Company Dashboard – Firm MATRIX – Period 2
SPI
Page 1 sur 29
Revenues (M$)
Earning Before Taxes (M$)
Total Market Share (%U)
Total Market Share (%$)
Brand Revenues (M$)
Brand Contribution (M$)
Financial Report – Firm MATRIX – Period 2
The financial statements of firm MATRIX published for Period 2 have been prepared on December 31st, Period 2 in accordance with International Financial
Reporting Standards (IFRS), as adopted in the Markstrat world.
Company Profit & Loss Statement
The table below shows the evolution of firm MATRIX financial results in thousands of dollars, as well as the cumulative results since Period 0.
Period 2
Revenues
Cost of goods sold
Inventory costs
Contribution before marketing
Advertising expenditures
Commercial costs
Contribution after marketing
Market research studies
Research and development
Loan reimbursed
Loan received
Loan interests paid
Exceptional cost or profit
Earnings before taxes
66,069
­28,150
­3
37,915
­5,110
­2,514
30,291
­483
0
0
0
0
0
29,808
Period 1
50,443
­23,012
­9
27,422
­5,132
­1,514
20,777
­495
0
0
0
0
0
20,282
Period 0
Cumulative
43,225
­23,077
­14
20,134
­4,000
­1,224
14,910
­245
0
0
0
0
0
14,665
159,737
­74,239
­26
85,471
­14,242
­5,252
65,978
­1,223
0
0
0
0
0
64,755
Your budget limit of $8,100k was overspent by $137k. Your marketing expenditures were arbitrarily reduced as follows: (1) advertising expenditures reduced by $137k across all
brands; (2) R&D expenditures reduced by $0k across all projects.
Brand contribution
The table below shows a comparison of the net contribution generated by the brands marketed by firm MATRIX in Period 2.
MOST
MOVE
Sonites
Sonites
26,552
­9,518
­3
0
17,031
­1,933
­105
­1,210
13,783
Revenues
Cost of goods sold
Inventory holding cost
Inventory disposal loss
Contribution before marketing
Advertising media
Advertising research
Commercial costs
Contribution after marketing
Revenues
Note: brands with low revenues or contribution (< 5% total) are not shown on this chart
Page 2 sur 29
39,517
­18,633
0
0
20,884
­2,912
­160
­1,304
16,508
Contribution after Marketing
Marketing results
The section below provides key marketing results for each of your marketed brands
Market Shares
Volume Market Share
Value Market Share
MOST
MOVE
Sonites
Sonites
11.5 %
7.6 %
12.7 %
11.6 %
Volume sold
The table below provides the volume sold for each of your marketed brands in each of the three distribution channels. Sales are given in thousands of units.
Specialty stores
Mass Merch.
Online Stores
MOST
MOVE
Sonites
Sonites
41
107
21
80
72
35
Distribution Coverage
The distribution coverage figures in the chart and table below represent the proportion of distributors who carry a given product. The report gives the information
for each brand currently on the market. The number of distributors in each distribution channel is provided as well.
Specialty stores
Mass Merch.
Online Stores
Number of distributors
MOST
MOVE
Sonites
Sonites
36 %
52 %
49 %
40 %
46 %
57 %
Specialty stores
Mass Merch.
Online Stores
9,777
6,166
1,027
Brand prices
The table below shows the prices in $ of your marketed brands. The Recommended Retail Price is the price that you specified in your marketing mix decisions. The
Average Retail Price is the average end­user price, taking into account the discount offered by distributors. Finally, the Average Selling Price is equal to the
Average Retail Price minus the distribution margins.
Recommended Retail Price
Average Retail Price
Average Selling Price
Page 3 sur 29
MOST
MOVE
Sonites
Sonites
$ 250
$ 233
$ 157
$ 339
$ 323
$ 211
Production Report – Firm MATRIX – Period 2
The report below provides with information on production levels and production costs for each of the brands marketed in Period 2.
Sales, Production and Inventory
The chart below shows the units sold , the production level and inventory level for each of your brands at the end of Period 2.All numbers are given in thousands
of units.
Despite all the efforts made by the Production department, they were not able to fullfill all the orders for MOVE this period. As a consequence, some potential sales of MOVE
have been lost.
The table below provides you with additional details such as planned production versus the actual one, and the inventory levels at the beginning and at the end of
Period 2.All numbers are given in thousands of units.
Units sold
Production Plan (your decision)
Production
Inventory at beginning of period
Inventory at end of period
MOST
MOVE
Sonites
Sonites
169
170
170
0
1
187
155
186
1
0
Unit Cost, COGS and Inventory Holding Cost
The table below shows the unit transfer cost for each of yourmarketed brands. The “current“ unit cost is the cost of the most recently produced units, while the
“average” unit cost takes into account the units that were in your inventory at the beginning of the period. Unit transfer costs are given in $; units sold in
thousands of units.
COGS (Cost of Goods Sold) are equal to “Units sold” x “Average unit transfer cost”. COGS are given in thousands of $. Finally, this table shows the costs incurred
for holding your inventory(storage cost, cost of capital, …). Inventory holding cost is equal to: “Units in inventory” x “Average unit transfer cost” x 8%. It is given in
thousands of $.
