Digital Marketing Strategies and Trends

This assignment delves into the realm of digital marketing, examining its evolving strategies and trends. It analyzes consumer behavior in the digital age, emphasizing the role of social media marketing and word-of-mouth generation. The discussion extends to online shopping platforms, home delivery services, and the influence of technology like IoT on customer experiences. Furthermore, it explores future perspectives on same-day delivery and the integration of various marketing communication channels.

Running head: MARKETING OF PIZZA HOME DELIVERY SERVICE
Marketing of Pizza Home Delivery Service
Name of the student
Name of the University
Author note

1MARKETING OF PIZZA HOME DELIVERY SERVICE
Executive Summary
The primary purpose of this report is to discuss about the aims, target market, current value
and position of Pizza Home Delivery Services. It discusses about the customers perceived
value of the product and the current value proposition of Pizza Home Delivery Services. It
also illuminates on the marketing promotional mix of Pizza Home Delivery Services that
helps in increasing the brand awareness. The report states how the developing of the website
and social media platforms like Face book and Twitter can help in the marketing of Pizza
Home Delivery Services.

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Table of Contents
Background................................................................................................................................3
Aim.........................................................................................................................................3
Explanation about the product...............................................................................................3
Target Market.........................................................................................................................3
Current Value.........................................................................................................................3
Position in market..................................................................................................................3
Justification for proposing a better value...............................................................................4
Research Methods......................................................................................................................4
Target Market.........................................................................................................................4
Customer value.......................................................................................................................4
Value Proposition of the competitors.....................................................................................5
Designing and communicating future value proposition of the service.................................5
Current Value Analysis..............................................................................................................6
Analysis and explanation of the customers perceived value for the product.........................6
Current value proposition within the industry.......................................................................7
Marketing Promotion Plan.........................................................................................................8
Marketing Promotional Mix- Digital Communication and allocated budget........................8
Conclusion................................................................................................................................10
References:...............................................................................................................................12

3MARKETING OF PIZZA HOME DELIVERY SERVICE
Background
Aim
The aim of the assignment revolves around how to create a better value for the brand
by making use of suitable marketing strategies.
Explanation about the product
Pizza delivery refers to a service by the help of which pizza is delivered to that of the
customer. The order is placed either by the help of telephone or by taking recourse to internet
to that of the pizza chain. The customer can request about the kind and size of pizza in the
pizza home delivery service (Ashley & Tuten, 2015) .
Target Market
The target market of pizza home delivery service comprises of young couples, college
students, children and the working population. The unique taste of the pizzas along with that
of the convenient manner of getting it at their doorstep are the major reasons why the service
is so popular among the target market. The fast life of the modern age does not leave an
individual with sufficient amount of time at their disposal to prepare food and hence the pizza
home delivery service proves to be immensely effective for the young working population.
Current Value
The pizzas of large size are sold at a sum of AUD 13 that is inclusive of the delivery
service and on the other hand the pizzas that are small is sold at a sum of AUD 8.
Position in market
The pizza delivery industry has kept pace with the developments taking place in the
arena of technology. It rose after the 1980’s after the emergence of personal computer. Their

4MARKETING OF PIZZA HOME DELIVERY SERVICE
distinct position in the market has been made on account of the superior taste of the products
along with the convenient manner in which the product can be got (Chopra & Chopra, 2017).
Justification for proposing a better value
Free delivery is the facility that makes the pizza home delivery service so popular
among the consumers and increases the value of the product in front of the customer. The
customers get the facility of paying either online, with cash or with the help of a credit or
debit card. With the help of specialized computer software, the orders can be tracked very
easily. It can help the customer to get information quickly about the delivery of the product
(Seregni et al., 2016). Motor bikes are made use of to deliver the product and the fast
delivery of service helps the customer to enjoy the pizza while it is still hot.
Research Methods
Target Market
Interviews helped in gathering information about the target market of the pizza home
delivery service. The interviews were conducted in around 100 households in the suburb of
Kareela that helped in gleaning important information about the target market of pizza home
delivery service. It was found with the help of interviews that the young people were great
advocators of the service and they were the ones who ordered the pizzas online on frequent
basis (Rudolph & Gruber, 2017). The working people who did not have sufficient time to
make food used to order pizzas online.
Customer value
Survey was used as a method in order to collect essential information about the
benefits and challenges of pizza home delivery service. Customer Satisfaction Survey
(CSAT) helped in driving the loyalty of the customer and ensures the growth of the service.

