Marketing PROJECT ON PIZZA HUT

Submitted To:
Dr. Sajeevan Rao

Submitted By:
Saurabh Gupta Roll No-90, Sec-B

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INDEX
S. No 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. PARTICULARS Pizza Hut- The Introduction Ansoff Matrix Quality Management Perceptual Mapping Technological Changes Chase Strategy SWOT Analysis Segmentation, Targeting & Postioning 7Ps of Services Service Process Refrences PAGE 3-5 6 7 8 9-10 11 12 13-15 16-18 19-20 21

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Kolkata. Hyderabad. 3 . Every customer says. Pizza Hut has 140 restaurants across 36 cities.R.PIZZA HUT-The Introduction Pizza Hut is one of the flagship brands of Yum! Brands. PIZZA HUT'S MISSION STATEMENT We take pride in making a perfect pizza and providing courteous and helpful service on time all the time.A. "I'll be back!" We are the employer of choice offering team members opportunities For Growth. A&W and Long John Silver·s under its umbrella. Taco Bell. Pizza Hut is the world·s largest pizza chain with over 12.L.500 restaurants across 91 countries In India. ACCOUNTABLE for growth in customer satisfaction and profitability. Advancement. and Chandigarh amongst others. LISTEN and more importantly. Bangalore. ‡ P. RECOGNIZE the achievement of others and have fun doing it. which also has KFC. Chennai.E. And Rewarding Careers in a Fun. respond to the voice of the customer. Pune. Yum! is in the process of opening Pizza Hut restaurants at many more locations to service a larger customer base across the country Pizza Hut is known for its Good Quality Food (Hygiene) Brand Name Food worth its Price Good Service New Kind and Styles of Pizzas in its Menu. Inc. including Delhi.S PASSION for excellence in Doing everything EXECUTE with positive energy and urgency. Mumbai.. Safe Working Environment.

A Fortune 300 company. listed on New York Stock Exchange under the symbol PIZ. Inc. and opened its first restaurant in Bangalore.  2007: Pizza hut brought out our Thick n Thin Pizza and began to re-franchise our dine-in restaurants.  1986:Delivery service.  1997: Pizza hut opens a dine-in restaurant in Delhi. Frank and Dan Carney opens first Pizza Hut restaurant after borrowing $600 from their mother. for an undisclosed sum. A&W and Long John Silver·s restaurants worldwide. Kansas. Pizza Hut. is initiated  1996: Pizza hut comes to India with a dine in restaurant Bangalore that has special vegetarian pizzas.  2009: Pizza Hut offering baked fillings in the corner of the pizza LOCATION IN INDIA Pizza Hut entered India in 1996. But rather localized its menu as per Indian customers 4 . stockholders overwhelmingly approve merger with PepsiCo.  1972: Pizza Hut. Yum! Brands owns Kentucky Fried Chicken. In India Pizza Hut has not included all kinds of Pizza which it serves elsewhere. Inc.PIZZA HUT STORY  1958: The legacy of Pizza Hut began. Kansas.  1959: Pizza Hut is incorporated in Kansas and the first franchise unit opens in Topeka.  1977: Pizza Hut. as a new concept.  1968: International market entered with opening of Pizza Hut restaurant in Canada.  1969: Red roof adopted for restaurants. Yum! Brands Inc is the owner of the Pizza Hut chain worldwide. Taco Bell. Inc. when two college-aged brothers from Whichita. 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 annu.

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. it was the first pizza chain to open a 100% vegetarian restaurant in India in Surat and later in Ahmedabad and Chowpatty. 5 . Pizza Hut has clearly established itself as a brand with an Indian heart. Besides offering an extensive range of vegetarian pizzas. In having understood the pulse of the customers in India. where it offers a Jain menu sans all root-based ingredients.

Their marketing strategy in the past has always been to be first. Pizza Hut is always trying to come up with some innovative way to make a pizza into something slightly different . Therefore they are offering same customer a different kind of product. One of their main strategies that they still follow today is the different things in their menu. Thus they are into Service Development.different enough that customers will think it as a whole new product. For this they take innovative ideas from Institutes like IHM ( Institute of Hotel Management) as well as motivate their workforce to come up with ideas. 6 . Most recent one is the filling of toppings in the pizza corner.ANSOFF MATRIX EXISTING CUSTOMERS NEW CUSTOMERS EXISTING SERVICES Consolidation/ Market Market Share Development Building NEW SERVICES Service Development Diversification Pizza Hut has always had the first mover advantage.

H. Maintenance. Pizza Hut has a mystery shopper program in which an unknown official visits a restaurant and evaluates it on certain defined parameters called C. The shift managers have the task to observe whether the quality standards are met or not.A.M. Accuracy.S. They are given extra classes in order to meet the quality standards set by Pizza Hut around the world. whereas there are a total quality management department at the main office in Gurgaon. Different quality management staff is also there at Pizza Hut.e. All the employees· backof-the-house i. Product quality and Speed.P. Based on the report submitted by the official. This strategy is strictly implemented in Pizza Hut in order to fulfill the quality standards. they are kept under strict vigil This is the most important for a food chain like Pizza Hut. the restaurants are rated and in the rare case of finding under performers. the kitchen assistants are trained accordingly. 7 . This department has the task to implement quality standards and know whether they are achieved or not. Hospitality. This strategy is important in order to satisfy the CHAMPS. that stand for Cleanliness.QUALITY MANAGEMENT To ensure stringent international bench-marks in the quality of products and services at all its restaurants across the world.

