(Tiểu luận) topic marketing plan pizza 4ps

NATIONAL ECONOMICS UNIVERSITY SCHOOL OF ADVANCED EDUCATION PROGRAMS SAMPLE REPORT ENGLISH MARKETING Topic: MARKETING PLAN FOR PIZZA 4P'S GROUP Class: Advanced Marketing Management 62C Nguyễn Hà Anh - 11200206 Dương Hồng Đức - 11200834 Nguyễn Khánh Linh - 11202188 Bùi Thị Thu Huế - 11201644 Vương Vũ Đức Huy - 11201814 Mầu Duy Anh - 11204316 Lecturer: Mr Trần Việt An Ha Noi, 2022 TABLE OF CONTENTS I EXECUTIVE SUMMARY II COMPANY INTRODUCTION Pizza 4P’s overview Brand philosophy Vision and mission 3 3 III CURRENT MARKETING ENVIRONMENT Internal environment 1.1 Core value 1.2 Human resources 1.3 Finance Micro Environment 2.1 Customer analysis 2.2 Suppliers 2.3 Competitors 2.4 Intermediate Marketing Macro Environment 3.1 Economic 3.2 Environment 3.3 Culture - Society 3.4 Technology 4 4 6 7 8 9 10 IV SWOT ANALYSIS Strengths Weaknesses Opportunities Threats 10 10 11 11 11 V MAIN ISSUE 12 VI MARKETING OBJECTIVES 12 VII MARKETING STRATEGY Product 1.1 Product categories 1.2 Product levels Price Place Promotion 13 13 13 13 14 15 16 VIII 17 ACTION PROGRAM REFERENCES 20 I EXECUTIVE SUMMARY This report is a brief Marketing plan for the original-Japanese restaurant Pizza 4P’s 4P's is one of the leading pizza brands in Vietnam Developed with the orientation of making a brand with customer satisfaction, 4P's has created a highlight and difference for itself compared to other pizza firms Not only providing customers with attractive, creative pizzas with stable quality, Pizza 4P's is also famous for its beautiful space, warm and friendly service at every branch In this report, we have analyzed the factors affecting the marketing strategy of Pizza 4P's Since then, we have researched and come up with the most suitable marketing plan for this brand in the Vietnamese market The first part is a brief introduction, followed by an analysis of the marketing environment (Internal, Micro and Macro environment) Next, the report analyzes Pizza 4P's marketing evaluation including SWOT analysis of the situation and several main issues facing the brand Furthermore, marketing objectives, marketing strategy and the marketing mix are also discussed Finally, there will be some recommended programs for the firm to tackle the problem as effectively as possible II COMPANY INTRODUCTION Pizza 4P’s overview Pizza 4P is one of the famous pizza brands in Vietnam - originated from Japan, founded by the Japanese couple Yosuke and Sanae Masuko Pizza 4P's inspiration comes from a small toaster, located in the backyard of a house in Tokyo (Japan) Along with the love of pizza, the first Pizza 4P's opened its doors to start the journey to conquer diners in 2011 As of April 2020, the main restaurant business has a total of 28 restaurants (including food trucks) in Vietnam 4P’s currently have business units: Restaurants, Cheese production, Cheese wholesale, Dairy retail 4P’s mở rộng thêm mơ hình Cafe 4P’s Brand philosophy The meaning of the name 4P's is Platform personal pizza for pizza This name reflects the spirit of the store, which is to create a personality and a separate essence for each pizza in this place In addition, the name "4P's" also means "For peace" - for peace to fill the world, towards peace of mind The brand has always expressed the desire to bring rich, interesting experiences and positive energy to customers Vision and mission Vision: Make the World smile for Peace Mission: Delivery Wow, Sharing Happiness - The ambition at Pizza 4P's is not to simply be “A Great Pizza Restaurant" They have a bigger vision - Make the world smile for a Peace - Their mission that we stand by and work on daily in order to achieve this vision, is “Delivering Wow, Sharing Happiness" + “Wow" describes pleasant surprises and the kind of experiences that make your heart dance, leaving you full of positive energy and a motivated spirit + That excitement and positive energy works as a big step toward “Happiness" + By “Sharing” that with as many people as possible, Pizza 4P's believe that happiness will spread from one person to another and fill the world + The outcome of “Delivering Wow, Sharing Happiness" is a smile + Pizza 4P's work to first put a smile on the person in front of us Then, they work to spread that smile further + They believe that if they repeat those small steps and the smiles spread over the world, the whole world can be filled with more happiness III CURRENT MARKETING ENVIRONMENT Internal environment 1.1 Core value The “4P’s Spirit” is created from Core Values core values of Pizza 4P’s are arranged in the fixed order and divided into groups These values were established from the individuals, to the company’s culture and finally finished with the effective ways where the company and members work together to lead the company growth ● The first three core values come from each individual: basic