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1、CaseStudy:CucinaPastaCompanyOverviewLeitrimFoodsistheonlyIrishmanufactureroffreshpastathatissoldunderthebrandname`CucinaPasta’.Despitebeingaverysmallcompany,thefounderdecidedtoadoptabrandingstrategyratherthansupplyown-label.Thelackofcompetitorsinthemarketenabledthefounder,KieranO’D
2、onohoe,toenteranichemarketandbuildabrandwithlittleornoadvertising.KieranO’Donohoeisachefbyprofessionandhespottedagapinthemarketwhileworkingintheflourimportbusiness.SecondarydataindicatedthatsalesoffreshpastahadbeengrowingsteadilyinboththeUSandtheUK.HefeltthattheIrishmarketwasripefo
3、rthesameproduct.Furthermore,the“Dolmio”brandwastheonlyfreshpastabrandonsaleinIreland.However,Dolmiowasexperiencinglogisticalproblemssincetheproductwasnotaneasyonetohandle.Theneedfortemperaturecontrolmadetransportationandhandlingoftheproductinretailshopsdifficult.Delaysindeliveryfro
4、mtheUKmeantthattheoptimumshelf-lifeoftheproductwasonly7to10days.ImmediatelyO’Donohoerecognisedtheopportunityforalocalsupplierthatcouldimprovedistributionandcutdeliverytime,thuswinningthevitaledgeovermulti-nationals.TheconsumerTheproductwasaimedatthebuyerwhodoesnotalwayshavethewilli
5、ngness,orability,topreparemeals.Itwaspositionedasahighqualityconveniencefoodthatwasnourishing,healthyandtasty.Themarketwasmainlycomprisedofyoung,affluentprofessionalswithbusylifestyles,well-traveled,whoeatalone-eveniftheyliveasfamilies.Chilledpastaispartiallyanimpulsebuy.Asaresult,
6、theattractivenessoftheproduct,theimpressionoffreshness,theassortmentofproducts,allhelpstimulateandmaintainconsumerinterest.ProductandbrandingTheproductismadefromnaturalingredientssuchasdurumwheatandfresheggs,andisinstantlydistinguishablefromdriedpasta,beingsoft,moistandeasytocook.O
7、’Donohoewasabletoofferretailersafreshpastaproductwithashelflifeof21to28days.Inthefirstyearofoperation,thenumberofproductsconsistedofsevenpastasincludingthreetagliatelles.Thefounderwasabletousehistrainingasacheftodevelopnewproducts.Heextendedtheproductlinebyofferingtwohome-madesauce
8、s(PalermoandPomodoro)which
