Phan Tich 7p Cua Pizza 4ps

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Phân tích 7P của Pizza 4P's
Marketing Service (Trường Đại học Tài chính - Marketing)
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MINISTRY OF FINANCE
UNIVERSITY OF FINANCE – MARKETING
FACULTY OF MARKETING
SERVICE MARKETING
Code: 2021702052705
FINAL EXAM
ANALYSIS FOR MARKETING STRATEGY OF

PIZZA 4P’S RESTAURANT SERVICE
Class: CLC_19DMA05
Team’s members names and IDs: Phạm Thảo Nguyên - 1921005570
Đoàn Vân Nhi - 1921005580
Phạm Ngô Đăng Khoa -1921005469
Trương Đặng Ngọc Linh - 1921005506
Nguyễn Thị Thu Trang – 1921005729
Huỳnh Anh Tuấn - 1921005749
Ho Chi Minh, 2021

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TEACHER COMMENT
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TABLE OF CONTENTS
TEACHER COMMENT .................................................................................................................. i
TABLE OF CONTENTS ................................................................................................................ ii
LIST OF FIGURES ......................................................................................................................... v
LIST OF TABLE ........................................................................................................................... vi
Section 1. Introduction .................................................................................................................. 1
1.1 Objective of ours study .......................................................................................................... 1
1.2 Report flow ............................................................................................................................ 1
1.3 Introduce ................................................................................................................................ 2
1.4 Core values ............................................................................................................................ 3
1.5 Vision and mission ................................................................................................................ 3
Section 2. Market & Competitors Analysis ................................................................................ 4
2.1 Market situation ..................................................................................................................... 4
2.2 Competitors ........................................................................................................................... 5
Section 3. Target customers analysis & Positioning Strategy ................................................. 12
3.1 Targeting .............................................................................................................................. 12
3.2 Consumer Behavior ............................................................................................................. 13
3.2.1 Need arousal ............................................................................................................ 13
3.2.2 Information search ................................................................................................... 13
3.2.3 Evaluation of alternative solutions .......................................................................... 13
3.2.4 Purchase decision .................................................................................................... 15
3.3 Encounter stage.................................................................................................................... 15
3.4 Post – encounter purchase ................................................................................................... 16
Section 4. Analyzing the Marketing Mix (7Ps) Strategies ....................................................... 18
4.1 Services Product strategy..................................................................................................... 18
4.1.1 Characteristics of restaurant service at Pizza 4P's.................................................. 18
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4.1.2 Core product ............................................................................................................ 19
4.1.3 Supplementary service.............................................................................................. 22
4.1.4 Branding Strategies for Service ............................................................................... 25
4.2. Pricing strategy ................................................................................................................... 25
4.2.1 Cost-based pricing ................................................................................................... 27
4.2.2 Value-based pricing (Customer-based pricing) ....................................................... 28
4.2.3 Competitor-based pricing ........................................................................................ 29
4.3. Distribution strategy ........................................................................................................... 29
4.3.1 Distribution channel system ..................................................................................... 30
4.3.2 Distribution intermediaries ...................................................................................... 31
4.3.3 Distribution strategy ................................................................................................ 33
4.4. Promotion strategy.............................................................................................................. 34
4.4.1 Who - Target audience ............................................................................................. 34
4.4.2 What - The message to convey ................................................................................. 34
4.4.3 How - Through a variety of communications channels............................................ 35
4.4.4 Where & When ......................................................................................................... 44
4.5 Service processes management ........................................................................................... 44
4.5.1 Service processes...................................................................................................... 44
4.5.2 Customers as co-producer ....................................................................................... 50
4.6 Physical evidences management ......................................................................................... 50
4.6.1 The Servicescapes Model ......................................................................................... 50
4.6.2 Behavior Consequences of Affect ............................................................................. 50
4.6.3 Internal responses of customers ............................................................................... 51
4.6.4 Envinronmental dimensions ..................................................................................... 52
4.6.5 Put it together ........................................................................................................... 55
4.7 People management ............................................................................................................. 56
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4.7.1 Service Personnel as a Source of Customer Loyalty and Competitive Advantage .. 56
4.7.2 The Frontline in Low-Contact Services ................................................................... 57
4.7.3 Emotional Labor ...................................................................................................... 57
4.7.4 From the Cycle of Mediocrity to the Cycle of Success ............................................. 58
4.7.5 Human Resources Manament – How to Get It Right ............................................... 62
4.7.6 Service Leadership and Culture ............................................................................... 66
Section 5. Evaluation & recommendation................................................................................. 68
5.1 Services Product strategy..................................................................................................... 68
5.2 Pricing strategy .................................................................................................................... 68
5.3 Distribution strategy ............................................................................................................ 69
5.4 Promotion strategy............................................................................................................... 69
5.5 Service processes management ........................................................................................... 70
5.6 Physical evidences management ......................................................................................... 71
5.7 People management ............................................................................................................. 74
Conclusion .................................................................................................................................... 75
List of References & Originality ................................................................................................ 77
Appendices ................................................................................................................................... 80
Report plagiarism........................................................................................................................ 81
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LIST OF FIGURES
Figure 1.1: Logo of Pizza 4P’s ........................................................................................................ 2
Figure 3.2: Factors which Vietnamese people care about when they choose eating outside ........ 13
Figure 3.3: Positioning map of Pizza 4P's ..................................................................................... 16
Figure 4.4: A picture of Pizza 4P's product ................................................................................... 21
Figure 4.5: Logo of 4P's services .................................................................................................. 25
Figure 4.6: Menu of Pizza 4P's ..................................................................................................... 26
Figure 4.7: Menu of Pizza 4P's ..................................................................................................... 26
Figure 4.8: Operation Process and Utilities of AhaMove ............................................................. 31
Figure 4.9: Operation Process and Utilities of AhaMove ............................................................. 32
Figure 4.10: Operation Process and Utilities of AhaMove ........................................................... 32
Figure 4.11: Happy Hour Campaign picture ................................................................................. 39
Figure 4.12: Pizza 4P's website ..................................................................................................... 40
Figure 4.13: Act 1: Prologue and Introductory Scenes ................................................................. 45
Figure 4.14: Act 2: Delivery of the core product .......................................................................... 47
Figure 4.15: Act 3: The drama concludes ..................................................................................... 48
Figure 4.16: Act 3: The drama concludes ..................................................................................... 49
Figure 4.17: Pizza 4P's Layout and Interior .................................................................................. 53
Figure 4.18: Pizza 4P's Layout and Interior .................................................................................. 53
Figure 4.19: Signs, Symbols, and Artifacts ................................................................................... 54
Figure 4.23: Pizza 4P's Employee ................................................................................................. 56
Figure 4.24: Pizza 4P's Employee ................................................................................................. 57
Figure 4.25: Cycle of Mediocrity .................................................................................................. 58

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Figure 4.26: Cycle of Mediocrity Features ................................................................................... 59
Figure 4.27: Cycle of Success ....................................................................................................... 59
Figure 4.28: Pizza 4P's Recruitment Claim ................................................................................... 61
Figure 4.29: The Service Talent Cycle.......................................................................................... 63
Figure 4.30: Yosuke Masuko and Sanae Takasugi - Founder of Pizza 4P's ................................. 66
Figure 5.31: Evidence from the comments or reviews on review websites .................................. 71
Figure 5.36: Employee Retention in The Past 2 Years ................................................................. 74
LIST OF TABLE
Table 2.1: Competitors of Pizza 4P's .............................................................................................. 5
Table 4.2: Pricing strategy of Pizza 4P's and Competitors ........................................................... 27
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Section 1. Introduction
1.1 Objective of ours study
As a branch of the fast food business, the revenue of pizza and burger chains has continuously
increased in recent years. In terms of scale, this restaurant chain is still behind the fried chicken
chains, but the growth rate is much higher.
In 2019, the Pizza Hut chain achieved a revenue of VND 749 billion, while The Pizza Company
achieved more than VND 617 billion, up 21.8% and 24% compared to 2018. Considered "later
born, late born" in this group, but Pizza 4P’s also continued to close the gap when recording
revenue of nearly 570 billion dong, up 34%.
Pizza easily wins the hearts of customers thanks to the main ingredient made from wheat flour,
similar to bread, which is familiar to the taste of Vietnamese people. In a report three years ago,
Euromonitor once valued the pizza market in Vietnam with a scale of nearly $120 million.
Therefore, our team chose to analyze the Marketing Mix activities of Pizza 4P’s's restaurant
service of Pizza 4P’s Joint Stock Company.
For the purpose of mentioning and analyzing the problems in the implementation of Pizza 4P's
Marketing strategy to be able to offer, analyze and clarify how the restaurant has built its brand,
built its position and approached than with customers. In this report, we apply the knowledge we
have learned to analyze the 7P marketing mix strategy of Pizza 4P's restaurant and offer
suggestions and solutions to improve marketing activities.
1.2 Report flow
Section 1: Introduction - We will introduce the Pizza 4P’s company, study objectives and report
flow.
Section 2: Market & Competitors Analysis - We will Analyze the current market situation for the
service and identify the competitors of Pizza 4P’s.
Section 3: Target customers analysis & Positioning Strategy - We will identify the target customers
of the company and describe some of target customers' relevant behaviors and identify positioning
strategy of Pizza 4P’s.
Section 4: Analyzing the Marketing Mix (7Ps) Strategies - we will analyze the Marketing Mix
(7Ps) Strategies of Pizza 4P’s

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Section 5: Evaluation & recommendation - We will evaluate each 7P’s of the company and
recommend for the improvement.
Then, we will conduct the conclusion of Pizza 4P's marketing-mix 7P strategy.
1.3 Introduce
Figure 1.1: Logo of Pizza 4P’s
4P's operates in four areas: restaurants, cheese production, cheese wholesale, and dairy retail. With
the main business is Pizza 4P's.
The founder of Pizza 4P's chain is Masuko Yosuke. After graduating from university, Masuko
worked for a trading company, then managed for the famous investment fund Cyber Agent. After
quitting his job, in 2011 he opened the first Pizza 4P's store in Ho Chi Minh with an initial capital
of 100,000 USD.
In the middle of May 2019, Pizza 4P's restaurant chain completed receiving investment capital
from Mekong Capital's fund, marking a new stage after 8 years of starting a business in Vietnam.
Previously, Pizza 4P's had received capital from Seedcom, a start-up investment fund chaired by
Mr. Dinh Anh Huan, former Co-Founder of Mobile World (MWG). In addition, Pizza 4P's also
received capital from Chikaranomoto (who owns the Ippudo ramen restaurant chain in Japan) and
Locotto.
At the time of 2017, when there were only 7 stores, Pizza 4P's was valued at about 20 million
USD. As of April 2020, there are a total of 26 restaurants. The main restaurant is Pizza 4P's, with
20 stores (including vending carts) in Vietnam.
Besides doing business at Pizza 4P's, 4P's also produces its own cheese to sell at stores and online
stores as well as to supply 5-star hotels, restaurants... Initially, the factory mainly produces
mozzarella cheese to supply the restaurant, but until now the scale has grown to 8 types of cheese,
and also produces other dairy products such as yogurt, cakes puddings, etc.

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Pizza 4P's Online Store was established after realizing the increasing demand for clean food from
customers, providing them with quality products, improving their health.
1.4 Core values

The name 4P's means "For Peace" - Peace pervades the world. The idea of "Peace" means living
happily and actively living in peace. The brand and logo of 4P's embodies the desire to always
bring rich experiences to help each guest entering their world reap something positive and exciting.
Its culinary experiences that make the heart dance and spread positive energy. Every guest when
leaving has a positive feeling, even if it's just a little.
Pizza 4P's understands that, delicious is only the minimum requirement of a dish, customers will
smile more and be more satisfied when the dish is both safe and healthy. That's why 4P's put the
idea of "Farm to table" into practice. “Farm to table” has become the core value that helps dishes
at Pizza 4P’s receive 10 points of trust from diners.
1.5 Vision and mission
Pizza 4P’s vision: “Make the World Smile for Peace” – Bring a peaceful smile to the world”. Pizza
4P's ambition is not simply "A great Pizza restaurant". More than quality products, Pizza 4P's also
wants to help customers feel joy and happiness through positive energy from its members. By
spreading smiles, Pizza 4P's hopes to make an impact to change the world."
Pizza 4P’s mission: “Delivering Wow, Sharing Happiness” – Bringing “Wow”, Sharing
Happiness. It describes a delightful surprise, an experience that can make your heart dance, an
abundance of positive energy and an uplifting spirit. That excitement and positive energy is what
it is a big step to the feeling of "Happiness". By "sharing" that with many people, Pizza 4P's
believes that happiness will spread and fill the world… The result of "Delivering Wow, Sharing
Happiness" is a smile. . To be able to bring happiness to customers, 4P's believes that bringing
happiness to employees working at the Company is also very important.
4P's has spent a lot of effort to bring the restaurant with a pleasant dining space, customers always
feel comfortable, come and want to stay forever. The guideline for all activities of Pizza 4p's is
"Omotenashi", which means the spirit of welcoming guests with all your heart, showing the
hospitality of the Japanese people. Omotenashi embodies a thoughtful way of thinking about the
customer rather than simply completing the task.

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Section 2. Market & Competitors Analysis

2.1 Market situation
Vietnam has more than 100 million people, most of which are young 60% under 35 years old and
GDP has grown steadily at over 6%, per capita income has grown steadily over the past 10 years
and reached 2,200 USD last year. Vietnam is an attractive market for fast food business groups.
According to statistics of the Ministry of Industry and Trade, in the past 8 years, this agency has
licensed nearly 150 foreign brands and brands to Vietnam. In which, the restaurant sector accounts
for the largest proportion, with more than 43%, including more than 40 brands of fast-food
restaurants, cakes, coffee, beverages, restaurants, hot pot... According to the data According to
market research, the fast food industry in Vietnam is still growing at double digits and this makes
this industry even more attractive to domestic and foreign investors who want to participate in the
market. The competition is getting more and fiercer, from location to human resources and
branding, to dominate market share.
This strong competition is probably one of the factors that led to some restaurants closing in recent
times. However, this is also normal in business and each brand will balance itself in its business
strategy to operate effectively.
In a recent survey, up to 80% of respondents have ever used a food delivery service, which proves
that the market's demand is very large for this type of service. Technology is also changing the
way customers make purchases, such as online or mobile purchases, cashless payments, and e-
wallets.
Currently, in addition to foreign fast-food brands that have been operating for many years such as
Pizza Hut, KFC, Lotteria, etc., Vietnam's fast food market is quite active. The emergence of
domestic fast food brands, as well as other foreign investors entering the Vietnamese market,
makes Vietnam's fast food market increasingly diverse and diverse.
Vietnam is a developing country, on the way to integrate with the world, is importing Western
cultural features, and is the latest cultural trend in the field of cuisine. Pizza 4P’s officially entered
the Vietnamese market in 2011, in the context that Vietnam's fast food industry is still new. Today,
with the economic development, the fast-food industry tends to grow faster in the Vietnamese
market, especially after the covid epidemic.

