Awareness | | purchase assumption | | | | Target HH | 58,800,000 | units per purchase | 1.25 | | | Cucina Fresca Cust- med pen | 11% | average spend | $ 12.38 12.38 | | | Cust Awareness | 50% | repeat purchase | 2 | | | Non Cust Awareness | 12% | | | | | AVC | 40% | repeat transaction amount | 1.25 | | | Cucina Fresca Cust - low pen | 5% | Repeat rate by scen. | | | | Cucina Fresca Cust - high pen | 15% | Mediocre | 21% | | | | | Average | 37%
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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
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藉由收集資料以及合理推測，先將TruEarth公司內部經營的情形與美國Pasta相關消費者的情況做一個了解後可以發現… * TruEarth:， 公司於1993年成立，加上創辦人DE Rosa年輕創業 | 是一間能讓消費者感覺年輕氣息的公司，專為出產麵食和醬汁，產品傳遞健康卻又能兼顧美味的訊息給民眾。 | Product line: | 1. standard pastas 2. whole grain pastas 3. tomato-based sauces 4. refrigerated fresh pastas 5. pastas with blended ingredients | 發展位置 | 為美國中部但Rigazzi比TruEarth更靠近五大湖區 | * 美國情形: 由美國人口調查局的資料，下表內容為美國個人收入和美國家庭收入，因為雙薪家庭的消費需求特別符合冷凍冷藏的加工產品，因為父母均有工作，生活忙碌，用餐時希望能夠得到快速又美味的Job to do.而又有一文章顯示: Among married-couple
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and was perceived more tasty and healthy than competition. * Demand for refrigerated fresh pastas was growing faster than dry pastas. * The size of the package had the right portion of pasta and sauce making it convenient to cook. * TruEarth enjoyed the first mover advantage in market. * Cooking the pasta was quick and easy. Each package recommended the best sauce option. The consumer did not have to do any guess work. * The package came with instructions to customize the meal
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TruEarth Healthy Foods Market Research for a New Product Intro – Case Assignment Questions Junai Ali Why was Cucina Fresca pasta successful Cucina Fresca pasta was very successful due various reasons: * Shorter cooking time, * perception of quality of food ( no unhealthy carbs), * first mover advantage, * variety of choices, * Right size portions, * Simple instructions for preparation. * Taste How would you compare the pizza opportunity to that for pasta
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Truearth Healthy foods: market research for a new product introduction Why was Cucina Fresca pasta successful? How would you compare the pizza opportunity to that for pasta? Cucina Fresca pasta was successful due to following reasons * It had a shorter cooking time as it came in fresh form and not the dry ones. * The consumers perceived it to be a healthy food because it was available in wholegrain and multigrain varieties. There was increasing awareness. * They had initiated the product
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TruEarth’s dilemma to launch a new pizza product TruEarth, maker of gourmet pastas, sauces and meals, has successfully launched a new product named Cucina Fresco in 2006 and took the first mover advantage in healthy food industry. Although Cucina Fresco led to TruEarth’s great success, it doesn’t promise TruEarth a long-term profit due to intense competition. Truearth has gradually lost its market share to Rifazzi after Rifazzi’s introduction of its whole grain fresh pasta in late 2007. Identifying
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GEMP - TruEarth Caso de estudo Introdução A TruEarth é uma empresa que produz diversos produtos gourmet, como pastas, molhos e refeições completas. Criada em 1993 por Gareth DeRosa, em St. Louis, ganhou expressão rapidamente no mercado das refeições prontas. Sucesso e Cucina Fresca Introduzindo no mercado a Cucina Fresca, em 2006, a TruEarth teve aí, o seu produto mais bem sucedido até à data. Razões para o sucesso da Cucina Fresca: ● Inexistência de produtos semelhantes no mercado
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TruEarth Case Analysis There are various objectives facing the decision maker of TruEarth foods. It is vital to have set objectives before launching a product or even a brand. There needs to be a clear vision of where the company will be in the long and short term, as well as objectives on how TruEarth will run its business and market its products. The main objectives TruEarth needs to focus on are: project objectives, company objectives, personal objectives; long-term versus short term and also
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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
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