Академический Документы
Профессиональный Документы
Культура Документы
Period 0
36,284
-18,612
-111
0
17,561
-3,840
-160
-1,224
12,337
-245
0
0
0
12,092
Period 1
41,963
-17,468
-80
0
24,415
-3,750
-750
-1,373
18,542
-375
0
0
0
18,167
Sonites
50,896
-35,148
-1,946
0
13,802
-8,827
-1,900
-6,975
-3,900
-427
0
-4,326
Vodites
35,885
-28,177
-1,263
0
6,444
-4,462
-700
-3,282
-2,000
-349
0
-2,349
Market Contribution
Revenues
Cost of goods sold
Inventory holding costs
Inventory selling costs
Contribution before marketing
Advertising media
Advertising research
Commercial team costs
Contribution after marketing
Market research studies
Research and development
Net contribution
All numbers in thousands of dollars
Product Contribution
Revenues
Cost of goods sold
Inventory holding costs
Inventory selling costs
Contribution before marketing
Advertising media
Advertising research
Commercial team costs
Contribution after marketing
All numbers in thousands of dollars
Lokv
Lever
Sonites
Vodites
22,321
-9,693
0
0
12,628
-2,522
-500
-1,711
7,895
20,533
-14,550
-255
0
5,728
-1,940
-300
-1,601
1,886
Lovro
LOSOS
Sonites
Sonites
290
276
182
372
364
230
Market Shares
Market share - Unit
Market share - Value
Lokv
Lever
Sonites
Vodites
2.9%
4.9%
7.0%
7.3%
Vodites
Vodites
Sonites
Sonites
Sonites
Sonites
30%
37%
38%
38%
39%
44%
Lokv
Lever
Sonites
Vodites
76
60
72
4
0
64
15
12
67
14
Lever
Sonites
Vodites
Volume sold
76
64
Unit cost (current)
126
221
Unit cost (average)
128
227
Cost of goods sold
9,693
14,550
Inventory at end of period
0
14
Inventory holding costs
0
255
All numbers in thousand of units, except unit costs in $ and Cost of goods sold in thousands of dollars
Available since
No. of Features
Period
8
7
4
2
0
0
7
11
12
5
18
13
Unit costs are given in $. Cumulative budget and Budget required for completion are given in thousands of $. Physica
MARKET : VODITES
Pen
Pepa PIG
Available since
Period
Resolution
6
5
44
65
Unit costs are given in $. Cumulative budget and Budget required for completion are given in thousands of $. Physica
Period 2
41,435
-16,923
-79
0
24,433
-3,730
-750
-1,635
18,318
-382
-900
0
0
17,036
Period 3
62,470
-46,192
-8
0
16,271
-4,103
-800
-2,529
8,839
-390
0
0
-188
8,261
Period 4
34,950
-40,643
0
0
-5,693
-3,675
-500
-1,978
-11,846
-724
-1,040
0
-21
-13,630
Period 5
62,743
-63,718
-480
0
-1,455
-6,030
-800
-2,953
-11,238
-752
-10,230
0
0
-22,219
Lero
LOSOS
Lova
Lovro
Vodites
Sonites
Sonites
Sonites
15,352
-13,627
-1,008
0
716
-2,522
-400
-1,681
-3,886
13,634
-8,632
-9
0
4,992
-1,552
-500
-1,684
1,256
10,674
-12,960
-5
0
-2,290
-2,328
-400
-1,602
-6,621
4,266
-3,863
-1,931
0
-1,528
-2,425
-500
-1,978
-6,431
Period 6
73,780
-63,191
-495
0
10,093
-5,977
-800
-3,150
167
-782
-3,810
0
0
-4,426
Period 7
60,210
-45,775
-5,029
0
9,406
-7,818
-1,200
-5,590
-5,202
-783
-1,030
0
0
-7,015
Lever
Lero
Lokv
Lova
Vodites
Vodites
Sonites
Sonites
510
489
320
448
419
284
468
455
294
230
221
145
Lero
LOSOS
Lova
Lovro
Vodites
Sonites
Sonites
Sonites
5.9%
5.3%
2.2%
3.1%
2.8%
2.3%
0.9%
0.9%
Specialty Stores
11,962
27,596
38,860
39,282
31,560
9,168
8,222
Lero
LOSOS
Lova
Lovro
Vodites
Sonites
Sonites
Sonites
54
0
0
109
54
59
38
33
27
1
74
80
74
0
0
23
0
0
171
148
Lero
LOSOS
Lova
Lovro
Vodites
Sonites
Sonites
Sonites
59
143
146
8,632
1
9
74
176
176
12,960
0
5
23
163
165
3,863
148
1,931
54
231
252
13,627
54
1,008
st of goods sold in thousands of dollars
Volume sold
Mass
Online Stores
Merchandisers
26,816
15,333
17,378
19,180
6,062
30,917
4,042
15,842
14,439
27,636
7,940
6,328
7,333
1,222
Design Index
Battery Life
Display Size
Processing
Power
Desired base
cost
Minimum base
cost
8
8
4
8
3
8
44
50
74
48
75
40
30
19
32
33
25
40
71
53
81
50
12
75
167
137
181
299
89
205
167
136
178
141
78
184
red for completion are given in thousands of $. Physical characteristics are given in the appropriate units: Kg, kHz, hours, etc.
Energy
Efficiency
Carbon
Footprint
Connectivity
No. of Apps
Desired base
cost
Minimum base
cost
63
55
21
33
7
6
20
59
273
279
273
275
red for completion are given in thousands of $. Physical characteristics are given in the appropriate units: Kg, kHz, hours, etc.
