Research Project Part II Media Planning and Buying Angelina
Troia Cristina Flores Juliana Darpino Jessica Boff
Slide 2
Research Objectives 1.Explain current situation and campaign
goals 2.Break down target market and media research findings
3.Re-define and clarify Target Market 4.Reveal campaign theme
5.Show campaign and budget allocation between paid, owned, and
earned media 6.Demonstrate budget 7.Concluding remarks
Slide 3
Situation Analysis & Campaign Goal Pizza Hut: 46% digital
sales $245.8 mill. Ad Spending Dominos: 40% digital sales $191.1
mill. Ad Spending Papa Johns: 45% digital sales $152.3 mill. Ad
Spending Little Caesars: 0% digital sales $22.4 mill. Ad Spending
Currently, Pizza Huts sales have been declining Struggling to
create a constant theme in order to attract consumers Creating a
new campaign will improve positioning Concentrating on digital
sales will boost revenue and online presence
Slide 4
Target Market Demographic Rationale Other facts 25-34 year olds
spend the most at Pizza Hut Pizza Hut consumers have graduated
college
Slide 5
Target Market Lifestyle Choices Rationale Our research shows
that They consider themselves affectionate, passionate, and loving
Internet TV Magazine Radio Gen Y: technology savvy, influenced by
meaningful content ad and social networking Gen X: use technology
for lifestyle needs, not as influenced by social networking, appeal
to direct marketing, immune to traditional ads Moms spend twice as
much time online each month than general population
Slide 6
Target Market The Social Adolescents (18-24) -Audience size:
25% -Consumption size: 30% -Propensity online food order: most
likely The Proactive Protectors (25-34) -Audience size: 37%
-Consumption size: 37% -Propensity online food order: likely The
Passive Users (35-44) -Audience size: 37% -Consumption size: 33%
-Propensity online food order: least likely General Target Market:
Ages 18-44
Slide 7
Campaign Theme & Rationale An extension from current Hut
Lovers loyalty program Overall research shows that Gen Xs
upbringing in empty or divorced homes motivates them to invest more
love into family and lifestyle Previous and current love themed
campaigns have proven success: Honey Maid, Cartier Tiffanys,
Cadbury Additional research shows that Pizza Hut consumers see
themselves as affectionate, passionate, loving and romantic
Slide 8
Paid Media: Television Advertising Our Pizza Love Campaign TV
spot will run for 30 second on the following channels: MTV,
Nickelodeon, ESPN, FX Prime time TV spots: Big Bang Theory (CBS)
American Idol (Fox) NCIS (CBS) Allocate most spending during
September December
Slide 9
Paid Media: Online Advertising Banner Ads on the following
Websites: Yahoo, AOL, ESPN, YouTube Alternating between 3 day
takeovers and 6 month regular banners Hulu: 6 months video ads
Buzzfeed: Native content advertising during a holiday
Slide 10
Paid Media: Magazine, Radio, & Direct Advertising Magazine:
People & US Weekly Radio: 60 spots small, medium, and large
cities Extra around Holidays Direct mail/email: Special promos on
certain Holidays/Events Target Gen X through mail Target both Gen Y
and Gen X through email
Slide 11
Paid Media: Partnership Current/Old Partnerships: Visa, Red
Cross, Xbox, Hersheys, Hulu Our New Partnership: Healthier
alternative to soda Gen X: Appeal to mothers decisions for kids Gen
Y: Appeal to health conscious and convenience Previous history with
PepsiCo (owns Tropicana) would make easier transition and
beneficial for both parties
Slide 12
Owned Media: Online Presence Use our Social Media platforms and
website to Advertise our Pizza Love Campaign with hashtags Create a
more fun, trendy, and loving Twitter feed Utilize Facebook for
target ages 30-44 with promos And on the Pizza Hut app Add a game
that user can play during delivery time #lovetoplay Research: 62%
of Pizza Hut consumers enjoy online games Send your love send a
pizza to someone you care about
Slide 13
Owned Media: Instagram Revamp Pizza Huts Instagram page lacks
variety and consumer engagement We will incorporate our campaign
theme into the profile to demonstrate Pizza Love #PizzaLove
#HutLover Contests to be featured Display celebs and users loving
pizza
Slide 14
Earned/Paid Media: Philanthropic Stunt Execution From
Thanksgiving to Christmas we will running a donation based feature
on website/app Donate $1 (slice), $5 (small pie), or $10 (large
pie), to shelters through World Hunger Relief send your love to
those in need On Dec 23 rd ; reveal our Time Square billboard where
a digital pizza heart and will grow as people keep donating In Time
Square volunteers will be accepting credit card donations through
iPad server Digital ordering discount coupons will be handed out
Rationale: 85% of millennials correlate purchasing decision to
brands social good effort
Slide 15
Below the Line Tactics Coupons: Direct Mail, Email, and loyalty
program hut lovers Gift-With-Purchase: When sending your love
through app, a small gift bag of Hershey kisses will be given
Loyalty Program: Heavy promoting Hut Lovers through social media,
microsite, and website Special deals for those who really love
Pizza Hut
Slide 16
Special Holiday Ads & Promotions 4 th of July: Include a
discounted Pizza in your BBQ with direct marketing coupons via mail
and email; #LoveUSA Labor Day weekend: Heavier TV advertising
because fall shows will be returning Halloween: Customized
Halloween pizza topping shaped like pumpkins and skulls Only
available through online ordering Promote this idea on TV, radio,
and social media #HalloweenPizzaLove Thanksgiving: Heavy TV and
internet advertising (Hulu) Begin advertising World Hunger Relief
partnership Hersheys chocolate kisses pizza 10% donation to WHR
Black Friday: Heavy on direct mail/email coupons Christmas/New
Years: Reveal Time Square interactive pizza heart billboard
Volunteers will take donations to help fill up the World Hunger
Relief pizza heart
Slide 17
Overall Media Plan Execution Allocation Breakdown: 1.TV: $33.4
Million 2.Online: $6.3 Million 3.Interactive Time Sq. Billboard:
$1.5 Million 4.Magazine: $5,480,400 5.Direct Mail/Email: $500,000
6.Radio: $300,000 Nationalizing: 1.South 37%: $18,500,000 2.West
23%: $11,500,000 3.Midwest 22%: $11,000,000 4.Northeast 18%:
$9,000,000
Slide 18
6 mo. Advertising Flow Chart
Slide 19
Budget New Overall Sales - Current Overall Sales= Increase in
Sales 6.594 Billion - 5.7 Billion = 894 Million Yum Brands Profit
Margin = 10.83 % 894 x 0.1083= 97 Million ROI=(97 Million- 52
Million)/52 Million= 0.87 => 87 % ROI Media Plan Total Budget:
$46 Million
Slide 20
Concluding Remarks Use constant theme of love to attract target
market and reveal a new, thoughtful and positive campaign Push
online ordering incentives to targets who are at higher tech
propensity Re-vamp social media platforms Allocate total media
plans consistent to targets habits and demographic And most
importantly Boost digital sales!