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분야
docxII. Analyses of Pizza Hut
① STP (Segmentation, Targeting, Promotion)
② 4Ps (Product, Price, Place, Promotion)
III. Analysis of Competitive Environment
① Pizza Industry
② Competitors (Mr. Pizza, Domino)
IV. Current Communication Strategy
① Analyses on Message of the Advertising Campaign and Evaluation of the Advertising
② Communication Mix
V. Incorrect Positioning
① Erroneous Price Strategy
② Losing Female Customers
③ Old Brand Image
④ Change in the Cultural norm around Eating Out
VI. Recommendation for Future Marketing Communication Strategy
① Overall changes in interior design
② Smart for One Menu
③ New Promotion
④ Advertising (Body-Copy)
Pizza Hut is a subordinate company of YUM Brands, Inc. Pizza Hut Korea opened their first restaurant in Itaewon in 1985. It had been using the catch phrase, “함께 즐겨요, 피자헛” which reminds people of joyful time with close people having Pizza Hut Pizza. It also has various records that prove high satisfaction of the customers or their strong brand power. In fact, Pizza Hut had been a market leader. Though people loved Pizza Hut most, it was only until 2009. After then, the market challenger Mr. Pizza got the title of market leader. Their sales and the number of restaurants are bigger than those of Pizza Hut. The reasons are that Mr. Pizza targeted women in their 20s or 30s and applied differentiated marketing strategy for them. For example, they developed their menu appropriately for women’s taste and they also held several events for women. On the contrary, Pizza Hut targeted general people rather than choosing a certain segment and due to this, their marketing strategy has been focusing on basic elements like price or quick delivery service. And these cannot be competent factors to the company for the long run. In addition, although Pizza Hut developed menus for Koreans’ taste at first, their pizzas are getting boring and featureless. However, Mr. Pizza’s advertisements show new menus all the time. With these problems, we selected Pizza Hut as the subject for the final group project.
