ASBM Institute of BBA A Dissertation Work on “MARKETING STRATEGIES OF PIZZA HUT IN INDIA” (Submitted in Partial Fulfillment of the Requirement of Bachelor of Business Administration program under Utkal University)
Faculty Guide By: Mr. Ajay Ku. Senapati
Submitted Sanket
Mohapatra Roll-66317UT09047
Lecture in ASBM, Bhubaneswar
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ASBM Institute of BBA DECLARATION I hereby declare that project report “MARKETING STRATEGIES OF PIZZA HUT IN INDIA” submitted to the Asian School of Business Management, Institute of BBA for the partial fulfillment of the requirement of the degree of Bachelors of Business Administration is my original work and not submitted for the award of any other degree, diploma or similar title or prizes.
Name:-Sanket Mohapatra Rollno 66317UT09047 Date: -
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ASBM Institute of BBA ACKNOWLEDGEMENT It gives me great pleasure to express my gratitude towards all the individuals who have directly or indirectly helped me in completing this project. I wish to express my sincere thanks to our Principal Prof. H.K. Panda and my project guide Prof. Ajay Kumar Senapati for providing me valuable guidance & inputs which helped me to complete this project in true sense.
Sanket Mohapatra 6th Semester BBA
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ASBM Institute of BBA Certificate from the faculty guide This is to certify that the project work “MARKETING STRATEGIES OF PIZZA HUT IN INDIA” is a piece of work done by Sanket Mohapatra (66317UT09047) ,student of ASBM Institute of BBA, under my guidance and supervision for the fulfillment of the course of Bachelor in Business Administration under Utkal University, Bhubaneswar. To the best of my knowledge and belief the thesis embodies the work of the candidate himself and has been duly completed. Simultaneously , the thesis fulfill the requirement of the rules and regulations related to the Summer Internship Program of the Institute and I am assured that the project is up to the standard both respect to the contents and language for being referred to the examiner.
Bhubaneswar Date-
Prof. Ajay kumar Senapati Faculty of ASBM Institute of BBA
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TABLE OF CONTENTS
Serial No. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11.
Subject
PageNo.
Executive summary-----------------------------------------------5 Introduction---------------------------------------------------------6 Location in India---------------------------------------------------7 Swot Analysis------------------------------------------------------8 Working methodology--------------------------------------------9 Marketing strategy & purpose----------------------------10-14 Pricing--------------------------------------------------------------15 Pizza hut promotional strategy---------------------------16-23 Dominio’s vs Pizza hut------------------------------------24-26 Summary-----------------------------------------------------------27 Recommendation------------------------------------------------28
EXECUTIVE SUMMARY 5
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 137 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. Some marketing strategies are created for the purpose of capturing a certain segment of the market, but the majority of small business strategies are more generic in nature. Even so, it's important to understand what your strategy is trying to achieve Promotion is a form of corporate communication that uses various methods to reach a targeted audience with a certain message in order to achieve specific organizational objectives. Nearly all organizations, whether for-profit or not-for-profit, in all types of industries, must engage in some form of promotion. Types of Promotion
Advertising
Sales Promotion
Events/ Experiences
Public Relations
Personal Selling
The strength of Pizza Hut’s success globally lies in a marketing strategy that builds connections with customer’s everyday in different parts of the world. Many customer service initiatives have been uniquely developed for India and have been greatly instrumental in building an emotional bond with the customer. Pizza Hut’s communication has also always struck a chord with the Indian customer. Its very first television commercial in India featured a boy and girl, who meet at a Pizza Hut restaurant in a traditional arranged marriage setting. Pizza Hut is a complete family restaurant.People are highly satisfied with the services and quality of the food served at Pizza Hut..Most of the People visiting Pizza Hut are between
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19 to 25 years of age.People feel that prices of Pizza Hut are high.Pizza Hut: Serving from 95 outlets in 24 cities of India. US$ 25 million investment
INTRODUCTION PROFILE 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 137 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 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 Banglore that has special vegetarian pizzas. 7
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.
LOCATIONS IN INDIA
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SWOT ANALYSIS •
Strengths:
•
Weaknesses:
•
Parking Facilities Advertisings are very less Fewer Outlets No Social Welfare
Opportunities:
•
Good Quality Food (Hygiene) Brand Name Food worth its Price Good Service
More outlets should be open. Sitting Area should be broader. Environment should be more attractive. Attractive offers should be introduced.
Threats: Competitors like US Pizza, Dominos, etc. Instant Fast Food Packets. Housewives are interested in making Pizzas & other Fast Food at home.