In above map. Likewise.PERCEPTUAL MAPPING Perceptual mapping helps the Management to see the real picture of their own and their competitiors. Services are plotted on X-axis and Pricing is plotted on Y-axis. But in 2nd quadrant. Pizza Hut is providing High Services at very high price. the services are moderate and they cost high than McDonald. KFC and McDonalds. Expensive and high services : 1st quadrant Expensive and moderate services : 2nd quadrant Inexpensive and moderate services : 3rd quadrant Inexpensive and high services : 4th quadrant The competitors for Pizza Hut are Domino·s. McDonald provide high services but the food products are not expensive. 8 . That is why it is plotted in 1st quadrant.

9 . They have tie ups with company which provide them cold rooms. They use internet (they have VIP (very into pizza) club made where people can register their email. It makes sure that it uses baking and heating ovens that are new and efficient. mobile number where pizza hut provide them latest pizza news. advertising for their promotional activities.TECHNOLOGICAL CHANGES Now a day·s technology is improving so Pizza hut has to keep track with it or else its competitor may take advantage of it and move ahead than pizza hut. Not only in machines and equipments but also in marketing they try to be updated. This tie up is of exchange of machine after a period of 6 months if new kind of machine is made by them. discounts and offers at email .mobile phones) telemarketing.

10 .Computer based customer data that is MIS (managing information system) helps in collecting customer data. Also in taking order they use the software provided by Devyani International Limited. future forecasting and decision making.000 restaurants in more than 100 countries. DIL is a leading franchisee of YUM Restaurants International. the world's largest restaurant company with over 34. daily transactions. Following are the screenshots telling the process of order in pizza hut.

While there cycle of making one pizza is only 7 minutes. They keep things ready in the line. Keep lemonade syrup ready so that they just have to add 7 up when the customer ask for a Lemonade. 4.CHASE STRATEGY OF PIZZA HUT At the peak hours they prepare themselves few hours before 1. 2. During peak hour they provide the pizza making time of 15 ² 20 minutes. They be ready with different patties ( pizza base) 3. so that the customers have food as early as possible and their table gets vacant early so that more and more customers are served. In normal case they provide the pizza making time of 10 ² 14 minutes. 11 . This they do. They follow PREP strategy for peak hours. All team members are prepared before peak hours with vegetables required for toppings.

SWOT ANALYSIS Strngths Good Quality Food (Hygiene). knowledge of employees. In their take aways they can start with pizza slices. They have starting range of Pizza with just Rs 75 and individual serving pizza with cold drink for Rs 99 only. courteousness of employee. 12 . Opportunities Pizza Slice: They are one of the best pizza makers. This will attract people with small budget as well as those who wish to try pizza hut. Pizza Hut being in market for a long time can cash on this opportunity Threats Competitors like Dominos. Good Service: The provide good service in terms of timeliness of pizza. All other inputs are according to the quality standards provided by them. Food worth its Price: Employing economies of scale. their staff are scattered around near all the tables so that incase the customer wants to call pizza boy they just have to wave. Housewives are interested in making Pizzas & other Fast Food at home. They provide pizza before time. Sbaro . taste of pizza etc. This has been started by Sbaro ² one of its competitor. Pizza Hut has made its offerings more affordable. Brand Name: Pizza Hut is a franchise of Yum Restaurant which has its outlets worldwide.All the ingredients except local vegetables are provided by Yum Restaurants through their Restaurant Support System. Weaknesses Que during Peak Hour They advertise very less Fewer Outlets: Their outlets are not spread all over the city as compared to other competitors.

13 . life style or personality characteristics.  Geographic segmentation: Localize products.  Psychographic segmentation: Dividing the market into different groups based on social class. promotion and sales efforts to fit the needs of the individual areas and cities. advertising.  Demographic segmentation: Higher Income Dual Career Families Age 12-30 Years.SEGMENTATION Identifying portions in market different from one another.

Pizza has long been targeted to families. pay later" attitude Spending habits of college freshmen also indicates a high percentage of money being spent on non-essential items. Age group of 12 to 30. Generation with a "spend now.Target Markets Target audience is basically anyone and everyone who loves to eat pizzas. 14 . because of the convenience that is present when serving pizza to a group.

