Team A - Round 3 - Result

INDUSTRY SMPGP2024 SECTION B - FIRM A ANNUAL REPORT PERIOD 3
COMPANY REPORT
INDUSTRY SMPGP2024 SECTION B - FIRM A
Based on scenario F5M2A0
PERIOD 3
Sourav Borah
PGP_2024_Section B
11-07-2024 -->30-08-2024
Select a country
29-7-2024 Markstrat by StratX 5.1.0.8 - Copyright © 2010 by StratX 1/30

COMPANY RESULTS
COMPANY SCORECARD
Unit Annual results Evolution since P0
Average
Period 2 Period 3 %change Ratio P3/P0
growth
Market share
Total %$ 18.9% 9.3% -51.0% x 0.62 -14.5%
Sonite market %$ 18.9% 12.4% -34.4% x 0.83 -5.8%
Vodite market %$ 0.0% 0.0% - - -
Retail sales
Total K$ 77,937 53,694 -31.1% x 1.15 4.9%
Sonite market K$ 77,937 53,694 -31.1% x 1.15 4.9%
Vodite market K$ 0 0 - - -
Contribution
Before marketing K$ 24,485 17,646 -27.9% x 1.10 3.3%
After marketing K$ 19,701 15,562 -21.0% x 1.44 13.0%
Net K$ 17,435 10,197 -41.5% x 0.97 -1.1%
Cumulative net K$ 41,072 51,268 24.8% x 4.87 69.5%
Shareholder value
Stock price index Base 1000 1,398 987 -29.4% x 0.99 -0.4%
Current return on investment Ratio 2.47 1.37 -44.6% x 0.71 -10.7%
Cumulative return on investment Ratio 2.09 1.89 -9.5% x 0.98 -0.6%
COMPANY PERFORMANCE
Unit Total Sonite market Vodite market

Sales
Units sold U 221,084 221,084 0
Average retail price $ 243 243 0
Average selling price $ 166 166 0
Revenues K$ 36,783 36,783 0
Production
Units produced U 365,600 365,600 0
Cost of goods sold K$ -17,952 -17,952 0
Inventory holding cost K$ -1,185 -1,185 0
Inventory disposal loss K$ 0 0 0
Contribution before marketing K$ 17,646 17,646 0
Marketing
Advertising expenditures K$ -730 -730 0
Advertising research expenditures K$ -55 -55 0
Sales force K$ -1,299 -1,299 0
Contribution after marketing K$ 15,562 15,562 0
Other expenses
Market research studies K$ -666 -357 -276
Research and development K$ -4,700 0 -4,700
Interest paid K$ 0
Exceptional cost or profit K$ 0
Net contribution K$ 10,197
Next period budget K$ 7,600

BRAND RESULTS
CONTRIBUTION BY BRAND
Sonite Brands Unit Total SAMA SALT SANP SAXX

Base R&D project PSALT PSALT PSANP PSANP
Sales
Units sold U 221,084 185,890 24,277 10,609 307
Average retail price $ 243 238 259 281 425
Average selling price $ 166 164 178 183 273
Revenues K$ 36,783 30,449 4,311 1,939 84
Production
Units produced U 365,600 252,000 60,000 52,000 1,600
Current unit transfer cost $ - 77 77 163 163
Average unit transfer cost $ 81 77 77 163 163
Cost of goods sold K$ -17,952 -14,301 -1,869 -1,731 -50
Units in inventory U 144,605 66,110 35,812 41,391 1,293
Inventory holding cost K$ -1,185 -407 -220 -540 -17
Inventory disposal loss K$ 0 0 0 0 0
Contribution before marketing K$ 17,646 15,741 2,222 -333 17
Marketing
Advertising expenditures K$ -730 -79 -186 -465 0
Advertising research expenditures K$ -55 -6 -14 -35 0
Sales force K$ -1,299 -498 -411 -346 -43
Contribution after marketing K$ 15,562 15,158 1,611 -1,179 -27
MARKET SHARES AND DISTRIBUTION COVERAGE
Sonite Brands Unit Total SAMA SALT SANP SAXX

Market shares %U 18.1% 15.2% 2.0% 0.9% 0.0%
%$ 12.4% 10.2% 1.4% 0.7% 0.0%
Distribution coverage in %
Specialty stores (29,091 outlets) % 20.5% 13.9% 38.5% 9.1%
Depart. stores (6,719 outlets) % 34.8% 30.9% 27.5% 5.5%
Mass Merchandis. (10,835 outlets) % 29.5% 25.2% 15.0% 0.0%

RESEARCH & DEVELOPMENT RESULTS

SONITE R&D PROJECTS
Physical Characteristics Base Cost $ Allocated Budget K$

Name Weight Design Volume Max Freq Power Current Minimum Cumulative Req. for
(Kg) (Index) (Dm3) (KHz) (W) realistic completion
PSAMA 18 5 70 15 10 98 49 1,500 Avail. in P-1
PSALT 15 4 35 20 30 123 78 2,000 Avail. in P-1
PSANP 18 8 72 28 53 144 116 1,700 Avail. in P2
(*) Projects identified in bold have been completed in this period.
VODITE R&D PROJECTS
Physical Characteristics Base Cost $ Allocated Budget K$

Name Autonomy Max Freq Diameter Design Weight Current Minimum Cumulative Req. for
(M) (KHz) (Mm) (Index) (g) realistic completion
PVAPE 43 10 62 7 65 194 194 100 2,470
PVASU* 62 13 82 7 88 541 167 4,700 Avail. in P3
(*) Projects identified in bold have been completed in this period.

