#6 - Knorr Case Study Data

Format:
Size:
Price
Level
In & Out
Pack of 8
RSP min
RSP max
RSP avg
VC
CM per unit
P1
0.21
0.40
0.305
0.20
0.105
P2
0.41
0.60
0.505
0.20
0.305
P3
0.61
0.80
0.705
0.20
0.505
P4
0.81
1.00
0.905
0.20
0.705
P5
1.01
1.20
1.105
0.20
0.905
P6
1.21
1.40
1.305
0.20
1.105
P7
1.41
1.60
1.505
0.20
1.305
P8
1.61
1.80
1.705
0.20
1.505
P9
1.81
2.00
1.905
0.20
1.705
P10
2.01
2.20
2.105
0.20
1.905
Cannibalization for new flavour pack of 8

Chicken pack of 8
Chicken pack of 16
Price
Level
Low
High
Average
Low
High
P1
P2
P3
P4
P5
P6
P7
P8
P9
P10
8.10
7.30
6.90
6.50
6.10
5.70
5.30
4.90
4.50
4.10
28.10
27.30
26.90
26.50
26.10
25.70
25.30
24.90
24.50
24.10
18.10
17.30
16.90
16.50
16.10
15.70
15.30
14.90
14.50
14.10
1.30
1.00
0.80
0.70
0.50
0.40
0.30
0.30
0.20
0.20
21.30
21.00
21.80
20.70
20.50
20.40
20.30
20.30
20.20
20.20
Estimated demand
In&Out Demand Impact

Total estimated demand
(+3%)
8,025,440.00
240,763.20
8,266,203.20
2,673,421.00
80,202.63
2,753,623.63
1,291,785.00
38,753.55
1,330,538.55
749,460.00
22,483.80
771,943.80
484,968.00
14,549.04
499,517.04
337,452.00
10,123.56
347,575.56
247,294.00
7,418.82
254,712.82
188,401.00
5,652.03
194,053.03
147,935.00
4,438.05
152,373.05
119,003.00
3,570.09
122,573.09
f8
icken pack of 16
Average
Chicken 8c
11.30
11.00
11.30
10.70
10.50
10.40
10.30
10.30
10.20
10.20
Chicken 16c
Gross Profit
Avg Cann (8p)
Avg Cann (16p)
867,951.34
18.10%
11.30%
839,855.21
17.30%
11.00%
671,921.97
16.90%
11.30%
544,220.38
16.50%
10.70%
452,062.92
16.10%
10.50%
384,070.99
15.70%
10.40%
332,400.23
15.30%
10.30%
292,049.81
14.90%
10.30%
259,796.05
14.50%
10.20%
233,501.74
14.10%
10.20%
Price
VC
CM
1.34
0.710
0.630
2.39
1.260
1.130
Cannibalization Loss
Gross Profit
1,998,246.42 -
1,130,295.08
642,439.94
197,415.26
311,584.60
360,337.37
173,592.63
370,627.75
109,942.28
342,120.64
75,231.85
308,839.14
54,202.33
278,197.90
40,805.20
251,244.61
31,484.68
228,311.37
25,018.36
208,483.37
370,627.75
Gross M
47.0%
47.3%
Format:
Size:
In & Out
Pack of 16
Price Level
RSP min
RSP max
RSP avg
VC
CM per unit
P1
0.61
0.80
0.705
0.34
0.365
P2
0.81
1.00
0.905
0.34
0.565
P3
1.01
1.20
1.105
0.34
0.765
P4
1.21
1.40
1.305
0.34
0.965
P5
1.41
1.60
1.505
0.34
1.165
P6
1.61
1.80
1.705
0.34
1.365
P7
1.81
2.00
1.905
0.34
1.565
P8
2.01
2.20
2.105
0.34
1.765
P9
2.21
2.40
2.305
0.34
1.965
P10
2.41
2.60
2.505
0.34
2.165
Cannibalization for new flavour pack of 16

Chicken pack of 8
Chicken pack of 16
Price Level
Low
High
Average
Low
High
P1
P2
P3
P4
P5
P6
P7
P8
P9
P10
7.60
6.10
4.90
3.90
3.10
2.50
2.00
1.60
1.30
1.00
32.60
31.10
29.90
28.90
28.10
27.50
27.00
26.60
26.30
26.00
20.10
18.60
17.40
16.40
15.60
15.00
14.50
14.10
13.80
13.50
17.20
15.50
14.60
13.80
12.90
12.00
11.20
10.30
9.50
8.60
42.20
40.50
39.60
38.80
37.90
37.00
36.20
35.30
34.50
33.60
Estimated demand
In&Out Demand Impact

