ASBM Institute of BBA

A Dissertation Work
on
MARKETING STRATEGIES OF PIZZA HUT
IN INDIA
(Submitted in Partial Fulfillment of the Requirement of Bachelor of
Business Administration program under Utkal University)

Faculty Guide
By:
Mr. Ajay Ku. Senapati

Submitted
Sanket

Mohapatra
Roll-66317UT09047

Lecture in
ASBM, Bhubaneswar

ASBM Institute of BBA

DECLARATION
I hereby declare that project report MARKETING
STRATEGIES OF PIZZA HUT IN INDIA submitted to
the Asian School of Business Management, Institute of
BBA for the partial fulfillment of the requirement of the
degree of Bachelors of Business Administration is my
original work and not submitted for the award of any
other degree, diploma or similar title or prizes.

Name:-Sanket Mohapatra
Rollno 66317UT09047
Date: -

ASBM Institute of BBA

ACKNOWLEDGEMENT
It gives me great pleasure to express my gratitude
towards all the individuals who have directly or indirectly
helped me in completing this project.
I wish to express my sincere thanks to our Principal
Prof. H.K. Panda and my project guide Prof. Ajay Kumar
Senapati for providing me valuable guidance & inputs
which helped me to complete this project in true sense.

Sanket Mohapatra
6th Semester BBA

ASBM Institute of BBA

Certificate from the faculty guide
This is to certify that the project work
MARKETING STRATEGIES OF PIZZA HUT IN INDIA
is a piece of work done by Sanket Mohapatra
(66317UT09047) ,student of ASBM Institute of BBA,
under my guidance and supervision for the fulfillment of
the course of Bachelor in Business Administration under
Utkal University, Bhubaneswar.
To the best of my knowledge and belief the thesis
embodies the work of the candidate himself and has been
duly completed. Simultaneously , the thesis fulfill the
requirement of the rules and regulations related to the
Summer Internship Program of the Institute and I am
assured that the project is up to the standard both respect to
the contents and language for being referred to the
examiner.

Bhubaneswar
Date-

Prof. Ajay kumar Senapati

Faculty of ASBM Institute of BBA

TABLE OF CONTENTS

Serial No.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.

Subject

PageNo.

Executive summary-----------------------------------------------5
Introduction---------------------------------------------------------6
Location in India---------------------------------------------------7
Swot Analysis------------------------------------------------------8
Working methodology--------------------------------------------9
Marketing strategy & purpose----------------------------10-14
Pricing--------------------------------------------------------------15
Pizza hut promotional strategy---------------------------16-23
Dominios vs Pizza hut------------------------------------24-26
Summary-----------------------------------------------------------27
Recommendation------------------------------------------------28

EXECUTIVE SUMMARY
5

Pizza Hut is one of the flagship brands of Yum! Brands, Inc., which also has KFC, Taco
Bell, A&W and Long John Silvers under its umbrella. Pizza Hut is the worlds largest
pizza chain with over 12,500 restaurants across 91 countries.
In India, Pizza Hut has 137 restaurants across 36 cities, including Delhi, Mumbai,
Bangalore, Chennai, Kolkata, Hyderabad, Pune, and Chandigarh amongst others. Yum! is
in the process of opening Pizza Hut restaurants at many more locations to service a larger
customer base across the country.
Some marketing strategies are created for the purpose of capturing a certain segment of
the market, but the majority of small business strategies are more generic in nature. Even
so, it's important to understand what your strategy is trying to achieve
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-for-profit, in all types of
industries, must engage in some form of promotion.
Types of Promotion

Advertising

Sales Promotion

Events/ Experiences

Public Relations

Personal Selling

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.
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.
Pizza Hut is a complete family restaurant.People are highly satisfied with the services and
quality of the food served at Pizza Hut..Most of the People visiting Pizza Hut are between

19 to 25 years of age.People feel that prices of Pizza Hut are high.Pizza Hut: Serving
from 95 outlets in 24 cities of India. US$ 25 million investment

INTRODUCTION
PROFILE
Pizza Hut is one of the flagship brands of Yum! Brands, Inc., which also has KFC, Taco
Bell, A&W and Long John Silvers under its umbrella. Pizza Hut is the worlds largest
pizza chain with over 12,500 restaurants across 91 countries.
In India, Pizza Hut has 137 restaurants across 36 cities, including Delhi, Mumbai,
Bangalore, Chennai, Kolkata, Hyderabad, Pune, and Chandigarh amongst others. Yum! is
in the process of opening Pizza Hut restaurants at many more locations to service a larger
customer base across the country.

