3. CALL US:
09.4492.4714
EMAIL US:
1122@pizza.co.th
BUSINESS ADDRESS:
143 Moo 5, Webster
• The new product strategy will
help us to compete with Pizza
Hut, Narai Pizzeria, Domino’s
Pizza during the Xmas holiday
and New Year holiday.
Executive Summary
4. CALL US:
09.4492.4714
EMAIL US:
1122@pizza.co.th
BUSINESS ADDRESS:
143 Moo 5, Webster
About us
• Founded in 1980
• The company used to franchise Pizza
Hut under Tricon Global Restaurant
• The Pizza Company established its own
brand in 2001
• Now it has branches in Myanmar,
Cambodia, Laos, Vietnam, China,
Malaysia, Israel, Saudi Arabia, United
Arab Emirates.
7. CALL US:
09.4492.4714
EMAIL US:
1122@pizza.co.th
BUSINESS ADDRESS:
143 Moo 5, Webster
Comparative Strategies
• Under our plan, we will expand
our differentiation strategy by
offering a new line of dessert
pizza products. Pizzas that is
sweet but will be hidden gems.
9. POLITICAL ECONOMICAL SOCIAL/CULTURE
» Government rules
and regulations
» Innovation leads to
changing policies
» Affected by the
import, export
policy
» Many targeted
audience and
potential audience
for sales and profit
» GDP growth of 7.2%
(2012 est.)
» Positive economic
reforms since 2010
» Creating a society of
American’s culture
and fun.
» People quickly
absorbing modern
trends to improve
social life, giving
confidence and
beauty
EMAIL US:
1122@pizza.co.th
CALL US:
09.4492.4714
BUSINESS ADDRESS:
143 Moo 5, Webster
P.E.S.T.E.L analysis
10. TECHNOLOGY ENVIRONMENT LEGAL
» Indirect competitor
laser technology for
hair removal
» Changes in new
method and
techniques
» We follow the
regulation and
support home
grown product. Non
GMO
» Introduce new
products
» Abide tax policies,
law enforcement,
and environmental
protection
» Make sure to follow
all rules and
regulations and
have a positive
effect on country’s
economy, politics
and environment
EMAIL US:
1122@pizza.co.th
CALL US:
09.4492.4714
BUSINESS ADDRESS:
143 Moo 5, Webster
P.E.S.T.E.L analysis
11. CALL US:
09.4492.4714
EMAIL US:
1122@pizza.co.th
BUSINESS ADDRESS:
143 Moo 5, Webster
1 Strength
• Quality product also increased sales,
as people posted positive feedback
hanging out online. The post also had
a deeper meaning and was for a good
cause
• In-door dining, Italian
styles, fancy restaurant
3
• Could use more singers to carry on the
‘love songs’ idea when launching new
products, as it worked well with the bacon
cheese burger pizza
SWOT analysis
2 Weaknesses
Opportunities
• Some may not like the companies
business since we lack of menu
choices
• Some may argue in the long term
not effective since the in-door cost
a lot utility and fixed-cost
4 Threats
• Market share
• Pizza Hut 40 years old
• Domino 8 years old
• Narai Pizzeria 4 years old
• Other new comers
13. CALL US:
09.4492.4714
EMAIL US:
1122@pizza.co.th
BUSINESS ADDRESS:
143 Moo 5, Webster
Market Strategy
• We will conduct an STP on Pizza company’s already
existing customer base to determine which clientele
would be most likely to purchase and enjoy our new
product.
• Pizza company will seek to capture pre-existing
customers as a target market for our new products.
• We will also seek out new customers who are drawn to
Pizza Company because of the new dessert pizza
products.
14. CALL US:
09.4492.4714
EMAIL US:
1122@pizza.co.th
BUSINESS ADDRESS:
143 Moo 5, Webster
Segmentation (pre-exist)
• Given that the Pizza Company has been operational in
Thailand for nearly 40 years, there is a well established
market target and customer base.
• We will cater our Product, Place, Price, and Promotion
to these established customers, while focusing on
those most likely to be interested.
