Nestle Contadina Pasta and Pizza

NESTLE REFRIDGERATED FOODS: CONTADINA PASTA & PIZZA (A) GROUP 2

Marketing Program Design Case Analysis

NESTLE REFRIDGERATED FOODS: CONTADINA PASTA & PIZZA (A) - GROUP 2

Contents Executive Summary ................................................................................................................. 2 Q1) Using the BASES model described in Exhibit 9, forecast the estimated demand (trial and repeat) for the two Pizza options under consideration: Pizza and Topping and Pizza Only. ......................................................................................................................................... 3 Q2) What can one learn from Exhibits 13, 14, and 15? .......................................................... 3 Q3) How does the pizza concept test data (Exhibits 19, 20, and 21) compare to the pasta concept test data (Exhibit 6)? .................................................................................................. 4 Q4) What is your reading of Exhibits 23 and 24? (include Exhibit 18 if you wish) ............... 4 Q5) In general, how would you compare the pizza opportunity to the pasta opportunity? What are the similarities? Differences? ................................................................................. 5 Q6) Why was the pasta product so successful? ....................................................................... 5 Q7) How do you like Nestlé’s new product development process? For pasta? For pizza? .... 6 Q8) Would you launch the pizza? ............................................................................................ 6

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NESTLE REFRIDGERATED FOODS: CONTADINA PASTA & PIZZA (A) - GROUP 2

Executive Summary Nestle Refrigerated Food Company, in 1990, had to decide about the launch of Contadina Pizza (a refrigerated pizza), and so that it could continue the building of the refrigerated food category started by it a few years ago. It had entered this category through the launch of...