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Company Dashboard – Firm Mys c – Industry Apricot – Period 4
SPI Revenues (M$) Earnings Before Taxes (M$)
Total Market Share (%U) Total Market Share (%$)
Brand Revenues (M$) Brand Contribu on (M$)
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Financial Report – Firm Mys c – Period 4
The financial statements of firm Mys c published for Period 4 have been prepared on December 31st, Period 4 in accordance with Interna onal Financial
Repor ng Standards (IFRS), as adopted in the Markstrat world.
Company Profit & Loss Statement
The table below shows the evolu on of firm Mys c financial results in thousands of dollars, as well as the cumula ve results since Period 0.
Period 4 Period 3 Period 2 Period 1 Period 0 Cumula ve

Revenues 72,866 63,802 47,698 42,890 37,217 264,472
Cost of goods sold ‐28,242 ‐26,131 ‐20,150 ‐19,150 ‐19,050 ‐112,724
Inventory costs 0 ‐233 0 0 ‐85 ‐318
Contribu on before marke ng 44,623 37,437 27,548 23,740 18,082 151,431
Adver sing expenditures ‐6,400 ‐5,419 ‐4,600 ‐4,000 ‐4,000 ‐24,419
Commercial costs ‐3,169 ‐2,456 ‐1,371 ‐1,290 ‐1,224 ‐9,510
Contribu on a er marke ng 35,054 29,562 21,577 18,450 12,858 117,501
Market research studies ‐419 ‐325 ‐207 ‐292 ‐245 ‐1,488
Research and development ‐1,712 0 ‐952 0 0 ‐2,664
Loan reimbursed 0 0 0 0 0 0
Loan received 0 0 0 0 0 0
Loan interests paid 0 0 0 0 0 0
Excep onal cost or profit 0 0 0 0 0 0
Earnings before taxes 32,923 29,237 20,418 18,158 12,613 113,350
Revenues & EBT Evolu on Cost Evolu on ‐ By Category (%Revenue)
Brand contribu on
The table below shows a comparison of the net contribu on generated by the brands marketed by firm Mys c in Period 4.
MOJO MOST MOVE

Sonites Sonites Sonites
Revenues 10,306 14,246 48,313
Cost of goods sold ‐5,687 ‐4,868 ‐17,687
Inventory holding cost 0 0 0
Inventory disposal loss 0 0 0
Contribu on before marke ng 4,619 9,378 30,626
Adver sing media ‐1,900 ‐1,900 ‐2,100
Adver sing research ‐200 ‐100 ‐200
Commercial costs ‐1,039 ‐973 ‐1,157
Contribu on a er marke ng 1,480 6,405 27,169
Revenues Contribu on a er Marke ng
Note: brands with low revenues or contribu on (< 5% total) are not shown on this chart
Marke ng results
The sec on below provides key marke ng results for each of your marketed brands
Market Shares
MOJO MOST MOVE

Volume Market Share 4.0 % 6.1 % 10.0 %
Value Market Share 3.0 % 4.0 % 14.2 %
Volume sold
The table below provides the volume sold for each of your marketed brands in each of the three distribu on channels. Sales are given in thousands of units.
MOJO MOST MOVE

Specialty stores 28 16 86
Mass Merch. 26 68 25
Online Stores 8 11 44
Distribu on Coverage
The distribu on coverage figures in the chart and table below represent the propor on of distributors who carry a given product. The report gives the informa on
for each brand currently on the market. The number of distributors in each distribu on channel is provided as well.
MOJO MOST MOVE

Specialty stores 44 % 18 % 47 %
Mass Merch. 42 % 54 % 28 %
Online Stores 26 % 26 % 56 %
Specialty stores Mass Merch. Online Stores

Number of distributors 9,333 6,500 1,083
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 marke ng mix decisions. The
Average Retail Price is the average end‐user price, taking into account the discount offered by distributors. Finally, the Average Selling Price is equal to the Average
Retail Price minus the distribu on margins.
MOJO MOST MOVE

Recommended Retail Price $ 269 $ 239 $ 500
Average Retail Price $ 256 $ 221 $ 485
Average Selling Price $ 167 $ 150 $ 312
Produc on Report – Firm Mys c – Period 4

The report below provides with informa on on produc on levels and produc on costs for each of the brands marketed in Period 4.
Sales, Produc on and Inventory
The chart below shows the units sold , the produc on level and inventory level for each of your brands at the end of Period 4.All numbers are given in thousands
of units.
Despite all the efforts made by the Produc on department, they were not able to fullfill all the orders for MOJO this period. As a consequence, some poten al sales of MOJO have

been lost.
The table below provides you with addi onal details such as planned produc on versus the actual one, and the inventory levels at the beginning and at the end of

Period 4.All numbers are given in thousands of units.
MOST MOVE MOJO

Units sold 95 155 62
Produc on Plan (your decision) 115 165 25
Produc on 95 155 30
Inventory at beginning of period 0 0 32
Inventory at end of period 0 0 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 $.
MOST MOVE MOJO

Current unit transfer cost 51 114 89
Average unit transfer cost 51 114 92
COGS 4,868 17,687 5,687
R&D Report – Firm Mys c – Sonites Market – Period 4
This report provides informa on on the ac vi es conducted for your division by the R&D department during Period 4.
Projects completed in Period 4
No projects have been completed in Period 4.
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 produc on pla orm 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 Physical Characteris cs Base Cost in $ Cumula ve Pla orm of

Since Features (1) Design (2) Ba ery (3) Display (4) Power (5) Current Minimum Budget (K$) Brand
PO‐SHO Period 2 11 7 48 22 30 93 92 952 MOJO
POMOST Period 0 18 3 75 25 12 77 69 1,500 MOST
POMOVE Period 0 13 8 40 40 75 179 164 2,500 MOVE
(1) Features (Number of): From 5 To 20. (2) Design (Index): From 3 To 10. (3) Ba ery (Hour): From 24 To 96. (4) Display (Inch): From 4 To 40. (5) Power (Gflops): From 5 To 100.
Projects par ally developed in Period 4
You have no par ally completed projects.
Shelved projects
You have no shelved projects.
R&D Report – Firm Mys c – Vodites Market – Period 4
No projects were completed in past period.
The projects listed below could not be completed in Period 4. They require addi onal me and budget to become available. The cumula ve budget is the total
budget allocated to the project since its crea on. The required budget is the addi onal budget requested by R&D to complete the project.
Physical Characteris cs Base Cost in $ Allocated Budget in K$

Resolu on (1) Energy (2) Carbon (3) Connec vity (4) Apps (5) Current Minimum Cumula ve Required
PEPEARL 51 62 30 6 42 236 236 1,712 7,070
(1) Resolu on (L/mm): From 20 To 100. (2) Energy (BC/Wh): From 10 To 100. (3) Carbon (Kg): From 5 To 50. (4) Connec vity (Index): From 3 To 10. (5) Apps (Number of): From 5 To
100. (6) Cumula ve budget allocated to the project since its crea on; (7) Addi onal budget required to complete the project.
Shelved projects
Decision Review – Firm Mys c – Sonites Market – Period 4
This report provides a review of the decisions made by firm Mys c at the beginning of Period 4.
Resource Alloca on Overview
The three charts below show how resources have been allocated across markets, func ons and brands. All numbers are given in thousands of dollars.
Resource Alloca on by Market Resource Alloca on by Func on – Sonites Brands
Resource Alloca on by Brand
Brand Por olio
MOJO MOST MOVE

Por olio opera on Maintained Maintained Maintained
Base project past period PO‐SHO POMOST POMOVE
Base project this period PO‐SHO POMOST POMOVE
Marke ng Mix
MOJO MOST MOVE

