Report Othello l Per09 6312

8/10/2019 Report Othello l Per09 6312

1/93

FINANCIAL REPORT FIRM L PERIOD 9Company Profit & Loss Statement

Period 0 Period 1

Revenues 36,284 41,963

Cost of goods sold -18,612 -17,468

Inventory holding costs -111 -80

Inventory selling costs 0 0Contribution before marketing 17,561 24,415

Advertising media -3,840 -3,750

Advertising research -160 -750

Commercial team costs -1,224 -1,373

Contribution after marketing 12,337 18,542

Market research studies -245 -375

Research and development 0 0

Interests paid 0 0

Exceptional costs or profits 0 0

Earnings before taxes 12,092 18,167

All numbers in thousands of dollars

Market ContributionSonites Vodites

Revenues 50,896 35,885


Inventory holding costs -1,946 -1,263

Inventory selling costs 0 0

Contribution before marketing 13,802 6,444


Advertising research -1,900 -700


Contribution after marketing -3,900 -2,000

Market research studies -427 -349

Research and development 0 0

Net contribution -4,326 -2,349


Product ContributionLokv Lever

Sonites Vodites

Revenues 22,321 20,533


Inventory holding costs 0 -255Inventory selling costs 0 0

Contribution before marketing 12,628 5,728


Advertising research -500 -300


Contribution after marketing 7,895 1,886



2/93

Retail and Selling PricesLovro LOSOS

Sonites Sonites

Rec. retail price 290 372

Average retail price 276 364

Average selling price 182 230

Market SharesLokv Lever

Sonites Vodites

Market share - Unit 2.9% 7.0%

Market share - Value 4.9% 7.3%

Distribution Coverage and Volume Sold

Specialty Stores

Lero Vodites 30%

Lever Vodites 37%

Lokv Sonites 38%

LOSOS Sonites 38%

Lova Sonites 39%

Lovro Sonites 44%

Sales, Production and InventoryLokv Lever

Sonites Vodites

Volume sold 76 64

Planned production 60 15

Actual production 72 12

Inventory at beginning of period 4 67

Inventory at end of period 0 14

All numbers in thousands of units

Unit Cost, COGS and Inventory Holding Cost

Lokv LeverSonites 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 t


3/93

Research and Development Projects

MARKET : SONITESAvailable since

PeriodNo. of Features

Popaj 8 7

Poriluk 7 11

porko 4 12

Polo 2 5

POLOCK 0 18

POLOOP 0 13

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

MARKET : VODITESAvailable since

PeriodResolution

Pen 6 44

Pepa PIG 5 65

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


4/93

Period 2 Period 3 Period 4 Period 5 Period 6 Period 7

41,435 62,470 34,950 62,743 73,780 60,210

-16,923 -46,192 -40,643 -63,718 -63,191 -45,775

-79 -8 0 -480 -495 -5,029

0 0 0 0 0 024,433 16,271 -5,693 -1,455 10,093 9,406

-3,730 -4,103 -3,675 -6,030 -5,977 -7,818

-750 -800 -500 -800 -800 -1,200

-1,635 -2,529 -1,978 -2,953 -3,150 -5,590

18,318 8,839 -11,846 -11,238 167 -5,202

-382 -390 -724 -752 -782 -783

-900 0 -1,040 -10,230 -3,810 -1,030

0 0 0 0 0 0

0 -188 -21 0 0 0

17,036 8,261 -13,630 -22,219 -4,426 -7,015

Lero LOSOS Lova Lovro

Vodites Sonites Sonites Sonites

15,352 13,634 10,674 4,266

-13,627 -8,632 -12,960 -3,863

-1,008 -9 -5 -1,9310 0 0 0

716 4,992 -2,290 -1,528

-2,522 -1,552 -2,328 -2,425

-400 -500 -400 -500

-1,681 -1,684 -1,602 -1,978

-3,886 1,256 -6,621 -6,431


5/93

Lever Lero Lokv Lova

Vodites Vodites Sonites Sonites

510 448 468 230

489 419 455 221

320 284 294 145



5.9% 2.2% 2.8% 0.9%

5.3% 3.1% 2.3% 0.9%

Mass

MerchandisersOnline Stores Specialty Stores

Mass

MerchandisersOnline Stores

39% 28% 11,962 26,816 15,333

23% 30% 27,596 17,378 19,180

12% 38% 38,860 6,062 30,917

11% 37% 39,282 4,042 15,842

13% 39% 31,560 14,439 27,636

21% 30% 9,168 7,940 6,328

Total Number of Outlets 8,222 7,333 1,222



54 59 74 23

0 38 80 0

0 33 74 0

109 27 0 171

54 1 0 148

Lero LOSOS Lova LovroVodites Sonites Sonites Sonites

54 59 74 23

231 143 176 163

252 146 176 165

13,627 8,632 12,960 3,863

54 1 0 148

1,008 9 5 1,931

ousands of dollars

Distribution Coverage (% outlets) Volume sold


6/93

Design Index Battery Life Display SizeProcessing

Power

Desired base

cost

Minimum base

cost

8 44 30 71 167 167

8 50 19 53 137 136

4 74 32 81 181 178

8 48 33 50 299 141

3 75 25 12 89 78

8 40 40 75 205 184

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

Energy

Efficiency

Carbon

FootprintConnectivity No. of Apps

Desired base

cost

Minimum base

cost

63 21 7 20 273 273

55 33 6 59 279 275

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


7/93

Period 8 Period 9 Period 10 Cumulative

62,185 86,781 562,800

-44,323 -63,325 -420,169

-5,797 -3,209 -15,289

0 0 012,065 20,247 127,343

-8,806 -13,289 -61,018

-1,400 -2,600 -9,760

-6,537 -10,257 -37,225

-4,677 -5,900 19,339

-798 -814 -6,044

-1,200 0 -18,210

0 0 0

0 0 -209

-6,675 -6,714 -5,124


8/93


9/93

Required budget

for completion

Cumulative

allocated budget

0 1,200

0 1,030

0 1,040

0 900

0 1,500

0 2,500

Required budget

for completion

Cumulative

allocated budget

0 3,810

0 10,230


10/93

INDUSTRY DASHBOARD PERIOD 9

Period FirmShare Price

IndexRevenues

Net

contribution

9 L 814 86,781 -6,714

9 M 1,963 141,611 24,635

9 N 2,194 237,403 62,1969 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 92,9815 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. Volum


