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  • TrueEarth Case Study Group 2C

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    Arpit Chugh
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    True Earth Healthy Foods started in 1993 and pioneered healthy, quality pastas. Their major product, Cucina Fresca pasta, was initially very successful due to being first to market, variety of options, filling a gap in the market, and convenience and taste. However, Cucina Fresca sales are now slowing. Research was conducted on developing a pizza product line, finding generally positive reactions but concerns over higher costs compared to maintaining their pasta business. After reviewing competition and market potential, they determined pizza could be successfully launched if they maintain their focus on quality and address pricing concerns to overcome the perceived higher value of pizza products.

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    True Earth Healthy Foods started in 1993 and pioneered healthy, quality pastas. Their major product, Cucina Fresca pasta, was initially very successful due to being first to market, variety of options, filling a gap in the market, and convenience and taste. However, Cucina Fresca sales are now slowing. Research was conducted on developing a pizza product line, finding generally positive reactions but concerns over higher costs compared to maintaining their pasta business. After reviewing competition and market potential, they determined pizza could be successfully launched if they maintain their focus on quality and address pricing concerns to overcome the perceived higher value of pizza products.

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    © All Rights Reserved
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    57 views17 pages

    TrueEarth Case Study Group 2C

    Uploaded by

    Arpit Chugh
    True Earth Healthy Foods started in 1993 and pioneered healthy, quality pastas. Their major product, Cucina Fresca pasta, was initially very successful due to being first to market, variety of options, filling a gap in the market, and convenience and taste. However, Cucina Fresca sales are now slowing. Research was conducted on developing a pizza product line, finding generally positive reactions but concerns over higher costs compared to maintaining their pasta business. After reviewing competition and market potential, they determined pizza could be successfully launched if they maintain their focus on quality and address pricing concerns to overcome the perceived higher value of pizza products.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 17

    True Earth Healthy Foods

    By
    Grou
    p 2C
    Companys Profle Started in Pioneer in Driven by
    1993 by a providing innovative
    young healthy, free will and
    entrepreneu quality and entrepreneu
    r De Rosa tasty pastas rial spirit

    Introduced Their major


    a 60% and successful
    100% product is
    whole grain called
    Pasta Cucina
    Problem?

    Cucina Fresca
    sales are
    slowing, now
    should they
    launch PIZZA
    based
    product or
    not?
    Why did Cucina Fresca
    succeed?
    First Mover advantage
    Variety of choices
    Identifcation of the
    gaps in market
    Convenience in
    preparation
    Delicious compared to
    others in the market
    Great Quality
    Product Development Process
    Idea Generation
    Concept Screening
    Product
    Development and
    Testing
    Quantifcation of
    Volume
    Business Research Methods
    Test Kitchen developed Pizza concept
    They came out with a basic kit with Pizza
    topping options
    BASES I Research: 300 mall intercept
    interviews
    BASES II Research : Line extension study
    In depth concept survey
    Free home trials
    Interviews
    Overview of Basis System
    Pizza vs Pasta
    4.8 billion market 5.5 billion market
    More investment Less Investment
    First mover Huge
    advantage Competitors
    76% positive 33% people with
    purchase intent strong interest
    More pressure on Less pressure on
    recovering cost recovering cost
    Rigazzi
    Launched in 2007
    Focussed on
    traditional pasta
    Competition making techniques
    Offered discounts and
    gift coupons
    Other Competition
    Take out and Frozen
    Pizza
    Alternative
    Our response to the
    competition
    Promotions
    Persistence on Brand Loyality which
    helped retain the market share
    Being the frst mover helped TrueEarth
    gain such market share, It could have
    been practically impossible for them to
    have that without being the frst mover.
    fndings
    Will PIZZA work as good as
    Pasta?
    Lets look at the
    fndings
    Perceived Price
    Value Gap
    Higher for Pizza
    So, Should they
    launch PIZZA?
    Yes, they
    should
    We recommend to
    Launch it immidiatly
    Be cautious of
    competitors pricing
    Make sure to maintain
    the quality as thats what
    we are famous for
    Choose the right size
    Thank You

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