PIZZA HUT STORY

1958: The legacy of Pizza Hut began, when two college-aged brothers from
Whichita, 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.
1986: Delivery service, as a new concept, is initiated
1996: Pizza hut comes to India with a dine in restaurant Banglore that has special
vegetarian pizzas.
7

 1997: Pizza hut opens a dine-in restaurant in Delhi.

2007: Pizza hut brought out our Thick n Thin Pizza and began to re-franchise our
dine-in restaurants.

LOCATIONS IN INDIA

SWOT ANALYSIS

Strengths:

Weaknesses:

Parking Facilities
Advertisings are very less
Fewer Outlets
No Social Welfare

Opportunities:

Good Quality Food (Hygiene)

Brand Name
Food worth its Price
Good Service

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.

WORKING METHODOLOGY
The American Marketing Association defines marketing as "the process of planning and
executing the conception, pricing, promotion, and distribution of ideas, goods, and
services to create exchanges that satisfy individual and organizational objectives."
Marketers use an assortment of strategies to guide how, when, and where product
information is presented to consumers. Their goal is to persuade consumers to buy a
particular brand or product.
A marketing strategy is a plan or an approach for marketing your products and services.
Successful marketing strategies create a desire for a product. A marketer, therefore, needs
to understand consumer likes and dislikes. In addition, marketers must know what
information will convince consumers to buy their product, and whom consumers perceive
as a credible source of information. Some marketing strategies use fictional characters,
celebrities, or experts (such as doctors) to sell products, while other strategies use specific
statements or "health claims" that state the benefits of using a particular product or eating
a particular food.
SYNTHESIS OF CORPORATE AND MARKETING STRATEGIES:
Marketing strategies explain how the marketing function fits in with the overall strategy
for a business. Examples of marketing strategies could be:
Business Strategy Example Marketing Strategies
Grow sales

Launch new products

Expand distribution (e.g. open more shops)
Start selling products into overseas markets

Increase profits

Increase selling prices

Reduce the amount spent on television advertising

Build
customerImplement a public relations programme
awareness
Invest more in advertising
10

MARKETING STRATEGIES AND THEIR PURPOSE:

Some marketing strategies are created for the purpose of capturing a certain segment of
the market, but the majority of small business strategies are more generic in nature. Even
so, it's important to understand what your strategy is trying to achieve.
Boost Consumer Confidence
Consumers are fickle lot and are frequently hesitant to buy a product they know little
about. If your business or products are new to the area, you could create a marketing
campaign that emphasizes the quality and value of your products. The resulting boost in
consumer confidence will likely translate into more action at the cash register.
Create Awareness
Another way to spark interest for your products is to conduct a campaign designed to
promote your products in as many ways as possible. In other words, your marketing
strategy could be to create buzz by blanketing the local airwaves, print space, and other
advertising mediums with your name, logo, and products. Increased awareness will
definitely bring more people into your store, but it also costs money, so you should be
prepared to increase your advertising budget to pull it off.
Leverage Emotions
No matter what they say, the buying decision is emotional for many customers. Large
corporations spend millions of dollars playing on their customers' emotions and what
works for them, can work for you, too. The key is to create a campaign that makes
consumers feel themselves, your company, and the decision to buy your products.
Overcome Objections
The task of overcoming a buyer's objections is usually assigned to the sales team.
However, a well-crafted marketing campaign can work toward overcoming your
customers' buying obstacles before they walk in the door. A marketing strategy that
emphasizes warranties, testimonials, endorsements, and other positive reinforcement
devices can not only make the buying decision easier for existing customers, but also
attract new customers who hadn't previously considered buying from your business.
Set a Deadline

