A Slice of Advice : a Social Media Marketing Plan for Bimbo's Pizza
Eshuis, Lucas J.
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This paper presents a marketing plan for Bimbo's Pizza, a small pizzeria located in downtown Kalamazoo looking to strengthen their brand identity and interact more with customers. This plan will take into account their limited budget by using only social media, a free outlet with a broad reach that will be used to market the product and promote the company. This project begins with a literature review that focuses on topics relevant to the plan, namely: consumer behavior and purchasing motivation, product classification, differentiation, and social media marketing techniques. The literature reveals many important implications for Bimbo's Pizza, which will be discussed in the Connection section. Then, an in-depth analysis of the macro and micro market environments will take place to gain a better understanding of current market trends. Furthermore, the competing pizzerias in Kalamazoo will be compared and contrasted to highlight the strengths and weaknesses of each competitor in terms of product, distribution, and marketing strategies. Finally, a formal marketing strategy and social media plan will be laid out in detail to help Bimbo's Pizza achieve their goal of interacting with customers and strengthening their brand identity. All aspects of the marketing plan will be covered, including the timing, financials, and type of content that will be posted. Lastly, a follow-up and review of the plan is featured, including the measurement of success and ideas for innovation in the future.