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This base of parent brand users represents sales of $36.6M, or 81% of Cunliffe’s figure for market success, and does not include the additional sales of toppings. (Presumes household purchase of 1 kit annually)
? This high market penetration for parent brand users requires the brand to pick up only $8.4M in sales from non parent brand users, or achieve 1.8% market penetration with that this group.
? Although there is a pending market introduction from Kraft, the previous introduction of the Kraft brand increased the size of the market instead of taking market share from NRFC.
Although not being compelling enough to elicit a different recommendation, data that makes a stronger case for not introducing this product line includes:
? The more conservative estimates of parent brand penetration of only 5%, yielding $7...
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