FINANCIAL REPORT – FIRM M – PERIOD 0

Company Profit & Loss Statement

Period 0
Revenues 35,340
Cost of goods sold -15,051
Inventory holding costs -557
Inventory selling costs 0
Contribution before marketing 19,733
Advertising media -3,840
Advertising research -160
Commercial team costs -1,224
Contribution after marketing 14,509
Market research studies -245
Research and development 0
Loan reimbursed 0
Loan received 0
Interests paid 0
Exceptional costs or profits 0
Earnings before taxes 14,264
All numbers in thousands of dollars

Market Contribution
Sonites Vodites
Revenues 35,340 0
Cost of goods sold -15,051 0
Inventory holding costs -557 0
Inventory selling costs 0 0
Contribution before marketing 19,733 0
Advertising media -3,840 0
Advertising research -160 0
Commercial team costs -1,224 0
Contribution after marketing 14,509 0
Market research studies -245 0
Research and development 0 0
Net contribution 14,264 0
All numbers in thousands of dollars

Product Contribution
MOST MOVE
Sonites Sonites
Revenues 25,389 9,951
Cost of goods sold -10,495 -4,556
Inventory holding costs 0 -557
Inventory selling costs 0 0
Contribution before marketing 14,894 4,839
Advertising media -1,440 -2,400
Advertising research -60 -100
Commercial team costs -612 -612
Contribution after marketing 12,782 1,727
All numbers in thousands of dollars
Retail and Selling Prices
MOST MOVE
Sonites Sonites
Rec. retail price 260 420
Average retail price 241 399
Average selling price 163 262

Market Shares
MOST MOVE
Sonites Sonites
Market share - Unit 17.0% 4.2%
Market share - Value 11.1% 4.5%

Distribution Coverage and Volume Sold

Distribution Coverage (% ou
Specialty Stores
MOST Sonites 21%
MOVE Sonites 21%

Sales, Production and Inventory

MOST MOVE
Sonites Sonites
Volume sold 156 38
Planned production 150 120
Actual production 156 96
Inventory at beginning of period 0 0
Inventory at end of period 0 58
All numbers in thousands of units

Unit Cost, COGS and Inventory Holding Cost

MOST MOVE
Sonites Sonites
Volume sold 156 38
Unit cost (current) 67 120
Unit cost (average) 67 120
Cost of goods sold 10,495 4,556
Inventory at end of period 0 58
Inventory holding costs 0 557
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
POMOVE 0 13
POMOST 0 8

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 $
 Distribution Coverage (% outlets) Volume sold
Mass Merch. Online Stores Specialty Stores Mass Merch. Online Stores
48% 37% 35,142 104,611 16,028
47% 38% 15,449 15,981 6,551

Total Number of Outlets 10,000 6,000 1,000

goods sold in thousands of dollars

 Desired base Minimum base
Design Battery Display PPower cost cost
4 82 17 30 121 77
5 53 11 10 76 46

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
35,340
-15,051
-557
0
19,733
-3,840
-160
-1,224
14,509
-245
0
0
0
0
0
14,264
d
 Required budget Cumulative
for completion allocated budget
0 2,000
0 1,500

Hz, hours, etc.

Required budget Cumulative

for completion allocated budget

Hz, hours, etc.

INDUSTRY DASHBOARD – PERIOD 0
Share Price Net
Period Firm Index Revenues contribution
0 L 1,000 49,667 14,024
0 M 1,000 35,340 14,264
0 R 1,000 52,466 12,124
0 S 1,000 27,932 11,895
0 T 1,000 55,751 13,808

Revenues, Net Contribution and Retail sales are given in thousands of dollars. Volume sold is given in thousa
 Market share - Market share -
Value Retail sales Unit Volume sold
22.5% 77,405 20.7% 189
15.3% 52,718 21.2% 194
24.2% 83,288 18.3% 167
12.3% 42,281 18.8% 172
25.6% 88,006 21.1% 193

dollars. Volume sold is given in thousands of units.

