Capsim Decisions Assist

7/23/2019 Capsim Decisions Assist

1/68

Enter Position Data

Perf Size Traditional Low End High End

Able 4.7 15 Round Pgmn Size Pgmn Size Pgmn

Are ! 17 Round " 5 15 1.7 1#.! #.$

Adam #.5 11.5 Round 1 5.7 14.! %.% 17.# $.#

Aga&e 14.4 1%.5 Round % '.4 1!.' %.7 17.! 1".7

Al&ine 7.5 5.' Round ! 7.1 1%.$ !.% 1'.# 11.'

Ande( 1%.5 7.5 Round 4 7.# 1%.% !.7 1'.! 1%.57.5 1% Round 5 #.5 11.5 4.% 15.# 1!.4

Round ' $.% 1".# 4.7 15.! 14.!

The Sweet Spot at End of : Round 7 $.$ 1".1 5.% 14.# 15.%

7 Round # 1".' $.4 5.7 14.! 1'.1

Don't Make Changes to Formulas!

Trad $.% 1".#

Low 4.7 15.!

High 14.! 5.7

Perf 15.4 11.#

Size #.% 4.'

Change Bule Sie

% "

17 "

Produt)ubble

Segment)ubble

2 4 6 8 10

0

2

4

6

8

10

12

14

16

18


2/68

Pergormane Size

Size Pgmn Size Pgmn Size

11.1 $.4 1' 4 1".'

1".% 1".4 15.! 4.7 $.'

$.! 11.4 14.' 5.4 #.'

#.4 1%.4 1!.$ '.1 7.'

7.5 1!.4 1!.% '.# '.''.' 14.4 1%.5 7.5 5.'

5.7 15.4 11.# #.% 4.'

4.# 1'.4 11.1 #.$ !.'

!.$ 17.4 1".4 $.' %.'

12 14 16 18

Able

Acre

Adam

Agape

Alpine

Andes

Row 21

Trad

Low

High

Perf

Sie

Row 21


3/68

"esear#h and De$elopment

*or Round 1 1 Perf Size Po(ition +

Able 1 4.7 15 #,1%,%"15 5.7 14.! %1

Are % ! 17 5,%5,%"1" %.% 17.# 1'

Adam ! $ 1".# 1%,$,%"15 $.# 1".% 4!

Aft 4 1".4 15.! #,%4,%"15 1".4 15.! %$

Aga&e 5 4.7 $.' 1%,%4,%"15 4.7 $.' 4!

Al&ine ! " " 1",%%,%"1' $.# 1".% 4!Ande( 1 " " !,!1,%"1' 5.7 14.! %1

' " " "

Marketing

*or Round 1

-(e Round " ourier

Able % 55 !'.#5 54 !'.1# %""" %5""

Are % 5% !4.#4 4" %'.# 1'"" 1'""

Adam ! 4$ !%.#! 4# !%.1' 1'"" 1'""

Aft 4 4' !".#% !7 %4.7$ 15"" 15""

Aga&e 5 4' !".#% 4% %#.14 155" 155"

Al&ine ! " "

Ande( 1 " "' " "

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4/68

deal Age Age + Age 2T)* Range Reliabilit0 2T)* Prie Range Prie + Prie

% 47 %.% 14"""31$""" $ 1'""" 1$.5"3%$.5" %! %#

7 %4 5.' 1%"""317""" 7 14""" 14.5"3%4.5" 5! %"

" %$ 1.4 %""""3%5""" 1$ %!""" %$.5"3!$.5" $ !#

1 $ 1.$ %%"""3%7""" 4! %7""" %4.5"3!4.5" 1$ !!.5

1.5 %$ 1.# 1'"""3%1""" 1$ %"""" %4.5"3!4.5" $ !4

" %$ " %""""3%5""" 1$ " %$.5"3!$.5" $ "% 47 " 14"""31$""" $ " 1$.5"3%$.5" %! "

" " " " " "

rowth Rate

74.#5 '1.1# #$'" ".117 1"""# 1! 1!"1 1!.7 1!71

'#.#4 41.# #$'" ".117 1"""# 17 17"1 1'.4 1'41

''.#! 47.1' %554 ".1'% %$'# 14 415 15 445

'!.#% !#.7$ 1$15 ".1$# %%$4 17 !$" %5 574

'!.#% 4!.14 1$#4 ".1#! %!47 15 !5% 1#.5 4!4

6,A 6,A %554 ".1'% %$'# " "

6,A 6,A 7!#7 "."$% #"'7 " "6,A 6,A " " " " "

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Low2ar:et

Low*orea(t

High2ar:et

High*orea(t


5/68

Segment

Traditional

Low End

High End

Peformane

Size

High EndTraditional

-nit( Sold Segment

$$$ 1""! Low End

17'! 175' Low End

!'' !'5 High End

!5# !'5 Peformane

!14 !1$ Size

High End

Traditional

Potential-nit(


6/68

Ae((ibilit0 Awarene((

%%7%.7%7 %! 11"" %!

%!'!.'!' %4 114" %4

%454.545 %5 11#" %5

%545.455 %' 1%%" %'

%'!'.!'4 %7 1%'" %7

%7%7.%7! %# 1!"" %#

%#1#.1#% %$ 1!4" %$%$"$."$1 !" 1!#" !"

!""" !1 14%" !1

!""" !% 14'" !%

!""" !! 15"" !!

!""" !4 15##.%!5 !4

!""" !5 1'7'.471 !5

!""" !' 17'4.7"' !'

!""" !7 1#5%.$41 !7

!""" !# 1$41.17' !#

!""" !$ %"%$.41% !$

!""" 4" %117.'47 4"

!""" 41 %%"5.##% 41!""" 4% %%$4.11# 4%

!""" 4! %!#%.!5! 4!

!""" 44 %47".5## 44

!""" 45 %55#.#%4 45

!""" 4' %'47."5$ 4'

!""" 47 %7!5.%$4 47

!""" 4# %#%!.5%$ 4#

!""" 4$ %$11.7'5 4$

!""" 5" !""" 5"


7/68


*or Round % -(e Round 1 ourier Perf Size Po(ition +

Able 1 4.7 15 #,1%,%"15 '.4 1!.' %1

Are % ! 17 5,%5,%"1" %.7 17.! 1'

Adam ! $ 1".# 1%,$,%"15 1".7 $.! 4!

Aft 4 1".4 15.! #,%4,%"15 11.4 14.' %$

Aga&e 5 4.7 $.' 1%,%4,%"15 5.4 #.' 4!

Al&ine ! " " 1",%%,%"1' 1".7 $.! 4!Ande( 1 " " !,!1,%"1' '.4 1!.' %1

' " " "Marketing

*or Round %

Sale( )udget

-(e Round 1 ourier

Able 1 #% 54.$4 '$ 4'.%! 1%"" 1'""

Are % 7! 4#.$1 44 %$.4# 1%"" 1'""

Adam ! 71 47.57 57 !#.1$ 1""" 1!""

Aft 4 '' 44.%% 41 %7.47 1%"" 1!""

