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INDUSTRY I18SF - FIRM O

ANNUAL REPORT

PERIOD 1

COMPANY SCORECARD

Unit

Annual results

Evolution since P0

Period 0 Period 1 %change

Ratio Average
P1/P0
growth

Market share
Total

%$

24.9%

26.0%

4.5%

x 1.05

4.5%

Sonite market

%$

24.9%

26.0%

4.5%

x 1.05

4.5%

Vodite market

%$

Retail sales
Total

K$

78,134 101,987

30.5%

x 1.31

30.5%

Sonite market

K$

78,134 101,987

30.5%

x 1.31

30.5%

Vodite market

K$

Before marketing

K$

19,235

35,232

83.2%

x 1.83

83.2%

After marketing

K$

14,011

30,769

119.6%

x 2.20

119.6%

Net

K$

13,766

29,506

114.3%

x 2.14

114.3%

Cumulative net

K$

13,766

43,272

214.3%

x 3.14

214.3%

1,000

1,374

37.4%

x 1.37

37.4%

2.52

5.15

104.7%

x 2.05

104.7%

2.52

3.87

53.6%

x 1.54

53.6%

Contribution

Shareholder value

Current return on investment

Base
1000
Ratio

Cumulative return on investment

Ratio

Stock price index

06/12/2011

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INDUSTRY I18SF - FIRM O

ANNUAL REPORT

PERIOD 1

COMPANY PERFORMANCE

Unit

Total

Sonite market

Units sold

U 192,298

192,298

Average retail price

530

530

Average selling price

343

343

K$

66,041

66,041

U 170,400

170,400

Vodite market

Sales

Revenues
Production
Units produced
Cost of goods sold

K$

-30,793

-30,793

Inventory holding cost

K$

-16

-16

Inventory disposal loss

K$

Contribution before marketing

K$

35,232

35,232

Advertising expenditures

K$

-3,095

-3,095

Advertising research expenditures

K$

-120

-120

Sales force

K$

-1,248

-1,248

Contribution after marketing

K$

30,769

30,769

Market research studies

K$

-463

-442

-21

Research and development

K$

-800

-800

Interest paid

K$

Exceptional cost or profit

K$

Net contribution

K$

29,506

Next period budget

K$

11,800

Marketing

Other expenses

06/12/2011

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INDUSTRY I18SF - FIRM O

ANNUAL REPORT

PERIOD 1

BRAND RESULTS
CONTRIBUTION BY BRAND

Sonite Brands

Unit

Total

Base R&D project

SOLD

SONO

PSOLD PSONO

Sales
Units sold

U 192,298 140,326

Average retail price

530

565

438

Average selling price

343

369

274

K$

66,041

51,807

14,235

Units produced

U 170,400 136,800

33,600

Current unit transfer cost

149

183

Average unit transfer cost

160

149

189

K$

-30,793

-20,961

-9,832

1,127

76

1,051

Inventory holding cost

K$

-16

-1

-15

Inventory disposal loss

K$

Contribution before marketing

K$

35,232

30,845

4,387

Advertising expenditures

K$

-3,095

-1,920

-1,175

Advertising research expenditures

K$

-120

-80

-40

Sales force

K$

-1,248

-936

-312

Contribution after marketing

K$

30,769

27,909

2,860

Revenues

51,972

Production

Cost of goods sold


Units in inventory

Marketing

06/12/2011

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INDUSTRY I18SF - FIRM O

ANNUAL REPORT

PERIOD 1

CUMULATIVE RESULTS
CUMULATIVE BRAND RESULTS

Sales
Brand

Results
since
period

Units
sold

Production

Marketing

Retail
Cost of Inventory Advertisi
Revenues
sales
goods sold
costs
ng

KU

Sales
force

Contrib.
after
mktg.

K$

K$

K$

K$

K$

K$

K$

SOLD

249 133,611

87,212

39,960

51

4,000

1,548

41,652

SONO

113

46,510

29,227

21,641

318

3,215

924

3,128

361 180,121

116,438

61,602

370

7,215

2,472

44,779

361 180,121

116,438

61,602

370

7,215

2,472

44,779

Total Sonite
Total Vodite
Total all markets

CUMULATIVE COMPANY PERFORMANCE

Unit

Total

Sonite market

Vodite market

Units sold

KU

361

361

Retail sales

K$

180,121

180,121

Revenues

K$

116,438

116,438

Cost of goods sold

K$

-61,602

-61,602

Inventory holding and disposal cost

K$

-370

-370

Total advertising expenditures

K$

-7,215

-7,215

Sales force expenditures

K$

-2,472

-2,472

Contribution after marketing

K$

44,779

44,779

Market research studies

K$

-708

-687

-21

Research and development

K$

-800

-800

Interest paid

K$

Exceptional cost or profit

K$

Net contribution

K$

43,272

Sales

Production

Marketing

Other expenses

06/12/2011

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INDUSTRY I18SF - FIRM O

ANNUAL REPORT

PERIOD 1

COMPANY KEY PERFORMANCE INDICATORS


(period 1 values)

Unit

Total

%$

14.6%

24.5%

12.3%

26.0%

22.5%

Sonite market

%$

14.6%

24.5%

12.3%

26.0%

22.5%

Vodite market

%$

Total

K$

57,328

96,024

48,221 101,987

88,104

Sonite market

K$

57,328

96,024

48,221 101,987

88,104

Vodite market

K$

Before marketing

K$

21,254

31,132

20,688

35,232

31,477

After marketing

K$

17,145

26,783

15,740

30,769

26,898

Net

K$

15,682

25,620

14,277

29,506

25,535

Cumulative net

K$

26,211

39,907

24,211

43,272

40,832

Market share

Retail sales

Contribution

Shareholder value
Stock price index
Market capitalization

Base
1,170
1,222
1,160
1,374
1,218
1000
K$ 249,382 353,593 233,312 383,048 377,359