11/93

Market share -

ValueRetail sales

Market share -

UnitVolume sold

11.7% 132,851 9.9% 350

18.6% 211,234 18.5% 655

31.6% 358,216 29.4% 1,0426.1% 68,918 5.1% 180

10.7% 121,604 11.0% 388

21.2% 240,046 26.2% 930

9.8% 95,622 7.8% 233

17.9% 174,834 17.1% 515

33.5% 327,005 30.5% 915

8.8% 86,244 7.6% 229

11.5% 112,748 12.1% 363

18.5% 180,600 24.9% 749

11.0% 93,181 9.5% 246

16.1% 136,253 14.2% 370

24.1% 204,053 22.9% 596

8.3% 70,637 7.2% 187

16.2% 136,695 15.7% 407

24.2% 205,133 30.5% 792

14.2% 114,247 14.0% 344

20.7% 166,662 15.8% 388

14.3% 115,364 14.5% 355

8.9% 71,729 7.7% 188

18.4% 148,224 17.8% 437

23.6% 190,234 30.1% 738

11.8% 96,728 16.1% 384

32.6% 266,896 22.2% 5277.6% 62,419 6.9% 165

11.6% 94,924 10.7% 255

16.3% 132,993 17.4% 412

20.1% 164,285 26.7% 633

e sold is given in thousands of units.


12/93

MARKET REPORT SONITES MARKET PERIOD 9Retail Sales and Volume Sold

MARKET : SONITESLaunched in

Period

Market share -

ValueRetail sales

Lokv 8 4.9% 34,485

LOSOS 5 3.1% 21,565

Lova 9 2.3% 16,286Lovro 3 0.9% 6,474

MOKA 5 6.6% 46,507

MOPRO 6 4.5% 31,883

MOST 0 3.7% 26,121

MOVE 0 0.6% 4,570

NOLLA 6 8.5% 59,736

NORBIT 4 10.8% 76,103

NOVA 0 3.8% 26,986

NOVICE 6 7.3% 51,298

ROCK 0 1.0% 7,257

ROEX 6 0.0% 278

ROKO 5 0.5% 3,452

ROLL 0 1.9% 13,705

ROYAL 3 1.0% 7,196

SODA 4 0.5% 3,758

SOFT 0 2.7% 18,743

SOLO 0 0.6% 4,439

SOSA 3 4.6% 32,552

TONE 0 13.6% 95,254

TOPS 0 1.9% 13,155

TORO 4 9.5% 66,986

Total 4 4.0% 28,428

TOWN 4 1.0% 7,106

Retail sales are given in thousands of dollars. Volume sold is given in thousands of un

If the table above is empty, it means that no offerings are marketed yet in the Sonite

Physical Characteristics

MARKET : SONITESLaunched in

Period

No. of

FeaturesDesign Index

Lokv 8 11 8

LOSOS 5 12 4

Lova 9 7 8

Lovro 3 5 8MOKA 5 9 6

MOPRO 6 13 7

MOST 0 8 8

MOVE 0 16 7

NOLLA 6 7 8

NORBIT 4 10 8

NOVA 0 13 7

NOVICE 6 8 7


13/93

ROCK 0 9 7

ROEX 6 13 4

ROKO 5 13 8

ROLL 0 13 8

ROYAL 3 8 8

SODA 4 17 9

SOFT 0 7 8

SOLO 0 13 8SOSA 3 7 8

TONE 0 10 7

TOPS 0 9 8

TORO 4 9 8

Total 4 15 7

TOWN 4 13 4

Retail price and Base cost are given in dollar. Physical characteristics are given in the

If the table above is empty, it means that no offerings are marketed yet in the Sonite


14/93

VariationMarket share -

UnitVolume sold Variation

Rec. retail

priceBase Cost

10,851 2.9% 76 24 468 134

3,038 2.2% 59 9 372 177

2.8% 74 230 164-3,392 0.9% 23 -13 290 293

16,355 9.1% 240 84 210 116

-5,567 2.5% 67 -12 495 192

4,626 4.3% 114 18 240 168

-2,388 0.4% 10 -6 470 195

12,480 9.8% 258 54 243 172

-23,853 6.2% 164 -52 479 141

-3,122 2.2% 58 -6 485 192

11,653 10.0% 264 60 210 98

-2,721 1.4% 36 -13 217 90

-2,355 0.0% 1 -7 280 172

-4,312 0.3% 7 -9 490 162

-7,568 1.2% 31 -15 460 201

-218 1.0% 27 -2 280 160

-1,474 0.4% 10 -3 400 196

4,379 3.5% 93 22 215 168

-3,513 0.4% 10 -7 453 201

-3,126 5.3% 140 -15 245 168

24,566 18.2% 480 124 215 100

10,226 1.1% 29 22 475 137

-4,128 10.9% 287 -18 245 185

5,114 2.1% 56 6 530 194

-690 0.7% 19 -3 373 192

its. Retail price and Base cost are given in dollar.

market

Battery Life Display SizeProcessing

Power

Rec. retail

priceBase Cost

50 19 53 468 137

74 32 81 372 181

44 30 71 230 167

48 33 50 290 29934 18 27 210 118

69 33 83 495 196

48 27 66 240 171

72 33 71 470 199

47 27 77 243 175

51 21 57 479 144

67 35 85 485 196

28 18 33 210 100


15/93

35 17 26 217 92

75 32 77 280 175

48 21 70 490 165

40 40 75 460 205

48 27 69 280 163

72 30 80 400 200

48 25 75 215 171

40 40 75 453 205

48 25 75 245 171

34 20 33 215 102

49 21 55 475 140

46 27 84 245 189

62 34 84 530 198

78 40 84 373 196

appropriate units: Kg, kHz, hours, etc.

