Sales and Marketing Hell Pizza Report

Table of Contents
1.0 Introduction (Mila) 3
2.0 Overview (Mila) 5
3.0 Marketing strategy (Mila) 6
4.0 Environmental scan. (Tina) 7
4.1 Demographic 7
4.2 Economic Factors 7
4.3 Global Environment 8
4.4 Natural 8
4.5 Technological Factors 9
4.6 Political Environment: 10
4.7 Sociocultural Environment 10
4.7.1 Social responsibilities 10
4.7.2 Demographical shift 11
4.7.3 Shift in public conception 11
4.7.4 Social Events 11
5.0 Competitive analysis. (Tina) 12
5.1 Competitors 12
5.2 Points of Difference 12
5.3 Position in the Market 13
5.4 Future competitors 13
6.0 Market segmentation, target marketing and positioning (Mila) 14
6.1 Geographic segmentation 14
6.2 Demographic segmentation 15
6.3 Behavioural segmentation 20
6.8 Positioning Map: (Tina) 21
7.0 Product Strategy (Mila) 23
8.0 Price Strategy (Mila) 25
9.0 DISTRIBUTION STRATEGY (Mila) 27
10.0 COMMUNICATION STRATEGY (Mila) 28
10.1 Mass communicated advertising in common with targeted communication 28
10.2 In-store communication 29
11.0 WEBSITE EVALUATION. (Tina) 31
11.0 Website evaluation 31
11.1 Technical aspect 31
11.2 User friendliness 31
11.2.1 Ease of navigation 31
11.2.2 Ease of contact 31
11.3 Site attractiveness 32
11.4 Marketing effectiveness 32
11.5 Legal compliances 32
12.0 STRATEGY ASSESSMENT (Tina) 33
Reference 35

1.0 Introduction (Mila)

This report has been compiled to gain an understanding of marketing strategy of Hell Pizza chain operator based in New Zealand. The company operates through 65 outlets in New Zealand and franchised in Britain, Canada, India, Korea and Australia (Restaurant and Food Services Industry in New Zealand, 2012). In this report only New Zealand’s marketplace will be reviewed and contains the analysis of Hell Pizza’s most successful marketing practices.

Eight research objectives have also been reviewed:

• environmental scan • competitive analysis • market segmentation • targeting and