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PIZZA HUT v/s PIZZA CORNER

HISTORY
 

   

  

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. 1977 - PepsiCo bought Pizza Hut 1982 - JV between PepsiCo and Whitbread 1997 - Pepsi Moved aside for Drinks and Tricon Global Came into motion 2002 - Tricon Global became YUM! Brands Inc. 2006 WB sold their share of the JV to Yum! 2008 - Bought Godfather's Pizza in Ireland with 28 stores

INTRODUCTION
        

Type: Founded: Headquarter: Founder: CEO: Slogan: Employees : Parent: Website:

Wholly owned Subsidiary Wichita, Kansas, USA, 1958 Addison, Texas, USA Dan and Frank Carney David C. Novak NOW YOU ARE EATING 300,000+ Yum! Brands since 1997 http://www.pizzahut.com

MISSION
  

To be the best pizza for every pizza occasion Alone we are delicious, Together we are YUM! We are P.E.A.R.L.S
  

PASSION for excellence in Doing everything EXECUTE with positive energy and need ACCOUNTABLE for growth in customer satisfaction RECOGNIZE the achievement of others and have fun doing it LISTEN and more importantly, respond to the voice of the customer

SWOT ANALYSIS

Strengths Weaknesses Opportunities Threats

    

Unmatchable quality & variety Strong brand image Customer satisfaction Hygiene Excellent service

SWOT ANALYSIS

Strengths Weaknesses Opportunities Threats

High price Lack of parking facilities

SWOT ANALYSIS

Strengths Weaknesses Opportunities Threats

   

Growing fast food market Scope for expansion Introduce attractive offers More outlets should be open Ordering online system

SWOT ANALYSIS

Strengths Weaknesses Opportunities Threats

  

Low price point of competitors No take away counters for pizza Instant fast food packers House wives are interested in making pizzas at home

MARKETING STRATEGY


Pizza Huts Says: We want to satisfy our customer by offering them The Best Be C.H.A.M.P.S (Cleanliness, Hospitality, Accuracy, Maintenance, Product quality and Speed) You will Find 3Fs at Pizza Hut ( Fun, Friendly and Familiarity)

SEGMENTATION

The Segments Pizza Hut is Working on : Higher and Middle Income  Dual Career Families  Any Age

TARGETING


Basically anyone and everyone who loves to eat pizzas Age group of 12 to 30 Families

POSITIONING


Pizza hut has done their positioning in the target market by keeping in view two basic factors:  Quality  Frequency Worldwide Pizza Hut has come to become synonymous with the Best pizzas under one roof Crew members customer mania makes the dining experience unique for the customers

MARKETING MIX
Variety: Large Variety of Taste e.g. Cheesy Bites, Stuffed Crust, Hand-Tossed, Thin 'N Crispy, Bigfoot etc Quality: A large number of Market share is with Pizza Hut Only Because of their High Quality Pizza

Product Price Promotion Place

MARKETING MIX

Product Price Promotion Place

Market Skimming Price Strategy Low price for meal and expensive for just one Coupons Worldwide and Gift Card in Developed Countries

MARKETING MIX
Spends approximately Rs 1M-1.2 M on advertising annually using a Media mix Advertising through Bill Boards TV Ads News Papers Personal Selling

Product Price Promotion Place

INTRODUCTION
       

Type : Wholly owned subsidiary Headquarters : Geneva, Switzerland Founder : Fred Mouawad Industry : Fast food Products : Pizza, Pasta Parent : GFA Corporation Slogan : THE PIZZA CORNER WAY Website : pizzacorner.com

PORTFOLIO
Created in 1996 by Global Franchise Architects  Current portfolio :Pizza Corner Coffee World New York Deli The Cream and Fudge Factory


MISSION WOW every Guest by serving an innovative range of delicious high quality pizzas in a fun, friendly, and comfortable environment THE CORE IDEA Great tasting Wholesome food

SWOT ANALYSIS


Strengths Weaknesses Opportunities Threats

    

Good quality & Variety Brand Image Customer Satisfaction Hygiene Excellent Service Exciting offers

SWOT ANALYSIS

Strengths Weaknesses Opportunities Threats

  

Inadequate advertisements Fewer outlets High price Lack of parking facilities

SWOT ANALYSIS

 Strengths Weaknesses Opportunities Threats  

Growing fast food market Scope for expansion Can spread globally

SWOT ANALYSIS

Strengths Weaknesses Opportunities Threats

  

High competition No take away counters for pizza Instant fast food packers House wives are interested in making pizzas at home

