Table of Contents

I. EXECUTIVE SUMMARY............1
II. INTRODUCTION
A. Description of Business ..........2
B. Description of Community......3
C. Description of the Business or Organization......3
III. RESEARCH METHODS USED IN THE STUDY
A. Description and rationale of research methodologies.......4
B. Process used to conduct the selected research.......5
IV. FINDINGS AND CONCLUSIONS OF THE STUDY
A. Findings of the research study....6
B. Conclusions based on the findings....8
V. PROPOSED REBRANDING PLAN
A. Objectives and rationale.9
B. Proposed activities and timelines.....11
VI. Proposed Budget
A. Costs associated with proposed rebranding strategies.....11
B. Proposed metrics to measure (ROI).................................................................12
VII. Bibliography............................12
VIII. Appendix..................13






Executive Summary

Introduction:
In the introduction I included when Porkys Pizza which was established in 1963. Also, I
included where its located which is 1221 Manor lvd. San Leandro, CA in the Alameda
county. I researched the population of San Leandro which was 86,980 people. Part C included
their mission statement, target market which are families and sport teams, and a little bit
information of what Porkys Pizza is.

Research Methods Used in the Study:
In research methods used in study which is section three, I talked about the description
and rationale of research methodologies selected to do research and the process of it. I first
described the interview with the owner and how the interview helped me find things out we
wouldn't be able to. I made surveys, and it helped me find things we could use to rebrand the
business by coming to a conclusion of the customers opinions relevant to our questions.

Findings and Conclusions of the Study:
In section four I included what our primary and secondary research helped I with. Our
primary helped me with finding the target market, the competition, and an idea to change the
kitchen all because Gary desires to change it. Our secondary helped me find what the
customers like and dislike about the existing brand.

Proposed Rebranding Plan:
In section five I laid out all of the objectives and rationales for Porky's Pizza. I also laid
out our proposed activities and a calendar of how long it would take. With the search I
decided to redo the logo to recall people's attention, to redo the kitchen so more order can be
made and faster, to redo the website because the existing one is unorganized, and a buffet for
friday and saturday. I came up with an estimated conclusion that it would take us about five
months to rebrand the business.

Proposed Budget:
In section six I totaled up and estimated the cost of all the objectives. In proposed
metrics, I explained why it was the amount being used and how we're going to get the money
back in time. The total budget I came up with was $78,300.

Bibliography:
The bibliography included my printed sources, consultants, personal interview which was
only with Gary, the owner of Porky's Pizza, and the internet sites I used.

Appendix:
In our appendix we included the interview questions we came up with for Gary. We also
included the original surveys used to conduct the research.



