The following excel file provides a template to help you with the calculations needed to answer questions 3A and 3B. Please take all figures and assumptions directly from the case study. Please use the template while adding your calculations to the submission file.

Note: While some formulae are already entered into the template, you must verify that the calculations are being done in a logical way. You may check the sample answer file in the next segment in case you need to more clarity on which cells to fill.

Note: Rows 29 and 31 will calculate the retail sales revenue and TruEarth sales revenue (after deducting retail margin) respectively.

There are two factors which might affect the sales figures of the Whole Grain Pizza. These are:

1. Market penetration of Cucina Fresca, which Eckstein believes can vary from 5% to 15%
2. The product quality, which affects repurchase rate, can vary from Mediocre to Average to Excellent.

The combinations of the above two factors can help you determine the best case and worst case scenarios. The places where you can insert the above factors are marked in yellow on the template. You would also need to fill in the rest of the data by sourcing them from the case study.

Question 3A: Assume the worst case scenario in terms of the the factors mentioned above. What would be the predicted sales revenue for the Whole Grain Pizza? Explain your thought process behind considering the worst case scenario. Paste the excel template containing your calculations in the submission file.

Question 3B: What would be the predicted sales revenue of the Whole Grain Pizza in the best case scenario? Explain your thought process. Paste the excel template containing your calculations in the submission file.

Non-Customers Customers Definitely would buy % of "Definites" who actually buy "Definite" Purchases Source Exhibit 7 Exhibit 5 0% 0% Probably would buy % of "Probables" who actually buy "Probable" Purchases Exhibit 7 Exhibit 5 0% 0% Trial Rate ("Definite" + "Probable") 0% 0% 100% 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Target households (MM) Penetration, % of target households Awareness of pizza product ACV distribution Table B Table B Table B Table B 0.0 Adjusted Trial Households Total trial households (Non-Customers + Customers) 0.0 0.0 % of households repurchasing Repeat purchase occasions Exhibit 5 Table B Total purchases (Trial + Repeat) Table B Retail selling price Retail sales revenue Retailer gross margin TruEarth sales revenue $12.38 $0.OM 35% $0.OM Case text 31 32 Non-Customers Customers Definitely would buy % of "Definites" who actually buy "Definite" Purchases Source Exhibit 7 Exhibit 5 0% 0% Probably would buy % of "Probables" who actually buy "Probable" Purchases Exhibit 7 Exhibit 5 0% 0% Trial Rate ("Definite" + "Probable") 0% 0% 100% 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Target households (MM) Penetration, % of target households Awareness of pizza product ACV distribution Table B Table B Table B Table B 0.0 Adjusted Trial Households Total trial households (Non-Customers + Customers) 0.0 0.0 % of households repurchasing Repeat purchase occasions Exhibit 5 Table B Total purchases (Trial + Repeat) Table B Retail selling price Retail sales revenue Retailer gross margin TruEarth sales revenue $12.38 $0.OM 35% $0.OM Case text 31 32