FINANCIAL REPORT – FIRM Lobsters – PERIOD 1

Company Profit & Loss Statement

Period 0 Period 1
Revenues 42,574 54,201
Cost of goods sold -25,092 -28,336
Inventory holding costs -73 0
Inventory selling costs 0 0
Contribution before marketing 17,409 25,865
Advertising media -3,840 -5,000
Advertising research -160 -600
Commercial team costs -1,273 -1,463
Contribution after marketing 12,136 18,803
Market research studies -255 -549
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 11,881 18,254
All numbers in thousands of dollars

Market Contribution
Sonites Vodites
Revenues 54,201 0
Cost of goods sold -28,336 0
Inventory holding costs 0 0
Inventory selling costs 0 0
Contribution before marketing 25,865 0
Advertising media -5,000 0
Advertising research -600 0
Commercial team costs -1,463 0
Contribution after marketing 18,803 0
Market research studies -481 -34
Research and development 0 0
Net contribution 18,322 -34
All numbers in thousands of dollars

Product Contribution
LOCK LOOP
Sonites Sonites
Revenues 11,696 42,506
Cost of goods sold -5,403 -22,933
Inventory holding costs 0 0
Inventory selling costs 0 0
Contribution before marketing 6,292 19,573
Advertising media -2,000 -3,000
Advertising research -250 -350
 Commercial team costs -686 -777
Contribution after marketing 3,357 15,446
All numbers in thousands of dollars

Retail and Selling Prices

LOCK LOOP
Sonites Sonites
Rec. retail price 250 510
Average retail price 232 501
Average selling price 156 311

Market Shares
LOCK LOOP
Sonites Sonites
Market share - Unit 5.3% 9.7%
Market share - Value 3.5% 13.4%

Distribution Coverage and Volume Sold

Distribution Coverage (% ou
Specialty Stores
LOCK Sonites 27%
LOOP Sonites 41%

Sales, Production and Inventory

LOCK LOOP
Sonites Sonites
Volume sold 75 137
Planned production 75 160
Actual production 63 137
Inventory at beginning of period 12 0
Inventory at end of period 0 0
All numbers in thousands of units

Unit Cost, COGS and Inventory Holding Cost

LOCK LOOP
Sonites Sonites
Volume sold 75 137
Unit cost (current) 70 168
 Unit cost (average) 72 168
Cost of goods sold 5,403 22,933
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
POLOOP 0 17
POLOCK 0 10

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

Available since
MARKET : Vodites Resolution
Period

Unit costs are given in $. Cumulative budget and Budget required for completion are given in thousands of $
Distribution Coverage (% outlets) Volume sold
Mass Merch. Online Stores Specialty Stores Mass Merch. Online Stores
39% 31% 21,305 51,978 1,884
18% 52% 105,098 18,291 13,176

Total Number of Outlets 10,000 6,000 1,000

goods sold in thousands of dollars

Desired base Minimum base

Design Battery Display PPower cost cost
5 87 32 80 220 166
4 38 16 17 80 60

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

or completion are given in thousands of $. Physical characteristics are given in the appropriate units: Kg, kHz, hours, etc.
Cumulative
96,775
-53,428
-73
0
43,274
-8,840
-760
-2,736
30,939
-804
0
0
0
0
0
30,135
d
 Required budget Cumulative
for completion allocated budget
0 2,000
0 1,500

Hz, hours, etc.

Required budget Cumulative

for completion allocated budget

Hz, hours, etc.

INDUSTRY DASHBOARD – PERIOD 1
Share Price Net
Period Firm Revenues
Index contribution
1 L 1,199 54,201 18,254
1 M 710 45,984 9,280
1 N 1,150 57,911 23,216
1 R 1,132 59,279 19,272
1 S 953 39,510 9,762
1 T 1,453 64,486 22,809
0 L 1,000 42,574 11,881
0 M 1,000 53,063 19,702
0 N 1,000 46,670 15,844
0 R 1,000 47,896 13,872
0 S 1,000 34,788 11,075
0 T 1,000 40,839 12,160

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
17.0% 85,848 15.0% 212
13.9% 69,891 23.0% 325
18.0% 90,499 15.8% 223
18.7% 94,379 13.1% 185
11.9% 60,191 18.1% 255
20.5% 103,107 15.0% 212
16.1% 66,998 14.6% 166
19.3% 80,395 25.1% 286
17.7% 73,794 16.3% 185
18.4% 76,742 13.0% 148
12.7% 52,675 18.5% 211
15.8% 65,545 12.4% 141

dollars. Volume sold is given in thousands of units.

