FINANCIAL REPORT – FIRM Mamba – PERIOD 7

Company Profit & Loss Statement

Period 1 Period 2
Revenues 35,340 36,744
Cost of goods sold -15,051 -13,950
Inventory holding costs -557 -194
Inventory selling costs 0 0
Contribution before marketing 19,733 22,600
Advertising media -3,840 -3,500
Advertising research -160 -500
Commercial team costs -1,224 -1,288
Contribution after marketing 14,509 17,312
Market research studies -245 -474
Research and development 0 0
Loan reimbursed 0 0
Loan received 0 0
Interests paid 0 0
Exceptional costs or profits 0 0
Earnings before taxes 14,264 16,838
All numbers in thousands of dollars

Market Contribution
Sonites Vodites
Revenues 70,170 31,937
Cost of goods sold -31,503 -24,808
Inventory holding costs 0 0
Inventory selling costs 0 0
Contribution before marketing 38,668 7,129
Advertising media -2,007 -1,300
Advertising research -600 -600
Commercial team costs -2,476 -747
Contribution after marketing 33,585 4,481
Market research studies -528 -454
Research and development 0 0
Net contribution 33,057 4,028
All numbers in thousands of dollars

Product Contribution
MOST MEAN
Sonites Vodites
Revenues 70,170 31,937
Cost of goods sold -31,503 -24,808
Inventory holding costs 0 0
Inventory selling costs 0 0
Contribution before marketing 38,668 7,129
Advertising media -2,007 -1,300
Advertising research -600 -600
 Commercial team costs -2,476 -747
Contribution after marketing 33,585 4,481
All numbers in thousands of dollars

Retail and Selling Prices

MOST MEAN
Sonites Vodites
Rec. retail price 210 490
Average retail price 194 461
Average selling price 133 310

Market Shares
MOST MEAN
Sonites Vodites
Market share - Unit 19.8% 8.1%
Market share - Value 12.9% 8.4%

Distribution Coverage and Volume Sold

Distribution Coverage (% ou

Specialty Stores

MEAN Vodites 27%

MOST Sonites 43%

Sales, Production and Inventory

MOST MEAN
Sonites Vodites
Volume sold 529 103
Planned production 550 80
Actual production 529 96
Inventory at beginning of period 0 7
Inventory at end of period 0 0
All numbers in thousands of units

Unit Cost, COGS and Inventory Holding Cost

MOST MEAN
Sonites Vodites
Volume sold 529 103
Unit cost (current) 60 238
 Unit cost (average) 60 241
Cost of goods sold 31,503 24,808
Inventory at end of period 0 0
Inventory holding costs 0 0
All numbers in thousand of units, except unit costs in $ and Cost of goods sold in thousands of dollars

Research and Development Projects

Available since
MARKET : Sonites # Features
Period
POMOST3 6 10
POMOST2 4 9
POMOVE1 3 13
POMOST1 2 8
POMOVE
POMOST 0 13
8

Unit costs are given in $. Cumulative budget and Budget required for completion are given in thousands of $

Available since
MARKET : Vodites Resolution
Period
PEMEXX2 5 71
PEMEAN 4 52
PEMEXX 3 59
PEMEAN1 2 30
PEMEXX3 62

Unit costs are given in $. Cumulative budget and Budget required for completion are given in thousands of $
Period 3 Period 4 Period 5 Period 6 Period 7 Period 8
40,174 57,660 65,241 61,064 75,474 102,107
-14,375 -21,702 -21,463 -33,977 -39,177 -56,311
-9 -616 -4,062 -3,732 -1,477 0
0 0 0 -1,335 -3,212 0
25,790 35,343 39,716 22,020 31,609 45,796
-4,100 -1,752 -1,677 -2,924 -2,600 -3,307
0 -1,700 -700 -1,400 -1,095 -1,200
-1,172 -3,858 -6,887 -5,175 -3,687 -3,223
20,519 28,033 30,452 12,522 24,226 38,066
-515 -888 -942 -978 -1,018 -1,019
-9,800 -5,790 -3,360 -2,600 -2,100 0
0 -1,411 -2,501 -3,301 -4,057 -4,807
8,617 5,790 3,360 2,600 2,100 0
-862 -1,441 -1,636 -1,645 -1,525 -1,120
0 -22 0 0 -5,313 -3,310
17,959 24,271 25,374 6,597 12,312 27,811
Distribution Coverage (% outlets) Volume sold

Mass Merch. Online Stores Specialty Stores Mass Merch. Online Stores

34% 34% 26,292 44,764 31,880

60% 43% 74,146 367,356 87,552

Total Number of Outlets 8,666 7,000 1,166

goods sold in thousands of dollars

Desired base Minimum base

Design Battery Display PPower cost cost
6 36 18 30 90 90
6 34 18 28 88 86
4 53 26 67 147 143
6 53 11 28 85 83
4
5 82
53 17
11 30
10 147
94 94
56

or completion are given in thousands of $. Physical characteristics are given in the appropriate units: Kg, kHz, hours, etc.

Desired base Minimum base

Energy Carbon Connectivity Apps cost cost
61 32 7 59 297 291
76 31 6 41 277 273
65 10 9 96 357 351
20 5 5 41 203 198
42 15 6 20 251 251

or completion are given in thousands of $. Physical characteristics are given in the appropriate units: Kg, kHz, hours, etc.
Cumulative
473,805
-216,006
-10,646
-4,546
242,606
-23,699
-6,755
-26,513
185,639
-6,079
-23,650
-16,078
22,467
-8,228
-8,646
145,425
d
 Required budget Cumulative
for completion allocated budget
0 500
0 800
0 1,590
0 400
0 2,000
1,500

Hz, hours, etc.

Required budget Cumulative

for completion allocated budget
0 2,600
0 2,560
0 5,600
0 8,000
830 1,600

Hz, hours, etc.

