annual report team e
DESCRIPTION
Markstrat Annual reportTRANSCRIPT
INDUSTRY MAY - FIRM E ANNUAL REPORT PERIOD 0
11/04/2014 Markstrat by StratX 5.1.0.8 - Copyright © 2010 by StratX 1/58
COMPANY REPORT
FIRM EBased on scenario F6M2A0
PERIOD 0
Anil KulkarniMarkstrat - Oct 2014
21/10/2014 -->30/06/2015SP Jain Institute of Management & Research - India
India
INDUSTRY MAY - FIRM E ANNUAL REPORT PERIOD 0
11/04/2014 Markstrat by StratX 5.1.0.8 - Copyright © 2010 by StratX 2/58
COMPANY RESULTS
COMPANY SCORECARD
Unit Annual results Evolution since P0
Period 0
Market share
Total %$ 19.6%
Sonite market %$ 19.6%
Vodite market %$ -
Retail sales
Total K$ 79,143
Sonite market K$ 79,143
Vodite market K$ -
Contribution
Before marketing K$ 19,358
After marketing K$ 14,134
Net K$ 13,890
Cumulative net K$ 13,890
Shareholder value
Stock price index Base 1000 1,000
Current return on investment Ratio 2.54
Cumulative return on investment Ratio 2.54
COMPANY PERFORMANCE
Unit Total Sonite market Vodite market
Sales
Units sold U 151,138 151,138
Average retail price $ 524 524
Average selling price $ 336 336
Revenues K$ 50,825 50,825
Production
Units produced U 187,000 187,000
Cost of goods sold K$ -30,832 -30,832
Inventory holding cost K$ -635 -635
Inventory disposal loss K$ 0 0
Contribution before marketing K$ 19,358 19,358
Marketing
Advertising expenditures K$ -3,840 -3,840
Advertising research expenditures K$ -160 -160
Sales force K$ -1,224 -1,224
Contribution after marketing K$ 14,134 14,134
Other expenses
Market research studies K$ -245 -245 0
Research and development K$ 0 0 0
Interest paid K$ 0
Exceptional cost or profit K$ 0
Net contribution K$ 13,890
Next period budget K$ 7,150
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BRAND RESULTS
CONTRIBUTION BY BRAND
Sonite Brands Unit Total SEMI SELF
Base R&D project PSEMI PSELF
Sales
Units sold U 151,138 106,928 44,210
Average retail price $ 524 514 546
Average selling price $ 336 332 348
Revenues K$ 50,825 35,449 15,376
Production
Units produced U 187,000 107,000 80,000
Current unit transfer cost $ - 197 221
Average unit transfer cost $ 204 197 221
Cost of goods sold K$ -30,832 -21,049 -9,783
Units in inventory U 35,862 72 35,790
Inventory holding cost K$ -635 -1 -634
Inventory disposal loss K$ 0 0 0
Contribution before marketing K$ 19,358 14,399 4,960
Marketing
Advertising expenditures K$ -3,840 -2,400 -1,440
Advertising research expenditures K$ -160 -100 -60
Sales force K$ -1,224 -612 -612
Contribution after marketing K$ 14,134 11,287 2,848
MARKET SHARES AND DISTRIBUTION COVERAGE
Sonite Brands Unit Total SEMI SELF
Market shares %U 15.0% 10.6% 4.4%
%$ 19.6% 13.6% 6.0%
Distribution coverage in %
Specialty stores (30,000 outlets) % 48.5% 46.1%
Depart. stores (6,750 outlets) % 39.3% 37.3%
Mass Merchandis. (10,000 outlets) % 19.4% 18.1%
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RESEARCH & DEVELOPMENT RESULTS
SONITE R&D PROJECTS
Physical Characteristics Base Cost $ Allocated Budget K$
Name Weight Design Volume Max Freq Power Current Minimum Cumulative Req. for
(Kg) (Index) (Dm3) (KHz) (W) realistic completion
PSEMI 14 7 80 45 75 204 138 1,500 Avail. in P-1
PSELF 15 4 60 45 90 214 148 2,000 Avail. in P-1
(*) Projects identified in bold have been completed in this period.
