Download Promotional campaign for pizza pan foods in Malaysia

Promotional campaign for pizza pan foods in Malaysia
INTRODUCTION
It is undeniable that, fast food is one of the world’s largest growing food types. As such Pizza
Pan is also another well known fast food which is more unique than the rest. Pizza Pan is first
introduced in Australia which has currently developed two new styles of frozen Pizza. 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, Pizza Pan is well known in many countries for its
delicious meals and quality service. Hence we have decided to promote it in Malaysia which is a
multicultural country that loves experiencing new products, service and is a country surrounded
by hyper-competitors, yet Pizza Pan is considering undertaking a promotional campaign to
market these new varieties in Malaysia. Obviously in order to promote these products
effectively and efficiently the company is vigorously planning ahead the marketing goals and
strategies.
GOALS FOR PROMOTING
To start off with, there are various goals associative in promoting these new Pan Pizza.
One of it is to become the market share leader of frozen pizza products amongst its
other competitors. For instance, during the first promotional period of these products,
we are targeting the sales to be hit that is to reach RM3.5 billion, double turnover in 12
months and maximize the value of business for the frozen pizza’s with low price strategy
and with high customer satisfaction in order to gain the market share during the growth
of life cycle.
Then, creating customer’s awareness is also another crucial goal in promoting these new
products. Whereby the company is aiming of rising up to 80% awareness towards these
products and beat the rest of the competitiors.In other word, Pizza Pan Company also aims in
retaining new customers into long term customers. With this, sales of the new product can be
increased due to excellent brand image which has been positioned in consumers mind and their
willingness to experience new products on how creativity of the product can meet their
satisfaction comparing to the standards favor of frozen pizza. In brief, we expect customers be
aware of these new products in the market.
In addition achieving true and loyalty customers towards the products is also our objective.
Whereby, we aim to switch consumers mind from a competing brand to the Pan Pizza product.
As such, in order to be “first among equals" in a category competing with other well known
company, we have decided to be more innovative by designing more alternatives selection for
consumers. To elaborate further, company has decided to promote the category brand before
the individual brand. For example, there are two category of pizza, which is either frozen pizza
or non frozen pizza.Thus, for the success of company and to achieve our goals, we will
emphasize on the advantages of frozen pizza by promoting in a way by saying “let frozen pizza
cheer or refresh up you today”. We believe with this, consumer’s negative perception towards
the product could be deviated and also gives opportunities for Pizza Pan Company to emerge
into frozen pizza market by developing two new frozen pizza products to the consumers such as
a light cheese, single-size yet whole meal pizza and a jumbo, topping-plus pizza as to be
outstanding in the competitive market.
Not forgetting, Pizza Pan also aims in being concerns towards consumer’s health or in other
word, very much health conscious .Normally, consumers are considering frozen pizza fast is less
nutritious than fresh food. As such, the company aims in promoting that frozen Pizza is
beneficial and not harmful to health as it only has little cheese that will not be fattening and
jumbo pizza with healthy toppings such as, pineapple, mushroom, onions and others. Our
frozen food packagings are more dependable as the nutritional claims are available on the label
comparing to unlabelled fresh-cooked pizza.
Another goal of our company is that to change consumers’ belief and attitudes. Obviously it is
never an easy task as to ensure consumers are selecting the precise products. For example we
as the marketers, aims in changing negative attitude of consumers that assumes cooking from
fresh ingredients pizza shows more loving care than preparing the frozen pizza. Nevertheless, in
the hypercompetitive world, majority of consumers are from the income group and are finding
it tough to prepare fresh cooked meal as it consumes time. Therefore, Pizza Pan is targeting of
establishing the “heat and eat” pizza for the conveniences of the consumers. In within few
seconds, workers who are racing against time can just enjoy fresh pizza from oven. In brief, we
want customers to believe that, frozen pizza is a healthy meal that can be enjoyed anytime.
Furthermore, the company’s objective is to increase consumer’s purchase intention and
provide free tasting to consumers. For example, Pizza Pan is focusing advertising objective
throughout surveying consumers and establishing a rate of response to the question as well
as “Do you plan to buy a frozen pizza this week, Do you like it and others?” After surveying,
company would launch the advertising campaign of new products in order to distinguish if
the activity can bring the effects to the purchasing rate of new frozen pizza. Moreover, new
products would meet the market penetration after launching. In order to maintain the
purchase intent, company has decided to convert short term product users into long term
customers by offering free tasting of frozen pizza from oven to customers.
