(TIỂU LUẬN) izza 4p’s is one of the leading pizza chain brands in the world 4ps operates in four areas restaurants, cheese production, cheese wholesale, and dairy retail,

- Penetration: achieved a steady increase, increasing the number of customers using Pizza 4P's restaurant services.. + Services product main characteristics: Relative Intangibility: The

Pizza 4P’s is one of the leading pizza chain brands in the world.4P's operates in four areas: restaurants, cheese production, cheese wholesale, and dairy retail, and the main business is Pizza 4P's

❖ Company Name 4PS CORPORATION

❖ Country Vietnam, Singaporeÿ4P’S HOLDINGS PTE LTD.Ā

❖ Founded 2011

❖ Representative Yosuke Masuko

❖ Number of stores 26 stores in Vietnam

For the Dairy market, 4P’s mainly produce cheese, dairy products like yogurt and pudding, etc… 4P’s have been supplying for about 300 stores, mainly to 5-stars hotels, restaurants and gourmet stores, as well as selling the product in their own restaurants and online channels The name 4P's means "For Peace" - Peace pervades the world The brand and logo of 4P's embody the desire to always bring rich experiences to help each guest entering their world reap something positive and exciting The brand focuses on quality ingredients That's why the idea of "Farm to table" was put into practice

<Make the World Smile for Peace= -Pizza 4P's hopes that people realize their true inner peace and will overflow with compassion and happiness They aim to realize a world in which individuals gently respect each other and appreciate the earth, society, and their own

existence

<Delivering Wow, Sharing Happiness= – Bringing <Wow=, Sharing Happiness It describes a delightful surprise, an experience that can make your heart dance, an abundance of positive energy and an uplifting spirit Pizza 4P's believes that happiness will spread and fill the world The message of Pizza 4P's is to bring rich experiences to help each customer who enters Pizza 4P's store to reap interesting and positive things <Bringing the World to Smile for Peace.= 4P's pizza creates smiles, and those smiles are the "catalysts" that help people taste the taste of lasting happiness, of inner peace

– for the world to be filled with this kind of Peace

Joining after the Pizza 4P's and the Pizza Company chains, however, Pizza 4Ps is still highly appreciated and increasingly narrowing the revenue gap It can be seen that Pizza 4P’s restaurant chain is meeting the needs of Vietnamese people quite well

Target market:

● Food / Fastfood

● Supply chain

Pizza 4Ps seeks to realize the following key benefits for its customers:

- Fresh food: Customers can enjoy fresh and delicious food with guaranteed input ingredients

- Good infrastructure: Customers can experience the Japanese - Italian - Vietnamese culture both luxurious and close at convenient locations

- Omotenashi - top service quality: Customers are served enthusiastically, thoughtfully, and true to the spirit of Omotenashi of the Japanese

- Fast food has become a high-spending product in Vietnam, especially for young people

- The more economic conditions develop, the more people pay attention to health, and natural products are focused on

- Manufacturers need to meet the Westernized consumption habits and demand for clean food of Vietnamese people

Market In 2019, Pizza 4P's chain achieved a revenue of 749 billion VND, while The Pizza Company achieved more than 617 billion VND, up 21.8% and 24% respectively Joining later

in this group, Pizza 4Ps also continued to break the gap when recording revenue of nearly VND

570 billion, up 34%

Although 2021 is a bit difficult due to the Covid 19 epidemic, Pizza 4Ps has collected 30 billion VND in 8 months after developing a website system and delivering door to door delivery

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2.6.2 Indirect Competitors

Fast food chains such as KFC, Popeyes, and Burger King sell different items than Pizza 4P's, yet they all cater to the same client base They have the advantage of having entered the Vietnamese market early, which means they already have a dedicated client base, therefore when it comes to fast food, fried chicken and hamburgers are always first Consumers, on the other hand, are increasingly turning to alternative products and services This is an opportunity for Pizza 4P's to expand their market share

