Year

(1)
Unit
MSP

(2)
(3)
Gross
Unit
Margin Gross
%
Margin

Total
A Double Edged Blades

(4a)
1995Unit
Sales
(MM)

(5b)
(4b)
(5a)
Sales
1995
Allan
Contrbn 1996 E Growth
5(a)& 4(a)
(MM)
(%)

115

8.246

136

19.0

100

5.117

108

8.0

Sale
Value

(5c)
Allan
1996 EContrbn

(6a)
Effio
1996E
(unit
Sales)

(6b) Sales
Growth
(6(a) and
4(a)
(%)

24.0

11.28

147.00

27.50%

5.59

113.00

13.00%

Gillette Blue Blade

0.06

47%

0.028

0.141

0.0

0.3

0.14

8.00

60.00%

Gillete Goal Red

0.11

50%

0.055

80

4.400

90

12.5

9.9

4.95

90.00

12.50%

Gillette Goal Blue

0.08

48%

0.038

15

0.576

13

-13.3

1.0

0.50

15.00

0.00%

0.090

0.451

10

100.0

0.90

20.0

300.00%

B Disposables
Goal II

0.21

32%

0.067

0.269

100.0

1.7

0.54

14.00

250.00%

Blue II

0.35

52%

0.182

0.182

100.0

0.7

0.36

6.00

500.00%

10

2.678

18

80.0

4.78

14.0

40.00%

C System Blades
Gillette GII

0.45

52%

0.234

0.468

50.0

1.4

0.70

2.00

0.00%

Gillette Contour
Gilltee Sensor
Sales Growth
/Contrbn

0.55
0.65

52%
40%

0.286
0.260

5
3

1.430
0.780

7
8

40.0
166.7

3.9
5.2

2.00
2.08

7.00
5.00

40.00%
66.66%

19.0%

36.75%

27.50%

(6c)
Effio
1996E
(Contrbn)

11.553
5.750
0.224
4.950
0.576
2.033
0.941
1.092
3.770
0.468
2.002
1.300
40.1

Table 1:
Gillette Indonesia Sales Breakdown
Shaving products Total sales
Blades
Disposables
Sensors
Razors
Prep. Products
Note: Refer Exhibit 3 in the case

Table 2:
Percentage Income Statement for Shaving
products 1995
Gross Reveneues from Shaving products
Less: Trade Discounts
= Net Revenues

1995 1996 E ( Allan)

19.6
27.6
10.3
11.2
1.2
2.5
5.6
10.4
2
3
0.5
0.5

1995
100%
10
90%

1996
100%
8
92%

Less: Variable Manufacturing Costs

Variable Selling Costs (sales commisions)
Variable Distribution Costs
=Gross Margin

36%
2%
6%
46%

42%
1.80%
7%
50.80%

Less: Advertising
Consumer promotions and merchandising
General Sales and Administrative Costs
Profit from operations

9%
3%
14%
20%

15%
7.50%
19%
26.20%

1996
(Revised Plan)
29.21
11.7
2.66
5.2
3.6
6.05