MARKETING EXPENDITURE SCENARIOS

Company Products & Services

MARKETING EXPENDITURE SCENARIOS

CONTENTS

HISTORIC FINANCIAL DATA

MARKETING EXPENDITURE SCENARIOS ISSUES

F_H - FIN_HIST.HTM   HISTORIC FINANCIAL DATA

 Financial Definitions

MARKETING EXPENDITURE SCENARIOS

FINANCIAL DATA FORECAST

MARKETING EXPENDITURE SCENARIOS BASED BALANCE SHEET - FORECASTS

The MARKETING EXPENDITURE SCENARIOS BALANCE SHEET FORECASTS section gives a series of Balance Sheet Forecasts for the industry using a number of assumptions relating to the Marketing Expenditure decisions available to the marketing management of the industry.

The Balance sheet forecast given shows the effects of financial improvements which Marketing Management is likely to recommend:


MARKETING EXPENDITURE SCENARIOS

- Base Forecast : Median Market Scenario

- Marketing Expenditure Increase : + 2%
- Marketing Expenditure Increase : + 4%
- Marketing Expenditure Increase : + 6%
- Marketing Expenditure Increase : + 8%
- Marketing Expenditure Increase : +10%
- Marketing Expenditure Increase : +12%
- Marketing Expenditure Decrease : - 2%
- Marketing Expenditure Decrease : - 4%
- Marketing Expenditure Decrease : - 6%
- Marketing Expenditure Decrease : - 8%
- Marketing Expenditure Decrease : -10%
- Marketing Expenditure Decrease : -12%

Marketing Managers in the industry will, in both the short-term and the long-term, have vital decisions to make regarding the marketing improvements, margins and profitability and these decisions will need to be evaluated in light of the customers, markets, competitors, products, industry and internal factors. The scenarios given isolate a number of the most important factors and provide balance sheet forecasts for each of the scenarios.

The data provides a short and medium term forecast covering the next 6 years for each of the Forecast Financial and Operational items. The Financial and Operational Data sections show each of the items listed below in terms of forecast data and covers a period of the next 6 years.

