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Revenues (M$)
Revenues Cost of goods sold Inventory costs Contribution before marketing Advertising expenditures Commercial team costs Contribution after marketing Market research studies Research and development Loan received / reimbursed Loan interests paid Exceptional cost or profit Earnings before taxes
Brand Contribution
The table below shows a comparison of the net contribution generated by the 2 brands marketed by firm T in Period 0. TONE
Sonites
TOPS
Sonites
Revenues Cost of goods sold Inventory holding cost Inventory disposal loss Contribution before marketing Advertising media Advertising research Commercial team costs Contribution after marketing
Revenues
Note: b rands with low revenues or contrib ution (< 5% total) are not shown on this chart
Marketing Results
The section below provide key marketing results for each of your marketed brands
Market Shares
TONE Sonites 10.8 % 15.0 % TOPS Sonites 5.3 % 5.5 %
Volume Sold
The table below provides the volume sold for each of your marketed brands in each of the three distribution channels. Sales are given in thousands of units. TONE Sonites 63 24 18 TOPS Sonites 36 8 7
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.
TONE Sonites
TOPS Sonites
Number of distributors
10,000
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. TONE Sonites 540 523 334 TOPS Sonites 400 391 246
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 0. All numbers are given in thousands of units. TONE
Sonites
TOPS
Sonites
Units sold Production Plan (your decision) Production Inventory at beginning of period Inventory at end of period
52 100 80 0 28
TOPS
Sonites
Current unit transfer cost Average unit transfer cost Units sold COGS Inventory at end of period Inventory holding cost
Completed Projects
The projects listed below are completed and can be used to launch new brands or upgrade new ones.
(1) Features. From 5 to 20; (2) Design. From 3 to 10; (3) Battery. From 24 to 96; (4) Display. From 4 to 40; (5) Power. From 5 to 100;
Ongoing projects
The projects listed below are not yet available and cannot be used to launch a new brand or upgrade an existing one.
Shelved projects
You have no shelved projects
TOPS
Sonites
Base R&D project Production planning Recommended retail price Advertising media Advertising research U $ K$ K$ Explorers Shoppers Segmentation strategy Professionals Highs Earners Savers Communication Objective 1 Communication Objective 2 Dimension Position Dimension Position
The two charts below show how your commercial team is allocated across channels and brands.
You have not initiated any R&D project this period in this market.
Revenues
Net Contribution
in million $
In million $
In million $
in thousands of units
In million $
in thousands of units
Economic Variables
Period 0 GNP Growth Rate Inflation Rate Loss incurred for inventory disposal Inventory holding cost per annum Commercial people operating cost Commercial people hiring and training cost Commercial people firing cost % % % Transfer Cost % Transfer Cost $ $ $ 3% 2% 20 % 8% 20,400 3,060 5,100 Next Period Estimation 3% 2% 20 % 8% 20,808 3,121 5,202
Brand Characteristics
The table below lists the physical attributes of marketed brands, as well as their price and estimated unit cost, both in $. Brand LOCK LOOP MOST MOVE NOON NOVA ROCK ROLL SOFT SOLO TONE TOPS Launched in Period 0 Period 0 Period 0 Period 0 Period 0 Period 0 Period 0 Period 0 Period 0 Period 0 Period 0 Period 0 Features (1) 8 17 13 8 19 20 14 13 5 7 16 11 Design (2) 3 6 4 5 9 8 7 4 3 5 7 3 Battery (3) 28 89 64 35 64 92 42 60 35 46 56 28 Display (4) 11 33 8 11 20 27 36 36 4 24 24 38 Power (5) 10 81 10 29 29 43 76 91 10 29 76 86 Price ($) 250 500 260 335 340 550 520 550 210 330 540 400 Base Cost ($) 46 228 65 109 151 205 212 228 44 111 244 158 Base Cost (% Price) 18 % 46 % 25 % 33 % 44 % 37 % 41 % 41 % 21 % 34 % 45 % 40 %
(1) . From 5 to 20; (2) . From 3 to 10; (3) . From 24 to 96; (4) . From 4 to 40; (5) . From 5 to 100;
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.
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.
Shopping Habits
The shopping habit data in the chart below represent, for each channel, the proportion of individuals who would choose that channel when shopping for a Sonites.
Distribution Coverage
The distribution coverage figures in the chart 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 .
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