FINANCIAL REPORT – FIRM L – PERIOD 7

Company Profit & Loss Statement

Period 0 Period 1
Revenues 49,668 47,543
Cost of goods sold -30,048 -25,413
Inventory holding costs -127 -114
Inventory selling costs 0 0
Contribution before marketing 19,493 22,015
Advertising media -3,840 -4,050
Advertising research -160 -1,150
Commercial team costs -1,224 -1,248
Contribution after marketing 14,269 15,567
Market research studies -245 -375
Research and development 0 0
Loan reimbursed 0 0
Loan received 0 0
Interests paid 0 0
Exceptional costs or profits 0 0
Earnings before taxes 14,024 15,192
All numbers in thousands of dollars

Market Contribution
Sonites Vodites
Revenues 119,503 62,133
Cost of goods sold -54,229 -47,729
Inventory holding costs -16 0
Inventory selling costs 0 0
Contribution before marketing 65,257 14,403
Advertising media -7,700 -5,200
Advertising research -835 -520
Commercial team costs -2,707 -1,863
Contribution after marketing 54,015 6,821
Market research studies -528 -454
Research and development 0 0
Net contribution 53,487 6,367
All numbers in thousands of dollars

Product Contribution
LOCK LONE
Sonites Sonites
Revenues 43,547 33,151
Cost of goods sold -21,216 -13,898
Inventory holding costs 0 -16
Inventory selling costs 0 0
Contribution before marketing 22,331 19,237
Advertising media -2,900 -2,400
Advertising research -355 -240
 Commercial team costs -894 -869
Contribution after marketing 18,181 15,728
All numbers in thousands of dollars

Retail and Selling Prices

LOCK LONE
Sonites Sonites
Rec. retail price 180 480
Average retail price 165 462
Average selling price 114 300

Market Shares
LOCK LONE
Sonites Sonites
Market share - Unit 14.1% 4.1%
Market share - Value 8.3% 6.6%

Distribution Coverage and Volume Sold

Distribution Coverage (% o
Specialty Stores
LEAF Vodites 28%
LEAN Vodites 47%
LOCK Sonites 21%
LONE Sonites 36%
LOOP Sonites 38%

Sales, Production and Inventory

LOCK LONE
Sonites Sonites
Volume sold 383 110
Planned production 400 140
Actual production 383 112
Inventory at beginning of period 0 0
Inventory at end of period 0 2
All numbers in thousands of units

Unit Cost, COGS and Inventory Holding Cost

LOCK LONE
Sonites Sonites
Volume sold 383 110
Unit cost (current) 55 126
Unit cost (average) 55 126
 Cost of goods sold 21,216 13,898
Inventory at end of period 0 2
Inventory holding costs 0 16
All numbers in thousand of units, except unit costs in $ and Cost of goods sold in thousands of dollars

Research and Development Projects

Available since
MARKET : Sonites # Features
Period
POLOOPCRP5 5 10
POLOCKCRP4 4 8
POLONE 2 16
POLOCK 0 8
POLOOP 0 14

Unit costs are given in $. Cumulative budget and Budget required for completion are given in thousands of $

Available since
MARKET : Vodites Resolution
Period
PELEAF 4 48
PELEAN 3 73
PELEAP 51
PELEAD 73

Unit costs are given in $. Cumulative budget and Budget required for completion are given in thousands of $
Period 2 Period 3 Period 4 Period 5 Period 6 Period 7
52,176 60,274 84,291 130,998 154,802 181,635
-26,479 -38,879 -51,351 -76,022 -87,820 -101,958
-144 -1,524 -711 -1,412 -525 -16
0 0 0 0 0 0
25,553 19,870 32,230 53,564 66,457 79,660
-4,338 -5,434 -7,072 -6,755 -11,195 -12,900
-950 -800 -300 -10 -660 -1,355
-1,655 -2,914 -2,491 -2,707 -4,196 -4,570
18,609 10,722 22,367 44,091 50,406 60,835
-388 -553 -597 -620 -733 -1,019
-14,212 -9,780 -4,170 -940 0 0
0 0 0 0 0 0
0 0 0 0 0 0
0 0 0 0 0 0
0 0 0 0 0 0
4,010 390 17,600 42,531 49,673 59,816

LOOP LEAF LEAN

Sonites Vodites Vodites
42,804 30,345 31,788
-19,115 -26,484 -21,246
0 0 0
0 0 0
23,690 3,861 10,542
-2,400 -2,800 -2,400
-240 -280 -240
 -944 -894 -969
20,106 -113 6,933

LOOP LEAF LEAN

Sonites Vodites Vodites
400 380 520
385 356 510
251 241 320

LOOP LEAF LEAN

Sonites Vodites Vodites
6.3% 10.9% 8.6%
8.6% 8.7% 9.6%

Distribution Coverage (% outlets) Volume sold

Mass Merch. Online Stores Specialty Stores Mass Merch. Online Stores
44% 36% 27,643 61,082 37,275
17% 28% 71,650 10,041 17,767
47% 27% 36,614 289,003 56,973
25% 31% 52,202 26,735 31,430
27% 35% 82,342 36,174 52,355

Total Number of Outlets 8,667 7,000 1,167

LOOP LEAF LEAN

Sonites Vodites Vodites
171 126 99
195 105 60
166 126 72
5 0 27
0 0 0

LOOP LEAF LEAN

Sonites Vodites Vodites
171 126 99
111 210 211
112 210 214
 19,115 26,484 21,246
0 0 0
0 0 0
oods sold in thousands of dollars

Desired base Minimum base

Design Battery Display PPower
cost cost
8 46 24 68 154 153
6 25 17 33 89 89
8 69 32 76 181 179
3 46 20 13 100 60
7 67 27 71 256 163

completion are given in thousands of $. Physical characteristics are given in the appropriate units: Kg, kHz, hours, etc.

