Reference Templates
Topline Year 1 Year 2 Year 3 Year 4 Year 5
Market Volume ([Link]) 1,200 1,236 1,273 1,311 1,351
Market Growth 3% 3% 3% 3%
Market volume share "NEW PRODUCT" 0.5% 1.0% 2.0% 3.0% 5.0%
Volume (…..mil L.........) 6.0 12.4 25.5 39.3 67.5
Pricing (….(250ml x 24can) per carton....) 100K 105K 110K 116K 122K
% Inflation rate 5% 5% 5% 5%
Turnover ([Link]) 100 216 468 759 1,368
Product cost (250ml x 24lon) Year 1 Year 2 Year 3 Year 4 Year 5
40% Raw material -24K -25K -26K -28K -29K
40% Packaging -24K -25K -26K -28K -29K
20% Conversion cost -12K -13K -13K -14K -15K
Cost per unit -60K -63K -66K -69K -73K
%GM 40% 40% 40% 40% 40%
New investments Year 0 Year 1 Year 2 Year 3 Year 4
10 Machinery (useful life ~ …..10.......years) (200) (20) (20.0) (20.0) (20.0)
Tools (useful life ~ …5.....years)
Others (useful life ~ …..5........years)
Total investment ([Link]) (200)
Total depreciation (20.0) (20.0) (20.0) (20.0)
Logistics Year 1 Year 2 Year 3 Year 4 Year 5
Warehousing Management (5.0) (6.0) (7.0) (8.0) (9.0)
Variable log cost (2.5% TO) (2.5) (5.4) (11.7) (19.0) (34.2)
Total Log budget ([Link]) (7.5) (11.4) (18.7) (27.0) (43.2)
Total Log budget (% TO) -7.5% -5.3% -4.0% -3.6% -3.2%
Distribution- Channel Mix Year 1 Year 2 Year 3 Year 4 Year 5
70% On premise (70% TO) 10% 10% 10% 10% 10%
20% Modern Trade (20% TO) 12% 12% 12% 12% 12%
10% E-commerce (10% TO) 5% 5% 5% 5% 5%
Total sales budget (% TO) 9.9% 9.9% 9.9% 9.9% 9.9%
Launching budget (30.0)
Total sales budget ([Link]) (40) (21) (46) (75) (135)
Marketing Activities Year 1 Year 2 Year 3 Year 4 Year 5
Media (50) (30) (20) (20) (30)
Visibility (20) (10) (10) (10) (20)
Activation (10) (20) (10) (10) (10)
Sampling (5) (5) (3) (3) (3)
Market research (2) (2) (2) (2) (2)
Total MKT budget ([Link]) (87.0) (67.0) (45.0) (45.0) (65.0)
Total MKT budget (% TO) -87% -31% -10% -6% -5%
P/L NEW PRODUCT Year 1 Year 2 Year 3 Year 4 Year 5
Volume (mil L) 6.0 12.4 25.5 39.3 67.5
Volume ([Link]) 1.0 2.1 4.2 6.6 11.3
Pricing (…250ml x 24 can/ carton..) 100K 105K 110K 116K 122K
Turnover ([Link]) 100 216 468 759 1,368
Cost of sales (60) (130) (281) (455) (821)
Gross Profit 40 87 187 304 547
Logistic expense (7.5) (11.4) (18.7) (27.0) (43.2)
Selling expense (39.9) (21.4) (46.3) (75.1) (135.4)
Marketing expense (87.0) (67.0) (45.0) (45.0) (65.0)
R&D expense (5.0) (5.0) (5.0) (5.0) (5.0)
G&A expense (2.0) (2.0) (2.0) (2.0) (2.0)
Operation Profit before tax (101) (20) 70 149 297
Income tax (20%) (40) (103)
Net Operation Profit ([Link]) (101) (20) 70 110 193
GM% check 40% 40% 40% 40% 40%
YEAR 1
P/L NEW PRODUCT 21-Jan 21-Feb 21-Mar 21Q2 21Q3
% Contribution 5% 10% 10% 25% 25%
Volume ([Link]) 0.3 0.6 0.6 1.5 1.5
Volume ([Link]) 0.3 0.6 0.6 1.5 1.5
Pricing (............. x ...........) 100K 100K 100K 100K 100K
Turnover ([Link]) 5 10 10 25 25
Cost of sales (3) (6) (6) (15) (15)
Gross Profit 2 4 4 10 10
Logistic expense (0.4) (0.8) (0.8) (1.9) (1.9)
Selling expense (2.0) (4.0) (4.0) (10.0) (10.0)
Marketing expense (4.4) (8.7) (8.7) (21.8) (21.8)
R&D expense (0.3) (0.5) (0.5) (1.3) (1.3)
G&A expense (0.1) (0.2) (0.2) (0.5) (0.5)
Operation Profit before tax (5) (10) (10) (25) (25)
Income tax (20%)
Net Operation Profit ([Link]) (5) (10) (10) (25) (25)
6 L/ carton
Cost per 6L
Year 5
(20.0)
(20.0)
6L/ carton
21Q4
25%
1.5
1.5
100K
25
(15)
10
(1.9)
(10.0)
(21.8) Allocation based on Contribution, or actual activity incurred
(1.3) Allocation based on Contribution, or actual activity incurred
(0.5) Allocation based on Contribution, or actual activity incurred
(25)
(25)
MARKETING CALENDAR FOR LAUNCHING
Activities Budget W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 W12 W13 W14 W15 W16 W17
Media 50
Visibility 20
Activation 10
Sampling 5
Market research 2
W18 W19 W20