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Company Dashboard – Firm S – Period 2

SPI DMI
1050 1253

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

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

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

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Financial Report – Firm S – Period 2

The financial statements of firm S published for Period 2 have been prepared on December 31st, Period 2 in accordance with International
Financial Reporting Standards (IFRS), as adopted in the simulated world.

Company Profit & Loss Statement

The table below shows the evolution of firm S financial results in thousands of dollars, as well as the cumulative results since Period 0.

Period 2 Period 1 Period 0 Cumulative

Revenues 32,014 36,842 27,710 96,566

Cost of goods sold -9,318 -12,685 -9,669 -31,672
Inventory costs -101 -80 -353 -533
Contribution before marketing 22,595 24,077 17,688 64,360
Advertising expenditures -7,340 -7,840 -4,000 -19,180
Commercial costs -1,870 -1,835 -1,116 -4,821
Contribution after marketing 13,385 14,403 12,572 40,360
Market research studies -334 -385 -306 -1,026
Research and development -3,600 0 0 -3,600
Marketing & Digital Initiatives 0 0 0 0
Loan reimbursed 0 0 0 0
Loan received 2,845 0 0 2,845
Loan interest paid -284 0 0 -284
Exceptional cost or profit 0 0 0 0
Earnings before taxes 12,011 14,018 12,266 38,295

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

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Brand contribution
The table below shows a comparison of the net contribution generated by the brands marketed by firm S in Period 2.

SOFT SOLO
Sonites Sonites

Revenues 14,368 17,645

Cost of goods sold -3,799 -5,519
Inventory holding cost 0 -101
Inventory disposal loss 0 0
Contribution before
10,569 12,025
marketing
Advertising media -2,420 -2,920
Advertising research -800 -1,200
Commercial costs -980 -890
Contribution after
6,369 7,015
marketing

Revenues
Contribution after Marketing

Note: brands with low revenues or contribution (< 5% total) are not shown on
this chart

Marketing results
The section below provides key marketing results for each of your marketed brands

Market Shares
SOFT SOLO
Sonites Sonites

Volume Market Share 8.1% 6.4%

Value Market Share 4.7% 5.8%

Volume sold
The table below provides the volume sold for each of your marketed brands in each distribution channels. Sales are given in thousands of
units.

SOFT SOLO
Sonites Sonites

Specialty Stores 36 39
Mass Merch. 60 36
eCommerce 2 3
eStore 1 1

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Distribution Coverage
The distribution coverage figures in the chart and table below represent the proportion of distributors who carry a given product. The report
gives the information for each brand currently on the market. The number of distributors in each distribution channel is provided as well.

SOFT SOLO
Sonites Sonites

Specialty Stores 44% 45%

Mass Merch. 43% 36%
eCommerce 6% 9%

Specialty Stores Mass Merch. eCommerce

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

Brand prices
The table below shows the prices in $ of your marketed brands. The Recommended Retail Price is the price that you specified in your
marketing mix decisions. The Average Retail Price is the average end-user price, taking into account the discount offered by distributors.
Finally, the Average Selling Price is equal to the Average Retail Price minus the distribution margins.

SOFT SOLO
Sonites Sonites

Recommended Retail
$220 $340
Price
Average Retail Price $211 $328
Average Selling Price $145 $222

Loans and Budget Changes

The left table below summarizes the loans and/or budget changes that were granted to your company by the instructor. The other table
provides the past and future payments made by your company to reimburse the loans. The first column shows the reimbursement of the
capital borrowed; the second columns shows the interests paid in the period; the third column indicates how much capital remains to be
reimbursed at the end of the period.

Budget increase Budget decrease Loan capital Loan Interest rate Capital reimbursed Interest paid Capital remaining
(K$) (K$) borrowed (K$) Duration (%) (K$) (K$) (K$)

Period 0
Period 1
Period 2 2,845 5 10 0 284 2,845
Period 3 466 284 2,379
Period 4 513 238 1,866
Period 5 564 187 1,303
Period 6 620 130 682
Period 7 682 68 0
Period 8
Period 9
Period
10

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Production Report – Firm S – Period 2

The report below provides with information on production levels and production costs for each of the brands marketed in Period 2.

Sales, Production and Inventory

The chart below shows the units sold , the production level and inventory level for each of your brands at the end of Period 2. All numbers are
given in thousands of units.

Sales, Production and Inventory

The table below provides you with additional details such as planned production versus the actual one, and the inventory levels at the
beginning and at the end of Period 2. All numbers are given in thousands of units.

SOFT SOLO
Sonites Sonites

Units sold 99 79
Production Plan (your decision) 95 105
Production 99 84
Inventory at beginning of period 0 14
Inventory at end of period 0 18

Unit Cost, COGS and Inventory Holding Cost

COGS (Cost of Goods Sold) are equal to “Units sold” x “Average unit transfer cost”. COGS are given in thousands of $. Finally, this table shows
the costs incurred for holding your inventory (storage cost, cost of capital, …). Inventory holding cost is equal to: “Units in inventory” x
“Average unit transfer cost” x 8%. It is given in thousands of $.

