Why was Cucina Fresca Pasta successful?

How do you Compare the

opportunity for Pizza to that of pasta?

First-mover advantage: In 1980, the customers wanted some good resources to fulfil the
need to cook some healthy food and also to save time. People were moving from core
homely cooking to Home meal replacements (HMR). When the demand of consumer
shifted from mass produced highly processed food to healthy quality and authentic food,
demand for healthy gourmet raised. The truth Earth offered whole grain fresh pasta
with a new perception of tasty and healthy which made it successful in first move itself.
Tru Earth wasn’t necessarily the first company to offer whole grain fresh pasta but it was
the first ever to offer whole grain fresh pasta without losing the taste, and authentic
flavours of a well-cooked home-made pasta which made it a successful first mover in the
category. Cucina Fresca has successfully challenged the biased perception of the poor
taste of whole-grain products based on previous experiences of concerned people and
hence it was successful in creating a new look of tasty and healthy whole grain foods.

Convenience of product: Cucina Fresca was not only able to meet a demand for taste
and healthy foods, as discussed above, but also able to provide the ease for the people
who had extreme time constraints. Offering recent food rather than dry food, TruEarth
not solely aided its customers in reducing finding, executing, making ready time however
additionally, feel smart regarding the top quality of the merchandise that was in their
plate.

Reliable market search findings: Careful and elaborated marketing research has
competed a big role within the success of the Cucina Fresca alimentary paste line. The
findings and forecast were reliable and trustworthy which reduced the guesswork
methods used by the company before. This enabled TruEarth to look into many unmet
demands of consumers which are mentioned above.

For Launching the pizza, based on the case that we have some insights. When it comes
to technology, pizza would have an advantage since the large investment in machinery
and distribution was already made. To understand the Point Better, let us have a look at
the table below.

PASTA PIZZA
IT HAS A MARKET SHARE OF $4.4 BILLION WHOOPING $5.8 BILLION SHARE

IN USA, PEOPLE TAKE IT AS A MEAL CONSIDERED MOSTLY AS INDULGENCE

IT WAS LAUNCHED AS A BRAND-NEW PRODUCT PIZZA HAS THE BRAND RECOGNITION TO ITS
IN THE MARKET. NAME OF CUCINA FRESCA

NO CUSTOMIZATION OF TASTE AVAILABILITY OF CUSTOMIZATION

MORE INVESTMENT NEEDED GRADUAL INVESTMENT – SUBSTANTIALLY
LESSER

How do the pizza test results compare with the findings for pasta?

The two concept tests of pizza and pasta were based on 300 candidates across several
cities, pizza concept test was conducted in the malls and people were interviewed for
research purposes to get the better insights about the food quality and the taste that it
has. An overview comparison between the intent purchase result square measure seen
in exhibit 3(Pasta) and in exhibit 7(Pizza) square measure shown below within the
report.

Measures Pizza Pasta

Top Two Boxes 60% 76%

Mean Likeability 3.7 4.1

Mean Price/Value Rating 3.0 3.2

The "Top Two" Box measure is a measure which we record for the respondents who
indicated they either "definitely would buy" and "probably would buy" the product.
These percentages translate into approximately 228 out of the 300 indicated they had a
good level of interest in buying the pasta product. The result for the pizza product was a
bit lower which could have been a matter of concern, only 181 out of the 300 had a level
of interest in buying the product. This analysis provided a good game of numbers that
there are good chances to launch the product.

Mean Likeability is a measure on a 5-point scale of the likeability of the product with 5
being "like extremely" and 1 being the obvious “least liked “. Again, the pasta concept
test results were much more favourable than that of the pizza results. Pasta, the well-
established gourmet had scored 4.1 on scale of 5 whereas pizza scored a decent 3.7
which was quite okay for a new product.
 The last measure Mean Price/Value rating is a measure on a 5-point scale of the
perceived price per value with 5 being "extremely good value" and again 1 being the
“Least desired value”. The results again show a more favourable result for pasta: 3.2
versus pizza's 3.0. Pasta has a “.2” more than pizza which shows that there is a slight
affinity for pasta in people. This new product would take some time to get stabilised in
the market.

Is there a first mover advantage in pizza similar to fresh pasta?

Although it may seem like a very good situation that there is a first mover advantage, but
sadly there isn’t any smooth advantage as such of a first mover. Perhaps the only advantage
what we have is the brand name of Cucina Fresca attached to the pizza segment which we
think to Launch. Below mentioned is some proper explanation about why there is a limited
advantage of being a first mover.

Difficult penetration in market - Although the opportunities to grow, seem to be with at

same par with the fresh pasta market The cold pizza pie market doesn’t provide a lot of of a
chance to realize a big first-mover advantage as a contemporary whole grain food market
did Although, TruEarth Healthy Foods, of course, could be the first company to offer
refrigerated whole grain pizza. The advantage that frozen pizza product would have is that it
has the brand name attached with it. However, the whole grain pizza idea has been
established in the market by major restaurant chains like Papa’s John and Pizza Hut. This
would pose a high threat of taste benchmark which might result in customers losing their
interest in the new pizza line. Crossing an already set benchmark needs some extraordinary
performance from the product which is definitely a tough nut to crack. Therefore, we
believe the first-mover advantage in this market is not as significant as in the fresh pasta
market.

Highly competitive market: though the market is very potential for TruEarth, it's additionally
extremely competitive with saturated substitute dish merchandise giving at low costs by
huge corporations. this means a challenge in rating its new merchandise. Evidently, research
rumored that each customers and non-customers steered a lower cost for the new whole
grain dish (26% and thirty fifth severally, Source: Exhibit 9).

Unlike whole grain dish, the contemporary alimentary paste did not have competitors
getting in the market throughout the timeline after they were launching the merchandise.
They were two years ahead in terms of competition from their competitors . there have been
not Brobdingnagian players during this arena like Nestle and wrapping paper.
Attaching here a link which described papa john’s approach to 100% whole wheat crust
pizza
https://ir.papajohns.com/news-releases/news-release-details/papa-johns-introduces-100-whole-
wheat-crust-pizza

Would you go in launching the pizza? Give your reasons in support of your
views

Even though we see a lot of difficulties and competition for our product launch. Yet we
believe that we will be going for product launch. Here we present the SWOT Analysis with
our reasons.

Strength Weakness

Nutritious and customizable dish. High worth for prime quality products;

Brand worth in healthy foods ensuing from Whole grain crust is a smaller amount tasty
Cucina Fresca's success; than ancient crust

Ready-to-use packaging instrumentality recent merchandise has short expiration

and distribution infrastructure.
Opportunity Threats

Growing niche market of healthy and high-
quality foods;
- Growing health concern concerning "bad"
carbohydrates; client appreciation;
- are often the primary one to introduce cold
whole grain dish.
Whole grain dish isn't a brand-new idea;
High threat from direct competitor;
High threat from major edifice chains (Papa
John's and dish Hut);
High threat of substitute dish product (low
value frozen pizza) from huge players (Kraft and
Nestle); - Medium threat from new entrants.

Hence after analyzing all the aspects, we believe that we should go for the launch of frozen
pizza to enter the market with a new product therefore increasing chances to increase our
revenues.