Aga&e 5 '# 45.5' 51 !4.17 1%"" 15""

Al&ine ! " "Ande( 1 " "

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8/68


% 47 %.% 14"""31$""" $ 1'""" 1$.""3%$."" %! %#

7 %4 5.' 1%"""317""" 7 14""" 14.""3%4."" 5! %"

" %$ 1.4 %""""3%5""" 1$ %!""" %$.""3!$."" $ !#

1 $ 1.$ %%"""3%7""" 4! %7""" %4.""3!4."" 1$ !!.5

1.5 %$ 1.# 1'"""3%1""" 1$ %"""" %4.""3!4."" $ !4

" %$ " %""""3%5""" 1$ " %$.""3!$."" $ "% 47 " 14"""31$""" $ " 1$.""3%$."" %! "

" " " " " "

6ew Ae((ibilit0 rowth Rate

7$.$4 '1.%! #"'7 "."$% ##"$ 1! 1145 14.5 1%77

7!.$1 44.4# 1"""# ".117 1117$ 15 1'77 %%.' %5%7

'7.57 5".1$ %$'# ".1'% !44$ 15 517 1'.7 57'

'$.%% !$.47 %%$4 ".1$# %74# %4 ''" %' 715

7".5' 4#.17 %!47 ".1#! %777 1# 5"" %1 5#!

6,A 6,A %$'# ".1'% !44$ 1 !4 5 17%6,A 6,A #"'7 "."$% ##"$ 1% 1"57 1$ 1'74

6,A 6,A " " " " "

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La(t ear( Total8emand

6e9t ear(Total

8emand

Low 2ar:etShare

Low*orea(t

High2ar:etShare

High*orea(t


9/68

Segment

Traditional

Low End

High End

Peformane

Size

High EndTraditional

-nit( Sold

Segment

11"4 1%5$ Traditional

1'4' %!#$ Low End

441 4## High End

5#% '1' Peformane

41# 411 Size

" High End" Traditional

Potential-nit(


10/68


%%7%.7%7 %! 11"" %!

%!'!.'!' %4 114" %4

%454.545 %5 11#" %5

%545.455 %' 1%%" %'

%'!'.!'4 %7 1%'" %7

%7%7.%7! %# 1!"" %#

%#1#.1#% %$ 1!4" %$%$"$."$1 !" 1!#" !"

!""" !1 14%" !1!""" !% 14'" !%

!""" !! 15"" !!

!""" !4 15##.%!5 !4

!""" !5 1'7'.471 !5

!""" !' 17'4.7"' !'

!""" !7 1#5%.$41 !7

!""" !# 1$41.17' !#

!""" !$ %"%$.41% !$

!""" 4" %117.'47 4"!""" 41 %%"5.##% 41

!""" 4% %%$4.11# 4%

!""" 4! %!#%.!5! 4!

!""" 44 %47".5## 44

!""" 45 %55#.#%4 45

!""" 4' %'47."5$ 4'

!""" 47 %7!5.%$4 47

!""" 4# %#%!.5%$ 4#

!""" 4$ %$11.7'5 4$

!""" 5" !""" 5"


11/68


*or Round ! -(e Round % ourier Perf Size Po(ition +

Able % 4.7 15 #,1%,%"15 !.% 1'.# 1'

Are % ! 17 5,%5,%"1" !.% 1'.# 1'

Adam ! $ 1".# %,1!,%"1' 11.' #.4 4!

Aft 4 11.4 14.' $,5,%"1' 1%.4 1!.$ %$

Aga&e 5 5.4 #.' $,5,%"1' '.1 7.' 4!

Al&ine ! 1".7 $.! 1",%%,%"1' 11.' #.4 4!Ande( 1 7 1% !,!1,%"1' 7.1 1%.$ %1

' " " "

Marketing

*or Round !

Sale( )udget-(e Round % ourier

Able % #% 54.$4 #1 54.%7 11"" 14""

Are % 77 51.5$ 55 !'.#5 1%"" 1%""

Adam 1 '$ 4'.%! 7! 4#.$1 1""" 1%""

Aft 4 7% 4#.%4 !$ %'.1! 1%"" 1%""

Aga&e 5 7! 4#.$1 '! 4%.%1 11"" 1%""

Al&ine ! 7" 4'.$ 7! 4#.$1 11"" 1!""

Ande( 1 7" 4'.$ 7! 4#.$1 11"" 1!""' " "

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12/68


7 %4 !.% 1%"""317""" 7 1'""" 1!.5"3%!.5" 5! %7

7 %4 '.' 1%"""317""" 7 14""" 1!.5"3%!.5" 5! %"

" %$ %.4 %""""3%5""" 1$ %"""" %#.5"3!#.5" $ !#.5

1 $ 1.' %%"""3%7""" 4! %7""" %!.5"3!!.5" 1$ !4

1.5 %$ 1.' 1'"""3%1""" 1$ %"""" %!.5"3!!.5" $ !4

" %$ ".% %""""3%5""" 1$ %!5"" %#.5"3!#.5" $ !$% 47 ".7 14"""31$""" $ %%""" 1#.5"3%#.5" %! %$

" " " " " "

6ew Ae((ibilit0 rowth Rate Low *orea(t

77.$4 '7.%7 1117$ ".117 1%4#7 5 '%4 # $$$

7'.5$ 47.#5 1117$ ".117 1%4#7 %% %747 %! %#7%

''.%! 5$.$1 ##"$ "."$% $'1$ # 77" 1% 1154

7!.%4 !7.1! %74# ".1$# !%$! %' #5' %7.7 $1%

71.$1 5!.%1 %777 ".1#! !%#5 %1 '$" !1 1"1#

'$.$" '".$1 !44$ ".1'% 4""7 15 '"1 17 '#1

'$.$" '".$1 ##"$ "."$% $'1$ 1" $'% 1!.5 1%$$6,A 6,A " " " " "

6ewAwarene((


6e9t ear(Total

8emandLow 2ar:et

ShareHigh 2ar:et

Share

High*orea(t


13/68

Segment

Low End

Low End

High End

Peformane

Size

High EndTraditional

-nit( SoldSegment

1"$7 1%45 Low End

%4"' %4"4 Low End

!$' !7' Traditional

7"# 75! Peformane

5#$ #4" Size

1'" %$" High End

''' #4" Traditional

Potential-nit(


14/68


%%7%.7%7 %! 11"" %!

%!'!.'!' %4 114" %4

%454.545 %5 11#" %5

%545.455 %' 1%%" %'

%'!'.!'4 %7 1%'" %7

%7%7.%7! %# 1!"" %#

%#1#.1#% %$ 1!4" %$%$"$."$1 !" 1!#" !"

!""" !1 14%" !1

!""" !% 14'" !%

!""" !! 15"" !!

!""" !4 15##.%!5 !4

!""" !5 1'7'.471 !5

!""" !' 17'4.7"' !'

!""" !7 1#5%.$41 !7

!""" !# 1$41.17' !#

!""" !$ %"%$.41% !$

!""" 4" %117.'47 4"

!""" 41 %%"5.##% 41!""" 4% %%$4.11# 4%

!""" 4! %!#%.!5! 4!

!""" 44 %47".5## 44

!""" 45 %55#.#%4 45

!""" 4' %'47."5$ 4'

!""" 47 %7!5.%$4 47

!""" 4# %#%!.5%$ 4#

!""" 4$ %$11.7'5 4$

!""" 5" !""" 5"


15/68


*or Round 4 -(e Round ! ourier Perf Size Po(ition +

Able % 4.7 15 #,1%,%"15 !.7 1'.! 1'

Are % ! 17 5,%5,%"1" !.7 1'.! 1'

Adam 1 $ 1".# 1,15,%"17 7.# 1%.% %1

Aft 4 1%.4 1!.$ #,%$,%"17 1!.4 1!.% %$

Aga&e 5 '.1 7.' $,1!,%"17 '.# '.' 4!

