All Over Shampoo is launching a new anti-dandruff, 2-in-1 conditioning product in a simulated testmarket 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 trialrate of 26%, and a repeat purchase rate of 37%. The population for the test market is estimated at1,360,000 households.All-Over Shampoo executives are also considering partially funding the advertising increase by notpaying the high slotting fees associated with getting their new 2-in-1 product into all major groceryretailers, likely reducing their distribution to 72%. What would be the value for trials as apercentage of population under this scenario if they also implemented the advertising planresulting in awareness of 46%?

According to question, we need to calculate the proportion of test participants

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

14th Edition

ISBN:9780190931919

Author:NEWNAN

Publisher:NEWNAN

Chapter1: Making Economics Decisions

Section: Chapter Questions

Problem 1QTC

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