Preview

CS TruEarth

Good Essays
Open Document
Open Document
1151 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
CS TruEarth
Case study: TruEarth Healthy food

4) Cucina fresca pasta was successful because:
 First mover in the fresh whole grain pasta
 High quality ingredients for sauces
 Short cooking time combined to a consumer perception of better quality
 Quick and easy: simple instructions, exact portions
 Healthier food than those with “bad” carbohydrates but still tastes great
 Tapped into an unmet demand with no strong players (later Rigazzi entered the same market but TruEarth responded accordingly)

5) Pizza opportunity Vs Pasta opportunity
 The refrigerated pizza market is bigger (5.8B$ Vs 4.4B$ in 2007) therefore harder to join in. Already huge players like Nestle and Kraft. But the whole grain crust with high-quality ingredients is a new opportunity in this market
 Distribution network: was new for pasta and is now already established for pizza, with some brand awareness
 Pizza has a poor image as a healthy meal whereas pasta, especially fresh with whole grain, is perceived healthier
BUT the concept of introducing the whole grain crust combined with high quality ingredients is new and can lead customers to like this guilt-free gourmet pizza.
 Incremental investment for pizza substantially less than for pasta

6) Product development process Pizza Vs Pasta
The company uses a formal four-step process:
 Idea Generation: Done in 2004 for pasta to take advantage of the growing demand for quick home meal replacements Vs done soon after for pizza as a line extension.
 Concept screening: For pasta: no presence of formal surveys but more an intrinsic conviction that the product was going to be a success Vs Many surveys done for pizza. Most important one: 33% of restaurant-goers had a strong interest in a whole grain crust
 Test Kitchen: Large range of choices for the pasta/sauces. Products designed to be consumed in a single meal for two Vs Basic kit for pizza with separate crust, cheese, sauce and complementary toppings. Product designed to feed 2 to 3 people.

You May Also Find These Documents Helpful

  • Best Essays

    Sample MKTG204 PitchProject

    • 4667 Words
    • 16 Pages

    The Australian Wholefoods Company specialises in producing ready-to-eat meals for supermarkets and stores. It is a well recognised home brand that has a variety of ready-to-eat food products ranging from quiches, lasagnas and now to wonton noodles. It is due to the growth in the ready-to-eat meals market that the Australian Wholefoods Company has launched a new ready meal product under the new brand of Lee. Within the brand Lee, The Australian Wholefoods company has created a ready-to-eat Wonton Noodle Soup, which will be sold under the brand name “Canoodles”. The target audience which has been tested for this new product is 18 to 25 year old Sydney residents. Due to their busy lifestyles we believe this product will be successful because it is quick and easy. If the product is successful it will be available nationwide. The company undergoes extensive research and development continually in order to capture and understand the tastes and preferences of its consumers. As a result the Australian Wholefoods Company have become one of the market leaders. From research compiled on Lee’s Canoodles intended target audience, we believe we have an effective marketing communications campaign in place to reach the designated objectives and become a well known home brand for many consumers.…

    • 4667 Words
    • 16 Pages
    Best Essays
  • Good Essays

    From a consumer viewpoint, collect data from two of your favorite pizza restaurants in the following four areas:…

    • 1753 Words
    • 8 Pages
    Good Essays
  • Better Essays

    Mktg 205 Week 3 Essay

    • 1056 Words
    • 5 Pages

    Starting with the selection of channel members followed by managing the channels, ending with making Pizza Hut’s pizza available to the end users is how to develop a distribution system. This is how to make pizza available to consumers in order for Pizza Hut to profit and grow. Choosing the levels, members, and knowing the needs of the targeted market is important in order to make the goal of a successful business.…

    • 1056 Words
    • 5 Pages
    Better Essays
  • Satisfactory Essays

    P4 Unit 3 Business

    • 1595 Words
    • 7 Pages

    Decision 1) Hell Pizza have done a lot of non-price marketing including gifts, advertising, branding (developing an image and name for the product), high-quality service, packaging, sponsoring children sport teams…