Al&ine ! 11.' #.4 $,11,%"17 1%.5 7.5 4!Ande( 1 7 1% !,!1,%"1' 7.# 1%.% %1

' " " "

Marketing

*or Round 4 Sale( )udget

-(e Round ! ourier

Able % #" 5!.' '5 4!.55 11"" 14""

Are % 7' 5".$% '5 4!.55 11"" 1'""

Adam 1 '# 45.5' #5 5'.$5 1""" 1%""

Aft 4 7! 4#.$1 !# %5.4' 11"" 1!""

Aga&e 5 74 4$.5# '% 41.54 11"" 1!""

Al&ine ! 71 47.57 #1 54.%7 11"" 14""

Ande( 1 71 47.57 #1 54.%7 11"" 1%""' " "

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16/68

1


17/68


7 %4 4.% 1%"""317""" 7 1'""" 1!.""3%!."" 5! %!.5

7 %4 7.' 1%"""317""" 7 14""" 1!.""3%!."" 5! %"

% 47 !.4 14"""31$""" $ 1$""" 1#.""3%#."" %! %#.5

1 $ 1.5 %%"""3%7""" 4! %7""" %!.""3!!."" 1$ !!.5

1.5 %$ 1.4 1'"""3%1""" 1$ %1""" %!.""3!!."" $ !!.5

" %$ ".7 %""""3%5""" 1$ %4""" %#.""3!#."" $ !#.5% 47 1.7 14"""31$""" $ %%""" 1#.""3%#."" %! %#.5

" " " " " "


7'.'" 5'.55 1%4#7 ".117 1!$4# 5 '$7 7.5 1"4'

7!.$% 5#.55 1%4#7 ".117 1!$4# 15 %"$% 14 1$5!

'5.5' '7.$5 $'1$ "."$% 1"5"4 5 5%5 $ $45

71.$1 !7.4' !%$! ".1$# !$45 %% #'# %% #'#

7%.5# 5!.54 !%#5 ".1#! !##' %$ 11%7 %$ 11%7

7".57 '7.%7 4""7 ".1'% 4'5' 1'.4 7'4 %!.4 1"$"

7".57 '5.%7 $'1$ "."$% 1"5"4 11 1155 11 11556,A 6,A " " " " "

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6e9t ear(Total

8emand

Low 2ar:etShare

Low*orea(t

High 2ar:etShare

High*orea(t


18/68


19/68

Segment

Low End

Low End

Traditional

Peformane

Size

High EndTraditional

-nit( SoldSegment

55' 55' Low End

%%%! %1$" Low End

%$4 %'% Traditional

75% 75% Peformane

$4# $4# Size

'54 $4# High End

1144 1111 Traditional

Potential-nit(


20/68


21/68


%%7%.7%7 %! 11"" %!

%!'!.'!' %4 114" %4

%454.545 %5 11#" %5

%545.455 %' 1%%" %'

%'!'.!'4 %7 1%'" %7

%7%7.%7! %# 1!"" %#

%#1#.1#% %$ 1!4" %$%$"$."$1 !" 1!#" !"

!""" !1 14%" !1

!""" !% 14'" !%

!""" !! 15"" !!

!""" !4 15##.%!5 !4

!""" !5 1'7'.471 !5

!""" !' 17'4.7"' !'

!""" !7 1#5%.$41 !7

!""" !# 1$41.17' !#

!""" !$ %"%$.41% !$

!""" 4" %117.'47 4"

!""" 41 %%"5.##% 41!""" 4% %%$4.11# 4%

!""" 4! %!#%.!5! 4!

!""" 44 %47".5## 44

!""" 45 %55#.#%4 45

!""" 4' %'47."5$ 4'

!""" 47 %7!5.%$4 47

!""" 4# %#%!.5%$ 4#

!""" 4$ %$11.7'5 4$

!""" 5" !""" 5"


22/68


23/68


*or Round 5 -(e Round 4 ourier Perf Size Po(ition +

Able % 4.7 15 %,%7,%"1# 4.% 15.# 1'

Are % ! 17 1,%$,%"1# 4.% 15.# 1'

Adam 1 #.5 11.5 $,!,%"1# #.5 11.5 %1

Aft 4 1!.4 1!.% $,%!,%"1# 14.4 1%.5 %$

Aga&e 5 '.# '.' 11,1$,%"1# 7.5 5.' 4!

Al&ine ! 1%.5 7.5 $,%$,%"1# 1!.4 '.' 4!Ande( 1 7 1% 4,11,%"1# #.5 11.5 %1

' " " "

Marketing


-(e Round 4 ourier

Able % 7# 5%.%' 71 47.57 11"" 1!""

Are % 7' 5".$% 71 47.57 11"" 1%""

Adam 1 '7 44.#$ #4 5'.%# 1""" 11""

Aft 4 74 4$.5# !' %4.1% 11"" 11""

Aga&e 5 74 4$.5# 54 !'.1# 11"" 11""

Al&ine ! 7! 4#.$1 #1 54.%7 11"" 11""

Ande( 1 7! 4#.$1 #4 5'.%# 11"" 11""' " "

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24/68


7 %4 5.% 1%"""317""" 7 1%""" 1%.5"3%%.5" 5! %!.5

7 %4 #.' 1%"""317""" 7 1%""" 1%.5"3%%.5" 5! %"

% 47 %.! 14"""31$""" $ 15""" 17.5"3%7.5" %! %#.5

1 $ 1.4 %%"""3%7""" 4! %7""" %%.5"3!%.5" 1$ !!.5

1.5 %$ 1.! 1'"""3%1""" 1$ 17""" %%.5"3!%.5" $ !!.5

" %$ 1 %""""3%5""" 1$ %4""" %7.5"3!7.5" $ !#% 47 %.7 14"""31$""" $ 15""" 17.5"3%7.5" %! %#.5

" " " " " "


75.%' 5$.57 1!$4# ".117 155#" 11 1714 11 1714

7!.$% 5#.57 1!$4# ".117 155#" 7 1"$1 # 1%4'

'4.#$ ''.%# 1"5"4 "."$% 1147" # $1# 1" 1147

7%.5# !4.1% !$45 ".1$# 47%' 1$ #$# 1#.' #7$

7%.5# 4'.1# !##' ".1#! 45$7 %5 114$ %7.' 1%'$

71.$1 '4.%7 4'5' ".1'% 5411 1$ 1"%# %".! 1"$#

71.$1 ''.%# 1"5"4 "."$% 1147" 7 #"! 7 #"!6,A 6,A " " " " "

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6e9t ear(Total

8emand

Low 2ar:etShare

Low*orea(t

High 2ar:etShare

High*orea(t


25/68

Segment

Low End

Low End

Traditional

Peformane

Size

High EndTraditional

-nit( SoldSegment

5"5 4#" Low End

1$75 %1"' Low End

51" 4#" Traditional

7!! 7!$ Peformane

$#! 1"71 Size

#7" $'" High End

11!7 11"# Traditional

Potential-nit(


26/68


%%7%.7%7 %! 11"" %!

%!'!.'!' %4 114" %4

%454.545 %5 11#" %5

%545.455 %' 1%%" %'

%'!'.!'4 %7 1%'" %7

%7%7.%7! %# 1!"" %#

%#1#.1#% %$ 1!4" %$%$"$."$1 !" 1!#" !"