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CUMULATIVE RESULTS
CUMULATIVE BRAND RESULTS
Sales Production Marketing
Brand Units sold Retail sales Revenues Advertising Sales force
KU K$ K$ K$ K$ K$ K$ K$
SEMI 0 107 55,007 35,449 21,049 1 2,500 612 11,287
SELF 0 44 24,136 15,376 9,783 634 1,500 612 2,848
Total Sonite 151 79,143 50,825 30,832 635 4,000 1,224 14,134
Total Vodite 0 0 0 0 0 0 0 0
Total all markets 151 79,143 50,825 30,832 635 4,000 1,224 14,134
CUMULATIVE COMPANY PERFORMANCE
Unit Total Sonite market Vodite market
Sales
Units sold KU 151 151 0
Retail sales K$ 79,143 79,143 0
Revenues K$ 50,825 50,825 0
Production
Cost of goods sold K$ -30,832 -30,832 0
Inventory holding and disposal cost K$ -635 -635 0
Marketing
Total advertising expenditures K$ -4,000 -4,000 0
Sales force expenditures K$ -1,224 -1,224 0
Contribution after marketing K$ 14,134 14,134 0
Other expenses
Market research studies K$ -245 -245 0
Research and development K$ 0 0 0
Interest paid K$ 0
Exceptional cost or profit K$ 0
Net contribution K$ 13,890
Results since period
Cost of goods sold
Inventory costs
Contrib. after mktg.
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DECISION SUMMARY
DECISION SUMMARY - BRAND MANAGEMENT
Sonite Brands SEMI SELF
Base R&D project PSEMI PSELF
Production planning KU 100 100
Inventory sold to trading company KU 0 0
Recommended retail price $ 520 550
Advertising budget K$ 2,400 1,440
Advertising research budget K$ 100 60
Buffs 30 25
Singles 10 20
Targeted segments in % Professionals 30 30
High earners 25 15
Others 5 10
Perceptual Objectives
Dimension 1 None None
Objective 1 - -
Dimension 2 None None
Objective 2 - -
DECISION SUMMARY - SALES FORCE MANAGEMENT
Distribution Channels Specialty stores Depart. stores Mass Merchandis.
Number of salespeople 25 25 10
Sales force effort allocation by brand (%)
SEMI 50 50 50
SELF 50 50 50
TOTAL 100 100 100
DECISION SUMMARY - MARKET RESEARCH STUDIES
Study Market covered by study
All markets Sonite Vodite
Industry benchmarking No - -
Consumer survey - Yes No
Consumer panel - Yes No
Distribution panel - Yes No
Semantic scales - No No
Multidimensional scaling - No No
Market forecast - Yes No
Competitive advertising - No No
Competitive sales force - No No
Advertising experiment - No No
Sales force experiment - No No
Conjoint analysis - No No
DECISION SUMMARY - LOAN AND BUDGET MODIFICATION
Corporate finance department
Increase in budget K$ 0
Decrease in budget K$ 0
Bank
Capital borrowed K$ 0
Duration in number of periods
Interest rate %
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NEWSLETTER
FIRM EBased on scenario F6M2A0
PERIOD 0
Anil KulkarniMarkstrat - Oct 2014
21/10/2014 -->30/06/2015SP Jain Institute of Management & Research - India
India
INDUSTRY MAY - FIRM E ANNUAL REPORT PERIOD 0
11/04/2014 Markstrat by StratX 5.1.0.8 - Copyright © 2010 by StratX 8/58
STOCK MARKET AND KEY PERFORMANCE INDICATORS
STOCK MARKET
Firm Stock price index Market capitalization Net contribution (K$)
base 1000 K$ Period 0 Cumulative
A 1,000 252,106 12,450 12,450
E 1,000 281,265 13,890 13,890
I 1,000 270,384 13,352 13,352
