Cottage inn pizza marketing plan final
- 1. COTTAGE INN PIZZA DIGITAL MKTING PLAN GUO GUO A44125394
- 2. COTTAGE INN GOURMET PIZZA • Family-owned business started from 1948 • Originated from Ann Arbor, Michigan • Provide varied choices of Italian & Greek dishes and pizzas • Carryout and deliver services have been available since 1975
- 3. SWOT ANALYSIS Strength: Weakness: Long brand history A little expensive than competitors Well-known in Michigan, Indiana Unsatisfying online marketing and Wisconsin areas activities A variety of food choices Fewer stores compared to other Gourmet pizza pizza brands Customization Opportunity: Threat: More and more people eating Fierce competition outside Product homogeneity The Internet and mobile phones Many substitutes facilitate online orders Health concerns
- 4. CURRENT MARKETING EFFORTS • Direct mails • Local TV commercials • Cottage Inn on Facebook • The fan page was created on Jan 20, 2011 • 5,332 “likes” • Updates status every 2-3 days • Cottage Inn on Twitter • The twitter account was built on May 19, 2009 • 120 tweets and 539 followers till March, 2012
- 5. NEW DIGITAL MKTING PLAN • Target • College students • No time or places for cooking • Primary users of the Internet • Active on social media • Like parties and fast food • Goal • Increase out-of-store orders • Channels • YouTube • Google AdWords • Mobile Apps
- 6. YOUTUBE • Cottage Inn YouTube Brand Channel • Content • Commercials • Entertainment • Pizza Room • Keep Fit • Budget • YouTube brand channel is free • The cost for hiring a new social media specialist probably is $50,000 - $60,000 • Metrics of success • the number of subscribers, viewers, likes, video shares and comments
- 7. GOOGLE ADWORDS • Geographical target • Michigan, Indiana and Wisconsin areas • Time • 6 months • Ads will be scheduled appearing from 11am to 4am • Keywords • “hot pizza”, “pizza delivery”, “pizza party”, “fresh pizza”, “Italian pizza”, “gourmet pizza” etc. • negative keywords are “pizza fat”, “pizza calories”, “pizza carbohydrates” etc. • Average Max CPC for per keyword will be $2.85, display network bid will be $2.5
- 8. • Display • ads will run both on “search” and “display network”. • Metrics of success • ads clicks • ads impressions • ads click through rates • the traffics of cottage inn online official website • the number of deliveries • return on inverstment
- 9. MOBILE APPS • Cottage Inn Mobile App • Operating Platform • iPhone • Content • food menu • digital coupons • pre-order and check out on mobile phones • nutrition facts • Budget • $6,500 - $8,000 • the average cost for making an app is $6,453 • The cost for small iPhone apps will be $3,000 to $8,000 • Metrics of success • Downloads of the app • The number of orders through mobile phones
- 10. Thank You!