Integrated

Marketing

Communications

- Pizza Hut

Adrian Webb

Situation Analysis -Competition p. 1-2 -Trends p. 3 -Pizza Hut p. 4 -Economic Impacts p. 5-6 -Technological Impacts p. 6 -Product analysis p. 6-7

Results p. 8-10

Stakeholders p. 11

The Launch p. 12-13

References p. 15

Situation Analysis

SizeThe size of the pizza market has exploded over the years. This explosion is due to a number of factors, such as, popularity of the taste, convenience of the product, simplicity of the preparation and ingredients. Pizza has grown in popularity with the rise of delivery/take-out and frozen pizza markets. Americans eat about 350 slices of pizza per second every day, which is roughly 23 pounds per person, per year. The surprising fact is that the market is split almost 50/50, with frozen pizzas having a slight edge over delivery/take-out. (Barnes, Cynthia 2002.) Since there is a slight favor towards frozen pizzas this would be an excellent area for Pizza Hut to expand into. Although since the frozen pizza market has become so saturated it is important for Pizza Hut to use strategic positioning and branding to find the right niche in the frozen market.

Frozen Pizza CompetitionThe main focus, in any market is to please and meet the needs and wants of your consumers. Frozen pizza consumers are seeking a pizza that is great tasting, convenient to prepare, nutritious, has a variety of toppings and an overall quality of the product. (Hartnett, M. 2004) The current competitors know and are striving to achieve these needs. The top frozen pizza competitors are DiGornos, Tony’s, Freschetta, Tombstone, and Totinos. They are top competitors not only for their taste, but also largely because of their price. When consumers want a quick and easy meal they also want it cheap, so they tend to nab the lowest priced pizza out of the grocery freezer.

Competitors know this and brands like Totinos and Tombstone are the two cheapest brands, which share a large part of the younger adult market because of the low prices. Average a Totino’s pizza costs $1.39 and a Tombstone costs $4.18 compared to Pizza Hut delivery, which is the most expensive delivery at $14.14 plus tip. There has been a lack of new products in the frozen pizza market over the past couple of years, that’s why price has been such a factor. With innovative products a frozen pizza brand could break free out of the promotional cycle. (Hartnett, M. 2004)

Price could also be the factor that causes the slight popularity of frozen pizza over delivery. In a taste test conducted by Slate Corp showed that more people preferred Papa John’s delivery against Pizza Hut and Domino’s. The worst pizza was Totinos frozen pizza against Tombstone DiGiornos and Freschetta. The tasters in this test were in search of a pizza that had a gourmet taste, but found gummy crusts and spongy meat. (Barnes, Cynthia 2002) This taste test proves that not only do people want a reasonable price, but they also want a great taste. This is where Pizza Hut’s frozen pizza could excel in this market. They have the great restaurant taste, but they need to work on bringing down their price to compete in this market. The thing that Pizza Hut has that its competitors don’t have is its brand value. People know and love Pizza Hut the restaurant, and this trust will carry over to their line of frozen pizza. Pizza Hut has worked hard to be named ‘Americas favorite pizza’. (Garcia, Tonya 2007)

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In table 1 the major seller of the 2005 frozen pizza market was DiGiorno with 37 percent. The second leading was Tombstone with 20 percent. This important to know because DiGiorno is still one of the top sellers in the frozen pizza market. They will be Pizza Huts biggest competitors because like Pizza Hut DiGornos prides themselves on possessing a gourmet, restaurant taste. In table 2, September is the highest selling month for frozen pizza. This should be the month Pizza Hut launches its frozen pizza line. This is the month when people purchase the most frozen pizza and launching a new line during this time would increase sales. This helps us understand the frozen pizza market life-cycle. At the beginning of the year in February the market is at it’s lowest. In the middle of the year in April the market has risen but not to its’ max. In September the market has reached its’ maximum selling for the entire year. We must keep in mind that this data is from 2005 and the market has most likely changed, but this gives us an idea of what the frozen pizza market is like.

