Marketing Plan of Pizza Restaurant - Essay Example

The application of these media would facilitate the building of a loyal customer base. The products of Pizza Restaurant are Pizza and other food items. However, a lot of the customers like to spend their time in the restaurant because they like leisure and entertainment activities. Therefore the critical factor is to design a message that will appeal to the emotions of the customers. The message should communicate the exciting features that are offered by the restaurant.

One possible message can be: Pizza Restaurant delivers the best products in town. This simple message will appeal to the emotions of the customers, particularly when delivered through attractive audio-visuals. Such a message broadcast online and through TV can communicate to the mass market and create an emotional appeal for Pizza Restaurant. Answer to Question 2 The most important element is the positioning strategy. Implementing an effective positioning strategy will enable Pizza restaurants to emphasize the unique quality of their products and services (Armstrong and Kotler, 2005).

Since the restaurant will be targeting customers most of whom are from rich families, the critical success factor is to create a unique positioning within the minds of the customers (Fred, 2006). Therefore the communications program should be developed with positioning emphasized as the most important element. Emphasizing this element is also related to the competitive strategy. Pizza Restaurant will be facing competition from other restaurants in the city. Therefore it is important to communicate to the customers about the uniqueness of Pizza Restaurant’s products and services.

The marketing program should communicate to the customers the high level of quality that is maintained in Pizza Restaurant’s products and services. This differentiating factor can be highlighted by emphasizing the positioning element of the campaign. By emphasizing upon the positioninment, the campaign can be targeted to the unique selling proposition (Goetsch and Davis, 2003). Answer to question 3 Personal selling is defined as one-to-one interaction between individual salespersons and clients.

This type of interaction would not be feasible in marketing Pizza Restaurant because of its mass marketing strategy for segmentation. As a result, the company will be communicating the same message to the widest range of demographics. Therefore standardization is feasible (Grover & Kettinger, 2008). For this reason, marketing strategies other than personal selling such as advertising, sales promotion, word of mouth, event-based marketing, and public relations will be more feasible. Personal selling is a more feasible option in the case where the company implements a differentiated strategy.

However, Pizza Restaurant’s products and services will be marketed using a single marketing program that communicates to the mass market with the same appeal and message. Therefore individual interaction is not required. The customers will be reacting to the products and services similarly. The market is considered to be homogenous. Therefore the marketing program is standardized. The same campaign is broadcast to the mass market and therefore individualized interaction as in the case of personal selling is not a feasible option.