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    Digiorno Pizza

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    shreyacool88
    Digiorno Pizza was introduced in 1996 and saw early success, but also faced challenges. Market research found that people preferred carry-out pizza for its taste and avoided cooking frozen pizza. Major concerns were that some people had trouble pronouncing "DiGiorno" and needed convincing that frozen pizza could taste good. To address these weaknesses, managers proposed conducting more detailed consumer research and testing simpler name options, as well as developing a product that matched carry-out pizza's taste while being faster to cook.

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    Digiorno Pizza

    Uploaded by

    shreyacool88
    623 views8 pages
    Digiorno Pizza was introduced in 1996 and saw early success, but also faced challenges. Market research found that people preferred carry-out pizza for its taste and avoided cooking frozen pizza. Major concerns were that some people had trouble pronouncing "DiGiorno" and needed convincing that frozen pizza could taste good. To address these weaknesses, managers proposed conducting more detailed consumer research and testing simpler name options, as well as developing a product that matched carry-out pizza's taste while being faster to cook.

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    Digiorno Pizza was introduced in 1996 and saw early success, but also faced challenges. Market research found that people preferred carry-out pizza for its taste and avoided cooking frozen pizza. Major concerns were that some people had trouble pronouncing "DiGiorno" and needed convincing that frozen pizza could taste good. To address these weaknesses, managers proposed conducting more detailed consumer research and testing simpler name options, as well as developing a product that matched carry-out pizza's taste while being faster to cook.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    623 views8 pages

    Digiorno Pizza

    Uploaded by

    shreyacool88
    Digiorno Pizza was introduced in 1996 and saw early success, but also faced challenges. Market research found that people preferred carry-out pizza for its taste and avoided cooking frozen pizza. Major concerns were that some people had trouble pronouncing "DiGiorno" and needed convincing that frozen pizza could taste good. To address these weaknesses, managers proposed conducting more detailed consumer research and testing simpler name options, as well as developing a product that matched carry-out pizza's taste while being faster to cook.

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    You are on page 1of 8

    DIGIORNO PIZZA: INTRODUCING A FROZEN PIZZA

    SHREYA MURALIDHAR ROLL NO 52 SECTION B

    INTRODUCTION Digiorno Pizza was introduced in the market in 1996 by Kraft. Was a booming success with sales of $ 120 million in first year and $ 200 million in second year. Before coming into the frozen pizza market Digiorno conducted a research study in which they sent out surveys to pizza lovers. It now has a 13 % share of the U.S. $2.3 billion frozen pizza category.

    FINDINGS OF THE SURVEY


    1.SMI Alcotts research indicated people ate pizza during fun social occasions or when nobody wanted to cook at home.They had sent out 1000 surveys to pizza lovers. Carry out pizza was preferred as compared to frozen pizza in terms of quality and avoidance of cooking 2. Loan Marketing groups survey indicated that women in the age group 25 54 stated they used frozen pizza for convenience but wanted carry- out pizza for taste. 3 In the survey conducted by Prodct Dynamics,Digiorno beat all other frozen pizzas and finished second. Major 2 concerns raised by market research : 1.People had trouble pronouncing DiGiorno. 2.People needed to be convinced that frozen pizza tasted good.

    SWOT ANALYSIS
    y

    Strengths 1.Kraft developed a pizza which rises in the oven as it cooks keeping in mind the goals of taste and convenience. 2.The advertisement emphasised fresh and baked taste. 3.They had conducted extensive research before entering the frozen pizza market and knew they had competition from carry-out pizzas.

    Weakness1.People still had a preference for carry-out pizza due to its taste and quality. 2.They had a complicated name which was tough to pronounce. 3. The research surveys conducted were not categorised on the basis of age groups so it was not interpreted which section actually liked frozen pizza.

    Oppurtunities-

    1.They could create a lot of brand awareness through advertisements. 2.Give discounts to improve sales. 3.Target the section of society which does not prefer cooking and go in for instant foods.

    Threats
    1.Carry- out pizzas were their biggest competitors and people preferred them due to taste and avoidance of cooking. 2.Convincing people about the fresh taste of frozen pizza could be difficult due to the preconceived image.

    SOLUTIONS BY A MANAGER
    y

    Conduct a more detailed survey on consumer preferences. Some of the data which could be included while collecting the survey is 1.Age of the purchaser 2.Gender 3.How often does he/she order pizza? 4.Money spent on pizza per month 5.Does he/she prefer cooking? 6.Rating scale for a pizza Talk to consumers and check if they are still able to pronounce they name correctly.If not go in for a simpler name. Try to increase market share by coming at par with carryout pizzas by creating a product which tastes the same as carry-out but takes less time to cook.

    Target certain age groups of consumer for Eg .the young generation who like pizzas and at the same time do not have much time to cook.A frozen pizza which takes less time to cook would be ideal for them. We can also check the awareness among the people for Krafts products What all customer expect from Kraft, if it launches its Frozen Pizza How they rate Kraft as a brand in comparison to other competitors. Where and When to survey? This survey is to be conducted at Malls or MNCs cafeteria Krafts own stores can be used to conduct survey. Stalls at supermarket to interact with other audience. Survey can be conducted during afternoon (lunch time) and evening (snacks time).

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