Pizza 4P’s: The Marketing Communications Plan Report

Executive summary
This report is a brief communication plans for the original-Japanese restaurant Pizza 4P’s, which is planning to be executed in Ho Chi
Minh city. After analyzing the market, we decided our target market will be separated depends on the geographic, demographic,
psychographic and behavioral factors. And we least it down to one segment. Next, We also come up with a communication plan that
includes many communication strategies. The strategies will use PR, Advertising, and Digital Marketing. The creative strategy will be
the main process to enhance the effect of our slogan, characteristics of the brand on customer’s mindset. About budgeting, nearly 1
billion dong would be used and the majority of the budget will be used for Digital Marketing.

Introduction
In this report, We - students will introduce an integrated communication plan for Pizza 4P’s in 1 year. And this plan is mainly focused
on the Food and Beverage market in Vietnam.

Nowadays, we usually see pizza as a fast food dish. However, Pizza 4P’s is something more than a fast food restaurant. We consider
ourselves as an Dining Restaurant which offer meals in elegant space. Furthermore, Pizza 4P’s have never actually done a IMC Plan
since it first come to Vietnam in 2011. Therefore, in order to achieve high knowledge of Vietnamese consumer about the value of
Pizza 4P’s, the following IMC plan has been designed.

Pizza market in Vietnam

Fast food chain Pizza Hut by IFB Holdings (Vietnam) and Jardine Restaurant Group (Hong Kong) brought to Vietnam in early 2007.
The appearance of this business has led to some brands of high priced pizza such as Pizza Inn, Pizza Domino (USA), Pepperonis (Al
Fresco's Group),…

● Pizza Hut
Thanks to the available strength of the name and financial potential of the owner, Pizza Hut has quickly risen and led the pizza
segment in fast food industry in Vietnam.
As of early March 2013, the system has 27 restaurants in Hanoi, Ho Chi Minh City, Dong Nai, Binh Duong and Can Tho. In addition,
they also have five branches Pizza Hut Delivery specializes in delivery in Hanoi and Ho Chi Minh City.
● Pizza Domino
Meanwhile, at the end of 2010, Domino's is officially in Vietnam through the IPP Group (also the unit has just bought the franchise
Burger King). The second-largest US pizza chain after Pizza Hut, Domino's is now leading the home-delivery pizza segment with $ 1.7
billion in worldwide sales. Not hiding the ambition to overthrow the dominance of Pizza Hut, Domino's recently began promoting its
expansion in Vietnam.
As of March 2013, Domino's has opened 11 branches located in beautiful and crowded locations in Ho Chi Minh City, including four
new stores opened earlier this year. Being loyal to the goal of becoming the number one pizza delivery chain, beautiful space rentals
can be understood as a way for Domino's to increase brand awareness, while locating them away. rivals.
In addition, Domino's low price strategy continues to be in the Vietnamese market, as the pizza chain is always priced lower than the
equivalent in Pizza Hut at VND20,000-60,000.

Pizza 4P’s Target Market

Demographic
The consumers are either males or females at the age of from 20 to 45; also, the single people or married couples (Full Nest or
Empty Nest). More specific, mostly Pizza 4P’s customers belong to the Generation Y which was born between 1981 and 1995 (from
2018). They are truly affluent, well-informed and educated adults, consequently, the well-off students or in higher managerial,
administrative, professional occupations and upper middle class. Besides, Pizza 4P’s customers are busy citizens that spend plenty of
time moving from place to place, such as to work, malls and stores. They undoubtedly have an urban-ish attitude despite sometimes
not living in the city.

Geographic
The buyers may be from anywhere in Vietnam, but mostly in Hanoi, Ho Chi Minh and Da Nang city that are regarded as potential
markets to expand Pizza 4P’s business. More explicitly, the target audiences come from highly populated urban cities. Pizza 4P’s has
already opened a few number of such well-designed restaurants at these three places as five ones in Ho Chi Minh, three ones in
Hanoi and only one restaurant in Da Nang.

Psychographic & Behavioral

Within the demographic profile, three main mindsets of probable buyers could be identified
Healthy-ish Professionals
They are educated white-collar professionals who take interest in reading or stay up on news and trends in terms of health issues.
Pizza lovers make room for their choice of beverage while scientists insist on debating the health benefits of pizza as well.

