is more costly and time 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
Premium Psychology Management Strategic management
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
Premium Marketing Brand management Product management
Nestle Refrigerated Foods (“Nestle”) must determine whether or not to introduce a refrigerated “Pizza Kit” product. Nestle must address several issues prior to product rollout: • Unproven concept – crust packaged together with separate packets of cheese and sauce ready for home use was a new concept. • Product positioning—the Pizza Kit must be positioned to attract most of its customers from the takeout/delivered (75% of total market) segment. • Brand awareness & extension—the product is in
Premium Marketing Brand management
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
Premium Brand Trademark Marketing
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)
Premium Marketing Product management Market research
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
Premium Marketing Market research Marketing research
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
Premium Marketing First-mover advantage Competitor analysis
Nestlé Refrigerated Pizza Case Executive summary: In 1990 Nestlé Refrigerated Food Company‚ NRFC‚ subsidiary of Nestlé S.A‚ had to decide about the launch of a refrigerated pizza‚ under the name of Contadina pizza‚ continuing the build of the refrigerated food category it started few years ago with the launch of the Contadina pasta and sauces‚ and where the satisfying results exceeded expectations‚ NRFC would be then the first mover in this new category product‚ pre
Premium Marketing Marketing research Pizza
of pizza sales could base on Contadina pasta’s 24% market-penetration rate‚ more conservative calculation should take different ranges of penetration rate into consideration. By choosing three possible penetration rates of 5%. 15% and 25%‚ the estimated results are demonstrated in Exhibit 1. In all three scenarios‚ kit only concept will not make up to company’s expectation. For kit and topping concept‚ only if penetration rate reach to 15%‚ launch decision could be supported. 1.2 Sensitivity analysis
Premium Italian cuisine Marketing Pasta
Nestle Refrigerated Foods: Contadina Pasta &Pizza (A) Case Assignment Prepared by Group I Ashish Kumar Dandale (1111093) Rohit Kumar Verma (1111139) Sloka Roy (1111146) New Product Development Submitted to Prof. Ganesh Prabhu 23rd July‚ 2012 Introduction This case first walks us through the journey of the launch of Refrigerated Pasta and Sauces by Nestle Refrigerated Food Company (NRFC) in the U.S. markets and then their decision to launch Refrigerated Pizza in 1990 based on various
Premium First-mover advantage Marketing Strategic management