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Famous for being a busy pizza restaurant chain and not taking home delivery to preserve the unique
experience of dining out, Pizza 4P's eventually had to change to adapt to the reality of the food
delivery chain
2.2 Competitors
Regarding competitors in the field of pizza restaurants, there are many competitors in which there
are 3 big competitors that have the most similarities with 4P's:
Table 2.1: Competitors of Pizza 4P's
STRATEGY Pizza buzza Pizza hut Domino
Product Core Product: The Core Product: The most Core Product:
dishes at Buzza Pizza recognizable feature of Domino's is widely
are kept the original Pizza Hut is the pizzas known for its fresh and
Italian flavor but still with very good quality quality pizzas. Food
make Vietnamese and a variety of sizes and product containers are
people excited. This types. Most people love specially designed to
pizza is Italian because the variety of flavors they keep things fresh and
the recipe is have. hot. The products
completely like a offered are both
Information:
traditional pizza, with vegetarian and non-
Information about menus,
tomato sauce, vegetarian.
addresses, food prices,
mozzarella cheese but
promotions, or contact Information:
full of Vietnamese
information is posted on Menu information,
flavor thanks to the
the restaurant's website addresses, food prices,
chicken, onion, and
and main fan page. promotions or contact
garlic. There are also a
information are all
variety of cakes up to Order-Taking:
posted on the
14 types. Customers can come to
restaurant's website and
Information: the restaurant to order
main fanpage. In
immediately or at the
Information about particular, Domino also
place and then come the
menus, addresses, or has an order tracking
next day or make an
dishes is posted on section that is highly
appointment in advance

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channels such as the via the website or call appreciated by many

website, fan page, directly. Accompanying customers.
hotline, etc. of the Pizza Hut is Pizza Hut
Order-Taking:
restaurant. Delivery, like Dominos,
Like the other two
focusing on Deliver
Order-Taking: companies, customers
pizzas to customers'
Customers have the can come to the
homes.
right to request restaurant to order
immediate use or make Billing: immediately or at the
a reservation, make an Pizza Hut's invoice and place and then come the
appointment in payment process is very next day or make an
advance. Can book via quick and has enough appointment in advance
website or call directly. specific information on via the website or call
the bill. directly. Domino's also
Billing:
focuses on delivering
Invoicing service Payment:
pizzas to customers'
process. A standard Currently, Pizza Hut has 4
homes.
invoice must include popular forms of
customer information, payment: cash or via bank Billing:
time and location of card, ATM, and momo e- Domino always
service, and details of wallet. There are also carefully checks the
charges. vouchers, coupons... information before
continuously for issuing the bill and waits
Payment:
customers for the customer to
Currently, Buzza has 2
check it again to make
popular forms of Consultation:
sure there are no errors.
payment: cash or bank Staff will enthusiastically
card. There are also support customers to Payment:
vouchers, coupons... know the available dishes Domino also follows the
and advise on choosing times of having more
Consultation:
the right dish according to forms of payment by e-
Before deciding to
the customer's wishes. wallet, bank card
choose a dish,
besides paying cash.
customers will be Hospitality:
suggested by the staff consultation

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to choose which dish The staff is always The staff will give the
suits their needs. welcoming, smiling, and menu and introduce
Hospitality: welcoming guests in a each dish, the best seller
Staff is extremely well friendly way, creating a to customers.

trained and show very close feeling Hospitality:
hospitality and warmth Safekeeping: Entering Domino's, you
in welcoming The restaurant has a will definitely feel the
customers. security guard and an luxurious but close
Safekeeping: extremely safe parking atmosphere by the eye-
The restaurant has a area for customers. catching colors and
security guard and an bright smiles of the staff.
Exceptions:
extremely safe parking
Pizza Hut always cares Safekeeping:
area for customers.
about the customer's The restaurant has a
Exceptions: feelings, so if there is a security guard and an
staff is always flexible bad influence, it will extremely safe parking
to handle problems or immediately take area for customers.
special requests from measures to solve the
Exceptions:
customers. Depending problem and recreate the
To ensure that
on the situation, the sympathy.
customers are always
staff will offer a
satisfied with the service
satisfactory solution
that Domino provides,
the restaurant always
has a customer survey
campaign to see if there
are any suggestions on
what is not good to
improve.

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Pricing The food at Buzza With excellent food taste, Dominos has introduced
always has a Pizza Hut boldly priced a unified and consistent
reasonable price and is products quite high pricing policy.
not too high or, more compared to many rival Domino's Pizza always
specifically, much brands. adheres to the low price
lower than other strategy, the product
competitors, but the price is always lower
quality of the food is prices than competitors
extremely guaranteed (Pizza Hut), and to
and high-class, which match the spending
attracts a lot of real power of Consumers
people. guest. Show This keeps the basic
that Buzza's direction price under control and
is to penetrate the helps the company
market to get as much attract customers.
market share as
possible.
Promotion When booking online In Pizza Hut's Marketing To promote its food
at Buzza Pizza Mix 7p strategy, the products, Dominos
restaurants in Ho Chi promotion is developed always introduces new
Minh City, you will wisely and achieves a programs and offers to
receive attractive rapid promotion effect. maintain customer
incentives such as 30% The company has created attraction. Home
discount or food many attractive and delivery is always free.
combo discount or outstanding promotional Sometimes the company
other promotions when campaigns such as: offers a 50% discount on
ordering delivery. It Buy 1 get 1 free or the second pizza. At
can be seen that Buzza discount special other times, the
on
always promotes occasions. company introduces
promotions the most. programs such as a free
In addition, the company's
mini pizza on a large
marketing team does not
pizza

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forget to implement
marketing strategies
corresponding to each
distinct culture.
For example, in Vietnam,

at every Mid-Autumn
Festival, Pizza Hut
always aims at the image
of a year-end reunion
pizza in a Vietnamese
family. Western flavor
but imbued with
Vietnamese cultural
identity has stimulated the
curiosity of many
customers.
Distribution The restaurant is Pizza Hut always chooses One of the most popular
always located in a the most beautiful methods of eating pizza
central location, easy locations in any region is to dine at a Dominos
to find, and not in a around the world. In store. Dominos has
place where there are Vietnam too, always in a many stores in very
many cars passing by, central, beautiful, and good locations. Most
so it attracts a lot of convenient location. shopping centers and
customers to eat more main streets have
often. Domino's pizzerias.
Process At Buzza Pizza, the The process of creating Management, delivery,

cakes are made dishes at Pizza Hut and operation processes
according to the strictly complies with are always improved to
traditional standard food safety and hygiene suit the development
process. Serve hot at regulations. When the requirements of society.
the table with pure order is placed, the pizza In particular, Domino's

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dipping sauce will be immediately made Pizza launched a

guaranteed to satisfy and served hot with the delivery tracking
any diners desire to give customers program on Facebook,
the best experience.. whereby customers and
their friends can know
the exact process, time,
and exact delivery time
after delivery. customer
order.
In addition, due to the

current covid epidemic,
Domino has an
extremely interesting
"1-touch" delivery
process and ensures the
principle of 5k
Physical Large area, decorated Pizza Hut's storage space Currently, with the
evidence according to the is invested and built very redesign of the store in
outside architecture carefully. Seating and the style of Pizza
like a castle, going dining table create Theater, customers can
inside the restaurant is comfort when dining, observe the staff's
decorated in Italian private but not cramped, baking process and
style from paintings to giving the feeling of operations right at the
utensils. The enjoying food at a store.
atmosphere is luxurious restaurant.
luxurious and the Besides, the knife, fork,
service is attentive and and scissors of the
gentle from the staff. restaurant. Pizza Hut is
In addition, customers also selected from high-

can also watch the end goods. Not to
baking process directly mention customers also
experience eating pizzas
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from the bakery on the from pans that fit their

ground floor. plates, bringing a very
interesting feeling.
People Staff is always Service staff brings great Domino's Pizza

interested in sympathy to customers. In employees use basic
customers, asking if particular, any customer training following
customers need who rings the bell to go Domino's Pizza
anything. Especially out in front of the door standards in the US to
will always support will receive a thank you take full advantage of
customers in the fastest note from the service local cultural knowledge
way by estimating staff. and maintain Domino's
what they need. Pizza business culture.
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Section 3. Target customers analysis & Positioning Strategy

3.1 Targeting
Pizza 4P’s is aimed at consumers aged 18 years and over, living and working in big cities such as
Ho Chi Minh, Hanoi, Da Nang, Hai Phong. This is a group of people who have a hobby of meeting
friends, meeting business partners, mostly students or people with stable incomes, occupations in
general, or maybe couples, or families. Family wants to have a cozy dinner together at a restaurant.
Because the price of products at Pizza 4P’s ranges from 250,000 to 500,000 VND per serving,
Pizza 4P’s wants to target customers with average income - well over 7 million VND a month.
Pizza 4P's also regularly launches pizzas with unique and new flavors, that's why one of the groups
of people who have a modern lifestyle, like to try new things and enjoy life as well. is the audience
that Pizza 4P’s targets.
In addition, eating out is also becoming an essential part of modern life due to the increasing
demand for communication and meeting, with the spending level of Vietnamese consumers on
eating out increases depending on where they live. For that reason, Pizza 4P's is also aimed at
customers who love food, want to gather to eat and drink, enjoy outside dishes, ignore the chaos
of life, immerse themselves in meals and the joys of life cozy of Pizza 4P’s.
With the introduction of many cultures, the love for cheese is one of the leading reasons for
promoting foreign dishes such as Pizza 4P’s - which produces 8 types of cheese with different
flavors. Different businesses have helped businesses penetrate strongly into the Vietnamese
market. Pizza 4P's hits the taste of Vietnamese people who love cheese because the customer's
psychology will be stimulated by the simplicity and attractiveness of the dish, the good quality of
cheese will make consumers sympathetic and favorite, that will make them willing to pay for their
dish.
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Figure 3.2: Factors which Vietnamese people care about when they choose eating outside
3.2 Consumer Behavior
3.2.1 Need arousal
The decision to buy or use a service is triggered by a person’s or an organiztion’s un-derlying need
or need arousal.
People today often live in a socially integrated way, so when they see that everyone around them
tends to like to eat and experience the service at Pizza 4P’s, they will be curious to know what's
special there. Or when hunger strikes, what will people want to eat Pizza in an environment with
soft music, warm space, Vietnam is a developing country so the need to experience the service is
more than just simply eat full, so they will consider the need to experience the above sensations at
Pizza 4P’s.
3.2.2 Information search
Once a need or a problem has been recognized, customers are motivated to search for solutions to
satisfy the need.
Once they realize that Pizza 4P’s will meet some of their needs, they will find information through
social networks, advertising, experience reviews from friends, relatives even famous food bloggers
reputation, among countless different Pizza brands to compare and decide to choose.
3.2.3 Evaluation of alternative solutions
When faced with several alternatives, customers need to compare and evaluate the different service
offerings. Ease or difficulty of evaluating a product before purchase is a function of its attributes
where we distinguish between 3 types:
Search attributes: are tangible characteristics customers can evaluate before purchase.
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Consumers will specifically evaluate the taste of food, the nearest location, the support of Pizza
4P’s' services.
Experience attributes: are those that can not be evaluated before purchase.
This is the stage where the customer's experience is needed to evaluate the items that the customer
has referenced in the Search attributes step.
Credence attributes: Products characteristics that consumers find hard to evaluate even after
consumption are known as credence attributes
It is not an easy task for the customer because the customer is not a professional in the situation
that can indicate what clean food is, or whether the quality of food is healthy or not.
Perceived risks: is especially relevant for services that are difficult to evaluate before purchase and
consumption, and first-time users are likely to face greater uncertainty.
• Functional (unsatisfactory performance outcomes): Will the experience at Pizza 4P’s happen
the same way as I expected?
• Financial (monetary loss, unexpected costs): Will the price that Pizza 4P’s update on website
change compared to directly eating at restaurants?
• Temporal (consequences of delays): If I book the table on Pizza 4P’s website, will I have to
wait in line before entering the restaurants?
• Physical (personal comfort): How can I be sure that the atmosphere in Pizza 4P’s restaurants
like people reviewed?
• Psychological (personal emotions): Will the demeanor of staffs let me down?
• Social (how others think and react): What will my friends thinks of me if they known that I
eaten at Pizza 4P’s?
• Sensory (unwanted effects on any of the five senses): Will the toilet at Pizza 4P’s smell good?
Expectation: are formed during the search and decision – making process. Expectations can even
be situation – specific, expectation chang over time, and are influenced by supplier-controlled
factors – such as advertising, pricing, neww technologies and service innovation – as well as social
trends, advocacy by consumer organizations, and increased access to information through the
media and internet. Expectations embrace several elements, including desired, adequate, and
predicted service, zone of tolerance that falls between the desired and adequate services levels.
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• Desired service: It’s a wish for level – a combination of what customers believe can and should
be delivered in the context of their personal needs.
• Adequate service: The minimum level of services customers will accept without being
dissatisfied.
• Predicted service: it can also affected by service provider promises, word of mouth and past
experiences.
• Zone of tolerance: Performing too low causes frustration and dissatisfaction, whereas
exceeding the desired service level should surprise and delight customers. Another way of
looking at the zone of tolerance is to think of it as the range of service within which customers
don’t pay explicit attention to service performance
3.2.4 Purchase decision
After have consumers evaluated possible alternatives, by, for example, comparing the performance
of important attributes of competing service offerings; evaluate the perceived risk associated with
each offering; and developed their desired, adequate, and predicted service level expectations, they
are ready to select the option they like best.
In many instances however, purchase decisions involve trade - offs. Price often is a key factor.
Once a decision is made, the consumer is ready to move to the service encounter stage.
3.3 Encounter stage
This is the stage where, after deciding to buy, customers will experience the "core product" of the
service. First, the "moments of truth" metaphor shows the importance of effectively managing
touchpoints - - This is the stage where, after deciding to buy, customers will experience the "core
product" of the service. A second frame work, the high / low contact service model, helps us to
better understand the extent and nature of points of contact – this is the stage when customers
evaluate factors such as the interior and exterior of Pizza 4P’s, the presence and behavior of the
staff, in addition to the surrounding atmosphere, the presence of other customers.
A third concept, the service model, focus on the various types of interactions that together create
the customer's service experience – servuction system:
• Technical core: where inputs are processed and the elements of the services products are
created. This is an invisible stage that customers can't see, but if there is a delay in the order
process, make a wrong order, customers will be noticed about that and have bad impression
about Pizza 4P’s.
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• Service delivery system: where the final “assembly” takes place and the products delivered to
the customers.
Finally, the theater metaphor communicates effectively how one can look at "staging" service
performances to create the experience customers desire.
• Service facilities: Imagine service facilities as containing the stage on which the drama unfolds.
Sometimes the setting changes from one act to another.
• Personnel: The front - stage personnel are like the members of a cast, playing roles as actors
in a drama, and supported by a back - stage production team.
3.4 Post – encounter purchase
In evaluating service performance, customers can have expectations positively disconfirmed,

confirmed, or negative confirmation.
Unexpectedly high levels of performance, arousal, and positive affect are likely to lead to delight.
Figure 3.3: Positioning map of Pizza 4P's
Although it also chooses pizza as its main product, Pizza 4P’s positions itself as a fine-dining
restaurant chain instead of a fast food restaurant or pizzeria like other brands.
The total number of Pizza 4P’s restaurants so far is only 20, concentrated in four major cities,
compared with the scale of more than 90 stores of Pizza Hut and more than 70 stores of The Pizza
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Company. However, the revenue in 2019 of this chain still reached nearly VND 570 billion, only
25% and 8% behind the two leading chains. Its growth rate is comparable to The Pizza Company
and far exceeds Pizza Hut in recent years. In terms of profit, Pizza 4P’s also outperformed its
competitors. Pizza 4P’s has been profitable after 5 years of operation, and in the last two years,
this chain has made a profit of more than VND 50 billion.
To achieve today's success, the thing that really leaves an impression in the hearts of diners is the
cakes. Pizza 4P's is very well positioned on how to produce and launch its pizzas because at Pizza
4P's there is no concept of ready-made and reheated cakes. Everything is made on site - right after
the customer places an order. From mixing the dough, kneading the dough, to arranging the filling
and putting it in the brick oven. The cake when placed in front of the customer is always a cake
that has just come out of the oven for a minute or two, still fresh with the aroma of new dough.
The special thing about the pizza at 4P's compared to other stores is the Italian-style pizza baked
with wood in a terracotta oven. In particular, the pizza base must be kneaded by hand to achieve
the desired thickness. The taste of the food at Pizza 4P's combines two cuisines of Japan and Italy.
In addition, Pizza 4P's also produces its own cheese. The entire cheese-making process, from
cooking milk to pulling cheese at 4P's factory, is made entirely by hand, like the French tradition.
Besides product quality, service quality is also a highlight of Pizza 4P's compared to competitors.
With the motto "Delivering Wow, Sharing Happiness" and the style of the restaurant from Japan,
it has partly shown the attentive and enthusiastic service here. Delicious, creative dishes with stable
quality throughout the years, professional and welcoming service style at any time and diverse
space layout is one of the ways to be a business positioning and development for many years now.
One of the factors that keeps 4P's in the top of favorite restaurants in Saigon is encapsulated in two
words "sustainable". Pizza 4P's locates the restaurant model according to the "sustainable"
criterion and is formed from 3 areas: Sourcing, Social Contribution and Environmental Protection.
The vegetables and herbs grown at the restaurant are grown and nurtured entirely by organic
methods, bringing diners the freshest ingredients. The "social" nature of 4P's development into a
sustainable restaurant chain also lies in providing healthy meals with about 25% of 4P's appetizer
menu being vegetable dishes and the restaurant also There are many options for vegetarians. Pizza
4P's is also recognized as an environmentally friendly restaurant when besides using plastic straws,
furniture such as tables and chairs in the restaurant is also made from recycled materials.
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Section 4. Analyzing the Marketing Mix (7Ps) Strategies