!""" !1 14%" !1

!""" !% 14'" !%

!""" !! 15"" !!

!""" !4 15##.%!5 !4

!""" !5 1'7'.471 !5

!""" !' 17'4.7"' !'

!""" !7 1#5%.$41 !7

!""" !# 1$41.17' !#

!""" !$ %"%$.41% !$

!""" 4" %117.'47 4"

!""" 41 %%"5.##% 41!""" 4% %%$4.11# 4%

!""" 4! %!#%.!5! 4!

!""" 44 %47".5## 44

!""" 45 %55#.#%4 45

!""" 4' %'47."5$ 4'

!""" 47 %7!5.%$4 47

!""" 4# %#%!.5%$ 4#

!""" 4$ %$11.7'5 4$

!""" 5" !""" 5"


27/68


*or Round ' -(e Round 5 ourier Perf Size Po(ition +

Able % 4.7 15 %,%7,%"1# 4.7 15.! 1'

Are % ! 17 7,#,%"%" 4.7 15.! 1'

Adam 1 #.5 11.5 $,!,%"1# $.% 1".# %1

Aft 4 14.4 1%.5 7,%#,%"1$ 15.4 11.# %$

Aga&e 5 7.5 5.' #,#,%"1$ #.% 4.' 4!

Al&ine 1 1%.5 7.5 %,',%"1$ $.% 1".# %1Ande( 1 7.5 1% !,!1,%"1$ $.% 1".# %1

' " " "

Marketing

*or Round ' Sale( )udget

-(e Round 5 ourier

Able % '$ 4'.%! 75 5".%5 1%"" 14""

Are % '# 45.5' 75 5".%5 1%"" 14""

Adam 1 '" 4".% #1 54.%7 1%"" 14""

Aft 4 '7 44.#$ !% %1.44 1""" %"""

Aga&e 5 '7 44.#$ 45 !".15 1""" 17""

Al&ine ! '' 44.%% '! 4%.%1 1%"" 14""

Ande( 1 '' 44.%% #1 54.%7 1%"" 14""' " "

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28/68


7 %4 '.% 1%"""317""" 7 1%""" 1%.""3%%."" 5! %"

7 %4 $.' 1%"""317""" 7 1%""" 1%.""3%%."" 5! 1#.5

% 47 !.! 14"""31$""" $ 15""" 17.""3%7."" %! %7.5

1 $ 1.4 %%"""3%7""" 4! %7""" %%.""3!%."" 1$ !!

1.5 %$ 1.! 1'"""3%1""" 1$ 17""" %%.""3!%."" $ !%.5

% 47 % 14"""31$""" $ %1""" 17.""3%7."" %! !7.5% 47 %.% 14"""31$""" $ 15""" 17.""3%7."" %! %7.5

" " " " " "


71.%! '!.%5 155#" ".117 174"! 11.7 %"!' 15.! %''!

7".5' '!.%5 155#" ".117 174"! 7.' 1!%! 15 %'1"

'5.%" '7.%7 1147" "."$% 1%5%' 7.1 ##$ '.# #5%

'4.#$ 41.44 47%' ".1$# 5''1 15 #4$ 15 #4$

'4.#$ 4'.15 45$7 ".1#! 54!# %5.# 14"! %5.# 14"!

'$.%% 55.%1 5411 ".1'% '%#7 11.% 7"4 11.% 7"4

'$.%% '7.%7 1147" "."$% 1%5%' '.$ #'4 1".1 1%'56,A 6,A " " " " "

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High 2ar:etShare

High*orea(t


29/68

Segment

Low End

Low End

Traditional

Peformane

Size

TraditionalTraditional

-nit( SoldSegment

1#%7 %!#% Low End

11## %!4" Low End

#11 7$4 Traditional

71" 71" Peformane

11#5 117" Size

'"' '%7 High End

7## 117" Traditional

Potential-nit(


30/68


%%7%.7%7 %! 11"" %!

%!'!.'!' %4 114" %4

%454.545 %5 11#" %5

%545.455 %' 1%%" %'

%'!'.!'4 %7 1%'" %7

%7%7.%7! %# 1!"" %#

%#1#.1#% %$ 1!4" %$%$"$."$1 !" 1!#" !"

!""" !1 14%" !1

!""" !% 14'" !%

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!""" !4 15##.%!5 !4

!""" !5 1'7'.471 !5

!""" !' 17'4.7"' !'

!""" !7 1#5%.$41 !7

!""" !# 1$41.17' !#

!""" !$ %"%$.41% !$

!""" 4" %117.'47 4"

!""" 41 %%"5.##% 41!""" 4% %%$4.11# 4%

!""" 4! %!#%.!5! 4!

!""" 44 %47".5## 44

!""" 45 %55#.#%4 45

!""" 4' %'47."5$ 4'

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31/68


*or Round 7 -(e Round ' ourier Perf Size Po(ition +

Able % 4.7 15 %,%7,%"1# 5.% 14.# 1'

Are % 5 15.5 7,#,%"%" 5.% 14.# 1'

Adam 1 $.% 1".# 5,!1,%"%" $.$ 1".1 %1

Aft 4 14.4 1%.5 7,%#,%"1$ 1'.4 11.1 %$

Aga&e 5 #.% 4.' ',11,%"%" #.$ !.' 4!

Al&ine ! 14.% 5.7 1%,',%"%" 15.% 4.# 4!Ande( 1 $.! 1".7 11,17,%"%" $.$ 1".1 %1

' " " "

Marketing


-(e Round ' ourier

Able % 74 4$.5# 75 5".%5 1%"" 14""

Are % 7! 4#.$1 75 5".%5 1%"" 14""

Adam 1 '# 45.5' #5 5'.$5 1%"" 14""

Aft 4 45 !".15 %1 14."7 " "

Aga&e 5 '' 44.%% 4' !".#% 1""" 17""

Al&ine ! 7% 4#.%4 54 !'.1# 1%"" 14""

Ande( 1 7% 4#.%4 #5 5'.$5 1%"" 14""' " "

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32/68


7 %4 7.% 1%"""317""" 7 1%""" 11.5"3%1.5" 5! 1$

7 %4 5.5 1%"""317""" 7 1%""" 11.5"3%1.5" 5! 1#

% 47 %.5 14"""31$""" $ 14""" 1'.5"3%'.5" %! %7

1 $ %.4 %%"""3%7""" 4! %7""" %1.5"3!1.5" 1$ !%

1.5 %$ 1.4 1'"""3%1""" 1$ 17""" %1.5"3!1.5" $ !%.5

" %$ 1.5 %""""3%5""" 1$ %1""" %5.5"3!5.5" $ !7.5% 47 1.7 14"""31$""" $ 15""" 1'.5"3%'.5" %! %7

" " " " " "


74.5# '!.%5 174"! ".117 1$4!$ $ 175" %!.! 45%$

7!.$1 '!.%5 174"! ".117 1$4!$ 14 %7%1 15.1 %$!5

7".5' '$.$5 1%5%' "."$% 1!'7# # 1"$4 $ 1%!1

!".15 14."7 5''1 ".1$# '7#% ! %"! $.# ''5

'4.%% 4'.#% 54!# ".1#! '4!! 15 $'5 14.# $5%

7!.%4 4$.1# '%#7 ".1'% 7!"' 5 !'5 1" 7!1

7!.%4 '$.$5 1%5%' "."$% 1!'7# # 1"$4 1" 1!'#6,A 6,A " " " " "

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High*orea(t


33/68

Segment

Low End

Low End

Traditional

Peformane

Size

High EndTraditional

-nit( SoldSegment

1'"$ 4"'$ Low End

%!'' %'"% Low End

1"41 11!' Traditional

1#$ 5'# Peformane

#"4 #"4 Size

%#4 %#4 High End

1"41 1"41 Traditional

Potential-nit(


34/68


%%7%.7%7 %! 11"" %!