Lastly, the marketing goal of the Pizza Pan is becoming a major supplier in the frozen industry.
The Pizza Pan Company is enabling to offer free delivery with “a free frozen with pizza taste” to
the wholesalers and retailers in increasing the sales. This means we aim to stand firm in both
customer and business market.
TARGET MARKET
Moving to the next strategy in promoting these pizza’s are by analyzing the target market
which ensures that available budget is being utilized effectively by investing in ways to reach
best potential customers with enough frequency to influence their buying decision. First step,
Pizza Pan has decided that Instead of sending an offer to a large, generalized group of people,
our company has realize that it is much more effective to tailor our products to a selected
target market segment. Thus, our company has conducted market segmentation referring to
few bases to approach target market such as demographic, geographical, psychographic and
behavioral.
From the demographic market point of views, Pizza Pan Company is targeting for the highest
consumption of consumers which are between 13s to 40s years old. Besides, the company is
not fixing the gender of consumers of selecting the products. Company is also targeting for
the single and married people who are likelihood to consume frozen pizza. It will also ease the
burdens of parent as even children can prepare their own meals in a very safe way. Not only
that, income and occupation also matters as normally high income earner are busy with tight
schedule and faces workloads thus they could enjoy meal without dining in and paying all the
service charges. Hence, encountering frozen pizza is fast food and best convenient option for
them to work through their days. Not neglecting, we are also targeting relatively towards low
income group so that even they can enjoy the Pizza Pan in a very reasonable price. Besides
that we are also targeting on customers from different ethnics to appeal their taste. For
instance,, targeting the English-educated students who are more likely to follow the western
style by consuming frozen pizza as their priority frequent meal whereas Chinese –educated
students are preferred in consuming flour products as their elementary needs such as rice.
We are also promoting frozen pizza but restricting with no pork contents, namely “Halal” in
order to be available for Malaysian consumers. Also, the young generation has becoming the
target market to focus on as the current trends of impatience youngsters that expects
everything to 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 city such as Kuala Lumpur which is the capital of Malaysia and Penang as
the second high population area including other undeveloped states. However, the
company would only develop the two new products to other urban area and rural area in
accordance to the sales rate which is showing the response of new consumers. Besides
that, it is also due to the reason that rural area people are more dependable to their own
agricultural consumptions which is generated in a traditional way for many decades instead
of spending on a new product.
Another target markets owing to psychographic is individuals who value their health and diet.
They are those who have a fast-paced life and don’t seem to have much time on their hands.
They are those who find 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 same time can have for
lunch. As for people home-orientated and dislikes to hang out for lunch and dinner frozen pizza
is the alternative choice for them or appropriate for the night oriented person who is hard to fill
up his or her starvation in night time. Besides, target market to focus on for Pizza Pan is all
social class can enjoy the frozen pizza as it is economical for everyone.
The target markets for behavioral segmentations are attitude, usage status and benefit towards
product. Attitude towards product is the emotional response in which positive attitude would
affect the usage and loyalty status to a company. If the new frozen pizzas are meeting the
customer’s 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 clocks
to be fast and convenient for their time efficiency yet economical for their livings in the present
world.
Our company also has developed target market selection for a concerned marketing effort. In
order to evaluate and select potential target market, we as manager has research the
‘demographics’ of the market, and divide it into market segments such as age, gender,
education, ethnic and income. As we know for the age segment, consumer needs and wants
tend to change with age and they may still wish to consume the same types of product.
Therefore, our marketers design, package and promote our products differently to meet the
wants of different age groups. It is found that the target customers ranged from the teenager to
middle, 13s to 40s, who were the loyal customer of Pizza Pan and yet supported the newlyinvented pizzas. It is hoping that the age group of the target market can be extended to 60
years of age. If our company can find ways to target their efforts to that age group, we may be
successful in capturing a bigger share of the market. We have put consideration on target
customers’ purchasing process such as how do they make their purchase. For example, our
company has made a promotional sales event in shopping mall to let people get known of our
new products. The products are made available in almost every groceries shops and shopping
malls for their convenience. Our company has also reached the targeted market effectively at
an affordable cost with the correct application of media such as newspaper and television.
