Practice A Annual Report p06

INDUSTRY PRACTICE - FIRM A
ANNUAL REPORT
PERIOD 6
COMPANY REPORT
Based on scenario CHRONOS9
PERIOD 6
Demo Instructor
Markstrat Demo Course
15/04/2010 -->31/12/2010
StratX Simulations
France
02/11/2010
Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX
1/39
ANNUAL REPORT
PERIOD 6
COMPANY RESULTS
COMPANY SCORECARD
Unit
Market share
Total
Sonite market
Vodite market
Retail sales
Total
Sonite market
Vodite market
Contribution
Before marketing
After marketing
Net
Cumulative net
Shareholder value
Stock price index
Current return on investment
Cumulative return on investment
Annual results
Evolution since P0
Period 5
Period 6
%change
Ratio
P6/P0
Average
growth
%$
%$
%$
7.0%
7.7%
2.0%
6.4%
7.4%
0.4%
-8.2%
-4.1%
-81.5%
x 0.24
x 0.28
-
-20.9%
-19.0%
-
K$
K$
K$
67 179
64 628
2 550
71 584
70 983
601
6.6%
9.8%
-76.4%
x 0.77
x 0.76
-
-4.3%
-4.4%
-
K$
K$
K$
K$
21 516
11 036
10 330
101 793
25 080
14 844
13 965
115 758
16.6%
34.5%
35.2%
13.7%
x 1.09
x 0.86
x 0.82
x 6.80
1.4%
-2.5%
-3.3%
37.6%
Base 1000
Ratio
Ratio
643
0.92
1.56
651
1.26
1.51
1.2%
36.0%
-2.8%
x 0.65
x 0.45
x 0.54
-6.9%
-12.6%
-9.8%
Unit
Total
Sonite market
Vodite market
U
$
$
K$
156 661
457
298
46 715
155 791
456
297
46 325
870
691
449
390
U
K$
K$
K$
K$
157 400
-19 058
-2 575
-1
25 080
141 400
-18 824
-1 264
-1
26 236
16 000
-235
-1 311
0
-1 155
K$
K$
K$
K$
-5 900
-1 200
-3 136
14 844
-5 000
-900
-2 872
17 464
-900
-300
-264
-2 619
K$
K$
K$
K$
K$
K$
-879
0
0
0
13 965
10 700
-456
0
-391
0
COMPANY PERFORMANCE
Sales
Units sold
Average retail price
Average selling price
Revenues
Production
Units produced
Cost of goods sold
Inventory holding cost
Inventory disposal loss
Contribution before marketing
Marketing
Advertising expenditures
Advertising research expenditures
Sales force
Contribution after marketing
Other expenses
Market research studies
Research and development
Interest paid
Exceptional cost or profit
Net contribution
Next period budget
INSTRUCTOR AND SIMULATION MESSAGES

Messages
The physical characteristics of brand SAKE were modified this period. The obsolete
inventory (69 units) was sold to a trading company at 80.0 % of transfer cost.
The difference was charged as an inventory disposal loss of K$1.
02/11/2010
2/39
ANNUAL REPORT
PERIOD 6
BRAND RESULTS
CONTRIBUTION BY BRAND
Sonite Brands
Base R&D project
Sales
Units sold
Revenues
Production
Units produced
Current unit transfer cost
Average unit transfer cost
Cost of goods sold
Units in inventory
Marketing
Sales force
Unit
Total
SAKE
PSAKE
SAPO
PSAK2
SAXX
PSALO
U
$
$
K$
155 791
456
297
46 325
101 069
472
309
31 216
44 698
469
302
13 518
10 024
228
159
1 591
U
$
$
K$
U
K$
K$
K$
141 400
121
-18 824
86 512
-1 264
-1
26 236
101 100
122
122
-12 297
31
0
-1
18 917
40 300
108
118
-5 271
17 606
-228
0
8 019
0
125
125
-1 256
68 876
-1 036
0
-701
K$
K$
K$
K$
-5 000
-900
-2 872
17 464
-1 000
-400
-1 188
16 329
-4 000
-500
-1 618
1 902
0
0
-66
-767
Unit
Total
VAXX
PVAK2
VAVA
PVAKE
U
$
$
K$
870
691
449
390
532
641
425
226
338
769
487
164
U
$
$
K$
U
K$
K$
K$
16 000
270
-235
40 585
-1 311
0
-1 155
16 000
270
270
-144
15 468
-502
0
-420
0
268
268
-91
25 117
-809
0
-735
K$
K$
K$
K$
-900
-300
-264
-2 619
-900
-300
-264
-1 884
0
0
0
-735
CONTRIBUTION BY BRAND
Vodite Brands
Base R&D project
Sales
Units sold
Revenues
Production
Units produced
Current unit transfer cost
Average unit transfer cost
Cost of goods sold
Units in inventory
Marketing
Sales force
MARKET SHARES AND DISTRIBUTION COVERAGE

Sonite Brands
Market shares
Distribution coverage in %
Specialty stores (27 727 outlets)
Depart. stores (6 661 outlets)
Mass Merchandis. (12 149 outlets)
02/11/2010
Unit
%U
%$
%
%
%
Total
5.2%
7.4%
SAKE
3.3%
5.0%
SAPO
1.5%
2.2%
SAXX
0.3%
0.2%
28.8%
30.6%
16.2%
34.5%
21.1%
22.5%
0.2%
0.4%
9.4%
3/39
ANNUAL REPORT
PERIOD 6
MARKET SHARES AND DISTRIBUTION COVERAGE

Vodite Brands
Market shares
Distribution coverage in %
Specialty stores (27 727 outlets)
Depart. stores (6 661 outlets)
Mass Merchandis. (12 149 outlets)
02/11/2010
Unit
%U
%$
%
%
%
Total
0.4%
0.4%
VAXX
0.2%
0.2%
VAVA
0.2%
0.2%
19.7%
17.5%
24.9%
0.5%
0.5%
0.5%
4/39
ANNUAL REPORT
PERIOD 6
RESEARCH & DEVELOPMENT RESULTS

SONITE R&D PROJECTS
Name
Weight
(Kg)
13
17
15
13
15
PSAKE
PSAFE
PSAF2
PSAK2
PSALO
Physical Characteristics
Design
Volume
Max Freq
(Index)
(Dm3)
(KHz)
7
45
30
4
90
48
5
37
43
10
45
30
7
35
18
Power
(W)
75
95
92
75
56
Base Cost $
Current
Minimum
realistic
194
143
199
157
212
164
212
154
138
116
Allocated Budget K$
Cumulative
Req. for
completion
1 500 Avail. in P-1
2 000 Avail. in P-1
1 060 Avail. in P1
640 Avail. in P1
1 590 Avail. in P3
Weight
(g)
100
100
Base Cost $
Current
Minimum
realistic
243
179
178
147
Allocated Budget K$
Cumulative
Req. for
completion
8 830 Avail. in P2
3 310 Avail. in P4
(*) Projects identified in bold have been completed in this period.
VODITE R&D PROJECTS