Current unit transfer cost
Average unit transfer cost
Units sold
COGS
Inventory at end of period
Inventory holding cost
Page 4 sur 29
MOST
MOVE
Sonites
Sonites
56
56
169
9,518
1
3
100
100
187
18,633
0
0
R&D Report – Firm MATRIX – Sonites Market – Period 2
This report provides information on the activities conducted for your division by the R&D department during Period 2.
Projects completed in Period 2
No projects have been completed in Period 2.
Projects completed in past periods
The projects listed below have been completed in past periods. The ones at the top are currently used as the production platform of one or several of your
marketed brands. The ones in italic, if any, are either no longer used or have never been used to produce a brand.
Available
Since
Features (1)
Period 0
Period 0
13
11
POMOST
POMOVE
Physical Characteristics
Design (2)
Battery (3) Display (4) Power (5)
5
6
42
51
12
24
10
35
Base Cost in $
Current
Minimum
82
142
49
90
Cumulative
Budget (K$)
Platform of
Brand
1,500
2,000
MOST
MOVE
(1) Features (Number of): From 5 To 20. (2) Design (Index): From 3 To 10. (3) Battery (Hour): From 24 To 96. (4) Display (Inch): From 4 To 40. (5) Power (Gflops): From 5 To 100.
Projects partially developed in Period 2
You have no partially completed projects.
Shelved projects
You have no shelved projects.
Page 5 sur 29
Decision Review – Firm MATRIX – Sonites Market – Period 2
This report provides a review of the decisions made by firm MATRIX at the beginning of Period 2.
Resource Allocation Overview
The three charts below show how resources have been allocated across markets, functions and brands. All numbers are given in thousands of dollars.
Resource Allocation by Market
Resource Allocation by Function – Sonites Brands
Resource Allocation by Brand
Brand Portfolio
Portfolio operation
Base project past period
Base project this period
MOST
MOVE
Maintained
POMOST
POMOST
Maintained
POMOVE
POMOVE
MOST
170,000
250
1,985
105
MOVE
155,000
339
2,990
160
MOST
MOVE
10 %
70 %
15 %
5%
Marketing Mix
Production planning (in units)
Recommended retail price (in $)
Advertising media (in K$)
Advertising research (in K$)
Segmentation Strategy
Explorers
Shoppers
Professionals
High Earners
Savers
15 %
85 %
Perceptual Objectives
Dimension 1
Position 1
Dimension 2
Position 2
Page 6 sur 29
MOST
MOVE
Economy
13
Performance
­12
Performance
­1
Economy
4
Commercial Team Size
The table below shows the number of commercial people allocated to each brand in each channel during Period 2.
Specialty stores
Mass Merch.
Online Stores
TOTAL
MOST
15
24
15
54
MOVE
16
18
24
58
The two charts below show how your commercial team is allocated across channels and brands. All numbers are given in number of salespeople.
Market Research Studies – Sonites Market
The table below lists the market research studies purchased by firm MATRIX in Period 2, as well as the cost in dollars.
Purchased Studies
Cost in $
Industry benchmarking
Consumer survey
Consumer panel
Distribution panel
Semantic scales
Multidimensional scaling
Market forecast
Competitive advertising
Competitive commercial team
Advertising experiment
Commercial team experiment
Conjoint
TOTAL
31,750
63,750
106,000
63,750
10,500
37,250
21,250
31,750
16,000
26,500
37,250
37,250
483,000
Page 7 sur 29
Industry Dashboard – Firm MATRIX – Period 2
Stock Market 2
NINJAH
LAULE
MATRIX
Rocket
TRUIE
SHABBAT
Share Price Index Evolution
SPI
REV
NC
Cum. NC
1,677
1,617
1,343
1,257
1,078
899
70
68
66
55
43
35
32
30
30
22
15
13
64
59
65
48
38
42
SPI: Share Price Index. Rev.: Revenues (million $). NC: Net Contribution (million $). Cum.
NC: Cumulative NC (million $).
in million $
Page 8 sur 29
Industry Retail Sales
Industry Volume
Value Market Shares
Unit Market Shares
Top Selling Brands – Retail Sales
Top Selling Brands – Volume
in thousands of units
Industry Information – Period 2
This report provides economic and costing data for the current period as well as estimates for the next period.
Economic Variables
Current Period Value
GNP Growth Rate
Inflation Rate
Inventory holding cost per annum
Loss incurred for inventory disposal
Commercial people operating cost
Commercial people hiring and training cost
Commercial people firing cost
%
%
% Transfer Cost
% Transfer Cost
$
$
$
Next Period Estimation
3%
2%
8%
20 %
21,224
3,184
5,306
3%
2%
8%
20 %
21,649
3,247
5,412
Market Research Costs
All Markets
Industry benchmarking
Competitive advertising
Competitive commercial team
Conjoint
Consumer panel
Consumer survey
Distribution panel
Advertising experiment
Commercial team experiment
Market forecast
Multidimensional scaling
Semantic scales
TOTAL
(all numbers in $)
Page 9 sur 29
Sonites
Vodites
32,500
32,500
32,500
16,250
38,000
108,250
65,000
65,000
27,000
38,000
21,750
38,000
10,750
460,500
32,500
16,250
38,000
75,750
43,250
54,000
27,000
38,000
21,750
38,000
10,750
395,250
Market Report – Sonites Market – Period 2
This report provides general information on the 12 Sonites brands marketed in Period 2.