O 1,000 276,287 13,644 13,644
U 1,000 276,842 13,671 13,671
Y 1,000 305,391 15,081 15,081
COMPANY KEY PERFORMANCE INDICATORS(period 0 values)
Unit A E I O U Y
Market share
Total %$ 11.9% 19.6% 12.2% 21.3% 16.4% 18.5%
Sonite market %$ 11.9% 19.6% 12.2% 21.3% 16.4% 18.5%
Vodite market %$ - - - - - -
Retail sales
Total K$ 47,838 79,143 49,252 85,987 66,293 74,530
Sonite market K$ 47,838 79,143 49,252 85,987 66,293 74,530
Vodite market K$ - - - - - -
Contribution
Before marketing K$ 17,918 19,358 18,821 19,113 19,140 20,550
After marketing K$ 12,694 14,134 13,597 13,889 13,916 15,326
Net K$ 12,450 13,890 13,352 13,644 13,671 15,081
Cumulative net K$ 12,450 13,890 13,352 13,644 13,671 15,081
Shareholder value
Stock price index Base 1000 1,000 1,000 1,000 1,000 1,000 1,000
Market capitalization K$ 252,106 281,265 270,384 276,287 276,842 305,391
Current return on investment Ratio 2.28 2.54 2.44 2.49 2.50 2.76
Cumulative return on investment Ratio 2.28 2.54 2.44 2.49 2.50 2.76
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ECONOMIC VARIABLES AND COSTS
ECONOMIC VARIABLES
Unit Actual value Forecast value %change
Period 0 Period 1
GNP growth rates % 3.0% 3.0% 0.0%
Inflation rate % 2.0% 2.0% 0.0%
Production
Inventory holding cost per annum % transf. cost 8.0% 8.0% 0.0%
Loss incurred for inventory disposal % transf. cost 20.0% 20.0% 0.0%
Sales force
Salesperson operating cost $ 20,400 20,808 2.0%
Salesperson hiring and training cost $ 3,060 3,121 2.0%
Salesperson firing cost $ 5,100 5,202 2.0%
COST OF MARKET RESEARCH STUDIES NEXT PERIOD(all numbers in K$)
Study Market covered by study
All markets Sonite Vodite
Industry benchmarking 31
Consumer survey 62 42
Consumer panel 104 73
Distribution panel 62 52
Semantic scales 10 10
Multidimensional scaling 36 36
Market forecast 21 21
Competitive advertising 31 31
Competitive sales force 16 16
Advertising experiment 26 26
Sales force experiment 36 36
Conjoint analysis 36 36
Total market 31 440 379
Total if all studies ordered 850
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INFORMATION ON SONITE MARKET
CHARACTERISTICS OF MARKETED SONITE BRANDS
Physical characteristics
Firm Brand New or Weight Design Volume Max Freq Power Base cost Retail price
Modified (Kg) (Index) (Dm3) (KHz) (W) ($) ($)
A SAMA No 15 4 55 10 10 71 260
SALT No 18 5 90 15 30 112 335
E SEMI No 14 7 80 45 75 204 520
SELF No 15 4 60 45 90 214 550
I SIRO No 20 3 90 5 12 51 210
SIBI No 19 5 75 30 30 102 330
O SOLD No 13 7 65 30 75 230 540
SONO No 16 3 95 48 88 184 400
U SUSI No 18 3 95 15 12 66 250
SULI No 12 6 30 40 80 194 500
Y SYGU No 11 9 55 25 30 143 340
SYCA No 10 8 25 35 45 189 550
INFORMATION ON SONITE MARKET - SALES AND MARKET SHARES
Firm Brand Volume sold Retail sales
Period -1 Period 0 Change Share Period -1 Period 0 Change Share
U U % %U K$ K$ % %$
A SAMA 106,848 122,375 14.5% 12.2% 26,897 30,805 14.5% 7.6%
SALT 45,801 51,678 12.8% 5.1% 15,096 17,033 12.8% 4.2%
E SEMI 92,986 106,928 15.0% 10.6% 47,835 55,007 15.0% 13.6%
SELF 40,849 44,210 8.2% 4.4% 22,300 24,136 8.2% 6.0%
I SIRO 72,206 82,482 14.2% 8.2% 14,666 16,753 14.2% 4.2%