Name
PVAKE
PVAK2
Autonomy
(M)
80
53
Physical Characteristics
Max Freq
Diameter
Design
(KHz)
(Mm)
(Index)
17
70
6
12
55
4
(*) Projects identified in bold have been completed in this period.
02/11/2010
5/39
ANNUAL REPORT
PERIOD 6
CUMULATIVE RESULTS
CUMULATIVE BRAND RESULTS
Sales
Brand
Results since
period
SAKE
SAFE
SAPO
SAXX
VAVA
VAXX
0
0
3
4
3
6
Total Sonite
Total Vodite
Total all markets
Production
Marketing
Units sold
Retail sales
Revenues
Cost of
goods sold
Inventory
costs
Advertising
Sales force
Contrib. after
mktg.
KU
1 094
144
90
65
39
1
K$
472 964
56 566
42 382
15 304
36 186
341
K$
307 808
35 485
27 097
10 398
22 068
226
K$
144 990
26 457
10 910
8 059
11 808
144
K$
9
65
1 582
3 647
2 522
502
K$
20 350
4 100
6 750
2 300
1 400
1 200
K$
12 487
1 942
3 414
1 582
1 113
264
K$
129 971
2 922
4 440
-5 190
5 226
-1 884
1 393
39
1 432
587 217
36 527
623 744
380 788
22 295
403 082
190 416
11 952
202 368
5 302
3 024
8 326
33 500
2 600
36 100
19 425
1 377
20 802
132 144
3 342
135 486
CUMULATIVE COMPANY PERFORMANCE

Sales
Units sold
Retail sales
Revenues
Production
Cost of goods sold
Inventory holding and disposal cost
Marketing
Total advertising expenditures
Sales force expenditures
Other expenses
Interest paid
Net contribution
02/11/2010
Unit
Total
Sonite market
Vodite market
KU
K$
K$
1 432
623 744
403 082
1 393
587 217
380 788
39
36 527
22 295
K$
K$
-202 368
-8 326
-190 416
-5 302
-11 952
-3 024
K$
K$
K$
-36 100
-20 802
135 486
-33 500
-19 425
132 144
-2 600
-1 377
3 342
K$
K$
K$
K$
K$
-4 192
-15 430
0
-105
115 758
-2 910
-3 290
-1 094
-12 140
6/39
ANNUAL REPORT
PERIOD 6
DECISION SUMMARY
DECISION SUMMARY - BRAND MANAGEMENT
Sonite Brands
Base R&D project
Production planning
Inventory sold to trading company
Recommended retail price
Advertising budget
Advertising research budget
Targeted segments in %
Perceptual Objectives
Dimension 1
Objective 1
Dimension 2
Objective 2
SAPO
PSAK2
60
0
480
4 000
500
0
0
100
0
0
SAXX
PSALO
0
0
249
0
0
0
100
0
0
0
Convenience Convenience
[1,7] or [-20,+20]
7.0
8.0
Performance
None
[1,7] or [-20,+20]
11.0
-
None
None
-
KU
KU
$
K$
K$
Buffs
Singles
Professionals
High earners
Others
SAKE
PSAKE
120
0
480
1 000
400
0
0
0
100
0
DECISION SUMMARY - BRAND MANAGEMENT

Vodite Brands
Base R&D project
Production planning
Inventory sold to trading company
Recommended retail price
Advertising budget
Advertising research budget
VAXX
PVAK2
20
0
666
900
300
VAVA
PVAKE
0
0
780
0
0
0
100
0
100
0
0
Economy
5.0
Flexibility
[1,7] or [-20,+20]
6.0
None
None
-
KU
KU
$
K$
K$
Targeted segments in %
Innovators
Early Adopters
Followers
Perceptual Objectives
Dimension 1
Objective 1
Dimension 2
Objective 2
[1,7] or [-20,+20]
DECISION SUMMARY - SALES FORCE MANAGEMENT

Distribution Channels
Number of salespeople
Sales force effort allocation by brand (%)
SAKE
SAPO
SAXX
VAXX
VAVA
TOTAL
02/11/2010
Specialty stores
36
Depart. stores
34
Mass Merchandis.
25
28
58
0
14
0
100
53
41
0
6
0
100
32
56
8
4
0
100
7/39
ANNUAL REPORT
PERIOD 6
DECISION SUMMARY - MARKET RESEARCH STUDIES

Study
All markets
Yes
-
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
Market covered by study

Sonite
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Vodite
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
DECISION SUMMARY - LOAN AND BUDGET MODIFICATION

Corporate finance department
Increase in budget
Decrease in budget
Bank
Capital borrowed
Duration in number of periods
Interest rate
02/11/2010
K$
K$
515
0
K$
8/39
ANNUAL REPORT
PERIOD 6
NEWSLETTER
PERIOD 6
Demo Instructor
15/04/2010 -->31/12/2010
StratX Simulations
France
02/11/2010
9/39
ANNUAL REPORT
PERIOD 6
STOCK MARKET AND KEY PERFORMANCE INDICATORS

STOCK MARKET
Firm
U
E
O
I
A
Stock price index

base 1000
3 425
3 087
2 783
788
651
Market capitalization
K$
1 153 334
813 418
570 980
268 102
224 592
Net contribution (K$)

Period 6
Cumulative
175 918
501 687
84 329
342 545
72 271
284 394
23 770
140 686
13 965
115 758
COMPANY KEY PERFORMANCE INDICATORS

(period 6 values)
Market share
Total
Sonite market
Vodite market
Retail sales
Total
Sonite market
Vodite market
Contribution
Before marketing
After marketing
Net
Cumulative net
Shareholder value
Stock price index
Unit
%$
%$
%$
6.4%
7.4%
0.4%
24.6%
28.7%
0.0%
7.2%
8.4%
0.0%
18.1%
21.0%
0.6%
43.6%
34.4%
99.1%
K$
K$
K$
71 584
70 983
601
276 197
276 197
0
81 071
81 071
0
203 296
202 381
914
489 476
330 946
158 530
K$
K$
K$
K$
25 080
14 844
13 965
115 758
122 660
97 048
84 329
342 545
34 370
24 419
23 770
140 686
98 321
74 288
72 271
284 394
218 369
177 098
175 918
501 687
Base 1000
K$
Ratio
Ratio
651
224 592
1.26
1.51
3 087
813 418
2.20
2.53
788
268 102
2.24
2.04
2 783
570 980
2.77
2.43
3 425
1 153 334
4.14
3.31
-8.2%
-4.1%
-81.5%
-6.6%
-5.3%
-
-12.3%
-11.0%
-
-4.2%
-3.3%
-
10.5%
11.9%
1.1%
6.6%
9.8%
-76.4%
8.4%
8.4%
-
1.9%
1.9%
-
11.2%
10.7%
-
28.3%
28.2%
28.6%
16.6%
34.5%
35.2%
13.7%
12.6%
14.2%
3.0%
32.7%
6.4%
12.5%
12.2%
20.3%
16.4%
12.8%
38.6%
34.1%
34.7%
38.2%
39.0%
54.0%
1.2%
1.2%
36.0%
-2.8%
5.4%
5.4%
-27.2%
-4.9%
-1.3%
-1.3%
17.5%
1.9%
2.3%
2.3%
72.0%
4.2%
19.8%
19.8%
16.6%
10.9%
COMPANY KEY PERFORMANCE INDICATORS

