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03 MARKETING & SALES 1. USPs & General Marketing & Sales Commandments 65 // 98

2. Distribution Channels (Segments)
3.KPI’s

03/2 DISTRIBUTION CHANNELS - CUSTOMER

DEFINITIONS AND CHARACTERISTICS

Segment USP’s Do’s

• No depreciation of goods. 1. Who to pitch? Give the initial 7. POS - Ensure the pizza is promoted on
presentation to the chef/kitchen the menu, insert, leaflet or tent card. No

COFFEE SHOPS • Space saving solution that can fit the manager/cook and the owner. visual, no sales!
smallest outlets.

& RESTAURANTS • Consistent dish quality and baking 2. Benchmark - Be aware of existing
products in the segment - frozen

process. pizzas, frozen crusts, combi steamer or

ovens and define your ADVANTAGES

• No dedicated professional personnel ACCORDINGLY.

required for operation.

3. Audit your customer – Before & during Don’ts

• Fast solution without compromising on the presentation the presenter should

quality. note the quality of the establishment: 1. Brag - Don’t say, “MY PIZZA IS THE

cleanliness, equipment maintenance, BEST”, rather claim “MY SOLUTION IS

• Custom Made dish available- add your professional personnel, size of the BETTER”.

toppings and invent your own pizza. business in order to define the size of

the drop, menu type, positioning. 2. Dress inappropriately - Come to the

• Scalability- Our business model can meeting dressed appropriately, as a
suit 1 or more outlets. 4. Logistic capablility- Confirm the representative of our company.

customer has the ability to store the

product adequately. 3. Come unprepared – Know how many

people will be attending the meeting

5. Offer a solution for the outlet - number and bring enough pizza.

of ovens, type of oven and space

allocation. Kindly offer alternative 4. Compromise on the MOQ drop for

placements accordingly. the Cafes and Restaurants - they can

handle it.

6. Professional Training- The baking

instructor completes the “Selling Cycle” 5. Oversell - Build the business

by making sure the kitchen promotes organically. Learn and grow the

the product. account.