marketing presentation_final
DESCRIPTION
For the class onlyTRANSCRIPT
![Page 1: Marketing presentation_FINAL](https://reader033.vdocument.in/reader033/viewer/2022061218/54b805614a795971058b45de/html5/thumbnails/1.jpg)
MARKETING PLAN
DECEMBER 2012
REAL. GOOD. PIZZA.
PIZZA SOLA
![Page 2: Marketing presentation_FINAL](https://reader033.vdocument.in/reader033/viewer/2022061218/54b805614a795971058b45de/html5/thumbnails/2.jpg)
AGENDA BACKGROUND
PROBLEMS
MARKET ANALYSIS
MARKETING PLAN
ACTION PLAN
MARKET SITUATIONPRODUCT SITUATIONCOMPETITIVE SITUATIONMACROENVIRONMENT SITUATIONSWOT ANALYSISRESEARCH
BUDGETING
![Page 3: Marketing presentation_FINAL](https://reader033.vdocument.in/reader033/viewer/2022061218/54b805614a795971058b45de/html5/thumbnails/3.jpg)
BACKGROUND
LocationOakland, Eastside, Southside, Cranberry
Hours of OperationMon-Wed: 11am – 12pmThurs-Sat: 11am – 3am Sunday: 12pm – 12am
New York style PizzaHigh Quality & Fresh Ingredients Wide selection of sides and beerLarge dining area
![Page 4: Marketing presentation_FINAL](https://reader033.vdocument.in/reader033/viewer/2022061218/54b805614a795971058b45de/html5/thumbnails/4.jpg)
PROBLEMS
LOW BRAND AWARENESS
PERCEIVED AS
EXPENSIVE
LIMITED CUSTOMER BASE
43% students heard of Oakland Pizza Sola
*25-34 age group*8% respondants visited Pizza Sola
Only 10% claimed price is reasonable
![Page 5: Marketing presentation_FINAL](https://reader033.vdocument.in/reader033/viewer/2022061218/54b805614a795971058b45de/html5/thumbnails/5.jpg)
MARKET SITUATIONPizza Restaurant Industry has felt the heat over many years
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 201232000
33000
34000
35000
36000
37000
38000
39000
40000
41000
42000
years
Reve
nue
($m
)
CAGR 12%
![Page 6: Marketing presentation_FINAL](https://reader033.vdocument.in/reader033/viewer/2022061218/54b805614a795971058b45de/html5/thumbnails/6.jpg)
MARKET SITUATIONPizza Restaurant Industry has felt the heat over many years
Major players
Papa John’s6.3%
Pizza Hut 11.6%
Domino’s 9.8%
• Together, 20% increase in sales from 2006 to 2012
• Increasing number of single-location stores
![Page 7: Marketing presentation_FINAL](https://reader033.vdocument.in/reader033/viewer/2022061218/54b805614a795971058b45de/html5/thumbnails/7.jpg)
PRODUCT/SERVICE SITUATION
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
![Page 8: Marketing presentation_FINAL](https://reader033.vdocument.in/reader033/viewer/2022061218/54b805614a795971058b45de/html5/thumbnails/8.jpg)
COMPETITIVE SITUATION
MAJOR CHAIN COMPETITION
MAJOR SINGLE STORE COMPETITION
INDIRECT COMPETITION
VOCELLI PIZZA, DOMINO’S, PAPA JOHN’S
MAXIMUM FLAVOR, PIZZA BELLINO, MINEO’S PIZZA, PAPA DA VINCI, MIA’S PIZZA, PIZZA ROMANO
CHIPOTLE, MCDONALD’S, FIVE GUYS