Top Brands of Frozen Pizza (52 weeks ending September 4, 2005)Milling & Baking News, November 1, 2005, p. 30 data obtained from Information Resources Inc., for

Supermarkets, Drugstores and Mass Merchandisers excluding Wal-Marthttps://www.aibonline.org/resources/statistics/2005pizza.html

Table 1

Table 2

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Although there are some frozen pizzas, such as Michael Angelo that is giving into this nutritional need. Michael Angelo pizza has introduced to the market its new CarbBalance Self-Rising Pizza. This pizza is positioned to win consumers with pizza that is great tasting, but is also offers benefits of being lower in carbohydrates. Another brand that has jumped the health train is DiGiorno with their Rising Crust Vegetable Pizza. This pizza earned more first-place votes in a taste test performed by Good Housekeeping magazine when compared withTony’s and Tombstone. (Good Housekeeping.com)

Delivery/Take-out:The major trend with delivery/take-out is promotions. Many families, and especially college students go directly to their refrigerators on busy school nights when there is no time to fix a meal and instead of reaching in the freezer for a frozen pizza they scan the out-side magnets and coupons for the bestDelivery deals. They delivery customer usually has the phone number memorized because of the radio jingle they hear every day. This market is all about promotion and branding. These companies worry about how to get their name out to the consumer whether it be through radio, television or through promotional coupons. Coupons are a great way for this market, because the coupon that is hanging on the consumer’s refrigerator all the time is simply another point of contact. The more coupons the consumer has on his or her refrigerator door of a certain brand the more likely they are to remember the name after being exposed to the coupon every day. It also makes the company available by having the phone number right there in front of the consumer. They don’t have to search through a phone book to find a number.

Trends Frozen Pizza:“According to canning data collected by The Nielsen Co., frozen pizza accounted for $2.75 billion in sales at supermarkets with $2 million or more in annual revenue during the 52 weeks endingDecember, 29th 2007. Perhaps the main reason that the pizza category is humming on all cylinders is that the products being offered are anything but the same-old, like the products reputation in years past.” (Phillips, Bob 2008)

The major trends amongst frozen pizzas today are the battle between thin crust and stone oven baked crust. Brands such as Schwan’s, DiGiorno and Tombstone are all gaining success by providing a variety of thin crusts and oven baked crusts. They have so much success, because the frozen pizza market is starving for brands with variety and new pizza concepts. (Hartnett, M. 2004)Another trend is the nutritional trend. With diets like Atkins, which is a low-carb diet, hampered the frozen pizza market. Many market experts believe this trend will pass. “Reggio’s Gist says, ‘The low-carb trend has had very little, if any, effect on our business. We think it is a trend that will pass. There is no question that many consumers want certain things in their diet, but we don’t have any plans to modify our products to accommodate that trend.’” (Harnett, M. 2004) Consumers want taste, convenience and value. Even weight conscious consumers don’t want to compromise taste, convenience or quality for healthier pizza. (Hartnett, M. 2004)

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Pizza HutPizza Hut is a very successful company that continues to search for the next new thing. They are continually switching up the market to allow new trends and new menus to generate sales. Two college-aged brothers with the help of $600 from their mother started Pizza Hut on May 31st, 1958 in Wichita, KS. The small company began to grow as they expanded to Topeka, KS and then the building of Pizza Hut’s first home office in Wichita, KS to handle the 145 restaurant locations. In 1971, Pizza Hut became the number one pizza restaurant in both sales and number of restaurants. Pizza Hut celebrated its 5,000th restaurant location nationally and internationally in 1986. In 1995 Pizza Hut introduces Buffalo wings onto its menus, which become very popular among males ages 18-35. Forcing Pizza Hut number one delivery during the Super Bowl. To accommodate to nutritious and health conscious consumers Pizza Hut launches a ‘Fit’ n Delicious’ pizza in 2003 with just 3.5 to 5 grams of fat per pizza. (PizzaHut.com)

•2000-Pizza Hut becomes the first company to place their logo on the fuselage of the world’s largest proton rocket.

•2001-Pizza Hut becomes the first pizza delivery to deliver to space. •2003-‘Fit’ n Delicious’ pizza is introduced.

•2006-Cheese Bits pizza is introduced.

•2007-Online Ordering for any Pizza Hut location.

