pizza hut term paper bba

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Executive summary:
Pizza Hut, a world famous international fast food chain has been in operation in
Bangladesh for more than one year. They have started their operation in Bangladesh at
8/19/2019 Pizza Hut Term Paper BBA
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the end of 2 !. "ince then, they have been able to attract a wide range of customers
especially from the elite society. "ome of their mouthwatering menus include the
famous #Pan Pizza$% pizza made on a flat pan with delicious toppings of mushrooms,
capsicum, beef and bar%b%&ue chic'en. (ven though there were several fast%food
stores operating in )ha'a city, they in fact focused on a bit of every item. Pizza Hut is
the first of its 'ind to concentrate only on pizza. *ntroduction of Pizza hut in
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Bangladesh has generated a fairly tough competition among the reputed and e+isting
fast%food stores in )ha'a city.
ur report focuses on the basic mar'eting research, international competitiveness and
a thorough analysis of the mar'eting strategy in terms of price, product, place and
promotion and suggests ways to improve the -Ps. The report also focuses on customer
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relationship management and offers recommendation to improve customer e&uity and
customer relation.
detailed outline of the company$s website is also provided and our own views about
Pizza Hut$s domain are given to ma'e the site more popular among people. The
company$s ethical and social responsibility is evaluated and suggestions are provided
for more proactive participation in social responsibilities. /inally an assessment on
Pizza Hut$s strengths, wea'nesses, opportunities and threats, Porters )iamond, P("T
nalysis, five forces of industry competitiveness are provided .*n the course of this
report, we have discovered that there are more to learn in the real life business
scenario and that it differs from the te+t boo' information in several ways.
Introduction
The urban community in Bangladesh has always longed for a reputed fast%food chain
to be in operation in this country, which add an e+tra dimension to the city life and
would also facilitate a particular segment of the community to #hang out$ in their free
time. By opening a franchise store in )ha'a city, Pizza Hut has fulfilled the long%term
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dream of the city dwellers. They started their operation in Bangladesh at the latter part
of 2 !. *n our report, we have tal'ed about the preliminary operation of Pizza Hut in
)ha'a and how they have planned their mar'eting.
Company Background
Pizza Hut started its 5ourney in a busy locality in 6ichita, 7ansas 8" in the year
1403. *t was the idea of two college students and also brothers, )an and /ran' 9arney
who started the business with a capital of : borrowed from their mother. 1404
Pizza Hut is incorporated in 7ansas and the first franchise unit opened in Tope'a,
7ansas. *n 14 1 Pizza Hut became the number one pizza restaurant chain in the world
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on both sales and number of restaurants. Pizza Hut got their big brea' in 14 when
Pepsi9o by ! 8." units, bought them out. The Pizza hut management too' a
philanthropic effort when they employed 1 , disabled people in different positions
in the organization under the #;ob Plus$ program. 144 n ctober , 144 , Tricon
<lobal =estaurants, *nc. was formed as a result of a spin%off from Pepsi9o *nc. of the
three restaurant concepts % Pizza Hut, 7/9, and Taco Bell. Pizza Hut launched
>Totally ?ew Pizzas>, a &uality initiative putting sliced, fresh vegetables and meatier
1!
meat toppings on pizzas. 9urrently they have 12,0 restaurants across 41 countries.
Today, they are the highest%flying brand of @Aum =estaurants *nternational$. The
franchises of Pizza Hut are spread all around the world covering ma5or parts of the
?orthern hemisphere namely 8" , 9anada, *reland, 8.7 and other ma5or (uropean
cities. 9urrently Pizza Hut is the recognized leader in the fast%food business with a
global asset of :20 billion. (very year, Pizza Hut uses more than million pounds
of flour, 020 million pounds of tomatoes and million pounds of pepperoni. *f all
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those pepperoni slices were laid side by side, they would stretch around the world
twice and go to the moon
Their introduction into the subcontinent started when they came to *ndia in 144 .
/rom then onwards, they have been doing very productive business with e+cellent
promotional campaigns.
Pizza Hut in Bangladesh
Pizza Hut moved into Bangladesh with the motto of #Thin' global and act local$ and
their observed mar'eting activities totally agree with this motto.
Pizza Hut started its operation in Bangladesh on the th of )ecember 2 ! under the
banner of Transcom /ood and Beverages CDT)E a concern of Transcom group Dtd,
with the head operation of Bangladesh, Fr. ''u 9howdhury. The ma5or items of
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Pizza Hut include Pan Pizza, which is categorized under several items such asG Beef
lovers, Bar%B% ue 9hic'en and rabiatta Cwith beef chic'en or prawnE. They come in
different size and shapes and of course, under different price range. Besides, a wide
selection of the world%renowned Pizza Hut pizzas, the menu includes delightful ap%
petizers such as crunchy garlic bread and chic'en wings, and a wide choice of
delicious soups, delightful pastas and mouthwatering desserts. Foreover, the restau%
rant boasts of the famous Pizza Hut "alad Bar, where customers can ma'e their own
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always trying to deliver the service that the customer desires from them. *n this way,
they believe that they would be able to maintain the topmost position in Bangladesh
and thus giving them an upper hand over their competitors.
Pizza Hut%Bangladesh is passionate about ma'ing and serving the best pizzas 5ust li'e
its other global franchises. nd that includes going to any length to ma'e the
customer$s e+perience with Pizza Hut an en5oyable one. The signature pizza crusts at
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Pizza Hut are Pan Pizza, *talian Pizza, Thin #n$ 9rispy, "tuffed 9rust, the Big ?ew
Aor'er, the "icilian and the Hand Tossed Pizza. *nitially, two of these crusts are being
served at the new outlet in )ha'a I Pan Pizza, which is golden brown and crisp on the
outside, and light and fluffy on the insideJ the *talian Pizza, made with a traditional
*talian sauce, with a thin and crispy crust. ther than pizzas, Pizza Hut also offers a
range of "oups, refreshing Beverages, Pasta, "hrimp coc'tail, 9hic'en 9alypso,
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"hrimp and 9hic'en Fushroom, fresh and crispy fruits and vegetables Cand dressingsE
at the "alad Bar, and delightful )esserts.
The outlet, with a seating capacity of 22 persons, is located on "outh venue,
<ulshan 1. 9overing an area of sft, it is one of the largest Pizza hut in *ndian
subcontinent. This is the first of a total of five outlets that they plan to open in the
country over the ne+t three years. *n all the outlets that they are planning to open, they
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are relentlessly trying to promote the sense of #/amily Pizza Place % a perfect outing
place for any family$.
The main mission of Pizza hut Bangladesh is to serve the best pizza to any pizza
lovers and also other customers. However, for the sa'e of proper commercialization,
they have focused mainly on the upper middle class and higher%class residents of the
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)ha'a city. They have also targeted the foreigners residing in Bangladesh as their
customers.
