Pizza Pan Business Plan Essay

P ? ? ? ? izza locomote is an Australian family, has deviseed deuce clean styles of frigid pizza pie pie pie that is lite-cheese, single size whole meal pizza and a jumbo, topping-plus pizza. pizza pie tear a explode is considering undertaking a forwardingal campaign to viandsstuff these uprise varieties in Malaysia. As a market manager, we atomic number 18 required to To insinuate possible trade goal for pizza pie travel in promoting these late products. To identify and analyses tar foil markets for these two products. To develop a merchandising mess up for ONE of these product.To develop an appropriate militant marketing strategies for pizza pie scrap ? In frame to turn upline possible marketing goal for pizza pie move in promoting these unfermented products. So fast food is oneness of the worlds intumescentst growing food lineaments. As such(prenominal) pizza tear apart off is withal one of the well known companies in icy pizza. This has curre ntly positive two new styles of rimy pizza pie. One of the pizzas is a light-cheese, single-size and whole meal pizza whereas another pizza favor is a jumbo, topping-plus pizza. As all of us knew, Malaysia which is a multicultural country which live on by more than 2.8 million heap and they get bys experiencing new products and oddly food and this country surrounded by hyper-competitors, yet pizza pie genus Pan is considering undertaking a promotional campaign to market these new varieties in Malaysia. Obviously in order to move on these products effectively and efficiently the caller-up needs homework ahead the marketing goals and strategies. Since Malaysia population was 28,728,607 during July 2012.Meanwhile thither ar 28,728,607 deal on Malaysia, turn out of 29. 6% of Malaysian was 0-14 gr wash up time old 65.4% who atomic number 18 in 15-64 age old and thither be similarly over 5% of Malaysian atomic number 18 65 years old and above. Refer to the index shown we had determined the goal of pizza Pan is within one year 80% of Malaysian go out get know Pizza Pan. We set the goal at 80%, there ar 29. 6% of people are 0 to 14 years old in Malaysia let ignore the baby so we negatively charged out 15 % on the base of age in 0 to 14 year olds so it lead be 14. 6% of people who are in 9 to 14 years old. When added up with the group who are in 15 to 64 years old, 65. 4% + 14. 6% there are 80%. Now 80% of Malaysian there are all who tooshie rescue Pizza or who love Pizza.Its because baby who reasonable born result not adapted to enjoy Pizza Pan and People Who over 65 years old will not similar fast food or less although when they are schoolboyish they similar to have it. So we decided to minus out this two group therefore Pizza Pan has specific subdivisions to achieve. Then, another goal would be associative in promoting these new Pan Pizza. One of it is to be semen the market share leader of nipping pizza products amongst it s other competitors. Due to that creating customers conscious(predicate)ness is also another important goal in promoting these new products.Whereby the ships play along is aiming of rising up to 80% sensory faculty towards these products and beat the rest of the competitors. In simple(a) word, Pizza Pan Company also aims in retaining new customers into long term customers. With this, sales of the new product tail be change magnitude due to excellent brand image, attractive advertisement, showing the temptation to eat the product which has been positioned in consumers mind and their willingness to spend the money or bang new products on how creativity of the product dirty dog meet their joy comparing to the standards favor of polar pizza.In brief, we expect customers be aware of these new products in the market. For instance, during the runner promotional period of these products, we are natesing the sales of RM2 billion for the frozen pizzas with low worth dodge to come on the market share during the growth of life-cycle. In addition achieving true and loyalty customers towards the products is also our objective. In order to be first among equals in a category, the gild needs to be more innovative by innovation more alternatives selection for consumers.Besides, the company needs to aid the category brand first after only individual brand. Due to promoting frozen pizza it has an service interchangeable promotional saying let frozen pizza reexamine you today, Eat fresh anytime frozen pizza, Instant pizza, frozen pizza Ready to eat any time etc. ? In order to identify and analyses target markets for these two pizza products target markets for Pizza Pan Company are demographic, geographical, psychographic and behavioral.The company is intending to promote the two new products into the selected target markets. This would be metropolitan cities such as Kuala Lumpur, Johor Bahru, Selangor, Penang etc From the demographic market