An English-language PDF of this Brief Case in an academic course pack will allow the students with the opportunity to buy an audio form as well.Topics of interest detailed include: consumer marketing, market research, new product launches, and quantitative analysis. TruEarth Healthy Foods, a producer of epicurean pastas, sauces, and meals, wants to develop its popular launch of fresh whole grain pasta with the introduction of a pizza product that is based on the same concept. The market is full of competitive players, and in order to build competitive edge, TruEarthseeks to put an action in motion quickly and with determination. The firmcarries outin depth market research, initially making use of the focus group strategy to run a trial of the concept and then conduct follow-ups for home based run-throughs. Role-playing as brand managers, students will be required to finish a quantitative assessment of the present information data to predict the sales amount for pizza and then determine whether to introduce the new product to the consumers.
Sensitivity Analysis for 5-15 % penetration of Cucina fresca pasta
1. 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?
2. Using the forecast model for pasta shown in Exhibit 5, what is your forecast of the demand for pizza?
a. Look for data in Table B and Exhibit 7, and use the excel sheet.
b. Take into account the significant difference in the “likeliness to buy” results for pasta customers and non-customers. Actual penetration of the Cucina Fresca parent brand may range from 5% to 15%, so sensitivity analysis will be useful.
3. What can the TruEarth team learn from Exhibit 6 about how consumers view pizza?
4. How do the pizza concept test results (Exhibit 7 & 8) compare with the findings for pasta (Exhibits 3 & 4)?
5. Is there a first-mover advantage in pizza similar to fresh pasta?
6. How do you interpret the findings in Exhibits 9 & 10 to evaluate interest in pizza?