Introduction

India is a worlds second largest food producer and can be double

the food production in next 10 year. A guide to food and beverage
business would typically involve setting, opening and operating a
fast food shop or bar or mini restaurant. These eating places
popularizing every day round the globe. The fast food and
beverage industry is one of the fastest growing sectors in India
today. The total income generated by the food and beverages
industry in the fourth quarter of 2008 amounted to R8387,3
million. This was an increase of 7.4% (R5760 million) compared
with the fourth quarter of 2007. This sector really has a lot of
responsibility towards the economy.
Amongst the fast food and beverage industry Pizza market is one
of the upcoming sectors which are really showing the graph
towards upwards. During the 90s there is a trend of globalization
and liberalization wherein Indian consumer was exposed to the
western world and he was ready to experiment with cuisine. At this
point of time pizza market of the country was in infancy. Though
the market potential for this category was very high, only a few
regional fast food restaurant supplied pizzas to the consumer at

local level. But at present the pizza market is in its growth period
with lots of brand competiting at the national level to grab the
sizeable chunk of this big cake.

The organised pizza market, which comprises MNC chains

and big brands is worth Rs 700 crore (Rs 7 billion) and is
growing at a rate of 30 per cent annually. Innovation and
localizations are the key to growth in the pizza industry.
"Pizza is being projected as a complete meal and in near
future, it is going to redefine the whole dining experience.
Pizza market is growing because of changing life styles and
eating habits. Acceptance of Pizza as a meal is an emerging
trend in recent years.
With aggressive communication strategy, restaurant chains
have been able to increase the industry size by generating
demand. Already pizza chains have moved ahead from just
pizza to add other Indian dishes like masala chicken,
lemonade, kulfi and mango ice-cream. The pizza too has
been Indianised, the crust is Italian, but the toppings are
essentially Indian. The whole idea is to give familiar tastes
and toppings: Indians relate more to Kebabs, Chicken or
Paneer Tikka toppings than Pepperoni. People there are
now more open to trying new products.
According to estimates, total pizza industry is worth about
Rs 2000 crores (Rs 20 billion) and is showing compounded
annual growth of 20-25%. The MNC players in the market
include Dominos, which is exclusively in deliveries, Pizza

Hutt -- which is present in dine-in, take always and

deliveries.
Third player which has just entered India in big way is
Papa Johns. Others are Debonair's Pizza, Pizza Express.
Among the Indian pizza chains is Pizza Corner and Nirulas.
Another entrant in this list is Vierra Pizza which has just
opened their outlet to India.
However, key factors which will drive future growth in the
market are franchisee-franchiser relationship, lack of
trained manpower, high attrition rate, lack of quality
suppliers and threat from the unorganized sector.

Pizza History
About pizza, some would tell you Italy. Thats wrong. What
you know as pizza came into vogue around the time of Napoleon
and the French revolution. Italians known to be lover of the fine
foods and wines perfected and imported this terrific dish to
America.
The foundations for Pizza were originally laid by the early Greeks
who first baked large, round and flat breads which they "anointed
with oil, herbs, spices and Dates." Tomatoes were not discovered at
that time or, very likely, they would have used them as we do today.
Eventually the idea of flat bread found its way to Italy where, in the
18th century, the flat breads called "Pizzas", were sold on the
streets and in the markets. From here it quickly endeared itself to
mass production and re-export to the rest of the world.

History of Pizza Hut

The history of Pizza hut began when in 1958, Frank and
Dan Carney had an idea for a great local pizza restaurant in
Wichita Kansas. The small 25 seat restaurant only had
room for 9 letters on the signthe building looked like a
hutso 'Pizza Hut' was born!
Fifteen years later, we opened the first UK restaurant and
since then we've become the biggest Pizza Company on the
planet!
1958 Frank and Dan Carney open the first Pizza Hut in
Wichita, Kansas.
1972 1000 restaurants are open throughout the USA
1973 Pizza Hut went international with restaurants in
Japan, Canada & England. The first UK Pizza Hut opened
in Islington, London.
1977 PepsiCo bought Pizza Hut.
1980 Pan Pizza was introduced.
1982 The UK joint venture started between PepsiCo and
Whitbread.
1984 Over 50 restaurants so far in the UK

