Premium Essay

Marketing Communication

In: Business and Management

Submitted By Mtka1
Words 4935
Pages 20
Brand Choice Pizza Hut Lecturer Chris Smith Submit Day 18 April 2014 Pages Count 19

Brand Choice Pizza Hut Lecturer Chris Smith Submit Day 18 April 2014 Pages Count 19

Mai Thi Kim Anh s3410200 Dang Ngoc Bao s3445804 Truong Thi Phuong Duyen s3446035 Le Ngoc Giang s3446610 Le Phuong Nghi s3445860 To Thi Thanh Trang s3446628

Mai Thi Kim Anh s3410200 Dang Ngoc Bao s3445804 Truong Thi Phuong Duyen s3446035 Le Ngoc Giang s3446610 Le Phuong Nghi s3445860 To Thi Thanh Trang s3446628

MARKETING COMMUNICATION

IMC PLAN

MARKETING COMMUNICATION

IMC PLAN

Table of Contents
Stage 1 I. Situation Analysis 1 1. 4Ps Overview: 1 2. Target Audience: 2 3. SWOT Analysis: 3 4. Competitive Frame: 4 II. Communication Objectives 5 III. Communication Budget 6 Stage 2 I. IMC Program 6 1. Advertising: 6 2. Consumer-Oriented Promotion: 11 3. Event Marketing and Sponsorships: 12 4. Marketing-Oriented Public Relations and Publicity: 13 II. Evaluation and Control 15 1. Evaluation: 15 2. Control: 16

Executive Summary Since 2007, Pizza Hut has made a name for itself in Vietnam's booming market for fast food despite the industry’s increasingly competitive tendencies. With 40 locations scattered in cities across the country, Pizza Hut aims to reach the active and young urbanites, who are looking for more value and are attracted to the brand because of its proposition “Pizza and More”. Indeed, in addition to the company’s vast culinary offerings, Pizza Hut is constantly refreshing its seasonal menus in order to keep up with current events and demands, while simultaneously engaging the customers in more than just a dining experience. After analysing the current situation, this report will present an integrated marketing campaign featuring a Brazilian summer...

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