Anda di halaman 1dari 18

SCHWAN FOOD COMPANY

(SCHWAN)
Schwan food company- largest frozen food
company

 Started as SCHWAN’S HOME SERVICE(SHS).
 US based snack food company.
 Initially an ice cream home delivery business in march
1952 by MARVIN SCHWAN.
 Primary motive was to help marvin’s family dairy
business.
 1965 they started selling frozen pizza and ice cream
through delivery trucks to expand as market leaders.
 innovators and developers.
 Expanded in almost 50 countries by early 21st century

 Offer ice cream , pizza, meat, sea food and other desserts.
 Schwanwas strong, solid, well managed, fast growing
innovating company with high business ethics and
excellent reputation.
 It’s a hybrid organization with innovation and execution
excellence.


Schwan food company and its divisions
 Schwan global consumer brand retail grocery
store)
 Schwan consumer brand north America
 Schwan Europe
 Schwan France
 Schwan food (GMBH)

 SCHWAN CONSUMER BRAND

 Schwan home delivery


 Schwan food service groud(value added frozen
food)
 Schwan food service
 Schwan bakery

 Subsidiaries
 Exportinformation service(Automobile
Insurance)
 Biphase technology(Automotive Business)
 Schwan call center(Inbound& Outbound)
Red baron
 Introduced in 1976.
 Offer UMBRELLA BRANDING.

 Throughout day snacking solution to


customers.
 First national frozen pizza offering.

 Frozen pizza segment prove to be a WINNING


PROPOSITION.
 Provide quality snacks.

 Provide a family product for busy mothers.


Red baron –new product development
 Schwan focus on development of new
offerings
 COMPETITION and LACK OF GOOD QUALITIES
and in single serve snacks which produce
gap. So schwan wants to fill this gap.
 An attractive value proposition for further
development.
 Microwave snacks were introduced.
 Till now oven was used for Baking purposes
time consumption was 11 min to 17 min
which was too much.
 To lure lots of customers time cutting strategy
was used by using microwave technology.As
they provide shorter time.

 Project Razor was started for this purpose a special
core team was projected for it.
 Research & Development,ProcessEngineering
officers were appointed for its success.
 Innovation through communication was used in it.
 Cross functional team working on it.
 Triangular shape is selected by team to make it
more attractive.
 Defects were removed through focus group
studies,concept testing,consumer testing,what if
scenarios.
 Top secrets was maintained so that new idea
should not leak out.
PIZZA INDUSTRY IN US
 Basically oriented from Italy as a food for
working
 Started by italian immigrants,one of whom
start pizzeria in New York in 1905.
 Variations to make it more popular.

 In 1950 pizzerian evolved from small outlets


to restaurants offering pizza in various sizes
& shapes.
 Concept of mobile phone orders started from
here.
 Popular between childrens,pre-
teens,teenagers,young adults.

 Corporate sectors find potential,Mcdonald
start operating in this field.
 Then pizza hut,domino’s(USP home delivery).
US frozen food industry in 21st century
 Retail sales of frozen foods in 2001:$26.6
billion(up 6.1% from 2000).
 Frozen food sales in 2001($40 billion)were
one-third of total foodservice sales.
 Over 96%of restaurant owners planned to use
frozen food for their table sevice operations.
 For Quick service operations,100% of
restaurant owners planned to use frozen
food.
 Developments in food technology were
expected to make differentiating between
frozen and non-frozen food(after
preparation) extremely difficult in the near
future.
 On an average trip to supermarket,94%
shoppers sometimes purchased frozen food.
 Of the total number of shoppers,30% always
bought frozen food.
 By 2003,the market for frozen appetizers and
snacks was expected to increase to $662
million from $411 million(1998 figure).
US FROZEN FOOD INDUSTRY-
GROWTH(2001)
Category Sales(in $ billion) % change(over
Meat/Seafood 2.4 2000)
13
Baked Goods 1.4 9
Pizza 2.47 6.4
Prepared Foods 7.2 6.1
Ice-Cream 4.5 5.7
Vegetables 2.9 4.3
Breakfast Foods 1.05 4.1
Strategies
 Customer centric approach was unique.
 Involvement of entire company & external
companies.
 Long term strategy & team work help Red Baron.
 Focused efforts are used.
 Growth through acquisitions.
 Innovation & customer service.
 Market segmentation to capture all types of
markets.
 Direct to home food delivery.
 Differentiated strategy is used in case of frozen
pizza’s are:-
 Tony’s -positioned good value Brand.
 Freschetta-upper premium offering.
 Red Baron-family product for busy
womens.Looking for quality snacks at cheap
rates.
PRODUCT DEVELOPMENT &
INNOVATION
 Technology integration.
 Food service equipments.

 Toll free number.

 Website(www.schwans.com)

 Rising crust technology in 1990’s to made


possible for customer to get restaurant take
away at home.
 This leads to lower pricing & product
innovation factor & increased convenience.
 New innovation single serve pizza for
individual need(single serve segment).
customers
 Retailers
 Institutional
buyers,schools,universities,hospital.
 Grocery stores across all the states.

 Restaurants.

 Chain stores.

 Healthcare institutions.
Brands
SHS-schwan home service

 Tony’s-frozen pizza

 Freschetta-frozen pizza

 Red Baron 1976-umbrella brand throughout


the day snacking solutions
 Pagoda-frozen asian food & egg rolls

 Larry-microwave ready dishes

 Chicago town-frozen meals

 Edward-frozen meals

 Mrs.Smith –frozen pies

 Coyote grill-premium quality southwestern


food
Rewards given to schwan food
company
 In oct 03 schwan won 2003 spirit of innovation
award in retail category for Red Baron
stuffed pizza slices.
 Stagnito’s New Products Magazine-Best
product of year.
 Refrigerated & Frozen Food-schwan 2003 of
year.
 Maximum no. of products launched by
schwan.
 World’s largest frozen pizza processor & in
market share was next to kraft food.
 www.foodprocessing.com stated-no other food
on planet lends itself to variations in form &