1. Passionate Pizza
Ing. Pablo San Andrés

2. Define the following terms
Below the line promotion
It refers to promotional methods that do not directly use the mass media as a form of promotion. Examples include branding, sponsorship, direct mailing, sales promotion and trade fairs.
Price elasticity of demand
Price elasticity of demand measures the responsiveness in the quantity demanded for a good/service as a result of change in price of the same good/service. In other words, it is the percentage change in quantity demanded as per the percentage change in price of the same good/service.

3. b) bi) The teacher explained the calculations on the whiteboard The forecast profit and loss is presented in good style with the adjustment for promotion expenditure included and no change in indirect costs. There is an appropriate title. bii) Clearly the increase in forecasted net profit from $2m to $ represents some reward for introducing the two-stage strategy. This represents a 3.125% increase. A key point is whether the directors will accept this is sufficient for the risks taken with above-the-line promotion, the effects which are not easily measured by the firm. Finally, the new strategy must be viewed and be subject to the external factors (social and economic) outlined in the stimulus material.

4. iii) Explain one advantage and one disadvantage for Passionate Pizza of commissioning market research from an independent market research company.
Advantages could include:
A heightened degree of objectivity and a lack of bias in obtaining the figures.
Passionate Pizza can use the agency´s experience and ability to access the most up-to date information on the takeaway food market.

5. Disadvantages could include:
The cost of hiring an external agency may be high
Given that Passionate Pizza has not undertaken above-the-line promotion before researching customers on awareness and effectiveness of such promotion is unlikely to be effective. They need to be careful of whom to ask. Passionate Pizza could save themselves time and money by asking customers in store themselves.

6. c) The key external factors emerging from the stimulus would seem to be:
Concerns over the use of controversial point of sale material and the impact of the advertising agency´s decision (legal)
The degree of obesity among its target market (social)
Concerns about possible recession and actions of the market leader. (economic)

7. Given the elasticity estimates, the threat of the market leader may be negligible given that the cross price elasticity of demand is almost zero. However, with the threat of recession, cutting prices by 10% may be prudent for the new two-part strategy to attract interest. In order to appeal to the new segment, the attentions of the Advertising Standards Agency and use of controversial promotion would seem to be important. The new segment may be younger or older than the current one targeted. A delicate balance needs to be struck, however, Passionate Pizza will not wish to cannibalise its own market share by alienating existing customers.