Jobbers1 A Annual Report P01

INDUSTRY JOBBERS1 - FIRM I
ANNUAL REPORT
PERIOD 1
COMPANY REPORT
Based on scenario F6M2C0
PERIOD 1
mala Srivastava
full time MBA
9/28/2012 -->11/30/2012
NMIMS university
India
3/20/2013
Markstrat by StratX 5.1.0.7 - Copyright 2010 by StratX
1/18
ANNUAL REPORT
PERIOD 1
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 0
Period 1
%change
Ratio
P1/P0
Average
growth
%$
%$
%$
16.7%
16.7%
-
21.3%
21.3%
-
28.0%
28.0%
-
x 1.28
x 1.28
-
28.0%
28.0%
-
K$
K$
K$
65,401
65,401
-
105,480
105,480
-
61.3%
61.3%
-
x 1.61
x 1.61
-
61.3%
61.3%
-
K$
K$
K$
K$
21,841
16,617
16,372
16,372
41,347
34,556
34,197
50,570
89.3%
108.0%
108.9%
208.9%
x 1.89
x 2.08
x 2.09
x 3.09
89.3%
108.0%
108.9%
208.9%
Base 1000
Ratio
Ratio
1,000
2.99
2.99
1,510
4.78
4.01
51.0%
59.8%
33.9%
x 1.51
x 1.60
x 1.34
51.0%
59.8%
33.9%
Unit
Total
Sonite market
U
$
$
K$
257,511
410
268
69,059
257,511
410
268
69,059
U
K$
K$
K$
K$
271,500
-27,599
-113
0
41,347
271,500
-27,599
-113
0
41,347
K$
K$
K$
K$
-4,186
-160
-2,445
34,556
-4,186
-160
-2,445
34,556
K$
K$
K$
K$
K$
K$
-359
0
0
0
34,197
13,700
-359
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
3/20/2013
Vodite market
0
0
2/18
ANNUAL REPORT
PERIOD 1
BRAND RESULTS
CONTRIBUTION BY BRAND
Sonite Brands
Base R&D project
Sales
Units sold
Average retail price
Average selling price
Revenues
Production
Units produced
Current unit transfer cost
Average unit transfer cost
Cost of goods sold
Units in inventory
Inventory holding cost
Inventory disposal loss
Contribution before marketing
Marketing
Advertising expenditures
Advertising research expenditures
Sales force
Unit
Total
SIRO
PSIRO
SIBI
PSIBI
U
$
$
K$
257,511
410
268
69,059
86,094
243
163
14,067
171,416
493
321
54,992
U
$
$
K$
U
K$
K$
K$
271,500
107
-27,599
22,675
-113
0
41,347
100,000
62
63
-5,442
22,586
-112
0
8,513
171,500
129
129
-22,157
89
-1
0
32,834
K$
K$
K$
K$
-4,186
-160
-2,445
34,556
-1,436
-60
-1,222
5,795
-2,750
-100
-1,222
28,762
MARKET SHARES AND DISTRIBUTION COVERAGE

Sonite Brands
Market shares
Distribution coverage in %
Specialty stores (30,000 outlets)
Depart. stores (6,750 outlets)
Mass Merchandis. (10,000 outlets)
3/20/2013
Unit
%U
%$
%
%
%
Total
21.6%
21.3%
SIRO
7.2%
4.2%
SIBI
14.4%
17.1%
31.2%
44.6%
32.7%
49.4%
44.5%
24.7%
3/18
ANNUAL REPORT
PERIOD 1
RESEARCH & DEVELOPMENT RESULTS

