retail marketing project..riyafa safwan new

7/29/2019 Retail Marketing Project..Riyafa Safwan New

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RETAIL MARKETING PROJECT

DONEBY.10/UCMA/556


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CONTENTS:

#letter

# Introduction

# History of Pizza hut

# Marketing mix of pizza hut

# Process of marketing

# Conclusion

#Acknowledgement


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Introduction:

What is retail marketing?

Retail marketing is the range of activities undertaken by a

retailer to promote awareness and sales of the companys

products. This is different from other types of marketing

because of the components of the retail trade, such as

selling finished goods in small quantities to the consumer or

end user, usually from a fixed location. Retail marketing

makes use of the common principles of the marketing mix,

such as product, price, place and promotion. A study of

retail marketing at university level includes effectivemerchandising strategies, shopping and consumer behavior,

branding and advertising. Retail marketing is especially

important to small retailers trying to compete against large

chain stores.


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History and Development of Pizza hut:

Thelegacy of Pizza Hut began in 1958, when two college

students from Wichita, Kansas, Frank and Dan Carney, wereapproached by a family friend with the idea ofopening apizza parlor. Although the concept was relativelynew tomany Americans at that time, the brothers quicklysaw thepotential of this new enterprise.After borrowing $600 from

their mother, theypurchased some second-hand equipmentand rented asmall building on a busy intersection in their

home- town.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.Products of pizza have been voted Number One

in countless consumer surveys nationwide.And our

accomplishments as an innovative business leader have

been cited by such respected publications as RestaurantBusiness, Fortune and The Wall Street Journal.Pizza Hut,

Inc., a division of Tricon Global Restaurants, Inc., has more

than 7,200 units in the U.S. and 3,000 units in more than 86

other countries.Tricon is the parent company to two other

segment leaders, Taco Bell and KFC. When combined with

Pizza Hut, these organizations make up the world's largest

restaurant group, with almost twice as many units as

McDonald's.Beginning with the original thin crust pizza first

served in 1958, Pizza Hut has made continuing efforts to

refine their products, and to develop new products suited to

everyconsumer taste.


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Today, five major products, Pan Pizza, Thin 'N Crispy

pizza, Hand-Tossed Style pizza, Stuffed Crust Pizza and The

Big New Yorker Pizza are loved by millions around the world

and have become the standard by which all others are

judged.They are working together to run great restaurants in

order to be the best at making and serving the best pizza in

America. That means they are willing and able to go to any

lengths to make their customer's experience with Pizza

Hut an enjoyable one. And it means they strive to present

the finest products the industry has to offer, and to provide

those products wherever and whenever people want them.

1958:The first Pizza Hut restaurant opens in Wichita, Kansas,

started by two college-aged brothers who borrowed $600

from their mother.

1959:

Pizza Hut is incorporated in Kansas and the first franchise

unit opens in Topeka, Kansas.

1965:

"Putt-Putt to Pizza Hut" musical jingle developed for PizzaHut's first television commercial.

1967:

A Pizza Hut restaurant was built in five days by franchisees

at the Oklahoma State Fair. World's largest pizza (six feet in

diameter) is baked and served at the grand opening of a Fort

Worth, Texas PizzaHut restaurant.

1968:

International market entered with opening of Pizza Hut

restaurant in Canada.Pizza Hut serves a million people a

week at its 310 locations.


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1969:Red roof adopted for restaurants.First Pizza Hut

restaurant opens in Mexico. Construction begins in Munich,

Germany and Australia.

1970:

Sandwiches added to basic menu of Thin 'N Crispy pizza,

salad, beer and soft drinks. First restaurant opened in

Australia.

1971:

Pizza Hut becomes the number one pizza restaurant chain

in the world in both sales and number of restaurants.

1972:

Pizza Hut, Inc. listed on New York Stock Exchange underthe symbol PIZ. Pizza Hut restaurant number 1,000 opens in

Wichita, KS. A unit opens in Costa Rica.

1973:

Pizza Hut restaurants open in Japan and England.

1975:

Thick'n Chewy pizza introduced. Chatsworth, CA Pizza Hut

restaurant is used in the filming of "The Bad News Bears."

1976:The 100th international Pizza Hut restaurant is opened in

Australia, while entire system reaches 2,000.

1977:

Pizza Hut, Inc. stockholders over whelmingly approve

merger with PepsiCo, Inc. for an undisclosed sum.

Super Supreme is introduced nationwide.Pizza Hut opens its

3,000th unit in Arlington, Texas.

