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
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The concept test data clearly even in terms of its parameters like creating uniqueness in the product, negligence of the pricing and more focus on improvement or change rather than formation, establishes this fact.
Looking at Exhibits 19, 20 and 21 - the predominant focus on the pricing of the product, the features / characteristics of the pizza kit itself in terms of taste and delight propositions to the customer, comparison with alternatives (emphasis on ALTERNATIVES and not competitors, because none existed) clearly proves that Nestlé was focusing on starting from scratch, creating a market by offering something that till then did not exist.
Q4) What is your reading of Exhibits 23 and 24? (include Exhibit 18 if you wish)
Exhibit 23
This exhibit talks about market research analysis conducted by Nestlé, with regard to its pizza and toppings, with the sample size of 186 people out of which 130 had a favourable intent to purchase the product and 56 were against. In percentage the exhibit tells us about the number of people who had particular likes (“Favourable”) about particular features/ characteristics of the product.
Talking about the “Suggested Improvements” section- these were the recommendations of the people in general (both favourable and non-favourable about areas of the product which