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The case study ends with several questions for discussion that I will adapt here. The cost and market

characteristics of Kelly's nail brightening cream can be summarized as follows:

·       Product material (identical for all gender identities): $.84 per unit

·       Gender-neutral packaging material: $.16 per unit (made in-house, no shipping cost)

·       Female-centric packaging material: $.21 per unit

·       Male-centric packaging material: $.24 per unit

·       Shipping cost for female-centric packaging: $.13 per unit

·       Shipping cost for male-centric packaging: $.11 per unit

·       Market size 10 men and 10 women

·       Each person will buy at most one package of nail cream



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