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an ivi s of ind e the hom to e globe.” th around families
Tasting Authentic Italian
Chung Peiquan Ivy Wong Jeremy Seow Kang Kyu Lin Kim Rokwon Clara Koo Ze-Hou
• • • • • •
Company Background Our Tasks Market Analysis
Fast-food / Pizzeria Landscape Trends
Our Recommendations The Campaign! Conclusion
e build th o sion is t t “ Our mis and mos ty nd loyal ra es ongest b str ian dish al ily of It m d ssful fa succe duals an ivi s of ind e the hom to e globe.” th around families
a wide variety of authentic pastas. 4 .Background • Mission • Our mission is to build the strongest brand loyalty and most successful family of Italian dishes to the homes of individuals and families around the globe. succulent chicken wings .. • The Promise • We offer the highest-quality traditional & gourmet pizzas..
$833 Billion in North America alone 45% of all restaurants sales are made through franchises 5 .Background • Global Outlook • • • • • Established by Gerry Koutougos in 1972 Based in Canada Trademark registrations are in 65 countries Sales were $516 Billion in US.
2002 Current number of outlets in Singapore .Background • Sarpino’s in Singapore • • • • First store opened in Singapore .20 Primary focus on delivery and take-away Located mainly within heartlands 6 .
1-for-1. Salads 7 .Background • Current Strategy (Marketing Mix) • Product • • • • Pizzas (Gourmet. Classic) Pastas Combos Meals Sides.
00 Buy 1 Get 1 $30.60 12 $31.90 $0.80 $12.60 12 8 .00 Pizza Hut Pan Pizza $25.00 $0.00 $59.80 Canadian Standard $31.80 $29.00 Domino's Normal $29.80 18 $30.90 18 $51. of ﬂavours $35.Background • Current Strategy (Marketing Mix) • Price • Pizzeria / Offering 1st Pizza 2nd Pizza Competitive pricing against competitors Sarpino's Gourmet Pizza $23.80 Total Price for 2 Pizzas No.80 $25.
Background • Current Strategy (Marketing Mix) • Promotions • • • Place Buy 1-get-1 Pizza Offer (All year round) No other advertising efforts / promotions • • Solely through website Listing on ‘food directories’ 9 .
e build th o sion is t t “ Our mis and mos ty nd loyal ra es ongest b str ian dish al ily of It m d ssful fa succe duals an ivi s of ind e the hom to e globe.” th around families Our Tasks 10 .
To increase brand awareness for Sarpino’s pizza in Singapore 2. Ensure marketing optimization by maximizing coverage for key target segment 3. Develop a comprehensive marketing strategy for Sarpino’s 11 .Our Tasks 1.
” th around families Market Analysis 12 .e build th o sion is t t “ Our mis and mos ty nd loyal ra es ongest b str ian dish al ily of It m d ssful fa succe duals an ivi s of ind e the hom to e globe.
Pizza Market Category A (Market Leader) Largest Pizza Chain Worldwide Category B (Market Challenger) Category C (Market Follower) Market Share Dine-in Take-out Delivery Moderate Negligible ✓ ✓ ✓ ✓ ✓ ✓ Canadian 2-for-1 Sarpino’s Domino’s Californian 13 ✓ Spizza Al Forno Peperonis Pizza Brands Pizza Hut .
Consumer Survey Purpose for Consumption 78 Respondents 48% Females 52% Males 1.12 Average Consumption per Month 11% 7% Social Gathering Family Gathering No Time Others Family Gathering 19% Social Gathering 63% Preferred Method of Consumption Delivery 65% Dine-in 18% Take-away 17% Dine-in Delivery Take-away 14 .
57 0.5% 50% 47.90% (Domino’s) 2nd .Brand Recognition 100% 80% Pizza Hut Canadian Sarpino’s Domino’s Others 60% 40% 20% 0% 1 0.9 0.29 0.8 0.45 47.5% (Sarpino’s) Spizza Sarpinos Pasta Mania Peperoni Rites Oishi Dominoes Canadian Aided Response: 0.83% (Sarpino’s) 3rd .5% 0.6 0.81% (Canadian) .81 1st .2 0 15 Unaided Response: 82.69 0.4 0.4 0.5% 62.38 0.83 0.
07 2.67 4 4.Canadian (2.47 2.47) 2nd .66 Spizza Pasta Mania Rites Domino’s Sarpino’s Peperoni Oishi Canadian 1.54 2.66) 3rd .84 1st .Peperoni (2.25 0 Brand Preference 16 .Consumer Preferences 5 Preference 3.75 (1 being most preferred) 2.81 4.67) 2.Sarpino’s (2.5 3.
Market Segmentation Income Below 16 17 .40 Above 40 - Demand Low-Moderate Examples Primary / Secondary School Students Tertiary Student / Young Working Adults (No Family) Postgraduate Students / Head of Households (w/ Young Children) Retirees / Head of Households (w/ Mature Children) Moderate Highest Moderate-High High High Low 17 .25 26 .
25 Secondary: 26 .40 } ✓ Signiﬁcant network of inﬂuence ✓ Prime audience for viral marketing ✓ Substantial purchasing power 18 .Our Focus • • Island-wide Delivery Segment: ✓ Highest demand level • • Primary: 16 .
” th around families Our Recommendations 19 .e build th o sion is t t “ Our mis and mos ty nd loyal ra es ongest b str ian dish al ily of It m d ssful fa succe duals an ivi s of ind e the hom to e globe.
