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Pizza hut pitch brief

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Pizza Hut: New Business Pitch Brief

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Pizza hut pitch brief

  1. 1. NEW BUSINESS PITCH BRIEF
  2. 2. Yum Brands' Pizza Hut has recently been reaching out to agencies for creative ideas. Sources said that the brand contacted a select number of agencies for brand ideas and a potential assignment, but it is not clear whether the winning agency will execute just the requested brand idea, be added to the roster along with the current lead agency, Deutsch, or take the entire business. No external consultant is overseeing the process. Optimedia is currently Pizza Hut's media agency, though it's believed that relationship will not be affected. Pizza Hut did not respond to multiple requests for comment. Deutsch declined to comment. It looks like, at least in the near term, Pizza Hut intends to keep Deutsch on its roster, while adding another shop to the fold, and potentially setting up shops to compete in jump balls for creative executions. This may be bad news for Deutsch. Several years ago, this same process happened with Yum Brands sibling Taco Bell. It was then that Deutsch inched its way onto the Taco Bell roster, which meant that the then-lead agency, FCB, had to compete for campaigns against its Interpublic Group of Cos.' sibling. Eventually Deutsch became the lead shop, ousting FCB. OVERVIEW 01 OVERVIEW
  3. 3. Marketing agency turnover with the Pizza Hut brand is high - they’ve cycled throuugh a number of agencies in recent years. Deutsch won the business from McGarryBowen without a review in July 2014. McGarryBowen, which succeeded Martin Agency, had been on the account for less than a year. Pizza Hut also has had a habit of doling out work to roster shops that aren't the lead agency. TracyLocke, for example, handles retail for the brand, but recently released a Pizza Hut spot featuring Michael Bolton. In the current instance, however, Pizza Hut is reaching out to agencies not currently on its roster. OVERVIEW 02 OVERVIEW
  4. 4. You may have seen the massive marketing campaign put out by Pizza Hut just over a year ago featuring 10 crust flavors and a host of new, gourmet, ingredients. The effort to position itself as a premium pizza brand also included a website relaunch, refreshed logo, new packaging and employee uniforms. Deutsch's work for the campaign included ads where the company asks elderly Italians what they think of the new pizza. What they called the “Biggest Brand Evolution Ever” didn’t perform as well as hoped - and Pizza Hut CEO Greg Creed noted earlier this year that the marketing hadn’t been as effective as planned. The chain has seen relatively flat sales through much of the year. SUMMARY: The “Biggest Brand Evolution Ever” SUMMARY 03
  5. 5. Despite their less than satisfactory brand refresh, Pizza Hut still leads the restaurant pizza category, with a market share of 14.8% followed by Domino’s Pizza (9.9%), Little Caesars (7.8%) and Papa John’s (6.4%). Yum brands is the 43rd largest ad spender in the U.S., according to Ad Age's Datacenter, with a total of $897.5 million spent on both measured and unmeasured media in 2014. Pizza Hut is the third largest Yum brand by ad spending, with about $233 million in the U.S. in 2014. KFC had about $252 million in spending, while Taco