Lots' A Pizza conducted market research that found high potential for pizza outlets in the Philippines. Their research also found that Lots' A Pizza has the lowest consumer trial to consumption fall out compared to other brands. However, the brand suffers from low awareness, trial, and regular patronage due to unfavorable outlet locations and reputation. To improve, the brand needs to increase visibility through more outlets and promotions to trigger trial and develop patronage. The research also found that quality products at affordable prices differentiate Lots' A Pizza and represent an opportunity to attract switchers from other brands.

1. Presented by the Department of Marketing
BUILDING A WINNING
PINOY PIZZA BRAND

2. LEARNINGS FROM RESEARCH
1. There exists high market potential for
Lots’ A Pizza
• Pizza outlet is the 2nd patronized fast food
type, next to Burger chains
Dine-in
– Hamburger chains at 91% customers
Take-out &
– Pizza outlets at 90% Delivery
Dine-in
customers
– Chicken houses at 71%

3. LEARNINGS FROM RESEARCH
2. Lots’ A Pizza has the lowest consumer
trial to consumption fall out
Aw a re n e s s E v e r P a tro n iz e d M o s t O fte n N e x t O c a s s io n
G re e n w ic h 100% 2% 98% 54% 44% 1% 43%
S h a k e y's 100% 33% 77% 71% 6% 1% 5%
P iz z a H u t 99% 16% 83% 65% 18% 1% 19%
L o ts ' A P iz z a 79% 25% 54% 27% 27% 27%
Why the low Indicative of relatively
percentages? better consumer acceptance

4. LEARNINGS FROM RESEARCH
3. Unfavorable outlet location and
reputation are the main reasons for low
awareness, trial and regular patronage
Never Patronize Lapsed Patronage
Location – 43% Location - 49%
Reputation - 20% Facilities - 19%
Few outlets - 9% Reputation - 9%
Negative Interest
Need to be MORE
Reputation - 55%
“VISIBLE” to the
Used to GW - 18%
consumers
Location - 9%

5. LEARNINGS FROM RESEARCH
4. Visibility through more outlet locations
and advertising/promotions could trigger
trial and develop patronage
Motivate Trial Motivate Patronage
Toppings - 25% Location - 49%
Advertising - 22% Facilities - 35%
Promotion - 19% Price - 11%
Facilities - 6% Taste/Flavor - 9%
Pizza Crust - 3%
Service Crew - 3%

6. LEARNINGS FROM RESEARCH
5. Quality at an affordable price is what
differentiates LAP from the rest, and …
Lots' A Pizza Greenwich Pizza Hut Shakey's
Price 36% 7% - -
Taste 35% 20% 22% 18%
Toppings 34% 24% 28% 29%
Ambiance 14% 26% 28% 30%
Service 12% 12% 8% 9%
Crust 11% - - -
Location - 20% 13% 7%

7. LEARNINGS FROM RESEARCH
5. … Opportunity to entice switchers thru
affordable pricing and better service
UNFAVORABLE RESPONSES
Greenwich Pizza Hut Shakey's
Price 4% 24% 21%
Service 14% 2% 6%
Location 2% 2% 4%
Toppings 2% 3% 3%

8. VALUE PROPOSITION
 LOTS’A PIZZA is a quick-serve and takeout PINOY-
STYLE PIZZA EXPERT that offers a variety of
regionally-inspired pinoy pizza flavors/toppings and
other pinoy food products, using pizza as
backbone/foundation, that are healthy and pinoy in
taste which has the same generous filling/topping as
the leading brand but priced more affordable. The
products are conveniently available near communities
and served more intimately and more personalized by
our service personnel which makes every buying
experience a “special bonding moment” for every
pinoy customer.

9. BRAND STRATEGY
1. To be the ultimate Pinoy Pizza Expert using
pizza as backbone/foundation.
2. Create a pinoy bonding moment experience
when product is shared and enjoyed.
3. Pinoy customer service is personalized and
intimate making every visit a “special
moment.”
4. Own the Value for Money segment. LOTS
OF TOPPINGS AND LOTS OF SAVINGS.

