F6M2C0 a Annual Report P08

INDUSTRY F6M2C0 - FIRM A ANNUAL REPORT PERIOD 8

04/19/2023 Markstrat by StratX 5.1.0.5 - Copyright © 2010 by StratX 1/22

COMPANY REPORT

INDUSTRY F6M2C0 - FIRM ABased on scenario F6M2C0

PERIOD 8

Michael CapellaStrategic Marketing Management

1/25/2011 -->4/26/2011Villanova University

United States



COMPANY RESULTS

COMPANY SCORECARD

Unit Annual results Evolution since P0

Period 7 Period 8 %change

Market share

Total %$ 2.7% 3.9% 45.4% x 0.23 -16.6%

Sonite market %$ 3.2% 3.4% 6.4% x 0.20 -18.0%

Vodite market %$ 2.0% 4.4% 127.7% - -

Retail sales

Total K$ 34,926 56,666 62.2% x 0.87 -1.8%

Sonite market K$ 24,235 26,432 9.1% x 0.40 -10.7%

Vodite market K$ 10,691 30,234 182.8% - -

Contribution

Before marketing K$ 11,453 16,384 43.1% x 0.75 -3.5%

After marketing K$ 3,550 7,908 122.8% x 0.48 -8.9%

Net K$ 2,954 7,393 150.3% x 0.45 -9.5%

Cumulative net K$ 95,458 102,851 7.7% x 6.28 25.8%

Shareholder value

Stock price index Base 1000 494 543 9.9% x 0.54 -7.3%

Current return on investment Ratio 0.35 0.85 144.6% x 0.28 -14.6%

Cumulative return on investment Ratio 1.63 1.53 -6.2% x 0.51 -8.1%

COMPANY PERFORMANCE

Unit Total Sonite market Vodite market

Sales

Units sold U 98,706 62,986 35,720

Average retail price $ 574 420 846

Average selling price $ 362 261 540

Revenues K$ 35,741 16,452 19,288

Production

Units produced U 60,000 56,000 4,000

Cost of goods sold K$ -19,305 -8,071 -11,234

Inventory holding cost K$ -52 -48 -4

Inventory disposal loss K$ 0 0 0

Contribution before marketing K$ 16,384 8,333 8,051

Marketing

Advertising expenditures K$ -5,000 -3,300 -1,700

Advertising research expenditures K$ -930 -630 -300

Sales force K$ -2,546 -1,502 -1,044

Contribution after marketing K$ 7,908 2,901 5,007

Other expenses

Market research studies K$ -222 -171 -13

Research and development K$ 0 0 0

Interest paid K$ 0

Exceptional cost or profit K$ -293

Net contribution K$ 7,393

Next period budget K$ 8,850

INSTRUCTOR AND SIMULATION MESSAGES

Messages

The brand SAMA was withdrawn from the market this period. The obsolete inventories

were sold to a trading company at 80.0 % of transfer cost. The difference was charged

as an exceptional cost of K$61.

The brand SAGA was withdrawn from the market this period. The obsolete inventories

were sold to a trading company at 80.0 % of transfer cost. The difference was charged

as an exceptional cost of K$233.

Despite all the efforts made by the Production department, they were not able

to fullfill all the orders for brand SAAB this period. As a consequence, some

potential sales of this brand have been lost.

