Marketing Plan for Pizza Restaurant - Essay Example

Armstrong and Kotler (2005) pointed out that consumers when they face a broad array of goods and services, choose a specific one based on their value perception. They also have expectations about the values of the goods or services they choose (p. 8). Products and services of Pizza restaurants can be said to deliver value to customers when the company offers a set of benefits being promised to satisfy customer needs and wants by differentiating their products, positioning brand equity, communicating value propositions, and making consumers very loyal to the brand as well. These products and services will be able to provide Unique Selling Proposition when they possess unique qualities that differentiate them in a way that customers purchase rather than their rivals (Hindle, 2008, p. 197).

Answer to Question- 2- Current Marketing Strategy Marketing mix comprises basic marketing tools that a firm uses to pursue its marketing objectives, termed as the four Ps of marketing as described by McCarthy (Kotler and Keller, 2006, p. 19). The Pizza Restaurant’s current marketing strategy is to expand segment positioning by including product, price, place, and promotion elements.

The unique characteristics of the products and services that it proposes to deliver will provide solutions to customer needs (Product) for reasonable and affordable price (price) that they are ready to spend for the values. These products and services will be directly distributed (placed) to them in the restaurant. Advertising, sales promotion, word of mouth, event-based marketing, and public relation will be used to promote (promote) sales in its market. The blend of these four components will be developed to achieve optimal output (Lamb, Hair, and McDaniel, 2008, p. 46). Answer to Question- 3, Customer Analysis The major groups of the targeted and segmented market of Pizza restaurants include rich hippies who desire organic pizza-contained food and local people who approach small treats and fulfilling their hunger.