PERSONALITY DEVELOPMENT AND COMMUNICATION SKILLS

A MINOR PROJECT REPORT ON

“CUSTOMER SATISFACTION”

UNDER THE GUIDANCE OF: Mr. JATIN VAID

SUBMITTED BY: SAHIL DHODI 03314701710

MAHARAJA AGRASEN INSTITUTE OF MANAGEMENT STUDIES (AFFILIATED TO G.G.S.INDRAPRASTHA UNIVERSITY, DELHI) PSP AREA, MAHARAJA AGRASEN CHOWK, SECTOR-22, ROHINI, DELHI-110085 TELEPHONE NO.:011-27881598, 011-66554433 E-MAIL:maharajaagraseninstituteofmanagementstudies@gmail.com

STUDENT’S UNDERTAKING

This is to certify that I have completed the project titled ―A STUDY OF CUSTOMER SATISFACTION TOWARDS PRODUCTS OF PIZZA HUT INC.‖ under the guidance of Mr. Jatin Vaid in partial fulfillment of the requirement for the reward of degree of Bachelor of Business Administration of Maharaja Agrasen Institute of Management Studies, Delhi. This is the original piece of record and I have not submitted it earlier anywhere.

SAHIL DHODI Enrollment No. 03314701710 BBA (G) Semester III, morning, section ―A‖

CERTIFICATE

This is to certify that SAHIL DHODI pursuing BBA from Maharaja Agrasen Institute Of Management Studies has completed this file under my supervision and guidance. He has taken care of all necessary aspect and shown interest and utmost sincerity during the completion of project file of ―PDCS‖ to my full satisfaction.

I certify that the file is up to my expectation and as per the guidelines laid down by Guru Gobind Singh Indraprastha University.

GUIDED BY:

MR. JATIN VAID (MAIMS LECTURER)

K.) 03314701710 . Kakkar. This project is to be submitted as a part of practical examination including in BBA curriculum of Guru Gobind Singh Indraprastha University. Jatin Vaid. I would also like to thank most respectable Dr.ACKNOWLEDGMENT I would like to covey my thanks to Mr. Thanking You. SAHIL DHODI BBA (G) – 3rd SEMESTER (MOR. respectable Director Sir. It is only due to their efforts that my project could be completed successfully. for his help and guidance in completion of my PDCS project file. N. my project guide. Without their motivation and guidance this project might not be possible.

viii List if Abbreviations. if any…………………………………………………ix Page no..Table of CONTENTS Student declaration……………………………………………………….i Certificate from Guide…………………………………………………….iv Chapter Scheme……………………………………………………………v List of Tables………………………………………………………………..vi List of Graphs………………………………………………………………vii List of Charts………………………………………………………………. .ii Acknowledgement…………………………………………………………iii Executive Summary……………………………………………………….

3.. CHAPTER -5 Conclusion and Limitation……….……………………………………………………. Bibliography Annexures . 1.3. 1.……………………………………………………. 1..…………………………………………………….3..CHAPTER INTRODUCTION 1.3 Limitation …………………………………………. 1.2 Data Collection ………………….2 Research Objectives of the study………………………………….1 Purpose of the study………………………………………………. CHAPTER -4 Suggestions…………………………. CHAPTER -2 About the Organization / Company Profile…………………………………………… CHAPTER -3 Findings and Analysis………………………………. 1.1 Research Design……………………………….3 Research Methodology of the study……………………………….

e. EXECUTIVE SUMMARY Pizza Hut is the largest Pizza Restaurant Company in the world. Celebration Online and many other promotional schemes. out of 1086 countries. one of them is India and Pizza Hut has its outlets in 40 cities. To support the success of Pizza Hut and to identify its strengths and weaknesses SWOT Analysis has been done. In India there are not much outlets. The 4 P‘s of marketing i. PRICE. Domino‘s. To wind up the project the findings and results are based on the questionnaire is analyzed and hence conclusions and suggestions are given. PRODUCT. Pizza Corner and Pizza Express. It has 12000 outlets in 90 countries employing more than 3 lakh people. Followed by the overview is the history of the Pizza Hut as in how it started and where all it is at present and what has been its progress till now. The legacy of Pizza Hut began in 1958. to follow this guideline it is important to have a plethora of information about the competitors‘ strategy which has also been substantiated in this report. This report on Pizza Hut basically spins around how direct marketing is done by Pizza Hut.Miscellaneous Evaluation / Attendance Sheet Schedule for Project Completion. PLACE and PROMOTION. ―Survival of the Fittest‖ has always been the punch line for all the competitors. This report gives an overview of the pizza industry including its competitors i. .e. The strategies and the ways by which Pizza Hut goes about its Direct Marketing is the cream of this project which includes strategies such as National Pizza Month.

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 To study the working and functioning of PIZZA HUT in India and the world. to substantiate its efforts to strengthen its Direct Marketing.  To study about PIZZA HUT as a brand in India.  To study PIZZA HUT‘s and its competitor‘s strategies.  To know about the long and successful journey of PIZZA HUT.OBJECTIVES OF THE STUDY  To study how direct marketing is done by PIZZA HUT. .  To study the taste and preferences of consumers of PIZZA HUT.

. The major emphasis is on the discovery of ideas. Fundamental to the success of any research project is sound research design. It is the framework or plan for a study that guides the collection and analysis of the data. The research design used for this project is explanatory in nature.The research process is carried out according to a designated series of steps. The explanatory study is also used to increase the analyst familiarity with the problem under investigation. which are required to be taken in a chronological order.

This report has been prepared after an in-depth study of the Company‘s main areas. iv. The subject matter has been arranged in a Systematic manner.SCOPE OF THE STUDY i. . iii. Every effort has been taken by to make the Project report complete in itself. ii. This report has been divided into sections and sub-sections for a better understanding. providing all the details and explanations needed.

DATA COLLECTION  PRIMARY SOURCE:  RETAILERS  CONSUMERS  DISTRIBUTORS  SECONDARY SOURCE:  WEBSITES  MAGAZINES AND NEWSPAPERS RESEARCH TACTICS  QUESTIONNARE  PERSONAL DISCUSSION AND INTERVIEW STATISTICAL AND PRESENTATIONS TOOLS USED  PIE DIAGRAMS  BAR GRAPHS .

U. BEST CUSTOMER PRODUCTS ITALIAN-AMERICAN CUISINE PIZZA. PRESIDENT TOM CORBETT.PROFILE OF THE COMPANY TYPE INDUSTRY FOUNDED FOUNDER(S) HEAD QUARTERS KEY PEOPLE WHOLLY OWNED SUBSIDARY RESTAURANTS WICHITA. DAVID C NOVAK.TEXAS.COM . PASTA. KANSAS (1958) DAN AND FRANK CARNEY PLANO.000+ PEPSICO (1997-1997) YUM! BRANDS (1997-PRESENT) EMPLOYEES PARENTS WEBSITE PIZZAHUT. CHAIRMAN SCOTT BERGREN.S. DESERTS 30.

International and China Division. Meat Lover's®. and more than 5.000 locations in more than 120 countries and territories and more than one million associates. Outside the United States in 2008. Tuscany Pastas.000 Pizza Hut restaurants in the United States. the world's largest restaurant company. Hence. the same arrangement will be followed in the future to ensure growth-oriented results The data written below represent what Pizza Hut is all about and gives a brief Profile of the company: Their main quote: ―Customers are the reason that we are here” . Pizza Hut has continued to wow audiences with pizza selections including the signature Pan Pizza. Buffalo wings. Veggie Lover's®. For more than 50 years.S. Thin 'N Crispy®.. all new functioning outlets in India are franchisee owned. and garlic bread. The Yum! System includes three operating segments: U. there are more than 6. the Yum! System opened more than four new restaurants each day of the year.. Inc. Pizza Hut's parent company. Inc. breadsticks. Further. Yum!. Wing Street® wings and more. Pizza Hut is a subsidiary of Yum! Brands. According to its corporate website.) is an American restaurant chain and international franchise that offers different styles of pizza along with side dishes including pasta.Pizza Hut (corporately known as Pizza Hut.600 store locations in 94 other countries and territories around the world. making it the largest retail developer in the world. is the world's largest restaurant company in terms of the number of restaurants with more than 37.

the original family-style dine-in locations. Pizza Hut is split into several different restaurant formats. Vintage "Red Roof" locations can be found throughout the United States. PIZZA HUT IS ALL ABOUT: It‘s all about you and your customers i. customer creation and customer retention through customer satisfaction.e. team spirit in order to attain good results. it‘s all about team spirit. which requires a herd of about 170. . Pizza Hut purchases more than 3 percent of all cheese production in the United States.  No customers No pizzas That‘s the secret ingredient Their 5 secret principles: 1) 2) 3) 4) 5) Employees are our secret ingredients. Say ―yes‖ to your customers. FACT-O-FACTIA: Pizza hut are the world's largest user of cheese. Show your ―care‖. Satisfied. over the course of a summer it is estimated that Pizza hut uses 100 million pounds of cheese. Even so. and quite a few exist in the UK and Australia. capable teams create satisfied customers.000 pounds of pepperoni and 525. They also use 700. Pizza Hut has been known for its ambiance as much as pizza.000. store front delivery and carry-out locations. Satisfied customers create profit and growth.000. TRADEMARK: Traditionally.000pound of tomatoes in one year. Pizza Hut uses more than 300million pounds of cheese annually. many such locations offer delivery/carryout service. Many full-size Pizza Hut locations offer Lunch buffet. delivery. and dine-in options. and hybrid locations that offer carry-out.000 dairy cows to produce it.