"tarting with this mission, Pizza hut Bangladesh won the e+cellence award for the
year 2 -, being the best restaurant all over the subcontinent. The award has been
given to Fr. ''u 9howdhury and the whole Pizza Hut team, Bangladesh.
ver the years, Pizza Hut KL
has delighted customers with a variety of innovative pizzas. Aou can count on Pizza Hut to bring your family traditional and not%so%
traditional *talian pizza recipes that your family will love. Here are 5ust a few of Pizza
Hut@s remar'able food innovations worthy of being listed at the Pizza Hutseum.
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The Thin @? 9rispyKL pizza is based on the first pizza that we
ever served bac' in 1403. nd it@s been so popular that Pizza
Hut has been offering Thin @? 9rispyKL pizza ever since The
crust is rolled thin to be perfectly crispy and adds 5ust the
right amount of crunch.
The Pan Pizza is merica@s M1 favorite, golden%brown on the
outside, soft and chewy on the inside. Pan Pizza was
launched nationally in 143 . Fore than 2 years later, our
customers love it so much that nearly every other pizza we
sell is a Pan Pizza.
The Hand%Tossed "tyle pizza was Pizza Hut@s first step into
the traditional crust segment. The crust is not too thin and not
too thic'NO it@s a crust that everyone in the family can agree
on.
2
*t@s the pizza everyone eats bac'wards The pizza has a ring
of cheese ba'ed into the crust for more cheese in every slice.
ne of the most successful new products ever at Pizza Hut,
"tuffed 9rust Pizza was launched in 1440 with commercials
including )onald and *vana Trump, )ennis =odman, )avid
=obinson, =ush Dimbaugh and more.
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The pizza so big it covers three Q*P codes *t@s the ?ew Aor'%
style pizza at an un%?ew Aor' price introduced in 1444. *t@s a
pizza thatNORs ! S larger than our large pizza. Daunched
with an advertising campaign featuring big ?ew Aor'ers such
as )onald Trump, /ran )rescher and "pi'e Dee, this product
is the most successful new product in the history of Pizza
Hut.
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ll the taste of the Pan Pizza pac'ed into a pizza for one
The Personal Pan Pizza KL
revolutionized lunch and became the perfect solution to satisfy pizza cravings in a hurry. 6e
introduced merica to the perfect pizza for on%the%go bac' in
143!. Today, you can find Personal Pan PizzasKL in airports,
college cafeterias and even sports arenas.
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The ()<(N U Pizza has toppings all the way up to the edge.
This pizza, overflowing with toppings and no outer crust, was
originally introduced in 144 . (verywhere they turned,
mericans were challenged with, Have you been to the edge.
school'id standing on a des', a football coach, (lvis
Presley and Fi'hail <orbachev were among the many to as'
this provocative &uestion.
generation. The 8ltimate 9heese Pizza is as much cheese as
you can fit on the Hand%Tossed%"tyle pizza crust, which
made it not 5ust another cheese pizza, but the ultimate pizza
e+perience.
The "icilian Pizza is the most powerful pizza from Pizza
Hut. *t was introduced in 144-, and it 'eeps coming bac'
This is the mother of all pizzas with garlic, basil, and
oregano ba'ed into the crust. ?o wonder we as'ed, 9an you
handle it when we re%introduced the "icilian Pizza in 1443.
Mission:
VThin' <lobal, ct Docal % with this motto Pizza Hut, Bangladesh dedicated its
resources and offered e+cellent service in providing delicious pizzas and at the same
time achieving customer$s satisfaction. Their mission statement is given belowG
#Pizza Hut provides the perfect mi+ of great food, great service and great place at a
great value to our customers who are loo'ing for a grand e+perience. 6e believe in
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positive intension, and maintain a strong internal environment by developing our
competitive wor' force, which we trust. The latest technological tools along with the
best support systems from our franchiser A8F *nternational is used to ensure easy
wor'flow and to ma'e our restaurants the favorite in the 9ountry.$
Code o Conduct:
ll Pizza Hut sites wor' to the 9H FP" standard
9leanliness
Hospitality
ccuracy
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These si+ items define the very core of customer e+pectations. 9H FP" have
become the vehicle, which drives perations (+cellence into the business and also
supported by a reward and recognition scheme for the Team members.
The #9H FP" chec'$ is a tool used to ensure consistency of service and product
&uality across the entire Pizza Hut estateJ in fact it is used for all the Tricon Brands
internationally.
Marketing !"#ectives and $oals:
To hold the number one mar'eting position in the fast%food industry in
Bangladesh.
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Be recognized chiefly for providing &uality products, e+cellent care and
satisfaction to the customer.
To increase the number of pizza sales by increasing the number of outlets in
)ha'a city as well in other profitable parts of Bangladesh.
"uccessfully open two more outlets in )ha'a city in areas li'e 8ttara and
)hanmondi in the ne+t 2 years and also in "ylhet.
To open a 'id$s zone and serve meals specially designed for 'ids.
Target Market:
The target mar'et strategy is undifferentiated. *t means that they do not target any
specific type of customer. Pizza hut started its 5ourney with the focus of serving
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families mainly but they cater to people of all age group. Fost of the male and female
come in groups of friends.
*n fact the management claims that their target customers would be anybody who
loves pizzas. "ince it is &uite impossible to focus on the entire target group, they have
limited their attention to the foreigners living close to the diplomatic zone and the
teenagers who come from an elite society.
Market %esearch:
Pizza hut has a broad range of customers. This is because pizza is e+tremely popular
with a wide range of people. *n order to satisfy the needs of customers, mar'eting is
also involved in new product development. There are several steps to go through
before launching a new product. The "imulated Test Far'eting would be the
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appropriate mar'eting tactics to evaluate the new product offering. *n this type of test
mar'eting, the mar'eting department can show ads and promotions varying in
different ways. The new product will be offered to the customers along with the other
e+isting products. Then the authority should note how many customers are willing to
pay for the new product. /or doing this the first step is to carry out research to find
outG
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• 6hat people thin' about pizzas Cwhat role do they play in peoples
lives, when do they eat them and so onE
• 6hat do they li'e about pizzas.
• 6hat do they disli'e about pizzas
• 6hat do they want from pizzas
This information is collected together and used to create for prototypes. The
ideas are tested first on consumers, before ma'ing any pizzas. Based on their
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observation, they should decide whether to 'eep this particular product offering in
their menu. *f the feedbac' is not productive then the authority should cease
producing this product. nce they have perfected the pizzas, the product is
launched.
