Segment Wise Details of Markstrat at The End of Period 4

Key Performance Indicators
Share Price Index

Market share - Total
Market share - Clinites
Market share - Nutrites
Revenues
Earnings before taxes
Benchmarking
Revenues
COGS
Contribution before marketing
Advertising expenditures
Commercial team costs
Merchandising expenditures
Contribution after marketing
Market research studies
R&D
Net contribution
Next period budget
Number of brands
Total
Clinites
Nutrites
Leading in a segment
Course
A43544
Industry
Germany
Period P
4
1000 in P0
%U
%$
%$
%$
K$
K$
1,522
18.8%
15.1%
17.7%
2.3%
88,634
29,054
1,435
8.7%
13.5%
10.1%
30.1%
76,707
19,886
920
10.5%
9.5%
9.0%
11.9%
55,830
11,597
1,491
20.9%
18.3%
19.5%
12.4%
105,574
13,986
2,651
25.0%
28.9%
28.9%
28.9%
164,808
60,184
1,039
7.9%
10.6%
9.9%
14.4%
60,918
10,334
% Rev
% Rev
% Rev
% Rev
% Rev
% Rev
% Rev
% Rev
% Rev
% Rev
K$
100.0%
-45.4%
52.8%
-9.4%
-6.6%
-2.1%
34.8%
-0.5%
-0.9%
32.8%
11,600
100.0%
-51.6%
45.9%
-10.0%
-7.1%
-2.4%
26.3%
-0.6%
-3.2%
25.9%
8,000
100.0%
-47.2%
49.9%
-16.5%
-7.5%
-3.4%
22.4%
-0.6%
-5.4%
20.8%
8,000
100.0%
-53.8%
45.0%
-10.6%
-10.9%
-2.7%
20.7%
-0.7%
-1.9%
13.2%
8,000
100.0%
-43.9%
55.4%
-7.5%
-7.5%
-1.6%
38.9%
-0.6%
-0.5%
36.5%
23,000
100.0%
-41.7%
57.6%
-8.1%
-24.9%
-2.8%
21.8%
-1.2%
-5.6%
17.0%
8,000
4
3
1
5
3
2
5
4
1
5
3
2
5
3
2
6
4
2
MINT (Me), MITT (Lo)
RUKD (He)
SUSuny (El)
LIME (Hi), LIKE (Si), LUSH

(Fa)
NINE (Af)
TIME (Hi), TICK (Lo), TINY

(Si)
LIVEN (Me), LUSH (El)
NUKE (He)
puss (N)
PU-LUSH (N)
PICKLE (C), PURIT (N),

PUold (N)
#2 in a segment
RISE (Af), RUKD (Fa)
R&D Projects
PI-RICM (C), PI-RICV (C), PUPuLeone (N), Pu.Maaz (N)
RUMB (N)
Completed this period