MARKET REPORT – Sonites MARKET – PERIOD 1
Retail Sales and Volume Sold
Launched in Market share -
MARKET : Sonites Retail sales
Period Value
LOCK 0 3.5% 17,469
LOOP 0 13.4% 68,379
MOST 0 5.1% 25,161
MOVE 0 8.9% 44,730
NOON 0 8.9% 44,552
NOVA 0 9.1% 45,947
ROCK 0 12.2% 61,485
ROLL 0 6.5% 32,894
SOFT 0 4.2% 20,771
SOLO 0 7.8% 39,420
TONE 0 12.9% 65,167
TOPS 0 7.4% 37,940

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
MARKET : Sonites Launched in # Features Design Index
Period
LOCK 0 10 4
LOOP 0 17 5
MOST 0 13 5
MOVE 0 11 6
NOON 0 13 8
NOVA 0 20 8
ROCK 0 14 6
ROLL 0 13 4
SOFT 0 7 4
SOLO 0 7 5
TONE 0 14 5
TOPS 0 11 3

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
3,844 5.3% 75 17 250 75
15,007 9.7% 137 29 510 207
-7,397 9.6% 136 1 199 81
-3,107 13.4% 189 39 249 141
4,669 9.8% 138 16 340 132
12,036 6.0% 85 22 555 165
12,817 8.6% 121 26 520 184
4,820 4.5% 63 11 535 213
-1,094 8.0% 112 0 200 71
8,610 10.1% 143 44 290 118
25,509 8.2% 116 40 580 152
12,052 6.8% 96 30 400 178

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

Battery Life Display Size Proc. Power Rec. retail Base Cost
price
38 16 17 250 80
87 32 80 510 220
42 12 10 199 86
51 24 35 249 150
51 20 30 340 140
92 22 38 555 176
42 36 75 520 196
60 36 90 535 227
38 8 17 200 76
47 24 30 290 126
51 24 75 580 162
29 38 88 400 189

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

t in the Sonites market
MARKET REPORT – Vodites MARKET – PERIOD 1
Retail Sales and Volume Sold
Launched in Market share -
MARKET : Vodites Retail sales
Period Value

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 Energy
MARKET : Vodites Resolution
Period Efficiency

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

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

Carbon Rec. retail

Connectivity No. of Apps Base Cost
Footprint price

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

t in the Vodites market
INDUSTRY BENCHMARKING – PERIOD 1
If the tables below are empty, it means that the Benchmarking study was not purchased this period

Company Profit & Loss Statements

L M N
Revenues 54,201 45,984 57,911
Cost of goods sold -28,336 -28,499 -27,362
Inventory holding costs 0 -193 -145
Inventory selling costs 0 0 0
Contribution before marketing 25,865 17,291 30,405
Advertising media -5,000 -5,000 -4,600
Advertising research -600 -1,000 -160
Commercial team costs -1,463 -1,463 -1,879
Contribution after marketing 18,803 9,829 23,765
Market research studies -549 -549 -549
Research and development 0 0 0
Interests paid 0 0 0
Exceptional costs or profits 0 0 0
Earnings before taxes 18,254 9,280 23,216
All numbers in thousands of dollars

Company Profit & Loss Statements by Market

MARKET : Sonites L M N
Revenues 54,201 45,984 57,911
Cost of goods sold -28,336 -28,499 -27,362
Inventory holding costs 0 -193 -145
Inventory selling costs 0 0 0
Contribution before marketing 25,865 17,291 30,405
Advertising media -5,000 -5,000 -4,600
Advertising research -600 -1,000 -160
Commercial team costs -1,463 -1,463 -1,879
Contribution after marketing 18,803 9,829 23,765
Market research studies -481 -481 -481
Research and development 0 0 0
Net contribution 18,322 9,348 23,284
All numbers in thousands of dollars

