Background Note - Industry Banana Report PDF

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Company Dashboard – Firm Merlins – Industry Banana – Period 8
SPI Revenues (M$) Earnings Before Taxes (M$)
Total Market Share (%$) Market Share – Sonites & Vodites (%$)
Brand Revenues (M$) Brand Contribuៀ�on (M$)
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Financial Report – Firm Merlins – Period 8
The financial statements of firm Merlins published for Period 8 have been prepared on December 31st, Period 8 in accordance with Internaៀ�onal Financial
Reporៀ�ng Standards (IFRS), as adopted in the Markstrat world.
Company Profit & Loss Statement
The table below shows the evoluៀ�on of firm Merlins financial results in thousands of dollars, as well as the cumulaៀ�ve results since Period 0.
Period 8 Period 7 Period 6 Period 5 Period 4 Cumulaៀ�ve

Revenues 144,440 109,648 93,271 83,409 92,601 737,448
Cost of goods sold ‐56,586 ‐44,551 ‐38,857 ‐34,640 ‐37,899 ‐300,595
Inventory costs ‐140 ‐103 ‐531 ‐262 ‐575 ‐1,696
Contribuៀ�on before markeៀ�ng 87,715 64,993 53,883 48,508 54,127 435,157
Adverៀ�sing expenditures ‐14,180 ‐11,978 ‐8,253 ‐3,904 ‐9,409 ‐70,048
Commercial costs ‐3,800 ‐3,835 ‐3,827 ‐2,626 ‐2,897 ‐22,619
Contribuៀ�on aퟃ�er markeៀ�ng 69,734 49,180 41,802 41,977 41,821 342,489
Market research studies ‐760 ‐746 ‐720 ‐740 ‐494 ‐5,074
Research and development ‐710 0 0 ‐9,230 0 ‐12,410
Loan reimbursed 0 0 0 0 0 0
Loan received 0 0 0 0 0 0
Loan interests paid 0 0 0 0 0 0
Excepៀ�onal cost or profit 0 0 0 0 0 0
Earnings before taxes 68,264 48,435 41,082 32,008 41,327 325,006
Revenues & EBT Evoluៀ�on Cost Evoluៀ�on ‐ By Category (%Revenue)
Market Contribuៀ�on
The table below shows a comparison of the net contribuៀ�on generated by the two markets where firm Merlins is markeៀ�ng products.
Sonites Vodites
Revenues 74,222 70,218
Cost of goods sold ‐29,307 ‐27,278
Inventory costs ‐140 0
Contribuៀ�on before markeៀ�ng 44,775 42,940
Adverៀ�sing expenditures ‐8,860 ‐5,320
Commercial costs ‐2,516 ‐1,284
Contribuៀ�on aퟃ�er markeៀ�ng 33,398 36,336
Market research studies ‐418 ‐342
Research and development ‐710 0
Net contribuៀ�on 32,270 35,994
Revenues Net Contribuៀ�on
Brand contribuៀ�on
The table below shows a comparison of the net contribuៀ�on generated by the brands marketed by firm Merlins in Period 8.
MODE MOON MOST MOVE MEAD

Sonites Sonites Sonites Sonites Vodites
Revenues 6,485 22,699 17,912 27,126 70,218
Cost of goods sold ‐5,288 ‐7,610 ‐7,666 ‐8,744 ‐27,278
Inventory holding cost 0 0 0 ‐140 0
Inventory disposal loss 0 0 0 0 0
Contribuៀ�on before markeៀ�ng 1,198 15,089 10,246 18,242 42,940
Adverៀ�sing media ‐700 ‐1,900 ‐2,950 ‐2,500 ‐4,780
Adverៀ�sing research ‐100 ‐170 ‐240 ‐300 ‐540
Commercial costs ‐308 ‐488 ‐1,027 ‐693 ‐1,284
Contribuៀ�on aퟃ�er markeៀ�ng 89 12,531 6,029 14,749 36,336
Revenues Contribuៀ�on aퟃ�er Markeៀ�ng
Note: brands with low revenues or contribu贀on (< 5% total) are not shown on this chart
Markeៀ�ng results
The secៀ�on below provides key markeៀ�ng results for each of your marketed brands
Market Shares

Volume Market Share 2.0 % 3.3 % 7.4 % 3.6 % 24.5 %
Value Market Share 1.6 % 5.7 % 4.3 % 6.8 % 26.9 %
Volume sold
The table below provides the volume sold for each of your marketed brands in each of the three distribuៀ�on channels. Sales are given in thousands of units.

Specialty stores 10 40 28 46 44
Mass Merch. 22 10 96 11 72
Online Stores 11 20 33 20 46
Distribuៀ�on Coverage
The distribuៀ�on coverage figures in the chart and table below represent the proporៀ�on of distributors who carry a given product. The report gives the informaៀ�on
for each brand currently on the market. The number of distributors in each distribuៀ�on channel is provided as well.

Specialty stores 9 % 33 % 34 % 46 % 37 %
Mass Merch. 21 % 16 % 43 % 14 % 49 %
Online Stores 15 % 22 % 36 % 27 % 38 %
Specialty stores Mass Merch. Online Stores

Number of distributors 8,444 7,166 1,194
Brand prices
The table below shows the prices in $ of your marketed brands. The Recommended Retail Price is the price that you specified in your markeៀ�ng mix decisions. The
Average Retail Price is the average end‐user price, taking into account the discount offered by distributors. Finally, the Average Selling Price is equal to the Average
Retail Price minus the distribuៀ�on margins.

Recommended Retail Price $ 240 $ 520 $ 180 $ 570 $ 690
Average Retail Price $ 224 $ 505 $ 167 $ 554 $ 650
Average Selling Price $ 152 $ 324 $ 114 $ 354 $ 436
Producៀ�on Report – Firm Merlins – Period 8
The report below provides with informaៀ�on on producៀ�on levels and producៀ�on costs for each of the brands marketed in Period 8.
Sales, Producៀ�on and Inventory
The chart below shows the units sold , the producៀ�on level and inventory level for each of your brands at the end of Period 8.All numbers are given in thousands
of units.
Despite all the efforts made by the Producៀ�on department, they were not able to fullfill all the orders for MODE this period. As a consequence, some potenៀ�al sales of MODE have
been lost.
The table below provides you with addiៀ�onal details such as planned producៀ�on versus the actual one, and the inventory levels at the beginning and at the end of
Period 8.All numbers are given in thousands of units.
MOST MOVE MODE MOON MEAD

Units sold 157 77 43 70 161
Producៀ�on Plan (your decision) 145 110 30 85 140
Producៀ�on 157 88 36 70 161
Inventory at beginning of period 0 4 7 0 0
Inventory at end of period 0 15 0 0 0
Unit Cost, COGS and Inventory Holding Cost
The table below shows the unit transfer cost for each of yourmarketed brands. The “current“ unit cost is the cost of the most recently produced units, while the
“average” unit cost takes into account the units that were in your inventory at the beginning of the period. Unit transfer costs are given in $; units sold in
thousands of units.
COGS (Cost of Goods Sold) are equal to “Units sold” x “Average unit transfer cost”. COGS are given in thousands of $. Finally, this table shows the costs incurred for
holding your inventory(storage cost, cost of capital, …). Inventory holding cost is equal to: “Units in inventory” x “Average unit transfer cost” x 8%. It is given in
thousands of $.
MOST MOVE MODE MOON MEAD

Current unit transfer cost 49 114 123 109 169
Average unit transfer cost 49 114 124 109 169
Units sold 157 77 43 70 161
COGS 7,666 8,744 5,288 7,610 27,278
Inventory holding cost 0 140 0 0 0
R&D Report – Firm Merlins – Sonites Market – Period 8
This report provides informaៀ�on on the acៀ�viៀ�es conducted for your division by the R&D department during Period 8.
Projects completed in Period 8
The projects listed below have just been completed and can be used to launch new brands or upgrade new ones
Physical Characterisៀ�cs Base Cost in $ Cumulaៀ�ve Budget

Available Since
Features (1) Design (2) Baퟀ�ery (3) Display (4) Power (5) Current Minimum (K$)
POMOST2 Period 8 16 7 35 26 17 88 88 710
(1) Features (Number of): From 5 To 20. (2) Design (Index): From 3 To 10. (3) Ba៲�ery (Hour): From 24 To 96. (4) Display (Inch): From 4 To 40. (5) Power (Gflops): From 5 To 100.
Projects completed in past periods
The projects listed below have been completed in past periods. The ones at the top are currently used as the producៀ�on plaៀ�orm of one or several of your
marketed brands. The ones in italic, if any, are either no longer used or have never been used to produce a brand.
Available Physical Characterisៀ�cs Base Cost in $ Cumulaៀ�ve Plaៀ�orm of

Since Features (1) Design (2) Baퟀ�ery (3) Display (4) Power (5) Current Minimum Budget (K$) Brand
POMODE Period 3 20 7 85 25 55 155 151 1,350 MODE
POMOON Period 3 10 7 35 25 60 144 141 1,120 MOON
POMOST Period 0 18 3 75 25 12 87 77 1,500 MOST
POMOVE Period 0 13 8 40 40 75 201 181 2,500 MOVE
Projects parៀ�ally developed in Period 8
You have no parៀ�ally completed projects.
Shelved projects
You have no shelved projects.
R&D Report – Firm Merlins – Vodites Market – Period 8
No projects have been completed in Period 8.
Physical Characterisៀ�cs Base Cost in $
Available Cumulaៀ�ve Plaៀ�orm of
Since Resoluៀ�on Connecៀ�vity Budget (K$) Brand
Energy (2) Carbon (3) Apps (5) Current Minimum
(1) (4)
PEMEAD Period 5 40 15 5 7 5 217 214 9,230 MEAD
(1) Resolu贀on (L/mm): From 20 To 100. (2) Energy (BC/Wh): From 10 To 100. (3) Carbon (Kg): From 5 To 50. (4) Connec贀vity (Index): From 3 To 10. (5) Apps (Number of): From 5 To
100.
Shelved projects
Decision Review – Firm Merlins – Sonites Market – Period 8
This report provides a review of the decisions made by firm Merlins at the beginning of Period 8.
Resource Allocaៀ�on Overview
The three charts below show how resources have been allocated across markets, funcៀ�ons and brands. All numbers are given in thousands of dollars.
Resource Allocaៀ�on by Market Resource Allocaៀ�on by Funcៀ�on – Sonites Brands
Resource Allocaៀ�on by Brand
R&D projects
The table below lists the projects which the R&D Department will develop in Period 8
Allocated
Requested
Project Objecៀ�ve Features (1) Design (2) Baퟀ�ery (3) Display (4) Power (5) Budget
Base Cost ($)
(K$)
Modify the
POMOST2 exisៀ�ng MOST 16 7 35 26 17 0 710
product
Online Query
The table below lists the online queries made to the R&D Department while making Period 8 decisions
Requested Requested Minimum

Query Features (1) Design (2) Baퟀ�ery (3) Display (4) Power (5)
Base Cost ($) Budget Cost
POMOST2 16 7 35 26 17 0 710 89
POMOST2 9 7 35 30 30 0 1,220 107
Brand Porៀ�olio
MOON MOST MOVE MODE

Porៀ�olio operaៀ�on Maintained Maintained Maintained Maintained
Base project past period POMOON POMOST POMOVE POMODE
Base project this period POMOON POMOST POMOVE POMODE
Markeៀ�ng Mix
MOON MOST MOVE MODE

Producៀ�on planning (in units) 85,000 145,000 110,000 30,000
Recommended retail price (in $) 520 180 570 240
Adverៀ�sing media (in K$) 1,900 2,950 2,500 700
Adverៀ�sing research (in K$) 170 240 300 100
Segmentaៀ�on Strategy
MODE MOON MOST MOVE

Explorers 5 % 5 % 5 % 5 %
Shoppers 85 % 35 %
Professionals 10 % 70 %
High Earners 85 % 25 %
Savers 10 % 60 %
Perceptual Objecៀ�ves
MOON MOST MOVE MODE

