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Pizza.Marketing Planning Essay

7466 words - 30 pages

Table of ContentsSection Page1.0 Executive Summary1.1 Goals2.0 Market Outlook3.0 Situational Analysis4.0 Competition Analysis5.0 Product/Service Solution6.0 Target Market Analysis7.0 Target Market Segmentation Strategy8.0 Market Share9.0 Marketing Implementation Strategy10.0 Promotional Strategy10.1 Advertising10.2 Sales Promotion10.3 Public Relations10.4 Personal Selling10.5 Direct Marketing10.6 Merchandising Materials10.7 Media Alternatives11.0 Follow-through Strategy1.0 Executive SummaryPizza is a favorite food among many Americans. In fact, it is estimated that each United States citizen consumes approximately 20 pounds of pizza per year. Pizza is acquired primarily from restaurants and grocery stores. Grocery store pizzas are generally frozen, and provide for a quick, convenient meal that can be made at home. The healthy frozen pizza market is a contemporary and competitive market, which means that it will require advanced marketing and marketing communication.Sunny Inc is planning to introduce a pizza in the healthy frozen pizza market by developing a quality product derived from an immense amount of consumer input. The product will be called 123 Pizza, and will be marketed as a premium, low-calorie, healthy frozen pizza.1.1 Goals- Generate new income for Sunny Inc by increasing market share by 20% within one year.- Achieve a 40% trial of the target market.- Achieve 80% product awareness.- Become the number one frozen, low-calorie, healthy pizza in the market within 18-24 months.- Achieve sales revenues of $15,000.000 in first-year markets.- Achieve a 10% annual growth rate in real earnings.123 Pizza will achieve its goals by introducing a product that will provide a healthy, quality tasting, low-calorie, frozen pizza for consumers at a price below its competitors. The company wants to have an entry in the healthy frozen pizza niche that consumers regard as tasty and beneficial, while not burning a hole in their pockets.2.0 Market OutlookThe frozen food market segment is a highly developed, highly competitive market and is expected to continue to grow over the next several years. A recent economic recession has led to lower-priced frozen entrees over the past five years. Consumers have developed a purchasing pattern that could be critical to the marketing of 123 Pizza. Buyers appear to be drawn to convenient, low-priced frozen entrees over more expensive, low-preparation products. One of the fastest growing niches within the frozen food market segment is the snacks and mini-entrees niche. Items such as hamburgers, fries, chicken, small hotdogs, and pizza are rapidly being sold as single-serving items.The frozen pizza market category accounted for approximately $1.9 billion in retail sales in 2000. Several new niches are appearing within the frozen pizza category, which could affect the success of 123 Pizza. Most gourmet-frozen pizzas are high in sodium, high in cholesterol, and high in fat. Because it is in the introductory growth stage,...

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