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Tag: Pizza Hut

  • Pizza Hut is also launching an aggressive TV and digital campaign highlighting the offer

    Pizza Hut offers pan pizzas starting at Rs. 99

    By A Correspondent

     

    Pizza Hut has announced the launch of ‘Wow Everyday Value’ accompanied by a TV and digital campaign created by Ogilvy.

     

    Commenting on the announcement, Prashant Gaur, Chief Brand and Customer Officer, Pizza Hut India Subcontinent said: “Ever since Pizza Hut entered India, customers have consistently given us a lot of credit for serving the tastiest pizzas and giving them a great experience. No surprises that we have been adjudged as the Most Trusted Brand by a reputed media house for the 13th time in a row.

     

    With changing times, the needs of consumers have also changed, with pizzas evolving from being just a special occasion treat to an everyday home meal replacement.”

     

    Talking about the launch of the advertising film, Gaur added: “IPL is a very critical time for brands to invest and dial-up visibility. That brings in immense clutter, making it imperative to come up with unique and distinctive creative route for high customer recall. Breaking the norm of traditional category advertising was our key motivation behind introducing ‘Agent Pizza’ and we are confident that his character will make the film stand-out from the rest.”

     

    Said Kapil Arora, President – Ogilvy Group Companies, North at Ogilvy & Mather: “In the world of Pizzas, where value often comes at the cost of quality, Pizza Hut is the exception. With its Wow Everyday Value offering, consumers can now feast on the tastiest pizzas, at an accessible Rs 99 price point. Naturally, that makes Pizza Hut the destination of choice for pizza lovers. Our communication simply dramatises the same.”

  • Breaks QSR advertising clutter to impactfully engage millennials

    Pizza Hut strengthens its content strategy with new ad film

    By A Correspondent

     

    Pizza Hut is back with a new brand film for millennial netizens that will be launched exclusively on digital platforms. Aimed at breaking the clutter when it comes to predictable QSR category advertising, Pizza Hut will use humour-based content delivered innovatively via digital platforms to reach and engage with audiences.

     

    Commenting on the thought behind the film, Prashant Gaur, Chief Brand and Customer Officer, Pizza Hut India Subcontinent said: “Taste is the biggest driver in our category and we take pride in serving the best, the freshest and the tastiest pizzas to all the pizza lovers in the country. We wanted to make a fun film that highlights the distinctive aroma of Pizza Hut pan pizzas in an interesting way. This ad not only achieves that objective, but also enhances it with the element of a surprising twist at the end, that successfully piques viewers’ interest and makes it memorable. We hope our differentiated content strategy and digital push will spur conversations around the film amongst netizens. This is a first of many more films we will be launching going forward, given that millennial audiences are highly invested when it comes to consuming video content online.”

     

    Added Kapil Arora, President – Ogilvy Group Companies – North about the film: “What’s the precursor to a lip-smacking, delicious pizza from Pizza Hut? It’s irresistible aroma! One which entices your taste buds, in anticipation of the treat to come. We decided to dramatise that very enticing aroma of the tastiest pizzas, in this campaign. Taking on stereotypical, fake deodorant and toothpaste attraction stories, we contrasted the magnetic pull of irresistible pizzas from Pizza Hut at a fabulous price as the real deal.”

     

     

  • Campaign uses puppets as a creative device for the first time in the Indian QSR sector

    Abhay Deol springs in a surprise for Pizza Hut

    By A Correspondent

     

    Pizza Hut has released a new campaign featuring actor Abhay Deol and a gang of puppets. The film has been made by Corcoise FIlms and directed by Vishwesh Krishnamoorthy.

     

    Said Prashant Gaur, Chief Brand Officer, Pizza Hut (India Sub-Continent): “We take pride in serving the best, the freshest and the tastiest pizzas to all the pizza lovers in the country. We believe that every pizza lover deserves to experience the power of a truly great pizza. Our association with Abhay Deol  for this campaign will enable us to deliver the core proposition of our brand in the most entertaining and engaging way. Abhay stands for someone who is self-assured of his choices, has a great taste & is quite confident about it. We are sure our consumers will be overjoyed to see Abhay in this playful and distinctive ad from Pizza Hut,” he added.