market


16/93

New


17/93

MARKET REPORT VODITES MARKET PERIOD 9Retail Sales and Volume Sold

MARKET : VODITESLaunched in

Period

Market share -

ValueRetail sales

Lero 7 5.3% 22,697

Lever 6 7.3% 31,343

MECOOL 6 6.5% 28,041MEINN 4 17.3% 74,112

NETA 7 17.7% 75,561

NETX 8 15.9% 68,532

RESCUE 8 3.2% 13,899

REX 8 5.4% 23,131

SEVO 6 14.6% 62,112

TECH1 7 6.8% 29,117

Retail sales are given in thousands of dollars. Volume sold is given in thousands of un

If the table above is empty, it means that no offerings are marketed yet in the Vodite

Physical Characteristics

MARKET : VODITESLaunched in

PeriodResolution

Energy

Efficiency

Lero 7 44 63

Lever 6 65 55

MECOOL 6 66 57

MEINN 4 52 63

NETA 7 51 61

NETX 8 70 59

RESCUE 8 70 59

REX 8 48 63

SEVO 6 55 50

TECH1 7 54 62

Retail price and Base cost are given in dollar. Physical characteristics are given in the

If the table above is empty, it means that no offerings are marketed yet in the Vodite


18/93

VariationMarket share -

UnitVolume sold Variation

Rec. retail

priceBase Cost

2,276 5.9% 54 4 448 267

8,170 7.0% 64 19 510 274

-3,718 6.1% 56 -7 524 27627,092 18.4% 168 62 470 273

14,375 18.4% 168 32 480 269

19,679 14.2% 130 38 545 289

-4,279 3.0% 27 -8 530 291

4,127 5.6% 51 7 485 269

12,590 14.9% 136 28 490 224

24,358 6.6% 60 49 517 275

its. Retail price and Base cost are given in dollar.

market

Carbon

FootprintConnectivity No. of Apps

Rec. retail

priceBase Cost

21 7 20 448 273

33 6 59 510 279

34 6 57 524 282

22 6 42 470 279

22 6 41 480 274

35 7 58 545 295

33 7 55 530 297

21 6 39 485 274

47 6 30 490 228

21 6 42 517 281

appropriate units: Kg, kHz, hours, etc.

market


19/93


20/93

INDUSTRY BENCHMARKING PERIOD 9If the tables below are empty, it means that the Benchmarking study was not purchased this period

Company Profit & Loss StatementsL M N

Revenues 86,781 141,611 237,403

Cost of goods sold -63,325 -91,280 -134,765Inventory holding costs -3,209 -214 -731

Inventory selling costs 0 0 -4

Contribution before marketing 20,247 50,117 101,903

Advertising media -13,289 -12,012 -19,735

Advertising research -2,600 -1,260 -1,650

Commercial team costs -10,257 -11,396 -17,547

Contribution after marketing -5,900 25,449 62,971

Market research studies -814 -814 -776

Research and development 0 0 0

Interests paid 0 0 0

Exceptional costs or profits 0 0 0

Earnings before taxes -6,714 24,635 62,196


Company Profit & Loss Statements by MarketMARKET : SONITES L M N

Revenues 50,896 73,022 142,153

Cost of goods sold -35,148 -44,761 -71,193

Inventory holding costs -1,946 -211 -731

Inventory selling costs 0 0 -4



Advertising research -1,900 -860 -1,100





Net contribution -4,326 10,989 43,501


MARKET : VODITES L M N

Revenues 35,885 68,589 95,250

Cost of goods sold -28,177 -46,519 -63,572

Inventory holding costs -1,263 -3 0Inventory selling costs 0 0 0



Advertising research -700 -400 -550






21/93


22/93

R S T

45,695 81,733 161,387

-35,710 -45,872 -94,967-3,176 -3,807 -810

-30 0 -3,262

6,779 32,054 62,348

-6,477 -9,976 -25,916

-120 -410 -2,045

-10,169 -13,412 -14,175

-9,987 8,255 20,213

-814 -814 0

0 0 0

0 0 0

0 0 0

-10,801 7,441 20,213

R S T

21,147 39,438 141,668

-13,660 -24,379 -77,968

-1,540 -3,801 -175

-30 0 -1

5,917 11,258 63,523

-3,467 -7,482 -20,752

-80 -320 -1,345

-6,725 -10,372 -11,991

-4,354 -6,916 29,435

-427 -427 0

0 0 0

-4,781 -7,343 29,435

R S T

24,548 42,295 19,718

-22,051 -21,492 -16,999

-1,635 -6 -6350 0 -3,260

862 20,796 -1,175

-3,010 -2,494 -5,164

-40 -90 -700

-3,444 -3,040 -2,183

-5,633 15,172 -9,222

-349 -349 0

0 0 0


23/93

-5,982 14,823 -9,222


24/93

CONSUMER SURVEY SONITES MARKET PERIOD 9If some of the tables below are empty, it means that the corresponding study was not purchased this

