We have taken efforts in this project.

However, it would not have been possible without the kind support and help of Sir Haroon I am highly thank to over resources person for his guidance and constant supervision as well as for providing necessary information regarding the project & also for their support in completing the project. I would like to express my appreciation towards my parents & member of my group for their kind co-operation and encouragement which help me in completion of this project. I would like to express my special gratitude and thanks to industry persons for giving me such attention and time. My thanks and appreciations also go to my colleague in developing the project and people who have willingly helped me out with their abilities.

Introduction
In 1958 someone in Kansas inspired by an Italian dish thought of opening up a salon in his own country. The idea was destined to create waves and headlines in the years to come. Realizing the potential in their family friends concept, the two brothers Dan and Frank Carney decided to go for it. Borrowing $ 600 from their mother, they purchased some second hand equipment, rented a small building in Wichita, Kansas and opened up the first restaurant and later made it big. Within the span of a few decades, their Pizza Hut restaurant network engulfed the globe.

Pizza Hut a division of Tricon Global Restaurants, Inc. has more than 7,200 units in the U.S. and 3,000 units in more than 86 other countries. Tricon is the parent company of two other segment leaders. When combined with Pizza Hut these organizations make up the world's largest restaurant group with almost twice as many units as McDonald's. When it comes to leadership the proactive approach to product development and marketing provides sample evidence of their abilities. Beginning with the original thin crust pizza first served in 1958, Pizza Hut has made continuing efforts to refine their products and to develop new products suited to every consumer taste.

Today the five major products Pan Pizza, Thin N Crispy pizza, Hand-Tossed style pizza, Stuffed Crust Pizza and The Big New Yorker Pizza are loved by millions around the world and have become the standard by which all others are judged. Pizza hut is working together to run great restaurants in order to be the best at making and serving the best pizza in America. That means they are willing and able to go to any lengths to make the customers experience with Pizza Hut an enjoyable one.

They have come a long way since that opening night back in 1958 when pizzas were given away to

generate interest in the fledging business. And through the strength of their creating value in the minds of their target consumers.

heritage, their culture and

their people, they look forward to even more success in the years ahead. They have achieved success by

Timeline
1958 Frank and Dan Carney open the first Pizza Hut in Wichita, Kansas 1972 1000 restaurants are open throughout the USA 1973 Pizza Hut went international 1977 PepsiCo bought Pizza Hut. 1982 JV between PepsiCo and Whitbread 1993 Pizza Hut in Pakistan 2002 Pepsi Moved aside for Drinks and Tricon Global Came into being 2005 Tricon Global became YUM! Brands Inc. 2007 WB sold their share of the JV to Yum! 2008 Bought Godfather's Pizza in Ireland with 28 stores

Pizza Hut in Pakistani

This was the case when Manzar Riaz the managing director of Pizza Hut left a promising career at Beech Aircraft to wait tables at Pizza Hut as part of the franchise requirement. Little did he realize then that he was sowing the seeds of an eating out revolution in Pakistan Pizza Hut proved to be a big success in the country. It was the first global heavyweight in the food business to venture into the countrys virgin market. It was also the first one to face tough competition from other global franchises and thrive and the reason for this success is what makes nay great thing stand out 0quality. Everyone here at Pizza Hut believes in going an extra mile in order to maintain that edge. Fully familiar with this fact the customers young and old alike have thronged the restaurants be it any city.

Company Mission

Be the best at making and serving the best pizza in every neighborhood. Customers say, "I love it" at home and at the hut. Pizza Huts Passion: To be the best hospitality business, anywhere in the world, The best branded restaurants, The best delivery business, The best franchise network, The best food, service assets and value, The best for families

Core Competencies
Basically, core competency means how many advantages the firm has over his competitors. Pizza hut has certain core competencies over his competitors.

Quality Taste Family environment Style Over hot

Marketing Objective
Objective is needed in every area where performance and results directly and vital affect the survival and prosperity of the business. Bata being a performance and resultoriented company have also certain marketing objectives: To go beyond customer satisfaction to customer delight. To increase profit and sales. To increase market share. To fulfill their consumers demands efficiently.

