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
1000 in P0 %U %$ %$ %$ K$ K$ % Rev % Rev % Rev % Rev % Rev % Rev % Rev % Rev % Rev % Rev K$
Course A43544
Industry Germany
Period P 4
M
R
S
T
L
N
1, 1,522 18 18.8% 15 1 5.1% 17 17.7% 2.3% 88,634 29 2 9,054
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
10 1 00.0% -4 - 45.4% 52 5 2.8% -9.4% -6.6% -2.1% 34 3 4.8% -0.5% -0.9% 32 3 2.8% 11 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)
#2 in a segment
RISE (Af), RUKD (Fa)
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)
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
Period P 4
Market Clinites
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 5% Packaging 0.1 0.3 1.6 8% Pleasure 0.3 0.2 1.1 Usability 0.4 0.1 1.7 3% 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 K$ Current period 700 1,490 1,110 K$ Cumulative past 3 years 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 6% Mass Merchandisers 15 18 3 Specialized Mass 25% 30 30 10 Dept. Stores 57% 40 47 18 Beauty Portals 13% 5 15 5 Distribution Coverage 6% Mass Merchandisers 20% 26% 5% Specialized Mass 25% 36% 37% 14% Dept. Stores 57% 53% 56% 34% Beauty Portals 13% 30% 50% 20% Merchandising budget (K$)
RISE Period 0 PI-RIHN 3.7% 6.1% 9.9% 9.5% 6.0 21.2%
Launched in Base R&D Project Market Share
Industry Germany
0.0 0.1 1.1 1.2 1.1 0.2 7.9 22 0.2 1.3 830 1,460 69.0% 8.6% 0.2 22 33 28 10 23% 34% 43% 40%
Segment High Earners
Size P (M$) 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% 6% 25% 57% 13% Unit
75 200 300 50
130 230 320 70
10 100 200 20
100 193 260 55
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% Product Design - Distance from Ideal Point - Semantic Scales Efficacy 22% 0.8 0.7 0.2 Safety 15% 0.1 0.2 0.3 5% Packaging 1.2 0.2 0.2 8% Pleasure 0.3 1.3 1.4 Usability 1.8 0.2 0.8 3% Product Design - Distance from Ideal Point - Multidimensional Scaling Performance 36% 3.3 2.3 1.8 Convenience 16% 5.7 4.5 3.1 Pricing - Retail Price in $ and Distance from Ideal Point Retail Price $ 23 22 23 Distance - Price 48% 0.4 0.5 0.7 Distance - Economy 48% 3.0 3.3 4.7 Advertising budget K$ Current period 280 210 530 K$ Cumulative past 3 years 2,290 840 1,440 Ladder of Adoption % Awareness 79.4% 68.0% 72.5% % Purchase Intentions 24.0% 21.4% 14.8% Preference (Awa / PI) 1.0 1.0 0.6 Size of commercial team Mass Merchandisers 12% 35 22 3 Specialized Mass 34% 35 33 10 Dept. Stores 44% 110 28 18 Beauty Portals 10% 10 10 5 Distribution Coverage Mass Merchandisers 12% 30% 23% 5% Specialized Mass 34% 33% 34% 14% Dept. Stores 44% 53% 43% 34% Beauty Portals 10% 40% 40% 20% Merchandising budget (K$) Launched in Base R&D Project Market Share
Market Segment Clinites Affluent Fam. LIME Period 0 PI-LIME2 8.2% 13.8% 14.9% 14.7% 34.0 53.4%
TIME Period 0 PITIME 4.1% 8.4% 8.8% 10.7% 15.2 39.3%
0.4 0.2 1.2 2.2 0.5
0.8 0.3 1.0 2.3 0.9
2.1 10.5
2.5 11.6
22 0.5 3.3
27 1.3 9.8
600 1,840
770 2,700
76.9% 19.2% 0.8
80.6% 8.2% 0.3
15 30 40 5
18 30 47 15
20% 36% 53% 30%
26% 37% 56% 50%
Size P (M$) 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 Share of Shelf-Space Mass Merchandisers Specialized Mass Dept. Stores Beauty Portals Gained (+) / Lost (-) sales
12% 34% 44% 10% 12% 34% 44% 10% Unit
70 125 250 40
100 193 260 55
10 100 200 20
75 200 300 50
130 230 320 70
