Nestle Refrigerated Foods: Contadina Pasta & Pizza Brief
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Nestle Refrigerated Foods:
Contadina Pasta & Pizza
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 lot in developing new successful product through out their business life. Those steps are as follow;
Quantification of Volume
Commercial Evaluation…show more content… The kit product, consistent with NRFC’s component approach, however was feasible”
After selecting pizza kit as a product type, NRFC divided it into two classes;
a) Pizza kit with topping
b) Pizza only (without topping)
Option tested as per BASES II study:
a) NRFC conducted a market research to check the most feasible option among pizza and toppings and other option of pizza only.
For the purpose of pizza and toppings total sample was of 399, out of which 304 favor the concept and only 95 showed unfavorable responses to the option. That makes 76.19% favor the option and 23.80% were not in the favor of the pizza and toppings option.
Whereas sample of 198 respondent of pizza only 116 were the one who favors the option and rest 82 were the one who showed unfavorable response to the option. At the end pizza only interview respondents were asked if they thought the pizza came with topping or just cheese and sauce. Of those, 65% (76 people) understood that pizza came with just
sauce and cheese. Of the 82 unfavorable to the concept, 63% (52 people) understood that the pizza came with just sauce and cheese.
b) While conducting a market research NRFC take in account the response of
Contadina pasta users in relation with nonusers regarding the topping option.
Results of that survey is as follow:
Sample of pizza & topping = 399 (include 100 Contadina pasta users)