Position 1 12.0 5.0
Dimension 2 Convenience Performance
Position 2 -5.0 8.0
Commercial Team Size
The table below shows the number of commercial people allocated to each brand in each traditional channel and budget (in thousands
dollars) allocated to each brand in each digital channel during Period 2.
MOST MOVE
Specialty Stores 27 37
Mass Merch. 54 35
eCommerce 155 155
eStore 35 50
The two charts below show how your commercial team is allocated across channels and brands. All numbers are given in number of
salespeople.
The two charts below show how your commercial budget is allocated across digital channels and brands. All numbers are given in thousands
dollars.
Market Research Studies – Sonites Market
The table below lists the market research studies purchased by firm M in Period 2, as well as the cost in dollars.
Purchased Studies Cost in $
Industry benchmarking 31,750

Consumer Survey 63,750
Distribution Panel 63,750
Semantic Scales 10,500
Multidimensional Scaling 37,250
Market Forecast 21,250
Competitive Advertising 31,750
Competitive Commercial Team 16,000
Advertising Experiment 26,500
Commercial Team Experiment 37,250
Customer Centricity 31,750
Media Reporting 31,750
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Decision Review – Firm M – Vodites Market – Period 2
This report is empty as you have not made any decisions for this market.
Feedback from your Coach – Firm M – Period 2
You will find below a few feedback messages that have been generated by the simulation based on your firm situation.
This feedback starts with a section on your firm and continues with a section for each of your brands. The feedback messages focus mainly on
your weaknesses and issues rather than on your strengths or successes. Some messages are more important than others and some messages
can simply be ignored.
The simulation may hide some numbers in case you did not purchase some market studies; so do not be surprised if you see a few ‘XX’ in your
messages.
The feedback messages are a nice complement to your own analysis, but certainly not a substitute. Make sure to spend a good part of your
decision time to review your report and your market studies.
Firm M
 Your overall performance is good. Your firm MOTIVE is ranked: #3 in share price index: #3 in volume market share; #3 in value market
share; and #3 in net contribution.
 Your budget for the next period is 10.6 million dollars. All teams will have about the same budget next period.
Brand MOST
 The feedback below is based on the assumption that MOST is primarily targeted at segment Gen-Z. Ignore this feedback if this is not the
case.
 Gen-Z are ranked #4 in terms of value retail sales ($XX mio). This segment is very attractive in terms of future growth (123%).
 MOST is ranked #2 in Gen-Z with a share of XX%U.This share has increased over the past period by XX%U. The key competitors in this
segment are: ROCK, MOST, TONE, LOCK
 The contribution after marketing of MOST is average. Read the detailed feedback below and try to further increase the performance of
this brand.
 MOST is well perceived by Gen-Z along the product dimensions of the Brand Maps and Perceptual Maps (if available). It does not seem
necessary to do any R+D on this product.
 MOST is based on R+D project POMOST. This project is currently produced at a base cost of $73 but this cost could be reduced down to
$64. This would require a cost-reduction R+D project. Based on the current volume for MOST this would represent a saving of $1.6m.
 The production plan set for MOST was too low (150k units). 180k units were produced. It is estimated that 14k units of potential sales
have been lost.
 85% of Gen-Z are aware of MOST.This is one of the highest awareness levels amongst offerings targeted at Gen-Z.
 MOST is one of the leading offerings targeted at Gen-Z and it has a very high awareness. If you lack resources to develop other
markets or segments, you may consider lowering the advertising on MOST. However, if you maintain a strong advertising budget, this
will create a barrier to entry for new competitors.
Brand MOVE
 The feedback below is based on the assumption that MOVE is primarily targeted at segment Millennials. Ignore this feedback if this is
not the case.
 Millennials are ranked #1 in terms of value retail sales ($XX mio). This segment is highly attractive in terms of future growth (183%).
 MOVE is ranked #3 in Millennials with a share of XX%U.This share has decreased over the past period by XX%U. The key competitors in
this segment are: TOPS, ROLL, MOVE, LOOP
 The contribution after marketing of MOVE is average. Read the detailed feedback below and try to further increase the performance of
this brand.
 MOVE is not very well perceived by Millennials along the product dimensions of the Brand Maps and Perceptual Maps (if available), and
its physical characteristics do not fit Millennials expectations. You need to initiate an R+D project on MOVE to improve its
characteristics. The semantic scales study suggests that you focus on Display, Proc. Power, Battery.
 The production plan set for MOVE was too low (110k units). 132k units were produced. It is estimated that 22k units of potential sales
have been lost.
 85% of Millennials are aware of MOVE.This is one of the highest awareness levels amongst offerings targeted at Millennials.
 The return on marketing investment experiment shows that media: Digital Owned have (has) more potential for increasing awareness
and brand contribution. We invite you to take a closer look on these numbers.
Industry Dashboard – Firm M – Period 2
Stock Market Period 2

