PM Pizza-4Ps-copy - PM Pizza-4Ps-copy - Tài liệu tham khảo | Đại học Hoa Sen

BỘ GIÁO DỤC VÀ ĐẠO TẠO
TRƯỜNG ĐẠI HỌC HOA SEN FINAL REPORT TOPIC:
NEW PRODUCT FOR PIZZA 4P’S Subject: Product Management Class: 0300 Instructor: TRẦN THỊ THU HIỀN Group: 6
1. Đinh Nguyễn Như Ý 22013630 2. Trần Thảo Anh 22107763 3. Lại Thụy Mai Vy 22104782
4. Nguyễn Huỳnh Hoàng Anh 22122852
5. Nguyễn Huỳnh Hoàng Anh 22122852 6. Hoàng Minh Hiếu 22114247
TP. Hồ CHí Minh, tháng 11 năm 2023 TABLE OF CONTENT
TABLE OF TABLES...................................................................................................................v
TABLE OF IMAGES.................................................................................................................vi
PHASE 1: OPPORTUNITY IDENTIFICATION................................................................1
1.1 Micro environment.................................................................................................................. 1
1.1.1. Customers:...................................................................................................................................................... 1
1.1.2. Solid supply source:................................................................................................................................... 2
1.1.3. Dedicated staff:............................................................................................................................................. 2
1.1.4. Pizza 4P’s competitors:............................................................................................................................ 2
1.2 Macro environment................................................................................................................. 3
1.2.1. Demographics............................................................................................................................................... 3
1.2.2. Economy........................................................................................................................................................... 4
1.2.3. Natural.............................................................................................................................................................. 4
1.2.3. Technology:.................................................................................................................................................... 4
1.2.5. Political and social environment........................................................................................................ 5
1.3 Opportunities............................................................................................................................ 6
1.3.1. Opportunity 1: Online Ordering and Delivery Optimization...............................................6
1.3.2. Opportunity 2: Menu Innovation and Specialized Offerings................................................6
1.3.3. Opportunity 3: “From farm to table”:............................................................................................... 7
1.3.4. Opportunity 4: Tech Integration for Customer Engagement...............................................7
1.3.5. Opportunity 5: Expansion and Collaborations............................................................................ 7
1.4 Product Innovation Charter (PIC)....................................................................................... 8
1.4.1 Background..................................................................................................................................................... 8
1.4.2. Focus.................................................................................................................................................................. 8
1.4.3. Goals and Objectives.................................................................................................................................. 9
1.4.4. Degree of innovativeness........................................................................................................................ 9
1.4.5. Quality............................................................................................................................................................... 9
PHASE 2: CONCEPT GENERATION................................................................................10
2.1. Forming Ideas....................................................................................................................... 10
2.2 VRIN Model............................................................................................................................ 15
2.3. Product Concepts.................................................................................................................. 19
PHASE 3: CONCEPT EVALUATION................................................................................24
3.1 Initial reaction........................................................................................................................ 24
3.2 Concept testing survey.......................................................................................................... 25
3.3 Scoring model......................................................................................................................... 29
PHASE 4: PRODUCT DEVELOPMENT...........................................................................32
4.1 Product Design....................................................................................................................... 32
4.2 Product Architecture............................................................................................................ 32
4.3 Prototype................................................................................................................................. 34
PHASE 5: LAUNCHING PRODUCT..................................................................................35
5.1 Market testing........................................................................................................................ 35
5.2 Strategic Launch Planning................................................................................................... 35
5.3 Differentiation........................................................................................................................ 36
Table 8. Differentiation of rivals................................................................................................. 36
5.4 Positioning............................................................................................................................... 36
5.5 Branding.................................................................................................................................. 37
5.6 Price.......................................................................................................................................... 38
5.7 Place......................................................................................................................................... 38
5.8 Promotion................................................................................................................................ 38
5.9 ATAR model........................................................................................................................... 39
CONCLUSION..........................................................................................................................41 ABSTRACT
The following report provides an overview of the collaborative process
and team discussions regarding the planning and development of Pizza 4P's new
pasta product line. After considering the current state of the product and its future
direction, our team made the decision to focus on developing the concept named
Purple dragon fruit pasta as a new product in the Product Management course.
This choice was made after carefully considering both subjective and objective
factors, taking into account customer preferences and behaviors. ACKNOWLEDGEMENT
We would like to sincerely thank and deeply appreciate the HOA SEN
University instructors for setting up the necessary conditions for us to have a
valuable subject. We also have a great deal of knowledge with the research and
product development process after taking this course.
We also like to express our gratitude to Lecturer Tran Thi Thu Hien for
her enthusiastic leadership and guidance during the course of our education.
