A group project for Marketing Management class at George Brown College - 2014

1. “it’s simply Better”
Marketing Plan
PIZZATO
Athisya N Asim N
Gururaj B Jessica A
Mehtab B Trang B
April 2, 2014 - MARK 1027

2. Table of content
• Introduction
• Marketing Objectives
• Target Market
• Consumer Profile
• Product Strategy
• Price Strategy
• Distribution Strategy
• Promotion Strategy
• Income Statement
• Implementation and Evaluation
• Appendix
“it’s simply Better”

3. Introduction
“it’s simply Better”
• McCain is proud to introduce an innovative new
product Pizzato.
• A new concept in the frozen pizza market using the
amazing combination of a crispy gluten-free crust made
of potato slices, and your favorite toppings to provide a
fast, tasty and healthy snack for all times.
• Packaged in small size, Pizzato is perfect for
everybody who wants a tasty and nutritious meal but
doesn’t have time to cook

4. Marketing Objectives
• To successfully introduce Pizzato to the Canadian market on
September 1st of 2015.
• To reach annual sales goal of $4,320,000 by August 31th of
2016.
• To have awareness among 20% of the target Gluten-Free
market.
“it’s simply Better”

5. Target Market
• The frozen pizza market is differentiated – messages usually focus on
families, couples and young people.
• Target market: People aged 20-45 with middle income, who care about
their health and choose gluten-free food over regular food. They are
very cautious of what they put in their body and have a fast pace day-
to-day, making practicality essential when cooking
• Target audience: 20-45, middle income, gluten-free eaters, with a fast
pace lifestyle.
“it’s simply Better”

6. Consumer Profile
• Ashley, 27 years old, married, busy lifestyle, financial manager of a food
company. She tries to fit healthy and gluten-free foods in her diet as well
as her husband's. She shops at the supermarkets located on her commute
to work.
“it’s simply Better”
She doesn't really enjoy cooking and
doesn't have much time to do it. The
end of the day she's usually tired so she
buys products that are easy to prepare
and yet nutritious and delicious.

7. Product Strategy
“it’s simply Better”
• Our new product is a small-sized pizza with potato slices crust that will
deliver a great Italian taste without any gluten.
• Four 6” pizzas in one box, 208g/ per pizza, 832g/ box, in eco-friendly
packaging.
• Ingredients:
• Preparation: 2 minutes in microwave and 16-18 minutes in the oven
Veggie Meat Lovers Hawaiian
Crust: Potato slices
Topping: Roasted red and
yellow peppers,
mushrooms, zucchini,
garlic and onions, soy oil.
Tomato sauces,
Mozzarella cheese and
goat cheese
Crust: Potato slices
Topping: Pepperoni,
cooked seasoned beef,
Italian sausage, cooked
bacon.
Tomato sauces and
Mozzarella cheese
Crust: Potato slices
Topping: Pineapple,
cooked ham
Tomato sauces and
Mozzarella cheese

8. • Positioning: To pizza lovers who follow gluten-free diets, McCain’s
Pizzato is the potato crust pizza with variety choices of toppings that
will be able meet all customers’ cravings and deliver a fast and tasty
meal without any gluten.
• Points of Difference:
– Gluten free
– First and only frozen potato pizza in the market
– 3 toppings that fit everyone’s needs
– Small-sized: good for children, single person or have it as a snack
– Eco friendly
“it’s simply Better”
Product Strategy

9. • Brand name: Pizzato
• Rationale:
We chose Pizzato as our brand name because it describes
the product perfectly as it is the combination of Potato and
Pizza. Pizzato is a short name which is fun, easy to
remember. It can provoke the curiosity of people and may
motivate them to try out the product. It also reflects the
image of McCain brand as a whole very well.
“it’s simply Better”
Product Strategy

10. • Packaging Details:
Following the small packages trend,
snacking trend and eco-friendly
trend, four small-sized (6”) pizzas
will be packed in one box, each box
weight 832g, individually wrapped,
environmental friendly materials.
“it’s simply Better”
Product Strategy

11. “it’s simply Better”
• McCain is already recognized in the frozen pizza market with products
such as Pizza with Ultrathin crust, Thin crust, rising crust, deep and
delicious and etc.
• Pizzato is a Premium product of McCain as it is designed for the health
conscious, Gluten-free eater, hence it has its own unique market
• Price of 1 pack of Pizzato which serves for 4 is $7.49 and this will be
sold for the wholesale price of $5.00
Price Strategy

12. “it’s simply Better”
Price Strategy
• Since it is a premium product of McCain we have set the price higher than
our existing pizza products to exhibit its of more better and quality product
• Our product’s price based on the average price of our competitors above
and it is customer oriented hence product price is set relatively high
compared to regular brands but less then premium brands such as Oetker
and Gourmet to generate new sales and to make target leadership.
Product Pricing $ (for quantity which serves 4)
Nestles digirno/
Delissio pizza
5.99
Oetker Ristorante 8.25
Gourmet Pizza 8.75

13. • Key Retailers: Walmart, Loblaw’s, Metro, Sobeys
• Local Wholesalers
“it’s simply Better”
Distribution Strategy - Multichannel

14. • National distribution as dictated by market penetration strategy.
• There are at least 2 levels of middlemen: wholesalers and
retailers
• STORAGE AND HANDLING: Pizzato comes under Frozen food, so
accordingly product listing will be under cold storage section
• Trade promotions initially will be in the form of coupons and will
be altered after 2 months based on KPI
“it’s simply Better”
Distribution Strategy - Intensive

