Purpose of this research paper is to find out if company need to launch production of whole grain pizza and to come up with semi-comprehensive marketing plan for this new product. Along with marketing plan we will provide market analysis that shows benefit of launch new product, define our target market and create value for the product.

Market Analysis

The business situation of TruEarth Healthy Foods Company is it faces two challenges now, one is from competitor and another is from itself. Firstly, TruEarth was good at produce Cucina Fresca - a kind of whole grain pasta meal. The revenue was $23 million by the end of 2007. However, growth had slowed in 2008 as competitor (Rigazzi) began offering similar products. Secondly, the Truearth faces a threat that is it only produces one kind of product. If Truearth cannot keep advantage in the market of whole grain pasta, then the company will be in a very disadvantageous position.

Our purpose in this case is to help TruEarth to launch a product and provide a marketing plan. The whole grain pizza is a potential product that TruEarth is considering to launch in the future.

Based on the pasta’s data, we can get the trial rate of pizza is 27.3 %(definitely would buy 18% times actually buy 80% plus probably would buy 43% times actually buy 30%). Customers Awareness is 16.2%(11% tried product times 50% customer awareness plus 89% un-tried product times 12% non-customer awareness). So the Marketing adjusted trial rate equal to 1.7%(27.3%*16.2%*40%), then the trial household is 1.04MM(58.5MM*1.7%).

The Eckstein estimated that wholesale volumes needed to exceed $12 million to meet the company’s return requirement. So the estimated revenue will be 1.04MM times $12.38 and equal to $12.8 million. This is just an estimated number.

On the concept of other data, the mean price of refrigerated pizza is $10.09; frozen