75 0.Marketing Mix 1 Key Concerns: 0.25 29% 17% 12% 0 Price Delivery Time/Freshness Taste/Quality Promotions/Offers Branding Variety Occasion Factors that inﬂuence pizza ordering decision 20 .5 ✓ ✓ ✓ ✓ 93% 71% 90% 76% Price Delivery Time Taste / Quality Promotions / Offers 0.
Marketing Mix • • Product • • • • Retain current offerings Emphasis on the ‘Quality’ of Sarpino’s Pizzeria Price Maintaining current competitive price-point Provide discounts and offers 21 .
Marketing Mix • Promotions • • • Integrated marketing campaign Focused on ‘Quality’ Confidence on Quality Assurance 22 .
Marketing Mix • Place • • • • Focusing on direct consumer touch-points On-campus locations for ‘tasting’ / ‘sampling’ On-campus promotions Long-term: Providing additional channels for customers to get pizzas 23 Need for additional avenues to order pizzas? No 26% Yes 74% .
” th around families The Campaign! 24 .e build th o sion is t t “ Our mis and mos ty nd loyal ra es ongest b str ian dish al ily of It m d ssful fa succe duals an ivi s of ind e the hom to e globe.
inﬂa s. Love it . lucky draw etc) Mediums: Sarpino’ s. Taste it . Love it. b spect to theodules aidding habit biddin re some s g of m o of stude odulef the vario nts.The Campaign • Focus on ‘Quality’ • Tagline: • • • • • • “Sarpino’s . us fac tion of tors th mo at con dules and tribute to 623 4 4 382 25 . Flaw the s in the BO problack of pre SS biddin lems w s ith reassignedgmystem.” Direct consumer touchpoints Print Advertising Social Media Traditional Mediums (discount coupons. Taste it .
Sarpino’s Facebook Page! • Social Media • Reaching out directly to • Enhances connectivity • Examples: • Subway discount vouchers • McDonald’s Monopoly Promotion target segment (aged 16-25) 26 .
Sarpino’s Pizza Van! “Campus Cruising” 27 .
Sarpino’s Pizza Van! .Campus Cruising • Campus Cruising • Pizza giveaway at tertiary institutions across island • Promotes Tasting the ‘Quality’ of Sarpino’s pizzas • Integrated Marketing • ‘Like’ Facebook page • Discount vouchers giveaway 28 .
iPhone Application e b u il d th s io n is to O u r m is “ and lo y a lt y t brand s tr o n g es f fa m il y o c c es s fu l most su o m es o f to th e h a n d is h es I ta li fa m il ie s a ls a n d in d iv id u e. ” th e g lo b around • Expanding Consumer Name Address Pastas Pizzas Drinks Example Line 1 Line 2 Touchpoints Order Pizza Now! Check Delivery Status • Provides new • Convenient • Hassle-free Select an Option: Contact Credit Card Number Number Example avenue for ordering pizzas Gourmet Pizzas Traditional Pizzas Sides Remarks Place Order Next Step 29 .Pizza Delivery Application .
Print Advertisements .College Publications • Reaching out to targeted segment • Direct association with customers aged 16-25 • Low-cost • Extended reach (10 tertiary institutions + ITEs) 30 .
Recommendations • • • • • Start Timeline .Year 1 Launch of Facebook Page Launch of Sarpino’s Pizza Van ‘Campus Cruising’ 3 Months Lucky Draw 10% Pizza Giveaway 10% Pizza Van 50% 1st Quarter • Discounts / Offers 25% 3rd .4th Quarter • • Print Advertising College Publications Campus Promotions iPhone App 5% Pizza Van iPhone App Discounts / Offers Pizza Giveaway Lucky Draw 6 Months • End of Year 1 2nd Quarter • • • Scratch n’ Win Lucky Draw Discount Vouchers Launch of iPhone Ordering Mobile Application 31 .
Love it. 623 4 4 382 End of Year 3 Start of Year 2 Start of Year 3 32 .3 • 3rd Year Focus on delivery Improve timings Market efficiency and freshness of Sarpino’s Pizzas 2nd Year • • Launch new campaign Target secondary segment: 26 .Year 2 .Recommendations • • • • • Timeline . Sarpino’ s. ibute pre bid to pro -assigne ding ha bit blems d m with re odules s of stude are nts spect to the some of .40 years old Flaw mod s in the O factoules and BthSS biddin rs tha e t contr lack ofg system. inﬂation biddin the of g of m various odules . Taste it .
” th around families Conclusion 33 .e build th o sion is t t “ Our mis and mos ty nd loyal ra es ongest b str ian dish al ily of It m d ssful fa succe duals an ivi s of ind e the hom to e globe.
Love it.” CHOOSE IT! 34 . Flaws inﬂa in the of thtion of m BOSS bidd e biddin various odules and ing system g of m factors th the la . Taste it . ect to me the 623 4 4 382 “Sarpino’s. Love it. Taste it. ribute e-assi to prob gned m ts of stud lems w odules en ith resp are so ts. ” th e gl ob ar ou nd Engage all senses: especially TASTE Delivering the Sarpino’s Experience to you Order Pizza Now! Check Delivery Status Sarpino’ s. odules at cont ck of pr bidding habi .Conclusion • • • th e to bu il d is si on is “O ur m lt y an d an d lo ya t br st ro ng es fa m il y of cc es sf ul m os t su es of th e ho m di sh es to It al ia n fa m il ie s al s an d in di vi du e.
” th around families Q&A 35 .e build th o sion is t t “ Our mis and mos ty nd loyal ra es ongest b str ian dish al ily of It m d ssful fa succe duals an ivi s of ind e the hom to e globe.
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