i1sa i annual report p01
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INDUSTRY I1SA - FIRM I ANNUAL REPORT PERIOD 1
COMPANY REPORT
INDUSTRY I1SA - FIRM IBased on scenario F5M2A020
PERIOD 1
Sreenath KanugoviMKDM-2012
6/4/2012 -->7/15/2012Indian School of Business
India
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INDUSTRY I1SA - FIRM I ANNUAL REPORT PERIO
COMPANY RESULTSCOMPANY SCORECARD
Unit Annual results Evolution since P0
Period 0 Period 1 %changeRatio
P1/P0
Average
growth
Market share
Total %$ 12.4% 12.3% -0.9% x 0.99 -0.9%
Sonite market %$ 12.4% 12.3% -0.9% x 0.99 -0.9%
Vodite market %$ - - - - -
Retail sales
Total K$ 38,968 48,221 23.7% x 1.24 23.7%
Sonite market K$ 38,968 48,221 23.7% x 1.24 23.7%
Vodite market K$ - - - - -
Contribution
Before marketing K$ 15,403 20,688 34.3% x 1.34 34.3%
After marketing K$ 10,179 15,740 54.6% x 1.55 54.6%
Net K$ 9,935 12,897 29.8% x 1.30 29.8%
Cumulative net K$ 9,935 22,831 129.8% x 2.30 129.8%
Shareholder value
Stock price index Base 1000 1,000 1,160 16.0% x 1.16 16.0%
Current return on investment Ratio 1.82 1.66 -8.9% x 0.91 -8.9%
Cumulative return on investment Ratio 1.82 1.72 -5.2% x 0.95 -5.2%
COMPANY PERFORMANCE
Unit Total Sonite market Vodite market
Sales
Units sold U 182,637 182,637
Average retail price $ 264 264
Average selling price $ 177 177
Revenues K$ 32,360 32,360
Production
Units produced U 193,700 193,700
Cost of goods sold K$ -11,199 -11,199
Inventory holding cost K$ -473 -473
Inventory disposal loss K$ 0 0
Contribution before marketing K$ 20,688 20,688
Marketing
Advertising expenditures K$ -3,540 -3,540
Advertising research expenditures K$ -160 -160
Sales force K$ -1,248 -1,248
Contribution after marketing K$ 15,740 15,740
Other expenses
Market research studies K$ -463 -442 -21
Research and development K$ -2,380 -2,380 0
Interest paid K$ 0
Exceptional cost or profit K$ 0
Net contribution K$ 12,897
Next period budget K$ 8,300
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INDUSTRY I1SA - FIRM I ANNUAL REPORT PERIOD 1
BRAND RESULTS
CONTRIBUTION BY BRAND
Sonite Brands Unit Total SIRO SIBI
Base R&D project PSIRO PSIBI
Sales
Units sold U 182,637 113,646 68,991
Average retail price $ 264 216 343
Average selling price $ 177 147 227
Revenues K$ 32,360 16,704 15,656
Production
Units produced U 193,700 113,700 80,000
Current unit transfer cost $ - 43 82
Average unit transfer cost $ 61 43 92
Cost of goods sold K$ -11,199 -4,880 -6,319
Units in inventory U 71,697 57 71,640
Inventory holding cost K$ -473 0 -473
Inventory disposal loss K$ 0 0 0
Contribution before marketing K$ 20,688 11,823 8,865
Marketing
Advertising expenditures K$ -3,540 -1,920 -1,620
Advertising research expenditures K$ -160 -80 -80
Sales force K$ -1,248 -479 -770
Contribution after marketing K$ 15,740 9,345 6,395
MARKET SHARES AND DISTRIBUTION COVERAGE
Sonite Brands Unit Total SIRO SIBI
Market shares %U 19.2% 12.0% 7.3%
%$ 12.3% 6.3% 6.0%
Distribution coverage in %
Specialty stores (30,000 outlets) % 22.4% 35.2%Depart. stores (6,750 outlets) % 35.8% 46.6%
Mass Merchandis. (10,000 outlets) % 38.5% 36.3%
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INDUSTRY I1SA - FIRM I ANNUAL REPORT PERIOD 1
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
PSIRO 20 3 70 10 12 52 39 1,500 Avail. in P-1
PSIBI 19 8 60 15 20 99 70 2,000 Avail. in P-1
PSING* 10 7 50 40 72 204 141 2,380 Avail. in P1
(*) Projects identified in bold have been completed in this period.
