2. Overview
● Executive Summary
● Company Description
● Strategic Focus & Plan
● Situation Analysis
● Market-Product Focus
● Marketing Program
● Organization
● Implementation Plan
● Evaluation
● Questions
3. Executive Summary
The following marketing
presentation is:
● A five year marketing plan
● A collection of historical
progress
● Future ventures they plan
to achieve
4. Company Description
● Small family owned Business
● Came to Burlington, Vt. 25 years ago
● Known for great quality pizza
5. Strategic Focus & Plan
Mission
● To express and keep the importance of the
quality of pizza on high standards
Goals
● Financial and non-financial
Sustainable Competitive Advantage
● Retention, Expansion, Retail and Franchise
6. Situation Analysis
High Quality Product
and Ingredients
College Students
can be won over
with quality
Focus on showing
Quality
Get people trying it
7. Market-Product Focus
Marketing and Product Objectives
● Current/New Markets
● Food Service
● New Products
Points of Difference
● Valued ingredients
● Valued variety
● Family Values
● socially responsible
Positioning
● Visuals
● Twitter
● Community involvement
8. Marketing Program
● Adding visuals to the website
● Ways to use Twitter:
○ Fast Facts about the company
○ discount codes / sales / connections
○ Surveys → Retweets vs. Favorites
○ Acquiring / retaining Employees
11. Evaluation
● It is predicted that Leonardo’s will be to attain
these future endeavors within the next five
years of business by:
○ keeping yearly reports
○ replicating business strategies that have
worked for new location
○ Yearly comparisons of data analysis
● The results will be:
○ Growth in the company
○ Franchising
○ Success!
