Pizza Hut Malaysia E-Marketing

Topics: Pizza Hut, Pizza delivery, Pizza Pages: 26 (4332 words) Published: December 20, 2011
BM012-3-2-EMKT � � PAGE * MERGEFORMAT �1�

HISTORY

__

In 1958 Frank and Dan Karney open the first Pizza Hut in Wichita, Kansas. In 1972 there were 1000 Pizza Hut restaurants throughout the USA. Then in 1973 Pizza Hut went international. Later on, in 1977 PepsiCo buys Pizza Hut, with 3,000 U.S. units. In 1989 the Pizza Hut Jobs Plus program expands Nationwide to employ more than 10,000 individuals with physical and developmental disabilities. The Jobs Plus program is recognized as the largest corporate initiative of its kind in the food service industry. On October 6, 1997, Tricon Global Restaurants, Inc. was formed as a result of a spin-off from PepsiCo Inc. of the three restaurant concepts - Pizza Hut, KFC, and Taco Bell. Pizza Hut launches "Totally New Pizzas", a quality initiative putting sliced, fresh vegetables and meatier meat toppings on pizzas.

PART I. SITUATION ANALYSIS

4 P'S

PRODUCT

SPECIAL OFFERS SUCH AS HOT CHUNKY LOADED PAIR DEAL, 2 REGULAR PIZZAS FOR RM 35 ONLY (INSTEAD OF RM42), +HOT ADD ON (GARLIC BREAD, OVEN BAKED WINGS, SOUP-OF-THE-DAY), OR PIZZA HUT NEW TAKE AWAY VIVA PIZZA (3 REGULAR PIZZA'S FOR RM33 ONLY)

SEASON'S PROMOTION - GOLDEN FORTUNE CHEESY CROWN (FOR CHINESE NEW YEAR)

Each variety is grouped on different tastes

Delivering from hot oven in boxes to save its freshness

PRICE

Low price for combo meals and expensive for just one

Special offers ( when order online, get some extra free product)

PROMOTION

Special coupon (When customer orders Pizza Hut pizzas or other items for either delivery or for takeout, the restaurant will usually place a sheet of coupons on top of the box or package. They can save these coupons for use with future orders)

Door to door brochures to capture more customers

Marketing techniques

PLACE

More accessible to the customers

Now Pizza Hut restaurants are located in airports, shopping malls, sport arenas and other places, more convenient for the customers

Pizza Hut is extremely increasing its share of the off-premise and fast-food market

WEBSITE USAGE AND NAVIGATION

The navigation of the site is pretty good, except they don't have a guest book where user and customers can live a opinion about the site, food and the service how they are providing it, so that new coming customers can see the views of different people.

Also they don't have a search button and their information is not that clear as it should be. Everything is deep inside the site. Homepage layout has attractive red color, and it would be better if they add their promotions and special offers also to front page, as Domino's Pizza has done. The website is usable for most of browsers, as it is analyzed in browsersshots.org most common browsers can reach the site. The picture for "Dining restaurant" does not look that tasty as it supposes to be. As an example of Electronic CRM we can say that the pizza hut has communication system in their official website, like registering to the site and collecting a data form users, and using them in creating new products. Pizza hut created a application for mobile phones what helps them check website anywhere they want (http://www.mahalo.com/pizza-hut-coupons). Also they create a community on the Facebook, so every Pizza Hut fan can join it.

PART II. ENVIRONMENTAL ANALYSIS

SWOT ANALYSIS

STRENGTH

One of the largest restaurant chain in the world

Over 20,000 franchises (48%) around the world [ www.survey.com ]

Brand leader in the United Kingdom

Innovative range of pizzas under one roof

Famous television advertising

Attracts people of various ranges from young to old.

Good financial situation and international turnover.

Lead on top of global full-service restaurant tree

Has a good customer service (discount coupons in times for holidays, birthdays, etc.)

WEAKNESS:

Satisfaction of the pizzas is declining for loyal customer's perception.

There are...

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