2. COTTAGE INN GOURMET PIZZA
• Family-owned business started from 1948
• Originated from Ann Arbor, Michigan
• Provide varied choices of Italian & Greek dishes and
pizzas
• Carryout and deliver services have been available
since 1975
3. SWOT ANALYSIS
Strength: Weakness:
Long brand history A little expensive than competitors
Well-known in Michigan, Indiana Unsatisfying online marketing
and Wisconsin areas activities
A variety of food choices Fewer stores compared to other
Gourmet pizza pizza brands
Customization
Opportunity: Threat:
More and more people eating Fierce competition
outside Product homogeneity
The Internet and mobile phones Many substitutes
facilitate online orders Health concerns
4. CURRENT MARKETING EFFORTS
• Direct mails
• Local TV commercials
• Cottage Inn on Facebook
• The fan page was created on Jan 20, 2011
• 5,332 “likes”
• Updates status every 2-3 days
• Cottage Inn on Twitter
• The twitter account was built on May 19, 2009
• 120 tweets and 539 followers till March, 2012
5. NEW DIGITAL MKTING PLAN
• Target
• College students
• No time or places for cooking
• Primary users of the Internet
• Active on social media
• Like parties and fast food
• Goal
• Increase out-of-store orders
• Channels
• YouTube
• Google AdWords
• Mobile Apps
6. YOUTUBE
• Cottage Inn YouTube Brand Channel
• Content
• Commercials
• Entertainment
• Pizza Room
• Keep Fit
• Budget
• YouTube brand channel is free
• The cost for hiring a new social media specialist probably is
$50,000 - $60,000
• Metrics of success
• the number of subscribers, viewers, likes, video shares and
comments
7. GOOGLE ADWORDS
• Geographical target
• Michigan, Indiana and Wisconsin areas
• Time
• 6 months
• Ads will be scheduled appearing from 11am to 4am
• Keywords
• “hot pizza”, “pizza delivery”, “pizza party”, “fresh pizza”,
“Italian pizza”, “gourmet pizza” etc.
• negative keywords are “pizza fat”, “pizza calories”, “pizza
carbohydrates” etc.
• Average Max CPC for per keyword will be $2.85, display
network bid will be $2.5
8. • Display
• ads will run both on “search” and “display network”.
• Metrics of success
• ads clicks
• ads impressions
• ads click through rates
• the traffics of cottage inn online official website
• the number of deliveries
• return on inverstment
9. MOBILE APPS
• Cottage Inn Mobile App
• Operating Platform
• iPhone
• Content
• food menu
• digital coupons
• pre-order and check out on mobile phones
• nutrition facts
• Budget
• $6,500 - $8,000
• the average cost for making an app is $6,453
• The cost for small iPhone apps will be $3,000 to $8,000
• Metrics of success
• Downloads of the app
• The number of orders through mobile phones
