create marketing mix 4ps for my pizza

Market Target: Our primary market target is pizza enthusiasts in Hanoi who appreciate the unique taste of Hawaiian pizza.. By specializing in Hawaiian pizza, we aim to become the top cho

TRUONG DAI HOC KINH TE VIEN QUAN TRI KINH DOANH

Create marketing mix (4Ps) for my Pizza

GIẢNG VIÊN HƯỚNG DẪN: TS Hoàng Bảo Thoa

TS Lê Thanh Hương

SINH VIÊN THỰC HIỆN

MÃ SINH VIÊN : 210501

Hà Nội , Tháng 07 Năm 2023

Ð BH ©QUÔÔC GIA HÀ NỘI

TR U@GD AH OKINHTEO Vién Quan tri kinh doanh

PRINCIPLE OF MARKETING Create marketing mix (4Ps) for my Pizza

L ÿØh @phâân : BSA 2002-E 01 Giáo viên hướng dẫn: TS Hoàng Bảo Thoa

TS Lê Thanh Hương Sinh viên

Mã sinh viên : 210501

Hà Nội , Tháng 07 Năm 2023

Table of content

1 IntroCfÏ0H óc hà TH HH HH TH HH HH HH pH HH Hà HH 4 1.1 About my business nhìn Hà HH HH HH Hà HH KH TH HH gà ĐH KHI ĐHY 4 1.2 About our Core pFOđC( LH HH HH Hà Hà HH KH Hà ki HH HH TH 5 1.3 Vision and miSSÏOH nh HH hàn HH Hàn HT HH HH TT TH kết 5

2 Analyze SWOT of my busÌness nh HH Ho hàn HH Hà Hà HH HH Hà Hy 7

3 Analyze the process of market segmentation, choosing targeted market and product positioning 8 3.1 Marke( segmen(tatÏ0n: ánh nhà Hà Hà Hà HH Hà HH Hà HH HH HH Tà Hà KHE ếy 8 3.2 Target markef: nh nhà HH HH HH HT HH HH HH HT ĐH TH gi 13

4 Analyze customer behaviors to the product (1.5) nh nh Ha Hà He Hà khoe 15

5 Marketing mix strategy and analyze (4) nàn Hà Hà Hà Hà Hà HH HH In 18 5.1 Product S(FAf€SY nhà Hà nà Hà Hà HH Hà HH HH HT HT HH Hà ĐH TT ky 18 5.2 PYiCes ccc cee e ẢẢd 21 SiS PlAC@s eẮằ6e 4djdqä 22

1 Introduction

1.1 About my business

Company name: Ah pizza

Location: 173 Xuan Thuy, Cau Giay, Hanoi, VietNam

1.2 About our core product

Product name: Tropical Pizza

The cake is made from very simple ingredients such as fresh flour, pineapple, Marinara

sauce, Mozzarella cheese, and Ham Its distinctive flavor brings about a sense of nostalgia and a lasting memory of the taste of those Hawaiian pizzas The characteristic sweetness of pineapple, the refreshing tanginess of nutrient-rich cherry tomatoes, and the slight savoriness of the special sauces all combine to create an irresistible taste

The highlight and attraction that many people find when enjoying this type of cake is the crispness combined with the softness of the pizza crust, delivering an unforgettable taste experience

Now, this traditional pizza from Italy, when introduced to Vietnam, has captivated many connoisseurs A characteristic of this pizza is its soft and fragrant crust, crispy on the outside and slightly chewy on the inside The taste of the pizza is natural, with just the right amount of butter and fats As a result, freshly baked pizzas always win the hearts of diners, who can eat them endlessly without getting tired

1.3 Vision and mission

Market Target: Our primary market target is pizza enthusiasts in Hanoi who appreciate the unique taste of Hawaiian pizza We understand that there is a growing demand for diverse pizza options in the city, and we aim to cater to those who enjoy the combination

of juicy pineapple, savory ham and melted cheese on a crispy crust Our goal is to become the go-to destination for Hawaiian pizza lovers in Hanoi

Customer Segmentation: Our customer segmentation will focus on the following groups:

1 Students at UEB (University of Economics and Business): This segment comprises students who attend UEB, which is in close proximity to my pizza restaurant They are college students with limited budgets, looking for affordable and quick dining options between classes or during study breaks Offer budget-friendly deals, student discounts, and promotions during peak study periods or exam seasons Emphasize the convenience

of my restaurant's location for easy access during busy college days

2 Hawaiian Pizza Enthusiasts: This group specifically seeks out Hawaiian pizza due to its unique flavor profile We will target customers who have a preference for this particular pizza style and aim to exceed their expectations

