Trueearth Marketing Plan

Challenges experienced by True Earth

The major challenge faced by TruEarth is increasing competition from Rigazzi making the market dynamic change fast. In addition, the company is faced with a dynamically changing market with faster change in preference and taste. The data collected from the market research is not conclusive because they have used intuition in some cases. The market evaluation criteria focus on the preference of the consumer, which may not be the actual demand for the new product. Therefore, the major challenge is a poor market evaluation and research, which may lead to new product failure (Finskud, 2009).

The calculation of the intent to purchase for fresh pasta indicates that the introduction of the new product Whole Grain Pizza would lead to success. From exhibit three, it shows the Cucina Fresca's fresh pasta purchase intent has higher percentage than the industry median, it includes the people who definitely would buy is 27% which is higher than industry median 20% in the 300 survey consumers; the percentage of probably would buy is 49% which is higher than 42% in the industry median, and "Top Two" Box is 76% higher than industry's 62%. Moreover, the mean likeability for Cucina Fresca is 4.1, which is higher than 3.6 in industry median. Thus, we can indicate Cucina Fresca has success in the pasta, this means people accept the products for its brand, so it will help TruEarth promote the new products. From exhibit six, the forecast shows the 17% changes after TruEarth whole grain pizza introduce to the pizza industry, the other substitutions will get decrease in the industry. So, it states the whole grain pizza has a good future in the pizza market. Also, it is evident that the demand is present, but the challenge is in the pricing. The pricing median is higher than the industry median indicating that the price of the new product will have an impact on product performance.

Target market

The target market for the whole grain pizza is the middle and high-income earners with the ability to purchase pizza while lack the time to prepare meals due to commitments. According to a pizza data (Pizza Eating Statistics, 2011), there are 93% people eat at least once pizza one month in the USA, so pizza could be a common food for the American family, but not all of Americans can make the pizza by themselves. For example, the housewife wants to make a dinner for her family members, and a pizza will be a great choice. But she doesn't know how to make it and the frozen pizza will be more tasteless, and the take out pizza also cannot satisfy her likes. So in this case, the whole grain pizza will be better for her needs because it comes with the semi-prepared pizza and a kit, which includes all or most of the components required for a pizza, such as meets, vegetables, and sauces. Then, housewife can follow the easy instruction to make