Please read through the case study and answer the following questions –
1 – Why was Cucina Fresca pasta successful? How would you compare the pizza opportunity to that for pasta? How would you compare the actual research process for each?
2 – What can the TruEarth team learn from Exhibit 6 about how consumers view pizza?
3 – How do pizza concept test results (Exhibits 7 & 8) compare with the findings for pasta (Exhibits 3 and 4)?
4 – Is there a first-mover advantage in pizza similar to fresh pasta?
5 – How do you interpret the findings in Exhibits 9 and 10 to evaluate interest in pizza?
6 – Would you launch the pizza?
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