Dimension 1 Convenience Convenience Convenience Convenience
Posiៀ�on 1 4.0 ‐3.0 5.0 3.0
Dimension 2 Economy Economy Economy Economy
Posiៀ�on 2 ‐11.0 14.0 ‐17.0 13.0
Commercial Team Size
The table below shows the number of commercial people allocated to each brand in each channel during Period 8.
MODE MOON MOST MOVE

Specialty stores 2 10 10 18
Mass Merch. 8 6 24 5
Online Stores 2 3 6 4
TOTAL 12 19 40 27
The two charts below show how your commercial team is allocated across channels and brands. All numbers are given in number of salespeople.
Market Research Studies – Sonites Market
The table below lists the market research studies purchased by firm Merlins in Period 8, as well as the cost in dollars.
Purchased Studies Cost in $
Consumer survey 76,000
Consumer panel 126,750
Distribuៀ�on panel 76,000
Semanៀ�c scales 12,750
Mulៀ�dimensional scaling 44,250
Market forecast 25,250
Compeៀ�ៀ�ve adverៀ�sing 38,000
Compeៀ�ៀ�ve commercial team 19,000
TOTAL 418,000
Decision Review – Firm Merlins – Vodites Market – Period 8
This report provides a review of the decisions made by firm Merlins at the beginning of Period 8.
Resource Allocaៀ�on by Market Resource Allocaៀ�on by Funcៀ�on – Vodites Brands
Brand Porៀ�olio
MEAD
Porៀ�olio operaៀ�on Maintained
Base project past period PEMEAD
Base project this period PEMEAD
Markeៀ�ng Mix
MEAD
Producៀ�on planning (in units) 140,000
Recommended retail price (in $) 690
Adverៀ�sing media (in K$) 4,780
Adverៀ�sing research (in K$) 540
MEAD
Innovators 5 %
Adopters 25 %
Followers 70 %
MEAD
Dimension 1 Connecៀ�vity
Posiៀ�on 1 3.4
Dimension 2 Price
Posiៀ�on 2 4.5
MEAD
Specialty stores 14
Mass Merch. 28
Online Stores 8
TOTAL 50
Market Research Studies – Vodites Market
The table below lists the market research studies purchased by firm Merlins in Period 8, as well as the cost in dollars.
TOTAL 342,000
Company Dashboard – Firm Roger – Industry Banana – Period 8
Financial Report – Firm Roger – Period 8
The financial statements of firm Roger published for Period 8 have been prepared on December 31st, Period 8 in accordance with Internaៀ�onal Financial Reporៀ�ng
Standards (IFRS), as adopted in the Markstrat world.
The table below shows the evoluៀ�on of firm Roger financial results in thousands of dollars, as well as the cumulaៀ�ve results since Period 0.

Revenues 113,758 116,036 118,803 123,218 84,913 763,749
Inventory costs ‐720 ‐1,591 ‐787 ‐838 ‐32 ‐4,416
Research and development ‐850 0 ‐4,320 ‐150 ‐5,200 ‐13,064
The table below shows a comparison of the net contribuៀ�on generated by the two markets where firm Roger is markeៀ�ng products.
Sonites Vodites
Revenues 110,793 2,965
Inventory costs ‐565 ‐154
Contribuៀ�on before markeៀ�ng 57,404 906
Commercial costs ‐4,220 ‐953
Contribuៀ�on aퟃ�er markeៀ�ng 45,526 ‐1,347
Market research studies ‐462 0
Research and development ‐850 0
Net contribuៀ�on 44,214 ‐1,347
The table below shows a comparison of the net contribuៀ�on generated by the brands marketed by firm Roger in Period 8.
ROAR ROCK ROLL ROPE REAL

Revenues 27,768 39,236 16,057 27,733 2,965
Inventory holding cost 0 0 ‐161 ‐404 ‐154
Contribuៀ�on before markeៀ�ng 17,447 13,875 8,310 17,772 906
Adverៀ�sing media ‐1,500 ‐1,900 ‐1,557 ‐1,900 ‐1,100
Commercial costs ‐980 ‐1,182 ‐903 ‐1,156 ‐953
Contribuៀ�on aퟃ�er markeៀ�ng 14,766 10,594 5,651 14,516 ‐1,347
Market Shares

Volume sold

Mass Merch. 13 148 8 140 4

Mass Merch. 25 % 42 % 22 % 45 % 26 %
Online Stores 31 % 41 % 37 % 37 % 33 %

Brand prices

Producៀ�on Report – Firm Roger – Period 8
of units.
Despite all the efforts made by the Producៀ�on department, they were not able to fullfill all the orders for ROCK this period. As a consequence, some potenៀ�al sales of ROCK have
been lost.
ROCK ROLL ROPE ROAR REAL

Units sold 289 50 214 86 12
Producៀ�on 289 40 251 80 0
thousands of units.
thousands of $.
ROCK ROLL ROPE ROAR REAL

Units sold 289 50 214 86 12
COGS 25,361 7,586 9,557 10,321 1,905
R&D Report – Firm Roger – Sonites Market – Period 8

Available Since
POROPEM1 Period 8 16 8 63 26 25 109 109 850

POROAR Period 6 13 7 42 25 53 136 135 1,360 ROAR
POROCKM Period 6 14 8 44 32 40 129 128 1,560 ROCK
POROLLM Period 6 12 9 36 35 54 154 150 1,550 ROLL
POROPE Period 2 16 5 63 26 15 87 85 820 ROPE
POROLL Period 0 13 8 40 40 75 201 181 2,500 N/A
POROCK Period 0 18 3 75 25 12 87 77 1,500 N/A
Shelved projects
R&D Report – Firm Roger – Vodites Market – Period 8
(1) (4)
PEREAL Period 4 21 11 6 4 6 156 152 6,924 REAL
100.
Shelved projects
Decision Review – Firm Roger – Sonites Market – Period 8
This report provides a review of the decisions made by firm Roger at the beginning of Period 8.
R&D projects
Allocated
Requested
Base Cost ($)
(K$)
Modificaៀ�on
POROPEM1 16 8 63 26 25 0 850
ROPE
Online Query

POROPEM1 16 8 63 26 25 0 850 109
Brand Porៀ�olio
ROCK ROLL ROPE ROAR

Porៀ�olio operaៀ�on Maintained Maintained Maintained Maintained
Base project past period POROCKM POROLLM POROPE POROAR
Base project this period POROCKM POROLLM POROPE POROAR
Markeៀ�ng Mix
ROCK ROLL ROPE ROAR

Producៀ�on planning (in units) 241,000 50,000 314,000 90,000
Recommended retail price (in $) 215 515 205 520
Adverៀ�sing media (in K$) 1,900 1,557 1,900 1,500
Adverៀ�sing research (in K$) 200 200 200 200
ROAR ROCK ROLL ROPE

Explorers
Shoppers 100 %
Professionals 100 %
High Earners 100 %
Savers 100 %
ROCK ROLL ROPE ROAR

Dimension 1 Economy Performance Convenience Performance
Posiៀ�on 1 12.0 12.0 ‐4.0 1.0
Dimension 2 Convenience Convenience Economy Convenience
Posiៀ�on 2 2.0 7.0 13.0 4.0
ROAR ROCK ROLL ROPE

Mass Merch. 11 27 9 28
TOTAL 38 46 35 45
The table below lists the market research studies purchased by firm Roger in Period 8, as well as the cost in dollars.
Industry benchmarking 38,000
Conjoint analysis 44,250
TOTAL 500,250
Decision Review – Firm Roger – Vodites Market – Period 8
This report provides a review of the decisions made by firm Roger at the beginning of Period 8.
Online Query
Connecៀ�vity Requested Requested Minimum

Query Resoluៀ�on (1) Energy (2) Carbon (3) Apps (5)
(4) Base Cost ($) Budget Cost
PEREALM 58 65 25 8 42 0 6,780 326
100.
Brand Porៀ�olio
REAL
Porៀ�olio operaៀ�on Maintained
Base project past period PEREAL
Base project this period PEREAL
Markeៀ�ng Mix
REAL
Producៀ�on planning (in units) 0
REAL
Innovators
Adopters
Followers 100 %
REAL
Dimension 1 Economy
Posiៀ�on 1 15.0
Dimension 2
Posiៀ�on 2
REAL
Specialty stores 18
Mass Merch. 12
Online Stores 7
TOTAL 37
The table below lists the market research studies purchased by firm Roger in Period 8, as well as the cost in dollars.
TOTAL 38,000
Company Dashboard – Firm Supermen – Industry Banana – Period 8
Financial Report – Firm Supermen – Period 8
The financial statements of firm Supermen published for Period 8 have been prepared on December 31st, Period 8 in accordance with Internaៀ�onal Financial
The table below shows the evoluៀ�on of firm Supermen financial results in thousands of dollars, as well as the cumulaៀ�ve results since Period 0.

Revenues 201,054 158,501 122,361 102,201 101,250 863,939
Inventory costs 0 ‐403 0 0 ‐83 ‐695
Market research studies ‐1,039 ‐783 ‐782 ‐835 ‐615 ‐5,631
Research and development ‐1,584 ‐1,360 ‐2,570 ‐6,390 0 ‐18,934
The table below shows a comparison of the net contribuៀ�on generated by the two markets where firm Supermen is markeៀ�ng products.
Sonites Vodites
Revenues 78,981 122,074
Inventory costs 0 0
Research and development ‐1,584 0
The table below shows a comparison of the net contribuៀ�on generated by the brands marketed by firm Supermen in Period 8.
SOFT SOLO SONU SEEK SEYX

Sonites Sonites Sonites Vodites Vodites
Revenues 18,359 34,193 26,429 69,940 52,133
Contribuៀ�on before markeៀ�ng 6,856 22,520 8,195 38,119 17,427
Adverៀ�sing media ‐2,500 ‐2,450 ‐2,600 ‐3,000 ‐3,400
Commercial costs ‐1,182 ‐1,157 ‐1,261 ‐1,208 ‐1,551
Contribuៀ�on aퟃ�er markeៀ�ng 2,674 18,751 4,204 33,712 12,299
Market Shares

Volume sold

Mass Merch. 85 20 50 31 63

Mass Merch. 44 % 26 % 36 % 31 % 46 %
Online Stores 37 % 46 % 41 % 34 % 47 %

Brand prices

Producៀ�on Report – Firm Supermen – Period 8
of units.
Despite all the efforts made by the Producៀ�on department, they were not able to fullfill all the orders for SEYX this period. As a consequence, some potenៀ�al sales of SEYX have
been lost.
Despite all the efforts made by the Producៀ�on department, they were not able to fullfill all the orders for SOFT this period. As a consequence, some potenៀ�al sales of SOFT have
been lost.
Despite all the efforts made by the Producៀ�on department, they were not able to fullfill all the orders for SONU this period. As a consequence, some potenៀ�al sales of SONU have
been lost.

Units sold 132 103 143 153 150
Producៀ�on 132 103 143 153 132
thousands of units.
thousands of $.

