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Marketing Plan - Financials
Marketing Plan - Financials
Table 2
Grab Holdings, Inc. (Grab Philippines)
Estimated Monthly Income on land transport of individuals (Pre covid)
Table 3
Grab Holdings, Inc. (Grab Philippines)
Estimated Monthly Income on deliveries (from previously land transport to delivery of goods)
Assumptions:
a. Income will be 10% lower in delivery of goods than income in land transport of individuals. Despite the increase in deman
logistics of goods during this time, increase in competitions negatively effect the total income.
b. Only 95% of the land transport drivers will be converted to delivery drivers due to possible government and company con
that may hinder full conversion.
Company Earnings
Number Total Income per
Drivers* month
20,800.00 59,904,000.00
12,000.00 76,800,000.00
3,200.00 48,640,000.00
Total 185,344,000.00
Company Earnings
Number Total Income per
Drivers* month
8,400.00 37,800,000.00
23,800.00 107,100,000.00
1,750.00 8,662,500.00
1,050.00 5,433,750.00
Total 158,996,250.00
Company Earnings
Number Total Income per
Drivers month
8,400.00 34,020,000.00
23,800.00 96,390,000.00
1,750.00 7,796,250.00
1,050.00 4,890,375.00
Total 143,096,625.00
als. Despite the increase in demand in
me.
Breakdown: Amount %
Direct Expenses on marketing activities 5,209,828.58 24%
Social Media 6,876,973.73 32%
Marketing Employees 4,167,862.86 19%
Marketing analytics & research 3,125,897.15 15%
Overhead cost 2,083,931.43 10%
Total Budget of Marketing 21,464,493.75 100%
Assumptions:
a. Total budget for marketing is 15% of the total revenue which is based on the industry average for consumer service and lo
b. One-third of the budget is dedicated to social media since it is the most effective tool for broader reach
c. Other expenses is based on the industry average for consumer service and logistics as of 2018 by the CMO survey & delloi
age for consumer service and logistics as of 2018 by the CMO survey & delloite digital.
roader reach
018 by the CMO survey & delloite digital.
Table 5
Grab Holdings, Inc. (Grab Philippines)
Monthly Breakeven Analysis
Revenue 143,096,625.00
Contribution Margin:
Revenue (a) 143,096,625.00 a
Total Variable Cost (b) 60,458,324.06 b
Contribution Margin (c ) 82,638,300.94 c=a-b
Contribution Margin % (d) 57.8% d=c÷a
Breakeven Revenue:
Fixed Cost (e ) 67,326,962.06 e
Contribution Margin % (d) 57.8% d
Breakeven Revenue (f) 116,583,484.09 f=e÷d
Table 6
Grab Holdings, Inc. (Grab Philippines)
Monthly Income Statement
Amount Percentage
Revenue 143,096,625.00 100%
Less: Cost of Services 50,083,818.75 35%
Gross Margin 93,012,806.25 65%
Operating Expenses:
General & Administrative 28,619,325.00 20%
Marketing Expense 21,464,493.75 15%
Other Operating Cost 25,757,392.50 18%
Total Operating Expenses 75,841,211.25 53%
Net Operating Income 17,171,595.00 12%
Non-Operating Expenses:
Interest Expense 1,860,256.13 1%
Net Income before taxes 15,311,338.88 11%
Income Taxes 4,593,401.66 3%
Net Income after taxes 10,717,937.21 7%