REPORT ON ADVERTISING

PLAN OF

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TABLE OF CONTENTS

INTRODUCTION

SITUATION ANALYSIS

KEY PLANNING DECISIONS

IMPLEMENTATION

MARKETING STRATEGY

BUDGET

PURCHASE CRITERIA

MARKETING MIX

ADVERTISING PLAN

SPONSORS

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INTRODUCTION
We founded the pizza point, in the year 2005, at Clifton Karachi. We started
with one small branch and after the good response from customer we
continued our association with pizza business. As our business started
growing we established several more branches in Karachi. As we became the
market leader in Karachi, then we went other cities, Lahore and Islamabad,
both is also the major cities, and opened our branches in those cities. And
very rapidly we captured the whole pizza market in all over the country.

SITUATION ANALYSIS
The turn of the century is seeing an explosion of media choices for
consumers, from increased networks and capable channels to the Internet.
On the positive side, PIZZA POINT’s can narrowly target its consumers using
various channels and programs. The PIZZA POINT’s pizza strategy occasion
based marketing opportunities and the challenges realized through media
ownership consolidation.

Current Position of PIZZA POINT’s

pizza
As of April 6, 2009 there was 450 PIZZA POINT’s operating in all over the
country. PIZZA POINT’s became one of the first major pizza chains to include
a dipping sauce with every original crust or square pan pizza. We also include
a pepperoni pepper because pepperoncinis are a traditional Italian garnish.

In January 2007, PIZZA POINT’s became the first national pizza chain to
make online ordering available to all of its customers. Most other national
chains have also added online ordering to their services, but none advertise
the easy service as much as PIZZA POINT's. It is a trademark that PIZZA
POINT’s uses in its commercials, and even on its boxes.

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WE BELIEVE ON:

Customer Focus: We listen and respond to the voice of the customer.

Belief in People: We believe in people, trusts in positive intentions,

encourage ideas from everyone and actively develop a workforce that is
diverse in style and background.

Recognition: We find reasons to celebrate the achievements of others and

have fun doing it.

Positive Energy: We execute with positive energy and intensity...we hate

bureaucracy and all the nonsense that comes with it.

Teamwork: We Practice team together, team apart.

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KEY PLANNING DECISIONS
Advertising Objective

• Maintain top of the mind awareness

• Build broad research for the new products
• Ensuring that male targets are researched
• Provide option windows to address local needs.

Target Audience

Our target account for the fiscal year is 2.89 m people. From these target
account we have anticipated that Karachi people are the Pizza lover, there we
will be able to grab 1 million customers. In Lahore, the second largest city of
Pakistan and there the winter season is of 3 to 4 months so there we will grab
0.78 million customers.

Distributions

The channel of distribution of the product will be direct through our outlets.
Because our network of distribution is through our outlets and we cover the
entire market through our numerous outlets.

NEW PRODUCT’S INTRO

Since PIZZA POINT’S BUTTER LOVER PIZZA, which features a square,
thick buttery-tasting crust made with olive oil, and a zesty robusto pizza sauce
with chunks of tomato and flavored with garlic, Italian herbs and spices? Both
the thin and pan crusts are par baked products produced by third-party
vendors. Each traditional crust and pan pizza offers a container of our special
garlic sauce and a pepperoncini pepper. Each thin crust pizza is served with a
packet of Special seasonings and a pepper oncini pepper. Since this a new
product therefore at the moment Butter lover pizza does not have any
customers and we don’t have current sales.

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Organization:
• ADMINISTRATIVE
• SALES / ACCOUNT SERVICE
• MARKETING SUPPORT SERVICES.
• TRANSPORT AND LOGISTICS

IMPLEMENTATION

THE BASIC STRATEGY OF PIZZA POINT’S PIZZA

Our goal is to build the strongest brand loyalty of all pizzerias internationally.
The key elements of our strategy include: Menu. Domestic PIZZA POINT’s
restaurants offer a menu of high-quality pizza along with side items, including
breadsticks, cheese sticks, chicken strips and wings, dessert pizza and
canned or bottled soft drinks. PIZZA POINT’s traditional crust pizza is
prepared using fresh dough (never frozen). PIZZA POINT’s pizzas are made
from a proprietary blend of wheat flour, cheese made from 100% real
mozzarella, freshpackedpizza sauce made from vine-ripened tomatoes (not
from concentrate) and a proprietary mix of savory spices, and a choice of
high-quality meat (100% beef, pork and chicken with no fillers) and vegetable
toppings. Domestically, all ingredients and toppings can be purchased from
our Quality Control Center (“QC Center”) system, which delivers to individual
restaurants twice weekly.

