For over 20 years, stuffed crust has been a staple offering at Pizza Hut. Many people remember the first time they tried a stuffed crust pizza, and those memories and experiences are what really have an impact when trying to build customer loyalty. To help you better understand the connection our customers have had with stuffed crust through the years, we've attached some examples of our past stuffed crust advertisements and commercials.
We want to bring the next wave of stuffed crust innovation to Pizza Hut customers by coming out with the next exciting version of stuffed crust pizza. For this challenge, we'd like you to target families with young kids (parents are between 25-35). Be creative with your solutions, and remember that it should be targeted towards a budget-conscious young family!
*Note: Ideas with strong marketing plans included are preferred!*
Please submit the following:
1) Propose a new idea for the next version of stuffed crust pizza. Specifically explain:
· What is your idea?
· What would your idea look like?
· What new/exciting ingredients would you use?
· What would you call your new stuffed crust creation?
· Why would young families specifically like your solution?
· What makes this product different from other Stuffed Crusts?
2) How would you market your idea to the public, and what specific messaging do you think would be successful?
· How does this idea fit with the Pizza Hut brand?
· How does the marketing connect with the product idea?
3) What would you charge? Why?
Criteria: Your idea should NOT contain the following:
1) Our research uncovered these findings for your target consumer:
• Constantly looking for meal solution inspiration throughout the week that’s quick, easy and affordable
• Like to try new products before others do
• Looking to break from routines in their lives
• Constantly time-pressed; yet increasingly focused on budgeting time to socialize with people they love
• Looking for food that is: enjoyable to eat, crowd pleaser, shareable
• Looking for new fun ways to eat pizza
• Looking to have fun, let off steam & hang out with a group
• Buy products based on quality, not price
• Tend to eat on the go in their household
2) Past marketing and advertisements for stuffed crust pizza:
|Top 3 share 4500||Next 3 share 1500|
|1500||Apurva Gupta Indian Institute of Technology - Bombay|
|1500||Carlo R University of Connecticut|
|1500||Ross Baugher University of Florida|
|500||Wendy Li Stanford University|
|500||Stacey Heideloff Kent State University|
|500||Padma S Utah State University|