Current return on investment Ratio

2.81

4.65

2.23

5.15

4.30

Cumulative return on investment


Ratio

2.37

3.63

2.04

3.87

3.58

Total

-1.3%

-3.5%

-0.9%

4.5%

0.3%

Sonite market

-1.3%

-3.5%

-0.9%

4.5%

0.3%

Vodite market

23.3%

20.5%

23.7%

30.5%

25.2%

COMPANY KEY PERFORMANCE INDICATORS


(% change from period 0 to period 1)

Market share

Retail sales
Total

06/12/2011

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INDUSTRY I18SF - FIRM O

ANNUAL REPORT

PERIOD 1

Sonite market

23.3%

20.5%

23.7%

30.5%

25.2%

Vodite market

Before marketing

32.9%

57.6%

34.3%

83.2%

51.6%

After marketing

59.1%

84.3%

54.6%

119.6%

73.1%

Net

48.9%

79.3%

43.7%

114.3%

66.9%

148.9%

179.3%

143.7%

214.3%

166.9%

Stock price index

17.0%

22.2%

16.0%

37.4%

21.8%

Market capitalization

17.0%

22.2%

16.0%

37.4%

21.8%

Current return on investment

46.2%

77.9%

22.6%

104.7%

53.7%

Cumulative return on investment

23.3%

39.1%

12.2%

53.6%

27.9%

Contribution

Cumulative net
Shareholder value

06/12/2011

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INDUSTRY I18SF - FIRM O

ANNUAL REPORT

PERIOD 1

INFORMATION ON SONITE MARKET


CHARACTERISTICS OF MARKETED SONITE BRANDS

Physical characteristics
Firm

Brand

New or
Modified

Weight

Design

Volume

Max
Freq

Power

Base
cost

Retail
price

(Kg)

(Index)

(Dm3)

(KHz)

(W)

($)

($)

SAMA

No

18

70

15

10

94

270

SALT

No

15

35

20

30

119

340

SEMI

No

13

40

40

75

198

540

SELF

No

15

40

45

90

218

550

SIRO

No

20

70

10

12

52

225

SIBI

No

19

60

15

20

99

350

SOLD

No

13

45

30

75

188

575

SONO

No

17

90

48

95

193

440

SUSI

No

18

75

25

12

72

270

SULI

No

14

50

35

70

198

520

INFORMATION ON SONITE MARKET - SALES AND MARKET SHARES

Firm

Brand

Volume sold

Retail sales

Period 0 Period 1 Change


U
A

SAMA
SALT

SEMI

Share

%U

K$

K$

%$

131,863 156,037

18.3%

16.4%

33,108

40,637

22.7%

10.4%

49,730

53.5%

5.2%

13,388

16,691

24.7%

4.3%

118,049 144,051

22.0%

15.2%

57,738

76,742

32.9%

19.6%

32,397

SELF

40,187

35,286

-12.2%

3.7%

21,938

19,282

-12.1%

4.9%

SIRO

94,497 113,646

20.3%

12.0%

19,177

24,561

28.1%

6.3%

SIBI

59,369

68,991

16.2%

7.3%

19,791

23,660

19.5%

6.0%

108,398 140,326

29.5%

14.8%

54,370

79,241

45.7%

20.2%

SOLD
SONO

60,578

51,972

-14.2%

5.5%

23,764

22,746

-4.3%

5.8%

SUSI

54,239

33,651

-38.0%

3.5%

11,787

8,670

-26.4%

2.2%

114,861 156,039

35.9%

16.4%

58,566

79,434

35.6%

20.3%

SULI

06/12/2011

Share Period 0 Period 1 Change

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INDUSTRY I18SF - FIRM O

ANNUAL REPORT

Total Sonite market 814,437 949,730

06/12/2011

16.6%

100.0% 313,626 391,664

Markstrat by StratX 5.1.0.6 - Copyright 2010 by StratX

PERIOD 1

24.9%

100.0%

8/35

INDUSTRY I18SF - FIRM O

ANNUAL REPORT

PERIOD 1

COMPANY REPORT
INDUSTRY I18SF - FIRM O
Based on scenario F5M2A0V1

PERIOD 1
Geetika Shah
ISBPGP
6/6/2011 -->7/15/2011
ISB
India

06/12/2011

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9/35

INDUSTRY I18SF - FIRM O

ANNUAL REPORT

PERIOD 1

COMPANY RESULTS
COMPANY SCORECARD
Unit

Market share
Total
Sonite market
Vodite market
Retail sales
Total
Sonite market
Vodite market
Contribution
Before marketing
After marketing
Net
Cumulative net
Shareholder value
Stock price index
Current return on investment
Cumulative return on investment

Annual results

Evolution since P0

Period 0

Period 1

%change

Ratio
P1/P0

Average
growth

%$
%$
%$

24.9%
24.9%
-

26.0%
26.0%
-

4.5%
4.5%
-

x 1.05
x 1.05
-

4.5%
4.5%
-

K$
K$
K$

78,134
78,134
-

101,987
101,987
-

30.5%
30.5%
-

x 1.31
x 1.31
-

30.5%
30.5%
-

K$
K$
K$
K$

19,235
14,011
13,766
13,766

35,232
30,769
29,506
43,272

83.2%
119.6%
114.3%
214.3%

x 1.83
x 2.20
x 2.14
x 3.14

83.2%
119.6%
114.3%
214.3%

Base 1000
Ratio
Ratio

1,000
2.52
2.52

1,374
5.15
3.87

37.4%
104.7%
53.6%

x 1.37
x 2.05
x 1.54

37.4%
104.7%
53.6%

Unit

Total

Sonite market

U
$
$
K$

192,298
530
343
66,041

192,298
530
343
66,041

U
K$
K$
K$
K$

170,400
-30,793
-16
0
35,232

170,400
-30,793
-16
0
35,232

K$
K$
K$
K$

-3,095
-120
-1,248
30,769

-3,095
-120
-1,248
30,769

K$
K$
K$
K$
K$
K$

-463
-800
0
0
29,506
11,800

-442
-800

COMPANY PERFORMANCE
Sales
Units sold
Average retail price
Average selling price
Revenues
Production
Units produced
Cost of goods sold
Inventory holding cost
Inventory disposal loss
Contribution before marketing
Marketing
Advertising expenditures
Advertising research expenditures
Sales force
Contribution after marketing
Other expenses
Market research studies
Research and development
Interest paid
Exceptional cost or profit
Net contribution
Next period budget

