The document is a marketing plan for Company Name that was created on 11/23/2017. It includes an executive summary, problem statements, company objectives, situation analysis including strengths, weaknesses, opportunities and threats, market analysis, segmentation, competitive analysis, financial analysis, key factors, opportunities, success factors, uncertainties, alternatives considered with pros and cons, recommendations, action plan, and contingency plan. The plan recommends focusing on one or two alternatives to address issues like increasing awareness and consumer acceptance of products while facing competitive threats.

1. Company Name
Marketing Plan
Date
Presented by:
Your name(s)

2. Executive Summary
Executive summary goes here on its own page.
**The executive summary must contain a short version of the recommendations. This area is a
SHORT summary – its purpose is to entice the reader to open the case and read it.
This is the LAST section that you should complete after you’ve reached a decision(s).
It also should be on its own page as well, and it should “fill” the page but not exceed it.
It’s a good idea to list(in pointform – usually numbered) the alternatives thatyou have decided
to investigate.Followthat by what you’ve recommended.
Here’s an example for you:

3. Company Name
11/23/2017 Marketing Plan page 3

4. Company Name
11/23/2017 Marketing Plan page 4
ProblemStatements
Listthe main problem(s) here. (PARAGRAPHS)
Company Objectives
What arethe company’s objectives? How does this relateto the problem? (PARAGRAPHS)
Company Background
Listsome details here. Remember, the person who is readingthis (your client) already knows a lot about
the company. This portion does not need to be very long.Some good points to listheremay be about the
products or services thatthey provide, how longthey’ve been in business,and other things that stand
out. (PARAGRAPHS)
SituationAnalysis
Strengths
 Pointform
 These points must be about the company – things that they have control over
Weaknesses
 Pointform
 These points are also aboutthe company – again things they have control over
Opportunities
 Pointform
 These are opportunities that may existthat the company does not have control over – for example, if gas
is goingup and the company is a car manufacturer, then the opportunity may be for the potential of
larger sales of cars with good gas mileage. Also,think about what public perception is,government
control,etc.
 Also,listother points that the company can use to expand their opportunities (example – give trainingto
sales reps in order to increasetheir market share)
Threats
 Pointform
 Again, these arethings that the company does not have control over (market declining,economic status,
etc)

5. Company Name
11/23/2017 Marketing Plan page 5
Market Analysis
Pizzas as a corecomponent of Italian-American food category ware very popular among American
families,with 77% of consumers ate pizzas atleastonce a month. The actual consumption of pizza was
actually higher.Accordingto CBS News, 20% of young children and 25% teens consumer pizzas as a meal
or snack between 2009 and 2010 in the United States, and these pizza contained a lot of “calories,fat,and
sodium” than other alternatives (HealthDay,2015). Lisa Powell,a professor of health policy and
administration atthe University of IllinoisatChicago advocated that makinga healthy pizza should be the
norm (HealthDay, 2015).
As a result, a lot of magazines and websites were created to dedicate resources in providingways to eat
healthier whilerecognize a taste-bud attractingpizza was irresistible. Some of the tips were: a) select
fiber-rich and lean meat; b) use more tomato sauce; c) make it thinner; d) add spice;e) reduce cheese; f)
add more vegetable as toppings (Eat This,Not That!, 2015).
In 2007, the annual saleof pizza was estimated at $53 billion.More than 2/3 pizza sales were from non-
homemade, i.e. restaurant,delivery, and take-out. Refrigerated pizza sold atgrocery stores was 11% in
sales and was estimated at $5.8 billion. Fast-forward to 2014, retail pizza,including frozen pizza,
refrigerated pizza, pizza kits,and frozen pizza dough or crust,sawa slightdip to $5.5 billion and was
forecasted to remain the same in 2019 (Statista,2016).Although mostly dominated by two major players:
Nestlé and Schwan Food Company, other companies played significantpartin this frozen retail market
(Statista,2016).What was encouragingwas that pricingwas a huge factor which persuaded 44%
consumers into buyingfrozen pizza instead of buyingfrom restaurants becauseitwas less expensive
(Statista,2016).
Refrigerated pasta,on the other hand,was less popular comparingto frozen pizza .However, the demand
remains extremely stable.In 2013,2014, and 2016,frozen pasta,includingpasta kit,refrigerated pasta,
and frozen pasta,registered sales of $334.54 million,$350.5 million,and $351.7 million respectively
(Statista,2016).

