Академический Документы
Профессиональный Документы
Культура Документы
Creative Pitch
Think back to your childhood. Mom and dad are exhausted from working
all day. Your baseball practice ran late that night. Think of the excitement
you had when mom dialed the phone and said, Hello Pizza Hut? Id like to
place an order for delivery! In 2009, Pizza Hut unveiled an idea that would
forever change ordering pizza with Pizza Huts iPhone application. Now, in
2015, almost every major competitor has developed their own application. It
is evident that pizza chains across the board are rising to the occasion and the
changing technologies. That being said, marketing of these new applications
has proved to be as paramount as the usability of the applications themselves.
In this plans book, we as Team 230 have devised a variety of ways to spread
the Pizza Hut influence to new users whilst satiating the customers that have
helped build Pizza Hut into the pizza powerhouse that it is today. Our goal
is simple - we want to make Pizza Hut an even bigger cultural staple than it
already is. How do we do this? Through the implementation of breakthrough
advertising tactics that will take this company to the next level. In the end, we
want the world to Make Memories. Not Dinner. With the help of Team 230,
that goal can and will be fulfilled.
Best,
Team 230
Tactics
Closing Reflections
Search
TABLE OF CONTENTS
1. Intro & Summary
Introduction & Summary
3. Research & Analysis
Pizza Hut Currently
Competitive Analysis
Gathering Information
Creative Pitch
Tactics
Closing Reflections
Search
gratification, and the way pizza makes you feel emotionally. Instant
Pizzafication can enhance any life moment and slow a hectic
schedule, all through the ease of Pizza Huts ordering technologies.
1.
Creative Pitch
Tactics
Closing Reflections
Search
IN TERMS OF QUALITY
AND DIVERSITY OF IDEAS,
PIZZA HUT IS
SECOND TO NONE
We discovered that using the website and mobile app as a launching pad for
ideas worked incredibly well. If there is one thing that people dislike when
ordering from a company, it is change; with that in mind, we established that
building off of mediums that users are already familiar with produces much
more beneficial results. Our strategy Instant Pizzafication along with our
tagline Make Memories, Not Dinner. will be featured in a series of print,
audio and commercial ads that will be viewed by the majority of our target
base. However, a revitalization of social media platforms will also play a role
in our marketing plan for Pizza Hut.
Social media presence is of the utmost importance to us. Without that, word
of mouth would take precedent over many advertising strategies. But with
social media in our corner, we can reach millions of potential new customers
and provide encouragement for people to become return users of Pizza Hut
technologies.
With that, we invite you to explore our interface and the plethora of creative
strategies and tactics that it holds that we are certain will lead Pizza Hut to
the success it craves.
2.
Creative Pitch
Tactics
Closing Reflections
WE ARE
HERE
43%
BUT NEED
TO BE
HERE
75%
From 2008 to 2010, Pizza Hut was at the top of the food chain in the online
pizza world, especially with their mobile app. Today, Pizza Huts online
orders have taken a hit due to competition in the industry. Pizza Huts online
orders via the mobile app currently stand at 43%, while the ultimate goal
is to increase online orders to 75% by the end of this year. In addition to
increasing online and mobile orders, the popular pizza franchise wants to
ensure that they are providing customers with a fantastic digital experience.
This includes becoming the number one choice for consumers for online
orders and orders placed through the mobile app. In the upcoming sections,
we will delve into Pizza Huts history, and take a peek at what the future
looks like.
Our research came with a few obstacles. First, we needed to truly identify
our target audience, which includes people ages 18-35 years old. Second, we
wanted to identify exactly how our target audience feels about Pizza Hut as
well as its competitors. Third, we needed to unveil the emotional attachment
between consumers and Pizza Hut products. We can utilize that connection
in developing a lasting digital experience. Lastly, we wanted to distinguish
which parts of the target audience actually utilize online ordering and
mobile app, and if those that did had prior knowledge of the Pizza Hut app.
knowledge of the Pizza Hut app.
3.