Brand Retail Sales & Volume
The two tables below show the marketed brand retail sales (in thousands of $) and the volume (in thousands of units) , sorted in decreasing order. Shares of
market in value and in unit are also provided
Brand
Value Share
Retail Sales
Variation
Brand
Unit Share
Volume
Variation
ROCK
LOOP
MOVE
NOVA
TONE
NOON
MOST
LOCK
SOLO
SOFT
TOPS
ROLL
TOTAL
15.3 %
14.0 %
11.6 %
11.4 %
10.2 %
9.4 %
7.6 %
6.2 %
6.0 %
4.4 %
2.6 %
1.3 %
100.0 %
79,882
73,491
60,317
59,429
53,497
48,920
39,388
32,132
31,440
22,479
13,514
7,010
521,499
27,517
15,563
19,443
15,929
13,571
10,514
3,822
10,770
­5,862
­1,765
­6,161
­19,901
83,440
MOVE
ROCK
MOST
NOON
LOOP
LOCK
SOFT
NOVA
TONE
SOLO
TOPS
ROLL
TOTAL
­
12.7 %
12.0 %
11.5 %
10.7 %
10.3 %
9.4 %
7.8 %
7.6 %
7.5 %
6.8 %
2.7 %
1.0 %
100.0 %
187
176
169
157
151
138
115
112
110
100
39
14
1,470
61
72
25
40
34
47
­9
30
34
­18
­14
­41
261
­
Brand Characteristics
The table below lists the physical attributes of marketed brands, as well as their price and estimated unit cost, both in $.
Brand
LOCK
LOOP
MOST
MOVE
NOON
NOVA
ROCK
ROLL
SOFT
SOLO
TONE
TOPS
Launched in
Period 0
Period 0
Period 0
Period 0
Period 0
Period 0
Period 0
Period 0
Period 0
Period 0
Period 0
Period 0
Features (1)
10
17
13
11
13
20
14
13
7
7
14
11
Design (2)
4
5
5
6
8
8
6
4
4
5
5
3
Battery (3)
38
87
42
51
51
92
42
60
38
47
51
29
Display (4)
16
32
12
24
20
22
36
36
8
24
24
38
Power (5)
17
80
10
35
30
38
75
90
17
30
75
88
Price
250
500
250
339
325
550
469
499
210
330
500
350
Base Cost ($)
73
203
80
139
130
162
181
209
69
115
149
174
Base Cost (%Price)
29 %
41 %
32 %
41 %
40 %
29 %
39 %
42 %
33 %
35 %
30 %
50 %
(1) Features (Number of): From 5 To 20. (2) Design (Index): From 3 To 10. (3) Battery (Hour): From 24 To 96. (4) Display (Inch): From 4 To 40. (5) Power (Gflops): From 5 To 100.
Page 10 sur 29
Industry Benchmarking – Period 2
The benchmarking study compiles general information from annual reports about each of the Markstrat competitors. Data is provided in a common format for all
companies to allow an easy comparison of competitive performance.
Overall Company Performances and Expenditures
The two charts below show the overall performances of the competing firms in term of revenues and profits, in million $, as well as their expenditures in the main
cost categories in million $.
Company Profit & Loss Statements
The table below provides an estimated P&L statement of the competing firms, in the same format as the one in your financial statements. All numbers are given
in million $.
Revenues
Cost of goods sold
Inventory costs
Contribution before marketing
Advertising expenditures
Commercial team costs
Contribution after marketing
Market research studies
Research and development
Interests paid
Exceptional cost or profit
Earnings before taxes
Next Period Budget
Page 11 sur 29
LAULE
MATRIX
NINJAH
Rocket
SHABBAT
TRUIE
68.2
­30.5
0
37.7
­5.4
­1.5
30.8
­0.4
0
0
0
30.4
12.2
66.1
­28.2
0
37.9
­5.1
­2.5
30.3
­0.5
0
0
0
29.8
11.9
69.9
­29.7
0
40.2
­4.2
­2
34.1
­0.3
­1.6
0
0
32.1
12.9
55.4
­26.5
0
28.9
­3.7
­1.2
23.9
­0.5
­1.9
0
0
21.6
8.6
35.5
­14.6
­0.1
20.7
­4
­1.5
15.2
­0.5
­1.3
0
0
13.4
7.4
42.7
­19.8
­0.1
22.8
­3.5
­1.3
17.9
­0.5
­2
0
0
15.5
7.4
Consumer Survey – Sonites Market – Period 2
This survey questionnaire has been administered to 3,000 individuals during Period 2. It gives brand awareness, purchase intentions and shopping habit data for
each consumer segment in the Sonites market
Brand Awareness
The brand awareness figures in the chart and table below represent the proportion of individuals who have unaided recall of a brand name. The report gives the
information for each brand currently on the market, in total and by consumer segment.