Bell, the largest spender, had $356.6 million, according to the Datacenter. The marketing efforts of Pizza Hut, according to the The Holmes Report, target families and single males between 25-34 years old. Even though during the last year Pizza Hut has undertaken one of the biggest brand overhauls in company history, largely in an attempt to engage with Millennials, their sales lagged, forcing Pizza Hut to offer deep discounts to bring back old customers and families. Want to help them get back on their feet? To pitch Pizza Hut, you’ll need information about their target segments and competition, along with 3 different analyses: • Competitive analysis • Audience Insights • Trends watch Important Facts & Figures Important Facts & Figures 04
  6. 6. DEMOGRAPHICS 05 COMPETITIVE ANALYSIS DEMOGRAPHICS Domino’s PizzaPizzaHut Little Caesars Papa John’s GENRES MALE 0% 25% 50% 75% 100% FEMALE 0% 25% 50% 75% 100%
  7. 7. DEMOGRAPHICS 06 13 - 17 0% 25% 50% 75% 100% 18 - 24 0% 25% 50% 75% 100% 25 - 34 0% 25% 50% 75% 100% 35 - 44 0% 25% 50% 75% 100% 45 - 54 0% 25% 50% 75% 100% AGE SINGLE 0% 25% 50% 75% 100% MARRIED 0% 25% 50% 75% 100% IN A RELATIONSHIP 0% 25% 50% 75% 100% RELATIONSHIP STATUS
  8. 8. DEMOGRAPHICS 07 WHITE 0% 25% 50% 75% 100% AFRICAN AMERICAN 0% 25% 50% 75% 100% HISPANIC 0% 25% 50% 75% 100% ASIAN 0% 25% 50% 75% 100% RACE COLLEGE 0% 25% 50% 75% 100% HIGH SCHOOL 0% 25% 50% 75% 100% GRADUATE SCHOOL 0% 25% 50% 75% 100% EDUCATION
  9. 9. DEMOGRAPHICS 08 WITHOUT CHILDREN 0% 25% 50% 75% 100% WITH CHILDREN 0% 25% 50% 75% 100% PARENTING <40K 0% 25% 50% 75% 100% 40K - 70K 0% 25% 50% 75% 100% 70K - 100K 0% 25% 50% 75% 100% 100K - 200K 0% 25% 50% 75% 100% INCOME >200K 0% 25% 50% 75% 100%
  10. 10. PSYCHOGRAPHICS 09 ART APPRECIATORS 0 50 100 150 200 BEAUTY AND WELLNESS AWARE 0 50 100 150 200 BUSINESS PEOPLE 0 50 100 150 200 DESIGN LOVERS 0 50 100 150 200 COMPETITIVE ANALYSIS PSYCHOGRAPHICS Domino’s PizzaPizzaHut Little Caesars Papa John’s
  11. 11. PSYCHOGRAPHICS 10 ENTERTAINMENT JUNKIES 0 50 100 150 200 FASHION LOVERS 0 50 100 150 200 FOODIES 0 50 100 150 200 GAMERS 0 50 100 150 200 HOME DECORATORS & DIYS 0 50 100 150 200 MOTOR LOVERS 0 50 100 150 200
  12. 12. PSYCHOGRAPHICS 11 0 50 100 150 200 0 50 100 150 200 0 50 100 150 200 0 50 100 150 200 0 50 100 150 200 0 50 100 150 200 MUSIC LOVERS NETIZENS OUTDOOR ENTHUSIASTS PARTY GOERS PET LOVERS POLITICALLY ACTIVE
  13. 13. PSYCHOGRAPHICS 12 0 50 100 150 200 0 50 100 150 200 0 50 100 150 200 0 50 100 150 200 0 50 100 150 200 0 50 100 150 200 PUBLIC FIGURE FOLLOWERS READERS TRAVELERS NERDS SPORTS ENTHUSIASTS TECHIES
  14. 14. INTERESTS 13 Pepsi Snickers Dairy Queen Pringles McDonald's POPULARITY 187.6 187.7 188 186 186 180 187 180 181 179 170 184 177 186 175 173 181 165 185 181 COMPETITIVE ANALYSIS INTERESTS Domino’s PizzaPizzaHut Little Caesars Papa John’s
  15. 15. AUDIENCE INSIGHTS 14 AUDIENCE INSIGHTS NEED MORE INFORMATIONS ABOUT YOUR TARGET AUDIENCE? CLICK HERE > http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch
  16. 16. TRENDS 15 TRENDS INTERESTED IN WHAT’S TRENDING ON YOUR TARGET AUDIENCE? CLICK HERE > http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch
  17. 17. If you need more insights on this target and its competitors click HERE or drop us a line normandin@cubeyou.com We are here to help! http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch

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