)esign llowances
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Transportation
Dogistics
*n order to achieve the mar'etingob5ectives we need to follow some guidelines that
wouldinfluence the mar'et share. *f we focus on the Business 'i e Cycle of Pizza Hut
Bangladesh then it can be said that it is still in its growth stage. *n order to e+tend the life
cycle for a longer time the mar'eting department could ta'e some initiative or tactics.s
it is already 'nown that the brand image of Pizza Hut is very strong due to its
0
yearlong reputation though not much widely 'nown in Bangladesh yet. /or holding
mar'eting position, Pizza Hut is practicing Psychological Pricing &trategy during
promotions and other special occasions.
The authority can ta'e steps to offer pizzas at an economy price Ce.g. a price
range of T'. 3 to T'. 1 , Ce+cluding the W TE. The ground for
recommending this price range is, since Pizza Hut can afford to offer pizzas
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during sales promotion at T'.44, therefore it is 5ustifiable to offer pizzas at the
above recommended price. The manager informed us that this increases their
profit margin by around T'.- .
They could also facilitate their customer groups by offering coupons for the
regular customers li'e offering a substantial discount for family parties.
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*t has been observed that in spite of being a ma5or international franchise they
are yet to come up with proper promotional tactics. *n order to improve this
scenario, the Pizza Hut% Bangladesh authority could ta'e some aggressive
promotional strategies. They have to utilize the print media for their benefit to
a greater e+tent. They can place their ads on the first or the last page in such a
position, which has to be colorful and would cover a significant amount of
column space.
Pizza hut can begin to give some facilities li'e home delivery service. "ince it
is difficult to serve hot pizzas due to heavy traffic 5am, it can be recommended
to deliver frozen pizzas.
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Product:
The first and the only truly international chain restaurant in Bangladesh, Pizza Hut
offers the same great taste, wonderful dining e+perience and e+cellent service.
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"ince the ma5ority of the population in )ha'a city is Fuslim, it is very important that
Pizza Hut serves meals, which are to be accepted by their respectful customers. The
Pizza Hut team needs to assure that the food served is H D D since it really does not
matter in other countries whether the food is H D D or H = F as long as the foods
are hygienic.
Di'e the rest of the world, Bangladeshis are also now aware and health conscious.
They have lots of preferences amongst food items and also in &uantity of food inta'e.
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?umber of vegetarians has increased and 'eeping that in mind, Pizza Hut offers
veggie pizzas. 9ustomers also have the option to create their own pizzas selecting
e+tra toppings, e+tra cheese or those who wants less cholesterol can as' for less
cheese. Dast year, in ;uly, Pizza Hut launched new items such as % the new pizza%
seafarer, seafood symphony, and beef supreme. These items will give added features
giving options to customers to try out dishes of their own choice.
0
*n order to have a significant mar'et positioning in consumers mind, Pizza Hut could
introduce several pizzas with local taste and probably give them local names as well.
This process might be troublesome but once done, they might end up successfully. *n
order to do so, they would obviously have to 'eep their own standard and &uality of
product. To maintain their &uality, people associated with the 'itchen should be
efficient and highly trained since a variation in standard and taste might result in
dissatisfied customers.
Product ( Branding:
Pizza Hut has been very successful in positioning their brand name in the target
customer$s mind. The only things that Pizza Hut accomplishes while brand
positioning is that it has a superior product attribute. They can give a uni&ue taste and
e+perience when one visits Pizza Hut. Pizza Hut positions themselves with strong
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benefit attribute by giving e+cellent service within convenient time. The strongest
attribute in brand positioning % beliefs and values, does not have so much to do with
Pizza Hut. ll they can do is ma'e the consumers believe that they are given e+tra
care and importance. ther than that, eating pizza doesn$t actually ma'e you feel
more important or attractive.
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Pizza Hut was very careful when it selected its name. The name VPizza Hut was
named 'eeping in mind all the crucial aspects needed to name a company in order to
be recognized in consumer$s mind. n important part of branding is that the name
itself should by itself inform the consumer about what the company is all about. /or
this instance anyone can identify that VPizza Hut has something got to do with
pizzas. VPizza Hut is easy to pronounce, recognize and remember. The brand name
VPizza Hut is distinct from most of its competitors Cespecially in BangladeshE.
nother important thing is that the name should be e+tendable I and VPizza Hut can
be easily e+tended to www.pizzahut.com. The name of a company should be easily
translated into foreign languages. *n order to avoid any sort of dispute or
dissatisfaction when the name is translated giving any vague or indecent meaning is
not probably possible with Pizza Hut. /inally, VPizza Hut li'e it should be is
registered and has legal protection. 6e can say that VPizza Hut gave a lot of thoughts
1
when selecting their name in order to have a positive and long%lasting position in
consumer$s mind.
nother important thing that should be noted is that Pizza Hut in its all outlets serves
only Pepsi 9o beverages. This is another plus point why consumers are li'ely to
remember the brand name VPizza Hut , since Pepsi is a very well recognized brand by
itself and almost everybody 'nows about their product.
2
*t is &uite easy for Pizza Hut to introduce additional items to their product category
under the same brand name, such as new flavors, forms, colors, ingredients, or
pac'age sizes. The vast ma5ority of all new%product activity consists of line e+tension.
fter having a positive brand positioning in consumer$s mind Pizza Hut has been
&uite successful managing their brand. They offer the same &uality and gives higher
priority to all consumers throughout the world. /or all these reasons Pizza Hut has
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been able to serve so many consumers for such a long time and hopes to do the same
in the future.
*n order to 'eep pace with the food industry in Bangladesh, Pizza hut tries to 'eep
their current pricing similar to their competitors. *f the price is charged too high, they
won$t be able to attract more customers and also 'eep the e+isting ones. *f price
charged is too low, it can have a negative impact. 9urrently, the least price charged
by Pizza Hut is T' 12 whereas Pizza Hut$s ma5or competitor )ominous fi+es its least
price at T' 1 0. This gives Pizza Hut a competitive advantage over )ominous. But,
our survey result on ?"8 students showed that 0S of them thin' that price of Pizza
Hut is high.
Fa5ority of people in )ha'a come from lower and middle class, thus charging a little
more, 'eeping a narrow margin of profit would be appreciated. Pizza hut might also
start introducing the discount schemes for regular customers, students along with
3
providing 1 S discounts for celebrating birthday parties, which they have already
introduced.
Pizza hut can provide the free offer, saying I if you buy one medium pizza then you
get one half of another medium or one personal pan pizza free. <iving such offers can
increase the number of customers.
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Place:
*f Pizza Hut wants to ma'e significant profit out their operation in Bangladesh, li'e in
any other countries it is very important to position it in proper locations. 9urrently
they have their outlet in <ulshan%1, which is a very good location and have access
3
from all parts of the country. The nearby roads and the environment itself are
satisfactory. (ven though they have this outlet located in a very good location many
people is unwilling to travel all the way from their home to have pizzas because of the
distance. This statement is also supported by the ?"8 surveyed students who ran'ed
location as the second important criteria for selecting a fast food shop. *n order to
reach more consumers, e+tending their outlets would be a very good step that they can
ta'e. "ince Pizza Hut is planning to open more outlets within the ne+t few years it is a
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very crucial for them where would they open their ne+t outlets to ma+imize more
consumers.
