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Describe about the Marketing Strategy and Plan for Pizza and Halal.

SWOT Analysis

Factors

Expansion

Strength

·         Hygienic and healthy pizzas of Amigos pari pari are extremely popular to its customers.

·         Customers can avail fast service and quick delivery of their foods

·         The customers can avail wide ranges of pizza specialties like tandoori chicken, amigo special and meat lovers.

·         Halal Pizzas are special attraction to the customers (Amigosparipari.com.au 2016).

·         Leader in online and mobile ordering system attracts customers

·         Options of customizing the topping are special attraction to the customers.

·         Efficient and effective supply chain management helps in maintaining the image of the organization (Bernhardt et al. 2013).

Weakness

·         High calories and fat of the foods may not be healthy for health conscious people.

·         The franchise management of the organization is not highly effective causing ineffective customer service

·         Unavailability of skilled employees lack in providing innovative ideas towards new product launch

·         The rate of employee turnover is extremely high due to lack of effective training and development program (Pettigrew et al. 2012).

Opportunities

·         Online and mobile ordering system enhance the efficient of home delivery option

·         Product diversification in term of burgers and pizzas attracts different types of customers

·         The organization is intended to introduce new flavored pizzas toppings as per the needs of specific regions.

·         Pizzas are available in different sizes and customer can buy the pizzas as per their choice.

·         Venture into new market

·         Growing presence into new market like Brunswick West, Fitzroy North, Pascoe Vale and Moreland leads to increasing sales (Morley et al. 2013).

Threats

·         Intensive competition among the competitors like Domino’s, Pizza Hut and McDonalds are creating huge challenge for the organization (Watson et al. 2016).

·         Health conscious people are unwilling to buy the pizzas having high calories and fat.

·         The increasing prices of specific ingredients like Cheese used in the pizzas are creating pressure on the organization.

Table 1: SWOT Analysis of Amigos pari pari

(Source: Smithers, Merlin and Lynch 2013)

SMART Objectives

Objectives

Explanation

Specific

Amigos pari pari is intended to create effective promotional plan for expansion and recognition in the market. The organization has decided to expand in the market of Queensland, Brisbane, Tasmania and Gold Coast. In this way, they are also intended to change their promotional plan for attracting the customers in the new markets.

Measurable

The effectiveness of the promotional plan would be calculated through increasing rate of sales. Apart from that, the organization can also measure their promotional plan through the degree of market penetration (Jenkin et al. 2014). While, the organization would realize that their customers are likely to repeat their purchase in their stores, it would signify the effectiveness of the promotional plan.

Achievable

A series of market research would be arranged for the identifying the customer acceptance of the Pizza in the new markets. The organizations have huge number of dedicated and hardworking employees, who will be willing to achieve the organizational success (Pettigrew et al. 2013). Apart from that, sufficient amount of capital invested in the promotional plan will surely achieve the motto of the promotional plan.

Realistic

The employees of the organization are highly dedicated to their job role. Therefore, they would surely consider the organizational goal as their individual goal. The organization likes to expand their business in new markets for enhancing their sales. Therefore, revised and attractive promotional plan would surely attract the new customers by understanding their needs (Pettigrew et al. 2015). Apart from that, the achievement of organization goal would surely enhance the career goals of the individual employees. Therefore, they are more likely to achieve the organizational goals.

Timely

Amigos pari pari is has decided to achieve this objective within next 1 year. Furthermore, the organization is intended to achieve 50% of their goals within 6 months of the coming year. The organization would take the initiative of the promotional activities from now for enhancing their level of market penetration.

Table 2: SMART Objectives of Amigos pari pari

(Source: Jenkin et al. 2014)

Factors

Explanation

Segmentation

Demographic

·         Age: 18-65

·         Income: AU$ 300- AU$ 350

·         Occupation: Student, Service Holders, Corporate officials

·         Marital Status: Both Single and Married

Psychographic

·         People do not have much brand consciousness would be the customers of the organization, as it not have strong brand image.

·         People having modern lifestyle would be the customers of the organization.

·         Service and corporate holder, who have less time to invest in eating foods, would be the customers. They would be interested to buy such ready foods in their off time.

·         People want to have healthier life would be the customers, as they always like of have hygienic foods.

·         People having moderate lifestyle would be the customers and it is not customized for high-end customers.

Behavioral

·         People, who like to have discounts and offers in the product they buy would be customers of the organization.

·         People, who want extra benefits from the foods they buy would be the customers of the organization.

Target

·         Both young and aged people would be the customers of the organization.

·         Students and professionals, who like to have temporary foods in their off time, would like to have this Pizzas

·         The hygienic pizzas would be customized for the healthy conscious people

·         Both middle and upper middle class people would be the customers of the organization

·         Corporate officials and other service holder having modern and sophisticated lifestyle would be under the target group of the organization

Positioning

Amigos pari pari is highly popular for its halal Pizza, which may not be available in other pizza stores. The prices of the pizzas are quite moderate and therefore, most of the middle class and upper middle class people can afford this pizza. Variety in the pizzas also attracts different group of people. The organization customizes the toppings of the pizzas as per the needs of the customers. It also provides pizza toppings as per the choice of the regions. Apart from that, the pizzas of this organization are available at online sites. Therefore, the customer can order their pizzas and get delivery of pizzas by sitting at their home. The pizzas are also available at different sizes and customers can choose any pizza as per their needs.

Table: Target Market of Amigos pari pari

(Source: Smithers, Merlin and Lynch 2013)

Reference List

Amigosparipari.com.au. 2016. Amigos Pari Pari, Coburg - Pizza & Halal takeaway restaurant. [online] Available at: https://www.amigosparipari.com.au/ [Accessed 17 Oct. 2016].

Bernhardt, A.M., Wilking, C., Adachi-Mejia, A.M., Bergamini, E., Marijnissen, J. and Sargent, J.D., 2013. How television fast food marketing aimed at children compares with adult advertisements. PLoS One, 8(8), p.e72479.

Jenkin, G., Madhvani, N., Signal, L. and Bowers, S., 2014. A systematic review of persuasive marketing techniques to promote food to children on television. Obesity reviews, 15(4), pp.281-293.

Morley, B., Scully, M., Martin, J., Niven, P., Dixon, H. and Wakefield, M., 2013. What types of nutrition menu labelling lead consumers to select less energy-dense fast food? An experimental study. Appetite, 67, pp.8-15.

Pettigrew, S., Jongenelis, M., Quester, P., Chapman, K. and Miller, C., 2015. Dimensions of parents’ attitudes to unhealthy foods and beverages. Food Quality and Preference, 44, pp.179-182.

Pettigrew, S., Pescud, M., Rosenberg, M., Ferguson, R. and Houghton, S., 2012. Public support for restrictions on fast food company sponsorship of community events. Asia Pacific journal of clinical nutrition, 21(4), pp.609-617.

Pettigrew, S., Tarabashkina, L., Roberts, M., Quester, P., Chapman, K. and Miller, C., 2013. The effects of television and Internet food advertising on parents and children. Public health nutrition, 16(12), pp.2205-2212.

Smithers, L.G., Merlin, T.L. and Lynch, J.W., 2013. The impact of industry self-regulation on television marketing of unhealthy food and beverages to Australian children. Medical Journal of Australia, 199, pp.148-149.

Watson, W.L., Brunner, R., Wellard, L. and Hughes, C., 2016. Sponsorship of junior sport development programs in Australia. Australian and New Zealand journal of public health, 40(4), pp.326-328.

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