Survey is also carried to identify customer’s needs and classifying them according to their
needs. These groups are main market segments. We will also focus on a manageable number of
segments to avoid overstretching of resources. Then usage of 'rolling' promotional cycle will be
practiced, for example, concentrating promotional activity on a different segment every three
or six months and choosing a time period for the 'cycle' appropriate to business. In this way we
can still cover several market segments but achieve a greater return on effort by focusing on
one segment at a time. To sum up, we will select target markets based on its profitability,
atractivess and potential to grow.
Next step, our company has also used positioning in target marketing. But what is positioning?
It simply refers to the consumer's perception of a product or service in relation to its
competitors. The main question raised in our mind as marketing managers are, what is the
position of the product in the mind of the consumer? Hence, first competitive advantage is being
identified to serve customers better.Whereby, our product is much more health concern than
other fast foods like McDonald. Service differentiation is also practiced. For example, we are
delivering pizza without any additional charge whereas other fast food that delivers food
expects delivering fees such as Pizza Hut, that charges RM2 to RM3.We have conducted a
research in order to know exactly people who might be interested in buying our products are
like, and how many of them there are. We then make some projections about the target
market, in terms of how much of products consumers might buy, and how they might be
affected by trends and policies. We have also conducted a survey with our current customers to
have a better understanding on their attitude regarding the company’s new products. We have
thrown some specific questions that are directly related to our products such as why they
bought our product and what they like and dislike about it. For instance, if we plan on selling
and introducing fast food products, it is essential for us to know how often potential consumers
purchase the product and their price sensitivity in order to gain profitability in sales. This will
eventually give our company a ‘niche’ that we could capitalize on, and expanded our market in
a way that other competitors could not take advantage of. Our seating area will be clean and
the overall ambiance of the place will be pleasing to the senses. The food will be good and the
service, friendly and fast. Moreover the ambience and décor of Pizza Pan Outlets are good and
spacious. It has also customized birthday party invites with different themes for customers to
choose. To sum up, we are planning to achieve in positioning as the fastest serving pizza outlet
and quenching the hunger. For people looking for a fast, friendly, and tasty lunch, we produce a
quick meal.
MARKETING MIX
The marketing mix is primarily made up of four variables and they are product, place, price, and
promotion. They are described as a method used in developing 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. In other word right product should be sold at right price in the
right place by using appropriate promotion.
As for product based, Pizza Pan is offering a new product known as “Healtho Pizza” " which is a
light-cheese, single-size, whole meal pizza that is the alternative choice for the healthconscious who is on diet with light cheese content pizza along with the current trend that “slim
is beautiful” for female who is likely to consume whole meal foods rather than origin flour
foods.. The first competitive advantage of "The Healtho Pizza" is dietetic food concerned for
consumers. The second competitive advantage is the whole meal pizza which is in reasonable
price and single-size than any other pizza on the market which is a jumbo pizza. In other words,
it would be a waste for an individual finish the pizza on time. Thus, “The Healtho Pizza” helps
for cost- saving. Another competitive advantage is the Pizza Pan brand name. Pizza Pan has built
an international brand name which means quality products. Since Pizza Pan will be introducing
"The Healtho," customers will automatically think this is a health conscious product. This
market purchases a lot of pizza each year, but very few pizza restaurants actually target them.
"The Healtho" will be introduced on every channel. During the introduction stage of the
product life cycle, Pizza Pan will try to establish a market for the product and persuade early
adopters to buy. During the growth stage, Pizza Hut will try to build sales and develop a
preference for the product. Pizza Hut will try to seek differentiation during the maturity stage.
"The Healtho" is expected to begin and declining the purchase intent after several years on the
market. To explain further, we are offering extensive menus of Pizzas and Italian Cuisine
entrees that are affordably priced for the local community especially median family income
people. The menu includes a number of pizza toppings including pepperoni, sausage,
mushroom, ham, spinach, pineapple, bacon, specialty cheeses, and others. Not forgetting, side
dish such as salad, pasta, buffalo, wings, breadstick, and garlic bread will be given out for free
depending on the menu and day.