SOFT SOLO
Sonites Sonites

Cumulative project production 288,383 276,000

Current unit transfer cost 38 69
Average unit transfer cost 38 70
Units sold 99 79
COGS 3,799 5,519
Inventory at end of period 0 18
Inventory holding cost 0 101

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

Projects completed in Period 2

The projects listed below have just been completed and can be used to launch new brands or upgrade new ones

Physical Characteristics Base Cost in $

Available Since Features (1) Design (2) Battery (3) Display (4) Power (5) Current Minimum Cumulative Budget (k$)

POSOFTGZ Period 2 5 6 60 4 5 40 40 1,500

POSOLOMILL Period 2 5 3 24 20 30 64 64 2,000

(1) Features (Number of): From 5 To 20. (2) Design (Index): From 3 To 10. (3) Battery (Hour): From 24 To 96. (4) Display (Inch): From 4 To 40. (5) Power (GFlops):
From 5 To 100.

Projects completed in past periods

The projects listed below have been completed in past periods. The ones at the top are currently used as the production platform of one or
several of your marketed brands. The ones in italic, if any, are either no longer used or have never been used to produce a brand.

Physical Characteristics Base Cost in $

Available Since Features (1) Design (2) Battery (3) Display (4) Power (5) Current Minimum Cumulative Budget (k$) Platform of Brand

POSOFT Period 0 5 3 49 8 13 50 41 1,500 SOFT

POSOLO Period 0 7 8 60 11 20 89 69 2,000 SOLO

(1) Features (Number of): From 5 To 20. (2) Design (Index): From 3 To 10. (3) Battery (Hour): From 24 To 96. (4) Display (Inch): From 4 To 40. (5) Power (GFlops):
From 5 To 100.

Projects partially developed in Period 2

You have no partially completed projects.

Shelved projects
You have no shelved projects.

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

Projects completed in Period 2

No projects have been completed in Period 2.

Projects completed in past periods

No projects have been completed in Period 2.

Projects partially developed in Period 2

The projects listed below could not be completed in Period 2. They require additional time and budget to become available. The cumulative
budget is the total budget allocated to the project since its creation. The required budget is the additional budget requested by R&D to
complete the project.

Physical Characteristics Base Cost in $

Resolution (1) Energy (2) Carbon (3) Connectivity (4) Apps (5) Current Minimum Cumulative Budget (k$) Required

PESEYRA 20 10 5 3 5 116 116 100 6,465

(1) Resolution (L/mm): From 20 To 100. (2) Energy (BC/Wh): From 10 To 100. (3) Carbon (Kg): From 5 To 50. (4) Connectivity (Index): From 3 To 10. (5) Apps
(Number of): From 5 To 100. (6) Cumulative budget allocated to the project since its creation; (7) Additional budget required to complete the project.

Shelved projects
You have no shelved projects.

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Decision Review – Firm S – Sonites Market – Period 2

This report provides a review of the decisions made by firm S at the beginning of Period 2.

Resource Allocation Overview

The three charts below show how resources have been allocated across markets, functions and brands. All numbers are given in thousands of
dollars.

Resource Allocation by Market Resource Allocation by Function – Sonites Brands

Marketing & Digital Initiatives

No marketing or digital initiative was purchased by firm S in Period 2.

Resource Allocation by Brand

R&D projects
The table below lists the projects which the R&D Department will develop in Period 2

Project Objective Features (1) Design (2) Battery (3) Display (4) Power (5) Requested Base Cost ($) Allocated Budget (K$)

POSOFTGZ SOFT IMPROVEMENT 5 6 60 4 5 0 1,500

POSOLOMILL SOLO Improvement 5 3 24 20 30 0 2,000

(1) Features (Number of): From 5 To 20. (2) Design (Index): From 3 To 10. (3) Battery (Hour): From 24 To 96. (4) Display (Inch): From 4 To 40. (5) Power (GFlops):
From 5 To 100.

Brand Portfolio
SOFT SOLO

Portfolio operation Maintained Maintained

Base project past period POSOFT POSOLO
Base project this period POSOFT POSOLO

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Marketing Mix
SOFT SOLO

Production planning (in units) 95,000 105,000

Recommended retail price (in $) 220 340
Advertising media (in K$) 2,420 2,920
Advertising research (in K$) 800 1,200

Media Strategy
SOFT SOLO

Digital Owned 9% 22%

Digital Paid 5% 22%
Digital Earned 57% 30%
Traditional Media 5% 18%
Outdoor Media 24% 8%

Segmentation Strategy
SOFT SOLO

Professional 5% 10%
Baby Boomers 5% 10%
Gen-X 5% 15%
Millennials 15% 40%
Gen-Z 70% 25%

Perceptual Objectives
SOFT SOLO

Dimension 1
Position 1
Dimension 2
Position 2

Commercial Team Size

The table below shows the number of commercial people allocated to each brand in each traditional channel and budget (in thousands
dollars) allocated to each brand in each digital channel during Period 2.

SOFT SOLO

Specialty Stores 25 25
Mass Merch. 20 15
eCommerce 15 31
eStore 10 10

The two charts below show how your commercial team is allocated across channels and brands. All numbers are given in number of
salespeople.

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The two charts below show how your commercial budget is allocated across digital channels and brands. All numbers are given in thousands
dollars.

Market Research Studies – Sonites Market

The table below lists the market research studies purchased by firm S in Period 2, as well as the cost in dollars.

Purchased Studies Cost in $

Industry benchmarking 31,750

Consumer Survey 63,750
Semantic Scales 10,500
Multidimensional Scaling 37,250
Market Forecast 21,250
Competitive Advertising 31,750
Competitive Commercial Team 16,000
Advertising Experiment 26,500
Commercial Team Experiment 37,250
Conjoint Analysis 37,250

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Decision Review – Firm S – Vodites Market – Period 2

This report provides a review of the decisions made by firm S at the beginning of Period 2.

Resource Allocation Overview

The three charts below show how resources have been allocated across markets, functions and brands. All numbers are given in thousands of
dollars.

Resource Allocation by Market Resource Allocation by Function – Vodites Brands

Marketing & Digital Initiatives

No marketing or digital initiative was purchased by firm S in Period 2.

R&D projects
The table below lists the projects which the R&D Department will develop in Period 2

Resolution Energy Carbon Connectivity Apps Requested Base Allocated Budget

Project Objective
(1) (2) (3) (4) (5) Cost ($) (K$)

PHYSICAL CHARACTERSTICS
PESEYRA 20 10 5 3 5 0 100
REQUIRED

(1) Resolution (L/mm): From 20 To 100. (2) Energy (BC/Wh): From 10 To 100. (3) Carbon (Kg): From 5 To 50. (4) Connectivity (Index): From 3 To 10. (5) Apps
(Number of): From 5 To 100.

Market Research Studies – Vodites Market

The table below lists the market research studies purchased by firm S in Period 2, as well as the cost in dollars.

Purchased Studies Cost in $

Industry benchmarking 31,750

Consumer Survey 42,500
Market Forecast 21,250
Competitive Advertising 31,750
Advertising Experiment 26,500

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Feedback from your Coach – Firm S – Period 2

You will find below a few feedback messages that have been generated by the simulation based on your firm situation.

This feedback starts with a section on your firm and continues with a section for each of your brands. The feedback messages focus mainly on
your weaknesses and issues rather than on your strengths or successes. Some messages are more important than others and some messages
can simply be ignored.

The simulation may hide some numbers in case you did not purchase some market studies; so do not be surprised if you see a few ‘XX’ in your
messages.

The feedback messages are a nice complement to your own analysis, but certainly not a substitute. Make sure to spend a good part of your
decision time to review your report and your market studies.

Firm S
 Your overall performance is poor. Your firm SYNERGY is ranked: #5 in share price index: #5 in volume market share; #5 in value market
share; and #5 in net contribution.
 Your revenues have decreased by -13.1%. Please review your brand-level feedback so as to understand where this situation may come
from.
 Your budget for the next period is 10.6 million dollars. All teams will have about the same budget next period.

Brand SOFT
 The feedback below is based on the assumption that SOFT is primarily targeted at segment Gen-Z. Ignore this feedback if this is not the
case.
 Gen-Z are ranked #2 in terms of value retail sales ($XX mio). This segment is very attractive in terms of future growth (123%).
 SOFT is ranked #3 in Gen-Z with a share of XX%[Link] share has increased over the past period by XX%U. The key competitors in this
segment are: MOST, LOCK, SOFT
 The contribution after marketing of SOFT is below average. Read the detailed feedback below and try to increase the performance of
this brand.
 SOFT is not very well perceived by Gen-Z along the product dimensions of the Brand Maps and Perceptual Maps (if available), and its
physical characteristics do not fit Gen-Z expectations. You need to initiate an R+D project on SOFT to improve its characteristics. The
semantic scales study suggests that you focus on Design, Proc. Power, Display.
 The production plan set for SOFT was adequate (95k units). You have no units in your inventory.
 86% of Gen-Z are aware of [Link] is one of the highest awareness levels amongst offerings targeted at Gen-Z.
 The return on marketing investment experiment shows that media: DigitalPaid, TraditionalMedia have (has) more potential for
increasing awareness and brand contribution. We invite you to take a closer look on these numbers.
 It seems that the commercial team allocated to SOFT is not perfectly aligned with the sales made in each channel. You have allocated
too many people to Specialty Stores and not enough to Mass Merch.. We invite you to review the shopping habits of your target
segment(s).

