Managing the Marketing Strategy Process With the advent of mobile technology, ne

Question

Managing the Marketing Strategy Process

With the advent of mobile technology, new avenues have been opened to marketers to reach their target markets in new ways. Companies now operate in two market environments; the marketplace (the traditional face to face engagement) and marketspace (a face to screen environment). However, marketers are still challenged to design and execute strategies that capitalize on the unique customer value-creation capabilities utilizing technology in the pursuit of a meaningful marketspace presence.

Pizza Hut and imc: Becoming a Multichannel Marketer

Pizza Hut is the world’s largest pizza chain with more than 10,000 restaurants in 100 countries. It was also one of the top 35 U.S. Internet retailers.

This case describes Pizza Hut’s online business initiative that produces hundreds of millions of dollars in annual revenue. Specific emphasis is placed on Pizza Hut’s multichannel marketing approach to creating a unique customer experience and customer engagement platform.

The video case provides a behind-the-scene look at how a market leader in the quick serve restaurant industry revolutionized interactive marketing.

Sources

Kerin, R. A. & Hartley, S. W. (2017). Marketing. (13th ed.). New York, New York: McGraw-Hill Education.

Watch the Pizza Hut case video: http://www.viddler.com/embed/597eeeaf/?f=1&autoplay=0&player=full&disablebranding=0

Review the following online websites and articles:

“Pizza Power Report: 2014 State of the Industry,” Pizza TV, November 26, 2013,

Watch: http://www.youtube.com/watch?v=A7-e_W0Hj0I  

Based on the information provided, put yourself in the position of a marketing consultant brought in to the company to critically examine the company’s interactive website, and then formulate a set of well-developed and supported recommendations to the company’s senior leadership team. The recommendation should be logically presented, well-supported, and thoroughly vetted.

Explanation / Answer

As a market consultant, one would have to analyse and recommend the senior leadership team on strategies and ways to attract new customers as well as retain the existing customer profile. The case requires a critical examination of the company's website and then develop recommendations for it.

In this technological era, the digital presence of a company on social media platforms is an absolute must. The more interactive a company is with its customers, the higher will the brand retention be. There are so many players in the market now that it has become a must for a brand like Pizza Hut to remind the customer base who the king in the jungle is. A brand like Pizza Hut should focus on differentiation strategy and try to capture the market by bringing innovation in marketing techniques. It has been shown that many customers are willing to pay a higher value for better quality pizza.

So, let us start examining the interactive website of Pizza Hut. We will start with the Home Page and then dwell further to the website. On going to the Home page we find a cluster of action buttons which attract the eye of customer. Next to every pizza, there is an order now button which helps the customer to instantly order the particular pizza. The main banners on the page, where the offers for customers are put are not automatically showing the different offers available for them. This can lead to the customer not finding the other offers unless they manually go n click on the next icon on the site. Further, the customer may not immediately spot the icon to start ordering a custom made pizza. The current icon just says "pizza" which may not let the customer know that they can get custom made pizza too there. The icon could be bit more highlighted and should be renamed as "Make your own pizza". The font size on the page is a bit on the smaller size so that makes reading it a bit strenuous. The colour scheme of the website is very attractive and eye catching though. The home page could also include few testimonials of the satisfied customers telling how much fun they had making their own pizza. This would spur on the new customers to try it out themselves. Pizza hut should also make its presence known on Instagram too as its very popular among the current generation. The social media icon currently lists only Facebook, twitter and You Tube links.

Now, moving on to the section where the customer orders for the pizza via the "Pizza" icon on the page. The customer is directed to the menu section where one can find the whole array of pizzas available to order. The price is written right next to it, so the customer clearly knows what they are paying for it. But one serious drawback in this page is the "customize icon". The customize icon is very small red colour icon and there is no written text labeling the icon as customize icon. The customers ordering might keep looking around where they can customize their pizza which majority want to do. The fonts can be made a bit more better. The icons for sorting of pizza based on Veg, Non veg and price can be made a bit more bolder and brighter.

The rest of the website icons include Sides, Meals, More and the Offers tab. The Meals tab has got the customize icon clearly visible with written text too which tells the customer they can click here to customize the meal. The offer tab has the same offers that are on the home page. There could be more offers or videos uploaded here.

Overall the recommendations would be :

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