CRM

Ankita Malik
Gauri Mathur
HISTORY
 HISTORY
• 1958: The legacy of Pizza Hut began, when two college-aged
brothers from Whichita, Kansas, Frank and Dan Carneyopens
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 ofPizza Hut
restaurant in Canada.
• 1969:Red roof adopted for restaurants.
• 1972:Pizza Hut, Inc. listed on New York Stock Exchange under
the symbol PIZ.
• 1973 - Pizza Hut went international.
• 1977:Pizza Hut, Inc. stockholders overwhelmingly approve
merger with PepsiCo, Inc. for an undisclosedsum.
• 1982 - JVbetween PepsiCo andWhitbread
• 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.
• 1997 - Pepsi Moved aside for Drinks and Tricon GlobalCame
into motion.
• 1997:Pizza hut opens a dine-in restaurant in Delhi.
• 2002 - Tricon Global became YUM! Brands Inc.
• 2006 – WB sold their share of the JVto Yum!
• 2007 Pizza hut brought out our Thick n Thin Pizza andbegan
to re-franchise our dine-inrestaurants.
• 2008 - Bought Godfather's Pizzain Ireland with 28stores.
 Fun Facts
• Pizza hut are the world's largest user of cheese,
Over the course of a summer it is estimated that Pizza hut uses a
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 525.000.000
pound of tomatoes in oneyear.
• Gorbachev (the former president of the USSR)also played in aPizza
Hut commercial.
• In 2001 Pizza Hut sponsored a pizza delivery to the international
space station.
• The oldest Pizza Hut that is still functional is in Wichita,Kansas.
 MARKETING STRATEGY
• Pizza Hut’s Says:
We want to satisfy our customer by offeringthem
“The Best”.

• Be C.H.A.M.P.S
(Cleanliness, Hospitality, Accuracy, Maintenance,
Product quality and Speed)

• You will Find 3F’s at Pizza Hut

( Fun, Friendly and Familiarity)
 MARKETING PROCESS
• Understand the Marketing Place,Needs,
Wants & Demands
• Designing a Customer Driven Strategies
• Prepare a Marketing Plan
• Building Customer Relationship
• Capture value from customers in return
 Understand the Market Place,Needs,Wants&
Demands:

• Being lover of fine food Italians imported this terrific

dish to America.
• They always add something new to theirmenu, trying
to reach new markets.
• They offered many different food items forcustomers
who did not necessarily wantpizza.
• They are still using the diversification of their pizza
according to culture & people regional values.
• They offer different varieties ofpizza according to
customer’s want & purchasing powere.g. The Extreme
pizza.
 Designing a Customer Driven
Marketing Strategy:
• Their main strategy that they still followtoday
is the diversification of products theyoffer.
• Other strategies followed by pizza hut are
C.H.A.M.P.S. & 3 F’s.
• According to customer’s demand they make
their strategies by keeping following points in
mind;
– Which customer they will serve?
– How will they serve these customers?
 Which customer they will serve?
• They serve their customers on the bases of
income level, age through market segmentation.

• Their main segment which they has capturedare

combination of higher incomes & dual career
families.

• Their maximum market segment is younger

generation ranges from 12-30.
How will they serve thesecustomers?
• They fulfill their customer’s demandthrough;

– Value proposition

– Positioning

– Unique selling proposition (USP)

 Prepare a Marketing Plan:
• They develop best product with the resources
available.
• Their marketing plan is comprises on 4P’s;
– Product
– Price
– Place
– Promotion
 Building Customer Relationship:
• They build strong relationship with customer
by offering them best pizza and they create
customer delight through;

– Customer Relationship Management (CRM)

– Partnership Relationship Management (PRM)
 Customer Relationship Management
(CRM):
• In 1995 they began two customersatisfaction
program;
• 1-800 customer hot line & a customer callback
program.
• They’ve full service restaurant as well as delivery
services.
• Crewmember at pizza hut strive each day to provide
‘customer mania’.
• They also offer two products within singleprice.
 CRM@PIZZAHUT
• PIZZA HUT GIFTCARD
• ONLINE ORDER
• REMOVAL OF TRANS FATS
• NEW CHILDREN'SMENU
• STAFFTIPS
• PIZZA HUT GOES VOIP
• RETENTION AND REWARD
• THE OFFER
• WITH AXIS BANK DEBITCARD
• WITH CITIBANK DEBIT CARD-1/2 PRICEWEDNESDAY
• BUYANY MEDIUM OR FAMILY PIZZAAND GET THE 2ND
PIZZA AT HALF THE PRICE.
 Walking the Talk" with YUM!Leadership
Principles
• Customer Focus - We listen and respond to the voice ofthe
customer.
• Belief in People - We believe in people, trusts in positive
intentions, encourage ideas from everyone and actively developa
workforce that is diverse in style andbackground.
• Recognition - We find reasons to celebrate theachievements of
others and have fun doing it.
• Coaching and Support - We coach and support each other.
• Accountability - We do what we say, we are accountable, weact
like owners.
• Excellence - We take pride in our work and have a passionfor
excellence.
• Positive Energy - We execute with positive energy and
intensity...we hate bureaucracy and all the nonsense thatcomes
with it.
• Teamwork - We practice team together, teamapart.
CUSTOMER LOYALITY
PROGRAMS
 CUSTOMER LOYALTY
PROGRAMS
• Pizza Hut first time in its history’ introduceda
customer satisfaction hotline.

• Managers with weekly feedback from their

customers’ pizza hut hoped the feedback would
strengthen operations within the control ofeach
restaurant manager.

• They offer variety of local dishes according to

demand and liking of customers for loyaltypurpose.