Market/Industry)Indicators)
!
! "#-C:9.C!891!:;!8',%!8';<!=$##!>%!-C%!:*#@!0910',%!2C:1!$*!&('*)!8:9*-@A!:-C%(!>',%($%2!
'*)!0',%!)%0:('-$*.!>92$*%22%2!=$##!:;;%(!0:?1%-$-$:*B!!F=:!:-C%(!#:0'##@!:=*%)!>',%($%2!'(%!$*!
-C%!2'?%!-:=*!'#:*.!=$-C!'!8$-@!+'(,%-!-C'-!0:*-'$*2!'!>',%(@B!!"!0:91#%!:;!:-C%(!>',%($%2!'*)!
0',%!)%0:('-:(2!'#2:!%G$2-!$*!-C%!*%$.C>:($*.!-:=*2A!1#92!'!P';%='@!>',%(@B!
V%21$-%!-C%!2$?$#'(!>92$*%22%2!$*!-C%!'(%'A!891!:;!8',%!8';<!=$##!0:*-'$*!'!;%=!>%*%;$0$'#!
2-(%*.-C2!-:!?',%!$-!?:(%!)%2$('>#%!-C'*!$-2!0:?1%-$-:(2B!!891!:;!8',%!8';<!=$##!>%!0'1'>#%!:;!
?%%-$*.!-C%!*%%)2!:;!0:*29?%(2!(%L9%2-$*.!21%0$;$0!?:)$;$0'-$:*2!-:!2'-$2;@!1'(-$09#'(!C%'#-C!'*)!
)$%-!*%%)2A!$*0#9)$*.!.#9-%*I;(%%A!:(.'*$0A!*'-9('##@!2=%%-%*%)A!(%)90%)I;'-A!'*)!D%.'*B!!FC%!
0%*-('#!#:0'-$:*!:;!891!:;!8',%!8';<!=$##!>%!'*!'))$-$:*'#!D'#9'>#%!'21%0-!:;!-C%!0:?1'*@A!
'##:=$*.!$-!-:!>%!'00%22$>#%!-:!'!#'(.%!?'(,%-B!!M$*'##@A!-C%!0:*D%*$%*-!0'-%($*.!2%(D$0%!'*)!-C%!
0:?;:(-'>#%!#:9*.%!;:(!092-:?%(2!-:!(%#'G!$*!'2!-C%@!$*)9#.%!$*!-C%$(!)%#$0$:92!)%#$.C-2!=$##!>%!
?'H:(!')D'*-'.%2!:;!891!:;!8',%!8';<B!
/'(-!:;!-C%!-'(.%-!?'(,%-!:;!891!:;!8',%!8';<!$*0#9)%2!-:9($2-2B!!W*;:(-9*'-%#@A!-C%2%!
0:*29?%(2!'(%!:*#@!1(%2%*-!)9($*.!1'(-!:;!-C%!@%'(A!)%0(%'2$*.!-C%!0:?1'*@T2!>92$*%22!)9($*.!
-C%!:;;!2%'2:*2B!!"*:-C%(!=%',*%22!:;!-C$2!>',%(@!=$##!1:22$>#@!$*0#9)%!$-2!0:?1%-$-$:*!=$-C!
>92$*%22%2!=C$0C!C'D%!>%%*!:1%*!;:(!?'*@!@%'(2B!!U:0'#2!:;-%*!0C::2%!-:!2911:(-!-C%!#:0'#!
>92$*%22%2B!Q$-C!-C%2%!C'>$-2!0(%'-%)A!$-!?'@!>%!)$;;$09#-!;:(!891!:;!8',%!8';<!-:!(%0%$D%!-C%!
>92$*%22!:;!#:0'#2!=C:!'#(%')@!C'D%!'!;'D:($-%!:(!1(%;%((%)!>',%(@B!
FC%!.(:=-C!:;!891!:;!8',%!8';<!?'@!>%!#$?$-%)!>'2%)!:*!-C%!#:0'-$:*!:;!-C%!>92$*%22B!!
