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7/29/2019 Retail Marketing Project..Riyafa Safwan New
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RETAIL MARKETING PROJECT
DONEBY.10/UCMA/556
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CONTENTS:
#letter
# Introduction
# History of Pizza hut
# Marketing mix of pizza hut
# Process of marketing
# Conclusion
#Acknowledgement
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Introduction:
What is retail marketing?
Retail marketing is the range of activities undertaken by a
retailer to promote awareness and sales of the companys
products. This is different from other types of marketing
because of the components of the retail trade, such as
selling finished goods in small quantities to the consumer or
end user, usually from a fixed location. Retail marketing
makes use of the common principles of the marketing mix,
such as product, price, place and promotion. A study of
retail marketing at university level includes effectivemerchandising strategies, shopping and consumer behavior,
branding and advertising. Retail marketing is especially
important to small retailers trying to compete against large
chain stores.
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History and Development of Pizza hut:
Thelegacy of Pizza Hut began in 1958, when two college
students from Wichita, Kansas, Frank and Dan Carney, wereapproached by a family friend with the idea ofopening apizza parlor. Although the concept was relativelynew tomany Americans at that time, the brothers quicklysaw thepotential of this new enterprise.After borrowing $600 from
their mother, theypurchased some second-hand equipmentand rented asmall building on a busy intersection in their
home- town.The result of their entrepreneurial efforts was the first Pizza
Hut restaurant, and the foundation for what would become
the largest and most successful pizza restaurant company
in the world.Products of pizza have been voted Number One
in countless consumer surveys nationwide.And our
accomplishments as an innovative business leader have
been cited by such respected publications as RestaurantBusiness, Fortune and The Wall Street Journal.Pizza Hut,
Inc., a division of Tricon Global Restaurants, Inc., has more
than 7,200 units in the U.S. and 3,000 units in more than 86
other countries.Tricon is the parent company to two other
segment leaders, Taco Bell and KFC. When combined with
Pizza Hut, these organizations make up the world's largest
restaurant group, with almost twice as many units as
McDonald's.Beginning with the original thin crust pizza first
served in 1958, Pizza Hut has made continuing efforts to
refine their products, and to develop new products suited to
everyconsumer taste.
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Today, five major products, Pan Pizza, Thin 'N Crispy
pizza, Hand-Tossed Style pizza, Stuffed Crust Pizza and The
Big New Yorker Pizza are loved by millions around the world
and have become the standard by which all others are
judged.They are working together to run great restaurants in
order to be the best at making and serving the best pizza in
America. That means they are willing and able to go to any
lengths to make their customer's experience with Pizza
Hut an enjoyable one. And it means they strive to present
the finest products the industry has to offer, and to provide
those products wherever and whenever people want them.
1958:The first Pizza Hut restaurant opens in Wichita, Kansas,
started by two college-aged brothers who borrowed $600
from their mother.
1959:
Pizza Hut is incorporated in Kansas and the first franchise
unit opens in Topeka, Kansas.
1965:
"Putt-Putt to Pizza Hut" musical jingle developed for PizzaHut's first television commercial.
1967:
A Pizza Hut restaurant was built in five days by franchisees
at the Oklahoma State Fair. World's largest pizza (six feet in
diameter) is baked and served at the grand opening of a Fort
Worth, Texas PizzaHut restaurant.
1968:
International market entered with opening of Pizza Hut
restaurant in Canada.Pizza Hut serves a million people a
week at its 310 locations.
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1969:Red roof adopted for restaurants.First Pizza Hut
restaurant opens in Mexico. Construction begins in Munich,
Germany and Australia.
1970:
Sandwiches added to basic menu of Thin 'N Crispy pizza,
salad, beer and soft drinks. First restaurant opened in
Australia.
1971:
Pizza Hut becomes the number one pizza restaurant chain
in the world in both sales and number of restaurants.
1972:
Pizza Hut, Inc. listed on New York Stock Exchange underthe symbol PIZ. Pizza Hut restaurant number 1,000 opens in
Wichita, KS. A unit opens in Costa Rica.
1973:
Pizza Hut restaurants open in Japan and England.
1975:
Thick'n Chewy pizza introduced. Chatsworth, CA Pizza Hut
restaurant is used in the filming of "The Bad News Bears."
1976:The 100th international Pizza Hut restaurant is opened in
Australia, while entire system reaches 2,000.
1977:
Pizza Hut, Inc. stockholders over whelmingly approve
merger with PepsiCo, Inc. for an undisclosed sum.
Super Supreme is introduced nationwide.Pizza Hut opens its
3,000th unit in Arlington, Texas.
1979:
The Sicilian Pan Pizza is introduced. Units open in Kuwait
and Abu Dhabi. Pizza Hut raises $342,000 for Easter Seals
from national promotion.
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1980: Pan Pizza is introduced throughout the system.
Restaurant numbers 4,000 opens.
1982:
The Pizza Hut ET glass promotion is picked as the top
marketing promotion of 1982 by the editorial staff ofChain
Marketing and Management. Pizza Hut serves one and a half
million pounds of pasta annually.
1983:
Personal Pan Pizza, with a five-minute guarantee, is
introduced throughout the system. Pizza Hut celebrates 25th
anniversary. Pizza Hut employs 10,000 teenagers from 16 to
19 years old.1984:
BOOK IT! national reading incentive program is launched
with 200,000 elementary students enrolled.There are more
pizza locations than hamburger restaurants in the United
States. Pizzerias account for 9.9% of all restaurants in the
U.S.
1985:
Priazzo and Calizza are introduced.1986:
The system celebrates the opening of its 5,000th restaurant,
located in Dallas, Texas. Delivery service, as a new concept,
is initiated. Fastest construction of a Pizza Hut restaurant
takes place in Wichita, KS --- 39 days from start to finish.
The national average is 85 days.
1988:
Hand-Tossed Traditional Pizza is introduced throughout the
system. Pizza Hut celebrates its 30th anniversary with a
total of more than 6,000 restaurants and delivery units
worldwide.President Ronald Reagan awards Private
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Initiative Citation to Pizza Hut President Art Gunther for the
creation of BOOK IT! Program.
1989:
The Pizza Hut Jobs Plus program expands nationwide to
employ more than 10,000 individuals with physical and
developmental disabilities. The Jobs Plus program is
recognized as the largest corporate initiative of its kind in
the food service industry.
Pizza Hut opens its 1,000th international unit in Welland,
Ontario, Canada. Pizza Hut now serves 54 countries.
Pizza Hut sells 9.1 million "Land Before Time" puppets.
When released to the public, the movie enjoyed the largestopening ever for an animated feature.
For the first time in history, Pizza Hut pizza is delivered to
the White House. First Lady Barbara Bush throws a party
for 200 Washington, D.C. children during a "Reading IS
undamental" reception.
1990:
Pizza Hut system sales reach $4 billion. Pizza Hut delivers
more than 1,340,000 pizzas on Super Bowl Sunday, about7,000 pies a minute. Kamran Atri, assistant manager in
Leesberg, VA serves his way into the Guinness Book of
World Records by waiting tables at the Leesberg, VA Pizza
Hut restaurant for 136 hours, donating $1,200 in tips to the
Loudoun County Shelter for Abused Women & Children.
More than 4,000 Jobs Plus employees work for Pizza Hut.
Personal Pan Pizza becomes available at 1,000 Stop 'N Go
convenience stores.
1992:
Lunch buffet introduced in 1,800 units. Pizza Hut sets up two
mobile hot trailers in Florida City and Goulds. Pizza Hut
provides 120,000 free meals to relief volunteers and
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those who lost their homes.Pizza boxes redesigned to save
275,000 tree a year.
1993:
Pizza Hut introduces BIGFOOT Pizza -- two square feet of
pizza cut into 21 slices. The Harvest Program is launched
nationwide to donate surplus food to food rescue agencies.
Pizza Hut makes its fastest and farthest delivery: 600
large pepperoni pizzas on a 24-hour flight from Dover Air
Force Base to U.S. service personnel in Mogadishu,
Somalia. Pizza Hut leads the entire restaurant industry in
growth and sets new company records for sales and profits.
Pizza Hut introduces Chunky Style Pizza in September.Pizza Hut signs contract with 30 hotel companies
throughout the country to provide delivery service to their
registered guests.
1994:
Pizza Hut becomes the single largest retailer of basketballs
in the United States, selling 3.7 million ballsduring its NCAA
Final Four promotion. Pizza Hut opens 9,700 square foot
Super Pizza Hut restaurant and entertainment center inMexico City. Pizza Hut in Beirut reopens after being closed
during the Gulf War. Soccer legend Pele kicks a ball through
the door of Pizza Hut restaurant number 10,000 in Sao Paulo,
Brazil on April.
1995:
Pizza Hut launches the "You'll Love The Stuff We're Made
Of" campaign. Buffalo Wings soar onto Pizza Hut menu.
These spicy chicken wings are served with dipping sauce.
Two Customer Satisfaction programs initiated: a 1-800
Customer Satisfaction Hotline and a Customer CallBack
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Program, which takes the pulse of 50,000 customers per
week. Pizza Hut launches Pizzeria Stuffed Crust Pizza,
whichimmediately sets company sales records.
The Deliver Me Home program is created by Pizza Hut and
the National Center for Missing and Exploited Children and
is tested at the Dallas/Fort Worth International Airport to
inform the community of an important identification tool in
helping to locate, identify and return missing children to
their families.Pizza Hut wins the 1995 "Choice of Chains"
award for Best Pizza Chain sponsored annually by
Restaurants &Institutions magazine, making Pizza Hut the
"Best Pizza Chain" ten of the last eleven years.1996:
Pizza Hut comes to India with a dine in restaurant
Banglore that has special vegetarian pizzas. In additional to
traditional Italian toppings , it incorporates Indian favorites
such as Chicken tikkas, Lamb korma etc. In its list of
innovative toppings. Along with pizzas, the menu features
appetizers like garlic bread and soups, fresh salads, oven
bakes pastas and choice of ice-cream sundaes.Pizza Hut airs its first ever ad during the Super Bowl.
Pizza Hut delivers 30% of the 12 million pizzas delivered
on Super Bowl Sunday. This is the biggest pizza delivery
day of the year. On May 30, Pizza Hut introduces two
varieties of chickentopped pizza... Italian Chicken and
Chicken Supreme.
1997:
Pizza Hut opens a restaurant in the capital's building
bustling M-block market in Greater Kailash-I, Unlike the
existing Pizza Hut at Shanti Niketan which is delivery
counter for just pizzas, this is dine-in where the entire
menu (salads, appetizers, pastas, deserts and of course
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pizzas) is available. Letting Delhiites get a taste of Pizza
Hut And getting them to 'Get real!' Pizza Hut launches a
meatier pepperoni.PepsiCo announces restaurant spin-off.
Pizza Hut launches "Totally New Pizzas" a quality initiative
putting sliced fresh vegetables and meaty meats on pizzas.
Pizza Hut launches "The Edge pizza"
1998:
Pizza Hut celebrates 40 years of making and serving great
pizza. Pizza Hut launches "The Sicilian Pizza" a flavorful
crust with garlic, basil and oregano baked right into the
crust Pizza Hut launches "The Best Pizzas Under One Roof"
campaign. Pizza Hut features Sony's Crash Bandicoot in theStuffed Crust Pizza/Sony Promotion.
1999:
Pizza Hut launches The Big New Yorker Pizza. A 16-inch
pizza with a sweeter, savory sauce, 100% real cheese cut
into 8 big foldable slices. Pizza Hut brings New York-style
pizza across America.Pizza Hut features Fran Drescher,
Spike Lee and Donald Trump in The Big New Yorker Pizza
advertising campaign. The celebrity campaign launched inthe pre-game advertising for Super Bowl XXXIII.
PIZZA HUT IN INDIAPizza Hut entered into India in 1996. The 1st branch of Pizza
Hut was opened in Banglore. There are 72 outlets of Pizza
Hut in India in cities like Delhi, Mumbai, Calcutta, Chennai,
Ahmedabad, Surat, Baroda, Banglore, Agra, Jaipur,
Dehradun, Hyderabad, Cochin, Pune. The higher sales of
pizza and other food items of Pizza Hut is in
Banglore, Mumbai and Delhi. There are 4 franchise of Pizza
Hut working in 4 different zones such as: -
(1) NorthDevyani Pvt. Ltd.
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(2) WestDodsal Corporation Pvt. Ltd.
(3) SouthPizzeria
(4) EastFavourite Foods Pvt. Ltd.
MOST PREFERABLE PIZZA IN INDIAIn all over India, the sales of non-vegetarian food is more
than the vegetarian food except in Gujarat. The most
preferred pizzas of Pizza Hut in all over India are as under:
(1) Super Supreme Pizza
(2) Chicken Tika Pizza
(3) Pepperoni Pizza
(4) Chatani Pizza(5) Tam Tama Pizzas
(6) Tandori Paneer Pizza
Marketing Mix of Pizza hut:Packaging, pace, positioning & product portfolio
management are new entrants to the traditional four some
of product, price, place & promotion in any corporate
marketing mix.
Marketers use numerous tools to elicit desired responses
from their target markets. These tools constitute a
marketing mix.Thus, marketing mix is the set of marketing
tools that the firm uses to pursue its marketing objectives in
the target market.
Marketing mix decisions must be made for influencing
the trade channels as well as the final consumers. The 7 Ps
of marketing are : product, price, promotion, place
packaging, positioning, product portfolio management.
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Product:Product is a key element in the market offering. A product is
anything that can be offered to a market to satisfy a want or
need. Pizza Hut provide a variety of pizzas to its customers.
The Pizza Hut outlets in Ahmedabad and Surat are the
only 100% pure vegetarian outlets in the whole world. The
pizzas are flexible to the taste and preferences of thecustomers. They can be divided into three categories:
i. Personal Pan Pizza which serves one person.
ii. Medium Pizza which serves two person.
iii. Family Pizza which serves four people.
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Customers can choose from two types of crust Pan
Pizza or the Italian. No root based ingredients are used an
the sauce and other garnishing do not contain onion and
garlic in case ofJain specialties.
Besides the wide variety of choices in pizzas, the customers
also get a very good choice in soups, appetizers, pastas,
salad, beverages and desserts.
PIZZA:
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The Heart Attack Grill may be making news forsending yet
another patron to the hospital, but Pizza Hut is doing its
level best to keep up. The fast food chain recently
introduced a cheeseburger-ringed pizza crust in its Middle
East franchises.
In an ad for the utterly over-the-top pizza, a customer laughs
as he jokingly orders a cheeseburger at a Pizza Hut. But, to
his astonishment, the server replies with a "Cheeseburger?
Sure!" and presents the table with the Crown Crust Pizza.
"Made with perfectly grilled mini-cheeseburger gems,
nestled in crown crusts, topped with beef, fresh veggies and
drizzled with Pizza Hut's special sauce," intones a voice-overas the monstrosity is shown in extreme close-up.
So far, the pizza is only available in the Middle East. Hearts
and minds, people.
Delicious Veg Pizzas with Kebabs made from crunchy flavours of fresh vegetables, paneer, golden corn and melted
cheese, topped with hot pepper sauce around your favourite toppings at the center.
Serves 2-3
Margherita 315
Veg Kebabs with Cheese
Veggie Royal 385Veg Kebabs with Tomato, Onion, Green Chilli,Oregano Sprinkle and Cheese
Veggie Fortune 445Veg Kebabs with Tomato, Green Capsicum, Sweet Corn,
Onion, Lebanese Sprinkle and Cheese
Veggie Grand 495Veg Kebabs with Mushroom, Green Capsicum,Onion, Sweet Corn, Red Paprika,Black Olives and Cheese
http://blog.zap2it.com/pop2it/2012/04/heart-attack-grill-would-you-eat-there-poll.htmlhttp://blog.zap2it.com/pop2it/2012/04/heart-attack-grill-would-you-eat-there-poll.htmlhttp://blog.zap2it.com/pop2it/2012/04/heart-attack-grill-would-you-eat-there-poll.htmlhttp://blog.zap2it.com/pop2it/2012/04/heart-attack-grill-would-you-eat-there-poll.html7/29/2019 Retail Marketing Project..Riyafa Safwan New
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Delicious Non Veg Pizzas with Chicken Kebabs made from spicy Mediterranean chicken, fresh mintand cumin, topped with hot pepper sauce around your favourite toppings at the center.
Serves 2-3
Chicken Jewel 415Chicken Kebabs with Tomato, Onion, Green Chilli,Oregano Sprinkle and Cheese
Chicken Majestic 475Chicken Kebabs with Hot n Spicy Chicken, Tomato,Green Capsicum, Onion, Olive, Oregano Sprinkle and Cheese
Chicken Splendor 525Chicken Kebabs with Chicken Tikka, Green Capsicum,Sweet Corn, Onion, Red Paprika, Olive and Chees
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VEGETARIAN
Serves:
Personal
(1)
Medium
(2)
Family
(4)
Margherita 100 215 380A classic cheese pizza.
Simply Veg 145 295 475Tomatoes, onionsand cheese.
Spicy Veggie 145 295 475Tomatoes, crispy onions,green chillies and cheese.
Veggie Crunch 145 295 475
Onions, capsicum and cheese.
Double Cheese 145 295 475Cheese pizza, toppedwith extra cheese.
Veggie Lovers 195 365 545Mushrooms, onions,tomatoes, capsicum
and cheese.
Serves:Personal
(1)Medium
(2)
Country Feast 195 365Sweet corn, mushrooms,tomatoes, onions,capsicum and cheese.
Exotica 235 415Red and green capsicum,baby corn, olives, spicyalapeos and cheese.
Veggie Supreme 235 415Mushrooms, capsicum,onions, baby corn,tomatoes, olives andcheese.
Paneer El Rancho 235 415Cajun-spiced paneer,
black olives, corn,capsicum, onionsand cheese.
Tandoori Paneer 195 365Paneer, onion, capsicum,red paprika and tomato.
Paneer Makhani 195 365
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Paneer, capsicum, onion,
and red paprika.
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BEVERAGES OF PIZZAHUT:
MOCKTAILS
Very Berry Daiquiri 85Chilled drink with strawberry flavourand blended ice.
Orange Strawberry Spritzer 85Refreshing orange fizzy drink witha hint of strawberry.
Mango Delight 85Delicious mango juice and passionfruit mocktail
Passion Fruit 85Passion fruit and soda mocktail witha slice of orange.
Ginger Lime Cooler 85A sparkling fusion of tangy lime anda hint of ginger.
Mango MintMargarita
85Exotic frozen Margarita blended withmango and mint for a tropical twist
Grape Sangria Cooler Glass 85
Pitcher 289Flavourful Spanish drinkwith fresh fruits..
MOJITOS
SHAKES & COLD COFFEES
Mango Banana Smoothie 109A smoothie of mangoes and bananas,delightfully blended with yoghurt
Mocha Cold Coffee 109Chilled mocha flavoured coffee topped
with whipped cream.
Strawberry Romance 109Juicy strawberries blened with milkand crushed ice, topped with whippedcream and a drizzle of chocolate.
Caribbean Choco Shake109
Our signature indulgent dessert drinkwith chocolate ice-cream and coconutflavour topped with whipped cream.
FRESH LIME & LEMONADES
Fresh Lime 69Prepared with water or sodaAvailable as Sweet, Salted or Mixed.
Lemonade Glass 69
Pitcher 199
Masala Lemonade Glass 79
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Green Apple 85Orange 85Mango 85Mojito Blast 85Frozen mojito with a rush of
lemon & fresh mint leaves.
Pitcher 240
FRESHLY BREWED ICED TEAS
Peach 79Lemon Glass 79
Pitcher 240
HOT TEAS
Our selection of 4 refreshing brews:Earl Grey, Green, Lemon,
and Assam
55
AERATED DRINKS
Glass 59Pitcher 195
SOUPS:
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SOUPS
VEGETARIAN
Tomato Minestrone69
A thick Italian tomato-basedsoupmade with fresh vegetablesand macroni.
Tomato 'n' Basil 69Rich and tangy tomato soupwith basil and garlic croutons.
Cream of Mushroom 69Creamy mushroom soup simmeredwith vegetables and parsley.
NON-VEGETARIAN
Cream of Chicken 79Creamy chicken soup simmeredwith vegetables and chunks of chicken.
SALADSJust Got Bigger!
VEGETARIAN
Fresh Garden 129Exotic vegetables-corn, broccoli, cherry
tomatoes, pickled cucumbers, carrots,lettuce, bell peppers and red cabbagetossed in an Italian herb dressing andtopped with garlic croutons, pico de galloand a sprinkle of parsley.
Pasta Mint 129Macaroni salad with mint, pineapple,black olives, cherry tomatoes lettuce andbell peppers, tossed in an Italian herb dressing.
NON-VEGETARIAN
Classic Caesar
159
Fresh lettuce and grilled chicken, tossed ina delicate Caesar dressing and garnishedwith Parmesan cheese, garlic and basilcroutons and chopped parsley
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Cheesy Veg BlastVegetarian
319Lasagna with spinach, ricotta,mozzarella, corn and mushrooms,topped with a delicious whitesauce and garnished withparmesan, chilly flakes andparsley
Pizza Hut Chicken BonanzaNon Vegetarian
349Our version of the classicLasagna Bolognese. Stuffed withminced chicken n herbs,toppedwith a delicious white sauce andgarnished with parmesan,tomatoes and parsley
Best of Both Worlds Fusilli Vegetarian Grilled Chicken
279 309Spiral pasta with a medley oftomato and whitecreamsauce,zucchini, bellpeppers and mushroom
Pizza Hut Say Cheese! FusilliVegetarian Grilled Chicken
279 309Spiral Pasta with a classic cheesywhite sauce, mushrooms and bellpeppers
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Creamy Tomato Penne
Vegetarian Grilled Chicken
119 149Tube shaped pasta with tomatoflavoured creamy sauce, tossedwith zucchini and babycorn
Spicy Tomato Fusilli Vegetarian Grilled Chicken
139 169Spiral pasta with paprika spicedtangy tomato sauce
Go Italia! SpaghettiVegetarian Chicken Ham
179 209Noodle pasta, lightly tossed witholive oil, parmesan cheese,mushroom, baby corn, zucchini,parsley, garlic and bell peppers.Our version of the classic AglioOlio
Arrabbiata Penne Vegetarian Chicken Ham
179 209Flavourful, tangy tomato saucewith black olives, tossed with tubeshaped pasta
Creamy Mushroom FettucciniVegetarian
229Flat noodle pasta with a richcreamymushroom sauce flavoured withgarlic andparsley
Go Green! FusilliVegetarian Chicken Ham
229 259Spiral pasta tossed with a classicPesto cream sauce, flavoured withbasil, bell peppers, baby corn andzucchini
Creamy Spinach 'n'Mushroom Fettuccini
Vegetarian
229Flat noodle pasta with a creamywhite sauce with mushrooms andfresh spinach
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Banoffee Pie
99A divine combination of caramel and banana.
Mini Mousse Shots
These might be mini but they sure pack apunch for the sweet tooth.
Strawberry - 55Chocolate - 55Butterscotch - 55Assorted 3 Favours - 129
Choco Chip Cookie Sundae 129
Warm jumbo cookie with 2 scoops of icecream.
Classic Tiramisu
99Layered cheesecake enthused with coffee and sprinkledwith cocoa.
Cheesecake Rolls 109
Creamy warm cheesecake tortilla rolls with chocolatesauce.
Mini Cheesecake Platter 149
For those who don't believe in choosing, here's adelicious offering of chocolate, caramel and blackcurrent slice.
Ebony 'n' Ivory 119A warm chocolate cake with vanilla ice-cream andchocolate sauce.
Classic Vanilla Romance 59
Chocoholic Symphony 59
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PRICE:
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Price is that marketing mix element which produces
revenue. It is one of the most flexible elements as it can be
changed quickly.
The prices of Pizza Hut are comparatively high. They
attribute the high prices of their products to maintenance
of quality food. They have tried to draw in more crowd by
reducing the minimum price of their product from Rs. 95 to
Rs. 65. A few months back there was a scheme known as
Pizza Unlimited under which a customer could get one
pizza free of the same value at any Pizza Hut outlet on
purchasing a card worth Rs. 195 only.
The line Half an hour or half the price says it all.Under this, if a customer does not get his home delivery
within 30 minutes of placing the order, he has to pay half
the price of pizzas.
PROMOTION:
Promotion includes all the activities that the company
undertakes to communicate and promote its products to
the target market. It is persuasive communication to informpotential customers of the existence of products, to
persuade and convince them that those products have
want satisfying capabilities. Promotional efforts of a
company act as powerful tools of competition providing the
cutting edge of its entire marketing program. It includes
advertising, publicity, personal selling and sales promotion.
Pizza Hut has been successful in creating an
excellent image of itself as an elite and premium pizza
parlor. The name Pizza Hut itself enjoys word of mouth
publicity. It also sponsors various programs and
tournaments. It was one of the co-sponsors in the one day
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series between India and West Indies. Pizza Hut introduces
Weekday Special- three course meal @
an unbelievable price of just Rs 99 per person.
New Delhi, April 2011: Worlds leading affordable casual
dining restaurant, Pizza Hut introduces its latest offering -
Weekday Special, a mouth watering promotion aimed at
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giving teenagers a chance to create their own three course
meal from an assortment of appetizers, refreshing beverages
and main course which will include your favorite Pizzas &
Pastas, all of this at just Rs. 99 per person. The promotion
is all about offering large variety of delectable food at great
value. The national campaign which will be aggressively
promoted through television and social media platform
Facebook will further reinforce the brands promise of giving
the consumers an exclusive dine-in experience at an
unbelelievably affordable price.
Weekday special promises to be a delectable culinarytreat for both vegetarians and non-vegetarians with an array
of options to choose from such as garlic bread, potato
wedges, masala lemonade, fresh lime soda, all time favorite
Pan Pizzas and Italian inspired pastasspice veggie,
margherita, zesty chicken, spicy tomato with smoked
chicken pasta to name a few. There is also an exciting
option of upgrading the beverage to a mocktail and add side
orders at an equally affordable price.Pizza Hut fans can now visit any of the 120 Pizza Hut dine-in
restaurant across the country from Monday to Friday
between 11:00 a.m. to 11:00 p.m. and avail this attractive
promotion.
