Product which I choose

“THROUGH THE
STRENGTH OF OUR HERITAGE ,OUR CULTURE, OUR PEOPLE AND
FRANCHISES, WE LOOK FORWARDTO EVEN MORE SUCCESS IN
DECADES AHEAD.”

PRESENTED BY :

Hammad Tariq
BEM / 861
Fall 1 2007
Institute of Business & Technology (Biztek)
 VISION STATEMENT

“To own majority shares of both the casual dine in

and delivery sectors in Pakistan and to become the
industry leaders through customer mania.”

MISSION STATEMENT

“To be the first choice among restaurants

and delivering brands by developing our
people capability to deliver maniacal service,
product quality, 100% customer satisfaction,
innovation and building great look and feel
restaurants to provide attractive returns to
our stake holders.”
 Fun facts

Pizza Hut serves more than 1.7 million pizzas every day,
to approximately 4 million customers worldwide.

Pizza Hut is the world's largest pizza restaurant chain,

with nearly 12,000 restaurants,

Delivery-carry out in more than 86 countries.

It employs more than 240,000 people worldwide.

Pizza Hut uses 2.5 percent of all the milk (over 3.2 billion
pounds) produced in the U.S. every year for cheese.

There are 4.2 billion pizza purchases made every year,

which equates to 11.5 million purchases every day. Half of
these purchases are done on Friday and Saturday.
 Products of Pizza Hut

Pizza hut provides a combination of products according to the

need of local and foreign customers. These poducts are:

Pan Pizza
Stuffed Crust Pizza
Hand-Tossed
Thin 'N Crispy
More4ALL
Cheesy Twisted Crust

Other food items

Calzones ("P'zones"),
Buffalo wings,
Pasta,
Breadsticks,
Cinnamon sticks,
Mozzarella sticks,
Jalapeño poppers.
Soft drinks Pepsi
Salad bar
Lunch buffet
 COMPETITORS

The main competitors of pizza hut are the following, these

competitors are local as well as multinational:

Pizza Next
Pizza Express
Pizza Expert
Papa John’s
Domino
 Market Share
MARKET SHARE:

This following graph shows that currently Pizza Hut has

maximum shares in the target market.

They have 90% shares and people prefer pizza hut

because of its quality and service provide by their staff.
Pizza Next
5%

Papa John's
2%
Domino
3%

Pizza Hut
90%
Who is the Franchiser ?

Yum Brand Inc.

It’s the pizza everyone eats backwards!

The pizza has a ring of cheese baked into the crust

for more cheese in every slice.

One of the most successful new products ever at

Pizza Hut,

Stuffed Crust Pizza was launched in 1995 in USA.

This new product by Pizza Hut that has been

launched in last Ramadan in Pakistani market.

It’s a hand tossed crust.

Stuffed crust pizza available in different tastes.

 HOW THIS CONCEPT HAS BEEN RAISED?

This idea is generated as a result of a lot of market research

They analyzed that most of the people eat the upper part of the
pizza and leave the remaining back side

Introduced a stuffed pizza that can easily eat by the young as

well as old people.

Launched this product in Pakistan during last “Ramadan”,

They introduce the promotion in a way that buy 2 pizzas and

get 1 free

After that they introduce this Pizza in Pakistan but in remaining

world this pizza is not a new concept.
 TYPES OF STUFFED CRUST PIZZA

Most of the following types of Stuffed Pizza is according to the needs

and wants of local customer requirements. All these following Pizzas
are available with a back of delicious cheese.

•Chicken Feast

•Chicken Tikka

•Chicken Fajita

•Fajita Sicilian

•The Euro

•Chicken Tandoori
Beefy Treats

•BBQ Beef

•Meat Lovers

•Hot and Spicy

•Beef Tandoori

Supremes

•Super Supremes

•Supreme

•Chicken supreme
 Classic Pizza
Cheese Lovers

Veggie Lovers

Splitzza
 Nutritional facts

A slice of “Stuffed Crust Pizza” contains calories starting

from 310 to 400 subject to different flavors and type of
“Stuffed Crust Pizza”.
The following facts are of beef “Stuffed Crust Pizza”
 Strengths

Company’s image
Quality and hygiene product
Unique pizza with cheese
Brand acceptance
Effective distribution network
Online order
Varity of tastes available
Chicken feast,Beefy treats,Supremes,Classic
pizza,Splitzza
Little competitor
 Weaknesses
Import duty
Competitions
High prices
Customer’s loyalty towards Pan pizza
Only large size available
Taste of Cheese

Threats
Threat of upcoming competition
Lowering tariffs on franchising and
licensing
Acceptance of low price local brands
 Opportunities

Economic component
Expansion opportunity
Demands of different tastes
Awareness increases
 MARKET ANALYSIS
TARGET MARKET
COMPETITOR ANALYSIS

TARGET MARKET
The population of Karachi is estimated at 13.5 million,
which is growing annually at around 5%

Their target market is the 10% of the total Karachi

population which is 150,000

Target market of stuffed crust pizza can be based on

two demographic factors:

•Income (high & medium Classes)

•Age
COMPETITOR ANALYSIS:

1. Stuffed Crust Pizza is not facing

direct competition because of its
uniqueness.

2. Other pizza restaurants don’t have

this cheese taste, that’s why at yet
there is no competitor of stuffed
Crust pizza.

3. Their USP (unique selling point) is

the ring of soft and delicious cheese
stuffed into the crust
MARKETING OBJECTIVES

•SALES

•PROFITS

•QUALITY

•DISTRIBUTION
 MARKETING STRATEGIES

Following are the strategies that Pizza Hut has adopted

to increase their sales and profit margin, as well to
increase there market shares for gaining competitive
advantages.

•CONSUMER BEHAVIOR PLAN

•MARKET SEGMENTATION

•POSITIONING

•PROMOTION
CURRENT ADVERTISING CAMPAIGN

Advertising Strategies:

For advertising of Stuffed Crust Pizza,

they use several sources:

Brushers
Billboards
Electronic Media
Print Media
Internet
TECHNICAL ANALYSIS

1.Technical risks

 One risk might be that people do not like the taste

of cheese.

 They want to replace cheese with Mayonnaise.

2. Legal and safety issues

3. Production
MARKETING MIX

1. PRODUCT/ SERVICE

There are several categories of stuffed Crust pizza,

such as:

• Chicken feat,
• Beefy Treats,
• Supremes,
• Classic Pizza ,
• Splitzza
2. PRICE

Stuffed crust pizza is priced as:

• Chicken feast Rs: 595-615/-

• Beefy treats Rs: 595-615/-

• Supremes Rs: 615-685/-

• Classic pizza Rs: 595/-

• Splitzza Rs: 615/-

3. PLACEMENT

Distribution objective is to achieve maximum territorial

coverage as well as the volume in order to meet sales
and profitability objective

They have a vast distribution channel for their stuffed

crust pizza

Head Office TO Outlets TO Costumers

4. PROMOTION

“The fourth marketing mix tool stands for the various

characteristics the company undertakes to communicate
and promote to the target markets”

Different promotional strategies used are

mentioned below in the promotion of Stuffed
Crust Pizza.

•If you buy 2 Stuffed Crust Pizza get 1 free.

• Mid night deals: from 12.00 AM get discount on buying

of Stuffed Crust pizza.
OBJECTIVE

The main objective is to increase the market share by

15% by the end of the fiscal year 2006-7.

STRATEGIES

•Convert the other fast food users into pizza users.

•To induce trial by loyal pizza users of other competing

products