EXECUTIVE SUMMARY

Pizza hut is the largest pizza Restaurant Company in the world. It has
12000 outlets in 90 countries employing more than 3 lakh people. he
legacy o! pizza hut "egan in 19#$.
In India there are not much outlets% out o! 10 $& countries India is one o!
them "ut only in 9 cities pizza hut has its outlets.
his report on pizza hut "asically spins around how direct marketing is
done "y pizza hut. o su"stantiate its e!!orts to strengthen its direct
marketing. his report gi'es an o'er'iew o! the pizza industry including its
competitors that is dominos% pizza corner% and pizza e(press.
)ollowed "y the o'er'iew is the history o! pizza hut as in how pizza hut
started and where all it is present and what has "een its progress till now.
*+ur'i'al o! the !ittest, has always "een the punch line !or all the
competitors% to !ollow this guideline it is important to ha'e a plethora o!
in!ormation a"out the competitors strategy which has also "een
su"stantiated in the report.
he strategies and the ways "y which pizza hut goes a"out its direct
marketing is the cream o! our pro-ect which includes strategies such as
1
.ational pizza month% cele"ration online and many other promotional
schemes.
he / P0s o! marketing 1i.e.11PR234C% PRIC5% P67C5%
PR282I2..
o support the success o! pizza hut and to identi!y its strengths and
weaknesses +92 analysis has "een done. o wind up the pro-ect the
!indings and results "ased on the :uestionnaire is analyzed and hence
conclusions and suggestions are gi'en.
2
PROFILE OF THE COMPANY
Pizza hut is the largest pizza restaurant company in the world. It has 12000
outlets in 90 countries; employing more than 300000 people. Pizza <ut has
an aggressi'e e(pansion plan !or India. It intends to ha'e more than 1oo
outlets "y the end o! the year Pizza <ut has more than 12%#00 units across
90 countries making it one o! the largest pizza "rands. )urther% all new
outlets in India would "e !ranchisee owned resulting !rom the smooth
!unctioning o! the e(isting stores which are all !ranchisee owned. <ence%
the same arrangement will "e !ollowed in the !uture to ensure growth=
oriented results
he data written "elow represent what Pizza hut is all a"out and gi'es a
"rie! pro!ile o! the company.
heir main :uote>
"Customer are the reason that we are here."
.o customers
.o Pizzas
hat0s the secret ingredient.
3
he # secret principles>
5mployees are our secret ingredients.
+how your ?care?.
+ay ?yes? to customers
+atis!ied% capa"le teams create satis!ied customers.
+atis!ied customers create pro!it and growth
PIZZA HUT IS ALL ABOUT:
Its all a"out you and all a"out customers i.e. customer creation and
customer retention through customer satis!action% its all a"out team spirit%
team spirit in order to attain good results.
TELEPHONE CALLS:
he employee are not allowed to make or recei'e personal telephone calls
at work unless in an emergency. he restaurant has limited telephone lines%
"y keeping the telephone occupied% we may "e denying customer access to
us and he may call the competition instead.
THEIR TACTICS:
/
?9hene'er any"ody thinks a"out pizza hut we want him or her to smile
and say ?yum?.
heir tricon passion> o put a yum or peoples !aces around the
world111
hey also ha'e a "ell outside each store which is to "e rung "y customers
i! they had a great time. It is a sort o! good encouragement% a kind o!
"ooster !or them.
"WE SUCEED BECAUSE WE KNOW HOW TO WORK TOGETHER
hey speci!y ?<ow we work together principles?
CUSTOMER FOCUS:
hey listen and respond to the 'oice o! the customer.
BELIEF IN PEOPLE:
hey "elie'e in people% trust in positi'e intentions% encourage ideas !rom
e'eryone and acti'ely de'elop a work!orce that is di'erse in style and
"ackground.
RECOGNITION:
hey !ind reasons to cele"rate the achie'ements o! others and !un doing it.
COACHIONG AND SUPPORT:
#
hey coach and support each other
ACCOUNTABILITY:
hey do what they say they are accounta"le% they act like owners.
EXCELLENCE:
hey take pride in their work and ha'e a passion !or e(cellence.
POSITIVE ENERGY:
hey e(ecute with positi'e energy and intensity. hey hate "ureaucracy
and all the nonsense that comes with it.
TEAM WORK:
hey practice team together and team apart.
hey call themsel'es>=
C=Cle!l"!e##
H=H$#%"&l"&'
A=A(()*(' $+ $*,e*#
M=M"!&e!!(e $+ +("l"&"e#
P=P*$,)(& -)l"&'
S=S%ee, $+ #e*."(e
hey answer :uestions like>
&
?9hat in!luences a customer decision to a restaurant@
)ood appealA31B
)ood e(perienceA#0B
)ood 'alueA13B
C5RA C<78P+ 5CC5665.C5 R5DI59
C58AC4+285R 5CP5RI5.C5 82.I2R
"HANDLING CUSTOMERS"
Solve problem before it actually becomes a complaint.
Never argue with the customer
Never blame any other crew member
Treat the customer, as you want to be treated.
Thank the customer.
<5IR P7++I2.
By !!" #i$$a hut aims to have million smiles a week
S/"l"!0 I!.e#&$*#
S/"l"!0 E/%l$'ee#
E
S/"l"!0 ()#&$/e*#
RESEARCH METHODOLOGY
he research process is carried out according to a designated series o! steps%
which are re:uired to "e taken in a chronological order.
)undamental to the success o! any research pro-ect is sound research design. It is
the !ramework or plan !or a study that guides the collection and analysis o! data.
he research design used !or this pro-ect is e(ploratory in nature. he ma-or
emphasis is on the disco'ery o! ideas. he e(ploratory study is also used to
increase the analyst !amiliarity with the pro"lem under in'estigation.
S/%le De#"0!
Target population
hose who ha'e regularly 'isited in the !ast=!ood.