![Page 9: Marketing presentation_FINAL](https://reader033.vdocument.in/reader033/viewer/2022061218/54b805614a795971058b45de/html5/thumbnails/9.jpg)
MACROENVIRONMENT ANALYSISRECESSION
HEALTHY EATING INDEX
GROCERY STORE OFFERINGS
NEGATIVELY AFFECTED PIZZA SOLA
![Page 10: Marketing presentation_FINAL](https://reader033.vdocument.in/reader033/viewer/2022061218/54b805614a795971058b45de/html5/thumbnails/10.jpg)
SWOT ANALYSIS
STRENGTHQuality of foodUnique NY style pizzaVegetarian/vegan optionsPortion sizesCasual Dining area
WEAKNESSESNo deliveryHigh-priced menuLow recognition
OPPORTUNITYBuilding a brand identitySponsoring school eventsPromotion of vegetarian and vegan menu
THREATRise of fast casual restaurants like ChipotleRecessionRebranding of major chain pizza companies
![Page 11: Marketing presentation_FINAL](https://reader033.vdocument.in/reader033/viewer/2022061218/54b805614a795971058b45de/html5/thumbnails/11.jpg)
PRIMARY RESEARCH METHODS
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
![Page 12: Marketing presentation_FINAL](https://reader033.vdocument.in/reader033/viewer/2022061218/54b805614a795971058b45de/html5/thumbnails/12.jpg)
PIZZA SOLA CUSTOMER SURVEY
26.7
1.6
1.7
2.4
YEARS
TIMES PER MONTH
PORTION SIZE RATING
POINTS
DINING AREA RATING POINTS
31% 20% 15%
EXCELLENT (1) : 26%VERY GOOD (2) : 47%
GOOD (3) : 6%
EXCELLENT (1) : 11%VERY GOOD (2) : 29%
GOOD (3) : 24%FAIR (4) : 7%
48% 16% 7% 1%
31%3%
18-22 23-27 28-32 33+<18
0-1 TIMES 2-3 TIMES 4-5 TIMES 6-7 TIMES
![Page 13: Marketing presentation_FINAL](https://reader033.vdocument.in/reader033/viewer/2022061218/54b805614a795971058b45de/html5/thumbnails/13.jpg)
OAKLAND RESIDENTS SURVEY
Yes 43%
No 57%
> >WHERE DO YOU BUY PIZZA FROM?
HAVE YOU HEARD OF PIZZA SOLA?
3%
27%
13%
20%
7%
7%
10%
13%
Pizza SolaVocelli'sMax FlavorDomino'sPizza BellinoPapa Da VinciPizza RomanoOther
![Page 14: Marketing presentation_FINAL](https://reader033.vdocument.in/reader033/viewer/2022061218/54b805614a795971058b45de/html5/thumbnails/14.jpg)
CMU STUDENTS SURVEY
YES NO
HAVE YOU HEARD OF PIZZA SOLA?
WHY DO YOU CHOOSE TO NOT PURCHASE PIZZA FROM PIZZA SOLA?
DELIVERYHABITUAL BUYING BEHAVIORDO NOT KNOW ABOUT PIZZA SOLA
TOP 3REASONS
60% 40%
![Page 15: Marketing presentation_FINAL](https://reader033.vdocument.in/reader033/viewer/2022061218/54b805614a795971058b45de/html5/thumbnails/15.jpg)
MARKETING PLAN
![Page 16: Marketing presentation_FINAL](https://reader033.vdocument.in/reader033/viewer/2022061218/54b805614a795971058b45de/html5/thumbnails/16.jpg)
SEGMENT
25-34 YEARS OLD
18-24 YEARS OLD
35+ YEARS OLD
![Page 17: Marketing presentation_FINAL](https://reader033.vdocument.in/reader033/viewer/2022061218/54b805614a795971058b45de/html5/thumbnails/17.jpg)
TARGETING
18-24 YEARS OLD
WHY STUDENTS?