3 Students from Nearby Universities and Colleges: Identify other universities and colleges in the vicinity and create tailored marketing campaigns to attract students from those institutions [ll offer special deals or loyalty programs targeting students from each university to make them feel valued

Product Positioning: At Ah Pizza, we position ourselves as the premier destination for Hawaiian pizza in Hanoi Our focus on using high-quality ingredients ensures that every bite of our Hawaiian pizza is bursting with flavor We strive to provide a memorable dining experience by offering a comfortable and inviting atmosphere, prompt service, and exceptional customer care Our commitment to delivering consistently delicious Hawaiian pizzas sets us apart from other pizza establishments In the city By specializing

in Hawaiian pizza, we aim to become the top choice for pizza lovers who crave the perfect balance of sweet and savory flavors

2 Analyze SWOT of my business

SWOT ANALISYS

unique selling prosition

Ape ee tay ¢ College events and partnership

e Online Delivery Platforms

e Customization Options college conr

Cost-effective

Flexibility

SWOT

Limited Menu ® Competition

Lack of experience * Changing consumer preferences

Time constraints ® Operational Risks

1 Limited Menu: Offering only Hawaiian pizza may limit my customer base as some people may prefer other pizza flavors or have dietary restrictions

2 Lack of Experience: As a first-time business owner, I may face challenges in managing various aspects of the restaurant, such as operations, inventory, and customer service

3 Time Constraints: Balancing my academic commitments with running a business can

be demanding, leading to potential challenges in maintaining consistent operating hours and quality of service

1 Competition: Hanoi has a competitive food industry, including many well-established pizza restaurants It 1s important to differentiate my business and offer unique value to stand out

2 Changing Consumer Preferences: Tastes and trends can evolve, and the popularity of Hawaiian pizza may fluctuate Keeping an eye on customer preferences and adapting my menu accordingly is crucial

3 Operational Risks: Maintaining quality, consistency, and timely delivery can be challenging, especially during peak hours or when facing unexpected issues like ingredient shortages or equipment malfunctions

3 Analyze the process of market segmentation, choosing targeted market and product positioning

licensed nearly 150 foreign brands and brands to Vietnam In which, the restaurant sector

branding, to dominate market share

This strong competition is probably one of the factors that led to some restaurants closing

in recent

times However, this is also normal in business and each brand will balance itself in its business

strategy to operate effectively

In a recent survey, up to 80% of respondents have ever used a food delivery service, which proves

that the market's demand is very large for this type of service Technology is also changing the

way customers make purchases, such as online or mobile purchases, cashless payments, and e-

makes Vietnam's fast food market increasingly diverse and diverse

Vietnam is a developing country, on the way to integrate with the world, is importing Western

cultural features, and is the latest cultural trend in the field of cuisine Ah pizza officially entered

the Vietnamese market in 2011, in the context that Vietnam's fast food industry is still new Today,

with the economic development, the fast-food industry tends to grow faster in the Vietnamese

Geographic segmentation

10

Urban Centers (Hanoi, Ho Chi Minh City, Da Nang, etc.): Are likely to have a higher concentration of pizza lovers due to the availability of a wide range of pizza restaurants, including international chains and local pizzerias The urban population, especially the Inger demographic and expatriates, may have more exposure to different pizza flavors and styles

Coastal Cities (Nha Trang, Vung Tau, etc.): With a significant tourist influx may have a diverse group of pizza lovers, including both locals and tourists Pizza restaurants in these areas might cater to the preferences of international visitors while also offering local twists to cater to Vietnamese tastes

University Towns and Cities: Cities with prominent universities and colleges, such

as Hanoi, Ho Chi Minh City, and Da Nang, are likely to have a higher concentration of students who are pizza enthusiasts Pizza restaurants near universities can target this segment with budget-friendly deals and delivery services

Industrial and Business Zones: With a large working population might have pizza lovers seeking quick and convenient dining options during their workdays Pizza restaurants in these areas can focus on efficient delivery services and lunch specials

Expatriate Communities: Major cities with a significant expatriate population, such as Hanoi and Ho Chi Minh City, can be a specific geographic segment of pizza enthusiasts who prefer international pizza styles and flavors

