mobile marketing communications in consumer markets- a case study of pizza hut

7/30/2019 Mobile marketing communications in consumer markets- a case study of Pizza Hut

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Research Title

Mobile marketing communications in consumer markets- a case study of Pizza Hut

Table of Contents

CONTENTS PAGE NO.

CHAPTER 1 (INTRODUCTION) 03

1.1 BACKGROUND OF THE RESEARCH 04

1.2 RESEARCH PURPOSE 04

1.3 OBJECTIVES OF THE RESEARCH 04

1.4 RESEARCH QUESTIONS 05

1.5 RATIONALE BEHIND THE CHOSENRESEARCH TOPIC

05

1.6 BACKGROUND OF THE CASE COMPANY 06

CHAPTER 2 (LITERATURE REVIEW) 07

2.1 INTRODUCTION 07

2.2 MOBILE MARKETING COMMUNICATIONS 09

2.3 MOBILE CUSTOMER RELATIONSHIP MANAGEMENT (CRM) 10

2.4 SUMMARY 11

CHAPTER -3 (METHODOLOGY) 12

3.1 OVERVIEW 12

3.2 RESEARCH APPRAOCH 12

3.3 RESEARCH METHOD 12

3.4 RESEARCH STRATEGY 13

3.5 CASE SELECTION 133.6 DATA COLLECTION METHODS AND TOOLS 13

3.7 SAMPLING TECHNIQUE 14

3.8 PROPOSED QUESTIONNAIRE 14

3.9 DATA ANALYSIS & PRESENTATION METHOD 15

3.10 RESEARCH DESIGN 16

3.11 VALIDITY 16

3.12 RELIABILITY 17

3.13 ETHICAL CONSIDERATIONS 17

3.14 TIMESCALE & RESEARCH PLANNING 18

CONNNCLUSION 19REFERENCES 20-21

CHAPTER-1

INTRODUCTION

The communication environment marketing has tainted quickly in the last few years. Specifically,


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mass markets have been broken down into fragmented markets (Dalgic & Leeuw 1994), as wellas consequently, marketer is at the present changing not here as of mass marketing (Kotler el al.2005). Marketer is rising under attack marketing communication to construct as well as upholdrelations by means of clientele in further barely distinct niche market. Also, the considerableexpansion in data (Shaw 2001) and communications expertise (Peltier 2003) increase speed theassociation towards modified marketing communications. As a result, interactions of thecompanies by means of clientele are more and more directed by technology that permits the firmto personalize infrastructure in genuine time crossways multiple media platform as well as

channel. Therefore, marketing communication is at the present time ever more interactive throughcharacteristics (Bezjian-Avery et al. 1998). This study is to analyze the nature of mobilemarketing communications in consumer markets.

Known these fresh communication surroundings, marketers are more and more by fresh,interactive as well as extremely under attack media (Barwise & Farley 2005). As well the email,mobile media present attractive opportunity for marketer through as long as new potential tointeract by means of obtainable as well as possible consumers. Certainly, mobile advertising,where mobile medium is utilized as a contented release and direct reply channel in included

campaign with customary medium for example a TV, radio, as well as printing, otherwise as aseparate media, is quick flattering an significant publicity as well as using the marketing tooldirectly (Trappey III & Woodside 2005). At the same time as proof of the belongings of mobilepublicity campaign on marketing performance of the firms is at rest scarce, marketerapproximately the world are providing rising amount of currency in promotion behavior on mobilemedia. Actually, universal brand for example, Coca-Cola, Volvo, Nike, Disney, Adidas, MTV,Pepsi, Mazda, as well as McDonalds have productively subjugated mobile marketing for anumber of years (Sultan & Rohm 2005).

The purpose of this study is to analyze the nature of mobile marketing communications inconsumer markets.

The core aim of this study is to analyze the nature of mobile marketing communications inconsumer markets. Following objectives will be achieved through this study-

i. To integrate mobile marketing communications strategy?ii. To identify factors associated with the consumers intention to receive mobile advertising

messages?iii. To analyze how do gender, age, income, and employment status affect consumers

responses to mobile advertising campaigns?

iv. How to integrate mobile marketing into a companys marketing communications strategy?v. Which factors are associated with the consumers intention to receive mobile advertisingmessages?

vi. How do gender, age, income, and employment status affect consumers responses tomobile advertising campaigns?


