Professional Documents
Culture Documents
Advertising Plan
Advertising Plan
PLAN OF
GROUP MEMBERS:
S. M A MMA R RIZV I 32 53
NA ILA ALI M IRZ A 38 33
IMR AN KHAN 30 23
JIB RAN KASHI F 31 57
RA MEE Z H ASSAN 34 72
CLASS ID:
7824
SUBMITTED TO:
NATASHA DURRANI
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TABLE OF CONTENTS
INTRODUCTION
SITUATION ANALYSIS
IMPLEMENTATION
MARKETING STRATEGY
BUDGET
PURCHASE CRITERIA
MARKETING MIX
ADVERTISING PLAN
SPONSORS
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INTRODUCTION
We founded the pizza point, in the year 2005, at Clifton Karachi. We started
with one small branch and after the good response from customer we
continued our association with pizza business. As our business started
growing we established several more branches in Karachi. As we became the
market leader in Karachi, then we went other cities, Lahore and Islamabad,
both is also the major cities, and opened our branches in those cities. And
very rapidly we captured the whole pizza market in all over the country.
SITUATION ANALYSIS
The turn of the century is seeing an explosion of media choices for
consumers, from increased networks and capable channels to the Internet.
On the positive side, PIZZA POINT’s can narrowly target its consumers using
various channels and programs. The PIZZA POINT’s pizza strategy occasion
based marketing opportunities and the challenges realized through media
ownership consolidation.
In January 2007, PIZZA POINT’s became the first national pizza chain to
make online ordering available to all of its customers. Most other national
chains have also added online ordering to their services, but none advertise
the easy service as much as PIZZA POINT's. It is a trademark that PIZZA
POINT’s uses in its commercials, and even on its boxes.
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WE BELIEVE ON:
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KEY PLANNING DECISIONS
Advertising Objective
Target Audience
Our target account for the fiscal year is 2.89 m people. From these target
account we have anticipated that Karachi people are the Pizza lover, there we
will be able to grab 1 million customers. In Lahore, the second largest city of
Pakistan and there the winter season is of 3 to 4 months so there we will grab
0.78 million customers.
Distributions
The channel of distribution of the product will be direct through our outlets.
Because our network of distribution is through our outlets and we cover the
entire market through our numerous outlets.
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Organization:
• ADMINISTRATIVE
• SALES / ACCOUNT SERVICE
• MARKETING SUPPORT SERVICES.
• TRANSPORT AND LOGISTICS
IMPLEMENTATION
Our goal is to build the strongest brand loyalty of all pizzerias internationally.
The key elements of our strategy include: Menu. Domestic PIZZA POINT’s
restaurants offer a menu of high-quality pizza along with side items, including
breadsticks, cheese sticks, chicken strips and wings, dessert pizza and
canned or bottled soft drinks. PIZZA POINT’s traditional crust pizza is
prepared using fresh dough (never frozen). PIZZA POINT’s pizzas are made
from a proprietary blend of wheat flour, cheese made from 100% real
mozzarella, freshpackedpizza sauce made from vine-ripened tomatoes (not
from concentrate) and a proprietary mix of savory spices, and a choice of
high-quality meat (100% beef, pork and chicken with no fillers) and vegetable
toppings. Domestically, all ingredients and toppings can be purchased from
our Quality Control Center (“QC Center”) system, which delivers to individual
restaurants twice weekly.
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MARKETING STRATEGY
All domestic Company-owned and franchised PIZZA POINT’s restaurants
within a given market are required o join area advertising cooperative (“Co-
op”). Each member restaurant contributes a percentage of ales to the Co-op
for market-wide programs, such as radio, television and print advertising. The
rate of contribution and uses of the monies collected are determined by a
majority vote of the Co-op’s members6 the rate cannot be below 2.0% without
approval from PIZZA POINT’s). The restaurant-level and Co-op marketing
efforts are supported by print and electronic advertising materials that are
produced by the PIZZA POINT’s Marketing Fund, Inc., a nonprofit corporation
(the “Marketing Fund”). The Marketing Fund produces and buys air time for
PIZZA POINT’s national television commercials, in addition to other brand
building
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PIZZA POINT’S BUTTER LOVER
PIZZA
which features a square, thick buttery-tasting crust made with olive oil, and a zesty
robusto pizza sauce with chunks of tomato and flavored with garlic, Italian herbs and
spices. Both the thin and pan crusts are par baked products produced by third-party
vendors. Each traditional crust and pan pizza offers a container of our special garlic
sauce and a pepperoncini pepper.
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BUDGET
Advertising Budget
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Electronic Media
The budget for the advertisement of Butter lover pizza that will take place as
follows:
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RADIO
fm 89 2500 4 10000
Fm 101 2000 4 8000
AGG RADIO 2500 4 10000
Total 28000
PRINT MEDIA
The cost associated with DAWN is as follows:
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BILLBOARDS ADVERTISING:
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Purchase Criteria
Brand:
The brand name of PIZZA POINT’S is the very important thing in grabbing
customers because they have trust on the products of PIZZA POINT’S.
Standard:
The brand name of PIZZA POINT’S is itself a standard measure so it is for
sure that no one can meet the standard PIZZA POINT’S BUTTER LOVER
PIZZA as in other products of PIZZA POINT’S PIZZA.
Presentation:
PIZZA POINT’S PIZZA presentation is very special for this pizza as well as
we has for all products and no one can give this kind of presentation in the
world like pizza point is giving.
Price Analysis
Name Price in Rs
regular size
PIZZA POINT 550*
PIZZA HUT 445*
DOMINO 399*
Others (indirect) 200-250
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Marketing Mix
Product:
Our target Product is Butter lover pizza and one of its major attractive
features are its looks, color, taste and design. We feature with seven different
flavors and seven different colors and we present it in front of our existing and
potential customers.
Price:
Category Price
Place:
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Segmentation
DEMOGRAPHIC
Age General population over 12
Income 15000/- & above
Social class Middle class, middle-upper class, upper-upper class
ADVERTISING PLAN
Advertising:
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Above The Line Advertising:
The electronic media that have been chosen to advertise Butter lover pizza
are GEO TV, ARY, MTV Pakistan and INDUS MUSIC. The reason for
choosing GEO is because of its own popularity, INDUS MUSIC & MTV
Pakistan is watched by younger generation.
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Below The Line Advertising:
In the print media, DAWN has been chosen for the publicity and promotion of
Butter lover pizza. The reason for choosing DAWN is because it caters huge
number of customers, it is one of the biggest news paper sellers in Pakistan.
Jang and express are of the most selling Urdu newspaper and they cater
most of those customers which we have targeted.
Billboards:
Nowadays bill boards are almost every where we go for example shopping
malls, airport, overhead bridges, you name the place and the billboard is
there, provided the area being a commercial area.
Billboards attract people of all ages. It has proved to be a very effective way
to promote and create awareness of a product, there fore this strategy will be
used by Butter lover pizza to promote itself. Butter lover pizza will occupy all
billboards next to all Pizza Hut outlets and some places are as follows:
o Clifton
o Gulshan
o P.E.C.H.S
o Nazimabad
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o defence
o Hassan square
o Shahra-e-faisal
o Liberty (Lahore)
o Food street (Lahore)
Trade shows and concerts are also one of very tools of doing advertising. So
we have planned to hold a trade show in Karachi and concerts in Karachi,
Lahore and Islamabad.
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SPONSORED BY
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