I1SA I Annual Report P01

INDUSTRY I1SA - FIRM I
ANNUAL REPORT
PERIOD 1
COMPANY REPORT
Based on scenario F5M2A020
PERIOD 1
Sreenath Kanugovi
MKDM-2012
6/4/2012 -->7/15/2012
Indian School of Business
India
6/11/2012
Markstrat by StratX 5.1.0.7 - Copyright 2010 by StratX
1/28
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
%$
%$
%$
12.4%
12.4%
-
12.3%
12.3%
-
-0.9%
-0.9%
-
x 0.99
x 0.99
-
-0.9%
-0.9%
-
K$
K$
K$
38,968
38,968
-
48,221
48,221
-
23.7%
23.7%
-
x 1.24
x 1.24
-
23.7%
23.7%
-
K$
K$
K$
K$
15,403
10,179
9,935
9,935
20,688
15,740
12,897
22,831
34.3%
54.6%
29.8%
129.8%
x 1.34
x 1.55
x 1.30
x 2.30
34.3%
54.6%
29.8%
129.8%
Base 1000
Ratio
Ratio
1,000
1.82
1.82
1,160
1.66
1.72
16.0%
-8.9%
-5.2%
x 1.16
x 0.91
x 0.95
16.0%
-8.9%
-5.2%
Unit
Total
Sonite market
U
$
$
K$
182,637
264
177
32,360
182,637
264
177
32,360
U
K$
K$
K$
K$
193,700
-11,199
-473
0
20,688
193,700
-11,199
-473
0
20,688
K$
K$
K$
K$
-3,540
-160
-1,248
15,740
-3,540
-160
-1,248
15,740
K$
K$
K$
K$
K$
K$
-463
-2,380
0
0
12,897
8,300
-442
-2,380
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
6/11/2012
Vodite market
-21
0
2/28
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
Unit
Total
SIRO
PSIRO
SIBI
PSIBI
U
$
$
K$
182,637
264
177
32,360
113,646
216
147
16,704
68,991
343
227
15,656
U
$
$
K$
U
K$
K$
K$
193,700
61
-11,199
71,697
-473
0
20,688
113,700
43
43
-4,880
57
0
0
11,823
80,000
82
92
-6,319
71,640
-473
0
8,865
K$
K$
K$
K$
-3,540
-160
-1,248
15,740
-1,920
-80
-479
9,345
-1,620
-80
-770
6,395
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)
6/11/2012
Unit
%U
%$
%
%
%
Total
19.2%
12.3%
SIRO
12.0%
6.3%
SIBI
7.3%
6.0%
22.4%
35.8%
38.5%
35.2%
46.6%
36.3%
3/28
ANNUAL REPORT
PERIOD 1
RESEARCH & DEVELOPMENT RESULTS

SONITE R&D PROJECTS
Name
PSIRO
PSIBI
PSING*
Weight
(Kg)
20
19
10
Physical Characteristics
Design
Volume
Max Freq
(Index)
(Dm3)
(KHz)
3
70
10
8
60
15
7
50
40
Power
(W)
12
20
72
Base Cost $
Current
Minimum
realistic
52
39
99
70
204
141
Allocated Budget K$
Cumulative
Req. for
completion
1,500 Avail. in P-1
2,000 Avail. in P-1
2,380 Avail. in P1
(*) Projects identified in bold have been completed in this period.
6/11/2012
4/28
ANNUAL REPORT
PERIOD 1
CUMULATIVE RESULTS
CUMULATIVE BRAND RESULTS
Sales
Brand
Results since
period
SIRO
SIBI
0
0
Production
Marketing
Units sold
Retail sales
Revenues
Cost of
goods sold
KU
208
128
K$
43,737
43,451
K$
29,670
28,727
K$
9,668
11,723
K$
0
914
K$
4,000
3,700
K$
1,091
1,382
K$
14,911
11,008
337
0
337
87,189
0
87,189
58,397
0
58,397
21,391
0
21,391
914
0
914
7,700
0
7,700
2,472
0
2,472
25,919
0
25,919
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
Other expenses
Market research studies
Research and development
Interest paid
Exceptional cost or profit
Net contribution
6/11/2012
Unit
Total
Sonite market
Vodite market
KU
K$
K$
337
87,189
58,397
337
87,189
58,397
0
0
0
K$
K$
-21,391
-914
-21,391
-914
0
0
K$
K$
K$
-7,700
-2,472
25,919
-7,700
-2,472
25,919
0
0
0
K$
K$
K$
K$
K$
-708
-2,380
0
0
22,831
-687
-2,380
-21
0
5/28
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
SIRO
PSIRO
100
0
225
1,920
80
10
30
10
10
40
SIBI
PSIBI
100
0
350
1,620
80
20
30
20
15
15
Performance
[1,7] or [-20,+20]
-10.0
None
[1,7] or [-20,+20]
-
None
None
-
KU
KU
$
K$
K$
Buffs
Singles
Professionals
High earners
Others
Targeted segments in %
Perceptual Objectives
Dimension 1
Objective 1
Dimension 2
Objective 2
DECISION SUMMARY - SALES FORCE MANAGEMENT

