FINANCIAL REPORT – FIRM LavKush – PERIOD 3

Company Profit & Loss Statement

Period 0 Period 1
Revenues 54,637 83,640
Cost of goods sold -30,952 -39,022
Inventory holding costs -48 0
Inventory selling costs 0 0
Contribution before marketing 23,636 44,618
Advertising media -3,840 -5,500
Advertising research -160 -310
Commercial team costs -1,034 -1,945
Contribution after marketing 18,601 36,863
Market research studies -306 -568
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 18,295 35,311
All numbers in thousands of dollars

Market Contribution
Sonites Vodites
Revenues 95,170 0
Cost of goods sold -38,862 0
Inventory holding costs -331 0
Inventory selling costs 0 0
Contribution before marketing 55,977 0
Advertising media -5,000 0
Advertising research -200 0
Commercial team costs -3,144 0
Contribution after marketing 47,633 0
Market research studies -526 -460
Research and development -480 -8,096
Net contribution 46,627 -8,556
All numbers in thousands of dollars

Product Contribution
LOCK LOMike
Sonites Sonites
Revenues 10,074 19,747
Cost of goods sold -3,985 -12,891
Inventory holding costs -186 0
Inventory selling costs 0 0
Contribution before marketing 5,903 6,856
Advertising media -1,000 -1,000
Advertising research 0 -100
 Commercial team costs -891 -967
Contribution after marketing 4,011 4,789
All numbers in thousands of dollars

Retail and Selling Prices

LOCK LOMike
Sonites Sonites
Rec. retail price 230 310
Average retail price 220 298
Average selling price 153 206

Market Shares
LOCK LOMike
Sonites Sonites
Market share - Unit 4.4% 6.5%
Market share - Value 2.7% 5.3%

Distribution Coverage and Volume Sold

Distribution Coverage (% o
Specialty Stores
LOCK Sonites 41%
LOMike Sonites 46%
LOOP Sonites 56%

Sales, Production and Inventory

LOCK LOMike
Sonites Sonites
Volume sold 66 96
Planned production 130 80
Actual production 104 96
Inventory at beginning of period 0 0
Inventory at end of period 38 0
All numbers in thousands of units

Unit Cost, COGS and Inventory Holding Cost

LOCK LOMike
Sonites Sonites
Volume sold 66 96
Unit cost (current) 61 134
 Unit cost (average) 61 134
Cost of goods sold 3,985 12,891
Inventory at end of period 38 0
Inventory holding costs 186 0
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
POLOCKX 3 11
POMI 2 10
POLOOPCRP2 2 14
POLOOP 0 14
POLOCK 0 8

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

Available since
MARKET : Vodites Resolution
Period
PEVODT 3 70

Unit costs are given in $. Cumulative budget and Budget required for completion are given in thousands of $
Period 2 Period 3
98,511 95,170
-40,784 -38,862
0 -331
0 0
57,727 55,977
-5,500 -5,000
-230 -200
-2,296 -3,144
49,700 47,633
-578 -1,018
-1,900 -8,576
0 -94
572 8,183
-57 -876
0 0
47,737 44,382

LOOP
Sonites
65,350
-21,986
-145
0
43,219
-3,000
-100
 -1,286
38,832

LOOP
Sonites
530
510
354

LOOP
Sonites
12.5%
17.5%

Distribution Coverage (% outlets) Volume sold

Mass Merch. eCommerce eStore Specialty Stores Mass Merch. eCommerce
37% 35% 21,628 34,722 6,333
40% 37% 44,182 37,741 10,049
44% 55% 103,633 39,249 28,932

Total Number of Outlets 9,556 6,333 1,056

LOOP
Sonites
185
250
200
0
15

LOOP
Sonites
185
119
 119
21,986
15
145
oods sold in thousands of dollars

Desired base Minimum base

Design Index Battery Life Display Size Proc. Power
cost cost
7 48 15 21 92 71
7 45 30 60 136 126
7 67 27 71 143 142
7 67 27 71 223 142
3 46 20 13 87 52

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

Carbon Desired base Minimum base

Energy Efficiency Connectivity No. of Apps
Footprint cost cost
50 28 6 60 270 236

r completion are given in thousands of $. Physical characteristics are given in the appropriate units: Kg, kHz, hours, etc.
Cumulative
331,957
-149,620
-380
0
181,957
-19,840
-900
-8,420
152,798
-2,470
-10,476
-94
8,755
-933
0
145,725
eStore
2,965
4,028
12,944
 Required budget Cumulative
for completion allocated budget
0 480
0 950
0 850
0 2,000
0 1,500

hours, etc.

Required budget Cumulative

for completion allocated budget
0 8,196

hours, etc.
INDUSTRY DASHBOARD – PERIOD 3
Share Price Net
Period Firm Revenues
Index contribution
3 L 1,611 95,170 44,382
3 M 1,389 74,382 32,157
3 R 1,257 75,967 28,434
3 S 1,259 46,877 20,142
3 T 1,460 112,058 46,520
2 L 1,721 98,511 47,737
2 M 899 36,703 12,800
2 R 1,505 86,805 36,827
2 S 991 36,174 11,180
2 T 1,264 87,685 37,704
1 L 1,410 83,640 35,311
1 M 1,015 41,824 19,186
1 R 1,452 89,504 34,528
1 S 848 27,177 10,730
1 T 1,010 73,027 29,318
0 L 1,000 54,637 18,295
0 M 1,000 36,817 15,809
0 R 1,000 58,101 16,556
0 S 1,000 27,710 12,266
0 T 1,000 68,271 21,404

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
23.6% 137,294 22.4% 346
18.5% 107,932 21.5% 334
18.9% 109,890 15.2% 235
11.6% 67,289 18.2% 282
27.5% 160,017 22.7% 351
28.5% 142,686 27.5% 354
10.6% 53,254 15.3% 197
25.1% 125,368 19.3% 249
10.5% 52,305 16.6% 214
25.3% 126,616 21.2% 273
26.6% 121,596 26.6% 307
13.2% 60,414 17.4% 201
28.4% 130,073 22.4% 258
8.6% 39,560 13.2% 152
23.2% 106,148 20.4% 235
22.2% 79,458 21.3% 200
14.7% 52,727 19.7% 185
23.8% 85,238 18.4% 172
11.2% 40,025 16.9% 159
28.0% 100,068 23.7% 223

ollars. Volume sold is given in thousands of units.

