MARKSTRAT ONLINE DECISION FORM

FIRM ___________________ PERIOD ________

SONITES - BRAND MANAGEMENT

Sonite Brands S___ S___ S___ S___ S___
Base R&D project PS___ PS___ PS___ PS___ PS___
Production planning KU
Inventory sold to trading co. KU
Recommended retail price $
Advertising budget K$
Advertising research budget K$
Buffs % % % % %
Targeted Singles % % % % %
segments Professionals % % % % %
in % High earners % % % % %
Others % % % % %
TOTAL 100% 100% 100% 100% 100%
Perceptual objectives: Dimension 1
Semantic scales Value 1
(value: 1 to 7) Dimension 2
MDS (value: -20 to +20) Value 2

VODITES - BRAND MANAGEMENT

Vodite Brands V___ V___ V___ V___ V___
Base R&D project PV___ PV___ PV___ PV___ PV___
Production planning KU
Inventory sold to trading co. KU
Recommended retail price $
Advertising budget K$
Advertising research budget K$
Targeted Innovators % % % % %
segments Early adopters % % % % %
in % Followers % % % % %
TOTAL 100% 100% 100% 100% 100%
Perceptual objectives: Dimension 1
Semantic scales Value 1
(value: 1 to 7) Dimension 2
MDS (value: -20 to +20) Value 2

SONITES AND VODITES - SALES FORCE MANAGEMENT

Distribution Channels Specialty stores Department stores Mass merchandisers
Number of salespersons
S___ % % %
S___ % % %
S___ % % %
Salesforce S___ % % %
effort S___ % % %
allocation V___ % % %
by brand (%) V___ % % %
V___ % % %
V___ % % %
V___ % % %
TOTAL 100% 100% 100%
SONITES - R&D PROJECTS
characteristics
Project Expenditures weight design volume max freq. power base cost
Name K$ (10-20) (3-10) (20-100) (5-50) (5-100) (min. 10)
PS___
PS___
PS___
PS___
PS___

VODITES - R&D PROJECTS

characteristics
Project Expenditures autonomy max freq. diameter design weight base cost
Name K$ (5-100) (5-20) (10-100) (3-10) (10-100) (min. 10)
PV___
PV___
PV___
PV___
PV___

MARKET RESEARCH STUDIES

Study Market covered by study:
Sonite Vodite All markets
Industry benchmarking
Consumer survey
Consumer panel
Distribution panel
Semantic scales
Multidimensional scaling
Market forecast
Competitive advertising
Competitive sales force
Advertising experiment
Sales force experiment
Conjoint analysis