Puzza Hut Ppt001

7/29/2019 Puzza Hut Ppt001

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Objective

Overview

Promotional Strategies

TelevisionRadio

Print Media

Internet

Outdoor

Sales Promotions

Other

Recommendations


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The main objective of the presentation is to figure out

the promotional tools and strategies used by the pizza

hut in India to promote there brand and products.


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Founded in Wichita, Kansas in 1958 by brothers Dan andFrank Carney.

Bangalore in June 1996.

First international restaurant chain.

Pioneering the pizza market in India.With a 27% market share of the eating out market.

Over 70,000 footfall per day across the country.

Pizza Hut is one of the flagship brands of Yum ! Brands,

Inc. which also has KFC, taco Bell, A&W and Long johnSilvers under its umbrella .

Worlds largest casual dining restaurant chain over 13,000restaurant across 97 countries and 143 stores across 34cities in India.


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Advertising is non-personal communicationtransmitted through mass media as radio, television,

print, internet and outdoor media.

The main objective behind every campaign is either to

increase sales by encouraging potential purchasers orinducing repeat purchases or prompting immediate

purchase by offering special schemes or to create

awareness about the new product offering by

highlighting a new flavour or announcing price

changes or demonstrating the product in use by

depicting an experience.


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Target Audience

To deliver a target audience of men and women, ages 18- 55.Preferably in households with three or more persons andchildren.

Special attention will be given to those with middle andupper income and education.

Geography

To provide a base of advertising nationally, with additionaladvertising placed in areas that have historically had thegreatest sales.

Special attention will be given to areas based on developingbrand potential as the preferred fast food and deliveryservice.

Continuity

To deliver advertising throughout the year. Flighting andpulsing strategies will be arranged in accordance withspecific periods of peak sales.


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Television

a) Television will be the primary medium for the newPizza Hut campaign.

b) Network television outlets allow national coverageand expanded reach to all target audiences.

c) Through national cable television the campaign canreach special demographics, and run more targetedcommercials.

d) Different times, day parts, and shows allow for further

selectivity.e) Allows great creative flexibility with the integration of

sight, sound, and motion, and makes possibledramatic representations of the product.


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Radio

a) Radio will support television advertising.b) It allows for more frequency than the other media.

c) Stations are already segmented so it is easy to target

specific markets by different station formats or

programming.

d) Radio is less expensive than television.


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Print Media

Newspapers, magazines, pamphlets, posters etc are being

used by pizza hut for their promotion, and pamphlets arebeing send through mails or hand delivered to its potential

and regular customer.

Newspaper

a) Newspapers will also be used for the Pizza hut campaign.

b) It is a medium capable of reaching numerous market

segments.

c) It allows for individualized local advertising.

d) Allows greater control of geographic placement.

e) Also serve as a medium to supply promotional material

such as Sunday coupons and special offers.


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Interneta) Internet advertising will run in the Pizza Hut website.

b) The campaign will consist of embedded banner ads in thePizza Hut and Pizza Hut sponsored websites.

c) Pizza Hut has used their website in order to reinforce theiradvertisements and product promotions.

d) It allows for cross-promotions.

e) Allows an interactive campaign with direct feedbackpotential.

f) Proximity to purchase, promotions are offered whenconsideration for an internet delivery order is taking place.

g) Integrates all types of media thus establishing theintegrated marketing strategy

h) Since it is using the Pizza Hut website it is considerablyinexpensive.


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Outdoor

a) Outdoor advertising will consist entirely of billboards.b) They are permanent and can not be turned off by

consumers.

c) There is a greater reach and frequency than other media

for the cost.

d) Billboards allows for geographic and demographic

flexibility.

e) There is a low cost per thousand.


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Sales Promotion

Coupons and Rebate

They offer discount coupons in physical form with every purchase we make.

Now even online deals are popular in India.

Premiums and Gifts

Pizza hut offers gift vouchers as a gift to someone special on marriages, birthdayand anniversary etc.

Sweep takes and Games

It was at the time of launch of cheesy bites in US when they introduced naionwide online sweep takers contest to win an autographed pair of shoes by JessicaSimpson.

Sampling

Point of purchase Material

Pizza hut interiors are done same for every store and they also come up withinnovative POP materials to attract the attention of its customers Ex spin thewheel, danglers and posters.


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SalesPromotion

coupons

discounts

Samplings

&

Games

Premiums

&

Gifts


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Pizza Hut follow the Strategy of Think Global, Act Local for

eg : Very First Pizza hut which was launched in Bangalore,India served complete vegetarian meals.

All marketing activities as market research, advertisements and

restaurants interiors are done using similar methods.

Marketing Know-how and skills are transferred from onecountry to another. Eg: Franchising Model is used

successfully in all the countries by pizza hut.

In china along with serving pizzas, they also serve Sangria(A

Spanish drink of red wine mixed with lemonade, fruit, and

spices) and Escargot(A snail)

For Spice lovers in India they Launched The Pizza Hut

Tandoori Treat

For the cheese lovers in US, they launched cheesy bites pizzaand stuffed crust pizza.


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Should be innovative in terms of product that surprise the

consumers.

They should have a drop box where consumers can

recommend or give a feedback apart from the bell they

have at the starting of the main gate.

Pay attention to the untapped segment of Senior citizen,

form a senior club for old people which can organize

activities for oldies.

Pizza hut can do more innovative promotions as done inUS and UK, which will increase its brand awareness and

brand equity.


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Mayank Chandan

Aditya Pranav Alim

Documents

Puzza Hut Ppt001