%!'!.'!' %4 114" %4

%454.545 %5 11#" %5

%545.455 %' 1%%" %'

%'!'.!'4 %7 1%'" %7

%7%7.%7! %# 1!"" %#

%#1#.1#% %$ 1!4" %$%$"$."$1 !" 1!#" !"

!""" !1 14%" !1

!""" !% 14'" !%

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!""" !' 17'4.7"' !'

!""" !7 1#5%.$41 !7

!""" !# 1$41.17' !#

!""" !$ %"%$.41% !$

!""" 4" %117.'47 4"

!""" 41 %%"5.##% 41!""" 4% %%$4.11# 4%

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!""" 45 %55#.#%4 45

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35/68


*or Round # -(e Round 7 ourier Perf Size Po(ition + deal Age Age +

Able % 4.7 15 %,%7,%"1# 5.7 14.! 1' 7 %4

Are % 5 15.5 7,#,%"%" 5.7 14.! 1' 7 %4

Adam 1 $.% 1".# 5,!1,%"%" 1".' $.4 %1 % 47

Aga&e 5 $ !.4 7,!,%"%1 $.' %.' 4! 1.5 %$

Al&ine ! 15.% 4.# ',%",%"%1 1'.1 !.$ 4! " %$

Ande( 1 1".' $.4 1",%#,%"%1 1".' $.4 %1 % 47' " " " " "

' " " " " "

Marketing

*or Round # /ld Ae((iblit0 Sale( )udget

-(e Round 7 ourier

Able % 77 51.5$ #" 5!.' 1%"" 14"" 7'.5$ ''.'"

Are % 77 51.5$ #" 5!.' 1%"" 14"" 7'.5$ ''.'"

Adam 1 7! 4#.$1 #7 5#.%$ 1%"" 14"" 7!.$1 71.%$

Aga&e 5 7% 4#.%4 4$ !%.#! 1%"" 17"" 7!.%4 4#.#!

Al&ine ! 7' 5".$% 5" !!.5 1%"" 14"" 75.$% 4'.5"

Ande( 1 7' 5".$% #7 5#.%$ 1%"" 14"" 75.$% 71.%$

' " " 6,A 6,A' " " 6,A 6,A

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lit0


36/68

Age 2T)* Range Reliabilit0 2T)* Prie Range Prie + Prie Segment

#.% 1%"""317""" 7 1%""" 11.""3%1."" 5! 1#.5 Low End

'.5 1%"""317""" 7 1%""" 11.""3%1."" 5! 17.5 Low End

!.5 14"""31$""" $ 14"""1'.""3%'."" %! %'.5Traditional

1.5 1'"""3%1""" 1$ 17""" %1.""3!1."" $ !1.5 Size

1.5 %""""3%5""" 1$ %1"""%5.""3!5."" $ !'.5High End

1.4 14"""31$""" $ 15"""1'.""3%'."" %! %'.5Traditional" " " "

" " " "

rowth Rate Low *orea(t -nit( Sold

1$4!$ ".117 %1714 # 17!7 15.4 !!44 15#4 !""4

1$4!$ ".117 %1714 1% %'"' 17.% !7!5 %!7' !!%'

1!'7# "."$% 14$!7 # 11$5 7.' 11!5 1"%' 1"1$

'4!! ".1#! 7'11 1! $#$ 1!.4 1"%" #'! #5#

7!"' ".1'% #4#$ 1% 1"1$ 1%.# 1"#7 ##' $1%

1!'7# "."$% 14$!7 11 1'4! 14.1 %1"' 144% 1$!1

" " " " "" " " " "

La(t ear(Total

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6e9t ear(Total

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High2ar:etShare

g*ore

Potential-nit(


37/68

Ae((ibili

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%!'!.'!'

%454.545

%545.455

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!"""

Low End !"""

Low End !"""

Traditional !"""

Size !"""

High End !"""

Traditional !"""

!"""!"""

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!"""

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38/68

0 Awarene((

%! 11"" %!

%4 114" %4

%5 11#" %5

%' 1%%" %'

%7 1%'" %7

%# 1!"" %#

%$ 1!4" %$!" 1!#" !"

!1 14%" !1

!% 14'" !%

!! 15"" !!

!4 15##.%!5 !4

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4" %117.'47 4"

41 %%"5.##% 414% %%$4.11# 4%

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45 %55#.#%4 45

4' %'47."5$ 4'

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4# %#%!.5%$ 4#

4$ %$11.7'5 4$

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39/68


*or Round # -(e Round 7 ourier Perf Size Po(ition +

Able % 4.7 15 %,%7,%"1# 5.7 14.! 1'

Are % 5 15.5 7,#,%"%" 5.7 14.! 1'

Adam 1 1".% $.# 7,%',%"%% 1".' $.4 %1

Aga&e 5 $.' %.4 5,%1,%"%% $.' %.' 4!

Al&ine ! 1'.5 !.5 #,1$,%"%% 1'.1 !.$ 4!

Ande( 1 1".' $.4 1",%#,%"%1 1".' $.4 %1' " " "

' " " "

Marketing

*or Round # Sale( )udget

-(e Round 7 ourier

Able % #" 5!.' #4 5'.%# 1%"" 14""

Are % 7$ 5%.$! #4 5'.%# 1%"" 14""

Adam 1 77 51.5$ ## 5#.$' 1%"" 14""

Aga&e 5 7' 5".$% 51 !4.17 1%"" 17""

Al&ine ! 7$ 5%.$! 47 !1.4$ 1%"" 14""

Ande( 1 7$ 5%.$! ## 5#.$' 1%"" 14""

' " "' " "

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40/68


7 %4 $.% 1%"""317""" 7 1%""" 11.""3%1."" 5! 1#.5

7 %4 7.5 1%"""317""" 7 1%""" 11.""3%1."" 5! 17.5

% 47 %.4 14"""31$""" $ 14""" 1'.""3%'."" %! %'

1.5 %$ 1.5 1'"""3%1""" 1$ 17""" %1.""3!1."" $ !1

" %$ 1.4 %""""3%5""" 1$ %1""" %5.""3!5."" $ !'

% 47 %.4 14"""31$""" $ 15""" 1'.""3%'."" %! %'" " " " " "

" " " " " "


7#.'" '$.%# 1$4!$ ".117 %1714 #.% 17#1 1".7 %!%!

77.$! '$.%# 1$4!$ ".117 %1714 1!.5 %$!1 14.5 !14#

7'.5$ 71.$' 1!'7# "."$% 14$!7 #.# 1!14 #.% 1%%5

75.$% 5".17 '4!! ".1#! 7'11 14.1 1"7! 14.1 1"7!

77.$! 44.4$ 7!"' ".1'% #4#$ #.4 71! 1%.% 1"!'

