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商品編號： 9-595-035 出版日期： 1994/10/28 作者姓名： Rangan, V. Kasturi;Bell, Marie 商品類別： Marketing 商品規格： 36p 再版日期： 1997/01/30 地域： United States 產業： Food industry 個案年度： 1990 - 1990
商品敘述：
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.
涵蓋領域：
Brand management;Consumer marketing;Market research;Product launches
相關資料：
Case Teaching Note, (5-596-009), 11p, by Marie Bell;Spreadsheet Supplement, (XLS242), 0p, by V. Kasturi Rangan, Marie Bell
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