Problem:
Canastar Group sells three lines of prepared foods into a marketplace where total demand is 240 million cases. Canastar's market share is 2½ percent; the average selling price per case is $30 and their variable costs per case are $23. Canastar spends $15 million on marketing and sales expenses. Other operational expenses add up to $6 million. The lemonade mix and the corndogs are both positive in terms of net profit before taxes, with lemonade contributing the greater share. Canastar's cheese line produces a net negative profit. Last year, the Group's internally-produced accounting information system was voted best in the food industry for its ability to track inventory and accurately predict cost variations.
If Canastar Group lowered its prices by 10% and spent an additional $5 million on marketing, causing a boost in market share to 4%, what would the resulting net marketing contribution be?