Sales & Promotion Plan For Pizza Hut

Presented by:
Hemal Maniar Vivek kar Pallav Prasad

SIBM Bangalore

Survey Work For The Study OF Pizza Hut and Pizza Consumption Pattern To know the actual position of pizza hut in the minds of the consumer, we did a small survey involving certain specific question regarding what customers want. We went to the nearest pizza hut outlet and we took some inputs from the manager regarding consumer behaviour and sales pattern.

Prior work

More than 78% of the students surveyed selected DOMINOS as their first preference. Summary of our survey Average rating of Importance given to offers is 1.95 which shows the offers given is one of the major factor for the customer decision.(Rating: 1-most important and 5-Least). Per person average budget is between Rs 250-500. 41% students go to pizza hut once in a month while 25% of them visit pizza hut once in 3 months.

Findings: Customers are unaware of the offers and discounts offered by Pizza Hut, which are as it is few in numbers.

SWOT ANALYSIS For Current Situation Of Pizza Hut In The Indian Market.

Strengths

Weaknesses

Unmatchable quality and variety Strong brand image Customer satisfaction Hygiene Excellent service

Consumers myth that pizza hut is only for elite class. Lack of offers Inadequate advertisement (Low discount visibility) Inadequacy of outlets

Opportunities
Increase their market share by changing their image in the minds of consumer. It is a global brand which can afford to offer heavy discounts

Threats

Dominos and other outlets are catering to Indian middle class customers by providing large no. of offers and services

Current Sales At Pizza Hut Electronic city, Bengaluru

Product Pizzas Pasta Italian Rolls Breads Potato Wedges Sales per time period 400-500/week (Mon-Thurs), 1000/day(FriSun) 100-150/day 80-90/day 2000-2100/day 70-75/day Sales Frequency Crust-Mia (Less Sold) Pan (Most Sold), Stuffed (Nominal),Crown (Less Sold) Lasagna-(Nominal), Baked- (Most Sold), Sauteed- (Nominal) Less Sold Highly Sold Less Sold

As per above sales figures, some following combinations are made

No. of People 1 Customized Combination 1 Pan Pizza+ (Italian Roll/Potato Wedges)+1 Breadstick(veg combo) 1 pan pizza+ chicken roll/chicken wings+1 breadstick(non veg combo) 1 pan pizza+1 stuffed pizza+ (Italian rolls/potato wedges)+ pasta 1 stuffed pizza+ 1 crown pizza+ 1 pasta+ (italian rolls/potato wedges) 1 stuffed pizza+ 1 crown pizza+ 2 pan pizza+ 1 pasta+(1 italian rolls/potato wedges) Combo Price 260 Actual Price (W/o Combo) 328 Explanation of combo Most sold pan pizza are clubbed with less sold italian rolls/ potato wedge Most sold pan pizza are clubbed with less sold italian rolls/ potato wedge Most sold pan pizza are clubbed with less sold italian rolls/ potato wedge and stuffed Most sold pan pizza with less sold crown pizza are clubbed Catering to four people and can be customized if number of people are increased

1 2

310 360

394 450

2 4

480 850

600 1150

**Pepsi can be added with any combo at the cost of Rs 25/600ml bottle. Garlic breads can be added with any combo at the cost of Rs 50/piece.*Add Rs 50 to get a non veg pizza.

Core Sales Strategy

20% cash back if you come back within 10 days

Every time pizza hut

Design your Own Pizza Contest: Show your Creativity & Taste by Designing your own very crust and also toppingsMake It Great

Movie tickets along with pizza: We will make partnership with theatre in our locality. On order of Rs1000 or more, the customer will get a free movie ticket. If a customer buys a movie ticket at that theatre, then he will be given 20% off in pizza hut. Advance booking: Special discounts to be provided if customers give advance bookings for the coming days. Co-Sponsoring Options: Check for possible co-sponsoring options and implement the best among them. Links with brands such nearby Shoppers Stop and Saloons to give prize coupons to customers as promotional and vise versa. Promote Multiple Orders:

Corporate
Discount (upto 30%) for the corporate, school or college parties

Public Events
Special public events to be tracked and stalls to be put for bulk sales.

5 or more than 5 orders from the same society, college, etc. will be given 10% additional discount. This will help as people will try to add more orders to get higher discounts. Festival-Get together Sponsoring: Will sponsor festival celebrations and events held nearest to our area to promote our franchise. Eg; Janmastmi celebration.

Birthday/Marriages
Discount (30%) will be given on the bulky orders for birthday party, marriage etc

Customer Relationship Enhancement

Warm reception to all the customers. Customers are informed of offers which matches their interest.(Throu gh SMS and Customizable emails) products such as caps and cups for customers.

Conclusion

Special discounts on birthday, wedding for loyalty card owners.

We carried out a survey and took inputs from the manager of one of the Pizza Hut outlets to know the actual buying behaviour. Based on that we segmented our strategies which are as follows:
Attracting new customers -festival celecration, co-sponsoring etc. Increasing the sales of certain offerings - Combo packs etc Increasing the overall sales on weekdays - Lunchables and Happy hours etc Retaining our existing customers - Various Discount offers etc

We feel that if our thought out proposal is implemented, it will increase our customer value proposition, which will increase the overall revenue of pizza hut significantly .