What's Up with Pasta
What's Up With Pasta
Q1: We need to understand and research why the Spaniards are spending relatively less on Pasta than its European neighbors.
Current market research done by AEFPA offers insufficient data, so we need to improve data quality. The main goal is the get a clear demographic segmented market overview. One of the problems is that we cannot clearly identify the potential and current pasta consumers clearly – we simply do not know enough about of core target group. In addition we need insights on consumer behavior and habits as we do not know what drives the consumer decision when choosing pasta and when declining pasta. Another advantage of a broad market study would be that it would become clear if there are segments in the market currently not being explored. As a result we will be able to clearly identify the market entry barriers for pasta.
According to our calculations (Appendix 1), there is an underutilized yearly market gap of EUR 87Mln. Given this significant amount we find it justified to spend 0.2% (Eur 175.000) of the market gap initializing the market research plan, collect the data and conduct the analysis. Costs to marketing strategy, marketing planning and implementation are not included in this figure. We estimate the overall cost of the market research will be Eur 132.800
Judging from informal discussions with contacts in Unilever and Kraft Foods, our estimate seems to be on the low side.
Q2 - Methodology:
We are interested in conducting both quantitative and qualitative research. In our opinion we need both elements to fully understand the market. This will allow us to better segment the market.
Starting point of the quantitative research is the detailed quantitative research already done by AEFPA. The Geographical sales overview, distribution channels and sales pr. pasta type, must be investigated further. We suggest conducting a demographic segmentation overlay to this data, as the segmentation will serve us by
Q1: We need to understand and research why the Spaniards are spending relatively less on Pasta than its European neighbors.
Current market research done by AEFPA offers insufficient data, so we need to improve data quality. The main goal is the get a clear demographic segmented market overview. One of the problems is that we cannot clearly identify the potential and current pasta consumers clearly – we simply do not know enough about of core target group. In addition we need insights on consumer behavior and habits as we do not know what drives the consumer decision when choosing pasta and when declining pasta. Another advantage of a broad market study would be that it would become clear if there are segments in the market currently not being explored. As a result we will be able to clearly identify the market entry barriers for pasta.
According to our calculations (Appendix 1), there is an underutilized yearly market gap of EUR 87Mln. Given this significant amount we find it justified to spend 0.2% (Eur 175.000) of the market gap initializing the market research plan, collect the data and conduct the analysis. Costs to marketing strategy, marketing planning and implementation are not included in this figure. We estimate the overall cost of the market research will be Eur 132.800
Judging from informal discussions with contacts in Unilever and Kraft Foods, our estimate seems to be on the low side.
Q2 - Methodology:
We are interested in conducting both quantitative and qualitative research. In our opinion we need both elements to fully understand the market. This will allow us to better segment the market.
Starting point of the quantitative research is the detailed quantitative research already done by AEFPA. The Geographical sales overview, distribution channels and sales pr. pasta type, must be investigated further. We suggest conducting a demographic segmentation overlay to this data, as the segmentation will serve us by