6. HRSR 04-04-2011 - Laserfiche WebLink

Home Browse Search

Marketing Plan and Sales Strategy Market Penetration The Pizza Ranch in Elk River will be located at 19141 Freeport St NW. This location sits on MN Highway 169 and will be visible by more than 39,000 vehicles that pass by on a daily basis. It will a have a new sign on 169 and the existing building will get a facelift. The building will be totally remodeled and will contain a community room and seating for approximately Z00 guests. The last sit down, franchise restaurant, to be constructed was in 1997 (Applebee's). Elk River is hungry for another family friendly, sit down restaurant. Marketing Strategy The franchise agreement of The Pizza Ranch provides that 1.5% of local sales be spent on advertising. The Pizza Ranch owners in each area form a cooperative to coordinate local advertising efforts. For new stores and purchases of existing stores, Pizza Ranch Inc. will provide an additional dollar amount equal to 1% of gross sales to be used for local marketing. A mix of marketing strategies will be used to convey our presence, our image, and our message. A strong effort will be made to support community and school efforts for the joint benefit of the restaurant and community. Before the opening, the Pizza Ranch service consultants will assist with all operation and marketing issues. • Direct mail to all households in the community. • Marquis -Promotions and specials will be promoted. • Print media -local newspapers and flyers • Broadcast media -radio programming • Misc. -yellow pages, charity events through the school and local organizations, county fair signage, refrigerator magnets with coupons, etc. • Bulldog Marketing -mailers sent to customers in data base The marketing effort will be an ongoing flexible campaign (using the above media) assessed regularly for effectiveness. Competitive Strategy There are several ways in which we will create an advantage over our competitors: • Product identity, variety, quality, and great value • High employee motivation and good sales attitude • Quick and reliable service • Community room with wireless Internet service geared toward groups and businesses will be provided with the purchase of meals 16