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Pizza Corner plans repositioning with Grey World Wide as its agency

07-February-2005
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Pizza Corner plans repositioning with Grey World Wide as its agency

Pizza Corner is going through a face of transition with the company undergoing a number of modifications. For starters, Grey World Wide is the new creative and media agency for Pizza Corner, replacing Bull's Eye Media.

Global Franchise Architect, which manages Pizza Corner India, has introduced Coffee World, a premiere coffee chain of Thailand, in India with first outlet being opened in Bangalore recently. "We plan to expand to Chennai, Hydreabad, Delhi and Mumbai through the franchise route by as early as March. And as this is side by side with Pizza corner, we wanted a bigger agency to handle our accounts. So we went ahead with Grey Worldwide," said Parag Dutta, COO, Pizza Corner India Pvt Ltd.

On being asked about the strategy to counter competition, Dutta said, "We have our USP's by which we aim to be the number one choice. Domino's, for instance, is entirely a delivery chain but we on the other hand, have a dynamic experience that is added on to our delivery. Product wise, we are the only ones offering a hands-on-pizza, which is a freshly made at that particular moment. Our localization is a little stronger than other existent players and our prices are very competitive."

"We are among the most popular chains in South and we are striving to get the same popularity in other metros. We haven't been very strong in Delhi and other areas simply because we haven't expanded enough. So we are planning expansion on those lines," he added.

In an effort to leverage the brand, Pizza Corner will also introduce more innovative products and value based services. There will be a new menu launched before February end in addition to new print ads. They are also plans to introduce a special menu for children in the month of April.

Pizza Corner's new TVC will be on air in the month of April. And as the company has positioned itself as a family oriented chain, we will not see any celebrity endorsement unlike in the case of Coffee World, which is in the process of finalising its celebrity. "We are a family oriented and children centric chain. The first quarter is busy with exams etc. so we will wait for the second quarter to release our new TVC", explained Dutta.

"We started in India eight years ago and I think we are one of the first chains to go abroad, with a product which is handled by the Indian management altogether. We have targeted to reach four countries by the month of May or June this year namely Srilanka, China, Bangkok and UAE."

The company is indulging in a lot of tie-ups as its marketing initiative. Says Dutta, "We have a marketing tie up with FORD where we had given away a car, laptops etc. that worked out very well for us. We are coming up with something similar in March where we will tie up with another car company."

As a brand extension strategy, Pizza Corner is re-launching its comic book Zzapi Nercor in the month of April. The chain has been churning out comic books targeted at the age group of 14 and younger since 1998. there are road shows etc in addition to tie-ups with companies having the same target audience.

Pizza Corner is striving to become a truly international Indian brand with its marketing strategies set to hit the market shortly. But only time can tell if the chain can manage to inch ahead of the competition like Pizza Hut and Domino's that already have a strong presence in the market.

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