Maketing analysis of cheese pizza
Cheese pizza is a consumer product that is bought to satisfy individual’s personal wants. It is a shopping product that requires comparison shopping because it is usually more expensive and found in fewer stores. It is not as popular as pizza box and pizza hut, but it is an relatively new product in the market and offers an alternative for customers with different wants.
Cheese pizza is now at the growth stage. It is experiencing increasing rate of sales, entrance of competitors, market consolidation, initial healthy profits. It has been expanding to 14 branches within half a year. Its main strategy is to attract customers by setting relatively low prices , so most of its branches are near public housing estates .The target customers of cheese pizza are just ordinary people , whose affordability is similar to students. Though it focuses mainly on take out services , it lowers the dine in costs to 40% of its take out one.
The operation of cheese pizza stores is simple and easy, there are detailed guidance for food-making procedures and the ingredients required, the only thing the staff need to do is to follow the instructions. After calculation , they think that it is more economical and safe to put sources on cooking utensils rather than on labors , so a pizza oven is equipped in each branch. It is easy to use the oven- there’s the raw pizza with toppings on left hand side, after 6 minutes, a well-cooked pizza will be ready on the right hand side. As a result, much costs are saved.
Besides the pricing strategy mentioned above, cheese pizza also adapts other marketing mix strategies. For example, product strategy. It expands different types of tastes and toppings – from onion, pepper, pepperoni, ham, mushroom only to pineapple, beef, pork, chicken, bacon, tomato ,egg, jalapano and peach inclusive. It also has frequent product modification on the pizza quality. Second, distribution strategy. It has expanded the number of dealers- opening more
Cheese pizza is now at the growth stage. It is experiencing increasing rate of sales, entrance of competitors, market consolidation, initial healthy profits. It has been expanding to 14 branches within half a year. Its main strategy is to attract customers by setting relatively low prices , so most of its branches are near public housing estates .The target customers of cheese pizza are just ordinary people , whose affordability is similar to students. Though it focuses mainly on take out services , it lowers the dine in costs to 40% of its take out one.
The operation of cheese pizza stores is simple and easy, there are detailed guidance for food-making procedures and the ingredients required, the only thing the staff need to do is to follow the instructions. After calculation , they think that it is more economical and safe to put sources on cooking utensils rather than on labors , so a pizza oven is equipped in each branch. It is easy to use the oven- there’s the raw pizza with toppings on left hand side, after 6 minutes, a well-cooked pizza will be ready on the right hand side. As a result, much costs are saved.
Besides the pricing strategy mentioned above, cheese pizza also adapts other marketing mix strategies. For example, product strategy. It expands different types of tastes and toppings – from onion, pepper, pepperoni, ham, mushroom only to pineapple, beef, pork, chicken, bacon, tomato ,egg, jalapano and peach inclusive. It also has frequent product modification on the pizza quality. Second, distribution strategy. It has expanded the number of dealers- opening more
References: http://blog.yahoo.com/_VI2LRCBUJLT5L6PNJKMLDAAW6Y/articles/29299 http://www.openrice.com/restaurant/reviews.htm?shopid=38341&tc=sr1list&page=2 http://www.cheesepizza.hk/index.html