Marketing plan

ENZO’S AT HOME

MARKETING PLAN

Prepared by

G.A.L.A.N.O.S Marketing

Market Research and Project III

The University of Adelaide

Tutorial: Thursday 5-6pm

Alee Moukadem a1653785 | Anthony Guzman a1671691 | Austin Pladson a1677663 Georgia Reardon a1629310 | Luke Stephenson a1644391

Contents
SECTION 1: INFORMATION INPUTS

• 
  1.1. Origin and Objectives of this Project
  
  • 
    1.1.1 Background Information
    
  • 
    1.1.2 Focus of the Plan
    
• 
  1.2. Market Size
  
• 
  1.3. Analysis of Marketing Environment
  
  • 
    1.3.1 Demographic
    
  • 
    1.3.2 Economic
    
  • 
    1.3.3 Social and Cultural
    
  • 
    1.3.4 Political and Legal
    
  • 
    1.3.5 Technology
    
  • 
    1.3.6 Competitor Analysis
    
• 
  1.4. The Trade
  
• 
  1.5. The Purchaser/ Consumer
  
• 
  1.6. Company Analysis
  
• 
  1.7. Other Research
  
• 
  1.8. Other Points
  

SECTION 2: STRATEGY, CONSUMER BENEFIT AND MARKET SEGMENT

• 
  2.1. Strategy
  
• 
  2.2. Consumer Benefit
  
• 
  2.3. Market Segment
  
• 
  2.4. Market Size
  

SECTION 3: FINANCIAL & MARKETING OBJECTIVES

• 
  3.1. Financial Objectives
  
• 
  3.2. Marketing Objectives
  

SECTION 4: MARKETING STRATEGY

• 
  4.1. Definition of Competition
  
• 
  4.2. Market Demand
  
• 
  4.3. Desired Image
  
• 
  4.4. Promotional Strategy
  
• 
  4.5. Communication Theme
  
• 
  4.6. Key Focus
  

SECTION 5: ELEMENTS OF MARKETING MIX

• 
  5.1. Product
  
  • 
    5.1.1. Product Features
    
  • 
    5.1.2. Brand Name
    
  • 
    5.1.3. Pack
    
• 
  5.2. Distribution
  
  • 
    5.2.1. Distribution Policy
    
  • 
    5.2.2. Distribution
    
• 
  5.3. Pricing
  
  • 
    5.3.1. Price Policy
    
• 
  5.4. Promotion
  
  • 
    5.4.1. Promotion Policy
    
  • 
    5.4.2. Consumer Communications
    
    • 
      5.4.2.1 Consumer Promotion
      
    • 
      5.4.2.2 Point of Sale Material
      
  • 
    5.4.3. Selling
    
  • 
    5.4.4. Public Relations
    

SECTION 6: AUDIT ACTIVITIES

• 
  6.1. Audit
  
• 
  6.2. Further research
  

BIBLIOGRAPHY

APPENDIX A

• 
  Survey
  

APPENDIX B

• 
  Brand Association
  

APPENDIX C

• 
  Environment Statistics
  

APPENDIX D

• 
  Ready-made Meals Market Statistics
  

APPENDIX E

• 
  Competitor Analysis
  

APPENDIX F

• 
  Market Research Figures
  

APPENDIX G

• 
  Swot Analysis
  

EXECUTIVE SUMMARY

This report was created in order to identify the current marketing strategies implemented by Enzo’s at Home are impacting their ability to raise brand awareness. The research undertaken highlights the lack of brand association between Enzo’s Ristorante and the sub-brand Enzo’s at Home which as a result has subsequently led to product wastage.

Enzo’s had begun as a family orientated style restaurant, which opened its doors in 1999. In 2005, Enzo’s decided to enter the ready-made meals market, establishing the Enzo’s at Home sub-brand. Enzo’s utilises a selective distribution channel, selling to independent supermarkets, namely, Romeo’s Foodland, IGA and Drakes supermarkets as well as delicatessans, fruiters and various hospitality chains. Enzo’s at Home also have a number of franchise outlets in Hindmarsh, Adelaide Central Market, Flinders Park and Linden Park.
In order to understand the market in which Enzo’s at Home operate in, research was conducted and also served as an indicator as to whether Enzo’s is a well known brand. As Enzo’s has established itself in South Australia, there is a small market where it could have a dominate effect on, as the population of South Australia is only 1.7 million people.
A step further, primary research was conducted through an online survey in order to find our target market as well as consumers, giving us an overall salary intake for each year as well as other vital variables that can give Enzo’s a better understanding of its target segmentation. Secondary data was also collected from the Australian bureau of statistics as well other government certified websites, to give us a better understanding and knowledge of specifically related matters.

Through the secondary research, the increasing demand for fresh/frozen ready meals has begun to take effect on the economic growth in this market.

SWOT analysis identified the external and internal factors that Enzo’s should take into consideration. One main aspect was the bleak marketing budget that has been the common variable for the business’s lack of branding and awareness as well as wastage.
Changes to product development by utilising technological advances, such as an easy to use website and production of the packaging itself. Furthermore, changes to product price should be taken into account, in order to have a competitive advantage in the market.
In order for Enzo’s at home to increase its awareness and at the same time cut down on wastage, this business needs to consider these vital recommendations to succeed in the market and have a greater foothold in the South Australian food market.