Ratio P8/P0

Average growth





BRAND RESULTS

CONTRIBUTION BY BRAND

Sonite Brands Unit Total SALT SAAB

Base R&D project PSALT PSALT

Sales

Units sold U 62,986 26,986 36,000

Average retail price $ 420 447 399

Average selling price $ 261 283 245

Revenues K$ 16,452 7,645 8,808

Production

Units produced U 56,000 20,000 36,000

Current unit transfer cost $ - 128 128

Average unit transfer cost $ 128 129 128


Units in inventory U 4,715 4,715 0

Inventory holding cost K$ -48 -48 0

Inventory disposal loss K$ 0 0 0

Contribution before marketing K$ 8,333 4,121 4,213

Marketing

Advertising expenditures K$ -3,300 -1,600 -1,700

Advertising research expenditures K$ -630 -300 -330

Sales force K$ -1,502 -840 -662


CONTRIBUTION BY BRAND

Vodite Brands Unit Total VASE

Base R&D project PVA01

Sales

Units sold U 35,720 35,720

Average retail price $ 846 846

Average selling price $ 540 540

Revenues K$ 19,288 19,288

Production

Units produced U 4,000 4,000

Current unit transfer cost $ - 309

Average unit transfer cost $ 314 314

Cost of goods sold K$ -11,234 -11,234

Units in inventory U 157 157

Inventory holding cost K$ -4 -4

Inventory disposal loss K$ 0 0

Contribution before marketing K$ 8,051 8,051

Marketing

Advertising expenditures K$ -1,700 -1,700

Advertising research expenditures K$ -300 -300

Sales force K$ -1,044 -1,044

Contribution after marketing K$ 5,007 5,007

MARKET SHARES AND DISTRIBUTION COVERAGE

Sonite Brands Unit Total SALT SAAB

Market shares %U 2.6% 1.1% 1.5%

%$ 3.4% 1.5% 1.8%

Distribution coverage in %

Specialty stores (26,818 outlets) % 51.0% 52.6%

Depart. stores (6,614 outlets) % 27.6% 15.7%

Mass Merchandis. (13,066 outlets) % 7.0% 3.0%



MARKET SHARES AND DISTRIBUTION COVERAGE

Vodite Brands Unit Total VASE

Market shares %U 3.4% 3.4%

%$ 4.4% 4.4%

Distribution coverage in %

Specialty stores (26,818 outlets) % 47.1%

Depart. stores (6,614 outlets) % 36.3%

Mass Merchandis. (13,066 outlets) % 25.9%



RESEARCH & DEVELOPMENT RESULTS

SONITE R&D PROJECTS

Physical Characteristics Base Cost $ Allocated Budget K$

Name Weight Design Volume Max Freq Power Current Minimum Cumulative Req. for

(Kg) (Index) (Dm3) (KHz) (W) realistic completion

PSAMA 18 3 75 25 12 87 58 1,500 Avail. in P-1

PSALT 13 8 40 40 75 201 181 2,500 Avail. in P-1

PSAGA 17 7 72 36 73 181 164 1,250 Avail. in P5

(*) Projects identified in bold have been completed in this period.

VODITE R&D PROJECTS

Physical Characteristics Base Cost $ Allocated Budget K$

Name Autonomy Max Freq Diameter Design Weight Current Minimum Cumulative Req. for

(M) (KHz) (Mm) (Index) (g) realistic completion

PVA01 75 14 64 6 58 276 276 8,700 Avail. in P5

(*) Projects identified in bold have been completed in this period.



CUMULATIVE RESULTS

CUMULATIVE BRAND RESULTS

Sales Production Marketing

Brand Units sold Retail sales Revenues Advertising Sales force

KU K$ K$ K$ K$ K$ K$ K$

SAMA 0 351 79,102 53,579 20,969 626 7,816 3,534 20,635

SALT 0 596 289,696 186,628 79,393 744 13,870 6,935 85,686

SAGA 1 191 40,624 27,535 10,840 1,085 6,590 3,179 5,842

SAAB 8 36 14,367 8,808 4,595 0 2,030 662 1,521

VASE 6 56 49,089 31,408 17,398 1,743 6,700 2,486 3,081

Total Sonite 1,174 423,789 276,550 115,797 2,454 30,306 14,309 113,683

Total Vodite 56 49,089 31,408 17,398 1,743 6,700 2,486 3,081

Total all markets 1,230 472,878 307,958 133,194 4,198 37,006 16,795 116,765

CUMULATIVE COMPANY PERFORMANCE

Unit Total Sonite market Vodite market

Sales

Units sold KU 1,230 1,174 56

Retail sales K$ 472,878 423,789 49,089

Revenues K$ 307,958 276,550 31,408

Production


Inventory holding and disposal cost K$ -4,198 -2,454 -1,743

Marketing

Total advertising expenditures K$ -37,006 -30,306 -6,700

Sales force expenditures K$ -16,795 -14,309 -2,486


Other expenses

Market research studies K$ -3,671 -2,548 -915

Research and development K$ -9,950 -1,250 -8,700

Interest paid K$ 0

Exceptional cost or profit K$ -293

Net contribution K$ 102,851

Results since period

Cost of goods sold

Inventory costs

Contrib. after mktg.



DECISION SUMMARY

DECISION SUMMARY - BRAND MANAGEMENT

Sonite Brands SALT SAAB

Base R&D project PSALT PSALT

Production planning KU 25 30

Inventory sold to trading company KU 0 0

Recommended retail price $ 450 400

Advertising budget K$ 1,600 1,700

Advertising research budget K$ 300 330

Buffs 0 100

Singles 0 0

Targeted segments in % Professionals 100 0

High earners 0 0

Others 0 0

Perceptual Objectives

Dimension 1 Performance Performance

Objective 1 [1,7] or [-20,+ 13.0 10.0

Dimension 2 Convenience Economy

Objective 2 [1,7] or [-20,+ 9.0 -7.0

DECISION SUMMARY - BRAND MANAGEMENT

Vodite Brands VASE

Base R&D project PVA01

Production planning KU 5

Inventory sold to trading company KU 0

Recommended retail price $ 860

Advertising budget K$ 1,700

Advertising research budget K$ 300

Innovators 0

Targeted segments in % Early Adopter 100

Followers 0

Perceptual Objectives

Dimension 1 Efficacy

Objective 1 [1,7] or [-20,+ 7.0

Dimension 2 Economy

Objective 2 [1,7] or [-20,+ -4.0

DECISION SUMMARY - SALES FORCE MANAGEMENT

Distribution Channels Specialty stores Depart. stores Mass Merchandis.

