NESTLE REFRIDGERATED FOODS: CONTADINA PASTA & PIZZA (A) GROUP 2 Marketing Program Design Case Analysis GROUP 2 1302-066 Keshika Lakhani 1302-070 Jubin Goel 1302-073 Keval Shah 1302-086 Mrigakshi Punga 1302-087 Nandita Jaswal 1302-093 Nirav Shah 1302-206 Gagandeep Singh NESTLE REFRIDGERATED FOODS: CONTADINA PASTA & PIZZA (A) - GROUP 2 Contents Executive Summary ................................................................................................................. 2 Q1)
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Previously‚ Nestle entered the refrigerated food market with Contadina Pasta and Sauces‚ which was very successful due to the market research performed. The company invested heavily in distribution to develop products with low spoilage rates. Moreover‚ Nestle maintained a long-term focus and made strategic investments to ensure its position as one of the world’s premier food companies. As a result‚ they became the market leader in refrigerated pasta and sauces but realized they needed other new product
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consuming. Further compounding the problem in the Nestle case‚ is the fact that only past or loyal Contadina customers where surveyed. This segment of people is more likely to be favorably biased toward the product and will skew the results because they already believe in the brand and its products. Conducting the test in this fashion would not necessarily gauge the marketability to non-Contadina customer. Another complication comes from the likelihood that people who are given free samples are
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Marketing Management | Nestlé refrigerated foods: Contadina pasta & pizza | Case analysis | Ahmed MAJT18/11/2010 | Executive Summary In a growing ethnic food category‚ NRFC is facing the decision of launching or not Contadina fresh pizza. Study has shown that business viability is closely depending on brand penetration rate which is not accurately measured. Moreover‚ NRFC try to get the first mover advantage to face the expected concurrence of Kraft. Product is facing positioning
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awareness & extension—the product is in the same ethnic food group as its pasta & sauce product‚ and could damage this product if it is a bad product. Nestle should bring the Pizza Kit concept to market and position it as a high quality‚ reasonably priced alternative to both the takeout/delivered and frozen pizza segments. The Pizza Kit concept registered a high probability of buying similar to that of Nestle’s successful pasta & sauce product‚ and the refrigerated pizza market is not currently serviced
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Nestle Refrigerated Foods: Contadina Pasta & Pizza Case Brief: After the great success of Nestle Refrigerated Food Company (NRFC) product Contadina pasta and sauces‚ NRFC was thinking to grab the growth opportunity through brand extension of Contadina. As in case Cunliffe stated “Contadina became the market leader in refrigerated pasta and sauces‚ but to continue our rapid growth‚ we need other new product opportunities” NRFC had established certain guideline steps that might help them a
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Q1 Pasta Purchased Lambert’s Pasta & Cheese Challenge – Needed to identify a brand name; Found Contadina through focus groups and finalized upon Contadina Fresh Performed BASES I study to assess the current level of awareness and usage of fresh pasta and sauces. NRFC wanted to estimate first year trial volume‚ simulate total year 1 sales volume and understand likely effects of alternate positioning. BASES study forecasted market data such as trial rate‚ repeat purchase‚ transaction size and
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Pasta By: Abby Beidelman Nothing says Italian food like pasta. Wherever Italians emerged they have brought their pasta and so today it is like an international staple. Unlike other Italian foods like pizza and tomato sauce‚ which have fairly recent history‚ but pasta may indeed have as much older pedigree going back hundreds maybe even thousands of years. Back then schoolchildren were taught that the Venetian merchant Marc Polo brought back pasta from his journeys in china. Another version told
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about pasta. Although everyone know what is pasta‚ and eats pasta‚ but I am sure that anyone of us do not know what the actual history of pasta is. Furthermore‚ I will also explain the benefits of pasta‚ pasta shapes‚ recommendation of sauces for different types of pasta‚ and the basic way of cooking pasta. Pasta is an Italian food made from dough using flour‚ water and eggs. When talking about the origin of pasta‚ a distinction needs to be made between fresh and dry pasta. Fresh pasta is dough
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Handlowa | Log Out Search Industries Countries & Consumers Coming Soon My Pages Help Modify Search Results List Analysis Table of Contents HEADLINES TRENDS COMPETITIVE LANDSCAPE PROSPECTS CATEGORY DATA Full Market Reports Pasta in Poland Packaged Food in Poland Related Statistics View Statistics Related Industry Reports After Kraft Cadbury: What Next? Agricultural Commodities - Part 1: General Operating Environment Agricultural Commodities – Part 2: Present
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