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7/27/2019 Argentina Team Coaching Practice Period 02
1/28
Course Industry Period P
A32862 Argentina 2
M R S T L
Key Performance Indicators
Share Price Index 1000 in P0 1,076 1,093 568 1,710 1,501Market share - Total %U 15.6% 16.8% 6.3% 20.6% 28.4%
%$ 15.6% 19.7% 7.4% 26.6% 23.5%
Market share - Clinites %$ 18.2% 15.6% 8.6% 21.9% 27.3%
Market share - Nutrites %$ 0.0% 45.0% 0.0% 55.0% 0.0%
Revenues K$ 45,164 56,763 21,112 77,073 69,069
Net contribution K$ 16,900 -8,086 2,022 17,822 16,076
Benchmarking
Revenues % Rev 100.0% 100.0% 100.0% 100.0% 100.0%
COGS % Rev -50.2% -59.5% -48.7% -51.4% -48.9%
Contribution before marketing % Rev 49.3% 37.0% 47.3% 46.8% 47.0%Advertising expenditures % Rev -7.2% -20.4% -31.7% -16.5% -6.6%
Commercial team costs % Rev -4.8% -11.0% -33.5% -3.9% -2.7%
Merchandising expenditures % Rev 0.0% -2.0% 0.0% -0.3% 0.0%
Contribution after marketing % Rev 37.4% 5.6% -17.9% 26.4% 37.6%
Market research studies % Rev 0.0% -1.5% -4.1% -1.1% -1.2%
R&D % Rev 0.0% -0.6% -41.4% 0.0% 0.0%
Net contribution % Rev 37.4% -14.2% 9.6% 23.1% 23.3%
Next period budget K$ 7,400 7,400 7,400 7,400 7,400
Number of brands
Total 3 4 2 4 2
Clinites 3 3 2 3 2
Nutrites 0 1 0 1 0
Leading in a segment RICH (Me), RUTE (Fa)TIME (Af), TUK TUK (He),
TUK TUK (El)
LIME (Hi), LIKE (Lo), LIKE
(Si)
#2 in a segment MINT (Me)RISE (Af), RUTE (He), RUTE
(El)
TIME (Hi), TINY (Si), TUK
TUK (Fa)
R&D Projects
Completed this period PIasad00 (C) PU2 (N)
Partially completed this period
7/27/2019 Argentina Team Coaching Practice Period 02
2/28
Course Industry Period P Firm
A32862 Argentina 2 M
MAXIMUM M MINIMUM PAST VALUE
Key Performance Indicators
Share Price Index 1,710 1,076 0 1,131
Market Share - Total %U 28.4% 15.6% 0.0% 17.8%
%$ 26.6% 15.6% 0.0% 19.6%
Market Share - Clinites %$ 27.3% 18.2% 0.0% 19.6%
Market Share - Nutrites %$ 55.0% 0.0% 0.0% 0.0%
Revenues K$ 77,073 45,164 0 41,438
Contribution K$ 17,822 16,900 -8,086 13,653
Next period budget K$ 7,400 7,400 0 7,300
Number of brands
Total 4 3 0
Clinites 3 3 0
Nutrites 1 0 0
Leading in a segment
#2 in a segmentMINT (Me)
Brand MINT MISS MILO
Market Clinites Clinites Clinites
Contribution K$ 6,760 8,212 1,928
% Revenues 45% 42% 18%
% Firm 40% 49% 11%
Primary consumer segment Singles ffluent Fam. Singles
Ranking (based on unit shares) 4 3 3
Segment share %U 6.7% 15.8% 8.9%
Suggested actions
Need for an R&D product upgrade Possibly Possibly PossiblyCharacteristic 1 Usability Efficacy Usability
Characteristic 2 Efficacy Packaging Efficacy
Characteristic 3 Safety Usability Safety
Need to raise awareness No No Critical
Adjust price $ 14 -> 10 23 -> 20 10 -> 10
Adjust production
Stock out Unit 0 0 310,460
Inventory Unit 687,797 11,259 0
Need to increase commercial team
Mass Merchandisers Critical Critical Critical
Specialized Mass Critical Critical Critical Dept. Stores Critical Critical Critical
Beauty Portals Critical No Critical
Need to increase merchandising
Mass Merchandisers Critical Critical Critical
Specialized Mass Critical Critical Critical
Dept. Stores Critical Critical Critical
Beauty Portals Critical Critical Critical
7/27/2019 Argentina Team Coaching Practice Period 02
3/28
Course Industry Period P Firm
A32862 Argentina 2 R
MAXIMUM R MINIMUM PAST VALUE
Key Performance Indicators
Share Price Index 1,710 1,093 0 1,317
Market Share - Total %U 28.4% 16.8% 0.0% 12.7%
%$ 26.6% 19.7% 0.0% 16.2%
Market Share - Clinites %$ 27.3% 15.6% 0.0% 16.2%
Market Share - Nutrites %$ 55.0% 45.0% 0.0% 0.0%
Revenues K$ 77,073 56,763 0 34,122
Contribution K$ 17,822 -8,086 -8,086 8,549
Next period budget K$ 7,400 7,400 0 7,300
Number of brands
Total 4 4 0
Clinites 3 3 0
Nutrites 1 1 0
Leading in a segment RICH (Me), RUTE (Fa)
#2 in a segment RISE (Af), RUTE (He), RUTE (El)
Brand RICH RISE Ripe RUTE
Market Clinites Clinites Clinites Nutrites
Contribution K$ 3,773 5,494 -2,392 -3,690
% Revenues 27% 27% -54% -20%
% Firm 118% 173% -75% -116%
Primary consumer segment Singles ffluent Fam. Low Income lth Conscious
Ranking (based on unit shares) 5 2 5 2
Segment share %U 5.8% 18.2% 7.9% 49.7%
Suggested actions
Need for an R&D product upgrade Possibly Possibly No PossiblyCharacteristic 1 Usability Packaging - Nutrition
Characteristic 2 Efficacy Usability - Variety
Characteristic 3 Safety Efficacy - Packaging
Need to raise awareness No No Critical Critical
Adjust price $ 13 -> 10 22 -> 20 8 -> 9 25 -> 38
Adjust production
Stock out Unit 0 0 0 1,119,278
Inventory Unit 3,001,851 1,669,479 1,511,220 0
Need to increase commercial team
Mass Merchandisers Yes Critical No Yes
Specialized Mass Critical Critical Yes No
Dept. Stores Critical No Critical No
Beauty Portals Critical Yes Yes No
Need to increase merchandising
Mass Merchandisers Critical Critical No Critical
Specialized Mass Critical Critical Critical No
Dept. Stores Critical Critical Critical No
Beauty Portals Critical Critical Critical Critical
7/27/2019 Argentina Team Coaching Practice Period 02
4/28
Course Industry Period P Firm
A32862 Argentina 2 S
MAXIMUM S MINIMUM PAST VALUE
Key Performance Indicators
Share Price Index 1,710 568 0 526
Market Share - Total %U 28.4% 6.3% 0.0% 5.9%
%$ 26.6% 7.4% 0.0% 7.3%
Market Share - Clinites %$ 27.3% 8.6% 0.0% 7.3%
Market Share - Nutrites %$ 55.0% 0.0% 0.0% 0.0%
Revenues K$ 77,073 21,112 0 15,480
Contribution K$ 17,822 2,022 -8,086 6,129
Next period budget K$ 7,400 7,400 0 7,300
Number of brands
Total 4 2 0
Clinites 3 2 0
Nutrites 1 0 0
Leading in a segment
#2 in a segment
Brand SILK SING
Market Clinites Clinites
Contribution K$ -708 -3,069
% Revenues -9% -23%
% Firm 19% 81%
Primary consumer segment Singles ffluent Fam.
