Parameters Pasta Pizza

Market in Revenue $4.4 billion market $5.8 billion market

Considered as a meal Considered as an indulgence

Purchase intent of Higher and Stronger intent of

about 33% about 76%

Launched as a new Brand Awareness already

brand - Cucina Fresca established

Has first mover

Has heavy duty competitors
advantage
Incremental Investment is
More Investment
substiantally less

Perceived price value

Percevied value gap was high
gap was less
 Pizza – Mall Pizza – after
Parameter Pasta
intercept home trial
Favorable to the concept 60% 64.90% 76%
Like the whole grain aspect 19% NA 32%

Easy to prepare 16% NA 21%

9 % (favorable to
Good price 9% product amongst 18%
target group)

45 % (unfavorable
Considered too expensive 27% to product amongst 8%
target group)

Product likable because of being

31% NA 38%
freshly made and dated

Pasta
Trial Purchase Intent % of People
Definitely would buy 27.00%
% of "Definites" who actually buy 80.00%
"Definite" Purchases 21.60%
Probably would buy 49.00%
% of "Probables" who actually buy 30.00%
"Probable" Purchases 14.70%
Trial Rate (Definite + Probable) 36.30%

Pizza
Trial Purchase Intent % of People
Definitely would buy 18%
% of "Definites" who actually buy 80%
"Definite" Purchases 14.40%
Probably would buy 43%
% of "Probables" who actually buy 30%
"Probable" Purchases 12.90%
Trial Rate (Definite + Probable) 27.30%
 Parameters Pasta Pizza
Customer Awareness 17 50
ACV 50 40
Target households (in MM) 45.2 58.8
Market Adjusted Trial Rate 3 5.46
Trial Households 1.4 3.21
 Stages Pasta Pizza
Tapping the quick HMR Threat by competition in
Idea Generation Market, need for healthy tasty pasta segment, large pizza
whole grain products market, health trend
Concepts test, Mall
Formal Surveys like Mall
Concept Screening intercepts, interview of
Intercepts
"grocery shopper"
Convenience and Variety and
Product Development and Home Trial through sample
Testing through Focus Groups
Testing kits and taste tests
w/o actual taste tests

Customer Interest and

Customer Awareness & Quantification of estimated
Quantification of Volume Interest. Estimated Sales sales and repeat sales.
Required: $14 million Estimated Saes Required:
$12 million