Marketing Plan Topic: Pizza Hut (pētsə h^t) Members: » Muhammad Salman Zafar » Tariq » Awais Arshad » Hafiz Ali Raza
History• 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• 1977 - PepsiCo bought Pizza Hut.• 1982 - JV between PepsiCo and Whitbread• 1997 - Pepsi Moved aside for Drinks and Tricon Global Came into being• 2002 - Tricon Global became YUM! Brands Inc.• 2006 – WB sold their share of the JV to Yum!• 2008 - Bought Godfathers Pizza in Ireland with 28 stores.
Introduction• Type: Wholly owned Subsidiary• Founded: Wichita, Kansas, USA, 1958• Headquarter: Addison, Texas, USA• Founder: Dan and Frank Carney• CEO: David C. Novak• Slogan: NOW YOU ARE EATING• Employees 300,000+• Parent: Yum! Brands since 1997• Website: http://www.pizzahut.com http://www.pizzahut.net.pk
Fun Facts in Pizza Hut History • Pizza hut are the worlds largest user of cheese. Over the course of a summer it is estimated that Pizza hut uses a 100 million pounds of cheese. Pizza Hut uses more than 300 million pounds of cheese annually. • Pizza Hut purchases more than 3 percent of all cheese production in the United States , which requires a herd of about 170,000 dairy cows to produce it. • They also use 700.000.000 pounds of pepperoni and 525.000.000 pound of tomatoes in one year. • Gorbachev (the former president of the USSR) also played in a Pizza Hut commercial. • In 2001 Pizza Hut sponsored a pizza delivery to the international space station. • The oldest Pizza Hut that is still functional is in Wichita, Kansas.
Mission Statement “To be the best pizza for every pizza occasion” “ Alone we are delicious, Together we are YUM!” We are P.E.A.R.L.S PASSION for excellence in Doing everything EXECUTE with positive energy and need ACCOUNTABLE for growth in customer satisfaction RECOGNIZE the achievement of others and have fun doing it LISTEN and more importantly, respond to the voice of the customer.
Competitors Globally Locally Shakey Pizza since 1959 McDonalds Domino Pizza KFC Pizza Ville – Canada Fry Chicks Little Caesars Smart Chicks Pizza INN Kings & Queens Pizza Parlour
SWOT AnalysisStrengths Good Quality FoodWeaknesses Brand familiarityOpportunities ISO CertifiedThreats Good Service Full service restaurant as well as delivery services Birthday Parties
SWOT AnalysisStrengths Parking FacilitiesWeaknesses Advertisings are very lessOpportunities Still Fewer OutletsThreats No Social Welfare Mostly Western than Eastern
SWOT AnalysisStrengths More outlets should be openWeaknesses Broad Sitting AreaOpportunities More attractive EnvironmentThreats Attractive Offers should be introduced Diversify in Products for Taste as McDonalds Ordering Online System
SWOT AnalysisStrengths Competitors Entrance in Pakistan:Weaknesses As Dominos (Low cost than Pizza Hut) trying to open in KarachiOpportunities Little Caesars Expanding from India:Threats Who is famous for offering large quantities of pizza for less money? Social factors as a Western ORG Instant Fast Food Packets Ethnic Foods
Marketing Strategy • Pizza Hut’s Says: We want to satisfy our customer by offering them “The Best”. • Be C.H.A.M.P.S (Cleanliness, Hospitality, Accuracy, Maintenance, Product quality and Speed) • You will Find 3F’s at Pizza Hut ( Fun, Friendly and Familiarity)
Segmentation“Identifying portions in market different from one another.”The Segments, Pizza Hut is working on, are• Higher Income• Dual Career Families• Age 12-30 Years
Types of Segments• Geographic segmentation – Localize products, advertising, promotion and sales efforts to fit the needs of the individual areas and cities e.g. Products and Promotion in India about Cow Meat etc.• Psychographic segmentation – Dividing the market into different groups based on social class, life style or personality characteristics e.g. Choosing Prices for Products as 999 OR 899
Targeting• Target market: – Target market is X and Y generation – Generation with a "spend now, pay later" attitude• College graduates: Spending habits of college freshmen also indicates a high percentage of money being spent on non-essential items
Positioning • Pizza hut has done their positioning in the target market by keeping in view two basic factors: – Quality – Frequency • Worldwide and in Pakistan, Pizza Hut has come to become synonymous with the ‘Best pizzas under one roof‘ • Crew members customer mania‘ which makes Customers Unique dining experience. e.g. Service
Marketing MixProduct Variety: Large Variety of TastePrice e.g. Cheesy Bites, Stuffed Crust, Hand-Promotion Tossed, Thin N Crispy, Bigfoot etc...Place Quality: A large number of Market share is with Pizza Hut Only Because of their High Quality Pizza
Marketing MixProduct Pizza hut is using Market Skimming Price Strategy.PricePromotion Low price for meal and expensive for just onePlace Coupons Worldwide and Gift Card in Developed Countries Charging Method in Pakistan Price x 16% Tax e.g. For a Pizza of 999 you will Pay Rs. 1149
Marketing MixProduct Spends approximately Rs 1M-1.2 M on advertising annually using a Media mixPricePromotion Advertising through • Bill BoardsPlace • TV Ads • News Papers Personal Selling Visit to School & Colleges Sales Promotion (Discounts) Pizza Hut offers annually an "All you can eat" in the Holy month of Ramadan.
Marketing MixProduct Having 34,000 outlets in 100 CountriesPrice In Pakistan 38 outlets in 9 CitiesPromotion Sport Arena’s, Major Airports &Place Shopping Mall Channel: Selling through Take In, Dine in, Home Delivery