Number of salespeople 61 26 13

Sales force effort allocation by brand (%)

SALT 33 42 15

SAAB 33 19 8

VASE 34 38 77

TOTAL 100 100 100

DECISION SUMMARY - MARKET RESEARCH STUDIES

Study Market covered by study

All markets Sonite Vodite

Industry benchmarking Yes - -

Consumer survey - Yes No

Consumer panel - No No

Distribution panel - No No

Semantic scales - Yes Yes

Multidimensional scaling - Yes No

Market forecast - No No

Competitive advertising - Yes No

Competitive sales force - No No

Advertising experiment - No No

Sales force experiment - No No



Conjoint analysis - No No



DECISION SUMMARY - LOAN AND BUDGET MODIFICATION

Corporate finance department

Increase in budget K$ 0

Decrease in budget K$ 0

Bank

Capital borrowed K$ 0

Duration in number of periods

Interest rate %



NEWSLETTER


PERIOD 8



United States



STOCK MARKET AND KEY PERFORMANCE INDICATORS

STOCK MARKET

Firm Stock price index Market capitalization Net contribution (K$)

base 1000 K$ Period 8 Cumulative

E 4,606 1,527,057 208,453 831,639

U 1,835 608,439 80,935 276,225

I 1,404 465,615 37,128 290,461

O 1,155 382,947 35,083 236,940

Y 1,108 367,258 25,231 282,389

A 543 180,066 7,393 102,851

COMPANY KEY PERFORMANCE INDICATORS(period 8 values)

Unit A E I O U Y

Market share

Total %$ 3.9% 46.4% 12.6% 9.1% 20.7% 7.3%

Sonite market %$ 3.4% 40.5% 13.1% 17.0% 13.8% 12.2%

Vodite market %$ 4.4% 53.2% 12.1% 0.0% 28.6% 1.6%

Retail sales

Total K$ 56,666 677,435 184,146 132,672 302,102 106,519

Sonite market K$ 26,432 315,896 101,837 132,672 107,337 95,428

Vodite market K$ 30,234 361,539 82,310 0 194,765 11,091

Contribution

Before marketing K$ 16,384 233,290 51,614 44,883 94,411 39,681

After marketing K$ 7,908 209,124 37,267 36,788 83,835 25,561

Net K$ 7,393 208,453 37,128 35,083 80,935 25,231

Cumulative net K$ 102,851 831,639 290,461 236,940 276,225 282,389

Shareholder value

Stock price index Base 1000 543 4,606 1,404 1,155 1,835 1,108

Market capitalization K$ 180,066 1,527,057 465,615 382,947 608,439 367,258

Current return on investment Ratio 0.85 8.39 2.56 3.58 6.01 1.75

Cumulative return on investment Ratio 1.53 5.76 2.72 2.76 3.33 2.64

COMPANY KEY PERFORMANCE INDICATORS(% change from period 7 to period 8)

