Intergrated Marketing Plan for Home Run Inn Pizza
Executive Summary
The America frozen pizza market is the largest in the world; the US pizza market represents 43% of the global market. The magnitude of this market therefore, increases the Americans spending on frozen and fresh pizza to about $39.8 billion each year. It was further confirmed through the Tyson Foods’ presentation at the national pizza conference that 33% of Americans consume frozen pizza at least once in every two weeks. There is no doubt that the busy schedules and the increasing demands in the modern day American family life has contributed to the huge spending in the frozen pizza category. The understanding of the frozen pizza market by the competitors further increases the competitive obsession among the players in the market. These major brands are all spending a lot on promotional campaigns so as to stay at the top of the competition. The top ten names within the frozen pizza category are: Digiorno, Freschetta, Tony’s, Red Baron, Tombstone, Bagel Bites, Totino’s, California kitchen, Stouffer’s and Mystic Pizza.
Despite its very rich history, good packaging approach and been the Chicago number one frozen pizza, Home Run Inn pizza has not fully succeeded in reaching out to its target audience the same way its competitors have, therefore, Home Run Inn Pizza does not make it to the top ten amongst its’ competitors within the frozen pizza category. Our aim in this paper is to provide a comprehensive communication plan for Home Run Inn pizza in other to address its current market situation and provide an alternative campaign plan that will advance the awareness and recognition of the brand, Home Run Inn Pizza among its target audience.
Brand Background
Home Run Inn Pizza is the Chicago number one frozen pizza. The brand was started in West Side Chicago Bar, in the late 1940’s-In the home of Vincent and Mary Grittani. Nick Perino joined his mother-in-law, Mary, to create the famous Home Run Inn pizza after he returned from the World War II
The America frozen pizza market is the largest in the world; the US pizza market represents 43% of the global market. The magnitude of this market therefore, increases the Americans spending on frozen and fresh pizza to about $39.8 billion each year. It was further confirmed through the Tyson Foods’ presentation at the national pizza conference that 33% of Americans consume frozen pizza at least once in every two weeks. There is no doubt that the busy schedules and the increasing demands in the modern day American family life has contributed to the huge spending in the frozen pizza category. The understanding of the frozen pizza market by the competitors further increases the competitive obsession among the players in the market. These major brands are all spending a lot on promotional campaigns so as to stay at the top of the competition. The top ten names within the frozen pizza category are: Digiorno, Freschetta, Tony’s, Red Baron, Tombstone, Bagel Bites, Totino’s, California kitchen, Stouffer’s and Mystic Pizza.
Despite its very rich history, good packaging approach and been the Chicago number one frozen pizza, Home Run Inn pizza has not fully succeeded in reaching out to its target audience the same way its competitors have, therefore, Home Run Inn Pizza does not make it to the top ten amongst its’ competitors within the frozen pizza category. Our aim in this paper is to provide a comprehensive communication plan for Home Run Inn pizza in other to address its current market situation and provide an alternative campaign plan that will advance the awareness and recognition of the brand, Home Run Inn Pizza among its target audience.
Brand Background
Home Run Inn Pizza is the Chicago number one frozen pizza. The brand was started in West Side Chicago Bar, in the late 1940’s-In the home of Vincent and Mary Grittani. Nick Perino joined his mother-in-law, Mary, to create the famous Home Run Inn pizza after he returned from the World War II
References: 1. Our Story: Retrieved on 08/07/2012, from http://www.homeruninnpizza.com/our-story/history-a 2. Home Run Inn Pizza scores in retail arena with frozen niche: Retrieved on 08/07/2012, from http://www.findarticles.com/p/articles/mi_m3190/is_n12_v28/ai_14919920/ 3. Home Run Inn Tops Chicago in frozen pizza sales: Retrieved on 08/08/2012, from http://www.mediapost.com/publications/article/121542/home-run-inn-tops-chicago-market-in-frozen-pizza-s.html 4. Consumers Reports put frozen pizza to the test: Retrieved on 08/08/2012, from http://www.pizzamarketplace.com/article/178146/Consumer-Reports-puts-frozen-pizza-to-the-test 5. Pizza Quest, Home Run Inn and Palermo’s: Enterprise builders. Retrieved on 08/09/2012, from http://jimbaker.wordpress.com/2010/02/01/pizzaquest/ 6. Frozen Pizza: Which Taste Best? Retrieved on 08/09/2012, from http://www.goodhousekeeping.com/product-reviews/food/food-products/frozen-pizza 7. Frozen pizza Hits a growth Bump: Retrieved on 08/09/2012, from http://www.supermarketguru.com/index.cfm/go/sg.viewarticle/articled/2120 8. Top 10 frozen pizzas: : Retrieved on 08/09/2012, from, http://www.dailypress.com/news/dp-toptenlist.o14,0,3664087.story