2. Pizza Chain Restaurants
$40 billion U.S. Pizza Market
93 % of Americans eat pizza at least once per
month
350 slices per second / 46 slices per person
20% of all restaurants in the nation
Digital ordering = 40% of sales
3. Pizza Hut
One of three major fast food restaurants
under Yum! Brands
Established in 1958
The first and largest fast food pizza chain
in the United States
Media plan will be three months out of
the calendar year with a budget of $1
million.
4. Main Ideas
Look at the competition and competitive index
values
Identify a target market
Decide where to spend money on the campaign
5. Goals and Objectives
Grow Pizza Hut’s indexes in targeted,
threatened areas
Meet Frequency, Reach, & GRP goals for
both spot and national plans.
Grow share of market and amount of
online traffic
6. Strengths Weaknesses
Opportunities & Threats
Strengths
• Age 18-24
• Under $60,000 HHI
• General editorial & women’s
health magazines
Threats
Weaknesses
• College graduates
• Airline & Science
magazines
Opportunities
• Online advertising
• Women
• Sports
• College
• Home value <$50k
• Outdoor recreation
magazines
7. Competitive Analysis
Third largest
Delivery & Carry-out
Online rewards system
& Sports team
discounts
(Phillies, Sixers, Flyers)
“Better” or fresh
ingredients
Pizza Hut Papa John’s
Largest chain
Sit-down dining
Innovative
8. Consumer Profile
Kathy - 22 years old
Went to college for two years and works at a
hospital.
Lives with family & HHI is less than $100,000
Loves to watch her favorite local sports teams
with family on cable.
Spends a lot of time on social media.
Listens to radio in the car in the morning before
work, and then uses Pandora during the work
day.
9. Target Audience
Adults age 18-34
Under 100k HHI
Little (attended) or No College
HH has Cable, Digital Cable, or Dish
11. Media Campaign
Census Region: South and Midwest
America
19 Markets
10.75% US HH
National Universe (‘000): 67,526.20
Spot Universe (‘000): 9,658.10
12. Media Mix
Internet- Pandora.com, ESPN
Radio 6am-10am & 10am-3pm.
Outdoor – Billboards
TV/Primetime - ESPN, ESPN 2, TBS, Fox Sports I
Baseball season and playoffs
13. Target Timeline
Fall 2015
August – Baseball beginning to end and NFL
season nearing.
September – School and NFL begin. MLB
reaching the end.
October – MLB postseason. NHL and NBA
beginning.
17. Year at a Glance
Reach Avg Freq
Goal Est Goal Est
August 30 30.2 1.5 1.5
September 85 89.1 8 8.4
October 85 89.1 8 8.3
GRPS Budget ($'000)
Goal Est Goal Est
August 45 44 32 56.4
September 680 744 484 467.8
October 680 743 484 475.2
18. Advertising
Ads to encourage social media usage to
increase word of mouth and sales.
Banner ads on mobile apps so that users
could be linked right to the Pizza Hut
application or website to place order.
Interactive ads on the computer to create
a pizza or order.