(% change from period 5 to period 6)
Market share
Total
Sonite market
Vodite market
Retail sales
Total
Sonite market
Vodite market
Contribution
Before marketing
After marketing
Net
Cumulative net
Shareholder value
Stock price index
02/11/2010
10/39
ANNUAL REPORT
PERIOD 6
ECONOMIC VARIABLES AND COSTS

ECONOMIC VARIABLES
Unit
GNP growth rates
Inflation rate
Production
Inventory holding cost per annum
Loss incurred for inventory disposal
Sales force
Salesperson operating cost
Salesperson hiring and training cost
Salesperson firing cost
Forecast value
Period 7
2.0%
1.0%
%change
%
%
Actual value
Period 6
2.0%
1.0%
% transf. cost
% transf. cost
12.0%
20.0%
12.0%
20.0%
0.0%
0.0%
$
$
$
32 164
16 082
10 721
32 486
16 243
10 829
1.0%
1.0%
1.0%
0.0%
0.0%
COST OF MARKET RESEARCH STUDIES NEXT PERIOD

(all numbers in K$)
Study
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
Total market
Total if all studies ordered
02/11/2010
All markets
32
32
887
Market covered by study

Sonite
Vodite
65
108
65
11
38
22
32
16
27
38
38
460
43
76
54
11
38
22
32
16
27
38
38
395
11/39
ANNUAL REPORT
PERIOD 6
INFORMATION ON SONITE MARKET

CHARACTERISTICS OF MARKETED SONITE BRANDS
Firm
Brand
SAKE
SAPO
SAXX
SECT
SELL
SEXY
SIGH
SIAM
SOLO
SURF
SUBB
SUCK
I
O
U
New or
Modified
Modified
No
No
No
No
Modified
No
No
No
No
No
No
Weight
(Kg)
13
13
15
19
19
16
14
18
15
13
13
13
Physical characteristics
Design
Volume
Max Freq
(Index)
(Dm3)
(KHz)
7
45
30
10
45
30
7
35
18
8
70
17
8
65
19
10
60
42
7
50
35
8
75
25
8
35
33
7
40
40
7
40
40
7
40
40
Power
(W)
75
75
56
46
63
99
70
35
55
75
75
75
Base cost
($)
194
212
138
101
122
185
204
93
128
204
204
204
Retail price
($)
480
480
249
227
268
495
510
225
275
510
460
295
Retail sales
Period 6
Change
K$
%
47 724
-16.6%
20 970
561.0%
2 290
-45.5%
125 071
-7.8%
142 720
24.5%
8 406
92.1%
59 030
-7.9%
22 041
42.2%
202 381
10.7%
181 905
23.2%
108 117
36.6%
40 924
144.1%
961 579
14.5%
Share
%$
5.0%
2.2%
0.2%
13.0%
14.8%
0.9%
6.1%
2.3%
21.0%
18.9%
11.2%
4.3%
100.0%
INFORMATION ON SONITE MARKET - SALES AND MARKET SHARES

Firm
Brand
SAKE
SAPO
SAXX
E
SECT
SELL
SEXY
I
SIGH
SIAM
O
SOLO
U
SURF
SUBB
SUCK
Total Sonite market
02/11/2010
Period 5
U
143 023
6 716
18 551
571 900
425 600
8 613
127 396
73 483
695 069
297 472
179 318
62 134
2 663 243
Volume sold
Period 6
Change
U
%
101 069
-29.3%
44 698
565.5%
10 024
-46.0%
581 073
1.6%
545 300
28.1%
17 049
98.0%
117 486
-7.8%
104 378
42.0%
758 230
9.1%
362 985
22.0%
239 331
33.5%
139 181
124.0%
3 020 804
13.4%
Share
%U
3.3%
1.5%
0.3%
19.2%
18.1%
0.6%
3.9%
3.5%
25.1%
12.0%
7.9%
4.6%
100.0%
Period 5
K$
57 253
3 173
4 203
135 724
114 633
4 376
64 078
15 502
182 792
147 636
79 141
16 765
839 974
12/39
ANNUAL REPORT
PERIOD 6
INFORMATION ON VODITE MARKET

CHARACTERISTICS OF MARKETED VODITE BRANDS
Firm
Brand
VAXX
VAVA
VODO
VUAA
VUKK
O
U
New or
Modified
New
No
New
No
No
Autonomy
(M)
53
80
45
75
75
Physical characteristics
Max Freq
Diameter
Design
(KHz)
(Mm)
(Index)
12
55
4
17
70
6
12
50
3
14
64
6
14
64
6
Weight
(g)
100
100
55
58
58
Base cost
($)
178
243
269
315
315
Retail price
($)
666
780
550
620
800
Retail sales
Period 6
Change
K$
%
341
260
-89.8%
914
48 561
81.2%
109 969
14.0%
Share
%$
0.2%
0.2%
0.6%
30.3%
68.7%
INFORMATION ON VODITE MARKET - SALES AND MARKET SHARES

Firm
Brand
VAXX
VAVA
VODO
VUAA
VUKK
Period 5
U
0
3 079
0
42 551
115 532
Total Vodite market
161 162
A
O
U
02/11/2010
Volume sold
Period 6
Change
U
%
532
338
-89.0%
1 753
79 997
88.0%
138 311
19.7%
220 931
37.1%
Share
%U
0.2%
0.2%
0.8%
36.2%
62.6%
Period 5
K$
0
2 550
0
26 801
96 483
100.0%
125 834
160 045
27.2%
100.0%
13/39
ANNUAL REPORT
PERIOD 6
MARKET RESEARCH STUDIES

PERIOD 6
Demo Instructor
15/04/2010 -->31/12/2010
StratX Simulations
France
02/11/2010
14/39
ANNUAL REPORT
PERIOD 6
INDUSTRY BENCHMARKING
BENCHMARKING - ESTIMATED OVERALL PERFORMANCE
Sales
Retail sales
Revenues
Production
Cost of goods sold
Marketing
Sales force
Other expenses
Interest paid
Net contribution
Next period budget
Unit
K$
K$
71 584
46 715
276 197
185 391
81 071
53 527
203 296
134 948
489 476
318 431
K$
K$
K$
K$
-19 058
-2 575
-1
25 080
-59 233
-1 250
-2 248
122 660
-19 155
-1
0
34 370
-35 634
-993
0
98 321
-100 058
-4
0
218 369
K$
K$
K$
K$
-5 900
-1 200
-3 136
14 844
-15 400
-3 200
-7 012
97 048
-6 296
-600
-3 056
24 419
-14 788
-2 250
-6 996
74 288
-25 470
-4 350
-11 450
177 098
K$
K$
K$
K$
K$
K$
-879
0
0
0
13 965
10 700
-879
-11 840
0
0
84 329
42 150
-649
0
0
0
23 770
11 900
-96
-1 920
0
0
72 271
36 150
-879
-300
0
-2
175 918
42 900
BENCHMARKING - ESTIMATED PERFORMANCE IN SONITE MARKET

