...TERM PAPER MBM 301 TOPIC- COMPARATIVE ANALYSIS OF MARKETING STRATEGIES OF DOMINOS AND PIZZA HUT SUBMITTED BY KAMINI GUPTA KHUSHBOO AGARWAL VARTIKA DESHMA NEHA GUPTA ROOPKISHORE B.AASHIQ INTRODUCTION Fast food is one of the world’s largest growing food types. India’s fast food industry is growing by 40%. The multinational segment of Indian fast food industry is up to Rs. 20 billion, a figure which is expected to zoom more than Rs. 40 billion...
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...14 15 CONTENTS EXECUTIVE SUMMARY MARKETING STRATEGY OF PIZZA HUT HISTORICAL HIGHLIGHTS OF PIZZA HUT CUSTOMER FOCUS COMPETITORS STRATEGY INDUSTRY ANALYSIS SCANNING THE INTERNAL ENVIORNMENT MARKETING STRATEGY PRODUCT STRATEGY PRICING STRATEGY PLACE STRATEGY PROMOTION STRATEGY GLOBAL STRATEGY BIBLOGRAPHY APPENDIX PAGE 5 6 7 10 14 19 22 26 27 32 36 39 50 54 55 2 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. Marketing Strategy of Pizza Hut 3 “... Our landlady became concerned...
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...Marketing Plan For Product Line Marketing Essay This report presents the market plan of Pizza Hut. In this marketing plan the toppings of Pizza Hut Pizza’s have been extended to ‘Halal’ Meet toppings. This report consists of Situational Analysis, Market Summary, Competition, product offering, distribution, Market Strategy and control. Situational analysis provides the brief history of Pizza Hut and depicts the situation of the industry in term of product offerings and competition. It explains that in the market there is an opportunity for ‘Halal’ meat toppings and it is already being offered by the competitors of Pizza Hut. In market summary section, SWOT analysis of Pizza Hut is carried out to evaluate the market position. Well in the market there are already many competitors offering ‘Halal’ food and Pizza Hut is in position to offer ‘Halal’ toppings and this will strength its market position against its competitors and will result in higher market share. There is a fierce competition in the market but by offering Halal Pizza toppings the market competition will be reduced and it will increase its market share in the industry. Then follows the distribution channel, and it is discussed that Pizza hut already have strong presence in UK and all its retail stores are the first point for customers. Therefore, it does not need any extra distribution channels in order to deliver the products to its customers. These product ‘Halal’ toppings will target the Muslims customers and the...
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...ADVERTISING TERM REPORT ON PIZZA HUT MARKETING PLAN & AD CAMPAIGN Table of Contents EXECUTIVE SUMMARY 1 HISTORY 2 INTRODUCTION 3 PIZZA IN PAKISTAN 3 Mission Statement : 4 Vision: 4 Objective & Goals: 5 Current Market Situation: 5 Other Leading Brands: 5 OBJECTIVE: 6 Segmentation: 6 Target Markets: 6 Positioning: 7 SWOT ANALYSIS: 7 Strength: 7 Weakness: 7 Opportunities: 7 Threats: 7 MARKETING STRATEGY: 8 1. PRODUCT 8 2. PRICE: 8 Pizza Hut Iftar Deal 2011 – All you can Eat 8 3. PLACE: 8 Pizza Hut Iftar Deal 2011 – All you can Eat 10 Advertising Strategies: 11 Media Strategy : 12 1. Television 12 2. Radio 12 3. Newspaper 12 4. Internet 13 5. Outdoor 13 Campaign Evaluation 14 1. Measure Sales Of New Products 14 2. Conduct Survey 14 3. Focus Groups 14 TOTAL CAMPAIGN BUDGET 14 EXECUTIVE SUMMARY The word "pizza" may be a derivative of the Latin word "picea", a Roman word used todescribe the blackening of bread in an oven. The word "pizza", in its current spelling emerged sometime in the middle Ages. It was used to describe both the sweet and saltypies that were becoming popular among Italian aristocracy. Pizza is basically a meal prepared in a plate made of bread. There are four main components of a basic pizza pie. There are different objectives of every organization. In order to achieve these objectives different targets are set. Targets pass down the hierarchy depending on the nature of the business...
