Cottage inn pizza ppt

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Cottage inn pizza ppt

  1. 1. COTTAGE INN PIZZADIGITAL MKTING PLAN GUO GUO A44125394
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. • 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
  9. 9. 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
  10. 10. Thank You!

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