Product which I choose
PRESENTED BY :
Hammad Tariq
BEM / 861
Fall 1 2007
Institute of Business & Technology (Biztek)
“THROUGH THE STRENGTH OF OUR HERITAGE ,OUR CULTURE, OUR PEOPLE AND FRANCHISES, WE LOOK FORWARDTO EVEN MORE SUCCESS IN DECADES AHEAD.”
VISION STATEMENT
“To own majority shares of both the casual dine in and delivery sectors in Pakistan and to become the
industry leaders through customer mania.”
MISSION STATEMENT
“To be the first choice among restaurants and delivering brands by developing our
people capability to deliver maniacal service, product quality, 100% customer
satisfaction, innovation and building great look and feel restaurants to provide
attractive returns to our stake holders.”
Fun facts
Pizza Hut serves more than 1.7 million pizzas every day, to approximately 4 million customers worldwide.
Pizza Hut is the world's largest pizza restaurant chain, with nearly 12,000 restaurants,
Delivery-carry out in more than 86 countries.
It employs more than 240,000 people worldwide.
Pizza Hut uses 2.5 percent of all the milk (over 3.2 billion pounds) produced in the U.S. every year for cheese.
There are 4.2 billion pizza purchases made every year, which equates to 11.5 million purchases every day. Half of these purchases are done on Friday and Saturday.
Products of Pizza Hut Pizza hut provides a combination of products according to the need of local and foreign customers. These poducts are:
Pan PizzaStuffed Crust PizzaHand-TossedThin 'N CrispyMore4ALLCheesy Twisted Crust
Other food itemsCalzones ("P'zones"), Buffalo wings, Pasta,Breadsticks,Cinnamon sticks,Mozzarella sticks,Jalapeño poppers.Soft drinks PepsiSalad barLunch buffet
COMPETITORS
The main competitors of pizza hut are the following, these competitors are local as well as multinational:
Pizza NextPizza ExpressPizza Expert Papa John’sDomino
Market ShareMarket Share
Pizza Hut90%
Pizza Next5%
Domino3%
Papa John's2%
MARKET SHARE:
This following graph shows that currently Pizza Hut has maximum shares in the target market.
They have 90% shares and people prefer pizza hut because of its quality and service provide by their staff.
Who is the Franchiser ?Who is the Franchiser ?
Yum Brand Inc. Yum Brand Inc.
It’s the pizza everyone eats backwards!
The pizza has a ring of cheese baked into the crust for more cheese in every slice.
One of the most successful new products ever at Pizza Hut,
Stuffed Crust Pizza was launched in 1995 in USA.
This new product by Pizza Hut that has been launched in last Ramadan in Pakistani market.
It’s a hand tossed crust.
Stuffed crust pizza available in different tastes.
HOW THIS CONCEPT HAS BEEN RAISED?
This idea is generated as a result of a lot of market research
They analyzed that most of the people eat the upper part of the pizza and leave the remaining back side
Introduced a stuffed pizza that can easily eat by the young as well as old people.
Launched this product in Pakistan during last “Ramadan”,
They introduce the promotion in a way that buy 2 pizzas and get 1 free
After that they introduce this Pizza in Pakistan but in remaining world this pizza is not a new concept.
TYPES OF STUFFED CRUST PIZZA
Most of the following types of Stuffed Pizza is according to the needs and wants of local customer requirements. All these following Pizzas are available with a back of delicious cheese.
•Chicken Feast
•Chicken Tikka
•Chicken Fajita
•Fajita Sicilian
•The Euro
•Chicken Tandoori
Beefy Treats
•BBQ Beef
•Meat Lovers
•Hot and Spicy
•Beef Tandoori
Supremes
•Super Supremes
•Supreme
•Chicken supreme
Classic Pizza
Cheese Lovers
Veggie Lovers
Splitzza
Nutritional facts
A slice of “Stuffed Crust Pizza” contains calories starting from 310 to 400 subject to different flavors and type of “Stuffed Crust Pizza”.The following facts are of beef “Stuffed Crust Pizza”
Strengths
Company’s image
Quality and hygiene product
Unique pizza with cheese
Brand acceptance
Effective distribution network
Online order
Varity of tastes available
Chicken feast,Beefy treats,Supremes,Classic pizza,Splitzza
Little competitor
WeaknessesImport duty
Competitions
High prices
Customer’s loyalty towards Pan pizza
Only large size available
Taste of Cheese
ThreatsThreat of upcoming competition
Lowering tariffs on franchising and licensing
Acceptance of low price local brands
Opportunities
Economic component
Expansion opportunity
Demands of different tastes
Awareness increases
MARKET ANALYSIS
TARGET MARKET
COMPETITOR ANALYSIS
TARGET MARKET
The population of Karachi is estimated at 13.5 million, which is growing annually at around 5%
Their target market is the 10% of the total Karachi population which is 150,000
Target market of stuffed crust pizza can be based on two demographic factors:
•Income (high & medium Classes)
•Age
COMPETITOR ANALYSIS:
1. Stuffed Crust Pizza is not facing direct competition because of its uniqueness.
2. Other pizza restaurants don’t have this cheese taste, that’s why at yet there is no competitor of stuffed Crust pizza.
3. Their USP (unique selling point) is the ring of soft and delicious cheese stuffed into the crust
MARKETING OBJECTIVES
•SALES
•PROFITS
•QUALITY
•DISTRIBUTION
MARKETING STRATEGIES
Following are the strategies that Pizza Hut has adopted to increase their sales and profit margin, as well to increase there market shares for gaining competitive advantages.
•CONSUMER BEHAVIOR PLAN
•MARKET SEGMENTATION
•POSITIONING
•PROMOTION
CURRENT ADVERTISING CAMPAIGN
Advertising Strategies:
For advertising of Stuffed Crust Pizza, they use several sources:
BrushersBillboardsElectronic MediaPrint MediaInternet
TECHNICAL ANALYSIS
1.Technical risks
One risk might be that people do not like the taste of cheese.
They want to replace cheese with Mayonnaise.
2. Legal and safety issues
3. Production
MARKETING MIX
1. PRODUCT/ SERVICE
There are several categories of stuffed Crust pizza, such as:
• Chicken feat, • Beefy Treats,• Supremes,• Classic Pizza ,• Splitzza
2. PRICE
Stuffed crust pizza is priced as:
• Chicken feast Rs: 595-615/-
• Beefy treats Rs: 595-615/-
• Supremes Rs: 615-685/-
• Classic pizza Rs: 595/-
• Splitzza Rs: 615/-
3. PLACEMENT
Distribution objective is to achieve maximum territorial coverage as well as the volume in order to meet sales and profitability objective
They have a vast distribution channel for their stuffed crust pizza
Head Office TO Outlets TO Costumers
4. PROMOTION
“The fourth marketing mix tool stands for the various characteristics the company undertakes to communicate and promote to the target markets”
Different promotional strategies used are mentioned below in the promotion of Stuffed Crust Pizza.
•If you buy 2 Stuffed Crust Pizza get 1 free.
• Mid night deals: from 12.00 AM get discount on buying of Stuffed Crust pizza.
OBJECTIVE
The main objective is to increase the market share by 15% by the end of the fiscal year 2006-7.
STRATEGIES
•Convert the other fast food users into pizza users.
•To induce trial by loyal pizza users of other competing products
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