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...Advertising Methods Domino’s Pizza Domino’s reaches geographically dispersed buyers. Domino’s vision is focused on “Exceptional people on a mission to be the best pizza delivery company in the world!” domino’s is committed to bringing fun and excitement to the lives of our customers by delivering delicious pizzas to their doorstep in 30 minutes or less, and all its strategies are aimed at fulfilling this commitment towards its large and ever-growing customer base. It’s all advertisement are image of core competencies. Their taglines “The Pizza Delivery Experts” and “Hungry kya?” are showing their focusing area in promotion. Pizza Hut To stay competitive, Pizza Hut looked to appeal to a wider base, launching new marketing vehicles and products that adhere to the sensibilities of both younger and older consumers. This past year Pizza Hut has experimented with its brand by replacing “Pizza Hut” on take-out boxes with “The Hut,” and by pushing the quality of its product and natural ingredients and adding more pasta options to the menu as meal-replacement solutions at home. The marketer has also introduced an extensive series of social media and non-traditional media programs. TV Domino’s TV spots appeared to be more tactical and responsive and the market place, with ads discussing the recession and the value it delivers. Pizza Hut, by comparison, promoted more of its quality and menu range. Their TV strategies differed significantly. Pizza Hut bought a broader and slightly...
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...Marketing Assignment Mission statement: “To be the best pizza for every occasion.” We are P.E.A.R.L.S: Passion for excellence Execute with positive energy and need Accountable for growth in customer and satisfaction Recognize the achievement for others and have fun doing it Listen and more importantly respond to the voice of the customer Marketing strategy: The marketing strategy for pizza hut is very simple: “We want to satisfy our customers by offering them the best”. They have used the word CHAMPS to describe their marketing strategy, which means cleanliness, hospitality, accuracy, maintenance, product quality and speed. They have gone further by using two F’s which stand for friendly and familiar. For pizza hut customer service means providing customers with uncompromising product quality, offering them with the highest value for money and giving them service that is warm friendly and personal. Pizza hut aspires to give its customers “customer mania”- the kind of service that ensures that every visit of the customer is a memorable one. Marketing mix: Since an international fast food chain like pizza hut demands both quality product and a high quality service and environment, its marketing mix comprises of all the seven P’s namely the product, price, promotion, place, people physical evidence and process. Product: Pizza hut offers a large variety of...
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...MARKETING PLAN [pic] MARKETING PLAN Executive Summery The pizza hut always provides high quality pizza. Pizza hut offering various type of pizza drinks, entertainment facilities. Now we are offering special type of pizza that is vegetable pizza. Although pizza hut provide high quality food in little time, people may not come to this restaurant, as they don’t have much idea about this type of unique product. There is also a chance of risk, as there are many well-known restaurants in that area as well it is a new product. We want our customers to be satisfied in all the way possible, and we want all type of customers come to pizza hut, that’s why we are also offering some this kind of product . We are also offering ‘take away’ service, ‘home delivery’ (only to the offices, homes) and also take orders for occasions such as meeting, family gatherings, and parties. We also have gift items for the customers in some occasions like, New Year, New Year (Bengali), Religious Festivals, Wedding, and Birthday with this special product. Our advertising objective is to inform, to persuade, and to remind the customers about this food item. But our advertising objective is to provide the information to the customer for a longer period. Table of contents ...
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...Pizza Hut Data analysis Introduction Earlier chapters have set the stage for carrying out of this research. This chapter builds on the previous ones by reporting the results of the data analysis. The primary data collected through interviews and questionnaire is presented in graphs along with analysis and findings. From these analysis researchers will be able to proceed towards conclusion and recommendation. Qualitative Data analysis This part of chapter will analyse the interviews conducted with pizza hut management. Strategy Importance To find out and analyse strategy planning and its importance researcher asked questions from Pizza hut management ‘What was the strategic planning behind ERP (MICROS)’ and ‘What were the main objectives behind ERP (MICROS), and Is Pizza hut as an organisation able to achieve those objectives?’. In reply to these questions Operational support manager replied. Strategic plan behind ERP system was to be a market leader in fast food market and to provide excellent customer service through ERP implementation. According to Operational support manager and area managers of pizza hut the objectives behind ERP were to run the business more efficiently, better product quality and customer service, enhanced financial procedures through real time figures and effective marketing through customer information. Hammer & champy (1993) presented theory of business process reengineering, in their theory they explained that very basic rethinking and essential...
