Market Research for a New Product Introduction by the TrueEarth Healthy Foods

This report discusses the market research conducted by TrueEarth Healthy Foods for the introduction of a new product, the whole grain pizza. It includes objectives, research questions, justification, literature overview, marketing strategies, and recommendations.

MARKET RESEARCH FOR A NEW PRODUCT INTRODUCTION BY THE TRUEARTH
HEALTHY FOODS
NAME:
TASK: PROPOSAL
Table of Contents
Introduction......................................................................................................................................2
Objectives........................................................................................................................................3

Research questions...........................................................................................................................4
Justification......................................................................................................................................5
Literature overview and framework................................................................................................5
Theory and framework concept.......................................................................................................5
Marketing strategies.........................................................................................................................7
Recommendation and conclusion....................................................................................................8
References......................................................................................................................................11

Introduction
TrueEarth had became the center of competition despite it being a much smaller company compared
to Nestle and craft, it had succeeded in meeting the market demand of healthier foods it produced- the
Cucina fresca pasta an Italian dish (Slater, Hult and Olson 2010). The company had a tendency of
capturing the first move advantage and these made it stay on top of other companies. Competition
being one of the risks that every business enterprise face, be it the present or the future, TruEarth was
an exception and indeed, Eckstein, a branch manager led the introduction of Cucina Fresca in 2006
and the product was not only popular but had great sales by the time it was 2007 (Albuquerque and
Bronnenberg 2009).
. However, other companies started producing the same product fostering a great competition.
Therefore in 2008, the sales reduced drastically and this brought about tension in the company so they
decided to invest heavily on their pizza offering. (Marketing by numbers 2013)
Such a challenge of competition is common and if for a successful company, challenges are always
welcomed meaning opportunities to come up with new ideas of new products is found. On the other
hand if the company, businesses and enterprises do not support their vision indirectly, they accept
challenges meaning they sit back feeling defeated whenever a small issue crops up (Sheehan 2014)
.TruEarth did not just sit back but they worked on developing a new product that is the whole grain
pizza and since the market results for pizza were out, they had a task of deciding if they will launch it.
Considering how competitive Cusina Fresca pasta had becoming in market leading to very law sales,
launching of whole grain pizza was the best solution so far (Kim, Min and Chaiy 2014). The choice
TruEarth has to make between launching the fresh whole grain pizza or work on Cucina fresca fresh
whole grain pasta, despite the competition it has had with neighboring companies, has a great impact
on influencing its demand by consumers hence realization of high sales due to consumer satisfaction.
By the end of this report, a conclusive and influential decision should have been reached concerning
the two products in question. (McNally, Akdeniz and Calantone 2011)

Objectives
The main objective of TruEarth is researching the market over introduction of a new product in this
case being the fresh whole grain pizza (Smith, Lim and Alptekinoğlu 2009)The company aims at
realizing high profits at the end of the day, maintaining a good customer management relationship
over the new product, developing the right market strategies that will influence high demand of pizza
making it popular. The company should work on developing the product for example the TruEarth
plans to go an extra mile by proceeding with development efforts. Placing three extra cheeses on top
of the pizza, sliced mushrooms and hormone-free chicken sausage-crumbles (Li, Peng and Cui 2017).
This will be estimated to satisfying three people at a go. To add on this, they plan to reduce the price
slightly despite all the additional on top. This will help in attracting more consumers who will not
only realize a good quality pizza but also its affordable price all the same (Frankort 2016).
The objectives of any profit making enterprise are always to realize a good customer and client’s
services. Timely distribution of products to wholesalers, retailers or consumers is necessary if
inconvenience is to be avoided. Selling of quality product will influence high market demand of that
particular product by consumers. The other major factor to be considered by any firm is ensuring that
new ideas are encouraged so that the problem of mediocrity is avoided and this can be achieved by
product development management (AMIR 2010).
.Maintaining a high sales of products daily is triggered by customer satisfaction. Customers or
consumers are responsible in determining the success of any business. They should be sold quality
products with correct volume and they should also be well presented. This is always well explained in
an enterprise vision and mission (Cucculelli and Ermini 2012). A mission is a statement that
summarizes a vision of that given enterprise explaining its objectives and short time and long time
goals respectively. Take for example a companies whose mission is stated as “minimum supervision,
maximum cooperation” this means that all the staffs concerned should be responsible for all their
actions be it positive and negative without wanting to be followed around so as to do certain tasks and
this will influence maximum cooperation whereby they will do their respective assigned jobs on time
and in the right procedure so as to meet the companies goals. A company objective defines what it
deals with and is very important in making decisions whether major or minor. (Aobdia 2017)

