(Tiểu luận) topic marketing plan pizza 4ps

EXECUTIVE SUMMARYThis report is a brief Marketing plan for the original-Japanese restaurant Pizza 4P’s.4P's is one of the leading pizza brands in Vietnam.. Not only providing customers w

NATIONAL ECONOMICS UNIVERSITY

SCHOOL OF ADVANCED EDUCATION PROGRAMS

SAMPLE REPORT

ENGLISH MARKETING

Topic: MARKETING PLAN FOR PIZZA 4P'S

GROUP 3 Class: Advanced Marketing Management 62C

III CURRENT MARKETING ENVIRONMENT 4

I EXECUTIVE SUMMARY

This report is a brief Marketing plan for the original-Japanese restaurant Pizza 4P’s.4P's is one of the leading pizza brands in Vietnam Developed with the orientation ofmaking a brand with customer satisfaction, 4P's has created a highlight and differencefor itself compared to other pizza firms Not only providing customers with attractive,creative pizzas with stable quality, Pizza 4P's is also famous for its beautiful space,warm and friendly service at every branch

In this report, we have analyzed the factors affecting the marketing strategy of Pizza4P's Since then, we have researched and come up with the most suitable marketingplan for this brand in the Vietnamese market The first part is a brief introduction,followed by an analysis of the marketing environment (Internal, Micro and Macroenvironment) Next, the report analyzes Pizza 4P's marketing evaluation includingSWOT analysis of the situation and several main issues facing the brand Furthermore,marketing objectives, marketing strategy and the marketing mix are also discussed.Finally, there will be some recommended programs for the firm to tackle the problem

as effectively as possible

II COMPANY INTRODUCTION

1 Pizza 4P’s overview

Pizza 4P is one of the famous pizza brands in Vietnam - originated from Japan,founded by the Japanese couple Yosuke and Sanae Masuko Pizza 4P's inspirationcomes from a small toaster, located in the backyard of a house in Tokyo (Japan).Along with the love of pizza, the first Pizza 4P's opened its doors to start the journey

to conquer diners in 2011 As of April 2020, the main restaurant business has a total of

28 restaurants (including food trucks) in Vietnam 4P’s currently have 5 businessunits: Restaurants, Cheese production, Cheese wholesale, Dairy retail và mới đây 4P’smới mở rộng thêm mô hình Cafe 4P’s

2. Brand philosophy

The meaning of the name 4P's is Platform personal pizza for pizza This name reflectsthe spirit of the store, which is to create a personality and a separate essence for eachpizza in this place

In addition, the name "4P's" also means "For peace" - for peace to fill the world,towards peace of mind The brand has always expressed the desire to bring rich,interesting experiences and positive energy to customers

3 Vision and mission

Vision: Make the World smile for Peace

Mission: Delivery Wow, Sharing Happiness

- The ambition at Pizza 4P's is not to simply be “A Great Pizza Restaurant" Theyhave a bigger vision - Make the world smile for a Peace

- Their mission that we stand by and work on daily in order to achieve this vision,

is “Delivering Wow, Sharing Happiness"

+ “Wow" describes pleasant surprises and the kind of experiences that make yourheart dance, leaving you full of positive energy and a motivated spirit+ That excitement and positive energy works as a big step toward “Happiness"+ By “Sharing” that with as many people as possible, Pizza 4P's believe thathappiness will spread from one person to another and fill the world

+ The outcome of “Delivering Wow, Sharing Happiness" is a smile

+ Pizza 4P's work to first put a smile on the person in front of us Then, theywork to spread that smile further

+ They believe that if they repeat those small steps and the smiles spread over theworld, the whole world can be filled with more happiness.

III CURRENT MARKETING ENVIRONMENT

1 Internal environment

1.1 Core value

The “4P’s Spirit” is created from 7 Core Values 7 core values of Pizza 4P’s arearranged in the fixed order and divided into 3 groups These values were establishedfrom the individuals, to the company’s culture and finally finished with the effectiveways where the company and members work together to lead the company growth

● The first three core values come from each individual: basic foundation,coming from and representing the inner spirit of each member:

1 Passion For Peace

2 OMOTENASHI – top service quality

3 Integrity

● The next two values represent the working environment: creating the identity,internal strength and team spirit of Pizza 4P’s:

4 Being Cause in the Matter

5 Positive Family Spirit

● The company’s values: the common goals are reached with the last two values:

6 KAIZEN – Innovative mindset

7 Forget the Box

1.2 Human resources

Pizza 4P's clearly understands that not only the people who purchase pizza are theircustomers, but also the partners, employees, people who directly use the system andhave a close relationship with them Because of this understanding, Pizza 4P's alwayscares about the opinions of its own company insiders to make necessary changes inthe system operation The company organized interesting activities such as “Pizza 4P'sMaster Pizza Chef” in order to create a joyful playground and encourage the spirits ofmembers They believe that in order to win the love of customers, they must first winthe love of their members, because they are the ambassadors of Pizza 4P's - whodirectly talk, listen and understand customers That's why, after a long time ofdeliberation, Pizza 4P’s came up with an idea to honor all that everyone hascontributed It is called: PIZZA 4P'S MEMBER OF THE YEAR

1.3 Finance

According to VIRAC data, Pizza 4P's revenue in 2017 reached more than 283 billion,

up 79% over the previous year At the same time, profit skyrocketed to nearly 33.3billion VND, more than 6 times higher than 5.5 billion VND in 2016 In 2018,business continued to boom when the company's revenue increased by 45% increased

to 411 billion dong while profit increased by 65% Although 2021 is a bit difficult due

to the Covid 19 epidemic, Pizza 4Ps has collected 30 billion VND in 8 months afterdeveloping a website system and delivering door to door delivery

In particular, digital transformation helps Pizza 4P's delivery revenue quadruple in thesame period of 2020 If in 2020, restaurant sales account for 89% of total revenue anddelivery accounts for 10% of total revenue, then in 2021 In-store sales fell to 52%while delivery sales jumped to 38% Two new business segments, delivery andpackaged food, account for an increasing proportion of the revenue structure In which

- Delivery is estimated to increase by nearly 4 times compared to 2020 The number ofdelivery orders has now reached more than 70,000 orders/month and the delivery time

is less than 30 minutes With cooperation with online sales platforms (Grab, Tiki,Beamin, ), estimated delivery revenue can replace most of restaurant revenue in thecase of social distancing

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2 Micro Environment

2.1 Customer analysis

● In terms of demographics:

Pizza 4P's target customers are customers aged 26 to 42, with above-average income

In general, the brand's target customers are more female than male Customers whooften use the service are couples and well-off households Currently, according tostatistics, Pizza 4P's customers account for 70% of locals and 30% of foreigners.Because the brand does not serve traditional Vietnamese food, Pizza 4P's is always apreferred choice by tourists as well as foreigners living and working here

● In terms of psychology:

Pizza 4P's customers are interested in choosing a place to eat with unique flavors,luxurious space, dedicated service and not too expensive prices Regarding externalneeds, guests are always looking for a place with enough sophistication and comfort tomeet their needs such as meeting customers, dating or a worthy place to experiencewith family Thanks to this feature of identifying target customers, Pizza 4P's haschanged and created in terms of both brand appearance and spirit, meeting the needs

of customers better

2.2 Suppliers

With the motto "From farm to table" Pizza 4P's has cooperated with Thien Sinh farm

in Da Lat, where organic vegetables are grown and produced – this is a projectdirected by JICA, has been operating for more than 10 years All vegetables here aregrown without any pesticides, and thanks to the application of Japanese technologies,

we are trying to provide good food at the cheapest price to users

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Regarding cheese, 4P's has made its own cheese in its own factory Initially, thefactory only produced mozzarella cheese to supply the restaurant But until now thescale has grown to more than 20 employees producing 8 cheeses, providing about 400servings per day, especially with the presence of Japanese employees from the earlydays of the factory's establishment, the production process and quality of cheese arealways monitored, managed and developed to produce first-class finished products.

In addition, other product packages such as ham or canned tomatoes are also carefullyselected by the company and imported directly from famous brands in Italy

2.3 Competitors

Up to now, there are more than 100 pizza brands in Vietnam and abroad Amongthem, there are 2 direct competitors to 4P's pizza are: Pizza Hut and The PizzaCompany

● Pizza Hut:

Pizza Hut is the largest Pizza brand in the US Since the first store opened at the end

of 2016 in Vietnam, the brand has grown rapidly and has more than 100 branchesacross the country As a brand that entered the Vietnamese market early, this brand has

a position in brand recognition

● The Pizza Company

Coming from Minor Food Group - one of Asia's leading corporations in the hospitalityand high-end cuisine industry, The Pizza Company has come to Vietnam since 2013and brought "top of mind" products that are Premium Seafood Pizza line This brandalso pays a lot of attention to marketing when constantly offering promotions,promotions, minigames,

⇒ In general, these two brands are in the lower price segment than 4P's pizza andweaker than 4P's in terms of service quality However, the marketing communicationactivities of these two firms are promoted more strongly than 4P's pizza and arepreferred by customers for the pizza product line

2.4 Intermediate Marketing

Pizza 4P’s is distributed in three main ways: through direct distribution channels atstores, through sales agents and through Internet sales At Pizza 4P's stores, they willdirectly serve customers who want to enjoy food and use on-site services Staff at 4P'sare professionally trained, careful and dedicated Attitude and service at Pizza 4P's arealways aimed at bringing comfort to customers Pizza 4P's has intermediarydistribution channels through a few stores and supermarkets such as Namanmarket,Afamily, Vinmart with frozen products With dairy products, Pizza 4P's through

wholesale and retail They have supplied to about 300 stores, mainly for 5-star hotels,restaurants and gourmet shops Pizza 4P's.