TELEPHONE CALLS: .

we may be denying customer access to us and he may call the competition instead. “WE SUCCEED BECAUSE WE KNOW HOW TO WORK TOGETHER’ CUSTOMER FOCUS: They listen and respond to the voice of the customer. a kind of booster for them. THEIR TACTICS: ―Whenever anybody‘s thinks about Pizza Hut we want him/her to smile and say ―YUM‖!!! They also have a bell outside each store which is to be ringed by customers if they had a great time. RECOGNITION: They find reasons to celebrate the achievements of others and fun doing it. They hate bureaucracy and all the nonsense that comes with it. EXCELLENCE: They take pride in their work and have a passion for excellence. COACHING AND SUPPORT: They coach and support each other. encourage ideas from everyone and actively develop a workforce that is diverse in style and background.The employee are not allowed to make or receive personal telephone calls at work unless in an emergency. trust in positive intentions. they act like owners. BELIEF IN PEOPLE: They believe in people. ACCOUNTABILITY: They do what they say are accountable. . The restaurant has limited telephone lines. POSITIVE ENERGY: They execute with positive energy and intensity. by keeping the telephone occupied. It is a sort of good encouragement.

TEAM WORK: They practice team together and team apart.  Never argue with the customer. THEIR PASSION:  Smiling investors  Smiling employees  Smiling customers . as you want to be treated.  Treat the customer.  Thank the customer.  Never blame any other crew member. They call themselves:C = CLEANLINESS H = HOSPITALITY A = ACCURACY OF ORDERS M = MAINTAINANCE OF FACILITIES P = PRODUCT QUALITY S = SPEED OF SERVICE “HANDLING CUSTOMERS”  Solve problem before it actually becomes a complaint.

creating a universal look that customers easily recognized. on opening night. In the early 1960s Pizza Hut grew on the strength of aggressive marketing of the pizza restaurant idea. Pizza Hut was acquired by PepsiCo. When a friend suggested opening a pizza parlor. they agreed that the idea could prove successful. Kansas. with 314 stores nationwide. and by 1964 a unique standardized building appearance and layout was established for franchised and company-owned stores. In 1966. Renting a small building at 503 South Bluff in downtown Wichita and purchasing secondhand equipment to make pizzas. when the number of Pizza Hut franchisee units had grown to 145. and Robert Chisholm joined the company as treasurer.HISTORY OF PIZZA HUT Pizza Hut was founded in 1958 by brothers Dan and Frank Carney in their hometown of Wichita. In 1978. the three restaurant chains were spun off into Tricon. In 1962. Additional restaurants were opened. they gave pizza away to encourage community interest. The original Pizza Hut building was later relocated to the Wichita State University campus. the Carney brothers bought out the interest held by Bender. with the first franchise unit opening in 1959 in Topeka. and in 2001 joined with Long John Silver ‗sand A&W Restaurants to become Yum! Brands . the Carneys and Bender opened the first "Pizza Hut" restaurant. They chose the name "Pizza Hut" since the sign they purchased only had enough space for nine characters and spaces. The franchise network continued to grow through friends and business associates. Pizza Hut went public on the New York Stock Exchange under the stock ticker symbol NYSE: PIZ. and they borrowed $600 from their mother to start a business with partner John Bender. By 1972. a home office was established to coordinate the businesses from Wichita. In 1997. who later also bought KFC and Taco Bell. Kansas.

the first Pizza Hut franchise was opened in Canada. Varied accounting systems used by the previous franchise owners had to be merged into one operating system. Then we figured out that we had to learn how to plan. formed with Sunflower Beef. that the pizza chain was worthy of purchase. The acquisitions. It aimed at acquiring 40 percent of the company's franchise operations. Carney would later remark that the process of introducing a management structure did much to convince PepsiCo. In the meantime. In 1970. "We about lost control of the operations. The strategy also called for adding new restaurants to the chain in emerging and growing markets. sales flattened and profits tumbled Turmoil brings new structure in early 1970s In early 1970 Frank Carney decided that the company practice of relying on statistics from its annual report to inform its business strategy was inadequate. The corporate strategy's first priority was increasing sales and profits for the chain. in Nashville. Continuing to build a strong financial base for the company to provide adequate financing for growth was the second priority. the chain's 500th restaurant opened. This was followed by the establishment of the International Pizza Hut Franchise Holders Association (IPHFHA). arrived at after much consultation and boardroom debate. however. Tennessee. Pizza Hut became the world's largest pizza chain. and a joint venture. The same year. Germany. and adding them to the six outlets wholly owned by Pizza Hut. Inc. Inc. Sunflower Food Processors. Carney said in 1972." Pizza Hut's corporate strategy.000 in all. brought turmoil to the chain. Further acquisitions that year included an 80 percent stake in Ready Italy. That same year. The turning point occurred when Pizza Hut went public and began growing at an unprecedented pace. the menus for all restaurants added sandwiches to the staple "Thin 'n Crispy" pizza offering. In 1971. A year later the chain . and Sydney. a frozen crust maker. a process that took eight months to complete. Pizza Hut opened units in Munich. or 120 stores. emerged in 1972. and that a more developed. Australia. long-term business plan was necessary.Two years later.. according to sales and number of restaurants—then just more than 1.

Spending on local advertising increased from $942. Next Door. Inc. a food and supplies distributor. The new construction standard called for free-standing buildings built in a distinctive one-story brick design.000th restaurant was opened in Independence. It also established the 35 by 65 meter redroof Pizza Hut restaurant building as the regulation size for all its new establishments. Pizza Hut acquired Franchise Services. Missouri. .17 million in 1974. market. Three years later the chain had more than 100 restaurants outside the United States and two thousand units in its franchise network.. broadening the chain's public profile. for the first time. The company's 2. market.gained a listing on the New York Stock Exchange. Inc. and the Flaming Steer. Advertising played an increasingly influential role at Pizza Hut at this time. At the end of 1972. and J & G Food Company.S.S. Pizza Hut made its long-anticipated offer of 410. a restaurant supply company.000 shares of common stock to the public. Pizza Hut expanded further by opening outlets in Japan and Great Britain. In addition. Pizza Hut also achieved. The company also added a second distribution center in Peoria. Illinois. Campaigns were run on both a national and local level in the U. In 1973.. a one million dollar sales week in the U. The sites seated from 60 to 120 people.000 in 1972 to $3. The company expanded by purchasing three restaurant divisions: Taco Kid.

affordable pizza the ideal lunchtime meal. People continued to eat outside their homes. To raise its profile." offering customers a five-minute guarantee that their single-serving pizzas would arrive quickly and steaming hot. fierce competition in the 1980s brought new entrants into the quick-service pizza category. Sales that year reached $436 million. including Little Caesar's. The aim was to make a quick. Pizza Hut introduced "Pan Pizza" in 1980 throughout its network. The 1980s brought new competitors to Pizza Hut. The success of new additions to Pizza Hut's menu was facilitated by the marketing resources provided by PepsiCo. with a thicker crust made in deep pans. all challenging its number one position in the pizza restaurant trade. and Phoenixbased Village Inn and Straw Hat. Another addition to the chain's menu was "Hand-Tossed Traditional Pizza. and Pizza Express. especially as convenience and price-competitiveness in the fast food industry gained importance. . in 1983 Pizza Hut introduced "Personal Pan Pizza. then worth $15 billion in sales annually in the United States alone. For example. The product. becoming a division of the global soft drink and food conglomerate. and a new $10 million dollar headquarters office opened in Wichita.PepsiCo buys out company in 1977 In 1977 Pizza Hut merged with PepsiCo. While in the 1970s the company's main competitors had been regional chains like Dallas-based Pizza Inn. Denver-based Shakey's. Domino's Pizza International. soon became popular." which was introduced in 1988.

