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Sales and Marketing Hell Pizza Report

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Sales and Marketing Hell Pizza Report

Page 1 of 21
Table of Contents
1.0 Introduction(Mila)3
2.0 Overview (Mila)5
3.0 Marketing strategy (Mila)6
4.0 Environmental scan. (Tina)7
4.1 Demographic7
4.2 Economic Factors7
4.3 Global Environment8
4.4 Natural8
4.5 Technological Factors9
4.6 Political Environment:10
4.7 Sociocultural Environment10
4.7.1 Social responsibilities10
4.7.2 Demographical shift11
4.7.3 Shift in public conception11
4.7.4 Social Events11
5.0 Competitive analysis. (Tina)12
5.1 Competitors12
5.2 Points of Difference12
5.3 Position in the Market13
5.4 Future competitors13
6.0 Market segmentation, target marketing and positioning (Mila)14 6.1 Geographic segmentation14
6.2 Demographic segmentation15
6.3 Behavioural segmentation20
6.8 Positioning Map: (Tina)21
7.0 Product Strategy (Mila)23
8.0 Price Strategy (Mila)25
9.0 DISTRIBUTION STRATEGY (Mila)27
10.0 COMMUNICATION STRATEGY (Mila)28
10.1 Mass communicated advertising in common with targeted communication28 10.2 In-store communication29
11.0 WEBSITE EVALUATION. (Tina)31
11.0 Website evaluation31
11.1 Technical aspect31
11.2 User friendliness31
11.2.1 Ease of navigation31
11.2.2 Ease of contact31
11.3 Site attractiveness32
11.4 Marketing effectiveness32
11.5 Legal compliances32
12.0 STRATEGY ASSESSMENT (Tina)33
Reference35

1.0 Introduction(Mila)

This report has been compiled to gain an understanding of marketing strategy of Hell Pizza chain operator based in New Zealand. The company operates through 65 outlets in New Zealand and franchised in Britain, Canada, India, Korea and Australia (Restaurant and Food Services Industry in New Zealand, 2012). In this report only New Zealand’s marketplace will be reviewed and contains the analysis of Hell Pizza’s most successful marketing practices.

Eight research objectives have also been reviewed:

• environmental scan
• competitive analysis
• market segmentation
• targeting and...