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INDUSTRY I1SA - FIRM I ANNUAL REPORT PERIOD 1
CUMULATIVE RESULTS
CUMULATIVE BRAND RESULTS
Sales Production Marketing
BrandResults since
periodUnits sold Retail sales Revenues
Cost of
goods sold
Inventory
costsAdvertising Sales force
Contrib. after
mktg.
KU K$ K$ K$ K$ K$ K$ K$
SIRO 0 208 43,737 29,670 9,668 0 4,000 1,091 14,911
SIBI 0 128 43,451 28,727 11,723 914 3,700 1,382 11,008
Total Sonite 337 87,189 58,397 21,391 914 7,700 2,472 25,919
Total Vodite 0 0 0 0 0 0 0 0
Total all markets 337 87,189 58,397 21,391 914 7,700 2,472 25,919
CUMULATIVE COMPANY PERFORMANCE
Unit Total Sonite market Vodite market
Sales
Units sold KU 337 337 0
Retail sales K$ 87,189 87,189 0
Revenues K$ 58,397 58,397 0
Production
Cost of goods sold K$ -21,391 -21,391 0
Inventory holding and disposal cost K$ -914 -914 0
Marketing
Total advertising expenditures K$ -7,700 -7,700 0
Sales force expenditures K$ -2,472 -2,472 0
Contribution after marketing K$ 25,919 25,919 0
Other expenses
Market research studies K$ -708 -687 -21
Research and development K$ -2,380 -2,380 0
Interest paid K$ 0
Exceptional cost or profit K$ 0
Net contribution K$ 22,831
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INDUSTRY I1SA - FIRM I ANNUAL REPORT PERIOD 1
DECISION SUMMARY
DECISION SUMMARY - BRAND MANAGEMENT
Sonite Brands SIRO SIBI
Base R&D project PSIRO PSIBI
Production planning KU 100 100
Inventory sold to trading company KU 0 0
Recommended retail price $ 225 350
Advertising budget K$ 1,920 1,620
Advertising research budget K$ 80 80
Buffs 10 20
Singles 30 30
Targeted segments in % Professionals 10 20
High earners 10 15
Others 40 15
Perceptual Objectives
Dimension 1 Performance None
Objective 1 [1,7] or [-20,+ -10.0 -
Dimension 2 None None
Objective 2 [1,7] or [-20,+ - -
DECISION SUMMARY - SALES FORCE MANAGEMENT
Distribution Channels Specialty stores Depart. stores Mass Merchandis.
Number of salespeople 10 30 20
Sales force effort allocation by brand (%)
SIRO 30 33 50
SIBI 70 67 50
TOTAL 100 100 100
DECISION SUMMARY - SONITE R&D PROJECTS
Project Expenditures Product Characteristics
Weight Design Volume Max Freq Power Base cost
K$ Kg Index Dm3 KHz W $
PSING 2,380 10 7 50 40 72 200
DECISION SUMMARY - SONITE ONLINE QUERIES
Query made Physical Characteristics Requested Online Query Results
on project Weight Design Volume Max Freq Power base costMin. unit
cost
Budget
required
(Kg) (Index) (Dm3) (KHz) (W) $ $ K$
PSING 10 7 50 40 72 200 161 2,380
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INDUSTRY I1SA - FIRM I ANNUAL REPORT PERIOD 1
DECISION SUMMARY - MARKET RESEARCH STUDIES
Study Market covered by study
All markets Sonite Vodite
Industry benchmarking No - -
Consumer survey - Yes No
Consumer panel - Yes No
Distribution panel - Yes No
Semantic scales - Yes Yes
Multidimensional scaling - Yes No
Market forecast - Yes Yes
Competitive advertising - Yes No
Competitive sales force - Yes No
Advertising experiment - Yes No
Sales force experiment - Yes No