Ranking (based on unit shares) 6 5
Segment share %U 4.3% 6.5%
Suggested actions
Need for an R&D product upgrade Possibly PossiblyCharacteristic 1 Usability Efficacy
Characteristic 2 Efficacy Usability
Characteristic 3 Safety Packaging
Need to raise awareness Yes No
Adjust price $ 10 -> 10 30 -> 20
Adjust production
Stock out Unit 0 0
Inventory Unit 1,126,632 869,260
Need to increase commercial team
Mass Merchandisers Critical Critical
Specialized Mass Critical NoDept. Stores Critical No
Beauty Portals Critical Critical
Need to increase merchandising
Mass Merchandisers Critical Critical
Specialized Mass Critical Critical
Dept. Stores Critical Critical
Beauty Portals Critical Critical
7/27/2019 Argentina Team Coaching Practice Period 02
5/28
Course Industry Period P Firm
A32862 Argentina 2 T
MAXIMUM T MINIMUM PAST VALUE
Key Performance Indicators
Share Price Index 1,710 1,710 0 1,522
Market Share - Total %U 28.4% 20.6% 0.0% 21.1%
%$ 26.6% 26.6% 0.0% 23.1%
Market Share - Clinites %$ 27.3% 21.9% 0.0% 23.1%
Market Share - Nutrites %$ 55.0% 55.0% 0.0% 0.0%
Revenues K$ 77,073 77,073 0 49,168
Contribution K$ 17,822 17,822 -8,086 15,924
Next period budget K$ 7,400 7,400 0 7,300
Number of brands
Total 4 4 0
Clinites 3 3 0
Nutrites 1 1 0
Leading in a segment TIME (Af), TUK TUK (He), TUK TUK (El)
#2 in a segment TIME (Hi), TINY (Si), TUK TUK (Fa)
Brand TINY TIME TINKA TUK TUK
Market Clinites Clinites Clinites Nutrites
Contribution K$ 10,298 9,420 -5,161 5,770
% Revenues 42% 36% -146% 26%
% Firm 51% 46% -25% 28%
Primary consumer segment Singles ffluent Fam. Low Income Elderly
Ranking (based on unit shares) 2 1 7 1
Segment share %U 14.7% 33.4% 4.8% 69.5%
Suggested actions
Need for an R&D product upgrade Possibly Possibly Yes PossiblyCharacteristic 1 Efficacy Efficacy Pleasure ical Benefits
Characteristic 2 Usability Packaging Packaging Nutrition
Characteristic 3 Safety Usability Usability Flavor
Need to raise awareness No No Critical Critical
Adjust price $ 15 -> 10 20 -> 20 10 -> 9 32 -> 28
Adjust production
Stock out Unit 0 0 0 0
Inventory Unit 843,371 10,069 3,435,949 162
Need to increase commercial team
Mass Merchandisers Critical Critical Critical Critical
Specialized Mass Yes Critical Critical Critical
Dept. Stores Critical Critical Critical Critical
Beauty Portals Critical No Critical Critical
Need to increase merchandising
Mass Merchandisers Yes Critical Critical Critical
Specialized Mass Critical Critical Critical Critical
Dept. Stores Critical Critical Critical Critical
Beauty Portals Critical Critical Critical Critical
7/27/2019 Argentina Team Coaching Practice Period 02
6/28
Course Industry Period P Firm
A32862 Argentina 2 L
MAXIMUM L MINIMUM PAST VALUE
Key Performance Indicators
Share Price Index 1,710 1,501 0 1,389
Market Share - Total %U 28.4% 28.4% 0.0% 24.2%
%$ 26.6% 23.5% 0.0% 21.7%
Market Share - Clinites %$ 27.3% 27.3% 0.0% 21.7%
Market Share - Nutrites %$ 55.0% 0.0% 0.0% 0.0%
Revenues K$ 77,073 69,069 0 46,494
Contribution K$ 17,822 16,076 -8,086 12,104
Next period budget K$ 7,400 7,400 0 7,300
Number of brands
Total 4 2 0
Clinites 3 2 0
Nutrites 1 0 0
Leading in a segment LIME (Hi), LIKE (Lo), LIKE (Si)
#2 in a segment
Brand LIKE LIME
Market Clinites Clinites
Contribution K$ 19,228 6,755
% Revenues 40% 32%
% Firm 74% 26%
Primary consumer segment Singles ffluent Fam.
