William Allen Seth Baylor Andrea Buescher Christie ClarkWilliam Allen Seth Baylor Andrea Buescher Christie Clark

OverviewOverview Executive Summary Company Description and Organization Strategic Focus Situational Analysis Market-Product Focus Marketing Program Finanacial Data and Projections Appendix I - Advertisements

Executive Summary Company Description and Organization Strategic Focus Situational Analysis Market-Product Focus Marketing Program Finanacial Data and Projections Appendix I - Advertisements

Executive SummaryExecutive Summary Target Market

Consumers under age 25, specifically children and college students

Advertising Print ads, Radio ads, Television

commercials Promotional Strategies

Displays, contests, free samples

Target Market Consumers under age 25, specifically

children and college students Advertising

Print ads, Radio ads, Television commercials

Promotional Strategies Displays, contests, free samples

Company Description and Organization

Company Description and Organization

Company name - Italiamerica Headquarters in Evansville, IN Hired marketing team for new

product Pizza Bagels Team: William Allen, Seth Baylor,

Andrea Buescher, Christie Clark

Company name - Italiamerica Headquarters in Evansville, IN Hired marketing team for new

product Pizza Bagels Team: William Allen, Seth Baylor,

Andrea Buescher, Christie Clark

Strategic FocusStrategic Focus Mission

To satisfy our customers with a great-tasting, convenient, and unique pizza snack

Mission To satisfy our customers with a great-

tasting, convenient, and unique pizza snack

Strategic FocusStrategic Focus Goals

To produce a quality product with healthy ingredients

To satisfy the tastes of young-minded consumers To become a profitable competitor in the frozen

pizza industry To create a recognizable brand name To lead the industry in innovation To operate with a socially responsible attitude

Goals To produce a quality product with healthy

ingredients To satisfy the tastes of young-minded consumers To become a profitable competitor in the frozen

pizza industry To create a recognizable brand name To lead the industry in innovation To operate with a socially responsible attitude

Strategic FocusStrategic Focus Competitive Advantage

Our product will offer a new way to enjoy pizza at a competitive price.

Competitive Advantage

Our product will offer a new way to enjoy pizza at a competitive price.

Situational Analysis - SWOT

Situational Analysis - SWOT

Strengths New approach to pizza market Wide variety of toppings to satisfy our

target’s needs Our bagel is a healthier alternative to

pizza crust

Strengths New approach to pizza market Wide variety of toppings to satisfy our

target’s needs Our bagel is a healthier alternative to

pizza crust

Situational Analysis - SWOT

Situational Analysis - SWOT

Weaknesses Unknown company with no credibility

or brand loyalty Other companies are considered staple

brands Higher production costs

Can’t afford to buy in bulk

Weaknesses Unknown company with no credibility

or brand loyalty Other companies are considered staple

brands Higher production costs

Can’t afford to buy in bulk

Situational Analysis - SWOT

Situational Analysis - SWOT

Opportunities Value gap in the frozen pizza industry Offer environmentally-friendly packaging Create a kids’ activity pack to include with

each product Economy is weakening

Consumers are looking to spend less and may be looking to alternatives to existing name brand products

Opportunities Value gap in the frozen pizza industry Offer environmentally-friendly packaging Create a kids’ activity pack to include with

each product Economy is weakening

Consumers are looking to spend less and may be looking to alternatives to existing name brand products

Situational Analysis - SWOT

Situational Analysis - SWOT

Threats Competitors

Totino’s Party Pizzas and Pizza Rolls Heinz Bagel Bites Nestle’s Hot Pockets All other frozen pizza producers

Substitutes for pizza Health-conscious trend may deter

consumers from all sorts of pizza products

Threats Competitors

Totino’s Party Pizzas and Pizza Rolls Heinz Bagel Bites Nestle’s Hot Pockets All other frozen pizza producers

Substitutes for pizza Health-conscious trend may deter

consumers from all sorts of pizza products

Market-Product FocusMarket-Product Focus

Marketing and Product Objectives Create awareness Create brand loyalty

Marketing and Product Objectives Create awareness Create brand loyalty

Market-Product FocusMarket-Product FocusPerceptual Map

0

0.5

1

1.5

2

2.5

3

3.5

0 1 2 3 4Quality

Convenience

Series1

Perceptual Map

0

0.5

1

1.5

2

2.5

3

3.5

0 1 2 3 4Quality

Convenience

Series1

A = Hot PockesB = Bagel BitesC = Party PizzasD = Pizza Rolls

A

BC,D

Market-Product FocusMarket-Product Focus Points of Difference

Wide variety of toppings Macaroni & Cheese, Cheeseburger, Meatball,

Philly Cheesesteak Possibility of expansion into breakfast or dessert

bagels Full-size bagel

Unlike any of our competitors Healthier

Fresh ingredients and bagel foundation

Points of Difference Wide variety of toppings

Macaroni & Cheese, Cheeseburger, Meatball, Philly Cheesesteak

Possibility of expansion into breakfast or dessert bagels

Full-size bagel Unlike any of our competitors

Healthier Fresh ingredients and bagel foundation

Product StrategyProduct Strategy

Promotional Strategy Set up sample tables in grocery stores Set up displays at college campuses Offer samples to college clubs and

