Executive Summary

Discuss about the Digital Marketing for Mobile Marketing Programs.

Executive Summary

Pizza Hut has made a robust and better reputation for its quality products and has earned the right kind of demand and respect from their customers from all around the world. Its quality and new innovative products and with a higher commitment to look bigger from the past few years and they are successfully done that too. But the Pizza Hut business owners are still planning to capture more market shares. The management team and the pizza hut employee knew that needs to be done and attained through the goals which have been put on them and them ideas they have visualized or assumed help them to recognize the way they will meet their objectives or goals. Similarly, the pizza hut company has their different targets set for them, and they have to obtain or apply various plans and strategies to meet successfully these objectives which are set.

Segmentation

The segmentation is the process of analysing and defining the customers into groups which share similar characteristics. The segmentation of the pizza hut is easy and straightforward to understand (Wu et al. 2013). Let us discuss the segmentations of the business with different variables. For example, if we can consider the following aspects then we can understand it in much better way. 

Demographics – The young and kids generations are the primary segment of pizza hut. The section is mostly related to high business class and income families who can spend money on the best tasty pizza in the marketplace.

Geographic – As we know that pizza hut business and a market are in the entire world, and they are the real brand of world’s best quality pizzas (Hasan 2013).  If we consider the locations, then we will see that pizza hut is operating around 80 different countries which include India, China, UK, Pakistan, Russia, USA and many such countries. Pizza Hut USA geographic segmentation is the developed cities and they are available in many different cities in the USA. 

Behavioural – This segment is related to the class where the customers love to spend money on eating pizzas (Tanwar 2013). That is why the USA, has the largest and leading chain with more than 6,000 U.S.A Locations. 

Psychographic – This segment refers to include customers with having a better feeling about the sense of food mostly the pizza grouped and individual’s wants to enjoy with their family and friends as mentioned in the slogan of pizza hut. The pizza hut is there to serve all kinds of personalities as they do not have any particular product for specific individuals.  

Segmentation

Targeting

The targeting refers to the processes which evaluate each and every segment of attractiveness and choose one or more than one part to enter. The pizza targeted market sees as a family product, and they do not directly sell their consumer or clients. The targeted market of pizza hut is the high and middle-class families (Singh 2014). It has been discussed earlier in our discussion that pizza hut does target high-class families and employees, but now a day’s pizza is trying to attract a broad range of different customers from upper and middle-class families as well.  We can also say that business is focusing the present lively individuals as they are spending money on items like food (Lynn Ph D 2013). The company is also trying to attract the vegetarians with their wide range of veg pizzas by maintaining the best taste and quality. They are targeting mostly the young generation individuals as they mostly like to hang out with friends every day.  They are trying to attract and target their customers by providing multiple services such as Take away and Dine In (Fernandes 2013).  The basic way of targeting the market is that they want the customers to be food lovers and should have high incomes. 

Positioning

The positioning refers to an arrangement of products to capture a unique, precise and desired place about competitor products in the mind of a customer (LaTour and Carbone 2014). There are multiple steps in positioning which are:

Identification of possible variations and competitive benefits of Pizza Hut

Services and product differentiation

Level of channel and services differentiation

Selecting the right variations of pizza hut

The pizza attributes such as hot pizza is importantly considered to position the business products in the target customers mind.

The pizza product variations are easy to separate by using the business products attributes of pizza hut because the competitors of pizza huts are not providing or offering the same kind of product with similar quality.

Tactics

Improving Website Design

The most important for pizza hut is to improve and enhance their business website so that they can attract more customers (He 2013). Nowadays things have become digital and today’s generation are not interested in looking Television ads, therefore to attract more customers they have to provide the right kind of product information and the business product offers. 

Customer Engagement

They should provide membership and discount cards for their loyal customers. They should reduce the price when to compare to their market competitors, and if they cannot do that, then they should produce large varieties of pizzas and pizza hut other products. They should conduct events and games to make customer engagement (Berman 2016). They should put some stalls in colleges and universities where the college events are conducted.

Targeting

Mobile application

Everyone are using advanced Android and IOS based mobiles, so this will be a good opportunity for pizza hut to launch a mobile application and promote their business and attract new customers (Fernández-Cavia and López 2013). It will give the pizza hut business to reach more numbers of customers.

Product – The pizza hut is most importantly known for its Italian baked products such as pasta, bread, and pizzas. But due to some competition in the marketplace, they are concentrating on local areas as well. They knew for their variety of tasty pizzas. The characteristics of pizza product are that they are high quality standard and are served in various sizes.  The consumers do love the delicious taste of pasta and pizzas. 

Price – The pricing of the pizzas in the pizza hut is high or skimming. They do not compromise on their product quality they provide when compared to their competitors as they do understand that value of quality so the pizza prices are premium and even though customers do prefer pizza hut. 

Place – The pizza hut is located in most of the productive areas of the states mostly across the areas of urban. Now this kind of location helps the pizza hut business to maintain the premium positioning in the customers minds (Shah 2013). Due to a higher value of products are sold out in pizza hut the highest quality is also retained as well. 

