Case Study 4: Pepe’s Pizzeria Delivers Every Day If you’re a pizza lover, you’d

Question

Case Study 4: Pepe’s Pizzeria Delivers Every Day If you’re a pizza lover, you’d say that a sizzling hot, fresh pizza sells itself. If you happen to live in Southern New England - and be a pizza lover - you’d probably say that everyone knows about Pepe’s Pizzeria. Pepe’s has built a loyal following through the years. “People have adopted Pepe’s as their own through generations,” notes CEO Ken Berry. This word-of-mouth advertising is impossible to buy or replicate, and it helps strengthen the brand. But it also represents a challenge, in that these loyal customers arrive at the restaurant with high expectations. If they bring friends or family, they expect those guests to be served a top-notch meal, much as if they were entertaining in their own home. When Pepe’s co-owners decided to expand from its initial location several years ago, their strategy included replicating every aspect of the Pepe’s dining experience -- right down to the furniture and uniforms of the wait staff. They wanted customers to walk right into the new location in Fairfield, Connecticut, and feel right at home. The response was positive, as 200 people showed up to wait in line for their own piece of Pepe’s pie. Pepe’s approach to advertising is straightforward. The pizza sells itself -- one bite, and pizza lovers are hooked. So the main objective is to make customers aware of the restaurant, which now has several locations in the tri-state area surrounding New York City. As new locations open, Pepe’s alerts current customers with a simple message printed on top of each pizza box. The company also advertises the grand opening of a restaurant with billboards along the interstate highway and direct mailing efforts. Pepe’s has also recently ventured into social media with a Facebook page and Twitter account, which Berry refers to as “the new word of mouth”. Educating consumers about Pepe’s is the second advertising objective. With such a tasty product, what better way to attract new customers than to let them discover that the proof really is in the pie? Now when Pepe’s launches a new restaurant, they give away free pizza for about a week before the grand opening. This promotion serves three purposes: employee training, equipment testing, and introducing Pepe’s to new customers.All of Pepe’s efforts roll together with one overall goal. “Our challenge is to build our brand and protect it,” says Berry, “and to make sure we deliver every day.” With the popularity of Pepe’s in the northeast, they seem to be accomplishing their goal.

Questions Chapter 11 - The Communication Process There are several issues related to message structure (e.g. order of presentation, verbal vs. visual message, etc.) and message appeal options (comparative/fear/humor) that a company should consider when developing a marketing communication. Describe a potential marketing communication for Pepe’s, including discussion of one issue related to message structure and one choice of message appeal.

Explanation / Answer

according to the case the pepe Pizzeria has a focus to create a brand recognition of pizza The marketing communication programs used were word of mouth, Billboards, social mediaprint mesaages and kind of sale promotion by giving free Pizza to customers before opening. As a potential Marketing communication startegy the Pepe Pizza should incorporate the relationship as a key component of its communication startegy. The Company should focus on the Print Advertisment and Television commericals to create a brand recognition in the new locales with a message to develop a relationship with customer.the kind of mesaage structure the pepe pizzeria has does not reflect the customer company long term relationship. It not only the taste that hooks the customer but also the relationship that creates more and more customers and retains the loyal customer.

As far as the message Appeal is considered the pepe pizzeria is offering a service the appeal should have a content of humour because it is obsereved that humour catches more attention and can evoke positive feeling good mood with brand being advertised.

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