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MEET THE TEAM

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The Team• Stephanie Grant - Strategic Planner

• Vincent Wong - Research Analyst

• Kristina Matkovic - Account Director

• Carmen Lau - Creative Director

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WHAT WE’RE COVERING

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Presentation Outline•1. Industry Overview

•2. Buyer/End-User Analysis

•3. Target Market and Positioning

•4. Brand Elements and Marketing Strategy

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1. INDUSTRY OVERVIEW

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Fast Food Industry•The sale of food and drinks for immediate consumption

•Made up of four segments: Quick Service Restaurants (QSR), Takeaways, Mobile & Street Vendors and Leisure Locations.

•QSR segment counts for 59.2% of the market's total value and is defined as locations where the primary function is to provide full meals but where table service is not offered

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Fast Food Industry•Average growth of 4.3% per annum

•In 2009, total revenue was $2.5 billion with a total of 1.1 billion transactions

•In a typical month 67% of the population use a fast food chain

•During the GFC, consumers were still eating out but found it necessary to trade down to fast food. This trend has carried into the current market climate

Consumer trends

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•Changing demographics: households are getting smaller, the “working family” is an increasingly dominant force

•More complex personal wants and desires: aspirations are more diverse, consciousness of the importance of “wellness” is higher, the need for time and individual control is greater

•Advancing technologies are increasing the “time critical” aspects of business and daily life.

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Consumer trends•Increasing demand for convenience

•People are eating out more frequently

•Greater diversity of eating occasions as eating “on the go” becomes more prevalent

•Greater need to understand the integrity of food production systems and food origin

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Consumer trends•Looking for freshly made nutritious food that makes them feel good about their eating choice

•Looking for higher standards when it comes to food quality, taste and service

•Expecting better value options

•Expecting digital touch points

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Competitors•Fast food market is highly competitive

•Competitors were chosen based on location and ‘made-to-order’ service offering

•Indirect competitors include the rest of the fast food market, cafes and restaurants, bars and pubs and the option to cook at home

•If Choice Gourmet Pizza Bar franchises, competitors will shift to Domino’s, Pizza Hut, Eagle Boys, Pizza Capers and Crust based on product offering

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Competitors: •Product: gourmet pizza, sides, salads, deserts, drinks

•Price: pricing ranges from $4 - $25, pricing strategy is to offer higher quality product at a higher cost to the consumers

•Distribution: delivery/pick-up, ordering in person, online or over the telephone

•Promotion: effective website, first pizza group in Australia to be given the Heart Foundation approval on a range of products, community involvement (e.g. Tour de Cure)

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Competitors: •Philosophy: to change the perception of pizza from a cheap and nasty (fast food) to an enjoyable healthier dining experience

•Positioning: healthy, quality, restaurant standard

•Strengths: very strong brand image, innovators in creating high quality fast food pizza, strong product offering

•Weaknesses: expensive, does not have an ‘on-the-go’ or value offerings

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Competitors: •Product: made-to-order ‘sub’ sandwich in either 6” or foot long, cookies, drink

•Price: pricing ranges from $4.75 - $10.85, offer value through meal deals

•Distribution: in store, catering

•Promotion: effective website, national television commercials, Biggest Loser television show alliance/promotions

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Competitors: •Philosophy: Subway are specialists in submarine sandwiches and salads. They are committed to offering high quality food and exceptional service

•Positioning: fresh, healthy, fun

•Strengths: Subway has a well established brand name and brand awareness, have highly loyal customers, relevant offering

•Weaknesses: n/a

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Competitors: •Product: salads (key product - design your own salad), wraps, sandwiches, soups, snacks, drinks

•Price: pricing ranges from $4 - $10, offer value through meal deals and through larger portions and a higher quality product at a relatively low price

•Distribution: in store, catering

•Promotion: effective website, loyalty card, fun light-hearted advertising

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Competitors: •Philosophy: to provide customers fast, healthy and great tasting food while giving the customers value by providing the product at an affordable price

•Positioning: fresh, healthy, value for money

•Strengths: Sumo Salad has built a strong, trusted and recognised brand in the food retail industry and has loyal customers following the brands progression

•Weaknesses: highly targeted at health conscious consumers which may deter other consumer groups

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Competitors: •Product: made to order noodles, asian food, sushi, drinks

•Price: pricing ranges from $5 - $16, offers reasonable value for reasonable quality

•Distribution: in store

•Promotion: website, modern in store decor/design

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Competitors: •Philosophy: committed to bring the highest standard and quality in designing, managing, cooking and developing of Asian fast food outlets and restaurants to the marketplace.

