Start with the few numbers most account managers already have.

Required fields are enough for a quick result. Optional fields improve the estimate.

Using: GBP · UK

What are you trying to calculate?

Choose the closest deal type. The calculator will only ask for the fields that fit that check.

Promotion and price inputs

Baseline units before promotionRequirediEstimated units sold in the normal comparison period before the promotion.Forecast units during promotionRequirediExpected units sold during the promotion or deal period.Retailer invoice/buy price before promotionRequirediThe price the retailer/customer pays the supplier per unit before the promotion.

Promo inputPromotional retailer invoice/buy priceRequirediEffective invoice/buy price during the promotion after supplier support.

Fixed supplier supportOptionaliFixed investment such as media, feature fee, activation support, listing support or lump-sum customer funding.Retail selling price before promotionOptionali

Price

Basis

VAT %

The normal consumer selling price. Margin estimates use the excluding-tax value.Promotional retail selling priceOptionali

Price

Basis

VAT %

The promotional consumer selling price. Margin estimates use the excluding-tax value.

Advanced assumptions

Estimated cannibalisation %OptionaliSales that may switch from your other products.Estimated post-promo dip %OptionaliSales that may be pulled forward from after the event.Average invoice discount %OptionaliAverage discount or price support applied to invoice sales.Rebate / overrider %OptionaliBack-end terms as a percentage of sales.Marketing contributionOptionaliRetail media, shopper or activation contribution.Expected sales uplift %OptionaliExpected uplift from the ask or plan.Supplier gross margin %OptionaliSupplier margin to apply to expected uplift.Requested investment %OptionaliCustomer ask as a percentage of deal value.Probability of success %OptionaliConfidence the uplift will happen.Contract length in monthsOptionaliPeriod for the investment ask.Other deductions %OptionaliExtra deductions to include in trade spend.Retention valueOptionaliOptional value of defending current business.

Input definitions

Retail selling price: The price paid by the shopper/end customer. Retailer pricing is at the sole discretion of the retailer.
Retailer invoice/buy price: The price the retailer/customer pays the supplier per unit before any shopper retail price is applied.
Supplier COGS: Your internal cost of goods sold per unit. This is not the retailer invoice/buy price.
SOA / supplier support: Supplier-funded per-unit support, such as off-invoice support, allowance or trade funding.
Fixed supplier support: Fixed customer funding such as media, feature fees, activation support or lump-sum investment.
Sales tax / VAT / IVA basis: Whether the entered retail selling price includes sales tax / VAT / IVA. Retailer margin is estimated from an excluding-tax retail selling price.

Retailer view

Add retail selling prices to estimate the retailer/customer view.

Pricing is at the sole discretion of the retailer. Outputs are planning estimates only. Tax treatment and retailer margin may vary by market, buy price, promotional mechanics and accounting treatment.

Commercial interpretation

Use this to compare regular and promotional margin before agreeing support. If promo profit per unit falls sharply, the plan needs enough incremental volume or strategic value to justify the dilution.

Gross Margin Calculator

Start with the few numbers most account managers already have.

What are you trying to calculate?

Promotion and price inputs

Retailer view

Commercial interpretation

Related tools

Example use cases