Average Brand Awareness (in %)
Brand Awareness by Consumer Segment
Brand
Firm
Explorers
Shoppers
Professionals
High Earners
Savers
LOCK
LOOP
MOST
MOVE
NOON
NOVA
ROCK
ROLL
SOFT
SOLO
TONE
TOPS
LAULE
LAULE
MATRIX
MATRIX
NINJAH
NINJAH
Rocket
Rocket
SHABBAT
SHABBAT
TRUIE
TRUIE
37 %
69 %
49 %
64 %
59 %
51 %
61 %
55 %
50 %
63 %
63 %
49 %
46 %
60 %
64 %
80 %
70 %
55 %
54 %
49 %
66 %
77 %
48 %
39 %
41 %
79 %
43 %
67 %
69 %
70 %
79 %
51 %
44 %
55 %
70 %
51 %
39 %
77 %
42 %
61 %
57 %
74 %
78 %
48 %
43 %
54 %
71 %
42 %
54 %
41 %
70 %
42 %
43 %
38 %
40 %
28 %
72 %
48 %
36 %
29 %
Page 12 sur 29
Purchase Intentions
The purchase intentions figures in the chart and table below represent the proportion of individuals who would select a brand as their first choice, if they were
buying within a year. The report gives the information for each brand currently on the market, in total and by consumer segment. Please note that these figures
correspond to the situation of the period when the study is done and does not necessarily represent purchase intentions for the following year.
Average Purchase Intentions
Purchase Intentions by Consumer Segment
Brand
Firm
Explorers
Shoppers
Professionals
High Earners
Savers
LOCK
LOOP
MOST
MOVE
NOON
NOVA
ROCK
ROLL
SOFT
SOLO
TONE
TOPS
TOTAL
LAULE
LAULE
MATRIX
MATRIX
NINJAH
NINJAH
Rocket
Rocket
SHABBAT
SHABBAT
TRUIE
TRUIE
­
2.2 %
13.9 %
2.4 %
10.1 %
6.7 %
3.7 %
13.9 %
7.4 %
2.6 %
8.2 %
10.8 %
18.2 %
100 %
3.1 %
2.2 %
3.5 %
36.2 %
27.1 %
1.8 %
2.1 %
1.1 %
3.4 %
16.3 %
1.9 %
1.3 %
100 %
1.0 %
27.7 %
1.0 %
4.6 %
4.5 %
7.9 %
26.2 %
5.5 %
0.9 %
3.0 %
12.8 %
4.8 %
100 %
1.1 %
17.9 %
1.1 %
5.0 %
4.9 %
26.5 %
17.1 %
4.1 %
1.1 %
3.6 %
14.7 %
2.9 %
100 %
28.0 %
0.6 %
30.1 %
4.4 %
6.0 %
0.6 %
0.6 %
0.3 %
22.9 %
5.5 %
0.6 %
0.4 %
100 %
Shopping Habits
The shopping habit data in the chart below represent, for each channel, the proportion of individuals who would choose that channel when shopping for a
Sonites.
Page 13 sur 29
Consumer Panel – Sonites Market – Period 2
The consumer panel study shown below is based on a sample group of over 500 consumers whose buying behavior is believed to be representative of the entire
Sonites market. It provides market shares by consumer segment as well as industry sales in this product category
Market Shares (Based on units sold)
The market shares figures in the chart and table below represent the proportion of individuals who have purchased a given brand during Period 2. The report
gives the information for each brand currently on the market, in total and by consumer segment
Total Market Shares (%Unit)
Market Shares by Consumer Segment (%Unit)
Brand
Firm
Explorers
Shoppers
Professionals
High Earners
Savers
LOCK
LOOP
MOST
MOVE
NOON
NOVA
ROCK
ROLL
SOFT
SOLO
TONE
TOPS
TOTAL
LAULE
LAULE
MATRIX
MATRIX
NINJAH
NINJAH
Rocket
Rocket
SHABBAT
SHABBAT
TRUIE
TRUIE
­
2.0 %
15.2 %
2.6 %
11.4 %
8.4 %
4.5 %
17.8 %
2.6 %
2.2 %
8.1 %
12.8 %
12.3 %
100 %
2.9 %
1.9 %
3.8 %
37.9 %
28.4 %
1.8 %
2.3 %
0.3 %
3.1 %
15.0 %
1.9 %
0.7 %
100 %
0.9 %
26.8 %
1.1 %
5.0 %
5.1 %
8.7 %
30.5 %
1.7 %
0.7 %
2.7 %
13.9 %
2.8 %
100 %
1.0 %
16.5 %
1.2 %
5.4 %
5.4 %
28.2 %
19.6 %
1.3 %
1.0 %
3.3 %
15.6 %
1.6 %
100 %
27.3 %
0.5 %
33.2 %
4.5 %
5.7 %
0.5 %
0.6 %
0.1 %
21.9 %
5.0 %
0.6 %
0.2 %
100 %
Industry Volume (based on units sold)
The charts below give the unit product category sales by consumer segment and in total. The relative sizes of the 5 consumer segments are provided as well.
