Company Dashboard – Firm R – Period 3

SPI DMI
1503 679

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

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

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

Financial Report – Firm R – Period 3

The financial statements of firm R published for Period 3 have been prepared on December 31st, Period 3 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 R financial results in thousands of dollars, as well as the cumulative results since Period 0.

Period 3 Period 2 Period 1 Period 0 Cumulative

Revenues 88,063 54,205 43,953 43,595 229,816

Cost of goods sold -32,578 -21,856 -18,881 -21,660 -94,976
Inventory costs 0 -98 0 0 -98
Contribution before marketing 55,484 32,251 25,072 21,935 134,743
Advertising expenditures -407 -6,255 -8,350 -4,000 -19,012
Commercial costs -7,219 -2,265 -1,432 -1,216 -12,131
Contribution after marketing 47,859 23,732 15,291 16,719 103,600
Market research studies -552 -440 -344 -306 -1,642
Research and development -200 -100 0 0 -300
Marketing & Digital Initiatives -1,080 -1,005 -50 0 -2,135
Loan reimbursed 0 0 0 0 0
Loan received 0 0 0 0 0
Loan interest paid 0 0 0 0 0
Exceptional cost or profit 0 0 0 0 0
Earnings before taxes 46,026 22,187 14,897 16,413 99,523

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

Brand contribution
The table below shows a comparison of the net contribution generated by the brands marketed by firm R in Period 3.

ROCK ROLL
Sonites Sonites

Revenues 14,288 73,775

Cost of goods sold -6,314 -26,264
Inventory holding cost 0 0
Inventory disposal loss 0 0
Contribution before
7,974 47,511
marketing
Advertising media -150 -22
Advertising research -15 -220
Commercial costs -3,615 -3,604
Contribution after
4,194 43,665
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
ROCK ROLL
Sonites Sonites

Volume Market Share 6.2% 12.4%

Value Market Share 3.2% 16.9%

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.

ROCK ROLL
Sonites Sonites

Specialty Stores 39 109

Mass Merch. 61 81
eCommerce 12 30
eStore 4 13
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.

ROCK ROLL
Sonites Sonites

Specialty Stores 38% 42%

Mass Merch. 42% 46%
eCommerce 37% 39%

Specialty Stores Mass Merch. eCommerce

Number of distributors 9,556 6,333 1,056

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.

ROCK ROLL
Sonites Sonites

Recommended Retail
$196 $503
Price
Average Retail Price $185 $482
Average Selling Price $123 $317
Production Report – Firm R – Period 3

The report below provides with information on production levels and production costs for each of the brands marketed in Period 3.

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 3. 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 3. All numbers are given in thousands of units.

ROCK ROLL
Sonites Sonites

Units sold 116 233

Production Plan (your decision) 100 250
Production 94 233
Inventory at beginning of period 22 0
Inventory at end of period 0 0

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 $.

ROCK ROLL
Sonites Sonites

Cumulative project production 371,204 561,412

Current unit transfer cost 54 113
Average unit transfer cost 54 113
Units sold 116 233
COGS 6,314 26,264
Inventory at end of period 0 0
Inventory holding cost 0 0
R&D Report – Firm R – Sonites Market – Period 3

Projects completed in Period 3

No projects have been completed in Period 3.

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 Features Design Battery Display Power Cumulative Budget Platform of

Current Minimum
Since (1) (2) (3) (4) (5) (k$) Brand

POROCK Period 0 18 3 75 25 12 74 65 1,500 ROCK

POROLL Period 0 13 8 40 40 75 172 154 2,500 ROLL
POROCKCRP2 Period 2 18 3 75 25 12 65 65 100 N/A

(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 3

The projects listed below could not be completed in Period 3. 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 $

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

POROAR 15 7 85 36 93 178 178 200 1,464

(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. (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.
R&D Report – Firm R – Vodites Market – Period 3

Projects completed in Period 3

No projects have been completed in Period 3.

Projects completed in past periods

No projects have been completed in Period 3.

Projects partially developed in Period 3

You have no partially completed projects.

Shelved projects
You have no shelved projects.
Decision Review – Firm R – Sonites Market – Period 3

This report provides a review of the decisions made by firm R at the beginning of Period 3.