MARKET : Vodites L M N
Revenues 0 0 0
Cost of goods sold 0 0 0
Inventory holding costs 0 0 0
Inventory selling costs 0 0 0
Contribution before marketing 0 0 0
Advertising media 0 0 0
Advertising research 0 0 0
Commercial team costs 0 0 0
Contribution after marketing 0 0 0
Market research studies -34 -34 -34
Research and development 0 0 0
Net contribution -34 -34 -34
All numbers in thousands of dollars
 R S T
59,279 39,510 64,486
-31,898 -20,373 -31,077
-173 -47 0
0 0 0
27,208 19,090 33,409
-4,760 -6,000 -6,518
-540 -900 -977
-2,088 -1,879 -2,556
19,821 10,311 23,358
-549 -549 -549
0 0 0
0 0 0
0 0 0
19,272 9,762 22,809

R S T
59,279 39,510 64,486
-31,898 -20,373 -31,077
-173 -47 0
0 0 0
27,208 19,090 33,409
-4,760 -6,000 -6,518
-540 -900 -977
-2,088 -1,879 -2,556
19,821 10,311 23,358
-481 -481 -481
0 0 0
19,340 9,830 22,877

R S T
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
-34 -34 -34
0 0 0
-34 -34 -34
CONSUMER SURVEY – Sonites MARKET – PERIOD 1
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 36% 29%
LOOP L 58% 64%
MOST M 54% 50%
MOVE M 54% 61%
NOON N 53% 57%
NOVA N 51% 48%
ROCK R 54% 62%
ROLL R 49% 56%
SOFT S 58% 49%
SOLO S 60% 65%
TONE T 56% 60%
TOPS T 47% 59%

Purchase Intentions
MARKET : Sonites Average Explorers
LOCK L 5.9% 2.3%
LOOP L 10.5% 11.6%
MOST M 9.5% 3.2%
MOVE M 13.6% 10.4%
NOON N 9.8% 7.5%
NOVA N 6.3% 3.9%
ROCK R 8.6% 10.7%
ROLL R 4.8% 8.7%
SOFT S 7.3% 3.1%
 SOLO S 9.8% 9.7%
TONE T 7.2% 7.9%
TOPS T 6.6% 21.0%

Total 0% 0%

Shopping Habits
MARKET : Sonites Explorers Shoppers
MassMerch 15% 45%
Online Stores 5% 5%
Specialty Stores 80% 50%

Total 0% 0%

CONSUMER PANEL – Sonites MARKET – PERIOD 1

Market Shares by Consumer Segment (based on volume)
MARKET : Sonites Total Explorers
LOCK L 5.3% 1.6%
LOOP L 9.7% 11.6%
MOST M 9.6% 2.6%
MOVE M 13.4% 9.5%
NOON N 9.8% 6.9%
NOVA N 6.0% 3.9%
ROCK R 8.6% 11.1%
ROLL R 4.5% 8.3%
SOFT S 8.0% 2.4%
SOLO S 10.1% 9.8%
TONE T 8.2% 9.3%
TOPS T 6.8% 22.9%
 Total 0% 0%

Volume Sold by Consumer Segment

MARKET : Sonites Total Explorers
LOCK L 75 4
LOOP L 137 30
MOST M 136 7
MOVE M 189 25
NOON N 138 18
NOVA N 85 10
ROCK R 121 29
ROLL R 63 22
SOFT S 112 6
SOLO S 143 26
TONE T 116 25
TOPS T 96 60
 Total 0 0
All numbers in thousands of units

DISTRIBUTION PANEL – Sonites MARKET – PERIOD 1

Sales and Market Shares by Channel (based on volume)
Market share - Unit
MARKET : Sonites
Specialty Stores Mass Merch.
LOCK L 2.8% 9.0%
LOOP L 13.8% 3.1%
MOST M 5.0% 16.4%
MOVE M 11.6% 16.0%
NOON N 8.7% 11.2%
NOVA N 7.5% 4.0%
ROCK R 11.1% 4.8%
ROLL R 5.9% 2.4%
SOFT S 3.6% 14.4%
SOLO S 9.4% 11.5%
TONE T 10.3% 5.1%
TOPS T 10.3% 2.1%

