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Pizza Express Pitch

The presentation used in a university project to present a pitch from a given brief for Pizza Express.

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Pizza Express Pitch

  1. 1. Brief Pizza Express has been around since the 1960s and it is a much loved and well established brand in the UK. However, we need to get young families to consistently choose Pizza Express over cheaper competitors such as Nando’s and McDonald’s and higher end options such as Pizza East and Byron. This is a repositioning campaign which needs to address and communicate family fun, targeting young mums and dads. All tactics are welcomed; if we (the agency) believe our client (Pizza Express) needs to change some aspect of their business, or offer something fresh to its consumers, we are free to make such recommendations. In terms of our marketing campaign, we should consider all media channels – print, broadcast, physical, digital (as well as any other techniques that might suit our cause) – and ensure that our work reaches and resonates with its intended audience. Target Audience: Young families Objective: Reposition as family-fun restaurant Budget: £500,000
  2. 2. Pizza Express • Founded in London, 1965. • Over 400 restaurants across the UK. • Many restaurants across the world, including, Hong Kong, China and India. • 2011 came a rebrand for Pizza Express, with which came a lot of stripes. • Pizza Express application, Facebook/Twitter .
  3. 3. Competitors Pizza hut • Younger customers • Lots of families • Ice Cream Factory • TMNT Competition • Well known for children’s parties Prezzo • Young adults & professionals • Not many families • Similar menu & price range • Not a lot of choice for children “The 7 year old in me is screaming PIZZA HUT! The 35 year old in me would much prefer pizza express”- Zingleburt
  4. 4. Competitors Nando’s • Popular with families • Sharing platters available • Inexpensive children’s menu • Unlimited frozen yoghurt Byron • Young, trendy customers • Few children • Small children’s menu “I love Nandos with the kids, since it is cheap and simple”- Chopster
  5. 5. Piccolo Pizza Express • Pizza making parties • School visits (Children’s food trust) • Children’s menu • #gettingkidscooking competition • Bambinoccino- Cappuccino for kids “The pizza is better in Pizza Express, the children used to love the babmbinoccino” - BigBoobiedBertha
  6. 6. The Problem Pizza Express: • Smart, Stylish, Sophisticated • Quality food, reasonable prices • Ideal locations • Grown-up Italian Restaurant How do we reposition Pizza Express?
  7. 7. Print: Internet
  8. 8. Social Media Facebook: Twitter: 162,412 likes Majority aged 25-34 472 people talking about Pizza Express 38,820 Followers 52% active users 1-3 Tweets a day • Regular updates – Seasonal menu – New restaurant • Interactions with customers
  9. 9. Piccolo Club Facebook and Twitter Accounts • • • • • • Piccolo Menu Nutritional information School Visits Birthday Parties Children’s Food Trust Exclusive Offers • Recipes for the family to try at home • Print out activities for children
  10. 10. Pizza Express Locations • The majority of Pizza Express restaurants are in London • Majority of campaign online • Print advertising in London
  11. 11. Media Online: Print: Display Advertising CPM: • Westfield • Oxford Street • Tube stations • Mumsnet • Facebook • Daily mail online – stairs, corridor, lift and escalator panels • Time Out London Magazine
  12. 12. Budget Breakdown • Online Advertising: £250,000 • Facebook: £50,000 • Print Advertising: £125,000 • Production: £75,000
  13. 13. Thank you for listening!