FMCG / CASE STUDY
Listed does not mean sold.
A snack launch has secured listings. But shelf visibility and the production plan are drifting apart. Three views of the same commercial decision – a fictional exercise, not an outcome from a real client engagement.
Fictional case – all figures simulated
Chapter 1 of 3
Unit economics
What remains from each pack after deductions and costs? These steps take the calculation from gross price to absolute profit.
€ / pack1.501.000.500
1.50 €
Gross−0.08 €
Promo1.42 €
Invoice−0.06 €
Terms1.36 €
NNN−0.74 €
COGS0.62 €
CM pre D&S−0.12 €
D&S0.50 €
APAP = NNN − COGS − D&SAP margin: 36.8% of NNN.
Work through the next decision.
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