     

    Said Ajay Gahlaut, Deputy CCO – Ogilvy India / CCO – Ogilvy – North: “For us at Ogilvy, this new campaign for Pizza Hut was more about having fun. What started with “let’s do something with puppets” got transformed so seamlessly into communication that works really well for the client and makes us think “wow we actually get paid to do this”. We see Pizza Hut as quiet, confident and self-assured brand, a personality type that is perfectly matched with that of Abhay Deol’s. He is cool, he speaks the language and you just know by looking at him that he will never settle when it comes to pizza. This year you can expect a lot of exciting things from Pizza Hut, both food wise and advertising wise and hopefully our new campaign will get folks to switch. Yes, we are quietly confident that once you go to (Pizza) hut, you’ll never want anything but.”

     

     

  • Baaash Digital will be responsible for digital creative output

    Ventureland Asia to enhance online marketing strategy for Pizza Hut in India

    By A Correspondent

     

    Pizza Hut has brought on board Ventureland Asia to enhance its performance and online marketing strategy in the Indian market. Ventureland Asia will collaborate with Baaash, the digital communication and content division company of the Creativeland Asia Group.

     

    Prashant Gaur

    Commenting on the appointment of Ventureland Asia, Prashant Gaur, Chief Brand Officer, Pizza Hut India said: “We were looking for a partner that could understand our business goals and align the same with our marketing objectives. Going forward we will be keeping a digital-first approach at the centre of our marketing strategy and it was crucial that we find a company that displays the competencies to partner with us. We are excited to have found the right combination of business understanding, digi-tech capabilities, culture and conviction in Ventureland Asia and delighted to appoint them as our performance and digital marketing partner.”

     

    Sajan Raj Kurup

    Added Sajan Raj Kurup, Founder & Chairman, Creativeland Asia Group who set up Ventureland as the investment arm for the group last year: “Ventureland Asia’s Advisory service sits at the cusp of creativity, marketing and business consultancy. Bringing together, diverse skill-sets to create both, brand & financial value to the business of our clients.While marketing consultancy firms today are striving hard to add value by forward integrating to design and creative solution, as seasoned creative solution providers, we have seamlessly reverse integrated the ability to articulate problems and finding innovative business solutions for brands.”

     

    On the recent win, Srijib Mallik, CEO, Ventureland Asia said: “Young India is consuming life in unexpected ways. Our mandate with Pizza Hut is at the cusp of four of these changing consumption vectors because it is food plus lifestyle plus entertainment plus digital. We are excited to partner with this iconic brand and delve into the future of the Indian palate, with customised consumer insights that will end with branding and communication.”

     

     

  • Industry leaders join forces to drive the agenda for mobile marketing and empower businesses to harness the power of mobile

    MMA announces new appointments to Asia Pacific Board of Directors

    By A Correspondent

    The Mobile Marketing Association (MMA) has announced the appointment of six new Board Members, to its Asia Pacific Board of Directors. Elected by the MMA’s APAC membership, the newly-appointed board members will serve a two-year term, beginning immediately.

    The new Board Members include: Vipul Chawla, Managing Director, Pizza Hut – Asia Pacific, Yum! Brands; Pham Nha Uyen, Regional Marketing Manager, Coca-Cola Indochina; Richard Murphy, Corporate Vice President, Digital; Growth & Foundational Markets, McDonald’s Corporation; D Shivakumar, Chairman & CEO, PepsiCo India Holdings Pvt. Ltd.; Vikas Gulati, Managing Director, APAC, AdColony; David Porter, Vice President, Media, AAR, Unilever Asia Pte Ltd.

    “The appointment of some of the most influential marketing leaders to its APAC Board reflects MMA’s commitment to leading the mobile industry, and driving our charter in such a fast growing and diverse region,” said Ashutosh Srivastava, Chairman of the MMA APAC Board of Directors, and Chairman & CEO for AMEA, Russia/CIS, Mindshare. “Asia is the fastest growing market for mobile. I look forward to join forces with these industry leaders to accelerate growth of the mobile marketing industry and help marketers, publishers and technology providers across the region unlock the full potential of mobile to drive business growth.”