06/12/2011

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Vodite market

-21
0

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INDUSTRY I18SF - FIRM O

ANNUAL REPORT

PERIOD 1

BRAND RESULTS
CONTRIBUTION BY BRAND
Sonite Brands
Base R&D project
Sales
Units sold
Average retail price
Average selling price
Revenues
Production
Units produced
Current unit transfer cost
Average unit transfer cost
Cost of goods sold
Units in inventory
Inventory holding cost
Inventory disposal loss
Contribution before marketing
Marketing
Advertising expenditures
Advertising research expenditures
Sales force
Contribution after marketing

Unit

Total

SOLD
PSOLD

SONO
PSONO

U
$
$
K$

192,298
530
343
66,041

140,326
565
369
51,807

51,972
438
274
14,235

U
$
$
K$
U
K$
K$
K$

170,400
160
-30,793
1,127
-16
0
35,232

136,800
149
149
-20,961
76
-1
0
30,845

33,600
183
189
-9,832
1,051
-15
0
4,387

K$
K$
K$
K$

-3,095
-120
-1,248
30,769

-1,920
-80
-936
27,909

-1,175
-40
-312
2,860

MARKET SHARES AND DISTRIBUTION COVERAGE


Sonite Brands
Market shares
Distribution coverage in %
Specialty stores (30,000 outlets)
Depart. stores (6,750 outlets)
Mass Merchandis. (10,000 outlets)

06/12/2011

Unit
%U
%$
%
%
%

Total
20.2%
26.0%

SOLD
14.8%
20.2%

SONO
5.5%
5.8%

48.2%
46.3%
39.7%

40.2%
22.4%
14.9%

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INDUSTRY I18SF - FIRM O

ANNUAL REPORT

PERIOD 1

RESEARCH & DEVELOPMENT RESULTS


SONITE R&D PROJECTS
Name
PSOLD
PSONO
PSOLO*

Weight
(Kg)
13
17
18

Physical Characteristics
Design
Volume
Max Freq
(Index)
(Dm3)
(KHz)
7
45
30
4
90
48
7
45
32

Power
(W)
75
95
48

Base Cost $
Current
Minimum
realistic
188
139
193
152
171
110

Allocated Budget K$
Cumulative
Req. for
completion
1,500 Avail. in P-1
2,000 Avail. in P-1
800 Avail. in P1

(*) Projects identified in bold have been completed in this period.

06/12/2011

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INDUSTRY I18SF - FIRM O

ANNUAL REPORT

PERIOD 1

CUMULATIVE RESULTS
CUMULATIVE BRAND RESULTS
Sales
Brand

Results since
period

SOLD
SONO

0
0

Production

Marketing

Units sold

Retail sales

Revenues

Cost of
goods sold

KU
249
113

K$
133,611
46,510

K$
87,212
29,227

K$
39,960
21,641

K$
51
318

K$
4,000
3,215

K$
1,548
924

K$
41,652
3,128

361
0
361

180,121
0
180,121

116,438
0
116,438

61,602
0
61,602

370
0
370

7,215
0
7,215

2,472
0
2,472

44,779
0
44,779

Total Sonite
Total Vodite
Total all markets

Inventory
costs

Advertising

Sales force

Contrib. after
mktg.

CUMULATIVE COMPANY PERFORMANCE


Sales
Units sold
Retail sales
Revenues
Production
Cost of goods sold
Inventory holding and disposal cost
Marketing
Total advertising expenditures
Sales force expenditures
Contribution after marketing
Other expenses
Market research studies
Research and development
Interest paid
Exceptional cost or profit
Net contribution

06/12/2011

Unit

Total

Sonite market

Vodite market

KU
K$
K$

361
180,121
116,438

361
180,121
116,438

0
0
0

K$
K$

-61,602
-370

-61,602
-370

0
0

K$
K$
K$

-7,215
-2,472
44,779

-7,215
-2,472
44,779

0
0
0

K$
K$
K$
K$
K$

-708
-800
0
0
43,272

-687
-800

-21
0

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INDUSTRY I18SF - FIRM O

ANNUAL REPORT

PERIOD 1

DECISION SUMMARY
DECISION SUMMARY - BRAND MANAGEMENT
Sonite Brands
Base R&D project
Production planning
Inventory sold to trading company
Recommended retail price
Advertising budget
Advertising research budget

KU
KU
$
K$
K$
Buffs
Singles
Professionals
High earners
Others

Targeted segments in %

Perceptual Objectives
Dimension 1
Objective 1
Dimension 2
Objective 2

SOLD
PSOLD
140
0
575
1,920
80
20
10
20
40
10

SONO
PSONO
42
0
440
1,175
40
30
14
30
16
10

None
None
-

None
None
-

DECISION SUMMARY - SALES FORCE MANAGEMENT


Distribution Channels
Number of salespeople
Sales force effort allocation by brand (%)
SOLD
SONO

Specialty stores
20

Depart. stores
25

Mass Merchandis.
15

60
40

80
20

87
13

100

100

100

TOTAL

DECISION SUMMARY - SONITE R&D PROJECTS


Project

PSOLO

Expenditures
K$
800

Weight
Kg
18

Design
Index
7

Product Characteristics
Volume
Max Freq
Dm3
KHz
45
32

Power
W
48

Base cost
$
168

DECISION SUMMARY - MARKET RESEARCH STUDIES


Study
Industry benchmarking
Consumer survey
Consumer panel
Distribution panel
Semantic scales
Multidimensional scaling
Market forecast
Competitive advertising
Competitive sales force
Advertising experiment
Sales force experiment
Conjoint analysis

