FINANCIAL REPORT – FIRM R – PERIOD 2

Company Profit & Loss Statement

Period 0 Period 1
Revenues 38,339 42,837
Cost of goods sold -19,539 -16,801
Inventory holding costs -63 -206
Inventory selling costs 0 0
Contribution before marketing 18,737 25,830
Advertising media -3,840 -4,100
Advertising research -160 -240
Commercial team costs -1,224 -2,277
Contribution after marketing 13,513 19,213
Market research studies -245 -474
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 13,268 18,739
All numbers in thousands of dollars

Market Contribution
Sonites Vodites
Revenues 41,663 0
Cost of goods sold -15,112 0
Inventory holding costs -390 0
Inventory selling costs 0 0
Contribution before marketing 26,162 0
Advertising media -4,100 0
Advertising research -240 0
Commercial team costs -2,186 0
Contribution after marketing 19,635 0
Market research studies -451 0
Research and development 0 0
Net contribution 19,184 0
All numbers in thousands of dollars

Product Contribution
ROCK ROLL
Sonites Sonites
Revenues 18,850 22,814
Cost of goods sold -6,547 -8,565
Inventory holding costs 0 -390
Inventory selling costs 0 0
Contribution before marketing 12,302 13,859
Advertising media -1,600 -2,500
Advertising research -100 -140
 Commercial team costs -1,167 -1,019
Contribution after marketing 9,435 10,200
All numbers in thousands of dollars

Retail and Selling Prices

ROCK ROLL
Sonites Sonites
Rec. retail price 250 600
Average retail price 234 584
Average selling price 156 371

Market Shares
ROCK ROLL
Sonites Sonites
Market share - Unit 8.1% 4.1%
Market share - Value 5.7% 7.2%

Distribution Coverage and Volume Sold

Distribution Coverage (% ou
Specialty Stores
ROCK Sonites 37%
ROLL Sonites 51%

Sales, Production and Inventory

ROCK ROLL
Sonites Sonites
Volume sold 121 62
Planned production 101 100
Actual production 121 80
Inventory at beginning of period 0 18
Inventory at end of period 0 36
All numbers in thousands of units

Unit Cost, COGS and Inventory Holding Cost

ROCK ROLL
Sonites Sonites
Volume sold 121 62
Unit cost (current) 54 135
Unit cost (average) 54 139
 Cost of goods sold 6,547 8,565
Inventory at end of period 0 36
Inventory holding costs 0 390
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
POROLL 0 13
POROCK 0 18

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

Available since
MARKET : Vodites Resolution
Period

Unit costs are given in $. Cumulative budget and Budget required for completion are given in thousands of $
Period 2
41,663
-15,112
-390
0
26,162
-4,100
-240
-2,186
19,635
-483
0
0
0
0
0
19,152
Distribution Coverage (% outlets) Volume sold
Mass Merch. Online Stores Specialty Stores Mass Merch. Online Stores
53% 46% 37,554 67,407 15,639
30% 47% 39,149 10,682 11,735

Total Number of Outlets 9,777 6,166 1,027

goods sold in thousands of dollars

Desired base Minimum base

Design Battery Display PPower cost cost
8 40 40 75 169 151
3 75 25 12 73 64

or 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

or completion are given in thousands of $. Physical characteristics are given in the appropriate units: Kg, kHz, hours, etc.
Cumulative
122,839
-51,452
-658
0
70,728
-12,040
-640
-5,688
52,361
-1,202
0
0
0
0
0
51,159
d
 Required budget Cumulative
for completion allocated budget
0 2,500
0 1,500

Hz, hours, etc.

Required budget Cumulative

for completion allocated budget

Hz, hours, etc.