Competition
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It is between an industry which is a group of firms that offer a product or class of products that are close substitutes of each other. Competitors struggle to maximize profits. Each competitor follows some mix of objectives, current profitability, market share growth, cash flow, technological leadership and services leadership. Knowing how the competitor weighs each objective will help the company anticipate its reactions. Competitors are companies that satisfy the same customer need. For e.g. a customer coming to Pizza Hut would want a Pizza but with additional benefits like cleanliness, ambiance and service so therefore for that Pizza Hut has a program by the name of CHAMPS which stands for: C for Cleanliness H for Hospitality A for Accuracy M for Maintenance

P for product S for service Pizza Hut exceeds its customers expectations by offering these programs for customer retention. CHAMPS mechanism has been incorporated through an independent agency. Each member of their staff will be trained to understand the CHAMPS concept and assist in its implementation in their operations.

Competitor's Analysis
Pizza Hut needs to gather information on its each competitors strength and weaknesses. Pizza Hut does not have a major competitor as such but the Quick Serving

Restaurants related franchises come in its competitors. Which are KFC, Berger King and McDonalds Though KFC is a part of TRICON but it still considered being Pizza Huts competitor. Since KFC and McDonalds dont offer Dine Inn service but are self service based thats why they are not considered as major competitors.

Market Segmentation
Market segmentation means segmenting the market in different groups according to their tastes, preferences, income, gender, age and many others .Pizza hut has segmented its market for the customers who have the same market mix. The target market for pizza hut in Pakistan is mostly the upper-upper class and upper-middle class families. These families consist of adults, children, and teen agers. So we can say that pizza hut is a family restaurant. All these families are similar with respect to the factors that affect demand. They like to have pizzas, salad, pastas, drinks and deserts and a lot more under one roof. Pizza Hut do its market segmented: Pizza hut identified the current and potential wants that exist within a market. What segment the customers fall into must be measurable e.g. the ages of those who eat pizzas. The segment should be accessible through media. The market for Pizza Hut is easily accessible through electronic and print media and each segment should be large enough to be profitable.

Target Market
In Pakistan the main target segments of Pizza Hut are: High upper Class High middle Class In all we can say that Homogenous group of people 6

 The target market Families including: Adults Teenagers Youngsters (children) Segmentation and Targeting Variables for Pizza Hut GEOGRAPHICS COUNTRY DENSITY CLIMATE DEMOGRAPHICS AGE GENDER FAMILY SIZE FAMILY LIFE INCOME OCCUPATION PSYIOGRAPHICS SOCIAL CLASS LIFE STYLE PERSONALITY BEHAVIORAL OCCASIONS BENEFITS USER STATUS LOYALTY STATUS READINESS STAGE ATTITUDE Accounting to Country Sindh Punjab Urban Suburban Spring Summer Under 15 Male 1-2 Young Single Under 5,000 Professional Lower Class Conservative Compulsive Regular Quality Non-User None Unaware Enthusiastic 16-30 Female 3-4 Young Married 5,000-14,000 Crafts People Middle Class Social Gregarious Special Convenience Potential User Medium Aware Positive Baluchistan Rural Autumn 31-45 5-6 Married with N.W.F.P Winter 46-60 6+ Married with no

children 15,000-24,000 Students Upper middle Lively Authoritarian Service First Time Strong Informed Indifferent

children 25,000 Homemaker Upper Class Food Lovers Ambitious Speed Regular User Absolute Interested Negative

Pizza Hut Strategies as Market Leader

Pizza Hut has the largest market share in the Pizza Food Market. Price Changes: 7

Pizza Hut has changed it prices after seven years and they have increased their prices just by 3.5% which has not even been noticed by the consumers with related target market.

New Product Introduction:

One of its new product innovations is the Chapli Kabab available in both chicken as well as beef. Then their new Masala Chicken pizza will be coming up soon they also introduced a new dessert in their menu that was a concept of a Cheese Cake. If u has a Pizza with cheese so you finish your meal by having a cheese cake in the end.

Distribution Coverage:
Pizza Hut is opening new outlets and has been the pioneers in coming up with their all time famous MOBILE UNIT. They add value to the customer and business in order to maintain the same value of sales and increase sales as well.