3!
ccording to the current situation and trends it can be said that )hanmondi and Baily
=oad could be the best location for their outlets. Besides this two place, Pizza Hut
could be thin'ing of opening other outlets in 8ttara and Bashundhara. The reason
behind the latter two locations is because 8ttara is being more and more populated
nowadays and the place is &uite far from <ulshan%1, so many people, eager to have a
pizza don$t go here because of the distance. The reason behind thin'ing of
Bashundhara is, people from different parts of )ha'a are moving to Bashundhara and
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this should also be noted that many private universities are building their main
campus in Bashundhara. ?orth "outh 8niversity C?"8E X *ndependent 8niversity of
Bangladesh C*8BE has already started building their main campus there. The location
has a notable large number of offices Cmainly private officeE located there, thus people
involved in 5obs could go to Pizza Hut and have a &uic' bite.
*n order to e+pose their brand, Pizza Hut should not only thin' of e+tending their
outlets in )ha'a city but to other districts as well. "ylhet and 9hittagong could be a
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very good location to e+tend in the first place. They can gradually e+tend their outlets
to all over Bangladesh.
)istri"ution &trategy:
Pizza Hut can run smoothly once they have e+tended their branches. ?ow with the
only outlet that they have, they do serve a lot of customers everyday but could
increase them when they open new outlets.
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ne very important step that Pizza Hut can underta'e is by introducing VHome
)elivery service. nce this step is ta'en, many customers would be happy and have
a pizza sitting at their home comfortably. ther initiative that Pizza Hut could ta'e is
that they can introduce drive%in outlets in Bangladesh in several suitable locations.
This would distinguish Pizza Hut from other fast food shops as no one has ta'en this
step before. Besides, drive%in outlets are very common in rest of the world. This could
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be costly and not so profitable in the first stage but the novelty of this idea has a
chance to be well accepted by the consumers and Pizza Hut would gain the position of
being pioneer by introducing this and might even en5oy a competitive advantage of its
competitors. *n order to ma'e customers delighted, Pizza Hut need to be innovative
from all aspects. Then gaining the best position in the overall mar'et would be very
easy.
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"ince the focus has been to develop a product mi+, which uploads the tradition of
Bangladesh, it would be wise to promote this product through a campaign, which
would clearly emphasize on cultural values. Blending the western concept with the
local image will be a difficult tas' and at the same time not a very good approach for
mar'eting. Therefore, if Pizza Hut introduces or launches their new product during
any traditional festival that the Bangalis give value would be given higher priority.
/or instance, rather than launching the product during any time, it would be better if
42
the product is launched on the occasion of VPahela Baisha'h . This can add a positive
impact and people would really trust to what Pizza hut means saying I Thin' <lobal,
ct Docal. "ince Pizza Hut does very little promotions on T.W, most of the consumers
have heard about Pizza Hut mainly through friends and relatives. ur survey showed
that 01S of the ?"8 students have heard of it from word%to%mouth sources and !4S
were informed through leaflets. The Pizza Hut authority can ta'e initiatives to air
more number of ads on the television and newspapers and also in attractive posters on
4!
selected magazines could proved to be the best promotional tools for Pizza Hut. The
ads on T.W should be broadcasted in 9hannels li'e ?TW, 9hannel *, during the time of
pm I 4pm, which is considered to be the prime time for families.
4-
ne advertising promotion that Pizza Hut underta'es is, they distribute leaflets hand
to hand in front of universities li'e ?"8, *8B etc, to attract more and more students.
*n the month of Farch, Pizza hut provided the V"hadhinota ffer on the occasion of
the *ndependence )ay. Dater, they decided to e+tend the offer till the end of pril
because of the Bengali ?ew Aear coming up. The offer included one personal pan
pizza CPPPE for T' 44 only. CThe advertisement for "hadhinota offer and the
?oboborsho offer are attached in ppendi+ 9.E "uch an offer was also given during
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the month of =amadan when customers were allowed to have #as much as they can$
paying T' 2 only.
Pizza Hut is also offering T' - per scoop of any flavored ice cream in this summer.
The advertisement for ice%cream offer is shown below.
4
ne of the main focuses of Pizza hut should be #home delivery$ service. This could
gain more customers. Promotion can also be done through direct mar'eting.
9ustomers can be provided special discounts on the Walentine$s )ay, 9hristmas )ay
etc. The local authority should 'eep in pace with all the current trends of the world
4
and try to identify the needs of the younger generation. *n order to have a leading
position, adapting the ever%changing world is very crucial.
!perations
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The Pizza Hut restaurant operation is the face of the company. The role of operations
is to be obsessed with the &uality of our pizza and the e+perience that the customers
receive.
Full Service Restaurants
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These are the traditional pizza restaurants offering a seated service and ta'e%away.
Home Service Restaurants
Restaurant Based Delivery
1
These restaurants are full service restaurants combined with a delivery and ta'eaway
service.
1 1
1 2
Customer %elationship Management:
ne of the main reasons for Pizza Hut$s success is building close customer
relationship. The brand image of Pizza Hut helped it to gain eager consumers but their
more than a year 5ourney was successful because of building profitable customer
relationships by delivering superior customer value and satisfaction. *t is what Pizza
Hut calls“Customer Mania.”
1 !
"ince the promotion and advertisements of Pizza hut are limited, it is only the
satisfied customers who spread words about Pizza Hut$s superior values. The effort
and the e+tent to which Pizza Hut$s employees undergo to satisfy consumers are given
below in some dramatic illustrations.
# n a rainy night, a couple on their first visit to Pizza Hut was escorted by mit % one
of the employees of Pizza Hut. He then introduced them to the server, "hohug. 6hile
1 -
serving their food, "hohug somehow found out that it was their first wedding
anniversary. He went up to mit and re&uested to be released for 0 minutes. He came
bac' drenched to the bone, with a bou&uet of flowers in his hand. "hohug along with
the team then went up to the couple and wished them. The couple was totally ta'en
abac' and on their way out, wrote on the comment card that they$ll never forget this
visit which had indeed touched their hearts.$
1 0
#*n yet another busy day at Pizza Hut, ;asim % a server, came up to ''u 9howdhury,
the directing manager of Pizza Hut and told him about one of the customer who did
not have any local currency CT'E but only carrying dollars with him. He was not even
carrying a credit card. Fr. ''u 9howdhury, went up to Fr. *slam, the customer and
found out that he had come with a guest, and would be put in a very aw'ward position
of his guest had to pay. Fr. ''u did not hesitate for even a moment and settled the
entire bill from his own poc'et. Till now the customer has not come bac' to refund
1
the money, but at that moment ''u with his instant foresight had saved Fr. *slam
from the embarrassment.