Partially completed this period
PUremusk (N)
Course
A43544
Industry
Germany
Period P
4
LIME
TIME
MISS
Period 0
Period 0
Period 0
PI-LIME2
PITIME
PI22miss
%U
8.2%
4.1%
3.0%
%$
13.8%
8.4%
5.2%
Segment Share
%U
46.7%
21.0%
10.5%
%$
44.9%
24.7%
10.5%
Contribution
M$
34.0
15.2
11.5
%Revenues
53.4%
39.3%
47.4%
Product Design - Distance from Ideal Point - Semantic Scales
Efficacy 22%
0.4
0.1
1.0
Safety 15%
0.5
0.1
0.0
Packaging 5%
0.1
0.3
1.6
Pleasure 8%
0.3
0.2
1.1
Usability 3%
0.4
0.1
1.7
Product Design - Distance from Ideal Point - Multidimensional Scaling
Performance 36%
0.0
0.4
3.9
Convenience 16%
1.9
0.8
9.3
Pricing - Retail Price in $ and Distance from Ideal Point
Retail Price $
22
27
23
Distance - Price 48%
0.2
0.6
0.0
Distance - Economy 48%
1.4
5.1
0.1
Advertising budget
Current period
K$
700
1,490
1,110
Cumulative past 3 years
K$
2,110
3,630
3,250
Ladder of Adoption
Awareness
%
73.2%
79.7%
76.6%
Purchase Intentions
%
54.7%
17.7%
9.0%
Preference (Awa / PI)
1.0
0.3
0.2
Size of commercial team
Mass Merchandisers 6%
15
18
3
Specialized Mass 25%
30
30
10
Dept. Stores 57%
40
47
18
Beauty Portals 13%
5
15
5
Distribution Coverage
20%
26%
5%
36%
37%
14%
Dept. Stores 57%
53%
56%
34%
Beauty Portals 13%
30%
50%
20%
Merchandising budget (K$)
Launched in
Base R&D Project
Market Share
Market
Segment
Clinites High Earners
RISE
Period 0
PI-RIHN
3.7%
6.1%
9.9%
9.5%
6.0
21.2%
0.0
0.1
1.1
1.2
1.1
0.2
7.9
22
0.2
1.3
830
1,460
69.0%
8.6%
0.2
22
33
28
10
23%
34%
43%
40%
Size P (M$)
190.2
Size P (KU)
8,518
Growth P+1
14.4%
Growth P+5
6.2%
CAGR + 5
1.2%
Mass Merchandisers
Specialized Mass
Dept. Stores
Beauty Portals
Share of Shelf-Space
Mass Merchandisers
Specialized Mass
Dept. Stores
Beauty Portals
Gained (+) / Lost (-) sales
6%
25%
57%
13%
75
200
300
50
130
230
320
70
10
100
200
20
100
193
260
55
6%
25%
57%
13%
Unit
3%
10%
28%
13%
-676,364
1%
2%
5%
2%
281,912
1%
2%
6%
3%
129,092
2%
4%
10%
5%
112,612
Course
A43544
Industry
Germany
Period P
4
NINE
RISE
MISS
Period 0
Period 0
Period 0
PI-NINE
PI-RIHN
PI22miss
%U
3.2%
3.7%
3.0%
%$
5.5%
6.1%
5.2%
Segment Share
%U
25.1%
22.5%
15.6%
%$
26.0%
22.3%
16.2%
Contribution
M$
9.7
6.0
11.5
%Revenues
37.5%
21.2%
47.4%
Efficacy 22%
0.8
0.7
0.2
Safety 15%
0.1
0.2
0.3
Packaging 5%
1.2
0.2
0.2
Pleasure 8%
0.3
1.3
1.4
Usability 3%
1.8
0.2
0.8
Performance 36%
3.3
2.3
1.8
Convenience 16%
5.7
4.5
3.1
Retail Price $
23
22
23
0.4
0.5
0.7
3.0
3.3
4.7
Advertising budget
Current period
K$
280
210
530
K$
2,290
840
1,440
Ladder of Adoption
Awareness
%
79.4%
68.0%
72.5%
Purchase Intentions
%
24.0%
21.4%
14.8%
1.0
1.0
0.6
35
22
3
35
33
10
Dept. Stores 44%
