Marketing Plan for Relish Pizza

This presentation incorporates marketing research activities like PESTLE, SWOT to know factors that can affect new pizza category 'organic pizza' by Relish pizza. SMART objectives, Marketing mix, STP and product launching plan also been embraced in presentation.

Marketing plan
Relish Pizza

Marketing function dealing with all the activity to generate sale by enhancing the
customer satisfaction. Earlier its role is limited to make promotion strategy to
increase aware about product and service, but its role has been changed with
time, now marketing cover customer need identification, product development
and make public relation. This presentation incorporates marketing research
activities like PESTLE, SWOT to know factor that can affect new pizza category
“organic pizza” by Relish pizza. SMART objectives, Marketing mix, STP and
product launching plan also been embraced in presentation. Relish pizza is
known for render top quality pizza made by fresh vegetable in reasonable price.
INTRODUCTION

Pizza’s journey starts form 997 AD in Italy(approx7000 year ago). Army soldiers used
to made pizza in battlefield at time of second world war. Relish plan to introduce
new pizza range in market. It will give benefit to company as, UK population has less
time to prepare food so they now move to healthy fast food. Pizza is most popular
food among youth. fast food industry has opportunity to expended its market across
the word because customer choices are rapidly change from traditional food to fast
food. Standard pizza already available in market but consumer become more health
conscious. According to WHO, body mass index of wealthy countries is increases
due to consumption of ultra process food, which render opportunity to company to
improve its business. Pizza now become cross cultural dish. People of any age,
income group, religion and background consume it with great pleasure.
Background and rationale of pizza…

SWOT analysis

Strength
Sound financial position
Old reputation and goodwill
Quick delivery
Rapid expansion plan
Unique SCR programme
Best distribution channel
Weakness
poor Franchise management
Low number of store
High employee turnover ratio.
Low organic pizza range
Weak operation management '
Lack of supplier
Threat
Presence of strong competitors
Local pizza maker
Economy changes
Fresh vegetables availability
 Key staff leaving
Opportunity
product innovation
Market expansion opportunists
Healthy pizza range
Online distribution to fix franchise
issue

• Changes in food policy, tax and interest rate, employment
regulation, health and safety law, packaging, labelling,
food quality standard, waste management, kitchen
Hygiene standard affect Relish. These regulation are made
protract the health and safety of consumer.
Political
factor
• Increase tax rate reduces the disposable income of
customer. depression economy phase lower cash flow to
people. In these condition people try to avoid luxury
expenses. Fast food also come in luxury item. High
unemployment rate also affected purchasing power.
Economi
c factor
• Currently UK facing some serious health issue like life
style disease which force Relish to bring healthy pizza.
Apart from it countries has large number of working
capital, so people do not have time make food.
Social
factor
PESTLE

• Technology help in Relish to enhance customer purchasing experience
and better operation management. Relish take help of technology in
manufacturing, HRM, marketing, customer relation management,
packaging , logic and supply chain management.
Technological
factor
• Employment law, tax and interest changes, packaging regulation,
Regulations on organic and GMO food, Consumer law, promotion law
affect Relish. For instance Relish has to put allergen warning on cover.
Ingredients Information must be clear and understandable. Misleading
and inappropriate advertisement can not be use for promotion
Legal factor
• Flood, hurricane, earthquake, drought impact the raw material
availability, logistic and supply chain of Relish. Company's supportive
service like infrastructure, public transportation, water supply, electricity
disturb all the business function. Relish use only fresh vegetable in its
pizza, which is affected by poor agriculture performance.
Environment
al factor
CONT….

 They are Short term goals set by marketing manager to promote product
and service. SMART objective framework provide guideline for making
effective aim. Following is the SMART objectives set by Relish pizza.
Marketing Objectives
Relish wants to generate sale of £1300 per
month( in each store ) of its new organic
pizza” in England.
Company will measure the sale in
term of cash inflow (should not less
than 1300). Marketing department
will help for sales KPI dashboard..