Units sold 132 103 143 153 150
COGS 11,502 11,673 18,233 31,821 34,707
R&D Report – Firm Supermen – Sonites Market – Period 8

Available Since
POSOLO1 Period 8 13 8 67 35 88 199 199 1,584

POSOFT1 Period 7 6 7 36 18 32 95 95 1,360 SOFT
POSONU Period 5 8 8 48 27 70 164 161 1,140 SONU
POSOLO Period 0 13 8 40 40 75 201 181 2,500 SOLO
POSOFT Period 0 18 3 75 25 12 87 77 1,500 N/A
Shelved projects
R&D Report – Firm Supermen – Vodites Market – Period 8
(1) (4)
PESEYX1 Period 6 51 60 22 6 42 268 268 2,570 SEYX
PESEYX Period 5 70 58 28 7 59 303 298 5,250 SEEK
PESEEK Period 3 30 15 8 5 15 185 180 7,030 N/A
100.
Shelved projects
Decision Review – Firm Supermen – Sonites Market – Period 8
This report provides a review of the decisions made by firm Supermen at the beginning of Period 8.
R&D projects
Allocated
Requested
Base Cost ($)
(K$)
Modifying
SOLO to
POSOLO1 13 8 67 35 88 0 1,584
target the
professionals
Online Query

POSOLO1 13 8 67 35 88 0 1,760 200
Brand Porៀ�olio
SOFT SOLO SONU

Porៀ�olio operaៀ�on Modified Maintained Maintained
Base project past period POSOFT POSOLO POSONU
Base project this period POSOFT1 POSOLO POSONU
Markeៀ�ng Mix
SOFT SOLO SONU

Producៀ�on planning (in units) 110,000 110,000 119,000
Recommended retail price (in $) 220 530 295
Adverៀ�sing media (in K$) 2,500 2,450 2,600
Adverៀ�sing research (in K$) 500 162 130
SOFT SOLO SONU

Explorers 7 % 5 % 10 %
Shoppers 1 % 90 %
Professionals 60 %
High Earners 35 %
Savers 92 %
SOFT SOLO SONU

Dimension 1 Performance Convenience Convenience
Posiៀ�on 1 ‐7.0 6.0 4.0
Dimension 2 Convenience Performance Performance
Posiៀ�on 2 ‐4.0 14.0 9.0
SOFT SOLO SONU

Specialty stores 14 21 20
Mass Merch. 25 12 20
Online Stores 6 11 8
TOTAL 45 44 48
The table below lists the market research studies purchased by firm Supermen in Period 8, as well as the cost in dollars.
Adverៀ�sing experiment 31,750
Commercial team experiment 44,250
TOTAL 576,250
Decision Review – Firm Supermen – Vodites Market – Period 8
This report provides a review of the decisions made by firm Supermen at the beginning of Period 8.
Brand Porៀ�olio
SEEK SEYX
Porៀ�olio operaៀ�on Maintained Maintained
Base project past period PESEYX PESEYX1
Base project this period PESEYX PESEYX1
Markeៀ�ng Mix
SEEK SEYX
Producៀ�on planning (in units) 150,000 110,000
Recommended retail price (in $) 735 550
Adverៀ�sing media (in K$) 3,000 3,400
Adverៀ�sing research (in K$) 200 176
SEEK SEYX
Innovators 25 %
Adopters 69 %
Followers 6 % 100 %
SEEK SEYX
Dimension 1 Autonomy Autonomy
Posiៀ�on 1 4.0 ‐1.0
Dimension 2 Sophisៀ�caៀ�on Sophisៀ�caៀ�on
Posiៀ�on 2 4.0 ‐2.0
SEEK SEYX
Specialty stores 25 20
Mass Merch. 14 27
Online Stores 7 12
TOTAL 46 59
The table below lists the market research studies purchased by firm Supermen in Period 8, as well as the cost in dollars.
Adverៀ�sing experiment 31,750
Commercial team experiment 44,250
TOTAL 500,250
Company Dashboard – Firm TRAFFORD – Industry Banana – Period 8
Financial Report – Firm TRAFFORD – Period 8
The financial statements of firm TRAFFORD published for Period 8 have been prepared on December 31st, Period 8 in accordance with Internaៀ�onal Financial
The table below shows the evoluៀ�on of firm TRAFFORD financial results in thousands of dollars, as well as the cumulaៀ�ve results since Period 0.

Revenues 164,347 120,159 110,054 97,222 79,118 764,305
Inventory costs 0 ‐71 ‐819 ‐1,158 0 ‐2,197
Research and development ‐3,450 ‐3,230 ‐300 ‐240 ‐7,460 ‐16,661
The table below shows a comparison of the net contribuៀ�on generated by the two markets where firm TRAFFORD is markeៀ�ng products.
Sonites Vodites
Revenues 100,319 64,028
Inventory costs 0 0
Research and development ‐3,450 0
The table below shows a comparison of the net contribuៀ�on generated by the brands marketed by firm TRAFFORD in Period 8.
TOLL TONE TOPS TEJA

Sonites Sonites Sonites Vodites
Revenues 18,161 44,440 37,719 64,028
Cost of goods sold ‐11,578 ‐21,342 ‐12,452 ‐41,559
Inventory holding cost 0 0 0 0
Inventory disposal loss 0 0 0 0
Contribuៀ�on before markeៀ�ng 6,583 23,098 25,267 22,469
Adverៀ�sing media ‐1,600 ‐3,000 ‐2,100 ‐3,900
Adverៀ�sing research ‐128 ‐280 ‐150 ‐450
Commercial costs ‐1,016 ‐1,408 ‐1,191 ‐1,198
Contribuៀ�on aퟃ�er markeៀ�ng 3,839 18,410 21,826 16,921
Market Shares
TOLL TONE TOPS TEJA

Volume Market Share 5.8 % 14.5 % 5.1 % 27.4 %
Value Market Share 4.4 % 10.6 % 9.3 % 24.4 %
Volume sold
TOLL TONE TOPS TEJA

Mass Merch. 57 188 20 80
TOLL TONE TOPS TEJA

Specialty stores 30 % 38 % 47 % 30 %
Mass Merch. 37 % 47 % 26 % 45 %
Online Stores 41 % 49 % 52 % 48 %

Brand prices
TOLL TONE TOPS TEJA

Recommended Retail Price $ 232 $ 227 $ 555 $ 560
Average Retail Price $ 218 $ 210 $ 535 $ 526
Average Selling Price $ 147 $ 144 $ 348 $ 356
Producៀ�on Report – Firm TRAFFORD – Period 8
of units.
Despite all the efforts made by the Producៀ�on department, they were not able to fullfill all the orders for TEJA this period. As a consequence, some potenៀ�al sales of TEJA have
been lost.
TONE TOPS TOLL TEJA

Units sold 309 108 124 180
Producៀ�on Plan (your decision) 360 90 120 150
Producៀ�on 309 101 124 180
Inventory at beginning of period 0 8 0 0
Inventory at end of period 0 0 0 0
thousands of units.
thousands of $.
TONE TOPS TOLL TEJA

Current unit transfer cost 69 115 94 231
Average unit transfer cost 69 115 94 231
Units sold 309 108 124 180
COGS 21,342 12,452 11,578 41,559
Inventory at end of period 0 0 0 0
Inventory holding cost 0 0 0 0
R&D Report – Firm TRAFFORD – Sonites Market – Period 8

Available Since
POHI Period 8 11 7 50 19 50 130 126 940
POMODTOP Period 8 13 6 65 35 80 184 181 1,380
POTOLL Period 8 8 8 48 27 70 161 161 1,230

POSAVE Period 7 10 6 40 18 30 92 92 1,150 TONE
POPOSH Period 4 14 6 55 22 50 132 128 1,690 TOLL
POTOPS Period 0 13 8 40 40 75 201 181 2,500 TOPS
POLITE Period 5 15 5 60 25 15 85 82 640 N/A
POTONE Period 0 18 3 75 25 12 87 77 1,500 N/A
Shelved projects
R&D Report – Firm TRAFFORD – Vodites Market – Period 8
(1) (4)
PEZZ Period 7 55 50 30 6 40 270 248 2,280 TEJA
PENEW Period 4 40 30 30 5 30 208 188 7,351 N/A
100.
Shelved projects
Decision Review – Firm TRAFFORD – Sonites Market – Period 8
This report provides a review of the decisions made by firm TRAFFORD at the beginning of Period 8.
R&D projects
Allocated
Requested
Base Cost ($)
(K$)
POHI Target HI 11 7 50 19 50 127 940
POMODTOP modify tops 13 6 65 35 80 180 1,380
POTOLL Modify toll 8 8 48 27 70 158 1,130
Online Query

POHI 11 7 50 19 50 0 940 129
POMODTOP 13 6 65 35 80 0 1,380 186
Brand Porៀ�olio
TOLL TONE TOPS

Porៀ�olio operaៀ�on Maintained Modified Maintained
Base project past period POPOSH POLITE POTOPS
Base project this period POPOSH POSAVE POTOPS
Markeៀ�ng Mix
TOLL TONE TOPS

TOLL TONE TOPS

Explorers 10 % 5 % 10 %
Shoppers 70 % 20 % 15 %
Professionals 50 %
High Earners 25 %
Savers 20 % 75 %
TOLL TONE TOPS

Dimension 1 Performance Price Economy
Posiៀ�on 1 8.0 2.1 ‐16.0
Dimension 2 Convenience Power Performance
Posiៀ�on 2 3.0 2.8 14.0
TOLL TONE TOPS

Mass Merch. 22 32 12
TOTAL 39 54 46
The table below lists the market research studies purchased by firm TRAFFORD in Period 8, as well as the cost in dollars.
TOTAL 177,250
Decision Review – Firm TRAFFORD – Vodites Market – Period 8
This report provides a review of the decisions made by firm TRAFFORD at the beginning of Period 8.
Brand Porៀ�olio
TEJA
Porៀ�olio operaៀ�on Modified
Base project past period PENEW
Base project this period PEZZ
Markeៀ�ng Mix
TEJA
Producៀ�on planning (in units) 150,000
TEJA
Innovators 5 %
Adopters 15 %
Followers 80 %
TEJA
Dimension 1 Connecៀ�vity
Posiៀ�on 1 3.3
Dimension 2 Price
Posiៀ�on 2 4.5
TEJA
Specialty stores 10
Mass Merch. 24
Online Stores 12
TOTAL 46
The table below lists the market research studies purchased by firm TRAFFORD in Period 8, as well as the cost in dollars.
TOTAL 152,000
Company Dashboard – Firm Loki – Industry Banana – Period 8
Total Market Share (%U) Total Market Share (%$)
Financial Report – Firm Loki – Period 8
The financial statements of firm Loki published for Period 8 have been prepared on December 31st, Period 8 in accordance with Internaៀ�onal Financial Reporៀ�ng
Standards (IFRS), as adopted in the Markstrat world.
The table below shows the evoluៀ�on of firm Loki financial results in thousands of dollars, as well as the cumulaៀ�ve results since Period 0.

Revenues 45,841 59,381 73,983 64,174 48,314 457,390
Inventory costs ‐261 ‐854 ‐289 ‐251 ‐147 ‐2,683
Research and development 0 0 ‐1,200 ‐100 ‐100 ‐1,500
Excepៀ�onal cost or profit ‐1,302 0 0 0 0 ‐1,302
LOOP 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
excepៀ�onal cost of K$1,302.
The table below shows a comparison of the net contribuៀ�on generated by the brands marketed by firm Loki in Period 8.
LOAD LOCK LOVE

Sonites Sonites Sonites
Revenues 2,709 14,990 28,142
Cost of goods sold ‐2,178 ‐5,894 ‐9,774
Inventory holding cost ‐122 ‐89 ‐50
Inventory disposal loss 0 0 0
Contribuៀ�on before markeៀ�ng 409 9,007 18,319
Adverៀ�sing media ‐1,538 ‐2,090 ‐2,060
Adverៀ�sing research ‐300 ‐300 ‐300
Commercial costs ‐462 ‐895 ‐809
Contribuៀ�on aퟃ�er markeៀ�ng ‐1,891 5,722 15,150
Market Shares
LOAD LOCK LOVE

Volume Market Share 1.0 % 5.5 % 4.1 %
Value Market Share 0.6 % 3.6 % 7.0 %
Volume sold
LOAD LOCK LOVE

Mass Merch. 8 61 17
LOAD LOCK LOVE

Specialty stores 23 % 33 % 37 %
Mass Merch. 16 % 30 % 21 %
Online Stores 27 % 46 % 43 %

Brand prices
LOAD LOCK LOVE

Recommended Retail Price $ 210 $ 200 $ 515
Average Retail Price $ 198 $ 187 $ 496
Average Selling Price $ 133 $ 127 $ 324
Producៀ�on Report – Firm Loki – Period 8
of units.
LOCK LOVE LOAD

Units sold 118 87 20
Producៀ�on Plan (your decision) 160 95 25
Producៀ�on 128 76 20
Inventory at beginning of period 12 16 16
Inventory at end of period 22 6 16
thousands of units.
thousands of $.
LOCK LOVE LOAD

Current unit transfer cost 50 112 98
Average unit transfer cost 50 112 107
Units sold 118 87 20
COGS 5,894 9,774 2,178
Inventory at end of period 22 6 16
Inventory holding cost 89 50 122
R&D Report – Firm Loki – Sonites Market – Period 8