MARKET REPORT – Sonites MARKET – PERIOD 3
Retail Sales and Volume Sold
Launched in Market share -
MARKET : Sonites Retail sales
Period Value
LOCK 0 2.7% 14,454
LOMike 3 5.3% 28,590
LOOP 0 17.5% 94,250
MORE 3 3.8% 20,771
MOSTCRP 3 4.2% 22,867
MOVE 0 1.7% 9,324
MOVED 3 10.1% 54,971
ROCK 0 15.8% 85,245
ROLL 0 4.1% 22,383
ROPE 3 0.4% 2,261
SOFT 0 8.0% 43,102
SOLO 0 3.2% 17,187
SOLO2 3 1.3% 7,001
TONE 0 14.8% 79,412
TOPS 0 4.3% 23,329
TOUNEx 3 2.6% 14,121

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 3
LOMike 3 10 7
LOOP 0 14 7
MORE 3 5 7
MOSTCRP 3 8 5
MOVE 0 13 4
MOVED 3 10 8
ROCK 0 16 7
ROLL 0 13 4
ROPE 3 16 7
SOFT 0 9 5
SOLO 0 7 8
SOLO2 3 10 7
TONE 0 16 7
TOPS 0 10 4
TOUNEx 3 10 4

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
-15,065 4.4% 65,647 -62,731 230 85
6.5% 96,000 310 133 New
-18,916 12.5% 184,759 -41,270 530 140
4.9% 72,000 299 101 New
8.1% 119,930 199 48 New
-10,314 1.9% 27,581 -16,760 350 125
7.7% 114,000 499 133 New
-6,919 11.4% 167,657 -13,748 530 216
-10,820 3.9% 58,094 -9,469 400 161
0.6% 9,539 250 216 New
19,553 14.2% 210,053 90,053 215 54
-11,569 3.7% 54,382 -39,445 330 89
1.2% 17,344 420 96 New
-12,889 10.6% 156,096 -32,006 530 144
-10,986 3.9% 57,621 -27,252 420 213
4.4% 65,538 225 100 New

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
46 20 13 230 87
45 30 60 310 136
67 27 71 530 143
34 25 47 299 103
53 11 10 199 49
82 17 30 350 128
53 26 67 499 136
78 33 75 530 220
78 36 91 400 164
78 33 75 250 220
49 15 13 215 55
60 11 20 330 91
48 15 45 420 98
74 24 75 530 147
35 38 95 420 217
50 24 50 225 102

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

in the Sonites market
MARKET REPORT – Vodites MARKET – PERIOD 3
Retail Sales and Volume Sold
Launched in Market share -
MARKET : Vodites Retail sales
Period Value
TECHx 3 100.0% 43,155

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
Launched in Energy
MARKET : Vodites Resolution
Period Efficiency
TECHx 3 70 33

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
100.0% 72,000 620 214 New

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

Carbon Rec. retail

Connectivity No. of Apps Base Cost
Footprint price
20 6 42 620 219

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

in the Vodites market
INDUSTRY BENCHMARKING – PERIOD 3
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 95,170 74,382 75,967
Cost of goods sold -38,862 -30,635 -34,648
Inventory holding costs -331 -446 -1,401
Inventory selling costs 0 0 -763
Contribution before marketing 55,977 43,301 39,155
Advertising media -5,000 -6,200 -4,605
Advertising research -200 -950 -151
Commercial team costs -3,144 -2,516 -2,352
Contribution after marketing 47,633 33,635 32,047
Market research studies -1,018 -1,018 -482
Research and development -8,576 -100 -3,000
Interests paid -876 0 -50
Exceptional costs or profits 0 -359 0
Earnings before taxes 44,382 32,157 28,434
All numbers in thousands of dollars

Company Profit & Loss Statements by Market

MARKET : Sonites L M R
Revenues 95,170 74,382 75,967
Cost of goods sold -38,862 -30,635 -34,648
Inventory holding costs -331 -446 -1,401
Inventory selling costs 0 0 -763
Contribution before marketing 55,977 43,301 39,155
Advertising media -5,000 -6,200 -4,605
Advertising research -200 -950 -151
Commercial team costs -3,144 -2,516 -2,352
Contribution after marketing 47,633 33,635 32,047
Market research studies -526 -526 -450
Research and development -480 0 -2,900
Net contribution 46,627 33,109 28,697
All numbers in thousands of dollars

MARKET : Vodites L M R
Revenues 0 0 0
Cost of goods sold 0 0 0
Inventory holding costs 0 0 0
Inventory selling costs 0 0 0
Contribution before marketing 0 0 0
Advertising media 0 0 0
Advertising research 0 0 0
Commercial team costs 0 0 0
Contribution after marketing 0 0 0
Market research studies -460 -460 0
Research and development -8,096 -100 -100
Net contribution -8,556 -560 -100
All numbers in thousands of dollars
 S T
46,877 112,058
-15,554 -51,654
-122 -810
0 0
31,201 59,594
-3,500 -5,500
-210 -400
-2,276 -3,122
25,215 50,571
-639 -1,018
-7,700 -5,210
-377 -1,269
0 0
20,142 46,520

S T
46,877 81,358
-15,554 -35,013
-122 -810
0 0
31,201 45,536
-3,500 -3,500
-210 -200
-2,276 -2,587
25,215 39,248
-433 -526
0 -700
24,782 38,023

