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Innovation Through Communication A Case Study Analysis
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[object Object],[object Object],[object Object],1952 Schwan’s Home Services is started, an ice-cream home delivery business 1965 Schwan starts selling frozen pizza along with ice creams 1969 Schwan acquires its first pizza factory in Salina (Kansas) Schwan markets its frozen pizzas under three brand names – Tony , Freschetta and Red Baron 1976 Red Baron range is introduced as an umbrella brand to offer ‘throughout the day’ snacking solutions ,[object Object],[object Object]
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Source: www.people.hofstra.edu
M1 M2 M3 P1 P2 P3
1. Idea Generation Is the idea worth considering? 2. Idea Screening Is the product idea compatible with the company objectives and strategies? 3. Concept development and testing Can we find a good concept for the product that consumers say they would try? 4. Marketing strategy development Can we find a cost effective, affordable marketing strategy?
7. Market Testing Have product sales met expectations? 8. Commercialization Are product sales meeting expectations? 6. Product Development Have we developed a commercially sound product? 5. Business Analysis Will this product meet our profit goal? 9. Resulting product
 
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Schwan Foods

  • 1. Innovation Through Communication A Case Study Analysis
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  • 14. M1 M2 M3 P1 P2 P3
  • 15. 1. Idea Generation Is the idea worth considering? 2. Idea Screening Is the product idea compatible with the company objectives and strategies? 3. Concept development and testing Can we find a good concept for the product that consumers say they would try? 4. Marketing strategy development Can we find a cost effective, affordable marketing strategy?
  • 16. 7. Market Testing Have product sales met expectations? 8. Commercialization Are product sales meeting expectations? 6. Product Development Have we developed a commercially sound product? 5. Business Analysis Will this product meet our profit goal? 9. Resulting product
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