Marketing and Pasta
TruEarth Healthyfoods: Market research for a new product Introduction
Ankit Arora
Gopidas D
Riyaz Ahamed
Sharon Sunny George
Why was Cucina Fresca pasta successful?
Some of the reasons for the success of Cucina Fresca Pasta are,
Thorough market survey – The company organized its R&D division and outsourced the market survey to Nielson Bases. The survey took into consideration both- the market potential as well as behavioral considerations.
Easy customizable options – Consumers were provided with a wide range of sauce options. They had simple instructions/ recommendations for preparing the meal.
Smaller pack sizes – This gave a feeling of freshness. It was also easier for first time/ skeptical consumers to purchase trial packs.
Home meal replacements- Cucina Fresca provided a suitable alternative to home makers/ individuals who faced time constraints but at the same time had a passion for cooking.
TruEarth was successful in catering to the unmet demand for healthy pasta which tasted good as well. It served as a replacement for refrigerated pasta which was considered to be less tasty and authentic.
Whole grain pasta solved the problem of bad carbohydrates, thus catering to the health conscious consumers. They had prior experience and existing capabilities in the pasta market which helped them successfully launch Cucina Fresca.
How would you compare the pizza opportunity to that for pasta?
Comparison of Pizza opportunity to that of Pasta is tabulated as below,
Pasta
Pizza
Brand
Launched as a New Brand
Brand awareness already created due to Cucina Fresca
Market Demand
$4.4 Bn for refrigerated pasta
$ 5.8 Bn for refrigerated pizza
Distribution Channels
Retail stores, supermarkets
Dine-in, take-out, in store refrigerated
Competition
Just one main competitor, Has first mover advantage
Attempting to be a market follower, increasing competition in the future
Consumer perception
Highly health conscious consumers (85% of consumers reacted positively)
Viewed as
Ankit Arora
Gopidas D
Riyaz Ahamed
Sharon Sunny George
Why was Cucina Fresca pasta successful?
Some of the reasons for the success of Cucina Fresca Pasta are,
Thorough market survey – The company organized its R&D division and outsourced the market survey to Nielson Bases. The survey took into consideration both- the market potential as well as behavioral considerations.
Easy customizable options – Consumers were provided with a wide range of sauce options. They had simple instructions/ recommendations for preparing the meal.
Smaller pack sizes – This gave a feeling of freshness. It was also easier for first time/ skeptical consumers to purchase trial packs.
Home meal replacements- Cucina Fresca provided a suitable alternative to home makers/ individuals who faced time constraints but at the same time had a passion for cooking.
TruEarth was successful in catering to the unmet demand for healthy pasta which tasted good as well. It served as a replacement for refrigerated pasta which was considered to be less tasty and authentic.
Whole grain pasta solved the problem of bad carbohydrates, thus catering to the health conscious consumers. They had prior experience and existing capabilities in the pasta market which helped them successfully launch Cucina Fresca.
How would you compare the pizza opportunity to that for pasta?
Comparison of Pizza opportunity to that of Pasta is tabulated as below,
Pasta
Pizza
Brand
Launched as a New Brand
Brand awareness already created due to Cucina Fresca
Market Demand
$4.4 Bn for refrigerated pasta
$ 5.8 Bn for refrigerated pizza
Distribution Channels
Retail stores, supermarkets
Dine-in, take-out, in store refrigerated
Competition
Just one main competitor, Has first mover advantage
Attempting to be a market follower, increasing competition in the future
Consumer perception
Highly health conscious consumers (85% of consumers reacted positively)
Viewed as