We present the Trial Volume and Repeat Volume estimates for the Pizza + Toppings and Pizza only products in two separate tables, below.

We present the Trial Volume and Repeat Volume estimates for the Pizza + Toppings and Pizza only products in two separate tables, below. We treat the Nonuser and User categories separate in the left columns and combine them in the right with varying market penetration.   The awareness, ACV, purchase intent, and adjusted trial percent were extracted from the case. These values are in bold. The remaining values are calculated.

The target number of households is 95.5 million, larger than the 77.4 million targeted for the pasta launch: presuming an annual population growth of 3% this launch targets every U.S. household at the time.

The overall estimate is more conservative: the trial rate for Pizzas is lower than for pasta, as is the repeat rate, repeat frequency, and repeat quantity. They presume a larger awareness (53-50% vs. the pasta’s 48%), which is acceptable given the success of the Contadina Fresh pasta line.

Pizza + Topping

Contadina Brand Penetration

NonuserUser5%15%20%25%

Concept Purchase Intent

Definitely would buy15%30%16%17%18%19%

Probably would buy59%57%59%59%59%59%

Adjusted Trial

Adjusted Definitely80%12%24%13%14%14%15%

Adjusted Probably30%18%17%18%...