Final paper subject media planning

SUMARRY Pizza 4P’s is one of the renowned pizza restaurant brands in Vietnam, with a mission to deliver unique culinary experiences and quality to its customers.. In addition to being us

HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES

- INFORMATION TECHNOLOGY FACULTY OF INTERNATIONAL RELATIONS

FINAL PAPER SUBJECT: MEDIA PLANNING

GROUP EVALUATION

TABLE OF CONTENT

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SUMARRY

Pizza 4P’s is one of the renowned pizza restaurant brands in Vietnam, with a

mission to deliver unique culinary experiences and quality to its customers The

uniqueness of Pizza 4P’s comes not only from its creative and diverse pizza offerings

but also from the fusion of Western flavors with traditional Vietnamese ingredients,

creating a distinctive and rich culinary style

With rapid development, Pizza 4P’s has expanded its network of stores from

Ho Chi Minh City to other major cities nationwide The emphasis on quality and

innovation in both service and restaurant decor has helped Pizza 4P’s attract a large

number of customers, including locals and international tourists

However, with increasingly fierce competition m1 the food industry,

maintaining and improving the quality of food and services has become a challenge

for Pizza 4P’s Therefore, this study aims to provide important information for

business development to help them enhance customer experience and maintain their

position in the competitive food industry

In this paper, we have utilized various communication methods to enrich the

conveyance of Pizza 4P's message With these optimized and effective methods, we

believe that the brand can continue to grow and succeed

I COMPANY

1.1 Business Overview

Pizza 4P's Joint Stock Company is a brand founded in Vietnam by Japanese

couple Yosuke Masuko and Sanae Takasugi The company was founded in 2011 The

idea for the pizza restaurant came to Masuko when he recalled backyard parties in

Tokyo from 2004 Pizza 4P's positions itself as a fine-dining rather than a fast-food

restaurant or a regular pizza shop

The meaning of the name 4P's is For Peace - Pizza for peace - for peace spread

around the world - is the brand's founder's message about a philosophy of living

happily, positively in peace

Give the value "From farm to table - make the decision to produce your own

cheese Pizza 4P's founder Masuko realized that importing cheese would increase

costs and not keep it fresh, so he decided to adjust the recipe himself and produce his

own cheese In addition to being used at restaurants, Pizza 4P's cheese is also famous

for becoming a distributor for some 5-star restaurants, supermarket chains or 4P's

online product sales site, Box 4P's

Pizza 4P's stores mostly do not carry advertising, but attract customers through

word of mouth The founder of Pizza 4P's said that the best way to advertise is word

of mouth and that the restaurant owner and chef's job is to focus best on the quality of

the cake And this is still successful so far, most time slots are full and guests who

want to go to Pizza 4P's often have to book in advance

1.2 Vision, mission, core value

Vision: "Making the world smile for peace" - At Pizza 4P's, the concept of making the

world smile for peace goes beyond just serving great food It is also to foster a world

where individuals embrace each other with reverence, fostering deep appreciation for the earth, society, and our own existence

Mission: "Delivering wow, sharing happiness" - The mission of Pizza 4P’s is to deliver wow and share happiness through high-quality, creative pizzas, these services and the active engagement with the local community With this mission, Pizza 4P’s

hope to bring peace into everyone's lives, as it is the ultimate goal we strive for

Mainly focus on the field of food and beverage (FnB)

Wholesale cheese business (supplying about 300 stores mainly 5-star hotels, restaurants and high-end shops)

Platform Followers Use for

Website Provide information about Pizza 4P's brands, about their products

and services

Allows customers to book tables online and order home delivery Facebook 263k Interact with customers, update information about promotions and

events of Pizza 4P's

Share photos and videos about food and restaurant space

Create a community of Pizza 4P's lovers

Instagram 34,7N Share beautiful images of food and restaurant space

Interact with foreign customers

Attract young, dynamic customers

1.5 Goals that businesses expect

Becoming the largest pizza chain in Vietnam with revenue reaching 1,000 billion

VND in 2025

By 2030, Pizza 4P's aspires to become an Food and Beverage business that inspires the world by spreading positive values and happiness from people around the world The first step to this big goal is to open a "zero waste" store in Phnom Penh, Cambodia

Expanding the market to others countries in the region such as Thailand, Singapore, Malaysia

1.6 Customer

Demographic Geographic Psychographic Behavior

Gender: All Vietnam: in finding out new reviews of other

They also tend to use social networks a lot,

Level of use: use regularly, on average 1-2 times/month

Loyalty level: highly loyal, often recommend

to others

Pizza Hut The Pizza Company Pizza 4Ps

@ Nam 2016 @Nam2017 Năm2018 = @ Nam 2019

Market Pizza Hut in Vietnam has| The Pizza Company|Ba Rau is_ currently

nationwide more than 130 stores

In 2022, Pizza Huts market share in Vietnam

Goal: Increase revenue

Rau's leading position in

the Vietnamese fried chicken market, while

attracting new customers

customers

Work:

Launching TVC advertising with the message "Ba Rau - The best fried chicken in

Tet combos, "Gói bánh chưng

minigame "Vui Tét cing

joy and warmth

Lunar New Year

pizzas with a size of 1

meter, suitable for large parties

Objective: Create attention and attract customers to The Pizza Company

Vietnam", using, celebrity images to increase influence

Deploy an advertising

campaign on social

networks, focusing on

Facebook, Instagram and

TikTok platforms with

customers

Indirect competitor:

Supermarket, convenient store

Restaurants serving fast food such as KFC, MCDonald's, Lotteria

Restaurants serving European cuisine

1.8 Collaborators

Provide quality raw materials

Vietnam Dairy Joint Stock Company (Vinamilk): Providing high quality mozzarella cheese and whipped cream for Pizza 4P's pizzas

Muong Thanh Agriculture and Food Joint Stock Company: Providing fresh fruits and

vegetables according to VietGAP standards for Pizza 4P's

Ga Tay Son Joint Stock Company: Provide fresh, safe chicken for Pizza 4P's

Ben Tre Seafood Import and Export Company Limited (ABT): Providing fresh seafood, ensuring food hygiene and safety for Pizza 4P's

Sao Ta Food Processing Jomt Stock Company: Providing high quality sausages and

spring rolls for Pizza 4P's

Marketing and promotion support

VNG Joimt Stock Company: Cooperate with Pizza 4P's in social media promotion

campaigns, attracting potential customers

Yeahl Media Joint Stock Company: Support Pizza 4P's to produce high-quality advertising videos that attract the attention of customers

Dentsu Redder Advertising Joint Stock Company: Support Pizza 4P's to build an effective marketing strategy, increase brand awareness

1.9 Climate

Tax policy: Tax policy can affect the cost of Pizza 4P's products because as taxes increase, Pizza 4P's needs to adjust the selling price of the product to offset the cost This can affect the sales of the business

Food safety policy: Pizza 4P's needs to comply with food hygiene and safety to ensure quality Pizza 4P's needs to invest in a quality management system to ensure its

products meet regulations

Labor policy: It is necessary to comply with labor regulations such as minimum

wage, working time, social insurance and the working environment must be safe and

healthy for employees

Exchange rate fluctuations: Currently, Pizza 4P's imports some ingredients from abroad, so fluctuating exchange rates affect product prices

Competitors from domestic and international brands: the pizza industry in Vietnam has many major competitors from international and domestic brands, so Pizza 4P's needs to come up with an effective competitive strategy, constantly improve and develop to match many fluctuations in the industry

Il SWOT

Differentiated products: Instead of going In the

direction of industrial pizza, Pizza 4P's chooses

artisanal pizza products This creates quality

products and is completely different from

existing, brands

High-class service: The service quality of Pizza

4P's always maintains the high-class 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 a variety of

sustainable local supplies, ensuring the freshness

of ingredients This contributes to the premium

quality of the dish

Dedicated staff: The attitude and service style at

Pizza 4P's bring comfort to customers Staff are

very professional and enthusiastic

High price: Fresh product quality, high-class service comes with quite an expensive price Therefore,

Location limitations: Concentrating mainly in large urban areas may prevent Pizza 4P's from

reaching a portion of potential customers

It is very rare to see Pizza 4P's have promotional activities Because the two Founders of Pizza 4P's shared: "The best way to advertise is word of mouth and the job of the restaurant owner and chef is to best focus on the quality of the cake Up to now, our judgment

and direction have not changed.” Leading not

much media activity

Organic consumption trend: Consumers are

increasingly concerned about food hygiene and

safety Pizza 4P's is characterized by using only

fresh ingredients during the day, and having a

clean vegetable farm has created a great growth

opportunity for the brand Competition comes from established rivals:

Pizza 4P's is a brand that was born later than Pizza Hut, The Pizza Company Therefore, the competitive pressure from these competitors is not small

Economic volatility can affect customers'

Innovation in product and processing:

Development of new dishes, innovative

processing and cooking methods that can attract

the attention of customers

An interesting thing about Pizza 4P’s is that you

can ask the chef to mix 2 types of pizza you like

purchasing power, causing them to tighten

spending on dining out

Conclusion: Pizza 4P's has many opportunities for development and growth in the

F&B market in Vietnam Pizza 4P's has not done a good job with its communication

campaign to reach customers and has not had many promotions for customers Brand

need to create many promotions for customers and create many communication campaigns

III 7P Model

3.1 Product - Product strategy of Pizza 4P'S

The product strategy of Pizza 4P's revolves around maintaining consistently high quality by using fresh ingredients This commitment has been a cornerstone of

their brand identity, setting an example for others in the food and beverage industry