K%$*.!$*!'!2?'##!-:=*A!-C%!?'(,%-!2$E%!$2!?90C!#:=%(!-C'*!$;!-C%!>92$*%22!=%(%!#:0'-%)!$*!'!#'(.%!
0$-@B!!U$,%=$2%A!'#-C:9.C!$-!$2!$*!'!-:9($2-!'(%'A!-C%!-:=*!$*!=C$0C!$-!=$##!>%!#:0'-%)!C'2!;%=%(!
-:9($2-!'--('0-$:*2A!'*)!-C%(%;:(%!'!2?'##%(!-:9($2?!('-%A!-C'*!-C%!*%'(>@!-:=*2B!!R:=%D%(A!-C%!
.(:=$*.!0910',%!-(%*)!$2!D%(@!1(:?$2$*.!;:(!-C%!2900%22!:;!891!:;!8',%!8';<B!
!
Marketing)Mix)
Product:)
! 8910',%2!'(%!-C%!,%@!1(:)90-!:;!891!:;!8',%!8';<A!'*)!1(:)90-!L9'#$-@!$2!%22%*-$'#!;:(!-C%!
2900%22!:;!-C%!>92$*%22B!!N*!:()%(!-:!%*29(%!1(:)90-!L9'#$-@A!-C$2!>',%(@!=$##!%?1C'2$E%!
0#%'*#$*%22!'*)!2'*$-'-$:*A!92%!L9'#$-@!$*.(%)$%*-2A!'*)!=$##!'#='@2!>%!29(%!'##!0910',%2!'(%!
1(:1%(#@!>',%)B!!N**:D'-$:*2!'(%!'#2:!'*!$?1:(-'*-!;'0-:(!$*!-C%!.(:=-C!'*)!2900%22!:;!-C%!
0:?1'*@B!!FC$2!>',%(@!=$##!2-'(-!>@!:;;%($*.!'!D'($%-@!:;!:1-$:*2A!;(:?!2$?1#%!;#'D:(2!#$,%!
0C:0:#'-%!'*)!D'*$##'A!-:!?:(%!)%0')%*-!:*%2!290C!'2!(%)!D%#D%-!'*)!&%(?'*!0C:0:#'-%!0',%!'2!
=%##!'2!)$;;%(%*-!,$*)2!:;!;(:2-$*.2A!'*)!*9?%(:92!)%0:('-$:*!2-@#%2!;:(!'##!-@1%2!:;!:00'2$:*2B!!
R:=%D%(A!-:!.(:=!'2!'!>92$*%22A!$-!$2!$?1:(-'*-!;:(!891!:;!8',%!8';<!-:!$**:D'-%!-C%$(!1(:)90-B!!
F:!):!2:A!-C%!>',%(@!=$##!0:*-$*9'##@!=:(,!-:!)%D%#:1!'*)!-%2-!*%=!(%0$1%2!;:(!*%=!;#'D:(2!:;!
0910',%2!'*)!$0$*.2B!!V:$*.!2:!=$##!'##:=!-C%!0:?1'*@!-:!C'D%!?:(%!D'($%-@!-:!:;;%(!'*)!1:22$>#@!
'--('0-!*%=!092-:?%(2B!!"#:*.!=$-C!-C$2A!891!:;!8',%!8';<!=$##!0(%'-%!'!0:91#%!:;!2%'2:*'#!
0910',%2A!290C!'2!19?1,$*!)9($*.!-C%!?:*-C2!:;!'9-9?*!:(!0:0:*9-!#$?%!-C(:9.C:9-!-C%!
29??%(A!=C$0C!=$##!:*#@!>%!'D'$#'>#%!)9($*.!0%(-'$*!-$?%2!:;!-C%!@%'(B!!V:$*.!-C$2!=$##!.$D%!
0:*29?%(2!2:?%-C$*.!-:!#::,!;:(='()!-:!$*!910:?$*.!?:*-C2A!'2!=%##!'2!$*0(%'2%!>92$*%22!'2!
092-:?%(2!21#9(.%!:*!0910',%2!-C%@!%*H:@!-C'-!'(%!:*#@!'(:9*)!;:(!'!#$?$-%)!-$?%B!!K@!0(%'-$*.!