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NHÓM 3 - Pizza 4P'S - Report

Quản trị Marketing (Đại học Kinh tế Quốc dân)

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NATIONAL ECONOMICS UNIVERSITY

SCHOOL OF ADVANCED EDUCATION PROGRAMS

SAMPLE REPORT

ENGLISH MARKETING

Topic: MARKETING PLAN FOR PIZZA 4P'S

GROUP 3 Class: Advanced Marketing Management 62C

1. Nguyễn Hà Anh - 11200206

2. Dương Hồng Đức - 11200834

3. Nguyễn Khánh Linh - 11202188

4. Bùi Thị Thu Huế - 11201644

5. Vương Vũ Đức Huy - 11201814

6. Mầu Duy Anh - 11204316

Lecturer: Mr. Trần Việt An

Ha Noi, 2022

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TABLE OF CONTENTS

I. EXECUTIVE SUMMARY 2

II. COMPANY INTRODUCTION 3

1. Pizza 4P’s overview 3
2. Brand philosophy 3
3. Vision and mission 3

III. CURRENT MARKETING ENVIRONMENT 4

1. Internal environment 4
1.1 Core value 4
1.2 Human resources 4
1.3 Finance 5
2. Micro Environment 6
2.1 Customer analysis 6
2.2 Suppliers 6
2.3 Competitors 7
2.4 Intermediate Marketing 7
3. Macro Environment 8
3.1 Economic 8
3.2 Environment 9
3.3 Culture - Society 9
3.4 Technology 10

IV. SWOT ANALYSIS 10

1. Strengths 10
2. Weaknesses 11
3. Opportunities 11
4. Threats 11

V. MAIN ISSUE 12

VI. MARKETING OBJECTIVES 12

VII. MARKETING STRATEGY 13

1. Product 13
1.1 Product categories 13
1.2 Product levels 13
2. Price 14
3. Place 15
4. Promotion 16

VIII. ACTION PROGRAM 17

REFERENCES 20

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I. EXECUTIVE SUMMARY

This report is a brief Marketing plan for the original-Japanese restaurant Pizza 4P’s.
4P's is one of the leading pizza brands in Vietnam. Developed with the orientation of
making a brand with customer satisfaction, 4P's has created a highlight and difference
for itself compared to other pizza firms. Not only providing customers with attractive,
creative pizzas with stable quality, Pizza 4P's is also famous for its beautiful space,
warm and friendly service at every branch.

In this report, we have analyzed the factors affecting the marketing strategy of Pizza
4P's. Since then, we have researched and come up with the most suitable marketing
plan for this brand in the Vietnamese market. The first part is a brief introduction,
followed by an analysis of the marketing environment (Internal, Micro and Macro
environment). Next, the report analyzes Pizza 4P's marketing evaluation including
SWOT analysis of the situation and several main issues facing the brand. Furthermore,
marketing objectives, marketing strategy and the marketing mix are also discussed.
Finally, there will be some recommended programs for the firm to tackle the problem
as effectively as possible.

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II. COMPANY INTRODUCTION

1. Pizza 4P’s overview
Pizza 4P is one of the famous pizza brands in Vietnam - originated from Japan,
founded by the Japanese couple Yosuke and Sanae Masuko. Pizza 4P's inspiration
comes from a small toaster, located in the backyard of a house in Tokyo (Japan).

Along with the love of pizza, the first Pizza 4P's opened its doors to start the journey
to conquer diners in 2011. As of April 2020, the main restaurant business has a total of
28 restaurants (including food trucks) in Vietnam. 4P’s currently have 5 business
units: Restaurants, Cheese production, Cheese wholesale, Dairy retail và mới đây 4P’s
mới mở rộng thêm mô hình Cafe 4P’s.

2. Brand philosophy
The meaning of the name 4P's is Platform personal pizza for pizza. This name reflects
the spirit of the store, which is to create a personality and a separate essence for each
pizza in this place.

In addition, the name "4P's" also means "For peace" - for peace to fill the world,
towards peace of mind. The brand has always expressed the desire to bring rich,
interesting experiences and positive energy to customers.

