DPS STS BUSINESS ECONOMICS

SUMMIT II
 DPS STS BUSINESS ECONOMICS SUMMIT II

The Case

Another tiring day, packed with Board meetings, Performance reviews and Marketing consultations, had
come to an end for Mr. Karim. Had tomorrow been the usual routine, Karim would’ve taken off for the
day. But the moment he saw a report on his table, he beamed and signaled his secretary for another cup of
coffee.

People at Pizza Hut Bangladesh were always looking for ways to make their pizzas more accessible to the
customers by both creating value and opening new stores across different locations. The idea of developing
creative schemes and propositions to attract the pizza-loving consumers surely seemed alluring. But Karim
was instantly troubled when he realized the certain complications Pizza Hut BD has been facing over the past
few years, causing it to steadily lose grip over the Bangladeshi market. He reminded himself of the early
growth years of Pizza Hut BD and how they were titled the first authentic Pizza-place of Bangladesh. After
reminiscing for a while and coming out of the nostalgic bubble, Karim sat down, preparing his deck for Pizza
Hut Bangladesh’s much needed comeback as the titular pizza place of the country.

Karim realizes that there are two ways that this goal can be achieved. He recalled that just yesterday, the
operational executives of Pizza Hut BD were exclaiming “The reason we’re lagging behind our consumers
is simply because they are charging less money for their pizzas! It is imperative that we bring about
a change in our menu prices to attract the entire market.” Karim, being the marketing executive of Pizza
Hut Bangladesh, knew straight away that this was not the best feasible solution for the current situation.
However, the way the rate of losing market shares have been increasing rapidly, he was worried
for a moment if this was actually the case.

But he knew deep in his heart, that the best way to turn this situation around, is if he and his team
of dexterous individuals come up with a brilliant Integrated Marketing Campaign. He understood that if this
strategy was properly incorporated, a Return of Investment (ROI) of above 1.05 was inevitable. But
instantly realizing that competitors like Pizza Inn, Cheez and Pizza Guy have been occasionally coming up
with good marketing tactics, Karim knew that this time there cannot be any mistakes. He realized that this
solution must be implemented in a very careful manner, as he cannot risk in losing out the existing
customers of Pizza Hut Bangladesh. With everyone keeping a close watch on Pizza Hut BD, Karim knew he
had to plan this solution with his team as soon as possible, since the next Board Meeting was due next week.
It was necessary to impress Mr. Amit Dev Thapa, (CEO) Pizza Hut Bangladesh, with this solution and a
 proposed plan. It was way past midnight and Karim was nearly done with the draft report titled “Pizza Hut
Bangladesh: The IMC that changed it all”. He decided to take the following day off, but a lot of questions
were still preying upon his mind: Would such a challenging audience like that of Bangladesh be willing to
accept this IMC? Would this plan be sustainable and profit worthy for the years ahead of Pizza Hut BD? Is
this solution going to be cost effective and generating returns? Only time will tell.

The Task in hand:

Build a 360 ° marketing plan for 1 year for Pizza Hut Bangladesh, imagining yourself as Mr. Karim and
his dexterous Team. Follow the guideline and marking criteria to know what steps you have to complete.

General Rules:
• Slide limit – 20 slides.
• First slide should contain team name, Pizza Hut logo (and team logo if possible).
• Solution file should be in ppt. or pptx. File. Solution file should be named by your team name and “DPSBES II’’.
For example: “Team ABC_ DPSBES II”.
• Subject line of the submission e-mail should be: Team Name: Submission of DPSBES II.
• Submit your file to business.republic@dpsstsdhaka.org. It’s not necessary that the Team Leader has to mail the
file, any member from each team can mail the file.

• The Date of Submission is: 5PM , 3RD January

Marking Criteria:
Fulfill every single criteria to ensure not losing the allocated marks there.

Sl. No. Criteria Marks

1 Situation Analysis 5
2 Core Issue Identification 10
3 Objectives 5
4 Targeting and Positioning 10
5 Big Idea 15
6 Campaigns (ATL / BTL/ Digital) 15
7 Execution Plan 5
8 Budget 6
9 Reach 5
10 Cost per contact and ROI 6
11 Monitoring and Evaluation 5
12 Challenges and Feasibility 4
13 Contingency Plan 4
14 Presentation Design and Structure 5
Total 100
Marketing Case Solving Guidelines

Note in brief- Definition of an Integrated Marketing Campaign: An integrated marketing campaign is

the application of consistent brand messaging across both traditional (e.g. direct mail) and non-traditional
(e.g. social media) marketing channels and using different promotional methods to reinforce each other.

1. Situation Analysis
Here you would have to provide an insight to what the current scenario is. Basically how the
situation is right now, for which you are starting to identify problems and provide solutions. You
can provide simple, but informative slides which consist of Situation analysis/ Scenario
analysis/ Current Scenario/ Insights showing 3-5 points. It is advised to use facts and figures
here as well.
You can also use tactics like Market analysis/ Competitor analysis, where you basically can
show simple points on how the market is working and how the competitors are performing/ their
promotion style/ market share (Market share can be shown by pie charts or bar charts).
You can also use the following tools:
a. SWOT Analysis: S.W.O.T. stands for strength, weakness, opportunities and threat. Here
Strength and weakness talks about the internal factors of a company whereas opportunities talk
about external factors of a company.
b. PEST Analysis: This tool defines the strategic position of the company. It basically talks
about Political, Economic, Social and Technological factors affecting the firm. Google more
tools like BCG matrix, ANSOFF matrix, Porter’s 5 forces, PESTEL analysis etc. after this
competition for more usage of tools in advanced competitions.