10. THREE COMPONENTS
1. Premium quality pinoy pizza
products
2. Affordable and reasonable prices
3. Pinoy service experience

11. BUSINESS PROMISE
 LOTS’A PIZZA is the only pinoy-style pizza expert where
you will find regionally inspired pinoy pizza toppings and
other pizza products that suits the pinoy palate, is filling,
always fresh, same quality as the leading brand. (GOOD
FOOD!)
 Product prices are pinoy friendly which is more affordable
and reasonable than the leading brands. (VALUE FOR
MONEY)
 Our stores/kiosks are accessible near the communities, and
our delivery service efficient. It’s the best place to bond with
friends and families. (CONVENIENCE & ACCESSIBILITY)
 Our people are friendly and hospitable. They are more
intimate and personalize to our customers. (FEEL GOOD)

12. DIFFERENTIATION
 Authentic pinoy toppings used in every pizza product.
 Different takeout and quick serve pinoy product
varieties using pizza as backbone/foundation.
 Healthy Parbaked Crust Technology (PCT).“The crust
you can trust”
 Pizza prices are 50% cheaper than the leading
brands.
 Best value for money pizza. Lots of Toppings and
Lots of Savings.
 Personalized and Intimate Pinoy Service experience.

13. PILLARS
 Want unique / differentiated pinoy pizza
toppings
 Use of authentic pinoy pizza toppings.
 Premium toppings are supplied and customized
exclusively for LAP by Purefoods Hormel.
 Low oil and fat content in every pizza crust.
 Pizza products have generous toppings and
prices are 50% cheaper than the leading
brands.
 Helpful and friendly crews

14. PRICE, RISK AND EFFORT

15. LOTS’A PIZZA MARKETING POSITIONING
Short Message LOTS’A PIZZA is a quick-serve and takeout Pinoy-Style Pizza Expert that provides value for
money pinoy pizza products.
Extended LOTS’A PIZZA is a quick-serve and takeout Pinoy-Style Pizza Expert that provides value for
Message money pinoy pizza offers that has lots of toppings same as the leading brand but are healthy,
affordable and pinoy in taste.
Target Primary: Young urbanite aged 18-35 years old who belong to broad C class
Audience Secondary: Young single cosmopolitans aged 16-25 years old who is either a student or young urban
professional belonging to broad C class.
Detailed For a young budget-conscious urbanite aged 18-35 years old
Positioning Who wants an ultimate value for money Pinoy-Style pizza offers that provides a variety of
Statement regionally-inspired special Pinoy toppings/flavors and other Pinoy products, using pizza as
backbone, that has the same amount of generous toppings as the leading brand, but only healthy,
affordable and Pinoy in taste, LOTS’A PIZZA offers quality and affordability unlike other leading
brands, LOTS’A PIZZA provides its customers with Pinoy pizza products that values/creates a
special bonding moment experience when its shared and enjoyed with friends and family.
Top Pillar 1 <Piece of mind & protects my family>
Customer Specific unmet needs (pain points):
Needs Want variety of unique/differentiated pizza toppings/flavors.
Don’t want to have limited products
Pizza flavors/toppings needs to fit the need to celebrate an occasion and bond with friends &
family.
Pillars Piece of mind & protects my family Pillar 2 Pillar 3
Differentiated
Benefit

16. EMOTIONAL BENEFIT
 Fulfilling treat for oneself;
 Camaraderie, good times with friends;
 Quality time with family.
 Rewarding.

17. TAGLINE
 Bonding moments mean a lot.
 Saya ng Bonding.

18. FUNCTIONAL BENEFIT
 Lots of toppings and Lots of savings
 Fulfilling treat for family and friends.. “busog
and sulit”
 Good value for money pizza shared among
friends and family.

19. ATTRIBUTES
 Healthy
 Affordable
 Delicious (Quality Food)
 Variety

20. FEATURES AND ATTRIBUTES
•LOTS’A PIZZA is where you will find pinoy-tasting pizza that
(the only pizza brand that uses authentic pinoy toppings)
•suits your taste, is filling, is always fresh. (GOOD FOOD!)
•Prices are more affordable and reasonable than the
leading brands. (VALUE FOR MONEY)
•Our stores/kiosks are accessible, and our delivery service
efficient. It’s the best place to bond with friends and families.
•(CONVENIENCE & ACCESSIBILITY)
•Our people are friendly and helpful. Our crews are more
intimate and personalized with our customers. (FEEL GOOD)
•Our stores/kiosks are clean. (HEALTH, SECURITY)
•Our promos offer value to our customers (SAVINGS)