became a favorite at the Moscow Pizza Hut. put "McPizza" on its menu in several test markets and even offered home delivery to customers. Pizza Hut Delivery. Hong Kong. gave the parent company more than $21 billion in sales that year on its restaurant and fast food side. where it provided customers with fast food at affordable prices made possible by lower operating overheads. Since that time. sports arenas.Strong growth in late 1980s and early 1990s In 1984 Steven Reinemund was appointed president and chief executive officer of Pizza Hut. salmon. In 1986 Pizza Hut opened its 5. Drive-through units were added for customers' convenience. By the 1990s the delivery and carryout business had grown to account for approximately 25 percent of the company's total sales. . Other favorite toppings for pizzas in countries other than the United States included sauerkraut and onion. The Express unit originated in shopping malls.000th franchise unit. in Dallas. office buildings." a pie topped with sardines. added to those of PepsiCo subsidiaries Taco Bell and KFC (formerly Kentucky Fried Chicken). provided $1. and onion. The company saw nontraditional locations as the fastest-growing sector of its operations in the first half of the 1990s. and overall Pizza Hut sales. Competition in the United States was heightened in 1991 when McDonald's. the world's largest hamburger fast food chain. Company sales at the pizza chain were up ten percent worldwide to $5. Despite this effort and the economic recession of the early 1990s. and began its successful home delivery service. Finland. Russians' pizza of choice. "Moskva. In the early 1990s Pizza Hut was concerned with making itself more accessible. and spinach. Restaurants just behind in total volume served were found in France. ham. tuna. The Moscow location quickly established itself as Pizza Hut's highest volume unit in the world. mackerel. Pizza Hut continued to profit.3 billion in 1991 as growing health awareness and the popularity of vegetarian lifestyles had prompted many people to reconsider pizza as a nutritious alternative to greasy fast food fare. while Asians and Australians seemed to enjoy various curry pizzas. the home delivery operation.2 billion in sales alone. and onion. He oversaw a period of unprecedented growth for the pizza chain. and major airports. and Britain. and Pizza Hut Express units were being developed. In Hong Kong corned beef and Canadian bacon were favorites. Texas. In 1990 Pizza Hut opened its first restaurant in Moscow. Pizza Hut positioned Express units in school cafeterias.

PepsiCo's corporate sponsorship of Pizza Hut included funding the Book It! National Reading Incentive Program, which encouraged higher literacy rates among young people. The reward for better reading ability was free pizza at any Pizza Hut. In 1992, the Book It! program involved more than 17 million students in North America alone, and Pizza Hut received letters of endorsement that year from President George Bush and Secretary of Education Lamar Alexander. PepsiCo took advantage of global change following the end of the Cold War, expanding Pizza Hut into new and emerging markets. In 1991 PepsiCo had restaurant outlets in 80 countries worldwide. Wayne Calloway, chairman of PepsiCo, indicated he wished to see continued growth with the approach of the 21st century. He commented, "The major question for international restaurant growth is, 'How fast can we get there?' A steadily growing interest in eating away from home and the continued gravitation to convenience foods are creating an atmosphere of excitement for our restaurants." Pizza Hut restaurants had spread to 90 countries by 1997.

Declining profits in mid-1990s In 1994 several changes resulted in the company's first decline in operating profits in 15 years. The pizza market was no longer growing; fast food rivals cut prices; and investment in new outlets was draining corporate resources. PepsiCo's restaurant division saw sales in restaurants open at least one year fall six percent in 1994, contributing to a drop in profits of 21 percent (to $295 million). In an effort to change this disturbing direction, Roger A. Enrico moved from PepsiCo's beverage and snack food divisions to head the restaurant division in 1994. His first move was to heavily promote a new product: stuffed crust pizza, a pizza with a ring of mozzarella folded into the outer edge of the crust. The company used a massive advertising campaign to promote the new product, including television commercials that paired celebrities eating their pizzas crust first. Some indicators were promising: market share rose from 25.6 to 27 percent; 1995 sales increased 16 percent to $5.2 billion; and operating income rose to $414 million, up 40 percent from the year before. In 1996 Pizza Hut planned to introduce a major new product each year and two or three line extensions. The following year it followed through on this course, introducing Totally New Pizzas with 67 percent more toppings than previous pizzas and thicker sauce. The company allocated $50 million for the project, part of which was to be used to install new or improved ovens. In 1996 Pizza Hut accounted for 17 percent of PepsiCo's total sales and 13 percent of its operating profit. However, these gains could not offset the drain that capital investment placed on PepsiCo's other divisions. The parent company's return on assets was significantly greater in its beverage and snack food divisions than in its restaurant division. In the late 1990s, PepsiCo drew together its restaurant businesses, including Pizza Hut, Taco Bell, and KFC. All operations were now overseen by a single senior manager, and most back office operations, including payroll, data processing, and accounts payable, were combined. In January 1997 the company announced plans to spin off this restaurant division, creating an independent publicly traded company called Tricon Global Restaurants, Inc. The formal plan, approved by the PepsiCo board of directors in August 1997, stipulated that each PepsiCo shareholder would receive one share of Tricon stock for every ten shares of PepsiCo stock owned. The plan also required Tricon to pay a one-time distribution

of $4.5 billion at the time of the spinoff. If approved by the Securities and Exchange Commission, the spinoff would take place on October 6, 1997. Enrico, who had risen to the position of PepsiCo CEO, explained the move: "Our goal in taking these steps is to dramatically sharpen PepsiCo's focus. Our restaurant business has tremendous financial strength and a very bright future. However, given the distinctly different dynamics of restaurants and packaged goods, we believe all our businesses can better flourish with two separate and distinct managements and corporate structures."

Traditionally, Pizza Hut has been known for its ambiance as much as pizza. Vintage "Red Roof" locations can be found throughout the United States, and quite a few exist in the UK and Australia. Even so, many such locations offer delivery/carryout service. This building style was common in the late 1960s and early 1970s. The name "Red Roof" is somewhat anachronistic now, since many locations have brown roofs. Dozens of "Red Roofs" have closed or been rebuilt. Many "Red Roof" branches have beer if not a full bar, music from a jukebox, and sometimes an arcade. In the mid 1980s, the company moved into other successful formats including delivery/carryout and the fast food "Express" model. The oldest continuously operating Pizza Hut in the world is in Manhattan, Kansas, in a shopping and tavern district known as Aggieville near Kansas State University.

Pizza Hut tried to automate its entire order process via speech recognition as well as provide a solution to assist with capacity to handle spikes in order activities on busy evenings. 15 varieties of pizza and 17 toppings. National Call Centre Manager. During this time.Initial entry into “SPEECH RECOGNITION” Four years ago. most notably details relating to the delivery or pickup options and the residential/store address location.‖Initially. explains.000 per year. Pizza Hut implemented a speech recognition system from Salmat Ecommerce with the aim of reducing the amount of talk time per call. Drawing on its initial experiences and consumer feedback. the organization realized this was a good idea in principle but didn‘t work in reality.―Initially. As Andrew Norton. just shaving one second off the agent talk time translates to savings of around $30. We‘re always looking at driving efficiencies and in a low margin business where pizza prices can still start as low as $3. We initially saw speech recognition as enabling us to reduce the cost structure in our labor which represents the most significant single call centre cost. Pizza Hut was one of the first companies to move into speech recognition as part of a contact centre strategy aimed at providing improved customer service and a reduction in its staff cost structure. ―We are in a highly competitive industry and run a low cost contact centre operation. customers were hesitant in using speech recognition. we were offering customers a pizza menu with the choice of four or five bases. However. . when it went live. Indeed. After all.‖ says Norton. ―We were very fortunate in our relationship with Sal mat Ecommerce and continued to build a strong collaborative partnership with them in order pizza hut adds voice to recipe success ―Speech recognition has enabled us to drive down costs yet provide a more compelling customer experience ―to provide an enhanced customer experience. we weren‘t satisfied with the feedback we were receiving. In a business where key performance indicators are measured in the length of time required taking a call. Pizza Hut then set out to streamline the ordering process by only automating parts of the interaction that required simple customer input to the speech recognition application. customers viewed the order process using speech recognition as complicated and time consuming. While our research showed that they liked the technology.95 for an individual order.

The course to customer satisfaction Since going live with Sal mat Ecommerce‘s latest speech recognition software in 2006. Another benefit of speech recognition is that as it complements Pizza Hut‘s live customer operators. it increases the potential revenue from an individual order placement Specifically. Pizza Hut has been able to better manage hold times previously experienced by customers through handling many of the basic address transaction questions via the use of speech identification.‖ says Norton. the system has enabled Pizza Hut to offer customers bundled menu promotions which may operate in any particular month or coincide with special events. Norton‘s team received daily updates on abandon call rates. queue lengths and responses to specific meal marketing promotions.They were quick to respond to issues and to develop their business with us by providing flexible solutions to match our business requirements. In addition. speech recognition has resulted in: • Savings of up to 20 seconds in individual call times • Reduction in labor costs by up to 15% • Eliminating the need for an additional 40 contact centre agents and the corresponding amount of floor space .―We‘ve now streamlined the order process and included only a small number of possibilities for customer responses. In return. the customer is able to jump the queue and consequently feels a greater commitment to complete the order once they have resolved part of it through the speech recognition system‖ says Norton. Not only is this seen as a benefit to consumers in terms of added customer service.

