Introduction
During this report I will be evaluating the effectiveness of Pizza Hut’s promotional campaign in achieving their aims and objectives. I will be analysing the various ways the company attempt to promote their products and service. In order to do so I will be discussing their advertising methods, how staff interact with customers on a one – one basis and how the corporation promote sales of their products. Furthermore, I will be considering how the aforementioned company deal with public relations and the advantages of doing so. Finally, I plan to assess how and why the company use direct marketing as well as sponsorships and endorsements.
Advertising
With regards to advertising, I will be assessing two different methods. The first is television advertising; Pizza Hut always has an advert on the television. Whenever a new type of pizza or other product has been developed they use bus stop advertising, billboards and newspapers. This is extremely effective as it immediately raises the product awareness. Like all large corporations, Pizza hut are now actively using social networking sites such a Twitter and Facebook in order to connect with a wider audience. A source from adweek.com indicates that the food giants spend a huge $245m a year on their advertising campaigns across the spectrum.
The most obvious advantage with investing in television advertisement is the fact that it immediately raises brand awareness; this is due to the fact that the vast majority of the population own a television. Although this method of advertising is extremely effective, there is always a margin for improvement. For example, Pizza Hut advertising campaigns always focus on two points; a new product and family values. I feel that the comp...
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...se profit potentials whilst simultaneously minimising costs. Pizza Hut continuously try to meet with new customer demands and needs as well as keeping up with competition. Furthermore the company will have to continue to invest in discovering new ways of complying with current trends within the food industry.
Bibliography
Works Cited
I. http://www.adweek.com/news/advertising-branding/pizza-hut-launches-review-again-150449
II. http://marketing-and-branding.knoji.com/advantages-and-disadvantages-of-personal-selling/
III. http://www.frasers.eu.com/work/pizza-hut-promotional-campaign/
IV. http://www.thedrum.com/news/2013/10/18/pizza-hut-plans-60m-uk-revival
V. http://www.polygon.com/2014/1/8/5289704/pizza-hut-sold-1-million-dollars-in-pizzas-on-xbox-360-in-four-months
VI. http://www.marketingweek.co.uk/fulham-fc-signs-2m-pizza-hut-sponsorship/2036788.article
Calfee, John E. "How Advertising Informs to Our Benefit." Consumers' Research Magazine. (April 1998). American Enterprise Institute. 1 Jan 2000 .
Now lets look at some of the other key factors that have led to success at this point. Papa Johns is known for their excellent customer service and have really blown their competition in area. They need to remind their customers that they are the best at making pizza lovers happy. The price point of a product tends to be the first thing noticed by the consumer but if they are not happy with what they get they being to think twice about their decision. In today's
TP has grown from a single store in 1988 to the largest pizza chain in Spain. At the end of 1997 they had 399 stores and an estimated market share of 62% in Spain. But what made it so successful? There are several reasons for that in the TP concept:
To Justify why use mass media like Radio and billboards. Being in Poland for a summer vacation taught me a thing or two about business. One would learn about KFC by radio plus street advertisements and billboards, ads on buses, train stations, and parks. With everyone walking and taking public transportation, radio, billboards, and flyers will prove to be the best delivery method in this country. With smartphones, technology is the way to deliver promotional offers to the consumers. Our research will show finding people at train stations that walk around are bound to see billboards and especially leaflets. Leaflets and smartphone apps will be the best methods to reach the consumer that is constantly on the go
During the same period, Little Caesars made a strong push and they have continued to grow. Little Caesars' "two for one" marketing approach was effective in infiltrating the "mom's night off" segment, and is seen by customers as a great value. This is adding direct competition into our niche market share. Little Caesars is surely not making headway with the pizza connoisseurs, but it has effectively targeted a market in which Pizza Hut does not currently have a strong presence. 50% to55% of this market is made up of family dining situations. Our marketing team has conducted multiple data analyses on ways in which we can gain market share from Little Caesars within this market. After much thought and many hours of research, we have devised a marketing plan that will potentially improve our market share.
One of the following is an environment analysis of “largest Pizza chains” in the US and International. In the following sections, we will assess the environment analysis on “consumer satisfaction” and its re-formulated pizza recipe. Within the re-formulating and the expansion of its menu, we will see how they have been able to recapture some of the market with existing and new customers, with customer satisfaction and excellent delivery. Domino’s Pizza, for example, they have re-formulated their ingredients and added new items to their menu, but like Pizza Hut, Papa John’s, and Little Caesar, we will discuss their strength’s and weakness to be able to survive in the Pizza Industry. Within this report, I will cover the existing/future components of the general environment such as demographics, economics, political/legal, sociocultural, technological culture, and their efforts to remain a competitor in the industry.
