SegmentingThe process of grouping customers into relatively homogeneous sets such that customers within asegment are similar to one another in the way they respond to marketing effort directed at them. Amarket segment is a specific group of customers with similar needs, purchasing behaviors, andidentifying characteristics. Their segmentation includes identifying the people who have high disposableincome. They mainly target youth, two income families. And age group of 13 – 40 years. The two mainsegments are geographic segmentation and psychographic segmentation .Under the first segmentation,localizing the products, advertising, promotion and sales effort to fit in the needs of the different regionsin the country.TargetingThe process of evaluating various segments and then deciding how many and which segments to serve iscalled as targeting. The main target of the pizza hut is middle class and upper middle class people. Themain target college graduates, since they are ready to spend compared to the other target audienceidentified.Positioning Positioning is the process by which marketers try to create an image or identity in the minds of theirtarget market for its product, brand, or organization. Pizza hut has done its positioning in the market bytwo main factors quality and frequency. Especially their tag line “Best pizzas under one roof “.And alsothe unique dining experience , the so called customer mania also helps pizza hut to position themselves.Marketing StrategyA strategy that integrates an organizations marketing goals into a cohesive whole. It focuses on theideal product mix to achieve maximum profit potential. The marketing strategy of Pizza hut is “we wantto satisfy our customer by giving them the best “.They believes in C.H.A.M.P.S. They stand forcleanliness, hospitality, accuracy, maintenance, product quality and speed. They also follow 2f’s .Theystand for friendly and familiar. These are followed in all the pizza hut places.Customer serviceAccording to AMA “ ,A customer-oriented corporate philosophy that integrates and manages all of theelements of the customer interface within a predetermined cost-service mix “ .In pizza hut they mainlyconcentrate on the customer service. It is known for its customer service. They believe in providinguncompromising product value , offering customers the highest value for money and giving service that
warm , friendly and personal .They also provide unique dining experience . They believe in “customermania” , the kind of service that ensures that every visit of the customer is a memorable one.