"Real Tastes Better" Campaign

7/29/2019 "Real Tastes Better" Campaign

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Situation Analysis



Competitive Analysis

COMPANY Gino‘s East Lou Malnati‘s Pizza Hut

AVERAGE COST: $4-$5 more per pizza $1-$2 cheaper per pizza

$10 for any size pizza

MARKETS ITSELFAS:

―The Original‖ and―Legendary DeepDish Pizza‖

―The BEST deep dishpizza in the world‖

―America‘s favoritepizza‖

ADDITIONAL INFO: •Offers less pizzasize options•Operates 12

locations in theChicagoland area

Operates in 34locations in theChicagoland area

•Over 50 years of franchise experience•Significant market

share



Market Analysis

• The Chicago market‘s big pizzerias include Lou Malnati‘s,Giordano‘s, Pizano‘s, and Pequod‘s.

• Pizza chains (Pizza Hut, Domino‘s, Papa John‘s, etc)exist

throughout Chicago and offer a cheaper alternative

• ―‗Overall, the pizza business is faring OK, with flat sales of about$38 billion over each of the past three years‘, said Jeremy White,editor of Pizza Today. The pizza business has been treading

water while overall restaurant revenue sank.‖

• One of the greatest highlights of the pizza industry is its highversatility and customization for consumer preferences.



Key Problems and Opportunities

Key Problems

Low brand recognitionConsumer is unaware of brand and location

Confusion of Bacino‘s vs BellaBacino‘s.

Low personal involvement with brand

Key Opportunities

Provides a different feeling opposed to its competitors (traditional, family-friendly, relaxed environment).

Can be positioned as fresh and heart-healthy (Spinach Pizza was named

Heart Healthy).

Key Insights

People need to be educated on Bacino‘s history and what it is.

Bacino‘s needs to build awareness and clearly set itself apart from itscompetitors.



SWOT Analysis

Strengths•Good reputation (30 Years)•Health-conscious pizza

• Award-winning wine•Good reviews on Yelp

WeaknessesLong wait timeTwo brand names

Crust is ―bland‖ Social Media

Opportunities•Great locations•Rise in health-conscious consumers•Good standing w/ community•‖Good things are worth waiting for‖

Threats•High competition•BellaBacino‘s font restrictions •Competition has more options•Website is out-of-date



Target Market Profile

• Who: Men and women ages 20-40

• Location: Live in either the Loop, North Side of Chicago.

• Average Income: $20,000-$65,000.

• Education: College degree or higher

• Status: Single, couples, and families

• Lifestyle: Health-conscious people who care about what theyare feeding their bodies. People who are family oriented.They keep up with trends and are involved with thecommunity.



Objectives

• Marketing

• Increase presence in social media followers by 25%.

• Increase sales of Bacino‘s pizza by 10%.

• Establish top-of-the-mind awareness in 50% of the market by six months into the campaign.

• Communication

• Establish a connection between real ingredients and Bacino‘s.

• Increase overall awareness and brand recognition of Bacino‘s.

• Advertising

Build emotional connection with Bacino‘s.

Traditional, but fun and open place to be.



Strategies & Key Selling Ideas

Position Bacino‘s as the pizza and brand with the freshestingredients

Creating special partnerships/ using events to attract target

Highlighting any community service that Bacino‘s is part of Managing Twitter and Facebook pages

• Key Selling Idea:

Bacino‘s deep dish pizza is unique because it is made withfresh, natural and real ingredients.

It is different than the average pizza place—a Chicago familyowned business that has been around many years and trulyvalues its customers.



•―Real Tastes Better‖• Campaign



Slogan/Tagline Redesign

•From ―America‘s 1st Heart Healthy Pizza!‖ to―Real Tastes Better ‖

•Emphasize the use of actual real ingredients



Website Redesign

•Make more concise

•Update to have a more modern feel

•Better connection to social media (Facebook& Twitter)

•Separate Bacino‘s and Bella Bacino‘s intoTWO separate websites instead of four (separate identities)



Advertisement Elements

• Integrate new slogan with creative work•Red Eye/Insert Full-page Ad - copy that alsoemphasizes the use of real ingredients.

•Tribune Ad



E-Mail Lists• ―Join the Family‖ Cards

• Hand them out withbill

• Offers 10% off couponfor providinginformation

• Gives opportunity to

contact customers andget them to comeback withpromotions/deals/new

products



Partnerships• Whole Foods/Trader Joes

• Sell frozen Bacino‘s pizza

• Taste of Chicago/ Lincoln Ave.

• Green House Theater Center

• Flyers that recommend Bacino‘s

• Coupon with tickets

• DePaul University

• During events (Sports, Arts/ Performances)

• Coupons with Tickets

• Provide Pizza at Events



Social MediaUpdate Facebook• Contest• Use feedback/ CommunityInvolvement

Foursquare• Personalize page• Use to promote specials

• Virtual Loyalty ProgramTwitter • Post pictures on Twitter • Questions with incentives

• Keep Dialogue with consumers



Contests• Twitter

• Tweet featuring #freebacinos will be

entered to win a large pizza.• Facebook

• Quarterly Contest: Anyone who ―likes‖

Bacino‘s will automatically be entered towin any large pizza.



SEO

SEO Success Pyramid

Buzz/ Word of Mouth

Community

Typing in ―best pizza in Chicago‖ on Google leads us to many Top 25 lists frommagazines and blogs. Google Maps lists 7 pizzerias and BellaBacino‘s comes up 7th.We need to boost the SEO of Bacino‘s so that it comes up when typing in ―places for pizza in Chicago‖, ―deep dish pizza in Chicago‖, etc.

Keys to improving SEO

- Always monitor where Bacino‘s stands -Use keywords appropriately (behindimages will help)-Create a Site Map-Update content regularly-Use links on Social Media



Event Marketing

• We would like to have a ―taste test‖. Who‘singredients taste freshest or real ?

• This can be done at events that Bacino‘s isusually a part of (Taste of Chicago, Tasteof Lincoln Ave., etc.).



Sampling

• Samplings will take place outside of Bacino‘s.

• Hire one person for certain days duringOctober (National Pizza Month).



Guerilla Marketing

• Chalk Art

• Street Teams: handing out promotional itemsby cta, DePaul campus, etc.

• Pizza Tasting Comparison



Estimated BudgetChannel Cost

SEO $1,000

Newspaper Ads $8,000

Event $4,000

Digital $2,000

Partnerships $5,000

Guerilla Marketing $5,000

Total $25,000



Media ScheduleSep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug

Spot

Social Media

FacebookContest

Twitter Contest

EventMarketing

GuerillaMarketing



With a Higher Budget:

• A reservation app for phone or through

website.• An ordering app for phone or through website.

• Consultant for SEO.

• CTA Ads



CTA Banner

•CTA ―EL‖ Banner – Call to Action - ―getoff at Fullerton stop‖

"Real Tastes Better" Campaign

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