A E I O U Y

Market share

Total 45.4% -5.6% -14.6% -9.2% 65.2% -32.8%

Sonite market 6.4% 0.3% -5.4% 14.7% 33.4% -29.8%

Vodite market 127.7% -13.2% -25.0% -100.0% 83.7% -6.0%

Retail sales

Total 62.2% 5.4% -4.8% 1.3% 84.4% -25.0%

Sonite market 9.1% 2.8% -3.0% 17.5% 36.8% -28.0%

Vodite market 182.8% 7.8% -6.8% -100.0% 128.2% 16.8%

Contribution

Before marketing 43.1% -5.0% -3.0% 34.7% 105.5% -27.4%

After marketing 122.8% -6.8% 1.2% 47.0% 127.0% -30.4%

Net 150.3% -5.8% 2.3% 43.2% 129.4% -30.1%

Cumulative net 7.7% 33.4% 14.7% 17.4% 41.4% 9.8%

Shareholder value

Stock price index 9.9% 2.0% -4.2% 1.1% 46.5% -15.8%

Market capitalization 9.9% 2.0% -4.2% 1.1% 46.5% -15.8%

Current return on investment 144.6% -7.6% 19.7% 29.0% 81.3% -10.2%

Cumulative return on investment -6.2% 10.5% -0.9% 4.0% 18.5% -5.0%



ECONOMIC VARIABLES AND COSTS

ECONOMIC VARIABLES

Unit Actual value Forecast value %change

Period 8 Period 9

GNP growth rates % 2.0% 2.0% 0.0%

Inflation rate % 2.0% 2.0% 0.0%

Production

Inventory holding cost per annum % transf. cost 8.0% 8.0% 0.0%

Loss incurred for inventory disposal % transf. cost 20.0% 20.0% 0.0%

Sales force

Salesperson operating cost $ 25,336 25,842 2.0%

Salesperson hiring and training cost $ 3,800 3,876 2.0%

Salesperson firing cost $ 6,334 6,461 2.0%

COST OF MARKET RESEARCH STUDIES NEXT PERIOD(all numbers in K$)

Study Market covered by study

All markets Sonite Vodite

Industry benchmarking 39

Consumer survey 78 52

Consumer panel 129 90

Distribution panel 78 65

Semantic scales 13 13

Multidimensional scaling 45 45

Market forecast 26 26

Competitive advertising 39 39

Competitive sales force 19 19

Advertising experiment 32 32

Sales force experiment 45 45

Conjoint analysis 45 45

Total market 39 549 471

Total if all studies ordered 1,059



INFORMATION ON SONITE MARKET

CHARACTERISTICS OF MARKETED SONITE BRANDS

Physical characteristics

Firm Brand New or Weight Design Volume Max Freq Power Base cost Retail price

Modified (Kg) (Index) (Dm3) (KHz) (W) ($) ($)

