Pizza Hut Market Analysis

pizza pie shanty Market Analysis uprise Analysis of pizza field hut(S)trengths1. pizza pie army hut is a welcomed riotous sustenance shuffling in the UK. In a survey, pizza pie chanteys ranked No.4 in the Most loved list of eating out in UK (Marketing Online 2008).2. pizza pie hovel already uses the online secerning operate successfully. Among the Unique auditory modality ranking of pizza pie Brand Site, pizza pie chantey took the No.1, 515,000, which exceeded dominos 365,000 (Luan, 2009)(W)eaknesses1. pick manold agement decision. pizza hutchs rebranding of some of its outlets as Pasta chanty has generated consumer discussion, exactly it is a stunt that is unlikely to produce long-term growth for the brand(Schrezenmaier 2008).(O)pportunities1. nutritionary sustenance. Restaurant drawstring pizza chantey has confirmed that it draw up up stakes proceed sensation of the first foodservice operators in the UK to offer nutritional in cookation on its menus a s part of naked as a jaybird voluntary initiative.(Market Watch Global Round-up online 2009).2. automatic teller machine activity. pizza pie shack is launching an denote trial use cash in machines to promote the launch of its resolved-price Happy second menu (Marketing Online 2009).(T)hreats1. Dominos Price. Dominos has always priced its pizzas at a premium comp atomic deed 18d with those of pizza pie shacks delivery service and independent rivals (Marketing online 2008).2. Fat Concern. Pizza shanty listed its Mediterranean Deluxe bum bites pizza contends 4.392 small calories. It keeps you going far almost two days-daily intake should be 2,500 for men and 2.000 for women (Director online 2009).Pizza Huts Current Communication Mix1) sales processionOne of Pizza Huts more than than recent gross revenue progresss is its Happy Hour menu. The Happy Hour menu provides consumers the choice not only pizza, tho oerly then(prenominal)a, salad and plus garlic bread a nd a drink. Pizza Hut promoted this menu at a 4 fixed price. Pizza Hut premiered this promotion exploitation an ATM advertising bleed. The purpose of this rouse is to hopefully extend visits by guests to Pizza and was cleverly md to premier round pay-day for tumesce-nigh of the working public.2) SponsorshipPizza Hut possesses a wide sponsorship in different and variety argonas from past until now. For instance, the no dodge sponsorship of Pizza Hut is as a part of PepsiCos. There has alike been partnerships with Formula one, Euro 96 and was a sponsor of the Newcastle Vipers ice hockey team from 2007/08 EIHL harden. Nowadays, Pizza Hut is senior high school-flown to sponsor National Family Week. This is the biggest official celebration of families and Pizza Hut is a gold sponsor of such an exciting innovative initiative endorse by the largest coalition of family in the UK. (The Greenwich Gazette, 2009) Therefore repayable to the association with such reputable bran ds, sponsorship is a very useful rule of trade for Pizza Hut and has helped fetch the image of Pizza Hut to its cast audience.3) E- grocery storeingThe net talk of Pizza Hut plays an important role for customers. Pizza Hut excessively has used social networking sites such as Facebook and Twitter to take for E-marketing. Facebook users sewer join a Pizza Hut free radical and perk information of any promotions. This bleak form of marketing is Pizza Hut adapting to rude(a) technology and understanding at that place argon a mer passeltile plectrums for marketing this way. The post audience that use social networking sites approximately deeply Generation X and this puddles a par in allel to a large simile of Pizza Huts luff audience.4) BrandingIn 2008 Pizza Hut rebranded its UK railway line to Pasta Hut. The expenditure of this rebranding toll ampere-secondM (Marketing Week, 2008) as it refurbished galore(postnominal) an separate(prenominal) restaurants and al so progress tod stark naked outlets. The change of the brands name could be seen as a trial do to promote and test the markets acceptability of the untried name. It has been noted just that approximately of lot still prefer the previous name Pizza Hut and found the rebranding of Pasta Hut stale and uninteresting.ObjectivesObjective 1 To expose a tumesce-preserved alternative within the pizza market.A motivational conflict arises for many people when thinking of going to Pizza Hut. Pizza Hut is seen by many people as a self-colored food restaurant and fast food restaurants are associated with unwellnessy food and on that pointfore obesity. This certifiedness has become more apparent particularly after(prenominal) such documentaries as Super Size Me in which Morgan Spurlock carries out a task in which for a whole 30 days he cant eat or drink anything that isnt on McDonalds menu (IMDB, 2009)This is why Pizza Hut unavoidably to be more aware of feeling after its custom ers wellness and to give a hearty option for the more diet conscious customers.Therefore the proposal is a selection of pizzas in which you get one of your five a day, these pizzas ordain also use low fat and low salt. There provide also be an option to have wholemeal pizza base to help increase customers fibre suffice.Pizza Hut has already reduced their salt content in there pizzas in some characters by as oft generation as 30% (InfoFrancise, 2009), in the last 3 months and since 2007 removed hydrogenated veggie oils from all its food items, but it is viewed that there is limited awareness of this option for consumers.Objective 2 To ensure that Pizza hut has a levelheaded alternative in their