Pizza in a Cone*
In 2020, Toni of Toni’s Pizza* launched a new concept of eating pizza — pizza in a cone! Instead of eating pizza in its traditional form, the pizza dough is eaten like an ice cream cone. The cones are made through a patented device created by Toni. This technique allows consumers to eat pizza on the go with one hand. Therefore, the pizza does not drip with grease or sauce. The cones are personalized with whatever fixings the consumer desires. Toni is currently using a cost-based strategy for pricing.
Market research indicated this product would be a huge success. The organization even started franchising the concept in 2021. Nevertheless, the company has had lackluster sales. Gas prices have recently escalated, and people have stopped coming by his store in the mall where they are located. Toni wants you to help with the promotion and distribution problems.
Generic Goals:
- Sell several hundred thousand units.
- Create awareness of new product line to new, prospective clients.
- Incorporate digital marketing.
- Hire more employees.
- Target B2B clients.
- Identify the best distribution model for selling to customers.
*Disclaimer: The organization, any characters, and brands depicted in this exercise are fictional. Any resemblance to real organizations, individuals, or brands is purely coincidental. This exercise may include actual companies and brand names solely for instructional purposes; this exercise is not associated with any such existing company or brand name. All trademarks remain the property of their respective owners.
Complete the following checklist items:
- Develop a communication plan using the six elements of an effective communication program.
- Integrate the four distinct levels of integrated marketing communication (IMC).
- Design an integrated marketing plan using a combination of traditional and online media.
- Create a proposal for implementing the six steps in the personal selling process to business accounts (Figure 14.1).
- Recommend a multichannel distribution strategy. Defend your recommendation.
- Propose a mobile retailing strategy.