The Contadina Pizza Kit and the Assembled Pizza are superior to the frozen pizza market in all concept attributes tested. The Contadina Kit and the Assembled Pizza is comparable to Takeout/Delivered pizza in approximately half of the concept attributes tested. The Contadina Kit and the Assembled Pizza will need to get the remaining concept attributes right to compete against the dominating Takeout/Delivered Pizza market: freshness, variety, convenience, taste good factor, easy to serve and crust type (these concept attributes received the highest ratings in the trial test for the Takeout/Delivered Pizza market). The Contadina Kit’s results were more favorable than the Assembled Pizza’s results. Takeout/Delivered pizza will be Contadina’s biggest competitor.
3. The concept test data for pasta yielded a trial rate of 9MM and a repeat rate of 8.5MM – 13.9MM depending on product quality while the Pizza with Toppings Kit yielded a trial rate of 7.7MM and a repeat rate of 3.4MM and the Pizza Only Kit yielded a trial rate of 5.6MM and a repeat rate of 2.5MM. Qualitative concept data showed similar preferred concept “likes” between pasta and pizza. The following concept categories were important to both pasta and pizza consumers: general variety, convenience and freshness.
4. The pizza product shares many of the same essential elements as did the pizza opportunity while also having the advantage of capitalizing on the pasta product’s extensive research, branding, and sales success. Some of the similarities between the pizza and the pasta opportunity are how they would be categorized, how the food would be sold, and how they would enter the market. Nestle decided to brand the pizza like the pasta pro ...