Allgood Products, Inc.

April 22, 2013

Mr. Carlos Lopez
Local Sales Manager
Frozen Foods
Dear Mr. Lopez,
My firm recently conducted market research on our new line of dessert pizzas. Our goal
was to determine the appropriate demand so we could efficiently sell the product from
the section of stores.
Background
The product line consists of three gourmet pizzas priced at $4 each. The pizzas will be
packaged in high quality packaging with mouth-watering pictures of the ingredients
printed on the covers. The physical pizzas will be ten-inches in size and could serve four
people. In total there are three flavors being produced: Blueberry Bell, Cherries Jubilee,
and Strawberry Shortcake.
Discussion & Results
Along with the provided questions, the customers also had the option to add in a
comment. Majority of the responses followed Too expensive or Cant afford it. Some
of the respondents also received phone calls on behalf of Allgood, and were asked about
their opinions. Like the comments, most responses were focused on the high cost of the
product relative to its size.
The test itself was flawed in many ways. Unfortunately, there is no way to determine the
number of the cards from the information provided. When it came to customer sampling,
we could have only captured information from people who liked it enough to purchase it
half-priced; that could be the reason behind high public acceptance.
The survey also did not touch upon the price and serving size of the product, which
yielded to be the biggest factor in most of the answers. Thus far, the presented data
does not provide sufficient evidence that the product will be successful.
Recommendation
In order to successfully market this product, the research horizons must be expanded on
the target market and details regarding their responses. There cannot be any decisions
made until the retest of this product line. Expanding the research could include tests in
discount stores and higher-end supermarkets like Trader Joes and Byerlys. The
promotions provided to the samplers could be more than just the pizza line but instead
provide discounts on the entire shopping costs.
Nonetheless, Allgood dessert pizza line is a worthy product and investments; we only
require more data to continue with the official launch.

Sincerely,
Deepak Jes