Current Situation
As the case states, Cucina Fresca has been the most productive and revenue generating product for the company TruEarth. The reason why it has been a successful brand for the company has been based upon various reasons. The major reason for the success of Cucina Fresca pasta has been because it developed as a fresh whole grain pasta line that has been prepared for “fresh kitchen” where it offers a variety of flavors such as the ravioli, tortellini, cut pasta along with various sauces also.
All these products were offered in a quantity of two and to be consumed in a single meal. This aspect of the pasta made it fresh every time consumed by the customers. Moreover, the pasta was a successful induction in TruEarth because prior to launching Fresca, the company conducted a BASES 1 study where it assessed the consumer awareness of the fresh whole grain pasta and their intent to purchase. The research was completed by conducting almost 300 tests across all parts of the country.
The results of these were quite positive and productive, they actually indicated that more than 76% of the people were actually willing to purchase the products offered under Fresca. Moreover, to make the market more aware and to increase customer base, the company even carried extensive marketing and advertising activities. All these were solely based upon the increase of Fresca.
Furthermore, Cucina Fresca has been easy to prepare quick recipe. It does not have a guess work. Along with this, each packet of the pasta recommended the best sauce option. The ingredients were blend quite smartly to provide the customer with optimum quality and taste. The company through Fresca entered into an untapped market, gave the customers the convenience to feel good about the food choices.
When compared the market opportunity with that of pasta, the market for pizza has been quite mature and already competitive. Players such as Papa Johns and Pizza Hut have already launched their multi grain or whole wheat crust to cater the needs of customers that are more health conscious.
Along with this, the pizza market has become rather limited because more people have become health conscious and want to health healthy. However, one major market opportunity for pizza has been the preference of United States customers who have been rather keen to use the product. therefore, in spite of extensive competition, where not only the international pizza chains have been offering competitive and high quality pizza to the consumers, the local players such as the Rigazzi has been new to the market, but it has been quite effective and rather proactive in gauging market attention.
The actual product development process for both the products pasta and pizza has been quite similar and comparable; however there are certain attributes and functions that distinguish the two and the product development process for the two become unique to a certain extent. The one major similarity amongst the two that needs to be discussed is the fact that the two have been developed through a similar process.
The company preparing all its products has conducted a four step process for the research and development. The first step includes the idea generation, then comes the concept screening, the product development and the testing and finally the quantification of the volume. This has been a norm for preparing all products offered by TruEarth.
The differences among the two have been the customer preference and market survey. For the consumption of pasta, the consumers are more committed because they feel that whole grain and organic pasta is healthier and as per the requirements of the health department.
On the other hand, pizza is more of a junk food that consists of raw materials that are unhealthy. The sauces used for the two can be compared as similar but pizza has some unique flavors to compliment the sauces.
Forecast
As the forecast model for pasta has been quite successful because the company prior to launching pasta conducted a survey which provided results and forecast sales, purchasing patterns, intent, etc. The reason is simple; the sales volume has been considerable and quite accurate in analyzing the prediction for the forecast demand for the pasta.
As per the details provided in exhibit 5, it has indicated that during the trail purchase intent, 27% people showed interest and said they shall buy pasta. Since pasta and pizza are quite similar in taste and preparation, both being Italian dishes, therefore, it can be assumed that the sales for both of them shall be quite similar. As the case states, the forecast demand for pizza has been an annual sale of more than $53 billion in the year 2007. .............................
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