Kokomochi is considering the launch of an advertising campaign for its latest dessert product, the Mini Mochi Munch. Kokomochi plans to spend $4.13 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 $8.31 million this year and by $6.31 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 $2.38 million each year. Kokomochi’s gross profit margin for the Mini Mochi Munch is 35%, and its gross profit margin averages 25% for all other products. The company’s marginal corporate tax rate is 35% both this year and next year. What are the incremental earnings associated with the advertising campaign?
YEAR 1
Incremental Earnings Forecast ($ million)
Sales of Mini Mochi Munch $
Other Sales $
Cost of Goods Sold $
Gross Profit $
Selling, General, and Administrative $
Depreciation $
EBIT $
Income Tax at 35% $
Unlevered Net Income $
Calculate the unlevered net income for year 2 below:
YEAR 2
Sales of Mini Mochi Munch $
Other Sales $
Cost of Goods Sold $
Gross Profit $
Selling, General, and Administrative $
Depreciation $
EBIT $
Income Tax at 35% $
Unlevered Net Income $

Kokomochi

YEAR 1

Incremental Earnings Forecast ($ million)

Sales of Mini Mochi Munch                   $8,310,000

Other Sales                                           $2,380,000

Other sales revenue                           $10,690,000

Cost of Goods Sold                               $7,186,500

Gross Profit                                           $3,503,500

Selling, General, and Administrative    $4,130,000

Depreciation                                         $0

EBIT                                                       ($ 626,500)

Income Tax at 35%                               $0

Unlevered Net Income                         $0

Calculate the unlevered net income for year 2 below:

YEAR 2

Sales of Mini Mochi Munch                   $6,310,000

Other Sales                                           $2,380,000

Total sales revenue                              $8,690,000

Cost of Goods Sold                              $5,886,500

Gross Profit                                           $2,803,500  

Selling, General, and Administrative   $ 0

Depreciation                                         $0

EBIT                                                       $2,803,500

Income Tax at 35%                                  $981,225

Unlevered Net Income                         $1,822,275

Explanation:

a) Data and Calculations:

Advertising campaign expenses = $4.13 million

Incremental sales revenue from Mini Mochi Munch = $8.31 million

Next years incremental sales revenue from Mini Mochi Munch = $6.31 million

Incremental sales revenue from other products = $2.38 million each year

Gross profit margin or the Mini Mochi Munch = 35%

Gross profit margin for other products = 25%

Marginal corporate tax rate = 35%

Cost of goods sold:

Year 1:

Mini Mochi Much = 65% (100 - 35%) of sales = 65% * $8.31 m = $5,401,500

Other products = 75% (100 - 25%) of sales = 75% * $2.38 m =   $1,785,000

Total cost of goods sold = $7,186,500

Year 2:

Mini Mochi Much = 65% (100 - 35%) of sales = 65% * $6.31 m = $4,101,500

Other products = 75% (100 - 25%) of sales = 75% * $2.38 m =   $1,785,000

Total cost of goods sold = $5,886,500

b) The company will incur a loss in the first year, which will be recovered by the second year's profit, because advertising expense are not capitalized or spread over the two years.