Marketing Strategy by Pizza Hut
INTRODUCTION
Pizza Hut, the world’s largest Pizza chain with over 12000 pizza restaurants and delivery outlets worldwide has the vision of becoming the best branded restaurant with the best delivery and franchise network thereby providing the best food and best value to the families. Pizza Hut as a company has always tried to target and satisfy various diverse customer categories in different countries depending upon various factors and situations. Pizza Hut in order to fulfill its marketing objective of maximizing customer satisfaction by providing high quality products, has believed in the following marketing strategy: “Think Global, Act Local”
Pizza Hut has tried to target each and every diverse population segment either on the basis of age (kids, teenage, office goers, senior citizens) or on basis of lifestyle (singles or couples) or special interest groups (celebrations, parties, festivals).As a part of the marketing strategy, Pizza Hut follows total market strategy along with international market strategy coupled with early entry strategy. (Pizza Hut, 2012)
REVIEW OF LITERATURE
MARKETING MIX
Product
-pizza hut introduced several locally influenced products according to the taste buds of local people
Variety
-large variety of pizzas, example: cheesy bits, stuffed crust, thin”n” crispy etc.
Quality
-large number of market share is with pizza hut because of high quality.
Design----always round pizza
Packaging----delivery through hot oven in boxes
Price-----uses market skimming price strategy, high price
Promotion
-TV ads, newspapers, billboards etc.
-promotions like meal for 2, meal for 4, meal for 6
Place---having outlets in shopping malls, road side, airport zone
OBJECTIVES
1. Help in selection of a right course of action. 2. Identify various problems 3. Evaluate the needs of customers 4. Analyze the probable market for the market 5. Critical
Pizza Hut, the world’s largest Pizza chain with over 12000 pizza restaurants and delivery outlets worldwide has the vision of becoming the best branded restaurant with the best delivery and franchise network thereby providing the best food and best value to the families. Pizza Hut as a company has always tried to target and satisfy various diverse customer categories in different countries depending upon various factors and situations. Pizza Hut in order to fulfill its marketing objective of maximizing customer satisfaction by providing high quality products, has believed in the following marketing strategy: “Think Global, Act Local”
Pizza Hut has tried to target each and every diverse population segment either on the basis of age (kids, teenage, office goers, senior citizens) or on basis of lifestyle (singles or couples) or special interest groups (celebrations, parties, festivals).As a part of the marketing strategy, Pizza Hut follows total market strategy along with international market strategy coupled with early entry strategy. (Pizza Hut, 2012)
REVIEW OF LITERATURE
MARKETING MIX
Product
-pizza hut introduced several locally influenced products according to the taste buds of local people
Variety
-large variety of pizzas, example: cheesy bits, stuffed crust, thin”n” crispy etc.
Quality
-large number of market share is with pizza hut because of high quality.
Design----always round pizza
Packaging----delivery through hot oven in boxes
Price-----uses market skimming price strategy, high price
Promotion
-TV ads, newspapers, billboards etc.
-promotions like meal for 2, meal for 4, meal for 6
Place---having outlets in shopping malls, road side, airport zone
OBJECTIVES
1. Help in selection of a right course of action. 2. Identify various problems 3. Evaluate the needs of customers 4. Analyze the probable market for the market 5. Critical
References: Pizza Hut and Dominos marketing strategy Scribd (2010). Pizza Hut and Dominos marketing strategy About Us - Pizza Hut Pizzahut.Co.Uk (2012). About Us - Pizza Hut Assignment Point - marketing plan on pizza hut Assignment Point (2012). Assignment Point - marketing plan on pizza hut Pizza Hut SWOT Analysis - WikiWealth Wikiwealth (2012). Pizza Hut SWOT Analysis - WikiWealth Papajohns (2012). About Us | Papa John 's: Better Ingredients. Better Pizza.. [online] Retrieved from: http://www.papajohns.com/about/index.shtm [Accessed: 24 Nov 2012].