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

The table below lists the marketing and the digital initiatives purchased by firm R in Period 3, as well as the cost in dollars.

Implemented Initiatives Cost in $

Influencer - Content Marketing 215,000

Partnership 325,000
Product Placement 540,000

Resource Allocation by Brand

R&D projects
The table below lists the projects which the R&D Department will develop in Period 3

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

POROAR focused on millenials 15 7 85 36 93 0 200

(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.

Online Query
The table below lists the online queries made to the R&D Department while making Period 3 decisions

Query Features (1) Design (2) Battery (3) Display (4) Power (5) Requested Base Cost ($) Requested Budget Minimum Cost

POROLLCRP3 13 8 40 40 75 0 200 151

(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
ROCK ROLL

Portfolio operation Maintained Maintained

Base project past period POROCK POROLL
Base project this period POROCK POROLL

Marketing Mix
ROCK ROLL

Production planning (in units) 100,000 250,000

Recommended retail price (in $) 196 503
Advertising media (in K$) 150 22
Advertising research (in K$) 15 220

Media Strategy
ROCK ROLL

Digital Owned 22% 25%

Digital Paid 43% 35%
Digital Earned 30% 25%
Traditional Media 2% 10%
Outdoor Media 3% 5%

Segmentation Strategy
ROCK ROLL

Professional
Baby Boomers
Gen-X 20% 30%
Millennials 70%
Gen-Z 80%

Perceptual Objectives
ROCK ROLL

Dimension 1 # Features Display

Position 1 2.6 4.5
Dimension 2 Price Proc. Power
Position 2 3.0 5.0

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 3.

ROCK ROLL

Specialty Stores 85 85
Mass Merch. 75 75
eCommerce 101 90
eStore 50 50

The two charts below show how your commercial team is allocated across channels and brands. All numbers are given in number of
salespeople.
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 R in Period 3, as well as the cost in dollars.

Purchased Studies Cost in $

Industry benchmarking 32,500

Consumer Survey 65,000
Consumer Panel 108,250
Distribution Panel 65,000
Semantic Scales 10,750
Multidimensional Scaling 38,000
Market Forecast 21,750
Competitive Advertising 32,500
Competitive Commercial Team 16,250
Advertising Experiment 27,000
Commercial Team Experiment 38,000
Customer Centricity 32,500
Media Reporting 32,500
Decision Review – Firm R – Vodites Market – Period 3

This report provides a review of the decisions made by firm R at the beginning of Period 3.

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

The table below lists the marketing and the digital initiatives purchased by firm R in Period 3, as well as the cost in dollars.

Implemented Initiatives Cost in $

Influencer - Content Marketing 215,000

Partnership 325,000
Product Placement 540,000

Market Research Studies – Vodites Market

The table below lists the market research studies purchased by firm R in Period 3, as well as the cost in dollars.

Purchased Studies Cost in $

Industry benchmarking 32,500

Consumer Survey 43,250
Distribution Panel 54,000
Semantic Scales 10,750
Market Forecast 21,750
Competitive Advertising 32,500
Competitive Commercial Team 16,250
Advertising Experiment 27,000
Commercial Team Experiment 38,000
Conjoint Analysis 38,000
Customer Centricity 32,500
Media Reporting 32,500
Industry Dashboard – Firm R – Period 3

Stock Market Period 3

Share Price Index Evolution
Cumulative
Net
SPI Revenues Net
Contribution
Contribution

RAVEN 1,503 88 46 100

MOON 1,450 79 41 108
Timeless 1,441 80 41 111
LOTUS 1,433 78 38 111
Stardust 1,184 70 22 85
NEXIS 824 43 13 73

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

Industry Information – Period 3

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% 4%

Inflation Rate % 2% 4%
Inventory holding cost per annum % Transfer Cost 8% 8%
Loss incurred for inventory disposal % Transfer Cost 20% 20%
Commercial people operating cost $ 21,649 22,956
Commercial people hiring and training cost $ 3,247 3,443
Commercial people firing cost $ 5,412 5,739

