Intergrated Marketing Plan for Home Run Inn Pizza

Executive Summary The America arctic pizza pie pie pie food mart is the largest in the world the US pizza mart represents 43% of the global trade. The magnitude of this market therefore, increases the Americans a federal agencygo on icy and fresh pizza to abtaboo $39. 8 billion severally year. It was save confirmed finished the Tyson Foods presentation at the subject field pizza congregation that 33% of Americans consume glacial pizza at least erst in all(prenominal) two weeks.There is no doubt that the busy schedules and the change magnitude demands in the modern day American family life has contributed to the huge spending in the polar pizza category. The understanding of the polar pizza market by the competitors make headway increases the competitive obsession among the players in the market. These major sends atomic identification number 18 both spending a lot on promotional tends so as to stay at the top of the competition. The top ten name at botto m the icy pizza category atomic number 18 Digiorno, Freschetta, Tonys, Red Baron, Tombst ane, beigel Bites, Totinos, California kitchen, Stouffers and Mystic pizza pie.Despite its very large history, good encase approach and been the scratch number peerless frozen pizza, internal tie youth hostel pizza has not fully succeeded in reaching out to its scratch audience the same way its competitors use up, therefore, menage gestate inn pizza pie does not make it to the top ten amongst its competitors indoors the frozen pizza category. Our aim in this paper is to provide a schoolwide parley plan for habitation hunt youth hostel pizza in other to anticipate its current market situation and provide an selection campaign plan that go forth advance the awargonness and recognition of the tick off, nucleotide pass along society Pizza among its target audience.Brand Background post electric discharge society Pizza is the cabbage number one frozen pizza. The com memorate was started in West Side Chicago Bar, in the late 1940s-In the home base of Vincent and Mary Grittani. chip off Perino joined his mother-in-law, Mary, to cr depletee the famous dwelling house flow hunting lodge pizza after he returned from the World War II and the task of taking c atomic number 18 of his family became a prevailing issue. Mary Grittani on the other hand, was looking for a way to fill the vacuum created by the demise of her husband-Vincent Grittani.Having coif together as a family driven by necessity, they developed the recipes for their pizza and began making pizza together in the substructure harmonise social club Kitchen tavern and served the pizza as a way of encouraging their customers to patronize their drink. As a result of the success achieved piece of music their pizza was been served for luring purpose, they seized the opportunity to launch into full time pizza production. While the demand for their pizza was growing bigger in the 50s, Nic k started the frozen pizza approach in other to pertain the change magnitude demands from the local tidy sum and those who lived far away (www. homeruninnpizza. om/our-story). floor tramp lodge has over eight pizzerias operating in Chicago land and sells frozen pizza in more than twenty states in the United States. These locations atomic number 18 strategicalally located to meet the increase in demands of the pizza market. The name- dwelling extend guild Prior to the involvement of Nick Perrino, the name crime syndicate figure out inn has been in existence since 1923. The name came into being with an unexpected accompanying that happened while a baseball game was been compete in the neighborhood. One of the balls that were thr profess accidentally landed on the search window of Mary and Vincent Gritannis newly acquired Tavern, thereby hattered the window. This unexpected incident gave birth to the name popularly known today as mob authorise hostelry. Market Ana lysis As forward mentioned, the frozen pizza industry is a multi-billion dollars worth industry and each competitor within this market is striving to stay on top so as to have the major shargon of the category among its target group. Despite the extremely competitive nature of the frozen pizza market, al-Qaida conduce club Pizza has 22. 4% of the market share with Digiorno pizza having the largest share of the category. In 2009, office streamlet hostel sales through the conventional foodstuff store were reported to be $46. million. business firm Run Inn may not be among the top 10 leading pizzas on the national level but the injury still maintain its number one position within its Chicago hereditary pattern. In other to further its market strength Home Run Inn will lease to sp larn its market participation beyond Chicago land. Though, Home Run Inn sells pizza in other States like Denver, Colorado and plan to indeterminate more pizzerias to compete within the market. L ogo/packaging Home Run In has a unique logo that makes it easily recognizable among its competitors. This singularity contributes confirmingly to the grade recognition nd awareness of Home Run Inn pizza in the market place. In other to meet up with the competitive demands, Home Run Inn pizza comes in different packages and styles. The smaller size of the Home Run Inn is knowing for the people on the-go, who will like to have pizza during give out hours. Home Run Inn styles are part of its attributes. These are Home Run Inn Classic discontinue, signature tune, and Ultra thin. Home Run Inn Classic Cheese- Classic Cheese Recipe was perfected in 1947, its all * All natural, no preservative, 0g trans naughty per serving Available sizes * 6 inch (7. oz) microwaveable, 10 inch (18. 