Inc. Pizza Hut raises $342. Kansas.  1968 : International market entered with opening of Pizza Hut restaurant in Canada.  1969 : Red roof adopted for restaurants. . Inc. Super Supreme is introduced nationwide.  1972 : Pizza Hut. when two college-aged brothers from Wichita.PIZZA HUT STORY (YEAR WISE)  1958 : The legacy of Pizza Hut began. Frank and Dan Carney opens first Pizza Hut restaurant after borrowing $600 from their mother.  1979 : The Sicilian Pan Pizza is introduced. Units opened in Kuwait and Abu Dhabi. Inc. Pizza Hut opens its 3.000th unit in Arlington. stockholders overwhelmingly approve merger with PepsiCo. Texas.000 for Easter Seals from national promotion. for an undisclosed sum. listed on New York Stock Exchange under the symbol PIZ.  1959 : Pizza Hut is incorporated in Kansas and the first franchise unit opens in Topeka.  1977 : Pizza Hut. Kansas.

Pizza Hut serves one and a half million pounds pasta annually. Pizzerias account for 9. as a new concept. The national average is 85 days.  1988 : Hand-Tossed Traditional Pizza is introduced. Fastest construction of a Pizza Hut restaurant takes place in Wichita.  1985 : Priazzo ® and Calizza ® are introduced.  1982 : The Pizza Hut ET glass promotion is picked as the top marketing promotion of 1982 by the editorial staff of Chain Marketing and Management. is introduced throughout the system.000 restaurants and delivery units worldwide. Pizza Hut celebrates 25th anniversary. is initiated. Restaurant number 4. Pizza Hut employs 10.000 opens.  1984 : BOOK IT! ® National reading incentive program is launched with 200.000 elementary students enrolled. 1980 : Pan Pizza is introduced throughout the system. Texas.000 teenagers from 16 to 19 years old.S.  1986 : Delivery service. President Ronald Reagan awards Private Initiative Citation to Pizza Hut President Art Gunther for the creation of BOOK IT! ® Program. .9% of all restaurants in the U.  1983 : Personal Pan Pizza®. located in Dallas. KS: 39 days from start to finish. The system celebrates the opening of its 5. There are more pizza locations than hamburger restaurants in the United States. Pizza Hut celebrates its 30th anniversary with a total of more than 6.000th restaurant. with a five-minute guarantee.

When released to the public. D. Pizza boxes redesigned to save 275. Ontario and Canada. FL after Hurricane Andrew wreaks havoc. Pizza Hut delivers more than 1.  1990 : Pizza Hut system sales reach $4 billion.000 Jobs Plus® employees work for Pizza Hut.800 units.000 pies a minute. The Jobs Plus® program is recognized as the largest corporate initiative of its kind in the food service industry. VA Pizza Hut restaurant for 136 hours. More than 4.000 free meals to relief volunteers and those who lost their homes.000 individuals with physical and developmental disabilities.1 million ―Land before Time‖ puppets. Pizza Hut pizza is delivered to the White House. 1989 : The Pizza Hut Jobs Plus ® program expands nationwide to employ more than 10.000 pizzas on Super Bowl Sunday. donating $1. . For the first time in history. Pizza Hut now serves 54 countries.200 in tips to the Loudoun County Shelter for Abused Women & Children. children during a ―Reading is Fundamental‖ reception.  1992 : Lunch Buffet introduced in 1. assistant manager in Lees Berg. VA serves his way into the Guinness Book of World Records by waiting sales tables at the Lees Berg.C.000 Stop ‗N Go convenience stores. Kamran Atri. Pizza Hut opens its 1. Pizza Hut sets up two mobile hot trailers in Florida City and Gould‘s. Pizza Hut sells 9. about 7.000th international unit in Well. the movie enjoyed the largest opening ever for an animated feature.340. Pizza Hut provides 120. First Lady Barbara Bush throws a party for 200 Washington.000 trees a year. Personal Pan Pizza® becomes available at 1.

7. Pizza Hut introduces Chunky Style Pizza in September. Pizza Hut signs contract with 30 hotel companies throughout the country to provide delivery service to their registered guests. Soccer legend Pele kicks a ball through the door of pizza Hut restaurant number 10.  1994 : Pizza Hut becomes the single largest retailer of basketballs in the Unites States.  1995 : Pizza Hut launches the ―You‘ll love the Stuff we‘re Made of‖ ® campaign.700 square foot Super Pizza Hut® restaurant and entertainment center in Mexico City.000 in Sao Paulo.S service personnel in Mogadishu. Pizza Hut leads the entire restaurant industry in growth and sets new company records for sales and profits. Two Customer Satisfaction programs initiated: a 1-800 Customer Satisfaction Hotline and a Customer Call-Back Program. selling 3. The Harvest Program is launched nationwide to donate surplus food to food rescue agencies. Pizza Hut opens 9. which takes the pulse of 50. Million balls during its NCAA® Final Four® promotion. Somalia.000 customers per week. Pizza Hut makes it fastest and farthest delivery: 600 large pepperoni pizzas on a 24-hour flight from Dover Air Force Base to U. Brazil on April 13. Pizza Hut in Beirut reopens after being closed during the Gulf War. 1993 : Pizza Hut introduces BIGFOOT® Pizza – two square feet of pizza cut into 21 slices. .

 1999 : Pizza Hut launches The Big New Yorker Pizza. Pizza Hut launches ―Totally New Pizzas‖ a quality initiative putting sliced. Pizza Hut launches ―The Sicilian Pizza‖ a flavorful crust with garlic. basil and oregano baked right into the crust. Pizza Hut became the first company in history to place its logo on the world‘s largest Proton Rocket. . making Pizza Hut the ―Best Pizza Chain‖ ten of the last eleven years. savory sauce. Pizza Hut launches ―The Best Pizzas under One Roof‖ ® campaign.  1997 : Pizza Hut opens a dine-in restaurant in Delhi.  1998 : Pizza Hut celebrates 40 Years of making and serving great pizza. fresh vegetables and meaty meats on pizzas.  1996 : Pizza Hut comes to India with a dine-in-restaurant (Bangalore) that has special vegetarian pizzas. A 16 inch pizza with a sweeter.Pizza Hut launches Pizzeria Stuffed Crust Pizza. Pizza Hut wins the 1995 ―Choice of Chains‖ award for the Best Pizza Chain sponsored by Restaurants & Institutions magazine. Pizza Hut launches a meatier pepperoni. 100% real cheese cut into 8 big foldable slices. which immediately sets company sales records. PepsiCo announces restaurant spin-off.  2000 : In July 2000.

K. Over 600 restaurants now open in the U.  2006 : White Bread sells their share of the Joint Venture to YUM! Brands Inc.K.  2004 : Pizza Hut launches The Big New Yorker. delicious Pizza Hut pizza.  2003 : 500 restaurants opened throughout the U. PIZZA HUT became the first company in history to deliver pizza to the pioneers living in outer space on the INTERNATIONAL SPACE STATION (ISS).  2002 : Tricon Global becomes YUM! Brands.000 people. 70 of them are Franchise units. Pizza Hut U..K.  2005 : The 4 for ALL is launched. 2001 : Pizza Hut introduces Twisted Crust® pizza – Twisted Crust pizza boasted a revolutionary breadstick crust that surrounded a hot.. The creation and delivery of the world‘s first space-consumable pizza was the culmination of nearly a year of collaborations between Pizza Hut and Russian food scientists. employing over 20. Ltd is now 100% owned by YUM!  2007 : Pizza Hut brought out our Thick n Thin Pizza and began to re-franchise Our dine-in restaurants .

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Pizza Hut went on to play a significant role in pioneering and developing this category in India. Worldwide and in India. Pizza Hut has 139 restaurants across 36 cities. This however has not affected Pizza Hut's comfortable reign over the Indian pizza industry and the ever increasing number of loyal customers who have made it possible for Pizza Hut to aggressively extend its presence. Since then it has captured a dominant and significant share of the pizza market and has maintained an impressive growth rate of over 40 per cent per annum.OVERVIEW OF THE PIZZA INDUSTRY IN INDIA INTRODUCTION In India nowadays so many fast food joints are opened and people are turning more towards the pizzas and they try to go to the best pizza parlor opened in their area of living. There are different companies which have come up. The market has become greatly competitive and the customer has become more discerning and adventurous. Pizza Hut's constant endeavor to provide extra value whether it is pizzas which are available to suit every price range. When the first Pizza Hut restaurant opened in Bangalore the quick service industry was at a nascent stage and the pizza category was dominated by a sole regional player who had a marginal presence. this is . The major players in this category are:  PIZZA HUT  DOMINO‘S PIZZA  PIZZA CORNER PIZZA HUT IN INDIA The first Indian outlet was opened in June 1996 in Bangalore. Pizza Hut has come to become synonymous with the 'best pizzas under one roof'.that puts a 'Yum' on every customer's face – has allowed it to increase its presence in India to the current 139 restaurants across 36cities. thus making it a destination product which everyone seeks. new promotions or the introduction of innovative product ranges .000 people by end of 2004. This is because at Pizza Hut the belief is that every pizza has its own magic. Pizza Hut now has 95 outlets across 24 cities in India. Yum! Has invested about US$ 25 million in India so far. In India. Pizza Hut was among the first multinational brands to enter the food retail sector in India. and employed nearly 4.

