A large food company is planning to launch a new product - whole grain pizza

Examine Exhibits 8, 9, and 10. Provide one insight per exhibit about the proposed new product. State whether your insight supports a launch or does not support a launch of the proposed product.

Exhibit 8 Pizza Concept Likes and Dislikes: Mall Intercept Total (N=300) Favorable to Concept (N=181) Unfavorable to Concept (N=119) Attributes LIKES 19% 25% 35% 31% 10% 26% 13% 24% 31% Food Qualities Whole grain Freshly made and dated Looks appetizing Preparation Product selection Can purchase all items in one place Can buy toppings separately Can add amount & type of toppings desired Easy to prepare Other 16% 27% 23% 18% 16% 20% 35% 31% 9% 15% 11% 9% 9% 24% 20% TruEarth brand name Good price DISLIKES 24% 9% 33% 13% 11% 3% Limited selection Too expensive Limited time to product expiration 23% 27% 12% 18% 20% 3% 31% 38% 25% Note: Respondents are asked to select the attributes that they "like" or "dislike" about the product concept. Exhibit 9 Pizza Product Likes and Dislikes, After Home Trial Favorable to Product (N=109) Unfavorable to Product (N=59) Attributes KEY REASONS FOR FAVORABLE PURCHASE INTENT Overall taste, texture, and quality 10% Like the crust 13% Like the cheese 18% Like the sauce 22% Like the toppings 19% Like the fresh ingredients 21% Easy to prepare 19% Good price 9% Family likes it 8% 45% 23% 12% 16% 11% KEY REASONS FOR UNFAVORABLE PURCHASE INTENT Too expensive More expensive than restaurant or takeout Overall taste, texture, and quality Dislike the crust Family dislikes it SUGGESTED IMPROVEMENTS (BOTH GROUPS) Improve overall taste/flavor 8% Improve the sauce 3% Make crust less chewy 7% Lower price 26% No improvement needed 28% 24% 9% 20% 35% 6% Note: From the original sample of 300 respondents, 168 participated in the in-home test. Of these, 109 indicated they were "favorable" to purchasing the product. Exhibit 10 Typical Price Consumers Would Pay for 12" Pizza Serving, After Home Trial (In-Home Use Test Respondents) Other Pizza $4.00 or less $4.01 to 6.00 $6.01 to 8.00 $8.01 to 10.00 $10.01 to 12.00 $12.01 to 14.00 $14.01 to 16.00 $16.01 to 18.00 Over $18 Mean Price Total (N=168) 9.7% 10.9% 17.4% 12.8% 14.5% 12.6% 8.5% 7.9% 5.6% $10.09 Refrigerated Pizza Favorable to Product (N=109) 9.5% 8.6% 15.5% 10.8% 12.7% 14.3% 12.5% 9.3% 6.8% $10.75 Unfavorable to Product (N=59) 10.1% 15.2% 21.0% 16.6% 17.9% 9.5% 1.1% 5.2% 3.4% $8.86 Frozen (N=168) 16.0% 18.3% 25.9% 17.6% 12.5% 4.5% 3.5% 1.0% 0.7% $7.43 Delivered Takeout (N=168) 1.2% 4.3% 10.8% 16.0% 18.5% 20.2% 18.0% 9.3% 1.7% $11.72 Note: Assuming 1.25 toppings with each pizza, the average retail price for TruEarth Whole Grain Pizza is about $12.38 Exhibit 8 Pizza Concept Likes and Dislikes: Mall Intercept Total (N=300) Favorable to Concept (N=181) Unfavorable to Concept (N=119) Attributes LIKES 19% 25% 35% 31% 10% 26% 13% 24% 31% Food Qualities Whole grain Freshly made and dated Looks appetizing Preparation Product selection Can purchase all items in one place Can buy toppings separately Can add amount & type of toppings desired Easy to prepare Other 16% 27% 23% 18% 16% 20% 35% 31% 9% 15% 11% 9% 9% 24% 20% TruEarth brand name Good price DISLIKES 24% 9% 33% 13% 11% 3% Limited selection Too expensive Limited time to product expiration 23% 27% 12% 18% 20% 3% 31% 38% 25% Note: Respondents are asked to select the attributes that they "like" or "dislike" about the product concept. Exhibit 9 Pizza Product Likes and Dislikes, After Home Trial Favorable to Product (N=109) Unfavorable to Product (N=59) Attributes KEY REASONS FOR FAVORABLE PURCHASE INTENT Overall taste, texture, and quality 10% Like the crust 13% Like the cheese 18% Like the sauce 22% Like the toppings 19% Like the fresh ingredients 21% Easy to prepare 19% Good price 9% Family likes it 8% 45% 23% 12% 16% 11% KEY REASONS FOR UNFAVORABLE PURCHASE INTENT Too expensive More expensive than restaurant or takeout Overall taste, texture, and quality Dislike the crust Family dislikes it SUGGESTED IMPROVEMENTS (BOTH GROUPS) Improve overall taste/flavor 8% Improve the sauce 3% Make crust less chewy 7% Lower price 26% No improvement needed 28% 24% 9% 20% 35% 6% Note: From the original sample of 300 respondents, 168 participated in the in-home test. Of these, 109 indicated they were "favorable" to purchasing the product. Exhibit 10 Typical Price Consumers Would Pay for 12" Pizza Serving, After Home Trial (In-Home Use Test Respondents) Other Pizza $4.00 or less $4.01 to 6.00 $6.01 to 8.00 $8.01 to 10.00 $10.01 to 12.00 $12.01 to 14.00 $14.01 to 16.00 $16.01 to 18.00 Over $18 Mean Price Total (N=168) 9.7% 10.9% 17.4% 12.8% 14.5% 12.6% 8.5% 7.9% 5.6% $10.09 Refrigerated Pizza Favorable to Product (N=109) 9.5% 8.6% 15.5% 10.8% 12.7% 14.3% 12.5% 9.3% 6.8% $10.75 Unfavorable to Product (N=59) 10.1% 15.2% 21.0% 16.6% 17.9% 9.5% 1.1% 5.2% 3.4% $8.86 Frozen (N=168) 16.0% 18.3% 25.9% 17.6% 12.5% 4.5% 3.5% 1.0% 0.7% $7.43 Delivered Takeout (N=168) 1.2% 4.3% 10.8% 16.0% 18.5% 20.2% 18.0% 9.3% 1.7% $11.72 Note: Assuming 1.25 toppings with each pizza, the average retail price for TruEarth Whole Grain Pizza is about $12.38

