Digital Marketing and Social Media for Pizza Hut Singapore

This report explores the digital marketing and social media strategy of Pizza Hut Singapore, including reach, activation, conversion, and engagement. It also includes a SWOT analysis and recommendations for growth.

Management
Digital Marketing and Social Media
4/8/2019
Pizza Hut Singapore

Management 1
Contents
Introduction......................................................................................................................................3
E-Environment.................................................................................................................................4
Reach...........................................................................................................................................4
Activate........................................................................................................................................5
Convert........................................................................................................................................5
Engage.........................................................................................................................................6
Online Consumer Profile.................................................................................................................6
Demographic................................................................................................................................6
Psychographic..............................................................................................................................7
Behaviour segment......................................................................................................................8
Swot Analysis..................................................................................................................................8
Strength – Opportunity..............................................................................................................10
Weakness – opportunity............................................................................................................10
Strength – threat.........................................................................................................................11
Weakness – Threats...................................................................................................................11
Recommendations..........................................................................................................................11
Race Model................................................................................................................................11
Reach.....................................................................................................................................12
Activate..................................................................................................................................12

Management 2
Convert..................................................................................................................................12
Engage...................................................................................................................................12
Growth Strategies..........................................................................................................................13
Market development..................................................................................................................13
Market penetration.....................................................................................................................14
Product development.................................................................................................................14
Diversification...........................................................................................................................14
Conclusion.....................................................................................................................................15
References......................................................................................................................................16

Management 3
Introduction
Pizza hut was established by brothers Frank Carney and Dan in Wichita, Kansas in the year
1958. The idea to open a parlour of pizza was recommended by their family. Later, with the
small capital and collaborating with John bender to effectively managed to purchase the second-
hand equipment to make more pizzas and open in small building that are present at 503 South
Bluff in downtown Wichita. The company brought the interest of Wichita people at opening
night. This has been found that Carneys and Bender has introduced a good strategy that given
away free pizza. In a year later, pizza hut was combined and first franchise unit started in 1959
by dick Hassur in Topeka, Kansas. The company was named as the number one national Pizza
chain in America considering the views of the Restaurants & Institutions’ “2001 Choice in
Chains” survey. Currently, Pizza Hut is one of the largest Pizza restaurants in Singapore and it
was started in 1981 in Jalan Pelita (Pizzahut.com.sg, 2019).
The report will conduct the research deeply related to the online customer profile, SWOT
analysis of Pizza Hut and in the end of the research, some suggested are given to the company.

Management 4
E-Environment
Paid Owned Earned
R YouTube
SMRT media
Facebook
Yahoo News
Michele Chong
A Food and travel website Facebook
Instagram
Owned website
C MasterCard’s Qkr mobile
payment app (Keal, 2018)
Owned website
Owned mobile app
E
Reach
Reach include the building awareness of brand, its product as well as services that are present on
different website and in offline media with the motive to form the traffic by driving visits at the
different web presence like your main site, microsites or the social media pages (Chaffey and
Patron, 2012). This section includes the maximum reach to form the different interactions with
the use of different paid, owned, and earned media touch points.
 Paid- Paid media contribute in generating awareness for pizza hut in Singapore market
that include you tube, SMRT media, Facebook, yahoo news and many other. These social

Management 5
media tools help the company in informing about the services as well as the product with
the different discount and offers.
 Earned- Company has earned Michele Chong who helped them in conducting the
advertisement Pizza Hut products. She is well-known actor who promotes the product
and this generates the awareness in the market (Chaffe, 2012).
Activate
The act is to engage the audience with the brand on its website or on other online presence. Pizza
hut Singapore tries to engage the audience through different ways:-
 Paid- In paid, the company engage the people on the website that are related to food and
travel (Chaffe, 2012). There are numerous websites perform the tie- ups with restaurants
to provide the home delivery of food. For example, Uber introduced Uber eats, on which
different restaurants are registered from where the customer can place order.
 Owned- Company operates its own website, Facebook page, as well as Instagram page
on which they update the feeds on regular basis that engage the customers.
Convert
The convert include achieving the conversion to marketing goals that are like fans, leads or sales
on the presence of web and offline.
 Paid- MasterCard’s Qkr mobile payment app is a paid service, which is offered by the
company to convert the customers towards the company (EMMANUEL, 2019). A digital
wallet enables the one-click payment to the merchants throughout many places that
include the UK, North, and South America, Australia, Singapore and many others (Keal,
2018).

Management 6
 Owned- The conversion of the customers for the Pizza Hut Company generally occurs
from their website as well as from mobile app. The company has its own website and
mobile app through which the customers can book the orders.
Engage
The engage dimension in the model contributes in forming the strong customer fan relationship
in order to accomplish the retention goals (Smart Insight, 2019). Pizza Hut Singapore knows that
they need to engage the customers with the motive to form the strong relationship.
Online Consumer Profile
The consumer profile include the description of set of customers that include demographic,
geographic as well as psychographic characteristics as well as purchasing patterns of the online
customers (Jobber and Ellis-Chadwick, 2012).
Demographic
The demographic profile includes the selection of customer group based on the different
elements that include age, income, occupation, and many others. The age group, which is
generally selected by pizza hut, is between the ages of 18-24 years with the income with the
median monthly household income with the amount of $9,293 (Whitton, et al 2014).

