SCHWAN FOOD COMPANY

Presented by: Vikrant Raja

Tekinder kumar Mausam shah

1952-Schwan started business of Home Delivery Service of an ice-cream.

1965-starts selling Frozen Pizza along with ice-cream.

1969-Established 1stPizza factory in salina

ABOUT SCHWAN'S

CONT….

1976-Red Baron range is introduce as an umbrella brand to

offer ‘throughout the day’ snaking solution

1980-1990-establishes its presence in UK, France, and Germany

2000 onwards became largest Frozen producing company in US.

CONT….

• SHS was the country’s largest direct-to-home food delivery service.

• offering over 300 frozen food products.

• Working in more than 50 countries.

SCHWANS MAIN BUSINESS AND ACQUISITIONS

• major business units include Schwan's Home Service, Schwan's Consumer Brands,Service, Schwan's Global Supply Chain.

CONT….

• Acquisitions Include:- Holiday Ice CreamRussell Dairypizza manufacturer Sabatasso FoodsAsian-foods manufacturer Minh Food

CorporationLa Roue du Pay d'auge a frozen foods

producer in FranceEdwards dessert companyMrs. Smith’s dessert company

RED BARON AND FROZEN PIZZA

• It’s launched in 1976 throughout the US

• Started with the classical 12th pizza.

• Tag Line : “ From Morning to night, for every appetite”

• 2001- 98 million Frozen pizza sold.

•The Red Baron Squadron was established in 1979 as a promotion for Red Baron Pizza.

•launched the Red Baron pizza brand for sale in grocery stores.

•It was the first such product that was made nationally available.•Red Baron was positioned as a family product for busy mothers looking for quality snacks that were priced reasonably.

NEED FOR INNOVATION

Changing Dynamics in business.2001- retail sales was US $26.6 billions.Frozen food sales were 1/3rd of total sales.Over 96% restaurants plan to use frozen food.Over 94% supermarket shoppers prefer frozen

food.

SWOT ANALYSIS

STRENGTHS• Strong communication channel.• Innovation was the main target.• Understanding of Market dynamics were

good.• Advantage of 1st mover’s.

WEAKNESSES

• Promotion problems.• Distribution problems.• Easy replication of pricing.• Was a national player.

OPPORTUNITIES

• Pizza selected as most popular food product in the US• Pizza industry was growing at 8% per annum..

THREATS

• Risk of Failure.• Competition from bigger players.• Keeping themselves up-to-date on consumer

preferences.• Developing a manufacturing line from scratch.

SCHWANS BRANDS

SPECIAL STEPS….

• Using food technology “RISING CRUST”.• Consumer Centric Product Development.• Schwan established R&D facilities.• Schwan invented US$ 15 million in R&D.• Segmentation and target audience.