Question

A large food company is planning to launch a new product - whole grain pizza

Examine Exhibits 8, 9, and 10. Provide one insight per exhibit about the proposed new product. State whether your insight supports a launch or does not support a launch of the proposed product.

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Exhibit 8 Pizza Concept Likes and Dislikes: Mall Intercept Total (N=300) Favorable to Concept (N=181) Unfavorable to Concept (N=119) Attributes LIKES 19% 25% 35% 31% 10% 26% 13% 24% 31% Food Qualities Whole grain Freshly made and dated Looks appetizing Preparation Product selection Can purchase all items in one place Can buy toppings separately Can add amount & type of toppings desired Easy to prepare Other 16% 27% 23% 18% 16% 20% 35% 31% 9% 15% 11% 9% 9% 24% 20% TruEarth brand name Good price DISLIKES 24% 9% 33% 13% 11% 3% Limited selection Too expensive Limited time to product expiration 23% 27% 12% 18% 20% 3% 31% 38% 25% Note: Respondents are asked to select the attributes that they "like" or "dislike" about the product concept. Exhibit 9 Pizza Product Likes and Dislikes, After Home Trial Favorable to Product (N=109) Unfavorable to Product (N=59) Attributes KEY REASONS FOR FAVORABLE PURCHASE INTENT Overall taste, texture, and quality 10% Like the crust 13% Like the cheese 18% Like the sauce 22% Like the toppings 19% Like the fresh ingredients 21% Easy to prepare 19% Good price 9% Family likes it 8% 45% 23% 12% 16% 11% KEY REASONS FOR UNFAVORABLE PURCHASE INTENT Too expensive More expensive than restaurant or takeout Overall taste, texture, and quality Dislike the crust Family dislikes it SUGGESTED IMPROVEMENTS (BOTH GROUPS) Improve overall taste/flavor 8% Improve the sauce 3% Make crust less chewy 7% Lower price 26% No improvement needed 28% 24% 9% 20% 35% 6% Note: From the original sample of 300 respondents, 168 participated in the in-home test. Of these, 109 indicated they were "favorable" to purchasing the product. Exhibit 10 Typical Price Consumers Would Pay for 12" Pizza Serving, After Home Trial (In-Home Use Test Respondents) Other Pizza $4.00 or less $4.01 to 6.00 $6.01 to 8.00 $8.01 to 10.00 $10.01 to 12.00 $12.01 to 14.00 $14.01 to 16.00 $16.01 to 18.00 Over $18 Mean Price Total (N=168) 9.7% 10.9% 17.4% 12.8% 14.5% 12.6% 8.5% 7.9% 5.6% $10.09 Refrigerated Pizza Favorable to Product (N=109) 9.5% 8.6% 15.5% 10.8% 12.7% 14.3% 12.5% 9.3% 6.8% $10.75 Unfavorable to Product (N=59) 10.1% 15.2% 21.0% 16.6% 17.9% 9.5% 1.1% 5.2% 3.4% $8.86 Frozen (N=168) 16.0% 18.3% 25.9% 17.6% 12.5% 4.5% 3.5% 1.0% 0.7% $7.43 Delivered Takeout (N=168) 1.2% 