rachel fisher prof. azzaro imc 446 - summer

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!