7. Brand Name: Pizza Hut is a franchise of Yum Restaurant which has its outlets worldwide.
8. Food worth its Price: Employing economies of scale, Pizza Hut has made its offerings more affordable. They have starting range of Pizza with just Rs 75 and individual serving pizza with cold drink for Rs 99 only.
25. e.g. Services 7 P’s OF SERVICES PRODUCT Worldwide and in India, Pizza Hut has come to become synonymous with the ‘best pizzas under one roof’. This is because at Pizza Hut the belief is that every pizza has its own magic, thus making it a destination product – which everyone seeks. It is this belief that has ignited the passion to create, innovate and serve the finest product the industry has to offer, while setting standards for others to strive to replicate. Pizza Hut is committed to providing uncompromising product quality, offering customers the highest value for money and giving service that is warm, friendly and personal. A critical factor in Pizza Hut’s success has been its unique dining experience. Crewmembers at Pizza Hut strive each day to provide ‘customer mania’ - the kind of service that ensures that every visit of the customer is a memorable one. Over the years Pizza Hut has also developed and successfully introduced a range of products especially suited to the Indian palate. These products like Chicken Tikka, Spicy Korma, Spicy Paneer and the Masala and Tandoori pizzas have been a tremendous success. What has also given Pizza Hut a competitive edge is that in addition to an extensive range of internationally renowned pizzas like The Italian, the proprietary Pan Pizza and Stuffed Crust, in India the menu offers the option of a complete meal. It includes appetizers, a Salad Bar - where the customers can make their own fresh salads, a range of soups, pastas and desserts PRICE In the past, Pizza Hut has successfully used the high/low pricing strategy when setting the retail price of its products. The high/low retail pricing strategy allows Pizza Hut to charge a price that is above the competition, but also promote frequent sales to lower the price below them. Both Pizza Hut and the beverage Mountain Dew are Pepsi subsidiaries, bundle pricing will be used.. Pizza Hut will be able to sell two products together at a single price to suggest a good value. Different groups of customers are willing to pay different prices for the same product. Pizza Hut can sell
The Extreme
to the customers who will pay the higher price to be the first to buy and also to the bargain hunters Finally, this strategy will emphasize product and service quality. Pizza Hut sets a high initial price for its products to send a signal to customers that its products are quality and the service is excellent. PROMOTION The objectives of promotion are to introduce a new product, stimulate demand, change the short-term behavior of the customers, and encourage repeat or greater usage by current customers. Pizza hut uses many promotional strategies. The main promotion is a coupon to purchase. This promotion is also distributed mainly by mail (VIP members), but also by fliers on college campuses around the country in order to reach the target market. They are using billboards on main stream places to get there customer. They are also distributing door to door brochures to capture more and more customers. Pizza huts also using marketing techniques. These are the strategies Pizza hut is using for its marketing. Pizza huts try's to attract the younger generation as their main market segment. Apart from this Pizza Hut is using intense marketing strategies they are also giving ads in magazines. Advertising camping will creates awareness of the products in our target markets. DISTRIBUTION The type of distribution channel used by Pizza Hut is the direct channel. The direct channel is successful when there is an extremely large market that is geographically dispersed. The direct channel is also useful when there are a large number of buyers, but a small amount purchased by each. Pizza Hut uses three different methods of selling its products directly to the market. The first method of distribution used by Pizza Hut is delivery. Customers can call Pizza Hut ahead of time, place an order, and the order is delivered to the customer's home. Another method of distribution is for customers to dine-in. Customers can go to the nearest Pizza Hut, place an order, and either leave with the order or eat at the restaurant. One of Pizza Hut's largest competitive advantages is its restaurant style facility. Pizza Hut offers a clean place to sit down and enjoy the variety of pizzas, salads, and sandwiches in a fun, family atmosphere. The third method of distribution is! online ordering. Customers can now go on the Internet and place an order. This method is useful because it allows customers to view the entire menu, download any special coupons, and order without having to disclose any credit card numbers. The market coverage for
