Final pizza hut presentation
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Initials came to us with the brief of 'Bringing the Magic back to Pizza Hut'
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Final pizza hut presentation
- 1. y Mi More Than Just Advertising.
- 2. The Task The Market The Brand • Bringing The Magic Back To Pizza Hut The Consumer Insight Restaurants The Solution The IMC Tracking
- 3. Increasingly Competitive Market Low Loyalty Little Differences Reliance on Discount Culture The Task Fatigue The Market
- 4. Current Role – Cheap Refuelling Exercise The Market The Brand Product Focused Bad Atmosphere Most Unhealthy Pizza/Pasta Restaurant Limited Choice Bad Service No in-store Nutritional Information
- 5. The Traditionals Eating Out Renting Decisions Making Process. Lifestyle Statements households The rarely sit down to a We Traditionals Earn 10-23k meal together at home C2 Family Primary and I find it difficult to say no secondary school Close Family to my kids The parents Brand Mothers at the core I don’t have time to The Consumer prepare and cook food Fathers more involved than ever before more I should do a lot co- habiting/married about my health Actively seek more time together more healthy Im eating food than I have in the past Eat out once YMI (2012) TGI (2012) every 6 weeks
- 6. Primary Research Enfield (Alpha Hut) Uxbridge Ruislip High Wycombe The Consumer
- 7. They Don’t Care About Staff A Brand That Doesn’t It’s All About Choice Care About Them Staff Consumer Pizza Hut Is Perceived As An Brand More choice in The Consumer Occasional Unhealthy Treat. Theyvalue by now Adds brand benefits and Would Go More Oftenbeing perceived as a brand If It Wasn’t For Insight responsibilities ‘Health Issues’that cares about its Consumer employees and customer by There’s No Value offering choice Brand Ultimately enables families to make Beyond Functional. better choices, especially the kids
- 8. The Pizza Pad/App Tangible interaction between families and staff Online Insight The Solution
- 9. The Pizza Pad/App Tangible interaction between families and staff In store The Solution
- 10. The Hut Hat The Solution Ultimately encourages kids to make healthy choices
- 12. Hiring Brief/Staff Training Scheme Family Friendly Extroverted Happy Go Lucky Personal Service The Solution
- 14. Limited Choice More The Solution More Nutritious, Just As Delicious
- 15. Media Plan a) The Brand Experience b) Pizza Hut Website c) Newspapers (regional) d) Facebook e) Jamie Oliver’s Children’s Choices YouTube Videos f) Radio g) Billboard Ads h) Bus Ads The Solution The IMC
- 17. Tracking/Measurement + The IMC Tracking
- 18. Pizza Hut – It’s All About Choice Questions? @YMI_ADVERTISING
Editor's Notes
- Title – STD M (bold) Body Text – STD L
- The pizza/pasta restaurants market reliance on the discount culture has meant that loyalty is low in this sector.It is also a weekly branded area with consumers perceiving little difference between venues.Consumers may be experiencing fatigue with the larger p express and p hut chainsNew entrants focus on brand differentiation through cuisine/product specialisation Mintel pizza pasta whos innovating
- Could have done a day in a life, but we know from primary research the only day that actually matters is Saturday, not focusing on weeknight treats, just more regular Saturday treats as it requires less effort to change their lifestyle, they already go out to Pizza Hut on Saturdays and the parents, especially the dad is quite tired after work on the weeknights
- COLABORATIVE DECISIONS
- Brand – need repositioning, from occasional unhealthy treat, to a place with choices Has to work internally and externally staff and customersBetter brand experience will enable a better brand perception – giving choice limits choice of brand
- Feast your eyes?LolNeed to talk about WHY this will work not just HOW it works (interactive dining research – it creates an experience)
- Feast your eyes?LolNeed to talk about WHY this will work not just HOW it works (interactive dining research – it creates an experience)
- Under 16’s only – same concept as the Pizza Pad, just for the older tier 5-15’s
- Re-train the current staff and only hire new recruits who fit the new brief, child friendly, fun, extroverted, happy go lucky etcOnly get salade
- No explicit songs, new harmonic playlist with songs ‘like’ but not exclusive to Will Smith/Katy Perry, fun family songs, add to the atmosphere don’t take away from it, ‘not jarring’ like before .
- Talk about the addition of multigrain base, low-fat cheese and dipping sauces as an extra etc.
- Zinga when you do the media plan make sure to talk about WHY we have chosen the ‘traditional media for the traditional family’ and also DON’T FORGET that the most influential media channel is the experience itself. When families come in for their monthly treat they will experience the new Pizza Hut first hand. Obviously more infleuntial than any print/radio channel etc. So how is this SMP going to manifest itself as a campaign, we have visualised some example of how the campaign COULD look. Regional – Highest population of C2’s and Pizza Hut restaurants in this area
- Add the picture and don’t forget to add the comments about how we are
- Talk about how we can measure the amount of families/kids using the pizza pad app because of digital footprint, so we can see if it has been successful or not.