Scribd Logo
Upload

Welcome to Scribd!

  • 2K views

    Montreaux Chocolate USA Calculations

    Uploaded by

    Abi
    The document presents market research data on trial and repeat purchase rates for a product. It finds that with medium consumer awareness and high ACV (distribution), projected sales would be $30.52 million, exceeding the acceptable hurdle rate of $30 million. With high consumer awareness and high ACV, projected sales would be even higher at $35.90 million. The methodology section explains how trial and repeat purchase rates were calculated using households and marketing adjustment factors to determine total projected sales volume and value.

    Copyright:

    © All Rights Reserved
    Download as XLSX, PDF, TXT or read online from Scribd

    Montreaux Chocolate USA Calculations

    Uploaded by

    Abi
    2K views3 pages
    The document presents market research data on trial and repeat purchase rates for a product. It finds that with medium consumer awareness and high ACV (distribution), projected sales would be $30.52 million, exceeding the acceptable hurdle rate of $30 million. With high consumer awareness and high ACV, projected sales would be even higher at $35.90 million. The methodology section explains how trial and repeat purchase rates were calculated using households and marketing adjustment factors to determine total projected sales volume and value.

    Copyright

    © © All Rights Reserved

    Available Formats

    XLSX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    The document presents market research data on trial and repeat purchase rates for a product. It finds that with medium consumer awareness and high ACV (distribution), projected sales would be $30.52 million, exceeding the acceptable hurdle rate of $30 million. With high consumer awareness and high ACV, projected sales would be even higher at $35.90 million. The methodology section explains how trial and repeat purchase rates were calculated using households and marketing adjustment factors to determine total projected sales volume and value.

    Copyright:

    © All Rights Reserved
    Download as XLSX, PDF, TXT or read online from Scribd
    Download as xlsx, pdf, or txt
    2K views3 pages

    Montreaux Chocolate USA Calculations

    Uploaded by

    Abi
    The document presents market research data on trial and repeat purchase rates for a product. It finds that with medium consumer awareness and high ACV (distribution), projected sales would be $30.52 million, exceeding the acceptable hurdle rate of $30 million. With high consumer awareness and high ACV, projected sales would be even higher at $35.90 million. The methodology section explains how trial and repeat purchase rates were calculated using households and marketing adjustment factors to determine total projected sales volume and value.

    Copyright:

    © All Rights Reserved
    Download as XLSX, PDF, TXT or read online from Scribd
    Download as xlsx, pdf, or txt
    of 3

    Exhibit 5

    Trial Purchase Rate Repeat Rate by Product


    Definitely would buy 23% Mediocre Product 28%

    Probably would buy 40% Average Product 33%

    U.S. Households(MM) 120 Excellent Product 38%


    Repeat Purchase
    Penetration 92% Occasions(units) 4
    Market Plan Adjustments
    Consumer Awareness ACV
    Low Support 14% Low 60%
    Medium Support 17% Medium  65%
    High Support 20% High  79%
    Price(in $) 4.49

    Methodology

    Trial Rate = “Definites” * 80% + “Probables” *30%


    Marketing -Adjustment Trial Rate = Trial Rate * % Awareness * %ACV(distribution) * Penetration
    Trial Households = Households * Marketing -Adjustment Trial Rate
    Repeat Volume = Trial Households * % Households Repurchasing * Repeat Purchase Occasions
    Total Purchases = Trial Purchases + Repeat Purchases
    Retail Sales Value = Retail Selling Price * Retail Sales Volume
    Sales volume  = Retail sales volume * 0.65

    Caclulations
    Montreaux sells at 65% of MSRP
    Assumption : Taking product as average product

    Consumer Awareness Low Support Medium support


    ACV Low Medium High Low
    Trial Rate 30.4% 30.4% 30.4% 30.4%
    Marketing -Adjustment Trial Rate 2.3% 2.5% 3.1% 2.85%
    Trial Households 2.82 3.05 3.71 3.42
    Repeat Volume 3.72 4.03 4.90 4.52
    Total Purchases (in mm) 6.54 7.09 8.61 7.94
    Retail Sales Value (in mm) 29.4 31.8 38.7 35.7
    Sales volume(in mm dollar) 19.09 20.68 25.13 23.18

    Acceptable hurdle rate is $30MM


    Two options available where sale would be greater
    than Hurdle Rate
    Consumer
    Awareness ACV Sale
    Medium High 30.52
    High High 35.90
    Medium support High Support
    Medium High Low Medium High
    30.4% 30.4% 30.4% 30.4% 30.4%
    3.09% 3.76% 3.36% 3.64% 4.42%
    3.71 4.51 4.03 4.36 5.30
    4.90 5.95 5.32 5.76 7.00
    8.60 10.46 9.34 10.12 12.30
    38.6 47.0 42.0 45.4 55.2
    25.11 30.52 27.27 29.54 35.90

    You might also like

    pFad - Phonifier reborn

    Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

    Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


    Alternative Proxies:

    Alternative Proxy

    pFad Proxy

    pFad v3 Proxy

    pFad v4 Proxy