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Pizza hut Pizza hut Presentation Transcript

  • Pizza Hut
    • By Anupam Kumar
    • 06BS0550
  • Background
    • Pizza Hut is the largest pizza restaurant company in the world based in Addison, Texas, USA specializing in American-style pizza
    • It has 34,000 outlets in 100 countries
    • Employing more than 300,000 people
  • History
    • Our story began with one small restaurant and two young brothers - Dan and Frank Carney. In 1958 they were struck by inspiration, and opened the first Pizza Hut in Wichita, Kansas, USA.
    • Borrowing $600 from their mother, they purchased some second-hand equipment.
    • When they were setting up, they only had room for 25 seats - and the restaurant sign only had space for nine letters. They wanted 'Pizza' in the name, which left space for just 3 more letters. Because the building looked like a hut, Pizza Hut was born.
  • Transformation Phase
    • Family ties
    • 1977 Pizza Hut was acquired by one of the true giants of international business: PepsiCo, Inc.
    • Pizza Hut shared its leadership position with such fine products as Pepsi-Cola ® brand soft drinks and Frito-Lay ® brand snack foods.
    • October 1997, PepsiCo spun off the restaurant businesses (Pizza Hut, KFC and Taco Bell)
    • Tricon was founded. May 16, 2002
    • Tricon officially became YUM! Brands with the addition of two new brands, Long John Silver's and A&W
    • YUM! Brands is now the parent company of Pizza Hut, Taco Bell, KFC, A&W and Long John Silver's
  • Key characteristics of Pizza Hut service
    • Perish ability: Service cannot be stored for later sale or use
    • Hot and on time
    • Strive to present the products when and where the customer wants
    • To achieve this goal developed a number of services through the years like Personal Pan Pizza ® , we made quick, affordable pizza a lunch alternative for millions of Americans.
    • Provide a pleasant environment and that’s where the role of staff attitude and communication are so important in conveying the quality of service
  • Mode of operation
    • Delivery on time or free next time
    • Take away
    • Refined our carryout procedures to provide faster, more efficient service
    • Rapidly expanded our delivery operations throughout the country
    • Implementing combination operations with our sister companies Taco Bell and KFC, we're reaching thousands of new customers while providing unprecedented speed and fast food pricing.
  • Marketing mix
    • Price:
    • Low price for meal and expensive for just one
    • Special offers
  • Product
    • The Sicilian Pan Pizza
  • Contd…
    • The Hand-Tossed Traditional Pizza
  • Contd…
    • Buffalo Wings
  • Contd…
    • The Edge pizza
  • Contd…
    • Twisted Crust pizza
  • Marketing mix(Place)
    • Place: more accessible to the customer
    • Pizza Hut pizza is now being enjoyed in school cafeterias, sports arenas, major airports, shopping malls and office settings.
    • As a result, Pizza Hut is greatly expanding its share of the off-premise, fast-food market, one of the fastest-growing segments in our industry.
  • Marketing mix
    • Promotion:
    • Special offer
    • Season ’ s promotion
    • New product
  • Marketing mix
    • People:
    • Loyal customer
    • Training employees to improve their performance
    • Interaction between staff and customer
  • Pizza Hut’s journey towards connecting with the Indian consumer
    • Made its entry in India in 1996
    • Brought into India its international heritage, its pizza expertise and world-class standards of quality and taste
    • The pizza is a food foreign to the Indian palate, this is no small feat by looking it as successful brand today.
  • Indianisation process
    • Kick-started the Indianisation campaign at Pizza Hut.
    • We created Indian toppings and vegetarian pizzas
    • The success of flavours like Chicken Tikka, Spicy Korma and the Tandoori range
    • The world’s only 100 per cent vegetarian Pizza Hut restaurants located in Ahmedabad, Surat and Mumbai’s Chowpatty, and a special Jain menu sans root-based ingredients are again a reflection of our adaptation to local preferences
    • Root-based pizzas do not contain onion and garlic. Instead of garlic bread, special Jain bread is served. Moreover, dressings on our salads are completely egg-less.
  • Contd…
    • Pizza Hut is the strategy to ‘think global and act local
    • An international brand with an Indian heart, in terms product, quality of service as well as pricing.
    • …… ..Indian heart…...
  • Advertising strategy for Pizza Hut
    • The advertising strategy for Pizza Hut is two-fold.
    • Firstly, laying emphasis on it being an international brand with an Indian heart
    • Pizza Hut’s communication is reflective of family values, family bonding, etc.
    • Pizza Hut’s arranged marriage commercial in Indian settings, and the Palat pizza commercial in Hinglish
    • Secondly, highlighting the premise that the pizza is a catalyst that brings people together ensures that this is a brand that connects with the Indian consumer
    • Pizza Hut spends approximately Rs 10-12 crore on advertising annually using a media mix of print, television and radio.
  • Is India is a price-sensitive market for Pizza Market?
    • The Indian consumer is value conscious, and not just price conscious
    • Reinforcing our product quality and standards to remain in sync with the Indian consumer
    • Pan Pizzas start at just Rs 65, which is probably among the lowest in the world
    • The recent `Pan 4 All’ initiative is also an example of good value for money
  • The strategy behind Pizza Hut’s offerings like ‘crew member boogie’ and Pooch birthday parties ?
    • In India, eating out has evolved into a form of entertainment
    • An effort to provide that overall dining experience, Pizza Hut not only serves the best pizzas under the roof to our customers, but also sings and dances for them.
    • Staff members dancing to disco in Mumbai and ‘Bhangra’ in Amritsar.
  • Pizza Hut's Secret of Success
    • The reason behind Pizza Hut's success all over the world is its steadfast belief and uncompromising drive in providing customers the best in terms of product quality, service, cleanliness and value .
    • Pizza Hut pizzas are made with fresh dough baked daily and smothered with our very own Pizza Hut special tomato sauce, meat toppings, vegetables and a double layer of 100% pure imported Mozzarella cheese .
    • Pizza Hut culture is integrity
    • Invest heavily in our people through skills training and management development.
    • expertise, innovative ideas and hard work
  • Thank you! 