3. Vision and mission

Vision: Make the World smile for Peace
Mission: Delivery Wow, Sharing Happiness

- The ambition at Pizza 4P's is not to simply be “A Great Pizza Restaurant". They
have a bigger vision - Make the world smile for a Peace
- Their mission that we stand by and work on daily in order to achieve this vision,
is “Delivering Wow, Sharing Happiness"
+ “Wow" describes pleasant surprises and the kind of experiences that make your
heart dance, leaving you full of positive energy and a motivated spirit
+ That excitement and positive energy works as a big step toward “Happiness"
+ By “Sharing” that with as many people as possible, Pizza 4P's believe that
happiness will spread from one person to another and fill the world.
+ The outcome of “Delivering Wow, Sharing Happiness" is a smile
+ Pizza 4P's work to first put a smile on the person in front of us. Then, they
work to spread that smile further

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+ They believe that if they repeat those small steps and the smiles spread over the
world, the whole world can be filled with more happiness.

III. CURRENT MARKETING ENVIRONMENT

1. Internal environment

1.1 Core value

The “4P’s Spirit” is created from 7 Core Values. 7 core values of Pizza 4P’s are
arranged in the fixed order and divided into 3 groups. These values were established
from the individuals, to the company’s culture and finally finished with the effective
ways where the company and members work together to lead the company growth.
● The first three core values come from each individual: basic foundation,
coming from and representing the inner spirit of each member:
1. Passion For Peace
2. OMOTENASHI – top service quality
3. Integrity
● The next two values represent the working environment: creating the identity,
internal strength and team spirit of Pizza 4P’s:
4. Being Cause in the Matter.
5. Positive Family Spirit.
● The company’s values: the common goals are reached with the last two values:
6. KAIZEN – Innovative mindset.
7. Forget the Box.

1.2 Human resources

Pizza 4P's clearly understands that not only the people who purchase pizza are their
customers, but also the partners, employees, people who directly use the system and
have a close relationship with them. Because of this understanding, Pizza 4P's always
cares about the opinions of its own company insiders to make necessary changes in
the system operation. The company organized interesting activities such as “Pizza 4P's
Master Pizza Chef” in order to create a joyful playground and encourage the spirits of
members. They believe that in order to win the love of customers, they must first win
the love of their members, because they are the ambassadors of Pizza 4P's - who
directly talk, listen and understand customers. That's why, after a long time of
deliberation, Pizza 4P’s came up with an idea to honor all that everyone has
contributed. It is called: PIZZA 4P'S MEMBER OF THE YEAR.

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1.3 Finance
According to VIRAC data, Pizza 4P's revenue in 2017 reached more than 283 billion,
up 79% over the previous year. At the same time, profit skyrocketed to nearly 33.3
billion VND, more than 6 times higher than 5.5 billion VND in 2016. In 2018,
business continued to boom when the company's revenue increased by 45%. increased
to 411 billion dong while profit increased by 65%. Although 2021 is a bit difficult due
to the Covid 19 epidemic, Pizza 4Ps has collected 30 billion VND in 8 months after
developing a website system and delivering door to door delivery.

In particular, digital transformation helps Pizza 4P's delivery revenue quadruple in the
same period of 2020. If in 2020, restaurant sales account for 89% of total revenue and
delivery accounts for 10% of total revenue, then in 2021 In-store sales fell to 52%
while delivery sales jumped to 38%. Two new business segments, delivery and
packaged food, account for an increasing proportion of the revenue structure. In which
- Delivery is estimated to increase by nearly 4 times compared to 2020. The number of
delivery orders has now reached more than 70,000 orders/month and the delivery time
is less than 30 minutes. With cooperation with online sales platforms (Grab, Tiki,
Beamin, ...), estimated delivery revenue can replace most of restaurant revenue in the
case of social distancing.