4.1 Services Product strategy
4.1.1 Characteristics of restaurant service at Pizza 4P's
Relative Intangibility: Intangibility reflects the fact that customers rarely get real products as a
result of service activities. The result obtained with the customer is often a pleasant experience or
not. Pizza 4P's restaurant service is made up of many different factors, including intangible
elements that customers cannot see or feel before consuming the service such as: smell, taste of
the dish food, service attitude of the staff... only when they consume the service can they feel the
elements.
Simultaneousness between production and consumption: Customers will in fact decide the
production of food services. At Pizza 4P's, it is not possible to create a service without the input
of customers. Customers are both consumers and direct participants in the service production
process. Food service production is not done before the arrival of the customer.
The decisiveness of the human factor in the process of creating services: Food and beverage
services are provided by children to humans. This requires Pizza 4P's to pay more attention to the
selection, training, placement and compensation of employees to provide high quality service.
Perishability and non-storable: Due to the simultaneity of service production and consumption,
food service products cannot be stored and are easily damaged. The perishability and non-
storability of the food service caused the managers of Pizza 4P's to come up with measures to
smooth the demand by using price tools and other tools to attract customers in the future certain
time.
Difficulty in quality control: Due to the characteristics of the service that production and
consumption take place at the same time, customers cannot know in advance and check in advance
whether the service is good or not, but that can only be felt while the customer consumes the
service. Therefore, in order for customers to feel a part of good service, Pizza 4P's has focused on
investing in facilities, clean and beautiful space ... to create a comfortable feeling for customers.
Heterogeneity of service: Because customers want to be taken care of as separate people, food
service is often personalized and heterogeneous. It is difficult for restaurant services to provide
service standards to satisfy all customers in all circumstances because that satisfaction depends on
the perception and expectations of each customer.
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Non-transferability of ownership: for food service at Pizza 4P's, there is no ownership transfer
between the buyer and the seller, but the buyer is only buying the right to use the food service
process, not ownership creates that process.
Seasonality: Food and beverage services are relatively seasonal. At Pizza 4P’s stores during the
day, there are usually fewer customers because customers have to go to school and work. In the
evening will be the time frame with a lot of customers.
Immobility: Because Pizza 4P's is both a place of production and a place to provide services, the
food service is non-movable, customers who want to consume the service must go to Pizza's stores.
4P's to provide services.
Diversity, beautifully decorated dishes: For each type of service, customers have high
requirements for a particular service indicator. For the service at Pizza 4P's, customers have high
demands on the variety of beautiful decorations of the dishes.
Superficiality: It is the attitude and working style that each employee shows to the outside that
determines the customer's thoughts and feelings about the quality of customer service at the
restaurant, which has a significant influence on restaurant business performance.
Complexity: Pizza 4P's is a place where many customers gather with different needs and eating
habits, requiring employees to have the ability to communicate appropriately with each type of
customer, ensuring to satisfy all customers both customers. Therefore, the number of dishes and
drinks in the restaurant is also diverse, requiring staff to know and understand each dish, the sauce
/ accompanying food of each dish, which utensils are used for which dish to serve guest.
4.1.2 Core product
Restaurant services at Pizza 4P's provide dishes to meet the dining needs of diners and potential
customers.
What really leaves an impression on diners are the cakes. At Pizza 4P's, there is no concept of
ready-made cakes and then reheating. Everything is made on site - right after the customer places
an order. From mixing the dough, kneading the dough, to arranging the filling and putting it in the
brick oven. The cake when placed in front of the customer is always a cake that has just come out
of the oven for a minute or two, still fresh with the aroma of new dough.
The best thing that 4P's pizza can do is bring authentic delicious pizza to become popular in
Vietnam. Making diners satisfied with the taste of a delicious pizza in its own right, not a pizza
that puts on as many fatty toppings to be as eye-catching as possible. The special thing about the
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pizza at 4P's compared to other stores is that the Italian pizza is baked with wood in the earthenware
oven, this way the cake will be cooked in just 90 seconds. In particular, the pizza base must be
kneaded by hand to achieve the desired thickness. Pizza at 4P's follows the same process, pizza is
baked in a terracotta oven, so you can see a lot of scorch marks on the edges of the cake. The base
of the cake is thin, soft but spongy, when you bite into it, you will feel a little tough, but fragrant
with flour and wood smoke! Those are the perfect pizza bases we expect from Italian pizza.
About the taste of food at Pizza 4P's is considered to be harmonious and irresistible delicious. By
combining two moist backgrounds. One side is liberal and prosperous, the other side emphasizes
elegance and meticulousness. Putting those two elements on a pizza to the full is a shining highlight
that the chefs at 4P's can be proud of.
For Italian dishes like pizza, an important ingredient is cheese. However, on the first days of
opening, Pizza 4P's could not find any fresh mozzarella cheese in Vietnam other than imported
cheese. Therefore, in order to be able to "provide fresh, delicious, low-cost cheese", Pizza 4P's has
produced its own cheese. The whole cheese-making process, from cooking milk to pulling cheese
at 4P's factory, is made entirely by hand, like the French tradition, so the taste is more natural and
delicious than the commercially available ones. Regarding vegetables, fruits, and vegetables, 4P's
chooses very carefully, but the farm provides them with the freshest and safest organic agricultural
products, in accordance with the principle of the "from farm to tables" model - from farm to farm
camp to the table.
The dish associated with the name of Pizza 4P's is rich Burrata cheese, a combination of the crust
of fresh Mozzarella cheese and the inside is condensed cream and shredded cheese. This is a type
of cheese originating from Southern Italy, because this is a fresh cheese and has a very short shelf
life, so its price is not cheap. The attraction of Burrata is that the outer layer is fresh Mozzarella
membrane and the inner layer has the greasy mixture of curd and fresh cream.
Pizza at 4P's is a combination of Japanese and Italian tastes, featuring a thin base, thin filling and
lots of cheese in the Napoly style. Pizza Parma in the traditional Italian style, Pizza with 4 typical
flowers of Vietnam and Pizza Sashimi of Japan are the 3 most popular cakes, besides those only
on 4P's menu such as seaweed squid pizza, chicken pizza teriyaki, roasted pork with ginger…
Besides, Pizza 4P's also has special menus. Originating from one of the most iconic cuisines in the
world, Tartare is a famous French dish known for its special recipes. At Pizza 4P's, the chef creates
a Salmon Tartare from a combination of natural butter and salmon sashimi for a French-style dish
with a light taste and distinctive smooth texture.
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Pizza 4P's also regularly updates new dishes to meet the dining needs of many customers. Pizza
4P's often launches dishes with special combinations, seasonal dishes, dishes on holidays, big
events.... Some special dishes to serve the palate. Vietnamese people like “bun dau mam shrimp
pizza”, “La Vong fish cake pizza”… impress as well as arouse curiosity and interest from
customers.
Figure 4.4: A picture of Pizza 4P's product
Menu at Pizza 4P's:
1. Pizza at 4P's is divided into different types:
- Signature (Burrata with ham, Burrata Margherita with ham, Burrata with anchovies and
tomatoes)
- Classic Italian (Margherita, Ham Margherita, Margherita with Milano Sausage and Chorizo
Spicy Sausage)
- Original Cheese with homemade cheese (Salmon Sashimi, Salmon with miso cream sauce,
Seafood in Spicy Tomato Sauce with Smoked Cheese, Chicken with Teriyaki Sauce, Tandoori
Chicken Curry, Japanese Ginger Marinated Pork, Cheese Homemade Camembert Mai &
Mushroom Sauce, Squid & Sponge, Beef with Garlic Oil, Shrimp & Mayonnaise)
- Vegetarian (4 kinds of flowers, Eggplant Margherita, zucchini basil sauce, Mushroom Pizza)
- Original Dessert (Affogato pizza, apple pizza and vanilla ice cream, raspberry pizza and vanilla
ice cream).
2. Appetizer: 4P's Truffle Camembert, homemade cheeses, Petit Mozza Sushi by 4P's, Parma ham
with Ricotta cheese roll, stewed vegetables, mango ham roll, flavored olives, garlic pizza with
bean sauce chicken.
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3. Salad: Homemade Mozzarella and Da Lat tomato salad, Burrata cheese with ham and tropical
fruits, Burrata cheese salad with rocket leaves and tomatoes, greens salad with homemade sauce,
salad Shrimp with avocado and beans, baked vegetable salad with Mozzarella cheese, Da Lat's
Bagna Cauda vegetables.
4. Soup: Clam stew soup, tomato meatball soup.
5. Hot dishes: 4P's Fondue cheese, baked German potatoes, beef tongue stewed in wine and
mashed potatoes.
6. Spaghetti: Spaghetti with tomato sauce with Mascarpone cheese, Spaghetti with minced beef
and homemade smoked cheese, Spaghetti with egg cream sauce with Japanese-style Camembert
cheese, Spaghetti with flowers (anchovy sauce), pasta with clams and basil sauce, spaghetti with
cream sauce with crab and tomato sauce.
7. Dessert: Green Tea French Pudding, Cream Pudding, Homemade Tiramisu and Mascarpone
Cheesecake, Mango Verrine, Fruit Yogurt, Camembert Cream Cheese, 3 Flavors (Watermelon,
Passionfruit and Kiwi) , unbaked cheesecake, double cheesecake, lemon tart, soft Chocolate cake,
banana crepe with honey sauce.
Besides the quality of food that Pizza 4P's brings, what makes a good impression in the hearts of
customers is also thanks to the service here.
4.1.3 Supplementary service
a. Facilitating supplementary service

 Information
With the type of food service business in the restaurant, information is a very important factor.
Customers need to know all the information to meet their necessary needs about the service before
intending to use it. Understanding that, Pizza 4P's has established a system to provide detailed
information about its services such as detailed information about introduction, vision, core values
of the business... their service information: service schedule/hours; menu and associated prices,
locations of stores, contact phone numbers, how to reserve a table; online delivery, and 4P's
activities... through all means, from website to Facebook fanpage...
Transparent staff and service information will help answer and satisfy customers, making the
decision to buy and pay for products and services faster.
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 Billing
After the customer has finished using the service at Pizza 4P's, the staff will issue an invoice and
give it to the customer to check. Invoices will include customer information, time and location of
the service, and details of expenses.
 Payment
After using the service, the inevitable thing customers need to do is pay. Enterprises need to set up
the most optimal and diversified payment system to bring convenience and save time when paying
for their customers. Pizza 4P's also provides a variety of payment services for customers including
cash, card swipe, or electronic wallets like Momo...
In addition to the above basic services, businesses need to set up enhanced services to improve
customer experience, and show professionalism and differentiation from competitors.
b. Enhancing supplementary service

 Consultation
In order for the communication to take place in the best way, with the staff at Pizza 4P's being well
trained, they all have a good understanding of the food, understand the ingredients as well as know
the best-selling dishes favored by many customers. From there, they can make suggestions and
advice on dishes for customers to help customers have a satisfied experience.
 Hospitality
The quality of a company's Hospitality services plays an important role in determining customer
satisfaction.
The guideline for all activities of Pizza 4p's is "Omotenashi", which means the spirit of welcoming
guests with all your heart, showing the hospitality of the Japanese people. Omotenashi shows a
thoughtful way of thinking about the customer rather than simply completing the task, 'bringing
wow, sharing happiness'.
Pizza 4P's believes that the first impression that employees leave on customers is very important.
Every look, gesture and attitude of the staff affects the customers' feelings and thoughts about the
restaurant. Therefore, what employees need to do is to give customers a respect and affection
through a sincere smile and attentive attitude.
Pizza 4P's applies the 1 minute rule. Within 1 minute, employees are trained to combine 3 factors
to find the best service for customers: predict, recognize and operate.
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Right before entering the door, staff at the store will open the door, greet and lead customers to the
table. The attentiveness of the staff is also reflected in the fact that the pizza is always divided
equally based on the number of people eating at the table. While waiting for the food to be served,
the staff prepares the whole country and will pour it for customers while they are waiting. Or the
meticulous attention is also shown in the very small details such as the staff having to learn how
to sprinkle toppings and cheese so that each slice of cake is cut with a full range of toppings.
For chefs, who do not have direct contact with customers, show this care by paying attention to
the smallest detail of the dish.
Pizza 4P’s also does a very good job in this factor in that they design the space at the store very
clean, modern interior to create a feeling of relaxation, warmth and enjoyment for customers. Not
only that, the space of Pizza 4P's is always an open space. There, customers can witness first-hand
the chef's pizza making process, with the attention to detail and hospitality of the staff.
Pizza 4P's there will always be a customer's quality rating after each meal so that the restaurant
can further improve its products.
In addition, the waiting area of Pizza 4P's is also designed to be very airy and spacious, with
comfortable sofas that do not cause discomfort to customers.
Besides, the security guards are also very attentive and enthusiastic to support customers. This is
also said to be a plus point for the service at Pizza 4P's.
It is this service that helps create a thoughtful, sophisticated and high-class image in the customer's
mind.
 Safekeeping
Businesses should provide services to keep users and their assets safe so that customers have the
most comfort and peace of mind when using the service.
Pizza 4P's also realizes this and they provide free parking for customers, arrange security guards
to keep cars, and personal belongings for customers.
 Exceptions
With Pizza 4P's, they did not miss this important element in their service model. This is reflected
in the fact that Pizza 4P's has expanded its dish to be vegetarian pizza to serve some customers
with exceptional needs.
Pizza 4P’s will gladly deal with customer complaints about the dish. If the dish has a problem or
error, pizza 4P’s will provide a new dish to the customer.
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In the case of service quality issues, internal staff will assist customers and will try to resolve as
much as possible.
4.1.4 Branding Strategies for Service
Besides Pizza, another brand operating under the 4P's brand is Box 4P's - an online food sales
channel. Box 4P's sells about 400 food products, of which 70 are manufactured by Pizza 4P's. To
improve, Box 4P's model has been converted into Pizza 4P's Online Store. With Pizza 4P's Online
Store, providing customers with quality products, improving health. Since then, 4P's hopes to see
more smiles on consumers' faces and fill the world with peace.
From there, we can see that the brand strategy that 4P's uses is Branded House. Since Box 4P's
changed to Pizza 4P's online, the brand of Pizza 4P's online has reused the logo of the main brand,
which is Pizza 4P's restaurant. And the naming of the new brand also retains the word Pizza 4P's
and only adds the word "online" to make it easier for customers to identify and still bring the
features and attributes from the main brand's services.
Figure 4.5: Logo of 4P's services
4.2. Pricing strategy