S T
0 30,699
0 -16,642
0 0
0 0
0 14,058
0 -2,000
0 -200
0 -535
0 11,323
 -173 -460
-7,700 -4,510
-7,873 6,353
CONSUMER SURVEY – Sonites MARKET – PERIOD 3
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 Professional
LOCK L 67% 55%
LOMike L 47% 44%
LOOP L 87% 88%
MORE M 44% 36%
MOSTCRP M 52% 54%
MOVE M 77% 75%
MOVED M 50% 54%
ROCK R 84% 86%
ROLL R 73% 73%
ROPE R 10% 6%
SOFT S 63% 53%
SOLO S 78% 80%
SOLO2 S 29% 25%
TONE T 78% 83%
TOPS T 66% 64%
TOUNEx T 51% 38%

Purchase Intentions
MARKET : Sonites Average Professional
LOCK L 4% 0%
LOMike L 16% 1%
LOOP L 8% 19%
MORE M 6% 1%
MOSTCRP M 8% 0%
MOVE M 2% 2%
MOVED M 15% 20%
ROCK R 7% 25%
ROLL R 4% 6%
 ROPE R 1% 0%
SOFT S 12% 0%
SOLO S 3% 1%
SOLO2 S 1% 1%
TONE T 7% 20%
TOPS T 3% 3%
TOUNEx T 3% 1%

Total 0% 100%

Shopping Habits
MARKET : Sonites Professional Baby Boomers
eCommerce 16% 13%
eStore 6% 4%
Mass Merchandisers 23% 12%
Specialty Stores 54% 71%

Total 0% 100%

CONSUMER PANEL – Sonites MARKET – PERIOD 3

Market Shares by Consumer Segment (based on volume)
MARKET : Sonites Total Professional
LOCK L 4% 0%
LOMike L 7% 0%
LOOP L 13% 25%
MORE M 5% 1%
MOSTCRP M 8% 0%
MOVE M 2% 1%
MOVED M 8% 8%
ROCK R 11% 30%
ROLL R 4% 5%
ROPE R 1% 0%
SOFT S 14% 0%
SOLO S 4% 1%
 SOLO2 S 1% 1%
TONE T 11% 22%
TOPS T 4% 3%
TOUNEx T 4% 1%

Total 0% 0%

Volume Sold by Consumer Segment

MARKET : Sonites Total Professional
LOCK L 65,647 1,183
LOMike L 96,000 1,324
LOOP L 184,759 83,102
MORE M 72,000 1,675
MOSTCRP M 119,930 1,003
MOVE M 27,581 4,294
MOVED M 114,000 27,198
ROCK R 167,657 99,797
ROLL R 58,094 16,298
ROPE R 9,539 180
SOFT S 210,053 1,141
SOLO S 54,382 3,439
SOLO2 S 17,344 3,020
TONE T 156,096 73,319
TOPS T 57,621 9,318
TOUNEx T 65,538 1,871
 Total 0 0
All numbers in thousands of units

DISTRIBUTION PANEL – Sonites MARKET – PERIOD 3

Sales and Market Shares by Channel (based on volume)
Market share - Unit
MARKET : Sonites
Specialty Stores Mass Merch.
LOCK L 3% 7%
LOMike L 6% 7%
LOOP L 15% 8%
MORE M 5% 6%
MOSTCRP M 5% 14%
MOVE M 2% 2%
MOVED M 10% 5%
ROCK R 14% 6%
ROLL R 5% 2%
ROPE R 0% 1%
SOFT S 8% 25%
SOLO S 3% 5%
SOLO2 S 2% 1%
TONE T 12% 6%
TOPS T 5% 2%
TOUNEx T 4% 5%

Total 0% 100%

Distribution Coverage and Number of Outlets in each Channel

Distribution Coverage (% outlets)
MARKET : Sonites
Specialty Stores Mass Merch.
LOCK L 41% 37%
 LOMike L 46% 40%
LOOP L 56% 44%
MORE M 37% 31%
MOSTCRP M 39% 26%
MOVE M 34% 24%
MOVED M 43% 32%
ROCK R 55% 42%
ROLL R 38% 36%
ROPE R 7% 20%
SOFT S 38% 34%
SOLO S 39% 35%
SOLO2 S 43% 24%
TONE T 42% 32%
TOPS T 41% 27%
TOUNEx T 42% 32%

SEMANTIC SCALES – Sonites MARKET – PERIOD 3

Brand Perceptions - On a scale from 1 (Low) to 7 (High)
MARKET : Sonites # Features Design Index
LOCK L 2.1 1.5
LOMike L 2.9 4.8
LOOP L 4.7 4.8
MORE M 1.5 5.4
MOSTCRP M 2.1 2.3
MOVE M 4.3 1.6
MOVED M 2.9 5.8
ROCK R 5.5 4.8
ROLL R 4.3 1.6
ROPE R 5.5 4.8
SOFT S 1.8 3.4
SOLO S 1.7 5.7
SOLO2 S 2.9 4.8
 TONE T 5.5 4.8
TOPS T 2.9 1.6
TOUNEx T 2.9 1.8

Ideal Values for each Segment - On a scale from 1 (Low) to 7 (High)

Segment Period # Features Design Index
BabyBoomer 3 4.5 2.1
Gen-X 3 3.2 5.7
Gen-Z 3 2.6 4.0
Millennials 3 2.0 5.2
Professionals 3 5.0 5.3
Baby Boomers 2 4.6 2.0
Gen-X 2 3.2 5.8
Gen-Z 2 2.6 4.0
Millennials 2 1.9 5.3
Professionals 2 5.3 5.5
Baby Boomers 1 4.7 1.8
Gen-X 1 3.2 5.9
Gen-Z 1 2.5 3.9
Millennials 1 1.8 5.3
Professionals 1 5.5 5.6
Baby Boomers 0 4.7 1.7
Gen-X 0 3.2 6.1
Gen-Z 0 2.5 3.9
Millennials 0 1.8 5.3
Professionals 0 5.8 5.7
 Importance of characteristics
# Features Design Index
On a scale from 1 (not important) to 10 (very important). 1.3 3.0

