For this case, you need to decide if you would launch the refrigerated pizza kit. This question can be answered in two steps. First, figure out if the decision is financially viable. Y
For this case, you need to decide if you would launch the refrigerated pizza kit. This question can be answered in two steps. First, figure out if the decision is financially viable. You'll do this by completing this Excel worksheet Download the Excel worksheet. Then, based on both this worksheet and any other conclusions you draw from the case, you have to decide whether or not to launch the pizza kit. Be sure to consider the pros and cons of both sides (to launch and not to launch).
Format:
Your case brief should not be more than 2 double-spaced pages (12-point font). You should complete the Excel worksheet and include it as an exhibit. You could also include other exhibits (e.g., spreadsheets, tables, flow diagrams, plots, and charts) as you see fit.
2 pages limit
Title
| 4068 | |
| TruEarth Healthy Foods: Market Research for a New Product Introduction | |
| Copyright © 2009 Harvard Business School Publishing |
Student Template (optional)
| Student Template (optional) | ||||||
| Non-Customers | Customers | Source | ||||
| Definitely would buy | Exhibit 7 | |||||
| % of "Definites" who actually buy | Exhibit 5 | |||||
| "Definite" Purchases | 0% | 0% | ||||
| Probably would buy | Exhibit 7 | |||||
| % of "Probables" who actually buy | Exhibit 5 | |||||
| "Probable" Purchases | 0% | 0% | ||||
| Trial Rate ("Definite" + "Probable") | 0% | 0% | ||||
| Target households (MM) | Table B | |||||
| Penetration, % of target households | 89% | 11% | Table B | |||
| Awareness of pizza product | Table B | |||||
| ACV distribution | Table B | |||||
| Adjusted Trial Households | 0.0 | 0.0 | ||||
| Total trial households (Non-Customers + Customers) | 0.0 | ~ | Note: No need to fill the cells with ~ | |||
| % of households repurchasing (Excellent) | ~ | Table B | ||||
| Repeat purchase occasions | ~ | Table B | ||||
| Total purchases (Trial + Repeat) | – 0 | ~ | ||||
| Retail selling price | $12.38 | ~ | Table B | |||
| Retail sales volume | $0.0M | ~ | ||||
| Retailer gross margin | 35% | ~ | Case text | |||
| TruEarth sales volume | $0.0M | ~ |
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