Acknowledgement

This report would have been impossible without the valuable contributions and limitless help
of several individuals. Our first acknowledge goes to the Almighty for giving us the patience and
courage to finish this task within the deadline. Then, we cordially thank our respected course
instructor, [Link] Mohammad for his continuous guidance and support to make this report
possible. He assisted us where any help was needed and taught the material that was necessary in
order to complete this report.

We would also like to express our gratitude to MsYoupriyaHaque who taught us how to use
Adobe Photoshop to create the poster and our classmates who provided their honest insight and
support.

Last but not the least we are very thankful to our families. Without their help, kindness, and love
this report would not be done so successfully.

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Table of Contents

Executive Summary 3
Introduction 4
STP Analysis…………………………………………………………………………………………………………………………………….4-7

Segmentation…………………………………………………………………………………………………………………………………….4-6

Targeting……………………………………………………………………………………………………………………………………………6-7

Positioning……………………………………………………………………………………………………………………………………………7

Marketing Mix……………………………………………………………………………………………………………………………….7-10

Product………………………………………………………………………………………………………………………………………………..8

Price and Placement…………………………………………………………………………………………………………………..…..9-10

Promotion………………………………………………………………………………………………………………………………………….10

SWOT Analysis……………………………………………………………………………………………………………………………..10-11

Ad Analysis…………………………………………………………………………………………………………………………………..11-13

Ad Execution Technique……………………………………………………………………………………………………………….12-13

Budgeting Technique……………………………………………………………………………………………………………………13-14

Conclusion…………………………………………………………………………………………………………………………………………14

References………………………………………………………………………………………………………………………………………..15

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Executive Summary

This report seeks to analyze the current promotional strategies ofBellavita Pizzeria along with
their strengths, weaknesses, threats and the areas where there is an opportunity to improve so as
to create a promotional strategy which would ensure an increase in business for the restaurant.
BellaVita Pizzeria was established on 25th December 2010 and it claimed to be the 1st Italian
cuisine restaurant in Bashundhara Residential Area. It is also known to have among their staff a
chef 20 years of professional experience in Italy and provide the authentic Italian pizza taste.

The report gives a detailed description as to the customer segmentation, targeting and positioning
strategies involved in creating the promotional message along with the various media used to
spread this promotional message such as through Facebook page, FoodBank, print media etc.
The product that is to be promoted is also described in the report along with the packaging and
pricing. The current pricing is perceived to be moderately high which the report aims to solve by
improving the brand image and creating a quality and authentic image.

Consecutively, the restaurant offers other items in their menu; however pizza being their primary
focus is to be promoted in the first ad poster. The ad poster developed after analyzing the current
situation is mainly comprised of emotional appeal along with imagery, rational and emotional
execution techniques. The ad aims to create brand loyalty among customers and the budgeting
technique is also in support of this particular purpose so as to spread the improved brand image
and reach the target customers affectively while minimizing the cost of achieving that by using
various low cost media channels.

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Introduction

BELLAVITA PIZZERIA is an Italian restaurant located in Bashundhara Residential Area,

Dhaka. It was first launched in 25th December 2010 in Bashundhara Residential Area with a
great hope to give people a taste of Italian food and is currently operating in its inauguration
residence. It has only one branch in Bashundhara Residential Area. Since its opening, it has been
very popular to its customers due to its unique Italian taste and was well- known to the people in
its area, however as time went by due to their lack of promotional activities, it has lost its desired
brand image in the customers’ minds. Last year, BellaVita started its home delivery service for
its consumers’ convenience. Additionally due to the numerous new restaurants opening around
Bashundhara area, they are facing quite a lot of competition. In order to cope up its current
situation it needs to modify its segmentation, targeting, and positioning. And, they also need to
make sure that the restaurant comes up with new ideas of marketing different food, variable
pricing range, better- serving, and attractive sales promotion so that the restaurant can easily grab
the attention of the customers and regain its previous market position.

