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Research Title Mobile marketing communications in consumer markets- a case study of Pizza Hut Table of Contents CONTENTS CHAPTER

1 (INTRODUCTION) 1.1 BACKGROUND OF THE RESEARCH 1.2 RESEARCH PURPOSE 1.3 OBJECTIVES OF THE RESEARCH 1.4 RESEARCH QUESTIONS PAGE NO. 03 04 04 04 05

1.5 RATIONALE BEHIND THE CHOSEN RESEARCH TOPIC


1.6 BACKGROUND OF THE CASE COMPANY CHAPTER 2 (LITERATURE REVIEW) 2.1 INTRODUCTION 2.2 MOBILE MARKETING COMMUNICATIONS 2.3 MOBILE CUSTOMER RELATIONSHIP MANAGEMENT (CRM) 2.4 SUMMARY CHAPTER -3 (METHODOLOGY) 3.1 OVERVIEW 3.2 RESEARCH APPRAOCH 3.3 RESEARCH METHOD 3.4 RESEARCH STRATEGY 3.5 CASE SELECTION 3.6 DATA COLLECTION METHODS AND TOOLS 3.7 SAMPLING TECHNIQUE 3.8 PROPOSED QUESTIONNAIRE 3.9 DATA ANALYSIS & PRESENTATION METHOD 3.10 RESEARCH DESIGN 3.11 VALIDITY 3.12 RELIABILITY 3.13 ETHICAL CONSIDERATIONS 3.14 TIMESCALE & RESEARCH PLANNING CONNNCLUSION REFERENCES

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06 07 07 09 10 11 12 12 12 12 13 13 13 14 14 15 16 16 17 17 18 19 20-21

CHAPTER-1 INTRODUCTION

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

mass markets have been broken down into fragmented markets (Dalgic & Leeuw 1994), as well as 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 uphold relations by means of clientele in further barely distinct niche market. Also, the considerable expansion in data (Shaw 2001) and communications expertise (Peltier 2003) increase speed the association towards modified marketing communications. As a result, interactions of the companies by means of clientele are more and more directed by technology that permits the firm to personalize infrastructure in genuine time crossways multiple media platform as well as channel. Therefore, marketing communication is at the present time ever more interactive through characteristics (Bezjian-Avery et al. 1998). This study is to analyze the nature of mobile marketing 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 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 included campaign with customary medium for example a TV, radio, as well as printing, otherwise as a separate media, is quick flattering an significant publicity as well as using the marketing tool directly (Trappey III & Woodside 2005). At the same time as proof of the belongings of mobile publicity campaign on marketing performance of the firms is at rest scarce, marketer approximately the world are providing rising amount of currency in promotion behavior on mobile media. Actually, universal brand for example, Coca-Cola, Volvo, Nike, Disney, Adidas, MTV, Pepsi, Mazda, as well as McDonalds have productively subjugated mobile marketing for a number of years (Sultan & Rohm 2005).

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

The core aim of this study is to analyze the nature of mobile marketing communications in consumer markets. Following objectives will be achieved through this studyi. 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 advertising messages? vi. How do gender, age, income, and employment status affect consumers responses to mobile advertising campaigns?

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 possible of mobile advertising (Carat Interactive 2002, Ovum 2002) as well as tinted the achievement story of original mobile advertising campaign (Enpocket 2002, 2003), educational study on mobile advertising connections has begin to produce. On the other hand, in spite of the rising a number of study papers, the rising carcass of writing on mobile advertising connections appear to be conflicting as well as quite disjointed. Actually, many definition of the occurrence call mobile advertising has been planned through marketing practitioner as well as scholar comparable. At the 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. In an effort for expanding conceptualizations that capture the factual sense of marketing connections during the mobile medium, a wide appraisal as well as study of the existing mobile advertising writing may be carried out in this research. A considerable numeral of the movable advertising publication has measured dissimilar aspect of customer performance. Numerous study 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, the efficiency as well as receptiveness of mobile advertising has increased escalating notice in writing (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 to take delivery of mobile marketing mail as well as the belongings of age, sex, earnings, as well as service 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 in the world. This restaurant was founded by Frank and Dan Carney. After fifteen years the first restaurant of United Kingdom was opened. From this time the Pizza Hut is the biggest pizza company all over the world. For the Pizza the Pizza Hut is in the leading position in the United Kingdom. All over the United Kingdom there are six hundred outlet of Pizza Hut. Pizza Huts parent company is the Yum Brands, Inc. to be the best Pizza Hut restaurant brand is the mission of Pizza Hut.

