True Earth Case Study Essay

Words: 4539
Pages: 19
Open Document
Contents
1. EXECUTIVE SUMMARY 1
2. INTRODUCTION 2
2.1 MARKET RESEARCH TERMINOLOGY DEFINITION 2
2.2 IMPORTANCE OF MARKET RESEARCH 2
2.3 TRUEARTH PROFILE 3
3. MARKET OPPORTUNITY 3
4.PRODUCT DEVELOPNMENT 5
5. FORECASTING PIZZA SALES 6
5.1. STEP 1/ESTIMATE THE TRIAL VOLUME 6
5.2: STEP 2/ESTIMATE THE REPEAT PURCHASE VOLUME 7
5.3: STEP 3/ESTIMATE THE TOTAL PURCHASE VOLUME 8
6. CONSUMERS’ VIEW OF REFRIGERATED PIZZA COMPARED TO OTHER SUBSTITUTES 9
6.1 IMPACT OF TRUEARTH PIZZA ON OTHER CHOICES 10
7. COMPARISON BETWEEN PIZZA AND PASTA CONCEPT TEST RESULTS 11
8. IS THERE A FIRST-MOVER ADVANTAGE IN PIZZA SIMILAR TO FRESH PASTA? 12
9. IN-HOME PIZZA TEST RESULTS 14
10. TO LAUNCH PIZZA OR NOT? 15
11. CONCLUSION 16
12. APPENDIX 16
12.1 …show more content…
By putting huge afford in packaging TruErth could beat it’s competitors Kraft & Nestle in increasing its annual sale to 4.1 B by 2004.
3RD TREND: WHOLE GRAIN FOODS/EARLY 2000S
Finally, consumers became more aware of the importance of whole grains in the diet and started to avoid “bad Carbohydrate” originated from refined, white flour.
TruErath took the advantage of the absence of competition and got the benefit from being the first mover in the market by keeping track of the above mentioned market trends. Therefore, TruEarth benefited from the above opportunities and launched fresh whole grain pasta, Cucina Fresca. This new product was successful with sales that reached $23 million, making it the most profitable product launched in the company history.
Nevertheless, growth had slowed as a new competitor, Rigazzi Brands, started entering the market offering similar products. Therefore, TruEarth responded by studying launching a new product, whole grain pizza. Pizzas were a core component of the Italian-American food category, with annual sales in the United States at $53 billion in 2007. Also, 77% of consumers ate pizza at least once a month. In addition, store-bought refrigerated market pizza totaled $5.8 billion making it larger than refrigerated pasta which was $4.4 billion. Besides, 33% of consumers showed strong interest in a whole grain crust. Therefore, TruEarth found new opportunities for introducing to customer healthier still tasty pizza.
Show More

Related Documents: True Earth Case Study Essay

Existence and God Essay

dramatic upsurge in scientific studies on Positive Psychology and the science of happiness or to put it simply, discovering what makes happy people happy. Fortunately, many of these studies point to specific ways of thinking and acting that can strongly impact our sense of well-being and happiness. The resulting discoveries are enriching the practices of counseling, clinical psychology, psychiatry and life coaching. In these pages, we review the most scientific studies and translate the results into…

Words 1018 - Pages 5

Fracking Effects

Fracking is currently one of the most effective and economically beneficial methods of extracting natural gases from the earth. However, the environmental issues caused by fracking should be an obvious reason for the needed tightening of regulations on fracking for natural gas. Fracking is a more commonly used word for Hydraulic Fracturing. Fracking has been used commercially for almost 65 years. Hydraulic Fracturing requires tapping shale and rock formations by drilling about a mile below the surface…

Words 1329 - Pages 6

Nicolaus Copernicus Research Paper

heliocentric system put the sun at the center of our solar system. He was not the first to think of the theory. Earlier starwatchers believed the same, but he used the movements of the planets to back up his idea. His ideas, including the revelation that the Earth rotates on its axis, were too difficult for most of the scholars of his time to understand. They only used parts of his theory. Those who studied all of his work often did it in secret. They were called Copernicans.…

Words 698 - Pages 3

What Is Microevolution

with his breeding studies on peas in the mid 1800's, there are natural limits to genetic change. A…

Words 1003 - Pages 5

Plagiarism: Capital Punishment and Governor Sir Thomas Essay

obtain because once it’s gone you cannot have it back. Without life, you will not be able to gain worldly possessions or even be able to accomplish lifetime goals that people strive to obtain on this earth. Most individuals do not even come to the realization of the importance of someone’s life on earth until taken. A variety of conversations that soul had engaged in, everlasting moments shared with family, the ability to reach out too current people all can become a hindrance by taking a life. No…

Words 508 - Pages 3

Essay on Reincarnation: Death and Previous Life

after death, reincarnates into another living being. But for Buddhists, there is no eternal “self”, just a “stream of consciousness” that connects life with life. Apart from the religious aspects, the study of parapsychology looks into the scientific reasons reincarnation may be a reality. These studies mainly involved young children, ages 2 to 5, who have memories of former lives, near death experiences, apparitions and after-death communications, out of body experiences, and deathbed visions. These…

Words 1179 - Pages 5

Why We Should Abortion Be Illegal

“The right to life is the first among human rights.” - Pope Francis. The right that shouldn’t be taken from anyone is life, this is especially true when it’s being taken from a innocent and defenseless being. A common debate that today's society often gets caught up in is whether abortion should or should not be legal. Abortion should be illegal. The killing of an innocent human life is inhumane. It can cause psychological damage and even physical harm to the mother involved, not only this but it…

Words 695 - Pages 3

Ray Williams Anti-Intellectualism And The Dumbing Down

with anti-intellectualism”. He then claims that “a whole generation of youth is being dumbed down by their aversion to reading anything of substance and their addiction to digital ‘crap’ via social media”. He backs up these claims with polls and studies; however, a closer examination of those facts and figures reveals that he is off-base on exactly who is to blame for America’s “dumbing down”. The evidence Williams uses is either misleading, does not tell the whole story, or just downright false…

Words 1142 - Pages 5

Essay Capital Punishment (Religious Perspective)

non-strict religious country, if the United States were to uphold to Biblical standards, slavery would never have been implemented in the first place. There are other ways to punish criminals for their heinous choices than by putting them to death. “True life imprisonment is a more effective deterrent than capital punishment. To most inmates, the thought of living a whole lifetime behind bards only to die in a cell is worse than the quick, final terminations of the electric chair or lethal injection”…

Words 1236 - Pages 5

Evolution paper

which described the same idea he had. That then prompted a joint publication of both of their theories. Charles Darwin’s work established evolutionary decent as the dominant scientific explanation of diversification in nature. The beginning of the earth has been a mystery, boggling the minds of the erudite and the simple minded alike for years. The topic of creation vs. evolution has become increasingly controversial. In biology, Darwin’s Theory of Evolution is a change in the genetic material of…

Words 3417 - Pages 14