Pizza Hut wants to increase app usage and sales through a new app. The app will allow ordering pizza or playing a game to earn deals. It utilizes their existing app to save on costs. A Super Bowl ad will feature popular video bloggers to appeal to young adults. Social media, surveys and focus groups will measure success in downloads, usage and feedback over time. The $3.4 million budget covers app development, research, advertising and promotions.

1. Pizza Hut
Annie Stephens
ADV 420

2. Swot Analysis of Pizza Hut
Strengths Weaknesses
• ~15% of US Pizza • Staged corny
Market Share commercials
• In business over 50 • Slogans change, not
years all consumers can
identify the slogan
with brand
Opportunities Threats
• Promotional • Competition always
Techniques increasing
• Adding pasta and • Consumers want
wings to their services healthier options
offered
• International
expansion booming

3. Our New Campaign.
• Name: There’s Always Time for Pizza Hut
• Target Market: 18-25
– Market Segment involves college students and
overworked young professionals. This will appeal to
them because they want food fast, and are the more
avid smart phone users.
• Objective: To increase app usage from smart
phone devices, while increasing restaurant sales.
• The BIG Idea…A New and Improved App

4. There’s Always Time for Pizza Hut:
What is evolutionary about this App…
• An app to order Pizza Hut is already in place
– Initial programming fee’s have already been
paid, will decrease costs instead of creating whole
new app
• On the welcome screen, easy to choose app
purpose
– Order Pizza Hut or Play There’s Always Time!
• Will be a free app, or an upgraded version for
better deals and offers with high scores (.99)
• Unified Brand Image by using 1 app.

5. The Pizza Hut App
Pizza Hut’s App for
smart phones
Play: “Make My Current “Place Order”
Pizza” game option
Challenges Players to
High scores will
make made to order
unlock special deals Effective, but under
pizza’s as fast as
from Pizza Hut. Paid utilized
possible before the
app has better deals.
customer comes.

6. How to Promote Our App and
Reach Our Target Market…
• Social Media
– Twitter- Continue to use this as a direct feedback option
about customers experience.
– Facebook- Promote the app by providing links of where
they can download.
– Foursquare- Offer rewards to customers that check in >1
time every 2 weeks. Not only does this reward
customers, but by using Foursquare it will increase their
chances of using Pizza Hut’s app on their smart phone.
– Instagram- Encourage customers to tweet and post
pictures of their experience using the app. Top scores and
pictures weekly can win free bread sticks!

7. Combining New Media with Old
• One of Pizza Hut’s Current Weaknesses:
Staged, Corny Commercials
– How we change this: New commercials using the
most popular Video Bloggers on the internet to
create a fun and attractive commercial
– Implementation: First release will be during the
2013 Super Bowl. Followed by online based ads.
• Smaller online commercials which will be featured
before the starring video bloggers weekly video
• Attracts our target market, while getting cheaper
“celebrity” endorsers

8. How to Measure Success
• How many downloads within the first year
– How many people frequently use the app
• Online survey’s sent to Pizza Hut email subscribers
• Blog Buzz- What do app and video game bloggers
have to say about our app.
• Types of feedback
– Social Media- Do people tweet and post positive
comments about the usage of the app.
– Focus Group- Use the focus group approach during app
development. Then do several more 6 months and 1 year
into the campaign and launch of the improved app.

9. Timeline
•Additional focus
groups and
• Programming Release of App surveys to
of App through Super June – measure app
Next 6-8 January Bowl success
Modifications
Commercial December
Months • Initial Focus 2013 •Modifications to
intergrading 2013 app to reflect
Groups Web Stars marketing
research
outcomes.

10. Budget
• $60,000 for the creation/ modifications for the
application
• $20,000 for the labor of the application executor
• $25,000 Market Research, Focus Groups, ect.
• $1,000,000 for the advertising and promotions
of the application
• $2,000,000 for Super Bowl Ad
• $100,000 for Online Stars for Super Bowl Ad.
• $200,000 for new Internet Ads
• Total Budget: $3,405,000.00