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Zia Pizza Company

Zia Pizza IMC Plan

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Page 1: Zia Pizza IMC Plan

Zia Pizza Company

Page 2: Zia Pizza IMC Plan

Executive Summary

•  This entire IMC plan has been framed and constructed around the idea of creating awareness and introducing a new dining option for families and college students.

•  The IMC plan provides Zia Pizza Company (ZP) with valuable information that will facilitate with communication with potential consumers.

Page 3: Zia Pizza IMC Plan

Zia Pizza Company

•  Zia Pizza Company was founded in 2014 and has worked to provide quicker pizza delivery to the East Mesa area.

•  In 2015, they opened a second location on Solano Dr. to serve the University area.

•  There are currently two locations open in Las Cruces:

•  Lohman Ave. •  S. Solano Dr.

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Competition

Dion’s •  Serves the East Mesa area •  Strong reputation among families and

students •  Very customer service oriented Roadrunner Pizza •  Serves University area •  Delivery options available NYP Slice House •  Serves East Mesa and University areas

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Consumer Summary

•  Primary Target: Ages 25-45, who have families with children and desire a comfortable, family-oriented environment for dine-in or delivery pizza

•  Secondary Target: Ages 18-25, students and young adults, who are looking for a delivery, take-out, or dine-in service for pizza and other food items, close to the NMSU campus and within a student budget

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SWOT Analysis STRENGTHS

•  Traditional brick-oven pizza in a small market

•  Delivery (no minimum order or distance limit)

•  Large variety on menu (not just pizza)

WEAKNESSES •  Low awareness •  High competition with

well-established businesses at both locations

OPPORTUNITIES •  Social media coupons/

deals/competitions •  Aggie Dining Dollars •  Finals Week/Student

Specials

THREATS •  Heavy competition •  Location (nearby main

competitors) •  Other restaurants that

accept Aggie Dining Dollars

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Problems

1. Lack of Clear Positioning –  No promotions

2. Heavy Competition in Las Cruces

Page 8: Zia Pizza IMC Plan

Solution

Create a clear, concise IMC campaign to build a better perception of Zia Pizza Company.

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Recommended Positioning

•  Traditional Brick-Oven Pizza – Zia Pizza pizza’s has more flavor

because it is cooked in a traditional brick-oven unlike main competitors

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Recommended Slogan

“Cra%ingthe

Tradi/on”

OwnerPhilosophy:Respectthe

Cra5

Tradi8onal,authen8cbrick-oven

pizza

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2016 Zia Pizza Company IMC

Branding/RaisingAwareness

Accessibility BuildingRela8onships

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Advertising Strategy

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Recommended Logo

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Recommended Logo

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Print Ads

•  “DidYouKnow?”Campaign– Educateconsumers:

•  AboutZP,dough,brick-ovens,pizza,delivery

•  “Defini8ons”Campaign– WhyZPisbeOerthancompe8tors

•  Tradi8onal,authen8c,cra5

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Did You Know

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Did You Know

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Did You Know

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Did You Know

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Definitions

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Definitions

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Definitions

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Family Flyer

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Student Flyer

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Website

hOp://ziapizzaco.wix.com/ziapizzaco

Website is registered under a gmail account.Login info for both the website and gmail account are: Email - [email protected] - Zpcompany2015
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Questions?

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Thank You!