Spaghetti Sauce Marketing Insights

Front

What famous test was conducted with Ragu and Prego in the '70s?

Back

The famous bowl test.

Front

What does 'adherence' refer to in the context of spaghetti sauce?

Back

It refers to how the sauce behaves on pasta, with Ragu sinking to the bottom and Prego sitting on top.

Front

What did Howard identify as the issue with Prego's product line?

Back

He described it as a 'dead tomato society'.

Front

How many varieties of spaghetti sauce did Howard create with Campbell's?

Back

45 varieties.

Front

What were the three groups of spaghetti sauce preferences identified by Howard?

Back

1. Plain, 2. Spicy, 3. Extra chunky.

Front

What significant market gap did Howard discover regarding spaghetti sauce?

Back

There was no extra-chunky spaghetti sauce available in supermarkets.

Front

How much revenue did Prego generate from their extra-chunky sauce line over 10 years?

Back

600 million dollars.

Front

What was the food industry's assumption about consumer preferences before Howard's insights?

Back

That the way to find out what people want to eat is to ask them.

Front

What did Howard say about people's ability to articulate their food preferences?

Back

'The mind knows not what the tongue wants.'

Front

What is 'horizontal segmentation' as described by Howard?

Back

It refers to the idea that products exist on a horizontal plane, with no hierarchy of good or bad, only different kinds that suit different people.