![Page 18: Marketing presentation_FINAL](https://reader033.vdocument.in/reader033/viewer/2022061218/54b805614a795971058b45de/html5/thumbnails/18.jpg)
POSITIONING
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
“ ”PIZZA SOLA EXPERIENCE
![Page 19: Marketing presentation_FINAL](https://reader033.vdocument.in/reader033/viewer/2022061218/54b805614a795971058b45de/html5/thumbnails/19.jpg)
MARKETING MIX
PRODUCT PRICE PLACEPROMOTIO
NS
FULL-SERVICE BAR
ROTATING DRAFT BEERS, WIDE VARIETY OF BOTTLED BEERS
LARGE PORTIONS
FRESH, HIGH QUALITY INGREDIENTS
![Page 20: Marketing presentation_FINAL](https://reader033.vdocument.in/reader033/viewer/2022061218/54b805614a795971058b45de/html5/thumbnails/20.jpg)
MARKETING MIX
PRODUCT PRICE PLACEPROMOTIO
NS
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
![Page 21: Marketing presentation_FINAL](https://reader033.vdocument.in/reader033/viewer/2022061218/54b805614a795971058b45de/html5/thumbnails/21.jpg)
MARKETING MIX
PRODUCT PRICE PLACEPROMOTIO
NS
LOCATED IN THE MIDDLE OF OAKLAND
MANY COLLEGES AND UNIVERSITIES IN THE AREALOCATION IS AN ADVANTAGE FOR PIZZA SOLA
![Page 22: Marketing presentation_FINAL](https://reader033.vdocument.in/reader033/viewer/2022061218/54b805614a795971058b45de/html5/thumbnails/22.jpg)
MARKETING MIX
PRODUCT PRICE PLACEPROMOTIO
NS
Problem: Internal advertisement – only to Pizza Sola customersNeed tactics to advertise events to a wider audience to bring new people
*Buzz Marketing to increase brand awarenessPromotion items Events for studentsPitt Sports events
![Page 23: Marketing presentation_FINAL](https://reader033.vdocument.in/reader033/viewer/2022061218/54b805614a795971058b45de/html5/thumbnails/23.jpg)
PROMOTION KEY INGREDIENT 1 “Buzz” = engaging + participative events
•BEER PONG NIGHT•PIZZA-BEER PAIRING NIGHT•COLLEGE FOOTBALL NIGHT•RUSH EVENTS
![Page 24: Marketing presentation_FINAL](https://reader033.vdocument.in/reader033/viewer/2022061218/54b805614a795971058b45de/html5/thumbnails/24.jpg)
BEER PONG NIGHT
![Page 25: Marketing presentation_FINAL](https://reader033.vdocument.in/reader033/viewer/2022061218/54b805614a795971058b45de/html5/thumbnails/25.jpg)
BEER PONG NIGHT
![Page 26: Marketing presentation_FINAL](https://reader033.vdocument.in/reader033/viewer/2022061218/54b805614a795971058b45de/html5/thumbnails/26.jpg)
PIZZA AND BEER PAIRING NIGHT
![Page 27: Marketing presentation_FINAL](https://reader033.vdocument.in/reader033/viewer/2022061218/54b805614a795971058b45de/html5/thumbnails/27.jpg)
SPORTS NIGHT
![Page 28: Marketing presentation_FINAL](https://reader033.vdocument.in/reader033/viewer/2022061218/54b805614a795971058b45de/html5/thumbnails/28.jpg)
PIZZA SOLA MASCOT
![Page 29: Marketing presentation_FINAL](https://reader033.vdocument.in/reader033/viewer/2022061218/54b805614a795971058b45de/html5/thumbnails/29.jpg)
PROMOTION KEY INGREDIENT 2 eye-catching promotional items
Business Card
![Page 30: Marketing presentation_FINAL](https://reader033.vdocument.in/reader033/viewer/2022061218/54b805614a795971058b45de/html5/thumbnails/30.jpg)
PROMOTION KEY INGREDIENT 2 eye-catching promotional items
Gift Cards
![Page 31: Marketing presentation_FINAL](https://reader033.vdocument.in/reader033/viewer/2022061218/54b805614a795971058b45de/html5/thumbnails/31.jpg)
PROMOTION KEY INGREDIENT 2 eye-catching promotional items
Pizza Sola paper clips
![Page 32: Marketing presentation_FINAL](https://reader033.vdocument.in/reader033/viewer/2022061218/54b805614a795971058b45de/html5/thumbnails/32.jpg)
TIMELINE
Q1:2013 Q2:2013 Q3:2013 Q4:2013 Q1:2014 Q2:2014 Q3:2014
CUSTOMER RESEARCH
SPORTS NIGHT
BEER PONG NIGHT
PIZZA-BEER PAIRNING
FREE SAMPLE OFFERS
ONCAMPUS PROMOTION
FACEBOOK EVENTS
![Page 33: Marketing presentation_FINAL](https://reader033.vdocument.in/reader033/viewer/2022061218/54b805614a795971058b45de/html5/thumbnails/33.jpg)
BUDGETING
Signs; $800.00
Sports Event; $1,200.00
Flyers; $300.00
Business Cards; $60.00
Promotional Paper Clips; $50.00
On-going Events; $1,200.00
Total budget: $3,610
![Page 34: Marketing presentation_FINAL](https://reader033.vdocument.in/reader033/viewer/2022061218/54b805614a795971058b45de/html5/thumbnails/34.jpg)
THANK YOU.
GAYEON GABBY BAEB.S. IN BIOLOGICAL SCIENCE AND B.A. IN BUSINESS ADMINISTRATIONCLASS OF 2013 [email protected]