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COMPANY REPORT

COMPANY
COMPANY PROFIT
PROFIT && LOSS
LOSS STATEMENT
STATEMENT IN
IN MILLION
MILLION $$ BRAND
BRAND CONTRIBUTION
CONTRIBUTION IN
IN MILLION
MILLION
$$
Year
Year 00 Cumul.
Cumul.
MOJO
MOJO MOON
MOON
Revenues
Revenues 37.1
37.1 37.1
37.1
Revenues
Revenues 8.2
8.2 28.9
28.9
Production costs -18.6 -18.6
Production costs -4.5 -14.1
Gross
Gross proJt
proJt 18.5
18.5 18.5
18.5
Gross
Gross proJt
proJt 3.7
3.7 14.8
14.8
Marketing & sales -5.0 -5.0
Marketing & sales -2.5 -2.5
Product development (R&D costs) 0 0
Brand
Brand contribution
contribution 1.2
1.2 12.3
12.3
Total
Total expenses
expenses (covered
(covered by
by budget)
budget) -5.0
-5.0 -5.0
-5.0

Earnings
Earnings before
before taxes
taxes 13.5
13.5 13.5
13.5
Allocated budget for next year 6.0 6.0

FIRM
FIRM REVENUES
REVENUES AND
AND EARNINGS
EARNINGS IN
IN MILLION
MILLION $$ BRAND
BRAND PRICE,
PRICE, UNIT
UNIT COST
COST && MARGIN
MARGIN
IN
IN $$

MOJO
MOJO MOON
MOON

Retail price 340 570

Distribution margin 119 200

% Retail price 35% 35%
Selling price 221 371

Unit production cost 122 181

Unit margin 99 190
% Retail price 29% 33%

BRAND
BRAND MARKET
MARKET SHARES
SHARES IN
IN VOLUME
VOLUME AND
AND VALUE
VALUE BRAND
BRAND CHARACTERISTICS
CHARACTERISTICS

MOJO
MOJO MOON
MOON

Number of features 11 13
Battery life (hours) 53 67
Display size (inches) 22 27

Processing power (Gigacops) 38 67

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MARKET DASHBOARD

SHARE
SHARE PRICE
PRICE INDEX
INDEX (BASE
(BASE 100
100 IN
IN YEAR
YEAR REVENUES
REVENUES (M$)
(M$) EARNINGS
EARNINGS BEFORE
BEFORE TAXES
TAXES (M$)
(M$)
0)
0)

MARKET
MARKET SHARES
SHARES -- (%
(% $,
$, %
% U)
U) BRAND
BRAND RETAIL
RETAIL SALES
SALES (M$)
(M$) BRAND
BRAND EQUITY
EQUITY INDEX
INDEX

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MARKET FACTS

BRAND
BRAND SALES
SALES && MARKET
MARKET SHARES
SHARES

MOJO
MOJO MOON
MOON ROCX
ROCX ROSE
ROSE TOGA
TOGA TOIZ
TOIZ TOKI
TOKI

Market share %U 6.2% 13.1% 10.8% 4.7% 16.8% 12.4% 36.1%

Volume sold Units x 1000 37 78 64 28 100 74 215
Gain (Loss) from last year Units x 1000

Market share %$ 5.3% 18.5% 8.7% 4.2% 22.8% 15.6% 25.0%

Retail sales Million $ 13 44 21 10 55 38 60
Gain (Loss) from last year Million $
Use the colors in the "Gain/(Loss)" rows to quickly spot the highest winners (in green) and losers (in red) of the year.

BRAND
BRAND CHARACTERISTICS
CHARACTERISTICS

MOJO
MOJO MOON
MOON ROCX
ROCX ROSE
ROSE TOGA
TOGA TOIZ
TOIZ TOKI
TOKI

Number of features 11 13 13 9 16 18 7

Battery life (hours) Hours 53 67 60 38 64 92 31

Display size (inches) Inches 22 27 11 35 29 38 6
Processing power (Gigacops) Gigacops 38 67 15 72 76 86 15

Retail price $ 340 570 325 360 550 510 280

Unit production cost $ 122 181 83 175 197 240 54
% Retail price 35.8% 31.7% 25.4% 48.6% 35.9% 47.1% 19.3%
This table shows the characteristics of all brands in Year 5. Product Strategy decisions made in Year 5 will be effective next year.

BRAND
BRAND ESTIMATED
ESTIMATED && SALES
SALES EXPENDITURES
EXPENDITURES

MOJO
MOJO MOON
MOON ROCX
ROCX ROSE
ROSE TOGA
TOGA TOIZ
TOIZ TOKI
TOKI Total
Total

PROS Thousand $ 615 1,046 615 813 1,046 885 615 5,635
TRENDY Thousand $ 620 801 620 1,021 801 870 620 5,353
SAVVY Thousand $ 1,264 653 1,264 665 653 746 1,264 6,509

Total 2,499 2,500 2,499 2,499 2,500 2,501 2,499 17,497

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MARKET SEGMENTS - PROS

RELATIVE
RELATIVE SEGMENT
SEGMENT SIZES
SIZES (%
(% $,
$, %
% U)
U) VOLUME
VOLUME FORECAST
FORECAST (KU)
(KU) GROWTH
GROWTH RATES
RATES

Current year 20%

Next year 20%

Average next Jve periods 12%

Total next Jve periods 75%

ATTRIBUTE
ATTRIBUTE WEIGHT
WEIGHT IN
IN PURCHASING
PURCHASING SEGMENT
SEGMENT SHARES
SHARES -- %U
%U SEGMENT
SEGMENT SHARES
SHARES -- %$
%$
DECISION
DECISION

LADDER
LADDER OF
OF ADOPTION
ADOPTION FOR
FOR TOP
TOP 44 SALES
SALES && MARKET
MARKET SHARES
SHARES FOR
FOR TOP
TOP 44 BRANDS
BRANDS
BRANDS
BRANDS
Segment
Segment share
share Segment
Segment share
share
Volume
Volume (KU)
(KU) Sales
Sales (M$)
(M$)
(%U)
(%U) (%$)
(%$)
Purch.
Purch.
Awareness
Awareness
Intentions
Intentions
TOGA 51 36% 28 39%
TOGA 76% 34%
MOON 34 24% 19 27%
MOON 76% 24%
TOIZ 30 21% 15 21%
TOIZ 71% 21%
ROSE 18 13% 6 9%
ROSE 68% 14%
OTHERS 9 6% 3 4%
OTHERS 7%
TOTAL 142 100% 71 100%
TOTAL 100%
Check page 33 of the guide for more
information.