HÌNH

SSECTION 3: TARGET CUSTOMERS ANALYSIS & POSITIONING STRATEGY

Geographic: Pizza 4P's chooses to operate in heavily populated cities like Ho Chi Minh City,

Hanoi, Da Nang, Hai Phong,

Demographic: With pricing from 25,000 to 500,000 VND per serving, Pizza 4P's is intended

at people aged over 8 who have a medium to high income

Psychographic: The bulk of Pizza 4P's consumers are people who live a modern lifestyle and

appreciate trying new things; this lifestyle is conducive to Pizza 4P's routinely releasing new taste pizzas Pizza 4P's consumers are primarily students and office workers, with a

preference for meeting friends or families, who are members of the middle and upper classes Pizza 4P's has easily entered the Vietnamese market because to the proper selection of target customer, the right approach, and the right taste of Vietnamese people To attract a larger

upper-class segment, our team will create new strategies to "attack" them in this essay

Pre-purchase

stage

Need arousal Society is evolving, the need to experience the service is

not simply eating enough, but also more than that They were curious as to what it was at Pizza 4P’s that attracted

so many people to it As a result, people will consider the need of experiencing the service at Pizza 4P's

Information

search

When they want to experience the service of Pizza 4P’s, they will seek out information through social media, advertising, personal experience reviews from friends, relatives, and food bloggers,…to compare and decide

Safe pizza processing, quick payment methods,…

Service facilities Restaurant with modern design, diverse styles, modern

equipment,…

Personnel The employee is welcoming, supportive, and responds

well to the requirements of customers,…

Post-encounter stage Customers show their satisfaction by coming back next

time or recommending to others,…

The basic focus strategy for Pizza 4P’s is service focused

Unlike other businesses, Pizza 4P's positions itself as a fine-dining restaurant chain rather than a fast-food restaurant or pizzeria

Achievements: Despite the scale of only 24 restaurants, not as big as other competitors such

as Pizza 4P's (90 stores) and Pizza Company (70 stores), Pizza 4P's revenue far exceeds its competitors, achieving the figure of 570 billion VND in 2019 with a profit of more than 50 billion VND after 5 years of operation

To position itself in such a position, Pizza 4P's has "taken care" very carefully in every stage

of its service

- Pizza 4P's has no concept of pre-made and reheated cakes The cake when placed in front of the customer is always a cake that has just come out of the oven and still has the aroma of the new dough

- Italian-style wood-fired pizza in a terracotta oven

- The pizza base must be kneaded by hand to reach the desired thickness

- The taste of food at Pizza 4P's combines Japanese and Italian cuisines

- Pizza 4P's also produces its own cheese The entire cheese-making process is completely handmade, just like the French tradition

Service style of employee: professional and always welcoming

Facilities: The restaurant is always located in good locations The restaurant has a luxurious

but unique design Each restaurant has its own style, idea, and story

- Consumption: continue to maintain strong positive quarterly growth (regardless of seasonal sales), increase consumption per use or increase frequency of use

- Penetration: achieved a steady increase, increasing the number of customers using Pizza 4P's restaurant services

- Value: higher-end brand positioning

- Level of loyalty: increase brand loyalty

+ Services product main characteristics:

Relative Intangibility: The restaurant service provided by Pizza 4P is composed of a variety of characteristics, including intangible elements that clients cannot see or feel before using the service They can only sense the elements of the service, such as the scent, taste, and attitude

of the employees after they have consumed it

Simultaneousness between production and consumption: Pizza 4Ps only makes a pizza when the client arrives, and they can't establish a service without the customer's involvement Customers are both consumers and active participants in the development of services

The decisiveness of the human factor in the process of creating services: Employees, in addition

to clients, play a vital role in the service delivery process

Perishability and non-storable: Pizza 4P's products are easily damaged if not stored properly because production and service consumption occur at the same time

Difficulty in quality control: Customers cannot foresee quality in advance due to the unique nature of the service business, and can only truly sense it through consumption

Seasonality: Customers have to go to school and work throughout the day, so there are normally less customers at Pizza 4P's outlets during the day The time window with the most customers will be in the evening