Distribution Channels
Number of salespeople
Sales force effort allocation by brand (%)
SIRO
SIBI
Specialty stores
10
Depart. stores
30
Mass Merchandis.
20
30
70
33
67
50
50
100
100
100
TOTAL
DECISION SUMMARY - SONITE R&D PROJECTS

Project
Expenditures
K$
2,380
PSING
Weight
Kg
10
Design
Index
7
Product Characteristics
Volume
Max Freq
Dm3
KHz
50
40
Power
W
72
Base cost
$
200
DECISION SUMMARY - SONITE ONLINE QUERIES

Query made
Physical Characteristics
Requested
Online Query Results

Budget
required
K$
2,380
on project
Weight
Design
Volume
Max Freq
Power
base cost
Min. unit
cost
PSING
(Kg)
10
(Index)
7
(Dm3)
50
(KHz)
40
(W)
72
$
200
$
161
6/11/2012
6/28
ANNUAL REPORT
PERIOD 1
DECISION SUMMARY - MARKET RESEARCH STUDIES

Study
All markets
No
-
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
Market covered by study

Sonite
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Vodite
No
No
No
Yes
No
Yes
No
No
No
No
No
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
6/11/2012
K$
K$
0
0
K$
7/28
ANNUAL REPORT
PERIOD 1
NEWSLETTER
PERIOD 1
Sreenath Kanugovi
MKDM-2012
6/4/2012 -->7/15/2012
India
6/11/2012
8/28
ANNUAL REPORT
PERIOD 1
STOCK MARKET AND KEY PERFORMANCE INDICATORS

STOCK MARKET
Firm
O
Stock price index

base 1000
1,374
E
U
A
I
1,222
1,218
1,170
1,160
Market capitalization
K$
Net contribution (K$)

Period 1
Cumulative
383,048
353,593
377,359
249,382
233,312
29,016
25,540
25,055
14,182
12,897
42,782
39,827
40,352
24,711
22,831
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
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
14,182
24,711
31,132
26,783
25,540
39,827
20,688
15,740
12,897
22,831
35,232
30,769
29,016
42,782
31,477
26,898
25,055
40,352
Base 1000
K$
Ratio
Ratio
1,170
249,382
2.01
1.97
1,222
353,593
4.57
3.60
1,160
233,312
1.66
1.72
1,374
383,048
4.67
3.66
1,218
377,359
3.90
3.39
-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%
34.7%
134.7%
57.6%
84.3%
78.8%
178.8%
34.3%
54.6%
29.8%
129.8%
83.2%
119.6%
110.8%
210.8%
51.6%
73.1%
63.8%
163.8%
17.0%
17.0%
4.2%
2.4%
22.2%
22.2%
74.8%
37.8%
16.0%
16.0%
-8.9%
-5.2%
37.4%
37.4%
85.4%
45.4%
21.8%
21.8%
39.5%
21.3%
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
6/11/2012
9/28
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
6/11/2012
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
10/28
ANNUAL REPORT
PERIOD 1
INFORMATION ON SONITE MARKET

