Marketing Plan Of Fishy Deal By Pizza

“MARKETING PLAN OF FISHY DEAL BY ” BY: Lubna Anjum

“Fishy Deal For Fish Lovers”

“Objective” (Introduce a New Flavor  Produce

a net profit of Rs15 M in 2009 to Break Even the invested capital  To achieve Sales volume of 25000 Fishy Deals annually.  Expand consumer awareness through massive promotional planning.  Promotional Planning through ads. Billboard, hooding, brochures, newspapers etc

Comparative Advantage  Segmentation

 Targeting

 Positioning

“Action Plan, Strategies to solve the question: HOW TO ACHIEVE OBJECTIVE”  Buy

one large Pizza and get another at a 50% discount.  Sales Team for Door to Door selling including coupons, appropriate advertising through newspapers, billboards, brochures etc  Discount Cards, Discount offers, Mid nightall you can eat deal.  Promotional activities in Universities, Colleges etc

Cost Analysis of Fishy Deal          

The Fishy Deal cost is tentatively as follows, Fixed cost ______________ 9.2% Variable cost ______________ 25.3% Distributor cost ______________ 1.15% Gross margin ______________ 40.25% Retailer’s margin _____________ 14.95% Whole sellers ______________ 11.50% Promotion expenditure_________ 12.65% NSV ___________ 115/Retail price (Sales Tax @20%)__ 850/-

Market Analysis of Competitor Vs Fishy Deal Price  As

the total market of PIZZA HUT and our potential consumers of fishy deal is USD 9M hence it is estimated to be PKR 540M.  One third of this above-mentioned total market comprises of the Fishy Deal i.e. PKR 180M.  We have set a target to be captured for 7% of the total market during first year of sale (Tentative sale approx PKR 12.6 M).

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It will be launched primarily in 3 major cities nationwide i.e. Karachi, Lahore, Islamabad /Pindi The NSV (Net Sales Value) of each deal is Rs 780/and size will be large size of 9 standard slices. The Retail price or GSV (Gross Sales value) will be Rs: 850/-, which is slightly less than Domino’s & Papa Johns dinner fish meal (Retail price = 915/-). To achieve this target we have to make annual sales of 15000 Pizzas of fishy deal

Thank You!