Submitted by: Submitted by shaggz
Views: 1012
Words: 362
Pages: 2
Category: Business and Industry
Date Submitted: 05/08/2012 10:30 AM
4068 TruEarth Healthy Foods: Market Research for a New Product Introduction Instructor Spreadsheet
**Note, this document contains exhibits from the Teaching Note and is not intended for distribution to students
Copyright © 2009 Harvard Business School Publishing
1
Pizza Volume
Table 1 Non-Customers Definitely would buy % of "Definites" who actually buy "Definite" Purchases Probably would buy % of "Probables" who actually buy "Probable" Purchases Trial Rate ("Definite" + "Probable") Target households (MM) Penetration, % of target households Awareness of pizza product ACV distribution Adjusted Trial Households Total trial households (Non-Customers + Customers) % of households repurchasing (Excellent) Repeat purchase occasions Total purchases (Trial + Repeat) Retail selling price Retail sales volume Retailer gross margin TruEarth sales volume 15% 80% 12% 39% 30% 12% 24% 58.8 89% 12% 40% 0.6 1.1 49% 2 2.1 $12.38 $26.2M 35% $17.0M Table B Case text Customers 26% 80% 21% 53% 30% 16% 37% 58.8 11% 50% 40% 0.5 Table B Table B Table B Table B Table B Table B Source Exhibit 7 Exhibit 5 Exhibit 7 Exhibit 5
Table 2 Product Quality & Repurchasers % Average
Excellent
Mediocre Product Product Product 21% 37% 49% $9.7M $11.9M $13.5M $11.8M $14.5M $16.5M $13.9M $17.0M $19.4M
Penetration 5% penetration 10% penetration 15% penetration
1
Student Template (optional)
Non-Customers Definitely would buy % of "Definites" who actually buy "Definite" Purchases Probably would buy % of "Probables" who actually buy "Probable" Purchases Trial Rate ("Definite" + "Probable") Target households (MM) Penetration, % of target households Awareness of pizza product ACV distribution Adjusted Trial Households Total trial households (Non-Customers + Customers) % of households repurchasing (Excellent) Repeat purchase occasions Total purchases (Trial + Repeat) Retail selling price Retail sales volume Retailer gross margin TruEarth sales volume 15% 80% 12% 39% 30% 12% 24% 58.8...