TruEarth Market Research for New Healthy Food Pizza Product
1. TruEarth Healthy Foods:
market research for a new product introduction
Presented By
58. Sweta Mukherjee
28. Lekhankita Gajanan Patre
57. Sushil Kumar
59. Vaibhav Mittal
04. Ajay Danny Abishek R
38. Patibandla Anila
18. Harsha Sneha Kujur
2. TRUEARTH
BACKGROUND
• Founded in 1993 by Gareth DeRosa
• Maker of Gourmet pastas, Sauces &meals
• One of the first companies to focus on wholegrain products and high
quality ingredients.
• Launched Cucina Fresca in 2006
• Identified three trends:
• Home meal replacement
• Growth of refrigerated fresh pasta
• Importance of whole grains
3. Cucina Fresca
Cucina Fresca was considered one of the most successful product launched by
TruEarth
Concept was tested with focus groups, 300 concept tests were performed
Conducted market study using Nelson BASES I-
• To assess consumer interest in whole grain pasta
• Estimate first year trial volume and repeat purchase volume
4. RESULTS
Measure Cucina Fresca (N=300) Industry Median
Definitely would buy 27% 20%
Probably would buy “top
two” box
49% 42%
76% 62%
Mean likeability 4.1% 3.6%
Mean Price/ Value rating 3.2% 3.5%
OBSERVATION:
1. 76% Positive purchase intent
2. 62% Industry median
3. 36% trial rate
5. Competitive threat- Rigazzi
Introduced whole grain fresh pasta in 2007
Marketed using traditional pasta-making techniques and vintage Italian
equipment
Offered trade discounts to supermarkets and high-value coupons to consumers
TRUEARTH’S RESPONSE
Promotions
Maintained taste and brand loyalty
Benefitted from being a successful first mover
6. Pizza Research Objectives
Explore the current pizza market to determine whether it will be able to
penetrate the market
Figure out the target consumer
Forecast the volume of pizza consumption
Compare the potential pasta and pizza market
7. TruEarth’s Pizza concept
High quality , “ guilt free” gourmet refrigerated pizza
Crust with packages of cheese and sauce
Line of complementary toppings
Can feed 2-3 people
$8 for kit
$3.50 for individual topping packs
Product placement in supermarkets, regional grocery, speciality food stores
8. SWOT ANALYSIS
STRENGTHS
• Established brand with loyal
customers and retail stores
• Created systematic process for
product development
• Aligned with healthy food trend
WEAKNESSES
• Lower sales due to new entrants
• Limited product line
• Costlier products compared to
competitors
OPPORTUNITIES
• Gain first mover advantage in pizza
• Extension of pizza line
• Expansion of varieties of products
THREATS
• Competition from local companies
(Rigazzi) and larger brands like
Kraft, Nestle
9. Recommendations
Should launch the pizza early to enjoy first mover advantage
Lower the price to meet the consumer preferences of $10.75
Maintain high quality brand image
Promote Cucina Fresca brand name
Already established channel and network will in delivering the fresh product
to market