06/12/2011

All markets
No
-

Market covered by study


Sonite
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes

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Vodite
No
No
No
Yes
No
Yes
No
No
No
No
No

14/35

INDUSTRY I18SF - FIRM O

ANNUAL REPORT

PERIOD 1

DECISION SUMMARY - LOAN AND BUDGET MODIFICATION


Corporate finance department
Increase in budget
Decrease in budget
Bank
Capital borrowed
Duration in number of periods
Interest rate

06/12/2011

K$
K$

0
0

K$

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ANNUAL REPORT

PERIOD 1

NEWSLETTER
INDUSTRY I18SF - FIRM O
Based on scenario F5M2A0V1
PERIOD 1
Geetika Shah
ISBPGP
6/6/2011 -->7/15/2011
ISB
India

06/12/2011

Markstrat by StratX 5.1.0.6 - Copyright 2010 by StratX

16/35

INDUSTRY I18SF - FIRM O

ANNUAL REPORT

PERIOD 1

STOCK MARKET AND KEY PERFORMANCE INDICATORS


STOCK MARKET
Firm
O
E
U
A
I

Stock price index


base 1000
1,374
1,222
1,218
1,170
1,160

Market capitalization
K$
383,048
353,593
377,359
249,382
233,312

Net contribution (K$)


Period 1
Cumulative
29,506
43,272
25,620
39,907
25,535
40,832
15,682
26,211
14,277
24,211

COMPANY KEY PERFORMANCE INDICATORS


(period 1 values)

Market share
Total
Sonite market
Vodite market
Retail sales
Total
Sonite market
Vodite market
Contribution
Before marketing
After marketing
Net
Cumulative net
Shareholder value
Stock price index
Market capitalization
Current return on investment
Cumulative return on investment

Unit

%$
%$
%$

14.6%
14.6%
-

24.5%
24.5%
-

12.3%
12.3%
-

26.0%
26.0%
-

22.5%
22.5%
-

K$
K$
K$

57,328
57,328
-

96,024
96,024
-

48,221
48,221
-

101,987
101,987
-

88,104
88,104
-

K$
K$
K$
K$

21,254
17,145
15,682
26,211

31,132
26,783
25,620
39,907

20,688
15,740
14,277
24,211

35,232
30,769
29,506
43,272

31,477
26,898
25,535
40,832

Base 1000
K$
Ratio
Ratio

1,170
249,382
2.81
2.37

1,222
353,593
4.65
3.63

1,160
233,312
2.23
2.04

1,374
383,048
5.15
3.87

1,218
377,359
4.30
3.58

-1.3%
-1.3%
-

-3.5%
-3.5%
-

-0.9%
-0.9%
-

4.5%
4.5%
-

0.3%
0.3%
-

23.3%
23.3%
-

20.5%
20.5%
-

23.7%
23.7%
-

30.5%
30.5%
-

25.2%
25.2%
-

32.9%
59.1%
48.9%
148.9%

57.6%
84.3%
79.3%
179.3%

34.3%
54.6%
43.7%
143.7%

83.2%
119.6%
114.3%
214.3%

51.6%
73.1%
66.9%
166.9%

17.0%
17.0%
46.2%
23.3%

22.2%
22.2%
77.9%
39.1%

16.0%
16.0%
22.6%
12.2%

37.4%
37.4%
104.7%
53.6%

21.8%
21.8%
53.7%
27.9%

COMPANY KEY PERFORMANCE INDICATORS


(% change from period 0 to period 1)

Market share
Total
Sonite market
Vodite market
Retail sales
Total
Sonite market
Vodite market
Contribution
Before marketing
After marketing
Net
Cumulative net
Shareholder value
Stock price index
Market capitalization
Current return on investment
Cumulative return on investment

06/12/2011

Markstrat by StratX 5.1.0.6 - Copyright 2010 by StratX

17/35

INDUSTRY I18SF - FIRM O

ANNUAL REPORT

PERIOD 1

ECONOMIC VARIABLES AND COSTS


ECONOMIC VARIABLES
Unit
GNP growth rates
Inflation rate
Production
Inventory holding cost per annum
Loss incurred for inventory disposal
Sales force
Salesperson operating cost
Salesperson hiring and training cost
Salesperson firing cost

Forecast value
Period 2
3.0%
2.0%

%change

%
%

Actual value
Period 1
3.0%
2.0%

% transf. cost
% transf. cost

8.0%
20.0%

8.0%
20.0%

0.0%
0.0%

$
$
$

20,808
3,121
5,202

21,224
3,184
5,306

2.0%
2.0%
2.0%

0.0%
0.0%

COST OF MARKET RESEARCH STUDIES NEXT PERIOD


(all numbers in K$)
Study
Industry benchmarking
Consumer survey
Consumer panel
Distribution panel
Semantic scales
Multidimensional scaling
Market forecast
Competitive advertising
Competitive sales force
Advertising experiment
Sales force experiment
Conjoint analysis
Total market
Total if all studies ordered

06/12/2011

All markets
32

32
871

Market covered by study


Sonite

Vodite

64
106
64
11
37
21
32
16
27
37
37
452

42
74
53
11
37
21
32
16
27
37
37
387

Markstrat by StratX 5.1.0.6 - Copyright 2010 by StratX

18/35

INDUSTRY I18SF - FIRM O

ANNUAL REPORT

PERIOD 1

INFORMATION ON SONITE MARKET


CHARACTERISTICS OF MARKETED SONITE BRANDS
Firm

Brand

SAMA
SALT
SEMI
SELF
SIRO
SIBI
SOLD
SONO
SUSI
SULI

E
I
O
U

New or
Modified
No
No
No
No
No
No
No
No
No
No

Weight
(Kg)
18
15
13
15
20
19
13
17
18
14

Physical characteristics
Design
Volume
Max Freq
(Index)
(Dm3)
(KHz)
5
70
15
4
35
20
7
40
40
4
40
45
3
70
10
8
60
15
7
45
30
4
90
48
3
75
25
7
50
35