INDUSTRY DASHBOARD – PERIOD 2

Share Price Net

Period Firm Revenues
Index contribution
2 L 792 33,182 12,679
2 M 1,411 63,124 27,844
2 N 1,256 54,643 24,408
2 R 1,029 41,663 19,152
2 S 1,541 67,663 32,317
2 T 1,412 61,649 28,019
1 L 921 36,620 14,638
1 M 1,113 46,256 17,243
1 N 1,104 44,965 17,620
1 R 1,092 42,837 18,739
1 S 1,148 47,615 17,981
1 T 1,210 50,512 19,004
0 L 1,000 38,339 13,268
0 M 1,000 38,339 13,268
0 N 1,000 38,339 13,268
0 R 1,000 38,339 13,268
0 S 1,000 38,339 13,268
0 T 1,000 38,339 13,268

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
10.3% 51,467 10.1% 152
19.7% 98,026 20.1% 301
17.0% 84,673 16.5% 246
12.9% 64,216 12.2% 182
21.0% 104,777 20.9% 312
19.1% 95,023 20.2% 302
13.6% 56,587 12.9% 160
17.2% 71,809 17.7% 219
16.8% 69,999 16.5% 204
15.9% 66,450 14.8% 183
17.7% 73,961 18.3% 226
18.8% 78,398 19.9% 247
16.7% 59,512 16.7% 172
16.7% 59,512 16.7% 172
16.7% 59,512 16.7% 172
16.7% 59,512 16.7% 172
16.7% 59,512 16.7% 172
16.7% 59,512 16.7% 172

dollars. Volume sold is given in thousands of units.

MARKET REPORT – Sonites MARKET – PERIOD 2
Retail Sales and Volume Sold
Launched in Market share -
MARKET : Sonites Retail sales
Period Value
LOCK 0 4.2% 20,460
LOOP 0 6.1% 31,007
MOST 0 5.3% 26,183
MOVE 0 14.4% 71,843
NOON 0 4.8% 23,755
NOVA 0 12.2% 60,918
ROCK 0 5.7% 28,269
ROLL 0 7.2% 35,947
SOFT 0 6.3% 31,059
SOLO 0 14.5% 72,271
SOSOLO 2 0.3% 1,447
TONE 0 6.5% 32,081
TOPS 0 12.6% 62,943

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
Launched in
MARKET : Sonites # Features Design Index
Period
LOCK 0 18 3
LOOP 0 13 8
MOST 0 18 3
MOVE 0 13 8
NOON 0 18 3
NOVA 0 13 8
ROCK 0 18 3
ROLL 0 13 8
SOFT 0 18 3
SOLO 0 13 8
SOSOLO 2 13 8
TONE 0 18 3
TOPS 0 13 8

Retail price and Base cost are given in dollar. Physical characteristics are given in the appropriate units: Kg, k
If the table above is empty, it means that no offerings are marketed yet in the Sonites market
 Variation Market share - Rec. retail
Volume sold Variation Base Cost
Unit price
480 6.2% 92 8 239 72
-5,600 4.0% 60 -16 529 166
1,887 8.9% 133 21 210 72
24,330 11.2% 168 62 440 166
458 7.6% 114 9 222 72
14,215 8.8% 132 33 475 166
1,025 8.1% 121 5 250 72
-3,259 4.1% 62 -5 600 166
6,143 9.9% 148 31 225 72
23,226 10.8% 162 52 460 166
0.2% 3 560 166 New
6,195 10.4% 156 31 220 72
10,430 9.7% 146 24 445 166

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

Rec. retail
Battery Life Display Size Proc. Power Base Cost
price
75 25 12 239 73
40 40 75 529 169
75 25 12 210 73
40 40 75 440 169
75 25 12 222 73
40 40 75 475 169
75 25 12 250 73
40 40 75 600 169
75 25 12 225 73
40 40 75 460 169
40 40 75 560 169
75 25 12 220 73
40 40 75 445 169

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

t in the Sonites market
MARKET REPORT – Vodites MARKET – PERIOD 2
Retail Sales and Volume Sold
Launched in Market share -
MARKET : Vodites Retail sales
Period Value