foundation, coming from and representing the inner spirit of each member: Passion For Peace OMOTENASHI – top service quality Integrity ● The next two values represent the working environment: creating the identity, internal strength and team spirit of Pizza 4P’s: Being Cause in the Matter Positive Family Spirit ● The company’s values: the common goals are reached with the last two values: KAIZEN – Innovative mindset Forget the Box 1.2 Human resources Pizza 4P's clearly understands that not only the people who purchase pizza are their customers, but also the partners, employees, people who directly use the system and have a close relationship with them Because of this understanding, Pizza 4P's always cares about the opinions of its own company insiders to make necessary changes in the system operation The company organized interesting activities such as “Pizza 4P's Master Pizza Chef” in order to create a joyful playground and encourage the spirits of members They believe that in order to win the love of customers, they must first win the love of their members, because they are the ambassadors of Pizza 4P's - who directly talk, listen and understand customers That's why, after a long time of deliberation, Pizza 4P’s came up with an idea to honor all that everyone has contributed It is called: PIZZA 4P'S MEMBER OF THE YEAR 1.3 Finance According to VIRAC data, Pizza 4P's revenue in 2017 reached more than 283 billion, up 79% over the previous year At the same time, profit skyrocketed to nearly 33.3 billion VND, more than times higher than 5.5 billion VND in 2016 In 2018, business continued to boom when the company's revenue increased by 45% increased to 411 billion dong while profit increased by 65% Although 2021 is a bit difficult due to the Covid 19 epidemic, Pizza 4Ps has collected 30 billion VND in months after developing a website system and delivering door to door delivery In particular, digital transformation helps Pizza 4P's delivery revenue quadruple in the same period of 2020 If in 2020, restaurant sales account for 89% of total revenue and delivery accounts for 10% of total revenue, then in 2021 In-store sales fell to 52% while delivery sales jumped to 38% Two new business segments, delivery and packaged food, account for an increasing proportion of the revenue structure In which - Delivery is estimated to increase by nearly times compared to 2020 The number of delivery orders has now reached more than 70,000 orders/month and the delivery time is less than 30 minutes With cooperation with online sales platforms (Grab, Tiki, Beamin, ), estimated delivery revenue can replace most of restaurant revenue in the case of social distancing Document continues below Discover more from: trị Quản Marketing MKMA1110 Đại học Kinh tế… 999+ documents Go to course [NHÓM 1] Báo cáo Dh 43 52 18 11 Foods Quản trị Marketing 100% (10) Khóa Luận Hồn Thiện Hoạt Động… Quản trị Marketing 100% (8) đề thi cuối kỳ môn quản trị marketing Quản trị Marketing 100% (8) Quản trị marketing TH true milk Quản trị Marketing 100% (6) 34 Nội-dung-LSĐ làm ơn Quản trị Marketing 100% (6) 5.-TỔNG-HỢPWriting-TASK-1-… Quản trị Marketing 100% (5) Micro Environment 2.1 Customer analysis ● In terms of demographics: Pizza 4P's target customers are customers aged 26 to 42, with above-average income In general, the brand's target customers are more female than male Customers who often use the service are couples and well-off households Currently, according to statistics, Pizza 4P's customers account for 70% of locals and 30% of foreigners Because the brand does not serve traditional Vietnamese food, Pizza 4P's is always a preferred choice by tourists as well as foreigners living and working here ● In terms of psychology: Pizza 4P's customers are interested in choosing a place to eat with unique flavors, luxurious space, dedicated service and not too expensive prices Regarding external needs, guests are always looking for a place with enough sophistication and comfort to meet their needs such as meeting customers, dating or a worthy place to experience with family Thanks to this feature of identifying target customers, Pizza 4P's has changed and created in terms of both brand appearance and spirit, meeting the needs of customers better 2.2 Suppliers With the motto "From farm to table" Pizza 4P's has cooperated with Thien Sinh farm in Da Lat, where organic vegetables are grown and produced – this is a project directed by JICA, has been operating for more than 10 years All vegetables here are grown without any pesticides, and thanks to the application of Japanese technologies, we are trying to provide good food at the cheapest price to users Regarding cheese, 4P's has made its own cheese in its own factory Initially, the factory only produced mozzarella cheese to supply the restaurant But until now the scale has grown to more than 20 employees