Superficiality: Customers' evaluations and feedback on service quality are influenced by the attitude and working style of each employee as seen from the outside

Pizza 4P's core product is to provide food and beverages, particularly pizza, to diners and potential consumers The 3 things that make Pizza 4P's core products different from existing

brands on the market are: <House-made cheese=, " Farm To Table" and "Omotenashi" - The Spirit of Japanese Hospitality

→ For this marketing plan, we will still keep the core product and the above difference of Pizza's 4P restaurant service Based on these distinctions, our team has created the

"Premium Chill" menu, which is targeted to the high-end consumer niche includes 3 main services Pizza 4P's will be able to sell not only limited-edition pizzas, but also allow customers to "personalize" their pizza by choosing all of the ingredients As a consequence, meals will take longer, allowing customers to enjoy more comfortable "chill" time As either a result, this meal is also served in a different, more opulent setting In addition, to accommodate the post-pandemic situation, Pizza 4P's will provide new frozen pizza items and side dishes based on the menu

+ Information: Currently, Pizza 4P's has set up a system to provide detailed information

about their services, such as their introduction, their schedule/service hours; menus and related prices, store locations, contact phone numbers, and how to book a table online; online delivery through all means Pizza 4P's will leverage short video platforms like

TikTok, Instagram's Reels, and Youtube's Shorts to give information

+ Order-taking: The staff will need to understand the products, menu differences, and pricing Therefore, each employee will be able to comprehend this via an internal app, and clients will have access to an app for purchasing food via internet platforms such

as Zalo or Messenger

Hình 3

+ Billing: Pizza 4P's offers smart tablets with menus and prices to make it easier for

consumers to keep track of their orders Customer information, service time and location, and expense data will all be included on invoices In addition, 4Ps can send

out more electronic invoices to make payments easier

+ Payment: Pizza 4P's accepts a number of payment methods, including cash, vouchers,

and electronic wallets such as Moca and MoMo

+ Consultation: The staff at Pizza 4P's is well-trained, knows the recipes, understands

the ingredients, and is familiar with the menu's usual dishes thanks to the use of the

"Premium Chill" menu From there, they can offer suggestions so that customers can

pick their own toppings while still feeling satisfied

+ Hospitality:.In order to promote the spirit of thoughtfulness with customers, this

marketing strategy will be improved with the following points:

● Restaurant area: Because this section caters to high-end customers, the restaurant space will be more opulent, modern, and private, with tables ranging from two to one group (6 people) In addition, each space should have a pleasant outlook

● Lounge area: In order to increase customer experience, Pizza 4P'S will design

a separate lounge area with its own restroom system, locker system, designed according to festive seasons and trends to encourage consumers to take pictures Some additional services will be added such as: snacks, soft drinks and herbal hand washing bowls for guests, in line with the post-Covid-19 pandemic mentality and the habit of using hands when eating pizza In addition, 4P's can provide some necessary items such as masks, hair ties, gifts for children, towels,

● Customer engagement in person: Show customers how to build a pizza and have the crew decorate their table right in front of them

● Customer interaction on the internet: Turning Pizza 4P's website into a physical store with eye-catching pizza graphics, ensuring a pleasant customer experience: fast, simple, accurate, convenient, time and cost saving; prefer

"internet of things" application to automate as many things as possible

+ Safekeeping: Pizza 4P's will have to provide free lockers for the upper-class client group, in addition to providing free parking and security guards to keep cars and

personal things safe

+ Exceptions: Customer complaints concerning the food will be happily handled by Pizza 4P's If a fault or error occurs with the dish, pizza 4P's will replace it with a new one Internal employees will assist clients in the event of service quality issues and will endeavor to fix as much as feasible or the manager can invite customers to re-experience

with reasonable promotional vouchers

Pizza 4P's has had a distinct food sales channel called Boxes 4P's for a long time Pizza 4P's offers its cheese to Horeca (restaurants, hotels ), a few mini grocery chains, and on Box 4P's

in addition to restaurant use Box 4P's model has been transformed into Pizza 4P's Online Store

in order to improve Furthermore, Premium 4P's will continue to develop and reproduce the Pizzaland brand and also <Beer for Peace= brand We can see that 4P's uses the <House of brand= brand technique after this The logo of the main brand, Pizza 4P's restaurant, has been reused since the name of Box 4P's was changed to Pizza 4P's online