SONITE R&D PROJECTS
Name
PSIRO
PSIBI
Weight
(Kg)
18
13
Physical Characteristics
Design
Volume
Max Freq
(Index)
(Dm3)
(KHz)
3
75
25
8
40
40
Power
(W)
12
75
Base Cost $
Current
Minimum
realistic
72
47
166
149
Allocated Budget K$
Cumulative
Req. for
completion
1,500 Avail. in P-1
2,500 Avail. in P-1
(*) Projects identified in bold have been completed in this period.
3/20/2013
4/18
ANNUAL REPORT
PERIOD 1
CUMULATIVE RESULTS
CUMULATIVE BRAND RESULTS
Sales
Brand
Results
since period
SIRO
SIBI
0
0
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
157
269
K$
38,312
132,569
K$
25,628
86,263
K$
10,702
37,837
K$
163
1
K$
2,996
5,350
K$
1,834
1,834
K$
9,933
41,241
426
0
426
170,881
0
170,881
111,892
0
111,892
48,539
0
48,539
164
0
164
8,346
0
8,346
3,669
0
3,669
51,173
0
51,173
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
Market research studies
Research and development
Interest paid
Exceptional cost or profit
Net contribution
3/20/2013
Unit
Total
Sonite market
Vodite market
KU
K$
K$
426
170,881
111,892
426
170,881
111,892
0
0
0
K$
K$
-48,539
-164
-48,539
-164
0
0
K$
K$
K$
-8,346
-3,669
51,173
-8,346
-3,669
51,173
0
0
0
K$
K$
K$
K$
K$
-604
0
0
0
50,570
-604
0
0
0
5/18
ANNUAL REPORT
PERIOD 1
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
KU
KU
$
K$
K$
Buffs
Singles
Professionals
High earners
Others
Targeted segments in %
Perceptual Objectives
Dimension 1
Objective 1
Dimension 2
Objective 2
SIRO
PSIRO
125
0
250
1,436
60
15
35
5
7
38
SIBI
PSIBI
150
0
500
2,750
100
24
4
34
34
4
None
None
-
None
None
-
DECISION SUMMARY - SALES FORCE MANAGEMENT

Distribution Channels
Number of salespeople
Sales force effort allocation by brand (%)
SIRO
SIBI
Specialty stores
35
Depart. stores
43
Mass Merchandis.
32
29
71
53
47
69
31
100
100
100
Market covered by study

Sonite
Yes
Yes
Yes
No
No
Yes
Yes
Yes
Yes
Yes
No
Vodite
No
No
No
No
No
No
No
No
No
No
No
TOTAL
DECISION SUMMARY - MARKET RESEARCH STUDIES

Study
All markets
No
-
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
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
3/20/2013
K$
K$
0
0
K$
6/18
ANNUAL REPORT
PERIOD 1
NEWSLETTER
PERIOD 1
mala Srivastava
full time MBA
9/28/2012 -->11/30/2012
NMIMS university
India
3/20/2013
7/18
ANNUAL REPORT
PERIOD 1
STOCK MARKET AND KEY PERFORMANCE INDICATORS

STOCK MARKET
Firm
I
O
A
E
U
Y
Stock price index

base 1000
1,510
1,275
1,218
1,153
1,027
867
Market capitalization
K$
500,583
422,736
403,772
382,127
340,424
287,546
Net contribution (K$)

Period 1
Cumulative
34,197
50,570
28,042
44,414
26,354
42,726
25,078
41,451
21,559
37,932
17,672
34,044
COMPANY KEY PERFORMANCE INDICATORS

(period 1 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
%$
%$
%$
17.4%
17.4%
-
16.3%
16.3%
-
21.3%
21.3%
-
18.2%
18.2%
-
14.6%
14.6%
-
12.1%
12.1%
-
K$
K$
K$
86,191
86,191
-
80,757
80,757
-
105,480
105,480
-
89,764
89,764
-
72,200
72,200
-
59,870
59,870
-
K$
K$
K$
K$
33,424
26,734
26,354
42,726
31,011
25,359
25,078
41,451
41,347
34,556
34,197
50,570
35,148
28,364
28,042
44,414
29,726
21,901
21,559
37,932
24,719
18,145
17,672
34,044
Base 1000
K$
Ratio
Ratio
1,218
403,772
3.73
3.41
1,153
382,127
4.23
3.64
1,510
500,583
4.78
4.01
1,275
422,736
3.95
3.53
1,027
340,424
2.67
2.80
867
287,546
2.51
2.72
4.6%
4.6%
-
-2.0%
-2.0%
-
28.0%
28.0%
-
9.0%
9.0%
-
-12.4%
-12.4%
-
-27.3%
-27.3%
-
31.8%
31.8%
-
23.5%
23.5%
-
61.3%
61.3%
-
37.3%
37.3%
-
10.4%
10.4%
-
-8.5%
-8.5%
-
53.0%
60.9%
61.0%
161.0%
42.0%
52.6%
53.2%
153.2%
89.3%
108.0%
108.9%
208.9%
60.9%
70.7%
71.3%
171.3%
36.1%
31.8%
31.7%
131.7%
13.2%
9.2%
7.9%
107.9%
21.8%
21.8%
24.5%
13.8%
15.3%
15.3%
41.2%
21.4%
51.0%
51.0%
59.8%
33.9%
27.5%
27.5%
31.8%
18.0%
2.7%
2.7%
-10.8%
-6.4%
-13.3%
-13.3%
-16.2%
-9.1%
COMPANY KEY PERFORMANCE INDICATORS