CUMULATIVE RESULTS
CUMULATIVE BRAND RESULTS
Sales Production Marketing

Results Cost of Inventory Contrib. after
Brand Units sold Retail sales Revenues Advertising Sales force
since period goods sold costs mktg.
KU K$ K$ K$ K$ K$ K$ K$
SAMA 0 728 177,326 121,206 58,710 442 6,761 2,581 52,712
SALT 0 150 51,037 33,904 16,081 1,173 6,478 2,074 8,098
SANP 3 11 2,977 1,939 1,731 540 500 346 -1,179
SAXX 3 0 131 84 50 17 0 43 -27
Total Sonite 889 231,471 157,132 76,573 2,172 13,739 5,045 59,604
Total Vodite 0 0 0 0 0 0 0 0
Total all markets 889 231,471 157,132 76,573 2,172 13,739 5,045 59,604
CUMULATIVE COMPANY PERFORMANCE
Unit Total Sonite market Vodite market

Sales
Units sold KU 889 889 0
Retail sales K$ 231,471 231,471 0
Revenues K$ 157,132 157,132 0
Production
Cost of goods sold K$ -76,573 -76,573 0
Inventory holding and disposal cost K$ -2,172 -2,172 0
Marketing
Total advertising expenditures K$ -13,739 -13,739 0
Sales force expenditures K$ -5,045 -5,045 0
Contribution after marketing K$ 59,604 59,604 0
Other expenses
Market research studies K$ -1,835 -1,422 -318
Research and development K$ -6,500 -1,700 -4,800
Interest paid K$ 0
Exceptional cost or profit K$ 0
Net contribution K$ 51,268

DECISION SUMMARY
DECISION SUMMARY - BRAND MANAGEMENT
Sonite Brands SAMA SALT SANP SAXX

Base R&D project PSALT PSALT PSANP PSANP
Production planning KU 315 75 65 2
Inventory sold to trading company KU 0 0 0 0
Recommended retail price $ 250 270 285 425
Advertising budget K$ 79 186 465 0
Advertising research budget K$ 6 14 35 0
Buffs 0 2 0 0
Singles 15 24 100 0
Targeted segments in % Professionals 0 0 0 0
High earners 0 0 0 100
Others 85 74 0 0
Perceptual Objectives
Dimension 1 Economy Economy Economy None
Objective 1 [1,7] or [-20,+20] 13.0 14.0 7.0 -
Dimension 2 Performance Performance Performance None
Objective 2 [1,7] or [-20,+20] -10.0 -9.0 3.0 -
DECISION SUMMARY - SALES FORCE MANAGEMENT
Distribution Channels Specialty stores Depart. stores Mass Merchandis.

Number of salespeople 10 27 23
Sales force effort allocation by brand (%)
SAMA 20 37 48
SALT 10 33 39
SANP 60 26 13
SAXX 10 4 0
TOTAL 100 100 100
DECISION SUMMARY - VODITE R&D PROJECTS
Project Expenditures Product Characteristics

Autonomy Max Freq Diameter Design Weight Base cost
K$ M KHz Mm Index g $
PVASU 4,700 62 13 82 7 88 530
DECISION SUMMARY - MARKET RESEARCH STUDIES
Study Market covered by study

All markets Sonite Vodite
Industry benchmarking Yes - -
Consumer survey - Yes Yes
Consumer panel - Yes Yes
Distribution panel - Yes Yes
Semantic scales - Yes Yes
Multidimensional scaling - Yes Yes
Market forecast - Yes Yes
Competitive advertising - Yes Yes
Competitive sales force - Yes No
Advertising experiment - No No
Sales force experiment - No No
Conjoint analysis - No No

DECISION SUMMARY - LOAN AND BUDGET MODIFICATION
Corporate finance department

Increase in budget K$ 0
Decrease in budget K$ 0
Bank
Capital borrowed K$ 0
Duration in number of periods
Interest rate %

NEWSLETTER
PERIOD 3
Sourav Borah
PGP_2024_Section B
11-07-2024 -->30-08-2024
Select a country

STOCK MARKET AND KEY PERFORMANCE INDICATORS

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

base 1000 K$ Period 3 Cumulative
O 1,785 497,573 39,170 116,423
E 1,665 481,605 39,254 103,360
U 1,395 432,029 23,247 59,394
A 987 210,355 10,197 51,268
I 368 74,099 -5,493 24,885
COMPANY KEY PERFORMANCE INDICATORS

(period 3 values)
Unit A E I O U
Market share
Total %$ 9.3% 30.9% 1.8% 25.9% 32.1%
Sonite market %$ 12.4% 41.4% 2.4% 34.7% 9.1%
Vodite market %$ 0.0% 0.0% 0.0% 0.0% 100.0%
Retail sales
Total K$ 53,694 179,581 10,610 150,330 186,214
Sonite market K$ 53,694 179,581 10,610 150,330 39,577
Vodite market K$ 0 0 0 0 146,636
Contribution
Before marketing K$ 17,646 51,053 1,957 55,270 30,696
After marketing K$ 15,562 40,362 203 47,906 24,804
Net K$ 10,197 39,254 -5,493 39,170 23,247
Cumulative net K$ 51,268 103,360 24,885 116,423 59,394
Shareholder value
Stock price index Base 1000 987 1,665 368 1,785 1,395
Market capitalization K$ 210,355 481,605 74,099 497,573 432,029
Current return on investment Ratio 1.37 3.33 -0.74 2.43 3.12
Cumulative return on investment Ratio 1.89 3.19 0.93 3.07 2.11
COMPANY KEY PERFORMANCE INDICATORS