Total 0% 0%

Distribution Coverage and Number of Outlets in each Channel

Distribution Coverage (% outlets)
MARKET : Sonites
Specialty Stores Mass Merch.
LOCK L 27% 39%
 LOOP L 41% 18%
MOST M 31% 40%
MOVE M 32% 39%
NOON N 35% 44%
NOVA N 43% 35%
ROCK R 41% 39%
ROLL R 40% 38%
SOFT S 28% 51%
SOLO S 41% 40%
TONE T 50% 46%
TOPS T 49% 28%

SEMANTIC SCALES – Sonites MARKET – PERIOD 1

Brand Perceptions - On a scale from 1 (Low) to 7 (High)
MARKET : Sonites # Features Design Index
LOCK L 2.9 1.6
LOOP L 5.9 2.3
MOST M 4.3 2.3
MOVE M 3.3 3.2
NOON N 4.3 5.7
NOVA N 6.5 5.7
ROCK R 4.7 3.2
ROLL R 4.3 1.6
SOFT S 1.7 1.6
SOLO S 1.7 2.3
TONE T 4.7 2.3
TOPS T 3.3 1.5
Ideal Values for each Segment - On a scale from 1 (Low) to 7 (High)
Segment Period # Features Design Index
Explorers 1 4.7 1.9
High Earners 1 3.3 6.3
Professionals 1 5.6 5.8
Savers 1 2.5 3.9
Shoppers 1 1.8 5.2
Explorers 0 4.8 1.7
High Earners 0 3.3 6.3
Professionals 0 5.8 5.8
Savers 0 2.5 3.9
Shoppers 0 1.8 5.2
 Importance of characteristics
# Features Design Index
On a scale from 1 (not important) to 10 (very important). 1.2 2.7

MULTIDIMENSIONAL SCALING – Sonites MARKET – PERIOD 1

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 11 -13
LOOP L -13 12
MOST M 12 -16
MOVE M 8 -5
NOON N 3 -8
NOVA N -15 -5
ROCK R -14 12
ROLL R -15 16
SOFT S 13 -16
SOLO S 7 -6
TONE T -16 8
TOPS T -7 16

Ideal Values for each Segment - On a scale from -20 (Low) to +20 (High)
Segment Period Economy Performance
Explorers 1 3 15
High Earners 1 -11 5
 Professionals 1 -6 9
Savers 1 13 -11
Shoppers 1 5 -1
Explorers 0 4 15
High Earners 0 -11 5
Professionals 0 -5 8
Savers 0 12 -11
Shoppers 0 4 -2

Influence of Product Characteristics on Perceptual Dimensions

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

COMPETITIVE ADVERTISING – Sonites MARKET – PERIOD 1

Estimated Advertising Expenditures (in thousand dollars) – By Firm and Consumer Segmen
MARKET : Sonites Total Explorers
L 5,650 890
M 6,060 1,320
N 4,750 620
R 5,290 1,110
S 6,870 930
T 7,470 2,010
 Total 0 0
All numbers in thousands of dollars

Estimated Advertising Expenditures (in thousand dollars) – By Brand and Consumer Segme
MARKET : Sonites Total Explorers
LOCK L 2,300 220
LOOP L 3,350 670
MOST M 3,000 540
MOVE M 3,060 780
NOON N 2,420 360
NOVA N 2,330 260
ROCK R 2,990 640
ROLL R 2,300 470
SOFT S 3,460 350
SOLO S 3,410 580
TONE T 4,540 800
TOPS T 2,930 1,210

Total 0 0
All numbers in thousands of dollars

COMPETITIVE COMMERCIAL TEAMS – Sonites MARKET – PERIOD 1

Estimated Commercial Team Size (in full-time equivalent) – By Firm and Channel
MARKET : Sonites Total Specialty Stores
L 64 27
M 64 24
N 80 32
R 88 34
S 80 31
T 106 52
 Total 0 0

