TruEarth Healthy Foods – Case

Thèmes abordés

Consumers - pizzas - TruEarth

Résumé du document

TruEarth has a change of success, and can attract consumers used to other pizzas (17% of the market could be tapped at the introduction). Their most important target is consumers used to eat refrigerated pizzas (6% of them could be appealed), takeout pizzas (4%) and frozen pizzas (5%). Those consumers have to be appealed by characteristic they do not find enough in those pizzas.

Consumers are not only used to order takeout pizzas (47% of last 10 pizza-eating occasions), they also are used to eat their best pizzas when they takeout them. Take out pizzas have the best image in the market (most convenient for the family, most convenient generally speaking, fresher taste, best variety, ingredient of best quality). This is based on experience of consumers. The TruEarth team has to find a field where they can be more appealing to consumers than takeout pizzas if they want to compete and grow a market for their product.

Extraits

[...] These are characteristics that can be easily mixed with the main factor of success (healthful aspect) and would reinforce it. < number > How do the pizza concept test results (Exhibits 7 and compare with the findings for pasta (Exhibits 3 and Question 3 < number > Pizza concept test results (key elements*) < number > Positive results Negative results Quite satisfactory purchase intent for the target segments « top two » box High « dislikes » rate concerning the price for unfavorable people Good value for mean likeability and mean price market) High « dislikes » rate concerning the price for favorable people Rather good « likes » rates for food qualities (favorable people) Poor enjoyment for the « Whole grain », described in the case as one of the key assets Fairly good « likes » rates for preparation (favorable people) *Neutral results are considered as « not really relevant » for this case study. [...]

[...] < number > Overall taste and whole grain crust: not very attractive, needs improvement < number > Attributes Favorable to Products Unfavorable to Products Overall taste, texture, and quality Improve overall taste/flavor Like the crust 13% Dislike the crust 16% Make the crust more chewy Improving the overall taste and making the crust more chewy will attract more customers, especially those were not in favor of the new product before. Although whole grain crust means that the new pizza is healthier than traditional ones, it tastes less delicious than the latter. And the overall taste was affected. Taste is another important attraction for potential customers. [...]

[...] To achieve that goal, the TruEarth team has to study the figures and analyse them. < number > Analysis of exhibit 6 From exhibit the main conclusions they draw are: TruEarth has a change of success, and can attract consumers used to other pizzas of the market could be tapped at the introduction). Their most important target is consumers used to eat refrigerated pizzas of them could be appealed), takeout pizzas and frozen pizzas Those consumers have to be appealed by characteristic they do not find enough in those pizzas. [...]

[...] TruEarth Healthy Foods – Case November 2013 < number > Forecast of the demand Question 1 < number > Forecast of the demand < number > FORECAST OF THE DEMAND Pizza Pasta TRIAL PURCHASE INTENT Definitely would buy « Definite » purchases Probably would buy « Probables » purchases TRIAL RATE MARKETING PLAN ADJUSTMENT Gross Rating Points ? 800 Projected Consumer Awareness ACV Distribution MARKETING ADJUSTED TRIAL RATE Target Households Trial Households We took the frame of exhibit 5 in order to calculate the forecast for the demand of pizzas. [...]

[...] < number > Analysis of exhibit 6 TruEarth Pizzas have to focus on the healthy characteristics of their pizzas: consumers find refrigerated and takeout pizzas not so healthy, but seem very receptive to the TruEarth Pizza Concept for that matter. Then, according to TruEarth team has to promote this aspect mainly. They can mix this main focus with another characteristic: “for the family”, “good quality”, “easy to prepare”. For those characteristics, consumers seem receptive to the TruEarth concept ( 8.6 / /10 and 7.7 likely as they are for the pizzas they are used to. [...]