Mineral Water Comparision Essay

857 words - 3 pages

Pricing * The cost can be broken up into following components: - Raw material cost (Water processing) - Labour charges - Packaging (Bottle, Label, cap & Carton) - Manufacturers margin - Excise duty - Sales tax - C & F agent/stockists commission - Retailer margin * There is considerable scope for varying these costs depending on technology, scale of operation of unit Pricing (Contd.) * Raw material and labour costs As discussed earlier there is considerable scope for cost reduction (a) by using minimum required processes/equipment (b) by employing casual labour Bisleri & Bailley : - Raw material Re 0.15 to 0.20 per litre of output - Labour Re 0.25 to 0.35 per litre Total Re 0.40 to 0.55 per litre ICE, Delhi spends Re 1.00 per litre of output Pricing (Contd.) - Packaging cost The package cost can vary depending on the choice of material (PET Vs. PVC), quality of cap, labels, shrink-wrap and Cartons A typical cost structure depending on PVC/PET usage and grammage of bottle is given below: Price (Rs.) Low Medium High - Bottle 2.20 3.00 3.40 - Cap/shrink-wrap/label 0.35 0.50 0.50 - Carton (Rs 5-7.5 per pack of 12) 0.45 0.50 0.60 Total 3.00 4.00 4.50 Pricing (Contd.) - Total product cost + Manufacturers margin Low Medium High Process cost Re 0.40 Re 0.55 Re 1.00 Package cost Rs 3.00 Rs 4.00 Rs 4.50 ---------- ----------- ----------- Total cost Rs 3.40 Rs 4.55 Rs 5.50 Manufacturers margin Re 0.50 Rs 1.00 Rs 1.50 ---------- ----------- ----------- Ex factory cost Rs 3.90 Rs 5.55 Rs 7.00 Pricing (Contd.) * Tax structure Excise duty is charged in the following slabs: Rs 75 lakh + = 15% Rs 50-75 lakh = 10% < Rs 50 lakh = 5% Sales tax ranges from 7.7% and goes upto 10% for movement across states The small/medium players evade some of these taxes by under-invoicing A large investor can take advantage of backward area development and claim benefit (Mt. Everest Mineral Water enjoys a 5 year tax holiday) Pricing (Contd.) - Cost of taxation The Excise (assuming an average of 15%) and sales tax rate can be added to the final cost Low Medium High Ex factory cost Rs 3.90 Rs 5.55 Rs 7.00 Excise duty Re 0.60 Re 0.85 Re 1.05 Sales tax ~ Re 0.90 Re 0.90 Re 0.90 ---------- ----------- ----------- Product price Rs 5.40 Rs 7.30 Rs 8.95 Pricing (Contd.) * Cost of freight and Distribution This will vary as per the...

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