StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...
Free

Target Marketing Strategies and Customer Relationship Management - Assignment Example

Cite this document
Summary
YOUR NAME HERE YOUR COURSE HERE YOUR TUTOR HERE DATE HERE Pizza Hut: Target Market and CRM Pizza Hut market segmentation approaches that are the most relevant are segmentation through psychographics, in terms of identifying with lifestyle characteristics. Additionally, segmentation by household type is appropriate…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER93% of users find it useful
Target Marketing Strategies and Customer Relationship Management
Read Text Preview

Extract of sample "Target Marketing Strategies and Customer Relationship Management"

HERE HERE YOUR HERE HERE Pizza Hut: Target Market and CRM Pizza Hut market segmentation approaches that are the most relevant are segmentation through psychographics, in terms of identifying with lifestyle characteristics. Additionally, segmentation by household type is appropriate. These were chosen as most appropriate for its pizza products for two distinct reasons: First, Pizza Hut uses very high quality ingredients that are designed to satisfy the discriminating appetite especially over that of competition.

Under the VALS2 Network, the most appropriate market segments are those who are status oriented and maintain characteristics of image-consciousness, who are attracted to products with premium aspects, and are relatively affluent (Boone & Kurtz, 302). Pizza Hut is priced much higher due to its quality focus and satisfies this market over lower-income customers. Secondly, Pizza Hut is well-known for its family-focused in-house dining capabilities that appeal to large groups in the nuclear family structure (Huynh, 4).

This is a unique characteristic of Pizza Hut over competition that appeals to families looking for quality meals for dine-in purposes. Pizza Hut is widely dispersed geographically across the world, therefore geographic segmentation or demographics are not very effective. The following is a positioning strategy for Pizza Hut using psychographic elements: Pizza Hut pizzas are positioned under price/quality dimensions. An appropriate slogan for the products might be Pizza Hut: Incredible ingredients for a more luxurious pizza experience for the discriminating client.

Forget the other guys and tap into high quality at Pizza Hut. This positioning strategy reinforces that the price tag, which is approximately three to five dollars over that of competition for a large pizza, is worth the experience and will meet the needs of segmented customers that are image conscious and sustain the resources needed to pay premium prices for a premium pizza product. Pizza Hut already sustains advantages with its current customer relationship management focus. The Internet is one technology that currently provides Pizza Hut with registration data for customers interested in placing their orders online and also gives them geographic and demographic data associated with age and city of origin.

Additionally, Pizza Hut is able to make improvements on their products based on in-store surveys and questionnaires that are available at the table for review during the customer’s eating experience. This gives them hard data to make internal improvements to decor, product quality, and even menu variety. Pizza Hut is also able to use CRM software to track coupon and incentives redemption, something found already on their main website (pizzahut.com, 1). It allows Pizza Hut to maintain interactive relationships with customers and also send different coupon offerings to user’s e-mail inbox whenever new deals or new products become available.

By staying in touch with customers across the globe and domestically in this fashion, Pizza Hut has managed to sustain the highest market share in the world above all other competition. The business creates in-store and virtual relationships that keep customers loyal to the brand and its many diverse product offerings. Bibliography Boone, L. & Kurtz, D. Contemporary Marketing, 12th ed. (2007). Thomson South-Western. Huynh, H.M. “Creative Brief: Pizza Hut – One delivery, multi-value campaign”. (2009). Accessed March 9, 2011 at http://www.

hmhcreative.com/data/Pizza%20Hut%20-%20Ad%20Campaign%20Proposal.pdf Pizzahut.com. “Your Favorites, Your Pizza Hut”. (2011). Accessed March 10, 2011 at http://www.pizzahut.com/pizza.html

Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Target Marketing Strategies and Customer Relationship Management Assignment”, n.d.)
Retrieved from https://studentshare.org/other/1411347-target-marketing-strategies-and-customer
(Target Marketing Strategies and Customer Relationship Management Assignment)
https://studentshare.org/other/1411347-target-marketing-strategies-and-customer.
“Target Marketing Strategies and Customer Relationship Management Assignment”, n.d. https://studentshare.org/other/1411347-target-marketing-strategies-and-customer.
  • Cited: 0 times

