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Marketing presentation_FINAL
The document provides a marketing plan for Pizza Sola pizzeria. It finds that the pizzeria has low brand awareness and is perceived as expensive. Market research shows opportunities to attract more students and young professionals. The plan proposes promotional events centered around beer, food pairings and sports to build buzz. A budget of $3,610 is allocated across ongoing events, sports sponsorships, signs and flyers.
Marketing presentation_FINAL
- 1. REAL. GOOD. PIZZA. PIZZASOLA MARKETING PLAN DECEMBER 2012
- 2. AGENDA BACKGROUND PROBLEMS MARKET ANALYSIS MARKET SITUATION PRODUCT SITUATION COMPETITIVE SITUATION MACROENVIRONMENT SITUATION SWOT ANALYSIS RESEARCH MARKETING PLAN ACTION PLAN BUDGETING
- 3. Location Oakland, Eastside, Southside,Cranberry Hours of Operation Mon-Wed: 11am – 12pm Thurs-Sat: 11am – 3am Sunday: 12pm – 12am New York style Pizza High Quality & Fresh Ingredients Wide selection of sides and beer Large dining area
- 4. LOW BRAND PERCEIVED AS LIMITED AWARENESS EXPENSIVE CUSTOMER BASE 43% students Only 10% *25-34age group heard of Oakland claimed price is *8% respondants Pizza Sola reasonable visited Pizza Sola
- 5. Pizza Restaurant Industryhas felt the heat over many years 42000 41000 40000 Revenue ($m) 39000 38000 37000 CAGR 12% 36000 35000 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 years
- 6. Pizza Restaurant Industryhas 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
- 7. Product Price Market Price Pizza (14”) $13 $10.03 Wings (12 wings) $10.41 $8.77 Calzone $7.00 $6.57 Salad $6.84 $3.63
- 8. MAJOR CHAIN COMPETITION VOCELLIPIZZA, 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
- 9. RECESSION HEALTHY EATING INDEX NEGATIVELY AFFECTED PIZZA SOLA GROCERY STORE OFFERINGS
- 10. STRENGTH WEAKNESSES Quality of food No delivery Unique NY style pizza High-priced menu Vegetarian/vegan options Low recognition Portion sizes Casual Dining area OPPORTUNITY THREAT Building a brand identity Rise of fast casual restaurants like Sponsoring school events Chipotle Promotion of vegetarian and Recession vegan menu Rebranding of major chain pizza companies
- 11. 1. SURVEY OFPIZZA SOLA CUSTOMERS 2. SURVEY OF PEOPLE IN OAKLAND NEAR PIZZA SOLA 3. SURVEY OF CMU STUDENTS 4. DIRECT CONVERSATIONS WITH PIZZA SOLA EMPLOYEES
- 12. <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% PORTION SIZE RATING POINTS EXCELLENT (1) : 26% VERY GOOD (2) : 47% 1.7 GOOD (3) : 6% DINING AREA EXCELLENT (1) : 11% RATING POINTS VERY GOOD (2) : 29% 2.4 FAIR (4) : 7% GOOD (3) : 24%
- 13. > 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%
- 14. HAVE YOU HEARDOF PIZZA SOLA? YES 60% NO 40% WHY DO YOU CHOOSE TO NOT PURCHASE PIZZA FROM PIZZA SOLA? DELIVERY TOP 3 HABITUAL BUYING BEHAVIOR REASONS DO NOT KNOW ABOUT PIZZA SOLA
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- 16. 35+ YEARS OLD 18-24 YEARS OLD 25-34 YEARS OLD
- 17. WHY STUDENTS? 18-24 YEARS OLD
- 18. “ PIZZA SOLA EXPERIENCE For young adults in the Pittsburgh area looking to eat and drink with their friends, Pizza Sola is the best gourmet pizzeria that provides locally grown, quality ingredients ” and an exciting dining experience because of its full-service bar and large portions
- 19. PRODUCT PRICE PLACE PROMOTIONS FULL-SERVICE BAR ROTATING DRAFT BEERS, WIDE VARIETY OF BOTTLED BEERS LARGE PORTIONS FRESH, HIGH QUALITY INGREDIENTS
- 20. PRODUCT PRICE PLACE PROMOTIONS PERCEPTION IS THAT PIZZA SOLA IS EXPENSIVE, BUT THEY REALLY HAVE COMPETITIVE PRICES SLIGHTLY HIGHER PRICES THAN COMPETITORS, BUT IT IS DUE TO THE FACT THAT THEY ARE USING BETTER INGREDIENTS WANT TO BE RECOGNIZED AS A HIGH QUALITY PIZZERIA & ALSO JUSTIFIED BY ITS LARGE PORTION SIZES
- 21. PRODUCT PRICE PLACE PROMOTIONS LOCATED IN THE MIDDLE OF OAKLAND MANY COLLEGES AND UNIVERSITIES IN THE AREA LOCATION IS AN ADVANTAGE FOR PIZZA SOLA
