Contribution margin-based pricing

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Contribution margin-based pricing is a pricing strategy which works without any mention of gross margin percentages. (German:Deckungsbeitrag) It maximizes the profit derived from a company's assortment, based on the difference between a product's price and variable costs (the product's contribution margin per unit), and on one's assumptions regarding the relationship between the product's price and the number of units that can be sold at that price. The product's contribution to total operating income is maximized when a price is chosen that maximizes the 'contribution margin per unit X number of units sold'.

Contents

Theoretical basis

Contribution margin per unit is the difference between the price of a product and the sum of the variable costs of one unit of that product. Variable costs are all costs that will increase with greater unit sales of a product or decrease with fewer unit sales (as opposed to fixed costs, which are costs that will not change with sales level over an assumed possible range of sales levels). Examples of variable costs are raw materials, direct labor (if such costs vary with sales levels), and sales commissions. The contribution margin per unit of each product multiplied by units sold equals the contribution to profit from sales of that product, and the total of Contributions to Profit from all a firm's products minus the firm's fixed costs equals the firm's operating income.

Therefore, using the simplified example of a single-product firm, a firm would maximize profit by determining the price that maximizes contribution to profit (i.e., contribution margin per unit multiplied by the number of units sold), since the fixed costs that will next be subtracted will, by definition, be a constant regardless of the number of units sold. Due to the relative differences in order size and the efforts that a retailer or distributor have to make, different industries have different typical distribution margins. [1]

Assuming an inverse relationship between price and sales volume, as is the case for most products since a lower price will generally induce higher unit sales, the firm would assume likely unit sales levels at various price levels, calculate the contribution margin per unit for the product at each of those price levels, multiply the number of units by the corresponding Contribution Margin Per Unit at that price level and choose the highest Contribution to Profit to maximize profit.

Relative contribution margin and Opportunity Cost

The relative contribution margin refers to the use of a production factor that is required for the generation of the contribution margin:

Relative Contribution = Product's Contribution to Profit/Production factor

If there is a bottleneck for a production factor within a company, and this factor may be used to produce multiple products, the relative contribution margin can be used to calculate which product exploits the factor most efficiently and should therefore be produced. An example is the time used on a certain production machine. The relative contribution margin (also referred to as a bottleneck specific contribution margin), shows you the Opportunity Cost in the event that you decide not to produce the product.

Use in retail: Rekenen in Centen, in Plaats van Procenten

Selling Price − Buying Price Per Unit = Contribution Margin Per Unit (cm)
Contribution Margin Per Unit x Units Sold = Stock Keeping Unit's Contribution to Profit (CM)
Contributions to Profit From All SKU's − Firm's Operating Expenses = Total Firm Profit

The relative contribution margin, such as contribution per square meter (GMROS) indicates the Opportunity Costs in the event that one decides against the sale of a certain product on that selling area.

Using this system, the gross margin percentage is considered irrelevant for merchandising decisions. [2] In 1906, C&A, the clothing retailer owned by the Brenninkmeijer family, stopped trying to increase gross margin percentages. They fixed the margin at 25% for decades and increased relative contribution per piece in stock per time period. Later, when selling different commodities they shifted to relative contribution per square meter. They called this Dutch : Rekenen in Centen, in Plaats van Procenten, lit. 'calculating cash, not percentages'. [3] Aldi used relative contribution margin based pricing per stock keeping unit from the very beginning in the 1950s. [4]

Limitations

This approach determines the price that maximizes profit only for an individual product, and only over a given time horizon. There are factors other than profit maximization for an individual product that a firm must consider in setting the price for each product, particularly if they have multiple products. These include:

Related Research Articles

In economics, specifically general equilibrium theory, a perfect market, also known as an atomistic market, is defined by several idealizing conditions, collectively called perfect competition, or atomistic competition. In theoretical models where conditions of perfect competition hold, it has been demonstrated that a market will reach an equilibrium in which the quantity supplied for every product or service, including labor, equals the quantity demanded at the current price. This equilibrium would be a Pareto optimum.

