Mr pizza

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Analyse how Mr. Pizza Korea using marketing research to come up with the idea of successful The Original Pizza Campaign.

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  • A short music audio to wake up audience and create a connection\nSong Credit: Garden - Totally enormous extinct Dinosaur\nAsking audience about their knowledge about where the original pizza come from. Then show the video promotion about Mr. Pizza in next slide\n
  • A short music audio to wake up audience and create a connection\nSong Credit: Garden - Totally enormous extinct Dinosaur\nAsking audience about their knowledge about where the original pizza come from. Then show the video promotion about Mr. Pizza in next slide\n
  • Video Link: http://www.youtube.com/watch?v=KiLA6Bk_ivs\nThe video is the original pizza made by Mr. Pizza Korea. \nSo the question is how Mr. Pizza Marketing Team can come up with that ideas: does it suit with the customer profile or their target market. Or that a better way to get customer attention than what I did before. Remember until now, after 2 years in U.S market. Mr.Pizza still having difficulty to build their brand recognition among hundred of pizza chain in U.S\n
  • But before going deep about their marketing research for this promotion. We want to introduce overview about their business\n
  • But before going deep about their marketing research for this promotion. We want to introduce overview about their business\n
  • But before going deep about their marketing research for this promotion. We want to introduce overview about their business\n
  • But before going deep about their marketing research for this promotion. We want to introduce overview about their business\n
  • But before going deep about their marketing research for this promotion. We want to introduce overview about their business\n
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  • Credit: Mr. Pizza official website\n
  • Credit: Mr. Pizza official website\n
  • Right now, Mr. pizza is Number in Korean market. So what is the next step. Ofcouse going global like many other Korean brands did.\n
  • But In total there are 78 Big pizza chains in USA. Therefore, for successful growth and rapid expansion requires a detailed market research, which allows to understand how to catch customers and increase a market share in US market.\n\n
  • One of the good example why Mr. Pizza have to carefully choose or target their market is the Korean pizza preference is so different between U.S and Korean market.\nVideo link: http://www.youtube.com/watch?v=gkU2Hwl__ug\n
  • One of the good example why Mr. Pizza have to carefully choose or target their market is the Korean pizza preference is so different between U.S and Korean market.\nVideo link: http://www.youtube.com/watch?v=gkU2Hwl__ug\n
  • One of the good example why Mr. Pizza have to carefully choose or target their market is the Korean pizza preference is so different between U.S and Korean market.\nVideo link: http://www.youtube.com/watch?v=gkU2Hwl__ug\n
  • One of the method that Mr. Pizza can use to identify the effective marketing campaign is using Qualitative Research\n\n
  • This is the second step in our presentation: State the Objectives of the research\n
  • How to generate awareness with US audience with never heard about brand or likely ever consider pizza company from Asia\n
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  • We will use both primary and secondary data, depend what types of datas we want to use in the research\n
  • This is the overview about Pizza Industry which is published through research of market research agency - Secondary data\n