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

Retail price and Base cost are given in dollar. Physical characteristics are given in the appropriate units: Kg, k
If the table above is empty, it means that no offerings are marketed yet in the Vodites market
 Variation Market share - Rec. retail
Volume sold Variation Base Cost
Unit price

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

Carbon Rec. retail

Connectivity No. of Apps Base Cost
Footprint price

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

t in the Vodites market
INDUSTRY BENCHMARKING – PERIOD 2
If the tables below are empty, it means that the Benchmarking study was not purchased this period

Company Profit & Loss Statements

L M N
Revenues 33,182 63,124 54,643
Cost of goods sold -13,264 -27,979 -23,127
Inventory holding costs -560 0 0
Inventory selling costs 0 0 0
Contribution before marketing 19,358 35,144 31,516
Advertising media -4,650 -5,122 -4,600
Advertising research -160 -100 -250
Commercial team costs -1,688 -1,495 -1,775
Contribution after marketing 12,860 28,427 24,891
Market research studies -181 -483 -483
Research and development 0 -100 0
Interests paid 0 0 0
Exceptional costs or profits 0 0 0
Earnings before taxes 12,679 27,844 24,408
All numbers in thousands of dollars

Company Profit & Loss Statements by Market

MARKET : Sonites L M N
Revenues 33,182 63,124 54,643
Cost of goods sold -13,264 -27,979 -23,127
Inventory holding costs -560 0 0
Inventory selling costs 0 0 0
Contribution before marketing 19,358 35,144 31,516
Advertising media -4,650 -5,122 -4,600
Advertising research -160 -100 -250
Commercial team costs -1,688 -1,495 -1,775
Contribution after marketing 12,860 28,427 24,891
Market research studies -159 -451 -451
Research and development 0 -100 0
Net contribution 12,700 27,876 24,439
All numbers in thousands of dollars

MARKET : Vodites L M N
Revenues 0 0 0
Cost of goods sold 0 0 0
Inventory holding costs 0 0 0
Inventory selling costs 0 0 0
Contribution before marketing 0 0 0
Advertising media 0 0 0
Advertising research 0 0 0
Commercial team costs 0 0 0
Contribution after marketing 0 0 0
Market research studies -21 0 0
Research and development 0 0 0
Net contribution -21 0 0
All numbers in thousands of dollars
 R S T
41,663 67,663 61,649
-15,112 -28,029 -26,344
-390 -170 0
0 0 0
26,162 39,464 35,305
-4,100 -4,897 -4,740
-240 -258 -255
-2,186 -1,705 -1,808
19,635 32,604 28,502
-483 -287 -483
0 0 0
0 0 0
0 0 0
19,152 32,317 28,019

R S T
41,663 67,663 61,649
-15,112 -28,029 -26,344
-390 -170 0
0 0 0
26,162 39,464 35,305
-4,100 -4,897 -4,740
-240 -258 -255
-2,186 -1,705 -1,808
19,635 32,604 28,502
-451 -287 -451
0 0 0
19,184 32,317 28,051

R S T
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
CONSUMER SURVEY – Sonites MARKET – PERIOD 2
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 58% 58%
LOOP L 64% 72%
MOST M 61% 60%
MOVE M 64% 71%
NOON N 61% 62%
NOVA N 66% 72%
ROCK R 62% 63%
ROLL R 65% 73%
SOFT S 61% 58%
SOLO S 65% 68%
SOSOLO S 7% 7%
TONE T 63% 63%
TOPS T 65% 71%

Purchase Intentions
MARKET : Sonites Average Explorers
LOCK L 7% 5%
LOOP L 4% 9%
MOST M 9% 5%
MOVE M 13% 13%
NOON N 8% 5%
NOVA N 9% 14%
ROCK R 8% 5%
ROLL R 4% 7%
SOFT S 10% 5%
 SOLO S 10% 12%
SOSOLO S 1% 1%
TONE T 11% 5%
TOPS T 8% 14%