A SALT No 13 8 40 40 75 201 450

SAAB New 13 8 40 40 75 201 400

E SEMI No 16 6 70 24 26 90 230

SELF Cost impr. 14 8 47 30 54 145 470

SELL Cost impr. 13 8 40 40 75 183 425

SEXY Cost impr. 15 7 55 36 66 159 265

SEED No 13 8 47 42 83 193 530

I SIRO No 20 3 84 24 30 94 229

SIBI No 16 9 68 25 56 200 470

SIBO No 13 8 40 40 75 201 525

SISA No 18 8 73 35 69 162 280

O SOLD No 18 3 75 25 12 87 225

SONO No 15 8 50 43 84 194 535

SOSO No 18 7 72 33 67 154 307

SOHI No 13 8 40 40 75 201 485

U SUSI Modified 20 7 100 20 37 99 245

SULI No 13 8 40 40 75 201 475

SUCK No 15 6 60 38 60 170 265

Y SYGU No 18 3 75 25 12 87 225

SYCA No 13 8 40 40 75 201 510

SYCO No 16 9 72 33 68 189 465

INFORMATION ON SONITE MARKET - SALES AND MARKET SHARES

Firm Brand Volume sold Retail sales

Period 7 Period 8 Change Share Period 7 Period 8 Change Share

U U % %U K$ K$ % %$

A SALT 31,865 26,986 -15.3% 1.1% 14,190 12,065 -15.0% 1.5%

SAAB 0 36,000 - 1.5% 0 14,367 - 1.8%

E SEMI 540,000 600,000 11.1% 25.0% 117,625 130,354 10.8% 16.7%

SELF 213,815 218,762 2.3% 9.1% 100,601 101,962 1.4% 13.1%

SELL 43,726 38,429 -12.1% 1.6% 17,936 16,247 -9.4% 2.1%

SEXY 155,917 135,292 -13.2% 5.6% 43,569 35,061 -19.5% 4.5%

SEED 52,797 62,031 17.5% 2.6% 27,543 32,271 17.2% 4.1%

I SIRO 37,625 29,772 -20.9% 1.2% 8,222 6,461 -21.4% 0.8%

SIBI 58,281 51,161 -12.2% 2.1% 27,109 23,807 -12.2% 3.1%

SIBO 80,304 62,024 -22.8% 2.6% 41,450 31,893 -23.1% 4.1%

SISA 104,431 144,579 38.4% 6.0% 28,193 39,676 40.7% 5.1%

O SOLD 6,020 6,888 14.4% 0.3% 1,291 1,475 14.3% 0.2%

SONO 100,146 113,888 13.7% 4.7% 51,752 59,744 15.4% 7.7%

SOSO 192,021 233,474 21.6% 9.7% 57,799 70,052 21.2% 9.0%

SOHI 4,253 2,947 -30.7% 0.1% 2,024 1,400 -30.8% 0.2%

U SUSI 42,344 201,600 376.1% 8.4% 8,823 46,581 427.9% 6.0%

SULI 45,954 24,922 -45.8% 1.0% 21,586 11,697 -45.8% 1.5%

SUCK 174,529 188,740 8.1% 7.9% 48,063 49,059 2.1% 6.3%

Y SYGU 43,304 40,456 -6.6% 1.7% 9,318 8,677 -6.9% 1.1%

SYCA 118,492 82,060 -30.7% 3.4% 59,479 41,112 -30.9% 5.3%

SYCO 138,626 99,081 -28.5% 4.1% 63,825 45,640 -28.5% 5.9%

Total Sonite market 2,234,481 2,399,092 7.4% 100.0% 760,441 779,601 2.5% 100.0%



INFORMATION ON VODITE MARKET

CHARACTERISTICS OF MARKETED VODITE BRANDS

Physical characteristics

Firm Brand New or Autonomy Max Freq Diameter Design Weight Base cost Retail price

Modified (M) (KHz) (Mm) (Index) (g) ($) ($)

