RETAIL MARKETING PROJECT

DONE BY.10/UCMA/556

CONTENTS:
#letter # Introduction # History of Pizza hut # Marketing mix of pizza hut # Process of marketing # Conclusion #Acknowledgement

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 effective merchandising strategies, shopping and consumer behavior, branding and advertising. Retail marketing is especially important to small retailers trying to compete against large chain stores.

History and Development of Pizza hut:

Thelegacy of Pizza Hut began in 1958, when two college students from Wichita, Kansas, Frank and Dan Carney, were approached by a family friend with the idea of opening a pizza parlor. Although the concept was relatively new to many Americans at that time, the brothers quickly saw the potential of this new enterprise.After borrowing $600 from their mother, they purchased some second-hand equipment and rented a small 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 Restaurant Business, 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.

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 Pizza Hut'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.

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 under the 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.

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 of Chain 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

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 largest opening 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, about 7,000 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

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 in Mexico 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

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

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 the Stuffed 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 in the pre-game advertising for Super Bowl XXXIII.

PIZZA HUT IN INDIA

Pizza 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) North Devyani Pvt. Ltd.

(2) West Dodsal Corporation Pvt. Ltd. (3) South Pizzeria (4) East Favourite Foods Pvt. Ltd.

MOST PREFERABLE PIZZA IN INDIA

In 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.

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 the customers. 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.

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:

The Heart Attack Grill may be making news for sending 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-over as 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
Veg Kebabs with Cheese

315

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

385

Veggie Fortune
Veg Kebabs with Tomato, Green Capsicum, Sweet Corn, Onion, Lebanese Sprinkle and Cheese

445

Veggie Grand
Veg Kebabs with Mushroom, Green Capsicum, Onion, Sweet Corn, Red Paprika, Black Olives and Cheese

495

Delicious Non Veg Pizzas with Chicken Kebabs made from spicy Mediterranean chicken, fresh mint and cumin, topped with hot pepper sauce around your favourite toppings at the center.
Serves 2-3

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

415

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

475

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

525

VEGETARIAN

Personal Medium Serves: (1) (2)

Margherita
A classic cheese pizza.

Family (4)
380

100

215

Simply Veg
Tomatoes, onions and cheese.

145

295

475

Spicy Veggie
Tomatoes, crispy onions, green chillies and cheese.

145

295

475

Veggie Crunch

145

295

475

Onions, capsicum and cheese.

Double Cheese
Cheese pizza, topped with extra cheese.

145

295

475

Personal Medium Family Serves: (1) (2) (4)

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

Veggie Lovers
Mushrooms, onions, tomatoes, capsicum and cheese.

195

365

545

195

365

545

Exotica
Red and green capsicum, baby corn, olives, spicy jalapeos and cheese.

235

415

615

Veggie Supreme
Mushrooms, capsicum, onions, baby corn, tomatoes, olives and cheese.

235

415

615

Paneer El Rancho
Cajun-spiced paneer, black olives, corn, capsicum, onions and cheese.

235

415

615

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

195

365

545

Paneer Makhani

195

365

545

Paneer, capsicum, onion, and red paprika.

BEVERAGES OF PIZZAHUT:

MOCKTAILS

Very Berry Daiquiri

Chilled drink with strawberry flavour and blended ice.

85

Orange Strawberry Spritzer

Refreshing orange fizzy drink with a hint of strawberry.

85

Mango Delight
Delicious mango juice and passion fruit mocktail

85 SHAKES & COLD COFFEES 85 Mango Banana Smoothie 85

A smoothie of mangoes and bananas, delightfully blended with yoghurt

Passion Fruit
Passion fruit and soda mocktail with a slice of orange.

109

Ginger Lime Cooler

A sparkling fusion of tangy lime and a hint of ginger.

Mocha Cold Coffee

Chilled mocha flavoured coffee topped with whipped cream.

109

Mango Mint Margarita

Exotic frozen Margarita blended with mango and mint for a tropical twist

85 Strawberry Romance
Juicy strawberries blened with milk and crushed ice, topped with whipped cream and a drizzle of chocolate.
Glass Pitcher

109

Grape Sangria Cooler

Flavourful Spanish drink with fresh fruits..

85 289

Caribbean Choco Shake

Our signature indulgent dessert drink with chocolate ice-cream and coconut flavour topped with whipped cream.

109

MOJITOS

FRESH LIME & LEMONADES Fresh Lime

Prepared with water or soda Available as Sweet, Salted or Mixed.

69

Lemonade

Glass Pitcher

69 199 79

Masala Lemonade

Glass

Pitcher

240

FRESHLY BREWED ICED TEAS Peach Lemon

Glass Pitcher

79 79 240

HOT TEAS

Our selection of 4 refreshing brews: Earl Grey, Green, Lemon, and Assam
Green Apple 85 AERATED DRINKS
Glass Pitcher

55

Orange

85

59 195

Mango

85

Mojito Blast

85

Frozen mojito with a rush of lemon & fresh mint leaves.

