pizza express pitch
DESCRIPTION
The presentation used in a university project to present a pitch from a given brief for Pizza Express.TRANSCRIPT
Pizza Express has been around since the 1960s and it is a much loved and well established brand in the UK.However, we need to get young families to consistently choose Pizza Express over cheaper competitors such as Nando’s and McDonald’s and higher end options such as Pizza East and Byron.This is a repositioning campaign which needs to address and communicate family fun, targeting young mums and dads.All tactics are welcomed; if we (the agency) believe our client (Pizza Express) needs to change some aspect of their business, or offer something fresh to its consumers, we are free to make such recommendations. In terms of our marketing campaign, we should consider all media channels – print, broadcast, physical, digital (as well as any other techniques that might suit our cause) – and ensure that our work reaches and resonates with its intended audience.
BriefTarget Audience: Young families
Objective:Reposition as family-fun restaurant
Budget:£500,000
Pizza Express• Founded in London, 1965.• Over 400 restaurants across the UK.• Many restaurants across the world, including, Hong Kong, China and India.
• 2011 came a rebrand for Pizza Express, with which came a lot of stripes.
• Pizza Express application, Facebook/Twitter page.
CompetitorsPizza hut• Younger customers• Lots of families • Ice Cream Factory• TMNT Competition• Well known for children’s parties
Prezzo• Young adults & professionals
• Not many families• Similar menu & price range
• Not a lot of choice for children
“The 7 year old in me is screaming PIZZA HUT! The 35 year old in me would much prefer pizza express”- Zingleburt
CompetitorsNando’s• Popular with families
• Sharing platters available
• Inexpensive children’s menu
• Unlimited frozen yoghurt
Byron• Young, trendy customers
• Few children• Small children’s menu
“I love Nandos with the kids, since it is cheap and simple”- Chopster
Piccolo Pizza Express• Pizza making parties• School visits (Children’s food trust)
• Children’s menu• #gettingkidscooking competition• Bambinoccino- Cappuccino for kids
“The pizza is better in Pizza Express, the children used to love the babmbinoccino” - BigBoobiedBertha
Pizza Express:• Smart, Stylish, Sophisticated• Quality food, reasonable prices• Ideal locations• Grown-up Italian Restaurant
How do we reposition Pizza Express?
The Problem
Print: Internet
Social MediaFacebook:162,412 likes
Majority aged 25-34472 people talking about Pizza Express
Twitter:38,820 Followers
52% active users1-3 Tweets a day
• Regular updates– Seasonal menu– New restaurant
• Interactions with customers
Piccolo ClubFacebook and Twitter Accounts• Piccolo Menu• Nutritional information• School Visits• Birthday Parties• Children’s Food Trust • Exclusive Offers
• Recipes for the family to try at home
• Print out activities for children
Pizza Express Locations• The majority of
Pizza Express restaurants are in London
• Majority of campaign online
• Print advertising in London
Media
Online:Display Advertising CPM:
• Mumsnet• Facebook• Daily mail online
Print:• Westfield• Oxford Street• Tube stations
– stairs, corridor, lift and escalator panels
• Time Out London Magazine
Budget Breakdown
• Online Advertising: £250,000
• Facebook: £50,000
• Print Advertising: £125,000
• Production: £75,000
Thank you for listening!