Assignment Sample on Marketing Report
Introduction
1.1 Purpose of the report and outline of the report’s contents
This report’s objective is to analyze Franco Manca Pizza Company and offers suggestions based on the marketing mix and segmentation, targeting, and positioning (STP). The research attempts to get a thorough grasp of the company and its domestic market while highlighting crucial areas for effectively advertising its goods and services. This report will highlight the overview of the home market and a brief rationale for choosing the business followed by Da. Outline of the type of shoes in business and its justification. Marketing mix can be defined as the tactical tool that helps in responding successfully to changing target market [Refer to week 4 material]. The 7ps of the marketing mix has been applied to Franco Manca pizza company in order to understand the various aspects through which the business can promote its products and services. At the same time, this report will provide a brief STP analysis to identify the target audiences of this chosen business.
1.2 Overview of home market and rationale for chosen business
The Franco Manca Pizza Company’s native market is the United Kingdom, where it has made a significant impact (Francomanca, 2022). The pizza market in the UK is extremely competitive and dynamic, with a large number of pizzerias and fast-food franchises fighting for market dominance. Pizza is a well-liked and well-known dish among British customers, making it a valuable and flourishing food business sector. By focusing on sourdough pizzas, Franco Manca has successfully positioned itself to meet this need (The Brandgym, 2022). Their dedication to employing straightforward, seasonal, and ethically obtained products is in line with the tastes of contemporary, health-conscious UK customers. Franco Manca has distinguished itself from other fast-food pizza restaurants in the market by emphasising the authenticity of Neapolitan pizza-making methods (Travel, 2022). Since its founding in 2008, Franco Manca has expanded significantly. The establishment of their restaurant chain in other UK locations shows that customers are responding well and that there is significant room for market expansion. Overall, Franco Manca is a fascinating and pertinent company to analyze due to its success, distinctive approach to manufacturing pizza, and conformity to current market trends.
2. Analysis
2.1 Brief outline of the type of the chosen business and justification
A renowned pizza business with headquarters in the UK is called Franco Manca. Giuseppe Mascoli established the business in 2008, and it has since gained notoriety for its genuine Neapolitan-style sourdough pizzas. To make tasty and unique pizzas, Franco Manca employs high-quality, ethically sourced ingredients while adhering to traditional pizza-making techniques.
- Organisation: Founded in 2008.
- Pizza Style: Emphasises sourdough Neapolitan-style pizzas.
- USP: Sourdough base that rises slowly, using basic, fresh ingredients.
- Market presence: A growing network of pizzerias in several locations around the UK.
- Market presence: Authenticity, ethical sourcing, and sustainability are stressed.
There are various reasons why Franco Manca was chosen as the subject of this investigation because it distinguishes out in the fiercely competitive pizza market by providing a distinctive product—sourdough pizzas. Customers looking for classic, artisanal, and tasty alternatives are increasingly favoring this style of pizza (Ezcater, 2021). A huge change towards more genuine and sustainable eating experiences has occurred in the UK food business. These changing customer expectations are in line with Franco Manca’s dedication to using products that are fresh, locally sourced, and produced responsibly. One of Franco Manca’s primary differentiators is the slowly rising sourdough foundation.
This technique not only improves the taste of their pizzas but also appeals to clients who are health-conscious and seeking for pizza options that are natural and simple to digest. The success of Franco Manca’s development in other UK locations suggests that there is increasing demand for their goods and room for expansion in the pizza industry (Colas, 2019). Thus, it can be argued that the chosen company, Franco Manca Pizza Company, has become well-known in the cutthroat UK pizza industry as a result of its distinctive selling proposition, emphasis on authenticity, and dedication to moral behaviour. For other businesses hoping to succeed in the shifting food sector landscape, studying this enterprise might provide insightful insights and motivation.
Delivering the best quality pizzas to market customers and fulfilling their requirements, including taste and price level, are the most significant business perspectives of Franco Manco Pizza Company. This has been supportive factors for the firm to enhance the business process and develop the business growth effectively in the competitive market. As suggested by Liuet al.(2020), the business organisation has the responsibility to understand the actual requirements of customers and deliver them the best quality items based on which the sales factors and profit level is increased significantly. This will further support the company to ensure growth and market recognition in an effective manner.
2.2 Providing segmentation, targeting, and positioning to identify the target audiences of the chosen business
Segmentation
It is crucial for Franco Manca Pizza Company to pinpoint certain market niches in the diversified and quickly growing Indian market in order to properly focus their goods. The segmentation approach divides the market according to pertinent traits and preferences [Refer to week 9 material].
Geographical Segmentation: Franco Manca will start by focusing on India’s key metropolises, such as Mumbai, Delhi, Bangalore, and Hyderabad. These cities are perfect places to launch Franco Manca’s original pizza concept since they have significant urban populations and a thriving restaurant culture.