S/%l"!0 )!"&
3elhi market is treated as sampling unit.
S/%le #"1e: 100.
$
D& C$lle(&"$!
P*"/*' D&
Primary data has "een collected through sur'eyed to the consumer.
Se($!,*' D&
+econdary data has "een collected !rom the company0s in!ormation "rochure and
internet.
9
OB2ECTIVES OF STUDY
o study how direct marketing is done "y PIFF7 <4% to su"stantiate its
e!!ort to strengthen its direct marketing.
o study a"out PIFF7 <4 as a "rand in India.
o know a"out the long and success!ul history o! PIFF7 <4.
o study the working and !unctioning o! PIFF7 <4 in India and the world.
o study the taste and pre!erences o! customers o! PIFF7 <4.
o study PIFF7 <40+ and competitor0s strategies.
o gi'e recommendations and suggestions thereo!.
10
SCOPE OF STUDY
he su"-ect matter has "een arranged in a +ystematic manner% pro'iding all the
details and 5(planations needed.
5'ery e!!ort has "een taken "y to make the Pro-ect report complete in itsel!.
his report has "een prepared a!ter an in = depth +tudy o! the company0s
main areas.
his report has "een di'ided into sections and su" sections !or a "etter
understanding.

11
TYPE OF DATA COLLECTED
A3 DATA COLLECTION
43 PRIMARY SOURCE 5
R57I65R+
C2.+485R+
3I+RIG42R+
63 SECONDARY SOURCE 5
95G+I5+
87H7FI.5+ 7.3 .59+P7P5R+
12
RESEARCH TACTICS
I45+I2..7IR5
P5R+2.76 3I+C4++I2. 7.3 I.5RDI59
STATISTICAL AND PRESENTATIONS TOOLS USED
PI5 3I7HR78
G7R HR7P<
13
OVERVIEW OF THE PIZZA INDUSTRY IN INDIA
INTRODUCTION
In India nowadays so many !ast !ood -oints are opened and people are
turning more towards the pizzas and they try to go to the "est pizza parlor
opened in their area o! li'ing.
here are many di!!erent companies% which ha'e come up the ma-or
players in this category are>
PIFF7 <4
328I.20+ PIFF7
PIFF7 C2R.5R
PIZZA HUT
ricon glo"al; restaurants which owns the Pizza hut )ranchisee has "ecome
'ery 'ery popular in India in the Indian Pizza 8arket. he !irst Pizza
1/
Restaurant was opened in 19#$ in 9ichita% Jansas under the name Pizza
hut and !eatures a 'ariety o! pizzas with di!!erent toppings as well as pasta%
salads% sandwiches and other !ood chains. )or the last ten years Pizza hut
was named as the world0s "est pizza chain in 7merica and in India also it
has captures most o! the market share. Pizza hut is the largest pizza
restaurant company in the world. It has 467888 $)&le&# "! &9e :8 ($)!&*"e#7
employing more than ;887888 %e$%le< Pizza <ut has an aggressi'e
e(pansion plan !or India. Pizza <ut will consolidate its presence in cities
where it already e(ists as an endea'or to create a ma-or share o! these
pro!ita"le markets !irst "e!ore spreading to other markets.
Pizza <ut has more than 12000 units across 90 countries making it one o!
the largest pizza "rands. )urther% all new outlets in India would "e
!ranchisee owned resulting !rom the smooth !unctioning o! the e(isting
stores% which are all !ranchisee% owned. <ence% the same arrangement will
"e !ollowed in the !uture to ensure growth=oriented results. #i$$a huts
have %& stores across %! cities including 'umbai, (elhi, Bangalore,
Chennai, )hmadabad, *yderabad, #une, Chandigarh, )gra and +aipur.
By the end of this year we will scale it up to ,- stores. .n 'umbai alone
we plan to have five stores by the end of the year they want to become the
1#
most pre!erred pizza "rand "y o!!ering great tasting pizzas !or all the usage
occasions at our place Kta"le ser'iceL as well as yours Khome ser'iceL
DOMINO=S PIZZA
his company started in the year 19&0% om 8onaghan and Grother Mames
purchased ?3ominick0s? a pizza store in Npsilanti% 8ichigan. 8onaghan
"orrowed O#00 to "uy the store. hen in the year 19&1 Mames traded hal! o!
his "usiness to om !or a Dolkswagen Geetle. hen in the year 4:>? T$/
M$!09! "ecame the sole $@!e* $+ ($/%!'% and renamed the "usiness
?3ominoPs Pizza% Inc.? In the year 4:>A &9e +"*#& D$/"!$B# P"11
+*!(9"#e #&$*e $%e!e, "! Y%#"l!&"% 8ichigan.
he 688&9 3ominoPs store opened in the year 19E$% then in the year 19$0
3ominoPs +"*#& "!&e*!&"$!l #&$*e opened in 9innipeg Canada.
he 47888&9 D$/"!$B# #&$*e $%e!e,. In 2000 3ominoPs Pizza International
opened its 2000th store outside the 4nited +tates.
1&
here are many outlets opened in India also and it is specializing in the
home deli'ery they ha'e less o! sitting arrangement and more o! home
deli'ery.
In 3ecem"er 199$% in'estors% including !unds managed "y Gain Capital Inc% a
leading pri'ate e:uity in'estment !irm% together with management and others%
ac:uired a 93B stake in the Company% which was !ormerly owned "y !ounder7
D$/"!$B# "# &9e l*0e#& %*".&el'C9el, *e#&)*!& (9"!7 !, &9e e"09&9 l*0e#&
$+ ll *e#&)*!& (9"!# "! &9e @$*l,< D$/"!$B# P"11 $++e*# C*)!(9' T9"!
