Paparazzei Pizza Final

8/7/2019 Paparazzei Pizza Final

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Paparazzi Pizza-

The Blend of

Indian Tadka

Right from the

Italian Kitchen

Submitted to: Presented By:

Prof Shripad Joshi Sumit Choudhary

Parth Rana

Mukta Prakash

Riddhesh Sadariwala


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Executive Summary

Paparazzi Pizza is a new player in the restaurant industry. The

restaurant is a comfortable, familiar, small town that has a strong

need for additional dining options.

The Pizza Industry has many opportunities which are yet to betapped. The penetration of pizza is not reached its peak mainly

because only specific segments eat pizza as the cost of pizza is high

compared to average fast food price in India and also the older

generations, semi urban are not acquainted with the taste of pizza.

Thus, our product which is a unique combination of western and

Indian combination is more likely to be accepted by wider masses

because Indian dishes and pizza are already established in India.


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The other factor to be considered is Pizza industry is not yet fullysaturated as there limited number of players in the pizza industry

so there is scope for new entrants to tap the market by offering

innovative product at lower price.

Punes population is rapidly growing and new subdivisions andyoung families. It is Paparazzi strategy to exploit the first mover

opportunity, of having Desi pizzas and establish itself as the

preferred pizza provider to the area.

We believe a locally-owned restaurant is the best option to servethe rapidly growing population with a fresh, unique menu as

opposed to a national chain franchise.


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Marketing Strategies

Mission

Our mission is to Make pizza a part of every occasion.

Vision

All the Italian dishes to be served in Indian style.

To become number one in customer service.


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Objectives and Goals:

Customer Satisfaction.

Revenue and Profits for the business.

Serving customers in less time without compromising on

quality.


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PEST Analysis


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Social

Fashion/Fads/Trends

Savings Rate.

Health Issue.

Technological

New and advanced technology introduction.

Technology should keep the quality consistent.


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Segmentation, Target andPositioning


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Segmentation

The Segments we are working on is as :

Middle Income to High Income Dual Income Families

Age above 5 yrs.


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Geographic Segment

Demographic Segment - Demographic segmentation

is one of the easiest segmentation strategies to tap

the potential market without wasting your resources.

Psychographic segmentation - Psychographic

segmentation is a method of dividing markets on thebases of the psychology and lifestyle habits of

customers.


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Target

Primary Target age group of 12-30 years.

Families going out for dinner once a week. Concentration on Universities and Colleges.


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Positioning

Straight from Italy in Indian style -- our slogan says it

all. Better quality at lower prices.

Place to relax, eat and move out

Eg: students during exams.


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MarketingMix


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Product Variety:

Large Variety of Products includes unique mix of Indian and Italian

dishes e.g. Indian pizza like Pav bhaji Pizza , Italian Pizzas , Stuffed

Crust, Hand-Tossed, Thin 'N Crispy pizza base .

Indian desserts : Kulfi , Gulab jamun etc.

Quality:

Customers will be offered High Quality Pizza as stringent quality

checks would be conducted to ensure quality.


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Design:

The shape offered is usually round but customized shapes are

provided on demand.

F

eatures:Each Variety is Grouped on different Tastes.

Packaging:

Delivery through Hot Oven in Boxes


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Price

Paparazzi is using Market Penetration Pricing Strategy.

Price is 15-20% lower than competitors.

Value for money Combos offered.

Payment accepted in all kinds of Debit and Credit cards.

Coupons and Gift passes like Sodexho and Ticket Restaurantto attract Corporate crowd.


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Place Paparazzi will initially open 3 outlets in Pune.

Pune was selected because Its set up cost is much lower than other cities. Large number of IT Hubs and Colleges.

Huge concentration of young population like students andworking singles.

Outlets would be set up in places such that it is easily

accessible to the customers.

Channel : Services offered through Take in , Dine in and HomeDelivery.


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Promotion Advertising:

TVAds

News Papers & Pamphlets

Websites

Personal Selling:

Visit to School & Colleges.

Discount coupons will be distributed in school & Colleges.

Gift articles like Pens , Coffee Mugs with logo of paparazzi Pizza.

Sales Promotion:

Paparazzi offers special offers during occasions like Diwali, NewYear etc.

Sponsoring events of local sports clubs, Festival Events etc.


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SWOT ANALYSIS


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Strengths Superior pizza quality.

Pizzas with Indian touch.

Order at the click of mouse.

Full restaurant service as well as home delivery.

Innovative range of pizzas under one roof.

Renting place for special occasions.


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Weakness

Less awareness as brand is new.

Complex processes need to be maintained for online

orders.

For some specialized pizzas, more time is required.

Fewer outlets as compared to competitors, hence less

visibility.


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Threats

Other big players like Dominos,

Pizza Hut already have huge market .

Large number of other fast food

vendors providing burgers, chat and

other fast food items.


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Future Strategies

As per the plan we are launching our product at 3 places in Punealone. Then as per the response and also a market research would

be carried out to check the response of our customers and other

outlets would be opened accordingly. The same would be then

carried out in other cities and states including their local delicacies

as part of our customized menu.

This will help us in penetrating the market and also getting a more

customer base. To our regular customers we would be offering

memberships, so when they arrive the next time theyd be given

discounts.

Certain schemes will also be offered to all the customers

occasionally.


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New dishes with Indian flavours would be introduced into themarket every few months.

The place would also be given on rent for birthday party

celebrations or any other get together functions for families

and friends. A playing area would also be created for children below 5 yrs

of age, as per availability.

We would show live cricket/football matches during relevant

seasons.

To go global and offer a mix of Indian as well the local

delicacies of the region.


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Thank You &

Keep EatingMe..!!

Documents

Paparazzei Pizza Final