marketing presentation_final
DESCRIPTION
For the class onlyTRANSCRIPT
MARKETING PLAN
DECEMBER 2012
REAL. GOOD. PIZZA.
PIZZA SOLA
AGENDA BACKGROUND
PROBLEMS
MARKET ANALYSIS
MARKETING PLAN
ACTION PLAN
MARKET SITUATIONPRODUCT SITUATIONCOMPETITIVE SITUATIONMACROENVIRONMENT SITUATIONSWOT ANALYSISRESEARCH
BUDGETING
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
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
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%
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
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
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
MACROENVIRONMENT ANALYSISRECESSION
HEALTHY EATING INDEX
GROCERY STORE OFFERINGS
NEGATIVELY AFFECTED PIZZA SOLA
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
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
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
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
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%
MARKETING PLAN
SEGMENT
25-34 YEARS OLD
18-24 YEARS OLD
35+ YEARS OLD
TARGETING
18-24 YEARS OLD
WHY STUDENTS?
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
MARKETING MIX
PRODUCT PRICE PLACEPROMOTIO
NS
FULL-SERVICE BAR
ROTATING DRAFT BEERS, WIDE VARIETY OF BOTTLED BEERS
LARGE PORTIONS
FRESH, HIGH QUALITY INGREDIENTS
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
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
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
PROMOTION KEY INGREDIENT 1 “Buzz” = engaging + participative events
•BEER PONG NIGHT•PIZZA-BEER PAIRING NIGHT•COLLEGE FOOTBALL NIGHT•RUSH EVENTS
BEER PONG NIGHT
BEER PONG NIGHT
PIZZA AND BEER PAIRING NIGHT
SPORTS NIGHT
PIZZA SOLA MASCOT
PROMOTION KEY INGREDIENT 2 eye-catching promotional items
Business Card
PROMOTION KEY INGREDIENT 2 eye-catching promotional items
Gift Cards
PROMOTION KEY INGREDIENT 2 eye-catching promotional items
Pizza Sola paper clips
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
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
THANK YOU.
GAYEON GABBY BAEB.S. IN BIOLOGICAL SCIENCE AND B.A. IN BUSINESS ADMINISTRATIONCLASS OF 2013 [email protected]