Australian Pizza Wars (pp 687-689) Essay Example | Topics and Well Written Essays - 500 words

Australian Pizza Wars (pp 687-689) - Essay Example A reputable pizza marketing magazine suggests that pizza companies should begin using promotions which describe dollars off rather than percentages when using marketing promotion (clippermagazine.com, 2009). This is an aspect of consumer behaviour where they feel dollars off promotions are more incentive to buy products than through direct mailings which offer percentages off the pizza product. Currently, Pizza Hut offers reduced priced pizzas, using marketing promotion to encourage volume ordering to offset the costs of marketing, as identified by the case study. This is an ongoing pricing strategy, however Pizza Hut maintains the opportunity to use unique graphics, logos, and other consumer-oriented images to create direct mailing (or even Internet coupon offerings) which appeals to the psychographic aspects of buyer behaviour. Kurtz (2007) identifies that consumers are strongly driven toward promotional materials, in direct mailing form, which utilise well-known corporate logos an d can be entertaining at the same time. This would give Pizza Hut the opportunity to use pricing as only a portion of the marketing strategy but use innovative sales promotions, based on consumer behaviour and graphics presentation, to make their business stand out over competition. It would be unrealistic to believe that pricing is no long relevant for sales promotions, just the method by which Pizza Hut appeals to the buying audience should be altered. This could also give Pizza Hut the opportunity to sign up many different customers, through unique promotions which offer contests or similar incentives, giving Pizza Hut several niche markets to sell product. Because consumers in Australia are beginning to explore healthy eating options, these direct mailing, innovative graphic marketing tools can highlight new menu options for the healthier eating client. The case study did not provide