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    Truearth 2

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    Mathan Anto Marshine
    TruEarth Healthy Foods launched their successful Cucina Fresca pasta line in 2006, tapping into the growing demand for convenient and healthy home meal replacements (HMR). Cucina Fresca succeeded due to being a first mover with no strong competitors in the healthy pasta space, meeting unmet consumer demand for healthier and tastier pasta options. While considering expanding into the pizza market, TruEarth analyzed strengths like their brand awareness and the large pizza market size, as well as weaknesses such as the popularity of competing categories and the perceived lack of taste and high price of their products. They forecasted demand and considered opportunities and threats from competitors like Ragazzi in their decision to launch a pizza line.

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    Truearth 2

    Uploaded by

    Mathan Anto Marshine
    417 views11 pages
    TruEarth Healthy Foods launched their successful Cucina Fresca pasta line in 2006, tapping into the growing demand for convenient and healthy home meal replacements (HMR). Cucina Fresca succeeded due to being a first mover with no strong competitors in the healthy pasta space, meeting unmet consumer demand for healthier and tastier pasta options. While considering expanding into the pizza market, TruEarth analyzed strengths like their brand awareness and the large pizza market size, as well as weaknesses such as the popularity of competing categories and the perceived lack of taste and high price of their products. They forecasted demand and considered opportunities and threats from competitors like Ragazzi in their decision to launch a pizza line.

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    Truearth case analysis 3

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    TruEarth Healthy Foods launched their successful Cucina Fresca pasta line in 2006, tapping into the growing demand for convenient and healthy home meal replacements (HMR). Cucina Fresca succeeded due to being a first mover with no strong competitors in the healthy pasta space, meeting unmet consumer demand for healthier and tastier pasta options. While considering expanding into the pizza market, TruEarth analyzed strengths like their brand awareness and the large pizza market size, as well as weaknesses such as the popularity of competing categories and the perceived lack of taste and high price of their products. They forecasted demand and considered opportunities and threats from competitors like Ragazzi in their decision to launch a pizza line.

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    417 views11 pages

    Truearth 2

    Uploaded by

    Mathan Anto Marshine
    TruEarth Healthy Foods launched their successful Cucina Fresca pasta line in 2006, tapping into the growing demand for convenient and healthy home meal replacements (HMR). Cucina Fresca succeeded due to being a first mover with no strong competitors in the healthy pasta space, meeting unmet consumer demand for healthier and tastier pasta options. While considering expanding into the pizza market, TruEarth analyzed strengths like their brand awareness and the large pizza market size, as well as weaknesses such as the popularity of competing categories and the perceived lack of taste and high price of their products. They forecasted demand and considered opportunities and threats from competitors like Ragazzi in their decision to launch a pizza line.

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    TRUEARTH HEALTHY FOODS

    ANAND SHANKAR V RAJIV RAJENDRAN SAHIL KHANNA DONA ANNA CHERIAN AKHL CHOPRA DHWANAY SHAH NITESH GARODIA SNEH BARATIA PARITA JAVERI

    TruEarth Healthy Foods


    Started in 1993, by an entrepreneur DeRosa Pioneers in providing quality, healthy and authentic pastas Driven by innovative free willing and entrepreneurial spirit Introduced a 60% as well as 100% whole grain pasta Cucina Fresca which was a great success

    About Cucina Fresca Pasta


    Launched in 2006
    Tapped the growing demand for healthy HMR efficiently

    Only one strong competitor Choices of pasta & sauces Single meal for 2 $35 million sales - 2007

    1. Why did Cucina Fresca succeed?


    First Mover Advantage No strong player Unmet demand Healthier and tastier than competitors Quick, easy instructions, proper proportions, and suggested add-ons Aggressive competition to Rigazzi

    2. Product Development Process

    STAGES

    For Pasta

    For Pizza

    Idea Generation

    Tapping the quick HMR market , need for healthy tasty whole grain options Formal surveys like mall intercepts

    Threat by competition in pasta segment, large pizza market, health trend Concept tests, Mall intercepts, interviews of grocery shopper Home Trial through sample kits and taste tests.

    Concept Screening

    Product Development and Testing

    Convenience and Variety and Testing through Focus Groups without actual taste tests

    Quantification of Volume

    Customer Awareness & Interest. Estimated sales required: $14 million

    Customer interest and quantification of estimated sales and repeat sales. Estimated sales required - $12 million

    3. Market Opportunity for PASTA versus PIZZA


    PASTA
    Market-$4.4 billion in 2007 Launched as a new brand Cucina Fresca Is considered as a MEAL Perceived price value gap was lesser

    PIZZA
    Market-$5.8 billion in 2007 Brand awareness already created due to Cucina Fresca Is considered as an INDULGENCE Perceived price value gap was higher

    4. Demand Forecast

    SWOT
    STRENGTH
    First Mover Advantage Favorable quantified estimates Brand awareness of TruEarth and Cucino Fresca Large pizza market Health trend

    WEAKNESS
    Popularity of competing categories Perceived lack of taste Expensive- as per study

    OPPORTUNITIES
    Convenient health trend Chance of lessening use of substitutes (Ex.6) No large player at the moment

    THREATS
    Ragazzi New pizza concept test done. BASES tests might be proved wrong leading to business risk.

    Our Recommendation

    Launch Pizza line immediately Revisit the price of the pizza kit Market it competitively

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