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Mobile advertising communication is a rising study brook inside the advertising regulation.Encouraged through many reports in the well-liked push that emphasize the enormous possibleof mobile advertising (Carat Interactive 2002, Ovum 2002) as well as tinted the achievement storyof original mobile advertising campaign (Enpocket 2002, 2003), educational study on mobileadvertising connections has begin to produce. On the other hand, in spite of the rising a numberof study papers, the rising carcass of writing on mobile advertising connections appear to beconflicting as well as quite disjointed. Actually, many definition of the occurrence call mobileadvertising has been planned through marketing practitioner as well as scholar comparable. Atthe same time as a number of the conceptualization is alike, there is obviously a shortage of

agreement as to the majority suitable method in which this rising occurrence might be distinct. Inan effort for expanding conceptualizations that capture the factual sense of marketingconnections during the mobile medium, a wide appraisal as well as study of the existing mobileadvertising writing may be carried out in this research. A considerable numeral of the movableadvertising publication has measured dissimilar aspect of customer performance. Numerousstudy have examine attitudes of the consumers toward movable advertising (Haghirian &Madlberger 2005, Leung & Cheung 2004, Tsang 2004), receipt of mobile promotion (Barnes &Scornavacca 2004) as well as perception of mobile marketing (Okazaki 2004). As well, theefficiency as well as receptiveness of mobile advertising has increased escalating notice inwriting (Barwise & Strong 2002, Rettie 2005, Trappey III & Woodside 2005, Heinonen &Strandvik 2003). Consequently, this research as well aim at causal to our considerate of mobile

advertising infrastructure by investigative factor linked by means of the meaning of customers totake delivery of mobile marketing mail as well as the belongings of age, sex, earnings, as well asservice position on responses of the customers on mobile marketing campaign.

,

In 1985 Pizza Hut started its business in Wichita, Kansas as well as it is the largest restaurant inthe world. This restaurant was founded by Frank and Dan Carney. After fifteen years the firstrestaurant of United Kingdom was opened. From this time the Pizza Hut is the biggest pizzacompany all over the world. For the Pizza the Pizza Hut is in the leading position in the UnitedKingdom. All over the United Kingdom there are six hundred outlet of Pizza Hut. Pizza Hutsparent company is the Yum Brands, Inc. to be the best Pizza Hut restaurant brand is the missionof Pizza Hut.


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CHAPTER-2

LITERATURE REVIEW

2.1 Introduction

Mobile marketing is a subject of rising attention as well as significance. At the same time as theproof of mobile marketing efficiency is motionless scant, marketer approximately the earth areexpenditure rising amount of currency on marketing actions in media of mobile. This owes ingreat division, to the information that company are looking for conduct to obtain improved worthfor the marketing savings in quickly altering marketing communication surroundings. Groupmarket has fragmented, as well as consequently unfriendly mass communiqu, particularlymedium of publicity, has turn into a smaller amount effectual while beleaguered conversationpromotion communications have become additional significant (Shaw et al. 2001).

Encouraged by extremely exposed over hopeful prediction of prospect achievement of mobilemarketing (Karjaluoto 2005) with the achievement story of mobile marketing campaign (Enpocket2003), educational investigation on mobile marketing is cumulative. At the same time as previousinvestigate have provide helpful insight into mobile marketing (Barnes 2002; Yunos et al. 2003),our sympathetic of mobile marketing policy formulation as well as completion ruins lacking.Earlier researches have exposed so as to mobile marketing, particularly email marketing iseffectual together in inspiring customer comeback as well as a brand motor vehicle (Barwise &Strong 2002, Rettie 2005, Scharl 2005). Many authors said that (Barnes 2002, Muk 2007) themagnetism of mobile advertising lies in the possible to intention customers in an exactbackground. By the way, Sultan and Rohm (2005) proposed that mobile strategy permit marketerto bring modified, background in addition to position based mail to exact board spectators.

Consent based mobile promotion may be distinct as a communication (for example short mailservices as well as multimedia message services) what has been demanded by the customer asdivision of opt in system. Consent based promotion mail is influential as by sign up to opt incatalog the customer is demanding the mail as of the promoter sooner than just being uncoveredto it. Consequently, as said by Martin (2003), promoters may increase improved worth for thewealth as the communication recipient have by now indicate a stage of attention in the mail.

