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Chapter 5: Measuring Market Opportunities: Forecasting and Market Knowledge
Case: Truearth Healthy Foods: Market Research for a New Product Introduction
Author(s): Rangan, V; Yong, S.
Publisher: Harvard Business Publishing
Publication Date: 2009
Reference: 4065
Abstract: 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.
Case: Julie Brighton
Author(s): Mullins, J;
Publisher: London Business School
Publication Date: 2005
Reference: 805-059-1
Abstract: Julie Brighton had done some secondary research to determine the market size for her
new charcoal starter, a product she hoped would be the basis for starting a small company with
her friend Jim Henly. First, however, she needed to estimate the total market size for this product
and then forecast how many charcoal starters she could sell in California in her first year.
Case: Nestle Refrigerated Foods: Contadina Pasta & Pizza (A)
Author(s): Bell, M; Trissel, B;
Publisher: Harvard Business School
Publication Date: 1994
Reference: 9-595-035
Abstract: Nestle Co.'s Refrigerated Foods Division has very successfully launched its Contadina
brand pasta and sauces. The new product has achieved nearly $100 million in sales in three
years. The division is now considering an extension into the pizza line. This case provides a
detailed look at the use of simulated test markets to forecast a new product's potential.
Case: Juice Guys
Author(s): Joseph B. Lassiter III, Sharon Fox, Cindy Rushmore
Publisher: Harvard Business School
Publication Date: 1999 Revised: 2006
Reference: 9-800-122
Abstract: The case explores who the customers are for a new beverage product, their desires as
customers for this product, and their desires when ordering this product from a local specialty
store location.