Period 8
62,185
-44,323
-5,797
0
12,065
-8,806
-1,400
-6,537
-4,677
-798
-1,200
0
0
-6,675
Period 9
86,781
-63,325
-3,209
0
20,247
-13,289
-2,600
-10,257
-5,900
-814
0
0
0
-6,714
Period 10
Cumulative
562,800
-420,169
-15,289
0
127,343
-61,018
-9,760
-37,225
19,339
-6,044
-18,210
0
-209
-5,124
me sold
Required budget
Cumulative
for completion allocated budget
0
0
0
0
0
0
1,200
1,030
1,040
900
1,500
2,500
Required budget
Cumulative
for completion allocated budget
0
0
3,810
10,230
Share Price
Net
Revenues
Index
contribution
9
L
814
86,781
-6,714
9
M
1,963
141,611
24,635
9
N
2,194
237,403
62,196
9
R
520
45,695
-10,801
9
S
1,024
81,733
7,441
9
T
1,711
161,387
20,213
8
L
586
62,185
-6,675
8
M
1,830
115,863
9,655
8
N
2,003
215,855
51,314
8
R
712
56,790
-8,921
8
S
1,066
74,748
3,545
8
T
1,598
120,710
26,704
7
L
571
60,210
-7,015
7
M
1,674
89,164
799
7
N
1,341
134,639
17,530
7
R
740
46,025
-6,806
7
S
1,337
89,859
10,337
7
T
1,820
136,142
37,134
6
L
700
73,780
-4,426
6
M
2,145
107,694
14,067
6
N
897
75,547
-8,642
6
R
857
46,643
-35,626
6
S
1,450
96,737
16,489
6
T
1,751
125,795
30,396
5
L
593
62,743
-22,219
5
M
3,207
171,811
92,981
5
N
695
40,578
4,283
5
R
978
61,535
15,392
5
S
1,493
86,190
14,316
5
T
1,646
108,735
29,008
Revenues, Net Contribution and Retail sales are given in thousands of dollars. Volume sold is given in thousands of u
Period
Firm
Volume sold
350
655
1,042
180
388
930
233
515
915
229
363
749
246
370
596
187
407
792
344
388
355
188
437
738
384
527
165
255
412
633
Retail sales
34,485
21,565
16,286
6,474
46,507
31,883
26,121
4,570
59,736
76,103
26,986
51,298
7,257
278
3,452
13,705
7,196
3,758
18,743
4,439
32,552
95,254
13,155
66,986
28,428
7,106
Retail sales are given in thousands of dollars. Volume sold is given in thousands of units. Retail price and Base cost a
If the table above is empty, it means that no offerings are marketed yet in the Sonites market
Physical Characteristics
MARKET : SONITES
Lokv
LOSOS
Lova
Lovro
MOKA
MOPRO
MOST
MOVE
NOLLA
NORBIT
NOVA
NOVICE
Launched in
Period
8
5
9
3
5
6
0
0
6
4
0
6
No. of
Features
11
12
7
5
9
13
8
16
7
10
13
8
Design Index
8
4
8
8
6
7
8
7
8
8
7
7
ROCK
ROEX
ROKO
ROLL
ROYAL
SODA
SOFT
SOLO
SOSA
TONE
TOPS
TORO
Total
TOWN
0
6
5
0
3
4
0
0
3
0
0
4
4
4
9
13
13
13
8
17
7
13
7
10
9
9
15
13
7
4
8
8
8
9
8
8
8
7
8
8
7
4
Retail price and Base cost are given in dollar. Physical characteristics are given in the appropriate units: Kg, kHz, hou
If the table above is empty, it means that no offerings are marketed yet in the Sonites market
Variation
10,851
3,038
-3,392
16,355
-5,567
4,626
-2,388
12,480
-23,853
-3,122
11,653
-2,721
-2,355
-4,312
-7,568
-218
-1,474
4,379
-3,513
-3,126
24,566
10,226
-4,128
5,114
-690
Volume sold
Variation
76
59
74
23
240
67
114
10
258
164
58
264
36
1
7
31
27
10
93
10
140
480
29
287
56
19
24
9
-13
84
-12
18
-6
54
-52
-6
60
-13
-7
-9
-15
-2
-3
22
-7
-15
124
22
-18
6
-3
Rec. retail
price
468
372
230
290
210
495
240
470
243
479
485
210
217
280
490
460
280
400
215
453
245
215
475
245
530
373
n in thousands of units. Retail price and Base cost are given in dollar.
ed yet in the Sonites market
Battery Life
Display Size
50
74
44
48
34
69
48
72
47
51
67
28
19
32
30
33
18
33
27
33
27
21
35
18
Processing
Power
53
81
71
50
27
83
66
71
77
57
85
33
Rec. retail
price
468
372
230
290
210
495
240
470
243
479
485
210
Base Cost
137
181
167
299
118
196
171
199
175
144
196
100
Base Cost
134
177
164
293
116
192
168
195
172
141
192
98
90
172
162
201
160
196
168
201
168
100
137
185
194
192
35
75
48
40
48
72
48
40
48
34
49
46
62
78
17
32
21
40
27
30
25
40
25
20
21
27
34
40
tics are given in the appropriate units: Kg, kHz, hours, etc.