Brand SOLO
 The feedback below is based on the assumption that SOLO is primarily targeted at segment Millennials. Ignore this feedback if this is
not the case.
 Millennials are ranked #3 in terms of value retail sales ($XX mio). This segment is highly attractive in terms of future growth (183%).
 SOLO is leader in Millennials with a share of XX%[Link] share has decreased over the past period by XX%U. The key competitors in this
segment are: SOLO, MOST, TONE, MOVE
 The contribution after marketing of SOLO is average. Read the detailed feedback below and try to further increase the performance of
this brand.
 SOLO is not very well perceived by Millennials along the product dimensions of the Brand Maps and Perceptual Maps (if available), and
its physical characteristics do not fit Millennials expectations. You need to initiate an R+D project on SOLO to improve its characteristics.
The semantic scales study suggests that you focus on Proc. Power, Display.
 Your production plan was slightly too high (105k units). Despite the automated reduced production (84k units), your final inventory is
18k units.
 82% of Millennials are aware of [Link] is one of the highest awareness levels amongst offerings targeted at Millennials.
 SOLO is one of the leading offerings targeted at Millennials and it has a very high awareness. If you lack resources to develop other
markets or segments, you may consider lowering the advertising on SOLO. However, if you maintain a strong advertising budget, this
will create a barrier to entry for new competitors.
 It seems that the commercial team allocated to SOLO is not perfectly aligned with the sales made in each channel. You have allocated
too many people to Specialty Stores and not enough to eCommerce. We invite you to review the shopping habits of your target
segment(s).

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Industry Dashboard – Firm S – Period 2

Share Price Index Evolution

Stock Market Period 2
Cumulative
Net
SPI Revenues Net
Contribution
Contribution

Titans 1,299 92 41 93
Marvel 1,210 50 23 58
Royalz 1,104 75 17 56
LevelUpp 1,085 59 23 71
SYNERGY 1,050 32 12 38

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

Cumulative NC in million $.

Industry Retail Sales Industry Volume

in million $ in thousands of units

Value Market Shares Unit Market Shares

Top Selling Brands – Retail Sales Top Selling Brands – Volume

in million $ in thousands of units

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Industry Information – Period 2

This report provides economic and costing data for the current period as well as estimates for the next period.

Economic Variables
Current Period Value Next Period Estimation

GNP Growth Rate % 3% 3%

Inflation Rate % 2% 2%
Inventory holding cost per annum % Transfer Cost 8% 8%
Loss incurred for inventory disposal % Transfer Cost 20% 20%
Commercial people operating cost $ 21,224 21,649
Commercial people hiring and training cost $ 3,184 3,247
Commercial people firing cost $ 5,306 5,412

Market Research Costs

All Markets Sonites Vodites

Industry benchmarking 32,500

Competitive Advertising 32,500 32,500
Competitive Commercial Team 16,250 16,250
Conjoint Analysis 38,000 38,000
Consumer Panel 108,250 75,750
Consumer Survey 65,000 43,250
Customer Centricity 32,500 32,500
Distribution Panel 65,000 54,000
Advertising Experiment 27,000 27,000
Commercial Team Experiment 38,000 38,000
Market Forecast 21,750 21,750
Media Reporting 32,500 32,500
Multidimensional Scaling 38,000 38,000
Semantic Scales 10,750 10,750
Total 32,500 525,500 460,250

(all numbers in $)

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Market Report – Sonites Market – Period 2

This report provides general information on the 10 Sonites brands marketed in Period 2.

Brand Retail Sales & Volume

The two tables below show the marketed brand retail sales (in thousands of $) and the volume (in thousands of units), sorted in decreasing
order. Shares of market in value and in unit are also provided

Brand Value Share Retail Sales Variation Brand Unit Share Volume Variation

TONE 22.5% 100,291 16,696 ROCK 17.0% 210 68

ROCK 17.7% 78,847 11,116 TONE 16.6% 205 34
LOOP 12.7% 56,448 -22,797 MOST 14.6% 179 2
MOST 10.8% 47,994 3,987 LOCK 9.8% 121 4
TOPS 7.3% 32,762 -343 LOOP 9.2% 113 -45
ROLL 6.8% 30,480 7,014 SOFT 8.1% 99 4
LOCK 6.5% 28,898 1,051 TOPS 7.0% 86 -1
SOLO 5.8% 25,987 -7,798 ROLL 6.6% 81 37
MOVE 5.2% 23,407 -1,413 SOLO 6.4% 79 -34
SOFT 4.7% 20,991 963 MOVE 4.7% 58 -4
Total 100.0% 446,106 8,477 Total 100.0% 1,232 67

Brand Characteristics
The table below lists the physical attributes of marketed brands, as well as their price and estimated unit cost, both in $.

Launched Base Cost

Brand Features (1) Design (2) Battery (3) Display (4) Power (5) Price Base Cost ($)
in (%Price)

LOCK Period 0 8 3 46 20 13 250 85 33%

LOOP Period 0 14 7 67 27 71 520 219 41%
MOST Period 0 8 5 53 11 10 280 80 28%
MOVE Period 0 13 4 82 17 30 420 125 29%
ROCK Period 0 16 7 78 33 75 390 216 54%
ROLL Period 0 13 4 78 36 91 390 230 58%
SOFT Period 0 5 3 49 8 13 220 50 22%
SOLO Period 0 7 8 60 11 20 340 89 26%
TONE Period 0 16 7 74 24 75 510 196 38%
TOPS Period 0 10 4 35 38 95 395 213 53%

(1) # Features (Number of): From 5 To 20. (2) Design (Index): From 3 To 10. (3) Battery (Hour): From 24 To 96. (4) Display (Inch): From 4 To 40. (5) Proc. Power
(GFlops): From 5 To 100.