Total 100% 100%

Shopping Habits
MARKET : Sonites Explorers Shoppers
MassMerch 11% 42%
Online Stores 16% 14%
Specialty Stores 73% 43%

Total 100% 100%

CONSUMER PANEL – Sonites MARKET – PERIOD 2

Market Shares by Consumer Segment (based on volume)
MARKET : Sonites Total Explorers
LOCK L 6% 4%
LOOP L 4% 10%
MOST M 9% 4%
MOVE M 11% 11%
NOON N 8% 5%
NOVA N 9% 14%
ROCK R 8% 5%
ROLL R 4% 9%
SOFT S 10% 4%
SOLO S 11% 14%
SOSOLO S 0% 0%
TONE T 10% 4%
 TOPS T 10% 16%

Total 100% 100%

Volume Sold by Consumer Segment

MARKET : Sonites Total Explorers
LOCK L 92 7
LOOP L 60 21
MOST M 133 9
MOVE M 168 24
NOON N 114 10
NOVA N 132 29
ROCK R 121 11
ROLL R 62 19
SOFT S 148 9
SOLO S 162 29
SOSOLO S 3 1
TONE T 156 9
TOPS T 146 35
 Total 1,497 213
All numbers in thousands of units

DISTRIBUTION PANEL – Sonites MARKET – PERIOD 2

Sales and Market Shares by Channel (based on volume)
Market share - Unit
MARKET : Sonites
Specialty Stores Mass Merch.
LOCK L 3% 10%
LOOP L 7% 1%
MOST M 6% 13%
MOVE M 16% 6%
NOON N 5% 11%
NOVA N 12% 4%
ROCK R 6% 12%
ROLL R 6% 2%
SOFT S 6% 16%
SOLO S 15% 6%
SOSOLO S 0% 0%
TONE T 7% 16%
TOPS T 13% 5%

Total 100% 100%

Distribution Coverage and Number of Outlets in each Channel

Distribution Coverage (% outlets)
MARKET : Sonites
Specialty Stores Mass Merch.
LOCK L 20% 49%
 LOOP L 49% 13%
MOST M 32% 43%
MOVE M 46% 33%
NOON N 32% 45%
NOVA N 46% 34%
ROCK R 37% 53%
ROLL R 51% 30%
SOFT S 30% 46%
SOLO S 44% 33%
SOSOLO S 18% 7%
TONE T 33% 46%
TOPS T 45% 34%

SEMANTIC SCALES – Sonites MARKET – PERIOD 2

Brand Perceptions - On a scale from 1 (Low) to 7 (High)
MARKET : Sonites # Features Design Index
LOCK L 6.3 1.5
LOOP L 4.3 5.8
MOST M 6.3 1.5
MOVE M 4.3 5.8
NOON N 6.1 1.5
NOVA N 4.5 5.7
ROCK R 6.3 1.5
ROLL R 4.3 5.7
SOFT S 6.3 1.5
SOLO S 4.3 5.7
SOSOLO S 4.3 5.8
TONE T 6.3 1.5
TOPS T 4.3 5.9
Ideal Values for each Segment - On a scale from 1 (Low) to 7 (High)
Segment Period # Features Design Index
Explorers 2 4.6 1.9
High Earners 2 3.2 5.7
Professionals 2 5.3 5.4
Savers 2 2.6 3.9
Shoppers 2 1.9 5.2
Explorers 1 4.6 1.8
High Earners 1 3.2 5.8
Professionals 1 5.5 5.5
Savers 1 2.5 3.8
Shoppers 1 1.8 5.2
Explorers 0 4.7 1.7
High Earners 0 3.2 6.0
Professionals 0 5.8 5.7
Savers 0 2.5 3.8
Shoppers 0 1.8 5.2
 Importance of characteristics
# Features Design Index
On a scale from 1 (not important) to 10 (very important). 1.3 2.8