A viable service requires a business model that enables cost recovery and profitability through
delivery, implementation of revenue strategies, and pricing. However, the pricing of services is
complicated. For Pizza 4P's, the business deploys a combination of different pricing methods and
pricing strategies to optimize revenue and bring value and benefits in line with the prices that
customers spend.
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Prices at Pizza 4P's are as follows:
Figure 4.6: Menu of Pizza 4P's
Figure 4.7: Menu of Pizza 4P's
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The target customers that Pizza 4P's is targeting is a group of customers with average income is
good or higher. Therefore, it can be seen that the prices of products fluctuate at an above-average
level, specifically:
Table 4.2: Pricing strategy of Pizza 4P's and Competitors
Unit: VND
Course Pizza 4P’s Al’s Fresco Pasta Paradise Pizza Buzza
Appetizer 50.000-200.000 80.000-160.000 / 150.000-200.000
Main course 150.000-400.000 150.000-350.000 80.000-250.000 150.000-850.000
Mide dish 40.000-80.000 100.000-150.000 30.000-100.000 70.000-170.000
Dessert 40.000-150.000 / / 50.000-60.000
40.000-150.000 30.000-70.000 45.000-95.000

Drink 18.000-35.000
(per glass) (per glass) (per glass)
When providing products and services, the biggest challenge for Pizza 4P's is to create products
that are suitable for customers' ability to pay but still ensure the purpose of optimizing the
business's revenue. Therefore, in order to set a reasonable price, Pizza 4P's considered a price
proposal based on 3 factors:
- Cost-based pricing
- Value-based pricing (Customer-based pricing)
- Competition-based pricing
4.2.1 Cost-based pricing
Every product needs a certain cost to create it. However, for the type of service, cost measurement
becomes more complicated due to the intangible characteristic of the service. Therefore, to easily
measure the costs, Pizza 4P's uses a measurement method based on Activity-based costing (ABC
management system), which approaches each step in the service delivery process and provides
cost statistics of each step.
Currently, the cost of outsourced services is increasing, the price of imported products is high,
which has a great impact on the price of services and products. In order to have a reasonable and
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competitive price in the market, Pizza 4P's always tries to reduce input costs such as production
costs and transportation costs by: self-producing dairy ingredients such as cheese, building a
partnership with Thien Sinh farm – to ensure fresh fruit and vegetable products at low prices.
Thereby, reducing production costs but still ensuring product and service quality.
4.2.2 Value-based pricing (Customer-based pricing)
With the target of spreading happiness and positive energy through its services, Pizza 4P's focuses
most on pricing strategy based on product value and customer perception. Especially when
targeting the group of medium-high-end customers. Customers at Pizza 4P's not only want
delicious and safe products, but also require accompanying services of a certain value, so they are
also willing to pay more for products/service that they think is worthy of what that product/service
brings.
Pizza 4P's brings more value than just a product to satisfy consumers' eating problems by
conveying product messages through service delivery. Pizza 4P's pricing strategy also revolves
around the perceived value of customers, based on:
Net Value = Perceived Benefit – All Perceived Cost
Perceived Benefit of Pizza 4P’s
The values that Pizza 4P's bring to consumers:
- Applying environmentally friendly production processes, minimizing negative impacts on the

environment. Using ingredients grown from the farm, natural, no chemicals. Thien Sinh Farm -
Pizza 4P's partner uses a completely natural growing process, without the use of pesticides and
chemical fertilizers. In addition, the farm aims at a production model to ensure the safety of the
staff at the farm, the people in the village, and the customers using the product. Building production
processes that protect consumers and protect the environment.
- Handcrafted cheese production, delicious and safe. Pizza 4P's does not import cheese but makes
handmade cheese products, special flavors only available at Pizza 4P's such as: Burrata cheese -
greasy, tender, buttery, Mozzarella cheese - milky taste, soft,... provides many nutrients.
- Professional and fast support services: booking advice via website or phone number, fast
delivery, convenient and diverse payment services, event support for customers...
- Services enhanced with attentiveness: enthusiastic consultants, embodying the spirit of

"Omotenashi" of Japan, or devotion shown through the thoughtful actions of staff.
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- The space is warm and luxurious but does not cause discomfort for customers. Interesting features
such as the design of the waiting area, the dining tables with a view of the kitchen space... also
create an interesting feeling for consumers.
4.2.3 Competitor-based pricing
For businesses dealing in similar products/services, if consumers don't see the difference in value
between products and services, they will tend to choose what is the cheapest for them. Price
competition increases when:
- An increasing number of competitors.
- An increasing number of substituting offers.
- A wider distribution of competitors and/ or substituting offers
- An increasing surplus capacity in the industry.
In the case of Pizza 4P's, based on Table 2, it can be seen that Pizza 4P's products are priced higher
than competitors. This difference comes from the total value that Pizza 4P's products and services
bring more than competitors, thanks to the enhancement of the perceived value of customers. That
shows, Pizza 4P's has used the quality of products and services to commit to the values that
customers can receive. However, it is still necessary to collect information about competitors'
prices, so that Pizza 4P's can compare its pricing strategy and make appropriate changes.
4.3. Distribution strategy
The target of companies when producing and doing business is towards the consumption of
products by consumers. Therefore, in order to help consumers easily consume and use their
products/services, businesses need to have distribution methods suitable to customers as well as
product characteristics.
At Pizza 4P's, in addition to delivering products to customers, the company also needs to focus on
delivering services (experience, performance, and solutions) to consumers even though services
often cannot be stored. Therefore, in the product delivery cycle, Pizza 4P's needs to pay attention
to three main flows:
- Information and promotion flow: Distributing information and promotion strategies to