•2008-Text Message ordering is available.

•2008-Restaurant-quality Pastas are introduced.

(www.pizzahut.com)

Pizza Hut has had some good promotions and some bad promotions. An example of a good promotion is Pizza Hut’s “Free Slice of Pizza Day” on May 1st where they gave everyone an opportunity to try their new and improved hand-tossed pizza. Sampling is a way to engage consumers outside of the regular consumer base. (Chang, Irene. PR Week. 2007)

Another good promotion was the “Online Cheese Bit Challenge.” This is where people would go online to play a computer game on the Pizza Hut web site to rack up points to get a free garlic bread or free cheese bits coupons. This promotion built awareness among the younger generation because of the Internet medium. (Lamb, Vickie. 2006) Also the “VP of Pizza” was another very successful promotional campaign. This promotion called for people to use Internet resources such as YouTube and MySpace to express how Pizza Hut is ‘America’s favorite pizza’ by submitting videos.The winner would become the “VP” of pizza winning a ‘company car’, $25,000 salary and free pizza for a year. (Garcia, Tonya. PR Week. 2007)

An example of Pizza Hut’s failed promotions was a commercial featuring an elderly Italian couple marveling at the New Sicilian Style Pizza. This was not received well by Americans of Italian descent. Pizza Hut’s corporate offices received a number of complaints, including one from the Sons of Italy, a nationwide organization for men and women of Italian descent. They argued that the commercial portrayed Italian men as gangsters, and Italian women as elderly, overweight, unattractive housewives and grandmothers. They believe that the stereotyping portrayed through commercials like these have helped shape the stereotype of the public opinion. So, Pizza Hut was forced to retire the commercial. (De Sanctis, Dona. AD Week. 2006) Another poor promotion was another commercial portraying a father receiving delivery; paying for the delivery; and celebrating that the pizza delivery boy had charged him less than what the price was. Concerned consumers expressed their concerns for this commercial and what values it was teaching children on a feedback web site; www.planetfeedback.com. “As adults we know this commercial is a clever way to promote a good product price. As children, they only see that a father figure is very happy about ‘beating the system.’ A corporation like Pizza Hut shouldn’t have to resort to such seedy advertising, promoting dishonesty.” (Dan M. www.planetfeedback.com)

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Social ImpactsCollege kids view movies like (Animal House “College Experience” movies) and view it as the staple thing to do when you are in college. Pizza Hut has positioned itself as more of a family pizza restaurant. Is this really the right way to go? The cheap college student market is pretty well saturated by competing companies, but that is a large market with lots of young adults. Do college students tend to stick to the same “trusted” pizza place, or do they switch it up? As young adults, college students are very easy to persuade, especially with promotions and free food. When launching a frozen pizza, Pizza Hut must at a promotion onto the already great tasting Pizza Hut frozen pizza. An example of a possible promotion is with every purchase of a Pizza Hut frozen pizza you receive a bottle of the brand new “Spicy Peppers” from Pizza Hut. (The peppers that can be found in Pizza Hut restaurants will now be available in grocery stores, so customers can enjoy all the aspects of eating a Pizza Hut pizza at home compared to eating one in a restaurant; there will be no difference.)

Pizza Hut is in a prime position right now to start planning a frozen pizza launch. They have covered every other market from restaurant to delivery, from pasta to chicken wings. Now is the time for a new, but trusted Pizza Hut frozen pizza to be sold in grocery stores as well as in Pizza Hut restaurants.

Economic ImpactsPizza sale has grown in the economic market since the 70’s because of the increased importance of higher education, which means more college students, which means more hungry low income young adults away from their mothers cooking looking for something fast and cheap. Pizza delivery is a staple for college students. The frozen pizza can’t take long to bake because you are competing against fast delivery services that take 30 minutes or less.

The pizza and fast food market today faces extreme economic challenges. Challenges such as; effects of war in Iraq (i.e. Rising oil/gas prices), upcoming presidential elections, other competing frozen pizza brands, families and college students need more for their money.