Total estimated demand
(+0,5%)
4,021,690.00
20,108.45
4,041,798.45
1,678,033.00
8,390.17
1,686,423.17
834,262.00
4,171.31
838,433.31
466,051.00
2,330.26
468,381.26
282,939.00
1,414.70
284,353.70
182,825.00
914.13
183,739.13
124,005.00
620.03
124,625.03
87,436.00
437.18
87,873.18
63,639.00
318.20
63,957.20
47,560.00
237.80
47,797.80
16
hicken pack of 16
Average
Chicken 8c
29.70
28.00
27.10
26.30
25.40
24.50
23.70
22.80
22.00
21.10
Chicken 16c
Gross Profit
Avg Cann (8p)
Avg Cann (16p)
1,475,256.43
20.10%
29.70%
952,829.09
18.60%
28.00%
641,401.48
17.40%
27.10%
451,987.91
16.40%
26.30%
331,272.05
15.60%
25.40%
250,803.91
15.00%
24.50%
195,038.16
14.50%
23.70%
155,096.16
14.10%
22.80%
125,675.89
13.80%
22.00%
103,482.24
13.50%
21.10%
Price
VC
CM
1.34
0.710
0.630
2.39
1.260
1.130
Gross Profit
1,868,682.63 -
393,426.20
731,358.55
221,470.53
348,740.11
292,661.38
187,633.91
264,354.00
109,586.55
221,685.50
68,247.17
182,556.74
44,770.59
150,267.57
30,452.36
124,643.80
21,465.05
104,210.84
15,465.08
88,017.16
292,661.38
Gross M
47.0%
47.3%
In & Out
Pack of 8
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Format:
Size:
In & Out
Pack of 8
Format:
Size:
In & Out
Pack of 8
Format:
Size:
In & Out
Pack of 8
Format:
Size:
In & Out
Pack of 8
Format:
Size:
In & Out
Pack of 8
Format:
Size:
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Pack of 8
Format:
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Pack of 8
Format:
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Pack of 8
Format:
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Format:
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Pack of 8
Format:
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Format:
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Format:
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Format:
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Format:
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Format:
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Format:
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Format:
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Format:
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Format:
Size:
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Pack of 8
Format:
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Pack of 8
Format:
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Pack of 8
Format:
Size:
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Pack of 8
Format:
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Pack of 8
Format:
Size:
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Format:
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Format:
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Format:
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Format:
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Format:
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Format:
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Format:
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Format:
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Format:
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Format:
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Format:
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Format:
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Format:
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Format:
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Format:
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Format:
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Format:
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Format:
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Format:
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Format:
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Format:
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Format:
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Format:
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Format:
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Format:
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Format:
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Format:
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Format:
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Format:
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Format:
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Format:
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Format:
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Format:
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Format:
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Format:
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Format:
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Format:
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Format:
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Format:
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Format:
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Format:
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Format:
Size:
In & Out
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Format:
Size:
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Format:
Size:
In & Out
Pack of 8
Format:
Size:
In & Out
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Format:
Size:
In & Out
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Format:
Size:
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Format:
Size:
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Format:
Size:
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Format:
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Format:
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Format:
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Format:
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Format:
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Format:
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Format:
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Format:
Size:
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Format:
Size:
In & Out
Pack of 8
Format:
Size:
In & Out
Pack of 8
Format:
Size:
In & Out
Pack of 8
Format:
Size:
In & Out
Pack of 8
Format:
Size:
In & Out
Pack of 8
Format:
Size:
In & Out
Pack of 8
Format:
Size:
In & Out
Pack of 8
Format:
Size:
In & Out
Pack of 8
Format:
Size:
In & Out
Pack of 8
Format:
Size:
In & Out
Pack of 8
Format:
Size:
In & Out
Pack of 8
Format:
Size:
In & Out
Pack of 8
Format:
Size:
In & Out
Pack of 8
Format:
Size:
In & Out
Pack of 8
Format:
Size:
In & Out
Pack of 8
Format:
Size:
In & Out
Pack of 8
Format:
Size:
In & Out
Pack of 8
Format:
Size:
In & Out
Pack of 8
Format:
Size:
In & Out
Pack of 8
Format:
Size:
In & Out
Pack of 8
Format:
Size:
In & Out
Pack of 8
Format:
Size:
In & Out
Pack of 8
Format:
Size:
In & Out
Pack of 8
Format:
Size:
In & Out
Pack of 8
Format:
Size:
In & Out
Pack of 8
Format:
Size:
In & Out
Pack of 8
Format:
Size:
In & Out
Pack of 8
Format:
Size:
In & Out
Pack of 8
Format:
Size:
SKU
Pack of 8
Price Level
RSP min
RSP max
RSP avg
VC
P1
0.21
0.40
0.305
0.20
P2
0.41
0.60
0.505
0.20
P3
0.61
0.80
0.705
0.20
P4
0.81
1.00
0.905
0.20
P5
1.01
1.20
1.105
0.20
P6
1.21
1.40
1.305
0.20
P7
1.41
1.60
1.505
0.20
P8
1.61
1.80
1.705
0.20
P9
1.81
2.00
1.905
0.20
P10
2.01
2.20
2.105
0.20
Cannibalization for McCartney pack of 8