(% change from period 2 to period 3)
A E I O U
Market share
Total -51.0% -5.2% -79.8% -22.9% 447.5%
Sonite market -34.4% 26.9% -73.0% 3.2% 55.7%
Vodite market - - - - -
Retail sales
Total -31.1% 33.3% -71.6% 8.4% 669.7%
Sonite market -31.1% 33.3% -71.6% 8.4% 63.6%
Vodite market - - - - -
Contribution
Before marketing -27.9% 35.8% -87.4% 11.7% 264.7%
After marketing -21.0% 26.3% -98.2% 13.9% 259.9%
Net -41.5% 32.9% -164.8% -2.6% 12897.0%
Cumulative net 24.8% 61.2% -18.1% 50.7% 64.3%
Shareholder value
Stock price index -29.4% 10.2% -58.7% 1.2% 182.9%
Market capitalization -29.4% 10.2% -58.7% 1.2% 182.9%
Current return on investment -44.6% -9.3% -161.3% -43.9% 14275.4%
Cumulative return on investment -9.5% 2.6% -40.9% -13.2% 20.7%

ECONOMIC VARIABLES AND COSTS

ECONOMIC VARIABLES
Unit Actual value Forecast value %change

Period 3 Period 4
GNP growth rates % 4.0% 4.0% 0.0%
Inflation rate % 2.0% 4.0% 100.0%
Production
Inventory holding cost per annum % transf. cost 8.0% 8.0% 0.0%
Loss incurred for inventory disposal % transf. cost 20.0% 20.0% 0.0%
Sales force
Salesperson operating cost $ 21,649 22,515 4.0%
Salesperson hiring and training cost $ 3,247 3,377 4.0%
Salesperson firing cost $ 5,412 5,629 4.0%
COST OF MARKET RESEARCH STUDIES NEXT PERIOD

(all numbers in K$)
Study Market covered by study

All markets Sonite Vodite
Industry benchmarking 34
Consumer survey 68 45
Consumer panel 113 79
Distribution panel 68 56
Semantic scales 11 11
Multidimensional scaling 39 39
Market forecast 23 23
Competitive advertising 34 34
Competitive sales force 17 17
Advertising experiment 28 28
Sales force experiment 39 39
Conjoint analysis 39 39
Total market 34 479 410
Total if all studies ordered 923

INFORMATION ON SONITE MARKET

CHARACTERISTICS OF MARKETED SONITE BRANDS
Physical characteristics
Firm Brand New or Weight Design Volume Max Freq Power Base cost Retail price
Modified (Kg) (Index) (Dm3) (KHz) (W) ($) ($)
A SAMA No 15 4 35 20 30 123 250
SALT No 15 4 35 20 30 123 270
SANP New 18 8 72 28 53 144 285
SAXX New 18 8 72 28 53 144 425
E SEMI No 13 7 40 40 75 206 475
SELF No 15 4 40 45 90 226 390
SEMA Modified 18 7 71 30 60 146 285
SEXY New 13 7 40 40 75 206 450
I SIRO No 20 3 70 10 12 54 170
SIBI No 19 8 60 15 20 103 260
SIMP New 19 8 60 24 50 136 265
O SOLD No 13 7 45 30 75 196 490
SONO No 17 4 90 48 95 201 420
SOUL No 13 7 45 30 75 196 455
SOXX New 13 7 45 30 75 196 305
U SUSI No 18 3 75 25 12 74 220
SULI No 14 7 50 35 70 206 470
SULA No 14 7 50 35 70 206 480
SUFI New 14 7 50 35 70 206 270
INFORMATION ON SONITE MARKET - SALES AND MARKET SHARES
Firm Brand Volume sold Retail sales

Period 2 Period 3 Change Share Period 2 Period 3 Change Share
U U % %U K$ K$ % %$
A SAMA 252,000 185,890 -26.2% 15.2% 60,351 44,299 -26.6% 10.2%
SALT 60,112 24,277 -59.6% 2.0% 17,586 6,287 -64.3% 1.4%
SANP 0 10,609 - 0.9% 0 2,977 - 0.7%
SAXX 0 307 - 0.0% 0 131 - 0.0%
E SEMI 173,555 149,689 -13.8% 12.3% 81,505 70,346 -13.7% 16.2%
SELF 49,732 78,668 58.2% 6.5% 19,330 30,608 58.3% 7.1%
SEMA 122,215 198,000 62.0% 16.2% 33,890 55,720 64.4% 12.8%
SEXY 0 51,950 - 4.3% 0 22,908 - 5.3%
I SIRO 57,556 10,137 -82.4% 0.8% 12,242 1,635 -86.6% 0.4%
SIBI 85,952 18,448 -78.5% 1.5% 25,114 4,642 -81.5% 1.1%
SIMP 0 16,597 - 1.4% 0 4,333 - 1.0%
O SOLD 144,053 110,707 -23.1% 9.1% 69,159 53,227 -23.0% 12.3%
SONO 55,360 8,331 -85.0% 0.7% 22,362 3,484 -84.4% 0.8%
SOUL 100,583 138,123 37.3% 11.3% 47,137 61,978 31.5% 14.3%
SOXX 0 105,445 - 8.6% 0 31,641 - 7.3%
U SUSI 20,545 17,515 -14.7% 1.4% 4,200 3,684 -12.3% 0.8%
SULI 32,046 44,042 37.4% 3.6% 16,601 20,292 22.2% 4.7%
SULA 8,088 9,731 20.3% 0.8% 3,393 4,636 36.6% 1.1%
SUFI 0 40,981 - 3.4% 0 10,965 - 2.5%
Total Sonite market 1,161,799 1,219,447 5.0% 100.0% 412,870 433,792 5.1% 100.0%

INFORMATION ON VODITE MARKET

CHARACTERISTICS OF MARKETED VODITE BRANDS
Physical characteristics
Firm Brand New or Autonomy Max Freq Diameter Design Weight Base cost Retail price
Modified (M) (KHz) (Mm) (Index) (g) ($) ($)
U VULK New 45 7 40 3 40 624 1,200
INFORMATION ON VODITE MARKET - SALES AND MARKET SHARES
Firm Brand Volume sold Retail sales

Period 2 Period 3 Change Share Period 2 Period 3 Change Share
U U % %U K$ K$ % %$
U VULK 0 123,548 - 100.0% 0 146,636 - 100.0%
Total Vodite market 0 123,548 - 100.0% 0 146,636 - 100.0%