POLONE Period 6 9 5 35 15 30 86 84 1,500 LOAD
POLOOP Period 0 13 8 40 40 75 201 181 2,500 LOVE
POLOCK Period 0 18 3 75 25 12 87 77 1,500 LOCK
Shelved projects
R&D Report – Firm Loki – Vodites Market – Period 8
No projects were completed in past period.
Shelved projects
Decision Review – Firm Loki – Sonites Market – Period 8
This report provides a review of the decisions made by firm Loki at the beginning of Period 8.
Brand Porៀ�olio
LOCK LOVE LOAD

Porៀ�olio operaៀ�on Maintained Maintained Maintained
Base project past period POLOCK POLOOP POLONE
Base project this period POLOCK POLOOP POLONE
Markeៀ�ng Mix
LOCK LOVE LOAD

LOAD LOCK LOVE

Explorers
Shoppers 100 %
Professionals 100 %
High Earners
Savers 100 %
LOCK LOVE LOAD

Dimension 1 Convenience Economy Convenience
Posiៀ�on 1 ‐4.0 ‐20.0 2.0
Dimension 2 Performance Performance
Posiៀ�on 2 ‐6.0 9.0
LOAD LOCK LOVE

Mass Merch. 6 12 8
Online Stores 4 9 8
TOTAL 16 31 28
The table below lists the market research studies purchased by firm Loki in Period 8, as well as the cost in dollars.
TOTAL 145,500
Decision Review – Firm Loki – Vodites Market – Period 8
This report is empty as you have not made any decisions for this market.
Industry Dashboard – Firm Merlins – Period 8
Stock Market Period 8 Share Price Index Evoluៀ�on
SPI REV NC Cum. NC

Supermen 2,547 201 69 344
TRAFFORD 2,198 164 57 316
Merlins 2,170 144 68 325
Roger 1,895 114 43 329
Loki 913 46 18 190
SPI: Share Price Index. Rev.: Revenues (million $). NC: Net Contribu贀on (million $). Cum.
NC: Cumula贀ve NC (million $).
Industry Retail Sales – By Market Industry Retail Sales
Unit and Value Market Shares – Total Value Market Shares – By Market
Top Selling Brands – Retail Sales Top Selling Brands – Volume
in million $ in thousands of units
Industry Informaៀ�on – Period 8
This report provides economic and cosៀ�ng data for the current period as well as esៀ�mates for the next period.
Economic Variables
Current Period Value Next Period Esៀ�maៀ�on
GNP Growth Rate % 2 % 2 %
Inflaៀ�on Rate % 2 % 2 %
Inventory holding cost per annum % Transfer Cost 8 % 8 %
Loss incurred for inventory disposal % Transfer Cost 20 % 20 %
Commercial people operaៀ�ng cost $ 25,336 25,842
Commercial people hiring and training cost $ 3,800 3,876
Commercial people firing cost $ 6,334 6,461
Market Research Costs
All Markets Sonites Vodites

Compeៀ�ៀ�ve adverៀ�sing 38,750 38,750
Compeៀ�ៀ�ve commercial team 19,500 19,500
Conjoint analysis 45,250 45,250
Consumer panel 129,250 90,500
Consumer survey 77,500 51,750
Distribuៀ�on panel 77,500 64,500
Adverៀ�sing experiment 32,250 32,250
Commercial team experiment 45,250 45,250
Market forecast 25,750 25,750
Mulៀ�dimensional scaling 45,250 45,250
Semanៀ�c scales 13,000 13,000
TOTAL 38,750 549,250 471,750
(all numbers in $)
Market Report – Sonites Market – Period 8
This report provides general informaៀ�on on the 17 Sonites brands marketed in Period 8.
Brands withdrawned this period: LOOP
Brand Retail Sales & Volume
The two tables below show the marketed brand retail sales (in thousands of $) and the volume (in thousands of units), sorted in decreasing order. Shares of market
in value and in unit are also provided
Brand Value Share Retail Sales Variaៀ�on Brand Unit Share Volume Variaៀ�on
TONE 10.6 % 65,020 3,703 Modified TONE 14.5 % 309 16 Modified
ROCK 9.4 % 58,244 19,462 ROCK 13.6 % 289 109
TOPS 9.3 % 57,921 7,829 ROPE 10.0 % 214 ‐77
SOLO 8.5 % 52,703 ‐8,398 MOST 7.4 % 157 44
ROAR 7.0 % 43,299 5,616 SONU 6.7 % 143 59
LOVE 7.0 % 43,086 6,612 SOFT 6.2 % 132 51 Modified
MOVE 6.8 % 42,462 ‐16,587 TOLL 5.8 % 124 21
ROPE 6.6 % 40,527 ‐20,087 LOCK 5.5 % 118 ‐14
SONU 6.4 % 40,104 16,062 TOPS 5.1 % 108 12
MOON 5.7 % 35,398 ‐976 SOLO 4.8 % 103 ‐16
TOLL 4.4 % 26,982 4,217 LOVE 4.1 % 87 11
SOFT 4.4 % 26,881 10,186 Modified ROAR 4.0 % 86 11
MOST 4.3 % 26,315 6,214 MOVE 3.6 % 77 ‐30
ROLL 4.0 % 24,988 ‐2,978 MOON 3.3 % 70 ‐2
LOCK 3.6 % 22,048 ‐2,555 ROLL 2.3 % 50 ‐6
MODE 1.6 % 9,593 2,863 MODE 2.0 % 43 13
LOAD 0.6 % 4,042 867 LOAD 1.0 % 20 4
TOTAL 100.0 % 619,611 32,049 ‐ TOTAL 100.0 % 2,130 207 ‐
Brand Characterisៀ�cs
The table below lists the physical aퟀ�ributes of marketed brands, as well as their price and esៀ�mated unit cost, both in $.
Base
Brand Launched in Features (1) Design (2) Baퟀ�ery (3) Display (4) Power (5) Price Base Cost ($) Cost
(%Price)
LOAD Period 7 9 5 35 15 30 210 86 40 %
LOCK Period 0 18 3 75 25 12 200 87 43 %
LOVE Period 2 13 8 40 40 75 515 201 38 %
MODE Period 4 20 7 85 25 55 240 155 63 %
MOON Period 4 10 7 35 25 60 520 144 27 %
MOST Period 0 18 3 75 25 12 180 87 47 %
MOVE Period 0 13 8 40 40 75 570 201 35 %
ROAR Period 7 13 7 42 25 53 520 136 26 %
ROCK Period 0 14 8 44 32 40 215 129 59 %
ROLL Period 0 12 9 36 35 54 515 154 29 %
ROPE Period 3 16 5 63 26 15 205 87 41 %
SOFT Period 0 6 7 36 18 32 220 95 42 %
SOLO Period 0 13 8 40 40 75 530 201 37 %
SONU Period 6 8 8 48 27 70 295 164 55 %
TOLL Period 5 14 6 55 22 50 232 132 56 %
TONE Period 0 10 6 40 18 30 227 92 40 %
TOPS Period 0 13 8 40 40 75 555 201 35 %
Market Report – Vodites Market – Period 8
This report provides general informaៀ�on on the 5 Vodites brands marketed in Period 8.
Brand Retail Sales & Volume
The two tables below show the marketed brand retail sales (in thousands of $) and the volume (in thousands of units), sorted in decreasing order. Shares of market
in value and in unit are also provided
Brand Value Share Retail Sales Variaៀ�on Brand Unit Share Volume Variaៀ�on
SEEK 27.6 % 109,105 ‐7,240 TEJA 27.4 % 180 99 Modified
MEAD 26.9 % 104,617 58,485 MEAD 24.5 % 161 92
TEJA 24.4 % 94,640 48,819 Modified SEEK 23.4 % 153 ‐13
SEYX 19.9 % 77,618 52,007 SEYX 22.8 % 150 101
REAL 1.1 % 4,513 ‐5,497 REAL 1.8 % 12 ‐7
TOTAL 100.0 % 390,493 146,574 ‐ TOTAL 100.0 % 656 272 ‐
Brand Characterisៀ�cs
The table below lists the physical aퟀ�ributes of marketed brands, as well as their price and esៀ�mated unit cost, both in $.
Base
Resoluៀ�on Connecៀ�vity
Brand Launched in Energy (2) Carbon (3) Apps (5) Price Base Cost ($) Cost
(1) (4)
(%Price)
MEAD Period 6 40 15 5 7 5 690 217 31 %
REAL Period 5 21 11 6 4 6 390 156 39 %
SEEK Period 4 70 58 28 7 59 735 303 40 %
SEYX Period 7 51 60 22 6 42 550 268 48 %
TEJA Period 5 55 50 30 6 40 560 270 47 %
(1) Resolu贀on (1) (L/mm): From 20 To 100. (2) Energy (2) (BC/Wh): From 10 To 100. (3) Carbon (3) (Kg): From 5 To 50. (4) Connec贀vity (4) (Index): From 3 To 10. (5) Apps (Number
of): From 5 To 100.
Industry Benchmarking – Period 8
The benchmarking study compiles general informaៀ�on from annual reports about each of the Markstrat compeៀ�tors. Data is provided in a common format for all
companies to allow an easy comparison of compeៀ�ៀ�ve performance.
Overall Company Performances and Expenditures
The two charts below show the overall performances of the compeៀ�ng firms in terms of revenues and profits, in million $, as well as their expenditures in the main
cost categories in million $.
Company Profit & Loss Statements
The table below provides an esៀ�mated P&L statement of the compeៀ�ng firms, in the same format as the one in your financial statements. All numbers are given in
million $.
Loki Merlins Roger Supermen TRAFFORD

Revenues 45.8 144.4 113.8 201.1 164.3
Cost of goods sold ‐17.8 ‐56.6 ‐54.7 ‐107.9 ‐86.9
Inventory costs ‐0.3 ‐0.1 ‐0.7 0 0
Contribuៀ�on before markeៀ�ng 27.7 87.7 58.3 93.1 77.4
Adverៀ�sing expenditures ‐6.6 ‐14.2 ‐9 ‐15.1 ‐11.6
Commercial team costs ‐2.2 ‐3.8 ‐5.2 ‐6.4 ‐4.8
Contribuៀ�on aퟃ�er markeៀ�ng 19 69.7 44.2 71.6 61
Market research studies ‐0.1 ‐0.8 ‐0.5 ‐1 ‐0.3
Research and development 0 ‐0.7 ‐0.9 ‐1.6 ‐3.5
Interests paid 0 0 0 0 0
Excepៀ�onal cost or profit ‐1.3 0 0 0 0
Earnings before taxes 17.5 68.3 42.8 69 57.2
Next Period Budget 8.9 25.3 17.1 25.3 22.9
Company Performances and Expenditures by Market
The charts below show the market performances of the compeៀ�ng firms in terms of revenues and profits, as well as their expenditures in the main cost categories.
Sonites Market
Vodites Market
Consumer Survey – Sonites Market – Period 8
This survey quesៀ�onnaire has been administered to 3,000 individuals during Period 8. It gives brand awareness, purchase intenៀ�ons and shopping habit data for
each consumer segment in the Sonites market
Brand Awareness
The brand awareness figures in the chart and table below represent the proporៀ�on of individuals who have unaided recall of a brand name. The report gives the
informaៀ�on for each brand currently on the market, in total and by consumer segment.
Average Brand Awareness (in %)
Brand Awareness by Consumer Segment
Brand Firm Explorers Shoppers Professionals High Earners Savers