1979:

The Sicilian Pan Pizza is introduced. Units open in Kuwait

and Abu Dhabi. Pizza Hut raises $342,000 for Easter Seals

from national promotion.


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1980: Pan Pizza is introduced throughout the system.

Restaurant numbers 4,000 opens.

1982:

The Pizza Hut ET glass promotion is picked as the top

marketing promotion of 1982 by the editorial staff ofChain

Marketing and Management. Pizza Hut serves one and a half

million pounds of pasta annually.

1983:

Personal Pan Pizza, with a five-minute guarantee, is

introduced throughout the system. Pizza Hut celebrates 25th

anniversary. Pizza Hut employs 10,000 teenagers from 16 to

19 years old.1984:

BOOK IT! national reading incentive program is launched

with 200,000 elementary students enrolled.There are more

pizza locations than hamburger restaurants in the United

States. Pizzerias account for 9.9% of all restaurants in the

U.S.

1985:

Priazzo and Calizza are introduced.1986:

The system celebrates the opening of its 5,000th restaurant,

located in Dallas, Texas. Delivery service, as a new concept,

is initiated. Fastest construction of a Pizza Hut restaurant

takes place in Wichita, KS --- 39 days from start to finish.

The national average is 85 days.

1988:

Hand-Tossed Traditional Pizza is introduced throughout the

system. Pizza Hut celebrates its 30th anniversary with a

total of more than 6,000 restaurants and delivery units

worldwide.President Ronald Reagan awards Private


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Initiative Citation to Pizza Hut President Art Gunther for the

creation of BOOK IT! Program.

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.

Pizza Hut opens its 1,000th international unit in Welland,

Ontario, Canada. Pizza Hut now serves 54 countries.

Pizza Hut sells 9.1 million "Land Before Time" puppets.

When released to the public, the movie enjoyed the largestopening ever for an animated feature.

For the first time in history, Pizza Hut pizza is delivered to

the White House. First Lady Barbara Bush throws a party

for 200 Washington, D.C. children during a "Reading IS

undamental" reception.

1990:

Pizza Hut system sales reach $4 billion. Pizza Hut delivers

more than 1,340,000 pizzas on Super Bowl Sunday, about7,000 pies a minute. Kamran Atri, assistant manager in

Leesberg, VA serves his way into the Guinness Book of

World Records by waiting tables at the Leesberg, VA Pizza

Hut restaurant for 136 hours, donating $1,200 in tips to the

Loudoun County Shelter for Abused Women & Children.

More than 4,000 Jobs Plus employees work for Pizza Hut.

Personal Pan Pizza becomes available at 1,000 Stop 'N Go

convenience stores.

1992:

Lunch buffet introduced in 1,800 units. Pizza Hut sets up two

mobile hot trailers in Florida City and Goulds. Pizza Hut

provides 120,000 free meals to relief volunteers and


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those who lost their homes.Pizza boxes redesigned to save

275,000 tree a year.

1993:

Pizza Hut introduces BIGFOOT Pizza -- two square feet of

pizza cut into 21 slices. The Harvest Program is launched

nationwide to donate surplus food to food rescue agencies.

Pizza Hut makes its fastest and farthest delivery: 600

large pepperoni pizzas on a 24-hour flight from Dover Air

Force Base to U.S. service personnel in Mogadishu,

Somalia. Pizza Hut leads the entire restaurant industry in

growth and sets new company records for sales and profits.

Pizza Hut introduces Chunky Style Pizza in September.Pizza Hut signs contract with 30 hotel companies

throughout the country to provide delivery service to their

registered guests.

1994:

Pizza Hut becomes the single largest retailer of basketballs

in the United States, selling 3.7 million ballsduring its NCAA

Final Four promotion. Pizza Hut opens 9,700 square foot

Super Pizza Hut restaurant and entertainment center inMexico City. Pizza Hut in Beirut reopens after being closed

during the Gulf War. Soccer legend Pele kicks a ball through

the door of Pizza Hut restaurant number 10,000 in Sao Paulo,

Brazil on April.

1995:

Pizza Hut launches the "You'll Love The Stuff We're Made

Of" campaign. Buffalo Wings soar onto Pizza Hut menu.

These spicy chicken wings are served with dipping sauce.

Two Customer Satisfaction programs initiated: a 1-800

Customer Satisfaction Hotline and a Customer CallBack


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Program, which takes the pulse of 50,000 customers per

week. Pizza Hut launches Pizzeria Stuffed Crust Pizza,

whichimmediately sets company sales records.

