Pizza Hut, who has had problems of late, took an opportunity to differentiate into a completely new segment to improve their brand image. Selling a perfume from a fast-food perspective relates to IMC because it shows they are pushing all types of marketing communications, as they want their customers to experience a human face with the brand. I think this opportunity will turn into the decline stage before it meets maturity, and that their overall brand will not improve because of this perfume.
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