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Question 1 (35 Marks) – No more than three pages (double-spaced, 12 point font)
An important demographic that TruEarth must consider in deciding whether to launch their pizza concept is households made up of dual income working for families with at least one school age child. For your analysis of the TruEarth`s proposal to launch a refrigerated pizza line, focus on the family member who makes the grocery purchase decisions in this demographic. (You can make your assumption as to who that is.)
Using the customer value equation [ Value = (Quality / Price) ] as a guide and drawing on all relevant information from the case study, describe what this client values according to each client value element, defending your assessment by drawing on evidence from the case. If you need to make reasonable assumptions on information not provided in the case, that is fine – just be sure to state and defend your assumptions.
For reference, give this customer tribe a descriptive name.
Question 2 (20 Marks) – No more than 1 page (double spaced, 12 point font)
Provide TruEarth with a recommended product and price strategy in their launch of this pizza concept to the above target market. Be sure to defend your recommended product and price strategy.
Question 3 (25 Marks) – No more than 2 pages (double-spaced, 12 point font)
a) Provide TruEarth with recommended promotion (brand) strategy/strategies in their launch of this pizza concept to the above target market. Justify this promotion strategy/strategies.
B) What issues/possible concerns will TruEarth have to consider in the development and launch of this brand strategy/strategies that could hinder its success?
Question 4 (20 Marks) – No more than 2 pages (double-spaced, 12 point font)
Given your assessment of what this target tribe values and the corresponding product, price, and promotion strategy that you feel TruEarth would have to implement to be successful, do you recommend that TruEarth goes ahead with the launch of this line of refrigerated pizza? Be sure to justify your response.
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