Estimated Commercial Team Size (in full-time equivalent) – By Brand and Channel
MARKET : Sonites Total Specialty Stores
LOCK L 30 9
LOOP L 34 18
MOST M 32 12
MOVE M 32 12
NOON N 40 12
NOVA N 40 20
ROCK R 44 17
ROLL R 44 17
SOFT S 40 10
SOLO S 40 21
TONE T 62 26
TOPS T 44 26

Total 0 0

ADVERTISING EXPERIMENT – Sonites MARKET – PERIOD 1

Expected Change in Brand Awareness
MARKET : Sonites Explorers Shoppers
LOCK L 0.8% 1.3%
LOOP L 1.1% 0.8%

Expected Change in unit Market Share (%U)

MARKET : Sonites Explorers Shoppers
 LOCK L 0.1% 0.1%
LOOP L 0.4% 0.0%

Expected Change in Contribution (in K$)

MARKET : Sonites
LOCK L -32
LOOP L 15

Total 0

COMMERCIAL TEAM EXPERIMENT – Sonites MARKET – PERIOD 1

Expected Change in Number of Distributors
MARKET : Sonites Specialty Stores Mass Merch.
LOCK L 419 359
LOOP L 464 207

Expected Change in unit Market Share (%U)

MARKET : Sonites Specialty Stores Mass Merch.
LOCK L 0.5% 1.5%
LOOP L 1.3% 0.5%

Expected Change in Contribution (in K$)

MARKET : Sonites
LOCK L 857
LOOP L 1,940

Total 0

MARKET FORECAST – Sonites MARKET – PERIOD 1

Expected Market Size and Growth Rate by Consumer Segment
Market Size (in thousands of units)
MARKET : Sonites Period 1 Period 2
 Explorers 263 256
Shoppers 269 330
Professionals 251 295
High Earners 229 281
Savers 400 470
Total 0 0
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 1

Relative Importance of Price and Physical Characteristics
MARKET : Sonites Explorers Shoppers
Design 3.0% 0.7%
Display Size 11.0% 1.7%
Processing Power 35.7% 29.3%
Price 50.3% 68.3%
Total 0.0% 0.0%

Levels and Utilities

Design
MARKET : Sonites Level Utility
Explorers 3 0.52
4 0.57
5 0.58
6 0.58
Shoppers 7 0.44
8 0.45
9 0.45
10 0.44
Professionals 7 0.43
8 0.46
9 0.47
10 0.46
High Earners 7 0.42
8 0.56
9 0.59
10 0.59
Savers 5 0.47
6 0.71
7 0.75
8 0.74
purchased this period, or that no offerings are marketed yet in the Sonites market

Shoppers Professionals High Earners Savers

37% 36% 37% 40%
56% 75% 72% 36%
65% 42% 42% 63%
66% 57% 57% 38%
62% 52% 52% 45%
51% 65% 64% 36%
51% 69% 67% 36%
47% 63% 59% 32%
68% 43% 44% 74%
78% 56% 56% 49%
50% 70% 75% 38%
43% 59% 50% 33%

Shoppers Professionals High Earners Savers

2.9% 1.5% 1.2% 16.8%
1.7% 23.7% 20.9% 0.5%
3.9% 1.5% 1.2% 28.9%
37.9% 4.5% 3.2% 11.3%
25.4% 5.5% 4.4% 6.7%
1.8% 9.7% 19.7% 0.6%
1.5% 18.3% 16.7% 0.5%
1.1% 9.2% 7.0% 0.3%
3.5% 1.4% 1.1% 21.1%
 17.7% 3.9% 2.9% 12.4%
1.4% 13.0% 17.3% 0.5%
1.3% 7.8% 4.4% 0.5%

