Truearth Case

2136 Words May 12th, 2011 9 Pages
Executive Summary
TruEarth is faced with a dilemma on whether or not to launch the new whole grain pizza product. This case has analyzed the marketing survey data and provided full alternative solutions. The calculated projected retail market of $21 to 30 million dollars will meet the business requirements to proceed with this project. The marketing plan is to focus on two key consumer groups: existing TruEarth customers and new health conscious group that may or may not be existing pizza eaters. From this strategy, it is expected to meet on the higher end of the projected retail market. A side benefit is the added penetration of TruEarth brand name to the overall consumer market, which may benefit the whole grain pasta product.
…show more content…
This preliminary research prompted TruEarth to proceed to BASES II analysis. From exhibit 8, one can easily extract a 60% overall favorable appeal for TruEarth at mall intercept. The top 5 attributes are freshly made and dated, can purchase all items in one place, can buy toppings separately, TruEarth brand name, and looks appetizing. Among the top 5 attributes, the only long term differentiator is TruEarth brand name, while the remaining 4 are either standard market practice or attributes that can be imitated relatively easily. The top dislike attribute for favorable to concept is retail price is too expensive. This can have a large impact on repeat purchaser. The top 3 attribute for unfavorable to concept are limited selection, too expensive, and freshly made and dated. This is an alarming concern as TruEarth does not have a lot of levers to pull on to convert these unfavorable consumers to like the product. From exhibit 9, the data shows market response to the 168 consumers after home trial. 65% of the respondents were favorable to the concept. The top 2 attributes are like the sauce and like the fresh ingredients. The same group commented on the need to lower price as suggested improvements. Conversely, the 35% of the respondents that are unfavorable to the concept was concerned about the price of the product and the perception that this product is more expensive than takeout. The top improvement ideas from this group were lower price and overall

More about Truearth Case

Open Document