Media Usage

- Print: Food & Wine Magazine, Bliss Saigon Magazine, Food Safety Magazine, Delicious Magazine, Taste, Food & Nutrition
Magazine
 - Other: Intensive use of the Internet including web and social networks (Facebook, Instagram)

Socially Conscious
They are starkly making out the social impact of the brand and would like to do something about it.
They are somewhat wondering whether the brand’s commitments turn out to be protect the planet and make the difference to the
communities or not. More detailed, they vastly expect the brand would open farmer support centers, use biodegradable packaging,
provide college opportunities to employees, and work to improve surrounding communities, appealing to the target audiences that
share the company’s mission.

Media Usage

- Print: Newspapers (Saigon Times, Vietnam News), Fest Magazine, Parlour Magazine, AsiaLife Magazine Vietnam, The
Guardian, Saveur

- Support: Out of home (Street Furniture: grand shopping malls, Transit: airports)

- Other: Intensive use of the Internet including web and social networks (Facebook, Instagram)

Value Conscious
They may perceive value as not only quality per unit of price but also the additional gains expected from one product over a
competitor’s brand. More detailed, they are looking for the ideal combination of best pizza (its taste, crispness, ingredients,
toppings) and further dominant 4P’s customer services (the etiquette rules, the menu and table setting standards, the architecture
design requirements)

Media Usage
 - Print: Food & Wine Magazine, Fest Magazine, Business Insider, Pizza Today

- Support: Out of home (In-office)

- Other: Occasionally use the Internet (Facebook, Instagram)

Pizza 4P’s
Was founded by Japanese couple Yosuke and Sunny Masuko. Inspiration for starting a pizza business is starting with the garden of
their family. On the weekends, both Yosuke and Sunny would love to invite their friends to the house and they all knew about the
couple's pizza oven. The couple know how to bake pizza. They go around the world eating pizza and trying to figure out the different
ingredients.
They have 5 business units and brands under the 4P's Pizza name: Restaurant: Include the most important brand is 4P's Pizza. In
addition, the company is piloting a cheaper pizza chain called Pizza for Good.
Ecommerce: Box 4P's - mainly deliver.
Wholesale Distributors: Sell cheese for hotels, restaurants abroad.
Production: There is cheese farm in Da Lat.
Resort: The construction site has been selected as Land Bridge and we are working on the design.
Pizza 4P's opened the first restaurant in District 1 (HCMC) from 2011 and has opened up 6 restaurants. Every day, this restaurant
chain welcomes 3,000 customers, of which 70% is from Vietnam. Not only the restaurant business, 4P's Pizza owner also produces
organic vegetables, cheese ... and owns an online food sales channel. Pizza 4P have been ranked as one of the top restaurants in
HCMC by Tripadvisor and Foody.

Pizza 4P’s SWOT Analysis

INTERNAL
STRENGTHS WEAKNESSES
- Combine with Japanese cuisine make the food become more - Weaker brand image
attractive

- New comer in the market, less market share

- Large menu selection

- High price, selected customer

- Customer services satisfy customer expectations

- Only focus on product, doesn’t focus on marketing strategies

- Differentiated service

- Customer’s loyalty
EXTERNAL
OPPORTUNITIES THREATS
- New products development - High competition

- Vietnamese eating habits - Increase work capacity but do not change the quality of
service

- Consumer trend
- Not follow the flow

Internal Strengths:
The middle class in Vietnam is growing rapidly with the popularity of fast food. Recognizing the similarity between Vietnam and
Japan as more and more "industrial" pizza chains are sprouting up, but no special flavors, the decision to open hand-crafted pizza
oven of Masuko – Cofounder Pizza 4P’s can be "Feeling". So far, this decision is no longer a stroll as 6 restaurants are welcoming
3,000 visitors per day (70% are Vietnamese visitors) and bring in $ 7.5 million in 2016.
Not only serves many different types of pizza, Pizza 4P also serves a variety of dishes (appetizer, salad, soup, hot dish meal, pasta)
and dessert. Especially, every branch of Pizza 4P’s will have its own seasonal dishes.
Positioning is a fine-dining restaurant, not a fast-food or pizzeria, the number of staff in each restaurant is quite large. Each person is
responsible for 4 - 8 guests. Every waitress is trained 2-3 months and needs 3 to 6 months to train a kitchen staff and pizza staff, 3
minutes is the time from pick up until the cake is served at Pizza 4P’s.
Pizza 4P's stores mostly do not advertise, but are attracted by word-of-mouth and word-of-mouth. In the beginning of 2015, 4P's
Pizza restaurant in Hanoi has just opened, not yet promoted, accidentally been a name in the startup photoshoot posted to
Facebook. The picture is more than 1,000 like and 168 share, enough for this restaurant to fill up for the next 3 weeks