CHAPTER-2 LITERATURE REVIEW

2.1 Introduction Mobile marketing is a subject of rising attention as well as significance. At the same time as the proof of mobile marketing efficiency is motionless scant, marketer approximately the earth are expenditure rising amount of currency on marketing actions in media of mobile. This owes in great division, to the information that company are looking for conduct to obtain improved worth for the marketing savings in quickly altering marketing communication surroundings. Group market has fragmented, as well as consequently unfriendly mass communiqu, particularly medium of publicity, has turn into a smaller amount effectual while beleaguered conversation promotion communications have become additional significant (Shaw et al. 2001).

Encouraged by extremely exposed over hopeful prediction of prospect achievement of mobile marketing (Karjaluoto 2005) with the achievement story of mobile marketing campaign (Enpocket 2003), educational investigation on mobile marketing is cumulative. At the same time as previous investigate 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 is effectual 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) the magnetism of mobile advertising lies in the possible to intention customers in an exact background. By the way, Sultan and Rohm (2005) proposed that mobile strategy permit marketer to 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 mail services as well as multimedia message services) what has been demanded by the customer as division of opt in system. Consent based promotion mail is influential as by sign up to opt in catalog the customer is demanding the mail as of the promoter sooner than just being uncovered to it. Consequently, as said by Martin (2003), promoters may increase improved worth for the wealth 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 act direct reply mobile promotion. To be exact, a consumer conveyance and short mail service in reply to a call to the act, (Trappey III & Woodside 2005). In European countries, the majority utilized form of straight answer mobile promotion is the book n Win endorsement that is one frequently advertises on a enclose of impressive, a chocolate bar otherwise a drink, as well as the purchaser is asked to propel a transcript communication keen on a short code for a possibility to succeed a award (Keegan 2005). The movement was bearded from side to side the line with television publicity as well as with a main attendance at end of sale crossways a variety of selling outlet. By means of a illustrate each ninety minutes customers just had to transcript the exclusive code as of the wrapping to short code 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 in the early hours phases (Barnes & Scornavacca 2004, Muk 2007, Carroll 2007). A strapping requirement for experiential study is spoken by practitioner as well as academic. This research responds to call for additional study and hypothetical growth on mobile advertising. The

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

2.2 Mobile marketing communications A salesperson can ensue to explain the strategies for the five focal advertising outfits after describing purposes and following plans. All advertising devices have distinctive features, charges and contain explicit frequencies of communiqu. That is why salespersons must appreciate the features of equally advertising outfits and infrastructures frequencies in describing advertising infrastructures strategies. The rest of this fragment will be enthusiastic to exploratory of the main outfits in the framework of itinerant advertising. There is a shortage of corporate considerate about the arrangements of itinerant advertising whereas itinerant advertising is a developing ground of advertising infrastructures. Therefore, usual argument has been improved by suggesting a typology of itinerant advertising. The three focal advertising outfits of itinerant advertising are such as: 1) publicity, 2) trades preferment and 3) 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 in this background although it is not a marketing gizmo. It should be emphasized that there is a cosmic display of potential deeds that can be ordered as itinerant advertising. These deeds are concisely designated underneath below the major advertising infrastructures apparatus and expressive subdivision. The cataloging offered in character 1 is projected to characterize the most 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 with prudently directed distinct clienteles to attain an abrupt reaction and to promote permanent purchaser dealings. According to e.g. watson et al. 2002; rogers 2005, corporations are gradually using straight promotion to influence distinct clienteles more professionally and to construct own affairs with them with the developing tendency in the direction of distinct promotion. Progresses in material and infrastructures equipment have presented a choice of other broadcasting that can be recycled to interconnect efficiently with distinct patrons whereas direct mail, the telephone and press have been conventionally the most vital means for conventional selling (Fill 2002). As applied idiom of pickton and broderick (2005), conventional promotion uses a massive assortment 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 itinerant conventional promotion and auctions elevations. On the other hand, it can be recommended that moveable 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 on purchaser information or distinct client data. Thats why itinerant conventional advertising equally any 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