Share Price Index Evolution
Cumulative
Net
SPI Revenues Net
Contribution
Contribution
TANGO 1,700 84 42 86
RAJA 1,342 69 31 70
MOTIVE 1,332 67 31 71
LeadTech 1,151 59 26 65
SMART 1,078 54 27 62
N 980 51 20 54
SPI: Share Price Index. Revenues in million $. Net Contribution in million $.

Cumulative NC in million $.
Industry Retail Sales Industry Volume
in million $ in thousands of units
Value Market Shares Unit Market Shares
Top Selling Brands – Retail Sales Top Selling Brands – Volume
in million $ in thousands of units
Industry Information – Period 2
This report provides economic and costing data for the current period as well as estimates for the next period.
Economic Variables
Current Period Value Next Period Estimation
GNP Growth Rate % 3% 3%

Inflation Rate % 2% 2%
Inventory holding cost per annum % Transfer Cost 8% 8%
Loss incurred for inventory disposal % Transfer Cost 20 % 20 %
Commercial people operating cost $ 21,224 21,649
Commercial people hiring and training cost $ 3,184 3,247
Commercial people firing cost $ 5,306 5,412
Market Research Costs
All Markets Sonites Vodites
Industry benchmarking 32,500

Competitive Advertising 32,500 32,500
Competitive Commercial Team 16,250 16,250
Conjoint Analysis 38,000 38,000
Consumer Panel 108,250 75,750
Consumer Survey 65,000 43,250
Customer Centricity 32,500 32,500
Distribution Panel 65,000 54,000
Advertising Experiment 27,000 27,000
Commercial Team Experiment 38,000 38,000
Market Forecast 21,750 21,750
Media Reporting 32,500 32,500
Multidimensional Scaling 38,000 38,000
Semantic Scales 10,750 10,750
Total 32,500 525,500 460,250
(all numbers in $)
Market Report – Sonites Market – Period 2
This report provides general information on the 13 Sonites brands marketed in Period 2.
Brands introduced this period: LOTUS
Brand Retail Sales & Volume
The two tables below show the marketed brand retail sales (in thousands of $) and the volume (in thousands of units), sorted in decreasing
order. Shares of market in value and in unit are also provided
Brand Value Share Retail Sales Variation Brand Unit Share Volume Variation
TOPS 16.8 % 98,183 30,297 TOPS 13.3 % 213 69

ROLL 12.4 % 72,866 16,773 MOST 11.3 % 180 36
MOVE 11.0 % 64,699 7,152 ROCK 10.7 % 171 39
NOVA 9.9 % 57,861 14,646 ROLL 9.4 % 151 42
SOLO 9.5 % 55,693 12,924 TONE 9.0 % 143 24
LOOP 9.2 % 54,043 835 MOVE 8.3 % 132 18
MOST 6.4 % 37,320 6,465 NOVA 7.7 % 124 34
ROCK 5.5 % 31,863 3,764 LOOP 6.8 % 108 -2
TONE 5.2 % 30,557 180 LOCK 6.2 % 100 -5
SOFT 4.7 % 27,738 -1,458 SOLO 5.6 % 89 8
LOCK 3.6 % 20,863 -4,053 SOFT 5.4 % 86 -32
NOON 3.4 % 20,321 771 NOON 4.8 % 77 -5
LOTUS 2.4 % 14,032 New LOTUS 1.5 % 24 New
Total 100.0 % 586,038 88,296 Total 100.0 % 1,598 225
Brand Characteristics
The table below lists the physical attributes of marketed brands, as well as their price and estimated unit cost, both in $.
Launched Base Cost

Brand Features (1) Design (2) Battery (3) Display (4) Power (5) Price Base Cost (%Price)
in ($)
LOCK Period 0 18 3 75 25 12 220 73 33 %

