Executive Summary TruEarth is faced with a dilemma on whether or not to launch the new whole grain pizza product. This case has analyzed the marketing survey data and provided full alternative solutions. The calculated projected retail market of $21 to 30 million dollars will meet the business requirements to proceed with this project. The marketing plan is to focus on two key consumer groups: existing TruEarth customers and new health conscious group that may or may not be existing pizza eaters
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TruEarth Healthy Foods TruEarth‚ a company founded in 1993 in Missouri by Gareth DeRosa‚ wants to launch a Whole Grain Pizza. This paper discusses what the forecast in terms of units and value of the demand for pizza will be. Secondly‚ an explanation is given if we would launch the pizza or not. Thirdly‚ the pizza results will be compared with the findings for pasta. Finally‚ it is justified whether or not there is a first-mover advantage in pizza like there was with fresh pasta. Trial Purchase
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My answers to questions of TruEarth Healthy Foods Case Study TruEarth Case study 4) Why was Cucina Fresca pasta successful? Cucina Fresca pasta was successful for the following reasons: 1. They made significant research that lead them to find that since the 1980’s there is an increase of healthy gourmet food demand. 2. They also find out that since 1990’s consumer purchase groceries follow three trends: 1. Home Meal Replacement and semi-prepared option; dual-income
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In today’s business market‚ it is imperative for companies to invest in new product development in order to continuously grow. There are various factors‚ which come into play when it comes time for a company to make such a decision. In the case of TruEarth Healthy Foods‚ time has dwindled and they must make a decision whether to release their new refrigerated pizza line or not. Unfortunately‚ according to statistics launching a new product has an 80% fail rate. In addition‚ it can be a very expensive
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say “goodbye” to bad carbs. The pizza opportunity relates to the pasta opportunity in which TruEarth attempts to provide consumers with a healthier‚ refrigerated meal replacement. They also became successful because of their aggressive competition to Rigazzi when TruEarth was the first mover with healthier and tastier options than competitors. According to the calculations done in the table below‚ TruEarth sales volume would be about 17.0M. The penetration rate for customers is 11%‚ with non-customers
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TruEarth Foods 1. Cucina Fresca’s refrigerated pasta was successful first because people perceived it to me fresher than the traditional dry pasta. When they launched the product there was no strong player offering a refrigerated whole grain product and with people looking for healthier options this gave them a great advantage. They also did market studies to better ensure their success‚ looking at sales volume and assessing consumer awareness of fresh whole grain pasta. They did their research
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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
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TruEarth Healthy Foods: Fresh Whole Grain Pizza TO LAUNCH or NOT TO LAUNCH? TruEarth‚ maker of gourmet pastas‚ sauces and meal faced the moment of TRUTH. Identifying the market trend‚ customers’ needs and wants via extensive market research and recognizing the plan to launch new product line of fresh whole grain pizza by Rigazzi‚ one of its direct competitors‚ TruEarth is at the point of making a critical business decision. “TO LAUNCH or NOT TO LAUNCH?” That is the question.
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TruEarth Healthy Foods: Market Research for a New Product Introduction Problem Statement: TruEarth was founded by Gareth DeRosa in 1993 in St. Louis‚ Missouri. During 1980’s there was a increase in demand of healthier food in market as people were becoming more aware of their eating habits. Company launched its own line of healthier gourmet pastas and sauces made from superior ingredients. DeRosa managed to source particularly high quality of durum wheat from North Dakota. He was very choosy
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Case Study – TruEarth Health Foods Abstract In this paper I will discuss why the Cucina Fresca pasta was successful in light of the data in the case study tables Discuss why the Cucina Fresca pasta was successful in light of the data in the case study tables and whether there is a marked difference between customers who are likely to buy the pasta and those who will not. I will also analyze if there is a first mover advantage to Cucina Fresca introducing a whole grain frozen pizza into the marketplace
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