Ranking (based on unit shares) 1 4
Segment share %U 54.2% 11.0%
Suggested actions
Need for an R&D product upgrade No NoCharacteristic 1 - -
Characteristic 2 - -
Characteristic 3 - -
Need to raise awareness No No
Adjust price $ 10 -> 10 27 -> 20
Adjust production
Stock out Unit 0 0
Inventory Unit 14,349 1,097,194
Need to increase commercial team
Mass Merchandisers Yes Critical
Specialized Mass Critical Critical Dept. Stores Critical Yes
Beauty Portals Critical Critical
Need to increase merchandising
Mass Merchandisers Yes Critical
Specialized Mass Critical Critical
Dept. Stores Critical Critical
Beauty Portals Critical Critical
7/27/2019 Argentina Team Coaching Practice Period 02
7/28
Course Industry Period P Market Segment Size P (M$) Size P (KU) Growth P+1 Growth P+5 CAGR + 5
A32862 Argentina 2 Clinites High Earners 82.1 3,829 18.5% 53.2% 8.9%
LIME TIME RISE MISS SING RICH MINT TINY Ripe
Launched in Period 0 Period 0 Period 0 Period 0 Period 0 Period 0 Period 0 Period 0 Period 2
Base R&D Project PI-LI001 PI-TIME PI-RISE PI-MISS PI-SING PI-RICH PI-MINT PI-TINY PidfdpppMarket Share %U 4.4% 7.4% 5.2% 4.7% 2.5% 5.8% 5.9% 9.0% 3.0%
%$ 8.8% 10.9% 8.4% 8.0% 5.5% 5.4% 5.9% 9.6% 1.7%
Segment Share %U 20.1% 18.8% 17.6% 17.3% 9.7% 3.4% 3.2% 3.0% 0.2%
%$ 24.7% 17.1% 17.7% 18.1% 13.3% 2.0% 2.1% 2.1% 0.1%
Contribution M$ 6.8 9.4 5.5 8.2 -3.1 3.8 6.8 10.3 -2.4
%Revenues 31.8% 35.6% 27.2% 42.5% -23.1% 27.4% 44.9% 42.0% -53.9%
Product Design - Distance from Ideal Point - Semantic Scales
Efficacy 22% 0.5 0.1 0.3 0.1 0.3 2.2 2.2 2.5 2.9
Safety 15% 0.1 0.3 0.3 0.3 0.3 3.5 3.5 3.5 3.7
Packaging 4% 1.3 3.0 3.0 2.9 2.5 2.4 2.3 2.4 4.1
Pleasure 7% 2.0 3.1 3.3 3.1 3.1 2.2 2.2 2.3 4.7Usability 3% 1.3 2.7 2.7 2.7 2.7 1.0 1.0 1.0 4.1
Product Design - Distance from Ideal Point - Multidimensional Scaling
Performance 37% 1.9 1.2 0.4 1.2 1.9 18.0 17.9 19.2 21.3
Convenience 14% 10.8 20.0 20.7 19.7 19.0 13.4 13.2 13.6 29.4
Pricing - Retail Price in $ and Distance from Ideal Point
Retail Price $ 27 20 22 23 30 13 14 15 8
Distance - Price 49% 0.8 0.2 0.4 0.5 0.8 1.8 1.9 2.3 3.3
Distance - Economy 49% 8.5 1.3 2.6 3.1 8.5 11.8 12.6 15.4 22.3
Advertising budget
Current period K$ 830 650 780 260 1,350 160 100 360 300
Cumulative past 3 years K$ 2,010 1,610 1,920 1,140 1,710 430 420 780 300Ladder of Adoption
Awareness % 76.7% 72.3% 78.1% 71.1% 67.1% 48.2% 48.3% 55.5% 9.4%
Purchase Intentions % 20.3% 19.0% 17.8% 17.5% 9.9% 3.4% 3.2% 3.0% 0.2%
Preference (Awa / PI) 1.0 1.0 0.9 0.9 0.6 0.3 0.3 0.2 0.1
Size of commercial team
Mass Merchandisers 5% 3 8 3 0 45 25 12 20 50
Specialized Mass 25% 15 12 12 15 95 13 12 20 25
Dept. Stores 59% 20 15 35 15 80 11 10 10 4
Beauty Portals 11% 3 7 6 8 5 3 2 2 4
Distribution Coverage
Mass Merchandisers 5% 6% 18% 9% 0% 37% 41% 26% 39% 57%
Specialized Mass 25% 27% 27% 29% 18% 46% 29% 25% 39% 39%
Dept. Stores 59% 36% 36% 50% 33% 50% 25% 21% 22% 9%
Beauty Portals 11% 30% 50% 40% 50% 30% 30% 20% 20% 40%
Merchandising budget (K$)
7/27/2019 Argentina Team Coaching Practice Period 02
8/28
Mass Merchandisers 5% 50 120 50 30 120 250 200 300 500
Specialized Mass 25% 200 180 220 45 180 180 150 250 150
Dept. Stores 59% 180 220 220 200 180 150 100 90 50
Beauty Portals 11% 45 100 75 100 45 50 30 45 75
Share of Shelf-Space
Mass Merchandisers 5% 2% 5% 3% 0% 2% 7% 8% 10% 7%Specialized Mass 25% 4% 9% 6% 5% 3% 7% 7% 10% 4%
Dept. Stores 59% 12% 16% 14% 12% 7% 7% 6% 7% 2%
Beauty Portals 11% 6% 11% 8% 7% 4% 6% 7% 9% 4%
Gained (+) / Lost (-) sales Unit -8,414 -8,369 -5,581 -5,625 -5,517 449 453 611 72
7/27/2019 Argentina Team Coaching Practice Period 02
9/28
Course Industry Period P Market Segment Size P (M$) Size P (KU) Growth P+1 Growth P+5 CAGR + 5
A32862 Argentina 2 Clinites Affluent Fam. 63.6 3,093 9.2% 67.1% 10.8%
TIME RISE MISS LIME SING RICH TINY MINT Ripe
Launched in Period 0 Period 0 Period 0 Period 0 Period 0 Period 0 Period 0 Period 0 Period 2