The restaurant will also offer its patrons an expansive line of beverages including bottled water,
fountain sodas, beer, wine, and spirits. The Company will also ensure the proper procedures for
serving alcohol at the Pizza Restaurant establishment. A good product also makes its marketing
by itself because it gives benefits to the customer. In placing our product within a market, our
company has taken consideration on the product design and ensures that the design will be the
selling point for the organization whereby Pizza Pan has differentiated r products with design,
packaging and services in order to compete with other competitor’s products who offered the
same benefits. For instance, we have made some difference on the design of our products to
look attractive to consumers, which was a decisive advantage for us in promoting new
products. In food business, products often differ only by packaging. Therefore, it brings
advantage if our packaging has provided a better appearance and a convenient use to
consumers. We have also decided to design our packaging into environmental friendly products
whereby consumers can recycle it to reduce wastage. In services wise, we have provided an
information services such as toll free call for customer’s enquiries about the products. This has
yet gives customers a better understanding of our products details.
Pricing is also another crucial strategy as it affects both revenue and customers
behaviour.Normally customers are price sensitive and the quantity demanded will increase
significantly as price decline.Therefore,Pizza Pan Restaurant will operate with great economic
stability to ensure people are enjoying the cuisine with low pricing point. For instance, several
sales promotions and coupons will be used to lower the price below those competitors.
Whereby, Pizza Pan is offering promotional discount in short-term by stimulating sales with
discounted price or even suppliers who are buying in bulk can get discounts from the
company.Moreover,different groups of customers are willing to pay different prices for the
same product. Here, Pizza Pan is enabling to sell “Healtho Pizza” to the consumers who are
“first- come-first-serve” with economical price. Secondly, pricing strategy will also create
enthusiasm as retail prices will be competitive at about $6 for the average meal. This is about
30% above McDonald's and Burger King prices, but only about 15% above the average price of a
Subway sandwich. Customers are simply going to pay less for healthy, flavorful food served in a
clean, comfortable environment besides experiencing the “The Healtho". We believe that, this
exciting experience may bring those customers back to purchase other products which are
reasonable in price. There will also be no tax payment and delivery charged imposed on
customers as the company takes the full charge of paying it.Normally,all the fast food outlets
are expensive as customers are required to pay high tax, Like McDonald and Pizza Hut that
more than RM1.
The type of place channels used by Pizza Pan is the direct channel. The direct channel is
successful when there is an extremely large market that is geographically dispersed. The direct
channel is also useful when there are a large number of buyers, but a small amount purchased
by each. We will be using two different methods of selling products directly to the market. The
first method of place used is free delivery as supplier’s .The Company would supply products to
wholesalers, retail chains and supermarkets or even small neighborhood grocers for their mass
selling. The advantages of using this method is a lower search cost for our consumers.
Consumers will not have to search the lengths of the earth to find our product. Basically 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
mean convenient as “quick” and “take-away” products for the travelers eager of reaching
the destination.
To market our products , promotion is also another essential part that plays an important role
in marketing activities as it is used to communicate with consumers regarding Pan Pizza
organization and be aware of the Pizza with light-cheese, single-size and whole meal pizza. The
main theme that will be used to promote "The Healtho Pizza” is healthiness. Since Life brand of
tomato, chili or BBQ sauce is becoming the non-substitute items for Pizza, therefore it will be
included in "The Healtho" promotions. The main promotion will be a coupon to purchase "The
Healtho" and receive a packet of sauces which includes many flavors. The objectives of this
promotion are to introduce a new product, stimulate demand, change the short-term behavior
of the customers, and encourage repeat or greater usage by current 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 Healtho Pizza" will be published in the newspapers or
magazines that are popular with the target market such as STAR, New Straits Times, Woman
weekly, Galaxy and Seventeen.. There will also the teaser banners will be bought to be
displayed on bus stops, lampposts or even the Billboard announcements will be placed
wherever on the highways for the travelers to notice it. Moreover, sponsorship also plays an
important role like Pizza Pan in Australian Company sponsors having their company branches in
Malaysia. For example, Malaysia Australia Business Council become an essential part that
makes local Malaysian and sponsors trust with their products and give effective feedback.
