Agency: Duckworth Finn Grubb Waters | Author: Chris Forrest |
Pizza: Hit the Hut
SUMMARY
Pizza Hut is a retail company which operates in a very complex market. In 1992 it faced declining profitability and increased competitive pressure. The price discounting strategy of the previous two years had not been very successful.
It appointed a new marketing director and advertising agency and took a long, hard look at its business.
Consumers typically perceive Pizza Hut as a fast-food brand. Non-users never get past this misperception. Users think of it as 'sort of fast food' but, in effect, use...