0% 0% 0% 0%

Professionals High Earners Savers

15% 40% 70%
10% 5% 2%
75% 55% 28%

0% 0% 0%

Shoppers Professionals High Earners Savers

2.4% 1.1% 1.0% 14.9%
1.4% 23.5% 18.3% 0.3%
3.7% 1.2% 1.1% 28.5%
37.7% 4.1% 3.1% 11.4%
25.7% 5.0% 4.4% 6.9%
1.8% 9.5% 19.3% 0.5%
1.5% 18.7% 17.2% 0.5%
1.1% 8.7% 6.7% 0.3%
3.4% 1.1% 1.0% 23.0%
18.5% 3.8% 3.0% 12.7%
1.6% 15.1% 20.4% 0.6%
1.3% 8.3% 4.4% 0.4%
 0% 0% 0% 0%

Shoppers Professionals High Earners Savers

7 3 2 59
4 59 42 1
10 3 3 114
101 10 7 46
69 13 10 28
5 24 44 2
4 47 39 2
3 22 15 1
9 3 2 92
50 10 7 51
4 38 47 2
3 21 10 2
 0 0 0 0

Market share - Unit Volume sold

Online Stores Specialty Stores Mass Merch. Online Stores
2.7% 21,305 51,978 1,884
18.6% 105,098 18,291 13,176
4.4% 37,757 95,261 3,101
12.0% 87,918 92,977 8,466
8.6% 66,549 65,221 6,093
6.7% 57,217 23,421 4,728
13.1% 84,471 27,718 9,288
6.6% 44,740 13,688 4,657
2.4% 27,047 83,575 1,674
6.2% 71,802 66,610 4,400
10.7% 78,530 29,566 7,597
8.0% 78,343 12,404 5,625

0% 0% 0 0 0 0

bution Coverage (% outlets) Number of Outlets

Online Stores Specialty Stores Mass Merch. Online Stores
31% 2,709 2,314 307
 52% 4,124 1,072 522
34% 3,070 2,383 335
35% 3,177 2,351 347
34% 3,447 2,626 337
34% 4,310 2,112 338
46% 4,144 2,310 455
44% 4,003 2,255 440
22% 2,775 3,082 215
27% 4,129 2,398 273
48% 4,973 2,761 479
42% 4,853 1,692 424

Total Number of Outlets 10,000 6,000 1,000

Battery Life Display Size Proc. Power Price

2.1 2.9 1.7 2.4
6.3 5.8 5.8 6.0
2.4 2.2 1.5 2.2
3.1 4.4 2.8 2.8
3.1 3.6 2.5 3.5
6.5 4.0 3.0 6.3
2.4 6.4 5.5 6.1
4.0 6.4 6.4 6.2
2.1 1.6 1.7 2.0
2.8 4.4 2.5 2.9
3.1 4.4 5.5 6.3
1.5 6.5 6.3 5.1
Battery Life Display Size Proc. Power Price
6.0 6.0 6.3 3.5
3.5 4.6 4.7 5.6
5.0 5.5 5.3 5.0
1.8 2.6 2.3 2.1
3.0 4.1 3.7 3.2
6.3 6.1 6.4 3.4
3.6 4.8 4.8 5.6
5.1 5.4 5.1 4.8
1.7 2.5 2.2 2.1
3.0 3.9 3.5 3.3
 Battery Life Display Size Proc. Power Price
1.5 3.1 5.8 10.0

RIOD 1

e available until several brands are marketed in the category.

Convenience
-14
-3
-10
-5
7
13
-5
-11
-15
-11
-8
-18

Convenience
-7
9
 11
-4
3
-7
10
11
-5
3

Convenience
Slight
Strong
Slight
-
-
-

m and Consumer Segment

Shoppers Professionals High Earners Savers
780 1,400 1,340 1,240
1,440 960 960 1,380
1,190 1,030 1,030 880
840 1,390 1,390 560
2,300 700 700 2,240
680 1,790 2,310 680
 0 0 0 0
ds of dollars

nd and Consumer Segment

Shoppers Professionals High Earners Savers
390 340 390 960
390 1,060 950 280
660 420 420 960
780 540 540 420
720 360 360 620
470 670 670 260
430 800 800 320
410 590 590 240
690 350 350 1,720
1,610 350 350 520
400 1,150 1,790 400
280 640 520 280