consumers, the goal is to help customers interested in buying and experiencing the service.
- Negotiation flow: Towards the agreement and negotiation of service features as well as incentives
for consumers to agree and accept to pay for the service.
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- Product flow: For services that involve processing, installation, or require some facilities for
delivery, a distribution strategy requires developing delivery networks, or websites, local branch
to provide services/products to consumers.
4.3.1 Distribution channel system
Pizza 4P's business service is a service that requires customers to be present during the service
delivery process, from the beginning to the end of the transaction. Therefore, choosing a
convenient location is a big challenge for Pizza 4P's. The decision to choose a service provider
location must depend on the potential customer's home and work location, traffic...
Pizza 4P's is currently using direct distribution channels in some major cities via online and offline
channels...
a. Offline distribution
Currently, Pizza 4P's has more than 25 stores in 5 big cities: Nha Trang, Ho Chi Minh City, Hai
Phong, Hanoi, Da Nang - where the population is dense, the level of urbanization is high and the
average income is high.
Offline stores include department stores, vending carts, and exclusive stores. For this form of
distribution, customers can come to the place to experience the space, and be provided with other
additional services besides the store's products.
How Pizza 4P's provides service in a Brick-and-Motar context:
- Ministores: With the aim of maximizing geographical coverage, Pizza 4P's opens many stores
scattered throughout major cities, especially in Ho Chi Minh City. On the other hand, the use of
mobile vending carts can meet the needs of customers but take up little space.
- Locating in Multipurposes Facilities: Some Pizza 4P's restaurants are located in commercial
centers, which provide multipurpose facilities such as restaurants, shops, banks (or ATMs), for
convenience streamline travel when customers make service decisions...
b. Online distribution
Website: https://online.pizza4P’s.com/?view=vn
Pizza 4P's Online Store is still a new business model. Like the business orientation, Pizza 4P's
online store always strives to provide the best food to customers, aiming for an authentic shopping
experience.
Service Delivery Innovations Facilitated by Technology at Pizza 4P’s:
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- Using smart phone for ordering application. The development of smart mobile phones and the
Internet makes it possible for customers to connect to the restaurant's services anytime, anywhere.
- Building a website to provide information, receive orders, and serve as a delivery channel for
services combined with information-based customer care.
Pizza 4P's new model aims to serve customers who are far away, cannot come to see and
experience products/services in person or minimize social contact. In addition, the construction of
Pizza 4P's Internet-based website platform also creates favorable conditions for:
- Collecting data on consumer search and information seeking behaviors
- Quickly collecting feedback from consumers
- Creating online communities to market services.
4.3.2 Distribution intermediaries
a. Shipping unit AhaMove
Online sales and delivery are part of Pizza 4P's brand development plan. Therefore, Pizza 4P's
providing services through an intermediary transport unit: AhaMove. AhaMove has met a large
number of orders, ensured the quality of products every time, and improved the driver's service
attitude in the style of Pizza 4P's: "Welcome customers with all your heart!"
The price of the service is from 20,000 VND to 40,000 VND and only delivery in 5 cities: Hanoi,
Nha Trang, Ho Chi Minh City, Da Nang, Hai Phong.
Here are the details of the operation process and the utilities AhaMove brings to the customers:
Figure 4.8: Operation Process and Utilities of AhaMove
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b. Payment unit Momo
In order to serve the payment process faster and more convenient for customers. Pizza 4P's
cooperates with payment intermediary, Momo. Consumers using Momo can integrate some of the
restaurant's offers with e-wallets such as:
- Receive regular gifts from e-wallets
- Use restaurant voucher/e-wallet
- Giving gifts when experiencing the service
- Integration with other payment functions
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In addition, in order to protect consumers against risks when using e-wallets, Momo Wallet also
has a number of measures to secure customer information such as:
- Using security technology with recognized certificates, fingerprint security technology...
- Account security policies, handling emergencies
- Use account authentication methods.
4.3.3 Distribution strategy
Pizza 4P's distribution stores are noted for in-store quality management. Pizza 4P's wants to
maintain strict control to ensure a good image of products and services. In addition, Pizza 4P's
products require uniform quality, food safety and hygiene, and products are required to be created
by complex, high-tech processes.
Therefore, Pizza 4P's has strictly chosen intermediaries to distribute products. With this form of
distribution, Pizza 4P's can control its image and brand value more thoroughly, but it also costs
more to maintain the service.
The basis for Pizza 4P’s to choose a distribution channel: The distribution expansion of Pizza
4P's is quite slow, with just over 25 stores across the country after 10 years of operation. It can be
seen that Pizza 4P's selects its distribution channels very carefully, based on the following criteria:
a. Based on distribution goals: Towards the distribution goal of bringing safe, quality products
and bringing spiritual value to consumers in the middle segment, Pizza 4P's has set up its
restaurants in the city center - where the income is high. This helps ensure that company build the
most effective brand image for your target market.
b. Based on the characteristics of the market: Based on the analysis, have the characteristics of
consumers in the target market and their consumption scale, thereby deciding whether to organize
more or less distribution in the area that area.
c. Based on business products: The product characteristics of Pizza 4P's is a type of service that
revolves around the core product, requiring consumers to be present in the service delivery process.
Therefore, the setting up of branches is done slowly, carefully selected to ensure the quality of
products and services that businesses provide.
d. Based on the capacity of the business: By using a management form influenced by Japanese
culture, Pizza 4P's distribution forms are paid attention to details, undergoing a rigorous selection
process. . Based on the stable financial situation, the restaurant branches are guaranteed to be of
equal quality.
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e. Based on the competitive will of the business: Pizza 4P's wishes to dominate the market,
effectively compete with other brands effectively, slowly but surely. Therefore, instead of widely
disseminating its restaurants, Pizza 4P's conducts market surveys, research partners more carefully
before making a decision to distribute or cooperate with intermediaries.
4.4. Promotion strategy
4.4.1 Who - Target audience
Target Audience in Pizza 4P's Marketing strategy is young people, this audience likes to
experience and is always aimed at new people.
4.4.2 What - The message to convey
Each Core Value contains messages and expresses the common spirit of Pizza 4P's working style.
When understanding and applying Core Values to daily work, each member is the image
representing the spirit of Pizza 4P's to everyone around. The guideline for all activities of Pizza
4P's is "Omotenashi", which means the spirit of welcoming guests with all your heart, showing the
hospitality of the Japanese people. Omotenashi shows concern, attentive service to customers
rather than simply completing the task, "bringing wow, sharing happiness". It is reflected in the
very small details, like the staff having to learn how to sprinkle the topping and cheese so that
every slice of cake is cut with a full topping. “We want to share happiness, so the cake has to be
divided so that each piece has all the flavors of happiness,” Sanae said.
The message of Pizza 4P's is to bring rich experiences to help each customer who enters Pizza 4P's
store to reap interesting and positive things. “Bringing the World to Smile for Peace.” 4P's pizza
creates smiles, and those smiles are the "catalysts" that help people taste the taste of lasting
happiness, of inner peace. Pizza is the door leading to a soul filled with complete relaxation.
Positive energy is spread through the culinary experience and every diner leaves with a positive
feeling, even if it's just a little. That's why Pizza 4P's decided to produce its own cheese without
importing it, with the goal of "fresh, cheap and safe". Bring a smile to the world for peace. Pizza
4P's with the hope that people will find inner peace and their hearts will be filled with compassion
and happiness. Pizza 4P's aims to realize a world in which individuals can respect each other and
cherish the earth, our society and our own existence.
Besides, Pizza 4P's also has small messages through concise and concise forms displayed on the
restaurant's website, facebook or in the form of gifts with messages for customers.
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4.4.3 How - Through a variety of communications channels
a. Messages Transmitted through Traditional Marketing Channels:
Pizza 4P's uses a very good marketing strategy to promote unique dishes or food plates and unique
spaces that have impressed customers who come to use the service from which they share through
social media. , word of mouth and received great attention from network users. Experience videos
about this product are posted on Youtube with a large number and views at a very large level. The
Target Audience in Pizza 4P's Marketing strategy is young people who love to experience and
always aim for new things. Therefore, taking advantage of curiosity and posting videos from
Youtube channels with such a large number of young subscribers will be an extremely effective
natural way of communication.
 Advertising
Pizza 4P's focuses on using its website, Facebook, ... to update articles about new collections,
organizing programs,... On the website and Facebook, Pizza 4P's always updates relevant
information. Visit a business to launch seasonal dishes or special occasions to increase customer
reach and provide more product information. Besides, when Pizza 4P's launches a new dish, there
will be experience videos with great views. The previous good communication effect created a
huge boost during the opening sale. These product experience videos are posted on Youtube with
a large number and views at a very large level, increasing the curiosity and interest of customers.
In addition, Pizza 4P's also uses social networks to answer questions for customers. Marketing
strategies help Pizza 4P's bring value to the brand as well as increase revenue for the business.
 The article promotes the new and unique dish "Pizza Bun Dau Mam Tom"
Every time we launch a new dish, Pizza 4P's, we post articles on Facebook, Instagram and the
main website. On March 4, Pizza 4P's just added a pizza with vermicelli and shrimp paste to the
menu. Just appeared, the cake made many diners curious about the combination of Vietnamese
and Italian cuisine. The cake is currently priced at 140,000 VND and does not have an optional
size like other pizzas. Guests cannot ask the chef to make the base thin or thick.
Pizza 4P's uses curiosity when releasing images of pizzas with 1-0-2 to increase interest from
customers. In addition, with the strong spread, the first image of this dish has garnered 9.5 likes,
22k comments and 2.9k shares. Since the launch of Pizza 4P's, it has created a very good
communication effect when using Social Media as the main method to inform customers. Not
stopping there, before the pictures of the pizza with vermicelli and shrimp paste caused controversy
with comments and Organic Traffic.
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Besides, there are also experience videos that have achieved great views. The previous good
communication effect created a huge boost when during the opening for sale, many days in a row
was considered the first "sold out" of Pizza 4P's. Experience videos about this product are posted
on Youtube with a large number and views at a very large level.
 Public Relations
 Organize a baking class for children on the occasion of 1/6
On the occasion of Children's Day on June 1, Pizza 4P's restaurants held a pizza making class for
children and staff's families from Monday to Sunday. Pizza making class is a great opportunity for
children to learn while playing about the cooking process, stimulate their creativity, and share the
fun with friends. This pizza making class is a special activity of Pizza 4P's because Pizza 4P's has
been focusing on developing the "Edutainment" model as one of its core concepts. all Pizza 4P's
branches on all days of the week Pizza making class can also be applied for parties and birthdays.
 March 31 Pizza 4P'S entered the 'Essence of Asia' category of ASIA's 50 Best
Restaurants 2021
Pizza 4P'S is one of four restaurants from Vietnam named in the 'Essence of Asia' category. This
category aims to honor and recognize the positive contributions and sustainable development of
Asian restaurants with culinary quintessence. Based on full criteria of food quality and
environmental protection activities. Besides, using green and clean homemade products that meet
the requirements, Pizza 4P's was honored to participate in the big prize. proved its existence and
sustainable development after nearly 10 years of operation with nearly 20 branches from North to
South.
 Pizza 4P's combined with Vietcetera exclusively with the theme "Peace for the Earth"
Pizza 4P's with projects to raise environmental awareness and regular efforts to realize the mission
"Make the world smile for Peace". In recent years, as the consequences of climate change become
more and more serious, businesses have become more and more aware of their roles and
responsibilities.
Pizza 4P's is not only a restaurant but also manufactures and retails other products such as cheese,
yogurt and pudding to convenience stores and supermarkets. With the glass properties of yogurt
jars, the pudding can be reused after being cleaned and sterilized. A glass jar reuse activity:
Customers can return glass jars at Pizza 4P's restaurants and receive small gifts such as cottage
cheese, yogurt or pudding as a thank-you from the restaurant.
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This campaign will take some revenue, but it is also a marketing method when customers return
the jar, some of which will have the intention of dining at the restaurant, this is also a way to
increase sales. In the past 4 months, 4P's collection and reuse of yogurt and pudding jars has
received a lot of donations from you with the number of more than 2,235 jars since 4P's started the
recycling program. use this glass jar. Through the value campaign that businesses bring to society
as well as Pizza 4P's mission "Make the world smile for Peace" in a sustainable way.
 Campaign to celebrate International Day of Peace September 21, 2020
On September 21, as part of the campaign to celebrate the International Day of Peace, Pizza 4P's
restaurant chain cooperates with Ki Saigon to combine ingredients typical of countries that have
conflict with each other and create the "Pizza peace". The idea was that if you could blend the
tastes of these countries together on a pizza, you could do so in the world.
As reported by Campaign Brief Asia, the project was completed in a few months with chefs
Shotaro Hirukawa and Natsumi Kobayashi working with Ki Saigon to create three “Peaceful
Pizzas”, highlighting the conflict between Israel - Palestine, India - Pakistan and the increasingly
tense disputes between the US and China. They created 27 unique handmade flowers in each pizza
box, “Celebrating Peace and Tranquility”. Each flower combines the colors of the flags of each
side in this conflict. As part of the campaign, 250 specially designed boxes were displayed as a
work of art entitled “Garden of Peace” at one of Pizza 4P's locations, with all proceeds being
collected. will go to the United Nations Peace Building Fund.
 Together with Mekong Capital and Nhat Tin Logistics in providing meals for the
team of doctors and staff
Pizza 4P's has accompanied Mekong Capital and Nhat Tin Logistics in providing more than 500
meals for the medical team, doctors and staff at Danang Hospital and Da Nang Orthopedic Hospital
on 29-30. July, 2020. Support to provide free food for doctors and nurses who are participating in
the prevention of the COVID-19 epidemic. Pizza, pasta, salads and desserts were delivered by
Pizza 4P's to more than 680 doctors and nurses at Ho Chi Minh City Hospital for Tropical Diseases.
During the quarantine period, Pizza 4P's determined about its mission, not only in ensuring quality,
bringing happiness and peace to the world - one of its missions. Pizza 4P's wishes to express its
deep gratitude to the day and night dedication of frontline soldiers to our community. Pizza 4P's
hopes that everyone can contribute to helping them with epidemic prevention measures to keep
themselves and those around them safe.
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 Pizza 4P's "Table For Two" charity project
In recent years, Pizza 4P's has become more frequent with the brand's social activities appearing
increasingly dense. In which, the most prominent can be mentioned the charity project "Table For
Two" with the extraction of 1% of the company's profits to bring meals full of smiles to children
in Van Ho district, Son La province. .
In addition, the "social" nature of 4P's development into a sustainable restaurant chain lies in
providing healthy meals. Pizza 4P's focuses on employee satisfaction, the community engagement
and contribution activities, and ultimately research and development of a menu that includes a
variety of healthy dishes. About 25% of 4P's appetizer menu is veggie dishes, and the restaurant
also has plenty of options for vegetarians. This is also one of the moves to encourage customers to
eat more balanced and healthy.
 Campaign to protect the environment and use Whey water on the farm
One of the biggest problems that any food service model faces is food waste. To solve this problem,
Pizza 4P's is currently implementing many unique and innovative measures such as using Whey
juice in the cheese production process to reuse in the restaurant's dishes and drinks, or uses
earthworms to convert organic waste from food waste into useful products. In addition, besides
using plastic straws, furniture such as restaurant tables and chairs are also made from recycled
materials.
In addition, 4P's also aims to radically reduce food waste at all branches, change the material of
take-out containers, use clean electricity from the sun as well as devote more to social activities.
 Personal Selling
Personal selling, direct marketing and digital marketing are also being used effectively by Pizza
4P's. Pizza 4P's is always enthusiastically advising and supporting, helping to introduce dishes and
booking services to customers, as well as using today's popular social networking sites to convey
their information to customers. . When coming to the restaurant, customers will experience the
caring staff, order support can easily be consulted by the staff about dishes and support payment
through many forms. The staff is always very knowledgeable about tastes and dishes, quickly
grasping the needs of customers to advise and serve their customers thoughtfully and quickly.
According to the survey, what makes almost 100% of diners return to Pizza 4P's is their excellent
service in addition to the delicious food. Coming here, customers always feel like a real god with
dedicated service style. Therefore, to enjoy a meal in a cozy but luxurious space, with standard
Japanese-style customer service. The special thing of 4P is that customers will both eat and watch
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the chefs make cakes in front of them. In addition to marketing on social networking sites and
setting up a website to make it easy for users to learn about food information, sales staff also make
a big contribution to conveying detailed dish information to customers.
 Sales Promotion
Pizza 4P's very rarely offers promotions on major seasonal holidays, new store openings or food
launches to attract customers. At the beginning of July 2020, Pizza 4P's has a Happy Hour offer.
Happy Hour (Buy 1 Get 1) offer is applied every day, from 11:00 - 18:00. The program is for 4P's
craft beers, as well as the restaurant red and white Sangria.
In addition, customers can enjoy completely new dishes, exclusively for diners at Craft Beer Bar.
Happy Hour will be available at all Pizza 4P's branches nationwide. In this new space, Pizza 4P's
offers craft beers such as Dalat Whey Stout, KAGUA Roast, Premium Lager, Session IPA, Yuzu
Wheat and Whey Cider to attract customers as well as visit Pizza 4P's to discover and enjoy awake
Figure 4.11: Happy Hour Campaign picture
b. Messages Transmitted through the Internet
 Online advertising
Pizza 4P's reaches customers through social networking sites such as Facebook, Instagram.
Detailed information about the program of organizing live baking sessions, new dishes,
campaigns, corporate awards ... are always specifically mentioned by Pizza 4P's on the Website to
help customers catch information every year. Information about the restaurant as well as the food
before going to the store. In addition, advertising articles on Facebook and Instagram also help
Pizza 4P's increase revenue and attract more customers.
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 Company’s website
Pizza 4P's uses its own website for a variety of communication tasks including introducing the
brand from ingredients and baking process to its own achievements and awards enough at the
company's website to promote awareness and interest of consumers, provide information about
dishes and answer questions for their customers. Delivery information shopping directly at the
website, facilitating two-way communication with customers via email and linking to Messenger
on the website. Besides, Pizza 4P's also supports customers to order via phone number or leave
information on the website. In addition, Pizza 4P's also allows customers to register for events and
workshops by registering information directly on the website. Pizza 4P's innovators are constantly
looking to improve the attractiveness and usability of their websites with relevant content that
varies widely between service types.
On the website of pizza 4P's also improved the new online reservation system with convenient
features that make everything easier for customers such as: Just select the location and the
reservation information (number of guests, date, time) ➡ the system will display a list of
restaurants that match the customer's requirements. If every branch has no available tables, the
system will suggest customers flexible time frames close to the desired time, or you can register
on the waiting list and the restaurant will contact feedback in the field suitable if possible to arrange
the table. Besides, you can also book a table right on the interface of Google Maps. When searching
for Pizza 4P's with the desired location, click the "Reserve a Table" button to quickly reserve a
table.
Figure 4.12: Pizza 4P's website
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c. Messages Transmitted through Service Delivery Channels
 Service Outlets
The service approach customers through the service delivery environment as common factors are
the deliciousness of the pizza, the smile of the staff, the satisfied feedback and the design of the
store. Pizza 4P's applies the motto "Exchanging, Sharing Happiness" in a space that brings a sense
of a Vietnamese culture that is deeply connected with family and friends through meeting and
sharing. Design a project that combines both Vietnamese and Japanese cultures as well as in line
with the restaurant's motto to create a comfortable and familiar dining atmosphere. To maximize
the landscape view for customers, give them a pleasant experience when approaching the open
kitchen space. The layout of the space focuses around the kitchen with the signature pizza oven,
creating the main highlight for the restaurant.
Another factor is the company's reputation for its style and ingredients, including the fact that their
products are cheeses that have never been made in Vietnam, and use organic fresh vegetables and
fruits. with local farmers. To that end, they seem to have a mission to bring and share happiness.
Things to do to show “Pizza 4P’s” in the interior design of the new store “The Emporium”. Pizza
4P's has removed a lot of stuffiness, creating an open and relaxing environment for families or
couples to have a great time to a light, friendly, dynamic and interesting design. In addition,
recycled glass is used for the Terrazzo aggregate and a special board made from compressed scrap
is used for the beverage counter. Indigo is a color loved by both Japanese and Vietnamese cultures,
used as an accent color as a symbol of respect for both countries. Adopting brass as a highlight,
the glossy feel of the metal specifically tightens the space and incorporates elegance as an element.
 Frontline Employees
Pizza 4P's has shaped customer perception since day one. The name Pizza 4P's - Platform of
personal pizza for pizza also speaks to the spirit of the store, which is to create unique personalities
and quintessence for each pizza in This place. From the beginning, Pizza 4P's self-produced food
model was also applied with ingredients produced entirely by hand from cheese, sauces to desserts.
Initially, they were only produced for processing in restaurants, but after realizing the increasing
demand for clean food from customers, Pizza 4P's expanded and distributed ingredients to
prestigious hotels and restaurants. credit in the city. All Pizza 4P's products are made in-house
under strict management to ensure the quality and safety of products for customers. In particular,
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the hand-made cheese products that are loved by customers are carefully molded by 4P's cheese
artisans to bring out the best product condition.
According to the feedback and survey, Pizza 4P's has also launched and improved its home
delivery service for customers. During the time of launching the delivery service, Pizza 4P's
received some feedback that the delivery was not on time, the food delivered was not hot, the
packaging used too much plastic, the hotline ordering process was not optimal… Pizza 4P's has
also provided a number of additional services to improve such as self-deploying delivery services
without going through a 3rd party to ensure time, launching an online ordering platform, providing
delivery services. detailed food preparation and reheating instructions, using insulated bags
imported from Australia to keep food fresh and hot, and using packaging made from biodegradable
materials.
Along with the enthusiastic and attentive service in Japanese style, Pizza 4P's staff are the ones
who contact and serve customers in person, by phone or by website. The store's staff will provide
booking information, receive payment and support, solve problems for customers enthusiastically
and happily and accurately. Through these things, the business has influenced customers'
perception of the value and quality of the food that Pizza 4P's brings.
d. Messages Originating from Outside the Organization
 Word of Mouth
Pizza 4P's does not focus on advertising. With Pizza 4P's, the best way to advertise is word of
mouth and the job of the restaurant owner and chef is to focus on the quality of the cake. Pizza
4P's stores mostly do not advertise, but attract customers through word of mouth and the good
reputation. The word-of-mouth effect, the trust of diners and the curiosity of those who have not
tasted this "mythical" pizza have made 4P's a phenomenon. Word of mouth is the last but most
effective form, because nowhere is more reliable than people who have experienced it. In early
2015, Pizza 4P's restaurant in Hanoi just opened, has not had time to promote, accidentally a bright
name in the startup world took a photo and posted it on Facebook. The photo has more than 1,000
likes and 168 shares, enough for this restaurant to fill up for the next 3 weeks. And this has been
successful so far, most of the time slots are full and customers who want to go to Pizza 4P's usually
have to book in advance. Therefore, the quality, value of the dishes and the way to train the staff
that Pizza 4P's inherent are the same solid foothold in the competitive market of the food industry
in Vietnam.
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 Blogs - A type of online WOM
Increasingly, service companies are following blogs and seeing them as a form of market research
and instant feedback. Pizza 4P's marketing is interested in blogs evolving as a new form of social
interaction on the Web: a widely distributed yet fully connected conversation covering every
imaginable topic, includes consumer experience with service companies. Currently, on Youtube,
there are many bloggers who like to post reviews about the food and service at Pizza 4P's restaurant
that they have experienced and directly felt that also brings a lot of attention from the audience
from the posted review videos.
More specifically, when Pizza 4P's launched "Pizza vermicelli with bean paste with shrimp paste",
there were experience videos with great views. The previous creation of curious media effects has
generated great interest from customers when during the opening for sale, it was considered the
first "sold-out" dish of Pizza 4P's for many days in a row. Experience videos about this product
are posted on Youtube with a large number and views at a very large level. A channel like "What
to eat today" with 342k subscribers received 207k views after 5 days of broadcasting. Or "Saint of
TV" with 713k subscribers received 185k views after 7 days of broadcasting. Or the channel "Oops
Banana" with 3.5 million Subscribers and owns an impressive 604k views. Along with that, there
are many video reviews about this dish that are broadcast on many channels that are watched by
young people. The Target Audience in Pizza 4P's marketing strategy is young people who love to
experience and always aim for new things. Therefore, taking advantage of curiosity and posting
videos from Youtube channels with such a large number of young subscribers will be an extremely
effective natural way of communication.
e. The role of Corporate Design
Service restaurants use a unified and distinctive visual form for all logical elements to facilitate
recognition and reinforce the desired brand image.
Use uniform colors in the design of the restaurant. If we look at Pizza 4P's restaurant, we can see
the unique restaurant design with modern neoclassical architecture and a hint of antiquity,
decorated with nostalgic colored rustic wall tiles impressive. Stepping into the restaurant,
customers will experience an extremely large and airy space. The interior of the restaurant is
designed in a contemporary style that is extremely attractive and impressive to customers. The
whole space using glass filled with light makes the restaurant much brighter and more prominent,
very true to the restaurant design with open and spacious space that Pizza 4P's restaurant aims to.
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Use the restaurant's name as a central element in their designs. Pizza 4P's means Pizza "for peace",
towards peace of mind. As the slogan is Delivering Wow, Sharing Happiness. “Wow” here is not
only about the food, but before the diners raise their hands to signal that I need to serve, the staff
must put themselves in the customer's shoes to understand what the customer needs before they
realize it.
Pizza 4P's uses a trademarked symbol, instead of a name, as their primary symbol. Pizza 4P's is
arguably the most widely recognized company logo and is featured at all touch points, including
its restaurants, on employees' uniforms and packaging, and in all corporate communications
materials.
4.4.4 Where & When
Food and location-related issues of media activities tend to be very specific, but when goals are
clearly defined, promotion timing is also planned, usually from 1 to 1,5 to 2 months before the
holidays
4.5 Service processes management
4.5.1 Service processes
a. Act 1: Prologue and Introductory Scenes
This is the first activity of Pizza 4P’s, when customers will book a table through the online website
to ensure a guaranteed place to eat. This takes about 15 minutes to complete the booking steps,
then a staff member will call to confirm the seat before the time you have booked, the voice of the
staff will usually be soft, polite, and concise. The customer will then go to the dining area, park
the car, confirm the table number and reservation time at the reception counter (including the part
where the staff will lead the customer to the table that the customer has booked).
W (risk of excessive wait)
+ When ordering Pizza 4P’s cannot guarantee when the table will be full, so customers may have
to wait a long time when ordering online.
+ The number of customers is crowded, the number of motorbikes is high and customer will have
to spend time to park the car elsewhere or farther from the place to eat.
+ There will be many people booking a table at the same time frame, waiting for confirmation
from the reception will make customers wait
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F (points fail)
+ Confirming each order will be quite time consuming, so sometimes customers will not receive
calls to fix hours from staff.
Figure 4.13: Act 1: Prologue and Introductory Scenes
b. Act 2: Delivery of the core product
The stage where customers will experience the main product of the service they have ordered. We
divide this phase into 3 parts. Specifically, the staff will appear with a neat appearance, the attitude
of giving the menu to the guests politely, introducing the dishes, taking notes of the dishes that the
customers have ordered. After that, the order will be sent to the kitchen to make the dishes, (this
is one of the most important stages because if the customer cannot fulfill the orders, it will create
a bad impression of the service). Next, the customer will order a drink, the staff will bring it and
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pour it for the customer, will need to pay attention to when the customer needs to use more filtered
water.
+ It is possible that the estimated time of the first customer's meal will exceed the time of the next
customer, if the number of guests is large, there will not be enough tables for the next customer,
causing the customer to wait.
+ The order may have errors such as staff forgetting the order, getting the wrong item.
+ Being refilled with filtered water is something that always happens, but if employees do not have
specific coverage, they will forget this step.
F (points fail)
+ There are times when customers will have to go to their seats without specific instructions from
the staff.
+ When the customer has determined what they need to eat, they will usually have to wait for the
staff to return before they can read the order.
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Figure 4.14: Act 2: Delivery of the core product
c. Act 3: The drama concludes
At this time, pizza and dishes have been brought to the table for customers to enjoy in a peaceful
atmosphere with relaxing melodious music. Finally, when the customer has finished eating, it is
time to pay for the meal, usually many of the customer's expectations will be mentioned in the
following factors:
- Clear payment invoices, ensuring accuracy from cashiers, politely delivered by staff at the
fastest time to avoid waiting for customers.
- Thank customers sincerely, resend the card (when the customer pays by card) or deposit it
back (when the customer pays in cash) quickly.
- Customers will use the toilet afterwards to wash their hands and the toilet must always be
full of paper and clean.
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- When the customer goes to pick up the car, the security guard will guide the car to help the
customer, collect the ticket, say goodbye to the customer.
+ The process of receiving orders when an error occurs, will lead to the wrong dish, customers
have to wait to change the dish.
+ The payment with a large number of customers will make customers wait for a long time.
F (points fail)
+ In the food preparation stage: there will be some cases such as the dish is out, the supply in the
kitchen is no longer available.
+ At the eat meal stage: each customer will have a different taste of the dishes, it is impossible to
control the quality of the dish at each branch.
+ In the Bill stage: the number of items in the invoice is incorrect, the invoice is smudged because
of water.
Figure 4.15: Act 3: The drama concludes

