MARKETING PROCESS OF PIZZA HUT

1. Understand the Marketing Place, Needs, Wants & Demands
2. Designing a  Customer Driven Strategies
3. Prepare a Marketing Plan
4. Building Customer Relationship
5. Capture value from customers in return 

 

1. Understand the Market Place,Needs,Wants & Demands:

• Being lover of fine food Italians imported this terrific dish to America.
• They always add something new to their menu, trying to reach new markets.
• They offered many different food items for customers who did not necessarily want pizza.
• They are still using the diversification of their pizza according to culture & people regional values. 
• They offer different varieties of pizza according to customer’s want & purchasing power e.g. The Extreme pizza.    

 

     2.  Designing a Customer Driven Marketing Strategy:

• Their main strategy that they still follow today is the diversification of products they offer. 

• Other strategies followed by pizza hut are C.H.A.M.P.S. & 3 F’s.  

• According to customer’s demand they make their strategies by keeping following points in mind; 

          Which customer they will serve?
          How will they serve these customers? 

  

 

Which customer they will serve?

• They serve their customers on the bases of income level, age through market segmentation.
• Their main segment which they has captured are combination of higher incomes & dual career families.
• Their maximum market segment is younger generation ranges from 12-30.

How will they serve these customers?

         They fulfill their customer’s demand through;

          

• Value proposition
• Positioning
• Unique selling proposition (USP) 

     3.  Prepare a Marketing Plan:

         

         They develop best product with the resources available.

         Their marketing plan is comprises on 4P’s;

         Product

         Price

         Place

         Promotion 

      4.  Building Customer Relationship:

They build strong relationship with customer by offering them best pizza and they create customer delight through;

• Customer Relationship Management (CRM)
• Partnership Relationship Management (PRM) 

Customer Relationship Management (CRM):

• In 1995 they began two customer satisfaction program;

1-800 customer hot line & a customer call back program.

They’ve full service restaurant as well as delivery services.

• Crewmember at pizza hut strive each day to provide ‘customer mania’.
• They also offer two products within single price. 

  

Partnership Relationship Management (PRM):

• They’ve inside & outside partners e.g customers, competitors, suppliers.
• Functional department corporate & focus on an area such as marketing, HR.
• In 1977 Pepsi co bought pizza hut & 1982 they stared joint venture with Whitbread.
• In 2006 Whitbread sold their share of joint venture to YUM! Brands Inc. Pizza hut UK Ltd was now 100% owned by Yum!

 

     5.  Capture Value from Customer in Returns:

• Pizza hut is committed to providing uncompromising product quality offering customers the highest value for money & giving service that is warm, friendly & personal.
• They also follow social factors to maintain their image through corporate social responsibility.