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2. Micro Environment

2.1 Customer analysis

● In terms of demographics:
Pizza 4P's target customers are customers aged 26 to 42, with above-average income.
In general, the brand's target customers are more female than male. Customers who
often use the service are couples and well-off households. Currently, according to
statistics, Pizza 4P's customers account for 70% of locals and 30% of foreigners.
Because the brand does not serve traditional Vietnamese food, Pizza 4P's is always a
preferred choice by tourists as well as foreigners living and working here.
● In terms of psychology:
Pizza 4P's customers are interested in choosing a place to eat with unique flavors,
luxurious space, dedicated service and not too expensive prices. Regarding external
needs, guests are always looking for a place with enough sophistication and comfort to
meet their needs such as meeting customers, dating or a worthy place to experience
with family. Thanks to this feature of identifying target customers, Pizza 4P's has
changed and created in terms of both brand appearance and spirit, meeting the needs
of customers better.

2.2 Suppliers
With the motto "From farm to table" Pizza 4P's has cooperated with Thien Sinh farm
in Da Lat, where organic vegetables are grown and produced – this is a project
directed by JICA, has been operating for more than 10 years. All vegetables here are
grown without any pesticides, and thanks to the application of Japanese technologies,
we are trying to provide good food at the cheapest price to users.

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Regarding cheese, 4P's has made its own cheese in its own factory. Initially, the
factory only produced mozzarella cheese to supply the restaurant. But until now the
scale has grown to more than 20 employees producing 8 cheeses, providing about 400
servings per day, especially with the presence of Japanese employees from the early
days of the factory's establishment, the production process and quality of cheese are
always monitored, managed and developed to produce first-class finished products.

In addition, other product packages such as ham or canned tomatoes are also carefully
selected by the company and imported directly from famous brands in Italy.

2.3 Competitors
Up to now, there are more than 100 pizza brands in Vietnam and abroad. Among
them, there are 2 direct competitors to 4P's pizza are: Pizza Hut and The Pizza
Company
● Pizza Hut:
Pizza Hut is the largest Pizza brand in the US. Since the first store opened at the end
of 2016 in Vietnam, the brand has grown rapidly and has more than 100 branches
across the country. As a brand that entered the Vietnamese market early, this brand has
a position in brand recognition.

● The Pizza Company

Coming from Minor Food Group - one of Asia's leading corporations in the hospitality
and high-end cuisine industry, The Pizza Company has come to Vietnam since 2013
and brought "top of mind" products that are Premium Seafood Pizza line. This brand
also pays a lot of attention to marketing when constantly offering promotions,
promotions, minigames,...

⇒ In general, these two brands are in the lower price segment than 4P's pizza and
weaker than 4P's in terms of service quality. However, the marketing communication
activities of these two firms are promoted more strongly than 4P's pizza and are
preferred by customers for the pizza product line.

2.4 Intermediate Marketing

Pizza 4P’s is distributed in three main ways: through direct distribution channels at
stores, through sales agents and through Internet sales. At Pizza 4P's stores, they will
directly serve customers who want to enjoy food and use on-site services. Staff at 4P's
are professionally trained, careful and dedicated. Attitude and service at Pizza 4P's are
always aimed at bringing comfort to customers. Pizza 4P's has intermediary
distribution channels through a few stores and supermarkets such as Namanmarket,
Afamily, Vinmart.. with frozen products. With dairy products, Pizza 4P's through

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wholesale and retail. They have supplied to about 300 stores, mainly for 5-star hotels,
restaurants and gourmet shops Pizza 4P's.

The online sales channel has also been applied by 4P's since the outbreak of Covid 19.
Pizza 4P'S ready-made products when distributed to these agents are cheaper than
fresh products sold at restaurants. Pizza 4P's has built a delivery channel through its
own website (pizza4ps.com), modernly designed to help customers use and update
easily about products, online personal channels (Facebook, Instagram). In addition,
4P's also expands its business through other e-commerce platforms such as Shopee,
Lazada, etc. In addition, 4P's products are always taken care of in terms of product
quality: raw materials must be guaranteed fresh on the day, taken from clean and safe
sources.

