Knockout Pizzeria: A Story of Delicious New York Style Pizza and Strategic Marketing
Knockout Pizzeria, founded in 1996 and later bought by Tim and Patrick Farley, aims to bring New York style pizza to the west coast. The pizzeria's strategic marketing approach includes building relationships from a young age and targeting a market demographic of children and families. With a prime location, social media promotion, and selling single slices of pizza, Knockout Pizzeria competes with rivals Pizza Port, Paradise Pizza, and N.Y. Pizzeria by engaging with the community and offering unique events. Dive into the success story of Knockout Pizzeria and learn about its marketing strategies for competitive advantage.
- Knockout Pizzeria
- New York Style Pizza
- Strategic Marketing
- Competitive Advantage
- Community Engagement
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Presentation Transcript
Knockout Pizzeria Kirsti Bonar Preston Carty Nico Cortez Eve Martinez Kimberlin Moore
History of Knockout Pizzeria
- Founded in 1996 - Bought by Tim and Patrick Farley in 2007 - Goal to bring New York style to the west coast - How it s made - Local marketing strategy Patrick Farley, Co-Owner
Short Video knockoutpizza
Marketing Manager Interview: Kelly Schwab
Knockout Pizzerias Marketing Plan Q Q: What is your marketing strategy? Schwab Schwab: Build relationships and start at a young age, because they will grow with your brand and support it.
Target Market Chapter 4: The Marketing Environment Q: What is your current market demographic? Demographics: Approximately 45 million people from the age 8-17. Schwab: Children and families, who will continue to be part of the community. 77% of teens own a cell phone and 75% are on social media.
Marketing Mix It refers to the unique blend of the four P s (Product, Place or Distribution, Promotion, and Pricing Strategies) Product Product- - New York style pizza Place Place- - Prime location Promotion Promotion- - Social Media Pricing Pricing- - Sell single slices of pizza ($3.25)
Competition and Competitive Advantage Q Q: Who are your biggest competitors and what is your marketing strategy to compete with them? Chapter 2: Strategic Planning for Competitive Advantage SWOT Analysis - The firm should identify its internal strengths (S) and weaknesses (W) and also examine external opportunities (O) and threats (T) Schwab Schwab: Pizza Port, Paradise Pizza, and N.Y. Pizzeria. We compete with them through social media and doing community events. The others do not engage much with the community, instead they offer 20% off nights .
Strategic Alliance Microbrewery Karl Strauss (2009) Mixing and matching the different blends of high-quality beer with great pizza will make pizza nights a fun and flavorful event. -Patrick Farley Atmosphere & Diversity Relationship Marketing Loyal consumers vs. Price conscious consumers Competitive Advantage (Continued) German Community
Cross-Cultural Marketing Subsidiaries Sister company Flippin Pizza International Locations Mexico City, 2012 Middle East (Dubai), 2014 Alternate Menus Accommodating consumers of host country Offering a unique experience Starbucks Failure (Israel)
Advertising, Public Relations, and Sales Promotion
Media Decisions Public Relations Company Website Media Type = Internet Social Media Sister Company: www.flippinpizza.com Google Searches Knockout Pizzeria: www.kopizza.com Yelp/ Reviews: Closest to a New York slice that we have had in California. Service was great, friendly and relaxed atmosphere, but best of all the pizza is money! - Marc D. Marc D. from Clifton, NJ Includes Team, About, Contact, and Menu Tabs from Clifton, NJ
Sales Promotion Yelp Us Out and get a free salad or appetizer 2 slices and a drink for $7 Hotel program, Report Card Program, Apartment Complex promo for new residents in the complex (Loyalty Marketing)
Social Media and Marketing
Social Media Tools Facebook Instagram June 2, 2012 Followers: 437 Participated in the iHeartRadio contest, San Diego s Best Pizza 2016 Posts: 181 Following: 176 Competed in 4 of 6 rounds, taking down La Bella, Lefty s, and Mama Rosa Twitter June 18, 2009 Defeated by sister company, Flippin Pizza Followers: 52 Following: 3 (California News Now,
There was someone in charge of the social media for Knockout but she left, and since then Jeff (co- owner) is in charge of social media ---- Kelly Schwab, Community Marketing and PR Specialist
What was it? Proposed campaign to develop 27 acres of land between Agua Hedionda Lagoon and Cannon Road Measure A 15 proprietors signed on to the Yes on Measure A campaign, including Knockout Pizza Vote Yes on A What would it mean? Luxury mall would have been built Ultimately failed to pass by voters
Positives Local establishment Loyalty to brand Know the people behind the product Unique community (at the heart of Carlsbad) Personalized service Impacting the North County community Donated $12,000 to the Vista and Encinitas education foundations Donated pizza, funds and time to organizations like the Moonlight Cancer Foundation, Boys & Girls Clubs and local high school and Little League teams Original concept
Negatives No tangible use of media (magazine ads, coupons) Under two different names (confuses customers) Small location Only New York Style Pizza No one controlling Social Media; informal posts
Recommendations Update Twitter/Instagram accounts Consistent Posts (last tweet was made September 10th, 2009) Follow well-known, respected establishments Social Media Marketing Specialist Create Application iPhone Samsung LG