chief(prenominal) overlap to react to competitors healthy versions.Although Pizza Hut has options of salad and healthy pastas, to compete with competitors there must be a healthy and interesting alternative for more health conscious people. This can be seen in fast food alternatives such as resistance in which there are 12 low fat options all under 6 grams of fat. Dominos, a main competitor of Pizza Hut have an option of reduced fat cheese in which it states one hundred% great taste, 33% less fat. Therefore to compete effectively with competitors such as Dominos, Pizza Hut needs to produce a suit that offers a healthy range and then communicate this to their customers. One of the main customer bases are parents either looking for more sophisticated and healthier options for themselves when taking their children to Pizza Hut or for the health conscious parents who are dysphoric about their children eating fast food, this squeeze needs to troupe be aimed at them.Objective 3 To constitute a new image of Pizza Hut as a restaurant chain that cares and wants to keep its customers healthy.The image of Pizza Hut such as many new(prenominal) fast food restaurants to much of the public is associated with food that has high contents of fat and salt. As the rate o f adult obesity is 23%, almost twice the direct in France (The Daily Mail, 2009) and also by far the worst rate in Europe, much focus by the government has been put on campaigns to bring management to this worrying statistic and service the public with information on how to keep healthy.Therefore Pizza Hut has decided to bring out a new campaign and also through this, a new image of a restaurant that understands the ontogeny issue of obesity and wants to provide and necessitate headway its customers to choose healthy options when tour Pizza Hut.Hopefully also this campaign should encourage a new customer base of customers due to becoming more health conscious have not visited Pizza Hut as frequently. It is also aimed to encourage existing customers to visit more frequently by relinquishing the viciousness of eating food with a high calorific count.Marketing schemePull strategyThe healthy eating campaign is directed at end user customers in order to generate increased level of awareness, change and/or reinforce attitudes, reduce risk, encourage involvement and in the long run provoke a motivation within the target group. The campaign hopes to constrain a motivation for the consumer to therefore stimulate action within the target audience. The consumer expects the offer to be available to them when they decide to enquire, experiment or make a repeat acquire (Fill, 2009). The pull strategy requires the brand to portion out a large proportion of monetary resource to advertising, this is especially so when using deal media and sales promotion.Pizza Hut aims at attaining the objectives of the pull strategy by using telecasting and internet advertising. These advertising forms are seen as very presumptive examples of mass media as they have the ability for mass penetration which in turn reduces the unit personify of the advertising. This above-the-line communication is accentuated by the use of sales promotions which is a at a lower place-the-lin e communication. Sales promotion which is another locution of the pull strategy, its aimed at creating a beg for the product in the consumers psyche, this existence of a want/need increases the likelihood of a corrupt.The Marketing communication theory MixTo ensure that our pass on manages to achieve as much of the target audience as assertable we have chosen to use the future(a) communication approach. This approach uses a combination of advertising using two media forms, the internet and television. In accordance with the advertising, sales promotions and public dealings go out be carried out to hopefully guarantee the success of the campaign.TelevisionThe mental institution of television provided a new probability for widespread effective advertising. When showing advertizings the public assesses what the advert conveys and how it conveys this message. This causes the public to evaluate aspects such as presentation, fanciful appeal as well as of course the message. Therefore due to impact that this powerful audio-visual tool can have on the audience, it is peremptory that much con human faceration is given to the impression that is portrayed.One study realise of television advertising is that it has a very high level of penetration. Statistics have shown that in the United Kingdom on fair the public watches television for 28 hours per person per week (Nationmaster, 2009). This therefore provides a lucrative hatchway for many corporations.Due to the audio-visual possibilities that television advertising provides it gives the advertisers an opportunity to utilize the creative potential and fully portray the message desired which consequently helps the brand to achieve its aspired goals.For the television advertisement, a brand such as Pizza Hut should produce adverts that are creative and entertaining but also ensures that the core message is intelligibly communicated. The advertisement must be sympathetic to keep the attention of the a udience to hopefully limit the effect that skirt noise and distractions whitethorn have.There is a tendency of many consumers to without delay link the credibility of a brand with the credibility of the medium, and television advertising is perceived as a highly credible source to most audiences. Therefore the credibility of the Pizza Hut campaign has high chances of macrocosm enhanced if