3. Macro Environment

3.1 Economic
- Vietnam’s rapid economic growth:
The IMF forecasts that Vietnam's GDP will grow at 6.8-7.5% in 5 years from
2023-2025. The increase in per capita income in Vietnam leads to increased
affordability, higher spending levels on shopping and services, people tend to
be willing to pay high prices for quality and services.
→ Opportunity for Pizza 4P's to thrive and increase stability for its restaurant
chain business in the future.
- The F&B industry in Vietnam tends to grow strongly:
According to market research firm BMI, Vietnam has become one of the most
attractive F&B markets globally. According to statistics, the F&B industry has
contributed 15.8% to the total national GDP (in 2021). Total spending on food
and beverages accounted for the highest proportion with about 35% of
spending. According to D'Corp's report, our country now has more than
540,000 shops selling food and drinks. Besides, the spending level on food
services is also at a high level with more than 360 USD/month. This is a higher
number than countries in the region such as Indonesia, Thailand, Philippines,
Malaysia.

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3.2 Environment
- The awareness of Vietnamese people about the environment is increasing. Air
pollution in Hanoi and HCMC has become a hot topic in recent years.
- Consumers gradually tend to choose and use products made from
environmentally friendly and recyclable materials. Containers and packaging
products made from plastic and nylon are gradually eliminated.
- Businesses increasingly focus on sustainable business methods. In particular,
the food service industry (F&B) has shown signs of positive changes when
gradually switching to products of natural origin and environmentally friendly.

3.3 Culture - Society

- After the Covid 19 pandemic, consumers' tendency to eat out and order at home
is increasing. During the pandemic in Vietnam, restaurants are not open, so
ordering Pizza 4P's products on the app is a trend and almost the number of
products is not enough to serve.
- Healthy lifestyle trends: Currently, WHO and national government are
encouraging people to eat healthy foods, supplementing with many vegetables
and vitamins to avoid obesity. Consumers are becoming more and more
intelligent and improving standards, towards "clean eating green living"
through the use of organic food and clean ingredients. According to the
research results of the Vietnam Report, the future trend of the food and
beverage industry is a healthy product.

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- Foreign culture is increasingly welcomed and developed in Vietnam. People,

especially young people gradually open, prefer and receive products from
abroad or have more culture and origin from abroad.

3.4 Technology
- The development of 4.0 technology combined with the impact of the covid 19
epidemic has made the percentage of users ordering food through mobile
devices significantly increased. According to a report by Gojek, in the first half
of 2022, the number of users using the food ordering service increased by 35%
compared to the same period last year. Many restaurants have been expanding
their business models on online platforms, selling food to customers through
mobile applications. Keeping up with this trend, Pizza 4P's has built a delivery
channel through its own website and gradually expanded through other
e-commerce platforms such as Shopee, Lazada…
- Vietnam's F&B industry is growing rapidly with the rise of AI. Many
restaurants are gradually shifting to the application of advanced technology in
management, operation, and automation of all processes. All Pizza 4P's stores
are managed by 100% "home made" technology and set possible goals. Apply
AI to all upline products.

IV. SWOT ANALYSIS

1. Strengths
- Differentiated products: Instead of going in the direction of industrial pizza,
Pizza 4P's chooses handmade pizza products → creating quality products and
completely different from the existing brands
- Diverse product: besides pizza, there are soup, salads,.. with recipes featured
- High-class service: Pizza 4P's service quality is always maintained at a high
level. Customers receive care from the time they book a table to the end of their
dining experience at the restaurant.
- Sustainable supply: Pizza 4P's owns many sustainable local sources, ensuring
the freshness of ingredients. This contributes to the premium quality of the
dish.
- Dedicated staff: Attitude and service at Pizza 4P's bring comfort to customers.
Staff are very professional and enthusiastic.
- In addition, Pizza 4P's also has prime locations, in central locations of cities.

