Number Crunching File For Markstrat Project

INDUSTRY I18SF - FIRM O
ANNUAL REPORT
PERIOD 1
COMPANY SCORECARD
Unit
Annual results
Evolution since P0
Period 0 Period 1 %change
Ratio Average
P1/P0
growth
Market share
Total
%$
24.9%
26.0%
4.5%
x 1.05
4.5%
Sonite market
%$
24.9%
26.0%
4.5%
x 1.05
4.5%
Vodite market
%$
Retail sales
Total
K$
78,134 101,987
30.5%
x 1.31
30.5%
Sonite market
K$
78,134 101,987
30.5%
x 1.31
30.5%
Vodite market
K$
Before marketing
K$
19,235
35,232
83.2%
x 1.83
83.2%
After marketing
K$
14,011
30,769
119.6%
x 2.20
119.6%
Net
K$
13,766
29,506
114.3%
x 2.14
114.3%
Cumulative net
K$
13,766
43,272
214.3%
x 3.14
214.3%
1,000
1,374
37.4%
x 1.37
37.4%
2.52
5.15
104.7%
x 2.05
104.7%
2.52
3.87
53.6%
x 1.54
53.6%
Contribution
Shareholder value
Current return on investment
Base
1000
Ratio
Cumulative return on investment
Ratio
Stock price index
06/12/2011
Markstrat by StratX 5.1.0.6 - Copyright 2010 by StratX
1/35
ANNUAL REPORT
PERIOD 1
COMPANY PERFORMANCE
Unit
Total
Sonite market
Units sold
U 192,298
192,298
Average retail price
530
530
Average selling price
343
343
K$
66,041
66,041
U 170,400
170,400
Vodite market
Sales
Revenues
Production
Units produced
Cost of goods sold
K$
-30,793
-30,793
Inventory holding cost
K$
-16
-16
Inventory disposal loss
K$
Contribution before marketing
K$
35,232
35,232
Advertising expenditures
K$
-3,095
-3,095
Advertising research expenditures
K$
-120
-120
Sales force
K$
-1,248
-1,248
Contribution after marketing
K$
30,769
30,769
Market research studies
K$
-463
-442
-21
Research and development
K$
-800
-800
Interest paid
K$
Exceptional cost or profit
K$
Net contribution
K$
29,506
Next period budget
K$
11,800
Marketing
Other expenses
06/12/2011
2/35
ANNUAL REPORT
PERIOD 1
BRAND RESULTS
CONTRIBUTION BY BRAND
Sonite Brands
Unit
Total
Base R&D project
SOLD
SONO
PSOLD PSONO
Sales
Units sold
U 192,298 140,326
530
565
438
343
369
274
K$
66,041
51,807
14,235
Units produced
U 170,400 136,800
33,600
Current unit transfer cost
149
183
Average unit transfer cost
160
149
189
K$
-30,793
-20,961
-9,832
1,127
76
1,051
K$
-16
-1
-15
K$
K$
35,232
30,845
4,387
K$
-3,095
-1,920
-1,175
K$
-120
-80
-40
Sales force
K$
-1,248
-936
-312
K$
30,769
27,909
2,860
Revenues
51,972
Production
Cost of goods sold

Units in inventory
Marketing
06/12/2011
3/35
ANNUAL REPORT
PERIOD 1
CUMULATIVE RESULTS
CUMULATIVE BRAND RESULTS
Sales
Brand
Results
since
period
Units
sold
Production
Marketing
Retail
Cost of Inventory Advertisi
Revenues
sales
goods sold
costs
ng
KU
Sales
force
Contrib.
after
mktg.
K$
K$
K$
K$
K$
K$
K$
SOLD
249 133,611
87,212
39,960
51
4,000
1,548
41,652
SONO
113
46,510
29,227
21,641
318
3,215
924
3,128
361 180,121
116,438
61,602
370
7,215
2,472
44,779
361 180,121
116,438
61,602
370
7,215
2,472
44,779
Total Sonite
Total Vodite
Total all markets
CUMULATIVE COMPANY PERFORMANCE
Unit
Total
Sonite market
Vodite market
Units sold
KU
361
361
Retail sales
K$
180,121
180,121
Revenues
K$
116,438
116,438
Cost of goods sold
K$
-61,602
-61,602
Inventory holding and disposal cost
K$
-370
-370
Total advertising expenditures
K$
-7,215
-7,215
Sales force expenditures
K$
-2,472
-2,472
K$
44,779
44,779
K$
-708
-687
-21
K$
-800
-800
Interest paid
K$
K$
Net contribution
K$
43,272
Sales
Production
Marketing
Other expenses
06/12/2011
4/35
ANNUAL REPORT
PERIOD 1
COMPANY KEY PERFORMANCE INDICATORS

(period 1 values)
Unit
Total
%$
14.6%
24.5%
12.3%
26.0%
22.5%
Sonite market
%$
14.6%
24.5%
12.3%
26.0%
22.5%
Vodite market
%$
Total
K$
57,328
96,024
48,221 101,987
88,104
Sonite market
K$
57,328
96,024
48,221 101,987
88,104
Vodite market
K$
Before marketing
K$
21,254
31,132
20,688
35,232
31,477
After marketing
K$
17,145
26,783
15,740
30,769
26,898
Net
K$
15,682
25,620
14,277
29,506
25,535
Cumulative net
K$
26,211
39,907
24,211
43,272
40,832
Market share
Retail sales
Contribution
Shareholder value
Stock price index
Market capitalization
Base
1,170
1,222
1,160
1,374
1,218
1000
K$ 249,382 353,593 233,312 383,048 377,359
Current return on investment Ratio
2.81
4.65
2.23
5.15
4.30

