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Luigi's Family Food - Case Study Example

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Luigi’s Family Foods Pizza is also a frozen pizza firm in Chicago which has reputation in the market but recently the firm has encountered a sharp decline in the market sales and share. Marketing director of the company, Reggie Pantazi chalks out some future differentiation strategies which would help the company in reversing the declining trend of their market share and evolve as a leading player in the frozen pizza market. The paper in the initial stage will discuss the major competency of the firm and elucidate the competitive and consumer environment of the firm and then will discuss the pros and cons of the strategies adapted by Reggie. Competencies of the firm, competitive and consumer environment Luigi’s Family Foods is a medium sized company established in Chicago with a diversified portfolio of grocery chains, line of frozen pizza distributed regionally in the Midwest. The firms delivers pizzas with moderate qualities which are mainly available in standard varieties like all cheese, cheese and pepperoni, and cheese and sausage) with various sizes as 5 inch snack pizza, 10 inch family-size pizza, and a 14 inch deluxe pizza. The company has involved in the marketing of the products through several advertising campaigns but there has been sharp decline in the sales figure of the firm for which many grocers threatened to discontinue the Luigi’s Family Pizza (Luigi’s Family Food Case). Among the chief competitors recently The Pizza Company introduced a new brand, DiGiorno with a crust that rises for the first time when the pizza is baked in the home, thereby providing the same fresh-baked taste as carry-out pizza and thereby creating a competitive edge(Luigi’s Family Food Case).The market for the frozen pizzas have categorized into 4 categories like the regular pizza (e.g. the Tombstone brand), premium pizza (e.g. DiGiorno, commanding a higher price due to the quantity and quality of ingredients and “eating experience”), gourmet pizza (e.g. Wolfgang Puck’s specialty toppings pizzas), and the less expensive “fill-‘em-up” brands (e.g. private label). Although the traditional toppings are the America’s favorite, but still the specialty toppings have become more popular through companies like Wolfgang Puck Foods. Among the other major competitors are Kraft’s DiGiorno and Schwan’s Freschetta which also possesses solid market shares (Holocomb). Evaluation of the five options as proposed by Reggie Pantazi The marketing manager of the pizza company, Reggie Pantazi sorted out five different policies in mind to accelerate the sales of the company. The policies which were formulated by Pantazi were advertising, extending health line, establishment of premium line, pizza pockets, and establishment of supply food service companies. But for fetching optimized results the company needs to formulate and implement a perfect blend of marketing mix policies. Marketing concept and marketing Mix policy The marketing concept plays a predominant role in chalking out the best decision that the firm must adapt in order to maximize its profit motives subject to the budget constraints. The firm has to think from the production angle as well as the sales want. In the production angle keeping the customers want as the baseline the firm should realize its potential to develop the product. From ...Show more


Luigi’s Family Food Case The food industry has seen an immense transformation in the past two decades with the technological advancement and their respective implementation to satisfy the consumer demands in a sphere of highly competitive market infested with several players delivering the same product to the consumer…
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