Cucina Fresca Case Essay

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1. The success factors of Cucina Fresca Pasta

* Thorough market survey – The company structured 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 sauces and 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. * TruEarth was successful in catering to the unmet demand for healthy pasta which tasted good as well. * Home meal replacements- Cucina Fresca provided a suitable alternative …show more content…
Consumer perception on Pizza:

* 77% of American consumers eat Pizza at least once a month but are highly skeptical about the health concerns-high carbohydrates. * Item of indulgence-Whole grain Pizza would need to taste better to overcome the existing prejudice against incumbent Pizza makers. * Price Sensitiveness-45% find it too expensive compared to existing options while 23% find it even more expensive than restaurants or takeouts. * 24% of consumers who were unfavorable to product recommended improvements in taste and flavor. * Consumers don’t perceive TruEarth whole grain pizza offering as a family pizza.

5. A) Evaluating demand for Pasta:

| Mediocre | Average | Excellent | Pasta Sales ($ mn) | 2.3 * 5.75 = 13.225 | 3.1 * 5.75 = 17.825 | 3.6 * 5.75 = 20.70 | Sauce Sales ($ mn) | 1.7 * 4.5 = 7.65 | 2.7 * 4.5 = 12.15 |
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