Search
Creative Pitch
Tactics
Closing Reflections
Search
YOUNG
CONSUMERS
VALUE
COMFORT
FOOD
MODERN
COMFORT
CRAVERS
VALUE
VALUE
CUSTOMER
SERVICE
To learn more about our target market we conducted a large initial survey. We
also hosted several focus groups along with individual interviews to better
understand the perception of the Pizza Hut brand and potential weaknesses in
the current marketing strategy. These findings, paired with secondary research
sources, helped us to develop a clearer view of our target audience and how to
effectively market Pizza Huts ordering technologies to them.
HIGH
QUALITY
4.
Creative Pitch
Tactics
UNAWARE
THE PIZZA HUT
Closing Reflections
PLACED AN
ONLINE FOOD
ORDER BEFORE
Search
USED AN
APP TO ORDER
FOOD ONLINE
Research Breakthroughs
Early on in our research, we sensed that there was a huge problem with
awareness of the Pizza Hut app, or lack thereof. In fact, many of us on Team 230
were initially unaware that Pizza Hut had a mobile app. Our initial survey, which
generated more than 1,000 responses from consumers ages 13-35, confirmed
that 60 percent of those surveyed did not know that Pizza Hut had a mobile
app. Of those surveyed, 80 percent said that they had ordered food online and
another 40 percent said they used a mobile app to order food in the past. So
why, then, was Pizza Huts app not on their radar? This gave us an immediate
direction for our marketing campaign - we had to make these consumers aware
of the Pizza Hut app and all it has to offer.
5.
Our research and interviews also highlighted important factors that influence
which pizza company these consumers decide to order from, most notably:
quality taste, low prices, ease of ordering, reliability, habits or brand loyalty, and
quick delivery.
Creative Pitch
Tactics
Closing Reflections
Search
AMERICANS AGES 18 - 35
23.5%
Modern Comfort Cravers are consumers aged 18-35 who have grown up with
technology and are comfortable using it. There are 74.3 million Americans in
this age range and they total 23.5 percent of the total United States population.
This includes all races and cultures as well as ranges of income.
6.
Creative Pitch
Tactics
Closing Reflections
Search
Creative Pitch
Tactics
Sub Targets
Search
Closing Reflections
10% OF U.S.
POPULATION
STUDENTS AND
YOUNG WORKERS
1) Students/Yound Workers
These are the Comfort Cravers ages 18-24. Many are full or part time
students and often are the most frequent users of technology. This target
group is generally working with a lower budget, which puts lower prices
and a quick ordering process at the top of their priority list. They make
up 10% of the US population and total 31.5 million individuals across
the country.
2) Young Families
Comfort Cravers ages 20-30, especially those with young children, value
menu diversity and need flavors that the kids will love. This audience
puts increased importance on family responsibility and value healthier
options. They typically have a higher income and are willing to spend
more for a quality product. Family life generally equals higher stress
levels and as well as busy schedules and, ultimately, an increased need
for convenience. Value is placed on quick delivery as well.
YOUNG
FAMILIES
3) Young Professionals
This target audience ranges in age from 24-35 years old. They are
career-focused and typically have a higher income, but those highstress careers equate to an increased need for convenience. Many in
this group are unmarried and living alone, and value quality, taste and
ease of ordering above low cost. This group makes up 13.6% of U.S.
population and 42.8 million individuals in total.
7.
13.6% OF U.S.
POPULATION
YOUNG
PROFESSIONALS
8.
Creative Pitch
Tactics
Closing Reflections
Search
Creative Pitch
Tactics
Closing Reflections
Search
THERE MUST
BE AS SMALL
OF A BARRIER
BETWEEN THE
CONSUMER
AND THE
PRODUCT
AS POSSIBLE
9.
Over the course of our research, we discovered that Pizza Hut has
not been cornering the market like we know it can. The lack of
knowledge about Pizza Hut compared to knowledge of Dominos
is alarming, but can be fixed. Luckily, these in-person studies
have shown us just how much Pizza Huts quality outshines their
competitors, resulting in repeat customers. The reason I order
from a specific place is because of the consistency if Im confident
my order wont get screwed up, Im going to keep ordering from
there, unless they screw up;
then I will try a new place,
one individual in a user study
98%
told us. The consistent quality
53%
that Pizza Hut delivers is
46%
another thing we took into
serious consideration once
46%
the creative sparks began to
17%
fly.
