KASTURI RANGAN SUNRU YONG TruEarth Healthy Foods: Market Research for a New Product Introduction Isabel Eckstein strode toward her office‚ inhaling the aroma from the test kitchen where the product development team was trying new recipes for TruEarth‚ maker of gourmet pastas‚ sauces‚ and meals. Her team had been working hard for the past year on a fresh whole grain pizza. The final market research results had arrived‚ and it was time to make a decision on launching the product. In 2006‚ Eckstein‚ a
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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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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 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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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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IBM 2014-‐2015 Harvard Business School : Case study TruEarth Healthy Foods : Market Research for a New Product Introduction There is many aspects that made the Cucina Fresca pasta successful. Here are some of them : TruEarth Healthy Foods was the first company to launch such a product so they had the advantages of being
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TruEarth Healty Foods Case Write-up: TruEarth Healthy Foods was founded in 1993 to meeting the demand for healthy gourmet products like pastas‚ sauces‚ and meals. These products used the concept of fresh whole grain rather than using refined white flour which is considered as “bad carbohydrates” and introduced the fresh prepared/semi prepared home meal replacement products. Company had successful introduction of fresh whole grain pasta and want to introduce the similar product concept for pizza
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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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