You will prepare a marketing promotion plan, including digital communications with an aim to deliver and communicate better values for a chosen product, service or brand, and for the targeted markets.
The aim of the assignment revolves around how to create a better value for the brand by making use of suitable marketing strategies.
Pizza delivery refers to a service by the help of which pizza is delivered to that of the customer. The order is placed either by the help of telephone or by taking recourse to internet to that of the pizza chain. The customer can request about the kind and size of pizza in the pizza home delivery service (Ashley & Tuten, 2015) .
The target market of pizza home delivery service comprises of young couples, college students, children and the working population. The unique taste of the pizzas along with that of the convenient manner of getting it at their doorstep are the major reasons why the service is so popular among the target market. The fast life of the modern age does not leave an individual with sufficient amount of time at their disposal to prepare food and hence the pizza home delivery service proves to be immensely effective for the young working population.
The pizzas of large size are sold at a sum of AUD 13 that is inclusive of the delivery service and on the other hand the pizzas that are small is sold at a sum of AUD 8.
The pizza delivery industry has kept pace with the developments taking place in the arena of technology. It rose after the 1980’s after the emergence of personal computer. Their distinct position in the market has been made on account of the superior taste of the products along with the convenient manner in which the product can be got (Chopra & Chopra, 2017).
Free delivery is the facility that makes the pizza home delivery service so popular among the consumers and increases the value of the product in front of the customer. The customers get the facility of paying either online, with cash or with the help of a credit or debit card. With the help of specialized computer software, the orders can be tracked very easily. It can help the customer to get information quickly about the delivery of the product (Seregni et al., 2016). Motor bikes are made use of to deliver the product and the fast delivery of service helps the customer to enjoy the pizza while it is still hot.
Target Market
Interviews helped in gathering information about the target market of the pizza home delivery service. The interviews were conducted in around 100 households in the suburb of Kareela that helped in gleaning important information about the target market of pizza home delivery service. It was found with the help of interviews that the young people were great advocators of the service and they were the ones who ordered the pizzas online on frequent basis (Rudolph & Gruber, 2017). The working people who did not have sufficient time to make food used to order pizzas online.
Customer value
Survey was used as a method in order to collect essential information about the benefits and challenges of pizza home delivery service. Customer Satisfaction Survey (CSAT) helped in driving the loyalty of the customer and ensures the growth of the service. Customer satisfaction is an important parameter that can help in the process of customer retention (Allen, Piecyk & Piotrowska, 2017). It was found by making use of surveys that the student discount that the customers get and the special offers helped in providing the customers with satisfaction.
Value Proposition of the competitors
Questionnaires were distributed in East Melbourne that helped in furnishing important information about the value proposition of the competitors. It was found that the amount of time that was required for the delivery of the pizza amounted to a great deal for creating superior value of the product in front of the customer (Yeo, Goh & Rezaei, 2017). Environmental concern is a growing issue of the modern age and environmental friendly disposal option helps in making a pizza company to become more popular. Composting of the pizza boxes has helped the competitors to become popular.
Designing and communicating future value proposition of the service
The insatiable appetite of the customers for pizza will make the business very competitive in the future. Freshness is an important attribute that the customers look for when people are buying a pizza. Three main ingredients are used in the pizza- dough, cheese along with sauce. The dough would be made on every day basis and 100 % dairy mozzarella cheese would be used in the making of the pizzas (Batra & Keller, 2016). Hand crushed tomatoes will be used instead of that of tomato paste that will help in the future value proposition of the service.
Analysis and explanation of the customers perceived value for the product
The booming arena of digital sale have made the business of pizza home delivery immensely popular. The increasing use of customers of smart phone along with that of tablets have contributed to the success of pizza home delivery service. Delivering of high quality food and that of best digital platform prove to be important reasons for the huge success of the brand. The revamped site of the pizza home delivery service provides facilities to the customer to name their own pizza (Andrei et al., 2017). This helps in making the customers feel as if they are an important part of the brand and helps in making them loyal towards the company. Engaging the consumer in the process of manufacturing proves to be crucial for the growing success of the pizza home delivery service. The customers can also leave feedback on the website that helps the pizza company to make suitable modifications for the growth of sales of the pizza home delivery service (Strauss, 2016).
