Oth

Sin. Buff, Oth

Pros, Buff, Hi
Pros, Buff, Hi
Oth
Sin, Buf, Oth
Hi, Pro, Buff
Buff
Oth
Pro, Buff, Hi
Sin, Buf, oth
Hi, Pro, Buff

Others

CONSUMER PANEL - MARKET SHARES BASED ON UNIT SALES

Firm
Brand
Buffs
Singles
Pros
A
SAMA
7015
12422
1569
SALT
13797
16927
4902
E
SEMI
31102
5051
42357
SELF
22683
3003
11374
I
SIRO
6314
8327
1373
SIBI
22917
39313
6079
O
SOLD
21982
4778
38239
SONO
37883
3959
8432
U
SUSI
3975
4914
1177
SULI
31102
5870
47455
Y
SYGU
21280
26209
10589
SYCA
13563
5597
22747
Total
100.00%
100.00%
100.00%
Total sales (U)
233,846
136,505
196,097
Total sales (% Total)
23.20%
13.60%
19.50%

SAMA
37.90% Singles
SIRO
24.80%
SUSI
10.80%
Other prod 26.500%
HiEarners

SALT
SIBI
SYGU
Other products

12.40%
28.80%
19.20%
39.600%

SOLD
SYCA
SULI
Other products

29.90%
25.30%
15.90%
28.900%

Buffs
Singles
Professionals
High earners
Others

Hiearners
Buffs

Other p
SONO; 16%

SOLD; 30%

Other products; 29%

SULI; 13%
Other products; 57%
SEMI; 13%

SULI; 16%
SYCA; 25%

HiEarners
Others
Total
1052
100385
3682
12449
25771
2384
5610
1589
877
65687
3857
28341
52418
2649
3331
2384
701
28606
27875
3178
5961
13773
44354
3443
100.00%
100.00%
175,312
264,867
17.40%
26.30%

Pros

SEMI
SULI
SOLD
Other products

Buffs

SONO
SULI
SEMI
Other products

12.20%
5.10%
10.60%
4.40%
8.20%
10.00%
11.90%
5.60%
3.90%
11.50%
7.70%
8.90%
100.00%
1,006,628
100.00%

122443
51756

165.00
70.00

MARKET FORECAST - SEGMENT SIZES AN

21.60% Segment
24.20% Segment sizes in KU
19.50%
Actual size this period
34.700%
Forecasted size next period
Forecasted size in five periods
16.20% Relative segment sizes in %
13.30%
Actual size this period
13.30%
Forecasted size next period
57.200%
Forecasted size in five periods
Forecasted growth rates in %
Next period
Total over next five periods
Average over next five periods

Performance
High
moderate
High
High
low

(maximum
Convenience
frequency,
(weight,
Economy
power)
volume,
(Price
design)
sensitive)
low
moderate
moderate
high
High
low
High
moderate
low
high

Market Forecast (segment si

-2.20%
23.60%
23.60% sp/dept
33.90% sp
18.50% dept

SINGLES
Hiearners

SALT; 12%

Other products; 40%

pros

SOLD; 30%
SIBI; 29% SEMI; 22%

products; 29%

Other products; 35%

ULI; 16%

SYGU; 19%
SULI; 24%

OTHERS

SYCA; 25%

SOLD; 20%

Other products; 27% SAMA; 38%

SUSI; 11%

SIRO; 25%

CONSUMER PANEL - MARKET SHARES BASED ON UNIT SALES

Firm
Brand
Buffs
Singles
Pros
HiEarners Others
Total
A
SAMA
3.00%
9.10%
0.80%
0.60%
37.90%
12.20%
SALT
5.90%
12.40%
2.50%
2.10%
4.70%
5.10%
E
SEMI
13.30%
3.70%
21.60%
14.70%
0.90%
10.60%
SELF
9.70%
2.20%
5.80%
3.20%
0.60%
4.40%
I
SIRO
2.70%
6.10%
0.70%
0.50%
24.80%
8.20%
SIBI
9.80%
28.80%
3.10%
2.20%
10.70%
10.00%
O
SOLD
9.40%
3.50%
19.50%
29.90%
1.00%
11.90%
SONO
16.20%
2.90%
4.30%
1.90%
0.90%
5.60%
U
SUSI
1.70%
3.60%
0.60%
0.40%
10.80%
3.90%
SULI
13.30%
4.30%
24.20%
15.90%
1.20%
11.50%
Y
SYGU
9.10%
19.20%
5.40%
3.40%
5.20%
7.70%
SYCA
5.80%
4.10%
11.60%
25.30%
1.30%
8.90%
Total
100.00% 100.00%
100.00% 100.00% 100.00%
100.00%
Total sales (U)
233,846 136,505
196,097 175,312 264,867 1,006,628
Total sales (% Total)
23.20%
13.60%
19.50%
17.40%
26.30%
100.00%

