Idea Generation:

Focus Groups were used as the technique for the idea

generation process.
Pain points of the customers were used as the reference point
for the process with ideas being generated to address or
eliminate these pain points.
Idea 1:
Increase the nutritious value of the pizza.
Pain Point:
Customers dont find any nutrition value inside the pizza.
Idea 2:
Change the size of the pizza like the shape of the cone.
Pain Points:
Various customers leaves the thick crust of pizza aside,
some working customers not liking the idea of heavy
cheese threads slipping off their mouth which might fall on
their dress, above all, the pizza was not mobile as like
other fast food items.
Idea 3:
Reduce the size of the pizza with increased stuffing.
Pain Pont:
Customers dont like the empty thick crust of white flour at
the end of the pizza and hence leaves aside.

Idea Screening

Using Idea Screening matrix, we assign the overall probability of success score for
each idea.

Idea 1: Increase the nutritious value of the pizza

Weig
Factors
ht
Rating
Total
Marketing
50
Potential Market Size
15
5
75
Access to suitable
Distribution Channels
10
5
50
Pricing Strategy
10
5
50
Promotion Methods
15
5
75
Finance
20
Capital Investment
5
3
15
Working Capital
5
5
25
ROI
5
3
15
Operation
20
Compatibility with
existing Product line
10
5
50
Availability of
Expertise
5
4
20
Availability of Raw
Material
4
5
20
Production Time
10
5
50
Human Resource
10
Employee Skills
5
4
20
Training
0
1
0
Total
465
Idea 2: Change the size of the pizza like the shape of the cone.
Weig
Factors
ht
Rating
Total
Marketing
50
Potential Market Size
15
4
60
Access to suitable
Distribution Channels
10
5
50
Pricing Strategy
10
4
40
Promotion Methods
15
5
75
Finance
20
Capital Investment
10
4
40
Working Capital
5
4
20
ROI
5
4
20
Operation
20

Compatibility with
existing Product line
10
5
50
Availability of Expertise
5
4
20
Availability of Raw
Material
0
4
0
Production Time
20
5
100
Human Resource
10
Employee Skills
10
5
50
Training
10
4
40
Total
565
Idea 3: Reduce the size of the pizza with increased stuffing
Weig
Factors
ht
Rating
Total
Marketing
50
Potential Market Size
15
5
75
Access to suitable
Distribution Channels
10
4
40
Pricing Strategy
10
5
50
Promotion Methods
15
5
75
Finance
20
Capital Investment
5
3
15
Working Capital
5
4
20
ROI
5
3
15
Operation
20
Compatibility with
existing Product line
10
3
30
Availability of Expertise
5
3
15
Availability of Raw
Material
10
5
50
Production Time
10
5
50
Human Resource
10
Employee Skills
3
3
9
Training
0
2
0
Total
444

Idea 2 i.e. Change the size of the pizza like the shape of the
cone, got the highest overall score. So we will move ahead with
this idea of changing the size of the cone.

Concept Development

My product idea is to make pizza mobile and to further enhance this

innovation I delimitated key points by keeping consumers in mind. The
intention was to formulate a shape that is easy to handle, nutrient
ingredients, convenience, equally good taste, comparative price,
covering diversified taste buds, covering the whole family therefore
coming with respective sizes and above all some thing which anyone
can use while doing anything.
TAGLINE- Everything is mobilewhy cant pizza be? Its a Pizza in an innovative and
brilliant way

Concept Testing
In order to seek reaction of our consumers I disseminated sheets of
papers to the students of IIM Raipur with different age brackets scripted
on which were some questions and followed by the look of the pizza.
1. Do you like the concept of a mobile pizza where you can have it ON
THE GO?
Yes( ) No( )
2. Do you believe that the pizza can be conical?
Yes( ) No( )
3. Do you believe that a pizza can give any nutrition value?
Yes ( ) No( )
4. What further toppings would you like to have on your pizza?
5. In case of hurry, would you go for cone pizza to quench your
hunger? Yes( ) No( )
6. Would you like to taste such pizza?
Definitely( ) Probably( ) Probably not( ) Definitely not( )
The answers helped us to decide which concept really has the strongest
appeal and are particularly liked by potential buyers. Feedback
suggested to add some nutrition value into the pizza.

Market Strategies
SWOT ANALYSIS
STRENGTH

WEAKNESSES

In Raipur we have a huge number Not established brand name

of

pizza

lovers,

Huge

market

No established distribution
channels

potential
Easy and attractive
Unmatched Look and Taste
Large risks as it targets office
It can be consumed anytime,
workers and students mostly
anywhere, and not necessarily at
the restaurant
Affordable price
New to the market

OPPORTUNITY

Quality

Food

Not

Available

Office & Various Institutions

Many people are health

conscious and hence they would
not go for such a product which
has excessive use of cheese and
other cholesterol oriented
products

THREATS

at Ease of technology being copied

by competitors

Changing Customer Preferences

Entry of new competitors in the

market

Low Labor Cost and Training cost

Target different customers of
variable age groups with different
product sizes

Customers may not like the

shape of the product

MARKET SEGMENTATION
Geographic
City: North and Central India
Demographic:
Age: 14 years and above.
Gender: Male and female both.
Income: earning above INR 20000 P.M.
Occupation: Students, Working Class
Psychographic:
Socio-economic: Upper-middle, Lower middle.
Life-style: Workaholic, Preoccupied Students
Behavioral:
Benefits: Quality, Taste, Price, and Mobility
MARKET TARGETING
Pizza cone is one of the most innovative products. This product
is basically created for office workers, university students, kids
and generally for those people who dont have dine in time so
they can carry it easily on their way.
MARKET POSITIONING
Cone Pizza is produced for people who engage in various roles
of life. It offers to the best; the simplicity and a lush way to
wind up hunger through its easy-to-handle shaped fully nutrient
cone. The exterior dough does not get any hotter than a freshly
baked pizza crust, and is served in a heatproof sleeve similar to
ones used to hold the coffee cup. The point of difference that
differentiates cone pizza from other pizzas in the same market
is uniqueness is in its shape which makes it mobile.

