Promotional campaign for Pizza Pan foods in Malaysia

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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.

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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 ...

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