% OF WHAT
16%
Competitive Analysis
As previously mentioned,
Pizza Hut has both direct and
indirect competitors within
the industry. Dominos, Papa
Johns, and Little Caesars all
pose a threat within the pizza
business because they are
popular brands. The more
indirect competitors that
Pizza Hut faces are the well-established burger based restaurants
such as Burger King, McDonalds, and Wendys. These fast food
chains have been in the market for years now, making them stable
competitors. A third competitor that is outside of the fast food
industry completely is the growing trend of eating healthier in
general, and it is surpassing all kinds of restaurants. Lets take a
closer look at each of these brands and identify what about them
makes them such strong competitors.
SOCIAL MEDIA
APPS ARE USED
10.
Creative Pitch
Tactics
Closing Reflections
Search
Weaknesses
Opportunities
- Perks and rewards are given to consumers who purchase through the app.
- Commercials geared specifically to increase app notoriety.
- The opportunity of a Rewards Program, allowing consumers to be rewarded for their transactions.
- The ability to make Pizza Hut continue as the cultural staple it is known
for being.
Threats
11.
- The ease and reputation of ordering through opposing pizza chains mobile
apps.
- The cheaper fast food options that are offered at various fast food chains.
- The reputably healthier options offered to consumers via Subway & others.
Creative Pitch
Tactics
Closing Reflections
Search
Gathering Information
Primary Research
Our Primary Research consisted of 1,101 surveys (online and paper copies), 7
user studies and 9 interviews.
Secondary Research
- http://www.alexa.com
- http://www.census.gov
- http://clearchanneloutdoor.com/how-to-buy/rates/#bulletins
- Are Contextual advertisements effective? International Journal of Advertising.
2014, Vol. 33 Issue 2
- Legal and Ethical Challenges of Online Behavioural Targeting in Advertising
Journal of Current Issues & Research in Advertising. 2014, Vol. 35 Issue 2
- When New Commercial do not Meet Expectations Journal of Advertising.
2014, Vol 43, issue 4
- Nielsens March 2014 Cross Platform Report
- The Best Digital Marketing Campaigns in the World- Damian Ryan, Calvin
Jones
- Marketing to Millennials- Jeff Fromm, Christie Garton
- Webs Of Influence- Nathalie Nahai
Budgeting Sources
12.
Creative Pitch
Tactics
Closing Reflections
Search
Creative Strategy
As creativity and original ideas go, Pizza Hut pretty much has
the market cornered, from out of the box creations like a Honey
Siracha crust, to advertising genius like the Old World pizza
campaign to promote the new menu. The creativity already flowing
was something we needed to match and exceed. Our challenge was
aligning and surpassing the energy already coming out of the The
Flavor of Now and making sure it connected with our Modern
Comfort Cravers.
With the research into Pizza Hut and our target now complete, the
elusive Big Idea or Creative Strategy was our next challenge. The
foundation of all creative strategy and
tactics from here on out is creating
a vibrant connection between Pizza
Huts ordering technologies and a
brand new way of thinking about
pizza.
Our overall objective was to boost
smartphone application and online
ordering to three quarters of total
orders with the target audience being
males and females 18-34 years old, or Modern Comfort Cravers
as we have dubbed them. The major weakness within Pizza Huts
current marketing strategy is the blatant disinterest in the pizza
chain by Modern Comfort Cravers, as well as no mention of the app
Creative Questions
After dissecting the situation and realizing our creative think tank
needed to be top notch, we got to work. Initially we developed a few
ideas that targeted young people in cities who work in professional
areas of expertise and are living a fast
and progressive lifestyle. We did so
by starting with the seemingly simple
question of What makes ordering and
eating a pizza so great? This question
offered many interesting avenues of
thought that allowed us to hone in the
connection between the instant joy of
eating pizza and the ease of ordering
with the application. In order to
understand the current market, we
had to understand the reason consumers love pizza, and what
shapes their reason for buying. Quite simply we asked ourselves
the question, why do people eat pizza?
RELATIONSHIPS CAN
BE FOSTERED BY
SHARING A PIZZA
13.