•Positioning: fresh, modern, fast

•Strengths: design concepts that appeal to a wide demographic, convenient product and locations

•Weaknesses: limited brand awareness, not a unique offering

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2. BUYER/END-USER ANALYSIS

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Survey in George Street•Think pizza is fast food

•For quick meal

•Prefer Takeaway

•Purchase pizza for party and some group activities (watching sport with friends)

•Pizza is not healthy

•Need more choice for pizza

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Why Buys the Product?•Living in Sydney CBD

•Working in Sydney CBD

•Visiting and travelling to Sydney CBD

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Decider/Influencer•Decider: Our target market

•Influencer: •Target customer’s colleagues•Target customer’s parents•Target customer’s families•Target customer’s friends

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Problem Solving•Perceives the need of immediate satisfaction of hunger through fast food

•Solving the social problem

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Low Involvement•The decision making is quick

•Opportunity cost is low

•Limited decision making

•Easy to influence by POS/advertisment

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3. TARGET MARKET & POSITIONING

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Analysis and Strategy•Choice Gourmet Pizza Bar has employed a combined target market approach to its marketing strategy

•The target market has been divided into different segments based on individual geographic, demographic, psychographic and behavioural factors

•This approach allows Choice Pizza Bar to focus on similarities between customers in each segment thus providing a strong structure for promotional strategies and selling objectives

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Geographic Segmentation•The target market will be influenced by geographic location - will involve focused targeting of individuals who reside, work and visit the Sydney’s CBD

•An estimated 483,000 people travel to the CBD on any day to shop, conduct business and to be entertained

•In addition to the 385,000 daily workforce in the city

•Research shows that the consumption of takeaway meals is particularly high among the working population

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Demographic Segmentation•Characteristics such as age, income and education influence and affect the decisions of consumer purchases

•Generation Y are extremely into health and wellness, customisation and exploring new flavours regarding food choices

•Being young, having a higher income and greater fondness for technology and being male are all variables associated with more frequent fast food consumption

•Half of all residents in the CBD are aged 18 to 34

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Demographic Segmentation•52% of the city’s workforce is male and 48% is female

•Almost 60% of the city workforce falls into the top three high-skill occupation categories (managers, professionals and administrators) and 28% are clerical, sales and service workers

•The median average income of the City workforce is $1153 per week, an annual income of $60,000

•40% of the city’s workforce holds a bachelor degree or higher educational qualification

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Psychographic Segmentation•Health Conscious Customers: there has been both a rise in the prevalence of obesity and a shift in eating patterns with more consumers realising the value of healthy eating. Consumers have shown an overwhelming desire for higher quality pizza made from real, fresh quality toppings and ingredients, quick and friendly service, convenience and value for money.

•Partygoers: Primary research suggests individuals enjoy pizza after a night out and on special occasions. The CBD is popular for it’s nightlife, therefore we can assume that individuals would also desire these options.

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Behavioural Segmentation •Generation Y prefers to communicate through email and text messaging rather than face-to-face contact and prefers online technology to traditional mediums

•They are a generation of choice, they strive for a better work/life balance and make decisions influenced by their peers

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Customer Profile 1•Name: Jack

•Age: 25•Gender: Male•Education: Graduated from The University of Wollongong with a degree in Business Management•Occupation: Manager in the Finance Industry•Income: $1,300 per week

•Location: Lives with 3 male friends in Surry Hills•Ethnicity: Australian•Media Consumption: Online social networking (Facebook and Twitter) and electronic gadgets (iPad, TV)•Interests: Enjoys socialising with friends, clubbing, gigs and music festivals, playing football •Eating Habits/Food Consumption: Easy and convenient meals, always on the go, enjoys takeaway with his mates

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Customer Profile 2•Name: Mel

•Age: 20•Gender: Female•Education: Studies full time at The University of Sydney, studying Journalism•Occupation: Part – time Sales Assistant - Fashion Retail•Income: $410 per week

