Case: Grandiosa

“Who insists on having extra of everything?”

Immediately after the launching we saw that our new pizza “Grandiosa X-tra everything” was a winner, says Liselott Ljungdahl, Senior Brand Manager at Procordia Food.

In order to maintain the lead we wanted to know more about the driving power behind the success so that we would be able to further develop the winning concept.

The buyers were primarily men - not any kind of man, but real pizza freaks. This was revealed in the mapping of Zaperas online panel. We asked people between 16-40 years old if they bought “Grandiosa X-tra everything” and 20% had bought the product. A large percentage of these were heavy users.

The next step was of course to map the buying motive. It appeared that the buyers show a typical sausage-kiosk-syndrome. They want more of everything, kebab, ham, cayenne butter. They simply like a lot of taste and strong tastes. Besides, they want to become really full. When we measured the overall impression we saw that 78% of the heavy users were positive towards the product. We completed the survey by asking what the buyers read into the brand.

The brand Grandiosa is the marked leader on the marked for large frozen pizzas. It is worth 350 million kroner and is very campaign intensive. In order to map the core consumers we have also done a large positioning study through Zapera, Liselott continues. Since the tempo is high on the pizza marked we value that Zapera works fast so that we can keep up with the trends when it comes to developing new designs, tastes and campaigns, Liselott concludes.

Source: Zapera News, Issue 28, Februaury 2008