15. Promotion Strategy
“it’s simply Better”
“it’s simply Better”
IMC Theme/ Slogan:

16. “it’s simply Better”
• The slogan “It’s simply Better” follows the same concept of the
name Pizzato ( which is the combination of Pizza and Potato). “It’s
simply Better” is the combination of “Simply Potato” (slogan of
McCain’s potato product) and “It’s all good” (slogan of McCain’s
pizza product) but it is pushed to a new level to show that the new
product is not only good but it is actually better in terms of taste
and for health.
• The slogan is simple, straight to the point and powerful.
Promotion Strategy

17. “it’s simply Better”
• Creative brief
– Communication objective: The purpose of this campaign is to position
McCain’s new potato pizza as an innovative product that is fast to prepare,
tasty and healthy.
– Target Audience: People from 20-45 years of age, that care about their
health and choose gluten-free food over regular food
– Main message: Experience the great taste of a potato pizza without any
gluten that they have never seen or tasted before.
– Key benefit: Delicious potato pizza without any gluten
– Support: Pizza using potato crust
– Customer insight: People who want to eat pizza but health – conscious.
Promotion Strategy

18. Promotion Elements
• The campaign will use the following elements:
₋ Television Advertising
₋ Magazine Advertising
₋ Web page and social media page and online contest
₋ Sales promotion ( free sampling and coupons)
₋ In Store Advertising
“it’s simply Better”

19. TV Message:
• The commercial will focus on the benefit of the product and what
differentiates it from the competition targeting people who eat gluten-
free.
• Will be used for 4 weeks.
• Selected channels:
• City TV
• Food Network
• CBC
“it’s simply Better”
Promotion – Advertising

20. Promotion - Advertising
Magazine Advertising:
The product will be advertised on a full page of 2 editions of Best
Heath Magazine and 1 edition of Canadian Living. As well as online
adds on their online editions.
“it’s simply Better”

21. Online Presence:
• Additional page on McCain’s website: to promote new product
emphasizing the gluten-free benefit including its nutritional
information and the practical quality of the product.
• Contest: Encourage people to try and write about the product on
McCain’s official website and get the chance to win 1000$ ( during 3
months)
“it’s simply Better”
Promotion - Advertising

22. Social Media
• McCain’s Facebook and Twitter will be
used to advertise using promotional
videos, images and the online contest.
• This will allow consumers to interact
with the brand and get feedback on
the product and direct them to the
product's webpage.
“it’s simply Better”
Promotion - Advertising

23. Sales Promotion
• Free Samplings on stores for 4 weeks (Walmart, Loblaws, Metro, Sobeys).
The samples will be handled in four major cities: Toronto, Montreal,
Ottawa and Vancouver.
• Coupons: will be handed out with the samples and will be valid for 2
months.
In Store Advertising
• To get customers attention, posters will be placed on the stores.
“it’s simply Better”
Promotion - Advertising

24. Promotion Budget
“it’s simply Better”
TV Advertising 1,050,000$
Magazine Advertising 140,000$
Website 5,000$
Social Media -$
Online Contest 15,000$
Sampling 271,875$
Coupons 337,050$
In Store Advertising 8,000$
Marketing Expenses 1,826,925$
Promo Budget Allocation

25. “it’s simply Better”
Sales Revenues (units X Selling price/unit) 6,471,360$
Sales Revenues (units X manufacturing Selling price/unit) 4,320,000$
Cost of Goods Sold 2,160,000$
Gross Margin 2,160,000$
Fixed Costs
Marketing expenses 1,826,925$
Total Fixed Costs 1,826,925$
Profit 333,075$
Income Statement for 12 months
Income Statement

26. “it’s simply Better”
Number of people eating gluten free in Canada: 9,000,000
20% would be interested in buying our pizza: 1,800,000
40% would see the campaings 720,000
40% of the stores would have the product 288,000
They would buy around 3 boxes /year
Units sold in a year 864,000
Cost will be 2.5 dollars
Production Cost 2,160,000$
Whosale Price will be 5 dollars (Face Price $7.49)
Revenue 4,320,000$
Rationale for Sales Estimate

27. “it’s simply Better”
Implementation

28. “it’s simply Better”
Evaluation of Marketing Effectiveness
To ensure release of product on September 1st 2015:
• Constantly monitor social media sites for adoption rates from
target market monthly
• Review sales monthly
• Monitor income statement monthly to ensure effectiveness of
advertising.
• Use data from retail partners to evaluate distribution levels

29. “it’s simply Better”
APPENDIX

30. “it’s simply Better”
Veggie Meat Lovers Hawaiian
Nutrition Facts

31. “it’s simply Better”
Ads

32. “it’s simply Better”
Coupon

33. “it’s simply Better”
Online Contest

34. “it’s simply Better”
Promotion
Prime time TV
Fixed Cost 250,000$
First months (4 weeks) - $200,000/week 800,000$
TV Advertising 1,050,000$
Magazine Adds (print and online)
Creative cost 50,000$
Best Heath (2x) 40,000$
Canadian Living (1x) 50,000$
Magazine Advertising 140,000$
Website 5,000$
Social Media -$
Online Contest 15,000$
Free sampling (300000 samples = 37 500 packages of pizza)
37500
total cost of samples 196,875$
In store sampling 75,000$
Sampling 271,875$
Coupons (will be handled with the samples)- 15% redeemed 337,050$
Poster on freezer 8,000$
In Store Advertising 8,000$
Marketing Expenses 1,826,925$
IMC Budget
Marketing Expenses