Services 15 .Positioning Pizza hut has done their positioning in the target market by keeping in view two basic factors: Quality Frequency Worldwide and in India. e.g. Pizza Hut has come to become synonymous with the ¶Best pizzas under one roof¶ ‡ Crew members 'customer mania¶ which makes Customers Unique dining experience.

friendly and personal. this strategy will emphasize product and service quality. but also promote frequent sales to lower the price below them. in India the menu offers the option of a complete meal. It is this belief that has ignited the passion to create. Over the years Pizza Hut has also developed and successfully introduced a range of products especially suited to the Indian palate. Different groups of customers are willing to pay different prices for the same product. a range of soups.where the customers can make their own fresh salads. thus making it a destination product ² which everyone seeks. Both Pizza Hut and the beverage Mountain Dew are Pepsi subsidiaries. Pizza Hut will be able to sell two products together at a single price to suggest a good value. Spicy Korma. The high/low retail pricing strategy allows Pizza Hut to charge a price that is above the competition. a Salad Bar .the kind of service that ensures that every visit of the customer is a memorable one. innovate and serve the finest product the industry has to offer. Pizza Hut has come to become synonymous with the ¶best pizzas under one roof·. Pizza Hut is committed to providing uncompromising product quality. bundle pricing will be used. pastas and desserts PRICE In the past.. Spicy Paneer and the Masala and Tandoori pizzas have been a tremendous success. 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 Finally. while setting standards for others to strive to replicate. What has also given Pizza Hut a competitive edge is that in addition to an extensive range of internationally renowned pizzas like The Italian. the proprietary Pan Pizza and Stuffed Crust. This is because at Pizza Hut the belief is that every pizza has its own magic.7 P·s OF SERVICES PRODUCT Worldwide and in India. A critical factor in Pizza Hut·s success has been its unique dining experience. 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. offering customers the highest value for money and giving service that is warm. These products like Chicken Tikka. It includes appetizers. Crewmembers at Pizza Hut strive each day to provide ¶customer mania· . 16 . Pizza Hut has successfully used the high/low pricing strategy when setting the retail price of its products.

and either leave with the order or eat at the restaurant. 17 . They are also distributing door to door brochures to capture more and more customers. and encourage repeat or greater usage by current customers. The direct channel is successful when there is an extremely large market that is geographically dispersed. and the order is delivered to the customer's home. stimulate demand. This promotion is also distributed mainly by mail (VIP members).PROMOTION The objectives of promotion are to introduce a new product. Apart from this Pizza Hut is using intense marketing strategies they are also giving ads in magazines. and order without having to disclose any credit card numbers. These are the strategies Pizza hut is using for its marketing. Customers all over the country will be able to order "The Extreme" by one of the three distribution methods. The direct channel is also useful when there are a large number of buyers. Customers can go to the nearest Pizza Hut. Pizza hut uses many promotional strategies. change the short-term behavior of the customers. They are using billboards on main stream places to get there customer. Advertising camping will creates awareness of the products in our target markets. The third method of distribution is! online ordering. Another method of distribution is for customers to dine-in. download any special coupons. The main promotion is a coupon to purchase. and sandwiches in a fun. place an order. family atmosphere. Customers can now go on the Internet and place an order. Customers can call Pizza Hut ahead of time. DISTRIBUTION The type of distribution channel used by Pizza Hut is the direct channel. Pizza Hut uses three different methods of selling its products directly to the market. One of Pizza Hut's largest competitive advantages is its restaurant style facility. but also by fliers on college campuses around the country in order to reach the target market. salads. Pizza huts also using marketing techniques. Pizza Hut offers a clean place to sit down and enjoy the variety of pizzas. The market coverage for "The Extreme" will be nationwide. The first method of distribution used by Pizza Hut is delivery. This method is useful because it allows customers to view the entire menu. but a small amount purchased by each. Pizza huts try's to attract the younger generation as their main market segment. place an order.

Since the communication is the most important factor between the customer and employee because the whole process is depended on giving the orders for food. The only factor they were considering on the communication skills. that is. 18 . and pizza hut always try to upgrade with changing envierment and modernization is key of success of the pizza hut. PHYSICAL EVIDENCE The ambience of the pizza hut is good enough to catch up the people . all the employee is at the same level . we came to know the criteria of selection. PROCESS The design of the process of the pizza hut is very efficient . The Training is given for total 5 days.they provide a very good dining experience with high quality of atmosphere in terms of there physical evidence. how they communicate with the customers. After talking one of the employees in Pizza Hut. how to take orders and basically how to communicate with customers and make them happy by their services. For this the Management conducted the training process for the new employees. After this we it was confirmed that there is no proper requirement of the educational background. The girl was from west India. Out of 5 days. Also there is no specific requirement for recruiting process. they have 3 days for kitchen training and other 2 days in the main dining.PEOPLE Here the job design is not the most difficult task to do. she was only 10th passed out.pizza hut has a very prescribe and well known process by adopting various technology software which help them to upgrade their supply management and also manage their crowd of customer efficiently.pizza hut do not follow any kind of hierarchy .

SERVICE PROCESS 19 .

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www.co.in ‡ Books 1.pizzahut.in 4. www.google.in 2.REFRENCES ‡ Websites 1.pizzahut. Marketing planning & strategy-(Subhash C.images. Marketing management-(Philip Kotler) 2.co. www.com 3.co.google.org 5.Jain) 21 .wikipedia. www. www.

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