# foreign family came with their child to the <ulshan outlet of Pizza Hut. The child
was playing in the children$s zone with his mother. The child started crying out of
hunger while the family was eating, as the toddler could not eat the pizza. The mother
had forgotten to bring the mil' for the child. ''u saw the plight of the child and
1
rushed to the nearest shop and bought a pac' of mil'. The family was so appreciative
of the great concern shown by ''u that they than'ed him profusely and
ac'nowledged that they had never seen such service all their life.$
These are only a handful illustration what Pizza Hut is ready to do to delight the
consumers. "erving the consumers within the promised is another of their strengths.
1 3
8sually Pizza Hut serves the consumer a few minutes before the promised time,
which not only satisfies the consumers but also delights them.
Pizza Hut goes to the length of satisfying consumers by providing various
entertainment and surprise gifts. "tanding on the chair, singing and dancing are one of
their unusual but fre&uent ways of wishing a #birthday person$. 9ustomer
=elationship Fanagement simply doesn$t stop here. <iving promotional offers during
?oboborsho CBengali ?ew AearE, "hadhinata )ibosh C*ndependence )ayE and
1 4
=amadan month reflects the franchising company$s respect for our culture and
impresses upon the mind of the consumer that Pizza Hut is thin'ing globally and
acting locally. ll the initiatives and the efforts that Pizza Hut undertoo' to delight the
consumers with outstanding service earned them on ;anuary 2 -, the 22nd
#=estaurant (+cellence ward$ in the whole subcontinent.
11
s mentioned before in this report that Pizza Hut does not do any customer
segmentation hence they give all consumers e&ual priority. But it can be
recommended that to increase consumer e&uity, Pizza Hut can offer their loyal and
regular customers discounts once or twice a year.
Though Pizza Hut do send their promotional offers and birthday wishes to their
consumers based on information collected through &uestionnaires and feedbac'
111
received from the net, our survey revealed that most of the consumers who dine out at
Pizza Hut hardly ever return the &uestionnaire. Pizza Hut can increase consumer$s
feedbac' by ma'ing #loyal consumer of the year$ through feedbac' and can offer
special promotional offers for the individual and the family. This will not only
increase feedbac' for Pizza Hut to 'now their consumer$s better but consumer$s will
be more eager to give feedbac' and might more fre&uently dine at Pizza Hut.
112
s Pizza Hut is open from noon to midnight, they have some regular and fi+ed
number of customers at late night. They can offer a free appetizer item with pizzas or
other promotional offers starting from 11G pm%12G am which can increase the
number of late night consumers.
11!
Though Pizza Hut does an e+cellent 5ob of satisfying customers but the above
suggestions are worth mentioning as it always costs 0 times more to attract a new
customer than to 'eep a current customer happy.
&ituational *nalysis:
6e have done the situation analysis with the help of Porter$s Fodel, Pest nalysis
and also with the "6 T analysis. 6e are finding all the ins and outs of Pizza Hut and
the Bangladeshi environment where they are conducting their business.
P ORTER D !MO"D M ODE#
*ndustries
114
V nations competitiveness depends on the capacity of its industry to innovate and
upgrade. fast food restaurant such as Pizza Hut has gained advantage against their
competitors such as )omino$s Pizza because of pressure and challenge. Pizza Hut
also benefits from having strong domestic rivals, aggressive suppliers and demanding
local customers. Warious differences in national values, culture, economic structure,
institutions and national histories all contribute to competitive success of this
company. dditionally, in order to maintain competitive advantage, Pizza Hut needs
to adapt a global approach to strategy. nce Pizza Hut achieves competitive
advantage through innovation, it needs to sustain it by relentless improvement,
innovation, and upgrade, moving towards sophisticated approaches.
T$e %our elements o% Porter Diamond Model G
121
The four dimensions of Porter diamond Fodel that concerns the international
competitiveness of a product or company are to be concerned in the conte+t of
Bangladesh. This model is useful to e+plain the business territory and propositions
when a company crosses its home boundary and becomes international.
• Factor Condition
• Demand Condition
Firm Strate(y) Structure & Rivalry
ll of the above terms of Porter+s )iamond Model are ta'en into consideration for
Pizza Hut and their operation in the Bangladeshi mar'et.
Factor Condition
12!
/actor conditions mean the factor of productionJ the factors that will play as a catalyst
to produce goods. /actors of production are labor, land, natural resources, capital X
infrastructure. These factors eventually will determine the flow of trade. /rom the
perspective of s'illed labor, Bangladesh has the advantage of large population with
potential manpower. lso it has many unemployed people who are see'ing for 5ob.
"o, employees will be available in )ha'a as there are a decent number of educated
people coming to the food and hotel business sector. "o the availability of labor is the
12-
ma5or advantage that Pizza Hut is en5oying in Bangladesh. *n considering the land,
)ha'a and 9hittagong are the two ma5or places where the pro5ect building of Pizza
Hut is undergoing. The location of )ha'a city is <ulshan%2 and there are two
proposed sites in )hanmondi X 8ttara. /or 9hittagong the suitable proposed location
is <.(.9. turning point. Bangladesh is sufficient well with its natural resources to run
this business but the problem lies on inefficiency of government offices because of
corruption. But the recent measure ta'en by careta'er government to cut down
120
corruption is the bright side of running business smoothly. The infrastructure of this
country is improved well enough in the last decade and that is also positive for us to
consider.
12
The demand for fast food in Bangladesh is always here. The result one can see on the
)ha'a street. lmost in every road you can find an outlet of fast food. This may be
frustrating for us in a way that most of our customers are ac&uired by those fast food
shops. But the bright side of this story is almost all of those are of less &uality in terms
of food &uality as well as the decoration and service &uality. This situation opened the
gate for the foreign brands of fast food chain. The outlet of 7/9 and Pizza Hut is
12
always in rush to deliver to its customers and most of the customers are from the
younger generation of the country. This means there is certainly a demand for a
&uality food with the essence of international brand among the youngsters of
Bangladesh.
There is high demand for Pizza X Pasta in the high class and upper middle class
people of Bangladesh for these customers have a high purchasing power and loo' for
&uality products. "tarbuc's produces a wide variety of Pizza$s which helps the
123
customer to get taste of various cultures of the world. Thus, with world class &uality
and wide variety of choice Pizza Hut is certainly and will be able to &uench the thirst
of people of Bangladesh.
