Prepared By:

Gheewala Rahul (11MBA018)

Parmar Ronak (11MBA043)

Shah Naman (11MBA088)

Patel Divyesh (11MBA053)

NEW PRODUCT DEVELOPMENT AT SCHWAN FOOD COMPANY –

INNOVATION THROUGH COMMUNICATION

1

INTRODUCTION ABOUT SCHWAN

The company started in 1952 as ice - cream delivery.

Schwan food company introduced frozen pizza under three

brand – tony‟s, freschetta and red baron.

The company expanded through 50 countries by 21st

century with 24,000 employees.

The company operated through three primary business unit:

SHS, Schwan Global consumer brand (SGSB) & Schwan‟s

food service group (SFSG).

2

CONT…

The company three brand (Red baron, tony‟s & freschetta),

adopted differentiated in terms of consumer segments.

Tony‟s was positioned as „good value‟ brand, freschetta was

the upper premium offering while red baron was positioned

as a family product for busy mothers looking for quality

snakes & priced reasonably.

3

STRUCTURE OF THE COMPANY

The Schwan Food Company

Schwan Home ServiceSchwan’s Global

consumer BrandsSchwan’s FoodService Group

Schwan’s Consumer Brands

North America

Schwan ‘s Europe

Schwan ‘s Bakery

Schwan ‘s FoodService

Schwan ‘s France Schwan ‘s FoodGmbH

Schwan ‘s ConsumerBrand UK Ltd.

4

NEED FOR INNVOATION

The Industry was growing at the rate of 8%.

Frozen Pizza was growing within entire US food industry.

The „Rising crust‟ technology (1990s)

Tough Competition

Company set up 15 million R& D center in Marshall, with

R&D plant support outfits in three other locations.

5

THE RED BARON STYLE OF NEW PRODUCT DEVELOPMENT

The company started working on snakes which can be

prepared with shorter time.

Team – Building (“Project Razor”)

Various Cross Functional teams are assigned.

Few external parties were involve in project.

The teams has primary issue of optimal resource utilization.

6

CONT…

Communication channels support.

Elimination of reflects in product by various tools like

analysis, testing & studies.

Inputs were taken regularly from research & people.

Evaluation against expectations.

Product offer in three variants & Packaging was according to

industry norms.

7

LAUNCH OF RED BARON

The company launched red baron after the two years of

R&D.

Supported by communication & marketing channel.

8

INNOVATING ITS WAY INTO THE FUTURE

The company required major source of revenue.

For Acquisition & Expansion.

Generation of interest in the industry.

9

CONCLUSION

So, We can say that for new product development schwan

food company has retained their customers.

The company also won the awards in the area of new product

development. So, from this company set a new trend in the

industry.

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