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2. Weaknesses
- High price: Fresh service quality, high-class service are both advantages but
also a disadvantage of business, when it cannot be the target of every customer.
- Few distribution: Established in 2011, until now, the brand has only been
present in big cities with 26 stores, mainly concentrated in Hanoi and Ho Chi
Minh City.
- Unstable quality: After the COVID-19 pandemic, many businesses were
devastated and 4p pizza is no exception. The brand has been criticized for
unstable product quality. However, this was soon rectified.
- There are many fake products sold rampant under the brand name
- Not promoted into advertising and marketing

3. Opportunities
- Trends of interest in food hygiene and safety: Consumers are increasingly
interested in food hygiene and safety, especially after the COVID-19 pandemic
→ products of natural origin such as Pizza 4P's are noticed. important, creating
a great growth opportunity for the brand.
- Per capita income increases: GDP in Vietnam has witnessed significant growth.
Economic growth drives demand for food and drink to grow. Therefore, this is
also the general potential of the F&B industry
- The population of the middle class increases rapidly (this is also the customer
group that Pizza 4P's targets) → the potential for Pizza 4P's in particular and
the F&B industry.
- Technology and the internet boom are increasingly developed, the tendency of
consumers to order food online increases → the strength of Pizza 4P's to apply
technology to restaurant management and construction as well as to expand its
business model

4. Threats
- Competition comes from direct and indirect competition: In-depth competition
from local and national players like “Pizza hut”, pizza Domino and more. In
fact, there is more indirect competition from fast food restaurants such as
McDonalds, KFC, Lotteria, etc. because of their convenience, speed and low
cost.
- Trends in healthy food consumption: After the COVID-19 pandemic, more and
more consumers are choosing healthy and healthy foods. Pizza has always been
classified as fast food and not good for health. Therefore, this is a big challenge
that not only Pizza 4P's has to face.

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V. MAIN ISSUE
From the SWOT analysis, the team extracted the Main issues of Pizza 4P's as follows:
● The first problem is about product diversity. Although this is one of the factors
that make up 4P's strengths, the focus on products gradually causes 4P's to lose
brand recognition. Referring to Pizza, most Vietnamese people will
immediately think of big names like Pizza Hut, Domino, Alfresco, ... more than
Pizza 4P's. As a latecomer, Pizza 4P's has not yet made much of an impression
on consumers because Pizza's market share is somewhat inferior to its
predecessors. This results in Pizza 4P's being able to serve only high-income
customers who are willing to pay for the best experience. Therefore, even
though it is not in the same price segment, Pizza 4P's still has to face serious
competitors who have built a reputation and imprint in the hearts of customers
with the Pizza product line.
→ Unidentified Source of growth product
● The second problem is about the marketing strategies of 4P's. 4P's pizza is
mostly without advertising but attracts customers by word of mouth. Besides,
the company also does not implement promotion programs to attract new
customers as well as retain old customers.
→ Brand Awareness is not high

VI. MARKETING OBJECTIVES

● Business objective: Increase market share in the Pizza business and achieve
annual revenue growth and sales through marketing plans.

● Marketing objective:
- Reinforce brand positioning. Take 4P's to become the top of mind of the Pizza
industry. The image of Pizza 4P's will gradually be attached and known in the
minds of consumers when choosing to buy pizza with delicious pizza products,
cared for and suitable for consumers.
Increase the market share of public discussion in online newspapers and social
networks to lead the pizza industry. Product promotion is promoted and
implemented on a large scale, from social networks, online newspapers and
other digital channels to various activities at points of sale (including PR,
booking). KOLS/KOC music videos, offer promotions, create membership
cards, etc.)
→ Promote brand awareness coverage to a wide range of target audiences.
Consolidate the brand's position as a delicious, unique but still suitable product
line in the minds of customers when thinking of pizza food products.

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MKT ACTIVITIES:
Pizza 4P's has marketing strategies to develop pizza products. The company once
launched the product "Pizza vermicelli with dau mam shrimp" creating a controversial
effect in public opinion. Just appeared, the cake made many diners curious about the
unique ingredients with 1-0-2, creating explosive debates on social networks,
experience videos with high views. It can be said that this is a quite successful
marketing campaign of 4P's, but then the product was not chosen by many users
because of the different taste and not really to the customer's taste.

VII. MARKETING STRATEGY

1. Product

1.1 Product categories

Pizza 4P's products are classified into product categories: food and services

1.2 Product levels

● Core product
Pizza 4P’s products are made from clean, fresh ingredients used during the day,
ordered from organic farms or built in-house processing such as cheeses.

