TruEarth Healthy Foods To launch or not to launch
pizza?GRomYoung (founded in 1993) but organized companyProducer of
healthy gourmet pastas and sauces from superior ingredientsProduct
line: standard pastas whole grain pastas tomato-based
saucesrefrigerated fresh pastaspastas with blended ingredientsome
!eal "eplacement increase in dual-income households#time
po$erty%desire for $ariety and freshness#&emi-prepared%
products'onsumers still in$ol$ed in preparing dinner( but it is
easier)rowth of refrigerated fresh pasta*wareness of the importance
of whole grains in diet *ssess the current situation on the
mar+et*nalyze the position of ,ru-arth *ssess whether ,ru-arth
should launch the pizza concept and what the $olume would it
be.Competitive
environment&egmentsdeli$ered/ta+eout(012)restaurant pizza
(332)frozen pizza (192)homemade pizza (32)'ompetitors)iants: 4estle
and 5raft!edium-sized: Papa 6ohn7s and Pizza ut,ru-arth-li+e: the
only such competitor is "igazzi 8randsThreat!"igazzi is about to
launch a similar whole grain pizzaCucina Fresca
Experience9deas:uic+ and tasty home meal replacement broad range of
choicesPreparationfocus groupsmar+et researchad$ertising and
promotion (;1