 High Agile

Product Variety
Low Lean

Low High

Product Volume
INDUSTRY DASHBOARD – PERIOD 7

Share Price Net

Period Firm Revenues
Index contribution
7 L 1,209 99,542 21,746
7 M 1,191 102,107 27,811
7 R 3,025 250,842 86,747
7 S 1,665 147,828 27,072
7 T 2,931 300,079 110,263
6 L 1,331 106,484 19,755
6 M 1,037 75,474 12,312
6 R 2,944 208,482 95,895
6 S 1,603 120,005 39,125
6 T 2,719 251,660 93,028
5 L 1,321 83,799 24,766
5 M 1,051 61,064 6,597
5 R 2,560 174,033 81,809
5 S 1,577 94,275 24,138
5 T 2,456 204,227 74,456
4 L 1,361 79,443 28,073
4 M 1,341 65,241 25,374
4 R 2,018 115,366 44,672
4 S 1,423 75,241 12,360
4 T 2,054 147,619 53,014
3 L 1,449 74,008 30,021
3 M 1,345 57,660 24,271
3 R 1,694 96,264 36,747
3 S 986 32,836 3,319
3 T 1,828 110,943 37,097

Revenues, Net Contribution and Retail sales are given in thousands of dollars. Volume sold is given in thousa
 Market share - Retail sales Market share - Volume sold
Value Unit
11.1% 151,124 9.8% 386
11.0% 149,932 16.1% 632
28.1% 382,968 25.7% 1,013
16.4% 223,579 18.2% 718
33.3% 453,596 30.2% 1,187
14.0% 162,933 12.9% 435
9.7% 112,042 13.8% 467
27.4% 317,500 26.8% 903
15.8% 183,624 17.8% 600
33.1% 384,466 28.7% 968
13.6% 128,682 12.8% 346
9.6% 90,735 14.7% 399
28.2% 266,740 26.6% 722
15.4% 146,197 16.6% 449
33.2% 314,011 29.3% 793
16.5% 122,311 14.7% 308
13.0% 96,434 19.8% 415
24.0% 178,133 22.1% 463
15.8% 117,342 17.1% 359
30.8% 228,932 26.3% 551
19.9% 114,150 17.8% 283
15.0% 85,828 21.7% 345
25.9% 148,730 23.7% 376
8.8% 50,723 12.1% 192
30.3% 173,805 24.7% 393

dollars. Volume sold is given in thousands of units.

MARKET REPORT – Sonites MARKET – PERIOD 7
Retail Sales and Volume Sold
Launched in Market share -
MARKET : Sonites Retail sales
Period Value
LOCK 0 0.4% 3,266
LOOP 0 6.7% 53,066
LORD 5 2.0% 15,758
MOST 0 12.9% 102,468
ROCK 0 18.6% 147,810
ROROPE 3 7.3% 58,171
ROSE 7 4.1% 32,820
SODA 6 2.6% 20,802
SOLO 0 15.2% 120,632
SONATA 5 5.2% 41,522
TONE 0 14.0% 111,323
TOPS 0 8.6% 68,472
TOSS 3 2.4% 19,332

Retail sales are given in thousands of dollars. Volume sold is given in thousands of units. Retail price and Bas
If the table above is empty, it means that no offerings are marketed yet in the Sonites market

Physical Characteristics
Launched in
MARKET : Sonites # Features Design
Period
LOCK 0 7 7
LOOP 0 14 8
LORD 5 9 6
MOST 0 10 6
ROCK 0 16 7
ROROPE 3 8 6
ROSE 7 8 7
SODA 6 7 6
SOLO 0 11 7
SONATA 5 15 8
TONE 0 16 7
TOPS 0 8 7
TOSS 3 9 6

Retail price and Base cost are given in dollar. Physical characteristics are given in the appropriate units: Kg, k
If the table above is empty, it means that no offerings are marketed yet in the Sonites market
 Variation Market share - Rec. retail
Volume sold Variation Base Cost
Unit price
-3,296 0.8% 22 -22 160 46
-15,293 4.3% 114 -33 480 193
-3,046 2.8% 75 -15 225 88
22,203 19.8% 529 125 210 88
-39,729 11.7% 313 -84 490 178
-21,239 10.9% 292 -106 215 81
4.0% 108 320 158 New
9,911 4.2% 111 53 205 85
-7,904 15.3% 410 -24 310 193
13,616 3.8% 102 33 420 148
-40,817 8.8% 235 -87 490 168
16,102 9.0% 240 57 300 158
7,886 4.5% 120 49 175 80

ousands of units. Retail price and Base cost are given in dollar.
t in the Sonites market

Rec. retail
Battery Display PPower Base Cost
price
29 4 5 160 47
74 29 89 480 197
36 18 30 225 90
36 18 30 210 90
78 33 75 490 182
54 13 25 215 83
47 28 75 320 162
35 16 30 205 87
64 34 94 310 197
70 22 59 420 151
74 24 75 490 171
47 28 75 300 162
36 11 29 175 82

e given in the appropriate units: Kg, kHz, hours, etc.

t in the Sonites market
MARKET REPORT – Vodites MARKET – PERIOD 7
Retail Sales and Volume Sold
Launched in Market share -
MARKET : Vodites Retail sales
Period Value
LEMON 4 7.5% 42,853
LETTER 6 6.5% 36,181
MEAN 3 8.4% 47,464
READ 5 19.7% 112,584
REFO 5 5.6% 31,584
SEED 4 7.2% 40,623
TEDX 3 29.7% 168,153
TERX 6 15.4% 86,315

Retail sales are given in thousands of dollars. Volume sold is given in thousands of units. Retail price and Bas
If the table above is empty, it means that no offerings are marketed yet in the Vodites market

Physical Characteristics
Launched in
MARKET : Vodites Resolution Energy
Period
LEMON 4 70 40
LETTER 6 53 63
MEAN 3 52 76
READ 5 70 59
REFO 5 57 64
SEED 4 65 42
TEDX 3 79 35
TERX 6 53 63

