Applying the gross margin percentage to your product sales price, infer the cost of the product. The sell price of Doritos is $3.98 retail so adding fifty percent markup on the price at retail, the sell price to the distributor/merchandiser is $5.97 (Amazon, 2016). PepsiCos gross margin as of September 5, 2015 is 55.57% taken from gross profit of 35.80B/revenue of 64.42B (Finance.yahoo.com., 2015). Therefore, the cost of Doritos is?