SIBI 88,709 100,481 13.3% 10.0% 28,691 32,499 13.3% 8.1%
O SOLD 100,391 120,125 19.7% 11.9% 53,312 63,792 19.7% 15.8%
SONO 54,024 55,899 3.5% 5.6% 21,451 22,196 3.5% 5.5%
U SUSI 34,500 39,320 14.0% 3.9% 8,341 9,506 14.0% 2.4%
SULI 100,036 115,594 15.6% 11.5% 49,144 56,787 15.6% 14.1%
Y SYGU 68,820 77,790 13.0% 7.7% 23,052 26,057 13.0% 6.5%
SYCA 74,182 89,744 21.0% 8.9% 40,068 48,474 21.0% 12.0%
Total Sonite market 879,350 1,006,628 14.5% 100.0% 350,852 403,044 14.9% 100.0%
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MARKET RESEARCH STUDIES
FIRM EBased on scenario F6M2A0
PERIOD 0
Anil KulkarniMarkstrat - Oct 2014
21/10/2014 -->30/06/2015SP Jain Institute of Management & Research - India
India
INDUSTRY MAY - FIRM E ANNUAL REPORT PERIOD 0
11/04/2014 Markstrat by StratX 5.1.0.8 - Copyright © 2010 by StratX 12/58
INDUSTRY BENCHMARKING
BENCHMARKING - ESTIMATED OVERALL PERFORMANCE
Unit A E I O U Y
Sales
Retail sales K$ 47,838 79,143 49,252 85,987 66,293 74,530
Revenues K$ 32,221 50,825 32,913 55,969 43,285 48,659
Production
Cost of goods sold K$ -13,909 -30,832 -13,942 -36,489 -23,922 -27,818
Inventory holding cost K$ -394 -635 -150 -367 -223 -292
Inventory disposal loss K$ 0 0 0 0 0 0
Contribution before marketing K$ 17,918 19,358 18,821 19,113 19,140 20,550
Marketing
Advertising expenditures K$ -3,840 -3,840 -3,840 -3,840 -3,840 -3,840
Advertising research expenditures K$ -160 -160 -160 -160 -160 -160
Sales force K$ -1,224 -1,224 -1,224 -1,224 -1,224 -1,224
Contribution after marketing K$ 12,694 14,134 13,597 13,889 13,916 15,326
Other expenses
Market research studies K$ -245 -245 -245 -245 -245 -245
Research and development K$ 0 0 0 0 0 0
Interest paid K$ 0 0 0 0 0 0
Exceptional cost or profit K$ 0 0 0 0 0 0
Net contribution K$ 12,450 13,890 13,352 13,644 13,671 15,081
Next period budget K$ 7,150 7,150 7,150 7,150 7,150 7,150
BENCHMARKING - ESTIMATED PERFORMANCE IN SONITE MARKET
Unit A E I O U Y
Sales
Retail sales K$ 47,838 79,143 49,252 85,987 66,293 74,530
Revenues K$ 32,221 50,825 32,913 55,969 43,285 48,659
Production
Cost of goods sold K$ -13,909 -30,832 -13,942 -36,489 -23,922 -27,818
Inventory holding cost K$ -394 -635 -150 -367 -223 -292
Inventory disposal loss K$ 0 0 0 0 0 0
Contribution before marketing K$ 17,918 19,358 18,821 19,113 19,140 20,550
Marketing
Advertising expenditures K$ -3,840 -3,840 -3,840 -3,840 -3,840 -3,840
Advertising research expenditures K$ -160 -160 -160 -160 -160 -160
Sales force K$ -1,224 -1,224 -1,224 -1,224 -1,224 -1,224
Contribution after marketing K$ 12,694 14,134 13,597 13,889 13,916 15,326
BENCHMARKING - ESTIMATED PERFORMANCE IN VODITE MARKET
Unit A E I O U Y
Sales
Retail sales K$ 0 0 0 0 0 0
Revenues K$ 0 0 0 0 0 0
Production
Cost of goods sold K$ 0 0 0 0 0 0
Inventory holding cost K$ 0 0 0 0 0 0
Inventory disposal loss K$ 0 0 0 0 0 0
Contribution before marketing K$ 0 0 0 0 0 0
Marketing
Advertising expenditures K$ 0 0 0 0 0 0
Advertising research expenditures K$ 0 0 0 0 0 0
Sales force K$ 0 0 0 0 0 0
Contribution after marketing K$ 0 0 0 0 0 0
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CONSUMER SURVEY - SONITE MARKET