The whole process of making cheese (the main ingredient for making pizza), from
cooking milk, to pulling cheese at 4P's factory is completely handmade like the

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French traditional way, so the taste is more natural and delicious than other brands
available type..

● Actual product
The first is pizza products. At Pizza 4P's, there are many different pizzas that
harmoniously combine Japanese and Italian culinary features such as Salmon Sashimi
pizza, Teriyaki chicken pizza, etc.

Besides pizza products, 4P's also focuses on developing many of the brand's signature
dishes such as crab noodles. The quality of the product has been verified by many
customers and highly appreciated for its freshness. This makes a rare difference in
other pizza chains that are on the market.

● Augmented product
- “HALF-HALF PIZZA”
A special feature at 4P's is that it serves pizza in the "half - half" style, customers
can choose 2 different pizzas to combine into one. This allows customers to enjoy
both flavors in one pizza, while also creating a unique distinction from all
competitors for Pizza 4P's.

- HEALTHY SNACK FROZEN PIZZAS:

When the COVID-19 pandemic broke out, Pizza 4P's launched Frozen product
lines such as Frozen Pizza, Frozen Crab Noodles, etc., keeping almost the full
flavor when enjoying at the store. This helps satisfy diners' needs and adapt to
market fluctuations.

- PIZZA MAKING WORKSHOP:

With the goal of sharing the happiness of customers through making their own
pizzas, 4P's organized a Pizza Making Workshop at 4P's Pizza facilities for groups
of students and families. After making pizza, customers can enjoy their own pizza
or share pizza with family and friends. This activity makes for a fun experience
for children and family groups.

2. Price
The Vietnamese F&B market is facing fierce competition as more and more brands
are entering the market, from international brands to local brands.

Pizza 4P's products belong to the high-capas segment, so the brand's pricing strategy
is Premium Pricing. That is, Pizza 4P's does not compete on price, but instead, the
high price will correspond to the superior customer experience. This pricing strategy

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is still useful and effective for the time being. On average, a meal at Pizza 4P's will
range from 200,000 VND to 350,000 VND/person. This price is higher than the
average of the pizza market. But in return, customers receive the corresponding level
of experience
The Vietnamese F&B market has a great attraction and high development
opportunities, so there are also many challenges from fierce competition when more
and more brands enter the market, from international brands to commercial brands,
local brands…

● Promotional Pricing:
- Pizza 4P's expands sales and reaches customers through many apps such as
Mini app Momo, shopee food, baemin,... Moreover, when buying through these
online apps, customers will have incentives such as: Cashback 10% up to 100k
when ordering and paying via Mini app Momo, 50k off minimum order 400k,
free shipping,...

- Besides, Pizza 4P's also issued E-voucher codes. For example, a voucher worth
500k is sold for 350k on the foody platform (applicable to customers who buy
directly at the store)

● Quantity discount:
Pizza 4P's has most or almost no quantity discounts. There is a program on 7/2020,
Pizza 4P's launched Happy Hour “BUY 1 GET 1 FREE!” available Monday through
Friday, from 2pm - 6pm and offer only applies to our 4P’s Original Beers, as well as
their Red and White Sangria.

3. Place
Currently, Pizza 4P’s has established 28 restaurants in 6 big cities throughout
Vietnam: Hanoi, Ho Chi Minh, Danang, Hai Phong, Nha Trang, Binh Duong and one
restaurant in Phnom Penh, Cambodia.
● Traditional channel:
Pizza 4P's restaurants are located in the busy streets with beautiful facades in the heart
of those big cities mentioned above, which makes Pizza 4P's able to attract many
visitors.
● Modern channel:
In addition to the direct in-store distribution channel, Pizza 4P's also develops online
distribution channels such as home delivery or distribution of frozen products at
supermarkets to make it easier to reach consumers. During the Covid-19 pandemic
when big cities were in lockdown, the online sales channel is an important first
channel that needs to be focused in the marketing strategy of Pizza 4P's.

