Final Plan Book for ADPR 283

1. Strategy development for Tony's pizza
june 2023
prepared by: emme pruitt
tony's pizza

2. table of contents
executive summary
Executive Summary
Situational Analysis
Competitive Analysis
Target Audience
The Big Idea
Creative Brief
Media Plan
Sample Creative
My integrated marketing plan for Tony's Pizza will be
drawn out into a three month timeline. During these
three months of the Convenience Redefined
campaign, the marketing will be focused on the
convenience of Tony's, and the freshness of the pizza.
Eduating customers on the history and quality of
Tony's Pizza was the inspiration for this campaign. By
using billboards, flyers and yard signs, customer will
be able to see and read about the fresh ingredients
Tony' use for their pizzas.

3. the market
Overall sales in the frozen pizza industry have increased
a lot in the last couple of years. The market is expected
to grow to $20.8 billion by 2027. This growth rate would
be a 7% increase annually. The United States is the
largest consumer of frozen pizzas. The convenience,
price, shelf life, and versatility of frozen pizzas have
taken over. Customers love how long these frozen pizzas
will last in their freezers, how long it takes to cook, how
cheap they are, and how frozen pizza is becoming
better from year to year. From thick crust to thin crust,
to deep dish, meat lovers and even vegetarians. Frozen
pizza is easy for even the worst cooks out there.
situation analysis
Tony’s Pizza is a well-known, frozen pizza brand that
can be found in the freezer isle in any grocery store.
Tony’s Pizza offers a variety of toppings and strives to
keep the authentic Italian taste in their easy and
convenient frozen pizza. The company was started in
Salina, Kansas, where pizza and its secret ingredients
were made popular.

4. industry issues
Sales are not declining in the frozen pizza industry. In
2020, sales reached 5.47 billion dollars and in 2021 sales
went up to 6.06 billion dollars (Statista). The sales are
increasing by billions of dollars each year and will not
slow down anytime soon. There are a lot of different
competitors in the business. Competitors like DiGiorno,
Tombstone, Jack’s, Red Baron, and even Tony’s have
been dominating the industry. The frozen pizza industry
has remained quite steady, seeing a slight increase in
sales during the winter seasons due to people staying
inside during the cold, and not in the summer. But by
no means are fewer people eating frozen pizza. Some
consumers are looking for healthier options in recent
years. The search for healthier options has made room
for new competitors to help the needs of people
wanting healthier, or more specific options in their
pizzas such as gluten-free.
competition
Tony’s Pizza's competitors are companies such as Jack’s
or Tombstone Pizza, which are seen as a cheap and easy
alternative to frozen pizza. Our brand’s main consumers
are those who prefer convenience and are looking for a
great option on a budget.

5. consumers
Tony’s Pizza has a diverse range of consumers, with various
different backgrounds, incomes, and education. The
median household income of the consumers of Tony’s Pizza
is about $54,822 a year. Roughly 23% of their consumers
have a household income of $100,000 or more, 17% have a
household income of $20,000. This is a very broad group of
consumer incomes, but they share some similarities. For
example, the median age of Tony’s Pizza consumers is 43.1,
with 20% of consumers being within the age range of 35-44.
Generally, 59% of Tony’s Pizza consumers are employed,
either part-time or full-time. They are more than likely to be
homeowners. When it comes to food lifestyle, there is one
group that stands out. These people want variety on a
budget. MRI says that these people “Are very busy and
frequently eat on the run. They see frozen food as a
convenient alternative to preparing meals with fresh
ingredients. They are interested in gourmet food – as long as
it fits into their budget.” The consumers of Tony’s Pizza
are not just about convenience, fine cuisine, or health
junkies, they are a mixture of the three. The consumers are
brand loyal, and confident spenders when it comes to
making their food choices in the grocery store. Location-
wise, Tony’s Pizza consumers are located all across the
United States. Idaho, Oklahoma, and Tennessee eat the
most Tony’s Pizza. But region-wise, the South consumed
the most from the sample size.

