TruEarth has a change of success, and can attract consumers used to other pizzas (17% of the market could be tapped at the introduction). Their most important target is consumers used to eat refrigerated pizzas (6% of them could be appealed), takeout pizzas (4%) and frozen pizzas (5%). Those consumers have to be appealed by characteristic they do not find enough in those pizzas.
Consumers are not only used to order takeout pizzas (47% of last 10 pizza-eating occasions), they also are used to eat their best pizzas when they takeout them. Take out pizzas have the best image in the market (most convenient for the family, most convenient generally speaking, fresher taste, best variety, ingredient of best quality). This is based on experience of consumers. The TruEarth team has to find a field where they can be more appealing to consumers than takeout pizzas if they want to compete and grow a market for their product.
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LEBRETON M.etudiantStratégieTruEarth Healthy Foods Case