Principles of Marketing for Pizza Express: Strategies and Analysis

This report discusses the principles of marketing for Pizza Express, including the marketing mix, BCG analysis, customer-driven strategy, and marketing development strategies. It also provides insights into the company's expansion plans and how it plans to attract and retain customers.

Principles of Marketing

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Marketing mix of pizza express...................................................................................................3
Marketing analysis BCG..............................................................................................................5
Presenting marketing developing Strategies................................................................................6
Explaining the customer driven strategy.....................................................................................7
CONCUSION..................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
All types of business industries need to follow certain principles of marketing so that
limited amount of resources might be best utilised to achieve certain targets or business goals in
the future. Also, there are various factors that need to be considered by top management while
establishing the best marketing strategy within the existing working of the business. Moreover,
this requires that employees of the company are well qualified and also both internal and external
environment is fully analysed before only to avoid any kind of future losses.
Further, the present report is based on the Pizza express in UK that is one of the most
popular restaurants among the large number of people and also it wishes to expand its business in
various markets and generate larger revenues. Also, the study will identify the significance of the
proper marketing plan and impact on the target market that wish to purchase variety of goods
from the business. Also, the report will highlight effective marketing mix that will help company
to overcome certain barriers and uncertainties while operating into various markets or regions
during specified period of time. Furthermore, detailed marketing analysis and impact of such
analysis on the current business strategy and company products will also be covered under this
report in detail. Moreover, range of strategies to discover and conquer new market areas along
with increasing the customer base will also be discussed through use of model for pizza express
under this report in detail. Lastly, the report will present best customer driven strategy for pizza
express to gain competitive advantage in short period.
MAIN BODY
Marketing mix of pizza express
Pizza express is mainly recognised as the famous restaurant serving different variety of
pizza to large number of audiences. This restaurant is mainly famous for serving famous dough
pizza by cooking with perfection. marketing mix is mainly used as a tool for targeting the
audiences with taking various action and by offering various products and services. Marketing
mix of the pizza express mainly combines of 4 p’s which are as follows:
Product strategy
The products strategy of the pizza express as it is servicing wide menu ranging from
drinks , starters and slides, salads, pizzeria, mains , desserts , kids and lunch menu. The products
strategy adopted by the company as with offering pizza consisting of romana pizzas( the

company is offering wide thinner and Rome country inspired pizza), calzone pizza (folded
pizza), classic pizza( including the margherita, Mexican, and vegan pizza), calabrese pizza
(designed in square shaped with full of vegies) , leggera( it is Italian salad filed pizza in the
middle with minimum calorie) and gluten free pizza (served in the classic size with gluten free
bread). Offering different and wide menu of pizza and deserts with drinks is the diversified
strategy adopted by the company for attracting large number of consumers (Pizza Express taps
mobile to get customer involved with menu, 2022). Also the company is famous for selling the
handmade pizza in the Italian traditional style.
Price strategy
The high prices is set up by the company as by offering combo ranging from high prices
with 600. The premium price range helped the company in achieving success and attracting the
quality conscious consumers which supports in achieving high standards priced products. By
partnering with the Tesco club card, Reynolds best food logistics and the unidays help in
attracting consumers by offering 25% discount with purchasing products from Tesco (Campo,
Rosato and Giagnacovo, 2020). Also, the ingredient chosen by the company as for producing the
food products are of standardised in nature and the prices depend of the products with the
quantity ordered in small , medium and large size.
Place strategy
The placing strategy of the pizza express is mainly adopted as by establishing the 470
restaurants in UK and the other 100 outside the country with providing wide range of services by
satisfying the consumer demands of different flavour of pizza. The company establishing the
international presence helps in attaining and increasing the brand image also designing the
restaurants for fie dine, bistro and at hybrid locations with providing home delivery services.
Promotion strategy
The company is using various promotional strategies as by using the word of mouth ,
with posters and radio ads. Further with adaptation the social media marketing and advertising
strategy on the TV helps in advertising the product’s offered by the company . also with
establishing the mobile apps for attracting and engaging more number of consumers helps in
marketing the products with better interaction and achieving measurable results. Further by
partnering helps in providing the youthful tone of vibracy for all the products by campaigning