The pizza home delivery service have brought fun, happiness and convenience in the lives of the customers by delivering them pizzas that are delicious in their doorstep. The pizza home delivery service develops the products in order to suit the taste of the customer. It believes in the making strategies that suit the international customer as well as suits the demand of the local customer (Maheshwari, Sinnott & Morris, 2017). The regular “chef based pizza” have been replaced by that of premium range that helps in satisfying the taste of the customer. The other kinds of pizzas that helps in increasing the value of the pizza home delivery service includes that of prawn, bacon and feta, Loaded meat lovers and Lamb Tzatziki. BBQ Lamb has been introduced into the menu of Pizza Home Delivery Service that has made it an enviable brand in the market.
A voice ordering feature has been introduced by the Pizza Home Delivery Service and it can be made use of by the users of I-phone and that of Android app. The customer reviews are displayed on the website of Pizza Home Delivery Services within real time that helps in reflecting the good and bad sides of the brand. It helps in making the customers aware about the different aspects of the brand and creates value in the eye of the customer towards the brand (Yadav, Joshi & Rahman, 2015). An app has also been introduced with the help of which a person can order without any clicks. After the opening of the app, if nothing has been ordered within the next 10 seconds then the saved menu would be ordered automatically. The customers are drawn to the brand on account of the distinct features offered by that of the Pizza Home Delivery Service.
Current value proposition within the industry
The market of Australia is teeming with many pizza delivery companies and competing solely on the basis of price would invite trouble. The price competition is fierce and increasing the value of the offer would help in boosting the growth of pizza home delivery service. It was said that hot pizza would be delivered in front of the doors of the customer within thirty minutes. Reaching the consumer within such a short span of time helps them in getting an edge over that of the competitors (Ashley & Tuten, 2015). The strong appeal of the pizza home delivery service made them valuable among the customers. The unique selling proposition refers to a marketing concept that makes unique propositions to the customers that can convince them to switch the brand. Differentiation is a strategy that is made use of by the companies so that they can rise above their competitors and create a suitable position in the market. The unique selling proposition is created by the pizza home delivery service on account of the facility of free delivery. Technological innovation is required in the arena of pizza home delivery service (Strauss, 2016). The clear unique selling proposition helps in understanding the differences between the brand offerings within a category and it helps the consumers in forming a positive attitude towards that of the brand. The pizza home delivery service mainly targeted people who did not have the time of either cooking or going out. The concept of time in relation to the pizza home delivery service is the unique aspect of the brand that helped in the creation of a distinct value proposition within the market (Tuten & Solomon, 2017).
Marketing Promotional Mix- Digital Communication and allocated budget
The objective of marketing promotional mix of Pizza Home Delivery Service is to establish meaning for the service and it helps in influencing the buying behaviour of the targeted customers. It helps in informing the target market regarding the values and benefits of the home delivery service. The people working at the top management of pizza home delivery service combine various marketing strategies in order to ensure the success of the organization. Social media objectives should be set that will help in the arena of augmenting brand awareness (Hyder, 2016). Special incentives are provided to the customers who frequently employ the services of pizza home delivery service. Discounts are provided on the purchase of two or more pizzas that helps in increasing the sales of the pizza home delivery service.
The target audience of pizza home delivery service mainly comprises of young college goers who want to enjoy delicious food at reasonable price. The working population who does not have sufficient time at their disposal reap the benefit of the pizza home delivery service. Good quality pictures of the pizza resonate with that of the customers and helps in attracting customers towards the brand (Scott, 2015). Posts are made with that of images that leads to higher engagement and hiring a good food photographer helps in achieving the objectives of pizza home delivery service. Pictures posted on Instagram along with Pinterest can help in making the brand more successful. The image should be able to evoke in the customer a desire for having the food and it should look realistic. The pizza home delivery service stands out visually with the help of GIF’s and imagery on the platform of social media (Zhu & Chen, 2015). The current generation is obsessed with what they see on social media and making use of attractive elements can boost the sales of the pizzas. Humour is another important factor that helps in making a brand successful on social media platforms like that of Twitter. The pizza home delivery service has made use of puns and made fun of themselves that helps in drawing the attention of a large number of customers (Seregni et al., 2016).
Crust Gourmet Pizza Bar, Eagle Boys, Mac Donalds along with Pizza Hut are the competitors of Pizza Home Delivery Service. The competitors have a mix of objectives along with focus. The competitors have run the business for a long time that has helped in creating their position within the market. The affordable pricing of the products have helped in making them popular among the competitors. The target market of the other competitors comprise of people of all kinds of age groups. The target market of that of Pizza Home Delivery Service mainly comprise of the millenials (Hyder, 2016). The millenials constitute the largest population cohort and attracting them with the help of digital promotion strategy like that of Face Book along with Twitter can go a long way in the marketing of Pizza Home Delivery Service. The pizza marketer should focus on the arena of fast delivery along with high quality of the products in their promotional strategy. Online deals can help in the marketing of Pizza Home Delivery Services. This can go a long way in the effective promotion of the brand (Tuten & Solomon, 2017).
Budget should be set aside for the digital promotion of Pizza Home Delivery Service. The pizza home delivery service is growing in popularity and the development of their website can help in the effective promotion and marketing of the company. Face book is a platform that is very popular among the young users and Pizza Home Delivery Service should allocate a specific amount of budget for the development of the Face book page of the company (Maheshwari, Sinnott & Morris, 2017). Ad words campaign can help in the process of search engine marketing and helps in growing the sales of Pizza Home Delivery Services. It can help in the process of generation of brand awareness and attract a large number of audience. It can raise the interest of the customers towards the Pizza Home Delivery Services.
|
Website Development |
20,000 AUD |
|
Face book Page Development |
5000 AUD |
|
Ad words campaign development |
3000 AUD |
|
Total Web Development Budget |
28,000 AUD |
Figure : Budget for Pizza Home Delivery Service
Source: Created by the Author
Conclusion
The pizza home delivery services has been successful in keeping pace with the developments of technology. The superior taste of the products has helped in creating value of the brand. The specialized computer software helps in the process of easy tracking and it helps the customer in getting information quickly about their order. Motor bikes can help in fast delivery and this process ensures that food is served to the customer when it is hot. Discounts and special incentives provided helps in increasing the sales of Pizza Home Delivery Service. Posts made on the platform of social media with high quality images can help in the successful promotion of the brand. Humour is made use of in the social media platform of Twitter in order to attract the attention of the customers. Pictures posted on the platform of Twitter and Instagram can help in the growth of Pizza Home Delivery Services. Ad words campaign will help in search engine marketing and generate awareness regarding pizza home delivery service.
References:
Allen, J., Piecyk, M., & Piotrowska, M. (2017). An Analysis of Online Shopping and Home Delivery in the UK.
Andrei, A. G., Andrei, A. G., Zait, A., Zait, A., V?t?m?nescu, E. M., V?t?m?nescu, E. M., … & Pînzaru, F. (2017). Word-of-mouth generation and brand communication strategy: Findings from an experimental study explored with PLS-SEM. Industrial Management & Data Systems, 117(3), 478-495.
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27.
Batra, R., & Keller, K. L. (2016, November). Integrating Marketing Communications: New findings, new lessons, and new ideas. American Marketing Association.
Chopra, S., & Chopra, S. (2017). The Future of Same-Day Delivery: Same as the Past?. Kellogg School of Management Cases, 1-2.
Hyder, S. (2016). The zen of social media marketing: An easier way to build credibility, generate buzz, and increase revenue. BenBella Books, Inc..
Maheshwari, V., Sinnott, K., & Morris, B. (2017). DIGITAL MARKETING AND THE YOUNG CONSUMER. Young Consumer Behaviour: A Research Companion, 153.
Rudolph, C., & Gruber, J. (2017). Cargo cycles in commercial transport: Potentials, constraints, and recommendations. Research in Transportation Business & Management, 24, 26-36.
Scott, D. M. (2015). The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. John Wiley & Sons.
Seregni, M., Sassanelli, C., Cerri, D., Zanetti, C., & Terzi, S. (2016, September). The impact of IoT technologies on product-oriented PSS: The “home delivery” service case. In Research and Technologies for Society and Industry Leveraging a better tomorrow (RTSI), 2016 IEEE 2nd International Forum on (pp. 1-5). IEEE.
Strauss, J. (2016). E-marketing. Routledge.
Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. Sage.
Yadav, M., Joshi, Y., & Rahman, Z. (2015). Mobile social media: The new hybrid element of digital marketing communications. Procedia-Social and Behavioral Sciences, 189, 335-343.
Yeo, V. C. S., Goh, S. K., & Rezaei, S. (2017). Consumer experiences, attitude and behavioral intention toward online food delivery (OFD) services. Journal of Retailing and Consumer Services, 35, 150-162.
Zhu, Y. Q., & Chen, H. G. (2015). Social media and human need satisfaction: Implications for social media marketing. Business horizons, 58(3), 335-345.
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