Knockout Pizzeria: A Story of Delicious New York Style Pizza and Strategic Marketing
Knockout Pizzeria
Kirsti Bonar
Preston Carty
Nico Cortez
Eve Martinez
Kimberlin Moore
History of Knockout
Pizzeria
Patrick Farley, Co-Owner
-
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
Short Video
Marketing Manager
Interview: Kelly Schwab
Strategic Planning
Knockout Pizzeria’s
Marketing Plan
Q
: What is your marketing
strategy?
Schwab
: Build
relationships and start at a
young age, because they
will grow with your brand
and support it.
Target Market
Q: What is your current market
demographic?
Schwab: Children and families, who
will continue to be part of the
community.
Chapter 4: The Marketing
Environment
●
Demographics: Approximately 45
million people from the age 8-17.
○
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-
New York style pizza
Place-
Prime location
Promotion-
Social Media
Pricing-
Sell single slices of pizza ($3.25)
Competition and Competitive Advantage
Q
: Who are your biggest competitors
and what is your marketing strategy to
compete with them?
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”.
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)
Business Marketing
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)
●
Originality
○
Customer experience
○
Starbucks Failure (Australia)
Advertising, Public
Relations, and Sales
Promotion
Media Decisions
Media Type = Internet
●
Social Media
●
Google Searches
●
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.
from Clifton, NJ
Public Relations
Company Website
●
Sister Company:
www.flippinpizza.com
●
Knockout Pizzeria:
www.kopizza.com
Includes “Team, About,
Contact, and Menu” Tabs
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
●
○
June 2, 2012
○
Participated in the iHeartRadio
contest, “San Diego’s Best Pizza 2016”
○
Competed in 4 of 6 rounds, taking
down La Bella, Lefty’s, and Mama
Rosa
○
Defeated by sister company, Flippin
Pizza
●
○
Followers: 437
○
Posts: 181
○
Following: 176
●
○
June 18, 2009
○
Followers: 52
○
Following: 3 (California News Now,
NCT Varsity, Clave)
○
Tweets: 12
●
○
Followers: 2
“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
Knockout In the News
Measure A
☑ Vote Yes on A
What was it?
➢
Proposed campaign to develop
27 acres of land between Agua
Hedionda Lagoon and Cannon
Road
➢
15 proprietors signed on to the
Yes on Measure A campaign,
including Knockout Pizza
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
○
Unique to Carlsbad; did not franchise it
●
Offering single slices of pizza
●
Delivers
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
●
Repair page on sister website
○
“404 - Page Not Found”
●
Participate in pop-up event at Oceanside Street Fair
Questions?
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.
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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
