Pizza Hut a New Pie in the Sky Ad Strategy
... improve the global exposure of Pizza Hut. That was defining the problem. Jonathan Blum a Tricon senior vice president spent weeks on the research of the problem. He called on representatives at the Naval Observatory in Washington, satellite experts at Hughes Space and Communication International, the Federal Aviation Administration and scientists at he Hayden Planetarium in New York for research, help and guidance. The first idea the market research team had was to actually place the logo on the moon itself but after utilizing the second step in the market process research they soon realized it could not be done. The logo had to be the size of Texas and then still could not be seen with out a telescope. So, the third step in the progress is formulating a hypothesis. The market research team needed a different idea. This brings the market research team to the forth step. Creating a research design to fulfill the new campaign. The research design was to find a way to place their new logo on a Russian rocket ship and obtain global exposure. This is where the idea for the thirty-foot logo to be places on the Russian rocket and it was launched into space. The research team moved to the fifth step in the market research process. Collecting data from all the different sources on how to place the logo on the rocket. Complex and informative data was collected. Permission had to given by Russia officials to place the logo on their rocket. Which was not too hard of a task considering Russia is financially staving so, the price was affordable for Pizza Hut budget. More data was collected for example when would be the best time to launch the Russian rocket for the most global exposure? What would be the risk in achieving such a goal? The final step in the Market Research Process is presenting the data. After collecting all the data it was presented to Mr. Rawling’s the chain’s CEO. The approval was given but with total understanding that there is only a ninety five per...