Besides that, Pan Pizza also intends to do sales promotion through appropriate case studies that
lead to successful sales promotion. The most common sales promotion activities include
temporary reduction in price. This shows when Pizza Pan new variety products price goes
down, the customers will see more value at given price.. For example, price pack offers
consumer’s saves regular price of products like price packs can be single packages sold at a
reduced price. This can be said (such as two for the price of one) like a lite cheese, single- size,
wholemeal pizza and a jumbo, topping- plus pizza for the price of one so that consumers can
taste both products and increase their company sales profits and enrich with customers. This
shows price packs very effective even more so than coupons in achieve a good sales. other than
that, public relation also play an important role like Pizza pan Company can build a good
relations with the company’s in Malaysia like Domino Pizza and Pizza Hut so that can obtain a
favorable publicity, building up a corporate images among other Pizza Company branches or
outlets and handling or heading unfavorable rumors, stories and events. Furthermore, public
relation also an important tools for a firm like Australian Pan Pizza Company outlets in
Malaysia. This is because media, government, investors, society, stockholders and suppliers
contribution needed to promote these two products. For example, dealing with favorable
public relations like safety control of the fast food and quality control approve by Halal. Besides
that, direct marketing called as direct connections which targeted individual consumers to both
obtain an immediate response. For example, use of direct mail, the internet, television, and
other tools to communicate directly to consumers. Pizza Pan will create online marketing
example, post through a website. Moreover, to promote these two products direct marketing
become strengths that message can be customized and prepared quickly and reach customers
faster. Other than that, direct marketing methods for these two Pan Pizza products through a
catalogue like “Healtho Pizza”. As I mentioned earlier television become an effective direct
marketing tool as can get direct response from television marketing. This is because, normally
fast food advertisement through television absorbs by younger generation mind and later on
they might feel to spend their lunch or dinner over there. The chairs will promote our products
on the national level. In order to reach our local customers, and build loyalty, we will offer
special mid-day promotions, sponsor local community events, advertise in the local classified
paper, and our President will become a leading figure and spokesman in the community.Our
strategy is to focus on promoting the business through local PR efforts, rather than paid
advertising.advertising, direct marketing, exhibiting at trade fairs, PR or marketing on the
web.We will also give out free samples of The Heatho Pizza at shopping malls and various
places. To sum up,our company has specific blend of advertising,public relations,personal
selling,sales promotion and direct marketing tools in order to promote this Pizza
COMPETITIVE MARKETING STRATEGY
Moving to the last task Pizza Pan has tough competitors such as Pizza Corner, Dominos, Barista,
Papa John’s, 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 overall
cost leadership, maintain an extensive marketing campaign that will ensure maximum visibility
and to even offer lowest price to the consumer. 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 ‘Healtho Pizza” which is a health
concern product. We want to create a unique selling proposition that gives a real competitive
edge Pizza Pan’s business growth strategy starts with a strong competitive positioning strategy
in the marketplace.As mentioned earlier,there will discounts offered as a part of a grand
opening campaign.As the franchise manager,we will also hire local public relations firm that will
promote reviews and articles about the Pizza restaurant, its cuisine, and relevant hours of
operation and pricing.Information will be spread regarding the latest styles through flerys,local
newpapers and advrtisements For instance,company hires someone to help out in passing the
fyers in the neighbourhood .The flyer would also contain menu, phone number and website
URL. The top of the flyer will also outline the biggest benefits and differentiators compared to
other franchise food. For example, if we offer healthy pizza options you can say something like,
"Pizza Pan only pizza shop to offer healthier pizza options like whole wheat crust, reduced fat
cheese and low sodium tomato sauce.Then,we will hire web designer to update the website
with latest menus and information regarding pizza’s that are introduced as.Another crucial
strategy is that,we would offer online ordering system which means customesr can order
online and they will gain coupans and discounts that are ‘web specials’.
Focus, is also another strategy as we concentrates on narrow segments .We have been
emphasize of quality and benefits or inother word value dispilie as we practice operational
excellence which means being superior in price and convenience.As mentioned earlier,we aim
in tailoring products and services to match the needs of our customers. Then,delivering Pizza to
home will definitely be a part of marketing strategy be the best pizza delivering company n the
world and provide incompromisable product quality which means by offering customers the
highest value for money and giving services that is friendly,warm and personal(stress mainly
on dining experience and ambience. Better customer service can be a low-cost way of keeping
customers, boosting sales and building a good reputation.
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 local partnership with Malaysian businessman. For example, Pan Pizza that
originated 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.
