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Rachel Fisher Prof. Azzaro IMC 446 - Summer

Rachel Fisher Prof. Azzaro IMC 446 - Summer. Agenda. Product Background Company Background Category Background Competition Analysis Key Insights CTB Rationale Spider Chart Ads P.R./Promo Direct/Internet Summary/Wrap-up. Product Background. All pizzas are all-natural

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Rachel Fisher Prof. Azzaro IMC 446 - Summer

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  1. Rachel FisherProf. AzzaroIMC 446 - Summer

  2. Agenda Product Background Company Background Category Background Competition Analysis Key Insights CTB Rationale Spider Chart Ads P.R./Promo Direct/Internet Summary/Wrap-up

  3. Product Background • All pizzas are all-natural • No preservatives or trans fats • Dough fermented • Cheese made from real milk • Sausage not pre-cooked & made on-site • Gourmet flavors sold in addition to regular topping choices

  4. Company Background • Began as a family restaurant/bar - Opened in 1923 - First served pizza 1947 - Initially given away • Family run since day one • Expanded to 8 restaurants, 2 warehouses & created a distribution company for product that now manages 53 trucks • Restaurants make up 30% of HRI revenue

  5. Category Background • Survey of 15k consumers reported 93% response • Affect of purchase: - Taste - 36% - Prior experience - 23% - Value for money - 15% • No more than 2 in 3 would try ANY frozen pizza brand again * Source – Decision Analyst survey published in Frozen Food Digest December 2003 issue

  6. Competition Analysis • U.S. marketDiGiorno – 19.5% Private labels – 9.9% Tombstone – 8.1% Red Baron – 8.0% Other – 53.2% HRI – 1.3% • Total retail sales (2004) $4.21 bil. • Kraft Foods leads frozen pizza sales , but is selling to Nestle to pay for purchase of Cadbury

  7. What does this mean? Where does HRI fit in this picture?

  8. Pretty much everyone eats frozen pizza but… Pretty much everyone hates it

  9. Key Insights • HRI’s production process sets it apart from other category members • Unique corporate & distribution structure • Tie to brick & mortar stores a positive asset to leverage • Customers want something out of their frozen pizza experience, but have come to expect nothing

  10. CTB Convince families who are tired of bad frozen pizza That HRI tastes more like restaurant pizza Because they use homemade all-natural ingredients

  11. Rationale • A majority of consumers do not enjoy their frozen pizza experience but continue to purchase • HRI started as a restaurant & can rely on the credibility & longevity of such stores • By providing a different kind of pizza with a different kind of ingredients, HRI creates its own niche within the category

  12. Spider Chart

  13. Ad #1 – Frozen Fresh

  14. Ad #1 – Frozen Fresh • Shows the product in between worlds of restaurant & home • Reminds the reader that HRI is also served in brick & mortar stores • Compares its taste to that of other frozen pizzas, but in a positive & non-competitive manner

  15. Ad #2 – Family Time

  16. Ad #2 – Family Time • Food as nutrition, entertainment & a family event • Focus on value • Information on website content for those who wish to dress up their pizza • Candid family photos appeal to mothers

  17. P.R./Promo – P.R. • “Home Run Inn Derby” • Partnership with the MLB & Little League Baseball • Skills competition for Little League athletes - Fastest Base Running - Most Accurate Throw - Furthest Throw - Longest Home Run • Held at Little Cubs Field in Freeport, IL

  18. P.R./Promo – Promo • “Covering all the Bases” • Partnership with Dick’s Sporting Goods, who will have Derby entry forms in-store • Entries for Home Run Inn Derby on specially marked boxes • Specially marked boxes include $5 coupon for your child’s sports equipment at Dick’s stores

  19. Direct/Internet - Direct • “Try out for the Majors with Home Run Inn!” • Home plate shaped mailers sent to families who eat frozen pizza at least 3 times per month • Do-it-yourself blind taste test • Mailers feature a punch-out blindfold, coupon for a free HRI with purchase of competitor’s product

  20. Direct/Internet - Internet • “Home Run Inn Virtual Restaurant” • Expansion of recipe area on existing website • Meal ideas, pairings, menus & popular topping recipes/combinations • “Party Room” area for sharing birthday party ideas • “Chef’s Table” area for submitting recipes for custom made & mailed orders

  21. Wrap-up • HRI has placed itself in a well-selling category • Partnerships between HRI & family-friendly companies to increase awareness • A cohesive national effort will greatly improve consumer awareness & trial

  22. Thank you very much!

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