producing cheeses, providing about 400 servings per day, especially with the presence of Japanese employees from the early days of the factory's establishment, the production process and quality of cheese are always monitored, managed and developed to produce first-class finished products In addition, other product packages such as ham or canned tomatoes are also carefully selected by the company and imported directly from famous brands in Italy 2.3 Competitors Up to now, there are more than 100 pizza brands in Vietnam and abroad Among them, there are direct competitors to 4P's pizza are: Pizza Hut and The Pizza Company ● Pizza Hut: Pizza Hut is the largest Pizza brand in the US Since the first store opened at the end of 2016 in Vietnam, the brand has grown rapidly and has more than 100 branches across the country As a brand that entered the Vietnamese market early, this brand has a position in brand recognition ● The Pizza Company Coming from Minor Food Group - one of Asia's leading corporations in the hospitality and high-end cuisine industry, The Pizza Company has come to Vietnam since 2013 and brought "top of mind" products that are Premium Seafood Pizza line This brand also pays a lot of attention to marketing when constantly offering promotions, promotions, minigames, ⇒ In general, these two brands are in the lower price segment than 4P's pizza and weaker than 4P's in terms of service quality However, the marketing communication activities of these two firms are promoted more strongly than 4P's pizza and are preferred by customers for the pizza product line 2.4 Intermediate Marketing Pizza 4P’s is distributed in three main ways: through direct distribution channels at stores, through sales agents and through Internet sales At Pizza 4P's stores, they will directly serve customers who want to enjoy food and use on-site services Staff at 4P's are professionally trained, careful and dedicated Attitude and service at Pizza 4P's are always aimed at bringing comfort to customers Pizza 4P's has intermediary distribution channels through a few stores and supermarkets such as Namanmarket, Afamily, Vinmart with frozen products With dairy products, Pizza 4P's through wholesale and retail They have supplied to about 300 stores, mainly for 5-star hotels, restaurants and gourmet shops Pizza 4P's The online sales channel has also been applied by 4P's since the outbreak of Covid 19 Pizza 4P'S ready-made products when distributed to these agents are cheaper than fresh products sold at restaurants Pizza 4P's has built a delivery channel through its own website (pizza4ps.com), modernly designed to help customers use and update easily about products, online personal channels (Facebook, Instagram) In addition, 4P's also expands its business through other e-commerce platforms such as Shopee, Lazada, etc In addition, 4P's products are always taken care of in terms of product quality: raw materials must be guaranteed fresh on the day, taken from clean and safe sources Macro Environment 3.1 Economic - - Vietnam’s rapid economic growth: The IMF forecasts that Vietnam's GDP will grow at 6.8-7.5% in years from 2023-2025 The increase in per capita income in Vietnam leads to increased affordability, higher spending levels on shopping and services, people tend to be willing to pay high prices for quality and services → Opportunity for Pizza 4P's to thrive and increase stability for its restaurant chain business in the future The F&B industry in Vietnam tends to grow strongly: According to market research firm BMI, Vietnam has become one of the most attractive F&B markets globally According to statistics, the F&B industry has contributed 15.8% to the total national GDP (in 2021) Total spending on food and beverages accounted for the highest proportion with about 35% of spending According to D'Corp's report, our country now has more than 540,000 shops selling food and drinks Besides, the spending level on food services is also at a high level with more than 360 USD/month This is a higher number than countries in the region such as Indonesia, Thailand, Philippines, Malaysia 3.2 Environment - - The awareness of Vietnamese people about the environment is increasing Air pollution in Hanoi and HCMC has become a hot topic in recent years Consumers gradually tend to choose and use products made from environmentally friendly and recyclable materials Containers and packaging products made from plastic and nylon are gradually eliminated Businesses increasingly focus on sustainable business methods In particular, the food service industry (F&B) has shown signs of positive changes when gradually switching to products of natural origin and environmentally friendly 3.3 Culture - Society - - After the Covid 19 pandemic, consumers' tendency to eat out and order at home is increasing During the pandemic in Vietnam, restaurants are not