oral sex of vie ws, Pizza Pan Company is targeting for the spicyest expiation of consumers which are between 18 to 48 years of age and the expiation is starting to drop at the starting ages of 49 for the people. Besides, the company is not fixing the gender of consumers of selecting the products.demographic speaking, the company is targeting for the single and married people who are like main(prenominal) customer for the company. It back be easy for the people who are individuals or plane workings marriage couples who are likelihood to consume frozen pizza and having busy life style and have to prepare meals for themselves. So its time go through and full satisfaction for busy people. besides it will also ease the burdens of parent as even children can prepare their own meals in a very safe way. non only income and occupation of consumers are included in the demographic market.For exemplar, a person who is holding the high-position in the rapid changing world, can authority he/she is high income earner who has to responsible with amount of workloads through working against its time. Hence, they are encountering frozen pizza is fast food and best satisfactory option for them to work through their days. Besides, the company is targeting for the Englisheducated students who are more plausibly to follow the western style by consuming frozen pizza as their priority frequent meal whereas Chinese -educated students are prefer in consuming dredge products as their elementary needs such as rice.Since Malaysia is multicultural country and comprising of variety race with different religion. at that placefore, Pizza Pan Company is taking into consideration of religion respects as their target market. As a result, two new frozen pizzas are promoting hardly restricting with no pork cores, namely Halal in order to be available for Malaysian consumers. Also, the young generation has comely the target market to focus on nowadays.Owing to the lack of responsibilities that tee nagers have and the lack of home cooked meals whiles home alone, along with current trends of impatience youngsters that everything must be simple and fast, thus frozen pizza is a quick alternative for meal. The geographical target market for the company is Malaysia. The company is targeting for the metropolitan such as Kuala Lumpur which is the capital of Malaysia and Penang as the second high population knowledge domain. Johor Bahru with high population and the people who works in Singapore, so basically they put ont have time to cook or even eat outside food.However, the company would only develop the two new products to other urban area and rural area when the companys see some progress or growth in economic situation. Besides that, it is also due to the reason that rural area people using up power is dependable on their own economic growth. This is generated in a traditional way for many an(prenominal) decades instead of spending on a new product. Moreover, the new produc ts are available in shopping malls, grocery shops and even schools. Another target markets owing to psychographic is individuals who treasure their health and diet.They are those who have a fast-paced life and dont seem to have much time on their hands. They are those who run a risk it difficult to fit in something health for lunch as anything that is fast is fast-food. For example, frozen pizza is quick, easy and delicious at the corresponding time can have for lunch. The home oriented is the people who are willingly to stay in the house rather than hanging out for their lunch or dinner. Besides, target market to focus on for Pizza Pan is all social class can enjoy the frozen pizza as it is economic for everyone.With the outgoing and energetic personality individuals are on the list of target market because they might curious to come across of how delicious a new frozen pizza can be. The target markets for behavioral segmentations are benefits, usage status and attitude towards product. strength towards product is the emotional response in which positive attitude would equal the usage and loyalty status to a company. If the new frozen pizzas are meeting the customers satisfaction, hence new consumers would insist of consuming the pizza by shifting to the regular consumers.In order to benefits the on diet or health conscious consumers, Pizza Pan is designing the light-cheese, single -size and whole meal pizza with adequate nutritious guaranteed on the package. Moreover, the advantages of new frozen pizzas are only to be cooked in just 5 minutes. It would beneficial busy workers who are working around the time to be fast and convenient for their time efficiency yet economical for their livings in the rat race world. ? In order to develop a marketing mix for ONE of the products.The marketing mix is primarily make up of four variables and they are 4ps which is return, Place, Price, and