True Earth Case Study

3. What can the team at Tru-Earth learn from Exhibit 6 about their customers preferences?

Exhibit 6 shows the results of a survey based on attributes and substitution of the pizza category. The survey is based on a 10-point scale, where 1 is the lowest score and 10 is the highest score.

Regarding to the usage attributes, the average respondent considers pizza to be "family oriented" due to the fact of the high ratings of all categories (take-out pizza with 8.9 out of 10 points, refrigerated pizza with 7.1 points, and TruEarth new concept with 8.6 points). Therefore, under the assumption that the typical family size starts with 2 people and then increase, the pizza kit size is properly oriented (servings for 2 to 3 people). However, average respondents also considers convenience is as a major attribute, and TruEarth pizza scores lower than take-out pizza and equals refrigerated pizza, since customers will need time to prepare the meal instead of just picking it up or ordering for delivery.

Regarding to taste attributes, average respondents considers fresh taste and variety extremely important. TruEarth provides a limited offering consisting on 3 different toppings that can be combined the way the customer wants. However, that might not satisfy all potential customers preferences. Nonetheless, TruEarth scores higher (7.9 and 6.7 points) than refrigerated pizza (7.2 and 6.3 points), but has a lot of homework to do if the company wants to compete with take-out pizza.

In terms of quality attributes, consumers prefer a pizza made with high-quality and healthy ingredients, and TruEarth pizza outstands in this category with 8.1 and 9.1. Furthermore, TruEarth outstands in the section of healthy ingredients, making it a Point of Difference that must be used and communicated as a strong differentiator attribute.

Therefore, comparing TruEarth pizza concept with take-out and refrigerated pizza, results show that on average TruEarth pizza has better evaluation than...