6. Company Name
11/23/2017 Marketing Plan page 6
Exhibit1 – Frozen pizza sales in USA

7. Company Name
11/23/2017 Marketing Plan page 7
Exhibit2 – Frozen pasta sales in USA
Remember – this section is worth 8 marks – you ARE REQUIRED to do internet research.
Segmentation
**Use a table format

8. Company Name
11/23/2017 Marketing Plan page 8
Segment # 1 2 3 4 5
Name Funny names
Qualifying
dimensions
Who?
What?
When
Where?
Why?
How?
Segment size
Trends
Other
Determining
dimensions
Benefits
sought
Usage rate
What is the targeted market?
What is their current market?
What is their potential market?
Competitive Analysis
What is the status of their directand indirectcompetitors?
As mentioned before, pizza market as a whole was dominated by several bigplayers with smaller players
takingup significantportion of the market share.For example, in 2015,the total pizza sales in theUS was
$44.43 billion,with top 50 chains dominating55.72%of the market and the rest of 44.28% was shared by
small,independent, and privatelabel sales.
In frozen pizza category alone, Nestlé’s frozen pizza DiGiorno was doubtfully the largestplayer as direct
competitor making$1014.6 million in sales in 2017.Therunner-up was only making$572.3 million in
sales,half of what Nestlé made. However, the demand for private label frozen pizza has been soaring,
makingit the projected third placein 2017 (Statista,2016).
Nestlé’s DiGiorno provided the market with various flavours(pepperoni,cheese, three meat, and
supreme), styles (pan, thin, gluten-free and GMO-free, raisingcrust,garlic bread,crispy,and size(small,
artisan,buns,and bite-size).A website was dedicated to promoting each product and offered to take
customers to the nearest store as closeas walkingdistance (Nestle, 2017).
Rigazzi Fresh Whole Grain Pasta introduced in 2007 in responseto TruEarth’s launchingof Cucina Fresca.
Rigazzi boasts itself usingonly traditional pasta-makingtechniqueand vintage Italian equipment. Rigazzi
also targeted TruEarth by offeringdiscounts to supermarkets and offeringcoupons to consumers.

9. Company Name
11/23/2017 Marketing Plan page 9
Price Restaurant
Rigazzi
TruEarth
Take-
out
Nestle
Convenience
Homemade
Price Restaurant
Rigazzi
TruEarth
Homemade Homemade Homemade Homemade Homemade Homemade Homemade
Nestle Taste
Take-out
Restaurant Price
Rigazzi
TruEarth
Nestle Healthy
Take-out

10. Company Name
11/23/2017 Marketing Plan page 10
Financial Analysis
Discuss theresults here – what do the numbers mean? (PARAGRAPHS)
A good ruleof thumb is about3 different scenarios for analysis.
**Use the appendix to display numerical data,butexplain what the data means in this section. Tables do
not belong in your case – theygo in the appendix section
**Do not reproduce tables and charts thatare in the case.
Key Factors
**You must keep each of these key factors so there are 2-4 points – no more
Keep this section short - don’t explain everything - just list the points
Key Opportunities
 Pointform (2-4 points only)
When you arefillingin this section,look atthe Opportunities section & the Objectives
Look at how the opportunities can HELP the company to achievetheir objectives - pick 2-4 of those & tie
them together here. Remember – you have to pick the BEST not all of them (that’s how you narrowit
down)
Key SuccessFactors (2-4 points only)
 What factors arekey to this company to ensure their success (2-4 points only)
 Awareness  this is almost always here
Key Uncertainties (2-4 points only)
 Competitive Reaction
 Consumer Acceptance (these two are usually alwayshere – remember that for your exam because it’s a
guaranteed 2 marks!  HINT, HINT!)
 Other points? (**Remember only 2-4 points in total)
Alternatives
1 – List first alternative
Describealternative– do not leave details to the reader’s imagination.For example, do not say “increase
advertising;”instead,describeHOW you plan to do so (PARAGRAPHS)
There should be AT LEAST two to three paragraphs describing each alternative in great detail. Don’t be
skimpy with the details! Also, there should be many points for pros and cons – at LEAST 3 for each pro
& each con - 3 points = minimum grades
Pros:
 Pointform
Cons:
 Pointform