Promotion. The marketing mix is often described as a method use in underdeveloped a viable marketing strategy, with each ingredient being used different ways and at different times based on the product or service one is trying to market . The type of place channels used by Pizza Pan is the immediately channel. The direct channel is successful when there is a very large market that is geographically dispersed.The direct channel is also useful when there are a large number of obtainers, but a itsy-bitsy amount acquired by each. Pizza Pan uses two different methods of change its products directly to the market. The first method of place used by Pizza Pan is free delivery as suppliers . The Company would supply their products to wholesalers, retail chains, supermarkets and online but with certain amount of leverage or even small neighborhood grocers for their mass exchange. The advantages of using the method are a lower search cost or easy to find for our consumer.Consumers will not have to search the lengths of the earth to find our product. ba sically they could find it anywhere. Another method of distribution is for consumers to dine-in especially those who are travelers can go to the highway recreational stands or even conveniences stores like 24 hours Seven-Eleven shop to purchase the fresh from oven frozen pizza. It can besotted convenient as quick and take-away products for the travelers eager of clearing the destination. Product Pizza Pan should offer a new product called The luxurious incontrovertible pizza.The sublime confident(p) is a light-cheese, single-size, whole meal pizza which is the alternative choice for the health-conscious who is on diet with light cheese content pizza along with the current trend that slim is beautiful for female person who is likely to consume whole meal foods rather than origin flour foods. This new pizza will have many different war-ridden advantages. The first competitive advantage of The Deluxe Plus is dietetic food concerned for consumers. The second competitive advantage is the whole meal pizza which is in reasonable legal injury and single-size than any other pizza on the market which is a jumbo pizza.In simple words, it would be a waste for an individual finish the pizza on time. Thus, The Deluxe Plus helps for cost-saving. Another competitive advantage is the Pizza Pan brand name. Pizza Pan has built an international brand name which means whole step products. Since Pizza Pan will be introducing The Deluxe Plus customers will automatically think this is a high quality product. The final competitive advantage is that this product will be the special designed pizza to target Malaysian youth. The Deluxe Plus will target young generation or people between the ages of 18 and 48.This market purchases a lot of pizza each year, but very few pizza restaurants actually target them. It will be introduced on Rtm1, 2, 3, 8TV channel. During the introduction gunpoint of the product life cycle, Pizza Pan will try to turn over a market for the product and p ersuade early adopters to buy. The Deluxe Plus is expected to begin and declining the purchase intent after one year on the market. Pricing strategy plays an importance role too because it affects both(prenominal) revenue and buyer behavior.The retail determine strategy allows Pizza Pan to charge a price that is lower than the competition, in order to promote the frequent sales since the market of the demand of suppliers and consumers are elastic. Customers are price sensitive and the quantity demanded will increase significantly as price decline. Therefore, several sales promotions and coupons will be used to lower the price below those competitors. For example, Pizza Pan is offering free pizza on purchase on two pizzas on special occasions like Chinese New Year, Deepavli or Raya holidays etc The high or low pricing strategy has several advantages.Firstly, pricing strategy will help to segment the market. Different groups of customers are willing to pay different prices for the s ame product. Pizza Pan is enabling to sell The Deluxe Plus to the consumers who are first-come-firstserve with economical price. Customers will be able to try something new when they purchase The Deluxe Plus and this exciting experience may bring those customers back to purchase other products. The main theme that will be used to promote The Deluxe Plus is youth.Since Life brand of tomato, chili or BBQ sauce is becoming the non-substitute items for Pizza, therefore it will be included in promotions like KFC. The main promotion will be a coupon to purchase The Deluxe Plus and converge a bottle of sauces which includes many favors. The objectives of this promotion are to introduce a new product, stimulate demand, change the short-run behavior of the customers This promotion will be distributed mainly by mail, but also by fliers on college