CHARACTERISTICS OF MARKETED SONITE BRANDS
Firm
Brand
New or
Modified
SAMA
SALT
SEMI
SELF
SIRO
SIBI
SOLD
SONO
SUSI
SULI
No
No
No
No
No
No
No
No
No
No
E
I
O
U
Weight
(Kg)
18
15
13
15
20
19
13
17
18
14
Physical characteristics
Design
Volume
Max Freq
(Index)
(Dm3)
(KHz)
5
4
7
4
3
8
7
4
3
7
70
35
40
40
70
60
45
90
75
50
Power
(W)
Base cost
($)
Retail price
($)
10
30
75
90
12
20
75
95
12
70
94
119
198
218
52
99
188
193
72
198
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%
15
20
40
45
10
15
30
48
25
35
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
6/11/2012
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
11/28
ANNUAL REPORT
PERIOD 1
MARKET RESEARCH STUDIES

PERIOD 1
Sreenath Kanugovi
MKDM-2012
6/4/2012 -->7/15/2012
India
6/11/2012
12/28
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
6/11/2012
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%
Total
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%
13/28
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)
6/11/2012
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%
14/28
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
6/11/2012
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
15/28
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
(1) On a scale from 1 to 10 - 1 = Not important - 10 = Very important
SEMANTIC SCALES - BRAND PERCEPTIONS (1 TO 7)

Firm
Brand
Weight
Design
Volume
Max Freq
Power
Price
SAMA
SALT
SEMI
SELF
SIRO
SIBI
SOLD
SONO
SUSI
SULI
5.89
4.00
2.69
4.00
6.50
6.45
2.69
5.31
5.89
3.30
2.34
1.63
4.77
1.63
1.50
5.66
4.77
1.63
1.50
4.77
4.86
2.04
2.39
2.39
4.86
4.00
2.76
6.32
5.24
3.14
2.23
2.88
5.77
6.39
1.70
2.23
4.41
6.50
3.59
5.12
1.50
2.39
5.31
6.18
1.67
1.83
5.31
6.45
1.50
5.01
2.65
4.81
6.29
6.43
2.03
4.58
6.45
5.52
2.38
6.23
E
I
O
U
6/11/2012
16/28
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
6/11/2012
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
Price
($)
Strong
Moderate
Slight
17/28
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 %
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
6/11/2012
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%
18/28
ANNUAL REPORT
PERIOD 1
COMPETITIVE ADVERTISING - SONITE MARKET

COMPETITIVE ADVERTISING - ESTIMATED TOTAL EXPENDITURES
(all numbers in K$)
Firm
Brand
Buffs
Singles
Pros
HiEarners
Others
Total
SAMA
SALT
TOTAL
250
350
600
350
350
700
250
200
450
250
250
500
500
200
700
1,600
1,350
2,950
SEMI
SELF
TOTAL
650
100
750
350
100
450
650
100
750
550
100
650
300
100
400
2,500
500
3,000
SIRO
SIBI
TOTAL
SOLD
SONO
TOTAL
SUSI
SULI
TOTAL
300
350
650
400
300
700
50
500
550
3,250
325
650
500
450
950
300
200
500
100
450
550
3,150
315
630
300
350
650
400
300
700
50
850
900
3,450
345
690
300
300
600
600
200
800
50
750
800
3,350
335
670
600
300
900
300
200
500
100
450
550
3,050
305
610
2,000
1,750
3,750
2,000
1,200
3,200
350
3,000
3,350
16,250
1,625
3,250
TOTAL
AVERAGE BY BRAND
AVERAGE BY FIRM
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
6/11/2012
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
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
19/28
6/11/2012
ANNUAL REPORT
PERIOD 1
20/28
ANNUAL REPORT
PERIOD 1
ADVERTISING EXPERIMENT - SONITE MARKET

