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... New Product Launch 4-5
3 Competition 5-6
4 Pizza Market 6-7
5 Sales/Cost 7-9
6 Marketing & Financial Objectives 9-11
7 Advertising Budget 11-12
8 Market Swot Analysis 12-14
9 Market Segmentation & Targeting 14-16
10 Differentiation & Positioning 16-18
11 Attributes & Benefits 18-19
12 Pricing Strategy 19-20
13 Branding & Packaging 20-21
14 Conclusion 22-22
15 Works Cited 23-25
Company Background
Pizza Hut became part of the world’s largest restaurant group in 1997 when a company called Tricon was founded. ... The healthy frozen pizza market is a contemporary and competitive market, which means that it will require advanced marketing and marketing communication. ...
Pizza Market
Marketing efforts must be directed at the most important aspect of the macro environment, the consumer. ... The difficulties experienced in developing a marketing plan for the United States should enable planners the ability to exploit lessons learned in foreign markets. ...
Marketing & financial objectives
Pizza Hut intends to increase its share of the pizza market by breaking into the frozen pizza business and including a healthier line. The best way to do this is by establishing marketing objectives for the new product line. Pizza Hut’s marketing objectives include building business and consumer awareness, training the employees to sell the new product, and holding down promotional costs (Kotler 276).
To build business and consumer awareness, marketing for the new product will take several forms - flyers distributed at the dine-in restaurants, ads placed side-by-side with current direct mail coupons, and special deals such as buy one pizza in the restaurant and get a coupon for one-half off for a frozen pizza. ... These forms of marketing will help hold down promotional costs while building awareness of the new product. ... Pizza Hut has established quantifiable goals throughout the marketing plan. ... These measurements will determine the success of the marketing plan for Pizza Hut. If reality happens to fall short of our intentions, perhaps the target market, marketing communication methods will be re-evaluated. ... Marketing Management Millenium Edition, Tenth Edition.
Approximate Word count = 5676
Approximate Pages = 22.7
(250 words per page double spaced)
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