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Market Report – Vodites Market – Period 2

This report is empty as there is no brand on Vodites market in period 2.

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Industry Benchmarking – Period 2

The benchmarking study compiles general information from annual reports about each of the Markstrat competitors. Data is provided in a
common format for all companies to allow an easy comparison of competitive performance.

Overall Company Performances and Expenditures

The two charts below show the overall performances of the competing firms in terms of revenues and profits, in million $, as well as their
expenditures in the main cost categories in million $.

Company Profit & Loss Statements

The table below provides an estimated P&L statement of the competing firms, in the same format as the one in your financial statements. All
numbers are given in million $.

Marvel Royalz SYNERGY Titans LevelUpp

Revenues 49.7 75.2 32.0 92.0 59.3

Cost of goods sold -16.0 -47.0 -9.3 -41.2 -25.0
Inventory costs -0.6 -0.9 -0.1 0 -1.8
Contribution before marketing 33.1 27.3 22.6 50.8 32.5
Advertising expenditures -2.5 -6.9 -7.3 -4.3 -6.4
Commercial team costs -4.9 -2.2 -1.9 -4.5 -1.9
Contribution after marketing 25.7 18.2 13.4 42.0 24.2
Market research studies -0.5 -0.5 -0.3 -0.5 -0.6
Research and development -1.4 -0.7 -3.6 -0.8 -0.9
Marketing & Digital Initiatives -1.0 0 0 0 0
Loan reimbursed 0 0 0 0 0
Interests paid 0 0 -0.3 0 0
Exceptional cost or profit 0 0 0 0 0
Earnings before taxes 22.8 17.0 12.0 40.7 22.7
Next Period Budget 10.6 10.6 10.6 10.6 10.6

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Consumer Survey – Sonites Market – Period 2

This survey questionnaire has been administered to 3,000 individuals during Period 2. It gives brand awareness, purchase intentions and
shopping habits data for each consumer segment in the Sonites market

Brand Awareness

The brand awareness figures in the chart and table below represent the proportion of individuals who have unaided recall of a brand name.
The report gives the information for each brand currently on the market, in total and by consumer segment.

Average Brand Awareness (in %)

Brand Awareness by Consumer Segment

Brand Firm Professional Baby Boomers Gen-X Millennials Gen-Z

LOCK LevelUpp 68% 70% 70% 68% 75%

LOOP LevelUpp 74% 75% 74% 77% 77%
MOST Marvel 69% 69% 59% 71% 83%
MOVE Marvel 79% 76% 76% 74% 74%
ROCK Royalz 79% 75% 78% 74% 67%
ROLL Royalz 78% 81% 79% 74% 69%
SOFT SYNERGY 65% 74% 55% 66% 86%
SOLO SYNERGY 78% 82% 72% 82% 83%
TONE Titans 73% 70% 73% 77% 79%
TOPS Titans 73% 72% 71% 70% 75%

Purchase Intentions

The purchase intentions figures in the chart and table below represent the proportion of individuals who would select a brand as their first
choice, if they were buying within a year. The report gives the information for each brand currently on the market, in total and by consumer
segment. Please note that these figures correspond to the situation of the period when the study is done and does not necessarily represent
purchase intentions for the following year.

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Average Purchase Intentions

Purchase Intentions by Consumer Segment

Brand Firm Professional Baby Boomers Gen-X Millennials Gen-Z

LOCK LevelUpp 0% 4% 1% 11% 27%

LOOP LevelUpp 6% 8% 25% 8% 1%
MOST Marvel 0% 3% 1% 11% 33%
MOVE Marvel 1% 5% 3% 9% 3%
ROCK Royalz 77% 21% 27% 13% 2%
ROLL Royalz 4% 21% 4% 8% 1%
SOFT SYNERGY 0% 3% 0% 8% 21%
SOLO SYNERGY 1% 5% 1% 16% 9%
TONE Titans 8% 9% 36% 9% 2%
TOPS Titans 2% 21% 2% 7% 1%

Shopping Habits

The shopping habits data in the chart below represents, for each channel, the proportion of individuals who would choose that channel when
shopping for Sonites.

Shopping Habits

Consumer Panel – Sonites Market – Period 2

This market study was not purchased this period

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Consumer Survey – Vodites Market – Period 2

This survey questionnaire has been administered to 3,000 individuals during Period 2. It gives brand awareness, purchase intentions and
shopping habits data for each consumer segment in the Vodites market

This report is empty as there is no brand on Vodites market in period 2.

Consumer Panel – Vodites Market – Period 2

This market study was not purchased this period

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Semantic Scales – Sonites Market – Period 2

The semantic scales study provides data based on a semantic differential questionnaire administered to 600 individuals. Several semantic
scales corresponding to the Sonites physical attributes were presented to the respondents. The figure below shows a sample scale.

Low High
Proc. Proc.
Power Power
1 2 3 4 5 6 7

Several crucial information are derived from these questionnaires: brand perceptions, ideal value along each scale, ideal value evolution,
brand maps.

Brand perceptions
Respondents are asked to rate each brand according to the way they perceive the brand on each characteristic. The reported results are
summarized in the table below, using the mean value for each brand.