MARKET REPORT – Sonites MARKET – PERIOD 0
Retail Sales and Volume Sold
Launched in Market share -
MARKET : Sonites Period Value Retail sales
LOCK 0 3.8% 13,004
LOOP 0 18.7% 64,402
MOST 0 11.1% 37,575
MOVE 0 4.5% 15,143
ROCK 0 16.7% 57,843
ROLL 0 7.3% 25,445
SOFT 0 6.0% 20,439
SOLO 0 6.4% 21,841
TONE 0 17.9% 61,691
TOPS 0 7.6% 26,316

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
Period
LOCK 0 8 3
LOOP 0 14 7
MOST 0 8 5
MOVE 0 13 4
ROCK 0 16 7
ROLL 0 13 4
SOFT 0 5 3
SOLO 0 7 8
TONE 0 16 7
TOPS 0 10 4

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
 Market share - Rec. retail
Variation Unit Volume sold Variation price Base Cost
6.7% 61 225 79
14.0% 128 520 207
17.0% 156 260 75
4.2% 38 420 119
13.1% 120 495 204
5.2% 47 550 217
11.4% 104 210 47
7.4% 67 340 84
13.6% 125 510 184
7.4% 68 395 201

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

Rec. retail
Battery Display PPower Base Cost
price
46 20 13 225 81
67 27 71 520 211
53 11 10 260 76
82 17 30 420 121
78 33 75 495 208
78 36 91 550 221
49 8 13 210 48
60 11 20 340 85
74 24 75 510 188
35 38 95 395 205

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

t in the Sonites market
MARKET REPORT – Vodites MARKET – PERIOD 0
Retail Sales and Volume Sold
Launched in Market share -
MARKET : Vodites Period Value Retail sales

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
MARKET : Vodites Resolution Energy
Period

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
 Market share - Rec. retail
Variation Unit Volume sold Variation price Base Cost

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

Rec. retail
Carbon Connectivity Apps Base Cost
price

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

t in the Vodites market
INDUSTRY BENCHMARKING – PERIOD 0
If the tables below are empty, it means that the Benchmarking study was not purchased this period

Company Profit & Loss Statements

Revenues
Cost of goods sold
Inventory holding costs
Inventory selling costs
Contribution before marketing
Advertising media
Advertising research
Commercial team costs
Contribution after marketing
Market research studies
Research and development
Interests paid
Exceptional costs or profits
Earnings before taxes
All numbers in thousands of dollars

Company Profit & Loss Statements by Market

MARKET : Sonites
Revenues
Cost of goods sold
Inventory holding costs
Inventory selling costs
Contribution before marketing
Advertising media
Advertising research
Commercial team costs
Contribution after marketing
Market research studies
Research and development
Net contribution
All numbers in thousands of dollars

MARKET : Vodites
Revenues
Cost of goods sold
Inventory holding costs
Inventory selling costs
Contribution before marketing
Advertising media
Advertising research
Commercial team costs
Contribution after marketing
Market research studies
Research and development
Net contribution
All numbers in thousands of dollars
CONSUMER SURVEY – Sonites MARKET – PERIOD 0
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 29% 27%
LOOP L 56% 62%
MOST M 49% 45%
MOVE M 50% 56%
ROCK R 50% 59%
ROLL R 45% 54%
SOFT S 54% 47%
SOLO S 57% 64%
TONE T 46% 52%
TOPS T 39% 43%

Purchase Intentions
MARKET : Sonites Average Explorers
LOCK L 7% 4%
LOOP L 13% 13%
MOST M 16% 5%
MOVE M 6% 7%
ROCK R 13% 15%
ROLL R 5% 11%
SOFT S 11% 5%
SOLO S 8% 8%
TONE T 13% 11%
TOPS T 7% 21%
 Total 0% 0%

Shopping Habits
MARKET : Sonites Explorers Shoppers
MassMerch 10% 43%
Online Stores 15% 13%
Specialty Stores 75% 45%

Total 0% 0%

CONSUMER PANEL – Sonites MARKET – PERIOD 0

Market Shares by Consumer Segment (based on volume)
MARKET : Sonites Total Explorers
LOCK L 7% 3%
LOOP L 14% 14%
MOST M 17% 4%
MOVE M 4% 5%
ROCK R 13% 16%
ROLL R 5% 12%
SOFT S 11% 4%
SOLO S 7% 7%
TONE T 14% 13%
TOPS T 7% 22%
 Total 0% 0%

Volume Sold by Consumer Segment

MARKET : Sonites Total Explorers
LOCK L 61 7
LOOP L 128 29
MOST M 156 8
MOVE M 38 10
ROCK R 120 33
ROLL R 47 24
SOFT S 104 8
SOLO S 67 14
TONE T 125 26
TOPS T 68 45