5 oz), 12 inch (27. oz), 2-pack (54 oz) Ingredients bitterness wheat flour, water, corn oil, yeast, salt Mozzarella cheese Pasteurized part-skim milk, cheese cultures, salt, enzymes act Tomato puree, w ater, oregano, salt, black pepper Home Run Inn Signature Its * All natural, No preservative, 0g trans fat per serving Available size 12 inch (31 oz. ) Ingredients Crust Wheat flour, water, corn oil, yeast, salt Mozzarella cheese Pasteurized part-skim milk, cheese cultures, salt, enzymes Sauce Tomato puree, water, oregano, salt, black pepperSausage Pork, salt, spices, flavoring, Mushrooms Home Run Inn Ultra Thin crust Classic pizza dough, stretched out thin for a cracker-thin, crispy crust. Its All natural, No preservative, 0g Trans fat Available sizes * 6 inch (4 oz) microwaveable and 12 inch (16. 5 oz. ) Consumer acumen Home Run Inn started as a family business with a rich background consumers having this knowledge tell their stories in various ways regarding their past and present blood with the make. We understand that consumers annot have same relationship with our product on the same level, while nighwhat have positive fix with our punctuate and are willing to buy again some are on the negative side while commenting on their experience with the brand Home Run Inn Pizza. Since our objective here is to raise our brand, using research instrument such as focus group will further allow us to get the opinions of the consumers. The information acquired through the opinion of the focus group would be used toward rebranding and updating our brand in the market place. The competitionHome Run Inn competes within the frozen pizza category. The competitors with the Home Run Inn include the direct and the indirect competitors, who are both present to share the market with Home Run Inn Pizza. The direct competitors or the primary competitors are those within the same frozen pizza category with Home Run Inn these include the toffee-nosed label brands and those groups that sell pizza through delivery via ordering online or eat-in. While the indirect competitors are the restaurants who do not sell pizza but their foods can be an alternative consumption for the pi zza consumers market.These competitors are group under the following Brand-HRI Competitors/category Direct- frozen Indirect-as alternatives Category-frozen Digiorno, Freschetta, Tonys, Red Baron, Tomstone, bagel Bites, Totinos , California, Stouffers, Mystic Pizza, Sams Club, Take and Bake, Ginos East, Palermos, Newmans own and all private label pizza. Subway, McDonalds, Kentucky fried Chicken, Chipotle, Bueno beef, Popeyes, Olive garden, PF Changs, Red lobster, Chinese buffets, Dennys and all the local restaurants. Unfrozen-DirectDominos, Pizza hut, Mystic Pizza, Papa Jones, Rosatis, Giordano, Chicago pizza, treasure Jones and all the pizza delivery restaurants. The brand image of Home Run Inn The perception of the consumers toward Home Run Inn is that of a family psyche who is caring, welcoming and willing to offer immediate solution to the wants of its consumers. We hope to further build on this image in this campaign. The brand value of Home Run Inn The brand value of Hom e Run Inn lies in its rich history-The consumers still ttach so much to the traditional heritage of the brand which places the brand as the Chicago number one among its audience. Home Run Inn brand Personality Home Run Inn is caring. We hope to use this personality to appeal to our target audience in our campaign for Home run Inn. Home Run Inn brand voice Home Run Inn frozen pizza brand voice sounds affectionate and persuasive to its consumers. The voice recognizes the busy nature of habitual life and its calling persuasively and tenderly, that it can financial aid to reduce that load of cooking after a busy day. What makes Home Run Inn Different?According to the Chicago Tribune, Home Run Inn Pizza is noted for its very distinctive crusty pizza and making its own sausage for its pizza. Home Run Inn SWOT Analysis vividness weakness * It has a rich history * Its number one frozen pizza brand in Chicago * It operates pizzerias where family can click and buy pizza * Its easy to pre pare * It has potential for proceeds * According to some consumers in Indiana it is very difficult to run into Home Run Inn pizza to buy in Indiana. * short-staffed brand awareness * No major TV Ads * More cerebrate on Chicago marketOpportunity Threat * The frozen pizza market is big therefore, Home Run Inn can publication advantage of the market * Opportunity to benefit from the huge amount washed-out by the consumers yearly * Home Run Inn can come up with new product, this can increase their market share * The forged competition from the direct and the indirect competitors is the major treat * The private labels whose products are cheaper pose serious threat to the existence of Home Run in the market * The local restaurants provide an alternative choice for consumers. Communication objectiveOur communication objective for Home Run Inn pizza is to increase the brand awareness and recognition among the target audience. Marketing Objective While the marketing objective for Home Run Inn is to increase sales of the brand by generating trial among the would-be consumers. Through our gorilla marketing we would abet our target group to taste our newly branded Home Run Inn. Home Run Inn Target Audience Home Run Inn key target audience is mammy with kids from age 3-12. She has a busy schedule she is concerned about nutrition her family right within her daily routine.She is the decision maker at home when it comes to what the family eats and she loves her family to respect freshly baked, healthy and well prepared pizza within the relaxation of her home. Therefore, she is considering healthy and none-time consuming pizza that will bring satisfaction to her family unraveling experience. Home Run Inn brand position Home Run Inn is family oriented therefore, our brand is strategically positioned among mums with kids who have busy lives and are concerned with the well-being of their family. Creative brief for Home Run Inn Pizza 1.What is the opportunity and/o r Problem the announce must address? Home Run Inn though is referred to as Chicago number one yet the brand is not well known among some pizza enthusiast as a result they fag outt consider buying the brand. Even those who claimed to know the brand still dont buy. They would rather buy brand like Digiorno because it has ongoing ad which easily brings the brand to memory when they see it on display in the stores. We want to address this problem of lack of awareness through our advertising and make our target market to be informed and aware of our brand. . What do we want people to do as a result of the publicizing? As a result of our advertisement we want consumers to consider Home Run Inn Pizza first when they think of buying frozen pizza. 