0 0 0 0
ds of dollars

T – PERIOD 1
m and Channel
Mass Merch. Online Stores
21 16
30 10
38 10
34 20
44 5
36 18
 0 0 0

nd and Channel
Mass Merch. Online Stores
17 4
4 12
15 5
15 5
23 5
15 5
17 10
17 10
28 2
16 3
26 10
10 8

0 0 0

Professionals High Earners Savers

1.8% 1.9% 2.0%
1.2% 1.2% 0.6%

Professionals High Earners Savers

 0.0% 0.0% 1.0%
0.6% 0.5% 0.0%

– PERIOD 1

Online Stores
60
44

Online Stores
0.6%
1.7%

thousands of units) Market Growth (in % unit) Relative Market Size (in % of total size)
Period 6 Period 2 Total until Average until Period 1 Period 2
Period 6 Period 6
 237 -2.9% -10.1% -2.1%
972 22.6% 261.0% 29.3%
475 17.5% 89.1% 13.6%
495 22.6% 116.2% 16.7%
1,040 17.5% 160.4% 21.1%
0 N/A #DIV/0! #DIV/0! 0.0%
size in one and five periods, if a brand were introduced next period.

Professionals High Earners Savers

2.9% 10.3% 14.0%
1.7% 2.3% 2.9%
22.4% 26.5% 34.3%
73.0% 61.0% 48.9%
0.0% 0.0% 0.0%

Display Proc. Power Price

Level Utility Level Utility Level Utility
22 0.43 52 0.11 193 0.27
28 0.55 68 0.52 280 1.00
34 0.61 84 0.82 367 0.98
40 0.65 100 0.80 454 0.00
14 0.44 26 0.31 171 0.13
20 0.46 42 0.65 258 0.64
26 0.45 58 0.58 345 1.00
32 0.43 74 0.22 432 0.00
21 0.45 48 0.28 305 0.00
27 0.47 64 0.59 392 1.00
33 0.46 80 0.59 479 0.59
39 0.44 96 0.36 566 0.23
16 0.54 39 0.31 358 0.00
22 0.56 55 0.74 445 1.00
28 0.55 71 0.73 532 0.80
34 0.52 87 0.38 619 0.37
5 0.63 5 0.49 100 0.90
11 0.69 21 0.98 187 1.00
17 0.68 37 0.91 274 0.77
23 0.66 53 0.28 361 0.00
Size (in % of total size)
Period 6
0.0%
CONSUMER SURVEY – Vodites MARKET – PERIOD 1
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

Purchase Intentions
MARKET : Vodites Average Innovators
 Total 0% 0%

Shopping Habits
MARKET : Vodites Innovators Early Adopters

Total 0% 0%

CONSUMER PANEL – Vodites MARKET – PERIOD 1

Market Shares by Consumer Segment (based on volume)
MARKET : Vodites Total Innovators
 Total 0% 0%

Volume Sold by Consumer Segment

MARKET : Vodites Total Innovators
 Total 0 0
All numbers in thousands of units

DISTRIBUTION PANEL – Vodites MARKET – PERIOD 1

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

Total 0% 0%

Distribution Coverage and Number of Outlets in each Channel

Distribution Coverage (% outlets)
MARKET : Vodites
Specialty Stores Mass Merch.
SEMANTIC SCALES – Vodites MARKET – PERIOD 1
Brand Perceptions - On a scale from 1 (Low) to 7 (High)
Energy
MARKET : Vodites Resolution Efficiency
Ideal Values for each Segment - On a scale from 1 (Low) to 7 (High)
Energy
Segment Period Resolution Efficiency
Adopters 1 4.5 4.0
Followers 1 3.3 4.5
Innovators 1 5.1 3.3
Early Adopters 0 4.5 4.0
Followers 0 3.3 4.5
Innovators 0 5.1 3.3
 Importance of characteristics
Energy
Resolution Efficiency
On a scale from 1 (not important) to 10 (very important). 5.1 4.9