MARKETING STRATEGY
Advertising Slogans  The Pizza Corner Way  Experience A Slice of Life  39 minutes or Free  Caring for your health  Food for good  Straight from the heart  Think Different, Think Conizza  Conizza - Pizza in a cone  Portable Pizza

Targeting
  

Children Birthday parties Home delivery

MARKETING MIX
Variety:
Product Price Promotion Place

Soups, Salads, Appetizers, Soups, Calzones, Sandwiches, Pasta, Footizza, Conizza, Pizza, Bakes & Desserts

MARKETING MIX

Product Price Promotion Place

Market Skimming Price Strategy Low price for meal and expensive for just one

MARKETING MIX

Product Price Promotion Place

Advertising through Bill Boards TV Ads News Papers Personal Selling

COMPARISON

PRICING PRODUCT
(Rs) Margherita Garlic Bread Cheese Garlic Bread Extra toppings (Veg) Extra toppings (Non-veg) 65(S), 125(M), 210(L) 49 70 20(S), 30(M), 50(L) 30(S), 40(M), 60(L) (Rs) 90(S), 175(M), 275(L) 35 40 35(S), 45(M), 55(L) 35(S), 45(M), 55(L)

BASIS
Headquarters Head office in India Number of outlets in Chennai First outlet in Chennai Main target group Offers change Stalls Switzerland Bangalore 10 US Mumbai 18

Adyar Children Depends Corporate HCL, CTC, Satyam

Nungambakkam Corporate Every month Citi Centre, Ampa Skywalk

INNOVATIONS on pizzas
Cheesy bites

Stuffed crust

INNOVATIONS on pizzas

Sandwizza

Extended menu

Extended menu

Analysis & interpretation

HOW MANY TIMES DO YOU EAT OUT?

WHICH PLACE DO YOU VISIT REGULARLY?

16% 28% 4% a. O a week b. Twice a week c. O ce a month d. Twice a month 28% 24% e. Others

HOW OFTEN DO YOU VISIT PIZZA HUT & PIZZA CORNER?

16%

8% 16%

a. Once a week b. Once a month c. Twice in a month 0% 20% 20% b. Once a month c. Twice in a month d. Once in every 23 months. 48% e. Once in a year a. Once a week

12%

40%

20%

d. Once in every 23 months. e. Once in a year

DO YOU THINK PIZZA HUT & PIZZA CORNER OFFER ENOUGH VARIETY OF FOOD?

16%
16%

a. Yes b. No
84%

Yes No

84%

DO YOU THINK PIZZA HUT & PIZZA CORNER ARE CONSISTENT IN THEIR FOOD QUALITY WHENEVER YOU GO?

28%

16%
Yes

a. Yes b. No
72%

No

84%

HOW DO YOU FIND THE PRICING OF THE FOOD AT PIZZA HUT & PIZZA CORNER?

16%

12% a. low 20% b. average c. high d. very high

52%

DO YOU LIKE THE AMBIENCE AT PIZZA HUT & PIZZA CORNER?

16% 36% 20% a. Good b. Very Good c. Average d. Bad 28%

ARE YOU SATISFIED WITH THE PARKING FACILITY AT PIZZA HUT & PIZZA CORNER?

8%

Yes No

92%

ARE YOU SATISFIED WITH THE HOME DELIVERY & TAKEAWAY SERVICES OF PIZZA HUT & PIZZA CORNER?

16% Yes No 84%

WHICH BRAND DO YOU PREFER FOR HAVING PIZZAS?

16% 36% 16% a. Pizza Hut b. Pizza Corner c. Dominos d. Anything 32%

SURVEY - CONCLUSION
Pizza Hut is the market leader of pizzas and it has a better market share than Pizza Corner The Ambience of Pizza Hut is better than that of Pizza Corner The preferences of the people for pizzas are more with Pizza Hut The study also shows that Indian customers are not so price sensitive when they get good product, quality and services

OBSERVATIONS
  

 

Targeted on the higher income group who prefer ambience as their core need and food as secondary One can always find Pizza Hut in the posh areas of the city The most unique feature is the Bell which is kept outside every outlet. Customers can ring the bell if they had liked the service and the associates scream Thank you unanimously The customer service in the restaurant is always good Generally everyone finds the taste of the pizzas to be good

OBSERVATIONS


 

The pizzas are slightly priced lower than Pizza Hut and more than the Dominos Not all outlets have good ambience Kids are more attracted to Pizza Corner mainly because of the play area

RECOMMENDATIONS


Try to include low calorie pizzas in the menu Try to include students menu which starts with affordable prices Should come out with more exciting offers

RECOMMENDATIONS


 

Increase advertisements in all media Try to improve the interiors Have to be more consistent in taste Should open more outlets in posh areas

Thank you.