Design of a customer plan based on a deep analysis of the retailer and the category "frozen pizza" (private labels and competitors position, price strategy, logistic structure, the shelf); in addition, a marketing tools analysis was conducted; segmentation suggestions (space and merchandising), new opportunities proposal (innovation and partnerships, new products, off and on line improvements). Team Members: Chiara Cilardo, Cristina Munoz Garcia, Azzurra Maria Barausse, Valeria Di Persio D'Agostino

5. AC
Nielsen
–
January
2013

7. HEADQUARTERS
LIMITO
DI
PIOLTELLO
(MILANO)
TURNOVER
AROUND
6.8
BILLION
MARKET
SHARE
8.1%
NUMBER
OF
STORES
87
HYPERS,
49
SUPERS
&
7
SUPERETTE
FORMAT
HYPERMARKET,
SUPERMARKET
&
SUPERETTE
SQM
AROUND
54,405
EMPLOYEES
MORE
THAN
19.800
LOCATION
NORTHERN
&
CENTRAL
ITALY
,

13. NEARLY
50%
BETWEEN
30-­‐40%
BEST
PRICES
FOR
THE
BEST
QUALITY
AND
RANGE
OF
PRODUCTS
THEY
CHECK
PRICES
FROM
ALL
THEIR
MAIN
COMPETITORS
ENSURING
THEY
ARE
REALLY
OFFERING
THE
LOWEST
PRICES
IN
ITALY
MODIFY
THEIR
PRICES
PRICING
MARGINS
PREMIUM
PRODUCTS
HIGH
ROTATION
AMBIENT
&
FROZEN
PRODUCTS

18. SKUS AVERAGE
PRICE
(
€
NO
PROMO,
1
UNIT)
PRICE
IN
ESSELUNGA
(
€
NO
PROMO,
1
UNIT)
BUITONI
BELLA
NAPOLI
PIZZA
MOZZARELLA
E
POMODORO
660GR
(
PACK
2)
2,33 2,50
FINDUS
SOFFICINI
PIZZA
MOZZARELLA
E
POMODORO
390GR
(
PACK
1)
2,80 3,14
CAMEO
PIZZA
REGINA
PIZZA
MOZZARELLA
E
POMODORO
600
GR
(
PACK
2)
2,04 2,00

19. €
6,20
€
2,74
€
3,18
€
3,37

21. MARGHERITA
OTHERS
REGULAR
SMALL
TIME
SAVING
PRICE
BRAND
FORMAT
BRAND
TASTE
&
VARIETY
PRICE
REGULAR
SMALL
TIME
SAVING
FROZEN
PIZZA

22. FOODIE
SEGMENT
TASTE
BRAND
PRICE
FORMAT
THEY
MAY
BE
INTERESTED
IN
TASTE
WHICH
MEANS
THAT
THEY
WILL
LOOK
FOR
THEIR
FAVORITE
FLAVOUR
&
BRAND,
AND
AFTER
THEY
WILL
LOOK
OTHER
FEATURES

23. VISUAL
SHOPPER
SEGMENT
BRAND
PRICE
FORMAT
QUANTITY
FLAVOUR
THEY
MAY
BE
HIGHLY
VISUAL,
MEANING
PACKAGING
&
BRAND
BECOMES
KEY
IN
THEIR
DECISION
MAKING
PROCESS

24. CONVENIENCE
DRIVEN
SEGMENT
SIZE
PRICE
FORMAT
FLAVOUR
BRAND
THEY
MAY
BE
LOOKING
FOR
FUNCTIONALITY
&
C O N V E N I E N C E
S O
P A C K A G I N G
FUNCTIONALITY,
SUCH
AS
THE
ABILITY
TO
RESEAL
OR
HAVING
MULTIPLE
INDIVIDUAL
CONTAINERS,
MAY
INFLUENCE
THEIR
DECISION

30. MARGHERITA
(PACK
2)
BUFALA
POMODORINI
&
OLIVE
FUNGHI
PARMIGIANO
MARGUERITA
(PACK
4)
PIZZA
RICCA
PIZZA
RICCA
‘GENEROSA’
4,99
3,49
2,99
2,99
2,99
6,69
2,24
2,98