Produc on planning (in units) 25,000 115,000 165,000
Recommended retail price (in $) 269 239 500
Adver sing media (in K$) 1,900 1,900 2,100
Adver sing research (in K$) 200 100 200
Segmenta on Strategy
MOJO MOST MOVE

Explorers 10 % 10 %
Shoppers 90 %
Professionals 55 %
High Earners 35 %
Savers 100 %
Perceptual Objec ves
MOJO MOST MOVE

Dimension 1 Performance Convenience
Posi on 1 3.0 ‐5.0
Dimension 2 Economy Performance
Posi on 2 10.0 ‐10.0
Commercial Team Size
The table below shows the number of commercial people allocated to each brand in each channel during Period 4.
MOJO MOST MOVE

TOTAL 44 41 49
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 Mys c in Period 4, as well as the cost in dollars.
Purchased Studies Cost in $
Industry benchmarking 34,500
Consumer survey 68,750
Consumer panel 114,750
Distribu on panel 68,750
Mul dimensional scaling 40,250
Market forecast 23,000
Adver sing experiment 28,750
Commercial team experiment 40,250
TOTAL 419,000
Decision Review – Firm Mys c – Vodites Market – Period 4
This report provides a review of the decisions made by firm Mys c at the beginning of Period 4.
Resource Alloca on by Market Resource Alloca on by Func on – Vodites Brands
R&D projects
The table below lists the projects which the R&D Department will develop in Period 4
Allocated
Connec vity Requested
Project Objec ve Resolu on (1) Energy (2) Carbon (3) Apps (5) Budget
(4) Base Cost ($)
(K$)
To focus on
PEPEARL 51 62 30 6 42 0 1,712
followers
100.
Online Query
The table below lists the online queries made to the R&D Department while making Period 4 decisions
Connec vity Requested Requested Minimum

Query Resolu on (1) Energy (2) Carbon (3) Apps (5)
(4) Base Cost ($) Budget Cost
PEPEARL 51 62 30 6 42 0 9,520 254
100.
Market Research Studies – Vodites Market
The table below lists the market research studies purchased by firm Mys c in Period 4, as well as the cost in dollars.
TOTAL 34,500
Company Dashboard – Firm Roar – Industry Apricot – Period 4
Financial Report – Firm Roar – Period 4
The financial statements of firm Roar published for Period 4 have been prepared on December 31st, Period 4 in accordance with Interna onal Financial Repor ng
Standards (IFRS), as adopted in the Markstrat world.
The table below shows the evolu on of firm Roar financial results in thousands of dollars, as well as the cumula ve results since Period 0.

Revenues 72,150 61,538 61,026 49,287 37,217 281,217
Inventory costs ‐11 0 0 0 ‐85 ‐96
Research and development ‐2,870 ‐3,530 ‐600 0 0 ‐7,000
Brand contribu on
The table below shows a comparison of the net contribu on generated by the brands marketed by firm Roar in Period 4.
ROCK ROLL
Sonites Sonites
Revenues 23,955 48,195
Cost of goods sold ‐7,372 ‐21,593
Inventory holding cost ‐11 0
Inventory disposal loss 0 0
Contribu on before marke ng 16,571 26,602
Adver sing media ‐1,800 ‐3,302
Adver sing research ‐150 ‐200
Commercial costs ‐946 ‐1,318
Contribu on a er marke ng 13,675 21,783
Marke ng results
Market Shares
ROCK ROLL
Sonites Sonites
Volume Market Share 10.2 % 9.5 %
Value Market Share 6.7 % 14.2 %
Volume sold
ROCK ROLL
Sonites Sonites
Specialty stores 36 88
Mass Merch. 101 25
Online Stores 23 35
ROCK ROLL
Sonites Sonites
Specialty stores 30 % 57 %
Mass Merch. 50 % 32 %
Online Stores 37 % 51 %

Brand prices
ROCK ROLL
Sonites Sonites
Recommended Retail Price $ 240 $ 525
Average Retail Price $ 223 $ 510
Average Selling Price $ 151 $ 326
Produc on Report – Firm Roar – Period 4
of units.

ROCK ROLL
Sonites Sonites
Units sold 159 148
Produc on Plan (your decision) 202 125
Produc on 162 148
Inventory at beginning of period 0 0
Inventory at end of period 3 0
thousands of units.
thousands of $.
ROCK ROLL
Sonites Sonites
Current unit transfer cost 46 146
Average unit transfer cost 46 146
Units sold 159 148
COGS 7,372 21,593
Inventory at end of period 3 0
Inventory holding cost 11 0
R&D Report – Firm Roar – Sonites Market – Period 4

POROLLV2 Period 3 15 7 85 35 75 167 167 1,130 ROLL
POROCK Period 0 18 3 75 25 12 77 69 1,500 ROCK
POROLL Period 0 13 8 40 40 75 179 164 2,500 N/A
Shelved projects
R&D Report – Firm Roar – Vodites Market – Period 4
The projects listed below have just been completed and can be used to launch new brands or upgrade new ones
Physical Characteris cs Base Cost in $ Cumula ve Budget

Available Since
Resolu on (1) Energy (2) Carbon (3) Connec vity (4) Apps (5) Current Minimum (K$)
PEREAL Period 4 20 10 50 3 5 72 72 5,870
100.
Shelved projects
Decision Review – Firm Roar – Sonites Market – Period 4
This report provides a review of the decisions made by firm Roar at the beginning of Period 4.
Brand Por olio
ROCK ROLL
Por olio opera on Maintained Modified
Base project past period POROCK POROLL
Base project this period POROCK POROLLV2
Marke ng Mix
ROCK ROLL
Produc on planning (in units) 202,353 125,000
Recommended retail price (in $) 240 525
Adver sing media (in K$) 1,800 3,302
Adver sing research (in K$) 150 200
ROCK ROLL
Explorers 9 % 8 %
Shoppers 41 % 2 %
Professionals 2 % 48 %
High Earners 3 % 42 %
Savers 45 %
ROCK ROLL
Dimension 1 Performance Convenience
Posi on 1 ‐6.0 12.0
Dimension 2 Economy Performance
Posi on 2 16.0 15.0
ROCK ROLL
Specialty stores 10 35
Mass Merch. 25 11
Online Stores 6 11
TOTAL 41 57
The table below lists the market research studies purchased by firm Roar in Period 4, as well as the cost in dollars.
Seman c scales 11,500
Compe ve adver sing 34,500
TOTAL 396,000
Decision Review – Firm Roar – Vodites Market – Period 4
This report provides a review of the decisions made by firm Roar at the beginning of Period 4.
R&D projects
Allocated
(4) Base Cost ($)
(K$)
PEREAL Launch Vodite 20 10 50 3 5 69 2,870
100.
The table below lists the market research studies purchased by firm Roar in Period 4, as well as the cost in dollars.
TOTAL 252,750
Company Dashboard – Firm SHOLAY – Industry Apricot – Period 4
Financial Report – Firm SHOLAY – Period 4
The financial statements of firm SHOLAY published for Period 4 have been prepared on December 31st, Period 4 in accordance with Interna onal Financial
The table below shows the evolu on of firm SHOLAY financial results in thousands of dollars, as well as the cumula ve results since Period 0.