CONSUMER SURVEY - BRAND AWARENESS BY SEGMENT
Firm Brand Buffs Singles Pros HiEarners Others Total
A SAMA 46.1% 65.6% 31.0% 31.4% 62.3% 47.5%
SALT 57.6% 68.4% 50.9% 50.9% 33.4% 50.2%
E SEMI 59.3% 50.8% 60.1% 57.1% 30.7% 50.4%
SELF 53.5% 46.1% 54.9% 50.5% 27.3% 45.4%
I SIRO 47.6% 69.9% 35.2% 35.4% 71.2% 52.3%
SIBI 63.9% 78.1% 50.7% 50.7% 46.9% 56.5%
O SOLD 52.1% 46.6% 53.0% 57.6% 30.4% 46.8%
SONO 43.3% 43.2% 44.6% 37.3% 30.4% 39.1%
U SUSI 26.2% 34.9% 27.2% 27.0% 29.5% 28.6%
SULI 61.3% 58.9% 68.5% 66.7% 36.2% 56.7%
Y SYGU 58.9% 62.5% 47.1% 45.6% 40.6% 50.0%
SYCA 46.4% 51.4% 59.4% 58.3% 33.6% 48.3%
CONSUMER SURVEY - PURCHASE INTENTIONS
Firm Brand Buffs Singles Pros HiEarners Others Total
A SAMA 3.6% 9.0% 0.9% 0.5% 35.8% 12.0%
SALT 7.1% 13.1% 3.0% 2.1% 5.0% 5.7%
E SEMI 11.6% 3.4% 20.5% 14.7% 1.0% 9.8%
SELF 9.3% 2.3% 6.1% 3.6% 0.7% 4.4%
I SIRO 3.3% 6.4% 0.8% 0.5% 24.6% 8.5%
SIBI 11.2% 28.9% 3.4% 2.2% 10.6% 10.5%
O SOLD 8.8% 3.3% 18.9% 28.7% 1.0% 11.3%
SONO 15.9% 2.9% 4.5% 2.0% 1.0% 5.5%
U SUSI 2.1% 4.2% 0.7% 0.4% 12.2% 4.6%
SULI 13.2% 4.1% 24.4% 15.6% 1.2% 11.2%
Y SYGU 8.5% 18.6% 5.4% 3.6% 5.6% 7.7%
SYCA 5.4% 3.9% 11.4% 26.0% 1.3% 8.8%
Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
CONSUMER SURVEY - SHOPPING HABITS
Segment Specialty stores Depart. stores Mass Merchandis. Total
Buffs 70.0% 25.0% 5.0% 100.0%
Singles 40.0% 40.0% 20.0% 100.0%
Professionals 50.0% 30.0% 20.0% 100.0%
High earners 20.0% 50.0% 30.0% 100.0%
Others 20.0% 40.0% 40.0% 100.0%
Total 40.2% 36.3% 23.5% 100.0%
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CONSUMER PANEL - SONITE MARKET
CONSUMER PANEL - MARKET SHARES BASED ON UNIT SALES
Firm Brand Buffs Singles Pros HiEarners Others Total
A SAMA 3.0% 9.1% 0.8% 0.6% 37.9% 12.2%
SALT 5.9% 12.4% 2.5% 2.1% 4.7% 5.1%
E SEMI 13.3% 3.7% 21.6% 14.7% 0.9% 10.6% 42356.9288
SELF 9.7% 2.2% 5.8% 3.2% 0.6% 4.4% 11373.6198
I SIRO 2.7% 6.1% 0.7% 0.5% 24.8% 8.2% 5609.99974
SIBI 9.8% 28.8% 3.1% 2.2% 10.7% 10.0%
O SOLD 9.4% 3.5% 19.5% 29.9% 1.0% 11.9%
SONO 16.2% 2.9% 4.3% 1.9% 0.9% 5.6%
U SUSI 1.7% 3.6% 0.6% 0.4% 10.8% 3.9%
SULI 13.3% 4.3% 24.2% 15.9% 1.2% 11.5%
Y SYGU 9.1% 19.2% 5.4% 3.4% 5.2% 7.7%
SYCA 5.8% 4.1% 11.6% 25.3% 1.3% 8.9%
Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
Total sales (U) 233,846 136,505 196,097 175,312 264,867 1,006,628
Total sales (% Total) 23.2% 13.6% 19.5% 17.4% 26.3% 100.0%
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DISTRIBUTION PANEL - SONITE MARKET
DISTRIBUTION PANEL - MARKET SHARES BASED ON UNIT SALES
Firm Brand Specialty stores Depart. stores Mass Merchandis. Total
A SAMA 5.8% 15.0% 20.1% 12.2%
SALT 4.6% 6.1% 4.3% 5.1%
E SEMI 14.1% 9.3% 5.9% 10.6%
SELF 6.6% 3.4% 1.7% 4.4%
I SIRO 4.1% 9.7% 14.0% 8.2%
SIBI 8.7% 11.2% 10.3% 10.0%
O SOLD 12.3% 12.4% 10.3% 11.9%
SONO 8.6% 4.0% 2.1% 5.6%
U SUSI 2.7% 3.8% 6.7% 3.9%
SULI 13.6% 9.8% 10.4% 11.5%
Y SYGU 9.8% 6.4% 6.0% 7.7%
SYCA 9.2% 8.9% 8.3% 8.9%
Total 100.0% 100.0% 100.0% 100.0%
Total sales (U) 418,264 394,500 193,865 1,006,628
Total sales (% Total) 41.6% 39.2% 19.3% 100.0%
DISTRIBUTION PANEL - DISTRIBUTION COVERAGE BY CHANNEL
Firm Brand Specialty stores Depart. stores Mass Merchandis.