Sales
Retail sales
Revenues
Production
Cost of goods sold
Marketing
Sales force
Unit
K$
K$
70 983
46 325
276 197
185 391
81 071
53 527
202 381
134 324
330 946
218 512
K$
K$
K$
K$
-18 824
-1 264
-1
26 236
-59 233
-1 250
-2 248
122 660
-19 155
-1
0
34 370
-34 982
0
0
99 342
-53 271
-2
0
165 239
K$
K$
K$
K$
-5 000
-900
-2 872
17 464
-15 400
-3 200
-7 012
97 048
-6 296
-600
-3 056
24 419
-13 288
-2 000
-6 458
77 596
-16 000
-2 650
-8 195
138 394
BENCHMARKING - ESTIMATED PERFORMANCE IN VODITE MARKET

Sales
Retail sales
Revenues
Production
Cost of goods sold
Marketing
Sales force
02/11/2010
Unit
K$
K$
601
390
0
0
0
0
914
624
158 530
99 920
K$
K$
K$
K$
-235
-1 311
0
-1 155
0
0
0
0
0
0
0
0
-652
-992
0
-1 020
-46 787
-3
0
53 130
K$
K$
K$
K$
-900
-300
-264
-2 619
0
0
0
0
0
0
0
0
-1 500
-250
-538
-3 308
-9 470
-1 700
-3 256
38 704
15/39
ANNUAL REPORT
PERIOD 6
CONSUMER SURVEY - SONITE MARKET

CONSUMER SURVEY - BRAND AWARENESS BY SEGMENT
Firm
A
Brand
SAKE
SAPO
SAXX
SECT
SELL
SEXY
SIGH
SIAM
SOLO
SURF
SUBB
SUCK
I
O
U
Buffs
43.4%
16.2%
8.0%
49.2%
59.3%
15.8%
51.4%
8.9%
63.7%
52.3%
27.9%
40.7%
Singles
43.2%
13.4%
17.4%
58.0%
75.7%
15.5%
50.1%
10.3%
84.3%
51.4%
27.2%
14.3%
Pros
65.8%
50.7%
8.5%
58.7%
58.4%
39.7%
78.4%
14.8%
73.2%
73.4%
33.8%
22.0%
HiEarners
65.6%
14.2%
7.8%
57.0%
53.3%
41.6%
61.5%
11.4%
69.2%
78.6%
68.0%
16.3%
Others
34.0%
10.6%
7.4%
72.0%
42.3%
11.9%
37.6%
22.9%
57.4%
40.4%
23.6%
9.9%
Total
46.3%
15.8%
10.7%
60.7%
58.2%
21.0%
50.8%
14.3%
69.9%
54.9%
34.2%
17.8%
Others
0.6%
0.1%
6.6%
51.5%
9.9%
0.1%
0.5%
19.0%
10.3%
0.6%
0.3%
0.5%
100.0%
Total
5.4%
2.5%
2.5%
17.3%
17.1%
0.8%
4.8%
6.1%
18.8%
10.7%
7.8%
6.3%
100.0%
CONSUMER SURVEY - PURCHASE INTENTIONS

Firm
A
Brand
SAKE
SAPO
SAXX
SECT
SELL
SEXY
SIGH
SIAM
SOLO
SURF
SUBB
SUCK
I
O
U
Total
Buffs
5.8%
1.6%
1.1%
4.8%
15.9%
1.6%
5.1%
0.8%
17.7%
6.7%
3.7%
35.2%
100.0%
Singles
0.2%
0.0%
1.1%
1.5%
45.5%
0.0%
0.2%
0.2%
50.7%
0.2%
0.1%
0.3%
100.0%
Pros
28.0%
20.2%
0.0%
0.1%
0.1%
1.0%
24.8%
0.0%
0.2%
17.0%
8.5%
0.1%
100.0%
HiEarners
8.6%
1.4%
0.0%
0.1%
0.2%
2.1%
8.0%
0.0%
0.2%
44.0%
35.4%
0.1%
100.0%
CONSUMER SURVEY - SHOPPING HABITS

Segment
Buffs
Singles
Professionals
High earners
Others
Total
02/11/2010
Specialty stores
60.9%
35.5%
43.2%
29.1%
15.5%
32.7%
Depart. stores
22.7%
35.5%
27.7%
50.0%
35.5%
35.7%
Mass Merchandis.
16.4%
29.1%
29.1%
20.9%
49.1%
31.5%
Total
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%
16/39
ANNUAL REPORT
PERIOD 6
CONSUMER PANEL - SONITE MARKET

CONSUMER PANEL - MARKET SHARES BASED ON UNIT SALES
Firm
A
I
O
U
Brand
SAKE
SAPO
SAXX
SECT
SELL
SEXY
SIGH
SIAM
SOLO
SURF
SUBB
SUCK
Total
Total sales (U)
Total sales (% Total)
02/11/2010
Buffs
3.9%
1.1%
0.1%
4.7%
18.3%
1.3%
4.6%
0.4%
23.9%
7.5%
3.6%
30.6%
100.0%
441 715
14.6%
Singles
0.1%
0.0%
0.1%
1.4%
40.7%
0.0%
0.1%
0.1%
57.0%
0.2%
0.1%
0.2%
100.0%
927 929
30.7%
Pros
22.6%
16.1%
0.0%
0.1%
0.2%
0.9%
26.1%
0.0%
0.3%
23.3%
10.4%
0.1%
100.0%
214 111
7.1%
HiEarners
5.7%
0.8%
0.0%
0.1%
0.2%
1.6%
6.7%
0.0%
0.3%
49.1%
35.5%
0.0%
100.0%
556 888
18.4%
Others
0.3%
0.1%
1.0%
62.2%
9.7%
0.1%
0.3%
11.5%
13.7%
0.6%
0.3%
0.2%
100.0%
880 161
29.1%
Total
3.3%
1.5%
0.3%
19.2%
18.1%
0.6%
3.9%
3.5%
25.1%
12.0%
7.9%
4.6%
100.0%
3 020 804
100.0%
17/39
ANNUAL REPORT
PERIOD 6
DISTRIBUTION PANEL - SONITE MARKET

DISTRIBUTION PANEL - MARKET SHARES BASED ON UNIT SALES
Firm
A
I
O
U
Brand
SAKE
SAPO
SAXX
SECT
SELL
SEXY
SIGH
SIAM
SOLO
SURF
SUBB
SUCK
Total
Total sales (U)
Specialty stores
4.5%
2.4%
0.0%
6.6%
22.0%
0.8%
5.8%
1.0%
26.2%
12.2%
7.5%
10.9%
100.0%
1 018 325
33.7%
Depart. stores
3.5%
0.9%
0.1%
18.9%
17.3%
0.7%
3.7%
2.7%
23.9%
15.7%
10.6%
2.1%
100.0%
1 123 229
37.2%
Mass Merchandis.
1.9%
1.2%
0.9%
34.2%
14.5%
0.1%
2.0%
7.3%
25.4%
7.2%
4.9%
0.5%
100.0%
879 249
29.1%
Total
3.3%
1.5%
0.3%
19.2%
18.1%
0.6%
3.9%
3.5%
25.1%
12.0%
7.9%
4.6%
100.0%
3 020 804
100.0%
DISTRIBUTION PANEL - DISTRIBUTION COVERAGE BY CHANNEL