    • 1595 Words
    • 7 Pages
    Satisfactory Essays
  • Best Essays

    Eco 550 Week 3 Assignment

    • 2175 Words
    • 9 Pages

    In this assignment I will be discussing the consideration of Domino’s Pizza entering the market place in the Washington DC’s Georgetown community. I selected this area because it is highly populated with tourists that may want to grab a quick bite to eat while shopping and touring the area and the local upper class working singles that often don’t have time to cook after a long day at work. I have conducted research and gathered information forecasting the demand for this business based on population, household income and other pizza establishments in this area along with the average cost for pizza. Based on the research and demand analysis we should be able to determine if it would be in the best interest of the Domino’s Pizza Company to establish an operation in this community.…

    • 2175 Words
    • 9 Pages
    Best Essays
  • Powerful Essays

    In our analysis, we compared the profits earned by 60 Crusty Dough Pizza Company restaurants to factors associated to their menu, amenities, services, and statistics regarding the restaurant communities. The factors that we analyzed are listed in Table 1.…

    • 1222 Words
    • 5 Pages
    Powerful Essays
  • Good Essays

    Btec Business Level 3 Unit 4

    • 4682 Words
    • 19 Pages

    According The Boston Matric “PizzaDelique” is a Star. It has high market share and high market growth. It is very important to keep this stage, but is very difficult as well. There so many new competitor and the old ones are still in the market. From the management depends which stage will be the next- the Cash Cows or The…

    • 4682 Words
    • 19 Pages
    Good Essays
  • Good Essays

    Papa Johns Term Paper

    • 1673 Words
    • 7 Pages

    Papa John's is the recognized quality leader of the pizza category and is the world's third largest pizza company. For nine of the last ten years, consumers have rated Papa John's No. 1 in customer satisfaction among all national pizza chains in the American Customer Satisfaction Index (ACSI). Papa John's also was honored by Restaurants & Institutions Magazine (R&I) with the 2009 Gold Award for Consumers' Choice in Chains in the pizza segment. In 2006, for the third consecutive year consumers have honored Papa John's (NASDAQ: PZZA) with the top rating among national pizza delivery and…

    • 1673 Words
    • 7 Pages
    Good Essays
  • Powerful Essays

    Despite the popularity of ethnic cuisines, pizzas and other types of fast food remain popular areas for franchises. According to PMB, 85% of Canada’s population declare to have…

    • 4313 Words
    • 18 Pages
    Powerful Essays
  • Satisfactory Essays

    Academia Barilla

    • 1084 Words
    • 6 Pages

    How best to manage Academia to fit into Barilla’s long-term strategy and need for growth.…

    • 1084 Words
    • 6 Pages
    Satisfactory Essays
  • Powerful Essays

    Papa John’s early adoption of online and mobile ordering technologies allowed it to differentiate itself on the bases of both timing of introduction and distribution channels. Papa John’s was in fact the very first pizza chain to offer both internet- and text-based ordering, and it was able to generate tremendous revenues as a first-mover in these then-untapped channels. Being that Papa John’s is a part of the larger fast food industry, and consumers seek out fast food in large part on the basis of its convenience, the value of such a distribution system obviously lies in how easily accessible it made Papa John’s products.…

    • 1626 Words
    • 5 Pages
    Powerful Essays
  • Better Essays

    This is the market research plan that provides a thorough examination of how a product or service of new pizza restaurant will fare in a defined area.…

    • 937 Words
    • 4 Pages
    Better Essays
  • Satisfactory Essays

    Annie’s Inc. is a rapidly growing natural and organic food company who wants to enter a new category by introducing frozen food to their product line. The first product they will launch in this category will be frozen pizza and they need to make several marketing decisions around this. One important decision is deciding the target market for the new product so all the advertising efforts and other marketing mix decisions will be towards attracting this target audience.…

    • 455 Words
    • 2 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Growing market with a significant percentage of the target market still not aware that Joe's pizza & pasta restaurant exists.…

    • 642 Words
    • 3 Pages
    Satisfactory Essays
  • Powerful Essays

    For 25 years Domino’s pizza has been opening doors to new customers, new stores, new locations, new ideas, and new business…

    • 5049 Words
    • 21 Pages
    Powerful Essays