A Marketing plan for round table pizza

• Main Authors: Gonzales, Tiffany, Ngo, Sherwin Lim, Ramos, Martin, Vicente, Ma. Rulette, Tan, Howell
• Format: text
• Language: English
• Published: Animo Repository 1994
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16914
• Institution: De La Salle University

One of the newest entrants in the pizza market is Round Table Pizza, a franchise of Citadel Foods Corporation from Round Table Pizza Franchise Corporation, USA. In its two-year existence, it already has six outlets located inside large shopping malls and other strategic areas in Metro Manila. It plans to open three more stores before the year ends. The main objectives of the company for 1995 are as follows: to generate maximum awareness and trial among consumers and to position Round Table Pizza as the Premium Pizza because of its generous toppings, fresh ingredients and consistent product quality. The marketing plan is estimated to increase total sales by 110%, to increase total awareness level of 18%, and to break even by generating profits of P 1.8 million. Several Local Store Marketing (LSM) activities and System-Wide promotions will be implemented to induce trial among potential customers and to encourage repeat purchase among regular patrons. Radio and print advertising will be utilized to increase awareness and to communicate our unique selling proposition. An aggressive expansion program will be undertaken that will increase the number of outlets to 17 by the end of 1995. This will bring its products closer to its target market and make its outlets more accessible to patrons. A total investment cost of P 4,496,215.14 would be needed to shoulder the various costs for promo's, LSM's, advertising and research.