ASSIGNMENT

CONSUMER BEHAVIOR

Submitted By
Muhammad Bilal (2171018)
Submitted To
Ma’am Javeria

DEPARTMENT OF MANAGEMENT SCIENCES

NATIONAL UNIVERSITY OF MODERN LANGUAGES,

ISLAMABAD.
Questions:
Q No 1. What marketing channels were used by Papa John’s?
Answer: Papa John’s designed a new marketing and ordering channel designed to attract
younger consumers, starting a new service so customers can order pizza from a cell phone or
PDA via text message. For this first customer has to established an online account, at any time
simply tap in their preference for one of several favorite pizzas using an abbreviated code. The
meal order would be delivered to any of several delivery addresses, and customer can paid with
credit or debit card information already on file in a database, and delivered within a half hour
from the closest retail location.

Q No 2. What were the benefits of introducing new marketing channels to the

company?

Answer: The benefits includes customers willingness to opt into this unique channel
arrangement are better overall marketing and customer awareness. Having a database of
customer purchase behavior, customized promotions flow through the channel to pizza lovers,
and great deals offered on favorite crusts, meats, and other toppings according to customer’s past
preferences.

Q No 3. What other marketing gains were achieved by these channels?

Answer: The electronic channel engaged in so many ways, such as sending customers digital
coupons, providing updates on new menu items, and engaging customers with reminder
advertising. Results of employing this exciting new marketing and delivery channel have been
impressive, with Papa John’s share increasing to 6.9 percent of the marketplace despite having
far fewer locations than their major competitors. The company is positive that these new
channels will allow it to continue to compete strongly with the “big boys” in the world of pizza
delivery.

Q No 4. Why digital marketing and digital ordering is significant for

marketers in this age?
Answer: I think this age is of technology and trend is changing, so to target the greater number
of customers we have to adopt new technology. Second this is cost saving and through this we
can deliver to more people in less time.