Ratio
2.37
3.63
2.04
3.87
3.58
Total
-1.3%
-3.5%
-0.9%
4.5%
0.3%
Sonite market
-1.3%
-3.5%
-0.9%
4.5%
0.3%
Vodite market
23.3%
20.5%
23.7%
30.5%
25.2%

(% change from period 0 to period 1)
Market share
Retail sales
Total
06/12/2011
5/35
ANNUAL REPORT
PERIOD 1
Sonite market
23.3%
20.5%
23.7%
30.5%
25.2%
Vodite market
Before marketing
32.9%
57.6%
34.3%
83.2%
51.6%
After marketing
59.1%
84.3%
54.6%
119.6%
73.1%
Net
48.9%
79.3%
43.7%
114.3%
66.9%
148.9%
179.3%
143.7%
214.3%
166.9%
Stock price index
17.0%
22.2%
16.0%
37.4%
21.8%
17.0%
22.2%
16.0%
37.4%
21.8%
46.2%
77.9%
22.6%
104.7%
53.7%
23.3%
39.1%
12.2%
53.6%
27.9%
Contribution
Cumulative net
Shareholder value
06/12/2011
6/35
ANNUAL REPORT
PERIOD 1
INFORMATION ON SONITE MARKET

CHARACTERISTICS OF MARKETED SONITE BRANDS
Physical characteristics
Firm
Brand
New or
Modified
Weight
Design
Volume
Max
Freq
Power
Base
cost
Retail
price
(Kg)
(Index)
(Dm3)
(KHz)
(W)
($)
($)
SAMA
No
18
70
15
10
94
270
SALT
No
15
35
20
30
119
340
SEMI
No
13
40
40
75
198
540
SELF
No
15
40
45
90
218
550
SIRO
No
20
70
10
12
52
225
SIBI
No
19
60
15
20
99
350
SOLD
No
13
45
30
75
188
575
SONO
No
17
90
48
95
193
440
SUSI
No
18
75
25
12
72
270
SULI
No
14
50
35
70
198
520
INFORMATION ON SONITE MARKET - SALES AND MARKET SHARES
Firm
Brand
Volume sold
Retail sales
Period 0 Period 1 Change

U
A
SAMA
SALT
SEMI
Share
%U
K$
K$
%$
131,863 156,037
18.3%
16.4%
33,108
40,637
22.7%
10.4%
49,730
53.5%
5.2%
13,388
16,691
24.7%
4.3%
118,049 144,051
22.0%
15.2%
57,738
76,742
32.9%
19.6%
32,397
SELF
40,187
35,286
-12.2%
3.7%
21,938
19,282
-12.1%
4.9%
SIRO
94,497 113,646
20.3%
12.0%
19,177
24,561
28.1%
6.3%
SIBI
59,369
68,991
16.2%
7.3%
19,791
23,660
19.5%
6.0%
108,398 140,326
29.5%
14.8%
54,370
79,241
45.7%
20.2%
SOLD
SONO
60,578
51,972
-14.2%
5.5%
23,764
22,746
-4.3%
5.8%
SUSI
54,239
33,651
-38.0%
3.5%
11,787
8,670
-26.4%
2.2%
114,861 156,039
35.9%
16.4%
58,566
79,434
35.6%
20.3%
SULI
06/12/2011
Share Period 0 Period 1 Change
7/35
ANNUAL REPORT
Total Sonite market 814,437 949,730
06/12/2011
16.6%
100.0% 313,626 391,664
PERIOD 1
24.9%
100.0%
8/35
ANNUAL REPORT
PERIOD 1
COMPANY REPORT
Based on scenario F5M2A0V1
PERIOD 1
Geetika Shah
ISBPGP
6/6/2011 -->7/15/2011
ISB
India
06/12/2011
9/35
ANNUAL REPORT
PERIOD 1
COMPANY RESULTS
COMPANY SCORECARD
Unit
Market share
Total
Sonite market
Vodite market
Retail sales
Total
Sonite market
Vodite market
Contribution
Before marketing
After marketing
Net
Cumulative net
Shareholder value
Stock price index
Annual results
Evolution since P0
Period 0
Period 1
%change
Ratio
P1/P0
Average
growth
%$
%$
%$
24.9%
24.9%
-
26.0%
26.0%
-
4.5%
4.5%
-
x 1.05
x 1.05
-
4.5%
4.5%
-
K$
K$
K$
78,134
78,134
-
101,987
101,987
-
30.5%
30.5%
-
x 1.31
x 1.31
-
30.5%
30.5%
-
K$
K$
K$
K$
19,235
14,011
13,766
13,766
35,232
30,769
29,506
43,272
83.2%
119.6%
114.3%
214.3%
x 1.83
x 2.20
x 2.14
x 3.14
83.2%
119.6%
114.3%
214.3%
Base 1000
Ratio
Ratio
1,000
2.52
2.52
1,374
5.15
3.87
37.4%
104.7%
53.6%
x 1.37
x 2.05
x 1.54
37.4%
104.7%
53.6%
Unit
Total
Sonite market
U
$
$
K$
192,298
530
343
66,041
192,298
530
343
66,041
U
K$
K$
K$
K$
170,400
-30,793
-16
0
35,232
170,400
-30,793
-16
0
35,232
K$
K$
K$
K$
-3,095
-120
-1,248
30,769
-3,095
-120
-1,248
30,769
K$
K$
K$
K$
K$
K$
-463
-800
0
0
29,506
11,800
-442
-800
COMPANY PERFORMANCE
Sales
Units sold
Revenues
Production
Units produced
Cost of goods sold
Marketing
Sales force
Other expenses
Interest paid
Net contribution
Next period budget
06/12/2011
Vodite market
-21
0
10/35
ANNUAL REPORT
PERIOD 1
BRAND RESULTS
CONTRIBUTION BY BRAND
Sonite Brands
Base R&D project
Sales
Units sold
Revenues
Production
Units produced
Current unit transfer cost
Average unit transfer cost
Cost of goods sold
Units in inventory
Marketing
Sales force
Unit
Total
SOLD
PSOLD
SONO
PSONO
U
$
$
K$
192,298
530
343
66,041
140,326
565
369
51,807
51,972
438
274
14,235
U
$
$
K$
U
K$
K$
K$
170,400
160
-30,793
1,127
-16
0
35,232
136,800
149
149
-20,961
76
-1
0
30,845
33,600
183
189
-9,832
1,051
-15
0
4,387
K$
K$
K$
K$
-3,095
-120
-1,248
30,769
-1,920
-80
-936
27,909
-1,175
-40
-312
2,860
MARKET SHARES AND DISTRIBUTION COVERAGE