Power
(W)
10
30
75
90
12
20
75
95
12
70

Base cost
($)
94
119
198
218
52
99
188
193
72
198

Retail price
($)
270
340
540
550
225
350
575
440
270
520

Retail sales
Period 1
Change
K$
%
40,637
22.7%
16,691
24.7%
76,742
32.9%
19,282
-12.1%
24,561
28.1%
23,660
19.5%
79,241
45.7%
22,746
-4.3%
8,670
-26.4%
79,434
35.6%
391,664
24.9%

Share
%$
10.4%
4.3%
19.6%
4.9%
6.3%
6.0%
20.2%
5.8%
2.2%
20.3%
100.0%

INFORMATION ON SONITE MARKET - SALES AND MARKET SHARES


Firm

Brand

SAMA
SALT
E
SEMI
SELF
I
SIRO
SIBI
O
SOLD
SONO
U
SUSI
SULI
Total Sonite market

06/12/2011

Period 0
U
131,863
32,397
118,049
40,187
94,497
59,369
108,398
60,578
54,239
114,861
814,437

Volume sold
Period 1
Change
U
%
156,037
18.3%
49,730
53.5%
144,051
22.0%
35,286
-12.2%
113,646
20.3%
68,991
16.2%
140,326
29.5%
51,972
-14.2%
33,651
-38.0%
156,039
35.9%
949,730
16.6%

Share
%U
16.4%
5.2%
15.2%
3.7%
12.0%
7.3%
14.8%
5.5%
3.5%
16.4%
100.0%

Period 0
K$
33,108
13,388
57,738
21,938
19,177
19,791
54,370
23,764
11,787
58,566
313,626

Markstrat by StratX 5.1.0.6 - Copyright 2010 by StratX

19/35

INDUSTRY I18SF - FIRM O

ANNUAL REPORT

PERIOD 1

MARKET RESEARCH STUDIES


INDUSTRY I18SF - FIRM O
Based on scenario F5M2A0V1
PERIOD 1
Geetika Shah
ISBPGP
6/6/2011 -->7/15/2011
ISB
India

06/12/2011

Markstrat by StratX 5.1.0.6 - Copyright 2010 by StratX

20/35

INDUSTRY I18SF - FIRM O

ANNUAL REPORT

PERIOD 1

CONSUMER SURVEY - SONITE MARKET


CONSUMER SURVEY - BRAND AWARENESS BY SEGMENT
Firm
A
E
I
O
U

Brand
SAMA
SALT
SEMI
SELF
SIRO
SIBI
SOLD
SONO
SUSI
SULI

Buffs
53.5%
62.7%
73.2%
53.7%
54.9%
68.1%
64.0%
51.6%
25.8%
72.1%

Singles
68.5%
68.4%
61.6%
45.0%
73.1%
77.6%
56.3%
44.8%
32.3%
68.2%

Pros
42.8%
55.7%
73.7%
55.1%
47.9%
60.8%
65.0%
53.2%
27.2%
79.5%

HiEarners
50.5%
62.8%
76.0%
54.7%
55.8%
65.4%
76.8%
50.9%
30.2%
81.6%

Others
66.4%
37.7%
42.6%
29.4%
72.9%
52.7%
42.3%
33.1%
29.5%
51.8%

Total
57.2%
55.4%
63.0%
45.8%
61.9%
63.7%
58.5%
45.4%
28.9%
68.5%

Others
37.6%
3.5%
1.2%
0.7%
32.1%
5.7%
1.2%
0.9%
15.4%
1.6%
100.0%

Total
14.7%
6.5%
13.4%
4.5%
12.6%
7.1%
10.8%
6.3%
6.3%
17.7%
100.0%

CONSUMER SURVEY - PURCHASE INTENTIONS


Firm
A
E
I
O
U
Total

Brand
SAMA
SALT
SEMI
SELF
SIRO
SIBI
SOLD
SONO
SUSI
SULI

Buffs
4.6%
8.3%
15.5%
10.9%
4.4%
7.1%
11.5%
20.6%
2.4%
14.8%
100.0%

Singles
15.2%
15.8%
7.2%
4.0%
12.7%
17.6%
6.4%
5.0%
7.2%
8.8%
100.0%

Pros
0.6%
2.2%
31.8%
4.9%
0.6%
2.0%
19.6%
3.5%
0.4%
34.4%
100.0%

HiEarners
0.4%
1.7%
19.6%
2.4%
0.4%
1.5%
24.7%
1.5%
0.2%
47.5%
100.0%

CONSUMER SURVEY - SHOPPING HABITS


Segment
Buffs
Singles
Professionals
High earners
Others
Total

06/12/2011

Specialty stores
70.0%
40.0%
50.0%
20.0%
20.0%
39.8%

Depart. stores
25.0%
40.0%
30.0%
50.0%
40.0%
36.3%

Mass Merchandis.
5.0%
20.0%
20.0%
30.0%
40.0%
23.9%

Markstrat by StratX 5.1.0.6 - Copyright 2010 by StratX

Total
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%

21/35

INDUSTRY I18SF - FIRM O

ANNUAL REPORT

PERIOD 1

CONSUMER PANEL - SONITE MARKET


CONSUMER PANEL - MARKET SHARES BASED ON UNIT SALES
Firm
A
E
I
O
U

Brand
SAMA
SALT
SEMI
SELF
SIRO
SIBI
SOLD
SONO
SUSI
SULI

Total
Total sales (U)
Total sales (% Total)

06/12/2011

Buffs
4.2%
6.8%
18.5%
10.2%
3.3%
7.0%
15.9%
19.3%
1.0%
13.8%
100.0%
190,188
20.0%

Singles
17.1%
14.0%
8.5%
3.2%
11.9%
19.4%
9.2%
4.1%
3.9%
8.5%
100.0%
173,362
18.3%

Pros
0.6%
1.7%
33.7%
3.7%
0.5%
1.9%
25.2%
2.7%
0.2%
29.9%
100.0%
194,120
20.4%

HiEarners
0.5%
1.4%
19.9%
1.5%
0.4%
1.6%
32.1%
1.0%
0.1%
41.6%
100.0%
127,475
13.4%