Speaking about the campaign Sandeep Kataria, CMO at
Yum! Restaurants said Being an affordable casual dining
restaurant, Pizza Hut will reinforce the brand promise of
affordability through the latest campaign of Weekdays
Special. College teens prefer eating out almost every day
through the week. They are always on a lookout for the most
economic deals which give them large quantity of food and
wide variety to choose from without compromising on the
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quality. Considering that they have to survive on a very low
allowance through the week, our Weekdays Special will give
them just what they were looking for at just Rs. 99 per
person without making a hole in their pocket. The price
point of our promotion will definitely attract them to have a
good time with their friends at their nearest Pizza Hut dine-
in restaurant
ADVERTISING:
Advertising is any paid form of non-personal
presentation and promotion of ideas, goods, or services by
a identified sponsor. Advertisements are a cost effective
way to disseminate messages, whether to build brandpreference or to educate people or trigger quick sales.
Advertising can efficiently reach geographically dispersed
buyers.
The advertising objectives must flow from prior decisions on
target market, market positioning, and marketing mix. The
main objectives of all promotional efforts of Pizza Hut,
inclusive of advertising is to create a strong brand image in
the minds of consumers that cannot be claimed bycompetitors.
Most companies use an outside agency to help create
advertising campaigns and to select and purchase media.
Yum Brands International takes care of all the marketing
activities of Pizza Hut franchisees in India. It means that
from the designing of advertisement to presentation of
advertisement in front of people. Everything is managed by
Yum Brands International.
In 1958, musical jingle developed for Pizza Huts 1st
T.V. commercial, the different medias used by Pizza Hut
for advertisement are as under:
Television
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Hoardings
Selected newspapers
Leaflets
Kiosks
Pizza Hut levies a 6.3% advertising fee on its franchisees i.e.
6.3% of net sales every month goes for marketing activities.
It spends half of its budget on national media and half of its
budget on regional and local media.
Some national advertising is wasted because of low
penetration in certain areas. Thus, even though Pizza Hut
may have a 30% share of the franchised pizza market
nationally. This share may vary from 5% in some cities toof a new outlet, there is a press launch.
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Place:Place includes the various activities that the companyundertakes to make the product accessible and available to
target customers.
Pizza Hut is franchised globally. It is a milestone in itself
that it has been recognized and accepted round the world.
There are Pizza Hut outlets in all the prominent cities in
India.
Positioning:Positioning is the act of designing the companysoffering and image to occupy a distinctive place in the
target markets mind. Pizza Hut positioned as the most
premium class of products, higher the price, higher is the
quality perceived by the customers. Pizza Hut products hold
a distinctive position in customers mind and it would be
hard for a competitor to claim them. The product is
positioned as the leader in its category and as an offeringbest quality.
Packaging:Packaging includes the activities of designing andproducing
the container for a product. Packaging has become a potent
marketing tool. Well designed packages create convenience
and promotional value.In Pizza Hut, mostly the pizzas are
served instantly.
Hence, they dont need to be packed. But incase of home
deliveries, they are packed in boxes with aluminum foils
which are then placed in special bags that maintain the
temperature inside, prevents the food from getting cold
and eliminates generation of bacteria in them. Then they
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are carried in specially modified scooters which have a
container that can accommodate 20 pizza boxes ready to
be delivered at the time.
Pace:Todays era is highly competitive. Pace is one of thedifferentiating factor and it also acts as a companys USP.
Pizza Huts key to retain its competitive advantage lies in
keeping focused on the basic principles :
Be customer driven
Adopt quickly to the changing environment
Product Portfolio Management:It is a continuous process of evaluating the product
portfolio i.e., the multiple products or brands of the
company. Through this the company tries to maintain the
most profitable brands and withdraw big products from the
market.
For Pizza Hut product portfolio management has become a
strategic tool to maintain its competitive edge. In Pizza Hut,
product portfolio management is done by YUM BRANDS
INTERNATIONAL.
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Effective marketing research involves the following
steps:
# Problem / opportunity identification
# Creation of the Research design
# Choice of Method of Research
# Selection of the Sampling procedure
# Collection of the data
# Analysis of the data
#Writing & Presenting the report
# Follow-up
(1) PROBLEM IDENTIFICATION
3In this stage the problem is first identified for which
research is to be carried out.
In order to avoid waste in time and money, it is
necessary to define the marketing problem in specific
terms. An early step in the process is a situation analysis ora survey of available data regarding the company. Through
this we can arrive at a hypothesis or presumption and a
refinement of the problem definition. A problem should
neither be defined too broadly nor too narrowly. A plan may
be prepared for each problem and a master plan can
combine all the plans.
The 2surveys had been undertaken in order to answer
some questions like:1. To know food habits of Rajkot people. It means that
which kind of food people prefer.
2. Which Pizza and Dominos in term of quality, price,
services, infrastructure, etc.
3. What is the level of satisfaction provided by Pizza
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Hut to its customers in comparison to their expectations?