Unit Sales by Consumer Segment in thousands of units
Page 14 sur 29
Relative Consumer Segment Sizes
Distribution Panel – Sonites Market – Period 2
The distribution panel provides continuous tracking of product sales to consumers, based on information gathered at the retail point­of­sale. Information is
primarily gathered from scanning cash­registers with supplementary store audits. Our read represents sales in about 35,000 retail outlets in the Markstrat world.
This report gives market shares and coverage data, by distribution channel.
Sales and Market Shares by Channel
The table and charts below provide the market shares, based on unit sold, by channel for each brand currently on the market. They also give the unit product
category sales by channel and in total. The relative sizes of the channel are provided as well.
Market Shares by Channel (%Unit)
Brand
LOCK
LOOP
MOST
MOVE
NOON
NOVA
ROCK
ROLL
SOFT
SOLO
TONE
TOPS
TOTAL
Firm
LAULE
LAULE
MATRIX
MATRIX
NINJAH
NINJAH
Rocket
Rocket
SHABBAT
SHABBAT
TRUIE
TRUIE
­
Specialty stores
5%
14 %
6%
12 %
11 %
9%
16 %
1%
5%
7%
9%
4%
100 %
Unit Sales by Channel in thousands of units
Page 15 sur 29
Mass Merch.
16 %
5%
19 %
13 %
9%
5%
7%
1%
14 %
8%
4%
1%
100 %
Online Stores
6%
13 %
10 %
16 %
12 %
11 %
14 %
1%
2%
3%
11 %
3%
100 %
Relative Channel Sizes (%Units Sold)
Distribution Coverage
The distribution coverage figures in the chart and table below represent the proportion of stores who carry a given brand. The report gives the information for
each brand currently on the market. The number of outlets in each distribution channel is provided as well.
Distribution Coverage by Channel (%Stores)
Brand
Firm
Specialty stores
Mass Merch.
Online Stores
LOCK
LOOP
MOST
MOVE
NOON
NOVA
ROCK
ROLL
SOFT
SOLO
TONE
TOPS
LAULE
LAULE
MATRIX
MATRIX
NINJAH
NINJAH
Rocket
Rocket
SHABBAT
SHABBAT
TRUIE
TRUIE
32 %
46 %
36 %
40 %
47 %
47 %
48 %
16 %
33 %
40 %
44 %
26 %
48 %
29 %
52 %
46 %
35 %
34 %
44 %
14 %
50 %
44 %
36 %
14 %
29 %
35 %
49 %
57 %
47 %
48 %
37 %
12 %
11 %
12 %
49 %
21 %
Number of outlets in each Channel
Page 16 sur 29
Relative Channel Sizes (%Outlet)
Semantic Scales – Sonites Market – Period 2
The semantic scales study provides data based on a semantic differential questionnaire administered to 600 individuals. Several semantic scales corresponding to
the Sonites physical attributes were presented to the respondents. The figure below shows a sample scale for Power.
Several crucial information are derived from these questionnaires: brand perceptions, ideal value along each scale, ideal value evolution, brand maps.
Brand perceptions
Respondents are asked to rate each brand according to the way they perceive the brand on each characteristic. The reported results are summarized in the table
below, using the mean value for each brand.
Brand
Firm
Features
Design
Battery
Display
Power
Price
LOCK
LOOP
MOST
MOVE
NOON
NOVA
ROCK
ROLL
SOFT
SOLO
TONE
TOPS
LAULE
LAULE
MATRIX
MATRIX
NINJAH
NINJAH
Rocket
Rocket
SHABBAT
SHABBAT
TRUIE
TRUIE
2.9
5.9
4.3
3.3
4.3
6.5
4.8
4.3
1.8
1.8
4.7
3.3
2.0
2.6
2.3
3.2
5.7
5.7
3.6
1.6
1.9
2.6
2.4
1.5
2.2
6.4
2.4
3.1
3.1
6.5
2.5
4.0
2.2
2.9
3.1
1.5
2.9
5.8
2.3
4.5
3.7
4.1
6.4
6.4
1.7
4.5
4.4
6.5
1.7
5.8
1.5
3.0
2.6
3.3
5.5
6.4
1.8
2.6
5.5
6.3
2.4
5.8
2.2
3.6
3.5
6.4
5.7
6.2
2.2
3.6
5.8
5.0
Ideal Values
Respondents are also asked to indicate their preferred (also called “Ideal”) value on each scale. The reported results are summarized in the table below, using the
mean value for each segment.
Segment
Explorers
High Earners
Professionals
Savers
Shoppers
Features
4.6
3.3
5.3
2.6
1.9
Design
2.0
6.2
5.7
3.9
5.2
Battery
5.8
3.5
5.0
1.8
3.0
Display
5.9
4.4
5.6
2.8
4.2
Power
6.2
4.6
5.5
2.3
3.9
Price
3.7
5.5
5.1
2.1
3.2
Importance of characteristics
Finally, respondents are asked to rate the importance of each characteristic in their purchasing decision. Although consumer segments differ on the exact
importance ratings attributed to the characteristics, they tend to agree on the ranking of the scales, i.e. their “relative” importance. This is why only average value
are reported on the chart below. Ratings are given on a scale from 1 (not important) to 10 (very important).
