There are several dozen percent customers that 4ps

This preview shows page 9 - 12 out of 19 pages.

There are several dozen percent customers that 4P's have to refuse every day if they do not make a reservation. Adding a restaurantto increase the serving capacity is a matter for Pizza 4P's to think about, and consequently the pressure to grow the machine but notchange the quality of service.Campaign ObjectivePizza 4P’s wants to get 50% knowledge of the Ho Chi Minh target market within a year. By using a wide range of tools, we stronglyexpect this estimated statistics and the target audiences to be excited about Pizza 4P’s as well as spread buzz/word of mouth.Communication Strategies and TacticsPhase 1:- Time: 4 months
- Objective: At the very first 4 months, Pizza 4P’s expects an extreme customers attention to the brand as well as more customersconcern with the brand. The stage is called“Draw Attention – Raise Concern”.- IMC Program:Advertising: Pizza 4P’s is going to add a flavor of artistic magic to the brand with some fresh and innovative ways to promote ourpizza. Pizza 4P’s will team up with a specialized design agency, Wildfire Brand Consultancy to create some illustrated ads. Theyabsolutely are elegant and stylish illustrations that incorporate our iconic pizza with love between males and females. With a littleoptical illusion, the pizza transforms into a male’s and female’s hand patterns, specifically, it is a hands holding drawing. The firstillustration shown are on billboards at crowded intersections and LCDs at airports. The illustration’s style transmits the elegance andluxurious values that is tied up with the brand.Digital Marketing: Additionally, to gain deeper insights into what consumers truly thought about the brand, Pizza 4P’s will turn toresearch using social media channels and focus groups. It monitors consumer online chatter and solicited thousands of directconsumer feedback messages via Facebook, Instagram and other social media. We want to shout out loud and clear: We have heardyou! Also, the brand continues to ask customers for feedback and uses the insights to improve marketing decisions. It even set up aWebsite where dinners can upload pictures of Pizza 4P’s food,breaking one of the ultimate rules of fast-food advertising bydisplaying real, untouched photos.Phase 2:- Time: 4 months- Objective: Aiming to increase target customers perceive about Pizza 4P’s productsandpositioning the brand clearly in targetcustomer's mind.- IMC programs:
PR: At this phase, the company decided to choose Editorial and Advertorial to delivery the exact information about Pizza 4P’s fortarget customers because almost everyone suppose that Pizza 4P’s provides productsas same as other competitors but higherquality. With content “What make Pizza 4P’s different?”, each article will revolve around the products and values that Pizza 4P’s bringto customers. Editorial articles will be posted in magazines such as Ẩm thực & Tiệc – Tastea & Event, Heritage Japan, ELLE, HeritageGuide.Advertorial posts will be appeared on websites such as Vnexpress.net, Kenh14.vn.

Upload your study docs or become a

Course Hero member to access this document

Upload your study docs or become a

Course Hero member to access this document

End of preview. Want to read all 19 pages?

Upload your study docs or become a

Course Hero member to access this document

Term
Spring
Professor
Ninh Đức Cúc Nhật
Tags
Marketing, pizza hut, Ho Chi Minh City, Pizza delivery, pizza 4p

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture