Advertising Pitch Presentation Presented by PRESENTED BY THE COOL AGENCY COMPANY
4/16/2020
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Our Team
Maria Morales Account Director
Kay Liu Account Executive
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Ying Chen Media planner
Joshua Jafri Copywriter
4/16/2020
Nick Aguanno Art Director
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Brand Analysis Pizza Pizza is a Canadian brand that provides a pizza made from fresh and quality ingredients. Ingredients • Convenient: ready-to-eat pizza slices • Fresh, natural and vegan ingredients • Canadian ingredients
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Brand Analysis Emotional Benefit: “When I eat Pizza Pizza, I feel relaxed and satisfied” Self-expressive Benefit: "When I eat Pizza Pizza, I believe I’m tasting the best Canadian pizza at the right price” Social Benefit: "When I eat Pizza Pizza with my friends, I feel happy to share a healthy fast food option with them”
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USP: Pizza Pizza provides a convenient, hot and fresh pizza What consumers think about the Pizza Pizza: Quick and good service “The pizza was well made with good garnish and toppings. Served hot and fast. The price was reasonable and service GOOD” Cyrusshroff , Trip Advisor Review
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Brand Analysis Price: All food has the same price, both in store and online Ex: Canadian 12 slices: $20.10 (Delivery charge costs $3.75/per order)
Place: Non-traditional locations (e.g. School, gas stations, arenas, theatres, and more) Franchised restaurants Canada only
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Why Pizza Hut?
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Competitive Analysis Product • Consumers buy this product because of the organic benefits and many options the brand offers • Consumers enjoy this brand. It was voted by consumers in a poll as one of the best pizza places in the world • USP: Pizza Hut gives good service, ambience and tasty fresh pizzas. Price All food has the same price, both in store and online. Ex. Canadian 12 slices: $21.49 (Delivery charge costs $5.00/per order) Place Non-traditional locations (e.g. School, gas stations, arenas, theatres, and more) Franchised restaurants Worldwide PRESENTED BY THE COOL AGENCY COMPANY
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Competitive Analysis Attribute comparison
Pizza Pizza
Pizza Hut
Popularity
• Most popular pizza chain in Canada • Only known in Canada • Shops are very common in many parts of Canada
• Part of the largest fast food franchises in the world • Pizza Hut sits on top of global full-service restaurant tree
Quality
• Increasing levels of pizza quality • Fresh and real ingredients
• Loyal customers are feeling that the quality of the pizzas is declining • Lack of organic ingredients
Specials
• Cauliflower crust • Boneless wings • Salads
• Chocolate chip pizza pie • Boneless chicken bites
Locations
• 500 locations, including over 150 nontraditional locations in Canada
• Pizza Hut has 16,796 restaurants worldwide as of March 2018
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Competitive Analysis SWOT SWOT
Pizza Pizza
STRENGTHS
• Convenient pizza image • Proud Canadian pizza brand • Lowest price in pizza market
WEAKNESSES
• Bland flavor perception • Image of varying quality
OPPORTUNITIES
• To develop a healthy image due to healthy consumer trend (vegetarian and vegan) • To increase image of quality due to decreasing quality image of Pizza Hut.
THREATS
• Many competitors • Pizza Hut’s responses toward Pizza Pizza’s innovations.
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Pizza Pizza Target Profile Analysis Demographics:
Behavioral:
• Gender: both • Age: 15-30
• Customers like to enjoy food at great prices
• Parents • Low-to-middle income class Geographic:
• Likes gathering with friends
• Lives in Canada
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Pizza Pizza Target Profile Analysis Psychographics: • Advertisements are catered to sports fans and youths • Looking for a happy and enjoyable lifestyle • Looking for a healthy option that combines taste and convenience • Have different late night activities (e.g. movie, super bowl…)
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Pizza Hut Target Profile Analysis Demographics:
Psychographics:
• Youths - Ages 18-25 • Parents – Ages 30-40
• Have a good attitude about food sense
• Middle-to-upper incomes class
• Tends to favor quality over economy
Geographic:
• Sports fans
• International
• Concerned about health
Behavioral: • Likes gathering with friends • Customers like to spend more money on food
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Advertising Message Analysis Pizza Pizza
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Pizza Hut
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Advertising Message Analysis Pizza Pizza
Uses Olympic sprinter to show the feature: hot, fresh & fast
The slogan “hot & fresh” displays naturally in the commercial
Tone and manner: positive
Objective: encouraging behavior (to use the mobile menu)
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Pizza Hut
Uses ordinary people to show the great feeling of connection provided by the brand
The slogan “No One Outpizzas the Hut” is their commitment to providing the best food and most reliable service
Tone and manner: warm & emotional
Objective: increase brand preference
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Positioning Pizza Pizza
Pizza Hut
For pizza lovers who enjoy a convenient meal, Pizza Pizza is a Canadian local pizza that is always hot and fresh, unlike other international brands, the ingredients and toppings are top-notch, and the price is low
For millennials who enjoy a tasty pizza and good service, Pizza Hut is more than just pizza, unlike other pizza brands, and it provides a great feeling of warmth and happiness when you enjoy it with family and friends
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Implications Pizza Pizza should be aware of the healthy trend in the fast food industry and take action by increasing brand preference among families. Otherwise, the market will be dominated by competitors.