C*)#&7 Ul&"/&e Dee% D"#9 !, Cl##"( H!, &$##e, %"11# @"&9 !)/De* $+
*e0"$!l &$%%"!0#< S",e "&e/# "!(l),e D$/"!$B# B*e, S&"(E#7 D$)Dle C9ee#'
B*e,7 C"!!S&"F !, B)++l$ @"!0#<
Be.e*0e# ($!#"#& $+ "(' ($l, C$(CC$l %*$,)(&# D$/"!$B# P"11
$%e*&e# !e&@$*E $+ >7:AA $@!e, !, +*!(9"#e, #&$*e# "! &9e U!"&e,
S&&e# !, >G "!&e*!&"$!l /*Ee&#<
2'er 120%000 associates are employed "y 3ominoPs around the glo"e.
1#%000 o! those are corporate employees% o! which ##0 work at the
worldwide head:uarters in 7nn 7r"or% 8ichigan.
3ominoPs Pizza% !ounded in 19&0% is the recognized world leader in pizza
deli'ery. 3ominoPs Pizza operates a network o! company=owned and
1E
!ranchise=owned stores in the 4nited +tates and international markets. Gut
3ominoPs isnPt -ust a"out deli'ering; itPs also a"out gi'ing "ack to the
community. 3ominoPs Pizza "elie'es that an essential component o! its
corporate responsi"ility is to pro'ide support to charita"le organizations
that "ene!it the communities where our employees and customers work and
li'e .
<ead:uartered in 7nn 7r"or% 8ichigan% 3ominoPs is committed to supporting
initiati'es and causes in its hometown while also participating in national programs
that align with our 'ision% guiding principles and strategic !ocus.
1$
HISTORY OF PIZZA HUT
Pizza hut0s story "egan with a small restaurant and two young "rothers=
3an and )rank Carney. In the year 19#$ they were struck "y inspiration
and opened the !irst Pizza hut in 9ichita% Jansas% 4+7.
9hen they were setting up% they only had room !or 2# seats= and the
restaurant sign only had space !or nine letters. hey wanted *pizza, in the
name% which le!t space !or -ust 3 more letters. Gecause the "uilding looked
like hut===== Pizza hut started.
.ow Pizza hut is the largest pizza Restaurant Company in the world. It has
12%000 outlets in the 90 countries% employing more than 300%000 people.
T9e +"*#& %"11 9)& *e#&)*!& @# $%e!e, "! 4:?H "! W"(9"&% Jansas
and within a year the !irst !ranchise unit was open.
19
B' 4:AA @9e! P"11 9)& @# (-)"*e, D' Pe%#" ($ "&# US *e#&)*!&
#'#&e/ 9, 0*$@! &$ !e*l' ;688 )!"&# &$,' P"11 9)& "# &9e l*0e#&
*e#&)*!& (9"! "! &9e @$*l,. +pecializing in the sale o! ready to eat
Pizza products as o! year=end 199& concept had grown to more than 12300
units.
)or ten o! the last 12 years% P"11 9)& @# !/e, De#& %"11 9)& (9"! "!
A/e*"( "! &9e IC9$"(e "! (9"!# !&"$!l ($!#)/e* #)*.e' %)Dl"#9e,
!!)ll' D' *e#&)*!&# J I!#&"&)&"$!# /01"!e. 7lso% the Manuary 199E
Consumer reports named Pizza hut as the "est Pizza chain in 7merica and
now it has opened.
W"&9 e.e*' $((#"$! P"11 9)& ,%&# "&# /D"e!(e !, ,e($*&"$! @"&9
,"++e*e!& ($!(e%&7 l"Ee @"#e "! I!," $! &9e I!,e%e!,e!(e ,' &9e'
,e($*&e &9e"* $)&le&# @"&9 ll !&"$!l ($l$*# !, l$0$# e&(7 !, $! &9e
.le!&"!e# ,' +$* eF/%le &9e' &Ee $)& &9e"* %"11 "! 9e*& #9%e &$
&&*(& /$*e $+ '$)!0 ()#&$/e*# @9"(9 0e& /$*e &&*(&e, &$@*,#
&9e#e &9"!0#<
4:AA:
20
Pizza <ut% Inc. stockholders o'erwhelmingly appro'e merger with
PepsiCo% Inc. !or an undisclosed sum. +uper +upreme is introduced
nationwide. Pizza <ut opens its 3%000th unit in 7rlington% e(as.
4:A::
he +icilian Pan Pizza is introduced. 4nits open in Juwait and 7"u 3ha"i.
Pizza <ut raises O3/2%000 !or 5aster +eals !rom national promotion.
4:H8:
Pan Pizza is introduced throughout the system. Restaurant num"er /%000
opens.
4:H6:
he Pizza <ut 5 glass promotion is picked as the top marketing
promotion o! 19$2 "y the editorial sta!! o! Chain 8arketing and
8anagement. Pizza <ut ser'es one and a hal! million pounds o! pasta
annually.
4:H;:
Personal Pan PizzaQ% with a !i'e=minute guarantee% is introduced
throughout the system. Pizza <ut cele"rates 2#th anni'ersary. Pizza <ut
employs 10%000 teenagers !rom 1& to 19 years old.
21
4:HG:
G22J IR Q .ational reading incenti'e program is launched with 200%000
elementary students enrolled. here are more pizza locations than
ham"urger restaurants in the 4nited +tates. Pizzerias account !or 9.9B o!
all restaurants in the 4.+.
4:H?:
PriazzoQ and CalizzaQ are introduced.
4:H>:
he system cele"rates the opening o! its #%000th restaurant% located in
3allas% e(as. 3eli'ery ser'ice% as a new concept% is initiated. )astest
construction o! a Pizza <ut restaurant takes place in 9ichita% J+ === 39
days !rom start to !inish. he national a'erage is $# days.
4:HH:
<and=ossed raditional Pizza is introduced throughout the system. Pizza
<ut cele"rates its 30th anni'ersary with a total o! more than &%000
restaurants and deli'ery units worldwide. President Ronald Reagan awards
22
Pri'ate Initiati'e Citation to Pizza <ut President 7rt Hunther !or the
creation o! G22J IRQ Program.