Base R&D Project PI-TIME PI-RISE PI-MISS PI-LI001 PI-SING PI-RICH PI-TINY PI-MINT PidfdpppMarket Share %U 7.4% 5.2% 4.7% 4.4% 2.5% 5.8% 9.0% 5.9% 3.0%
%$ 10.9% 8.4% 8.0% 8.8% 5.5% 5.4% 9.6% 5.9% 1.7%
Segment Share %U 33.4% 18.2% 15.8% 11.0% 6.5% 3.1% 3.0% 3.0% 0.2%
%$ 31.7% 19.0% 17.3% 14.1% 9.2% 1.9% 2.2% 2.0% 0.1%
Contribution M$ 9.4 5.5 8.2 6.8 -3.1 3.8 10.3 6.8 -2.4
%Revenues 35.6% 27.2% 42.5% 31.8% -23.1% 27.4% 42.0% 44.9% -53.9%
Product Design - Distance from Ideal Point - Semantic Scales
Efficacy 22% 1.1 0.7 1.1 0.4 1.2 3.1 3.4 3.1 3.8
Safety 15% 0.0 0.0 0.0 0.2 0.0 3.2 3.2 3.2 3.4
Packaging 4% 1.5 1.5 1.4 0.2 1.0 0.9 0.9 0.8 2.6
Pleasure 7% 0.4 0.6 0.4 0.7 0.4 0.5 0.4 0.5 2.0Usability 3% 1.5 1.5 1.5 0.0 1.5 0.3 0.3 0.3 2.9
Product Design - Distance from Ideal Point - Multidimensional Scaling
Performance 37% 4.2 2.6 4.2 1.1 4.9 21.0 22.2 20.9 24.3
Convenience 14% 6.4 7.1 6.2 2.8 5.4 0.2 0.0 0.4 15.8
Pricing - Retail Price in $ and Distance from Ideal Point
Retail Price $ 20 22 23 27 30 13 15 14 8
Distance - Price 49% 0.5 1.1 1.2 1.5 1.5 1.0 1.6 1.2 2.6
Distance - Economy 49% 3.6 7.5 8.0 13.3 13.3 7.0 10.6 7.8 17.5
Advertising budget
Current period K$ 750 630 260 830 1,500 160 520 160 300
Cumulative past 3 years K$ 1,890 1,730 1,100 2,070 1,920 590 1,150 680 300Ladder of Adoption
Awareness % 75.4% 78.1% 71.8% 78.5% 70.6% 57.1% 66.6% 58.5% 11.1%
Purchase Intentions % 33.6% 18.3% 15.9% 11.0% 6.5% 3.1% 3.0% 3.0% 0.2%
Preference (Awa / PI) 1.0 0.5 0.5 0.3 0.2 0.1 0.1 0.1 0.0
Size of commercial team
Mass Merchandisers 12% 8 3 0 3 45 25 20 12 50
Specialized Mass 35% 12 12 15 15 95 13 20 12 25
Dept. Stores 45% 15 35 15 20 80 11 10 10 4
Beauty Portals 8% 7 6 8 3 5 3 2 2 4
Distribution Coverage
Mass Merchandisers 12% 18% 9% 0% 6% 37% 41% 39% 26% 57%
Specialized Mass 35% 27% 29% 18% 27% 46% 29% 39% 25% 39%
Dept. Stores 45% 36% 50% 33% 36% 50% 25% 22% 21% 9%
Beauty Portals 8% 50% 40% 50% 30% 30% 30% 20% 20% 40%
Merchandising budget (K$)
7/27/2019 Argentina Team Coaching Practice Period 02
10/28
Mass Merchandisers 12% 120 50 30 50 120 250 300 200 500
Specialized Mass 35% 180 220 45 200 180 180 250 150 150
Dept. Stores 45% 220 220 200 180 180 150 90 100 50
Beauty Portals 8% 100 75 100 45 45 50 45 30 75
Share of Shelf-Space
Mass Merchandisers 12% 5% 3% 0% 2% 2% 7% 10% 8% 7%Specialized Mass 35% 9% 6% 5% 4% 3% 7% 10% 7% 4%
Dept. Stores 45% 16% 14% 12% 12% 7% 7% 7% 6% 2%
Beauty Portals 8% 11% 8% 7% 6% 4% 6% 9% 7% 4%
Gained (+) / Lost (-) sales Unit -5,381 -3,521 -3,536 -123 -1,724 315 482 324 43
7/27/2019 Argentina Team Coaching Practice Period 02
11/28
Course Industry Period P Market Segment Size P (M$) Size P (KU) Growth P+1 Growth P+5 CAGR + 5
A32862 Argentina 2 Clinites edium Income 68.0 4,833 13.3% 32.5% 5.8%
RICH MINT TINY SILK LIKE TIME RISE MISS LIME SING
Launched in Period 0 Period 0 Period 0 Period 0 Period 0 Period 0 Period 0 Period 0 Period 0 Period 0
Base R&D Project PI-RICH PI-MINT PI-TINY PI-SILK PI-LIKE PI-TIME PI-RISE PI-MISS PI-LI001 PI-SINGMarket Share %U 5.8% 5.9% 9.0% 4.3% 26.2% 7.4% 5.2% 4.7% 4.4% 2.5%
%$ 5.4% 5.9% 9.6% 3.1% 18.5% 10.9% 8.4% 8.0% 8.8% 5.5%
Segment Share %U 16.3% 15.6% 14.9% 12.0% 10.9% 7.8% 4.8% 4.3% 3.3% 2.7%
%$ 14.3% 14.8% 15.1% 8.1% 7.4% 10.5% 7.2% 6.6% 6.0% 5.4%
Contribution M$ 3.8 6.8 10.3 -0.7 19.2 9.4 5.5 8.2 6.8 -3.1
%Revenues 27.4% 44.9% 42.0% -9.0% 40.2% 35.6% 27.2% 42.5% 31.8% -23.1%
Product Design - Distance from Ideal Point - Semantic Scales
Efficacy 22% 1.6 1.6 1.9 1.6 1.4 0.5 0.9 0.5 1.1 0.3
Safety 15% 2.1 2.1 2.1 2.1 2.1 1.1 1.1 1.1 1.3 1.1
Packaging 4% 1.7 1.6 1.7 1.7 1.7 2.3 2.3 2.2 0.6 1.8
Pleasure 7% 0.5 0.5 0.5 0.5 0.5 1.4 1.6 1.4 0.2 1.4Usability 3% 0.0 0.0 0.0 0.1 0.2 1.8 1.8 1.8 0.3 1.8
Product Design - Distance from Ideal Point - Multidimensional Scaling
Performance 37% 11.9 11.8 13.1 11.8 11.0 4.9 6.5 4.9 8.0 4.2