Brand Firm # Features Design Battery Display Proc. Power Price

LOCK LevelUpp 2.1 1.5 2.7 3.6 1.5 2.5

LOOP LevelUpp 4.7 4.8 4.7 4.9 5.1 6.2
MOST Marvel 2.1 2.3 3.3 2.1 1.5 2.7
MOVE Marvel 4.3 1.6 5.9 3.1 2.4 5.5
ROCK Royalz 5.5 4.8 5.6 5.9 5.3 5.3
ROLL Royalz 4.3 1.9 5.5 6.4 6.2 5.5
SOFT SYNERGY 1.5 1.5 3.0 1.6 1.5 2.2
SOLO SYNERGY 1.7 5.7 4.0 2.1 1.8 4.1
TONE Titans 5.5 4.8 5.3 4.4 5.3 6.1
TOPS Titans 2.9 1.7 1.9 6.5 6.5 5.3

Ideal Values
Respondents are also asked to indicate their preferred (also called “Ideal”) value on each scale. The reported results are summarized in the
table below, using the mean value for each segment.

Segment # Features Design Battery Display Proc. Power Price

Professional 5.3 5.4 4.9 5.5 5.4 5.2

Baby Boomers 4.6 1.9 5.8 6.0 6.3 3.6
Gen-X 3.2 5.8 3.4 4.5 4.8 5.6
Millennials 1.9 5.3 3.0 4.4 4.3 3.0
Gen-Z 2.6 3.9 1.8 2.7 2.2 2.1

Importance of characteristics
Finally, respondents are asked to rate the importance of each characteristic in their purchasing decision. Although consumer segments differ
on the exact importance ratings attributed to the characteristics, they tend to agree on the ranking of the scales, i.e. their “relative”
importance. This is why only average value are reported on the chart below. Ratings are given on a scale from 1 (not important) to 10 (very
important).

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Importance of characteristics

Brand Maps
Maps representing consumers’ perceptions based on the semantic scales can be obtained for each pair of attributes. Five maps are provided
below. We invite you to export data into Excel and draw additional maps if needed

Brand Map – Price X # Features

Brand Map – Price X Design

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Brand Map – Price X Battery

Brand Map – Price X Display

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Brand Map – Price X Proc. Power

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Ideal Value Evolution

This study monitors the evolution of consumer needs over time. The preferred values on each scale over the past (3 years maximum) are
recorded in the table below, for each consumer segment.

Segment Period # Features Design Battery Display Proc. Power Price

Baby Boomers Period 0 4.7 1.7 6.2 6.1 6.4 3.4

Baby Boomers Period 1 4.7 1.8 6.0 6.0 6.3 3.5
Baby Boomers Period 2 4.6 1.9 5.8 6.0 6.3 3.6
Gen-X Period 0 3.2 6.1 3.5 4.8 4.9 5.7
Gen-X Period 1 3.2 5.9 3.4 4.6 4.8 5.6
Gen-X Period 2 3.2 5.8 3.4 4.5 4.8 5.6
Gen-Z Period 0 2.5 3.9 1.7 2.4 2.2 2.2
Gen-Z Period 1 2.5 3.9 1.8 2.6 2.2 2.1
Gen-Z Period 2 2.6 3.9 1.8 2.7 2.2 2.1
Millennials Period 0 1.8 5.3 3.0 4.0 3.7 3.2
Millennials Period 1 1.8 5.3 3.0 4.2 4.0 3.1
Millennials Period 2 1.9 5.3 3.0 4.4 4.3 3.0
Professional Period 0 5.8 5.7 5.0 5.4 5.1 4.8
Professional Period 1 5.5 5.6 5.0 5.4 5.2 5.0
Professional Period 2 5.3 5.4 4.9 5.5 5.4 5.2

Online Tool - Additional Charts

The most important charts and graph of the Semantic Scales study are given in the above report. But an online tool provides additional charts
that will allow you to:
- Monitor the evolution of ideal values in a visual way
- Design Powerful R&D projects.
Access Additional Charts

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Multidimensional Scaling of Brand Similarities & Preferences – Sonites Market – Period 2

This study provides a joint space configuration obtained with non-metric multidimensional scaling. It relies on similarity and preference data
on the complete set of brands available in the market. These data were obtained through interviews with 200 individuals.

Perceptual Map

The study provides a graphical representation of the perceptual positioning of Sonites brands and consumer segments’ ideal points. Three
dimensions, interpreted as Economy, Performance, Convenience were sufficient to provide a good fit to the data. The two perceptual maps
are given below.

Perceptual Map – Economy X Performance

Perceptual Map – Economy X Convenience

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Brand Perceptions
The table below gives the coordinates of the brand positions on the perceptual map, on a scale from -20 to +20.