4:H::
he Pizza <ut Mo"s PlusQ program e(pands nationwide to employ more
than 10%000 indi'iduals with physical and de'elopmental disa"ilities. he
Mo"s Plus program is recognized as the largest corporate initiati'e o! its
kind in the !ood ser'ice industry. Pizza <ut opens its 1%000th international
unit in 9ell and% 2ntario% Canada. Pizza <ut now ser'es #/ countries.
Pizza <ut sells 9.1 million ?6and "e!ore ime? puppets. 9hen released to
the pu"lic% the mo'ie en-oyed the largest opening e'er !or an animated
!eature.
)or the !irst time in history% Pizza <ut pizza is deli'ered to the 9hite
<ouse. )irst 6ady Gar"ara Gush throws a party !or 200 9ashington% 3.C.
children during a ?Reading is )undamental? reception.
4::8:
Pizza <ut system sales reach O/ "illion.
Pizza <ut deli'ers more than 1%3/0%000 pizzas on +uper Gowl +unday%
a"out E%000 pies a minute.
23
Jamran 7tri% assistant manager in 6ees "erg% D7 ser'es his way into the
Huinness Gook o! 9orld Records "y waiting ta"les at the 6ees "erg% D7
Pizza <ut restaurant !or 13& hours% donating O1%200 in tips to the 6oudoun
County +helter !or 7"used 9omen S Children.
8ore than /%000 Mo"s Plus employees work !or Pizza <ut.
Personal Pan PizzaQ "ecomes a'aila"le at 1%000 +top P. Ho con'enience
stores.
4::6:
6unch "u!!et introduced in 1%$00 units.
Pizza <ut sets up two mo"ile hot trailers in )lorida City and Hould0s% )6
a!ter <urricane 7ndrew wreaks ha'oc. Pizza <ut pro'ides 120%000 !ree
meals to relie! 'olunteers and those who lost their homes. Pizza "o(es
redesigned to sa'e 2E#%000 trees a year.
4::;:
Pizza <ut introduces GIH)22T Pizza == two s:uare !eet o! pizza cut into
21 slices.
he <ar'est Program is launched nationwide to donate surplus !ood to
!ood rescue agencies.
2/
Pizza <ut makes its !astest and !arthest deli'ery> &00 large pepperoni
pizzas on a 2/=hour !light !rom 3o'er 7ir )orce Gase to 4.+. ser'ice
personnel in 8ogadishu% +omalia.
Pizza <ut leads the entire restaurant industry in growth and sets new
company records !or sales and pro!its.
Pizza <ut introduces Chunky +tyle Pizza in +eptem"er.
Pizza <ut signs contract with 30 hotel companies throughout the country to
pro'ide deli'ery ser'ice to their registered guests.
4::G:
Pizza <ut "ecomes the single largest retailer o! "asket"alls in the 4nited
+tates% selling 3.E million "alls during its .C77Q )inal )ourQ promotion.
Pizza <ut opens 9%E00 s:uare !oot +uper Pizza <utQ restaurant and
entertainment center in 8e(ico City.
Pizza <ut in Geirut reopens a!ter "eing closed during the Hul! 9ar.
+occer legend Pele kicks a "all through the door o! Pizza <utQ restaurant
num"er 10%000 in +ao Paulo% Grazil on 7pril 13.
4::?:
2#
Pizza <ut launches the ?NouPll 6o'e the +tu!! we0re 8ade 2!?Q campaign.
T@$ C)#&$/e* S&"#+(&"$! %*$0*/# "!"&"&e,: 4CH88 C)#&$/e*
S&"#+(&"$! H$&l"!e !, C)#&$/e* CllCB(E P*$0*/7 @9"(9 &Ee#
&9e %)l#e $+ ?87888 ()#&$/e*# %e* @eeE<
Pizza <ut launches P"11e*" S&)++e, C*)#& P"11% which immediately sets
company sales records.
#i$$a *ut wins the %&&- "Choice of Chains" award for Best #i$$a Chain
sponsored annually by /estaurants 0 .nstitutions maga$ine, making
#i$$a *ut the "Best #i$$a Chain" ten of the last eleven years.
4::A:
Pizza <ut launches a meatier pepperoni. PepsiCo announces restaurant spin=o!!.
Pizza <ut launches ?otally .ew Pizzas? a :uality initiati'e putting sliced% !resh
'egeta"les and meaty meats on pizzas.
4::H:
Pizza <ut cele"rates /0 years o! making and ser'ing great pizza.
Pizza <ut launches ?he +icilian Pizza? a !la'or!ul crust with garlic% "asil
and oregano "aked right into the crust.
Pizza <ut launches ?he Gest Pizzas 4nder 2ne Roo!T? campaign.
2&
4::::
Pizza hut launches he Gig .ew Norker Pizza. 7 1& inch pizza with a
sweeter% sa'ory sauce% 100B real cheese cut into $ "ig !olda"le slices.
6888:
In Muly 2000% Pizza <ut "ecame the !irst company in history to place its
logo on the world0s largest proton rocket.
6884:
Pizza <ut introduced wisted CrustT pizza = wisted Crust pizza "oasted a
re'olutionary "readstick crust that surrounded a hot% delicious Pizza <ut
Pizza.
#i$$a *ut became the first company in history to deliver pi$$a to the
pioneers living in outer space on the .nternational Space Station 1.SS2.
he creation and deli'ery o! the world0s !irst space=consuma"le pizza was
the culmination o! nearly a year o! colla"oration "etween Pizza <ut and
Russian !ood scientists.
2E
6886:
ricon Hlo"al "ecomes N48R Grands.
688;:
#oo restaurants are how open throughout the 4J% employing o'er 20%000
people.