<span class="mw-page-title-main">Cost accounting</span> Procedures to optimize practices in cost efficient ways

Cost accounting is defined as "a systematic set of procedures for recording and reporting measurements of the cost of manufacturing goods and performing services in the aggregate and in detail. It includes methods for recognizing, classifying, allocating, aggregating and reporting such costs and comparing them with standard costs." (IMA) Often considered a subset of managerial accounting, its end goal is to advise the management on how to optimize business practices and processes based on cost efficiency and capability. Cost accounting provides the detailed cost information that management needs to control current operations and plan for the future.

<span class="mw-page-title-main">Profit maximization</span> Process to determine the highest profits for a firm

In economics, profit maximization is the short run or long run process by which a firm may determine the price, input and output levels that will lead to the highest possible total profit. In neoclassical economics, which is currently the mainstream approach to microeconomics, the firm is assumed to be a "rational agent" which wants to maximize its total profit, which is the difference between its total revenue and its total cost.

Cost-plus pricing is a pricing strategy by which the selling price of a product is determined by adding a specific fixed percentage to the product's unit cost. Essentially, the markup percentage is a method of generating a particular desired rate of return. An alternative pricing method is value-based pricing.

<span class="mw-page-title-main">Break-even (economics)</span> Equality of costs and revenues

The break-even point (BEP) in economics, business—and specifically cost accounting—is the point at which total cost and total revenue are equal, i.e. "even". There is no net loss or gain, and one has "broken even", though opportunity costs have been paid and capital has received the risk-adjusted, expected return. In short, all costs that must be paid are paid, and there is neither profit or loss.

In marketing, customer lifetime value, lifetime customer value (LCV), or life-time value (LTV) is a prognostication of the net profit contributed to the whole future relationship with a customer. The prediction model can have varying levels of sophistication and accuracy, ranging from a crude heuristic to the use of complex predictive analytics techniques.

<span class="mw-page-title-main">Throughput accounting</span> Principle of management accounting

Throughput accounting (TA) is a principle-based and simplified management accounting approach that provides managers with decision support information for enterprise profitability improvement. TA is relatively new in management accounting. It is an approach that identifies factors that limit an organization from reaching its goal, and then focuses on simple measures that drive behavior in key areas towards reaching organizational goals. TA was proposed by Eliyahu M. Goldratt as an alternative to traditional cost accounting. As such, Throughput Accounting is neither cost accounting nor costing because it is cash focused and does not allocate all costs to products and services sold or provided by an enterprise. Considering the laws of variation, only costs that vary totally with units of output e.g. raw materials, are allocated to products and services which are deducted from sales to determine Throughput. Throughput Accounting is a management accounting technique used as the performance measure in the Theory of Constraints (TOC). It is the business intelligence used for maximizing profits, however, unlike cost accounting that primarily focuses on 'cutting costs' and reducing expenses to make a profit, Throughput Accounting primarily focuses on generating more throughput. Conceptually, Throughput Accounting seeks to increase the speed or rate at which throughput is generated by products and services with respect to an organization's constraint, whether the constraint is internal or external to the organization. Throughput Accounting is the only management accounting methodology that considers constraints as factors limiting the performance of organizations.

<span class="mw-page-title-main">Net income</span> Measure of the profitability of a business venture

In business and accounting, net income is an entity's income minus cost of goods sold, expenses, depreciation and amortization, interest, and taxes for an accounting period.

Profit margin is a measure of profitability. It is calculated by finding the profit as a percentage of the revenue.

In business, operating margin—also known as operating income margin, operating profit margin, EBIT margin and return on sales (ROS)—is the ratio of operating income to net sales, usually expressed in percent.

Operating leverage is a measure of how revenue growth translates into growth in operating income. It is a measure of leverage, and of how risky, or volatile, a company's operating income is.