LOAD Loki 28 % 23 % 12 % 12 % 9 %
LOCK Loki 61 % 46 % 42 % 45 % 61 %
LOVE Loki 56 % 25 % 70 % 35 % 24 %
MODE Merlins 19 % 18 % 12 % 12 % 16 %
MOON Merlins 46 % 17 % 27 % 50 % 15 %
MOST Merlins 69 % 56 % 46 % 49 % 61 %
MOVE Merlins 69 % 41 % 68 % 62 % 38 %
ROAR Roger 35 % 14 % 17 % 44 % 12 %
ROCK Roger 65 % 65 % 48 % 50 % 50 %
ROLL Roger 64 % 42 % 71 % 58 % 38 %
ROPE Roger 55 % 30 % 33 % 34 % 59 %
SOFT Supermen 66 % 49 % 43 % 46 % 56 %
SOLO Supermen 72 % 44 % 66 % 65 % 40 %
SONU Supermen 48 % 33 % 21 % 21 % 17 %
TOLL TRAFFORD 51 % 33 % 22 % 23 % 24 %
TONE TRAFFORD 72 % 58 % 50 % 52 % 63 %
TOPS TRAFFORD 71 % 47 % 66 % 65 % 43 %
Purchase Intenៀ�ons
The purchase intenៀ�ons figures in the chart and table below represent the proporៀ�on of individuals who would select a brand as their first choice, if they were
buying within a year. The report gives the informaៀ�on for each brand currently on the market, in total and by consumer segment. Please note that these figures
correspond to the situaៀ�on of the period when the study is done and does not necessarily represent purchase intenៀ�ons for the following year.
Average Purchase Intenៀ�ons
Purchase Intenៀ�ons by Consumer Segment

LOAD Loki 0.8 % 2.5 % 0.0 % 0.2 % 1.7 %
LOCK Loki 1.6 % 4.0 % 0.0 % 0.7 % 9.2 %
LOVE Loki 9.8 % 0.9 % 28.9 % 1.9 % 0.1 %
MODE Merlins 1.0 % 12.7 % 0.0 % 0.2 % 0.6 %
MOON Merlins 7.1 % 0.8 % 0.1 % 38.8 % 0.1 %
MOST Merlins 1.9 % 5.5 % 0.0 % 0.7 % 10.2 %
MOVE Merlins 11.4 % 1.5 % 23.7 % 3.5 % 0.1 %
ROAR Roger 4.0 % 0.6 % 0.1 % 36.3 % 0.0 %
ROCK Roger 2.7 % 19.0 % 0.0 % 1.0 % 11.3 %
ROLL Roger 15.2 % 1.8 % 2.9 % 6.4 % 0.1 %
ROPE Roger 1.5 % 3.0 % 0.0 % 0.5 % 16.2 %
SOFT Supermen 2.0 % 5.6 % 0.0 % 0.8 % 27.7 %
SOLO Supermen 16.0 % 1.8 % 22.1 % 3.5 % 0.1 %
SONU Supermen 4.5 % 20.1 % 0.0 % 0.5 % 0.3 %
TOLL TRAFFORD 2.3 % 12.2 % 0.0 % 0.4 % 3.0 %
TONE TRAFFORD 2.1 % 6.2 % 0.0 % 0.8 % 19.1 %
TOPS TRAFFORD 16.2 % 1.9 % 22.2 % 3.8 % 0.1 %
TOTAL ‐ 100 % 100 % 100 % 100 % 100 %
Shopping Habits
The shopping habit data in the chart below represent, for each channel, the proporៀ�on of individuals who would choose that channel when shopping for a Sonites.
Consumer Panel – Sonites Market – Period 8
The consumer panel study shown below is based on a sample group of over 500 consumers whose buying behavior is believed to be representaៀ�ve of the enៀ�re
Sonites market. It provides market shares by consumer segment as well as industry sales in this product category
Market Shares (Based on units sold)
The market shares figures in the chart and table below represent the proporៀ�on of individuals who have purchased a given brand during Period 8. The report gives
the informaៀ�on for each brand currently on the market, in total and by consumer segment
Total Market Shares (%Unit)
Market Shares by Consumer Segment (%Unit)

LOAD Loki 0.5 % 1.6 % 0.0 % 0.1 % 1.0 %
LOCK Loki 1.6 % 4.5 % 0.0 % 0.8 % 9.4 %
LOVE Loki 9.1 % 0.8 % 27.0 % 2.0 % 0.1 %
MODE Merlins 0.4 % 5.8 % 0.0 % 0.1 % 0.3 %
MOON Merlins 5.3 % 0.6 % 0.1 % 31.3 % 0.1 %
MOST Merlins 2.0 % 6.6 % 0.0 % 0.9 % 12.1 %
MOVE Merlins 10.6 % 1.2 % 20.0 % 3.4 % 0.1 %
ROAR Roger 4.1 % 0.6 % 0.1 % 40.3 % 0.0 %
ROCK Roger 3.0 % 23.9 % 0.0 % 1.3 % 13.4 %
ROLL Roger 15.3 % 1.7 % 2.8 % 7.1 % 0.1 %
ROPE Roger 1.6 % 3.8 % 0.0 % 0.6 % 20.5 %
SOFT Supermen 0.8 % 2.6 % 0.0 % 0.4 % 12.5 %
SOLO Supermen 18.0 % 2.0 % 24.5 % 4.4 % 0.1 %
SONU Supermen 4.3 % 19.7 % 0.0 % 0.5 % 0.3 %
TOLL TRAFFORD 2.2 % 13.5 % 0.0 % 0.5 % 3.2 %
TONE TRAFFORD 2.6 % 9.0 % 0.0 % 1.2 % 27.0 %
TOPS TRAFFORD 18.5 % 2.1 % 25.4 % 5.0 % 0.1 %
TOTAL ‐ 100 % 100 % 100 % 100 % 100 %
Industry Volume (based on units sold)
The charts below give the unit product category sales by consumer segment and in total. The relaៀ�ve sizes of the 5 consumer segments are provided as well.
Unit Sales by Consumer Segment in thousands of units Relaៀ�ve Consumer Segment Sizes
Consumer Survey – Vodites Market – Period 8
This survey quesៀ�onnaire has been administered to 3,000 individuals during Period 8. It gives brand awareness, purchase intenៀ�ons and shopping habit data for
each consumer segment in the Vodites market
Brand Awareness
The brand awareness figures in the chart and table below represent the proporៀ�on of individuals who have unaided recall of a brand name. The report gives the
informaៀ�on for each brand currently on the market, in total and by consumer segment.
Average Brand Awareness (in %)
Brand Awareness by Consumer Segment
Brand Firm Innovators Adopters Followers

MEAD Merlins 58 % 52 % 49 %
REAL Roger 60 % 51 % 50 %
SEEK Supermen 71 % 62 % 49 %
SEYX Supermen 37 % 22 % 35 %
TEJA TRAFFORD 59 % 48 % 56 %
Purchase Intenៀ�ons
The purchase intenៀ�ons figures in the chart and table below represent the proporៀ�on of individuals who would select a brand as their first choice, if they were
buying within a year. The report gives the informaៀ�on for each brand currently on the market, in total and by consumer segment. Please note that these figures
correspond to the situaៀ�on of the period when the study is done and does not necessarily represent purchase intenៀ�ons for the following year.
Average Purchase Intenៀ�ons
Purchase Intenៀ�ons by Consumer Segment

MEAD Merlins 9.4 % 14.9 % 20.9 %
REAL Roger 2.4 % 3.0 % 2.0 %
SEEK Supermen 68.0 % 52.9 % 5.6 %
SEYX Supermen 11.2 % 15.5 % 32.4 %
TEJA TRAFFORD 9.0 % 13.7 % 39.2 %
TOTAL ‐ 100 % 100 % 100 %
Shopping Habits
The shopping habit data in the chart below represent, for each channel, the proporៀ�on of individuals who would choose that channel when shopping for a
Vodites.
Consumer Panel – Vodites Market – Period 8
The consumer panel study shown below is based on a sample group of over 500 consumers whose buying behavior is believed to be representaៀ�ve of the enៀ�re
Vodites market. It provides market shares by consumer segment as well as industry sales in this product category
Market Shares (Based on units sold)
The market shares figures in the chart and table below represent the proporៀ�on of individuals who have purchased a given brand during Period 8. The report gives
the informaៀ�on for each brand currently on the market, in total and by consumer segment
Total Market Shares (%Unit)
Market Shares by Consumer Segment (%Unit)

MEAD Merlins 10.5 % 18.2 % 28.6 %
REAL Roger 2.0 % 2.5 % 1.6 %
SEEK Supermen 72.9 % 56.1 % 5.8 %
SEYX Supermen 8.2 % 12.3 % 28.3 %
TEJA TRAFFORD 6.4 % 10.9 % 35.7 %
TOTAL ‐ 100 % 100 % 100 %
Industry Volume (based on units sold)
The charts below give the unit product category sales by consumer segment and in total. The relaៀ�ve sizes of the 3 consumer segments are provided as well.
Unit Sales by Consumer Segment in thousands of units Relaៀ�ve Consumer Segment Sizes
Distribuៀ�on Panel – Sonites Market – Period 8
The distribuៀ�on panel provides conៀ�nuous tracking of product sales to consumers, based on informaៀ�on gathered at the retail point‐of‐sale. Informaៀ�on is
primarily gathered from scanning cash‐registers with supplementary store audits. Our read represents sales in about 35,000 retail outlets in the Markstrat world.
This report gives market shares and coverage data, by distribuៀ�on channel.
Sales and Market Shares by Channel
The table and charts below provide the market shares, based on units sold, by channel for each brand currently on the market. They also give the unit product
category sales by channel and in total. The relaៀ�ve sizes of the channel are provided as well.
Market Shares by Channel (%Unit)
Brand Firm Specialty stores Mass Merch. Online Stores

LOAD Loki 1 % 1 % 1 %
LOCK Loki 4 % 6 % 6 %
LOVE Loki 6 % 2 % 6 %
MODE Merlins 2 % 2 % 2 %
MOON Merlins 6 % 1 % 4 %
MOST Merlins 5 % 10 % 6 %
MOVE Merlins 7 % 1 % 4 %
ROAR Roger 8 % 1 % 4 %
ROCK Roger 11 % 16 % 13 %
ROLL Roger 4 % 1 % 3 %
ROPE Roger 5 % 15 % 8 %
SOFT Supermen 3 % 9 % 5 %
SOLO Supermen 8 % 2 % 6 %
SONU Supermen 9 % 5 % 7 %
TOLL TRAFFORD 5 % 6 % 6 %
TONE TRAFFORD 8 % 20 % 13 %
TOPS TRAFFORD 8 % 2 % 7 %
TOTAL ‐ 100 % 100 % 100 %
Unit Sales by Channel in thousands of units Relaៀ�ve Channel Sizes (%Units Sold)
The distribuៀ�on coverage figures in the charts and table below represent the proporៀ�on of stores who carry a given brand. The report gives the informaៀ�on for
each brand currently on the market. The number of outlets in each distribuៀ�on channel is provided as well.
Distribuៀ�on Coverage by Channel (%Stores)

LOAD Loki 23 % 16 % 27 %
LOCK Loki 33 % 30 % 46 %
LOVE Loki 37 % 21 % 43 %
MODE Merlins 9 % 21 % 15 %
MOON Merlins 33 % 16 % 22 %
MOST Merlins 34 % 43 % 36 %
MOVE Merlins 46 % 14 % 27 %
ROAR Roger 48 % 25 % 31 %
ROCK Roger 39 % 42 % 41 %
ROLL Roger 46 % 22 % 37 %
ROPE Roger 35 % 45 % 37 %
SOFT Supermen 40 % 44 % 37 %
SOLO Supermen 48 % 26 % 46 %
SONU Supermen 48 % 36 % 41 %
TOLL TRAFFORD 30 % 37 % 41 %
TONE TRAFFORD 38 % 47 % 49 %
TOPS TRAFFORD 47 % 26 % 52 %
Number of outlets in each Channel Relaៀ�ve Channel Sizes (%Outlet)
Distribuៀ�on Panel – Vodites Market – Period 8
The distribuៀ�on panel provides conៀ�nuous tracking of product sales to consumers, based on informaៀ�on gathered at the retail point‐of‐sale. Informaៀ�on is
primarily gathered from scanning cash‐registers with supplementary store audits. Our read represents sales in about 35,000 retail outlets in the Markstrat world.
This report gives market shares and coverage data, by distribuៀ�on channel.
Sales and Market Shares by Channel
The table and charts below provide the market shares, based on units sold, by channel for each brand currently on the market. They also give the unit product
category sales by channel and in total. The relaៀ�ve sizes of the channel are provided as well.
Market Shares by Channel (%Unit)

