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The "Bare Bone" model has a list price of $2.99. UVC is $1.50 and projected sales for the year is 2,000,000. "Bill" retails for $3.99 with a UVC of $1.79 and has a sales forecast of 500,000. Projected first year sales of "Bodacious Bill" is 1,000,000 units. Fixed costs to enable insertion of audio sound effects for "Bodacious Bill" will be $2M for the first year. The "Bodacious Bill" will have a 50% markup on the breakeven price. ► Unit cost (breakeven price) = unit variable cost + (fixed cost/# of products produced). ► List (markup) price = unit cost * (1+ desired % markup on the retail price). ► Unit variable cost, including technical parts, add up to $4.99 ► What would be the list price on Bodacious Bill to break even? 50% of first year sales would be incremental. Of the remaining volume, 80% will be cannibalized from "Bill" sales and 20% would be offset with "Bare Bone" volume.

The "Bare Bone" model has a list price of $2.99. UVC is $1.50 and projected sales for the year is 2,000,000. "Bill" retails for $3.99 with a UVC of $1.79 and has a sales forecast of 500,000. Projected first year sales of "Bodacious Bill" is 1,000,000 units. Fixed costs to enable insertion of audio sound effects for "Bodacious Bill" will be $2M for the first year. The "Bodacious Bill" will have a 50% markup on the breakeven price. ► Unit cost (breakeven price) = unit variable cost + (fixed cost/# of products produced). ► List (markup) price = unit cost * (1+ desired % markup on the retail price). ► Unit variable cost, including technical parts, add up to $4.99 ► What would be the list price on Bodacious Bill to break even? 50% of first year sales would be incremental. Of the remaining volume, 80% will be cannibalized from "Bill" sales and 20% would be offset with "Bare Bone" volume.

Principles Of Marketing
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Cannibalization Analysis The "Bare Bone" model has a list price of $2.99. UVC is $1.50 and projected sales for the year is 2,000,000. "Bill" retails for $3.99 with a UVC of $1.79 and has a sales forecast of 500,000. Projected first year sales of "Bodacious Bill" is 1,000,000 units. Fixed costs to enable insertion of audio sound effects for "Bodacious Bill" will be $2M for the first year. The "Bodacious Bill" will have a 50% markup on the breakeven price. Unit cost (breakeven price) = unit variable cost + (fixed cost/# of products produced). List (markup) price = unit cost * (1+ desired % markup on the retail price). Unit variable cost, including technical parts, add up to $4.99 What would be the list price on Bodacious Bill to break even? 50% of first year sales would be incremental. Of the remaining volume, 80% will be cannibalized from "Bill" sales and 20% would be offset with "Bare Bone" volume.
Transcribed Image Text:Cannibalization Analysis The "Bare Bone" model has a list price of $2.99. UVC is $1.50 and projected sales for the year is 2,000,000. "Bill" retails for $3.99 with a UVC of $1.79 and has a sales forecast of 500,000. Projected first year sales of "Bodacious Bill" is 1,000,000 units. Fixed costs to enable insertion of audio sound effects for "Bodacious Bill" will be $2M for the first year. The "Bodacious Bill" will have a 50% markup on the breakeven price. Unit cost (breakeven price) = unit variable cost + (fixed cost/# of products produced). List (markup) price = unit cost * (1+ desired % markup on the retail price). Unit variable cost, including technical parts, add up to $4.99 What would be the list price on Bodacious Bill to break even? 50% of first year sales would be incremental. Of the remaining volume, 80% will be cannibalized from "Bill" sales and 20% would be offset with "Bare Bone" volume.
Cannibalization Analysis Bare Bone Bill Product Bill Product Bare Bone Bodacious Bill List Price Next Year - without the Bodacious Bill Unit Variable Cost Contribution/unit Unit Sales Next Year - with the Bodacious Bill List Price Unit Variable Cost Contribution/unit Unit Sales Contribution Contribution Is the introduction of Bodacious Bill economically beneficial for the company?
Transcribed Image Text:Cannibalization Analysis Bare Bone Bill Product Bill Product Bare Bone Bodacious Bill List Price Next Year - without the Bodacious Bill Unit Variable Cost Contribution/unit Unit Sales Next Year - with the Bodacious Bill List Price Unit Variable Cost Contribution/unit Unit Sales Contribution Contribution Is the introduction of Bodacious Bill economically beneficial for the company?
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