A SAMA 26.8% 45.6% 25.8%
SALT 27.9% 46.4% 24.8%
E SEMI 48.5% 39.3% 19.4%
SELF 46.1% 37.3% 18.1%
I SIRO 27.0% 42.9% 30.0%
SIBI 27.7% 42.7% 29.2%
O SOLD 42.4% 39.0% 25.2%
SONO 42.5% 38.1% 24.1%
U SUSI 33.8% 32.0% 31.0%
SULI 37.6% 35.1% 33.5%
Y SYGU 47.0% 33.7% 24.8%
SYCA 47.0% 33.9% 25.1%
Total number of outlets 30,000 6,750 10,000
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SEMANTIC SCALES - SONITE MARKET
SEMANTIC SCALES - IDEAL VALUES (1 TO 7)
Segment Weight Design Volume Max Freq Power Price
Buffs 3.33 1.86 1.91 6.05 6.31 3.58
Singles 6.18 5.19 5.05 4.13 3.81 3.22 19Pros 2.35 5.75 2.99 5.44 5.21 5.24 12HiEarners 4.75 6.19 4.49 4.61 4.64 5.87
Others 5.48 3.96 6.24 2.63 2.43 2.12
Importance of characteristic (1) 1 3 1 3 6 10
(1) On a scale from 1 to 10 - 1 = Not important - 10 = Very important
SEMANTIC SCALES - BRAND PERCEPTIONS (1 TO 7)
Firm Brand Weight Design Volume Max Freq Power Price
A SAMA 4.00 1.63 3.54 1.61 1.50 2.61
SALT 5.89 2.34 6.32 2.23 2.47 4.35
E SEMI 3.30 4.77 5.61 6.39 5.53 6.27 14SELF 4.00 1.63 4.00 6.39 6.42 6.45
I SIRO 6.50 1.50 6.32 1.50 1.50 2.19
SIBI 6.45 2.34 5.24 4.41 2.47 3.88
O SOLD 2.69 4.77 4.46 4.41 5.53 6.39
SONO 4.71 1.50 6.50 6.50 6.31 5.38
U SUSI 5.89 1.50 6.50 2.23 1.50 2.52
SULI 2.11 3.23 1.68 5.77 5.83 6.15
Y SYGU 1.55 6.37 3.54 3.59 2.47 4.51
SYCA 1.50 5.66 1.50 5.12 3.43 6.45
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MULTIDIMENSIONAL SCALING - SONITE MARKET
MULTIDIMENSIONAL SCALING - IDEAL VALUES (-20 TO +20)
Segment Economy Performance Convenience
Buffs 2.8 15.0 -6.8
Singles 5.2 -0.7 2.7
Pros -8.2 8.4 10.6
HiEarners -12.4 4.2 9.1
Others 12.5 -10.2 -4.1
MULTIDIMENSIONAL SCALING - BRAND PERCEPTIONS (-20 TO +20)
Firm Brand Economy Performance Convenience
A SAMA 9.2 -17.6 -10.4
SALT -2.3 -10.6 -12.1
E SEMI -15.1 11.6 1.9
SELF -16.3 16.1 -11.1
I SIRO 12.1 -18.0 -19.1
SIBI 0.8 -7.0 -11.0
O SOLD -15.9 8.3 3.8
SONO -9.2 16.1 -18.0
U SUSI 9.9 -15.9 -18.8
SULI -14.3 12.1 0.8
Y SYGU -3.4 -8.3 13.3
SYCA -16.3 -1.0 13.3
MULTIDIMENSIONAL SCALINGINFLUENCE OF PRODUCT CHARACTERISTICS ON MDS DIMENSIONS
Weight Design Volume Max Freq Power Price
(Kg) (Index) (Dm3) (KHz) (W) ($)
Economy Slight Slight Slight Slight Moderate Very strong
Performance Slight Slight Slight Strong Very strong Slight
Convenience Moderate Very strong Moderate Slight Slight Slight
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MARKET FORECAST - SONITE MARKET
MARKET FORECAST - SEGMENT SIZES AND GROWTH RATES
Segment Buffs Singles Pros HiEarners Others Total
Segment sizes in KU
Actual size this period 234 137 196 175 265 1,007
Forecasted size next period 229 169 242 235 314 1,188
Forecasted size in five periods 203 491 406 450 630 2,179
Relative segment sizes in %
Actual size this period 23.2% 13.6% 19.5% 17.4% 26.3% 100.0%
Forecasted size next period 19.3% 14.2% 20.4% 19.8% 26.4% 100.0%
Forecasted size in five periods 9.3% 22.5% 18.6% 20.6% 28.9% 100.0%
Forecasted growth rates in %
Next period -2.2% 23.6% 23.6% 33.9% 18.5% 18.1%
Total over next five periods -13.4% 259.5% 107.2% 156.6% 137.7% 116.5%
