Marketing warfare of Pizza Hut & The Pizza Company in Thailand 2014

2. Business Background
First Pizza Hut
First Pizza Hut
Building,
Building,
Wichita Kansas, USA
Wichita Kansas,
USA
Since 1971,
Since 1971,
Pizza Hut has The
Pizza Hut has The
most branches in the
most branches in
world
the world
1980 First Pizza Hut launched in Pattaya
1980 Pizza Heinecke
by William E. Hut set up
Business in Thailand

3. Background
Business Background
1999 Set new business
“Chicken treat &
Burger King”
2000 Breaking up
with Pizza Hut and
Setting New Pizza in
new brand named
“Pizza Company”

4. Competitive Journey
One-brand
Market
Me-too products
Brand & differentiation

5. Pizza Hut with Yum! is
multi-international brand
that has R&D department
worldwide.

6. But, there’s no reason for
The Pizza Company to do
anything different because
they have more branches.
78 < 254
Cheesy Sausage Bites Pizza
Extra Cheesy Sausage Bites Pizza
Branches
Mighty Meat Korea Bukoki
One- 4 Share Pizza
Korean Meat Deluxe
X-Pan & Square Pizza

7. Pizza Warfare 2006 - 2008

8. Competitive Journey
1980-2000
One-brand
Market
Me-too products
Brand & differentiation

9. Communication Target
Family & kids
Young Adults
through their relationship
with fun & active lifestyle

10. Source of Ingredient
Made from
New Zealand cheese
Made from
Holland cheese

11. Highlighted products
• Noom Hit Pizza & ‘Family’ set
• Non-pizza menus for 1 person
• ‘Value’ Set Menu
• Fried chicken

12. Communication Approach
• Different color scheme with big telephone number
• Brand Ambassador
Talent in target group’s age-range
Celebrity (in some TVCs)

13. Communication Approach
Italiano pizza special
recipe with Vanilla
butter & milk
Italian style

14. ‘Buy 1 Get 1’ Promotion becomes tradition.
More than 10 yrs

15. ‘Buy 1 Get 1’ Promotion becomes tradition.
Oct – November 2013
More than 10 yrs

16. Online Focus
Both brands create their own special offers for online users to boost up new-gen
behavior to order online, not call center.
Less branches & mainly in BKK.
Consumer lifestyle changed &
competitor focused.

17. Market Share
70%
20%
Source : Prachachart newspaper : 20 September 2013

18. What will Pizza Hut do?

19. Future Marketing Plan
Dokbia Turakij, 13 October 2013

20. The new challenger
AC News, September 2013

21. THANK YOU
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