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