industry benchmarking – period 0blogs.ubc.ca/.../2015/08/markstratmarket-research.pdf · 6/7/2016...

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Industry Benchmarking – Period 0The benchmarking study compiles general informa鋙�on from annual reports about each of the Markstrat compe鋙�tors. Data is provided in a common format for allcompanies to allow an easy comparison of compe鋙�鋙�ve performance.

Overall Company Performances and ExpendituresThe two charts below show the overall performances of the compe鋙�ng firms in terms of revenues and profits, in million $, as well as their expenditures in the maincost categories in million $.

Company Profit & Loss StatementsThe table below provides an es鋙�mated P&L statement of the compe鋙�ng firms, in the same format as the one in your financial statements. All numbers are given inmillion $.

M R S TRevenues 38.6 38.6 38.6 38.6Cost of goods sold ‐19.7 ‐19.7 ‐19.7 ‐19.7Inventory costs ‐0.1 ‐0.1 ‐0.1 ‐0.1Contribu鋙�on before marke鋙�ng 18.8 18.8 18.8 18.8Adver鋙�sing expenditures ‐4 ‐4 ‐4 ‐4Commercial team costs ‐1.2 ‐1.2 ‐1.2 ‐1.2Contribu鋙�on a��er marke鋙�ng 13.6 13.6 13.6 13.6Market research studies ‐0.2 ‐0.2 ‐0.2 ‐0.2Research and development 0 0 0 0Interests paid 0 0 0 0Excep鋙�onal cost or profit 0 0 0 0Earnings before taxes 13.4 13.4 13.4 13.4Next Period Budget 7.1 7.1 7.1 7.1



Consumer Survey – Sonites Market – Period 0This survey ques鋙�onnaire has been administered to 3,000 individuals during Period 0. It gives brand awareness, purchase inten鋙�ons and shopping habit data foreach consumer segment in the Sonites market

Brand AwarenessThe brand awareness figures in the chart and table below represent the propor鋙�on of individuals who have unaided recall of a brand name. The report gives theinforma鋙�on for each brand currently on the market, in total and by consumer segment.

Average Brand Awareness (in %)

Brand Awareness by Consumer Segment

Brand Firm Explorers Shoppers Professionals High Earners SaversMOST M 53 % 65 % 44 % 49 % 62 %MOVE M 60 % 50 % 71 % 76 % 46 %ROCK R 53 % 65 % 44 % 49 % 62 %ROLL R 60 % 50 % 71 % 76 % 46 %SOFT S 53 % 65 % 44 % 49 % 62 %SOLO S 60 % 50 % 71 % 76 % 46 %TONE T 53 % 65 % 44 % 49 % 62 %TOPS T 60 % 50 % 71 % 76 % 46 %



Purchase Inten鋙�onsThe purchase inten鋙�ons figures in the chart and table below represent the propor鋙�on of individuals who would select a brand as their first choice, if they werebuying within a year. The report gives the informa鋙�on for each brand currently on the market, in total and by consumer segment. Please note that these figurescorrespond to the situa鋙�on of the period when the study is done and does not necessarily represent purchase inten鋙�ons for the following year.

Average Purchase Inten鋙�ons

Purchase Inten鋙�ons by Consumer Segment

Brand Firm Explorers Shoppers Professionals High Earners SaversMOST M 9.6 % 21.8 % 1.7 % 0.9 % 24.8 %MOVE M 15.4 % 3.2 % 23.3 % 24.1 % 0.2 %ROCK R 9.6 % 21.8 % 1.7 % 0.9 % 24.8 %ROLL R 15.4 % 3.2 % 23.3 % 24.1 % 0.2 %SOFT S 9.6 % 21.8 % 1.7 % 0.9 % 24.8 %SOLO S 15.4 % 3.2 % 23.3 % 24.1 % 0.2 %TONE T 9.6 % 21.8 % 1.7 % 0.9 % 24.8 %TOPS T 15.4 % 3.2 % 23.3 % 24.1 % 0.2 %TOTAL ‐ 100 % 100 % 100 % 100 % 100 %

Shopping HabitsThe shopping habit data in the chart below represent, for each channel, the propor鋙�on of individuals who would choose that channel when shopping for a Sonites.



