TruEarth

The Plan
Expansion into refrigerated pizza market The strategy and volume for the new product

Problems
Stiff competition from competitors, mainly from Rigazzi Target market still not identified Ensure whole grain crust has good taste for consumers

Current biasness against pizza as an unhealthy product, will dwindle estimate sales figures

Marketing Strategy
Launch the product as an experiment for a quarter (3 months) and based on the results, plan future potential of market

Sampling the product at places where target market is most active Coupons to be added in already circulated TruEarth brands eg , Cucina Fresca Pasta

 Advertisements should be based on what they did for Cucina Fresca

Recommended strategy
Strategy 1: Market the product as a part of the Cucina Fresca brand Strategy 2: Market it as a new product line to give it an independent brand equity

Strategy 1: Market the product as a part of the Cucina Fresca brand

Pros Strong market position as it comes under a strong brand umbrella Easily promotable to current and future consumers Cons If the product fails, it will jeopardize the brand quality of Cucina Fresca

Strategy 2: Market it as a new product line to give it an independent brand equity

Pro More focused and innovative ways of promotion and product development can be used Gold mine waiting to be tapped, pizza consumption an integral part of American diet Can be mass marketed to all demographics if well received Cons New untried product, uncertainty in response Current biasness against pizza as an unhealthy prodcut