ed yet in the Sonites market
26
77
70
75
69
80
75
75
75
33
55
84
84
84
217
280
490
460
280
400
215
453
245
215
475
245
530
373
92
175
165
205
163
200
171
205
171
102
140
189
198
196
New
Retail sales
22,697
31,343
28,041
74,112
75,561
68,532
13,899
23,131
62,112
29,117
Retail sales are given in thousands of dollars. Volume sold is given in thousands of units. Retail price and Base cost a
If the table above is empty, it means that no offerings are marketed yet in the Vodites market
Physical Characteristics
MARKET : VODITES
Lero
Lever
MECOOL
MEINN
NETA
NETX
RESCUE
REX
SEVO
TECH1
Launched in
Period
7
6
6
4
7
8
8
8
6
7
Resolution
44
65
66
52
51
70
70
48
55
54
Energy
Efficiency
63
55
57
63
61
59
59
63
50
62
Retail price and Base cost are given in dollar. Physical characteristics are given in the appropriate units: Kg, kHz, hou
If the table above is empty, it means that no offerings are marketed yet in the Vodites market
Variation
2,276
8,170
-3,718
27,092
14,375
19,679
-4,279
4,127
12,590
24,358
Volume sold
Variation
54
64
56
168
168
130
27
51
136
60
4
19
-7
62
32
38
-8
7
28
49
Rec. retail
price
448
510
524
470
480
545
530
485
490
517
n in thousands of units. Retail price and Base cost are given in dollar.
ed yet in the Vodites market
Carbon
Footprint
21
33
34
22
22
35
33
21
47
21
Connectivity
No. of Apps
7
6
6
6
6
7
7
6
6
6
20
59
57
42
41
58
55
39
30
42
tics are given in the appropriate units: Kg, kHz, hours, etc.
ed yet in the Vodites market
Rec. retail
price
448
510
524
470
480
545
530
485
490
517
Base Cost
273
279
282
279
274
295
297
274
228
281
Base Cost
267
274
276
273
269
289
291
269
224
275
L
86,781
-63,325
-3,209
0
20,247
-13,289
-2,600
-10,257
-5,900
-814
0
0
0
-6,714
M
141,611
-91,280
-214
0
50,117
-12,012
-1,260
-11,396
25,449
-814
0
0
0
24,635
N
237,403
-134,765
-731
-4
101,903
-19,735
-1,650
-17,547
62,971
-776
0
0
0
62,196
L
50,896
-35,148
-1,946
0
13,802
-8,827
-1,900
-6,975
-3,900
-427
0
-4,326
M
73,022
-44,761
-211
0
28,050
-8,125
-860
-7,650
11,415
-427
0
10,989
N
142,153
-71,193
-731
-4
70,225
-13,335
-1,100
-11,862
43,928
-427
0
43,501
L
35,885
-28,177
-1,263
0
6,444
-4,462
-700
-3,282
-2,000
-349
0
M
68,589
-46,519
-3
0
22,067
-3,887
-400
-3,746
14,034
-349
0
N
95,250
-63,572
0
0
31,679
-6,400
-550
-5,685
19,044
-349
0
Net contribution
All numbers in thousands of dollars
-2,349
13,685
18,695
R
45,695
-35,710
-3,176
-30
6,779
-6,477
-120
-10,169
-9,987
-814
0
0
0
-10,801
S
81,733
-45,872
-3,807
0
32,054
-9,976
-410
-13,412
8,255
-814
0
0
0
7,441
T
161,387
-94,967
-810
-3,262
62,348
-25,916
-2,045
-14,175
20,213
0
0
0
0
20,213
R
21,147
-13,660
-1,540
-30
5,917
-3,467
-80
-6,725
-4,354
-427
0
-4,781
S
39,438
-24,379
-3,801
0
11,258
-7,482
-320
-10,372
-6,916
-427
0
-7,343
T
141,668
-77,968
-175
-1
63,523
-20,752
-1,345
-11,991
29,435
0
0
29,435
R
24,548
-22,051
-1,635
0
862
-3,010
-40
-3,444
-5,633
-349
0
S
42,295
-21,492
-6
0
20,796
-2,494
-90
-3,040
15,172
-349
0
T
19,718
-16,999
-635
-3,260
-1,175
-5,164
-700
-2,183
-9,222
0
0
-5,982