LOOP Period 0 13 8 40 40 75 520 169 32 %
LOTUS Period 2 13 8 40 40 75 599 169 28 %
MOST Period 0 18 3 75 25 12 220 73 33 %
MOVE Period 0 13 8 40 40 75 510 169 33 %
NOON Period 0 18 3 75 25 12 272 73 26 %
NOVA Period 0 13 8 40 40 75 487 169 34 %
ROCK Period 0 18 3 75 25 12 200 73 36 %
ROLL Period 0 13 8 40 40 75 500 169 33 %
SOFT Period 0 18 3 75 25 12 332 73 22 %
SOLO Period 0 13 8 40 40 75 650 169 26 %
TONE Period 0 18 3 75 25 12 225 73 32 %
TOPS Period 0 13 8 40 40 75 479 169 35 %
(1) # Features (Number of): From 5 To 20. (2) Design (Index): From 3 To 10. (3) Battery (Hour): From 24 To 96. (4) Display (Inch): From 4 To 40. (5) Proc. Power
(GFlops): From 5 To 100.
Market Report – Vodites Market – Period 2
This report is empty as there is no brand on Vodites market in period 2.
Industry Benchmarking – Period 2
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 $.
MOTIVE RAJA SMART TANGO LeadTech N
Revenues 66.7 69.2 54.3 84.4 58.6 50.7

