DIGIORNO PIZZA

BY: AKASH GAUR

FACTS
The Krafts DiGiorno Pizza was a booming success. With sales $120million in the 1st year and $200milion in the 2nd year Not a coincidence, Extensive market research was conducted prior to production.

RESEARCH
SMI Alcott Conducted a research: 1000 pizza lovers were surveyed. The result: Carry out pizza were preferred for quality and frozen pizza for convenience. Women From 25 to 54 were surveyed: they want to have both sides of the coin i.e Frozen for convenience and carry out for taste. Hence, to handle the divergent goals :- Digiorno Pizza was Branded.

STRATEGIES
The Brand name Digiorno Pizza was hard to pronounce Hence extensive advertising was undertaken in which the word Digiorno Pizza was repeatedly said. Quoting alos Fresh Baked Taste

SUCCESS
The Digiorno Pizza gained reputation and it is the only Kraft product to touch the $200 million barrier so fast.

TARGETTED GROUP CHILDREN YOUTH WOMEN

PLACE OF SURVEY

PIZZA JOINTS
MALLS

SHOPS

TIME OF SURVEY
HOLIDAYS OCCASSIONS SOCIAL GATHERINGS

THINGS MEASURED
TASTES PREFERENCES LIKINGS All measured in terms of freshly baked, take away, home delivered, carry out, frozen pizza

METHODS OF SURVEY
Questionnaire Feedback forms Test marketing Concept marketing

LEARNING
Various data has been collected to conduct the survey
Population eating pizzas: numerical discrete data Age: numerical continuous data Age group: categorical data Gender: Categorical data

Scale of measurement: The ordinal scale is used to rate the product For example : How would you rate the taste of the pizza on a scale of 1 to 7(1 being lowest and 7 the best)