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Word Count: 7,498
Table of Contents Section Page 10Executive Summary 11 Goals 20Market Outlook 30Situational Analysis 40Competition Analysis 50ProductService Solution 60Target Market Analysis 70Target Market Segmentation Strategy 80Market Share 90Marketing Implementation Strategy 100Promotional Strategy 101 Advertising 102 Sales Promotion 103 Public Relations 104 Personal Selling 105 Direct Marketing 106 Merchandising Materials 107 Media Alternatives 110Follow-through Strategy 10 Executive Summary Pizza is a favorite food among many Americans In fact it is estimated that each United States citizen consumes approximately 20 pounds of pizza per year Pizza is acquired primarily from restaurants and grocery stores Grocery store pizzas are generally frozen and provide for a quick convenient meal that can be made at home The healthy frozen pizza market is a contemporary and competitive market which means that it will require advanced marketing and marketing communication Sunny Inc is planning to introduce a pizza in the healthy frozen pizza market by developing a quality product derived from an immense amount of consumer input The product will be called 123 Pizza and will be marketed as a premium low-calorie healthy frozen pizza 11 Goals -Generate new income for Sunny Inc by increasing market share by 20 within one year -Achieve a 40 trial of the target market -Achieve 80 product awareness -Become the number one frozen low-calorie healthy pizza in the market within 18-24 months -Achieve sales revenues of 15000000 in first-year markets -Achieve a 10 annual growth rate in real earnings 123 Pizza will achieve its goals by introducing a product that will provide a healthy quality tasting low-calorie frozen pizza for consumers at a price below its competitors The company wants to have an entry in the healthy frozen pizza niche that consumers regard as tasty and beneficial while not burning a hole in their pockets 20 Market Outlook The frozen food market segment is a highly developed highly competitive market and is expected to continue to grow over the next several
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