Desired base Minimum base

Energy Carbon Connectivity Apps
cost cost
65 25 5 48 254 253
48 24 7 53 285 284
50 10 10 27 304 304
48 31 7 53 275 275

completion are given in thousands of $. Physical characteristics are given in the appropriate units: Kg, kHz, hours, etc.
Cumulative
761,388
-437,972
-4,574
0
318,842
-55,585
-5,385
-21,006
236,866
-4,529
-29,102
0
0
0
0
203,235
Required budget Cumulative
for completion allocated budget
0 940
0 1,430
0 1,500
0 1,500
0 2,000

Required budget Cumulative

for completion allocated budget
0 2,740
0 9,780
100 5,793
100 6,919
INDUSTRY DASHBOARD – PERIOD 7

Share Price Net

Period Firm Revenues
Index contribution
7 L 1,577 181,635 59,816
7 M 1,431 117,225 36,817
7 R 3,016 323,651 131,386
7 S 1,119 73,813 18,383
7 T 1,450 152,985 35,216
6 L 1,554 154,802 49,673
6 M 1,610 119,793 37,566
6 R 2,017 174,272 63,757
6 S 1,018 51,048 7,512
6 T 1,550 141,602 34,459
5 L 1,435 130,998 42,531
5 M 1,300 75,781 25,027
5 R 1,752 148,929 45,202
5 S 1,018 47,202 19,375
5 T 1,543 136,637 40,912
4 L 1,095 84,291 17,600
4 M 1,125 56,494 27,504
4 R 1,600 115,021 24,608
4 S 1,183 44,241 16,698
4 T 1,451 104,490 21,391
3 L 884 60,274 390
3 M 915 43,697 17,153
3 R 1,506 108,313 29,483
3 S 1,427 56,591 25,261
3 T 1,612 109,131 31,539

Revenues, Net Contribution and Retail sales are given in thousands of dollars. Volume sold is given in thousa
 Market share - Market share -
Retail sales Volume sold
Value Unit
21.5% 275,529 23.1% 889
13.7% 175,580 16.4% 634
37.8% 485,907 34.1% 1,317
8.6% 109,798 8.9% 345
18.5% 237,059 17.4% 673
24.3% 237,823 22.1% 652
18.4% 179,965 22.3% 656
27.0% 264,496 25.9% 762
7.8% 76,476 9.0% 266
22.4% 219,335 20.7% 608
24.6% 203,157 20.8% 524
13.6% 112,134 19.9% 501
27.6% 227,985 27.5% 691
8.5% 70,283 9.0% 226
25.7% 212,367 22.7% 570
21.0% 130,204 19.1% 367
13.4% 83,202 19.0% 366
28.6% 177,764 28.2% 543
10.7% 66,272 10.7% 206
26.3% 163,430 23.0% 444
15.8% 92,325 17.9% 317
11.1% 64,542 14.6% 260
29.0% 168,922 28.4% 503
14.9% 87,017 13.0% 230
29.2% 170,203 26.2% 464

ollars. Volume sold is given in thousands of units.

MARKET REPORT – Sonites MARKET – PERIOD 7
Retail Sales and Volume Sold
Launched in Market share -
MARKET : Sonites Retail sales
Period Value
LOCK 0 8.3% 63,151
LONE 3 6.6% 50,939
LOOP 0 8.6% 65,854
MODE 6 1.2% 9,232
MORE 6 3.9% 29,600
MOST 0 8.5% 64,497
MOVE 0 4.5% 34,841
ROCK 0 18.3% 140,163
ROPE 4 16.6% 127,057
SOFT 0 4.3% 32,481
TONE1 4 4.4% 33,958
TOPS 0 7.7% 59,720
TOSH 5 7.1% 54,083

Retail sales are given in thousands of dollars. Volume sold is given in thousands of units. Retail price and Bas
If the table above is empty, it means that no offerings are marketed yet in the Sonites market

Physical Characteristics
Launched in
MARKET : Sonites # Features Design Index
Period
LOCK 0 8 6
LONE 3 16 8
LOOP 0 10 8
MODE 6 14 5
MORE 6 9 8
MOST 0 8 5
MOVE 0 15 6
ROCK 0 15 8
ROPE 4 5 8
SOFT 0 5 3
TONE1 4 16 7
TOPS 0 5 6
TOSH 5 8 7

Retail price and Base cost are given in dollar. Physical characteristics are given in the appropriate units: Kg,
If the table above is empty, it means that no offerings are marketed yet in the Sonites market
 Market share - Rec. retail
Variation Volume sold Variation Base Cost
Unit price
33,415 14.1% 382,590 202,590 180 87
-2,318 4.1% 110,367 -9,633 480 177
-16,743 6.3% 170,871 -23,835 400 151
510 1.1% 29,765 1,537 320 181
9,381 4.1% 112,129 35,748 280 154
-14,813 11.7% 317,805 -71,851 220 92
-1,901 3.5% 95,793 -207 380 132
15,396 13.2% 356,545 23,730 410 184
42,387 17.7% 480,000 170,731 280 154
1,416 6.0% 160,975 7,373 220 57
-9,562 3.5% 95,110 -17,901 370 166
-16,982 6.6% 177,293 -61,824 345 184
18,982 8.0% 216,000 75,960 265 159

ousands of units. Retail price and Base cost are given in dollar.
in the Sonites market

Rec. retail
Battery Life Display Size Proc. Power Base Cost
price
25 17 33 180 89
69 32 76 480 181
46 24 68 400 154
84 34 85 320 185
54 27 68 280 157
53 11 10 220 94
75 23 52 380 135
74 33 81 410 188
41 30 70 280 157
49 8 13 220 58
74 24 75 370 169
75 38 87 345 188
47 29 75 265 162

e given in the appropriate units: Kg, kHz, hours, etc.

in the Sonites market
MARKET REPORT – Vodites MARKET – PERIOD 7
Retail Sales and Volume Sold
Launched in Market share -
MARKET : Vodites Retail sales
Period Value
LEAF 5 8.7% 44,851
LEAN 4 9.6% 50,734
MEET 6 7.2% 37,410
REAL 5 42.3% 218,687
SELL 7 5.6% 29,128
SESEND 3 9.4% 48,188
TEIN 4 17.1% 89,298

Retail sales are given in thousands of dollars. Volume sold is given in thousands of units. Retail price and Bas
If the table above is empty, it means that no offerings are marketed yet in the Vodites market

Physical Characteristics
MARKET : Vodites Launched in Resolution Energy
Period Efficiency
LEAF 5 48 65
LEAN 4 73 48
MEET 6 70 60
REAL 5 47 64
SELL 7 70 58
SESEND 3 50 35
TEIN 4 80 63

Retail price and Base cost are given in dollar. Physical characteristics are given in the appropriate units: Kg,
If the table above is empty, it means that no offerings are marketed yet in the Vodites market
 Market share - Rec. retail
Variation Volume sold Variation Base Cost
Unit price
17,437 10.9% 126,000 53,178 380 249
5,915 8.6% 99,457 14,914 520 279
2,438 6.8% 78,275 12,276 500 280
163,627 41.7% 480,000 360,000 485 247
6.6% 75,720 400 268 New
18,913 9.4% 108,000 43,404 475 213
25,287 16.0% 184,283 68,031 500 305

ousands of units. Retail price and Base cost are given in dollar.
in the Vodites market