Domino’s Pizza is operated internationally through a network of 10,255 company-owned and franchise stores, located in all 50 states and more than 70 international markets (Domino’s Pizza Annual Report 2012). There are three business segments which is domestic stores, domestic supply chain and international. The core operation of this company is delivering pizza. Based on number of units and revenue, they rank second largest pizza company in the world. It carry tagline of ‘you got 30 minutes’ in December 2007 to deliver pizza in that time but it is late they will get free pizza or voucher. Free pizzas not apply to all country (Adamy, 2007).
S – Even after 54 years Domino’s greatest strength has been sticking to its original values, the very ones that have made it a top company since its founding: delivery speed, operational transparency, and responsiveness to customer wants and concerns. Since the beginning Domino’s top focus has been on the customer and his or her experience. By providing a simple, inexpensive, and convenient pizza option, Domino’s has been able to remain a top competitor in its industry. Over the years they have expanded their menu, going beyond the pizza box, to answer desires for additional food options such as pasta, subs, and chicken wings, as well as dessert options. This way they not only attract your everyday pizza eaters, but also can appeal to the lunch crowd as well as families looking to have a full meal equipped with appetizers, a main course, and dessert all for a low-price. Domino’s is able to remain on top due to their heavy presence in the United States as well as internationally. Domino’s also posses the ability to quickly adapt to the changing trends. With the world becoming more and more technology driven, services such as the on-line ordering website, iPhone-app, and pizza tracker, Domino’s has been able to hold its own in the ever changing world, constantly delivering a quality product at top speed.
Public relation campaign enables companies to reach their markets in a strategic manner. Strategic marketing has allowed MacDonald’s to become among the best world leading restaurant for fast food. The strategic campaigns have increased MacDonald’s profit levels, products sales, brand name, and services. The public relation has also solidified MacDonald’s sponsorship relationships, improved food quality, and broaden their market base.
Several facts are changing in today’s marketing communications. More companies adopt the new concept of integrated marketing communications (IMC) to convey a consistent message about their brand and products. Hence, IMC has played a powerful role and developed into a useful strategy for company to reach more customers and build good customer relationships. According to Herstein et al. (2008), IMC is one of a successful strategy that coordinates and integrates all of marketing communication tools to efficiently and economically influence between an organization and its existing and potential customers. Moreover, marketers can combine IMC tools (advertising, sale promotion, personal selling, direct marketing and public relations) rather than separate practices to create values and avoid potential conflicts (Duncan & Everett, 1993). In fast food industry, fast food chains integrate advertising, sale promotion, sponsorship, packaging and Internet to promote their products as well as build brand image (Sperber, 2003; Story & French, 2004; Morrison, 2010). Advertising is most used form of communication and the most frequently utilized medium due to it easily contact the target market, especially on television advertising (Story & French, 2004; Case, 2007). In addition, simple toys and products are typically used by fast food chains in children’s meal to attract children and adolescents.
CRM is a philosophy and a researcher wants to determine the critical success factors activate this philosophy in Pizza Hut. Three components including people, processes and technology, and these three elements should act interactively to ensure the success of CRM in any business CRM.
Advertising is an information source to inform people about the products and prices of the company, which can help them to make informed choices. More recently, a huge amount of money has been spent on advertising throughout the world. Different types of advertisement such as television, radio, magazine, newspaper, the internet, billboards and posters can influence consumer’s behavior positively or negatively as there are different arguments and opinions. This essay will focus on the purpose of the advertisement for the company, the positive and negative effects of the advertisement on consumer behavior. According to Shimp (2007), there are five important factors which determine the purpose of an advertisement in terms of marketers’ communication with consumers.
Nowadays, advertising is a very big business. Very often is the major means of competing among firms. Furthermore, supporters of advertising claim that it brings specific benefits for consumers.
The restaurant industry has become quite competitive in recent times. In an effort to cut costs restaurants are taking serious measures to improve their performance in relation to their competitors. Two of the most important steps that restaurants have undertaken in recent years are:
Advertisements are mainly focused on certain groups of people. These groups of people range from kids to adults and health freaks to junkie freaks. But the most important part of advertising is to draw attention from the consumers to buy their product. The food industry has made many attempts to advertise as many different ways so they can possibly get the consumers to buy their products. Through commercials on televisions and radios, advertising in the newspapers and magazines, advertising has made it possible for most people to go in the restaurant or store and to buy their products. Advertisement contains a lot of false promise. Advertisement may contain a lot of satisfaction, happiness and exaggeration. But people tend to become subcontious with that advertisement. The viewers would often feel like he or she wants to be associated with the advertisement. To make the consumers feel they are associated with the advertise, advertisement often contains a lot of satisfaction and exaggeration.