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+ Too crowded so it takes a long time to pay.
+ The toilet was being repaired, many people wanted to use the toilet at the same time.
+ Many vehicles are too guarded to quickly identify their vehicles
F (points fail)
+ Payment: there may be a case of missing money for customers
+ Restroom: the toilet has a bad smell, or there are no shoes that day, lack of regular inspection
+ Return vehicles: the security guard did not help me lead the vehicle because there were too many
people leaving at the same time.
Figure 4.16: Act 3: The drama concludes
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4.5.2 Customers as co-producer
Pizza 4P’s services require moderate customer engagement, with moderate engagement, customer
inputs are required to assist the company in creating and delivering the service and delivering
custom level. These inputs may include providing information, personal efforts, or even physical
assets. This average customer participation is required to create the service. Custom customer input
standard service, provisioning service, customer requesting service, customer input (information,
documents) are needed for commensurate results.
Customers can ask to add or remove some ingredients in the dish for example when they want to
add cheese or when they ask not to take tomatoes, onions… T his is a specific activity, in which
the customer is involved in the creation process of that pizza.
Customers can request services such as turning on the air conditioner to reduce or increase the
temperature. They can also ask the staff to remind other customers if they make too much noise
while sitting at the shop, affect others.
4.6 Physical evidences management
4.6.1 The Servicescapes Model
Identifies the main dimensions in a service environment and views them holistically
Internal customer and employee responses can be categorized into cognitive, emotional,and
psychological responses, which lead to overt behavioral responses towards the environment
Key to effective design is how well each individual dimension fits together with everything else
4.6.2 Behavior Consequences of Affect
Pleasant environments result in approach, whereas unpleasant ones result in avoidance
Arousal amplifies the basic effect of pleasure on behavior
 If environment is pleasant, increasing arousal can generate excitement, leading to a

stronger positive consumer response
 If environment is unpleasant, increasing arousal level will move customers into the
“distressed” region
Feelings during service encounters are an important driver of customer loyalty
a. The 4P's create a pleasant environment in their approach:
Dishes with unique combinations of ingredients never seen in pizza
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Unique blend of flavors, not weird at all
There are additional side dishes to increase the taste and deliciousness
The feeling of eating well with friends makes me feel more comfortable
Regret that there are still many delicious dishes that have not been eaten, so next time will continue
to come back with more friends, willing to spend more money to eat the old dishes and try new
dishes
b. 4P's Social interaction between customers and employees:
The staff is always smiling, friendly to customers
Staff reminds customers of the reservation time between 20-25 minutes
Support staff to organize events (birthday, anniversary...) for customers...)
Get advice on choosing dishes very enthusiastically from the staff
The baker always smiles to answer customers even though he is busy
Employees are available immediately when customers have problems
4.6.3 Internal responses of customers
♦ Cognitive: They develop confidence in the quality of dishes with unique ingredients that other
pizzerias do not have, as well as put their trust in the staff, the chefs are qualified to create each
Each piece of cake, each taste in the dish is carefully, professionally and delicately made to suit
the taste of even the most demanding customers. At the same time, the extremely good facilities
and friendly staff also raise trust. Therefore, customers will choose to eat at 4P's over other places.
♦ Emotional:
- Feeling: Customers feel comfortable with the surrounding environment because the space at 4P's
is always designed to be spacious and airy.
- Mood: stimulating - When you sit and watch the food being created directly and the feeling of
waiting to enjoy the hot pizza just out of the oven will make guests feel interesting and stimulate
the feeling of eating when they are hungry due to waiting. Besides, the atmosphere of many people
around waiting like you is more stimulating and makes the feeling of eating better.
♦ Psychological: Feeling comfortable: When going to a luxury restaurant, people are always afraid
of not being luxurious or afraid to ask something for fear of not being noticed, but thanks to the
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warmth and friendliness of the staff at 4P's: welcoming, guiding, asking questions and interacting
continuously will make customers feel comfortable and cared for.
=> They feel comfortable and easily ask their questions or requests.
4.6.4 Envinronmental dimensions
a. Ambient conditions:
• Music: The restaurant uses soft instrumental music to create a pleasant atmosphere for guests to
eat.
• Temperature: The temperature in the restaurant is not too cold, but at a moderate and
comfortable level to help guests feel as comfortable as possible.
• Noise: Although the central location is always crowded, thanks to the unique design of each
branch, it brings a separate space away from the noise outside and the hustle and bustle of the
urban area. This has created the restaurant space a very personal quality that satisfies many diners
when they can relax in a soothing space, completely separate from the outside world.
• Scent: There is a slight aroma from the dish when brought out, although the smell of cake or
spices is not strong but very fragrant.
• Color: Although there are many branches, 4P's branches are always dominant with the natural
wood design combined with light brown and light yellow tones, creating a friendly, bright space
for Pizza 4P's restaurant and a little romance with customers.
b. Space / Function:
• Layout: Designed in an open space, it looks much larger than the area. Without too many private
rooms and removing the walls, the restaurant divides the area with tall partitions. These partitions
are designed with wooden grids to create an extremely airy feeling without being occult for the
restaurant space.
Furniture such as tables and chairs, walls, or decor details are cleverly designed by architects with
a simple layout, not fussy, exuding a contemporary quality in the restaurant.
The kitchen area of the pizza restaurant is also designed in an open and extremely large way. If
there are customers who want, they can sit at the bar and watch the chef's food and pizza-making
process. This design gives customers a very special impression because they can experience an
extremely large and airy space when coming to eat pizza.
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• Interior: High-quality sofa sets, iron material next to natural wood material prove the high-class
luxury, do not create uncomfortable feelings, and will make customers satisfied because it is worth
the money they spend out.
Figure 4.17: Pizza 4P's Layout and Interior
Figure 4.18: Pizza 4P's Layout and Interior
c. Signs, Symbols, and Artifacts
• Decoration style:
 Gray and indigo: The restaurant uses gray wall color for the dining area and indigo for
the bar, which are favorite colors in both Vietnamese and Japanese cultures. This design
seems unrelated, but when combined, it is extremely harmonious, bringing a sense of
closeness to customers but still keeping the spirit of a Western restaurant - a pizza
restaurant.
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Figure 4.19: Signs, Symbols, and Artifacts
 White light: The restaurant is designed to make the most of light. The whole space is filled
with light, making the restaurant much brighter and more prominent, very true to the
contemporary quality that Pizza 4P's restaurant aims for. With a space filled with light like
this, space feels larger, creating more excitement for customers when eating.
 Signboard: The name and logo of Pizza 4P's express the following desire of Pizza 4P's –
always providing rich experiences, giving every guest excitement and positivity. Pizza 4P's
hopes that Pizza 4P's customers go home feeling a little more positive and motivated. The
restaurant name will be designed simply to create a sense of familiarity and the 4P's Logo
is usually placed inside the restaurant with warm yellow lights as shown below.
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4.6.5 Put it together
Pizza4P's doesn't just sell pizza, they sell the unique cultural experience of going to a restaurant,
enjoying delicious food in a beautiful, quiet space, and watching pizza artisans passionately
perform. .
a. Design with a holistic view - Design with a holistic view
Contemporary design is extremely attractive and impressive to customers.
b. Design from a customer's perspective - Design from a customer's perspective
The pizza restaurant has separate areas for guests with 2 people, for groups of 3-4 people and for
large groups. Each area is divided and separated from the rest to ensure the necessary privacy for
customers. Besides, the bar area for customers who want to observe the kitchen area is also
designed extremely nicely, impressing diners.
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4.7 People management
Figure 4.23: Pizza 4P's Employee
4.7.1 Service Personnel as a Source of Customer Loyalty and Competitive Advantage
Frontline employees are an important driver of customer loyalty and creating and sustaining a
competitive advantage. In fact, they are an important input for the company to provide perfect
service and increase competitive advantage because:
- The most visible element of service, service delivery and significant determinant of service
quality.
- They represent the service company and from the customer's point of view, they are the
companies
- Employees determine whether the brand promise is fulfilled.
- They are extremely important in generating sales, cross-selling and increasing sales (Example of
offering to buy more Pizza or drinks).
- Frontline employees have a heavy impact on the productivity of frontline operations.
Furthermore, frontline workers hold a crucial role in anticipating customer needs, customizing
service delivery, and building personalized relationships with customers.
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Figure 4.24: Pizza 4P's Employee
To be able to bring customers the best quality service experience, Pizza 4P's staff must be young,
enthusiastic and dedicated to the job, must be the best and suitable incorporated, must undergo
many months of training according to Japanese standards and will receive detailed customer
service instructions. Wishing to bring an "open and friendly environment", a potential environment
for employees to develop to their fullest potential. Not only colleagues, Pizza 4P's is also like
members of a Big Family.
4.7.2 The Frontline in Low-Contact Services
Frontline employees are extremely important to customers and to the company's competitive
position. However, there is a growing trend of virtually all types of services towards contactless
distribution channels such as shift centers and self-service options. However, these occasional
service encounters are absolutely vital – they are “moments of truth” that help increase customer
awareness of Pizza 4P’s service.
As technology becomes relatively pervasive, the service provided by the frontline, whether face-
to-face, calling or communicating via email or messenger, is important to the customer and
therefore an integral part of the customer experience an important part of Pizza 4P's marketing
strategy.
4.7.3 Emotional Labor
Emotions arise when there is a discrepancy between the way frontline employees feel inside and
the emotions the company asks them to present to customers. Frontline workers are expected to be
cheerful, mild-mannered, compassionate, guilty, or even spontaneously emotional that can be
conveyed through facial expressions, tone of voice, and words.
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For Pizza 4P's, emotion is considered the most important factor and specifically here is the smile.
In order to create smiles as well as create a comfortable and friendly atmosphere, Pizza 4P's has
made constant efforts to encourage and motivate its staff. These can be commendations in the
process of work; is an incentive reward for employees who have really worked hard month by
month, year by year. These are the events to build team spirit… From here, Pizza 4P's can bring
smiles to its staff, build a warm and close atmosphere of the “Great Family Pizza 4P's”, staff no
longer consider customers as people who need to be served, but simply as family members, thereby
gradually making customers who come to experience the service are no longer separated by the
atmosphere. The atmosphere is too quiet and too "staff - customers" but will be the laughter and
joy they give each other during the meal. One thing that makes the staff feel happier while working
when Mr. Yosuke - Pizza 4P's owner works with them restlessly. This greatly contributes to
improving the level of customer satisfaction but also their loyalty to Pizza 4P's.
4.7.4 From the Cycle of Mediocrity to the Cycle of Success
a. Cycle of Mediocrity
Figure 4.25: Cycle of Mediocrity
Since its establishment, 4P’s has encountered many difficulties in the process of human resource
management - specifically in the process of integrating two separate cultures of Vietnam - Japan
together. Among those difficulties is the element of rigorous training that emphasizes rules.
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No incentive
Good paymet
Customer disatisfaction
Narrow designing jobs
Employee and customer stay
Training emphasize on Rules
because of lack of choice
Figure 4.26: Cycle of Mediocrity Features
There have been too many regulations that make employees work under pressure created by the
business itself, conflicts between individuals over work positions, we can see that Pizza 4P's has
had difficulties since Pizza 4P's was established, specifically in the management of Vietnamese
employees - The founders used to impose their way of working on Vietnamese employees
"Wanting them to do it right like this and that" so A lot of people quit their jobs. Pizza 4P's has
learned a lot from those failures. This has a great influence on the psychology as well as the way
employees work, leading to them not having an incentive for a cooperative relationship to get
better service, which inadvertently makes customers Pizza 4P's customers feel unsatisfied by the
staff's attitude and behavior. But in return, the consistent and stable salary and benefits as well as
the not too narrow scope of work design have partly made employees and customers patiently stay
with Pizza 4P's.
b. Cycle of Success
Any company wants to operate in the cycle of success. Specifically in motivating and retaining
service staff members who are engaged and available and able to provide excellent service.
Figure 4.27: Cycle of Success