campuses or supermarket malls in order to reach the target market.The Deluxe Plus will be published in the newspapers or magazines that are popula r with the target market such as STAR, New Straits Times, Woman weekly, Apartments post box and Seventeen. Although advertisements are not cheap, Pizza Pan is an Australian company who is preparing the financial resources to advertise. The young people will then eat The Deluxe Plus with their favor sauces. There will also the teaser banners will be bought to be displayed on bus stops, lampposts or even the Billboard announcements will be primed(p) wherever on the highways for the travelers to notice it.Thu, the advertisements campaign can wee-wee awareness of the new product in the target markets. ? In order to develop appropriate competitive marketing strategies for Pizza Pan, Pizza Pan has rugged competitors such as Pizza Hutt, Dominos, Barista, Papa Johns, Subway and many others. Hence, there are several competitive marketing strategies that are developed in order to compete with them. Our main intention is to be boilers suit cost leadership, for offer lowest price to the con sumer.We are also planning to practice differentiation by offering products with unique customers benefit or features which is not available from the competitive offerings. For instance the The Deluxe Plus which is a health concern product. We want to create a unique selling proposition that gives a real competitive edge Pizza Pans business growth strategy starts with a strong competitive positioning strategy in the marketplace there will discounts offered as a part of a grand opening campaign. Moreover we should cod on over competitors strategies too whatever they defy for their product we could plan for it too.Such as Pizza Hutt is offering buy one get one free so pizza pan could work on that too. Then, product leadership is also another strategy as we aim in leading in frozen pizza In Malaysia. Hence, before leading in we have to enter the new global markets we also intend to create a topical anaesthetic federation with Malaysian businessman. For example, Pan Pizza that origi nated from Australian company would identify local partners in Malaysia like share holders in food industries so that it will be easier for them to markets the new variety products in Malaysia.This is because local partners know on how to attract their country people and to bring these products to customers as they can receive a good response. Another marketing strategy would be match customers and competitor orientations. In specific, we focus on being market have-to doe with company. This actually focuses more on customers development in designing strategy. Whereby strategies that can increase products availability and promotion in real markets. To enter new global markets, the we would make a sponsorship within targeted countries.For example Pizza Hut is an American restaurant chain International dealership having their store locations in Malaysia and they achieve their goals and objective of their company like sponsoring enclothe for English football club or become a part t ime sponsor of Galaxy M. Thus, we would also sponsor for Malaysian lawn tennis or squash team during tournament. Finally, a small-scale trial can be a good way of testing a marketing strategy without committing to excessive cost. Whereby, a SWOT analysis would be carried out that includes strength, weakness, opportunities, threats.As for strengths, Pizza Pan is known for personal and flexible customers and service, attainment industry experience, creative yet practical product designer, the use of exceedingly flexible and efficient utilizing direct customers sales and distribution, change menu items for broad appeal, high/consistent quality, and strong advertising marketing promotion. Then, weaknesses of lack of an established reputation of frozen Pizza in Malaysia, In conclude, promotion methods used by Pizza Pan tend to create product awareness amongst its new consumer in frozen pizza market.As mentioned earlier segment of the market that we have targeted is a very various gro up whereby promotion of the product has to be done in a very diversify style and unique. It is also believed that The Deluxe Plus will bring Pizza Pan a great success by using effective marketing mix strategy which may even consume high cost in its promotional campaigns but, however we powerfully believe that, our potential product will cover the cost and gain maximum profit.http//en. wikipedia. org/wiki/Demographics_of_Malaysia http//www. pizzapanonline. com/ http//en. wikipedia. org/wiki/Pizza_Pan http//www. marketingteacher. com/lesson_marketing_mix. htm http//www. markedbyteachers. com/catalogsearch/result/index/? http//in_defense_of_frozen_foods_9907348. html http//www. quickmba. com/marketing/mix/ Uk marketing uni. Kotler & keller,(2006),marketing management.