Internal Weaknesses:
When referring to Pizza, Vietnamese often think of big guys like Pizza Hut, Domino, Alfresco, ... more than Pizza 4P’s. As a follower,
Pizza 4P’s still has not left much impression on the hearts of consumers as the market share of Pizza is still somewhat inferior to its
predecessors.
Focusing on quality as well as customer experience, prices at 4P's Pizza can be considered as the highest among Pizza stores. This has
led to the fact that 4P's pizza can only serve high-income customers who are willing to pay for the best experience.
At present, Pizza 4P’s is still focused on developing quality of food and services and expanding its business through other areas, not
actually developing marketing activities. Most do not do advertising, but attract visitors by word of mouth and fragrant have.

External Opportunities:
In addition to Pizza, another brand that operates under 4P's brand is Box 4P's - an online food store targeted at women aged 25-45,
spending more on average. Box 4P's sells about 400 food products, including 70 types of goods produced by 4P's own Pizza, building
their own delivery team, not outsourcing. For improvement, Box 4P's model has limited delivery areas in some districts of Ho Chi
Minh City to ensure the quality of food when it reaches the user, and will be converted into 4P's Online Store, transfer from B2B to
Horeca block customers to individual consumers.
Vietnamese people have strange and delicate food. Principles of spice use such as: vegetable is with seafood; laksa leaves with balut
or eel, ... That is what attracted the Japanese at Pizza 4P's and also the opportunity for chefs to satisfy the taste of Vietnamese
people.
Vietnamese people also tend to favor organic foods so this is also a chance for 4P's Pizza when the brand uses direct ingredients and
is taken directly from 4P's farm in Dalat.

External Threats:
The familiar pizza chains in Vietnam are now being developed by large corporations. Pizza Hut (50 stores, jointly owned by IFB
Holdings and Jardine Restaurant Group (Hong Kong); Alfresco and Perperronis (over 29 stores); Domino's Pizza (33 stores, taken by
IPP Group) ... Runs on the number of stores to get a bigger pie in the $ 118 million Vietnamese pizza market, according to research
firm Euromonitor. One trend that pizzas are pouring is the fact that home delivery and technology are used to place and buy bread,
says Patrick Doyle, CEO and President of Domino's Pizza. In Vietnam, it is 30% higher than other forms. Pizza 4P's still decided not to
offer this service but only serve customers in place. In a comparable way, 4P's approach is similar to specialty coffee shops, serving
only in a certain style rather than a bulge in breadth, serving as many customers as possible as other coffee chains.
There are several dozen percent customers that 4P's have to refuse every day if they do not make a reservation. Adding a restaurant
to increase the serving capacity is a matter for Pizza 4P's to think about, and consequently the pressure to grow the machine but not
change the quality of service.

Campaign Objective
Pizza 4P’s wants to get 50% knowledge of the Ho Chi Minh target market within a year. By using a wide range of tools, we strongly
expect this estimated statistics and the target audiences to be excited about Pizza 4P’s as well as spread buzz/word of mouth.

