EUROPEAN UNIVERSITY OF LEFKE
FACULTY OF ECONOMICS & ADMINISTRATIVE SCIENCES
Student 22144036
Blessing M Chadehumbe
Mark 301 PRINCIPLES OF MARKETING
Course Lecturer- Asst. Prof. Dr. Pelin Bayram
Executive summary
The successful transformation of Cafe Vira into Pizza Vira in Guzelyurt
showcases their exceptional adaptability and entrepreneurial prowess.
By rebranding and focusing on delivering high-quality food and service,
Pizza Vira has positioned itself as a premier culinary destination in the
region. With their slogan "The Taste Stop of Cyprus," they have
effectively communicated their commitment to providing a memorable
dining experience. The ability to attract a diverse customer base further
highlights their business acumen and market appeal.
The primary marketing objective is to have a substantial influence on the
market in the coming year by offering health options and aiming for a daily
target of 160,000 Turkish lira. The strategic initiatives reflect a proactive
approach to meeting customer needs and fostering business expansion hence
being well-prepared to make a notable impact and achieve growth through
even adding more health options on the menu.
2.The current market situation
Pizza Vira-1992 has been growing steadily since the change from Cafe
Vira. It has been very much profitable .When it comes to market
competition, Burger King, Istanbul, and Hot and Fresh may not directly
compete with Pizza Vira due to their different value propositions and
target markets. Pizza Vira's strategic decision to incorporate traditional
dishes into their menu gives them a unique selling proposition that sets
them apart from fast-food chains like Burger King. By offering a blend
of traditional and innovative options, Pizza Vira caters to a different
customer segment that values authenticity and a unique dining
experience. It's unique way of connecting with the Turkish culture lures
people in. Like every restaurant it can be hard for people to know you
when you have just entered the market. Pizza Vira made an exception,
changed the whole system and took on a very influential marketing
strategy, they even created a slogan. Their Pizza has also been known to
be very much alive compared to other restaurants in Guzelyurt.
Market description
Pizza Vira's dedication to quality, variety, customization, and efficient
service positions them as a leader in the highly competitive pizza
industry. Their utilization of fresh, locally sourced ingredients and their
ability to accommodate diverse dietary preferences sets them apart from
their competitors. By delivering a personalized and health-conscious
dining experience, Pizza Vira has established itself as a go-to destination
for Turkish food and pizza enthusiasts seeking exceptional taste and
exceptional service.
TARGET CUSTOMER CORRESPONDING
SEGMENT NEEDS FEATURES/BENEFITS
Tourists ➢ Experiences traditional ➢ Turkish cuisine experience
flavors ➢ Dining experience
➢ Luxuriousness
Health Conscious ➢ Maximizes nutritional ➢ Low calorie foods
value ➢ More Salads
➢ Avoids artificial ➢ Options
ingredients or artificial ➢ Experiences natural ingredients
substances
Families And ➢ Family dining ➢ Welcoming environments for everyone
Groups ➢ Variety of options including children
➢ Exposure
➢ Flexible menu with a list of options any can
choose from including children menu
Product Review
Menu Variety and Customization Options:
One of the key highlights of Pizza Vira is its extensive range of toppings
and specialty pizzas. With a plethora of options to choose from,
customers are guaranteed to find a combination that suits their taste buds
perfectly. Whether you prefer classic flavors or want to experiment with
something unique, Pizza Vira's menu has it all. The ability to customize
your pizza further enhances the dining experience, allowing you to
create a pie that is truly tailored to your preferences.
Family-Friendly Ambience: Pizza Vira provides an inviting and relaxed
atmosphere, making it an excellent choice for families and groups.
✓ Pizza Vira is a popular national pizza restaurant chain known for its
diverse menu and unique pizza options and Turkish food.
✓ Customers have praised Pizza Vira for its wide range of toppings and
specialty pizzas, allowing for customization to suit individual
preferences.
✓ The ambience and dining experience at Pizza Vira have received
positive reviews, particularly from families and groups seeking a casual
environment with a focus on pizza.
