Pizza Hu t

gives you more,

ordering online gives you even more
Becky Belt - Kalie Pettit - Alex Lacamu - Ale Leon - Bailey Hutchison - Karla Figueroa - Vicky Lepham

Table of Contents
Marketing Objectives3
SWOT4
Social Media Comparison 5
Geography6
Seasonality7

National
Target Findings8
Target Personas . 9
Big Idea. 10
Strategies & Tactics 11
Television12
Print13
Digital. 14
Outdoor 15
Guerrilla 16
National Budget 17

Local
Target Findings18
Target Persona 19
Geography20
Seasonality. . 21
Strategies / Tactics22
Local Budget23
2

Brand Over view

Pizza Hut is the largest pizza company in the world and the largest pizza chain in the
United States. Pizza is one of Americas favorite foods, Over 90 percent of Americans
have eaten pizza in the last month! New pizza ordering platforms have been adopted by
almost all pizza chains to fit their technology driven consumers needs.
The ever-changing behavior of the pizza consumer revolves around a great pizza
experience and digital accessibility. The Pizza Hut brand set the online ordering process
in motion. In 1994, a Pizza Hut pizza was the first product to ever be ordered by a digital
process.

Overall Goal
Currently, 43% of Pizza Huts total sales ($5.7 billion,
2013) are made online
Our overall goal is to increase the share of pizza orders
that are done online by 32% for a total of 75% by the end
of 2015
Increase brand penetration of a 18 - 34 year old digitally
savvy younger customer base
Reposition Pizza Hut as a pizza brand known for their
unmatched variety of choices and deals yet without
sacrificing quality

Marketing Objectives

Position Pizza Hut as the top choice for customers who

order pizza digitally

Provide the greatest digital ordering experience in the

category

Reach the target of 75 percent of all orders done online/

mobile by the end of 2015

 No reward/loyalty

programs

More ways to order

App is hard to navigate

Digital experience is lacking

Mass appeal and variety

interest and not user friendly

People surveyed thought Pizza Hut

Well - known brand

was too pricey

Campaigns are not memorable

Oers coupons and promotions Unfamiliarity on all the ways you can order
(Hulu, Xbox, etc.)

More people than ever are online

Social media is popular among
millennials

S W
O T

Almost everyone has a smartphone

Lack of awareness for

healthier options (or

that there are any at all)

Pizza is largely unhealthy

Not everyone is tech - savvy

People are looking for more health- Not everyone has access to a
conscientious options
computer
Moms make most of the purchasing
decisions Dietary restrictions (lactose
Children influence parents on
purchasing decisions

intolerance, vegan, gluten free, etc.)

Consumers are
always looking for a
good deal

Social Media Comparison

Pizza Hut

4,783

1.05M

15,852,005

Dominos

64

696K

10,284,070

Papa Johns

933

259K

2,909,520

Pizza hut has a strong social media presence

compared to its direct competitors
7

Geography

Considering that the top four cities with

the highest consumption of Pizza Hut
are: San Antonio, Dallas, Houston,
and Atlanta, we will focus on the
southern U.S. region, which has an
index of 121 for overall consumption
This region has the highest usage of
people increasing items per order,
usage of delivery services, as well as
usage of mobile app (Mintel).
People in this southern region have the
biggest desire for online and loyalty
programs (Mintel).
Since our goal is to increase digital
ordering this is yet another reason to
focus on this region
Fast food pizza chain visited in the last
month: 66% the South versus 52% the
North
8

Seasonality
Our introductory period will launch in the Summer specifically July 4th as students are
out-of-school. Our sustaining period will take place during the fall to winter seasons in
which highly celebrated occasions, such as Halloween, Thanksgiving, The Super Bowl
and New Years Eve will yield higher pizza sales.

National Target Overview

Young Busy Consumers

18-34 Millennials
Multi-tasking moms and singles
Culture: Want to save money, want to save time, need to please more
than one persons needs
Activities: Facebook, Instagram, Google and Xbox/PS

10

Target Findings

Ordering Preference

Pizza Lovers vs. Pizza Hut Customers

Xbox

0
0.4

Hulu

0.4
0.4
3.4

App

Pizza Lovers
Pizza Hut

12.2
15.2

Mobile Website

25.3
43

Online via Computer

53.2
30

Phone Call

73
8

Carry Out/Drive-Thru

38.4

10

20

30

40

50

60

70

80

Percentage of Population Surveyed

(Based out of 233)

11

Target Findings
Desirability of Pizza by Establishment

Pizza Hut

Domino's

Papa John's

Little Caesars

Other
12

The Digital Experience

13

National Big Idea

Pizza Hut gives you more, ordering online gives you even
more

Strategies
- Sponsorship
- Broadcast
- Traditional
- Digital
- Outdoor
- Guerrilla
To position Pizza Hut as the top choice for customers who order
pizza digitally, while indulging instantly
To provide the greatest digital ordering experience in the category

14

Target Persona 1
Multi - tasking Moms

Emily is a work from home mom who cares for

her three children that are all under the age of
10. Emily enjoys spending time with her children
and prefers to take on tasks that involve the least
amount of difficulty. Calling and ordering a pizza
for her family is simple, affordable, and offers a
large variety of choices. Ordering online is not
familiar with Emily, but if the process makes it
easier for her to please her family, shell try it.