MULTIDIMENSIONAL SCALING – Sonites MARKET – PERIOD 2

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 9 -11
LOOP L -15 15
MOST M 11 -11
MOVE M -12 11
NOON N 10 -11
NOVA N -12 13
ROCK R 10 -11
ROLL R -18 13
SOFT S 10 -11
SOLO S -12 12
SOSOLO S -16 13
TONE T 11 -11
TOPS T -12 14

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

Influence of Product Characteristics on Perceptual Dimensions

MARKET : Sonites Economy Performance
Features Slight Slight
Design Index Slight Slight
Battery Life Slight Slight
Display Size Slight Moderate
Processing Power Slight Very Strong
Price Very Strong Slight

COMPETITIVE ADVERTISING – Sonites MARKET – PERIOD 2

Estimated Advertising Expenditures (in thousand dollars) – By Firm and Consumer Segmen
MARKET : Sonites Total Explorers
L 4,770 720
M 5,290 870
N 4,890 630
R 4,390 790
S 5,120 580
T 4,950 740
Total 29,410 4,330
 All numbers in thousands of dollars

Estimated Advertising Expenditures (in thousand dollars) – By Brand and Consumer Segme
MARKET : Sonites Total Explorers
LOCK L 1,670 260
LOOP L 3,100 460
MOST M 2,150 310
MOVE M 3,140 560
NOON N 1,940 260
NOVA N 2,950 370
ROCK R 1,750 320
ROLL R 2,640 470
SOFT S 1,840 210
SOLO S 2,750 320
SOSOLO S 530 50
TONE T 2,170 320
TOPS T 2,780 420

Total 29,410 4,330

All numbers in thousands of dollars

COMPETITIVE COMMERCIAL TEAMS – Sonites MARKET – PERIOD 2

Estimated Commercial Team Size (in full-time equivalent) – By Firm and Channel
MARKET : Sonites Total Specialty Stores
L 77 35
M 70 32
N 82 32
R 103 43
S 79 35
T 84 32
Total 495 209
 Estimated Commercial Team Size (in full-time equivalent) – By Brand and Channel
MARKET : Sonites Total Specialty Stores
LOCK L 40 5
LOOP L 37 30
MOST M 34 12
MOVE M 36 20
NOON N 40 11
NOVA N 42 21
ROCK R 55 15
ROLL R 48 28
SOFT S 35 10
SOLO S 35 19
SOSOLO S 9 6
TONE T 40 12
TOPS T 44 20

Total 495 209

ADVERTISING EXPERIMENT – Sonites MARKET – PERIOD 2

Expected Change in Brand Awareness
MARKET : Sonites Explorers Shoppers
ROCK R 1.6% 1.2%
ROLL R 1.4% 1.1%

Expected Change in unit Market Share (%U)

MARKET : Sonites Explorers Shoppers
ROCK R 0.0% 0.0%
 ROLL R 0.2% 0.0%

Expected Change in Contribution (in K$)

MARKET : Sonites
ROCK R -340
ROLL R -267

Total -607

COMMERCIAL TEAM EXPERIMENT – Sonites MARKET – PERIOD 2

Expected Change in Number of Distributors
MARKET : Sonites Specialty Stores Mass Merch.
ROCK R 276 129
ROLL R 222 181

Expected Change in unit Market Share (%U)

MARKET : Sonites Specialty Stores Mass Merch.
ROCK R 0.1% 0.0%
ROLL R 0.3% 0.2%

Expected Change in Contribution (in K$)

MARKET : Sonites
ROCK R -390
ROLL R 571

Total 181

MARKET FORECAST – Sonites MARKET – PERIOD 2

Expected Market Size and Growth Rate by Consumer Segment
Market Size (in thousands of units)

MARKET : Sonites Period 2 Period 3

Explorers 214 209

 Shoppers 291 375
Professionals 317 360
High Earners 205 243
Savers 467 554
Total 1,494 1,741
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 2