110
28
18
Beauty Portals 10%
10
10
5
30%
23%
5%
33%
34%
14%
Dept. Stores 44%
53%
43%
34%
Beauty Portals 10%
40%
40%
20%
Launched in
Base R&D Project
Market Share
Market
Segment
Clinites Affluent Fam.
LIME
Period 0
PI-LIME2
8.2%
13.8%
14.9%
14.7%
34.0
53.4%
TIME
Period 0
PITIME
4.1%
8.4%
8.8%
10.7%
15.2
39.3%
0.4
0.2
1.2
2.2
0.5
0.8
0.3
1.0
2.3
0.9
2.1
10.5
2.5
11.6
22
0.5
3.3
27
1.3
9.8
600
1,840
770
2,700
76.9%
19.2%
0.8
80.6%
8.2%
0.3
15
30
40
5
18
30
47
15
20%
36%
53%
30%
26%
37%
56%
50%
Size P (M$)
91.5
Size P (KU)
4,257
Growth P+1
12.3%
Growth P+5
65.4%
CAGR + 5
10.6%
Mass Merchandisers
Specialized Mass
Dept. Stores
Beauty Portals
Mass Merchandisers
Specialized Mass
Dept. Stores
Beauty Portals
12%
34%
44%
10%
70
125
250
40
100
193
260
55
10
100
200
20
75
200
300
50
130
230
320
70
12%
34%
44%
10%
Unit
1%
2%
5%
3%
45,295
2%
4%
10%
5%
46,084
1%
2%
6%
3%
34,877
3%
10%
28%
13%
-185,543
1%
2%
5%
2%
27,343
Course
A43544
Industry
Germany
Period P
4
MINT
LIVEN
RICH
Period 0
Period 2
Period 0
PIremint
PI-LIVEN
PI-RICH
%U
6.2%
2.3%
2.4%
%$
5.8%
2.5%
3.0%
Segment Share
%U
19.4%
15.1%
9.9%
%$
16.5%
15.0%
11.2%
Contribution
M$
8.3
-1.5
6.0
%Revenues
29.0%
-12.4%
40.8%
Efficacy 22%
0.7
0.1
1.4
Safety 15%
0.9
0.3
2.0
Packaging 5%
1.2
0.8
1.0
Pleasure 8%
0.0
0.1
0.4
Usability 3%
0.3
0.2
0.4
Performance 36%
5.1
0.4
10.8
Convenience 16%
1.9
1.5
0.1
Retail Price $
13
15
17
0.7
0.5
0.1
4.8
3.2
0.6
Advertising budget
Current period
K$
910
1,110
940
K$
2,600
2,940
1,970
Ladder of Adoption
Awareness
%
68.8%
52.7%
59.0%
Purchase Intentions
%
15.6%
29.3%
7.8%
0.4
1.0
0.2
35
40
16
18
30
17
Dept. Stores 24%
11
20
3
Beauty Portals 6%
13
5
4
44%
44%
25%
27%
37%
26%
Dept. Stores 24%
19%
32%
7%
Beauty Portals 6%
40%
30%
20%
Launched in
Base R&D Project
Market Share
Market
Segment
Clinites
Medium Income
Size P (M$)
110.5
Size P (KU)
7,806
Growth P+1
9.2%
Growth P+5
-13.8%
TINY
Period 0
pitinny
8.0%
6.8%
7.8%
5.9%
11.5
34.5%
NITE
Period 4
PINE
1.1%
1.4%
7.2%
8.1%
-2.2
-33.2%
NICE
Period 0
PI-NICE
2.7%
2.5%
6.4%
5.3%
3.8
30.6%
SILK
Period 0
PISILK2
8.8%
6.7%
5.5%
3.9%
13.9
41.9%
LIKE
Period 0
PI-LIKE2
14.2%
12.5%
5.4%
4.3%
32.9
53.7%
SiFari
Period 4
PiFaria
0.4%
0.4%
1.7%
1.7%
-2.3
-120.7%
1.3
2.0
1.2
0.4
0.6
0.3
0.6
1.1
0.1
0.3
1.7
2.2
1.5
0.0
0.2
1.8
2.2
1.5
0.3
0.2
1.2
1.8
1.4
0.1
0.2
1.2
1.1
0.8
0.3
1.2
10.5
4.6
3.0
2.0
12.4
2.8
13.1
4.1
9.6
2.7
8.0
4.1
12
1.0
6.5
17
0.5
3.0
13
0.5
3.3
11
1.3
8.9
12
1.2
8.3
15
0.2
1.3
640
1,830
670
670
110
540
440
1,290
270
800
690
690
61.6%
6.2%
0.2
24.6%
5.8%
0.4
57.2%
5.3%
0.2
56.4%
4.0%
0.1
57.2%
5.6%
0.2
18.1%
1.4%
0.1
25
26
