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    Truearth 111202140544 Phpapp01

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    jamesbond_1437
    The document recommends conditionally launching Cucina Fresca Pizza Veloce and Separates after mitigating risks in the current strategy. It found market research to be insufficient and the target market undefined. It proposes launching whole wheat pizza crusts and sauces separately for gourmet stores and together for supermarkets. The implementation plan outlines marketing, operations, and a timeline for promotion and monitoring success over two years before potential geographic expansion.

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    Truearth 111202140544 Phpapp01

    Uploaded by

    jamesbond_1437
    591 views25 pages
    The document recommends conditionally launching Cucina Fresca Pizza Veloce and Separates after mitigating risks in the current strategy. It found market research to be insufficient and the target market undefined. It proposes launching whole wheat pizza crusts and sauces separately for gourmet stores and together for supermarkets. The implementation plan outlines marketing, operations, and a timeline for promotion and monitoring success over two years before potential geographic expansion.

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    The document recommends conditionally launching Cucina Fresca Pizza Veloce and Separates after mitigating risks in the current strategy. It found market research to be insufficient and the target market undefined. It proposes launching whole wheat pizza crusts and sauces separately for gourmet stores and together for supermarkets. The implementation plan outlines marketing, operations, and a timeline for promotion and monitoring success over two years before potential geographic expansion.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    591 views25 pages

    Truearth 111202140544 Phpapp01

    Uploaded by

    jamesbond_1437
    The document recommends conditionally launching Cucina Fresca Pizza Veloce and Separates after mitigating risks in the current strategy. It found market research to be insufficient and the target market undefined. It proposes launching whole wheat pizza crusts and sauces separately for gourmet stores and together for supermarkets. The implementation plan outlines marketing, operations, and a timeline for promotion and monitoring success over two years before potential geographic expansion.

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    R ECOMMENDATION

    Conditionally launch Cucina Fresca Pizza Veloce and Separates, after mitigating risks affecting current strategy

    A GENDA

    Overview of the Company Market Research Competition Target Market Definition Alternatives and Recommendations

    Implementation and the Future

    O VERVIEW

    Founded in 1993 by Gareth DeRosa Offered healthy pasta and sauces Launched wholegrain pasta, Cucina Fresca, in 2006 Considering expansion into the refrigerated pizza market

    Facilities and resources already in place to support potential initiative

    PASTA V. P IZZA C ORE E LEMENTS


    Pasta First Mover: fresh whole wheat pasta and deluxe sauce Product development informal and intuitive Initial success despite lack of adequate market testing or business plan Pizza New opportunity in existing pizza market whole wheat crust with deluxe sauce Current market research is insufficient Bias against health image of pizza Incomplete business plan; infrastructure investments are already in place

    I NADEQUACIES IN MARKET
    RESEARCH

    Survey questions incomplete Sample size is too small 300 interviewed, 168 taste tests Ill-defined survey sample

    Had target market not yet been defined?

    C USTOMER P ROFILES
    Jenny - Gourmet Customer

    23 years old
    Young professional Health conscious Enjoys premium products Happy she can eat pizza again

    C USTOMER P ROFILES
    Cheryl Supermarket Customer

    42 year old mother Health conscious Wants to make a meal everyone can enjoy Wants to feel as though she is making a home cooked meal

    Price sensitive

    C USTOMER P ROFILES
    Paul - Not Our Customer

    35 year old male Doesnt believe in taste of wholegrain Likes the taste of take-out

    Not our target market

    C OMPETITION

    Take-out and frozen pizza Alternative refrigerated meals Rigazzi Kraft and Nestl

    A LTERNATIVES
    Decisions

    Criteria

    Go as is Conditional go No go No go, but expand pasta geographically

    Alignment with strategy Ease of implementation Fit with customer needs/wants

    Risk
    Profitability

    S ENSITIVITY A NALYSIS
    Market Penetration
    Mediocre 21% 5% 10% $4,939,200.00 Average 37% $8,702,400.00 Excellent 49% $11,524,800.00 $23,049,600.00 $34,574,400.00

    $9,878,400.00 $17,404,800.00

    15% $14,817,600.00 $26,107,200.00

    Therefore, do not go with Plan A: launching product as is

    R ECOMMENDATION

    Conditionally launch Cucina Fresca Pizza Veloce and Separates, after mitigating risks affecting current strategy

    R ISK

    Time

    Another competitor can enter and saturate market Lose first mover advantage

    Financial

    Infrastructure is already in place for pizza Companys pasta line will no longer be sustainable

    Brand Image

    Ensure pizza launch fits with company image Must taste good or will erode pasta line

    S TRATEGY G OURMET

    Launch Cucina Fresca Pizza Volace Separates

    Sauce and crust together

    Sell separate toppings for the refined palette. Examples:


    Arugula Shitake mushrooms Spinach & cheese

    Prices

    Base kit: between $5.00 $6.00 Toppings: vary according to ingredients

    S TRATEGY S UPERMARKETS

    Launch Cucina Fresca Pizza Volace

    Crust and sauce only

    Listed recommendation on package for suggested toppings Price

    Between $4.00 $5.00

    I MPLEMENTATION
    Inbound Logistics Marketing and Sales Customer Service

    Operations

    Outbound Logistics

    Use existing infrastructure; Source ingredients for pizza

    Small incremental retooling expense; Training; Product knowledge of whole grain

    New packaging; Satisfactory shelf life; Gourmet Stores: Aligns with strategy Supermarkets Complementary products Increased sales

    Free samples; Coupons; Innovative packaging; Lower price than initially planned

    Monitor topping preferences; Conduct customer service surveys regularly

    M ARKETING

    P ROMOTION

    Coupons

    $0.50 in-store Additional savings inside Cucina Fresca pasta

    In-store samples
    Explore venues for publicity

    Home magazines In-store advertising Etc.

    T IMELINE

    6 months Market research

    If positive, plan for pizza launch

    1 year Promote and launch product 1.5 years Monitor product success; experiment with new offerings 2 years Consider expanding geographically

    P OTENTIAL L ONG -T ERM S URVIVAL I DEAS

    Expand pasta and pizza lines geographically, rather than add new product line(s) Enhance pizza topping offerings

    Experiment

    60% / 100% whole grain crust Deep dish Thin crust

    Q UESTIONS ?

    S UPPLEMENTARY D ECISION M ATRIX

    S UPPLEMENTARY

    As per surveys, 13% care about the crust (people in favour of the crust) but this also gives the ability to customize and 35% said that it was about sauce and crust Sauce is a competency

    S UPPLEMENTARY S ENSITIVITY A NALYSIS

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