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INNOVATING PRODUCTS THAT REFRAMES ORIGINAL CATEGORY BRINGS MARKET SUCCESS.


DiGionor introduced the "Rising crust pizza", re-framing the original category, and was market success. 

DiGiorno is a frozen pizza whose crust rises when the pizza is heated. Instead of positioning it in a frozen or delivery pizza category, the marketers framed it as a Rising Crust Pizza. One of its advertisement shows party guests asking which pizza delivery service the host used. Then the host says: it’s not delivery; it’s Digiorno’s! This framing helps highlight Digiorno’s fresh quality and taste. Through this clever framing strategy, Digiorno’s sales went from essentially nothing in 1995 to $514 million dollars in 2005 ( as reported by Tybout & Sternthal: Brand Positioning in Kellogg on Marketing, 2001) ; making Digiorno the pizza leader by far.


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