Conjoint analysis - Yes 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 %
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INDUSTRY I1SA - FIRM I ANNUAL REPORT PERIOD 1
NEWSLETTER
INDUSTRY I1SA - FIRM I
Based on scenario F5M2A020
PERIOD 1
Sreenath KanugoviMKDM-2012
6/4/2012 -->7/15/2012Indian School of Business
India
6/11/2012 Markstrat by StratX 5.1.0.7 - Copyright 2010 by StratX 8/28
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INDUSTRY I1SA - FIRM I ANNUAL REPORT PERIOD
STOCK MARKET AND KEY PERFORMANCE INDICATORS
STOCK MARKET
Firm Stock price index Market capitalization Net contribution (K$)
base 1000 K$ Period 1 Cumulative
O 1,374 383,048 29,016 42,782
E 1,222 353,593 25,540 39,827
U 1,218 377,359 25,055 40,352
A 1,170 249,382 14,182 24,711
I 1,160 233,312 12,897 22,831
COMPANY KEY PERFORMANCE INDICATORS(period 1 values)
Unit A E I O U
Market share
Total %$ 14.6% 24.5% 12.3% 26.0% 22.5%
Sonite market %$ 14.6% 24.5% 12.3% 26.0% 22.5%
Vodite market %$ - - - - -
Retail sales
Total K$ 57,328 96,024 48,221 101,987 88,104
Sonite market K$ 57,328 96,024 48,221 101,987 88,104
Vodite market K$ - - - - -
Contribution
Before marketing K$ 21,254 31,132 20,688 35,232 31,477
After marketing K$ 17,145 26,783 15,740 30,769 26,898
Net K$ 14,182 25,540 12,897 29,016 25,055
Cumulative net K$ 24,711 39,827 22,831 42,782 40,352
Shareholder value
Stock price index Base 1000 1,170 1,222 1,160 1,374 1,218
Market capitalization K$ 249,382 353,593 233,312 383,048 377,359
Current return on investment Ratio 2.01 4.57 1.66 4.67 3.90
Cumulative return on investment Ratio 1.97 3.60 1.72 3.66 3.39
COMPANY KEY PERFORMANCE INDICATORS(% change from period 0 to period 1)
A E I O U
Market share
Total -1.3% -3.5% -0.9% 4.5% 0.3%
Sonite market -1.3% -3.5% -0.9% 4.5% 0.3%
Vodite market - - - - -
Retail sales
Total 23.3% 20.5% 23.7% 30.5% 25.2%
Sonite market 23.3% 20.5% 23.7% 30.5% 25.2%
Vodite market - - - - -
Contribution
Before marketing 32.9% 57.6% 34.3% 83.2% 51.6%
After marketing 59.1% 84.3% 54.6% 119.6% 73.1%
Net 34.7% 78.8% 29.8% 110.8% 63.8%
Cumulative net 134.7% 178.8% 129.8% 210.8% 163.8%
Shareholder value
Stock price index 17.0% 22.2% 16.0% 37.4% 21.8%
Market capitalization 17.0% 22.2% 16.0% 37.4% 21.8%
Current return on investment 4.2% 74.8% -8.9% 85.4% 39.5%
Cumulative return on investment 2.4% 37.8% -5.2% 45.4% 21.3%
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INDUSTRY I1SA - FIRM I ANNUAL REPORT PERIOD 1
ECONOMIC VARIABLES AND COSTS
ECONOMIC VARIABLES
Unit Actual value Forecast value %change
Period 1 Period 2
GNP growth rates % 3.0% 3.0% 0.0%Inflation rate % 2.0% 2.0% 0.0%
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 $ 20,808 21,224 2.0%
Salesperson hiring and training cost $ 3,121 3,184 2.0%
Salesperson firing cost $ 5,202 5,306 2.0%
COST OF MARKET RESEARCH STUDIES NEXT PERIOD(all numbers in K$)
Study Market covered by study
All markets Sonite Vodite
Industry benchmarking 32
Consumer survey 64 42
Consumer panel 106 74
Distribution panel 64 53
Semantic scales 11 11