Pizza 4P's is renowned not only for its pizzas but also for its crab noodles, showcasing a strategic selection of key products for promotion Rather than solely

emphasizing pizzas like competitors, Pizza 4P's stands out by concentrating on a

unique product offering, demonstrating a distinctive marketing approach

=> Pizza 4P's stands out from the competition and crab noodles become one of

the indispensable items when customers come to try Pizza 4P's for the first time and when returning for many occasions afterwards

3.2 Price — Pizza 4P'S pricing strategy

Pizza 4P's adopts a high-end pricing strategy, positioning itself in the premium segment of the market The brand justifies its prices by offering dedicated and attentive service, enhancing the perceived value for customers

Pizza 4P's sets its prices higher than competitors in the market, typically ranging from 200,000 to 300,000 VND

3.3 Place — Pizza 4P'S Location Strategy

Pizza 4P's store system in Vietnam includes 37 stores spread across many cities, mainly focusing on densely populated places In addition, Pizza 4P's has

expanded its market to other Southeast Asian countries, one of which is the

Cambodian market Currently, Pizza 4P's has 2 stores in Phnom Penh — Cambodia

3.4, Promotion - Pizza 4P'S sales promotion strategy

Pizza 4P's doesn't use too many discounts as a sales promotion strategy to

attract customers

Pizza 4P’s repeats consistent messages on communication channels such as

Facebook Page, Instagram, Website in addition to some PR strategies, in collaboration

with parties such as Vietcetera or Brandsvietnam to spread brand value PR is the

most important strategy to help Pizza 4P's spread the brand's mission and vision 1n business development and help customers be more loyal and love Pizza 4P's

In addition, Pizza 4P's also communicates through KOLs, stimulating the curiosity of customers to bring them to try at the restaurant In the following period,

Pizza 4P's began to expand bookings to Influencers to spread and increase brand

awareness The great success of Pizza 4P's marketing strategy in the early days did not come from the media, but the media played an important role in making Pizza 4P's a

national pizza brand

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Pomotion collab with partner

People — employees are the first to mteract with customers and have the ability to determine the customer experience at the restaurant Therefore, human training and

corporate culture communication are the most important factors in the long-term and

sustainable development of Pizza 4P's At Pizza 4P's, although the quality of products has been quite erratic recently, Pizza 4P's staffis always appreciated by customers for

their attitude and dedication in service

3.6 Process - Operation strategy of Pizza 4P's

The operating process of Pizza 4P's is quite professional and clear thanks to the methodical staff training process so that the chain in the process of serving customers

takes place quite professionally and methodically Operational strategy or Process is considered a problem of process optimization, of opportunity cost Technology is one

of the key values in Pizza 4P’s marketing strategy Thanks to the application of

technological advances, many cumbersome and complex processes have been eliminated in favor of technology such as ordering, payment, delivery As a result, customers have a smoother culinary experience

3.7 Physical evidence - Pizza 4P's tangible evidence strategy

Tangible proof — the space that Pizza 4P's creates for customers is a creative, gorgeous and luxurious space In particular, the kitchen is designed to be open so that customers

can see firsthand how their products are completed This is an important point that

helps Pizza 4P's win great love and become viral for quite a long time Not only the

common space, customers coming to Pizza 4P's are also equipped with exquisite eating utensils, making an important contribution to the customer experience

IV USP

Unique selling Point: Pizza 4P's has a unique business model and novel products The USP

of Pizza 4P's is artisanal pizza, baked in a wood-fired oven

Functional Benefit Emotional Benefit

Create customer own flavor to suitable

with their characteristics

Increase customers’ culinary experience

Customers can choose different flavors to

create the Pizza they want

Creates a crispy texture for an evenly

cooked crust

Customers are interested in the unique style

customers to see the process of making a cake with their own eyes

Luxurious fine dining restaurant space with dishes in the appropriate price range

Signature dishes bring typical and delicious flavors that customers often come back to enjoy

Occupation: student, office worker

1.000.000 5.000.000

Income:

VND - VND Object 2:

Age: 22 - 35 years old Occupation: office

worker, couple, friend group

Income: 5.000.000

VND Object 3:

Age: 35 - 55 years old Occupation: maried couple, retirement, people with descendants Income: 10.000.000

Desire for products to

be quality, reputable, and safe, of good

of good origin

meet friends and

partners

Eating out doesn't have

to wait too long

Eat high on weekends,

evenings and holidays such as Christmas, Tet, Christmas, etc On average, regular

customers use products

at Pizza 4P's 2 times/month

5.2 TARGETING

Demographic Geographic Psychographic Behavior

Gender: All Vietnam: in finding out new reviews of other

They also tend to use social networks a lot,

Level of use: use regularly, on average 1-2 times/month

Loyalty level: highly loyal, often recommend

to others