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REAL. GOOD. PIZZA.PIZZA SOLA MARKETING PLAN DECEMBER 2012
AGENDA         BACKGROUND         PROBLEMS         MARKET ANALYSIS            MARKET SITUATION            PRODUCT SITUATIO...
LocationOakland, Eastside, Southside, CranberryHours of OperationMon-Wed: 11am – 12pmThurs-Sat: 11am – 3amSunday: 12pm – 1...
LOW BRAND          PERCEIVED AS           LIMITEDAWARENESS           EXPENSIVE          CUSTOMER BASE43% students        O...
Pizza Restaurant Industry has felt the heat over many years               42000               41000               40000Rev...
Pizza Restaurant Industry has felt the heat over many yearsMajor players           Domino’s 9.8%  Papa             Pizza H...
Product            Price    Market PricePizza (14”)        $13      $10.03Wings (12 wings)   $10.41   $8.77Calzone        ...
MAJOR CHAIN COMPETITIONVOCELLI PIZZA, DOMINO’S, PAPA JOHN’SMAJOR SINGLE STORE COMPETITIONMAXIMUM FLAVOR, PIZZA BELLINO, MI...
RECESSIONHEALTHY EATING INDEX      NEGATIVELY                          AFFECTED                          PIZZA SOLAGROCERY...
STRENGTH                    WEAKNESSESQuality of food               No deliveryUnique NY style pizza         High-priced m...
1. SURVEY OF PIZZA SOLA CUSTOMERS2. SURVEY OF PEOPLE IN OAKLAND NEAR PIZZA   SOLA3. SURVEY OF CMU STUDENTS4. DIRECT CONVER...
<18        18-22                   23-27               28-32          33+       YEARS26.7             3%         31%      ...
>      WHERE DO YOU BUY PIZZA FROM?                                                >   HAVE YOU HEARD OF PIZZA SOLA?      ...
HAVE YOU HEARD OF PIZZA SOLA? YES                    60%      NO              40%WHY DO YOU CHOOSE TO NOT PURCHASE PIZZA F...
MARKETING PLAN
35+YEARS OLD             18-24 YEARS OLD      25-34 YEARS OLD
WHY                  STUDENTS?18-24 YEARS OLD
“PIZZA SOLAEXPERIENCE             For young adults in the Pittsburgh             area looking to eat and drink with       ...
PRODUCT        PRICE         PLACE     PROMOTIONS FULL-SERVICE BAR ROTATING DRAFT BEERS, WIDE VARIETY OF BOTTLED BEERS LAR...
PRODUCT           PRICE            PLACE          PROMOTIONSPERCEPTION IS THAT PIZZA SOLA IS EXPENSIVE, BUTTHEY REALLY HAV...
PRODUCT       PRICE         PLACE      PROMOTIONSLOCATED IN THE MIDDLE OF OAKLAND   MANY COLLEGES AND UNIVERSITIES IN THE ...
PRODUCT               PRICE    PLACE       PROMOTIONSProblem: Internal advertisement – only to Pizza SolacustomersNeed tac...
PROMOTION KEY INGREDIENT 1“Buzz” = engaging + participative events •BEER PONG NIGHT •PIZZA-BEER PAIRING NIGHT •COLLEGE FOO...
BEER PONG NIGHT
BEER PONG NIGHT
PIZZA AND BEERPAIRING NIGHT
SPORTS NIGHT
PIZZA SOLA MASCOT
PROMOTION KEY INGREDIENT 2eye-catching promotional itemsBusiness Card
PROMOTION KEY INGREDIENT 2eye-catching promotional itemsGift Cards
PROMOTION KEY INGREDIENT 2eye-catching promotional itemsPizza Sola paper clips
Q1:2013 Q2:2013 Q3:2013 Q4:2013 Q1:2014 Q2:2014                        Q3:2014  CUSTOMER RESEARCH        SPORTS NIGHT    B...
Total budget:$3,610                                                     Signs, $800.00                           On-going ...
THANK YOU.GAYEON GABBY BAEB.S. IN BIOLOGICAL SCIENCE AND B.A. IN BUSINESS ADMINISTRATIONCLASS OF 2013GBAE@ANDREW.CMU.EDU20...
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Marketing presentation_FINAL

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  • Before starting pizza sola analysis, I wanted to give you guys a brief summary of the entire pizza industry situation.So the graph shows revenues for the entire pizza industry. Operaters have been substanitally affected by changes in consumer spending, intense external competition and an increase in health consciousness. Despire these challenges, the industry’s revenue increased since 2006. But this does not mean all the pizza restuarants have been doing well.