We will also practice market leader strategies. Which means we as leaders and large market
intends in expanding the total demand by attracting new users from those unaware of the
products. To make a franchise succeed, first and most importantly we will have commitment
together with 100% support from well-trained customer oriented staff. For example, we as
managers will work long hours, be dedicated to establish outlet and communicate with young
staffs that plays an essential role in the industry. We believe that, without the there is no
business and normally staffs are the first to be consulted because they know what is going on in
their section of the business and how it can be improved so that even those at the ‘bottom of
the ladder’ e.g. cleaner, know what the business is about, where it is going and how she can
have an input. After all, the cleaner usually hears what is going on in the various departments.
There will also be continues innovation that creates an opportunity for customers to be aware
of our product.Such as participating in community events to help spread the word about our
business. We would always be updated with local chamber of commerce to see what types of
events and festivals there are in city. For example, if city holds an annual "Taste Fest," this is a
great opportunity to market pizza business to a large group of customers. Sponsoring a local
conference or charity drive can also help you increase your brand presence in your local area.
Moreover, the sales of Pan Pizza can be increased by improving the company branches or
outlets in Malaysia. For example the Pan Pizza Company can work with local Malaysian
partners to customize everything from product taste, their restaurant decoration and
marketing to ensure the offering is tailored to local Malaysian tastes and preferences.
Another marketing strategy would be balancing customers and competitor orientations. In
specific, we focus on being market centered company. This actually focuses more on
customer’s development in designing strategy. Whereby strategies that can increase products
availability and promotion in existing 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 franchise having their store locations in Malaysia and they achieve their
goals and objective of their company like sponsoring shirt for English football club or become a
part time sponsor of Galaxy M.Thus,we would also sponsor for Malaysian tennis or squash
team during tournament..
Retaining And Developing Existing Customers is another crucial strategy as once acvieved a
reasonable number of customers we are aware of focusing only on developing new customers as
a means of growing sales. This runs the risk of neglecting your existing customers. Clearly you
need to look for opportunities to develop new customers, but a balanced approach is
needed.Retaining and developing more sales from existing customers should be the first
priority, Developing more sales from existing customers is less costly than obtaining new
customersKeep up to date with changes in customer preferences and buying patterns, and the
seemingly relentless changes in technology and other external forces. If you do not make the
effort to move forward constantly, your competitors will steal your market share, your biggest
customers, or your intended new market before you have a chance to do anything about it.
Anticipating competitors’ actions and reactions to our moves may be the key determinant of
success for marketing strategy. Therefore, as a marketing manager, we have developed this
strategy in strengthening our organization structure. For instance, one competitor has cut
prices and undermining our pricing strategy. Another may decide to offer new products and
services, possibly over the Internet that has the potential to completely undermine our existing
strategy. This shows that if we are well-aware of the competitor’s every moves in time, then we
will have the confidentiality to deal with them.
Another important component of Pizza Pan’s marketing strategy in coping with other
competitors is its relationships with customers and channel members, in which the marketing
programs is suitably designed to attract, develop customer segments. Competitive marketing
strategy has relationship marketing (RM) as one of the key functionality in enhancing business
performance. It is defined as the establishment of relationships with customers to create value
for customers and profit for organization by a series of relational exchanges that have future.
For instance, Pizza Pan has target its effort in servicing customers with a standard smile and
attitude than other competitors does. This is pretty important to an organization in today’s
market as relation development always take place both through personal relation building
and word of mouth relationship. There is no explicit buy in of customer, however the
relationships are so well nurtured that the customer will automatically buys our company
product. Besides, our company has developed loyalty program to reward our loyal customer
that patronizing Pizza Pan. We have yet offer rebate or promotional sales to thanks for their
long term supports.
Finally, a small-scale trial can be a good way of testing a marketing strategy without committing
to excessive costs.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, depth industry experience, creative yet practical product designer, the
use of highly flexible and efficient utilizing direct customers sales and distribution, varied menu
items for broad appeal, high/consistent quality, and strong advertising marketing
promotin.Then,weaknesses of lack of an established reputation of frozen Pizza in Malaysia,
,future or potential completion from already establish target market and Next,pportunities
such as . increased demand from a successful customer using the Internet to reach new
markets new technologies that allow you to improve product quality.,participation with
agrowing industry.Lastly,hreats of the emergence of a new competitor, more sophisticated,
attractive or cheaper versions of our product or service, new legislation increasing our costs
and others.
CONCLUSION
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 diverse group whereby promotion of the product has to be done in a
very diversify style and unique. It is also believed that “Healtho Pizza” 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 strongly believe that, our potential product will
cover the cost and gain maximum profit.