Retail price and Base cost are given in dollar. Physical characteristics are given in the appropriate units: Kg, k
If the table above is empty, it means that no offerings are marketed yet in the Vodites market
 Variation Market share - Rec. retail
Volume sold Variation Base Cost
Unit price
-8,304 7.2% 91 -17 490 281
18,129 6.6% 83 38 465 267
28,300 8.1% 103 64 490 272
72,022 19.0% 240 153 485 277
21,594 4.7% 60 40 560 267
24,332 7.6% 96 56 450 238
38,116 31.7% 401 93 442 271
47,843 15.1% 191 107 480 267

ousands of units. Retail price and Base cost are given in dollar.
t in the Vodites market

Rec. retail
Carbon Connectivity Apps Base Cost
price
20 7 65 490 287
23 6 42 465 272
31 6 41 490 277
35 7 57 485 283
24 6 43 560 272
29 6 36 450 243
15 7 20 442 276
23 6 42 480 272

e given in the appropriate units: Kg, kHz, hours, etc.

t in the Vodites market
INDUSTRY BENCHMARKING – PERIOD 7
If the tables below are empty, it means that the Benchmarking study was not purchased this period

Company Profit & Loss Statements

L M R
Revenues 99,542 102,107 250,842
Cost of goods sold -65,059 -56,311 -132,510
Inventory holding costs -491 0 -952
Inventory selling costs 0 0 0
Contribution before marketing 33,992 45,796 117,379
Advertising media -1,971 -3,307 -12,821
Advertising research -600 -1,200 -3,706
Commercial team costs -5,750 -3,223 -7,254
Contribution after marketing 25,670 38,066 93,598
Market research studies -429 -1,019 -1,019
Research and development 0 0 0
Interests paid -807 -1,120 -1,631
Exceptional costs or profits 0 -3,310 0
Earnings before taxes 21,746 27,811 86,747
All numbers in thousands of dollars

Company Profit & Loss Statements by Market

MARKET : Sonites L M R
Revenues 47,304 70,170 157,182
Cost of goods sold -23,864 -31,503 -60,309
Inventory holding costs -128 0 -952
Inventory selling costs 0 0 0
Contribution before marketing 23,311 38,668 95,921
Advertising media -963 -2,007 -7,121
Advertising research -250 -600 -1,900
Commercial team costs -3,434 -2,476 -4,606
Contribution after marketing 18,665 33,585 82,294
Market research studies -224 -528 -528
Research and development 0 0 0
Net contribution 18,441 33,057 81,766
All numbers in thousands of dollars

MARKET : Vodites L M R
Revenues 52,238 31,937 93,660
Cost of goods sold -41,195 -24,808 -72,202
Inventory holding costs -363 0 0
Inventory selling costs 0 0 0
Contribution before marketing 10,680 7,129 21,458
Advertising media -1,008 -1,300 -5,700
Advertising research -350 -600 -1,806
Commercial team costs -2,316 -747 -2,648
Contribution after marketing 7,005 4,481 11,304
Market research studies -205 -454 -454
Research and development 0 0 0
Net contribution 6,800 4,028 10,851
All numbers in thousands of dollars
 S T
147,828 300,079
-100,313 -166,309
-214 -1,197
0 -126
47,302 132,447
-9,700 -9,000
-1,110 -2,600
-3,885 -6,459
32,607 114,388
-870 -1,019
-1,220 0
-1,094 -716
0 0
27,072 110,263

S T
120,556 130,447
-77,245 -62,989
-214 -976
0 -126
43,097 66,357
-6,700 -5,000
-810 -1,400
-3,052 -4,240
32,535 55,717
-454 -528
-1,220 0
30,862 55,189

S T
27,272 169,632
-23,068 -103,320
0 -221
0 0
4,205 66,091
-3,000 -4,000
-300 -1,200
-833 -2,220
72 58,671
-379 -454
0 0
-307 58,217
CONSUMER SURVEY – Sonites MARKET – PERIOD 7
If some of the tables below are empty, it means that the corresponding study was not purchased this period, or that n

Brand Awareness
MARKET : Sonites Average Explorers
LOCK L 46% 36%
LOOP L 47% 54%
LORD L 17% 20%
MOST M 55% 54%
ROCK R 52% 66%
ROROPE R 55% 61%
ROSE R 17% 30%
SODA S 22% 32%
SOLO S 46% 58%
SONATA S 20% 40%
TONE T 50% 63%
TOPS T 56% 68%
TOSS T 50% 53%

Purchase Intentions
MARKET : Sonites Average Explorers
LOCK L 1% 1%
LOOP L 5% 12%
LORD L 3% 1%
MOST M 13% 2%
ROCK R 12% 17%
ROROPE R 8% 2%
ROSE R 7% 9%
SODA S 5% 1%
SOLO S 14% 15%
 SONATA S 8% 9%
TONE T 8% 15%
TOPS T 11% 14%
TOSS T 4% 2%

Total 100% 100%

Shopping Habits
MARKET : Sonites Explorers Shoppers
MassMerch 17% 41%
Online Stores 22% 24%
Specialty Stores 62% 35%

Total 100% 100%

CONSUMER PANEL – Sonites MARKET – PERIOD 7

Market Shares by Consumer Segment (based on volume)
MARKET : Sonites Total Explorers
LOCK L 1% 1%
LOOP L 4% 12%
LORD L 3% 1%
MOST M 20% 3%
ROCK R 12% 20%
ROROPE R 11% 2%
ROSE R 4% 6%
SODA S 4% 1%
SOLO S 15% 19%
SONATA S 4% 5%
TONE T 9% 18%
TOPS T 9% 13%
 TOSS T 5% 1%

Total 100% 100%

Volume Sold by Consumer Segment

MARKET : Sonites Total Explorers
LOCK L 22 1
LOOP L 114 17
LORD L 75 1
MOST M 529 4
ROCK R 313 29
ROROPE R 292 4
ROSE R 108 8
SODA S 111 1
SOLO S 410 27
SONATA S 102 8
TONE T 235 27
TOPS T 240 19
TOSS T 120 2
 Total 2,671 148
All numbers in thousands of units

DISTRIBUTION PANEL – Sonites MARKET – PERIOD 7

Sales and Market Shares by Channel (based on volume)
Market share - Unit
MARKET : Sonites
Specialty Stores Mass Merch.