STP Analysis

STP respectively stands for Segmentation, Targeting, and Positioning. In order to fully analyze
the market, STP analysis is very important. In this fast growing world, Marketing is a very
challenging task. To effectively analyze a market, we first segment the market in different parts,
then take one or more segments for targeting, and based on which segment/s we are targeting; we
make positioning strategies for those. Here, to improve Bellavita Pizzeria we will do STP
analysis. And its new Segmentation, Targeting, and Positioning strategies are given bellow:

Segmentation

It’s not possible to develop marketing strategies for every consumer. Rather the marketers
attempt to identify broad classes of buyers who have the same needs. To segment a market there
are some bases that should be followed and these are: Geographic, Demographic, Gender, Age,

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Life stage, Household size, Income, Education, Occupation, Lifestyle, Usage rate, Awareness
and Behavior.

For improving Bellavita Pizzeria’s current position, we first segment its customers based on the
following bases of Segmentation:

Geographic: Bellavita Pizzeria is situated only at Bashundhara Residential Area, Dhaka, in

Bangladesh.

Demographic: Demographic contains Gender, Age, Life stage, Household size, Marital status
etc.
a) Gender: Male, Female.
b) Age: 5-12, 13-20, 21-28, 29-36, 37-44, 45-52, 53-60, 61-68, 68-75, 75 yrs plus.
c) Life stage: Child, Youth, undergrad, adult, and senior.
d) Household size: 1, 2- 3, 3-4, 5 or more.
e) Marital status: Unmarried, married, separated.

Socioeconomic: includes Income, Education, Occupation etc.

a) Income (BDT): >2000, 2000-4999, 5000-9999, 10000-14999, 15000-19999, 20000-24999,
25000-29999, 30000-34999, <35000.
b) Education: school going, undergraduate, graduate.
c) Occupation: student, managerial and professional specialty, technical, sales and
administrative.

Psychographic: includes Personality, Values, and Lifestyle.

a) Personality: Compulsive, introverted, extroverted, friendly.
b) Values: Actualizers, Fulfilleds, Achievers, Experiencers, Believers, Strivers, Makers, and
Strugglers.
c) Lifestyle: Settled in, not settled.

Buying situation: contains Benefits sought, Usage rate, Awareness and Behavior.

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a) Benefits sought: Product features, situation specific, general.
b) Usage rate: Light, medium, and heavy.
c) Awareness: About product knowledge; unaware, aware, intention to buy, purchaser, rejection.
d) Behavior: Involvement; medium effort, comparison, high effort.

Targeting

Targeting refers to determine how many segments to enter and determining which segments
offer the most potential. For Bellavita Pizzeria we target the following segments:

Geographic: We are targeting those who live in Bashundhara Residential Area, Dhaka and who
regularly come here for educational or Job purposes.

Demographic: We are targeting the following attributes of Demographic bases:

a) Gender: Both Male and Female.
b) Age: 5-12, 13-20, 21-28, 29-36.
c) Life stage: Child, Youth, undergrad, adult.
d) Household size: 1, 2- 3, or more.
e) Marital status: Both Unmarried, and married.

Socioeconomic: We are target the following range of Income, Education, and Occupation of
customers.
a) Income (BDT): 5000-9999, 10000-14999, 15000-19999, 20000-24999.
b) Education: school going, undergraduate, graduate.
c) Occupation: student, managerial and professional specialty, technical.

Psychographic: We are targeting the following Personality, Values, and Lifestyle of customers.
a) Personality: Compulsive, extroverted, and friendly.
b) Values: Actualizers, Fulfilleds, Achievers, Experiencers, Believers.
c) Lifestyle: Both settled in, not settled.

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Buying situation: We target the following Benefits sought, Usage rate, Awareness and Behavior
patterns of customers:
a) Benefits sought: Product features, and general.
b) Usage rate: Medium, and heavy.
c) Awareness: Aware, intention to buy, purchaser.

Positioning

Positioning is defined as ‘ the art and science of fitting the product or service to one or more
segments of the broader market in such a way as to set it meaningfully apart from competition’.
We are positioning Bellavita Pizzeria by using the following strategies:

Product attributed/benefits: Specific characteristics that sets them apart from their competitors.
Here, Bellavita Pizzeria has its unique Italian taste that make it different from its competitors
along with the fresh ingredients they use and their free home delivery option.