Others
44.1%
2.8%
1.3%
0.4%
32.3%
6.1%
1.6%
0.6%
9.2%
1.5%
100.0%
264,585
27.9%

Total
16.4%
5.2%
15.2%
3.7%
12.0%
7.3%
14.8%
5.5%
3.5%
16.4%
100.0%
949,730
100.0%

Markstrat by StratX 5.1.0.6 - Copyright 2010 by StratX

22/35

INDUSTRY I18SF - FIRM O

ANNUAL REPORT

PERIOD 1

DISTRIBUTION PANEL - SONITE MARKET


DISTRIBUTION PANEL - MARKET SHARES BASED ON UNIT SALES
Firm
A
E
I
O
U

Brand
SAMA
SALT
SEMI
SELF
SIRO
SIBI
SOLD
SONO
SUSI
SULI

Total
Total sales (U)
Total sales (% Total)

Specialty stores
7.9%
5.4%
20.4%
6.7%
5.8%
6.9%
16.9%
10.2%
1.8%
18.0%
100.0%
376,806
39.7%

Depart. stores
20.0%
6.4%
13.5%
2.2%
13.3%
8.2%
14.5%
3.1%
3.2%
15.6%
100.0%
354,688
37.3%

Mass Merchandis.
25.3%
2.9%
8.9%
1.0%
20.6%
6.4%
11.5%
1.3%
7.1%
15.0%
100.0%
218,236
23.0%

Total
16.4%
5.2%
15.2%
3.7%
12.0%
7.3%
14.8%
5.5%
3.5%
16.4%
100.0%
949,730
100.0%

DISTRIBUTION PANEL - DISTRIBUTION COVERAGE BY CHANNEL


Firm
A

Brand
SAMA
SALT
E
SEMI
SELF
I
SIRO
SIBI
O
SOLD
SONO
U
SUSI
SULI
Total number of outlets

06/12/2011

Specialty stores
27.6%
27.3%
55.1%
41.2%
22.4%
35.2%
48.2%
40.2%
13.5%
52.1%
30,000

Depart. stores
49.0%
40.8%
47.2%
21.7%
35.8%
46.6%
46.3%
22.4%
16.0%
45.0%
6,750

Mass Merchandis.
39.7%
18.9%
32.1%
13.5%
38.5%
36.3%
39.7%
14.9%
28.0%
48.1%
10,000

Markstrat by StratX 5.1.0.6 - Copyright 2010 by StratX

23/35

INDUSTRY I18SF - FIRM O

ANNUAL REPORT

PERIOD 1

SEMANTIC SCALES - SONITE MARKET


SEMANTIC SCALES - IDEAL VALUES (1 TO 7)
Segment
Buffs
Singles
Pros
HiEarners
Others
Importance of characteristic (1)

Weight
3.42
6.09
2.53
4.80
5.44

Design
1.95
5.26
5.54
5.84
3.97

Volume
2.08
5.03
3.08
4.62
6.20

Max Freq
6.00
4.32
5.49
4.54
2.72

Power
6.24
4.11
5.25
4.71
2.39

Price
3.72
3.01
5.47
5.83
2.12

10

Volume
4.86
2.04
2.39
2.39
4.86
4.00
2.76
6.32
5.24
3.14

Max Freq
2.23
2.88
5.77
6.39
1.70
2.23
4.41
6.50
3.59
5.12

Power
1.50
2.39
5.31
6.18
1.67
1.83
5.31
6.45
1.50
5.01

Price
2.65
4.81
6.29
6.43
2.03
4.58
6.45
5.52
2.38
6.23

(1) On a scale from 1 to 10 - 1 = Not important - 10 = Very important

SEMANTIC SCALES - BRAND PERCEPTIONS (1 TO 7)


Firm
A
E
I
O
U

06/12/2011

Brand
SAMA
SALT
SEMI
SELF
SIRO
SIBI
SOLD
SONO
SUSI
SULI

Weight
5.89
4.00
2.69
4.00
6.50
6.45
2.69
5.31
5.89
3.30

Design
2.34
1.63
4.77
1.63
1.50
5.66
4.77
1.63
1.50
4.77

Markstrat by StratX 5.1.0.6 - Copyright 2010 by StratX

24/35

INDUSTRY I18SF - FIRM O

ANNUAL REPORT

PERIOD 1

MULTIDIMENSIONAL SCALING - SONITE MARKET


MULTIDIMENSIONAL SCALING - IDEAL VALUES (-20 TO +20)
Segment
Buffs
Singles
Pros
HiEarners
Others

Economy
1.9
6.6
-9.8
-12.2
12.5

Performance
14.6
1.0
8.7
4.5
-10.2

Convenience
-6.6
3.1
9.4
7.2
-4.0

MULTIDIMENSIONAL SCALING - BRAND PERCEPTIONS (-20 TO +20)


Firm
A
E
I
O
U

Brand
SAMA
SALT
SEMI
SELF
SIRO
SIBI
SOLD
SONO
SUSI
SULI

Economy
9.0
-5.4
-15.3
-16.2
13.2
-3.9
-16.3
-10.1
10.8
-14.9

Performance
-16.6
-9.9
9.5
14.9
-15.5
-13.8
7.3
16.9
-13.8
6.9

Convenience
-10.2
-8.4
6.6
-8.9
-17.1
6.1
6.1
-15.0
-16.9
5.2

MULTIDIMENSIONAL SCALING
INFLUENCE OF PRODUCT CHARACTERISTICS ON MDS DIMENSIONS

Economy
Performance
Convenience

06/12/2011

Weight
(Kg)
Slight
Slight
Moderate

Design
(Index)
Slight
Slight
Strong

Volume
(Dm3)
Slight
Slight
Moderate

Max Freq
(KHz)
Slight
Strong
Slight

Power
(W)
Moderate
Very strong
Slight

Markstrat by StratX 5.1.0.6 - Copyright 2010 by StratX

Price
($)
Strong
Moderate
Slight

25/35

INDUSTRY I18SF - FIRM O

ANNUAL REPORT

PERIOD 1

MARKET FORECAST - SONITE MARKET


MARKET FORECAST - SEGMENT SIZES AND GROWTH RATES
Segment
Segment sizes in KU
Actual size this period
Forecasted size next period
Forecasted size in five periods
Relative segment sizes in %
Actual size this period
Forecasted size next period
Forecasted size in five periods
Forecasted growth rates in %
Next period
Total over next five periods
Average over next five periods