II. INTRODUCTION
A. DESCRIPTION OF THE BUSINESS OR ORGANIZATION
Porkys Pizza Palace is a family owned restaurant which was established in 1963. The
Marrone family opened this business in 1963 then sold it 20 years later to the Valenziano family
in 1983. The business falls under hospitality for selling their delicious pizza, chicken, and pasta.
Their pizza sauce is homemade just like their dough, and they have a big variety of toppings for
the pizzas. They only have one location which is currently in San Leandro CA, Alameda County.
Porkys Pizza is known for their great pizza quality and their family atmosphere.
Customers can plan birthdays or even a team sport party/meetings. They support fundraising by
donating money to fun and profitable fundraisers for schools and sport teams . Their delivery
service is fast but its only for a limited area. Their hours on Monday and Tuesday are from
3:00pm to 10:00pm. On Wednesday and Thursday it's open from 3:00pm to 10:30 pm. On
Fridays its open from 3:00pm to 11:30pm. On Saturday it's 1:00pm to 11:00pm and Sundays it's
1:00pm to 10:00pm. They are closed on holidays.
The Alameda County consists of 14 cities. Although, Porky Pizza is more convenient to
Alameda, Oakland, Hayward, San Leandro, and San Lorenzo. The reason why Alameda county
is convenient for a pizza business is because of all the families and team sports. Gary, one of the
owners of Porkys Pizza believes their competition is themselves because they are only
competing to improve what theyve done. Their target market consists of families for having a
variety of options of restaurants like an arcade for kids, bar for adults, and tables for sport teams
to have meetings and for the family to sit and eat and to have a great time.
B. DESCRIPTION OF THE COMMUNITY
San Leandro was discovered by a spanish explorer in 1772, and the city rapidly
became famous after the discovery of cherries. It grew by celebrating the cherry festivals that
started in 1909 and is currently a big event each year held in Downtown San Leandro - West
Estudillo. The population is 86,890 residents and 48.1% are males and the other 51.9% are
females, where most of the population is in the downtown area or nearby. San Leandros average
income is about $50,000-75,000 which is 30% and a high income of $75,000-100,000 for a
family. The city is very historical, has beautiful sights and its a safe environment .
C. DESCRIPTION OF THE BUSINESS OR ORGANIZATIONS MISSION,
TARGET MARKET, AND EXISTING BRANDING EFFORTS
Porky's Pizza Palace mission statement: Porky's Pizza Palace is a neighborhood
landmark for great food, great service and good times, served up in a comfortable family
atmosphere. While also having facilities for and provided fast, friendly service for your birthday
or sports team partys as well. Porkys Pizza target market is mainly families and sport teams
who are looking for a place to relax, have fun, watch some sports and have a nice conversation
with peers. The restaurant needs improvements just like any other restaurant. When people hear
the name Porkys Pizza, they instantly think of a sports bar and great pizza. Some say that pricing
is high and others say it is perfect but nobody will ever be satisfied. To have the pricing be good
for customers, you need the pizza quality to be at an all time high. That is what Porkys Pizza
delivers, great pricing and even greater pizza quality. To have a good brand, you need to be able
to stay local so that it can be easy for anyone to reach out and enjoy great pizza whenever they
are craving it. Porkys Pizza lacks that because most of San Leandros population is in the
downtown area and Porkys Pizza is more towards the outer edge of San Leandro.
III. Research Methods Used in Study
A. DESCRIPTION AND RATIONALE OF RESEARCH METHODOLOGIES
SELECTED TO CONDUCT THE RESEARCH STUDY
The reason for my research was to discover Porkys Pizzas brand . To analyze things and
look for changes that need to be made to rebrand it. Also to make it a more new well known
brand. I conducted Primary and secondary research.

Primary Research
Personal Interview:
Gary valenziano, owner of the business Porkys Pizza
Pizza lovers survey:
4 questions that consist of different kinds of pizza restaurants
Porkys Pizza survey:
10 questions that consist on gaining information on the existing brand

Primary research
Personal Interview:
Rationale: To further my knowledge, I conducted an interview with the one of the Porkys
Pizza owner, Gary Valenziano. By conducting an interview, I knew that I were going to be able
to find things that are not available for us to see on their website. For example, to get his target
market, Competitors, and information about his venue. I thought it would help me see the owners
point of view, and help me branch off on his opinions of his own business for new ideas.
Porkys Pizza Survey:
Rationale: To understand what the existing brand was through customers eyes I conducted the
survey. The questions were relevant to customer service, pricing, and timing of the food. I
wanted to clarify that the location wasn't a problem to their customers.
Pizza Lovers Survey
Rationale: The reason for this survey is because I knew that not everyone I approached would
know what Porkys Pizza is. The questions on the survey concerns the name of the venues. I set
up the options with what I believed Porkys Pizza competition is.

Secondary Research

1. Internet Sites
http://www.porkyspizzapalace.com/
http://www.yelp.com/
http://www.forbes.com
2. Printed Sources
Marketing Essentials
3. Articles
What is a brand?
by Susan Glencoe

4. Consultants
Styner, Mary. Marketing Education and
DECA Advisor.

Secondary Research:
Yelp
Rationale: I decided to look at yelp to see the customers point of view of the brand. Therefore,
I was able to have our point of view, the owners, and the customers. That would give me three
options to look at for support in rebranding Porkys Pizza.
B. PROCESS USED TO CONDUCT RESEARCH METHODS
Personal Interview:
To get to know Porkys existing brand, I conducted a personal interview with the owner.
For the interview I set up an appointment that would be convenient to both us and Gary, the
owner. To be ready I made up about ten questions to ask him about the business.When I arrived,
we took a seat and started discussing the questions. During the interview I was taking notes on
the main things I needed to know due to the questions.

