MARKETING PLAN PIZZA SHOP

Marketing Plan Pizza Shop

Executive Summary

The 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 Buy the Slice 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 Buy the Slice Pizza. Most gourmet-frozen pizzas are high in sodium, high in cholesterol, and high in fat. Because it is in the introductory growth stage, the frozen pizza market has the potential to be highly profitable.

Pizza Shop

Current Position

In order to determine the target market for Buy the Slice Pizza, we circulated a sociocultural characteristics survey among a group of adults in the York area. From our survey, we concluded that the members of the surveyed generation typically speak English, are married, have children, have graduated from high school, are Christian, and belong to large families with three or more children. According to a recent study, health foods appeal to an older and/or more upscale audience. The 40-plus markets have been described as a mounting segment of the population looking for healthy, low-calorie foods.

The 40-plus markets are growing an opportunistic market to tap into for premium food products. These facts parallel the information that we collected from our sociocultural questionnaire found in the appendix of this marketing plan, and are useful in our Buy the Slice Pizza launch, as they will prompt us to target a market of 40-plus individuals. Our questionnaire helped us to determine the culture and subculture, demographics, social class, and groups that influence our potential consumers.

We feel that Oprah's endorsement of our product will address any doubts that the consumer may have because she is seen as a trusted source. Eventually, we hope to have Oprah be to Buy the Slice Pizza what Jared is to Subway. The content of this particular strategy will be a pleasant appeal. We want viewers to feel good about them and to picture themselves with their ideal self-image. Our television commercial ad will be aired primarily between three and six on weekday afternoons. It will be aired at this time because the Oprah Show will be showing for part of this time, and women who watch the Oprah Show obviously think highly of Oprah and thus, trust her opinions. Such viewers are also members of our target audience of older teens and adult women. Due to the fact that our target audience is considered to ...