The Deliver Me Home program is created by Pizza Hut and

the National Center for Missing and Exploited Children and

is tested at the Dallas/Fort Worth International Airport to

inform the community of an important identification tool in

helping to locate, identify and return missing children to

their families.Pizza Hut wins the 1995 "Choice of Chains"

award for Best Pizza Chain sponsored annually by

Restaurants &Institutions magazine, making Pizza Hut the

"Best Pizza Chain" ten of the last eleven years.1996:

Pizza Hut comes to India with a dine in restaurant

Banglore that has special vegetarian pizzas. In additional to

traditional Italian toppings , it incorporates Indian favorites

such as Chicken tikkas, Lamb korma etc. In its list of

innovative toppings. Along with pizzas, the menu features

appetizers like garlic bread and soups, fresh salads, oven

bakes pastas and choice of ice-cream sundaes.Pizza Hut airs its first ever ad during the Super Bowl.

Pizza Hut delivers 30% of the 12 million pizzas delivered

on Super Bowl Sunday. This is the biggest pizza delivery

day of the year. On May 30, Pizza Hut introduces two

varieties of chickentopped pizza... Italian Chicken and

Chicken Supreme.

1997:

Pizza Hut opens a restaurant in the capital's building

bustling M-block market in Greater Kailash-I, Unlike the

existing Pizza Hut at Shanti Niketan which is delivery

counter for just pizzas, this is dine-in where the entire

menu (salads, appetizers, pastas, deserts and of course


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pizzas) is available. Letting Delhiites get a taste of Pizza

Hut And getting them to 'Get real!' Pizza Hut launches a

meatier pepperoni.PepsiCo announces restaurant spin-off.

Pizza Hut launches "Totally New Pizzas" a quality initiative

putting sliced fresh vegetables and meaty meats on pizzas.

Pizza Hut launches "The Edge pizza"

1998:

Pizza Hut celebrates 40 years of making and serving great

pizza. Pizza Hut launches "The Sicilian Pizza" a flavorful

crust with garlic, basil and oregano baked right into the

crust Pizza Hut launches "The Best Pizzas Under One Roof"

campaign. Pizza Hut features Sony's Crash Bandicoot in theStuffed Crust Pizza/Sony Promotion.

1999:

Pizza Hut launches The Big New Yorker Pizza. A 16-inch

pizza with a sweeter, savory sauce, 100% real cheese cut

into 8 big foldable slices. Pizza Hut brings New York-style

pizza across America.Pizza Hut features Fran Drescher,

Spike Lee and Donald Trump in The Big New Yorker Pizza

advertising campaign. The celebrity campaign launched inthe pre-game advertising for Super Bowl XXXIII.

PIZZA HUT IN INDIAPizza Hut entered into India in 1996. The 1st branch of Pizza

Hut was opened in Banglore. There are 72 outlets of Pizza

Hut in India in cities like Delhi, Mumbai, Calcutta, Chennai,

Ahmedabad, Surat, Baroda, Banglore, Agra, Jaipur,

Dehradun, Hyderabad, Cochin, Pune. The higher sales of

pizza and other food items of Pizza Hut is in

Banglore, Mumbai and Delhi. There are 4 franchise of Pizza

Hut working in 4 different zones such as: -

(1) NorthDevyani Pvt. Ltd.


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(2) WestDodsal Corporation Pvt. Ltd.

(3) SouthPizzeria

(4) EastFavourite Foods Pvt. Ltd.

MOST PREFERABLE PIZZA IN INDIAIn all over India, the sales of non-vegetarian food is more

than the vegetarian food except in Gujarat. The most

preferred pizzas of Pizza Hut in all over India are as under:

(1) Super Supreme Pizza

(2) Chicken Tika Pizza

(3) Pepperoni Pizza

(4) Chatani Pizza(5) Tam Tama Pizzas

(6) Tandori Paneer Pizza

Marketing Mix of Pizza hut:Packaging, pace, positioning & product portfolio

management are new entrants to the traditional four some

of product, price, place & promotion in any corporate

marketing mix.

Marketers use numerous tools to elicit desired responses

from their target markets. These tools constitute a

marketing mix.Thus, marketing mix is the set of marketing

tools that the firm uses to pursue its marketing objectives in

the target market.

Marketing mix decisions must be made for influencing

the trade channels as well as the final consumers. The 7 Ps

of marketing are : product, price, promotion, place

packaging, positioning, product portfolio management.


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Product:Product is a key element in the market offering. A product is

anything that can be offered to a market to satisfy a want or

need. Pizza Hut provide a variety of pizzas to its customers.

The Pizza Hut outlets in Ahmedabad and Surat are the

only 100% pure vegetarian outlets in the whole world. The

pizzas are flexible to the taste and preferences of thecustomers. They can be divided into three categories:

i. Personal Pan Pizza which serves one person.

ii. Medium Pizza which serves two person.

iii. Family Pizza which serves four people.


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Customers can choose from two types of crust Pan

Pizza or the Italian. No root based ingredients are used an

the sauce and other garnishing do not contain onion and

garlic in case ofJain specialties.

Besides the wide variety of choices in pizzas, the customers

also get a very good choice in soups, appetizers, pastas,

salad, beverages and desserts.

PIZZA:


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The Heart Attack Grill may be making news forsending yet

another patron to the hospital, but Pizza Hut is doing its

level best to keep up. The fast food chain recently

introduced a cheeseburger-ringed pizza crust in its Middle

East franchises.

In an ad for the utterly over-the-top pizza, a customer laughs

as he jokingly orders a cheeseburger at a Pizza Hut. But, to

his astonishment, the server replies with a "Cheeseburger?

Sure!" and presents the table with the Crown Crust Pizza.

"Made with perfectly grilled mini-cheeseburger gems,

nestled in crown crusts, topped with beef, fresh veggies and

drizzled with Pizza Hut's special sauce," intones a voice-overas the monstrosity is shown in extreme close-up.

So far, the pizza is only available in the Middle East. Hearts

and minds, people.

Delicious Veg Pizzas with Kebabs made from crunchy flavours of fresh vegetables, paneer, golden corn and melted

cheese, topped with hot pepper sauce around your favourite toppings at the center.

Serves 2-3

Margherita 315

Veg Kebabs with Cheese

Veggie Royal 385Veg Kebabs with Tomato, Onion, Green Chilli,Oregano Sprinkle and Cheese

Veggie Fortune 445Veg Kebabs with Tomato, Green Capsicum, Sweet Corn,

Onion, Lebanese Sprinkle and Cheese

Veggie Grand 495Veg Kebabs with Mushroom, Green Capsicum,Onion, Sweet Corn, Red Paprika,Black Olives and Cheese
http://blog.zap2it.com/pop2it/2012/04/heart-attack-grill-would-you-eat-there-poll.htmlhttp://blog.zap2it.com/pop2it/2012/04/heart-attack-grill-would-you-eat-there-poll.htmlhttp://blog.zap2it.com/pop2it/2012/04/heart-attack-grill-would-you-eat-there-poll.htmlhttp://blog.zap2it.com/pop2it/2012/04/heart-attack-grill-would-you-eat-there-poll.html


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Delicious Non Veg Pizzas with Chicken Kebabs made from spicy Mediterranean chicken, fresh mintand cumin, topped with hot pepper sauce around your favourite toppings at the center.

Serves 2-3

Chicken Jewel 415Chicken Kebabs with Tomato, Onion, Green Chilli,Oregano Sprinkle and Cheese

Chicken Majestic 475Chicken Kebabs with Hot n Spicy Chicken, Tomato,Green Capsicum, Onion, Olive, Oregano Sprinkle and Cheese

Chicken Splendor 525Chicken Kebabs with Chicken Tikka, Green Capsicum,Sweet Corn, Onion, Red Paprika, Olive and Chees


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VEGETARIAN

Serves:

Personal

(1)

Medium

(2)

Family

(4)

Margherita 100 215 380A classic cheese pizza.

Simply Veg 145 295 475Tomatoes, onionsand cheese.

Spicy Veggie 145 295 475Tomatoes, crispy onions,green chillies and cheese.

Veggie Crunch 145 295 475

Onions, capsicum and cheese.

Double Cheese 145 295 475Cheese pizza, toppedwith extra cheese.

Veggie Lovers 195 365 545Mushrooms, onions,tomatoes, capsicum

and cheese.

Serves:Personal

(1)Medium

(2)

Country Feast 195 365Sweet corn, mushrooms,tomatoes, onions,capsicum and cheese.

Exotica 235 415Red and green capsicum,baby corn, olives, spicyalapeos and cheese.

Veggie Supreme 235 415Mushrooms, capsicum,onions, baby corn,tomatoes, olives andcheese.

Paneer El Rancho 235 415Cajun-spiced paneer,

black olives, corn,capsicum, onionsand cheese.

Tandoori Paneer 195 365Paneer, onion, capsicum,red paprika and tomato.

Paneer Makhani 195 365


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Paneer, capsicum, onion,

and red paprika.


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BEVERAGES OF PIZZAHUT:

MOCKTAILS

Very Berry Daiquiri 85Chilled drink with strawberry flavourand blended ice.

Orange Strawberry Spritzer 85Refreshing orange fizzy drink witha hint of strawberry.

Mango Delight 85Delicious mango juice and passionfruit mocktail

Passion Fruit 85Passion fruit and soda mocktail witha slice of orange.

Ginger Lime Cooler 85A sparkling fusion of tangy lime anda hint of ginger.

Mango MintMargarita

85Exotic frozen Margarita blended withmango and mint for a tropical twist

Grape Sangria Cooler Glass 85

Pitcher 289Flavourful Spanish drinkwith fresh fruits..

MOJITOS

SHAKES & COLD COFFEES

Mango Banana Smoothie 109A smoothie of mangoes and bananas,delightfully blended with yoghurt

Mocha Cold Coffee 109Chilled mocha flavoured coffee topped

with whipped cream.

Strawberry Romance 109Juicy strawberries blened with milkand crushed ice, topped with whippedcream and a drizzle of chocolate.

Caribbean Choco Shake109

Our signature indulgent dessert drinkwith chocolate ice-cream and coconutflavour topped with whipped cream.

FRESH LIME & LEMONADES

Fresh Lime 69Prepared with water or sodaAvailable as Sweet, Salted or Mixed.

Lemonade Glass 69

Pitcher 199

Masala Lemonade Glass 79


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Green Apple 85Orange 85Mango 85Mojito Blast 85Frozen mojito with a rush of

lemon & fresh mint leaves.

Pitcher 240

FRESHLY BREWED ICED TEAS

Peach 79Lemon Glass 79

Pitcher 240

HOT TEAS

Our selection of 4 refreshing brews:Earl Grey, Green, Lemon,

and Assam

55

AERATED DRINKS

Glass 59Pitcher 195

SOUPS:


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SOUPS

VEGETARIAN

Tomato Minestrone69

A thick Italian tomato-basedsoupmade with fresh vegetablesand macroni.

Tomato 'n' Basil 69Rich and tangy tomato soupwith basil and garlic croutons.

Cream of Mushroom 69Creamy mushroom soup simmeredwith vegetables and parsley.

NON-VEGETARIAN

Cream of Chicken 79Creamy chicken soup simmeredwith vegetables and chunks of chicken.

SALADSJust Got Bigger!

VEGETARIAN

Fresh Garden 129Exotic vegetables-corn, broccoli, cherry

tomatoes, pickled cucumbers, carrots,lettuce, bell peppers and red cabbagetossed in an Italian herb dressing andtopped with garlic croutons, pico de galloand a sprinkle of parsley.

Pasta Mint 129Macaroni salad with mint, pineapple,black olives, cherry tomatoes lettuce andbell peppers, tossed in an Italian herb dressing.

NON-VEGETARIAN

Classic Caesar

159

Fresh lettuce and grilled chicken, tossed ina delicate Caesar dressing and garnishedwith Parmesan cheese, garlic and basilcroutons and chopped parsley


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Cheesy Veg BlastVegetarian

319Lasagna with spinach, ricotta,mozzarella, corn and mushrooms,topped with a delicious whitesauce and garnished withparmesan, chilly flakes andparsley

Pizza Hut Chicken BonanzaNon Vegetarian

349Our version of the classicLasagna Bolognese. Stuffed withminced chicken n herbs,toppedwith a delicious white sauce andgarnished with parmesan,tomatoes and parsley

Best of Both Worlds Fusilli Vegetarian Grilled Chicken

279 309Spiral pasta with a medley oftomato and whitecreamsauce,zucchini, bellpeppers and mushroom

Pizza Hut Say Cheese! FusilliVegetarian Grilled Chicken

279 309Spiral Pasta with a classic cheesywhite sauce, mushrooms and bellpeppers


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Creamy Tomato Penne

Vegetarian Grilled Chicken

119 149Tube shaped pasta with tomatoflavoured creamy sauce, tossedwith zucchini and babycorn

Spicy Tomato Fusilli Vegetarian Grilled Chicken

139 169Spiral pasta with paprika spicedtangy tomato sauce

Go Italia! SpaghettiVegetarian Chicken Ham

179 209Noodle pasta, lightly tossed witholive oil, parmesan cheese,mushroom, baby corn, zucchini,parsley, garlic and bell peppers.Our version of the classic AglioOlio

Arrabbiata Penne Vegetarian Chicken Ham

179 209Flavourful, tangy tomato saucewith black olives, tossed with tubeshaped pasta

Creamy Mushroom FettucciniVegetarian

229Flat noodle pasta with a richcreamymushroom sauce flavoured withgarlic andparsley

Go Green! FusilliVegetarian Chicken Ham

229 259Spiral pasta tossed with a classicPesto cream sauce, flavoured withbasil, bell peppers, baby corn andzucchini

Creamy Spinach 'n'Mushroom Fettuccini

Vegetarian

229Flat noodle pasta with a creamywhite sauce with mushrooms andfresh spinach


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Banoffee Pie

99A divine combination of caramel and banana.

Mini Mousse Shots

These might be mini but they sure pack apunch for the sweet tooth.

Strawberry - 55Chocolate - 55Butterscotch - 55Assorted 3 Favours - 129

Choco Chip Cookie Sundae 129

Warm jumbo cookie with 2 scoops of icecream.

Classic Tiramisu

99Layered cheesecake enthused with coffee and sprinkledwith cocoa.

Cheesecake Rolls 109

Creamy warm cheesecake tortilla rolls with chocolatesauce.

Mini Cheesecake Platter 149

For those who don't believe in choosing, here's adelicious offering of chocolate, caramel and blackcurrent slice.

Ebony 'n' Ivory 119A warm chocolate cake with vanilla ice-cream andchocolate sauce.

Classic Vanilla Romance 59

Chocoholic Symphony 59


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PRICE:


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Price is that marketing mix element which produces

revenue. It is one of the most flexible elements as it can be

changed quickly.

The prices of Pizza Hut are comparatively high. They

attribute the high prices of their products to maintenance

of quality food. They have tried to draw in more crowd by

reducing the minimum price of their product from Rs. 95 to

Rs. 65. A few months back there was a scheme known as

Pizza Unlimited under which a customer could get one

pizza free of the same value at any Pizza Hut outlet on

purchasing a card worth Rs. 195 only.

The line Half an hour or half the price says it all.Under this, if a customer does not get his home delivery

within 30 minutes of placing the order, he has to pay half

the price of pizzas.

PROMOTION:

Promotion includes all the activities that the company

undertakes to communicate and promote its products to

the target market. It is persuasive communication to informpotential customers of the existence of products, to

persuade and convince them that those products have

want satisfying capabilities. Promotional efforts of a

company act as powerful tools of competition providing the

cutting edge of its entire marketing program. It includes

advertising, publicity, personal selling and sales promotion.

Pizza Hut has been successful in creating an

excellent image of itself as an elite and premium pizza

parlor. The name Pizza Hut itself enjoys word of mouth

publicity. It also sponsors various programs and

tournaments. It was one of the co-sponsors in the one day


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series between India and West Indies. Pizza Hut introduces

Weekday Special- three course meal @

an unbelievable price of just Rs 99 per person.

New Delhi, April 2011: Worlds leading affordable casual

dining restaurant, Pizza Hut introduces its latest offering -

Weekday Special, a mouth watering promotion aimed at


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giving teenagers a chance to create their own three course

meal from an assortment of appetizers, refreshing beverages

and main course which will include your favorite Pizzas &

Pastas, all of this at just Rs. 99 per person. The promotion

is all about offering large variety of delectable food at great

value. The national campaign which will be aggressively

promoted through television and social media platform

Facebook will further reinforce the brands promise of giving

the consumers an exclusive dine-in experience at an

unbelelievably affordable price.

Weekday special promises to be a delectable culinarytreat for both vegetarians and non-vegetarians with an array

of options to choose from such as garlic bread, potato

wedges, masala lemonade, fresh lime soda, all time favorite

Pan Pizzas and Italian inspired pastasspice veggie,

margherita, zesty chicken, spicy tomato with smoked

chicken pasta to name a few. There is also an exciting

option of upgrading the beverage to a mocktail and add side

orders at an equally affordable price.Pizza Hut fans can now visit any of the 120 Pizza Hut dine-in

restaurant across the country from Monday to Friday

between 11:00 a.m. to 11:00 p.m. and avail this attractive

promotion.

Speaking about the campaign Sandeep Kataria, CMO at

Yum! Restaurants said Being an affordable casual dining

restaurant, Pizza Hut will reinforce the brand promise of

affordability through the latest campaign of Weekdays

Special. College teens prefer eating out almost every day

through the week. They are always on a lookout for the most

economic deals which give them large quantity of food and

wide variety to choose from without compromising on the


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quality. Considering that they have to survive on a very low

allowance through the week, our Weekdays Special will give

them just what they were looking for at just Rs. 99 per

person without making a hole in their pocket. The price

point of our promotion will definitely attract them to have a

good time with their friends at their nearest Pizza Hut dine-

in restaurant

ADVERTISING:

Advertising is any paid form of non-personal

presentation and promotion of ideas, goods, or services by

a identified sponsor. Advertisements are a cost effective

way to disseminate messages, whether to build brandpreference or to educate people or trigger quick sales.

