A proposed marketing plan for Yellow Cab Pizza Co.: Governor Forbes, Katipunan and Morayta

• Main Author: Hay, Liezel Dianne Dy
• Format: text
• Language: English
• Published: Animo Repository 2010
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18033
• Institution: De La Salle University

Yellow Cab Pizza Co. is a quick casual restaurant offering authentic New York tasting pizza. Consumers perceive the brand as high-end and premium. Despite the quality and taste, the consumers only eat at Yellow Cab during special occasions. This marketing plan is specifically made for Yellow Cab Pizza Company branches in Morayta, Katipunan, and Governor Forbes whose primary target market are students in University of the East, Far Eastern University, University of Santo Tomas, and Ateneo De Manila University. This research contains a comprehensive study of the fast food industry and the brand's competitive situation including both direct and indirect competitors of the brand. The company's strengths, weakness, opportunities and threats as well as the political, social, environmental, and technological factors are presented in the paper. The main goal of this paper is to increase the number of dine-in customers especially during lean hours, specifically from 2 pm to 5 pm. Other goals include creating a campaign that would highlight Yellow Cab's products as premium offerings and developing key strategies specifically directed to students in the selected universities. In order to increase sales and generate traffic in the three branches, marketing mix strategies and communication programs are presented as well. The proposed strategies are constructed to meet to the goals and objectives set by the researchers that will be beneficial to the company. The proposed programs are supported by primary research such as FGD and UAI surveys, and secondary research. Investment plans and estimates of profitability will reflect the profit that could be earned once the strategies are implemented. An evaluation of the strategies and programs will be conducted as well to assess the effectiveness of the proposed strategies and programs.