TruEarth Healthy Foods: Market Research for a New Product Introduction Cucina Fresca is a quick home meal replacement product from TruEarth, an Italian food company which focused on whole grain pasta. Isabel Eckstein, TruEarth brand manager was pondered whether to launch its Pizza kit product as a product line extension of Cucina Fresca and if it worth to launch at what volume would be. TruEarth Experience with Pasta Product - Before launching its product,TruEarth conducted kitchen test which
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Isabel Eckstein strode toward her office, inhaling the aroma from the test kitchen where the product development team was trying new recipes for TruEarth, maker of gourmet pastas, sauces, and meals. Her team had been working hard for the past year on a fresh whole grain pizza. The final market research results had arrived, and it was time to make a decision on launching the product. In 2006, Eckstein, a brand manager, had led the introduction of Cucina Fresca, a fresh whole grain pasta meal kit
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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
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Exhibit 2: Whole Grain Pizza Concept Purchase Volume Estimate, Year 1 (Excellent) Total Purchase Intent Definitely would buy 18.00% % of “Definites” who actually buy 80.00% “Definite” Purchases 14.40 a %Probably would buy 43.00% % of “Probables” who actually buy 30.00% “Probable” Purchases 12.90 b % Trial Rate 27.30 c % Marketing Plan Adjustment Target Households 58,500,000Cucina Fresca Pasta Customers 6,435,000 d Non- Cucina Fresca Pasta Customers 52,065,000 e Customer
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TruEarth Healthy Foods CASE STUDY 1. Read, reflect on and analyze the company situation within the context of a changing wine industry. 2. Think about an outline all of the external, internal, competitive, market, and consumer factors, changes and trends affecting Mondavi in their business model. 3. Analyze Mondavi on the industry using the tools you now know of, such as SWOT analysis, factor analysis, competitive matrices and Porter's five forces. What are your conclusions about competitive
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Case Study TruEarth By Michele McKimmy Marylhurst University July 5, 2012 Professor S Abstract In the fight for competitive market share it is important for a company to bring new product to the market. TruEarth Healthy Foods, a maker of 100% whole grained gourmet Italian meals achieving great success with Cucina Fresco pasta, observed a decline in market share due to competitors offering like products. The company looking for new venues looked into launching a new fresh made pizza
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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
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all categories (take-out pizza with 8.9 out of 10 points, refrigerated pizza with 7.1 points, and TruEarth new concept with 8.6 points). Therefore, under the assumption that the typical family size starts with 2 people and then increase, the pizza kit size is properly oriented (servings for 2 to 3 people). However, average respondents also considers convenience is as a major attribute, and TruEarth pizza scores lower than take-out pizza and equals refrigerated pizza, since customers will need time
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photocopied, or otherwise reproduced, posted, or transmitted, without the permission of Harvard Business School. V. KASTURI RANGAN SUNRU YONG TruEarth Healthy Foods: Market Research for a New Product Introduction Isabel Eckstein strode toward her office, inhaling the aroma from the test kitchen where the product development team was trying new recipes for TruEarth, maker of gourmet pastas, sauces, and meals. Her team had been working hard for the past year on a fresh whole grain pizza. The final market
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Alex Calkins Page 1 PROBLEM STATEMENT TruEarth has developed a frozen pizza product, but the brand manager and other executives are struggling with the decision to launch the product or not. Poor forecasting in the past has lead TruEarth to misstep with previous product launches; judging the
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