14,823
-9,222
If some of the tables below are empty, it means that the corresponding study was not purchased this period, or that no offerin
Brand Awareness
MARKET : SONITES
Lokv
LOSOS
Lova
Lovro
MOKA
MOPRO
MOST
MOVE
NOLLA
NORBIT
NOVA
NOVICE
ROCK
ROEX
ROKO
ROLL
ROYAL
SODA
SOFT
SOLO
SOSA
TONE
TOPS
TORO
Total
TOWN
L
L
L
L
M
M
M
M
N
N
N
N
R
R
R
R
R
S
S
S
S
T
T
T
T
T
Average
17%
20%
13%
46%
38%
23%
55%
45%
45%
45%
48%
46%
43%
11%
20%
38%
32%
33%
54%
49%
45%
52%
41%
41%
24%
16%
Explorers
23%
74%
15%
44%
36%
33%
52%
53%
49%
57%
57%
48%
39%
24%
22%
44%
29%
42%
52%
59%
44%
45%
51%
39%
34%
74%
L
L
L
L
M
M
M
M
N
N
N
Average
3%
3%
3%
1%
9%
3%
4%
0%
11%
5%
2%
Explorers
0%
51%
0%
0%
0%
0%
0%
1%
0%
1%
1%
Purchase Intentions
MARKET : SONITES
Lokv
LOSOS
Lova
Lovro
MOKA
MOPRO
MOST
MOVE
NOLLA
NORBIT
NOVA
NOVICE
ROCK
ROEX
ROKO
ROLL
ROYAL
SODA
SOFT
SOLO
SOSA
TONE
TOPS
TORO
Total
TOWN
N
R
R
R
R
R
S
S
S
S
T
T
T
T
T
11%
1%
0%
0%
2%
1%
0%
4%
0%
5%
17%
1%
7%
4%
2%
0%
0%
2%
0%
1%
0%
2%
0%
3%
0%
0%
1%
0%
1%
35%
Total
100%
100%
MARKET : SONITES
Mass Merchandisers
Online Stores
Specialty Stores
Explorers
19%
24%
57%
Shoppers
40%
28%
32%
Total
100%
100%
Shopping Habits
L
L
L
L
M
M
M
M
N
N
N
N
R
R
R
R
Total
3%
2%
3%
1%
9%
3%
4%
0%
10%
6%
2%
10%
1%
0%
0%
1%
Explorers
0%
62%
0%
1%
0%
1%
0%
2%
0%
1%
1%
0%
0%
1%
0%
1%
ROYAL
SODA
SOFT
SOLO
SOSA
TONE
TOPS
TORO
Total
TOWN
R
S
S
S
S
T
T
T
T
T
1%
0%
4%
0%
5%
18%
1%
11%
2%
1%
0%
3%
0%
4%
0%
0%
1%
0%
1%
20%
Total
100%
100%
L
L
L
L
M
M
M
M
N
N
N
N
R
R
R
R
R
S
S
S
S
T
T
T
T
T
Total
76
59
74
23
240
67
114
10
258
164
58
264
36
1
7
31
27
10
93
10
140
480
29
287
56
19
Explorers
0
57
0
1
0
0
0
1
0
1
1
0
0
1
0
1
0
3
0
4
0
0
1
0
0
19
Total
2,633
90
L
L
L
L
M
M
M
M
N
N
N
N
R
R
R
R
R
S
S
S
S
T
T
T
T
T
5%
5%
4%
1%
3%
4%
6%
1%
12%
10%
3%
4%
1%
0%
1%
2%
1%
1%
2%
1%
7%
6%
2%
14%
3%
2%
Total
100%
100%
MARKET : SONITES
Lokv
LOSOS
Lova
Lovro
MOKA
MOPRO
MOST
MOVE
NOLLA
NORBIT
NOVA
NOVICE
ROCK
ROEX
ROKO
ROLL
ROYAL
SODA
SOFT
SOLO
SOSA
TONE
TOPS
TORO
Total
TOWN
Specialty Stores
Specialty Stores
L
L
L
L
M
M
M
38%
38%
39%
44%
24%
41%
40%
MOVE
NOLLA
NORBIT
NOVA
NOVICE
ROCK
ROEX
ROKO
ROLL
ROYAL
SODA
SOFT
SOLO
SOSA
TONE
TOPS
TORO
Total
TOWN
M
N
N
N
N
R
R
R
R
R
S
S
S
S
T
T
T
T
T
39%
49%
50%
48%
36%
20%
13%
37%
37%
24%
50%
14%
51%
44%
34%
33%
55%
27%
19%
12%
29%
30%
20%
34%
20%
4%
16%
13%
20%
13%
32%
17%
31%
38%
11%
33%
12%
3%
L
L
L
L
M
M
M
M
N
N
N
N
R
R
R
R
R
S
S
S
No. of Features
Design Index
3.3
3.9
1.8
1.5
2.6
4.3
2.2
5.5
1.7
2.9
4.3
2.1
5.4
4.3
4.3
4.3
2.9
5.8
2.0
4.3
5.4
2.4
6.2
5.2
4.0
5.1
5.7
4.8
5.0
5.7
5.2
4.8
1.8
1.6
5.7
5.7
4.4
5.7
4.9
5.9
SOSA
TONE
TOPS
TORO
Total
TOWN
S
T
T
T
T
T
1.7
2.6
2.7
2.4
4.6
4.4
5.7
4.7
5.9
5.2
5.1
2.3
Design Index
3.9
3.2
4.2
2.9
2.6
4.0
3.2
4.3
2.8
2.5
4.1
3.2
4.4
2.8
2.4
4.2
3.2
4.5
2.8
2.3
4.3
3.2
4.6
2.7
2.2
2.9
5.5
5.0
4.3
5.1
2.7
5.6
5.1
4.2
5.1
2.6
5.6
5.1
4.1
5.1
2.4
5.6
5.1
4.0
5.1
2.3
5.7
5.2
3.9
5.2
No. of Features
Design Index
1.4
4.0
Importance of characteristics
On a scale from 1 (not important) to 10 (very important).
