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TABLE OF CONTENTS
INTRODUCTION SITUATION ANALYSIS KEY PLANNING DECISIONS IMPLEMENTATION MARKETING STRATEGY BUDGET PURCHASE CRITERIA MARKETING MIX ADVERTISING PLAN SPONSORS
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.
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.
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.
KEY PLANNING DECISIONS
• • • • 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.
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.
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. 6
• • • • ADMINISTRATIVE SALES / ACCOUNT SERVICE MARKETING SUPPORT SERVICES. TRANSPORT AND LOGISTICS
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.
All domestic Company-owned and franchised PIZZA POINT’s restaurants within a given market are required o join area advertising cooperative (“Coop”). 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.
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.
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 Print media Billboards Promotional trucks Concert TOTAL 3.5 million 2.5 million 1.5 million 0.5 million 2 million 10 million
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 GEO INDUS MUSIK ARY Timing 7 pm to 9 pm 9 pm to 12 pm 6 pm to 12 pm Rates 60000 35000 25000 Ad per week 2(3/day) 2(3/day) 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
CHANNEL fm 89 Fm 101 AGG RADIO Total COST 2500 2000 2500 NO. OF SPOTS 4 4 4 TOTAL/ DAY 10000 8000 10000 28000
The cost associated with DAWN is as follows: DURATION OF THE ADVERTISEMENT: 1month Weekly rate Sunday rate Per page Rs.250000 Rs.300000 Per half page Rs.125000 Rs.150000 Per quarter page Rs.70000 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
The budget for advertising by billboards is as follows:
10ft by 20ft 12ft by 24ft 30ft by 60ft 25ft by 20ft
Shar-e-faisal Rs500000 Awami markaz Rs350000 Hassan square Rs700000 Liberty Rs 60000
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.
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.
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.
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 in Rs regular size PIZZA POINT 550* PIZZA HUT 445* DOMINO 399* Others (indirect) 200-250
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 Regular Small 800 Rs/. 500 Rs/. 255 Rs/.
We plan to launch our product in all the outlets of Karachi.
Density Karachi, Lahore, Islamabad Major cities of Pakistan
Age Income Social class General population over 12 15000/- & above Middle class, middle-upper class, upper-upper class
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:
Above The Line Advertising:
Media name Television
Channel names THE MUSIK GEO TV CLUB MTV INDUS TV MTV Pakistan 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.
Below The Line Advertising:
Media Name NEWSPAPERS
Name DAWN JANG THE NEWS 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.
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 o o o Clifton Gulshan P.E.C.H.S Nazimabad 18
o o o o o
defence Hassan square Shahra-e-faisal Liberty (Lahore) 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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