Digital Marketing and Social Media Analysis for Pizza Hut Singapore

This report provides a comprehensive analysis of Pizza Hut Singapore's digital marketing efforts. It begins with an introduction to Pizza Hut's history and its presence in Singapore. The report then delves into the e-environment, exploring the company's use of paid, owned, and earned media across platforms like YouTube, Facebook, and its own website. An examination of the online consumer profile follows, detailing demographic, psychographic, and behavioral segments. A SWOT analysis is conducted to assess Pizza Hut's strengths, weaknesses, opportunities, and threats in the digital space. The RACE model is applied to evaluate the company's approach to Reach, Activate, Convert, and Engage. The report also examines potential growth strategies, including market development, market penetration, product development, and diversification. Finally, the report concludes with recommendations for improving Pizza Hut Singapore's digital marketing performance.

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