Building a perceptual map requires many data points. Hence, this study will not be available until several brands are mar
MARKET : SONITES
Lokv
LOSOS
Lova
Lovro
MOKA
MOPRO
MOST
MOVE
NOLLA
NORBIT
NOVA
NOVICE
ROCK
ROEX
ROKO
ROLL
ROYAL
SODA
SOFT
SOLO
SOSA
TONE
TOPS
TORO
Total
TOWN
L
L
L
L
M
M
M
M
N
N
N
N
R
R
R
R
R
S
S
S
S
T
T
T
T
T
Economy
-10
-6
12
7
13
-15
10
-11
13
-10
-14
13
12
0
-12
-14
10
-10
13
-10
11
12
-13
12
-15
-2
Performance
-1
9
8
4
-7
14
7
5
7
-2
13
-7
-10
11
2
13
5
7
6
13
6
-7
-1
7
14
11
Ideal Values for each Segment - On a scale from -20 (Low) to +20 (High)
Segment
Explorers
High Earners
Professionals
Savers
Shoppers
Explorers
High Earners
Professionals
Savers
Shoppers
Period
9
9
9
9
9
8
8
8
8
8
Economy
-5
-10
-17
13
13
-4
-10
-16
13
12
Performance
10
-2
14
-5
8
10
-1
14
-6
8
Explorers
High Earners
Professionals
Savers
Shoppers
Explorers
High Earners
Professionals
Savers
Shoppers
Explorers
High Earners
Professionals
Savers
Shoppers
7
7
7
7
7
6
6
6
6
6
5
5
5
5
5
-2
-11
-16
13
12
-1
-11
-15
13
11
0
-11
-14
13
11
11
0
14
-7
7
11
1
13
-7
6
12
2
13
-8
6
Economy
Very Strong
Performance
Moderate
Moderate
-
Total
Explorers
10,710
2,090
8,850
770
14,450
1,300
3,690
350
7,750
790
22,230
3,790
67,680
9,090
All numbers in thousands of dollars
Estimated Advertising Expenditures (in thousand dollars) By Brand and Consumer Segment
MARKET : SONITES
Lokv
LOSOS
Lova
Lovro
MOKA
L
L
L
L
M
Total
3,080
2,080
2,720
2,830
2,650
Explorers
290
1,320
240
240
220
MOPRO
MOST
MOVE
NOLLA
NORBIT
NOVA
NOVICE
ROCK
ROEX
ROKO
ROLL
ROYAL
SODA
SOFT
SOLO
SOSA
TONE
TOPS
TORO
Total
TOWN
M
M
M
N
N
N
N
R
R
R
R
R
S
S
S
S
T
T
T
T
T
Total
1,960
2,600
1,640
4,080
4,270
1,940
4,160
1,110
0
560
1,010
1,010
1,270
2,590
1,640
2,250
4,900
4,950
4,900
4,320
3,160
170
220
160
380
380
160
380
100
0
50
100
100
110
310
160
210
450
460
450
390
2,040
67,680
9,090
All numbers in thousands of dollars
257
288
459
244
395
440
2,083
122
112
153
92
160
128
767
Estimated Commercial Team Size (in full-time equivalent) By Brand and Channel
MARKET : SONITES
Lokv
LOSOS
Lova
Lovro
MOKA
MOPRO
63
62
59
73
75
73
30
30
28
34
15
35
MOST
MOVE
NOLLA
NORBIT
NOVA
NOVICE
ROCK
ROEX
ROKO
ROLL
ROYAL
SODA
SOFT
SOLO
SOSA
TONE
TOPS
TORO
Total
TOWN
M
M
N
N
N
N
R
R
R
R
R
S
S
S
S
T
T
T
T
T
80
60
112
139
101
107
49
12
65
63
55
100
90
95
110
164
54
164
40
18
30
32
37
44
48
24
12
5
30
30
15
60
5
60
35
23
24
54
16
11
Total
2,083
767
Explorers
Shoppers
Explorers
Shoppers
Total
Specialty Stores
Mass
Merchandisers
Specialty Stores
Mass
Merchandisers
Total
Period 9
Period 10
Explorers
93
85
Shoppers
977
1,047
Professionals
211
194
High Earners
287
278
Savers
1,065
1,195
Total
2,633
2,799
If the market is not created yet, the table above shows the potential market size in one and five periods, if a brand w
Explorers
Shoppers
Total
0.0%
Level Utility
0.0%
s not purchased this period, or that no offerings are marketed yet in the Sonites market
Shoppers
12%
18%
19%
61%
24%
19%
62%
42%
62%
39%
45%
32%
44%
11%
18%
37%
41%
29%
54%
46%
51%
49%
37%
54%
19%
13%
Professionals
17%
25%
12%
38%
30%
63%
47%
57%
41%
49%
75%
41%
36%
12%
20%
53%
26%
43%
45%
71%
38%
44%
50%
36%
70%
20%
High Earners
60%
27%
13%
42%
33%
28%
50%
72%
44%
84%
59%
44%
38%
13%
35%
49%
28%
65%
48%
66%
40%
46%
74%
38%
30%
23%
Savers
10%
14%
8%
36%
53%
17%
52%
38%
31%
38%
41%
60%
46%
10%
17%
33%
25%
25%
57%
42%
42%
58%
33%
31%
17%
11%
Shoppers
0%
0%
9%
1%
0%
0%
11%
0%
30%
0%
0%
Professionals
0%
0%
0%
0%
0%
30%
0%
1%
0%
0%
20%
High Earners
33%
0%
0%
0%
0%
0%
0%
3%
0%
46%
0%
Savers
0%
0%
0%
1%
22%
0%
1%
0%
1%
0%
0%
0%
0%
0%
0%
0%
3%
0%
11%
0%
13%
0%
0%
20%
0%
0%
0%
0%
0%
0%
14%
0%
1%
0%
1%
0%
0%
0%
0%
33%
0%
0%
0%
0%
3%
0%
0%
1%
0%
0%
0%
0%
12%
0%
0%
0%
26%
2%
0%
0%
0%
1%
0%
1%
0%
1%
43%
0%
1%
0%
0%
100%
100%
100%
100%
Professionals
33%
31%
36%
High Earners
21%
35%
43%
Savers
64%
23%
12%
100%
100%
100%
Shoppers
0%
0%
7%
2%
0%
0%
11%
0%
26%
0%
0%
0%
0%
0%
0%
0%
Professionals
0%
0%
0%
0%
0%
31%
0%
1%
0%
0%
25%
0%
0%
0%
0%
13%
High Earners
26%
0%
0%
0%
0%
0%
0%
2%
0%
56%
0%
0%
0%