124
Pizza Hut is facing problem in coordinating the related and supporting industries here
in Bangladesh. Because of the economic condition of Bangladesh a lot of industry is
yet to be produced to support the food chain giant Pizza Hut. The &uality raw
materials that are essential for a food item to be an actual Pizza Hut item is very
difficult to collect. Pizza Hut is not finding the right &uality of meat, potatoes, pic'les,
white sauce, mayonnaise, vegetable, etc. "o Pizza Hut producing them here or
bringing them from some other countries to maintain the &uality of the foods. The
1!
availability of land, labor, capital in total the factors of production is helping them
partially to produce that in this country and rest of it they are importing from other
countries.
1!1
*n Bangladesh, Pizza Hut as the franchisee is following the same strategy structure
that is dictated by the head&uarters CfranchiserE and be a lone firm specialized in
serving &uality Pizza. 6ith an international superior brand image and freedom of
choice, Pizza Hut is easily competing against local Bangladeshi rivals X international
rivals li'eG 7/9, X6 6impy etc.
•
B!R-! " "- PO ER OF B+,ERS/
ll companies when entering into a foreign mar'et predicts the li'elihood of
maintaining their customers. *n the mar'et of Bangladesh, Pizza Hut has a number of
1!0
competitors, such as )omino$s Pizza, Pizza 9orner, 6impy, 7/9, Helvetia, 7ing$s
9onfectionary etc. "o to attain a large mar'et share the company is trying to offer
competitive prices and carry out e+tensive promotions. "ince Pizza Hut offers a wide
variety of items it also helps the shop to attract a larger number of customers, where
they can get &uality meals for themselves.
B!R-! " "- PO ER OF S+PP# ERS/
1!
ll companies when entering into a foreign mar'et loo's at the power of the
industry$s suppliers to see if it can gain a competitive advantage in the mar'et. *n this
case, the franchiser of Pizza Hut is trying to build up a supply chain that is necessary
to maintain production. But till to date the franchiser is fully responsible for supplying
the materials to Pizza Hut in Bangladesh.
1!3
products. n the other hand having a strong brand image and product differentiation
Pizza Hut will also act as a threat to the new entrants in the mar'et.
THE THRE!T OF S+BST T+TES/
Pizza Hut is always considering the availability of substitute goods, such as burgers,
shawrma, chic'en fry etc offered by various international fast food chain, hotels, and
1!4
restaurant and anticipate the reactions of their customers. "o to offset such
competitive forces they are trying to 'eep the prices competitive, which will help
them to maintain the e+isting customers. Their product differentiation is also helping
them to avoid the threats of these substitutes.
R *!#R,/
1-
Pizza Hut to maintain competitiveness is e+amining the rivalries that currently e+ists
between themselves and the competitors and see' to anticipate future changes in this
arrangement. There are a number of rivals for Pizza Hut, such as )omino$s Pizza,
Pizza 9orner, 6impy, 7/9, Helvetia, 7ing$s 9onfectionary etc. 9ommon strategies
that Pizza Hut must use to maintain and increase their mar'et strength includeG
• *ncreasing productivity by training the wor'ers. trained wor'force will mean
more efficiency, thus reducing overall costs.
• )ifferentiating current goods and services from those of the competition
through &uality and competitive pricing.
• Providing a spacious homely and calm atmosphere in their store so that
customers feel the urge to fre&uently visit the place.
Pest *nalysis
Political Environment/
stable political environment is a pre%condition in order to ensure smooth business
operation in any country. *n recent years, the political environment of Bangladesh is
e+periencing a more or less stable economy and thus investors are not facing many
1--
difficulties with their business provided they have strong political support and
accessibility. However, more recently in times of the care ta'er government the
situation of the country has improved even further and this has helped many
businesses. Being a service%oriented business the impact of political environment of
Pizza Hut is considerably not that significant as other businesses. lthough the
economy of Bangladesh is almost stable there are some political inconsistencies
which affects the businesses li'e stri'es, terrorists$ threats etc, which have not been
1-0
happening in the term of the care ta'er government. These could have hampered the
business of Pizza Hut as the store has to be 'ept closed during those times. Foreover
Pizza Hut is a 8" based firm and the 8" wheedles a considerable sphere of influence
in Bangladesh. Thus, Pizza Hut should be able to easily gain support from the local
government.
1-
The mar'eters need customers who comprise the demand and buying power for their
products. This is true in the case of Bangladesh also. However for &uite a few decades
Bangladesh has been passing through a severe downturn situation and things have
improved much in recent years. nnual <)P increase has improved the per capita
income and hence the total e+penditure in the economy. s their income has
increased, people have become more conscious about their lives and trying to adopt
1-
the western fast lifestyle. People are spending more on personal consumption and are
very conscious while purchasing their food items. They see' more world%class fast
food chains now than ever before.
Pizza is different from the local cousines that are available the pre%capita income
condition and increase in purchasing power of the customers can be a special
opportunity for Pizza Hut that has come up with wide variety of Pizzas along with
1-3
other delicious items. *n a subsistence economy li'e, Bangladesh, here most of our
consumption is made on domestically produced goodsJ this improved situation can be
a great opportunity for the consumption of foreign foods.
Aear
mar'et prices CT7. *n croresE
2 %2 1 24 !. 00 - 0.!
1-4
2 1%2 2 !--0.1 0 -4 0.0 2 2%2 ! !01!.! 0400 0.3 2 -%2 0 0.2
Social n%luences/
Bangladeshi people are very entertaining and li'e gossiping, but there is lac' of space
in our country where people can have go for outings and chat with each other.
10
Foreover, because of the impact of global culture in our country, people particularly
from rich and upper middle class are adapting the 6estern culture i.e. dress up, food
items. (specially office going people and students are getting addicted to coffees
more often than they had in the past. These people often prefer to go to the fast food
chains to spent their leisure and chitchat with any friend for time as well as space
constrain. "o a food chain li'e Pizza Hut will not only provide various types of pizza
to people but also will provide them a place where they can e+press their feeling and
101
share views with each other. )ue to all these reasons, the social acceptability for fast
food shops is increasing day by day, which is an optimistic surface for the business
growth. People usually go to restaurants where they have to spend appro+imately
1 ta'a per meal, here at Pizza Hut, they don$t have to spend that much. This ma'es
it more affordable for the younger crowd and since fast food is mainly for the younger
generation this will wor' in our advantage.
Technological advancement is especially essential for service industry. *n Bangladesh
there are not enough food courts, which can prepare pizza with the actual essence
because of lac' of pizza producing e&uipment. Fost of the shops have one or two
varieties of so called pizzas and the customers do not have the option to choose from a
wide range of pizzas therefore accept whatever they are offered at instant.
10!
Pizza Huts franchise with Bangladesh is a great opportunity in such a growing mar'et
condition. 6e the franchisee uses that technologies whatever head&uarter CfranchiserE
dictate and provide the customers pizzas with the actual flavor. The shop is able to
produce a wide variety of pizzas, which will meet the demand of the customers and
conse&uently bring a new era for pizza chains in Bangladesh.
&,!T *nalysis:
"6 T stands for "trengths, wea'nesses, opportunities, and threats. "6 T analysis
reveals the internal strengths and wea'nesses and e+ternal potential opportunities and
threats of a firm. The "6 T analysis of Pizza Hut will give us the overall profit
10
potential of this firm. ur "6 T analysis has tried to focus on the controllable
factors that Pizza Hut has already ta'en into consideration.
&trengths:
103
The brand image of Pizza Hut is presumed to be one of the greatest strength they
possess. The customers of Bangladesh are easily attracted by the brand image of the
Pizza Hut.
s a successful international food chain Pizza Hut 'nows how to blend with the
different cultures across the globe. This is the story behind the international success of
this company and considered one of the greatest strengths of Pizza Hut.
104
The strictness of the procedure to ac&uire and retain the franchising of Pizza Hut is
one of the strengths of the company. Through this the franchisees will be able to
maintain the &uality of food and the &uality of service thus the customers will get the
ma+imum satisfaction with the touch of international hospitality.
1
*n Bangladesh, the location of Pizza Hut can also be regarded as one of its prime
strengths. (lite members of the society, one of their target audiences, fre&uently visit
<ulshan venue and the eye%catching e+terior decoration of the franchise ma'es
people to stop for a while and ta'e a loo' inside. s they move inside, they do not
usually leave without having a bite. lso the floor space is another encouraging aspect
of it.
1 2
globally their ma5or strength closely lies with the name of Pepsi9o. ne of the
strengths of Pizza
Hut has been to be a division of Pepsi9o since 14 and now an integral part of
Tricon. *t is the world@s largest pizza restaurant as outlined above. *t has a good
reputation and a good branding. *t can raise the profile of the company to gain the
1 !
ability to sell at higher price, to recognize its products through the corporate image
and to launch new products more easily.
.
However, Pizza Hut has a good franchising development that has risen rapidly since
its foundation in 1403. *n 143 , 1!0 individuals, partnerships andZor corporations
operated 2,!40 Pizza Hut systems restaurants and 4 delivery%only units which serves
the customers within the promise time.
1 -
Pizza Hut also offers a sit%down, conversational type restaurant where families can
ta'e their children for birthday parties for e+ample.
Pizza Hut@s broad selection of products also ma'es it easier for them to mar'et to
different mar'et segments.
1 0
,eaknesses:
<lobally, Pizza Hut faces one ma5or problem and that is the internal conflict between
the franchisees. "uch problems are widespread when there is more than one franchise
of the same company in the same country.
The franchising fee of Pizza Hut is very high as the money has to come from
franchisee$s own poc'et. This has an adverse effect on the pricing of its products in
1
Bangladesh which is a &uite high comparatively. This high price acts as a barrier of
tapping into the full mar'et potential of Bangladeshi consumers.
n indirect wea'ness that Pizza Hut has is that they have lost a lot of their customers
and mar'et share due to such intense competition with competitors. Pizza Hut@s
opportunities are almost endless. They can increase revenue with their new innovative
pizzas, and increase brand loyalty with good customer service.
9onsidering the Bangladesh perspectiveG
1 3
They are yet to develop any specific meals for the children li'e the other fast%food
chains in )ha'a.
Wery wea' promotional campaign can also be regarded as one of their ma5or
wea'nesses. People e+pect that such a large multinational franchise would be creative
in their promotional approaches. But when their advertisements are very rarely seen in
the newspaper and are not aired on the T.W.
1 4
!pportunities:
The demand for Pizza Hut is here in Bangladesh among the young generation and this
is the best opportunity for Pizza Hut to increase their profitability here and capture a
very big mar'et share.
1
nother opportunity that Pizza Hut can have is introducing a new ordering online
system. nyone with *nternet access can order whatever they wish and get it delivered
to their house without even spea'ing to someone.
*n Bangladesh, Pizza Hut can have the benefit of the disorganized mar'et structure in
the fast%food business. (ven though there are several well%established fast%food stores,
they are not creative in coming up with new flavors and recipes. This discourages the
1 1
food lovers. lso, some of the food lovers may not appreciate the fact of the self%
service. "ince Pizza Hut Bangladesh has both type of service, they can ma'e it to their
advantage by properly organizing this disoriented fast%food mar'et and ma'e
themselves established even further.
)ue to heavy traffic congestion in )ha'a city and there is only one outlet of Pizza
Hut, it is not possible to deliver hot pizza in ! minutes. "ince they cannot maintain
1 2
their standard, so they avoid home delivery. They can introduce the home service
delivering frozen pizzas.
The cheap labor cost in Bangladesh acts as a very good opportunity for Pizza Hut as
they can run the business relatively at a lower cost in spite of the huge initial set up
cost with high franchising fee.
1 !
Threats:
Pizza Hut@s number one threats are from their competitors. 9urrently, their closest
competitor is )omino@s Pizza. )omino@s main competitive advantage over Pizza Hut
is their price. *t is generally lower than Pizza Hut. lso, )omino@s was very profitable
when they ran the promotional deal of delivering a pizza at home.
1 -
The other competitors who are considered as threats for Pizza Hut for delivering
&uality of food and service and also with the e+perience of international mar'et
includes, 7/9, ?andos etc.
Ethical and &ocial %esponsi"ilities
To earn customer$s trust and to stay put in business, it is indispensable that a company
should practice ethical and social responsibilities. Pizza Hut imports all its raw
materials from abroad but they also 'eep in mind the religion sensitive people of this
1
country. Therefore, all the raw materials purchased are halal and under strict
monitoring of the Pizza Hut$s authorities. 8nder Pizza Hut$s code of conduct, they
strictly maintain cleanliness and hygiene food and never serve a day%old product
items.
*t is also ethical that Pizza Hut provides a nutritional chart in its website which
informs health conscious consumers how much cholesterol and other proteins that
they are having.
1 3
*f Pizza Hut includes the ingredients used for their items in the website and have a
ingredient chart in their outlet, this would then be a ethical responsibility to inform
consumers who might have restriction on consumption of certain ingredient items.
Pizza Hut is also going to introduce the online delivery service within the ne+t few
months. *t is their ethical responsibility to protect consumers$ private information on
the website.
Pizza Hut C87E uses environmentally friendly materials where practical e.g. water
based paint and recycled Pizza bo+es.
-inance and Planning
132
*n support of their business goals, the Pizza Hut /inance function is split into two
teams, 9ontrol and Planning.
The overall role of 9ontrol is to ensure that their financial statements are accurate and
reflect a true and fair view of the business performance. *t ensures that all transactions
entered into by Pizza Hut are appropriately recorded. *t also has a responsibility to
ensure that their assets are protected, through appropriate controls and processes.