(% change from period 0 to period 1)
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
3/20/2013
8/18
ANNUAL REPORT
PERIOD 1
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 2
3.0%
2.0%
%change
%
%
Actual value
Period 1
3.0%
2.0%
% transf. cost
% transf. cost
8.0%
20.0%
8.0%
20.0%
0.0%
0.0%
$
$
$
20,808
3,121
5,202
21,224
3,184
5,306
2.0%
2.0%
2.0%
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
3/20/2013
All markets
32
32
871
Market covered by study

Sonite
Vodite
64
106
64
11
37
21
32
16
27
37
37
452
42
74
53
11
37
21
32
16
27
37
37
387
9/18
ANNUAL REPORT
PERIOD 1
INFORMATION ON SONITE MARKET

CHARACTERISTICS OF MARKETED SONITE BRANDS
Firm
Brand
SAMA
SALT
SEMI
SELF
SIRO
SIBI
SOLD
SONO
SUSI
SULI
SYGU
SYCA
E
I
O
U
Y
New or
Modified
No
No
No
No
No
No
No
No
No
No
No
No
Weight
(Kg)
18
13
18
13
18
13
18
13
18
13
18
13
Physical characteristics
Design
Volume
Max Freq
(Index)
(Dm3)
(KHz)
3
75
25
8
40
40
3
75
25
8
40
40
3
75
25
8
40
40
3
75
25
8
40
40
3
75
25
8
40
40
3
75
25
8
40
40
Power
(W)
12
75
12
75
12
75
12
75
12
75
12
75
Base cost
($)
72
166
72
166
72
166
72
166
72
166
72
166
Retail price
($)
235
525
240
510
250
500
240
520
225
625
275
610
Retail sales
Period 1
Change
K$
%
18,450
6.0%
67,741
41.1%
17,418
0.1%
63,339
32.0%
20,913
20.2%
84,567
76.2%
19,045
9.5%
70,719
47.3%
16,570
-4.8%
55,630
15.9%
17,094
-1.8%
42,776
-10.9%
494,262
26.0%
Share
%$
3.7%
13.7%
3.5%
12.8%
4.2%
17.1%
3.9%
14.3%
3.4%
11.3%
3.5%
8.7%
100.0%
INFORMATION ON SONITE MARKET - SALES AND MARKET SHARES

Firm
Brand
SAMA
SALT
E
SEMI
SELF
I
SIRO
SIBI
O
SOLD
SONO
U
SUSI
SULI
Y
SYGU
SYCA
Total Sonite market
3/20/2013
Period 0
U
71,320
97,394
71,320
97,394
71,320
97,394
71,320
97,394
71,320
97,394
71,320
97,394
1,012,285
Volume sold
Period 1
Change
U
%
81,102
13.7%
130,744
34.2%
74,489
4.4%
126,072
29.4%
86,094
20.7%
171,416
76.0%
81,294
14.0%
138,006
41.7%
76,158
6.8%
90,006
-7.6%
64,191
-10.0%
70,964
-27.1%
1,190,537
17.6%
Share
%U
6.8%
11.0%
6.3%
10.6%
7.2%
14.4%
6.8%
11.6%
6.4%
7.6%
5.4%
6.0%
100.0%
Period 0
K$
17,399
48,002
17,399
48,002
17,399
48,002
17,399
48,002
17,399
48,002
17,399
48,002
392,406
10/18
ANNUAL REPORT
PERIOD 1
MARKET RESEARCH STUDIES

PERIOD 1
mala Srivastava
full time MBA
9/28/2012 -->11/30/2012
NMIMS university
India
3/20/2013
11/18
ANNUAL REPORT
PERIOD 1
CONSUMER SURVEY - SONITE MARKET