People – The best part of this business is the bell they have at their doorstep. When any customers ring out the bell after they are done with their food and going out of the restaurant, this shows customers appreciation. 

Physical Evidence – One of the main reasons of pizza hut that they can maintain the premium cost is due to the natural ambiance and evidence. 

Process – They only serves the freshly made pasta and pizza products.  A there method includes having the raw products have prepared in the kitchens. Once they receive the order, they then finish the half cooked product to full and then serve hot to their customers.

Promotions – They are known by their smart marketers or promoters for their products. The ATL promotions fully focus on presenting their latest products as well as improving their brand equity. 

6.1 Gantt Chart

Below the table is a representation of company Gantt chart which reflects and highlights the complete directions of the project from a period a six-month; the researcher has shown that how the project will be continued over the span of time.

Positioning

Figure 1: Example of Gantt chart

(Source: He, Zha and Li 2013, pp-470)

Budget

The researcher has manipulated that the company has an estimated budget £50,000 for this last six-month project. The below-illustrated table depicts the estimated overhead costs of adapting and implementing each aim.

Estimated Budget £50,000	Prescribed Month
July	August	September	October	November	December
Digital Activity and Tools
Company Application
App Development	£3000	£2000	0	0	£2000	1000		£8,000
App Maintenance	£500	£2000	£1000	0	£500	£2000		£6,000
Maintain ace of  Website
Mobile & tablet formatting	£2,000	£2000	£2,000	£2000	£2000	£1,000		£11,000
Website Development	£2,000	£1000	£1000	£1000	£2,000	£1,000		£8,000
Website Maintenance	£500	£500	£500	£500	£500	£500		£3,000
Social Media
Social Media manager	£1000	£2,000	£1,000	£1,000	£1,000	£2,000		£8,000
Competition	£1000	£1000	£1000	£1000	£1000	£1000		£6000
Total Costs Per Month	£10,000	£10,500	£6,500	£5,500	£9,000	£8,500		£50,000
Total Cost: £50,000

Company Budget Plan

Measurement and Control

The above section explains that how the researcher has reviewed the company success towards the effectiveness of the marketing plans. The term measurement and monitoring reflect the company financial and fiscal policy to estimate and manifest the entire budget of a project.

First aim

Creation of mobile application with advanced features for the company and achieve more than 1000 downloads. The numbers of downloads may not highlight the number of customers using a company based application. The number of downloads can be maintained and manipulated from the perfect measurement of Google Play Store. Some experts and analysts exclaim that many individuals just downloaded the company based applications; they even don’t open it. To measure this form, the number of daily new products has to be kept in touch and updated. Another option of measurement is to calculate the analytics of Google.

Second aim

Improve the design of company websites make it attractive; make it possible for all types of social networking sites to increase the possibility rate of customer from different worldwide. It is critical to measure the Analytics of Google; just to improve the effectiveness of the company performance (Khanna 2015).  Originally, it is entirely dependent upon the rate of bounce with the aim of achieving the perfect suggestion of aid mentioned in the diagram above.

Third aim

Manipulate and engage more social media to increase the number of customers by January. The use of Google measurement is very helpful and useful for making certain assumptions and consequences to review the earliest figure comparison. Practical tools like Facebook, Instagram, Twitter, etc. can also help in generating a lot of customers from different parts of the world.

References

Berman, B., 2016. Planning and implementing effective mobile marketing programs. Business Horizons.

Fernandes, S., 2013. A case study approach on Indian companies and global companies entry in foreign markets: An analysis of glocalization strategies. Journal of Business Management & Social Sciences Research (JBM&SSR), 2(1), pp.30-39.

Fernández-Cavia, J. and López, M., 2013. Communication, destination brands and mobile applications.

Hasan, M.R., 2013. International Marketing Planning-An Analysis of Burger King. GRIN Verlag.

He, W., Zha, S. and Li, L., 2013. Social media competitive analysis and text mining: A case study in the pizza industry. International Journal of Information Management, 33(3), pp.464-472.

Khanna, R.B., 2015. Production and operations management. PHI Learning Pvt. Ltd.

LaTour, K.A. and Carbone, L.P., 2014. Sticktion Assessing Memory for the Customer Experience. Cornell Hospitality Quarterly, 55(4), pp.342-353.

Lynn Ph D, M., 2013. The Target Market Misapprehension: Lessons from Restaurant Duplication of Purchase Data.

Shah, R.B., 2013. Impact of Marketing Mix Elements on Customer Loyalty: A Study of Fast Food Industry. Prestige International Journal of Management and Research, 6(2/1), p.54.

Singh, N., 2014. Marketing flexibilities: Lessons from the corporate. In The Flexible Enterprise (pp. 333-345). Springer India.

Tanwar, R., 2013. Porter’s generic competitive strategies. Journal of Business and Management, 15(1), pp.11-17.

Wu, C.T., Tsai, Y.H. and Peng, J.Y., 2013. Consumers’ Cognition and Satisfaction Level Toward Pizza Hut. Journal of Applied Sciences, 13(21), p.4754.