The Surveys:
I came up with two surveys, one for customers of Porkys Pizza and another one for
anyone who loves pizza in general. One survey has ten questions and the other one has four
simple complex questions. I walked around and surveyed people from San Leandro High School
mostly juniors. I marked a tally for each person.

IV. FINDINGS AND CONCLUSIONS OF THE STUDY
A. FINDINGS OF THE RESEARCH STUDY
Primary Research Findings
Interview Key Findings
I interviewed one of the owners of Porkys Pizza Palace, Gary Valenziano. He told me
many facts about the company that I had not previously known.
The Valenziano family took over the business from the Marrone family in 1983 which is
about 50 years ago.
Porkys Pizza gets most of their business over the weekends.
About 33% of their sales are not made in their store, they are actually on deliveries.
They love to help out the community by giving back and helping to people who need help
fundraising.
They allow sports teams to come to Porkys and hold team meetings for free, they do not
have to buy pizza but most of the time they do anyways. It is just a great way of showing
that they are not selfish. They also love donating 20% of their revenue to charity.

Survey On Porkys Customers Key Findings
I conducted a survey in which I gave it to customers who have been to Porkys Pizza
before and from that, I saw some key things that I needed to know in order to rebrand our
company.
My first eye-opener that I saw was Porkys Pizza takes a really long time to deliver the
pizza which makes customers anxious and unhappy. On the other hand, 95% of
customers loved the quality of the pizza once they received it.
When it comes down to choosing which pizza place is the best for them, 52% of survey
takers prefered Porkys Pizza than any other pizza company in the local area.
Customers say that the pizza is expensive, I plan on decreasing the price when more
customers begin showing up more often and enjoying the pizza.
My final eye-opener was that Porkys is not a convenient store to most San Leandro
people. They would like to have it be closer to them or maybe open another store closer
to them or at an area that is more populated.

Secondary Research Findings
Yelp-Key Findings
Porkys Pizza has around 300 reviews on yelp. Most of them praise Porkys Pizza and the
quality of the pizza. Many reviewers are an average of over the age of 25, and in their reviews
they say that when they recently walk into Porkys, they have so many memories being brought
back to them as soon as they enter.
They love how Porkys Pizza keeps it old fashioned with their dough and varieties of
meats and toppings.
One review commented on how the location of the restaurant was not very convenient
because it is somewhat hidden.
Most of the reviews were all positive with the exception of a few negative ones.
Overall the restaurant has four stars out of five which means that many people already
love how the restaurant is.
Articles-Key Findings
In my marketing class, I reviewed the concept of branding that I had not previously
known. It defined what branding was and the concepts of it. Questions are asked by companies
everyday. to guide them into how can they rebrand their company and make it better.
Branding is the emotional feeling a person receives when a certain brand presents itself
in their mind.
Certain companies have different brands depending on the person's age, gender, etc.