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...I. Marketing Background A. Overview of the Industry 1. Market Size Pizza Hut's smaller format store is about half the size and cost of its iconic red-roofed buildings. Chain began developing smaller stores three years ago. It so far has opened more than 300 and sees potential for 2,000 more in next five to 10 years. Pizza Hut is ordering up smaller restaurants. The iconic red-roofed chain, which saw its heyday in the 1980s, says downsizing and remodelling will allow it to open more restaurants and turn a profit faster for franchisees. Pizza Hut began developing this new model, dubbed Delco Lite, about three years ago when it realized delivery--which is the way most people prefer to receive their pizza--wasn't representing as much of the business as it once did. The new model opens up another 2,000 potential sites for Pizza Hut over the next five to 10 years. Pizza Hut, which is part of Yum Brands Inc. YUM, +0.60% has about 8,400 locations, most of which are the traditional, dine-in restaurants. Delco Lite trades the red roofs and dining rooms for a more contemporary design that fits in to tighter places and focuses more on delivery and carry-out. Pizza Hut has opened more than 300, and is mostly building them, in favor of the larger, stand-alone ones. The new model is about half the size of Pizza Hut's traditional restaurants and costs about half as much for franchisees to build, opening up more potential sites in the U.S. 2. Market Trends (Past 3-5yrs) ...
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...Introduction Pizza Hut was started in 1958, by two brothers in Wichita, Kansas. Frank and Dan Carney had the idea to open a pizza parlor. They borrowed $600 from their mother, and opened the very first Pizza Hut. In 1959, the first franchise unit opened in Topeka, Kansas. Almost ten years later, Pizza Hut would be serving one million customers a week in their 310 locations. In 1970, Pizza Hut was put on the New York Stock Exchange under the ticker symbol PIZ. In 1986, Pizza Hut introduced delivery service, something no other restaurant was doing. By the 1990's Pizza Hut sales had reached $4 billion worldwide. In 1998, Pizza Hut celebrated their 40th anniversary, and launched their famous campaign "The Best Pizzas Under One Roof." In 1996, Pizza Hut sales in the United States were over $5 million. Out of all the existing pizza chains, Pizza Hut had the largest market share, 46.4%. However, Pizza Hut's market share has slowly eroded because of intense competition from their rivals Domino's, Little Caesar's and newcomer Papa John's. Home delivery was a driving force for success, especially for Pizza Hut and Domino's. However, this forced competitors to look for new methods of increasing their customer bases. Many pizza chains decided to diversify and offer new non-pizza items such as buffalo wings, and Italian cheese bread. The current trend in pizza chains today is the same. They all try to come up with some newer, bigger, better, pizza for a low price. Offering special promotions...
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...In the last year Pizza Hut has been suffering lost due to poor marking strategy. However, pizza Hut has gained another type of customer that is growing rapidly. Pizzas huts main goal is to cover all of the consumers’ needs. By trying to provide this type of service the company lacks in some other areas that have affected their company. The consequences of their bad judgment have caused pizzas Hut to fall behind and gave the change for their computation to get on the lead by providing the service in a faster and cheaper way. Recently it not only lost customers but have lost money and the franchisees are not very happy with the result and solutions pizzas hut has come up with. The lack of team work has put Pizzas Hut in a situation that is affecting their image. Pizzas Hut needs to solve their issue before it istoo late. Pizzas hut has to work in improving their image with the consumers and also with the franchisees that arenot trust their work or strategies. The object of this New Year is to work on a specific market in order to increase their profits and consumer rating. STRENGHTS One of the strengths about the Pizza Hut its world’s largest restaurant and has a good reputation. It also has a good franchising development that had grown rapidly. After having a delivery service they started having a good sales and it became more profitable and beneficial. The company has so many media partners and has good advertisement that can attract people regardless their...
