AaBbcc = 1 Normal 1 No Spac... Heading 1 Heading 2 Title Subtitle Paragraph Styles OFFI Clip on currently sells for $7.99 at retail. SC Johnson's marginal cost is $3 and they sell to retailers such as Walmart and Home Depot for $4.99. The Muskol competing brand sells for $6.99 at retail. Market analysis has identified that the unique aspect of the new OFF! Clipson has a positive differential value of $2.00 per unit based on the significant reduction in the amount needed to protect a person each outing. OFF! Clip-on Tis targeted at children and adults that are active and live in suburban and rural areas. There are 33.5 million Canadians, 47% of these people live in suburban and rural areas. 70% of these suburban and rural dwellers are active outdoors. Prior to the product's introduction, SC Johnson completed a survey of buyer intentions with their target market and the results were: 43% would definitely buy, 27% would probably buy, and 20% would likely not purchase. The survey also confirmed that 35% of interested buyers intend to repeat their purchase with 6 months. When the product was launched SC Johnson spent significant promotional funds to ensure consumer awareness rate of 90% of target market. They also ensured that their distribution system would be able to ensure an 88% availability rate. Question 7 (continued) b) For the OFF! Clie:0.0,"product, calculate the market potential and sales forecast (using the ATAR model) based on the information provided in the case. Make sure you include your calculations for full marks. (7 marks with the split noted below) ATAR Formula = BU (Market Potential) * % awareness * % trial * % availability * % repeat Market Potential number (2 marks) Sales Forecast number based on initial projected sales and 1 repeat purchase cycle within 6 months of launch date