Date post: | 18-Nov-2014 |
Category: |
Marketing |
Upload: | elizabeth-ayers |
View: | 195 times |
Download: | 2 times |
DiGiorno
Jeanetta Clement, Laura Fisher, Lena Welch, Elizabeth Ayers & Malavika William
Statement of Purpose
To conduct research of college students to determine the best practices necessary to increase DiGiorno’s market share
Our Good Problem
• http://www.youtube.com/watch?v=lquKTqn0B2E
The Brand
Strengths • Recognizable tag line• Lower price than delivery
Weaknesses • Numerous product recalls• New preference for smaller
meals
Opportunities • Specific targeting of college
campuses• Greater social media presence
Threats• Pizza delivery freshness• Variety of frozen food brands• Convenience of fast food
Qualitative Research
Quantitative Research
Key Insight
The Solution
Advertising
Social Media
Coupon Example
Summary
• Established brand among college students
• Get DiGiorno on the grocery list
• Price, taste, convenience