open, so ordering Pizza 4P's products on the app is a trend and almost the number of products is not enough to serve Healthy lifestyle trends: Currently, WHO and national government are encouraging people to eat healthy foods, supplementing with many vegetables and vitamins to avoid obesity Consumers are becoming more and more intelligent and improving standards, towards "clean eating green living" through the use of organic food and clean ingredients According to the research results of the Vietnam Report, the future trend of the food and beverage industry is a healthy product - Foreign culture is increasingly welcomed and developed in Vietnam People, especially young people gradually open, prefer and receive products from abroad or have more culture and origin from abroad 3.4 Technology - - IV The development of 4.0 technology combined with the impact of the covid 19 epidemic has made the percentage of users ordering food through mobile devices significantly increased According to a report by Gojek, in the first half of 2022, the number of users using the food ordering service increased by 35% compared to the same period last year Many restaurants have been expanding their business models on online platforms, selling food to customers through mobile applications Keeping up with this trend, Pizza 4P's has built a delivery channel through its own website and gradually expanded through other e-commerce platforms such as Shopee, Lazada… Vietnam's F&B industry is growing rapidly with the rise of AI Many restaurants are gradually shifting to the application of advanced technology in management, operation, and automation of all processes All Pizza 4P's stores are managed by 100% "home made" technology and set possible goals Apply AI to all upline products SWOT ANALYSIS Strengths - Differentiated products: Instead of going in the direction of industrial pizza, Pizza 4P's chooses handmade pizza products → creating quality products and completely different from the existing brands - Diverse product: besides pizza, there are soup, salads, with recipes featured - High-class service: Pizza 4P's service quality is always maintained at a high level Customers receive care from the time they book a table to the end of their dining experience at the restaurant - Sustainable supply: Pizza 4P's owns many sustainable local sources, ensuring the freshness of ingredients This contributes to the premium quality of the dish - Dedicated staff: Attitude and service at Pizza 4P's bring comfort to customers Staff are very professional and enthusiastic - In addition, Pizza 4P's also has prime locations, in central locations of cities 10 Weaknesses - High price: Fresh service quality, high-class service are both advantages but also a disadvantage of business, when it cannot be the target of every customer - Few distribution: Established in 2011, until now, the brand has only been present in big cities with 26 stores, mainly concentrated in Hanoi and Ho Chi Minh City - Unstable quality: After the COVID-19 pandemic, many businesses were devastated and 4p pizza is no exception The brand has been criticized for unstable product quality However, this was soon rectified - There are many fake products sold rampant under the brand name - Not promoted into advertising and marketing Opportunities - Trends of interest in food hygiene and safety: Consumers are increasingly interested in food hygiene and safety, especially after the COVID-19 pandemic → products of natural origin such as Pizza 4P's are noticed important, creating a great growth opportunity for the brand - Per capita income increases: GDP in Vietnam has witnessed significant growth Economic growth drives demand for food and drink to grow Therefore, this is also the general potential of the F&B industry - The population of the middle class increases rapidly (this is also the customer group that Pizza 4P's targets) → the potential for Pizza 4P's in particular and the F&B industry - Technology and the internet boom are increasingly developed, the tendency of consumers to order food online increases → the strength of Pizza 4P's to apply technology to restaurant management and construction as well as to expand its business model Threats - Competition comes from direct and indirect competition: In-depth competition from local and national players like “Pizza hut”, pizza Domino and more In fact, there is more indirect competition from fast food restaurants such as McDonalds, KFC, Lotteria, etc because of their convenience, speed and low cost - Trends in healthy food consumption: After the COVID-19 pandemic, more and more consumers are choosing healthy and healthy foods Pizza has always been classified as fast food and not good for health Therefore, this is a big challenge that not only Pizza 4P's has to face 11 V MAIN ISSUE From the SWOT analysis, the team extracted the Main