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Dough Pizza Company’s Go-to-Market Strategy Report

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Updated: May 21st, 2021

Promotion-Marketing Activity

Dough Pizza needs to implement mechanisms that will enable the targeted market to get constant information regarding its products. Creating awareness about the existence of a new product influences customers’ purchase decisions. Dough Pizza has a variety of strategies, which it can adapt to persuade clients to purchase its pizza, salads, and subs. For instance, this company can influence consumers’ purchase plans through televised advertisements where issues regarding the quality and affordability of its commodities are communicated to the audience.

It can also deploy social media as a tool that can effectively encourage customers to acquire the company’s commodities (Flórez, Escobar, Restrepo, Arango-Botero, & Valencia-Arias, 2018). This business can also use word-of-mouth to familiarize the market with its commodities. Using the above strategies will enable the targeted market to obtain the appropriate information concerning Dough Pizza’s exceptional products, hence influencing customers’ decisions to acquire them.

However, the use of social media is the most effective way of promoting and advertising Dough Pizza’s products. This claim is founded on the awareness that many of its anticipated clients are college students and other individuals who have embraced technology to the extent of being in constant access to the Internet where they socialize with their colleagues (Flórez et al., 2018). Hence, using Facebook or Twitter will be a remarkable promotion and advertisement opportunity for Dough Pizza because it will have the chance to interact with the highest number of clients.

Some of the critical marketing activities that Dough Pizza needs to do persistently to ensure that its commodities are sold include:

  1. Responding to customers’ requests in time
  2. Continuously emphasizing the uniqueness of its commodities
  3. Preserving the recommended product quality standards
  4. Communicating constantly to customers using a straightforward language
  5. Engaging in continuous market research

Marketing Budget

Strong businesses ensure that clients are familiar with them, including what they offer and their specific locations (Katz & Green, 2017). Hence, they need effective marketing strategies that enable them to be recognized by prospective clients (Leone, 2018). Although such marketing approaches communicate the existence of a business, including its products, the anticipated goals cannot be accomplished without a marketing and advertisement budget. Such a budget is accompanied by practical actions, for instance, the printing of brochures, public relations campaigns, and financing television advertisements (Leone, 2018; Katz & Green, 2017).

For Dough Pizza, advertising and marketing its commodities may cost approximately USD 20,000 per year. This amount is high because Dough Pizza is a new business that has to constantly advertise itself on many platforms, including roadshows and the use of marketing agents who need to verbally convince clients’ of this company’s outstanding products.

The above budget is adequate to facilitate the generation of the projected revenue of USD 96,000 for the first year. It covers the cost of advertising, marketing, and public relations activities. Part of this money, approximately USD 4000, will cover print and televised advertising where it is expected to persuade college students to acquire Dough Pizza’s quality products at a reasonable price. Constant reminders through television will help to boost the loyalty of the existing clients while at the same time attracting new others.

Another amount, USD 5000, will be allocated to the designing and printing of materials such as brochures, which will be used by marketing agents to create community responsiveness about the existence of Dough Pizza. This strategy is expected to draw additional clients who will contribute to the realization of the projected revenue. Public relations, roadshows, and website development will cover USD 11,000.

This amount will ensure that Dough Pizza is available on various social media platforms, including Twitter and Facebook, where most of its potential customers will be obtained. Hence, the overall purchases from customers will be enough to generate the projected yearly revenue of USD 96,000.

References

Flórez, L. E. G., Escobar, M. I. C., Restrepo, A. H., Arango-Botero, D., & Valencia-Arias, A. (2018). Influence of social networks on the purchase decisions of university students. Cuadernos de Gestión, 18(1), 61-84. Web.

Katz, J., & Green, R. P. (2017). Entrepreneurial small business (5th ed.). New York, NY: McGraw-Hill Education.

Leone, C. (2018). Web.

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IvyPanda. (2021, May 21). Dough Pizza Company's Go-to-Market Strategy. Retrieved from https://ivypanda.com/essays/dough-pizza-companys-go-to-market-strategy/

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"Dough Pizza Company's Go-to-Market Strategy." IvyPanda, 21 May 2021, ivypanda.com/essays/dough-pizza-companys-go-to-market-strategy/.

1. IvyPanda. "Dough Pizza Company's Go-to-Market Strategy." May 21, 2021. https://ivypanda.com/essays/dough-pizza-companys-go-to-market-strategy/.


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IvyPanda. "Dough Pizza Company's Go-to-Market Strategy." May 21, 2021. https://ivypanda.com/essays/dough-pizza-companys-go-to-market-strategy/.

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IvyPanda. 2021. "Dough Pizza Company's Go-to-Market Strategy." May 21, 2021. https://ivypanda.com/essays/dough-pizza-companys-go-to-market-strategy/.

References

IvyPanda. (2021) 'Dough Pizza Company's Go-to-Market Strategy'. 21 May.

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