Truearth

CONTEXT

Year 2007. Pizza industry.

Industry Size: $ 53 billion; … Units; Penetration: 77% consumers ate pizza at least once a month. 2/3 volume came from delivery, take-out, and restaurants. 11% from store-bought refrigerated pizza = $5.8 billion

Growth rate:

Major Segments:

Key trends: healthy concern – restrict carbohydrates

Changes:

COMPANY = TRUEARTH

Sales: $ …. (Yr: ) ; … units

Growth: …. % ($); …. % (units)

Market Share: % (Rank:).

Profits: $ … Profit growth: … %

Margins:

Objectives:

Culture:

Strengths:

Weaknesses:

Other:

CUSTOMER

Segments: Italian-american

Sizes:

Growth:

Needs: (Exhibit 6)

* Mostly for the whole family; convenient, easy to prepare

DMU (decision making units):

Criteria they use:

Other: If launched, existing market shares from refrigerated pizza and frozen pizza will be captured, thus Nestle may start price war. Also from exhibit 9, 9% accepts the price, 68% disapproves the price.

COMPETITION

Pasta

Competitors: Nestle and Kraft

Shares: refrigerated fresh pasta, $ 4.1 billion in 2004;

Strengths:

Weaknesses:

Strategies:

Objectives

Others

Competitors: Rigazz (fro Michigan)’s whole grain fresh pasta

Shares:

Strengths: branding itself as using only traditional pasta-making techniques and vintage Italian equipment

Weaknesses:

Strategies: target high-priority cities with trade discounts to supermarkets and high-value coupons to consumers

Objectives: fight for supermarket accounts that prefer to have just one refrigerated whole grain pasta vendor

Others: introduced in late 2007; similar scale, all same products as TruEarth

Pizza

Competitors: Papa John’s and Pizza Hut (take out)

Shares:

Strengths: already introduced whole wheat or multi-grain crusts

Weaknesses:

Strategies:

Objectives

Others

Competitors: Nestle and Kraft: low-cost frozon pizza

Shares:

Strengths:

Weaknesses:

Strategies:

Objectives

Others

CHANNELS

Current: wholesale to supermarkets;...