CONSUMER SURVEY - BRAND AWARENESS BY SEGMENT
Firm
A
E
I
O
U
Y
Brand
SAMA
SALT
SEMI
SELF
SIRO
SIBI
SOLD
SONO
SUSI
SULI
SYGU
SYCA
Buffs
59.8%
70.5%
57.0%
66.9%
56.0%
70.1%
59.0%
67.6%
54.6%
74.1%
59.5%
66.9%
Singles
70.3%
62.6%
68.9%
60.4%
69.3%
60.5%
69.2%
65.7%
69.6%
63.8%
70.0%
63.1%
Pros
46.8%
74.4%
45.1%
72.1%
45.9%
74.9%
49.1%
71.9%
44.7%
76.6%
47.4%
75.6%
HiEarners
48.2%
74.9%
45.9%
74.3%
47.9%
75.4%
49.9%
74.3%
45.8%
77.3%
48.8%
76.2%
Others
64.5%
50.0%
62.2%
49.8%
63.5%
50.1%
62.4%
55.7%
63.2%
52.2%
62.7%
51.7%
Total
57.3%
66.0%
55.1%
64.3%
55.9%
65.9%
57.3%
66.6%
54.9%
68.4%
57.0%
66.3%
Others
16.8%
0.7%
15.9%
0.7%
15.9%
0.7%
16.0%
0.8%
16.6%
0.7%
14.5%
0.7%
100.0%
Total
7.5%
10.2%
7.1%
11.0%
7.2%
12.1%
7.2%
10.4%
7.3%
6.5%
6.9%
6.7%
100.0%
CONSUMER SURVEY - PURCHASE INTENTIONS

Firm
A
E
I
O
U
Y
Total
Brand
SAMA
SALT
SEMI
SELF
SIRO
SIBI
SOLD
SONO
SUSI
SULI
SYGU
SYCA
Buffs
5.2%
12.4%
5.0%
12.4%
5.0%
13.4%
5.2%
12.1%
4.8%
9.9%
5.4%
9.3%
100.0%
Singles
12.1%
4.9%
11.9%
4.9%
11.9%
5.0%
11.9%
5.2%
12.0%
4.1%
12.1%
4.1%
100.0%
Pros
0.3%
17.9%
0.3%
20.5%
0.3%
24.1%
0.3%
18.4%
0.3%
8.2%
0.3%
9.0%
100.0%
HiEarners
0.5%
17.6%
0.4%
18.7%
0.5%
19.7%
0.5%
17.9%
0.4%
11.3%
0.5%
12.0%
100.0%
CONSUMER SURVEY - SHOPPING HABITS

Segment
Buffs
Singles
Professionals
High earners
Others
Total
3/20/2013
Specialty stores
70.0%
40.0%
50.0%
20.0%
20.0%
38.8%
Depart. stores
25.0%
40.0%
30.0%
50.0%
40.0%
37.0%
Mass Merchandis.
5.0%
20.0%
20.0%
30.0%
40.0%
24.2%
Total
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%
12/18
ANNUAL REPORT
PERIOD 1
CONSUMER PANEL - SONITE MARKET

CONSUMER PANEL - MARKET SHARES BASED ON UNIT SALES
Firm
A
E
I
O
U
Y
Brand
SAMA
SALT
SEMI
SELF
SIRO
SIBI
SOLD
SONO
SUSI
SULI
SYGU
SYCA
Total
Total sales (U)
Total sales (% Total)
3/20/2013
Buffs
4.1%
13.8%
4.3%
11.8%
4.3%
16.2%
4.9%
13.3%
3.7%
11.6%
3.5%
8.7%
100.0%
229,886
19.3%
Singles
11.4%
5.5%
11.2%
5.0%
12.6%
6.3%
12.2%
6.1%
10.9%
5.1%
9.8%
3.9%
100.0%
163,258
13.7%
Pros
0.3%
18.0%
0.3%
18.4%
0.3%
26.7%
0.3%
18.9%
0.2%
8.8%
0.2%
7.5%
100.0%
254,359
21.4%
HiEarners
0.4%
17.2%
0.4%
17.2%
0.5%
21.9%
0.4%
19.0%
0.4%
12.5%
0.4%
9.8%
100.0%
243,578
20.5%
Others
17.2%
0.8%
15.0%
0.7%
17.9%
0.9%
16.2%
0.9%
16.2%
0.8%
12.9%
0.6%
100.0%
299,456
25.2%
Total
6.8%
11.0%
6.3%
10.6%
7.2%
14.4%
6.8%
11.6%
6.4%
7.6%
5.4%
6.0%
100.0%
1,190,537
100.0%
13/18
ANNUAL REPORT
PERIOD 1
DISTRIBUTION PANEL - SONITE MARKET