5MARKETING OF PIZZA HOME DELIVERY SERVICE
Customer satisfaction is an important parameter that can help in the process of customer
retention (Allen, Piecyk & Piotrowska, 2017). It was found by making use of surveys that
the student discount that the customers get and the special offers helped in providing the
customers with satisfaction.
Value Proposition of the competitors
Questionnaires were distributed in East Melbourne that helped in furnishing important
information about the value proposition of the competitors. It was found that the amount of
time that was required for the delivery of the pizza amounted to a great deal for creating
superior value of the product in front of the customer (Yeo, Goh & Rezaei, 2017).
Environmental concern is a growing issue of the modern age and environmental friendly
disposal option helps in making a pizza company to become more popular. Composting of
the pizza boxes has helped the competitors to become popular.
Designing and communicating future value proposition of the service
The insatiable appetite of the customers for pizza will make the business very
competitive in the future. Freshness is an important attribute that the customers look for when
people are buying a pizza. Three main ingredients are used in the pizza- dough, cheese along
with sauce. The dough would be made on every day basis and 100 % dairy mozzarella cheese
would be used in the making of the pizzas (Batra & Keller, 2016). Hand crushed tomatoes
will be used instead of that of tomato paste that will help in the future value proposition of the
service.

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Current Value Analysis
Analysis and explanation of the customers perceived value for the product
The booming arena of digital sale have made the business of pizza home delivery
immensely popular. The increasing use of customers of smart phone along with that of tablets
have contributed to the success of pizza home delivery service. Delivering of high quality
food and that of best digital platform prove to be important reasons for the huge success of
the brand. The revamped site of the pizza home delivery service provides facilities to the
customer to name their own pizza (Andrei et al., 2017). This helps in making the customers
feel as if they are an important part of the brand and helps in making them loyal towards the
company. Engaging the consumer in the process of manufacturing proves to be crucial for the
growing success of the pizza home delivery service. The customers can also leave feedback
on the website that helps the pizza company to make suitable modifications for the growth of
sales of the pizza home delivery service (Strauss, 2016).
The pizza home delivery service have brought fun, happiness and convenience in the
lives of the customers by delivering them pizzas that are delicious in their doorstep. The pizza
home delivery service develops the products in order to suit the taste of the customer. It
believes in the making strategies that suit the international customer as well as suits the
demand of the local customer (Maheshwari, Sinnott & Morris, 2017). The regular “chef
based pizza” have been replaced by that of premium range that helps in satisfying the taste of
the customer. The other kinds of pizzas that helps in increasing the value of the pizza home
delivery service includes that of prawn, bacon and feta, Loaded meat lovers and Lamb
Tzatziki. BBQ Lamb has been introduced into the menu of Pizza Home Delivery Service that
has made it an enviable brand in the market.

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A voice ordering feature has been introduced by the Pizza Home Delivery Service and
it can be made use of by the users of I-phone and that of Android app. The customer reviews
are displayed on the website of Pizza Home Delivery Services within real time that helps in
reflecting the good and bad sides of the brand. It helps in making the customers aware about
the different aspects of the brand and creates value in the eye of the customer towards the
brand (Yadav, Joshi & Rahman, 2015). An app has also been introduced with the help of
which a person can order without any clicks. After the opening of the app, if nothing has been
ordered within the next 10 seconds then the saved menu would be ordered automatically. The
customers are drawn to the brand on account of the distinct features offered by that of the
Pizza Home Delivery Service.
Current value proposition within the industry
The market of Australia is teeming with many pizza delivery companies and
competing solely on the basis of price would invite trouble. The price competition is fierce
and increasing the value of the offer would help in boosting the growth of pizza home
delivery service. It was said that hot pizza would be delivered in front of the doors of the
customer within thirty minutes. Reaching the consumer within such a short span of time helps
them in getting an edge over that of the competitors (Ashley & Tuten, 2015). The strong
appeal of the pizza home delivery service made them valuable among the customers. The
unique selling proposition refers to a marketing concept that makes unique propositions to the
customers that can convince them to switch the brand. Differentiation is a strategy that is
made use of by the companies so that they can rise above their competitors and create a
suitable position in the market. The unique selling proposition is created by the pizza home
delivery service on account of the facility of free delivery. Technological innovation is
required in the arena of pizza home delivery service (Strauss, 2016). The clear unique selling
proposition helps in understanding the differences between the brand offerings within a

