The Italian

Challenge #5
Deineka Yuliia
m301981
Which of the four strategic options suggested
would be the most effective in competing in this
market?
Strategy C.

We should use our italian atmosphere to create positioning and our

communication polythics. But on the other hand we need to stand out of range of
other traditional italian restaurants.

That strategy lets us work with wiser segment of clients on a local market.

General segment: urban city, average level of income, single/families

 The Italian would offer italian dishes like pizza, pasta, lasagna,
salads and traditional italian desserts made fast and keeps quality like
classic restaurant.

The restaurant will have family friendly italian atmosphere.

We'll have a wide range of special offers and menus, sell pizza in
slices and whole ones.
Positioning map
Segments
Name of
the Families Students Lunch eaters “To go-ers”
segment

With kids,
Buys menus,
attending at 11 Buys the same
Saves money, uses coupons,
Descripti a.m. - 4 p. m., dishes, 12 a.m. - 2
attending at all day long,
on buys menus, p. m., avg. level of
afternoon, night avg. level of
trying not to prices
prices
spend a lot
Marketing mix
Component Families
Kids menus, pizza, desserts
Product
Family menus with coupons, offer
Price more coffee and drinks
More for less price
Light restaurant rooms with italian
decs, light music, aroma marketing,
Place terraces, uses big tables, don`t
need wifi
TV, coupon aggregators, social
media paid ads
Promotion Family friendly atmosphere
communication
Orders like in McDonalds,
preparation of the order 5-7 mins to
Process avoid lines, activity for kids,
playgrounds, toys/balloons
Workers in the same uniforms, calls
customers “fallows”, asking if
People “fallow” needs something more
Branded plates and napkins, music,
Physical evidence smell, playgrounds and toys
Students
cheap pizza menus (with coupons),
coffee, drinks
Promote coupons among them,
offer more drinks
More for the same
Light restaurant rooms with italian
decs, light music,
aromamarketing,terraces, small
tales near chargers and wifi
TV, ads for coupons,social media
paid ads
“Fun and light atmosphere”
communication
Orders like in McDonalds,
preparation of the order 5-7 mins to
avoid lines, spend a lot of time in
restaurants, offer them coupons for
the next order
Workers in the same uniforms, calls
customers “fallows”, asking if
“fallow” needs something more
Branded plates and napkins, music,
smell, good wifi
Lunch eaters
business lunches, coffee, salads,
pasta
special business lunches at 12-14 h
Same for the same
Light restaurant rooms with italian
decs, light music,
aromamarketing,terraces, need
chargers, tables for 1-3 persons
Outdoor, social media paid ads
“Fast, quality and cheap”,
“Better than fast food”
communication
Orders like in McDonalds,
preparation of the order 5-7 mins to
avoid lines, preciate short duration
of preparation of food
Workers in the same uniforms, calls
customers “fallows”, asking if
“fallow” needs something more
Branded plates and napkins, well
sharpened knives
“To go-ers”+delivery
basic menus to-go, drinks
basic prices, offer more drinks and
salads, lunch, late night
Same for the same
fast moving cashier lines, don't stay
in the restaurants
TV, outdoor, discounters and food
delivery intermediators
“Fast made and tasty”, “best
delivery” communication
came to cashiers/on-line/by phone
orders, don't like lines, preciate fast
delivery
Cashiers/phone operator
in the same uniforms, calls
customers “fallows”, asking if
“fallow” needs something more
Branded packaging, friendly courier
Do you think that this new pizza chain, as you
have constructed it, will be successful? Why?
I think that we have a wide market and which contains most of consuming
groups. That is an opportunity for our restaurant.

My strategy is calculated to involve every social group and make them return to
The Italian again and again.