A VASE No 75 14 64 6 58 276 860

E VEAL Modified 76 14 40 7 46 324 630

VETO No 70 14 44 7 46 315 710

VEST Modified 76 14 40 7 46 324 630

I VIAA No 70 14 60 6 45 347 750

VIIA No 70 14 60 6 45 347 890

VIFA No 71 13 55 3 85 270 660

U VULV No 60 12 30 5 30 331 630

Y VYOU No 70 10 40 4 46 292 680

VYUZ No 70 10 40 4 46 292 690

INFORMATION ON VODITE MARKET - SALES AND MARKET SHARES

Firm Brand Volume sold Retail sales

Period 7 Period 8 Change Share Period 7 Period 8 Change Share

U U % %U K$ K$ % %$

A VASE 11,391 35,720 213.6% 3.4% 10,691 30,234 182.8% 4.4%

E VEAL 11,478 185,970 1520.2% 17.5% 9,598 112,017 1067.1% 16.5%

VETO 97,405 156,914 61.1% 14.7% 71,945 109,672 52.4% 16.1%

VEST 390,046 231,850 -40.6% 21.8% 253,923 139,849 -44.9% 20.6%

I VIAA 59,438 32,134 -45.9% 3.0% 43,742 23,540 -46.2% 3.5%

VIIA 28,070 31,453 12.1% 3.0% 24,755 27,781 12.2% 4.1%

VIFA 30,237 49,459 63.6% 4.6% 19,862 30,989 56.0% 4.6%

U VULV 132,987 324,000 143.6% 30.4% 85,353 194,765 128.2% 28.6%

Y VYOU 8,537 9,971 16.8% 0.9% 5,570 6,471 16.2% 1.0%

VYUZ 5,925 7,009 18.3% 0.7% 3,928 4,620 17.6% 0.7%

Total Vodite market 800,585 1,064,479 33.0% 100.0% 547,462 679,939 24.2% 100.0%



MARKET RESEARCH STUDIES


PERIOD 8



United States



INDUSTRY BENCHMARKING

BENCHMARKING - ESTIMATED OVERALL PERFORMANCE

Unit A E I O U Y

Sales

Retail sales K$ 56,666 677,435 184,146 132,672 302,102 106,519

Revenues K$ 35,741 451,284 120,326 86,006 204,472 69,994

Production

Cost of goods sold K$ -19,305 -211,310 -66,602 -41,112 -109,928 -27,861

Inventory holding cost K$ -52 -4,888 -2,109 -11 -89 -2,452

Inventory disposal loss K$ 0 -1,796 0 0 -43 0

Contribution before marketing K$ 16,384 233,290 51,614 44,883 94,411 39,681

Marketing

Advertising expenditures K$ -5,000 -15,000 -7,990 -4,383 -6,250 -9,272

Advertising research expenditures K$ -930 -1,960 -1,600 -900 -506 -1,200

Sales force K$ -2,546 -7,205 -4,757 -2,812 -3,821 -3,648

Contribution after marketing K$ 7,908 209,124 37,267 36,788 83,835 25,561

Other expenses

Market research studies K$ -222 -671 -139 -355 -500 -329

Research and development K$ 0 0 0 -1,350 -2,400 0

Interest paid K$ 0 0 0 0 0 0

Exceptional cost or profit K$ -293 0 0 0 0 0

Net contribution K$ 7,393 208,453 37,128 35,083 80,935 25,231

Next period budget K$ 8,850 25,350 14,850 14,050 25,350 10,100

BENCHMARKING - ESTIMATED PERFORMANCE IN SONITE MARKET

Unit A E I O U Y

Sales

Retail sales K$ 26,432 315,896 101,837 132,672 107,337 95,428

Revenues K$ 16,452 210,630 66,525 86,006 71,753 62,460

Production

Cost of goods sold K$ -8,071 -93,394 -36,361 -41,112 -38,414 -22,854

Inventory holding cost K$ -48 -529 -755 -11 -89 -1,028

Inventory disposal loss K$ 0 -957 0 0 -43 0

Contribution before marketing K$ 8,333 115,751 29,409 44,883 33,207 38,579

Marketing

Advertising expenditures K$ -3,300 -6,000 -3,590 -4,383 -4,250 -6,372

Advertising research expenditures K$ -630 -860 -775 -900 -356 -600

Sales force K$ -1,502 -3,394 -2,609 -2,812 -2,538 -2,534

Contribution after marketing K$ 2,901 105,497 22,435 36,788 26,063 29,073

BENCHMARKING - ESTIMATED PERFORMANCE IN VODITE MARKET

Unit A E I O U Y

Sales

Retail sales K$ 30,234 361,539 82,310 0 194,765 11,091

Revenues K$ 19,288 240,654 53,800 0 132,719 7,533

Production

Cost of goods sold K$ -11,234 -117,917 -30,242 0 -71,514 -5,007

Inventory holding cost K$ -4 -4,359 -1,354 0 0 -1,424

Inventory disposal loss K$ 0 -838 0 0 0 0

Contribution before marketing K$ 8,051 117,539 22,205 0 61,204 1,102

Marketing

Advertising expenditures K$ -1,700 -9,000 -4,400 0 -2,000 -2,900

Advertising research expenditures K$ -300 -1,100 -825 0 -150 -600

Sales force K$ -1,044 -3,812 -2,147 0 -1,282 -1,115

Contribution after marketing K$ 5,007 103,628 14,833 0 57,772 -3,513



CONSUMER SURVEY - SONITE MARKET