Convenience 14% 5.0 4.8 5.2 5.0 5.2 11.6 12.3 11.3 2.4 10.6
Pricing - Retail Price in $ and Distance from Ideal Point
Retail Price $ 13 14 15 10 10 20 22 23 27 30
Distance - Price 49% 0.1 0.0 0.4 0.2 1.4 1.7 2.3 2.3 2.7 2.7
Distance - Economy 49% 0.7 0.1 2.9 1.3 9.3 11.2 15.1 15.6 21.0 21.0
Advertising budget
Current period K$ 470 370 670 400 310 500 420 110 360 900
Cumulative past 3 years K$ 1,170 1,250 1,400 710 880 1,290 1,200 630 1,030 1,210Ladder of Adoption
Awareness % 62.5% 62.4% 63.7% 51.2% 57.6% 60.1% 62.1% 53.3% 57.9% 56.5%
Purchase Intentions % 16.5% 15.9% 15.1% 12.2% 11.1% 7.9% 5.0% 4.3% 3.4% 2.7%
Preference (Awa / PI) 1.0 1.0 0.9 0.9 0.7 0.5 0.3 0.3 0.2 0.2
Size of commercial team
Mass Merchandisers 44% 25 12 20 30 25 8 3 0 3 45
Specialized Mass 27% 13 12 20 10 12 12 12 15 15 95
Dept. Stores 23% 11 10 10 25 4 15 35 15 20 80
Beauty Portals 5% 3 2 2 5 1 7 6 8 3 5
Distribution Coverage
Mass Merchandisers 44% 41% 26% 39% 37% 41% 18% 9% 0% 6% 37%Specialized Mass 27% 29% 25% 39% 21% 28% 27% 29% 18% 27% 46%
Dept. Stores 23% 25% 21% 22% 30% 11% 36% 50% 33% 36% 50%
Beauty Portals 5% 30% 20% 20% 30% 20% 50% 40% 50% 30% 30%
Merchandising budget (K$)
7/27/2019 Argentina Team Coaching Practice Period 02
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Mass Merchandisers 44% 250 200 300 210 300 120 50 30 50 120
Specialized Mass 27% 180 150 250 180 180 180 220 45 200 180
Dept. Stores 23% 150 100 90 90 90 220 220 200 180 180
Beauty Portals 5% 50 30 45 45 45 100 75 100 45 45
Share of Shelf-Space
Mass Merchandisers 44% 7% 8% 10% 6% 29% 5% 3% 0% 2% 2%Specialized Mass 27% 7% 7% 10% 6% 26% 9% 6% 5% 4% 3%
Dept. Stores 23% 7% 6% 7% 6% 8% 16% 14% 12% 12% 7%
Beauty Portals 5% 6% 7% 9% 5% 33% 11% 8% 7% 6% 4%
Gained (+) / Lost (-) sales Unit -10,577 -13,347 -9,299 -7,936 -5,853 -6,660 -6,336 -3,375 -3,273 -3,185
7/27/2019 Argentina Team Coaching Practice Period 02
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Ripe TINKA
Period 2 Period 2
Pidfdppp Pinky0.030175826 0.019150639
0.016893839 0.013410867
0.006074811 0.004859104
0.003282353 0.00328185
-2.39195167 -5.160882393
-0.538606792 -1.45939746
2.256 2.031
2.31 1.947
3.435 0.093
2.961 0.8763.159 0.69
15.18 13.32
20.96 4.02
8 10
1.47 1.986
9.8 13.24
500 1000
500 1000
0.138 0.088
0.006034689 0.004827751
0.165883391 0.208108255
50 10
25 5
4 0
4 0
0.573369863 0.2142739730.390326087 0.115434783
0.094572973 0
0.4 0
7/27/2019 Argentina Team Coaching Practice Period 02
14/28
500 100
150 50
50 0
75 0
0.073384389 0.0456319410.044802846 0.02868308
0.015955563 0
0.039639924 0
193.9295548 151.5436438
7/27/2019 Argentina Team Coaching Practice Period 02
15/28
Course Industry Period P Market Segment Size P (M$) Size P (KU) Growth P+1 Growth P+5 CAGR + 5
A32862 Argentina 2 Clinites Low Income 94.2 10,143 18.5% 123.0% 17.4%
LIKE XIBU XILO MILO Ripe TINY TINKA MINT RICH SILK
Launched in Period 0 Period 0 Period 0 Period 1 Period 2 Period 0 Period 2 Period 0 Period 0 Period 0
Base R&D Project PI-LIKE PI-XIBU PI-XILO PI-MINT Pidfdppp PI-TINY Pinky PI-MINT PI-RICH PI-SILK
Market Share %U 26.2% 8.0% 5.3% 6.2% 3.0% 9.0% 1.9% 5.9% 5.8% 4.3%
%$ 18.5% 5.2% 3.5% 4.1% 1.7% 9.6% 1.3% 5.9% 5.4% 3.1%
Segment Share %U 29.0% 20.7% 13.1% 10.4% 7.9% 6.0% 4.8% 2.6% 2.6% 2.0%
%$ 28.7% 18.8% 12.1% 9.8% 6.3% 8.9% 4.8% 3.6% 3.4% 2.0%
Contribution M$ 19.2 8.3 5.8 1.9 -2.4 10.3 -5.2 6.8 3.8 -0.7
%Revenues 40.2% 60.9% 62.0% 17.9% -53.9% 42.0% -145.9% 44.9% 27.4% -9.0%
Product Design - Distance from Ideal Point - Semantic Scales
Efficacy 22% 1.0 0.4 0.0 0.8 0.1 0.5 0.3 0.8 0.8 0.8
Safety 15% 0.5 1.1 1.3 0.5 0.7 0.5 0.4 0.5 0.5 0.5
Packaging 4% 1.6 0.2 0.5 1.6 0.2 1.6 3.4 1.7 1.6 1.6
Pleasure 7% 2.6 0.0 0.0 2.6 0.1 2.5 3.9 2.6 2.6 2.6Usability 3% 2.8 0.3 0.6 2.9 0.2 2.9 3.6 2.9 2.9 2.9
Product Design - Distance from Ideal Point - Multidimensional Scaling
Performance 37% 2.6 4.3 3.7 1.8 1.5 0.6 0.3 1.8 1.8 1.8