  • So there are well-established and well-known pizza brands in the industry but there is also a large number of small, independent and locally-focused pizza restaruats, like pizza sola. From 2006, the major chains – like papa john’s pizza hut and domino’s- increased in sales by 20% because they offer their products at economic price. Also there has been an increase in number of single-location stores.So reflecting this trend,the revenue per individual stores has actually decreased. That’s what actually happened to Pizza Sola as well.
  • Pizza Sola offersThis tasty pizza is made from imported italian tomatoes and local fresh ingredients, and that is why the price of its product is a bit above the market price.
  • Pizza Sola’s market share is very low because competition in this industry is high. Their direct competiton includes vocelli, domino’s, papa john’s, max flavor, mineo’s and so many other pizzerias.Also Pizza Sola has experienced competition from alternative retailers of pizza. Recently, fast-casual restaurants like chipotle and five guys has been rising.
  • A recession led to declining consumption and demand for low-priced products. That’s probably why major chains sales have actually incrased but the sales of single independent stores like Pizza Solah has decreased. And also healthy eating index has progressively decreased. Consumers are also becoming increasing aware of issues related to weight and obesity. This factor affected the pizza industry.Along with adapting to health consciousness, industry operators are facing more competition from places like grocery stores more food retailers are offering partially baked (par-baked) pizzas in the refrigerated section and touting them as having high-quality, restaurant-style flavor and ingredients. These products have been particularly popular among price-conscious consumers who still want quality pizza but at a lower price.Losing a compeition with grocery stores
  • Three segments should be targeted25-3418-2435+
  • Three segments should be targeted25-3418-2435+
  • Affordable, best ny style pizza, convenient, casual bar…..that serves you the ultimate meal for college students… For young adults, pizza sola provides pizza sola
  • Transcript of "Marketing presentation_FINAL"

    1. 1. REAL. GOOD. PIZZA.PIZZA SOLA MARKETING PLAN DECEMBER 2012
    2. 2. AGENDA BACKGROUND PROBLEMS MARKET ANALYSIS MARKET SITUATION PRODUCT SITUATION COMPETITIVE SITUATION MACROENVIRONMENT SITUATION SWOT ANALYSIS RESEARCH MARKETING PLAN ACTION PLAN BUDGETING
    3. 3. LocationOakland, Eastside, Southside, CranberryHours of OperationMon-Wed: 11am – 12pmThurs-Sat: 11am – 3amSunday: 12pm – 12amNew York style PizzaHigh Quality & Fresh IngredientsWide selection of sides and beerLarge dining area
    4. 4. LOW BRAND PERCEIVED AS LIMITEDAWARENESS EXPENSIVE CUSTOMER BASE43% students Only 10% *25-34age groupheard of Oakland claimed price is *8% respondantsPizza Sola reasonable visited Pizza Sola
    5. 5. Pizza Restaurant Industry has felt the heat over many years 42000 41000 40000Revenue ($m) 39000 38000 37000 CAGR 12% 36000 35000 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 years
    6. 6. Pizza Restaurant Industry has felt the heat over many yearsMajor players Domino’s 9.8% Papa Pizza Hut John’s 11.6% 6.3% • Together, 20% • Increasing number of single-location increase in sales from stores 2006 to 2012
    7. 7. Product Price Market PricePizza (14”) $13 $10.03Wings (12 wings) $10.41 $8.77Calzone $7.00 $6.57Salad $6.84 $3.63
    8. 8. MAJOR CHAIN COMPETITIONVOCELLI PIZZA, DOMINO’S, PAPA JOHN’SMAJOR SINGLE STORE COMPETITIONMAXIMUM FLAVOR, PIZZA BELLINO, MINEO’S PIZZA, PAPA DA VINCI, MIA’SPIZZA, PIZZA ROMANOINDIRECT COMPETITIONCHIPOTLE, MCDONALD’S, FIVE GUYS