Market Research Costs

All Markets Sonites Vodites

Industry benchmarking 34,500

Competitive Advertising 34,500 34,500
Competitive Commercial Team 17,250 17,250
Conjoint Analysis 40,250 40,250
Consumer Panel 114,750 80,250
Consumer Survey 68,750 46,000
Customer Centricity 34,500 34,500
Distribution Panel 68,750 57,500
Advertising Experiment 28,750 28,750
Commercial Team Experiment 40,250 40,250
Market Forecast 23,000 23,000
Media Reporting 34,500 34,500
Multidimensional Scaling 40,250 40,250
Semantic Scales 11,500 11,500
Total 34,500 557,000 488,500

(all numbers in $)
Market Report – Sonites Market – Period 3

This report provides general information on the 12 Sonites brands marketed in Period 3.

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

ROLL 16.9% 112,295 45,980 TONE 14.0% 263 84

LOOP 13.9% 92,627 21,216 ROLL 12.4% 233 89
MOVE 12.6% 83,859 7,950 LOOP 10.3% 193 44
TOPS 10.5% 69,491 934 MOVE 9.1% 171 16
SOLO 8.3% 55,261 -1,782 SOFT 8.6% 162 33 Modified
SOFT 7.9% 52,851 20,824 Modified NOON 8.3% 156 42 Modified
TONE 7.8% 51,690 17,772 MOST 8.1% 152 22
MOST 5.2% 34,521 4,802 TOPS 7.4% 139 4
NOON 5.2% 34,249 7,336 Modified SOLO 6.4% 120 6
NOVA 4.5% 29,948 -27,368 Modified ROCK 6.2% 116 50
LOCK 3.8% 25,454 -6,829 Modified LOCK 5.7% 108 -28 Modified
ROCK 3.2% 21,410 6,219 NOVA 3.2% 61 -58 Modified
Total 100.0% 663,656 97,055 Total 100.0% 1,873 303

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 6 4 24 10 22 250 73 29%

LOOP Period 0 13 8 40 40 75 500 172 34%
MOST Period 0 18 3 75 25 12 240 74 30%
MOVE Period 0 13 8 40 40 75 510 172 33%
NOON Period 0 7 5 38 10 30 235 69 29%
NOVA Period 0 14 4 82 35 83 510 160 31%
ROCK Period 0 18 3 75 25 12 196 74 37%
ROLL Period 0 13 8 40 40 75 503 172 34%
SOFT Period 0 14 5 77 34 88 335 163 48%
SOLO Period 0 13 8 40 40 75 480 172 35%
TONE Period 0 18 3 75 25 12 210 74 35%
TOPS Period 0 13 8 40 40 75 520 172 32%

(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.
Market Report – Vodites Market – Period 3

This report is empty as there is no brand on Vodites market in period 3.

Industry Benchmarking – Period 3

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 $.

MOON RAVEN Stardust Timeless LOTUS NEXIS

Revenues 78.7 88.1 70.2 80.2 78.1 42.6

Cost of goods sold -27.4 -32.6 -37.6 -28.5 -29.2 -18.9
Inventory costs 0 0 0 0 -0.1 -0.6
Contribution before marketing 51.3 55.5 32.6 51.7 48.8 23.1
Advertising expenditures -6.6 -0.4 -5.1 -4.1 -4.9 -7.7
Commercial team costs -3.1 -7.2 -5.0 -5.4 -4.4 -2.3
Contribution after marketing 41.6 47.9 22.5 42.1 39.4 13.1
Market research studies -0.1 -0.6 -0.5 -0.4 -0.4 -0.5
Research and development 0 -0.2 0 -0.1 0 0
Marketing & Digital Initiatives -0.8 -1.1 0 -0.5 -0.8 -0.1
Loan reimbursed 0 0 0 0 0 0
Interests paid 0 0 0 0 0 0
Exceptional cost or profit 0 0 0 0 0 0
Earnings before taxes 40.7 46.0 22.1 41.1 38.2 12.6
Next Period Budget 10.8 10.8 10.8 10.8 10.8 10.8
Consumer Survey – Sonites Market – Period 3

This survey questionnaire has been administered to 3,000 individuals during Period 3. 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 LOTUS 70% 74% 62% 69% 86%

