Post on 31-Dec-2015
description
William Allen Seth Baylor Andrea Buescher Christie ClarkWilliam Allen Seth Baylor Andrea Buescher Christie Clark
OverviewOverview Executive Summary Company Description and Organization Strategic Focus Situational Analysis Market-Product Focus Marketing Program Finanacial Data and Projections Appendix I - Advertisements
Executive Summary Company Description and Organization Strategic Focus Situational Analysis Market-Product Focus Marketing Program Finanacial Data and Projections Appendix I - Advertisements
Executive SummaryExecutive Summary Target Market
Consumers under age 25, specifically children and college students
Advertising Print ads, Radio ads, Television
commercials Promotional Strategies
Displays, contests, free samples
Target Market Consumers under age 25, specifically
children and college students Advertising
Print ads, Radio ads, Television commercials
Promotional Strategies Displays, contests, free samples
Company Description and Organization
Company Description and Organization
Company name - Italiamerica Headquarters in Evansville, IN Hired marketing team for new
product Pizza Bagels Team: William Allen, Seth Baylor,
Andrea Buescher, Christie Clark
Company name - Italiamerica Headquarters in Evansville, IN Hired marketing team for new
product Pizza Bagels Team: William Allen, Seth Baylor,
Andrea Buescher, Christie Clark
Strategic FocusStrategic Focus Mission
To satisfy our customers with a great-tasting, convenient, and unique pizza snack
Mission To satisfy our customers with a great-
tasting, convenient, and unique pizza snack
Strategic FocusStrategic Focus Goals
To produce a quality product with healthy ingredients
To satisfy the tastes of young-minded consumers To become a profitable competitor in the frozen
pizza industry To create a recognizable brand name To lead the industry in innovation To operate with a socially responsible attitude
Goals To produce a quality product with healthy
ingredients To satisfy the tastes of young-minded consumers To become a profitable competitor in the frozen
pizza industry To create a recognizable brand name To lead the industry in innovation To operate with a socially responsible attitude
Strategic FocusStrategic Focus Competitive Advantage
Our product will offer a new way to enjoy pizza at a competitive price.
Competitive Advantage
Our product will offer a new way to enjoy pizza at a competitive price.
Situational Analysis - SWOT
Situational Analysis - SWOT
Strengths New approach to pizza market Wide variety of toppings to satisfy our
target’s needs Our bagel is a healthier alternative to
pizza crust
Strengths New approach to pizza market Wide variety of toppings to satisfy our
target’s needs Our bagel is a healthier alternative to
pizza crust
Situational Analysis - SWOT
Situational Analysis - SWOT
Weaknesses Unknown company with no credibility
or brand loyalty Other companies are considered staple
brands Higher production costs
Can’t afford to buy in bulk
Weaknesses Unknown company with no credibility
or brand loyalty Other companies are considered staple
brands Higher production costs
Can’t afford to buy in bulk
Situational Analysis - SWOT
Situational Analysis - SWOT
Opportunities Value gap in the frozen pizza industry Offer environmentally-friendly packaging Create a kids’ activity pack to include with
each product Economy is weakening
Consumers are looking to spend less and may be looking to alternatives to existing name brand products
Opportunities Value gap in the frozen pizza industry Offer environmentally-friendly packaging Create a kids’ activity pack to include with
each product Economy is weakening
Consumers are looking to spend less and may be looking to alternatives to existing name brand products
Situational Analysis - SWOT
Situational Analysis - SWOT
Threats Competitors
Totino’s Party Pizzas and Pizza Rolls Heinz Bagel Bites Nestle’s Hot Pockets All other frozen pizza producers
Substitutes for pizza Health-conscious trend may deter
consumers from all sorts of pizza products
Threats Competitors
Totino’s Party Pizzas and Pizza Rolls Heinz Bagel Bites Nestle’s Hot Pockets All other frozen pizza producers
Substitutes for pizza Health-conscious trend may deter
consumers from all sorts of pizza products
Market-Product FocusMarket-Product Focus
Marketing and Product Objectives Create awareness Create brand loyalty
Marketing and Product Objectives Create awareness Create brand loyalty
Market-Product FocusMarket-Product FocusPerceptual Map
0
0.5
1
1.5
2
2.5
3
3.5
0 1 2 3 4Quality
Convenience
Series1
Perceptual Map
0
0.5
1
1.5
2
2.5
3
3.5
0 1 2 3 4Quality
Convenience
Series1
A = Hot PockesB = Bagel BitesC = Party PizzasD = Pizza Rolls
A
BC,D
Market-Product FocusMarket-Product Focus Points of Difference
Wide variety of toppings Macaroni & Cheese, Cheeseburger, Meatball,
Philly Cheesesteak Possibility of expansion into breakfast or dessert