Management 7
The below table shows that there are high number of people present with the age of 18-29 years
and 30-49 years are more than other. In addition to this, the sex ratio of the customers is
961male/ 1000female. In addition to this, the occupation, which is majorly considered by the
company, include people with different occupation, single, bachelors and many others (Jobber
and Ellis-Chadwick, 2012). All these customers with these characteristics are considered by the
company in online mode.
Psychographic
In this segmentation, the market get divides on the bases of consumer personality, values,
interest, and lifestyles. This has been found that the number of customers who has interest in
making the purchase of the Pizza from Pizza hut is increasing. In the present market of
Singapore, the youth eating preference has been changed and they are likely to eat more of fast
food (Chaffey and Ellis-Chadwick, 2019). Thus, they generally show their interest on the
products which are offered by the brands like Pizza hut. Moreover, while doing the online order
the customers get the benefit in the form of discounts as well as coupons due to which they
develop the interest of having the quality product at affordable prices.

Management 8
Behaviour segment
The behaviour segment include the sorting the group of customers based on usage rate of
customers, occasion, status and many others. This has been found that on pizza hut’s product
Pizza has the highest usage rate irrespective of occasion. This has been found that most of the
people order pizza once in a week that shows that their consumption of pizza is more. In addition
to this, the behaviour of customers towards the pizza is increasing because of the availability of
the different website and apps that is used to order. In addition to this, there is different food
website that helps the customers to order the pizza through online mode. Moreover, the
customers generally prefer the online payment that includes PayPal, Debit card, Credit Card, and
many others (Jobber and Ellis-Chadwick, 2012).
Swot Analysis
SWOT analysis is a tool that is used by the company with the motive to analyse the internal and
external factors of the company that can influence the digital strategy (Baker, 2014). Below
given is the SWOT analysis of Pizza Hut Singapore according to its digital strategy: -
Pizza Hut Singapore Strength
 Offering mobile app for ordering
and payments
 Popular brand name and loyalty
Weakness
 High brand switching by
customers
 Limited market share of
Pizza hut
Opportunity
 Expansion of business
at different areas
SO
 Firstly, if the company has
mobile app for the orders and
WO
 It has observed that the
customer present in the

Management 9
 Add New local flavors
in products in
Singapore market
payment it will allow the
company to meet the opportunity
of expanding the business as it
gives the easy digital way to
avail the services across
Singapore.
 Secondly, brand name and
loyalty of the customer helps in
meeting opportunity of new
flavors to product because it has
observed that generally people
hesitate in trying new products.
However, the brand loyalty of
company will allow the
customers to taste new the
products (Chaffey and Smith,
2017).
market can easily switch
which will work as huddle
for the company to expand
the business in diverse
areas.
 Further, pizza hut has
limited market of pizza
hut due to which it will
not be able to spread its
new flavors in the market
that will affect the
opportunity of company.
Threats
 Rise in competition
 People are becoming
health conscious
ST
 The company is able to offer
mobile app for payments that
can reduce the level of threat of
competition in Singapore
market. These payments app
WT
 There is rise in the
competition in market due
to which customers are
switching this makes the
company to reduce its

Management 10
majorly for the company are
limited.
 The company has good brand
value due to which some of the
customers are aware that they
can offer effective health
products that reduce the threat of
being customer health conscious.
weakness.
 The people in Singapore
are becoming health
conscious due to which
company has low market
share.
Strength – Opportunity
It is has been found that Pizza Hut should make generate the awareness about their mobile app as
well as payments apps in the market which is an assets as this awareness will allow customers at
different areas to avail the services (Chaffey and Smith, 2017). Further, the brand loyalty will
enhance the supplier relationship with company that will help in adding new flavours in product.
Weakness – opportunity
The low cost of switching can be reduce by offering the services at every prime locations and to
make it easy accessible to the customers at diverse areas. The rise in accessibility will allow the
company to spread new changes in products in market (Wilson and Gilligan, 2012).
Strength – threat
The effective awareness about the use of mobile of app for payment will reduce the competition
and the brand value of company in terms of quality will ensure the customers that they are
consuming healthy products (Chaffey and Smith, 2017).