Average over next five periods -2.8% 29.2% 15.7% 20.7% 18.9% 16.7%
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COMPETITIVE ADVERTISING - SONITE MARKET
COMPETITIVE ADVERTISING - ESTIMATED TOTAL EXPENDITURES(all numbers in K$)
Firm Brand Buffs Singles Pros HiEarners Others Total
A SAMA 250 350 200 200 450 1,450
SALT 650 650 450 450 350 2,550
TOTAL 900 1,000 650 650 800 4,000
E SEMI 650 350 650 550 300 2,500
SELF 350 300 400 250 200 1,500
TOTAL 1,000 650 1,050 800 500 4,000
I SIRO 300 500 300 300 600 2,000
SIBI 400 550 350 350 350 2,000
TOTAL 700 1,050 650 650 950 4,000
O SOLD 400 300 400 600 300 2,000
SONO 500 350 500 350 300 2,000
TOTAL 900 650 900 950 600 4,000
U SUSI 150 250 150 150 300 1,000
SULI 500 450 850 750 450 3,000
TOTAL 650 700 1,000 900 750 4,000
Y SYGU 400 400 400 400 400 2,000
SYCA 400 400 400 400 400 2,000
TOTAL 800 800 800 800 800 4,000
TOTAL 4,950 4,850 5,050 4,750 4,400 24,000
AVERAGE BY BRAND 413 404 421 396 367 2,000
AVERAGE BY FIRM 825 808 842 792 733 4,000
COMPETITIVE ADVERTISINGESTIMATED COMMUNICATION DIMENSIONS AND MESSAGE QUALITY
Firm Brand Communication Dimensions Message Quality
A SAMA - Poor
SALT - Poor
E SEMI - Poor
SELF - Poor
I SIRO - Poor
SIBI - Poor
O SOLD - Poor
SONO - Poor
U SUSI - Poor
SULI - Poor
Y SYGU - Poor
SYCA - Poor
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COMPETITIVE SALES FORCE - SONITE MARKET
COMPETITIVE SALES FORCES - ESTIMATED SIZES(in number of salespeople)
Firm Brand Specialty stores Depart. stores Mass Merchandis. TotalA SAMA 5 18 8 30
SALT 5 18 8 30TOTAL 10 35 15 60
E SEMI 13 13 5 30SELF 13 13 5 30TOTAL 25 25 10 60
I SIRO 5 15 10 30SIBI 5 15 10 30TOTAL 10 30 20 60
O SOLD 10 13 8 30SONO 10 13 8 30TOTAL 20 25 15 60
U SUSI 8 10 13 30SULI 8 10 13 30TOTAL 15 20 25 60
Y SYGU 13 10 8 30SYCA 13 10 8 30TOTAL 25 20 15 60
TOTAL 105 155 100 360AVERAGE BY BRAND 9 13 8 30AVERAGE BY FIRM 18 26 17 60
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ADVERTISING EXPERIMENT - SONITE MARKET
EXPECTED RESULTS WITH INCREASED ADVERTISING BUDGET
SEMI SELF
Change in awareness (%)
Buffs 2.7% 2.1%
Singles 3.1% 3.1%
Professionals 2.7% 2.4%
High earners 2.7% 1.8%
Others 1.9% 1.6%
Change in market share (%)
Buffs 0.9% 0.5%
Singles 0.3% 0.2%
Professionals 1.2% 0.3%
High earners 0.9% 0.1%
Others 0.1% 0.0%
Change in contribution after marketing (K$) 735 66
Notes.
These results would have been achieved by a given brand if its advertising budget
had been increased by 20% and if competitive actions had remained unchanged.
SALES FORCE EXPERIMENT - SONITE MARKET
EXPECTED RESULTS WITH INCREASED SALES FORCE
SEMI SELF
Change in number of distributors (U)
Specialty stores 1,456 1,404
Depart. stores 413 399
Mass Merchandis. 832 808
Change in market share (%)
Specialty stores 1.3% 0.9%
Depart. stores 1.3% 0.6%
Mass Merchandis. 2.0% 0.8%
Change in contribution after marketing (K$) 2,129 756
Notes.
These results would have been achieved if the number of salespeople had been
increased by 10 in each channel and if competitive actions had remained unchanged.