11. Company Name
11/23/2017 Marketing Plan page 11
2 – List second alternative
Describealternative– sameas above (PARAGRAPHS)
Pros:
 Pointform
Cons:
 Pointform
**Continue with remainingalternatives (have 5-7 if possible)
6 - Status Quo - shouldalways be one of your alternatives
Your job is to analyzewhy this is nota good choiceat this time
Pros:
 Pointform
Cons:
 Pointform
Recommendations
Describewhat you recommend and why. Use details here! Sell the company on your idea ! (PARAGRAPHS)
**This is one of the most important sections of the case. Don’t be skimpy here, and make sureyou
explain things here. Why is/areone or two recommendations better than others?
Pick one or two alternatives.Explain why they are your top choice(s).
Take each of the alternatives thatyou did NOT chose and describewhy you didn’t pick them.
You should have at least one paragraph for each alternative explaining why it is a good or not a
good choice.
**For cases in a course, do not recommend a “no go” (not status quo). Your job is to figureout how to
make itwork! 
ActionPlan
This should be a time lineof what should be done and when – you should be able to use this as a
checklist to carry out your ideas to fruition. Don’t be skimpy! Here is an example
It should fill the page - at least!
Date Item Description

12. Company Name
11/23/2017 Marketing Plan page 12
Immediately Check with marketing
department
Person – marketing manager
Check to make surethat blah blah blah
1 month Start issuingitems Person – marketing manager
Start issuingitems to …
Contingency
What could the company do if this plan fails? Status Quo is NEVER an option. Also, don’t say things like
do more research or (here’s a good one) develop a marketing plan! That’s what you’re doing. Choose
one of your backup alternatives. (PARAGRAPHS)

13. Company Name
11/23/2017 Marketing Plan page 13
Appendix – newpage here (remove this text of course)
Put all charts & numerical data here
All data and charts go here EXCEPT FOR THESE
 Segmentation tablegoes in the document
 Competitive analysis tablegoes in the competition section
 Positioningtablegoes in the Competitive section
All other charts & numeric tables go here
References
References should be here - a minimum of 2 is required
You should also indicatein your document where you go the information in your case
 Do not includethe textbook
 Do not includethe casebook
 Wikipedia isNOTa reliablewebsite - do not use that
Examples of siting references in the case
So, I'd see something likethis:(justan example from my head)
There are 151 doctors’ offices in Sudbury (Greater Sudbury, 2006).
Then, at the end of the file, I'd see this
References
Greater Sudbury. (2006). Businesses in Greater Sudbury. Retrieved on October 12, 2015
from www.greatersudbury.com
References
Eat This, Not That! (2015, May 27). 6 Easy Ways to Cut Pizza Calories. Retrieved from Eat
This, Not That!: http://www.eatthis.com/ways-to-cut-pizza-calories/
HealthDay. (2015, Jan 19). Pizza cuts into kids' health, study finds. Retrieved from CBS News:
https://www.cbsnews.com/news/pizza-cuts-into-kids-health-study-finds/
Nestle. (2017, Oct 16). Our Menu. Retrieved from DiGiorno: http://www.digiorno.com/Products/
Statista. (2016, Oct). Frozen pasta dollar sales in the United States in 2013, 2014 and 2016 (in
million U.S. dollars). Retrieved from Statista:
https://www.statista.com/statistics/441915/us-frozen-pasta-dollar-sales/

14. Company Name
11/23/2017 Marketing Plan page 14
Statista. (2016, Oct). Sales of the leading frozen pizza brands of the United States from 2011 to
2017 (in million U.S. dollars). Retrieved from Statista:
https://www.statista.com/statistics/189650/top-frozen-pizza-brands-in-the-united-states/
Statista. (2016, Oct). U.S. Pizza Retail Market - Statistics & Facts. Retrieved from Statista:
https://www.statista.com/topics/1911/pizza-retail-market/