Management 11
Weakness – Threats
The company should bring new options like coupons and vouchers that can make customer loyal
and reduce the competition. The company should inform about the healthy ingredients that they
are using to improve market share.
Recommendations
Race Model
Paid Owned Earned
R YouTube
SMRT media
Facebook
Yahoo News
Blogs Michele Chong
A Food and travel website Facebook
Instagram
Owned website
Brand value
C MasterCard’s Qkr mobile
payment app
Owned website
Owned mobile app
Customer traffic
E Content related e-mail Direct interactions Social presence

Management 12
Reach
 Owned- It is suggested to company to add blog on website that provide details for
products as well as services. This helps the company in generating the awareness and
extending the reach across the Singapore market.
Activate
 Earned- It has recommended to Pizza hut Singapore to enhance brand value that helps to
attract customer towards them. Effective brand value is essential so that they can give a
proper brand status as well as value to their customers (Rothaermel, 2015).
Convert
 Earned- It is recommended Pizza Hut to earn a good amount of the customer traffic
when it comes to the conversion by effective promotion tools. In addition, this has been
found that customer traffic motivates the other customers to visit the restaurant.
Engage
 Paid- It is recommended to company to make use of content related e-mails strategy are
considered as one of the factor due to which the company can generate the awareness
about the product in market. These content related e-mails include the discounts as well
as coupons that are offered to customers (Ryan, 2016).
 Owned- Company should effectively engage the customers with the help of the direct
interactions with them by understanding their preferences and choices they can offer
them personalised services. Pizza hut should prefer direct conversation through online
video calls through different platforms like Skype for offering them personalised services
and meeting their needs (Tiago and Veríssimo, 2014).

Management 13
 Earned- It is recommended to enhance the social presence in the Singapore market that
is an effective method to enhance the attention of the customers. The rise in social
presence enhances the other customers to make the purchase of products.
Growth Strategies
Growth
Strategies
Existing product New product
Existing
market
Market penetration
 Increase in market share
Product development
 Product improvement
New market Market development
 Geographic expansion
target new segment
Diversification
 Diversification related to business
Market development
In Singapore only, Pizza hut should geographically expand the business operations by targeting
their new segment as it is suggested because this will enhance the revenue of company (Whitton,
et al, 2014). In addition, maximum customers will be able to avail the services offered by
company.
Market penetration
It is recommended to company to enhance the market share by making digital tools to generate
the awareness and by covering the market while offering the services (Ryan, 2016).

Management 14
Product development
It is suggested to company, as people are becoming diet conscious then the company should
bring improvement in their products so that they can consider it as healthy.
Diversification
In the related business of fast food, it is recommended to Pizza hut to bring diversification in the
product range by adding burger, spring rolls and different products (Frynas and Mellahi, 2015).

Management 15
Conclusion
In the end, it can be concluded that the company is working effectively while talking about
digital strategy. However, considering the market there is needed to bring the improvement in the
operations. The report includes analysis of market with race model, online consumer profile and
SWOT analysis has been done. Further, the recommendation has been given based on the
analysis that has been done in report.

Management 16
References
Baker, M. J. (2014) Marketing strategy and management. London: Palgrave Macmillan.
Chaffe, D. (2012) The difference between paid, owned and earned media – 5 viewpoints
[Online]. Available from: https://www.smartinsights.com/digital-marketing-strategy/customer-
acquisition-strategy/new-media-options/ [Accessed on 8th April 2019].
Chaffey, D. and Ellis-Chadwick, F. (2019) Digital marketing. UK: Pearson.
Chaffey, D. and Patron, M. (2012) From web analytics to digital marketing optimization:
Increasing the commercial value of digital analytics. Journal of Direct, Data and Digital
Marketing Practice, 14(1), pp.30-45.
Chaffey, D. and Smith, P.R. (2017) Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
EMMANUEL, Z (2019) Pizza Hut customers can now pay for meals with Mastercard Qkr
mobile app [online]. ComputerWeekly.com. Available at:
https://www.computerweekly.com/news/252435995/Pizza-Hut-customers-can-now-pay-for-
meals-with-Mastercard-Qkr-mobile-app [Accessed on 8th April 2019].
Frynas, J.G. and Mellahi, K. (2015) Global strategic management. USA: Oxford University
Press.
Jobber, D. and Ellis-Chadwick, F. (2012) Principles and practice of marketing (No. 7th).
McGraw-Hill Higher Education.

Management 17
Keal, A. (2018) Pizza Hut Rolls Out Qkr! to All UK Restaurants [Online]. Available from:
https://newsroom.mastercard.com/press-releases/pizza-hut-rolls-out-qkr-to-all-uk-restaurants/
[Accessed on 8th April 2019].
Pizzahut.com.sg (2019) Pizza Hut Singapore. [online] Available at:
https://www.pizzahut.com.sg/home/aboutus/w [Accessed on 8th April 2019].
Rothaermel, F.T. (2015) Strategic management. UK: McGraw-Hill Education.
Ryan, D. (2016) Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Smart Insight (2019) RACE Planning System [Online]. Available from:
https://www.smartinsights.com/tag/race-planning-system/ [Accessed on 8th April 2019].
Tiago, M.T.P.M.B. and Veríssimo, J.M.C. (2014) Digital marketing and social media: Why
bother?. Business horizons, 57(6), pp.703-708.
Whitton, C., Ma, Y., Bastian, A.C., Chan, M.F. and Chew, L. (2014) Fast-food consumers in
Singapore: demographic profile, diet quality and weight status. Public health nutrition, 17(8),
pp.1805-1813.
Wilson, R.M. and Gilligan, C. (2012) Strategic marketing management. New York: Routledge.