06/12/2011

Buffs

Singles

Pros

HiEarners

Others

Total

190
186
155

173
214
566

194
230
332

127
158
249

265
313
623

950
1,101
1,924

20.0%
16.9%
8.0%

18.3%
19.5%
29.4%

20.4%
20.9%
17.3%

13.4%
14.3%
12.9%

27.9%
28.5%
32.4%

100.0%
100.0%
100.0%

-2.1%
-18.7%
-4.1%

23.6%
226.4%
26.7%

18.5%
71.0%
11.3%

23.6%
95.4%
14.3%

18.4%
135.4%
18.7%

16.0%
102.6%
15.2%

Markstrat by StratX 5.1.0.6 - Copyright 2010 by StratX

26/35

INDUSTRY I18SF - FIRM O

ANNUAL REPORT

PERIOD 1

COMPETITIVE ADVERTISING - SONITE MARKET


COMPETITIVE ADVERTISING - ESTIMATED TOTAL EXPENDITURES
(all numbers in K$)
Firm
A

Brand
SAMA
SALT
TOTAL
SEMI
SELF
TOTAL
SIRO
SIBI
TOTAL
SOLD
SONO
TOTAL
SUSI
SULI
TOTAL

Buffs
250
350
600
650
100
750
300
350
650
400
300
700
50
500
550
3,250
325
650

TOTAL
AVERAGE BY BRAND
AVERAGE BY FIRM

Singles
350
350
700
350
100
450
500
450
950
300
200
500
100
450
550
3,150
315
630

Pros
250
200
450
650
100
750
300
350
650
400
300
700
50
850
900
3,450
345
690

HiEarners
250
250
500
550
100
650
300
300
600
600
200
800
50
750
800
3,350
335
670

Others
500
200
700
300
100
400
600
300
900
300
200
500
100
450
550
3,050
305
610

Total
1,600
1,350
2,950
2,500
500
3,000
2,000
1,750
3,750
2,000
1,200
3,200
350
3,000
3,350
16,250
1,625
3,250

COMPETITIVE ADVERTISING
ESTIMATED COMMUNICATION DIMENSIONS AND MESSAGE QUALITY
Firm
A
E
I
O
U

Brand
SAMA
SALT
SEMI
SELF
SIRO
SIBI
SOLD
SONO
SUSI
SULI

Communication Dimensions
Performance
-

Message Quality
Poor
Poor
Poor
Poor
Poor
Poor
Poor
Poor
Poor
Average

COMPETITIVE SALES FORCE - SONITE MARKET


COMPETITIVE SALES FORCES - ESTIMATED SIZES
(in number of salespeople)
Firm
A

Brand
SAMA
SALT
TOTAL
SEMI
SELF
TOTAL
SIRO
SIBI
TOTAL
SOLD
SONO
TOTAL
SUSI
SULI
TOTAL

TOTAL
AVERAGE BY BRAND
AVERAGE BY FIRM

06/12/2011

Specialty stores
5
5
10
16
9
25
3
7
10
12
8
20
1
14
15
80
8
16

Depart. stores
21
14
35
20
5
25
10
20
30
20
5
25
3
17
20
135
14
27

Markstrat by StratX 5.1.0.6 - Copyright 2010 by StratX

Mass Merchandis.
12
3
15
8
2
10
10
10
20
13
2
15
6
19
25
85
9
17

Total
38
22
60
44
16
60
23
37
60
45
15
60
10
50
60
300
30
60

27/35

INDUSTRY I18SF - FIRM O

ANNUAL REPORT

PERIOD 1

ADVERTISING EXPERIMENT - SONITE MARKET


EXPECTED RESULTS WITH INCREASED ADVERTISING BUDGET
SOLD
SONO
Change in awareness (%)
Buffs
2.0%
2.4%
Singles
2.1%
2.0%
Professionals
1.9%
2.3%
High earners
1.5%
2.2%
Others
1.9%
1.2%
Change in market share (%)
Buffs
0.5%
0.5%
Singles
0.4%
0.2%
Professionals
0.2%
0.2%
High earners
-0.2%
0.0%
Others
0.1%
0.0%
Change in contribution after marketing (K$)
107
-52
Notes.
These results would have been achieved by a given brand if its advertising budget
had been increased by 20% and if competitive actions had remained unchanged.

SALES FORCE EXPERIMENT - SONITE MARKET


EXPECTED RESULTS WITH INCREASED SALES FORCE
SOLD
SONO
Change in number of distributors (U)
Specialty stores
1,282
1,485
Depart. stores
271
234
Mass Merchandis.
518
364
Change in market share (%)
Specialty stores
1.0%
1.0%
Depart. stores
0.9%
0.4%
Mass Merchandis.
1.1%
0.2%
Change in contribution after marketing (K$)
1,600
460
Notes.
These results would have been achieved if the number of salespeople had been
increased by 10 in each channel and if competitive actions had remained unchanged.

