Total Market

(households)

TruEarth Healthy Foods: Pizza Introduction Analysis

Segments
Cucina Fresca customers
Non-customers
Awareness
Cucina customers
Non-customers
Available Market
(access)
All Commodity Volume
(ACV) =
Cucina customers
Non-customers
Purchasers
Definitely Would Buy
(80% actually buy)
Cucina customers
Non-customers
Probably Would Buy
(30% actually buy)
Cucina customers
Non-customers
Overall Purchasers
(households)
Trial Rate %

58800000 Target Market

Scenario 1
5% of target market
95% of target market

50%
12%

40%

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

Scenario 2

588000
2681280

50%
12%

40%

122304
321753.6

80%
26%
15%

93492
313709.76

30%
53%
39%

851259.36
26.0381295

Table B

Scenario 3

2940000 11% of target market

55860000 89% of target market

1470000
6703200

Source

6468000 15% of target market

52332000 85% of target market

3234000
6279840

8820000 Pg 7
49980000

50%
12%

4410000 Table B
5997600

40%

4163040 Table B
1764000
2399040

269068.8
301432.32

80%
26%
15%

Pg 4
366912 Exhibit 7
287884.8

205682.4
293896.512

30%
53%
39%

Pg 4
280476 Exhibit 7
280687.68

1293600
2511936

1070080.032
28.11903585

1215960.48
29.20847458

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

Table B

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