MANA 720Marketing Plan DATE: 03/12/10

JOSE CINTRON,MBA

Marketing Management Plan

Introducción• Rigoletto comenzó en el verano de 2009, por cinco

frustrados estudiantes de MBA en Miramar, Florida.• Durante los primeros seis meses de operación

Rigoletto vendió 18,250 pizzas,100avg. diarias.• Rigoletto espera que su éxito dependa de su

garantía de entrega en 25 minutos o gratis.• Rigoletto tiene muy en mente diversificar su

producto y servicio después de su primer año.

• Nuestra misión: Nos enorgullece en preparar una pizza de gran

calidad y proveer un servicio excelente , rápido y garantizado a un precio muy competitivo .

• Nuestra visión:Convertirnos en el mejor y más rápido restaurante de pizza en la Florida, proveyendo mejor servicio, valor, calidad y satisfacción a nuestros clientes , trabajando en equipo y manteniendo un crecimiento constante para nuestros inversionistas y empleados.

Resumen Ejecutivo

• Apertura en Junio 1,2009 Rigoletto pizza a demostrado una gran aceptación entre la clientela local en nuestro restaurante y en las entregas de la pizzas.

• Nosotros siempre mantendremos como objetivos principales Mantener siempre en mente nuestra misión y visión

• Consistencia en el producto y servicio• Trabajar en un ambiente de equipo• Mantener un crecimiento constante

Objetivos

• Proveer una pizza de calidad, gran servicio, rapidez y gran valor por el dinero concentrando nuestros esfuerzos a clientela local de todas edades raza y posición económica que deseen una pizza rápida, saludable y sabrosa.

• Mantener un crecimiento constante que nos permita satisfacer nuestros clientes e inversionistas.

SWOT Análisis

Fortaleza• Nuestra pizza estará lista sabrosita ,calientita y en su casa en 25 minutos o gratis, dentro del área

local de nuestro establecimiento.• Debilidades Muy corto tiempo en el negocio, Presupuesto

limitado y nuevos equipos y empleados.

SWOT Análisis

Oportunidades• Espectacular equipo de trabajo que está muy

motivado y concentrado en nuestra visión. • Oportunidad de estar en una industria que no

hay límites de crecimiento como la industria de restaurante y comida rápida.

SWOT Análisis

Amenaza• Gran competencia como lo son Pizza Hot,

Papa Johns, Little pizza y Dominós que poseen una gran experiencia y capital de trabajo

• La actual economía o recesión podría ser un obstáculo inicial que podría reducir las ventas

Marketing Research

• Industry Analysis' –according to the National Restaurant Association, food service sales were $320 billion for the 500,000 restaurants in the U.S. The U.S. restaurant industry grew 5.2 percent

• Customer satisfaction research –Rigolettos make quantitative and qualitative studies as a regular basis to verify how satisfy are the customers with our product and service

Customer Analysis• Rigoletto’s target market since we have a new

flavor choices like the great Rigoletto special, and we offer concepts like delivery in 25 minutes or free and taking internet orders, we are constantly bringing new ideas to the table ,we are getting the attention of the younger to mid age people.

Competitors

• Rigoletto realized that the top ten fast food restaurant chains controlled over 60% of fast food sales in the U.S. and we are very positive about the other 40% which is a great deal of customers out there willing and able to buy our product. Pizza Hut has the largest market share, 40% of the pizza industry, followed by Domino's with 20%.

Marketing Mix

• Rigoletto is considering very seriously to offer a new product that will be call Rigoletto’s Extreme ,this pizza is the bigger ever and we will sell it with double the chesses and topping as the Rigoletto’s standard large pizza, this strategy should gives us a competitive advantage to gain the competition.

Strategies for price, promotion and distribution

• Price , Rigoletto will used high and low pricing strategy when setting the retail price of our products.

• Promotion- The main theme that will be used to promote our product are: “Hot and tasty in 25 min. or free” “El secreto esta en la masa”

Advertising, public relation, and sales promotional strategies

• Advertising- With limited budget we will start advertising our product in local TV and radio but using most of our energy and resorts in direct marketing including direct mail, flyers and coupon

• Public relation – we are focus in our vision and goals, we have a great experience in the business plan and communications skills to successfully deal with customers, vendors and government official.

Promotional strategies

• Sales promotional strategies- Rigolettos primary objective of a sales promotion is to improve a company's sales by predicting and modifying our target customers, purchasing behavior and patterns. Sales promotion are very important, our Pull Strategy will present an aggressive marketing

campaign including TV ,radio and direct marketing.

Budget

• Rigolettos sold over 18,000 pizzas during the first six months of operations an average of one hundred per day in his only location in Miramar. Rigoletto is budgeting to sell over 40,000 pizzas in the first year of operations and will continue opening new businesses.

Sales Projections

• Rigolettos prepares forecast for the futures three years by putting together historical information from sales ,market condition, taking into consideration offer and demand in the pizza industry, estimates and financial ratios .

• Rigolettos breakeven point in units is 40 lg. pizzas per day or $480 a day, or $14,400 per month, any sale after that amount is profit.

Controls

• Rigolettos have an internal control manual that address who will be responsible for the control measures we plan to take. Our success or failure will be determined as follow, we will compare results to our objectives and vision alone with profit and sales revenues.

Web Page

Face book• Fan Page• Events

TwitterLinkedInMy Space

Contact E-mail

You Tube

Media Marketing Rigolletto’s Pizza

www.rigollettospizza.com

Marketing Management Plan

Introduction 1• Rigoletto begin operation last summer by five

Partners MBA students from Miramar ,Fl.• During the first six months of operation Rigoletto

sold 18,250 pizzas,100 avg. Per day.• Rigoletto’s success depend on his 25 minutes

delivery warranty or free, value and quality.• Rigoletto is always keeping in mine to diversify his

product after his first year of operation.

• Mission:2 We are proud in prepare a great quality pizza and

provides an excellent service , fast, and delivery warranty at a great value.

• Vision:To become the best and faster pizza restaurant in Florida, by providing better service, value, quality, customer satisfaction ,team work and keeping an steady business grow for our investors and employees.

3 Executive Summary

• Since our opening last June ,2009 Rigoletto pizza has show great acceptance amount the local customers in our restaurant and delivery.

• We are always keeping in mind our main objectives witch are our mission and vision.

• Consistency in product and service• Perform in a Team work environment• Keeping a constant business grow

4 Objetives

• Provide a quality pizza, great service , fast and great value for your money. Concentrating our effort in all age, raze and economic position to whom are wishing a fast ,healthily and tasty pizza.

• To keep an steady business grow that allow us to satisfy our customers ,employees and investors.

SWOT Análisis

Strength 5• Our pizza will be ready, hot and tasty in your home

in 25 minutes or free within our area cover• Weakness Too little time in this business ,limited budget and

brand new equipment and employees.

SWOT Análisis

Opportunities 6• Successful team working very motivate and

concentrate in our vision statement. • An Opportunity to belong in an industry with

unlimited growing like the restaurant and fast food business.

SWOT Análisis

Threat 7• Huge competition from Pizza Hot, Papa Johns,

Little Caesar and Dominos who are very well known by their experience and working capital.

• Our economy or recession may be an offset that can reduce our sales.