with connecting large number audiences with tv, online social media platforms and making
digital presences. This helps in promoting the products offered by the pizza express.
Marketing analysis BCG
BCG is one of the significant matrix that helps in gaining the crucial information about the
market so that crucial results can be derived by taking significant action (What Is the Growth
Share Matrix? 2022). It is helpful evaluating the internal management for the purpose of
assessing the current state of value of firm's product in particular market. The particular matrix
can permit the organization to understand is current & potential competitive landscape. The
growth share matrix can be ascertained by using this specific matrix as it helps in having the
information by categorizing into four parts such as cash cow, dog, question marks and stars.
With help of this approach Pizza Express market share can be ascertained. There are different
types of the products which are basically offered by the pizza express in targeted audience.
Cash cow:
This is basically the type of products which are having low growth area with high market
share. Drinks basically fall into the category of the cash cows of the Pizza express firm BCG
matrix. The reason behind this is that there are Italian products are offered so that customer
tends to give focus on having developing effective strategy in order to successfully increasing
sale in market.
Dogs:
These are the products which are possessing low growth that are considered to be less
market share offering (Torquati and et.al., 2018). The smaller growth of desserts & salads
offered by the particular organization is the targeted market is found which require firm to pay
attention on effective course of the action so that appropriate action for improving can be taken.

There is low share of desserts in its performance, thus involved in this specific market share so
that effectual action for improving its performance can be exerted.
Question Mark
It is associated with those products that possessing low market share in high growth
ability. The starters & Alford offered by the organization falls in this particular category which
involves the products such as Melanezanine, etc. on the basis of this, it can be interpreted that
there are various form of the products which are offered by firm and having higher growth ability
as health conscious behaviour possessing customers are attracted to this.
Star
This kind of goods possess high growth with high market share which involves pizzas
that are highly offered by the enterprise that helps in accomplishing the objective of higher
profitability. Pizza are highly demanded in the targeted market which provides the assistance to
have stable position in market so that accomplishing the organizational objectives of greater
market share has become possible. On the basis of this, it can be mentioned that this product is
helpful in attaining the competitiveness so that aim of operating in market so that higher
effectiveness to accomplish the competitive position can be achieved.
Presenting marketing developing Strategies
For company like Pizza express that includes a wide range of dishes and drinks other than
the pizza has the wide opportunity to expand the business to various regions’ and increase the
profitability of the business. Furthermore, to develop the best strategy and identifying the market
for expansion Ansoff matrix might be applied that would help the company in proper planning
and evaluate growth initiatives (Kozlenkova and et.al., 2021). Also, it will help in analysing the
overall risk that would be incurred while expanding into various regions. The major components
of such matrix are been described as follows:
Market Penetration: This is the strategy where Pizza expresses would adopt to increase the
sales of existing products into already existing market. Also, this might be done either through
reducing the prices of the products or increasing the marketing efforts so that more customers
might be attracted to visit the express stores and consume the large food varieties. Also, this
strategy would help in increasing potential number of customers for the business.
Market Development: Under this pizza express would focus on selling existing products
into new markets through using effective marketing strategies. Also, the existing products in new

markets would create new market share and would also allow new customer segment to generate
more profits for the firm and build customer loyalty for long run.
Product Development: This is one strategy where Pizza express will try on introducing
new variety of products to an existing target market. Moreover, through using this strategy it will
offer services and products with unique selling feature or special product attribute that makes it
stand form others in the market (Ansoff Matrix, 2022). Thus, through this it will be able to
maintain the competitive advantage and develop good brand image in the market. However, this
strategy requires that Pizza express does lot of market research so that best new offering might
be made that will generate the expected outcomes and helps in achieving the certain goals of the
business
Diversification: This is the concept where the company enters completely new market with
new products. Also, this type of strategy are more riskier for any firm as there are higher chances
that new product might be able to do well in business. Moreover, the company has the option to
go for either related or unrelated diversification depending upon the resources and time
availability. However in spite of being the riskiest strategy it has the ability of providing the
highest rewards that will help the business to fulfil more customer demands and sustain in the
market for the prolonged period.
Thus, the one that would be best suited for Pizza express would be product development
where the new items in the menu are added so that the customer likings and acceptance towards
the new product might be known so that if successful might be expanded into various other
regions afterwards
Explaining the customer driven strategy
In order to be successful in the current competitive working environment it is important
for the organization to focus on having effective customer attracting strategy so that proper
ability to attract and retain for longer duration (Klimas, Czakon and Fredrich, 2022). There are
various types of the customers which are attracted by firm. STPD is one of the crucial technique
that is helpful in gaining the proper information regarding the prevailing circumstances so that
achieving the higher ability to understand target audience can become possible.
Segmentation
It is basically exerted on the basis of demographic, psycho graphic behavioural and
geographic. It helps in gaining the clarity & transparency regarding the target audience so that