CONSUMER SURVEY - BRAND AWARENESS BY SEGMENT

Firm Brand Buffs Singles Pros HiEarners Others Total

A SALT 51.7% 46.0% 67.5% 58.3% 40.1% 48.8%

SAAB 44.2% 9.6% 12.8% 10.7% 7.6% 11.0%

E SEMI 44.5% 49.8% 44.1% 43.0% 61.1% 52.0%

SELF 45.9% 41.8% 51.5% 64.3% 38.1% 45.4%

SELL 58.8% 19.3% 21.6% 17.8% 13.6% 19.0%

SEXY 30.4% 47.8% 28.3% 25.9% 23.5% 31.7%

SEED 29.3% 21.8% 62.2% 30.8% 20.3% 28.4%

I SIRO 41.6% 46.7% 39.6% 38.5% 56.5% 48.0%

SIBI 51.6% 48.4% 56.6% 63.8% 44.6% 50.6%

SIBO 42.8% 38.3% 63.8% 40.4% 33.9% 40.5%

SISA 30.9% 44.5% 25.8% 24.0% 20.1% 28.9%

O SOLD 32.4% 41.5% 29.9% 30.4% 41.3% 37.7%

SONO 60.7% 49.2% 76.6% 56.8% 43.8% 52.5%

SOSO 39.7% 58.3% 37.1% 33.7% 37.3% 42.8%

SOHI 27.5% 22.4% 32.9% 42.8% 21.1% 26.8%

U SUSI 41.9% 48.3% 42.0% 40.7% 60.5% 50.6%

SULI 49.6% 44.2% 66.9% 51.2% 38.0% 46.2%

SUCK 37.9% 58.3% 33.8% 31.4% 25.7% 37.5%

Y SYGU 50.1% 54.6% 47.5% 44.7% 66.5% 56.4%

SYCA 63.0% 55.9% 77.6% 61.3% 48.6% 57.2%

SYCO 38.7% 31.6% 49.5% 70.6% 29.9% 39.8%

CONSUMER SURVEY - PURCHASE INTENTIONS


A SALT 6.0% 0.1% 3.0% 1.6% 0.3% 1.2%

SAAB 25.3% 0.0% 0.1% 0.3% 0.1% 1.6%

E SEMI 0.2% 0.3% 0.0% 0.1% 55.4% 21.0%

SELF 1.7% 0.1% 0.3% 53.7% 0.3% 9.4%

SELL 47.9% 0.1% 0.2% 0.5% 0.1% 3.1%

SEXY 0.2% 19.7% 0.0% 0.1% 0.8% 5.4%

SEED 0.9% 0.0% 22.2% 0.4% 0.1% 3.1%

I SIRO 0.2% 0.1% 0.0% 0.1% 3.2% 1.3%

SIBI 1.8% 0.1% 0.5% 13.1% 0.3% 2.5%

SIBO 1.7% 0.1% 20.0% 0.7% 0.2% 3.0%

SISA 0.2% 24.2% 0.0% 0.1% 0.5% 6.5%

O SOLD 0.1% 0.1% 0.0% 0.1% 2.2% 0.9%

SONO 1.8% 0.1% 27.4% 0.7% 0.2% 4.0%

SOSO 0.4% 28.6% 0.0% 0.1% 1.1% 7.9%

SOHI 1.4% 0.0% 1.0% 2.0% 0.1% 0.6%

U SUSI 0.2% 0.2% 0.0% 0.1% 30.2% 11.5%

SULI 4.7% 0.1% 5.6% 1.1% 0.2% 1.3%

SUCK 0.3% 25.7% 0.0% 0.1% 0.8% 7.0%

Y SYGU 0.2% 0.2% 0.0% 0.1% 3.4% 1.4%

SYCA 2.5% 0.1% 19.3% 1.1% 0.2% 3.0%

SYCO 2.3% 0.1% 0.3% 23.9% 0.3% 4.4%

Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%

CONSUMER SURVEY - SHOPPING HABITS

Segment Specialty stores Depart. stores Mass Merchandis. Total

Buffs 57.3% 21.8% 20.9% 100.0%

Singles 33.6% 33.6% 32.7% 100.0%

Professionals 40.5% 26.8% 32.7% 100.0%

High earners 32.7% 50.0% 17.3% 100.0%

Others 13.6% 33.6% 52.8% 100.0%

Total 27.9% 34.8% 37.4% 100.0%



SEMANTIC SCALES - SONITE MARKET

SEMANTIC SCALES - IDEAL VALUES (1 TO 7)

Segment Weight Design Volume Max Freq Power Price

Buffs 3.91 3.15 3.09 5.58 5.42 5.01

Singles 5.60 4.94 5.09 5.33 5.25 2.26

Pros 3.53 5.65 3.23 5.99 5.89 6.46

HiEarners 4.71 6.19 4.70 3.69 4.27 5.57

Others 5.19 4.20 5.95 3.57 2.69 2.09

Importance of characteristic (1) 1 4 2 3 6 10

(1) On a scale from 1 to 10 - 1 = Not important - 10 = Very important

SEMANTIC SCALES - BRAND PERCEPTIONS (1 TO 7)

Firm Brand Weight Design Volume Max Freq Power Price

A SALT 2.73 5.43 2.48 5.81 5.39 5.70

SAAB 2.69 5.66 2.39 5.74 5.46 5.11

E SEMI 4.71 3.50 4.77 3.57 2.58 2.15

SELF 3.28 5.61 2.90 4.43 4.08 5.60

SELL 2.79 4.96 2.59 5.74 5.46 5.00

SEXY 4.04 4.49 3.62 5.26 5.00 2.14

SEED 2.72 5.55 2.94 5.98 5.96 6.39

I SIRO 6.50 1.50 5.67 3.49 2.36 2.22

SIBI 4.20 6.13 4.14 4.07 4.47 5.95

SIBO 2.71 5.46 2.45 5.84 5.70 6.24

SISA 5.93 5.52 5.16 5.12 5.38 2.19

O SOLD 5.89 1.50 5.24 3.59 1.66 2.22

SONO 3.88 5.66 3.17 6.06 5.98 6.39

SOSO 5.89 5.07 5.01 4.84 5.19 2.40

SOHI 2.69 5.66 2.39 5.21 5.00 6.05

U SUSI 6.50 3.91 6.29 3.12 2.39 2.35

SULI 2.73 5.37 2.47 5.79 5.61 5.78

SUCK 3.88 4.07 3.76 5.63 4.91 2.12

Y SYGU 5.89 1.50 5.24 3.67 2.09 2.10

SYCA 2.70 5.56 2.42 5.57 5.73 6.24

SYCO 4.72 6.27 4.58 4.56 4.44 5.50



MULTIDIMENSIONAL SCALING - SONITE MARKET

MULTIDIMENSIONAL SCALING - IDEAL VALUES (-20 TO +20)

Segment Economy Performance Convenience

Buffs -6.7 9.8 -2.7

Singles 11.6 8.5 1.8

Pros -16.4 12.8 9.1

HiEarners -10.5 0.8 8.8

Others 12.7 -7.3 -2.4

MULTIDIMENSIONAL SCALING - BRAND PERCEPTIONS (-20 TO +20)

