Papa Johns Pizza Marketing Strategy & Marketing Mix (4Ps)
Published by MBA Skool Team, Last Updated: February 02, 2019
Marketing Strategy of Papa Johns Pizza analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Papa Johns Pizza marketing mix, help the brand succeed.
Papa Johns Pizza marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Papa Johns Pizza Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Papa Johns Pizza Product Strategy:
The product strategy and mix in Papa Johns Pizza marketing strategy can be explained as follows:
Papa John’s Pizza is a pizza-restaurant chain serving not only pizza but other food items like tacos, nuggets, French fries, poppers, beverages, canned items, etc. Its products have a unique taste of their own and are flavored by secret recipes known only to selected people. Another highlighting point about Papa John’s Pizza is that its taste is consistent across its various stores globally hence ensuring both reliability, a bench mark and consistency in its products. It also offers a lot of options to its customers in the pizza segment like small, medium, large, extra-large pizzas or in terms of the crust being extra cheesy, thin or crunchy, etc as a part of its marketing mix product portfolio. It has options for both its vegetarian and non-vegetarian customers with options between paneer, meat fillings, or beef, etc.
Some of Papa John’s Pizza’s main products are
1.The Veg Classic and in it also various options like cheese or with margarita
Each of these have various sub options and provide a plethora of options for the customers to enjoy
Papa Johns Pizza Price/Pricing Strategy:
Below is the pricing strategy in Papa Johns Pizza marketing strategy:
Papa John’s Pizza has a competitive pricing policy.
Since the players in this segment are many both in the global levels and also in the local level, Papa John’s Pizza has a very competitive pricing strategy and has prices comparable to that of some of its main competitors like Dominos, Pizza Hut, etc. Variable pricing is also there ie its products are available both in different sizes and flavors and hence are priced differently for each type of product. Combination pricing is also adopted by Papa John’s Pizza. As most of the players in the pizza-restaurant segment do Papa John’s also has combo pricing scheme wherein the products offered in the combo if bought individual would cost cumulatively more than in the combo. Promotional pricing strategy offers discounts and other offers during special occasions to increase its reach and also the sales. Its margin from royalty by franchises is 5%
Following is the distribution strategy in the Papa Johns Pizza marketing mix:
Papa John’s Pizza is a truly global company today with its reach in more than 40 countries. It has its headquarters in Kentucky, United States. It has very robust and salient distribution and supply chain network with people from different countries working towards the optimization and in the system as well. Papa John’s Pizza operates in countries like Spain, the U.K., Pakistan, Singapore, France, Portugal, UAE, China, India, etc. It today has more than 4400 franchise stores and a total of 5000 establishments all over the world. These establishments also include its owned stores. While timely distribution is its focus it emphasizes on consistency on terms of its taste so as to ensure customer retention and trust in the market.
It has a robust online presence as well where you can order by its website or on your mobile application.
Papa Johns Pizza Promotion & Advertising Strategy:
The promotional and advertising strategy in the Papa Johns Pizza marketing strategy is as follows:
Papa John’s Pizza has a multi-channel approach when it comes to promotion. It uses both traditional mass media promotional channels like T.V, Newspapers, Radio, etc. and also modern media channels like the social media channels like Facebook, YouTube, etc. Sports based strategy are also adopted by Papa John’s Pizza. Its major promotional funds are diverted towards the sports partners and sponsors it gets into, like with the Super Bowl and other teams from various different sports and hence reaching a wider audience. It also has official selling rights in many of the stadiums in the U.S. It has a catchy and product-centric slogan of ‘Better ingredients, better pizza, papa John’s’. Incentive Marketing strategies include reward systems which play a major role in incentivizing the customers into buying the pizza regularly, it gives reward points to both its regular customers and to those customers who order by their online website.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Papa John’s Pizza.
Papa John’s Pizza has one of the finest services and that is because of its people workforce. Each employee at the company looks to give customers the best experience when they visit their store. Papa John’s Pizza also focuses its people strategy for its customers.
There are many business processes which are adopted by Papa John’s Pizza to ensure smooth operations of the business and high customer satisfaction. From procurement of food items to timely cooking of pizzas to delivering customers on time, all these processes help the business grow.
Papa John’s Pizza’s biggest physical evidence are its outlets. There branding, specific colors, cutlery, pizza boxes etc are all standardised for the customers. The website also adds to the physical presence as customers can browse the menu and also order online. Hence this completes the marketing mix of Papa John’s Pizza.
About Papa John’s Pizza:
Papa John’s Pizza started in 1984 in the town of Jeffersonville in Kentucky, U.S.A. It is a well-known pizza-restaurant chain and is one of the more famous chains all across the world. It was started by John Schnatter also commonly known as “papa”. Who started the pizza business on the back of his father’s business, he started off by selling his car to buy materials for making his pizzas. After this the unique taste of the pizza made it an instant hit among the people and slowly but gradually it became famous first in the U.S.
and then in the European countries and then all over the world. Papa John’s Pizza is today the 4th largest pizza chain in the world, with over 4400 franchise stores, over 5000 establishments, it operates in more than 40 countries today and has an net Income of more than US$ 100 Million and revenue of US$ 1.8 Billion.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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