Assignment

Best  Marketing Plan of Pizza Hut 

 

1. Executive Summary

This assignment is based on world famous global brand Pizza Hut which is Brands the largest restaurant chain worldwide. Supremacy in market share and power of brand equity are two of the most compelling attributes of the Pizza Hut product. The marketing strategy of Pizza Hut is tied closely to the overall financial and business plan of the company throughout the world. The brand is distinguished from its competitors in three key areas: quality, performance and as a desirable place of employment. The majority of Pizza Hut locations are franchises and joint venture partnerships, with over 12,300 units in 84 countries and territories. This plan outlines a strategy for success, and breaks it down into comprehensible, actionable components that will enable Pizza Hut to implement marketing activities to provide a solid return on asset.

This plan is intended to complement the business plan, but is also a way for company officers to get a lever on the external and internal aspects that will influence the company's success in the Dhaka area. The following issues will help define how the company plans to differentiate the business and product offering from the competition, and illustrate the strategy that will force its business forward.

Opening a franchise company has its joys and perils. With that thought, the shared management experience, and synergy between the goals of the franchisor and the company's purpose will lead to the long-standing success of our franchise.

Introduction

Pizza Hut

Pizza Hut is an USA chain restaurant and global franchise known for Italian-American cuisine including pizza and pasta as well as side desserts and dishes. The company has over 15,000 locations worldwide as of 2015, and is a auxiliary of Yum! Brands, Inc., foremost the world's largest restaurant companies.

Pizza Hut was founded in June 1958 by two students of Wichita State University, brothers Dan and Frank Carney, as a single location in Wichita, Kansas.Before closing in 2015, the oldest constantly working Pizza Hut was in Manhattan, Kansas, in a shopping and tavern district known as Aggieville nearest Kansas State University. The opening Pizza Hut restaurant east of the Mississippi was opened in Athens, by Lawrence Berberick and Gary Meyers, Ohio in 1966.

Pizza Hut's international presence includes Canada and Mexico in North America, subcontinent (not in the Pizza Hut division, but in the Yum! Subcontinent division), Pakistan, India, Bangladesh Australia, , Sweden, Turkey, United Kingdom, Costa Rica, Honduras, Guatemala, El Salvador, Colombia, Peru, Venezuela, Ecuador, and Nicaragua, and its Asian presence includes Qatar, Japan, Thailand, the Philippines, Vietnam, , Malaysia, Indonesia, China (not only in Pizza Hut division, but also in the Yum! China Division), Hong Kong, Myanmar, South Korea, and Macau. Pizza Hut was one of the first USA franchises to open in Iraq.

The company declared a rebrand to begin on November 19, 2014. The rebrand is the effect of an attempt to boost sales, which dropped in the previous two years. The menu will be extended to introduce various items such as outside flavors and eleven new specialty pies. Work uniforms for employees were also refreshed.

                                                                                                     

Agreement at Pizza Hut proposes franchisee the monetary control of owning their own business combined with support of a historically winning company. Pizza Hut offers their franchisees the know-how; guiding, systems and a set of departmental experts eager to assist drive their business. Its innovation through new product development and leading systems and processes becomes the greatest advantage of the franchisee. 

Pizza Hut’s well-built franchise partnership provides franchisees self-belief to re-invest in their amenities and grow the brand. Pizza Hut is well recognized for its great flavoring pizza, vast advertising and first rank franchisees. Pizza Hut works harder for their franchise partners and the hard work of its franchisees makes for a successful combination to continue as an icon in the Bangladesh pizza market.

Business Established:

Pizza Hut began in the US in 1958, over 50 years ago.

Franchising Commenced:

Pizza Hut began franchising in the US in 1959, and in Bangladesh, it started franchising in 2003.

Training Provided:

Franchisees undertake an extensive 8 week training program including theory and practical elements primarily based with one of our Franchise Partners in a Franchise Training store. The training is considered to provide a full understanding of store operations, store financials, local store marketing and training in addition to brand specific systems and tools that underpin in-store operations.

Marketing Support:

The marketing team of Pizza Hut is responsible for Pizza Hut’s national as well as international advertising. The advertising strategy including: TV commercials (both Free to Air and Pay TV), Radio, Digital (on-line & iPhone), Point of Sale material, leafleting and new product development. Pizza Hut’s franchise partners are encouraged & supported to engage in Local Store Marketing activities that complement the national strategy.

Current Market Situation

The Pizza Hut is a chain restaurant, which has business operation globally. This chain restaurant category is budding hurriedly, as community adjusts to paying a little more than they would for typical fast food. While the separation between traditional fast food and chain restaurants may be transparent to most consumers, there has been a conscious shift in purchasing towards chain restaurants that provide innovative menus and a selection of custom or customizable menu items. All chain restaurants in Bangladesh offer some level of food customization as well.

Dhaka is a young market for chain restaurant. Fast Foods have left their mark on the city, yet the choices remain limited to the major national chains. The Pizza Hut will bring new lunch choices to the Dhaka market.

Market Description

The market consists of downtown employees, students from different private universities, schools and colleges, weekend shoppers, and casual people willing to have some lunch outside their home. Over thousands of foreigner visit Dhaka each year. These foreign tourists or visitors are also a major customer of Pizza Hut.

There are more than 10,000,000 people living and working in Dhaka. If just 5% of those people buy The Pizza Hut pizzas twice a month, the company will sell around 1,000,000 to that market alone. Add that amount to 20% of all tourists to the Dhaka area, and those two parts single-handedly will buy 138,000 serving of food.

In addition, demographics have moved in recent years from conventional households (children and parents) to more non-traditional households; as a result, many adults feel they have less leisure time.  Valued consumers’ in rank that they are eating out more frequently in order to free up time normally spent catering, and uses that time to get pleasure from their families and to take advantage of other leisure activities.

Our marketing efforts will focus on the following groups of people:

Downtown Employees: This group is the second largest group of customers.

Students: These consist of high school & college students and different private university students.        

Weekend shoppers: This group includes people who travel from other areas to the nearby shopping malls of Pizza Hut outlets.

Casual out goers: This group mainly includes young people who often go outside just to have some meals or snacks.