Chicken pack of 8
8.10
7.30
6.90
6.50
6.10
5.70
5.30
4.90
4.50
4.10
Chicken pack of 16
28.10
27.30
26.90
26.50
26.10
25.70
25.30
24.90
24.50
24.10
18.10
17.30
16.90
16.50
16.10
15.70
15.30
14.90
14.50
14.10
1.30
1.00
0.80
0.70
0.50
0.40
0.30
0.30
0.20
0.20
CM per unit
Estimated demand
Gross Profit
0.105
8,025,440.00
842,671.20
0.305
2,673,421.00
815,393.41
0.505
1,291,785.00
652,351.43
0.705
749,460.00
528,369.30
0.905
484,968.00
438,896.04
1.105
337,452.00
372,884.46
1.305
247,294.00
322,718.67
1.505
188,401.00
283,543.51
1.705
147,935.00
252,229.18
1.905
119,003.00
226,700.72
icken pack of 16
21.30
21.00
21.80
20.70
20.50
20.40
20.30
20.30
20.20
20.20
11.30
11.00
11.30
10.70
10.50
10.40
10.30
10.30
10.20
10.20
Avg Cann (8p)
Avg Cann (16p)
18.10%
11.30%
1,940,045.07
17.30%
11.00%
623,728.10
16.90%
11.30%
302,509.32
16.50%
10.70%
168,536.53
16.10%
10.50%
106,740.07
15.70%
10.40%
73,040.64
15.30%
10.30%
52,623.62
14.90%
10.30%
39,616.70
14.50%
10.20%
30,567.65
14.10%
10.20%
24,289.67
Chicken 8c
Chicken 16c
Price
VC
1.34
2.39
0.710
1.260
Gross Profit
-
1,097,373.87
191,665.30
349,842.11
359,832.77
332,155.97
299,843.82
270,095.05
243,926.80
221,661.52
202,411.04
359,832.77
CM
Gross M
0.630
1.130
47.0%
47.3%
Format: SKU
Size:
Pack of 8
Price
Level
RSP min
RSP max
RSP avg
VC
CM per unit
P1
0.61
0.80
0.705
0.34
0.365
P2
0.81
1.00
0.905
0.34
0.565
P3
1.01
1.20
1.105
0.34
0.765
P4
1.21
1.40
1.305
0.34
0.965
P5
1.41
1.60
1.505
0.34
1.165
P6
1.61
1.80
1.705
0.34
1.365
P7
1.81
2.00
1.905
0.34
1.565
P8
2.01
2.20
2.105
0.34
1.765
P9
2.21
2.40
2.305
0.34
1.965
P10
2.41
2.60
2.505
0.34
2.165
Cannibalization for McCartney pack of 16

Chicken pack of 8
7.60
6.10
4.90
3.90
3.10
2.50
2.00
1.60
1.30
1.00
Chicken pack of 16
32.60
31.10
29.90
28.90
28.10
27.50
27.00
26.60
26.30
26.00
20.10
18.60
17.40
16.40
15.60
15.00
14.50
14.10
13.80
13.50
17.20
15.50
14.60
13.80
12.90
12.00
11.20
10.30
9.50
8.60
42.20
40.50
39.60
38.80
37.90
37.00
36.20
35.30
34.50
33.60
Estimated demand
Gross Profit
Avg Cann (8p)
4,021,690.00
1,467,916.85
20.10%
1,678,033.00
948,088.65
18.60%
834,262.00
638,210.43
17.40%
466,051.00
449,739.22
16.40%
282,939.00
329,623.94
15.60%
182,825.00
249,556.13
15.00%
124,005.00
194,067.83
14.50%
87,436.00
154,324.54
14.10%
63,639.00
125,050.64
13.80%
47,560.00
102,967.40
13.50%
29.70
28.00
27.10
26.30
25.40
24.50
23.70
22.80
22.00
21.10
Chicken 8c
Chicken 16c
Avg Cann (16p)
Gross Profit
29.70%
1,859,385.70 -
391,468.85
28.00%
727,719.95
220,368.69
27.10%
347,005.08
291,205.35
26.30%
186,700.41
263,038.81
25.40%
109,041.35
220,582.59
24.50%
67,907.63
181,648.49
23.70%
44,547.85
149,519.97
22.80%
30,300.85
124,023.69
22.00%
21,358.25
103,692.38
21.10%
15,388.14
87,579.26
Price
VC
CM
1.34
2.39
0.710
1.260
0.630
1.130
291,205.35
Gross M
47.0%
47.3%
Comparing the best Alternatives

RSP Avg
Profits
In & Out
8pack
16pack
0.905
1.105
370,627.75
292,661.38
SKU
8pack
16pack
0.905
1.305
359,832.77
263,038.81
Best?
In&Out Pack of 16

#6 - Knorr Case Study Data

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Cannibalization for new flavour pack of 8

In&Out Demand Impact

Avg Cann (8p)

Avg Cann (16p)

Cannibalization for new flavour pack of 16

In&Out Demand Impact

Avg Cann (8p)

Avg Cann (16p)

Cannibalization for McCartney pack of 8

Avg Cann (8p)

Avg Cann (16p)

Cannibalization for McCartney pack of 16

Avg Cann (8p)

Avg Cann (16p)

Comparing the best Alternatives

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