...TruEarth Healthy Food Case Study Introduction to the case Company’s background TrueEarth was founded in 1993 in St.Louis ,Missouri, by Garreth Derosta a young entrepreneur . They offered high processed gourmet (focus on whole grain products offering both 60% and 100% whole grain pastas-cucina Fresca) authentic with great quality . Their product line was: Standard pastas Whole grain pastas Tomato based sauce Refrigerated pastas Pastas with blended ingredient The concept was successful ,and truEarth became a supplier to a number of gourmet groceries throughout the Midwestern United State by 1998 ,the Company had built a loyal regional following .Responding to Customer demand ,the company raised consumer awareness through several promotional programs using coupons ,magazine advertisement ,and in-store demonstrations. Product Development process: In its early years ,truEarth’s product development was informal and largely driven by intuition .the team enjoyed experimenting with new products and limited edition variations on a core recipes and batch process used to manufacture most products made it easy to experiment without affecting overall production. But as time passed the company underestimate the appeal of hit product and find itself struggling to keep up with the demand. The company’ research and development Idea generation Concept searching Product development and testing Qualification of volume About Cucina Fresca The cucina Fresca line was...
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...Universidad San Francisco de Quito Juliana Daza S. 00108712 Abril 2015 Caso #1. TruEarth Healty Foods: TruEarth es una compañía americana formada por Gareth DeRosa, un joven que buscó enfocarse en la producción de pastas saludables, con un alto nivel de calidad, se produce una gran variedad de pastas. Adicionalmente realizan sus pastas de tomate con productos 100% naturales para que así los clientes consuman productos sanos, y saludables. A raíz de esto, la compañía tuvo un alto nivel de reconocimiento favorable por parte de sus consumidores, ya que se sabía que los productos realizados por TrueEarth eran saludables, sabrosos y no tenían tantos ingredientes artificiales o que perjudicaran la salud del cliente. La compañía sabia de su éxito y por esta razón lanzaban productos sin un previo estudio, sino que se dejaban llevar por su intuición, esta estrategia les funcionó por un tiempo ya que sacaban al mercado productos de “edición limitada” todo con el fin la posible acogida que podría tener el producto. Al hablar de su cadena de distribución, ellos distribuyen principalmente a mercados de cadena, pero también a mercados minoristas, al ser una de las empresas pioneras en el mercado de pasta sana le brinda un liderato a TruEarth. Actualmente la gente se está preocupando de manera notoria por comer de manera sana y saludable, y dejar a un lado la comida chatarra, es por esto que TruEarth es favorecido actualmente debido a su reconocimiento la demanda de estos productos...
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...Q1 Tribe: “Salubrious cognizant Moms” The Salubrious Cognizant Moms consists of a network of homogeneous and systemic people linked by a shared passion towards a cultural and choice based belief. The psychological characteristics of this tribe are organized, picky, health conscious, social and radical. They believe in healthy eating, taste conscious and concerned about what they eat. The tribe members are family loving, educated professionals with very disciplined lifestyle. Salubrious Cognizant Moms are very busy professionals but insisted on eating at home and cook their food to their taste and were conscious about ingredients in the food being consumed by their family. The culture-based characteristics of the Salubrious Cognizant Moms include moderate to high power distance with conservative behaviours. Among these families women usually makes grocery decision and checks the price, ingredients and nutrition value for everything they buy. Due to school going children in the family taste is of paramount importance. The members of Salubrious Cognizant Moms passionately demonstrate family orientation, health consciousness and will carry that in all walks of their lives from workplace to home. They are generally women but there are exceptions where male head of the family goes for groceries and makes buying decision. They have very high uncertainty avoidance values and are not comfortable with uncertainty they seek better value proposition with optimized price, value and nutrition...
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