Chapter $15-$ Case $15$ Frank Pepe$$s Pizzeria Napoletana Uses Positive Word of Mouth to Remain a Premiere Pizzeria

Frank Pepe's Pizzeria Napoletana, founded in $1925,$ is a recognizable pizzeria in the United States. Initially focusing on bread and pizzas, the family$-$run business has maintained a reputation for quality and consistency. CEO Ken Berry emphasizes delivering a promise of quality and relying on customer feedback to maintain brand equity. With $11$ locations in Connecticut, New York, Rhode Island, and Massachusetts, Pepe's has adopted various advertising tactics, including word of mouth, direct mail, electronic word of mouth, and free pizza promotions. The company also offers donation requests, good neighbor nights, and donations to nonprofit organizations. Pepe's has maintained its brand equity by staying true to its original product and delivering a promise to customers.

$1.$ What are the various promotion elements that Pepe$$s uses to communicate with customers?

$2.$ What role does word of mouth play in Pepe$$s integrated marketing communications?

$3.$ Evaluate free pizza as a form of sales promotion in Pepe$$s success.