(Payne and Frow 2006). Corporations are fluctuating from form advertising to direct or individual selling for this reason, in measure and form means are progressively substituted with more individual and intensive means. This is also cemented the method for the custom of itinerant means as a frequency for cooperating with clienteles. CRM is one of the four focal movable advertising infrastructures outfits. Broadly we classified five subsections 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 make available 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 their mobile 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 mobile device, giving for properties or facilities with a mobile device, SMS re-trying package that allows operators 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 is arcade investigation by mobile phone. For example, mobile phone with a mobile review result is recycled to ways a review and/or census. The fourth is mobile municipal. This classification contains an extensive array of explanations that are adjacent to several mobile facilities clarifications. For example, a group can have mobile collectible that helps a double starring role by performing as a persuasive device for the group, permitting admirers a method to keep au fait on 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 statistics infrastructures between machineries) and portable labor force clarifications such as a distant entrance 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 the proof of mobile marketing efficiency is motionless scant, marketer approximately the earth are expenditure rising amount of currency on marketing actions in media of mobile. In this chapter I have 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 to carry out a research, one can usually follow different study methodologies which usually include interpretive viewpoint, investigative viewpoint, qualitative study method and other study methods of different cases as well. A concise account concerning these methodologies of this study is provided in the subsequent segment of the study.

In carrying out our day to day research we are familiar with three sorts of research methods named as investigative, expressive and the last one descriptive technique. Exploratory approach is 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 the deductive, abcuctive and the inductive research among which the researcher take the best suited one. Proctor, (2000) supposed that, quantitative technique of psychoanalysis is well-built than qualitative technique of psychoanalysis. It can also have an effect both on the populace the quantity of necessary information for compatible examination. In-depth investigation into the position and the behavior of the people is also possible in case of qualitative study method. As expressed by the Saunder et al (2007) when there exists a need for the hypothesis on a continuous basis with a view to growing and drawing the impact of the theory the qualitative or the inductive research is useful. According to the Grove and Burns (1997) in case of the case studies the qualitative research method is useful and it depends on the meaning of the respondents which is subjective. Evenly the quantitative research in addition to qualitative research have the own reimbursement in addition to limitations. Quantitative research exceed qualitative in shrewdness what it can look at data on the basis of the delegation of sample from a huge population (Proctor, 2000). Similar to this, quantitative study is stronger than qualitative research in so as to it can induce person who reads 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 used strategy. The case study of the research strategy is appropriate when the research is concerned with the question of why and how as mentioned by (Yin, 2003). So, the case study strategy has been chosen for this study.

Pizza Hut Restaurant has been chosen as the case company for this dissertation. In 1985 Pizza Hut 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 United Kingdom was opened. From this time the Pizza Hut is the biggest pizza company all over the world. For the Pizza the Pizza Hut is in the leading position in the United Kingdom. All over the United Kingdom there are six hundred outlet of Pizza Hut. Pizza Huts parent company is the Yum 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 Primary data are these sources.

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 of secondary data. Various valuable sources like internet, editorial column, publication, presumption document, thesis, web sites etc. can help in collecting and amalgamating secondary data.

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

In this research I will use the simple random sampling technique to identify the sample. Simple sample technique is sample method in which every item of the inhabitants contains equivalent chance 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 the questionnaire 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; and to make the observation clear, preliminarily collected qualitative information requires in-depth investigation. In conducting a data analysis, the researcher can follow three steps which are data decrease, data show and sketch termination plus creation authentication.

Process followed in analyzing data required for the study includes the subsequent step-by-step functions (Creswell, 2007): Organizational Data: The process of organizing the collected data in a particular suitable array is called 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 a generic 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 secondary data, I have also applied descriptive statistics, congruent figures and graphical manifestation in carrying out this research paper.

According to Saunders et al., (2003) validity is the unease concerning the answer that whether they 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 example interview to augment the validity.

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

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

3.14 Timescale & Research Planning

Conclusion Mobile marketing is a subject of rising attention as well as significance. At the same time as the proof of mobile marketing efficiency is motionless scant, marketer approximately the earth are expenditure 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 included campaign with customary medium for example a TV, radio, as well as printing, otherwise as a separate media, is quick flattering an significant publicity as well as using the marketing tool directly. In spite of the assurance of cost efficiency as well as beleaguered connections obtainable through the media, there is at rest astonishingly slight study as well as experiential proof on ways of the mobile marketing really workings. This has been recommended that mobile advertising, particularly short message services marketing is at present the most excellent method to arrive at infantile public flanked by 15 as well as 24 years of age. Other than young customers are not the only ones for embracing mobile technologies. Actually, they arrive of mobile campaign is possibly improved understood through segmentation of the customers on the basis of a broad diversity of backdrop variable, that may be additional representatives of real performance. 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 to take delivery of mobile marketing mail as well as the belongings of age, sex, earnings, as well as service position on responses of the customers on mobile marketing campaign.

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