Brand AwarenessAverage Explorers

Lokv L 17% 23%

LOSOS L 20% 74%Lova L 13% 15%

Lovro L 46% 44%

MOKA M 38% 36%

MOPRO M 23% 33%

MOST M 55% 52%

MOVE M 45% 53%

NOLLA N 45% 49%

NORBIT N 45% 57%

NOVA N 48% 57%

NOVICE N 46% 48%

ROCK R 43% 39%

ROEX R 11% 24%

ROKO R 20% 22%

ROLL R 38% 44%

ROYAL R 32% 29%

SODA S 33% 42%

SOFT S 54% 52%

SOLO S 49% 59%

SOSA S 45% 44%

TONE T 52% 45%

TOPS T 41% 51%

TORO T 41% 39%

Total T 24% 34%TOWN T 16% 74%

Purchase IntentionsAverage Explorers

Lokv L 3% 0%

LOSOS L 3% 51%

Lova L 3% 0%Lovro L 1% 0%

MOKA M 9% 0%

MOPRO M 3% 0%

MOST M 4% 0%

MOVE M 0% 1%

NOLLA N 11% 0%

NORBIT N 5% 1%

NOVA N 2% 1%

MARKET : SONITES

MARKET : SONITES


25/93

NOVICE N 11% 0%

ROCK R 1% 0%

ROEX R 0% 2%

ROKO R 0% 0%

ROLL R 2% 1%

ROYAL R 1% 0%

SODA S 0% 2%

SOFT S 4% 0%SOLO S 0% 3%

SOSA S 5% 0%

TONE T 17% 0%

TOPS T 1% 1%

TORO T 7% 0%

Total T 4% 1%

TOWN T 2% 35%

Total 100% 100%

Shopping HabitsExplorers Shoppers

Mass Merchandisers 19% 40%

Online Stores 24% 28%

Specialty Stores 57% 32%

Total 100% 100%

CONSUMER PANEL SONITES MARKET PERIOD 9Market Shares by Consumer Segment (based on volume)

Total Explorers

Lokv L 3% 0%

LOSOS L 2% 62%

Lova L 3% 0%

Lovro L 1% 1%

MOKA M 9% 0%

MOPRO M 3% 1%

MOST M 4% 0%

MOVE M 0% 2%NOLLA N 10% 0%

NORBIT N 6% 1%

NOVA N 2% 1%

NOVICE N 10% 0%

ROCK R 1% 0%

ROEX R 0% 1%

ROKO R 0% 0%

ROLL R 1% 1%

MARKET : SONITES

MARKET : SONITES


26/93

ROYAL R 1% 0%

SODA S 0% 3%

SOFT S 4% 0%

SOLO S 0% 4%

SOSA S 5% 0%

TONE T 18% 0%

TOPS T 1% 1%

TORO T 11% 0%Total T 2% 1%

TOWN T 1% 20%

Total 100% 100%

Volume Sold by Consumer SegmentTotal Explorers

Lokv L 76 0LOSOS L 59 57

Lova L 74 0

Lovro L 23 1

MOKA M 240 0

MOPRO M 67 0

MOST M 114 0

MOVE M 10 1

NOLLA N 258 0

NORBIT N 164 1

NOVA N 58 1

NOVICE N 264 0

ROCK R 36 0

ROEX R 1 1

ROKO R 7 0

ROLL R 31 1

ROYAL R 27 0

SODA S 10 3

SOFT S 93 0

SOLO S 10 4

SOSA S 140 0

TONE T 480 0

TOPS T 29 1

TORO T 287 0Total T 56 0

TOWN T 19 19

Total 2,633 90


MARKET : SONITES


27/93

DISTRIBUTION PANEL SONITES MARKET PERIOD 9Sales and Market Shares by Channel (based on volume)

Specialty StoresMass

Merchandisers

Lokv L 5% 1%LOSOS L 5% 0%

Lova L 4% 1%

Lovro L 1% 1%

MOKA M 3% 15%

MOPRO M 4% 1%

MOST M 6% 4%

MOVE M 1% 0%

NOLLA N 12% 7%

NORBIT N 10% 2%

NOVA N 3% 1%

NOVICE N 4% 15%

ROCK R 1% 2%

ROEX R 0% 0%

ROKO R 1% 0%

ROLL R 2% 1%

ROYAL R 1% 1%

SODA S 1% 0%

SOFT S 2% 4%

SOLO S 1% 0%

SOSA S 7% 5%

TONE T 6% 29%

TOPS T 2% 0%

TORO T 14% 8%Total T 3% 1%

TOWN T 2% 0%

Total 100% 100%

Distribution Coverage and Number of Outlets in each Channel

Specialty Stores MassMerchandisers

Lokv L 38% 12%

LOSOS L 38% 11%

Lova L 39% 13%

Lovro L 44% 21%

MOKA M 24% 29%

MOPRO M 41% 16%

MOST M 40% 26%

Distribution Cov

MARKET : SONITES

Market s

MARKET : SONITES


28/93


29/93

SOSA S 1.7 5.7

TONE T 2.6 4.7

TOPS T 2.7 5.9

TORO T 2.4 5.2

Total T 4.6 5.1

TOWN T 4.4 2.3

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

Segment Period No. of Features Design Index

Explorers 9 3.9 2.9

High Earners 9 3.2 5.5

Professionals 9 4.2 5.0

Savers 9 2.9 4.3

Shoppers 9 2.6 5.1Explorers 8 4.0 2.7



Savers 8 2.8 4.2

Shoppers 8 2.5 5.1

Explorers 7 4.1 2.6



Savers 7 2.8 4.1

Shoppers 7 2.4 5.1

Explorers 6 4.2 2.4



Savers 6 2.8 4.0

Shoppers 6 2.3 5.1

Explorers 5 4.3 2.3



Savers 5 2.7 3.9

Shoppers 5 2.2 5.2

Importance of characteristics

No. of Features Design Index

On a scale from 1 (not important) to 10 (very important). 1.4 4.0


30/93

MULTIDIMENSIONAL SCALING SONITES MARKET PERIOD 9Brand 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 unt

Economy Performance

Lokv L -10 -1LOSOS L -6 9

Lova L 12 8

Lovro L 7 4

MOKA M 13 -7

MOPRO M -15 14

MOST M 10 7

MOVE M -11 5

NOLLA N 13 7

NORBIT N -10 -2

NOVA N -14 13

NOVICE N 13 -7

ROCK R 12 -10

ROEX R 0 11

ROKO R -12 2

ROLL R -14 13

ROYAL R 10 5

SODA S -10 7

SOFT S 13 6

SOLO S -10 13

SOSA S 11 6

TONE T 12 -7

TOPS T -13 -1

TORO T 12 7Total T -15 14

TOWN T -2 11

Ideal Values for each Segment - On a scale from -20 (Low) to +20 (High)Segment Period Economy Performance

