Marketing Strategies Of Greenwich Pizza Essay

Greenwich re-invents itself more with a more dynamic G logo to attract more customers. This brand run into is excessively an indication of how attuned the company is with the ever-changing times and evolving customer lifestyles. From its previous dark green and red change scheme, Greenwich stores were redesigned with a contemporary motif using the brighter and more dynamic colors of brilliant green and magnificent rose. The new colors and graphics help create a livelier, more inviting ambience in Greenwich stores.In addition to this, the new corporate visual identity graphics exhibit the dynamism of the brand. This new look is also complemented by crunchier and tastier pizza products. With rich loads of toppings on crunchy pizza crust, Greenwich created an ideal balance amongst the customers expectations of product quality and taste and a pleasant dining experience. A solid new look, a whole new Greenwich This is part of Greenwichs continuing effort to reach out(p) to pizza l overs all over the Philippines. POWERFUL ADVERTISING Greenwich aggressively harnesses tri-media to communicate all the benefits consumers can enrapture at Greenwich.This is augmented by the use of outdoor advertising materials and merchandising collaterals that help heighten usual awareness of Greenwich offerings. All these complete effective campaigns and exciting promotions that inevitably translate to high sales performance. Greenwich focuses its selling campaign on the yindie groups and the strategy has worked wonders. The term yindie has been around for a while now, although it did not become a buzz word like yuppie. It is defined in dictionaries as an informal term referring to a psyche who combines a lucrative career with non-mainstream tastes.From a pizza chain that was ranked five eld past somewhere in the bottom of the industry ladder with other small pizza stores, Greenwich has become the nary(prenominal) 1 pizza chain in the country, accounting for at least 60 per cent of the P5-billion mart. Our grocery share is now bigger than those of the other two major pizza chains in the country, combined, says Luis U.Velasco III, merchandise director of Fresh N Famous Foods Inc. , maker of Greenwich pizza and a member-company of the Jollibee Foods group.Velascosaysthecampaignfocusingonthebarkadasstartedwhen,after conducting research five years ago, the company realized it was nowhere to be found in the pizza industrys mention of major players.It was lumped with the rest of small players, which were hardly making a dent in the pizza market. We fixed that we want our brand to be stronger in the minds of our consumers. We took a closer look at our products, identified our strongest offering, which is pizza, and canvass its characteristics. We then looked for the type of market that we wanted to talk to, Velasco recounts. Pizza is a fun product, adventurous considering the umteen kinds of toppings one can put on it, less formal as you eat it with you r bare manpower whether sitting or standing and it is a type of food that people enjoy eating when shared, he says.Given the characteristics of its main product offering, it was mulish that Greenwich pizza and the yindies were a perfect match. Just like Greenwich pizza, the yindie market is casual, more adventurous, hip and fun, and interactive and inclusive. As Greenwich turned its focus on this segment of the market, the company decided to level up and redefine itself from being a steadfast-food to a fast-casual chain of restaurants. Our roots are fast food and we are not abandoning it, we are only upgrading the customers experience in our restaurants, Velasco says.To transform into a fast-casual restaurant, Greenwich did a makeover of all of its outlets, improved on its pizzas in terms of quality and the varieties of its offering, made its pastas (especially the lasagna) at par with the offerings of make up some fine-dining restaurants in the metropolis, introduced other fun food like chicken wings, offered full meals and even breakfast meals in some outlets. We upgraded our looks and our service to customers. Our offerings now are not the usual fast-food type of products anymore, Velasco says. We have been cognise as the affordable pizza option, that is fine and we are keeping that. But we also want to be known for good taste, quality service and a part of the barkada.