it associated with TV adverts.The television advertisement for the new campaign needs to be positively engaging on the emotional and psychological grounds. Our base aim is to implement the pull strategy to compel a demand for this new product category via the mass media.The target audience for the pizza hut campaign is the health conscious segment, but health intelligence is reflected in varied shades for different individuals, and this consideration is depicted in the television advertisement. The advertisement shows an ordinary British family consisting of a mother, a father and two teenage rs a son and a daughter. They are discussing what to have for dinner at the dining table. One option that is discussed is pizza, and it shows the four different aspects of having pizza for dinner. The mothers stand speckle is that pizza wouldnt be suitable as it is unhealthy and lacks priggish nutrients for the family, while the daughters perspective is that she would have motivational conflicts due to the high calorie count and the diet she has been carrying out, the son also may have a similar negative perspective due an extensive work-out schedule that he has been care to and doesnt want to ruin and that father may be worried about blood pressure and cholesterol that are common with his age and therefore the consensus is not to order a pizza even though everyone would enjoy the experience.A pizza base appears magically on their table and tops itself up with all the healthy ingredients like vegetables/grilled escape whit meat/low fat cheese etc, which adds to the health quoti ent of a pizza. The advert now describes the complete new range of healthy Pizzas from Pizza Hut. This advertisement aims to appeal to its audiences through an emotional stance. Understanding a mothers prefatorial instinct to ensure the family keeps healthy, understanding many teenagers insecurities as well as understanding the worries about health for the majority of the aging population. The psychological perspective of this advert would be that people are enjoying a pizza without experiencing cognitive dissonance.The advert would have a strong visual appeal to create the sense that it would be delicious and full of flavour, this would be carried out with visually appealing colours of the topping as well as the touch background of the advert.The motto used for this advert is Pizzas Just Got Healthier. This is a clear, strong slogan and it also communicates the core idea of the whole advertising campaign in lucid, simple language which is easily retained by consumers. The slogan also is able to depict an image of the brand which cares about its customers health through an product innovation.The sales promotion that is integrated into the campaign volition be shown at the end of the advert with a change in the tonal quality of the speaker, this is aimed at getting the audience to pay attention at the moment when the majority of the information is relayed. Refer to Appendix A for story board.The last but not the least the advert would be pursuit the necktie Guideline within C4S Golden Guidelines the television advertisement exit be air throughout a entertainment/ funniness section, throughout the time period of 6pm to 8 pm. This time period would be a high reach period as it after school and work when more members of the family are at home. It would be most viable to relate the advert to the shared territory and common targeting aspect of the Association Guidelines.Internet advertisementThe internet is described by many as a one of the most important inventions of the century. It has been a part of a major revolution in technological development worldwide. With the advent of network based advertising in 1994, it has become an extremely convenient order for many brands to reach to the greater masses at a relatively lower cost in comparison to traditional media.The current extension is highly dependent on the internet, and therefore advertising online in the form of banner ads, button ads, pop ups are the smart and viable options for many reputed brands. Potter (1994) estimates that blade based marketing results in ten times the units sold at one tenth of the advertising budget, and thats one of the most important reasons to opt for an online advert. An added bonus also is that consumers have the option of reflexion the advert as many times as they wish and so are able to obtain all the information that the advert provides.The new Pizza Hut campaign focuses mainly on giving healthier alternatives when visiting Pizza Hut, mai nly in the forms Healthy Pizzas. This should be highlighted clearly to the audience as this should create an interest that may cause possible customers to acquire more information about the campaign.Another rationale for using web based advertising is the higher chance of an instantaneous corrupt, as long as there is a option of purchasing the product or service. This impulse purchase effect will occur especially with food producers such as Pizza Hut, as it satisfies a physiological need in Maslows hierarchy of needs. To hopefully ensure a purchase it would be advisable for Pizza Hut to have an option of launch Now and a link to the website.Public RelationsHarris (1998) indicates the purpose of marketing PR is to gain awareness, stimulate sales, facilitate communication, and build relationships between consumers and companies and brands. This opportunity is an interesting prospect for Pizza Hut and alongside advertising may enable the campaign to reach more of the target audienc e.Pizza Hut can use its public relations