Publications
Publications
- October 1994 (Revised January 1997)
- HBS Case Collection
Nestle Refrigerated Foods: Contadina Pasta and Pizza (A)
By: V. Kasturi Rangan and Marie Bell
Abstract
Nestle Co.'s Refrigerated Foods Division has very successfully launched its Contadina brand pasta and sauces. The new product has achieved nearly $100 million in sales in three years. The division now considers an extension into the pizza line. This case provides a detailed look at the use of simulated test markets to forecast a new product's potential.
Keywords
Business Divisions; Forecasting and Prediction; Marketing Strategy; Product Launch; Sales; Commercialization; Consumer Products Industry; Food and Beverage Industry
Citation
Rangan, V. Kasturi, and Marie Bell. "Nestle Refrigerated Foods: Contadina Pasta and Pizza (A)." Harvard Business School Case 595-035, October 1994. (Revised January 1997.)
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