The Extreme
will be nationwide. Customers all over the country will be able to order
The Extreme
by one of the three distribution methods. PEOPLE Here the job design is not the most difficult task to do. Also there is no specific requirement for recruiting process. After talking one of the employees in Pizza Hut, we came to know the criteria of selection. The girl was from west India, she was only 10th passed out. After this we it was confirmed that there is no proper requirement of the educational background. The only factor they were considering on the communication skills, how they communicate with the customers. Since the communication is the most important factor between the customer and employee because the whole process is depended on giving the orders for food. For this the Management conducted the training process for the new employees. The Training is given for total 5 days. Out of 5 days, they have 3 days for kitchen training and other 2 days in the main dining, that is, how to take orders and basically how to communicate with customers and make them happy by their services. PROCESS The design of the process of the pizza hut is very efficient .pizza hut do not follow any kind of hierarchy , all the employee is at the same level ,pizza hut has a very prescribe and well known process by adopting various technology software which help them to upgrade their supply management and also manage their crowd of customer efficiently. PHYSICAL EVIDENCE The ambience of the pizza hut is good enough to catch up the people .they provide a very good dining experience with high quality of atmosphere in terms of there physical evidence. and pizza hut always try to upgrade with changing envierment and modernization is key of success of the pizza hut. SERVICE PROCESS REFRENCES Websites www.pizzahut.co.in www.pizzahut.com www.images.google.co.in www.wikipedia.org www.google.co.in Books Marketing management-(Philip Kotler) Marketing planning & strategy-(Subhash C.Jain)
![Marketing PROJECT ON PIZZA HUT Submitted To: Submitted By: Dr. Sajeevan RaoSaurabh Gupta Roll No-90, Sec-B ,[object Object],S. NoPARTICULARSPAGE 1.Pizza Hut- The Introduction 3-5 2.Ansoff Matrix6 3.Quality Management7 4.Perceptual Mapping8 5. Technological Changes 9-10 6.Chase Strategy11 7.SWOT Analysis12 8.Segmentation, Targeting & Postioning13-15 9. 7Ps of Services16-18 10.Service Process19-20 11.Refrences21PIZZA HUT-The Introduction Pizza Hut is one of the flagship brands of Yum! Brands, Inc., which also has KFC, Taco Bell, A&W and Long John Silver’s under its umbrella. Pizza Hut is the world’s largest pizza chain with over 12,500 restaurants across 91 countries In India, Pizza Hut has 140 restaurants across 36 cities, including Delhi, Mumbai, Bangalore, Chennai, Kolkata, Hyderabad, Pune, and Chandigarh amongst others. Yum! is in the process of opening Pizza Hut restaurants at many more locations to service a larger customer base across the country Pizza Hut is known for its Good Quality Food (Hygiene) Brand Name Food worth its Price Good Service New Kind and Styles of Pizzas in its Menu. PIZZA HUT'S MISSION STATEMENT We take pride in making a perfect pizza and providing courteous and helpful service on time all the time. Every customer says,
I'll be back!
We are the employer of choice offering team members opportunities For Growth, Advancement, And Rewarding Careers in a Fun, Safe Working Environment. • P.E.A.R.L.S PASSION for excellence in Doing everything EXECUTE with positive energy and urgency. ACCOUNTABLE for growth in customer satisfaction and profitability. RECOGNIZE the achievement of others and have fun doing it. LISTEN and more importantly, respond to the voice of the customer. PIZZA HUT STORY 1958: The legacy of Pizza Hut began, when two college-aged brothers from Whichita, Kansas, Frank and Dan Carney opens first Pizza Hut restaurant after borrowing $600 from their mother. 1959: Pizza Hut is incorporated in Kansas and the first franchise unit opens in Topeka, Kansas. 1968: International market entered with opening of Pizza Hut restaurant in Canada. 1969: Red roof adopted for restaurants. 1972: Pizza Hut, Inc. listed on New York Stock Exchange under the symbol PIZ. 1977: Pizza Hut, Inc. stockholders overwhelmingly approve merger with PepsiCo, Inc. for an undisclosed sum. 1986:Delivery service, as a new concept, is initiated 1996: Pizza hut comes to India with a dine in restaurant Bangalore that has special vegetarian pizzas. 1997: Pizza hut opens a dine-in restaurant in Delhi. 2007: Pizza hut brought out our Thick n Thin Pizza and began to re-franchise our dine-in restaurants. 