Revenues 47,117 43,517 44,616 40,425 37,217 212,892
Inventory costs ‐649 0 ‐20 0 ‐85 ‐753
Research and development 0 ‐1,470 0 0 0 ‐1,470
Brand contribu on
The table below shows a comparison of the net contribu on generated by the brands marketed by firm SHOLAY in Period 4.
SOFT SOLO SONG

Revenues 12,714 31,347 3,055
Inventory holding cost ‐15 0 ‐634
Contribu on before marke ng 8,323 19,609 540
Adver sing media ‐1,500 ‐2,500 ‐2,000
Adver sing research ‐7 0 0
Commercial costs ‐447 ‐589 ‐425
Contribu on a er marke ng 6,369 16,520 ‐1,884
Marke ng results
Market Shares
SOFT SOLO SONG

Volume sold
SOFT SOLO SONG

Mass Merch. 51 19 4
SOFT SOLO SONG

Mass Merch. 31 % 25 % 25 %

Brand prices
SOFT SOLO SONG

Produc on Report – Firm SHOLAY – Period 4
of units.

SOFT SOLO SONG

Units sold 84 97 15
Produc on 88 97 76
thousands of units.
thousands of $.
SOFT SOLO SONG

Units sold 84 97 15
COGS 4,376 11,739 1,881
R&D Report – Firm SHOLAY – Sonites Market – Period 4

POSONG Period 3 6 7 55 24 58 126 126 1,470 SONG
POSOFT Period 0 18 3 75 25 12 77 69 1,500 SOFT
POSOLO Period 0 13 8 40 40 75 179 164 2,500 SOLO
Shelved projects
R&D Report – Firm SHOLAY – Vodites Market – Period 4
Shelved projects
Decision Review – Firm SHOLAY – Sonites Market – Period 4
This report provides a review of the decisions made by firm SHOLAY at the beginning of Period 4.
Brand Por olio
SOFT SOLO SONG

Por olio opera on Maintained Maintained New
Base project past period POSOFT POSOLO
Base project this period POSOFT POSOLO POSONG
Marke ng Mix
SOFT SOLO SONG

SOFT SOLO SONG

Explorers 20 % 5 % 35 %
Shoppers 5 % 5 % 50 %
Professionals 5 % 45 % 5 %
High Earners 5 % 40 % 5 %
Savers 65 % 5 % 5 %
SOFT SOLO SONG

Dimension 1 Design Convenience
Posi on 1 4.0 8.0
Dimension 2 Power Performance
Posi on 2 2.5 13.0
SOFT SOLO SONG

Mass Merch. 10 8 8
Online Stores 3 6 2
TOTAL 19 25 18
The table below lists the market research studies purchased by firm SHOLAY in Period 4, as well as the cost in dollars.
TOTAL 132,000
Decision Review – Firm SHOLAY – Vodites Market – Period 4
This report is empty as you have not made any decisions for this market.
Company Dashboard – Firm THUGLIFE – Industry Apricot – Period 4
Financial Report – Firm THUGLIFE – Period 4
The financial statements of firm THUGLIFE published for Period 4 have been prepared on December 31st, Period 4 in accordance with Interna onal Financial
The table below shows the evolu on of firm THUGLIFE financial results in thousands of dollars, as well as the cumula ve results since Period 0.

Revenues 93,002 74,771 57,933 43,817 37,217 306,739
Brand contribu on
The table below shows a comparison of the net contribu on generated by the brands marketed by firm THUGLIFE in Period 4.
TONE TOPS TOXIC

Revenues 36,422 41,314 15,266
Inventory holding cost 0 ‐133 0
Adver sing media ‐2,600 ‐2,600 ‐2,503
Adver sing research ‐400 ‐150 ‐500
Commercial costs ‐949 ‐1,198 ‐802
Contribu on a er marke ng 17,661 22,575 ‐113
Marke ng results
Market Shares
TONE TOPS TOXIC

Volume sold
TONE TOPS TOXIC

TONE TOPS TOXIC

Mass Merch. 53 % 34 % 39 %

Brand prices
TONE TOPS TOXIC

Produc on Report – Firm THUGLIFE – Period 4
of units.
Despite all the efforts made by the Produc on department, they were not able to fullfill all the orders for TONE this period. As a consequence, some poten al sales of TONE have

been lost.
Despite all the efforts made by the Produc on department, they were not able to fullfill all the orders for TOXIC this period. As a consequence, some poten al sales of TOXIC have
been lost.

TONE TOPS TOXIC

Produc on 252 142 102
thousands of units.
thousands of $.
TONE TOPS TOXIC

COGS 14,812 14,659 11,574
R&D Report – Firm THUGLIFE – Sonites Market – Period 4

PONDS Period 3 14 7 40 25 50 119 119 1,120 TOXIC
POTOMOD Period 3 18 5 75 25 12 76 76 460 TONE
POTOPS Period 0 13 8 40 40 75 179 164 2,500 TOPS
POTONE Period 0 18 3 75 25 12 77 69 1,500 N/A
Shelved projects
R&D Report – Firm THUGLIFE – Vodites Market – Period 4

PE‐VOD1 50 35 35 10 75 251 251 5,100 4,380
Shelved projects
Decision Review – Firm THUGLIFE – Sonites Market – Period 4
This report provides a review of the decisions made by firm THUGLIFE at the beginning of Period 4.
Brand Por olio
TOXIC TONE TOPS

Por olio opera on New Modified Maintained
Base project past period POTONE POTOPS
Base project this period PONDS POTOMOD POTOPS
Marke ng Mix
TOXIC TONE TOPS

TONE TOPS TOXIC

Explorers 5 % 15 %
Shoppers 5 % 2 % 90 %
Savers 90 %
TOXIC TONE TOPS

Dimension 1 Economy Convenience Convenience
Posi on 1 10.0 ‐5.0 8.0
Dimension 2 Performance Economy Performance
Posi on 2 3.0 12.0 10.0
TONE TOPS TOXIC

TOTAL 40 51 34
The table below lists the market research studies purchased by firm THUGLIFE in Period 4, as well as the cost in dollars.
Compe ve commercial team 17,250
TOTAL 298,500
Decision Review – Firm THUGLIFE – Vodites Market – Period 4
This report provides a review of the decisions made by firm THUGLIFE at the beginning of Period 4.
R&D projects
Allocated
(4) Base Cost ($)
(K$)
experimental
vodite to
PE‐VOD1 50 35 35 10 75 241 2,600
launch into
market
100.
Company Dashboard – Firm LEMONADE – Industry Apricot – Period 4
Financial Report – Firm LEMONADE – Period 4
The financial statements of firm LEMONADE published for Period 4 have been prepared on December 31st, Period 4 in accordance with Interna onal Financial
The table below shows the evolu on of firm LEMONADE financial results in thousands of dollars, as well as the cumula ve results since Period 0.

Revenues 60,858 57,704 42,791 42,433 37,217 241,004
Brand contribu on
The table below shows a comparison of the net contribu on generated by the brands marketed by firm LEMONADE in Period 4.
LOCK LOOP LOOP1

Revenues 19,399 18,713 22,747
Inventory holding cost ‐106 0 ‐443
Adver sing media ‐2,200 ‐1,000 ‐3,300
Adver sing research ‐129 0 ‐203
Commercial costs ‐967 ‐261 ‐904
Contribu on a er marke ng 9,900 10,199 6,229
Marke ng results
Market Shares
LOCK LOOP LOOP1

Volume sold
LOCK LOOP LOOP1

Mass Merch. 95 4 3
LOCK LOOP LOOP1

Mass Merch. 56 % 4 % 4 %

Brand prices
LOCK LOOP LOOP1

Produc on Report – Firm LEMONADE – Period 4
of units.