CONT £ 1300 per month sale is pretty much
attainable. Sale team already have well
established distribution channel, brand
name and customer base..
Organisation has sound financial
position which enable it to acquire any
resources on time, Also it has 30000+
skilled employee who are highly
motivated and creative people .
Relish pizza break sale's target into
three categories. First on weekly basis,
weekly and monthly basis.

 Product- Relish will offer different variant like Frying pan pizza, Egg &
rocket pizza, goat’s cheese pizza, Pepper-and-Olive Pizza and Mushroom
pizza.
 Price- Company decide to opt differentiate pricing for organic product. It
means price of pizza will be based upon value addition and affordability
of customer. Like if customer demand extra fresh vegetable( premium
pizza), they have to pay more.
 Place- Consumer can avail pizza form Relish store. These store are easily
available in supermarket, Airport, shopping malls, tourist places. order
can be place from company website, app, E- food platforms.
 Process- Relish will take help of automation like robot in pizza making.
RFID in supply chain management.
Marketing mix

 Place- Consumer can avail pizza form Relish store. These store are easily available in
supermarket, Airport, shopping malls, tourist places. Apart from it order can be place
from company website, app, E- food platforms.
 Promotion - Relish will use different promotion tool for different consumer. For instance
youngsters will be informed on social media, educational and gaming websites. Adults
and old people will get information via newspaper, TV and radio..
 People- Pizza company gives training to its employee for making healthy pizza because
it does not want to compromise with pizza quality. Staff also get training on
communication skill. Classes are conduct to teach “ personal hygiene practice”.
 Physical evidence- Company changes theme of its store form tradition to more natural
one. Relish pizza store now have pictured of fresh vegetable on wall.. IT department
devolved customer interface friendly app and website.

Segmentation
 Demographic segmentation will be use by Relish. It divided its consumer on the
basis of income, lifestyle, family size, age group, and on usages' basis.
Targeting
 differentiated targeting strategy will help Company, as it has large customer base
on the basis of income, occupation , life style and interest and age
Positioning
 Healthy pizza in affordable prize is the main aim which Relish want to achieve.
Advertisement of Relish are forced on convey benefit of eating healthy pizza.
Segmentation, targeting and positioning

 Idea generation: company will generate pool of idea form past customer
data(CRM) to know their expectation, offline and online survey, market
research. It will also take help of brain storming, mind mapping and
storyboard.
 Environmental scanning: food law, labeling and packaging law , waste
management intensely affect the food industry. Economical factor influence
purchasing power of consumer and sale of pizza. Technological changes assist
the operation management and embrace customer satiation.
• Communicate: Relish pizza manager inform its employee everything about
new product and Required changes in their skill to make organic pizza.
Shareholder got information of financial consequences by the product.
Implementation plan

 Product development: Relish will take help of robots in pizza making.
Company also direct its R&D department to bring innovation in
manufacturing process.
 Marketing: crowd funding, content marketing, explainer video, pins,
face book ads, twitter advertisement, email marketing, press release,
milestone story telling, blogging, are some platforms will be use by
relish to create sunspace and buzz in market.
 Launch the product; relish going to launch its new pizza on Christmas
day. It will use discount and buy one get one policy on this special day.
 Monitoring and controlling: monitoring will be done by getting
feedback from customer. Mobile and email feedback form also available.

Cont….

 It has been concluded that marketing plays very important role in
launching of new product. New Product must fulfill the need of customer.
For it Organization has to focus on accuracy in marketing research effort.
Marketing search render the information about customer expectation, taste,
income and competitor’s policy. Company must design consumer oriented
marketing mix, which will help success of product.
Conclusion

 Fuller, G.W., 2016. New food product development: from concept to
marketplace. CRC Press.
 Bahl, S. and Chandra, T., 2018. Impact of Marketing Mix on Consumer
Attitude and Purchase intention towards' Green'Products. A Journal of
research articles in management science and allied areas (refereed), 11(1),
pp.1-11.
 Schlegelmilch, B.B., 2016. Segmenting Targeting and Positioning in
Global Markets. In Global Marketing Strategy(pp. 63-82). Springer,
Cham.
REFERENCE