Pizza Pan is an Australian company who has developed two new styles of frozen pizza. They are planning to promote these in Malaysia. Marketing goals and the marketing mix.

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1) To outline possible marketing goals for Pizza Pan in promoting these new products

Pizza Pan is an Australian company who has 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. Since Malaysia is a multicultural country and is on its way to the rapid changing society which is surrounding with the hyper-competitors. Therefore, Pizza Pan Company is considering undertaking a promotional campaign to market these new varieties in Malaysia.

In order to promote the Pizza Pan new products, the company has to plan ahead the marketing goals. One of the marking goals is becoming the market share leader of frozen pizza products amongst its other competitors. For instance, during the first promotional of the new products, the Australian company is targeting the sales of RM2 billions for the frozen pizzas with low price strategy to gain the market share during the growth of life-cycle.

        Another marketing goal is creating consumer awareness. The company is aiming of leveling up the 70% of product awareness amidst its competitors. The company would be beneficial from a growth in new customers who are turned into long-term customers. In turns, the sales of the new products can be increased due to the reason of the good brand image is setting on the minds of consumers and they are willingly to give a new try because of the human curiosity to figure out of how creativity of the new products can meet their satisfaction comparing to the standards favor of frozen pizza.

In addition, true loyalty is very rare to be focusing on. Therefore, the company is setting the goal to switch consumers from a competing brand to the Pan Pizza product. In order to be “first among equals” in a category, the company needs to be more innovative by designing more alternatives selection for consumers. Besides, the company needs to promote the category brand first after only individual brand. For instance, there are two categories of pizza either non- frozen pizza or frozen pizza. To be more attractive for the company to promote the pizza, thus, it’s compulsory for the company to emphasis more advantages of frozen pizza for their promotional such as “let frozen pizza refresh you today”. Not only it would reconstruct the negative perception of consumers but also giving the opportunities for Pizza Pan Company to emerge themselves into frozen pizza market by developing 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.

        With more brand recognition for consumers, the company is planning the goal of changing consumers’ belief and attitudes. Belief is involving a thought process and basic logic of consumers in selecting the precise products. Consumers are considering frozen pizza is less nutritious than fresh food. However, it would mean consumers nowadays are health-conscious of figuring out if the frozen pizza is beneficial or harmful to health. Thus, frozen foods package are more dependable as the nutritional claims are available on the label comparing to unlabeled fresh-cooked pizza. Also, the attitudes of consumers are vital in choosing the products. For example, a negative attitude of consumers can form a feeling that 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. Time consuming is needed in preparing the fresh-cooked meal. 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 from oven pizza

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        Furthermore, the company is endeavoring by increasing consumers’ purchase intent and giving free tasting to consumers. Along with the intention of leveling up sales, the consumers are encountering of achieving the goal by making profits. First and foremost, 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?” 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, ...

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