Multidimensional scaling 37 37
Market forecast 21 21
Competitive advertising 32 32
Competitive sales force 16 16
Advertising experiment 27 27
Sales force experiment 37 37
Conjoint analysis 37 37
Total market 32 452 387
Total if all studies ordered 871
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INDUSTRY I1SA - FIRM I ANNUAL REPORT PERIOD 1
INFORMATION ON SONITE MARKET
CHARACTERISTICS OF MARKETED SONITE BRANDS
Physical characteristics
Firm Brand New or Weight Design Volume Max Freq Power Base cost Retail price
Modified (Kg) (Index) (Dm3) (KHz) (W) ($) ($)
A SAMA No 18 5 70 15 10 94 270
SALT No 15 4 35 20 30 119 340
E SEMI No 13 7 40 40 75 198 540
SELF No 15 4 40 45 90 218 550
I SIRO No 20 3 70 10 12 52 225
SIBI No 19 8 60 15 20 99 350
O SOLD No 13 7 45 30 75 188 575
SONO No 17 4 90 48 95 193 440
U SUSI No 18 3 75 25 12 72 270
SULI No 14 7 50 35 70 198 520
INFORMATION ON SONITE MARKET - SALES AND MARKET SHARES
Firm Brand Volume sold Retail sales
Period 0 Period 1 Change Share Period 0 Period 1 Change Share
U U % %U K$ K$ % %$
A SAMA 131,863 156,037 18.3% 16.4% 33,108 40,637 22.7% 10.4%
SALT 32,397 49,730 53.5% 5.2% 13,388 16,691 24.7% 4.3%
E SEMI 118,049 144,051 22.0% 15.2% 57,738 76,742 32.9% 19.6%
SELF 40,187 35,286 -12.2% 3.7% 21,938 19,282 -12.1% 4.9%
I SIRO 94,497 113,646 20.3% 12.0% 19,177 24,561 28.1% 6.3%
SIBI 59,369 68,991 16.2% 7.3% 19,791 23,660 19.5% 6.0%
O SOLD 108,398 140,326 29.5% 14.8% 54,370 79,241 45.7% 20.2%
SONO 60,578 51,972 -14.2% 5.5% 23,764 22,746 -4.3% 5.8%
U SUSI 54,239 33,651 -38.0% 3.5% 11,787 8,670 -26.4% 2.2%
SULI 114,861 156,039 35.9% 16.4% 58,566 79,434 35.6% 20.3%Total Sonite market 814,437 949,730 16.6% 100.0% 313,626 391,664 24.9% 100.0%
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INDUSTRY I1SA - FIRM I ANNUAL REPORT PERIOD 1
MARKET RESEARCH STUDIES
INDUSTRY I1SA - FIRM I
Based on scenario F5M2A020
PERIOD 1
Sreenath KanugoviMKDM-2012
6/4/2012 -->7/15/2012Indian School of Business
India
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INDUSTRY I1SA - FIRM I ANNUAL REPORT PERIOD 1
CONSUMER SURVEY - SONITE MARKET
CONSUMER SURVEY - BRAND AWARENESS BY SEGMENT
Firm Brand Buffs Singles Pros HiEarners Others Total
A SAMA 53.5% 68.5% 42.8% 50.5% 66.4% 57.2%
SALT 62.7% 68.4% 55.7% 62.8% 37.7% 55.4%
E SEMI 73.2% 61.6% 73.7% 76.0% 42.6% 63.0%
SELF 53.7% 45.0% 55.1% 54.7% 29.4% 45.8%I SIRO 54.9% 73.1% 47.9% 55.8% 72.9% 61.9%
SIBI 68.1% 77.6% 60.8% 65.4% 52.7% 63.7%
O SOLD 64.0% 56.3% 65.0% 76.8% 42.3% 58.5%
SONO 51.6% 44.8% 53.2% 50.9% 33.1% 45.4%
U SUSI 25.8% 32.3% 27.2% 30.2% 29.5% 28.9%
SULI 72.1% 68.2% 79.5% 81.6% 51.8% 68.5%
CONSUMER SURVEY - PURCHASE INTENTIONS
Firm Brand Buffs Singles Pros HiEarners Others Total
A SAMA 4.6% 15.2% 0.6% 0.4% 37.6% 14.7%
SALT 8.3% 15.8% 2.2% 1.7% 3.5% 6.5%
E SEMI 15.5% 7.2% 31.8% 19.6% 1.2% 13.4%
SELF 10.9% 4.0% 4.9% 2.4% 0.7% 4.5%
I SIRO 4.4% 12.7% 0.6% 0.4% 32.1% 12.6%
SIBI 7.1% 17.6% 2.0% 1.5% 5.7% 7.1%
O SOLD 11.5% 6.4% 19.6% 24.7% 1.2% 10.8%
SONO 20.6% 5.0% 3.5% 1.5% 0.9% 6.3%