688G:
Pizza <ut launches he Gig .ew Norker.
688?:
he / !or 766 is launched. 2'er &00 restaurants now open in the 4J
E0 o! them are )ranchise units.
688>:
9hite "read sells their share o! the -oint 'enture to NumR Grands Inc. Pizza <ut
4J 6td is now 100B owned "y NumR Cheesy Gites is launchedR &9E Restaurants
now in the 4JR 1#/ stores are !ranchise owned "y &1 !ranchisees.
2$
PRODUCT PROFILE
7n ad'ertisement !or Pizza <utPs Pan Pizza
29
he most commonly sold !ood at the restaurants is the "#an #i$$a3, which
usually comes in !our di!!erent sizes including Personal Pan Kwhich is an indi'idual
ser'ingL% +mall% 8edium% and 6arge% although some stores ha'e done away with
the small size. hey come in a 'ariety o! toppings% including *specialty? styles. Pan
Pizza has a thicker crust than most other commercially a'aila"le pizzas. 4nlike
most o! Pizza <utPs competitors Ksuch as D$/"!$B# deep dish or P% 2$9!B#
Per!ect PanL% Pizza <ut does not charge e(tra )or toppings.. In addition to the Pan
Pizza% Pizza <ut also sells ?Stuffed Crust Kwith the outermost edge wrapped
around a coil o! mozzarella cheeseL; ?*and4Tossed" Kwhich is more like
traditional pizzeria crustsL; "Thin 5N Crispy 6 Ka thin and crispy dough which
was the original crustL; "Bigfoot?% which is a two U !oot "y one = !oot s:uare
cut pizza; and the D"%%"!B S&*"%# %"11% which is similar to a S"("l"! %"11
"ut is cut into small strips that can "e into a num"er o! sauces. 7nother is the
?E,0e? Pizza.
9here the pizza is "aked with no pu!!y crust% and the toppings reach nearly to the
edge o! the pie. Pizza <ut has e(perimented with new products !re:uently. 6ess
success!ul ones ha'e "een discontinued. hese include Chicago 3ish Pizza and
+icilian pizza; the +icilian Pizza made a 200& come"ack as the 6asagnas Pizza.
2ther products Pizza <ut has are the "#5$one?% Pizza <utPs 'ersion o! the
calzone; the "Cheesy Bites", similar to the "Stuffed Crust"
30
Pizza <ut also has a num"er o! side dishes including "read sticks% cheese sticks%
cinnamon sticks% mozzarella sticks% onion rings% hot and mild chicken wings%
"oneless wings% chicken munchers% -alapeVo poppers% and garlic "read. 3epending
on the size% Pizza <uts also may o!!er pasta dinners such as +paghetti and
Cavatina = a mi(ture o! Ca'atelli KshellsL% Rotini and Rotelle KwheelsL. hey
o!ten come with a side o! garlic "read. +ome Pizza <uts also ser'e lunch and
dinner "u!!ets with numerous types o! pizza% "readsticks and pastas% as well as a
"ar. 7 new% upscale concept was un'eiled in 200#% called *P"11 H)& I&l"!
B"#&*$<
MARKET SHARE AND SALES FIGURE OF PIZZA
HUT AND COMPETITORS
MARKET SHARE
he di'ision o! N48R Grands operates the worldPs W1 pizza chain with more
han 12%&00 outlets in more than 90 countries worldwide. Part o! the largest
restaurant chain in the world
2'er 20%000 !ranchises around the world
Grand leader in the 4J
Inno'ati'e range o! pizzas under one roo!
31
Y)/K $! eF%!#"$! ,*".e
.ine years a!ter opening its !irst outlet in India% NumR Restaurants is planning add
3& outlets this year to the 9$ Pizza <uts and si( Jentucky )ried Chicken J)CL
restaurants already operational across India. 9ith this e(pansion dri'e K% Pizza <ut
outlets will spread across 33 cities; while J)C will open in Jolkata and <ydera"ad
a!ter ha'ing opened in Pune recently. NumR Is also planning to e(pand into markets
like +ri 6anka% 8auritius and Gangladesh. 7t present the restaurant chain has 20
outlets in +ri 6anka% 1# in 8auritius and has opened the !irst one in
Gangladesh.
SALES FIGURE
Jey num"ers !or !iscal year ending 3ecem"er% 200E>
Sle#> O2&.08
Pizza <ut is the largest pizza pur'eyor in the world% with 467?H; &$&l *e#&)*!&#
!, ($/D"!&"$! ,el".e*'L&Ee$)& )!"&# "! :8 ($)!&*"e#M >7?:8 )!"&# *e
($/%!'C$@!e,. Pizza <ut "! #le# "! 4::> generated appro(imately XG<A
D"ll"$!< NC9"! STORE GUIDE3 D$/"!$B# P"11 is the world leader in
deli'ery% with ?7?88 #&$*e# "! G> "!&e*!&"$!l /*Ee&# <D$/"!$B# *e(9e, O6<H
D"ll"$! "! #le# "! 199& P% 2$9!B# is considered the !astest growing !ranchise in
the 4+7% with 474>8 )!"&# 0e!e*&"!0 O;H; /"ll"$! "! #le# "! 4::>. +tore
Huide.L 2! ;47;H> %"11 +*!(9"#e )!"&# in the 4nited +tates% *$)09l' H; %e*(e!&
32
N6G7;H4 #&$*e#3 $++e* ,el".e*'7 :4P $++e* &Ee$)&7 !, ?4P $++e* ,"!eC"!
#e*."(e<
5ach year% thousands o! people in'ol'ed in the pizza industry attend P"11 EF%$%
the worldPs largest pizza=only trade show. P"11 EF%$ is held each year in 6as
Degas% .e'ada.
