TruEarth Healthy Foods Calculations.xlsx

TruEarth Healthy Foods: Pizza Introduction Analysis

Source

Total Market

 

(households)

58800000 Target Market Scenario 1

Table B Scenario 2

Scenario 3

Segments

Cucina Fresca customers Non-customers

5% of target market 95% of target market

   

2940000 11% 2940000  11%  of target market 55860000 89% 55860000  89%  of target market

   

6468000 15% 6468000  15%  of target market 52332000 85% 52332000  85%  of target market

 

8820000 8820000 Pg 7 49980000

Awareness

Cucina customers Non-customers

50% 12%

1470000 6703200

50% 12%

3234000 6279840

50% 12%

4410000 Table B 5997600

40%

4163040 Table B 1764000 2399040

Pg 4 366912 Exhibit 7 287884.8 Pg 4 280476 Exhibit 7 280687.68

Available Market (access)

All Commodity Volume (ACV) = Cucina customers Non-customers

40%

40% 588000 2681280

1293600 2511936

Purchasers Definitely Would Buy (80% actually buy)

 

Cucina customers Non-customers

80 80% 26% 15% 30 30% 53% 39%

122304 321753.6

80% 26% 15%

269068.8 30 301432.32

80% 26% 15%

93492 313709.76

30% 53% 39%

205682.4 293896.512

30% 53% 39%

Probably Would Buy (30% actually buy)

Cucina customers Non-customers

 

Overall Purchasers (households) Trial Rate %

851259.36 26.0381295

1070080.032 28.11903585

1215960.48 29.20847458

Table B

Purchases

Units sold (1st purchase) Repeat purchase Repurchasers Occasions Spending per purchase ($) Sales Wholesale sales with retail margin @ 35%

1.25

1.25

1.25

49% 2

49% 2

49% 2

12.38

12.38

12.38

$260,83,012.42

$327,87,787.22

0.65 $169,53,958.07

0.65 $213,12,061.69

$372,57,637.09 0.65 $242,17,464.11 Pg 7, Para 2