Introduction

India is a world’s second largest food producer and can be double

the food production in next 10 year. A guide to food and beverage

business would typically involve setting, opening and operating a

fast food shop or bar or mini restaurant. These eating places

popularizing every day round the globe. The fast food and

beverage industry is one of the fastest growing sectors in India

today. The total income generated by the food and beverages

industry in the fourth quarter of 2008 amounted to R8387,3

million. This was an increase of 7.4% (R5760 million) compared

with the fourth quarter of 2007. This sector really has a lot of

responsibility towards the economy.

Amongst the fast food and beverage industry Pizza market is one

of the upcoming sectors which are really showing the graph

towards upwards. During the 90’s there is a trend of globalization

and liberalization wherein Indian consumer was exposed to the

western world and he was ready to experiment with cuisine. At this

point of time pizza market of the country was in infancy. Though

the market potential for this category was very high, only a few

regional fast food restaurant supplied pizza’s to the consumer at

local level. But at present the pizza market is in its growth period

with lots of brand competiting at the national level to grab the

sizeable chunk of this big cake.

The organised pizza market, which comprises MNC chains and big brands is worth Rs 700 crore (Rs 7 billion) and is growing at a rate of 30 per cent annually. Innovation and localizations are the key to growth in the pizza industry. "Pizza is being projected as a complete meal and in near future, it is going to redefine the whole dining experience. Pizza market is growing because of changing life styles and eating habits. Acceptance of Pizza as a meal is an emerging trend in recent years.

With aggressive communication strategy, restaurant chains have been able to increase the industry size by generating demand. Already pizza chains have moved ahead from just pizza to add other Indian dishes like masala chicken, lemonade, kulfi and mango ice-cream. The pizza too has been Indianised, the crust is Italian, but the toppings are essentially Indian. The whole idea is to give familiar tastes and toppings: Indians relate more to Kebabs, Chicken or Paneer Tikka toppings than Pepperoni. People there are now more open to trying new products.

According to estimates, total pizza industry is worth about Rs 2000 crores (Rs 20 billion) and is showing compounded annual growth of 20-25%. The MNC players in the market include Dominos, which is exclusively in deliveries, Pizza

Hutt -- which is present in dine-in, take always and deliveries.

Third player which has just entered India in big way is Papa Johns. Others are Debonair's Pizza, Pizza Express. Among the Indian pizza chains is Pizza Corner and Nirulas. Another entrant in this list is Vierra Pizza which has just opened their outlet to India.

However, key factors which will drive future growth in the market are franchisee-franchiser relationship, lack of trained manpower, high attrition rate, lack of quality suppliers and threat from the unorganized sector.

Pizza History

About pizza, some would tell you Italy. That’s wrong. What you know as pizza came into vogue around the time of Napoleon and the French revolution. Italian’s known to be lover of the fine foods and wines perfected and imported this terrific dish to America. The foundations for Pizza were originally laid by the early Greeks who first baked large, round and flat breads which they "anointed with oil, herbs, spices and Dates." Tomatoes were not discovered at that time or, very likely, they would have used them as we do today.Eventually the idea of flat bread found its way to Italy where, in the 18th century, the flat breads called "Pizzas", were sold on the streets and in the markets. From here it quickly endeared itself to mass production and re-export to the rest of the world.

History of Pizza Hut

The history of Pizza hut began when in 1958, Frank and Dan Carney had an idea for a great local pizza restaurant in Wichita Kansas. The small 25 seat restaurant only had room for 9 letters on the sign…the building looked like a hut…so 'Pizza Hut' was born!

Fifteen years later, we opened the first UK restaurant and since then we've become the biggest Pizza Company on the planet!

1958 Frank and Dan Carney open the first Pizza Hut in Wichita, Kansas.

1972 1000 restaurants are open throughout the USA

1973 Pizza Hut went international with restaurants in Japan, Canada & England. The first UK Pizza Hut opened in Islington, London.

1977 PepsiCo bought Pizza Hut.

1980 Pan Pizza was introduced.

1982 The UK joint venture started between PepsiCo and Whitbread.

1984 Over 50 restaurants so far in the UK

1986 By now, there were 100 restaurants in the UK and 5000 world wide.

1987 An average of one restaurant opened each week in the UK.

1988 The UK's first delivery unit was opened in Kingsbury, London.

1989 The first restaurant was converted into a Restaurant based Delivery store.

1990 Pizza Hut warmed the cold shores of Russia. In the UK there were now 200 restaurants.

1992 There were 9,000 restaurants in 84 countries.

1993 There were 300 restaurants and delivery stores in the UK.

1994 10,000 Pizza Huts were open for business.