Cost of goods sold -25.7 -27.0 -16.4 -32.6 -21.2 -20.1
Inventory costs 0 -0.4 -0.6 0 -0.8 -0.2
Contribution before marketing 41.0 41.7 37.3 51.8 36.6 30.4
Advertising expenditures -3.6 -5.4 -5.8 -5.5 -6.9 -6.6
Commercial team costs -3.6 -1.9 -3.5 -2.7 -2.2 -1.3
Contribution after marketing 33.7 34.4 27.9 43.7 27.5 22.6
Market research studies -0.4 -0.6 0 -0.4 -0.4 -0.5
Research and development -2.1 -2.3 0 -1.7 0 -2.0
Marketing & Digital Initiatives -0.5 -0.3 -0.9 -0.1 -0.9 0
Loan reimbursed 0 0 0 0 0 0
Interests paid 0 0 0 0 0 0
Exceptional cost or profit 0 0 0 0 0 0
Earnings before taxes 30.6 31.3 27.0 41.5 26.2 20.0
Next Period Budget 10.6 10.6 10.6 10.6 10.6 10.6
Consumer Survey – Sonites Market – Period 2
This survey questionnaire has been administered to 3,000 individuals during Period 2. It gives brand awareness, purchase intentions and
shopping habits data for each consumer segment in the Sonites market
Brand Awareness
The brand awareness figures in the chart and table below represent the proportion of individuals who have unaided recall of a brand name.
The report gives the information for each brand currently on the market, in total and by consumer segment.
Average Brand Awareness (in %)
Brand Awareness by Consumer Segment
Brand Firm Professional Baby Boomers Gen-X Millennials Gen-Z
LOCK LeadTech 68 % 71 % 49 % 50 % 70 %
LOOP LeadTech 74 % 69 % 75 % 85 % 78 %
LOTUS LeadTech 32 % 35 % 65 % 34 % 36 %
MOST MOTIVE 71 % 74 % 58 % 60 % 85 %
MOVE MOTIVE 77 % 77 % 79 % 85 % 74 %
NOON N 67 % 84 % 53 % 51 % 81 %
NOVA N 78 % 70 % 79 % 81 % 73 %
ROCK RAJA 73 % 70 % 60 % 66 % 87 %
ROLL RAJA 79 % 73 % 81 % 86 % 81 %
SOFT SMART 84 % 79 % 61 % 65 % 81 %
SOLO SMART 78 % 77 % 87 % 79 % 74 %
TONE TANGO 67 % 74 % 55 % 59 % 85 %
TOPS TANGO 78 % 78 % 83 % 85 % 75 %
Purchase Intentions
The purchase intentions figures in the chart and table below represent the proportion of individuals who would select a brand as their first
choice, if they were buying within a year. The report gives the information for each brand currently on the market, in total and by consumer
segment. Please note that these figures correspond to the situation of the period when the study is done and does not necessarily represent
purchase intentions for the following year.
Average Purchase Intentions
Purchase Intentions by Consumer Segment
Brand Firm Professional Baby Boomers Gen-X Millennials Gen-Z
LOCK LeadTech 6% 13 % 0% 1% 16 %
LOOP LeadTech 10 % 3% 12 % 14 % 0%
LOTUS LeadTech 3% 1% 4% 3% 0%
MOST MOTIVE 6% 13 % 0% 1% 24 %
MOVE MOTIVE 10 % 4% 13 % 16 % 0%
NOON N 6% 14 % 0% 1% 11 %
NOVA N 12 % 3% 19 % 14 % 0%
ROCK RAJA 6% 13 % 0% 1% 28 %
ROLL RAJA 11 % 3% 16 % 18 % 0%
SOFT SMART 8% 13 % 0% 1% 4%
SOLO SMART 7% 3% 5% 10 % 0%
TONE TANGO 6% 14 % 0% 1% 17 %
TOPS TANGO 12 % 4% 29 % 18 % 0%
Shopping Habits
The shopping habits data in the chart below represents, for each channel, the proportion of individuals who would choose that channel when
shopping for Sonites.
Shopping Habits
Consumer Panel – Sonites Market – Period 2
This market study was not purchased this period
Distribution Panel – Sonites Market – Period 2
The distribution panel provides continuous tracking of product sales to consumers, based on information gathered at the retail point-of-sale.
Information is primarily gathered from scanning cash-registers with supplementary store audits. Our read represents sales in about 35,000
retail outlets in the simulated world. This report gives market shares and coverage data, by distribution channel.
Sales and Market Shares by Channel
The table and charts below provide the market shares, based on units sold, by channel for each brand currently on the market. They also give
the unit product category sales by channel and in total. The relative sizes of the channel are provided as well.
Market Shares by Channel (%Unit)
Brand Firm Specialty Stores Mass Merch. eCommerce eStore
LOCK LeadTech 6% 7% 7% 6%
LOOP LeadTech 7% 5% 9% 11 %
LOTUS LeadTech 2% 1% 2% 3%
MOST MOTIVE 9% 16 % 8% 5%
MOVE MOTIVE 10 % 7% 7% 7%
NOON N 7% 3% 6% 3%
NOVA N 9% 6% 10 % 7%
ROCK RAJA 5% 17 % 10 % 10 %
ROLL RAJA 11 % 7% 10 % 13 %
SOFT SMART 7% 3% 5% 6%
SOLO SMART 6% 5% 6% 7%
TONE TANGO 8% 11 % 7% 7%
TOPS TANGO 15 % 12 % 13 % 17 %
Unit Sales by Channel in thousands of units Relative Channel Sizes (%Units Sold)
Distribution Coverage
The distribution coverage figures in the charts and table below represent the proportion of stores who carry a given brand. The report gives
the information for each brand currently on the market. The number of outlets in each distribution channel is provided as well.
eStore is not part of this study, as it represents the online « store » of your company and distributes directly your products as a direct
distributor.
Distribution Coverage by Channel (%Stores)
Brand Firm Specialty Stores Mass Merch. eCommerce
LOCK LeadTech 27 % 25 % 39 %
LOOP LeadTech 31 % 29 % 43 %
LOTUS LeadTech 28 % 23 % 41 %
MOST MOTIVE 46 % 57 % 40 %
MOVE MOTIVE 54 % 52 % 42 %
NOON N 39 % 13 % 40 %
NOVA N 33 % 31 % 44 %
ROCK RAJA 19 % 47 % 43 %
ROLL RAJA 43 % 34 % 44 %
SOFT SMART 51 % 37 % 42 %
SOLO SMART 47 % 45 % 43 %
TONE TANGO 41 % 49 % 42 %
TOPS TANGO 49 % 50 % 45 %
Number of outlets in each Channel Relative Channel Sizes (%Outlet)
Customer Centricity – Firm M – Sonites Market – Period 2
The Purchase Funnel which is an overview of the steps in customer’ purchases – Awareness, Consideration, Preference, Purchase Intention,
Market Share, Loyalty and Advocacy. The purchase funnel can be examined by brands and by consumer segment (use drop down menus).
Purchase Funnel
MOST All Segments
100%
0%
Awareness
100%
0%
Consideration
100%
0%
Preference
100%
0%
Purchase Intention
100%
0%
Market Share
100%
0%
Loyalty
100%
0%
Advocacy
Purchase Funnel
MOVE All Segments
100%
0%
Awareness
100%
0%
Consideration
100%
0%
Preference
100%
0%
Purchase Intention
100%
0%
Market Share
100%
0%
Loyalty
100%
0%
Advocacy
Marketing & Digital Initiatives
Marketing and Digital Initiatives (“marketing powerhouse”) do have an impact on the consumer’s purchase funnel (“Customer’s centricity”).
More specifically, depending on the type of initiative that you launch, it may impact:
AWARENESS
INTEREST (consideration + preferences)
ACTION: (purchase intentions + market shares)
ENGAGEMENT (loyalty + advocacy)
The Table below reflects the estimated impact of having launched an initiative at the brand level.
You have implemented 1 marketing/digital initiative(s) last period (Product Placement). These initiatives had an estimated global effect at
the firm's level as follows: High impact on Awareness, No impact on Interest, No impact on Action and No impact on Engagement. The Table
below reflects the estimated impact at the brand level.
Awareness Interest Action Engagement
MOST 0.30 % 0.00 % 0.00 % 0.00 %

