Santa Monica College Big Mamas and Papas Pizzeria Audience Analysis Paper Organization: Big Mama’s and Papa’s Pizzeria (Hollywood) Questions to answer If

Santa Monica College Big Mamas and Papas Pizzeria Audience Analysis Paper Organization: Big Mama’s and Papa’s Pizzeria (Hollywood)

Questions to answer

If we offered a 10% to all faculty and students would more people eat at the pizzeria across the street? Or how much %?
Find out how many people actually like people like to eat pizza during lunch
Ex: if they like sandwiches more we can ask the owner to make a sandwich combo for them to boost business during lunch time

Part 1

This section will discuss the background of the current challenges faced by the organization. You will also present the rationale of the new initiative (new marketing campaign). Information related to vision, mission, value proposition of the initiatives and its services/content.

Challenge: This small business has taken a hit in sales after a similar pizzeria opened up nearby.
Vision: Our goal is to revive this business’ sales by identifying opportunities to grow their customer base.
Mission: Our mission is to speak with representatives of LACC, since it is a large community college in front of the business, in order to attract their attention to the pizzeria’s presence. We will also recommend printing menus and passing them out within their delivery radius.
Value proposition of the initiatives: “Maintaining our dedication and commitment to great quality pizza, we will continue to expand our capabilities, increase our efficiency, and elevate the superior level of customer service we currently provide to strengthen the standard of excellence in reputation we have set in the industry.”
Services
Small pizzeria in Hollywood
Caters food to local businesses and homes
Offer large sized pizzas that can feed up to 20 people each
Home of the world’s largest deliverable pizza
Sells individual large sized slices

Part II: Environment/Audience Analysis – DUE OCT.28th

The objective of this section is to demonstrate understanding of the target audience (consumers, users, or community) and environmental factors (e.g., social, cultural, economic, political, technological environments [please be selective – you don’t need to include all environment factors in your report] that influence the marketing campaign. The section will identify the key characteristics (demographic, geographic, psychographic, and behavioural) of the target audience and whether or not there are some important trends that will have an impact on the community now, and in the future. You will discuss the controllable and uncontrollable factors (strengths and weaknesses, opportunity and threats) that might influence the choice of the marketing campaign.

Target Audience: kh1

Environmental Factors: kh2

Key Characteristics: kh3

Demographic
Geographic
Psychographic
Behavioral

Controllable & Uncontrollable factors:kh4

Controllable

Product: pizza
Price: N/A
Promotion: window clings: 10% for LACC students, faculty, & staff & other discounts; punch cards offering discount after 6th purchase, mailed coupons & updated menus
Place: at LACC, the restaurant, coupons mailed to potential customers

Uncontrollable

Social: start here
Economic: student, faculty, staff income
Technological: N/A
Competitive: DeSano Pizza Bakery, Gracie’s Pizza, Triple Beam Pizza, King of New York Pizzeria Pub, Garage Pizza
Regulatory: start here

Part III: Implementation Plan

In this section the Team will prepare the following items for the campaign:

Description or/and products of your implementation plan: What should be done, who should do it, how much it will cost, when will it be implemented (you might design poster, flyers, leaflets, advertisement, website, social media page, public event etc.)
Projected budgets for the plan
Expected Outcomes: What are the expected outcomes/impacts? How to measure these outcomes?