Firm
A
Brand
SAKE
SAPO
SAXX
E
SECT
SELL
SEXY
I
SIGH
SIAM
O
SOLO
U
SURF
SUBB
SUCK
Total number of outlets
02/11/2010
Specialty stores
28.8%
34.5%
0.2%
30.5%
51.6%
41.0%
44.6%
13.7%
51.3%
46.2%
41.2%
48.0%
27 727
Depart. stores
30.6%
21.1%
0.4%
51.1%
46.9%
42.8%
36.9%
19.0%
57.6%
50.0%
45.0%
25.4%
6 661
Mass Merchandis.
16.2%
22.5%
9.4%
49.9%
28.9%
5.9%
20.2%
30.3%
51.2%
35.7%
34.6%
4.8%
12 149
18/39
ANNUAL REPORT
PERIOD 6
SEMANTIC SCALES - SONITE MARKET

SEMANTIC SCALES - IDEAL VALUES (1 TO 7)
Segment
Buffs
Singles
Pros
HiEarners
Others
Importance of characteristic (1)
Weight
4.12
5.73
5.69
4.49
5.43
Design
3.16
5.78
6.51
5.64
4.98
Volume
3.03
5.20
4.89
4.10
5.74
Max Freq
6.22
4.75
4.35
5.80
3.81
Power
6.36
4.18
5.49
5.51
3.21
Price
3.51
3.07
6.01
5.76
2.32
10
Volume
2.78
2.92
2.04
4.81
4.48
3.92
3.00
5.34
2.25
2.33
2.41
2.39
Max Freq
4.44
4.42
2.62
2.49
2.87
6.02
5.26
3.66
4.92
5.81
5.80
5.77
Power
5.27
5.22
3.78
3.37
4.74
6.48
5.11
2.85
4.08
5.35
5.28
5.74
Price
5.60
6.00
2.72
2.38
2.92
6.14
6.04
2.42
3.09
5.77
5.73
3.27
(1) On a scale from 1 to 10 - 1 = Not important - 10 = Very important
SEMANTIC SCALES - BRAND PERCEPTIONS (1 TO 7)

Firm
A
I
O
U
Brand
SAKE
SAPO
SAXX
SECT
SELL
SEXY
SIGH
SIAM
SOLO
SURF
SUBB
SUCK
02/11/2010
Weight
2.70
2.76
4.00
6.50
6.45
4.58
3.23
5.94
4.11
2.65
2.70
2.69
Design
6.33
6.45
4.77
5.10
5.66
5.94
5.25
5.31
4.90
5.00
4.98
4.77
19/39
ANNUAL REPORT
PERIOD 6
MULTIDIMENSIONAL SCALING - SONITE MARKET

MULTIDIMENSIONAL SCALING - IDEAL VALUES (-20 TO +20)
Segment
Buffs
Singles
Pros
HiEarners
Others
Economy
3.2
6.2
-13.4
-11.7
11.2
Performance
15.5
2.1
8.0
10.5
-4.3
Convenience
-2.7
5.5
9.4
7.2
1.3
MULTIDIMENSIONAL SCALING - BRAND PERCEPTIONS (-20 TO +20)

Firm
A
Brand
SAKE
SAPO
SAXX
SECT
SELL
SEXY
SIGH
SIAM
SOLO
SURF
SUBB
SUCK
I
O
U
Economy
-10.7
-13.4
8.5
10.8
7.2
-14.3
-13.6
10.6
6.0
-11.8
-11.6
4.8
Performance
7.1
6.8
-3.4
-5.7
1.8
15.7
7.6
-6.3
1.9
9.8
9.4
11.6
Convenience
13.3
13.7
6.2
2.3
5.5
8.8
7.7
3.0
6.5
7.8
7.6
6.6
MULTIDIMENSIONAL SCALING
INFLUENCE OF PRODUCT CHARACTERISTICS ON MDS DIMENSIONS
Economy
Performance
Convenience
02/11/2010
Weight
(Kg)
Slight
Slight
Moderate
Design
(Index)
Slight
Slight
Moderate
Volume
(Dm3)
Slight
Slight
Moderate
Max Freq
(KHz)
Slight
Moderate
Slight
Power
(W)
Slight
Strong
Slight
Price
($)
Very strong
Slight
Slight
20/39
ANNUAL REPORT
PERIOD 6
MARKET FORECAST - SONITE MARKET

MARKET FORECAST - SEGMENT SIZES AND GROWTH RATES
Segment
Segment sizes in KU
Actual size this period
Forecasted size next period
Forecasted size in five periods
Relative segment sizes in %
Forecasted growth rates in %
Next period
Total over next five periods
Average over next five periods
02/11/2010
Buffs
Singles
Pros
HiEarners
Others
Total
442
437
303
928
994
1 308
214
223
190
557
619
703
880
1 005
1 608
3 021
3 278
4 111
14.6%
13.3%
7.4%
30.7%
30.3%
31.8%
7.1%
6.8%
4.6%
18.4%
18.9%
17.1%
29.1%
30.7%
39.1%
100.0%
100.0%
100.0%
-1.1%
-31.4%
-7.3%
7.1%
40.9%
7.1%
4.0%
-11.4%
-2.4%
11.2%
26.3%
4.8%
14.2%
82.7%
12.8%
8.5%
36.1%
6.4%
21/39
ANNUAL REPORT
PERIOD 6
COMPETITIVE ADVERTISING - SONITE MARKET

COMPETITIVE ADVERTISING - ESTIMATED TOTAL EXPENDITURES
(all numbers in K$)
Firm
A
O
U
Brand
SAKE
SAPO
SAXX
TOTAL
SECT
SELL
SEXY
TOTAL
SIGH
SIAM
TOTAL
SOLO
SURF
SUBB
SUCK
TOTAL
Buffs
150
400
0
550
500
1 550
500
2 550
350
300
650
1 400
650
400
4 200
5 250
10 400
867
2 080
TOTAL
AVERAGE BY BRAND
AVERAGE BY FIRM
Singles
150
400
0
550
500
4 100
500
5 100
350
300
650
9 800
650
400
600
1 650
17 750
1 479
3 550
Pros
150
2 900
0
3 050
500
700
1 100
2 300
2 200
300
2 500
1 400
1 700
400
600
2 700
11 950
996
2 390
HiEarners
900
400
0
1 300
500
700
2 900
4 100
550
300
850
1 400
3 700
3 000
600
7 300
14 950
1 246
2 990
Others
150
400
0
550
3 450
700
500
4 650
350
2 000
2 350
1 400
650
400
600
1 650
10 600
883
2 120
Total
1 500
4 500
0
6 000
5 450
7 750
5 500
18 700
3 800
3 200
7 000
15 400
7 350
4 600
6 600
18 550
65 650
5 471
13 130
COMPETITIVE SALES FORCE - SONITE MARKET

