P&G wants to determine if it should introduce a new, cheaper version of Head and Shoulders shampoo. It asked a focus group which of three products it would prefer at different prices (See Figure 18-3). For example, if all three products cost $3.60, 70 people prefer Head and Shoulders, 13 prefer Head and Shoulders Lite, 4 prefer CVS, and 13 would buy no dandruff shampoo.

Scanario	HS	HSLite	CVS	HS Share	HS Lite Share	CVS Share	None Share
1	3.6	3.6	3.6	70	13	4	13
2	3.8	2.8	2.6	59	22	7	13
3	4	3	2.7	58	21	7	14
4	4.2	3	2.7	54	23	8	15
5	4.4	3.1	2.6	51	23	9	17
6	4.6	2.9	2.5	46	27	10	17
7	4.8	3	2.8	44	28	9	19
8	5	3	2.9	41	30	9	20
9	5.2	3	2.6	37	31	11	21
10	5.4	3.1	3	35	32	9	23
11	5.6	3.3	2.8	33	30	12	25
12	5.8	3.5	3.1	32	29	11	28
13	6	3.7	3.2	31	28	11	31
14	6.2	4	3.2	29	25	12	34
15	6.4	4.5	3.4	29	20	12	39
16	6.8	4.7	3.6	28	19	11	42

1. Use this data to calibrate a discrete choice model. Use the same price weight for each product.

2. Suppose CVS shampoo sells for $3.00. If the unit cost to produce Head and Shoulders is $2.20 and the unit cost to produce Head and Shoulders Lite is $1.40, what pricing maximizes P&Gs profit.

3. By what percentage does the introduction of Head and Shoulders Lite increase P&Gs profit?

I need the excel chart and step by step instructions with it.