Consumer Panel – Sonites Market – Period 0The consumer panel study shown below is based on a sample group of over 500 consumers whose buying behavior is believed to be representa鋙�ve of the en鋙�reSonites market. It provides market shares by consumer segment as well as industry sales in this product category

Market Shares (Based on units sold)The market shares figures in the chart and table below represent the propor鋙�on of individuals who have purchased a given brand during Period 0. The report givesthe informa鋙�on for each brand currently on the market, in total and by consumer segment

Total Market Shares (%Unit)

Market Shares by Consumer Segment (%Unit)

Brand Firm Explorers Shoppers Professionals High Earners SaversMOST M 9.4 % 21.9 % 1.7 % 0.9 % 24.8 %MOVE M 15.6 % 3.1 % 23.3 % 24.1 % 0.2 %ROCK R 9.4 % 21.9 % 1.7 % 0.9 % 24.8 %ROLL R 15.6 % 3.1 % 23.3 % 24.1 % 0.2 %SOFT S 9.4 % 21.9 % 1.7 % 0.9 % 24.8 %SOLO S 15.6 % 3.1 % 23.3 % 24.1 % 0.2 %TONE T 9.4 % 21.9 % 1.7 % 0.9 % 24.8 %TOPS T 15.6 % 3.1 % 23.3 % 24.1 % 0.2 %TOTAL ‐ 100 % 100 % 100 % 100 % 100 %

Industry Volume (based on units sold)The charts below give the unit product category sales by consumer segment and in total. The rela鋙�ve sizes of the 5 consumer segments are provided as well.

Unit Sales by Consumer Segment in thousands of units Rela鋙�ve Consumer Segment Sizes



Distribu鋙�on Panel – Sonites Market – Period 0The distribu鋙�on panel provides con鋙�nuous tracking of product sales to consumers, based on informa鋙�on gathered at the retail point‐of‐sale. Informa鋙�on isprimarily gathered from scanning cash‐registers with supplementary store audits. Our read represents sales in about 35,000 retail outlets in the Markstrat world.This report gives market shares and coverage data, by distribu鋙�on channel.

Sales and Market Shares by ChannelThe table and charts below provide the market shares, based on units sold, by channel for each brand currently on the market. They also give the unit productcategory sales by channel and in total. The rela鋙�ve sizes of the channel are provided as well.

Market Shares by Channel (%Unit)

Brand Firm Specialty stores Mass Merch. Online StoresMOST M 11 % 19 % 11 %MOVE M 14 % 6 % 14 %ROCK R 11 % 19 % 11 %ROLL R 14 % 6 % 14 %SOFT S 11 % 19 % 11 %SOLO S 14 % 6 % 14 %TONE T 11 % 19 % 11 %TOPS T 14 % 6 % 14 %TOTAL ‐ 100 % 100 % 100 %

Unit Sales by Channel in thousands of units Rela鋙�ve Channel Sizes (%Units Sold)



Distribu鋙�on CoverageThe distribu鋙�on coverage figures in the charts and table below represent the propor鋙�on of stores who carry a given brand. The report gives the informa鋙�on foreach brand currently on the market. The number of outlets in each distribu鋙�on channel is provided as well.

Distribu鋙�on Coverage by Channel (%Stores)

Brand Firm Specialty stores Mass Merch. Online StoresMOST M 39 % 40 % 39 %MOVE M 41 % 40 % 41 %ROCK R 39 % 40 % 39 %ROLL R 41 % 40 % 41 %SOFT S 39 % 40 % 39 %SOLO S 41 % 40 % 41 %TONE T 39 % 40 % 39 %TOPS T 41 % 40 % 41 %

Number of outlets in each Channel Rela鋙�ve Channel Sizes (%Outlet)



Seman鋙�c Scales – Sonites Market – Period 0The seman鋙�c scales study provides data based on a seman鋙�c differen鋙�al ques鋙�onnaire administered to 600 individuals. Several seman鋙�c scales corresponding tothe Sonites physical a태�ributes were presented to the respondents. The figure below shows a sample scale for Power.

Several crucial informa鋙�on are derived from these ques鋙�onnaires: brand percep鋙�ons, ideal value along each scale, ideal value evolu鋙�on, brand maps.

Brand percep鋙�onsRespondents are asked to rate each brand according to the way they perceive the brand on each characteris鋙�c. The reported results are summarized in the tablebelow, using the mean value for each brand.

