1. The document shows the positioning of competitors in a market segment over 6 rounds occurring every 3 months from 2012 to 2017. 2. In each round, competitors can move higher or lower based on performance and size metrics to stay within the segment's ideal spot range. 3. By the final round, the positions of competitors have shifted from their starting locations in 2012.

1. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
Segment Moves Every 3 Months:
2
0 Perf Size
Low End moves: .125 -.125
Traditional moves .175 -.175
24 242 High End moves .225 -.225
Performance moves .25 -.175
Size moves .175 -.25
1
9 LEGEND
Original
Product
1 Placement
8
1
1 Segment Ideal
Spot
1
7 Planned
Product
Placement
1 Digby
6 Andrews
Baldwin
1 Erie
5
Ferris
1
4
R0, 12/31/2011

2. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
2
0 Segment Moves Every 3 Months:
Perf Size
Low End moves: .125 -.125
Traditional moves .175 -.175
High End moves .225 -.225
1 24 Performance moves .25 -.175
9
242 Size moves .175 -.25
LEGEND
Original
1
8 Product
Placement
Segment Ideal
1 Spot
1
7 1
Planned
Product
Placement
1
6
Digby
Andrews
Baldwin
1
5
Erie
Ferris
1
4
R1, 12/31/2012
1
3

3. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
2
0 Segment Moves Every 3 Months:
Perf Size
Low End moves: .125 -.125
Traditional moves .175 -.175
High End moves .225 -.225
1 Performance moves .25 -.175
9 24 Size moves .175 -.25
242 LEGEND
Original
1
8 Product
Placement
Segment Ideal
1
Spot
7
1
1 Planned
Product
Placement
1
6
Digby
Andrews
Baldwin
1
5
Erie
Ferris
1
4
R2, 12/31/2013
1
3

4. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
2
0 Segment Moves Every 3 Months:
Perf Size
Low End moves: .125 -.125
Traditional moves .175 -.175
High End moves .225 -.225
1 Performance moves .25 -.175
9 Size moves .175 -.25
24 LEGEND
242 Original
1
8 Product
Placement
Segment Ideal
1
Spot
7
Planned
1 Product
1 Placement
1
6
Digby
Andrews
Baldwin
1
5
Erie
Ferris
1
4
R3, 12/31/2014
1
3

5. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
2
0 Segment Moves Every 3 Months:
Perf Size
Low End moves: .125 -.125
Traditional moves .175 -.175
High End moves .225 -.225
1 Performance moves .25 -.175
9 Size moves .175 -.25
24 LEGEND
1
8
242 Original
Product
Placement
Segment Ideal
1
Spot
7
Planned
Product
1
1 Placement
6 1 Digby
Andrews
Baldwin
1
5
Erie
Ferris
1
4
R4, 12/31/2015
1
3

6. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
2
0 Segment Moves Every 3 Months:
Perf Size
Low End moves: .125 -.125
Traditional moves .175 -.175
High End moves .225 -.225
1 Performance moves .25 -.175
9 Size moves .175 -.25
LEGEND
24 Original
1
Product
8
242 Placement
Segment Ideal
1
Spot
7
Planned
Product
Placement
1
6 1 Digby
1 Andrews
Baldwin
1
5
Erie
Ferris
1
4
R5, 12/31/2016
1
3

7. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
2
0 Segment Moves Every 3 Months:
Perf Size
Low End moves: .125 -.125
Traditional moves .175 -.175
High End moves .225 -.225
1 Performance moves .25 -.175
9 Size moves .175 -.25
LEGEND
24 Original
1
Product
8
242 Placement
Segment Ideal
1
Spot
7
Planned
Product
Placement
1
6 1 Digby
1 Andrews
Baldwin
1
5
Erie
Ferris
1
4
R5, 12/31/2016
1
3

8. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
2
0 Segment Moves Every 3 Months:
Perf Size
Low End moves: .125 -.125
Traditional moves .175 -.175
High End moves .225 -.225
1 Performance moves .25 -.175
9 Size moves .175 -.25
LEGEND
24 Original
1
8 Product
242 Placement
Segment Ideal
1 Spot
7
Planned
Product
Placement
1
6
1 Digby
Andrews
1
Baldwin
1
5
Erie
Ferris
1
4
R6, 3/31/2017
1
3

9. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
2
0 Segment Moves Every 3 Months:
Perf Size
Low End moves: .125 -.125
Traditional moves .175 -.175
High End moves .225 -.225
1 Performance moves .25 -.175
9 Size moves .175 -.25
LEGEND
24 Original
1
8 Product
242 Placement
Segment Ideal
1
Spot
7
Planned
Product
Placement
1
6
Digby
1 Andrews
1
Baldwin
1
5
Erie
Ferris
1
4 Positions of competitors at end of Round 5
R6, 6/30/2017
1
3

10. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
2
0 Segment Moves Every 3 Months:
Perf Size
Low End moves: .125 -.125
Traditional moves .175 -.175
High End moves .225 -.225
1 Performance moves .25 -.175
9 Size moves .175 -.25
LEGEND
1
24 Original
8 Product
Placement
242
Segment Ideal
1
Spot
7
Planned
Product
Placement
1
6
Digby
1 Andrews
1 Baldwin
1
5
Erie
Ferris
1
4 Positions of competitors at end of Round 5
R6, 9/30/2017
1
3

11. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
2
0 Segment Moves Every 3 Months:
Perf Size
Low End moves: .125 -.125
Traditional moves .175 -.175
High End moves .225 -.225
1 Performance moves .25 -.175
9 Size moves .175 -.25
LEGEND
1
24 Original
8 Product
Placement
242
Segment Ideal
1
Spot
7
Planned
Product
Placement
1
6
Digby
1 Andrews
1
1 Baldwin
5
Erie
Ferris
1
4 Positions of competitors at end of Round 5
R6, 12/31/2017
1
3