Sonite Brands
Market shares
Distribution coverage in %
Specialty stores (30,000 outlets)
Depart. stores (6,750 outlets)
Mass Merchandis. (10,000 outlets)
06/12/2011
Unit
%U
%$
%
%
%
Total
20.2%
26.0%
SOLD
14.8%
20.2%
SONO
5.5%
5.8%
48.2%
46.3%
39.7%
40.2%
22.4%
14.9%
11/35
ANNUAL REPORT
PERIOD 1
RESEARCH & DEVELOPMENT RESULTS

SONITE R&D PROJECTS
Name
PSOLD
PSONO
PSOLO*
Weight
(Kg)
13
17
18
Physical Characteristics
Design
Volume
Max Freq
(Index)
(Dm3)
(KHz)
7
45
30
4
90
48
7
45
32
Power
(W)
75
95
48
Base Cost $
Current
Minimum
realistic
188
139
193
152
171
110
Allocated Budget K$
Cumulative
Req. for
completion
1,500 Avail. in P-1
2,000 Avail. in P-1
800 Avail. in P1
(*) Projects identified in bold have been completed in this period.
06/12/2011
12/35
ANNUAL REPORT
PERIOD 1
CUMULATIVE RESULTS
CUMULATIVE BRAND RESULTS
Sales
Brand
Results since
period
SOLD
SONO
0
0
Production
Marketing
Units sold
Retail sales
Revenues
Cost of
goods sold
KU
249
113
K$
133,611
46,510
K$
87,212
29,227
K$
39,960
21,641
K$
51
318
K$
4,000
3,215
K$
1,548
924
K$
41,652
3,128
361
0
361
180,121
0
180,121
116,438
0
116,438
61,602
0
61,602
370
0
370
7,215
0
7,215
2,472
0
2,472
44,779
0
44,779
Total Sonite
Total Vodite
Total all markets
Inventory
costs
Advertising
Sales force
Contrib. after
mktg.
CUMULATIVE COMPANY PERFORMANCE

Sales
Units sold
Retail sales
Revenues
Production
Cost of goods sold
Inventory holding and disposal cost
Marketing
Total advertising expenditures
Sales force expenditures
Other expenses
Interest paid
Net contribution
06/12/2011
Unit
Total
Sonite market
Vodite market
KU
K$
K$
361
180,121
116,438
361
180,121
116,438
0
0
0
K$
K$
-61,602
-370
-61,602
-370
0
0
K$
K$
K$
-7,215
-2,472
44,779
-7,215
-2,472
44,779
0
0
0
K$
K$
K$
K$
K$
-708
-800
0
0
43,272
-687
-800
-21
0
13/35
ANNUAL REPORT
PERIOD 1
DECISION SUMMARY
DECISION SUMMARY - BRAND MANAGEMENT
Sonite Brands
Base R&D project
Production planning
Inventory sold to trading company
Recommended retail price
Advertising budget
Advertising research budget
KU
KU
$
K$
K$
Buffs
Singles
Professionals
High earners
Others
Targeted segments in %
Perceptual Objectives
Dimension 1
Objective 1
Dimension 2
Objective 2
SOLD
PSOLD
140
0
575
1,920
80
20
10
20
40
10
SONO
PSONO
42
0
440
1,175
40
30
14
30
16
10
None
None
-
None
None
-
DECISION SUMMARY - SALES FORCE MANAGEMENT

Distribution Channels
Number of salespeople
Sales force effort allocation by brand (%)
SOLD
SONO
Specialty stores
20
Depart. stores
25
Mass Merchandis.
15
60
40
80
20
87
13
100
100
100
TOTAL
DECISION SUMMARY - SONITE R&D PROJECTS

Project
PSOLO
Expenditures
K$
800
Weight
Kg
18
Design
Index
7
Product Characteristics
Volume
Max Freq
Dm3
KHz
45
32
Power
W
48
Base cost
$
168
DECISION SUMMARY - MARKET RESEARCH STUDIES

Study
Industry benchmarking
Consumer survey
Consumer panel
Distribution panel
Semantic scales
Multidimensional scaling
Market forecast
Competitive advertising
Competitive sales force
Advertising experiment
Sales force experiment
Conjoint analysis
06/12/2011
All markets
No
-
Market covered by study

Sonite
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Vodite
No
No
No
Yes
No
Yes
No
No
No
No
No
14/35
ANNUAL REPORT
PERIOD 1
DECISION SUMMARY - LOAN AND BUDGET MODIFICATION

Corporate finance department
Increase in budget
Decrease in budget
Bank
Capital borrowed
Duration in number of periods
Interest rate
06/12/2011
K$
K$
0
0
K$
15/35
ANNUAL REPORT
PERIOD 1
NEWSLETTER
PERIOD 1
Geetika Shah
ISBPGP
6/6/2011 -->7/15/2011
ISB
India
06/12/2011
16/35
ANNUAL REPORT
PERIOD 1
STOCK MARKET AND KEY PERFORMANCE INDICATORS