Increasing oil/gas prices

With increasing gas prices due to the war in Iraq and the economic struggles with foreign oil producers it will be more expensive for delivery. Delivery prices will have to increase for the customer in order for the pizza companies to shed the extra costs. This gas crunch just might be what it takes for consumers to switch from ordering delivery to buying frozen Pizza Hut pizzas instead. With the economy in a resection families along with college students are cutting corners to save money.

Elections 2008

With upcoming elections, the economy usually tends to go into a surplus when there is a switch in governmental power. With the surplus, families will have more expendable income and will be more inclined to order delivery over frozen pizza. This could dampen the success of a frozen pizza launch. 5

This is a huge advantage for Pizza Huts frozen pizza. People trust and know the brand so they will be willing to try a frozen pizza made by their favorite restaurant. Another advantage is that this hasn’t been done before. A popular delivery restaurant hasn’t broken into the frozen pizza market. This gives Pizza Hut an extra edge.

Weaknesses: The major weakness of this plan is that the frozen pizza market is already saturated with so many other types and styles of pizza that adding another one won’t make any difference to the consumer. Pizza Hut is not a familiar frozen pizza brand to the consumer so they might pick a familiar frozen pizza brand instead of a delivery/restaurant brand. It would be hard to find a blue ocean market in the frozen foods category.

Opportunities: The major opportunity we have is Pizza Hut is already a very recognizable brand that people know and love. Pizza Hut has already taken over the chicken wing market; the pasta market and now it can take over the frozen pizza market.

Threats: The major threats for Pizza Hut is other competi-tors and also investing a large sum of money in a risky, saturated market.

Consumers- Pizza Hut’s key consumers are families. To be more specific families who live in rural towns. Pizza Hut has done an amazing job of reaching consumers in rural towns. This is an ingenious idea, because in most cases the Pizza Hut res-taurant is the only restaurant in the small town forcing business there. Also families from small town when visiting larger more intimidating cities often dine at familiar Pizza Hut restaurants for meals. Pizza Hut has currently been promoting to a younger crowd with promotions on the Internet. They want a larger share of the college-aged market. With promotions like online ordering and text message ordering they are becoming very popular among younger generations.

Government Regulations

There are several concerns when it comes to political and governmental regulations. Fortunately Pizza Hut as a well established food restaurant is already very aware of all of the Food and Drug Administration regulations along with other specific health codes, etc. I would like to point out two potential regulations that Pizza Hut’s frozen pizza market might encounter.

Technological ImpactsThe technology behind frozen pizzas has advanced over the last few years. There are many new styles and flavors emerging out of the frozen pizza market. “Schwan’s other new product, the Red Baron Mexican Flavored Stuffed Pizza Slices, was introduced in January. ‘We have some pretty aggressive plans for new products during the back half of this year. We will be talking about them at the Frozen Foods Convention in October, said Brian Nau, the Vice President of marketing at Schwan’s.” (Hartnett, M. 2004) With advances in rising crusts frozen pizzas have been able to answer the call for healthier, low-carb pizzas that are still quick and convenient to make.

Product analysis Strengths: The major strength of Pizza Hut pizza is its popularity with families and its expansive restaurant locations. Another huge strength is that is an actual restaurant style pizza. Many competing frozen pizza brands say that are like restaurant style pizza, but they do not actually own operating pizza restaurants.

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It is questionable if the industry can pass on the increased prices of its products to the consumer. It has been calculated to replace 20% of the current oil usage for mobility, up to 65% of the current agricultural land might be required.” (Saulnier, John M. 2007) This is a huge issue for Pizza Hut to watch for. It is not under governmental regulations yet, but with the oil prices and environmental issues the government might have to enforce a Biofuels regulation in the near future. (www.entrepreneur.com)Recycled Plastics in Food Packaging:

