Given in the attached presentation is the channel distribution structure of Lakme for selling "Chilly Flavoured Lipstick". As shown in the slide, Lakme sells the Chilly Flavoured Lipstick through 6 different channels - Lakme Exclusive Stores, Urban Wholesale Channel, Urban Cosmetic Retailers, Urban Small Cosmetic Retailers, Rural Cosmetic Retailers, and Rural Stockists. For each of the transactions in the channel few Selling Prices and a few seller's margins are given. For example, the SP of the lipstick from distributor to wholesaler is given as Rs 50 and the distributor margin is given as N+8% where N = 10

Distribution Channel - Members SP=?; Margin = (10+N)% Lakme Distributor SP=?; Margin = ?% SP=?; Margin = ?% SP=50-/-; Margin = (8+N)% SP=?; Margin = ?% SP=?; Margin = ?% Lakme Exclusive SP=?; Margin = ?% Retailer Urban Wholesaler Urban Cosmetic Urban Small Rural Cosmetic Rural Stockiest Retailer Cosmetic Retailer Retailer SP=?; Margin = (11+N)% SP=?; Margin = (18+N)% SP=?; Margin = (14+N)% SP=?; Margin = (10+N)% SP=?; Margin = (12+N)% Urban Small Cosmetic Retailer Rural Small Cosmetic SP=?; Margin = (10+N)% Retailer SP=?; Margin = (10+N)% SP=?; Margin = (8+N)% End Consumer