Research questions
Putting the two products on the table, reasonable research questions on if either of the products can
outdo the other is necessary and meaningful when conclusive answers are to be achieved (Filipova
and Tushynska 2017). The questions should aim at increasing the demand of the product upon
answering. This can be achieved by setting a period of time from when the two products are in
probation under the surveillance of expertness
1. Is the demand for pizza high than that of cucina fresco pasta?
2. How much sale is realized at the end of each day in comparison to the new product?
3. Are the returns of pizza more than that of cucina frisca?
4. Is the product-pizza management and commercialization influencing its sale and
popularity among consumers?
5. Does the presentation of pizza ideal to customers?
6. What development strategies should be considered on pizza whole grain incase of future
changes?
7. What is the market response of the new product?
8. Does the advantages of one product more than the disadvantage of the other?
9. How flexible is both products able to experience sudden changes in regards to product
development management?
Such questions plays a big role in communicating if launching of pizza will be effective, manageable
and profitable than remaining with Cusina Frisca pasta (Slater, Hult and Olson 2010). The company
has to scrutinize them well and come up with ideas to fill the gaps that the new product will be
creating at the expense of the current product (Albuquerque and Bronnenber 2009). TruEarth
developed a formal research procedure that included four steps namely; generating ideas on the two
products, concept screening that focuses on the need to launch pizza whole grain in place for Cucina
Frasca, product development and testing like placing three extra cheese on top of the pizza, adding
hormone-sausages and reducing the price, ensuring that it is well packaged not less or more but the
right volume or size (Marketing by numbers, 2013

Justification
The main aim of any business set up is always to maximize profit making and therefore, before any
decisions are made, critical research has to be done within and without the premises and this has
everything to do with both the employers and the employees (Sheehan 2014).
Employees play a big role in decision making since they come in contact with the consumers and they
understand their preferences, values, likes and immediate wants much better compared to the
employers (Kim, Min and Chaiy 2014). The research questions above will be answered correctly by
the employees whose response would then be communicated to their heads of department that will
afterwards discuss with the heads of management if launching the new product is the best decision the
company will do to fight competition or not (McNally, Akdeniz and Calantone 2011)
Literature overview and framework
Earlier on, products like the home meal replacement, refrigerated pasta; whole grain instead of
carbohydrates was introduced to develop Cucina Frisca (Smith, Lim and Alptekinoğlu 2009). This
created competition between TruEarth and her neighboring companies hence the decision to launch
pizza whole grain. This all was triggered by the competitiveness of the products in the market. The
developments on Cucina Frasca led to its high demand and the fact that all the other companies were
also producing it caused law sales in TruEarth therefore, the thought for pizza stormed their brains.
However, a good framework had to be used in order to curb the gap that was already in the market
(Li, Peng and Cui 2017)
Theory and framework concept
The choice of what marketing theory to use is important depending on the distribution of the
products, their nature and use (Frankort 2016). The theory determines what market strategies will be
used in order to reach a large number of consumers that in turn influence the market of the product.