Northern, Central, and Southern Regions: Preferences for pizza flavors might vary across different regions of Vietnam For example, Northern Vietnamese may lean towards milder and less sweet toppings, while Central Vietnamese might prefer spicier options Catering to regional tastes can be an important consideration for pizza restaurants

Rural Areas and Suburbs: Pizza enthusiasts may have limited access to pizza restaurants Those that offer delivery services or are located near transportation hubs might still attract customers from these areas

11

Pizza is a universally loved food, and there might not be significant gender-based differences in preference for pizza However, promotional offers and marketing messages can be tailored to specific gender groups

Educated professionals may be open to trying diverse pizza flavors and exploring

gourmet pizza restaurants

e Ethnicity and Culture:

Different ethnic groups in Vietnam may have varying preferences for pizza toppings and flavors, influencing the menu offerings of local pizza restaurants

¢ Lifestyle and Habits:

Health-Conscious Consumers: Health-conscious individuals may prefer whole wheat crusts, vegetable toppings, and healthier pizza options

On-the-Go Consumers: Those with busy lifestyles may opt for delivery or takeaway pizza options

® Expatriate Community:

The expatriate community in Vietnam may have a diverse range of pizza preferences, including different international pizza styles

¢ Comfort Seekers:

Comfort seekers enjoy familiar and comforting flavors They may prefer classic pizza varieties like Margherita or Pepperoni that evoke nostalgia and familiarity

® Pizza Enthusiasts with Specific Preferences:

This segment may have specific dietary preferences or requirements, such as vegetarians, vegans, or those following gluten-free diets Pizza restaurants can cater to these preferences with specialized menu options

e Urban Trendsetters:

Urban trendsetters seek out trendy and unique food experiences They may be interested

in artisanal or gourmet pizza offerings that align with the latest food trends

13

People from different ethnic backgrounds in Vietnam may have preferences for pizza toppings and flavors that align with their cultural influences

e Sustainability and Environmental Consciousness:

Environmentally conscious consumers may prefer pizza restaurants that use sustainable and locally sourced ingredients and eco-friendly packaging

14

Crust Preferences: Some individuals may have a preference for thin crust, thick crust, or stuffed crust pizzas

¢ Online Ordering Behavior:

App Users: This segment prefers to order pizza through mobile apps, benefiting from convenience and ease of use

Website Users: Website users order pizza through restaurant websites for a seamless online ordering experience

¢ Deal Seekers:

Discount Shoppers: Discount shoppers are motivated by promotional offers, special deals, and combo meals when choosing a pizza restaurant

Coupon Users: Coupon users actively seek and use pizza coupons for cost savings

¢ Delivery vs Dine-In Preference:

Delivery Customers: This segment prefers pizza delivery for the convenience of enjoying pizza at home or at their preferred location

Dine-In Customers: Dine-in customers enjoy the experience of dining at the pizza restaurant, whether for socializing or ambiance

15

Factors which Vietnamese people care about when they

choose eating outside

College students often have busy schedules with classes, assignments, and extracurricular activities They prefer dining options that are quick and convenient, making my pizza restaurant an ideal choice for a satisfying and time-efficient meal They enjoy experimenting with different flavors and cuisines Offer a diverse menu that includes not only Hawaiian pizzas but also other popular pizza toppings, sides, and beverages to cater

to their diverse tastes

Ing Professionals and Office Workers in the Area: This demographic group comprises working individuals in their 20s and 30s who are actively engaged in their careers and have busy lifestyles They often have tight schedules and limited time for lunch or dinner Pizza Hawaiian Enthusiasts: Vietnamese people really interested in Hawaiian pizza cuz they are best seller in all pizza restaurant in VietNam By targeting Hawatian pizza enthusiasts, I’m honing in on a specific niche within the larger pizza market This focused approach allows me tailor menu, promotions, and messaging to meet the unique preferences of this group

Product positioning:

Product positioning is crucial for any business, including a pizza business It involves creating a distinct image and identity for my product in the minds of consumers, and differentiating it from competitors To ensure the success of my pizza restaurant, it's essential to establish a strong and distinctive product positioning that sets my Hawaiian pizza apart from competitors and resonates with my target market

1 Tropical Paradise Experience:

Position my Hawaiian pizza as a gateway to a tropical paradise Emphasize the unique and authentic flavors that evoke the spirit of Hawaii, transporting customers to an exotic culinary journey Highlight the combination of sweet and savory flavors from the pineapple and ham, complemented by the savory cheese, as the perfect harmony that captures the essence of the tropics