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Zia Pizza Company
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.
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.
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
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
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
Problems
1. Lack of Clear Positioning – No promotions
2. Heavy Competition in Las Cruces
Solution
Create a clear, concise IMC campaign to build a better perception of Zia Pizza Company.
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
Recommended Slogan
“Cra%ingthe
Tradi/on”
OwnerPhilosophy:Respectthe
Cra5
Tradi8onal,authen8cbrick-oven
pizza
2016 Zia Pizza Company IMC
Branding/RaisingAwareness
Accessibility BuildingRela8onships
Advertising Strategy
Recommended Logo
Recommended Logo
Print Ads
• “DidYouKnow?”Campaign– Educateconsumers:
• AboutZP,dough,brick-ovens,pizza,delivery
• “Defini8ons”Campaign– WhyZPisbeOerthancompe8tors
• Tradi8onal,authen8c,cra5
Did You Know
Did You Know
Did You Know
Did You Know
Definitions
Definitions
Definitions
Family Flyer
Student Flyer
Website
hOp://ziapizzaco.wix.com/ziapizzaco
Questions?
Thank You!