22
12
40
60
30
15
52
19
9
5
20
25
6
12
43
42
10
5
4
15
16
1
36%
35%
32%
40%
34%
38%
34%
40%
39%
23%
17%
20%
32%
37%
11%
30%
44%
46%
21%
30%
6%
23%
30%
0%
CAGR + 5
-2.9%
Mass Merchandisers
Specialized Mass
Dept. Stores
Beauty Portals
Mass Merchandisers
Specialized Mass
Dept. Stores
Beauty Portals
43%
27%
24%
6%
325
170
40
35
220
180
100
50
300
300
98
49
220
200
94
40
100
120
60
20
135
114
54
16
270
300
30
15
200
250
90
60
20
150
150
5
43%
27%
24%
6%
Unit
6%
5%
4%
5%
302,052
10%
8%
10%
7%
-1,108,815
2%
2%
1%
1%
162,387
6%
9%
5%
9%
124,940
3%
2%
3%
2%
103,070
2%
3%
2%
2%
83,520
7%
6%
2%
5%
121,997
12%
18%
8%
16%
-12,182
0%
1%
1%
0%
22,140
Course
A43544
Period P
4
Market
Clinites
Segment
Low Income
Size P (M$)
171.4
MITT
TICK
SILK
Period 2
Period 2
Period 0
PI11-low
PITICK
PISILK2
%U
10.9%
9.3%
8.8%
%$
6.7%
4.3%
6.7%
Segment Share
%U
28.9%
24.2%
13.9%
%$
28.3%
18.1%
16.8%
Contribution
M$
15.5
2.4
13.9
%Revenues
45.8%
10.8%
41.9%
Efficacy 22%
0.7
0.1
0.7
Safety 15%
1.1
0.1
0.5
Packaging 5%
0.3
0.7
1.3
Pleasure 8%
0.6
0.7
1.9
Usability 3%
0.1
0.9
2.3
Performance 36%
0.0
0.1
1.1
Convenience 16%
2.5
4.9
12.1
Retail Price $
9
6
11
0.2
0.1
0.5
1.0
0.5
3.1
Advertising budget
Current period
K$
1,210
1,260
1,160
K$
3,640
4,660
2,860
Ladder of Adoption
Awareness
%
47.9%
51.7%
61.9%
Purchase Intentions
%
32.9%
36.6%
9.4%
1.0
1.0
0.2
43
50
20
20
32
25
Dept. Stores 5%
1
8
6
Beauty Portals 8%
13
10
12
53%
52%
32%
29%
40%
37%
Dept. Stores 5%
2%
17%
11%
Beauty Portals 8%
30%
40%
30%
XIBU
Period 0
PIX05
3.6%
2.0%
8.6%
7.7%
5.4
52.8%
XILO
Period 0
PIX03
3.2%
1.8%
7.7%
6.9%
4.9
53.6%
XIFI
Period 3
PIX04
1.9%
1.2%
4.8%
4.6%
2.9
47.9%
0.4
1.1
0.5
0.4
0.5
0.1
1.1
0.8
0.4
0.7
0.1
1.1
0.1
0.3
0.5
4.6
2.9
3.6
3.8
2.7
0.4
8
0.4
2.8
8
0.4
2.8
8
0.4
2.8
160
360
160
540
160
210
49.7%
4.5%
0.1
45.6%
3.9%
0.1
23.9%
2.1%
0.1
0
0
0
0
0
0
0
0
0
0
0
0
25%
0%
0%
0%
45%
0%
0%
0%
30%
0%
0%
0%
Launched in
Base R&D Project
Market Share
Industry
Germany
Size P (KU)
21,614
Growth P+1
19.6%
Growth P+5
98.2%
CAGR + 5
14.7%
Mass Merchandisers
Specialized Mass
Dept. Stores
Beauty Portals
Mass Merchandisers
Specialized Mass
Dept. Stores
Beauty Portals
58%
29%
5%
8%
410
180
10
10
300
200
25
75
270
300
30
15
0
0
0
0
0
0
0
0
0
0
0
0
58%
29%
5%
8%
Unit
18%
9%
2%
9%
-872,586
18%
12%
4%
14%
-2,676,382
7%
6%
2%
5%
961,830
1%
0%
0%
0%
880,731
2%
0%
0%
0%
818,388
2%
0%
0%
0%
574,888
Course
A43544
Period P
4
Market
Clinites
Segment
Singles
LIKE
TINY
MINT
Period 0
Period 0
Period 0
PI-LIKE2
pitinny
PIremint
%U
14.2%
8.0%
6.2%
%$
12.5%
6.8%
5.8%
Segment Share
%U
44.1%
20.5%
10.5%
%$
44.2%
19.7%
11.2%