LOCK L 0% 1%
LOOP L 7% 2%
LORD L 2% 4%
MOST M 9% 30%
ROCK R 19% 6%
ROROPE R 6% 16%
ROSE R 5% 3%
SODA S 1% 7%
SOLO S 19% 13%
SONATA S 7% 1%
TONE T 14% 3%
TOPS T 11% 7%
TOSS T 2% 7%

Total 100% 100%

Distribution Coverage and Number of Outlets in each Channel

Distribution Coverage (% outlets)
MARKET : Sonites
 MARKET : Sonites
Specialty Stores Mass Merch.

LOCK L 21% 31%

LOOP L 43% 25%
LORD L 35% 32%
MOST M 43% 60%
ROCK R 50% 33%
ROROPE R 43% 49%
ROSE R 42% 41%
SODA S 13% 37%
SOLO S 42% 40%
SONATA S 39% 16%
TONE T 45% 28%
TOPS T 46% 41%
TOSS T 23% 48%

SEMANTIC SCALES – Sonites MARKET – PERIOD 7

Brand Perceptions - On a scale from 1 (Low) to 7 (High)
MARKET : Sonites # Features Design
LOCK L 2.3 5.0
LOOP L 4.7 5.0
LORD L 2.5 3.2
MOST M 2.7 3.2
ROCK R 5.5 4.9
ROROPE R 2.2 4.1
ROSE R 2.2 5.1
SODA S 1.7 3.2
SOLO S 3.1 4.9
SONATA S 5.1 5.7
TONE T 5.3 5.3
 TOPS T 2.1 3.6
TOSS T 2.4 2.4

Ideal Values for each Segment - On a scale from 1 (Low) to 7 (High)

Segment Period # Features Design
Explorers 7 4.1 2.9
High Earners 7 3.2 5.8
Professionals 7 4.4 5.2
Savers 7 2.8 4.1
Shoppers 7 2.4 5.2
Explorers 6 4.2 2.7
High Earners 6 3.2 5.8
Professionals 6 4.5 5.2
Savers 6 2.8 4.1
Shoppers 6 2.3 5.2
Explorers 5 4.3 2.5
High Earners 5 3.2 5.8
Professionals 5 4.6 5.3
Savers 5 2.7 4.0
Shoppers 5 2.2 5.2
Explorers 4 4.4 2.2
High Earners 4 3.2 5.8
Professionals 4 4.8 5.3
Savers 4 2.7 4.0
Shoppers 4 2.1 5.2
Explorers 3 4.5 2.0
High Earners 3 3.2 5.8
Professionals 3 5.0 5.4
Savers 3 2.6 3.9
Shoppers 3 2.0 5.2
 Importance of characteristics
# Features Design
On a scale from 1 (not important) to 10 (very important). 1.4 3.6

MULTIDIMENSIONAL SCALING – Sonites MARKET – PERIOD 7

Brand Perceptions - On a scale from -20 (Low) to +20 (High)
Building a perceptual map requires many data points. Hence, this study will not be available until several brands

MARKET : Sonites Economy Performance

LOCK L 13 -20
LOOP L -13 8
LORD L 12 -9
MOST M 12 -9
ROCK R -13 12
ROROPE R 12 -12
ROSE R 5 9
SODA S 13 -9
SOLO S 6 11
SONATA S -10 2
TONE T -11 4
TOPS T 7 9
TOSS T 13 -11

Ideal Values for each Segment - On a scale from -20 (Low) to +20 (High)
Segment Period Economy Performance
 Explorers 7 -3 10
High Earners 7 -10 2
Professionals 7 -14 12
Savers 7 13 -8
Shoppers 7 8 10
Explorers 6 -2 11
High Earners 6 -10 2
Professionals 6 -14 12
Savers 6 13 -9
Shoppers 6 8 9
Explorers 5 -1 12
High Earners 5 -10 3
Professionals 5 -12 12
Savers 5 13 -9
Shoppers 5 7 7
Explorers 4 1 13
High Earners 4 -10 3
Professionals 4 -11 11
Savers 4 13 -10
Shoppers 4 7 6
Explorers 3 1 14
High Earners 3 -11 4
Professionals 3 -10 10
Savers 3 13 -10
Shoppers 3 7 4

Influence of Product Characteristics on Perceptual Dimensions

MARKET : Sonites Economy Performance
Features Slight -
Design Index - -
Battery Life Slight -
Display Size - Moderate
Processing Power - Very Strong
Price Very Strong -

COMPETITIVE ADVERTISING – Sonites MARKET – PERIOD 7

Estimated Advertising Expenditures (in thousand dollars) – By Firm and Consumer Segmen
MARKET : Sonites Total Explorers
L 1,190 120
M 2,680 250
R 8,890 770
S 7,480 680
 T 6,570 620

Total 26,810 2,440

All numbers in thousands of dollars

Estimated Advertising Expenditures (in thousand dollars) – By Brand and Consumer Segme
MARKET : Sonites Total Explorers
LOCK L 100 0
LOOP L 500 60
LORD L 590 60
MOST M 2,680 250
ROCK R 2,060 190
ROROPE R 3,740 320
ROSE R 3,090 260
SODA S 3,070 280
SOLO S 1,200 120
SONATA S 3,210 280
TONE T 1,360 130
TOPS T 2,530 240
TOSS T 2,680 250

Total 26,810 2,440

All numbers in thousands of dollars

COMPETITIVE COMMERCIAL TEAMS – Sonites MARKET – PERIOD 7

Estimated Commercial Team Size (in full-time equivalent) – By Firm and Channel
MARKET : Sonites Total Specialty Stores

L 126 48
M 97 22
R 181 68
 S 121 43
T 170 56

Total 695 237

Estimated Commercial Team Size (in full-time equivalent) – By Brand and Channel
MARKET : Sonites Total Specialty Stores

LOCK L 32 8
LOOP L 50 23
LORD L 44 17
MOST M 97 22
ROCK R 62 30
ROROPE R 65 20
ROSE R 54 18
SODA S 27 4
SOLO S 62 22
SONATA S 32 17
TONE T 55 25
TOPS T 63 23
TOSS T 52 8

Total 695 237

ADVERTISING EXPERIMENT – Sonites MARKET – PERIOD 7

Expected Change in Brand Awareness
MARKET : Sonites Explorers Shoppers
MOST M 1.7% 0.2%
 Expected Change in unit Market Share (%U)
MARKET : Sonites Explorers Shoppers
MOST M 0.1% 0.0%

Expected Change in Contribution (in K$)

MARKET : Sonites
MOST M 1,961

Total 1,961

COMMERCIAL TEAM EXPERIMENT – Sonites MARKET – PERIOD 7

Expected Change in Number of Distributors
MARKET : Sonites Specialty Stores Mass Merch.

