Post on 24-Feb-2016
description
transcript
Rachel FisherProf. Azzaro
IMC 446 - Summer
AgendaProduct Background
Company BackgroundCategory BackgroundCompetition Analysis
Key InsightsCTB
RationaleSpider Chart
AdsP.R./Promo
Direct/InternetSummary/Wrap-up
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
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
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
Competition Analysis• U.S. market
DiGiorno – 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
What does this mean?
Where does HRI fit in this picture?
Pretty much everyone eats frozen pizza
but…
Pretty much everyone hates it
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
CTB
Convince families who are tired of bad frozen pizza
That HRI tastes more like restaurant pizza
Because they use homemade all-natural ingredients
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
Spider Chart
Ad #1 – Frozen Fresh
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
Ad #2 – Family Time
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
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
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
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
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
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
Thank you very much!