zia pizza imc plan

Zia Pizza Company

Executive Summary

•  This entire IMC plan has been framed and constructed around the idea of creating awareness and introducing a new dining option for families and college students.

•  The IMC plan provides Zia Pizza Company (ZP) with valuable information that will facilitate with communication with potential consumers.

Zia Pizza Company

•  Zia Pizza Company was founded in 2014 and has worked to provide quicker pizza delivery to the East Mesa area.

•  In 2015, they opened a second location on Solano Dr. to serve the University area.

•  There are currently two locations open in Las Cruces:

•  Lohman Ave. •  S. Solano Dr.

Competition

Dion’s •  Serves the East Mesa area •  Strong reputation among families and

students •  Very customer service oriented Roadrunner Pizza •  Serves University area •  Delivery options available NYP Slice House •  Serves East Mesa and University areas

Consumer Summary

•  Primary Target: Ages 25-45, who have families with children and desire a comfortable, family-oriented environment for dine-in or delivery pizza

•  Secondary Target: Ages 18-25, students and young adults, who are looking for a delivery, take-out, or dine-in service for pizza and other food items, close to the NMSU campus and within a student budget

SWOT Analysis STRENGTHS

•  Traditional brick-oven pizza in a small market

•  Delivery (no minimum order or distance limit)

•  Large variety on menu (not just pizza)

WEAKNESSES •  Low awareness •  High competition with

well-established businesses at both locations

OPPORTUNITIES •  Social media coupons/

deals/competitions •  Aggie Dining Dollars •  Finals Week/Student

Specials

THREATS •  Heavy competition •  Location (nearby main

competitors) •  Other restaurants that

accept Aggie Dining Dollars

Problems

1. Lack of Clear Positioning –  No promotions

2. Heavy Competition in Las Cruces

Solution

Create a clear, concise IMC campaign to build a better perception of Zia Pizza Company.

Recommended Positioning

•  Traditional Brick-Oven Pizza – Zia Pizza pizza’s has more flavor

because it is cooked in a traditional brick-oven unlike main competitors

Recommended Slogan

“Cra%ingthe

Tradi/on”

OwnerPhilosophy:Respectthe

Cra5

Tradi8onal,authen8cbrick-oven

pizza

2016 Zia Pizza Company IMC

Branding/RaisingAwareness

Accessibility BuildingRela8onships

Advertising Strategy

Recommended Logo

Recommended Logo

Print Ads

•  “DidYouKnow?”Campaign– Educateconsumers:

•  AboutZP,dough,brick-ovens,pizza,delivery

•  “Defini8ons”Campaign– WhyZPisbeOerthancompe8tors

•  Tradi8onal,authen8c,cra5

Did You Know

Did You Know

Did You Know

Did You Know

Definitions

Definitions

Definitions

Family Flyer

Student Flyer

Website

hOp://ziapizzaco.wix.com/ziapizzaco

Questions?

Thank You!