Convenience 14% 15.4 0.8 1.8 15.6 0.4 15.4 24.6 15.8 15.6 15.5
Pricing - Retail Price in $ and Distance from Ideal Point
Retail Price $ 10 9 9 10 8 15 10 14 13 10
Distance - Price 49% 0.2 0.4 0.5 0.2 0.1 1.2 0.4 1.6 1.7 1.8
Distance - Economy 49% 1.5 2.6 3.5 1.2 1.0 7.8 2.5 10.7 11.5 12.0
Advertising budget
Current period K$ 730 100 160 570 1,100 780 2,350 110 210 400
Cumulative past 3 years K$ 1,780 310 430 750 1,100 1,780 2,350 790 1,180 820Ladder of Adoption
Awareness % 62.9% 53.1% 44.3% 17.5% 16.5% 63.7% 10.6% 57.2% 62.6% 54.7%
Purchase Intentions % 31.1% 16.9% 10.3% 13.1% 8.6% 6.3% 5.3% 2.7% 2.7% 2.1%
Preference (Awa / PI) 0.7 0.4 0.3 1.0 0.7 0.1 0.7 0.1 0.1 0.1
Size of commercial team
Mass Merchandisers 59% 25 0 0 10 50 20 10 12 25 30
Specialized Mass 30% 12 0 0 10 25 20 5 12 13 10
Dept. Stores 5% 4 0 0 2 4 10 0 10 11 25
Beauty Portals 6% 1 0 0 0 4 2 0 2 3 5
Distribution Coverage
Mass Merchandisers 59% 41% 25% 45% 23% 57% 39% 21% 26% 41% 37%Specialized Mass 30% 28% 0% 0% 24% 39% 39% 12% 25% 29% 21%
Dept. Stores 5% 11% 0% 0% 0% 9% 22% 0% 21% 25% 30%
Beauty Portals 6% 20% 0% 0% 0% 40% 20% 0% 20% 30% 30%
Merchandising budget (K$)
7/27/2019 Argentina Team Coaching Practice Period 02
16/28
Mass Merchandisers 59% 300 0 0 180 500 300 100 200 250 210
Specialized Mass 30% 180 0 0 180 150 250 50 150 180 180
Dept. Stores 5% 90 0 0 0 50 90 0 100 150 90
Beauty Portals 6% 45 0 0 0 75 45 0 30 50 45
Share of Shelf-Space
Mass Merchandisers 59% 29% 3% 5% 11% 7% 10% 5% 8% 7% 6%Specialized Mass 30% 26% 0% 0% 10% 4% 10% 3% 7% 7% 6%
Dept. Stores 5% 8% 0% 0% 2% 2% 7% 0% 6% 7% 6%
Beauty Portals 6% 33% 0% 0% 0% 4% 9% 0% 7% 6% 5%
Gained (+) / Lost (-) sales Unit -205,500 384,072 287,048 -275,247 -68,130 -28,555 -43,810 -11,504 -11,587 -12,425
7/27/2019 Argentina Team Coaching Practice Period 02
17/28
RISE MISS SING
Period 0 Period 0 Period 0
PI-RISE PI-MISS PI-SING
0.051716615 0.047435849 0.024810057
0.083812225 0.080414046 0.054784383
0.001880629 0.001052692 0.000949376
0.004093722 0.002395641 0.002818072
5.494207715 8.211933346 -3.068711671
0.271611974 0.424587337 -0.231327113
3.234 2.832 2.652
2.703 2.703 2.703
0.939 1.065 1.467
1.458 1.677 1.6681.149 1.149 1.149
20.14 18.54 17.82
8.26 9.24 10.02
22 23 30
3.885 3.957 4.264
25.9 26.38 31.76
310 100 650
680 420 810
0.32 0.267 0.348
0.001862679 0.001784697 0.001682199
0.007756804 0.00890734 0.006441591
3 0 45
12 15 95
35 15 80
6 8 5
0.091068493 0 0.3707671230.289076087 0.182445652 0.463206522
0.497967568 0.3276 0.498064865
0.4 0.5 0.3
7/27/2019 Argentina Team Coaching Practice Period 02
18/28
50 30 120
220 45 180
220 200 180
75 100 45
0.02744466 0 0.0157426210.058109536 0.050631513 0.028885235
0.141023907 0.123885006 0.073195842
0.075010688 0.067387057 0.039455534
182.0775631 -7424.900955 -7433.204747
7/27/2019 Argentina Team Coaching Practice Period 02
19/28
Course Industry Period P Market Segment Size P (M$) Size P (KU) Growth P+1 Growth P+5 CAGR + 5
A32862 Argentina 2 Clinites Singles 79.8 7,555 28.8% 182.8% 23.1%
LIKE TINY MILO MINT RICH SILK Ripe TINKA TIME RISE
Launched in Period 0 Period 0 Period 1 Period 0 Period 0 Period 0 Period 2 Period 2 Period 0 Period 0
Base R&D Project PI-LIKE PI-TINY PI-MINT PI-MINT PI-RICH PI-SILK Pidfdppp Pinky PI-TIME PI-RISE
Market Share %U 26.2% 9.0% 6.2% 5.9% 5.8% 4.3% 3.0% 1.9% 7.4% 5.2%
%$ 18.5% 9.6% 4.1% 5.9% 5.4% 3.1% 1.7% 1.3% 10.9% 8.4%
Segment Share %U 54.2% 14.7% 8.9% 6.7% 5.8% 4.3% 0.5% 0.5% 0.5% 0.4%
%$ 47.7% 19.4% 7.5% 8.3% 6.6% 3.8% 0.4% 0.5% 1.0% 0.8%
Contribution M$ 19.2 10.3 1.9 6.8 3.8 -0.7 -2.4 -5.2 9.4 5.5
%Revenues 40.2% 42.0% 17.9% 44.9% 27.4% -9.0% -53.9% -145.9% 35.6% 27.2%
Product Design - Distance from Ideal Point - Semantic Scales
Efficacy 22% 0.4 0.9 0.6 0.6 0.6 0.6 1.3 1.0 1.5 1.9
Safety 15% 0.5 0.5 0.5 0.5 0.5 0.5 0.7 0.3 2.7 2.7
Packaging 4% 0.5 0.5 0.5 0.4 0.5 0.5 2.3 1.3 1.2 1.2