CHECK THESE SAMPLES OF Target Marketing Strategies and Customer Relationship Management

Current Key Principles of Customer Relationship Management

customer relationship management CRM 4.... In this rapidly changing business environment, a business must embrace the agility to modify strategies and maintain a strong competitive position (Manning, 2010; Hesse-Biber, 2011; Kumar, 2011).... In the similar way, the business environment of UK is somewhat uncertain and as a result of that companies are required to formulate strategies in a manner that fits with the nature of the environment.... Current Key principles Without having sound marketing strategy, it is impossible for a company to achieve success in the market....
7 Pages (1750 words) Essay

Customer Portfolio Management

The content of customer portfolios makes it easier for managers to optimally compose customer relationships in order to determine, whether the company amongst members of the target market because of its customer relationship tactics or the competitive position of the organization (Ravenscraft, 1983).... On the other hand, customer portfolios makes it easier for managers to optimally compose customer relationships in order to determine, whether the company amongst members of the target market because of its customer relationship tactics or the competitive position of the organization....
10 Pages (2500 words) Essay

Managing marketing relationships

We emphasize the importance of carefully choosing target segments and taking pains to build and maintain their loyalty through well- conceived relationship marketing strategies.... Gronroos argues that all marketing strategies lie on a continuum ranging from transactional to relational marketing where relationship marketing can be judged in terms of measures of customer retention rather than marketing share.... I will try to discuss the relationship marketing strategies for the particular bank....
14 Pages (3500 words) Article

Customer Relationship Management Strategy of Sony Corporation the Authors Perspective

hellip; This section presents the strategic framework of CRM that shall be applied to the case of Sony Corporation later in this paper. The most common understanding of customer relationship management (CRM) that it comprises of technology based customer related solutions like the sales force & customer service automation system.... In the modern context, CRM is an effective methodology of IT enabled execution of relationship marketing strategies to develop long term & profitable relationships with customers....
15 Pages (3750 words) Case Study

Relationship Marketing and Customer Service

The author of the following paper "Relationship Marketing and customer Service" claims that the changes in the global business environment necessitate relationship marketing in order for business organizations to compete more efficiently, attract potential, and retain current customers.... Thus, in order to succeed in their markets, companies are required to revamp their current strategies and put their customers into the center.... In essence, relationship marketing is in recognition that a customer contributes to an organization his lifetime purchases of the company's product if it is able to design marketing strategies which can cultivate loyalty and develop good relationships (Kotler 2005)....
14 Pages (3500 words) Literature review

Relationship Management

hellip; This paper is being carried out to establish how relationship marketing can help the company to keep it existing membership base and gain new members, to review how relationship management is an effective means of achieving business objectives, to examine all the aspects of relationship management such as loyalty.... The intention of this study is relationship management.... The aim of this research is to study the concept of relationship marketing and how it can be used by an organization to gain a competitive edge in the market to which they are catering....
12 Pages (3000 words) Essay

Customer Relationship Management: Data Mining

customer relationship management (CRM) is system used for managing the company's interactions with its… stomers, and it is limited to activities taking place in the customer facing functions such as marketing customer service, and sales among others (Kincaid 2003, p.... This paper explores customer relationship management particularly the data mining technique and its importance in an organization.... Customer information is the most important part of customer relationship management, and it serves as a critical component of building loyalty (Kincaid 2003, p....
5 Pages (1250 words) Essay

Marketing Communication & Customer Relationship

This paper, Marketing Communication & customer relationship, presents customer relationship which is the interaction between the firm and its customers and the effort the firm makes to develop this relationship.... As opposed to relationship marketing, transaction marketing focuses on short term single transactions and to increase sales with them.... McDonald's has been working on its customer relations for a very long time....
27 Pages (6750 words) Research Paper
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us