Question 1

The process followed for the market research for Whole Grain Pizza is similar to that of the

Fresh Pasta & Sauce, but not identical.

What are some key differences between the market research processes followed for 'Fresh

Pasta & Sauce' and 'Whole Grain Pizza'? Which research process is more robust and why?

Question 2 

Look at 'Exhibit 7 - Pizza Concept Purchase Intent, Mall Intercept'. What are some insights

that you can derive from the exhibit? Also include insights derived by comparing it to

'Exhibit 3 - Fresh Pasta Purchase Intent'. Mention at least 3 insights in total.

Question 3

The following excel file provides a template to help you with the calculations needed to

answer questions 3A and 3B. Please take all figures and assumptions directly from the case

study. Please use the template while adding your calculations to the submission file.

Note: While some formulae are already entered into the template, you must verify that the

calculations are being done in a logical way. You may check the sample answer file in the

next segment in case you need to more clarity on which cells to fill.
Note: Rows 29 and 31 will calculate the  retail sales revenue and TruEarth sales

revenue (after deducting retail margin) respectively.

There are two factors which might affect the sales figures of the Whole Grain Pizza. These

are:

1. Market penetration of Cucina Fresca, which Eckstein believes can vary from 5% to

15%

2. The product quality, which affects repurchase rate, can vary from Mediocre to

Average to Excellent. 

The combinations of the above two factors can help you determine the best case and worst

case scenarios. The places where you can insert the above factors are marked in yellow on the

template. You would also need to fill in the rest of the data by sourcing them from the case

study.

Question 3A: Assume the worst case scenario in terms of the the factors mentioned above.

What would be the predicted sales revenue for the Whole Grain Pizza? Explain your thought

process behind considering the worst case scenario. Paste the excel template containing your

calculations in the submission file.  (5 marks)

Question 3B: What would be the predicted sales revenue of the Whole Grain Pizza in

the best case scenario? Explain your thought process. Paste the excel template containing

your calculations in the submission file. (5 marks)

 
Question 4 

From the point of view of the customer, what are the top 2 pizza categories that TruEarth

Whole Grain Pizza will compete against? What advantages or disadvantages does TruEarth

have in comparison to these categories?

Question 5

Is the Whole Grain Pizza appropriately priced for the customer? Use data to justify your

answer.

Question 6

Are you in favor of launching the Whole Grain Pizza? Please include a detailed justification

of your answer, including both qualitative and quantitative arguments.

Note: 4+4 marks will be awarded for the qualitative and quantitative points respectively. The

remaining 2 marks will be awarded for the decision itself.