MOVE 0.29 % 0.00 % 0.00 % 0.00 %
Semantic Scales – Sonites Market – Period 2
The semantic scales study provides data based on a semantic differential questionnaire administered to 600 individuals. Several semantic
scales corresponding to the Sonites physical attributes were presented to the respondents. The figure below shows a sample scale.
Low High
Proc. Proc.
Power Power
1 2 3 4 5 6 7
Several crucial information are derived from these questionnaires: brand perceptions, ideal value along each scale, ideal value evolution,
brand maps.
Brand perceptions
Respondents are asked to rate each brand according to the way they perceive the brand on each characteristic. The reported results are
summarized in the table below, using the mean value for each brand.
Brand Firm # Features Design Battery Display Proc. Power Price
LOCK LeadTech 6.3 1.5 5.4 4.6 1.5 2.4

LOOP LeadTech 4.3 5.8 2.2 6.5 5.5 6.2
LOTUS LeadTech 4.3 5.7 2.2 6.5 5.9 6.5
MOST MOTIVE 6.3 1.5 5.4 4.6 1.5 2.3
MOVE MOTIVE 4.3 5.6 2.2 6.5 5.4 6.2
NOON N 6.3 1.5 5.4 4.6 1.5 2.6
NOVA N 4.3 5.7 2.2 6.5 5.5 6.0
ROCK RAJA 6.3 1.5 5.4 4.6 1.5 2.2
ROLL RAJA 4.3 5.7 2.2 6.5 5.3 6.2
SOFT SMART 6.3 1.5 5.4 4.6 1.5 3.3
SOLO SMART 4.3 5.8 2.3 6.5 5.4 6.5
TONE TANGO 6.3 1.5 5.4 4.6 1.6 2.4
TOPS TANGO 4.3 5.8 2.3 6.5 5.4 6.0
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 # Features Design Battery Display Proc. Power Price
Professional 4.5 1.9 5.8 5.9 6.1 3.5

Baby Boomers 1.9 5.2 3.0 4.3 4.2 2.8
Gen-X 5.3 5.4 4.9 5.6 5.7 5.6
Millennials 3.2 5.7 3.4 4.4 4.7 5.9
Gen-Z 2.6 3.8 1.8 2.8 2.4 2.2
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).
Importance of characteristics
Brand Maps
Maps representing consumers’ perceptions based on the semantic scales can be obtained for each pair of attributes. Five maps are provided
below. We invite you to export data into Excel and draw additional maps if needed
Brand Map – Price X # Features
Brand Map – Price X Design
Brand Map – Price X Battery
Brand Map – Price X Display
Brand Map – Price X Proc. Power
Ideal Value Evolution
This study monitors the evolution of consumer needs over time. The preferred values on each scale over the past (3 years maximum) are
recorded in the table below, for each consumer segment.
Segment Period # Features Design Battery Display Proc. Power Price
Baby Boomers Period 0 1.8 5.2 3.0 4.0 3.7 3.1

