1. DiGiorno
Jeanetta Clement, Laura Fisher, Lena
Welch, Elizabeth Ayers & Malavika William

2. Statement of Purpose
To conduct research of college students
to determine the best practices necessary to
increase DiGiorno’s market share

3. Our Good Problem
• http://www.youtube.com/watch?v=lquKTqn0B2E

4. The Brand
Strengths
Opportunities
• Recognizable tag line
• Lower price than delivery
• Specific targeting of college
campuses
• Greater social media presence
Weaknesses
Threats
• Numerous product recalls
• New preference for smaller
meals
• Pizza delivery freshness
• Variety of frozen food brands
• Convenience of fast food

5. Qualitative Research

6. Quantitative Research

7. Key Insight

8. The Solution

9. Advertising

10. Social Media

11. Coupon Example

12. Summary
• Established brand among college students
• Get DiGiorno on the grocery list
• Price, taste, convenience