Case Name :      TruEarth Healthy Foods: Market Research for a New Product Introduction (Brief Case)

Authors :           V. Kasturi Rangan, Sunru Yong

Source :             HBS Brief Cases

Case ID :            4065

Discipline :        Marketing

Case Length :    12 pages

Solution sample availability : YES

Plagiarism : NO (100% Original work)

Topics covered include: consumer marketing, market research, new product introduction, and quantitative analysis. TruEarth Healthy Foods, a maker of gourmet pastas, sauces, and meals, wants to build on its successful introduction of fresh whole grain pasta by introducing a similar product concept for pizza. In an increasingly competitive market, TruEarth is focused on beating its competition and wants to act quickly and decisively. The company conducts extensive market research, first using focus groups to test the concept and then following up with take-home trials. Acting as brand managers, students must complete a quantitative analysis of the available data to project the sales volume for pizza and then decide whether to bring the new product to market.