Truearth Essay

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TruEarth Healthy Food TruEarth Healthy Food TruEarth Healthy Foods TruEarth, a company founded in 1993 in Missouri by Gareth DeRosa, wants to launch a Whole Grain Pizza. This paper discusses what the forecast in terms of units and value of the demand for pizza will be. Secondly, an explanation is given if we would launch the pizza or not. Thirdly, the pizza results will be compared with the findings for pasta. Finally, it is justified whether or not there is a first-mover advantage in pizza like there was with fresh pasta. Trial Purchase Intent | | Definitely would buy | 18% | % of “Definites” who actually buy | 80% | “Definite” Purchases | 14.4% | Probably would buy | 43% | % of “Probables” who actually buy | 30% | “Probable” Purchases | 12.9% | | | Trial Rate (Definite + Probable) | 27.3% | | | Marketing Plan Adjustment | | Projected Consumer Awareness | 16.2% | All Commodity Volume distribution | 40% | | | Marketing Adjusted Trial Rate | 1.77% | Target Households (MM) | 58,800,000 | | | Trial Households (MM) | 1,040,760 | Repeat Purchase Inputs | | Trial Households | 1,040,760 | Repeat Purchase Occasions | 2.0 | Repeat Transaction Amounts | 1.25 | | | Repeat Rate | | Mediocre Product | 21% | Average Product | 37% | Excellent Product | 49% | | | Repeat Volume | | Mediocre Product | 546,399 | Average Product | 962,703 | Excellent Product | 1,274,931 | As can be seen in table 1 and 2, our forecast in terms of units is between 1,587,159 and 2,315,691 depending on the perceived quality of the product. The total volume is the trial purchases together with the repeat purchases. The total trial households is 1,040,760, which was calculated by taking 1.77% (marketing adjusted trial rate) out of 58.8 million target households. The 1.77% is calculated by multiplying the trial rate

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