77.$! 71.$' 1!'7# "."$% 14$!7 11.$ 1777 15 %%4"

6,A 6,A " " " " "6,A 6,A " " " " "

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41/68

Segment

Low End

Low End

Traditional

Size

High End

Traditional

-nit( SoldSegment

15#4 !""4 Low End

%!7' !!%' Low End

1"%' 1"1$ Traditional

#'! #5# Size

##' $1% High End

144% 1$!1 Traditional

Potential-nit(


42/68


%%7%.7%7 %! 11"" %!

%!'!.'!' %4 114" %4

%454.545 %5 11#" %5

%545.455 %' 1%%" %'

%'!'.!'4 %7 1%'" %7

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43/68

D%&'T M(E &) E&T"*ES %& T+*S P,E

*or Round 1 -(e Round " ourier Perf Size Po(ition +

Able 1 Traditional 4.7 15 #,1%,%"15 5.7 14.! %1

Are % Low End ! 17 5,%5,%"1" %.% 17.# 1'

Adam ! High End $ 1".# 1%,$,%"15 $.# 1".% 4!

Aft 4 Peformane 1".4 15.! #,%4,%"15 1".4 15.! %$

Aga&e 5 Size 4.7 $.' 1%,%4,%"15 4.7 $.' 4!

Al&ine ! High End " " 1",%%,%"1' $.# 1".% 4!Ande( 1 Traditional " " !,!1,%"1' 5.7 14.! %1

' " " " " "

*or Round % -(e Round 1 ourier Perf Size Po(ition +

Able 1 Traditional 4.7 15 #,1%,%"15 '.4 1!.' %1

Are % Low End ! 17 5,%5,%"1" %.7 17.! 1'

Adam ! High End $ 1".# 1%,$,%"15 1".7 $.! 4!

Aft 4 Peformane 1".4 15.! #,%4,%"15 11.4 14.' %$

Aga&e 5 Size 4.7 $.' 1%,%4,%"15 5.4 #.' 4!

Al&ine ! High End " " 1",%%,%"1' 1".7 $.! 4!

Ande( 1 Traditional " " !,!1,%"1' '.4 1!.' %1

' " " " " "

*or Round ! -(e Round % ourier Perf Size Po(ition +

Able % Low End 4.7 15 #,1%,%"15 !.% 1'.# 1'

Are % Low End ! 17 5,%5,%"1" !.% 1'.# 1'

Adam ! High End $ 1".# %,1!,%"1' 11.' #.4 4!

Aft 4 Peformane 11.4 14.' $,5,%"1' 1%.4 1!.$ %$

Aga&e 5 Size 5.4 #.' $,5,%"1' '.1 7.' 4!

Al&ine ! High End 1".7 $.! 1",%%,%"1' 11.' #.4 4!

Ande( 1 Traditional 7 1% !,!1,%"1' 7.1 1%.$ %1

' " " " " "

*or Round 4 -(e Round ! ourier Perf Size Po(ition +

Able % Low End 4.7 15 #,1%,%"15 !.7 1'.! 1'

Are % Low End ! 17 5,%5,%"1" !.7 1'.! 1'

Adam 1 Traditional $ 1".# 1,15,%"17 7.# 1%.% %1

Aft 4 Peformane 1%.4 1!.$ #,%$,%"17 1!.4 1!.% %$

Aga&e 5 Size '.1 7.' $,1!,%"17 '.# '.' 4!

Al&ine ! High End 11.' #.4 $,11,%"17 1%.5 7.5 4!

Ande( 1 Traditional 7 1% !,!1,%"1' 7.# 1%.% %1

' " " " " "

*or Round 5 -(e Round 4 ourier Perf Size Po(ition +

Able % Low End 4.7 15 %,%7,%"1# 4.% 15.# 1'

Are % Low End ! 17 1,%$,%"1# 4.% 15.# 1'

Adam 1 Traditional #.5 11.5 $,!,%"1# #.5 11.5 %1

Aft 4 Peformane 1!.4 1!.% $,%!,%"1# 14.4 1%.5 %$

Aga&e 5 Size '.# '.' 11,1$,%"1# 7.5 5.' 4!

Al&ine ! High End 1%.5 7.5 $,%$,%"1# 1!.4 '.' 4!

Ande( 1 Traditional 7 1% 4,11,%"1# #.5 11.5 %1

' " " " " "

*or Round ' -(e Round 5 ourier Perf Size Po(ition +


44/68

Able % Low End 4.7 15 %,%7,%"1# 4.7 15.! 1'

Are % Low End ! 17 7,#,%"%" 4.7 15.! 1'

Adam 1 Traditional #.5 11.5 $,!,%"1# $.% 1".# %1

Aft 4 Peformane 14.4 1%.5 7,%#,%"1$ 15.4 11.# %$

Aga&e 5 Size 7.5 5.' #,#,%"1$ #.% 4.' 4!

Al&ine 1 Traditional 1%.5 7.5 %,',%"1$ $.% 1".# %1

Ande( 1 Traditional 7.5 1% !,!1,%"1$ $.% 1".# %1

' " " " " "

*or Round 7 -(e Round ' ourier Perf Size Po(ition +

Able % Low End 4.7 15 %,%7,%"1# 5.% 14.# 1'

Are % Low End 5 15.5 7,#,%"%" 5.% 14.# 1'

Adam 1 Traditional $.% 1".# 5,!1,%"%" $.$ 1".1 %1

Aft 4 Peformane 14.4 1%.5 7,%#,%"1$ 1'.4 11.1 %$

Aga&e 5 Size #.% 4.' ',11,%"%" #.$ !.' 4!

Al&ine ! High End 14.% 5.7 1%,',%"%" 15.% 4.# 4!

Ande( 1 Traditional $.! 1".7 11,17,%"%" $.$ 1".1 %1

' " " " " "

*or Round # -(e Round 7 ourier Perf Size Po(ition +Able % Low End 4.7 15 %,%7,%"1# 5.7 14.! 1'

Are % Low End 5 15.5 7,#,%"%" 5.7 14.! 1'

Adam 1 Traditional $.% 1".# 5,!1,%"%" 1".' $.4 %1

Aga&e 5 Size $ !.4 7,!,%"%1 $.' %.' 4!

Al&ine ! High End 15.% 4.# ',%",%"%1 1'.1 !.$ 4!

Ande( 1 Traditional 1".' $.4 1",%#,%"%1 1".' $.4 %1

' " " " " "

' " " " " "


45/68


% 47 %.% 14"""31$""" $ 1'""" 1$.5"3%$.5" %! %#

7 %4 5.' 1%"""317""" 7 14""" 14.5"3%4.5" 5! %"

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1 $ 1.$ %%"""3%7""" 4! %7""" %4.5"3!4.5" 1$ !!.5

1.5 %$ 1.# 1'"""3%1""" 1$ %"""" %4.5"3!4.5" $ !4

" %$ " %""""3%5""" 1$ " %$.5"3!$.5" $ "% 47 " 14"""31$""" $ " 1$.5"3%$.5" %! "

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% 47 %.% 14"""31$""" $ 1'""" 1$.""3%$."" %! %#

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% 47 " 14"""31$""" $ " 1$.""3%$."" %! "

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1 $ 1.' %%"""3%7""" 4! %7""" %!.5"3!!.5" 1$ !4

1.5 %$ 1.' 1'"""3%1""" 1$ %"""" %!.5"3!!.5" $ !4

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46/68

7 %4 '.% 1%"""317""" 7 1%""" 1%.""3%%."" 5! %"