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CONJOINT ANALYSIS - SONITE MARKET
CONJOINT ANALYSIS - RELATIVE IMPORTANCE OF CHARACTERISTICS
Segment Design Max Freq Power Price Total
Buffs 1.2% 10.3% 34.4% 54.0% 100.0%
Singles 0.8% 2.3% 29.3% 67.7% 100.0%
Pros 2.4% 2.1% 28.3% 67.2% 100.0%
HiEarners 6.8% 4.0% 35.7% 53.4% 100.0%
Others 6.4% 1.7% 31.3% 60.6% 100.0%
CONJOINT ANALYSIS - UTILITIES - SEGMENT BUFFS
Unit 1 2 3 4 Importance
Design Level Index 3 4 5 6 1.2%
Utility [0,1] 0.45 0.47 0.47 0.47
Max Freq Level KHz 26 34 42 50 10.3%
Utility [0,1] 0.36 0.44 0.50 0.55
Power Level W 52 68 84 100 34.4%
Utility [0,1] 0.05 0.43 0.68 0.69
Price Level $ 192 269 346 423 54.0%
Utility [0,1] 0.25 1.00 0.60 0.00
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CONJOINT ANALYSIS - UTILITIES - SEGMENT SINGLES
Unit 1 2 3 4 Importance
Design Level Index 7 8 9 10 0.8%
Utility [0,1] 0.54 0.55 0.54 0.54
Max Freq Level KHz 17 25 33 41 2.3%
Utility [0,1] 0.53 0.56 0.55 0.53
Power Level W 27 43 59 75 29.3%
Utility [0,1] 0.38 0.75 0.72 0.32
Price Level $ 164 241 318 395 67.7%
Utility [0,1] 0.24 0.93 1.00 0.00
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CONJOINT ANALYSIS - UTILITIES - SEGMENT PROFESSIONALS
Unit 1 2 3 4 Importance
Design Level Index 7 8 9 10 2.4%
Utility [0,1] 0.42 0.45 0.45 0.45
Max Freq Level KHz 26 34 42 50 2.1%
Utility [0,1] 0.44 0.45 0.45 0.42
Power Level W 46 62 78 94 28.3%
Utility [0,1] 0.21 0.63 0.63 0.29
Price Level $ 317 394 471 548 67.2%
Utility [0,1] 0.00 1.00 0.56 0.21
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CONJOINT ANALYSIS - UTILITIES - SEGMENT HIGH EARNERS
Unit 1 2 3 4 Importance
Design Level Index 7 8 9 10 6.8%
Utility [0,1] 0.52 0.64 0.65 0.65
Max Freq Level KHz 20 28 36 44 4.0%
Utility [0,1] 0.61 0.65 0.62 0.57
Power Level W 38 54 70 86 35.7%
Utility [0,1] 0.29 0.96 0.87 0.33
Price Level $ 330 407 484 561 53.4%
Utility [0,1] 0.00 1.00 0.93 0.51
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CONJOINT ANALYSIS - UTILITIES - SEGMENT OTHERS
Unit 1 2 3 4 Importance
Design Level Index 5 6 7 8 6.4%
Utility [0,1] 0.65 0.74 0.75 0.74
Max Freq Level KHz 6 14 22 30 1.7%
Utility [0,1] 0.70 0.71 0.73 0.73
Power Level W 5 21 37 53 31.3%
Utility [0,1] 0.53 0.93 0.96 0.45
Price Level $ 100 177 254 331 60.6%
Utility [0,1] 1.00 1.00 0.87 0.00
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SEMANTIC SCALES - VODITE MARKET
SEMANTIC SCALES - IDEAL VALUES (1 TO 7)
Segment Autonomy Max Freq Diameter Design Weight Price
Innovs 4.60 4.90 3.78 3.40 4.23 6.10
Adopters 5.09 4.04 3.10 4.11 3.66 5.35
Followers 3.40 3.14 4.49 4.47 4.68 4.68
Importance of characteristic (1) 4 10 2 3 2 5
(1) On a scale from 1 to 10 - 1 = Not important - 10 = Very important
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MARKET FORECAST - VODITE MARKET
MARKET FORECAST - SEGMENT SIZES AND GROWTH RATES
Segment Innovs Adopters Followers Total
Segment sizes in KU
Actual size this period 0 0 0 0
Forecasted size at introduction period 100 50 16 166
Forecasted size 5 periods after intro. 173 289 739 1,201
Relative segment sizes in %
Actual size this period 0.0% 0.0% 0.0% 0.0%
Forecasted size at introduction period 60.2% 30.1% 9.6% 100.0%
Forecasted size 5 periods after intro. 14.4% 24.0% 61.5% 100.0%
Forecasted growth rates in %
Next period
Total over first five periods 73.3% 477.5% 4516.8% 623.3%
Average over first five periods 14.7% 55.0% 160.7% 64.0%
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SALES FORCE EXPERIMENT - VODITE MARKET
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8 74 28 50 149 47 38 72 17
7 81 45 77 19
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