NOVEMBER 26TH, 2009

TRM 375 FOOD SERVICES MANAGEMENT

MARKETING EFFORT OF PIZZA PIZZA

INSTRUCTOR: MEHVE SUKAN CERRAHOLU STUDENT: NEE ROMAN ID NUMBER: 2006104603

Pizza Pizza established in November 16th,1995 in zmir, Alsancak. They use a different technique and offer various types of special pizza menus. Initially they mainly located in Aegean Region, zmir, but now they are growing in other regions (with franchising) of Turkey as well. They are the first and biggest local pizza chain in Turkey.

Pizza Pizza uses different ways of advertisement. In TV advertisements they give information about their promotions and menus. In addition to TV ads, in their website, they have online ordering option and detailed information about their menu items and promotions. They are a member of yemeksepeti.com, however if customers prefer to buy in their website, they will give pizza para which is %5 of 15ytl order, %10 of the order if it is more than 15ytl. Customers earn pizza para, and they will be able to spent it in the next order via internet. In newspapers they

are mostly in economy pages, because they are giving franchising. (Habertrk, Yeniasr, Hrriyet, Dnya, Posta). According to their franchising policy, in magazines they target business people, they give interviews in magazines such as Kobi Life (economy and industry magazine) and CEO ( top level managers business and life magazine). Finally, the last way they use is billboards which they emphasize more in terms of the prices of pizza menus.

In terms of public relations, they have a call center which give importance to customers complaints and suggestions. In the call center, they try to solve the customer problem and offer solutions to it. They also record suggestion and complaint from customer in their database. Recently, they had a campaign called menumdenminicikti. They give some cards to customers and with these cards they had arranged a raffle. One customer has earned a mini cooper car. I think their aim is to increase number of customers with this campaign.

Apart from their public relations, publicity is completely a different term. Because the message is not under the control of operation, it is controlled by medium. The best real example is listed below for the publicity of Pizza Pizza.

Neyse, servis mthi hzl. Yeenim Evren bile ard. Pizza Pizza, Abbas Trkere aitmi, merkez zmirmi. stanbuldan 150 kii, bayilik almak iin srada bekliyormu. armadm. Fiyatlar ok ucuz. 6 kii tka basa yiyip itik, 25 milyon hesap geldi. Ama mnler zel. inde pizza, patates, tavuk filan var. Hesab almak istemediler. Sonunda kavga-dv, indirimli dedik. Yediimiz her ey ok lezzetliydi. Ayrca 30 dakikada servis yaplmazsa sipariinizden cret alnmyor. Paket servisleri de var. enay Ddek, Milliyet Magazin 20.05.2002 3

To increase the sales, they use internal merchandising. In Pizza Pizza restaurants, they put small table tent cards which display a special menu item such as cookies and posters on the wall which shows the promotional menus.

From my point of view, marketing material attempts to reach mostly different types of customer profile. I think they target students, because their price is cheaper than its competitors and their menus consist of a lot of items. For instance, if you buy jumbo pizza they will give you 1liter coke and French fries free. Also this menu is convenient for group of people which can be a student group or football fans etc. In addition, they target the single people with again cheaper price and a lot of menu items. A small pizza, a coke, onion rings and French fries is only 9.90ytl. To sum up, their marketing material is appealing for all type of customer from different levels of income, age, education and martial status.

According to TNS PIAR, Fast Food industry in Turkey is consist of %11,6 kebap, %5,4 Turkish Pizza (Lahmacun), and %4,3 Pizza. The market for pizza consumption is worth 40 billion dollar in the world. In Turkey it is around 250 million dollar. Monopolistic competition is exists for this market. Because a large number of firms selling products that are close but not perfect substitutes. Dominos, Pizza Hut, Little Caesars are three top sellers in world market. In Turkey Pizza Pizza is the first local chain pizza restaurant. Its competitors use different ways to differentiate their products. Dominos brings the pizza in 30 minutes and their home delivery segment is wider, Little Ceasers again targets home delivery segment, on the other hand Pizza Hut in Turkey provides more healthy foods apart from pizza (soup, salad bar) and it does not only target home delivery service. 4

I think their marketing effort is a successful one. As a student, I know their brand and I am aware of their campaigns, coupons and promotions. From my point of view, they reach one of their target segments with their advertising methods. But their service quality and core product should be developed. Marketing is successful but not the taste!

References:

http://www.milliyet.com.tr/2002/05/20/magazin/yazdud.html http://menumdenminicikti.com/ http://www.yemeksepeti.com/index.asp?city=215 http://www.abvizyonu.com/sirket-haberleri/sampiyon-pizzacinin-2009-hedefi-yurtdisi.html http://www.halklailiskiler.com.tr/platformSdetay.aspx?haberID=4315 http://www.porttakal.com/haber-pizza-pizza-birincilige-oynuyor-336609.html http://www.pizzapizza.com.tr/basin.asp