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MARKETING STRATEGY
All domestic Company-owned and franchised PIZZA POINT’s restaurants
within a given market are required o join area advertising cooperative (“Co-
op”). Each member restaurant contributes a percentage of ales to the Co-op
for market-wide programs, such as radio, television and print advertising. The
rate of contribution and uses of the monies collected are determined by a
majority vote of the Co-op’s members6 the rate cannot be below 2.0% without
approval from PIZZA POINT’s). The restaurant-level and Co-op marketing
efforts are supported by print and electronic advertising materials that are
produced by the PIZZA POINT’s Marketing Fund, Inc., a nonprofit corporation
(the “Marketing Fund”). The Marketing Fund produces and buys air time for
PIZZA POINT’s national television commercials, in addition to other brand
building

Activities, such as consumer research and public relations activities. All

domestic Company owned and franchised PIZZA POINT’s restaurants are
required to contribute a certain percentage of sales to The Marketing Fund.
The contribution rate to the Marketing Fund can be increased above the
required contribution rate if a majority of the domestic restaurants agree to
such increase. The contribution percentage was 2.6% during 2006, 2.25%
during 2005, 3.25% for the period June through December2004 and 2.0%
from January through May 2004. Effective at the beginning of fiscal 2007, the
contribution percentage to the Marketing Fund increased to 2.7% and is
expected to remain at that level throughout 2007.
Restaurant-level marketing programs target the delivery area of each
restaurant, making extensive use of targeted print materials including direct
mail and store-to-door composing. The local marketing efforts also include a
variety of community-oriented activities with schools, sports teams and other
organizations. In markets in which PIZZA POINT’s has a significant presence,
local marketing efforts are supplemented with local radio and television
advertising. We provide both Company-owned and franchised restaurants
with pre-approved print marketing Materials and with catalogs for the
purchase of uniforms and promotional items.

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PIZZA POINT’S BUTTER LOVER
PIZZA
which features a square, thick buttery-tasting crust made with olive oil, and a zesty
robusto pizza sauce with chunks of tomato and flavored with garlic, Italian herbs and
spices. Both the thin and pan crusts are par baked products produced by third-party
vendors. Each traditional crust and pan pizza offers a container of our special garlic
sauce and a pepperoncini pepper.

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 BUDGET

Advertising Budget

PIZZA POINT’S BUTTER LOVER PIZZA now needs to establish an

advertising budget for allocating the advertising expenses over several media
types. The marketing cost that has been estimated for the promotion and
awareness of the product is Rs.9 to 10 million. This cost will be efficiently
allocated in the various types of promotional activities that will be taking
place. The budget is allocated in the following activities.

Electronic media 3.5 million

Print media 2.5 million
Billboards 1.5 million
Promotional trucks 0.5 million
Concert 2 million
TOTAL 10 million

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Electronic Media

The budget for the advertisement of Butter lover pizza that will take place as
follows:

DURATION OF THE ADVERTISEMENT

We will be advertising for a period of Two Months.

Rates per 30 Second

Channels Timing Rates Ad per week

GEO 7 pm to 9 pm 60000 2(3/day)
INDUS MUSIK 9 pm to 12 pm 35000 2(3/day)
ARY 6 pm to 12 pm 25000 2(3/day)

 The advertising will take place 3 days a week totaling

 GEO (60000*3=Rs.180000/week). For 2 months Rs.144000
 INDUS MUSIC (35000*6 = 210000/week). For 2 months
Rs.1680000
 ARY (25000*6 = 150000/week). For 2 months Rs.1200000
 Each month the advertising will take place for four consecutive
weeks.
 For three months the total balance will amount to, Rs.3090000

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RADIO

CHANNEL COST NO. OF SPOTS TOTAL/ DAY

fm 89 2500 4 10000
Fm 101 2000 4 8000
AGG RADIO 2500 4 10000

Total 28000

PRINT MEDIA
The cost associated with DAWN is as follows:

DURATION OF THE ADVERTISEMENT: 1month

Per page Per half page Per quarter page

Weekly rate Rs.250000 Rs.125000 Rs.70000
Sunday rate Rs.300000 Rs.150000 Rs.75000

• In the first month, advertisement will take place on a quarter page

which give a total amount of (75000*4+70000*8) Rs.860000.
• Total amount for the1month will give a total of Rs.860000
• The cost of Jang advertisement is same, so the cost will be double of
above and the amount will be Rs.1720000

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BILLBOARDS ADVERTISING:

The budget for advertising by billboards is as follows:

SIZE LOCATION AMOUNT

10ft by 20ft Shar-e-faisal Rs500000
12ft by 24ft Awami markaz Rs350000
30ft by Hassan square Rs700000
60ft
25ft by Liberty Rs 60000
20ft

 The advertisement of Butter lover pizza taking place through

billboards will last for about 2 months.
 In these two months, advertisement will take place at
different locations (mentioned above).
 The total estimated cost after 2months will amount
Rs1646000.

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Purchase Criteria
Brand:
The brand name of PIZZA POINT’S is the very important thing in grabbing
customers because they have trust on the products of PIZZA POINT’S.

Standard:
The brand name of PIZZA POINT’S is itself a standard measure so it is for
sure that no one can meet the standard PIZZA POINT’S BUTTER LOVER
PIZZA as in other products of PIZZA POINT’S PIZZA.

Presentation:
PIZZA POINT’S PIZZA presentation is very special for this pizza as well as
we has for all products and no one can give this kind of presentation in the
world like pizza point is giving.

Price Analysis

Name Price in Rs
regular size
PIZZA POINT 550*
PIZZA HUT 445*
DOMINO 399*
Others (indirect) 200-250

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Marketing Mix

Product:

Our target Product is Butter lover pizza and one of its major attractive
features are its looks, color, taste and design. We feature with seven different
flavors and seven different colors and we present it in front of our existing and
potential customers.

Price:

Category Price

Large 800 Rs/.

Regular 500 Rs/.

Small 255 Rs/.

Place:

We plan to launch our product in all the outlets of Karachi.

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Segmentation

GEOGRAPHIC Karachi, Lahore, Islamabad

Density Major cities of Pakistan

DEMOGRAPHIC
Age General population over 12
Income 15000/- & above
Social class Middle class, middle-upper class, upper-upper class

ADVERTISING PLAN
Advertising:

Advertising is a very crucial part of promotion as it is responsible for creating

long term loyalty towards brands. As consumer choices increases, it becomes
essential to stand out in the crowds of brand ad media clutter by building a
good corporate image through advertising.
And in this we have planned to use both below the line and above the line
advertising techniques and list of all the elements are below:

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Above The Line Advertising:

Media name Channel names

Television THE MUSIK
GEO TV
CLUB MTV
INDUS TV
MTV Pakistan
RADIO FM 89
FM 101
AGG RADIO

The electronic media that have been chosen to advertise Butter lover pizza
are GEO TV, ARY, MTV Pakistan and INDUS MUSIC. The reason for
choosing GEO is because of its own popularity, INDUS MUSIC & MTV
Pakistan is watched by younger generation.

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 Below The Line Advertising:

Media Name Name

NEWSPAPERS DAWN
JANG
THE NEWS
MAGAZINES HERALD
VISAGE

In the print media, DAWN has been chosen for the publicity and promotion of
Butter lover pizza. The reason for choosing DAWN is because it caters huge
number of customers, it is one of the biggest news paper sellers in Pakistan.
Jang and express are of the most selling Urdu newspaper and they cater
most of those customers which we have targeted.

Billboards:
Nowadays bill boards are almost every where we go for example shopping
malls, airport, overhead bridges, you name the place and the billboard is
there, provided the area being a commercial area.

Billboards attract people of all ages. It has proved to be a very effective way
to promote and create awareness of a product, there fore this strategy will be
used by Butter lover pizza to promote itself. Butter lover pizza will occupy all
billboards next to all Pizza Hut outlets and some places are as follows:

o Clifton
o Gulshan
o P.E.C.H.S
o Nazimabad
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 o defence
o Hassan square
o Shahra-e-faisal
o Liberty (Lahore)
o Food street (Lahore)

Trade Shows and Concerts:

Trade shows and concerts are also one of very tools of doing advertising. So
we have planned to hold a trade show in Karachi and concerts in Karachi,
Lahore and Islamabad.

Action Plan Of Promotion:

• APR 1st 2009– Television, newspapers, magazines advertisement.

• APR 1st 2009 – Launch in all major cities of Pakistan.
• APR 15th 2009 – Promotional trucks From Karachi to Islamabad
• MAY 1st 2009 – discounted rates offer for all major products of PIZZA
POINT at karachi outlets at buying a minimum of 5 pizza..
• JUNE 15th 2009 – Advertising campaign in all major malls in Karachi.
(Dolmen Mall, Park Tower, Forum)
• JUNE 25 2009 – Concert will be held in Karachi, Lahore and
Islamabad.

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SPONSORED BY

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