issues of Pizza 4P's as follows: ● The first problem is about product diversity Although this is one of the factors that make up 4P's strengths, the focus on products gradually causes 4P's to lose brand recognition Referring to Pizza, most Vietnamese people will immediately think of big names like Pizza Hut, Domino, Alfresco, more than Pizza 4P's As a latecomer, Pizza 4P's has not yet made much of an impression on consumers because Pizza's market share is somewhat inferior to its predecessors This results in Pizza 4P's being able to serve only high-income customers who are willing to pay for the best experience Therefore, even though it is not in the same price segment, Pizza 4P's still has to face serious competitors who have built a reputation and imprint in the hearts of customers with the Pizza product line → Unidentified Source of growth product ● The second problem is about the marketing strategies of 4P's 4P's pizza is mostly without advertising but attracts customers by word of mouth Besides, the company also does not implement promotion programs to attract new customers as well as retain old customers → Brand Awareness is not high VI MARKETING OBJECTIVES ● Business objective: Increase market share in the Pizza business and achieve annual revenue growth and sales through marketing plans ● Marketing objective: - Reinforce brand positioning Take 4P's to become the top of mind of the Pizza industry The image of Pizza 4P's will gradually be attached and known in the minds of consumers when choosing to buy pizza with delicious pizza products, cared for and suitable for consumers Increase the market share of public discussion in online newspapers and social networks to lead the pizza industry Product promotion is promoted and implemented on a large scale, from social networks, online newspapers and other digital channels to various activities at points of sale (including PR, booking) KOLS/KOC music videos, offer promotions, create membership cards, etc.) → Promote brand awareness coverage to a wide range of target audiences Consolidate the brand's position as a delicious, unique but still suitable product line in the minds of customers when thinking of pizza food products 12 MKT ACTIVITIES: Pizza 4P's has marketing strategies to develop pizza products The company once launched the product "Pizza vermicelli with dau mam shrimp" creating a controversial effect in public opinion Just appeared, the cake made many diners curious about the unique ingredients with 1-0-2, creating explosive debates on social networks, experience videos with high views It can be said that this is a quite successful marketing campaign of 4P's, but then the product was not chosen by many users because of the different taste and not really to the customer's taste VII MARKETING STRATEGY Product 1.1 Product categories Pizza 4P's products are classified into product categories: food and services 1.2 Product levels ● Core product Pizza 4P’s products are made from clean, fresh ingredients used during the day, ordered from organic farms or built in-house processing such as cheeses The whole process of making cheese (the main ingredient for making pizza), from cooking milk, to pulling cheese at 4P's factory is completely handmade like the 13 French traditional way, so the taste is more natural and delicious than other brands available type ● Actual product The first is pizza products At Pizza 4P's, there are many different pizzas that harmoniously combine Japanese and Italian culinary features such as Salmon Sashimi pizza, Teriyaki chicken pizza, etc Besides pizza products, 4P's also focuses on developing many of the brand's signature dishes such as crab noodles The quality of the product has been verified by many customers and highly appreciated for its freshness This makes a rare difference in other pizza chains that are on the market - ● Augmented product “HALF-HALF PIZZA” A special feature at 4P's is that it serves pizza in the "half - half" style, customers can choose different pizzas to combine into one This allows customers to enjoy both flavors in one pizza, while also creating a unique distinction from all competitors for Pizza 4P's - HEALTHY SNACK FROZEN PIZZAS: When the COVID-19 pandemic broke out, Pizza 4P's launched Frozen product lines such as Frozen Pizza, Frozen Crab Noodles, etc., keeping almost the full flavor when enjoying at the store This helps satisfy diners' needs and adapt to market fluctuations - PIZZA MAKING WORKSHOP: With the goal of sharing the happiness of customers through making their own pizzas, 4P's organized a Pizza Making Workshop at 4P's Pizza facilities for groups of students and families After making pizza, customers can enjoy their own pizza or share pizza with family and friends This activity makes for a fun experience for children and family groups Price The Vietnamese F&B market is