Pizza Hut is an old well-known brand but lately has been suffering a loss of business from a lack of proper digital marketing and advertising strategy. In today’s world of business, companies come and go; The market place is a highly competitive place where the brands that don’t adapt to the changing environment, don’t survive. In this presentation case study, we will discuss how Pizza Hut, once a big competitor in the fast-food market, can reclaim its lost glory.
We will analyse the problems faced by Pizza Hut and how our students at IIDE came up with a social media strategy to tackle them.
About Pizza Hut
Pizza Hut is one of the most recognised fast-food brands in the world. It was founded in June 1958 by two brothers Dan and Frank Carney in Kansas, USA. Since then the chain has been popping up across the globe and filling people’s stomach with great pizzas.
Pizza Hut came to India in 1996. The first outlet opened in Bangalore, and now the chain is in 26 states with 399 branches. Although an old and respected player in the fast-food world, it has been recently overshadowed by its competitors, McDonald’s and Dominos who have used Social Media successfully to make amazing eye-catching campaigns.
In this presentation, our student team has taken up the project to study the problems faced by Pizza Hut and devise a vibrant digital marketing strategy for their comeback.
IIDE was founded to provide quality education to transform you into a digital marketer, one that can create entire campaigns and make data-driven business decisions. We train our students through intense, real-life and practical projects. We aim to empower every student with the knowledge and experience to make them into professionals when they walk out of our institute.
The students behind the research, brain-storming and solution creation are Het Nisar (Right) & Harshita Tarsariya (Left). They have done vast amounts of research and created an equally extensive social media strategy to combat the issues faced by Pizza Hut.
So let us begin the Problem Identification process by analysing more about Pizza Hut and its current state of affairs.
Pizza Hut’s Marketing Mix and Analysis
To understand the business problem holistically, one needs to look at the Marketing Mix of external factors the company operates in. Pizza Hut desperately needs to find out what it’s competitor’s do that makes them successful and then emulate it. Keeping that in mind, the student team has analysed Pizza Hut through the following methods:
1. Pizza Hut’s Competitor Analysis
Competitors constitute the external environment of a business. No company can act in isolation and has it be aware of its competitors’ moves to adapt, survive and win. Pizza Hut’s main competitors are Dominos and a close second is the burger behemoth, McDonald’s.
The student team has analysed the competition in regards to social media reach and engagement and have created the following charts to illustrate it. They are as follows:
2. Customer Segmentation of Pizza Hut
Target Audience is the main group of customers that a company wishes to cater to. For instance, Pizza Hut is a fast-food brand, hence it’s target audience ranges from teens to young adults (15 to 27 year-olds) as this age group likes eating pizzas the most. Similarly, Target Audience Analysis tries to understand the main customer segment of a brand and try and understand their needs and wants.
Our student team has conducted a Target Audience Analysis for Pizza Hut to gain deep insights. The following is a summarization of the data they received:
Pain Point Analysis
After understanding the competitions and customers, our student has boiled down the idea to these three major pain points.
Having done the proper research required to understand the pain points and the business environment, we shall now have a look at the solution proposed. A good business solution requires deep insights and analysis, as the student team has demonstrated.
Pizza Hut Social Media Strategy
Pizza Hut suffers from a lack of engaging and widespread audience on social media. Our students have crafted a solution to tackle the problems faced by Pizza Hut. You can download the entire Pizza Hut Digital marketing and advertising strategy ppt here.
You can download the entire Pizza Hut Digital marketing and advertising strategy ppt here.
First, let us look at the objectives of the solution.
Now that we know the objective of the campaign, let us look at the real campaign!
Pizza Hut Branding: Mood Board
Mood Board is a design technique where all the elements related to the branding scheme of the company are put together to create a cohesive vision of the project. The student team proposes as its first step to beautify and reorganise the Pizza Hut posts, creatives and social media content. As they are targeting an age group of 18- 27 years, their solution is to target the audience where they most are, on their phones.
They intend to use pop culture references, memes, gifs and everything people love sharing. By doing so they are creating sharable and memorable content. This wins people’s heart and gains sales, as the competitors of Pizza Hut – McDonald’s and Dominos are winning.
Keeping these in mind, now let us look at the amazing social media campaign made by the student team.