Relative Importance of Price and Physical Characteristics
MARKET : Sonites Explorers Shoppers
Design 2.9% 15.0%
Display Size 7.4% 2.5%
Processing Power 30.8% 24.3%
Price 58.9% 58.2%
Total 100.0% 100.0%

Levels and Utilities

Design
MARKET : Sonites Level Utility
Explorers 3 0.42
4 0.47
5 0.47
6 0.47
Shoppers 6 0.40
7 0.65
8 0.66
9 0.66
Professionals 7 0.28
8 0.39
9 0.40
10 0.37
High Earners 7 0.50
8 0.64
9 0.64
10 0.64
Savers 5 0.30
6 0.58
7 0.65
8 0.60
purchased this period, or that no offerings are marketed yet in the Sonites market

Shoppers Professionals High Earners Savers

66% 48% 52% 62%
58% 76% 81% 49%
69% 49% 55% 66%
56% 76% 81% 49%
70% 50% 54% 65%
60% 79% 81% 51%
70% 51% 54% 67%
59% 77% 81% 49%
68% 50% 55% 68%
58% 79% 80% 51%
6% 8% 12% 6%
72% 52% 57% 67%
59% 78% 81% 50%

Shoppers Professionals High Earners Savers

13% 0% 1% 11%
3% 4% 10% 0%
13% 0% 1% 18%
4% 35% 24% 0%
13% 0% 1% 13%
4% 19% 15% 0%
13% 0% 1% 14%
3% 3% 11% 0%
14% 0% 1% 20%
 4% 21% 21% 0%
0% 0% 2% 0%
14% 0% 1% 24%
4% 18% 13% 0%

100% 100% 100% 100%

Professionals High Earners Savers

22% 31% 61%
21% 20% 12%
57% 49% 28%

100% 100% 100%

Shoppers Professionals High Earners Savers

12% 0% 1% 11%
2% 4% 9% 0%
13% 0% 1% 18%
3% 29% 20% 0%
14% 0% 1% 13%
4% 19% 15% 0%
14% 0% 1% 14%
3% 3% 12% 0%
14% 0% 1% 21%
4% 23% 23% 0%
0% 0% 1% 0%
14% 0% 1% 22%
 4% 21% 16% 0%

100% 100% 100% 100%

Shoppers Professionals High Earners Savers

34 0 2 49
7 13 18 0
38 0 2 84
9 93 41 1
40 0 2 62
11 61 30 1
41 0 2 67
8 10 25 0
40 0 2 96
12 73 48 1
0 0 1 0
40 0 2 105
12 66 32 1
 292 316 207 467

Market share - Unit Volume sold

Online Stores Specialty Stores Mass Merch. Online Stores
5% 21,703 58,732 11,626
4% 43,961 5,438 10,272
7% 40,684 77,281 15,205
13% 105,453 31,867 30,680
7% 35,444 63,278 15,378
12% 80,864 23,899 27,237
7% 37,554 67,407 15,639
5% 39,149 10,682 11,735
7% 41,468 90,728 15,703
12% 100,836 32,585 28,366
0% 1,949 382 306
8% 44,376 91,960 19,664
14% 87,429 26,586 31,671

100% 0% 680,870 580,825 233,482 0

bution Coverage (% outlets) Number of Outlets

Online Stores Specialty Stores Mass Merch. Online Stores
34% 1,918 3,016 347
 35% 4,809 792 363
34% 3,139 2,656 346
34% 4,455 2,031 352
41% 3,087 2,775 422
47% 4,520 2,065 478
46% 3,632 3,253 470
47% 4,993 1,846 484
31% 2,898 2,849 322
34% 4,323 2,051 346
8% 1,737 433 81
42% 3,254 2,860 433
50% 4,393 2,107 515

