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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.