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NEW NORMAL

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It is more economical to give the seventh The courier delivery service pays out when sending
bottle for free with the purchase of six bottles more expensive wines with higher margin or a lar-
than give the sixth one for free. ger number of cartons, if you agree with a transport
company on a better price per shipment, not per
A SPECIFIC TYPE OF THE DISCOUNT IS case.
“FREE DELIVERY”.
If we do not have this discount included in records. Another important step is the choice
the calculation of the sales costs, it can have of a suitable pricing method that respects our
a very unfavorable effect on our own econo- market position, brand awareness and pro-
mic results. duct quality. If we choose discounts as a mar-
If we use the same price calculation as in the keting tool, it is desirable to always take them
previous case, the economic result would be into account when calculating the expected
as follows: This service should be offered care- profit / loss from the sale of the product.
fully and wisely, and as the calculation shows, Previous price calculations are very modest.
only for larger orders, especially for wines with Remember that we are still thinking about how
a higher margin and only if we can negotiate to behave in times of crisis and how to survive
a better price with the carrier for the whole it. During a period of economic prosperity, the
shipment. In the calculation, we used the pri- winemaker‘s margin should be between 50
ces of transport and delivery services normally and 70 percent, the wholesaler‘s margin about
offered before Christmas for approx. CZK 100 20% and the retailer‘s margin 30%. ƅ
/ 4€ per case (6 bottles) of wine and the price
for 4 cases, offered as the lowest price for ship-
ping.
It is obvious that discounts significantly
affect the economic results of every entrepre-
neur, so it is necessary to take into account not
only the marketing but also the economic im-
pact of each such event.
In conclusion, I would like to emphasize
that the correctly set price must be based on
a well-elaborated cost calculation. We obtain
documents for it from accounting and stock
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