Professional Documents
Culture Documents
On
Marketing Strategy
Of Pizza Hut
Submitted To:
Kashfia Ahmed
Senior Lecturer
Department of Business Administration
East West University
Dhaka 1212
Submitted By:
Jannatul Ferdous Shanta
ID # 2010-1-10-061
Md.Golam Mursalin
ID # 2009-1-10-308
ID # 2009-1-13- 034
ID # 2009-3-10- 014
ID # 2009-2-10-092
LETTER OF TRANSMITTAL
A u g u s t 0 2 , 2 0 11
K a s h f i a Ah m e d
Senior Lecturer
D e p a r t m e n t o f B u s i n e s s Ad m i n i s t r a t i o n
E a s t Wes t U n i v e r s i t y
S u b j e c t : S u b m i s s i o n o f As s i g n m e n t .
Dear Madam:
We a r e v e r y p l e a s e d t o s u b m i t t h i s a s s i g n m e n t o n P i z z a H u t a s y o u h a v e
a u t h o r i z e d u s t o i n t h i s s e m e s t e r.
We a r e h o n o r e d t o p r e p a r e t h i s a s s i g n m e n t u n d e r y o u r g u i d a n c e s i n c e i t
gave us the opportunity to know the current marketing status of Pizza
Hut and analyze its market condition.
We t r i e d
our level
comprehensive
as
best
to
possible.
accumulate
We
will
be
the
information
obliged
to
for you
provide
as
further
c l a r i f i c a t i o n o n t h i s r e p o r t w h e n e v e r n e c e s s a r y.
S i n c e r e l y You r s ,
Jannatul Ferdous Shanta
[ID # 2010-1-10-061]
________________
[ID # 2009-1-10-308]
________________
[ID # 2009-1-13-034]
________________
[ID # 2009-2-10-092]
_______________
[ID # 2009-3-10-014]
________________
Acknowledgement
We w o u l d l i k e t o e x p r e s s o u r g r a t i t u d e a n d i n d e b t e d n e s s t o o u r h o n o r a b l e
f a c u l t y, M s . K a s h f i a Ah m e d , S e n i o r L e c t u r e r, D e p a r t m e n t o f B u s i n e s s
A d m i n i s t r a t i o n , E a s t Wes t U n i v e r s i t y ( E W U ) . Wit h h e r i n e x h a u s t i b l e
guidance, valuable advice, continuous inspiration, constructive criticism
a n d g e n e r o s i t y s h e h e l p e d u s t o c a r r y o u t t h i s r e p o r t s u c c e s s f u l l y.
We w o u l d a l s o l i k e t o e x p r e s s o u r g r a t i t u d e t o t h e w e b s i t e t h a t h e l p e d u s
to gather all the necessary information.
F i n a l l y, w e w o u l d l i k e t o t h a n k t o a l l g r o u p m e m b e r s t h a t d i r e c t l y o r
indirectly
helped
us
to
provide
and
accumulate
all
the
necessary
Table of Content
Executive Summary
Title
v
Page
1. Introduction..
2. Company Profile...
3. Market Segmentation
4. Target Marketing..
5. Market Positioning .
6. Positioning Map. .
7 Differentiations .
9. Positioning Strategy..
.9
12. Conclusion..
11
13. Reference
12
Executive Summary
Pizza Hut is one of the leading pizza restaurant companies in the world in terms of both
the number of outlets and the percentage of market share that it holds. Pizza Huts main
purposes are to provide foods and services of superior quality and value that improve
the lives of the world's consumers, now and for generations to come.
In this report we have discussed about how Pizza Hut uses marketing segmentation,
targeting and positioning strategy.
Pizza Hut believes a plentiful and leveraged diverse strategy is a competitive
advantage. Their goal is to grow that competitive edge by fostering an inclusive culture.
Diversity is a business strategy for Pizza Hut. It's an intentional choice that creates
sustainable competitive advantage. Here we have discussed how Pizza Hut plans and
uses diverse strategies to segment the market(Major segmentation variables for
consumer market, requirements for effective segmentation),
Introduction
About Pizza Hut: A beginning
The journey began in 1958, when two college students and brothers from Wichita, USA, Frank and Dan
Carney, opened the first Pizza Hut restaurant at their hometown on June 15, 1958. After borrowing $600
from their mother, they purchased some second-hand equipment and rented a small building on a busy
intersection in Wichita. The result of their entrepreneurial efforts was the first Pizza Hut restaurant, and
the foundation for what would become the largest and most successful pizza restaurant company in the
world.
Many people ask how Pizza hut got its name. When Carneys were setting up their first
restaurant, the building had sign with room for just nine characters. They wanted to use
pizza in the name, which left room for a word with only three letters. A family member
suggested the building looked like a hut and Pizza Hut was born.
Pizza Hut Today:
Pizza Hut is not only the acknowledged leader of pizza industry worldwide, but it is also
the worlds largest pizza chain with more than 6,100 restaurants in the United States
and over 5,500 restaurants in 97 countries and territories around the world, employing
more than 300,000 people, serving 1.7 million pizzas everyday to more than seven
million customers.
Pizza Hut in Bangladesh:
Transom Foods Limited, a concern of Transom Group is the franchisee of Pizza hut in
Bangladesh. With a seating capacity of 220 persons, the first outlet of Pizza Hut opened
South Avenue, Gulshan-1 at 6th December. Currently there are three outlets, two in
Dhaka which are situated at Gulshan, Dhanmondi and Baily road other at Chittagong.
Very soon Pizza Hut is going to open another new outlet in in sylhet. All foods served in
the outlets in Bangladesh are 100% halal.
Company Profile
When it comes to tossing around dough, no one does it more often than Pizza Hut. The
unit of YUM! Brands operate the world's #1 pizza chain with more than 13,200 outlets in
about 90 countries worldwide. The chain serves a variety of pizza styles, including its
flagship Pan Pizza, as well as Thin n' Crispy, Stuffed Crust, Hand Tossed, and Sicilian.
Other menu items include pasta, salads, and sandwiches. Pizza Hut offers dine-in
service at its characteristic red-roofed restaurants, as well as carry-out and delivery
service. About 15% of the restaurants are company-operated, while the rest are
franchised. The world's largest fast food company, YUM! Brands run KFC and Taco Bell
in addition to Pizza Hut.
Contact Information
Address:
Phone:
972-338-7700
Fax:
972-338-6869
Financial Highlights
Fiscal Year End:
December
Key People
President and Chief Concept Officer: Scott O. Bergren
COO: Patrick C. (Pat) Murtha
CFO: David Gibbs
Top Competitors
Domino's Pizza, Inc. (dpz)
Segmentin
g unit
Country
City
Density
Explanation
Example
Bangladesh
In provincial city of
Bangladesh
Areas of cities where
selected segments
customers are dense
Dhaka,
Chittagong,
sylhet.
Gulshan, Dhanmondi,
Bayli Road of Dhaka
GEC
circle
at
Chittagong.
Family size
Religion
Demographic
income
Occupation
Vegetable
pizza,
chicken pizza, beef
pizza
Psychograph
ic
Social
class
Personalit
y
Occasion
Beha vioral
Benefit
Tar g e t M a r k e t i n g
Segmenting the market reveals companys market segment business opportunities. The
company evaluates each market segments attractiveness and selects one or more of
the market segments to enter. Targeting marketing involves two steps: 1.Evaluating
Market Segment. 2. Selecting Market Segment.
Targeting market
Evaluating market
segmentation
Selecting market
segmentation
Finally
they
selected
those
segmentations
which are profitable for
them.
1. Micro Marketing: Pizza hut also follow the statement of micro marketing.
They also provide individual services to customer.
Example:
They make pizza based on own recipe for individual customers.
Differentiation and Positioning:
Positioning Map: The positioning map between Pizza hut and Dominos is given
below
Price High
PIZZA HUT
*DOMINO S PIZZA
MORE B
FOR MORE
THE SAME
MORE B
FOR
THE SAME P
LESS
MORE B
FOR LESS
Mor
BELLA
I TALIA
THE
B
SAME
FOR
LESS
LESS B
LESS P
The
same
FOR
DOMINOS
PIZZA
Less
B
e
n
e
f
i
t
P.E.A.R.L.S
PASSION for excellence in Doing everything
EXECUTE with positive energy and urgency.
ACCOUNTABLE for growth in customer satisfaction and
Profitability.
RECOGNIZE the achievement of others and have fun doing it.
LISTEN and more importantly, respond to the voice of the
Customer .
Marketing Mix: The marketing mix consists of everything the firm can do to
influence the demand for its product.
Product: Pizza hut has unique design, feature, brand name, services, and good quality
& products. They offer standard price but high quality. They mainly focus on quality.
They offer deserts beverage salad, pasta or pizza items mainly.
Price: Pizza hut charges price according to there costing. Though pizza hut is well trust
brand but they hardly use there brand name while pricing. For this reason it is quite
popular. Price of some goods is given below:
Brand
Measure
PRICE (TK)
Pizza , Pasta
310/550/1020/=
Tea/ Coffee
Per cup
45/=
Salad
Per plate
200/250/300/350/=
Place: Pizza hut makes its product available to target consumers. They targeted
mainly populated area such as Dhaka & Chittagong, though their products are available
in every outlet of pizza hut. Their channel coverage, assortments, locations are very
well planned.
Promotion: Pizza hut is being promoted through advertisements, consumer promotion,
public relation, and point of sales.
Advertisements:
1. Television
2. Outdoor (bill boards, posters)
3. Print (newspapers and magazines)
4. Consumer promotion:
* Free offers Ex. Unlimited pizza in Ramadan.
* Free pizza at winning games
Public Relation: Pizza Hut arranges different kind of programs to create social
awareness.
Point of Sales: Sponsor on different programs
CONCLUSION
Pizza Hut topics is discussed in the preceding chapters. It becomes very clear to us
that pizza huts products holds a favorable position in the consumers mind. Its
tactfully promoting its product in Bangladesh. Pizza Hut has done considerable
amount of research to analyze the consumer profile of Bangladeshi market. At
present it is trying to attract the attention of younger generation, family, etc. Pizza
hut is not facing hard competition from other brands. Pizza hut is trying to position
itself in the higher end of Bangladeshi market. The way Pizza hut is trying to
position and promote itself is very logical and we can see only success in the days
to come.
REFERENCE
HTTP:// www.pizzahutbd.com
HTTP:// www.wikipidia.com