11

Why do so many ads emphasize the date the sale ends? Because people respond to
deadlines! Marketing strategies designed around the idea of limited supplies, temporary
price reductions, or other mechanisms that create a sense of urgency can provide a quick
influx of customers and can potentially jumpstart a business suffering from a diminished
customer base.
FACTORS INFLUENCING MARKETING STRATEGY:

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TAR G E T C U S T O M E R S
E c o n o m ic /

MARKETING STRATEGIES AND TARGET CUSTOMERS:

The result of analyzing market segments leads the marketer to consider one of the
following target marketing strategies.

Undifferentiated or Mass Marketing Under this strategy the marketer attempts to

appeal to one large market with a single marketing strategy. While this approach
offers advantages in terms of lowering development and production costs, since only
12

one product is marketed, there are few markets in which all customers seek the same
benefits. While this approach was very popular in the early days of marketing (e.g.,
Ford Model-T), few companies now view this as a feasible strategy.

Differentiated or Segmentation Marketing Marketers choosing this strategy try

to appeal to multiple smaller markets with a unique marketing strategy for each
market. The underlying concept is that bigger markets can be divided into many
sub-markets and an organization chooses different marketing strategies to reach each
sub-market it targets. Most large consumer products firms follow this strategy as
they offer multiple products (e.g., running shoes, basketball shoes) within a larger
product category (e.g., footwear).

Concentrated or Niche Marketing This strategy combines mass and

segmentation marketing by using a single marketing strategy to appeal to one or
more very small markets. It is primarily used by smaller marketers who have
identified small sub-segments of a larger segment that are not served well by larger
firms that follow a segmentation marketing approach. In these situations a smaller
company can do quite well marketing a single product to a narrowly defined target
market.

Customized or Micro-Marketing - This newest target marketing strategy attempts

to appeal to targeted customers with individualized marketing programs. For micromarketing segmentation to be effective the marketer must, to some degree, allow
customers to build-their-own products. This approach requires extensive technical
capability for marketers to reach individual customers and allow customers to
interact with the marketer. The Internet has been the catalyst for this target
marketing strategy. As more companies learn to utilize the Internet micro-marketing
is expected to flourish.

TYPES OF MARKETING STRATEGIES:

13

Marketing strategies may differ depending on the unique situation of the individual
business. However there are a number of ways of categorizing some generic strategies. A
brief description of the most common categorizing schemes is presented below:

Strategies based on market dominance - In this scheme, firms are classified based
on their market share or dominance of an industry. Typically there are three types
of market dominance strategies:

Leader

Challenger

Follower

Porter generic strategies - strategy on the dimensions of strategic scope and

strategic strength. Strategic scope refers to the market penetration while strategic
strength refers to the firms sustainable competitive advantage.

Product differentiation

Market segmentation

Innovation strategies - This deals with the firm's rate of the new product
development and business model innovation. It asks whether the company is on
the cutting edge of technology and business innovation. There are three types:
o

Pioneers

Close followers

Late followers

14

Growth strategies - In this scheme we ask the question, How should the firm
grow? There are a number of different ways of answering that question, but the
most common gives four answers:
o

Horizontal integration

Vertical integration

Diversification

Intensification

PREPARATION OF MARKETING PLAN:

Once a strategy has been identified, then the business must develop an action to turn the
strategy into reality. The starting point for this plan is the setting of marketing objectives.
Marketing objectives are the specific targets for marketing set by the business to achieve
their corporate objectives.
Examples of marketing objectives might be:

Increase sales by 10%

Launch a new product by the end of the year

Achieve a 95% customer satisfaction rating

Increase the number of retail outlets selling our products by 250 within 12 months

It is important for a business to set marketing objectives because managers can then have
targets for their work. They can then measure more effectively the success or failure of
their marketing strategies to achieve these objectives.

15

PIZZA HUT PRICING

265.00

Onion & capsicum

Mushroom, onion, tomato & capsicum

Mushroom, capsicum, onion, baby

corn, tomato & olives

Mushroom, onion, tomato & capsicum

315.00

350.00

390.00

Chicken hot n spicy, green capsicum

& mushroom

425.00

Chicken hot n spicy, chicken tikka &

chunky chicken

480.00

16

17

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-for-profit, in all types of
industries, must engage in some form of promotion. Such efforts may range from
multinational firms spending large sums on securing high-profile 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 inventory 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.
Types of Promotion

Advertising

Sales Promotion

Events/ Experiences

Public Relations

Personal Selling

18

19

PIZZA HUT PROMOTIONAL STRATEGIES

PRODUCT
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. Besides offering an extensive range of vegetarian pizzas, it was the
first pizza chain to open a 100% vegetarian restaurant in India in Surat and

20

later in Ahmedabad and Chowpatty, where it offers a Jain menu 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 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
MARKET
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. Since then the market has
sustained considerable growth. 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 possible for Pizza Hut to aggressively extend its presence.

21

PROMOTIONAL OF PIZZA HUT

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 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.
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

22

 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.
Pizza Hut laid more emphasis on its restaurant dining experience.
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

Online promotional strategies

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
23

Even customer can do online order of pizzas

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 phones.

24

PROMOTIONAL STRATEGIES ACHIEVEMENT OF PIZZA HUT

Pizza Hut is the worlds largest pizza chain with over 12, 500 restaurants in more
than 91 countries, and serving over 1.7 million pizzas to nearly 4 million
customers across the world every day. The acknowledged worldwide leader of the
pizza industry since 1971, Pizza Hut has established itself as the market leader of
the category in India with a 48% share (internal survey).
Pizza Huts constant Endeavour 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 customers face - has
allowed it to increase its presence in India to the current 70 restaurants across 18
cities.
Pizza Hut has built a reputation of excellence that has earned it the loyalty of its
customers and respect of industry experts. Not only have the offerings from Pizza
Hut been voted number one in countless customer surveys, Pizza Huts
accomplishments as an innovative business leader have been cited by publications
such as Restaurant Business, Fortune and The Wall Street Journal

BRAND VALUES
Pizza Hut is all about giving a unique and unforgettable dining experience by
offering the best and most distinct pizzas and impeccable service, in a relaxed and
friendly ambience. Pizza Hut is fun, friendly and familiar it gives a sense of
belonging, of comfort and an experience that allows friends and families to share
a good time over great pizzas wherever and whenever. The truth about Pizza
Hut pizzas is that they act like a catalyst, a bonfire that brings people together

25

 Pizza here made by the dough for the crust, is made out of whole meal flour and
not of plain flour (maida), as is largely believed and is kneaded several times a
day at each Pizza Hut restaurant. For the delicious toppings only freshly cut
vegetables and whole unprocessed meat is used.
Pizza Hut holds the record for the worlds largest pizza (six feet in diameter),
which was baked and served at the grand opening of a Fort Worth, Texas Pizza
Hut restaurant.
Pizza Hut uses more than 700 million pounds of whole wheat each year,
representing the annual yield from nearly 500,000 acres of wheat and it uses more
than the equivalent of 525 million pounds of tomatoes annually. If the slices of the
more than 700 million pounds of pepperoni used per year by Pizza Hut were to be
laid side by side, they would create a path that would stretch around the world
twice and go to the moon!
Recent Developments
As a part of its continuing efforts to provide its customers with maximum value in India,
Pizza Hut launched the Tandoori range of pizzas, which have a distinct Indian
flavor and offer an innovative and exciting combination of toppings. These pizzas are
served with a sliver of lemon to enhance the overall experience of relishing each
scrumptious mouthful. Pizza Huts leadership in innovation was further reinforced with
the introduction of the Chicken Stuffed Crust pizza last year, which has a ring of
succulent chicken baked right into the crust making it the most delightful experience. The
latest offering from the Pizza Hut stable was the delicious Chettinad pizza, a
mouthwatering combination of the worlds best pizzas with strong flavours of the
Chettinad region. An initiative from Pizza Hut that met with tremendous success was
the Kids Eat Free promotion, which was introduced last year to coincide with the
summer vacations. This was the first time in India that a quick restaurant chain
offered a free pizza to all children, 12 years and below
26

