Kokomochi is considering the launch of an advertising campaign for its latest dessert product, the Mini Mochi Munch. Kokomochi plans to spend $ 6.5 million on TV, radio, and print advertising this year for the campaign. The ads are expected to boost sales of the Mini Mochi Munch by $ 10.1 million this year and $ 8.1 million next year. In addition, the company expects that new consumers who try the Mini Mochi Munch will be more likely to try Kokomochi's other products. As a result, sales of other products are expected to rise by $ 2.1 million each year. Kokomochi's gross profit margin for the Mini Mochi Munch is 34 % , and its gross profit margin averages 23 % for all other products. The company's marginal corporate tax rate is 35 % both this year and next year. What are the incremental earnings associated with the advertising campaign?

Question

Antoine Mckenzie

Business

15 August, 08:27

Kokomochi is considering the launch of an advertising campaign for its latest dessert product, the Mini Mochi Munch. Kokomochi plans to spend $ 6.5 million on TV, radio, and print advertising this year for the campaign. The ads are expected to boost sales of the Mini Mochi Munch by $ 10.1 million this year and $ 8.1 million next year. In addition, the company expects that new consumers who try the Mini Mochi Munch will be more likely to try Kokomochi's other products. As a result, sales of other products are expected to rise by $ 2.1 million each year. Kokomochi's gross profit margin for the Mini Mochi Munch is 34 % , and its gross profit margin averages 23 % for all other products. The company's marginal corporate tax rate is 35 % both this year and next year. What are the incremental earnings associated with the advertising campaign?

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Craig Vang · Answer 1

The incremental earnings are $0.4251

Explanation:

All those costs that are incremental costs that arise on the following principal:

"If we take decision, there is a cost and

If there is no decision, there is no cost."

This means that:

Incremental cost = Cash flow due to taking decisions less Cash flows due to not taking decisions

Incremental Earnings Forecast ($ million) ($ million)

Gross Profit of Mini Mochi Munch

Year 1 10.1 * 34% 3.434

Year 2 8.1 * 34% 2.754 6.188

Gross Profit of Other products

Year 1 2.1 * 23% 0.483

Year 2 2.1 * 23% 0.483 0.966

Advertising cost (6.5)

Net Operating Cash Flow 0.654

Tax at the rate 35% (0.2289)

Net Cash flow 0.4251