Explorers 9 -5 10

High Earners 9 -10 -2Professionals 9 -17 14

Savers 9 13 -5

Shoppers 9 13 8

Explorers 8 -4 10

High Earners 8 -10 -1

Professionals 8 -16 14

Savers 8 13 -6

Shoppers 8 12 8

MARKET : SONITES


31/93

Explorers 7 -2 11

High Earners 7 -11 0


Savers 7 13 -7

Shoppers 7 12 7

Explorers 6 -1 11


Professionals 6 -15 13Savers 6 13 -7

Shoppers 6 11 6

Explorers 5 0 12



Savers 5 13 -8

Shoppers 5 11 6

Influence of Product Characteristics on Perceptual DimensionsEconomy Performance

No. of Features - -

Design Index - -

Battery Life - -

Display Size - Moderate

Processing Power - Moderate

Price Very Strong -

COMPETITIVE ADVERTISING SONITES MARKET PERIOD 9Estimated Advertising Expenditures (in thousand dollars) By Firm and Cons

Total Explorers

L 10,710 2,090

M 8,850 770

N 14,450 1,300

R 3,690 350

S 7,750 790

T 22,230 3,790

Total 67,680 9,090


Estimated Advertising Expenditures (in thousand dollars) By Brand and Co

Total Explorers

Lokv L 3,080 290

LOSOS L 2,080 1,320

Lova L 2,720 240

Lovro L 2,830 240

MOKA M 2,650 220

MARKET : SONITES

MARKET : SONITES

MARKET : SONITES


32/93

MOPRO M 1,960 170

MOST M 2,600 220

MOVE M 1,640 160

NOLLA N 4,080 380

NORBIT N 4,270 380

NOVA N 1,940 160

NOVICE N 4,160 380

ROCK R 1,110 100ROEX R 0 0

ROKO R 560 50

ROLL R 1,010 100

ROYAL R 1,010 100

SODA S 1,270 110

SOFT S 2,590 310

SOLO S 1,640 160

SOSA S 2,250 210

TONE T 4,900 450

TOPS T 4,950 460

TORO T 4,900 450Total T 4,320 390

TOWN T 3,160 2,040

Total 67,680 9,090


COMPETITIVE COMMERCIAL TEAMS SONITES MARKET PERI

Estimated Commercial Team Size (in full-time equivalent) By Firm and Cha

Total Specialty Stores

L 257 122

M 288 112

N 459 153

R 244 92

S 395 160

T 440 128

Total 2,083 767

Estimated Commercial Team Size (in full-time equivalent) By Brand and ChTotal Specialty Stores

Lokv L 63 30

LOSOS L 62 30

Lova L 59 28

Lovro L 73 34

MOKA M 75 15

MOPRO M 73 35

MARKET : SONITES

MARKET : SONITES


33/93

MOST M 80 30

MOVE M 60 32

NOLLA N 112 37

NORBIT N 139 44

NOVA N 101 48

NOVICE N 107 24

ROCK R 49 12

ROEX R 12 5ROKO R 65 30

ROLL R 63 30

ROYAL R 55 15

SODA S 100 60

SOFT S 90 5

SOLO S 95 60

SOSA S 110 35

TONE T 164 23

TOPS T 54 24

TORO T 164 54

Total T 40 16TOWN T 18 11

Total 2,083 767

ADVERTISING EXPERIMENT SONITES MARKET PERIOD 9Expected Change in Brand Awareness

Explorers Shoppers

Expected Change in unit Market Share (%U)Explorers Shoppers

Expected Change in Contribution (in K$)

MARKET : SONITES

MARKET : SONITES

MARKET : SONITES


34/93

Total 0

COMMERCIAL TEAM EXPERIMENT SONITES MARKET PERIOExpected Change in Number of Distributors


Merchandisers

Expected Change in unit Market Share (%U)


Merchandisers

Expected Change in Contribution (in K$)

Total 0

MARKET FORECAST SONITES MARKET PERIOD 9Expected Market Size and Growth Rate by Consumer Segment

Period 9 Period 10

Explorers 93 85

Shoppers 977 1,047

Professionals 211 194

High Earners 287 278Savers 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

CONJOINT ANALYSIS SONITES MARKET PERIOD 9Relative Importance of Price and Physical Characteristics

Explorers Shoppers

Market Size (in thousands

MARKET : SONITES

MARKET : SONITES

MARKET : SONITES

MARKET : SONITES

MARKET : SONITES


35/93

Total 0.0% 0.0%

Levels and Utilities

Level UtilityMARKET : SONITES

_Conjoint


36/93

period, or that no offerings are marketed yet in the Sonites market

Shoppers Professionals High Earners Savers

12% 17% 60% 10%

18% 25% 27% 14%19% 12% 13% 8%

61% 38% 42% 36%

24% 30% 33% 53%

19% 63% 28% 17%

62% 47% 50% 52%

42% 57% 72% 38%

62% 41% 44% 31%

39% 49% 84% 38%

45% 75% 59% 41%

32% 41% 44% 60%

44% 36% 38% 46%

11% 12% 13% 10%

18% 20% 35% 17%

37% 53% 49% 33%

41% 26% 28% 25%

29% 43% 65% 25%

54% 45% 48% 57%

46% 71% 66% 42%

51% 38% 40% 42%

49% 44% 46% 58%

37% 50% 74% 33%

54% 36% 38% 31%

19% 70% 30% 17%13% 20% 23% 11%


0% 0% 33% 0%

0% 0% 0% 0%

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

0% 0% 0% 22%

0% 30% 0% 0%

11% 0% 0% 1%

0% 1% 3% 0%

30% 0% 0% 1%

0% 0% 46% 0%

0% 20% 0% 0%


37/93

0% 0% 0% 26%

0% 0% 0% 2%

0% 0% 0% 0%

0% 0% 3% 0%

0% 14% 0% 0%

3% 0% 0% 1%

0% 1% 1% 0%

11% 0% 0% 1%

0% 1% 0% 0%

13% 0% 0% 1%

0% 0% 0% 43%

0% 0% 12% 0%

20% 0% 0% 1%

0% 33% 0% 0%

0% 0% 0% 0%

100% 100% 100% 100%

Professionals High Earners Savers

33% 21% 64%

31% 35% 23%

36% 43% 12%

100% 100% 100%


0% 0% 26% 0%

0% 0% 0% 0%

7% 0% 0% 0%

2% 0% 0% 1%

0% 0% 0% 22%

0% 31% 0% 0%

11% 0% 0% 1%

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

0% 0% 56% 0%

0% 25% 0% 0%

0% 0% 0% 25%

0% 0% 0% 3%

0% 0% 0% 0%

0% 0% 2% 0%

0% 13% 0% 0%


38/93

2% 0% 0% 0%

0% 1% 1% 0%

8% 0% 0% 1%

0% 2% 0% 0%

13% 0% 0% 1%

0% 0% 0% 45%

0% 0% 9% 0%

29% 0% 0% 1%

0% 26% 0% 0%

0% 0% 0% 0%

100% 100% 100% 100%


0 0 75 01 0 0 1

73 0 0 1

15 0 1 6

1 0 0 239

0 66 1 0

105 0 0 8

1 1 6 1

253 0 0 4

1 1 161 1

1 53 1 1

2 0 0 262

3 0 0 33

0 0 0 0

0 0 7 0

1 28 1 1

22 0 0 4

1 1 4 1

83 0 0 10

1 4 1 1

131 0 0 8

3 0 0 477

1 1 26 1

279 0 0 70 55 0 0

0 0 0 0

978 210 284 1,067


39/93

Online Stores Specialty StoresMass


4% 38,860 6,062 30,9172% 39,282 4,042 15,842

3% 31,560 14,439 27,636

1% 9,168 7,940 6,328

8% 21,413 152,153 66,434

3% 31,050 11,622 24,106

3% 45,667 41,722 26,968

0% 5,377 1,109 3,525

11% 92,129 77,621 88,250

8% 75,958 22,882 65,607

3% 26,133 10,398 21,211

9% 28,015 158,481 77,504

1% 4,437 20,290 11,308

0% 565 93 364

0% 3,810 805 2,642

1% 14,169 4,813 11,888

1% 8,001 10,234 8,934

0% 5,373 1,007 3,280

4% 16,351 45,191 31,739

0% 5,986 1,522 2,572

4% 55,852 54,162 29,755

16% 44,362 303,531 132,107

2% 13,844 2,476 12,235

12% 104,788 85,504 96,4943% 23,618 9,863 22,256

0% 14,790 969 3,567

100% 0% 760,558 1,048,931 823,469 0

Online Stores Specialty Stores MassMerchandisers

Online Stores

38% 3,115 858 459

37% 3,084 791 447

39% 3,224 921 474

30% 3,582 1,552 363

40% 1,960 2,090 483

37% 3,362 1,162 446

25% 3,305 1,888 303

rage (% outlets) Number of Outlets

are - Unit Volume sold


40/93

33% 3,227 844 400

54% 3,990 2,159 656

53% 4,067 2,186 653

45% 3,938 1,452 550

53% 2,945 2,457 645

30% 1,604 1,442 360

17% 1,080 316 206

32% 3,014 1,146 391

36% 3,040 943 440

28% 1,967 1,468 347

43% 4,127 944 520

34% 1,143 2,333 421

31% 4,176 1,217 384

24% 3,641 2,267 297

55% 2,811 2,766 675

36% 2,719 771 441

58% 4,555 2,407 703

30% 2,187 843 362

11% 1,572 237 133



PowerPrice

3.0 3.5 4.0 5.55.5 5.6 5.3 4.9

2.7 5.5 5.1 2.3

2.8 6.1 4.0 3.0

2.0 3.5 2.8 2.1

4.9 6.0 6.1 6.3

3.0 5.1 5.1 2.4

5.1 5.6 4.3 5.7

2.8 5.0 5.2 2.1

3.1 3.7 3.8 5.5

3.6 6.5 5.6 6.2

1.5 3.6 2.6 2.1

4.6 4.3 1.7 2.2

5.4 5.8 5.5 4.0

2.9 3.7 4.4 5.8

2.5 6.5 5.5 6.1

3.5 4.8 4.8 2.5

4.9 5.2 5.0 5.5

2.9 4.6 5.0 2.1

2.3 6.5 5.6 5.5


41/93

2.9 4.6 5.2 2.3

2.1 3.9 2.6 2.2

3.0 3.7 3.9 5.9

3.1 4.9 5.1 2.2

4.3 6.2 6.0 6.2

5.5 6.5 5.3 4.3


PowerPrice

4.5 5.5 5.5 4.8

3.0 3.5 3.8 5.5

4.5 6.2 6.1 6.6

2.1 3.7 3.0 2.1

3.0 5.4 5.1 2.14.7 5.6 5.6 4.5

3.1 3.6 4.0 5.6

4.6 6.1 6.1 6.5

2.1 3.6 2.9 2.1

3.0 5.3 5.1 2.2

4.9 5.6 5.6 4.3

3.2 3.7 4.1 5.6

4.6 6.0 6.1 6.3

2.0 3.5 2.8 2.1

3.0 5.2 5.0 2.2

5.1 5.6 5.7 4.1

3.2 3.8 4.3 5.7

4.7 5.9 6.0 6.2

2.0 3.4 2.7 2.1

3.0 5.0 5.0 2.3

5.2 5.7 5.8 4.0

3.3 3.9 4.4 5.7

4.8 5.9 6.0 6.1

1.9 3.3 2.6 2.1

3.0 4.8 4.8 2.4


PowerPrice

1.8 3.1 5.9 10.0


42/93

il 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

36

-6

Convenience

-5

56

-2

3

-5

6

6

-2

3


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-5

6

6

-3

3

-6

6

7

-3

3

-6

6

7

-4

3

Convenience

Moderate

Moderate

Moderate

-

-

-

umer Segment


4,110 960 2,590 960

2,100 1,940 1,550 2,490

3,480 2,440 3,670 3,560

860 860 660 960

2,040 1,520 1,520 1,880

4,680 4,400 4,680 4,680

17,270 12,120 14,670 14,530

sumer Segment