REAL Roger 2 % 1 % 2 %
TOTAL ‐ 100 % 100 % 100 %
Unit Sales by Channel in thousands of units Relaៀ�ve Channel Sizes (%Units Sold)
The distribuៀ�on coverage figures in the charts and table below represent the proporៀ�on of stores who carry a given brand. The report gives the informaៀ�on for
each brand currently on the market. The number of outlets in each distribuៀ�on channel is provided as well.
Distribuៀ�on Coverage by Channel (%Stores)

REAL Roger 39 % 26 % 33 %
Number of outlets in each Channel Relaៀ�ve Channel Sizes (%Outlet)
Semanៀ�c Scales – Sonites Market – Period 8
The semanៀ�c scales study provides data based on a semanៀ�c differenៀ�al quesៀ�onnaire administered to 600 individuals. Several semanៀ�c scales corresponding to
the Sonites physical aퟀ�ributes were presented to the respondents. The figure below shows a sample scale for Power.
Several crucial informaៀ�on are derived from these quesៀ�onnaires: brand percepៀ�ons, ideal value along each scale, ideal value evoluៀ�on, brand maps.
Brand percepៀ�ons
Respondents are asked to rate each brand according to the way they perceive the brand on each characterisៀ�c. The reported results are summarized in the table
below, using the mean value for each brand.
Brand Firm Features Design Baퟀ�ery Display Power Price

LOAD Loki 2.6 2.9 2.0 2.9 3.0 2.1
LOCK Loki 6.1 2.0 5.0 4.7 1.5 2.1
LOVE Loki 4.3 5.8 2.3 6.5 5.6 6.2
MODE Merlins 6.5 4.7 6.1 4.7 4.6 2.2
MOON Merlins 2.9 5.0 1.9 4.4 4.1 5.6
MOST Merlins 6.3 1.5 5.5 4.8 1.9 2.0
MOVE Merlins 4.3 5.6 2.2 6.5 5.5 6.3
ROAR Roger 4.3 5.2 2.5 4.6 4.0 6.0
ROCK Roger 4.9 5.0 3.0 5.6 2.8 2.2
ROLL Roger 3.8 6.2 2.0 6.5 4.9 6.0
ROPE Roger 5.5 2.7 4.3 4.8 1.7 2.0
SOFT Supermen 3.0 3.5 3.1 3.8 2.3 2.1
SOLO Supermen 4.3 5.7 2.3 6.5 5.7 6.0
SONU Supermen 2.1 5.6 2.9 5.0 5.4 2.7
TOLL TRAFFORD 4.8 3.9 3.7 4.0 3.9 2.2
TONE TRAFFORD 3.6 2.9 2.8 3.6 2.4 2.1
TOPS TRAFFORD 4.3 5.7 2.2 6.5 5.6 6.0
Ideal Values
Respondents are also asked to indicate their preferred (also called “Ideal”) value on each scale. The reported results are summarized in the table below, using the
mean value for each segment.
Segment Features Design Baퟀ�ery Display Power Price

Explorers 4.0 3.1 4.8 5.7 5.8 4.7
Shoppers 2.5 5.1 3.0 5.4 5.3 2.1
Professionals 4.3 5.0 4.6 6.1 6.2 6.5
High Earners 3.1 5.2 3.0 3.6 4.0 5.6
Savers 2.8 4.0 2.0 3.6 2.9 2.1
Importance of characterisៀ�cs
Finally, respondents are asked to rate the importance of each characterisៀ�c in their purchasing decision. Although consumer segments differ on the exact
importance raៀ�ngs aퟀ�ributed to the characterisៀ�cs, they tend to agree on the ranking of the scales, i.e. their “relaៀ�ve” importance. This is why only average value
are reported on the chart below. Raៀ�ngs are given on a scale from 1 (not important) to 10 (very important).
Brand Maps
Maps represenៀ�ng consumers’ percepៀ�ons based on the semanៀ�c scales can be obtained for each pair of aퟀ�ributes. Five maps are provided below. We invite you
to export data into Excel and draw addiៀ�onal maps if needed
Brand Maps – Price X Features
Brand Maps – Price X Design
Brand Maps – Price X Baퟀ�ery
Brand Maps – Price X Display
Brand Maps – Price X Power
Ideal Value Evoluៀ�on
This study monitors the evoluៀ�on of consumer needs over ៀ�me. The preferred values on each scale over the past (3 years maximum) are recorded in the table
below, for each consumer segment.
Segment Period Features Design Baퟀ�ery Display Power Price

Explorers Period 6 4.2 2.6 5.1 5.7 5.8 4.2
High Earners Period 6 3.2 5.4 3.1 3.8 4.2 5.7
Professionals Period 6 4.5 5.1 4.7 6.0 6.1 6.2
Savers Period 6 2.7 3.9 1.9 3.3 2.6 2.1
Savers Period 7 2.8 3.9 2.0 3.5 2.8 2.1
Savers Period 8 2.8 4.0 2.0 3.6 2.9 2.1
Shoppers Period 6 2.3 5.1 3.0 5.1 5.1 2.3
Shoppers Period 7 2.4 5.1 3.0 5.2 5.2 2.2
Shoppers Period 8 2.5 5.1 3.0 5.4 5.3 2.1
Online Tool ‐ Addiៀ�onal Charts
The most important charts and graph of the Semanៀ�c Scales study are given in the above report.But an online tool provides addiៀ�onal charts that will allow you
to:
‐ Monitor the evoluៀ�on of ideal values in a visual way
‐ Design Powerful R&D projects as described in secៀ�on VI of the Markstrat Handbook
Access Addiៀ�onal Charts
Semanៀ�c Scales – Vodites Market – Period 8
The semanៀ�c scales study provides data based on a semanៀ�c differenៀ�al quesៀ�onnaire administered to 600 individuals. Several semanៀ�c scales corresponding to
the Vodites physical aퟀ�ributes were presented to the respondents. The figure below shows a sample scale for Power.
Several crucial informaៀ�on are derived from these quesៀ�onnaires: brand percepៀ�ons, ideal value along each scale, ideal value evoluៀ�on, brand maps.
Brand percepៀ�ons
Respondents are asked to rate each brand according to the way they perceive the brand on each characterisៀ�c. The reported results are summarized in the table
below, using the mean value for each brand.
Brand Firm Resoluៀ�on Energy Carbon Connecៀ�vity Apps Price

MEAD Merlins 2.7 1.5 1.5 4.3 1.5 5.1
REAL Roger 1.5 1.5 1.5 1.8 1.5 3.4
SEEK Supermen 4.9 4.4 4.0 4.6 4.5 5.9
SEYX Supermen 3.5 4.6 3.1 3.5 3.3 4.7
TEJA TRAFFORD 3.3 3.1 4.4 3.3 3.0 4.7
Ideal Values
Respondents are also asked to indicate their preferred (also called “Ideal”) value on each scale. The reported results are summarized in the table below, using the
mean value for each segment.
Segment Resoluៀ�on Energy Carbon Connecៀ�vity Apps Price

Innovators 5.5 3.9 4.0 5.4 3.9 5.5
Adopters 5.0 4.4 4.7 4.9 4.4 5.1
Followers 3.5 4.5 2.9 3.4 3.4 4.4
Importance of characterisៀ�cs
Finally, respondents are asked to rate the importance of each characterisៀ�c in their purchasing decision. Although consumer segments differ on the exact
importance raៀ�ngs aퟀ�ributed to the characterisៀ�cs, they tend to agree on the ranking of the scales, i.e. their “relaៀ�ve” importance. This is why only average value
are reported on the chart below. Raៀ�ngs are given on a scale from 1 (not important) to 10 (very important).
Brand Maps
Maps represenៀ�ng consumers’ percepៀ�ons based on the semanៀ�c scales can be obtained for each pair of aퟀ�ributes. Five maps are provided below. We invite you
to export data into Excel and draw addiៀ�onal maps if needed
Brand Maps – Connecៀ�vity X Resoluៀ�on
Brand Maps – Connecៀ�vity X Energy
Brand Maps – Connecៀ�vity X Carbon
Brand Maps – Connecៀ�vity X Apps
Brand Maps – Connecៀ�vity X Price
This study monitors the evoluៀ�on of consumer needs over ៀ�me. The preferred values on each scale over the past (3 years maximum) are recorded in the table
below, for each consumer segment.
Segment Period Resoluៀ�on Energy Carbon Connecៀ�vity Apps Price

Adopters Period 6 4.7 4.2 4.8 4.4 4.4 5.3
Adopters Period 7 4.8 4.3 4.8 4.6 4.4 5.2
Adopters Period 8 5.0 4.4 4.7 4.9 4.4 5.1
Followers Period 6 3.4 4.5 3.1 3.3 3.4 4.6
Innovators Period 6 5.4 3.6 4.1 5.2 3.9 5.8
The most important charts and graph of the Semanៀ�c Scales study are given in the above report.But an online tool provides addiៀ�onal charts that will allow you
to:
Mulៀ�dimensional Scaling of Brand Similariៀ�es & Preferences – Sonites Market – Period 8
This study provides a joint space configuraៀ�on obtained with non‐metric mulៀ�dimensional scaling. It relies on similarity and preference data on the complete set
of brands available in the market. These data were obtained through interviews with 200 individuals.
Perceptual Map
The study provides a graphical representaៀ�on of the perceptual posiៀ�oning of Sonites brands and consumer segments’ ideal points. Three dimensions, interpreted
as Economy, Performance, Convenience were sufficient to provide a good fit to the data. The two perceptual maps are given below.
Perceptual Map – Economy X Performance
Perceptual Map – Economy X Convenience
Brand Percepៀ�ons
The table below gives the coordinates of the brand posiៀ�ons on the perceptual map, on a scale from ‐20 to +20.
Brand Firm Economy Performance Convenience

LOAD Loki 13 ‐7 ‐9
LOCK Loki 13 ‐10 ‐6
LOVE Loki ‐15 14 6
MODE Merlins 12 4 8
MOON Merlins ‐11 1 1
MOST Merlins 13 ‐8 ‐9
MOVE Merlins ‐15 13 5
ROAR Roger ‐13 1 4
ROCK Roger 12 ‐2 4
ROLL Roger ‐13 9 8
ROPE Roger 13 ‐9 ‐5
SOFT Supermen 12 ‐8 ‐4
SOLO Supermen ‐14 14 6
SONU Supermen 9 9 5
TOLL TRAFFORD 12 ‐1 0
TONE TRAFFORD 13 ‐8 ‐7
TOPS TRAFFORD ‐14 13 6
Ideal Values
Segment Economy Performance Convenience

Explorers ‐5 12 ‐3
Shoppers 13 9 3
Professionals ‐17 14 6
High Earners ‐11 ‐1 4
Savers 13 ‐6 ‐4
This study monitors the evoluៀ�on of consumer needs over ៀ�me. The preferred values on each perceptual map dimension over the past (3 years maximum) are
recorded in the table below, for each consumer segment.
Segment Period Economy Performance Convenience

Explorers Period 6 ‐1 12 ‐5
High Earners Period 6 ‐11 0 5
High Earners Period 7 ‐11 0 4
High Earners Period 8 ‐11 ‐1 4
Professionals Period 6 ‐15 14 6
Savers Period 6 13 ‐8 ‐4
Shoppers Period 6 12 7 3
Influence of Product Characterisៀ�cs on Perceptual Dimensions
An indicaៀ�on of the influence of product characterisៀ�cs on perceptual dimensions is provided in the table below to help you interpret the dimension that were
derived from the study.
Dimension Features Design Baퟀ�ery Display Power Price

