Proposal for a New Marketing Strategy to Bring More People

Marketing Plan

Friedman

Internet Marketing and Pizza

This report tries to gather some advantages and disadvantages associated with a new Internet marketing plan for a new pizza shop. By following their new marketing plan, this report alter the way small businesses use the internet marketing approach to change the way they advertise. There is a lot of media attention being paid to Internet marketing and most people believe that this type of marketing approach is the future. More and more organizations now focus on new and inexpensive ways to attract new customers. Marketing companies are gradually becoming experts on the World Wide Web. But the world has gone global, now marketers and local businesses have the opportunity to also play on the open global platform. It is possible that new small local business may actually require international skills as more global opportunities are created through the web. There are estimates regarding daily internet use at over twenty to sixty million people a day in the United States alone. This means that not being on the internet marketing frontier will be a major mistake. There are many advantages and even a small pizza shop in Philadelphia can literally reach a global audience.

Philadelphia's Pizza Good is a small company who aims to grow and get more customers. Pizza Good is a local success story with a long history of dedication, hard work and long hours. The owner believes that even with past modest success, there could be much greater opportunities down the road for them. The owner and a new marketing fiend got together in order to brainstorm. The owner now realizes that they know pizza but they are lacking in sales experience, advertising and marketing. They reevaluated objectives and are now thinking about a totally new approach in an effort to increase profitability through customer expansion. They already have a loyal customer base, but the owner would appreciate more loyalty from customers in order to fuel growth.

They believe that they can raise the customer awareness and then more success will come to the company. All businesses should spend a large percentage of their time focusing on sales and marketing because these are the keys to success. Without customers, the business will not grow. The key for the owner to grasp is the fact that success is a matter of attracting and retaining customers. "It is well recognized that a key issue in gaining brand awareness, trial, and subsequent loyalty is to reflect deep-seated values in advertising and augmented product offerings. When marketers address consumer values, target consumers sense that the product's purpose is to benefit their individual lives." (Durgee, O'Connor, and Veryzer) Marketing and selling are unique but they are still components that function together. There is more to Internet marketing, but the basics entail the normal starting place -- the concept of the four P's:

Product

Price

Placement

Promotion

When an organization begins a new internet marketing campaign, they must first consider the four essential advertising and marketing keys and then there will be a greater advantage to internet marketing. For example, this small company could do irreversible harm to their store's image if they reached an entire potential audience in a negative or detrimental way.

The Internet provides new opportunities to know and understand a customer. Getting reliable feedback means simply asking customers logical questions through surveys or email questionnaires. A series of survey questions would be created by the owner, employees and the marketing consultant. "Brands and products can offer new benefits and play new roles in peoples' lives if marketers know how to identify and track key values, understand their impact on consumption behavior, and apply them to new products and advertising." (Durgee, O'Connor, and Veryzer)

The advantages of receiving this new information should not be understated. There may be some issues that need to be addressed in order to not ask offensive or degrading questions that could potentially offend customers or make the customer opt out.

The owner decided on a two pronged survey approach. One is for customers, the other for employees. The first customer survey was a free homemade customer feedback webpage. "As the twenty-first century progresses, the consumer's growing information power is bound to transform the marketplace. The one that survives will be the one willing to adapt to the consumer's needs. The old cliche "the customer is king" is about to take on a wholly unexpected and fresh meaning." (Snider)

Signs were created and hung in windows of each location and on each of the register's counters. The signs offered a free twelve ounce drink with the purchase of a slice. The sign gave the URL for the online assessment. The surveys were mainly for parental feedback. The local kids got their parents involved. The promotion did well and was popular for high school aged kids, college age, business and Internet savvy residential customers.

The second survey was a simple paper questionnaire. The paper survey was offered to each buying customer over a two-week period. The surveys were also placed on each table. Feedback was positive and gave surprising details such as: the pizza was considered tasty, the stores were not as clean as the owner thought, home pizza delivery was not consistent, customers preferred paying with credit cards, sports night led to increased sales, etc.