MULTIDIMENSIONAL SCALING – Sonites MARKET – PERIOD 3

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 11 -13
LOMike L 6 5
LOOP L -15 7
MORE M 7 -2
MOSTCRP M 13 -13
MOVE M -7 -9
MOVED M -11 5
ROCK R -15 10
ROLL R -11 15
ROPE R 10 10
SOFT S 12 -15
SOLO S 3 -14
SOLO2 S -10 -6
TONE T -15 7
TOPS T -9 16
TOUNEx T 12 -1

Ideal Values for each Segment - On a scale from -20 (Low) to +20 (High)
Segment Period Economy Performance
BabyBoomer 3 2 14
Gen-X 3 -10 4
 Gen-Z 3 13 -10
Millennials 3 7 4
Professionals 3 -9 10
Baby Boomers 2 2 15
Gen-X 2 -11 5
Gen-Z 2 13 -11
Millennials 2 7 2
Professionals 2 -8 10
Baby Boomers 1 3 15
Gen-X 1 -11 5
Gen-Z 1 12 -11
Millennials 1 6 0
Professionals 1 -6 9
Baby Boomers 0 4 15
Gen-X 0 -11 6
Gen-Z 0 12 -12
Millennials 0 5 -1
Professionals 0 -5 8

Influence of Product Characteristics on Perceptual Dimensions

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

COMPETITIVE ADVERTISING – Sonites MARKET – PERIOD 3

Estimated Advertising Expenditures (in thousand dollars) – By Firm and Consumer Segmen
MARKET : Sonites Total Professional
L 5,150 1,150
M 7,200 1,500
R 4,740 1,030
S 3,740 570
T 3,630 740
 Total 24,460 4,990
All numbers in thousands of dollars

Estimated Advertising Expenditures (in thousand dollars) – By Brand and Consumer Segme
MARKET : Sonites Total Professional
LOCK L 1,000 100
LOMike L 1,050 170
LOOP L 3,100 880
MORE M 2,010 290
MOSTCRP M 2,440 600
MOVE M 1,010 130
MOVED M 1,740 480
ROCK R 3,090 880
ROLL R 1,200 100
ROPE R 450 50
SOFT S 550 50
SOLO S 2,120 360
SOLO2 S 1,070 160
TONE T 1,640 530
TOPS T 500 50
TOUNEx T 1,490 160

Total 0 4,990
All numbers in thousands of dollars

COMPETITIVE COMMERCIAL TEAMS – Sonites MARKET – PERIOD 3

Estimated Commercial Team Size (in full-time equivalent) – By Firm and Channel
MARKET : Sonites Total Specialty Stores
L 139 66
M 105 57
R 107 45
S 101 50
T 113 58
 Total 0 0

Estimated Commercial Team Size (in full-time equivalent) – By Brand and Channel
MARKET : Sonites Total Specialty Stores
LOCK L 39 18
LOMike L 43 20
LOOP L 57 28
MORE M 26 13
MOSTCRP M 23 14
MOVE M 24 13
MOVED M 31 17
ROCK R 57 28
ROLL R 37 15
ROPE R 12 2
SOFT S 33 15
SOLO S 33 15
SOLO2 S 35 20
TONE T 37 18
TOPS T 40 22
TOUNEx T 36 18

Total 0 276

ADVERTISING EXPERIMENT – Sonites MARKET – PERIOD 3

Expected Change in Brand Awareness
MARKET : Sonites Professional Baby Boomers
LOCK L 0.7% 0.6%
LOMike L 4.8% 4.3%
LOOP L 0.4% 1.0%

Expected Change in unit Market Share (%U)

MARKET : Sonites Professional Baby Boomers
 LOCK L 0.1% 0.0%
LOMike L 0.0% 0.3%
LOOP L 0.3% 0.3%

Expected Change in Contribution (in K$)

MARKET : Sonites
LOCK L -9
LOMike L -219
LOOP L 259

Total 0

COMMERCIAL TEAM EXPERIMENT – Sonites MARKET – PERIOD 3

Expected Change in Number of Distributors
MARKET : Sonites Specialty Stores Mass Merch.
LOCK L 180 115
LOMike L 222 133
LOOP L 174 118

Expected Change in unit Market Share (%U)

MARKET : Sonites Specialty Stores Mass Merch.
LOCK L 0.2% 0.4%
LOMike L 0.0% 0.0%
LOOP L 0.4% 0.3%

Expected Change in Contribution (in K$)

MARKET : Sonites
LOCK L 220
LOMike L -165
LOOP L 976

Total 0

MARKET FORECAST – Sonites MARKET – PERIOD 3

Expected Market Size and Growth Rate by Consumer Segment
Market Size (in thousands of units)
MARKET : Sonites Period 3 Period 4
 Profs 328 375
Baby Boomers 212 209
Gen-X 256 293
Millennials 217 293
Gen-Z 463 554
Total 0 1,724
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 3

Relative Importance of Price and Physical Characteristics
MARKET : Sonites Professional Baby Boomers
Design 2.2% 3.6%
Display Size 2.8% 10.9%
Processing Power 32.2% 33.5%
Price 62.8% 52.1%
Total 0.0% 100.1%

Levels and Utilities

Design
MARKET : Sonites Level Utility
Professional 7 0.41
8 0.44
9 0.45
10 0.43
Baby Boomers 3 0.38
4 0.44
5 0.45
6 0.45
Gen-X 7 0.28
8 0.46
9 0.46
10 0.45
Millennials 6 0.24
7 0.55
8 0.61
9 0.62
Gen-Z 5 0.33
6 0.64
7 0.76
8 0.73

CUSTOMER CENTRICITY – Sonites MARKET – PERIOD 3

Purchase Funnel
MARKET : Sonites Awareness Consideration
LOMike 47.4% 37.2%
LOCK 67.0% 35.8%
 LOOP 86.6% 53.5%

