using the forecast model for pasta shown in exhibit 5, what is your forecast of the demand for pizza? Hint: the necessary data is contained in Table B and Exhibit 7

Exhibit 7 - Pizza Concept Purchase Intent , Mall Intercept Measure* Total Non - Customers TruEarth ( N = 300 ) ( N = 225 ) Customers ( N = 75 ) Definitely would buy 18 % 15 % 26% Probably would buy 43 % 39% 53% " TOP TWO " BOX 60% 54 % 79% Mean Likeability* 3. 7 3.5 4. 2 Mean Price NValue rating* 3. 0 3. 0 3. 1Table B Target Households & Awareness Target Households ( 30% bigger than pasta ) 58. 8 MM Cucina Fresca Pasta Customers 1 1% Customer Awareness 50 % Non - Customer Awareness 12% ACV distribution 40 % Purchase Assumptions Units per purchase ( pizza Kit + 1 . 25 toppings ) 1.25 Average spend per purchase ( retail )* $12.38 Repeat purchase occasions 2.0 % repurchasers ( Excellent product ) 49%0B Exhibit 5 Exhibit 5 - Fresh Pasta Purchase Volume Estimate, Year 1 Trial Purchase Intent Repeat Purchase Inputs Definitely would buy 27% Trial Households (MM) 1.4 % of "Definites" who actually buy 80% Repeat Purchase Occasions 2.1 "Definite" Purchases 21.6% Repeat Transaction Amounts 1.6 Probably would buy 49% Repeat Rate, by Product Scenario % of "Probables" who actually buy 30% Mediocre Product 21% "Pr Probable" Purchases 14.7% Average Product 37% Excellent Product 49% Trial Rate (Definite + Probable) 36.3% Repeat Volume, by Product Scenario (MM) Marketing Plan Adjustment Mediocre Product 1.0 Gross Rating Points 800 Average Product 1.7 Projected Consumer Awareness 17% Excellent Product 2.3 All Commodity Volume distribution (ACV) 50% Marketing Adjusted Trial Rate 3.0% Trial Rate x Awareness x ACV Target Households (MM)* 45.2 Trial Households (MM) 1.4 * Target households based on addressable market in metropolitan areas with annual household income over $50K