Trueearth capitalised on the idea of ready to eat food in 2006. However this idea began to drop with the successful launch of competitors like Kraft, nestle who launched similar products.
It decided on launching pizza as lucrative food category as ready to eat food. The option of healthy pizza was introduced as it observed the rising health concerns around the product.
The company is facing management decision problem with regards to refrigerated pizza and issues related to its previous operations. There were negative campaigns around the implications of pizza and it needed to design an ambitious plan for altering the attitude of people towards the product.
The competitive market of other companies like nestle and kraft offered low cost frozen pizza. There were issues related to the choice of best strategy for the consumers.
It is necessary to pick appropriate marketing research and the focus should be on in depth concept survey. This should focus on evaluation of awareness of the consumers and the products of the company. The usage research should also be focused along with the necessary marketing research.
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