| abstract | - 4-15-2007 Jessica Brand Personality: Caring about others and their enjoyment of food. Progressive Gourmets: Willing to try something new. Maybe new to the Gourmet category. These individuals are moving forward in their discovery of food. They're looking for the ah ha product. They're also continually improving their food preparing skills and knowledge. Remember that these individuals like the idea of nutritional and health benefits but aren't keen on the idea of supplements and additives. How many are there? Are there enough to allow this to be a succesful product? Remember to show the progression and how it will effect others by targeting these gourmets. It will ultimately become a tipping point caused by the markets we have chosen. THE RESULTS: Three out of the five team members were blindfolded to see if they could taste the difference. Who got it right? They sampled the products a total of six times. Megan - Tasted a difference with the Aqwa Perfecta four times. Sean - Tasted a difference with the Aqwa Perfecta six times. Laura - Tasted a difference with the Aqwa Perfecta five times. Quotes: "It was sturdier." " Better after taste." "The one without the Aqwa Perfecta was chewy." "The one without the Aqwa Perfecta was slimy." "I could definitely tell a difference." Positioning: The discovery of food and the improvement of the cooking experience with very little effort. Big Idea: Improving an experience. 4.15.07 (Megan) Some info/links on Events that are similar to what we have been thinking about... 4.14.07 (Megan) MEDIA TOUCHPOINTS 1. Subway- Orchestra 2. Online (work and home) 3. Taxi Toppers 4. Schools/Kids 5. Day Cares 6. Gyms (esp. women; progressive also in other areas of life- ex: different yogas) 7. Upscale lounges and Best-Kept Secret bars- free coat checks 8. Coffee shops/cafes: free coffee on weekends 9. Farmers Markets 10. Parks/dog parks- improve the square 11. Theaters/movies 12. Restaurants 13. Shows- Broadway, orchestra, ballet 14. TV- AM news with coffee April 8,2007 216.230.10.133 Jessica Here is the SWOT. Strengths
* Easy to use
* Perception of authenticity
* In its own category
* No preconceived notion
* Packaging options
* Possible partnerships
* Networking possibilities
* No negative nutritional impact Weaknesses
* No public awareness
* No distinct difference
* An association with additives
* Concerned with salt intake
* Scientifically Engineered
* Atkin's loyalists and dieters
* Questionable Need Opportunities
* Parnerships with pasta brands
* Increase in pasta consumption
* Increase in disposable income
* Broadening Pallets
* Increase in traveling abroad
* Buzz around cooking and cooking shows
* A lot of media avenues available Threats
* People don't know they're cooking pasta wrong
* Imported sea salt
* Easily copied or added to Seasoning SUMMARIZED~Aqwa Pefecta could be, "The other seasoning." Seasoning is the process of adding or improving flavors of food. Seasonings include herbs, spices, and all other condiments. In addition to the choice of herbs and seasoning, the timing of when flavors are added will affect the food that is being cooked. Pasta planning team at Wikia
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* Editing tutorial Welcome to the Pasta planning team mini wiki at My English Wiki! You can use the box below to create new pages for this mini-wiki. preload=Pasta planning team/preload editintro=Pasta planning team/editintro width=25 Do you fit the pasta profile? - how people eat pasta - Brief Article USA Today (Society for the Advancement of Education), March, 1998 A survey conducted for the Olive Garden Restaurant chain shows that 93% of Americans are pasta eaters. Three out of four do so one to three times a week, most often for dinner (89%). Although 15% say they have eaten pasta for breakfast, just 13% of those actually have prepared it for that meal, the rest gobbling up leftovers from the refrigerator. Americans use a variety of ways to ensure the pasta they are cooking is ready. The most popular testing method (42%) is tasting it. Others include biting the noodles in half (11%) and using utensils to separate or cut the pasta, touching it, and timing (eight percent each). Six percent of Americans don't test their pasta at all. When eating spaghetti-style pasta, 55% twist the strands around a fork, while 33% cut their noodles in half- Thirteen percent use a spoon, or spoon and fork, to twist pasta. Just four percent admit to slurping their pasta, Three out of four pasta slurpers are men. 