SCHOOL OF BUSINESS AND MANAGEMENT
MARKETING MANAGEMENT CIA 1
SUBMITTED TO
Dr SUNANDA VINCENT J
SUBMITTED BY
PRAVANYA SINGH 2420738
SHAYRI SANWARIA 2420745
SHRIYA SRIVASTAVA 2420746
INTRODUCTION TO FOOD INDUSTRY
A critical component of life support, the food industry encompasses agriculture, processing,
distribution, retail, and catering and is a cornerstone of worldwide economies. Technology,
sustainability, and changing consumer needs for more varied, eco-friendly, and healthful
products have all contributed to recent developments that have completely changed the
industry. The quick-service and casual eating markets are expanding significantly because
they provide convenience and variety. Specialised restaurants, like bakeries, cafes, and
pizzerias, distinguish themselves by fusing unique dining experiences with innovative
cooking. By combining quality, customisation, and atmosphere to satisfy changing tastes,
these businesses are becoming a more vibrant and important sector of the food industry.
INTRODUCTION TO PIZZA BAKERY
The lively dining destination Pizza Bakery on Church Street in Bangalore is well-known for
its creative cuisine and wood-fired pizzas. Located in the heart of the city's entertainment
centre, it appeals to a wide range of urban customers by fusing traditional Italian flavours
with contemporary touches. It provides a unique gastronomic experience and is well-known
for its artisanal craftsmanship, fresh ingredients, and signature toppings. In addition to pizzas,
the menu offers sides, desserts, and drinks to suit a variety of events, such as get-togethers
with friends, dates, or casual get-togethers. It is a popular spot for both locals and visitors
looking for great food and a vibrant dining experience because of its stylish decor, lively
environment, and attentive service.
MARKETING STRATEGIES: 4Ps
PRODUCT STRATEGY
- Product Range:
* A large selection of wood-fired pizzas that emphasise fine ingredients and artisanal skill.
* Signature dishes include traditional favourites like pepperoni pizza and unusual flavours
like truffle mushroom pizza.
* Adds a variety of appetisers, desserts, and drinks to the main course to provide a well-
rounded dining experience.
- Quality:
* maintains excellent quality by using imported, locally sourced, and fresh ingredients.
* appeals to affluent metropolitan customers looking for fine dining establishments.
- Personalisation:
* enables clients to alter pizzas to accommodate dietary requirements, such as gluten-free,
vegan, and vegetarian alternatives.
* Personalised options increase the appeal to a wider audience.
- The Product of Ambiance:
* provides a warm, visually appealing atmosphere that elevates the eating experience.
* establishes the restaurant as a destination for delicious meals and attractive design.
Justification:
* Pizza Bakery is now a gourmet brand thanks to this high-end and unique strategy that
appeals to a quality-conscious consumer base.
Critical Analysis
* Although the idea for product differentiation is sound, adding limited-edition or seasonal
menu items could:
1. Keep customers interested with fresh and intriguing options.
2. Create excitement and promote return business to increase brand awareness and loyalty.
PRICE STRATEGY
- Premium Pricing:
* Prices are set higher than those of other pizzerias in order to further establish Pizza Bakery
as a premium and unique brand.
* reflects the use of high-quality ingredients, artisanal culinary techniques, and wood-fired
cooking.
- Value for the Money:
* The distinctive flavours, high-quality ingredients, and overall experiential value provided
by the setting and service all support the price.
* appeals to those that value quality above price.
- Occasionally Made Offers:
* offers discounts or package offers on holidays or other special occasions to draw in budget-
conscious clients.
* keeps the premium brand image while guaranteeing short-term affordability.
Justification:
* Pizza Bakery's premium pricing approach, which targets clients ready to spend more for a
superior eating experience, fits in well with its upscale image.
* With the flexibility that occasional offers allow, the brand can reach a larger audience
without sacrificing its uniqueness.
Critical evaluation:
* Although premium price may limit appeal to a wider readership, it effectively targets a
niche, quality-conscious group.
* Tiered pricing for particular menu items (such as simpler pizzas or lesser portions) could:
1. Draw in clients on a tight budget.
2. Boost foot traffic and broaden the clientele while maintaining the high-end reputation of
the brand.
3. Strike a balance between high-end positioning and accessibility by allowing flexibility
without sacrificing exclusivity.
PLACE STRATEGY
- Strategic location:
* Located on Church Street, a busy neighbourhood renowned for its thriving entertainment
and food scenes.
* draws a lot of young professionals, foodies, and visitors, who are Pizza Bakery's main
target market.
- Internet Presence:
* Join together with well-known meal delivery services like Zomato and Swiggy to cater to
clients who would rather eat in.
* expands the customer base beyond actual restaurants by taking use of the expanding online
meal delivery business.
- The atmosphere:
* The restaurant is a well-liked option for dine-in experiences because of its stylish interior
design and welcoming atmosphere.
* enhances the attractiveness of the brand overall by fusing high-quality meals with an
experiential value.
Justification:
* The target market will have simple access and strong visibility because to the Church Street
location.