B. CONCLUSIONS BASED ON THE FINDINGS
Primary Research Conclusions

Interview Conclusion
Based on the interview with the owner, Gary Valenziano, I concluded that many things
are needed to be fixed in order to gain customers and improve the brand. With this interview, I
got an insight of problems we could have not known from just a website. Gary mentioned during
the interview that the kitchen was too small which had an effect on the time it took to make
pizza. I also found out the amount of customers per week that visit Porkys Pizza and what days
it is mostly packed which made this interview very convenient.
Survey On Porkys Customers Conclusions
With the survey I was able to find out that Porkys Pizza is well known. 60% of the survey
was an average of 13-16 year olds from San Leandro High School. 20% of the survey are 17-21
year olds and the other 20% are 21 and up. 65% of the people who took the survey enjoy
Porkys; pizza, wings and pasta 35% do not. 22% say that porkys pizza has okay customer
service, 22% say its great and 56% says that it is good. I also found out that It takes an average
of about 20-35 minutes for Porky's Pizza to give the customer their order 61% thinks that the
quality of their pizza is good. One of the questions was which pizza place do you prefer eating
and porkys came to be number one and mountain mikes pizza came out to be second. I was able
to find out that the pricing doesn't need much change and that the location of Porkys Pizza is
convenient.
Survey On Pizza Consumers Conclusions
For the pizza lover survey I created there was 44% males that took the survey and 41%
were females. With this survey I found that 80% enjoy pizza, pasta, and chicken wings. I was
also able to discover that 54% of the people I surveyed rather have Porkys Pizza than any other
pizza due to the name. Although, we did find out that we should improve the quality of Porkys
Pizza because Mountain Mikes and Porkys were almost tied due to the quality.
Secondary Research Conclusions
Yelp Conclusions
From the yelp website, I have concluded many things which will help my rebranding
objectives. I feel that Porkys Pizza is already a great place. Not many bad reviews have
happened recently but the ones that have, say that the pizza quality may need to improve just a
bit. I have also concluded that we need to find either a better location for the restaurant, or just
open up another one which will make it convenient for many people.

V. Proposed Rebranding Plan
A. OBJECTIVES AND RATIONALE OF THE PROPOSED REBRANDING PLAN
1. My first objective for rebranding our company would be to change the look of the logo.
A new logo will be perfect for Porkys Pizza. If I make a logo that will catch the customers eye
and still please to the Valenzianos familys taste, it may help bring in new people and it will
have people talking about it, giving Porkys Pizza more fame. I want something that will catch
the customers attention and make them crave pizza. My idea is to catch the customers attention
by the logo being a little pig wearing an apron with an italian flag in the middle that represents
the traditional image of original italian food. I also wanted the pig to have a mustache which will
resemble the previous logo. Finally our pig will be wearing a chef hat and be holding a pizza in
his hand. In about a year after the logo is complete, we will conduct a survey and ask for
feedback about the new logo and if it is a good eye opener.

2. My second objective is to change the website completely. The website layout is very
disorganized and can use some professional help. It is difficult to find what you are looking for. I
plan to make a main screen that will have specific links that will take you to what you are
looking for. This will make their business smoother, and gain new-coming customers quickly.

3. My third objective is to remodel the kitchen. Based on the interview I conducted. Gary
Valenziano informed me that their kitchen size is severely small. They need more space in order
to increase productivity and to be able to make pizzas faster and more efficient. The amount to
renew the kitchen is about $75,000.

4. My final objective for rebranding the company is to make a buffet on certain days. I
thought about having a buffet twice a week which will attract attention and gain profit. We
thought about having customers pay around 12-15$ and have all you can eat amounts of pizza.
For those 2 days, the buffet would be from 2pm-4pm on tuesdays and fridays, which are the
times that Porkys Pizza is mostly empty.



B. PROPOSED ACTIVITIES AND TIMELINES
Calendar December January February March June July
Logo Come up
with ideas
pitch idea to
professional
graphic
designer
Start the
process of
new logo
Add color
and
finishing
touches
Have the
logo done
N/A
Website Research a
professional
websites
designer
with good
pricing
Layout the
website
Still be in
process of
website
Finish up on
working on
website
Final edit
and
publish
website
N/A
Kitchen Research
Prices for
remodeling
a kitchen
Hire
professionals
and start
getting
materials
needed
destroy old
kitchen and
start building
the new one
Finish up
building the
kitchen
Clean up
and
Reopen
N/A
Buffet N/A N/A N/A Buy a table
bar to layout
pizza
Open up
the buffet
option to
the
people
Contact
customers to
see if they
like the new
buffet