STOCK MARKET
Firm
O
E
U
A
I
Stock price index

base 1000
1,374
1,222
1,218
1,170
1,160
K$
383,048
353,593
377,359
249,382
233,312
Net contribution (K$)

Period 1
Cumulative
29,506
43,272
25,620
39,907
25,535
40,832
15,682
26,211
14,277
24,211

(period 1 values)
Market share
Total
Sonite market
Vodite market
Retail sales
Total
Sonite market
Vodite market
Contribution
Before marketing
After marketing
Net
Cumulative net
Shareholder value
Stock price index
Unit
%$
%$
%$
14.6%
14.6%
-
24.5%
24.5%
-
12.3%
12.3%
-
26.0%
26.0%
-
22.5%
22.5%
-
K$
K$
K$
57,328
57,328
-
96,024
96,024
-
48,221
48,221
-
101,987
101,987
-
88,104
88,104
-
K$
K$
K$
K$
21,254
17,145
15,682
26,211
31,132
26,783
25,620
39,907
20,688
15,740
14,277
24,211
35,232
30,769
29,506
43,272
31,477
26,898
25,535
40,832
Base 1000
K$
Ratio
Ratio
1,170
249,382
2.81
2.37
1,222
353,593
4.65
3.63
1,160
233,312
2.23
2.04
1,374
383,048
5.15
3.87
1,218
377,359
4.30
3.58
-1.3%
-1.3%
-
-3.5%
-3.5%
-
-0.9%
-0.9%
-
4.5%
4.5%
-
0.3%
0.3%
-
23.3%
23.3%
-
20.5%
20.5%
-
23.7%
23.7%
-
30.5%
30.5%
-
25.2%
25.2%
-
32.9%
59.1%
48.9%
148.9%
57.6%
84.3%
79.3%
179.3%
34.3%
54.6%
43.7%
143.7%
83.2%
119.6%
114.3%
214.3%
51.6%
73.1%
66.9%
166.9%
17.0%
17.0%
46.2%
23.3%
22.2%
22.2%
77.9%
39.1%
16.0%
16.0%
22.6%
12.2%
37.4%
37.4%
104.7%
53.6%
21.8%
21.8%
53.7%
27.9%

(% change from period 0 to period 1)
Market share
Total
Sonite market
Vodite market
Retail sales
Total
Sonite market
Vodite market
Contribution
Before marketing
After marketing
Net
Cumulative net
Shareholder value
Stock price index
06/12/2011
17/35
ANNUAL REPORT
PERIOD 1
ECONOMIC VARIABLES AND COSTS

ECONOMIC VARIABLES
Unit
GNP growth rates
Inflation rate
Production
Inventory holding cost per annum
Loss incurred for inventory disposal
Sales force
Salesperson operating cost
Salesperson hiring and training cost
Salesperson firing cost
Forecast value
Period 2
3.0%
2.0%
%change
%
%
Actual value
Period 1
3.0%
2.0%
% transf. cost
% transf. cost
8.0%
20.0%
8.0%
20.0%
0.0%
0.0%
$
$
$
20,808
3,121
5,202
21,224
3,184
5,306
2.0%
2.0%
2.0%
0.0%
0.0%
COST OF MARKET RESEARCH STUDIES NEXT PERIOD

(all numbers in K$)
Study
Industry benchmarking
Consumer survey
Consumer panel
Distribution panel
Semantic scales
Multidimensional scaling
Market forecast
Competitive advertising
Competitive sales force
Advertising experiment
Sales force experiment
Conjoint analysis
Total market
Total if all studies ordered
06/12/2011
All markets
32
32
871
Market covered by study

Sonite
Vodite
64
106
64
11
37
21
32
16
27
37
37
452
42
74
53
11
37
21
32
16
27
37
37
387
18/35
ANNUAL REPORT
PERIOD 1
INFORMATION ON SONITE MARKET

CHARACTERISTICS OF MARKETED SONITE BRANDS
Firm
Brand
SAMA
SALT
SEMI
SELF
SIRO
SIBI
SOLD
SONO
SUSI
SULI
E
I
O
U
New or
Modified
No
No
No
No
No
No
No
No
No
No
Weight
(Kg)
18
15
13
15
20
19
13
17
18
14
Physical characteristics
Design
Volume
Max Freq
(Index)
(Dm3)
(KHz)
5
70
15
4
35
20
7
40
40
4
40
45
3
70
10
8
60
15
7
45
30
4
90
48
3
75
25
7
50
35
Power
(W)
10
30
75
90
12
20
75
95
12
70
Base cost
($)
94
119
198
218
52
99
188
193
72
198
Retail price
($)
270
340
540
550
225
350
575
440
270
520
Retail sales
Period 1
Change
K$
%
40,637
22.7%
16,691
24.7%
76,742
32.9%
19,282
-12.1%
24,561
28.1%
23,660
19.5%
79,241
45.7%
22,746
-4.3%
8,670
-26.4%
79,434
35.6%
391,664
24.9%
Share
%$
10.4%
4.3%
19.6%
4.9%
6.3%
6.0%
20.2%
5.8%
2.2%
20.3%
100.0%
INFORMATION ON SONITE MARKET - SALES AND MARKET SHARES