LOCK LOOP LOOP1

Produc on 152 59 104
thousands of units.
thousands of $.
LOCK LOOP LOOP1

COGS 6,097 7,253 11,667
R&D Report – Firm LEMONADE – Sonites Market – Period 4

POLOOP1 Period 3 16 8 90 35 77 174 174 1,260 LOOP1
POLOCK Period 0 18 3 75 25 12 77 69 1,500 LOCK
POLOOP Period 0 13 8 40 40 75 179 164 2,500 LOOP
Shelved projects
R&D Report – Firm LEMONADE – Vodites Market – Period 4

PEVOD1.1 50 65 5 6 30 264 264 2,023 7,110
Shelved projects
The projects listed below are shelved, i.e. you have not allocated any budget to these projects in the previous period.

PEVOD1 45 60 10 7 5 247 247 260 8,500
100.
Decision Review – Firm LEMONADE – Sonites Market – Period 4
This report provides a review of the decisions made by firm LEMONADE at the beginning of Period 4.
Brand Por olio
LOCK LOOP LOOP1

Por olio opera on Maintained Maintained New
Base project past period POLOCK POLOOP
Base project this period POLOCK POLOOP POLOOP1
Marke ng Mix
LOCK LOOP LOOP1

LOCK LOOP LOOP1

Explorers 20 %
Shoppers 45 %
Savers 55 %
LOCK LOOP LOOP1

Dimension 1 Price
Posi on 1 2.4
Dimension 2 Display
Posi on 2 6.5
LOCK LOOP LOOP1

Mass Merch. 35 1 1
TOTAL 41 11 38
The table below lists the market research studies purchased by firm LEMONADE in Period 4, as well as the cost in dollars.
Compe ve commercial team 17,250
TOTAL 413,250
Decision Review – Firm LEMONADE – Vodites Market – Period 4
This report provides a review of the decisions made by firm LEMONADE at the beginning of Period 4.
R&D projects
Allocated
(4) Base Cost ($)
(K$)
Develop a
base product
which then
can
PEVOD1.1 subsequently 50 65 5 6 30 0 2,023
be modified
to suit the
desired
segment need
100.
Online Query
The table below lists the online queries made to the R&D Department while making Period 4 decisions
Connec vity Requested Requested Minimum

Query Resolu on (1) Energy (2) Carbon (3) Apps (5)
(4) Base Cost ($) Budget Cost
PEVOD1.1 50 65 5 6 30 0 9,930 283
PEVOD1.1 70 60 20 8 40 0 10,360 307
100.
The table below lists the market research studies purchased by firm LEMONADE in Period 4, as well as the cost in dollars.
TOTAL 34,500
Industry Dashboard – Firm Mys c – Period 4
Stock Market Period 4 Share Price Index Evolu on
SPI REV NC Cum. NC

THUGLIFE 1,888 93 37 133
Roar 1,574 72 32 123
Mys c 1,533 73 33 113
LEMONADE 1,337 61 24 101
SHOLAY 1,051 47 21 89
SPI: Share Price Index. Rev.: Revenues (million $). NC: Net Contribu on (million $). Cum.
NC: Cumula ve NC (million $).
Industry Retail Sales Industry Volume
Value Market Shares Unit Market Shares
Top Selling Brands – Retail Sales Top Selling Brands – Volume
in million $ in thousands of units
Industry Informa on – Period 4
This report provides economic and cos ng data for the current period as well as es mates for the next period.
Economic Variables
Current Period Value Next Period Es ma on
GNP Growth Rate % 4 % 4 %
Infla on Rate % 4 % 4 %
Inventory holding cost per annum % Transfer Cost 8 % 8 %
Loss incurred for inventory disposal % Transfer Cost 20 % 20 %
Commercial people opera ng cost $ 22,956 23,874
Commercial people hiring and training cost $ 3,443 3,581
Commercial people firing cost $ 5,739 5,969
Market Research Costs
All Markets Sonites Vodites

Compe ve adver sing 35,750 35,750
Compe ve commercial team 18,000 18,000
Conjoint analysis 41,750 41,750
Consumer panel 119,250 83,500
Consumer survey 71,500 47,750
Distribu on panel 71,500 59,750
Adver sing experiment 29,750 29,750
Commercial team experiment 41,750 41,750
Market forecast 23,750 23,750
Mul dimensional scaling 41,750 41,750
Seman c scales 12,000 12,000
TOTAL 35,750 506,750 435,500
(all numbers in $)
Market Report – Sonites Market – Period 4
This report provides general informa on on the 14 Sonites brands marketed in Period 4.
Brands introduced this period: SONG, TOXIC, LOOP1
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 Varia on Brand Unit Share Volume Varia on
ROLL 14.2 % 75,422 21,777 Modified TONE 16.3 % 252 56 Modified
MOVE 14.2 % 75,152 8,101 ROCK 10.2 % 159 ‐23
TOPS 12.1 % 64,446 ‐8,469 MOVE 10.0 % 155 11
TONE 10.2 % 53,673 11,490 Modified ROLL 9.5 % 148 42 Modified
SOLO 9.2 % 48,657 4,711 TOPS 8.3 % 128 ‐16
LOOP1 6.7 % 35,984 New LOCK 8.0 % 125 7
ROCK 6.7 % 35,447 ‐5,223 TOXIC 6.6 % 102 New
LOOP 5.5 % 29,700 ‐32,711 SOLO 6.2 % 97 8
LOCK 5.4 % 28,307 1,264 MOST 6.1 % 95 0
TOXIC 4.4 % 23,289 New SOFT 5.4 % 84 ‐18
MOST 4.0 % 20,902 ‐89 LOOP1 4.5 % 71 New
SOFT 3.6 % 18,884 ‐3,937 MOJO 4.0 % 62 21
MOJO 3.0 % 15,803 5,443 LOOP 3.8 % 59 ‐65
SONG 0.9 % 4,791 New SONG 0.9 % 15 New
TOTAL 100.0 % 530,457 2,356 ‐ TOTAL 100.0 % 1,550 23 ‐
Brand Characteris cs
The table below lists the physical a ributes of marketed brands, as well as their price and es mated unit cost, both in $.
Base
Brand Launched in Features (1) Design (2) Ba ery (3) Display (4) Power (5) Price Base Cost ($) Cost
(%Price)
LOCK Period 0 18 3 75 25 12 247 77 30 %
LOOP Period 0 13 8 40 40 75 515 179 33 %
LOOP1 Period 4 16 8 90 35 77 520 174 32 %
MOJO Period 3 11 7 48 22 30 269 93 33 %
MOST Period 0 18 3 75 25 12 239 77 31 %
MOVE Period 0 13 8 40 40 75 500 179 34 %
ROCK Period 0 18 3 75 25 12 240 77 31 %
ROLL Period 0 15 7 85 35 75 525 167 30 %
SOFT Period 0 18 3 75 25 12 240 77 31 %
SOLO Period 0 13 8 40 40 75 520 179 33 %
SONG Period 4 6 7 55 24 58 340 126 36 %
TONE Period 0 18 5 75 25 12 230 76 32 %
TOPS Period 0 13 8 40 40 75 520 179 33 %
TOXIC Period 4 14 7 40 25 50 240 119 47 %
Industry Benchmarking – Period 4
The benchmarking study compiles general informa on from annual reports about each of the Markstrat compe tors. Data is provided in a common format for all
companies to allow an easy comparison of compe ve performance.
Overall Company Performances and Expenditures
The two charts below show the overall performances of the compe ng firms in terms 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 es mated P&L statement of the compe ng firms, in the same format as the one in your financial statements. All numbers are given in
million $.
LEMONADE Mys c Roar SHOLAY THUGLIFE

