managing the profit returned on marketing investment with hurdle rates ted mitchell
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Managing the Profit Returned on Marketing Investment with Hurdle Rates
Ted Mitchell
Profit From More Investment?
Profit, Z
Amount of Investment, I
Bank profit
Z = (interest rate, i) x investment, I
Marketing profitZ = (average rate, r) x (investment, I)
Z = (a – bI) x IZ = aI – bI2
I
Average Rate of profit being returned On Marketing Investment, ROMI
Profit, Z
Amount of Investment, I
Bank profit
Z = (interest rate, i) x investment, I
Marketing profitZ = (average rate, r) x (investment, I)
Z = (a – bI) x IZ = aI – bI2
Managerial Guide to Adjustments in Marketing Investment
Direct Quadratic
Profit Profit
Input, I I I
Average Rate at which profit is being returned On Investment, ROMI, at a particular point of performance, (I, Z). r = Z/I
r = bwhere b has a constant value
r = ƒ(I)r = a –bI
Output, Z = ƒ(I)Output, Z = r x I
Z = bI Z = (a –bI) x IZ = aI –bI2
Marginal rate at which profit is being returned on investment, dZ/dI
dZ/dI = b dZ/dI = a –2bI
Elasticity of average rate of profit returned on investment, ROMI
%∆r/%∆I = –bI/(a-bI)Average Rate of Return: Total Profit/Total Investment, Z/IMarginal Conversion Rate: Speed at the point (I, O)When I increase my input by 1 unit by how many units will I increase my output?
Calculating Profit From InvestmentZ = (average rate, r) x (investment, I)
Average rate of return, r
Amount of Investment, I
Average rate of return on bank savings
r = constant value, i
Profit, Z = r x I
I
Average rate of return on marketing investmentr = a – (b)I
Profit, Z = r x IZ = (a–bI) x I
I
Z = (a-bI) x I
Introduction to Marginal Rate of profit being returned On a Marketing Investment
• The marginal rate is the rate at which profit is being returned for each additional dollar of investment
• The average rate is the amount of profit that is being returned for the average dollar in the total investment, Z/I
Average and Marginal Rates of profit being returned On Marketing Investment, ROMI
Profit, Z
Amount of Investment, I
Average Rate at which profit is being returned on investment, Z/I = a-bI
Marginal Rate at which profit is being returned on investment, dZ/dI= a-2bI
Maximizing Profit From a Marketing Investment
Profit, Z
Amount of Investment, I
To find the level of investment, I*, you need to maximize marketing profit you need to calculate the marginal rate at
which profit is being returned per dollar invested, dZ/dI, at any point and solve
for amount of investment that makes the dZ/dI = 0
I* = a/2b
The marginal rate at any
point dZ/dI = a–2bI
Managerial Guide to Adjustments in Marketing Investment
Direct Quadratic
Profit Profit
Input, I I I
Average rate at which profit is being returned on investment, ROMI, r = Z/I
r = b r = a –bI
Output, Z = ƒ(I)Output, Z = r x I
Z = bI Z = (a –bI) x IZ = aI –bI2
Marginal rate at which profit is being returned on investment, dZ/dI
dZ/dI = b dZ/dI = a –2bI
Elasticity of average rate of profit returned on investment, ROMI
%∆r/%∆I = –bI/(a-bI)
Average Rate of Return: Total Profit/Total Investment, Z/IMarginal Conversion Rate: Speed at the point (I, O)When I increase my input by 1 unit by how many units will I increase my output?
Marginal Rate of profit From a Bank deposit
Profit, Z
Amount of Investment, I
The Direct Relationship Bank profit, Z, and the level of investment, I, Z = (interest rate, i) x investment, I
Means that the marginal rate, dZ/dI, at which profit is being returned on each dollar invested is equal to the average rate
which has the constant value of the interest rate, IdZ/dI = i
There is no optimal level of investment
The Marginal Rate of return on Marketing Investment
• Is the amount of profit that is generated by one additional dollar of marketing investment
Maximizing Profit From a Marketing Investment
Profit, Z
Amount of Investment, I
To find the level of investment, I*, you need to maximize marketing profit you need to calculate the marginal rate at
which profit is being returned per dollar invested, dZ/dI, at any point and solve
for amount of investment that makes the dZ/dI = 0
I* = a/2b
The marginal rate at any
point dZ/dI = a–2bI
Marginal Rates of profits being returned On Marketing Investment, MROMI
Profit, Z
Amount of Investment, I
Marginal rates are negative
I* = a/2b
The marginal rate at any
point dZ/dI = a–2bI
Marginal rates are positive
Exploring the Marginal Rates of Profit being returned on Investment
rates of return
Amount of Investment, I
Marginal rate of return on bank savings
dZ/dI = constant value, i
Average rate of return on marketing investmentr = a – (b)I
I* = a/2b
Marginal rate of Return on marketing investment
dZ/dI = a-2bI
Negative Marginal Rate
Positive Marginal
Rate
Profit From More Investment?
Profit, Z
Amount of Investment, I
Bank profit
dZb/dI = interst rate, i
To Maximize profit from investments in marketing and/or in the bank the
marginal returns are set equal to each other
Marginal rate of Return on
marketing investment
dZa/dI = a- 2bI
dZa/dI = dZb/dI
To maximize total profit invest first in marketing effort and then into the bank
rates of return
Amount of Investment, I
Marginal rate of return on bank savings
dZ/dI = constant value, i
I*= a/2b
Marginal rate of Return on marketing investment
dZ/dI
The key to Managing
• The Profits derived from Investing in Marketing Effort is the marginal rates at which profit is being returned on marketing investment
You own a well managed coffee shop
• The shop is providing customers with the coffee they enjoy, at the times they enjoy drinking it, and at the price that maximizes the revenue for the business. You are aware that an increase in customer service will increase the profit the shop is earning each year. The quadratic equation that explains and predicts the amount of profit, Za, from dollars invested in service, I, as Za = (1.1)I – (0.00025)I2
• You have a choice between investing your money into • 1) the customer value found in your offering by increasing the
number of servers in the shop and/or• 2) a saving’s account at your local bank• The bank’s interest rate is 5% a year and there is a direct relationship
between the bank profit, Zb, and the amount of the investment, I, Zb = (0.05)I
• At what level of investment will you be indifferent between the two investment opportunities?
To maximize total profit invest first in marketing effort and then into the bank
rates of return
Amount of Investment, I
Marginal rate of return on bank savings
dZb/dI = constant value, i
I*= 1.1/2(.00025)I* = $2,200
dZa/dI = a-2bI
Level of indifference
Answer
• Set the marginal rate at which profit is being returned from marketing investment, dZa/dI, equal to the marginal rate at which profit is being returned from the bank investment, dZb/dI,
• dZa/dI = dZb/dI• a – 2bI = i• 1.1 – 2(.00025)I = (0.05)• (1.1– 0.05)/0.0005 = I• I = $2,100 is the level of investment at which the two
choices are providing an equal contribution to profit