Pizza Hut is consolidating its position by opening more restaurants in the metros where it already has a presence as well as opening outlets in new markets. . most of their outlets are financially successful. Financial performance According to an article in Financial Express. They have recently introduced a range of vegetarian personal pan pizzas for US$ 1. Yum! Brands own Kentucky Fried Chicken. Its delivery offer of US$ 4. Factors for Success: Offering value food Employing economies of scale. In India. A major player in the Indian fast food and beverage sector Market share Pizza Hut is believed to have close to 50 per cent market share of the organized pizza-retailing segment in India. Most Pizza Hut restaurants are located in the metros and smaller metros. A&W and Long John Silver‘s restaurants worldwide.9 billion in worldwide sales in the year 2003. Pizza Hut has made its offerings more affordable. the market size of the pizza segment is around US$ 87 million and currently growing at the rate of 15 per cent to17 per cent per annum.000 restaurants in over 100 countries. A Fortune 300 company. In taking long strides across the country. Yum! Brands Inc is the owner of the Pizza Hut chain worldwide.over and above investments made by franchisees.000 and is borne by the franchisee. Taco Bell. Yum! Generated more than US$ 25. helping it grows the business by 25 per cent.000-335. Pizza Hut. encouraging further expansion.4 for four personal pan pizzas has been very successful. and has more than 33. the average investment for each outlet is US$ 275. According to Pizza Hut sources.1.

which was developed locally. has a menu mix of over 20per cent. whose members prefer not to eat at places where meat is served. They now import very few specialty items like pepperoni. . However. which also serve Jain menus.Moving beyond metros According to company sources. According to Pizza Hut. Pizza Hut is moving beyond the metros and foraying into 12 to 13 new markets including Trichy. the Indian food heritage is very rich. Bhubaneswar. Leveraging the India Advantage: International brand with an Indian heart Pizza Hut is one of the first international pizza chains with purely vegetarian dineins at Chow patty (Mumbai). The Tandoori range of pizzas. and hence Indians like local flavors. Pizza Hut has even opened two all-vegetarian restaurants in the western state of Gujarat to cater to the Jain religious community. Pizza Hut‘s local menu is as large as the international one. Thiruvananthapuram and Pondicherry to increase penetration. Ahmadabad and Surat. Nagpur. It also holds regular promotional campaigns targeted at children and uses these alliances to offer packages during these campaigns. Aggressive marketing and tie-ups with local and popular brands Pizza Hut has increased its visibility by launching a well-received TV campaign aimed at the young crowd. It has formed partnerships with recognized brands such as Nestle and Pepsi. Developing the local supply chain The local supply chain for Pizza Hut was developed by Yum! And currently 95 per cent of the ingredients they use are locally produced. Offering more than the international menu International food chains typically offer only a few localized products in other parts of the world.

Domino's: Who Delivered the Best Media Strategy? The start of the football season kicks off the most important sales period in the pizza-delivery game. which has been reduced from 60 to30 days. works out to US$ 2.5per kilogram. and Domino's takes about 10% of the market. As an act of defiance to the recession.1 per kilogram. Pizza Hut hopes to increase the number of Pizza Hut outlets in India to 130by the end of 2005 from the present figure of 95. A rivalry to match a Cowboys-Redskins playoff would have to be the head-to-head shootout between pizza franchises Pizza Hut and Domino's In media terms.3 3. both marketers have held and even increased their advertising media budgets in 2009.Indigenous sourcing of raw materials Pizza Hut has reduced costs through indigenous sourcing of raw material. Future plans According to Yum! Restaurants International. Logo-washed sidewalk Pizza Hut leads the $29 billion category with some 18% of pizza sales.99 . A disaster advertising strategies to stay competitive. and 55 cities by end of 2006. as have private label with consumers trading down. Pizza Hut is also experiencing double-digit growth in India and hence is confident about expanding its operations in India. Pizza Hut vs. It hasted up with a local company Dynamic Dairy Industries Ltd (DDIL) for sourcing mozzarella cheese. however. The landed cost of imported mozzarella comes to US$ 3. there's a high level of blocking and tackling. Frozen-pizza sales have jumped. Pizza Hut is adding to the bottom line by localizing equipment as well as by paying attention to inventory replenishment. Pizza Hut looked to appeal to a wider base. In addition. and strategy that is played out in their advertising programs. India is amongst the top five growth markets for Pizza Hut. The expansion program will make Pizza Hut the fastest growing western restaurant chain in India. Yum! Plans Pizza Hut to be in 35 cities by end of 2005.3. launching new marketing vehicles and products that adhere to the sensibilities of both younger and middle-age generation. The domestic price. .

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 In 1985 Pizza Hut introduced the Priazzo. with the outermost edge wrapped around a coil of mozzarella cheese. the Cheesy Bites pizza. crispy dough which was Pizza Hut's original style. pork fillings. a thin. a two-crusted Italian pie that resembled a deep-dish pizza. the 16" Big New Yorker.  The initially popular two-foot by one-foot square cut pizza Bigfoot. and the Insider pizza. pepperoni." where the toppings nearly reach to the edge of the pizza.  "Thin 'N Crispy". beef.  "The Edge pizza.  The Chicago Dish Pizza and Sicilian pizza.  There was also formerly a crust that was not as thick as Pizza Hut's pan pizza. similar to the Stuffed Crust pizza except the crust has been divided into 28 bite-sized pieces that can be pulled apart. a hint of bacon.PRODUCT PROFILE Pizza Hut sells:  "Stuffed Crust" pizza. Varieties included:  Priazzo Milano. a blend of Italian sausage. mozzarella and cheddar cheese. a light blend of five cheeses with ham and a touch of spinach. a pizza cut into small strips that can be dipped into a number of sauces. where a layer of cheese is in between two layers of dough.  Other products Pizza Hut has offered are the "P' zone". and not as thin as its thin crust. This crust was used on the Full House XL pizza and discontinued in 2007. made with a sweet sauce. Pizza Hut's version of the calzone.  Priazzo Florentine." more like traditional pizzeria crusts.  "Hand-Tossed. the latter also offered in 2006 as Lasagna Pizza. with the crust wrapped over the top to hold in all the toppings. .  "Dipping‖ Strips pizza".  Another limited time offer was a Double Deep pizza with double the toppings and 50% more cheese.

pork filling. onions. stuffed with pepperoni. mushrooms. . Italian sausage. Priazzo Roma. The double-crusted pie was topped with a layer of tomato sauce and melted cheese. mozzarella and cheddar cheese.

friendly and personal.MARKETING STRATEGY Pizza Hut was among the first multinational brands to enter the food retail sector in India. thus making it a destination product which every one seeks. It is this belief that has ignited the passion to create.has allowed it to increase its presence in India to the current 139 restaurants across 36 cities. . Pizza Hut‘s marketing strategy is very simple: We want to satisfy our customer by offering them the best. Worldwide and in India. innovate and serve the finest product the industry has to offer.the kind of service that ensures that every visit of the customer is a memorable one. A critical factor in Pizza Hut's success has been its unique dining experience. offering customers the highest value for money and giving service that is warm. When the first Pizza Hut restaurant opened in Bangalore the quick service industry was at a nascent stage and the pizza category was dominated by a sole regional player who had a marginal presence. while setting standards for others to strive to replicate. Pizza Hut went on to play a significant role in pioneering and developing this category in India. In 1995. Pizza Hut's constant endeavor to provide extra value whether it is pizzas which are available to suit every price range. Pizza Hut began two customer satisfaction programs: a) 1-800 number customer hotline and b) Customer call-back program. Pizza Hut is committed to providing uncompromising product quality.that puts a 'Yum' on every customer's face . new promotions or the introduction of innovative product ranges . Pizza Hut has always valued customer service and satisfaction. Crew members at Pizza Hut strive each day to provide 'customer mania' . Pizza Hut has come to become synonymous with the 'best pizzas under one roof'. This is because at Pizza Hut the belief is that every pizza has its own magic.