290 290 1,920 290

190 190 190 190

1,760 240 240 240

1,870 240 240 240

220 220 220 1,770


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170 1,280 170 170

1,550 220 220 390

160 220 940 160

2,560 380 380 380

380 380 2,750 380

160 1,300 160 160

380 380 380 2,640

100 100 100 710

0 0 0 0

50 50 360 50

100 610 100 100

610 100 100 100

110 260 680 110

620 260 260 1,140

160 790 370 160

1,150 210 210 470

450 450 450 3,100

460 460 3,110 460

3,100 450 450 450390 2,760 390 390

280 280 280 280

17,270 12,120 14,670 14,530

OD 9

nelMass


67 68

113 63

186 120

90 62

165 70

199 113

820 496 0

nnelMass


14 19

13 19

13 18

27 12

40 20

20 18


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40 10

13 15

45 30

60 35

27 26

54 29

25 12

2 5

20 15

15 18

28 12

15 25

65 20

20 15

65 10

105 36

12 18

67 43

12 123 4

820 496 0




46/93

9

Online Stores

Online Stores

Period 14 Period 10Total until

Period 14

Average until

Period 14Period 9 Period 10

56 -8.2% -39.8% -9.6% 3.5% 3.0%

1,272 7.1% 30.2% 5.4% 37.1% 37.4%

127 -8.2% -39.8% -9.6% 8.0% 6.9%

226 -3.1% -21.1% -4.6% 10.9% 9.9%1,750 12.2% 64.3% 10.4% 40.4% 42.7%

3,431 6.3% 30.3% 5.4% 100.0% 100.0%

five periods, if a brand were introduced next period.


of units) Market Growth (in % unit) Relative Market Size (in % o


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0.0% 0.0% 0.0%

Level Utility Level Utility Level Utility


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58/93

Period 14

1.6%

37.1%

3.7%

6.6%51.0%

100.0%

total size)


59/93

CONSUMER SURVEY VODITES MARKET PERIOD 9If some of the tables below are empty, it means that the corresponding study was not purchased this

Brand AwarenessAverage Innovators

Lero L 40% 46%

Lever L 34% 46%MECOOL M 34% 63%

MEINN M 51% 56%

NETA N 50% 58%

NETX N 30% 53%

RESCUE R 15% 23%

REX R 20% 25%

SEVO S 51% 55%

TECH1 T 36% 47%

Purchase IntentionsAverage Innovators

Lero L 4% 2%

Lever L 6% 9%

MECOOL M 5% 13%MEINN M 23% 4%

NETA N 32% 4%

NETX N 15% 49%

RESCUE R 3% 12%

REX R 3% 1%

SEVO S 6% 2%

TECH1 T 4% 4%

MARKET : VODITES

MARKET : VODITES


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Total 100% 100%

Shopping HabitsInnovators Early Adopters

Mass Merchandisers 14% 28%

Online Stores 23% 28%

Specialty Stores 62% 43%

Total 100% 100%

CONSUMER PANEL VODITES MARKET PERIOD 9Market Shares by Consumer Segment (based on volume)

Total Innovators

Lero L 6% 3%

Lever L 7% 11%

MECOOL M 6% 16%

MEINN M 18% 3%

NETA N 18% 2%

NETX N 14% 43%

RESCUE R 3% 12%

REX R 6% 2%SEVO S 15% 4%

TECH1 T 7% 5%

MARKET : VODITES

MARKET : VODITES


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Total 100% 100%

Volume Sold by Consumer SegmentTotal Innovators

Lero L 54 2Lever L 64 8

MECOOL M 56 12

MEINN M 168 2

NETA N 168 1

NETX N 130 33

RESCUE R 27 9

REX R 51 1

SEVO S 136 3

TECH1 T 60 4

Total 914 75


MARKET : VODITES


62/93

DISTRIBUTION PANEL VODITES MARKET PERIOD 9Sales and Market Shares by Channel (based on volume)


Merchandisers

Lero L 4% 8%Lever L 10% 5%

MECOOL M 10% 4%

MEINN M 12% 20%

NETA N 13% 22%

NETX N 27% 7%

RESCUE R 6% 2%

REX R 4% 7%

SEVO S 9% 19%

TECH1 T 5% 7%

Total 100% 100%

Distribution Coverage and Number of Outlets in each Channel

Specialty Stores MassMerchandisers

Lero L 30% 39%

Lever L 37% 23%

MECOOL M 40% 25%

MEINN M 32% 34%

NETA N 49% 56%

NETX N 53% 34%

RESCUE R 40% 23%

MARKET : VODITES

Market s

MARKET : VODITES

Distribution Cov


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REX R 34% 39%

SEVO S 34% 54%

TECH1 T 31% 41%

SEMANTIC SCALES VODITES MARKET PERIOD 9Brand Perceptions - On a scale from 1 (Low) to 7 (High)

ResolutionEnergy

Efficiency

Lero L 2.6 4.4Lever L 4.5 4.1

MECOOL M 4.6 4.3

MEINN M 3.3 4.8

NETA N 3.2 4.7

NETX N 5.0 4.6

RESCUE R 4.8 4.6

REX R 3.0 4.7

SEVO S 3.5 3.4

TECH1 T 3.5 4.6

MARKET : VODITES


64/93

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

Segment Period ResolutionEnergy

Efficiency

Early Adopters 9 4.9 4.5

Followers 9 3.5 4.6

Innovators 9 5.6 4.0


Followers 8 3.5 4.5Innovators 8 5.5 3.8


Followers 7 3.4 4.5



Followers 6 3.4 4.5



Followers 5 3.4 4.5


Importance of characteristics

ResolutionEnergy

Efficiency

On a scale from 1 (not important) to 10 (very important). 6.2 4.9


65/93

MULTIDIMENSIONAL SCALING VODITES MARKET PERIOD 9Brand 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 unt

Autonomy Sophistication

Lero L 1 -8Lever L 1 2

MECOOL M 2 2

MEINN M 0 -4

NETA N -2 -4

NETX N 5 3

RESCUE R 5 3

REX R -4 -5

SEVO S -3 -7

TECH1 T -1 -2

Ideal Values for each Segment - On a scale from -20 (Low) to +20 (High)Segment Period Autonomy Sophistication

