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Stephen Cunliffe's Case Summary

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Stephen Cunliffe's Case Summary
Recommendation: NRFC should launch a pizza extension of the Contradina brand consisting of the pizza kit and toppings.

To reach the figure of $45M cited by Stephen Cunliffe as the measure for market success, the factors that contribute to this decision to move forward with the kit and toppings include:
● A very positive study by BASES (“BASES II study”) that had a “top two boxes” favorability for purchase at 76%, as opposed to 58% for the pizza only option.
● Cunliffe’s benchmark for market success represents only .3% of market share from a retail market size of $16.2B (retail segment of 88% multiplied by total market size of $18.4B).
● The NRFC believed that they could reasonable expect a market penetration of 25% of the current Contradina
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