Contribution
M$
32.9
11.5
8.3
%Revenues
53.7%
34.5%
29.0%
Efficacy 22%
0.1
0.2
0.4
Safety 15%
0.2
0.3
0.8
Packaging 5%
0.7
0.4
0.4
Pleasure 8%
0.3
0.6
0.2
Usability 3%
1.3
0.4
1.3
Performance 36%
0.8
1.7
3.7
Convenience 16%
0.6
2.5
0.3
Retail Price $
12
12
13
0.1
0.2
0.4
0.7
1.1
2.8
Advertising budget
Current period
K$
760
940
680
K$
2,230
2,130
1,630
Ladder of Adoption
Awareness
%
67.8%
65.8%
65.4%
Purchase Intentions
%
46.9%
16.8%
8.8%
1.0
0.4
0.2
43
25
35
42
26
18
Dept. Stores 12%
10
22
11
Beauty Portals 12%
5
12
13
44%
36%
44%
46%
35%
27%
Dept. Stores 12%
21%
32%
19%
Beauty Portals 12%
30%
40%
40%
SILK
Period 0
PISILK2
8.8%
6.7%
9.9%
8.7%
13.9
41.9%
RIOV
Period 3
PI-RISN
1.2%
1.0%
4.1%
3.9%
-1.7
-34.5%
0.7
0.5
0.7
0.5
0.9
0.2
0.1
0.2
0.3
0.3
4.3
1.9
0.8
1.8
11
0.2
1.3
12
0.1
0.5
880
2,860
930
1,680
68.6%
7.4%
0.2
19.6%
9.0%
0.7
20
25
6
12
10
30
1
1
32%
37%
11%
30%
12%
26%
2%
10%
Launched in
Base R&D Project
Market Share
Industry
Germany
Size P (M$)
178.1
Size P (KU)
16,007
Growth P+1
35.2%
Growth P+5
86.4%
CAGR + 5
13.3%
Mass Merchandisers
Specialized Mass
Dept. Stores
Beauty Portals
Mass Merchandisers
Specialized Mass
Dept. Stores
Beauty Portals
28%
48%
12%
12%
200
250
90
60
220
200
94
40
325
170
40
35
270
300
30
15
30
50
10
10
28%
48%
12%
12%
Unit
12%
18%
8%
16%
-458,288
6%
9%
5%
9%
582,148
6%
5%
4%
5%
271,080
7%
6%
2%
5%
401,340
2%
5%
1%
3%
-783,353
Course
A43544
Industry
Germany
Period P
4
RUKD
NUKE
LUSH
Period 3
Period 2
Period 3
PU-RUHL
PUKE
PU-LUCI2
%U
21.8%
10.9%
17.9%
%$
25.5%
13.1%
16.9%
Segment Share
%U
57.8%
9.5%
8.4%
%$
61.7%
10.4%
7.3%
Contribution
M$
11.5
4.1
0.4
%Revenues
47.2%
32.3%
2.5%
Clinical Benefits 35%
0.2
0.2
0.7
Nutrition 15%
0.5
1.5
1.5
Packaging 4%
0.0
0.9
1.2
Flavor 10%
0.2
3.5
0.9
Variety 14%
0.2
2.1
1.5
Efficiency 49%
2.0
3.8
0.2
Suitability 28%
0.4
16.8
8.5
Retail Price $
37
38
30
0.3
0.0
0.8
1.9
0.0
5.6
Advertising budget
Current period
K$
1,030
550
870
K$
1,960
2,000
1,640
Ladder of Adoption
Awareness
%
30.1%
41.5%
41.8%
Purchase Intentions
%
57.8%
9.5%
8.4%
1.0
0.1
0.1
2
25
10
11
30
50
Dept. Stores 32%
7
50
40
Beauty Portals 11%
3
6
10
8%
44%
28%
13%
32%
48%
Dept. Stores 32%
12%
37%
49%
Beauty Portals 11%
10%
20%
50%
Launched in
Base R&D Project
Market Share
Market
Segment
Nutrites
Health Conscious
Size P (M$)
37.1
tug
Period 3
puppy
9.4%
8.6%
7.6%
6.3%
-1.5
-18.1%
LURE
Period 4
PU-LURE
10.9%
12.0%
5.2%
5.3%
-1.7
-14.4%
SUSuny
Period 2
PuSuny2
14.1%
12.0%
5.0%
3.9%
1.5
12.9%
0.0
0.4
0.2
0.9
0.1
0.1
0.1
2.1
1.9
0.7
1.5
0.9
0.7
2.1
0.2
0.9
1.6
0.5
8.7
5.3
6.2
29
0.4
2.5
35
0.1
0.9
27
1.8
12.3
550
810
550
550
390
1,080