Gen-X Period 0 5.8 5.7 5.0 5.4 5.1 5.1
Gen-X Period 1 5.5 5.5 5.0 5.5 5.4 5.3
Gen-X Period 2 5.3 5.4 4.9 5.6 5.7 5.6
Gen-Z Period 0 2.5 3.8 1.7 2.5 2.3 2.2
Gen-Z Period 1 2.5 3.8 1.7 2.6 2.4 2.2
Gen-Z Period 2 2.6 3.8 1.8 2.8 2.4 2.2
Millennials Period 0 3.2 6.0 3.5 4.8 4.8 5.9
Professional Period 0 4.7 1.7 6.2 6.1 6.3 3.3
Online Tool - Additional Charts
The most important charts and graph of the Semantic Scales study are given in the above report. But an online tool provides additional charts
that will allow you to:
- Monitor the evolution of ideal values in a visual way
- Design Powerful R&D projects.
Access Additional Charts
Multidimensional Scaling of Brand Similarities & Preferences – Sonites Market – Period 2
This study provides a joint space configuration obtained with non-metric multidimensional scaling. It relies on similarity and preference data
on the complete set of brands available in the market. These data were obtained through interviews with 200 individuals.
Perceptual Map
The study provides a graphical representation of the perceptual positioning of Sonites brands and consumer segments’ ideal points. Three
dimensions, interpreted as Economy, Performance, Convenience were sufficient to provide a good fit to the data. The two perceptual maps
are given below.
Perceptual Map – Economy X Performance
Perceptual Map – Economy X Convenience
Brand Perceptions
The table below gives the coordinates of the brand positions on the perceptual map, on a scale from -20 to +20.
Brand Firm Economy Performance Convenience
LOCK LeadTech 10.4 -10.9 -10.0

LOOP LeadTech -14.7 13.1 6.1
LOTUS LeadTech -17.7 14.0 5.6
MOST MOTIVE 11.1 -10.9 -10.0
MOVE MOTIVE -14.7 12.4 5.5
NOON N 9.0 -10.9 -10.7
NOVA N -13.7 13.1 5.6
ROCK RAJA 11.9 -10.8 -9.6
ROLL RAJA -14.4 12.1 5.7
SOFT SMART 4.6 -10.9 -9.8
SOLO SMART -18.3 12.3 6.5
TONE TANGO 10.5 -10.2 -10.7
TOPS TANGO -13.3 12.2 6.4
Ideal Values
The table below gives the coordinates of the brand positions on the perceptual map, on a scale from -20 to +20.
Segment Economy Performance Convenience
Professional 3.3 13.5 -7.0

Baby Boomers 8.2 1.7 2.8
Gen-X -10.4 11.0 8.5
Millennials -12.4 3.9 6.7
Gen-Z 12.1 -9.9 -4.6
Ideal Value Evolution
This study monitors the evolution of consumer needs over time. The preferred values on each perceptual map dimension over the past (3
years maximum) are recorded in the table below, for each consumer segment.
Segment Period Economy Performance Convenience
Baby Boomers Period 0 6.0 -1.6 2.8

Baby Boomers Period 1 7.3 0 2.8
Baby Boomers Period 2 8.2 1.7 2.8
Gen-X Period 0 -7.3 8.1 10.5
Gen-X Period 1 -8.8 9.7 9.4
Gen-X Period 2 -10.4 11.0 8.5
Gen-Z Period 0 11.9 -10.8 -4.9
Gen-Z Period 1 12.0 -10.3 -4.8
Gen-Z Period 2 12.1 -9.9 -4.6
Millennials Period 0 -12.9 5.5 8.3
Professional Period 0 4.4 14.9 -7.4
Influence of Product Characteristics on Perceptual Dimensions
An indication of the influence of product characteristics on perceptual dimensions is provided in the table below to help you interpret the
dimension that were derived from the study.
Dimension # Features Design Battery Display Proc. Power Price
Economy Slight Slight Slight Slight Slight Very Strong

Performance Slight Slight Slight Moderate Very Strong Slight
Convenience Moderate Very Strong Moderate Slight Slight Slight
Online Tool - Additional Charts
The most important charts and graph of the multidimensional scaling study are given in the above report.But an online tool provides
additional charts that will allow you to:
- Monitor the evolution of ideal values in a visual way
- Design Powerful R&D projects.
Access Additional Charts
Competitive Intelligence – Sonites Market – Period 2
These two studies provide estimates of the advertising and commercial team budgets spent by the 6 companies in the Sonites market during
Period 2.
Competitive Advertising Estimates – Sonites Market – Period 2
Estimates of competitive advertising budgets are given by firm, by brand and by consumer segments. All brands marketed in the current
period are included in the study.
Estimated Total Advertising Expenditures (in million dollars) – By Firm and by Consumer Segment
Estimated Brand Advertising Expenditures (in thousand dollars) – Total and by Consumer Segment
Brand Professional Baby Boomers Gen-X Millennials Gen-Z Total
LOCK 470 260 100 100 100 1,030