Advertising can efficiently reach geographically dispersed

buyers.

The advertising objectives must flow from prior decisions on

target market, market positioning, and marketing mix. The

main objectives of all promotional efforts of Pizza Hut,

inclusive of advertising is to create a strong brand image in

the minds of consumers that cannot be claimed bycompetitors.

Most companies use an outside agency to help create

advertising campaigns and to select and purchase media.

Yum Brands International takes care of all the marketing

activities of Pizza Hut franchisees in India. It means that

from the designing of advertisement to presentation of

advertisement in front of people. Everything is managed by

Yum Brands International.

In 1958, musical jingle developed for Pizza Huts 1st

T.V. commercial, the different medias used by Pizza Hut

for advertisement are as under:

Television


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Hoardings

Selected newspapers

Leaflets

Kiosks

Pizza Hut levies a 6.3% advertising fee on its franchisees i.e.

6.3% of net sales every month goes for marketing activities.

It spends half of its budget on national media and half of its

budget on regional and local media.

Some national advertising is wasted because of low

penetration in certain areas. Thus, even though Pizza Hut

may have a 30% share of the franchised pizza market

nationally. This share may vary from 5% in some cities toof a new outlet, there is a press launch.


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Place:Place includes the various activities that the companyundertakes to make the product accessible and available to

target customers.

Pizza Hut is franchised globally. It is a milestone in itself

that it has been recognized and accepted round the world.

There are Pizza Hut outlets in all the prominent cities in

India.

Positioning:Positioning is the act of designing the companysoffering and image to occupy a distinctive place in the

target markets mind. Pizza Hut positioned as the most

premium class of products, higher the price, higher is the

quality perceived by the customers. Pizza Hut products hold

a distinctive position in customers mind and it would be

hard for a competitor to claim them. The product is

positioned as the leader in its category and as an offeringbest quality.

Packaging:Packaging includes the activities of designing andproducing

the container for a product. Packaging has become a potent

marketing tool. Well designed packages create convenience

and promotional value.In Pizza Hut, mostly the pizzas are

served instantly.

Hence, they dont need to be packed. But incase of home

deliveries, they are packed in boxes with aluminum foils

which are then placed in special bags that maintain the

temperature inside, prevents the food from getting cold

and eliminates generation of bacteria in them. Then they


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are carried in specially modified scooters which have a

container that can accommodate 20 pizza boxes ready to

be delivered at the time.

Pace:Todays era is highly competitive. Pace is one of thedifferentiating factor and it also acts as a companys USP.

Pizza Huts key to retain its competitive advantage lies in

keeping focused on the basic principles :

Be customer driven

Adopt quickly to the changing environment

Product Portfolio Management:It is a continuous process of evaluating the product

portfolio i.e., the multiple products or brands of the

company. Through this the company tries to maintain the

most profitable brands and withdraw big products from the

market.

For Pizza Hut product portfolio management has become a

strategic tool to maintain its competitive edge. In Pizza Hut,

product portfolio management is done by YUM BRANDS

INTERNATIONAL.


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Effective marketing research involves the following

steps:

# Problem / opportunity identification

# Creation of the Research design

# Choice of Method of Research

# Selection of the Sampling procedure

# Collection of the data

# Analysis of the data

#Writing & Presenting the report

# Follow-up

(1) PROBLEM IDENTIFICATION

3In this stage the problem is first identified for which

research is to be carried out.

In order to avoid waste in time and money, it is

necessary to define the marketing problem in specific

terms. An early step in the process is a situation analysis ora survey of available data regarding the company. Through

this we can arrive at a hypothesis or presumption and a

refinement of the problem definition. A problem should

neither be defined too broadly nor too narrowly. A plan may

be prepared for each problem and a master plan can

combine all the plans.

The 2surveys had been undertaken in order to answer

some questions like:1. To know food habits of Rajkot people. It means that

which kind of food people prefer.

2. Which Pizza and Dominos in term of quality, price,

services, infrastructure, etc.

3. What is the level of satisfaction provided by Pizza


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Hut to its customers in comparison to their expectations?

4. How often do customers visit Pizza Hut and what is

the best thing about Pizza Hut according to them.

5. How much people can afford per head food bill &

what are the important factors for them to visit any

restaurant.

(2) RESEARCH DESIGN

The second stage of marketing research calls for

developing the most efficient plan for gathering the needed

information. Designing a research plan calls for decision on

the data sources, research approaches, researchinstruments, sampling plan and contact methods.

DATA SOURCES: -

Information can be collected through secondary data,

primary data or both. Secondary data are data that were

collected for another purpose and already exist

somewhere. Primary data are data gathered for a

specific purpose or for a specific research project.

RESEARCH APPROACH: -

Primary data can be collected in five ways: - observation,

focus groups, surveys, behavioral data and experiments.

(1) Observation method the researcher instead of

asking, just observes and records the behaviors of

respondents. Observations can be done by the

researcher himself or through mechanical devices.

(2) In focus group research a focus group is gathered

which consists of 6-10 people who are invited to

spend a few hours with a skilled moderator to discuss

a product, service, organization or other marketing


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entity.

(3) Surveys are undertaken to learn about peoples

knowledge, beliefs, preferences and satisfaction and

to measure these magnitudes in the general

population.

(4) Behavioral data, customers leave traces of their

purchasing behaviors in store scanning data, catalog

purchase records and customer data-bases. In this

method, such data is used to solve a problem.

(5) Experimental research is the most scientifically

valid research. The purpose of experimental research

is to capture cause-and-effect relationship byeliminating. Competing explanations of the observed

findings.

(3) CHOICE OF METHOD OF RESEARCH

Marketing researchers have a choice of two main

research instruments in collection primary data.

They areQuestionnaires Mechanical Devies

A Questionnaire consist of a set of questionspresented to respondents for their answers,

Mechanical Devices like galvanometers tachistoscope,

audiometer, etc. are occasionally used in marketing

research.

(4) SELECTION OF THE PROCEDURE

After deciding on the research approach and

instruments. Marketing researcher must design a sampling

plan this plan calls for three decisions.

They are

Sampling units Sample Size Sample Procedure

Sampling units answers the question who is to be


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surveyed? Marketing research must define the target

population that will be sampled.

Sampling size answers the question how many people

should be surveyed? Large samples gives more

reliable results than small but sometimes even small

provides good reliability, given a credible sampling

procedure.

Sampling procedure answers the questions how

should respondents be chosen? There are two

different types of techniques used for sampling.

They are

Probability Techniques Non-ProbabilityTechniques

Probability Techniques sampling allows the calculation

of confidence limits for sampling errors and each

sample has an equal chance of selection. Probability

sampling techniques includes random sampling,

systematic sampling, stratified sampling, area

sampling and multi stage sampling random sampling.

(5) COLLECTION OF INFORMATION

The data collection phase of marketing research is

generally the most expensive and the most prone to error.

In the case of surveys four major problems arise. Some

respondents will not be at home and must be re-contacted

to replace. Other respondents will refuse to co-operate. Still

others will give biased on dishonest answers. Finally some

interviewers will be biased and dishonest.

(6) ANALYZE THE INFORMATION

The next to last step in the marketing research

process is to extract findings from the collected data. The


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researcher tabulates the data and develops frequency

distribution. Averages and measures of dispersion are

computed for the major variables. The researcher will also

apply some advanced statistical techniques and decision

models in the hope of discovering additional findings.

(7) PRESENTING THE REPORT

As the last step, the researcher presents the findings

to the relevant parties. The researcher should present

major findings that are relevant to the major marketing

decisions facing management

CONCLUSION:

Pizza Hut has a successful history of introducing new

products to increase sales and reach new customers. This

introduction of new products to the market on a regular

basis is what makes Pizza Hut the leader in their industry.

Pizza Hut has many targets which it has achieve in a given

period of time. Therefore, in order to fulfill the targets

different strategies are adopted by Pizza Hut. It can be

concluded that these strategies have been successful and

there is flexibility in the strategies, as they can be changed

with the changes in the market conditions as well as the

targets. Pizza Huts strategy of being customer-focused and

service oriented has been so far the companys competitive

advantage in the food and beverage industry, providing its

customers better dining experiences.


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ACKNOWLEDGEMENT:I extend my sincere gratitude to MS.VICTORIA

HENRY for giving me an opportunity to work on the

marketing mix of PIZZA HUT which helped me to broden my

knowledge and understanding over the subject.I would also

like to thank the area manager of pizza hut who provided

valuable information and helped me in the succesful

completion of my project.

RIYAFA SAFWAN

(10/UCMA/556)


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retail marketing project..riyafa safwan new

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