Documente Academic
Documente Profesional
Documente Cultură
xls
year 2
**Mainstream with
no Precision
introduced and with
competition
year 1
year 2
27.0
8.0
35.0
44.0
8.0
52.0
27.0
8.0
35.0
44.0
8.0
52.0
$1.76 (main)
Proff price =
$0.82
47.5
77.4
47.5
77.4
6.6
54.1
6.6
84.0
6.6
54.1
6.6
84.0
$0.64 (main)
22.4000
32.8000
0.8867
56.0867
33.2800
29.0000
1.2667
63.5467
22.4000
32.8000
0.8867
56.0867
33.2800
29.0000
1.2667
63.5467
-2.0067
12.5366
-14.5432
20.4533
18.6258
1.8276
-2.0067
0.0000
-2.0067
20.4533
0.0000
20.4533
0.0000
-14.5432
0.0000
1.8276
14.6260
-16.6327
21.7301
-1.2767
Source of data
Unit Sales
[2] Retail unit sales (m)
[3] Professional unit sales (m)
[4] Total unit sales (m)
Table C
Table C
[2] + [3]
*Mainstream With
Cannibalization and
no Competition
year 1
Dollar Sales
[5] Retail dollar sales ($M)
[3] * [15]
[5] + [6]
[7] - [11]
[17]
[12] - [13]
[16] Capacity costs per annum are derived from Table D. In order to achieve that planned capacity volume, a certain number of tufter,
mold, and packaging machines must be purchased, and the investment cost is spread over the depreciation perioSee the next page of the spread sheet
[17] Cost of cannibalization =
[18] Cost of competition
*In this scenario we assume that competitors will not introduce any new products while Colgate will introduce Precision. By introducing Precision
Colgate will cannibalize from Colgate Classic & Colgate Plus.
Page 1
ColScene.xls
**In this scenario we assume that competitors will introduce new products while Colgate will not introduce Precision. Colgate will lose 70% of its market.
Capacity Cost Calculation using table D (all values in Millions)
is spread over the depreciation period.
Mainstream
Source of data
[1] Unit volume (m = millions)
year 1
Table E
year 2
42.00
59.00
Cost and
depreciation
Total Annualized
cost
14 Tufter
6 Handle molds
2 Packaging
14*0.5/15
6*.3/5
2*.15/5
0.47
0.36
0.06
0.89 Total
6 Tufter
3 Handle molds
6*.5/15
3*.3/5
0.20
0.18
0.38
1.27 Total
Cost of cannibalization =
Mainstream With
Cannibalization and
no Competition
year 1
year 2
12.5366
18.6258
Page 2
ColScene.xls
Cost of Competition
Assumption: Competition takes 70% of Colgate's market
Cost of competition = 0.7 X Total Unit sales X Unit contribution
**In this scenario we assume that competitors
will introduce new products while Colgate will
not introduce Precision. Competition will take
away 70% of Colgate's market.
Mainstream with no
introduction of
precision and with
competition
year 1
year 2
14.6260020935
21.7300602533
Page 3