MOST M 367 60

Expected Change in unit Market Share (%U)

MARKET : Sonites Specialty Stores Mass Merch.

MOST M 0.8% 0.6%

Expected Change in Contribution (in K$)

MARKET : Sonites
MOST M 1,467

Total 1,467
MARKET FORECAST – Sonites MARKET – PERIOD 7
Expected Market Size and Growth Rate by Consumer Segment
Market Size (in thousands of units)

MARKET : Sonites Period 7 Period 8

Explorers 147 135

Shoppers 758 812
Professionals 344 316
High Earners 316 307
Savers 1,105 1,240
Total 2,670 2,810
If the market is not created yet, the table above shows the potential market size in one and five periods, if a

CONJOINT ANALYSIS – Sonites MARKET – PERIOD 7

Relative Importance of Price and Physical Characteristics
MARKET : Sonites Explorers Shoppers
Design 1.8% 23.2%
Display Size 2.8% 3.0%
Processing Power 25.2% 29.3%
Price 70.1% 44.5%
Total 99.9% 100.0%

Levels and Utilities

Design
MARKET : Sonites Level Utility
Explorers 5 0.36
6 0.38
7 0.37
8 0.35
Shoppers 6 0.14
7 0.60
8 0.65
9 0.66
Professionals 6 0.20
7 0.64
8 0.69
9 0.68
High Earners 7 0.28
8 0.47
9 0.47
10 0.46
Savers 6 0.44
7 0.69
8 0.63
9 0.56
purchased this period, or that no offerings are marketed yet in the Sonites market

Shoppers Professionals High Earners Savers

48% 37% 35% 53%
47% 60% 60% 39%
18% 15% 15% 17%
52% 42% 42% 66%
49% 73% 64% 42%
48% 37% 37% 69%
23% 13% 13% 13%
10% 12% 12% 35%
55% 45% 43% 39%
13% 22% 49% 13%
50% 61% 68% 39%
66% 66% 53% 47%
35% 34% 33% 69%

Shoppers Professionals High Earners Savers

1% 0% 0% 3%
1% 21% 7% 0%
1% 0% 0% 9%
2% 0% 0% 37%
1% 70% 4% 0%
2% 0% 0% 23%
20% 0% 0% 0%
0% 0% 0% 15%
40% 1% 1% 1%
 0% 1% 46% 0%
2% 6% 41% 0%
30% 1% 1% 1%
1% 0% 0% 11%

100% 100% 100% 100%

Professionals High Earners Savers

30% 24% 63%
28% 31% 20%
42% 45% 17%

100% 100% 100%

Shoppers Professionals High Earners Savers

1% 0% 0% 2%
1% 19% 8% 0%
1% 0% 0% 6%
3% 0% 1% 46%
2% 74% 5% 0%
2% 0% 0% 25%
13% 0% 0% 0%
0% 0% 0% 10%
49% 1% 1% 1%
0% 1% 29% 0%
2% 6% 55% 0%
28% 1% 1% 1%
 1% 0% 0% 10%

100% 100% 100% 100%

Shoppers Professionals High Earners Savers

4 0 0 17
8 64 24 2
4 0 0 69
19 1 2 504
12 253 17 2
13 0 1 274
97 0 1 1
2 0 0 108
369 2 4 7
1 2 90 0
12 20 174 3
209 2 3 8
7 0 1 110
 757 344 317 1,105

Market share - Unit Volume sold

Online Stores Specialty Stores Mass Merch. Online Stores

1% 3,668 13,468 4,865

6% 57,846 21,482 35,131
3% 14,359 45,930 15,093
14% 74,146 367,356 87,552
14% 156,780 68,614 87,495
9% 46,376 188,613 57,300
4% 40,584 41,364 26,052
2% 9,547 88,315 13,097
16% 157,555 156,290 95,704
5% 57,932 12,985 30,783
12% 121,102 40,494 73,308
10% 92,709 87,911 59,380
4% 12,936 83,509 23,555

100% 0% 845,540 1,216,331 609,315 0

bution Coverage (% outlets) Number of Outlets

Online Stores Specialty Stores Mass Merch. Online Stores

30% 1,810 2,151 348

42% 3,685 1,726 494
33% 3,067 2,247 387
43% 3,742 4,208 497
43% 4,362 2,281 503
47% 3,749 3,441 553
42% 3,596 2,868 485
15% 1,141 2,590 175
39% 3,654 2,795 455
30% 3,371 1,103 354
44% 3,921 1,942 507
46% 4,023 2,871 538
41% 2,015 3,390 479

Total Number of Outlets 8,666 7,000 1,166

Battery Display PPower Price

1.5 1.5 1.5 2.0
4.9 5.0 5.4 6.0
1.9 3.2 2.4 2.3
2.1 3.1 2.4 2.1
5.6 6.1 5.7 5.9
3.7 2.4 2.1 2.3
2.9 5.2 5.4 3.3
1.8 2.9 2.5 2.1
4.4 5.7 5.7 3.1
5.0 4.0 4.5 5.5
5.3 4.4 4.8 5.7
 2.9 5.4 5.4 3.0
2.3 2.2 2.4 2.0

