1. Describe how the company/business used the four “P’s” to add value and/or promote the product or service.
Product- Red Baron
Price- Upscale frozen pizza, with quality ingredients. In this ad, it is not about pricing it is about pizza that is better than delivery. Essentially, making the claim that Red Baron has better quality then delivery, but offered for a better price.
Place- United States
Promotion- An image of a home whose drive-way is filled with delivery guys’ cars. Many people are gathered around the table, laughing and enjoying great food as more populate in the doorway discarding their delivery bags to join the party. A character shouts,” Save me some! No one does it like your mom!” Followed by a man’s voice recording saying the product attributes; “crunchy on the outside and soft on the inside. Take home that pizzeria taste.”
2. What industry(s) is the product or service a part of?
Retail/Grocery – Frozen Pizza. Entertainment.
3. Describe the target market.
The frozen pizza retail market is very competitive, forcing The Schwan Food Company (TSFC) to be clear and specific in their target market. Red Baron is a product platform targeting Mom’s that want to make everyone happy. Red Baron is the pizza that dad, the little ones, and mom can enjoy together. This mom cares about her family and wants to make everyone happy and therefore is willing to pay a little higher price than normal. She is concerned about the quality of ingredients (health), but is more focused on making a meal that satisfies everyone.
4. Does it work? Why or why not? Any general observations?
CEO Greg Flack revealed at the company’s recent Town Hall that Red Baron is the only frozen pizza readily available in retail that has increased in unit sales during 2012. This product is positioned in the company matrix as a star, a product with a dominant market share in high-growth markets. It is obvious, that this is a winning product for TSFC and this commercial appeals to their specified target audience. The commercial features the mom smiling at everyone else’s delight in the pizza and feels the satisfaction of a “job well done.” This advertisement strongly depicts the things that the target market is wanting to hear and does so successfully.