Market Research for a New Product Introduction Introduction s saw an increasing account of dual income households in America. DeRosa founder of TruEarth started the company to take advantage of the opportunity and sell ready to eat healthy gourmet meals to the rising middle class. TruEarth launched Cucina Fresca, its gourmet pasta range which was an instant hit in the market. It now deliberates over launching a healthy ready to eat pizza range.
Instructions for the Final Exam: You should not discuss this case with anyone, the final exam must be completed individually. The final is due before the deadline indicated on the course calendar. You may submit your final early, but no late submissions beyond the grace period will be allowed.
Follow the same formatting instructions that we have been using all semester. There is one exception. For the final, you are limited to six pages of text rather than the usual two page limit. You are still allowed appendices to show your calculations beyond the the six pages of text. Your solution to the case needs to be internally consistent.
Your recommendations should logically flow from your analysis. Use the four extra pages that you have to explain your analysis and explain how your recommendations are based on that analysis.
Any questions about the final should be posted to the Final Exam Discussion Forum by the deadline on the course calendar. Those inquiries should be limited to 1 clarifications of the case questions, 2 terms in the case, or 3 instructions for the final.
The exam is a test of your ability to apply concepts that you have learned over the course of the semester. You should not ask questions about the specifics of your own analysis.
Do not post parts of your analysis to the discussion board and ask if it is correct. You should not ask where in the case you can find the data that you need, or how to complete the calculations.
Good luck on your new position! Current Situation 4 points possible Why was Cucina Fresca pasta successful? How would you compare the pizza opportunity to that for pasta?
How would you compare the actual product development process for each? Forecast 4 points possible Using the forecast model for pasta shown in Exhibit 5, what is your forecast of demand for pizza? Consumer Perceptions 4 points possible What can the TruEarth team learn from Exhibit 6 about how consumers view pizza?
Marketing Research Results 4 points possible How do the pizza concept test results Exhibits 7 and 8 compare with the findings for pasta Exhibits 3 and 4?
First Mover Advantage 4 points possible Is there a first-mover advantage in pizza similar to fresh pasta? Interest in Pizza 4 points possible How do you interpret the findings in Exhibits 9 and 10 to evaluate interest in pizza?
Recommendation 6 points possible Would you launch the pizza? Describe your strategy giving consideration to all parts of the marketing mix. Be specific and complete. Again, describe your strategy giving consideration to all parts of the marketing mix.
In all areas of your analysis, you should use a balance of qualitative and quantitative analysis. Click here to order this paper EssayWritersbay.-Actual pizza kits were distributed in the case of the pizza initiativeblog.com: EXHIBIT 3,4, Table A for second and third stage stage and EXHIBIT 5 for final stagePIZZA: EXHIBIT 6,7,8 for second stage, 9 and 10 for home trial.
Truearth Healthy Foods 1. Demand Forecast 9. Case: TruEarth Healthy Foods Your case report should discuss the following issues: 3.
What is your forecast of demand for Pizza (show your calculations)?
4. What is consumers’ interest in the Pizza concept? can generate creativity and bring-multiple perspectives to the solution. Abstract of Case Study for TruEarth Healthy Foods: Market Research for a New Product Introduction (Brief Case): Topics covered include: consumer marketing, market research, new product introduction, and quantitative analysis.
TruEarth Healthy Foods, a maker of gourmet pastas, sauces, and meals, wants to build on its successful introduction of fresh whole grain pasta by introducing a similar product . truearth harvard case solution. Guardar. Truearth Healthy Foods. para más tarde. in determining its probability for initiativeblog.com management now wants to adopt a similar approach with the whole grain pizza concept and feel that their established consumer base and brand image will help them in penetrating the market.
TruEarth. The following forecast analysis shows whether or not the TruEarth pizza should be launched Demand Forecast 80% of those who claim they “definitely would buy” and 30% of those who stated they “probably would by” would actually complete a purchase, resulting in a 24% and a 37% trial rate for non-consumers and TruEarth costumers.
However, for the taste attributes which include “comes in a variety I like” and “would taste fresh” the takeout pizza scored the highest and refrigerated pizza the lowest and for the quality attributes, both takeout and TruEarth pizza scored high for the quality of ingredients, while TruEarth pizza marked the highest for healthy.