Revenues 60.9 72.9 72.1 47.1 93
Cost of goods sold ‐25 ‐28.2 ‐29 ‐18 ‐41
Inventory costs ‐0.5 0 0 ‐0.6 ‐0.1
Contribu on before marke ng 35.3 44.6 43.2 28.5 51.8
Adver sing expenditures ‐6.8 ‐6.4 ‐5.5 ‐6 ‐8.8
Commercial team costs ‐2.1 ‐3.2 ‐2.3 ‐1.5 ‐2.9
Contribu on a er marke ng 26.3 35.1 35.5 21 40.1
Market research studies ‐0.4 ‐0.4 ‐0.4 ‐0.1 ‐0.3
Research and development ‐2 ‐1.7 ‐2.9 0 ‐2.6
Interests paid 0 0 0 0 0
Excep onal cost or profit 0 0 0 0 0
Earnings before taxes 23.9 32.9 32.2 20.9 37.2
Next Period Budget 9.6 13.2 12.9 8.3 14.9
Consumer Survey – Sonites Market – Period 4
This survey ques onnaire has been administered to 3,000 individuals during Period 4. It gives brand awareness, purchase inten ons 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 propor on of individuals who have unaided recall of a brand name. The report gives the
informa on 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 LEMONADE 58 % 69 % 49 % 56 % 68 %
LOOP LEMONADE 56 % 51 % 69 % 72 % 40 %
LOOP1 LEMONADE 47 % 15 % 52 % 36 % 13 %
MOJO Mys c 36 % 45 % 23 % 25 % 17 %
MOST Mys c 56 % 60 % 48 % 53 % 70 %
MOVE Mys c 73 % 53 % 78 % 78 % 46 %
ROCK Roar 60 % 67 % 55 % 58 % 66 %
ROLL Roar 76 % 60 % 82 % 83 % 53 %
SOFT SHOLAY 55 % 56 % 45 % 51 % 57 %
SOLO SHOLAY 63 % 51 % 69 % 73 % 45 %
SONG SHOLAY 16 % 10 % 9 % 9 % 7 %
TONE THUGLIFE 64 % 62 % 51 % 56 % 72 %
TOPS THUGLIFE 77 % 56 % 79 % 81 % 50 %
TOXIC THUGLIFE 24 % 37 % 21 % 21 % 13 %
Purchase Inten ons
The purchase inten ons figures in the chart and table below represent the propor on of individuals who would select a brand as their first choice, if they were
buying within a year. The report gives the informa on for each brand currently on the market, in total and by consumer segment. Please note that these figures
correspond to the situa on of the period when the study is done and does not necessarily represent purchase inten ons for the following year.
Average Purchase Inten ons
Purchase Inten ons by Consumer Segment

LOCK LEMONADE 4.7 % 8.3 % 0.0 % 1.4 % 13.8 %
LOOP LEMONADE 9.3 % 2.1 % 14.4 % 13.4 % 0.1 %
LOOP1 LEMONADE 6.7 % 0.6 % 13.4 % 7.6 % 0.0 %
MOJO Mys c 5.2 % 16.5 % 0.0 % 1.1 % 1.3 %
MOST Mys c 4.2 % 6.0 % 0.0 % 1.4 % 10.3 %
MOVE Mys c 12.0 % 2.2 % 23.1 % 16.9 % 0.1 %
ROCK Roar 4.4 % 7.6 % 0.0 % 1.4 % 17.4 %
ROLL Roar 10.8 % 2.3 % 18.4 % 16.5 % 0.1 %
SOFT SHOLAY 4.4 % 6.5 % 0.0 % 1.3 % 12.9 %
SOLO SHOLAY 9.3 % 2.0 % 18.4 % 15.1 % 0.1 %
SONG SHOLAY 7.2 % 1.8 % 0.0 % 1.5 % 0.1 %
TONE THUGLIFE 4.9 % 7.5 % 0.0 % 1.5 % 43.4 %
TOPS THUGLIFE 11.0 % 2.2 % 12.1 % 20.2 % 0.1 %
TOXIC THUGLIFE 6.0 % 34.3 % 0.0 % 0.8 % 0.3 %
TOTAL ‐ 100 % 100 % 100 % 100 % 100 %
Shopping Habits
The shopping habit data in the chart below represent, for each channel, the propor on of individuals who would choose that channel when shopping for a Sonites.
Consumer Panel – Sonites Market – Period 4
The consumer panel study shown below is based on a sample group of over 500 consumers whose buying behavior is believed to be representa ve of the en re
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 propor on of individuals who have purchased a given brand during Period 4. The report gives
the informa on for each brand currently on the market, in total and by consumer segment
Total Market Shares (%Unit)
Market Shares by Consumer Segment (%Unit)

LOCK LEMONADE 3.2 % 10.1 % 0.0 % 1.2 % 15.5 %
LOOP LEMONADE 6.9 % 1.4 % 8.6 % 7.9 % 0.0 %
LOOP1 LEMONADE 8.0 % 0.6 % 13.1 % 7.3 % 0.0 %
MOJO Mys c 3.8 % 14.3 % 0.0 % 0.7 % 0.8 %
MOST Mys c 3.2 % 7.6 % 0.0 % 1.2 % 11.5 %
MOVE Mys c 15.2 % 2.9 % 26.0 % 19.1 % 0.1 %
ROCK Roar 4.7 % 11.1 % 0.0 % 1.5 % 20.8 %
ROLL Roar 15.2 % 3.4 % 22.5 % 20.3 % 0.1 %
SOFT SHOLAY 3.3 % 6.5 % 0.0 % 1.0 % 10.4 %
SOLO SHOLAY 8.8 % 2.1 % 15.6 % 13.0 % 0.1 %
SONG SHOLAY 4.9 % 1.4 % 0.0 % 0.9 % 0.1 %
TONE THUGLIFE 4.0 % 8.5 % 0.0 % 1.3 % 40.3 %
TOPS THUGLIFE 14.7 % 3.1 % 14.3 % 24.0 % 0.1 %
TOXIC THUGLIFE 4.0 % 27.0 % 0.0 % 0.5 % 0.2 %
TOTAL ‐ 100 % 100 % 100 % 100 % 100 %
Industry Volume (based on units sold)
The charts below give the unit product category sales by consumer segment and in total. The rela ve sizes of the 5 consumer segments are provided as well.
Unit Sales by Consumer Segment in thousands of units Rela ve Consumer Segment Sizes
Distribu on Panel – Sonites Market – Period 4
The distribu on panel provides con nuous tracking of product sales to consumers, based on informa on gathered at the retail point‐of‐sale. Informa on is
primarily gathered from scanning cash‐registers 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 distribu on channel.
Sales and Market Shares by Channel
The table and charts below provide the market shares, based on units sold, by channel for each brand currently on the market. They also give the unit product
category sales by channel and in total. The rela ve sizes of the channel are provided as well.
Market Shares by Channel (%Unit)
Brand Firm Specialty stores Mass Merch. Online Stores

LOCK LEMONADE 3 % 15 % 4 %
LOOP LEMONADE 7 % 1 % 5 %
LOOP1 LEMONADE 8 % 0 % 7 %
MOJO Mys c 5 % 4 % 3 %
MOST Mys c 3 % 10 % 4 %
MOVE Mys c 14 % 4 % 15 %
ROCK Roar 6 % 15 % 8 %
ROLL Roar 15 % 4 % 12 %
SOFT SHOLAY 4 % 8 % 4 %
SOLO SHOLAY 9 % 3 % 9 %
SONG SHOLAY 1 % 1 % 1 %
TONE THUGLIFE 8 % 26 % 11 %
TOPS THUGLIFE 12 % 4 % 11 %
TOXIC THUGLIFE 7 % 6 % 6 %
TOTAL ‐ 100 % 100 % 100 %
Unit Sales by Channel in thousands of units Rela ve Channel Sizes (%Units Sold)
The distribu on coverage figures in the charts and table below represent the propor on of stores who carry a given brand. The report gives the informa on for
each brand currently on the market. The number of outlets in each distribu on channel is provided as well.
Distribu on Coverage by Channel (%Stores)
Brand Firm Specialty stores Mass Merch. Online Stores