15. CALL US:
09.4492.4714
EMAIL US:
1122@pizza.co.th
BUSINESS ADDRESS:
143 Moo 5, Webster
Demographic
• Ages Twelve to Fifty.
• Upper to middle class Thai nationals and
middle class tourists.
• Work or go to school nearby an outlet.
• Popular with Muslim Thai’s and Foreigners
because of pork free selection.
17. CALL US:
09.4492.4714
EMAIL US:
1122@pizza.co.th
BUSINESS ADDRESS:
143 Moo 5, Webster
Geographic
• Mostly those living in an urban
environment within Thailand.
• Those living in Southeast Asian and Arab
countries hosting a Pizza Company
restaurant.
18. CALL US:
09.4492.4714
EMAIL US:
1122@pizza.co.th
BUSINESS ADDRESS:
143 Moo 5, Webster
Benefit & Loyalty
• Pizza company offers a loyalty program in
the form of a paid yearly membership.
• Heavy discounts are available and many
customers continue to come back because
they are already making a yearly investment.
• Pizza company appeals to a segment that
enjoys the ease and convenience of home
delivery.
19. CALL US:
09.4492.4714
EMAIL US:
1122@pizza.co.th
BUSINESS ADDRESS:
143 Moo 5, Webster
Evaluate Segment Attractiveness
Targeting
After evaluating all of Pizza Company’s
existing segment target’s, we have
determined that young people 13 to
20 and families with 4 to 15 children
will be the primary market target for
our Dessert Pizza line.
20. CALL US:
09.4492.4714
EMAIL US:
1122@pizza.co.th
BUSINESS ADDRESS:
143 Moo 5, Webster
Young people and families
Targeting
• Young people and families with children will make
an ideal market target for our product.
• They are easily identifiable.
• Substantial in number.
• Reachable via television advertisement, as well as
responsive.
• Profitable, as eating out can account for up to half
of many young people’s disposable income.
22. CALL US:
09.4492.4714
EMAIL US:
1122@pizza.co.th
BUSINESS ADDRESS:
143 Moo 5, Webster
Positioning Strategy
• Value: Our product will be promoted as a
cheaper but equal in quality alternative to
expensive gourmet dessert products such as
those sold at the Chocolate factor and
Swensen’s.
• Our product will also be promoted as being a
time and money saver for customers, as they
will not have to move to a different location if
they choose to have dessert after their meal.
24. CALL US:
09.4492.4714
EMAIL US:
1122@pizza.co.th
BUSINESS ADDRESS:
143 Moo 5, Webster
Tagline
• “When your dream comes true!!”
• It is to explain that it is time for us to
step out of the game and focus on what
the customer actually need from the
pizza.
• People, especially our customers
demand for a variation of good choice in
dessert.
25. CALL US:
09.4492.4714
EMAIL US:
1122@pizza.co.th
BUSINESS ADDRESS:
143 Moo 5, Webster
Product
• The Pizza Company has finally come up
with the idea of launching 4 types of
dessert pizza (3 presets, 1 free-style)
combined with 14 optional toppings.
• Namely:
cookies and cream,
banana chocolate,
raspberry chocolate,
free-style “sweet-oh-my”
28. This preset is our unique signature pizza
as no known competitors have raspberry
on their pizza. Moreover, the rarity of
raspberry in Thailand helps increase value
of this pizza so we could charge higher
price.
• chocolate cookie at bottom
• crunchy almond spread
• raspberries on top with white chocolate
spread
• Raspberry will come from Thailand
Royal Project Foundation, which
established by king Rama 9 to supports
hill tribe’s people.
CALL US:
09.4492.4714
EMAIL US:
1122@pizza.co.th
BUSINESS ADDRESS:
143 Moo 5, Webster
Signature Pizza:
Raspberry Chocolate
29. CALL US:
09.4492.4714
EMAIL US:
1122@pizza.co.th
BUSINESS ADDRESS:
143 Moo 5, Webster
Sweet-Oh-My!!
• Customers get 2 free toppings of
their choices except ice cream.
• Chocolate dough, vanilla dough,
normal pizza dough, charcoal
dough and baked cookie all in
same price.
• All toppings except raspberry,
sticky rice, and ice cream have
same price.