facing fierce competition as more and more brands are entering the market, from international brands to local brands Pizza 4P's products belong to the high-capas segment, so the brand's pricing strategy is Premium Pricing That is, Pizza 4P's does not compete on price, but instead, the high price will correspond to the superior customer experience This pricing strategy 14 is still useful and effective for the time being On average, a meal at Pizza 4P's will range from 200,000 VND to 350,000 VND/person This price is higher than the average of the pizza market But in return, customers receive the corresponding level of experience The Vietnamese F&B market has a great attraction and high development opportunities, so there are also many challenges from fierce competition when more and more brands enter the market, from international brands to commercial brands, local brands… ● Promotional Pricing: - Pizza 4P's expands sales and reaches customers through many apps such as Mini app Momo, shopee food, baemin, Moreover, when buying through these online apps, customers will have incentives such as: Cashback 10% up to 100k when ordering and paying via Mini app Momo, 50k off minimum order 400k, free shipping, - Besides, Pizza 4P's also issued E-voucher codes For example, a voucher worth 500k is sold for 350k on the foody platform (applicable to customers who buy directly at the store) ● Quantity discount: Pizza 4P's has most or almost no quantity discounts There is a program on 7/2020, Pizza 4P's launched Happy Hour “BUY GET FREE!” available Monday through Friday, from 2pm - 6pm and offer only applies to our 4P’s Original Beers, as well as their Red and White Sangria Place Currently, Pizza 4P’s has established 28 restaurants in big cities throughout Vietnam: Hanoi, Ho Chi Minh, Danang, Hai Phong, Nha Trang, Binh Duong and one restaurant in Phnom Penh, Cambodia ● Traditional channel: Pizza 4P's restaurants are located in the busy streets with beautiful facades in the heart of those big cities mentioned above, which makes Pizza 4P's able to attract many visitors ● Modern channel: In addition to the direct in-store distribution channel, Pizza 4P's also develops online distribution channels such as home delivery or distribution of frozen products at supermarkets to make it easier to reach consumers During the Covid-19 pandemic when big cities were in lockdown, the online sales channel is an important first channel that needs to be focused in the marketing strategy of Pizza 4P's 15 ● Channel organization: Pizza 4P’s uses both direct distribution channel through serving services in-store and indirect distribution channel via big supermarkets, E-commerce sites and online food delivery systems Therefore, Pizza 4P’s products and services would always be available in big cities, but would be a slight difficulty in outer provinces Promotion ● Sales promotion: Pizza 4P's does not use too many discounts as a sales promotion strategy to attract customers This increases the value of the brand as well as its products Customers will not be attracted by the promotions of 4p's pizza, but they will be willing to pay a high price to experience the service Few promotions and aggressive advertising but still extremely attractive is what makes Pizza 4P's marketing strategy special ● Social media marketing: The number of discussions on pizza 4P's social media pages is lower than that of other competitors such as Pizza Hut or Pizza Company Most Pizza 4P's repeats consistent messages on the company's communication channels such as: Facebook Page, Instagram, Website In addition, 4P's also cooperates with parties such as Vietcetera or Brands Vietnam to spread brand value The company has built a separate page to publish content around corporate values and participated in the podcast series "VIETNAM INNOVATORS" on Vietcetera website to share the story of the "recipe" that makes 4P's as successful as it is now Besides, 16 taking advantage of the marketing trend through KOLs/KOC, Pizza 4P's also joins this media option to attract and stimulate customers' curiosity to bring them to try at the restaurant The company has cooperated with famous KOLs like Giang Oi, Ninh TiTo to make review clips on youtube Then, taking advantage of the development of TikTok, Pizza 4P's began to expand booking to Influencer review on this platform to spread and increase brand awareness ● Public relations Pizza 4p's has been very successful in its public relations campaign Born with the mission "Make the World Smile for Peace", Pizza 4P's is always aware of its responsibility to the community when growing and developing Therefore, 4P's always focuses on activities for people Members of Pizza 4P's family often organize volunteer activities to help each other in difficult circumstances Some activities can be mentioned such as helping the center for poor children