2. Core Issue Identification

Identify what your symptoms are. Think about what problems they lead to. Then think what the
CORE problem behind these problems is. The following video will be helpful:
https://www.youtube.com/watch?v=pmoVQOvCVTs
Identifying the core problem is a bit technical and very important, so take help if required.

3. Objectives
After you have analyzed the current situation and identified your problems, you have to set out
your objectives (preferably as bullet points). Basically the objectives summarize what needs to be
done/ what is the plan forwards.
4. Segmenting & Targeting
Here, you would have to specify who you are targeting for your campaign. There are four major categories for
segmentation of the market. Choose the suitable/ applicable sub categories under the major categories to
define your target market. You DO NOT necessarily have to use every sub category here. Define only those
which you think would be applicable.

5. Positioning
This has nothing to do with locations. It refers to how you position your product/ brand in the MINDS of
the consumers.

6. Big Idea
There always have been a debate about what a big idea is. Some people think it's their most creative content,
some people think the most expensive one. But in reality, the big idea is something very different. If we
have to understand big idea, we have to go to the basics of IMC (Integrated Marketing Communication). A
term that most people hear in marketing courses, and tend to ignore it completely.
The basics of IMC is to use one message, one integrated message, into all the possible media vehicles. That
means your brand talks in one language, delivers one message in every sector. That specific message that
we use in the IMC, is actually a big idea. The idea that is reflected in the whole presentation afterwards.

7. Campaigns:
Different types of campaigns could be done. They are:

a) ATL: ATL stands for "Above the Line" which refers to broadcast media like T V, radio and print.
Examples: TV Ads (TVC), Radio Ads (RDC), Magazine Ads (can be extremely targeted as magazines have
particular set of customers), Newspaper Ads. In short, these are campaigns for mass audiences.
b) BTL: Below the line (BTL) advertising is more one to one, and involves the distribution of
pamphlets, handbills, stickers, promotions, brochures placed at point of sale, on the roads
through banners and placards. It could also involve product demos and samplings at busy places like
malls and market places or residential complexes. Other BTL activities could include
roadshows, or moving hoardings with the ad of the product, and vehicles with promotional staff interacting
with people demonstrating the product and distributing literature on the product.

c) Digital: Campaign which are run on online media. Examples: Facebook marketing (Boosted or
not boosted), Instagram Ads (Boosted or not boosted), YouTube Ads, Google AdSense, Online
newspaper Ads, sponsored YouTube videos, sponsored Facebook videos.

8. Execution Plan
This criteria is to see how specific you were regarding HOW you plan to execute your campaigns. Also
don’t forget to include your campaign timeline in this part, basically in which month are you going to
execute which marketing campaign.

9. Budget
Show detailed breakdown of the expenses that you think you would incur for your plans. It is advised to stick
to the budget for your marketing campaigns only for DPSBES. You don’t need extremely true figures. Just try
to assume and exhibit realistic figures and list them down. Calculate your total budget and show it clearly. It
is highly advised you do this part in Microsoft Excel and then copy/paste it to your slides.

10. Reach:
Estimate the total number of people you expect to REACH through your plans. It is highly advised you do
this part in Microsoft Excel and then copy/paste it to your slides.

11. Cost per contact and ROI

Here, everything you need to do are given in points. Follow these steps carefully:
a. Estimate and calculate the forecasted total sales after your marketing starts. (For 1
year) Formula: (Reach * Purchasing Population’s Percentage * Purchase Per
Consumer) Example:
- You assume that you will reach 20, 00,000 people with your marketing. – This is the Reach.
- You assume that 1% of this population will make a purchase. That is, 20,000 people (20, 00,000*1%) - This
is the Purchasing Population’s Percentage.
- You assume that each of these customers will spend BDT 500. – This is Purchase per consumer
- There, the calculation: (20, 00,000 * 0.01 * 500) = BDT 10, 000,000 (1 Crore)
You now have your forecasted sales for 1 year.

b. Figure out the Return on marketing investment (More known as ROI / ROMI)
Suppose your budget was BDT 90,00,000
Formula: (Forecasted Total Sales / Total budget) = ROI
Example: ROI = 10,000,000 / 90,00,000 = 1.11
This part is complicated. Please take help in this, if required. And it is advised to do all calculations in
Microsoft Excel.

12. Monitoring and Evaluation

Show how you plan to keep track if the new campaign is bringing any return on investment or not. Here you
need to show how you will evaluate and monitor the growth of your company after running the campaign. Try
to include factors like KPI (Key Performance Indicator). A Key Performance Indicator (KPI) is a
measurable value that demonstrates how effectively a company is achieving key business objectives.
Organizations use KPIs to evaluate their success at reaching targets. Google ‘examples of KPI’ for further
information.

13. Challenges and Feasibility

Every campaign comes with a challenge. You might face some limitation such a limited resource, limited
market information etc. Mention them specifically. Show which probable challenges you might face and
how your plan actually cancels out those challenges (this is feasibility).

14. Contingency
In case your main idea fails, you need to have a back plan which will work in the short term to gain profit
for the company.