The marginal revenue productivity theory of wages is a model of wage levels in which they set to match to the marginal revenue product of labor, , which is the increment to revenues caused by the increment to output produced by the last laborer employed. In a model, this is justified by an assumption that the firm is profit-maximizing and thus would employ labor only up to the point that marginal labor costs equal the marginal revenue generated for the firm. This is a model of the neoclassical economics type.

The return on equity (ROE) is a measure of the profitability of a business in relation to the equity. Because shareholder's equity can be calculated by taking all assets and subtracting all liabilities, ROE can also be thought of as a return on assets minus liabilities. ROE measures how many dollars of profit are generated for each dollar of shareholder's equity. ROE is a metric of how well the company utilizes its equity to generate profits.

Gross margin

Gross margin is the difference between revenue and cost of goods sold (COGS), divided by revenue. Gross margin is expressed as a percentage. Generally, it is calculated as the selling price of an item, less the cost of goods sold, then divided by the same selling price. "Gross margin" is often used interchangeably with "gross profit", however the terms are different: "gross profit" is technically an absolute monetary amount and "gross margin" is technically a percentage or ratio.

<span class="mw-page-title-main">Contribution margin</span>

Contribution margin (CM), or dollar contribution per unit, is the selling price per unit minus the variable cost per unit. "Contribution" represents the portion of sales revenue that is not consumed by variable costs and so contributes to the coverage of fixed costs. This concept is one of the key building blocks of break-even analysis.

<span class="mw-page-title-main">Pricing strategies</span> Approach to selling a product or service

A business can use a variety of pricing strategies when selling a product or service. To determine the most effective pricing strategy for a company, senior executives need to first identify the company's pricing position, pricing segment, pricing capability and their competitive pricing reaction strategy. Pricing strategies and tactics vary from company to company, and also differ across countries, cultures, industries and over time, with the maturing of industries and markets and changes in wider economic conditions.

Gross Margin Return on Inventory Investment (GMROII) is a ratio in microeconomics that describes a seller's return on every unit of currency spent on inventory. It is one way to determine how profitable the seller's inventory is, and describes the relationship between the profit earned from total sales, and the amount invested in the inventory sold. Generally for a seller, the higher the GMROII the better. Since the inventory is a very widely ranging factor in a seller's investment in working capital, it is important for the seller to know how much he might expect to gain from it. The GMROII answers the question "for each unit of average inventory held at cost, how many units of currency of gross profit I generated in one year?" GMROII is traditionally calculated by using one year's gross profit against the average of 12 or 13 units of inventory at cost. GMROII may vary depending on which segment we are analyzing, but a rule of thumb is that a GMROII of typical retailer is above 3.0.

<span class="mw-page-title-main">Cost–volume–profit analysis</span> Cost accounting model

Cost–volume–profit (CVP), in managerial economics, is a form of cost accounting. It is a simplified model, useful for elementary instruction and for short-run decisions.

In economics, factor payments are the income people receive for supplying the factors of production: land, labor, capital or entrepreneurship.

The profit model is the linear, deterministic algebraic model used implicitly by most cost accountants. Starting with, profit equals sales minus costs, it provides a structure for modeling cost elements such as materials, losses, multi-products, learning, depreciation etc. It provides a mutable conceptual base for spreadsheet modelers. This enables them to run deterministic simulations or 'what if' modelling to see the impact of price, cost or quantity changes on profitability.

References

  1. Alliance experts - How to calculate a reasonable distributor margin and reseller margin?, http://www.allianceexperts.com/en/knowledge/what-is-a-reasonable-margin-for-your-distributor/
  2. Leading By Design: The Ikea Story, Author Bertil Torekull Publisher HarperCollins, 1999 ISBN   0066620384, 9780066620381
  3. "Profit per X".
  4. Brandes, Dieter (5 March 2018). "Konsequent einfach". Heyne via Amazon.