M. These two strategies have really helped Pizza hut to evolve out as a market leader with a competitive advantage. Friendly and Familiar). Accuracy. Pizza Hut's broad selection of products also makes it easier for them to market to different market segments.S (Cleanliness. Most of Pizza Hut's competitors do not have restaurants. are contacted personally to check on the satisfaction level of the customers. For example.P. Hospitality. The other two strategies followed by Pizza Hut are:  C.  Pizza Hut takes a very special care for their regular and frequent customers by personally calling them to tell them about their new offers. DIRECT MARKETING OF PIZZA HUT Direct Marketing of Pizza Hut is basically done after collecting the database. conversational type restaurant where families can take their children for birthday parties for example. Pizza Hut can market to different segments that other pizza chains cannot.These were implemented to make sure their customers were happy. Those customers who are enrolled in the executive category that is who called the maximum number of times in a month are given preference over the others as far as their incentives and schemes are concerned. when they have the database they follow some steps as: When a database is collected Pizza Hut does an analysis to know how often people in their database call them. Maintenance. and always wanted to return.H. Pizza Hut offers a sit-down.A. Product quality and Speed) and  3F‘s (Fun.  The customer‘s names. Another big strength and even a competitive advantage is the fact that they have a full service restaurant as well as delivery services. Because of the restaurant. Pizza Hut can market to families much easier than Domino's or Little Caesar's. which have been listed in the database and have not ordered for a long time. .

If not then they ask for customer information like name. etc. Pizza Hut tries to establish an individual relationship with each of their customers. they offer special schemes like free personal Pan Pizza with an order of a medium Pan Pizza. .  Pizza Hut publicizes its new offerings by putting leaflets in the newspaper so that they can reach to their target audience.  On special occasions like Diwali. the employees first ask if they have ever ordered the pizza before.  Every Christmas their database cranks out a list of their best customers for personally signed cards.  Whenever a customer calls Pizza Hut.  Pizza Hut manages its database very well. age. address. They keep verifying their data against the original source by spotting mistakes and correcting them. On valentine a special heart shaped pizza is offered.

1. During the growth stage. Pizza Hut has built a brand name that means quality products and services. 3. The first competitive advantage of "The Extreme" is that it is the largest pizza on the market. Pizza Hut will try to build sales and develop a preference for the product." customers will automatically think this is a high quality product. Since Pizza Hut will be introducing "The Extreme. "The Extreme" is a twentyinch pizza with twice as much cheese and toppings as Pizza Hut's other pizzas. Another competitive advantage is the Pizza Hut brand name.PRODUCT ASSORTMENT Pizza Hut will offer a new product called "The Extreme" pizza. The final competitive advantage is that this product will be the first pizza to target America's youth. 4. . During the introduction stage of the product life cycle. 2. but very few pizza restaurants actually target them. 2001."The Extreme" is expected to begin to decline after one year on the market. No other pizza restaurant offers a twenty-inch pizza. "The Extreme" will be introduced on Super Bowl Sunday. This new pizza will have many different competitive advantages. "The Extreme" pizza will target Generation X and Generation Y or people between the ages of 12 and 30. The second competitive advantage is that it has more cheese and toppings than any other pizza on the market. Pizza Hut will try to seek differentiation during the maturity stage. This market purchases a lot of pizza each year. Pizza Hut will try to establish a market for the product and persuade early adopters to buy.

PRICE POSITIONING In the past. Pizza Hut sets a high initial price for its products to send a signal to customers that its products are quality and the service is excellent. Armed with a complete picture of your customers or your competitor‘s customers. but also promote frequent sales to lower the price below them. Pizza Hut will be able to sell two products together at a single price to suggest a good value. this pricing strategy will help segment the market. Several sales promotions and coupons will be used to lower the price below those competitors. Different groups of customers are willing to pay different prices for the same product. robust consumer research.99. with unmatched accuracy. Since both Pizza Hut and the beverage Mountain Dew are Pepsi subsidiaries. you are in the best position to fine tune you product strategy. bundle pricing will be used. focus your . Pizza Hut has successfully used the high/low pricing strategy when setting the retail price of its products. CUSTOMER PROFILE This target profile provides a comparison of Pizza Hut‘s customers compared to: a) Total Population14+ b) Total Purchased from Fast Food Places/Restaurants in the Last 4 Weeks.  The high/low pricing strategy will also create excitement. The retail price of "The Extreme" pizza should be set at $9. Pizza Hut can sell "The Extreme" to the customers who will pay the higher price to be the first to buy and also to the bargain hunters. Customers will be able to try something new when they purchase "The Extreme" and this exciting experience may bring those customers back to purchase other products. The high/low retail pricing strategy allows Pizza Hut to charge a price that is above the competition.99 and receive a two-liter bottle of Mountain Dew for free. this strategy will emphasize product and service quality.  First. integrity and sheer power. This target profile provides you with instant access to some of the world's most insightful. The high/low pricing strategy has several advantages. Customers can purchase "The Extreme" for $9.  Finally. which is higher than Pizza Hut's competitors.

this aggressive expansion will involve Pizza Hut entering smaller cities like Cochin. It is strengthening its roots in the Indian market by tying up with local and popular brands such as Reliance Communication. With the entry of imitation products into the market. buy this target profile to get all that data. The promotions may have to be bigger and better than the competition. Bhubaneswar. Overall. everything from attitudes and activities to media consumption LONG TERM PROGNOSIS With competition being so strong in this industry the threat of imitation products will surely be a problem to be dealt with. and thereby optimize your marketing budget. Pizza Hut is moving beyond big cities. over 400 variables. Lucknow and Madurai.communication. Apart from this it is also developing local supply chain. Don‘t rely on unconfirmed reports. Nasik. or the product may need to be altered to give it that little bit of an edge over the competition. For example stuffing the crust with cheese or giving a free topping with the purchase would help give Pizza Hut an edge over the competition. We are taking a large pizza with a lot of toppings and marketing it as an "Extreme Pizza" to a generation of younger adults that are consumed by this marketing tool. Pizza Hut will have to adjust its mixes to accommodate change. Pizza Hut will however have the first mover advantage with this product. Pizza Hut will need to remain flexible in the maturity stages of the product life cycle in an attempt to continue to be the market leader. What makes this new product so exciting is the marketing plan that is directing the product at a new segment. While consolidating its presence in the metropolitans. this is a product that is not much unlike any of the other new pizza's that Pizza Hut has introduced. Basically. The mix of promotion and advertising we will be using will target a very profitable . This is what will make this a success.

But Pizza Hut has always had the first mover advantage.g. They all try to come up with some newer. in 1983. bigger." trying to bring the famous New York style pizza to the whole country. they introduced "Stuffed Crust Pizza. For example. One of their main strategies that they still follow today is the diversification of the products they offer. However. Their marketing strategy in the past has always been to be the first.. Pizza Hut introduced Pan Pizza. In 1993. Pizza Hut is always trying to make a pizza into something slightly different so that customers will think it‘s a whole new product. they are marketing "The Big New Yorker. better pizza for a low price. in 1992 the famous buffet was launched in Pizza Hut restaurants worldwide. E. U.S Pizza. In 1995. This however has not affected Pizza Hut's comfortable reign over the Indian pizza industry and the ever increasing number of loyal customers who have made it possible for Pizza Hut to aggressively extend its presence.RETAIL ENVIRONMENT Out of all the existing pizza chains such as Domino's. Pizza Hut is always adding something new to their menu. trying to reach new markets. Currently. which had a guarantee of being ready to eat in 5 minutes when dining at Pizza Hut restaurants. . They were trying to offer many different food items for customers who didn't necessarily want pizza." which was two square feet of pizza cut into 21 slices. Pizza Corner. Smokin Joe‘s. Pizza Hut has a dominating market share of 48% of the total market share." where the crust would be filled with cheese. Papa John‘s. The market has become greatly competitive and the customer has become more discerning and adventurous. Another strategy they used in the past and are still using is the diversification of their pizzas. they introduced the "Big Foot. this forced competitors to look for new methods of increasing their customer bases.