Pizza hut Positioning

Pizza hut have made many ways to position their products Like Advertisements in which they have differentiate their pizzas in quality Uniqueness & Taste. Varieties (As we have seen in previous ads) Worldwide and in Pakistan, Pizza Hut has come to become synonymous with the Best pizzas under one Roof

Motivation

It

is the driving force with in individual that impels them to action. Model of the Motivation Process

Now if we look at the above model, we can see that , in case of pizza hut the role of personality perception learning at attitude will be very great because need of hunger might have many other substitutes, it will take a lot of work of work at marketers side to make it Pizza Hutt as the need of pizza hut will be Acquired Need as we move further I process of decion making ,the decision for pizza hutt will be Emotional because of brand perception and recognition, and other emotional approach related to pizza Hutt , Lets talk now how pizza hut can cause arousal for consumers, we know that Physiological arousal Emotional arousal Cognitive arousal Environmental arousal Physiological arousal for example at a specific moment a drop of blood sugar or stomach contractions will trigger the awareness of hunger ,than the person will look for something to eat , Emotional arousal plays the part like the excitement factor of pizza hut, dining in their will be fun brand association other frills attracted to pizza hut ,Cognitive learning will be caused by advertisement and its effect, will make consumer learn to got Pizza hut, Environmental arousal can be societal effect also as the people 9

around there often go to pizza hut or have such a life style it can make person visit pizza hut

Maslows Hierarchy of Needs

We all are well aware of Maslows need of hierarchy, in our case pizza hut will belong to physiological and social need both and the driving force toward pizza hut is positive

Factors which can de-motivate Consumer It is bit expensive Other cheap, near available brands Distance from your current place Not a Pakistani brand

Brand Personality
The inner psychological characteristics that both determine and reflect how a person responds to his or her environment, and Brand personality is the image in the mind of customers

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Consumer Personality Above are the types of customers now lets see the link between consumers and different personalities all of the personality here are pizza hut customers, only people with dogmatism will be issue for use, they might not be open to western food but the way pizza hut has done localization in the past years , it has proved that it can win all kind of consumers Now see what kind of adds pizza hut is giving out in market which helps a lot in making of a brand personality, there are two types of print adds visualizer and verbalizers

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Lets look at above adds they are more of visulizers, giving the delight away , but also have enough verbal data to deucate customers about their promotions and deals they are offering, with these adds and perosnality lets see what final personality pizza hut comes up with

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A Brand Personality Framework

If we look up these characters pizza hut fits in excitement, because its adds speak for itself, it fun , its Colour scheme is giving away the message of celebration , it is innovative and ,it also carries a class in itself so it falls a bit in sophistication as well, as people also go there on occasion , and to celebrate birthdays

Learning:
On Pizza Hut when a consumer visits it he got something that Pizza is tasty for them which they have not taste before. They can get this recipe or taste just from Pizza Hut. That behavior is a cue which forces a customer to come back again. This is called their response in this response they learn that they have gotten the thing which they have not gotten from anywhere else. In these type of response customer learn a lot that they are on the right track which moving them to the right place. In a sense when consumer goes to Pizza Hut first time and he is expecting that he will get this type of service with this service he will be satisfy. But, when he goes and gets some types of those services which provide him delighted this effect really enforces them to visit again this restaurant. And people thing that they have associated with it and in this sense they increase rate of repetition. In this term they just come again and again.

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Pizza Hut is doing family branding which is increasing its good will which is good for it. And it is also increasing their market share. In Family Branding Pizza Hut is providing difference products under its corporate name. This type of advertising or act is sometimes very fruitful for company to capture customers. There is another step for companies which increases its market and that is to license its company. This step also provokes customers to come and stay on that restaurant. If we talk about the reinforcement of behavior then we reach a point or realize that Pizza Hut is creating a Positive reinforcement of behavior in customer mind. This type of behavior rewards customers that going to Pizza Hut is providing them good health and all ingredients which are necessary for their body. If we apply the instrumental conditioning on the customers of Pizza Hut then we came to now that products of Pizza Hut are rewarding full satisfaction to its customers. And this satisfaction is hitting the reinforcement schedule of customers to visit again this restaurant which is shaping their positive behavior toward the customers that Pizza is fully satisfactory thats why they should go there to get some fun and delight. Then we talk about the observational behaviors of customers who want to go Pizza Hut but do not visit it because some of them has created rumor that Pizza Hut is not good place because it is very much expense though it is not expensive as they think. They just have built their behavior and they do not want personally visit experience at Pizza Hut.