U SUSI 2.4% 7.2% 0.4% 0.2% 15.4% 6.3%
SULI 14.8% 8.8% 34.4% 47.5% 1.6% 17.7%
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 70.0% 25.0% 5.0% 100.0%
Singles 40.0% 40.0% 20.0% 100.0%Professionals 50.0% 30.0% 20.0% 100.0%
High earners 20.0% 50.0% 30.0% 100.0%
Others 20.0% 40.0% 40.0% 100.0%
Total 39.8% 36.3% 23.9% 100.0%
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INDUSTRY I1SA - FIRM I ANNUAL REPORT PERIOD 1
CONSUMER PANEL - SONITE MARKET
CONSUMER PANEL - MARKET SHARES BASED ON UNIT SALES
Firm Brand Buffs Singles Pros HiEarners Others Total
A SAMA 4.2% 17.1% 0.6% 0.5% 44.1% 16.4%
SALT 6.8% 14.0% 1.7% 1.4% 2.8% 5.2%
E SEMI 18.5% 8.5% 33.7% 19.9% 1.3% 15.2%
SELF 10.2% 3.2% 3.7% 1.5% 0.4% 3.7%
I SIRO 3.3% 11.9% 0.5% 0.4% 32.3% 12.0%
SIBI 7.0% 19.4% 1.9% 1.6% 6.1% 7.3%
O SOLD 15.9% 9.2% 25.2% 32.1% 1.6% 14.8%
SONO 19.3% 4.1% 2.7% 1.0% 0.6% 5.5%
U SUSI 1.0% 3.9% 0.2% 0.1% 9.2% 3.5%
SULI 13.8% 8.5% 29.9% 41.6% 1.5% 16.4%
Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
Total sales (U) 190,188 173,362 194,120 127,475 264,585 949,730
Total sales (% Total) 20.0% 18.3% 20.4% 13.4% 27.9% 100.0%
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DISTRIBUTION PANEL - SONITE MARKET
DISTRIBUTION PANEL - MARKET SHARES BASED ON UNIT SALES
Firm Brand Specialty stores Depart. stores Mass Merchandis. Total
A SAMA 7.9% 20.0% 25.3% 16.4%
SALT 5.4% 6.4% 2.9% 5.2%
E SEMI 20.4% 13.5% 8.9% 15.2%
SELF 6.7% 2.2% 1.0% 3.7%
I SIRO 5.8% 13.3% 20.6% 12.0%
SIBI 6.9% 8.2% 6.4% 7.3%
O SOLD 16.9% 14.5% 11.5% 14.8%
SONO 10.2% 3.1% 1.3% 5.5%
U SUSI 1.8% 3.2% 7.1% 3.5%
SULI 18.0% 15.6% 15.0% 16.4%
Total 100.0% 100.0% 100.0% 100.0%
Total sales (U) 376,806 354,688 218,236 949,730
Total sales (% Total) 39.7% 37.3% 23.0% 100.0%
DISTRIBUTION PANEL - DISTRIBUTION COVERAGE BY CHANNELFirm Brand Specialty stores Depart. stores Mass Merchandis.
A SAMA 27.6% 49.0% 39.7%
SALT 27.3% 40.8% 18.9%
E SEMI 55.1% 47.2% 32.1%
SELF 41.2% 21.7% 13.5%
I SIRO 22.4% 35.8% 38.5%
SIBI 35.2% 46.6% 36.3%
O SOLD 48.2% 46.3% 39.7%
SONO 40.2% 22.4% 14.9%
U SUSI 13.5% 16.0% 28.0%
SULI 52.1% 45.0% 48.1%
Total number of outlets 30,000 6,750 10,000
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INDUSTRY I1SA - FIRM I ANNUAL REPORT PERIOD 1
SEMANTIC SCALES - SONITE MARKET
SEMANTIC SCALES - IDEAL VALUES 1 TO 7
Segment Weight Design Volume Max Freq Power Price
Buffs 3.42 1.95 2.08 6.00 6.24 3.72
Singles 6.09 5.26 5.03 4.32 4.11 3.01
Pros 2.53 5.54 3.08 5.49 5.25 5.47
HiEarners 4.80 5.84 4.62 4.54 4.71 5.83
Others 5.44 3.97 6.20 2.72 2.39 2.12
Importance of characteristic (1) 1 3 1 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 5.89 2.34 4.86 2.23 1.50 2.65
SALT 4.00 1.63 2.04 2.88 2.39 4.81
E SEMI 2.69 4.77 2.39 5.77 5.31 6.29
SELF 4.00 1.63 2.39 6.39 6.18 6.43
I SIRO 6.50 1.50 4.86 1.70 1.67 2.03
SIBI 6.45 5.66 4.00 2.23 1.83 4.58
O SOLD 2.69 4.77 2.76 4.41 5.31 6.45
SONO 5.31 1.63 6.32 6.50 6.45 5.52
U SUSI 5.89 1.50 5.24 3.59 1.50 2.38
SULI 3.30 4.77 3.14 5.12 5.01 6.23
