Alternative courses of action If we study the nature of the problem itself, the alternative courses of action are quite evident in the statement of the problem. Since the research and study has been conducted in high potential markets only, a fair idea of true market penetration and reception of the product cannot be gauged from these studies.
The last of threats, manifests itself in the lack of an in depth study of the situation. Although certain pizzerias in metropolitans offer whole wheat or multi grain crusts, opportunity exists for providing a pizza fresher than frozen pizza, healthier than take away and one which allows consumer to modify taste suitably, to give that special home cooked feel.
However, the study identifies non customers and 75 TruEarth customers making up the total of However this trend also implied that there was increasing time poverty at the hands of a usual household to prepare meals at home.
Also, little modification is needed to the existing infrastructure to produce the new product. Hence, there was also the incident of increasing guilt among mothers and wives who were not able to provide healthy home cooked meals to their family.
However, Pizza sales in recent years have been hit by rising health concerns and popularity of diets which restrict unhealthy food intakes. Minor improvements in the product itself, such as developing a better crust, will be vital in determining the success of the launch.
Opportunities There are only three main opportunities with regards to launching the pizza. However, identifying the correct market for the sale of whole grain pizza, approximating its size as well as its business potential will be critical in determining its probability for success. When compared to pricing by restaurants and take away, the prices were still high.
Management would like to adopt a similar approach with the whole grain pizza concept and is of the opinion that their established consumer base and brand image will make for easier market penetration.
Weakness It was determined that the Pizza offering by TruEarth would feed only people. Threats TruEarth faces some serious threats concerning its pizza product launch intentions.
However, sustaining its first mover advantage and sizeable market share, TruEarth is thinking on the lines of launching a unique healthy pizza offering. The results of this exercise were just as bizarre as a significant percentage of people actually voted based on these criteria.
As pointed out by Rosie Carlton Director of business development at TruEarth success of the pizza range will depend on delivering a crust as good as a take-out pizza; as Kraft and Nestle already have low priced pizza offering in the market.
The trend of dual income households where homemakers were eventually coming out to earn for a better lifestyle was on the rise.
Conclusion Concluding from the case study analysis by way of studying the situation, determining the problem and analysing the available alternatives, we have been able to recommend a course of action that should be taken by the company.
Secondly, by providing the options for various toppings flexibility has been provided to the consumer to mould the product according to individual tastes. The decision to launch this product was arrived at after carefully evaluating the robustness of the provided numbers, consumer preferences and plausible outcomes.
Hence, TruEarth will be in a better position to modify according to market needs or take pre-emptive steps in this regard.TruEarth Healthy Foods: Market Research for a New Product Introduction Case Analyses: Isabel Eckstein the brand manager had let the introduction of the most successful product of the company (Pasta Kit) in which means that she has a very strong marketing background.
Competitors began offering similar products in which cause the growth to slow. Some of their. TruEarth Healthy Foods Case Solution,TruEarth Healthy Foods Case Analysis, TruEarth Healthy Foods Case Study Solution, TruEarth Healthy Foods Market Research for a New Product Information Solution No.1 Consumer’s tastes and buying preferences have been changing rapidly; hen.
Nova School of Business and Economics Marketing Management 1st Semester Academic Year / “TruEarth Healthy Foods: Market Research for a New Product Introduction” Case - Assignment 1 Instructor: Cláudia Costa Student: Maria Ana Henriques, Marketing Management Maria Ana Henriques 1.
Oct 16, · TruEarth Healthy Foods: Market Research for a New Product Introduction On account of slowed growth for TruEarth’s Cucina Fresca brand of fresh whole grain pasta by as a result of competitive market conditions, management is contemplating the launch of a unique pizza offering in order to sustain growth in the fresh Italian food category.
Topics covered include: consumer marketing, market research, new product introduction, and quantitative analysis. TruEarth Healthy Foods, a maker of gourmet pastas, sauces, and meals, wants to build on its successful introduction of fresh whole grain pasta by introducing a similar product concept for pizza.
In an increasingly competitive market, TruEarth is focused on beating its competition. TruEarth Healthy Foods• Started inby an entrepreneur DeRosa• Pioneers in providing quality, healthy and authentic pastas• Driven by innovative free willing and entrepreneurial spirit• Introduced a 60% as well as % whole grain pasta Cucina Fresca which was a great success 3.Download