Nestle Refrigerated Foods: Contadina Pasta & Pizza (a) Essay

2788 Words Nov 19th, 2008 12 Pages
1. What are the strengths and weaknesses of the BASES I (concept test) and BASES II (concept + taste test)?

Both tests measure market potential to a degree. The results can be used to gauge level of awareness and possible usage of a product as well as to understand customer’s perception of the product/brand. These results can be used to potential sales and marketability of the product. However, the BASES I test does not utilize any actual products (taste testing) to ascertain customer reaction. It depends solely on the replies from potential customers to forecast marketability and impressions of the product. This type of survey can be conducted quite quickly with relatively little expense. On the other hand, BASES II includes a
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Also, the concept screening provided diagnositic information on product design, positioning and target market selection.

MRD’s results of the Concept Screening / Idea Refienement phase are detailed in exhibits 13, 14, and 15. Four hundred mall intercept concept interviews were conducted in four cities. Two hundred people were interviewed for each concept, with equal representation of males and females. The concept interview results are detailed in exhibits 13 and 14.

The cocept test feedback revealed that respondents did not favor frozen pre-assembled pizza when compared to the pizza kits or take out pizza. Overall average of all concept attributes for frozen preassembled pizza were 5.8 and 6.1 for exhibit 13 and 14, respectively. This is approximately 2 points lower than respondents score of pizza kits.

The concept screening for pizza kits were promising. Information gleaned from respondents indicated that the product measures slightly behind take out pizza in attributes related to ingredients, appropriate for family, and convenience. However, the respondents scored a larger variance between pizza kits and take out pizza for attributes related to taste. Attributes such as soggy crust, product variety, freshness, appropriate for special events, and overall taste had the largest variance between pizza kits and take out pizza. Overall

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