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Question 1

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Question 2

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Question 3

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Non-
Customers Source
Customers
Definitely would buy 90% 80% Exhibit 7
% of "Definites" who actually buy 50% 50% Exhibit 5
"Definite" Purchases 45% 40%

Probably would buy 90% 80% Exhibit 7

% of "Probables" who actually buy 50% 50% Exhibit 5
"Probable" Purchases 45% 40%

Trial Rate ("Definite" + "Probable") 90% 80%

Target households (MM) 100.0 100.0 Table B

Penetration, % of target households 40% 60% Table B
Awareness of pizza product 80% 80% Table B
ACV distribution 80% 80% Table B

Adjusted Trial Households 23.0 30.7

Total trial households (Non-Customers +
53.8
Customers)

% of households repurchasing 60% Exhibit 5

Repeat purchase occasions Table B
10
 Total purchases (Trial + Repeat)
376.3

Retail selling price $12.38 Table B

Retail sales volume $4657.0M
Retailer gross margin 35% Case text
TruEarth sales volume $3027.0M

Sample answer text

Non-
Customers Source
Customers
Definitely would buy 90% 80% Exhibit 7
% of "Definites" who actually buy 50% 50% Exhibit 5
"Definite" Purchases 45% 40%

Probably would buy 90% 80% Exhibit 7

% of "Probables" who actually buy 50% 50% Exhibit 5
"Probable" Purchases 45% 40%

Trial Rate ("Definite" + "Probable") 90% 80%

Target households (MM) 100.0 100.0 Table B

Penetration, % of target households 40% 60% Table B
Awareness of pizza product 80% 80% Table B
ACV distribution 80% 80% Table B

Adjusted Trial Households 23.0 30.7

Total trial households (Non-Customers +
53.8
Customers)

% of households repurchasing 60% Exhibit 5

Repeat purchase occasions Table B
10

Total purchases (Trial + Repeat)

376.3

Retail selling price $12.38 Table B

Retail sales volume $4657.0M
Retailer gross margin 35% Case text
TruEarth sales volume $3027.0M

Question 4

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Question 5
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Question 6

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