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Pizza Shop
The company is Pizza Shop and that defines the product offerings as well. Pizza Shop will sell a wide variety of pizzas, with over two dozen toppings. Some pizzas will have pre-set recipes, but the customer will be able to customize the pizza as well. The shop will also offer related offerings such as calzones, pasta dishes, non-alcoholic beverages. Slices will be available at lunch time and during the afternoon. Some other snack foods and pre-made desserts will also be sold. The service offerings of Pizza Shop will include a small eat-in section, take-out and delivery. The delivery option will come with a thirty-minute guarantee to make the company competitive with other pizzerias in the area.
The branding strategy will put Pizza Shop as a cost leader in the area. As a result, the company will compete primarily on price. This value proposition will be communicating to the market in the company's marketing, so that the market knows they can expect low prices for their pizza needs. However, it should be noted that the low end of the local pizza market is quite crowded. In order to distinguish between Pizza Shop and other cost leaders, it will be conveyed that Pizza Shop is a pizza specialist, with better pies that competing outfits. Many of the competition also offer wings, gyros, burgers or other such food, but Pizza Shop will be positioned as a specialist....
Thus, it will offer the best value proposition of any cost leaders in the area.
The Pizza Shop branding strategy will focus on equating the brand with superior pizza at a low price. Advertising will focus less of gimmicks, mascots and other such items used by the competition, and focus strictly on the quality of the pizza. The idea is to create what is known casually as "food porn," that excites people about the pizza with the visuals and other elements. Pizza Shop subscribes to the theory that the full sensory experience is important, and will support that by creating the best-smelling pizza, and the most visually-appealing pizza, in addition to being the best-tasting (Lindstrom, 2005). The brand's marketing will focus on gooey cheese, abundant high-quality toppings, a crispy crust and other hallmarks of delicious pizza.
The core product of pizza fits well within the product line as the feature product. Because specialization is one of Pizza Shop's selling points, the company is going to focus its marketing on the core product. There will be significant depth in the core product, however. This will be reflected in the multitude of topping options and the customizability of these offerings. The offerings will be creative, reflecting the diverse culinary interests of the area, including "Mexican" pizzas, "Asian" pizzas and vegetarian offerings in addition to…
Works Cited:
Dalgic, T. (2006) Handbook of Niche Marketing. Binghampton, NY: Haworth Press.
Lindstrom, M. (2005). Broad sensory branding. Journal of Product & Brand Management. Vol. 14 (2) 84-87.
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