Truearth

TruEarth

Healthy

Foods

Individual

Assignment

Background Information.

TruEarth Healthy Foods, a gourmet pasta and sauce maker is venturing new product lines. They

initially had a flawed, informal product development driven by intuition alone; but the product

manager Ms. Isabel Eckstein is leading the company forward through a well-designed four-step

product development approach.

Key Steps in the entire marketing research process for TruEarth’s Pizza

Product launch.

During their recent Cucina Fresca Pasta and Sauce launch, the company first did a Focus Group

testing. Once they received positive feedback about the product, they conducted a Neilson

BASES1 study across several cities. This proved to be a huge success.

Based on the market knowledge and the confidence in the Neilson BASES methodology, they

relied on the following three pronged approach. Proper understanding of the actual drivers of

their sales guided then to devise a model, as given below.

Intend

Awarenes

Penetration (ACV)

SALES

1. TruEarth’s own research: Around 300 Mall intercept tests were directly undertaken and administered by the TruEarth

team. This testing was conducted extensively comparing the TruEarth concept with takeout and

other refrigerated Pizzas. The favorable feedback guided them to go ahead with next level of

extensive research.

2. BASES II Line Extension Study: - which included concept survey and product usage tests.

The Neilson BASES II is the industry’s most experienced and most accurate sales forecasting

system

The BASES II study included: a.

Interviewing consumers over age 18, in seven cities (non-customers)

b. Another set of sample were chosen, who purchased the TruEarth Cucina Fresca pasta in

the last one year (existing customers)

This way, they eliminated any possibility of any bias or halo effect from the research sample.

c. Interested respondents were given sample kits for home test and they were called after a

gap of 7-10...