•Location: Lives in CBD with family, suburb of Wynyard•Ethnicity: Greek•Media Consumption: Digital magazines & newspapers, Online social networking – blogs, tumblr, Facebook, Google+•Interests: Exercising, socialising with friends and shopping•Eating Habits/Food Consumption: Health conscience, good quality and tasty food, fast food occasionally

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Positioning•Choice Pizza Bar Mental Map/Core Brand Associations

Choice Gourmet Pizza Bar

Fully Customisable

Healthy Options

Convenient

Fresh

Social

Quick Service

Sophisticated

Technology

Value

Fun

Modern

Friendly Staff

Quality

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Positioning•Choice Pizza Bar Service Based Positioning Map

High QualityLow Quality

High Value

Low Value

Crust

Choice

SubwayHokka Hokka

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Positioning•Points of Parity Associations: competitive pricing, low-involvement purchase behaviours and healthy, high quality and fresh options

•Points of Difference Associations: Functional: Convenience, Online ordering process - Phone application and SMS service. Loyalty card – a record of each pizza transaction and topping selection. Store layout will feature Televisions, iPads and Wi-Fi for customer usage and modern décor. Performance – Quick, image and service quality. Customisable - no other pizza place in the made to order business model with mini pizza’s

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Brand Mantra•Convenient Pizza, Quality Choice.

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3. BRAND ELEMENTS ANDMARKETING STRATEGY

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The Name•Encapsulates the central theme

•Is simple, easy to pronounce, is easy to spell and is distinctive

•Word of mouth exposure

•Already stored within the minds of our consumers

•Easily transferable to other cultures and languages

•Name reinforces our brands important attribute of choice

•Point of difference

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URL •www.choice-pizzabar.com

•URL is straightforward and is a literal translation of our brand•Adds to the brands recall-ability•Holds brand protectability•Stops unauthorised use

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Logo•Branding, memorability, aesthetics, useablilty and timelessness

•‘Choice’ logo demonstrates these elements through its simplistic underlying design

•The use of red draws attention of viewers and is a memorable colour. It stimulates the eye of the viewer and the appetite of the viewer

•Black is a stylish and timeless colour

•Black and red heightens the positive image and aesthetics of the business

•Versatile graphics

•Uses san serif typeface myriad Pro

C=0 M=100 Y=100 K=0 R=237 G=28 B=36

C=0 M=0 Y=0 K=50 R=147 G=149 B=152

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Survey Results•‘Feels like its simple/uncluttered.. font is nice - at least its easy to read (unlike some stupid designs, urgh)!’

•‘Sophisticated, simple yet unique’

•‘Pretty cool, original and definitely a future business name’

•‘This logo looks like fast pizza, red being the colour used for fast food’

•‘The kiwi’s will love it... choice bro!’

•‘Easy to remember and identify’

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Slogan

•Communicates the message of variety, the range and fresh options available

•Allows consumers to grasp the meaning of our brand

•Point of difference

•Builds off our brand name

•Equity and awareness

it’s your choice

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Packaging•Conventional square pizza box

•Strongest associations consumers have with a brand is with the packaging

•Packaging is simple

•Contains our logo on the front and the slogan on the sides

•Simple in colour yet still eye catching

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Product Determination•‘The Subway of Pizza’

•1. Functional Benefits: Array, choice and quality of the food available

•2. Process Benefits: The definite ease of access to product menus and service information and the convenience and ease of choice and transactions

•3. Relationship Benefits: Our service will have a high interaction between the employee and the consumer, creating that personalised service. The service will also have discount vouchers and loyalty cards to create the loyalty with the customer and keep them coming back

•Opening hours: 10am - 10pm Monday to Wednesday, 10am – 1am Thursday, Friday, Saturday

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Pricing•‘Choice’ Gourmet Pizza Bar will be using competitive value pricing to determine its product prices

•We determined our prices to be set at $7.00 for a personal sized pizza

•As well as $2 pizzas for the weekly opening of the store

Product Competitors Price Chart

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Channel Distribution Strategy•Peruse indirect channels after a year or so when extra branching is needed

•Internet, catalogue and in-store retail

•Opportunity to showcase the brand and all its different product varieties

•Not easily done through normal retail channels

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THANK YOU