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  • Analysis For TruEarth

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    UtkristSrivastava
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    The document compares non-customers and customers of a pizza product across various metrics like purchase likelihood, actual purchase rates, target households, product awareness, distribution, and resulting retail sales volume. It finds that customers have higher definite and probable purchase rates, a 37% trial rate compared to 24% for non-customers, and resulting higher retail sales volume of $17.5M for the pizza company TruEarth.

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    Case study analysis for TruEarth Case

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    Analysis for TruEarth

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    The document compares non-customers and customers of a pizza product across various metrics like purchase likelihood, actual purchase rates, target households, product awareness, distribution, and resulting retail sales volume. It finds that customers have higher definite and probable purchase rates, a 37% trial rate compared to 24% for non-customers, and resulting higher retail sales volume of $17.5M for the pizza company TruEarth.

    Copyright:

    © All Rights Reserved
    Download as XLS, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    169 views1 page

    Analysis For TruEarth

    Uploaded by

    UtkristSrivastava
    The document compares non-customers and customers of a pizza product across various metrics like purchase likelihood, actual purchase rates, target households, product awareness, distribution, and resulting retail sales volume. It finds that customers have higher definite and probable purchase rates, a 37% trial rate compared to 24% for non-customers, and resulting higher retail sales volume of $17.5M for the pizza company TruEarth.

    Copyright:

    © All Rights Reserved
    Download as XLS, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 1

    With Market Penetration of 11%

    Non-Customers Customers Source


    Definitely would buy 15% 26% Exhibit 7
    % of "Definites" who actually buy 80% 80% Exhibit 5
    "Definite" Purchases 12% 20.8%

    Probably would buy 39% 53% Exhibit 7


    % of "Probables" who actually buy 30% 30% Exhibit 5
    "Probable" Purchases 11.7% 15.9%

    Trial Rate ("Definite" + "Probable") 24% 37%

    Target households (MM) 58.8 58.8 Table B


    Penetration, % of target households 11% 89% Table B
    Awareness of pizza product 50% 12% Table B
    ACV distribution 40% 40% Table B

    Adjusted Trial Households 0.6 0.5


    Total trial households (Non-Customers + Customers) 1.10

    % of households repurchasing (Excellent) 49% Table B


    Repeat purchase occasions 2 Table B

    Total purchases (Trial + Repeat) 2.2

    Retail selling price $12.38 Table B


    Retail sales volume $27.0M
    Retailer gross margin 35% Case text
    TruEarth sales volume $17.5M

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