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 A long-term view of financial performance; companies that seek to prosper by investing

in people
Theoretically, people are the decisive factor in the service delivery process because the service is
inseparable from the provider. Hence, a restaurant is known as much for its food as it is for the
service provided by the staff. Customer service training for employees has become a top priority
for many organizations today, and here specifically Pizza 4P's. According to the manager of Pizza
4P's restaurant, Mr. Takuya Oku shared: "In restaurant business, people are an important factor.
That's why we train our employees on a daily basis and make sure all employees work in a
professional manner by growing through investing in people to create a cycle of success.
Moreover, Pizza 4P's also focuses on improving the recruitment of new employees with
knowledge, capacity, experience and through annual staff training and retraining while expanding
the scope of work more, organizing In-depth training and empowerment of frontline workers with
attractive competitive compensation are used to encourage employee effort and contribution,
creating satisfaction at their work, thereby providing better quality service and making customers
happy and more loyal to Pizza 4P's.
 Attractive pay and benefits attract better job applicants
In order to build human resources to meet strategic tasks and take advantage of opportunities, Pizza
4P's has proactively planned human resources at all levels through recruitment, training,
development of policies and remuneration regimes, and promotion improve the spiritual and
material life for all employees in order to create a healthy and professional working environment
for employees, and attract high-quality human resources at home and abroad.
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Figure 4.28: Pizza 4P's Recruitment Claim
In order to enhance the efficiency of human resource management, Pizza 4P's is building and
perfecting the mechanism and policy of remuneration, evaluation and reward of employees,
including: policy and salary system to ensure the integrity of employee competition in the labor
market, the system of evaluation according to employee capacity.
The welfare policies of Pizza 4P's are continuously improved, including basic benefits such as
insurance, appropriate New Year holidays and annual leave, periodic salary increase. In particular,
the Company has a policy of rewarding and rewarding individuals and collectives with excellent
achievements, technical innovations in production that bring business efficiency to the
Company… In addition, Pizza 4P's also has other products policies that show the company's
interest in employees such as networking and team-building activities...
 More focused recruitment, intensive training, and higher wages make employees more
likely to be happy at work and deliver higher quality, satisfying customer service
In order to optimize the application of knowledge, skills and experience of human resources that
have been highly appreciated in aviation operations, actively contributing to the development of
Pizza 4P's. Training is an important policy to help improve the quality of human resources and is
one of Pizza 4P's priority policies for employees, meeting the development needs of the Company
and employees, specifically:
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- Ensure stable jobs for employees and motivate employees to improve work performance and
labor quality.
- Career orientation & future career advancement opportunities of Pizza 4P's staffs also create
employee peace of mind, trust, long-term commitment to work;
The goal of the training is to ensure that human resources have professional qualifications and
skills to meet the requirements of ensuring stable jobs for employees, improving the stability and
quality of the workforce according to the standards of the position held. Moreover, Pizza 4P's also
continues to expand and upgrade the form of online training, which is considered effective and
time-saving.
 Broadened job descriptions with empowering practices that enable frontline staff to
control quality, facilitate service recovery
Pizza 4P's employees are empowered to improvise to handle problems that arise during service.
They work with the spirit of proactive preparation, skillful handling and quick response to
unexpected situations occurring during the service. Examples include customer conflicts, such as
having a health problem or improvising in a service that supports children going out to eat alone.
The management team and frontline staff will be the ones to directly handle unexpected situations,
in order to stabilize order and avoid reducing customer service quality.
 Regular customers are more likely to remain loyal because they have higher satisfaction
due to higher quality
Pizza 4P's focuses on investing in the satisfaction that customers feel before the diverse needs of
customers by constantly improving product quality, but Pizza 4P's also invests in the process of
delivering services to customers customers, bringing an atmosphere, feeling of joy and familiarity
like being at home.
4.7.5 Human Resources Manament – How to Get It Right
Pizza 4P's focuses on creating a "Cycle of Success". To do that, the most important thing that Pizza
4P's needs to do is correct human resource management, which can be done in many ways:
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Figure 4.29: The Service Talent Cycle
a. Hire the Right People
From the chefs who prepare each pizza meticulously like a work of art or the way the waitstaff
ensures each dish is filled with love and flavor to the owner who works hard just constantly
improve the quality and service of the restaurant.
In order to be able to recruit good employees, the most important factor is still the salary and bonus
because this is a measure of capacity and also the recognition that Pizza 4P's gives them.
Competitive salary will help motivate employees to work. In addition, Pizza 4P's also provides
staffs with PVI health care packages, attractive incentive programs, competitive salary, attractive
bonuses, monthly team building party... and many other attractive perks only for members Pizza
4P's is waiting for you to discover. Pizza 4P's believes that when employees are satisfied with their
jobs and productive, at the same time, customers will become more satisfied and loyal to Pizza
4P's.
First, working in the environment of Pizza 4P's often meets and interacts with many people and
social classes from many different places. This will make you rub a lot, absorb a civilized culture,
learn many new things. This is also an opportunity for employees to hone their knowledge of
foreign languages as well as the opportunity to apply them in practice.
Secondly, Pizza 4P's has strong competition, so the promotion opportunities will also be very high
for well-trained human resources. Most Pizza 4P's chooses young people for positions that have a
lot of contact with customers, so your experience will quickly be abundant.
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Third, Pizza 4P's always has great protection and incentives policies and regimes for employees.
In addition to the salary higher than the common ground, when working at Pizza 4P's, you will
enjoy full employee benefits, benefits such as training courses, free meals...
b. Enable Your People
In order for Pizza 4P's to find the right person, Pizza 4P's uses tools to identify the best candidates
(providing candidates with a realistic preview of the job...)
Recruitment through giving candidates a realistic assessment of the job. During the hiring process,
Pizza 4P's will give employees a "trial" to assess whether they are a good fit for Pizza 4P's. At the
same time, the employer can observe how the candidate reacts to the reality of the job. This
approach allows the company to manage the expectations of new employees about their jobs.
During a one-on-one interview with employers, they will see if employees have a fresh expression,
bring positive energy or through some questions about behavior, about life to see how they behave
how. From there the examiner will score and decide if you are suitable or not.
Pizza 4P’s also focuses on employee satisfaction, community contribution and connection
activities. Employees at 4P's are not only trained in professional skills but also directly visit and
practice at the restaurant's production farms. Talking about this issue, Mr. Yuma Nagata -
Sustainability Manager of the restaurant said: “The concept of the restaurant is 'From Farm to
Table'. Therefore, through training sessions at the restaurant's own farm, the staff will better
understand the food production process as well as the difficulties when producing clean vegetables,
from which you will appreciate the food more, avoid wasting food, and in addition can explain to
diners about the ingredients in the dish.”
c. Empower the Frontline
In order to bring "Career Development Opportunities", Pizza 4P's provides not only the ability to
directly solve customer-related problems but also the most professional & dedicated training
programs, with the desire to not not only improve expertise and professionalism, but also create
conditions for sustainable skills training (Customer service skills, complaint handling and
customer support whenever they need ...) for members in different locations different positions
actively, find out strengths and weaknesses to improve together. With Pizza 4P's current rapid
growth rate, career growth is always promising for those who deserve it.
Pizza 4P's also has different ways of empowering and approaching employees in each emergency
situation. It is important to choose the management method that best meets the needs of both
employees and customers. For example:
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- Employees must be able to detect signs of bad customer condition. Since then, according to the
training experience, maximum application to timely first aid for customers.
- Unusual cases occur within the scope of work, employees are empowered to quickly handle
situations (disturbing, noisy, customer conflicts)
- In some personal requests of customers, employees are empowered to improvise depending on

the situation. Such as moving assistance, assisting the elderly in transporting heavy items,
employees can provide help that is not specified by the job. Or, there are customers with small
children who will make noise or fuss, according to regulations, customers must ensure that they
do not make noise for the remaining customers, however, the staff can assist customers to avoid
causing noise to the remaining customers.
d. Build High - Performance Service - Delivery Teams
Pizza 4P's has many forms of teamwork that human resource managers set out and always trains
effective staff according to the following criteria: Know how to listen and respect everyone's
opinions in the group; Understand the given situation; Think multidimensionally, give different
points of view; Prepare in advance for situations or questions employers may ask; Do not take the
share of teammates; Do not interrupt or interrupt; Dynamic, enthusiastic; Do not be silent, waiting
for teammates to solve; Encourage people; Always polite, friendly and professional; Calm,
smiling, optimistic; Never lose control of emotions, get angry, get impatient; Do not impose
thoughts on people; Pay attention to body language, avoid gestures such as scratching your head,
stroking your ears, biting your nails, pointing at others… Through the above activities, Pizza 4P's
will observe your attitude, reaction and cooperation. From there, make appropriate comments and
assessments.
e. Motivate and Energize People
Pizza 4P's is driven to surpass what has already been achieved. The company is always moving
towards change and proves Pizza 4P's honors failures and values experiences by encouraging and
appreciating new ideas to improve the quality of work. When employees receive encouragement
from their superiors, they will want to do better and contribute more.
Pizza 4P's has implemented a salary mechanism associated with labor productivity and assigned
work efficiency. In addition, the company has a policy to reward individuals and groups with
excellent achievements. Some activities:
- Periodically organize extra-curricular activities, helping to create the culture of "Big Pizza 4P's
family".
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- Professional training program and organize programs for the community and encourage
employees to actively participate
- Periodic reward program to recognize employees' contributions
- Competitive/competitive welfare and leave, preferential service policy
4.7.6 Service Leadership and Culture
Working in accordance with Japanese culture, the environment of Vietnamese employees also
follows Japanese standards such as punctuality, attention to detail… One thing that unites the
restaurant's employees is mutual trust. . Pizza 4P's has understood that there are certain cultural
differences between them and employees (Japanese - Vietnamese), Pizza 4P's has tried to find
solutions for all problems so that both sides can communicate and understand each other – can
find a common language.
Figure 4.30: Yosuke Masuko and Sanae Takasugi - Founder of Pizza 4P's
Pizza 4P's is still quite strict in choosing people to work with because Pizza 4P's pays great
attention to details (a typical characteristic of Japanese people), so Pizza 4P's wants to retain this
aspect in the selection of employees. work for themselves and to understand each other Pizza 4P's
will try to explain to its employees the importance as well as the story behind why they care so
much about the details (Recipes) pizza has its own rules about the use of toppings for each type of
pizza such as how to cut a cake for 6 to feed 8 people, how to put cheese on it with customer
satisfaction.
In addition, Pizza 4P's members are charismatic leaders like Yosuke, have a clear vision in the
business or political field and the ability to interact with the staff system. And all of them have
their own leadership styles, especially creating a different development for Pizza 4P's. Because of
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the influence of Japanese culture, Mr. Yosuke and his wife are the owners of Pizza 4P's chain but
not so that they only know how to stand from the top looking down, they also actively participate
in the process of providing services to customers such as support in processing as well as serving
food to customers' tables.
Besides the business strategy, the strength of the enterprise from the corporate culture brings a
competitive advantage for development. Pizza 4P's focuses on building and perfecting the Service
Culture as an identity and belief that permeates each employee. The dedication and loyalty of each
employee in the company, the cohesive teamwork in each job and the employees' trust in the
decisions and policies of Pizza 4P's. At that time, the culture of Pizza 4P's will make a difference
and be a competitive advantage in the aviation human resources market.
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Section 5. Evaluation & recommendation

5.1 Services Product strategy
♦ Strength:
Pizza 4P's service quality is a success, when it comes to providing customers with great
experiences.
Pizza 4P’s provides a variety of dishes: from pizza, pasta, salad to dessert with unique and new
flavors and extremely high quality to bring satisfaction and delicious experience to customers.
Website, fanpage provide customers with all necessary information
Online table reservation system via website and phone is convenient and fast. Customers can come
close to the hour and still have a table available
Staff are knowledgeable and professional. With a sincere, hospitable attitude, always observing,
listening and enthusiastic and meticulous, thereby knowing the needs and desires of customers to
serve in the best way.
The restaurant is spacious and airy; Modern design, luxury, cozy. The kitchen area is designed in
an open space. Customers can witness the chef's pizza making process.
♦ Weakness:
At Pizza 4P's, sometimes there is an uneven taste of dishes between restaurants
The service at each branch of Pizza 4P's, from time to time, will also have a slight difference
because this is inherent to the service and difficult to improve.
♦ Recommendation
Re-control the recipe and how to store ingredients in each branch to limit the uneven taste.
5.2 Pricing strategy
♦ Strength
Brands and products have been built with a certain image value, so customers are willing to pay
at the set price.
♦ Weakness
No form of points accumulation, promotions for consumers, long-term service customers or

customer gratitude occasions (birthdays, holidays,...) have not been applied.
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♦ Recommendation
Build a points system to increase purchase motivation and build a loyal customer base. Create
reward points for customers, encourage them to use the service.
Implement incentives, discounts or use vouchers to show gratitude to customers who have used
the service many times. Offer forms of promotion on holidays, anniversaries, birthdays... of
customers.
5.3 Distribution strategy
♦ Strength:
-Sell products and services directly at their restaurant. As a result, it is possible to easily receive
direct customer reviews and feedback, and provide direct solutions to consumers.
The restaurants are located in the big center, in the densely populated area, convenient for moving.
Organize an online delivery model to help minimize social contact in the context of the pandemic.
Focus on fast delivery time, to ensure product quality and customer satisfaction.
♦ Weakness:
Few branches, small branches, lack of space leads to full table situation, unable to satisfy a large
number of potential customers.
♦ Rcommendation
Open more restaurant branches in big cities, scattered in areas where most of the target customers
are concentrated. In addition, it is possible to change the floor area, use locations with large area
and capacity, to meet the needs of more customers.
5.4 Promotion strategy
♦ Strength
Keeping up with the development of social networks, that is the dedicated work from the
department in online channels: Website, Facebook, instagram…. However, 4p's pizza did not focus
on advertising in the beginning, but still attracted customers through word of mouth.
The products are photographed, decorated very eye-catching, helping to attract customers
effectively.
Innovation from space, furniture, modern display to convenience and initiative for customers
Simple, easy-to-understand advertising content