0%
2%
0%
Savers
0%
0%
0%
1%
22%
0%
1%
0%
0%
0%
0%
25%
3%
0%
0%
0%
2%
0%
8%
0%
13%
0%
0%
29%
0%
0%
0%
1%
0%
2%
0%
0%
0%
0%
26%
0%
0%
1%
0%
0%
0%
0%
9%
0%
0%
0%
0%
0%
1%
0%
1%
45%
0%
1%
0%
0%
100%
100%
100%
100%
Shoppers
0
1
73
15
1
0
105
1
253
1
1
2
3
0
0
1
22
1
83
1
131
3
1
279
0
0
Professionals
0
0
0
0
0
66
0
1
0
1
53
0
0
0
0
28
0
1
0
4
0
0
1
0
55
0
High Earners
75
0
0
1
0
1
0
6
0
161
1
0
0
0
7
1
0
4
0
1
0
0
26
0
0
0
Savers
0
1
1
6
239
0
8
1
4
1
1
262
33
0
0
1
4
1
10
1
8
477
1
7
0
0
978
210
284
1,067
Specialty Stores
4%
2%
3%
1%
8%
3%
3%
0%
11%
8%
3%
9%
1%
0%
0%
1%
1%
0%
4%
0%
4%
16%
2%
12%
3%
0%
38,860
39,282
31,560
9,168
21,413
31,050
45,667
5,377
92,129
75,958
26,133
28,015
4,437
565
3,810
14,169
8,001
5,373
16,351
5,986
55,852
44,362
13,844
104,788
23,618
14,790
100%
0%
760,558
Specialty Stores
38%
37%
39%
30%
40%
37%
25%
3,115
3,084
3,224
3,582
1,960
3,362
3,305
Volume sold
Mass
Online Stores
Merchandisers
6,062
30,917
4,042
15,842
14,439
27,636
7,940
6,328
152,153
66,434
11,622
24,106
41,722
26,968
1,109
3,525
77,621
88,250
22,882
65,607
10,398
21,211
158,481
77,504
20,290
11,308
93
364
805
2,642
4,813
11,888
10,234
8,934
1,007
3,280
45,191
31,739
1,522
2,572
54,162
29,755
303,531
132,107
2,476
12,235
85,504
96,494
9,863
22,256
969
3,567
1,048,931
823,469
Number of Outlets
Mass
Online Stores
Merchandisers
858
459
791
447
921
474
1,552
363
2,090
483
1,162
446
1,888
303
33%
54%
53%
45%
53%
30%
17%
32%
36%
28%
43%
34%
31%
24%
55%
36%
58%
30%
11%
Battery Life
Display Size
3.0
5.5
2.7
2.8
2.0
4.9
3.0
5.1
2.8
3.1
3.6
1.5
4.6
5.4
2.9
2.5
3.5
4.9
2.9
2.3
3.5
5.6
5.5
6.1
3.5
6.0
5.1
5.6
5.0
3.7
6.5
3.6
4.3
5.8
3.7
6.5
4.8
5.2
4.6
6.5
3,227
3,990
4,067
3,938
2,945
1,604
1,080
3,014
3,040
1,967
4,127
1,143
4,176
3,641
2,811
2,719
4,555
2,187
1,572
844
2,159
2,186
1,452
2,457
1,442
316
1,146
943
1,468
944
2,333
1,217
2,267
2,766
771
2,407
843
237
400
656
653
550
645
360
206
391
440
347
520
421
384
297
675
441
703
362
133
8,222
7,333
1,222
Processing
Power
4.0
5.3
5.1
4.0
2.8
6.1
5.1
4.3
5.2
3.8
5.6
2.6
1.7
5.5
4.4
5.5
4.8
5.0
5.0
5.6
Price
5.5
4.9
2.3
3.0
2.1
6.3
2.4
5.7
2.1
5.5
6.2
2.1
2.2
4.0
5.8
6.1
2.5
5.5
2.1
5.5
2.9
2.1
3.0
3.1
4.3
5.5
4.6
3.9
3.7
4.9
6.2
6.5
Battery Life
Display Size
4.5
3.0
4.5
2.1
3.0
4.7
3.1
4.6
2.1
3.0
4.9
3.2
4.6
2.0
3.0
5.1
3.2
4.7
2.0
3.0
5.2
3.3
4.8
1.9
3.0
5.5
3.5
6.2
3.7
5.4
5.6
3.6
6.1
3.6
5.3
5.6
3.7
6.0
3.5
5.2
5.6
3.8
5.9
3.4
5.0
5.7
3.9
5.9
3.3
4.8
Battery Life
Display Size
1.8
3.1
5.2
2.6
3.9
5.1
6.0
5.3
Processing
Power
5.5
3.8
6.1
3.0
5.1
5.6
4.0
6.1
2.9
5.1
5.6
4.1
6.1
2.8
5.0
5.7
4.3
6.0
2.7
5.0
5.8
4.4
6.0
2.6
4.8
Processing
Power
5.9
2.3
2.2
5.9
2.2
6.2
4.3
Price
4.8
5.5
6.6
2.1
2.1
4.5
5.6
6.5
2.1
2.2
4.3
5.6
6.3
2.1
2.2
4.1
5.7
6.2
2.1
2.3
4.0
5.7
6.1
2.1
2.4
Price
10.0
Convenience
-5
5
6
-2
3
-5
6
6
-2
3
-5
6
6
-3
3
-6
6
7
-3
3
-6
6
7
-4
3
Convenience
Moderate
Moderate
Moderate
-
Professionals
960
1,940
2,440
860
1,520
4,400
12,120
High Earners
2,590
1,550
3,670
660
1,520
4,680
14,670
Savers
960
2,490
3,560
960
1,880
4,680
14,530
Professionals
290
190
240
240
220
High Earners
1,920
190
240
240
220
Savers
290
190
240
240
1,770
170
1,550
160
2,560
380
160
380
100
0
50
100
610
110
620
160
1,150
450
460
3,100
390
280
1,280
220
220
380
380
1,300
380
100
0
50
610
100
260
260
790
210
450
460
450
2,760
280
170
220
940
380
2,750
160
380
100
0
360
100
100
680
260
370
210
450
3,110
450
390
280
170
390
160
380
380
160
2,640
710
0
50
100
100
110
1,140
160
470
3,100
460
450
390
280
17,270
12,120
14,670
14,530
RKET PERIOD 9
Online Stores
68
63
120
62
70
113
496
Online Stores
19
19
18
12
20
18
40
13
45
60
27
54
25
2
20
15
28
15
65
20
65
105
12
67
12
3
10
15
30
35
26
29
12
5
15
18
12
25
20
15
10
36
18
43
12
4
820
496
Professionals
High Earners
Savers
Professionals
High Earners
Savers
KET PERIOD 9
Online Stores
Online Stores
Total until
Period 14
56
-8.2%
-39.8%
1,272
7.1%
30.2%
127
-8.2%
-39.8%
226
-3.1%
-21.1%
1,750
12.2%
64.3%
3,431
6.3%
30.3%
arket size in one and five periods, if a brand were introduced next period.