Battery Display PPower Price

5.0 5.6 5.6 4.5
3.2 3.8 4.4 5.5
4.7 5.9 5.8 6.2
2.0 3.4 2.6 2.1
3.0 5.4 5.5 2.8
5.1 5.6 5.7 4.3
3.3 3.9 4.5 5.5
4.7 5.8 5.8 6.0
2.0 3.3 2.5 2.1
3.0 5.2 5.3 2.9
5.3 5.7 5.9 4.1
3.3 4.0 4.6 5.5
4.8 5.8 5.8 5.9
1.9 3.2 2.4 2.1
3.0 5.0 5.2 2.9
5.4 5.8 6.0 3.9
3.4 4.1 4.7 5.6
4.9 5.7 5.7 5.6
1.9 3.0 2.3 2.1
3.0 4.8 5.0 3.0
5.6 5.9 6.1 3.8
3.4 4.3 4.7 5.6
4.9 5.6 5.5 5.4
1.8 2.9 2.3 2.1
3.0 4.6 4.6 3.0
 Battery Display PPower Price
1.7 3.1 5.8 10.0

RIOD 7

e available until several brands are marketed in the category.

Convenience
0
6
-7
-7
7
-1
2
-8
4
10
8
-5
-11

Convenience
 -4
7
7
-3
3
-4
7
7
-3
3
-5
7
7
-3
3
-6
7
8
-4
3
-7
7
8
-4
3

Convenience
Slight
Strong
Slight
-
-
Slight

m and Consumer Segment

Shoppers Professionals High Earners Savers
270 130 310 360
250 250 250 1,680
2,490 1,700 950 2,980
1,280 680 2,490 2,350
 1,630 1,070 1,200 2,050

5,920 3,830 5,200 9,420

ds of dollars

nd and Consumer Segment

Shoppers Professionals High Earners Savers
0 0 0 100
60 70 250 60
210 60 60 200
250 250 250 1,680
190 1,120 370 190
440 320 320 2,340
1,860 260 260 450
280 280 280 1,950
720 120 120 120
280 280 2,090 280
130 260 710 130
1,250 560 240 240
250 250 250 1,680

5,920 3,830 5,200 9,420

ds of dollars

T – PERIOD 7
m and Channel
Mass Merch. Online Stores

45 33
62 13
72 41
 54 24
72 42

305 153 0

nd and Channel
Mass Merch. Online Stores

16 8
12 15
17 10
62 13
18 14
30 15
24 12
20 3
27 13
7 8
15 15
25 15
32 12

305 153 0

Professionals High Earners Savers

0.4% 0.5% 1.1%
 Professionals High Earners Savers
0.0% 0.0% 1.6%

– PERIOD 7

Online Stores

70

Online Stores

1.5%
thousands of units) Market Growth (in % unit) Relative Market Size (in % of total size)
Total until Average until
Period 12 Period 8 Period 7 Period 8
Period 12 Period 12
92 -8.2% -37.3% -8.9% 5.5% 4.8%
1,027 7.1% 35.4% 6.3% 28.4% 28.9%
216 -8.2% -37.3% -8.9% 12.9% 11.2%
260 -3.1% -17.9% -3.9% 11.8% 10.9%
1,889 12.2% 70.9% 11.3% 41.4% 44.1%
3,484 5.2% 30.5% 5.5% 100.0% 100.0%
size in one and five periods, if a brand were introduced next period.

Professionals High Earners Savers

20.4% 11.3% 12.1%
4.1% 1.4% 2.8%
34.1% 26.1% 35.6%
41.4% 61.2% 49.5%
100.0% 100.0% 100.0%

Display Proc. Power Price

Level Utility Level Utility Level Utility
22 0.34 52 0.16 263 0.00
28 0.38 68 0.44 343 1.00
34 0.38 84 0.52 423 0.37
40 0.37 100 0.34 503 0.09
21 0.53 52 0.16 134 0.14
27 0.52 68 0.72 214 0.91
33 0.53 84 0.82 294 1.00
39 0.47 100 0.35 374 0.00
22 0.50 52 0.11 343 0.00
28 0.55 68 0.47 423 0.56
34 0.60 84 0.93 503 1.00
40 0.56 100 0.70 583 0.65
12 0.42 37 0.21 330 0.00
18 0.42 53 0.64 410 1.00
24 0.43 69 0.60 490 0.49
30 0.41 85 0.23 570 0.19
10 0.54 10 0.35 100 0.84
16 0.60 26 0.91 180 1.00
22 0.59 42 0.88 260 0.48
28 0.60 58 0.19 340 0.00
Size (in % of total size)

Period 12

2.6%
29.5%
6.2%
7.5%
54.2%
100.0%
CONSUMER SURVEY – Vodites MARKET – PERIOD 7
If some of the tables below are empty, it means that the corresponding study was not purchased this period, or that n

Brand Awareness
MARKET : Vodites Average Innovators
LEMON L 31% 34%
LETTER L 16% 16%
MEAN M 35% 36%
READ R 41% 64%
REFO R 42% 43%
SEED S 40% 46%
TEDX T 56% 66%
TERX T 34% 53%

Purchase Intentions
MARKET : Vodites Average Innovators
LEMON L 6% 11%
LETTER L 10% 2%
MEAN M 7% 4%
READ R 21% 52%
REFO R 12% 6%
SEED S 6% 4%
TEDX T 20% 14%
TERX T 18% 8%
 Total 100% 100%

Shopping Habits
MARKET : Vodites Innovators Early Adopters
MassMerch 13% 25%
Online Stores 20% 25%
Specialty Stores 67% 50%

Total 100% 100%

CONSUMER PANEL – Vodites MARKET – PERIOD 7

Market Shares by Consumer Segment (based on volume)
MARKET : Vodites Total Innovators
LEMON L 7% 14%
LETTER L 7% 1%
MEAN M 8% 4%
READ R 19% 51%
REFO R 5% 2%
SEED S 8% 4%
TEDX T 32% 20%
TERX T 15% 5%
 Total 100% 100%

Volume Sold by Consumer Segment

MARKET : Vodites Total Innovators
LEMON L 91 14
LETTER L 83 1
MEAN M 103 4
READ R 240 53
REFO R 60 2
SEED S 96 4
TEDX T 401 21
TERX T 191 6
 Total 1,265 105
All numbers in thousands of units

DISTRIBUTION PANEL – Vodites MARKET – PERIOD 7

Sales and Market Shares by Channel (based on volume)
Market share - Unit
MARKET : Vodites
Specialty Stores Mass Merch.