Pizza 4P's will add a new brand, Pizza 4P's Premium, to further broaden its offerings Pizza 4P's Premium specializes in providing luxury and high-class restaurant services based on pizza products The new brand name keeps the title Pizza 4P's and simply adds the word "Premium"

to make it easier for customers to recognize while still offering the same features and benefits

as the primary brand Since then, 4P's has hoped to see more smiles on customers' faces and to bring peace to the globe

Pizza 4P's is targeting a group of customers with a good or higher average income

As a result, it is possible that product prices fluctuate higher than in the previous segment with above-average levels, specifically:

Menu of Pizza 4P's

- Value-based pricing (Customer-based pricing) :

With the goal of spreading happiness and positive energy through its services, Pizza 4P's prioritizes pricing strategy based on product value and customer perception Especially when targeting the group of medium-to-high-end customers Customers at Pizza 4P's want not only delicious and safe products, but also accompanying services of a certain value, so they are willing to pay more for products/ services that they believe are worthy of what that

product/service brings Pizza 4P's pricing strategy also revolves around the perceived value of customers:

The values that Pizza 4P's bring to consumers:

+ Using environmentally friendly production processes to reduce negative

environmental impacts Using high-quality ingredients that are safer, grown on the farm, natural, and free of chemicals Thien Sinh Farm - Pizza 4P's partner - employs a completely natural growing method Pesticides and chemical fertilizers, on the other

hand, are not used Create safe and high-quality manufacturing processes to protect consumers and the environment

+ Handmade cheese production that is both delicious and safe Pizza 4P's does not import cheese, but instead creates handmade cheese products with unique flavors that are only available at Pizza 4P's

+ Customers will not be bothered by the space's coziness and luxuriousness Space set aside for high-end customers who have all of their utility needs met Interesting design elements such as the waiting area, the VIP room, or the dining tables

overlooking the kitchen

+ Professional and fast support services: ticket booking consultation via website or phone number, quick delivery, convenient and diverse payment options, customer event support

+ Service that promotes thoughtfulness: enthusiastic consultants who embody the

Japanese spirit of "Omotenashi," or dedication demonstrated by the staff's thoughtful actions

- Competition-based pricing

If consumers do not perceive a difference in value between products and services, they will tend to select the cheapest option for themselves Pizza 4P's products are more expensive than competitors' This distinction stems from the higher value that Pizza 4P's products and

services bring to a new higher segment, a different value compared to competitors, by

improving customer perceived value

Unit: VND

Course Pizza 4P’s Al’s

Fresco Pasta Paradise Buzza Pizza Pizza 4P's Domino’s

39.000-/

Main

course

350.000

150.000-250.000

80.000-850.000

150.000-270.000

70.000-210.000

100.000-150.000

100.000

30.000-170.000

70.000-130.000

80.000-120.000

30.000-35.000

18.000-95.000

45.000-50.000

30.000-40.000

12.000 For Pizza 4P's, the company uses a variety of pricing methods and pricing strategies to maximize revenue and bring value and benefits in line with the prices that customers pay

- To manufacture a product, a certain amount of money must be spent However, because of the intangible nature of the service, cost measurement becomes more complicated for this type of service As a result, in order to easily measure costs, Pizza 4P's employs a

measurement method based on Activity-based costing (ABC management system), which approaches each step in the service delivery process and provides cost statistics for each step

- Based on the evidence, the Pizza 4P's choose one of the primary pricing strategies: Based Pricing Strong market brand awareness, and pricing that is possibly slightly higher Beside, the quality and safety of the product will be guaranteed in proportion to the customer's payment