in Central Vietnam, traveling with children Pizza 4P's also made an impression with the project for world peace in collaboration with agency Ki Saigon to create three unique "Pizzas of Peace", combining the flavors of countries currently in conflict, as a way for them to live in harmony, even if it only happens on pizza All proceeds from the sale of Hoa Binh Pizza have been donated to the United Nations Peace Fund ● Direct marketing Pizza 4P's uses tools like shipping agents on its website to deliver orders and link them directly to customers' homes Customers can choose products directly on the company's website in accordance with their preferences and needs Especially after the complicated situation of the Covid-19 epidemic, direct marketing is more and more focused by 4P's This is a great way to both meet the needs of customers and build and develop a brand VIII ACTION PROGRAM PRODUCT TASK NAME DURATION Diversifying the menu but by adding original taste of Pizza 120 days 17 START/ FINISH 1/12/2022 31/3/2023 WORK Try this task in some restaurants in the city to consider whether it works or not Add to the menu some Vietnamese familiar flavors , original taste when it comes to pizza like hawaiian, pineapple, cheese Researching the taste and the behaviors of customer 30 days 1/12/2022 31/12/2022 Do face research as well as deep research to find out whether our signature dishes fit the society’s taste in order to make changes Creating posters, banners, and lookbooks for new product categories 60 days 1/12/2022 31/1/2023 Preparing new content for social media posting, especially about the original taste that we try to add on Advertising product 135 days 1/2/2023 30/6/2023 Using social media to market, such as Facebook, Instagram, and YouTube, or hiring PR articles, food reviewers Implement promotions 135 days 1/2/2023 30/6/2023 Offering promotions such as 20% discount for couples when using new products on Valentine's Day, creating membership cards to accumulate points for customers 135 days 1/12/2022 1/5/2023 Minimize the price in the new menu which diversify choices for customers PROMOTION PRICE product Establishing new price 18 Promotional pricing 90 days 1/1/2023 1/4/2023 Release voucher and allow discount fee when buying through several payments Opening new 4P’s restaurants Pizza 270 days 1/12/2022 1/6/2023 new restaurants will be opened each months during the 9-month period in Can Tho, Dalat and Hai Phong City respectively Direct distribution channel: restaurants, online shopping 180 days 1/12/2022 1/6/2023 Supervisors come to the restaurants and online delivery department to check product quality and services provided regularly During peak hours, if customers have any issue with the food and services, restaurant managers and supervisors will be ready to solve the problems Supply management 150 days 1/12/2022 1/4/2023 Focusing and improving the DMS system between producers (domestic producers and foreign distributors) and restaurants; between restaurants and consumers PLACE chain 19 REFERENCES Ánh Dương 2021 “Nhận khoản vay từ đối tác, Pizza 4P's giảm huy động vốn từ trái phiếu.” CafeF https://cafef.vn/nhan-duoc-khoan-vay-tu-doi-tac-pizza-4ps-giam-huy-dong-von-tu-trai -phieu-20211027103313637.chn Châu Cao 2019 “Pizza 4Ps, câu chuyện khởi nghiệp truyền cảm hứng từ sở thích bạn gái cũ.” Brands Vietnam https://www.brandsvietnam.com/18481-Pizza-4P-s-cau-chuyen-khoi-nghiep-truyen-ca m-hung-tu-so-thich-cua-ban-gai-cu COOKED 2018 “Chiến lược marketing Pizza 4P's theo mơ hình mix 7P.” Cooked.vn https://www.cooked.vn/post/chien-luoc-marketing-cua-pizza-4p Hoa Cao 2017 “Theo dõi sức khoẻ thương hiệu toàn diện social media: Domino’s Pizza qua góc nhìn social listening | Hoa Cao.” Brands Vietnam https://www.brandsvietnam.com/congdong/topic/5037-Theo-doi-suc-khoe-thuong-hie u-toan-dien-tren-social-media-Domino-s-Pizza-qua-goc-nhin-social-listening Pizza 4P's 2022 “Pizza 4P's Profile.” Pizza 4P's | Delivering Wow, Sharing Happiness https://pizza4ps.com/ Tiên Tiên 2020 “Pizza Hồ Bình - Khi lý tưởng cao sáng tạo chắp cánh | Tiên Tiên.” Advertising Vietnam https://advertisingvietnam.com/pizza-hoa-binh-khi-ly-tuong-cao-ca-duoc-sang-tao-ch ap-canh Nguyễn Chuấn 2022 “Cú sốc với Pizza 4P's | Doanh nghiệp.” Tạp chí Diễn đàn Doanh nghiệp https://diendandoanhnghiep.vn/cu-soc-voi-pizza-4p-s-220988.html Vân Đàm 2016 “Tham vọng triệu USD Pizza 4P's.” Brands Vietnam https://www.brandsvietnam.com/10974-Tham-vong-trieu-USD-cua-Pizza-4P-s Vietcetera n.d “Home.” Pizza 4P's sứ mệnh doanh nghiệp Accessed November 3, 2022 https://vietcetera.vn/vn/pizza-4ps-su-menh-cua-mot-doanh-nghiep 10 Q.Nguyễn 2022 “Pizza 4PS: Năng lực tài chạm “mức báo động”, năm 2021 lỗ kỷ lục gần 38 tỷ đồng - Ảnh.” ETime https://etime.danviet.vn/pizza-4ps-nang-luc-tai-chinh-cham-muc-bao-dong-nam-2021 -lo-ky-luc-gan-38-ty-dong-20220525101450852.htm 20 21