TrueEarth Case: Market Research Analysis for Healthy Pizza Launch

This case study delves into TrueEarth Healthy Foods' consideration of launching a pizza product, building upon the success of their Cucina Fresca pasta line. It identifies key issues such as health concerns related to carbohydrates, competition from established pizza brands, and the need to differentiate from existing pizza offerings. The analysis includes takeaways from market research, forecasting pizza demand, and applying Rogers' Five Factors (relative advantage, compatibility, observability, complexity, and trialability) to assess the viability of the launch. Ultimately, the study recommends proceeding with the launch, emphasizing the importance of innovation and providing a high-quality, health-conscious pizza option to overcome market saturation. Desklib offers a variety of solved assignments and resources for students.

Running head: CASE STUDY
Case Study
Name of the Student
Name of the University
Author Note

1CASE STUDY
Table of Content
1. Key issues facing TrueEarth as they consider launching pizza product................................2
2. Key takeaways from market research findings......................................................................2
3. Forecast of demand for pizza.................................................................................................3
4. Rodger five factors to the case...............................................................................................3
5. Recommendation....................................................................................................................4
References..................................................................................................................................5

2CASE STUDY
1. Key issues facing TrueEarth as they consider launching pizza product
It has been identified that Cucina Fresca was a great success for TrueEarth but
product extension is always a prior concern when launching a new product in the market.
Fresh Pasta and Sauce was successful as it served the market as quick home meal
replacement; it is fresh whole grain pasta with the full range of choices such as cut pasta,
tortellini, ravioli and sauce. Nonetheless, it is also identified that people in United States are
become concerned about their health, particularly, carbohydrates is a significant concern. In
the case study, it was learnt that demand of pizza in major demographics was affected by
health fundamentally.
This scenario indicates that a slight change in the diet could influence the pizza sector
such as cutting out the carbohydrates. However, the major concern is that Fresh pasta and
Sauce gained popularity because it was a genuine idea of replacing cooked home meal but the
idea of launching pizza with its additional kit is quite similar to existing ideas that
competitors like Pizza hut had already introduced. Allegretto et al., (2013) mentioned that
pizza sector especially in American market has been competitive due to several pizza giants
with dominant reputation. Sena (2016) mentioned that when a brand gains market reputation
due to its product, it has to ensure that next product maintains the same high quality to
strengthen brand reputation and avoid market critics. So, even though, Fresh Pasta and Sauce
was great success but when it comes to pizza, taking over the existing pizza manufacturers in
the US market due to both consumers’ concern about health and unfamiliar pizza market
sector.
2. Key takeaways from market research findings
Pasta Exhibit 3 & 4 Pizza Exhibit 6&7
 Customers have high inclination  As pizza is a large meal people, even

3CASE STUDY
towards fresh pasta items
 Popularity increased due to fresh
ingredients with pasta items
the non-customers of TrueEarth
have growing inclination towards
pizza items
 Popularity increased due to
acceptance in restaurants and frozen
items
Table 1: Comparison of takeaways between Pasta and Pizza
3. Forecast of demand for pizza
(Refer to Excel)
4. Rodger five factors to the case
According to Stieninger and Nedbal (2014), Rogers’ Five Factors is a product-
focussed framework for analysing adoption of innovation and diffusion. This framework is
often used particularly in conjunction with people focussed framework. Thus, in the case of
TrueEarth, launching a pizza is not just about the extension of product but it is also about
meeting customer needs. So, launch of pizza in the existing market of TrueEarth should
consider five factors of relative advantages, compatibility, observability, complexity as well
as trialability (Doyle, Garrett & Currie, 2014). Hence, relative advantage refers to the degree
to which the product needs to be better than the one it replaces but in the case of TrueEarth,
relative advantage lies in the fact it has to deliver something which is fresher than frozen
pizza because Australian and Italian market are already saturated with frozen pizza.
So, to replace the existing product, TrueEarth’s focus should be more on providing a
guilt free gourmet pizza with a healthy wheat crust. Likewise, the factor compatibility refers
to the extent to which a product remains consistent with the existing values and experiences.
When launching Fresh Pasta, it has added the values such as it is healthier than the dry pasta

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because it carries certain standards like linguine, shorter cooking time etc,; similarly, in the
case of pizza, for the customers’ values and conveniences, it has developed a basic kit with
options of three extra cheese, sliced mushrooms and hormone-free chicken and sausage-
crumbles. So, these values are not available with the existing pizza items provided by existing
rivals.
5. Recommendation
Considering the case and apprehension of TrueEarth regarding the launch of pizza, it
is wise to launch pizza in the American market because one consistent fact in any sector or
market is invention. It is certain that American and Italian markets are quite used to pizza
items but their saturation can be dealt with innovation. Hence, the major focus should be
about influencing consumers’ habit in a positive way such as luring them the same product
but with different quality and added ingredients. For example, Coca Cola introduced
packaged “Nimbu Wate” with added Soda and lemon flavour, the product gained popularity
due its tastes and ability to meet thirst despite several existing lemon water in the market (De
Mooij, 2018).

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References
Allegretto, S. A., Doussard, M., Graham-Squire, D., Jacobs, K., Thompson, D., & Thompson,
J. (2013). Fast food, poverty wages: The public cost of low-wage jobs in the fast-food
industry. UC Berkeley Center for Labor Research and Education.
De Mooij, M. (2018). Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
Doyle, G. J., Garrett, B., & Currie, L. M. (2014). Integrating mobile devices into nursing
curricula: Opportunities for implementation using Rogers' Diffusion of Innovation
model. Nurse education today, 34(5), 775-782.
Sena, M. (2016). Fast Food Industry Analysis 2016—Cost & Trends. Fast Food Industry
Analysis.
Stieninger, M., & Nedbal, D. (2014). Diffusion and acceptance of cloud computing in SMEs:
Towards a valence model of relevant factors. In 2014 47th Hawaii International
Conference on System Sciences (HICSS) (pp. 3307-3316). IEEE.