Pleasure 7% 0.1 0.2 0.1 0.1 0.1 0.1 2.6 1.2 1.0 1.2Usability 3% 1.3 1.4 1.4 1.4 1.4 1.4 1.7 2.1 0.4 0.4
Product Design - Distance from Ideal Point - Multidimensional Scaling
Performance 37% 2.8 4.8 3.6 3.6 3.6 3.6 6.9 5.1 13.1 14.7
Convenience 14% 0.3 0.3 0.5 0.7 0.5 0.4 15.5 9.5 6.2 6.9
Pricing - Retail Price in $ and Distance from Ideal Point
Retail Price $ 10 15 10 14 13 10 8 10 20 22
Distance - Price 49% 0.4 0.6 0.4 1.0 1.1 1.2 0.5 1.0 2.7 3.3
Distance - Economy 49% 2.5 3.9 2.8 6.7 7.5 8.1 3.0 6.4 18.0 21.9
Advertising budget
Current period K$ 730 670 570 110 310 300 600 700 350 360
Cumulative past 3 years K$ 1,720 1,500 750 730 950 660 600 700 970 1,090Ladder of Adoption
Awareness % 70.5% 70.1% 24.1% 63.8% 65.6% 59.2% 14.0% 7.8% 54.1% 58.5%
Purchase Intentions % 54.1% 14.6% 10.5% 6.7% 5.8% 4.3% 0.5% 0.5% 0.5% 0.4%
Preference (Awa / PI) 1.0 0.3 0.6 0.1 0.1 0.1 0.0 0.1 0.0 0.0
Size of commercial team
Mass Merchandisers 29% 25 20 10 12 25 30 50 10 8 3
Specialized Mass 49% 12 20 10 12 13 10 25 5 12 12
Dept. Stores 11% 4 10 2 10 11 25 4 0 15 35
Beauty Portals 11% 1 2 0 2 3 5 4 0 7 6
Distribution Coverage
Mass Merchandisers 29% 41% 39% 23% 26% 41% 37% 57% 21% 18% 9%Specialized Mass 49% 28% 39% 24% 25% 29% 21% 39% 12% 27% 29%
Dept. Stores 11% 11% 22% 0% 21% 25% 30% 9% 0% 36% 50%
Beauty Portals 11% 20% 20% 0% 20% 30% 30% 40% 0% 50% 40%
Merchandising budget (K$)
7/27/2019 Argentina Team Coaching Practice Period 02
20/28
Mass Merchandisers 29% 300 300 180 200 250 210 500 100 120 50
Specialized Mass 49% 180 250 180 150 180 180 150 50 180 220
Dept. Stores 11% 90 90 0 100 150 90 50 0 220 220
Beauty Portals 11% 45 45 0 30 50 45 75 0 100 75
Share of Shelf-Space
Mass Merchandisers 29% 29% 10% 11% 8% 7% 6% 7% 5% 5% 3%Specialized Mass 49% 26% 10% 10% 7% 7% 6% 4% 3% 9% 6%
Dept. Stores 11% 8% 7% 2% 6% 7% 6% 2% 0% 16% 14%
Beauty Portals 11% 33% 9% 0% 7% 6% 5% 4% 0% 11% 8%
Gained (+) / Lost (-) sales Unit 11,833 4,895 -119,846 909 -101 -1,595 740 736 382 310
7/27/2019 Argentina Team Coaching Practice Period 02
21/28
MISS SING
Period 0 Period 0
PI-MISS PI-SING
0.047435849 0.024810057
0.080414046 0.054784383
0.003573363 0.002554544
0.007236556 0.006747791
8.211933346 -3.068711671
0.424587337 -0.231327113
1.452 1.272
2.745 2.745
1.029 0.627
0.999 1.008
0.357 0.357
13.14 12.42
5.88 5.1
23 30
3.363 3.67
22.42 27.8
100 900
520 1160
0.475 0.52
0.003540086 0.002530485
0.00971683 0.006344607
0 45
15 95
15 80
8 5
0 0.3707671230.182445652 0.463206522
0.3276 0.498064865
0.5 0.3
7/27/2019 Argentina Team Coaching Practice Period 02
22/28
30 120
45 180
200 180
100 45
0 0.0157426210.050631513 0.028885235
0.123885006 0.073195842
0.067387057 0.039455534
251.3975673 181.7630448
7/27/2019 Argentina Team Coaching Practice Period 02
23/28
Course Industry Period P Market Segment Size P (M$) Size P (KU) Growth P+1 Growth P+5 CAGR + 5
A32862 Argentina 2 Nutrites lth Conscious 32.2 1,188 23.6% 80.2% 12.5%
TUK TUK RUTE
Launched in Period 2 Period 2
Base R&D Project Punter PU
Market Share %U 48.9% 51.1%
%$ 55.1% 44.9%
Segment Share %U 50.3% 49.7%
%$ 56.5% 43.5%
Contribution M$ 5.8 -3.7
%Revenues 25.6% -20.1%
Product Design - Distance from Ideal Point - Semantic Scales
Clinical Benefits 36% 0.2 0.2
Nutrition 15% 3.2 2.2
Packaging 4% 0.8 0.8
Flavor 10% 2.6 0.3
Variety 14% 0.2 1.3
Product Design - Distance from Ideal Point - Multidimensional Scaling
Efficiency 51% 7.4 3.3
Suitability 27% 7.6 5.7
Pricing - Retail Price in $ and Distance from Ideal Point
Retail Price $ 32 25
Distance - Price 21% 0.3 1.2
Distance - Economy 21% 1.7 8.3
Advertising budget
Current period K$ 860 2,400
Cumulative past 3 years K$ 860 2,400Ladder of Adoption
Awareness % 14.3% 35.0%
Purchase Intentions % 21.2% 78.8%
Preference (Awa / PI) 0.7 1.0
Size of commercial team
Mass Merchandisers 6% 2 4
Specialized Mass 53% 10 25
Dept. Stores 31% 10 40
Beauty Portals 10% 2 7
Distribution Coverage