As well the consent based mobile promotion; marketer is more and more attractive in call to actdirect reply mobile promotion. To be exact, a consumer conveyance and short mail service in

reply to a cal l to the act, (Trappey III & Woodside 2005). In European countries, the majorityutilized form of straight answer mobile promotion is the book n Win endorsement that is onefrequently advertises on a enclose of impressive, a chocolate bar otherwise a drink, as well asthe purchaser is asked to propel a transcript communication keen on a short code for a possibilityto succeed a award (Keegan 2005).

The movement was bearded from side to side the line with television publicity as well as with amain attendance at end of sale crossways a variety of selling outlet. By means of a illustrate eachninety minutes customers just had to transcript the exclusive code as of the wrapping to shortcode 60360. Altogether, in excess of a quarter of a million citizens contribute in the movement(Enpocket 2008).

In spite of the marketing possibilities, educational study in mobile advertising is at rest in the inthe early hours phases (Barnes & Scornavacca 2004, Muk 2007, Carroll 2007). A strappingrequirement for experiential study is spoken by practitioner as well as academic. This researchres onds to call for additional stud and h othetical rowth on mobile advertisin . The


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aspiration of this research is to add our sympathetic of the characteristics of mobile advertisingconnections in customers market.

2.2 Mobile marketing communications

A salesperson can ensue to explain the strategies for the five focal advertising outfits afterdescribing purposes and following plans. All advertising devices have distinctive features,charges and contain explicit frequencies of communiqu. That is why salespersons mustappreciate the features of equally advertising outfits and infrastructures frequencies in describingadvertising infrastructures strategies. The rest of this fragment will be enthusiastic to exploratoryof the main outfits in the framework of itinerant advertising.

There is a shortage of corporate considerate about the arrangements of itinerant advertisingwhereas itinerant advertising is a developing ground of advertising infrastructures. Therefore,usual argument has been improved by suggesting a typology of itinerant advertising. The threefocal advertising outfits of itinerant advertising are such as: 1) publicity, 2) trades preferment and3) straight selling. So it can be said that individual trade and municipal affairs deeds would be

exceedingly problematic to achieve in itinerant selling framework although it is possible.Customer relationship management (CRM) should be occupied in deliberation and conversed inthis background although it is not a marketing gizmo. It should be emphasized that there is acosmic display of potential deeds that can be ordered as itinerant advertising. These deeds areconcisely designated underneath below the major advertising infrastructures apparatus andexpressive subdivision. The cataloging offered in character 1 is projected to characterize themost conjoint illustrations of itinerant advertising deeds but it should not be measured inclusive.

Mobile direct marketing

As Kotler et al. (2005, p.829) claimed that straight selling mentions to through infrastructures withprudently directed distinct clienteles to attain an abrupt reaction and to promote permanentpurchaser dealings. According to e.g. watson et al. 2002; rogers 2005, corporations are graduallyusing straight promotion to influence distinct clienteles more professionally and to construct ownaffairs with them with the developing tendency in the direction of distinct promotion. Progressesin material and infrastructures equipment have presented a choice of other broadcasting that canbe recycled to interconnect efficiently with distinct patrons whereas direct mail, the telephone andpress have been conventionally the most vital means for conventional selling (Fill 2002). Asapplied idiom of pickton and broderick (2005), conventional promotion uses a massiveassortment of advertising infrastructures deeds that can also be defined as trades elevations. In

this situation it is exceedingly problematic to pull a strong difference between itinerantconventional promotion and auctions elevations. On the other hand, it can be recommended thatmoveable customary promotion mentions to the covenant constructed posts for example SMS,MMS, WAP push and EMAIL messages. These are modified or directed to the buyer founded onpurchaser information or distinct client data. Thats why itinerant conventional advertising equallyany conventional advertising is gradually covering with client connection executive deeds.

2.3 Mobile Customer Relationship Management (CRM)

The significance of handling client contacts is far and wide renowned (Ryals 2005), however,there is no agreement about the most proper approach in which CRM should be well-defined


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(Payne and Frow 2006). Corporations are fluctuating from form advertising to direct or individualselling for this reason, in measure and form means are progressively substituted with moreindividual and intensive means. This is also cemented the method for the custom of itinerantmeans as a frequency for cooperating with clienteles.

