REAL. GOOD. PIZZA.PIZZA SOLA MARKETING PLAN DECEMBER 2012
AGENDA         BACKGROUND         PROBLEMS         MARKET ANALYSIS            MARKET SITUATION            PRODUCT SITUATIO...
Founded in 2002 as Pizza Vesuvioby James Aiello Jr. & his partnerFirst Shop in South Side andRebranded into Pizza Sola in ...
LocationOakland, Eastside, Southside, CranberryHours of OperationMon-Wed: 11am – 12pmThurs-Sat: 11am – 3amSunday: 12pm – 1...
LOW BRAND         PERCEIVED AS          LIMITED AWARENESS          EXPENSIVE         CUSTOMER BASE43% students       Only ...
SITUATION ANALYSIS
Pizza Restaurant Industry has felt the heat over many yearsMajor players           Domino’s 9.8%  Papa             Pizza H...
Pizza Restaurant Industry has felt the heat over many years               42000               41000               40000   ...
REASONSAGE BREAKDOWN                                      THEY KEEP COMING BACK25-34 years old         18-24 years old    ...
Product            Price    Market Price   RatingsPizza (14”)        $13      $10.03         9.1Wings (12 wings)   $10.41 ...
MAJOR CHAIN COMPETITIONVOCELLI PIZZA, DOMINO’S, PAPA JOHN’SMAJOR SINGLE STORE COMPETITIONMAXIMUM FLAVOR, PIZZA BELLINO, MI...
SUPPLIERS   PIZZA SOLA   CUSTOMERS
RECESSION                  HEALTH INDEX• Unemployment &            • Consumers are aware of  consumer spending           i...
1. SURVEY OF PIZZA SOLA CUSTOMERS2. SURVEY OF PEOPLE IN OAKLAND NEAR PIZZA   SOLA3. SURVEY OF CMU STUDENTS4. DIRECT CONVER...
• UNABLE TO TALK TO THE STORE MANAGER ON MULTIPLE OCCASIONS• “THE MAJORITY OF OUR CUSTOMERS ARE BETWEEN  26 AND 32 YEARS O...
<18        18-22                   23-27               28-32          33+      YEARS26.7           3%         31%         ...
>      WHERE DO YOU BUY PIZZA FROM?                                                >   HAVE YOU HEARD OF PIZZA SOLA?      ...
HAVE YOU HEARD OF PIZZA SOLA? YES                             NOWHY DO YOU CHOOSE TO NOT PURCHASE PIZZA FROM PIZZA SOLA?  ...
MARKETING FOCUS
35+YEARS OLD             18-24 YEARS OLD      25-34 YEARS OLD
WHY                  STUDENTS?18-24 YEARS OLD
“PIZZA SOLAEXPERIENCE             For young adults looking to eat             and drink with friends, pizza sola          ...
PRODUCT   PRICE   PLACE   PROMOTIONS
PRODUCT   PRICE   PLACE   PROMOTIONS
PRODUCT   PRICE   PLACE   PROMOTIONS
PRODUCT   PRICE   PLACE   PROMOTIONS
PROMOTION KEY INGREDIENT 1“Buzz” = engaging + participative events •BEER PONG NIGHT •PIZZA-BEER PAIRING NIGHT •COLLEGE FOO...
BEER PONG NIGHT
BEER PONG NIGHT
PIZZA AND BEERPAIRING NIGHT
SPORTS NIGHT
PROMOTION KEY INGREDIENT 2eye-catching promotional itemsBusiness Card
PROMOTION KEY INGREDIENT 2eye-catching promotional itemsGift Cards
PROMOTION KEY INGREDIENT 2eye-catching promotional itemsPizza Sola paper clips
PROMOTION KEY INGREDIENT 3Reach prospects and customers throughweb or network
Marketing presentation_draft 1_incomplete
Upcoming SlideShare
Loading in …5
×

Marketing presentation_draft 1_incomplete

380 views

Published on

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
380
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
13
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • *AIB international. Org
  • Total revenue Domino’s, Pizza Hut and Papa John’s (together 28.7%) had approximately 20% revenue increase
  • Problem: did not really identify customer needs
  • Ratings have to be done (those are the fake numbers)Good pizza but a bit pricey
  • Pizza Sola Company AnalysisDecreased
  • Three segments should be targeted25-3418-2435+
  • Three segments should be targeted25-3418-2435+
  • Affordable, best ny style pizza, convenient, casual bar…..that serves you the ultimate meal for college students… For young adults, pizza sola provides pizza sola
  • Marketing presentation_draft 1_incomplete