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category and it helps the consumers in forming a positive attitude towards that of the brand.
The pizza home delivery service mainly targeted people who did not have the time of either
cooking or going out. The concept of time in relation to the pizza home delivery service is the
unique aspect of the brand that helped in the creation of a distinct value proposition within
the market (Tuten & Solomon, 2017).
Marketing Promotion Plan
Marketing Promotional Mix- Digital Communication and allocated budget
The objective of marketing promotional mix of Pizza Home Delivery Service is to
establish meaning for the service and it helps in influencing the buying behaviour of the
targeted customers. It helps in informing the target market regarding the values and benefits
of the home delivery service. The people working at the top management of pizza home
delivery service combine various marketing strategies in order to ensure the success of the
organization. Social media objectives should be set that will help in the arena of augmenting
brand awareness (Hyder, 2016). Special incentives are provided to the customers who
frequently employ the services of pizza home delivery service. Discounts are provided on the
purchase of two or more pizzas that helps in increasing the sales of the pizza home delivery
service.
The target audience of pizza home delivery service mainly comprises of young
college goers who want to enjoy delicious food at reasonable price. The working population
who does not have sufficient time at their disposal reap the benefit of the pizza home delivery
service. Good quality pictures of the pizza resonate with that of the customers and helps in
attracting customers towards the brand (Scott, 2015). Posts are made with that of images that
leads to higher engagement and hiring a good food photographer helps in achieving the
objectives of pizza home delivery service. Pictures posted on Instagram along with Pinterest

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can help in making the brand more successful. The image should be able to evoke in the
customer a desire for having the food and it should look realistic. The pizza home delivery
service stands out visually with the help of GIF’s and imagery on the platform of social
media (Zhu & Chen, 2015). The current generation is obsessed with what they see on social
media and making use of attractive elements can boost the sales of the pizzas. Humour is
another important factor that helps in making a brand successful on social media platforms
like that of Twitter. The pizza home delivery service has made use of puns and made fun of
themselves that helps in drawing the attention of a large number of customers (Seregni et al.,
2016).
Crust Gourmet Pizza Bar, Eagle Boys, Mac Donalds along with Pizza Hut are the
competitors of Pizza Home Delivery Service. The competitors have a mix of objectives along
with focus. The competitors have run the business for a long time that has helped in creating
their position within the market. The affordable pricing of the products have helped in
making them popular among the competitors. The target market of the other competitors
comprise of people of all kinds of age groups. The target market of that of Pizza Home
Delivery Service mainly comprise of the millenials (Hyder, 2016). The millenials constitute
the largest population cohort and attracting them with the help of digital promotion strategy
like that of Face Book along with Twitter can go a long way in the marketing of Pizza Home
Delivery Service. The pizza marketer should focus on the arena of fast delivery along with
high quality of the products in their promotional strategy. Online deals can help in the
marketing of Pizza Home Delivery Services. This can go a long way in the effective
promotion of the brand (Tuten & Solomon, 2017).
Budget should be set aside for the digital promotion of Pizza Home Delivery Service.
The pizza home delivery service is growing in popularity and the development of their
website can help in the effective promotion and marketing of the company. Face book is a

10MARKETING OF PIZZA HOME DELIVERY SERVICE
platform that is very popular among the young users and Pizza Home Delivery Service
should allocate a specific amount of budget for the development of the Face book page of the
company (Maheshwari, Sinnott & Morris, 2017). Ad words campaign can help in the process
of search engine marketing and helps in growing the sales of Pizza Home Delivery Services.
It can help in the process of generation of brand awareness and attract a large number of
audience. It can raise the interest of the customers towards the Pizza Home Delivery Services.
Website Development 20,000 AUD
Face book Page Development 5000 AUD
Ad words campaign development 3000 AUD
Total Web Development Budget 28,000 AUD
Figure : Budget for Pizza Home Delivery Service
Source: Created by the Author
Conclusion
The pizza home delivery services has been successful in keeping pace with the
developments of technology. The superior taste of the products has helped in creating value
of the brand. The specialized computer software helps in the process of easy tracking and it
helps the customer in getting information quickly about their order. Motor bikes can help in
fast delivery and this process ensures that food is served to the customer when it is hot.
Discounts and special incentives provided helps in increasing the sales of Pizza Home
Delivery Service. Posts made on the platform of social media with high quality images can
help in the successful promotion of the brand. Humour is made use of in the social media
platform of Twitter in order to attract the attention of the customers. Pictures posted on the
platform of Twitter and Instagram can help in the growth of Pizza Home Delivery Services.

11MARKETING OF PIZZA HOME DELIVERY SERVICE
Ad words campaign will help in search engine marketing and generate awareness regarding
pizza home delivery service.

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Delivery in the UK.
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& Pînzaru, F. (2017). Word-of-mouth generation and brand communication strategy:
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Chopra, S., & Chopra, S. (2017). The Future of Same-Day Delivery: Same as the
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