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Chapter 5-Financial Metrics
Chapter 5-Financial Metrics
Chapter 5:
Financial metrics
Contents
• Cost, price, revenue and profit
• Key financial indexes
Costs
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Key metrics
• Cost
◦ Variable and Fixed cost
• Margin & Contribution
◦ Unit margin
◦ Margin (%)
◦ Contribution per unit
◦ Contribution margin
• Marketing spending
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Margins &
Contributions
Margins
• Purpose: To determine the value of incremental
sales, and to guide pricing and promotion
decisions.
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Margins
• 𝑼𝒏𝒊𝒕 𝒎𝒂𝒓𝒈𝒊𝒏 $ = 𝑆𝑒𝑙𝑙𝑖𝑛𝑔 𝑝𝑟𝑖𝑐𝑒 𝑝𝑒𝑟 𝑢𝑛𝑖𝑡 $ −
𝐶𝑜𝑠𝑡 𝑝𝑒𝑟 𝑢𝑛𝑖𝑡 $
𝑈𝑛𝑖𝑡 𝑚𝑎𝑟𝑔𝑖𝑛($)
• 𝑴𝒂𝒓𝒈𝒊𝒏 % = 𝑆𝑒𝑙𝑙𝑖𝑛𝑔 𝑝𝑟𝑖𝑐𝑒 𝑝𝑒𝑟 𝑢𝑛𝑖𝑡($) =
𝑇𝑜𝑡𝑎𝑙 𝑠𝑎𝑙𝑒𝑠 𝑟𝑒𝑣𝑒𝑛𝑢𝑒 $ −𝑇𝑜𝑡𝑎𝑙 𝑐𝑜𝑠𝑡($)
𝑇𝑜𝑡𝑎𝑙 𝑠𝑎𝑙𝑒𝑠 𝑟𝑒𝑣𝑒𝑛𝑢𝑒($)
Margins
• Cautions:
◦ Unit margin vs. percentage margin
◦ What is a unit
◦ Unit cost and selling price: rebates, customer discount,
commissions can be considered as cost or as deduction
from the selling price
◦ Margin as a percentage of costs, not as selling price:
applied in certain industries.
◦ Margin vs. Markup
◦ Various costs may or may not be included
Contributions
• Purpose: to provide a rough indicator of the
earning impact of a marketing activity.
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Contributions
• 𝑪𝒐𝒏𝒔𝒕𝒓𝒊𝒃𝒖𝒕𝒊𝒐𝒏 𝒑𝒆𝒓 𝒖𝒏𝒊𝒕 $ =
𝑆𝑒𝑙𝑙𝑖𝑛𝑔 𝑝𝑟𝑖𝑐𝑒 𝑝𝑒𝑟 𝑢𝑛𝑖𝑡 $ −
𝑉𝑎𝑟𝑖𝑎𝑏𝑙𝑒 𝑐𝑜𝑠𝑡 𝑝𝑒𝑟 𝑢𝑛𝑖𝑡 $
Marketing
spending
Marketing spending
• Purpose: to forecast marketing spending and assess
budgeting risk
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Marketing spending
• 𝑻𝒐𝒕𝒂𝒍 𝒎𝒂𝒓𝒌𝒆𝒕𝒊𝒏𝒈 𝒄𝒐𝒔𝒕𝒔 $ =
𝑇𝑜𝑡𝑎𝑙 𝑓𝑖𝑥𝑒𝑑 𝑚𝑎𝑟𝑘𝑒𝑡𝑖𝑛𝑔 𝑐𝑜𝑠𝑡𝑠 $ +
𝑇𝑜𝑡𝑎𝑙 𝑣𝑎𝑟𝑖𝑎𝑏𝑙𝑒 𝑚𝑎𝑟𝑘𝑒𝑡𝑖𝑛𝑔 𝑐𝑜𝑠𝑡𝑠 $
Marketing spending
• Fixed marketing cost:
◦ Sales force salaries and support
◦ Major advertising campaign, including production costs.
◦ Marketing staff
◦ Sales promotion material
◦ Cooperative advertising allowances based on prior-period
sales
Marketing spending
• Variable marketing cost:
◦ Sales commissions paid to sales force, brokers, or
manufacturer representatives.
◦ Sales bonuses contingent on reaching sales goals.
◦ Early payment terms.
◦ Coupon face-value payments and rebates, including
processing fees.
◦ Bill-backs for local campaigns, which are conducted by
retailers but reimbursed by national brand and
cooperative advertising allowances, based on current
period sales.
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Marketing &
Finance
Key financial metrics
𝑁𝑒𝑡 𝑝𝑟𝑜𝑓𝑖𝑡($)
• 𝑹𝒆𝒕𝒖𝒓𝒏 𝒐𝒏 𝑺𝒂𝒍𝒆𝒔 % =
𝑆𝑎𝑙𝑒𝑠 𝑟𝑒𝑣𝑒𝑛𝑢𝑒($)
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𝑁𝑒𝑡 𝑝𝑟𝑜𝑓𝑖𝑡($)
• 𝑹𝒆𝒕𝒖𝒓𝒏 𝒐𝒏 𝑰𝒏𝒗𝒆𝒔𝒕𝒎𝒆𝒏𝒕 % =
𝐼𝑛𝑣𝑒𝑠𝑡𝑚𝑒𝑛𝑡($)
• Investment:
◦ Return on Assets (ROA)
◦ Return on Net Assets (RONA)
◦ Return on Capital (ROC)
◦ Return on Invested Capital (ROIC)
◦ Return on Capital Employed (ROCE)
Evaluating multi-period
investments
• Purpose: to evaluate investments with financial consequences
spanning multiple periods.
Return on Marketing
Investment (ROMI)
• Purpose: to measure the rate at which spending
on marketing contributes to profits.
• 𝑅𝑂𝑀𝐼 % =
𝑅𝑒𝑣𝑒𝑛𝑢𝑒 𝑎𝑡𝑡𝑟𝑖𝑏𝑢𝑡𝑎𝑏𝑙𝑒 𝑡𝑜 𝑚𝑎𝑟𝑘𝑒𝑡𝑖𝑛𝑔 $ ∗ 𝐶𝑜𝑛𝑡𝑟𝑖𝑏𝑢𝑡𝑖𝑜𝑛
𝑚𝑎𝑟𝑔𝑖𝑛 % −𝑀𝑎𝑟𝑘𝑒𝑡𝑖𝑛𝑔 𝑐𝑜𝑠𝑡($)
𝑀𝑎𝑟𝑘𝑒𝑡𝑖𝑛𝑔 𝑐𝑜𝑠𝑡($)