Firm
Brand
SAMA
SALT
E
SEMI
SELF
I
SIRO
SIBI
O
SOLD
SONO
U
SUSI
SULI
Total Sonite market
06/12/2011
Period 0
U
131,863
32,397
118,049
40,187
94,497
59,369
108,398
60,578
54,239
114,861
814,437
Volume sold
Period 1
Change
U
%
156,037
18.3%
49,730
53.5%
144,051
22.0%
35,286
-12.2%
113,646
20.3%
68,991
16.2%
140,326
29.5%
51,972
-14.2%
33,651
-38.0%
156,039
35.9%
949,730
16.6%
Share
%U
16.4%
5.2%
15.2%
3.7%
12.0%
7.3%
14.8%
5.5%
3.5%
16.4%
100.0%
Period 0
K$
33,108
13,388
57,738
21,938
19,177
19,791
54,370
23,764
11,787
58,566
313,626
19/35
ANNUAL REPORT
PERIOD 1
MARKET RESEARCH STUDIES

PERIOD 1
Geetika Shah
ISBPGP
6/6/2011 -->7/15/2011
ISB
India
06/12/2011
20/35
ANNUAL REPORT
PERIOD 1
CONSUMER SURVEY - SONITE MARKET

CONSUMER SURVEY - BRAND AWARENESS BY SEGMENT
Firm
A
E
I
O
U
Brand
SAMA
SALT
SEMI
SELF
SIRO
SIBI
SOLD
SONO
SUSI
SULI
Buffs
53.5%
62.7%
73.2%
53.7%
54.9%
68.1%
64.0%
51.6%
25.8%
72.1%
Singles
68.5%
68.4%
61.6%
45.0%
73.1%
77.6%
56.3%
44.8%
32.3%
68.2%
Pros
42.8%
55.7%
73.7%
55.1%
47.9%
60.8%
65.0%
53.2%
27.2%
79.5%
HiEarners
50.5%
62.8%
76.0%
54.7%
55.8%
65.4%
76.8%
50.9%
30.2%
81.6%
Others
66.4%
37.7%
42.6%
29.4%
72.9%
52.7%
42.3%
33.1%
29.5%
51.8%
Total
57.2%
55.4%
63.0%
45.8%
61.9%
63.7%
58.5%
45.4%
28.9%
68.5%
Others
37.6%
3.5%
1.2%
0.7%
32.1%
5.7%
1.2%
0.9%
15.4%
1.6%
100.0%
Total
14.7%
6.5%
13.4%
4.5%
12.6%
7.1%
10.8%
6.3%
6.3%
17.7%
100.0%
CONSUMER SURVEY - PURCHASE INTENTIONS

Firm
A
E
I
O
U
Total
Brand
SAMA
SALT
SEMI
SELF
SIRO
SIBI
SOLD
SONO
SUSI
SULI
Buffs
4.6%
8.3%
15.5%
10.9%
4.4%
7.1%
11.5%
20.6%
2.4%
14.8%
100.0%
Singles
15.2%
15.8%
7.2%
4.0%
12.7%
17.6%
6.4%
5.0%
7.2%
8.8%
100.0%
Pros
0.6%
2.2%
31.8%
4.9%
0.6%
2.0%
19.6%
3.5%
0.4%
34.4%
100.0%
HiEarners
0.4%
1.7%
19.6%
2.4%
0.4%
1.5%
24.7%
1.5%
0.2%
47.5%
100.0%
CONSUMER SURVEY - SHOPPING HABITS

Segment
Buffs
Singles
Professionals
High earners
Others
Total
06/12/2011
Specialty stores
70.0%
40.0%
50.0%
20.0%
20.0%
39.8%
Depart. stores
25.0%
40.0%
30.0%
50.0%
40.0%
36.3%
Mass Merchandis.
5.0%
20.0%
20.0%
30.0%
40.0%
23.9%
Total
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%
21/35
ANNUAL REPORT
PERIOD 1
CONSUMER PANEL - SONITE MARKET

CONSUMER PANEL - MARKET SHARES BASED ON UNIT SALES
Firm
A
E
I
O
U
Brand
SAMA
SALT
SEMI
SELF
SIRO
SIBI
SOLD
SONO
SUSI
SULI
Total
Total sales (U)
Total sales (% Total)
06/12/2011
Buffs
4.2%
6.8%
18.5%
10.2%
3.3%
7.0%
15.9%
19.3%
1.0%
13.8%
100.0%
190,188
20.0%
Singles
17.1%
14.0%
8.5%
3.2%
11.9%
19.4%
9.2%
4.1%
3.9%
8.5%
100.0%
173,362
18.3%
Pros
0.6%
1.7%
33.7%
3.7%
0.5%
1.9%
25.2%
2.7%
0.2%
29.9%
100.0%
194,120
20.4%
HiEarners
0.5%
1.4%
19.9%
1.5%
0.4%
1.6%
32.1%
1.0%
0.1%
41.6%
100.0%
127,475
13.4%
Others
44.1%
2.8%
1.3%
0.4%
32.3%
6.1%
1.6%
0.6%
9.2%
1.5%
100.0%
264,585
27.9%
Total
16.4%
5.2%
15.2%
3.7%
12.0%
7.3%
14.8%
5.5%
3.5%
16.4%
100.0%
949,730
100.0%
22/35
ANNUAL REPORT
PERIOD 1
DISTRIBUTION PANEL - SONITE MARKET

DISTRIBUTION PANEL - MARKET SHARES BASED ON UNIT SALES
Firm
A
E
I
O
U
Brand
SAMA
SALT
SEMI
SELF
SIRO
SIBI
SOLD
SONO
SUSI
SULI
Total
Total sales (U)
Total sales (% Total)
Specialty stores
7.9%
5.4%
20.4%
6.7%
5.8%
6.9%
16.9%
10.2%
1.8%
18.0%
100.0%
376,806
39.7%
Depart. stores
20.0%
6.4%
13.5%
2.2%
13.3%
8.2%
14.5%
3.1%
3.2%
15.6%
100.0%
354,688
37.3%
Mass Merchandis.
25.3%
2.9%
8.9%
1.0%
20.6%
6.4%
11.5%
1.3%
7.1%
15.0%
100.0%
218,236
23.0%
Total
16.4%
5.2%
15.2%
3.7%
12.0%
7.3%
14.8%
5.5%
3.5%
16.4%
100.0%
949,730
100.0%
DISTRIBUTION PANEL - DISTRIBUTION COVERAGE BY CHANNEL

Firm
A
Brand
SAMA
SALT
E
SEMI
SELF
I
SIRO
SIBI
O
SOLD
SONO
U
SUSI
SULI
Total number of outlets
06/12/2011
Specialty stores
27.6%
27.3%
55.1%
41.2%
22.4%
35.2%
48.2%
40.2%
13.5%
52.1%
30,000
Depart. stores
49.0%
40.8%
47.2%
21.7%
35.8%
46.6%
46.3%
22.4%
16.0%
45.0%
6,750
Mass Merchandis.
39.7%
18.9%
32.1%
13.5%
38.5%
36.3%
39.7%
14.9%
28.0%
48.1%
10,000
23/35
ANNUAL REPORT
PERIOD 1
SEMANTIC SCALES - SONITE MARKET

SEMANTIC SCALES - IDEAL VALUES (1 TO 7)
Segment
Buffs
Singles
Pros
HiEarners
Others
Importance of characteristic (1)
Weight
3.42
6.09
2.53
4.80
5.44
Design
1.95
5.26
5.54
5.84
3.97
Volume
2.08
5.03
3.08
4.62
6.20
Max Freq
6.00
4.32
5.49
4.54
2.72
Power
6.24
4.11
5.25
4.71
2.39
Price
3.72
3.01
5.47
5.83
2.12
10
Volume
4.86
2.04
2.39
2.39
4.86
4.00
2.76
6.32
5.24
3.14
Max Freq
2.23
2.88
5.77
6.39
1.70
2.23
4.41
6.50
3.59
5.12
Power
1.50
2.39
5.31
6.18
1.67
1.83
5.31
6.45
1.50
5.01
Price
2.65
4.81
6.29
6.43
2.03
4.58
6.45
5.52
2.38
6.23
(1) On a scale from 1 to 10 - 1 = Not important - 10 = Very important
SEMANTIC SCALES - BRAND PERCEPTIONS (1 TO 7)

Firm
A
E
I
O
U
06/12/2011
Brand
SAMA
SALT
SEMI
SELF
SIRO
SIBI
SOLD
SONO
SUSI
SULI
Weight
5.89
4.00
2.69
4.00
6.50
6.45
2.69
5.31
5.89
3.30
Design
2.34
1.63
4.77
1.63
1.50
5.66
4.77
1.63
1.50
4.77
24/35
ANNUAL REPORT
PERIOD 1
MULTIDIMENSIONAL SCALING - SONITE MARKET

MULTIDIMENSIONAL SCALING - IDEAL VALUES (-20 TO +20)
Segment
Buffs
Singles
Pros
HiEarners
Others
Economy
1.9
6.6
-9.8
-12.2
12.5
Performance
14.6
1.0
8.7
4.5
-10.2
Convenience
-6.6
3.1
9.4
7.2
-4.0
MULTIDIMENSIONAL SCALING - BRAND PERCEPTIONS (-20 TO +20)

Firm
A
E
I
O
U
Brand
SAMA
SALT
SEMI
SELF
SIRO
SIBI
SOLD
SONO
SUSI
SULI
Economy
9.0
-5.4
-15.3
-16.2
13.2
-3.9
-16.3
-10.1
10.8
-14.9
Performance
-16.6
-9.9
9.5
14.9
-15.5
-13.8
7.3
16.9
-13.8
6.9
Convenience
-10.2
-8.4
6.6
-8.9
-17.1
6.1
6.1
-15.0
-16.9
5.2
MULTIDIMENSIONAL SCALING
INFLUENCE OF PRODUCT CHARACTERISTICS ON MDS DIMENSIONS
Economy
Performance
Convenience
06/12/2011
Weight
(Kg)
Slight
Slight
Moderate
Design
(Index)
Slight
Slight
Strong
Volume
(Dm3)
Slight
Slight
Moderate
Max Freq
(KHz)
Slight
Strong
Slight
Power
(W)
Moderate
Very strong
Slight
Price
($)
Strong
Moderate
Slight
25/35
ANNUAL REPORT
PERIOD 1
MARKET FORECAST - SONITE MARKET

MARKET FORECAST - SEGMENT SIZES AND GROWTH RATES
Segment
Segment sizes in KU
Actual size this period
Forecasted size next period
Forecasted size in five periods
Relative segment sizes in %
Forecasted size next period
Forecasted size in five periods
Forecasted growth rates in %
Next period
Total over next five periods
Average over next five periods
06/12/2011
Buffs
Singles
Pros
HiEarners
Others
Total
190
186
155
173
214
566
194
230
332
127
158
249
265
313
623
950
1,101
1,924
20.0%
16.9%
8.0%
18.3%
19.5%
29.4%
20.4%
20.9%
17.3%
13.4%
14.3%
12.9%
27.9%
28.5%
32.4%
100.0%
100.0%
100.0%
-2.1%
-18.7%
-4.1%
23.6%
226.4%
26.7%
18.5%
71.0%
11.3%
23.6%
95.4%
14.3%
18.4%
135.4%
18.7%
16.0%
102.6%
15.2%
26/35
ANNUAL REPORT
PERIOD 1
COMPETITIVE ADVERTISING - SONITE MARKET