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WORKING METHODOLOGY The American Marketing Association defines marketing as "the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives." Marketers use an assortment of strategies to guide how, when, and where product information is presented to consumers. Their goal is to persuade consumers to buy a particular brand or product. A marketing strategy is a plan or an approach for marketing your products and services. Successful marketing strategies create a desire for a product. A marketer, therefore, needs to understand consumer likes and dislikes. In addition, marketers must know what information will convince consumers to buy their product, and whom consumers perceive as a credible source of information. Some marketing strategies use fictional characters, celebrities, or experts (such as doctors) to sell products, while other strategies use specific statements or "health claims" that state the benefits of using a particular product or eating a particular food. SYNTHESIS OF CORPORATE AND MARKETING STRATEGIES: Marketing strategies explain how the marketing function fits in with the overall strategy for a business. Examples of marketing strategies could be: Business Strategy Example Marketing Strategies Grow sales
Launch new products Expand distribution (e.g. open more shops) Start selling products into overseas markets
Increase profits
Increase selling prices Reduce the amount spent on television advertising
Build customerImplement a public relations programme awareness Invest more in advertising 10
MARKETING STRATEGIES AND THEIR PURPOSE: Some marketing strategies are created for the purpose of capturing a certain segment of the market, but the majority of small business strategies are more generic in nature. Even so, it's important to understand what your strategy is trying to achieve. Boost Consumer Confidence Consumers are fickle lot and are frequently hesitant to buy a product they know little about. If your business or products are new to the area, you could create a marketing campaign that emphasizes the quality and value of your products. The resulting boost in consumer confidence will likely translate into more action at the cash register. Create Awareness Another way to spark interest for your products is to conduct a campaign designed to promote your products in as many ways as possible. In other words, your marketing strategy could be to create buzz by blanketing the local airwaves, print space, and other advertising mediums with your name, logo, and products. Increased awareness will definitely bring more people into your store, but it also costs money, so you should be prepared to increase your advertising budget to pull it off. Leverage Emotions No matter what they say, the buying decision is emotional for many customers. Large corporations spend millions of dollars playing on their customers' emotions and what works for them, can work for you, too. The key is to create a campaign that makes consumers feel themselves, your company, and the decision to buy your products. Overcome Objections The task of overcoming a buyer's objections is usually assigned to the sales team. However, a well-crafted marketing campaign can work toward overcoming your customers' buying obstacles before they walk in the door. A marketing strategy that emphasizes warranties, testimonials, endorsements, and other positive reinforcement devices can not only make the buying decision easier for existing customers, but also attract new customers who hadn't previously considered buying from your business. Set a Deadline
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Why do so many ads emphasize the date the sale ends? Because people respond to deadlines! Marketing strategies designed around the idea of limited supplies, temporary price reductions, or other mechanisms that create a sense of urgency can provide a quick influx of customers and can potentially jumpstart a business suffering from a diminished customer base. FACTORS INFLUENCING MARKETING STRATEGY:
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TAR G E T C U S T O M E R S E c o n o m ic /
MARKETING STRATEGIES AND TARGET CUSTOMERS: The result of analyzing market segments leads the marketer to consider one of the following target marketing strategies.
Undifferentiated or Mass Marketing – Under this strategy the marketer attempts to appeal to one large market with a single marketing strategy. While this approach offers advantages in terms of lowering development and production costs, since only 12
one product is marketed, there are few markets in which all customers seek the same benefits. While this approach was very popular in the early days of marketing (e.g., Ford Model-T), few companies now view this as a feasible strategy.
Differentiated or Segmentation Marketing – Marketers choosing this strategy try to appeal to multiple smaller markets with a unique marketing strategy for each market. The underlying concept is that bigger markets can be divided into many sub-markets and an organization chooses different marketing strategies to reach each sub-market it targets. Most large consumer products firms follow this strategy as they offer multiple products (e.g., running shoes, basketball shoes) within a larger product category (e.g., footwear).
Concentrated or Niche Marketing – This strategy combines mass and segmentation marketing by using a single marketing strategy to appeal to one or more very small markets. It is primarily used by smaller marketers who have identified small sub-segments of a larger segment that are not served well by larger firms that follow a segmentation marketing approach. In these situations a smaller company can do quite well marketing a single product to a narrowly defined target market.
Customized or Micro-Marketing - This newest target marketing strategy attempts to appeal to targeted customers with individualized marketing programs. For micromarketing segmentation to be effective the marketer must, to some degree, allow customers to “build-their-own” products. This approach requires extensive technical capability for marketers to reach individual customers and allow customers to interact with the marketer. The Internet has been the catalyst for this target marketing strategy. As more companies learn to utilize the Internet micro-marketing is expected to flourish.
TYPES OF MARKETING STRATEGIES: 13
Marketing strategies may differ depending on the unique situation of the individual business. However there are a number of ways of categorizing some generic strategies. A brief description of the most common categorizing schemes is presented below:
Strategies based on market dominance - In this scheme, firms are classified based on their market share or dominance of an industry. Typically there are three types of market dominance strategies:
o
Leader
o
Challenger
o
Follower
Porter generic strategies - strategy on the dimensions of strategic scope and strategic strength. Strategic scope refers to the market penetration while strategic strength refers to the firm’s sustainable competitive advantage.
o
Product differentiation
o
Market segmentation
Innovation strategies - This deals with the firm's rate of the new product development and business model innovation. It asks whether the company is on the cutting edge of technology and business innovation. There are three types: o
Pioneers
o
Close followers
o
Late followers
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Growth strategies - In this scheme we ask the question, “How should the firm grow?” There are a number of different ways of answering that question, but the most common gives four answers: o
Horizontal integration
o
Vertical integration
o
Diversification
o
Intensification
PREPARATION OF MARKETING PLAN: Once a strategy has been identified, then the business must develop an action to turn the strategy into reality. The starting point for this plan is the setting of marketing objectives. Marketing objectives are the specific targets for marketing set by the business to achieve their corporate objectives. Examples of marketing objectives might be:
Increase sales by 10%
Launch a new product by the end of the year
Achieve a 95% customer satisfaction rating
Increase the number of retail outlets selling our products by 250 within 12 months
It is important for a business to set marketing objectives because managers can then have targets for their work. They can then measure more effectively the success or failure of their marketing strategies to achieve these objectives.
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PIZZA HUT PRICING 265.00
Onion & capsicum
Mushroom, onion, tomato & capsicum
Mushroom, capsicum, onion, baby corn, tomato & olives
Mushroom, onion, tomato & capsicum
315.00
350.00
390.00
Chicken hot n spicy, green capsicum & mushroom
425.00
Chicken hot n spicy, chicken tikka & chunky chicken
480.00
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PROMOTIONAL STRATEGIES Promotion is a form of corporate communication that uses various methods to reach a targeted audience with a certain message in order to achieve specific organizational objectives. Nearly all organizations, whether for-profit or not-for-profit, in all types of industries, must engage in some form of promotion. Such efforts may range from multinational firms spending large sums on securing high-profile celebrities to serve as corporate spokespersons to the owner of a one-person enterprise passing out business cards at a local businessperson’s meeting. Like most marketing decisions, an effective promotional strategy requires the marketer understand how promotion fits with other pieces of the marketing puzzle (e.g., product, distribution, pricing, target markets). Consequently, promotion decisions should be made with an appreciation for how it affects other areas of the company. For instance, running a major advertising campaign for a new product without first assuring there will be enough inventory to meet potential demand generated by the advertising would certainly not go over well with the company’s production department (not to mention other key company executives). Thus, marketers should not work in a vacuum when making promotion decisions. Rather, the overall success of a promotional strategy requires input from others in impacted functional areas. Types of Promotion
Advertising
Sales Promotion
Events/ Experiences
Public Relations
Personal Selling
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PIZZA HUT PROMOTIONAL STRATEGIES 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. In fact, 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 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
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later in Ahmedabad and Chowpatty, where it offers a Jain menu sans all root-based ingredients. 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 MARKET Pizza Hut was among the first multinational brands to enter the food retail sector in India. When the first Pizza Hut restaurant opened in Bangalore the quick service industry was at a nascent stage and the pizza category was dominated by a sole regional player who had a marginal presence. Pizza Hut went on to play a significant role in pioneering and developing this category in India. Since then the market has sustained considerable growth. A dramatic shift in lifestyle trends, substantial increase in disposable income, a burgeoning middle class and the entry of a significant number of international and national players has contributed to a boom in the industry. The market has become greatly competitive and the customer has become more discerning and adventurous. This however has not affected Pizza Hut’s comfortable reign over the Indian pizza industry and the ever-increasing number of loyal customers who have made it possible for Pizza Hut to aggressively extend its presence.
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PROMOTIONAL OF PIZZA HUT The strength of Pizza Hut’s success globally lies in a marketing strategy that builds connections with customer’s everyday in different parts of the world. Many customer service initiatives have been uniquely developed for India and have been greatly instrumental in building an emotional bond with the customer. For instance the crewmembers at Pizza Hut break into a Boogie at restaurants in Delhi and Mumbai and do the Bhangra in Chandigarh and Amritsar. While a bell hangs at each Pizza Hut restaurant, which is rung by customers who as they leave wish to thank the servers for yet another memorable visit. In India, eating out is perceived as a form of entertainment. Which is why Pizza Hut servers not only serve our customers great food, they also sing and dance for them. And many of Pizza Hut’s customers would, we are certain, love to participate in this process. Giving them an opportunity to showcase their talent – they conceived the Jig n Jeeto contest. Organized in Delhi for the first time, it received a phenomenal response with super star Fardeen Khan judging the show. Pizza Hut hopes to continue this contest as a tradition for the years to follow. Pizza Hut’s communication has also always struck a chord with the Indian customer. It’s very first television commercial in India featured a boy and girl, who meet at a Pizza Hut restaurant in a traditional arranged marriage setting. They lose their inhibitions when the pizza arrives. When the sequel went on air featuring the same couple, now married, with the girl’s father consoling her over a pizza as her bridegroom waits outside the restaurant to escort her after their wedding - the customer’s involvement was so complete that several wrote in to inquire whether the couple had children
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The more recent campaign that was launched with the introduction of the Tandoori pizzas featured a typical Indian wedding procession abandoning the bridegroom when enticed by delicious aromas from a Pizza Hut restaurant. While the famous ‘Good times start with great pizzas’ slogan has been prominent in the communication, the focus has remained on the best and most distinct pizzas. Pizza Hut laid more emphasis on its “restaurant dining experience”. Pizza Hut localizes it menu to capture local Indian Market. In 2000 Pizza Hut launched its innovative Pizza Pooch menu and Pizza Pooch Birthday Party package exclusively for kids in the 6-10 age groups. It positioned itself as family restaurant and also concentrated on wooing kids
Online promotional strategies
Pizza hut provide many services online such as
Birthday reminder service- here people can save the birthday date of their friends, relatives , and pizza hut will remind you the birthday date and birthday parties discount and u can book online
E-coupon and discount offer available to online customers
Hot line number – pizza hut hot line number also provide at online which is 39883988 23
Even customer can do online order of pizzas
VIP CLUB a 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.
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PROMOTIONAL STRATEGIES ACHIEVEMENT OF PIZZA HUT Pizza Hut is the world’s largest pizza chain with over 12, 500 restaurants in more than 91 countries, and serving over 1.7 million pizzas to nearly 4 million customers across the world every day. The acknowledged worldwide leader of the pizza industry since 1971, Pizza Hut has established itself as the market leader of the category in India with a 48% share (internal survey). Pizza Hut’s constant Endeavour to provide extra value – whether it is pizzas which are available to suit every price range, new promotions or the introduction of innovative product ranges - that puts a ‘Yum’ on every customer’s face - has allowed it to increase its presence in India to the current 70 restaurants across 18 cities. Pizza Hut has built a reputation of excellence that has earned it the loyalty of its customers and respect of industry experts. Not only have the offerings from Pizza Hut been voted number one in countless customer surveys, Pizza Hut’s accomplishments as an innovative business leader have been cited by publications such as Restaurant Business, Fortune and The Wall Street Journal
BRAND VALUES Pizza Hut is all about giving a unique and unforgettable dining experience by offering the best and most distinct pizzas and impeccable service, in a relaxed and friendly ambience. Pizza Hut is fun, friendly and familiar – it gives a sense of belonging, of comfort and an experience that allows friends and families to share a good time over great pizzas – wherever and whenever. The truth about Pizza Hut pizzas is that they act like a catalyst, a bonfire that brings people together
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Pizza here made by the dough for the crust, is made out of whole meal flour and not of plain flour (maida), as is largely believed and is kneaded several times a day at each Pizza Hut restaurant. For the delicious toppings only freshly cut vegetables and whole unprocessed meat is used. Pizza Hut holds the record for the world’s largest pizza (six feet in diameter), which was baked and served at the grand opening of a Fort Worth, Texas Pizza Hut restaurant. Pizza Hut uses more than 700 million pounds of whole wheat each year, representing the annual yield from nearly 500,000 acres of wheat and it uses more than the equivalent of 525 million pounds of tomatoes annually. If the slices of the more than 700 million pounds of pepperoni used per year by Pizza Hut were to be laid side by side, they would create a path that would stretch around the world twice and go to the moon! Recent Developments As a part of its continuing efforts to provide its customers with maximum value in India, Pizza Hut launched the Tandoori range of pizzas, which have a distinct Indian flavor and offer an innovative and exciting combination of toppings. These pizzas are served with a sliver of lemon to enhance the overall experience of relishing each scrumptious mouthful. Pizza Hut’s leadership in innovation was further reinforced with the introduction of the Chicken Stuffed Crust pizza last year, which has a ring of succulent chicken baked right into the crust making it the most delightful experience. The latest offering from the Pizza Hut stable was the delicious Chettinad pizza, a mouthwatering combination of the world’s best pizzas with strong flavours of the Chettinad region. An initiative from Pizza Hut that met with tremendous success was the ‘Kids Eat Free’ promotion, which was introduced last year to coincide with the summer vacations. This was the first time in India that a quick restaurant chain offered a free pizza to all children, 12 years and below 26
PRICE AND PROMOTIONAL WARS BETWEEN DOMINIO’S AND PIZZA HUT Company Domino’s
Price Range (Rs) 39-265
Pizza Hut
75-350
Domino’s was spending 50% of its total
marketing
budget on special offers and discounts
along
with
delivered direct mailers and pizza training classes. Domino’s also had a tie-up with Discovery
Channel
under
which
the
channel advertised its pizzas while Domino’s put the channel’s name on its mailers. Domino’s
conducted
Pizza
making
classes
for school students. In 1998, it offered a clock to all its customers who had bought Rs.15,000 worth of pizzas throughout the year. Said a company official, “Database marketing is an important part of our strategy. in 1998, Pizza Hut also launched a promotional campaign to attract the customers. It had a ‘Pan In Your Name’ contest where it offered a free pizza to anybody with the word Pan in his/her name – for example, Pankaj or Panandikar. In April 2000, Pizza Hut launched its innovative Pizza Pooch Menu and a Pizza Pooch Birthday Party package exclusively for kids in the 6-10 age group.
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In March 2000, Domino’s slashed prices of Pizza by 40%. The price of a regular Pizza with three toppings was cut from Rs.225 to Rs.130. In October 2000, Domino’s ran a scheme, where it gave away two pizzas for the price of one, within five days of placing an order. During the same time, Pizza Hut launched a ‘one rupee pan deal’ scheme. Under the scheme, for every pan Pizza purchased, another was given away for Re.1. In November 2000, Pizza Hut introduced a scheme called ‘barah nahin to tera (if not served in 12 minutes, it is yours free)’. The scheme offered a speed lunch in 12 minutes for Rs.89. One second over 12 minutes guaranteed that the customer would get it free
Brand building through advertising Domino’s and Pizza Hut initially restricted their ad strategy to banners, hoardings and specific promotions. In August 2000, Domino’s launched the ‘Hungry Kya? (Are You Hungry)’ sequence of advertisements on television. A company official said, “We realized that a Pizza couldn’t be slotted – it could be a snack; then again, it could also be a complete meal” The only definitive common link between
Domino’s
Pizzas
and
eating
was
the
hunger
platform.
The launch of ‘Hungry Kya?’ campaign coincided with Domino’s tie-up with Mahanagar Telephones Nigam Ltd. (MTNL) for the ‘Hunger Helpline’. The helpline enabled the customers to dial a toll-free number (1600-111-123) from any place in India. The number automatically hunted out the nearest Domino’s outlet from the place where the call was made and connected the customer for placing the order. The number also helped Domino’s to add the customer’s name, address and phone number to its database. This was followed by Pizza Hut’s first campaign on television in July 2001, which said, ‘Good times start with great 28
pizzas.’ The ad was aired during all the important programs on Star Plus, Sony, Sony Max, Star Movies, HBO, AXN, and MTV. Pizza Hut planned to spend between Rs.70-75 million on the ad campaign in 2001. Said Pankaj Batra, “The first ad campaign on TV defines Pizza Hut as a brand, and what it offers to its existing and potential customers. Once the awareness of this message is high, we will focus on other facets of the brand and its offerings.”
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SUMMARY Pizza Hut is a complete family restaurant. People are highly satisfied with the services and quality of the food served at Pizza Hut.. Most of the People visiting Pizza Hut are between 19 to 25 years of age. People feel that prices of Pizza Hut are high. Pizza Hut: Serving from 95 outlets in 24 cities of India. US$ 25 million investment A major player in the Indian fast food and beverage sector, holding about 50 per cent of the organized pizza market Factors for success: Offering value food. Moving beyond metros. Aggressive marketing and tie-ups with local and popular brands. Developing the local supply chain. Customizing product offerings For Pizza Hut, India is: one of the top 5 growth markets worldwide.
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RECOMMENDATIONS
Increase advertisements in all media.
Try to include low calorie Pizzas in the menu.
Try to reduce the price with the same quality & quantity.
Try to include students menu which starts with affordable price.
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