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Interview Cocktail Parties 1 year 1 month ago #36052

SAN FRANCISCO--With sales of pasta machines rising with double digits, producers are trying to provide more versions, additional attachments and improved teaching aids in a bid to curb product yields and retain the components from moving the way of juicers.
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Electric pastamakers have become a $22 million industry at wholesale in 1993, a 122 percent increase over 1992's figures. Approximately 30 percent of those units are offered in department stores, 25 percent in catalog-showrooms, 20 percent in bulk retailers and 25 percent in different stations, such as infomercials. The rise of this business is evident in the amount of producers introducing pasta machines in this week's Gourmet Products Show here. Welbilt and Rival are starting versions in the show. Rival's machine will retail for approximately $100 and attribute 10 expires, measuring cups, cutting tools, a movie, recipe book and storage cupboard.

The Welbilt Pasta Machine will carry a suggested retail of $129 and includes seven expires.
"it is a excellent category with a great deal of potential," noted Tom Lacalamita, advertising manager for small electric appliances in Welbilt. "I really don't believe [pastamakers] have surfaced," commented Richard Helfman, president of Creative Technologies Corp."Pasta hasn't established the fad, it is after the trend of healthful cooking," he explained of these components' popularity. The company carries five versions, which range from retails from $99 to approximately $200, and can be launching two accessory bundles with additional expires.

Industry sources credit Ron Popeil's infomercials for beginning the pasta machine fad. He spends roughly $10 million advertising that the Popeil Pasta Maker and his company is presently moving to put among both units in conventional retail channels. "Pasta machines would be the goose that laid the golden egg," Popeil explained. "There is a giant retail industry." So as to prevent erosion of the business's infomercial company, he added, retailers who promote sale costs on pastamakers can simply purchase Popeil's much more expensive unit, with a suggested retail of approximately $200. The company's additional unit sells about the infomercial for $159.
The torrent of new machines on the current market, however, has produced a familiar issue: cost erosion. Machines that once controlled a $150 sale costs are usually marketed for $99.

"The marketplace has been stable for quite a few decades," notes Don Burch, manager of sales/marketing for Lello, making the recognized Simac machine. "Now everyone believes they could expand the marketplace. It has become cost, cost, price. Some individuals jumping into it today are likely to be let down." Simac makes a unit that retails for $179, and in a spin, is starting a higher-end unit to retail for $260. "The class will wind up overrun by plenty of individuals," noted Lou Vitantonio, president of Vitantonio Manufacturing, which has been at the pastamaker marketplace for at least seven decades. "The retail will erode, together with a few providers. When and how, I don't know."

"I really don't understand how to teach customers the merchandise they purchase for $49 isn't the same as the one that they purchase for $149," added Bruno Valbona, president of Waring, that introduced its own pasta maker in the January Housewares show.

Producers are optimistic, however, the group will not become a different juice extractor company which began large and bottomed out in roughly a year. "I really don't believe [pasta] is similar to juicers," Helfman said. "It is similar to bread machines," that have steadily gained in popularity as consumers are much more individual in learning how to use them. "To be able to spend the price down, you need to take away from your item," Valbona explained. "You are kidding consumers" Some producers are taking the luxury approach into the rice machine marketplace. "Our controlled supply will result in price stability," noted Chris Craig, market director of fresh goods for Cuisinarts, that includes a machine using a retail of almost $300.
"We made a decision to choose the high street since you can not input a class with a poor solution," he added. "It is not our picture. You can not be penny wise and pound foolish."

"We protect our customers by not selling to the masses," Vitantonio explained. The device sells for $159 and the company provides several accessories to match the machine, such as combinations, bowls and cookbooks.
The prevalence of these units also has spurred a cottage industry of combinations and cookbooks. Maverick, that markets a 120 unit, has established a line of pasta combinations to make the process simpler. The mixtures, typically selling for four to $9.99, are also available as a bundle with all the machine.

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"You've got to reveal it as a class," stated Peter Chapman, executive vice president of marketing/sales to get Maverick. "The class lends itself to enormous merchandising opportunities," in retail, like a"pasta store" of bowls, mixes, platters and pots, he added. Five fresh pasta combinations are accessible through Wally's Kitchen Prompt Pasta Maker. The machine, originally distributed by Bo-Nash, will be dispersed by TriStar, the firm known for the infomercials for goods like Micro-Crisp.

Nature Farm Foods has followed up its powerful bread combinations using Wanda's Own Natural Pasta Mixes in five types. "The mixtures will help expand the group in precisely the exact same manner bread mixes aided the bread machine industry," said Doug Simon, president. Welbilt's Lacalamita is also writing a novel, independently of the business, known as The Ultimate Pasta Machine Cookbook, to supply recipes, instructions and nutrient advice for pastamaker pasta. Still, the very best impetus to prolong the category's development is customers' tastes for fresh pasta" ... the degree of pasta's popularity will stay high. It is a niche that could sustain itself," Lello's Burch explained.
Last Edit: 10 months 1 week ago by tuanbusku.
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