Truearth healthy foods
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Truearth healthy foods
- 1. TRUEARTH HEALTHY FOODSANAND SHANKAR V RAJIV RAJENDRAN SAHIL KHANNA DONA ANNA CHERIAN AKHL CHOPRA DHWANAY SHAH NITESH GARODIA SNEH BARATIA PARITA JAVERI
- 2. 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
- 3. 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
- 4. 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
- 5. 2. Product Development Process
- 6. STAGES For Pasta For Pizza Idea Generation Tapping the quick HMR market , need for healthy tasty whole grain options Threat by competition in pasta segment, large pizza market, health trend Concept Screening Formal surveys like mall intercepts Concept tests, Mall intercepts, interviews of “grocery shopper” Product Development and Testing Convenience and Variety and Testing through Focus Groups without actual taste tests Home Trial through sample kits and 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
- 7. 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
- 9. SWOT • First Mover Advantage • Favorable quantified estimates • Brand awareness of TruEarth and Cucino Fresca • Large pizza market • Health trend • Popularity of competing categories • Perceived lack of taste • Expensive- as per study • Convenient health trend • Chance of lessening use of substitutes (Ex.6) • No large player at the moment • Ragazzi – New pizza concept test done. • BASES tests might be proved wrong leading to business risk. STRENGTH WEAKNESS OPPORTUNITIES THREATS
- 10. Our Recommendation • Launch Pizza line immediately • Revisit the price of the pizza kit • Market it competitively
Editor's Notes
- Types of pastas- cut: ravioli, tortellini, linguine, The pack included pasta as well as sauces It came in smaller packages unlike other existing pastas.
- Since it went first, it was able to grab large market share. 3. Unmet demand of convenient as well as healthy food option Read PAGE 5 5th para for detailed reasons for product success 4. It was healthy as it was a wholegrain pasta, it was also tasty unlike other competing products
- 3rd stage: Major Difference- No actual pasta taste test was conducted for the BASES research for the estimation of sales and repeat sales. -Actual pizza kits were distributed in the case of the pizza line. PASTA: EXHIBIT 3,4, Table A for second and third stage stage and EXHIBIT 5 for final stage PIZZA: EXHIBIT 6,7,8 for second stage, 9 and 10 for home trial.
- 3. Since pasta is considered a meal, health is more important there but since pizza is an indulgence, people would always choose taste against just health. 4. Exhibit 4 (PASTA) – only 8% felt that it was too expensive; Exhibit 9 shows 26% of favorable customers asking for a price reduction Thus, for the pizza eaters it made more sense to eat the tastier and fresher takeout rather than a healthy probably less tasty pizza
- If we don’t Ragazzi will come out with it, and we will lose the first mover advantage Price could be revisited up to 10% keeping in mind required sales of $12 million Market it using strong points against takeout and refrigerated normal pizza