33. CALL US:
09.4492.4714
EMAIL US:
1122@pizza.co.th
BUSINESS ADDRESS:
143 Moo 5, Webster
Packaging (extra)
All packaging types share same
green background color and
white letter which, similar to
normal pizza packaging of the
Pizza Company.
Packaging for one-piece dessert
pizza is in triangular shape that
perfectly fit the pizza. The height
of the box is enough for ice
cream to sit on top of the pizza
in the box. Finally, the box is
covered by aluminum foil
cooling bag to prevent ice
cream from melting.
3 pieces = rectangular box
6 pieces= square box
34. CALL US:
09.4492.4714
EMAIL US:
1122@pizza.co.th
BUSINESS ADDRESS:
143 Moo 5, Webster
Price
• Psychological pricing: , we implemented on
presets and value combos to encourage customers to
respond on emotional levels rather than logical ones.
• Bundle pricing: , we encourage customers to
buy 3 or 6 pieces rather than individual piece, and buy
in combos.
• Premium pricing: , premium pricing is often
most effective in the early days of a product life cycle
as there are none or few competitors for customer to
compare price.
35. CALL US:
09.4492.4714
EMAIL US:
1122@pizza.co.th
BUSINESS ADDRESS:
143 Moo 5, Webster
Price
Combos: We offer value combo in
combination with regular pizza.
Combo 1 (without ice-cream)
1 regular pizza (medium/large) + 2
dessert pizza pieces (4 toppings)
= 399 THB medium, 459 THB
38. CALL US:
09.4492.4714
EMAIL US:
1122@pizza.co.th
BUSINESS ADDRESS:
143 Moo 5, Webster
Advertisement
• The Pizza Company is in Oligopoly market
and has enough funds for all types of
advertising.
• Goals: to maximize frequency and range
Traditional: television, radio newspaper,
magazine, poster and billboard
Online: social media, company’s website
41. CALL US:
09.4492.4714
EMAIL US:
1122@pizza.co.th
BUSINESS ADDRESS:
143 Moo 5, Webster
Photo-sharing
• Improved our Instagram
strategy to appeal to
millennials
• Add value to our users
• Taking an approach that is
welcome to modernity
• Partnered with lots of Thai
Instagram influencer
• Promotional opportunity
42. CALL US:
09.4492.4714
EMAIL US:
1122@pizza.co.th
BUSINESS ADDRESS:
143 Moo 5, Webster
Blogging
• Address emphasis the joy of food
• From sweet chocolate to crunchy
cookies and delicious creams
• Keeps customers updated on the
entertainment programs launched
and how it affects
• How The Pizza Company give back to
the community and openly volunteer
to help others
• Initiatives such as #GivingTuesday
43. CALL US:
09.4492.4714
EMAIL US:
1122@pizza.co.th
BUSINESS ADDRESS:
143 Moo 5, Webster
Event/Celebrity
We will have Thai famous
chefs, food reviewers, and
winners from Master-chef
Thailand as our brand
ambassador.
Kaew Paweenuch, the first
Master-chef of Thailand, who
is famous for dessert dishes.
These people are well
respected for their culinary
knowledge so people are
more likely to trust them.
44. CALL US:
09.4492.4714
EMAIL US:
1122@pizza.co.th
BUSINESS ADDRESS:
143 Moo 5, Webster
Sales Promotion
• We use bundling or combos, sweepstake, bulk
discount, buy 1 get 1 free, and coupons.
• For buy 1 get 1 free, customer who buy 1
medium or large regular pizza get 1 extra slice of
any dessert pizza of their choice.
• Upon completion of online surveys for new pizza
toppings and presets, customer will get online
coupons for discount price.
• Customers whose ideas got chosen as new pizza
presets or toppling will get coupon for 6 pieces
pizza of any toppings (up to 6).
46. CALL US:
09.4492.4714
EMAIL US:
1122@pizza.co.th
BUSINESS ADDRESS:
143 Moo 5, Webster
“It can be concluded that these
strategies have been successful
and the strategies are flexible,
as they can be changed with the
changes in the market conditions
as well as the targets.”
- The Pizza Company
