William Allen  Seth Baylor  Andrea Buescher  Christie Clark

1. William Allen  Seth Baylor  Andrea Buescher  Christie Clark

2. Overview • Executive Summary • Company Description and Organization • Strategic Focus • Situational Analysis • Market-Product Focus • Marketing Program • Finanacial Data and Projections • Appendix I - Advertisements

3. Executive Summary • Target Market • Consumers under age 25, specifically children and college students • Advertising • Print ads, Radio ads, Television commercials • Promotional Strategies • Displays, contests, free samples

4. Company Description and Organization • Company name - Italiamerica • Headquarters in Evansville, IN • Hired marketing team for new product • Pizza Bagels • Team: William Allen, Seth Baylor, Andrea Buescher, Christie Clark

5. Strategic Focus • Mission • To satisfy our customers with a great-tasting, convenient, and unique pizza snack

6. Strategic Focus • Goals • To produce a quality product with healthy ingredients • To satisfy the tastes of young-minded consumers • To become a profitable competitor in the frozen pizza industry • To create a recognizable brand name • To lead the industry in innovation • To operate with a socially responsible attitude

7. Strategic Focus • Competitive Advantage • Our product will offer a new way to enjoy pizza at a competitive price.

8. Situational Analysis - SWOT • Strengths • New approach to pizza market • Wide variety of toppings to satisfy our target’s needs • Our bagel is a healthier alternative to pizza crust

9. Situational Analysis - SWOT • Weaknesses • Unknown company with no credibility or brand loyalty • Other companies are considered staple brands • Higher production costs • Can’t afford to buy in bulk

10. Situational Analysis - SWOT • Opportunities • Value gap in the frozen pizza industry • Offer environmentally-friendly packaging • Create a kids’ activity pack to include with each product • Economy is weakening • Consumers are looking to spend less and may be looking to alternatives to existing name brand products

11. Situational Analysis - SWOT • Threats • Competitors • Totino’s Party Pizzas and Pizza Rolls • Heinz Bagel Bites • Nestle’s Hot Pockets • All other frozen pizza producers • Substitutes for pizza • Health-conscious trend may deter consumers from all sorts of pizza products

12. Market-Product Focus • Marketing and Product Objectives • Create awareness • Create brand loyalty

13. Market-Product Focus A = Hot Pockes B = Bagel Bites C = Party Pizzas D = Pizza Rolls A B C,D

14. Market-Product Focus • Points of Difference • Wide variety of toppings • Macaroni & Cheese, Cheeseburger, Meatball, Philly Cheesesteak • Possibility of expansion into breakfast or dessert bagels • Full-size bagel • Unlike any of our competitors • Healthier • Fresh ingredients and bagel foundation

15. Product Strategy • Promotional Strategy • Set up sample tables in grocery stores • Set up displays at college campuses • Offer samples to college clubs and organizations • Put an advertisement in college newspaper • Give coupons to apartment complexes to pass out to college-age residents

16. Product Strategy • Promotional Strategy • Create a contest for kids to win a pizza-bagel party for their class • Offer samples to Sunday School groups • Offer samples to Daycare Providers • Direct Mail advertisements

17. Marketing Program • Brand and Label • Grow into a recognizable brand name and build brand loyalty • Must be suitable for children and easy for them to say and remember

18. Marketing Program • Price Strategy • We cannot afford a lower price because our production costs are higher • We could consider selling at a slightly higher price, but that may interfere with our desired positioning • Our best strategy is to sell our product at the same price as our competitors but to promote the fact that our packages contain more product so the customer is getting a good deal.

19. Financial Data and Projections • Pizza Bagel Financial Statements 2009 • Production costs in terms of cost in per unit ($3.25) @ 1 million units • Container/Box: .06 • Labeling: .04 • Shipping: .25 • Labor: .45 • Material: .20 • Total Production costs: $1.00

20. Financial Data and Projections • Marketing Costs in terms of cost in per unit ($3.25) @ 1 million Units • TV ads: • Magazine Ads: • Direct Mail: • Product development: • Reserve Funds: • Total Marketing Costs: $.30 • Tax: $.23

21. Financial Data and Projections • Total Costs: $1.30 • Gross Margin: $1.95 per can • Sales Tax: $.23 • Net Income: $1.72 • Sales Objective per year estimated at 3 million units • Total Estimated Revenue: $5,160,000

22. Creative Brief • Objective: To create brand awareness and increase consumer information of product • Target: Persons age 5- 25 and their mothers • Beliefs: Pizza is junk food

23. Creative Brief • Message • Theme: Pizza Bagels are a fulfilling, healthy, and quick option • among frozen pizza items. • Support: Pizza Bagels are larger, healthier, and easier to cook than some of its competitors. • Bonus: An original variety of flavors and a kid’s activity pack included • Slogan: The Happy, Healthy Pizza… on a Bagel. • Call to Action: Available at • Medium: Direct Mail, Magazine Ads (News4U, Evansville Moms), TV