Firm Brand Economy Performance Convenience

A SALT -11.4 10.0 9.6

SAAB -7.4 10.2 10.8

E SEMI 12.3 -7.8 -3.8

SELF -10.7 1.1 9.5

SELL -6.7 10.2 7.2

SEXY 12.4 7.1 2.8

SEED -15.9 13.1 9.5

I SIRO 11.9 -9.0 -16.4

SIBI -13.0 2.5 9.6

SIBO -15.0 11.6 9.7

SISA 12.0 8.8 4.3

O SOLD 11.9 -12.4 -15.5

SONO -16.0 13.3 8.9

SOSO 10.7 7.3 2.4

SOHI -13.7 7.0 10.8

U SUSI 11.0 -9.5 -5.2

SULI -11.9 11.0 9.3

SUCK 12.5 7.2 0.7

Y SYGU 12.7 -10.1 -16.9

SYCA -14.9 11.3 10.3

SYCO -10.0 3.1 9.3

MULTIDIMENSIONAL SCALINGINFLUENCE OF PRODUCT CHARACTERISTICS ON MDS DIMENSIONS

Weight Design Volume Max Freq Power Price

(Kg) (Index) (Dm3) (KHz) (W) ($)

Economy Slight Slight Slight Slight Slight Very strong

Performance Slight Slight Slight Strong Strong Slight

Convenience Moderate Strong Moderate Slight Moderate Slight



COMPETITIVE ADVERTISING - SONITE MARKET

COMPETITIVE ADVERTISING - ESTIMATED TOTAL EXPENDITURES(all numbers in K$)


A SALT 150 150 1,200 150 150 1,800

SAAB 1,300 200 200 200 200 2,100

TOTAL 1,450 350 1,400 350 350 3,900

E SEMI 100 100 100 100 700 1,100

SELF 100 100 100 850 100 1,250

SELL 550 100 100 100 100 950

SEXY 150 900 150 150 150 1,500

SEED 200 200 1,350 200 200 2,150

TOTAL 1,100 1,400 1,800 1,400 1,250 6,950

I SIRO 100 100 100 100 750 1,150

SIBI 100 100 100 600 100 1,000

SIBO 100 100 600 100 100 1,000

SISA 100 900 100 100 100 1,300

TOTAL 400 1,200 900 900 1,050 4,450

O SOLD 0 0 0 0 50 50

SONO 300 250 1,600 250 250 2,650

SOSO 200 1,300 200 200 500 2,400

SOHI 50 0 50 50 0 150

TOTAL 550 1,550 1,850 500 800 5,250

U SUSI 150 150 150 150 1,200 1,800

SULI 150 100 650 100 100 1,100

SUCK 150 1,050 150 150 150 1,650

TOTAL 450 1,300 950 400 1,450 4,550

Y SYGU 250 250 250 250 1,700 2,700

SYCA 250 250 1,050 300 200 2,050

SYCO 200 200 350 1,350 200 2,300

TOTAL 700 700 1,650 1,900 2,100 7,050

TOTAL 4,650 6,500 8,550 5,450 7,000 32,150

AVERAGE BY BRAND 221 310 407 260 333 1,531

AVERAGE BY FIRM 775 1,083 1,425 908 1,167 5,358



SEMANTIC SCALES - VODITE MARKET

SEMANTIC SCALES - IDEAL VALUES (1 TO 7)

Segment Autonomy Max Freq Diameter Design Weight Price

Innovs 5.64 5.39 4.02 4.09 3.78 5.27

Adopters 5.23 5.12 3.12 4.72 3.49 4.64

Followers 5.21 4.10 3.49 4.74 4.04 4.11

Importance of characteristic (1) 5 10 3 3 2 7

(1) On a scale from 1 to 10 - 1 = Not important - 10 = Very important

SEMANTIC SCALES - BRAND PERCEPTIONS (1 TO 7)

Firm Brand Autonomy Max Freq Diameter Design Weight Price

A VASE 5.82 5.30 4.58 3.56 4.19 5.44

E VEAL 5.58 4.58 3.27 4.20 3.50 4.05

VETO 5.23 5.08 3.15 4.55 3.29 4.72

VEST 5.19 4.76 3.14 4.65 3.45 3.94

I VIAA 5.21 4.95 4.41 3.69 3.23 4.99

VIIA 5.55 5.30 4.41 3.53 3.23 5.40

VIFA 5.17 4.36 4.00 1.50 6.08 4.38

U VULV 4.43 4.41 2.29 2.82 2.27 3.69

Y VYOU 5.22 3.31 2.88 1.78 3.30 4.43

VYUZ 5.22 3.27 2.88 1.78 3.30 4.89

Documents

F6M2C0 a Annual Report P08