- 22. PRODUCT PRICE PLACE PROMOTIONS Problem: Internal advertisement – only to Pizza Sola customers Need tactics to advertise events to a wider audience to bring new people *Buzz Marketing to increase brand awareness Promotion items Events for students Pitt Sports events
- 23. PROMOTION KEY INGREDIENT1 “Buzz” = engaging + participative events •BEER PONG NIGHT •PIZZA-BEER PAIRING NIGHT •COLLEGE FOOTBALL NIGHT •RUSH EVENTS
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- 29. PROMOTION KEY INGREDIENT2 eye-catching promotional items Business Card
- 30. PROMOTION KEY INGREDIENT2 eye-catching promotional items Gift Cards
- 31. PROMOTION KEY INGREDIENT2 eye-catching promotional items Pizza Sola paper clips
- 32. Q1:2013 Q2:2013 Q3:2013Q4:2013 Q1:2014 Q2:2014 Q3:2014 CUSTOMER RESEARCH SPORTS NIGHT BEER PONG NIGHT PIZZA-BEER PAIRNING FREE SAMPLE OFFERS ONCAMPUS PROMOTION FACEBOOK EVENTS
- 33. Total budget: $3,610 Signs, $800.00 On-going Events, $1,200.00 Sports Event, $1,200.00 Promotional Paper Clips, $50.00 Flyers, $300.00 Business Cards, $60.00
- 34. THANK YOU. GAYEON GABBYBAE B.S. IN BIOLOGICAL SCIENCE AND B.A. IN BUSINESS ADMINISTRATION CLASS OF 2013 GBAE@ANDREW.CMU.EDU 2012643603
Editor's Notes
- #6 Before starting pizza sola analysis, I wanted to give you guys a brief summary of the entire pizza industry situation.So the graph shows revenues for the entire pizza industry. Operaters have been substanitally affected by changes in consumer spending, intense external competition and an increase in health consciousness. Despire these challenges, the industry’s revenue increased since 2006. But this does not mean all the pizza restuarants have been doing well.
- #7 So there are well-established and well-known pizza brands in the industry but there is also a large number of small, independent and locally-focused pizza restaruats, like pizza sola. From 2006, the major chains – like papa john’s pizza hut and domino’s- increased in sales by 20% because they offer their products at economic price. Also there has been an increase in number of single-location stores.So reflecting this trend,the revenue per individual stores has actually decreased. That’s what actually happened to Pizza Sola as well.
- #8 Pizza Sola offersThis tasty pizza is made from imported italian tomatoes and local fresh ingredients, and that is why the price of its product is a bit above the market price.
- #9 Pizza Sola’s market share is very low because competition in this industry is high. Their direct competiton includes vocelli, domino’s, papa john’s, max flavor, mineo’s and so many other pizzerias.Also Pizza Sola has experienced competition from alternative retailers of pizza. Recently, fast-casual restaurants like chipotle and five guys has been rising.
- #10 A recession led to declining consumption and demand for low-priced products. That’s probably why major chains sales have actually incrased but the sales of single independent stores like Pizza Solah has decreased. And also healthy eating index has progressively decreased. Consumers are also becoming increasing aware of issues related to weight and obesity. This factor affected the pizza industry.Along with adapting to health consciousness, industry operators are facing more competition from places like grocery stores more food retailers are offering partially baked (par-baked) pizzas in the refrigerated section and touting them as having high-quality, restaurant-style flavor and ingredients. These products have been particularly popular among price-conscious consumers who still want quality pizza but at a lower price.Losing a compeition with grocery stores
- #17 Three segments should be targeted25-3418-2435+
- #18 Three segments should be targeted25-3418-2435+
- #19 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