Price/Quality: Bellavita Pizzeria serves high/actual quality of Italian food with reasonable price.

Product class: Bellavita Pizzeria represents itself as pure Italian food in your own residence.

Positioning by product user: Bellavita Pizzeria Positioning itself to the student and youth group
of Bashundhara Residential Area as well as the employees working in different banks and
companies around the areas as well as local residents.

Cultural symbols: Bellavita Pizzeria is using Italic capitals in its name “BELLAVITA
PIZZERIA” to represent its cultural symbol.

Marketing Mix
The definition of Marketing Mix is a set of controllable technical marketing tools that a firm
blends to gain the response it wants in their target customers. The tools are basically Product,
Promotion, Place and Price.

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Product
Bellavita Pizzeria offers a wide variety of products to its customers. Since it Starting Point it had
offered Fried Chicken and Burgers with the inclusion of side orders such as Fries and Potato
Wedges. As time moved on they introduced Pastries and Desserts to their customers to
widen their target [Link] definition of quality means the totality of the feature
and characteristics of a product that bears on its ability to satisfy the customer’s needs. Bellavita
Pizzeria offers good quality food to its customers in order to compete with the market
competitors. It is observed with keen interested by the staff and is maintained with the help of
highly efficient tools and machineryBellavita Pizzeria design is
[Link] Main features of BellavitaPizzeria are their low and affordable prices, which is favor
ableto its targetcustomers as they are mostly middle class families or students. Brand Name is the
a name sign, symbol, design or a combo of these intended to identify the goods or services of one
seller or group of sellers and to differentiate them. Bellavita Pizzeria however holds no brand
power, as it is not promoted through any media.

Packaging is the activities of designing and producing the container of the product by which it is

served to their customers. Bellavita Pizzeriapackaging is just as simple as its design with
no extra-added accessories. They have specially made boxes in which they serve their customers
their desired [Link] size of the product is relatively linked with the marketing of the
product. The size has to be accustomed with the income level and the size of the customers
themselves. For Example if the Customers has a healthy appetite and is with their family they
would order large. While Alone he/she would order regular. Thus Bellavita Pizzeriahas produced
their product size as regular and [Link] is the benefit or the product that the producer
can offer to its customer that is intangible. Bellavita Pizzeria offers exceptional service
to customers with their maintenance with its high quality of food. It has recently started taking
free home delivery orders and now caters at parties and meetings for the convenience of their
customers.

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Price

Price list is that the amount of money charged for a group of product or services that consumers
exchange for the benefit of having that group of product or services. Bellavita Pizzeria also has
an fixed price list for their customers. Discounts mean a straight reduction in price on purchases.
Bellavita Pizzeria does not offer direct discounts on its products yet it has the offer of combos
or meals. They have Family Boxes and Children Boxes which offer more products but within
a smaller price range. For examplebuying a burger coke and fries would cost a person Tk 200
altogether but buying a meal, they can get all these together at the price of Tk 180 only.
Therefore there is reduction in price. Allowances mean promotional money paid by the
manufactures to retailers in return for agreement to feature the manufacture products. Bellavita
Pizzeria however has no current allowance offers. Payment Period is when payment will be
made. It has two types of payment sight and differed payment. Bellavita Pizzeria offers both
types of payment as they sell their products on sight basis as well they home deliver. Therefore
they fully operate on both types of payment periods. Credit Terms mode of payment. Bellavita
Pizzeria mode of payment is through direct payment using monetary methods, which are direct
cash. Even though the price list of Bellavita Pizzeria is affordable to most students and middle
class families. It is still expensive to lower class and introducing more combo meals, which
would be easy on the funds for the lower class, could easily solve that problem.

