Pizza Hut FINAL

MANAGEMENT THOUGHT

“ If you are trying to persuade people to do something or buy something, you should their language, the language in which they think!”

PIZZA HUTPIZZA HUT

At Bangalore in June 1996.

Service a large customer base across the country.

PIZZA HUT IN PIZZA HUT IN INDIAINDIA

Pizza is a food foreign to the Indian plate.‘Think Global and Act Local’A firm footing over the years

by imbibing Indian values and tastes.Menu, ambience and position.

TARGET TARGET AUDIENCEAUDIENCE

To satisfy customer by offering them the best.

The young adult (18-29 years) is the target customer.

COMPETITORS COMPETITORS IN INDIAIN INDIA

Domino’s Pizza

Smokin’ Joes

PRODUCTS PRODUCTS

PRODUCT MIXPRODUCT MIX Pizza

Sides

Soft drinks & juices

PRODUCTPRODUCT LINELINE

Pepperoni Lovers

Super Supreme

PIZZAPIZZA

Beef & Veggie supreme

Chicken & Veggie supreme

Veggie Supreme

Classic Mediterranean

BBQ Chicken Lover

Classic Chicken & Bacon

BBQ Meat Lovers

Classic Margherita

SIDESSIDES

Garlic Bread Traditional Chicken Wings

Outback Ribs

• Pastas

SOFTDRINKSSOFTDRINKS

PepsiPepsi MaxSunkistSoloMountain Dew7’ UP

FEATURES OF FEATURES OF PRODUCTPRODUCT

StyleShapeDesignColor QualitySize of Pizzas & Sides

Services Services Quick services is provided

by Pizza Hut restaurant.

It the No. 1 most trusted Brand which adds to Company honour for Quick Service restaurant.

BRANDING OF BRANDING OF PIZZA HUTPIZZA HUT

1. Trusted Food Brand in India.2. Quick Service Restaurant

Company in India from last 3 years.

3. Trusted Brand among consumers ages 21 to 40 years.

4. It is among top 10 Global Brands-for earning trust & loyalty of consumers in India,

PACKAGINGPACKAGINGGenerally paper is used for making Pizza Box because of 3 reasons: Economical. It has substantial stacking

strength. It resists condensation build-

up on the interior surfaces.

Pizza packaging had started in Pizza packaging had started in the year 1940.the year 1940.First package was combination First package was combination of paper bag and a corrugated of paper bag and a corrugated square.square.

Good things

Convenient

Highly economical

But lacked

Stacking strengthHeat retentionProduct protection capability

In1960Corrugated Pizza Box was introduced.

In 19702-for-1 concept was introduced.

PRICINGPRICING

PLACEPLACE

Pizza Hut on Pizza Hut on expansion spreeexpansion spree

Expansion plan.100 outlets in next 18 months.Expansion program: Investment of over Rs.75 crore.Becoming accessible.“Pizza Hut claims that most of the outlets have now attained BEP which has helped surplus on the company’s expansion plans.”

Capital required to Capital required to start a Pizza Hut start a Pizza Hut

OutletOutlet

While the investment per restaurant comes to Rs 1.5-2 crore, it is about Rs 75-80 lakh, not including real estate, infrastructure, supply chain management and marketing expenditure. A major part of the investment in each outlet goes in interiors and equipment as most of the Pizza Hut outlets operate on a regular lease or collaborative agreement basis wherein the franchisee has a revenue sharing arrangement with the property owner.

PIZZA HUT PIZZA HUT OUTLETSOUTLETS

In World: Over 12500 restaurants. In more than

91 countries. Serving over 1.7 million pizzas to

nearly 4 million customers.

In India:70 restaurants across 36 cities.Entering: Nasik, Lucknow, Cochi.Having set up a presence in 13 metro

and second rung cities with 36 outlets.Preparing to enter in 3rd rung cities-

Indore, Bhopal, Vapi, Rajkot, Trivandrum, Mangalore, Mysore.Freshly added in Goa & Secundrabad.Over 38,000 customers waking

everyday in its outlets.

COVERAGECOVERAGE

Distribution Through Distribution Through FranchiseFranchise

Four franchise in India. Pizzeria Pure Foods: Chennai, Pune. Devyani international: North India. Wybridge: Mumbai. Dodsal: Maharashtra, Madhya

Pradesh, Andhra Pradesh, Karnataka& Kerala.

Distribution Distribution through Deliverythrough Delivery

Aims at provide products at the requested delivery time. Delivers orders to your door steps. Products are subject to availability. If the desired product is not

available, Pizza Hut may offer you a reasonable substitute of equivalent quality and price.

PROMOTIONPROMOTION

Pizza Huts journey Pizza Huts journey towards towards

connecting connecting with the Indian with the Indian

consumerconsumer

International brand with Indian heart.Indianisation campaign:• Products with Indian toppings.• Vegetation Pizzas.• Jain Pizzas.

ADVERTISINGADVERTISING

“Good advertising does not circulate information. It penetrates the public minds with desires and beliefs.”

ADVERTISING ADVERTISING STRATERGYSTRATERGY

Two fold:-1.Indianising the brand by reflecting Indian values.2.Pizza is a catalyst that brings people together.

AD spend 10-12 crore annuallyMedia Mix- print, television,

radio.

HISTORY OF HISTORY OF ADVERTISEMENTSADVERTISEMENTS

No brand mascot. Pizza Head Show. Dougie the delivery boy. Celebrity advertising.

PROMOTIONAL PROMOTIONAL CAMPAIGNSCAMPAIGNS

The Palat theme stuffed crust Pizza.Treat bundles ‘Treat You Just Can’t Beat’- Javed Jaffrey.

Freshizza•Maliaka Arora Khan•Boman Irani.•Satish Shah.•AD conceptualized by JWT.

Nutrition Calculation.

PIZZA HUT, PIZZA HUT, The Favorite The Favorite

HauntHaunt

CONCLUSIONCONCLUSION

“You must have the mind share before you have the

market share.”