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2.33
13.39
0.90
0.80
1.70
7.65
21.04
7.36
13.67
TruEarth Healthy Foods: Pizza Introduction Analys
Total Market
58.80
(households)
Scenario 1
Segments
Cucina Fresca customers 5% of target market 2.94
Non-customers 95% of target market 55.86
Awareness
Cucina customers 50% 1.47
Non-customers 12% 6.70
Available Market
(access)
All Commodity Volume
40%
(ACV) =
Cucina customers 0.59
Non-customers 2.68
Purchasers
Definitely Would Buy
80%
(80% actually buy)
Cucina customers 26% 0.12
Non-customers 15% 0.32
Probably Would Buy
30%
(30% actually buy)
Cucina customers 53% 0.09
Non-customers 39% 0.31
Overall Purchasers
0.85
(households)
In case of Excellent
Purchases
Units sold (1st purchase) 1.25
Repeat purchase
Repurchasers (Assuming Excellent Product) 49%
Occasions 2
Sales in $ 20.87
Wholesale sales after 35% retail margin 0.65 13.56
In case of Average
Purchases
Units sold (1st purchase) 1.25
Repeat purchase
Repurchasers (Assuming Average Product) 37%
Occasions 2
Sales 18.34
Wholesale sales after 35% retail margin 0.65 11.92
In case of Mediocre
Purchases
Units sold (1st purchase) 1.25
Repeat purchase
Repurchasers (Assuming Mediocre Product) 21%
Occasions 2
Sales 14.96
Wholesale sales after 35% retail margin 0.65 9.73
Foods: Pizza Introduction Analysis
Scenario 2 Scenario 3
40% 40%
1.29 1.76
2.51 2.40
80% 80%
26% 0.27 26% 0.37
15% 0.30 15% 0.29
30% 30%
53% 0.21 53% 0.28
39% 0.29 39% 0.28
1.07 1.22
1.25 1.25
49% 49%
2 2
1.05 1.19
2.12 2.41
12.38 12.38
26.23 29.81
0.65 17.05 0.65 19.37
1.25 1.25
37% 37%
2 2
0.79 0.90
1.86 2.12
12.38 12.38
23.05 26.19
0.65 14.98 0.65 17.03
1.25 1.25
21% 21%
2 2
0.45 0.51
1.52 1.73
12.38 12.38
18.81 21.38
0.65 12.23 0.65 13.89