26.3%
7.6%
0.2
23.6%
5.2%
0.1
19.4%
5.0%
0.1
7
52
31
11
10
50
20
40
2
10
10
1
20%
35%
36%
30%
31%
43%
32%
60%
9%
15%
17%
10%
Size P (KU)
1,125
Growth P+1
13.3%
Growth P+5
-9.6%
CAGR + 5
-2.0%
Mass Merchandisers
Specialized Mass
Dept. Stores
Beauty Portals
Mass Merchandisers
Specialized Mass
Dept. Stores
Beauty Portals
8%
50%
32%
11%
14
104
62
22
60
220
48
20
65
260
180
50
30
100
100
20
50
150
80
100
55
175
105
5
8%
50%
32%
11%
Unit
6%
8%
8%
8%
0
9%
9%
9%
8%
0
23%
25%
27%
26%
0
11%
13%
13%
13%
0
18%
18%
15%
18%
0
13%
9%
9%
7%
0
Course
A43544
Period P
4
Market
Nutrites
Segment
Families
Size P (M$)
63.8
Size P (KU)
2,108
Growth P+1
44.2%
LUSH
RUKD
NUKE
Period 3
Period 3
Period 2
PU-LUCI2
PU-RUHL
PUKE
%U
17.9%
21.8%
10.9%
%$
16.9%
25.5%
13.1%
Segment Share
%U
22.9%
17.4%
14.8%
%$
21.6%
20.2%
17.7%
Contribution
M$
0.4
11.5
4.1
%Revenues
2.5%
47.2%
32.3%
0.8
0.4
0.0
Nutrition 15%
0.8
1.1
0.8
Packaging 4%
1.6
0.4
1.3
Flavor 10%
0.1
0.8
2.5
Variety 14%
2.2
0.4
2.7
Efficiency 49%
2.3
4.1
1.7
Suitability 28%
8.8
0.1
17.1
Retail Price $
30
37
38
0.4
0.7
0.4
2.8
4.7
2.8
Advertising budget
Current period
K$
1,220
310
680
K$
2,100
520
2,130
Ladder of Adoption
Awareness
%
41.1%
11.0%
43.6%
Purchase Intentions
%
22.9%
17.4%
14.8%
0.4
1.0
0.2
10
2
25
50
11
30
Dept. Stores 29%
40
7
50
Beauty Portals 11%
10
3
6
28%
8%
44%
48%
13%
32%
Dept. Stores 29%
49%
12%
37%
Beauty Portals 11%
50%
10%
20%
tug
Period 3
puppy
9.4%
8.6%
9.6%
8.7%
-1.5
-18.1%
LURE
Period 4
PU-LURE
10.9%
12.0%
8.9%
9.8%
-1.7
-14.4%
SUSuny
Period 2
PuSuny2
14.1%
12.0%
7.8%
6.6%
1.5
12.9%
RUXX
Period 4
PU-RUFAM
4.2%
4.5%
7.1%
7.5%
-1.6
-36.9%
Tully
Period 3
puTIs
5.9%
3.8%
6.3%
4.0%
-5.6
-155.9%
0.2
1.0
0.2
0.1
0.6
0.3
0.7
2.5
0.9
1.3
1.7
0.3
1.2
1.1
0.9
0.1
0.3
0.2
0.4
0.1
2.2
1.7
1.2
1.2
1.0
3.0
1.9
2.7
9.0
7.4
6.5
1.1
0.4
7.0
1.7
29
0.0
0.3
35
0.5
3.7
27
1.4
9.5
34
0.4
3.0
20
2.7
17.7
360
750
660
660
390
1,020
930
930
600
1,210
20.7%
9.6%
0.3
19.8%
8.9%
0.3
17.6%
7.8%
0.3
14.6%
7.1%
0.3
30.2%
6.3%
0.1
7
52
31
11
10
50
20
40
2
10
10
1
5
11
8
3
28
37
25
7
20%
35%
36%
30%
31%
43%
32%
60%
9%
15%
17%
10%
14%
13%
13%
10%
55%
40%
38%
30%
Launched in
Base R&D Project
Market Share
Industry
Germany
Growth P+5
-37.5%
CAGR + 5
-9.0%
Mass Merchandisers
Specialized Mass
Dept. Stores
Beauty Portals
Mass Merchandisers
Specialized Mass
Dept. Stores
Beauty Portals
18%
43%
29%
11%
65
260
180
50
14
104
62
22
60
220
48
20
30
100
100
20
50
150
80
100
55
175
105
5
34
88
58
22
150
300
180
50
18%
43%
29%
11%
Unit
23%
25%
27%
26%
0
6%
8%
8%
8%
0
9%
9%
9%
8%
0
11%
13%
13%
13%
0
18%
18%
15%
18%
0
13%
9%
9%
7%
0
6%
5%
5%
6%
