100km pizza company

8/13/2019 100km Pizza Company

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WHERE IS YOUR FOOD COMING FROM?KELSEY MCKENZIE, CINDY WASHBROOK, HENNA SAHOTA, MIKE ROSENAU


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SUMMARY OF CONTENT

Summary of Company

Segmentation of Target Audience

Objectives

Promotional Elements

Media Selection

Campaign


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SUMMARY OF COMPANY

Local, Fresh Food

Produced within 100km

Fresh, never frozen

Unique to Alberta

Elegant Atmosphere

High quality food/high quality ex

Educated servers

Knows where product came fro

Love their jobs


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SUMMARY OF CONSUMER BENEFITS

Fresh, Local Food

Healthy

Vegan Options

Gluten Free Options

Organic Options

Know where they’re food came from

Promotes local businesses/farmers/community

Elegant Atmosphere

New experience

Great customer service


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TARGET AUDIENCE SELECTIONDEMOGRAPHIC, GEOGRAPHIC, PSYCHOGRAPHIC, SOCIOECONOMIC, BEHAVIOUR


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DEMOGRAPHIC

Both Males and Females,

Age 22 – 35

Student or Early Career

Living independently or with roommate

Renters or Starting a Mortgage

Single


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GEOGRAPHIC

Edmonton Area (Downtown)

One million +

Metropolitan


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PSYCHOGRAPHIC

Values

Lifestyle

Personality

Social Class


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SOCIOECONOMIC

Post-Secondary students/Early Careers/Established Careers

Occupation: Professionals (Blue Collar and White Collar)

Part-time or Full-time


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BEHAVIOURAL

Loyalty

User status

Usage rate

Situation

Benefits Sought


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POSITIONING STRATEGY

To be seen as a prestigious pizza company, that cares about what they serve and wher

More local and elegant than fast food pizza chains

Pizza Hut, Dominos, Pizza 73


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OBJECTIVESCOMMUNICATIONS AND BEHAVIOURAL OBJECTIVES


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COMMUNICATIONS OBJECTIVES

Create awareness in 70% of target market by December 31, 2014

Educate consumers about 100km philosophy. Have 50% of target market educated abo

philosophy by December 31,2014.

Induce positive feelings about 100km philosophy in 45% of target market by December


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BEHAVIOURAL OBJECTIVES

Obtain trial in 20% of target market by December 31, 2014.

Obtain repeat purchase of product in 10% of target market by December 31, 2014

Induce brand-switching purchase 5% of target market by December 31, 2014.


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PROMOTION OPTIONS

Samples

Staff in uniforms

Distribution in neighbourhood

Specialty food options

Menu samples

Frequency Program

Loyalty card

Track data

Different card options

Corporate vs. Regular


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PROMOTION OPTIONS

Price-Off Deals

Reduced prices for weekly events

“Wing Wednesday”

“Bison Burger Friday”

Event Marketing

Sponsor event

Directly related to food related

Heritage Days, Hope Mission


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CO-OPERATIVE ARRANGEMENTS

Horizontal cooperative advertising

Local Businesses/Farmers Markets/Local Farmers

Advertise each other’s products

“100km’s Pizza is Made from Bakery X’s Dough”


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PUBLIC RELATIONSISSUES, TARGET AUDIENCES, STRATEGY, TACTICS


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ISSUES TO BE ADDRESSED

Awareness of Restaurant

Lack of awareness of 100km philosophy

Lack of consciousness regarding food options Where it comes from,

How it’s produced.


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TARGET AUDIENCES

Internal Audience

Farmers/Local Businesses/Other Suppliers/Staff

Objective: responsible, local citizens, who care

about local economy.

Objective: Employees are well trained and

educated

External Audience

Customers/Potential Consume

Community

Objective: Promote that we car

community

Objective: free publicity

Free pizzas for local media


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STRATEGY

Eating local helps everybody.

“Where does your food come from?”

Endure costs, full control over what/where/when.


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TACTICS

Community involvement

Complementary dinner for Hope Mission Residents

Image Advertising: position as an active role player

Cause-related Marketing


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INTERNET MARKETING

Website

Menus

Nutritional Information

100km Philosophy

“Where is your food coming from?” Supplier information

Social Media

Facebook Page

Twitter

Instagram

Yelp and Urban Spoon


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MEDIA SELECTION


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MEDIA SELECTION

Outdoor

#1 Recommendation

Cost-Effective

Target Geographic Areas

Emotional Response

Radio

Cost-Effective

Contained Market

Interest & Frequency

Morning Shows and 5o’clock ru


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CAMPAIGN

Where is your food com ing f rom?

Positioning

Advertise

Sales Promotions


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SOLAR FLARE AGENCY

New and Innovative

Diverse Expertise

Creative Team

Strategic Problem Solvers

Award Winning Campaigns

Old Spice “Sitting on a Horse”


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ANY QUESTIONS?

100km pizza company

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