Capturing the cultural trend, the student team has created campaign #Pizzamoji. If you wish to order a pizza on any food delivery platform like Zomato or Swiggy, you can just put 🍕 in the search bar and get directed to Pizza Hut. They have planned many interesting promotional campaign strategy from all fronts. Using many forms of marketing techniques and mediums is also called “Omni-Channel Marketing”.
Here is a blueprint of the omnichannel marketing they are going to use achieve their objectives, and the prospective budget for the same:
Pizza Hut’s Advertising Strategy – #Pizzamoji
We all love using emojis to talk and communicate with each other, don’t we?
1. Organic Posts
Organic posts refer to the natural or unpaid audience of a page on social media platforms. For example, if a page has 500 followers, it has the potential of reaching 500 people that follow it. Organic posts is a great way to improve engagement with an audience that already knows you and follows you.
Social Media Platforms likes and Facebook and Instagram consume an average 3 of hours in the life of an Indian millennial. On these platforms, they love sharing posts and funny content with their friends.
Let us look at the funny and creative posts our students have created:
Now let us discuss paid promotions, the way to attract new customers.
2. Paid Posts
To reach potential customers on social media, paid posts are the best way. In the paid post, you can select your target audience by many metrics such as age, location, sex, education, preferences etc. Facebook and Instagram provide a wide variety of such parameters to help you pinpoint exactly the audience for such ads.
To buy this audience’s attention, every social media team requires a budget to spend. The student team has created a budget for these promotions.
The paid posts are nudging the customers to try the pizza emoji delivery and enticing them with discounts. The students have created the following creatives for a paid post-campaign:
3. Influencer Marketing
Another medium to reach new customers is social media influencers. Influencers are people with large followings and a fan base. People tend to listen to other people they look up to, that’s what a lot of the social media influencers are to people. Idols. An influencer can sponsor and endorse your products and help you gain reach and credibility to diverse audiences.
The student team has picked a wide variety of influencers, from lifestyle to foodies. To popularise the emoji for ordering pizzas, they have asked the influencers to add the pizza emoji to their names. They have employed the following six influencers:
Apart from the usage of the emoji on their bios, influencers are going to put swipe-up stories to direct people to the Pizza Hut portal on Swiggy and Zomato. This part of their strategy is for increasing the direct sales from the influencer marketing efforts.
4. SEO Strategy
Search Engine Optimization or SEO is the practice of enhancing your website so that it ranks better in Google searches. There are many aspects to it, but most importantly is the concept of Keywords. Keywords are used to tell the Google Search Engine what your website, blog and content is about. The more understandable it is to Google what your website is about, the better it will rank it when people search for things related to it.
The student team has created a list of 20 crucial SEO Keywords they would like to target. They are as follows:
Blogs are a great way to spread awareness and information. A business can use blogs to talk about common topics related to their product, industry or related queries. This way they can educate the customer as well as create trust between them so the customer remembers and buys from the business.
For Pizza Hut, the student team proposes blogs on these topics:
You can download the entire Pizza Hut Digital marketing and advertising strategy ppt here.
6. Email Marketing
We all get thousands of promotional emails, and the reason for that is that emails are one of the most effective marketing tools. Emails help you establish contact with the customer and inform them on offers, discount menu updates and a lot more.
The following promotional emails are a great example of attractive and to the point marketing:
The best way to be remembered by a customer is to keep reminding them! Remarketing is the technical term for the same. By employing this strategy you can make sure that the customer stays loyal to you and whenever they think pizza, they think Pizza Hut.
To remarket to your customers, you require their details. The student team has created a flow chart for showing how they will generate leads and how and where they will remarket to them.
Pizza Hut is a well-known brand in India but has recently suffered a loss of customers due to the lagging in Social Media. The modern customer is tech-savvy, spends heavy time on social media and loves sharing social media content with their friends. To market to them, a brand has to be funny as well as provide good service.
By making content related to pizza, to communicate in the language of the customer and to stay relevant are the ways Pizza Hut can market to its customers. The student team has leveraged beautiful and eye-catching creatives with a deep, insight-driven digital marketing strategy to accomplish their goals. They used all elements of the digital world and made a diverse and strong strategy.
If you want to learn to make business-driven and diverse strategies, join us at IIDE and let us train you to be career-ready.
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