Group Members :-

Contents
History of pizza hut
Vision and mission
Competitors
Product line
Launch in India
Swot analysis
Porters five force model
Ansoff matrix
Key success factor
Future plans
Source of information
History
1958-Frank and Dan Carney open the first Pizza Hut in Wichita, Kansas.
1972 -1000 restaurants are open throughout the USA.
1977-PepsiCo bought Pizza Hut.
1980-Pan Pizza was Introduced
1986-By now, there were 100 restaurants in the UK and 5000 world wide.
1988-The UK's first delivery unit was opened in Kingsbury, London.
1992-There were 9,000 restaurants in 84 countries
1994-10,000 Pizza Huts were open for business.
1997-PepsiCo decided to focus on their drinks business. As a result, Tricon
Global Restaurants was born, creating the largest restaurant brand in the
World. Tricon became the partner company with Whitbread. The Sicilian Pizza
was launched in the UK, where there were 277 restaurants and 100 delivery
2000-Pizza Hut introduced The Edge, a thin pizza with toppings all the way
round the edge.
2005-The 4forALL was launched. Over 600 restaurants were open in the UK,
70 of them as Franchise units.
2008-We bought Godfather's Pizza in Ireland with 28 stores. We also launched
our Pepperoni Stuffed Crust & Garlic Crust pizzas, larger 4 for ALL and a new
range of Tuscani pastas in the UK.
 Mission :- We take pride in making a perfect pizza and providing
courteous and helpful service on time all the time. Every
customer says, "I'll be back!"
We are the employer of choice offering team members
opportunities for growth, advancement, and rewarding careers
in a fun, safe working environment.
We are accountable for profitability in everything we do,
providing our shareholders with value growth.

Vision : to make the people know that for all the eating
items they desire to eat can be made available in minimum
time without our effort excluding money
MAJOR COMPETITORS
Domino's Pizza
Papa John's
Little Caesar's
Pizza price comparison
Company Price range(rs)

Dominos
39-265

Pizza hut
75-350
Pizza hut versus dominos
Both chains claim to be leaders: Pizza Hut for casual
dining, Domino's for delivery. But there's quite a bit of
crossover. Domino's has been renovating its takeout
storefronts to add eat-in tables and now does up to
40% of its business in some locations that way. Pizza
Hut claims as much as 50% of sales from delivery in
some stores, and ten of its outlets are takeout only.
Pizza Hut boasts 30% year-over-year sales growth in
India; Domino's says its is 55%
Contd.
Domino's are not a restaurant player.
At Pizza Hut you get table service. You get to order
appetizers, salads, and dessert as well.
Market share captured by pizza hut
PRODUCT
LINE Pan
The Italian
Cheesy Bites
Stuffed Crust
Thin Tortilla Pizza
Delicious Margherita pizza
Tuscani
Traditional Lasagne*
Spinach & Ricotta
Cannelloni*

Salmon Pasta Bake

Tomato & Mozzarella
Mezzaluna*
Tagliatelle alla carbonara
Chicken & Mushroom
Pasta Bake
Tori's Tomato Pasta Bake
Arrabiata
Launch of pizza hut in India
The Pizza Hut franchise stepped into the Indian fast food market
by opening a dine-in restaurant at Bangalore in 1996. The pizza
franchise soon expanded itself in India and now has the KFC
brand beneath its umbrella. The fast food franchise was the first
international fast food firm to make an entry into the Indian
scene and has thus pioneered the Indian pizza market.
The menu provided at the Pizza Hut franchise is that of a
complete meal. Customers are considered as honoured guests at
the fast food franchise and are treated accordingly. It is the
customer satisfaction provided by the specialty food franchise
that enabled it to position itself at the top of the Indian fast food
market.
The fast food franchise also ensures that it adds an Indian touch
to all the varieties of pizzas that it makes
Performance in India
Pizza hut is believed to have close to 50% market share of
the organized pizza retailing segment in India.
According to the article 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$ 275,000-335,000and is borne by the franchisee.
SWOT ANALYSIS

strength weakness

opportunity threat
STRENGTHS AND WEAKNESS
Strengths
Part of the largest restaurant chain in the world
Over 20,000 franchises around the world
Brand leader in the UK
Innovative range of pizzas under one roof
Famous television advertising
Food attracts people of various ranges from young to old.
Sound financial situation and international turnover.
offer full service and delivery service
Pizza Hut sits on top of global full-service restaurant tree
Weaknesses
Loyal customers are feeling that the satisfaction of the pizzas is
declining.
While Novak said Pizza Huts expansion into China is going
exceedingly well,
there is battling problems in New Zealand and Australia.
There are complex computer systems and internal conflicts from
franchisees.
There is a lack of an organic pizzas, which will limit the target market
Pricing strategies
OPPORTUNITY AND THREATS
Opportunities
New Pizzas with different crust sizes and flavours.
Pizza Hut expands Indian market menu and looks to old favourite to
bolster
sales in the US
Pizza Hut targets upscale products and a downscale consumer base
Threat
Rising competition undermines Pizza Hut as consumers go for greater
convenience
Rising cheese costs threaten margins
Threat from Dominos pizza, also from Mc Donalds who have tried to
introduce a new meal that is a Pizza called: McPizza.
Porters five forces model
Threat of new
entrants

Bargaining Bargaining
power of Competitive
power of
suppliers rivalry
buyers

Threat of
substitute
products
 The threat of new entrants
Reduce the market share
Offer cheaper products
Consumer shift from pizza hut to other
Bargaining power of suppliers
Supplier control the cost &supply of raw material
Replace it with substitutes which are cheaper
Should order in bulk so price will be cheaper
Threat of substitutes
It is very high as different substitutes are available.
 Bargaining power of buyers
Buyers have low power
Because of few players in the industry
Degree of rivalry
It can either be low-level or high level
Competition is high, though market is wide.
Must have aggressive advertisement and competitive
pricing.
Ansoff Matrix
 Ansoff Matrix shows the main strategic options available to firms.
The best option for Pizza hut is to introduce new products in existing
market.
So this firm should follow a product development strategy. This may
involve
substantial modification of or additions to its present product range,
which in turn might require extensive research and development. So
Pizza Hut can introduce a new Pizza with different toppings in order to
widen their product range.

Also as Pizza Hut lead this market segment they have the money to
indulge in research and development.
We feel that Pizza Hut should not follow the strategy of diversification,
this is a high risk strategy as it would be very difficult for them to find a
completely different product as they are un experienced and have
limited skills.
Promotional strategy
Promotional strategies
Building emotional bond with customers.
Bell rang by customer when they leave
Providing entertainment
Organizing contest
Launching pizza with Indian flavor like tandori pizza
and tama tam
Diversification of pizzas
Coupon to purchase
Using billboard on main stream
 Factors for success
Offering value food.
Moving beyond metros.
Aggressive marketing and tie-ups with local and
popular brands.
Developing the local supply chain.
Customising product offerings
Future plans
For Pizza Hut, India is: one of
the top 5 growth
markets worldwide.
Future plans India:
presence in 35 cities by 2005,
55cities by 2009
The expansion programme
will make Pizza Hut the fastest
growing western
restaurant chain in India.
Source of information
www.times100.com
www.marketingteacher.com
www.icmrindia.org