  • This is the overview about Pizza Industry which is published through research of market research agency - Secondary data\n
  • This is the overview about Pizza Industry which is published through research of market research agency - Secondary data\n
  • This is the overview about Pizza Industry which is published through research of market research agency - Secondary data\n
  • This is the overview about Pizza Industry which is published through research of market research agency - Secondary data\n
  • This is the overview about Pizza Industry which is published through research of market research agency - Secondary data\n
  • This is the overview about Pizza Industry which is published through research of market research agency - Secondary data\n
  • For some datas about demographic segmentation of customer, we can collect through government sensor results which public online in their website - Secondary\n
  • For some datas about demographic segmentation of customer, we can collect through government sensor results which public online in their website - Secondary\n
  • We also need to understand deeply about customer knowledge and experiences about Korean products or pizza. Focus group is our choice. This is primary data\nThe video is the similar group was done by Pizza. Domino and we can do something similar (only consider first part)\nThe link is here: http://www.youtube.com/watch?v=IgwPw59iqhw\n
  • Expected result: Identify correctly the profile of customer to produce an appropriate market campaign to generate a big buzz in the online campaign\nPotential Difficulies: Cause the miss understanding about the brand of Mr. Pizza: not serious or cause angry to other cutomer group, such as Italian customer, Japan .. because of the essential culture issues.\n
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  • Mr pizza

    1. 1. Le Vu - Anna Galak - Marina Vasconcelos - Ekaterina Martynenko
    2. 2. GOOD MORNI NGLe Vu - Anna Galak - Marina Vasconcelos - Ekaterina Martynenko
    3. 3. GOOD MORNI NGLe Vu - Anna Galak - Marina Vasconcelos - Ekaterina Martynenko
    4. 4. SOLBRIDGE INTERNATIONAL SCHOOL OF BUSINESS 2 of 22
    5. 5. SOLBRIDGE INTERNATIONAL SCHOOL OF BUSINESS 2 of 22
    6. 6. INTRODUCTIOMr. Pizza BusinessN
    7. 7. INTRODUCTIO Mr. Pizza Business NMARKETING RESEARCH ABOUT MR. PIZZA CAMPAIGN - TRUE ORIGINS OF PIZZA
    8. 8. MR. PIZZA OVERVIEW THEIR THIER BUSINESS Established in 1990 CEO: Woo-Hyun Annual grow over 20% Leading Pizza Brand No.1 in number of store and volume saleSOLBRIDGE INTERNATIONAL SCHOOL OF BUSINESS 4 of 22
    9. 9. MR. PIZZA OVERVIEW THEIR THIER BUSINESS Established in 1990 CEO: Woo-Hyun Annual grow over 20% Leading Pizza Brand No.1 in number of store and volume sale KOREA CHINA350 2 1 15 USA VN SOLBRIDGE INTERNATIONAL SCHOOL OF BUSINESS 4 of 22
    10. 10. SUCCESS FACTORS WHY MR. PIZZA IS BEING LOVEPRODUCTHand-made pizza, Only freshDEVELOPMENTingredientPROMOTIONFamous celebrities, popularevents..STORE INTERIORCombines a natural andsophisticated, customers canfeel cozy and comfortable SOLBRIDGE INTERNATIONAL SCHOOL OF BUSINESS 5 of 22
    11. 11. SUCCESS FACTORS WHY MR. PIZZA IS BEING LOVEPRODUCTHand-made pizza, Only freshDEVELOPMENTingredientPROMOTIONFamous celebrities, popularevents..STORE INTERIORCombines a natural andsophisticated, customers canfeel cozy and comfortable SOLBRIDGE INTERNATIONAL SCHOOL OF BUSINESS 5 of 22
    12. 12. SUCCESS FACTORS WHY MR. PIZZA IS BEING LOVEPRODUCTHand-made pizza, Only freshDEVELOPMENTingredientPROMOTIONFamous celebrities, popularevents..STORE INTERIORCombines a natural andsophisticated, customers canfeel cozy and comfortable SOLBRIDGE INTERNATIONAL SCHOOL OF BUSINESS 5 of 22
    13. 13. N .IN KOREAN MARKET SOLBRIDGE INTERNATIONAL SCHOOL OF BUSINESS 6 of 22
    14. 14. N .IN GLOBAL MARKET SOLBRIDGE INTERNATIONAL SCHOOL OF BUSINESS 7 of 22