Early Adopters 9 5 4

Followers 9 -1 -2Innovators 9 7 6


Followers 8 -2 -2

Innovators 8 6 6


Followers 7 -2 -2

Innovators 7 6 6


MARKET : VODITES


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Followers 6 -3 -3

Innovators 6 5 5


Followers 5 -3 -3

Innovators 5 4 5

Influence of Product Characteristics on Perceptual DimensionsAutonomy Sophistication

Price - Moderate

Resolution - Strong

Energy Efficiency Moderate -

Carbon Footprint - Moderate

Connectivity Moderate -

No. of Apps - Very Strong

COMPETITIVE ADVERTISING VODITES MARKET PERIOD 9Estimated Advertising Expenditures (in thousand dollars) By Firm and Cons

Total Innovators

L 5,190 800

M 4,300 880

N 7,050 1,080

R 3,070 450

S 2,590 410

T 5,790 850

Total 27,990 4,470


Estimated Advertising Expenditures (in thousand dollars) By Brand and Co

Total Innovators

Lero L 2,950 460

Lever L 2,240 340

MECOOL M 2,150 550

MEINN M 2,150 330

NETA N 3,540 540

MARKET : VODITES

MARKET : VODITES

MARKET : VODITES


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NETX N 3,510 540

RESCUE R 1,260 200

REX R 1,810 250

SEVO S 2,590 410

TECH1 T 5,790 850

Total 27,990 4,470


COMPETITIVE COMMERCIAL TEAMS VODITES MARKET PERI

Estimated Commercial Team Size (in full-time equivalent) By Firm and Cha

Total Specialty Stores

L 121 45

M 141 50

N 220 86

R 125 50

S 115 20

T 80 19

Total 802 270

Estimated Commercial Team Size (in full-time equivalent) By Brand and ChTotal Specialty Stores

Lero L 62 18

Lever L 59 27

MECOOL M 66 30

MEINN M 75 20

NETA N 120 36

NETX N 100 50

MARKET : VODITES

MARKET : VODITES


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RESCUE R 55 30

REX R 70 20

SEVO S 115 20

TECH1 T 80 19

Total 802 270

ADVERTISING EXPERIMENT VODITES MARKET PERIOD 9Expected Change in Brand Awareness

Innovators Early Adopters

Expected Change in unit Market Share (%U)Innovators Early Adopters

Expected Change in Contribution (in K$)MARKET : VODITES

MARKET : VODITES

MARKET : VODITES


69/93


70/93

Total 0.0% 0.0%

Levels and Utilities

Level UtilityMARKET : VODITES

_Conjoint


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period, or that no offerings are marketed yet in the Vodites market

Early Adopters Followers

26% 42%

61% 26%57% 25%

42% 53%

38% 53%

65% 19%

29% 11%

17% 21%

53% 50%

27% 37%


1% 4%

12% 4%

11% 3%2% 30%

2% 42%

60% 1%

9% 1%

1% 4%

1% 8%

1% 4%


72/93

100% 100% 0% 0%

Followers

44%

33%

22%

100% 0% 0%


1% 8%

15% 5%

13% 3%

2% 24%

1% 25%

54% 1%

9% 1%

1% 7%3% 19%

2% 8%


73/93

100% 100% 0% 0%


2 5025 31

22 21

3 163

1 165

90 6

15 3

1 48

4 128

4 52

167 667 0 0


74/93


75/93

39% 2,751 2,878 473

46% 2,781 3,958 566

42% 2,532 3,007 513


Carbon

FootprintConnectivity No. of Apps Price

3.1 4.1 1.8 4.64.8 4.2 4.5 5.1

5.0 4.2 4.4 5.4

3.4 3.6 3.2 4.8

3.2 3.3 3.2 4.6

5.1 4.8 4.4 5.3

4.9 4.7 4.2 5.6

3.0 2.9 3.1 5.0

6.5 3.7 2.5 4.7

3.0 3.5 3.4 5.6


76/93

Carbon


4.7 4.8 4.4 5.0

2.8 3.5 3.5 4.4

3.9 5.5 4.0 5.2

4.7 4.8 4.4 5.1

2.9 3.4 3.4 4.54.0 5.4 3.9 5.3

4.8 4.6 4.4 5.2

3.0 3.3 3.4 4.5

4.1 5.3 3.9 5.5

4.8 4.4 4.4 5.3

3.1 3.2 3.3 4.6

4.1 5.2 3.9 5.8

4.8 4.2 4.4 5.4

3.3 3.2 3.3 4.6

4.2 5.1 3.8 6.0

Carbon


2.3 10.0 3.2 8.5


77/93

il 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


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-4

-12

-9

-4

-14

Economy

Moderate

-

-

-

-

-

umer Segment


2,020 2,370

1,490 1,930

2,970 3,000

1,110 1,510

780 1,400

850 4,090

9,220 14,300 0 0

sumer Segment


460 2,030

1,560 340

1,160 440

330 1,490

540 2,460


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2,430 540

860 200

250 1,310

780 1,400

850 4,090

9,220 14,300 0 0

OD 9

nelMass


47 29

43 48

80 54

45 30

65 30

35 26

315 217 0

nnelMass


31 13

16 16

18 18

25 30

55 29

25 25


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15 10

30 20

65 30

35 26

315 217 0

Followers

Followers


81/93

D 9

Online Stores

Online Stores

Period 14 Period 10Total until

Period 14

Average until

Period 14Period 9 Period 10

15 -8.2% -80.6% -28.0% 8.4% 6.6%

71 -28.6% -57.5% -15.7% 18.4% 11.1%

1,469 32.6% 119.7% 17.0% 73.2% 82.3%

1,555 18.0% 70.3% 11.2% 100.0% 100.0%

five periods, if a brand were introduced next period.

Followers

Relative Market Size (in % oof units) Market Growth (in % unit)


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Period 14

total size)

Report Othello l Per09 6312

Documents

Transcript of Report Othello l Per09 6312