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MARKET SEGMENTS - TRENDY

RELATIVE
RELATIVE SEGMENT
SEGMENT SIZES
SIZES (%
(% $,
$, %
% U)
U) VOLUME
VOLUME FORECAST
FORECAST (KU)
(KU) GROWTH
GROWTH RATES
RATES

Current year 5%
Next year 5%

Average next Jve periods -2%

Total next Jve periods -10%

ATTRIBUTE
ATTRIBUTE WEIGHT
WEIGHT IN
IN PURCHASING
PURCHASING SEGMENT
SEGMENT SHARES
SHARES -- %U
%U SEGMENT
SEGMENT SHARES
SHARES -- %$
%$
DECISION
DECISION

LADDER
LADDER OF
OF ADOPTION
ADOPTION FOR
FOR TOP
TOP 44 SALES
SALES && MARKET
MARKET SHARES
SHARES FOR
FOR TOP
TOP 44 BRANDS
BRANDS
BRANDS
BRANDS
Segment
Segment share
share Segment
Segment share
share
Volume
Volume (KU)
(KU) Sales
Sales (M$)
(M$)
(%U)
(%U) (%$)
(%$)
Purch.
Purch.
Awareness
Awareness
Intentions
Intentions
TOGA 46 32% 25 34%
TOGA 67% 30%
MOON 40 28% 23 31%
MOON 67% 28%
TOIZ 41 28% 21 28%
TOIZ 70% 28%
MOJO 6 4% 2 3%
MOJO 57% 5%
OTHERS 12 8% 4 4%
OTHERS 9%
TOTAL 145 100% 75 100%
TOTAL 100%
Check page 33 of the guide for more
information.

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MARKET SEGMENTS - SAVVY

RELATIVE
RELATIVE SEGMENT
SEGMENT SIZES
SIZES (%
(% $,
$, %
% U)
U) VOLUME
VOLUME FORECAST
FORECAST (KU)
(KU) GROWTH
GROWTH RATES
RATES

Current year 30%

Next year 30%

Average next Jve periods 17%

Total next Jve periods 117%

ATTRIBUTE
ATTRIBUTE WEIGHT
WEIGHT IN
IN PURCHASING
PURCHASING SEGMENT
SEGMENT SHARES
SHARES -- %U
%U SEGMENT
SEGMENT SHARES
SHARES -- %$
%$
DECISION
DECISION

LADDER
LADDER OF
OF ADOPTION
ADOPTION FOR
FOR TOP
TOP 44 SALES
SALES && MARKET
MARKET SHARES
SHARES FOR
FOR TOP
TOP 44 BRANDS
BRANDS
BRANDS
BRANDS
Segment
Segment share
share Segment
Segment share
share
Volume
Volume (KU)
(KU) Sales
Sales (M$)
(M$)
(%U)
(%U) (%$)
(%$)
Purch.
Purch.
Awareness
Awareness
Intentions
Intentions
TOKI 211 68% 59 63%
TOKI 71% 62%
ROCX 57 18% 19 20%
ROCX 71% 21%
MOJO 26 8% 9 9%
MOJO 71% 10%
TOIZ 3 1% 2 2%
MOON 42% 2%
OTHERS 12 5% 6 6%
OTHERS 5%
TOTAL 309 100% 95 100%
TOTAL 100%
Check page 33 of the guide for more
information.

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PERCEPTUAL MAPS

This map shows how consumers perceive marketed brands. It relies on similarity and preference data. Three dimensions are necessary to provide a
good Jt to the data: Economy (strongly related to Price), Performance (Processing Power & Display Size) and Convenience (Battery Life & Features).
Respondents are also asked to indicate their preferred (also called “Ideal”) position on the map. Brands are represented by the small colored squares.
Ideal points of the three segments are represented by the dark-color rounded square, while the light-color squares represent the position in the previous
year (except for Year 0). A brand located close to an ideal position is likely to be preferred by the consumers in that segment.

ECONOMY
ECONOMY XX PERFORMANCE
PERFORMANCE

HIGH PERFORMANCE
20

TOIZ
15

ROSE
TOGA 10
PROS
MOON
5

HIGH ECONOMY
LOW ECONOMY

TNDY

0
-20 -15 -10 -5 0 5 10 15 20

MOJO
-5

-10
SVVY

ROCX
-15
TOKI

-20

LOW PERFORMANCE

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ECONOMY
ECONOMY XX CONVENIENCE
CONVENIENCE

HIGH CONVENIENCE
20
TOIZ

15

TNDY 10

TOGA 5

HIGH ECONOMY
LOW ECONOMY

MOON
ROCX
PROS 0
-20 -15 -10 -5 0 5 10 15 20

MOJO
-5

-10
SVVY
ROSE

-15
TOKI

-20

LOW CONVENIENCE

RELATIVE
RELATIVE IMPORTANCE
IMPORTANCE OF
OF DIMENSIONS
DIMENSIONS

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