    15. 15. SOLBRIDGE INTERNATIONAL SCHOOL OF BUSINESS 8 of 22
    16. 16. WEIRD SOLBRIDGE INTERNATIONAL SCHOOL OF BUSINESS 8 of 22
    17. 17. WEIRD NASTY SOLBRIDGE INTERNATIONAL SCHOOL OF BUSINESS 8 of 22
    18. 18. WEIRD NASTY TOO SOLBRIDGE INTERNATIONAL SCHOOL OF BUSINESS SWEET 8 of 22
    19. 19. QUALITATIVERESEARCH SOLBRIDGE INTERNATIONAL SCHOOL OF BUSINESS 9 of 22
    20. 20. OBJECTIVES Of The ResearchMARKETING RESEARCH ABOUT MR. PIZZA CAMPAIGN - TRUE ORIGINS OF PIZZA
    21. 21. MANAGEMENT MARKETIND E C I S I O N P R O B L E M D E C I S I O N G P R O B L E M How to Generate Awareness How to Increase Sale with US Audience SOLBRIDGE INTERNATIONAL SCHOOL OF BUSINESS 11 of 22
    22. 22. OBJECTIVES Of The ResearchMARKETING RESEARCH ABOUT MR. PIZZA CAMPAIGN - TRUE ORIGINS OF PIZZA
    23. 23. OBJECTIVES Of The Research Determin Perceptio Discover Brand1 2 3 4 e the ns about the awarenes needs of Korea consumer s of Mr. consumer profile Pizza s MARKETING RESEARCH ABOUT MR. PIZZA CAMPAIGN - TRUE ORIGINS OF PIZZA
    24. 24. RESEARCH QUESTIONS And HypothesisMARKETING RESEARCH ABOUT MR. PIZZA CAMPAIGN - TRUE ORIGINS OF PIZZA
    25. 25. RESEARCH QUESTIONSMARKETING RESEARCHAre Young People How to get Should Koreanfrom 8-35 years old are attention Cultureright target market of Mr. From their target market be included in ourPizza campaign SOLBRIDGE INTERNATIONAL SCHOOL OF BUSINESS 14 of 22
    26. 26. RESEARCH QUESTIONSMARKETING RESEARCHIs Humor Is Internet How should wea good factor for the Marketing delivercampaign suitable to target the marketing campaign right audience effectively SOLBRIDGE INTERNATIONAL SCHOOL OF BUSINESS 15 of 22
    27. 27. HYPOTHESIS SOLBRIDGE INTERNATIONAL SCHOOL OF BUSINESS 16 of 22
    28. 28. HYPOTHESISUsing internet marketing strategy by includingkorean culture factors, Mr. Pizza can effectivelycreate a great brand awareness to their targetmarket in U.S SOLBRIDGE INTERNATIONAL SCHOOL OF BUSINESS 16 of 22
    29. 29. Data Collections Qualitative ResearchMARKETING RESEARCH ABOUT MR. PIZZA CAMPAIGN - TRUE ORIGINS OF PIZZA
    30. 30. Idependent Pizza Hut DominoPaPa John Little Caesars Others SOLBRIDGE INTERNATIONAL SCHOOL OF BUSINESS 18 of 22
    31. 31. U.S PIZZA MARKETFRANCHISE DIRECT - SECONDARY DATA 9% 2% 3% 34% 45% 7% Idependent Pizza Hut Domino PaPa John Little Caesars OthersU.S Pizza Sales (2009) SOLBRIDGE INTERNATIONAL SCHOOL OF BUSINESS 18 of 22
    32. 32. U.S PIZZA MARKETFRANCHISE DIRECT - SECONDARY DATA 2% 3% 9% 34% 350 PIZZA SLICES/SECOND 99% 45% 7% EAT PIZZA/MONTH 36.1B Idependent Pizza Hut Domino PaPa John Little Caesars OthersU.S Pizza Sales (2009) SALES IN 2012 SOLBRIDGE INTERNATIONAL SCHOOL OF BUSINESS 18 of 22
    33. 33. 1.3 MILLION Los Angeles, CA - 91,595 New York, NY - 86, 473 Honolulu, HI - 15, 586 Glendale, CA - 12,504 Chicago, IL - 11,895SOLBRIDGE INTERNATIONAL SCHOOL OF BUSINESS 19 of 22
    34. 34. CUSTOMER PROFILEKOREAN POPULATION - SECONDARY DATA 1.3 MILLION Los Angeles, CA - 91,595 New York, NY - 86, 473 Honolulu, HI - 15, 586 Glendale, CA - 12,504 Chicago, IL - 11,895 SOLBRIDGE INTERNATIONAL SCHOOL OF BUSINESS 19 of 22
    35. 35. CUSTOMER PROFILEPEOPLE PERCEPTION ABOUT KOREA AND PIZZA, PRIMARY DATA FOCUS GROUP SOLBRIDGE INTERNATIONAL SCHOOL OF BUSINESS 20 of 22
    36. 36. CUSTOMER PROFILEPEOPLE PERCEPTION ABOUT KOREA AND PIZZA, PRIMARY DATA FOCUS GROUP SOLBRIDGE INTERNATIONAL SCHOOL OF BUSINESS 20 of 22
    37. 37. CONCLUSION Expected Results and Potential DifficultiesMARKETING RESEARCH ABOUT MR. PIZZA CAMPAIGN - TRUE ORIGINS OF PIZZA
    38. 38. SOLBRIDGE INTERNATIONAL SCHOOL OF BUSINESS 22 of 22
    39. 39. THANKS YOU SOLBRIDGE INTERNATIONAL SCHOOL OF BUSINESS 22 of 22

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