LOOP 260 260 420 1,740 260 2,940
LOTUS 260 260 1,670 420 260 2,870
MOST 230 120 120 120 880 1,470
MOVE 240 180 300 1,230 180 2,130
NOON 370 730 260 260 1,050 2,670
NOVA 890 370 1,100 1,200 370 3,930
ROCK 340 340 290 290 1,100 2,360
ROLL 460 350 690 1,270 290 3,060
SOFT 1,510 240 240 360 240 2,590
SOLO 370 300 1,940 370 300 3,280
TONE 170 460 170 170 1,030 2,000
TOPS 290 290 1,090 1,440 290 3,400
Estimated Communication Dimensions and Message Quality
The table below provides an estimate of the dimensions that have been used in brand communication, as well as an estimate of the message
quality. Higher message qualities are obtained with higher advertising research budgets.
Brand Firm Communication Dimensions Message Quality
LOTUS LeadTech PPower & Display Average

LOCK LeadTech Performance & Convenience Poor
LOOP LeadTech Design & Price Average
MOST MOTIVE Economy & Convenience Good
MOVE MOTIVE Convenience & Performance Average
NOON N
NOVA N
ROCK RAJA Performance & Convenience Excellent
ROLL RAJA Performance & Convenience Excellent
SOFT SMART Economy & Convenience Average
SOLO SMART Performance & Convenience Average
TONE TANGO Price & PPower Good
TOPS TANGO Performance & Convenience Good
Competitive Commercial Team Size Estimates – Sonites Market – Period 2
Estimates of competitive commercial team size are given by firm, by brand and by distribution channel. The breakdown by brand and channel
is also provided. All brands marketed in the current period are included in the study.
Estimated Commercial Team Size (in full-time equivalent) – By Firm and by Distribution Channel
Estimated Digital Distribution Budget (in thousands dollar) – By Firm and by Distribution Channel
Estimated Brand Commercial Team Sizes & Budget (in commercial people equivalent & K$) – Total and by Distribution Channel
Brand Specialty Stores Mass Merch. eCommerce eStore Total
LOCK 11 10 120 72 21 / 192

LOOP 12 12 150 80 24 / 230
LOTUS 12 10 180 80 22 / 260
MOST 27 54 155 35 81 / 190
MOVE 37 35 155 50 72 / 205
NOON 22 3 83 21 25 / 104
NOVA 13 13 62 21 26 / 83
ROCK 5 25 125 120 30 / 245
ROLL 20 15 120 120 35 / 240
SOFT 36 18 573 110 54 / 683
SOLO 29 29 302 110 58 / 412
TONE 20 30 100 86 50 / 186
TOPS 25 30 150 100 55 / 250
Media Reporting – Firm M – Sonites Market – Period 2
This Report contain all information related to media.
Media Share Of Voice & Coverage
Share of voice measures how much of the conversation with target consumers your brand owns versus your competitors. This conversation
can be on social media, your blog, and any other place your target audience can hear from brands. Media coverage is used to refer to all blog
articles, RSS feeds, video content or other types of digital content (produced by individuals or organisations other than your own company)
where your brand, products or services are discussed or shown
Media Share Of Voice
Media Coverage
Media Habits & Return on Marketing Investment
The segments media habits represents the media usage of any target group. Usually, this research is used by media planners at the highest
levels of media buying. Return on marketing investment (ROMI) is the contribution to profit attributable to marketing (net of marketing
spending), divided by the marketing 'invested' or risked on each media category.
You did not produce enough units of MOST. The results of the experiment below are irrelevant because production could not ship enough
units to the test regional market and could not avoid the production shortage situation.
You did not produce enough units of MOVE. The results of the experiment below are irrelevant because production could not ship enough
Segments Media Habits Return On Marketing Investment
Advertising Experiment – Sonites Market – Period 2
This experiment is conducted by increasing advertising budgets in a selected regional market. The results of the study are used to project the
level of awareness and the market share that would have been achieved nationwide by each brand with the same increase in advertising, and
if competitive actions have remained unchanged. The impact on brand contribution is provided as well.
The results below would have been achieved by a given brand if its advertising budget had been increased by 20% and if competitive actions
had remained unchanged.
Expected Change in Contribution (in K$)
Expected Change in Brand Awareness Expected Change in unit Market Share (%U)
Brand Profs Boomers Gen-X Millennials Gen-Z Brand Profs Boomers Gen-X Millennials Gen-Z
MOST 1.0 % 0.5 % 0.7 % 0.8 % 0.7 % MOST -0.1 % -0.4 % 0.0 % 0.0 % 0.3 %
MOVE 0.9 % 0.7 % 0.6 % 0.7 % 1.1 % MOVE -0.1 % -0.1 % 0.0 % 0.1 % 0.0 %
Commercial Team Experiment – Sonites Market – Period 2