agency to promote its products, go as well as its corporate identity. This is especially useful as the campaign is aiming for an image change, public relations will help communicate this change to many different groups of stakeholders.Corporate public relations is accountable for establishing understanding and trust with individuals who have a potential or tangible interest in the organisation, (Kitchen, 1997). According to Gruning (1992), corporate PR is the management of communication between an organisation and its publics. These may include health organisations, local anesthetic businesses, local education authorities and potential customers along with many more groups. Pizza Hut can use and associate the high credibility machine-accessible to this form of communication. (Fill et al, 2005) to create credibility and maintain the credibility of the brand.In order for Pizza Hut to be effective when carrying out its public relations, it w ill introduce newsletters informing the previously mentioned groups of what they are trying to do in its new health campaign. Pizza Hut could also evaluate the specialty of its public relations by oblation readers the chance to comment on the company and any articles through the feedback form at the back of the newsletter.Pizza Hut has decided to put together an article with a major newspaper publisher about obesity levels and the new Pizza Hut healthy campaign. Public relations are lots important at more of a corporate level and without this option Pizza Hut would struggle to be seen as a major food outlet. This can be seen as a form of publicity.Pizza Hut should also conduct a certain amount of public relations to its inborn stakeholders such as staff and external stakeholders. Internally the employee magazine should be used and these cues should develop images and perceptions (Fill, 2005) in the mind of the stakeholders, internally as well as externally.Therefore the ability for public relations to reach a medium size audience and also portray a credible image indicates that Pizza Hut should be using PR as one of its communication tools. It must not be ignored however that public relations is more effective when integrated with other communication tools. By combining such tools as advertising with public relations it is possible to gain full national coverage something that would not of necessity be possible with other communication tools.Sales PromotionsThe institute of sales promotion (2004) defines sales promotion as a planned and implemented activity that both enhances product or service appeal and changes customer behaviour positively in return for an additional win for purchase or participation. (Yeshin, 2006)According to Yeshin (2006) sales promotion can function on three levels by communicating, catching the customers attention at the point of purchase(Yeshin, 2006) as well as providing extra information that may influence the purchase decisio n. Sales promotions can also provide an incentive by offering some form of direct inducement, either immediate or delayed, which changed the perceptual base of the purchasing decision. (Yeshin, 2006)Sales promotions can also advance the purchasing decision and invite the consumer to engage in an immediate transaction. (Yeshin, 2006)Therefore there is a strong rationale for using sales promotions in the new Pizza Hut campaign. The ability to create a product trial and sampling is necessary aspect for the success of the campaign. Once attracting customers to try the new healthier pizza range, this hopefully will encourage repeat purchases and create a loyalty to the brand. done this loyalty there will hopefully be an increase in frequency of purchase as well as different usage.The sales promotions that Pizza Hut are homework on integ rating into the campaign are such as a grouping with Innocent Smoothies. Innocent Smoothies is a good association with this campaign as it is a well kn own smoothie brand which is relate heavily with being healthy and prides itself on only using 100% natural, healthy renewable ingredients. (Innocent Drinks, 2009) have also already had success with the health conscious target audience already and so will create added value in the mind of this audience.The promotion that Pizza Hut is running game is a Meal Deal in which a choice of healthy pizzas accompanied with either an innocent smoothie or a side salad. This Meal Deal will be set at 4.99.Through these promotions there will hopefully be an increase in market share due to brand switching. A pull strategy will occur in which consumer decides to choose Pizza Hut over competing brands. unlike some other tools of marketing communication, which work over a eight-day term, sales promotion produces rapid results and return on investment is often substantial.However it will be used along side with other marketing communication tools for this campaign so as to bring about an integrated ma rketing communication approach.Scheduling and ImplementationAll the creatives for the campaign will be carried out via an agency used by Pizza Hut on previous successful campaigns. As commented on the agencies website regarding the results of one of their campaigns. The following year Pizza Hut UK reported their best-ever financial results and achieved the goals in their five-year plan a year early (Cchange, 2009)Media Planning essentially kernel the process of establishing the exact media vehicles to be used for advertising. (Entrepreneur, 2009)After having defined our item target group which is the Health Conscious customers, and using a pull strategy, the media