Page 17 sur 29
Brand Maps
Maps representing consumers’ perceptions based on the semantic scales can be obtained for each pair of attributes. Five maps are provided below. We invite you
to export data into Excel and draw additional maps if needed
Page 18 sur 29
Page 19 sur 29
Ideal Value Evolution
This study monitors the evolution of consumer needs over time. The preferred values on each scale over the past 3 years are recorded in the table below, for each
consumer segment.
Segment
Explorers
Explorers
Explorers
Explorers
Explorers
Explorers
Explorers
High Earners
High Earners
High Earners
High Earners
High Earners
High Earners
High Earners
Professionals
Professionals
Professionals
Professionals
Professionals
Professionals
Professionals
Savers
Savers
Savers
Savers
Savers
Savers
Savers
Shoppers
Shoppers
Shoppers
Shoppers
Shoppers
Shoppers
Shoppers
Period
Period 0
Period 1
Period 2
Period 3
Period 4
Period 5
Period 6
Period 0
Period 1
Period 2
Period 3
Period 4
Period 5
Period 6
Period 0
Period 1
Period 2
Period 3
Period 4
Period 5
Period 6
Period 0
Period 1
Period 2
Period 3
Period 4
Period 5
Period 6
Period 0
Period 1
Period 2
Period 3
Period 4
Period 5
Period 6
Features
4.7
4.7
4.6
4.5
4.4
4.3
4.3
3.3
3.3
3.3
3.3
3.3
3.3
3.3
5.8
5.5
5.3
5.0
4.8
4.7
4.6
2.5
2.5
2.6
2.6
2.7
2.7
2.8
1.8
1.8
1.9
2.0
2.0
2.1
2.3
Design
1.7
1.8
2.0
2.2
2.5
2.8
3.1
6.3
6.3
6.2
6.2
6.2
6.1
6.1
5.8
5.7
5.7
5.6
5.5
5.5
5.5
3.9
3.9
3.9
3.9
3.9
4.0
4.1
5.2
5.2
5.2
5.1
5.1
5.1
5.1
Battery
6.2
6.0
5.8
5.7
5.5
5.4
5.2
3.6
3.5
3.5
3.5
3.5
3.4
3.3
5.1
5.0
5.0
4.9
4.9
4.8
4.8
1.7
1.8
1.8
1.8
1.8
1.9
2.0
3.0
3.0
3.0
3.0
2.9
2.9
2.9
Online Tool ­ Additional Charts
The most important charts and graph of the Semantic Scales study are given in the above report.
An online tool provides additional charts that will allow you to:
­ Monitor the evolution of ideal values in a visual way
­ Design Powerful R&D projects as described in section VI.3.A of the Markstrat Handbook
Access Additional Charts
Page 20 sur 29
Display
6.1
6.0
5.9
5.8
5.7
5.7
5.7
4.8
4.6
4.4
4.2
4.0
3.9
3.8
5.4
5.5
5.6
5.7
5.7
5.8
5.9
2.4
2.6
2.8
2.9
3.1
3.2
3.3
3.9
4.1
4.2
4.3
4.4
4.6
4.7
Power
6.4
6.3
6.2
6.1
5.9
5.8
5.7
4.8
4.7
4.6
4.4
4.3
4.2
4.1
5.1
5.3
5.5
5.7
5.8
5.9
5.9
2.2
2.2
2.3
2.3
2.3
2.4
2.5
3.6
3.7
3.9
4.0
4.2
4.2
4.3
Price
3.4
3.6
3.7
3.8
3.9
4.0
4.3
5.6
5.6
5.5
5.5
5.5
5.5
5.4
4.7
4.9
5.1
5.4
5.6
5.7
5.9
2.2
2.1
2.1
2.1
2.1
2.1
2.1
3.3
3.3
3.2
3.2
3.2
3.1
3.0
Multidimensional Scaling of Brand Similarities & Preferences – Sonites Market – Period 2
This study provides a joint space configuration obtained with non­metric multidimensional scaling. It relies on similarity and preference data on the complete set
of brands available in the market. These data were obtained through interviews with 200 individuals.
Perceptual Map
The study provides a graphical representation of the perceptual positioning of Sonites brands and consumer segments’ ideal points. Three dimensions,
interpreted as Economy, Performance, Convenience were sufficient to provide a good fit to the data. The two perceptual maps are given below.
Perceptual Map – Economy X Performance
Perceptual Map – Economy X Convenience
Page 21 sur 29
Brand Perceptions
The table below gives the coordinates of the brand positions on the perceptual map, on a scale from ­20 to +20.