SOUPS:

SOUPS VEGETARIAN Tomato Minestrone

A thick Italian tomato-basedsoup made with fresh vegetables and macroni.

69

Tomato 'n' Basil

Rich and tangy tomato soup with basil and garlic croutons.

69

Cream of Mushroom
Creamy mushroom soup simmered with vegetables and parsley.

69

SALADS Just Got Bigger! VEGETARIAN Fresh Garden

Exotic vegetables-corn, broccoli, cherry tomatoes, pickled cucumbers, carrots, lettuce, bell peppers and red cabbage tossed in an Italian herb dressing and topped with garlic croutons, pico de gallo and a sprinkle of parsley.

129

Pasta Mint NON-VEGETARIAN Cream of Chicken

Creamy chicken soup simmered with vegetables and chunks of chicken. Macaroni salad with mint, pineapple, black olives, cherry tomatoes lettuce and bell peppers, tossed in an Italian herb dressing.

129

79 NON-VEGETARIAN 159

Classic Caesar
Fresh lettuce and grilled chicken, tossed in a delicate Caesar dressing and garnished with Parmesan cheese, garlic and basil croutons and chopped parsley

Cheesy Veg Blast

Lasagna with spinach, ricotta, mozzarella, corn and mushrooms, topped with a delicious white sauce and garnished with parmesan, chilly flakes and parsley

Vegetarian

319

Pizza Hut Chicken Bonanza

Our version of the classic Lasagna Bolognese. Stuffed with minced chicken n herbs,topped with a delicious white sauce and garnished with parmesan, tomatoes and parsley

Non Vegetarian

349

Best of Both Worlds Fusilli

Spiral pasta with a medley of tomato and white creamsauce,zucchini, bell peppers and mushroom

Vegetarian

Grilled Chicken

279

309

Pizza Hut Say Cheese! Fusilli

Spiral Pasta with a classic cheesy white sauce, mushrooms and bell peppers

Vegetarian

Grilled Chicken

279

309

Creamy Tomato Penne

Tube shaped pasta with tomato flavoured creamy sauce, tossed with zucchini and babycorn

Vegetarian

Grilled Chicken

119

149

Spicy Tomato Fusilli

Spiral pasta with paprika spiced tangy tomato sauce

Vegetarian

Grilled Chicken

139

169

Go Italia! Spaghetti
Noodle pasta, lightly tossed with olive oil, parmesan cheese, mushroom, baby corn, zucchini, parsley, garlic and bell peppers. Our version of the classic Aglio Olio

Vegetarian

Chicken Ham

179

209

Arrabbiata Penne
Flavourful, tangy tomato sauce with black olives, tossed with tube shaped pasta

Vegetarian

Chicken Ham

179

209

Creamy Mushroom Fettuccini

Flat noodle pasta with a rich creamy mushroom sauce flavoured with garlic and parsley

Vegetarian

229

Go Green! Fusilli
Spiral pasta tossed with a classic Pesto cream sauce, flavoured with basil, bell peppers, baby corn and zucchini

Vegetarian

Chicken Ham

229

259

Creamy Spinach 'n' Mushroom Fettuccini

Flat noodle pasta with a creamy white sauce with mushrooms and fresh spinach

Vegetarian

229

Banoffee Pie
A divine combination of caramel and banana.

99

Classic Tiramisu
Layered cheesecake enthused with coffee and sprinkled with cocoa.

99

Mini Mousse Shots

These might be mini but they sure pack a punch for the sweet tooth. Strawberry - 55 Chocolate - 55 Butterscotch - 55 Assorted 3 Favours - 129

Cheesecake Rolls
Creamy warm cheesecake tortilla rolls with chocolate sauce.

109

Mini Cheesecake Platter

For those who don't believe in choosing, here's a delicious offering of chocolate, caramel and black current slice.

149

Choco Chip Cookie Sundae

Warm jumbo cookie with 2 scoops of ice cream.

129 Ebony 'n' Ivory

A warm chocolate cake with vanilla ice-cream and chocolate sauce.

119

Classic Vanilla Romance Chocoholic Symphony

59 59

PRICE:

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 inform potential 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

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

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 culinary treat 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 pastas spice 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

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 dinein 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 brand preference 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 by competitors. 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

 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 to of a new outlet, there is a press launch.

Place:
Place includes the various activities that the company undertakes 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 companys offering 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 offering best 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

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 the differentiating 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.

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 or a 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

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, research instruments, 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

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 by eliminating. 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 questions presented 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

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-Probability Techniques 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

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.

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)