Period 14
Professionals
Period 10
High Earners
Savers
Average until
Period 14
-9.6%
5.4%
-9.6%
-4.6%
10.4%
5.4%
Period 10
3.5%
37.1%
8.0%
10.9%
40.4%
100.0%
3.0%
37.4%
6.9%
9.9%
42.7%
100.0%
0.0%
Level Utility
0.0%
0.0%
Level Utility
Level Utility
If some of the tables below are empty, it means that the corresponding study was not purchased this period, or that no offerin
Brand Awareness
MARKET : VODITES
Lero
Lever
MECOOL
MEINN
NETA
NETX
RESCUE
REX
SEVO
TECH1
L
L
M
M
N
N
R
R
S
T
Average
40%
34%
34%
51%
50%
30%
15%
20%
51%
36%
Innovators
46%
46%
63%
56%
58%
53%
23%
25%
55%
47%
L
L
M
M
N
N
R
R
S
T
Average
4%
6%
5%
23%
32%
15%
3%
3%
6%
4%
Innovators
2%
9%
13%
4%
4%
49%
12%
1%
2%
4%
Purchase Intentions
MARKET : VODITES
Lero
Lever
MECOOL
MEINN
NETA
NETX
RESCUE
REX
SEVO
TECH1
Total
100%
100%
MARKET : VODITES
Mass Merchandisers
Online Stores
Specialty Stores
Innovators
14%
23%
62%
Early Adopters
28%
28%
43%
Total
100%
100%
Shopping Habits
L
L
M
M
N
N
R
R
S
T
Total
6%
7%
6%
18%
18%
14%
3%
6%
15%
7%
Innovators
3%
11%
16%
3%
2%
43%
12%
2%
4%
5%
Total
100%
100%
L
L
M
M
N
N
R
R
S
T
Total
54
64
56
168
168
130
27
51
136
60
Innovators
2
8
12
2
1
33
9
1
3
4
Total
914
75
L
L
M
M
N
N
R
R
S
T
4%
10%
10%
12%
13%
27%
6%
4%
9%
5%
Total
100%
100%
MARKET : VODITES
Lero
Lever
MECOOL
MEINN
NETA
NETX
RESCUE
REX
SEVO
TECH1
Specialty Stores
Specialty Stores
L
L
M
M
N
N
R
30%
37%
40%
32%
49%
53%
40%
REX
SEVO
TECH1
R
S
T
34%
34%
31%
39%
54%
41%
Resolution
L
L
M
M
N
N
R
R
S
T
2.6
4.5
4.6
3.3
3.2
5.0
4.8
3.0
3.5
3.5
Energy
Efficiency
4.4
4.1
4.3
4.8
4.7
4.6
4.6
4.7
3.4
4.6
Period
Resolution
Early Adopters
Followers
Innovators
Early Adopters
Followers
Innovators
Early Adopters
Followers
Innovators
Early Adopters
Followers
Innovators
Early Adopters
Followers
Innovators
9
9
9
8
8
8
7
7
7
6
6
6
5
5
5
4.9
3.5
5.6
4.9
3.5
5.5
4.8
3.4
5.5
4.7
3.4
5.4
4.6
3.4
5.3
Energy
Efficiency
4.5
4.6
4.0
4.3
4.5
3.8
4.3
4.5
3.7
4.2
4.5
3.6
4.1
4.5
3.5
Importance of characteristics
Resolution
On a scale from 1 (not important) to 10 (very important).