7 %4 $.' 1%"""317""" 7 1%""" 1%.""3%%."" 5! 1#.5

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7 %4 7.% 1%"""317""" 7 1%""" 11.5"3%1.5" 5! 1$

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" %$ 1.5 %""""3%5""" 1$ %1""" %5.5"3!5.5" $ !7.5

% 47 1.7 14"""31$""" $ 15""" 1'.5"3%'.5" %! %7

" " " " " " " " "

deal Age Age + Age 2T)* Range Reliabilit0 2T)* Prie Range Prie + Prie7 %4 #.% 1%"""317""" 7 1%""" 11.""3%1."" 5! 1#.5

7 %4 '.5 1%"""317""" 7 1%""" 11.""3%1."" 5! 17.5

% 47 !.5 14"""31$""" $ 14""" 1'.""3%'."" %! %'.5

1.5 %$ 1.5 1'"""3%1""" 1$ 17""" %1.""3!1."" $ !1.5

" %$ 1.5 %""""3%5""" 1$ %1""" %5.""3!5."" $ !'.5

% 47 1.4 14"""31$""" $ 15""" 1'.""3%'."" %! %'.5

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47/68

Segment

Traditional

Low End

High End

Peformane

Size

High EndTraditional

Segment

Traditional

Low End

High End

Peformane

Size

High End

Traditional

Segment

Low End

Low End

High End

Peformane

Size

High End

Traditional

Segment

Low End

Low End

Traditional

Peformane

Size

High End

Traditional

Segment

Low End

Low End

Traditional

Peformane

Size

High End

Traditional

Segment


48/68

Low End

Low End

Traditional

Peformane

Size

Traditional

Traditional

Segment

Low End

Low End

Traditional

Peformane

Size

High End

Traditional

SegmentLow End

Low End

Traditional

Size

High End

Traditional


49/68

D%&'T M(E &) E&T"*ES %& T+*S P,E

*or Round 1

-(e Round " ourier

Able % Low End 55 !'.#5 54 !'.1# %"""

Are % Low End 5% !4.#4 4" %'.# 1'""

Adam ! High End 4$ !%.#! 4# !%.1' 1'""

Aft 4 Peformane 4' !".#% !7 %4.7$ 15""

Aga&e 5 Size 4' !".#% 4% %#.14 155"Al&ine ! High End " " " " "

Ande( 1 Traditional " " " " "

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Able 1 Traditional #% 54.$4 '$ 4'.%! 1%""

Are % Low End 7! 4#.$1 44 %$.4# 1%""

Adam ! High End 71 47.57 57 !#.1$ 1"""

Aft 4 Peformane '' 44.%% 41 %7.47 1%""

Aga&e 5 Size '# 45.5' 51 !4.17 1%""

Al&ine ! High End " " " "

Ande( 1 Traditional " " " "" ' " " " "

*or Round !

-(e Round % ourier

Able % Low End #% 54.$4 #1 54.%7 11""

Are % Low End 77 51.5$ 55 !'.#5 1%""

Adam 1 Traditional '$ 4'.%! 7! 4#.$1 1"""

Aft 4 Peformane 7% 4#.%4 !$ %'.1! 1%""

Aga&e 5 Size 7! 4#.$1 '! 4%.%1 11""

Al&ine ! High End 7" 4'.$ 7! 4#.$1 11""

Ande( 1 Traditional 7" 4'.$ 7! 4#.$1 11""

" ' " " " "

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-(e Round ! ourier

Able % Low End #" 5!.' '5 4!.55 11""

Are % Low End 7' 5".$% '5 4!.55 11""

Adam 1 Traditional '# 45.5' #5 5'.$5 1"""

Aft 4 Peformane 7! 4#.$1 !# %5.4' 11""

Aga&e 5 Size 74 4$.5# '% 41.54 11""

Al&ine ! High End 71 47.57 #1 54.%7 11""

Ande( 1 Traditional 71 47.57 #1 54.%7 11""

" ' " " " " "

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-(e Round 4 ourierAble % Low End 7# 5%.%' 71 47.57 11""

Are % Low End 7' 5".$% 71 47.57 11""

Adam 1 Traditional '7 44.#$ #4 5'.%# 1"""

Aft 4 Peformane 74 4$.5# !' %4.1% 11""

Aga&e 5 Size 74 4$.5# 54 !'.1# 11""

Al&ine ! High End 7! 4#.$1 #1 54.%7 11""

Ande( 1 Traditional 7! 4#.$1 #4 5'.%# 11""

" ' " " " " "

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50/68

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Able % Low End '$ 4'.%! 75 5".%5 1%""

Are % Low End '# 45.5' 75 5".%5 1%""

Adam 1 Traditional '" 4".% #1 54.%7 1%""

Aft 4 Peformane '7 44.#$ !% %1.44 1"""

Aga&e 5 Size '7 44.#$ 45 !".15 1"""

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Able % Low End 74 4$.5# 75 5".%5 1%""

Are % Low End 7! 4#.$1 75 5".%5 1%""

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Aft 4 Peformane 45 !".15 %1 14."7 "

Aga&e 5 Size '' 44.%% 4' !".#% 1"""

Al&ine ! High End 7% 4#.%4 54 !'.1# 1%""

Ande( 1 Traditional 7% 4#.%4 #5 5'.$5 1%""

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Able % Low End 77 51.5$ #" 5!.' 1%""

Are % Low End 77 51.5$ #" 5!.' 1%""

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Aga&e 5 Size 7% 4#.%4 4$ !%.#! 1%""

Al&ine ! High End 7' 5".$% 5" !!.5 1%""

Ande( 1 Traditional 7' 5".$% #7 5#.%$ 1%""

" ' " " " " "

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Promo Sale( Promo )dgt

1 5" 44 1'5"% 7% 5% 11'"

! 7! '5 1114

4 7! '# 1"#'

5 74 '$ 1"#'

' '' '5 114!

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72 73 73 74

66 67

75

44

52

65 68 69

65 63

72

Awareness and Accessibility


51/68

1 2 ! 4 " 6 # 8


52/68

Sale( )udget rowth Rate

%5"" 74.#5 '1.1# #$'" ".117 1"""#

1'"" '#.#4 41.#" #$'" ".117 1"""#

1'"" ''.#! 47.1' %554 ".1'% %$'#

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14"" 77.$4 '7.%7 1117$ ".117 1%4#7

1%"" 7'.5$ 47.#5 1117$ ".117 1%4#7

1%"" ''.%! 5$.$1 ##"$ "."$% $'1$

1%"" 7!.%4 !7.1! %74# ".1$# !%$!

1%"" 71.$1 5!.%1 %777 ".1#! !%#5

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1!"" 71.$1 !7.4' !%$! ".1$# !$45

1!"" 7%.5# 5!.54 !%#5 ".1#! !##'

14"" 7".57 '7.%7 4""7 ".1'% 4'5'

1%"" 7".57 '5.%7 $'1$ "."$% 1"5"4

" "."" "."" " " "


1!"" 75.%' 5$.57 1!$4# ".117 155#"

1%"" 7!.$% 5#.57 1!$4# ".117 155#"

11"" '4.#$ ''.%# 1"5"4 "."$% 1147"

11"" 7%.5# !4.1% !$45 ".1$# 47%'

11"" 7%.5# 4'.1# !##' ".1#! 45$7

11"" 71.$1 '4.%7 4'5' ".1'% 5411

11"" 71.$1 ''.%# 1"5"4 "."$% 1147"

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53/68

14"" 71.%! '!.%5 155#" ".117 174"!