Placement

Bellavita Pizzeria shop is tactically situated in Dhaka city’s established area like Bashundhara
Residential Area. The target customers of Bellavita Pizzeria are students and middle class
families. The main sale principle of Bellavita Pizzeriais that their inventory of finished good
would be at 0 labels. The customers want good quality food thus nothing stale or outdated is ever
sold to their [Link] channel of marketing is strong. It has a large customer range.
Therefore the product sale to diplomatic offices schools and universities is fairly easy. Bellavita Pizzeria
has offered free home delivery services to its customers, which is a rarity with any other fast
food competitors. Bellavita Pizzeria has received more business through the home delivery
ordering customer base in Bashundhara. By putting branches in the busy and sophisticated areas
of Dhaka city Bellavita Pizzeria has the potential to earn a wider customer network. By offering

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more branches in places like maghbazar or New Market they could reach out to more customers
and enhance their sales.

Promotion:

BellaVita Pizzeria currently lacks any promotional efforts. They have a Facebook page which
has been inactive since mid-2014 and the manager at the restaurant has denied the existence of
their own Facebook page or any other advertising [Link] there is a huge opportunity
here to promote a positive image of the restaurant in order to attract more business. BellaVita can
be given a new image that builds trust, quality image and authenticity. Hence our ad poster will
initially act to create that quality and authentic image that the restaurant was seeking primarily.
Their aim was to promote an original Italian cuisine restaurant image, which they failed to do so
due to the lack of proper promotional activities. We will start with spreading a trusted brand
image and move onto promoting new feature appeals and sales promotions. Additionally we will
actively run a Facebook page advertising its various products and meals along with posting the
ads on Foodbank to gain more customer attention along with providing a percentage discount for
a review in foodbank for customers who dine at the restaurant.

SOWT

Strength

 Mass Population because of NSU,IUB and APPLO HOSPITAL

 Strong distribution channel.
 Free Home delivery.
 Quality product

Weakness:

 Less advertising.

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  Less Publicity.
 Image Crisis.
 High Price.
 Poor decoration.

Opportunity:

 Because of its location it is able to take people’s attention.

 It offers a variety of products, which include fries, burger and chicken pieces. With
the addition of pizza and more variety of soft drinks there would be a wider choice for
the common people.
 Ensuring fresh, noiseless environment, quality food and also providing free home
delivery is a good opportunity for them to hold their market.

Threats

 Bellavita Pizzeria is not advertising enough to re-inform about their resturant.

 They don’t have any branch except Bashundhara Residential Area.
 To some extent it also fails to cope up with the other restaurant which offers the same
product. For example, Down town cafe, Pizza Hut, Shawrma House.
 Main threat for bellavita is Jamuna Future [Link] there are so many branded
restaurants.

Ad Analysis

The message being conveyed in the poster is aimed at appealing to the intended consumers as
emotional. The message, as follows ‘A FEW things that makes LIFE Beautiful…Good Food,
Good Company, Good Times…We aim to provide a platform for ALL’ is supposed to create a
sentiment within consumers that BellaVita Pizzeria cares about providing enjoyment to them and
it is not simply about the food. This is especially done to create a deeper bond between the
restaurant and its customers in order to create a brand image among their minds so as to result in

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brand loyalty. Customers must feel that dining at BellaVita is going to be an enjoyable
experience. The information ‘100% Fresh Ingredients’ is intended to convey good quality and
the message ‘A Taste of ITALY’ is supposed to convey authenticity.

As previously stated BellaVita Pizzeria put no effort in promoting their restaurant, therefore they
do not have a deeper brand image and are being assumed to be a low quality pizzeria which is
what we aimed at changing by creating a message that relates directly to what their core
attributes are such as the restaurant’s name for example: BellaVita is translated to Beautiful Life
in English so our core message is related to the simple things that make life beautiful. This
simple connection may not be understood by most people but we are hoping that the ones who
are more sophisticated will understand the underlying connection and spread the word. This
could be classified as conclusion drawing aspect of an advertisement.

Ad Execution Technique

The Ad poster uses a combination of ad execution techniques such as imagery to draw attention
but also contains some emotional and rational messages to satisfy an emotional need createdand
rational messages to change the preconceived notion of the restaurant not providing quality food.
Consecutively the ad is aimed at creating an image of authentic Italian pizza since we were
informed that the original chef at BellaVita was [Link] color tones used throughout the
poster were complementary to the original logo of the restaurant such as orange, yellow and
black along with the fonts used being similar to the restaurant logo, thereby maintaining their
core attributes but increasing perceived quality to customers.