31. PIZZA
REGINA
(PACK
2)
RISTORANTE
‘GAMBERI’
RISTORANTE
‘SALMONE’
RISTORANTE
‘4
FORMAGGII’
RISTORANTE
‘TONNO’
RISTORANTE
‘SALAME’
RISTORANTE
‘FUNGHI’
RISTORANTE
‘PROSCIUTTO’
RISTORANTE
‘SPINACI’
RISTORANTE
‘PESTO’
SPEEDY
PIZZA
(4
MINI)
TRADIZIONALE
MARGHERITA
AMERICAN
STYLE
3,99
3,79
3,79
2,65
2,65
2,65
2,65
2,65
2,65
2,65
2,76
3,05
3,35

32. PIZZETTE
(4
MINI)
CALZONELLI
(4
MINI)
PIZZA
‘TONNO’
PIZZA
‘SALAME’
PIZZA
‘VEGETARIANA’
PIZZA
‘MARGHERITA’
FOCCACIA
MARGHERITA
INTEGRALE
2,29
3,49
3,29
3,29
3,29
2,79
3,49
4,49

33. PIZZA
MARGHERITA
(SENZA
GLUTINE)
MINI
PIZZA
(SENZA
GLUTINE)
FOCCACIA
(SENZA
GLUTINE)
4,19
5,09
4,48

34. PIZZA
4
FORMAGGI
PIZZA
‘MARGHERITA’
(PACK
4)
2,99
4,39

35. SOFFICI
PIZZETTE
(PACK
10)
3,99
LA
PIZZATA
A
FAINA
‘FARINATA
DI
CECI’
4,98
3,29
BASI
PER
PIZZA
TRIO
ITALIANO
VERACE
2,69
7.49
LA
VERACE
PARMIGGIANA
LA
VERACE
NAPOLETANA
3,49
2,98
FOCCACIA
TOSCANA
(PACK
3)
FOCCACIA
KAMUT
(PACK
2)
2,69
3,19
SOFFICINI
‘PIZZA
MARGHERITA’
SOFFICINI
‘PIZZA
WURSTEL
&
PATATINE’
3,14
3,14

36. MOST
CONVENIENT
QUANTITY/PRICE:
PACK
4
MARGHERITA
(FIDEL)
4,39
MOST
CONVENIENT
QUALITY:
RISTORANTE
(CAMEO)
2,65
MOST
CONVENIENT
QUALITY:
LA
PIZZATA
(ZANINI)
4,98
CHEAPEST:
€2,24
PIZZA
RICA
(BUITONI)
MOST
EXPENSIVE:
€4,98
PIZZATA
(ZANINI)
97,8
/
29
=
€3,37

38. THE
TRIO
VERACE,
RONCADIN
MARGHERITA
AND
SOFFICINI
MARGHERITA
PIZZAS
WERE
SITUATED
SEPARATE
FROM
THE
REST
EXPENSIVE
PRODUCTS
ARE
IN
THE
TOP
SHELVES
AND
THE
LOW
COST
ARE
IN
THE
LOWER
FREEZERS
PRIVATE
LABELS
ARE
TOGETHER
GLUTEN
FREE
PRODUCTS
ARE
SEPARATED

47.
INFORMATION
OF
THEIR
CURRENT
PROMOTIONS
&
DISCOUNTS
HELD
DURING
A
CERTAIN
PERIOD
OF
TIME

51. CUSTOMERS
REGISTER
AND
THEY
ARE
GIVEN
A
FIDATY
CARD
WITH
WHICH
THEY
CAN
COLLECT
“PUNTI
FRAGOLA”

53. A
LIST
OF
PRODUCTS
THAT
CUSTOMERS
CAN
OBTAIN
VIA
‘’PUNTI
FRAGOLA’’

55. “GRANDE
CINEMA
CON
FIDATY”
"A
TEATRO
CON
FIDATY”
“ALLE
TERME
CON
FIDATY”

64. ?
?