MKTG 469 Team 11

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Team 11: Cristina Gutierrez, Irfan Safvi , Aneta Walus, Marla Wisuri , Angela Zarka Into China


History 1974: Co - Founders Efren & Joseph inspired by their mothers opened up the first Giordano’s in the s outhside of Chicago. Located in Illinois, Arizona, Florida, Indiana, Michigan, Minnesota and Nevada. Revenue around $90 Million


Segmentation Geographic: starting point is urban areas of Shanghai and Beijing due to being heavily populated and visited by tourists Demographic : focusing on middle/upper class consumers; per capita disposable income rose 173% between 2000 and 2009 (China Business Review) Behavioral: this segment is not a good fit for Giordano’s because Chinese culture does not maintain product loyalty Psychographic: China is a high context culture in which majority of consumers will have the same values however not all consumers will have the same lifestyle

Target Market:

Target Market Ideal target market for Giordano’s in China : middle to upper class families and adults Price point higher than other pizza restaurants in China Giordano’s known for its family friendly environment and sit-down atmosphere. (Nakata, Ch. 7)

Standardized Target Strategy:

Standardized Target Strategy Standardized Target Strategy: One set of 4 P’s for a broad, mass market Not concentrated because we don’t have a “niche” segment Not differentiated because we are targeting Chinese customers as a whole (Nakata, Ch. 7)


Positioning Positioning strategy: Quality & Price Referring to the perceptual map, Giordano’s does not have any direct competition in regards to high quality and high price (Nakata, Ch. 7)

Promotion Strategy:

Promotion Strategy Focus on inexpensive advertising In 2014, the average ad spending per capita in China was only $35/person compared to US $567/person Outdoor Ads Common form of advertising for Asian Countries TV Ads Symbolic style - China is a high context country Focus on imagery and music rather than words (Nakata, Ch. 13 &14)