MEDIA REPORTING – Sonites MARKET – PERIOD 3

Media Share Of Voice
MARKET : Sonites Digital Owned Digital Paid
LOCK 180000 200000
LOMike 275000 275000
LOOP 620000 620000
MORE 507000 507000
MOSTCRP 624000 624000
MOVE 300000 200000
MOVED 180000 180000
ROCK 465750 776250
ROLL 125000 312500
ROPE 120300 120300
SOFT 77000 165000
SOLO 561600 852800
SOLO2 216000 432000
TONE 170000 255000
TOPS 50000 75000
TOUNEx 225000 225000

Total 0 5819850

Media Coverage
MARKET : Sonites Digital Owned Digital Paid
LOCK 48.4% 46.1%
LOMike 63.6% 55.5%
LOOP 89.8% 81.4%
MORE 84.5% 77.5%
MOSTCRP 89.9% 84.0%
 MOVE 66.8% 47.5%
MOVED 48.4% 41.1%
ROCK 81.9% 87.1%
ROLL 36.8% 61.5%
ROPE 35.7% 29.8%
SOFT 24.6% 44.0%
SOLO 87.3% 91.2%
SOLO2 54.8% 71.9%
TONE 46.5% 49.8%
TOPS 16.8% 22.9%
TOUNEx 56.3% 48.4%

Segments Media Habits

MARKET : Sonites Digital Owned Digital Paid
Gen_Z 26.1% 26.1%
Millennials 26.1% 26.1%
Professionals 21.1% 21.1%
Gen-X 16.1% 16.1%
Baby Boomers 11.1% 6.1%

Return On Marketing Investment

MARKET : Sonites Digital Owned Digital Paid
LOCK 2.02 1.85
LOMike 0.01 0.01
LOOP 1.13 1.26
urchased this period, or that no offerings are marketed yet in the Sonites market

Baby Boomers Gen-X Millennials Gen-Z

71% 54% 67% 81%
31% 37% 65% 56%
82% 88% 88% 87%
37% 40% 60% 48%
39% 40% 51% 63%
73% 77% 76% 79%
49% 61% 40% 45%
78% 85% 84% 84%
81% 80% 72% 67%
6% 6% 9% 16%
59% 47% 58% 83%
72% 71% 85% 80%
31% 22% 43% 27%
70% 83% 75% 76%
74% 61% 60% 69%
59% 38% 39% 70%

Baby Boomers Gen-X Millennials Gen-Z

3% 0% 2% 11%
12% 1% 61% 2%
8% 14% 1% 1%
5% 1% 17% 4%
2% 0% 1% 27%
4% 2% 2% 2%
6% 55% 1% 0%
8% 8% 1% 1%
14% 2% 1% 0%
 2% 0% 2% 0%
2% 0% 1% 40%
4% 1% 3% 6%
2% 1% 1% 0%
7% 14% 1% 1%
16% 1% 1% 1%
6% 0% 3% 6%

100% 100% 100% 100%

Gen-X Millennials Gen-Z

15% 11% 10%
7% 5% 3%
30% 42% 61%
48% 42% 26%

100% 100% 100%

Baby Boomers Gen-X Millennials Gen-Z

3% 0% 3% 11%
4% 0% 38% 1%
12% 25% 4% 1%
4% 0% 23% 3%
1% 0% 2% 24%
4% 2% 2% 1%
3% 31% 1% 0%
12% 13% 3% 1%
14% 2% 2% 0%
1% 0% 3% 0%
2% 0% 3% 43%
4% 1% 5% 7%
 2% 2% 2% 0%
9% 22% 3% 1%
18% 1% 2% 1%
8% 0% 7% 7%

0% 0% 0% 0%

Baby Boomers Gen-X Millennials Gen-Z

6,612 939 5,878 51,034
8,561 538 82,587 2,990
25,110 65,029 7,652 3,865
7,937 1,110 48,938 12,339
2,969 530 4,008 111,420
8,267 4,208 5,167 5,645
6,130 78,282 1,571 819
24,404 33,176 6,654 3,626
29,646 5,889 4,448 1,814
1,839 195 5,899 1,427
4,672 610 5,484 198,147
7,951 2,304 10,309 30,379
5,081 3,772 3,649 1,822
18,265 55,574 5,626 3,312
38,769 3,317 3,950 2,267
15,810 782 14,859 32,216
 0 0 0 0

Market share - Unit Volume sold

eCommerce eStore Specialty Stores Mass Merch. eCommerce eStore
3% 4% 21,628 34,722 6,333 2,965
5% 6% 44,182 37,741 10,049 4,028
15% 18% 103,633 39,249 28,932 12,944
2% 6% 34,262 30,196 3,375 4,167
4% 7% 36,948 70,733 7,431 4,818
1% 2% 16,071 7,694 2,357 1,460
6% 13% 65,646 27,086 11,712 9,557
17% 9% 95,639 33,249 32,413 6,357
4% 2% 37,187 11,636 8,105 1,166
1% 1% 2,190 4,657 2,163 528
10% 8% 53,316 132,193 19,034 5,511
3% 3% 21,240 24,851 6,325 1,966
2% 1% 10,045 3,500 3,002 797
16% 15% 82,753 31,935 30,096 11,311
5% 4% 37,073 7,861 9,421 3,266
5% 4% 27,836 25,850 9,302 2,551

100% 100% 689,648 523,153 190,050 73,391

bution Coverage (% outlets) Number of Outlets

eCommerce eStore Specialty Stores Mass Merch. eCommerce eStore
35% 3,871 2,337 367
 37% 4,344 2,542 388
55% 5,349 2,766 581
8% 3,487 1,966 87
15% 3,751 1,621 161
18% 3,286 1,512 191
12% 4,091 2,024 130
69% 5,275 2,678 732
36% 3,638 2,257 380
30% 638 1,289 317
33% 3,662 2,134 349
38% 3,683 2,229 400
49% 4,072 1,546 519
51% 4,007 2,019 538
46% 3,929 1,726 481
46% 3,983 2,053 485

