Situation Analysis

Competitive Analysis

COMPANY

Ginos East

Lou Malnatis

Pizza Hut

AVERAGE COST:

$4-$5 more per pizza $1-$2 cheaper per pizza

$10 for any size pizza

MARKETS ITSELF AS:

ADDITIONAL INFO:

The Original and Legendary Deep Dish Pizza Offers less pizza size options Operates 12 locations in the Chicagoland area

The BEST deep dish Americas favorite pizza in the world pizza
Operates in 34 locations in the Chicagoland area Over 50 years of franchise experience Significant market share

Market Analysis
The Chicago markets big pizzerias include Lou Malnatis, Giordanos, Pizanos, and Pequods. Pizza chains (Pizza Hut, Dominos, Papa Johns, etc)exist throughout Chicago and offer a cheaper alternative Overall, the pizza business is faring OK, with flat sales of about $38 billion over each of the past three years, said Jeremy White, editor of Pizza Today. The pizza business has been treading water while overall restaurant revenue sank. One of the greatest highlights of the pizza industry is its high versatility and customization for consumer preferences.

Key Problems and Opportunities

Key Problems Low brand recognition Consumer is unaware of brand and location Confusion of Bacinos vs BellaBacinos. Low personal involvement with brand
Key Opportunities Provides a different feeling opposed to its competitors (traditional, familyfriendly, relaxed environment). Can be positioned as fresh and heart-healthy (Spinach Pizza was named Heart Healthy). Key Insights People need to be educated on Bacinos history and what it is. Bacinos needs to build awareness and clearly set itself apart from its competitors.

SWOT Analysis
Strengths
Good reputation (30 Years) Health-conscious pizza Award-winning wine Good reviews on Yelp

Weaknesses
Long wait time Two brand names Crust is bland Social Media

Opportunities
Great locations Rise in health-conscious consumers Good standing w/ community Good things are worth waiting for

Threats
High competition BellaBacinos font restrictions Competition has more options Website is out-of-date

Target Market Profile

Who: Men and women ages 20-40 Location: Live in either the Loop, North Side of Chicago. Average Income: $20,000-$65,000. Education: College degree or higher Status: Single, couples, and families Lifestyle: Health-conscious people who care about what they are feeding their bodies. People who are family oriented. They keep up with trends and are involved with the community.

Objectives
Marketing Increase presence in social media followers by 25%. Increase sales of Bacinos pizza by 10%. Establish top-of-the-mind awareness in 50% of the market by six months into the campaign.

Communication Establish a connection between real ingredients and Bacinos. Increase overall awareness and brand recognition of Bacinos.

Advertising

Build emotional connection with Bacinos.

Traditional, but fun and open place to be.

Strategies & Key Selling Ideas

Position Bacinos as the pizza and brand with the freshest ingredients Creating special partnerships/ using events to attract target Highlighting any community service that Bacinos is part of Managing Twitter and Facebook pages

Key Selling Idea: Bacinos deep dish pizza is unique because it is made with fresh, natural and real ingredients. It is different than the average pizza placea Chicago family owned business that has been around many years and truly values its customers.

Real Tastes Better

Campaign

Slogan/Tagline Redesign
From Americas 1st Heart Healthy Pizza! to Real Tastes Better

Emphasize the use of actual real ingredients

Website Redesign
Make more concise

Update to have a more modern feel

Better connection to social media (Facebook & Twitter) Separate Bacinos and Bella Bacinos into TWO separate websites instead of four (separate identities)

Advertisement Elements
Integrate new slogan with creative work

Red Eye/Insert Full-page Ad - copy that also emphasizes the use of real ingredients.
Tribune Ad

E-Mail Lists
Join the Family Cards
Hand them out with bill Offers 10% off coupon for providing information Gives opportunity to contact customers and get them to come back with promotions/deals/new products

Partnerships
Whole Foods/Trader Joes Sell frozen Bacinos pizza Taste of Chicago/ Lincoln Ave. Green House Theater Center Flyers that recommend Bacinos Coupon with tickets

DePaul University During events (Sports, Arts/ Performances) Coupons with Tickets Provide Pizza at Events

Social Media
Update Facebook Contest Use feedback/ Community Involvement Foursquare Personalize page Use to promote specials Virtual Loyalty Program Twitter Post pictures on Twitter Questions with incentives Keep Dialogue with consumers

Contests
Twitter Tweet featuring #freebacinos will be entered to win a large pizza. Facebook Quarterly Contest: Anyone who likes Bacinos will automatically be entered to win any large pizza.

SEO
Typing in best pizza in Chicago on Google leads us to many Top 25 lists from magazines and blogs. Google Maps lists 7 pizzerias and BellaBacinos comes up 7th. We need to boost the SEO of Bacinos so that it comes up when typing in places for pizza in Chicago, deep dish pizza in Chicago, etc. Keys to improving SEO -Always monitor where Bacinos stands -Use keywords appropriately (behind images will help) -Create a Site Map -Update content regularly -Use links on Social Media
Community

SEO Success Pyramid

Buzz/ Word of Mouth

Event Marketing
We would like to have a taste test. Whos ingredients taste freshest or real? This can be done at events that Bacinos is usually a part of (Taste of Chicago, Taste of Lincoln Ave., etc.).

Sampling
Samplings will take place outside of Bacinos.
Hire one person for certain days during October (National Pizza Month).

Guerilla Marketing
Chalk Art

Street Teams: handing out promotional items by cta, DePaul campus, etc.

Pizza Tasting Comparison

Estimated Budget
Channel SEO Cost $1,000

Newspaper Ads
Event Digital Partnerships

$8,000
$4,000 $2,000 $5,000

Guerilla Marketing
Total

$5,000
$25,000

Media Schedule
Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
Spot

Social Media

Facebook Contest
Twitter Contest Event Marketing Guerilla Marketing

With a Higher Budget:

A reservation app for phone or through website.
An ordering app for phone or through website. Consultant for SEO. CTA Ads

CTA Banner

CTA EL Banner Call to Action - get off at Fullerton stop