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Harvard Business School Case Study Truearth Healthy

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Harvard Business School Case Study Truearth Healthy
Marketing

IBM 2014-­‐2015

Harvard Business School : Case study

TruEarth Healthy Foods : Market Research for a New Product Introduction

There is many aspects that made the Cucina Fresca pasta successful. Here are some of them : TruEarth Healthy Foods was the first company to launch such a product so they had the advantages of being the first mover. Secondly there wasn’t any strong competitor for this product. And there was a real demand for it. They made a product really healthy and tasty. The product is quick and easy, it means that the instructions are easy to understand. The portions are perfect.

The pizza market is bigger than the pasta market. The pizza market is $5.8B and $4.4B for the pasta market in 2007. The pasta was launched when the company wasn’t known instead of the pizza that was launched after the pasta, so the customers already knew the brand.

The investment made for pizza was much less than for pasta as it was the first product.

For pasta they used formal surveys and for pizza they used concept tests, mall intercepts and interviews of grocery shopper. For the testing of pasta they did it on group and for pizza they distribute sample kits for home trial.

If I take the same percentage I can make a
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