    9. 9. RECESSIONHEALTHY EATING INDEX NEGATIVELY AFFECTED PIZZA SOLAGROCERY STORE OFFERINGS
    10. 10. STRENGTH WEAKNESSESQuality of food No deliveryUnique NY style pizza High-priced menuVegetarian/vegan options Low recognitionPortion sizesCasual Dining area OPPORTUNITY THREATBuilding a brand identity Rise of fast casual restaurants likeSponsoring school events ChipotlePromotion of vegetarian and Recessionvegan menu Rebranding of major chain pizza companies
    11. 11. 1. SURVEY OF PIZZA SOLA CUSTOMERS2. SURVEY OF PEOPLE IN OAKLAND NEAR PIZZA SOLA3. SURVEY OF CMU STUDENTS4. DIRECT CONVERSATIONS WITH PIZZA SOLA EMPLOYEES
    12. 12. <18 18-22 23-27 28-32 33+ YEARS26.7 3% 31% 0-1 TIMES 31% 2-3 TIMES 20% 4-5 TIMES 15% 6-7 TIMES TIMES PER MONTH 48%1.6 16% 7% 1% PORTION SIZERATING POINTS EXCELLENT (1) : 26% VERY GOOD (2) : 47%1.7 GOOD (3) : 6% DINING AREA EXCELLENT (1) : 11%RATING POINTS VERY GOOD (2) : 29%2.4 FAIR (4) : 7% GOOD (3) : 24%
    13. 13. > WHERE DO YOU BUY PIZZA FROM? > HAVE YOU HEARD OF PIZZA SOLA? 3% 13% Pizza Sola Vocellis 27% 10% Max Flavor Yes, 43% Dominos7% Pizza Bellino No, 57% Papa Da Vinci 7% Pizza Romano 13% Other 20%
    14. 14. HAVE YOU HEARD OF PIZZA SOLA? YES 60% NO 40%WHY DO YOU CHOOSE TO NOT PURCHASE PIZZA FROM PIZZA SOLA? DELIVERYTOP 3 HABITUAL BUYING BEHAVIORREASONS DO NOT KNOW ABOUT PIZZA SOLA
    15. 15. MARKETING PLAN
    16. 16. 35+YEARS OLD 18-24 YEARS OLD 25-34 YEARS OLD
    17. 17. WHY STUDENTS?18-24 YEARS OLD
    18. 18. “PIZZA SOLAEXPERIENCE For young adults in the Pittsburgh area looking to eat and drink with their friends, Pizza Sola is the best gourmet pizzeria that provides locally grown, quality ingredients ” and an exciting dining experience because of its full-service bar and large portions
    19. 19. PRODUCT PRICE PLACE PROMOTIONS FULL-SERVICE BAR ROTATING DRAFT BEERS, WIDE VARIETY OF BOTTLED BEERS LARGE PORTIONS FRESH, HIGH QUALITY INGREDIENTS
    20. 20. PRODUCT PRICE PLACE PROMOTIONSPERCEPTION IS THAT PIZZA SOLA IS EXPENSIVE, BUTTHEY REALLY HAVE COMPETITIVE PRICESSLIGHTLY HIGHER PRICES THAN COMPETITORS, BUT IT IS DUE TOTHE FACT THAT THEY ARE USING BETTER INGREDIENTS WANT TO BE RECOGNIZED AS A HIGH QUALITY PIZZERIA & ALSO JUSTIFIED BY ITS LARGE PORTION SIZES
    21. 21. PRODUCT PRICE PLACE PROMOTIONSLOCATED IN THE MIDDLE OF OAKLAND MANY COLLEGES AND UNIVERSITIES IN THE AREA LOCATION IS AN ADVANTAGE FOR PIZZA SOLA
    22. 22. PRODUCT PRICE PLACE PROMOTIONSProblem: Internal advertisement – only to Pizza SolacustomersNeed tactics to advertise events to a wider audienceto bring new people*Buzz Marketing to increase brand awarenessPromotion itemsEvents for studentsPitt Sports events
    23. 23. PROMOTION KEY INGREDIENT 1“Buzz” = engaging + participative events •BEER PONG NIGHT •PIZZA-BEER PAIRING NIGHT •COLLEGE FOOTBALL NIGHT •RUSH EVENTS
    24. 24. BEER PONG NIGHT
    25. 25. BEER PONG NIGHT
    26. 26. PIZZA AND BEERPAIRING NIGHT
    27. 27. SPORTS NIGHT
    28. 28. PIZZA SOLA MASCOT
    29. 29. PROMOTION KEY INGREDIENT 2eye-catching promotional itemsBusiness Card
    30. 30. PROMOTION KEY INGREDIENT 2eye-catching promotional itemsGift Cards
    31. 31. PROMOTION KEY INGREDIENT 2eye-catching promotional itemsPizza Sola paper clips
    32. 32. Q1:2013 Q2:2013 Q3:2013 Q4:2013 Q1:2014 Q2:2014 Q3:2014 CUSTOMER RESEARCH SPORTS NIGHT BEER PONG NIGHT PIZZA-BEER PAIRNING FREE SAMPLE OFFERSONCAMPUS PROMOTION FACEBOOK EVENTS
    33. 33. Total budget:$3,610 Signs, $800.00 On-going Events, $1,200.00 Sports Event, $1,200.00 Promotional Paper Clips, $50.00 Flyers, $300.00 Business Cards, $60.00
    34. 34. THANK YOU.GAYEON GABBY BAEB.S. IN BIOLOGICAL SCIENCE AND B.A. IN BUSINESS ADMINISTRATIONCLASS OF 2013GBAE@ANDREW.CMU.EDU2012643603
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