Case Paper for Truearth Essay Example

product.

Despite the fact that competitors like Nestle & Kraft have gained some presence in the pizza market and are experiencing success, Cucina Fresco (TruEarth's) brand image is already established and recognized by customers, adding value and delight from the pasta market. This gives the pizza from the same brand a competitive advantage and should be considered a strength when exploring launch options. TruEarth successfully entered the whole grain pasta market by strategically targeting an untapped segment and offering a tastier pizza compared to others, resulting in great success. Similarly, for their whole grain pizza, they should strive to create a unique and equally delicious taste to outperform existing players in the market and carve out their own domain, capturing a significant share of an untapped segment. The case study utilizes research data to forecast TruEarth's pizza volume. The company estimates volume using a combination of high-level analysis and intuition; however, these projections often differ from actual market performance.

In this case, it is not possible to determine the exact volume. However, we can make inferences from Table B on page 7, which provides estimates of typical awareness and purchase behavior. Cucina's Fresca pasta has approximately 13% penetration, while the BASES study suggests that 11% of the target population tried TruEarth's products last year. Therefore, we can reasonably conclude that the volume forecast for TruEarth Pizza will fall within a realistic range of 5% to 15%. It is understood that sensitivity testing within this range will be necessary for pizza volumes. Is there a first-mover advantage in pizza similar to that in fresh pasta? Certainly! TruEarth is fairly new to the whole grain market, with Nestle and

Kraft not being players in this market. As a result, TruEarth will undoubtedly have a competitive advantage as the first mover and introducing a unique tasting pizza will allow them to capture a niche segment.

Should TruEarth launch the Pizza?

There are several reasons to consider. First, looking at Rigazzi's success, it is clear that TruEarth must act quickly. TruEarth has already demonstrated their capability with pasta and has great potential to do the same with pizza.

Surveys have shown that people enjoy eating pizza if it is healthy, and incorporating whole grains into the recipe will make it highly appealing. Therefore, it is essential to launch the pizza as soon as possible. Time is of the essence.

Additionally, TruEarth has already received a positive response from consumers and has a well-planned marketing strategy in place. It will be crucial to reflect on the lessons learned from this case in terms of business and marketing.

After carefully reading and analyzing the entire case, it becomes evident that taking advantage of being the first mover is crucial. The case teaches valuable lessons on implementing research and development processes, including idea generation, concept screening, product development and testing, and quantification of volume. Additionally, the case highlights the importance of market forecasting methodology, which involves gathering data on consumer response to new product concepts and ensuring they align with marketing plans. Adjustments based on empirical consumer data are then made to accurately predict sales volume for subsequent years.

Recommendations:

• It is important to note that customers who have already tried the fresh pasta are more likely to be aware of the pizza product. A significant number of these customers (109 out of 168) have
  

expressed a "favorable" intent to purchase during a home trial. Exhibit 6 Mall intercept data reveals that consumers perceive the usage attributes, taste attributes, and quality attributes of our pizza to be superior to take-out and refrigerated pizzas. It is crucial to be aware of competitors, shifts in trends, and the economy.