Tru Earth Healthy Foods case questions PDF

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Download Tru Earth Healthy Foods case questions PDF

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BUSN 4100W Seminar in Marketing Research, Spring 2018 Group Case Assignment TruEarth Healthy Foods: Market Research for a New Product Introduction This group assignment is based on the TruEarth Healthy Foods case. Your analysis should run no more than 7 pages in total, 1 ½ - double spaced in Word excluding appendix exhibits. A hard copy of this assignment is due on the last day of class. Late submissions will not be accepted. Assume that you are marketing research consultants recently hired by Isabel Eckstein, brand manager at TruEarth Healthy Foods. You have been tasked with providing an assessment of the research done to date in support of the Cucina Fresca refrigerated whole grain pizza launch, and your thoughts in regards to a go/no go decision. Your analysis will consist of your responses to the questions listed below. 1. It appears that the market research plan for the TruEarth pizza launch was in great part influenced by the research done, and results realized for the whole grain pasta launch. Was this the right approach for the team to take? a. If so, why do you think this? Support your position with a comparison of the research done and results realized for the pasta and pizza concepts, and the relevant indications b. If not, create a modified research proposal for the pizza launch. Include the purpose of the study; type of study recommended; definition of target market population and sample size; and projected managerial benefits. Discuss why you think your proposal gives the company the best chance to correctly assess the market potential for success. 2. TruEarth conducted mall intercepts to evaluate their pizza concept. Looking at the respective exhibits in the case, a. What are the most salient points that the team can learn about how consumers view pizza? b. What are the top three take-aways that give you the most confidence in the viability of the concept, and why? c. What three take-aways give you the greatest concern? Why do you say this? 3. The company then supplemented the mall intercepts with a field experiment: in-home use testing. a. Looking at the respective exhibits in the case, what is your evaluation regarding consumer interest in refrigerated pizza? Describe the ideal refrigerated pizza experience based on purchase intent and pricing preferences. b. What additional insights could have been uncovered if this stage of research was conducted by lab experiment? Discuss an area where more clarity or insight could have been gained, and how you would set up the lab experiment to properly capture this information 4. Using Exhibit 5 in the case as a model, complete a volume projection for the launch of Cucina Fresca whole grain pizza. Use the attached spreadsheet if helpful. 5. Go or No Go? Taking your above answers into account, would your team recommend that the company launch Cucina Fresca whole grain pizza? Why or why not? Along with a summary of the findings please include your top 5 recommended next steps....