LOCK LEMONADE 13 % 56 % 21 %
LOOP LEMONADE 30 % 4 % 22 %
LOOP1 LEMONADE 52 % 4 % 53 %
MOJO Mys c 44 % 42 % 26 %
MOST Mys c 18 % 54 % 26 %
MOVE Mys c 47 % 28 % 56 %
ROCK Roar 30 % 50 % 37 %
ROLL Roar 57 % 32 % 51 %
SOFT SHOLAY 21 % 31 % 23 %
SOLO SHOLAY 33 % 25 % 37 %
SONG SHOLAY 26 % 25 % 16 %
TONE THUGLIFE 33 % 53 % 35 %
TOPS THUGLIFE 53 % 34 % 50 %
TOXIC THUGLIFE 40 % 39 % 39 %
Number of outlets in each Channel Rela ve Channel Sizes (%Outlet)
Seman c Scales – Sonites Market – Period 4
The seman c scales study provides data based on a seman c differen al ques onnaire administered to 600 individuals. Several seman c scales corresponding to
the Sonites physical a ributes were presented to the respondents. The figure below shows a sample scale for Power.
Several crucial informa on are derived from these ques onnaires: brand percep ons, ideal value along each scale, ideal value evolu on, brand maps.
Brand percep ons
Respondents are asked to rate each brand according to the way they perceive the brand on each characteris c. The reported results are summarized in the table
below, using the mean value for each brand.
Brand Firm Features Design Ba ery Display Power Price

LOCK LEMONADE 6.3 1.5 5.5 4.8 1.6 2.2
LOOP LEMONADE 4.5 5.5 2.2 6.5 5.5 6.0
LOOP1 LEMONADE 5.5 5.7 6.5 6.2 5.7 6.2
MOJO Mys c 3.3 5.1 2.9 4.2 2.9 2.7
MOST Mys c 6.3 1.5 5.4 4.6 1.5 2.4
MOVE Mys c 4.3 5.7 2.2 6.5 5.5 6.0
ROCK Roar 6.3 1.5 5.5 4.6 1.5 2.0
ROLL Roar 4.9 5.4 5.2 6.5 5.6 6.2
SOFT SHOLAY 6.3 1.5 5.4 4.6 1.6 2.2
SOLO SHOLAY 4.3 5.6 2.5 6.5 5.4 6.2
SONG SHOLAY 1.5 4.8 3.5 4.4 4.4 4.3
TONE THUGLIFE 6.3 2.0 5.4 4.6 1.5 2.3
TOPS THUGLIFE 4.3 6.1 2.4 6.5 5.2 6.2
TOXIC THUGLIFE 4.7 4.8 2.2 4.7 4.1 2.5
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 Features Design Ba ery Display Power Price

Explorers 4.4 2.1 5.4 5.7 6.0 3.7
Shoppers 2.0 5.2 3.0 4.7 4.7 2.5
Professionals 4.7 5.2 4.8 5.8 6.0 6.0
High Earners 3.2 5.7 3.3 4.0 4.4 5.8
Savers 2.7 3.9 1.8 3.1 2.4 2.1
Importance of characteris cs
Finally, respondents are asked to rate the importance of each characteris c in their purchasing decision. Although consumer segments differ on the exact
importance ra ngs a ributed to the characteris cs, they tend to agree on the ranking of the scales, i.e. their “rela ve” importance. This is why only average value
are reported on the chart below. Ra ngs are given on a scale from 1 (not important) to 10 (very important).
Brand Maps
Maps represen ng consumers’ percep ons based on the seman c scales can be obtained for each pair of a ributes. Five maps are provided below. We invite you
to export data into Excel and draw addi onal maps if needed
Brand Maps – Price X Features
Brand Maps – Price X Design
Brand Maps – Price X Ba ery
Brand Maps – Price X Display
Brand Maps – Price X Power
Ideal Value Evolu on
This study monitors the evolu on of consumer needs over me. The preferred values on each scale over the past (3 years maximum) are recorded in the table
below, for each consumer segment.
Segment Period Features Design Ba ery Display Power Price

Explorers Period 2 4.5 1.9 5.8 5.9 6.1 3.5
High Earners Period 2 3.2 5.7 3.4 4.4 4.6 5.9
Professionals Period 2 5.3 5.4 4.9 5.6 5.7 5.6
Savers Period 2 2.6 3.8 1.8 2.8 2.4 2.2
Savers Period 3 2.6 3.9 1.8 2.9 2.4 2.2
Savers Period 4 2.7 3.9 1.8 3.1 2.4 2.1
Shoppers Period 2 1.9 5.2 3.0 4.3 4.2 2.7
Shoppers Period 3 2.0 5.2 3.0 4.5 4.5 2.6
Shoppers Period 4 2.0 5.2 3.0 4.7 4.7 2.5
Online Tool ‐ Addi onal Charts
The most important charts and graph of the Seman c Scales study are given in the above report.But an online tool provides addi onal charts that will allow you
to:
‐ Monitor the evolu on of ideal values in a visual way
‐ Design Powerful R&D projects as described in sec on VI of the Markstrat Handbook
Access Addi onal Charts
Seman c Scales – Vodites Market – Period 4
The seman c scales study provides data based on a seman c differen al ques onnaire administered to 600 individuals. Several seman c scales corresponding to
the Vodites physical a ributes were presented to the respondents. The figure below shows a sample scale for Power.
Several crucial informa on are derived from these ques onnaires: brand percep ons, ideal value along each scale, ideal value evolu on, brand maps.
Brand percep ons
No brands were marketed in this market this period.
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 Resolu on Energy Carbon Connec vity Apps Price

Innovators 5.1 3.3 4.3 4.8 3.7 6.3
Adopters 4.4 4.0 4.9 3.8 4.3 5.5
Followers 3.3 4.4 3.4 3.1 3.3 4.8
Importance of characteris cs
Finally, respondents are asked to rate the importance of each characteris c in their purchasing decision. Although consumer segments differ on the exact
importance ra ngs a ributed to the characteris cs, they tend to agree on the ranking of the scales, i.e. their “rela ve” importance. This is why only average value
are reported on the chart below. Ra ngs are given on a scale from 1 (not important) to 10 (very important).
Brand Maps
Brands map are not available as no brands were marketed in this market this period.
Mul dimensional Scaling of Brand Similari es & Preferences – Sonites Market – Period 4

This study provides a joint space configura on obtained with non‐metric mul dimensional 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 representa on of the perceptual posi oning 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
Brand Percep ons
The table below gives the coordinates of the brand posi ons on the perceptual map, on a scale from ‐20 to +20.
Brand Firm Economy Performance Convenience

LOCK LEMONADE 12 ‐10 ‐10
LOOP LEMONADE ‐14 13 5
LOOP1 LEMONADE ‐15 12 12
MOJO Mys c 9 ‐5 3
MOST Mys c 11 ‐12 ‐10
MOVE Mys c ‐14 12 6
ROCK Roar 13 ‐11 ‐9
ROLL Roar ‐15 12 9
SOFT SHOLAY 12 ‐10 ‐10
SOLO SHOLAY ‐15 12 6
SONG SHOLAY ‐2 3 1
TONE THUGLIFE 12 ‐11 ‐6
TOPS THUGLIFE ‐15 11 8
TOXIC THUGLIFE 10 2 2
Ideal Values
The table below gives the coordinates of the brand posi ons on the perceptual map, on a scale from ‐20 to +20.
Segment Economy Performance Convenience