Marketing Mix:
Product:

Cone pizza is a new to the market that will give a make pizza handy to
the customers and give different taste with the exotic varieties of the
cone pizza.
Price:

Cone Pizza is priced at a very affordable price ranging from of 120-350

INR.
Place:

Cone Pizza will also be kept near universities, schools, malls and there
will be outlets providing Cone Pizza to the population working in the
business sector thus our aim is to target these people and to make Cone
Pizza in the reach in every such individual
Promotion:

Cone pizza will be launched with various advertising campaigns. All

mediums of advertisement such as TV, radio, print advertisement,
billboards, etc. will be used to promote the product. There also will be
banners and broachers especially available at all outlets providing all the
information about the flavors and different prices of Cone Pizza that will
be provided to each or every customer or family, which visits the outlet.
This way the company will also be able to retain the customers and
promote Cone Pizza to existing as well as potential customers.

Business Analysis
In this stage we analyzed and estimated the total sales, costs and
profits for two year by taking R&D, manufacturing, marketing and
finance departments expenditure and are presented as below:
Breakeven Analysis:
Year 0
Selling price
Less :Variable cost @ 40%
Contribution
BEP (in Units) = Fixed Cost /
Contribution per unit
BEP (in Units)
BEP (in Rs.) = BEP (in Units)*
Selling Price
BEP (in Rs.) =
Year 1
Selling price
Less :Variable cost @ 40%
Contribution
BEP (in Units) = Fixed Cost /
Contribution per unit
BEP (in Units)
BEP (in Rs.) = BEP (in Units)*
Selling Price
BEP (in Rs.) =

120
72
48
16667
2000000
120
72
48
250000
30000000

Budget Plan:

Sales

Year 1
(Rs)
2000000
0

Year2(Rs.)
30000000

Cost of sales

8000000

12000000

GROSS PROFIT

1200000
0
60,00,00
0
2,00,000

18000000

Distribution costs
Administration
expenses
Other operating
expenses
Other operating
income
PROFIT FROM
OPERATIONS
Finance cost
Profit before taxation
Taxation
PROFIT/LOSS AFTER
TAXATION
Number of units
sold:
At a sales price of:
Break even achieved
in year:

50,000

80,00,000
1,40,000
50,000

3,000,00

2,000,00

5450000

78,10,000

5,05,000
4945000
6,00,000
4345000

4,00,000
74,10,000
6,50,000
6760000

330000
120
YES

380000
135
YES

Market Testing
The Cone Pizza users were observed and questionnaire as done and
results were as follows;
They were very happy and amazed with the taste of the pizza
They were happy about the customer service and different varieties
of the pizza
They also find the pizza very economical
The City Centre was chosen to demonstrate the taste of the cone pizza
and the response was awesome:

Grabbed lots of attention.

They were happy with new shape of the pizza
Buyers were interested in new product
As the innovation feature is of high demand and is of high value so
pricing was done accordingly to leverage the benefits of good
profits

Some of responses were:

That looks cool, never heard of it before sounds yummy too

Am sure it's heading our way soon!
wow, this sounds so special!!
wowO..O ... Now I am hungry its really yummy
Sounds good
Thats something new
I like the concept
I have never seen cone pizza before, it looks delicious

 Now I have something to eat when Ill be in hurry

Commercialization of Cone Pizza:

When to Launch: - We start with our launch of Cone pizza on 9 th March
2016 at National Food Festival to be held in Noida ground. It will give a
huge publicity to my product and also give a very good platform to sell
this concept.
Where to launch: - I will launch this product in metropolitan cities as
they have high number of early adopters. Initially 5 direct sale counters
will be opened and then other tier 2 cities will be targeted.
Whom to target: - As the successful testing of the market we will
continue focusing the business people and youth and yuppies.
How to launch: - There will be TV Commercials, advertising on radio,
magazines, and campaigns emphasizing the point of pizza being now
mobile. The ads would be visible on the billboards everywhere. It would
be a mega launch with stalls everywhere.

Product Development
Design & Flavor
This pizza is in the cone shape. It will be sold in three different flavors
Chicken Cheese Lover, Beef Cheese Lover & Vegetable Cheese Lover.
Cone Pizza is also available in 4 different sizes Small, Medium, Larger &
Family. The Cone Pizza will be served, as the shape of cone inside it will
be filled with cheese and the choice of flavored such as Chicken, Beef &
Vegetable. The crust of the cone will be crispy as compared to the
normal pizzas crust.
Packaging
The Cone Pizza is perished inside a cardboard box with a small circular
hole at the top. A bunched-up napkin underneath the cone completes
the tissue-box effect.
The cones are pulled from a warming box, where they sit in neat rows.it
clearly fulfills the general requirement of eating pizza without having a
headache of dropping any thing from the cone. This clearly will lead you
to enjoy your pizza with a remarkable taste.