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Pizza Hut Marketing Mix
- 1. Fast Food Industry: Overview
- 2. Fast Food Industry: Overview Global growth rate: 3.1% Contribution of QSR: 70.9% Growth rate India: CAGR of 34%
- 3. Experiment in Home Delivery with 1st PHD in @ BANGLORE (Future Plans) : Increase casual dining restaurants to 250 & standalone PHD outlets to 300 1996 20151999 2006 2008 2011 2012 The Pizza Hut Story
- 4. 7 Ps: Follower Pizza Hut v/s Leader DominosBusiness Model
- 5. Pizza Hut: Business ModelBusiness Model • Master franchise model • Decision making lies with Yum • Regular inspection • Lifetime beverage partnership with PepsiCo Parent Brand Devyani International: North & East Dodsal: West & South
- 6. 7 Ps: Follower Pizza Hut v/s Leader DominosMarketing Mix: Pizza Hut
- 7. Product Fresh pizza Salads, soups, desserts, etc Experiential dining Dancing waiters 30 mins delivery Hot pizzas @ home Pizzas & pastas
- 8. Pizzas starting @ 95 Premium pricing High/low pricing Pizzas starting @ 75 Medium pricing Price
- 9. Vibrant ambience Comfortable sitting THE BELL Regular stores Super stores Express stores Standard ambience Very few tables 9,351 outlets in 50 US states & 65 countries 439 outlets in India 100 cities 7200 outlets in US & other 5600 in 90 countries 131 restaurants 34 cities Will expand to 250 by 2015 Will add 85 new stores in 2012 Place
- 10. World‟s 1st 100% veg T.V. Ads only 1st to deliver pizza in space “Now you‟re eating” “Stories happen” “Hungry Kya?” “Khushiyo Ki Home Delivery” T.V. Ads only Menus left at homes Discount booklet sold for cash Promotion
- 11. Bikes, Color, Logo, Packaging, Bell, cleanliness, attractive interiors, etc. Bikes, Color, Logo Packaging, etc.. Physical Evidence
- 12. Amazing Service @ tables Frozen food to fresh pizza Self service @ counters Cleanliness Super fast delivery Guaranteed Frozen food to fresh pizza „Think LOCAL act REGIONAL‟ „Think GLOBAL act LOCAL‟ Hunger Helpline to Happiness helpline 30 mins nahi toh free 39883988 68886888 Process
- 13. Well educated young staff Mantra for motivation Young educated enthusiastic people Rewards on the bases of their contribution 30,000+ employees 1,45,000 employees C.H.A.M.P.S. Cleanliness Hospitality Accuracy Maintenance Product quality Speed3Fs Friends, Family & Fun People
- 14. 7 Ps: Follower Pizza Hut v/s Leader DominosBRANDING
- 15. Brand PersonalityBrand Perception Brand Identity Brand Perception Brand Image Brand Position
- 16. BCG & GEBrand Equity PERCEIVED QUALITY ASSOCIATION LOYALTY AWARENESS (Salience & Resonance) ASSETS
- 17. 7 Ps: Follower Pizza Hut v/s Leader DominosStrategic Models
- 18. BCG Matrix Dominos Papa Jones Smokin’ Joes Relative Market Share MarketGrowth Low Low High High Pizza hut Local Garcia CPK
- 19. BCG & GEMarketing Models - GEBCG & GEMarketing Models - GE Pizza Side Dishes Soups & Salads Home Delivery Beverages Desserts Pasta WeakMediumStrong M A Business Strength High Medium Low
- 20. Recap Marketing Mix . . . 20
- 21. Recap Fresh Pizzas, Salads, Soups, Desserts, Beverages, Experiential dining etc. Product Price Place Promotion Physical Evidence Process People 21
- 22. Recap Product Price Place Promotion Physical Evidence Process People • Pizzas starting @ 95, Premium Pricing, • High/low pricing 22
- 23. Recap Product Price Place Promotion Physical Evidence Process People • Vibrant ambience, comfortable sitting • 131 restaurants in 34 cities in India 23
- 24. Recap Product Price Place Promotion Physical Evidence Process People • Advertising through TV ads, pamphlets etc. • First to deliver pizza in outer space 24
- 25. Recap Product Price Place Promotion Physical Evidence Process People Bikes, Color, Logo, Packaging, Bell, Cleanliness, attractive interiors 25
- 26. Recap Product Price Place Promotion Physical Evidence Process People • Amazing service at tables • Frozen food to fresh pizzas ‘‘ Think Global, Act Local ’’ 26
- 27. Recap Product Price Place Promotion Physical Evidence Process People • Well educated young staff • 3Fs:- Friends, Family and Fun 27
- 28. Recap Research Analysis . . . 28
- 29. Recap 57% 43% 29
- 30. Recap Hang Out Special Occasion Impulse Dinner + Evening Snacks Lunch Rs. 150 - 200 When? 30
- 31. Recap Stuffing Base Oozing Cheese Toppings Health Conscious Heavy on Pocket Accustomed Indian food Why? Why not? 31
- 32. Recap Chaat Pav Bhaji Dosa Shift in Preferences Repeat visits Frequency: 20-25 days 32
- 33. Present Day . . . 33
- 34. STPD 34
- 35. Segmentation Targeting Differentiation Positioning 35 Geographic: Tier 1,2 and 3 cities Psychographic: Fast food loving people Demographic: Age group of 11-35 • More or less similar to pizza hut
- 36. Segmentation Targeting Differentiation Positioning • Medium and high income group • Young Population • Local vegetarian population • Pizza Lovers 36 • Low, medium and high income group • Young population
- 37. Segmentation Targeting Differentiation Positioning 37 • Fresh Pizzas • Ambience • Affordable pizzas
- 38. Segmentation Targeting Differentiation Positioning 38 • Rich dining experience • Joy over foods with friends and family • Quick delivery
- 39. Marketing strategy for PHD 39
- 40. Pizza hut vs Dominos worldwide 40
- 41. Pizza hut vs Dominos India 41
- 42. Product Price Place Promotion 42 • Fresh and Hot pizza • Salads and side dishes • Fast home delivery • Late night pizzas
- 43. • Pizzas starting @ Rs 95 • Free home delivery 43 Product Price Place Promotion
- 44. 44 • PHD (stand alone) • Home • Train travel • Drive through pizza (Have it on the go) Product Price Place Promotion
- 45. 45 Product Price Place Promotion Association with sports • IPL • India’s cricket tournaments • T20 world cup • Euro 2012 • Football world cup Association with occasions • Birthday/ anniversary • Complimentary Choco truffle cake on birthdays
- 46. Thank You 46
- 47. Our Findings through the QuestionnaireOur findings through questionnaire Pav Bhaji Frequency: 20-25 days Shift in preferences Repeat visits Dinner + Evening Snacks Lunch Preferences
- 48. Our Findings through the QuestionnaireOur findings through questionnaire Core Satisfiers Spending Capacity: Rs 150-200 Promotion & Acceptance: Word of mouth 64% compare to TV print ad. Base Stuffing Oozing Cheese Toppings