'Who Consumes the Most Pasta' Northeasterners are the most likely to eat pasta on a weekly basis (84% do), according to the National Pasta Association. Southerners are less likely to eat pasta regularly (70%). However, the most dramatic increase in pasta consumption has been in the South, where 42% are eating more pasta today than they were five years ago. In the Northeast and the West, one in five residents serves pasta three or more times a week. All this demographic information points to a consumer base that's composed mainly of educated females with incomes over $50,000. Neller describes his core consumer as a "lifestyle consumer, rich of mind, who enjoys entertaining." "Our customers are people to whom food is warmth. It's a sense of coming together and socializing, not merely sustenance but celebration. That's how I see 'lifestyle' for our customers; food is a celebration - an everyday celebration. These are people to whom food is a center plate of their lifestyle, their existence." Such consumers are not exclusively Dean & DeLuca customers. They are well-traveled consumers with sophisticated tastes who appreciate and understand specialty gourmet products. And, according to Neller, they are becoming a larger portion of the American public. "You see it in supermarkets as they try to add on the specialty section. Food is an affordable luxury that consumers demand. It provides a sense of status, a sense of having arrived, and a reflection of your sophistication and culture. This is a long-term secular trend," Neller said. "Ethnic foods are within that specialty section. People are traveling more, they are becoming more open to other cultures, and as part of that, they are opening themselves to different palates. It's not just about Europe - it's about Asia, Central America, South America, everywhere." He continued, "This food as a lifestyle trend is starting to penetrate deeper into the American consumer to where food is really becoming central. Much like France was considered the culinary capital, I really see America becoming a centerplace for specialty foods. Every city has a great chef, chefs are becoming stars with celebrity - this was unheard of 20 years ago. Better food is becoming very important to the American consumer and we're becoming more discerning - not only in regards to the quality of the food, but also its healthy benefits." Of the 23,922,000 people who travelled abroad in 2005 from the US. 8% of them went to Italy. Hey Everyone! Here's some info I found on italian tourism from the US. It's a pretty good article out of the Washington Post (march 31, 2007). Here's where you can find it: . Here's a bit of a breakdown: 1. Almost 13 mill Americans travelled to Europe in 2006 (a 4% increase from 2005) 2. Trend in combining city and country visits- Spend time in Rome or Venice and then stay in farmhouses where they can participate in cooking classes and/or observe the making of cheese, wine, and pasta 3. Americans also increasingly are taking "experiential vacations," says Peter Frank, editor of Concierge.com. "They want to engage in an activity -- windsurfing in Croatia, hiking the pilgrim's trail to Santiago de Compostela [in Spain] or taking a cookery class in Italy." 4. Italy is the country that most interests American tourists (even though the UK and Paris receive more visitors) 5. Americans are "more savvy now about the pleasures of contemporary Italian culture," Mr. Lombardi says. "They can go and see the Pantheon, but they also realize that great Italian food is not spaghetti and meatballs." They want to sample regional identities, cuisine and villages in places like Tuscany and Umbria. I hope this helps. I'll continue to look for a more concrete # of Italian tourists. Hey guys, here is the research boiled down . . . let me know if you want it in word format. == Restaurant and Chef Trends == And why Aqua Perfetta should not be launched via restaurateurs or celebrity chef promotions The 80’s ushered in a decade in which chefs were viewed as rock stars and that inspired lavish restaurants with high prices and a sense of exclusivity. Chefs such as Jeremiah Towers, Mark Miller, Jonathon Waxman, Wolfgang Puck and the like. But if chefs were the rock stars of the 80s, they are now the television stars of the new millennium. Chefs are making their presence felt at trade shows everywhere. Increasingly, chef/restaurant-inspired cooking sauces, salsas, spice mixes, flavored olive oils and vinegars are appealing to consumers and consequently appealing to retailers. Thus comes in the idea of “food as fashion” where food is paralleled with the in and out trends of clothing and accessories. More consumers expect more from restaurants – what is hot at the time, something new, and something exotic. These food fads range from signature dishes and presentations to full-blown concepts and themes in which the restaurant is based. So where does Aqua Perfetta come into this picture? Aside from future consumer demand (roll-over from retailers) for more Italian-like pasta in restaurants, I don’t foresee launching it through either of these venues. Pasta is not an accessory and it’s not an in or out product! While Aqua Perfetta furthers the taste of Italian in a new and exotic way, (which more restaurants are supplying due to consumer demand) pasta still holds true as traditional, “comfort food” that people still and will always long for. If we use restaurants and/or celebrity chefs, as a venue there is a higher possibility of becoming a food accessory or fad, be forgotten over time, or be lost amidst the many other products (MSG, additives, etc.) being used to make more gourmet restaurants and authentic ethnic food taste more authentic.
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