Creative Pitch
Creative Findings
First, you cant beat the convenience. Ordering a pizza today and
having it delivered to your home or place of work is as simple as
it gets, and much easier than a drive through meal. Then there is
variety. Pizza appeals to a variety of tastes, as consumers can now
have pizza just about any way they like. Pizzerias cater to the idea
of adding to that variety all the time. In fact, Pizza Hut is well known
for its variety and constant experiments with ingredients. Second,
its a social construct. It is often the center of gatherings. It is a part
of our collective consciousness; its a tradition at certain events,
and an almost intrinsic part of our childhood. Pizza as a meal is so
ingrained into our society that it could even be considered a family
tradition on certain nights of the week or national pastime with a
pizza place on every corner.
From these collective thoughts, we came to the conclusion that the
best thing that a pizza restaurant could offer is instant gratification.
Instant gratification is ordering and knowing your pizza is on its
way.
Tactics
Closing Reflections
Search
14.
Creative Pitch
Tactics
Closing Reflections
Search
Creative Pitch
Tactics
Closing Reflections
Search
Pizza Hut is already fast and delicious, and the app and website
already make ordering easy. However the consumer needs to know
this, and be connected to this idea through strategies that involve
a play on our social connection with pizza. To help Pizza Hut reach
their goal we have created a series of tactics that will instill our big
ideas of Instant Pizzafication and making memories.
Creative Conclusions
We believe that by showing the application and website as unintrusive and fast, Modern Comfort Cravers will be more apt to use
it. This will be accomplished in two highly interconnected ways;
by showcasing life moments in which pizza is used to enhance
experiences along with subtly featuring app and website use to
facilitate these experiences.
The following are a series of tactics that will best produce this
unique feeling. These tactics will play off of the weaknesses and
strengths found in our research regarding Pizza Hut.
16.
Creative Pitch
Audio Ad
JULY
AUGUST
Tactics
Closing Reflections
Search
seconds, and hears a whisper during the speech that asks, So what
is for dinner? A narrator would respond with, Dinner should be
the least of your worries. Order now or for later using the Pizza Hut
app on any mobile device. Pizza Hut: you make the memories, well
make dinner. This establishes a link between memorable events
and Pizza Hut in general, but more importantly it emphasizes
the ease with which families can take care of dinner and enjoy
important events without that lurking concern.
SEPTEMBER
OCTOBER
NOVEMBER
DECEMBER
WEBSITE REDESIGN
APP REDESIGN
COMMERCIAL
AUDIO AD
PRINT MEDIA
PACKAGE REDESIGN
SOCIAL MEDIA
17.
17
18.
Creative Pitch
Tactics
Closing Reflections
Search
Social Media
Pizza Hut already has an established presence on several popular
and active social media sites however they are not being actively
used. We propose a re-vitalization of Pizza Huts social media
platforms via a series of platform specialized tactics. These Social
Media platforms will all be used to spread the strategy of Instant
Pizzafication, each catering to the specific audiences found on
their platform with the goal of increasing audience/ Pizza Hut
interaction.
Commercial
19.
The Pizza Hut commercial aims to play into the all-American love of
ball games, youth, and dreams of success. The scene takes place at
an indoor batting cage that a young boy and his father are using as
a practice facility. This appears to be a simple, rather insignificant
event, but when this young boys imagination and big dreams for
the future are taken into consideration, the viewer quickly realizes
that this practice is the most important moment in his life up to that
point. Viewers will be able to listen in on the young boys thoughts,
describing the practice as if he were a rookie in the World Series;
it is game seven, bottom of the ninth, two outs, two strikes, and
everything he has ever worked for is riding on this moment. On
the sideline, his mother looks on, fiddling with her phone; over her
Pizza wont make your Monday night spectacular; its who you
share it with that will. Take out your phone, order on the Pizza Hut
app and make Monday feel like Friday. Take a picture while youre
at it and tag us!
Buzzfeed Quiz
Pizza Feels
20.
Creative Pitch
21.
