Case

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	~