Consumer Attitude:
A learned predisposition to behave in consistently favorable or unfavorable manners with respect to a given object .In this part of Consumer behavior we just look at the respond of a consumer how they behave against the product or the experience of the some particular product. In this section we first look at the Tricomponent model as given below.

The Tricomponent model

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Cognitive Component
The knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources (Beliefs). In this step of consumer attitude, marketers look at the awareness and towards the products which they are offering to the consumers. In this step marketers just check that how much awareness consumers have. In this object marketers identify the need and wants of the consumers and what type of beliefs consumers have towards the products. And Pizza hut spreading the high level of awareness for their customers and also launching some promotions for their customers.

Affective Component
A consumers emotions or feelings about a particular product or brand (Favorable vs. Unfavorable) In this part of the tricomponent marketers analyze that what reaction they got from their customers when he launched a campaign or a promotion. Though customers have positive respond or negative towards their campaigns. And we we talk about the Pizza Hut which is a famous brand in market for its customers. Pizza Hut has been doing advertising for their customers to get good respond from the side of their customers. And Pizza Hut always got positive respond from the customers.

Conative Component
The likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object (Intentions to buy) In conative component customers of Pizza Hut always rush towards the Pizza Hut when it brings new product or provide a promotion. Customers always rush towards the Pizza Hut.

Multiattribute Attitude Models

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The attitude-toward-object model

Attitude is function of evaluation of product-specific beliefs and evaluations (Buying Rolex) Pizza Hut is trying to provoke the attitude of its customers towards the product line. In advertising of Pizza Hut is usually use the appeal which is able to capture the customers. After watching this advertising customers feel enthusiastic to run towards Pizza Hut to taste the new product or recipe which launched recently.

The attitude-toward-behavior model

Is the attitude toward behaving or acting with respect to an object, rather than the attitude toward the object itself (Why Rolex?) In this section advertising of an organization develop the attitude of a consumers toward the products of an organization. Pizza Hut is also providing these type of advertisements which are encouraging consumers to come and check the new products of Pizza Hut.

Theory-of-reasoned-action model
A comprehensive, integrative model of attitudes (includes cognitive, affective & conative) In this part Pizza Hut is providing large product line in which Pizza Hut tries to capture market share and attract the customers. That is a positive step for Pizza Hut that it is providing large menu which attract the customers. Theory of Reasoned Action: A comprehensive theory of the interrelationship among attitudes, intentions, and behavior. In this part of Consumer Behavior Pizza Hut is using its advertisements in which customers feel association with the Pizza Hut and they feel that this restaurant is just for them and this has become their need. In this relation people feel that they are showing attitude that this is just for them and it has become their status symbol. And this is their intention that every new advertisement of Pizza Hut should target them. And in this advertisements Pizza Hut should introduce new products for them. Theory of Trying to Consume:

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Pizza hut Is famous player in market and one of the leading players of market. There is very tuff competition in market which encourages Pizza Hut that it should capture the remaining part of market of those customers which are going any other restaurants or any other pizza shop but they want to come visit Pizza Hut but cannot come because they think that Pizza Hut is very expensive. In this scenario Pizza Hut provides or run different promotions for them in different seasons in this scenario they are successful to capture market share. Strategies of Attitude Change Pizza Hut is charming player in market and very successful in market because it composes strategies time by time to change the consumer attitude. Because they know that they are very successful, Pizza hut usually associate itself with its consumers. Pizza Hut also tries to change the believes of consumers that it is for them they shouldnt feel embrace they just need to enter the Pizza Hut restaurant and they will see that Pizza Hut is very friendly. Pizza Hut usually runs Promotions that attract the customers who think economically.