LOOP LOTUS 75% 76% 82% 82% 77%
MOST MOON 75% 83% 70% 69% 85%
MOVE MOON 83% 76% 84% 84% 80%
NOON NEXIS 78% 78% 72% 78% 88%
NOVA NEXIS 84% 83% 85% 84% 79%
ROCK RAVEN 51% 64% 46% 47% 70%
ROLL RAVEN 72% 72% 77% 82% 76%
SOFT Stardust 86% 79% 66% 68% 82%
SOLO Stardust 70% 64% 76% 83% 67%
TONE Timeless 63% 73% 55% 59% 81%
TOPS Timeless 77% 69% 82% 81% 71%

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.
 Average Purchase Intentions

Purchase Intentions by Consumer Segment

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

LOCK LOTUS 1% 8% 0% 1% 10%

LOOP LOTUS 2% 4% 20% 16% 0%
MOST MOON 1% 12% 0% 2% 21%
MOVE MOON 2% 4% 16% 16% 0%
NOON NEXIS 1% 11% 0% 2% 24%
NOVA NEXIS 2% 4% 2% 10% 0%
ROCK RAVEN 1% 9% 0% 1% 15%
ROLL RAVEN 2% 4% 31% 16% 0%
SOFT Stardust 84% 27% 0% 3% 1%
SOLO Stardust 2% 3% 19% 18% 0%
TONE Timeless 1% 11% 0% 1% 28%
TOPS Timeless 2% 3% 11% 13% 0%

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 3

Market Shares (Based on units sold)

The market shares figures in the chart and table below represent the proportion of individuals who have purchased a given brand during
Period 3. The report gives the information for each brand currently on the market, in total and by consumer segment
 Total Market Shares (%Unit)

Market Shares by Consumer Segment (%Unit)

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

LOCK LOTUS 2% 12% 0% 2% 11%

LOOP LOTUS 4% 5% 22% 19% 0%
MOST MOON 2% 13% 0% 1% 18%
MOVE MOON 5% 5% 17% 18% 0%
NOON NEXIS 2% 10% 0% 1% 20%
NOVA NEXIS 4% 4% 2% 8% 0%
ROCK RAVEN 2% 10% 0% 1% 14%
ROLL RAVEN 4% 5% 32% 18% 0%
SOFT Stardust 67% 13% 0% 1% 0%
SOLO Stardust 3% 3% 13% 13% 0%
TONE Timeless 2% 15% 0% 1% 35%
TOPS Timeless 4% 5% 13% 16% 0%

Industry Volume (based on units sold)

The charts below give the unit product category sales by consumer segment and in total. The relative sizes of the 5 consumer segments are
provided as well.

Unit Sales by Consumer Segment in thousands of units Relative Consumer Segment Sizes
Consumer Survey – Vodites Market – Period 3

This survey questionnaire has been administered to 3,000 individuals during Period 3. 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 3.

Consumer Panel – Vodites Market – Period 3

This market study was not purchased this period
Distribution Panel – Sonites Market – Period 3

The distribution panel provides continuous tracking of product sales to consumers, based on information gathered at the retail point-of-sale.
Information is primarily gathered from scanning cash-registers with supplementary store audits. Our read represents sales in about 35,000
retail outlets in the simulated world. This report gives market shares and coverage data, by distribution channel.

Sales and Market Shares by Channel

The table and charts below provide the market shares, based on units sold, by channel for each brand currently on the market. They also give
the unit product category sales by channel and in total. The relative sizes of the channel are provided as well.

Market Shares by Channel (%Unit)

Brand Firm Specialty Stores Mass Merch. eCommerce eStore

LOCK LOTUS 5% 7% 5% 4%
LOOP LOTUS 12% 8% 11% 16%
MOST MOON 6% 10% 9% 9%
MOVE MOON 10% 7% 11% 14%
NOON NEXIS 5% 12% 8% 4%
NOVA NEXIS 4% 2% 5% 4%
ROCK RAVEN 5% 8% 5% 4%
ROLL RAVEN 14% 11% 12% 14%
SOFT Stardust 13% 4% 10% 12%
SOLO Stardust 8% 5% 7% 4%
TONE Timeless 10% 20% 10% 8%
TOPS Timeless 9% 6% 8% 8%

Unit Sales by Channel in thousands of units Relative Channel Sizes (%Units Sold)

Distribution Coverage

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

eStore is not part of this study, as it represents the online « store » of your company and distributes directly your products as a direct
distributor.
Distribution Coverage by Channel (%Stores)
Brand Firm Specialty Stores Mass Merch. eCommerce

LOCK LOTUS 44% 47% 42%

LOOP LOTUS 42% 38% 42%
MOST MOON 31% 28% 43%
MOVE MOON 39% 37% 44%
NOON NEXIS 27% 41% 45%
NOVA NEXIS 32% 15% 43%
ROCK RAVEN 38% 42% 37%
ROLL RAVEN 42% 46% 39%
SOFT Stardust 52% 43% 46%
SOLO Stardust 36% 32% 40%
TONE Timeless 49% 55% 41%
TOPS Timeless 47% 40% 42%

Number of outlets in each Channel Relative Channel Sizes (%Outlet)

Distribution Panel – Vodites Market – Period 3

This report is empty as there is no brand on Vodites market in period 3.

Customer Centricity – Firm R – Sonites Market – Period 3

The Purchase Funnel which is an overview of the steps in customer’ purchases – Awareness, Consideration, Preference, Purchase Intention,
Market Share, Loyalty and Advocacy. The purchase funnel can be examined by brands and by consumer segment (use drop down menus).

Purchase Funnel

ROCK All Segments

Awareness 77%

Consideration 49%

Preference 30%

Purchase Intention 10%

Market Share 12%

Loyalty 3%

Advocacy 0%

Purchase Funnel

ROLL All Segments

Awareness 77%

Consideration 49%

Preference 30%

Purchase Intention 10%

Market Share 12%

Loyalty 3%

Advocacy 0%
Marketing & Digital Initiatives

Marketing and Digital Initiatives (“marketing powerhouse”) do have an impact on the consumer’s purchase funnel (“Customer’s centricity”).
More specifically, depending on the type of initiative that you launch, it may impact:

AWARENESS
INTEREST (consideration + preferences)
ACTION: (purchase intentions + market shares)
ENGAGEMENT (loyalty + advocacy)

The Table below reflects the estimated impact of having launched an initiative at the brand level.

You have implemented 3 marketing/digital initiative(s) last period (Influencer - Content Marketing, Partnership, Product Placement). These
initiatives had an estimated global effect at the firm's level as follows: High impact on Awareness, Low impact on Interest, Low impact on
Action and High impact on Engagement. The Table below reflects the estimated impact at the brand level.

Awareness Interest Action Engagement

ROCK 0.20% 0.00% 0.03% 0.06%

ROLL 0.11% 0.00% 0.04% 0.28%
Customer Centricity – Firm R – Vodites Market – Period 3

This report is empty as there is no brand on Vodites market in period 3.

Semantic Scales – Sonites Market – Period 3

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 LOTUS 3.0 1.7 2.5 2.9 1.9 2.5

LOOP LOTUS 4.3 5.7 2.2 6.5 5.5 6.1
MOST MOON 6.3 1.5 5.4 4.6 1.5 2.4
MOVE MOON 4.3 5.7 2.2 6.5 5.5 6.2
NOON NEXIS 2.7 2.3 2.8 2.5 2.2 2.4
NOVA NEXIS 4.6 2.5 5.3 6.4 6.0 6.2
ROCK RAVEN 6.3 1.5 5.4 4.6 1.5 2.5
ROLL RAVEN 4.3 5.7 2.2 6.5 5.5 6.0
SOFT Stardust 5.1 2.0 5.5 5.8 5.3 3.5
SOLO Stardust 4.2 5.7 2.2 6.5 5.4 6.1
TONE Timeless 6.3 1.5 5.4 4.5 1.5 2.1
TOPS Timeless 4.3 5.7 2.2 6.5 5.8 6.2

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 4.5 2.0 5.6 5.8 5.9 3.6

Baby Boomers 2.0 5.2 3.0 4.5 4.5 2.7
Gen-X 5.0 5.2 4.8 5.7 5.9 5.8
Millennials 3.2 5.6 3.3 4.2 4.5 5.8
Gen-Z 2.6 3.9 1.8 2.9 2.4 2.2