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There are many campaigns and activities to protect the environment
♦ Weakness
Do not invest heavily in image promotion for dishes like advertising on TVC, Youtube.
The advertisement doesn't have much of a message
No holiday promotions for loyal customers
♦ Recommendation
It is necessary to have the message in the advertisement to easily remember in the mind of the
consumer; Introducing the dish creates a message or a story about the dish that impresses
customers
Discount for loyal customers on special birthday once a year
Focus more on video advertising through youtube and TVC
5.5 Service processes management
♦ Strength
Process is one of the things Pizza 4P’s is doing best right now, because for them: “Being able to
satisfy customers is the most effective way to promote”.
Pizza 4P's has designed a strict, methodical but still neat, reasonable and most convenient operation
process for customers. Pizza 4P's has reduced cumbersome procedures to optimize the operation
process, in order to help consumers having the best experience when using the service.
Besides, building a professional operating process of Pizza 4P's has helped businesses save
management costs, improve brand value, and build trust in the eyes of customers. This is also one
of the strong points of service that Pizza 4P's brings to customers.
Besides serving product quality, but also focusing on formal space. Staffs are well trained, can
judge the psychology of customers to serve the most attentive.
When you book accommodation on the website, you will definitely have a seat, and it will be
reserved for 20-25 minutes, the parking space is easy to find, the security guard is friendly, the
seat check is also professional.
Toilets are usually clean, smell not bad, paper toilet is fully provided to serve the needs of
customers before leaving to enjoy the most complete service and experience.
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♦ Weakness
During the eating process of customers, each customer's opinion will be different, the quality of
the food is not uniform at some branches.
Some places, when asked for some dishes, were sold out even though they were still going for an
early order.
Waiting for a long time will make customers feel uncomfortable and worried, sometimes the
overload of customers in some branches is too crowded, and staff will not be able to control the
order of each table and will forget the order of the customer or the wrong order.
♦ Recommendation
Collect customer opinions, periodically improve products to suit the general taste, manage and
control all recipes and how to store ingredients in each branch to reduce unevenness in different
locations dish.
Improve the storage of goods and materials, maintain the number of products to easily provide the
food that customers want.
It is necessary to have a store manager who can cover all issues from preparation to customer
service, to solving problems of subordinates if mistakes happen to customers.
5.6 Physical evidences management
♦ Strength
4P's facilities are rated as one of the most luxurious and beautifully designed restaurants in both
Ho Chi Minh City and Hanoi, which is evidence from the comments or reviews on review websites
like foody.
Figure 5.31: Evidence from the comments or reviews on review websites
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As seen above, on the rating scales of location, facilities, and 4P's space, customers are highly
appreciated, all of them are above 8.0 and some are even rated 8.5 by customers – 9.3/10 shows
that customers when coming to 4P's to use the service are very satisfied with the facilities here.
♦ Weakness
Although 4P's is well-known and satisfied with the quality of food and facilities here, there are
still some comments from customers to improve the service of this famous restaurant.
 Having to make a reservation before coming to eat and waiting to have a seat due to
crowds also reduces the interest of guests to eat.
 There are one or two branches where the temperature is not suitable, using both fans and
air conditioners makes noise
 There is a branch in a small alley but there is no guide, making it difficult for customers
to find the location
♦ Recommendation
In terms of facilities, 4P's restaurant needs to expand the space further and have a customer
management system to make reservations accordingly so as not to lose customers when there is a
crowded phenomenon, so the customers who come later have no seats. Provide guests waiting to
drink free water, have some snacks for them to sip, talk, relax until there is a table to eat.
Assess the facility space for guests to evaluate after each meal to find out if the customer has
nothing to improve. Save each guest's information so that after improving, see if they evaluate it
better for comparison and further improvement.
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The branches are located in a location that is not easy to find, so having an outside guide, showing
interest will increase the likelihood that they will return next time even though the location is
difficult to find.
5.7 People management
Figure 5.36: Employee Retention in The Past 2 Years
♦ Strength
The focus on improving the quality of human resources has earned 4P's members' trust through
building a spiritual environment. That has made the employees at 4P's see each other as a family
not only between employees and employees but also between employees and customers. Thereby,
making customers feel more comfortable and satisfied.
♦ Weakness
However, there are still difficulties that the restaurant needs to find a way to solve, the fact that the
restaurant's owner is a Japanese couple Yosuke and Sunny Masuko has a significant barrier to
Vietnamese culture and investors.
♦ Recommendation
Yosuke and Masuko should spend more time learning about the habits and culture of Vietnamese
people, trying to reconcile the two independent cultures of Vietnam and Japan, but still maintaining
good qualities. The best in the country of cherry blossoms in customer service through its human
resources system.
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Conclusion
With Service Product Stratagies, Pizza 4P's up to now is still one of the successful restaurants
because of the quality of products provided as well as the quality of attentive, dedicated,
enthusiastic service, served with the criterion of bringing a smile and best satisfaction for
customers.
Services at Pizza 4P's are generally located at reasonable prices, suitable for target customers
thanks to the combination of 3 pricing strategies. The company uses a Cost-based pricing strategy
to ensure profitability and focus on reducing production costs. Using the strategy of Costumer-
based pricing helps the company increase the value of the service it brings to consumers. And
Competitor-based pricing helps businesses consider taking appropriate measures against the price
changes of competitors.
The current distribution strategy of Pizza 4P's is targeting the right target market, which is
consumers with a decent average income in the city centers. Therefore, the company's restaurant
branches attract a large number of customers. Besides, Pizza 4P's strives to build an online
distribution channel system, which plays an important role in transporting information to
consumers, and also acts as a product distribution channel. In addition, the combination with
shipping and payment intermediaries makes the service experience of consumers faster and more
convenient.
The marketing strategy of 4P’s pizza was really successful. At each tool, there are viral
communication activities that are very attractive to consumers. In addition, the marketing
campaigns of Pizza 4P's are all aimed at the common goal of developing and affirming the brand
through the quality of their products and dedicated services. Not only that, the services Pizza 4P's
brings to customers are based on the goal of environmental protection but still ensure the value of
the product.
In general, the process of Pizza 4P’s from the first years to now has been improving every day and
is now almost complete. Customer service steps from online to offline are perfect, from front stage
to back stage, Pizza 4P’s has always brought the most enjoyable experience to customers. Ensuring
the participation in building their service brand image through the most authentic experiences,
leaving many impressions in the hearts of customers, eassily getting customers’ satisfaction when
it comes to the service process taking place here.
In general, 4P's has done extremely well in providing the most pleasant and comfortable
environment and space for customers. From the architectural design for each restaurant to the
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smallest details such as the surrounding wall color, the decoration is both in line with the
restaurant's characteristics and in harmony with Vietnamese culture to interacting with customers.
Friendly staff, easy to approach create extremely high satisfaction.
From the failures in the past to the way to where it is today, 4P has tried very hard to gradually
harmonize with the way of working with Vietnamese employees. What makes the restaurant's staff
happy is that the staff here treat each other like family, not only among employees but also with
customers. 4P's focuses on caring and being friendly to customers, so the working atmosphere here
is built extremely comfortable, employees do not think they are working but they are at home.
When customers come, they feel like it is not a customer but a relative who has just returned and
can serve them in a very comfortable and sincere way, not a customer-employee relationship.
This topic lets us know the importance of Marketing - Mix 7P's strategy through the concepts,
roles, functions and process of building and implementing a marketing mix strategy. We can
master the content and method of implementing strategies in Marketing - Mix 7P's which are
product strategy, pricing, distribution, promotion, people, process and physical infrastructure of
the company. Pizza 4P's restaurant service belongs to Pizza 4P’s Joint Stock Company. For a
company that wants to develop its brand, understand the psychology and taste of customers, it is
very important and necessary to use the Marketing - Mix strategy in its marketing activities. It is
very difficult to survive and develop in today's highly competitive market, which requires
businesses to form many reasonable business strategies, unique marketing strategies and especially
to capture the psychology and the strange and delicate taste of Vietnamese people.
In the market of food service industry in Vietnam, there are many famous brands from domestic
brands to international brands. Each pizza chain has a different segmentation focus strategy. The
familiar pizza chains in Vietnam are now developed by large corporations, Pizza 4P's is still
recognized as a favorite brand chosen by many consumers. Positioned as a restaurant chain (fine-
dining) rather than a fast food restaurant or pizza shop (Pizzeria) with Pizza at 4P's is a combination
of Japanese and Italian tastes, featuring Thin base, thin filling and lots of cheese in Napoly style.
It can also be thanks to the fact that Pizza 4P's offers consumers new services and experiences,
good quality and a variety of dishes as well as unique designs that are a little different from
restaurants. Along with the marketing activities of Pizza 4P's, they are used and operated flexibly
and intelligently when targeting customer needs and experiences to bring great revenue to the
business. Finally, based on the analysis and service experience to provide solutions and
suggestions to help businesses improve and improve efficiency in the food industry in Vietnam.
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List of References & Originality

Philip Kotler – Gary Armstrong (2012). Principle of Marketing, 14th Edition
Christopher Lovelock, Services Marketing, 7th Global Edit
Pizza Hut website, Extracted from: https://pizzahut.vn
Domino Pizza website, Extracted from: https://dominos.vn/vn#address
Pizza 4P’s website, Extracted from: https://pizza4ps.com/
Buzza Pizza Fanpage, Extracted from:

https://www.facebook.com/buzza.pizza.01/posts/2077540982501622/
Buzza Pizza Review - Nguyen Thi Thap, Extracted from foody.vn: https://www.foody.vn/ho-chi-
minh/buzza-pizza-nguyen-thi-thap/binh-luan
Tuyet Pham (2018), Buzza Pizza Menu – Review, price, promotion hot delicious Italian pizza in
HCMC, Extracted from Nhahanguytin: https://nhahanguytin.blogspot.com/2018/07/buzza-pizza-
menu-review-gia-khuyen-mai.html
Buzza Pizza – Italian taste in the heart of Saigon, (2014), Extracted from kenh14.vn:
https://kenh14.vn/doi-song/buzza-pizza-huong-vi-y-giua-long-sai-gon-20140930014343701.chn
(2015), PIZZA HUT WITH MIGHT MARKETING STRATEGY, Extracted from

kinhdoanhnhahang.vn: https://kinhdoanhnhahang.vn/pizza-hut-voi-chien-luoc-marketing-hon-
hop/
(No date), Marketing Mix 7P and success story of Pizza Hut, Extracted from tmsol.vn:
https://tmsol.vn/marketing-mix-7p/#Promotion_Quang_ba
Hitesh Bhasin (2020), Marketing mix of Domino’s Pizza, Extracted from

marketing91.com: https://www.marketing91.com/marketing-mix-dominos/
Bùi Hương Thu (2018), Visit Pizza 4P's to enjoy Japanese-style pizza - Italian style, Extracted
from bloganchoi.com: https://bloganchoi.com/ghe-pizza-4ps-de-thuong-thuc-pizza-kieu-nhat-
phong-cach-y/
(2021), See the design of Pizza 4P's restaurant in the top 50 in the world, Extracted from
noithatkendesign.vn: https://noithatkendesign.vn/ngam-nhin-thiet-ke-nha-hang-pizza-4ps-lot-
top-50-gioi.html#Thi
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Thành Trung (2020), From the customer's perspective to Pizza 4P's, Starbucks…to experience the
store's cultural space: Is the post-Covid-19 online transformation a situation or a necessity?,
Extracted from cafef.vn: https://cafef.vn/tu-goc-nhin-khach-den-pizza-4ps-starbucksde-trai-
nghiem-khong-gian-van-hoa-cua-hang-viec-chuyen-doi-online-hau-covid-19-la-tinh-the-hay-bat-
buoc-20200506171230341.chn
Phương Thu (2017), How strong is the fast food market?, Extracted from Dan Tri:
https://dantri.com.vn/kinh-doanh/thi-truong-thuc-an-nhanh-dang-manh-den-muc-nao-
20171221091450625.htm
AhaMove (no date), Pizza 4P’s – From the motto “Delivering Wow, Sharing Happiness” to the
journey to elevate the definition of “food delivery”, Extracted from AhaMove:
https://ahamove.com/merchant-pizza-4ps/
Careers - Pizza 4P's, Pizza 4P's recruitment website, Extracted from Pizza 4P’s:
https://pizza4ps.talent.vn/
Diệp Nguyễn & Minh Ngọc (2017), Pizza 4P's: The story of how Japanese pizza conquered the
"fastidious mouths" of Vietnamese people!, Extracted from Kenh14: https://kenh14.vn/pizza-4ps-
cau-chuyen-chiec-pizza-cua-nguoi-nhat-da-chinh-phuc-nhung-cai-mieng-kho-tinh-cua-nguoi-
viet-nhu-the-nao-20170623020658843.chn
Chef Job (no date), 4P's Pizza Restaurant And WOWs Bring Happiness, Extracted from Chef Job:
https://chefjob.vn/nha-hang-pizza-4ps
Châu Cao (2019), Pizza 4P's, a startup story inspired by an ex-girlfriend's hobby, Extracted from
Brands Vietnam: https://www.brandsvietnam.com/18481-Pizza-4Ps-cau-chuyen-khoi-nghiep-
truyen-cam-hung-tu-so-thich-cua-ban-gai-cu
Senplus (no date), The origin of the success of Pizza 4P's restaurant chain, Extracted from
Senplus: https://senplus.vn/nguon-goc-thanh-cong-cua-chuoi-nha-hang-pizza-4ps.html
Hao Tran (2018), Pizza 4P's team ahead of IPO in 2020, Extracted from Vietcetera:
https://vietcetera.com/vn/doi-ngu-pizza-4ps-truoc-them-ipo-nam-2020
Emerson Cesar (2021), Pizza 4P’s: the best pizza in Viet Nam with Japanese hospitality, Extracted
from Classeturista: https://www.classeturista.com/en/vietnam/eating-pizza-in-vietnam/
Working at Pizza 4P’s, Extracted from: https://glassdoor.com/
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Hằng Nga (2020), Top 16 most famous and delicious Pizza brands in Ho Chi Minh City, Extracted
from Toplist: https://toplist.vn/top-list/thuong-hieu-pizza-ngon-noi-tieng-nhat-o-tphcm-
18313.htm
Đinh Trung Thành (no date), Report on F&B business market in Vietnam 2020, Extracted from
Trung Thành business mentor: https://trungthanh.net/bao-cao-nganh-nha-hang/
VTV4 (2018), The start-up story of 4P's pizza, Extracted from Youtube:
https://www.youtube.com/watch?v=F0bac6Mazvk
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Appendices
Level of
Name Student code Phone number
distribution
1 Phạm Thảo Nguyên 1921005570 0903100726 100%
2 Đoàn Vân Nhi 1921005580 0799861116 100%
3 Phạm Ngô Đăng Khoa 1921005469 0906621017 100%
4 Nguyễn Thị Thu Trang 1921005729 0966521620 100%
5 Trương Đặng Ngọc Linh 1921005506 0929051209 100%
6 Huỳnh Anh Tuấn 1921005749 0384669228 100%
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Phân tích 7P của Pizza 4P's

Marketing Service (Trường Đại học Tài chính - Marketing)

Studocu is not sponsored or endorsed by any college or university

UNIVERSITY OF FINANCE – MARKETING

ANALYSIS FOR MARKETING STRATEGY OF

Team’s members names and IDs: Phạm Thảo Nguyên - 1921005570

Đoàn Vân Nhi - 1921005580

Phạm Ngô Đăng Khoa -1921005469

Trương Đặng Ngọc Linh - 1921005506

Nguyễn Thị Thu Trang – 1921005729

Huỳnh Anh Tuấn - 1921005749

Ho Chi Minh, 2021

Downloaded by Ph??c Qu?c Nguy?n (nguyenphuocquoc0908@gmail.com)

Downloaded by Ph??c Qu?c Nguy?n (nguyenphuocquoc0908@gmail.com)

TABLE OF CONTENTS ................................................................................................................ ii

LIST OF FIGURES ......................................................................................................................... v

LIST OF TABLE ........................................................................................................................... vi

Section 1. Introduction .................................................................................................................. 1

1.1 Objective of ours study .......................................................................................................... 1

1.2 Report flow ............................................................................................................................ 1

1.3 Introduce ................................................................................................................................ 2

1.4 Core values ............................................................................................................................ 3

1.5 Vision and mission ................................................................................................................ 3

Section 2. Market & Competitors Analysis ................................................................................ 4

2.1 Market situation ..................................................................................................................... 4

2.2 Competitors ........................................................................................................................... 5

Section 3. Target customers analysis & Positioning Strategy ................................................. 12

3.1 Targeting .............................................................................................................................. 12

3.2 Consumer Behavior ............................................................................................................. 13

3.2.1 Need arousal ............................................................................................................ 13

3.2.2 Information search ................................................................................................... 13

3.2.3 Evaluation of alternative solutions .......................................................................... 13

3.2.4 Purchase decision .................................................................................................... 15

3.3 Encounter stage.................................................................................................................... 15

3.4 Post – encounter purchase ................................................................................................... 16

Section 4. Analyzing the Marketing Mix (7Ps) Strategies ....................................................... 18

4.1 Services Product strategy..................................................................................................... 18

4.1.1 Characteristics of restaurant service at Pizza 4P's.................................................. 18

Downloaded by Ph??c Qu?c Nguy?n (nguyenphuocquoc0908@gmail.com)

4.1.2 Core product ............................................................................................................ 19

4.1.3 Supplementary service.............................................................................................. 22

4.1.4 Branding Strategies for Service ............................................................................... 25

4.2. Pricing strategy ................................................................................................................... 25

4.2.1 Cost-based pricing ................................................................................................... 27

4.2.2 Value-based pricing (Customer-based pricing) ....................................................... 28

4.2.3 Competitor-based pricing ........................................................................................ 29

4.3. Distribution strategy ........................................................................................................... 29

4.3.1 Distribution channel system ..................................................................................... 30

4.3.2 Distribution intermediaries ...................................................................................... 31

4.3.3 Distribution strategy ................................................................................................ 33

4.4. Promotion strategy.............................................................................................................. 34

4.4.1 Who - Target audience ............................................................................................. 34

4.4.2 What - The message to convey ................................................................................. 34

4.4.3 How - Through a variety of communications channels............................................ 35

4.4.4 Where & When ......................................................................................................... 44

4.5 Service processes management ........................................................................................... 44

4.5.1 Service processes...................................................................................................... 44

4.5.2 Customers as co-producer ....................................................................................... 50

4.6 Physical evidences management ......................................................................................... 50

4.6.1 The Servicescapes Model ......................................................................................... 50

4.6.2 Behavior Consequences of Affect ............................................................................. 50

4.6.3 Internal responses of customers ............................................................................... 51