Design Process and Selection of Channels of Distribution

 About the product
 The consumer
 Competitors https://www.sciencedirect.com/science/article/pii/S0308814621013935
Who buys it?

What buy?
How much do they buy?
Europe accounts for the largest market share. The product has been an integral part of traditional meals for a
long time, especially in Italy and Greece.
In North America, the demand for the products has increased significantly. The U.S. is one of the largest
consumers of these products globally.
Asia Pacific is expected to exhibit the fastest growth during the forecast period. As the number of consumers
adopting Western diets increases rapidly, the demand for such products in China, India, Japan, Korea, and
Southeast Asian countries is growing rapidly. Furthermore, with an increase in the working population and
growth in disposable income, the demand for convenience food products has increased significantly in the
region. Moreover, China and Japan have traditional methods and recipes for cooking them. These factors
contribute to the industry growth in the region.
Brazil is among the largest producers of these products, behind the U.S. and Italy. Although the per capita
consumption is significantly lower than in European and North American countries, the demand for such
products is slowly increasing. New pasta recipes comprising cheese are slowly gaining popularity in the
region. Additionally, the demand for these products gradually increases in other South American countries,
such as Argentina and Chile.
In the Middle East & Africa, the demand for ready-to-cook products is propelled by the rising adoption of
Western food culture. Turkey acts as one of the key manufacturers of such products, which exports the
products to Japan, Iraq, and Ghana. Despite being a major producer, the consumption of such products is
comparatively low in Turkey than other producers in the global market.
As consumers are growing conscious about the impact of regular consumption of such products, new
varieties composed of whole grains are launched to meet the growing demand. New food recipes, such as
pasta salads, are offered in various deli counters and restaurants for consumers looking for a quick meal.
1. Design Process and Selection of Channels of Distribution
 Channels of Distribution: Pasta is typically distributed through multiple channels:

o Retail Stores: Supermarkets, grocery stores, and specialty food shops.
o Online Platforms: E-commerce sites (e.g., Amazon, Walmart) and direct-to-
consumer websites.
o Food Service: Restaurants, cafes, and catering services.
 Design Process: Companies often conduct market research to identify consumer preferences
and trends. This informs decisions on packaging, branding, and distribution strategies.
2. How is the Product
 Pasta is a staple food made from durum wheat, water, and sometimes eggs. It comes in
various shapes (spaghetti, penne, fusilli) and types (whole grain, gluten-free, flavored). It is
versatile, easy to cook, and often used in various cuisines.
3. Who is Pasta's Consumer and Buyer Potential
 Target Consumers:
o Families: Purchase pasta for family meals.
o Health-Conscious Individuals: Opt for whole grain or gluten-free varieties.
o Millennials/Gen Z: Interested in quick, convenient meal options (e.g., ready-to-cook
pasta).
 Buyer Personas:
o Busy Parent: Values convenience and nutrition, often buys pasta in bulk.
o Health Enthusiast: Looks for organic or specialty pasta options.
o Foodie: Interested in gourmet pasta and unique recipes.
4. How Much Do Consumers Buy and Where
 Purchase Quantity: Consumers may buy pasta in various quantities, typically ranging from
single packages (500g to 1kg) to bulk purchases (multi-pack deals).
 Where Consumers Buy:
o Retail Stores: Major grocery chains and local shops.
o Online: E-commerce platforms and grocery delivery services.
o Food Service: Restaurants and meal kits.
5. Consumption and Distribution Trends
 Consumption Trends:
o Increased interest in health-conscious options (whole grain, gluten-free).
o Growing popularity of convenience foods (ready-to-cook or pre-prepared pasta).
o Rise in international cuisines influencing pasta choices (e.g., Asian-style noodles).
 Distribution Trends:
o Shift toward omnichannel retailing, combining online and offline shopping
experiences.
o Increased use of subscription services for regular pasta delivery.
6. Purchase Decision Process
 Awareness: Consumers become aware of different pasta brands through advertising, social
media, and in-store displays.
 Consideration: They compare brands based on price, ingredients, nutritional value, and
convenience.
 Purchase: The final decision often occurs at the point of sale, influenced by promotions or
recommendations.
 Post-Purchase: Consumers evaluate satisfaction based on taste, ease of preparation, and
overall experience.
7. Main Goals of the Companies

 Increase Market Share: Expanding presence in retail and online channels.
 Enhance Brand Loyalty: Building a loyal customer base through quality and value.
 Innovation: Developing new products and flavors to meet evolving consumer preferences.
8. Customer Needs
 Quality and Taste: Consumers seek flavorful, high-quality pasta.