Errors may inevitably occur during the test and report-writing processes
and I sincerely hope that you will pardon them. Simultaneously, the study has
limitations owing to its restricted theoretical background and practical
experience. As such, we welcome your feedback and recommendations to expand
our knowledge base. in anticipation of report. TABLE OF TABLES
Table 1. Perceptual Map for new Pizza 4P’s product ideas............................................11
Table 2. VRIN Model......................................................................................................16
Table 3. Product concept.................................................................................................20
Table 4. Table of initial reaction technique.....................................................................24
Table 5. Scoring Model...................................................................................................30
Table 6. Product Architecture..........................................................................................32
Table 7. Strategic Launch Planning.................................................................................35
Table 8. Differentiation of rivals.....................................................................................36 TABLE OF IMAGES
Image 1. Perceptual mapping..........................................................................................12
Image 2. Product design..................................................................................................32
Image 3. Logo..................................................................................................................37 TEAM MEMBERS EVALUATION Đinh Nguyễn Hoàng Nguyễn
Trần Thảo Lại Thụy Trần Thị Full name Huỳnh Minh Như Ý - Anh - Mai Vy - Thanh Đào SID Hoàng Anh Hiếu- 22013630 22107763 22104782 - 22122687 - 22122852 22114247 Attending 20 Meeting on 20 20 20 20 20 Time (20 %) Contributing to 20 Discussion 20 20 20 20 20 (20 %) Completing 20 Tasks on Time 15 20 20 20 20 (20 %) Delivering High 20 Quality Tasks 20 20 20 20 20 (20 %) Presentation 20 20 20 20 20 20 (20 %) Overall Score 100 95 100 100 100 100 (100 %)
PHASE 1: OPPORTUNITY IDENTIFICATION 1.1 Micro environment 1.1.1. Customers:
Pizza 4P's targets consumers 18 years and older who live and work in big
cities such as Ho Chi Minh City, Hanoi, Da Nang, and Hai Phong. In addition,
eating out is also becoming an essential part of modern life due to the increasing
demand for making friends, meeting business partners, most of whom are
students or people with stable income. Outside careers increase depending on
where they live. For that reason, Pizza 4P's also aims to be stimulated by the
simplicity and appeal of the food, the quality of the need to contact and meet, and
the standards of Vietnamese consumers about delicious foods. Customers who
love food, want to gather to eat, enjoy food outside, skip the common parties, or
maybe couples, or families. The family wants to have a sunset dinner together at
a restaurant.cheese will create favorable and loving consumers, which will make
them willing to pay for its product food 12 of life, immerse yourself in the meals
and joys of life offered by Pizza 4P's. Because the price of products at Pizza 4P's
ranges from 250,000 - 500,000VND/serving. With the integration of many
cultures, the love for cheese is one of the top reasons why Pizza 4P's wants to
reach customers with a fairly average income - over 7 million VND a month.
Promoting foreign dishes such as Pizza 4P's - which produces 8 types of cheese
with different flavors Pizza 4P's also regularly launches pizzas with unique and
new flavors, making it one of the groups of modern people. , likes to try new
things and is also someone who enjoys life. It is a fake flavor. Different
businesses have helped businesses strongly enter the Vietnamese market. Pizza
4P's guides consumers 18 years and older to live and work in big cities like Cho
City. Pizza 4P's hits VNM of Vietnamese people who love cheese for its customers
1.1.2. Solid supply source:
Pizza 4P's owns many sustainable local sources of supply, ensuring the
deliciousness of the ingredients. This contributes to the high quality of the dish.
1.1.3. Dedicated staff:
The attitude and service provided at Pizza 4P's brings comfort to
customers. Staff are very professional and enthusiastic.
1.1.4. Pizza 4P’s competitors: 1.1.4.1. Pizza Hut Advantage:
- Global scale: Pizza Hut has an extensive global network, which can provide
marketing and promotional strategies globally.
- Strong brand: Pizza Hut is a famous brand that can take advantage of the benefits
of brand recognition to attract customers. Defect:
- Mass production of products: Due to its large scale, Pizza Hut may have to use
mass production of products, reducing product personalization.
- High advertising costs: Global advertising costs can be quite a challenge,
especially for small businesses. 1.1.4.2. Pizza Company Advantage:
- Localization: The Pizza Company can focus on creating products and services
that meet the specific needs of the local market.
- Menu diversity: Offering a variety of pizzas and other conscious dishes to meet the diversity of the market. Defect:
- Global regulatory regime: Compared to Pizza Hut, The Pizza Company's
international regulation may limit its ability to compete globally.
- Brand recognition may be lower: Compared to Pizza Hut, The Pizza Company's
brand may be less strongly recognized.