    Continuing board members, whose terms were not up for re-election include: Jayesh Easwaramony, VP & GM, Asia Pacific, Middle East and Africa, InMobi; Dong Hyun Kim, Asia Digital/eCommerce Leader, Procter & Gamble; Bessie Lee, CEO & Founder, Withinlink; Vishnu Mohan, Chief Executive Officer, Havas Media Group Asia Pacific; Dick Van Motman, Chairman & CEO, Dentsu Aegis Network South East Asia; Dan Neary, Vice President of Asia Pacific, Facebook; Sean Rach, Chief Marketing Officer, Prudential Corporation Asia; Praveen Sharma, Regional Director, Mobile Sales and Solutions, Google APAC; Joe Nguyen, Senior Vice President, Asia Pacific, comScore, Inc.; Rahul Welde, Vice President – Media, Unilever.

    “The role mobile plays in marketing strategy is now indisputable, and the outstanding composition of our Board is testament to the power mobile has in building business capabilities for brands across the region,” said Rohit Dadwal, Managing Director for MMA in APAC. “I believe the new Board will propel the mobile marketing industry to greater heights, and I look forward to working with them to drive MMA’s agenda and develop best practices for the industry, be it viewability standards or multi-touch attribution, so that marketers can execute their business strategies more effectively.”

  • The digital marketing responsibilities will include Social media management,online reputation management and digital creative servicesfor Pizza Hut’s Indian business

    Team Pumpkin bags digital marketing mandate of Pizza Hut

    By A Correspondent

     

    Team Pumpkin has bagged the digital marketing mandate of the leading QSR chain Pizza Hut. The digital marketing responsibilities will include Social media management,online reputation management and digital creative servicesfor Pizza Hut’s Indian business.

     

    Said Team Pumpkin’s Co-Founder, Ranjeet Kumar: “We are delighted to partner with Pizza Hut and our strategy for the mandate revolves around capturing micro-moments for the youth and expressing them through our digital assets. It’s a great feeling to be working on a renowned brand like Pizza Hut and we are all set to deliver our best for the brand.”

     

  • Domino's Pizza will be spending 6-7 per cent on digital out of its total marketing budget

    Domino’s Pizza increases its focus on digital

    By Tuhina Anand

     

    Harneet Singh Rajpal

    Domino’s Pizza has increased its spends on the digital medium and this year, it will be spending 6-7 per cent on digital, out of its total marketing budget as opposed to last year where the spend was 3.5-4 percent.

     

    Domino’s Pizza online ordering launched last year has been a runaway success, while it has launched mobile application just month and a half back, which though early days, has seen a traction of 1.5 lakh visits in a short span of time.

     

    Harneet Singh Rajpal, Vice President-Marketing, Domino’s Pizza India, talking about their digital foray said: “It’s more to do with closing the loop by being on the digital medium. Quite often the decision to order a pizza is instantaneous. Hence we wanted to facilitate the ordering which could be done by clicking on the ad and placing an order in few simple steps. In fact, digital has become an effective channel for us in driving our business and getting consumers instantly, thus able to measure our return on investments too.”

     

    While digital medium is being used by Domino’s, which Mr Rajpal points works well on weekdays, like catching people ordering at work, the television works well for them during the weekends.

     

    Television has also helped them in building their brand in Tier II and Tier III cities which is equally important for the company as the metros for growth. In fact, Domino’s has presence in 105 cities and has 465 stores which, as Mr Rajpal puts, makes them the largest Quick Service Restaurant (QSR) player in India which has footprints beyond the metros.

     

    In fact, he points that, inIndia, in the QSR there is a huge potential to grow even in metros, despite competition as metros still have a huge degree of under-penetration.

     

    Like is the trend now with the QSR players namely, its competition – including McDonalds, KFC, Pizza Hut – Domino’s too has been focusing on introducing new products to woo customers.

     

    It has recently launched the stuffed garlic bread and the product is even being supported by a TVC. In April this year, it re-launched its Pizza Mania and one has seen a constant effort to rev up its menu. It has also been focusing on side dishes and that, as Mr Rajpal said, is to offer to its customers a complete meal experience.

