MKT 392 Project

1. Monica Murphy
likes the thin
authentic sauce
Nikki Heng
likes traditional
meat sauce
Casey Fugate
likes the extra
chunky sauce
What is your favorite sauce? Why?
Let us tell you.
CMN Marketing Co. 2016

2. Conclusion- Understanding the diversity of American consumers, Dr. Raska can use this information
to help develop a plan to change the structure of his classes to satisfy the needs of all of his students.
CMN Marketing Co. 2016

3. I don’t
know what
I like. I
need
options
Could they
have more
variety of
chunky
sauces?
I like meat, do
they have
sauces with
different
meats in
them?
Take Away: All American’s are diverse, we don’t truly know what we want. What makes us happy is being
shown or experimenting with things because it helps us figure out what we really like, or want in
something. By embracing diversity we will find a sure way to true happiness.
CMN Marketing Co. 2016

4.  The best way to make Dr. Raska’s American students happy is to provide different teaching
styles to his students such as; hosting classes outside, sharing videos on ways to adapt to
clients better, and recommending workshops to go to that will enhance our knowledge and
skill set.
CMN Marketing Co. 2016CMN Marketing Co. 2016

5. CMN Marketing Co. 2016CMN Marketing Co. 2016
Research Question Bottom Line
What was Prego’s marketing
problem?
 Their product line was suffering they had a dead tomato society
 There sauce was in very close competition with Ragu and they needed to find a way
to be better.
What did Prego need to know to
solve its problem
 They needed to know their target customers
 They needed to know what type of spaghetti sauce their target customers wanted or
preferred.
How did Dr. Moskowitz solve the
problem?
 He made 45 varieties of spaghetti sauce varied them according to every way you
could vary spaghetti sauce. Brought in people and gave them 10 small bowls of pasta
with a different spaghetti sauce on each one.
 Group the points into clusters, congregate over different ideas.
What were the bottom line findings in
Dr. Moskowitz’s research?
 All Americans fall into 3 groups. They like their spaghetti sauce plain, spicy, or extra
chunky.
 At the time when you would go into a supermarket you would not find extra chunky
spaghetti sauce.
What was the major finding?  That 1 in every 3 Americans like their spaghetti sauce extra chunky.
What marketing decision did Prego
make based on Dr. Moskowitz’s
research?
 They started making extra chucky spaghetti sauce.
 It took over the entire spaghetti sauce industry immediately. And over the next 10
years they made $600 million off their line of extra chucky sauces
Was Prego’s decision good?  Yes, because it pleased what Americans wanted even though they didn’t know that is
what they wanted.
 It was also a good decision because after this experiment, they figured out a big part
of who their target customer was and they clung to that and created what 1 in every 3
Americans like in spaghetti sauce.
What is your take-away?  That we as Americans need to be shown or experiment with things, even if it just food
or spaghetti sauce to figure out what we really like, or want in something.
Major Finding People don’t know what they want. It is a mystery, we can’t always explain what we want.
Offering many solutions can help satisfy Americans.
Bibliography
Gladwell, M. (2016, September 27). Malcolm Gladwell: Choice, happiness and spaghetti sauce. Retrieved from TED:
http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce