Name: Priyanka .D.velgekar Roll no. 55-2013

Make it great!!!

Introduction Type : wholly owned subsidiary of yum!

Founded : Wichita Kansas , USA 1958

Founder : Dan and Frank Carney

Slogan : MAKE IT GREAT

Franchise owner in India : Rajan Khilachand

in Goa Pizza Hut has 2 outlets (Cangulate,

Margao)

Upcoming project in Panjim .

Logos

1958-1967 1967-1999

1999-PRESENT

MISSION “To be the best pizza for every pizza occasion”

“ Alone we are delicious, Together we are YUM!” 

We are P.E.A.R.L.S

PASSION for excellence in Doing everything.

EXECUTE with positive energy and need.

ACCOUNTABLE for growth in customer satisfaction.

RECOGNIZE the achievement of others and have fun doing it.

LISTEN and more importantly, respond to the voice of the customer. 

VISIONTo make the people know that for all

the eating items they desire to eat can be made available in minimum time without our effort excluding money.

To improve the well being of our customers, community and people connected to our enterprise. “RUN GREAT RESTURANTS” 

OBJECTIVEStheir goal is to reach 85% recognition of

the new product in their target market.

As with all businesses, the most

important goal of a company is to

increase revenue and profits.

Customer satisfaction is for most.

Practice what we preach: integrity, ethics

and open communication.

SWOT Analysis StrengthsName recognition is the biggest

strength.Full service restaurants as well as

delivery service.Offers large variety of products to their

customers.Marketing of the company is also

another bigger strength of pizza hut.Good quality products at affordable

prices.

weaknesses Dissatisfaction among loyal customers.

Higher overhead costs, due to restaurants.

Good quality and good service results in

high prices.

Lack of parking facilities is another

weakness.

They mostly operate in urban areas.

opportunities can increase revenue with their new

innovative pizzas, new flavours and recipes.

They can also provide more attractive

environment.

They can offer discounts, offers and

coupons to acquire market share.

New online ordering system.

threats

Increasing competition in the pizza industry.Rising prices of cheese Also faces competition from other

international restaurant chains like Kfc,Mc Donald's , dominos.

Local restaurants also provides pizzas at more affordable prices.

Even the grocery stores provide frozen pizzas and make-it-yourself pizzas.

Growth strategies

ProductProduct

Target market

Marketing strategies or 4 P’s of marketing

Product Price Promotionplace

Marketing strategies

4 P’s of marketing Product PromotionPrice Place

Price

Pizza hut has successfully used the

high /low pricing strategy when

setting the retail price of its products.

Pan pizzas start at just Rs 44/-

Pizza hut is using low price for meal

and expensive for high end.

Promotion Advertising through

bill boards

TV ads

Pamphlets

Social media

Sales promotion

Place outlets are Located in highly crowded

places.

34,000 outlets in 100 countries.

It calls itself a family restaurant rather than

young generation eating point.

The seats, couches are comfortable to seat.

Usually seen in airports & shopping malls.

Nice music is played at the back.

The bell- tradition of pizza hut.

Location in India

Entered in 1996, opened its first

restaurant in Bangalore.

Not included all kinds of pizzas like

elsewhere.

Menu as per Indian customer.

Opened its 1st vegetarian

restaurant in Surat , Ahmadabad,

Mumbai Chow patty.

Pizza hut STP in IndiaSTPSegmentation Targeting Positioning

Segmentation Segmentation refers to identifying the

areas where people `have high disposable

income.

Pizza hut works on following segments

youth

Dual career families

Age group is 12-30 years.

Types of segmentation

segmentation

geographic

Psychographic

behavioral

demographic

targeting

Middle level and upper middle level

Based upon lifestyle, social life,

and spending behavior

Teenagers of school & collage freshmen.

Positioning Pizza hut has done their positioning in

the target market by keeping in view two basic factors:

QualityFrequency ‘customer mania’ which makes

customers unique dining experience.

Customer service

Differentiate in terms of needs & value to the

company .

Customer mania a kind of service.

Customization based on income groups,

income level, age & life style.

Provides products at affordable prices

Online ordering system

Hot line for complaint redressal.

Unique dinning experience .

Referenceswww.investopedia

Business case studies

Economic times of India

Business insider journal

Visit to pizza hut Margao

Retail management by

Sujit Nayar

Competitors of pizza hut