Perception
We can say that it is a process by which an individual selects, organize and interprets stimuli in to a meaningful and coherent picture of the world. Sensation: as we know we have 5 senses and interaction with causes a reaction named as sensation, and the lowest level an individual can experience is called threshold of sensation. What methods pizza hut is using to cause sensation

Print adds Billboards TVs Broachers Specials campaigns

The advertisement is done through selective medium, like choosing few tv channels where they would advertise 17

Some examples are:

A story board of pizza hut tvc

These are the different ads that pizza hut is using, which all are having the element of joy, they both are Visual adds having the factor of written element as well, education consumers about the new deals and benefits related to respective offer. Lets see how now consumer will interoperates the above ads in the above print add the background is of celebration, with red fine sheet giving away they message of class and main figure is mostly pizza and , sometimes price with it as in the above Ramadan,

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and the closure is mostly, how this tasty looking pizza will taste , will be of same great taste.

Pizza Hut's Current Communication

Sales promotion One of Pizza Hut more recent sales promotions is its "Happy Hour" menu. The Happy Hour menu provides consumers the choice not only pizza, but also pasta, salad and plus garlic bread and a drink. Pizza Hut promoted this menu at a 500 fixed price. The purpose of this campaign is to hopefully increase visits by customers to Pizza. Sponsorship Pizza Hut possesses a wide sponsorship in different and variety areas from past until now. For instance the notable sponsorship of Pizza Hut is as a part of PepsiCo. Pizza Hut is proud to sponsor National Family Week. This is the biggest official celebration of families and Pizza Hut is a gold sponsor of such an exciting new initiative backed by the largest coalition of family in the UK. Pizza Hut and has helped communicate the image of Pizza Hut toits target audience. E-marketing The internet communication of Pizza Hut plays an important role for customers. Pizza Hut also has used social networking sites such as Facebook and Twitter to create E-marketing. Facebook users can join a Pizza Hut group and receive information of any promotions. This new form of marketing is Pizza Hut adapting to new technology and understanding there are profitable options for marketing this way. The target audience that uses social networking sites most profoundly Generation X and this creates a parallel to a large proportion of Pizza Huts target audience.

Branding

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In 2002 Pizza Hut was well known in Pakistan and also created new outlets. The brand's name of Pizza Hut was a great example to other coming player In market and Pizza Hut developed its market of Pizza By its self and now is one of the main Branding in Pakistan. To introduce a healthy alternative within the pizza market in Pakistani market A motivational conflict arises for many people when thinking of going to Pizza Internet Advertising The internet is described by many as a one of the most important inventions of the century. It has been a part of a major revolution in technological development worldwide with the advertisement on web like add at difference sides Olx.com, movie.com and other let their traffic see the advertisement and capture the audience by giving new tasted pizza and packages.

Culture
Pizza Hut culture reflects our values the essence of what we believe in as a people and as a system. One of the most important values within the Pizza Hut culture is honesty. People are committed to providing uncompromising product quality to offering consumers the highest quality for their money and to providing service that is personal and concerned. In fact our people strive each day to provide what we call "customer craze," the kind of service that will make customers tell stories to their family and friends about their experience with Pizza Hut. In RAMAZA Pizza Hut Launched different Packages of Pizza with discounted rates as for the religious perspective to target the market. Our commitment to integrity also extends to the role we play nationally and locally in the many communities we serve. On a national level, we've created the EID Day, Independent Day Etc. As a meter the Pizza Development According to taste and people in area as Pizza Hut lunched Chicken Tikka Pizza First time in Pakistan on request of Karachi target market. As for India Pizza Hut have launched rice, bead, vegetable Pizza to capture is target market pizza Hut always launched the menu according to the culture and envirment of that area where its been operative. As if we talk about family and friends then Pizza Hut is giving both envirment separately as they have different siting for both family and friends.

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Pizza hut Positioning

Pizza hut have made many ways to position their products Like Advertisements in which they have differentiate their pizzas in quality Uniqueness & Taste. Varieties (As we have seen in previous ads) Worldwide and in Pakistan, Pizza Hut has come to become synonymous with the Best pizzas under one Roof Few Suggestions Pizza Hut should focus on more advertisements. Membership or discounts cards for the loyal customers. Should sponsor more concert and games in Pakistan Should make stalls in universities and colleges Should make online ordering system

Conclusion
The above study of the Pizza hut, and going through its, its introduction, mission vision, segmentation, and other factors we can say that pizza hut is well established brand in mind of customer, we say that it possess the right kind of knowledge of its selection of right kind of localization and blending of pizza with locals dishes have given it competitive advantage over times, it has fully used its international experience to win the hearts of consumers.

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