Nestle Contadina Pizza and Pasta
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) 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
1
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
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) 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
1
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