Total 0 0
All numbers in thousands of units

DISTRIBUTION PANEL – Sonites MARKET – PERIOD 0

Sales and Market Shares by Channel (based on volume)
Market share - Unit
MARKET : Sonites
Specialty Stores Mass Merch.
LOCK L 5% 9%
LOOP L 17% 8%
MOST M 8% 32%
MOVE M 3% 5%
ROCK R 18% 7%
ROLL R 7% 2%
SOFT S 7% 18%
SOLO S 7% 8%
TONE T 17% 8%
TOPS T 11% 3%

Total 0% 0%

Distribution Coverage and Number of Outlets in each Channel

Distribution Coverage (% outlets)
MARKET : Sonites
Specialty Stores Mass Merch.
LOCK L 38% 32%
LOOP L 42% 34%
MOST M 21% 48%
MOVE M 21% 47%
ROCK R 51% 37%
ROLL R 48% 35%
SOFT S 30% 43%
SOLO S 30% 42%
TONE T 46% 36%
TOPS T 46% 36%
SEMANTIC SCALES – Sonites MARKET – PERIOD 0
Brand Perceptions - On a scale from 1 (Low) to 7 (High)
MARKET : Sonites # Features Design
 Ideal Values for each Segment - On a scale from 1 (Low) to 7 (High)
Segment Period # Features Design

Importance of characteristics
# Features Design
On a scale from 1 (not important) to 10 (very important).

MULTIDIMENSIONAL SCALING – Sonites MARKET – PERIOD 0

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

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

COMPETITIVE ADVERTISING – Sonites MARKET – PERIOD 0

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

Total 0 0
All numbers in thousands of dollars

Estimated Advertising Expenditures (in thousand dollars) – By Brand and Consumer Segme
MARKET : Sonites Total Explorers
 Total 0 0
All numbers in thousands of dollars

COMPETITIVE COMMERCIAL TEAMS – Sonites MARKET – PERIOD 0

Estimated Commercial Team Size (in full-time equivalent) – By Firm and Channel
MARKET : Sonites Total Specialty Stores

Total 0 0

Estimated Commercial Team Size (in full-time equivalent) – By Brand and Channel
MARKET : Sonites Total Specialty Stores
 Total 0 0

ADVERTISING EXPERIMENT – Sonites MARKET – PERIOD 0

Expected Change in Brand Awareness
MARKET : Sonites Explorers Shoppers

Expected Change in unit Market Share (%U)

MARKET : Sonites Explorers Shoppers

Expected Change in Contribution (in K$)

MARKET : Sonites

Total 0

COMMERCIAL TEAM EXPERIMENT – Sonites MARKET – PERIOD 0

Expected Change in Number of Distributors
MARKET : Sonites Specialty Stores Mass Merch.

Expected Change in unit Market Share (%U)

 MARKET : Sonites Specialty Stores Mass Merch.

Expected Change in Contribution (in K$)

MARKET : Sonites

Total 0

MARKET FORECAST – Sonites MARKET – PERIOD 0

Expected Market Size and Growth Rate by Consumer Segment
Market Size (in thousands of units)
MARKET : Sonites Period 0 Period 1
Explorers 204 200
Shoppers 151 187
Professionals 158 195
High Earners 144 193
Savers 257 305
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 – Sonites MARKET – PERIOD 0

Relative Importance of Price and Physical Characteristics
MARKET : Sonites Explorers Shoppers

Total 0.0% 0.0%

Levels and Utilities

_Conjoint
MARKET : Sonites Level Utility
purchased this period, or that no offerings are marketed yet in the Sonites market

Shoppers Professionals High Earners Savers

32% 28% 28% 29%
56% 70% 69% 36%
64% 31% 32% 63%
65% 52% 52% 34%
48% 62% 60% 32%
43% 56% 53% 28%
68% 36% 37% 71%
77% 52% 52% 47%
44% 55% 60% 31%
40% 47% 40% 31%

Shoppers Professionals High Earners Savers

8% 1% 0% 18%
7% 24% 31% 1%
17% 2% 0% 44%
12% 6% 2% 2%
6% 26% 24% 1%
4% 8% 3% 1%
12% 1% 0% 29%
23% 5% 1% 5%
6% 20% 36% 1%
5% 7% 2% 1%
 0% 0% 0% 0%