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● Channel organization:
Pizza 4P’s uses both direct distribution channel through serving services in-store and
indirect distribution channel via big supermarkets, E-commerce sites and online food
delivery systems. Therefore, Pizza 4P’s products and services would always be
available in big cities, but would be a slight difficulty in outer provinces.

4. Promotion
● Sales promotion:
Pizza 4P's does not use too many discounts as a sales promotion strategy to attract
customers. This increases the value of the brand as well as its products. Customers
will not be attracted by the promotions of 4p's pizza, but they will be willing to pay a
high price to experience the service. Few promotions and aggressive advertising but
still extremely attractive is what makes Pizza 4P's marketing strategy special.

● Social media marketing:

The number of discussions on pizza 4P's social media pages is lower than that of other
competitors such as Pizza Hut or Pizza Company.

Most Pizza 4P's repeats consistent messages on the company's communication

channels such as: Facebook Page, Instagram, Website. In addition, 4P's also
cooperates with parties such as Vietcetera or Brands Vietnam to spread brand value.
The company has built a separate page to publish content around corporate values and
participated in the podcast series "VIETNAM INNOVATORS" on Vietcetera website
to share the story of the "recipe" that makes 4P's as successful as it is now. Besides,

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taking advantage of the marketing trend through KOLs/KOC, Pizza 4P's also joins this
media option to attract and stimulate customers' curiosity to bring them to try at the
restaurant. The company has cooperated with famous KOLs like Giang Oi, Ninh TiTo
to make review clips on youtube. Then, taking advantage of the development of
TikTok, Pizza 4P's began to expand booking to Influencer review on this platform to
spread and increase brand awareness.

● Public relations
Pizza 4p's has been very successful in its public relations campaign. Born with the
mission "Make the World Smile for Peace", Pizza 4P's is always aware of its
responsibility to the community when growing and developing. Therefore, 4P's
always focuses on activities for people. Members of Pizza 4P's family often organize
volunteer activities to help each other in difficult circumstances. Some activities can
be mentioned such as helping the center for poor children in Central Vietnam,
traveling with children... Pizza 4P's also made an impression with the project for
world peace in collaboration with agency Ki Saigon to create three unique "Pizzas of
Peace", combining the flavors of countries currently in conflict, as a way for them to
live in harmony, even if it only happens on pizza. All proceeds from the sale of Hoa
Binh Pizza have been donated to the United Nations Peace Fund.

● Direct marketing
Pizza 4P's uses tools like shipping agents on its website to deliver orders and link
them directly to customers' homes. Customers can choose products directly on the
company's website in accordance with their preferences and needs. Especially after the
complicated situation of the Covid-19 epidemic, direct marketing is more and more
focused by 4P's. This is a great way to both meet the needs of customers and build and
develop a brand.

VIII. ACTION PROGRAM

START/
TASK NAME DURATION WORK
FINISH

Diversifying the menu 120 days 1/12/2022 - Try this task in some
but by adding original 31/3/2023 restaurants in the city
taste of Pizza to consider whether
PRODUCT it works or not.
Add to the menu
some Vietnamese
familiar flavors ,

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original taste when it

comes to pizza like
hawaiian, pineapple,
cheese..

Researching the taste 30 days 1/12/2022 - Do face research as

and the behaviors of 31/12/2022 well as deep research
customer to find out whether
our signature dishes
fit the society’s taste
in order to make
changes

Creating posters, 60 days 1/12/2022 - Preparing new

banners, and lookbooks 31/1/2023 content for social
for new product media posting,
categories especially about the
original taste that we
try to add on.

Advertising product 135 days 1/2/2023 - Using social media

30/6/2023 to market, such as
Facebook,
Instagram, and
YouTube, or hiring
PROMOTION
PR articles, food
reviewers..

Implement product 135 days 1/2/2023 - Offering promotions

promotions 30/6/2023 such as 20%
discount for couples
when using new
products on
Valentine's Day,
creating membership
cards to accumulate
points for
customers...

PRICE Establishing new price 135 days 1/12/2022 - Minimize the price
1/5/2023 in the new menu
which diversify
choices for
customers.