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% Product Design - Distance from Ideal Point - Semantic Scales Efficacy 22% 0.7 0.1 1.4 Safety 15% 0.9 0.3 2.0 5% Packaging 1.2 0.8 1.0 8% Pleasure 0.0 0.1 0.4 Usability 0.3 0.2 0.4 3% Product Design - Distance from Ideal Point - Multidimensional Scaling Performance 36% 5.1 0.4 10.8 Convenience 16% 1.9 1.5 0.1 Pricing - Retail Price in $ and Distance from Ideal Point Retail Price $ 13 15 17 Distance - Price 48% 0.7 0.5 0.1 Distance - Economy 48% 4.8 3.2 0.6 Advertising budget K$ Current period 910 1,110 940 K$ Cumulative past 3 years 2,600 2,940 1,970 Ladder of Adoption % Awareness 68.8% 52.7% 59.0% % Purchase Intentions 15.6% 29.3% 7.8% Preference (Awa / PI) 0.4 1.0 0.2 Size of commercial team Mass Merchandisers 43% 35 40 16 Specialized Mass 27% 18 30 17 Dept. Stores 24% 11 20 3 Beauty Portals 13 5 4 6% Distribution Coverage Mass Merchandisers 43% 44% 44% 25% Specialized Mass 27% 27% 37% 26% Dept. Stores 24% 19% 32% 7% 6% Beauty Portals 40% 30% 20% Merchandising budget (K$) Launched in Base R&D Project Market Share
Market Segment Clinites edium Income
Size P (M$) 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 Share of Shelf-Space Mass Merchandisers Specialized Mass Dept. Stores Beauty Portals Gained (+) / Lost (-) sales
43% 27% 24% 6% 43% 27% 24% 6% Unit
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
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% Product Design - Distance from Ideal Point - Semantic Scales Efficacy 22% 0.7 0.1 0.7 Safety 15% 1.1 0.1 0.5 5% Packaging 0.3 0.7 1.3 8% Pleasure 0.6 0.7 1.9 Usability 0.1 0.9 2.3 3% Product Design - Distance from Ideal Point - Multidimensional Scaling Performance 36% 0.0 0.1 1.1 Convenience 16% 2.5 4.9 12.1 Pricing - Retail Price in $ and Distance from Ideal Point Retail Price $ 9 6 11 Distance - Price 48% 0.2 0.1 0.5 Distance - Economy 48% 1.0 0.5 3.1 Advertising budget K$ Current period 1,210 1,260 1,160 K$ Cumulative past 3 years 3,640 4,660 2,860 Ladder of Adoption % Awareness 47.9% 51.7% 61.9% % Purchase Intentions 32.9% 36.6% 9.4% Preference (Awa / PI) 1.0 1.0 0.2 Size of commercial team Mass Merchandisers 58% 43 50 20 Specialized Mass 29% 20 32 25 5% Dept. Stores 1 8 6 Beauty Portals 13 10 12 8% Distribution Coverage Mass Merchandisers 58% 53% 52% 32% Specialized Mass 29% 29% 40% 37% 5% Dept. Stores 2% 17% 11% 8% Beauty Portals 30% 40% 30% Merchandising budget (K$)
XIBU Period 0 PIX05 3.6% 2.0% 8.6% 7.7% 5.4 52.8%
XILO Period 0 PIX03 3.2% 1.8% 7.7% 6.9% 4.9 53.6%
XIFI Period 3 PIX04 1.9% 1.2% 4.8% 4.6% 2.9 47.9%
0.4 1.1 0.5 0.4 0.5
0.1 1.1 0.8 0.4 0.7
0.1 1.1 0.1 0.3 0.5
4.6 2.9
3.6 3.8
2.7 0.4
8 0.4 2.8
8 0.4 2.8
8 0.4 2.8
160 360
160 540
160 210
49.7% 4.5% 0.1
45.6% 3.9% 0.1
23.9% 2.1% 0.1
0 0 0 0
0 0 0 0
0 0 0 0
25% 0% 0% 0%
45% 0% 0% 0%
30% 0% 0% 0%
Launched in Base R&D Project Market Share
Industry Germany
Size P (KU) 21,614
Growth P+1 19.6%
Growth P+5 98.2%
CAGR + 5 14.7%
Mass Merchandisers Specialized Mass Dept. Stores Beauty Portals Share of Shelf-Space Mass Merchandisers Specialized Mass Dept. Stores Beauty Portals Gained (+) / Lost (-) sales
58% 29% 5% 8% 58% 29% 5% 8% Unit
410 180 10 10
300 200 25 75
270 300 30 15
0 0 0 0
0 0 0 0
0 0 0 0
18% 9% 2% 9% - 872,586
18% 12% 4% 14% -2,676,382
7% 6% 2% 5% 961,830
1% 0% 0% 0% 880,731
2% 0% 0% 0% 818,388
2% 0% 0% 0% 574,888
Course A43544
Period P 4
Market Clinites
Segment Singles