15

Target Persona 2
Matt is a single 26-year-old bachelor living
with his two best friends from college. All of
them are working to save money, but still
crave their high school and college favorite
meal: pizza. Matt and his roommates
would prefer to order online for an easier
process, but the difficult and lengthy sign-in
process deters them from ordering online.

Single/Roommate Situation Males

16

Sponsorship
What?

Pizza Hut will be a proud sponsor of college basketball teams. They will oer discounts with ticket
purchases to basketball games and host Instant Halftime Moments. After every online purchase
the consumer will be prompted to receive free tickets to college basketball games, but in an
instant 3 seconds the prompt will disappear.

Why?

According to AdMall, 42.8% of pizza lovers enjoy playing basketball and 58.2% will support
companies that sponsor a favorite sports team or athlete.

How much?

Sponsoring at UT, UH, UNT or UCLA cost $200,000

Reach?

485,275 impressions

17

Broadcast strategy and tactics - TV

What?

Airing commercials that involve the consumer and show the consumer how easy it is to get more
when you order online with pizza hut.

Why?

Cable television reaches a high volume of people ages 18-34. We would be able to reach our
desired audience, while reinforcing our message with established customer base. Our research
shows that the five most popular stations with our target market are AMC, ESPN, Fox, Adult Swim
and CBS. By running :15 second advertisements on these channels during prime time shows we
stand to reach a large portion of our target. The ads will show how simple it is to order online and
oer special codes that can only be redeemable online. 50.8% have taken action after viewing a
TV ad in the last 30 days and the past 12 months, 77.8% pizza hut customers have taken action
after viewing a TV ad.

How much?
$8,150,000

Reach?

AMC - 36,953,071 impressions

ESPN - 36,953,071 impressions
Fox - 36,953,071 impressions
Adult Swim - 36,953,071 impressions
CBS - 36,953,071 impressions
18

Traditional Strategy / Tactics : Print

What?

Gaming magazines ( Game Informer Magazine, GamePro, & Ocial Xbox Magazine) womens
magazines (Womans World, Good Housekeeping, & Real Simple).

Why?

We want Pizza Hut to foster awareness that attracts our target to the online ordering platform by
owning the magazines back cover with a full page ad. This tactic will run for six months in Game
Informer Magazine, GamePro, Ocial Xbox Magazine, Womans World, Good Housekeeping and
Real Simple. In the past year, 61.2% of Pizza Hut customers have taken action after seeing an ad
in an magazine (AdMall).

How much?
$3,750,000

Reach?

213,021,767 impressions

19

Digital Strategy / Tactics : Social Media & Banner Ads

What?

Increase the interaction between Pizza Huts social media outlets and the process of ordering online. Pizza
Hut can do this by providing online ads through Google keywords and advertisements on websites.
Contests can be done on social media to keep followers connected to the brand by winning free food and
prizes. Lastly, the website needs to be simplified and more easily navigable.

Why?

Pizza Hut has the highest volume of Facebook followers, Pinterest followers and Twitter followers compared
to its competitors. We need to connect all of our social media followers to our online ordering platform.

How much?
$5,200,000

Reach?

27,600,000 impressions from geo-targeted banner ads

340,000,000 impressions from Facebook ads
27,375,000 impressions from search engine marketing
Pizza Hut has 15,852,005 likers on Facebook
Pizza Hut has 1.05M Twitter followers
Pizza Hut has 4,783 Pinterest followers

20

Outdoor Advertising
What?

Billboards strategically placed in high trac areas in major cities of the south region

Why?

Great way to gain exposure in a high trac area. These billboards will highlight the ease of online/
app ordering.

How much?
$2,500,000

Reach?

20,000,000 impressions

21

Guerrilla Advertising: Midnight Snack Indulgence

What?

Set up an experience in college campus libraries during finals week (based on regions where the
most pizza is ordered). This will allow students to take a break from their late night studying. Pizza
Hut reps would serve pizza at midnight, and to promote online ordering, students would have to
sign up for the online rewards program.

Why?

To promote online ordering within an age group that makes up 21 million in the US.

How much?
$250,000

Reach?

377,979 impressions

22

Guerrilla Advertising: Pizza Picnic on Campus

What?

These pizza parties will take place during the afternoon around lunch time on college campuses in
cities with the highest penetration of pizza hut in the market place. Hundreds of picnic blankets
will be placed on the ground along with a bottle of Pepsi and a slice of pizza. Each slice of pizza
will be placed in a by the slice box that displays info about online ordering. Pizza Hut
representatives will grant access to those who have signed up for the new and beneficial online
rewards program.

