Contadina Pasta Case Study Summary

• NRFC is having problems choosing between launching Pizza & Toppings and Pizza only products.

• New product in the form of a brand extension in a segment that has not been touched.

• Positioning of the Pizza kit so that it is able to take .3% of the market share away from takeout/delivery (majority of the market share).

• Major competitor Kraft has already tested and possibly on the verge of capturing the 1st mover advantage.

• Pricing the pizza kit competitively so it is able to appeal to consumers and compete with takeout/delivery pizza.

Pasta

Contadina Pasta and Sauces was able to take advantage of being the first company to make a move in the refrigerated food segment. This is all given credit to the market research team of Nestle, as they were able to do tremendous amount of research to position the product to be a hit in the new segment. Nestle was able to establish great brand recognition with the Contadina brand. Traditional, authentic Italian food, and old fashioned are the terms that came to consumers mind when mentioned the brand of Contadina. Nestle was able to communicate to the customer that Contadina was of superior quality and always fresh. The product was able to be refrigerated instead of frozen adding that much more freshness. Nestle was able to advertise the 1st mover advantage to the primary shoppers of the

Great branding and development support in the refrigerated pasta segment, will allow for tremendous success. The pizza comes with a first mover advantage that gives Nestle a greater lead in this niche market. Most manufacturing, distribution, and marketing employees have experience and knowledge of the refrigerated pasta segment, which helps Nestle with lowering costs. They should launch the pizza and toppings products before Kraft so they can capitalize on the first move advantage and have a repeat of the Contadina pasta and sauce