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INDUSTRY I1SA - FIRM I ANNUAL REPORT PERIOD 1
MULTIDIMENSIONAL SCALING - SONITE MARKET
MULTIDIMENSIONAL SCALING - IDEAL VALUES (-20 TO +20)
Segment Economy Performance Convenience
Buffs 1.9 14.6 -6.6
Singles 6.6 1.0 3.1Pros -9.8 8.7 9.4
HiEarners -12.2 4.5 7.2
Others 12.5 -10.2 -4.0
MULTIDIMENSIONAL SCALING - BRAND PERCEPTIONS (-20 TO +20)
Firm Brand Economy Performance Convenience
A SAMA 9.0 -16.6 -10.2
SALT -5.4 -9.9 -8.4
E SEMI -15.3 9.5 6.6
SELF -16.2 14.9 -8.9
I SIRO 13.2 -15.5 -17.1
SIBI -3.9 -13.8 6.1
O SOLD -16.3 7.3 6.1
SONO -10.1 16.9 -15.0
U SUSI 10.8 -13.8 -16.9
SULI -14.9 6.9 5.2
MULTIDIMENSIONAL SCALINGINFLUENCE OF PRODUCT CHARACTERISTICS ON MDS DIMENSIONS
Weight Design Volume Max Freq Power Price
(Kg) (Index) (Dm3) (KHz) (W) ($)
Economy Slight Slight Slight Slight Moderate Strong
Performance Slight Slight Slight Strong Very strong Moderate
Convenience Moderate Strong Moderate Slight Slight Slight
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INDUSTRY I1SA - FIRM I ANNUAL REPORT PERIOD 1
MARKET FORECAST - SONITE MARKET
MARKET FORECAST - SEGMENT SIZES AND GROWTH RATES
Segment Buffs Singles Pros HiEarners Others Total
Segment sizes in KU
Actual size this period 190 173 194 127 265 950
Forecasted size next period 186 214 230 158 313 1,101
Forecasted size in five periods 155 566 332 249 623 1,924
Relative segment sizes in %
Actual size this period 20.0% 18.3% 20.4% 13.4% 27.9% 100.0%
Forecasted size next period 16.9% 19.5% 20.9% 14.3% 28.5% 100.0%
Forecasted size in five periods 8.0% 29.4% 17.3% 12.9% 32.4% 100.0%
Forecasted growth rates in %
Next period -2.1% 23.6% 18.5% 23.6% 18.4% 16.0%
Total over next five periods -18.7% 226.4% 71.0% 95.4% 135.4% 102.6%
Average over next five periods -4.1% 26.7% 11.3% 14.3% 18.7% 15.2%
6/11/2012 Markstrat by StratX 5.1.0.7 - Copyright 2010 by StratX 18/28
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INDUSTRY I1SA - FIRM I ANNUAL REPORT PERIOD 1
COMPETITIVE ADVERTISING - SONITE MARKET
COMPETITIVE ADVERTISING - ESTIMATED TOTAL EXPENDITURES(all numbers in K$)
Firm Brand Buffs Singles Pros HiEarners Others Total
A SAMA 250 350 250 250 500 1,600
SALT 350 350 200 250 200 1,350
TOTAL 600 700 450 500 700 2,950
E SEMI 650 350 650 550 300 2,500
SELF 100 100 100 100 100 500
TOTAL 750 450 750 650 400 3,000
I SIRO 300 500 300 300 600 2,000
SIBI 350 450 350 300 300 1,750
TOTAL 650 950 650 600 900 3,750
O SOLD 400 300 400 600 300 2,000
SONO 300 200 300 200 200 1,200
TOTAL 700 500 700 800 500 3,200
U SUSI 50 100 50 50 100 350
SULI 500 450 850 750 450 3,000
TOTAL 550 550 900 800 550 3,350
TOTAL 3,250 3,150 3,450 3,350 3,050 16,250
AVERAGE BY BRAND 325 315 345 335 305 1,625
AVERAGE BY FIRM 650 630 690 670 610 3,250
COMPETITIVE ADVERTISINGESTIMATED COMMUNICATION DIMENSIONS AND MESSAGE QUALITY
Firm Brand Communication Dimensions Message Quality
A SAMA - Poor
SALT - Poor
E SEMI - Poor
SELF - Poor
I SIRO Performance Poor
SIBI - Poor
O SOLD - Poor
SONO - Poor
U SUSI - Poor
SULI - Average