planning would automatically be done for the mass media, and TV and web based advertising have been chosen based on their wider reach at a relatively lower cost.The media planning has been done keeping in mind the following aspects-Reach. Shown as a percentage, reach is the number of individuals (or homes) the product is aimed to be exposed to through specific media scheduled over a given period of time. (Entrepreneur, 2009)Frequency. Using specific media, on average how many times an audience be exposed to the advertising message? It takes an average of three or more exposures to an advertising message forward consumers take action. (Entrepreneur, 2009)Cost per point. Whats the cost of buying one rating point for the target audience which equals one percent of target audience, its a method used in comparing broadcast media.Impact. Does the medium used create opportunities when appealing to the senses, such as sight and hearing, in its design and fruit?Selectivity. To what extent can the message be limited to the people who are known to be the most realistic prospects.The distribution in this case is direct B2C as the pull strategy is used extensively which aims at minimizing the distribution channels. Both the TV and web adverts will be aired January to August, and this timescale is chosen to sy nergize the idea of healthy pizzas with people trying to be on a diet and lose weight during the summer when the public is more inclined to exposing themselves to d summer sun, and a fit body is an added good to that.ResourcesBudgetingThe below table indicates the budget used during the previous years and thence the marketing campaigns will be based around these figures.Leading pizza restaurants and takeaway chains have increased their spend over the past few years. (Mintel, 2009). Therefore as this will be Pizza Huts biggest campaign of 2010 a muscular budget will be delegate. This will be set at between 15-20% of their annual marketing spend assigned to this new healthy pizza campaign.The campaigns will be targeted from January to August. The reasoning keister this is as the New Year is a time when people are beginning to make resolutions about their diet. The lead up to the holiday season summer should also be heavily targeted as many people will want to get in shape for thei r holidays and gain the complete(a) body.PRThe PR agency will be held by Pizza Hut on a retainer basis of 2,000 a month. The benefit for Pizza Hut is that most agencies will sacrifice some time recovery for the sake of certainty, so the client will always get better value through paying a regular fixed amount. (B2bm, 2009)TVTV adverts cost have been calculated on the following basis.In general TV adverts are bought on a cost per thousand viewer basis, most channels offer discounts on ITVs warning price of 5.69* per thousand viewers. (TV Advertising, 2009)Since the advertisements will be carried out during peak level and afternoon times when the family are together a higher rating will be achieved as a result a high budget has been set for this.As commented by where on the earth group the average budget for producing a 30 second commercial in the UK is around 140,000 (Ehereontheearthgroup, 2009). Hence this is the budget set for the creative of the TV advert. online Advertising.Th e banner advertising budget will be based on the fact that a banner ad on Yahoo would cost you anywhere between $2,000 to $5,000 per month. (Benchmark communications, 2009). In pounds that is roughly 1,500- 3500 a month. As other companies such as MSN will be used a sizable budget will be used every month. Pop up ads will be budgeted in a similar manner to this.The little site development be will be based up the design of the site and hosting by an agency including having SEO developed within the site.Sales promotionsThe main cost associated with these will be creative and done by the agency with the main cost be associated with printing of the sales promotion materials such as leaflets and inserts into the menus. As this is to be done nationwide the costs are expectedly high.Evaluation and ControlEvaluation is important for two reasons. Firstly, as marketing becomes more important to management, performance of these campaigns increasingly affect profit. (Les Binet, 2005) Secondly , what you pulse influences what you do. If you evaluate things correctly, then you are able to increase profits by ensuring marketing funds are spent sensibly. If you evaluate things inaccurately there is a risk you marketing priorities will be distorted and funds assigned incorrectly. (Les Binet, 2005)This campaign will be evaluated using the measuring techniques belowRecall and recognition-In order to check the awareness level the target audience have about the advert the recall test will be used to check how many times viewers ad libitum remember the advert and how well they are able to recognised it when interpreted away and brought backSales- The level of sales generated during this campaign will be compared to previous sales, this will help when evaluating the impact of the sales promotion and advertising on the target audience.Web site tracking There will also be a comparison of traffic on the website in advance and after the campaign.Online advertising The click through r ate that is the percentage of viewers who click on a banner advert would also be tracked.ReferencesDe Avila, J. (2008). Home Family Shopping Around / Healthier Pizzas. Wall Street Journal. D.2.Potter,E. (1994). commercialisation of the World Wide Web. 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