3. Introduction
Type : wholly owned subsidiary of yum!
Founded : Wichita Kansas , USA 1958
Founder : Dan and Frank Carney
Slogan : MAKE IT GREAT
Franchise owner in India : Rajan Khilachand
5. 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.
6. VISION
• To make the people know that for all the eating items
they desire to eat can be made available in minimum
time without our effort excluding money.
• To improve the well being of our customers,
community and people connected to our
enterprise. “RUN GREAT RESTURANTS”
7. OBJECTIVES
their goal is to reach 85% recognition of the new product in
their target market.
As with all businesses, the most important goal of a company is
to increase revenue and profits.
Customer satisfaction is for most.
Practice what we preach: integrity, ethics and open
communication.
8. SWOT Analysis
Strengths
Name recognition is the biggest strength.
Full service restaurants as well as delivery service.
Offers large variety of products to their customers.
Marketing of the company is also another bigger strength of
pizza hut.
Good quality products at affordable prices.
9. weaknesses
Dissatisfaction among loyal customers.
Higher overhead costs, due to restaurants.
Good quality and good service results in high prices.
They mostly operate in urban areas.
10. opportunities
can increase revenue with their new innovative pizzas, new
flavours and recipes.
They can also provide more attractive environment.
They can offer discounts, offers and coupons to acquire market
share.
11. threats
Increasing competition in the pizza industry.
Rising prices of cheese
Also faces competition from other international
restaurant chains like Kfc, Mc Donald's , dominos.
Local restaurants also provides pizzas at more affordable
prices.
19. Price
Pizza hut has successfully used the high /low pricing
strategy when setting the retail price of its products.
Pan pizzas start at just Rs 44/-
Pizza hut is using low price for meal and expensive for
high end.
21. Place
outlets are Located in highly crowded places.
34,000 outlets in 100 countries.
It calls itself a family restaurant rather than young
generation eating point.
The seats, couches are comfortable to seat.
Usually seen in airports & shopping malls.
Nice music is played at the back.
The bell- tradition of pizza hut.
22. Location in India
• Entered in 1996, opened its first
restaurant in Bangalore.
• Not included all kinds of pizzas like
elsewhere.
• Menu as per Indian customer.
• Opened its 1st vegetarian restaurant in
Surat , Ahmadabad, Mumbai Chow patty.
23. Pizza hut STP in India
STP
Segmentation
Targeting
Positioning
24. Segmentation
• Segmentation refers to identifying the areas where people `have
high disposable income.
Pizza hut works on following segments
youth
Dual career families
Age group is 12-30 years.
25. targeting
Middle level and upper middle level
Based upon lifestyle, social life, and spending behavior
Teenagers of school & collage freshmen.
26. Positioning
Pizza hut has done their positioning in the target market by
keeping in view two basic factors:
Quality
Frequency
‘customer mania’ which makes customers unique dining
experience.
27. Customer service
Differentiate in terms of needs & value to the
company .
Customer mania a kind of service.
Customization based on income groups, income
level, age & life style.
Provides products at affordable prices
Online ordering system
Hot line for complaint redressal.
Unique dinning experience .