CRM is one of the four focal movable advertising infrastructures outfits. Broadly we classified fivesubsections for the itinerant CRM device. We describe these five subsections as follow. First,client facility category, it comprises an extensive change of answers that could be established or

moved by clients mobile phone. For example, alarms check in services, mobile coupon makeavailable a facility that a customer can purchase a solitary coupon with text message.

The second is mobile commerce category. It includes itinerant investment and brokerage,roaming fee, attempting and mobile gaming and wagering. For example clienteles usage theirmobile expedients to entre their financial records and pay their beaks, and brokerage facilities,in which standard approximations can be exposed and interchange lead from the similar mobiledevice, giving for properties or facilities with a mobile device, SMS re-trying package that allowsoperators to trail offers through outbid alarms, and respond rapidly from their mobile should they

want to surge a tender, gaming and bookmaking completed on a mobile device. The third isarcade investigation by mobile phone. For example, mobile phone with a mobile review result isrecycled to ways a review and/or census. The fourth is mobile municipal. This classificationcontains an extensive array of explanations that are adjacent to several mobile facil itiesclarifications. For example, a group can have mobile collectible that helps a double starring roleby performing as a persuasive device for the group, permitting admirers a method to keep au faiton the posse's deeds, and by attending as a succession for the posse's mobile at ease. Lastly,we noted a massive display of itinerant facilities intended for commerce-to-commerce arcades.These communal clarifications are, for example, M2M clarifications (i.e. itinerant statisticsinfrastructures between machineries) and portable labor force clarifications such as a distantentrance to internet facilities by itinerant entrance tools.

2.4 Summary

Mobile marketing is a subject of rising attention as well as significance. At the same time as theproof of mobile marketing efficiency is motionless scant, marketer approximately the earth areexpenditure rising amount of currency on marketing actions in media of mobile. In this chapter Ihave discussed various literatures related to mobile marketing communication.

Methodology is used in elucidating the objectives and the main goals of the study. If one wants tocarry out a research, one can usually follow different study methodologies which usually include

interpretive viewpoint, investigative viewpoint, qualitative study method and other study methodsof different cases as well. A concise account concerning these methodologies of this study isprovided in the subsequent segment of the study.


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In carrying out our day to day research we are familiar with three sorts of research methodsnamed as investigative, expressive and the last one descriptive technique. Exploratory approachis helpful at the time of the incidence of rationales as a rising hypothesis or model. As a result,the exploratory research approach will be used for this study.

According to Dubois and Gadde, (2002) there exists three types of research method such as thedeductive, abcuctive and the inductive research among which the researcher take the best suitedone. Proctor, (2000) supposed that, quantitative technique of psychoanalysis is well-built thanqualitative technique of psychoanalysis. It can also have an effect both on the populace thequantity of necessary information for compatible examination. In-depth investigation into theposition and the behavior of the people is also possible in case of qualitative study method. Asexpressed by the Saunder et al (2007) when there exists a need for the hypothesis on acontinuous basis with a view to growing and drawing the impact of the theory the qualitative orthe inductive research is useful. According to the Grove and Burns (1997) in case of the casestudies the qualitative research method is useful and it depends on the meaning of therespondents which is subjective.

Evenly the quantitative research in addition to qualitative research have the own reimbursementin addition to limitations. Quantitative research exceed qualitative in shrewdness what it can lookat data on the basis of the delegation of sample from a huge population (Proctor, 2000). Similar tothis, quantitative study is stronger than qualitative research in so as to it can induce person whoreads through vast stage, numeric data. As a result, the qualitative study technique may be taken.

There exist four types of research strategy such as the archival and historical analysis, surveys,experiments and the case study (Yin, 2003). The case study is regarded as the most usedstrategy. The case study of the research strategy is appropriate when the research is concernedwith the question of why and how as mentioned by (Yin, 2003). So, the case study strategy hasbeen chosen for this study.

Pizza Hut Restaurant has been chosen as the case company for this dissertation. In 1985 PizzaHut started its business in Wichita, Kansas as well as it is the largest restaurant in the world. This

restaurant was founded by Frank and Dan Carney. After fifteen years the first restaurant of UnitedKingdom was opened. From this time the Pizza Hut is the biggest pizza company all over theworld. For the Pizza the Pizza Hut is in the leading position in the United Kingdom. All over theUnited Kingdom there are six hundred outlet of Pizza Hut. Pizza Huts parent company is theYum Brands, Inc. to be the best Pizza Hut restaurant brand is the mission of Pizza Hut.

