Pizza Hut IMC Camp aign 2003
Company History Pizza
Hut was founded in 1958 by two college students.
Pizza
Hut is an American Restaurant chain and internatio nal franchise that offers different styles of pizza along w ith side dishes such as pasta, chicken wings, breadsticks, and garlic bread.
Pizza
Hut is currently a subsidiary of Yum! Brands, Inc., t he world’s largest restaurant company.
A
master franchise was granted to Jardine Matheson wit h the first store opened in Hong Kong in 1981.
Company Situation (chan ge wording. Too similar.) ď‚ž The
company was facing a stiff challenge in 2 003 after the SARs (Severe acute respiratory syndrome) period.
Everything Changes in Pizza Hut YET Nothing Changes is Pizza Hut.
Segmentation
User Profile in Hong Kong
Population: 6730.8 million (as at mid-2003)
Male: 3259.1 million
Female: Age 3471.7 million Male (‘000)
Female (‘000)
15-19
219.7
210.5
20-24
221.8
230.1
25-29
228.0
263.3
30-34
247.0
326.3
35-39
283.3
354.3
40-44
332.9
361.9
45-49
297.4
302.3
50-54
239.1
233.0
55-59
163.0
150.1
60-64
124.5
107.3
65-69
127.2
122.2
70-74
108.7
111.2
75-79
70.2
86.9
Target Market They
target teenagers in schools and young p rofessionals.
Interest in Korean Trends:
Korea soapoperas
Korea food
K-pop
Pizza
Hut has made delivery services.
Target Market In
Hong Kong, Pizza Hut’s main target segme nts are:
High
middle Class
Homogenous
group of people:
Students and Young Adults
Target Market
Psychographic Segmentation Consumers
share their activities, interest, and op
inions Pizza Hut’s psychographic segmentation includes
people who have good attitudes about food. Intend
to have a good time with their friends and
family. It serves all types of people as they do
not have a ny product for a specific socioeconomic class or li festyle.
Behavioral Segmentation Pizza
Hut’s behavioral segment is the class of people who love to spend money on eating.
Emotional
eating.
Communal Problems
Dining Experience
with Loyalty Status
Behavioral Target user
actions: Feel – Do – Think Teenagers Young Adults
Usage
High
Medium
Loyalty
Medium
Medium
Price sensitive
Elastic
Inelastic
Behavioral Segmentation ď‚ž Benefit
Sought:
Needs States
Brand Offer
Brand purpose
Western food in high quality Providing new dishes to please every customer
Social User Imagery
Enjoying meals with friends and family in a comfortable restaurant
Physiological/ Functional attributes
Satisfying hunger Having various choices
Pizza Hut Competiti on
Competition in Hong Kong Major Competitors
Number of Branch
The Spaghetti House
22
Saizeriya
16
Euro gogo
11
Pizza Express
12
Outback
8
Italian Tomato
6
Ruby Tuesday
6
Spaghetti 360°
5
Baby Café
3
Perceptual Map
Perceptual Map
Swot Analysis: Strengths Support
form Parent Company
Localized
menus and Various Choices
Customers’
Loyalty
Pizza Card
Swot Analysis: Weaknesses
Price
Strategy
Single
Peak hour
Chinese
Rice
Taste
Wonton Noodle
Dim Sum
Swot Analysis: Opportunities
New
Trend of Korean food
Korean Fired Chicken
The
Korean Rice Cake
Trend of Group Buy
Establish
more sit down restaurants
Swot Analysis: Threats
Korean Need The
BBQ and Dim Sum Competition
to provide more food for less money
Trend of Health Awareness
Pizza Hut Marketing Mix
Brand positioning Brand Identity: Western Provide Sit
restaurant chain
mostly pizza with different styles
down restaurant experience
Marketing mix- product Mainly
pizza
Side
dishes including salad, pasta, breadstick s, and desserts
Soft
drinks (Pepsi)
place IN HONG KONG: 38
restaurants
Mainly
malls
find in shopping
Price (on HKD) ď‚ž Emphasis
on the idea of sharing
promotion 2001 Advertisement: Pizza Hut became the first one to deliver pizzas to outer space(The International Space Station) which aims at upgrading their image around the globe.
Pizza Hut C Objectives
IM
Objectives targeting threats ď‚ž Attempt
to compete by optimizing their pric e for a combo of products.
ď‚ž Retaining
customer loyalty, by proxy, improvi ng in-store dining experience.
IMC Objectives Emphasize
Pizza Hut’s new brand idea of “Sharing”
–
All the 4 P’s are now all centralized around the theme of sharing .
–
What do people share?
Reinforce
the idea that Pizza Hut in Hong Kong is no w a fusion of the common location and a traditional coffee shop experience –
More of a “sit-down” experience to strengthen their core brand of sharing.
–
Make dining an experience in the restaurant and not just a task.
IMC Objectives Increase
customer loyalty
–
Creating the feeling of dining as an experience engages the c onsumer wanting them to return to Pizza Hut more frequently .
–
Increasing loyalty will yield higher sales.
Focus
more on young workers as a target demogra
phic –
Transition from predominantly families as core demographic t o a younger, working audience.
–
Pizza Hut is a great option for young workers looking for a bit e to eat after a long day at work.
–
Target: 75% Young Working Adults and 25% Teens & Students
IMC Campaign
Complete Makeover
Advertising Strategy Creative
Strategy:
Target a younger audience in HK (18-35)
Objective: Cognitive Path – Reinforce awareness of Pizza Hut brand (Sharing)
Media Strategy
Pizza Hut Commercial ď‚ž https://www.youtube.com/watch?v=flFzCuTJ_kw
Pizza Hut Recomme ndations
Recommendations ●
●
“Shareability”
Sit down atmosphere • Experiment & Elaborate
ab ty ili
e r a Sh
Conclusion…
reference
http ://www.pizzahut.com.hk/tc/restaurant/special.html?sid=56
http://www.hoaxorfact.com/Miscellaneous/pizza-hut-oncemillion.html
http://www.skypost.hk/%E6%B8%AF%E8%81%9E/%E6%96%B0% 102127Â
http://www.censtatd.gov.hk/hkstat/sub/sp150.jsp?tableID
http://www.orcinternational.com/APAC/Insight/Document