6.2
Energy
Efficiency
4.9
Building a perceptual map requires many data points. Hence, this study will not be available until several brands are mar
MARKET : VODITES
Lero
Lever
MECOOL
MEINN
NETA
NETX
RESCUE
REX
SEVO
TECH1
L
L
M
M
N
N
R
R
S
T
Autonomy
1
1
2
0
-2
5
5
-4
-3
-1
Sophistication
-8
2
2
-4
-4
3
3
-5
-7
-2
Ideal Values for each Segment - On a scale from -20 (Low) to +20 (High)
Segment
Early Adopters
Followers
Innovators
Early Adopters
Followers
Innovators
Early Adopters
Followers
Innovators
Early Adopters
Period
9
9
9
8
8
8
7
7
7
6
Autonomy
5
-1
7
4
-2
6
3
-2
6
2
Sophistication
4
-2
6
3
-2
6
3
-2
6
3
Followers
Innovators
Early Adopters
Followers
Innovators
6
6
5
5
5
-3
5
1
-3
4
-3
5
2
-3
5
Autonomy
Moderate
Moderate
-
Sophistication
Moderate
Strong
Moderate
Very Strong
Total
Innovators
5,190
800
4,300
880
7,050
1,080
3,070
450
2,590
410
5,790
850
27,990
4,470
All numbers in thousands of dollars
Estimated Advertising Expenditures (in thousand dollars) By Brand and Consumer Segment
MARKET : VODITES
Lero
Lever
MECOOL
MEINN
NETA
L
L
M
M
N
Total
2,950
2,240
2,150
2,150
3,540
Innovators
460
340
550
330
540
NETX
RESCUE
REX
SEVO
TECH1
N
R
R
S
T
Total
3,510
1,260
1,810
2,590
5,790
540
200
250
410
850
27,990
4,470
All numbers in thousands of dollars
121
141
220
125
115
80
802
45
50
86
50
20
19
270
Estimated Commercial Team Size (in full-time equivalent) By Brand and Channel
MARKET : VODITES
Lero
Lever
MECOOL
MEINN
NETA
NETX
62
59
66
75
120
100
18
27
30
20
36
50
RESCUE
REX
SEVO
TECH1
R
R
S
T
55
70
115
80
30
20
20
19
Total
802
270
Innovators
Early Adopters
Innovators
Early Adopters
Total
Specialty Stores
Mass
Merchandisers
Specialty Stores
Mass
Merchandisers
Total
Period 9
Period 10
77
168
668
71
120
886
Innovators
Early Adopters
Followers
Total
913
1,077
If the market is not created yet, the table above shows the potential market size in one and five periods, if a brand w
Innovators
Early Adopters
Total
0.0%
Level Utility
0.0%
s not purchased this period, or that no offerings are marketed yet in the Vodites market
Early Adopters
26%
61%
57%
42%
38%
65%
29%
17%
53%
27%
Followers
42%
26%
25%
53%
53%
19%
11%
21%
50%
37%
Early Adopters
1%
12%
11%
2%
2%
60%
9%
1%
1%
1%
Followers
4%
4%
3%
30%
42%
1%
1%
4%
8%
4%
100%
100%
0%
100%
0%
0%
Early Adopters
1%
15%
13%
2%
1%
54%
9%
1%
3%
2%
Followers
8%
5%
3%
24%
25%
1%
1%
7%
19%
8%
Followers
44%
33%
22%
0%
100%
100%
Early Adopters
2
25
22
3
1
90
15
1
4
4
Followers
50
31
21
163
165
6
3
48
128
52
167
667
0%
0%
Specialty Stores
5%
7%
6%
22%
19%
11%
2%
6%
15%
7%
11,962
27,596
26,194
32,867
34,719
72,448
16,061
10,769
24,161
12,835
100%
0%
269,612
Specialty Stores
28%
30%
32%
47%
50%
42%
24%
2,444
3,055
3,276
2,645
4,001
4,354
3,321
Volume sold
Mass
Online Stores
Merchandisers
26,816
15,333
17,378
19,180
13,586
15,886
71,186
63,947
78,330
54,951
24,888
32,526
5,208
5,764
22,893
17,180
67,010
44,515
26,222
20,931
353,517
290,213
Number of Outlets
Mass
Online Stores
Merchandisers
2,880
347
1,649
361
1,810
392
2,526
579
4,082
612
2,475
512
1,713
298
39%
46%
42%
2,751
2,781
2,532
2,878
3,958
3,007
473
566
513
8,222
7,333
1,222
Connectivity
No. of Apps
Price
4.1
4.2
4.2
3.6
3.3
4.8
4.7
2.9
3.7
3.5
1.8
4.5
4.4
3.2
3.2
4.4
4.2
3.1
2.5
3.4
4.6
5.1
5.4
4.8
4.6
5.3
5.6
5.0
4.7
5.6
Carbon
Footprint
3.1
4.8
5.0
3.4
3.2
5.1
4.9
3.0
6.5
3.0
Carbon
Footprint
4.7
2.8
3.9
4.7
2.9
4.0
4.8
3.0
4.1
4.8
3.1
4.1
4.8
3.3
4.2
Carbon
Footprint
2.3
Connectivity
No. of Apps
Price
4.8
3.5
5.5
4.8
3.4
5.4
4.6
3.3
5.3
4.4
3.2
5.2
4.2
3.2
5.1
4.4
3.5
4.0
4.4
3.4
3.9
4.4
3.4
3.9
4.4
3.3
3.9
4.4
3.3
3.8
5.0
4.4
5.2
5.1
4.5
5.3
5.2
4.5
5.5
5.3
4.6
5.8
5.4
4.6
6.0
Connectivity
No. of Apps
Price
10.0
3.2
8.5
PERIOD 9
Economy
-7
-3
-8
-7
-3
-9
-8
-3
-10
-9
-4
-12
-9
-4
-14
Economy
Moderate
-
Followers
2,370
1,930
3,000
1,510
1,400
4,090
14,300
Followers
2,030
340
440
1,490
2,460
2,430
860
250
780
850
540
200
1,310
1,400
4,090
9,220
14,300
RKET PERIOD 9
Online Stores
29
48
54
30
30
26
217
Online Stores
13
16
18
30
29
25
15
30
65
35
10
20
30
26
315
217
Followers
Followers
KET PERIOD 9
Online Stores
Online Stores
Total until
Period 14
-80.6%
-57.5%
119.7%
Average until
Period 14
-28.0%
-15.7%
17.0%
1,555
18.0%
70.3%
arket size in one and five periods, if a brand were introduced next period.
11.2%
Period 14
Period 10
15
71
1,469
-8.2%
-28.6%
32.6%
Followers
Period 9
Period 10
8.4%
18.4%
73.2%
6.6%
11.1%
82.3%
100.0%
100.0%
0.0%
Level Utility
0.0%
0.0%
Level Utility
Level Utility
100.0%