T - SEGMENT SIZES AND GROWTH RATES

Buffs
Singles
Pros
HiEarners Others
Total
Buffs
Singles
Pros
HiEarners Others
234
137
196
175
265
1,007
e next period
229
169
242
235
314
1,188
e in five periods
203
491
406
450
630
2,179
sizes in %
23.20%
13.60%
19.50%
17.40%
26.30%
100.00%
e next period
19.30%
14.20%
20.40%
19.80%
26.40%
100.00%
e in five periods
9.30%
22.50%
18.60%
20.60%
28.90%
100.00%
h rates in %
-2.20%
23.60%
23.60%
33.90%
18.50%
18.10%
five periods
-13.40% 259.50%
107.20% 156.60% 137.70%
116.50%
ext five periods
-2.80%
29.20%
15.70%
20.70%
18.90%
16.70%

144.601 173.5212
60.21
72.252

165.00%
70.00%

CONSUMER SURVEY - SHOPPING HABITS

Segment
Specialty stores
Buffs
70.00%
Singles
40.00%
Professionals
50.00%
High earners
20.00%
Others
20.00%
Total
40.20%

Department stores
25.00%
40.00%
30.00%
50.00%
40.00%
36.30%

Mass Merchandisers
5.00%
20.00%
20.00%
30.00%
40.00%
23.50%

Shopping habits - Segment wise

Specialty stores

Department stores

Mass Merchandisers

70.00%

50.00%

50.00%

40.00%
40.00%

30.00%

30.00%

25.00%
20.00%

20.00%

20.00%

5.00%

B u ff s

S ingle s

Pro f e s s i o n a l s

H i g h e a rn e r s

20.00

INFORMATION ON SONITE MARKET - SALES AND MARKET SHARES

Firm
Brand
Volume sold
Period -1 Period 0
Change
Share
U
U
%
%U
A
SAMA
106,848
122,375
14.50%
12.20%
SALT
45,801
51,678
12.80%
5.10%
E
SEMI
92,986
106,928
15.00%
10.60%
SELF
40,849
44,210
8.20%
4.40%
I
SIRO
72,206
82,482
14.20%
8.20%
SIBI
88,709
100,481
13.30%
10.00%
O
SOLD
100,391
120,125
19.70%
11.90%
SONO
54,024
55,899
3.50%
5.60%
U
SUSI
34,500
39,320
14.00%
3.90%
SULI
100,036
115,594
15.60%
11.50%
Y
SYGU
68,820
77,790
13.00%
7.70%
SYCA
74,182
89,744
21.00%
8.90%
Total Sonite market
879,350 1,006,628
14.50% 100.00%

51.40%
27.60%

Total

Total
1,007
1,188
2,179

1,007
1,188
2,179

100.00%
100.00%
100.00%

100.00%
100.00%
100.00%

18.10%
116.50%
16.70%

18.10%
116.50%
16.70%

Marke

Actual size this per

234 229
169
137

B u ff s

SAMA
SALT

S ingle s

Period 1
98808
73071

Total
100.00%
100.00%
100.00%
100.00%
100.00%
100.00%

Advertising spend
Firm
Advertisin
A
4600
E
4950
I
5150
O
4300
U
5200
Y (one prod
2100

t wise

handisers

Advertising s
4600

4950

5150

43

50.00%

40.00%
40.00%

30.00%

h e a rn e r s

20.00%

O the r s

Retail sales
Period -1 Period 0 Change
Share
K$
K$
%
%$
17.30%
26,897
30,805
14.50%
7.60%
15,096
17,033
12.80%
4.20%
15.00%
47,835
55,007
15.00%
13.60%
22,300
24,136
8.20%
6.00%
18.20%
14,666
16,753
14.20%
4.20%
28,691
32,499
13.30%
8.10%
17.50%
53,312
63,792
19.70%
15.80%
21,451
22,196
3.50%
5.50%
15.40%
8,341
9,506
14.00%
2.40%
49,144
56,787
15.60%
14.10%
16.60%
23,052
26,057
13.00%
6.50%
40,068
48,474
21.00%
12.00%
350,852 403,044
14.90% 100.00%

