BASES model was used by the NRFC marketing team to estimate the forecasts of Contadina pasta product before entering that market. For the Pizza Market, I used the BASES model to find the estimated demand for the two pizza options. In the Appendix, the detailed calculations can be found. BASES analysis for Pizza and topping option gives us the value of Trial Unit purchase of 6,683 million units and repeat volume of 2,941 million. Besides, we analyze the Pizza Only option, which leads to the values of Trial Unit purchase of 5,317 million units and repeat volume of 2,339 million units. When we compare the numbers, the estimated purchase amount is found much higher in the Pizza and Topping option. However, when this number is compared with the BASES analysis of Contadina Pasta, it is observed that the trial and repeat volume of estimated pasta purchase much higher than the estimated pizza sales. We know that the target household is higher (99,5MM) in Pizza market than the Pasta Market (77,4MM) but the resulting estimated sales are found to be less in the Pizza market. There seems to be 2......

Word Count: 627
Page Count: 2.5 (250 words a page / double spaced)

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