Brand Firm Features Design Ba태�ery Display Power PriceMOST M 6.3 1.5 5.4 4.6 1.5 2.6MOVE M 4.3 5.7 2.2 6.5 5.5 6.2ROCK R 6.3 1.5 5.4 4.6 1.5 2.6ROLL R 4.3 5.7 2.2 6.5 5.5 6.2SOFT S 6.3 1.5 5.4 4.6 1.5 2.6SOLO S 4.3 5.7 2.2 6.5 5.5 6.2TONE T 6.3 1.5 5.4 4.6 1.5 2.6TOPS T 4.3 5.7 2.2 6.5 5.5 6.2

Ideal ValuesRespondents are also asked to indicate their preferred (also called “Ideal”) value on each scale. The reported results are summarized in the table below, using themean value for each segment.

Segment Features Design Ba태�ery Display Power PriceExplorers 4.7 1.7 6.2 6.1 6.3 3.3Shoppers 1.8 5.2 3.0 4.0 3.7 3.1

Professionals 5.8 5.7 5.0 5.4 5.1 5.1High Earners 3.2 6.0 3.5 4.8 4.8 5.9

Savers 2.5 3.8 1.7 2.5 2.3 2.2

Importance of characteris鋙�csFinally, respondents are asked to rate the importance of each characteris鋙�c in their purchasing decision. Although consumer segments differ on the exactimportance ra鋙�ngs a태�ributed to the characteris鋙�cs, they tend to agree on the ranking of the scales, i.e. their “rela鋙�ve” importance. This is why only average valueare reported on the chart below. Ra鋙�ngs are given on a scale from 1 (not important) to 10 (very important).



Brand MapsMaps represen鋙�ng consumers’ percep鋙�ons based on the seman鋙�c scales can be obtained for each pair of a태�ributes. Five maps are provided below. We invite youto export data into Excel and draw addi鋙�onal maps if needed


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Ideal Value Evolu鋙�onThis study monitors the evolu鋙�on of consumer needs over 鋙�me. The preferred values on each scale over the past (3 years maximum) are recorded in the tablebelow, for each consumer segment.

Segment Period Features Design Ba태�ery Display Power PriceExplorers Period 0 4.7 1.7 6.2 6.1 6.3 3.3

High Earners Period 0 3.2 6.0 3.5 4.8 4.8 5.9Professionals Period 0 5.8 5.7 5.0 5.4 5.1 5.1

Savers Period 0 2.5 3.8 1.7 2.5 2.3 2.2Shoppers Period 0 1.8 5.2 3.0 4.0 3.7 3.1

Online Tool ‐ Addi鋙�onal ChartsThe most important charts and graph of the Seman鋙�c Scales study are given in the above report.But an online tool provides addi鋙�onal charts that will allow youto: ‐ Monitor the evolu鋙�on of ideal values in a visual way‐ Design Powerful R&D projects as described in sec鋙�on VI of the Markstrat Handbook

Access Addi鋙�onal Charts

http://markstrat.stratxsimulations.com/Web%20-%20InstructorTools/MSWebMultiFunctionTool/MultiFunctionTool.aspx?params=BrfGHxGjf!M0OwkKIJT_lO0eGjN!0wS0!GPFNOmYlgamzbwWl3FrwzlHjxGHxwJKEJ8Tl*0OzbwWlCHOzbw_



Seman鋙�c Scales – Vodites Market – Period 0The seman鋙�c scales study provides data based on a seman鋙�c differen鋙�al ques鋙�onnaire administered to 600 individuals. Several seman鋙�c scales corresponding tothe Vodites physical a태�ributes were presented to the respondents. The figure below shows a sample scale for Power.

Several crucial informa鋙�on are derived from these ques鋙�onnaires: brand percep鋙�ons, ideal value along each scale, ideal value evolu鋙�on, brand maps.

Brand percep鋙�onsNo brands were marketed in this market this period.

Ideal ValuesRespondents are also asked to indicate their preferred (also called “Ideal”) value on each scale. The reported results are summarized in the table below, using themean value for each segment.

Segment Resolu鋙�on Energy Carbon Connec鋙�vity Apps PriceInnovators 5.1 3.3 4.3 4.8 3.7 6.3Adopters 4.4 4.0 4.9 3.8 4.3 5.5Followers 3.3 4.4 3.4 3.1 3.3 4.8

Importance of characteris鋙�csFinally, respondents are asked to rate the importance of each characteris鋙�c in their purchasing decision. Although consumer segments differ on the exactimportance ra鋙�ngs a태�ributed to the characteris鋙�cs, they tend to agree on the ranking of the scales, i.e. their “rela鋙�ve” importance. This is why only average valueare reported on the chart below. Ra鋙�ngs are given on a scale from 1 (not important) to 10 (very important).