Competitive review
Pizza Vira's journey from a small startup to a competitive force in the
food market is a testament to their marketing expertise. By employing
business terminology, understanding their target market, and
implementing effective branding and promotional strategies, Pizza Vira
has emerged as a standout player in the industry. As they continue to
innovate and meet the evolving demands of customers, Pizza Vira is
poised for continued success and growth in the year to come.
Burger King- offers a variety of fast-food options including burgers,
chicken sandwiches, salads, and wraps. They also have a range of sides
such as French fries and onion rings
Hot n Fresh- They have a wide range of options that include traditional
Turkish dishes like kebabs, mezes, and pide, as well as fast food
favorites like pizza, burgers and fries.
Istanbul Cafe- offers a delightful array of Turkish delicacies, including
traditional dishes like kebabs, mezes, and baklava.
Competitor Features
Burger ✓ wide range of burgers, including classics like the
King Whopper and cheeseburgers, chicken sandwiches, salads,
and sides like French fries and onion rings.
Hot n fresh✓ kebabs, mezes, and pide fries and burgers.
Competitor Features
Istanbul ✓ Turkish delicacies, including traditional dishes like
café kebabs, mezes, and baklava.
Channels And Logistics Review
When it comes to Pizza Vira, conducting a logistics and channels review
is crucial for ensuring their food is delivered swiftly and deliciously to
their customers. By assessing their transportation, warehousing, and
inventory management processes, Pizza Vira can optimize their
operations and reduce delivery times. They can also evaluate their
distribution channels, such as direct sales or partnering with popular
food delivery apps, to reach their hungry customers effectively.
Additionally, leveraging technology and software systems allows Pizza
Vira to track orders in real-time and make data-driven decisions for an
even better food experience.
PART 3
SWOT ANALYSIS
Pizza Vira has a strong foundation with its delicious food and loyal
customer base. By addressing weaknesses, capitalizing on opportunities,
and staying ahead of threats, Pizza Vira can continue to grow and satisfy
its food lovers everywhere.
I. Strengths
- Delicious and high-quality food that keeps customers coming back for
more.
- Wide variety of options and flavors to cater to different preferences.
- Strong brand reputation and customer loyalty.
- Efficient delivery system and multiple ordering channels for
convenience.
II. Weaknesses
- Limited physical presence in certain areas, which may limit
accessibility for some customers.
- Possible dependency on third-party delivery services, which could
impact delivery reliability.
- Potential challenges in maintaining consistent quality across all
locations.
III. Opportunities
- Expansion into new markets and regions to reach a wider customer
base.
- Introduction of new menu items or promotions to attract new
customers.
- Collaborations with local businesses or events to increase brand
visibility.
IV. Threats
- Intense competition from other food chains and local pizzerias.
- Changing consumer preferences and dietary trends.
- External factors like economic downturns or supply chain disruptions.
PART 4
OBJECTIVES AND ISSUE
To bring substantial influence on the market in the coming year by
offering health options and aiming for a daily target of 160,000 Turkish
lira.
Issues.
Utilize local marketing strategies and target the local community by
advertising in local newspapers, magazines, or radio stations. Consider
sponsoring local events or sports teams to increase brand visibility.
Distribute flyers or menus in nearby businesses or residential areas.
PART 5
MARKETING STRATEGY
Pizza Vira knows the importance of a solid marketing communications
strategy. They focus on defining their unique value proposition,
understanding their target audience, and using a mix of traditional and
digital marketing tactics. From creating creative content to establishing a
strong online presence and engaging with the local community, Pizza
Vira covers all the bases. They also prioritize customer relationships,
seasonal campaigns, and measuring their performance to ensure they're
delivering the best food experience.
a. Product Strategy
Pizza Vira sells their food through various channels to reach a wide
range of customers. They have both dine-in and takeout options
available at Guzelyurt . Additionally, they offer delivery services to
bring their delicious food right to your doorstep.
