Marketing Planning for Hell Pizza

DIPLOMA IN APPLIED BUSINESS LEVEL- 7
NAME - Saurabh Arya
Student Id Number - 11456
MARKETING, PLANNING AND CONTROL
Hell Pizza
Marketing
Planning

INTRODUCTION
Fast-food chains are popular businesses all over the world. Fast food is a type of mass-
produced food with a priority of fast service (livestrong.com, 2019). There are several
business giants functioning globally in fast food genres. In New Zealand, there are a number
of popular fast food joints like Hell Pizza that are competing with international giants such as
Burger King, McDonald's, Domino’s. Hell Pizza is a New Zealand based pizza chain serving
in the fast-food industry (Assadinia et al., 2019). The present report is an attempt to provide
an overview of the company, its vision and mission statement, Internal and external
environment, its resource limitation and implications and a marketing plan which includes
marketing objectives, strategies and tactics, design of monitoring and control system of the
plan, and recommendations for its improvement.
1. COMPANY OVERVIEW
Hell Pizza is a kiwi-owned brand which sells premium quality pizza, snacks and pasta in
New Zealand. Hell Pizza was started with the purpose of selling delicious pizza with
exceptional service and high-quality food by Callum at Kelburn Squash Centre in Wellington
in 1996 (Hellpizza.com, 2019). In 2006, the New Zealand Master Franchise right of Hell
Pizza was sold to Tasman Pacific Food (the New Zealand master franchisee for Burger
King), but in 2009, it was purchased back by Hell from Tasman Pacific Food. After 2009, Hell
Pizza has expanded the chain within New Zealand and to the UK, Canada, Ireland, India
and Korea (Hellpizza.com, 2019). At present, the franchise operates through a total number
of 70 outlets across New Zealand (Hellpizza.com, 2019).
Hell Pizza was also popular because of their controversial advertisement and for being the
first pizza chain in New Zealand to introduce online ordering (Hellpizza.com, 2019). The
uniqueness of Hell’s marketing campaign still retains its use of dark and satirical themes. For
example, the menu of the franchisee uses the theme of hell. The seven standard pizzas are
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named after seven deadly sins as described in the Bible (Slade, 2009). To remain popular
and unique through its advertisement Hell Pizza used the expression “Sell your soul” in one
of their mass advertising in 2013. The advertisement attracted complaints because of the
expression that is used in the advertisement as people did not find the expression good for
advertising a few complaints were lodged with the Advertising Standard Authority (ASA). As
there were no grounds to proceed because “sell your soul” is a common saying that means
something dark and satirical, ASA ruled the allegation to be irrelevant to any further
proceedings (Hellpizza.com, 2019).
2. PRODUCT OVERVIEW
Hell Pizza specializes in fast food items, especially in pizza. The current menu offers a range
of seven standard pizzas, dessert pizzas, gourmet pizzas, pasta, snacks, salads, dips and
beverages (Hellpizza.com, 2019). They serve non-vegetarian, vegetarian, gluten-free and
vegan options for all their customers. The food chain provides dine-in, pickup and delivery
services (Hellpizza.com, 2019).
3. MISSION AND VISION OF THE COMPANY
Mission: “The best-damned pizza in this life or the next...” which means Hell wants their
pizza to be the best pizza ever eaten by someone in their life.
Although Hell Pizza does not hold any specific vision statement. But the founder, in some
interviews, has stated that he found the mainstream pizza industry to be boring and “lacking
fun stuff” (myhellhole, 2019). The founder's vision, therefore, was to create a brand that
spoke to the youngsters, have fun while working, flexible and interesting.
Strategy : - In one of his quote, he states that “Our strategy has always been to be noisy in
the market” (McMullin as cited in Rogers, 2012). However, the chief marketing strategy of
the franchise was to deliver food at a consistent price and never to compromise with the
quality (Hellpizza.com, 2019).
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4. MICRO ENVIRONMENTAL ANALYSIS AND ITS IMPLICATION ON BUSINESS
4.1. CUSTOMER ANALYSIS
STP (Segmentation, Targeting and Positioning) analysis would help demonstrate the link
between the overall market, customers and competition.
Segmentation:
 Demographic segmentation-
The target customer of Hell Pizza is the age group of 15-55 in New Zealand which
basically is comprised of students and working professionals, as these people have no
time to prepare food and require food that can be grabbed as fast as possible.
(concentrate.co.nz, 2019).
 Geographic segmentation-
Hell Pizza is an NZ based company. Its primary customer base is kiwi students and
young professionals, in urban areas of New Zealand, UK, Ireland, Canada, Korea and
India.
 Psychographic segmentation-
Due to the urbanized lifestyle, more people are indulging in fast food instead of a
home-cooked meal this day. Fast-food chains, encashing this tendency, are quickly
grabbing the opportunity to attract more customers. Hence, Hell Pizza targets students,
youngsters and professionals who depend on a quick takeout or online ordering for their
meals.
Targeting:
Hell Pizza targets students and young professional within the age group of 15-55 and
hence opens outlets near offices, stations, movie halls and campuses. These group of
people get no time to prepare food and require food that can be grabbed as fast as
possible.
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