COMPETITIVE SALES FORCE - SONITE MARKET
COMPETITIVE SALES FORCES - ESTIMATED SIZES(in number of salespeople)
Firm Brand Specialty stores Depart. stores Mass Merchandis. TotalA SAMA 5 21 12 38
SALT 5 14 3 22
TOTAL 10 35 15 60E SEMI 16 20 8 44
SELF 9 5 2 16TOTAL 25 25 10 60
I SIRO 3 10 10 23SIBI 7 20 10 37TOTAL 10 30 20 60
O SOLD 12 20 13 45SONO 8 5 2 15TOTAL 20 25 15 60
U SUSI 1 3 6 10SULI 14 17 19 50TOTAL 15 20 25 60
TOTAL 80 135 85 300
AVERAGE BY BRAND 8 14 9 30AVERAGE BY FIRM 16 27 17 60
6/11/2012 Markstrat by StratX 5.1.0.7 - Copyright 2010 by StratX 19/28
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INDUSTRY I1SA - FIRM I ANNUAL REPORT PERIOD 1
6/11/2012 Markstrat by StratX 5.1.0.7 - Copyright 2010 by StratX 20/28
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INDUSTRY I1SA - FIRM I ANNUAL REPORT PERIOD 1
ADVERTISING EXPERIMENT - SONITE MARKET
EXPECTED RESULTS WITH INCREASED ADVERTISING BUDGET
SIRO SIBI
Change in awareness (%)
Buffs 2.0% 1.5%
Singles 1.5% 1.0%
Professionals 2.4% 2.0%
High earners 2.5% 1.9%
Others 1.3% 1.5%
Change in market share (%)
Buffs 0.2% 0.3%
Singles 0.7% 0.5%
Professionals 0.0% 0.1%
High earners 0.0% 0.0%
Others 1.5% 0.3%
Change in contribution after marketing (K$) 295 -4
Notes.
These results would have been achieved by a given brand if its advertising budget
had been increased by 20% and if competitive actions had remained unchanged.
SALES FORCE EXPERIMENT - SONITE MARKET
EXPECTED RESULTS WITH INCREASED SALES FORCE
SIRO SIBI
Change in number of distributors (U)
Specialty stores 2,549 3,000
Depart. stores 259 224
Mass Merchandis. 450 442
Change in market share (%)
Specialty stores 1.1% 1.7%
Depart. stores 0.2% 0.7%
Mass Merchandis. 0.4% 0.8%
Change in contribution after marketing (K$) 376 1,149
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.
6/11/2012 Markstrat by StratX 5.1.0.7 - Copyright 2010 by StratX 21/28
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INDUSTRY I1SA - FIRM I ANNUAL REPORT PERIOD 1
CONJOINT ANALYSIS - SONITE MARKET
CONJOINT ANALYSIS - RELATIVE IMPORTANCE OF CHARACTERISTICS
Segment Design Max Freq Power Price Total
Buffs 1.0% 9.9% 32.7% 56.4% 100.0%
Singles 0.3% 1.9% 24.0% 73.8% 100.0%
Pros 1.7% 3.1% 30.8% 64.4% 100.0%
HiEarners 7.3% 1.9% 39.1% 51.7% 100.0%
Others 8.6% 1.4% 30.1% 59.8% 100.0%
CONJOINT ANALYSIS - UTILITIES - SEGMENT BUFFS
Unit 1 2 3 4 Importance
Design Level Index 3 4 5 6 1.0%
Utility [0,1] 0.39 0.41 0.41 0.41Max Freq Level KHz 26 34 42 50 9.9%
Utility [0,1] 0.31 0.38 0.44 0.48
Power Level W 52 68 84 100 32.7%
Utility [0,1] 0.04 0.36 0.59 0.62
Price Level $ 216 295 374 453 56.4%
Utility [0,1] 0.24 1.00 0.37 0.00
6/11/2012 Markstrat by StratX 5.1.0.7 - Copyright 2010 by StratX 22/28
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INDUSTRY I1SA - FIRM I ANNUAL REPORT PERIOD 1
CONJOINT ANALYSIS - UTILITIES - SEGMENT SINGLES
Unit 1 2 3 4 Importance
Design Level Index 7 8 9 10 0.3%
Utility [0,1] 0.60 0.60 0.60 0.60
Max Freq Level KHz 18 26 34 42 1.9%
Utility [0,1] 0.58 0.61 0.61 0.60
