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Copy of Marketing Pizza Hut 2

Copy of Marketing Pizza Hut 2

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Published by: mazfinzz on Jul 16, 2009
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University Of Management and Technology
Marketing Management
Topic
Market Segmentation and Target Market Of Pizza Hut Pakistan
NameKhawaja Naveed HaiderSerial No28ID No073605-085SectionBDateWednesday, April 01, 2009
University Of Management and Technology, Lahore
 
About Pizza Hut:
Pizza Hut is the company owned by Yum! Brands in 1997 byWichita and Kansas. The headquarter is located at Texas USA.The company is engaged in restaurant industry producing widerange of pizzas, pastas etc…
History:
 
By 1972, with 314 stores nationwide, Pizza Hut went public onthe New York Stock Exchange under the stock ticker symbol PIZ.In 1977, Pizza Hut was acquired by PepsiCo, who later alsobought KFC and Taco Bell. In 1997, the three restaurant chainswere spun off into Tricon, and in 2002 joined with Long JohnSilver's and A&W Restaurants to become YUM! Brands. Pizza Huthas opened Pizza Hut Express which specializes in small 6"pizzas. The oldest continuously operating Pizza Hut in the worldis in Manhattan, Kansas, in a shopping and tavern district knownas Aggie Ville.
(Copied from http://en.wikipedia.org/wiki/Pizza_hut)
Executive Summary:
Pizza Hut has built the strong reputation of its brand throw givingthe quality products and earned the respect from its customers.Its innovation and quality with commitment took higher andhigher during past few years. But still the company is planning togo and capture more market share.
 
The employees and themanagement know what they have to attained through thetargets which have been put to them and the plans they haveassumed help them recognize the way they will accomplish theobjectives. Similarly, Pizza Hut has diverse targets set to themand they have adopted different strategies to successfullyachieve the targets set.
University Of Management and Technology, Lahore
 
Market Segmentation:
Market segmentation of Pizza Hut is quite simple and easy tounderstand. I’d like to discuss the market segmentation of pizzahut in headings of variables of it.
Geographic:
Geographic segmentation of Pizza Hut is worldwide. Now PizzaHut is serving more than 80 countries including Pakistan, UK,USA, Algeria, India, Russia, Cyprus, China, and Bangladesh etc…But we’ll talk about the Pizza Hut Pakistan. Pizza Hut Pakistan’sgeographic segmentation is the developed cities. Pizza Hut isavailable in Lahore, Karachi, Islamabad, Faisalabad, Hyderabad,Multan, Peshawar, Sialkot, and Rawalpindi. We can observe thatpizza hut is available on all provincial capitals of Pakistan.
Demographic:
Pizza Hut’s general market segment is younger generation. Butthey go wide in this thing. They segment high incomes andbusiness class families which can spend money on the best pizzasin the market. Pizza Hut’s global slogan is also describing itsmarket segmentation that is “
Now it’s time to eat more
”. But inPakistan, the slogan is “
Share the good times
”. Main age group is12-30 years. Pizza Hut Pakistan offers Halal foods to all itscustomers.
Psychographic:
Pizza Huts psychographic segmentation includes people withhaving good attitude about food sense especially pizza group andthey want to have a good time with their friends and family asdescribed in Pizza Hut Pakistan slogan. It serves all types of personalities as they don’t have any product for specificpersonality.
Behavioral:
Pizza Hut’s behavioral segment is the class where people love tospend money on eating. That’s why in Pakistan, Pizza Hut M.MAlam Road Lahore is the second largest outlet of the pizza hutoutlets generating more than $150,000 a month.
University Of Management and Technology, Lahore

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