4.3% 10.8% 16.0% 18.5% 20.2% 18.0% 9.3% 1.7% $11.72 Note: Assuming 1.25 toppings with each pizza, the average retail price for TruEarth Whole Grain Pizza is about $12.38 Exhibit 8 Pizza Concept Likes and Dislikes: Mall Intercept Total (N=300) Favorable to Concept (N=181) Unfavorable to Concept (N=119) Attributes LIKES 19% 25% 35% 31% 10% 26% 13% 24% 31% Food Qualities Whole grain Freshly made and dated Looks appetizing Preparation Product selection Can purchase all items in one place Can buy toppings separately Can add amount & type of toppings desired Easy to prepare Other 16% 27% 23% 18% 16% 20% 35% 31% 9% 15% 11% 9% 9% 24% 20% TruEarth brand name Good price DISLIKES 24% 9% 33% 13% 11% 3% Limited selection Too expensive Limited time to product expiration 23% 27% 12% 18% 20% 3% 31% 38% 25% Note: Respondents are asked to select the attributes that they "like" or "dislike" about the product concept. Exhibit 9 Pizza Product Likes and Dislikes, After Home Trial Favorable to Product (N=109) Unfavorable to Product (N=59) Attributes KEY REASONS FOR FAVORABLE PURCHASE INTENT Overall taste, texture, and quality 10% Like the crust 13% Like the cheese 18% Like the sauce 22% Like the toppings 19% Like the fresh ingredients 21% Easy to prepare 19% Good price 9% Family likes it 8% 45% 23% 12% 16% 11% KEY REASONS FOR UNFAVORABLE PURCHASE INTENT Too expensive More expensive than restaurant or takeout Overall taste, texture, and quality Dislike the crust Family dislikes it SUGGESTED IMPROVEMENTS (BOTH GROUPS) Improve overall taste/flavor 8% Improve the sauce 3% Make crust less chewy 7% Lower price 26% No improvement needed 28% 24% 9% 20% 35% 6% Note: From the original sample of 300 respondents, 168 participated in the in-home test. Of these, 109 indicated they were "favorable" to purchasing the product. Exhibit 10 Typical Price Consumers Would Pay for 12" Pizza Serving, After Home Trial (In-Home Use Test Respondents) Other Pizza $4.00 or less $4.01 to 6.00 $6.01 to 8.00 $8.01 to 10.00 $10.01 to 12.00 $12.01 to 14.00 $14.01 to 16.00 $16.01 to 18.00 Over $18 Mean Price Total (N=168) 9.7% 10.9% 17.4% 12.8% 14.5% 12.6% 8.5% 7.9% 5.6% $10.09 Refrigerated Pizza Favorable to Product (N=109) 9.5% 8.6% 15.5% 10.8% 12.7% 14.3% 12.5% 9.3% 6.8% $10.75 Unfavorable to Product (N=59) 10.1% 15.2% 21.0% 16.6% 17.9% 9.5% 1.1% 5.2% 3.4% $8.86 Frozen (N=168) 16.0% 18.3% 25.9% 17.6% 12.5% 4.5% 3.5% 1.0% 0.7% $7.43 Delivered Takeout (N=168) 1.2% 4.3% 10.8% 16.0% 18.5% 20.2% 18.0% 9.3% 1.7% $11.72 Note: Assuming 1.25 toppings with each pizza, the average retail price for TruEarth Whole Grain Pizza is about $12.38