Tru Earth Case Study

Tru Earth Case Study

Introduction

In the year of 2006, the brand manager of Tru Earth Isabel Eckstein, the brand manager introduced the introduction of Cucina Fresca which is whole grain pasta sold throughout the super markets. at the end of year 2007 the sales reached an amount of $23 million making Cucina Fresca as one of the most successful product launched by the company.

Reasons for success of Cucina Fresca

Commencing in the year of 1990, there were three important developments that played a highly important role in shaping the consumers behavior of purchasing of grocery. The highly important element was the introduction of new food category in United States. The new category was named as the “Home Meal Replacement”. Witnessing and increase in the dual income households led to higher level of disposable income. People found themselves having lack of time to cook a meal and then clean the mess after wards. Various super markets started to meet the HMT needs by providing enhanced fresh food prepared offerings. There were certain consumers who did not want a fully cooked meal rather semi prepared meals were of their choice. In response to this the food makers developed a single serving meal, which consisted of all the components that were requires in the preparation of a fresh dish.

The second element which led to the success of Cucina Fresca was the increased liking of refrigerated fresh pasta. The consumer liked fresh pasta to be healthier and tastier as compared to the self stable pasta.

The third element was the growing awareness of the importance of including whole grain in diet. The consumers started to avoid the bad carbohydrates and started to look for healthier options which would consist mainly of whole grains.

The new range of Pasta introduced by Tru Earth was fulfilling all these requirements. Consumers considered the whole grain pasta as a good option which was tasty and healthy. This resulted in the increase of sales of the newly introduced Pasta. In the year of 2004 the management of Tru Earth took advantage of the growing demand of refrigerated, whole grain pasta which did not compromise on its taste. Tru Earth introduced the line of fresh whole grain pasta which came with a number of varieties. Before floating the product in the market the company conducted a research which would help them to analyze the sales response of customers for their newly developed pasta. The research analyzed the repeated purchase for the fresh whole grain pastas. It was concluded in the research that the consumers like to purchase good quality pasta and sauce as compared to mediocre or average products.

Question 2

Product Development Process

Developing new products is crucial for the survival of companies, especially small businesses process. The small business environment today is very dynamic and competitive. For small businesses can withstand competition from multinationals must update their products continuously to adapt to current trends. The process of new product development cycle is to be submitted to a new product, from concept creation ...