Totino's Market

Totino’s Frozen Party Pizza

Table of Contents

1. Executive Summary……………………………..……………………………………...1

2. Market Analysis………………………………………………………………………….1 2.1. Market Needs…………………………………………………….……………..1 2.2. The Market……………………………………………………….……….……..1 2.2.1. Market Profile………………………………………….…….…………2 2.2.2.Market Trends…………………………………………………….…..….2 2.3. The Company……………………………………………………….…….…….3 2.3.1.Product Offering………………………………………………………….3 2.3.2.Positioning……………………………………………..….……………...4 2.4. Competition……………………………………………………….……….…….5 2.4.1 Direct Competition…………………………………………....….….…..5

3. Marketing Strategy…………………………………………………………….….…….8
3.1. Critical Issues…………………………………………………………….……..8 3.2. Target Market Strategy…………………………………………..……..……..8
3.3. Positioning Strategy…………………………………………………….……...9
3.4. Branding………………………………………………………….……….….…9 3.4.1 Brand Name…………………………………………….……………...10 3.4.2 Brand Mark…………………………………………….…………….....10
3.4.3 Messaging………………………………………………….…………...10 3.4.4 Spokescharacter……………………………………………….……….11 3.5. Strategy Pyramid…………………………………………………….……..…11

4. Marketing Mix…………………………………………………………….…………….14 4.1. Product Marketing……………………………………………….……………14 4.2. Pricing…………………………………………………………….……………15 4.3. Promotion………………………………………………………..…………….16 4.3.1 Advertising…………………………………………….….……………..16 4.3.2 Sales Promotion…………………………………………..……….…..16 4.4. Channels………………………………………………………….…………...17

5. Market Research……………………………………………………….………….…..19

References………………………………………………………………………………………20

1. Executive Summary
You will want to write this section last. Summarize ALL key points from your paper, in paragraph form, but limit this section to one page maximum. Be sure to clearly identify the

References: The sales for frozen pizza have steadily increased as consumers are looking for a low-cost meal at home that is quick and easy to prepare (Alexander 2010). The generation today does not like to cook or cannot; “they like to heat and eat” (Alexander 2010). The popular trends for health and wellness options include the thin crusts, whole wheat, and reduced fat crusts (Hartnett 2005). Healthy Options Frozen pizza is no longer considered junk food as manufacturers are now making tasty pizzas into healthy meals (Francisco 2005) Size The smaller size frozen pizzas are more appealing to consumers to store in the freezer, and they can conveniently warm the pizzas in a toaster oven or microwave oven (The Frozen Pizza Challenge 2010) Price It is important that retailers and suppliers communicate the value they deliver to consumers with the price of frozen pizzas (Friedman 2010) Seiz, Keith. “Innovation key to frozen pizza category 's continued growth.” Baking Management. June 1, 2005. ISSN 1096-1577, Volume 9, Issue 6, p. 18. 15 Oct. 2013. The Frozen Pizza Challenge (2010), The Shopper Report. (accessed October 10, 2013), Business Insights: Global. Web. Hartnett M Best Frozen Pizza (August 2013), (accessed October 18, 2013), from [http://www.consumerreports.org/cro/magazine/2013/09/best-frozen-pizza/index.htm] Alexander, Steve Wishnow, Sharon J. “Frozen Pizza Sector Remains Hot In Rising, $2.3 Billion USA Market.” Quick Frozen Foods International. Oct. 2000. Francisco Janet. Frozen Pizza. Better Nutrition [serial online]. November 2005;67(11):24. Available from: Academic Search Complete, Ipswich, MA. Accessed October 18, 2013. Hartnett M. Pizza Makers Make ALLOWANCES FOR KIDS. Frozen Food Age [serial online]. April 2002;50(9):28. Available from: Small Business Reference Center, Ipswich, MA. Accessed October 1, 2013. Mogelonsky M. Let them eat pizza. American Demographics [serial online]. March 1995;17(3):10. Available from: Academic Search Complete, Ipswich, MA. Accessed September 30, 2013. Improve quality of crust with a pizza stone The trend for consumers purchasing frozen pizza has become known as a convenience factor for people with busy lifestyles (The Frozen Pizza Challenge 2010) Easier options to warm frozen pizza Consumers that prefer the convenience of smaller, single sized frozen pizza are more likely to utilize a microwave oven or a toaster oven (The Frozen Pizza Challenge 2010) Community awareness Another trend is consumers becoming more aware of the brand’s connection to the community (Seiz 2005) "The frozen pizza challenge." The Shopper Report Mar. 2010. Business Insights: Global. Web. 10 Oct. 2013. http://bi.galegroup.com/global/article/GALE%7CA222229082/f18fc46306fc526558b271f500139569?u=txshracd2589 Seiz, Keith Friedman M. Frozen Pizza Delivers Abundant Opportunity. Refrigerated & Frozen Foods Retailer [serial online]. March 2010;8(2):20-22. Available from: Small Business Reference Center, Ipswich, MA. Accessed October 23, 2013.