EXPECTED RESULTS WITH INCREASED ADVERTISING BUDGET
SIRO
SIBI
Change in awareness (%)
Buffs
2.0%
1.5%
Singles
1.5%
1.0%
Professionals
2.4%
2.0%
High earners
2.5%
1.9%
Others
1.3%
1.5%
Change in market share (%)
Buffs
0.2%
0.3%
Singles
0.7%
0.5%
Professionals
0.0%
0.1%
High earners
0.0%
0.0%
Others
1.5%
0.3%
Change in contribution after marketing (K$)
295
-4
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
SIRO
SIBI
Change in number of distributors (U)
Specialty stores
2,549
3,000
Depart. stores
259
224
Mass Merchandis.
450
442
Change in market share (%)
Specialty stores
1.1%
1.7%
Depart. stores
0.2%
0.7%
Mass Merchandis.
0.4%
0.8%
Change in contribution after marketing (K$)
376
1,149
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.
6/11/2012
21/28
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%
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
6/11/2012
Level
Utility
Level
Utility
Level
Utility
Level
Utility
Unit
Index
[0,1]
KHz
[0,1]
W
[0,1]
$
[0,1]
3
0.39
26
0.31
52
0.04
216
0.24
4
0.41
34
0.38
68
0.36
295
1.00
5
0.41
42
0.44
84
0.59
374
0.37
4 Importance
6
0.41
50
0.48
100
0.62
453
0.00
1.0%
9.9%
32.7%
56.4%
22/28
ANNUAL REPORT
PERIOD 1
CONJOINT ANALYSIS - UTILITIES - SEGMENT SINGLES

Design
Max Freq
Power
Price
6/11/2012
Level
Utility
Level
Utility
Level
Utility
Level
Utility
Unit
Index
[0,1]
KHz
[0,1]
W
[0,1]
$
[0,1]
7
0.60
18
0.58
31
0.43
169
0.48
8
0.60
26
0.61
47
0.72
248
1.00
9
0.60
34
0.61
63
0.76
327
0.93
4 Importance
10
0.60
42
0.60
79
0.50
406
0.00
0.3%
1.9%
24.0%
73.8%
23/28
ANNUAL REPORT
PERIOD 1
CONJOINT ANALYSIS - UTILITIES - SEGMENT PROFESSIONALS

Design
Max Freq
Power
Price
6/11/2012
Level
Utility
Level
Utility
Level
Utility
Level
Utility
Unit
Index
[0,1]
KHz
[0,1]
W
[0,1]
$
[0,1]
7
0.41
26
0.43
51
0.18
335
0.00
8
0.43
34
0.45
67
0.65
414
1.00
9
0.44
42
0.43
83
0.63
493
0.52
4 Importance
10
0.43
50
0.40
99
0.24
572
0.18
1.7%
3.1%
30.8%
64.4%
24/28
ANNUAL REPORT
PERIOD 1
CONJOINT ANALYSIS - UTILITIES - SEGMENT HIGH EARNERS

Design
Max Freq
Power
Price
6/11/2012
Level
Utility
Level
Utility
Level
Utility
Level
Utility
Unit
Index
[0,1]
KHz
[0,1]
W
[0,1]
$
[0,1]
7
0.46
19
0.56
40
0.17
335
0.00
8
0.59
27
0.57
56
0.83
414
1.00
9
0.60
35
0.57
72
0.92
493
0.88
4 Importance
10
0.59
43
0.54
88
0.31
572
0.36
7.3%
1.9%
39.1%
51.7%
25/28
ANNUAL REPORT
PERIOD 1
CONJOINT ANALYSIS - UTILITIES - SEGMENT OTHERS

Design
Max Freq
Power
Price
6/11/2012
Level
Utility
Level
Utility
Level
Utility
Level
Utility
Unit
Index
[0,1]
KHz
[0,1]
W
[0,1]
$
[0,1]
5
0.61
6
0.69
5
0.46
101
0.96
6
0.73
14
0.71
21
0.89
180
1.00
7
0.75
22
0.71
37
0.97
259
0.85
4 Importance
8
0.73
30
0.71
53
0.49
338
0.00
8.6%
1.4%
30.1%
59.8%
26/28
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
6/11/2012
27/28
ANNUAL REPORT
PERIOD 1
MARKET FORECAST - VODITE MARKET

