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Dermavescent Labs Case
The information below is transcribed from WS#1 of the above case:
Unit contribution margin = 78.9%
Brand contribution margin = 36.6%
a) Briefly discuss each of the above 2 CM’s. Include your assessment of the information each CM provides, and to whom in the company. Suggest a specific decision for which each metric, respectively, provides important input.
Carefully distinguish between “initial purchase” and “repeat purchase” in evaluating the results of a Test Market. Use the Dermavescent case to illustrate your answer.
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