* For individuals who are unable to attend in person, online delivery services offer a handy
dining choice, increasing the clientele.
Critical Analysis:
* Even though the existing place strategy works, market presence could be further improved
by branching out to other areas with high demand.
* In urban and suburban areas, opening smaller, delivery-focused stores could:
1. Boost market share.
2. Serve a rising market of consumers who value convenience.
3. Allow for scalability while keeping the client experience and quality in mind.
PROMOTION STRATEGY
- Marketing on Social Media:
* active on social media sites like Facebook and Instagram to interact with clients.
* emphasises ongoing promotions, client endorsements, and excellent culinary photography
to keep a visually appealing online presence.
- Marketing through Influencers:
* works along with regional food bloggers and influencers to increase brand recognition.
* uses the influencers' following to build reputation and draw in new clients.
- Word-of-mouth
* Outstanding food quality and service promote natural referrals, which are a key factor in
building brand loyalty and trust.
- Seasonal campaigns:
* gives discounts or introduces themed meals for holidays and other special events.
* creates excitement among both new and returning clients and encourages return visits.
- Marketing for Events:
* plans events such as live music evenings and pizza-making classes.
* creates a feeling of community and improves consumer interaction by creating
unforgettable experiences.
Justification
* A powerful brand identity is created by combining digital and experiential marketing.
* Interactive marketing campaigns increase engagement and cultivate client loyalty.
Critical Evaluation
* Even though the existing tactics work, implementing loyalty programs (such as reward
points or special discounts) could encourage return business.
* Digital platforms that provide tailored offers based on preferences or past purchases may:
1. Improve client retention.
2. Personalised experiences boost loyalty and happiness.
3. Maintain a high level of engagement while increasing long-term profitability.
Success of the Strategy: Critical Evaluation of Pizza Bakery
STRENGTHS
* Offerings of Unique Products:
1. The brand stands out for its premium wood-fired pizzas made with fresh ingredients and
distinctive flavours.
2. The eating experience is improved by complimentary menu items and customisation
choices.
* Prime location:
1. A target audience of young professionals and visitors is drawn to Church Street because to
its lively atmosphere and strong foot traffic.
* Collaborations with Influencers and Digital Presence:
1. Partnerships with regional influencers and active social media participation boost brand
awareness and draw in tech-savvy consumers.
WEAKNESSES
* Premium pricing:
1. May exclude clients on a tight budget and restrict accessibility to a specific demographic.
* Limited Expansion:
1. In a competitive market, the concentration of current operations in one area may limit
growth.
OPPORTUNITIES
* Geographic Expansion:
1. Reach and income could be raised by extending to additional Bengaluru neighbourhoods
with high demand or adjacent cities.
* Customer Retention:
1. Dedicated mobile apps or loyalty programs may improve ties with current clients.
* Diversification:
1. Offering menu items that are seasonal, fusion, or health-conscious could draw in more
customers and maintain interest.
THREATS
* Competition:
1. Having to contend with competing fast-casual and gourmet pizza brands in the same
market.
* Economic Downturns:
1. When consumer spending declines, a strong reliance on premium pricing may present
difficulties.
BUYER PERSONA
Cultural Aspects: Patrons of Pizza Bakery appreciate a blend of classic and contemporary
flavors. In keeping with cultural preferences for celebration and family time, around 35% of
visitors come for special occasions, such as birthdays and anniversaries.
Social Factors With 30% of visitors coming for social events, social influence is important.
The significance of community and online presence is underscored by peer referrals and the
fact that **50% of people found Pizza Bakery via social media. New visitors are brought in
by reviews and shares on social media sites like Instagram.
Psychological Factors: 40% of customers are influenced by positive reviews, and **25% are
driven by discounts. Because of the excellent food and atmosphere, many view Pizza Bakery
as a place for special dining experiences. Additionally, loyalty plans and exclusive deals
boost their credibility and promote return business.
Personal Elements :Customers are mostly in the 20–40 age range, and **45% make between
₹25,000 and ₹50,000 a month. They choose inexpensive yet high-quality meals, spending
**₹500 to₹1500 each visit on average. These people are outgoing, appreciate a pleasant
atmosphere, and look for a balance between price and quality.
Key Insights Reviews and promotions have a psychological, sociological, and cultural impact
on Pizza Bakery's patrons. They are perfect candidates for social media engagement and
loyalty rewards because of their buying patterns and personal preferences.
CONCLUSION
Church Street's Pizza Bakery successfully serves a discriminating clientele by fusing
inventive, premium food with a lively eating atmosphere. Tiered pricing and loyalty programs
could help its premium pricing strategy, which positions it as an upscale brand, draw in more
customers. The restaurant's emphasis on social events, influencer partnerships, and robust
social media presence are essential for increasing brand recognition and cultivating
patronage. Growth could be further stimulated by changing the menu with seasonal or health-
conscious options and by regionally expanding. Long-term success and retention can be
guaranteed by Pizza Bakery through improved community involvement and tailored
marketing.