Closing Reflections
Search
THIS INTIMATE
OUTREACH
WILL ALLOW
CUSTOMERS TO
MEANINGFULLY
PARTICIPATE
IN PIZZA HUTS
SOCIAL MEDIA
Creative Pitch
REWARDS
Tactics
Tactics
Closing Reflections
Search
Rewards Club
Given the modern use of technology and the social media that
young audiences are so captivated by, we propose the use of
augmented reality in the Pizza Hut pizza box. This idea puts a
photo of a smartphone on the box with a close up image of pizza.
We recommend putting a QR code on the box allowing users direct
access to the app store to streamline this process. The image of the
pizza through the smartphone encourages customers to use social
media such as Instagram and Twitter to share their meal while
also featuring the hashtag of Pizza Huts choosing. The augmented
reality images will be especially appealing to the modern comfort
cravers and are an innovative way to encourage customers to
download the app. The use of smart phones in conjunction with
classic pizza boxes also bridges the gap between Pizza Hut and the
current technology that consumes the target market.
22.
Creative Pitch
Closing Reflections
Due to the variety of advertising tactics, there are several important aspects and
costs we need to discuss based on type of media.
Ad creation from graphic designer based on average graphic designer rates per
hour: $75 to $150 an hour 1
FACEBOOK: Post boost: $200-$1800
TWITTER: .50 to $4.00 per sponsored tweet/ $200,000 per day per sponsored
trending topic.
TUMBLR: Based on CPE/cost per engagement. This is specific to each particular
campaign and cannot be concluded through research.
Add App image to Package & Pizza Box Redesign: $500 to $3,0006 to pay for
the designer.
23.
Tactics
Search
Pandora and Spotify: There is no set price of advertising on these apps unless
you talk to them and design your budget together.
BUZZFEED: Pizza Quiz with coupon code: Buzzfeed articles and quizzes can be
posted for free after a user has created a profile on their site.
TOP 5 APPS: Rumored to cost 20 to 30 thousand dollars to get into the Top Five
on Itunes. Buzzfeed is free.
APPLICATION ADS: Ads within an application are based off of CPC/CPM or cost
for click and cost per thousand impression. We could not find any average CPC,
since they vary so greatly.
SOCIAL MEDIA ADS: Social Media ads vary as well. We need to know what social
media platforms we want to advertise on and how we will advertise on them.
WEBSITE: $4,000 to program and sign up for domain.
MAGAZINE ADS: Sports Illustrated: $429,000 for full page with color. Cosmo:
$306,700 for full page with color. Game Informer: $215,489 full page/4 colors.
POSTERS: We want to re-design the inside of every Pizza Hut with new, eyecatching posters, menus, and flyers. This will cost approximately $300,000
through Staples.
BILLBOARD: Costs approximately $20,000 to $200,000 depending on the city.
FLYERS: $2,000 for 8 12 by 11 inches. These rates are for large corporations
going through Staples. (Staples source- Monique McDonald, Senior Administrator
for Staples Inc.)
1 - http://tinyurl.com/kwbghk2
2 - http://tinyurl.com /nbtpfc3
3 - http://tinyurl.com/q2vh5h4
4 - http://tinyurl.com/le2bvx7
5 - http://www.complex.com /pop-culture/2014/12/vine-stars-money/
6 - http://pack- usa.net/page_5.htm
Creative Pitch
Tactics
Closing Reflections
Search
CONCLUDING REFLECTION
Team 230 has heavily invested itself into researching Pizza Hut as
a company along with a creative analysis of what will make young
consumers excited about using social media to order from Pizza Hut.
We have found that with the quickly evolving world of social media,
our target audience can find it challenging to stay present and in the
moment. Most of our interactions rely on social media, however finding
time to enjoy ourselves can be difficult. How could we as a team give
that back to Pizza Huts customers? By reminding them what pizza is
all about.
Our media campaign will be based on the idea that Pizza Hut will satisfy
your hunger and grow the relationships that can be fostered by sharing
a piece of pizza. We want to create the sense that Pizza Hut satisfies on
more than just the basic level. This pizza is a vital part of creating an
environment where our personal relationships can grow because not
only are we being fed; the customer is being well fed with a variety of
high quality options.
We believe this creative strategy, seen throughout our various strong
social media oriented strategies, will resonate soundly with an audience
living a fast paced life.
24.
25.