Carbon Connectivity No. of Apps Rec. retail Base Cost

Footprint price
25 5 48 380 254
24 7 53 520 285
20 6 40 500 286
24 5 47 485 252
32 6 56 400 274
20 5 33 475 217
20 7 40 500 311

e given in the appropriate units: Kg, kHz, hours, etc.

in the Vodites market
INDUSTRY BENCHMARKING – PERIOD 7
If the tables below are empty, it means that the Benchmarking study was not purchased this period

Company Profit & Loss Statements

L M R
Revenues 181,635 117,225 323,651
Cost of goods sold -101,958 -63,883 -167,811
Inventory holding costs -16 -1,624 0
Inventory selling costs 0 0 0
Contribution before marketing 79,660 51,718 155,840
Advertising media -12,900 -7,615 -15,000
Advertising research -1,355 -741 -2,399
Commercial team costs -4,570 -5,837 -6,036
Contribution after marketing 60,835 37,525 132,405
Market research studies -1,019 -708 -1,019
Research and development 0 0 0
Interests paid 0 0 0
Exceptional costs or profits 0 0 0
Earnings before taxes 59,816 36,817 131,386
All numbers in thousands of dollars

Company Profit & Loss Statements by Market

MARKET : Sonites L M R
Revenues 119,503 92,722 176,159
Cost of goods sold -54,229 -43,827 -91,313
Inventory holding costs -16 -1,588 0
Inventory selling costs 0 0 0
Contribution before marketing 65,257 47,307 84,847
Advertising media -7,700 -5,600 -10,000
Advertising research -835 -541 -1,500
Commercial team costs -2,707 -4,918 -4,024
Contribution after marketing 54,015 36,248 69,323
Market research studies -528 -391 -528
Research and development 0 0 0
Net contribution 53,487 35,857 68,795
All numbers in thousands of dollars

MARKET : Vodites L M R
Revenues 62,133 24,502 147,491
Cost of goods sold -47,729 -20,056 -76,498
Inventory holding costs 0 -35 0
Inventory selling costs 0 0 0
Contribution before marketing 14,403 4,411 70,993
Advertising media -5,200 -2,015 -5,000
Advertising research -520 -200 -899
Commercial team costs -1,863 -919 -2,012
Contribution after marketing 6,821 1,277 63,082
Market research studies -454 -280 -454
Research and development 0 0 0
Net contribution 6,367 997 62,629
All numbers in thousands of dollars
 S T
73,813 152,985
-43,901 -102,788
-316 -1,009
0 -196
29,597 48,992
-6,800 -8,082
-502 -800
-3,130 -4,372
19,165 35,738
-783 -522
0 0
0 0
0 0
18,383 35,216

S T
22,397 95,787
-5,116 -54,087
-316 -1,009
0 0
16,965 40,691
-2,400 -5,700
-192 -600
-1,043 -3,254
13,330 31,137
-410 -292
0 0
12,920 30,845

S T
51,416 57,198
-38,784 -48,701
0 0
0 -196
12,632 8,301
-4,400 -2,382
-310 -200
-2,086 -1,118
5,835 4,601
 -336 -230
0 0
5,500 4,371
CONSUMER SURVEY – Sonites MARKET – PERIOD 7
If some of the tables below are empty, it means that the corresponding study was not purchased this period, or that n

Brand Awareness
MARKET : Sonites Average Explorers
LOCK L 41% 33%
LONE L 23% 25%
LOOP L 45% 50%
MODE M 12% 35%
MORE M 14% 14%
MOST M 61% 55%
MOVE M 47% 49%
ROCK R 53% 59%
ROPE R 41% 42%
SOFT S 52% 45%
TONE1 T 29% 32%
TOPS T 44% 77%
TOSH T 24% 24%

Purchase Intentions
MARKET : Sonites Average Explorers
LOCK L 13.7% 0.3%
LONE L 5.0% 1.6%
LOOP L 7.2% 2.8%
MODE M 1.3% 10.8%
MORE M 2.6% 0.6%
MOST M 9.1% 0.3%
MOVE M 4.4% 1.3%
ROCK R 10.0% 5.0%
ROPE R 19.5% 1.5%
 SOFT S 6.3% 0.3%
TONE1 T 4.4% 1.8%
TOPS T 6.5% 72.8%
TOSH T 10.0% 0.9%

Total 100% 100%

Shopping Habits
MARKET : Sonites Explorers Shoppers
Mass Merch. 17% 41%
Online Stores 22% 24%
Specialty Stores 62% 35%

Total 100% 100%

CONSUMER PANEL – Sonites MARKET – PERIOD 7

Market Shares by Consumer Segment (based on volume)
MARKET : Sonites Total Explorers
LOCK L 14.1% 0.2%
LONE L 4.1% 1.2%
LOOP L 6.3% 2.3%
MODE M 1.1% 9.4%
MORE M 4.1% 0.8%
MOST M 11.7% 0.3%
MOVE M 3.5% 1.0%
ROCK R 13.2% 5.8%
ROPE R 17.7% 1.2%
SOFT S 6.0% 0.2%
TONE1 T 3.5% 1.4%
TOPS T 6.6% 75.7%
 TOSH T 8.0% 0.6%

Total 100% 100%

Volume Sold by Consumer Segment

MARKET : Sonites Total Explorers
LOCK L 382,590 373
LONE L 110,367 2,144
LOOP L 170,871 4,246
MODE M 29,765 17,417
MORE M 112,129 1,495
MOST M 317,805 557
MOVE M 95,793 1,763
ROCK R 356,545 10,623
ROPE R 480,000 2,164
SOFT S 160,975 338
TONE1 T 95,110 2,503
TOPS T 177,293 139,632
TOSH T 216,000 1,127
 Total 2,705,243 184,382
All numbers in thousands of units

DISTRIBUTION PANEL – Sonites MARKET – PERIOD 7

Sales and Market Shares by Channel (based on volume)
Market share - Unit
MARKET : Sonites
Specialty Stores Mass Merch.
LOCK L 4.2% 23.9%
LONE L 6.0% 2.2%
LOOP L 9.4% 3.0%
MODE M 1.9% 0.4%
MORE M 4.1% 4.3%
MOST M 4.8% 18.0%
MOVE M 4.6% 2.2%
ROCK R 17.9% 7.8%
ROPE R 18.3% 16.9%
SOFT S 1.8% 10.0%
TONE1 T 5.3% 1.5%
TOPS T 13.4% 1.9%
TOSH T 8.3% 7.8%

Total 100% 100%

Distribution Coverage and Number of Outlets in each Channel

Distribution Coverage (% outlets)
MARKET : Sonites
Specialty Stores Mass Merch.
LOCK L 21% 47%
 LONE L 36% 25%
LOOP L 38% 27%
MODE M 37% 18%
MORE M 31% 34%
MOST M 42% 60%
MOVE M 32% 30%
ROCK R 54% 44%
ROPE R 50% 54%
SOFT S 21% 48%
TONE1 T 37% 23%
TOPS T 50% 22%
TOSH T 35% 39%

SEMANTIC SCALES – Sonites MARKET – PERIOD 7

Brand Perceptions - On a scale from 1 (Low) to 7 (High)
MARKET : Sonites # Features Design Index
LOCK L 2.1 3.1
LONE L 5.5 5.7
LOOP L 3.2 5.5
MODE M 4.7 2.3
MORE M 2.6 5.7
MOST M 2.0 2.7
MOVE M 5.3 3.2
ROCK R 5.2 5.5
ROPE R 1.5 5.1
SOFT S 1.5 1.5
TONE1 T 5.5 5.3
TOPS T 1.5 3.3
TOSH T 2.1 5.0
Ideal Values for each Segment - On a scale from 1 (Low) to 7 (High)
Segment Period # Features Design Index
Explorers 7 4.1 3.0
High Earners 7 3.2 5.4
Professionals 7 4.4 5.3
Savers 7 2.8 4.0
Shoppers 7 2.4 5.0
Explorers 6 4.2 2.7
High Earners 6 3.2 5.5
Professionals 6 4.5 5.3
Savers 6 2.8 4.0
Shoppers 6 2.3 5.1
Explorers 5 4.3 2.5
High Earners 5 3.2 5.6
Professionals 5 4.6 5.3
Savers 5 2.7 4.0
Shoppers 5 2.2 5.2
Explorers 4 4.4 2.2
High Earners 4 3.2 5.6
Professionals 4 4.8 5.3
Savers 4 2.7 4.0
Shoppers 4 2.1 5.2
Explorers 3 4.5 2.0
High Earners 3 3.2 5.7
Professionals 3 5.0 5.4
Savers 3 2.6 3.9
Shoppers 3 2.0 5.2
 Importance of characteristics
# Features Design Index
On a scale from 1 (not important) to 10 (very important). 1.4 3.6

MULTIDIMENSIONAL SCALING – Sonites MARKET – PERIOD 7

Brand Perceptions - On a scale from -20 (Low) to +20 (High)
Building a perceptual map requires many data points. Hence, this study will not be available until several brands

MARKET : Sonites Economy Performance

LOCK L 13 -9
LONE L -11 11
LOOP L -9 5
MODE M 3 13
MORE M 6 6
MOST M 12 -16
MOVE M -8 -1
ROCK R -10 12
ROPE R 8 8
SOFT S 12 -14
TONE1 T -9 6
TOPS T 0 14
TOSH T 9 9

Ideal Values for each Segment - On a scale from -20 (Low) to +20 (High)
Segment Period Economy Performance
Explorers 7 -2 13
High Earners 7 -8 1
 Professionals 7 -12 12
Savers 7 13 -8
Shoppers 7 9 9
Explorers 6 -2 14
High Earners 6 -9 2
Professionals 6 -11 12
Savers 6 13 -8
Shoppers 6 8 9
Explorers 5 -1 14
High Earners 5 -9 3
Professionals 5 -10 12
Savers 5 13 -9
Shoppers 5 8 8
Explorers 4 0 14
High Earners 4 -9 3
Professionals 4 -9 11
Savers 4 13 -10
Shoppers 4 7 6
Explorers 3 1 14
High Earners 3 -10 4
Professionals 3 -8 11
Savers 3 13 -10
Shoppers 3 7 4

Influence of Product Characteristics on Perceptual Dimensions

MARKET : Sonites Economy Performance
# Features - -
Design Index - -
Battery Life - -
Display Size - Moderate
Proc. Power - Very Strong
Price Strong -

COMPETITIVE ADVERTISING – Sonites MARKET – PERIOD 7

Estimated Advertising Expenditures (in thousand dollars) – By Firm and Consumer Segmen
MARKET : Sonites Total Explorers
L 8,360 720
M 6,230 1,200
R 11,520 1,040
S 2,550 220
T 6,270 1,360
 Total 34,930 4,540
All numbers in thousands of dollars

Estimated Advertising Expenditures (in thousand dollars) – By Brand and Consumer Segme
MARKET : Sonites Total Explorers
LOCK L 3,200 280
LONE L 2,580 220
LOOP L 2,580 220
MODE M 1,150 710
MORE M 1,670 160
MOST M 2,310 220
MOVE M 1,100 110
ROCK R 5,760 520
ROPE R 5,760 520
SOFT S 2,550 220
TONE1 T 1,960 170
TOPS T 1,600 960
TOSH T 2,710 230

Total 34,930 4,540

All numbers in thousands of dollars

Estimated Communication Dimensions and Message Quality

Communication Message Quality
MARKET : Sonites
Dimensions
LOCK L Price Excellent
LOOP L Price Good
LONE L Price Good
MOST MPrice & # Features Poor
MOVE M Battery & Display Average
MODE MPrice & # Features Poor
MORE MPrice & # Features Poor
 ROCK Rice & Proc. Power Excellent
ROPE R Price & Design Excellent
SOFT Sce & Performance Average
TOSH Titans Display & Design Excellent
TOPS TitansFeatures & Design Average
TONE1 Titans Price & Design Good

COMPETITIVE COMMERCIAL TEAMS – Sonites MARKET – PERIOD 7

Estimated Commercial Team Size (in full-time equivalent) – By Firm and Channel
MARKET : Sonites Total Specialty Stores
L 109 43
M 198 71
R 162 66
S 40 8
T 131 68

Total 640 256

Estimated Commercial Team Size (in full-time equivalent) – By Brand and Channel
MARKET : Sonites Total Specialty Stores
LOCK L 36 8
LONE L 35 17
LOOP L 38 18
MODE M 37 20
MORE M 36 14
MOST M 88 22
MOVE M 37 15
ROCK R 81 36
 ROPE R 81 30
SOFT S 40 8
TONE1 T 36 18
TOPS T 55 35
TOSH T 40 15

Total 640 256

ADVERTISING EXPERIMENT – Sonites MARKET – PERIOD 7

Expected Change in Brand Awareness
MARKET : Sonites Explorers Shoppers
LOCK L 1.0% 0.3%
LONE L 1.0% 0.3%
LOOP L 0.6% 0.2%

Expected Change in unit Market Share (%U)

MARKET : Sonites Explorers Shoppers
LOCK L 0.0% 0.0%
LONE L 0.0% 0.0%
LOOP L 0.0% 0.0%

Expected Change in Contribution (in K$)

MARKET : Sonites
LOCK L 702
LONE L 215
LOOP L 454
 Total 1,371

COMMERCIAL TEAM EXPERIMENT – Sonites MARKET – PERIOD 7

Expected Change in Number of Distributors
MARKET : Sonites Specialty Stores Mass Merch.
LOCK L 112 147
LONE L 146 125
LOOP L 146 129

Expected Change in unit Market Share (%U)

MARKET : Sonites Specialty Stores Mass Merch.
LOCK L 0.2% 0.7%
LONE L 0.2% 0.1%
LOOP L 0.3% 0.2%

Expected Change in Contribution (in K$)

MARKET : Sonites
LOCK L 967
LONE L 1,076
LOOP L 1,207

Total 3,250

MARKET FORECAST – Sonites MARKET – PERIOD 7

Expected Market Size and Growth Rate by Consumer Segment
Market Size (in thousands of units)

MARKET : Sonites Period 7 Period 8

Explorers 184 169

Shoppers 796 853
Professionals 415 381
High Earners 353 342
Savers 957 1,073
Total 2,705 2,818
If the market is not created yet, the table above shows the potential market size in one and five periods, if a

CONJOINT ANALYSIS – Sonites MARKET – PERIOD 7

Relative Importance of Price and Physical Characteristics
MARKET : Sonites Explorers Shoppers
 Design 7.7% 23.4%
Display Size 9.8% 2.4%
Proc. Power 33.1% 29.6%
Price 49.4% 44.7%
Total 100.0% 100.1%

Levels and Utilities

Design
MARKET : Sonites Level Utility
Explorers 4 0.39
5 0.51
6 0.55
7 0.54
Shoppers 6 0.15
7 0.61
8 0.68
9 0.67
Professionals 7 0.45
8 0.59
9 0.59
10 0.53
High Earners 7 0.40
8 0.50
9 0.50
10 0.49
Savers 5 0.37
6 0.72
7 0.81
8 0.79
urchased this period, or that no offerings are marketed yet in the Sonites market

Shoppers Professionals High Earners Savers

37% 32% 32% 53%
17% 54% 20% 15%
42% 54% 68% 34%
11% 12% 12% 9%
19% 12% 12% 11%
60% 51% 50% 71%
47% 59% 61% 35%
49% 77% 59% 43%
62% 34% 33% 30%
47% 42% 42% 66%
22% 35% 57% 21%
41% 52% 47% 35%
38% 19% 19% 16%

Shoppers Professionals High Earners Savers

0.6% 0.1% 0.4% 40.3%
0.2% 32.6% 2.1% 0.5%
0.7% 2.3% 40.4% 1.4%
0.9% 0.1% 0.4% 0.6%
6.5% 0.1% 0.4% 1.4%
0.6% 0.1% 0.5% 26.6%
0.7% 0.6% 22.8% 1.8%
0.7% 61.3% 5.4% 1.3%
56.9% 0.1% 0.8% 3.7%
 0.5% 0.1% 0.4% 18.2%
0.3% 2.0% 24.3% 0.8%
2.0% 0.5% 1.6% 1.6%
29.4% 0.1% 0.4% 1.8%

100% 100% 100% 100%

Professionals High Earners Savers

30% 24% 63%
28% 31% 20%
42% 45% 17%

100% 100% 100%

Shoppers Professionals High Earners Savers

0.6% 0.1% 0.4% 39.3%
0.2% 23.4% 1.9% 0.3%
0.7% 1.9% 40.9% 1.0%
0.8% 0.1% 0.4% 0.4%
11.1% 0.1% 0.7% 2.0%
0.8% 0.1% 0.7% 32.2%
0.6% 0.5% 21.3% 1.3%
1.0% 71.6% 7.8% 1.4%
56.0% 0.1% 0.8% 3.0%
0.5% 0.1% 0.3% 16.2%
0.3% 1.5% 22.6% 0.5%
2.2% 0.5% 2.0% 1.2%
 25.3% 0.1% 0.3% 1.3%

100% 100% 100% 100%

Shoppers Professionals High Earners Savers

4,927 331 1,324 375,635
1,324 97,297 6,610 2,992
5,248 7,768 144,121 9,488
6,735 347 1,493 3,772
88,568 587 2,427 19,053
6,602 464 2,369 307,813
4,978 1,884 74,965 12,203
7,617 297,566 27,554 13,185
446,059 340 2,827 28,609
3,748 303 1,205 155,381
2,018 6,150 79,717 4,721
17,308 2,017 6,940 11,396
201,102 295 1,222 12,254
 796,234 415,349 352,774 956,502

Market share - Unit Volume sold

Online Stores Specialty Stores Mass Merch. Online Stores
9.1% 36,614 289,003 56,973
5.0% 52,202 26,735 31,430
8.4% 82,342 36,174 52,355
1.2% 16,902 5,425 7,438
3.9% 35,912 52,076 24,141
9.4% 42,046 216,983 58,776
4.7% 40,138 26,469 29,186
17.0% 156,500 93,654 106,391
18.5% 159,927 204,416 115,656
3.9% 15,446 121,112 24,417
5.0% 46,088 17,597 31,424
6.0% 116,611 23,163 37,519
7.8% 72,340 94,624 49,036

100% 0% 873,069 1,207,430 624,745 0

bution Coverage (% outlets) Number of Outlets

Online Stores Specialty Stores Mass Merch. Online Stores
27% 1,832 3,287 316
 31% 3,099 1,747 366
35% 3,260 1,887 403
34% 3,226 1,283 402
29% 2,702 2,362 334
51% 3,677 4,189 594
34% 2,783 2,095 392
55% 4,642 3,077 640
53% 4,358 3,789 620
29% 1,822 3,361 337
37% 3,206 1,586 433
40% 4,337 1,539 461
34% 3,038 2,717 394

Total Number of Outlets 8,667 7,000 1,167

Battery Life Display Size Proc. Power Price

1.5 3.1 2.5 2.1
4.9 5.8 5.6 5.7
3.0 4.5 4.9 5.3
6.1 6.1 5.9 3.6
3.4 5.0 4.9 3.1
3.4 2.1 1.5 2.1
5.0 4.3 3.7 5.3
5.4 5.9 5.7 5.5
2.3 5.5 5.0 2.7
3.0 1.8 1.9 2.2
5.3 4.4 5.1 5.4
5.1 6.2 6.1 4.0
2.8 5.3 5.3 2.7
Battery Life Display Size Proc. Power Price
5.0 5.8 6.1 4.4
3.1 3.8 4.4 5.3
4.7 5.9 5.8 5.8
2.0 3.4 2.6 2.1
2.9 5.3 5.4 2.7
5.1 5.8 6.1 4.2
3.2 3.9 4.5 5.3
4.7 5.8 5.8 5.6
1.9 3.3 2.5 2.1
3.0 5.2 5.4 2.8
5.3 5.8 6.2 4.1
3.2 4.0 4.6 5.3
4.8 5.8 5.7 5.5
1.9 3.1 2.4 2.1
3.0 5.0 5.2 2.8
5.4 5.9 6.2 4.0
3.3 4.1 4.7 5.4
4.9 5.7 5.7 5.3
1.9 3.0 2.3 2.1
3.0 4.8 5.0 2.9
5.6 5.9 6.2 3.9
3.4 4.3 4.7 5.5
4.9 5.6 5.6 5.3
1.8 2.9 2.3 2.1
3.0 4.6 4.7 2.9
 Battery Life Display Size Proc. Power Price
1.7 3.1 5.8 10.0

available until several brands are marketed in the category.

Convenience
-9
10
5
-5
6
-8
-2
10
1
-15
9
-3
2

Convenience
-4
5
 7
-3
2
-4
5
7
-4
3
-5
6
8
-4
3
-6
6
8
-4
3
-7
6
8
-4
3

Convenience
Slight
Strong
Slight
-
-
-

and Consumer Segment

Shoppers Professionals High Earners Savers
720 2,200 2,200 2,520
1,690 820 930 1,590
4,200 4,200 1,040 1,040
220 220 220 1,670
2,120 560 1,670 560
 8,950 8,000 6,060 7,380

d and Consumer Segment

Shoppers Professionals High Earners Savers
280 280 280 2,080
220 1,700 220 220
220 220 1,700 220
110 110 110 110
1,030 160 160 160
440 220 220 1,210
110 330 440 110
520 3,680 520 520
3,680 520 520 520
220 220 220 1,670
170 170 1,280 170
160 160 160 160
1,790 230 230 230

8,950 8,000 6,060 7,380

 – PERIOD 7
and Channel
Mass Merch. Online Stores
43 23
83 44
56 40
25 7
33 30

240 144 0

nd and Channel
Mass Merch. Online Stores
22 6
10 8
11 9
7 10
15 7
48 18
13 9
23 22
 33 18
25 7
8 10
8 12
17 8

240 144 0

Professionals High Earners Savers

0.6% 0.5% 1.1%
2.0% 0.5% 0.2%
0.3% 1.2% 0.2%

Professionals High Earners Savers

0.0% 0.0% 1.7%
0.9% 0.0% 0.0%
0.0% 1.4% 0.0%
PERIOD 7

Online Stores
36
37
38

Online Stores
0.7%
0.4%
0.5%

thousands of units) Market Growth (in % unit) Relative Market Size (in % of total size)
Total until Average until
Period 12 Period 8 Period 7 Period 8
Period 12 Period 12
116 -8.2% -37.3% -8.9% 6.8% 6.0%
1,078 7.1% 35.4% 6.3% 29.4% 30.3%
260 -8.2% -37.3% -8.9% 15.3% 13.5%
290 -3.1% -17.9% -3.9% 13.0% 12.1%
1,635 12.2% 70.9% 11.3% 35.4% 38.1%
3,379 4.2% 24.9% 4.6% 100.0% 100.0%
ize in one and five periods, if a brand were introduced next period.

Professionals High Earners Savers

 7.0% 5.8% 21.2%
2.9% 1.6% 2.6%
43.9% 31.8% 28.6%
46.2% 60.7% 47.6%
100.0% 99.9% 100.0%

Display Proc. Power Price

Level Utility Level Utility Level Utility
22 0.38 52 0.08 241 0.00
28 0.48 68 0.45 319 0.76
34 0.55 84 0.75 397 1.00
40 0.58 100 0.71 475 0.22
21 0.54 52 0.18 132 0.17
27 0.55 68 0.77 210 1.00
33 0.53 84 0.84 288 0.94
39 0.49 100 0.32 366 0.00
22 0.51 52 0.07 319 0.00
28 0.55 68 0.41 397 0.92
34 0.58 84 1.00 475 0.98
40 0.53 100 0.68 553 0.27
11 0.47 34 0.20 284 0.00
17 0.46 50 0.62 362 1.00
23 0.49 66 0.73 440 0.65
29 0.46 82 0.34 518 0.23
9 0.64 8 0.38 100 0.96
15 0.66 24 0.81 178 1.00
21 0.70 40 0.98 256 0.72
27 0.69 56 0.51 334 0.00
Size (in % of total size)

Period 12

3.4%
31.9%
7.7%
8.6%
48.4%
100.0%
CONSUMER SURVEY – Vodites MARKET – PERIOD 7
If some of the tables below are empty, it means that the corresponding study was not purchased this period, or that n

Brand Awareness
MARKET : Vodites Average Innovators
LEAF L 32% 24%
LEAN L 26% 62%
MEET M 24% 21%
REAL R 56% 44%
SELL S 15% 16%
SESEND S 47% 47%
TEIN T 40% 33%

Purchase Intentions
MARKET : Vodites Average Innovators
LEAF L 20.4% 1.4%
LEAN L 12.0% 61.3%
MEET M 6.3% 7.2%
REAL R 35.5% 2.9%
SELL S 6.0% 2.3%
SESEND S 6.8% 2.4%
TEIN T 13.0% 22.5%
 Total 100% 100%

Shopping Habits
MARKET : Vodites Innovators Early Adopters
Mass Merch. 13% 25%
Online Stores 20% 25%
Specialty Stores 67% 50%

Total 100% 100%

CONSUMER PANEL – Vodites MARKET – PERIOD 7

Market Shares by Consumer Segment (based on volume)
MARKET : Vodites Total Innovators
LEAF L 10.9% 0.8%
LEAN L 8.6% 49.2%
MEET M 6.8% 8.3%
REAL R 41.7% 3.8%
SELL S 6.6% 3.1%
SESEND S 9.4% 3.5%
TEIN T 16.0% 31.3%
 Total 100% 100%

Volume Sold by Consumer Segment

MARKET : Vodites Total Innovators
LEAF L 126,000 904
LEAN L 99,457 55,599
MEET M 78,275 9,423
REAL R 480,000 4,310
SELL S 75,720 3,493
SESEND S 108,000 3,927
TEIN T 184,283 35,360
 Total 1,151,735 113,016
All numbers in thousands of units

DISTRIBUTION PANEL – Vodites MARKET – PERIOD 7

Sales and Market Shares by Channel (based on volume)
Market share - Unit
MARKET : Vodites
Specialty Stores Mass Merch.
LEAF L 6.6% 14.7%
LEAN L 17.2% 2.4%
MEET M 8.1% 5.9%
REAL R 27.6% 52.1%
SELL S 8.8% 4.6%
SESEND S 6.2% 11.7%
TEIN T 25.5% 8.6%

Total 100% 100%

Distribution Coverage and Number of Outlets in each Channel

Distribution Coverage (% outlets)
MARKET : Vodites
Specialty Stores Mass Merch.
LEAF L 28% 44%
 LEAN L 47% 17%
MEET M 32% 40%
REAL R 48% 62%
SELL S 42% 26%
SESEND S 28% 41%
TEIN T 45% 30%

SEMANTIC SCALES – Vodites MARKET – PERIOD 7

Brand Perceptions - On a scale from 1 (Low) to 7 (High)
MARKET : Vodites Resolution Energy Efficiency
LEAF L 3.0 5.1
LEAN L 5.1 3.2
MEET M 5.1 4.6
REAL R 2.9 4.7
SELL S 4.9 4.5
SESEND S 3.4 2.7
TEIN T 5.6 4.4
Ideal Values for each Segment - On a scale from 1 (Low) to 7 (High)
Segment Period Resolution Energy Efficiency
Adopters 7 5.1 4.3
Followers 7 3.5 4.5
Innovators 7 5.6 3.8
Early Adopters 6 5.0 4.2
Followers 6 3.5 4.5
Innovators 6 5.5 3.7
Early Adopters 5 4.9 4.2
Followers 5 3.4 4.5
Innovators 5 5.4 3.6
Early Adopters 4 4.7 4.1
Followers 4 3.4 4.5
Innovators 4 5.3 3.4
Early Adopters 3 4.5 4.1
Followers 3 3.3 4.5
Innovators 3 5.1 3.3
 Importance of characteristics
Resolution Energy Efficiency
On a scale from 1 (not important) to 10 (very important). 5.9 4.9

MULTIDIMENSIONAL SCALING – Vodites MARKET – PERIOD 7

Brand Perceptions - On a scale from -20 (Low) to +20 (High)
Building a perceptual map requires many data points. Hence, this study will not be available until several brands

MARKET : Vodites Autonomy Sophistication

LEAF L -3 -4
LEAN L 2 5
MEET M 0 4
REAL R -4 -5
SELL S -2 3
SESEND S -7 -4
TEIN T 2 6

Ideal Values for each Segment - On a scale from -20 (Low) to +20 (High)
Segment Period Autonomy Sophistication
Adopters 7 4 5
Followers 7 -3 -2
 Innovators 7 6 6
Early Adopters 6 3 4
Followers 6 -3 -2
Innovators 6 5 6
Early Adopters 5 2 3
Followers 5 -3 -3
Innovators 5 4 5
Early Adopters 4 1 3
Followers 4 -3 -3
Innovators 4 3 5
Early Adopters 3 0 2
Followers 3 -3 -3
Innovators 3 3 4

Influence of Product Characteristics on Perceptual Dimensions

MARKET : Vodites Autonomy Sophistication
Price - -
Resolution Slight Very Strong
Energy Efficiency Slight -
Carbon Footprint - Slight
Connectivity Strong Slight
No. of Apps - Slight

COMPETITIVE ADVERTISING – Vodites MARKET – PERIOD 7

Estimated Advertising Expenditures (in thousand dollars) – By Firm and Consumer Segmen
MARKET : Vodites Total Innovators
L 5,680 2,310
M 2,200 330
R 5,890 880
S 4,790 740
T 2,550 380
 Total 21,110 4,640
All numbers in thousands of dollars

Estimated Advertising Expenditures (in thousand dollars) – By Brand and Consumer Segme
MARKET : Vodites Total Innovators
LEAF L 3,030 440
LEAN L 2,650 1,870
MEET M 2,200 330
REAL R 5,890 880
SELL S 2,390 370
SESEND S 2,400 370
TEIN T 2,550 380

Total 21,110 4,640

All numbers in thousands of dollars

Estimated Communication Dimensions and Message Quality

Communication Message Quality
MARKET : Vodites
Dimensions
LEAF L Connectivity Excellent
LEAN L Connectivity Good
MEET Mon & Connectivity Average
REAL Rice & Connectivity Excellent
SESEND Snnectivity & Price Average
SELL S Carbon Footprint Average
TEIN Titans Footprint & Apps Good
COMPETITIVE COMMERCIAL TEAMS – Vodites MARKET – PERIOD 7
Estimated Commercial Team Size (in full-time equivalent) – By Firm and Channel
MARKET : Vodites Total Specialty Stores
L 75 38
M 37 12
R 81 23
S 80 33
T 45 25

Total 318 131

Estimated Commercial Team Size (in full-time equivalent) – By Brand and Channel
MARKET : Vodites Total Specialty Stores
LEAF L 36 11
LEAN L 39 27
MEET M 37 12
REAL R 81 23
SELL S 40 22
SESEND S 40 11
TEIN T 45 25
 Total 318 131

ADVERTISING EXPERIMENT – Vodites MARKET – PERIOD 7

Expected Change in Brand Awareness
MARKET : Vodites Innovators Early Adopters
LEAF L 1.5% 1.0%
LEAN L 2.3% 0.9%

Expected Change in unit Market Share (%U)

MARKET : Vodites Innovators Early Adopters
LEAF L 0.0% 0.0%
LEAN L 1.0% 0.3%

Expected Change in Contribution (in K$)

MARKET : Vodites
LEAF L -616
LEAN L -526
 Total -1,142

COMMERCIAL TEAM EXPERIMENT – Vodites MARKET – PERIOD 7

Expected Change in Number of Distributors
MARKET : Vodites Specialty Stores Mass Merch.
LEAF L 115 145
LEAN L 109 90

Expected Change in unit Market Share (%U)

MARKET : Vodites Specialty Stores Mass Merch.
LEAF L 0.0% 0.0%
LEAN L 0.0% 0.1%

Expected Change in Contribution (in K$)

MARKET : Vodites
LEAF L -165
LEAN L -137

Total -302

MARKET FORECAST – Vodites MARKET – PERIOD 7

Expected Market Size and Growth Rate by Consumer Segment
Market Size (in thousands of units)

MARKET : Vodites Period 7 Period 8

Innovators 113 118

Early Adopters 283 294
Followers 756 1,101

Total 1,152 1,513

If the market is not created yet, the table above shows the potential market size in one and five periods, if a

CONJOINT ANALYSIS – Vodites MARKET – PERIOD 7

Relative Importance of Price and Physical Characteristics
MARKET : Vodites Innovators Early Adopters
 Connectivity 26.9% 21.1%
Energy Efficiency 9.4% 3.9%
Price 41.1% 51.7%
Resolution 22.7% 23.3%
Total 100.1% 100.0%

Levels and Utilities

Price
MARKET : Vodites Level Utility
Innovators 353 0.00
446 1.00
539 0.95
632 0.55
Early Adopters 311 0.00
404 1.00
497 0.75
590 0.37
Followers 264 0.00
357 0.59
450 1.00
543 0.32
urchased this period, or that no offerings are marketed yet in the Vodites market

Early Adopters Followers

20% 38%
25% 22%
30% 23%
38% 64%
28% 9%
32% 52%
53% 36%

Early Adopters Followers

2.6% 29.1%
21.1% 1.8%
16.2% 2.8%
4.9% 50.4%
13.4% 4.1%
2.8% 8.8%
39.0% 3.0%
 100% 100% 0% 0%

Followers
43%
30%
27%

100% 0% 0%

Early Adopters Followers

1.4% 16.0%
13.1% 0.9%
16.6% 2.9%
5.8% 60.7%
14.8% 4.0%
3.7% 12.4%
44.5% 3.1%
 100% 100% 0% 0%

Early Adopters Followers

3,857 121,239
37,073 6,785
47,043 21,809
16,375 459,315
41,779 30,448
10,567 93,507
125,854 23,068
 282,548 756,171 0 0

Market share - Unit Volume sold

Online Stores Specialty Stores Mass Merch. Online Stores
11.7% 27,643 61,082 37,275
5.6% 71,650 10,041 17,767
6.3% 33,689 24,522 20,064
46.4% 115,248 217,230 147,523
6.2% 36,914 19,171 19,634
10.5% 25,875 48,886 33,240
13.3% 106,219 35,658 42,406

100% 0% 417,237 416,589 317,909 0

bution Coverage (% outlets) Number of Outlets

Online Stores Specialty Stores Mass Merch. Online Stores
36% 2,457 3,046 419
 28% 4,057 1,170 329
35% 2,755 2,784 411
60% 4,198 4,305 697
33% 3,593 1,818 383
39% 2,388 2,891 451
37% 3,909 2,088 429

Total Number of Outlets 8,667 7,000 1,167

Carbon
Connectivity No. of Apps Price
Footprint
3.6 2.9 3.6 4.2
3.4 4.9 4.1 5.9
2.9 3.7 3.1 5.8
3.4 2.8 3.6 4.9
4.8 3.5 4.3 4.7
3.3 3.0 2.8 5.5
3.0 4.2 3.4 5.8
 Carbon
Connectivity No. of Apps Price
Footprint
4.7 4.7 4.5 5.1
2.9 3.3 3.4 4.5
4.0 5.3 4.0 5.7
4.7 4.5 4.5 5.2
3.0 3.2 3.4 4.5
4.0 5.2 3.9 5.8
4.8 4.4 4.4 5.3
3.1 3.2 3.4 4.6
4.1 5.1 3.9 6.0
4.8 4.2 4.4 5.4
3.3 3.2 3.3 4.6
4.2 5.0 3.8 6.1
4.9 4.0 4.3 5.4
3.4 3.1 3.3 4.7
4.3 4.9 3.7 6.2
 Carbon
Connectivity No. of Apps Price
Footprint
2.2 10.0 3.0 8.0

available until several brands are marketed in the category.

Economy
-1
-13
-12
-6
-5
-10
-12

Economy
-7
-3
 -11
-8
-3
-12
-9
-4
-13
-9
-4
-14
-10
-5
-14

Economy
Strong
-
-
-
-
-

and Consumer Segment

Early Adopters Followers
830 2,540
820 1,050
880 4,130
2,020 2,030
1,790 380
 6,340 10,130 0 0

d and Consumer Segment

Early Adopters Followers
440 2,150
390 390
820 1,050
880 4,130
1,650 370
370 1,660
1,790 380

6,340 10,130 0 0
 – PERIOD 7
and Channel
Mass Merch. Online Stores
21 16
16 9
35 23
27 20
10 10

109 78 0

nd and Channel
Mass Merch. Online Stores
16 9
5 7
16 9
35 23
9 9
18 11
10 10
 109 78 0

Followers
1.6%
0.4%

Followers
0.0%
0.0%
PERIOD 7

Online Stores
37
32

Online Stores
0.2%
0.3%

thousands of units) Market Growth (in % unit) Relative Market Size (in % of total size)
Total until Average until
Period 12 Period 8 Period 7 Period 8
Period 12 Period 12
28 4.0% -75.3% -24.4% 9.8% 7.8%
122 4.0% -56.7% -15.4% 24.6% 19.4%
2,156 45.6% 185.1% 23.3% 65.6% 72.8%

2,306 31.3% 100.2% 14.9% 100.0% 100.0%

ize in one and five periods, if a brand were introduced next period.

Followers
 31.9%
9.3%
42.5%
16.3%
100.0% 0.0% 0.0%

Resolution Energy Connectivity

Level Utility Level Utility Level Utility
60 0.32 31 0.69 7 0.71
73 0.83 46 0.70 8 0.90
86 0.87 61 0.63 9 0.65
99 0.47 76 0.48 10 0.24
53 0.28 36 0.54 6 0.39
66 0.68 51 0.57 7 0.74
79 0.73 66 0.51 8 0.64
92 0.42 81 0.49 9 0.33
35 0.36 38 0.56 5 0.67
48 0.66 53 0.55 6 0.78
61 0.62 68 0.45 7 0.42
74 0.27 83 0.34 8 0.03
Size (in % of total size)

Period 12

1.2%
5.3%
93.5%

100.0%