06/12/2011

Markstrat by StratX 5.1.0.6 - Copyright 2010 by StratX

28/35

INDUSTRY I18SF - FIRM O

ANNUAL REPORT

PERIOD 1

CONJOINT ANALYSIS - SONITE MARKET


CONJOINT ANALYSIS - RELATIVE IMPORTANCE OF CHARACTERISTICS
Segment
Buffs
Singles
Pros
HiEarners
Others

Design
1.0%
0.3%
1.7%
7.3%
8.6%

Max Freq
9.9%
1.9%
3.1%
1.9%
1.4%

Power
32.7%
24.0%
30.8%
39.1%
30.1%

2
4
0.41
34
0.38
68
0.36
295
1.00

3
5
0.41
42
0.44
84
0.59
374
0.37

Price
56.4%
73.8%
64.4%
51.7%
59.8%

Total
100.0%
100.0%
100.0%
100.0%
100.0%

CONJOINT ANALYSIS - UTILITIES - SEGMENT BUFFS


Design
Max Freq
Power
Price

06/12/2011

Level
Utility
Level
Utility
Level
Utility
Level
Utility

Unit
Index
[0,1]
KHz
[0,1]
W
[0,1]
$
[0,1]

1
3
0.39
26
0.31
52
0.04
216
0.24

Markstrat by StratX 5.1.0.6 - Copyright 2010 by StratX

4 Importance
6
1.0%
0.41
50
9.9%
0.48
100
32.7%
0.62
453
56.4%
0.00

29/35

INDUSTRY I18SF - FIRM O

ANNUAL REPORT

PERIOD 1

CONJOINT ANALYSIS - UTILITIES - SEGMENT SINGLES


Design
Max Freq
Power
Price

06/12/2011

Level
Utility
Level
Utility
Level
Utility
Level
Utility

Unit
Index
[0,1]
KHz
[0,1]
W
[0,1]
$
[0,1]

1
7
0.60
18
0.58
31
0.43
169
0.48

2
8
0.60
26
0.61
47
0.72
248
1.00

3
9
0.60
34
0.61
63
0.76
327
0.93

Markstrat by StratX 5.1.0.6 - Copyright 2010 by StratX

4 Importance
10
0.3%
0.60
42
1.9%
0.60
79
24.0%
0.50
406
73.8%
0.00

30/35

INDUSTRY I18SF - FIRM O

ANNUAL REPORT

PERIOD 1

CONJOINT ANALYSIS - UTILITIES - SEGMENT PROFESSIONALS


Design
Max Freq
Power
Price

06/12/2011

Level
Utility
Level
Utility
Level
Utility
Level
Utility

Unit
Index
[0,1]
KHz
[0,1]
W
[0,1]
$
[0,1]

1
7
0.41
26
0.43
51
0.18
335
0.00

2
8
0.43
34
0.45
67
0.65
414
1.00

3
9
0.44
42
0.43
83
0.63
493
0.52

Markstrat by StratX 5.1.0.6 - Copyright 2010 by StratX

4 Importance
10
1.7%
0.43
50
3.1%
0.40
99
30.8%
0.24
572
64.4%
0.18

31/35

INDUSTRY I18SF - FIRM O

ANNUAL REPORT

PERIOD 1

CONJOINT ANALYSIS - UTILITIES - SEGMENT HIGH EARNERS


Design
Max Freq
Power
Price

06/12/2011

Level
Utility
Level
Utility
Level
Utility
Level
Utility

Unit
Index
[0,1]
KHz
[0,1]
W
[0,1]
$
[0,1]

1
7
0.46
19
0.56
40
0.17
335
0.00

2
8
0.59
27
0.57
56
0.83
414
1.00

3
9
0.60
35
0.57
72
0.92
493
0.88

Markstrat by StratX 5.1.0.6 - Copyright 2010 by StratX

4 Importance
10
7.3%
0.59
43
1.9%
0.54
88
39.1%
0.31
572
51.7%
0.36

32/35

INDUSTRY I18SF - FIRM O

ANNUAL REPORT

PERIOD 1

CONJOINT ANALYSIS - UTILITIES - SEGMENT OTHERS


Design
Max Freq
Power
Price

06/12/2011

Level
Utility
Level
Utility
Level
Utility
Level
Utility

Unit
Index
[0,1]
KHz
[0,1]
W
[0,1]
$
[0,1]

1
5
0.61
6
0.69
5
0.46
101
0.96

2
6
0.73
14
0.71
21
0.89
180
1.00

3
7
0.75
22
0.71
37
0.97
259
0.85

Markstrat by StratX 5.1.0.6 - Copyright 2010 by StratX

4 Importance
8
8.6%
0.73
30
1.4%
0.71
53
30.1%
0.49
338
59.8%
0.00

33/35

INDUSTRY I18SF - FIRM O

ANNUAL REPORT

PERIOD 1

SEMANTIC SCALES - VODITE MARKET


SEMANTIC SCALES - IDEAL VALUES (1 TO 7)
Segment
Innovs
Adopters
Followers
Importance of characteristic (1)

Autonomy
4.60
5.09
3.40

Max Freq
4.90
4.04
3.14

Diameter
3.78
3.10
4.49

Design
3.40
4.11
4.47

Weight
4.23
3.66
4.68

Price
6.10
5.35
4.68

10

(1) On a scale from 1 to 10 - 1 = Not important - 10 = Very important

06/12/2011

Markstrat by StratX 5.1.0.6 - Copyright 2010 by StratX

34/35

INDUSTRY I18SF - FIRM O

ANNUAL REPORT

PERIOD 1

MARKET FORECAST - VODITE MARKET


MARKET FORECAST - SEGMENT SIZES AND GROWTH RATES
Segment
Segment sizes in KU
Actual size this period
Forecasted size at introduction period
Forecasted size 5 periods after intro.
Relative segment sizes in %
Actual size this period
Forecasted size at introduction period
Forecasted size 5 periods after intro.
Forecasted growth rates in %
Next period
Total over first five periods
Average over first five periods

06/12/2011

Innovs

Adopters

Followers

Total

0
80
139

0
40
231

0
13
616

0
133
985

0.0%
60.0%
14.1%

0.0%
30.0%
23.4%

0.0%
10.0%
62.5%

0.0%
100.0%
100.0%

73.3%
14.7%

477.5%
55.0%

4516.8%
160.7%

638.9%
64.9%

Markstrat by StratX 5.1.0.6 - Copyright 2010 by StratX

35/35