0
8%
7%
7%
7%
0
Course
A43544
Period P
4
Market
Nutrites
Segment
Elderly
Size P (M$)
48.0
Size P (KU)
1,714
Growth P+1
157.5%
SUSuny
LUSH
LURE
Period 2
Period 3
Period 4
PuSuny2
PU-LUCI2
PU-LURE
%U
14.1%
17.9%
10.9%
%$
12.0%
16.9%
12.0%
Segment Share
%U
27.7%
17.9%
16.9%
%$
25.3%
18.2%
20.1%
Contribution
M$
1.5
0.4
-1.7
%Revenues
12.9%
2.5%
-14.4%
0.4
0.5
1.1
Nutrition 15%
0.2
0.4
1.2
Packaging 4%
0.6
0.2
0.7
Flavor 10%
0.0
1.1
0.2
Variety 14%
0.2
1.2
0.3
Efficiency 49%
2.1
3.0
2.6
Suitability 28%
1.2
1.0
1.2
Retail Price $
27
30
35
0.9
0.1
1.1
5.9
0.8
7.3
Advertising budget
Current period
K$
670
460
1,990
K$
1,470
900
1,990
Ladder of Adoption
Awareness
%
32.3%
32.9%
38.5%
Purchase Intentions
%
27.7%
17.9%
16.9%
1.0
0.6
0.5
2
10
10
10
50
50
Dept. Stores 26%
10
40
20
Beauty Portals 8%
1
10
40
9%
28%
31%
15%
48%
43%
Dept. Stores 26%
17%
49%
32%
Beauty Portals 8%
10%
50%
60%
tug
Period 3
puppy
9.4%
8.6%
10.4%
10.2%
-1.5
-18.1%
Tully
Period 3
puTIs
5.9%
3.8%
8.0%
5.4%
-5.6
-155.9%
NUKE
Period 2
PUKE
10.9%
13.1%
7.1%
9.1%
4.1
32.3%
MUSK
Period 3
PU111new
3.8%
2.3%
5.3%
3.4%
-4.4
-198.6%
NUPLEX
Period 4
PUKE
1.1%
1.3%
1.2%
1.7%
-1.7
-133.5%
1.1
1.5
1.5
1.1
0.5
0.9
1.3
0.6
2.3
0.1
1.3
0.4
0.4
1.4
1.7
0.8
0.3
0.2
0.0
0.1
1.0
0.6
0.4
1.6
1.7
2.3
5.8
1.7
6.1
6.9
9.3
4.2
0.1
5.6
10.4
29
0.6
3.9
20
2.1
14.1
38
1.0
6.5
19
2.2
14.9
40
1.5
10.3
300
560
1,150
2,260
270
880
850
1,700
190
190
21.3%
10.4%
0.6
52.0%
8.0%
0.2
40.4%
7.1%
0.2
37.3%
5.3%
0.2
12.4%
1.2%
0.1
7
52
31
11
28
37
25
7
25
30
50
6
9
23
19
8
25
40
15
2
20%
35%
36%
30%
55%
40%
38%
30%
44%
32%
37%
20%
20%
19%
24%
20%
39%
28%
14%
10%
Launched in
Base R&D Project
Market Share
Industry
Germany
Growth P+5
1113.0%
CAGR + 5
64.7%
Mass Merchandisers
Specialized Mass
Dept. Stores
Beauty Portals
Mass Merchandisers
Specialized Mass
Dept. Stores
Beauty Portals
29%
37%
26%
8%
55
175
105
5
65
260
180
50
50
150
80
100
30
100
100
20
150
300
180
50
60
220
48
20
50
120
120
20
50
70
20
12
29%
37%
26%
8%
Unit
13%
9%
9%
7%
0
23%
25%
27%
26%
0
18%
18%
15%
18%
0
11%
13%
13%
13%
0
8%
7%
7%
7%
0
9%
9%
9%
8%
0
5%
5%
5%
5%
0
2%
2%
2%
1%
0

Segment Wise Details of Markstrat at The End of Period 4

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Segment Wise Details of Markstrat at The End of Period 4

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Key Performance Indicators

Share Price Index

MINT (Me), MITT (Lo)

LIME (Hi), LIKE (Si), LUSH

TIME (Hi), TICK (Lo), TINY

LIVEN (Me), LUSH (El)

PICKLE (C), PURIT (N),

RISE (Af), RUKD (Fa)

Completed this period

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