VI. Proposed Budget
A. COSTS ASSOCIATED WITH PROPOSED REBRANDING STRATEGIES
1. Logo: A new logo that will catch the customers eye, that can be made professionally, is
around $1,000 dollars.
2. Website: A new professional website that a website designer can make will cost around
$800 dollars..
3. Kitchen: Pricing for kitchen would be around $75,000 dollars in total to renew the entire
kitchen.
4. Buffet: The cost to begin to make a buffet will include a new buffet table so all the food
can be set in one place for the customers to see. This buffet table costs $1,500 dollars.
Total cost: 78,300
B. PROPOSED METRICS TO MEASURE RETURN ON INVESTMENT (ROI)
ROI & Sales Related Metrics
1. Logo: Increase in number of Porkys Pizza visits by customers as well as sales.I will be able
to track increase of sales by conducting a survey that will call people.
2. Website: Increase visits on website and orders via website.I will be able to track the increase
of customers by having a guest list.
3. Kitchen: Less time to make food due to resizing of kitching. With this, we expect many more
sales.
4. Buffet: With the new feature of the buffet to the menu, we expect many more customers/sales.
I will track increase of sales by adding to the survey on the phone.


% Increase
If the business gets an increase of 15% or greater it is excellent for the business
If the business get an increase of 14% - 12% it is very good for the business.
If the business increases by 12% - 9% it is good for the business.
If the business increases by 9% - 5% it is fair for the business.
If the business increases by 4% or less it is a poor job and bad for business.



VII. Bibliography

1. Internet Sites
http://www.porkyspizzapalace.com/
http://www.yelp.com/
http://www.forbes.com
2. Printed Sources
Marketing Essentials
3. Personal Interviews
Gary Valenziano, Owner of Porkys Pizza
Palace in San Leandro, California

4. Consultants
Styner, Mary. Marketing Education and
DECA Advisor.

VIII. Appendix
Interview
1. How was the negotiation with the Marrone family?
- During 1963-1983 the Marrone family owned Porkys Pizza. Gary and Gregg
Valenziano were very good friends with the family so they negotiated a deal with
them. The son of the Marrone family is currently the insurance agent for Porkys.

2. What day of the week is Porkys Pizza most packed?
-The days that Porkys is most packed are Fridays and Saturdays.

3. What is your target market?
-Porkys targets small families.
4. How many customers on average in a week?
-On weekdays they receive about 200 orders and on weekdays they double their orders
and receive 400 orders in only 2 days!

5. How do customers look when they enter the restaurant?
6.
-33% of the sales they make are deliveries which means they cannot see their expression
and also they do not have a specific expression when they walk in, they are just hungry
for some good pizza.

7. How does Porky Pizza help the community?
- Porkys Pizza has a large venue for families with a large size. they help people out with
fundraisers. It also helps people, for example, if a team wants to hold a meeting, they can
go to Porkys to have the meeting and they don't even have to buy anything from there.
They donate 20% of revenue to people who need the money.


8. How much percent of your revenue goes to the business?
-From all of the revenue that Porkys collects, they put 10% of that back to the
business.

9. What year was it least successful and why?
- The years that Porkys was least successful was 06-10 because of the financial crisis
that happened the economy dropped so the number of people who attended Porky;s
decreased.

10. If you could change/fix anything about your business, what would you change and why?
-The would like to improve their venue and get a bigger kitchen. as they receive many
orders, they run out of space to store ingredients and other things.

11. Who do you believe is your greatest competitors?
- They believe that they do not have a competitor. That they are their biggest competitors
in the market.
Survey Pizza Lovers
1. Gender?
Male
Female
Other

2. Do you like Pizza, pasta, or chicken wings?
Yes
No

3. Which Pizza Place do you prefer by the name of the venue?
Porkys Pizza
Mountain Mikes
Round Table
Pizza Hut
Dominoes
Other

4. Which Pizza Place has the best quality of pizza?

Porkys Pizza
Mountain Mikes
Round Table
Pizza Hut
Dominoes
Other