Explorers 2 13 ‐7
Shoppers 10 5 3
Professionals ‐13 13 7
High Earners ‐12 2 6
Savers 12 ‐9 ‐4
Ideal Value Evolu on
This study monitors the evolu on of consumer needs over me. The preferred values on each perceptual map dimension over the past (3 years maximum) are
recorded in the table below, for each consumer segment.
Segment Period Economy Performance Convenience

Explorers Period 2 3 14 ‐7
High Earners Period 2 ‐12 4 7
Professionals Period 2 ‐11 11 9
Savers Period 2 12 ‐10 ‐5
Shoppers Period 2 9 2 3
Influence of Product Characteris cs on Perceptual Dimensions
An indica on of the influence of product characteris cs on perceptual dimensions is provided in the table below to help you interpret the dimension that were
derived from the study.
Dimension Features Design Ba ery Display Power Price

Economy None Slight None Slight Slight Very Strong
Performance None Slight None Moderate Very Strong Slight
Convenience Slight Strong Slight None Slight Slight
Online Tool ‐ Addi onal Charts
The most important charts and graph of the mul dimensional scaling study are given in the above report.But an online tool provides addi onal charts that will
allow you to:
‐ Monitor the evolu on of ideal values in a visual way
‐ Design Powerful R&D projects as described in sec on VI of the Markstrat Handbook
Access Addi onal Charts
Compe ve Adver sing Es mates – Sonites Market – Period 4

Es mates of compe ve adver sing budgets are given by firm, by brand and by consumer segments. All brands marketed in the current period are included in the
study.
Es mated Total Adver sing Expenditures (in million dollars) – By Firm and by Consumer Segment
Es mated Brand Adver sing Expenditures (in thousand dollars) – Total and by Consumer Segment
Brand Explorers Shoppers Professionals High Earners Savers TOTAL
LOOP1 690 320 1,490 690 320 3,510
ROLL 480 370 1,220 1,110 320 3,500
TOXIC 290 1,740 360 360 290 3,040
TONE 350 350 290 290 1,730 3,010
TOPS 480 270 950 840 260 2,800
SOLO 300 300 850 800 300 2,550
LOCK 210 790 210 210 900 2,320
MOVE 330 220 880 660 220 2,310
MOJO 330 1,220 170 170 170 2,060
SONG 550 750 250 250 250 2,050
ROCK 270 600 220 220 650 1,960
MOST 160 160 160 160 1,260 1,900
SOFT 300 200 200 200 650 1,550
LOOP 100 100 200 550 100 1,050
TOTAL 4,840 7,390 7,450 6,510 7,420 33,610
Es mated Communica on Dimensions and Message Quality
The table below provides an es mate of the dimensions that have been used in brand communica on, as well as an es mate of the message quality. Higher
message quali es are obtained with higher adver sing research budgets.
Brand Firm Communica on Dimensions Message Quality

LOCK LEMONADE Price & Display Poor
LOOP LEMONADE
LOOP1 LEMONADE
MOJO Mys c Performance & Economy Average
MOST Mys c Convenience & Performance Poor
MOVE Mys c
ROCK Roar Performance & Economy Poor
ROLL Roar Convenience & Performance Average
SOFT SHOLAY Design & PPower Poor
SOLO SHOLAY Convenience & Performance Poor
SONG SHOLAY
TOXIC THUGLIFE Economy & Performance Excellent
TONE THUGLIFE Convenience & Economy Excellent
TOPS THUGLIFE Convenience & Performance Poor
Compe ve Commercial Team Size Es mates – Sonites Market – Period 4

Es mates of compe ve commercial team size are given by firm, by brand and by distribu on channel. The breakdown by brand and channel is also provided. All
brands marketed in the current period are included in the study.
Es mated Commercial Team Size (in full‐ me equivalent) – By Firm and by Distribu on Channel
Es mated Brand Commercial Team Sizes (in commercial people equivalent) – Total and by Distribu on Channel
Brand Specialty stores Mass Merch. Online Stores TOTAL
ROLL 35 11 11 57
TOPS 27 13 11 51
MOVE 22 10 17 49
MOJO 20 20 4 44
ROCK 10 25 6 41
MOST 5 32 4 41
LOCK 3 35 3 41
TONE 10 25 5 40
LOOP1 25 1 12 38
TOXIC 14 14 6 34
SOLO 11 8 6 25
SOFT 6 10 3 19
SONG 8 8 2 18
LOOP 8 1 2 11
TOTAL 204 213 92 509
Adver sing Experiment – Sonites Market – Period 4
This experiment is conducted by increasing adver sing 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 na onwide by each brand with the same increase in adver sing, and if compe ve ac ons have remained
unchanged. The impact on brand contribu on is provided as well.
The results below would have been achieved by a given brand if its adver sing budget had been increased by 20% and if compe ve ac ons had remained
unchanged.
You did not produce enough units of MOJO. The results of the experiment below are irrelevant because produc on could not ship enough units to the test regional market and
could not avoid the produc on shortage situa on.
Expected Change in Contribu on (in K$)
Expected Change in Brand Awareness Expected Change in unit Market Share (%U)
High High
Brand Explorers Shoppers Professionals Savers Brand Explorers Shoppers Professionals Savers
Earners Earners
MOJO 2.7 % 2.8 % 1.3 % 1.3 % 0.7 % MOJO ‐0.1 % 0.3 % 0.0 % ‐0.1 % 0.0 %
MOST 1.0 % 0.3 % 0.8 % 0.7 % 1.4 % MOST 0.0 % 0.2 % 0.0 % 0.0 % 0.5 %
MOVE 0.9 % 0.5 % 0.9 % 0.8 % 0.4 % MOVE 0.4 % 0.1 % 0.5 % 0.3 % 0.0 %
Commercial Team Experiment – Sonites Market – Period 4
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 addi onal number of distributors and the market share that would have been achieved na onwide by each brand with the same increase in commercial team
and if compe ve ac ons have remained unchanged. The impact on brand contribu on 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 compe ve ac ons had remained

unchanged.
You did not produce enough units of MOJO. The results of the experiment below are irrelevant because produc on could not ship enough units to the test regional market and
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

MOJO 222 113 43 MOJO 0.0 % 0.0 % 0.2 %
MOST 164 81 41 MOST 0.2 % 0.3 % 0.6 %
MOVE 207 110 20 MOVE 0.7 % 0.3 % 0.8 %
unchanged.
High High
Earners Earners
ROCK 1.3 % 0.8 % 0.7 % 0.7 % 0.8 % ROCK 0.1 % 0.4 % 0.0 % 0.0 % 1.2 %
ROLL 1.0 % 0.6 % 0.8 % 0.7 % 0.5 % ROLL 0.3 % 0.0 % 0.5 % ‐0.6 % 0.0 %

unchanged.

ROCK 241 185 68 ROCK 0.4 % 0.7 % 1.2 %
ROLL 138 225 52 ROLL 0.4 % 0.4 % 1.1 %
unchanged.
High High
Earners Earners
SOFT 0.8 % 0.1 % 0.3 % 0.3 % 0.4 % SOFT 0.1 % 0.2 % 0.0 % 0.0 % 0.4 %
SOLO 0.3 % 0.1 % 0.5 % 0.4 % 0.2 % SOLO 0.1 % 0.0 % 0.5 % 0.4 % 0.0 %
SONG 1.8 % 0.8 % 0.4 % 0.5 % 0.2 % SONG 0.6 % 0.1 % 0.0 % 0.1 % 0.0 %

unchanged.

SOFT 372 306 91 SOFT 0.5 % 0.9 % 1.2 %
SOLO 473 286 101 SOLO 1.0 % 0.4 % 1.8 %
SONG 546 358 95 SONG 0.4 % 0.2 % 0.4 %
unchanged.
You did not produce enough units of TOXIC. The results of the experiment below are irrelevant because produc on could not ship enough units to the test regional market and
You did not produce enough units of TONE. The results of the experiment below are irrelevant because produc on could not ship enough units to the test regional market and
High High
Earners Earners
TONE 1.3 % 0.5 % 0.9 % 0.9 % 1.2 % TONE ‐0.1 % ‐0.2 % 0.0 % 0.0 % 0.4 %
TOPS 0.9 % 0.6 % 0.9 % 0.8 % 0.5 % TOPS 0.3 % 0.0 % ‐0.6 % 0.8 % 0.0 %
TOXIC 2.4 % 3.6 % 2.1 % 2.2 % 0.8 % TOXIC 0.0 % 0.6 % 0.0 % 0.0 % 0.0 %

unchanged.
You did not produce enough units of TOXIC. The results of the experiment below are irrelevant because produc on could not ship enough units to the test regional market and
You did not produce enough units of TONE. The results of the experiment below are irrelevant because produc on could not ship enough units to the test regional market and

TONE 210 128 52 TONE 0.1 % 0.0 % 0.7 %
TOPS 162 147 40 TOPS 0.5 % 0.3 % 0.8 %
TOXIC 282 194 67 TOXIC 0.0 % 0.0 % 0.3 %
unchanged.
High High
Earners Earners
LOCK 1.2 % 0.9 % 0.9 % 0.8 % 1.0 % LOCK 0.1 % 0.3 % 0.0 % 0.0 % 0.4 %
LOOP 0.1 % 0.0 % 0.1 % 0.3 % 0.0 % LOOP 0.0 % 0.0 % 0.1 % 0.0 % 0.0 %
LOOP1 3.8 % 1.2 % 3.9 % 3.6 % 1.0 % LOOP1 0.7 % 0.1 % 1.2 % 0.8 % 0.0 %

unchanged.

LOCK 162 125 60 LOCK 0.3 % 0.5 % 0.9 %
LOOP 277 39 45 LOOP 0.5 % 0.0 % 0.7 %
LOOP1 329 52 59 LOOP1 0.8 % 0.1 % 1.1 %
Market Forecast – Sonites Market – Period 4
This study provides es mates 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. Rela ve
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)
Rela ve Consumer Segment Sizes (in % of total market size)
Current Period In Five Periods
Market Forecast – Vodites Market – Period 4
This study provides es mates of the poten al size of the market if a brand were introduced next period. Results are given for the whole market and are also
broken down by consumer segment. This forecast is based in declared likelihood of purchase obtained from a sample of individuals. It should be noted that this
forecast does not rely on history and tends to be less accurate and generally somewhat op mis c.
Poten al Total Market Size
The charts below show the poten al market size next period and in five periods, if a brand were introduced next period. Market growth rates are reported as
well. Market sizes are given in thousands of units.
Poten al market size (in thousands of units) Expected market growth rates over 5 periods (in %U)
Poten al Market Size by Consumer Segment
The charts below show the poten al market size in one and five periods, if a brand were introduced next period. Results are broken down by segment. Rela ve
segment size, in % of the total market size, and segment growth rates are reported as well. Sizes are given in thousands of units.
Poten al market size broken down by consumer segment (in thousands of units)
Poten al consumer segment sizes (in % of total market size)
Next Period In Five Period
Expected Consumer Segment Growth Rates (in % units)
Conjoint Analysis – Sonites Market – Period 4
This study enables firms to es mate the rela ve importance of the price and physical characteris cs of a product category. Only the three characteris cs that are
perceived as most important are included in the study. The study also provides the u lity a ached by consumers to varying levels of price and characteris cs.
Results are broken down by consumer segment.
Rela ve importance of price and physical characteris cs
U lity charts
The charts below show the u li es a ached to four arbitrary levels in each dimension included in the study. U li es are measured on a scale from 0 (very low
u lity) to 1 (very high u lity): the higher the u lity 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 segment.
Explorers
High Earners
Professionals
Savers
Shoppers

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Brand Revenues (M$) Brand Contribu on (M$)

Period 4 Period 3 Period 2 Period 1 Period 0 Cumula ve

Revenues & EBT Evolu on Cost Evolu on ‐ By Category (%Revenue)

MOJO MOST MOVE

Revenues Contribu on a er Marke ng

MOJO MOST MOVE

MOJO MOST MOVE

MOJO MOST MOVE

Specialty stores Mass Merch. Online Stores

MOJO MOST MOVE

Produc on Report – Firm Mys c – Period 4

Despite all the eﬀorts made by the Produc on department, they were not able to fullﬁll all the orders for MOJO this period. As a consequence, some poten al sales of MOJO have

The table below provides you with addi onal details such as planned produc on versus the actual one, and the inventory levels at the beginning and at the end of

MOST MOVE MOJO

MOST MOVE MOJO

Available Physical Characteris cs Base Cost in $ Cumula ve Pla orm of

Physical Characteris cs Base Cost in $ Allocated Budget in K$

Resource Alloca on by Market Resource Alloca on by Func on – Sonites Brands

MOJO MOST MOVE

MOJO MOST MOVE

MOJO MOST MOVE

MOJO MOST MOVE

MOJO MOST MOVE

Connec vity Requested Requested Minimum

Brand Revenues (M$) Brand Contribu on (M$)

Period 4 Period 3 Period 2 Period 1 Period 0 Cumula ve

Revenues & EBT Evolu on Cost Evolu on ‐ By Category (%Revenue)

Revenues Contribu on a er Marke ng

Specialty stores Mass Merch. Online Stores

The table below provides you with addi onal details such as planned produc on versus the actual one, and the inventory levels at the beginning and at the end of

Available Physical Characteris cs Base Cost in $ Cumula ve Pla orm of

Physical Characteris cs Base Cost in $ Cumula ve Budget

Resource Alloca on by Market Resource Alloca on by Func on – Sonites Brands

Brand Revenues (M$) Brand Contribu on (M$)

Period 4 Period 3 Period 2 Period 1 Period 0 Cumula ve

Revenues & EBT Evolu on Cost Evolu on ‐ By Category (%Revenue)

SOFT SOLO SONG

Revenues Contribu on a er Marke ng

SOFT SOLO SONG

SOFT SOLO SONG

SOFT SOLO SONG

Specialty stores Mass Merch. Online Stores

SOFT SOLO SONG

The table below provides you with addi onal details such as planned produc on versus the actual one, and the inventory levels at the beginning and at the end of

SOFT SOLO SONG

SOFT SOLO SONG

Available Physical Characteris cs Base Cost in $ Cumula ve Pla orm of

Resource Alloca on by Market Resource Alloca on by Func on – Sonites Brands

SOFT SOLO SONG

SOFT SOLO SONG

SOFT SOLO SONG

SOFT SOLO SONG

SOFT SOLO SONG

Brand Revenues (M$) Brand Contribu on (M$)

Period 4 Period 3 Period 2 Period 1 Period 0 Cumula ve

Revenues & EBT Evolu on Cost Evolu on ‐ By Category (%Revenue)

TONE TOPS TOXIC

Revenues Contribu on a er Marke ng

TONE TOPS TOXIC

TONE TOPS TOXIC

TONE TOPS TOXIC

Specialty stores Mass Merch. Online Stores

TONE TOPS TOXIC