mc cain presentation

“it’s simply Better”

Marketing Plan

PIZZATO

Athisya N Asim NGururaj B Jessica AMehtab B Trang B

April 2, 2014 - MARK 1027

Table of content• Introduction

• Marketing Objectives

• Target Market

• Consumer Profile

• Product Strategy

• Price Strategy

• Distribution Strategy

• Promotion Strategy

• Income Statement

• Implementation and Evaluation

• Appendix


Introduction“it’s simply Better”

•McCain is proud to introduce an innovative new

product Pizzato.

• A new concept in the frozen pizza market using the

amazing combination of a crispy gluten-free crust made

of potato slices, and your favorite toppings to provide a

fast, tasty and healthy snack for all times.

•Packaged in small size, Pizzato is perfect for everybody

who wants a tasty and nutritious meal but doesn’t have

time to cook

Marketing Objectives

• To successfully introduce Pizzato to the Canadian market on

September 1st of 2015.

• To reach annual sales goal of $4,320,000 by August 31th of

2016.

• To have awareness among 20% of the target Gluten-Free

market.


Target Market• The frozen pizza market is differentiated – messages usually focus on

families, couples and young people.

• Target market: People aged 20-45 with middle income, who care

about their health and choose gluten-free food over regular food. They

are very cautious of what they put in their body and have a fast pace

day-to-day, making practicality essential when cooking

• Target audience: 20-45, middle income, gluten-free eaters, with a fast

pace lifestyle.


Consumer Profile

• Ashley, 27 years old, married, busy lifestyle, financial manager of a

food company. She tries to fit healthy and gluten-free foods in her

diet as well as her husband's. She shops at the supermarkets

located on her commute to work.


She doesn't really enjoy cooking and

doesn't have much time to do it. The

end of the day she's usually tired so she

buys products that are easy to prepare

and yet nutritious and delicious.

Product Strategy“it’s simply Better”

• Our new product is a small-sized pizza with potato slices crust that will deliver a great Italian taste without any gluten.

• Four 6” pizzas in one box, 208g/ per pizza, 832g/ box, in eco-friendly packaging.

• Ingredients:

• Preparation: 2 minutes in microwave and 16-18 minutes in the oven

Veggie Meat Lovers HawaiianCrust: Potato slicesTopping: Roasted red and yellow peppers, mushrooms, zucchini, garlic and onions, soy oil.Tomato sauces, Mozzarella cheese and goat cheese

Crust: Potato slicesTopping: Pepperoni, cooked seasoned beef, Italian sausage, cooked bacon.Tomato sauces and Mozzarella cheese

Crust: Potato slicesTopping: Pineapple, cooked hamTomato sauces and Mozzarella cheese

• Positioning: To pizza lovers who follow gluten-free diets, McCain’s

Pizzato is the potato crust pizza with variety choices of toppings that

will be able meet all customers’ cravings and deliver a fast and tasty

meal without any gluten.

• Points of Difference:

– Gluten free

– First and only frozen potato pizza in the market

– 3 toppings that fit everyone’s needs

– Small-sized: good for children, single person or have it as a snack

– Eco friendly


Product Strategy

• Brand name: Pizzato

• Rationale:

We chose Pizzato as our brand name because it describes the

product perfectly as it is the combination of Potato and Pizza.

Pizzato is a short name which is fun, easy to remember. It can

provoke the curiosity of people and may motivate them to try

out the product. It also reflects the image of McCain brand as

a whole very well.


Product Strategy

• Packaging Details:

Following the small packages trend,

snacking trend and eco-friendly

trend, four small-sized (6”) pizzas

will be packed in one box, each box

weight 832g, individually wrapped,

environmental friendly materials.


Product Strategy


• McCain is already recognized in the frozen pizza market with

products such as Pizza with Ultrathin crust, Thin crust, rising crust,

deep and delicious and etc.

• Pizzato is a Premium product of McCain as it is designed for the

health conscious, Gluten-free eater, hence it has its own unique

market

• Price of 1 pack of Pizzato which serves for 4 is $7.49 and this will

be sold for the wholesale price of $5.00

Price Strategy


Price Strategy

• Since it is a premium product of McCain we have set the price higher than

our existing pizza products to exhibit its of more better and quality product

• Our product’s price based on the average price of our competitors above

and it is customer oriented hence product price is set relatively high

compared to regular brands but less then premium brands such as Oetker

and Gourmet to generate new sales and to make target leadership.

Product Pricing $ (for quantity which serves 4)

Nestles digirno/Delissio pizza

5.99

Oetker Ristorante 8.25

Gourmet Pizza 8.75

• Key Retailers: Walmart, Loblaw’s, Metro, Sobeys

• Local Wholesalers


Distribution Strategy - Multichannel

• National distribution as dictated by market penetration

strategy.

