The document provides a marketing plan for Pizza Sola, a pizza restaurant chain founded in 2002. It analyzes the pizza restaurant industry and Pizza Sola's situation, noting low brand awareness and a perceived expensive price. Competitors include major chains and single stores. Research found most customers are 18-34 years old. The plan proposes focusing marketing on students aged 18-24 by promoting an exciting "Pizza Sola experience" and engaging events. Integrated promotions use eye-catching items and digital reach to build awareness of Pizza Sola's "real.good.pizza".

1. REAL. GOOD. PIZZA.
PIZZA SOLA
MARKETING PLAN
DECEMBER 2012

2. AGENDA
BACKGROUND
PROBLEMS
MARKET ANALYSIS
MARKET SITUATION
PRODUCT SITUATION
COMPETITIVE SITUATION
DISTRIBUTION SITUATION
MACROENVIRONMENT SITUATION
SWOT ANALYSIS
RESEARCH
PROPOSED MARKETING STRATEGY
INTEGRATED MARKETING PLAN
ACTION PLAN

3. Founded in 2002 as Pizza Vesuvio
by James Aiello Jr. & his partner
First Shop in South Side and
Rebranded into Pizza Sola in 2008
Single store expanded into chain
enterprise

4. Location
Oakland, Eastside, Southside, Cranberry
Hours of Operation
Mon-Wed: 11am – 12pm
Thurs-Sat: 11am – 3am
Sunday: 12pm – 12am
New York style Pizza
High Quality & Fresh Ingredients
Wide selection of sides and beverages

5. LOW BRAND PERCEIVED AS LIMITED
AWARENESS EXPENSIVE CUSTOMER BASE
43% students Only 10% *25-34age group
heard of Oakland claimed price is *8% claimed they
Pizza Sola reasonable visited Pizza Sola

6. SITUATION ANALYSIS

7. Pizza Restaurant Industry has felt the heat over many years
Major players
Domino’s 9.8%
Papa Pizza Hut
John’s 11.6%
6.3%
• Together, 20% • Increasing number of single-location
increase in sales from stores
2006 to 2012 • Grocery store’s pre-baked pizza
gaining popularity*

8. Pizza Restaurant Industry has felt the heat over many years
42000
41000
40000
Reflecting
Revenue ($m)
39000
trends, revenue per
individual store has
38000 actually
37000
CAGR 12%
decreased
36000
35000
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
years

9. REASONS
AGE BREAKDOWN
THEY KEEP COMING BACK
25-34 years old
18-24 years old
35+ years old
“ I keep coming back to
Pizza Sola because it
offers very large
portions and its pizza
is delicious!
”
Andy T. (23)

10. Product Price Market Price Ratings
Pizza (14”) $13 $10.03 9.1
Wings (12 wings) $10.41 $8.77 5.7
Calzone $7.00 $6.57 5.4
Salad $6.84 $3.63 7

11. MAJOR CHAIN COMPETITION
VOCELLI PIZZA, DOMINO’S, PAPA JOHN’S
MAJOR SINGLE STORE COMPETITION
MAXIMUM FLAVOR, PIZZA BELLINO, MINEO’S PIZZA, PAPA DA VINCI, MIA’S
PIZZA, PIZZA ROMANO
INDIRECT COMPETITION
CHIPOTLE,MCDONALD’S, FIVE GUYS

12. SUPPLIERS PIZZA SOLA CUSTOMERS

13. RECESSION HEALTH INDEX
• Unemployment & • Consumers are aware of
consumer spending issues related to obesity
• Demand for lower-priced and weight
items

14. 1. SURVEY OF PIZZA SOLA CUSTOMERS
2. SURVEY OF PEOPLE IN OAKLAND NEAR PIZZA
SOLA
3. SURVEY OF CMU STUDENTS
4. DIRECT CONVERSATIONS WITH PIZZA SOLA
EMPLOYEES

15. • UNABLE TO TALK TO THE STORE MANAGER ON
MULTIPLE OCCASIONS
• “THE MAJORITY OF OUR CUSTOMERS ARE BETWEEN
26 AND 32 YEARS OLD”
• “MANY OF OUR CUSTOMERS ARE EMPLOYEES AT
UPMC”
• “WE DON’T TARGET A SPECIFIC AGE GROUP”

16. <18 18-22 23-27 28-32 33+
YEARS
26.7 3% 31%
0-1 TIMES
31%
2-3 TIMES
20%
4-5 TIMES
15%
6-7 TIMES
TIMES
PER MONTH
48%
1.6 16% 7% 1%
RATING
POINTS EXCELLENT (1) : 26%
VERY GOOD (2) : 47%
1.7 GOOD (3) : 6%
RATING
EXCELLENT (1) : 11%
POINTS VERY GOOD (2) : 29%
2.4 FAIR (4) : 7%
GOOD (3) : 24%

17. > WHERE DO YOU BUY PIZZA FROM?
> HAVE YOU HEARD OF PIZZA SOLA?
3%
13%
Pizza Sola
Vocelli's
27%
10% Max Flavor
Yes, 43%
Domino's
7% Pizza Bellino No, 57%
Papa Da Vinci
7% Pizza Romano
13%
Other
20%

18. HAVE YOU HEARD OF PIZZA SOLA?
YES NO
WHY DO YOU CHOOSE TO NOT PURCHASE PIZZA FROM PIZZA SOLA?
DELIVERY
TOP 3 HABITUAL BUYING BHEAVIOR
REASONS DO NOT KNOW ABOUT PIZZA
SOLA

19. MARKETING FOCUS

20. 35+
YEARS OLD
18-24 YEARS OLD
25-34 YEARS OLD

21. WHY
STUDENTS?
18-24 YEARS OLD

22. “
PIZZA SOLA
EXPERIENCE
For young adults looking to eat
and drink with friends, pizza sola
is the place to go because it
provides pizza sola
experience, which is the unique
”
blend of “real.good.pizza”and
“casual, exciting environment”

23. PRODUCT PRICE PLACE PROMOTIONS

24. PRODUCT PRICE PLACE PROMOTIONS

25. PRODUCT PRICE PLACE PROMOTIONS

26. PRODUCT PRICE PLACE PROMOTIONS

27. PROMOTION KEY INGREDIENT 1
“Buzz” = engaging + participative events
•BEER PONG NIGHT
•PIZZA-BEER PAIRING NIGHT
•COLLEGE FOOTBALL NIGHT
•RUSH EVENTS

28. BEER PONG NIGHT

29. BEER PONG NIGHT

30. PIZZA AND BEER
PAIRING NIGHT

31. SPORTS NIGHT

32. PROMOTION KEY INGREDIENT 2
eye-catching promotional items
Business Card

33. PROMOTION KEY INGREDIENT 2
eye-catching promotional items
Gift Cards

34. PROMOTION KEY INGREDIENT 2
eye-catching promotional items
Pizza Sola paper clips

35. PROMOTION KEY INGREDIENT 3
Reach prospects and customers through
web or network