By Dan Fleck. inspired by TED talk from Malcolm . Gladwell. http://. www.ted.com. /talks/. malcolm_gladwell_on_spaghetti_sauce.html. Prego versus Ragu. 1980s… Ragu was winning….. Marketing (in the 1980s). ID: 185802
DownloadNote - The PPT/PDF document "The Story of Prego" is the property of its rightful owner. Permission is granted to download and print the materials on this web site for personal, non-commercial use only, and to display it on your personal computer provided you do not modify the materials and that you retain all copyright notices contained in the materials. By downloading content from our website, you accept the terms of this agreement.
Presentations text content in The Story of Prego
Slide1
The Story of Prego
By Dan Fleck
inspired by TED talk from Malcolm
Gladwell
http://
www.ted.com
/talks/
malcolm_gladwell_on_spaghetti_sauce.html
Slide2
Prego versus Ragu
1980s… Ragu was winning….
Slide3
Marketing (in the 1980s)
Focus groups: What do you like?
Search for the universal answer (like physics)
Slide4
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…)
Slide5
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?
Slide6
Enter: Prego Thick and Chunky
Prego creates a line of Thick and Chunky saucesOver the next 10 years they make $600m from this line
Slide7
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!
Download this presentation
DownloadNote - The PPT/PDF document "The Story of Prego" is the property of its rightful owner. Permission is granted to download and print the materials on this web site for personal, non-commercial use only, and to display it on your personal computer provided you do not modify the materials and that you retain all copyright notices contained in the materials. By downloading content from our website, you accept the terms of this agreement.
Presentations text content in The Story of Prego
The Story of Prego
By Dan Fleck
inspired by TED talk from Malcolm
Gladwell
http://
www.ted.com
/talks/
malcolm_gladwell_on_spaghetti_sauce.html
Slide2Prego versus Ragu
1980s… Ragu was winning….
Slide3Marketing (in the 1980s)
Focus groups: What do you like?
Search for the universal answer (like physics)
Slide4Enter 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…)
Slide5The 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?
Slide6Enter: Prego Thick and Chunky
Prego creates a line of Thick and Chunky saucesOver the next 10 years they make $600m from this line
Slide7Lessons 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 ?