DISTRIBUTION PANEL - MARKET SHARES BASED ON UNIT SALES
Firm
A
E
I
O
U
Y
Brand
SAMA
SALT
SEMI
SELF
SIRO
SIBI
SOLD
SONO
SUSI
SULI
SYGU
SYCA
Total
Total sales (U)
Total sales (% Total)
Specialty stores
4.5%
13.7%
5.1%
12.0%
4.7%
17.2%
5.7%
13.0%
4.5%
8.7%
3.5%
7.4%
100.0%
489,190
41.1%
Depart. stores
7.1%
9.9%
6.5%
10.3%
8.3%
13.7%
7.2%
11.5%
6.2%
7.9%
5.7%
5.6%
100.0%
469,820
39.5%
Mass Merchandis.
11.2%
7.4%
8.3%
8.1%
10.6%
9.9%
8.4%
8.7%
10.9%
4.3%
8.8%
3.6%
100.0%
231,527
19.4%
Total
6.8%
11.0%
6.3%
10.6%
7.2%
14.4%
6.8%
11.6%
6.4%
7.6%
5.4%
6.0%
100.0%
1,190,537
100.0%
DISTRIBUTION PANEL - DISTRIBUTION COVERAGE BY CHANNEL

Firm
A
Brand
SAMA
SALT
E
SEMI
SELF
I
SIRO
SIBI
O
SOLD
SONO
U
SUSI
SULI
Y
SYGU
SYCA
Total number of outlets
3/20/2013
Specialty stores
28.2%
47.4%
34.4%
36.3%
31.2%
49.4%
38.6%
45.4%
29.6%
50.0%
22.0%
40.4%
30,000
Depart. stores
35.3%
36.8%
33.7%
35.3%
44.6%
44.5%
37.8%
44.6%
30.7%
51.4%
31.0%
32.3%
6,750
Mass Merchandis.
33.0%
22.0%
23.9%
22.1%
32.7%
24.7%
24.0%
27.1%
32.4%
23.3%
28.8%
17.2%
10,000
14/18
ANNUAL REPORT
PERIOD 1
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 %
Actual size this period
Forecasted size next period
Forecasted size in five periods
Forecasted growth rates in %
Next period
Total over next five periods
Average over next five periods
3/20/2013
Buffs
Singles
Pros
HiEarners
Others
Total
230
225
187
163
202
533
254
301
435
244
301
476
299
355
705
1,191
1,384
2,336
19.3%
16.3%
8.0%
13.7%
14.6%
22.8%
21.4%
21.8%
18.6%
20.5%
21.8%
20.4%
25.2%
25.6%
30.2%
100.0%
100.0%
100.0%
-2.1%
-18.7%
-4.1%
23.6%
226.4%
26.7%
18.4%
71.0%
11.3%
23.6%
95.4%
14.3%
18.4%
135.4%
18.7%
16.2%
96.2%
14.4%
15/18
ANNUAL REPORT
PERIOD 1
COMPETITIVE ADVERTISING - SONITE MARKET

COMPETITIVE ADVERTISING - ESTIMATED TOTAL EXPENDITURES
(all numbers in K$)
Firm
A
Brand
SAMA
SALT
TOTAL
SEMI
SELF
TOTAL
SIRO
SIBI
TOTAL
SOLD
SONO
TOTAL
SUSI
SULI
TOTAL
SYGU
SYCA
TOTAL
TOTAL
AVERAGE BY BRAND
AVERAGE BY FIRM
Buffs
400
700
1,100
300
550
850
250
650
900
350
500
850
250
950
1,200
450
500
950
5,850
488
975
Singles
450
450
900
450
400
850
400
300
700
450
600
1,050
500
450
950
500
500
1,000
5,450
454
908
Pros
200
750
950
200
600
800
200
800
1,000
300
500
800
150
950
1,100
300
950
1,250
5,900
492
983
HiEarners
200
750
950
200
750
950
200
800
1,000
300
650
950
150
950
1,100
300
950
1,250
6,200
517
1,033
Others
500
350
850
450
400
850
450
300
750
450
650
1,100
500
400
900
450
500
950
5,400
450
900
Total
1,750
3,000
4,750
1,600
2,700
4,300
1,500
2,850
4,350
1,850
2,900
4,750
1,550
3,700
5,250
2,000
3,400
5,400
28,800
2,400
4,800
COMPETITIVE ADVERTISING
ESTIMATED COMMUNICATION DIMENSIONS AND MESSAGE QUALITY
Firm
A
E
I
O
U
Y
3/20/2013
Brand
SAMA
SALT
SEMI
SELF
SIRO
SIBI
SOLD
SONO
SUSI
SULI
SYGU
SYCA
Communication Dimensions
-
Message Quality
Poor
Poor
Poor
Poor
Poor
Poor
Poor
Poor
Poor
Poor
Poor
Poor
16/18
ANNUAL REPORT
PERIOD 1
COMPETITIVE SALES FORCE - SONITE MARKET

