p&g groupa10

Price Price/Oz Price/case* 48 2.53 0.052708333 16.33958333 32 1.77 0.0553125 17.146875 22 1.2 0.054545455 16.90909091 12 0.67 0.055833333 17.30833333 Ave Price/case 16.92597064 1 case = 310 oz.

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P&G calculations

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Price Price/Oz Price/case*

48 2.53 0.05270833 16.3395833

32 1.77 0.0553125 17.146875

22 1.2 0.05454545 16.9090909

12 0.67 0.05583333 17.3083333

Ave Price/case 16.9259706

1 case = 310 oz.

CURRENT

1982 1983 1984 1985 1986

Market Share 0.424 0.431 0.438 0.445 0.452

Price/case 17 17.1 17.2 17.3 17.4

Volume 25.016 25.429 25.842 26.255 26.668

Revenues 425.272 434.8359 444.4824 454.2115 464.0232

Profits(12%revenue) 51.03264 52.180308 53.337888 54.50538 55.682784

Total Market Volume (million cases) 59

Market Share 0.007 0.1 0.12

Volume 0.413 5.9 7.08

Revenues 7.021 100.3 120.36

Profits 0.84252 12.036 14.4432

Depreciation -6.66667 -6.66667 -6.66667

Additional mktg -20

Cannibalization -0.15213 -2.24673 -2.76791

Net effect -25.97628 3.1226 5.00862

NET -17.84506

Total Market Volume (million cases) 59

NEW BRAND INTRODUCTION

Share increment 0.03 0.03 0.03

Volume 1.803 1.824 1.842

Revenues 30.651 31.008 31.314

Profits 3.67812 3.72096 3.75768

Depreciation -6.67 -6.67 -6.67

Additional mktg -10

Net effect -12.99188 -2.94904 -2.91232

NET -18.85324

Market Share 1984 1985 1986

60.1 60.8 61.4

PRODUCT IMPROVEMENT

JOY RESTAGE

Incremental share 0.01 0.005 0 0

Volume 0.59 0.295 0 0

Revenues 10.03 5.015 0 0

Profits 1.2036 0.6018 0 0

COGS savings 3 3 3 3

Additional mktg -10

Net effect -5.7964 3.6018 3 3

NET 3.8054

Total Market 59

INCREASED SPENDING ON IVORY

Incremental S 0.01 0.005 0.005 0.005 0.005

Volume 0.594 0.299 0.3005 0.304 0.3055

Revenues 10.098 5.1129 5.1686 5.2592 5.3157

Profits 1.21176 0.613548 0.620232 0.631104 0.637884

Additional mk -4

Net effect -2.78824 0.613548 0.620232 0.631104 0.637884

NET -0.28547

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