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...Expansion Pizza Hut came to Pakistan in somewhat the same way it began in America; it was Dan Carney who approached Manzar Riaz with proposition of bringing the chain to Pakistan. Along with its flagship restaurant in Clifton it has three more operational units functioning in Karachi, while one is functioning in Gulberg, Lahore. It is called “RED ROOF”, with seating capacity of 350, which makes it the largest in the sub-continent. Pizza Hut being the first international Franchisee in Pakistan got an over whelming response when we opened up. * There is a strong untapped market across Pakistan for the introduction of Pizzas, Therefore consumers will be attracted towards the introduction of Pizza Hut across Pakistan. * Consumption pattern is more in Karachi Most importantly the food industry is attractive for the entrants, so, Pizza Hut will reap huge benefits out of pursuing this strategy. * Eating out” is the main source of entertainment in Pakistan .Pizza hut is soon to open new outlets in Gawadar port because there is new potential for new market. Have an opportunity to open an outlet in an emerging market * Soon to have outlets at Airport and Port Grand because eating Pizza is a rising trend of Pakistani society. * Pizza Hut has an opportunity to target new segments of class “C” customer base as they are currently targeting “A” and “B” class customers i.e. income groups of 50,000 & above respectively Recommendation Strategy: 1 Pizza Hut should come...
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...Pizza Hut Durand D’Silva Alex Evans Armando Perez Frank Rivero Kevin Speakman Table of Contents Executive Summary 3 Product Place Promotion Pricing Executive Summary Pizza Hut’s headquarters is located in Dallas, Texas. Pizza Hut is a multinational company which operates in the United States, Philippines, Malaysia, and 83 other countries. Overall, Pizza Hut has almost 13,400 restaurants-including 7,800 units in the United States and more than 5,500 outside of the United States. Pizza Hut has built a reputation for excellence that has earned the respects of consumers and industry experts. Pizza Hut is considered a quick service restaurant (QSR) and is a division of Yum Brands! Which operates the fast food restaurants, as well as KFC and Taco Bell. Pizza Hut’s began in 1958 when a couple of entrepreneurs came up with their vision. “Two brothers, mom, and $600 turned into the recipe for the world’s largest pizza company in 1958, when a family friend with the idea of opening a pizza parlor approached two college-age brothers in Kansas.” Pizza Hut is not only the acknowledged leader of the pizza industry worldwide, but it is also amongst the top of the world’s largest pizza chains, with over 12,000 restaurants across a mass variety of countries, employing more than 300,000 people, and serving 1.7 million pizzas every day to more than seven...
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...DECEMBER 2014 INTERNATIONAL MARKETING STRATEGY – PRE-ISSUED CASE STUDY & GUIDELINES Important notes for candidates regarding the pre-prepared case study The case study is designed to assess knowledge and understanding of the International Marketing Strategy syllabus in the context of the relevant case study. The examiners will be marking candidates’ scripts on the basis of the questions set. Candidates are advised to pay particular attention to the mark allocation on the examination paper and to plan their time accordingly. Candidates should acquaint themselves thoroughly with the case study and be prepared to follow closely the instructions given to them on the examination day. Candidates are advised not to waste valuable time collecting unnecessary data. The cases are based upon real-life situations and all the information about the chosen organisation is contained within the case study. As the case represents a real-life situation, anomalies may be found in the information you have before you. Therefore, please state any assumptions you make that are reasonable when answering the questions. Remember, you are going to be tested on your overall understanding of the case issues and your ability to answer the questions that are set in the examination. In order to prepare for the examination, candidates will need to carry out a detailed analysis of the case material ahead of the examination. Candidates will have sufficient time during the examination to answer all the questions...
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...1.1 AN introduction overview TO THE BROAD AREA OF TOPIC This research is based on comparison of Quality service offered by pizza hut and dominos. This research is based on to test the quality of service and comparison between two Pizza Houses. The fast food industries of India is experiencing phenomenal growth and is one of the fastest growing sectors in the country, with the compounded annual growth rates of the market crossing 25%. Further, on the back of changing and busy lifestyle, fast emerging middle class population and surging disposable income, the industry will continue to grow at a pace in coming years. It now accounts for roughly half of all restaurant revenues in the developed countries and continues to expand there and in many other industrial countries in the coming years. But some of most rapid growth is occurring in the developing world; where it's radically changing the way people eat. People buy fast food because it's cheap, easy to prepare, and heavily promoted. This paper aims at providing information about fast food industry, its trend, reason for its emergence and several other factors that are responsible for its growth. This report provides extensive research and rational analysis on the Indian fast food industry and tracks the changing dynamics of the market. It features market performance, key related sectors and competitive landscape of the market. The research study looks into the market condition and future forecasts, and outlines current...
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