The online sales channel has also been applied by 4P's since the outbreak of Covid 19.Pizza 4P'S ready-made products when distributed to these agents are cheaper thanfresh products sold at restaurants Pizza 4P's has built a delivery channel through itsown website (pizza4ps.com), modernly designed to help customers use and updateeasily about products, online personal channels (Facebook, Instagram) In addition,4P's also expands its business through other e-commerce platforms such as Shopee,Lazada, etc In addition, 4P's products are always taken care of in terms of productquality: raw materials must be guaranteed fresh on the day, taken from clean and safesources

3 Macro Environment

3.1 Economic

- Vietnam’s rapid economic growth:

The IMF forecasts that Vietnam's GDP will grow at 6.8-7.5% in 5 years from2023-2025 The increase in per capita income in Vietnam leads to increasedaffordability, higher spending levels on shopping and services, people tend to

be willing to pay high prices for quality and services

→ Opportunity for Pizza 4P's to thrive and increase stability for its restaurantchain business in the future

- The F&B industry in Vietnam tends to grow strongly:

According to market research firm BMI, Vietnam has become one of the mostattractive F&B markets globally According to statistics, the F&B industry hascontributed 15.8% to the total national GDP (in 2021) Total spending on foodand beverages accounted for the highest proportion with about 35% ofspending According to D'Corp's report, our country now has more than540,000 shops selling food and drinks Besides, the spending level on foodservices is also at a high level with more than 360 USD/month This is a highernumber than countries in the region such as Indonesia, Thailand, Philippines,Malaysia

- Businesses increasingly focus on sustainable business methods In particular,the food service industry (F&B) has shown signs of positive changes whengradually switching to products of natural origin and environmentally friendly.3.3 Culture - Society

- After the Covid 19 pandemic, consumers' tendency to eat out and order at home

is increasing During the pandemic in Vietnam, restaurants are not open, soordering Pizza 4P's products on the app is a trend and almost the number ofproducts is not enough to serve

- Healthy lifestyle trends: Currently, WHO and national government areencouraging people to eat healthy foods, supplementing with many vegetablesand vitamins to avoid obesity Consumers are becoming more and moreintelligent and improving standards, towards "clean eating green living"through the use of organic food and clean ingredients According to theresearch results of the Vietnam Report, the future trend of the food andbeverage industry is a healthy product

- Foreign culture is increasingly welcomed and developed in Vietnam People,especially young people gradually open, prefer and receive products fromabroad or have more culture and origin from abroad.

3.4 Technology

- The development of 4.0 technology combined with the impact of the covid 19epidemic has made the percentage of users ordering food through mobiledevices significantly increased According to a report by Gojek, in the first half

of 2022, the number of users using the food ordering service increased by 35%compared to the same period last year Many restaurants have been expandingtheir business models on online platforms, selling food to customers throughmobile applications Keeping up with this trend, Pizza 4P's has built a deliverychannel through its own website and gradually expanded through othere-commerce platforms such as Shopee, Lazada…

- Vietnam's F&B industry is growing rapidly with the rise of AI Manyrestaurants are gradually shifting to the application of advanced technology inmanagement, operation, and automation of all processes All Pizza 4P's storesare managed by 100% "home made" technology and set possible goals Apply

AI to all upline products

IV SWOT ANALYSIS

1 Strengths

- Differentiated products: Instead of going in the direction of industrial pizza,Pizza 4P's chooses handmade pizza products → creating quality products andcompletely different from the existing brands

- Diverse product: besides pizza, there are soup, salads, with recipes featured

- High-class service: Pizza 4P's service quality is always maintained at a highlevel Customers receive care from the time they book a table to the end of theirdining experience at the restaurant

- Sustainable supply: Pizza 4P's owns many sustainable local sources, ensuringthe freshness of ingredients This contributes to the premium quality of thedish

- Dedicated staff: Attitude and service at Pizza 4P's bring comfort to customers.Staff are very professional and enthusiastic

- In addition, Pizza 4P's also has prime locations, in central locations of cities