Mass Merchandisers 6% 19% 48%Specialized Mass 53% 16% 50%
Dept. Stores 31% 13% 52%
Beauty Portals 10% 20% 50%
Merchandising budget (K$)
7/27/2019 Argentina Team Coaching Practice Period 02
24/28
Mass Merchandisers 6% 10 40
Specialized Mass 53% 100 500
Dept. Stores 31% 100 500
Beauty Portals 10% 30 100
Share of Shelf-Space
Mass Merchandisers 6% 25% 75%Specialized Mass 53% 21% 79%
Dept. Stores 31% 20% 80%
Beauty Portals 10% 21% 79%
Gained (+) / Lost (-) sales Unit 345,843 -345,843
7/27/2019 Argentina Team Coaching Practice Period 02
25/28
Course Industry Period P Market Segment Size P (M$) Size P (KU) Growth P+1 Growth P+5 CAGR + 5
A32862 Argentina 2 Nutrites Families 21.1 801 126.6% 500.6% 43.1%
RUTE TUK TUK
Launched in Period 2 Period 2
Base R&D Project PU Punter
Market Share %U 51.1% 48.9%
%$ 44.9% 55.1%
Segment Share %U 62.4% 37.6%
%$ 56.4% 43.6%
Contribution M$ -3.7 5.8
%Revenues -20.1% 25.6%
Product Design - Distance from Ideal Point - Semantic Scales
Clinical Benefits 36% 0.6 0.2
Nutrition 15% 1.5 2.5
Packaging 4% 0.2 1.3
Flavor 10% 1.2 1.7
Variety 14% 0.7 0.8
Product Design - Distance from Ideal Point - Multidimensional Scaling
Efficiency 51% 0.0 4.1
Suitability 27% 5.5 7.9
Pricing - Retail Price in $ and Distance from Ideal Point
Retail Price $ 25 32
Distance - Price 21% 0.5 0.5
Distance - Economy 21% 3.5 3.1
Advertising budget
Current period K$ 1,300 580
Cumulative past 3 years K$ 1,300 580Ladder of Adoption
Awareness % 32.7% 15.6%
Purchase Intentions % 86.2% 13.8%
Preference (Awa / PI) 1.0 0.3
Size of commercial team
Mass Merchandisers 16% 4 2
Specialized Mass 46% 25 10
Dept. Stores 28% 40 10
Beauty Portals 10% 7 2
Distribution Coverage
Mass Merchandisers 16% 48% 19%Specialized Mass 46% 50% 16%
Dept. Stores 28% 52% 13%
Beauty Portals 10% 50% 20%
Merchandising budget (K$)
7/27/2019 Argentina Team Coaching Practice Period 02
26/28
Mass Merchandisers 16% 40 10
Specialized Mass 46% 500 100
Dept. Stores 28% 500 100
Beauty Portals 10% 100 30
Share of Shelf-Space
Mass Merchandisers 16% 75% 25%Specialized Mass 46% 79% 21%
Dept. Stores 28% 80% 20%
Beauty Portals 10% 79% 21%
Gained (+) / Lost (-) sales Unit -190,814 190,814
7/27/2019 Argentina Team Coaching Practice Period 02
27/28
Course Industry Period P Market Segment Size P (M$) Size P (KU) Growth P+1 Growth P+5 CAGR + 5
A32862 Argentina 2 Nutrites Elderly 10.3 361 157.5% 6622.0% 132.0%
TUK TUK RUTE
Launched in Period 2 Period 2
Base R&D Project Punter PU
Market Share %U 48.9% 51.1%%$ 55.1% 44.9%
Segment Share %U 69.5% 30.5%
%$ 74.5% 25.5%
Contribution M$ 5.8 -3.7
%Revenues 25.6% -20.1%
Product Design - Distance from Ideal Point - Semantic Scales
Clinical Benefits 36% 1.5 1.1
Nutrition 15% 2.0 1.0
Packaging 4% 0.2 1.7
Flavor 10% 0.8 2.0
Variety 14% 0.4 1.9
Product Design - Distance from Ideal Point - Multidimensional Scaling
Efficiency 51% 11.3 7.1
Suitability 27% 0.6 12.8
Pricing - Retail Price in $ and Distance from Ideal Point
Retail Price $ 32 25
Distance - Price 21% 1.2 0.2
Distance - Economy 21% 7.9 1.3
Advertising budget
Current period K$ 860 1,300
Cumulative past 3 years K$ 860 1,300Ladder of Adoption
Awareness % 33.6% 50.0%
Purchase Intentions % 37.7% 62.3%
Preference (Awa / PI) 0.9 1.0
Size of commercial team
Mass Merchandisers 28% 2 4
Specialized Mass 39% 10 25
Dept. Stores 25% 10 40
Beauty Portals 8% 2 7
Distribution Coverage
Mass Merchandisers 28% 19% 48%Specialized Mass 39% 16% 50%
Dept. Stores 25% 13% 52%
Beauty Portals 8% 20% 50%
Merchandising budget (K$)
7/27/2019 Argentina Team Coaching Practice Period 02
28/28
Mass Merchandisers 28% 10 40
Specialized Mass 39% 100 500
Dept. Stores 25% 100 500
Beauty Portals 8% 30 100
Share of Shelf-Space
Mass Merchandisers 28% 25% 75%Specialized Mass 39% 21% 79%
Dept. Stores 25% 20% 80%
Beauty Portals 8% 21% 79%
Gained (+) / Lost (-) sales Unit 114,768 -114,768
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