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Objective 
To increase customers of Pizza Pizza by 30% in families who want healthier pizzas in Canada within 6 months.
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New Target Audience for Pizza Pizza Demographics
Psychographics
Behavioral
• Parents: Ages 35-50
• Healthconcerned
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• Low-to-middle household incomes
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Wants to enjoy a healthy lifestyle • on a busy day
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Wants to teach their kids to eat healthy
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Geographic
Likes to enjoy • Lives in food at great Canada prices Looks for a healthy option that combines taste and convenience for families
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Positioning Statement 
For parents who need a convenient meal, Pizza Pizza is a pizza that is tasty and healthy. Unlike other fast food brands, our product is a local Canadian pizza that is made of healthy ingredients.
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BIG IDEA
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Big Idea Tone and Manner
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Happy/positive
Togetherness
Celebration 4/16/2020
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Appeal Technique
Positive and emotional – The product’s promises and benefits are presented as the basis of a positive, and emotional experience. Mood and tone are upbeat
Creative Execution Media: Television IMC Mix: Experiential Marketing Presentation Tactic: Testimonials
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Media - Television
Demonstration
Impact of sight, sound, and motion
High reach: television will reach 94% of the Canadian population in 1 week. Targeting: A narrow audience, parents, can be reached by selecting specific channels. Channels: The Food Network Canada, Cooking Channel, The Family Channel, Family Jr, TSN(The Sports Network), IFC (Independent Film Channel) at prime time 19:00—23:00
Length: 30 seconds
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IMC Mix – Experiential Marketing Choose Healthy, Be Stronger Campaign • A booth at Scotiabank Arena according to the Toronto Raptors’ schedule (Pizza Pizza sponsors the Raptors) • Display real products and a video showing both how Pizza Pizza chooses ingredients and the process of making a pizza • Invite families for basketball shooting activities • Offer free combos/e-vouchers • Campaign is measurable by the number of samples and e-vouchers
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Slogan Hot and Healthy. Anywhere, anytime.
Promotes the main features of Pizza Pizza:
Hot and healthy: The pizza is hot and ready to eat, and the pizza is healthy due to its natural ingredients
Anywhere, anytime: Pizza Pizza can be found anywhere, and it is open 24/7
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How The Idea will Resonate with The Target
The commercial will appeal to families emotionally
The target will associate the brand with good times and convenience
The experiential marketing will educate families in entertaining ways
The target will think of Pizza Pizza positively
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Conclusion
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References Bennett, B. (2018, March 14). Pizza Hut Canada launches free rewards program. Retrieved from mobilesyrup: https://mobilesyrup.com/2018/03/14/pizza-hut-rewards-program/ Canadian Business Franchise. (2016, August 29). Delivering the goods with Pizza Pizza. Retrieved from Canadian Business Franchise: https://www.franchiseinfo.ca/features/delivering-the-goods-with-pizza-pizza Crawford, M. (2018, July 2). New Pizza Hut Logo – How It Matches New Branding Strategy. Retrieved from designhill: https://www.designhill.com/design-blog/new-pizza-hut-logo-design-matches-new-branding-strategy/ Edwards , S. (2018, July 11). Is veganism ready to hit the mainstream in Toronto? Retrieved from Now Toronto: https://nowtoronto.com/lifestyle/veganism-in-toronto-vegandale-and-beyond/ Google. (2018). Pizza Pizza 2018 ad. Retrieved from Google: https://www.google.ca/search?q=Pizza+Pizza+2018+ad&rlz=1C5CHFA_enCA778CA779&source=lnms&tbm=isc h&sa=X&ved=0ahUKEwiE7fq08PeAhXsT98KHXvnC5EQ_AUIDygC&biw=1008&bih=394#imgrc=7aN3lkAsTy6UNMM: Haider, K. N. (n.d.). Market Segmentation, Target Market and Consumer Profiling Of Pizza Hut Pakistan. Retrieved from SCRIBD: https://www.scribd.com/doc/15019097/Market-Segmentation-Target-Market-and-ConsumerProfiling-Of-Pizza-Hut-Pakistan http://mediaincanada.com/2013/06/28/the-verdict-pizza-pizza-getsinteractive-with-xbox/ Huebsch , T. (2016, July 5). Andre De Grasse’s new Pizza Pizza ad is cheesier than the pizza itself. Retrieved from Running Magazine: https://runningmagazine.ca/video/andre-de-grasses-new-pizza-pizza-ad-is-cheesier-than-the-pizzaitself/ PRESENTED BY THE COOL AGENCY COMPANY
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References imgcop.com. (n.d.). Pizza Pizza. Retrieved from imgcop.com: https://imgcop.com/img/Pizza-Pizza-16512085/ Kappler, M. (2018, July 31). We Tried Pizza Pizza's Cauliflower Crust And It's.. A Lot Like Cauliflower. Retrieved from HUFFPOST: https://www.huffingtonpost.ca/2018/07/26/pizza-pizza-cauliflower-pizza-crust_a_23489651/ Pizza Hut. (2018, Sep 7). Pizza Hut - Lines. Retrieved from YouTube: https://www.youtube.com/watch?v=qjk_6l0GjVs Pizza Hut. (2018). Site Map. Retrieved from Pizza Hut: https://www.pizzahut.ca/sitemap Pizza Pizza. (2017, Jul 11). Andre De Grasse - Share the Moment. Retrieved from YouTube: https://www.youtube.com/watch?v=TlGIpmtPHkY Pizza Pizza Instagram. (2018). Pizza Pizza. Retrieved from instagram: https://www.instagram.com/pizzapizzaltd/ PIZZA PIZZA Limited. (2017, January 1). Consolidated Annual Financial Statement. Retrieved from PIZZA PIZZA Limited: https://cdn.pizzapizza.ca/o33/static/PPLNEWWEB/PRODLX/Marketing/wpf/wpcontent/files_mf/pplannualfinancialstatements2017.pdf Pizza Pizza Limited. (2018, Jul 25). Pizza Pizza brings cauliflower-based pizza crust to menu. Retrieved from Newswire: https://www.newswire.ca/news-releases/pizza-pizza-brings-cauliflower-based-pizza-crust-to-menu689094181.html Pizza Pizza Twitter. (2018). Pizza Pizza. Retrieved from Twitter: https://twitter.com/pizzapizzaltd Pizza, C. (2017, October 10). Return of 'Crack the Cardboard' contest marks Pizza Pizza's 50th. Retrieved from Canadian Pizza Mag: https://www.canadianpizzamag.com/marketing/return-of-crack-the-cardboard-contest-marks-pizza-pizzas50th-7260 PRESENTED BY THE COOL AGENCY COMPANY
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References Statista. (2017). Pizza restaurant chains in Canada ranked by gross sales in 2017 (in million Canadian dollars). Retrieved from Statista: https://www.statista.com/statistics/463047/gross-sales-pizza-restaurant-chains-in-canada/ statista. (2018). Consumer attitudes towards cutting back on meat in Canada as of September 2018. Retrieved from statista: https://www.statista.com/statistics/937738/consumer-attitudes-towards-reducing-meatconsumption/ Statistics Canada. (2018, Dec 4). Health. Retrieved from Statistics Canada: https://www150.statcan.gc.ca/n1/en/subjects/Health Thomson, A. (2018, March 13). Most vegans, vegetarians in Canada are under 35: survey. Retrieved from THE CANADIAN PRESS: https://www.theglobeandmail.com/canada/article-most-vegans-vegetarians-in-canada-are-under-35survey/ Woh, J. (2018, April 17). PIZZA HUT BRAND CHIEF WANTS TO GIVE CONSUMERS 'REASON TO BELIEVE'. Retrieved from adage: https://adage.com/article/cmo-strategy/pizza-hut-s-brand-chief-eager-swagger-back/313135/
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