Brand
LOCK
LOOP
MOST
MOVE
NOON
NOVA
ROCK
ROLL
SOFT
SOLO
TONE
TOPS
Firm
LAULE
LAULE
MATRIX
MATRIX
NINJAH
NINJAH
Rocket
Rocket
SHABBAT
SHABBAT
TRUIE
TRUIE
Economy
11
­12
12
3
3
­16
­11
­15
12
3
­12
­7
Performance
­13
12
­16
­4
­7
­3
12
16
­15
­6
8
16
Convenience
­12
­2
­10
­5
7
13
­4
­11
­14
­10
­8
­17
Ideal Values
The table below gives the coordinates of the brand positions on the perceptual map, on a scale from ­20 to +20.
Segment
Economy
Performance
Convenience
Explorers
High Earners
Professionals
Savers
Shoppers
2
­10
­8
13
5
14
3
10
­11
0
­7
9
10
­4
3
Ideal Value Evolution
This study monitors the evolution of consumer needs over time. The preferred values on each perceptual map dimension over the past 3 years are recorded in the
table below, for each consumer segment.
Segment
Period
Economy
Performance
Convenience
Explorers
Explorers
Explorers
Explorers
Explorers
Explorers
Explorers
High Earners
High Earners
High Earners
High Earners
High Earners
High Earners
High Earners
Professionals
Professionals
Professionals
Professionals
Professionals
Professionals
Professionals
Savers
Savers
Savers
Savers
Savers
Savers
Savers
Shoppers
Shoppers
Shoppers
Shoppers
Shoppers
Shoppers
Shoppers
Period 0
Period 1
Period 2
Period 3
Period 4
Period 5
Period 6
Period 0
Period 1
Period 2
Period 3
Period 4
Period 5
Period 6
Period 0
Period 1
Period 2
Period 3
Period 4
Period 5
Period 6
Period 0
Period 1
Period 2
Period 3
Period 4
Period 5
Period 6
Period 0
Period 1
Period 2
Period 3
Period 4
Period 5
Period 6
4
3
2
1
1
0
­2
­11
­11
­10
­10
­10
­10
­9
­5
­6
­8
­9
­10
­12
­12
12
12
13
13
13
13
13
5
5
5
5
6
6
7
15
15
14
13
13
12
12
5
5
3
2
1
1
0
8
9
10
11
12
12
13
­12
­11
­11
­10
­10
­9
­8
­2
­1
0
1
2
2
3
­7
­7
­7
­6
­5
­4
­3
10
9
9
9
9
9
8
11
11
10
10
9
9
9
­5
­4
­4
­4
­4
­4
­3
3
3
3
3
2
2
2
Page 22 sur 29
Influence of Product Characteristics on Perceptual Dimensions
An indication of the influence of product characteristics on perceptual dimensions is provided in the table below to help you interpret the dimension that were
derived from the study.
Dimension
Economy
Performance
Convenience
Features
None
None
Moderate
Design
None
None
Strong
Battery
None
None
Moderate
Online Tool - Additional Charts
The most important charts and graph of the Semantic Scales study are given in the above report.
An online tool provides additional charts that will allow you to:
­ Monitor the evolution of ideal values in a visual way
­ Design Powerful R&D projects as described in section VI.3.B of the Markstrat Handbook
Access Additional Charts
Page 23 sur 29
Display
None
Strong
None
Power
Slight
Very Strong
None
Price
Strong
None
None
Competitive Intelligence – Sonites Market – Period 2
This two studies provide estimates of the advertising and commercial team budgets spent by the 6 companies in the Sonites market during Period 2.
Competitive Advertising Estimates
Estimates of competitive advertising budgets are given by firm, by brand and by consumer segments. The breakdown by brand and consumer segment is also
provided. All brands marketed in the current period are included in the study.
Estimated Total Advertising Expenditures (in million dollars) – By Firm and by Consumer Segment
Estimated Brand Advertising Expenditures (in thousand dollars) – Total and by Consumer Segment
Brand
Explorers
Shoppers
Professionals
High Earners
Savers
TOTAL
LOCK
LOOP
MOST
MOVE
NOON
NOVA
ROCK
ROLL
SOFT
SOLO
TONE
TOPS
TOTAL
230
580
160
420
210
210
340
70
180
290
510
360
3,560
400
370
370
1,480
740
310
340
70
410
1,060
230
260
6,040
230
1,050
160
530
640
530
1,270
10
180
180
790
210
5,780
230
950
160
370
320
890
1,380
10
180
180
790
160
5,620
1,150
310
1,160
260
210
210
340
10
1,060
290
230
100
5,330
2,240
3,260
2,010
3,060
2,120
2,150
3,670
170
2,010
2,000
2,550
1,090
26,330
Estimated Communication Dimensions and Message Quality
The table below provides an estimate of the dimensions that have been used in brand communication, as well as an estimate of the message quality. Higher
message qualities are obtained with higher advertising research budgets.