LEMON L 10% 5%
LETTER L 4% 9%
MEAN M 6% 10%
READ R 29% 11%
REFO R 3% 6%
SEED S 6% 10%
TEDX T 30% 31%
TERX T 11% 19%

Total 100% 100%

Distribution Coverage and Number of Outlets in each Channel

Distribution Coverage (% outlets)
MARKET : Vodites
 MARKET : Vodites
Specialty Stores Mass Merch.

LEMON L 45% 31%

LETTER L 30% 42%
MEAN M 27% 34%
READ R 51% 39%
REFO R 38% 50%
SEED S 31% 40%
TEDX T 47% 35%
TERX T 37% 46%

SEMANTIC SCALES – Vodites MARKET – PERIOD 7

Brand Perceptions - On a scale from 1 (Low) to 7 (High)
MARKET : Vodites Resolution Energy
LEMON L 5.0 2.8
LETTER L 3.4 4.8
MEAN M 3.0 5.1
READ R 5.0 4.4
REFO R 3.6 4.9
SEED S 3.8 2.7
TEDX T 5.1 2.3
TERX T 3.4 4.9
Ideal Values for each Segment - On a scale from 1 (Low) to 7 (High)
Segment Period Resolution Energy
Adopters 7 5.0 4.3
Followers 7 3.8 4.6
Innovators 7 5.4 3.9
Early Adopters 6 4.9 4.3
Followers 6 3.7 4.6
Innovators 6 5.4 3.7
Early Adopters 5 4.8 4.2
Followers 5 3.7 4.6
Innovators 5 5.3 3.6
Early Adopters 4 4.7 4.2
Followers 4 3.5 4.6
Innovators 4 5.2 3.5
Early Adopters 3 4.5 4.1
Followers 3 3.3 4.5
Innovators 3 5.1 3.3
 Importance of characteristics
Resolution Energy
On a scale from 1 (not important) to 10 (very important). 5.9 4.9

MULTIDIMENSIONAL SCALING – Vodites MARKET – PERIOD 7

Brand Perceptions - On a scale from -20 (Low) to +20 (High)
Building a perceptual map requires many data points. Hence, this study will not be available until several brands

MARKET : Vodites Autonomy Sophistication

LEMON L 0 6
LETTER L -1 -3
MEAN M -1 -5
READ R 3 3
REFO R -1 -3
SEED S -5 -3
TEDX T -1 3
TERX T 0 -3

Ideal Values for each Segment - On a scale from -20 (Low) to +20 (High)
Segment Period Autonomy Sophistication
 Adopters 7 4 4
Followers 7 -1 0
Innovators 7 6 6
Early Adopters 6 3 4
Followers 6 -1 -1
Innovators 6 6 5
Early Adopters 5 2 3
Followers 5 -1 -1
Innovators 5 5 5
Early Adopters 4 1 3
Followers 4 -1 -2
Innovators 4 4 4
Early Adopters 3 0 2
Followers 3 -3 -3
Innovators 3 3 4

Influence of Product Characteristics on Perceptual Dimensions

MARKET : Vodites Autonomy Sophistication
Price - -
Resolution - Strong
Energy Efficiency Slight -
Carbon Footprint - Slight
Connectivity Strong Slight
No. of Apps - Slight

COMPETITIVE ADVERTISING – Vodites MARKET – PERIOD 7

Estimated Advertising Expenditures (in thousand dollars) – By Firm and Consumer Segmen
MARKET : Vodites Total Innovators
L 1,340 200
M 1,900 290
R 7,500 1,120
S 3,290 490
 T 5,200 1,180

Total 19,230 3,280

All numbers in thousands of dollars

Estimated Advertising Expenditures (in thousand dollars) – By Brand and Consumer Segme
MARKET : Vodites Total Innovators
LEMON L 850 130
LETTER L 490 70
MEAN M 1,900 290
READ R 4,450 650
REFO R 3,050 470
SEED S 3,290 490
TEDX T 2,700 610
TERX T 2,500 570

Total 19,230 3,280

All numbers in thousands of dollars

COMPETITIVE COMMERCIAL TEAMS – Vodites MARKET – PERIOD 7

Estimated Commercial Team Size (in full-time equivalent) – By Firm and Channel
MARKET : Vodites Total Specialty Stores

L 85 34
M 29 9
R 104 38
 S 33 11
T 89 37

Total 340 129

Estimated Commercial Team Size (in full-time equivalent) – By Brand and Channel
MARKET : Vodites Total Specialty Stores

LEMON L 46 24
LETTER L 39 10
MEAN M 29 9
READ R 52 24
REFO R 52 14
SEED S 33 11
TEDX T 46 22
TERX T 43 15

Total 340 129

ADVERTISING EXPERIMENT – Vodites MARKET – PERIOD 7

Expected Change in Brand Awareness
MARKET : Vodites Innovators Early Adopters
MEAN M 1.6% 0.5%
 Expected Change in unit Market Share (%U)
MARKET : Vodites Innovators Early Adopters
MEAN M 0.1% 0.0%

Expected Change in Contribution (in K$)

MARKET : Vodites
MEAN M -381

Total -381

COMMERCIAL TEAM EXPERIMENT – Vodites MARKET – PERIOD 7

Expected Change in Number of Distributors
MARKET : Vodites Specialty Stores Mass Merch.

MEAN M 360 140

Expected Change in unit Market Share (%U)

MARKET : Vodites Specialty Stores Mass Merch.

