Pizza Hut (Complete)

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SERVICE MARKETING

Submitted By:

Ankit Agarwal Submitted To :

Mashooq Ahmad Mallick Dr. Mukesh Porwal

Group - 18/22/2014

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Sector

Fast Food Chain

Contribution in Indian GDP

Total GDP of India8 lakh Crore

Contribution of Fast Food Service - 2.3 %

Contribution of Pizza Hut in GDP - .012 %

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Job Opportunities in Fast Food Sector

India has a come a long way from opposing the entry of MNCs to

encourage them to expand their business in India. Every expansion

move Pizza hut makes is received well by Government Officials .An

important reason for this shift in attitude is the ability of the

company to generate quality and long term employment

opportunities for Indians.

Pizza Hut typically employs local people The Average Pizza Hut restaurants in India employs more than 100

people every few months in all kinds of position like cashiers , cooks

, managers etc

Every expansion also brings additional income and employment

opportunities to Indias agricultural workforce which is very

pleasing to the government officials

Pizza Hut is now seen as a small or medium scale industry and thus

considered as useful for generating employment opportunities.

Current employees 300,000 + 8/22/2014

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Introduction

Pizza Hutis an American restaurant chain and

international franchise that offers different styles

of pizza along with dishes including salad,pasta,bread sticks,

garlic bread and desserts.

Corporately known as Pizza Hut, Inc., it is a subsidiary of Yum!

Brands, Inc. , the world's largest restaurant company.

As of 2012, there were more than 6,000 Pizza Hut restaurants in

the United States, and more than 5,139 store locations in 94

other countries and territories around the world. First Indian

outlet opened in June 1996 in Bangalore , in India Pizza Hut

has 139 restaurants across 36 cities.

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Competitors

Pizza hut faces a stiff competition in India .Its major competitor has been Dominos. The

other competitors are U.S Pizza, Smokin Joes, Papa Johns and the local city pizza

shops. It faces both direct and indirect competition .In direct competition all the

above mentioned pizza centric competitors can betaken into count. Since pizza hutbelongs to the fast food sector, it competes with the other fast food chains like KFC,

MC Donalds etc. So, they become the indirect competition.

Market Share

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Flower of Services

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Pizza

Seating

Arrange

ment

Pepsi

Pasta

Salads

HappyHours

PAYMENT Through

Credit/D

ebit

cards.

Cash


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Pricing Strategy

Pizza Hut has been successfully used high or low pricing strategy when

setting the retail price of the product. High or low retail pricing strategyallows Pizza Hut to charge prices above the competition, but alsoencourages frequent sales to lower their prices below. The retail priceof "The Extreme" has been set at Rs 1000 which is higher thancompetitors . Some sales promotions and coupons have been used toreduce prices below those competitors.

Both Pizza Hut and Mountain Dew a Pepsi subsidiary, bundle price wasused. With "The Extreme" pizza that costs Rs 1000 you get 2 litres ofMountain Dew for free. High or low price strategy has severaladvantages. This pricing strategy will help segment market. Differentgroups of people who are willing to pay different prices for the same

product.

The high or low pricing strategy will also create excitement. Customerswill be able to buy something new and this exciting experience may

bring those customers back to purchase other products. This strategywill emphasize product and service quality. Pizza Hut sends a signal tocustomers that its products are high quality and service is excellent.

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Distribution Strategy

Pizza Hut is an American restaurant chain and international franchisethat offers different styles of pizza along with side dishes including

pasta, buffalo wings, breadsticks, and garlic bread. Pizza Hut is asubsidiary of Yum! Brands, Inc. (the world's largest restaurantcompany) with approximately 34,000 restaurants, delivery/carry-out locations, and kiosks in 100 countries.

As of 2012, there were more than 6,000 Pizza Hut restaurants in theUnited States, and more than 5,139 store locations in 94 othercountries and territories around the world. First Indian outletopened in June 1996 in Bangalore , in India Pizza Hut has 139restaurants across 36 cities.

The pizza industry firms are famous for introducing new productsto spark short-term sales. Pizza Hut as stated earlier has been verysuccessful at accomplishing this. The introduction of a product thatkeeps with today's trends is also important to reduce the risk offailure. In recent years there has been an increase in the marketingof products with an extreme twist to them.

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Role of Technology

Order Pizza With Hand Motions Using Pizza Hut's New Interactive

Tabletop Oven hot(Heated pouches) technology

Delivery Support Centre

Billing System

Back of Kitchen Display boards for orders

VIP Club

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Promotional Strategy

T.V Advertisements

Newspaper Advertisements

Hoardings

Happy Hours

Celebrity Endorsements

Social Media

Promotional Offers

Brand Ambassador

IndiaZayed Khan , Ayushman Khuranna

GlobalPaddy Mcguinness

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Pizza Hut Ad campaign

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Physical Evidence

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12 Spacious waiting area.

Dress Code & Name Blaze : Red & Black combination with the

logo of Pizza Hut on one side. There is compulsion to wear blaze,

so that guests feel much more comfortable talking to employee by

his/her name.

Designer Menus.

Cleanliness: plates, cutlery, pans, floor, dustbins, premises etc.

Bell: The Pizza Hut tradition to say thank you when we ring the

bell


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People

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Pizza hut have trained employees with them.

All the employees who are working over there are skilled

employees.

They always appear clean and well groomed. They maintain the customer and employee relationship in

good manner. Deliver consistent standards of hospitality.

Pizza hut have a standard uniform for their employees.


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Process

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Conclusion

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15 The success of Pizza Hut in terms of providing services to the customers

has cleared a solid ground in the race of competitors and proves asignificant point, the reason behind being the no. 1 in terms of casualdining.

Service is an attitude in Pizza Hut. Crew members are trained to make

customers feel appreciated. Customers are treated with courtesy,attentiveness, respect, and enthusiasm.

Pizza Hut known for its CHAMPS i.e. cleanliness, hospitality, accuracy,maintenance, product, speed.

Advertisement & Promotion needs to be better than that of theircompetitors.

With competition being so strong, they needs to keep reinventing theirproduct mix.


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Documents

Pizza Hut (Complete)