This ppts deals with the modes of market entry and the positioning strategy of the following company has adopted when they entered Indian Market..............

1. Presented By :
Prince Garg
Rachit Gupta
Kumar kunal
Himanshu Malhi
V.Girish Kumar
Sunil Yadav

3. Pizza Market - India
 Market Size - 2300 cr
 CAGR- 25% to 30% (compounded annual growth rate)
 Number one in India - Dominos- 67% Mkt Share
 Pizza Hut - 27% market share
 Number two - Pizza Hut
 Non-Veg Offering Contribute-30%

4. PIZZA HUT - OVERVIEW
 Pizza Hut is a subsidiary of YUM! BRANDS, INC. the world's
largest restaurant company
 Founded by DAN and FRANK CARNEY in the year 1958
 Pizza Hut enter India in the year 1996 and opened its first
restaurant in Bangalore
 As of 2014 - 320 outlets of Pizza Hut in 60 cities of India
 As of 2014, there were more than 6,000 Pizza Hut restaurants
in the United States, and more than 5,140 store locations in 94
other countries and territories around the world

5. Market Entry Strategy – Pizza Hut
 The company has adopted “Franchising” as the entry strategy
Reason :
 Best method to establish operations without risk of operations
in an unfamiliar market
 Franchising route helps in learning the buyer behaviour
consumer behaviour & market realities
 In countries where direct foreign investment is not allowed
franchising is the easiest route to enter in these markets

6. cont’d
 The franchise model is a great way for a franchiser to expand
operations rapidly, with relatively low overheads and expenses,
coupled with the local expertise that franchisees provide
 Expanding business and revenues is what matters the most
 Since he will have to spend less on infrastructure and
processes than he would have in an independent business

7. Segmentation
 Pizza hut has used certain demographic factors. Such as -
 Age – children, teenagers, adults
 Family size – family is having children, college students, young
professionals
 Income – low income, middle income and high income families
 And also psychological factors such as lifestyle of the
market
 For Ex : whether the customers are having busy life style
or not.

8. Target markets
 They are targeting the following market segments
 Males and females 18 to 55
 Families with young children, college students, and young
professionals
 Middle and high income families
 Consumers with busy lifestyles are more likely to be heavy
users of quick service products

9. POSITIONING
 Pizza Hut has always followed ‘Single Brand
Positioning’
 Pizza Hut USP is dining experience

10. 4 P’S of Marketing
MARKETING
STRATEGY
PLACE
STRATEGY
PRICE
STRATEGY
PRODUCT
STRATEGY
PROMOTION
STRATEGY

11. PRODUCT STRATEGY
 Product Positioning of Pizza Hut - Pizza Hut has always
followed “Single brand positioning” called “PIZZAS”
 Product Scope of Pizza Hut - Pizza Hut follows a “multiple
product strategy” as pizza hut not only sell pizzas, but also deals in a
variety of other product. Such as appetizers, beverages, desserts,
pasta
 Product Design of Pizza Hut - Pizza Hut follows the strategy
of selling standardized products with modifications. Pizza Hut mainly
sells 4 types of pizzas with 3 sizes, namely small, Regular and
Large. Those are Pan Pizzas, Stuffed Crust Pizzas, Sausage Crust
Pizzas, Thin Crust Pizzas

12. PRICING STRATEGY
 Pizza Hut follows “Price Skimming” strategy
 The high/low pricing strategy has several advantages for
Pizza Hut –
 Used to create excitement
 Set high price initially to send a signal that its products are best
in quality and service offered in excellent.
 Helps in segmenting the market as Pizza Hut can sell “the
extreme pizza” to the customers who wish to pay higher price
as well as to the bargain hunters too
 Sometimes in face of competition either from pizza players
or from its substitutes, Pizza Hut has also reduced price by
maintaining the same level of customer service and quality

13. PROMOTION STRATEGY
Advertising
Personal
selling
Sales
Promotion

14. PLACE STRATEGY
 Pizza Hut always follows the strategy of “THINK GLOBAL,
ACT LOCAL”
 Pizza Hut conducts a survey to know about the Geographic
conditions, Political conditions, Legal framework and
Commercial practices

15. POINT OF DIFFERENCE
 Pizza Hut concentrates on in-restaurant dining
 The ambience and décor of all pizza outlets are good and
outlets are spacious
 Pizza Hut also arranges Kitty parties, Birthday parties and
Business meeting in their outlets
 Pizza Hut quality of product is good and has a personalised
service
 Pizza Hut major revenue is from restaurant sales

16. FACTORS FOR SUCCESS
 Offering value food
 Moving Beyond Metros
 Aggressive marketing and tie ups with local and popular
brands
 Developing the local supply chain

17. NISSAN MOTORS

18. Automobile Industry in India
 Largest automotive markets in the world
 Fastest growing markets globally
 India's passenger car and commercial vehicle
manufacturing industry is the sixth largest in the world
 Annual production of more than 3.9 million units in 2011

19. CONTD.
 India overtook Brazil to become the sixth largest
passenger vehicle producer in the world (beating such
old and new auto makers as Belgium, United Kingdom,
Italy, Canada, Mexico, Russia, Spain, France, Brazil)
 Throughout the course of 2011 and 2012, the industry
grew 16-18%, selling around three million units
 India emerged as Asia's fourth largest exporter
of passenger cars, behind Japan, South Korea, and
Thailand

20. INTRODUCTION
• Nissan Motors Co. Ltd. Japan
• Established in 1933
• Started with a paid up capital of 6,05,813 million yen
• Ranked 61 in Fortune global 500 companies of 2014
• Among top 6 automobile companies in the world

21. NISSAN IN INDIA
 Nissan Motors India Private Ltd.(NMIPL)
 Company was incorporated in 2005
 Invested INR 45 Billion for a period of 7 years
 In February 2008, Nissan, together with its global
alliance partner Renault signed a MoU with government
of Tamil Nadu
 Nissan in India has a portfolio of two brands, Nissan and
Datsun
 Set up a manufacturing plant at Oragadam, near
Chennai

22. Strengths
 Spends 4.5% of its revenue in R&D
 Value rose by 30% to nearly 5 billion dollar
 Alliance with Renault and Daimler AG

23. Nissan performance worldwide

25. Marketing strategy
 Targets to reach middle class people
 Present market share is 1.6% & to expand it to 10%
 95 outlets across India and to open 300 outlets by 2016
 Aims 1 lakh consumers by next fiscal year
 To reach new towns where there is no presence

26. Competitors
 Maruti Suzuki
 Hyundai
 Mahindra & Mahindra Motors
 Honda
 Toyota

27. Market Share

29. Vodafone
 Vodafone Group is a
British multinational telecommunications company
headquartered in London
 Is the world's 2nd-largest mobile telecommunications
company
 Chairman - John Southam
CEO - Vittorio Colao
 As of 31 March 2014 - Had 434 million subscribers
 Vodafone owns and operates networks in 21 countries
 Revenue £43.65 billion (2014)

30. Competitors in Market

31. Entered in India
 Vodafone in INDIA came with acquiring Hutchison Essar
limited
 Vodafone was launched officially on 21st September 2007
 Than on hutch was rebranded as Vodafone

32. STP Analysis
Segmentation -
• Age
• Service usage
• Life of service
• Geographical condition
• Nature of customer
• Institutional
• Sole

33. Targeting
 Vodafone is adopting multi-segment approach .they are
offering a series of differentiated products to their
respective markets
 Home calling cards for the families of those professional
who use to work abroad
 Rs. 10 recharge for small user
 Cheap SMS facility for youth
 Facilities for circle users

34. Positioning
 “Where you go the network follows you”
 Hutch , as a brand, always tried to connect with consumers in
simple, honest and real manner, while vodafone is more
young and fun brand. So consumer will see a shift reflecting
a more vibrant brand
 The “pug” and actor Irfan Khan will be retained for the brand
position
 They are talking about the exclusivity of the network and the
service they are offering to the customer

35. MARKETING STRATEGY
 Vodafone strategic objective is
- Innovate and deliver on customer’s
total communications needs
 Vodafone too, needed to educate consumers about
cellular telephony :-
-Can I call std?
-Can I use my phone in a lift?
-What is airtime?

36. Commercial Strategy
 Rebranding
- Stores
- Mass media coverage
 Innovative distribution to reach the customer
- Exclusive shops
- Hub and spoke
- Associate distributions
 Customer service
- Shops and call centers
- Vans
- Help desks

37. 4 Ps
Product:
 A product with many different features provides
customers with opportunities to -
 Chat
 Play games
 Send and receive pictures
 Change ring tones
 Receive information about travel and sporting events
 Obtain billing information
 And soon view video clips and send video messages
 Vodafone live! provides on-the-move information
services

38. Place
 Vodafone UK operates over 300 of its own stores
 It also sells through independent retailers e.g. Carphone
Warehouse
 Customers are able to see and handle products they are
considering buying
 People are on hand to ensure customers’ needs are
matched with the right product

39. Price
 Vodafone wants to make its services accessible to as
many people as possible: from the young, through
apprentices and high powered business executives, to the
more mature users
 It offers various pricing structures to suit different
customer groups
 Monthly price plans are available as well as prepay
options. Phone users can top up their phone on line
 Vodafone UK gives NECTAR reward points for every £1
spent on calls, text messages, picture messages and ring
tones

40. Promotion
 Vodafone works with icons such as Zoozoos & Pug to
communicate its brand values
 Above the line
 Below the line
 Public relations

41. THANK YOU