pizza hut vs pizza company final
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Background
First Pizza Hut Building,
Wichita Kansas, USA
Since 1971, Pizza Hut has The most branches in
the world
1980 Pizza Hut set up Business in Thailand
Business Background
First Pizza Hut Building,
Wichita Kansas, USA
Since 1971, Pizza Hut has The
most branches in the world
1980 First Pizza Hut launched in Pattaya by William E. Heinecke
Background
1999 Set new business “Chicken treat &
Burger King”
2000 Breaking up with Pizza Hut and
Setting New Pizza in new brand named “Pizza Company”
Business Background
One-brand Market
Me-too products
Brand & differentiation
Competitive Journey
Pizza Hut with Yum! is multi-international brand that has R&D department
worldwide.
Extra Cheesy Sausage Bites Pizza Cheesy Sausage Bites Pizza
But, there’s no reason for The Pizza Company to do
anything different because they have more branches.
Mighty Meat Korea Bukoki Korean Meat Deluxe
X-Pan & Square Pizza One- 4 Share Pizza
78 < 254 Branches
Pizza Warfare 2006 - 2008
1980-2000 One-brand
Market
Me-too products
Brand & differentiation
Competitive Journey
Communication Target
Young Adults with fun & active lifestyle
Family & kids through their relationship
Source of Ingredient
Made from Holland cheese
Made from New Zealand cheese
Highlighted products
• Non-pizza menus for 1 person • Fried chicken
• Noom Hit Pizza & ‘Family’ set • ‘Value’ Set Menu
Communication Approach
• Different color scheme with big telephone number
• Brand Ambassador
Talent in target group’s age-range Celebrity (in some TVCs)
Communication Approach
Italian style
Italiano pizza special recipe with Vanilla
butter & milk
‘Buy 1 Get 1’ Promotion becomes tradition.
More than 10 yrs
‘Buy 1 Get 1’ Promotion becomes tradition.
Oct – November 2013
More than 10 yrs
Online Focus
Both brands create their own special offers for online users to boost up new-gen behavior to order online, not call center.
Less branches & mainly in BKK. Consumer lifestyle changed &
competitor focused.
20% 70%
Source : Prachachart newspaper : 20 September 2013
Market Share
What will Pizza Hut do?
Future Marketing Plan
Dokbia Turakij, 13 October 2013
AC News, September 2013
The new challenger
THANK YOU
REVIEWED BY ETERNITY EP.2
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