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Overview
Objectives
Techniques
Breakevenanalysisandcannabalization
Markup
Economicvaluecalculation
Priceresponse
Expectedvaluecalculations
Advice
Objectives
Marketingisarigorousdiscipline.
Thosethatsubstantiateandanalyzegetmoreresourcesandmakefewermistakes.
Thosethatdonottendtogetfired.
Qualitativeanalysisprecedesquantitativeanalysis
Whyisthisanalysisneeded?

BreakEvenAnalysis
Question:howmuchdoIneedtoselltobreakeven?
Thisimpliesprofit=0.
Profit=(P-VC)Q-FC
Setprofit=0
Q=FC/(P-VC)=FC/Contribution
BreakEvenAnalysis
IBMhasanewPC.
$10000000inmarketing
$10000000inR&D
Corporateoverheadis20%.
Retailpriceis$1000
HowmanyPCsdoesIBMneedtosell?

Notetome-answerwillbewrongasnooneconsidersretailmargins.
Mark-up
Needwholesalepricetosolvepreviousproblem.
Ifretailermarkup(margin)is100%whatiswholesaleprice?
(Retail-Wholesale)/Wholesale=markup
wholesale=retail/(1+markup)=$1000/2=$500
Cannabalization
Newproductsalesalsoaffectexistingproductsalesandthismustbeconsideredinbreakevenanalyses.
Cannabalization
IBMhasanewPC.
$10000000inmarketing
$10000000inR&D
Corporateoverheadis20%.
Retailpriceis$1000markupis100%
Reduces$20xxPCsalesby10%
HowmanyPCsdoesIBMneedtosell?


EconomicValueCalculation
SlicingtheValueSalami
EconomicValue-in-Use
Example:Achemicalplantuses200O-ringstosealvalvescarryingcorrosivematerials.ThoseO-ringscost$5.00eachandmustbechangedduringregularmaintenanceeverytwomonths.
Anewproducthas2?thecorrosiveresistingpower.Thevalue-in-useofthematerialmightbe:
1.Annualcostofincumbent
=200(rings)?6changes/year?$5/O-ring
=$6000
versus
=200(rings)?changes/year?$???/O-ring=>VIUof$10/O-ring

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