Not a native speaker, just chiming in:
1- "Drops" here, I think, seems to imply "push forward"
2- I believe the initial cost of this programme is 10 Mils, but considering we're talking about a commercial brand here, there could, very well, be some form of returns to gain throughout those five years, or maybe not.. Maybe they just want to refresh of their stock, or even reduce demand.
3 - "ambiguous number" substitutes for the 10 mils here; it's pretty much the same sentence otherwise. Edit: "ambitious target" not "ambiguous number", I'm so sorry! The correct response is as the gentleman below me said.