COMPETITIVE ADVERTISING - ESTIMATED TOTAL EXPENDITURES
(all numbers in K$)
Firm
A
Brand
SAMA
SALT
TOTAL
SEMI
SELF
TOTAL
SIRO
SIBI
TOTAL
SOLD
SONO
TOTAL
SUSI
SULI
TOTAL
Buffs
250
350
600
650
100
750
300
350
650
400
300
700
50
500
550
3,250
325
650
TOTAL
AVERAGE BY BRAND
AVERAGE BY FIRM
Singles
350
350
700
350
100
450
500
450
950
300
200
500
100
450
550
3,150
315
630
Pros
250
200
450
650
100
750
300
350
650
400
300
700
50
850
900
3,450
345
690
HiEarners
250
250
500
550
100
650
300
300
600
600
200
800
50
750
800
3,350
335
670
Others
500
200
700
300
100
400
600
300
900
300
200
500
100
450
550
3,050
305
610
Total
1,600
1,350
2,950
2,500
500
3,000
2,000
1,750
3,750
2,000
1,200
3,200
350
3,000
3,350
16,250
1,625
3,250
COMPETITIVE ADVERTISING
ESTIMATED COMMUNICATION DIMENSIONS AND MESSAGE QUALITY
Firm
A
E
I
O
U
Brand
SAMA
SALT
SEMI
SELF
SIRO
SIBI
SOLD
SONO
SUSI
SULI
Communication Dimensions
Performance
-
Message Quality
Poor
Poor
Poor
Poor
Poor
Poor
Poor
Poor
Poor
Average
COMPETITIVE SALES FORCE - SONITE MARKET

COMPETITIVE SALES FORCES - ESTIMATED SIZES
(in number of salespeople)
Firm
A
Brand
SAMA
SALT
TOTAL
SEMI
SELF
TOTAL
SIRO
SIBI
TOTAL
SOLD
SONO
TOTAL
SUSI
SULI
TOTAL
TOTAL
AVERAGE BY BRAND
AVERAGE BY FIRM
06/12/2011
Specialty stores
5
5
10
16
9
25
3
7
10
12
8
20
1
14
15
80
8
16
Depart. stores
21
14
35
20
5
25
10
20
30
20
5
25
3
17
20
135
14
27
Mass Merchandis.
12
3
15
8
2
10
10
10
20
13
2
15
6
19
25
85
9
17
Total
38
22
60
44
16
60
23
37
60
45
15
60
10
50
60
300
30
60
27/35
ANNUAL REPORT
PERIOD 1
ADVERTISING EXPERIMENT - SONITE MARKET

EXPECTED RESULTS WITH INCREASED ADVERTISING BUDGET
SOLD
SONO
Change in awareness (%)
Buffs
2.0%
2.4%
Singles
2.1%
2.0%
Professionals
1.9%
2.3%
High earners
1.5%
2.2%
Others
1.9%
1.2%
Change in market share (%)
Buffs
0.5%
0.5%
Singles
0.4%
0.2%
Professionals
0.2%
0.2%
High earners
-0.2%
0.0%
Others
0.1%
0.0%
Change in contribution after marketing (K$)
107
-52
Notes.
These results would have been achieved by a given brand if its advertising budget
had been increased by 20% and if competitive actions had remained unchanged.
SALES FORCE EXPERIMENT - SONITE MARKET

EXPECTED RESULTS WITH INCREASED SALES FORCE
SOLD
SONO
Change in number of distributors (U)
Specialty stores
1,282
1,485
Depart. stores
271
234
Mass Merchandis.
518
364
Change in market share (%)
Specialty stores
1.0%
1.0%
Depart. stores
0.9%
0.4%
Mass Merchandis.
1.1%
0.2%
Change in contribution after marketing (K$)
1,600
460
Notes.
These results would have been achieved if the number of salespeople had been
increased by 10 in each channel and if competitive actions had remained unchanged.
06/12/2011
28/35
ANNUAL REPORT
PERIOD 1
CONJOINT ANALYSIS - SONITE MARKET

CONJOINT ANALYSIS - RELATIVE IMPORTANCE OF CHARACTERISTICS
Segment
Buffs
Singles
Pros
HiEarners
Others
Design
1.0%
0.3%
1.7%
7.3%
8.6%
Max Freq
9.9%
1.9%
3.1%
1.9%
1.4%
Power
32.7%
24.0%
30.8%
39.1%
30.1%
2
4
0.41
34
0.38
68
0.36
295
1.00
3
5
0.41
42
0.44
84
0.59
374
0.37
Price
56.4%
73.8%
64.4%
51.7%
59.8%
Total
100.0%
100.0%
100.0%
100.0%
100.0%
CONJOINT ANALYSIS - UTILITIES - SEGMENT BUFFS

Design
Max Freq
Power
Price
06/12/2011
Level
Utility
Level
Utility
Level
Utility
Level
Utility
Unit
Index
[0,1]
KHz
[0,1]
W
[0,1]
$
[0,1]
1
3
0.39
26
0.31
52
0.04
216
0.24
4 Importance
6
1.0%
0.41
50
9.9%
0.48
100
32.7%
0.62
453
56.4%
0.00
29/35
ANNUAL REPORT
PERIOD 1
CONJOINT ANALYSIS - UTILITIES - SEGMENT SINGLES

Design
Max Freq
Power
Price
06/12/2011
Level
Utility
Level
Utility
Level
Utility
Level
Utility
Unit
Index
[0,1]
KHz
[0,1]
W
[0,1]
$
[0,1]
1
7
0.60
18
0.58
31
0.43
169
0.48
2
8
0.60
26
0.61
47
0.72
248
1.00
3
9
0.60
34
0.61
63
0.76
327
0.93
4 Importance
10
0.3%
0.60
42
1.9%
0.60
79
24.0%
0.50
406
73.8%
0.00
30/35
ANNUAL REPORT
PERIOD 1
CONJOINT ANALYSIS - UTILITIES - SEGMENT PROFESSIONALS

