Model Formulation
Model Formulation
Step 3: Constraints
Availability of Machine A: 20x1 + 10x2 + 10x3 ≤ 2400
Availability of Machine B: 12x1 + 28x2 + 16x3 ≤ 2400
Availability of Machine C: 15x1 + 6x2 + 16x3 ≤ 2400
Availability of Machine D: 10x1 + 15x2 ≤ 2400
Sales Constraint
x1 ≤ 100
x2 ≤ 40
x3 ≤ 60
Step 4: Non Equality Constraint:
X1, X2, X3 ≥ 0
Order Constraint: x1 ≥ 20
x2 + x3 ≥ 15
Solution:
Creating a table with all the information
The company does not want to spend more than Rs. 8,00,000 on
advertising. It is further required that
(i) At least 2 million exposures take place amongst women,
(ii) The cost of advertising on television be limited to Rs. 5,00,000,
(iii) At least 3 advertising units be bought on prime day and two units
during prime time
(iv) The number of advertising units on the radio and the magazine
should each be between 5 and 10.
Formulate this problem as an LP model to maximize potential customer
reach.
Solution:
Step 1: Identify the decision variable:
Let x1 be the number of advertising units bought in Television Prime
Day.
Let x2 be the number of advertising units bought in Television Prime
Time.
Let x3 be the number of advertising units bought in Radio.
Let x4 be the number of advertising units bought in Magazine.
Step 2: Objective Function:
Since it is mentioned to maximize potential customer reach, this is a
maximization problem.
Step 3: Constraints
Advertising Budget:
40,000x1 + 75,000x2 + 30,000x3 + 15,000x4 ≤ 8,00,000
Women Customer exposure:
3,00,000x1 + 4,00,000x2 + 2,00,000x3 + 1,00,000x4 ≥ 20,00,000
Cost of advertising on television
40,000x1 + 75,000x2 ≤ 5,00,000
x1 ≥ 3
x2 ≥ 2
Advertising units on the radio and the magazine
5 ≤ X3 ≤ 10
5 ≤ X4 ≤ 10