MULTIDIMENSIONAL SCALING – Vodites MARKET – PERIOD 1

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

Ideal Values for each Segment - On a scale from -20 (Low) to +20 (High)
Segment Period Autonomy Sophistication
 Influence of Product Characteristics on Perceptual Dimensions
MARKET : Vodites Autonomy Sophistication

COMPETITIVE ADVERTISING – Vodites MARKET – PERIOD 1

Estimated Advertising Expenditures (in thousand dollars) – By Firm and Consumer Segmen
MARKET : Vodites Total Innovators
 Total 0 0
All numbers in thousands of dollars

Estimated Advertising Expenditures (in thousand dollars) – By Brand and Consumer Segme
MARKET : Vodites Total Innovators

Total 0 0
All numbers in thousands of dollars

COMPETITIVE COMMERCIAL TEAMS – Vodites MARKET – PERIOD 1

Estimated Commercial Team Size (in full-time equivalent) – By Firm and Channel
MARKET : Vodites Total Specialty Stores
 Total 0 0

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

Total 0 0

ADVERTISING EXPERIMENT – Vodites MARKET – PERIOD 1

Expected Change in Brand Awareness
MARKET : Vodites Innovators Early Adopters

Expected Change in unit Market Share (%U)

MARKET : Vodites Innovators Early Adopters
 Expected Change in Contribution (in K$)
MARKET : Vodites

Total 0

COMMERCIAL TEAM EXPERIMENT – Vodites MARKET – PERIOD 1

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

Expected Change in unit Market Share (%U)

MARKET : Vodites Specialty Stores Mass Merch.

Expected Change in Contribution (in K$)

MARKET : Vodites

Total 0

MARKET FORECAST – Vodites MARKET – PERIOD 1

Expected Market Size and Growth Rate by Consumer Segment
Market Size (in thousands of units)
MARKET : Vodites Period 1 Period 2
 Innovators 0 96
Early Adopters 0 48
Followers 0 16

Total 0 0
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 1

Relative Importance of Price and Physical Characteristics
MARKET : Vodites Innovators Early Adopters

Total 0.0% 0.0%

Levels and Utilities

_Conjoint
MARKET : Vodites Level Utility
purchased this period, or that no offerings are marketed yet in the Vodites market

Early Adopters Followers

Early Adopters Followers

 0% 0% 0% 0%

Followers

0% 0% 0%

Early Adopters Followers

 0% 0% 0% 0%

Early Adopters Followers

 0 0 0 0

Market share - Unit Volume sold

Online Stores Specialty Stores Mass Merch. Online Stores

0% 0% 0 0 0 0

bution Coverage (% outlets) Number of Outlets

Online Stores Specialty Stores Mass Merch. Online Stores
 Total Number of Outlets

Carbon Connectivity No. of Apps Price

Footprint
 Carbon Connectivity No. of Apps Price
Footprint
4.9 3.9 4.3 5.5
3.4 3.1 3.3 4.8
4.3 4.8 3.7 6.3
4.9 3.9 4.3 5.5
3.4 3.1 3.3 4.8
4.3 4.8 3.7 6.3
 Carbon Connectivity No. of Apps Price
Footprint
2.0 10.0 2.7 6.1

ERIOD 1

e available until several brands are marketed in the category.

Economy

Economy
 Economy

m and Consumer Segment

Early Adopters Followers
 0 0 0 0
ds of dollars

nd and Consumer Segment

Early Adopters Followers

0 0 0 0
ds of dollars

T – PERIOD 1
m and Channel
Mass Merch. Online Stores
 0 0 0

nd and Channel
Mass Merch. Online Stores

0 0 0

Followers

Followers
– PERIOD 1

Online Stores

Online Stores

thousands of units) Market Growth (in % unit) Relative Market Size (in % of total size)
Period 6 Period 2 Total until Average until Period 1 Period 2
Period 6 Period 6
 188 0.0% 95.7% 18.3%
313 0.0% 552.4% 59.8%
834 0.0% 5115.3% 168.7%

0 N/A #DIV/0! #DIV/0! 0.0%

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

Followers

0.0% 0.0% 0.0%

Level Utility Level Utility Level Utility

Size (in % of total size)
Period 6
0.0%