RESEARCH PROJECT REPORT TO STUDY THE

MARKETING STRATEGIES OF PIZZA HUT

SUBMITTED TO: SUBMITTED BY:
ALISHA KUMAR DISHA SOLANK
(ASSISTANT PROFESSOR) BBA 2ND YEAR
01096701720
 PIZZA HUT STORY

1958: The legacy of Pizza Hut began, when two college-aged brothers from Whichita, Kansas,
Frank and Dan Carney opens first Pizza Hut restaurant after borrowing $600 from their mother.
1959: Pizza Hut is incorporated in Kansas and the first franchise unit opens in Topeka, Kansas.
1968: International market entered with opening of Pizza Hut restaurant in Canada.
1969: Red roof adopted for restaurants.
1972: Pizza Hut, Inc. listed on New York Stock Exchange under the symbol PIZ.
1977: Pizza Hut, Inc. stockholders overwhelmingly approve merger with PepsiCo, Inc. for an
undisclosed sum.
1986:Delivery service, as a new concept, is initiated
SCENARIO
Pizza Hut is experiencing above average growth
and plans on expanding its operations 2-fold
Dine-in Sales
60%
Revenue
Home
Delivery
40%

Opportunity to
The home Understand the
develop and
delivery segment true market
capitalize on this
was more a potential of this
rapidly emerging
premium facility segment
segment
Research Methodology
Exploratory Research Descriptive Research
Phase Phase
• Develop a deeper • Test variables identified
understanding of the in the exploratory phase
research topic and • Get quantifiable
industry for our research responses
team • Test Hypothesis
• Understand consumers
tastes, preferences,
consideration factors
• Develop a hypothesis
• Identify important
variables
Dining Preference
60.0% 56.7%

50.0% 47.5%

40.0% 38.8%
34.3%

30.0%

20.0%
13.8%
9.0%
10.0%

0.0%
Dining out Home Delivery Both
Male 56.7% 9.0% 34.3%
Female 38.8% 13.8% 47.5%

•Majority of the males prefer Dining out

•Females opt for Home delivery rather than dining out
How are aware about pizza hut
Particulars No. of Respondents Percentage
TV Ads 33 33%
Existing customers 21 21%

Magazines 24 24%

Friends 12 12%
Internet 10 10%
Total 100 100%
Table no .2
35
30
25
20
15
10
5
0
tv ads existing magzines friends internet
customers
Series 1 Series 2 Column1
 findings
Examination”from the above survey shows that 33% of the respondents came toknow about Pizza Hut. through
TV promotions, 24% of the respondents through magazines, 21% of the respondents through the current clients
and 12% of respondents from companions, 10% of respondents through web. The above chart clarified
that dominant part of respondents are TV promotions and Magazines.”
Conclusion

• Reduce”the menucosts;it is unreasonably costly for a middle class Indian.”

• Middle”class shapes the most extreme populace of India and thus
decreasingthe expenses of pizza canbuild the versatility of interest
extraordinarily”
• Invariably”there are no limits, or limits whenever offeredare less. In
this manner Pizza hut should offer more limits to tap more clients”
• Their”reachis less whencontrastedwith Dominos (as theyhave just
premium eateries) which denies far awayclients from having Pizza Huts
experience. Consequently they should build their essence.”