COMPETITIVE SALES FORCES - ESTIMATED SIZES
(in number of salespeople)
Firm
A
Brand
SAMA
SALT
TOTAL
SEMI
SELF
TOTAL
SIRO
SIBI
TOTAL
SOLD
SONO
TOTAL
SUSI
SULI
TOTAL
SYGU
SYCA
TOTAL
TOTAL
AVERAGE BY BRAND
AVERAGE BY FIRM
3/20/2013
Specialty stores
8
22
30
12
12
24
10
25
35
15
20
35
9
36
45
5
15
20
189
16
32
Depart. stores
13
13
26
12
12
24
23
20
43
15
20
35
10
30
40
10
10
20
188
16
31
Mass Merchandis.
22
8
30
10
8
18
22
10
32
10
12
22
21
9
30
15
5
20
152
13
25
Total
43
43
86
34
32
66
55
55
110
40
52
92
40
75
115
30
30
60
529
44
88
17/18
ANNUAL REPORT
PERIOD 1
ADVERTISING EXPERIMENT - SONITE MARKET

EXPECTED RESULTS WITH INCREASED ADVERTISING BUDGET
SIRO
SIBI
Change in awareness (%)
Buffs
1.4%
1.8%
Singles
1.4%
1.6%
Professionals
1.1%
1.4%
High earners
1.2%
1.4%
Others
1.2%
1.3%
Change in market share (%)
Buffs
0.2%
0.5%
Singles
0.4%
0.3%
Professionals
0.0%
0.6%
High earners
0.0%
0.5%
Others
0.5%
0.0%
Change in contribution after marketing (K$)
-27
488
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 - SONITE MARKET

EXPECTED RESULTS WITH INCREASED SALES FORCE
SIRO
SIBI
Change in number of distributors (U)
Specialty stores
1,170
-72
Depart. stores
161
179
Mass Merchandis.
217
273
Change in market share (%)
Specialty stores
0.5%
-0.1%
Depart. stores
0.4%
0.8%
Mass Merchandis.
0.6%
0.7%
Change in contribution after marketing (K$)
304
734
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.
3/20/2013
18/18

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INDUSTRY JOBBERS1 - FIRM I

Markstrat by StratX 5.1.0.7 - Copyright 2010 by StratX

INDUSTRY JOBBERS1 - FIRM I

Markstrat by StratX 5.1.0.7 - Copyright 2010 by StratX

INDUSTRY JOBBERS1 - FIRM I

MARKET SHARES AND DISTRIBUTION COVERAGE

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INDUSTRY JOBBERS1 - FIRM I

RESEARCH & DEVELOPMENT RESULTS

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

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INDUSTRY JOBBERS1 - FIRM I

CUMULATIVE COMPANY PERFORMANCE

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INDUSTRY JOBBERS1 - FIRM I

DECISION SUMMARY - SALES FORCE MANAGEMENT

Market covered by study

DECISION SUMMARY - MARKET RESEARCH STUDIES

DECISION SUMMARY - LOAN AND BUDGET MODIFICATION

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INDUSTRY JOBBERS1 - FIRM I

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INDUSTRY JOBBERS1 - FIRM I

STOCK MARKET AND KEY PERFORMANCE INDICATORS

Stock price index

Net contribution (K$)

COMPANY KEY PERFORMANCE INDICATORS

COMPANY KEY PERFORMANCE INDICATORS

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INDUSTRY JOBBERS1 - FIRM I

ECONOMIC VARIABLES AND COSTS

COST OF MARKET RESEARCH STUDIES NEXT PERIOD

Market covered by study

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INDUSTRY JOBBERS1 - FIRM I

INFORMATION ON SONITE MARKET

INFORMATION ON SONITE MARKET - SALES AND MARKET SHARES

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MARKET RESEARCH STUDIES

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CONSUMER SURVEY - SONITE MARKET

CONSUMER SURVEY - PURCHASE INTENTIONS

CONSUMER SURVEY - SHOPPING HABITS

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INDUSTRY JOBBERS1 - FIRM I

CONSUMER PANEL - SONITE MARKET

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DISTRIBUTION PANEL - SONITE MARKET

DISTRIBUTION PANEL - DISTRIBUTION COVERAGE BY CHANNEL

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INDUSTRY JOBBERS1 - FIRM I

MARKET FORECAST - SONITE MARKET

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COMPETITIVE ADVERTISING - SONITE MARKET

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COMPETITIVE SALES FORCE - SONITE MARKET

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