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IMC plan for Pizza 4P's.docx - Pizza 4Ps: The Marketing...

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Pizza 4P’s: The Marketing Communications Plan ReportExecutive summaryThis report is a brief communication plans for the original-Japanese restaurant Pizza 4P’s, which is planning to be executed in Ho ChiMinh city. After analyzing the market, we decided our target market will be separated depends on the geographic, demographic,psychographic and behavioral factors. And we least it down to one segment. Next, We also come up with a communication plan thatincludes many communication strategies. The strategies will use PR, Advertising, and Digital Marketing. The creative strategy will bethe main process to enhance the effect of our slogan, characteristics of the brand on customer’s mindset. About budgeting, nearly 1billion dong would be used and the majority of the budget will be used for Digital Marketing.IntroductionIn this report, We - students will introduce an integrated communication plan for Pizza 4P’s in 1 year. And this plan is mainly focusedon the Food and Beverage market in Vietnam.Nowadays, we usually see pizza as a fast food dish. However, Pizza 4P’s is something more than a fast food restaurant. We considerourselves as an Dining Restaurant which offer meals in elegant space. Furthermore, Pizza 4P’s have never actually done a IMC Plansince it first come to Vietnam in 2011. Therefore, in order to achieve high knowledge of Vietnamese consumer about the value ofPizza 4P’s, the following IMC plan has been designed.Pizza market in VietnamFast food chain Pizza Hut by IFB Holdings (Vietnam) and Jardine Restaurant Group (Hong Kong) brought to Vietnam in early 2007.
The appearance of this business has led to some brands of high priced pizza such as Pizza Inn, Pizza Domino (USA),Pepperonis (AlFresco's Group),…Pizza HutThanks to the available strength of the name and financial potential of the owner, Pizza Hut has quickly risen and led the pizzasegment in fast food industry in Vietnam.As of early March 2013, the system has 27 restaurants in Hanoi, Ho Chi Minh City, Dong Nai, Binh Duong and Can Tho. In addition,they also have five branches Pizza Hut Delivery specializes in delivery in Hanoi and Ho Chi Minh City.Pizza DominoMeanwhile, at the end of 2010, Domino's is officially in Vietnam through the IPP Group (also the unit has just bought the franchiseBurger King). The second-largest US pizza chain after Pizza Hut, Domino's is now leading the home-delivery pizza segment with $ 1.7billion in worldwide sales.Not hiding the ambition to overthrow the dominance of Pizza Hut, Domino's recently began promoting itsexpansion in Vietnam.As of March 2013, Domino's has opened 11 branches located in beautiful and crowded locations in Ho Chi Minh City, including fournew stores opened earlier this year. Being loyal to the goal of becoming the number one pizza delivery chain, beautiful space rentalscan be understood as a way for Domino's to increase brand awareness, while locating them away. rivals.

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Term
Spring
Professor
Ninh Đức Cúc Nhật
Tags
Marketing, pizza hut, Ho Chi Minh City, Pizza delivery, pizza 4p

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