This will further explain how popular the product is among the public and its likelihood to withstand
any changes that can be made in regards to competitiveness due to many firms ending up producing
the same products at the same time that serve the same purpose (AMIR, 2010). This can be achieved
by gathering data on consumer reaction to the new product concept, if they like the new product much
compared to the previous one. This will help to determine the new market plan for the new product on
how to make it known to the majority. Potential and willing buyers will know the offers given when
they buy the product for example promotions, whereby the first buyers can be given pizzas at a
discount let’s say 10% upon buying a certain amount of pizza (Cucculelli and Ermini 2012).
The theory of competitive advantage can be applied in this case since there are different products to
be looked into that are Cucina Frasca pasta and whole grain pizza (Aobdia 2017). This theory explains
the advantage or opportunity that can be found in a challenge of competition. Though it is regarded as
a threat, it can be turned into an opportunity. Developing on this opportunity will become a trend in
turn due to innovation. Cucina Frasca pasta is the product in competition while whole grain pasta is
the product termed as the added advantage. Although the past sales of Cucina Frasca pasta had been
very high and popular, it landed into a huge competition that triggered the TruEarth food to introduce
whole grain pizza. They are convinced that they can achieve the same success with the whole grain
pizza as well so long as they mind the numbers just like Cucina Frasca pasta had been thought as a
risk, they worked on it and it became successful (Filipova and Tushynska 2017). TruEarth wants to
put the same effort they used in Cucina Frasca in developing whole grain pizza
Therefore, it is necessary to take every possible measure of these two products and compares them
and in this case Pizza whole grain is the product in question (Abdullah Saif 2015).Volume projection
can be used where by a one year or two year consumer sale volume can be created and determined.
Such a wide range will be able to give reliable results of the popularity of the product and its
likelihood in meeting the consumers demand in the present and in future (Slater, Hult and Olson
2010). This is triggered by the purchase frequency comparison o whole grain pizza and Cucina Frisca
pasta, The theory of competitive advantage is applied where there is more than one aspect to consider
yet the most outstanding one should be chosen at the end of the day. I will therefore use it to justify
the proposal (Albuquerque and Bronnenberg 2009).
If the numbers in terms of high market, popularity among users and high returns per day of whole
grain pizza outdoes that of Cucina Frisca, it is only wise for TruEarth to launch it (Marketing by

numbers, 2013).The two products will be determined critically by the researchers upon analyzing
them for the past one or two years so as to come up with a conclusion on whether to launch the new
product or not. This calls for keenness in choosing the market theory, conducting studies widely,
analyzing the audience and then presenting the final findings so that decisions can be made instantly
(Sheehan, 2014).
Marketing strategies
In order to reach a large number of people, a good market strategy should be assumed in order to
attract many consumers and clients and convince them to embrace the use of pizza over Cusina Frisca
(N.A. 2018). Informing them on the vision of the company and how they plan to achieve it. The first
and most efficient market strategy is the use of social media. Basing the focus on this generation that
is digitalized, it’s only on social media that a great percentage visits on a daily basis. Post your
thoughts about whole grain pizza on social media platforms like face book, twitter, instagram or snap
chat and help people learn about the product and how to acquire. People will also know the price
which in this case is so much affordable it will ensure more views, likes and comments on the product
marketing it and enhancing its popularity (Puri 2012).
Using direct messages also to tell more about the product will in turn work out well even though at
the beginning it may seem intimidating due to few responses, views and likes, it will surely catch up
with time and people will respond negatively (Faisal 2016). A lot of businesses use social media to
advertise market and give direction on the use and acquisition of different products as well as their
price. Using it for advertising pizza whole grain is ideal since different people use different types of
pizza. Convincing the public on what makes your pizza different and unique .It is on social media that
every kind of people can be found, reached out and convinced (Social media, content marketing and
engagement strategies in B2B 2018).
Creating video tutorials is just ideal because for some, they can only believe upon seeing. This can
be done on you tube by posting videos about the product. Post videos of yourself convincing people to
buy pizzas. So many businesses have thrived by use of you tube video tutorials and using it in this
situation will not be an exception (Dale 2003). Teach the audience the health benefits of pizza (Diaz

Riuz 2012). Many people can be accessed via you tube it being the second largest platform after
goggle. At first it may seem discouraging due to access by few people but this is business. All risks
are to be welcomed an opportunity derived from them.
TruEarth plans to use coupons to increase their sales. This is also ideal in the field of
competitiveness since it provides interests’ payment therefore much affordable to anyone willing to
buy. Using internal advertisement also is ideal whereby people are shown much about the product
while in their respective premises of sale.
Creating a blog where one can explain well about the pizzas. Give their advantage and disadvantage
(Faisal 2016). Convince people on its effectiveness and how one could save money in buying one
pizza that is capable of feeding three people instead of buying other products at a high cost. Just like
so many businesses have been successful due to an exemplary blogging site, blogging on theirs site is
recommended. Post ideas on other people’s blogging site not just on your own blog (N.A. 2018)
Businesses of different kinds use blogging to make their products known for example three or four
products that serve the same purpose. Aiming at being the best is the only way to go. Giving people
enough and satisfying reasons why they should use a certain product over another one will work hand
in hand. Although blogging is a good marketing platform it needs keenness. If poorly written, with
low quality posts it will be rated as inactive and termed as dead. It takes a lot of time to edit and
correct. Time is scarce resource and if not used appropriately, one could encounter loses in business
instead (Rosa-Clot, Rosa-Clot and Tina 2011)
Recommendation and conclusion
TruEarth deals with different products and so do the companies surrounding it. The use of social
media and coupons will work out well in accessing a large number of individual considering how
majority of people use social media (Kokodey 2013). Posting relevantly on social media about the
product in discussion that is the whole grain pizza for example how and where people can get them,
their prizes, how it is packaged, offers and promotions one can get upon buying more or frequently.
Such descriptions will help potential and willing buyers to have enough knowledge of the product and
due to curiosity, they will buy the pizza. Since the offer is so likable, a lot of people will be attracted.
This will increase the marketing as well as returns per day.