Brand Firm Economy Performance Convenience

LOCK LevelUpp 10.2 -12.8 -17.0

LOOP LevelUpp -14.8 6.9 5.0
MOST Marvel 8.8 -16.6 -9.9
MOVE Marvel -10.1 -9.4 -8.3
ROCK Royalz -8.6 9.9 6.7
ROLL Royalz -9.8 15.2 -7.5
SOFT SYNERGY 11.8 -16.8 -17.4
SOLO SYNERGY -0.6 -14.0 6.2
TONE Titans -14.0 7.0 6.6
TOPS Titans -8.4 16.8 -14.4

Ideal Values
The table below gives the coordinates of the brand positions on the perceptual map, on a scale from -20 to +20.

Segment Economy Performance Convenience

Professional -7.8 9.7 8.8

Baby Boomers 2.4 14.5 -6.8
Gen-X -10.7 4.6 7.0
Millennials 6.3 2.4 3.2
Gen-Z 12.6 -10.8 -4.2

Ideal Value Evolution

This study monitors the evolution of consumer needs over time. The preferred values on each perceptual map dimension over the past (3
years maximum) are recorded in the table below, for each consumer segment.

Segment Period Economy Performance Convenience

Baby Boomers Period 0 4.0 15.3 -7.2

Baby Boomers Period 1 3.2 14.9 -7.0
Baby Boomers Period 2 2.4 14.5 -6.8
Gen-X Period 0 -11.0 5.8 8.5
Gen-X Period 1 -10.8 5.2 7.6
Gen-X Period 2 -10.7 4.6 7.0
Gen-Z Period 0 12.3 -11.6 -4.4
Gen-Z Period 1 12.4 -11.2 -4.3
Gen-Z Period 2 12.6 -10.8 -4.2
Millennials Period 0 5.2 -1.4 3.2
Millennials Period 1 5.7 0.4 3.2
Millennials Period 2 6.3 2.4 3.2
Professional Period 0 -5.2 7.7 10.6
Professional Period 1 -6.5 8.7 9.7
Professional Period 2 -7.8 9.7 8.8

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Influence of Product Characteristics on Perceptual Dimensions

An indication of the influence of product characteristics on perceptual dimensions is provided in the table below to help you interpret the
dimension that were derived from the study.

Dimension # Features Design Battery Display Proc. Power Price

Economy Slight None None None Slight Strong

Performance None None None Moderate Very Strong None
Convenience Slight Strong Slight None None None

Online Tool - Additional Charts

The most important charts and graph of the multidimensional scaling study are given in the above [Link] an online tool provides
additional charts that will allow you to:
- Monitor the evolution of ideal values in a visual way
- Design Powerful R&D projects.
Access Additional Charts

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Competitive Intelligence – Sonites Market – Period 2

These two studies provide estimates of the advertising and commercial team budgets spent by the 5 companies in the Sonites market during
Period 2.

Competitive Advertising Estimates – Sonites Market – Period 2

Estimates of competitive advertising budgets are given by firm, by brand and by consumer segments. All brands marketed in the current
period are included in the study.

Estimated Total Advertising Expenditures (in million dollars) – By Firm and by Consumer Segment

Estimated Brand Advertising Expenditures (in thousand dollars) – Total and by Consumer Segment

Brand Professional Baby Boomers Gen-X Millennials Gen-Z Total

LOCK 680 580 840 630 580 3,310

LOOP 620 620 680 570 570 3,060
MOST 200 140 200 320 390 1,250
MOVE 360 120 360 180 180 1,200
ROCK 800 290 800 570 400 2,860
ROLL 920 510 1,030 860 690 4,010
SOFT 390 390 390 540 1,530 3,240
SOLO 570 570 710 1,270 920 4,040
TONE 380 250 530 520 620 2,300
TOPS 460 230 460 400 400 1,950

Estimated Communication Dimensions and Message Quality

The table below provides an estimate of the dimensions that have been used in brand communication, as well as an estimate of the message
quality. Higher message qualities are obtained with higher advertising research budgets.

Brand Firm Communication Dimensions Message Quality

LOCK LevelUpp
LOOP LevelUpp
MOST Marvel
MOVE Marvel
ROCK Royalz Economy & Performance Average
ROLL Royalz Design & Battery Average
SOFT SYNERGY
SOLO SYNERGY
TONE Titans Price & Design Excellent
TOPS Titans Convenience & Economy Average

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Competitive Commercial Team Size Estimates – Sonites Market – Period 2

Estimates of competitive commercial team size are given by firm, by brand and by distribution channel. The breakdown by brand and channel
is also provided. All brands marketed in the current period are included in the study.

Estimated Commercial Team Size (in full-time equivalent) – By Firm and by Distribution Channel

Estimated Digital Distribution Budget (in thousands dollar) – By Firm and by Distribution Channel

Estimated Brand Commercial Team Sizes & Budget (in commercial people equivalent & K$) – Total and by Distribution Channel

Brand Specialty Stores Mass Merch. eCommerce eStore Total

LOCK 10 20 256 50 30 / 306

LOOP 10 20 250 30 30 / 280
MOST 33 27 600 600 60 / 1,200
MOVE 40 35 450 374 75 / 824
ROCK 15 25 180 100 40 / 280
ROLL 15 20 260 100 35 / 360
SOFT 25 20 15 10 45 / 25
SOLO 25 15 31 10 40 / 41
TONE 30 30 500 500 60 / 1,000
TOPS 30 30 700 300 60 / 1,000

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Competitive Intelligence – Vodites Market – Period 2

These two studies provide estimates of the advertising and commercial team budgets spent by the 5 companies in the Vodites market during
Period 2.