Pizza Hut has come to become synonymous with the 'best pizzas under one roof'. It is this belief that has ignited the passion to create. . When the first Pizza Hut restaurant opened in Bangalore the quick service industry was at a nascent stage and the pizza category was dominated by a sole regional player who had a marginal presence. Pizza Hut went on to play a significant role in pioneering and developing this category in India. while setting standards for others to strive to replicate. new promotions or the introduction of innovative product ranges . A critical factor in Pizza Hut's success has been its unique dining experience. thus making it a destination product which everyone seeks. This is because at Pizza Hut the belief is that every pizza has its own magic.POSITIONING Pizza Hut was among the first multinational brands to enter the food retail sector in India.the kind of service that ensures that every visit of the customer is a memorable one.Crewmembers at Pizza Hut strives each day to provide 'customer mania' . friendly and personal. Pizza Hut is committed to providing uncompromising product quality. Worldwide and in India. offering customers the highest value for money and giving service that is warm. Pizza Hut's constant endeavor to provide extra value whether it is pizzas which are available to suit every price range.that puts a 'Yum' on every customer's face – has allowed it to increase its presence in India to the current 139 restaurants across 36cities. innovate and serve the finest product the industry has to offer.

a Salad Bar wheret h e c u s t o m e r s c a n m a k e t h e i r o w n f r e s h s a l a d s .CONSUMER PULL FACTORS A critical factor in Pizza Hut's success has been a menu t h a t h a s constantly evolved and expanded to cater to the changing needsands p e c i f i c p r e f e r e n c e s o f c u s t o me r s i n d i f f e r e n t p a r t s o f t h e w o r l d . a r a n g e o f s o u p s . Over the years Pizza Hut has also developed and successfully introduced a range of products especially suited to the Indian palate. It includes appetizers. I n having understood the pulse of the customers in India. Spicy Korma. in India the menu offers the option of a complete meal. Pizza Hut has clearly established itself as a brand with an Indian heart. B e s i d e s o f f e r i n g a n e x t e n s i v e r a n g e o f v e g e t a r i a n p i z z a s . Pizza Hut has a unique tradition. pastas and desserts. . which is rung by customers who as they leave wish tothank the servers for yet another memorable visit. Spicy Paneer and the M a s a l a a n d T a n d o o r i p i z z a s h a v e b e e n a t r e m e n d o u s s u c c e s s . These products like Chicken Tikka. A bell hangs at each Pizza Hutrestaurant. Wh a t h a s a l s o g i v e n P i z z a Hu t a c o mp e t i t i v e e d g e i s t h a t i n a d d it i o n t o a n extensive range of internationally renowned pizzas like The Italian. w h e r e i t o f f e r s a J a i n me n u sans all root-based ingredients. the proprietary Pan Pizza and Stuffed Crust. i t wa s t h e first pizza chain to open a 100% vegetarian restaurant in India in Surat a n d l a t e r i n Ah ma d a b a d a n d C h o w p a t t y .

While a bell hangs at each Pizza Hut restaurant. Organized in Delhi for the first time. in all types of industries. And many of Pizza Hut‘s customers would. whether for-profit or not-forprofit. it received a phenomenal response with super .. we are certain. target markets). love to participate in this process. pricing. Like most marketing decisions. must engage in some form of promotion. Such efforts may range from multinational firms spending large sums on securing highprofile celebrities to serve as corporate spokespersons to the owner of a one-person enterprise passing out business cards at a local businessperson‘s meeting. Many customer service initiatives have been uniquely developed for India and have been greatly instrumental in building an emotional bond with the customer. product. which is rang by customers who as they leave wish to thank the servers for yet another memorable visit. distribution. Giving them an opportunity to showcase their talent – they conceived the Jig n Jeeto contest. For instance the crewmembers at Pizza Hut break into a Boogie at restaurants in Delhi and Mumbai and do the Bhangra in Chandigarh and Amritsar.PROMOTIONAL STRATEGIES Promotion is a form of corporate communication that uses various methods to reach a targeted audience with a certain message in order to achieve specific organizational objectives. The strength of Pizza Hut‘s success globally lies in a marketing strategy that builds connections with customer‘s everyday in different parts of the world. For instance. promotion decisions should be made with an appreciation for how it affects other areas of the company. an effective promotional strategy requires the marketer understand how promotion fits with other pieces of the marketing puzzle (e. Rather. In India. Thus. Nearly all organizations. the overall success of a promotional strategy requires input from others in impacted functional areas. running a major advertising campaign for a new product without first assuring there will be enough inventories to meet potential demand generated by the advertising would certainly not go over well with the company‘s production department (not to mention other key company executives). they also sing and dance for them. Consequently. Which is why Pizza Hut servers not only serve our customers great food. eating out is perceived as a form of entertainment.g. marketers should not work in a vacuum when making promotion decisions.

Types of Promotion •Advertising •Sales Promotion •Events/ Experiences •Personal Touch .star Fardeen Khan judging the show. Pizza Hut hopes to continue this contest as a tradition for the years to follow.

Pete was on the bags. but at one time. cups. In the 1970s Pizza Hut used the signature red roof with a jolly man named "Pizza Hut Pete". the advertising mascot was a delivery boy named Dougie. He picks up his pizza and goes to his house. Pizza Hut's main advertising slogan was "Gathering round the good stuff". "Actually dear. Frustrated.' These commercials ran from 1993 to 1997 and were based loosely on the Mr. Rush Limbaugh also starred in a Pizza Hut commercial the same . The advertising slogan is currently "Your Favorites. he calls Pizza Hut again. The game was filled with Pizza Hut advertising and pizza that would refill the character's life. Teenage Mutant Ninja Turtles II: The Arcade Game The game came with a coupon for a free pizza. In 1995. Until early 2007. to which Donald replied. would hear the catchphrase "Here's a tip: be good to your mother". with boyish good looks who. a play on the couple's recent divorce. In 1994. when all of the people who were chasing him start eating all the pizza except the man who ordered it. It starts with a man apparently ordering take-out and driving his 1965 Mustang JR to Pizza Hut. The ending of the commercial showed Ivana Trump asking for the last slice. upon delivering pizza to his father.Promotion ADVERTISING Pizza Hut's very first ad was "Putt Putt to Pizza Hut". balloons and hand puppets for the kids." Pizza Hut does not have an official international mascot. Bill shorts from Saturday Night Live in the 1970s. there were commercials in the United States called 'The Pizza Head Show. and was "Now You're Eating!" from 2008 to 2009. The ads featured a slice of pizza with a face made out of toppings called 'Pizza Head'. you're only entitled to half". while some of the townspeople start chasing him. In Australia during the Mid to late 1990s. Ringo Starr starred in a Pizza Hut commercial which also featured The Monkees. Your Pizza Hut. Donald Trump and ex-wife Ivana Trump starred in a commercial.

The advertisement shows Southgate wearing a paper bag over his head in shame as he was the one. It‘s very first television commercial in India featured a boy and girl. now married. Gorbachev (the former president of the USSR) also played in a Pizza Hut commercial. where he boasts that "nobody is more right than me.year. While the famous ‗Good times start with great pizzas‘ slogan has been prominent in the communication. the focus has remained on the best and most distinct pizzas. which was to participate in Pizza Hut's then "eating pizza crust first" campaign regarding their stuffed crust pizzas Following England's defeat to Germany on penalties in the semi-finals of Euro 96. Waddle and Pearce. INDIA: Pizza Hut‘s communication has also always struck a chord with the Indian customer." yet he states that for the first time he will do something wrong. are ridiculing him. Gareth Southgate. After Southgate finishes his pizza he takes off his paper bag. Stuart Pearce and Chris Waddle featured in an advertisement. who both missed penalty kicks in Italia 90. heads for the door and bangs his head against the wall. They lose their inhibitions when the pizza arrives. who meet at a Pizza Hut restaurant in a traditional arranged marriage setting. .the customer‘s involvement was so complete that several wrote in to inquire whether the couple had children. who missed the crucial penalty against the Germans. Pearce responds with. The more recent campaign that was launched with the introduction of the Tandoori pizzas featured a typical Indian wedding procession abandoning the bridegroom when enticed by delicious aromas from a Pizza Hut restaurant. When the sequel went on air featuring the same couple. with the girl‘s father consoling her over a pizza as her bridegroom waits outside the restaurant to escort her after their wedding . "this time he's hit the post". emphasizing the word 'miss' at every opportunity.

E-coupon and discount offer available to online customers. Also. This is very relevant in a time when there is slow economic growth and we undergo financial constraints. Spicy Paneer and the Masala and Tandoori pizzas have been a tremendous success. in India the menu offers the option of a complete meal. and pizza hut will remind you the birthday date and birthday parties discount and u can book online.here people can save the birthday date of their friends. Spicy Korma. the proprietary Pan Pizza and Stuffed Crust. In order to get printable Pizza Hut coupons. Pizza Hut printable coupons are very useful for everyone to save some money on the purchase from the popular pizza brand. These products like Chicken Tikka. you can sign up for Printable Coupons of Burger King. you can sign up at Pizza Hut. It positioned itself as family restaurant and also concentrated on wooing kids. a range of soups. . relatives . What has also given Pizza Hut a competitive edge is that in addition to an extensive range of internationally renowned pizzas like The Italian.SALES PROMOTION Pizza Hut printable coupons are very useful for everyone to save some money on the purchase from the popular pizza brand. Pizza hut provide many services online such as: Birthday reminder service.where the customers can make their own fresh salads. In 2000 Pizza Hut launched its innovative Pizza Pooch menu and Pizza Pooch Birthday Party package exclusively for kids in the 6-10 age groups. It includes appetizers. Pizza Hut is the favorite fast food brand of majority of people of any country because of the nutritious quality of the pizza and other fast food items they offer. Hence it is wise to make use of the various discount schemes offered by many fast food companies like the Pizza Hut. a Salad Bar . pastas and desserts. Over the years Pizza Hut has also developed and successfully introduced a range of products especially suited to the Indian palate. Hot line number – pizza hut hot line number also provide at online which is 39883988. Even customer can do online order of pizzas Pizza Hut localizes it menu to capture local Indian Market.

