Marketing Plan

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  • Topic: Pizza Hut, Pizza, Chicago-style pizza
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  • Published : December 11, 2012
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Present

THE PIZZA HUT MARKETING PLAN
FOR JULY 1, 2004 - JUNE 30, 2005

TABLE OF CONTENTS
I.

1-16

A.
B.
C.
D.
E.

II.

SITUATION ANALYSIS

1-3
4-6
7-12
13-15
16

Market Overview
Brand Review
Competitive Analysis
Consumer Profile
Research

17

A.
B.

III.

PROBLEMS & OPPORTUNITIES

17
17

Key Problems
Key Opportunities

18

A.
B.

IV.

MARKETING

18
18

Objectives
Strategy

MARKETING COMMUNICATIONS
A.
B.

Objectives
Creative Strategy

19-20
19
19-20

V.

CREATIVE EXECUTION

21-27

VI.

MEDIA PLAN

28-35

A.
B.
C.
D.

VII.

SALES PROMOTION
A.
B.

VIII.

Objectives
Strategy
Tactics
Advertising Budget

Objectives
Strategy

28
28-29
30-34
34

36-37
36
36-37

PUBLIC RELATIONS

39

A.
B.

38
38

Objectives
Strategy

IX.

CAMPAIGN EVALUATION

39

X.

BUDGET SUMMARY

40

XI.

ADDENDUM
A.
B.

Press Release
Agency Bios

41-42
41
42

I. SITUATION ANALYSIS
A. MARKET OVERVIEW
1. Restaurants
The restaurant industry has grown to be an approximately $231 billion/year industry in 2003. It has grown $44 billion in the past 8 years between 1995 and 2003. The Quick Service Restaurant Category is the largest segment, with 55% market share).



Market Segmentation
QSR
Midscale
Upscale
Total

($ In billions)
$125.0
$59.5
$47.0
$ 231.5

(%)
55%
25%
20%
100%

(Source: Pizza Hut).

2. Quickservice Restaurants
The quickservice restaurant industry grew to a $125 billion industry in 2001, an increase of 4.1 percent over 2000. The National Restaurant Association anticipates the industry to grow another 4.1 percent, to $130 billion in 2002. Market Size ($ In billions)

130.1
2002
124.9
2001
120.3
2000
114.5
1999
108.6
1998

+4.1%
+3.8%
+5.0%
+5.4%

(Source: National Restaurant Association).


QSR Product Mix

Hamburgers and pizza dominate the QSR product mix.
Hamburgers
Pizza
Sub Sandwiches
Chicken
Mexican
Frozen Sweet
Retail
Oriental
Donut
Fish/Seafood
Miscellaneous
Total

36%
19%
8%
7%
6%
5%
5%
2%
2%
2%
8%
100%

(Source: Pizza Hut).

1

I. SITUATION ANALYSIS


Media Spending

The Quickservice restaurant industry’s media spending budget increased to $3.75 billion in 2002, up from $3.49 billion the previous year.
Diageo (Burger King, etc.)
McDonald’s Corporation
Yum! Brands (Pizza Hut, Taco Bell, etc)
Jack in the Box Inc.
Wendy’s International Inc.
Total Quickservice Media Spending

(In millions)
$2,654.5
$653.8
$280.4
$98.6
$72.6
$3,759.90

(Source: Euromonitor).

3. Pizza Industry
The pizza industry has grown to $30 billion in 2002. Despite being relatively stagnant over the past few years, the pizza industry has grown approximately $5 billion, an approximate 15% increase, over the past 7 years from 1995. Pizza hut is the leading pizza chain with a 13.4% market share



Market Segmentation
Pizza Hut
Domino’s
Little Caesars
Papa John’s
Other
Total

13.4%
8.4%
5.3%
4.6%
68.3%
100%

(Source: USA Today)


Seasonality

The pizza industry does not have any specific seasonality. However, there are special occasions or days that generate increased sales.

1.
2.
3.
4.
5.

Pizza Peaks
Super Bowl Sunday
New Year’s Eve
Halloween
The night before Thanksgiving
New Year’s Day

(Source: Domino’s).

2

I. SITUATION ANALYSIS


Geographic Distribution
There is a distinct geographic variation in pizza sales. The north-eastern region of the U.S. has the highest category development index (CDI). Geographic Area
New England
Mid-Atlantic
East North Central
West North Central
South Atlantic
East South Central
West South Central
Mountain
Pacific

CDI
Above Average
Significantly Above Average
Above Average
Below Average
Below Average
Significantly Below Average
Below Average
Average
Below Average

(Source: Pizza Hut).


Pricing
The pricing for...
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