MARKETING STRATEGIESC G P=S
8arketing is indeed an ancient art. It has "een practiced in one !orm or the
other since the days o! 7dam and 5'e. Its con'ergence as a management
discipline% howe'er% is o! relati'ely recent origin. 7nd within this relati'ely
short period% it has gained a great deal o! importance and stature. In
!act% today most management thinkers and practitioners o! the world% regard
marketing as the most important o! all management !unctions in each and
e'ery "usiness.
he marketing strategies adopted "y the pizza hut as "een highly
competiti'e and has ena"le the company to keep a !irm grip on the "attle
33
ground and !ight competition and retain its market share and pro!its
therea!ter. In the !ollowing paragraphs I shall discuss the marketing
strategies adopted "y the company at 'arious le'els. 8y !indings are
dispersed into / P0s o! marketing mi(% i.e.
PRODUCT7 PRICE7 PLACE AND PROMOTION<
PRODUCT STRATEGY
Pizza hut is a power!ul and strong "rand that is popular !or making pizzas
and appetizers which has "een o! high standards and is appro'ed "y 'arious
authorities.
he research and de'elopment department o! the company constantly rolls
out new and sturdy 'ersions o! product. It has pro'ed as a "ack"one to the
companies0 strong e(istence in the market.
3/
9ith the growing glo"al competition% the keyword !or industry lies within
CUSTOMER SATISFACTION<
A *e.$l)&"$!*' &@"#&e, (*)#& %"11: C the year 2002 saw pizza hut
introduce a new twisted crust pizza Y%l& Ee E9$0 the catch line says
implying that the pizza crust is !illed with cheese and tempts the customer
to eat its "ackground s. this is a re'olutionary concept and is e(pected to
go a long way in increasing the popularity o! Pizza hut.
S%e("l P"11# +$* $&9e* $((#"$!#<
Pizza hut also o!!ers special pizzas !or occasions such as 3iwali%
Independence 3ay% Repu"lic 3ay% Raksha"andhan etc. 3uring 3iwali time
they o!!er a special *Pan=Pizza, and on Vle!&"!e=# D' they pro'ide
*<eart shaped pizza,. +pecial prizes S gi!ts are gi'en to customers on
*Christmas,
N.*&*" #%e("l P"11#
he special 'eg. pizzas o!!ered "y Pizza hut during the .a'ratri week has
gained a lot o! popularity .here is great demand !or the !amily size pizza
E special sauces which are made without garlic S onion during the .a'rats
I! ,,"&"$! &$ &9"# &9e*e *e .*"$)# ,el"("$)# .e*"&"e# $+ %"11# !, +#&
+$$, $++e*e, D' PIZZA HUT<
3#
7eatured items
.ow stu!!ed with e'en more delicious% melted cheese in the crust% making your last
"ite as good as the !irstR
3ou"le 3eep Pizzas are hand=cra!ted "y loading the entire pizza with twice the
toppings o! a medium pizza%. Choose !rom three great recipes> +upreme 3eep%
8eaty 3eep% and Deggie 3eep.
S#8C.)9.T.8S
Nour choice o! two !resh toppings smothered in mounds o! cheese.
<as si( kinds o! meat> pepperoni% Italian sausage% ham% "acon% "ee! and pork
toppings.
6oaded with two layers o! pepperoni and two layers o! cheese.
3&
)resh mushrooms% red onions% green peppers% tomatoes and "lack oli'es make this
a 'eggie=!anPs !a'orite.
2ur signature "lends o! pepperoni% "ee! and pork toppings% green peppers% red
onions% and mushrooms.
S.:N)T;/8 C/;STS
2ur pizzeria=style pizza is now made with a light !la'or!ul new crust and more o!
our zesty Italian sauce in e'ery "ite.
7mericaPs !a'orite thick=crust pizza == crispy on the outside% so!t and chewy on the
inside.
7mericaPs !a'orite thick=crust pizza == in a smaller% single=ser'ing size.
.ow stu!!ed with e'en more delicious% melted cheese in the crust% making your last
"ite as good as the !irstR
Must enough crispy crust to get a mouth!ul o! toppings in e'ery "ite.
3E
7 not=too=thick% not=too=thin crust == 1& inches o! golden "rown per!ection.
PROMOTIONAL SCHEMES OF PIZZAHUT
PROMOTION
PIFF7 <4 4+5+ +5D5R76 NP5+ 2) 5C<.II45+ )2R
73D5RI+I.H <5IR PR234C
P"11#C 2)#& %9$!e (ll @': 7n important promotional strategy o!
Pizza <ut is !ree home deli'ery o! Pizzas. Pizza hut promises to deli'er
pizzas in 30 min or o!!ers !ree pizzas i! order doesn0t reach on time
DIRECT MARKETING OF PIZZA HUT
3$
3irect marketing o! Pizza hut is "asically done a!ter collecting the
3ata"ase% when they ha'e the data"ase then they do the !ollowing things
which are as !ollows>
9hen a data"ase is collected pizza hut does an analysis to know how
o!ten people in their data"ase call them. hose customers who are
enrolled in the e(ecuti'e category that is who calling the ma(imum
num"er o! times in a month are gi'en pre!erence o'er the others as !ar
as their incenti'es and schemes are concerned.
Pizza hut takes a 'ery special care !or their regular and !re:uent
customers "y personally gi'ing them a telephone call to tell them a"out
their new o!!ers.
he customer0s names% which ha'e "een listed in the data"ase and ha'e
not ordered !or a long time% are contacted personally to check on the
satis!action le'el o! the customers.
Pizza hut tries to esta"lish an indi'idual relationship with each o! its
customers.
Pizza hut pu"licizes its new o!!erings "y putting lea!lets in the
newspaper so that they can reach to their target audience.
39
2n special occasions like diwali they o!!er schemes like !ree personal
pan pizza with an order o! a medium pan pizza. 2n 'alentine a special
heart shaped pizza is o!!ered.
1. 9hene'er a customers call up pizza hut the employees !irst ask i! they
ha'e e'er ordered the pizza "e!ore i! not then they ask !or customer
in!ormation like name% age% address etc
2. Pizza hut manages it data"ase 'ery well. hey keep 'eri!ying their data
against the original source "y spotting mistakes and correcting them
5'ery Christmas their data"ase cranks out a list o! their "est customers
!or personally signed cards
DELIVERY
T9e ($/%!' l'# 0*e& e/%9#"# $+ &"/el' ,el".e*' $+ &9e %*$,)(&#<<
P*$0*e## "# *e."e@e, .e*' +*e-)e!&l'< T$% /!0e/e!& &Ee# (&".e
"!&e*e#& "! eFe()&"!0 $*,e*# "! &"/e<
he research also re'ealed data that 3EB o! the people o! 7hmada"ad
pre!er Main meals (Jain food is not only vegetarian but devoid of roots and
bulbs like onions, garlic, ginger, potatoes.) here!ore keeping this in
mind% the restaurant will o!!er a choice o! si( Main pizzas% Main )rench
"read% "aked !resh with special her"s and a pre=mi(ed peanut celery
pineapple salad.
/0
Pizza <ut has taken care to make special sauces which do not contain any
garlic or onion.
SWOT ANALYSIS
STRENGTHS
It promises to deli'er the pizzas in 30 minutes or o!!ers !ree pizzas i!
order doesn0t reach on time% where as its competitors promise to deli'er
the pizzas in 39 minutes.
he way in which they do up their am"ience% the atmosphere% the sitting
area% the way in which
hey greet the customers and the way they sing and make e'eryone ha'e
!un on occasions.
7 contemporary design split le'el seating% high ceiling and aesthetic
pizza hut murals.
/1
Pizza hut was the !irst to start online pizza deli'ery in +an )rancisco%
which still hasn0t "een started "y any o! its competitors.
Dariety is the main strength they possess. hey o!!er pastas% spaghetti%
garlic "read etc.
hey are known to modi!y their menu and am"ience according to
occasions. e.g.% they o!!er heart shaped pizzas on Dalentines 3ay.
Pizza hut promotion schemes> 37667+= national pizza month% which
was !irst time% cele"rated "y pizza hut. heir mission statement is
4.G577G65 PIFF7+ 7 4.G56I5D7G65 PRIC5+.
9hen you call and order% they !ocus on cross selling and up selling i.e.>
suggesting new pasta dish to pizza lo'ers.
hey "uild a training system that tracks user data and trans!ers it 'ia the
Internet to document user skill set and needs analysis !or any employee
that might need impro'ement.
hey o!!er /0B more ingredients per pizza than competitor.
hey ha'e managed a per!ect indianization o! Italian dishes like chicken
tikka etc.
WEAKNESSES:
Its !ocus on the deli'ery concept is not much as compared to its
competitor.
heir 'ariety as !ar as pastas and spaghetti are concerned are not much
as compared to pizza e(press and pizza corner.
he prices at pizza hut are comparati'ely more e(pensi'e than dominos.
/2
he pizza hut ad *aaa she doesn0t like pizzas, has down rated their
salads -ust to pro'e their pizzas superior and they ha'e shown that their
salads are not good% *this is a ma-or weakness in their 7d'ertisement.
2ne o! the weaknesses o! pizza hut is lack o! e!!icient cold chains in the
country. he company surmounted this pro"lem% "y reducing the
dependency on cold chains "esides setting up its own in!rastructure.
OPPORTUNITIES :
he !irst ad campaign on D de!ines pizza hut as a "rand and what it
o!!ers to its e(isting and potential customers. In !uture% !ocus will "e on
other !acets o! the "rand and o!!erings.
It could start on line deli'ery in India and other countries like it has
started in the 4.+.
It could open more outlets in shopping malls% airports% railway stations
etc.
8um"ai is an important center% which has still not "een tapped "y pizza
hut. his city has a potential !or 30 outlets.
o open an outlet in those areas where the competitors ha'e opened% like
dominos in 7gra etc.
T*/8)TS<
7mul has come up with a 30 rupees pizza% which is a "ig threat to pizza
hut at least in the short run i! not in the long run.
/3
Dariety in pizza e(press and pizza corner as !ar as pastas% spaghettis etc.
are concerned is much much more% and this has "een checked "y us "y
looking at their menu cards.
3ominos o!!ers *C<55+5 9767 <4.H5R, a regular hand toast pizza
!or rupees 39.
7s mentioned earlier also they ha'e downgraded their salads which
itsel! "ecomes a threat to their salads a'aila"le.
Pizza corner has a "acking o! icici 'enture. It has hired world=class
consultants to scrutinize its pizzas. hey ha'e an e:uity "ase o! which
icici holds 33B
FINDINGS AND ANALYSIS
CONSUMER PREFERNCE ON FAST FOODS
//
Pe$%le %*e+e* %"11# &$ D)*0e*#7 9$&,$07 #!,@"(9 $* !' $&9e* +#& +$$,<
M*Ee& +$* %"11# "# 0*$@"!07 #$ &9e*e @$)l, De &$)09e* ($/%e&"&"$!<
G*e& $%%$*&)!"&' +$* %"11 9)& &$ (%&)*e &9e 0*$@"!0 /*Ee&<
BRAND AWARENESS
P"11 9)& "# .e*' @ell E!$@! D*!,<
/#
D$/"!$=# "# 0$$, ($/%e&"&$*<
P"11 9)& 9# &$ &Ee (*e $+ $&9e* 0*$@"!0 D*!,# &$$< I&
9# &$ /"!&"! &9& *e($0!"&"$!<
CUSTOMER PREFERNCE ON BRANDS
P"11 9)& !, ,$/"!$=# D$&9 *e e-)ll' %*e+e*e,<
/&
P"11 9)& 9# &$ @$*E 9*,e* &$ (9"e.e &9e 4 %$#"&"$!
!, /"!&"! &9& De()#e "& 9# 0$& &$)09 ($/%e&"&"$! +*$/ ,$/"!$=#
!, #$/e $&9e* )%($/"!0 D*!,#<
ARE PIZZAS CONSIDERED HEALTHYQ
/E
P"11=# *e!=& ($!#",e*e, 9el&9' D' /R$*"&' %e$%le<
P"11 9)& #9$)l, ($!#",e* /E"!0 +$$, .*"e&"e# &9& *e /$*e
9el&9' +*$/ &9e !)&*"&"$! %$"!& $+ ."e@
BEST AMBIENCE AND HOSPITALITY
/$
A# +* # &9e /D"e!(e !, 9$#%"&l"&' "# ($!(e*!e,7 %"11 9)& !,
,$/"!$=# D$&9 &Ee &9e le,<
O!l' 68P $+ &9e %e$%le %*e+e* %"11 ($*!e*<
BEST ONC TIME DELIVERY
/9
D$/"!$=# 9# De&&e* #&!, @9e*e $! &"/e ,el".e*' "# ($!(e*!e,<
P"11 9)& #9$)l, @$*E 9*, $! "&# ,el".e*'<
BETTER VARITIES AND RANGE
#0
Pe$%le %*e+e* %"11 H)& @9e! "& ($/e# &$ $++e*"!0 /$*e .*"e&"e# !,
*!0e# ND$&9 .e0 !, !$! .e03<
P"11 9)& #9$)l, ($!&"!)e eF%e*"/e!&"!0 @"&9 "&# .*"e&"e#<
BEST ATTIRE
#1
P"11 H)& #9$)l, &*' !, ,e#"0! #$/e &*e!,'7 +)!E"e* (l$&9e# # ,*e## ($,e<
M!' '$)!0#&e*# ,$ !$&"(e &9"# !, *el&e &$ &9"#<
LIMITATIONS
In case o! primary source% sometimes it was di!!icult to contact or
meet the pro!essionals due to their "usy work schedules.
he company o!!icials were reluctant to gi'e e(act pricing policies
adopted "y them.
hey were hesitant a"out gi'ing details a"out their marketing strategies
and money in'ested in ad'ertisements.
#2
Personally contacting the employees was di!!icult% it in'ol'ed
time.
2nline searching !or in!ormation0s or magazines also wasn0t 'ery
satis!actory.
5n'ironment is 'ery dynamic; the in!ormation collected !rom
secondary sources% though 'alua"le wasn0t e(tremely use!ul as the
market undergoes constant changes.
CONCLUSIONS AND SUGGESTIONS
WE CAN CONCLUDE:C
8arket !or pizza is growing tremendously. hough pizza hut owns a good
share "ut it !aces e(tremely tough competition !rom domino0s.
SUGGESTIONS :C
#3
P"11 9)& #9$)l, "/%*$.e $! ,e.el$%"!0 %*$,)(&# +$* ll 0e 0*$)%#
"!#&e, $+ ($!(e!&*&"!0 $! $!l' '$)!0 (*$@,<
Pizza hut should also concentrate on areas like appetizers. 3omino0s leads in
this segment.
hey should impro'e on its deli'ery and promotional tactics. 3omino0s is
doing well in this area too.
hey should use "etter known cele"rities as "rand am"assadors% who can
relate well with the middle class.
BIBLIOGRAPHY
BOOKS REFERRED:C
8arketing 8anagement U Philip Jotler
8arketing 8anagement = C.G. Hupta
#/
MAGAZINES REFERRED :C
Gusiness oday
2utlook
Gusiness 9orld
INTERNET SITES:C
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ANNEXURE
SUESTIONNAIRE FOR CONSUMERS
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I1. 9hich one o! them do you pre!er@
aL Pizza cL sandwich
"L Gurger dL any other
I2. 9hich o! these "rands are known to you@
aL Pizza <ut cL Pizza corner
"L 3omino0s dL papa Mohn0s
I3. 9hich one o! them do you pre!er the most@
aL Pizza <ut cL Pizza corner
"L 3omino0s dL papa Mohn0s
I/. 3o you consider pizza0s as a healthy !ood product@
aL Nes cL Can0t +ay
"L .o
I#. 9hose am"ience% hospitality do you !ind the most com!orting and attracti'e@
aL Pizza <ut cL 7ny other
"L 3omino0s
#&
I&. 9ho has the !astest deli'ery on time@
aL Pizza <ut cL 7ny other
"L 3omino0s
IE. 9hich one o! them has "etter and attracti'e o!!ers@
aL 3omino0s cL Pizza corner
"L Pizza <ut
I$. 9hich one has a "etter 'ariety% o!!ers a "etter range o! products K"oth 'eg and
non 'egL@
aL Papa Mohn0s cL 3omino0s
"L Pizza <ut
I9. 9hich is ore a!!orda"le and o!!ers 'alue !or price@
aL 3omino0s cL Pizza <ut
"L Pizza corner
I10. 9hose attire does you like the most@
aL 3omino0s cL papa Mohn0s
"L Pizza hut
2nly !or pizza hut consumers>=
I11. 3o you ha'e to wait !or long a!ter you place your order at pizza hut@
#E
aL yes% e'ery time cL sometimes
"L no% ne'er
I12. 3o you !ind the 'eg or non 'eg pizzas "etter@
aL Deg cL "oth
"L non 'eg
I13. <ow do you !ind the dZcor o! pizza hut@
aL Geauti!ul cL Poor
"L a'erage
I1/. <a'e you e'er attended any party organized "y pizza hut@
aL Nes
"L no
I1#. I! yes% how did you !ind it@
aL 5(cellent cL "oring
"L 7'erage
I1&. 9hat would you rate pizza hut out o! 10@
aL "elow # cL a"o'e $
"L "etween # and $
#$
#9