2009: Pizza Hut offering baked fillings in the corner of the pizza LOCATION IN INDIA Pizza Hut entered India in 1996, and opened its first restaurant in Bangalore. Since then it has captured a dominant and significant share of the pizza market and has maintained an impressive growth rate of over 40 per cent per annu. Yum! Brands Inc is the owner of the Pizza Hut chain worldwide. A Fortune 300 company, Yum! Brands owns Kentucky Fried Chicken, Pizza Hut, Taco Bell, A&W and Long John Silver’s restaurants worldwide. In India Pizza Hut has not included all kinds of Pizza which it serves elsewhere. But rather localized its menu as per Indian customers A critical factor in Pizza Hut’s success has been a menu that has constantly evolved and expanded to cater to the changing needs and specific preferences of customers in different parts of the world. In having understood the pulse of the customers in India, Pizza Hut has clearly established itself as a brand with an Indian heart. Besides offering an extensive range of vegetarian pizzas, it was the first pizza chain to open a 100% vegetarian restaurant in India in Surat and later in Ahmedabad and Chowpatty, where it offers a Jain menu sans all root-based ingredients. ANSOFF MATRIX EXISTING CUSTOMERSNEW CUSTOMERSEXISTINGSERVICESConsolidation/ Market Share BuildingMarket DevelopmentNEWSERVICESService DevelopmentDiversification Pizza Hut has always had the first mover advantage. Their marketing strategy in the past has always been to be first. One of their main strategies that they still follow today is the different things in their menu. Most recent one is the filling of toppings in the pizza corner. Therefore they are offering same customer a different kind of product. Thus they are into Service Development. Pizza Hut is always trying to come up with some innovative way to make a pizza into something slightly different - different enough that customers will think it as a whole new product. For this they take innovative ideas from Institutes like IHM ( Institute of Hotel Management) as well as motivate their workforce to come up with ideas. QUALITY MANAGEMENT To ensure stringent international bench-marks in the quality of products and services at all its restaurants across the world, Pizza Hut has a mystery shopper program in which an unknown official visits a restaurant and evaluates it on certain defined parameters called C.H.A.M.P.S. that stand for Cleanliness, Hospitality, Accuracy, Maintenance, Product quality and Speed. Based on the report submitted by the official, the restaurants are rated and in the rare case of finding under performers, they are kept under strict vigil This is the most important for a food chain like Pizza Hut. All the employees’ backof-the-house i.e. the kitchen assistants are trained accordingly. They are given extra classes in order to meet the quality standards set by Pizza Hut around the world. This strategy is important in order to satisfy the CHAMPS. This strategy is strictly implemented in Pizza Hut in order to fulfill the quality standards. Different quality management staff is also there at Pizza Hut. The shift managers have the task to observe whether the quality standards are met or not, whereas there are a total quality management department at the main office in Gurgaon. This department has the task to implement quality standards and know whether they are achieved or not. PERCEPTUAL MAPPING Perceptual mapping helps the Management to see the real picture of their own and their competitiors. In above map, Services are plotted on X-axis and Pricing is plotted on Y-axis. Expensive and high services : 1st quadrant Expensive and moderate services : 2nd quadrant Inexpensive and moderate services : 3rd quadrant Inexpensive and high services : 4th quadrant The competitors for Pizza Hut are Domino’s, KFC and McDonalds. Pizza Hut is providing High Services at very high price. That is why it is plotted in 1st quadrant. Likewise, McDonald provide high services but the food products are not expensive. But in 2nd quadrant, the services are moderate and they cost high than McDonald. ,[object Object]](https://image.slidesharecdn.com/marketingproject-100122085334-phpapp01/85/marketing-project-on-pizza-hut-1-320.jpg)
![Now a day’s technology is improving so Pizza hut has to keep track with it or else its competitor may take advantage of it and move ahead than pizza hut. It makes sure that it uses baking and heating ovens that are new and efficient. They have tie ups with company which provide them cold rooms. This tie up is of exchange of machine after a period of 6 months if new kind of machine is made by them.Not only in machines and equipments but also in marketing they try to be updated. They use internet (they have VIP (very into pizza) club made where people can register their email, mobile number where pizza hut provide them latest pizza news, discounts and offers at email ,mobile phones) telemarketing, advertising for their promotional activities. ,[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)