14"" 7".5' '!.%5 155#" ".117 174"!

14"" '5.%" '7.%7 1147" "."$% 1%5%'

%""" '4.#$ 41.44 47%' ".1$# 5''1

17"" '4.#$ 4'.15 45$7 ".1#! 54!#

14"" '$.%% 55.%1 5411 ".1'% '%#7

14"" '$.%% '7.%7 1147" "."$% 1%5%'" "."" "."" " " "


14"" 74.5# '!.%5 174"! ".117 1$4!$

14"" 7!.$1 '!.%5 174"! ".117 1$4!$

14"" 7".5' '$.$5 1%5%' "."$% 1!'7#

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17"" 7!.%4 4#.#! '4!! ".1#! 7'11

14"" 75.$% 4'.5" 7!"' ".1'% #4#$

14"" 75.$% 71.%$ 1!'7# "."$% 14$!7

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Sale( )dgt

175"14'"

1%57

1!4!

114!

15%$

1%4!

145"

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1160 1114 1086 1086 11431000

1200

1750

1460

1257 1343

1143

1529

1243

1450

Promo and Sales Budet

15

18


54/68

1 2 ! 4 " 6 # 8

Promo $dg% Sales $dg%

1


55/68

Low *orea(t -nit( Sold Segment

1! 1!"1 1!.7 1!71 $$$ 1""! Low End

17 17"1 1'.4 1'41 17'! 175' Low End

14 415 15 445 !'' !'5 High End

17 !$" %5 574 !5# !'5 Peformane

15 !5% 1#.5 4!4 !14 !1$ Size" " " " " " High End

" " " " " " Traditional

" " " " " "

Low *orea(t -nit( Sold

Segment

1! 1145 14.5 1%77 11"4 1%5$ Traditional

15 1'77 %%.' %5%7 1'4' %!#$ Low End

15 517 1'.7 57' 441 4## High End

%4 ''" %' 715 5#% '1' Peformane

1# 5"" %1 5#! 41# 411 Size

1 !4 5 17% " " High End

1% 1"57 1$ 1'74 " " Traditional" " " " " "


Segment

5 '%4 # $$$ 1"$7 1%45 Low End

%% %747 %! %#7% %4"' %4"4 Low End

# 77" 1% 1154 !$' !7' Traditional

%' #5' %7.7 $1% 7"# 75! Peformane

%1 '$" !1 1"1# 5#$ #4" Size

15 '"1 17 '#1 1'" %$" High End

1" $'% 1!.5 1%$$ ''' #4" Traditional

" " " " " "


Segment

5 '$7 7.5 1"4' 55' 55' Low End

15 %"$% 14 1$5! %%%! %1$" Low End

5 5%5 $ $45 %$4 %'% Traditional

%% #'# %% #'# 75% 75% Peformane

%$ 11%7 %$ 11%7 $4# $4# Size

1'.4 7'4 %!.4 1"$" '54 $4# High End

11 1155 11 1155 1144 1111 Traditional

" " " " " "


Segment

11 1714 11 1714 5"5 4#" Low End

7 1"$1 # 1%4' 1$75 %1"' Low End

# $1# 1" 1147 51" 4#" Traditional

1$ #$# 1#.' #7$ 7!! 7!$ Peformane

%5 114$ %7.' 1%'$ $#! 1"71 Size

1$ 1"%# %".! 1"$# #7" $'" High End

7 #"! 7 #"! 11!7 11"# Traditional

" " " " " "

-nit( Sold

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High 2ar:etShare

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High 2ar:etShare

High*orea(t

Potential-nit(

Low 2ar:etShare

High 2ar:etShare

High*orea(t

Potential-nit(

Low 2ar:et High 2ar:et High Potential


56/68

11.7 %"!' 15.! %''! 1#%7 %!#% Low End

7.' 1!%! 15 %'1" 11## %!4" Low End

7.1 ##$ '.# #5% #11 7$4 Traditional

15 #4$ 15 #4$ 71" 71" Peformane

%5.# 14"! %5.# 14"! 11#5 117" Size

11.% 7"4 11.% 7"4 '"' '%7 High End

'.$ #'4 1".1 1%'5 7## 117" Traditional" " " " " "


Segment

$ 175" %!.! 45%$ 1'"$ 4"'$ Low End

14 %7%1 15.1 %$!5 %!'' %'"% Low End

# 1"$4 $ 1%!1 1"41 11!' Traditional

! %"! $.# ''5 1#$ 5'# Peformane

15 $'5 14.# $5% #"4 #"4 Size

5 !'5 1" 7!1 %#4 %#4 High End

# 1"$4 1" 1!'# 1"41 1"41 Traditional

" " " " " "

Low *orea(t -nit( Sold Segment

# 17!7 15.4 !!44 15#4 !""4 Low End

1% %'"' 17.% !7!5 %!7' !!%' Low End

# 11$5 7.' 11!5 1"%' 1"1$ Traditional

1! $#$ 1!.4 1"%" #'! #5# Size

1% 1"1$ 1%.# 1"#7 ##' $1% High End

11 1'4! 14.1 %1"' 144% 1$!1 Traditional

" " " " " "

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Low 2ar:et High 2ar:et -nit( Sold Potential Sale(

15 1# 7'" 7'%17 %" #!# 1"!%

15 1$ #'" $'4

15 17 $!$ $'7

14 15 $5$ $$%

1% 14 1"1' 1!1!

$ 1! 1"4# 15"1

11 1! 1!'! 1#4%

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Share

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High 2ar:etShare

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High 2ar:etShare

High*orea(t

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17

15 1514

12

9

11

2019

17

15 1413 13

!ar"et S#are

760 838 860

93

762

1032964 96

Potential


57/68

2 ! 4 " 6 # 8

Low &ar'e% (ol)mn P High &ar'e%

1 2 ! 4

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58/68


59/68

959 1016 1048

1363

992

1313

1501

1842

s Actual Sales


60/68

" 6 # 8

Po%en%ial Sales


61/68

C%P) &D PSTE F"%M P,E - %F T+E +TM. /E"S*%& %F T+E CPST%&E C%0"*E"

6ame -nit( Sold 2T)* Prie

Able Low 1;7#% " %,%7,%"1# $.% 1%""" 4.7 15

)a:er Low 1;745 !%% 4,',%"1$ 5.% 1'""" '.5 1!.5

a:e Trad 1;4'! !!5 ',%5,%"%% %.1 14""" $ 11

8i9ie High 1;7$$ 17! 7,17,%"%% 1.4 %5""" 1'.' !.4

8oom Pfmn %;"7! 17! 7,14,%"%% 1.4 %7""" 17.# 1".1

8u(t Size 1;'17 %7$ 7,%!,%"%% 1.! 1$""" 1" %.%

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62/68

/=er3

time


63/68

C%P) &D PSTE F"%M P,E 12 %F T+E +TM. /E"S*%& %F T

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Share in0nits


64/68

*ume 1".1"+ 1.!"+ *ume

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65/68

E CPST%&E C%0"*E"

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!5.7"+ 1!.$"+ 1!.!"+ 1%.5"+ 1"".""+

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1%.%"+ 1.7"+ Al&ine 7!".4$ 1"!4.#'

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66/68

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67/68

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68/68

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