     

    Mr Rajpal explained: “In the QSR category, the food fatigue is very high and people get bored easily with the offering, especially in India, the demand from consumers for new taste is much higher than around the world. The thinking behind the constant launch of new products is to give consumers new reasons to come to us and taste new products. This has been our growth strategy, which not only helps us to get new customers but also hold on to the existing ones. Our R&D team is constantly working to come out with unique and tasty offerings for our consumers.”

     

    Domino’s has seen a growth of 30 per cent in the last fiscal and has seen 20 per cent plus CAGR in last five years at the store level.

     

  • Such alliances can provide the domestic partners with a slew of insights across the entire retailing process

    Local retailers partner global brands to launch own labels

    By Sarah Jacob

     

    Ramesh Tainwala believes that “women kindergarten teachers tend to be more confident mothers.” As analogies go, this one may border on the stretched but what the chairman of Planet Retail is attempting to convey is that retailers like him can pick up learnings by partnering with marquee brands, and then use them to boldly build labels of their own.

     

    Planet Retail, which has brought brands like Debenhams, Acceorize, Nautica and Next into the country, has begun flying solo with handbags brand Lavie. It’s not the only domestic retailer following a learn-and-launch strategy.

     

    DLF Retail, which has tied up with brands such as Claire’s and DKNY, launched in-house home decor chain Pure Home + Living a year ago. It is now set to flag off another format called Pure Kitchen Studio by November. Or take Lalit Kishore, master franchisee of sports footwear brand Lotto in India, who has launched his own brand of footwear called Globalite. And then there’s Devyani International, a franchisee for Pizza Hut, KFC and Costa Coffee in India, which has introduced South Indian fast-food chain Vaango independently.

     

    “It is easy to open outlets on your own. But international partnerships help in understanding the economics, food preferences and processes for standardised delivery,” said Virag Joshi, president & CEO, Devyani International.

     

    Alliances can provide the domestic partners with a slew of insights across the entire retailing process. Rohit Aggarwal, promoter of Lite Bite Foods, which started as a franchise for Subway, gives an example. “One takes for granted that the freezer or chiller is cold, but (working with an) international brand teaches you that the temperature needs to be checked every 30 minutes.” Lite Bite is now a Rs100 crore operation running not just Subway outlets but home-grown chains like Punjab Grill and Street Foods of India.

     

    International partnerships also help build a sophisticated team with focused skill sets. “Skills that the management feels can be leveraged without an additional cost to build their own brand in parallel with the primary brands,” said Gaurav Marya, president of Franchise India Holdings, which helps brands partner franchisees in India.

     

    There are plenty of synergies that can be availed of from sharing support functions and the supply chain. Economies of scale come into the picture on the advertising front, distribution, hiring and office space, too.

     

    Devyani International, for instance, has a common production unit or commissary in Gurgaon for brands across its portfolio. And Mr Kishore’s Globalite rides on the wholesale supply chain that is used to retail Lotto across multi-brand stores.

     

    Companies say that in the initial stages having international brands in the kitty helps with prospective trade partners. “A foreign partner carries a lot of weight,” said Mr Aggarwal.

     

    Kanchan Lall, associate VP at management consulting firm Tecnova, likens this trend to the development of private labels by retailers. “Once you grasp the understanding of a business, you look for avenues with higher margins and decision-making flexibility,” she said.

     

    The domestic brand builders rule out potential conflicts of interest, pointing out that the local labels typically operate in a different market segment. “Globalite would not matter to Lotto as the two cater to different price segments,” Mr Kishore explained. While Lotto retails at Rs2, 300 a pair on an average, Globalite is priced around Rs1,500 a pair.

     

    The seven-store handbags chain Lavie gains by being bundled with international brands in Planet Retail’s portfolio. “At the same time, Lavie also helps refine the strategy for the premium and super-premium brands in the portfolio and supports them with assurance of higher footfalls when negotiating with a mall,” said Mr Tainwala.

     

    Source: The Economic Times

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