There is an immediate push for industries large and small to “Go Green.” Even individuals are setting examples of “Going Green” by buying Hybrid vehicles, recycling and using energy efficient light bulbs. As a good example, Pizza Hut should use “Go Green” as a focus when developing a frozen pizza packaging idea. Pizza Hut would gain consumers trust and respect by realizing the environmental issues at hand and acting upon them with recyclable packaging. This issue is also an issue that Pizza Hut should be aware of incase the government enforce all packaging to be recyclable. If Pizza Hut makes their product recyclable to begin with it will save them time and money later in the game. “FDA’s main safety concerns with the use of recycled plastic materials in food-contact articles are: 1) that contaminants from the post consumer material may appear in the final food-contact product made from the recycled material, 2) that recycled post-consumer material not regulated for food-contact use maybe be incorporated into food-contact packaging and 3) that adjuvants in the recycled plastic may not comply with the regulation for food-contact use.” (CFSA/Office of Food Additive Safety. 2008. www.cfsan.fda.gov)

Pizza Hut must also understand what the current frozen pizza consumer is looking for. They are looking for QUALITY! As a well-respected pizza restaurant, consumers are going to expect even more from Pizza Hut’s frozen pizzas. So even if the marketing and PR launch is right on target, if the final product does not live up to the consum-ers expectations the entire campaign is a flop.“The Frozen pizza industry has been taking pains to stay current with food trends, as well as consumer trends. Another important factor in the growth of frozen pizzas is the willingness of manufacturers to accept, and react to, the will of consumers one of the key factors driving catego-ry growth is a vast improvement in product quality overall.” (Phillips, Bob 2008)

Use of Biofuels “The impact of extreme weather, high energy costs, government regulations and land availability for future cultivation of vegetables ranked as the most important issues addressed during the 5th conference of the EU Vegetable Processing Industry held April 20th, 2007. “ (Saulnier, John M. 2007) With the extreme climate variations, brought on my global warming it is hard for farmers to produce needed crops for frozen food packaging plants. This is an even more increasing issue as the development of Biofuel become more and more predominant. With the production of Biofuels more and more cropland will be used for growing crops dedicated to Biofuels and less land for vegetables dedicated for consumption. “And as a basic rule of economics, this will increases the price of raw materials. That by itself will put pressure on our industry as our retail customers are used to having lower prices each year.

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Preliminary Testing Results:

Survey:A survey was completed by ten respondents and consists of questions concerning the taste, price and brand reputation of frozen pizzas. Pizza Hut was also put in the survey to get a feel for how people felt with Pizza Hut being in the mix with other top frozen pizza brands. After completing the survey, respondents were asked a series of questions to further get a feel for what the respondent really felt about a Pizza Hut frozen pizza product. These questions also served a debriefing for curious respondents.

Table 3:This talbe shows the preferences of the 10 respondents of the survey. 40 percent of the respondents expressed prefering DiGiornos frozen pizza the most. Although surprisingly even though Pizza Hut does not have a frozen pizza line, respondents in this survey would prefer to have a Pizza Hut frozen pizza over the other top frozen pizza brands.

Table 3

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Table 4 represents the perceived price of each frozen pizza brand by the 10 survey respondents. They perceived Pizza Hut to be the most expensive and Totinos to be the cheapest. DiGiornos and Freschetta were perceived to be the exact same price and Tombstone and Red Baron were perceived the same as well. We already know that if Pizza Hut launches a frozen pizza line, its’ biggest competition will be DiGiornos. If DiGiornos is perceived to be cheaper than Pizza Hut people will chose the familiar frozen pizza brand DiGiornos, but if Pizza Hut under prices their new frozen pizza line people might be leery of purchasing it with the perception of it not being as good of quality as DiGiornos. This price trap is a difficult decision to make, but Pizza Hut should price their frozen pizza line just above DiGornos price and use promotional coupons to balance out the cost.

Table 4

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Table 5 represents by the 10 survey respondents if they viewed certain brands to be healthy or unhealthy. The result was very interesting, 3 out of the 6 brands of pizza were thought to be healthy. Totinos and Pizza Hut were perceived as the two unhealthiest. During the debriefing portion of the survey, I asked respondents why they felt totinos and Pizza Hut pizzas were the two most unhealthy. Most respondent with the thought of totinos is unhealthy because it is cheap and any food that is cheap is unhealthy and Pizza Hut would be unhealthy because it is from a restaurant and eating out is very unhealthy.

