PERSONALITY DEVELOPMENT AND COMMUNICATION SKILLS

A MINOR PROJECT REPORT ON

CUSTOMER SATISFACTION

UNDER THE GUIDANCE OF: Mr. JATIN VAID

SUBMITTED BY: SAHIL DHODI 03314701710

MAHARAJA AGRASEN INSTITUTE OF MANAGEMENT STUDIES (AFFILIATED TO G.G.S.INDRAPRASTHA UNIVERSITY, DELHI) PSP AREA, MAHARAJA AGRASEN CHOWK, SECTOR-22, ROHINI, DELHI-110085 TELEPHONE NO.:011-27881598, 011-66554433 E-MAIL:maharajaagraseninstituteofmanagementstudies@gmail.com

STUDENTS UNDERTAKING

This is to certify that I have completed the project titled A STUDY OF CUSTOMER SATISFACTION TOWARDS PRODUCTS OF PIZZA HUT INC. under the guidance of Mr. Jatin Vaid in partial fulfillment of the requirement for the reward of degree of Bachelor of Business Administration of Maharaja Agrasen Institute of Management Studies, Delhi. This is the original piece of record and I have not submitted it earlier anywhere.

SAHIL DHODI Enrollment No. 03314701710 BBA (G) Semester III, morning, section A

CERTIFICATE

This is to certify that SAHIL DHODI pursuing BBA from Maharaja Agrasen Institute Of Management Studies has completed this file under my supervision and guidance. He has taken care of all necessary aspect and shown interest and utmost sincerity during the completion of project file of PDCS to my full satisfaction.

I certify that the file is up to my expectation and as per the guidelines laid down by Guru Gobind Singh Indraprastha University.

GUIDED BY:

MR. JATIN VAID (MAIMS LECTURER)

ACKNOWLEDGMENT

I would like to covey my thanks to Mr. Jatin Vaid, my project guide, for his help and guidance in completion of my PDCS project file. I would also like to thank most respectable Dr. N.K. Kakkar, respectable Director Sir. Without their motivation and guidance this project might not be possible.

It is only due to their efforts that my project could be completed successfully. This project is to be submitted as a part of practical examination including in BBA curriculum of Guru Gobind Singh Indraprastha University.

Thanking You.

SAHIL DHODI BBA (G) 3rd SEMESTER (MOR.) 03314701710

Table of CONTENTS

Student declaration..i

Certificate from Guide.ii

Acknowledgementiii

Executive Summary..iv

Chapter Schemev

List of Tables.vi

List of Graphsvii

List of Charts.viii

List if Abbreviations, if anyix

Page no.

CHAPTER INTRODUCTION 1.1 Purpose of the study..

1.2 Research Objectives of the study..

1.3 Research Methodology of the study.

1.3.1

Research Design.

1.3.2

Data Collection ..

1.3.3

Limitation .

CHAPTER -2

About the Organization / Company Profile

CHAPTER -3 Findings and Analysis..

CHAPTER -4 Suggestions..

CHAPTER -5 Conclusion and Limitation.. Bibliography Annexures

Miscellaneous Evaluation / Attendance Sheet Schedule for Project Completion.

EXECUTIVE SUMMARY
Pizza Hut is the largest Pizza Restaurant Company in the world. It has 12000 outlets in 90 countries employing more than 3 lakh people. The legacy of Pizza Hut began in 1958. In India there are not much outlets, out of 1086 countries, one of them is India and Pizza Hut has its outlets in 40 cities. This report on Pizza Hut basically spins around how direct marketing is done by Pizza Hut. This report gives an overview of the pizza industry including its competitors i.e. Dominos, Pizza Corner and Pizza Express. Followed by the overview is the history of the Pizza Hut as in how it started and where all it is at present and what has been its progress till now. Survival of the Fittest has always been the punch line for all the competitors, to follow this guideline it is important to have a plethora of information about the competitors strategy which has also been substantiated in this report. The strategies and the ways by which Pizza Hut goes about its Direct Marketing is the cream of this project which includes strategies such as National Pizza Month, Celebration Online and many other promotional schemes. The 4 Ps of marketing i.e. PRODUCT, PRICE, PLACE and PROMOTION. To support the success of Pizza Hut and to identify its strengths and weaknesses SWOT Analysis has been done. To wind up the project the findings and results are based on the questionnaire is analyzed and hence conclusions and suggestions are given.

OBJECTIVES OF THE STUDY

To study how direct marketing is done by PIZZA HUT, to substantiate its efforts to strengthen its Direct Marketing. To study about PIZZA HUT as a brand in India. To know about the long and successful journey of PIZZA HUT. To study the working and functioning of PIZZA HUT in India and the world. To study the taste and preferences of consumers of PIZZA HUT. To study PIZZA HUTs and its competitors strategies.

The research process is carried out according to a designated series of steps, which are required to be taken in a chronological order. Fundamental to the success of any research project is sound research design. It is the framework or plan for a study that guides the collection and analysis of the data. The research design used for this project is explanatory in nature. The major emphasis is on the discovery of ideas. The explanatory study is also used to increase the analyst familiarity with the problem under investigation.

SCOPE OF THE STUDY

i. ii. iii. iv.

The subject matter has been arranged in a Systematic manner, providing all the details and explanations needed. Every effort has been taken by to make the Project report complete in itself. This report has been prepared after an in-depth study of the Companys main areas. This report has been divided into sections and sub-sections for a better understanding.

DATA COLLECTION PRIMARY SOURCE: RETAILERS CONSUMERS DISTRIBUTORS SECONDARY SOURCE: WEBSITES MAGAZINES AND NEWSPAPERS RESEARCH TACTICS QUESTIONNARE PERSONAL DISCUSSION AND INTERVIEW STATISTICAL AND PRESENTATIONS TOOLS USED

PIE DIAGRAMS BAR GRAPHS

PROFILE OF THE COMPANY

TYPE INDUSTRY FOUNDED FOUNDER(S) HEAD QUARTERS KEY PEOPLE

WHOLLY OWNED SUBSIDARY RESTAURANTS WICHITA, KANSAS (1958) DAN AND FRANK CARNEY PLANO,TEXAS,U.S. DAVID C NOVAK, CHAIRMAN SCOTT BERGREN, PRESIDENT TOM CORBETT, BEST CUSTOMER

PRODUCTS

ITALIAN-AMERICAN CUISINE PIZZA, PASTA, DESERTS 30,000+ PEPSICO (1997-1997) YUM! BRANDS (1997-PRESENT)

EMPLOYEES PARENTS

WEBSITE

PIZZAHUT.COM

Pizza Hut (corporately known as Pizza Hut, Inc.) is an American restaurant chain and international franchise that offers different styles of pizza along with side dishes including pasta, Buffalo wings, breadsticks, and garlic bread. Pizza Hut is a subsidiary of Yum! Brands, Inc., the world's largest restaurant company. According to its corporate website, there are more than 6,000 Pizza Hut restaurants in the United States, and more than 5,600 store locations in 94 other countries and territories around the world. Pizza Hut's parent company, Yum!, is the world's largest restaurant company in terms of the number of restaurants with more than 37,000 locations in more than 120 countries and territories and more than one million associates. The Yum! System includes three operating segments: U.S., International and China Division. Outside the United States in 2008, the Yum! System opened more than four new restaurants each day of the year, making it the largest retail developer in the world. For more than 50 years, Pizza Hut has continued to wow audiences with pizza selections including the signature Pan Pizza, Thin 'N Crispy, Veggie Lover's, Meat Lover's, Tuscany Pastas, Wing Street wings and more. Further, all new functioning outlets in India are franchisee owned. Hence, the same arrangement will be followed in the future to ensure growth-oriented results The data written below represent what Pizza Hut is all about and gives a brief Profile of the company: Their main quote: Customers are the reason that we are here

No customers No pizzas Thats the secret ingredient

Their 5 secret principles:

1) 2) 3) 4) 5)

Employees are our secret ingredients. Show your care. Say yes to your customers. Satisfied, capable teams create satisfied customers. Satisfied customers create profit and growth.

PIZZA HUT IS ALL ABOUT: Its all about you and your customers i.e. customer creation and customer retention through customer satisfaction, its all about team spirit, team spirit in order to attain good results. Pizza Hut is split into several different restaurant formats; the original family-style dine-in locations; store front delivery and carry-out locations; and hybrid locations that offer carry-out, delivery, and dine-in options. Many full-size Pizza Hut locations offer Lunch buffet. TRADEMARK: Traditionally, Pizza Hut has been known for its ambiance as much as pizza. Vintage "Red Roof" locations can be found throughout the United States, and quite a few exist in the UK and Australia. Even so, many such locations offer delivery/carryout service. FACT-O-FACTIA: Pizza hut are the world's largest user of cheese, over the course of a summer it is estimated that Pizza hut uses 100 million pounds of cheese. Pizza Hut uses more than 300million pounds of cheese annually. Pizza Hut purchases more than 3 percent of all cheese production in the United States, which requires a herd of about 170,000 dairy cows to produce it. They also use 700.000.000 pounds of pepperoni and 525.000.000pound of tomatoes in one year.

TELEPHONE CALLS:

The employee are not allowed to make or receive personal telephone calls at work unless in an emergency. The restaurant has limited telephone lines, by keeping the telephone occupied, we may be denying customer access to us and he may call the competition instead. THEIR TACTICS: Whenever anybodys thinks about Pizza Hut we want him/her to smile and say YUM!!! They also have a bell outside each store which is to be ringed by customers if they had a great time. It is a sort of good encouragement, a kind of booster for them. WE SUCCEED BECAUSE WE KNOW HOW TO WORK TOGETHER CUSTOMER FOCUS: They listen and respond to the voice of the customer. BELIEF IN PEOPLE: They believe in people, trust in positive intentions, encourage ideas from everyone and actively develop a workforce that is diverse in style and background. RECOGNITION: They find reasons to celebrate the achievements of others and fun doing it. COACHING AND SUPPORT: They coach and support each other. ACCOUNTABILITY: They do what they say are accountable, they act like owners. EXCELLENCE: They take pride in their work and have a passion for excellence. POSITIVE ENERGY: They execute with positive energy and intensity. They hate bureaucracy and all the nonsense that comes with it.

TEAM WORK: They practice team together and team apart. They call themselves:C = CLEANLINESS H = HOSPITALITY A = ACCURACY OF ORDERS M = MAINTAINANCE OF FACILITIES P = PRODUCT QUALITY S = SPEED OF SERVICE HANDLING CUSTOMERS Solve problem before it actually becomes a complaint. Never argue with the customer. Never blame any other crew member. Treat the customer, as you want to be treated. Thank the customer. THEIR PASSION: Smiling investors Smiling employees Smiling customers

HISTORY OF PIZZA HUT

Pizza Hut was founded in 1958 by brothers Dan and Frank Carney in their hometown of Wichita, Kansas. When a friend suggested opening a pizza parlor, they agreed that the idea could prove successful, and they borrowed $600 from their mother to start a business with partner John Bender. Renting a small building at 503 South Bluff in downtown Wichita and purchasing secondhand equipment to make pizzas, the Carneys and Bender opened the first "Pizza Hut" restaurant; on opening night, they gave pizza away to encourage community interest. They chose the name "Pizza Hut" since the sign they purchased only had enough space for nine characters and spaces. Additional restaurants were opened, with the first franchise unit opening in 1959 in Topeka, Kansas. The original Pizza Hut building was later relocated to the Wichita State University campus. In the early 1960s Pizza Hut grew on the strength of aggressive marketing of the pizza restaurant idea. In 1962, the Carney brothers bought out the interest held by Bender, and Robert Chisholm joined the company as treasurer. In 1966, when the number of Pizza Hut franchisee units had grown to 145, a home office was established to coordinate the businesses from Wichita. The franchise network continued to grow through friends and business associates, and by 1964 a unique standardized building appearance and layout was established for franchised and company-owned stores, creating a universal look that customers easily recognized. By 1972, with 314 stores nationwide, Pizza Hut went public on the New York Stock Exchange under the stock ticker symbol NYSE: PIZ. In 1978, Pizza Hut was acquired by PepsiCo, who later also bought KFC and Taco Bell. In 1997, the three restaurant chains were spun off into Tricon, and in 2001 joined with Long John Silver sand A&W Restaurants to become Yum! Brands

Two years later, the first Pizza Hut franchise was opened in Canada. This was followed by the establishment of the International Pizza Hut Franchise Holders Association (IPHFHA). It aimed at acquiring 40 percent of the company's franchise operations, or 120 stores, and adding them to the six outlets wholly owned by Pizza Hut. The acquisitions, however, brought turmoil to the chain. Varied accounting systems used by the previous franchise owners had to be merged into one operating system, a process that took eight months to complete. In the meantime, sales flattened and profits tumbled Turmoil brings new structure in early 1970s In early 1970 Frank Carney decided that the company practice of relying on statistics from its annual report to inform its business strategy was inadequate, and that a more developed, long-term business plan was necessary. The turning point occurred when Pizza Hut went public and began growing at an unprecedented pace. Carney said in 1972, "We about lost control of the operations. Then we figured out that we had to learn how to plan." Pizza Hut's corporate strategy, arrived at after much consultation and boardroom debate, emerged in 1972. Carney would later remark that the process of introducing a management structure did much to convince PepsiCo, Inc., that the pizza chain was worthy of purchase. The corporate strategy's first priority was increasing sales and profits for the chain. Continuing to build a strong financial base for the company to provide adequate financing for growth was the second priority. The strategy also called for adding new restaurants to the chain in emerging and growing markets. In 1970, Pizza Hut opened units in Munich, Germany, and Sydney, Australia. That same year, the chain's 500th restaurant opened, in Nashville, Tennessee. Further acquisitions that year included an 80 percent stake in Ready Italy, a frozen crust maker, and a joint venture, Sunflower Food Processors, formed with Sunflower Beef, Inc. The same year, the menus for all restaurants added sandwiches to the staple "Thin 'n Crispy" pizza offering. In 1971, Pizza Hut became the world's largest pizza chain, according to sales and number of restaurantsthen just more than 1,000 in all. A year later the chain

gained a listing on the New York Stock Exchange. Pizza Hut also achieved, for the first time, a one million dollar sales week in the U.S. market. At the end of 1972, Pizza Hut made its long-anticipated offer of 410,000 shares of common stock to the public. The company expanded by purchasing three restaurant divisions: Taco Kid, Next Door, and the Flaming Steer. In addition, Pizza Hut acquired Franchise Services, Inc., a restaurant supply company, and J & G Food Company, Inc., a food and supplies distributor. The company also added a second distribution center in Peoria, Illinois.

In 1973, Pizza Hut expanded further by opening outlets in Japan and Great Britain. Three years later the chain had more than 100 restaurants outside the United States and two thousand units in its franchise network. The company's 2,000th restaurant was opened in Independence, Missouri. It also established the 35 by 65 meter redroof Pizza Hut restaurant building as the regulation size for all its new establishments. The new construction standard called for free-standing buildings built in a distinctive one-story brick design. The sites seated from 60 to 120 people. Advertising played an increasingly influential role at Pizza Hut at this time, broadening the chain's public profile. Campaigns were run on both a national and local level in the U.S. market. Spending on local advertising increased from $942,000 in 1972 to $3.17 million in 1974.

PepsiCo buys out company in 1977 In 1977 Pizza Hut merged with PepsiCo, becoming a division of the global soft drink and food conglomerate. Sales that year reached $436 million, and a new $10 million dollar headquarters office opened in Wichita. People continued to eat outside their homes, especially as convenience and price-competitiveness in the fast food industry gained importance. The 1980s brought new competitors to Pizza Hut, all challenging its number one position in the pizza restaurant trade, then worth $15 billion in sales annually in the United States alone. While in the 1970s the company's main competitors had been regional chains like Dallas-based Pizza Inn, Denver-based Shakey's, and Phoenixbased Village Inn and Straw Hat, fierce competition in the 1980s brought new entrants into the quick-service pizza category, including Little Caesar's, Domino's Pizza International, and Pizza Express. To raise its profile, Pizza Hut introduced "Pan Pizza" in 1980 throughout its network. The product, with a thicker crust made in deep pans, soon became popular. The success of new additions to Pizza Hut's menu was facilitated by the marketing resources provided by PepsiCo. For example, in 1983 Pizza Hut introduced "Personal Pan Pizza," offering customers a five-minute guarantee that their single-serving pizzas would arrive quickly and steaming hot. The aim was to make a quick, affordable pizza the ideal lunchtime meal. Another addition to the chain's menu was "Hand-Tossed Traditional Pizza," which was introduced in 1988.

Strong growth in late 1980s and early 1990s In 1984 Steven Reinemund was appointed president and chief executive officer of Pizza Hut. He oversaw a period of unprecedented growth for the pizza chain. In 1986 Pizza Hut opened its 5,000th franchise unit, in Dallas, Texas, and began its successful home delivery service. By the 1990s the delivery and carryout business had grown to account for approximately 25 percent of the company's total sales. In 1990 Pizza Hut opened its first restaurant in Moscow. Russians' pizza of choice, "Moskva," a pie topped with sardines, tuna, mackerel, salmon, and onion, became a favorite at the Moscow Pizza Hut. The Moscow location quickly established itself as Pizza Hut's highest volume unit in the world. Restaurants just behind in total volume served were found in France, Hong Kong, Finland, and Britain. Other favorite toppings for pizzas in countries other than the United States included sauerkraut and onion, and spinach, ham, and onion. In Hong Kong corned beef and Canadian bacon were favorites, while Asians and Australians seemed to enjoy various curry pizzas. Competition in the United States was heightened in 1991 when McDonald's, the world's largest hamburger fast food chain, put "McPizza" on its menu in several test markets and even offered home delivery to customers. Despite this effort and the economic recession of the early 1990s, Pizza Hut continued to profit. Company sales at the pizza chain were up ten percent worldwide to $5.3 billion in 1991 as growing health awareness and the popularity of vegetarian lifestyles had prompted many people to reconsider pizza as a nutritious alternative to greasy fast food fare. Pizza Hut Delivery, the home delivery operation, provided $1.2 billion in sales alone, and overall Pizza Hut sales, added to those of PepsiCo subsidiaries Taco Bell and KFC (formerly Kentucky Fried Chicken), gave the parent company more than $21 billion in sales that year on its restaurant and fast food side. In the early 1990s Pizza Hut was concerned with making itself more accessible. Drive-through units were added for customers' convenience, and Pizza Hut Express units were being developed. The Express unit originated in shopping malls, where it provided customers with fast food at affordable prices made possible by lower operating overheads. Since that time, Pizza Hut positioned Express units in school cafeterias, sports arenas, office buildings, and major airports. The company saw nontraditional locations as the fastest-growing sector of its operations in the first half of the 1990s.

PepsiCo's corporate sponsorship of Pizza Hut included funding the Book It! National Reading Incentive Program, which encouraged higher literacy rates among young people. The reward for better reading ability was free pizza at any Pizza Hut. In 1992, the Book It! program involved more than 17 million students in North America alone, and Pizza Hut received letters of endorsement that year from President George Bush and Secretary of Education Lamar Alexander. PepsiCo took advantage of global change following the end of the Cold War, expanding Pizza Hut into new and emerging markets. In 1991 PepsiCo had restaurant outlets in 80 countries worldwide. Wayne Calloway, chairman of PepsiCo, indicated he wished to see continued growth with the approach of the 21st century. He commented, "The major question for international restaurant growth is, 'How fast can we get there?' A steadily growing interest in eating away from home and the continued gravitation to convenience foods are creating an atmosphere of excitement for our restaurants." Pizza Hut restaurants had spread to 90 countries by 1997.

Declining profits in mid-1990s In 1994 several changes resulted in the company's first decline in operating profits in 15 years. The pizza market was no longer growing; fast food rivals cut prices; and investment in new outlets was draining corporate resources. PepsiCo's restaurant division saw sales in restaurants open at least one year fall six percent in 1994, contributing to a drop in profits of 21 percent (to $295 million). In an effort to change this disturbing direction, Roger A. Enrico moved from PepsiCo's beverage and snack food divisions to head the restaurant division in 1994. His first move was to heavily promote a new product: stuffed crust pizza, a pizza with a ring of mozzarella folded into the outer edge of the crust. The company used a massive advertising campaign to promote the new product, including television commercials that paired celebrities eating their pizzas crust first. Some indicators were promising: market share rose from 25.6 to 27 percent; 1995 sales increased 16 percent to $5.2 billion; and operating income rose to $414 million, up 40 percent from the year before. In 1996 Pizza Hut planned to introduce a major new product each year and two or three line extensions. The following year it followed through on this course, introducing Totally New Pizzas with 67 percent more toppings than previous pizzas and thicker sauce. The company allocated $50 million for the project, part of which was to be used to install new or improved ovens. In 1996 Pizza Hut accounted for 17 percent of PepsiCo's total sales and 13 percent of its operating profit. However, these gains could not offset the drain that capital investment placed on PepsiCo's other divisions. The parent company's return on assets was significantly greater in its beverage and snack food divisions than in its restaurant division. In the late 1990s, PepsiCo drew together its restaurant businesses, including Pizza Hut, Taco Bell, and KFC. All operations were now overseen by a single senior manager, and most back office operations, including payroll, data processing, and accounts payable, were combined. In January 1997 the company announced plans to spin off this restaurant division, creating an independent publicly traded company called Tricon Global Restaurants, Inc. The formal plan, approved by the PepsiCo board of directors in August 1997, stipulated that each PepsiCo shareholder would receive one share of Tricon stock for every ten shares of PepsiCo stock owned. The plan also required Tricon to pay a one-time distribution

of $4.5 billion at the time of the spinoff. If approved by the Securities and Exchange Commission, the spinoff would take place on October 6, 1997. Enrico, who had risen to the position of PepsiCo CEO, explained the move: "Our goal in taking these steps is to dramatically sharpen PepsiCo's focus. Our restaurant business has tremendous financial strength and a very bright future. However, given the distinctly different dynamics of restaurants and packaged goods, we believe all our businesses can better flourish with two separate and distinct managements and corporate structures."

Traditionally, Pizza Hut has been known for its ambiance as much as pizza. Vintage "Red Roof" locations can be found throughout the United States, and quite a few exist in the UK and Australia. Even so, many such locations offer delivery/carryout service. This building style was common in the late 1960s and early 1970s. The name "Red Roof" is somewhat anachronistic now, since many locations have brown roofs. Dozens of "Red Roofs" have closed or been rebuilt. Many "Red Roof" branches have beer if not a full bar, music from a jukebox, and sometimes an arcade. In the mid 1980s, the company moved into other successful formats including delivery/carryout and the fast food "Express" model. The oldest continuously operating Pizza Hut in the world is in Manhattan, Kansas, in a shopping and tavern district known as Aggieville near Kansas State University.

Initial entry into SPEECH RECOGNITION Four years ago, Pizza Hut was one of the first companies to move into speech recognition as part of a contact centre strategy aimed at providing improved customer service and a reduction in its staff cost structure. As Andrew Norton, National Call Centre Manager, explains, We are in a highly competitive industry and run a low cost contact centre operation. Were always looking at driving efficiencies and in a low margin business where pizza prices can still start as low as $3.95 for an individual order. We initially saw speech recognition as enabling us to reduce the cost structure in our labor which represents the most signicant single call centre cost.Initially, Pizza Hut implemented a speech recognition system from Salmat Ecommerce with the aim of reducing the amount of talk time per call. Indeed, just shaving one second off the agent talk time translates to savings of around $30,000 per year. During this time, Pizza Hut tried to automate its entire order process via speech recognition as well as provide a solution to assist with capacity to handle spikes in order activities on busy evenings. However, when it went live, the organization realized this was a good idea in principle but didnt work in reality.Initially, customers were hesitant in using speech recognition. While our research showed that they liked the technology, customers viewed the order process using speech recognition as complicated and time consuming. After all, we were offering customers a pizza menu with the choice of four or ve bases, 15 varieties of pizza and 17 toppings. In a business where key performance indicators are measured in the length of time required taking a call, we werent satisfied with the feedback we were receiving, says Norton. Drawing on its initial experiences and consumer feedback, Pizza Hut then set out to streamline the ordering process by only automating parts of the interaction that required simple customer input to the speech recognition application, most notably details relating to the delivery or pickup options and the residential/store address location. We were very fortunate in our relationship with Sal mat Ecommerce and continued to build a strong collaborative partnership with them in order pizza hut adds voice to recipe success Speech recognition has enabled us to drive down costs yet provide a more compelling customer experience to provide an enhanced customer experience.

They were quick to respond to issues and to develop their business with us by providing exible solutions to match our business requirements, says Norton. The course to customer satisfaction Since going live with Sal mat Ecommerces latest speech recognition software in 2006, Pizza Hut has been able to better manage hold times previously experienced by customers through handling many of the basic address transaction questions via the use of speech identication.Weve now streamlined the order process and included only a small number of possibilities for customer responses. In return, the customer is able to jump the queue and consequently feels a greater commitment to complete the order once they have resolved part of it through the speech recognition system says Norton. Another benet of speech recognition is that as it complements Pizza Huts live customer operators, Nortons team received daily updates on abandon call rates, queue lengths and responses to specic meal marketing promotions. In addition, the system has enabled Pizza Hut to offer customers bundled menu promotions which may operate in any particular month or coincide with special events. Not only is this seen as a benet to consumers in terms of added customer service, it increases the potential revenue from an individual order placement Specically, speech recognition has resulted in: Savings of up to 20 seconds in individual call times Reduction in labor costs by up to 15% Eliminating the need for an additional 40 contact centre agents and the corresponding amount of oor space

PIZZA HUT STORY (YEAR WISE)

1958 : The legacy of Pizza Hut began, when two college-aged brothers from Wichita, Kansas, Frank and Dan Carney opens first Pizza Hut restaurant after borrowing $600 from their mother. 1959 : Pizza Hut is incorporated in Kansas and the first franchise unit opens in Topeka, Kansas. 1968 : International market entered with opening of Pizza Hut restaurant in Canada. 1969 : Red roof adopted for restaurants. 1972 : Pizza Hut, Inc. listed on New York Stock Exchange under the symbol PIZ. 1977 : Pizza Hut, Inc. stockholders overwhelmingly 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 opened 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 number 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 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 : Delivery service, as a new concept, is initiated. The system celebrates the opening of its 5,000th restaurant, located in Dallas, Texas. 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. 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 Well, Ontario and 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 Fundamental 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 Lees Berg, VA serves his way into the Guinness Book of World Records by waiting sales tables at the Lees Berg, 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, FL after Hurricane Andrew wreaks havoc. Pizza Hut provides 120,000 free meals to relief volunteers and those who lost their homes. Pizza boxes redesigned to save 275,000 trees 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 it 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 Unites States, selling 3.7. Million balls during 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 13. 1995 : Pizza Hut launches the Youll love the Stuff were Made of campaign. Two Customer Satisfaction programs initiated: a 1-800 Customer Satisfaction Hotline and a Customer Call-Back Program, which takes the pulse of 50,000 customers per week.

Pizza Hut launches Pizzeria Stuffed Crust Pizza, which immediately sets company sales records. Pizza Hut wins the 1995 Choice of Chains award for the Best Pizza Chain sponsored 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 (Bangalore) that has special vegetarian pizzas. 1997 : Pizza Hut opens a dine-in restaurant in Delhi. 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. 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. 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. 2000 : In July 2000, Pizza Hut became the first company in history to place its logo on the worlds largest Proton Rocket.

 2001 : Pizza Hut introduces Twisted Crust pizza Twisted Crust pizza boasted a revolutionary breadstick crust that surrounded a hot, delicious Pizza Hut pizza. PIZZA HUT became the first company in history to deliver pizza to the pioneers living in outer space on the INTERNATIONAL SPACE STATION (ISS). The creation and delivery of the worlds first space-consumable pizza was the culmination of nearly a year of collaborations between Pizza Hut and Russian food scientists. 2002 : Tricon Global becomes YUM! Brands. 2003 : 500 restaurants opened throughout the U.K., employing over 20,000 people. 2004 : Pizza Hut launches The Big New Yorker. 2005 : The 4 for ALL is launched. Over 600 restaurants now open in the U.K., 70 of them are Franchise units. 2006 : White Bread sells their share of the Joint Venture to YUM! Brands Inc. Pizza Hut U.K. Ltd is now 100% owned by YUM! 2007 : Pizza Hut brought out our Thick n Thin Pizza and began to re-franchise Our dine-in restaurants

OVERVIEW OF THE PIZZA INDUSTRY IN INDIA INTRODUCTION In India nowadays so many fast food joints are opened and people are turning more towards the pizzas and they try to go to the best pizza parlor opened in their area of living. There are different companies which have come up. The major players in this category are: PIZZA HUT DOMINOS PIZZA PIZZA CORNER PIZZA HUT IN INDIA The first Indian outlet was opened in June 1996 in Bangalore. In India, Pizza Hut has 139 restaurants across 36 cities. The market has become greatly competitive and the customer has become more discerning and adventurous. This however has not affected Pizza Hut's comfortable reign over the Indian pizza industry and the ever increasing number of loyal customers who have made it possible for Pizza Hut to aggressively extend its presence. Pizza Hut was among the first multinational brands to enter the food retail sector in India. When the first Pizza Hut restaurant opened in Bangalore the quick service industry was at a nascent stage and the pizza category was dominated by a sole regional player who had a marginal presence. Pizza Hut went on to play a significant role in pioneering and developing this category in India. Worldwide and in India, Pizza Hut has come to become synonymous with the 'best pizzas under one roof'. This is because at Pizza Hut the belief is that every pizza has its own magic, thus making it a destination product which everyone seeks. Pizza Hut's constant endeavor to provide extra value whether it is pizzas which are available to suit every price range, new promotions or the introduction of innovative product ranges - that puts a 'Yum' on every customer's face has allowed it to increase its presence in India to the current 139 restaurants across 36cities. 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. 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. Yum! Brands Inc is the owner of the Pizza Hut chain worldwide. A Fortune 300 company, Yum! Brands own Kentucky Fried Chicken, Pizza Hut, Taco Bell, A&W and Long John Silvers restaurants worldwide. Yum! Generated more than US$ 25.9 billion in worldwide sales in the year 2003, and has more than 33,000 restaurants in over 100 countries.

A major player in the Indian fast food and beverage sector

Market share Pizza Hut is believed to have close to 50 per cent market share of the organized pizza-retailing segment in India.

Financial performance According to an article in Financial Express, the market size of the pizza segment is around US$ 87 million and currently growing at the rate of 15 per cent to17 per cent per annum. According to Pizza Hut sources, most of their outlets are financially successful, encouraging further expansion. In India, the average investment for each outlet is US$ 275,000-335,000 and is borne by the franchisee.

Factors for Success: Offering value food Employing economies of scale, Pizza Hut has made its offerings more affordable. Its delivery offer of US$ 4.4 for four personal pan pizzas has been very successful; helping it grows the business by 25 per cent. They have recently introduced a range of vegetarian personal pan pizzas for US$ 1.1. Most Pizza Hut restaurants are located in the metros and smaller metros. In taking long strides across the country, Pizza Hut is consolidating its position by opening more restaurants in the metros where it already has a presence as well as opening outlets in new markets.

Moving beyond metros According to company sources, Pizza Hut is moving beyond the metros and foraying into 12 to 13 new markets including Trichy, Nagpur, Bhubaneswar, Thiruvananthapuram and Pondicherry to increase penetration. Aggressive marketing and tie-ups with local and popular brands Pizza Hut has increased its visibility by launching a well-received TV campaign aimed at the young crowd. It has formed partnerships with recognized brands such as Nestle and Pepsi. It also holds regular promotional campaigns targeted at children and uses these alliances to offer packages during these campaigns. Developing the local supply chain The local supply chain for Pizza Hut was developed by Yum! And currently 95 per cent of the ingredients they use are locally produced. They now import very few specialty items like pepperoni. Leveraging the India Advantage: International brand with an Indian heart Pizza Hut is one of the first international pizza chains with purely vegetarian dineins at Chow patty (Mumbai), Ahmadabad and Surat, which also serve Jain menus. Pizza Hut has even opened two all-vegetarian restaurants in the western state of Gujarat to cater to the Jain religious community, whose members prefer not to eat at places where meat is served. Offering more than the international menu International food chains typically offer only a few localized products in other parts of the world. However, Pizza Huts local menu is as large as the international one. According to Pizza Hut, the Indian food heritage is very rich, and hence Indians like local flavors. The Tandoori range of pizzas, which was developed locally, has a menu mix of over 20per cent.

Indigenous sourcing of raw materials Pizza Hut has reduced costs through indigenous sourcing of raw material. It hasted up with a local company Dynamic Dairy Industries Ltd (DDIL) for sourcing mozzarella cheese. The landed cost of imported mozzarella comes to US$ 3.3 3.5per kilogram. The domestic price, however, works out to US$ 2.99 - 3.1 per kilogram. Pizza Hut is adding to the bottom line by localizing equipment as well as by paying attention to inventory replenishment, which has been reduced from 60 to30 days. Future plans According to Yum! Restaurants International, India is amongst the top five growth markets for Pizza Hut. Pizza Hut is also experiencing double-digit growth in India and hence is confident about expanding its operations in India. Pizza Hut hopes to increase the number of Pizza Hut outlets in India to 130by the end of 2005 from the present figure of 95. The expansion program will make Pizza Hut the fastest growing western restaurant chain in India. In addition, Yum! Plans Pizza Hut to be in 35 cities by end of 2005, and 55 cities by end of 2006. Pizza Hut vs. Domino's: Who Delivered the Best Media Strategy? The start of the football season kicks off the most important sales period in the pizza-delivery game. A rivalry to match a Cowboys-Redskins playoff would have to be the head-to-head shootout between pizza franchises Pizza Hut and Domino's In media terms, there's a high level of blocking and tackling, and strategy that is played out in their advertising programs. Logo-washed sidewalk Pizza Hut leads the $29 billion category with some 18% of pizza sales, and Domino's takes about 10% of the market. Frozen-pizza sales have jumped, as have private label with consumers trading down. As an act of defiance to the recession, both marketers have held and even increased their advertising media budgets in 2009. A disaster advertising strategies to stay competitive, Pizza Hut looked to appeal to a wider base, launching new marketing vehicles and products that adhere to the sensibilities of both younger and middle-age generation.

PRODUCT PROFILE

Pizza Hut sells: "Stuffed Crust" pizza, with the outermost edge wrapped around a coil of mozzarella cheese. "Hand-Tossed," more like traditional pizzeria crusts. "Thin 'N Crispy", a thin, crispy dough which was Pizza Hut's original style. "Dipping Strips pizza", a pizza cut into small strips that can be dipped into a number of sauces. "The Edge pizza," where the toppings nearly reach to the edge of the pizza. There was also formerly a crust that was not as thick as Pizza Hut's pan pizza, and not as thin as its thin crust. This crust was used on the Full House XL pizza and discontinued in 2007. The initially popular two-foot by one-foot square cut pizza Bigfoot, the 16" Big New Yorker, made with a sweet sauce. The Chicago Dish Pizza and Sicilian pizza, the latter also offered in 2006 as Lasagna Pizza. Other products Pizza Hut has offered are the "P' zone", Pizza Hut's version of the calzone; the Cheesy Bites pizza, similar to the Stuffed Crust pizza except the crust has been divided into 28 bite-sized pieces that can be pulled apart; and the Insider pizza, where a layer of cheese is in between two layers of dough. Another limited time offer was a Double Deep pizza with double the toppings and 50% more cheese, with the crust wrapped over the top to hold in all the toppings. In 1985 Pizza Hut introduced the Priazzo, a two-crusted Italian pie that resembled a deep-dish pizza. Varieties included: Priazzo Milano, a blend of Italian sausage, pepperoni, beef, pork fillings, a hint of bacon, mozzarella and cheddar cheese. Priazzo Florentine, a light blend of five cheeses with ham and a touch of spinach.

Priazzo Roma, stuffed with pepperoni, mushrooms, Italian sausage, pork filling, onions, mozzarella and cheddar cheese. The double-crusted pie was topped with a layer of tomato sauce and melted cheese.

MARKETING STRATEGY

Pizza Hut was among the first multinational brands to enter the food retail sector in India. When the first Pizza Hut restaurant opened in Bangalore the quick service industry was at a nascent stage and the pizza category was dominated by a sole regional player who had a marginal presence. Pizza Hut went on to play a significant role in pioneering and developing this category in India. Worldwide and in India, Pizza Hut has come to become synonymous with the 'best pizzas under one roof'. This is because at Pizza Hut the belief is that every pizza has its own magic, thus making it a destination product which every one seeks. It is this belief that has ignited the passion to create, innovate and serve the finest product the industry has to offer, while setting standards for others to strive to replicate. Pizza Hut is committed to providing uncompromising product quality, offering customers the highest value for money and giving service that is warm, friendly and personal. A critical factor in Pizza Hut's success has been its unique dining experience. Crew members at Pizza Hut strive each day to provide 'customer mania' - the kind of service that ensures that every visit of the customer is a memorable one. Pizza Hut's constant endeavor to provide extra value whether it is pizzas which are available to suit every price range, new promotions or the introduction of innovative product ranges - that puts a 'Yum' on every customer's face - has allowed it to increase its presence in India to the current 139 restaurants across 36 cities. Pizza Huts marketing strategy is very simple: We want to satisfy our customer by offering them the best. Pizza Hut has always valued customer service and satisfaction. In 1995, Pizza Hut began two customer satisfaction programs: a) 1-800 number customer hotline and b) Customer call-back program.

These were implemented to make sure their customers were happy, and always wanted to return. Another big strength and even a competitive advantage is the fact that they have a full service restaurant as well as delivery services. Most of Pizza Hut's competitors do not have restaurants. Because of the restaurant, Pizza Hut can market to different segments that other pizza chains cannot. For example, Pizza Hut can market to families much easier than Domino's or Little Caesar's. Pizza Hut offers a sit-down, conversational type restaurant where families can take their children for birthday parties for example. Pizza Hut's broad selection of products also makes it easier for them to market to different market segments. The other two strategies followed by Pizza Hut are: C.H.A.M.P.S (Cleanliness, Hospitality, Accuracy, Maintenance, Product quality and Speed) and 3Fs (Fun, Friendly and Familiar). These two strategies have really helped Pizza hut to evolve out as a market leader with a competitive advantage.

DIRECT MARKETING OF PIZZA HUT Direct Marketing of Pizza Hut is basically done after collecting the database, when they have the database they follow some steps as: When a database is collected Pizza Hut does an analysis to know how often people in their database call them. Those customers who are enrolled in the executive category that is who called the maximum number of times in a month are given preference over the others as far as their incentives and schemes are concerned. Pizza Hut takes a very special care for their regular and frequent customers by personally calling them to tell them about their new offers. The customers names, which have been listed in the database and have not ordered for a long time, are contacted personally to check on the satisfaction level of the customers.

 Pizza Hut tries to establish an individual relationship with each of their customers. Pizza Hut publicizes its new offerings by putting leaflets in the newspaper so that they can reach to their target audience. On special occasions like Diwali, they offer special schemes like free personal Pan Pizza with an order of a medium Pan Pizza. On valentine a special heart shaped pizza is offered. Whenever a customer calls Pizza Hut, the employees first ask if they have ever ordered the pizza before. If not then they ask for customer information like name, age, address, etc. Pizza Hut manages its database very well. They keep verifying their data against the original source by spotting mistakes and correcting them. Every Christmas their database cranks out a list of their best customers for personally signed cards.

PRODUCT ASSORTMENT Pizza Hut will offer a new product called "The Extreme" pizza. "The Extreme" is a twentyinch pizza with twice as much cheese and toppings as Pizza Hut's other pizzas. This new pizza will have many different competitive advantages. 1. The first competitive advantage of "The Extreme" is that it is the largest pizza on the market. No other pizza restaurant offers a twenty-inch pizza. 2. The second competitive advantage is that it has more cheese and toppings than any other pizza on the market. 3. Another competitive advantage is the Pizza Hut brand name. Pizza Hut has built a brand name that means quality products and services. Since Pizza Hut will be introducing "The Extreme," customers will automatically think this is a high quality product. 4. The final competitive advantage is that this product will be the first pizza to target America's youth. "The Extreme" pizza will target Generation X and Generation Y or people between the ages of 12 and 30. This market purchases a lot of pizza each year, but very few pizza restaurants actually target them. "The Extreme" will be introduced on Super Bowl Sunday, 2001.

During the introduction stage of the product life cycle, Pizza Hut will try to establish a market for the product and persuade early adopters to buy. During the growth stage, Pizza Hut will try to build sales and develop a preference for the product. Pizza Hut will try to seek differentiation during the maturity stage."The Extreme" is expected to begin to decline after one year on the market.

PRICE POSITIONING In the past, Pizza Hut has successfully used the high/low pricing strategy when setting the retail price of its products. The high/low retail pricing strategy allows Pizza Hut to charge a price that is above the competition, but also promote frequent sales to lower the price below them. The retail price of "The Extreme" pizza should be set at $9.99, which is higher than Pizza Hut's competitors. Several sales promotions and coupons will be used to lower the price below those competitors. Since both Pizza Hut and the beverage Mountain Dew are Pepsi subsidiaries, bundle pricing will be used. Customers can purchase "The Extreme" for $9.99 and receive a two-liter bottle of Mountain Dew for free. Pizza Hut will be able to sell two products together at a single price to suggest a good value. The high/low pricing strategy has several advantages. First, this pricing strategy will help segment the market. Different groups of customers are willing to pay different prices for the same product. Pizza Hut can sell "The Extreme" to the customers who will pay the higher price to be the first to buy and also to the bargain hunters. The high/low pricing strategy will also create excitement. Customers will be able to try something new when they purchase "The Extreme" and this exciting experience may bring those customers back to purchase other products. Finally, this strategy will emphasize product and service quality. Pizza Hut sets a high initial price for its products to send a signal to customers that its products are quality and the service is excellent. CUSTOMER PROFILE This target profile provides a comparison of Pizza Huts customers compared to: a) Total Population14+ b) Total Purchased from Fast Food Places/Restaurants in the Last 4 Weeks.

This target profile provides you with instant access to some of the world's most insightful, robust consumer research, with unmatched accuracy, integrity and sheer power. Armed with a complete picture of your customers or your competitors customers, you are in the best position to fine tune you product strategy, focus your

communication, and thereby optimize your marketing budget. Dont rely on unconfirmed reports; buy this target profile to get all that data, over 400 variables, everything from attitudes and activities to media consumption

LONG TERM PROGNOSIS With competition being so strong in this industry the threat of imitation products will surely be a problem to be dealt with. Pizza Hut will however have the first mover advantage with this product. With the entry of imitation products into the market, Pizza Hut will have to adjust its mixes to accommodate change. The promotions may have to be bigger and better than the competition, or the product may need to be altered to give it that little bit of an edge over the competition. For example stuffing the crust with cheese or giving a free topping with the purchase would help give Pizza Hut an edge over the competition. Pizza Hut is moving beyond big cities. While consolidating its presence in the metropolitans, this aggressive expansion will involve Pizza Hut entering smaller cities like Cochin, Nasik, Bhubaneswar, Lucknow and Madurai. It is strengthening its roots in the Indian market by tying up with local and popular brands such as Reliance Communication. Apart from this it is also developing local supply chain. Basically, Pizza Hut will need to remain flexible in the maturity stages of the product life cycle in an attempt to continue to be the market leader. Overall, this is a product that is not much unlike any of the other new pizza's that Pizza Hut has introduced. What makes this new product so exciting is the marketing plan that is directing the product at a new segment. We are taking a large pizza with a lot of toppings and marketing it as an "Extreme Pizza" to a generation of younger adults that are consumed by this marketing tool. This is what will make this a success. The mix of promotion and advertising we will be using will target a very profitable

RETAIL ENVIRONMENT Out of all the existing pizza chains such as Domino's, Smokin Joes, Papa Johns, Pizza Corner, U.S Pizza, Pizza Hut has a dominating market share of 48% of the total market share. However, this forced competitors to look for new methods of increasing their customer bases. They all try to come up with some newer, bigger, better pizza for a low price. But Pizza Hut has always had the first mover advantage. Their marketing strategy in the past has always been to be the first. One of their main strategies that they still follow today is the diversification of the products they offer. The market has become greatly competitive and the customer has become more discerning and adventurous. This however has not affected Pizza Hut's comfortable reign over the Indian pizza industry and the ever increasing number of loyal customers who have made it possible for Pizza Hut to aggressively extend its presence. Pizza Hut is always adding something new to their menu, trying to reach new markets. For example, in 1992 the famous buffet was launched in Pizza Hut restaurants worldwide. They were trying to offer many different food items for customers who didn't necessarily want pizza. Another strategy they used in the past and are still using is the diversification of their pizzas. Pizza Hut is always trying to make a pizza into something slightly different so that customers will think its a whole new product. E.g., in 1983, Pizza Hut introduced Pan Pizza, which had a guarantee of being ready to eat in 5 minutes when dining at Pizza Hut restaurants. In 1993, they introduced the "Big Foot," which was two square feet of pizza cut into 21 slices. In 1995, they introduced "Stuffed Crust Pizza," where the crust would be filled with cheese. Currently, they are marketing "The Big New Yorker," trying to bring the famous New York style pizza to the whole country.

POSITIONING

Pizza Hut was among the first multinational brands to enter the food retail sector in India. When the first Pizza Hut restaurant opened in Bangalore the quick service industry was at a nascent stage and the pizza category was dominated by a sole regional player who had a marginal presence. Pizza Hut went on to play a significant role in pioneering and developing this category in India. Worldwide and in India, Pizza Hut has come to become synonymous with the 'best pizzas under one roof'. This is because at Pizza Hut the belief is that every pizza has its own magic, thus making it a destination product which everyone seeks. It is this belief that has ignited the passion to create, innovate and serve the finest product the industry has to offer, while setting standards for others to strive to replicate. Pizza Hut is committed to providing uncompromising product quality, offering customers the highest value for money and giving service that is warm, friendly and personal. A critical factor in Pizza Hut's success has been its unique dining experience.Crewmembers at Pizza Hut strives each day to provide 'customer mania' - the kind of service that ensures that every visit of the customer is a memorable one. Pizza Hut's constant endeavor to provide extra value whether it is pizzas which are available to suit every price range, new promotions or the introduction of innovative product ranges - that puts a 'Yum' on every customer's face has allowed it to increase its presence in India to the current 139 restaurants across 36cities.