Economy None None None None None Very Strong
Performance None None None Slight Strong Slight
Convenience Slight Strong Slight None Slight None
The most important charts and graph of the mulៀ�dimensional scaling study are given in the above report.But an online tool provides addiៀ�onal charts that will
allow you to:
Mulៀ�dimensional Scaling of Brand Similariៀ�es & Preferences – Vodites Market – Period 8
This study provides a joint space configuraៀ�on obtained with non‐metric mulៀ�dimensional scaling. It relies on similarity and preference data on the complete set
of brands available in the market. These data were obtained through interviews with 200 individuals.
Perceptual Map
The study provides a graphical representaៀ�on of the perceptual posiៀ�oning of Vodites brands and consumer segments’ ideal points. Three dimensions, interpreted
as Economy, Autonomy, Sophisៀ�caៀ�on were sufficient to provide a good fit to the data. The two perceptual maps are given below.
Perceptual Map – Autonomy X Sophisៀ�caៀ�on
Perceptual Map – Autonomy X Economy
Brand Percepៀ�ons
Brand Firm Autonomy Sophisៀ�caៀ�on Economy

MEAD Merlins ‐4 ‐7 ‐7
REAL Roger ‐16 ‐14 4
SEEK Supermen 4 4 ‐13
SEYX Supermen ‐1 ‐2 ‐5
TEJA TRAFFORD ‐5 ‐5 ‐5
Ideal Values
Segment Autonomy Sophisៀ�caៀ�on Economy

Innovators 6 6 ‐10
Adopters 5 4 ‐7
Followers ‐2 ‐2 ‐3
This study monitors the evoluៀ�on of consumer needs over ៀ�me. The preferred values on each perceptual map dimension over the past (3 years maximum) are
recorded in the table below, for each consumer segment.
Segment Period Autonomy Sophisៀ�caៀ�on Economy

Adopters Period 6 2 3 ‐9
Followers Period 6 ‐2 ‐2 ‐4
Innovators Period 6 5 5 ‐12
Influence of Product Characterisៀ�cs on Perceptual Dimensions
An indicaៀ�on of the influence of product characterisៀ�cs on perceptual dimensions is provided in the table below to help you interpret the dimension that were
derived from the study.
Dimension Resoluៀ�on Energy Carbon Connecៀ�vity Apps Price

Economy Slight None None Slight None Strong
Autonomy Slight Slight None Strong None Slight
Sophisៀ�caៀ�on Strong Slight Slight None Moderate None
The most important charts and graph of the mulៀ�dimensional scaling study are given in the above report.But an online tool provides addiៀ�onal charts that will
allow you to:
Compeៀ�ៀ�ve Adverៀ�sing Esៀ�mates – Sonites Market – Period 8
Esៀ�mates of compeៀ�ៀ�ve adverៀ�sing budgets are given by firm, by brand and by consumer segments. All brands marketed in the current period are included in the
study.
Esៀ�mated Total Adverៀ�sing Expenditures (in million dollars) – By Firm and by Consumer Segment
Esៀ�mated Brand Adverៀ�sing Expenditures (in thousand dollars) – Total and by Consumer Segment
Brand Explorers Shoppers Professionals High Earners Savers TOTAL
TONE 380 660 280 280 1,640 3,240
MOST 380 920 270 270 1,350 3,190
SOFT 360 300 240 240 1,800 2,940
SONU 420 1,580 260 260 260 2,780
MOVE 340 230 1,340 620 230 2,760
SOLO 320 210 1,120 750 210 2,610
LOCK 230 230 230 230 1,540 2,460
LOVE 230 230 1,490 230 230 2,410
TOPS 320 380 800 530 210 2,240
MOON 220 170 320 1,140 170 2,020
ROPE 170 170 170 170 1,330 2,010
ROCK 170 1,330 170 170 170 2,010
LOAD 180 1,190 180 180 180 1,910
ROLL 170 170 1,130 170 170 1,810
ROAR 170 170 170 1,080 170 1,760
TOLL 270 810 160 160 330 1,730
MODE 110 460 60 60 110 800
TOTAL 4,440 9,210 8,390 6,540 10,100 38,680
Esៀ�mated Communicaៀ�on Dimensions and Message Quality
The table below provides an esៀ�mate of the dimensions that have been used in brand communicaៀ�on, as well as an esៀ�mate of the message quality. Higher
message qualiៀ�es are obtained with higher adverៀ�sing research budgets.
Brand Firm Communicaៀ�on Dimensions Message Quality

LOCK Loki Convenience & Performance Excellent
LOVE Loki Economy Excellent
LOAD Loki Convenience & Performance Excellent
MOON Merlins Convenience & Economy Poor
MOST Merlins Convenience & Economy Good
MOVE Merlins Convenience & Economy Excellent
MODE Merlins Convenience & Economy Poor
ROCK Roger Economy & Convenience Average
ROLL Roger Performance & Convenience Average
ROPE Roger Convenience & Economy Average
ROAR Roger Performance & Convenience Average
SOFT Supermen Performance & Convenience Excellent
SOLO Supermen Convenience & Performance Poor
SONU Supermen Convenience & Performance Poor
TOLL TRAFFORD Performance & Convenience Poor
TONE TRAFFORD Price & PPower Excellent
TOPS TRAFFORD Economy & Performance Poor
Compeៀ�ៀ�ve Commercial Team Size Esៀ�mates – Sonites Market – Period 8
Esៀ�mates of compeៀ�ៀ�ve commercial team size are given by firm, by brand and by distribuៀ�on channel. The breakdown by brand and channel is also provided. All
brands marketed in the current period are included in the study.
Esៀ�mated Commercial Team Size (in full‐ៀ�me equivalent) – By Firm and by Distribuៀ�on Channel
Esៀ�mated Brand Commercial Team Sizes (in commercial people equivalent) – Total and by Distribuៀ�on Channel
Brand Specialty stores Mass Merch. Online Stores TOTAL
TONE 12 32 10 54
SONU 20 20 8 48
TOPS 20 12 14 46
ROCK 12 27 7 46
SOFT 14 25 6 45
ROPE 11 28 6 45
SOLO 21 12 11 44
MOST 10 24 6 40
TOLL 9 22 8 39
ROAR 22 11 5 38
ROLL 19 9 7 35
LOCK 10 12 9 31
LOVE 12 8 8 28
MOVE 18 5 4 27
MOON 10 6 3 19
LOAD 6 6 4 16
MODE 2 8 2 12
TOTAL 228 267 118 613
Compeៀ�ៀ�ve Adverៀ�sing Esៀ�mates – Vodites Market – Period 8
Esៀ�mates of compeៀ�ៀ�ve adverៀ�sing budgets are given by firm, by brand and by consumer segments. All brands marketed in the current period are included in the
study.
Esៀ�mated Total Adverៀ�sing Expenditures (in million dollars) – By Firm and by Consumer Segment
Esៀ�mated Brand Adverៀ�sing Expenditures (in thousand dollars) – Total and by Consumer Segment
Brand Innovators Adopters Followers TOTAL
MEAD 950 1,510 2,840 5,300
TEJA 780 1,000 2,570 4,350
SEYX 530 530 2,520 3,580
SEEK 910 1,710 590 3,210
REAL 180 180 890 1,250
TOTAL 3,350 4,930 9,410 17,690
Esៀ�mated Communicaៀ�on Dimensions and Message Quality
The table below provides an esៀ�mate of the dimensions that have been used in brand communicaៀ�on, as well as an esៀ�mate of the message quality. Higher
message qualiៀ�es are obtained with higher adverៀ�sing research budgets.
Brand Firm Communicaៀ�on Dimensions Message Quality

MEAD Merlins Connecៀ�vity & Price Excellent
REAL Roger Economy Average
SEEK Supermen Autonomy & Sophisៀ�caៀ�on Average
SEYX Supermen Autonomy & Sophisៀ�caៀ�on Poor
TEJA TRAFFORD Connecៀ�vity & Price Excellent
Compeៀ�ៀ�ve Commercial Team Size Esៀ�mates – Vodites Market – Period 8
Esៀ�mates of compeៀ�ៀ�ve commercial team size are given by firm, by brand and by distribuៀ�on channel. The breakdown by brand and channel is also provided. All
brands marketed in the current period are included in the study.
Esៀ�mated Commercial Team Size (in full‐ៀ�me equivalent) – By Firm and by Distribuៀ�on Channel
Esៀ�mated Brand Commercial Team Sizes (in commercial people equivalent) – Total and by Distribuៀ�on Channel
Brand Specialty stores Mass Merch. Online Stores TOTAL
SEYX 20 27 12 59
MEAD 14 28 8 50
TEJA 10 24 12 46
SEEK 25 14 7 46
REAL 18 12 7 37
TOTAL 87 105 46 238
Adverៀ�sing Experiment – Sonites Market – Period 8
This experiment is conducted by increasing adverៀ�sing budgets in a selected regional market. The results of the study are used to project the level of awareness
and the market share that would have been achieved naៀ�onwide by each brand with the same increase in adverៀ�sing, and if compeៀ�ៀ�ve acៀ�ons have remained
unchanged. The impact on brand contribuៀ�on is provided as well.
The results below would have been achieved by a given brand if its adverៀ�sing budget had been increased by 20% and if compeៀ�ៀ�ve acៀ�ons had remained
unchanged.
You did not produce enough units of MODE. The results of the experiment below are irrelevant because producៀ�on could not ship enough units to the test regional market and
could not avoid the producៀ�on shortage situaៀ�on.
Expected Change in Contribuៀ�on (in K$)
Expected Change in Brand Awareness Expected Change in unit Market Share (%U)
High High
Brand Explorers Shoppers Professionals Savers Brand Explorers Shoppers Professionals Savers
Earners Earners
MODE 1.3 % 0.5 % 0.2 % 0.2 % 0.1 % MODE 0.0 % 0.0 % 0.0 % 0.0 % 0.0 %
MOON 2.2 % 0.2 % 0.8 % 1.9 % 0.2 % MOON 0.3 % 0.0 % 0.0 % 3.3 % 0.0 %
MOST 1.4 % 0.6 % 0.6 % 0.6 % 0.6 % MOST 0.0 % 0.2 % 0.0 % 0.0 % 1.2 %
MOVE 1.3 % 0.2 % 1.1 % 0.8 % 0.2 % MOVE 0.0 % 0.0 % 0.4 % 0.0 % 0.0 %
Commercial Team Experiment – Sonites Market – Period 8
This experiment is set up by increasing the number of commercial people per channel in a selected regional market. The results of the study are used to project
the addiៀ�onal number of distributors and the market share that would have been achieved naៀ�onwide by each brand with the same increase in commercial team
and if compeៀ�ៀ�ve acៀ�ons have remained unchanged. The impact on brand contribuៀ�on is provided as well.
The results below would have been achieved if the number of salespeople had been increased by 10 in each channel and if compeៀ�ៀ�ve acៀ�ons had remained
unchanged.
You did not produce enough units of MODE. The results of the experiment below are irrelevant because producៀ�on could not ship enough units to the test regional market and
Expected Change in Number of Distributors Expected Change in unit Market Share (%U)
Brand Specialty stores Mass Merch. Online Stores Brand Specialty stores Mass Merch. Online Stores

MODE 74 90 41 MODE 0.0 % 0.0 % 0.1 %
MOON 198 78 52 MOON 0.4 % 0.1 % 0.6 %
MOST 211 99 68 MOST 0.3 % 0.3 % 0.8 %
MOVE 192 71 61 MOVE 0.4 % 0.1 % 0.6 %
unchanged.
You did not produce enough units of ROCK. The results of the experiment below are irrelevant because producៀ�on could not ship enough units to the test regional market and
High High
Earners Earners
ROAR 1.8 % 0.3 % 0.5 % 2.1 % 0.2 % ROAR 0.2 % 0.0 % 0.0 % 1.0 % 0.0 %
ROCK 1.0 % 0.6 % 0.3 % 0.3 % 0.1 % ROCK 0.0 % 0.9 % 0.0 % 0.0 % ‐0.9 %
ROLL 0.9 % 0.2 % 1.0 % 0.2 % 0.1 % ROLL 0.3 % 0.0 % 0.1 % 0.0 % 0.0 %
ROPE 1.4 % 0.2 % 0.5 % 0.5 % 0.7 % ROPE 0.0 % 0.0 % 0.0 % 0.0 % 0.3 %
unchanged.
You did not produce enough units of ROCK. The results of the experiment below are irrelevant because producៀ�on could not ship enough units to the test regional market and

