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HISTORY
1958 Frank and Dan Carney open the first Pizza Hut in Wichita, Kansas 1972 - 1000 restaurants are open throughout the USA 1973 - Pizza Hut went international. 1977 - PepsiCo bought Pizza Hut 1982 - JV between PepsiCo and Whitbread 1997 - Pepsi Moved aside for Drinks and Tricon Global Came into motion 2002 - Tricon Global became YUM! Brands Inc. 2006 WB sold their share of the JV to Yum! 2008 - Bought Godfather's Pizza in Ireland with 28 stores
INTRODUCTION
Wholly owned Subsidiary Wichita, Kansas, USA, 1958 Addison, Texas, USA Dan and Frank Carney David C. Novak NOW YOU ARE EATING 300,000+ Yum! Brands since 1997 http://www.pizzahut.com
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
SWOT ANALYSIS
Unmatchable quality & variety Strong brand image Customer satisfaction Hygiene Excellent service
SWOT ANALYSIS
SWOT ANALYSIS
Growing fast food market Scope for expansion Introduce attractive offers More outlets should be open Ordering online system
SWOT ANALYSIS
Low price point of competitors No take away counters for pizza Instant fast food packers House wives are interested in making pizzas at home
MARKETING STRATEGY
Pizza Huts Says: We want to satisfy our customer by offering them The Best Be C.H.A.M.P.S (Cleanliness, Hospitality, Accuracy, Maintenance, Product quality and Speed) You will Find 3Fs at Pizza Hut ( Fun, Friendly and Familiarity)
SEGMENTATION
The Segments Pizza Hut is Working on : Higher and Middle Income Dual Career Families Any Age
TARGETING
Basically anyone and everyone who loves to eat pizzas Age group of 12 to 30 Families
POSITIONING
Pizza hut has done their positioning in the target market by keeping in view two basic factors: Quality Frequency Worldwide Pizza Hut has come to become synonymous with the Best pizzas under one roof Crew members customer mania makes the dining experience unique for the customers
MARKETING MIX
Variety: Large Variety of Taste e.g. Cheesy Bites, Stuffed Crust, Hand-Tossed, Thin 'N Crispy, Bigfoot etc Quality: A large number of Market share is with Pizza Hut Only Because of their High Quality Pizza
MARKETING MIX
Market Skimming Price Strategy Low price for meal and expensive for just one Coupons Worldwide and Gift Card in Developed Countries
MARKETING MIX
Spends approximately Rs 1M-1.2 M on advertising annually using a Media mix Advertising through Bill Boards TV Ads News Papers Personal Selling
INTRODUCTION
Type : Wholly owned subsidiary Headquarters : Geneva, Switzerland Founder : Fred Mouawad Industry : Fast food Products : Pizza, Pasta Parent : GFA Corporation Slogan : THE PIZZA CORNER WAY Website : pizzacorner.com
PORTFOLIO
Created in 1996 by Global Franchise Architects Current portfolio :Pizza Corner Coffee World New York Deli The Cream and Fudge Factory
MISSION WOW every Guest by serving an innovative range of delicious high quality pizzas in a fun, friendly, and comfortable environment THE CORE IDEA Great tasting Wholesome food
SWOT ANALYSIS
Good quality & Variety Brand Image Customer Satisfaction Hygiene Excellent Service Exciting offers
SWOT ANALYSIS
SWOT ANALYSIS
Growing fast food market Scope for expansion Can spread globally
SWOT ANALYSIS
High competition No take away counters for pizza Instant fast food packers House wives are interested in making pizzas at home
MARKETING STRATEGY
Advertising Slogans The Pizza Corner Way Experience A Slice of Life 39 minutes or Free Caring for your health Food for good Straight from the heart Think Different, Think Conizza Conizza - Pizza in a cone Portable Pizza
Targeting
MARKETING MIX
Variety:
Product Price Promotion Place
Soups, Salads, Appetizers, Soups, Calzones, Sandwiches, Pasta, Footizza, Conizza, Pizza, Bakes & Desserts
MARKETING MIX
Market Skimming Price Strategy Low price for meal and expensive for just one
MARKETING MIX
Advertising through Bill Boards TV Ads News Papers Personal Selling
COMPARISON
PRICING PRODUCT
(Rs) Margherita Garlic Bread Cheese Garlic Bread Extra toppings (Veg) Extra toppings (Non-veg) 65(S), 125(M), 210(L) 49 70 20(S), 30(M), 50(L) 30(S), 40(M), 60(L) (Rs) 90(S), 175(M), 275(L) 35 40 35(S), 45(M), 55(L) 35(S), 45(M), 55(L)
BASIS
Headquarters Head office in India Number of outlets in Chennai First outlet in Chennai Main target group Offers change Stalls Switzerland Bangalore 10 US Mumbai 18
INNOVATIONS on pizzas
Cheesy bites
Stuffed crust
INNOVATIONS on pizzas
Sandwizza
Extended menu
Extended menu
16% 28% 4% a. O a week b. Twice a week c. O ce a month d. Twice a month 28% 24% e. Others
16%
8% 16%
a. Once a week b. Once a month c. Twice in a month 0% 20% 20% b. Once a month c. Twice in a month d. Once in every 23 months. 48% e. Once in a year a. Once a week
12%
40%
20%
DO YOU THINK PIZZA HUT & PIZZA CORNER OFFER ENOUGH VARIETY OF FOOD?
16%
16%
a. Yes b. No
84%
Yes No
84%
DO YOU THINK PIZZA HUT & PIZZA CORNER ARE CONSISTENT IN THEIR FOOD QUALITY WHENEVER YOU GO?
28%
16%
Yes
a. Yes b. No
72%
No
84%
HOW DO YOU FIND THE PRICING OF THE FOOD AT PIZZA HUT & PIZZA CORNER?
16%
52%
ARE YOU SATISFIED WITH THE PARKING FACILITY AT PIZZA HUT & PIZZA CORNER?
8%
Yes No
92%
ARE YOU SATISFIED WITH THE HOME DELIVERY & TAKEAWAY SERVICES OF PIZZA HUT & PIZZA CORNER?
16% 36% 16% a. Pizza Hut b. Pizza Corner c. Dominos d. Anything 32%
SURVEY - CONCLUSION
Pizza Hut is the market leader of pizzas and it has a better market share than Pizza Corner The Ambience of Pizza Hut is better than that of Pizza Corner The preferences of the people for pizzas are more with Pizza Hut The study also shows that Indian customers are not so price sensitive when they get good product, quality and services
OBSERVATIONS
Targeted on the higher income group who prefer ambience as their core need and food as secondary One can always find Pizza Hut in the posh areas of the city The most unique feature is the Bell which is kept outside every outlet. Customers can ring the bell if they had liked the service and the associates scream Thank you unanimously The customer service in the restaurant is always good Generally everyone finds the taste of the pizzas to be good
OBSERVATIONS
The pizzas are slightly priced lower than Pizza Hut and more than the Dominos Not all outlets have good ambience Kids are more attracted to Pizza Corner mainly because of the play area
RECOMMENDATIONS
Try to include low calorie pizzas in the menu Try to include students menu which starts with affordable prices Should come out with more exciting offers
RECOMMENDATIONS
Increase advertisements in all media Try to improve the interiors Have to be more consistent in taste Should open more outlets in posh areas
Thank you.