Professional Documents
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163269
Price -0.08989
Log LL
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Intercept 1.881332 4.964148838 0.4907853 0
Price -0.0125 -0.024409928 -0.0062145
Pick Pick
Choice# XBOX PS WII Nothing XBOX Pick PS Pick WII nothing
1 $221 $267 $275 0 28 11 14 47
2 $193 $295 $275 0 38 1 14 47
3 $278 $294 $176 0 10 2 43 45
4 $288 $191 $250 0 2 44 10 44
5 $162 $224 $221 0 30 16 17 37
6 $172 $249 $157 0 23 15 24 38
7 $167 $251 $169 0 24 12 25 39
8 $213 $255 $158 0 21 25 9 45
Suppose
$110 $215 $160 0
Logit Logit Dinomin Prob Prob
XBOX Logit PS Logit WII Nothing ator Xbox Prob PS Prob WII Noth
(0.88) (1.55) (1.22) 0 1.92 0.22 0.11 0.15 0.52
(0.53) (2.24) (1.22) 0 1.99 0.30 0.05 0.15 0.50
(1.59) (2.21) (0.60) 0 1.86 0.11 0.06 0.29 0.54
(1.72) 0.30 (1.06) 0 2.88 0.06 0.47 0.12 0.35
(0.14) (0.50) (0.88) 0 2.88 0.30 0.21 0.14 0.35
(0.27) (1.11) (0.48) 0 2.71 0.28 0.12 0.23 0.37
(0.21) (1.16) (0.56) 0 2.70 0.30 0.12 0.21 0.37
(0.78) (1.26) (0.49) 0 2.35 0.19 0.12 0.26 0.42
Uni
Delta United United Delta non United United Delta Non_stop
Non stop Nonstop One Stop Nothing Stop Non stop One Stop Logit Logit
25 37 25 12 $500.00 $390.00 $370.00
29 32 26 12 $480.00 $400.00 $360.00
32 29 26 14 $490.00 $430.00 $380.00
29 29 27 16 $510.00 $440.00 $385.00
27 31 27 16 $520.00 $435.00 $390.00
Uni one Nothing Dinomina
Stop Logit Logit tor Prob Delta Prob Uni 1 Prob Uni 2 Prob noth LL Delta LL UNi1
0 674.857 674.857
LL
Ll Uni2 Nothing Total LL 1349.714
1.8E-295
Intercept 1.140738 2.761391 0
Price -0.26529 -0.4236
Generic P&G Generic P&G None
5 8 35 22 43
5.5 7 29 29 42
7 9 24 18 59
7.5 8 17 28 33
0.85 10 56 4 28
4 7 37 26 28
3.5 6.5 38 28 27
Intercept 0
Price
Logit for
Scenario H&S H&S Lite CVS HS HS Lite CVS None H&S
1 3.6 3.6 3.6 70 13 4 13
2 3.8 2.8 2.6 59 22 7 13
3 4 3 2.7 58 21 7 14
4 4.2 3 2.7 54 23 8 15
5 4.4 3.1 2.6 51 23 9 17
6 4.6 2.9 2.5 46 27 10 17
7 4.8 3 2.8 44 28 9 19
8 5 3 2.9 41 30 9 20
9 5.2 3 2.6 37 31 11 21
10 5.4 3.1 3 35 32 9 23
11 5.6 3.3 2.8 33 30 12 25
12 5.8 3.5 3.1 32 29 11 28
13 6 3.7 3.2 31 28 11 31
14 6.2 4 3.2 29 25 12 34
15 6.4 4.5 3.4 29 20 12 39
16 6.6 4.7 3.6 28 19 11 42
To know if Lite adds value Run put the price and brand of Lite to 0 and run the solver
So, there is a shift to P&G from both CVS, As well as Nothing. And possibly due to H&S lite, H&S
So, the company gains from introduction of lite interms of Market Share.
Suppose now we know the unit costs of H&S = 2.2, and that of Lite is 1.4. Also suppose the pric
5.794696 5.30014 3 0
Total Market
Sales of H&S
Sales of Lite
Revenue of H&S
Revenue of Lite
Total Revenue
Cost of H&S
Cost of Lite
Total Cost
Margin
So, the margin from selling both H&S and Lite is 196.659
0
Logit For Logit for Logit for Dinomina Prob for Prob For Prob for Prob for
H&S Lite CVS Nothing tor H&S Lite CVS Nothing LL
n the solver
nd possibly due to H&S lite, H&S sales also goes up due to anchoring effect.
100
4.331716
4.331716
25.10098
22.9587
48.05968
9.529776
6.064403
15.59418
32.4655
Too
Too Expensiv
Price Cheap Bargain Worth it e
Less
than 5 11 6 0 3
5-10 72 42 14 5
10-15 10 19 12 8
16-20 13 16 14 10
21-25 10 24 24 7
26-30 2 12 16 9
31-35 1 4 2 11
36-40 1 2 10 6
41-45 0 0 6 7
46-50 5 7 21 32
51-55 0 0 0 12
55-60 0 2 3 1
61-65 0 0 0 1
66-70 0 0 0 1
71-75 0 1 5 2
76-80 0 0 0 3
81-85 0 0 0 1
86-90 0 0 1 1
91-95 0 0 0 0
96-100 2 5 1 10
101-105 0 0 1 1
106-110 0 0 0 0
111-115 0 0 0 0
116-120 0 0 1 0
greater
than 120 2 1 5 10