2. Marketing Plan
Topic:
Pizza Hut (pēt'sə h^t)
Members:
» Muhammad Salman Zafar
» Tariq
» Awais Arshad
» Hafiz Ali Raza
3. 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 being
• 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.
4. Introduction
• Type: Wholly owned Subsidiary
• Founded: Wichita, Kansas, USA, 1958
• Headquarter: Addison, Texas, USA
• Founder: Dan and Frank Carney
• CEO: David C. Novak
• Slogan: NOW YOU ARE EATING
• Employees 300,000+
• Parent: Yum! Brands since 1997
• Website: http://www.pizzahut.com
http://www.pizzahut.net.pk
5. Fun Facts in Pizza Hut History
• Pizza hut are the world's largest user of cheese. Over the course of a summer
it is estimated that Pizza hut uses a 100 million pounds of cheese. Pizza Hut
uses more than 300 million pounds of cheese annually.
• Pizza Hut purchases more than 3 percent of all cheese production in the
United States , which requires a herd of about 170,000 dairy cows to produce
it.
• They also use 700.000.000 pounds of pepperoni and 525.000.000 pound of
tomatoes in one year.
• Gorbachev (the former president of the USSR) also played in a Pizza Hut
commercial.
• In 2001 Pizza Hut sponsored a pizza delivery to the international space
station.
• The oldest Pizza Hut that is still functional is in Wichita, Kansas.
6. Mission Statement
“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.
7. Competitors
Globally Locally
Shakey Pizza since 1959 McDonalds
Domino Pizza KFC
Pizza Ville – Canada Fry Chicks
Little Caesar's Smart Chicks
Pizza INN Kings & Queens Pizza Parlour
8. SWOT Analysis
Strengths Good Quality Food
Weaknesses Brand familiarity
Opportunities ISO Certified
Threats Good Service
Full service restaurant as well as
delivery services
Birthday Parties
9. SWOT Analysis
Strengths Parking Facilities
Weaknesses Advertisings are very less
Opportunities Still Fewer Outlets
Threats No Social Welfare
Mostly Western than Eastern
10. SWOT Analysis
Strengths More outlets should be open
Weaknesses Broad Sitting Area
Opportunities More attractive Environment
Threats Attractive Offers should be introduced
Diversify in Products for Taste as
McDonalds
Ordering Online System
11. SWOT Analysis
Strengths Competitors Entrance in Pakistan:
Weaknesses As Dominos (Low cost than Pizza Hut)
trying to open in Karachi
Opportunities
Little Caesar's Expanding from India:
Threats Who is famous for offering large
quantities of pizza for less money?
Social factors as a Western ORG
Instant Fast Food Packets
Ethnic Foods
12. Marketing Strategy
• Pizza Hut’s 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 3F’s at Pizza Hut
( Fun, Friendly and Familiarity)
14. Segmentation
“Identifying portions in market different from one another.”
The Segments, Pizza Hut is working on, are
• Higher Income
• Dual Career Families
• Age 12-30 Years
15. Types of Segments
• Geographic segmentation
– Localize products, advertising, promotion and sales efforts to fit the needs
of the individual areas and cities
e.g. Products and Promotion in India about Cow Meat etc.
• Psychographic segmentation
– Dividing the market into different groups based on social class, life style or
personality characteristics
e.g. Choosing Prices for Products as 999 OR 899
16. Targeting
• Target market:
– Target market is X and Y generation
– Generation with a "spend now, pay later" attitude
• College graduates:
Spending habits of college freshmen also indicates a high percentage
of money being spent on non-essential items
17. Positioning
• Pizza hut has done their positioning in the target market by
keeping in view two basic factors:
– Quality
– Frequency
• Worldwide and in Pakistan, Pizza Hut has come to become
synonymous with the
‘Best pizzas under one roof‘
• Crew members 'customer mania‘ which makes Customers Unique
dining experience.
e.g. Service
18. Marketing Mix
Product Variety:
Large Variety of Taste
Price e.g. Cheesy Bites, Stuffed Crust, Hand-
Promotion Tossed, Thin 'N Crispy, Bigfoot etc...
Place Quality:
A large number of Market share is
with Pizza Hut Only Because of
their High Quality Pizza
19. Marketing Mix
Product Pizza hut is using Market Skimming
Price Strategy.
Price
Promotion Low price for meal and expensive for just
one
Place
Coupons Worldwide and Gift Card in
Developed Countries
Charging Method in Pakistan
Price x 16% Tax
e.g. For a Pizza of 999 you will Pay Rs. 1149
20. Marketing Mix
Product Spends approximately Rs 1M-1.2 M on
advertising annually using a Media mix
Price
Promotion Advertising through
• Bill Boards
Place
• TV Ads
• News Papers
Personal Selling
Visit to School & Colleges
Sales Promotion (Discounts)
Pizza Hut offers annually an "All
you can eat" in the Holy month of
Ramadan.
21. Marketing Mix
Product Having 34,000 outlets in 100 Countries
Price In Pakistan 38 outlets in 9 Cities
Promotion
Sport Arena’s, Major Airports &
Place Shopping Mall
Channel:
Selling through Take In, Dine in, Home
Delivery