Professionals High Earners Savers

20% 33% 60%
20% 18% 10%
60% 50% 30%

0% 0% 0%

Shoppers Professionals High Earners Savers

8% 1% 0% 16%
8% 25% 32% 1%
18% 1% 0% 46%
10% 4% 2% 1%
6% 26% 24% 1%
4% 8% 3% 0%
13% 1% 0% 29%
23% 4% 1% 4%
6% 22% 37% 1%
5% 7% 2% 1%
 0% 0% 0% 0%

Shoppers Professionals High Earners Savers

12 2 0 40
12 39 46 2
27 2 0 119
16 6 2 4
10 42 34 2
6 12 4 1
19 2 0 74
34 7 2 11
10 34 53 2
7 12 2 2

0 0 0 0
 Market share - Unit Volume sold
Online Stores Specialty Stores Mass Merch. Online Stores
6% 24,179 28,898 8,007
19% 76,387 26,197 25,142
12% 35,142 104,611 16,028
5% 15,449 15,981 6,551
13% 80,166 23,069 16,765
4% 33,965 7,704 5,648
9% 30,900 61,075 12,066
8% 29,868 27,213 10,400
16% 76,810 27,644 20,287
7% 49,007 9,635 9,414

0% 0% 0 0 0 0

bution Coverage (% outlets) Number of Outlets

Online Stores Specialty Stores Mass Merch. Online Stores
44% 3,841 1,915 439
48% 4,242 2,016 484
37% 2,086 2,866 368
38% 2,106 2,817 376
32% 5,068 2,202 324
30% 4,799 2,106 302
42% 3,017 2,588 421
42% 3,025 2,495 420
38% 4,577 2,186 379
37% 4,561 2,148 372
Total Number of Outlets 10,000 6,000 1,000

Battery Display PPower Price

 Battery Display PPower Price

Battery Display PPower Price

RIOD 0
e available until several brands are marketed in the category.

Convenience
Convenience
 Convenience

m and Consumer Segment

Shoppers Professionals High Earners Savers

0 0 0 0
ds of dollars

nd and Consumer Segment

Shoppers Professionals High Earners Savers
 0 0 0 0
ds of dollars

T – PERIOD 0
m and Channel
Mass Merch. Online Stores

0 0 0

nd and Channel
Mass Merch. Online Stores
 0 0 0

Professionals High Earners Savers

Professionals High Earners Savers

– PERIOD 0
Online Stores
 Online Stores

thousands of units) Market Growth (in % unit) Relative Market Size (in % of total size)
Total until Average until
Period 5 Period 1 Period 0 Period 1
Period 5 Period 5
177 -2.2% -13.4% -2.8%
543 23.6% 259.5% 29.2%
327 23.6% 107.2% 15.7%
369 33.9% 156.6% 20.7%
611 18.4% 137.7% 18.9%
0 N/A #DIV/0! #DIV/0! 0.0%
size in one and five periods, if a brand were introduced next period.

Professionals High Earners Savers

0.0% 0.0% 0.0%

Level Utility Level Utility Level Utility

Size (in % of total size)
Period 5

0.0%
CONSUMER SURVEY – Vodites MARKET – PERIOD 0
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 0

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 0

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 0
Brand Perceptions - On a scale from 1 (Low) to 7 (High)
MARKET : Vodites Resolution Energy
 Ideal Values for each Segment - On a scale from 1 (Low) to 7 (High)
Segment Period Resolution Energy

Importance of characteristics
Resolution Energy
On a scale from 1 (not important) to 10 (very important).

MULTIDIMENSIONAL SCALING – Vodites MARKET – PERIOD 0

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 0

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 0

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 0

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 0

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 0

Expected Market Size and Growth Rate by Consumer Segment
Market Size (in thousands of units)
MARKET : Vodites Period 0 Period 1

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 0

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 Apps Price

 Carbon Connectivity Apps Price

Carbon Connectivity Apps Price

ERIOD 0
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 0
m and Channel
Mass Merch. Online Stores

0 0 0

nd and Channel
Mass Merch. Online Stores
 0 0 0

Followers

Followers

– PERIOD 0
Online Stores
 Online Stores

thousands of units) Market Growth (in % unit) Relative Market Size (in % of total size)
Total until Average until
Period 5 Period 1 Period 0 Period 1
Period 5 Period 5

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 5

0.0%