LIKE TINY MINT Period 0 Period 0 Period 0 PI-LIKE2 pitinny PIremint %U 14.2% 8.0% 6.2% %$ 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% Product Design - Distance from Ideal Point - Semantic Scales Efficacy 22% 0.1 0.2 0.4 Safety 15% 0.2 0.3 0.8 5% Packaging 0.7 0.4 0.4 8% Pleasure 0.3 0.6 0.2 Usability 1.3 0.4 1.3 3% Product Design - Distance from Ideal Point - Multidimensional Scaling Performance 36% 0.8 1.7 3.7 Convenience 16% 0.6 2.5 0.3 Pricing - Retail Price in $ and Distance from Ideal Point Retail Price $ 12 12 13 Distance - Price 48% 0.1 0.2 0.4 Distance - Economy 48% 0.7 1.1 2.8 Advertising budget K$ Current period 760 940 680 K$ Cumulative past 3 years 2,230 2,130 1,630 Ladder of Adoption % Awareness 67.8% 65.8% 65.4% % Purchase Intentions 46.9% 16.8% 8.8% Preference (Awa / PI) 1.0 0.4 0.2 Size of commercial team Mass Merchandisers 28% 43 25 35 Specialized Mass 48% 42 26 18 Dept. Stores 12% 10 22 11 Beauty Portals 12% 5 12 13 Distribution Coverage Mass Merchandisers 28% 44% 36% 44% Specialized Mass 48% 46% 35% 27% Dept. Stores 12% 21% 32% 19% Beauty Portals 12% 30% 40% 40% Merchandising budget (K$)
SILK Period 0 PISILK2 8.8% 6.7% 9.9% 8.7% 13.9 41.9%
RIOV Period 3 PI-RISN 1.2% 1.0% 4.1% 3.9% -1.7 -34.5%
0.7 0.5 0.7 0.5 0.9
0.2 0.1 0.2 0.3 0.3
4.3 1.9
0.8 1.8
11 0.2 1.3
12 0.1 0.5
880 2,860
930 1,680
68.6% 7.4% 0.2
19.6% 9.0% 0.7
20 25 6 12
10 30 1 1
32% 37% 11% 30%
12% 26% 2% 10%
Launched in Base R&D Project Market Share
Industry Germany
Size P (M$) 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 Share of Shelf-Space Mass Merchandisers Specialized Mass Dept. Stores Beauty Portals Gained (+) / Lost (-) sales
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% Product Design - Distance from Ideal Point - Semantic Scales Clinical Benefits 35% 0.2 0.2 0.7 Nutrition 15% 0.5 1.5 1.5 4% Packaging 0.0 0.9 1.2 Flavor 10% 0.2 3.5 0.9 Variety 14% 0.2 2.1 1.5 Product Design - Distance from Ideal Point - Multidimensional Scaling Efficiency 49% 2.0 3.8 0.2 Suitability 28% 0.4 16.8 8.5 Pricing - Retail Price in $ and Distance from Ideal Point Retail Price $ 37 38 30 Distance - Price 23% 0.3 0.0 0.8 Distance - Economy 23% 1.9 0.0 5.6 Advertising budget K$ Current period 1,030 550 870 K$ Cumulative past 3 years 1,960 2,000 1,640 Ladder of Adoption % Awareness 30.1% 41.5% 41.8% % Purchase Intentions 57.8% 9.5% 8.4% Preference (Awa / PI) 1.0 0.1 0.1 Size of commercial team 8% Mass Merchandisers 2 25 10 Specialized Mass 50% 11 30 50 Dept. Stores 32% 7 50 40 Beauty Portals 11% 3 6 10 Distribution Coverage 8% Mass Merchandisers 8% 44% 28% Specialized Mass 50% 13% 32% 48% Dept. Stores 32% 12% 37% 49% Beauty Portals 11% 10% 20% 50% Merchandising budget (K$) Launched in Base R&D Project Market Share
Market Segment Nutrites lth Conscious
Size P (M$) 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 Share of Shelf-Space Mass Merchandisers Specialized Mass Dept. Stores Beauty Portals Gained (+) / Lost (-) sales
8% 50% 32% 11% 8% 50% 32% 11% Unit
14 104 62 22
60 220 48 20
65 260 180 50
30 100 100 20
50 150 80 100
55 175 105 5