6. Tony's Jack's
Ellio's
Totino's
Target
Audience:
18-24
49% more
likely to eat
Tony's
67% more
likely to eat
Totino's
55% more
likely to eat
Ellio's
40% more
likely to eat
Jack's
High
School
Graduate
42% more
likely to be
a HS grad.
36% more
likely to be
a HS grad.
24% more
likely to be
a HS grad.
22% more
likely to be
a HS grad.
Mother
44% more
likely to be
a mother
63% more
likely to be
a mother
23% more
likely to be
a mother
39% more
likely to be
a mother
Rentee
39% more
likely to be
a renter
16% more
likely to be
a renter
9% more
likely to be
a renter
0% more
likely to be
a renter
Competitive Analysis

7. Kelly is a 24-year-old single female, with a
household income of less than $25,000. Kelly
wants to live a healthy lifestyle but also finds
herself sometimes choosing convenience over
healthiness. Kelly loves to cook gourmet food for
herself and her friends that come over but finds it
hard to make time to cook good quality, healthy
food. Kelly loves spending time with friends, but is
also starting her first full time job and has a very
busy schedule.
meet kelly

8. For single young
adults who have a
household
income of less
than $25,000,
Tony’s
Pizza is the only
one that delivers
an authentic
Italian taste
because Tony’s
Pizza created with
fresh, quality
ingredients right
from the original
restaurant in
Salina, Kansas.
PURCHASING
PURCHASING
A FROZEN
A FROZEN
PIZZA
PIZZA
90% of frozen
pizza consumers
buy their pizza at
the grocery
store.
50% of frozen pizza
consumers would try a new
frozen pizza if their friend
referred it.
70% of frozen pizza consumers
never read online reviews.
40% of frozen
pizza consumers
do not find
packaging
important.

9. Creative Brief
Campaign: ADPR 283
Summer 2023
problem statement
purpose statement
get:
who:
buy:
to:
target persona
For single or married young adults
who have a household income less
than $25,000, Tony’s Pizza is the only
one that delivers an authentic Italian
taste because Tony’s Pizza is locally
sourced with fresh, quality
ingredients.
The advertising is going to tell the
story of Tony's Pizza and how it
started as a restaurant in small-town
Kansas. The advertisement will
educate consumers about the
quality, freshness and authentic
Italian taste that Tony's Pizza brings.
Young adults ages 18-24 who are just
entering the workforce, single, and make less
than $25,000 a year.
May have never heard of what Tony's Pizza is
and have never had a frozen pizza made
with fresh, high-quality ingredients.
Try out Tony's Pizza for the first time.
Focusing on the small Italian restaurant that
makes delicious and fresh pizza.
Jace is a single 24-year-old who just recently got her first
full-time job. Her household income is less than $25,000.
Jace wants to live a healthy lifestyle but also finds herself
sometimes choosing convenience over healthiness. Kelly
loves to cook fresh food but has struggled to get used to
her new work schedule. Fresh ingredients is important to
Jace while also saving time.

10. media schedule
may june july
Yard Signs
Billboards
Handouts
brand visibility
traditional media
direct marketing
Week
3
Week
4
Week
2
Week
1
Week
3
Week
4
Week
2
Week
1
Week
3
Week
4

11. Tony's Pizza started in the small town
of Salina, Kanas. It started out as a
restaurant called "Tony's Little Italy"
which soon went on to be a big hit.
When the restaurant was bought in the
1970s, the new owner wanted to share
the pizza with everyone. Then, Tony's
Frozen Pizza was born. All of Tony's
frozen pizzas are still produced at the
original restaurant in Salina, and all
fresh ingredients are still used to create
the fresh and authentic taste that we
know and love.
CONVENIENCE
CONVENIENCE
REDEFINED.
REDEFINED.
what is tony's pizza?
handout
The goal of handing out these flyers is to get grocery
store customers attention to what Tony's Pizza is. Not
only will it educate people on how Tony's Pizza came
to be, but it will also educate them on how their pizza
uses fresh ingredients and is the best choice for when
choosing a frozen pizza.

12. yard sign
Putting yard signs outside of grocery stores is a perfect
way to have customers seeing our product before
going into the place to purchase. Walking into the
store the customers first thoughts would be about
wondering what Tony's Pizza is and that their grocery
store recommends it.
CONVENIENCE
CONVENIENCE
REDEFINED.
REDEFINED.
available in the freezer aisle!

13. Putting up billboards in big cities close to local grocery
stores will put the thought of Tony's Pizza as they are
driving to work, home or even the grocery store.
Reading that there are fresh ingredients in frozen
pizza will have customers wanting to try it out the
next time they go to the grocery store.
CONVENIENCE
CONVENIENCE
REDEFINED.
REDEFINED.
Tony's pizza, fresh ingredients in minutes!
Tony's pizza, fresh ingredients in minutes!
available in your local grocery store!
billboard