ROAR 99 79 41 ROAR 0.3 % 0.1 % 0.4 %
ROCK 125 74 44 ROCK 0.0 % 0.0 % 0.3 %
ROLL 109 73 43 ROLL 0.1 % 0.0 % 0.2 %
ROPE 120 75 45 ROPE 0.3 % 0.5 % 0.8 %
unchanged.
You did not produce enough units of SOFT. The results of the experiment below are irrelevant because producៀ�on could not ship enough units to the test regional market and
You did not produce enough units of SONU. The results of the experiment below are irrelevant because producៀ�on could not ship enough units to the test regional market and
High High
Earners Earners
SOFT 1.5 % 0.2 % 0.5 % 0.5 % 0.9 % SOFT ‐0.1 % ‐0.2 % 0.0 % 0.0 % 0.3 %
SOLO 1.2 % 0.2 % 1.3 % 0.9 % 0.2 % SOLO 0.3 % 0.0 % 0.7 % 0.2 % 0.0 %
SONU 3.4 % 1.9 % 0.9 % 0.8 % 0.4 % SONU 0.1 % 0.2 % 0.0 % 0.0 % 0.0 %
unchanged.
You did not produce enough units of SOFT. The results of the experiment below are irrelevant because producៀ�on could not ship enough units to the test regional market and
You did not produce enough units of SONU. The results of the experiment below are irrelevant because producៀ�on could not ship enough units to the test regional market and

SOFT 109 76 34 SOFT 0.0 % 0.0 % 0.2 %
SOLO 93 77 28 SOLO 0.2 % 0.1 % 0.3 %
SONU 101 81 34 SONU 0.0 % 0.0 % 0.2 %
unchanged.
High High
Earners Earners
TOLL 2.1 % 1.0 % 0.5 % 0.5 % 0.4 % TOLL 0.0 % 0.9 % 0.0 % 0.0 % 0.0 %
TONE 1.2 % 0.5 % 0.6 % 0.5 % 0.7 % TONE 0.2 % 0.2 % 0.0 % 0.0 % 1.7 %
TOPS 1.3 % 0.3 % 1.0 % 0.6 % 0.2 % TOPS ‐0.4 % 0.0 % 4.2 % 0.1 % 0.0 %
unchanged.

TOLL 206 85 30 TOLL 0.4 % 0.3 % 0.5 %
TONE 224 72 29 TONE 0.4 % 0.2 % 0.6 %
TOPS 189 85 20 TOPS 0.4 % 0.1 % 0.3 %
unchanged.
High High
Earners Earners
LOAD 1.8 % 1.2 % 0.5 % 0.4 % 0.1 % LOAD 0.1 % 0.2 % 0.0 % 0.0 % 0.1 %
LOCK 1.2 % 0.2 % 0.4 % 0.4 % 0.7 % LOCK 0.1 % 0.2 % 0.0 % 0.0 % 0.5 %
LOVE 1.4 % 0.2 % 1.1 % 0.5 % 0.2 % LOVE ‐0.3 % 0.0 % 0.7 % 0.0 % 0.0 %
unchanged.

LOAD 334 219 62 LOAD 0.2 % 0.2 % 0.3 %
LOCK 390 293 61 LOCK 0.5 % 0.8 % 0.8 %
LOVE 388 244 61 LOVE 0.8 % 0.3 % 0.8 %
Adverៀ�sing Experiment – Vodites Market – Period 8
unchanged.
Brand Innovators Adopters Followers Brand Innovators Adopters Followers

MEAD 2.1 % 1.6 % 1.7 % MEAD 0.3 % 0.3 % 0.7 %
Commercial Team Experiment – Vodites Market – Period 8
unchanged.

MEAD 216 117 62 MEAD 0.7 % 0.4 % 1.7 %
unchanged.

REAL 0.6 % 0.3 % 0.7 % REAL ‐0.1 % 0.0 % ‐0.1 %
unchanged.

REAL 129 105 46 REAL 0.1 % 0.1 % 0.2 %
unchanged.
You did not produce enough units of SEYX. The results of the experiment below are irrelevant because producៀ�on could not ship enough units to the test regional market and

SEEK 1.5 % 1.6 % 0.4 % SEEK 1.5 % 1.6 % 0.1 %
SEYX 2.9 % 1.4 % 2.4 % SEYX 0.0 % ‐0.1 % 0.1 %
unchanged.
You did not produce enough units of SEYX. The results of the experiment below are irrelevant because producៀ�on could not ship enough units to the test regional market and

SEEK 59 65 23 SEEK 0.5 % 0.3 % 0.7 %
SEYX 68 72 23 SEYX 0.0 % 0.0 % 0.2 %
unchanged.
You did not produce enough units of TEJA. The results of the experiment below are irrelevant because producៀ�on could not ship enough units to the test regional market and

TEJA 1.8 % 1.3 % 1.3 % TEJA ‐0.1 % ‐0.2 % 0.4 %
unchanged.
You did not produce enough units of TEJA. The results of the experiment below are irrelevant because producៀ�on could not ship enough units to the test regional market and

TEJA 213 100 29 TEJA 0.2 % 0.0 % 0.2 %
unchanged.
You did not launch any brand in this market
unchanged.
You did not launch any brand in this market
http://markstrat.stratxsimulations.com/WebApp_MarkstratWeb/ReportsLayout/DisplayPrintsInstructorOneTeamV2.aspx?PrintControlsID=9b3ce10da… 100/106
Market Forecast – Sonites Market – Period 8
This study provides esៀ�mates of the expected market size in one period and in five periods. Results are given for the whole market and are also broken down by
consumer segment.
Total Market Size
The charts below show the actual market size this period and the expected market size in one and five periods. Market growth rates are reported as well. Market
sizes are given in thousands of units.
Market Size (in thousands of units) Market Growth rates (in %)
Market Size by Consumer Segment
The charts below show the actual market size this period and the expected market size in one and five periods. Results are broken down by segment. Relaៀ�ve
segment size, in % of the total market size, and segment growth rates are reported as well. Sizes are given in thousands of units.
Market size broken down by consumer segment (in thousands of units)
Consumer Segment Growth Rates (in % units)
Relaៀ�ve Consumer Segment Sizes (in % of total market size)
Current Period In Five Periods
Market Forecast – Vodites Market – Period 8
This study provides esៀ�mates of the expected market size in one period and in five periods. Results are given for the whole market and are also broken down by
consumer segment.
Total Market Size
The charts below show the actual market size this period and the expected market size in one and five periods. Market growth rates are reported as well. Market
sizes are given in thousands of units.
Market Size (in thousands of units) Market Growth rates (in %)
Market Size by Consumer Segment
The charts below show the actual market size this period and the expected market size in one and five periods. Results are broken down by segment. Relaៀ�ve
segment size, in % of the total market size, and segment growth rates are reported as well. Sizes are given in thousands of units.
Market size broken down by consumer segment (in thousands of units)
Consumer Segment Growth Rates (in % units)
Relaៀ�ve Consumer Segment Sizes (in % of total market size)
Current Period In Five Periods
Conjoint Analysis – Sonites Market – Period 8
This study enables firms to esៀ�mate the relaៀ�ve importance of the price and physical characterisៀ�cs of a product category. Only the three characterisៀ�cs that are
perceived as most important are included in the study. The study also provides the uៀ�lity aퟀ�ached by consumers to varying levels of price and characterisៀ�cs.
Results are broken down by consumer segment.
Relaៀ�ve importance of price and physical characterisៀ�cs
Uៀ�lity charts
The charts below show the uៀ�liៀ�es aퟀ�ached to four arbitrary levels in each dimension included in the study. Uៀ�liៀ�es are measured on a scale from 0 (very low
uៀ�lity) to 1 (very high uៀ�lity): the higher the uៀ�lity the higher the preference of consumer for the corresponding level in this dimension. The four levels have been
chosen in the feasible range for the dimension so as to test varying levels of interest for the segment. Results are broken down by consumer segment.
Explorers
High Earners
Professionals
Savers
Shoppers
Conjoint Analysis – Vodites Market – Period 8
This study enables firms to esៀ�mate the relaៀ�ve importance of the price and physical characterisៀ�cs of a product category. Only the three characterisៀ�cs that are
perceived as most important are included in the study. The study also provides the uៀ�lity aퟀ�ached by consumers to varying levels of price and characterisៀ�cs.
Results are broken down by consumer segment.
Relaៀ�ve importance of price and physical characterisៀ�cs
Uៀ�lity charts
The charts below show the uៀ�liៀ�es aퟀ�ached to four arbitrary levels in each dimension included in the study. Uៀ�liៀ�es are measured on a scale from 0 (very low
uៀ�lity) to 1 (very high uៀ�lity): the higher the uៀ�lity the higher the preference of consumer for the corresponding level in this dimension. The four levels have been
chosen in the feasible range for the dimension so as to test varying levels of interest for the segment. Results are broken down by consumer segment.
Adopters
Followers
Innovators

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Period 8 Period 7 Period 6 Period 5 Period 4 Cumulaៀ�ve

MODE MOON MOST MOVE MEAD

MODE MOON MOST MOVE MEAD

MODE MOON MOST MOVE MEAD

MODE MOON MOST MOVE MEAD

Specialty stores Mass Merch. Online Stores

MODE MOON MOST MOVE MEAD

MOST MOVE MODE MOON MEAD

MOST MOVE MODE MOON MEAD

Physical Characterisៀ�cs Base Cost in $ Cumulaៀ�ve Budget

Available Physical Characterisៀ�cs Base Cost in $ Cumulaៀ�ve Plaៀ�orm of

Requested Requested Minimum

MOON MOST MOVE MODE

MOON MOST MOVE MODE

MODE MOON MOST MOVE

MOON MOST MOVE MODE

MODE MOON MOST MOVE

Period 8 Period 7 Period 6 Period 5 Period 4 Cumulaៀ�ve

ROAR ROCK ROLL ROPE REAL

ROAR ROCK ROLL ROPE REAL

ROAR ROCK ROLL ROPE REAL

ROAR ROCK ROLL ROPE REAL

Specialty stores Mass Merch. Online Stores

ROAR ROCK ROLL ROPE REAL

ROCK ROLL ROPE ROAR REAL

ROCK ROLL ROPE ROAR REAL

Physical Characterisៀ�cs Base Cost in $ Cumulaៀ�ve Budget

Available Physical Characterisៀ�cs Base Cost in $ Cumulaៀ�ve Plaៀ�orm of

Requested Requested Minimum

ROCK ROLL ROPE ROAR

ROCK ROLL ROPE ROAR

ROAR ROCK ROLL ROPE

ROCK ROLL ROPE ROAR

ROAR ROCK ROLL ROPE

Connecៀ�vity Requested Requested Minimum

Period 8 Period 7 Period 6 Period 5 Period 4 Cumulaៀ�ve

SOFT SOLO SONU SEEK SEYX

SOFT SOLO SONU SEEK SEYX

SOFT SOLO SONU SEEK SEYX

SOFT SOLO SONU SEEK SEYX

Specialty stores Mass Merch. Online Stores

SOFT SOLO SONU SEEK SEYX

SOFT SOLO SONU SEEK SEYX

SOFT SOLO SONU SEEK SEYX

Physical Characterisៀ�cs Base Cost in $ Cumulaៀ�ve Budget

Available Physical Characterisៀ�cs Base Cost in $ Cumulaៀ�ve Plaៀ�orm of

Requested Requested Minimum

SOFT SOLO SONU

SOFT SOLO SONU

SOFT SOLO SONU

SOFT SOLO SONU

SOFT SOLO SONU

Period 8 Period 7 Period 6 Period 5 Period 4 Cumulaៀ�ve

TOLL TONE TOPS TEJA

TOLL TONE TOPS TEJA

TOLL TONE TOPS TEJA

TOLL TONE TOPS TEJA

Specialty stores Mass Merch. Online Stores

TOLL TONE TOPS TEJA

TONE TOPS TOLL TEJA

TONE TOPS TOLL TEJA

Physical Characterisៀ�cs Base Cost in $ Cumulaៀ�ve Budget