Customer The product is considered innovative The slightly higher price not only emphasizes the product's features, but it also prevents other competitors from entering the new segment To entice new customers, offer preferential prices, express gratitude, and offer cost-effective product packages

In the Pizza 4P's product supply cycle, it is necessary to pay attention to 3 main flows: Information and promotion flow, negotiation flow and product flow

- Information and promotion flow: attracting customers mainly through online channels such as: Website, Fanpage of 4P's and personal email of customers

- Negotiation flow: encouraging customers to experience the service on both direct and online channels by providing information, advantages of Premium services (products, space) and preferential programs

- Product flow: focus on exclusive distribution to main branches of Pizza 4P's

To reach potential customers, Pizza 4P's needs to exploit convenient locations such as near residential areas, shopping centers, luxury apartments, and stable traffic Pizza 4P's is using direct distribution in some major cities through online and offline channels

For the high-end product line, 4P's pizza will be distributed exclusively at prime locations, first of all in Ho Chi Minh City The districts can refer to: As districts 1, 3, 11, and 7

Especially for Premium Pizza, exclusive distribution to the main store and no intermediaries to ensure that high-end customers experience the product service in a complete and professional manner, and at the same time convey the essence of the product With this form of distribution, customers can come to the place to experience the space, and at the same time be provided with high-class additional services in addition to the store's products Besides, upgrade service to support remote table reservations for customers

Realizing that potential customers are often free in the evenings, especially on weekends, Pizza 4P's will supply more ingredients and allocate resources at crowded branches

Some similar development locations for Premium Pizza in Ho Chi Minh City:

184 Le Dai Hanh Street, Ward 15, District 11, Ho Chi Minh City

151B Hai Ba Trung Ward 6, District 3, Ho Chi Minh City

8 Thu Khoa Huan, Ben Thanh Ward, District 1, Ho Chi Minh City

Pizza 4P's branch at Le Dai Hanh street

To find new sources of income during the Covid 19 epidemic, Pizza 4P's pioneered in

building a sales channel through its own website At the same time, Pizza 4P’s develops

retaining batteries in paper boxes to ensure the most delicious and perfect cakes when

reaching customers

Refer to website: https://delivery.pizza4ps.com/market4ps

Inheriting and promoting the potential of the online channel (revenue 30 billion VND, 60,000 orders/ 8 months) Premium Pizza can be mentioned on the web site's list of special dishes Accordingly, improving technology-enabled service delivery at Pizza 4P's:

● Customer care: support product information, record and handle feedback from

customers, Premium Pizza product lines need more preferential policies and gifts for potential customers 24/7

● Website building: eye-catching design to provide information, and receive orders Through the web can control the inventory items In addition, the website also

facilitates the collection of data and information-seeking behavior of consumers, thereby marketing services through media such as Gmail, Facebook, … Adding

videos recording the journey of making Premium Pizza lines for customers to

visualize and attract more easily

Apply shipping unit Ahamove and payment unit Momo to all products, including Premium Pizza Manage and ensure the delivery - receipt of pizza products, 24/7 fast shipping to ensure time needs for customers

To ensure a good image of products and service quality, stores that distribute products Premium Pizza of 4Ps pizza need to be strictly controlled Brand value can be controlled more carefully, leading to additional service maintenance costs

With Premium Pizza, the goal is towards safe, quality products and high spiritual value for consumers in the upper-class segment Premium Pizza of 4P’s is located in city center locations

to ensure to meet the needs of potential customers and build brand image

a Based on the characteristics of the market:

To avoid overcrowding on holidays in Vietnam, Pizza 4P’s needs to arrange more waiting rooms to create comfort for potential customers In addition, it is necessary to arrange more spacious and airy parking space for customers to conveniently move

b Based on business products

Because the core service is a high-class Pizza restaurant service, it is very important to

distribute at 4P's pizza to ensure uniform quality in each branch as well as in online delivery channels

c Based on the capacity of the business: