SERVICE MARKETING

Submitted By:
Ankit Agarwal Submitted To :
Mashooq Ahmad Mallick Dr. Mukesh Porwal
Group - 1
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Sector
Fast Food Chain

Contribution in Indian GDP
Total GDP of India 8 lakh Crore
Contribution of Fast Food Service - 2.3 %
Contribution of Pizza Hut in GDP - .012 %
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Job Opportunities in Fast Food Sector
India has a come a long way from opposing the entry of MNCs to
encourage them to expand their business in India. Every expansion
move Pizza hut makes is received well by Government Officials .An
important reason for this shift in attitude is the ability of the
company to generate quality and long term employment
opportunities for Indians.
Pizza Hut typically employs local people
The Average Pizza Hut restaurants in India employs more than 100
people every few months in all kinds of position like cashiers , cooks
, managers etc
Every expansion also brings additional income and employment
opportunities to Indias agricultural workforce which is very
pleasing to the government officials
Pizza Hut is now seen as a small or medium scale industry and thus
considered as useful for generating employment opportunities.
Current employees 300,000 +


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Introduction
Pizza Hut is an American restaurant chain and
international franchise that offers different styles
of pizza along with dishes including salad,pasta,bread sticks,
garlic bread and desserts.
Corporately known as Pizza Hut, Inc., it is a subsidiary of Yum!
Brands, Inc. , the world's largest restaurant company.
As of 2012, there were more than 6,000 Pizza Hut restaurants in
the United States, and more than 5,139 store locations in 94
other countries and territories around the world. First Indian
outlet opened in June 1996 in Bangalore , in India Pizza Hut
has 139 restaurants across 36 cities.
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Competitors
Pizza hut faces a stiff competition in India .Its major competitor has been Dominos. The
other competitors are U.S Pizza, Smokin Joes, Papa Johns and the local city pizza
shops. It faces both direct and indirect competition .In direct competition all the
above mentioned pizza centric competitors can betaken into count. Since pizza hut
belongs to the fast food sector, it competes with the other fast food chains like KFC,
MC Donalds etc. So, they become the indirect competition.
Market Share

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Flower of Services
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Pizza
Seating
Arrange
ment

Pepsi
Pasta
Salads
Happy
Hours
PAYMENT
Through
Credit/D
ebit
cards.
Cash
Pricing Strategy

Pizza Hut has been successfully used high or low pricing strategy when
setting the retail price of the product. High or low retail pricing strategy
allows Pizza Hut to charge prices above the competition, but also
encourages frequent sales to lower their prices below. The retail price
of "The Extreme" has been set at Rs 1000 which is higher than
competitors . Some sales promotions and coupons have been used to
reduce prices below those competitors.
Both Pizza Hut and Mountain Dew a Pepsi subsidiary, bundle price was
used. With "The Extreme" pizza that costs Rs 1000 you get 2 litres of
Mountain Dew for free. High or low price strategy has several
advantages. This pricing strategy will help segment market. Different
groups of people who are willing to pay different prices for the same
product.
The high or low pricing strategy will also create excitement. Customers
will be able to buy something new and this exciting experience may
bring those customers back to purchase other products. This strategy
will emphasize product and service quality. Pizza Hut sends a signal to
customers that its products are high quality and service is excellent.
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Distribution Strategy
Pizza Hut is an American restaurant chain and international franchise
that offers different styles of pizza along with side dishes including
pasta, buffalo wings, breadsticks, and garlic bread. Pizza Hut is a
subsidiary of Yum! Brands, Inc. (the world's largest restaurant
company) with approximately 34,000 restaurants, delivery/carry-
out locations, and kiosks in 100 countries.
As of 2012, there were more than 6,000 Pizza Hut restaurants in the
United States, and more than 5,139 store locations in 94 other
countries and territories around the world. First Indian outlet
opened in June 1996 in Bangalore , in India Pizza Hut has 139
restaurants across 36 cities.

The pizza industry firms are famous for introducing new products
to spark short-term sales. Pizza Hut as stated earlier has been very
successful at accomplishing this. The introduction of a product that
keeps with today's trends is also important to reduce the risk of
failure. In recent years there has been an increase in the marketing
of products with an extreme twist to them.
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Role of Technology
Order Pizza With Hand Motions Using Pizza Hut's New Interactive
Tabletop
Oven hot(Heated pouches) technology
Delivery Support Centre
Billing System
Back of Kitchen Display boards for orders
VIP Club

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Promotional Strategy
T.V Advertisements
Newspaper Advertisements
Hoardings
Happy Hours
Celebrity Endorsements
Social Media
Promotional Offers

Brand Ambassador
India Zayed Khan , Ayushman Khuranna
Global Paddy Mcguinness
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Pizza Hut Ad campaign
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Physical Evidence
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Spacious waiting area.
Dress Code & Name Blaze : Red & Black combination with the
logo of Pizza Hut on one side. There is compulsion to wear blaze,
so that guests feel much more comfortable talking to employee by
his/her name.
Designer Menus.
Cleanliness: plates, cutlery, pans, floor, dustbins, premises etc.
Bell: The Pizza Hut tradition to say thank you when we ring the
bell

People
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Pizza hut have trained employees with them.
All the employees who are working over there are skilled
employees.
They always appear clean and well groomed.
They maintain the customer and employee relationship in
good manner. Deliver consistent standards of hospitality.
Pizza hut have a standard uniform for their employees.
Process
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Conclusion
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The success of Pizza Hut in terms of providing services to the customers
has cleared a solid ground in the race of competitors and proves a
significant point, the reason behind being the no. 1 in terms of casual
dining.

Service is an attitude in Pizza Hut. Crew members are trained to make
customers feel appreciated. Customers are treated with courtesy,
attentiveness, respect, and enthusiasm.

Pizza Hut known for its CHAMPS i.e. cleanliness, hospitality, accuracy,
maintenance, product, speed.
Advertisement & Promotion needs to be better than that of their
competitors.

With competition being so strong, they needs to keep reinventing their
product mix.



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