Design
Max Freq
Power
Price
06/12/2011
Level
Utility
Level
Utility
Level
Utility
Level
Utility
Unit
Index
[0,1]
KHz
[0,1]
W
[0,1]
$
[0,1]
1
7
0.41
26
0.43
51
0.18
335
0.00
2
8
0.43
34
0.45
67
0.65
414
1.00
3
9
0.44
42
0.43
83
0.63
493
0.52
4 Importance
10
1.7%
0.43
50
3.1%
0.40
99
30.8%
0.24
572
64.4%
0.18
31/35
ANNUAL REPORT
PERIOD 1
CONJOINT ANALYSIS - UTILITIES - SEGMENT HIGH EARNERS

Design
Max Freq
Power
Price
06/12/2011
Level
Utility
Level
Utility
Level
Utility
Level
Utility
Unit
Index
[0,1]
KHz
[0,1]
W
[0,1]
$
[0,1]
1
7
0.46
19
0.56
40
0.17
335
0.00
2
8
0.59
27
0.57
56
0.83
414
1.00
3
9
0.60
35
0.57
72
0.92
493
0.88
4 Importance
10
7.3%
0.59
43
1.9%
0.54
88
39.1%
0.31
572
51.7%
0.36
32/35
ANNUAL REPORT
PERIOD 1
CONJOINT ANALYSIS - UTILITIES - SEGMENT OTHERS

Design
Max Freq
Power
Price
06/12/2011
Level
Utility
Level
Utility
Level
Utility
Level
Utility
Unit
Index
[0,1]
KHz
[0,1]
W
[0,1]
$
[0,1]
1
5
0.61
6
0.69
5
0.46
101
0.96
2
6
0.73
14
0.71
21
0.89
180
1.00
3
7
0.75
22
0.71
37
0.97
259
0.85
4 Importance
8
8.6%
0.73
30
1.4%
0.71
53
30.1%
0.49
338
59.8%
0.00
33/35
ANNUAL REPORT
PERIOD 1
SEMANTIC SCALES - VODITE MARKET

SEMANTIC SCALES - IDEAL VALUES (1 TO 7)
Segment
Innovs
Adopters
Followers
Importance of characteristic (1)
Autonomy
4.60
5.09
3.40
Max Freq
4.90
4.04
3.14
Diameter
3.78
3.10
4.49
Design
3.40
4.11
4.47
Weight
4.23
3.66
4.68
Price
6.10
5.35
4.68
10
(1) On a scale from 1 to 10 - 1 = Not important - 10 = Very important
06/12/2011
34/35
ANNUAL REPORT
PERIOD 1
MARKET FORECAST - VODITE MARKET

MARKET FORECAST - SEGMENT SIZES AND GROWTH RATES
Segment
Segment sizes in KU
Forecasted size at introduction period
Forecasted size 5 periods after intro.
Relative segment sizes in %
Forecasted size at introduction period
Forecasted size 5 periods after intro.
Forecasted growth rates in %
Next period
Total over first five periods
Average over first five periods
06/12/2011
Innovs
Adopters
Followers
Total
0
80
139
0
40
231
0
13
616
0
133
985
0.0%
60.0%
14.1%
0.0%
30.0%
23.4%
0.0%
10.0%
62.5%
0.0%
100.0%
100.0%
73.3%
14.7%
477.5%
55.0%
4516.8%
160.7%
638.9%
64.9%
35/35

Number Crunching File For Markstrat Project

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Number Crunching File For Markstrat Project

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INDUSTRY I18SF - FIRM O

Period 0 Period 1 %change

Current return on investment

Cumulative return on investment

Stock price index

Markstrat by StratX 5.1.0.6 - Copyright 2010 by StratX

INDUSTRY I18SF - FIRM O

Average retail price

Average selling price

Inventory holding cost

Inventory disposal loss

Contribution before marketing

Advertising research expenditures

Contribution after marketing

Market research studies

Research and development

Exceptional cost or profit

Next period budget

Markstrat by StratX 5.1.0.6 - Copyright 2010 by StratX

INDUSTRY I18SF - FIRM O

Base R&D project

Average retail price

Average selling price

Current unit transfer cost

Average unit transfer cost

Inventory holding cost

Inventory disposal loss

Contribution before marketing

Advertising research expenditures

Contribution after marketing

Cost of goods sold

Markstrat by StratX 5.1.0.6 - Copyright 2010 by StratX

INDUSTRY I18SF - FIRM O

CUMULATIVE COMPANY PERFORMANCE

Cost of goods sold

Inventory holding and disposal cost

Total advertising expenditures

Sales force expenditures

Contribution after marketing

Market research studies

Research and development

Exceptional cost or profit

Markstrat by StratX 5.1.0.6 - Copyright 2010 by StratX

INDUSTRY I18SF - FIRM O

COMPANY KEY PERFORMANCE INDICATORS

Current return on investment Ratio

Cumulative return on investment

COMPANY KEY PERFORMANCE INDICATORS

Markstrat by StratX 5.1.0.6 - Copyright 2010 by StratX

INDUSTRY I18SF - FIRM O

Stock price index

Current return on investment

Cumulative return on investment

Markstrat by StratX 5.1.0.6 - Copyright 2010 by StratX

INDUSTRY I18SF - FIRM O

INFORMATION ON SONITE MARKET

INFORMATION ON SONITE MARKET - SALES AND MARKET SHARES

Period 0 Period 1 Change

Share Period 0 Period 1 Change

Markstrat by StratX 5.1.0.6 - Copyright 2010 by StratX

INDUSTRY I18SF - FIRM O

Total Sonite market 814,437 949,730

100.0% 313,626 391,664