Pizza hut Case study

2. Make it great!!!

3. Introduction
Type : wholly owned subsidiary of yum!
Founded : Wichita Kansas , USA 1958
Founder : Dan and Frank Carney
Slogan : MAKE IT GREAT
Franchise owner in India : Rajan Khilachand

4. Logos
1958-1967
1967-1999
1999-PRESENT

5. MISSION
“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.

6. VISION
• To make the people know that for all the eating items
they desire to eat can be made available in minimum
time without our effort excluding money.
• To improve the well being of our customers,
community and people connected to our
enterprise. “RUN GREAT RESTURANTS”

7. OBJECTIVES
 their goal is to reach 85% recognition of the new product in
their target market.
 As with all businesses, the most important goal of a company is
to increase revenue and profits.
 Customer satisfaction is for most.
 Practice what we preach: integrity, ethics and open
communication.

8. SWOT Analysis
Strengths
 Name recognition is the biggest strength.
 Full service restaurants as well as delivery service.
 Offers large variety of products to their customers.
 Marketing of the company is also another bigger strength of
pizza hut.
 Good quality products at affordable prices.

9. weaknesses
 Dissatisfaction among loyal customers.
 Higher overhead costs, due to restaurants.
 Good quality and good service results in high prices.
 They mostly operate in urban areas.

10. opportunities
 can increase revenue with their new innovative pizzas, new
flavours and recipes.
 They can also provide more attractive environment.
 They can offer discounts, offers and coupons to acquire market
share.

11. threats
 Increasing competition in the pizza industry.
 Rising prices of cheese
 Also faces competition from other international
restaurant chains like Kfc, Mc Donald's , dominos.
 Local restaurants also provides pizzas at more affordable
prices.

12. Growth strategies
Product
Target market

17. Marketing strategies
or 4 P’s of marketing
Product
Price
Promotion
place

18. Marketing strategies
4 P’s of marketing
Product
Promotion
Price
Place

19. Price
 Pizza hut has successfully used the high /low pricing
strategy when setting the retail price of its products.
 Pan pizzas start at just Rs 44/-
 Pizza hut is using low price for meal and expensive for
high end.

20. Promotion
Advertising through
 bill boards
 TV ads
 Pamphlets
 Social media
 Sales promotion

21. Place
 outlets are Located in highly crowded places.
 34,000 outlets in 100 countries.
 It calls itself a family restaurant rather than young
generation eating point.
 The seats, couches are comfortable to seat.
 Usually seen in airports & shopping malls.
 Nice music is played at the back.
 The bell- tradition of pizza hut.

22. Location in India
• Entered in 1996, opened its first
restaurant in Bangalore.
• Not included all kinds of pizzas like
elsewhere.
• Menu as per Indian customer.
• Opened its 1st vegetarian restaurant in
Surat , Ahmadabad, Mumbai Chow patty.

23. Pizza hut STP in India
STP
 Segmentation
 Targeting
 Positioning

24. Segmentation
• Segmentation refers to identifying the areas where people `have
high disposable income.
 Pizza hut works on following segments
 youth
 Dual career families
 Age group is 12-30 years.

25. targeting
Middle level and upper middle level
Based upon lifestyle, social life, and spending behavior
Teenagers of school & collage freshmen.

26. Positioning
 Pizza hut has done their positioning in the target market by
keeping in view two basic factors:
 Quality
 Frequency
 ‘customer mania’ which makes customers unique dining
experience.

27. Customer service
 Differentiate in terms of needs & value to the
company .
 Customer mania a kind of service.
 Customization based on income groups, income
level, age & life style.
 Provides products at affordable prices
 Online ordering system
 Hot line for complaint redressal.
 Unique dinning experience .

28. Competitors of pizza hut