COMPETITIVE SALES FORCES - ESTIMATED SIZES
(in number of salespeople)
Firm
A
O
U
Brand
SAKE
SAPO
SAXX
TOTAL
SECT
SELL
SEXY
TOTAL
SIGH
SIAM
TOTAL
SOLO
SURF
SUBB
SUCK
TOTAL
TOTAL
AVERAGE BY BRAND
AVERAGE BY FIRM
02/11/2010
Specialty stores
10
21
0
31
12
31
20
63
28
5
33
60
32
22
35
89
276
23
55
Depart. stores
18
14
0
32
40
31
30
101
24
10
34
60
40
34
15
89
316
26
63
Mass Merchandis.
8
14
2
24
40
12
2
54
9
16
25
60
22
22
2
46
209
17
42
Total
36
49
2
87
92
74
52
218
61
31
92
180
94
78
52
224
801
67
160
22/39
ANNUAL REPORT
PERIOD 6
ADVERTISING EXPERIMENT - SONITE MARKET

EXPECTED RESULTS WITH INCREASED ADVERTISING BUDGET
SAKE
SAPO
Change in awareness (%)
Buffs
0.0%
0.5%
Singles
0.0%
0.4%
Professionals
0.1%
3.2%
High earners
0.4%
0.7%
Others
0.1%
0.3%
Change in market share (%)
Buffs
0.0%
0.0%
Singles
0.0%
0.0%
Professionals
1.5%
0.8%
High earners
0.1%
0.1%
Others
0.0%
0.0%
Change in contribution after marketing (K$)
376
-439
Notes.
These results would have been achieved by a given brand if its advertising budget
had been increased by 20% and if competitive actions had remained unchanged.
SAXX
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0
SALES FORCE EXPERIMENT - SONITE MARKET

EXPECTED RESULTS WITH INCREASED SALES FORCE
SAKE
SAPO
Change in number of distributors (U)
Specialty stores
891
668
Depart. stores
245
234
Mass Merchandis.
374
439
Specialty stores
0.4%
0.2%
Depart. stores
0.4%
0.2%
Mass Merchandis.
0.3%
0.2%
1 792
402
Notes.
These results would have been achieved if the number of salespeople had been
increased by 10 in each channel and if competitive actions had remained unchanged.
02/11/2010
SAXX
1
0
135
0.0%
0.0%
0.2%
6
23/39
ANNUAL REPORT
PERIOD 6
CONJOINT ANALYSIS - SONITE MARKET

CONJOINT ANALYSIS - RELATIVE IMPORTANCE OF CHARACTERISTICS
Segment
Buffs
Singles
Pros
HiEarners
Others
Design
5.0%
9.1%
22.6%
9.7%
17.7%
Max Freq
11.0%
1.6%
1.7%
2.2%
3.3%
Power
33.5%
33.2%
33.6%
40.3%
29.6%
2
5
0.43
34
0.39
68
0.30
273
1.00
3
6
0.45
42
0.47
84
0.58
350
0.39
Price
50.5%
56.0%
42.1%
47.8%
49.4%
Total
100.0%
100.0%
100.0%
100.0%
100.0%
CONJOINT ANALYSIS - UTILITIES - SEGMENT BUFFS

Design
Max Freq
Power
Price
Level
Utility
Level
Utility
Level
Utility
Level
Utility
02/11/2010
Unit
Index
[0,1]
KHz
[0,1]
W
[0,1]
$
[0,1]
1
4
0.35
26
0.29
52
0.05
196
0.27
4 Importance
7
5.0%
0.44
50
11.0%
0.51
100
33.5%
0.72
427
50.5%
0.00
24/39
ANNUAL REPORT
PERIOD 6
CONJOINT ANALYSIS - UTILITIES - SEGMENT SINGLES

Design
Max Freq
Power
Price
Level
Utility
Level
Utility
Level
Utility
Level
Utility
02/11/2010
Unit
Index
[0,1]
KHz
[0,1]
W
[0,1]
$
[0,1]
1
7
0.36
21
0.49
34
0.19
166
0.14
2
8
0.53
29
0.48
50
0.66
243
1.00
3
9
0.53
37
0.46
66
0.79
320
0.78
4 Importance
10
9.1%
0.50
45
1.6%
0.49
82
33.2%
0.27
397
56.0%
0.00
25/39
ANNUAL REPORT
PERIOD 6
CONJOINT ANALYSIS - UTILITIES - SEGMENT PROFESSIONALS

Design
Max Freq
Power
Price
Level
Utility
Level
Utility
Level
Utility
Level
Utility
02/11/2010
Unit
Index
[0,1]
KHz
[0,1]
W
[0,1]
$
[0,1]
1
7
0.18
18
0.50
52
0.12
329
0.00
2
8
0.49
26
0.54
68
0.65
406
0.70
3
9
0.71
34
0.51
84
0.92
483
1.00
4 Importance
10
22.6%
0.72
42
1.7%
0.54
100
33.6%
0.41
560
42.1%
0.40
26/39
ANNUAL REPORT
PERIOD 6
CONJOINT ANALYSIS - UTILITIES - SEGMENT HIGH EARNERS

Design
Max Freq
Power
Price
Level
Utility
Level
Utility
Level
Utility
Level
Utility
02/11/2010
Unit
Index
[0,1]
KHz
[0,1]
W
[0,1]
$
[0,1]
1
7
0.34
26
0.45
52
0.08
329
0.00
2
8
0.54
34
0.50
68
0.46
406
1.00
3
9
0.54
42
0.50
84
0.92
483
0.71
4 Importance
10
9.7%
0.49
50
2.2%
0.46
100
40.3%
0.45
560
47.8%
0.20
27/39
ANNUAL REPORT
PERIOD 6
CONJOINT ANALYSIS - UTILITIES - SEGMENT OTHERS

Design
Max Freq
Power
Price
Level
Utility
Level
Utility
Level
Utility
Level
Utility
02/11/2010
Unit
Index
[0,1]
KHz
[0,1]
W
[0,1]
$
[0,1]
1
6
0.28
14
0.50
19
0.28
100
0.38
2
7
0.64
22
0.57
35
0.72
177
1.00
3
8
0.64
30
0.54
51
0.87
254
0.76
4 Importance
9
17.7%
0.57
38
3.3%
0.53
67
29.6%
0.27
331
49.4%
0.00
28/39
ANNUAL REPORT
PERIOD 6
CONSUMER SURVEY - VODITE MARKET