Why?

To show the public that Pizza Huts personality is young, current and hip, while highlighting the
ease of online ordering.

How much?
$250,000

Reach?

377,979 impressions

23

National
Budget
Broadcast
Internet
CBS
$1,630,000.00

AMC
$1,630,000.00

SEM
$1,100,000.00

Geo Targeted Banner

$3,000,000.00
Facebook Ads
$1,100,000.00
ESPN
$1,630,000.00

Adult Swim
$1,630,000.00

Print
Real Simple
$625,000.00

Good Housekeeping
Ads $625,000.00

Game Informer
$625,000.00

GamePro
$625,000.00

Woman's World
$625,000.00 Official Xbox Magazine
$625,000.00

FOX
$1,630,000.00

24

National Budget
Sponsorship
Outdoor

UNT Football/Basketball Team

$50,000.00

UT Football/Basketball Team

$50,000.00

Billboards in Major Markets

$2,500,000.00

UCLA Football/Basketball Team

$50,000.00

Guerrilla

College Pizza Parties

$100,000.00

Midnight Snack Indulgence

$100,000.00

Houston Football/Basketball Team

$50,000.00

25

National Budget

Other

Contingency

$1,250,000.00

Agency Commission

$2,500,000.00

Production

$1,250,000.00

Total: $25,000,000.00
26

National Media Flowchart

27

Local Plan for Houston

Hispanics are big sports fans and they maintain loyal to
their favorite teams. By sponsoring Houston teams we can
reach up to 43.8% of Hispanic fans, informing them about
how they can get more by ordering online, which would
bring a major growth in online sales.

28

Local Target Overview

Hispanic Community

22-34 year old famillennials with 3+ children

Culture: hard working and family oriented
Activities: sports, socializing, social media
By targeting the Hispanic community Pizza Hut will increase online orders as
well as total sales.

29

Local Target Persona

Dominguez Family

The Dominguez family values

spending time with each other and
one of their favorite activities is
eating together as a family. When
making the dinner decision value
and choices are a high priority.
Pizza is a favorite amongst the
family due to the unlimited amount
of options, it pleases the entire
family without breaking the budget.
The Dominguez family is very
rooted in their community and
supports businesses that invest in
their consumers.

30

Local Geography

Hispanics total 946,956 or 43.8%

of Houstons population

Of that percentage, 13.02% fall into

our target age range, which means
there are 373,101 Hispanics
between ages 22 - 34 living in
Houston
Hispanics have increased usage of
apps and ordering upscale items
compared to last year (Mintel)

27% of Hispanics support online

loyalty/reward programs
Hispanics spend more per capita
on food than Caucasians,
averaging about $425 a month.

Category

Total 000

Proj 000

Index

Region:
South

88114

21974

121

Spanish
Speaking

36969

7673

101

Men: 18-34

35723

9159

125

Women: 18
- 34

35886

9333

127

18916

4282

110

25079

5861

114

HHI:
$50,000 $59,000
HHI:
$60,000 $74,999

31

Local Strategy 1

What?

Make Pizza Hut a sponsor of the Houston Dynamo soccer team

Why?

94% of male Hispanics say theyre sports fans and 41% of them are inclined to buy products
oered by the sponsors. One will receive a coupon code that is on the back of their Dynamo
ticket that can only be utilized for online ordering.

How much?
$100,000

Reach?

496,000 impressions

32

Local Strategy 2
What?

Oering Hispanic cultural-themed pizzas for a limited time (during National Hispanic Heritage
Month)

Why?

To hopefully increase Pizza Hut sales and exposure in the Hispanic community as well as oer
new and exciting flavors that everyone can enjoy. These pizza options are only available if you
order online, specified by ads. Online calendar for National Hispanic Heritage Month would have
specialty pizzas marked for each day/week. By clicking on the pizza deal for said day, one would
be directed to the ordering page online.

How much?
$30,000

Reach?

951,280 impressions

33

Local Budget
Total: $2,000,000.00

34

Local Seasonality

35

Sources
http://www.houstontx.gov/planning/Demographics/docs_pdfs/Cy/
Race_Ethnicty_and_Language_Spoken.pdf
http://www.nielsen.com/us/en/insights/news/2013/huddle-up-u-s-hispanics-could-bea-boon-for-nets-leagues-and.html
https://www.surveymonkey.com/MySurvey_Responses.aspx?
sm=So2tXEIyTdPcWYWpqzAoR6bbu6VmKade9CzHGDdt8gs_3D
http://www.outfrontmedia.com/whereweare/markets/pages/houston-galveston.aspx
http://nces.ed.gov/fastfacts/display.asp?id=372
http://nces.ed.gov/fastfacts/display.asp?id=84

36