TruEarth Healthy Foods

Market Research for a New

Product

( Group 1)
Meet the
Abhijeet Albal - 01
Team Balasingh Nadar- 22

Sejal Surve- 47

Pooja Bhatia- 82
Company Overview
01 Established in 1993

02 Emerged as Pioneers

03 Entrepreneurship

04 Future expansion
01 Home Meal Needs

02 Research Findings
Product
03 Revenue Generation
Information
04 Market Leader
Product development process

Idea Generation Concept Screening

Brainstorming session within the Formal surveys to study the Probable
organization Purchase behavior and Monitory limit

Product development and tasting Quantification of Volume

Prototype products tasted through To gauge consumer awareness and
Focused groups interest
 Market Trends
Home Meal Replacement
Attracted families where both partners are employed
and had less disposable time.
Preferred to be better than unhealthy carryout and
fast food.
Provided home-cooked meal experience

Refrigerated Fresh Pasta Whole Grain Foods

Perceived to be tastier than dry pasta. People's attitudes about healthy food choices
Technical innovation in packaging allowed smooth improved.
distribution. Avoiding bad carbohydrates was trendy
-Annual sales grew to $4.1 billion in 2004 The drawback of wholegrain foods was that they were
less appetizing.
-
Market Research:
Cucina Fresca

Launched Third quater of 2006

Unique Selling
Fresh whole grain pasta
Proposition (USP)

Through survey it was found 85% believed in the concept of fresh whole grain pasta was new.
76% of respondents replied that they would definitely or probably buy.
Market Study
The market research team estimated a 3% trial rate through the market analysis calculation.
Analysis
Further, the forecasting of sales estimated that $21 million to $37 million of sales based on the
product acceptance.
The company had to perform the sales of $14 million in the first year to recover the amount
invested
Cucina Fresca was rolled out in the third quarter of 2006 and did $18 million in sales in the first
year and $35 million in 2007.
Competitive Rigazzi Brands
Introduced its own whole-grain

Threat
fresh pasta in 2007

Marketed themselves that they

Unique Selling followed traditional pasta-
Proposition (USP) making techniques and used
vintage Italian equipment

- Similar Product Lines

- Fight for SHelfs
Threat Involved - Targeted high-priority city
- Offered high-value coupons.

- First Mover Advantage

Advantage Over
- Established brand in the market
Competitor with adequate market share.
Whole grain pizza
TruEarth Healthy Foods has identified the store-bought refrigerated
pizza market as highly potential ($5.8B, comparing to $4.4B of
refrigerated paste market). The company conducted market research for
this new product line but they haven’t reached the final decision yet. Also,
the pizza market as a whole is highly competitive with huge players that
offer low-cost frozen pizza.
Conclusion
Thank You