Nestle Contadina Pizza
Q1
Pasta
Purchased Lambert’s Pasta & Cheese
Challenge – Needed to identify a brand name; Found Contadina through focus groups and finalized upon Contadina Fresh
Performed BASES I study to assess the current level of awareness and usage of fresh pasta and sauces. NRFC wanted to estimate first year trial volume, simulate total year 1 sales volume and understand likely effects of alternate positioning.
BASES study forecasted market data such as trial rate, repeat purchase, transaction size and purchase frequency.
Concept studies to determine best positioning
Completed 300 concept tests in six different cities, wherein the respondents were 18+ females who were the primary grocery shopper.
Among Homemade, Pasta Dinner and Superior positioning; Superior emerged as the best alternative
Based on market research findings, BASES model was used to predict key forecast data
Top-two box score was 75% (exhibit 4) which led to adjusted trial rate of 34.5%
Promotion strategy
Spent $13MM in advertising which was estimated to generate 48% awareness
Spent $6.2MM in consumer promotion followed by $4.8MM in trade promotion
Combined effect of the promotions was anticipated to result in 70% ACV (which represents 70% of sales volume of all food products in that area).
Repeat purchase
As no product existed, BASES used consumer reaction to the concept and its prior experience with dry pasta to forecast repeat purchase
Three scenarios of product quality (mediocre, average and excellent) were forecast
Due to shorter shelf life, 6-week purchase cycle was assumed.
Volume was forecasted as in Table A
Pasta sauce – Analysis similar to pasta was conducted; market size was two-thirds of that of pasta
Positioning
BASES used PASS (positioning analysis and segmentation summary)
Utilized 27 attribute statements used by consumers to determine criteria influencing recognition, preference and fit of brands
Manufacturing and Distribution
Existing manufacturing facilities were
Pasta
Purchased Lambert’s Pasta & Cheese
Challenge – Needed to identify a brand name; Found Contadina through focus groups and finalized upon Contadina Fresh
Performed BASES I study to assess the current level of awareness and usage of fresh pasta and sauces. NRFC wanted to estimate first year trial volume, simulate total year 1 sales volume and understand likely effects of alternate positioning.
BASES study forecasted market data such as trial rate, repeat purchase, transaction size and purchase frequency.
Concept studies to determine best positioning
Completed 300 concept tests in six different cities, wherein the respondents were 18+ females who were the primary grocery shopper.
Among Homemade, Pasta Dinner and Superior positioning; Superior emerged as the best alternative
Based on market research findings, BASES model was used to predict key forecast data
Top-two box score was 75% (exhibit 4) which led to adjusted trial rate of 34.5%
Promotion strategy
Spent $13MM in advertising which was estimated to generate 48% awareness
Spent $6.2MM in consumer promotion followed by $4.8MM in trade promotion
Combined effect of the promotions was anticipated to result in 70% ACV (which represents 70% of sales volume of all food products in that area).
Repeat purchase
As no product existed, BASES used consumer reaction to the concept and its prior experience with dry pasta to forecast repeat purchase
Three scenarios of product quality (mediocre, average and excellent) were forecast
Due to shorter shelf life, 6-week purchase cycle was assumed.
Volume was forecasted as in Table A
Pasta sauce – Analysis similar to pasta was conducted; market size was two-thirds of that of pasta
Positioning
BASES used PASS (positioning analysis and segmentation summary)
Utilized 27 attribute statements used by consumers to determine criteria influencing recognition, preference and fit of brands
Manufacturing and Distribution
Existing manufacturing facilities were