What is a detergent brand worth in Spain?
New to this industry?Start with its one-minute summary: Retail
The prompt
A fictional detergent maker in Spain sells 2 million packs a year under its own brand at EUR 10 on the shelf. The supermarket keeps 30 percent, making a pack costs EUR 3.50, and brand advertising costs EUR 2 million a year. The alternative is to drop the brand and make the same detergent as a supermarket's private label: same volume, shelf price EUR 7, the supermarket keeps 40 percent, and no advertising. How much is the brand worth each year, and what is its price premium? (Figures are illustrative.)
Practice with a partner
1. Send the interviewer link to a friend. They read the case aloud and hold the answers.
2. You open the candidate view: you see only the prompt, a timer and a notes box.
3. Speak the case out loud. Your partner shares data when you ask, then scores you with the rubric.
Interviewer view
For the person running the case
Candidate view
For the person answering the case
Clarifying questions, with the interviewer's answers
My notes on this case
0 of 5,000 characters. Saves automatically.