Hut is trying to increase their profitability and awareness by customers in the online pizza ordering segment of the pizza industry. The online pizza ordering industry causes customers to spend more and it is an easier and faster way of ordering placement. Currently, Pizza Hut does not have an ideal number of online consumers and needs to produce an online ordering advertisement campaign to change this.This project Is designed to capture the audience’s attention; portraying Pizza Hut as a convenient place to order online pizza. The opportunities in this area of the industry segment are very attractive and profitable. Studies have shown that consumers that order online are more likely to spend more money.
The top three goals that this project is trying to achieve are: 1 Moving the consumers view on ordering pizza to an online approach, 2 Placing Pizza Hut Into the awareness set, and 3 Showing Pizza Hut as a top competitor In this industry with high accuracy rate, higher ease of use, and better service overall.The Millennial group is the primary target for this project. This group is derived up of males and females with ages from 18-34. The main focus within this grouping is younger moms ages 18-24 with young children. They have a higher rate of purchase and they have the highest profit potential in the Millennial segment. The top competitors for Pizza Hut are: Dominoes, Papa John’s, and Little Caesar. Dominoes and Papa John’s are currently the only two from the top three competitors of Pizza Hut that provide online ordering, so they will attract the most focus In this segment.
They both show the ease of use and accuracy of their products. They both provide a rewards program for loyal customers, and offer deals for ordering online. The tone hat the advertisements should convey to the audience should exhibit enlightenment on the consumers amount of stress. This should be done by showing that the use of online ordering is much simpler and faster than traditional ways of ordering.The overall message that Pizza Hut would like to convey: Pizza Hut Is the absolute best way to order pizza online and provides a high quality product.
This message is new to the audience because Pizza Hut has never made an online ordering campaign. These ads will be the base for future brand perception. The visuals in the ad campaign are going to be new images because Pizza Hut has never made an online ordering ad. We will be illustrating the ease and speed of ordering online through Pizza Hut.
We will show the ease of the online app for phones and tablets as well as the ease of placing an order through the website. The ad will show customers at home placing the online orders. Our deliverables will be a report and presentation demonstrating what we plan to do to increase customer loyalty, increase online ordering, and attract new customers to Pizza Hut.