A dairy brand in Saudi Arabia wants 20 percent more revenue

The prompt

A fictional dairy brand in Saudi Arabia sells a yoghurt drink to 2 million households, each buying 20 times a year at SAR 5 net to the brand: SAR 200 million of revenue at a 30 percent contribution margin. It wants 20 percent more revenue within two years. Three ideas are on the table. A: get into 3,000 more convenience stores, winning 250,000 new buying households at 12 purchases a year, with SAR 1.5 million of listing fees. B: a loyalty and multipack offer that lifts existing households from 20 to 22 purchases a year, costing SAR 2.5 million. C: a protein drink for gym-goers, bought by 300,000 households 15 times a year at SAR 8, with a 35 percent margin, SAR 6 million of launch cost, and 25 percent of its revenue taken from the existing drink. Which ideas should it back? (Figures are illustrative.)

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