Social media is not only where information can be passed to many people but it creates influence
whereby one person will tell another and as the chain goes on and on, the popularity of pizza will
increase automatically. Giving coupon offers to customers is a way of attracting them also. TruEarth
gives coupon to every buyer of pizza whole grain hence encouraging them to buy more. The feedback
on social media when People share their views, comments and if or not they have been satisfied by the
product will help the company realize the market of pizza. The consumers will determine if the
product will stay in market or not and the best way to realize this is by the use of social media
platforms (Varadarajan 2015)
. Although this may be intimidating at first, it surely will pick up as time goes by and the received
feedback help to develop on issues hence perfecting the product eventually (Mandal 2017)
.
The market research showed that whole grain pizza outdid Cucina Frasca pasta in many field
including awareness of the two products by the public and the likelihood for their purchases as being
49% and 40% respectively meaning if whole grain pizza was to be launched, a great number of people
would buy it at the expense of Cucina Frasca pasta. The pizza is also very popular among individuals
as well (Puška 2013)
. On the other hand the likes of Pizza is more compared to that of Cucina Frasca pasta ranging from
pizza whole grain having quality and delisious toppings that is served according to the customers
desire separately. The price is also fair and affordable by the majority. Cucina Frasca pasta on the
other hand has a limited selection, too expensive and has a limited time to its expiration. Consumers
would prefer whole grain pizza to Cucina Frasca pasta over and over again due to its added advantage
and few disadvantages Pandurangarao 2015)
The choice of launching the sale of Pizza whole grain in place of Cucina Frasca by the TruEarth
Company has been proven right as per the findings and the ratings of the two products. It is wise and
ideal to deal with quality production of products than to sale one product that has pose a threat of
competition since it is sold in many enterprises with almost the same price. This will also give
customers a range of choices hence they will prefer buying the pizza from TruEarth rather than other
places due to the good customer service, delicacy, affordable prices and the long expiration date of
pizza.

In conclusion, TruEarth should launch whole grain pizza and just like they succeeded in having a
very good market of Cucina Frasca pasta in the past, they can and will as well have a good sale of
whole grain (pizza Abdullah Saif 2015). The calculated risk as they termed it before could actually be
a great opportunity to launch the product. The company is determined to use the risk as an opportunity
to succeed and not accept it and fail. They are prepared to use the right marketing strategies,
encouraging a good customer management between consumers and the employees. If customers and
clients can have a good relationship with employees, they will be able to communicate any views,
preferences and complains which will in turn be solved. Handling customers well when they are
inquiring about the products, making sure that the demand of consumers are met on time, ensuring
retailers and wholesalers orders are submitted respectively, putting in place sufficient raw materials
and other requirements for making pizzas so as to manage manufacturing flow and avoid shortages,
will realize high market for the launched product (Slater, Hult and Olson 2010)
It will be for the betterment of TruEarth to venture completely in whole grain pizza since it is
promising both marketwise and consumer demand that seems so high (Albuquerque and Bronnenberg
2009)
. Aiming at reducing competition by standing out to be the best among many will attract more buyers
who will flow to buy pizzas with affordable prices and exemplary additives, easy to prepare and
unlimited period of expiration not to forget the coupon offers given upon buying it (Marketing by
numbers 2013). The whole grain pizza has too many good offers to be ignored and this is what the
customers prefer. That a single product with affordable price and quality in every way be sold to them.
Any institution of business that minds a good customer care services, be it their demands or
preferences has a great chance of winning peoples heart in buying and using certain products in pace
of the same products produced by different company or enterprise (Sheehan 2014)
.

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