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).
 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

Brand Map – Price X Battery

Brand Map – Price X Display

Brand Map – Price X Proc. Power
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 1 1.8 5.2 3.0 4.2 3.9 2.9

Baby Boomers Period 2 1.9 5.2 3.0 4.3 4.2 2.7
Baby Boomers Period 3 2.0 5.2 3.0 4.5 4.5 2.7
Gen-X Period 1 5.5 5.5 5.0 5.5 5.4 5.3
Gen-X Period 2 5.3 5.4 4.9 5.6 5.7 5.6
Gen-X Period 3 5.0 5.2 4.8 5.7 5.9 5.8
Gen-Z Period 1 2.5 3.8 1.7 2.6 2.4 2.2
Gen-Z Period 2 2.6 3.8 1.8 2.8 2.4 2.2
Gen-Z Period 3 2.6 3.9 1.8 2.9 2.4 2.2
Millennials Period 1 3.2 5.8 3.4 4.6 4.8 5.9
Millennials Period 2 3.2 5.7 3.4 4.4 4.6 5.9
Millennials Period 3 3.2 5.6 3.3 4.2 4.5 5.8
Professional Period 1 4.6 1.8 6.0 6.0 6.2 3.4
Professional Period 2 4.5 1.9 5.8 5.9 6.1 3.5
Professional Period 3 4.5 2.0 5.6 5.8 5.9 3.6

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

Semantic Scales – Vodites Market – Period 3

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

Low High
Apps Apps
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

No brands were marketed in this market this period.

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 Resolution Energy Carbon Footprint Connectivity Apps Price

Innovators 5.1 3.3 4.3 4.8 3.7 6.3

Adopters 4.4 4.0 4.9 3.8 4.3 5.5
Followers 3.3 4.4 3.4 3.1 3.3 4.8

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).

Importance of characteristics

Brand Maps
Brands map are not available as no brands were marketed in this market this period.
Multidimensional Scaling of Brand Similarities & Preferences – Sonites Market – Period 3

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

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 LOTUS 10.1 -12.3 -13.5

LOOP LOTUS -14.0 13.1 5.6
MOST MOON 10.6 -10.9 -10.7
MOVE MOON -14.4 13.1 5.6
NOON NEXIS 10.7 -11.2 -10.3
NOVA NEXIS -14.3 14.0 -4.6
ROCK RAVEN 9.9 -10.9 -10.7
ROLL RAVEN -13.3 13.1 5.6
SOFT Stardust 3.3 9.9 -6.7
SOLO Stardust -14.0 12.4 5.5
TONE Timeless 12.5 -11.2 -9.8
TOPS Timeless -14.8 14.1 5.6

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 2.7 12.3 -6.7

Baby Boomers 8.9 3.6 2.8
Gen-X -12.0 12.3 7.6
Millennials -12.1 2.7 6.2
Gen-Z 12.3 -9.5 -4.5

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 1 7.3 0 2.8

Baby Boomers Period 2 8.4 1.7 2.8
Baby Boomers Period 3 8.9 3.6 2.8
Gen-X Period 1 -8.9 9.7 9.4
Gen-X Period 2 -10.5 11.1 8.5
Gen-X Period 3 -12.0 12.3 7.6
Gen-Z Period 1 12.0 -10.3 -4.8
Gen-Z Period 2 12.1 -9.9 -4.6
Gen-Z Period 3 12.3 -9.5 -4.5
Millennials Period 1 -12.7 4.7 7.2
Millennials Period 2 -12.4 3.8 6.6
Millennials Period 3 -12.1 2.7 6.2
Professional Period 1 3.9 14.1 -7.2
Professional Period 2 3.3 13.6 -7.0
Professional Period 3 2.7 12.3 -6.7
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 None Slight None Slight Slight Very Strong

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

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

Competitive Intelligence – Sonites Market – Period 3

These two studies provide estimates of the advertising and commercial team budgets spent by the 6 companies in the Sonites market during
Period 3.

