Introduction Nestle Refrigerated Food Company, after having successfully launched and captured market share in the refrigerated pasta category, has to decide about the launch decision of refrigerated pizza in the US market. One of the significant reasons for the successful results of the refrigerated pasta launch was that there was no clear leader in this segment and that Nestle bought out an existing business and launched its pastas much earlier thus gaining first mover advantage. To achieve the
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Nestle Refrigerated Foods: Contadina Pasta and Pizza Problem Statement In the late 1980s the refrigerated foods market was not as developed in the United States in comparison to the refrigerated food market in Europe. Refrigerated foods were a successful and emerging market in Europe and many global food manufacturers began to target the U.S. market due to the immense untapped potential for refrigerated food products. Nestle, one of the largest food companies in the world, operated in the United
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[pic] |NesTLÉ REFRIGERATED FOODS: Contadina PIZZA | | | |Case Presentation
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NestReport on Nestle’ Contadina pizza Nestle’ 14th October 2013 Table of Contents Overview 3 Introduction 3 How did Nestle’ come to the conclusion of launching its pasta and sauce? 4 Why did Nestle’ launch its refrigerated pasta and sauce? 4 How did Nestle’ win the battle against Kraft’s Di Giornio pasta and become the market leader? 4 Why should Nestle’ go ahead with introducing its refrigerated pizza? 5 Why should Nestle’ not launch refrigerated pizza? 6 Recommendations
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Nestle Refrigerated Foods Company Case Summary Nestle Refrigerated Foods in 1990 was planning to introduce a refrigerated pizza product to launch in the U.S market after its successful enter to refrigerated Pasta and Sauces market in 1987. Nestle was accustomed to taking risks. Prior to launch of Contadina pasta and sauces, Nestle did the following: acquired a small company at a premium ensuring first-mover status invested heavily in distribution to avoid spoilage rates U.S market was undeveloped
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Case study: Nestle Refrigerated Foods Problem Statement: Nestle Refrigerated Food Company (NRFC) in the year 1990 while in the late 1980s the company has successfully captured the category by introducing refrigerated pasta and sauces in the markets which improved the shelf life of the earlier selling products in the U.S markets. NRFC is wondering whether or not they should launch a pizza product into the refrigerated foods market, and if it should have additional toppings sold separately or not
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Nestle Refrigerated Foods (“Nestle”) must determine whether or not to introduce a refrigerated “Pizza Kit” product. Nestle must address several issues prior to product rollout: •Unproven concept – crust packaged together with separate packets of cheese and sauce ready for home use was a new concept. •Product positioning—the Pizza Kit must be positioned to attract most of its customers from the takeout/delivered (75% of total market) segment. •Brand awareness & extension—the product is in the same
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143 or 19) - Background • 1987- Nestle’ enters the refrigerated food market by acquiring Lambert’s Pasta & Cheese. • Non—commodity refrigerated foods was a relatively undeveloped category in U.S in 1987 • Refrigerated foods were responsible for 7% of Nestlé's global sales despite little contribution from the potentially large U.S. Market Market Summary: Refrigerated Foods • Based on market research, Nestlé's decided to launch Contadina • Contadina Fresh Past & Sauces rolled out nationally
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MARKETING INFORMATION: MANAGEMENT AND RESEARCH MKTG 652 Instructor: Srini S. Srinivasan Office: Matheson - 502D Office Hours: Will be announced in the class. Reading Materials: Reading Packet from www.xanedu.com (Please go to the last page for further details). Course Objectives: The course objectives are to: ✓ Expose students to the various aspects of marketing research. ✓ Solve simple marketing research problems. ✓ Offer experience in executing
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Bus 252a Marketing Management Mondays and Wednesdays 2: 11:00 – 12:20pm Fall Semester 2014 International Hall Sachar Building Grace Zimmerman Senior Lecturer Email: gzimmerm@brandeis.edu Office: Lemberg 161 Office Hours: Mondays and Wednesdays 11:00 – 12:20 and 2:00 – 3:00 pm, or by appointment Brandeis University
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