Brand MapsBrands map are not available as no brands were marketed in this market this period.



Mul鋙�dimensional Scaling of Brand Similari鋙�es & Preferences – Sonites Market – Period 0This study provides a joint space configura鋙�on obtained with non‐metric mul鋙�dimensional scaling. It relies on similarity and preference data on the complete setof brands available in the market. These data were obtained through interviews with 200 individuals.

Perceptual MapThe study provides a graphical representa鋙�on of the perceptual posi鋙�oning of Sonites brands and consumer segments’ ideal points. Three dimensions, interpretedas Economy, Performance, Convenience were sufficient to provide a good fit to the data. The two perceptual maps are given below.

Perceptual Map – Economy X Performance



Perceptual Map – Economy X Convenience

Brand Percep鋙�onsThe table below gives the coordinates of the brand posi鋙�ons on the perceptual map, on a scale from ‐20 to +20.

Brand Firm Economy Performance ConvenienceMOST M 10 ‐11 ‐11MOVE M ‐15 13 6ROCK R 10 ‐11 ‐11ROLL R ‐15 13 6SOFT S 10 ‐11 ‐11SOLO S ‐15 13 6TONE T 10 ‐11 ‐11TOPS T ‐15 13 6

Ideal ValuesThe table below gives the coordinates of the brand posi鋙�ons on the perceptual map, on a scale from ‐20 to +20.

Segment Economy Performance ConvenienceExplorers 4 15 ‐7Shoppers 6 ‐2 3

Professionals ‐7 8 11High Earners ‐13 6 8

Savers 12 ‐11 ‐5

Ideal Value Evolu鋙�onThis study monitors the evolu鋙�on of consumer needs over 鋙�me. The preferred values on each perceptual map dimension over the past (3 years maximum) arerecorded in the table below, for each consumer segment.

Segment Period Economy Performance ConvenienceExplorers Period 0 4 15 ‐7

High Earners Period 0 ‐13 6 8Professionals Period 0 ‐7 8 11

Savers Period 0 12 ‐11 ‐5Shoppers Period 0 6 ‐2 3



Influence of Product Characteris鋙�cs on Perceptual DimensionsAn indica鋙�on of the influence of product characteris鋙�cs on perceptual dimensions is provided in the table below to help you interpret the dimension that werederived from the study.

Dimension Features Design Ba태�ery Display Power PriceEconomy Slight Slight Slight Slight Slight Very Strong

Performance Slight Slight Slight Moderate Very Strong SlightConvenience Moderate Very Strong Moderate Slight Slight Slight

Online Tool ‐ Addi鋙�onal ChartsThe most important charts and graph of the mul鋙�dimensional scaling study are given in the above report.But an online tool provides addi鋙�onal charts that willallow you to: ‐ Monitor the evolu鋙�on of ideal values in a visual way‐ Design Powerful R&D projects as described in sec鋙�on VI of the Markstrat Handbook

Access Addi鋙�onal Charts

http://markstrat.stratxsimulations.com/Web%20-%20InstructorTools/MSWebMultiFunctionTool/MultiFunctionTool.aspx?params=BrfGHxGjf!M0OwkKIJT_lO0eGjN!0wgbSGPFNOmYlgamzbwWl3FrwzlHjxGHxwJKEJ8Tl*0OzbwWlCHOzbw_



Compe鋙�鋙�ve Adver鋙�sing Es鋙�mates – Sonites Market – Period 0Es鋙�mates of compe鋙�鋙�ve adver鋙�sing budgets are given by firm, by brand and by consumer segments. All brands marketed in the current period are included in thestudy.

Es鋙�mated Total Adver鋙�sing Expenditures (in million dollars) – By Firm and by Consumer Segment

Es鋙�mated Brand Adver鋙�sing Expenditures (in thousand dollars) – Total and by Consumer SegmentBrand Explorers Shoppers Professionals High Earners Savers TOTALTOPS 520 360 630 630 360 2,500SOLO 520 360 630 630 360 2,500ROLL 520 360 630 630 360 2,500MOVE 520 360 630 630 360 2,500TONE 310 370 210 210 370 1,470SOFT 310 370 210 210 370 1,470ROCK 310 370 210 210 370 1,470MOST 310 370 210 210 370 1,470TOTAL 3,320 2,920 3,360 3,360 2,920 15,880

Es鋙�mated Communica鋙�on Dimensions and Message QualityThe table below provides an es鋙�mate of the dimensions that have been used in brand communica鋙�on, as well as an es鋙�mate of the message quality. Highermessage quali鋙�es are obtained with higher adver鋙�sing research budgets.