Total Number of Outlets 9,777 6,166 1,027

Battery Life Display Size Proc. Power Price

5.5 4.6 1.5 2.6
2.3 6.5 6.0 6.2
5.4 4.6 1.5 2.3
2.3 6.5 5.2 5.8
5.4 4.6 1.5 2.5
2.2 6.5 5.5 5.8
5.4 4.6 1.5 2.5
2.2 6.5 5.5 6.5
5.4 4.6 1.5 2.5
2.2 6.5 5.3 5.9
2.3 6.5 5.4 6.5
5.4 4.6 1.5 2.4
2.2 6.5 5.7 5.8
Battery Life Display Size Proc. Power Price
5.8 5.9 6.1 3.5
3.4 4.4 4.7 5.8
4.9 5.6 5.7 5.6
1.8 2.8 2.4 2.2
3.0 4.3 4.2 2.7
6.0 6.0 6.2 3.4
3.4 4.6 4.8 5.9
5.0 5.5 5.4 5.3
1.7 2.7 2.4 2.2
3.0 4.2 3.9 2.9
6.2 6.1 6.3 3.3
3.5 4.8 4.8 5.9
5.0 5.4 5.1 5.1
1.7 2.5 2.3 2.2
3.0 4.0 3.7 3.1
 Battery Life Display Size Proc. Power Price
1.5 3.1 5.8 10.0

RIOD 2

e available until several brands are marketed in the category.

Convenience
-10
6
-11
6
-11
6
-11
6
-9
6
6
-9
7

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

Convenience
Moderate
Very Strong
Moderate
Slight
Slight
Slight

m and Consumer Segment

Shoppers Professionals High Earners Savers
880 1,090 1,300 780
970 1,060 1,320 1,070
1,000 1,210 1,100 950
800 950 1,060 790
840 1,420 1,170 1,110
1,010 1,100 1,100 1,000
5,500 6,830 7,050 5,700
ds of dollars

nd and Consumer Segment

Shoppers Professionals High Earners Savers
520 210 160 520
360 880 1,140 260
670 200 200 770
300 860 1,120 300
630 210 210 630
370 1,000 890 320
480 210 160 580
320 740 900 210
470 210 210 740
320 1,100 690 320
50 110 270 50
690 210 210 740
320 890 890 260

5,500 6,830 7,050 5,700

ds of dollars

T – PERIOD 2
m and Channel
Mass Merch. Online Stores
32 10
28 10
33 17
40 20
33 11
32 20
198 88 0
nd and Channel
Mass Merch. Online Stores
30 5
2 5
17 5
11 5
21 8
12 9
30 10
10 10
20 5
11 5
2 1
20 8
12 12

198 88 0

Professionals High Earners Savers

1.0% 0.8% 1.1%
1.0% 0.9% 0.8%

Professionals High Earners Savers

0.0% 0.0% 0.1%
 0.0% 0.2% 0.0%

– PERIOD 2

Online Stores
44
47

Online Stores
0.4%
0.6%

thousands of units) Market Growth (in % unit) Relative Market Size (in % of total size)
Total until Average until
Period 7 Period 3 Period 2 Period 3
Period 7 Period 7
163 -2.2% -23.7% -5.3% 14.3% 12.0%
 824 28.7% 182.8% 23.1% 19.5% 21.5%
421 13.3% 32.5% 5.8% 21.2% 20.7%
315 18.4% 53.2% 8.9% 13.7% 14.0%
1,042 18.4% 123.0% 17.4% 31.3% 31.8%
2,765 16.5% 85.1% 13.1% 100.0% 100.0%
size in one and five periods, if a brand were introduced next period.

Professionals High Earners Savers

6.8% 7.7% 17.3%
1.6% 2.9% 1.6%
32.0% 33.8% 32.8%
59.6% 55.5% 48.3%
100.0% 99.9% 100.0%