13!
6ithin 9ontrol, Pizza Hut has teams that are responsible for the followingG
[ Preparing and reporting accurate data to senior management, *nvestors and "tatutory
bodies
13-
[ "upporting the e+pansion programs of the /ranchising and Business development
teams
[ nalyzing variances from Plan and /orecasts to facilitate and influence decision
ma'ing
130
[ Paying over 12,0 employees on a wee'ly basis and ensuring the related ta+ and
statutory responsibilities are discharged
[ Paying the suppliers who 'eep them supplied with food, drin' and the services that
they need to run their restaurants
[ Treasury and Ta+ management
[ *nsurance and (states management
Pizza Hut also have specialized ta+ e+pertise to ensure that our liability to the
government is calculated properly.
13
Planning@s role is to ensure that their underlying business performance is analyzed X
understood, that their business X units have suitably stretching performance targets
and that our continual drive to improve their business returns is well on trac'.
134
[ Business Planning, who manage the total business and individual unit budgeting
process, as well as providing commercial analytical support to their perators
[ "trategic Planning, who drive the long range planning process, and who support
strategic pro5ects around the business
14
[ /inancial *nvestment, where they focus on returns is displayed through control of
their investment processes
Both Planning and 9ontrol team members spend much of their time helping other
team members in Pizza Hut, and in turn are sought out to add commercial and
financial advice to the business as they wor' together in achieving their business
goals.
Trainin( 0Team Mem1ers2
Pizza Hut is a company with a trac' record of promoting from within. 6hile they are
happy to employ people loo'ing for part%time wor' or a fle+ible 5ob that will fit in
with their lifestyle, there are also opportunities if someone is loo'ing for a long%term
14!
career with them, the opportunities to move into management and world%class training
are definitely there for you.
Trainin( 0Mana(ement2
t every stage of your development, you@ll be e+posed to a series of on% and off%the%
5ob training modules that will ensure you@re ready to handle more and more
responsibility as your career develops with Pizza Hut.
14-
s you progress through the program, you@ll not only learn everything you need to run
your own businessJ you@ll discover increasingly advanced ways to develop and boost
your passion for people and your desire for success.
De'uty Desi(nate Mana(er
t )eputy )esignate level, your training will consist of the followingG
De'uty Mana(er
(arn a promotion to )eputy Devel, and you@ll e+perience the followingG
?%TH(%; B F )8D("
2 1
2 2
2 !
(ven when you reach the most powerful role in the restaurant, the training doesn@t
stop. ll the =estaurant <eneral Fanagers have the opportunity to taste the following
advanced trainingG
2 0
!rea Mana(er
Pizza Hut offers their rea Fanagers advanced training in a vast number of
behavioral wor'shops, which includeG
2
BE.E-IT&
The longer one stays with Pizza Hut, the more benefits they will receive. fter their
first months, they will receive a 6hitbread discount card, which entitles them to
discounts at a number of leisure and retail outlets.
)epending on your role, you@ll also be eligible for our pension scheme, PPP
healthcare and long service reward.
2 4
Promotion Policy:
This is a very important tool for an acclaimed business organization li'e Pizza Hut
operating in a mar'et li'e Bangladesh. "o, Pizza Hut can improve its operations by
conducting a rigorous advertisement campaign. This is very important for Pizza Hut
as well as we all 'now that, a big portion of our target customer, the younger
generation of this country is well aware of Pizza Hut. "o there can be any
211
misconception among the customers about Pizza Hut or about the food of Pizza Hut
as they did not get the information from any formal or official sources. "o this is a big
time for Pizza Hut to stand strong and declare their standing on any issue through
their promotion to avoid these misconceptions Cif anyE among the target customers.
This is also an opportunity for Pizza Hut to ac&uire those customers of this country
who are not at all aware of Pizza Hut and that can be done through effective
promotion.
The promotion plan for Pizza Hut is as followsG
ur advertising campaign is for 1 year. 6e want to divide our advertising into four
segmentsG
! rd month advertising with minimum effort
21!
fter ! months we will run ads on television channels and newspapers randomly to
get in touch with our customers. Between this time if there is any occasion and
festival or any new offer is introduced then there will be suddenly a lot of TW and
news paper ads to get the customers noticed about the offer.
!dvertisin( 1ud(et %or t$e 3 st mont$
Electronic media 0Television2
"aturday
"aturday
!2-
Channel Time Per )ay
)o For ne5s)
2!3
Total advertisin( cost %or 7 rd mont$ 6 3<=9;;; BDT.
Total advertisin( 1ud(et %or electronic media %or t$e %irst 7 mont$s 6 :98;;;;
BDT.
ad inserts
month
3 *nch ,- color
in a month
! per issue 12
.e1spaper Position .um"er o times %ate Cost or 0 st
in a month
! per issue 12
Total cost %or < nd mont$ o% advertisin( 6 7<;;;; BDT.
Total cost o% Print media %or 7 mont$ advertisin( 6 73<=;;; BDT.
!ut o home advertising:
2-
"pectaculars will be set up on 1 departmental stores inside )ha'a 9ity. !
B)T.per month for each spectaculars. "pectacular e+penses will be incurred only foe
the first month.
Transit *dvertisements
Terminal posters will be posted on 10 different terminals inside )ha'a city. Total cost
per month B)T 2 per terminal, for ! months.
*erial *dvertising
! red color balloons with Pizza Hut logo will be placed in Foha'hali, <ulshan and
Bashundhara 9ity Far'et area. 9ampaign will go on for ! months.
T$e cost 5ould 1e 7;;;; BDT.
Total out o% $ome advertisement cost 6 3:8;;; BDT.
Promotional e?'enses a%ter %irst 7 mont$s0a''ro?2 / 7;;;;;; BDT.
6 03:8;;;@73<=;;;@:98;;;;@7;;;;;;2
6 39<<=;;; BDT.
fter 1 year of campaign the effectiveness of Pizza Hut promotion will be measured
through mar'et research and based on that result the following year$s promotional
plan will be done by Pizza Hut.
Pizza Hut+s ,e"site:
The official website of Pizza Hut in Bangladesh iswww.pizzahutbd.com .6ith a
bright, bold red splash in the bac'groundJ the very colorful webpage contains
numerous pictures of mouth%watering pizzas, different shots of the interior dYcor of
the outlet and various information and activities of Pizza Hut.
20
The main ob5ective of the website is to give an eager in&uirer an idea about Pizza Hut
and 'eep them updated about any new arrivals of pizza or other food items and other
promotional offers.
ll the information about Pizza Hut is categorized under eight groups. The home page
gets updated every time with the arrival of different occasions. The advent of Bengali
201
?ew Aear is

pizza hut term paper bba

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