Each message is positioned in a way where it is perceived to be most effective. We are at the
stage where we are promoting the brand name rather than any new products, therefore the
restaurant name and logo is placed at the top where it’s easily seen. The main message is place
beside the logo in order to gain primary effect from the viewers. The free home delivery is an
important service of the restaurant through which they currently gain their most business; hence
it is placed on a different background to gain its own importance. The poster is one sided
message since it is only promoting the positive aspects of the restaurant. This poster is intended
to promote a quality image of the restaurant to create an emotional bond with the customers.

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More ad posters will be created once the initial promotion is successful to promote the various
products that the restaurant has to offer.

Budgeting

In order to start executing the ads for BellaVita Pizzeria we will have to go through the
budgeting phase first because no business can run without budgeting. Budgeting will include the
amount of money BellaVita will spend on advertising their brand in the market.
After going through the Media Planning phase we saw that the best way to send the promotional
message to the targeted maket segment is to publish the ads in media vehicles like print media
such as daily newspapers and the social media sites such as Facebook and Twitter where most of
the potential consumers of the brand spend most of their time in. There are other options like
Billboards in the Bashundhara area which would increase the brand recognition of BellaVita
Pizzeria by a handsome percentage but it is not suggested for a small food shop such as
BellaVita because the cost of billboards is not affordable for them. It is so costly that only the big
food chains use billboards. These decisions were made after analyzing the market and
determining the media objectives. BellaVita Pizzeria shows Low Brand Development Index and
High Category Development Index which means the category is selling really well but the brand
is not. The reason is obviously the lack of promotional activities.

Print Media: The Daily newspapers and Magazines are suggested for BellaVita because
advertising in these mediums cost around 1 lakh taka for a whole year if they publish their ads 2
days in a week whereas a billboard in a costly place like Bashundhara would cost at least 5-6
lakh taka for a year since there is clutter because of demand of billboard space. Print media has
been suggested because of the repeated exposure of the brand to the targeted market segment.
People will see the ads by BellaVita Pizzeria on a regular and scheduled basis and they will
remember the name when they feel like going to a food shop near Bashundhara Residential Area.

Clutter can be a problem because more ads by other food shops will be there in the newspaper
but this problem can be overcome by unique designing of the ad itself which will attract the eyes
of the potential customers.

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Social Media: The social media sites like facebook and twitters are suggested for BellaVita
Pizzeria because it is almost free of cost and there are millions of potential consumers of the
brand who spend most of their time in social media now a days. Repeated exposure of the brand
to these people is possible by promoting BellaVita Pizzeria by maintaining a facebook page. The
BellaVita manager can operate the facebook page of BellaVita himself or he can appoint
someone with a salary of not more than 15000 taka for promoting the facebook page for them.
FoodBank is a facebook page where people give reviews of the food shops they visited and if
their reviews are satisfying, it is proven that the sales of that food shop skyrockets exponentially,
for example – Apon Coffee shop, Sbarro Bangladesh and Pizza Guy. Their food schemes were
promoted through facebook only and their sales increased by 200% at least. Hence, it is essential
that the BellaVita Pizzeria requested their customers to give an honest review in foodbank for
them. Twitter can also be used to promote BellaVita’s campaigns. The people who visited
BellaVita can write about their experience in twitter and let their followers know about it.

Conclusion

BellaVita Pizzeria is an underrated food shop which serves a taste of Italy to its customers. It has
a high potential to grow as a big food chain in the future but lacks in the recognition because of
no existing promotional activities. BellaVita has been suffering from its shortcomings lately but
they have the capability to overcome them with proper brand recognition. With proper
advertising campaigns, it is very likely that BellaVita Pizzeria can become very popular in its
line of business someday.

__________

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References:

Understanding the Basic STP Model. N/A. Retrieved on 08-08-2015 from

[Link]

The Marketing Mix and 4Ps of Marketing. N/A. Retrieved on 07-08-2015 from
[Link]

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