organizations Put an advertisement in college newspaper Give coupons to apartment complexes to

pass out to college-age residents

Promotional Strategy Set up sample tables in grocery stores Set up displays at college campuses Offer samples to college clubs and

organizations Put an advertisement in college newspaper Give coupons to apartment complexes to

pass out to college-age residents

Product StrategyProduct Strategy

Promotional Strategy Create a contest for kids to win a

pizza-bagel party for their class Offer samples to Sunday School

groups Offer samples to Daycare Providers Direct Mail advertisements

Promotional Strategy Create a contest for kids to win a

pizza-bagel party for their class Offer samples to Sunday School

groups Offer samples to Daycare Providers Direct Mail advertisements

Marketing ProgramMarketing Program

Brand and Label Grow into a recognizable brand name

and build brand loyalty Must be suitable for children and easy

for them to say and remember

Brand and Label Grow into a recognizable brand name

and build brand loyalty Must be suitable for children and easy

for them to say and remember

Marketing ProgramMarketing Program Price Strategy

We cannot afford a lower price because our production costs are higher

We could consider selling at a slightly higher price, but that may interfere with our desired positioning

Our best strategy is to sell our product at the same price as our competitors but to promote the fact that our packages contain more product so the customer is getting a good deal.

Price Strategy We cannot afford a lower price because our

production costs are higher We could consider selling at a slightly higher

price, but that may interfere with our desired positioning

Our best strategy is to sell our product at the same price as our competitors but to promote the fact that our packages contain more product so the customer is getting a good deal.

Financial Data and Projections

Financial Data and Projections

Pizza Bagel Financial Statements 2009 Production costs in terms of cost in

per unit ($3.25) @ 1 million units Container/Box: .06 Labeling: .04 Shipping: .25 Labor: .45 Material: .20 Total Production costs: $1.00

Pizza Bagel Financial Statements 2009 Production costs in terms of cost in

per unit ($3.25) @ 1 million units Container/Box: .06 Labeling: .04 Shipping: .25 Labor: .45 Material: .20 Total Production costs: $1.00

Financial Data and Projections

Financial Data and Projections

Marketing Costs in terms of cost in per unit ($3.25) @ 1 million Units

TV ads: Magazine Ads: Direct Mail: Product development: Reserve Funds: Total Marketing Costs: $.30 Tax: $.23

Marketing Costs in terms of cost in per unit ($3.25) @ 1 million Units

TV ads: Magazine Ads: Direct Mail: Product development: Reserve Funds: Total Marketing Costs: $.30 Tax: $.23

Financial Data and Projections

Financial Data and Projections

Total Costs: $1.30 Gross Margin: $1.95 per can Sales Tax: $.23 Net Income: $1.72

Sales Objective per year estimated at 3 million units

Total Estimated Revenue: $5,160,000

Total Costs: $1.30 Gross Margin: $1.95 per can Sales Tax: $.23 Net Income: $1.72

Sales Objective per year estimated at 3 million units

Total Estimated Revenue: $5,160,000

Creative BriefCreative Brief

Objective: To create brand awareness and increase consumer information of product

Target: Persons age 5- 25 and their mothers

Beliefs: Pizza is junk food

Objective: To create brand awareness and increase consumer information of product

Target: Persons age 5- 25 and their mothers

Beliefs: Pizza is junk food

Creative BriefCreative Brief Message Theme: Pizza Bagels are a fulfilling, healthy, and quick option

among frozen pizza items.

Support: Pizza Bagels are larger, healthier, and easier to cook than some of its competitors.

Bonus: An original variety of flavors and a kid’s activity pack included

Slogan: The Happy, Healthy Pizza… on a Bagel.

Call to Action: Available at

Medium: Direct Mail, Magazine Ads (News4U, Evansville Moms), TV

Message Theme: Pizza Bagels are a fulfilling, healthy, and quick option

among frozen pizza items.

Support: Pizza Bagels are larger, healthier, and easier to cook than some of its competitors.

Bonus: An original variety of flavors and a kid’s activity pack included

Slogan: The Happy, Healthy Pizza… on a Bagel.

Call to Action: Available at

Medium: Direct Mail, Magazine Ads (News4U, Evansville Moms), TV