Power Level W 31 47 63 79 24.0%
Utility [0,1] 0.43 0.72 0.76 0.50
Price Level $ 169 248 327 406 73.8%
Utility [0,1] 0.48 1.00 0.93 0.00
6/11/2012 Markstrat by StratX 5.1.0.7 - Copyright 2010 by StratX 23/28
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INDUSTRY I1SA - FIRM I ANNUAL REPORT PERIOD 1
CONJOINT ANALYSIS - UTILITIES - SEGMENT PROFESSIONALS
Unit 1 2 3 4 Importance
Design Level Index 7 8 9 10 1.7%
Utility [0,1] 0.41 0.43 0.44 0.43
Max Freq Level KHz 26 34 42 50 3.1%
Utility [0,1] 0.43 0.45 0.43 0.40
Power Level W 51 67 83 99 30.8%
Utility [0,1] 0.18 0.65 0.63 0.24
Price Level $ 335 414 493 572 64.4%
Utility [0,1] 0.00 1.00 0.52 0.18
6/11/2012 Markstrat by StratX 5.1.0.7 - Copyright 2010 by StratX 24/28
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INDUSTRY I1SA - FIRM I ANNUAL REPORT PERIOD 1
CONJOINT ANALYSIS - UTILITIES - SEGMENT HIGH EARNERS
Unit 1 2 3 4 Importance
Design Level Index 7 8 9 10 7.3%
Utility [0,1] 0.46 0.59 0.60 0.59
Max Freq Level KHz 19 27 35 43 1.9%
Utility [0,1] 0.56 0.57 0.57 0.54
Power Level W 40 56 72 88 39.1%
Utility [0,1] 0.17 0.83 0.92 0.31
Price Level $ 335 414 493 572 51.7%
Utility [0,1] 0.00 1.00 0.88 0.36
6/11/2012 Markstrat by StratX 5.1.0.7 - Copyright 2010 by StratX 25/28
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INDUSTRY I1SA - FIRM I ANNUAL REPORT PERIOD 1
CONJOINT ANALYSIS - UTILITIES - SEGMENT OTHERS
Unit 1 2 3 4 Importance
Design Level Index 5 6 7 8 8.6%
Utility [0,1] 0.61 0.73 0.75 0.73
Max Freq Level KHz 6 14 22 30 1.4%
Utility [0,1] 0.69 0.71 0.71 0.71
Power Level W 5 21 37 53 30.1%
Utility [0,1] 0.46 0.89 0.97 0.49
Price Level $ 101 180 259 338 59.8%
Utility [0,1] 0.96 1.00 0.85 0.00
6/11/2012 Markstrat by StratX 5.1.0.7 - Copyright 2010 by StratX 26/28
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INDUSTRY I1SA - FIRM I ANNUAL REPORT PERIOD 1
SEMANTIC SCALES - VODITE MARKET
SEMANTIC SCALES - IDEAL VALUES (1 TO 7)
Segment Autonomy Max Freq Diameter Design Weight Price
Innovs 4.60 4.90 3.78 3.40 4.23 6.10
Adopters 5.09 4.04 3.10 4.11 3.66 5.35
Followers 3.40 3.14 4.49 4.47 4.68 4.68
Importance of characteristic (1) 4 10 2 3 2 5
(1) On a scale from 1 to 10 - 1 = Not important - 10 = Very important
6/11/2012 Markstrat by StratX 5.1.0.7 - Copyright 2010 by StratX 27/28
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INDUSTRY I1SA - FIRM I ANNUAL REPORT PERIOD 1
MARKET FORECAST - VODITE MARKET
MARKET FORECAST - SEGMENT SIZES AND GROWTH RATES
Segment Innovs Adopters Followers Total
Segment sizes in KU
Actual size this period 0 0 0 0
Forecasted size at introduction period 80 40 13 133
Forecasted size 5 periods after intro. 150 231 299 680
Relative segment sizes in %
Actual size this period 0.0% 0.0% 0.0% 0.0%
Forecasted size at introduction period 60.2% 30.1% 9.8% 100.0%
Forecasted size 5 periods after intro. 22.1% 34.0% 44.0% 100.0%
Forecasted growth rates in %
Next period
Total over first five periods 87.7% 477.5% 2201.3% 411.5%
Average over first five periods 17.0% 55.0% 119.0% 50.4%