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Frizza – Frozen Pizza Marketing Plan

The current size of pizza market in India is INR 1750 crores and is growing at the rate of 25-30% per year. But there is almost no presence of the frozen pizza in India. Contrasting this to the USA where frozen pizza industry accounts for 13.6% of total USD 40 billion pizza industry. Thus there exists an opportunity to launch a product in this area. In this report, we are trying to achieve the following: market research to gauge consumer behaviour and preferences, followed by Segmentation, Targeting and Positioning for frozen pizza product in India and finally building a marketing strategy to launch it. We started with the Porter’s Five Forces analysis. We found out that Intensity of Industry Competition…