taking suitable action for attracting can retaining can become possible. Pizza express is one of
the successful organization that pay attention on having the effective processing by segmenting
its customer on the basis of demographic factors such as age, status, etc. who lies in the age
group of 18-34, single man, etc. The customers such as children, teenagers, adults have tendency
of eating fast food are as well attracted by organization.
Targeting
For the purpose of targeting the customers the organization pay attention on having the
significant attention is paid on the audience that is having is having the objective of having
delicious Italian pizza & more products. These are specially referred as handmade pizza that are
considered to be delicious & healthy form of food that tend to attract customers who wants to
fulfill this form of products. This as well helps the customer to accomplish their objective of
gaining the particular from of products with lower pricing so that higher effectiveness to gain
customers attention can become possible. it uses the different form of marketing techniques so
that younger customers who are involved in the specified group can be attracted. Consume with
the busy life style and having the middle income group are basically focused by particular
organization so that higher profitability & stability can be achieved.
Positioning
In order to create the brand image effective positioning strategy is taken into the
consideration by firm that focuses on having the competitive advantage delivering to customers
so that better awareness regarding products can be achieved (Ado, Tsoho and Goni, 2018). This
involves identifying the differences of individual’s requirement so that competitive advantage
information to customers can be provided so that higher effectiveness in attaining the attention of
customers by implementing cost leadership is exerted. For the purpose of gaining higher level of
market share by delivering quality & higher satisfaction based products targeted audience.
Differentiation
It is basically associated with having the effective information regarding the uniqueness
so that higher customers share can be achieved. The particular organization possesses the
competitiveness in its pricing approach which aids to attract higher level of customers so that
trustworthiness can be gained. There is differentiation it approaches of dealing with customers
that involves suitability, acceptability & feasibility in turn friendly business environment by

coordinating with external components is exerted by firm. On the basis of this, it can be
interpreted that in such way firm differentiate itself from competitors participating in industry.
CONCUSION
From the above report it can be concluded that for Pizza express to run successfully in
global markets it is very important that various factors are identified closely and best marketing
plan is followed so that goodwill of the company is maintained and better revenues are generated
for the future. Also, the report had identified that there are various marketing factors such as
product, price, place, promotion etc. that had to be closely identified so that company is able to
sustain the market competition and ensure best use of technology and available resources that
important for success of any business. Moreover, the study had conducted market analysis
through BCG matrix so that best decisions might be made in terms of products that need to be
kept, sold or remove from the business to attain greater productivity and efficiency. Moreover,
the study had also presented Ansoff matrix that had suggested Pizza express best options for
future growth in the various markets. Also, report had described that through using such type of
matrix the firm would be able to design the best job roles and assign greater responsibilities to
the staff that wants to accomplish certain personal objectives within the workplace. Moreover,
the study had also discussed customer driven strategy for Pizza hut so that it is able to cover the
large market share and maintain best relationships that will further attract the potential customers
for the business .Lastly, different forms of entering into the international market had also been
discussed through defining the segment, targeting and positioning methods so that future might
be improved.

REFERENCES
Books and Journals
Ado, A.B., Tsoho, K. and Goni, K., 2018. ORGANIZATIONAL STRATEGY FOR WORLD
RECOGNIZED ORGANIZATION FOCUSING ON CUSTOMER. 4TH SOCIAL
SCIENCES. p.157.
Campo, R., Rosato, P. and Giagnacovo, D., 2020. Less salt, same taste: Food marketing
strategies via healthier products. Sustainability. 12(9). p.3916.
Klimas, P., Czakon, W. and Fredrich, V., 2022. Strategy frames in coopetition: An examination
of coopetition entry factors in high-tech firms. European Management Journal. 40(2).
pp.258-272.
Kozlenkova, I. V., and et.al., 2021. Sharing economy: International marketing strategies. Journal
of International Business Studies. 52(8). pp.1445-1473.
Torquati, B. and et.al., 2018. How can consumer science help firms transform their dog (BCG
Matrix) products into profitable products?. In Case Studies in the Traditional Food
Sector (pp. 255-279). Woodhead Publishing.
Online
Ansoff Matrix. 2022. [Online]. Available through:<
https://corporatefinanceinstitute.com/resources/knowledge/strategy/ansoff-matrix/>.
Pizza Express taps mobile to get customer involved with menu.2022.[Online] available
thorugh:<https://www.marketingdive.com/ex/mobilemarketer/cms/news/messaging/
7607.html>
What Is the Growth Share Matrix? 2022. [Online]. Available through:<
https://www.bcg.com/about/overview/our-history/growth-share-matrix>