4. How often do customers visit Pizza Hut and what is
the best thing about Pizza Hut according to them.
5. How much people can afford per head food bill &
what are the important factors for them to visit any
restaurant.
(2) RESEARCH DESIGN
The second stage of marketing research calls for
developing the most efficient plan for gathering the needed
information. Designing a research plan calls for decision on
the data sources, research approaches, researchinstruments, sampling plan and contact methods.
DATA SOURCES: -
Information can be collected through secondary data,
primary data or both. Secondary data are data that were
collected for another purpose and already exist
somewhere. Primary data are data gathered for a
specific purpose or for a specific research project.
RESEARCH APPROACH: -
Primary data can be collected in five ways: - observation,
focus groups, surveys, behavioral data and experiments.
(1) Observation method the researcher instead of
asking, just observes and records the behaviors of
respondents. Observations can be done by the
researcher himself or through mechanical devices.
(2) In focus group research a focus group is gathered
which consists of 6-10 people who are invited to
spend a few hours with a skilled moderator to discuss
a product, service, organization or other marketing
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entity.
(3) Surveys are undertaken to learn about peoples
knowledge, beliefs, preferences and satisfaction and
to measure these magnitudes in the general
population.
(4) Behavioral data, customers leave traces of their
purchasing behaviors in store scanning data, catalog
purchase records and customer data-bases. In this
method, such data is used to solve a problem.
(5) Experimental research is the most scientifically
valid research. The purpose of experimental research
is to capture cause-and-effect relationship byeliminating. Competing explanations of the observed
findings.
(3) CHOICE OF METHOD OF RESEARCH
Marketing researchers have a choice of two main
research instruments in collection primary data.
They areQuestionnaires Mechanical Devies
A Questionnaire consist of a set of questionspresented to respondents for their answers,
Mechanical Devices like galvanometers tachistoscope,
audiometer, etc. are occasionally used in marketing
research.
(4) SELECTION OF THE PROCEDURE
After deciding on the research approach and
instruments. Marketing researcher must design a sampling
plan this plan calls for three decisions.
They are
Sampling units Sample Size Sample Procedure
Sampling units answers the question who is to be
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surveyed? Marketing research must define the target
population that will be sampled.
Sampling size answers the question how many people
should be surveyed? Large samples gives more
reliable results than small but sometimes even small
provides good reliability, given a credible sampling
procedure.
Sampling procedure answers the questions how
should respondents be chosen? There are two
different types of techniques used for sampling.
They are
Probability Techniques Non-ProbabilityTechniques
Probability Techniques sampling allows the calculation
of confidence limits for sampling errors and each
sample has an equal chance of selection. Probability
sampling techniques includes random sampling,
systematic sampling, stratified sampling, area
sampling and multi stage sampling random sampling.
(5) COLLECTION OF INFORMATION
The data collection phase of marketing research is
generally the most expensive and the most prone to error.
In the case of surveys four major problems arise. Some
respondents will not be at home and must be re-contacted
to replace. Other respondents will refuse to co-operate. Still
others will give biased on dishonest answers. Finally some
interviewers will be biased and dishonest.
(6) ANALYZE THE INFORMATION
The next to last step in the marketing research
process is to extract findings from the collected data. The
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researcher tabulates the data and develops frequency
distribution. Averages and measures of dispersion are
computed for the major variables. The researcher will also
apply some advanced statistical techniques and decision
models in the hope of discovering additional findings.
(7) PRESENTING THE REPORT
As the last step, the researcher presents the findings
to the relevant parties. The researcher should present
major findings that are relevant to the major marketing
decisions facing management
CONCLUSION:
Pizza Hut has a successful history of introducing new
products to increase sales and reach new customers. This
introduction of new products to the market on a regular
basis is what makes Pizza Hut the leader in their industry.
Pizza Hut has many targets which it has achieve in a given
period of time. Therefore, in order to fulfill the targets
different strategies are adopted by Pizza Hut. It can be
concluded that these strategies have been successful and
there is flexibility in the strategies, as they can be changed
with the changes in the market conditions as well as the
targets. Pizza Huts strategy of being customer-focused and
service oriented has been so far the companys competitive
advantage in the food and beverage industry, providing its
customers better dining experiences.
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ACKNOWLEDGEMENT:I extend my sincere gratitude to MS.VICTORIA
HENRY for giving me an opportunity to work on the
marketing mix of PIZZA HUT which helped me to broden my
knowledge and understanding over the subject.I would also
like to thank the area manager of pizza hut who provided
valuable information and helped me in the succesful
completion of my project.
RIYAFA SAFWAN
(10/UCMA/556)
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