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market within the United States. The company expects to achieve strong distribution with an ACV% of 89%. Market research shows that the marketing mix will result in an awareness rate of 40%, a tria rate of 26%, and a repeat purchase rate of 37%. The population for the test market is estimated at 1,360,000 households.

market within the United States. The company expects to achieve strong distribution with an ACV% of 89%. Market research shows that the marketing mix will result in an awareness rate of 40%, a tria rate of 26%, and a repeat purchase rate of 37%. The population for the test market is estimated at 1,360,000 households.

ENGR.ECONOMIC ANALYSIS
ENGR.ECONOMIC ANALYSIS
14th Edition
ISBN:9780190931919
Author:NEWNAN
Publisher:NEWNAN
Chapter1: Making Economics Decisions
Section: Chapter Questions
Problem 1QTC
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All Over Shampoo is launching a new anti-dandruff, 2-in-1 conditioning product in a simulated test market within the United States. The company expects to achieve strong distribution with an ACV% of 89%. Market research shows that the marketing mix will result in an awareness rate of 40%, a trial rate of 26%, and a repeat purchase rate of 37%. The population for the test market is estimated at 1,360,000 households. All-Over Shampoo executives are also considering partially funding the advertising increase by not paying the high slotting fees associated with getting their new 2-in-1 product into all major grocery retailers, likely reducing their distribution to 72%. What would be the value for trials as a percentage of population under this scenario if they also implemented the advertising plan resulting in awareness of 46%?
Transcribed Image Text:All Over Shampoo is launching a new anti-dandruff, 2-in-1 conditioning product in a simulated test market within the United States. The company expects to achieve strong distribution with an ACV% of 89%. Market research shows that the marketing mix will result in an awareness rate of 40%, a trial rate of 26%, and a repeat purchase rate of 37%. The population for the test market is estimated at 1,360,000 households. All-Over Shampoo executives are also considering partially funding the advertising increase by not paying the high slotting fees associated with getting their new 2-in-1 product into all major grocery retailers, likely reducing their distribution to 72%. What would be the value for trials as a percentage of population under this scenario if they also implemented the advertising plan resulting in awareness of 46%?
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All Over Shampoo is launching a new anti-dandruff, 2-in-1 conditioning product in a simulated test market within the United States. The company expects to achieve strong distribution with an ACV% of 89%. Market research shows that the marketing mix will result in an awareness rate of 40%, a trial rate of 26%, and a repeat purchase rate of 37%. The population for the test market is estimated at 1,360,000 households. All-Over Shampoo executives are also considering partially funding the advertising increase by not paying the high slotting fees associated with getting their new 2-in-1 product into all major grocery retailers, likely reducing their distribution to 72%. What would be the value for trials as a percentage of population under this scenario if they also implemented the advertising plan resulting in awareness of 46%?
Transcribed Image Text:All Over Shampoo is launching a new anti-dandruff, 2-in-1 conditioning product in a simulated test market within the United States. The company expects to achieve strong distribution with an ACV% of 89%. Market research shows that the marketing mix will result in an awareness rate of 40%, a trial rate of 26%, and a repeat purchase rate of 37%. The population for the test market is estimated at 1,360,000 households. All-Over Shampoo executives are also considering partially funding the advertising increase by not paying the high slotting fees associated with getting their new 2-in-1 product into all major grocery retailers, likely reducing their distribution to 72%. What would be the value for trials as a percentage of population under this scenario if they also implemented the advertising plan resulting in awareness of 46%?
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