Paparazzi Pizza-

The Blend of
Indian Tadka
Right from the
Italian Kitchen

Submitted to: Presented By:

Prof Shripad Joshi Sumit Choudhary
Parth Rana
Mukta Prakash
Riddhesh Sadariwala
Executive Summary
• Paparazzi Pizza is a new player in the restaurant industry. The
restaurant is a comfortable, familiar, small town that has a strong
need for additional dining options.

• The Pizza Industry has many opportunities which are yet to be

tapped. The penetration of pizza is not reached its peak mainly
because only specific segments eat pizza as the cost of pizza is high
compared to average fast food price in India and also the older
generations, semi urban are not acquainted with the taste of pizza.

• Thus, our product which is a unique combination of western and

Indian combination is more likely to be accepted by wider masses
because Indian dishes and pizza are already established in India.
• The other factor to be considered is Pizza industry is not yet fully
saturated as there limited number of players in the pizza industry
so there is scope for new entrants to tap the market by offering
innovative product at lower price.

• Pune’s population is rapidly growing and new subdivisions and

young families. It is Paparazzi strategy to exploit the first mover
opportunity, of having “Desi” pizza’s and establish itself as the
preferred pizza provider to the area.

• We believe a locally-owned restaurant is the best option to serve

the rapidly growing population with a fresh, unique menu as
opposed to a national chain franchise.
Marketing Strategies
• Mission

 Our mission is to “Make pizza a part of every occasion”.

• Vision

 All the Italian dishes to be served in Indian style.

 To become number one in customer service.

• Objectives and Goals:

▫ Customer Satisfaction.

▫ Revenue and Profits for the business.

▫ Serving customers in less time without compromising on

quality.
PEST Analysis
Political
Pollution laws
Employment laws
Tax laws/Changes

Economic
GDP rate
Unemployment levels
Infrastructure
 Social
 Fashion/Fads/Trends
 Savings Rate.
 Health Issue.

 Technological
 New and advanced technology introduction.
 Technology should keep the quality consistent.
Segmentation, Target and Positioning
Segmentation
• The Segments we are working on is as :

▫ Middle Income to High Income

▫ Dual Income Families
▫ Age above 5 yrs.
• Geographic Segment

• Demographic Segment - Demographic segmentation

is one of the easiest segmentation strategies to tap
the potential market without wasting your resources.

• Psychographic segmentation - Psychographic

segmentation is a method of dividing markets on the
bases of the psychology and lifestyle habits of
customers.
Target
• Primary Target age group of 12-30 years.
• Families going out for dinner once a week.
• Concentration on Universities and Colleges.
Positioning
• Straight from Italy in Indian style -- our slogan says it
all.
• Better quality at lower prices.
• Place to relax, eat and move out
▫ Eg: students during exams.
Marketing Mix
Product
• Variety:
Large Variety of Products includes unique mix of Indian and Italian
dishes e.g. Indian pizza like Pav bhaji Pizza , Italian Pizza’s , Stuffed
Crust, Hand-Tossed, Thin 'N Crispy pizza base .
Indian desserts : Kulfi , Gulab jamun etc.

• Quality:
Customers will be offered High Quality Pizza as stringent quality
checks would be conducted to ensure quality.
• Design:
The shape offered is usually round but customized shapes are
provided on demand.

• Features:
Each Variety is Grouped on different Tastes.

• Packaging:
Delivery through Hot Oven in Boxes
Price
• Paparazzi is using Market Penetration Pricing Strategy.

• Price is 15-20% lower than competitors.

• Value for money Combos offered.

• Payment accepted in all kinds of Debit and Credit cards.

• Coupons and Gift passes like Sodexho and Ticket Restaurant

to attract Corporate crowd.
Place
• Paparazzi will initially open 3 outlets in Pune.

• Pune was selected because

▫ Its set up cost is much lower than other cities.
▫ Large number of IT Hubs and Colleges.

• Huge concentration of young population like students and

working singles.

• Outlets would be set up in places such that it is easily

accessible to the customers.

• Channel : Services offered through Take in , Dine in and Home

Delivery.
Promotion
• Advertising:
▫ TV Ads
▫ News Papers & Pamphlets
▫ Websites

• Personal Selling:
▫ Visit to School & Colleges.
▫ Discount coupons will be distributed in school & Colleges.
▫ Gift articles like Pens , Coffee Mugs with logo of paparazzi Pizza.

• Sales Promotion:
▫ Paparazzi offers special offers during occasions like Diwali, New
Year etc.
▫ Sponsoring events of local sports clubs, Festival Events etc.
SWOT ANALYSIS
Strengths
• Superior pizza quality.

• Pizzas with Indian touch.

• Order at the click of mouse.

• Full restaurant service as well as home delivery.

• Innovative range of pizzas under one roof.

• Renting place for special occasions.

Weakness
• Less awareness as brand is new.

• Complex processes need to be maintained for online

orders.

• For some specialized pizzas, more time is required.

• Fewer outlets as compared to competitors, hence less

visibility.
Opportunity
• Large urban student and working population.

• Consumption of fast food increasing day by day.

• Large number of dual income families.

• Internet penetration is high and hence need for online order

placement.

• Tie up with websites providing details of eatables.

Threats
• Other big players like Domino’s,
Pizza Hut already have huge market .

• Large number of other fast food

vendors providing burgers, chat and
other fast food items.
Future Strategies
• As per the plan we are launching our product at 3 places in Pune
alone. Then as per the response and also a market research would
be carried out to check the response of our customers and other
outlets would be opened accordingly. The same would be then
carried out in other cities and states including their local delicacies
as part of our customized menu.

• This will help us in penetrating the market and also getting a more
customer base. To our regular customers we would be offering
memberships, so when they arrive the next time they’d be given
discounts.

• Certain schemes will also be offered to all the customers

occasionally.
• New dishes with Indian flavours would be introduced into the
market every few months.
• The place would also be given on rent for birthday party
celebrations or any other get together functions for families
and friends.
• A playing area would also be created for children below 5 yrs
of age, as per availability.
• We would show live cricket/football matches during relevant
seasons.
• To go global and offer a mix of Indian as well the local
delicacies of the region.
Thank You &
Keep Eating Me..!!