1986 By now, there were 100 restaurants in the UK and

5000 world wide.
1987 An average of one restaurant opened each week in the
UK.
1988 The UK's first delivery unit was opened in Kingsbury,
London.
1989 The first restaurant was converted into a Restaurant
based Delivery store.
1990 Pizza Hut warmed the cold shores of Russia. In the
UK there were now 200
restaurants.
1992 There were 9,000 restaurants in 84 countries.
1993 There were 300 restaurants and delivery stores in the
UK.
1994 10,000 Pizza Huts were open for business.
1995 Stuffed Crust was launched in the UK.
1997 PepsiCo decided to focus on their drinks business. As
a result, Tricon restaurant was born, creating the largest
restaurant brand in the World. Tricon became the partner
company with Whitbread. The Sicilian Pizza was launched
in the UK, where there were 277 restaurants and 100
delivery stores.
1998 Pan Pizza was relaunched as Grand Pan.

1999 Pizza Hut had over 400 restaurants, employing 14000

people. The Italian Pizza was launched in the UK
2000 Pizza Hut introduced The Edge, a thin pizza with
toppings all the way round the edge.
2001 Pizza Hut began a franchising programme with its
delivery stores.
2002 Tricon Global became YUM! Brands Inc. The Quad
Pizza was launched in the UK, as Pizza Hut opens its 500th
restaurant. A & W and Long John Silver's join the Yum
brand.
2003 500 restaurants were now open throughout the UK,
employing over 20,000 people.
2004 Pizza Hut launched The Big New Yorker.
2005 The 4forALL was launched. Over 600 restaurants
were open in the UK, 70 of them as Franchise unit.
2006 Whitbread sold their share of the joint venture to
Yum! Brands Inc. Pizza Hut UK Ltd was now 100% owned
by Yum! Cheesy Bites was launched! There were now 697
restaurants in the UK, with 154 stores as a franchise owned
by 61 franchises.
2007 We brought out our Thick n Thin Pizza and began to
re-franchise our dine-in restaurants
2008 We bought Godfather's Pizza in Ireland with 28
stores. We also launched our Pepperoni Stuffed Crust &

Garlic Crust pizzas, larger 4 for ALL and a new range of

Tuscani pastas in the UK.

Pizza Hut Entry into India

Pizza Hut came to India in 1996 with a dine-in restaurant in
Bangalore that had special vegetarian pizzas. Since then it
has captured a dominant and significant share of the pizza
market and has maintained an impressive growth rate of
over 40 per cent per annum. Later opening its first allvegetarian location in the city of Ahmadabad. It now has a
presence in many Indian cities and towns. Pizza Hut's
largest restaurant in Asia is located in Kolkata (Camac
street) Pizza Hut now has 95 outlets across 24 cities in
India; and employed nearly 4,000 people by end of 2004.
Yum! has invested about US$ 25 million in India so far;
this is over and above investments made by franchisees.

Objective
The objective of the study is as follows:
1) To identify marketing strategies of Pizza Hut
2) To identify the target audience of Pizza hut
3) To compare the marketing strategies of Pizza Hut
and Dominos
4) To contrast the strategies of these two organizations
5) To understand the distribution channel of Pizza Hut
6) To understand effect of marketing strategy on profit
Proposed Methodology
In order to analyze the marketing strategy, this project
will investigate the different market strategies of Pizza Hut.
The project work would be as explorative, descriptive, and
analytical type as the objective of study demands. Market
research will be performed. It follows a certain sequence of
research action. The marketing research process has the following
steps:
Formulating the problems
Developing objectives of the research
Designing an effective research plan

 Data collection techniques

Evaluating the data and preparing a research report
There are two types of data collection method use in my project
report.
Primary data
Secondary data.
For my project, I decided on primary data collection method to
interview the respondent for observing working of company and
approaching customers directly in the field, campaigning and
through references to know their interest in business with company
in my project.
I decided on Secondary data collection method was used by
referring to various websites, books, magazines, journals and daily
newspapers for collecting information regarding project under
study.

Limitation of the study

Unreliability of secondary data
Unresponsiveness of respondent while collecting
Primary data

Project scope and Timeline

The Study will attempt to identify strategies which would
be helpful for formulating suitable strategy. In order to
complete this project, we will follow the schedule below:
Synopsis:
Initial report submitted:
Final report drafted:
Final report submitted:

May 28
June 5
June 15
June 20 References

Pizza Hut, Bhopal

Marketing Management Book, Philip Kotler
Business Research Methodology Book, J.K.
Sachdeva
Google Search Engine
www.definitions.com
www.answers.com
www.about.com
www.wikipedia.org
www.pizzahut.com
www.Pizzahut.co.in
www.youtube.com