This experiment is set up by increasing the number of commercial people or budget per channel in a selected regional market. The results of
the study are used to project the additional number of distributors and the market share that would have been achieved nationwide by each
brand with the same increase in commercial team and if competitive actions have remained unchanged. The impact on brand contribution is
provided as well.
The results below would have been achieved if the number of salespeople had been increased by 10 in each traditional channel and 10%
budget increase for each digital channel and if competitive actions had remained unchanged.
Expected Change in Contribution (in K$)
Expected Change in Number of Distributors Expected Change in unit Market Share (%U)
Specialty Specialty
Brand Mass Merch. eCommerce eStore Brand Mass Merch. eCommerce eStore
Stores Stores
MOST 179 44 0 0 MOST 0.2 % 0.0 % 0.0 % 0.1 %

MOVE 153 71 0 0 MOVE 0.1 % 0.0 % 0.0 % 0.1 %
Market Forecast – Sonites Market – Period 2
This study provides estimates of the expected market size in one period and in five periods. Results are given for the whole market and are
also broken down by consumer segment.
Total Market Size
The charts below show the actual market size this period and the expected market size in one and five periods. Market growth rates are
reported as well. Market sizes are given in thousands of units.
Market Size (in thousands of units) Market Growth rates (in %)
Market Size by Consumer Segment
The charts below show the actual market size this period and the expected market size in one and five periods. 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.
Market size broken down by consumer segment (in thousands of units)
Consumer Segment Growth Rates (in % units)
Current Period In Five Periods

Period 2

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08/10/2023, 13:59 Print - Digital Markstrat

Company Dashboard – Firm M – Period 2

SPI Revenues (M$) Earnings Before Taxes (M$)

Total Market Share (%U) Total Market Share (%$)

Brand Revenues (M$) Brand Contribution (M$)

Financial Report – Firm M – Period 2

Company Profit & Loss Statement

Period 2 Period 1 Period 0 Cumulative

Revenues 66,740 57,410 43,595 167,745

Revenues & EBT Evolution Cost Evolution - By Category (%Revenue)

Revenues 24,755 41,984

Volume Market Share 11.3 % 8.3 %

Specialty Stores Mass Merch. eCommerce

Number of distributors 9,778 6,167 1,028

Production Report – Firm M – Period 2

Sales, Production and Inventory

Sales, Production and Inventory

Units sold 180 132

Unit Cost, COGS and Inventory Holding Cost

Cumulative project production 428,594 333,264

R&D Report – Firm M – Sonites Market – Period 2

Projects completed in Period 2

Physical Characteristics Base Cost in $

POMOST1 Period 2 5 7 30 14 14 55 55 1,030

Projects completed in past periods

Physical Characteristics Base Cost in $

POMOST Period 0 18 3 75 25 12 73 64 1,500 MOST

Projects partially developed in Period 2

You have no partially completed projects.

You have no shelved projects.

R&D Report – Firm M – Vodites Market – Period 2

Projects completed in Period 2

No projects have been completed in Period 2.

Projects completed in past periods

No projects have been completed in Period 2.

Projects partially developed in Period 2

You have no partially completed projects.

You have no shelved projects.

Decision Review – Firm M – Sonites Market – Period 2

Resource Allocation Overview

Resource Allocation by Market Resource Allocation by Function – Sonites Brands

Marketing & Digital Initiatives

Implemented Initiatives Cost in $

Product Placement 530,000

Resource Allocation by Brand

POMOST1 To target Genz For Most 5 7 30 14 14 0 1,030

POMIME 8 8 40 26 68 0 890 133

Portfolio operation Maintained Maintained

Production planning (in units) 150,000 110,000

Dimension 1 Economy Convenience

Commercial Team Size

Market Research Studies – Sonites Market

Purchased Studies Cost in $

Industry benchmarking 31,750

Decision Review – Firm M – Vodites Market – Period 2

Feedback from your Coach – Firm M – Period 2

Industry Dashboard – Firm M – Period 2

Stock Market Period 2

SPI: Share Price Index. Revenues in million $. Net Contribution in million $.

Industry Retail Sales Industry Volume

in million $ in thousands of units

Value Market Shares Unit Market Shares

Top Selling Brands – Retail Sales Top Selling Brands – Volume