MARKET FORECAST - SEGMENT SIZES AND GROWTH RATES
Segment
Segment sizes in KU
Forecasted size at introduction period
Forecasted size 5 periods after intro.
Relative segment sizes in %
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
6/11/2012
Innovs
Adopters
Followers
Total
0
80
150
0
40
231
0
13
299
0
133
680
0.0%
60.2%
22.1%
0.0%
30.1%
34.0%
0.0%
9.8%
44.0%
0.0%
100.0%
100.0%
87.7%
17.0%
477.5%
55.0%
2201.3%
119.0%
411.5%
50.4%
28/28

I1SA I Annual Report P01

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INDUSTRY I1SA - FIRM I

Markstrat by StratX 5.1.0.7 - Copyright 2010 by StratX

INDUSTRY I1SA - FIRM I

Markstrat by StratX 5.1.0.7 - Copyright 2010 by StratX

INDUSTRY I1SA - FIRM I

MARKET SHARES AND DISTRIBUTION COVERAGE

Markstrat by StratX 5.1.0.7 - Copyright 2010 by StratX

INDUSTRY I1SA - FIRM I

RESEARCH & DEVELOPMENT RESULTS

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

Markstrat by StratX 5.1.0.7 - Copyright 2010 by StratX

INDUSTRY I1SA - FIRM I

CUMULATIVE COMPANY PERFORMANCE

Markstrat by StratX 5.1.0.7 - Copyright 2010 by StratX

INDUSTRY I1SA - FIRM I

DECISION SUMMARY - SALES FORCE MANAGEMENT

DECISION SUMMARY - SONITE R&D PROJECTS

DECISION SUMMARY - SONITE ONLINE QUERIES

Online Query Results

Markstrat by StratX 5.1.0.7 - Copyright 2010 by StratX

INDUSTRY I1SA - FIRM I

DECISION SUMMARY - MARKET RESEARCH STUDIES

Market covered by study

DECISION SUMMARY - LOAN AND BUDGET MODIFICATION

Markstrat by StratX 5.1.0.7 - Copyright 2010 by StratX

INDUSTRY I1SA - FIRM I

Markstrat by StratX 5.1.0.7 - Copyright 2010 by StratX

INDUSTRY I1SA - FIRM I

STOCK MARKET AND KEY PERFORMANCE INDICATORS

Stock price index

Net contribution (K$)

COMPANY KEY PERFORMANCE INDICATORS

COMPANY KEY PERFORMANCE INDICATORS

Markstrat by StratX 5.1.0.7 - Copyright 2010 by StratX

INDUSTRY I1SA - FIRM I

ECONOMIC VARIABLES AND COSTS

COST OF MARKET RESEARCH STUDIES NEXT PERIOD

Market covered by study

Markstrat by StratX 5.1.0.7 - Copyright 2010 by StratX

INDUSTRY I1SA - FIRM I

INFORMATION ON SONITE MARKET

INFORMATION ON SONITE MARKET - SALES AND MARKET SHARES

Markstrat by StratX 5.1.0.7 - Copyright 2010 by StratX

INDUSTRY I1SA - FIRM I

MARKET RESEARCH STUDIES

Markstrat by StratX 5.1.0.7 - Copyright 2010 by StratX

INDUSTRY I1SA - FIRM I

CONSUMER SURVEY - SONITE MARKET

CONSUMER SURVEY - PURCHASE INTENTIONS

CONSUMER SURVEY - SHOPPING HABITS

Markstrat by StratX 5.1.0.7 - Copyright 2010 by StratX

INDUSTRY I1SA - FIRM I

CONSUMER PANEL - SONITE MARKET

Markstrat by StratX 5.1.0.7 - Copyright 2010 by StratX

INDUSTRY I1SA - FIRM I

DISTRIBUTION PANEL - SONITE MARKET

DISTRIBUTION PANEL - DISTRIBUTION COVERAGE BY CHANNEL

Markstrat by StratX 5.1.0.7 - Copyright 2010 by StratX

INDUSTRY I1SA - FIRM I

SEMANTIC SCALES - SONITE MARKET

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

SEMANTIC SCALES - BRAND PERCEPTIONS (1 TO 7)

Markstrat by StratX 5.1.0.7 - Copyright 2010 by StratX

INDUSTRY I1SA - FIRM I