Question
Kokomochi is considering the launch of an advertising campaign for its latest dessert product, the Mini Mochi Munch. Kokomochi plans to spend $5.7 million on
Kokomochi is considering the launch of an advertising campaign for its latest dessert product, the Mini Mochi Munch. Kokomochi plans to spend $5.7 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 $9.1 million this year and $7.1 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 $2.3 million each year. Kokomochi's gross profit margin for the Mini Mochi Munch is 37%, and its gross profit margin averages 22% for all other products. The company's marginal corporate tax rate is 30% both this year and next year. What are the incremental earnings associated with the advertising campaign?
Complete the table for year 1 below:(Round to the nearest dollar.)
Incremental earnings forecast | Year 1 | |
Sales of Mini Mochi Munch | $ |
|
Other sales |
|
|
Cost of goods sold |
|
|
Gross profit | $ |
|
Selling, general and admin. expenses |
|
|
Depreciation |
| 0 |
EBIT | $ |
|
Income tax at 30% |
|
|
Unlevered net profit | $ |
|
Complete the table for year 2 below:(Round to the nearest dollar.)
Incremental earnings forecast | Year 2 | |
Sales of Mini Mochi Munch | $ |
|
Other sales |
|
|
Cost of goods sold |
|
|
Gross profit | $ |
|
Selling, general and admin. expenses |
|
|
Depreciation |
| 0 |
EBIT | $ |
|
Income tax at 30% |
|
|
Unlevered net profit | $ |
|
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