Competitive Advertising Estimates – Vodites Market – Period 2

This report is empty as there is no brand on Vodites market in period 2.

Competitive Commercial Team Size Estimates – Vodites Market – Period 2

This market study was not purchased this period

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Advertising Experiment – Sonites Market – Period 2

This experiment is conducted by increasing advertising budgets in a selected regional market. The results of the study are used to project the
level of awareness and the market share that would have been achieved nationwide by each brand with the same increase in advertising, and
if competitive actions have remained unchanged. The impact on brand contribution is provided as well.

The results below would have been achieved by a given brand if its advertising budget had been increased by 20% and if competitive actions
had remained unchanged.

Expected Change in Contribution (in K$)

Expected Change in Brand Awareness Expected Change in unit Market Share (%U)
Brand Profs Boomers Gen-X Millennials Gen-Z Brand Profs Boomers Gen-X Millennials Gen-Z

SOFT 1.4% 1.0% 1.7% 1.8% 0.4% SOFT 0.0% 0.0% 0.0% 0.3% 0.3%
SOLO 1.1% 0.8% 1.6% 1.0% 0.8% SOLO 0.0% 0.2% 0.1% 0.3% -0.1%

Commercial Team Experiment – Sonites Market – Period 2

This experiment is set up by increasing the number of commercial people or budget per channel in a selected regional market. The results of
the study are used to project the additional number of distributors and the market share that would have been achieved nationwide by each
brand with the same increase in commercial team and if competitive actions have remained unchanged. The impact on brand contribution is
provided as well.

The results below would have been achieved if the number of salespeople had been increased by 10 in each traditional channel and 10%
budget increase for each digital channel and if competitive actions had remained unchanged.

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Expected Change in Contribution (in K$)

Expected Change in Number of Distributors Expected Change in unit Market Share (%U)
Specialty Specialty
Brand Mass Merch. eCommerce eStore Brand Mass Merch. eCommerce eStore
Stores Stores

SOFT 267 260 3 0 SOFT 0.4% 1.0% 0.0% 0.0%

SOLO 273 245 5 0 SOLO 0.4% 0.7% 0.1% 0.0%

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Advertising Experiment – Vodites Market – Period 2

You did not launch any brand in this market

Commercial Team Experiment – Vodites Market – Period 2

This market study was not purchased this period

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Market Forecast – Sonites Market – Period 2

This study provides estimates of the expected market size in one period and in five periods. Results are given for the whole market and are
also broken down by consumer segment.

Total Market Size

The charts below show the actual market size this period and the expected market size in one and five periods. Market growth rates are
reported as well. Market sizes are given in thousands of units.

Market Size (in thousands of units) Market Growth rates (in %)

Market Size by Consumer Segment

The charts below show the actual market size this period and the expected market size in one and five periods. Results are broken down by
segment. Relative segment size, in % of the total market size, and segment growth rates are reported as well. Sizes are given in thousands of
units.

Market size broken down by consumer segment (in thousands of units)

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Consumer Segment Growth Rates (in % units)

Current Period In Five Periods

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Market Forecast – Vodites Market – Period 2

This study provides estimates of the potential size of the market if a brand were introduced next period. Results are given for the whole
market and are also broken down by consumer segment. This forecast is based in declared likelihood of purchase obtained from a sample of
individuals. It should be noted that this forecast does not rely on history and tends to be less accurate and generally somewhat optimistic.

Potential Total Market Size

The charts below show the potential market size next period and in five periods, if a brand were introduced next period. Market growth rates
are reported as well. Market sizes are given in thousands of units.

Potential market size (in thousands of units) Expected market growth rates over 5 periods (in %U)

Potential Market Size by Consumer Segment

The charts below show the potential market size in one and five periods, if a brand were introduced next period. Results are broken down by
segment. Relative segment size, in % of the total market size, and segment growth rates are reported as well. Sizes are given in thousands of
units.

Potential market size broken down by consumer segment (in thousands of units)

Potential consumer segment sizes (in % of total market size)

Next Period In Five Period

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Expected Consumer Segment Growth Rates (in % units)

Average over next five periods Total over next five periods

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Conjoint Analysis – Sonites Market – Period 2

This study enables firms to estimate the relative importance of the price and physical characteristics of a product category. Only the three
characteristics that are perceived as most important are included in the study. The study also provides the utility attached by consumers to
varying levels of price and characteristics. Results are broken down by consumer segment.

Relative importance of price and physical characteristics

Utility charts
The charts below show the utilities attached to four arbitrary levels in each dimension included in the study. Utilities are measured on a scale
from 0 (very low utility) to 1 (very high utility): the higher the utility the higher the preference of consumer for the corresponding level in this
dimension. The four levels have been chosen in the feasible range for the dimension so as to test varying levels of interest for the segment.
Results are broken down by consumer segment.

Professional

Baby Boomers

Gen-X

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Millennials

Gen-Z

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