Demographic Segmentation: Young professionals and urban millennials between the ages of 25 and 35 will be the main target group. The normal discretionary income range for this age group is moderate to high, and they like fine dining. This group’s appreciation for distinctive and global food fits nicely with Franco Manca’s emphasis on authenticity and excellence.
Psychographic segmentation: The target market is characterized by a focus on health and a preference for real, fresh food. The slow-rising sourdough base and Franco Manca’s dedication to using ingredients from ethically produced sources particularly appeal to this market, which places a high importance on healthy and sustainable lifestyle choices.
Behavioural Segmentation: The target market will be made up of people who regularly eat out, particularly those who are willing to try out new and interesting pizza varieties. This market is open to trying out artisanal products and values dining out beyond the usual pizza franchises.
Targeting
Based on the segmentation analysis, the primary target audience for Franco Manca in the Indian market is the Health-Conscious Urban Millennials and Young Professionals in Major Metros. The rationale for targeting them is as follows;
- A concentrated and economically viable consumer base may be found in major urban areas. As suggested by Jasrotia, Darda& Pandey (2023), young professionals and urban millennials are more likely to be open to trying new foods and have more money available to spend on upscale cuisine.
- This target market places a high value on health and well-being and looks for choices in fresh, real food. They are in line with Franco Manca’s emphasis on premium ingredients, particularly the sourdough foundation.
- Franco Manca can increase brand loyalty and word-of-mouth advertising among this powerful demographic by focusing on health-conscious people who visit restaurants and value distinctive culinary experiences (Chen & Yuan, 2020).
Positioning
The Positioning Statement for Franco Manca in India will be “Discover Authentic Neapolitan Sourdough Pizza at Franco Manca, Delivered with Freshness and Social Responsibility”. The elements of the business positioning in the Indian market are as follows;
- Authenticity: Franco Manca markets itself as an establishment that makes pizza the old-fashioned way, with Neapolitan roots (Substack, 2023). It distinguishes itself from other Indian pizza restaurants with its emphasis on authenticity.
- Clean and moral Ingredients: The company emphasizes its dedication to utilizing organic, locally sourced ingredients to produce pizzas of the highest caliber and taste. This appeals to people who are concerned about their health and look for wholesome foods.
- Artisanal Experience: Providing an upmarket, handcrafted pizza experience that goes above and beyond a simple meal is Franco Manca’s goal. As coined by Manthiou, Hickman & Klaus (2020), customers are treated to a wonderful eating experience because of the ambiance and attention to detail.
- Benefits to Health: Compared to traditional pizza options, the slow-rising sourdough foundation improves the pizzas’ nutritional content and digestion.
- Social Responsibility: The company proudly promotes its sustainable and ethical sourcing methods, reflecting the rising significance of ethical purchasing among customers.
Franco Manca may successfully attract its target market by focusing on health-conscious urban millennials and young professionals in significant Indian metropolises and portraying itself as a genuine, ethical, and artisanal pizzeria. This targeted strategy will assist the company in creating a niche in the Indian market and cultivating a following of devoted customers who value the special and superior pizza offerings. Franco Manca may extend its reach to further cities and areas as it achieves momentum in the Indian market, upholding its dedication to authenticity, quality, and social responsibility throughout its development and success.
2.3 Applying the 7Ps to identify and understand different aspects of promoting the Franco Manco Pizza Company’s products and services
The 7Ps of the marketing mix are the significant marketing techniques of the business organisation to target market audiences and increase the sales volume and net profitability of the business (Jain & Jain, 2022). It includes seven important factors like product, price, place, promotion, people, process and physical evidence.
Products: Franco Manco Pizza company delivers Pizza which is made up of Mozzarella, cured meats, tomatoes and Olives. The company has recently introduced vegan Pizza having innovative toppings such as jackfruit, wild mushrooms and different vegan cheese. This tasty and delicious pizza definitely attracts a large number of market customers. As opined by Khan et al.(2022), delivering the best quality products within an affordable price range attracts a large number of customers, based on which the sales volume and net profitability of the firm increased significantly. In this regard, Franco Manco Pizza Company has been able to satisfy market customers and increase the growth of the business process in the competitive market.
Price: the price level of pizza items of Franco Manco Pizza Company is £3.46-£7.25 (Francomanca, 2022). This price range for vegan and non-veg pizza indicates that the company effectively follows a low-cost strategy for maintaining an affordable price range. This further attracts a large number of market customers. As opined by Yang & Xia (2021), the maintenance of a cost leadership strategy is a suitable and most effective factor for the business organisation to provide equal values and opportunities to all customers. The low-level price range under the cost leadership strategy allows the managerial bodies of Franco Manco company to cut the price range and increase the overall sales volume.