• There are at least 2 levels of middlemen: wholesalers and

retailers

• STORAGE AND HANDLING: Pizzato comes under Frozen food,

so accordingly product listing will be under cold storage section

• Trade promotions initially will be in the form of coupons and

will be altered after 2 months based on KPI


Distribution Strategy - Intensive

Promotion Strategy“it’s simply Better”


IMC Theme/ Slogan:


• The slogan “It’s simply Better” follows the same concept of the

name Pizzato ( which is the combination of Pizza and Potato). “It’s

simply Better” is the combination of “Simply Potato” (slogan of

McCain’s potato product) and “It’s all good” (slogan of McCain’s

pizza product) but it is pushed to a new level to show that the new

product is not only good but it is actually better in terms of taste

and for health.

• The slogan is simple, straight to the point and powerful.

Promotion Strategy


• Creative brief

– Communication objective: The purpose of this campaign is to position

McCain’s new potato pizza as an innovative product that is fast to prepare,

tasty and healthy.

– Target Audience: People from 20-45 years of age, that care about their

health and choose gluten-free food over regular food

– Main message: Experience the great taste of a potato pizza without any

gluten that they have never seen or tasted before.

– Key benefit: Delicious potato pizza without any gluten

– Support: Pizza using potato crust

– Customer insight: People who want to eat pizza but health – conscious.

Promotion Strategy

Promotion Elements

• The campaign will use the following elements:

₋ Television Advertising

₋ Magazine Advertising

₋ Web page and social media page and online contest

₋ Sales promotion ( free sampling and coupons)

₋ In Store Advertising


TV Message:

• The commercial will focus on the benefit of the product and what

differentiates it from the competition targeting people who eat

gluten-free.

• Will be used for 4 weeks.

• Selected channels:

• City TV

• Food Network

• CBC


Promotion – Advertising

Promotion - Advertising

Magazine Advertising:

The product will be advertised on a full page of 2 editions of Best

Heath Magazine and 1 edition of Canadian Living. As well as online

adds on their online editions.


Online Presence:

• Additional page on McCain’s website: to promote new product

emphasizing the gluten-free benefit including its nutritional

information and the practical quality of the product.

• Contest: Encourage people to try and write about the product on

McCain’s official website and get the chance to win 1000$ ( during 3

months)



Social Media

• McCain’s Facebook and Twitter will be

used to advertise using promotional

videos, images and the online contest.

• This will allow consumers to interact

with the brand and get feedback on

the product and direct them to the

product's webpage.



Sales Promotion

• Free Samplings on stores for 4 weeks (Walmart, Loblaws, Metro,

Sobeys). The samples will be handled in four major cities: Toronto,

Montreal, Ottawa and Vancouver.

• Coupons: will be handed out with the samples and will be valid for 2

months.

In Store Advertising

• To get customers attention, posters will be placed on the stores.



Promotion Budget


TV Advertising 1,050,000$ Magazine Advertising 140,000$ Website 5,000$ Social Media -$ Online Contest 15,000$ Sampling 271,875$ Coupons 337,050$ In Store Advertising 8,000$

Marketing Expenses 1,826,925$

Promo Budget Allocation


Sales Revenues (units X Selling price/unit) 6,471,360$

Sales Revenues (units X manufacturing Selling price/unit) 4,320,000$ Cost of Goods Sold 2,160,000$

Gross Margin 2,160,000$

Fixed CostsMarketing expenses 1,826,925$

Total Fixed Costs 1,826,925$

Profit 333,075$

Income Statement for 12 months

Income Statement


Number of people eating gluten free in Canada: 9,000,000

20% would be interested in buying our pizza: 1,800,000

40% would see the campaings 720,000

40% of the stores would have the product 288,000

They would buy around 3 boxes /year

Units sold in a year 864,000

Cost will be 2.5 dollars

Production Cost 2,160,000$

Whosale Price will be 5 dollars (Face Price $7.49)

Revenue 4,320,000$

Rationale for Sales Estimate


Implementation


Evaluation of Marketing Effectiveness

To ensure release of product on September 1st 2015:

• Constantly monitor social media sites for adoption rates from

target market monthly

• Review sales monthly

• Monitor income statement monthly to ensure effectiveness of

advertising.

• Use data from retail partners to evaluate distribution levels


APPENDIX


Veggie Meat Lovers Hawaiian

Nutrition Facts


Ads


Coupon


Online Contest


Promotion

Prime time TV

Fixed Cost 250,000$

First months (4 weeks) - $200,000/week 800,000$

TV Advertising 1,050,000$

Magazine Adds (print and online)

Creative cost 50,000$

Best Heath (2x) 40,000$

Canadian Living (1x) 50,000$

Magazine Advertising 140,000$

Website 5,000$

Social Media -$ Online Contest 15,000$ Free sampling (300000 samples = 37 500 packages of pizza)

37500total cost of samples 196,875$ In store sampling 75,000$

Sampling 271,875$

Coupons (will be handled with the samples)- 15% redeemed 337,050$ Poster on freezer 8,000$ In Store Advertising 8,000$

Marketing Expenses 1,826,925$

IMC Budget

Marketing Expenses

mc cain presentation

Marketing

gluten free

target glutenfree market

potato crust pizza

better product strategy

potato slices crust

frozen pizza market

crispy glutenfree crust

frozen potato pizza