Market FORECAST
Actual size this period

Forecasted size next period

314
265

242
196
169

235
175

137

Percent
change in
sales P r o s
S ingle s
Period 0 volume
122375
-19%
51678
41%

H i E a rn e r s

O the r s

0.251726

11.80%
19.60%
12.30%
21.30%
16.50%
18.50%

153,180
68,711

Stock price
873
1165
851
1279
1248
1054

Advertising spend
5200

5150
4300

2100

Y ( o n e p ro d u c t )

CONSUMER SURVEY - PURCHASE INTENTIONS

Firm
Brand
Buffs
Singles
Pros
HiEarners Others
Total
A
SAMA
3.60%
9.00%
0.90%
0.50%
35.80%
12.00%
SALT
7.10%
13.10%
3.00%
2.10%
5.00%
5.70%
E
SEMI
11.60%
3.40%
20.50%
14.70%
1.00%
9.80%
SELF
9.30%
2.30%
6.10%
3.60%
0.70%
4.40%
I
SIRO
3.30%
6.40%
0.80%
0.50%
24.60%
8.50%
SIBI
11.20%
28.90%
3.40%
2.20%
10.60%
10.50%
O
SOLD
8.80%
3.30%
18.90%
28.70%
1.00%
11.30%
SONO
15.90%
2.90%
4.50%
2.00%
1.00%
5.50%
U
SUSI
2.10%
4.20%
0.70%
0.40%
12.20%
4.60%
SULI
13.20%
4.10%
24.40%
15.60%
1.20%
11.20%
Y
SYGU
8.50%
18.60%
5.40%
3.60%
5.60%
7.70%
SYCA
5.40%
3.90%
11.40%
26.00%
1.30%
8.80%
Total
100.00% 100.00% 100.00% 100.00% 100.00% 100.00%
DISTRIBUTION PANEL - DISTRIBUTION COVERAGE BY CHANNEL
Firm
Brand
Specialty stores
Depart. stores
A
SAMA
18.00%
36.20%
SALT
38.10%
40.60%
E
SEMI
52.70%
45.20%
SELF
40.80%
27.40%
I
SIRO
20.80%
45.60%
SIBI
40.30%
45.70%
O
SOLD
42.90%
47.20%
SONO
37.10%
34.80%
U
SUSI
16.40%
30.80%
SULI
42.60%
45.20%
Y
SYGU
41.00%
37.20%
SYCA
50.30%
19.40%
Total number of outlets
30,000
6,750

Mass Merchandis.
37.60%
25.00%
30.70%
20.30%
38.00%
24.70%
20.50%
13.40%
27.50%
36.50%
22.30%
14.50%
10,000

Mass Merchandis.

MULTIDIMENSIONAL SCALING
INFLUENCE OF PRODUCT CHARACTERISTICS ON MDS DIMENSIONS
Weight
Design
Volume
(Kg)
(Index)
(Dm3)
Economy
Slight
Slight
Slight
Performance
Slight
Slight
Slight
Convenience
Moderate Very strongModerate

MULTIDIMENSIONAL SCALING - IDEAL VALUES (-20 TO +20)

Segment
Economy Price
Buffs
1.4
Singles
5.8
Pros
-9.7
HiEarners
-12.2
Others
12.6

3
2
4
5
1

MENSIONS
Max Freq
(KHz)
Slight
Strong
Slight

Power
Price
(W)
($)
Slight
Very strong
Very strongSlight
Slight
Slight

PerformancPower, MaxConvenien weight,

14.7
1
-6.5
0.1
4
2.7
9.3
2
10.2
3.2
3
8.8
-9.3
5
-4

design, volume
5
3
1
2
4

MARKET FORECAST - SEG

Segment
Segment sizes in KU
Actual size this period
Forecasted size next p
Forecasted size in five
Relative segment sizes in
Actual size this period
Forecasted size next p
Forecasted size in five
Forecasted growth rates in
Next period
Total over next five per
Average over next five

Hi
Buff

buff
hi
pro

MARKET FORECAST - SEGMENT SIZES AND GROWTH RATES

Buffs
Singles
Pros
HiEarners Others
egment sizes in KU
Actual size this period
225
171
260
229
305
Forecasted size next period
220
211
308
283
362
Forecasted size in five periods
183
557
445
448
719
elative segment sizes in %
Actual size this period
18.90%
14.30%
21.80%
19.20%
25.60%
Forecasted size next period
15.90%
15.20%
22.30%
20.50%
26.10%
Forecasted size in five periods
7.80%
23.70%
18.90%
19.00%
30.60%
orecasted growth rates in %
Next period
-2.20%
23.60%
18.40%
23.60%
18.50%
Total over next five periods
-18.70% 226.40%
71.00%
95.40% 135.40%
Average over next five periods
-4.10%
26.70%
11.30%
14.30%
18.70%

CHARACTERISTICS OF MARKETED SONITE BRANDS

Physical characteristics
Firm
Brand
New or
Weight
Design
Volume
Max Freq Power
Modified (Kg)
(Index)
(Dm3)
(KHz)
(W)
A
SAMA
No
15
4
55
10
SALT
No
18
5
90
15
E
SEMI
No
14
7
80
45
SELF
No
15
4
60
45
I
SIRO
No
20
3
90
5
SIBI
No
19
5
75
30
O
SOLD
No
13
7
65
30
SONO
No
16
3
95
48
U
SUSI
No
18
3
95
15
SULI
No
12
6
30
40
Y
SYGU
No
11
9
55
25
SYCA
No
10
8
25
35

PSARU
PSAUN

16
11
12

4
8
8

95
60
30

50
27
34

10
30
75
90
12
30
75
88
12
80
30
45
84
52
65

Total
1,190
1,384
2,352
100.00%
100.00%
100.00%
16.30%
97.50%
14.60%

Base cost Retail price

($)
($)
72
240
114
325
208
550
218
500
52
170
104
250
235
540
188
330
67
235
198
500
146
340
193
550
Base cost budget
168
3010
168
1300
163
2830

219
490
400

Period 0
SALT
Estimated forecast of demand
Inventory left
Units to be produced

SAMA
70
44
26

165
0
165

Previous year price

Price
yes
Advertising media
Advertising research

Speciality Departmene
Retail price
Distribution margin
Selling price
Transfer cost
Contribution
Contribution margin at retail price = 240
Contribution margin at retail price = 240

220
88
132
71
61
46%
54%

220
66
154
71
83
54%
61%

COMPETITIVE SALES FO
(in number of salespeo
Firm
A

mass merchandisers
220
198
59.4
138.6
71
67.6
49%
57%

120
227.2

160
10816
332.64

51
66 U
154
Y

TOTAL
AVERAGE BY BRAND
AVERAGE BY FIRM

OMPETITIVE SALES FORCES - ESTIMATED SIZES

n number of salespeople)
Brand
SAMA
SALT
TOTAL
SEMI
SELF
TOTAL
SIRO
SIBI
TOTAL
SOLD
SONO
TOTAL
SUSI
SULI
TOTAL
SYGU
SYCA
TOTAL

VERAGE BY BRAND
VERAGE BY FIRM

Specialty stores
4
14
18
30
14
44
5
16
21
16
11
27
3
15
18
14
25
39
167
14
28

Depart. stores
9
11
20
15
6
21
15
15
30
18
9
27
8
15
23
11
3
14
135
11
22

Mass Merchandis.