Brand
Firm
Communication Dimensions
Message Quality
LOCK
LOOP
MOST
MOVE
NOON
NOVA
ROCK
ROLL
SOFT
SOLO
TONE
TOPS
LAULE
LAULE
MATRIX
MATRIX
NINJAH
NINJAH
Rocket
Rocket
SHABBAT
SHABBAT
TRUIE
TRUIE
Convenience & Economy
Convenience & Economy
Economy & Performance
Performance & Economy
Economy & Performance
Economy & Performance
Convenience & Economy
Excellent
Poor
Poor
Average
Poor
Poor
Excellent
Poor
Excellent
Excellent
Excellent
Poor
Page 24 sur 29
Convenience & Performance
Performance & Convenience
Economy & Convenience
Economy & Convenience
Competitive Commercial Team Size Estimates
Estimates of competitive commercial team size are given by firm, by brand and by distribution channel. The breakdown by brand and channel is also provided. All
brands marketed in the current period are included in the study.
Estimated Commercial Team Size (in full­time equivalent) – By Firm and by Distribution Channel
Estimated Brand Commercial Team Sizes (in commercial people equivalent) – Total and by Distribution Channel
Brand
Specialty stores
Mass Merch.
Online Stores
TOTAL
LOCK
LOOP
MOST
MOVE
NOON
NOVA
ROCK
ROLL
SOFT
SOLO
TONE
TOPS
TOTAL
12
20
15
16
23
23
22
3
13
17
20
8
192
19
8
24
18
11
11
17
2
21
17
13
3
164
5
6
15
24
12
12
7
1
1
1
13
3
100
36
34
54
58
46
46
46
6
35
35
46
14
456
Page 25 sur 29
Advertising and Commercial Team Experiment – Sonites Market – Period 2
This study provides the results of the advertising and commercial team experiments that were been conducted in a selected regional test market on Sonites
brands during Period 2.
Advertising Experiment
This experiment is conducted by increasing advertising budgets in a selected regional market. The results of the study are used to project the level of awareness
and the market share that would have been achieved nationwide by each brand with the same increase in advertising, and if competitive actions have remained
unchanged. The impact on brand contribution is provided as well.
The results below would have been achieved by a given brand if its advertising budget had been increased by 20% and if competitive actions had remained
unchanged.
Expected Change in Contribution (in K$)
Expected Change in Brand Awareness
Brand
MOST
MOVE
Explorers
0.9 %
1.3 %
Expected Change in unit Market Share (%U)
Shoppers Professionals High Earners
0.9 %
1.2 %
1.1 %
1.1 %
1.5 %
1.1 %
Savers
1.4 %
0.8 %
Brand
MOST
MOVE
Explorers
0.1 %
0.2 %
Shoppers Professionals High Earners
0.2 %
0.0 %
0.0 %
1.2 %
­0.1 %
­0.2 %
Savers
2.1 %
­0.3 %
Commercial Team Experiment
This experiment is set up by increasing the number of commercial people per channel in a selected regional market. The results of the study are used to project
the additional number of distributors and the market share that would have been achieved nationwide by each brand with the same increase in commercial team
and if competitive actions have remained unchanged. The impact on brand contribution is provided as well.
The results below would have been achieved if the number of salespeople had been increased by 10 in each channel and if competitive actions had remained
unchanged.
Expected Change in Contribution (in K$)
Expected Change in Number of Distributors
Expected Change in unit Market Share (%U)
Brand
Specialty stores
Mass Merch.
Online Stores
Brand
Specialty stores
Mass Merch.
Online Stores
MOST
MOVE
393
405
134
161
18
10
MOST
MOVE
0.6 %
0.3 %
0.8 %
0.0 %
0.6 %
0.0 %
Page 26 sur 29
Market Forecast – Sonites Market – Period 2
This study provides estimates of the expected market size in one period and in five periods. Results are given for the whole market and are also broken down by
consumer segment.
Total Market Size
The charts below show the actual market size this period and the expected market size in one and five periods. Market growth rates are reported as well. Market
sizes are given in thousands of units.
Market Size (in thousands of units)
Market Growth rates (in %)
Market Size by Consumer Segment
The charts below show the actual market size this period and the expected market size in one and five periods. Results are broken down by segment. Relative
segment size , in % of the total market size, and segment growth rates are reported as well. Sizes are given in thousands of units.
Market size broken down by consumer segment (in thousands of units)
Consumer Segment Growth Rates (in % units)
Relative Consumer Segment Sizes (in % of total market size)
Current Period
Page 27 sur 29
In Five Periods
Conjoint Analysis – Sonites Market – Period 2
This study provides enables firms to estimate the relative importance of the price and physical characteristics of a product category. Only the three characteristics
that are perceived as most important are included in the study. The study also provides the utility attached by consumers to varying levels of price and
characteristics. Results are broken down by consumer segment.
Relative importance of price and physical characteristics
Utility charts
The charts below show the utilities attached to four arbitrary levels in each dimension included in the study. Utilities are measured on a scale from 0 (very low
utility) to 1 (very high utility): the higher the utility the higher the preference of consumer for the corresponding level in this dimension. The four levels have been
chosen in the feasible range for the dimension so as to test varying levels of interest for the segment. Results are broken down by consumer segments.
Explorers
High Earners
Page 28 sur 29
Professionals
Savers
Shoppers
Page 29 sur 29