bagels Full-size bagel
Unlike any of our competitors Healthier
Fresh ingredients and bagel foundation
Points of Difference Wide variety of toppings
Macaroni & Cheese, Cheeseburger, Meatball, Philly Cheesesteak
Possibility of expansion into breakfast or dessert bagels
Full-size bagel Unlike any of our competitors
Healthier Fresh ingredients and bagel foundation
Product StrategyProduct Strategy
Promotional Strategy Set up sample tables in grocery stores Set up displays at college campuses Offer samples to college clubs and
organizations Put an advertisement in college newspaper Give coupons to apartment complexes to
pass out to college-age residents
Promotional Strategy Set up sample tables in grocery stores Set up displays at college campuses Offer samples to college clubs and
organizations Put an advertisement in college newspaper Give coupons to apartment complexes to
pass out to college-age residents
Product StrategyProduct Strategy
Promotional Strategy Create a contest for kids to win a
pizza-bagel party for their class Offer samples to Sunday School
groups Offer samples to Daycare Providers Direct Mail advertisements
Promotional Strategy Create a contest for kids to win a
pizza-bagel party for their class Offer samples to Sunday School
groups Offer samples to Daycare Providers Direct Mail advertisements
Marketing ProgramMarketing Program
Brand and Label Grow into a recognizable brand name
and build brand loyalty Must be suitable for children and easy
for them to say and remember
Brand and Label Grow into a recognizable brand name
and build brand loyalty Must be suitable for children and easy
for them to say and remember
Marketing ProgramMarketing Program Price Strategy
We cannot afford a lower price because our production costs are higher
We could consider selling at a slightly higher price, but that may interfere with our desired positioning
Our best strategy is to sell our product at the same price as our competitors but to promote the fact that our packages contain more product so the customer is getting a good deal.
Price Strategy We cannot afford a lower price because our
production costs are higher We could consider selling at a slightly higher
price, but that may interfere with our desired positioning
Our best strategy is to sell our product at the same price as our competitors but to promote the fact that our packages contain more product so the customer is getting a good deal.
Financial Data and Projections
Financial Data and Projections
Pizza Bagel Financial Statements 2009 Production costs in terms of cost in
per unit ($3.25) @ 1 million units Container/Box: .06 Labeling: .04 Shipping: .25 Labor: .45 Material: .20 Total Production costs: $1.00
Pizza Bagel Financial Statements 2009 Production costs in terms of cost in
per unit ($3.25) @ 1 million units Container/Box: .06 Labeling: .04 Shipping: .25 Labor: .45 Material: .20 Total Production costs: $1.00
Financial Data and Projections
Financial Data and Projections
Marketing Costs in terms of cost in per unit ($3.25) @ 1 million Units
TV ads: Magazine Ads: Direct Mail: Product development: Reserve Funds: Total Marketing Costs: $.30 Tax: $.23
Marketing Costs in terms of cost in per unit ($3.25) @ 1 million Units
TV ads: Magazine Ads: Direct Mail: Product development: Reserve Funds: Total Marketing Costs: $.30 Tax: $.23
Financial Data and Projections
Financial Data and Projections
Total Costs: $1.30 Gross Margin: $1.95 per can Sales Tax: $.23 Net Income: $1.72
Sales Objective per year estimated at 3 million units
Total Estimated Revenue: $5,160,000
Total Costs: $1.30 Gross Margin: $1.95 per can Sales Tax: $.23 Net Income: $1.72
Sales Objective per year estimated at 3 million units
Total Estimated Revenue: $5,160,000
Creative BriefCreative Brief
Objective: To create brand awareness and increase consumer information of product
Target: Persons age 5- 25 and their mothers
Beliefs: Pizza is junk food
Objective: To create brand awareness and increase consumer information of product
Target: Persons age 5- 25 and their mothers
Beliefs: Pizza is junk food
Creative BriefCreative Brief Message Theme: Pizza Bagels are a fulfilling, healthy, and quick option
among frozen pizza items.
Support: Pizza Bagels are larger, healthier, and easier to cook than some of its competitors.
Bonus: An original variety of flavors and a kid’s activity pack included
Slogan: The Happy, Healthy Pizza… on a Bagel.
Call to Action: Available at
Medium: Direct Mail, Magazine Ads (News4U, Evansville Moms), TV
Message Theme: Pizza Bagels are a fulfilling, healthy, and quick option
among frozen pizza items.
Support: Pizza Bagels are larger, healthier, and easier to cook than some of its competitors.
Bonus: An original variety of flavors and a kid’s activity pack included
Slogan: The Happy, Healthy Pizza… on a Bagel.
Call to Action: Available at
Medium: Direct Mail, Magazine Ads (News4U, Evansville Moms), TV