Marketing- Pizza Hut

Timeline

- Largest pizza chain with more than 10,000 restaurants in 100 countries

• Top 35 U.S Internet retailers in 2009

• Target market: families, young adult males

• Goal: build sustainable relationship and engage people in meaningful and profitable way by providing better experience

Seven Web site design element that Pizza Hut uses for their site

• Context and content: picture, video, site’s layout, sound, text, and promotion.

• Commerce: capabilities to enable commercial transaction

• Connection:

• Communication

• Customization

• Community

Customers’ response:

• Customization

 Express check-out

 Preference – Movie night pizza

 Pizza customization

• Convenience

 Saved delivery and payment information

 On site ordering method: Facebook, desktop widget, and apps don’t disrupt customers’ habit, and they can easily order at their convenience

 8 second rule- website grabs customer attention “START ORDER” button

• Communication

 Fun and energetic – Example: Pasta Hut

 Spontaneity connects with customers and encourages engagement

 Twintern- encourages dialogue and interaction on social media

 Facebook

 Promotions and advertisement

• Cost

 Goal: easier and cheaper transactions

 Target cost conscious mothers and deal-seeking young adult males

 Value and convenience  Promotions and coupons

 Dynamic pricing: customize how much you are willing to pay (ie: extra toppings)

 Bundle Pricing- meal deals! (ie 2 liter Pepsi and breadsticks $5)

• Control

 Control over purchase decision process

 Customization of product

 Control over price

 Cookies – market controls

• Choice

 Website helps customers make satisfactory choices by

o Product description

o Product recommendations based on prior purchases

o Product pairing

What’s Next?

• Evolving digital market place

o 1 billion marks within next 5 years

o Digital transaction leading all revenue within a decade

• Reorientate engagement with...