The first Pasta Hut advertisement has the original Pizza Hut restaurant being imploded and recreated with a sign saying "Pasta Hut" placed on the building. known as "Solar Shades". with the purchase of Pizza Hut pizza. EVENTS/EXPERIENCES Pizza Hut sponsored the 1989 film Back to the Future Part II. Pizza Hut also engaged in product placement within the film itself. Pasta Hut Pasta Hut logo (2008–present) On April 1. The email (and similar advertising on the company's website) stated "Pasta so good. we changed our name to Pasta Hut!" The name change was a publicity stunt held in conjunction with April Fools‘ Day. discounts and offers at email. . This name change was also used to promote the new Tuscany Pasta line and new Pizza Hut dine-in menu. with the company's Dallas headquarters changing its exterior logo to Pasta Hut. mobile phone. mobile number where pizza hut provide them latest pizza news.VIP CLUB: ⇒ A VIP (very into pizza) club made where people can register their email. extending through the month of April. Pizza Hut in America sent emails to customers advertising that they now offer pasta items on their menu. having a futuristic version of their logo with their trademarked red hut printed on the side of a Mylar dehydrated pizza wrapper in the McFly family dinner scene. and appears on a storefront in Hill Valley in the year 2015. In 2001 Pizza Hut sponsored a pizza delivery to the INTERNATIONAL SPACE STATION (ISS). 2008. and offered a free pair of futuristic sunglasses.

M. For instance the crewmembers at Pizza Hut break into a Boogie at restaurants in Delhi and Mumbai and do the Bhangra in Chandigarh and Amritsar. Maintenance.H. thus making it a destination product – which everyone seeks. Accuracy. This is because at Pizza Hut the belief is that every pizza has its own magic.PERSONAL TOUCH Worldwide and in India. Based on the report submitted by the official. In having understood the pulse of the customers in India. substantial increase in disposable income. innovate and serve the finest product the industry has to offer.A. This however has not affected Pizza Hut‘s comfortable reign over the Indian pizza industry and the ever-increasing number of loyal customers who have made it pos many customer service initiatives have been uniquely developed for India and have been greatly instrumental in building an emotional bond with the customer. that stand for Cleanliness. a burgeoning middle class and the entry of a significant number of international and national players has contributed to a boom in the industry. the restaurants are rated and in the rare case of finding under performers. . Pizza Hut has clearly established itself as a brand with an Indian heart. Hospitality. A critical factor in Pizza Hut‘s success has been a menu that has constantly evolved and expanded to cater to the changing needs and specific preferences of customers in different parts of the world. while setting standards for others to strive to replicate. friendly and personal. to ensure stringent international bench-marks in the quality of products and services at all its restaurants across the world. Crewmembers at Pizza Hut strive each day to provide ‗customer mania‘ – the kind of service that ensures that every visit of the customer is a memorable one. Pizza Hut has come to become synonymous with the best pizzas under one roof.S. Pizza Hut is committed to providing uncompromising product quality. A dramatic shift in lifestyle trends. A critical factor in Pizza Hut‘s success has been its unique dining experience. Product quality and Speed. offering customers the highest value for money and giving service that is warm. It is this belief that has ignited the passion to create.P. The market has become greatly competitive and the customer has become more discerning and adventurous. they are kept under strict vigil. Pizza Hut has a mystery shopper program in which an unknown official visits a restaurant and evaluates it on certain defined parameters called C. In fact.

Organized in Delhi for the first time. Giving them an opportunity to showcase their talent – they conceived the Jig n Jeeto contest. it received a phenomenal response with super star Fardeen Khan judging the show. we are certain. love to participate in this process. Which is why Pizza Hut servers not only serve our customers great food. And many of Pizza Hut‘s customers would. which is rung by customers who as they leave wish to thank the servers for yet another memorable visit. Pizza Hut hopes to continue this contest as a tradition for the years to follow.While a bell hangs at each Pizza Hut restaurant. eating out is perceived as a form of entertainment. they also sing and dance for them. Countries with Pizza Hut outlets . In India.

91% offer takeout and 51% offer dine-in service. Pizza Hut outlets will spread across 33 cities.MARKET SHARE AND SALES FIGURE OF PIZZA HUT AND COMPETITIORS MARKET SHARE The division of YUM! Brands operate the world‘s #1 pizza chain with more than 12. YUM! Restaurants are planning to add more than 40 outlets this year to the 104 Pizza Huts.583 total restaurants and combination delivery/takeout units in 90 countries. Of 31. Part of the largest restaurant chain in the world.  Brand leader in the U. Domino‘s Pizza is the world leader in delivery. . with 12.S. Domino‘s generated $11. YUM! ON EXPANSION DRIVE Fourteen years after opening its first outlet in India.500 stores in 46 international markets. Pizza Hut in sales in 2004 generated approximately $14.000 franchises around the world. Papa John‘s is considered the fastest growing franchise in the U. At present the restaurant chain has 20 outlets in Sri Lanka.381 stores) offer delivery. SALES FIGURES Key numbers for the fiscal year ending year December. roughly 83% (24.A.  Over 20. With this expansion drive. 6.S.3 Billion.8 Billion in sales in 2004.160 units generating 786$ Million in sales in 2004. 15 in Mauritius and has opened the first one in Bangladesh.A.  Innovative range of pizzas under one roof.386 pizza franchise units in the U. with 1. 2010: Sales: $35. Mauritius and Bangladesh.0 Millions Pizza Hut is the largest pizza purveyor in the world.600 outlets in more than 90 countries worldwide.590 units are companyowned.K. YUM! Restaurants are also planning to expand into markets like Sri Lanka. with 5.

thousands of people involved in the pizza industry attend PIZZA EXPO. . Nevada. PIZZA EXPO is held each year in Las Vegas.Each year. the world‘s largest pizza-only trade show.

Pizza Hut has taken care to make special sauces which do not contain any garlic or onion. Therefore. keeping this in mind the restaurant will offer a choice of six Jain pizzas. .DELIVERY The company lays great emphasis on timely delivery of the products. Progress is reviewed very frequently. The research also revealed data that 37% of people of Ahmadabad prefer JAIN meals (Jain food is not only vegetarian but devoid of roots and bulbs like onions. Top management takes active interest in executing orders in time. baked fresh with special herbs and a pre-mixed peanut celery pineapple salad. garlic. Jain French bread. ginger. potatoes).

etc. THREATS Competitors like US Pizza. Housewives are interested in making Pizzas & other Fast Food at home . Sitting Area should be broader. Environment should be more attractive. Dominos. Instant Fast Food Packets.SWOT ANALYSIS STRENGTHS Good Quality Food (Hygiene) Brand Name Food worth its Price Good Service WEAKNESSES Parking Facilities Advertisings are very less Fewer Outlets No Social Welfare OPPORTUNITIES More outlets should be open. Attractive offers should be introduced.

. the information collected from secondary sources.LIMITATIONS  Searching online for information or through magazines was not satisfactory. was not extremely useful as the market undergoes constant changes. environment is dynamic in nature.  Since. though valuable.

who can relate well with the middle class.  Pizza Hut should also concentrate on areas like appetizers.  They should use better known celebrities as Brand Ambassadors. Domino‘s leads in this segment. Domino‘s is doing well in this area too.CONCLUSIONS AND SUGGESTIONS WE CAN CONCLUDE: Market for Pizza is growing tremendously.  They should improve on its delivery and promotional tactics. . SUGGESTIONS: Pizza hut should improve on developing products for all age groups instead of concentrating on only young crowd. Though Pizza Hut owns a good share but it faces extremely tough competition from Domino‘s.

ask.com www.com www.BIBLIOGRAPHY BOOKS REFERRED:  Marketing Management – Philip Kotler  Marketing Management – C.B.knowledgestorm.com www.answers.pizzahut. Gupta INTERNET SITES: www.hovers.com www.com MAGAZINES REFERRED:  Business Today  Outlook  Business World .

They should improve on its delivery and promotional tactics. Domino’s leads in this segment. Though Pizza Hut owns a good share but it faces extremely tough competition from Domino’s. . Pizza Hut should also concentrate on areas like appetizers. SUGGESTIONS:• • • • Pizza hut should improve on developing products for all age groups instead of concentrating on only young crowd. Domino’s is doing well in this area too. who can relate well with the middle class.CONCLUSIONS AND SUGGESTIONS WE CAN CONCLUDE:• Market for Pizza is growing tremendously. They should use better known celebrities as Brand Ambassadors.

com www.answers.hovers.com www.B.com www.com www.ask.knowledgestorm.com MAGAZINES REFERRED: • • • Business Today Outlook Business World .pizzahut.BIBLIOGRAPHY BOOKS REFERRED: • • Marketing Management – Philip Kotler Marketing Management – C. Gupta INTERNET SITES: www.

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