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% Product Design - Distance from Ideal Point - Semantic Scales Clinical Benefits 35% 0.8 0.4 0.0 Nutrition 15% 0.8 1.1 0.8 4% Packaging 1.6 0.4 1.3 Flavor 10% 0.1 0.8 2.5 Variety 14% 2.2 0.4 2.7 Product Design - Distance from Ideal Point - Multidimensional Scaling Efficiency 49% 2.3 4.1 1.7 Suitability 28% 8.8 0.1 17.1 Pricing - Retail Price in $ and Distance from Ideal Point Retail Price $ 30 37 38 Distance - Price 23% 0.4 0.7 0.4 Distance - Economy 23% 2.8 4.7 2.8 Advertising budget K$ Current period 1,220 310 680 K$ Cumulative past 3 years 2,100 520 2,130 Ladder of Adoption % Awareness 41.1% 11.0% 43.6% % Purchase Intentions 22.9% 17.4% 14.8% Preference (Awa / PI) 0.4 1.0 0.2 Size of commercial team Mass Merchandisers 18% 10 2 25 Specialized Mass 43% 50 11 30 Dept. Stores 29% 40 7 50 Beauty Portals 11% 10 3 6 Distribution Coverage Mass Merchandisers 18% 28% 8% 44% Specialized Mass 43% 48% 13% 32% Dept. Stores 29% 49% 12% 37% Beauty Portals 11% 50% 10% 20% Merchandising budget (K$)
tug Period 3 puppy 9.4% 8.6% 9.6% 8.7% -1.5 -18.1%
LURE Period 4 PU-LURE 10.9% 12.0% 8.9% 9.8% -1.7 -14.4%
SUSuny Period 2 PuSuny2 14.1% 12.0% 7.8% 6.6% 1.5 12.9%
RUXX Period 4 PU-RUFAM 4.2% 4.5% 7.1% 7.5% -1.6 -36.9%
Tully Period 3 puTIs 5.9% 3.8% 6.3% 4.0% -5.6 -155.9%
0.2 1.0 0.2 0.1 0.6
0.3 0.7 2.5 0.9 1.3
1.7 0.3 1.2 1.1 0.9
0.1 0.3 0.2 0.4 0.1
2.2 1.7 1.2 1.2 1.0
3.0 1.9
2.7 9.0
7.4 6.5
1.1 0.4
7.0 1.7
29 0.0 0.3
35 0.5 3.7
27 1.4 9.5
34 0.4 3.0
20 2.7 17.7
360 750
660 660
390 1,020
930 930
600 1,210
20.7% 9.6% 0.3
19.8% 8.9% 0.3
17.6% 7.8% 0.3
14.6% 7.1% 0.3
30.2% 6.3% 0.1
7 52 31 11
10 50 20 40
2 10 10 1
5 11 8 3
28 37 25 7
20% 35% 36% 30%
31% 43% 32% 60%
9% 15% 17% 10%
14% 13% 13% 10%
55% 40% 38% 30%
Launched in Base R&D Project Market Share
Industry Germany
Growth P+5 -37.5%
CAGR + 5 -9.0%
Mass Merchandisers Specialized Mass Dept. Stores Beauty Portals Share of Shelf-Space Mass Merchandisers Specialized Mass Dept. Stores Beauty Portals Gained (+) / Lost (-) sales
18% 43% 29% 11% 18% 43% 29% 11% Unit
65 260 180 50
14 104 62 22
60 220 48 20
30 100 100 20
50 150 80 100
55 175 105 5
34 88 58 22
150 300 180 50
23% 25% 27% 26% 0
6% 8% 8% 8% 0
9% 9% 9% 8% 0
11% 13% 13% 13% 0
18% 18% 15% 18% 0
13% 9% 9% 7% 0
6% 5% 5% 6% 0
8% 7% 7% 7% 0
Course A43544
Period P 4
Market Nutrites
Segment Elderly
Size P (M$) 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% Product Design - Distance from Ideal Point - Semantic Scales Clinical Benefits 35% 0.4 0.5 1.1 Nutrition 15% 0.2 0.4 1.2 4% Packaging 0.6 0.2 0.7 Flavor 10% 0.0 1.1 0.2 Variety 14% 0.2 1.2 0.3 Product Design - Distance from Ideal Point - Multidimensional Scaling Efficiency 49% 2.1 3.0 2.6 Suitability 28% 1.2 1.0 1.2 Pricing - Retail Price in $ and Distance from Ideal Point Retail Price $ 27 30 35 Distance - Price 23% 0.9 0.1 1.1 Distance - Economy 23% 5.9 0.8 7.3 Advertising budget K$ Current period 670 460 1,990 K$ Cumulative past 3 years 1,470 900 1,990 Ladder of Adoption % Awareness 32.3% 32.9% 38.5% % Purchase Intentions 27.7% 17.9% 16.9% Preference (Awa / PI) 1.0 0.6 0.5 Size of commercial team Mass Merchandisers 29% 2 10 10 Specialized Mass 37% 10 50 50 Dept. Stores 26% 10 40 20 Beauty Portals 1 10 40 8% Distribution Coverage Mass Merchandisers 29% 9% 28% 31% Specialized Mass 37% 15% 48% 43% Dept. Stores 26% 17% 49% 32% 8% Beauty Portals 10% 50% 60% Merchandising budget (K$)
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 Share of Shelf-Space Mass Merchandisers Specialized Mass Dept. Stores Beauty Portals Gained (+) / Lost (-) sales
29% 37% 26% 8% 29% 37% 26% 8% Unit
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
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
