projeto pizza hut (2011)
DESCRIPTION
PPT de apresentação do Trabalho de Conclusão do Curso (TCC) de Publicidade e Propaganda para o cliente Pizza Hut - Universidade Cruzeiro do Sul, 2011. Premiado como 2º Melhor Projeto no 32ª Concurso Universitário na APP (Associação dos Profissionais de Propaganda), 2011. Planejamento e Redação: Pamela Lima Créditos: Diego Santos, Guilherme Ramalho, Érica Piai, Luciana Ribeiro e William Loiola. Ano: 2011TRANSCRIPT
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??
?
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QUAIS DESSES LUGARES
VOCÊ FREQUENTA OU JÁ
FREQUENTOU?
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NA PRAÇA DE ALIMENTAÇÃO
VOCÊ DECIDE ONDE VAI
COMER:
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44%deixariam de ir ao restaurantecaso fossem mal atendidos no local.
Fonte: Estudo ToolBox TM
maio
r re
cla
mação
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ALÉM DA PIZZA HUT, EM QUAIS
ESTABELECIMENTOS VOCÊ
PEDE PIZZA?
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TradiçãoQualidade da matéria-primaProjetos sociaisLocalização
Atendimento insatisfatórioDelivery limitadoPouco investimento em comunicação
Copa de 2014Crescimento do mercado de food serviceBusca da Classe C por alimentação fora do larTendência ao consumo via internetSurgimento constante de substitutos
Preocupação com alimentação saudávelComunicação digital dos concorrentes
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Aumentar o número de TC’s/mês
nos restaurantes25.340novos TC’s/mês;
Aumentar os pedidos online
no delivery
20%
10%6.750novos pedidos/mês;
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OBJETIVOS DE COMUNICAÇÃO
Aumentar share of voice
Aumentar o share of mind
20%10%
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ES
TR
ATÉG
IA
S
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MARKETING 1,5
milhõesMÍDIA 3,5
milhões
BUDGETmilhões5
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PRÉ-CAMPANHA
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ATENDIMENTO É HUT!
//janeiro
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// Parque Kango Jango
// 3 dias// Treinamento
// Palestra
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CARDÁPIO DIGITAL IHUT!
// Treinamento // 2ª à 4ª
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SPEAK HUT!
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COMUNICAÇÃO
INTERNA
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DELIVERY É HUT!
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CONCURSOSABOR É HUT// março a maio
// funcionários da cozinha// novo sabor// julgamento// blogueiros// participação vendas
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CLIENTE OCULTOVOTO ELETRÔNICO
// maio/ agosto/ dezembro
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HUT TOUR
//dezembro
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EXPERIÊNCIA
EXPERIÊNCIA
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CAMPUS PARTY 2012PATROCÍNIO E ENTREGA DE PIZZAS
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PATROCÍNIO DE EVENTOYOUPIX FESTIVAL 2012
Placa de MEMES Pizza HUT!
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PATROCÍNIO DE EVENTOYOUPIX FESTIVAL 2012
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PROMOÇÃO PIZZA É
HUT
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PROMOÇÃO PIZZA É HUTPRÊMIOS
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MINI CLUBE PIZZA
HUT / EXPRESS
// julho a dezembro// seis visitas// pedaço de pizza
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QUARTA FUTEBOL
HUT DINE IN// março a dezembro
// campeonato paulista// jogos às quartas
// double chopp// ambientação// criar o hábito
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REDES SOCIAIS
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HASHTAGS NO
TWITTERAlguém aí falou em
#pizza?
CRIAÇÃO DE PERFILMonitoramento
Geomarketing
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FANPAGE OFICIAL/ APLICATIVO
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Tema de campanha: TRADIÇÃO
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Período: Julho Formatos:Página Simples / Informe Publicitário
Período: Julho Formatos:Publieditorial
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Período: MarçoFormatos:Página Simples / Informe Publicitário
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Período: Julho a Outubro Formatos:Meia página / Página inteira
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MEIO DE APOIO
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Período: JulhoFormatos: Spot 30 segundos
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EXTENSIVA//Atinge grande número de pessoas//Aumento
do share-of-mind
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Período: Outubro a DezembroFormatos:Sancas e Painéis
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Período: NovembroFormatos:Sidetrack
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Período: MaioFormatos:Vídeo 30’’ e Patrocínio
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Período: Abril a SetembroFormatos: Mídia Cards
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Período: Março a DezembroFormatos: Vídeo 10’’ e Patrocínio em notícias
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MEIO BÁSICO
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Período: Janeiro a DezembroFormatos: Banner Retângulo e Mobile / Vídeo
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Período: Março a DezembroFormatos: Publieditorial, tweets, Facebook Post.
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Período: Janeiro a DezembroFormatos: - Tweets Patrocinados
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Período: Janeiro a DezembroFormatos: - Tweets Patrocinados- Facebook ADS- Vídeo Patrocinado
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FLOW CHART GERAL
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VÍDEO INTEGRANTES MOZ <<AQUI>>VÍDEO INSTITUCIONAL MOZ <<AQUI>>