Place: currently, the company operates its business from the United Kingdom. However, the managerial bodies of the firm have taken strategic approaches to emerge their business in India to attract Indian customers. Limited branches in India have been a key weakness for the company; however, the management unit has considered emerging their business process. This has been supportive factors for the firm to enhance the business development process and grow the overall sales volume. Delivering the best quality Pizzas at an affordable price has been a key concern area for Franco Manco Pizza Company, for which it has been able to gain a market reputation in the UK along with India.
Promotion: online promotional strategies like offering discounts and different coupon codes through social media and the official website of the company have been significant and supportive factors in increasing customers. As suggested by Liu et al.(2020), focusing on promotion ideas and attracting customers are the most significant perspectives of the firm to ensure increased sales volume. In this regard, the managerial bodies of Franco Manco Pizza Company have adopted strategies to digitally connect with customers and promote the business ideas and latest Pizza items through online channels and websites. This further helps in gaining increased traffic on the website and influencing people to purchase products of the company. Consideration of effective promotional strategies, including the sharing of pizza products-related information among customers and offering them discounts, help the firm to gain a high level of competitive advantage.
People: employees and customers are the most significant people involved with the overall life-cycle of the business of Franco Manco Pizza Company. As mentioned by Khan et al.(2022), the management unit of the firm has the responsibility to maintain strong relationships with employees and all market customers to ensure effective business operations. The responsible managerial bodies of the organisation have been highly concerned with developing relationships with employees so that they can give their best effort in regard to the fulfillment of business objectives like increased customer engagement rate. The management unit, including marketing members of the company, effectively engages with market customers and reviews their feedback to make certain changes in the business process.
Process: the digital review technique and online problem-solving strategy of Franco Manco Pizza Company have been effective tactics to engage with customers and influence them for product purchasing. This has further supported the firm to gain a high level of competitive advantages like increased sales and growth in the competitive market. This further helps in delivering the best quality products and solving the problems of customers. The marketing team of the firm is always concerned to review feedback of customers and make changes in their production system of pizza. This has been effective tactics to develop the business process and grow rapidly in the competitive scenario.
Physical Evidence: the offline and online selling strategy of Pizza have been strong perspectives to engage with customers. The number of monthly visits of customers on the official website of the company has reached 148.3k, and the overall bounce rate has reached 39.83% (Similar web, 2022). This information indicates that the company has been able to satisfy market customers by engaging with them. This has been the positive aspect in regard to the physical evidence of the firm.
3. Conclusion
3.1 Summarising the main issues from analysis
From the overall findings, it has been found that limitations in the business process along with a limited number of branches of Franco Manco Pizza Company in India have been issued. The management unit of the firm has a significant responsibility to review the feedback from customers and make effective improvements to the quality of pizza which could be supportive factor to engage with customers and increase the overall sales volume. However, high import costs for ingredients like Mozzarella and tomatoes from Uk have been key issues which could be considered to ensure the effective business process. The management unit needs to properly cross-check the operation process and overall managerial functions to emerge their business in India.
3.2 Conclude by stating the implications of the findings
In regard to the implementation process, the responsible bodies of the firm have the responsibility to review the feedback of customers and properly assess the internal, and external business environment. This will help them to develop the best strategic solution and continue an effective business process in the competitive market. As suggested by Kabeyi (2019), identifying issues and developing strategic solutions by understanding the scenario is the key perspective to ensure a suitable business process. It would further help the company to gain a high level of competitive advantages like increased growth factors and high profitability.
4. Recommendations based on STP and marketing mix
In order to improve the success chances of Franco Manco Pizza company, the business needs to Make changes to the pizza menu to reflect Indian tastes and preferences, such as adding in well-liked regional toppings and spices. As opined by Singh et al. (2021), it will be beneficial for the business to appease India’s sizable vegetarian population by providing vegetarian and vegan pizza alternatives. On the other hand, this business needs to determine particular regional preferences, do market research and consumer surveys, and then customize the menu for each city. It will be also important to stress the sourdough pizzas’ nutritional value and ease of digestion to draw attention to their health advantages.
Based on a proper analysis of the marketing mix, it can be recommended that Franco Manco Pizza Company needs to follow proper monitoring and controlling strategy to ensure the effectiveness of its cost leadership strategy. This will further help them to adjust the price level of pizza as per the market scenario and the current demand of customers. As suggested by Yang & Xia (2021), controlling the price level based on requirements of customers are effective tactics of the firm to ensure business sustainability in the competitive market for a long-term basis. The management unit of the firm should focus on individual employee’s satisfaction level and their requirements which will support the firm to maintain the increased operational efficiency. However, the quality control strategy needs to be adopted by the company to make changes in the quality of pizza and satisfy market customers.
References
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