    1. 1. REAL. GOOD. PIZZA.PIZZA SOLA MARKETING PLAN DECEMBER 2012
    2. 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. 3. Founded in 2002 as Pizza Vesuvioby James Aiello Jr. & his partnerFirst Shop in South Side andRebranded into Pizza Sola in 2008Single store expanded into chainenterprise
    4. 4. LocationOakland, Eastside, Southside, CranberryHours of OperationMon-Wed: 11am – 12pmThurs-Sat: 11am – 3amSunday: 12pm – 12amNew York style PizzaHigh Quality & Fresh IngredientsWide selection of sides and beverages
    5. 5. LOW BRAND PERCEIVED AS LIMITED AWARENESS EXPENSIVE CUSTOMER BASE43% students Only 10% *25-34age groupheard of Oakland claimed price is *8% claimed theyPizza Sola reasonable visited Pizza Sola
    6. 6. SITUATION ANALYSIS
    7. 7. Pizza Restaurant Industry has felt the heat over many yearsMajor 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. 8. Pizza Restaurant Industry has felt the heat over many years 42000 41000 40000 ReflectingRevenue ($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. 9. REASONSAGE BREAKDOWN THEY KEEP COMING BACK25-34 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. 10. Product Price Market Price RatingsPizza (14”) $13 $10.03 9.1Wings (12 wings) $10.41 $8.77 5.7Calzone $7.00 $6.57 5.4Salad $6.84 $3.63 7
    11. 11. MAJOR CHAIN COMPETITIONVOCELLI PIZZA, DOMINO’S, PAPA JOHN’SMAJOR SINGLE STORE COMPETITIONMAXIMUM FLAVOR, PIZZA BELLINO, MINEO’S PIZZA, PAPA DA VINCI, MIA’SPIZZA, PIZZA ROMANOINDIRECT COMPETITIONCHIPOTLE,MCDONALD’S, FIVE GUYS
    12. 12. SUPPLIERS PIZZA SOLA CUSTOMERS
    13. 13. RECESSION HEALTH INDEX• Unemployment & • Consumers are aware of consumer spending issues related to obesity• Demand for lower-priced and weight items
    14. 14. 1. SURVEY OF PIZZA SOLA CUSTOMERS2. SURVEY OF PEOPLE IN OAKLAND NEAR PIZZA SOLA3. SURVEY OF CMU STUDENTS4. DIRECT CONVERSATIONS WITH PIZZA SOLA EMPLOYEES
    15. 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. 16. <18 18-22 23-27 28-32 33+ YEARS26.7 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. 17. > WHERE DO YOU BUY PIZZA FROM? > HAVE YOU HEARD OF PIZZA SOLA? 3% 13% Pizza Sola Vocellis 27% 10% Max Flavor Yes, 43% Dominos7% Pizza Bellino No, 57% Papa Da Vinci 7% Pizza Romano 13% Other 20%
    18. 18. HAVE YOU HEARD OF PIZZA SOLA? YES NOWHY DO YOU CHOOSE TO NOT PURCHASE PIZZA FROM PIZZA SOLA? DELIVERYTOP 3 HABITUAL BUYING BHEAVIORREASONS DO NOT KNOW ABOUT PIZZA SOLA
    19. 19. MARKETING FOCUS
    20. 20. 35+YEARS OLD 18-24 YEARS OLD 25-34 YEARS OLD
    21. 21. WHY STUDENTS?18-24 YEARS OLD
    22. 22. “PIZZA SOLAEXPERIENCE 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. 23. PRODUCT PRICE PLACE PROMOTIONS
    24. 24. PRODUCT PRICE PLACE PROMOTIONS
    25. 25. PRODUCT PRICE PLACE PROMOTIONS
    26. 26. PRODUCT PRICE PLACE PROMOTIONS
    27. 27. PROMOTION KEY INGREDIENT 1“Buzz” = engaging + participative events •BEER PONG NIGHT •PIZZA-BEER PAIRING NIGHT •COLLEGE FOOTBALL NIGHT •RUSH EVENTS
    28. 28. BEER PONG NIGHT
    29. 29. BEER PONG NIGHT
    30. 30. PIZZA AND BEERPAIRING NIGHT
    31. 31. SPORTS NIGHT
    32. 32. PROMOTION KEY INGREDIENT 2eye-catching promotional itemsBusiness Card
    33. 33. PROMOTION KEY INGREDIENT 2eye-catching promotional itemsGift Cards
    34. 34. PROMOTION KEY INGREDIENT 2eye-catching promotional itemsPizza Sola paper clips
    35. 35. PROMOTION KEY INGREDIENT 3Reach prospects and customers throughweb or network

    ×