Positioning Strategy
Typically, this revolves around three main pillars: convenience, variety,
and universal appeal. Food at Pizza Vira is positioned as a convenient
and their versatile meals options can be enjoyed through multiple
channels such as dine-in, takeout, delivery, or homemade preparation.
Position Statement.
"For discerning food enthusiasts seeking a culinary experience that
combines exquisite flavors, impeccable service, and an inviting
atmosphere, our restaurant is the premier destination. With a focus on
locally sourced ingredients, creative menu offerings, and a commitment
to exceptional dining, we aim to delight our guests with a unique and
unforgettable gastronomic journey that celebrates the artistry of cuisine
and the joy of shared meals."
The positioning statement for the Pizza Vira highlights its unique value
proposition and target audience. It emphasizes that the restaurant is the
top choice for food enthusiasts who appreciate a culinary experience that
combines exceptional flavors, impeccable service, and an inviting
atmosphere.
d. Marketing Communication strategy
The Pizza Vira brand typically involves a comprehensive approach to
reach and engage the target audience. Here are some key components of
a marketing communications strategy for a Turkish cuisine and
exceptional food brand:
Brand Positioning: Clearly define the unique value proposition of the
food chain brand, whether it's based on quality ingredients, distinct
flavors, convenience, or other differentiating factors.
Target Audience: Identify and understand the demographics, behaviors,
and preferences of the intended customers, whether they are families,
young professionals, or specific niche segments.
Creative Content: Develop visually appealing and compelling content
that showcases the brand's pizza offerings, highlights promotions, and
communicates the brand's identity and story.
Local Engagement: Engage with the community through local
marketing tactics like sponsoring events, collaborating with nearby
businesses, and participating in community initiatives.
Customer Relationship Management: Implement strategies to cultivate
and maintain customer relationships, such as loyalty programs,
personalized communications, and gathering customer feedback.
Seasonal and Promotional Campaigns: Create campaigns and
promotions that align with holidays, local events, and customer
preferences to increase appeal and drive sales.
Customer Experience: Prioritize the overall customer experience to
ensure it aligns with the brand's messaging and values, from initial
touchpoints to delivery or dining in.
Performance Measurement: Track the effectiveness of marketing efforts
by monitoring key performance indicators (KPIs) such as sales, website
traffic, social media engagement, and customer feedback.
By effectively integrating these elements, a Pizza Vira brand can
develop a robust marketing communications strategy to connect with the
target audience, strengthen brand awareness, and drive sales.
e. Market research
Market research for Pizza Vira would involve gathering information
about the target audience, competitors, and industry trends. Here are
some key steps to conduct market research for Pizza Vira:
Define the Research Objectives:
Determine the specific goals of the market research, such as
understanding customer preferences, identifying market opportunities, or
evaluating the competition.
Identify the Target Market:
Clearly define the target audience for Pizza Vira, including
demographics (age, gender, income), psychographics (lifestyle,
preferences), and behaviors (eating habits, dining frequency).
Analyze Competitors:
Study other food chain brands in the market to understand their
offerings, pricing, marketing strategies, and customer feedback. This
will help identify gaps and opportunities for Pizza Vira.
Throughout the year:
1. Monitor online reviews and respond promptly to customer feedback,
both positive and negative.
2. Regularly update social media accounts with engaging content,
including behind-the-scenes footage, chef interviews, or cooking tips.
3. Continuously train and educate staff members on customer service,
food preparation, and Turkish culture to ensure consistent quality.
4. Stay updated on industry trends and adjust the menu, décor, or
offerings accordingly.
By following this action program over the course of one
year, the Pizza Vira can enhance its brand visibility, engage with the
target audience, and drive customer loyalty, ultimately leading to
increased revenue and a strong market presence.
Budget
In sales Pizza Vira has aimed to have 5 000 000 turkish lira annually.
12%-20%of projected revenue, with a revenue of $2 million should
spend at least
$400,000-$500,000 to scale up its growth.