MARKET RESEARCH STUDIES

PERIOD 3
Sourav Borah
PGP_2024_Section B
11-07-2024 -->30-08-2024
Select a country

INDUSTRY BENCHMARKING
BENCHMARKING - ESTIMATED OVERALL PERFORMANCE
Unit A E I O U
Sales
Retail sales K$ 53,694 179,581 10,610 150,330 186,214
Revenues K$ 36,783 115,105 7,068 97,800 118,240
Production
Cost of goods sold K$ -17,952 -63,316 -4,240 -42,221 -87,040
Inventory disposal loss K$ 0 -47 0 0 0
Contribution before marketing K$ 17,646 51,053 1,957 55,270 30,696
Marketing
Advertising expenditures K$ -730 -7,765 -940 -5,320 -2,780
Advertising research expenditures K$ -55 -1,000 -100 -426 -519
Sales force K$ -1,299 -1,927 -714 -1,618 -2,594
Contribution after marketing K$ 15,562 40,362 203 47,906 24,804
Other expenses
Market research studies K$ -666 -428 -595 -536 -606
Research and development K$ -4,700 -680 -5,100 -8,200 -950
Interest paid K$ 0 0 0 0 0
Exceptional cost or profit K$ 0 0 0 0 0
Net contribution K$ 10,197 39,254 -5,493 39,170 23,247
Next period budget K$ 7,600 15,700 7,600 15,650 9,300
BENCHMARKING - ESTIMATED PERFORMANCE IN SONITE MARKET
Unit A E I O U
Sales
Retail sales K$ 53,694 179,581 10,610 150,330 39,577
Revenues K$ 36,783 115,105 7,068 97,800 26,125
Production
Cost of goods sold K$ -17,952 -63,316 -4,240 -42,221 -15,094
Inventory disposal loss K$ 0 -47 0 0 0
Contribution before marketing K$ 17,646 51,053 1,957 55,270 10,530
Marketing
Advertising expenditures K$ -730 -7,765 -940 -5,320 -2,080
Advertising research expenditures K$ -55 -1,000 -100 -426 -344
Sales force K$ -1,299 -1,927 -714 -1,618 -1,880
Contribution after marketing K$ 15,562 40,362 203 47,906 6,227
BENCHMARKING - ESTIMATED PERFORMANCE IN VODITE MARKET
Unit A E I O U
Sales
Retail sales K$ 0 0 0 0 146,636
Revenues K$ 0 0 0 0 92,115
Production
Cost of goods sold K$ 0 0 0 0 -71,947
Inventory holding cost K$ 0 0 0 0 -2
Inventory disposal loss K$ 0 0 0 0 0
Contribution before marketing K$ 0 0 0 0 20,166
Marketing
Advertising expenditures K$ 0 0 0 0 -700
Advertising research expenditures K$ 0 0 0 0 -175
Sales force K$ 0 0 0 0 -714
Contribution after marketing K$ 0 0 0 0 18,577

CONSUMER SURVEY - SONITE MARKET

CONSUMER SURVEY - BRAND AWARENESS BY SEGMENT
Firm Brand Buffs Singles Pros HiEarners Others Total

A SAMA 47.1% 63.9% 42.0% 48.7% 68.7% 55.8%
SALT 51.9% 63.8% 48.9% 54.2% 49.4% 54.4%
SANP 9.7% 17.3% 9.3% 9.9% 8.7% 11.6%
SAXX 4.9% 4.8% 4.8% 4.8% 4.7% 4.8%
E SEMI 60.1% 54.0% 76.3% 70.8% 40.7% 59.3%
SELF 69.6% 51.4% 52.4% 53.0% 32.3% 49.8%
SEMA 37.7% 62.4% 26.2% 29.8% 21.2% 37.3%
SEXY 14.6% 16.1% 14.5% 54.3% 14.2% 20.7%
I SIRO 43.9% 62.3% 38.8% 44.5% 65.1% 52.8%
SIBI 55.2% 70.8% 48.0% 52.3% 48.3% 56.1%
SIMP 12.2% 27.5% 11.0% 12.4% 10.2% 15.9%
O SOLD 53.7% 52.0% 60.2% 82.2% 43.4% 56.6%
SONO 66.1% 43.8% 44.2% 44.0% 31.0% 43.7%
SOUL 28.8% 27.0% 64.9% 29.4% 21.7% 35.0%
SOXX 12.7% 35.2% 12.0% 14.4% 11.1% 18.9%
U SUSI 25.8% 35.5% 29.1% 33.3% 40.6% 33.7%
SULI 52.4% 51.0% 62.1% 72.3% 38.8% 54.1%
SULA 13.3% 10.9% 18.4% 10.1% 8.7% 12.3%
SUFI 13.9% 28.0% 12.5% 13.7% 10.5% 16.8%
CONSUMER SURVEY - PURCHASE INTENTIONS

A SAMA 1.0% 0.5% 0.1% 0.1% 53.0% 15.7%
SALT 1.8% 0.7% 0.1% 0.2% 8.8% 3.0%
SANP 0.7% 2.8% 0.0% 0.0% 1.1% 1.1%
SAXX 0.3% 0.0% 0.1% 0.5% 0.1% 0.2%
E SEMI 8.2% 0.3% 40.6% 3.5% 0.6% 9.6%
SELF 49.5% 0.3% 0.4% 0.4% 0.5% 7.6%
SEMA 3.5% 46.9% 0.1% 0.1% 1.8% 12.2%
SEXY 1.1% 0.1% 1.1% 26.9% 0.2% 4.1%
I SIRO 0.7% 0.3% 0.0% 0.1% 10.0% 3.1%
SIBI 1.4% 0.7% 0.1% 0.2% 10.8% 3.6%
SIMP 0.8% 4.2% 0.0% 0.1% 1.5% 1.6%
O SOLD 4.1% 0.3% 4.2% 43.2% 0.7% 7.6%
SONO 15.8% 0.2% 0.3% 0.3% 0.4% 2.6%
SOUL 3.2% 0.1% 44.2% 1.5% 0.3% 9.1%
SOXX 1.2% 31.0% 0.0% 0.1% 0.9% 7.8%
U SUSI 0.5% 0.2% 0.0% 0.1% 7.8% 2.4%
SULI 3.7% 0.2% 5.2% 21.6% 0.6% 4.7%
SULA 1.1% 0.0% 3.5% 1.1% 0.1% 1.0%
SUFI 1.4% 11.1% 0.0% 0.1% 0.7% 3.1%
Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
CONSUMER SURVEY - SHOPPING HABITS
Segment Specialty stores Depart. stores Mass Merchandis. Total

Buffs 66.4% 24.1% 9.5% 100.0%
Singles 38.2% 38.2% 23.6% 100.0%
Professionals 47.3% 29.1% 23.6% 100.0%
High earners 23.6% 50.0% 26.4% 100.0%
Others 18.2% 38.2% 43.6% 100.0%
Total 37.0% 36.2% 26.8% 100.0%

CONSUMER PANEL - SONITE MARKET

CONSUMER PANEL - MARKET SHARES BASED ON UNIT SALES

A SAMA 0.9% 0.5% 0.0% 0.1% 67.2% 15.2%
SALT 1.1% 0.4% 0.1% 0.1% 7.7% 2.0%
SANP 0.7% 2.1% 0.0% 0.0% 0.9% 0.9%
SAXX 0.1% 0.0% 0.0% 0.1% 0.0% 0.0%
E SEMI 13.2% 0.3% 43.5% 4.0% 0.8% 12.3%
SELF 52.5% 0.2% 0.3% 0.2% 0.3% 6.5%
SEMA 5.4% 52.6% 0.1% 0.2% 2.3% 16.2%
SEXY 1.1% 0.1% 0.8% 26.3% 0.3% 4.3%
I SIRO 0.1% 0.1% 0.0% 0.0% 3.6% 0.8%
SIBI 0.8% 0.3% 0.0% 0.1% 5.8% 1.5%
SIMP 0.9% 3.4% 0.0% 0.0% 1.3% 1.4%
O SOLD 5.2% 0.3% 3.9% 49.8% 0.9% 9.1%
SONO 5.3% 0.0% 0.1% 0.1% 0.1% 0.7%
SOUL 4.9% 0.1% 45.8% 1.7% 0.4% 11.3%
SOXX 1.5% 28.9% 0.0% 0.1% 1.0% 8.6%
U SUSI 0.3% 0.1% 0.0% 0.0% 6.1% 1.4%
SULI 2.9% 0.2% 3.1% 16.5% 0.5% 3.6%
SULA 1.2% 0.0% 2.3% 0.7% 0.1% 0.8%
SUFI 1.9% 10.4% 0.0% 0.1% 0.7% 3.4%
Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
Total sales (U) 144,493 348,009 277,018 178,723 271,203 1,219,447
Total sales (% Total) 11.8% 28.5% 22.7% 14.7% 22.2% 100.0%

DISTRIBUTION PANEL - SONITE MARKET

DISTRIBUTION PANEL - MARKET SHARES BASED ON UNIT SALES
Firm Brand Specialty stores Depart. stores Mass Merchandis. Total

A SAMA 4.1% 17.6% 35.8% 15.2%
SALT 0.6% 2.5% 4.1% 2.0%
SANP 0.9% 0.9% 0.7% 0.9%
SAXX 0.0% 0.0% 0.0% 0.0%
E SEMI 17.7% 8.7% 6.5% 12.3%
SELF 12.4% 2.2% 0.8% 6.5%
SEMA 18.4% 16.9% 10.2% 16.2%
SEXY 2.4% 6.6% 4.3% 4.3%
I SIRO 0.1% 1.1% 2.1% 0.8%
SIBI 1.0% 1.7% 2.4% 1.5%
SIMP 1.5% 1.4% 1.0% 1.4%
O SOLD 6.0% 13.2% 8.5% 9.1%
SONO 1.3% 0.2% 0.1% 0.7%
SOUL 16.2% 7.1% 7.8% 11.3%
SOXX 9.2% 8.8% 7.0% 8.6%
U SUSI 0.4% 1.8% 3.2% 1.4%
SULI 2.4% 5.2% 3.6% 3.6%
SULA 1.3% 0.5% 0.3% 0.8%
SUFI 4.1% 3.5% 1.5% 3.4%
Total 100.0% 100.0% 100.0% 100.0%
Total sales (U) 542,478 433,667 243,303 1,219,447
Total sales (% Total) 44.5% 35.6% 20.0% 100.0%
DISTRIBUTION PANEL - DISTRIBUTION COVERAGE BY CHANNEL
Firm Brand Specialty stores Depart. stores Mass Merchandis.

A SAMA 20.5% 34.8% 29.5%
SALT 13.9% 30.9% 25.2%
SANP 38.5% 27.5% 15.0%
SAXX 9.1% 5.5% 0.0%
E SEMI 59.7% 35.8% 16.8%
SELF 47.9% 16.7% 6.7%
SEMA 58.4% 40.5% 17.3%
SEXY 32.5% 37.7% 25.0%
I SIRO 0.2% 11.3% 10.1%
SIBI 20.4% 15.7% 10.0%
SIMP 43.9% 29.0% 15.9%
O SOLD 39.5% 42.2% 26.3%
SONO 23.6% 7.4% 6.0%
SOUL 58.1% 30.6% 22.3%
SOXX 42.5% 30.7% 20.3%
U SUSI 14.5% 27.0% 23.7%
SULI 24.1% 33.2% 21.2%
SULA 44.4% 18.9% 8.7%
SUFI 51.2% 35.0% 12.0%
Total number of outlets 29,091 6,719 10,835

SEMANTIC SCALES - SONITE MARKET

SEMANTIC SCALES - IDEAL VALUES (1 TO 7)
Segment Weight Design Volume Max Freq Power Price

Buffs 3.58 2.16 2.40 5.94 6.19 4.10
Singles 5.94 5.24 5.03 4.64 4.53 2.89
Pros 2.84 5.37 3.18 5.63 5.42 5.79
HiEarners 4.81 5.68 4.71 4.30 4.59 5.74
Others 5.37 4.00 6.14 2.97 2.49 2.10
Importance of characteristic (1) 1 3 2 3 6 10
(1) On a scale from 1 to 10 - 1 = Not important - 10 = Very important
SEMANTIC SCALES - BRAND PERCEPTIONS (1 TO 7)
Firm Brand Weight Design Volume Max Freq Power Price

A SAMA 4.41 2.11 2.62 2.73 2.14 2.24
SALT 4.00 1.63 2.04 2.96 2.61 3.30
SANP 5.89 5.66 5.01 4.14 3.97 2.99
SAXX 5.89 5.66 5.01 4.10 3.84 5.50
E SEMI 2.69 4.77 2.39 5.79 5.38 5.51
SELF 4.00 1.63 2.39 6.40 6.20 4.71
SEMA 5.55 4.77 4.67 4.54 4.43 2.92
SEXY 2.69 4.77 2.39 5.50 4.51 5.78
I SIRO 6.50 1.50 4.78 1.65 1.53 2.21
SIBI 6.45 5.66 4.00 2.36 2.20 3.17
SIMP 6.45 5.66 4.00 3.60 4.12 2.82
O SOLD 2.69 4.77 2.76 4.28 4.91 5.75
SONO 5.25 2.05 6.20 6.50 6.45 5.05
SOUL 2.61 5.34 2.59 4.56 5.75 5.67
SOXX 2.69 4.77 2.76 4.20 4.67 2.84
U SUSI 5.89 1.50 5.24 3.62 1.52 2.21
SULI 3.30 4.77 3.14 5.05 4.80 5.90
SULA 3.30 4.77 3.14 5.16 5.16 5.85
SUFI 3.30 4.77 3.14 5.05 4.80 2.73

MULTIDIMENSIONAL SCALING - SONITE MARKET

MULTIDIMENSIONAL SCALING - IDEAL VALUES (-20 TO +20)
Segment Economy Performance Convenience

Buffs -0.6 14.2 -6.2
Singles 7.4 3.7 3.1
Pros -11.9 9.8 8.3
HiEarners -11.6 3.5 6.3
Others 12.7 -9.3 -3.8
MULTIDIMENSIONAL SCALING - BRAND PERCEPTIONS (-20 TO +20)
Firm Brand Economy Performance Convenience

A SAMA 11.8 -11.4 -7.3
SALT 4.7 -8.7 -8.4
SANP 6.7 0.1 5.1
SAXX -10.0 -0.7 5.1
E SEMI -10.1 9.9 6.6
SELF -4.8 15.0 -8.9
SEMA 7.2 3.1 1.7
SEXY -11.9 5.1 6.6
I SIRO 12.0 -16.3 -15.6
SIBI 5.6 -11.7 6.1
SIMP 7.9 -0.1 6.1
O SOLD -11.7 5.0 6.1
SONO -7.0 16.9 -12.8
SOUL -11.1 9.7 9.1
SOXX 7.7 3.7 6.1
U SUSI 12.0 -13.0 -16.9
SULI -12.7 5.7 5.2
SULA -12.4 7.7 5.2
SUFI 8.5 5.8 5.2
MULTIDIMENSIONAL SCALING
INFLUENCE OF PRODUCT CHARACTERISTICS ON MDS DIMENSIONS
Weight Design Volume Max Freq Power Price

(Kg) (Index) (Dm3) (KHz) (W) ($)
Economy Slight Slight Slight Slight Slight Very strong
Performance Slight Slight Slight Moderate Very strong Slight
Convenience Moderate Strong Moderate Slight Slight Slight

MULTIDIMENSIONAL SCALING - PERCEPTUAL MAP

ECONOMY X PERFORMANCE
Horizontal axis : Economy (perceived economy, increasing from left to right)
Vertical axis : Performance (perceived performance, increasing from bottom to top)
20
SONO
SELF Bu
SEMI
10
Pr
SULA SOUL
SULI SUFI
SEXY
Si
Hi SEMA
SOLD SOXX
0 SIMP
SANP
SAXX
SALT
-10
Ot
SAMA
SIBI SUSI
SIRO
-20
-20 -10 0 10 20

MULTIDIMENSIONAL SCALING - PERCEPTUAL MAP

ECONOMY X CONVENIENCE
Horizontal axis : Economy (perceived economy, increasing from left to right)
Vertical axis : Convenience (perceived convenience, increasing from bottom to top)
20
10
SOUL
Pr SEMI
SIMP
SEXY Hi SIBI
SAXX SUFI
SOLD SULI SOXX
SANP Si
SULA
SEMA
0
Ot
Bu
SAMA
-10 SELF SALT
SONO
SIRO
SUSI
-20
-20 -10 0 10 20

MARKET FORECAST - SONITE MARKET

MARKET FORECAST - SEGMENT SIZES AND GROWTH RATES
Segment Buffs Singles Pros HiEarners Others Total

Segment sizes in KU
Actual size this period 144 348 277 179 271 1,219
Forecasted size next period 143 471 317 204 324 1,459
Forecasted size in five periods 103 819 297 224 573 2,016
Relative segment sizes in %
Actual size this period 11.8% 28.5% 22.7% 14.7% 22.2% 100.0%
Forecasted size next period 9.8% 32.2% 21.7% 14.0% 22.2% 100.0%
Forecasted size in five periods 5.1% 40.6% 14.8% 11.1% 28.4% 100.0%
Forecasted growth rates in %
Next period -1.2% 35.2% 14.4% 14.4% 19.6% 19.6%
Total over next five periods -28.5% 135.2% 7.4% 25.3% 111.2% 65.4%
Average over next five periods -6.5% 18.7% 1.4% 4.6% 16.1% 10.6%

COMPETITIVE ADVERTISING - SONITE MARKET

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

A SAMA 0 0 0 0 50 50
SALT 0 50 0 0 100 150
SANP 50 300 50 50 50 500
SAXX 0 0 0 0 0 0
TOTAL 50 350 50 50 200 700
E SEMI 200 200 1,250 500 200 2,350
SELF 1,000 250 150 150 150 1,700
SEMA 500 1,250 200 200 200 2,350
SEXY 200 200 200 1,450 200 2,250
TOTAL 1,900 1,900 1,800 2,300 750 8,650
I SIRO 0 0 0 0 0 0
SIBI 0 0 0 0 0 0
SIMP 100 600 100 100 100 1,000
TOTAL 100 600 100 100 100 1,000
O SOLD 150 150 150 1,050 150 1,650
SONO 350 50 50 50 50 550
SOUL 200 200 1,400 200 200 2,200
SOXX 150 900 150 150 150 1,500
TOTAL 850 1,300 1,750 1,450 550 5,900
U SUSI 50 50 50 50 200 400
SULI 100 100 100 500 100 900
SULA 50 50 200 50 50 400
SUFI 100 600 100 100 100 1,000
TOTAL 300 800 450 700 450 2,700
TOTAL 3,200 4,950 4,150 4,600 2,050 18,950
AVERAGE BY BRAND 168 261 218 242 108 997
AVERAGE BY FIRM 640 990 830 920 410 3,790
COMPETITIVE ADVERTISING
ESTIMATED COMMUNICATION DIMENSIONS AND MESSAGE QUALITY
Firm Brand Communication Dimensions Message Quality

A SAMA Economy & Performance Poor
SALT Economy & Performance Poor
SANP Economy & Performance Poor
SAXX - Poor
E SEMI Economy & Performance Excellent
SELF Economy & Performance Excellent
SEMA Performance & Economy Excellent
SEXY Economy & Performance Excellent
I SIRO Economy Poor
SIBI Economy & Performance Poor
SIMP Economy & Performance Excellent
O SOLD Performance & Economy Excellent
SONO Economy & Convenience Poor
SOUL Economy & Performance Excellent
SOXX Economy & Performance Good
U SUSI Economy & Performance Poor
SULI Economy & Performance Excellent
SULA Performance & Economy Poor
SUFI Economy & Performance Excellent

COMPETITIVE SALES FORCE - SONITE MARKET

COMPETITIVE SALES FORCES - ESTIMATED SIZES
(in number of salespeople)

A SAMA 2 10 11
SALT 1 9 9
SANP 6 7 3
SAXX 1 1 0
TOTAL 10 27 23
E SEMI 14 10 3
SELF 8 3 1
SEMA 12 12 3
SEXY 4 10 6
TOTAL 38 35 13
I SIRO 0 1 1
SIBI 2 2 1
SIMP 7 7 3
TOTAL 9 10 5
O SOLD 6 15 8
SONO 2 1 1
SOUL 12 7 5
SOXX 6 7 4
TOTAL 26 30 18
U SUSI 2 8 8
SULI 4 12 7
SULA 9 5 2
SUFI 10 10 2
TOTAL 25 35 19
TOTAL 108 137 78
AVERAGE BY BRAND 6 7 4
AVERAGE BY FIRM 22 27 16

CONSUMER SURVEY - VODITE MARKET

CONSUMER SURVEY - BRAND AWARENESS BY SEGMENT
Firm Brand Innovs Adopters Followers Total

U VULK 21.6% 20.6% 27.9% 21.9%
CONSUMER SURVEY - PURCHASE INTENTIONS

U VULK 100.0% 100.0% 100.0% 100.0%
Total 100.0% 100.0% 100.0% 100.0%
CONSUMER SURVEY - SHOPPING HABITS
Segment Specialty stores Depart. stores Mass Merchandis. Total

Innovators 80.5% 12.7% 6.8% 100.0%
Early Adopters 64.6% 21.8% 13.6% 100.0%
Followers 34.5% 38.2% 27.3% 100.0%
Total 71.1% 18.0% 10.9% 100.0%

CONSUMER PANEL - VODITE MARKET

CONSUMER PANEL - MARKET SHARES BASED ON UNIT SALES

U VULK 100.0% 100.0% 100.0% 100.0%
Total 100.0% 100.0% 100.0% 100.0%

Total sales (U) 72,522 39,271 11,755 123,548

DISTRIBUTION PANEL - VODITE MARKET

DISTRIBUTION PANEL - MARKET SHARES BASED ON UNIT SALES
Firm Brand Specialty stores Depart. stores Mass Merchandis. Total

U VULK 100.0% 100.0% 100.0% 100.0%
Total 100.0% 100.0% 100.0% 100.0%

Total sales (U) 87,755 22,286 13,506 123,548
DISTRIBUTION PANEL - DISTRIBUTION COVERAGE BY CHANNEL

U VULK 47.8% 47.8% 15.0%
Total number of outlets 29,091 6,719 10,835

SEMANTIC SCALES - VODITE MARKET

SEMANTIC SCALES - IDEAL VALUES (1 TO 7)
Segment Autonomy Max Freq Diameter Design Weight Price

Innovs 4.66 4.99 3.75 3.42 4.21 6.03
Adopters 5.11 4.14 3.09 4.14 3.66 5.28
Followers 3.76 3.16 4.33 4.47 4.59 4.64
Importance of characteristic (1) 5 10 3 3 2 6
(1) On a scale from 1 to 10 - 1 = Not important - 10 = Very important
SEMANTIC SCALES - BRAND PERCEPTIONS (1 TO 7)
Firm Brand Autonomy Max Freq Diameter Design Weight Price

U VULK 3.43 1.96 2.88 1.50 2.88 6.50

MARKET FORECAST - VODITE MARKET

MARKET FORECAST - SEGMENT SIZES AND GROWTH RATES
Segment Innovs Adopters Followers Total

Segment sizes in KU
Actual size this period 73 39 12 124
Forecasted size next period 90 89 30 209
Forecasted size in five periods 131 236 790 1,157
Relative segment sizes in %
Actual size this period 58.7% 31.8% 9.5% 100.0%
Forecasted size next period 42.9% 42.6% 14.5% 100.0%
Forecasted size in five periods 11.3% 20.4% 68.3% 100.0%
Forecasted growth rates in %
Next period 23.6% 126.6% 157.5% 69.1%
Total over next five periods 80.2% 500.6% 6622.0% 836.2%
Average over next five periods 12.5% 43.1% 132.0% 56.4%

COMPETITIVE ADVERTISING - VODITE MARKET

COMPETITIVE ADVERTISING - ESTIMATED TOTAL EXPENDITURES
(all numbers in K$)
Firm Brand Innovs Adopters Followers

U VULK 400 300 200
TOTAL 400 300 200

AVERAGE BY BRAND 400 300 200
AVERAGE BY FIRM 400 300 200
COMPETITIVE ADVERTISING
ESTIMATED COMMUNICATION DIMENSIONS AND MESSAGE QUALITY
Firm Brand Communication Dimensions Message Quality

U VULK Max Freq & Price Excellent

Team A - Round 3 - Result

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Team A - Round 3 - Result

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INDUSTRY SMPGP2024 SECTION B - FIRM A ANNUAL REPORT PERIOD 3

29-7-2024 Markstrat by StratX 5.1.0.8 - Copyright © 2010 by StratX 1/30

Unit Annual results Evolution since P0

Unit Total Sonite market Vodite market

29-7-2024 Markstrat by StratX 5.1.0.8 - Copyright © 2010 by StratX 2/30

Sonite Brands Unit Total SAMA SALT SANP SAXX

MARKET SHARES AND DISTRIBUTION COVERAGE

Sonite Brands Unit Total SAMA SALT SANP SAXX

29-7-2024 Markstrat by StratX 5.1.0.8 - Copyright © 2010 by StratX 3/30

RESEARCH & DEVELOPMENT RESULTS

Physical Characteristics Base Cost $ Allocated Budget K$

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

VODITE R&D PROJECTS

Physical Characteristics Base Cost $ Allocated Budget K$

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

29-7-2024 Markstrat by StratX 5.1.0.8 - Copyright © 2010 by StratX 4/30

Sales Production Marketing

CUMULATIVE COMPANY PERFORMANCE

Unit Total Sonite market Vodite market

29-7-2024 Markstrat by StratX 5.1.0.8 - Copyright © 2010 by StratX 5/30

Sonite Brands SAMA SALT SANP SAXX

DECISION SUMMARY - SALES FORCE MANAGEMENT

Distribution Channels Specialty stores Depart. stores Mass Merchandis.

DECISION SUMMARY - VODITE R&D PROJECTS

Project Expenditures Product Characteristics

DECISION SUMMARY - MARKET RESEARCH STUDIES

Study Market covered by study

29-7-2024 Markstrat by StratX 5.1.0.8 - Copyright © 2010 by StratX 6/30

DECISION SUMMARY - LOAN AND BUDGET MODIFICATION

Corporate finance department

29-7-2024 Markstrat by StratX 5.1.0.8 - Copyright © 2010 by StratX 7/30

29-7-2024 Markstrat by StratX 5.1.0.8 - Copyright © 2010 by StratX 8/30

STOCK MARKET AND KEY PERFORMANCE INDICATORS

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

COMPANY KEY PERFORMANCE INDICATORS

COMPANY KEY PERFORMANCE INDICATORS

29-7-2024 Markstrat by StratX 5.1.0.8 - Copyright © 2010 by StratX 9/30

ECONOMIC VARIABLES AND COSTS

Unit Actual value Forecast value %change

COST OF MARKET RESEARCH STUDIES NEXT PERIOD

Study Market covered by study

29-7-2024 Markstrat by StratX 5.1.0.8 - Copyright © 2010 by StratX 10/30

INFORMATION ON SONITE MARKET

INFORMATION ON SONITE MARKET - SALES AND MARKET SHARES

Firm Brand Volume sold Retail sales

29-7-2024 Markstrat by StratX 5.1.0.8 - Copyright © 2010 by StratX 11/30

INFORMATION ON VODITE MARKET

INFORMATION ON VODITE MARKET - SALES AND MARKET SHARES

Firm Brand Volume sold Retail sales

Total Vodite market 0 123,548 - 100.0% 0 146,636 - 100.0%

29-7-2024 Markstrat by StratX 5.1.0.8 - Copyright © 2010 by StratX 12/30

MARKET RESEARCH STUDIES

29-7-2024 Markstrat by StratX 5.1.0.8 - Copyright © 2010 by StratX 13/30

BENCHMARKING - ESTIMATED PERFORMANCE IN SONITE MARKET

BENCHMARKING - ESTIMATED PERFORMANCE IN VODITE MARKET

29-7-2024 Markstrat by StratX 5.1.0.8 - Copyright © 2010 by StratX 14/30

CONSUMER SURVEY - SONITE MARKET

Firm Brand Buffs Singles Pros HiEarners Others Total

CONSUMER SURVEY - PURCHASE INTENTIONS