Marketing Research TruEarth Healthy Foods Market Research for a New Product 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? in the 1990s, there was an increased demand for "home meal replacement" with increase in dual-income households, time poverty and a desire for variety and freshness in ready to eat foods. The awareness of importance of whole food grains in the diet as well as inclination towards semi-prepared food products also contributed towards the success of the Cucina Fresca pasta. The above provides a comparable opportunity for fresh refrigerated pizza kit with whole grain crust. Moreover, the market for pizza is bigger than that for pasta and hence pizza presents a better opportunity than pasta for TruEarth. TruEarth started out as a small company and regularly introduced new products on trial basis. The product development was informal and intuitive. As the company grew, achieved scale and started serving larger regional account, the company developed a formal 4 step process for product development.
Case | HBS Case Collection | December 2009
TruEarth Healthy Foods: Market Research for a New Product Introduction
by V. Kasturi Rangan and Sunru Yong
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 concept for pizza. In an increasingly competitive market, TruEarth is focused on beating its competition and wants to act quickly and decisively. The company conducts extensive market research, first using focus groups to test the concept and then following up with take-home trials. Acting as brand managers, students must complete a quantitative analysis of the available data to project the sales volume for pizza and then decide whether to bring the new product to market.
Keywords: Market research; Consumer marketing; Brands; Food; Marketing Strategy; Consumer Behavior; Forecasting and Prediction; Product Launch; Brands and Branding; Retail Industry; Food and Beverage Industry;