Marketing Plan
A. Market summary
1. Market Niche: The market niche of fast brick oven cooked pizzas has emerged over the last few years and is increasing quickly. These restaurants are specializing in personal customizable pizzas, cooked in less than five minutes. “They're carving out a market that didn't exist five years ago, riding several prominent trends in the restaurant industry, and playing off a category that, with about $35 billion in annual sales, ranks second only to burgers ($78 billion) among U.S. consumers” (Frost, 2015). While this niche is emerging around the United States quickly, none of these restaurants have ventured to Aiken, SC.
2. Target Market: The first Your Pie to open in the Central Savannah River Area (CSRA) would be located in Aiken, South Carolina with possibilities of opening future stores in Augusta, Georgia and other surrounding areas. Aiken, South Carolina is located approximately 20 miles from Augusta, GA and 55 miles from South Carolina’s capital, Columbia. The city of Aiken has a population of over 30,000 and Aiken County boasts a large population of over 164,000 residents.
In the heart of Aiken, SC is the University of South Carolina Aiken which has an ever growing enrollment that reached over 3,400 students in 2014. Alongside the
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Product strategy: Your Pie is known for their personal pizza’s customized with their 35 different fresh and premium toppings then cooked in their traditional brick oven and served fresh within minutes. Along with pizza, Your Pie offers their customers calzones, paninis, salads, gelato, and a selection of craft beers. Your Pie offers their customers options for many dietary restrictions such as gluten free dough and vegan cheeses. Also, the wide array of fresh toppings offers the customers healthier alternatives to traditional pizzas. The speed at which this high quality product reaches the customer is another major way that Your Pie is setting the bar high for their