Marketing Strategies Of Greenwich Pizza Essay

Greenwich re-invents itself more with a more propellant G logotype to attract more customers. This brand look is also an indication of how attuned the community is with the ever-changing times and evolving customer lifestyles. From its previous dark green and rosy color scheme, Greenwich stores were redesigned with a contemporary motif using the brighter and more dynamic colors of brilliant green and vivid rose. The new colors and graphics help create a livelier, more inviting ambience in Greenwich stores.In addition to this, the new corporate visual identity graphics shew the dynamism of the brand. This new look is also complemented by crunchier and tastier pizza pie pie intersections. With ample loads of toppings on crunchy pizza crust, Greenwich created an ideal balance between the customers expectations of product quality and taste and a pleasant eat experience. A whole new look, a whole new Greenwich This is come out of Greenwichs continuing effort to reach out to piz za lovers in all over the Philippines. POWERFUL ADVERTISING Greenwich aggressively harnesses tri-media to communicate all the benefits consumers flush toilet enjoy at Greenwich.This is augmented by the use of outdoor advert materials and merchandising collaterals that help heighten public awareness of Greenwich offerings. All these terminated effective campaigns and exciting promotions that inevitably translate to high sales performance. Greenwich focuses its trade campaign on the yindie groups and the strategy has worked wonders. The term yindie has been around for a duration now, although it did non become a buzz word like yuppie. It is outlined in dictionaries as an informal term referring to a person who combines a lucrative career with non-mainstream tastes.From a pizza chain that was ranked louver age ago somewhere in the bottom of the industry head for the hills with other small pizza stores, Greenwich has become the No. 1 pizza chain in the country, accounting for at least 60 percent of the P5-billion mart. Our market share is now bigger than those of the other two major pizza chains in the country, combined, says Luis U.Velasco III, marketing director of Fresh N Famous Foods Inc. , maker of Greenwich pizza and a member-company of the Jollibee Foods group.Velascosaysthecampaignfocusingonthebarkadasstartedwhen,after conducting research five years ago, the company realized it was nowhere to be found in the pizza industrys list of major players.It was lumped with the rest of small players, which were but making a dent in the pizza market. We decided that we call for our brand to be stronger in the minds of our consumers. We took a closer look at our products, identified our strongest offering, which is pizza, and studied its characteristics. We then looked for the type of market that we wanted to blither to, Velasco recounts. Pizza is a fun product, adventurous considering the many kinds of toppings one sack up put on it, less formal as yo u eat it with your sodding(a) hands whether sitting or standing and it is a type of nutrient that people enjoy eating when shared, he says.Given the characteristics of its main product offering, it was decided that Greenwich pizza and the yindies were a perfect match. Just like Greenwich pizza, the yindie market is casual, more adventurous, hip and fun, and interactive and inclusive. As Greenwich turned its focus on this segment of the market, the company decided to level up and redefine itself from universe a fast- nutrient to a fast-casual chain of restaurants. Our roots are fast food and we are not abandoning it, we are only upgrading the customers experience in our restaurants, Velasco says.To translate into a fast-casual restaurant, Greenwich did a makeover of all of its outlets, improved on its pizzas in equipment casualty of quality and the varieties of its offering, made its pastas (especially the lasagna) at par with the offerings of counterbalance some fine-dining re staurants in the metropolis, introduced other fun food like chicken wings, offered full meals and even breakfast meals in some outlets. We upgraded our looks and our service to customers. Our offerings now are not the usual fast-food type of products anymore, Velasco says. We have been known as the affordable pizza option, that is fine and we are keeping that. But we also want to be known for good taste, quality service and a part of the barkada.