CONSUMER SURVEY - BRAND AWARENESS BY SEGMENT
Firm
A
O
U
Brand
VAXX
VAVA
VODO
VUAA
VUKK
Innovs
6.4%
11.0%
8.1%
33.4%
48.4%
Adopters
10.5%
10.0%
10.1%
55.8%
40.5%
Followers
7.4%
11.1%
22.5%
56.7%
58.5%
Total
7.7%
10.7%
9.9%
42.1%
46.8%
Innovs
0.2%
4.4%
0.2%
5.0%
90.2%
Adopters
0.4%
0.5%
0.4%
95.3%
3.4%
Followers
5.5%
5.7%
12.8%
41.5%
34.5%
Total
1.1%
3.4%
2.2%
37.2%
56.1%
100.0%
100.0%
100.0%
100.0%
CONSUMER SURVEY - PURCHASE INTENTIONS

Firm
A
O
U
Brand
VAXX
VAVA
VODO
VUAA
VUKK
Total
CONSUMER SURVEY - SHOPPING HABITS

Segment
Innovators
Early Adopters
Followers
Total
02/11/2010
Specialty stores
73.7%
56.4%
26.4%
64.6%
Depart. stores
16.8%
24.5%
35.5%
20.7%
Mass Merchandis.
9.5%
19.1%
38.2%
14.8%
Total
100.0%
100.0%
100.0%
100.0%
29/39
ANNUAL REPORT
PERIOD 6
CONSUMER PANEL - VODITE MARKET

CONSUMER PANEL - MARKET SHARES BASED ON UNIT SALES
Firm
A
Brand
VAXX
VAVA
VODO
VUAA
VUKK
Innovs
0.1%
0.2%
0.1%
4.5%
95.1%
Adopters
0.1%
0.0%
0.2%
96.0%
3.7%
Followers
2.0%
0.3%
8.7%
50.3%
38.7%
Total
0.2%
0.2%
0.8%
36.2%
62.6%
Total
Total sales (U)
100.0%
135 399
61.3%
100.0%
67 677
30.6%
100.0%
17 855
8.1%
100.0%
220 931
100.0%
O
U
02/11/2010
30/39
ANNUAL REPORT
PERIOD 6
DISTRIBUTION PANEL - VODITE MARKET

DISTRIBUTION PANEL - MARKET SHARES BASED ON UNIT SALES
Firm
A
Brand
VAXX
VAVA
VODO
VUAA
VUKK
Specialty stores
0.1%
0.2%
0.2%
28.0%
71.5%
Depart. stores
0.3%
0.1%
1.2%
47.0%
51.4%
Mass Merchandis.
0.8%
0.2%
3.4%
63.4%
32.2%
Total
0.2%
0.2%
0.8%
36.2%
62.6%
Total
Total sales (U)
100.0%
148 184
67.1%
100.0%
46 369
21.0%
100.0%
26 378
11.9%
100.0%
220 931
100.0%
O
U
DISTRIBUTION PANEL - DISTRIBUTION COVERAGE BY CHANNEL

Firm
A
O
U
Brand
VAXX
VAVA
VODO
VUAA
VUKK
Total number of outlets
02/11/2010
Specialty stores
19.7%
0.5%
19.6%
51.4%
64.2%
Depart. stores
17.5%
0.5%
34.4%
56.9%
54.4%
Mass Merchandis.
24.9%
0.5%
55.0%
45.2%
6.3%
27 727
6 661
12 149
31/39
ANNUAL REPORT
PERIOD 6
SEMANTIC SCALES - VODITE MARKET

SEMANTIC SCALES - IDEAL VALUES (1 TO 7)
Segment
Innovs
Adopters
Followers
Importance of characteristic (1)
Autonomy
5.64
5.06
4.74
Max Freq
5.43
4.43
4.34
Diameter
4.30
3.12
3.78
Design
3.82
4.51
4.74
Weight
4.03
3.57
3.93
Price
5.80
4.79
3.31
10
10
Diameter
4.01
5.13
3.59
4.67
4.71
Design
1.78
3.43
1.50
3.48
3.48
Weight
6.50
6.50
4.00
4.24
4.26
Price
5.20
6.11
3.82
4.94
6.04
(1) On a scale from 1 to 10 - 1 = Not important - 10 = Very important
SEMANTIC SCALES - BRAND PERCEPTIONS (1 TO 7)

Firm
A
O
U
Brand
VAXX
VAVA
VODO
VUAA
VUKK
02/11/2010
Autonomy
4.04
5.81
3.43
5.52
5.60
Max Freq
3.55
5.92
3.79
4.56
5.36
32/39
ANNUAL REPORT
PERIOD 6
MULTIDIMENSIONAL SCALING - VODITE MARKET

MULTIDIMENSIONAL SCALING - IDEAL VALUES (-20 TO +20)
Segment
Innovs
Adopters
Followers
Efficacy
7.4
3.0
2.8
Flexibility
6.0
6.1
3.4
Economy
-12.0
-5.2
4.6
MULTIDIMENSIONAL SCALING - BRAND PERCEPTIONS (-20 TO +20)

Firm
A
Brand
VAXX
VAVA
VODO
VUAA
VUKK
O
U
Efficacy
-5.4
9.5
-5.1
2.3
6.6
Flexibility
-2.9
2.3
-1.6
4.7
5.0
Economy
-8.0
-14.0
1.2
-6.3
-13.6
MULTIDIMENSIONAL SCALING
INFLUENCE OF PRODUCT CHARACTERISTICS ON MDS DIMENSIONS
Efficacy
Flexibility
Economy
02/11/2010
Autonomy
(M)
Strong
Moderate
Slight
Max Freq
(KHz)
Strong
Slight
Slight
Diameter
(Mm)
Strong
Moderate
Slight
Design
(Index)
Moderate
Moderate
Slight
Weight
(g)
Slight
Moderate
Slight
Price
($)
Slight
Slight
Strong
33/39
ANNUAL REPORT
PERIOD 6
MARKET FORECAST - VODITE MARKET

MARKET FORECAST - SEGMENT SIZES AND GROWTH RATES
Segment
Segment sizes in KU
Relative segment sizes in %
Forecasted growth rates in %
Next period
Total over next five periods
Average over next five periods
02/11/2010
Innovs
Adopters
Followers
Total
135
151
59
68
113
283
18
46
1 153
221
310
1 495
61.3%
48.6%
4.0%
30.6%
36.4%
18.9%
8.1%
15.0%
77.1%
100.0%
100.0%
100.0%
11.3%
-56.2%
-15.2%
66.4%
317.6%
33.1%
160.0%
6356.4%
130.1%
40.2%
576.5%
46.6%
34/39
ANNUAL REPORT
PERIOD 6
COMPETITIVE ADVERTISING - VODITE MARKET

COMPETITIVE ADVERTISING - ESTIMATED TOTAL EXPENDITURES
(all numbers in K$)
Firm
A
O
U
Brand
VAXX
VAVA
TOTAL
VODO
VUAA
VUKK
TOTAL
TOTAL
AVERAGE BY BRAND
AVERAGE BY FIRM
Innovs
200
0
200
250
1 250
3 350
4 600
Adopters
850
0
850
250
3 700
1 050
4 750
Followers
200
0
200
1 200
1 050
800
1 850
Total
1 250
0
1 250
1 700
6 000
5 200
11 200
5 050
1 010
1 683
5 850
1 170
1 950
3 250
650
1 083
14 150
2 830
4 717
COMPETITIVE SALES FORCE - VODITE MARKET