Communication Strategies and Tactics

Phase 1:
- Time: 4 months
- Objective: At the very first 4 months, Pizza 4P’s expects an extreme customers attention to the brand as well as more customers
concern with the brand. The stage is called “Draw Attention – Raise Concern”.
- IMC Program:
Advertising: Pizza 4P’s is going to add a flavor of artistic magic to the brand with some fresh and innovative ways to promote our
pizza. Pizza 4P’s will team up with a specialized design agency, Wildfire Brand Consultancy to create some illustrated ads. They
absolutely are elegant and stylish illustrations that incorporate our iconic pizza with love between males and females. With a little
optical illusion, the pizza transforms into a male’s and female’s hand patterns, specifically, it is a hands holding drawing. The first
illustration shown are on billboards at crowded intersections and LCDs at airports. The illustration’s style transmits the elegance and
luxurious values that is tied up with the brand.
Digital Marketing: Additionally, to gain deeper insights into what consumers truly thought about the brand, Pizza 4P’s will turn to
research using social media channels and focus groups. It monitors consumer online chatter and solicited thousands of direct
consumer feedback messages via Facebook, Instagram and other social media. We want to shout out loud and clear: We have heard
you! Also, the brand continues to ask customers for feedback and uses the insights to improve marketing decisions. It even set up a
Website where dinners can upload pictures of Pizza 4P’s food, breaking one of the ultimate rules of fast-food advertising by
displaying real, untouched photos.

Phase 2:
- Time: 4 months
- Objective: Aiming to increase target customers perceive about Pizza 4P’s products and positioning the brand clearly in target
customer's mind.
- IMC programs:
PR: At this phase, the company decided to choose Editorial and Advertorial to delivery the exact information about Pizza 4P’s for
target customers because almost everyone suppose that Pizza 4P’s provides products as same as other competitors but higher
quality. With content “What make Pizza 4P’s different?”, each article will revolve around the products and values that Pizza 4P’s bring
to customers. Editorial articles will be posted in magazines such as Ẩm thực & Tiệc – Tastea & Event, Heritage Japan, ELLE, Heritage
Guide. Advertorial posts will be appeared on websites such as Vnexpress.net, Kenh14.vn.
Advertising: Besides PR, Advertising will be used at this phase. This time, Pizza 4P’s viral clip will be released on Facebook fanpage,
Pizza 4P’s website during 4 months.
Digital Marketing: At this tool, Facebook Ads, Google Ads, SEO will be use to booth the viral clip.

Phase 3:
- Time: 4 months
- Objective: To stimulate interaction from target customer and create delightful experience for them.
- IMC programs:
PR: We choose PR at this phase because this is tool is effective in attracting attention, offers strong purchase incentives and also may
boosts sales of the company. Pizza 4P’s will offer a added service/contest called “Propose at Pizza 4P’s – Honeymoon for free”. For
every person who propose their partner at pizza 4P’s, we will support them in the preparation for the surprise with champagne,
flower, music,… Also, we will give each of the couple one lottery ticket and at the end of the month, we will randomly pick one
couple to offer them a free honeymoon for their marriage. In change, we will have the rights to capture photos and videos for Digital
Media Usage. By doing this, not only can we boosting the sale of the restaurant but also create delightful experience for our
customer and make them remember the slogan “Delivering wow, sharing happiness”
Digital Marketing: We will use our main website in order to raise the awareness of the proposing service. And the ads will be on top
 of the website in last 4 months. Also, we will run banner ads on other websites that appear on top on google such as MARRY
(www.marry.vn), KÊNH CƯỚI (www.kenhcuoi.vn). Alongside, Social media will be a great and efficiency way in order to increase
awareness by using Pizza 4P’s Facebook and Instagram fanpage where The photos, videos of couples will be used to propose for the
stage.

Timing & Budgets

Our Project takes place during 12 months. Particularly, It starts on early 1/2019 and finishes on lately 12/2019. The campaign is
devide into 3 phases with 4 months per phase. The specific schedule of IMC plan is shown in the timing table below:

TIME Phase 1 Phase 2 Phase 3 Unit Cost

(VNĐ)

Jan Feb Mar April May June July Aug Sep Oct Nov Dec

Advertising illustrated Ads

100.000.000
Billboard

LED at Tan Son Nhat 100.000.000

M Airport

Photoshoot 8.000.000

Viral Clip 10.000.000

 - Actor/Actress 3.000.000

E - Cameraman 7.000.000
- Editor
D Google Adwords 158.000.000
Digital
I Marketing
(Result of Google Research)
- Showed Position: Top of Page
- Number of Keyword: 1-3
U - Report: Week

M
Facebook Ads 125.000.000
S Website 60.000.000

Banner Ads 40.000.000

PR Editorial 50.000.000

Advertorial 80.000.000

Contest/Added Service 50.000.000

Subtotal 781.000.000 VNĐ

(No VAT)

Management Fee (10%) 78.100.000 VNĐ

Total 859.100.000 VNĐ
(No VAT)

Considering the target audience of the Pizza 4P’s figures a budget of approximately 900 millions dong during twelve months seems
appropriate, however we would recommend to adjust the budget.