Competitive Advertising Estimates – Sonites Market – Period 3

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 330 560 220 220 1,180 2,510

LOOP 330 270 870 660 220 2,350
MOST 580 790 370 310 890 2,940
MOVE 930 360 1,040 830 470 3,630
NOON 650 860 490 430 1,400 3,830
NOVA 1,240 540 750 860 430 3,820
ROCK 0 0 50 0 110 160
ROLL 20 20 60 100 20 220
SOFT 2,300 340 340 340 340 3,660
SOLO 230 120 340 690 120 1,500
TONE 210 430 160 160 590 1,550
TOPS 680 260 830 680 260 2,710
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 LOTUS Performance & Convenience Average

LOOP LOTUS
MOST MOON
MOVE MOON
NOON NEXIS PPower & Design Excellent
NOVA NEXIS PPower & Battery Good
ROCK RAVEN Features & Price Average
ROLL RAVEN Display & PPower Good
SOFT Stardust Convenience & Performance Good
SOLO Stardust Convenience & Performance Average
TONE Timeless Price & Design Poor
TOPS Timeless PPower & Display Poor

Competitive Commercial Team Size Estimates – Sonites Market – Period 3

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 45 50 240 84 95 / 324

LOOP 42 35 270 113 77 / 383
MOST 25 21 280 80 46 / 360
MOVE 34 32 225 80 66 / 305
NOON 20 35 80 26 55 / 106
NOVA 26 10 155 50 36 / 205
ROCK 85 75 101 50 160 / 151
ROLL 85 75 90 50 160 / 140
SOFT 75 42 1,000 125 117 / 1,125
SOLO 30 27 75 17 57 / 92
TONE 65 82 180 40 147 / 220
TOPS 50 40 62 30 90 / 92
Competitive Intelligence – Vodites Market – Period 3

These two studies provide estimates of the advertising and commercial team budgets spent by the 6 companies in the Vodites market during
Period 3.

Competitive Advertising Estimates – Vodites Market – Period 3

This report is empty as there is no brand on Vodites market in period 3.

Competitive Commercial Team Size Estimates – Vodites Market – Period 3

This report is empty as there is no brand on Vodites market in period 3.

Media Reporting – Firm R – Sonites Market – Period 3

This Report contain all information related to media.

Media Share Of Voice & Coverage

Share of voice measures how much of the conversation with target consumers your brand owns versus your competitors. This conversation
can be on social media, your blog, and any other place your target audience can hear from brands. Media coverage is used to refer to all blog
articles, RSS feeds, video content or other types of digital content (produced by individuals or organisations other than your own company)
where your brand, products or services are discussed or shown

Media Share Of Voice

Media Coverage

Media Habits & Return on Marketing Investment

The segments media habits represents the media usage of any target group. Usually, this research is used by media planners at the highest
levels of media buying. Return on marketing investment (ROMI) is the contribution to profit attributable to marketing (net of marketing
spending), divided by the marketing 'invested' or risked on each media category.

Segments Media Habits Return On Marketing Investment

Media Reporting – Firm R – Vodites Market – Period 3

This report is empty as there is no brand on Vodites market in period 3.

Advertising Experiment – Sonites Market – Period 3

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

ROCK 0.1% 0.0% 0.2% 0.1% 0.3% ROCK 0.0% 0.0% 0.0% 0.0% 0.1%
ROLL 0.1% 0.1% 0.1% 0.3% 0.1% ROLL 0.0% 0.0% 0.1% 0.0% 0.0%

Commercial Team Experiment – Sonites Market – Period 3

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.

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

ROCK 0 39 0 0 ROCK 0.0% 0.1% 0.0% 0.1%

ROLL 0 39 0 0 ROLL 0.0% 0.2% 0.0% 0.3%
Advertising Experiment – Vodites Market – Period 3

You did not launch any brand in this market

Commercial Team Experiment – Vodites Market – Period 3

You did not launch any brand in this market
Market Forecast – Sonites Market – Period 3

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)

 Consumer Segment Growth Rates (in % units)

Current Period In Five Periods

Market Forecast – Vodites Market – Period 3

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

 Expected Consumer Segment Growth Rates (in % units)

Average over next five periods Total over next five periods
Conjoint Analysis – Vodites Market – Period 3

This report is empty as there is no brand on Vodites market in period 3.