COMPETITIVE SALES FORCES - ESTIMATED SIZES
(in number of salespeople)
Specialty stores
5
0
5
5
30
35
65
Depart. stores
2
0
2
5
13
8
21
Mass Merchandis.
1
0
1
5
3
0
3
Total
8
0
8
15
46
43
89
TOTAL
AVERAGE BY BRAND
AVERAGE BY FIRM
75
15
25
28
6
9
9
2
3
112
22
37
02/11/2010
Firm
A
O
U
Brand
VAXX
VAVA
TOTAL
VODO
VUAA
VUKK
TOTAL
35/39
ANNUAL REPORT
PERIOD 6
ADVERTISING EXPERIMENT - VODITE MARKET

EXPECTED RESULTS WITH INCREASED ADVERTISING BUDGET
VAXX
VAVA
Change in awareness (%)
Innovators
0.1%
0.0%
Early Adopters
1.0%
0.0%
Followers
0.3%
0.0%
Innovators
0.0%
0.0%
Early Adopters
0.1%
0.0%
Followers
0.2%
0.0%
-232
0
Notes.
These results would have been achieved by a given brand if its advertising budget
had been increased by 20% and if competitive actions had remained unchanged.
SALES FORCE EXPERIMENT - VODITE MARKET

EXPECTED RESULTS WITH INCREASED SALES FORCE
VAXX
VAVA
Change in number of distributors (U)
Specialty stores
1 037
0
Depart. stores
246
0
Mass Merchandis.
698
0
Specialty stores
0.1%
0.0%
Depart. stores
0.1%
0.0%
Mass Merchandis.
0.2%
0.0%
-87
0
Notes.
These results would have been achieved if the number of salespeople had been
increased by 10 in each channel and if competitive actions had remained unchanged.
02/11/2010
36/39
ANNUAL REPORT
PERIOD 6
CONJOINT ANALYSIS - VODITE MARKET

CONJOINT ANALYSIS - RELATIVE IMPORTANCE OF CHARACTERISTICS
Segment
Innovs
Adopters
Followers
Autonomy
14.3%
12.5%
11.0%
Max Freq
40.0%
32.0%
25.4%
Diameter
2.2%
2.0%
3.0%
Price
43.5%
53.5%
60.6%
Total
100.0%
100.0%
100.0%
CONJOINT ANALYSIS - UTILITIES - SEGMENT INNOVATORS

Autonomy
Max Freq
Diameter
Price
Level
Utility
Level
Utility
Level
Utility
Level
Utility
02/11/2010
Unit
M
[0,1]
KHz
[0,1]
Mm
[0,1]
$
[0,1]
1
52
0.49
12
0.04
37
0.63
511
0.00
2
68
0.82
14
0.86
52
0.67
663
0.99
3
84
0.80
16
0.96
67
0.68
815
1.00
4 Importance
100
14.3%
0.53
18
40.0%
0.78
82
2.2%
0.65
967
43.5%
0.65
37/39
ANNUAL REPORT
PERIOD 6
CONJOINT ANALYSIS - UTILITIES - SEGMENT EARLY ADOPTERS

Autonomy
Max Freq
Diameter
Price
Level
Utility
Level
Utility
Level
Utility
Level
Utility
02/11/2010
Unit
M
[0,1]
KHz
[0,1]
Mm
[0,1]
$
[0,1]
1
45
0.44
10
0.21
22
0.51
403
0.00
2
61
0.65
12
0.65
37
0.54
555
1.00
3
77
0.61
14
0.81
52
0.55
707
0.75
4 Importance
93
12.5%
0.42
16
32.0%
0.44
67
2.0%
0.53
859
53.5%
0.37
38/39
ANNUAL REPORT
PERIOD 6
CONJOINT ANALYSIS - UTILITIES - SEGMENT FOLLOWERS

Autonomy
Max Freq
Diameter
Price
Level
Utility
Level
Utility
Level
Utility
Level
Utility
02/11/2010
Unit
M
[0,1]
KHz
[0,1]
Mm
[0,1]
$
[0,1]
1
38
0.47
10
0.45
31
0.53
240
0.35
2
54
0.65
12
0.75
46
0.57
392
0.88
3
70
0.63
14
0.70
61
0.58
544
1.00
4 Importance
86
11.0%
0.48
16
25.4%
0.33
76
3.0%
0.54
696
60.6%
0.00
39/39

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INDUSTRY PRACTICE - FIRM A

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

INDUSTRY PRACTICE - FIRM A

INSTRUCTOR AND SIMULATION MESSAGES

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

INDUSTRY PRACTICE - FIRM A

MARKET SHARES AND DISTRIBUTION COVERAGE

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

INDUSTRY PRACTICE - FIRM A

MARKET SHARES AND DISTRIBUTION COVERAGE

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

INDUSTRY PRACTICE - FIRM A

RESEARCH & DEVELOPMENT RESULTS

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

VODITE R&D PROJECTS

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

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

INDUSTRY PRACTICE - FIRM A

CUMULATIVE COMPANY PERFORMANCE

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

INDUSTRY PRACTICE - FIRM A

DECISION SUMMARY - BRAND MANAGEMENT

DECISION SUMMARY - SALES FORCE MANAGEMENT

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

INDUSTRY PRACTICE - FIRM A

DECISION SUMMARY - MARKET RESEARCH STUDIES

Market covered by study

DECISION SUMMARY - LOAN AND BUDGET MODIFICATION

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

INDUSTRY PRACTICE - FIRM A

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

INDUSTRY PRACTICE - FIRM A

STOCK MARKET AND KEY PERFORMANCE INDICATORS

Stock price index

Net contribution (K$)

COMPANY KEY PERFORMANCE INDICATORS

COMPANY KEY PERFORMANCE INDICATORS

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

INDUSTRY PRACTICE - FIRM A

ECONOMIC VARIABLES AND COSTS

COST OF MARKET RESEARCH STUDIES NEXT PERIOD

Market covered by study

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

INDUSTRY PRACTICE - FIRM A

INFORMATION ON SONITE MARKET

INFORMATION ON SONITE MARKET - SALES AND MARKET SHARES

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

INDUSTRY PRACTICE - FIRM A

INFORMATION ON VODITE MARKET

INFORMATION ON VODITE MARKET - SALES AND MARKET SHARES

Total Vodite market

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

INDUSTRY PRACTICE - FIRM A

MARKET RESEARCH STUDIES

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

INDUSTRY PRACTICE - FIRM A

BENCHMARKING - ESTIMATED PERFORMANCE IN SONITE MARKET

BENCHMARKING - ESTIMATED PERFORMANCE IN VODITE MARKET

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

INDUSTRY PRACTICE - FIRM A

CONSUMER SURVEY - SONITE MARKET

CONSUMER SURVEY - PURCHASE INTENTIONS

CONSUMER SURVEY - SHOPPING HABITS