Product details

In 2003, the world''s largest frozen pizza processing company, the US-based Schwan Food Company (Schwan), won a lot of recognition for one of its new products, Red Baron Stuffed Pizza Slices. In light of this, the case discusses how new product development was carried out at this company, focusing on its unique ''innovation through communication'' formula. After providing information on Schwan''s history, it examines the reasons why companies in the US frozen pizza industry were forced to look at product development as a differentiating factor in the early 21st century. Thereafter, it describes in detail Schwan''s new product development approach with respect to Red Baron Stuffed Pizza Slices. Finally, the case provides some information on how the company''s product innovation led future plans. The teaching note provides detailed guidelines as to how this case can be used for explaining the new product development process. The case is structured to enable students to: (1) analyse the frozen pizza industry in the US and study the evolution of Schwan as one of the leading players; (2) understand the reasons why product development became a tool for deriving competitive advantages for players in this industry; (3) examine the new product development process at a leading food products company; (4) appreciate the importance of cross-functional teamwork for effective new product development in the light of Schwan''s ''innovation through communication'' philosophy; and (5) understand the various stages in new product development, the potential roadblocks and explore ways in which they can be overcome. The case is aimed at MBA/PGDBA students, and is intended to be part of the marketing curriculum.