CONSUMER PULL FACTORS

A critical factor in Pizza Hut's success has been a menu t h a t h a s constantly evolved and expanded to cater to the changing needsands p e c i f i c p r e f e r e n c e s o f c u s t o me r s i n d i f f e r e n t p a r t s o f t h e w o r l d . I n having understood the pulse of the customers in India, Pizza Hut has clearly established itself as a brand with an Indian heart. B e s i d e s o f f e r i n g a n e x t e n s i v e r a n g e o f v e g e t a r i a n p i z z a s , i t wa s t h e first pizza chain to open a 100% vegetarian restaurant in India in Surat a n d l a t e r i n Ah ma d a b a d a n d C h o w p a t t y , w h e r e i t o f f e r s a J a i n me n u sans all root-based ingredients. Over the years Pizza Hut has also developed and successfully introduced a range of products especially suited to the Indian palate. These products like Chicken Tikka, Spicy Korma, Spicy Paneer and the M a s a l a a n d T a n d o o r i p i z z a s h a v e b e e n a t r e m e n d o u s s u c c e s s . Wh a t h a s a l s o g i v e n P i z z a Hu t a c o mp e t i t i v e e d g e i s t h a t i n a d d it i o n t o a n extensive range of internationally renowned pizzas like The Italian, the proprietary Pan Pizza and Stuffed Crust, in India the menu offers the option of a complete meal. It includes appetizers, a Salad Bar wheret h e c u s t o m e r s c a n m a k e t h e i r o w n f r e s h s a l a d s , a r a n g e o f s o u p s , pastas and desserts.

Pizza Hut has a unique tradition. A bell hangs at each Pizza Hutrestaurant, which is rung by customers who as they leave wish tothank the servers for yet another memorable visit.

PROMOTIONAL STRATEGIES Promotion is a form of corporate communication that uses various methods to reach a targeted audience with a certain message in order to achieve specific organizational objectives. Nearly all organizations, whether for-profit or not-forprofit, in all types of industries, must engage in some form of promotion. Such efforts may range from multinational firms spending large sums on securing highprofile celebrities to serve as corporate spokespersons to the owner of a one-person enterprise passing out business cards at a local businesspersons meeting. Like most marketing decisions, an effective promotional strategy requires the marketer understand how promotion fits with other pieces of the marketing puzzle (e.g., product, distribution, pricing, target markets). Consequently, promotion decisions should be made with an appreciation for how it affects other areas of the company. For instance, running a major advertising campaign for a new product without first assuring there will be enough inventories to meet potential demand generated by the advertising would certainly not go over well with the companys production department (not to mention other key company executives). Thus, marketers should not work in a vacuum when making promotion decisions. Rather, the overall success of a promotional strategy requires input from others in impacted functional areas.

The strength of Pizza Huts success globally lies in a marketing strategy that builds connections with customers everyday in different parts of the world. Many customer service initiatives have been uniquely developed for India and have been greatly instrumental in building an emotional bond with the customer. For instance the crewmembers at Pizza Hut break into a Boogie at restaurants in Delhi and Mumbai and do the Bhangra in Chandigarh and Amritsar. While a bell hangs at each Pizza Hut restaurant, which is rang by customers who as they leave wish to thank the servers for yet another memorable visit. In India, eating out is perceived as a form of entertainment. Which is why Pizza Hut servers not only serve our customers great food, they also sing and dance for them. And many of Pizza Huts customers would, we are certain, love to participate in this process. Giving them an opportunity to showcase their talent they conceived the Jig n Jeeto contest. Organized in Delhi for the first time, it received a phenomenal response with super

star Fardeen Khan judging the show. Pizza Hut hopes to continue this contest as a tradition for the years to follow.

Types of Promotion Advertising Sales Promotion Events/ Experiences Personal Touch

Promotion ADVERTISING Pizza Hut's very first ad was "Putt Putt to Pizza Hut". It starts with a man apparently ordering take-out and driving his 1965 Mustang JR to Pizza Hut, while some of the townspeople start chasing him. He picks up his pizza and goes to his house, when all of the people who were chasing him start eating all the pizza except the man who ordered it. Frustrated, he calls Pizza Hut again. Until early 2007, Pizza Hut's main advertising slogan was "Gathering round the good stuff", and was "Now You're Eating!" from 2008 to 2009. The advertising slogan is currently "Your Favorites, Your Pizza Hut." Pizza Hut does not have an official international mascot, but at one time, there were commercials in the United States called 'The Pizza Head Show.' These commercials ran from 1993 to 1997 and were based loosely on the Mr. Bill shorts from Saturday Night Live in the 1970s. The ads featured a slice of pizza with a face made out of toppings called 'Pizza Head'. In the 1970s Pizza Hut used the signature red roof with a jolly man named "Pizza Hut Pete". Pete was on the bags, cups, balloons and hand puppets for the kids. In Australia during the Mid to late 1990s, the advertising mascot was a delivery boy named Dougie, with boyish good looks who, upon delivering pizza to his father, would hear the catchphrase "Here's a tip: be good to your mother". Teenage Mutant Ninja Turtles II: The Arcade Game The game came with a coupon for a free pizza. The game was filled with Pizza Hut advertising and pizza that would refill the character's life. In 1994, Donald Trump and ex-wife Ivana Trump starred in a commercial. The ending of the commercial showed Ivana Trump asking for the last slice, to which Donald replied, "Actually dear, you're only entitled to half", a play on the couple's recent divorce. In 1995, Ringo Starr starred in a Pizza Hut commercial which also featured The Monkees. Rush Limbaugh also starred in a Pizza Hut commercial the same

year, where he boasts that "nobody is more right than me," yet he states that for the first time he will do something wrong, which was to participate in Pizza Hut's then "eating pizza crust first" campaign regarding their stuffed crust pizzas Following England's defeat to Germany on penalties in the semi-finals of Euro 96, Gareth Southgate, Stuart Pearce and Chris Waddle featured in an advertisement. The advertisement shows Southgate wearing a paper bag over his head in shame as he was the one, who missed the crucial penalty against the Germans. Waddle and Pearce, who both missed penalty kicks in Italia 90, are ridiculing him, emphasizing the word 'miss' at every opportunity. After Southgate finishes his pizza he takes off his paper bag, heads for the door and bangs his head against the wall. Pearce responds with, "this time he's hit the post". Gorbachev (the former president of the USSR) also played in a Pizza Hut commercial. INDIA: Pizza Huts communication has also always struck a chord with the Indian customer. Its very first television commercial in India featured a boy and girl, who meet at a Pizza Hut restaurant in a traditional arranged marriage setting. They lose their inhibitions when the pizza arrives. When the sequel went on air featuring the same couple, now married, with the girls father consoling her over a pizza as her bridegroom waits outside the restaurant to escort her after their wedding - the customers involvement was so complete that several wrote in to inquire whether the couple had children. The more recent campaign that was launched with the introduction of the Tandoori pizzas featured a typical Indian wedding procession abandoning the bridegroom when enticed by delicious aromas from a Pizza Hut restaurant. While the famous Good times start with great pizzas slogan has been prominent in the communication, the focus has remained on the best and most distinct pizzas.

SALES PROMOTION Pizza Hut printable coupons are very useful for everyone to save some money on the purchase from the popular pizza brand. In order to get printable Pizza Hut coupons, you can sign up at Pizza Hut. Also, you can sign up for Printable Coupons of Burger King. Pizza Hut printable coupons are very useful for everyone to save some money on the purchase from the popular pizza brand. This is very relevant in a time when there is slow economic growth and we undergo financial constraints. Hence it is wise to make use of the various discount schemes offered by many fast food companies like the Pizza Hut. Pizza Hut is the favorite fast food brand of majority of people of any country because of the nutritious quality of the pizza and other fast food items they offer. Pizza hut provide many services online such as: Birthday reminder service- here people can save the birthday date of their friends, relatives , and pizza hut will remind you the birthday date and birthday parties discount and u can book online. E-coupon and discount offer available to online customers. Hot line number pizza hut hot line number also provide at online which is 39883988. Even customer can do online order of pizzas Pizza Hut localizes it menu to capture local Indian Market. In 2000 Pizza Hut launched its innovative Pizza Pooch menu and Pizza Pooch Birthday Party package exclusively for kids in the 6-10 age groups. It positioned itself as family restaurant and also concentrated on wooing kids. Over the years Pizza Hut has also developed and successfully introduced a range of products especially suited to the Indian palate. These products like Chicken Tikka, Spicy Korma, Spicy Paneer and the Masala and Tandoori pizzas have been a tremendous success. What has also given Pizza Hut a competitive edge is that in addition to an extensive range of internationally renowned pizzas like The Italian, the proprietary Pan Pizza and Stuffed Crust, in India the menu offers the option of a complete meal. It includes appetizers, a Salad Bar - where the customers can make their own fresh salads, a range of soups, pastas and desserts.

VIP CLUB: A VIP (very into pizza) club made where people can register their email, mobile number where pizza hut provide them latest pizza news, discounts and offers at email, mobile phone. EVENTS/EXPERIENCES Pizza Hut sponsored the 1989 film Back to the Future Part II, and offered a free pair of futuristic sunglasses, known as "Solar Shades", with the purchase of Pizza Hut pizza. Pizza Hut also engaged in product placement within the film itself, having a futuristic version of their logo with their trademarked red hut printed on the side of a Mylar dehydrated pizza wrapper in the McFly family dinner scene, and appears on a storefront in Hill Valley in the year 2015. In 2001 Pizza Hut sponsored a pizza delivery to the INTERNATIONAL SPACE STATION (ISS). Pasta Hut

Pasta Hut logo (2008present) On April 1, 2008, Pizza Hut in America sent emails to customers advertising that they now offer pasta items on their menu. The email (and similar advertising on the company's website) stated "Pasta so good, we changed our name to Pasta Hut!" The name change was a publicity stunt held in conjunction with April Fools Day, extending through the month of April, with the company's Dallas headquarters changing its exterior logo to Pasta Hut. This name change was also used to promote the new Tuscany Pasta line and new Pizza Hut dine-in menu. The first Pasta Hut advertisement has the original Pizza Hut restaurant being imploded and recreated with a sign saying "Pasta Hut" placed on the building.

PERSONAL TOUCH Worldwide and in India, Pizza Hut has come to become synonymous with the best pizzas under one roof. This is because at Pizza Hut the belief is that every pizza has its own magic, thus making it a destination product which everyone seeks. It is this belief that has ignited the passion to create, innovate and serve the finest product the industry has to offer, while setting standards for others to strive to replicate. Pizza Hut is committed to providing uncompromising product quality, offering customers the highest value for money and giving service that is warm, friendly and personal. A critical factor in Pizza Huts success has been its unique dining experience. Crewmembers at Pizza Hut strive each day to provide customer mania the kind of service that ensures that every visit of the customer is a memorable one. In fact, to ensure stringent international bench-marks in the quality of products and services at all its restaurants across the world, Pizza Hut has a mystery shopper program in which an unknown official visits a restaurant and evaluates it on certain defined parameters called C.H.A.M.P.S. that stand for Cleanliness, Hospitality, Accuracy, Maintenance, Product quality and Speed. Based on the report submitted by the official, the restaurants are rated and in the rare case of finding under performers, they are kept under strict vigil. A critical factor in Pizza Huts success has been a menu that has constantly evolved and expanded to cater to the changing needs and specific preferences of customers in different parts of the world. In having understood the pulse of the customers in India, Pizza Hut has clearly established itself as a brand with an Indian heart. A dramatic shift in lifestyle trends, substantial increase in disposable income, a burgeoning middle class and the entry of a significant number of international and national players has contributed to a boom in the industry. The market has become greatly competitive and the customer has become more discerning and adventurous. This however has not affected Pizza Huts comfortable reign over the Indian pizza industry and the ever-increasing number of loyal customers who have made it pos many customer service initiatives have been uniquely developed for India and have been greatly instrumental in building an emotional bond with the customer. For instance the crewmembers at Pizza Hut break into a Boogie at restaurants in Delhi and Mumbai and do the Bhangra in Chandigarh and Amritsar.

While a bell hangs at each Pizza Hut restaurant, which is rung by customers who as they leave wish to thank the servers for yet another memorable visit. In India, eating out is perceived as a form of entertainment. Which is why Pizza Hut servers not only serve our customers great food, they also sing and dance for them. And many of Pizza Huts customers would, we are certain, love to participate in this process. Giving them an opportunity to showcase their talent they conceived the Jig n Jeeto contest. Organized in Delhi for the first time, it received a phenomenal response with super star Fardeen Khan judging the show. Pizza Hut hopes to continue this contest as a tradition for the years to follow.

Countries with Pizza Hut outlets

MARKET SHARE AND SALES FIGURE OF PIZZA HUT AND COMPETITIORS MARKET SHARE The division of YUM! Brands operate the worlds #1 pizza chain with more than 12,600 outlets in more than 90 countries worldwide. Part of the largest restaurant chain in the world. Over 20,000 franchises around the world. Brand leader in the U.K. Innovative range of pizzas under one roof. YUM! ON EXPANSION DRIVE Fourteen years after opening its first outlet in India, YUM! Restaurants are planning to add more than 40 outlets this year to the 104 Pizza Huts. With this expansion drive, Pizza Hut outlets will spread across 33 cities. YUM! Restaurants are also planning to expand into markets like Sri Lanka, Mauritius and Bangladesh. At present the restaurant chain has 20 outlets in Sri Lanka, 15 in Mauritius and has opened the first one in Bangladesh. SALES FIGURES Key numbers for the fiscal year ending year December, 2010: Sales: $35.0 Millions Pizza Hut is the largest pizza purveyor in the world, with 12,583 total restaurants and combination delivery/takeout units in 90 countries; 6,590 units are companyowned. Pizza Hut in sales in 2004 generated approximately $14.3 Billion. Dominos Pizza is the world leader in delivery, with 5,500 stores in 46 international markets. Dominos generated $11.8 Billion in sales in 2004. Papa Johns is considered the fastest growing franchise in the U.S.A. with 1,160 units generating 786$ Million in sales in 2004. Of 31,386 pizza franchise units in the U.S.A, roughly 83% (24,381 stores) offer delivery, 91% offer takeout and 51% offer dine-in service.

Each year, thousands of people involved in the pizza industry attend PIZZA EXPO, the worlds largest pizza-only trade show. PIZZA EXPO is held each year in Las Vegas, Nevada.

DELIVERY The company lays great emphasis on timely delivery of the products. Progress is reviewed very frequently. Top management takes active interest in executing orders in time. The research also revealed data that 37% of people of Ahmadabad prefer JAIN meals (Jain food is not only vegetarian but devoid of roots and bulbs like onions, garlic, ginger, potatoes). Therefore, keeping this in mind the restaurant will offer a choice of six Jain pizzas, Jain French bread, baked fresh with special herbs and a pre-mixed peanut celery pineapple salad. Pizza Hut has taken care to make special sauces which do not contain any garlic or onion.

SWOT ANALYSIS STRENGTHS Good Quality Food (Hygiene) Brand Name Food worth its Price Good Service WEAKNESSES Parking Facilities Advertisings are very less Fewer Outlets No Social Welfare OPPORTUNITIES More outlets should be open. Sitting Area should be broader. Environment should be more attractive. Attractive offers should be introduced. THREATS Competitors like US Pizza, Dominos, etc. Instant Fast Food Packets. Housewives are interested in making Pizzas & other Fast Food at home

LIMITATIONS Searching online for information or through magazines was not satisfactory. Since, environment is dynamic in nature, the information collected from secondary sources, though valuable, was not extremely useful as the market undergoes constant changes.

CONCLUSIONS AND SUGGESTIONS

WE CAN CONCLUDE: Market for Pizza is growing tremendously. Though Pizza Hut owns a good share but it faces extremely tough competition from Dominos.

SUGGESTIONS: Pizza hut should improve on developing products for all age groups instead of concentrating on only young crowd. Pizza Hut should also concentrate on areas like appetizers. Dominos leads in this segment. They should improve on its delivery and promotional tactics. Dominos is doing well in this area too. They should use better known celebrities as Brand Ambassadors, who can relate well with the middle class.

BIBLIOGRAPHY BOOKS REFERRED: Marketing Management Philip Kotler Marketing Management C.B. Gupta

INTERNET SITES: www.answers.com www.ask.com www.pizzahut.com www.hovers.com www.knowledgestorm.com MAGAZINES REFERRED: Business Today Outlook Business World