Yeni Rakı is known to be produced since 1937. This brand has been top selling* in the Turkish Rakı Market and is the 25th among top 100 Distilled Spirits Brand Worldwide. A symbol of Turkish popular culture and a complementary part of Turkish Cuisine, Yeni Rakı has come to be accepted as the yardstick against all other rakı brands. Rakı has 500 years of heritage and throughout that timeline the consumption rituals, habits and occasions transformed with those rakı consumers over time. Yeni Rakı added several new products to its portfolio in the past few years (Yeni Seri, Ala, Ustaların Karışımı etc.). As one of the innovative brands in the market, Yeni Rakı is considering to introduce a new premium brand and aiming to attract more consumers, especially the young adults between 18-29 years old.
Data and Assumptions
• Yeni Rakı Premium is expected to reach 10% of Yeni Rakı volume liter sold.
• Yeni Rakı Premium has 30% higher raw & pack material cost per liter compared to Yeni Rakı.
• There is enough production capacity in the existing manufacturing site, therefore no need for new capital investment.
• There will be extra labor force needed to produce new Premium brand in the existing production capacity. No new engineers or managers will be hired.
• Recommended retailer mark-up is 25% for Yeni Rakı brand (as % of net sales)
• Below is the profit loss statement of existing Yeni Rakı brand.
Yeni Rakı Profit Loss Statement
* Volume Sold (Liter) 1 000 000
Yeni Rakı Net Sales (excluding VAT and Excise taxes) 100 000 000 TRY
Raw & Pack material cost 25 000 000 TRY
Labor cost 15 000 000 TRY
Depreciation cost 10 000 000 TRY
Engineering Cost 10 000 000 TRY
Cost of Goods Sold 60 000 000 TRY
Marketing Expense 5 000 000 TRY
Selling and Administrative Expenses 10 000 000 TRY
EBIT 25 000 000 TRY
Case Study Questions
Please share your ideas and prepare the requested information listed below:
1. How would you recommend to define financial goals about Yeni Rakı Premium launch plan? What are your strategies to achieve these goals?
2. What is your recommended market price assumption of Yeni Rakı Premium?
3. Please analyze Profit Loss Statement of Premium Yeni Rakı based on your assumptions. ✓ Please provide EBIT % margin perspective end explain key drivers compared to Yeni Rakı. ✓ Please prepare consolidated Profit loss statement (Yeni Rakı + Yeni Rakı Premium) and explain key insights.