Table 6 represents the break-down of occupations of my sample respondents. Because I have spent a lot of time in the hospital my respondents were either a nurse, doctor, teacher or student. This occupation break-down gave me some interesting data. Surprisingly nurses and doctors o v e r w h e l m i n g l y felt that pizza was healthy. When asked why, they replied that most of the pizza they ate was full of vegetables and they view that as being very healthy.

Table 5

Table 610

Stakeholder Message Projected Perception

CEO of Pizza

Hut

Brand extension is a step forward for

your company. This move will

generate new market income.

The CEO will be excited for the

launch, but a bit skeptical on the new

market income.

Pizza Hut

employees

Help promote the launch of our new

concept of “taking the goodness home” in the restaurant. Frozen

pizzas will be available in the

restaurants and employees will work

as sales people for the new product.

Employees will be leery of the

success of a frozen pizza launch, because it could take away business

from the restaurants, which would

force managers to cut employees.

Families With soccer practice, ballet, and gymnastics, it’s hard to find time to

make a meal the whole family will

love, so don’t bother Pizza Hut has got you covered. Don’t have time to

call or dine in, that’s fine it’s all in

your freezer. A real Pizza Hut pizza

in your freezer, all you have to do is heat it up. Pizza Hut bringing the

goodness home!

Families will view the frozen Pizza Hut pizza as a time saver and a

great back-up if they run out of time

to cook a meal. But families are very tight for money and if not priced

fairly, Pizza Hut could lose their

business to a cheaper frozen pizza

brand.

College Students When your studying for a test and

you hear you stomach growl and you

realized you haven’t eaten, don’t reach for the phone and pay for

expensive delivery, you need food

now! Reach for your freezer door. Introducing the new Pizza Hut frozen

pizza, bringing the goodness home!

Students will skip the extra delivery

cost and time by stocking up on

Pizza Hut frozen pizzas.

High School

Students

Mom’s not going to be home for

another hour and you’re so hungry

you’re considering eating your homework. Don’t freak; just open the

freezer. Real food, for real hunger.

Pizza Hut bringing the goodness

home.

High School students gain a bit of

independence knowing they can

have Pizza Hut pizza without having

to call or drive to the restaurant.

Singles Love the restaurant taste of Pizza

Hut pizza, but hate eating by your

self. Now you don’t have to even

leave your kitchen, or wait for delivery. Just open your freezer

door! A real Pizza Hut pizza all you

have to do is heat it up.

Singles would hopefully find this

message as a joke, but realize the

convenience of Pizza Hut’s frozen

pizzas.

Stakeholders

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The Launch:For the Pizza Hut frozen pizza launch we will be using a series of media to help publicize the launch. We will be launching in September, because we want to make sure consumers are aware of the Pizza Hut frozen pizza before fall/winter when the weather becomes harsh and people don’t want to go out in the weather so they eat more meals at home. People also tend to keep their freezers and pantries stocked during the winter incase they get snowed in. September is the perfect month to begin the product recognition so when winter arrives Pizza Hut frozen pizzas will be fresh in the consumers mind. The first week of September will be spent on public relations, consisting of news releases getting sent out to every news/media outlets, and also blogs, facebook and myspace will be in full force with advertisements and stories to generate interest in younger consumers. The second week, will be spent on television advertisements. The TV ads will contain 60 and 30 second spots geared towards families. Our celebrity endorser will be Patricia Heaton along with Ray Ramano both from the hit CBS TV series “Everybody Loves Raymond.” On the show Patricia Heaton plays Debra Barone, an overworked, under-appreciated housewife who is married to Ray Barone, who is played by Ray Ramano. The couple faces everyday stresses of children and in-laws but is balanced by the comedic relief of Ray Barone. This would be a perfect setting for a Pizza Hut frozen pizza advertisement. Debra is always getting put down on her cooking skills by her mother-in-law and never has enough time to cook, so she could easily use Pizza Hut’s frozen pizza as a solution to both her problems.

