Guissepie's, an Italian wine manufacturer, is launching a line of premium red wines in a test market in the eastern United States. The company sells in select regional retailers so they expect that they will achieve an ACV of only 31%. Market research suggests that 49% of consumers will be aware of the product, 62% of those who are aware will decide to make a trial purchase and 77% of those who try the product will be repeat buyers. The test market has a population of 1,080,000 households.

Question 6

Presuming the original ACV% and trial rate assumptions, what awareness rate is required to achieve a minimum breakeven goal of 2% of the market becoming repeat customers of the new wine?