PRICE AND PROMOTIONAL WARS BETWEEN

DOMINIOS AND PIZZA HUT
Company
Dominos

Price Range (Rs)

39-265

Pizza Hut

75-350

Dominos was spending 50% of its total

marketing

budget on special offers and discounts

along

with

delivered direct mailers and pizza training

classes. Dominos also had a tie-up with
Discovery

Channel

under

which

the

channel advertised its pizzas while Dominos

put the channels name on its mailers.
Dominos

conducted

Pizza

making

classes

for school students. In 1998, it offered a

clock to all its customers who had
bought Rs.15,000 worth of pizzas throughout
the year. Said a company official, Database
marketing is an important part of our strategy. in 1998, Pizza Hut
also launched a promotional campaign to attract the
customers. It had a Pan In Your Name contest where it offered a free pizza
to anybody with the word Pan in his/her name for example, Pankaj or
Panandikar. In April 2000, Pizza Hut launched its innovative Pizza Pooch Menu
and a Pizza Pooch Birthday Party package exclusively for kids in the 6-10 age
group.

27

In March 2000, Dominos slashed prices of Pizza by 40%. The price of a regular
Pizza with three toppings was cut from Rs.225 to Rs.130. In October 2000,
Dominos ran a scheme, where it gave away two pizzas for the price of one,
within five days of placing an order. During the same time, Pizza Hut launched a
one rupee pan deal scheme. Under the scheme, for every pan Pizza purchased,
another was given away for Re.1. In November 2000, Pizza Hut introduced a
scheme called barah nahin to tera (if not served in 12 minutes, it is yours free).
The scheme offered a speed lunch in 12 minutes for Rs.89. One second over 12
minutes guaranteed that the customer would get it free

Brand building through advertising

Dominos and Pizza Hut initially restricted their ad strategy to banners, hoardings
and specific promotions. In August 2000, Dominos launched the Hungry
Kya? (Are You Hungry) sequence of advertisements on television. A company
official said, We realized that a Pizza couldnt be slotted it could be a snack;
then again, it could also be a complete meal The only definitive common link
between

Dominos

Pizzas

and

eating

was

the

hunger

platform.

The launch of Hungry Kya? campaign coincided with Dominos tie-up with
Mahanagar Telephones Nigam Ltd. (MTNL) for the Hunger Helpline. The
helpline enabled the customers to dial a toll-free number (1600-111-123) from
any place in India. The number automatically hunted out the nearest Dominos
outlet from the place where the call was made and connected the customer for
placing the order. The number also helped Dominos to add the customers name,
address and phone number to its database. This was followed by Pizza Huts first
campaign on television in July 2001, which said, Good times start with great
28

pizzas. The ad was aired during all the important programs on Star Plus, Sony,
Sony Max, Star Movies, HBO, AXN, and MTV. Pizza Hut planned to spend
between Rs.70-75 million on the ad campaign in 2001. Said Pankaj Batra, The
first ad campaign on TV defines Pizza Hut as a brand, and what it offers to its
existing and potential customers. Once the awareness of this message is high, we
will focus on other facets of the brand and its offerings.

29

SUMMARY
Pizza Hut is a complete family restaurant.
People are highly satisfied with the services and quality of the food served at
Pizza Hut..
Most of the People visiting Pizza Hut are between 19 to 25 years of age.
People feel that prices of Pizza Hut are high.
Pizza Hut: Serving from 95 outlets in 24 cities of India. US$ 25 million
investment
A major player in the Indian fast food and beverage sector, holding about 50 per
cent of the organized pizza market
Factors for success: Offering value food. Moving beyond metros. Aggressive
marketing and tie-ups with local and popular brands. Developing the local supply
chain. Customizing product offerings
For Pizza Hut, India is: one of the top 5 growth markets worldwide.

30

RECOMMENDATIONS

Increase advertisements in all media.

Try to include low calorie Pizzas in the menu.

Try to reduce the price with the same quality & quantity.

Try to include students menu which starts with affordable price.

31