I will gather as well as utilize information as of two sources. Secondary data as well as Primarydata are these sources.


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Secondary data is the sort of data which has already been composed for different causes(Zikmun, 2000). Unlike primary data, the expense of money, time and labor is low in case ofsecondary data. Various valuable sources like internet, editorial column, publication,presumption document, thesis, web sites etc. can help in collecting and amalgamating secondarydata.

Primary data will be gathered during experiment, study, otherwise scrutiny. I will gather primarydata through the survey technique of collection of the data.

In this research I will use the simple random sampling technique to identify the sample. Simplesample technique is sample method in which every item of the inhabitants contains equivalentchance to be chosen. The planned sample size for this study is 20.

During the collection of primary data I will use a predetermined questionnaire. The details of thequestionnaire will be provided in the appendix of the dissertation.

For the realization of the subtext of the information, the size of the information is necessary; andto make the observation clear, preliminarily collected qualitative information requires in-depthinvestigation. In conducting a data analysis, the researcher can follow three steps which are datadecrease, data show and sketch termination plus creation authentication.


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Process followed in analyzing data required for the study includes the subsequent step-by-stepfunctions (Creswell, 2007):

Organizational Data: The process of organizing the collected data in a particular suitable array iscalled organizational data.

Reading: Thorough elucidation of the amassed data is carried out in this step.

Description: Clarifying the case studies and its background is the basic function of this stage.

Classification: A rigid account is provided to establish appropriate paradigm.

Understanding: Understanding, a critical phase comprises of direct comprehension and ageneric simplification as well.

Demonstration plus apparition: Profoundly deep representation by utilizing portrayal, tables and

charts.

In this research paper, I have used the data analysis depicted above to fulfill the process.Besides the use of frequency distribution to portray as well as explain the necessary secondarydata, I have also applied descriptive statistics, congruent figures and graphical manifestation incarrying out this research paper.

According to Saunders et al., (2003) validity is the unease concerning the answer that whetherthey are pertinent to that they really be. Yin (2003) proposes gather the sequence of evidence

that may augment the validity of the research. Consequently I may keep all proof for exampleinterview to augment the validity.


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According to the Yin (2003) the core thing of the reliability of the research is that if the sameresearch is to be conducted by the any other party he or she will get the same results andfindings and similar findings and conclusion will also be found. Yin also suggested maintainingthe proper documentation of the procedures.

According to Saunders et al (2007) the ethics of the research involves with the researchersthinking about the rights and responsibili ty of the respondents that are influenced by the work ofresearch. However the researcher ought to possess the depth knowledge about the Code ofEthical Conduct for the Research for the purpose of the research. Before performing the study Iwill realize he Code of Ethical Conduct for accomplishing the research work. Because I will notmaintain any written document of the name of the respondents in the questionnaire so the nameof the respondents who provided opinion in preparing the research will not be disclosed.

3.14 Timescale & Research Planning


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Conclusion

Mobile marketing is a subject of rising attention as well as significance. At the same time as theproof of mobile marketing efficiency is motionless scant, marketer approximately the earth areexpenditure rising amount of currency on marketing actions in media of mobile. As well the email,mobile media present attractive opportunity for marketer through as long as new potential to

interact by means of obtainable as well as possible consumers. Certainly, mobile advertising,where mobile medium is utilized as a contented release and direct reply channel in includedcampaign with customary medium for example a TV, radio, as well as printing, otherwise as aseparate media, is quick flattering an significant publicity as well as using the marketing tooldirectly. In spite of the assurance of cost efficiency as well as beleaguered connectionsobtainable through the media, there is at rest astonishingly slight study as well as experientialproof on ways of the mobile marketing really workings. This has been recommended that mobileadvertising, particularly short message services marketing is at present the most excellentmethod to arrive at infantile public flanked by 15 as well as 24 years of age. Other than youngcustomers are not the only ones for embracing mobile technologies. Actually, they arrive ofmobile campaign is possibly improved understood through segmentation of the customers on thebasis of a broad diversity of backdrop variable, that may be additional representatives of realperformance. Consequently, this research as well aim at causal to our considerate of mobileadvertising infrastructure by investigative factor linked by means of the meaning of customers totake delivery of mobile marketing mail as well as the belongings of age, sex, earnings, as well asservice position on responses of the customers on mobile marketing campaign.

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mobile marketing communications in consumer markets- a case study of pizza hut

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