 Health and Nutrition: Growing demand for healthier options and transparency in
ingredients.
 Convenience: Quick cooking times and easy meal solutions.
9. Commercial Strategy Followed by Marketers
 Differentiation: Many pasta brands focus on unique recipes, organic ingredients, or

specialty shapes to stand out in a competitive market.
 Cost Leadership: Some brands emphasize low prices and bulk offerings, targeting budget-
conscious consumers.
10. Value to be Added to the Products
 Health Benefits: Highlighting nutritional information (e.g., high fiber, protein content).
 Recipe Ideas: Providing consumers with creative recipes and meal solutions.
 Sustainability: Focusing on eco-friendly packaging and sourcing practices.
11. Brand Image
 Quality: Brands position themselves as offering premium or authentic products.

 Heritage: Many pasta brands leverage their Italian roots or artisanal production methods.
 Sustainability: Increasing emphasis on environmentally friendly practices.
12. Goals (Long-term) with Commercial Distribution
 Market Expansion: Entering new geographical markets and demographics.

 Increased Reach: Strengthening relationships with retailers and online platforms.
13. Degree of Disposition of Goods and Services
 Time: Efficient supply chains ensure product availability.

 Place: Products are widely available across various retail and online channels.
 Form: Offering different formats (dry, fresh, ready-to-eat) to meet consumer preferences.
14. Market Coverage
 Companies often aim for extensive market coverage, ensuring product availability in major
retail chains, local stores, and online platforms.
15. Services and Supports Along the Channels
 Promotional Support: Providing marketing materials and in-store promotions to retailers.

 Logistics Support: Efficient distribution systems to ensure product availability.
 Customer Service: Offering support for both retailers and consumers regarding product
inquiries.
16. Good Collaboration Climate
 Fostering strong relationships between manufacturers and distributors through clear

communication, joint promotions, and shared goals.
17. Competitors
 Major competitors include:

o Barilla: Known for its wide range of pasta products.
o De Cecco: Offers premium pasta with a strong heritage.
o Private Labels: Many supermarkets have their own pasta brands, often focusing on
cost leadership.
o Specialty Brands: Companies offering gluten-free, organic, or artisanal pasta.
This comprehensive analysis provides insights into the pasta market, helping businesses formulate
effective strategies for distribution, marketing, and consumer engagement.

Design Process and Selection of Channels of Distribution

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Design Process and Selection of Channels of Distribution

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 About the product

Who buys it?

1. Design Process and Selection of Channels of Distribution

 Channels of Distribution: Pasta is typically distributed through multiple channels:

3. Who is Pasta's Consumer and Buyer Potential

4. How Much Do Consumers Buy and Where

5. Consumption and Distribution Trends

6. Purchase Decision Process

7. Main Goals of the Companies

 Quality and Taste: Consumers seek flavorful, high-quality pasta.

9. Commercial Strategy Followed by Marketers

 Differentiation: Many pasta brands focus on unique recipes, organic ingredients, or

10. Value to be Added to the Products

11. Brand Image

 Quality: Brands position themselves as offering premium or authentic products.

12. Goals (Long-term) with Commercial Distribution

 Market Expansion: Entering new geographical markets and demographics.

13. Degree of Disposition of Goods and Services

 Time: Efficient supply chains ensure product availability.

14. Market Coverage

15. Services and Supports Along the Channels

 Promotional Support: Providing marketing materials and in-store promotions to retailers.

16. Good Collaboration Climate

 Fostering strong relationships between manufacturers and distributors through clear

 Major competitors include:

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