Total Number of Outlets 9,556 6,333 1,056

Battery Life Display Size Proc. Power Price

2.7 3.6 1.5 2.3
2.6 5.5 4.4 3.1
4.7 5.0 5.1 6.2
1.9 4.6 3.4 3.0
3.3 2.4 2.0 2.1
5.9 3.1 2.4 5.0
3.4 4.8 4.8 5.7
5.6 5.9 5.3 6.2
5.6 6.4 6.2 5.7
5.6 5.9 5.3 2.5
3.4 2.1 1.6 2.2
4.0 2.1 1.8 3.5
2.9 2.7 3.3 5.5
 5.3 4.4 5.3 6.2
1.8 6.5 6.3 5.4
3.5 4.4 3.6 2.3

Battery Life Display Size Proc. Power Price

5.6 5.9 6.2 3.8
3.4 4.3 4.7 5.6
1.8 2.9 2.3 2.1
3.0 4.6 4.6 3.0
4.9 5.6 5.5 5.4
5.8 6.0 6.3 3.6
3.4 4.5 4.8 5.6
1.8 2.7 2.2 2.1
3.0 4.4 4.3 3.0
4.9 5.5 5.4 5.2
6.0 6.0 6.3 3.5
3.4 4.6 4.8 5.6
1.8 2.6 2.2 2.1
3.0 4.2 4.0 3.1
5.0 5.5 5.2 5.0
6.2 6.1 6.4 3.4
3.5 4.8 4.9 5.7
1.7 2.4 2.2 2.2
3.0 4.0 3.7 3.2
5.0 5.4 5.1 4.8
 Battery Life Display Size Proc. Power Price
1.6 3.1 5.8 10.0

available until several brands are marketed in the category.

Convenience
-17
1
5
2
-10
-8
7
7
-9
7
-5
6
1
6
-15
-12

Convenience
-7
7
 -4
3
8
-7
7
-4
3
9
-7
8
-4
3
10
-7
8
-4
3
11

Convenience
Slight
Strong
Slight
-
-
-

and Consumer Segment

Baby Boomers Gen-X Millennials Gen-Z
730 1,140 1,210 920
1,380 1,620 1,550 1,150
780 1,450 820 660
740 530 1,250 650
890 790 420 790
 4,520 5,530 5,250 4,170
ds of dollars

d and Consumer Segment

Baby Boomers Gen-X Millennials Gen-Z
200 100 200 400
170 160 390 160
360 880 620 360
460 400 630 230
550 430 430 430
130 250 250 250
240 540 240 240
360 1,030 460 360
370 370 260 100
50 50 100 200
110 60 50 280
310 310 880 260
320 160 320 110
160 580 160 210
200 50 100 100
530 160 160 480

4,520 5,530 5,250 4,170

ds of dollars

– PERIOD 3
m and Channel
Mass Merch. eCommerce eStore
61 9 3
43 2 2
48 14 1
40 9 1
40 13 2
 0 0 0

nd and Channel
Mass Merch. eCommerce eStore
18 2 1
20 2 0
23 5 1
12 0 1
8 1 1
10 1 0
13 0 1
20 9 0
20 2 0
8 2 0
15 2 0
15 2 0
10 5 0
14 5 1
12 5 1
14 4 0

232 47 0

Gen-X Millennials Gen-Z

0.7% 0.9% 0.8%
4.5% 4.1% 4.8%
0.4% 0.4% 0.5%

Gen-X Millennials Gen-Z

 0.0% 0.0% 0.3%
0.0% 1.8% 0.0%
0.5% 0.0% 0.0%

PERIOD 3

eCommerce eStore
14 0
18 0
15 0

eCommerce eStore
0.2% 0.1%
0.0% 0.0%
0.3% 0.2%

thousands of units) Market Growth (in % unit) Relative Market Size (in % of total size)
Period 8 Period 4 Total until Average until Period 3 Period 4
Period 8 Period 8
 352 14.4% 7.4% 1.4% 21.8%
152 -1.2% -28.5% -6.5% 12.1%
321 14.4% 25.3% 4.6% 17.0%
510 35.2% 135.2% 18.7% 17.0%
978 19.6% 111.2% 16.1% 32.1%
2,313 N/A 34.2% 7.6% 100.0%
ize in one and five periods, if a brand were introduced next period.

Gen-X Millennials Gen-Z

10.4% 20.1% 19.8%
2.4% 1.6% 2.2%
29.3% 25.1% 31.6%
57.9% 53.3% 46.4%
100.0% 100.1% 100.0%

Display Proc. Power Price

Level Utility Level Utility Level Utility
22 0.44 52 0.16 319 0.00
28 0.43 68 0.55 399 1.00
34 0.45 84 0.67 479 0.53
40 0.41 100 0.35 559 0.20
22 0.31 52 0.04 211 0.18
28 0.42 68 0.37 291 1.00
34 0.49 84 0.65 371 0.56
40 0.52 100 0.68 451 0.00
15 0.42 40 0.15 332 0.00
21 0.41 56 0.62 412 1.00
27 0.43 72 0.65 492 0.47
33 0.39 88 0.23 572 0.18
16 0.52 41 0.26 155 0.19
22 0.50 57 0.73 235 0.83
28 0.52 73 0.72 315 1.00
34 0.49 89 0.32 395 0.00
7 0.59 5 0.43 100 0.87
13 0.64 21 0.93 180 1.00
19 0.63 37 0.86 260 0.60
25 0.61 53 0.25 340 0.00

Preference Pis MarketShare Loyalty Advocacy

25.3% 16.2% 6.5% 2.9% 0.6%
19.7% 3.8% 4.4% 0.7% 0.0%
 29.6% 7.6% 12.5% 2.2% 0.1%

Traditional
Digital Earned Outdoor Media
Media
150000 300000 170000 _SQL-DCG-STU-MR-SOV
275000 176000 99000 LOMike
775000 775000 310000 LOOP
507000 273000 156000 MORE
744000 216000 192000 MOSTCRP
150000 250000 100000 MOVE
180000 630000 630000 MOVED
931500 465750 465750 ROCK
187500 375000 250000 ROLL
140350 8020 12030 ROPE
247500 22000 38500 SOFT
353600 104000 208000 SOLO
162000 162000 108000 SOLO2
425000 425000 425000 TONE
125000 125000 125000 TOPS
225000 450000 375000 TOUNEx