1995 Stuffed Crust was launched in the UK.

1997 PepsiCo decided to focus on their drinks business. As a result, Tricon restaurant was born, creating the largest restaurant brand in the World. Tricon became the partner company with Whitbread. The Sicilian Pizza was launched in the UK, where there were 277 restaurants and 100 delivery stores.

1998 Pan Pizza was relaunched as Grand Pan.

1999 Pizza Hut had over 400 restaurants, employing 14000 people. The Italian Pizza was launched in the UK

2000 Pizza Hut introduced The Edge, a thin pizza with toppings all the way round the edge.

2001 Pizza Hut began a franchising programme with its delivery stores.

2002 Tricon Global became YUM! Brands Inc. The Quad Pizza was launched in the UK, as Pizza Hut opens its 500th restaurant. A & W and Long John Silver's join the Yum brand.

2003 500 restaurants were now open throughout the UK, employing over 20,000 people.

2004 Pizza Hut launched The Big New Yorker.

2005 The 4forALL was launched. Over 600 restaurants were open in the UK, 70 of them as Franchise unit.

2006 Whitbread sold their share of the joint venture to Yum! Brands Inc. Pizza Hut UK Ltd was now 100% owned by Yum! Cheesy Bites was launched! There were now 697 restaurants in the UK, with 154 stores as a franchise owned by 61 franchises.

2007 We brought out our Thick n Thin Pizza and began to re-franchise our dine-in restaurants

2008 We bought Godfather's Pizza in Ireland with 28 stores. We also launched our Pepperoni Stuffed Crust &

Garlic Crust pizzas, larger 4 for ALL and a new range of Tuscani pastas in the UK.

Pizza Hut Entry into India

Pizza Hut came to India in 1996 with a dine-in restaurant in Bangalore that had special vegetarian pizzas. 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 annum. Later opening its first all-vegetarian location in the city of Ahmadabad. It now has a presence in many Indian cities and towns. Pizza Hut's largest restaurant in Asia is located in Kolkata (Camac street) Pizza Hut now has 95 outlets across 24 cities in India; and employed nearly 4,000 people by end of 2004. Yum! has invested about US$ 25 million in India so far; this is over and above investments made by franchisees.

Objective

The objective of the study is as follows:

1) To identify marketing strategies of Pizza Hut2) To identify the target audience of Pizza hut3) To compare the marketing strategies of Pizza Hut

and Dominos4) To contrast the strategies of these two organizations5) To understand the distribution channel of Pizza Hut6) To understand effect of marketing strategy on

profit

Proposed Methodology

In order to analyze the marketing strategy, this project will investigate the different market strategies of Pizza Hut. The project work would be as explorative, descriptive, and analytical type as the objective of study demands. Market research will be performed. It follows a certain sequence of research action. The marketing research process has the following steps:

Formulating the problems

Developing objectives of the research

Designing an effective research plan

Data collection techniques

Evaluating the data and preparing a research report

There are two types of data collection method use in my project

report.

– Primary data

– Secondary data.

For my project, I decided on primary data collection method to

interview the respondent for observing working of company and

approaching customers directly in the field, campaigning and

through references to know their interest in business with company

in my project.

I decided on Secondary data collection method was used by

referring to various websites, books, magazines, journals and daily

newspapers for collecting information regarding project under

study.

Limitation of the study

Unreliability of secondary data

Unresponsiveness of respondent while collecting Primary data

Project scope and Timeline

The Study will attempt to identify strategies which would be helpful for formulating suitable strategy. In order to complete this project, we will follow the schedule below:

References

Pizza Hut, BhopalMarketing Management Book, Philip KotlerBusiness Research Methodology Book, J.K. SachdevaGoogle Search Enginewww.definitions.comwww.answers.comwww.about.comwww.wikipedia.orgwww.pizzahut.comwww.Pizzahut.co.in

Synopsis: May 28Initial report submitted: June 5Final report drafted: June 15Final report submitted: June 20

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