Cottage inn pizza ppt
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    Cottage inn pizza ppt Cottage inn pizza ppt Presentation Transcript

    • COTTAGE INN PIZZADIGITAL MKTING PLAN GUO GUO A44125394
    • COTTAGE INN GOURMET PIZZA• Family-owned business started from 1948• Originated from Ann Arbor, Michigan• Provide varied choices of Italian & Greek dishes and pizzas• Carryout and deliver services have been available since 1975
    • SWOT ANALYSISStrength: Weakness:Long brand history A little expensive than competitorsWell-known in Michigan, Indiana Unsatisfying online marketingand Wisconsin areas activitiesA variety of food choices Fewer stores compared to otherGourmet pizza pizza brandsCustomizationOpportunity: Threat:More and more people eating Fierce competitionoutside Product homogeneityThe Internet and mobile phones Many substitutesfacilitate online orders Health concerns
    • CURRENT MARKETING EFFORTS• Direct mails• Local TV commercials• Cottage Inn on Facebook • The fan page was created on Jan 20, 2011 • 5,332 “likes” • Updates status every 2-3 days• Cottage Inn on Twitter • The twitter account was built on May 19, 2009 • 120 tweets and 539 followers till March, 2012
    • NEW DIGITAL MKTING PLAN• Target • College students • No time or places for cooking • Primary users of the Internet • Active on social media • Like parties and fast food• Goal • Increase out-of-store orders• Channels • YouTube • Google AdWords • Mobile Apps
    • YOUTUBE• Cottage Inn YouTube Brand Channel • Content • Commercials • Entertainment • Pizza Room • Keep Fit • Budget • YouTube brand channel is free • The cost for hiring a new social media specialist probably is $50,000 - $60,000 • Metrics of success • the number of subscribers, viewers, likes, video shares and comments
    • GOOGLE ADWORDS• Geographical target • Michigan, Indiana and Wisconsin areas• Time • 6 months • Ads will be scheduled appearing from 11am to 4am• Keywords • “hot pizza”, “pizza delivery”, “pizza party”, “fresh pizza”, “Italian pizza”, “gourmet pizza” etc. • negative keywords are “pizza fat”, “pizza calories”, “pizza carbohydrates” etc. • Average Max CPC for per keyword will be $2.85, display network bid will be $2.5
    • • Display • ads will run both on “search” and “display network”.• Metrics of success • ads clicks • ads impressions • ads click through rates • the traffics of cottage inn online official website • the number of deliveries • return on inverstment
    • MOBILE APPS• Cottage Inn Mobile App • Operating Platform • iPhone • Content • food menu • digital coupons • pre-order and check out on mobile phones • nutrition facts • Budget • $6,500 - $8,000 • the average cost for making an app is $6,453 • The cost for small iPhone apps will be $3,000 to $8,000 • Metrics of success • Downloads of the app • The number of orders through mobile phones
    • Thank You!