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Promotional pricing 90 days 1/1/2023 - Release voucher and

1/4/2023 allow discount fee
when buying through
several payments

Opening new Pizza 270 days 1/12/2022 - 3 new restaurants

4P’s restaurants 1/6/2023 will be opened each
3 months during the
9-month period in
Can Tho, Dalat and
Hai Phong City
respectively.

Direct distribution 180 days 1/12/2022 - Supervisors come to

channel: restaurants, 1/6/2023 the restaurants and
online shopping online delivery
department to check
product quality and
services provided
regularly. During
peak hours, if
PLACE customers have any
issue with the food
and services,
restaurant managers
and supervisors will
be ready to solve the
problems.

Supply chain 150 days 1/12/2022 - Focusing and

management 1/4/2023 improving the DMS
system between
producers (domestic
producers and
foreign distributors)
and restaurants;
between restaurants
and consumers.

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REFERENCES

1. Ánh Dương. 2021. “Nhận được khoản vay từ đối tác, Pizza 4P's giảm huy động vốn
từ trái phiếu.” CafeF.
https://cafef.vn/nhan-duoc-khoan-vay-tu-doi-tac-pizza-4ps-giam-huy-dong-von-tu-trai
-phieu-20211027103313637.chn

2. Châu Cao. 2019. “Pizza 4Ps, câu chuyện khởi nghiệp truyền cảm hứng từ sở thích của
bạn gái cũ.” Brands Vietnam.
https://www.brandsvietnam.com/18481-Pizza-4P-s-cau-chuyen-khoi-nghiep-truyen-ca
m-hung-tu-so-thich-cua-ban-gai-cu.

3. COOKED. 2018. “Chiến lược marketing của Pizza 4P's theo mô hình mix 7P.”
Cooked.vn. https://www.cooked.vn/post/chien-luoc-marketing-cua-pizza-4p.

4. Hoa Cao. 2017. “Theo dõi sức khoẻ thương hiệu toàn diện trên social media:
Domino’s Pizza qua góc nhìn social listening | bởi Hoa Cao.” Brands Vietnam.
https://www.brandsvietnam.com/congdong/topic/5037-Theo-doi-suc-khoe-thuong-hie
u-toan-dien-tren-social-media-Domino-s-Pizza-qua-goc-nhin-social-listening.

5. Pizza 4P's. 2022. “Pizza 4P's Profile.” Pizza 4P's | Delivering Wow, Sharing
Happiness. https://pizza4ps.com/.

6. Tiên Tiên. 2020. “Pizza Hoà Bình - Khi lý tưởng cao cả được sáng tạo chắp cánh |
Tiên Tiên.” Advertising Vietnam.
https://advertisingvietnam.com/pizza-hoa-binh-khi-ly-tuong-cao-ca-duoc-sang-tao-ch
ap-canh.

7. Nguyễn Chuấn. 2022. “Cú sốc với Pizza 4P's | Doanh nghiệp.” Tạp chí Diễn đàn
Doanh nghiệp. https://diendandoanhnghiep.vn/cu-soc-voi-pizza-4p-s-220988.html.

8. Vân Đàm. 2016. “Tham vọng triệu USD của Pizza 4P's.” Brands Vietnam.
https://www.brandsvietnam.com/10974-Tham-vong-trieu-USD-cua-Pizza-4P-s.

9. Vietcetera. n.d. “Home.” Pizza 4P's sứ mệnh của một doanh nghiệp. Accessed
November 3, 2022.
https://vietcetera.vn/vn/pizza-4ps-su-menh-cua-mot-doanh-nghiep.

10. Q.Nguyễn. 2022. “Pizza 4PS: Năng lực tài chính chạm “mức báo động”, năm 2021 lỗ
kỷ lục gần 38 tỷ đồng - Ảnh.” ETime.
https://etime.danviet.vn/pizza-4ps-nang-luc-tai-chinh-cham-muc-bao-dong-nam-2021
-lo-ky-luc-gan-38-ty-dong-20220525101450852.htm.

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