The Story of Prego PowerPoint Presentation, PPT - DocSlides

The Story of Prego PowerPoint Presentation, PPT - DocSlides

2015-11-07 215K 215 0 0


By Dan Fleck. inspired by TED talk from Malcolm . Gladwell. http://. /talks/. malcolm_gladwell_on_spaghetti_sauce.html. Prego versus Ragu. 1980s… Ragu was winning….. Marketing (in the 1980s). ID: 185802

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The Story of Prego

By Dan Fleck

inspired by TED talk from Malcolm






Prego versus Ragu

1980s… Ragu was winning….


Marketing (in the 1980s)

Focus groups: What do you like?

Search for the universal answer (like physics)


Enter Howard Moskowitz

Harvard trained

pyschophysicst Prego asked him to find out how to beat Ragu

Spent months in TASTE tests with pasta sauce

of all possible variable (tart, sweetness, spiciness,

chunkiness, etc…)


The Answer

GROUPING (Market Segmentation)1/3 like regular1/3 of the people like spicy1/3 like chunky…. But in 1980 NO ONE made a chunky sauce (because that’s not what was authentic in Italy)

What is the best sauce overall?


Enter: Prego Thick and Chunky

Prego creates a line of Thick and Chunky saucesOver the next 10 years they make $600m from this line


Lessons for S/W

RequirementsPeople can’t say what they want – iterate/prototypePeople can’t tell you what they do – ethnographic studiesUIDifferent users need different UIs… don’t search for universal!

Create Thick and Chunky Interfaces ?

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