5578450 4756770 3664280

Traditional Outdoor Media

Digital Earned
Media
37.7% 68.0% 57.1%
57.0% 47.2% 37.3%
89.9% 91.5% 74.8%
78.9% 62.9% 52.1%
89.8% 54.4% 59.6%
 37.0% 64.0% 38.3%
42.4% 89.9% 94.9%
93.4% 78.2% 86.8%
44.7% 77.3% 71.3%
35.0% 2.9% 5.5%
56.4% 11.1% 19.8%
66.1% 30.3% 62.3%
39.2% 44.5% 39.9%
71.0% 72.7% 83.9%
34.2% 44.1% 50.4%
49.9% 80.5% 83.0%

Digital Earned Traditional Outdoor Media

Media
31.1% 8.4% 8.2%
26.1% 12.8% 8.9%
21.1% 18.9% 17.8%
16.1% 28.9% 22.8%
6.1% 47.8% 28.9%

Digital Earned Traditional Outdoor Media

Media
2.87 1.35 2.09
0.01 -0.02 -0.01
1.93 2.01 1.71
Size (in % of total size)
Period 8
 15.2%
6.6%
13.9%
22.0%
42.3%
100.0%
 Digital Traditional Outdoor
Digital Owned Digital Paid
Earned Media Media
3.4% 2.7% 6.3% 4.6%
4.7% 4.9% 3.7% 2.7%
10.7% 13.9% 16.3% 8.5%
8.7% 9.1% 5.7% 4.3%
10.7% 13.3% 4.5% 5.2%
3.4% 2.7% 5.3% 2.7%
3.1% 3.2% 13.2% 17.2%
13.3% 16.7% 9.8% 12.7%
5.4% 3.4% 7.9% 6.8%
2.1% 2.5% 0.2% 0.3%
2.8% 4.4% 0.5% 1.1%
14.7% 6.3% 2.2% 5.7%
7.4% 2.9% 3.4% 2.9%
4.4% 7.6% 8.9% 11.6%
1.3% 2.2% 2.6% 3.4%
3.9% 4.0% 9.5% 10.2%
CONSUMER SURVEY – Vodites MARKET – PERIOD 3
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
TECHx T 58% 64%

Purchase Intentions
MARKET : Vodites Average Innovators
TECHx T 100% 100%
 Total 0% 100%

Shopping Habits
MARKET : Vodites Innovators Early Adopters
eCommerce 13% 18%
eStore 21% 16%
Mass Merchandisers 10% 16%
Specialty Stores 56% 49%

Total 0% 100%

CONSUMER PANEL – Vodites MARKET – PERIOD 3

Market Shares by Consumer Segment (based on volume)
MARKET : Vodites Total Innovators
TECHx T 100% 100%
 Total 0% 100%

Volume Sold by Consumer Segment

MARKET : Vodites Total Innovators
TECHx T 72,000 43,022
 Total 0 43,022
All numbers in thousands of units

DISTRIBUTION PANEL – Vodites MARKET – PERIOD 3

Sales and Market Shares by Channel (based on volume)
Market share - Unit
MARKET : Vodites
Specialty Stores Mass Merch.
TECHx T 100% 100%

Total 0% 100%

Distribution Coverage and Number of Outlets in each Channel

Distribution Coverage (% outlets)
MARKET : Vodites
Specialty Stores Mass Merch.
TECHx T 50% 50%
SEMANTIC SCALES – Vodites MARKET – PERIOD 3
Brand Perceptions - On a scale from 1 (Low) to 7 (High)
MARKET : Vodites Resolution Energy Efficiency
TECHx T 4.9 2.2
Ideal Values for each Segment - On a scale from 1 (Low) to 7 (High)
Segment Period Resolution Energy Efficiency
Adopters 3 4.5 4.1
Followers 3 3.5 4.5
Innovators 3 5.1 3.3
Early Adopters 2 4.5 4.0
Followers 2 3.3 4.5
Innovators 2 5.1 3.3
Early Adopters 1 4.5 4.0
Followers 1 3.3 4.5
Innovators 1 5.1 3.3
Early Adopters 0 4.5 4.0
Followers 0 3.3 4.5
Innovators 0 5.1 3.3
 Importance of characteristics
Resolution Energy Efficiency
On a scale from 1 (not important) to 10 (very important). 5.3 4.9

MULTIDIMENSIONAL SCALING – Vodites MARKET – PERIOD 3

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

Ideal Values for each Segment - On a scale from -20 (Low) to +20 (High)
Segment Period Autonomy Sophistication
 Influence of Product Characteristics on Perceptual Dimensions
MARKET : Vodites Autonomy Sophistication

COMPETITIVE ADVERTISING – Vodites MARKET – PERIOD 3

Estimated Advertising Expenditures (in thousand dollars) – By Firm and Consumer Segmen
MARKET : Vodites Total Innovators
T 2,200 1,100
 Total 2,200 1,100
All numbers in thousands of dollars

Estimated Advertising Expenditures (in thousand dollars) – By Brand and Consumer Segme
MARKET : Vodites Total Innovators
TECHx T 2,200 1,100

Total 0 1,100
All numbers in thousands of dollars

COMPETITIVE COMMERCIAL TEAMS – Vodites MARKET – PERIOD 3

Estimated Commercial Team Size (in full-time equivalent) – By Firm and Channel
MARKET : Vodites Total Specialty Stores
T 23 14
 Total 0 0

Estimated Commercial Team Size (in full-time equivalent) – By Brand and Channel
MARKET : Vodites Total Specialty Stores
TECHx T 23 14

Total 0 14

ADVERTISING EXPERIMENT – Vodites MARKET – PERIOD 3

Expected Change in Brand Awareness
MARKET : Vodites Innovators Early Adopters

Expected Change in unit Market Share (%U)

MARKET : Vodites Innovators Early Adopters
 Expected Change in Contribution (in K$)
MARKET : Vodites

Total 0

COMMERCIAL TEAM EXPERIMENT – Vodites MARKET – PERIOD 3

Expected Change in Number of Distributors
MARKET : Vodites Specialty Stores Mass Merch.