Display Proc. Power Price

Level Utility Level Utility Level Utility
22 0.38 52 0.13 190 0.23
28 0.45 68 0.46 269 1.00
34 0.49 84 0.66 348 0.59
40 0.50 100 0.57 427 0.00
14 0.57 31 0.37 135 0.39
20 0.61 47 0.73 214 0.98
26 0.60 63 0.79 293 1.00
32 0.59 79 0.48 372 0.00
22 0.37 52 0.09 335 0.00
28 0.37 68 0.55 414 1.00
34 0.35 84 0.62 493 0.33
40 0.35 100 0.18 572 0.10
15 0.60 37 0.28 335 0.00
21 0.63 53 0.88 414 1.00
27 0.62 69 0.89 493 0.96
33 0.58 85 0.38 572 0.46
5 0.51 5 0.25 100 0.54
11 0.54 21 0.78 179 1.00
17 0.54 37 0.89 258 0.59
23 0.54 53 0.21 337 0.00
Size (in % of total size)

Period 7

5.9%
 29.8%
15.2%
11.4%
37.7%
100.0%
CONSUMER SURVEY – Vodites MARKET – PERIOD 2
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

Purchase Intentions
MARKET : Vodites Average Innovators
 Total 0% 0%

Shopping Habits
MARKET : Vodites Innovators Early Adopters

Total 0% 0%

CONSUMER PANEL – Vodites MARKET – PERIOD 2

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 2

Sales and Market Shares by Channel (based on volume)
Market share - Unit
MARKET : Vodites
Specialty Stores Mass Merch.

Total 0% 0%

Distribution Coverage and Number of Outlets in each Channel

Distribution Coverage (% outlets)
MARKET : Vodites
Specialty Stores Mass Merch.
SEMANTIC SCALES – Vodites MARKET – PERIOD 2
Brand Perceptions - On a scale from 1 (Low) to 7 (High)
Energy
MARKET : Vodites Resolution Efficiency
Ideal Values for each Segment - On a scale from 1 (Low) to 7 (High)
Energy
Segment Period Resolution Efficiency
 Importance of characteristics
Energy
Resolution Efficiency
On a scale from 1 (not important) to 10 (very important).

MULTIDIMENSIONAL SCALING – Vodites MARKET – PERIOD 2

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

Ideal Values for each Segment - On a scale from -20 (Low) to +20 (High)
Segment Period Autonomy Sophistication
 Influence of Product Characteristics on Perceptual Dimensions
MARKET : Vodites Autonomy Sophistication

COMPETITIVE ADVERTISING – Vodites MARKET – PERIOD 2

Estimated Advertising Expenditures (in thousand dollars) – By Firm and Consumer Segmen
MARKET : Vodites Total Innovators

Total 0 0
 All numbers in thousands of dollars

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

Total 0 0
All numbers in thousands of dollars

COMPETITIVE COMMERCIAL TEAMS – Vodites MARKET – PERIOD 2

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 2

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 2

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 2

Expected Market Size and Growth Rate by Consumer Segment
Market Size (in thousands of units)

MARKET : Vodites Period 2 Period 3

 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 2

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

Early Adopters Followers

Early Adopters Followers

 0% 0% 0% 0%

Followers

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 0 0 0

bution Coverage (% outlets) Number of Outlets

Online Stores Specialty Stores Mass Merch. Online Stores
 Total Number of Outlets

Carbon Connectivity No. of Apps Price

Footprint
 Carbon Connectivity No. of Apps Price
Footprint
 Carbon Connectivity No. of Apps Price
Footprint

RIOD 2

e available until several brands are marketed in the category.

Economy

Economy
 Economy

m and Consumer Segment

Early Adopters Followers

0 0 0 0
ds of dollars

nd and Consumer Segment

Early Adopters Followers

0 0 0 0
ds of dollars

T – PERIOD 2
m and Channel
Mass Merch. Online Stores

0 0 0
nd and Channel
Mass Merch. Online Stores

0 0 0

Followers

Followers
– PERIOD 2

Online Stores

Online Stores

thousands of units) Market Growth (in % unit) Relative Market Size (in % of total size)
Total until Average until
Period 7 Period 3 Period 2 Period 3
Period 7 Period 7
 0 N/A #DIV/0! #DIV/0! 0.0%
size 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 7
0.0%