The third week, will be spent on print advertisement and promotion. These adver-tisements will feature full-color advertisements of “Everybody Loves Raymond” scenes from the television advertisements. These print ads should appear in popular magazines as well as inserts in major newspa-pers along with promotional coupons they can take to the grocery store to receive a discount on Pizza Hut frozen pizza. The fourth week, will be spent on television advertisement for college students and younger. These commercials will feature hit music artists endorsing the convenience of not having to leave their home. It will show them in the restaurant trying to enjoy their favorite Pizza Hut pizza with paparazzi taking photographs and disturbing them, then it will show them getting fed up and going home directly to their freezer and pull out a Pizza Hut frozen pizza. Then it will show them enjoying their favorite pizza in the comfort of their own home free from the paparazzi at last.The final 3 days will be spent on 30-second radio sound bites taken directly from the television advertisements of both week two and week four advertisements. They will be played on all major radio stations. After the month of September, post launch research will be conducted to measure the effectiveness of the launch and the level of product recognition among our respondents. We will also measure the likability of the product. This process will be continued through then month of October and if he post research data comes back negative after two months, Pizza Hut might want to reconsider if the frozen pizza market is right for them. They might want to discuss other options on how to capture consumer interest.

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The final 3 days will be spent on 30-second radio sound bites taken directly from the television

advertisements of both week two and week four advertisements. They will be played on all

major radio stations.

After the month of September, post launch research will be conducted to measure the

effectiveness of the launch and the level of product recognition among our respondents. We will

also measure the likability of the product. This process will be continued through then month of

October and if the post research data comes back negative after two months, Pizza Hut might want to reconsider if the frozen pizza market is right for them. They might want to discuss other

options on how to capture consumer interest.

September, 2008

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

1 2 3 4 5 6

Public Relations: News releases will be sent and blogs, facebook, and myspace will

contain advertisements.

7 8 9 10 11 12 13

Television advertisements: Celebrity endorser Patricia Heaton and Ray Ramano

advertise Pizza Hut frozen pizza as their characters on “Everybody Loves Raymond.”

14 15 16 17 18 19 20

Print advertisements: print ads and promotional coupons will appear in all major

magazines and newspapers.

21 22 23 24 25 26 27

Television advertisements: Celebrity music artists endorse the convenience of enjoying their favorite Pizza in the comfort of their own home without getting bothered by

paparazzi.

28 29 30

Radio 30-second

spot advertising.

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Ending RemarkThrough the one-on-one question session with the respondents, the majority said yes they would purchase a Pizza Hut frozen pizza and yes they thought it was a good idea. However from the business side this product extension is very risky that could cost Pizza Hut time, money and most importantly, loyal customers by venturing them away from the restaurants. The question now is; is Pizza Hut willing to take that kind of risk to enter into an already saturated frozen pizza market?

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References: Barnes, C. (2002, June 19). Easy, Not Cheesy. Slate Article. Retrieved April 13, 2008, from http://b1112w.blu112.mail.live.com K-State Libraries.

Hartnett, M. (May 2004). Pizza Makers build the “pie”; leading brands seek bigger slice. Business Media, (2004). Retrieved April 13, 2008, from http://b1112w.blu112.mail.live K-State Libraries.

U.S. Food and Drug Administration. Recycled Plastics in Food Packaging. Retrieved April 15, 2008, from http://www.cfsan.fda.gov/~dms/opa-recy.html

Saulier, J. M. Frozen food forum. Entrepreneur.com. Retrieved April 15, 2008, from http://www.entrepreneur.com/tradejournals/articles.html

D. M. Offensive Pizza Hut commercial. planetfeedback. Retrieved April 15, 2008, from http://www.planetfeedback.com

De Sanctis, D. (2006, November 13). Take off the Apron. AD Week, p. 19.

Garcia, T. (March 5, 2007). Pizza Hut gives customers taste of what it’s like to be VP. PR Week.

Lamb, V. (October 23, 2006). Pizza Hut plays web card for new variant. Promotions and Incentive.

Chang, I. (June 18, 2007). Sampling lets fast-food chains engage new, existing customers. PR Week.

Pizza Hut.com. Our History. Retrieved April 12, 2008, from http://www.pizzahut.com

Good Housekeeping. Taste Test: Rating Frozen Pizza. Retrieved April 13, 2008, from http://www.goodhousekeeping.com

Phillips, B. (March 2008). Not your father’s pizza. Progressive Grocer.

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