Total
18
6
24
10
5
15
15
5
20
4
2
6
7
12
19
5
2
7
91
8
15

31
31
62
55
25
80
35
36
71
38
22
60
18
42
60
30
30
60
393
33
65

CONSUMER PANEL - MARKET SHARES BASED ON UNIT SALES

Firm

Brand

Buffs

Singles

Pros

HiEarners

SAMA
SALT

1.00%
4.40%
219,920
15.60%

4.80%
16.10%
218,625
15.50%

0.20%
0.80%
324,159
23.00%

0.70%
2.30%
270,545
19.20%

Total sales (U)

Total sales (% Total)

MARKET FORECAST - SEGMENT SIZES AND GROWTH RATES

Segment
Buffs
Singles
Pros
HiEarners
Segment sizes in KU
Actual size this period
220
219
324
271
Forecasted size next period
215
281
367
320

SALES
Others

Total

22.30%
11.80%
374,800
26.60%

7.00%
6.90%
1,408,049
100.00%

Others

Total

375
444

1,408
1,628

RATES

Demand forecast
118
117

20% variation
141
141

P-1 sale
99
99

Actual
productio
Inventory/
n
Lost sales
141
0
141
0

CONSUMER SURVEY - BRAND AWARENESS BY SEGMENT

Firm
Brand
Buffs
Singles
Pros
HiEarners Others
Total
A
SAMA
49.40%
64.20%
38.60%
39.40%
65.50%
51.60%
SALT
68.00%
76.90%
56.50%
55.20%
47.40%
58.80%
CONSUMER SURVEY - PURCHASE INTENTIONS
Firm
Brand
Buffs
Singles
Pros
HiEarners Others
Total
A
SAMA
1.60%
6.20%
0.40%
0.70%
23.90%
8.00%
SALT
4.10%
15.10%
0.90%
2.00%
11.30%
6.70%
MARKET FORECAST - SEGMENT SIZES AND GROWTH RATES
Segment
Buffs
Singles
Pros
HiEarners Others
Segment sizes in KU
Actual size this period
220
219
324
271
375
Forecasted size next period
215
281
367
320
444
Total sales (U)
Total sales (% Total)

219,920
15.60%

218,625
15.50%

324,159
23.00%

270,545
19.20%

Total
1,408
1,628

374,800 1,408,049
26.60% 100.00%

Qty
SAMA
SALT

84
68

Market share calc.

118
117

CONSUMER PANEL - MARKET SHARES BASED ON UNIT SALES

Firm
E
O
U
Total
Total sales (U)
Total sales (% Total)

MARKET FORECAST - SEGMENT SIZES AND GROWTH RATES

Segment
Segment sizes in KU
Actual size this period
Forecasted size next period
Forecasted size in five periods

Brand
SEMI
SELF
SOLD
SULI

Buffs
8.10%
15.50%
7.50%
12.00%
100.00%
219,920
15.60%

Buffs
220
215
168

COMPETITIVE ADVERTISING - ESTIMATED TOTAL EXPENDITUR

(all numbers in K$)
Firm
Brand
E
SEMI
SELF
O
SOLD
U
SULI

Singles
4.00%
2.30%
3.30%
5.00%
100.00%
218,625
15.50%

Pros
20.50%
2.50%
25.10%
43.20%
100.00%
324,159
23.00%

HiEarners
15.50%
2.00%
17.40%
17.10%
100.00%
270,545
19.20%

Others
1.00%
0.40%
0.80%
1.20%
100.00%
374,800
26.60%

Total
9.90%
3.90%
11.00%
16.20%
100.00%
1,408,049
100.00%

Singles

Pros

HiEarners

Others

Total

219
281
618

324
367
430

271
320
415

375
444
836

1,408
1,628
2,466

Buffs
450
950
450
650

Singles
500
300
300
550

Pros
1,400
550
750
1,050

Rank
2
2
2
1

SEMI
SELF
SOLD
SULI

SULI

only PROS
159

HiEarners
1,000
350
850
1,050

Others
400
350
300
450

ED TOTAL EXPENDITURES

SARU/SARP
158
57
177
258

Total
3,750
2,500
2,650
3,750

Price

Sales force
SEMI
SELF
SOLD
SULI

Specialty stores
33
11
22
25

Depart. stores
17
4
18
18

Advertising cost
SEMI
SELF
SOLD
SULI

Buffs
450
950
450
650

Singles
500
300
300
550

AVG Market price

380 decreasing

320- decreasing

Mass Merchandis.
13
1
1
10
Pros
1,400
550
750
1,050

HiEarners
1,000
350
850
1,050

Others
400
350
300
450

490

500

250