Marketing presentation_draft 1_incomplete

MARKETING PLAN

DECEMBER 2012

REAL. GOOD. PIZZA.

PIZZA SOLA

AGENDA BACKGROUND

PROBLEMS

MARKET ANALYSIS

PROPOSED MARKETING STRATEGYINTEGRATED MARKETING PLAN

ACTION PLAN

MARKET SITUATIONPRODUCT SITUATIONCOMPETITIVE SITUATIONDISTRIBUTION SITUATIONMACROENVIRONMENT SITUATIONSWOT ANALYSISRESEARCH

BACKGROUND

Founded in 2002 as Pizza Vesuvio by James Aiello Jr. & his partner

First Shop in South Side and Rebranded into Pizza Sola in 2008

Single store expanded into chain enterprise

BACKGROUND

LocationOakland, Eastside, Southside, Cranberry

Hours of OperationMon-Wed: 11am – 12pmThurs-Sat: 11am – 3am Sunday: 12pm – 12am

New York style PizzaHigh Quality & Fresh Ingredients Wide selection of sides and beverages

PROBLEMS

LOW BRAND AWARENESS

PERCEIVED ASEXPENSIVE

LIMITED CUSTOMER

BASE

43% students heard of Oakland Pizza Sola

*25-34 age group*8% claimed they visited Pizza Sola

Only 10% claimed price is reasonable

SITUATION ANALYSIS

MARKET SITUATIONPizza Restaurant Industry has felt the heat over many years

Major players

Papa John’s6.3%

Pizza Hut 11.6%

Domino’s 9.8%

• Together, 20% increase in sales from 2006 to 2012

• Increasing number of single-location stores

• Grocery store’s pre-baked pizza gaining popularity*

MARKET SITUATIONPizza Restaurant Industry has felt the heat over many years

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 201232000

33000

34000

35000

36000

37000

38000

39000

40000

41000

42000

years

Reve

nue

($m

) Reflecting trends, revenue per individual store has actually

decreased

CAGR 12%

CUSTOMER ANALYSIS

25-34 years old

18-24 years old

35+ years old

AGE BREAKDOWN REASONS THEY KEEP COMING BACK

“

”

I keep coming back to Pizza Sola because it offers very large portions and its pizza is delicious!

Andy T. (23)

PRODUCT/SERVICE SITUATION

Product Price Market Price Ratings

Pizza (14”) $13 $10.03 9.1

Wings (12 wings) $10.41 $8.77 5.7

Calzone $7.00 $6.57 5.4

Salad $6.84 $3.63 7

COMPETITOR SITUATION

MAJOR CHAIN COMPETITION

MAJOR SINGLE STORE COMPETITION

INDIRECT COMPETITION

VOCELLI PIZZA, DOMINO’S, PAPA JOHN’S

MAXIMUM FLAVOR, PIZZA BELLINO, MINEO’S PIZZA, PAPA DA VINCI, MIA’S PIZZA, PIZZA ROMANO

CHIPOTLE, MCDONALD’S, FIVE GUYS

DISTRIBUTION SITUATION

PIZZA SOLA CUSTOMERSSUPPLIERS

MACROENVIRONMENT ANALYSIS

RECESSION

• Unemployment & consumer spending

• Demand for lower-priced items

HEALTH INDEX

• Consumers are aware of issues related to obesity and weight

PRIMARY RESEARCH METHODS

1. SURVEY OF PIZZA SOLA CUSTOMERS

2. SURVEY OF PEOPLE IN OAKLAND NEAR PIZZA SOLA

3. SURVEY OF CMU STUDENTS

4. DIRECT CONVERSATIONS WITH PIZZA SOLA EMPLOYEES

DIRECT CONVERSATIONS

• UNABLE TO TALK TO THE STORE MANAGER ON MULTIPLE OCCASIONS

• “THE MAJORITY OF OUR CUSTOMERS ARE BETWEEN 26 AND 32 YEARS OLD”

• “MANY OF OUR CUSTOMERS ARE EMPLOYEES AT UPMC”

• “WE DON’T TARGET A SPECIFIC AGE GROUP”

PIZZA SOLA CUSTOMER SURVEY

26.7

1.6

1.7

2.4

YEARS

TIMES PER MONTH

RATING POINTS

RATING POINTS

31% 20% 15%

EXCELLENT (1) : 26%VERY GOOD (2) : 47%

GOOD (3) : 6%

EXCELLENT (1) : 11%VERY GOOD (2) : 29%

GOOD (3) : 24%FAIR (4) : 7%

48% 16% 7% 1%

31%3%

18-22 23-27 28-32 33+<18

0-1 TIMES 2-3 TIMES 4-5 TIMES 6-7 TIMES

OAKLAND RESIDENTS SURVEY

Yes 43%

No 57%

> >WHERE DO YOU BUY PIZZA FROM?

HAVE YOU HEARD OF PIZZA SOLA?

3%

27%

13%

20%

7%

7%

10%

13%

Pizza SolaVocelli'sMax FlavorDomino'sPizza BellinoPapa Da VinciPizza RomanoOther

CMU STUDENTS SURVEY

YES NO

HAVE YOU HEARD OF PIZZA SOLA?

WHY DO YOU CHOOSE TO NOT PURCHASE PIZZA FROM PIZZA SOLA?

DELIVERYHABITUAL BUYING BHEAVIORDO NOT KNOW ABOUT PIZZA SOLA

TOP 3REASONS

MARKETING FOCUS

SEGMENT

25-34 YEARS OLD

18-24 YEARS OLD

35+ YEARS OLD

TARGETING

18-24 YEARS OLD

WHY STUDENTS?

POSITIONING

For young adults looking to eat and drink with friends, pizza sola is the place to go because it provides pizza sola experience, which is the unique blend of “real.good.pizza” and “casual, exciting environment”

“ ”PIZZA SOLA EXPERIENCE

MARKETING MIX

PRODUCT PRICE PLACEPROMOTIO

NS

PROMOTION KEY INGREDIENT 1 “Buzz” = engaging + participative events

•BEER PONG NIGHT•PIZZA-BEER PAIRING NIGHT•COLLEGE FOOTBALL NIGHT•RUSH EVENTS

BEER PONG NIGHT

PIZZA AND BEER PAIRING NIGHT

SPORTS NIGHT

PROMOTION KEY INGREDIENT 2 eye-catching promotional items

Business Card


Gift Cards


Pizza Sola paper clips

PROMOTION KEY INGREDIENT 3 Reach prospects and customers through web or network

Marketing presentation_draft 1_incomplete

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