Brand Firm Communica鋙�on Dimensions Message QualityMOST MMOVE MROLL RROCK RSOFT SSOLO STONE TTOPS T



Compe鋙�鋙�ve Commercial Team Size Es鋙�mates – Sonites Market – Period 0Es鋙�mates of compe鋙�鋙�ve commercial team size are given by firm, by brand and by distribu鋙�on channel. The breakdown by brand and channel is also provided. Allbrands marketed in the current period are included in the study.

Es鋙�mated Commercial Team Size (in full‐鋙�me equivalent) – By Firm and by Distribu鋙�on Channel

Es鋙�mated Brand Commercial Team Sizes (in commercial people equivalent) – Total and by Distribu鋙�on ChannelBrand Specialty stores Mass Merch. Online Stores TOTALTOPS 10 10 10 30TONE 10 10 10 30SOLO 10 10 10 30SOFT 10 10 10 30ROLL 10 10 10 30ROCK 10 10 10 30MOVE 10 10 10 30MOST 10 10 10 30TOTAL 80 80 80 240



Market Forecast – Sonites Market – Period 0This study provides es鋙�mates of the expected market size in one period and in five periods. Results are given for the whole market and are also broken down byconsumer segment.

Total Market SizeThe charts below show the actual market size this period and the expected market size in one and five periods. Market growth rates are reported as well. Marketsizes are given in thousands of units.

Market Size (in thousands of units) Market Growth rates (in %)

Market Size by Consumer SegmentThe charts below show the actual market size this period and the expected market size in one and five periods. Results are broken down by segment. Rela鋙�vesegment size, in % of the total market size, and segment growth rates are reported as well. Sizes are given in thousands of units.

Market size broken down by consumer segment (in thousands of units)

Consumer Segment Growth Rates (in % units)

Rela鋙�ve Consumer Segment Sizes (in % of total market size)

Current Period In Five Periods



Market Forecast – Vodites Market – Period 0This study provides es鋙�mates of the poten鋙�al size of the market if a brand were introduced next period. Results are given for the whole market and are alsobroken down by consumer segment. This forecast is based in declared likelihood of purchase obtained from a sample of individuals. It should be noted that thisforecast does not rely on history and tends to be less accurate and generally somewhat op鋙�mis鋙�c.

Poten鋙�al Total Market SizeThe charts below show the poten鋙�al market size next period and in five periods, if a brand were introduced next period. Market growth rates are reported aswell. Market sizes are given in thousands of units.

Poten鋙�al market size (in thousands of units) Expected market growth rates over 5 periods (in %U)

Poten鋙�al Market Size by Consumer SegmentThe charts below show the poten鋙�al market size in one and five periods, if a brand were introduced next period. Results are broken down by segment. Rela鋙�vesegment size, in % of the total market size, and segment growth rates are reported as well. Sizes are given in thousands of units.

Poten鋙�al market size broken down by consumer segment (in thousands of units)

Poten鋙�al consumer segment sizes (in % of total market size)

Next Period In Five Period

Expected Consumer Segment Growth Rates (in % units)



Conjoint Analysis – Sonites Market – Period 0This study enables firms to es鋙�mate the rela鋙�ve importance of the price and physical characteris鋙�cs of a product category. Only the three characteris鋙�cs that areperceived as most important are included in the study. The study also provides the u鋙�lity a태�ached by consumers to varying levels of price and characteris鋙�cs.Results are broken down by consumer segment.

Rela鋙�ve importance of price and physical characteris鋙�cs

U鋙�lity chartsThe charts below show the u鋙�li鋙�es a태�ached to four arbitrary levels in each dimension included in the study. U鋙�li鋙�es are measured on a scale from 0 (very lowu鋙�lity) to 1 (very high u鋙�lity): the higher the u鋙�lity the higher the preference of consumer for the corresponding level in this dimension. The four levels have beenchosen in the feasible range for the dimension so as to test varying levels of interest for the segment. Results are broken down by consumer segment.

Explorers

High Earners



Professionals

Savers

Shoppers

industry benchmarking – period 0blogs.ubc.ca/.../2015/08/markstratmarket-research.pdf · 6/7/2016...

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