Appendix

ATTITUDES OF CONSUMERS TOWARDS PIZZA 4P’S

Male 39,2%
Gender
Female 60,8%
18-23 88,2%
Age 24-29 11,8%
From 30 or more 0%
Students 76,5%
Job Officer 17,6%
Other 5,9%
Income Less than 3 millions VND 45,1%
From 3 - 5 millions VND 21,6%
More than 5 - 7 millions VND 19,6%
From 7 – 10 millions VND 11,8%
 More than 10 millions VND 2%
Did you know Yes 64,7%
about 4P's
No 35,3%
Pizza?

Social networking sites (Facebook, Instagram, ...) 75,8%

Internet newspaper 9,1%
How do you
Newspaper 0%
know about
Megazines 6,1%
4P's pizza?
TV 3%
Friends 84,8%
Relatives 27,3%
How do you Variety of dishes Better
feel about 4P's Serve Better
pizza Restaurant space Better
compared to Price Equal

other pizza Location of the store Better

brands? Convenience (Delivery, fast food, ...) Worse

Will you go Yes 69,7%

back to eating No 30,3%
at 4P's pizza?

What reasons Due to improper food 15,2%

do you have By price 54,5%
or do not Due to the location of the restaurant 18,2%
want to go Discomfort in eating (difficult to book, no delivery ...) 18,2%

back to 4P's Served by the restaurant 9,1%

pizza? None 12,1%

MEDIA USES ADVANTAGES AND DISADVANTAGES

Medium Principal characteristics Media Vehicles

Types of media & selected Advantages of this method
channels for use with Pizza 4P’s
Print Newspapers ❖ Short lead time with
cheap production cost
(pictures)
❖ Selective readers with
Disadvantages of this
method for use with Pizza Pizza 4P’s Target Group usage
4P’s
❖ Very limited impact on •Saigon Times
visual effects and printing •Vietnam News
color
•The Guardian
❖ Crowed with other
 broad acceptance
❖ Direct respond facilitated
❖ Actively read and
frequent publication
(reliability and believability)
❖ Geographical selective
❖ Highly selective
(magazine target group in
Pizza) & low production cost
(picture)
❖ High information content
(detail of 4P)
Magazine
❖ Editorial synergy
projected by the magazines
image (Prestige & credibility) and movement limits the
❖ Pass along audience and
actively read
❖ Good quality printing
advertisement readers •Saveur
cannot encode message •Business Insider
❖ Readers can be •Pizza Today
distracted by surrounded
environment
❖ Short life cycle
❖ Long lead time for some •Food & Wine Magazine
titles •Bliss Saigon Magazine
❖ Crowed with other •Food Safety Magazine
advertisements (too much
•Delicious Magazine
colors and details readers
skip pages) •Taste, Food & Nutrition Magazine
•Fest Magazine
❖ Visual stimulants lack of
other senses (no sounds •Parlour Magazine
•AsiaLife Magazine Vietnam
ability to demonstrate Pizza
4P’s)
 Street ❖ Drivers and broad ❖ Creative limitation and grand shopping malls

Furrniture audience audience activity

❖ High frequency of ❖ Short exposure time airports

Transit exposure ❖ Message must be simple
Support ❖ Prominent brand ❖ Many may not have
differentiation effective impact
In-office ❖ Strong impact with simple
message

❖ Visible through the day

Others Internet ❖ High interactively level ❖ Could relay heavily on •Facebook
(Pizza 4P’s target is highly search engines •Instagram
F&B orientated) ❖ Audiences are not •Zalo
❖ Large potential audience gamete

❖ 24h any time ❖ Limited visual effect in

❖ High information contact terms of the actual product

with direct respond (Pizza and demonstration

4P’s audiences could email ❖ Can create irritations

and communicate)
❖ Low production costs

❖ Advertise on the web

pages