1. Segmenting
The process of grouping customers into relatively homogeneous sets such that customers within a
segment are similar to one another in the way they respond to marketing effort directed at them. A
market segment is a specific group of customers with similar needs, purchasing behaviors, and
identifying characteristics. Their segmentation includes identifying the people who have high disposable
income. They mainly target youth, two income families. And age group of 13 – 40 years. The two main
segments are geographic segmentation and psychographic segmentation .Under the first segmentation,
localizing the products, advertising, promotion and sales effort to fit in the needs of the different regions
in the country.
Targeting
The process of evaluating various segments and then deciding how many and which segments to serve is
called as targeting. The main target of the pizza hut is middle class and upper middle class people. The
main target college graduates, since they are ready to spend compared to the other target audience
identified.
Positioning
Positioning is the process by which marketers try to create an image or identity in the minds of their
target market for its product, brand, or organization. Pizza hut has done its positioning in the market by
two main factors quality and frequency. Especially their tag line “Best pizzas under one roof “.And also
the unique dining experience , the so called customer mania also helps pizza hut to position themselves.
Marketing Strategy
A strategy that integrates an organization's marketing goals into a cohesive whole. It focuses on the
ideal product mix to achieve maximum profit potential. The marketing strategy of Pizza hut is “we want
to satisfy our customer by giving them the best “.They believes in C.H.A.M.P.S. They stand for
cleanliness, hospitality, accuracy, maintenance, product quality and speed. They also follow 2f’s .They
stand for friendly and familiar. These are followed in all the pizza hut places.
Customer service
According to AMA “ ,A customer-oriented corporate philosophy that integrates and manages all of the
elements of the customer interface within a predetermined cost-service mix “ .In pizza hut they mainly
concentrate on the customer service. It is known for its customer service. They believe in providing
uncompromising product value , offering customers the highest value for money and giving service that
2. warm , friendly and personal .They also provide unique dining experience . They believe in “customer
mania” , the kind of service that ensures that every visit of the customer is a memorable one.