MEAN M 0.1% 0.0%

Expected Change in Contribution (in K$)

MARKET : Vodites
MEAN M -186

Total -186
MARKET FORECAST – Vodites MARKET – PERIOD 7
Expected Market Size and Growth Rate by Consumer Segment
Market Size (in thousands of units)

MARKET : Vodites Period 7 Period 8

Innovators 104 109

Early Adopters 270 281
Followers 890 1,296

Total 1,264 1,686

If the market is not created yet, the table above shows the potential market size in one and five periods, if a

CONJOINT ANALYSIS – Vodites MARKET – PERIOD 7

Relative Importance of Price and Physical Characteristics
MARKET : Vodites Innovators Early Adopters
Connectivity 23.4% 23.0%
Energy Efficiency 7.5% 6.4%
Price 49.8% 49.6%
Resolution 19.3% 21.1%
Total 100.0% 100.1%

Levels and Utilities

Price
MARKET : Vodites Level Utility
Innovators 330 0.00
440 1.00
550 0.75
660 0.30
Early Adopters 320 0.00
430 1.00
540 0.99
650 0.48
Followers 294 0.00
404 0.55
514 1.00
624 0.30
purchased this period, or that no offerings are marketed yet in the Vodites market

Early Adopters Followers

38% 29%
13% 17%
28% 37%
68% 29%
26% 46%
32% 42%
58% 54%
30% 33%

Early Adopters Followers

13% 3%
2% 14%
3% 9%
59% 4%
3% 15%
2% 8%
14% 22%
5% 24%
 100% 100% 0% 0%

Followers
43%
30%
27%

100% 0% 0%

Early Adopters Followers

16% 4%
1% 9%
3% 10%
55% 4%
1% 6%
2% 10%
20% 37%
3% 20%
 100% 100% 0% 0%

Early Adopters Followers

42 35
3 79
7 92
147 40
3 55
6 86
53 326
9 177
 270 890 0 0

Market share - Unit Volume sold

Online Stores Specialty Stores Mass Merch. Online Stores

7% 45,104 22,122 23,624

7% 18,838 39,402 24,746
9% 26,292 44,764 31,880
16% 132,336 49,706 57,958
5% 14,988 27,001 18,010
7% 25,860 44,395 25,746
34% 137,174 143,443 120,173
15% 50,693 88,524 52,062

100% 0% 451,284 459,357 354,199 0

bution Coverage (% outlets) Number of Outlets

Online Stores Specialty Stores Mass Merch. Online Stores

39% 3,932 2,160 456

37% 2,553 2,947 431
34% 2,309 2,350 392
47% 4,429 2,697 552
47% 3,321 3,505 543
31% 2,693 2,767 362
44% 4,086 2,444 509
35% 3,191 3,187 407

Total Number of Outlets 8,666 7,000 1,166

Carbon Connectivity Apps Price

2.9 4.5 4.7 5.1
3.3 3.5 3.2 4.3
4.0 3.4 3.2 4.7
5.3 4.4 4.4 5.1
3.7 3.3 3.3 5.1
4.1 3.6 3.0 4.5
2.2 4.4 2.0 4.8
3.3 3.6 3.2 4.6
Carbon Connectivity Apps Price
4.7 4.8 4.4 4.8
2.8 3.6 3.5 4.5
4.0 5.4 3.9 5.0
4.7 4.6 4.4 5.0
2.9 3.6 3.5 4.5
4.1 5.3 3.9 5.2
4.8 4.4 4.4 5.1
3.1 3.6 3.5 4.6
4.2 5.2 3.8 5.4
4.8 4.2 4.4 5.2
3.2 3.4 3.4 4.6
4.2 5.1 3.8 5.8
4.9 4.0 4.3 5.4
3.4 3.2 3.3 4.7
4.3 4.9 3.7 6.2
 Carbon Connectivity Apps Price
2.2 10.0 3.0 8.0

ERIOD 7

e available until several brands are marketed in the category.

Economy
-8
-2
-5
-7
-7
-3
-5
-4

Economy
 -6
-3
-6
-6
-4
-8
-7
-4
-10
-8
-4
-12
-10
-5
-14

Economy
Strong
-
-
-
-
-

m and Consumer Segment

Early Adopters Followers
660 480
290 1,320
3,620 2,760
490 2,310
 1,880 2,140

6,940 9,010 0 0
ds of dollars

nd and Consumer Segment

Early Adopters Followers
590 130
70 350
290 1,320
3,150 650
470 2,110
490 2,310
1,140 950
740 1,190

6,940 9,010 0 0
ds of dollars

T – PERIOD 7
m and Channel
Mass Merch. Online Stores

30 21
12 8
38 28
 15 7
32 20

127 84 0

nd and Channel
Mass Merch. Online Stores

11 11
19 10
12 8
14 14
24 14
15 7
12 12
20 8

127 84 0

Followers
1.0%
 Followers
0.0%

– PERIOD 7

Online Stores

71

Online Stores

0.4%
thousands of units) Market Growth (in % unit) Relative Market Size (in % of total size)
Total until Average until
Period 12 Period 8 Period 7 Period 8
Period 12 Period 12
26 4.0% -75.3% -24.4% 8.2% 6.5%
117 4.0% -56.7% -15.4% 21.4% 16.7%
2,538 45.6% 185.1% 23.3% 70.4% 76.9%

2,681 33.4% 112.1% 16.2% 100.0% 100.0%

size in one and five periods, if a brand were introduced next period.

Followers
28.3%
4.2%
46.8%
20.7%
100.0% 0.0% 0.0%

Resolution Energy Connectivity

Level Utility Level Utility Level Utility
60 0.32 33 0.55 7 0.52
73 0.71 48 0.57 8 0.72
86 0.68 63 0.51 9 0.55
99 0.34 78 0.42 10 0.25
55 0.50 38 0.63 6 0.46
68 0.85 53 0.67 7 0.85
81 0.70 68 0.64 8 0.78
94 0.42 83 0.54 9 0.39
41 0.38 41 0.48 5 0.48
54 0.68 56 0.50 6 0.74
67 0.56 71 0.46 7 0.50
80 0.24 86 0.41 8 0.13
Size (in % of total size)

Period 12

1.0%
4.4%
94.7%

100.0%