3. Who are we talking to? Mums with kids between ages 3-12 We are talking to ups and doing mums with kids, who like to feed their family rights despite their busy schedules. They are health conscious they love to eat good pizza with their fami ly within the comfort of their homes. 4. Whats the key response that we want?We want our target audience to feel that Home Run Inn pizza is the right food for them because it is healthy. 5. What information/attributes might help produce this response? Information such as our brand rich history and the availability of different styles that may meet the desired need of our target market. 6. What feeling of brand personality should the advertising express? The aspect of brand personality that the advertising should express should be the friendly, approachable and tested aspect of our brand. 7. Are there media or budget consideration? Yes, there are media considerations.We hope to use social media marketing tools to engage our target market. We will embark on guerilla campaign and the traditional TV ads. Since, our target audience is mum with kids, we would use print media advertising campaign that will directly appeal to mums plight. Our print advertisement will use both the billboa rds and the magazines channel. 8. This could be helpful * The name Home Run Inn was given to the pizza through an accidental land of base ball on the founders tavern * Home Run Inn was founded in Chicago * Its a family owned businessOur CTB statement for Home Run Inn Convince mum with kids that Home Run Inn is the best pizza in the market because is healthy and easy to prepare. PR/Promotion for Home Run Inn Pizza Theme when pizza matters PR Home Run Inn will leverage partnership with the Boys scout of Chicago during its 3rd one-year Scout wickedness with the Chicago Fire Soccer Club. During the wickedness out event, Home Run Inn will supply put out pizza to the first 200 attender of the event while every other attendee after the first 200 will have the opportunity of receiving Home Run Inn coupons. PROMOWe will have promotional slogan for Home Run Inn Pizza during the eventBecause we keeping Our plan for the promotion is to encourage people to donate 10 cents for each box of H ome Run Inn pizza they purchase the proceed will be given towards providing support for the Chicago fire soccer club. We hope to achieve this plan by asking consumers to buy Home Run Inn Pizza four times and get the fifth one free, provided they show proof of purchase. Spider Chart xxx pickup campaign Ad 1 xxx (Woman thinking) Whenever I think of HomeI think of youHome Run Inn Pizza, feeding do easy Ad 2 xxx (Tired woman)No matter how tired I amHome Run Inn has the magicHome Run Innwe feed right Direct/Internet marketing * Mailing- Home Run Inn coupons will be mailed out to the homes of those people we know buy our product. The inscription on our envelope will readbecause we care We will also mail invitations to them concerning The Chicago Boys Scout Night out. We will encourage them to come and be part of the event as free pizza will be served to the first 200 attendee of the event. * Email- Email will also be sent out regarding the Chicago Boys Scout Night Out event.The subject of our electronic mail also will be because we careWe will inform our target in the email that they can bring members of their family to the event since we are family focused brand freehanded pizza for the first 200 people Rationale Home Run Inn target audience is mum with kids having this background knowledge influences our strategic approach towards rebranding our product among the target audience. While strengthening the brand among the earlier mentioned target audience, we do believe that new market will be gained that will eventually lead to an increase in patronage of our brand in the market lace. References 1. Our Story Retrieved on 08/07/2012, from http//www. homeruninnpizza. com/our-story/history-a 2. Home Run Inn Pizza scores in retail arena with frozen nook Retrieved on 08/07/2012, from http//www. findarticles. com/p/articles/mi_m3190/is_n12_v28/ai_14919920/ 3. Home Run Inn extends Chicago in frozen pizza sales Retrieved on 08/08/2012, from http//www. mediapost. com/ publications/article/121542/home-run-inn-tops-chicago-market-in-frozen-pizza-s. hypertext markup language 4. Consumers Reports put frozen pizza to the test Retrieved on 08/08/2012, from http//www. pizzamarketplace. om/article/178146/Consumer-Reports-puts-frozen-pizza-to-the-test 5. Pizza Quest, Home Run Inn and Palermos Enterprise builders. Retrieved on 08/09/2012, from http//jimbaker. wordpress. com/2010/02/01/pizzaquest/ 6. rooted(p) Pizza Which Taste Best? Retrieved on 08/09/2012, from http//www. goodhousekeeping. com/product-reviews/food/food-products/frozen-pizza 7. Frozen pizza Hits a growth Bump Retrieved on 08/09/2012, from http//www. supermarketguru. com/index. cfm/go/sg. viewarticle/articled/2120 8. Top 10 frozen pizzas Retrieved on 08/09/2012, from, http//www. dailypress. com/news/dp-toptenlist. o14,0,3664087. story