Expected Change in unit Market Share (%U)

MARKET : Vodites Specialty Stores Mass Merch.

Expected Change in Contribution (in K$)

MARKET : Vodites

Total 0

MARKET FORECAST – Vodites MARKET – PERIOD 3

Expected Market Size and Growth Rate by Consumer Segment
Market Size (in thousands of units)
MARKET : Vodites Period 3 Period 4
 Innovators 43 53
Early Adopters 23 52
Followers 6 16

Total 0 121
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 3

Relative Importance of Price and Physical Characteristics
MARKET : Vodites Innovators Early Adopters
Connectivity 26.0% 33.3%
Energy Efficiency 9.7% 2.6%
Price 50.8% 41.3%
Resolution 13.5% 22.8%
Total 0.0% 100.0%

Levels and Utilities

Price
MARKET : Vodites Level Utility
Innovators 366 0.00
454 0.98
542 1.00
630 0.98
Early Adopters 366 0.01
454 1.00
542 0.42
630 0.18
Followers 299 0.00
387 1.00
475 0.72
563 0.35

CUSTOMER CENTRICITY – Vodites MARKET – PERIOD 3

Purchase Funnel
MARKET : Vodites Awareness Consideration
MEDIA REPORTING – Vodites MARKET – PERIOD 3
Media Share Of Voice
MARKET : Vodites Digital Owned Digital Paid
TECHx 330000 330000

Total 0 330000

Media Coverage
MARKET : Vodites Digital Owned Digital Paid
TECHx 66.7% 66.7%
Segments Media Habits
MARKET : Vodites Digital Owned Digital Paid
Adopters 25.0% 25.0%
Followers 20.0% 20.0%
Innovators 10.0% 5.0%

Return On Marketing Investment

MARKET : Vodites Digital Owned Digital Paid
urchased this period, or that no offerings are marketed yet in the Vodites market

Early Adopters Followers

55% 34%

Early Adopters Followers

100% 100%
 100% 100% 0% 0%

Followers
23%
11%
33%
33%

100% 0% 0%

Early Adopters Followers

100% 100%
 100% 100% 0% 0%

Early Adopters Followers

22,742 6,236
 22,742 6,236 0 0

Market share - Unit Volume sold

eCommerce eStore Specialty Stores Mass Merch. eCommerce eStore
100% 100% 35,505 9,999 11,846 14,651

100% 100% 35,505 9,999 11,846 14,651

bution Coverage (% outlets) Number of Outlets

eCommerce eStore Specialty Stores Mass Merch. eCommerce eStore
50% 4,774 3,164 532
 Total Number of Outlets 9,556 6,333 1,056

Carbon
Connectivity No. of Apps Price
Footprint
2.9 3.5 3.2 6.5
 Carbon
Connectivity No. of Apps Price
Footprint
4.9 4.0 4.3 5.4
3.3 3.1 3.4 4.7
4.3 4.9 3.7 6.2
4.9 3.9 4.3 5.5
3.4 3.1 3.3 4.8
4.3 4.8 3.7 6.3
4.9 3.9 4.3 5.5
3.4 3.1 3.3 4.8
4.3 4.8 3.7 6.3
4.9 3.9 4.3 5.5
3.4 3.1 3.3 4.8
4.3 4.8 3.7 6.3
 Carbon
Connectivity No. of Apps Price
Footprint
2.1 10.0 2.8 6.7

available until several brands are marketed in the category.

Economy

Economy
 Economy

and Consumer Segment

Early Adopters Followers
710 390
 710 390 0 0
ds of dollars

d and Consumer Segment

Early Adopters Followers
710 390

710 390 0 0
ds of dollars

– PERIOD 3
m and Channel
Mass Merch. eCommerce eStore
7 1 1
 0 0 0

nd and Channel
Mass Merch. eCommerce eStore
7 1 1

7 1 1

Followers

Followers
PERIOD 3

eCommerce eStore

eCommerce eStore

thousands of units) Market Growth (in % unit) Relative Market Size (in % of total size)
Period 8 Period 4 Total until Average until Period 3 Period 4
Period 8 Period 8
 78 23.6% 80.2% 12.5% 43.8%
137 126.6% 500.6% 43.1% 43.0%
419 157.5% 6622.0% 132.0% 13.2%

634 N/A 424.0% 51.3% 100.0%

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

Followers
26.4%
7.7%
52.9%
13.0%
100.0% 0.0% 0.0%

Resolution Energy Connectivity

Level Utility Level Utility Level Utility
55 0.58 22 0.69 6 0.45
68 0.84 37 0.78 7 0.96
81 0.84 52 0.84 8 0.95
94 0.69 67 0.65 9 0.61
47 0.11 33 0.39 5 0.03
60 0.66 48 0.41 6 0.80
73 0.65 63 0.44 7 0.78
86 0.18 78 0.37 8 0.00
31 0.39 40 0.44 4 0.32
44 0.63 55 0.58 5 0.70
57 0.63 70 0.57 6 0.78
70 0.42 85 0.49 7 0.28

Preference Pis MarketShare Loyalty Advocacy

 Traditional
Digital Earned Outdoor Media
Media
550000 440000 550000 _SQL-DCG-STU-MR-SOV

550000 440000 550000

Traditional Outdoor Media

Digital Earned
Media
66.7% 66.7% 66.7%
Digital Earned Traditional Outdoor Media
Media
25.0% 15.0% 10.0%
20.0% 20.0% 20.0%
5.0% 50.0% 30.0%

Digital Earned Traditional Outdoor Media

Media
Size (in % of total size)
Period 8
 12.3%
21.6%
66.1%

100.0%
 Digital Traditional Outdoor
Digital Owned Digital Paid
Earned Media Media
100.0% 100.0% 100.0% 100.0%