Base Forecast : Median Market Scenario

F0M |     MEDIAN  FORECAST : Financials

G0M |     MEDIAN  FORECAST : Margins & Ratios

+ 2% Marketing Expenditure Increase

F13 |     MARKETING EXPENDITURE INCREASE : + 2% : Financials

G13 |     MARKETING EXPENDITURE INCREASE : + 2% : Margins & Ratios

+ 4% Marketing Expenditure Increase

F14 |     MARKETING EXPENDITURE INCREASE : + 4% : Financials

G14 |     MARKETING EXPENDITURE INCREASE : + 4% : Margins & Ratios

+ 6% Marketing Expenditure Increase

F15 |     MARKETING EXPENDITURE INCREASE : + 6% : Financials

G15 |     MARKETING EXPENDITURE INCREASE : + 6% : Margins & Ratios

+ 8% Marketing Expenditure Increase

F16 |     MARKETING EXPENDITURE INCREASE : + 8% : Financials

G16 |     MARKETING EXPENDITURE INCREASE : + 8% : Margins & Ratios

+ 10% Marketing Expenditure Increase

F17 |     MARKETING EXPENDITURE INCREASE : +10% : Financials

G17 |     MARKETING EXPENDITURE INCREASE : +10% : Margins & Ratios

+ 12% Marketing Expenditure Increase

F18 |     MARKETING EXPENDITURE INCREASE : +12% : Financials

G18 |     MARKETING EXPENDITURE INCREASE : +12% : Margins & Ratios

- 2% Marketing Expenditure Decrease

F19 |     MARKETING EXPENDITURE DECREASE : - 2% : Financials

G19 |     MARKETING EXPENDITURE DECREASE : - 2% : Margins & Ratios

- 4% Marketing Expenditure Decrease

F20 |     MARKETING EXPENDITURE DECREASE : - 4% : Financials

G20 |     MARKETING EXPENDITURE DECREASE : - 4% : Margins & Ratios

- 6% Marketing Expenditure Decrease

F21 |     MARKETING EXPENDITURE DECREASE : - 6% : Financials

G21 |     MARKETING EXPENDITURE DECREASE : - 6% : Margins & Ratios

- 8% Marketing Expenditure Decrease

F22 |     MARKETING EXPENDITURE DECREASE : - 8% : Financials

G22 |     MARKETING EXPENDITURE DECREASE : - 8% : Margins & Ratios

- 10% Marketing Expenditure Decrease

F23 |     MARKETING EXPENDITURE DECREASE : -10% : Financials

G23 |     MARKETING EXPENDITURE DECREASE : -10% : Margins & Ratios

- 12% Marketing Expenditure Decrease

F24 |     MARKETING EXPENDITURE DECREASE : -12% : Financials

G24 |     MARKETING EXPENDITURE DECREASE : -12% : Margins & Ratios

FIN_DEFI.HTM FINANCIAL DEFINITIONS

INDEX

   
Balance Sheet Base Forecast : Median Market Scenario, 8
Balance Sheet Historic, 2
Balance Sheet + 10% Marketing Expenditure Increase, 28
Balance Sheet + 12% Marketing Expenditure Increase, 32
Balance Sheet + 2% Marketing Expenditure Increase, 12
Balance Sheet + 4% Marketing Expenditure Increase, 16
Balance Sheet + 6% Marketing Expenditure Increase, 20
Balance Sheet + 8% Marketing Expenditure Increase, 24
Balance Sheet - 10% Marketing Expenditure Decrease, 52
Balance Sheet - 12% Marketing Expenditure Decrease, 56
Balance Sheet - 2% Marketing Expenditure Decrease, 36
Balance Sheet - 4% Marketing Expenditure Decrease, 40
Balance Sheet - 6% Marketing Expenditure Decrease, 44
Balance Sheet - 8% Marketing Expenditure Decrease, 48

Costs & Margins Historic, 3

Financial data definitions, 61
Financial forecast notes, 6
Financial Ratios Base Forecast : Median Market Scenario, 10
Financial Ratios & Margins Historic, 4
Financial Ratios + 10% Marketing Expenditure Increase, 30
Financial Ratios + 12% Marketing Expenditure Increase, 34
Financial Ratios + 2% Marketing Expenditure Increase, 14
Financial Ratios + 4% Marketing Expenditure Increase, 18
Financial Ratios + 6% Marketing Expenditure Increase, 22
Financial Ratios + 8% Marketing Expenditure Increase, 26
Financial Ratios - 10% Marketing Expenditure Decrease, 54
Financial Ratios - 12% Marketing Expenditure Decrease, 58
Financial Ratios - 2% Marketing Expenditure Decrease, 38
Financial Ratios - 4% Marketing Expenditure Decrease, 42
Financial Ratios - 6% Marketing Expenditure Decrease, 46
Financial Ratios - 8% Marketing Expenditure Decrease, 50

HISTORIC MARKETING EXPENDITURE ISSUES, 1

MARKETING EXPENDITURE FORECASTS, 7

Operational Costs Base Forecast : Median Market, 9
Operational Costs + 10% Marketing Expenditure Increase, 29
Operational Costs + 12% Marketing Expenditure Increase, 33
Operational Costs + 2% Marketing Expenditure Increase, 13
Operational Costs + 4% Marketing Expenditure Increase, 17
Operational Costs + 6% Marketing Expenditure Increase, 21
Operational Costs + 8% Marketing Expenditure Increase, 25
Operational Costs - 10% Marketing Expenditure Decrease, 53
Operational Costs - 12% Marketing Expenditure Decrease, 57
Operational Costs - 2% Marketing Expenditure Decrease, 37
Operational Costs - 4% Marketing Expenditure Decrease, 41
Operational Costs - 6% Marketing Expenditure Decrease, 45
Operational Costs - 8% Marketing Expenditure Decrease, 49
Operational Margins Base Forecast : Median Market, 11
Operational Margins + 10% Marketing Expenditure, 31
Operational Margins + 12% Marketing Expenditure, 35
Operational Margins + 2% Marketing Expenditure, 15
Operational Margins + 4% Marketing Expenditure, 19
Operational Margins + 6% Marketing Expenditure, 23
Operational Margins + 8% Marketing Expenditure, 27
Operational Margins - 10% Marketing Expenditure, 55
Operational Margins - 12% Marketing Expenditure, 59
Operational Margins - 2% Marketing Expenditure, 39
Operational Margins - 4% Marketing Expenditure, 43
Operational Margins - 6% Marketing Expenditure, 47
Operational Margins - 8% Marketing Expenditure, 51
Operational Ratios & Margins Historic, 5

CONTENTS

- 10% Marketing Expenditure Decrease
- 12% Marketing Expenditure Decrease
- 2% Marketing Expenditure Decrease
- 4% Marketing Expenditure Decrease
- 6% Marketing Expenditure Decrease
- 8% Marketing Expenditure Decrease
+ 10% Marketing Expenditure Increase
+ 12% Marketing Expenditure Increase
+ 2% Marketing Expenditure Increase
+ 4% Marketing Expenditure Increase
+ 6% Marketing Expenditure Increase
+ 8% Marketing Expenditure Increase
Base Forecast : Median Market Scenario
HISTORIC MARKETING EXPENDITURE ISSUES

HISTORIC MARKETING EXPENDITURE ISSUES
MARKETING EXPENDITURE FORECASTS
Base Forecast : Median Market Scenario
+ 2% Marketing Expenditure Increase
+ 4% Marketing Expenditure Increase
+ 6% Marketing Expenditure Increase
+ 8% Marketing Expenditure Increase
+ 10% Marketing Expenditure Increase
+ 12% Marketing Expenditure Increase
- 2% Marketing Expenditure Decrease
- 4% Marketing Expenditure Decrease
- 6% Marketing Expenditure Decrease
- 8% Marketing Expenditure Decrease
- 10% Marketing Expenditure Decrease
- 12% Marketing Expenditure Decrease