Premium Essay

Pizza Hut Marketing Strategy

In: Business and Management

Submitted By somak
Words 7970
Pages 32
Table of Contents
1. INTRODUCTION 2
2. SEGMENTATION AND TARGETING 2
2.1. GEOGRAPHIC SEGMENTATION 2
2.2. DEMOGRAPHIC SEGMENTATION 3
2.3. PSYCHOGRAPHIC SEGMENTATION 4
2.4. BEHAVIORAL SEGMENTATION 6
3. POSITIONING 7
3.1. VALUE PROPOSITION OF PHD OUTLETS 8
3.4. COMMUNICATING ON POPS AND PODS 8
4. DIFFERENTIATION 9
5. BRANDING AND BRAND EQUITY 10
5.1. BRAND AWARENESS 10
5.2. BRAND ASSOCIATION 10
5.3. BRAND LOYALTY 11
5.4. BRAND ASSET VALUATOR 12
6. MARKETING MIX 13
6.1. PRODUCT AND SERVICE 13
6.2. PRICING 16
6.3. PROMOTIONS 21
6.4. PLACE 24
6.5. PEOPLE 25
6.6. PROCESS 26
6.7. PHYSICAL EVIDENCE 26
7. CUSTOMER ACQUISITION AND RETENTION 27
7.1. CUSTOMER ACQUISITION 27
7.2. CUSTOMER RETENTION 29
8. REFERENCES 31

1. Introduction
2. Segmentation and Targeting
To begin with, we segmented the market place into different categories broadly based on three consumer characteristics. The classification becomes more specific as we go deeper into the categories.
2.1. Geographic Segmentation
The first step of classification is based on geography. We have broadly classified our target customers as belonging to 2 groups on the basis of population as recommend by the Sixth Central Pay Commission of India in 2008.
• Tier I cities: Population more than 4 million
Bangalore, Chennai, Delhi, Hyderabad, Kolkata, Mumbai
• Tier II cities: Population between 1 million to 4 million
Pune, Jaipur, Chandigarh, Calicut etc.
The reason behind focusing on these two segments is that people in these cities have higher disposable income and are willing to spend more on non-essential goods. India currently has 42 cities with population over 1 million (Tier I + Tier II) which is expected to reach 68 in 2030. Tier-II cities are with people who are mostly Urban Strivers or Affluencers trying to constantly improve their standard of living. Also, the annual income of people...

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