Professional Documents
Culture Documents
Sales Growth $16,070,950 Market Share sales growth = MSP * units sold
1.5% of supermarket yogurt sales (last year)
2.0% of supermarket yogurt 6-8 oz sales (last yea
Sales Growth $9,214,425 Market Share sales growth = MSP * units sold
10.3% of 32oz yogurt sales nationally (last year)
Sales Growth Year 1 $3,317,073 Market Share sales growth = MSP * units sold
11.2% of natural foods channel (last year)
Total Refrigerated Yogurt Market $ 1,800,000,000 100% 3.5% Text - Yogurt Category
6 oz. & 8 oz. 1,332,000,000 74% 3.0% Ex 2A
32 oz. 144,000,000 8% 2.0% Ex 2A
Children's Multipack 162,000,000 9% 12.5% Ex 2A
All Other $ 162,000,000 9% 0.1% Ex 2A
Option 1 (8 oz.) 6 6 6 6 6
20 20 20 20 20
2 2 2 2 2
Ad Plan $1,200,000 $1,200,000 $1,200,000 $1,200,000 $1,200,000
Sales 35,000,000 42000000 50400000 60480000 72576000 CAGR 20%
Slotting fees $10,000
Gross Profit $5,220,950 $6,265,140 $7,518,168 $9,021,802 $10,826,162 NPV
Less Ad Costs ($2,400,000) ($2,400,000) ($2,400,000) ($2,400,000) ($2,400,000) 11,013,067.12
Less Incremental SGA ($320,000) ($320,000) ($320,000) ($320,000) ($320,000)
Less Slotting Fees ($1,200,000) 0 0 0 0
Trade Promotion Expense ($870,000) ($870,000) ($870,000) ($870,000) ($870,000)
Less Broker's Commission ($642,838) ($771,406) ($925,687) ($1,110,824) ($1,332,989)
Profit Contribution ($211,888) $1,903,734 $3,002,481 $4,320,978 $5,903,173
Option 3 (Multipack) 2 2 2 2 2
Ad Plan $250,000 $250,000 $250,000 $250,000 $250,000 CAGR 15%
Sales 1,800,000 2,070,000 2,380,500 2,737,575 3,148,211
Free Cases (slotting) fee NPV
Gross Profit $1,247,073 $1,434,134 $1,649,254 $1,896,642 $2,181,138 4,797,808.17
Less Ad Costs ($250,000) ($250,000) ($250,000) ($250,000) ($250,000)
Less Free Cases ($82,927) $0 $0 $0 $0
Less Broker's Commission ($132,683) ($152,585) ($175,473) ($201,794) ($232,063)
Profit Contribution $781,463 $1,031,548 $1,223,781 $1,444,848 $1,699,075