Pizza Hut Marketing Plan

pizza pie pie pie pie pie pie pie pie hutch Marketing Plan pizza pie hut is subsidiary of yum Brands. Inc. The worlds hugest eating place club with more than 34,000 restaurants in over carbon countries. riotous regimen industry in growing actu ally speedily and so many mod companies be entering in the commercialise. overdue to the adjoind ambition companies argon losing their mart sh ars.pizza army hut is preparing to put in a rude(a) harvest-feast c entirelyed The Pickle Supreme pizza in the UK grocery. The Pickle Supreme pizza pie buns market consist of professionals those overhear little clip, students, single person rearholds, families with mettle virtually or medium income. geographically this crossway bestowing tar hold step forward Asiatic heap which we timbre that ar little served in future by pizza shack. The cutting pizza go out expand the pizza line and offer up more options in our easily balanced menu. Our study riva ls implicate Domino pizza pie, McDonalds, KFC and some other contiguous Service Restaurants (QSR).The primary objective of this hotfound pizza is to serve our Asiatic customers and take competitory over other competitors. We to a fault want to attach our market shargon by 2 percent in the market with the admirer of this smart Pickle Supreme pizza. Our merchandising send offning exceptt of this new increase go away consist to situational analysis of the market, 7Ps of merchandising go and verify and implementation stage in which our trade team survey the effectiveness of our plan. The marketing department leave be responsible of writ of execution this marketing plan into action.SITUATION ANALYSISA bit of demographic and tender switch offs in the UK increasing demand for the quick religious dishers restaurants. The disassociate rates in UK and other growing trends immortalizes that people ar acquire married later in life.These cistrons and many others manage Government figures show the add together of single-person households rose from 12% of all households in 1971 to 18% in 2001.The figure is expected to reach 38% by 2026.The trends in the 2000s demo that individuals be choosing to eat step forward more often than eat at home. Another factor to consider is the increased number of women triming impertinent the home. As a result of more women in the workforce, household incomes be increased and be postgraduateer than past. The increased incomes and dual-carg geniusr familys result in little age and people set about no time to cook solid nutrient at home. Also because of higher incomes, consumers have more income that allowing them to eat kayoed more often and when they are at home they are looking at for something ready to eat.Market summaryThe UK is the humongousst desist nutriment market in Europe and e very 6 out of 10 consumers visit pizza pie shanty every year, 2 out of 10 for single of our important competitors.In the UK and Ireland, the pizza fast forage franchise industry is one of the fastest growing sectors, with pizza taking its place as a fashionable nourishment among consumers. Similar to eating trends in the USA, the UK is also expanding its habit level with millions of pizza being consumed every year. As in the States people eat 100 acres of pizza per day, or 350 slices a second, the UK is also catching up to this figure very quickly. In a recent survey driveed by BBC World found that 45% of people in the UK were agreeing that they resembling the taste of fast fare very much. pizza shanty market consist of professionals those have less time, students, single person households, families with high or medium income.Environmental abridgment(P)oliticalPolitical issues include regulatory and judicial system which may affect the business. As our target market is in UK and there are no series semipolitical problems in that market. cast up taxes stand affect pizza hut in future but better management volition help us to pass that problem.(E)conomicalUK is badly affected by rescission. Unemployment level is very high in UK and the savings of people are also very low. This economical slump in the UK allow for also affect the pizza pie Hut because pizzas at pizza Hut are expensive. We go outing consider thisfactor when background the price of our new pizza.(S)ocialEvery country has its own social norms, values and religion which can affect Pizza Hut correspond to its location. In UK people are from several(predicate) back grounds with disparate religion and values. We will consider all these factors in our new pizza specially a largeAsiancommunity in UK which in past was lessserved by Pizza Hut.(T)echnologicalDue to new technology there are so many distinct ways of marketing such(prenominal) as internet, telemarketing textmassages to theexisting customers as hale aspotential customers.We will use new orders of promotion to increase o ur market share.Target Market and Customer ProfileThis section includes the visibleness of the customers and target marketsAsiansDue to worldwideization people are coming from different countries in UK. Our study target is to serve Asian people with that intersection. Asian people like to eat spicy food and also large numbers of people are vegetarian or eat Halal food. This mathematical output will blanket all those people.StudentsStudents are the target market of Pizza Hut because they spend a lot of time with friends in universities and like to go out frequently for parties and celebrations.Dual-career familiesDual-career families result in less time at home they have less time to cook food at home. Also these people have higher incomes which allowing them to eat out more often.Single person house holdsThe single person house hold are also increasing these people are a target market of Pizza Hut. These people are also like to eat out most the times.Higher and medium income P rofessionalsHigh professionals are targeted by the pizza hut. Because of lesser time and high disposable income they prefer ready to eat food or eat out side. uprise Analysis(S)trengthsStrong Brand NameBrand recognition is major strength for Pizza Hut. Pizza hut has the sloshed brand reveal and a market leader by providing large range of pizzas that strong image of pizza hut will make it easy to ready new pizza in the market.Loyal customersLoyalty of customers is strength of Pizza Hut. The loyal customer will also help the Pizza Hut to launch new pizza in the market.Strong monetary come outPizza Hut has excellent international turnover and strong financial position will also help in new pizzas financial matters.Specialized in pizzasPizza Hut is specialist in pizza making and this specialty will stool a strong education in customers mind for our new jumble pizza.Subsidiary of Yum Brands,incYum is the worlds largest restaurant caller-out and Pizza Hut is subsidiary of Yum brand.Full service restaurantsPizza Hut provides a full service restaurant and gross sales talk services which some of the pizza Huts competitors are not doing. Because of restaurant facility Pizza Hut can market some other segments like families that other pizza irons cannot.(W)eaknessesHigh pricedPizzas at Pizza Hut are high priced. This is the greatest weakness Pizza Hut has in the market as compared with others.Higher smash costsPizza Hut has higher overhead costs, due to the restaurant services and extra facilities that other competitors do not have to grant with.Fewer outletsPizza Hut has the lesser number of outlets and consumers feel difficulty to find pizza Hut. The Pizza Hut chains are not spread as compare to the other fast food restaurants. more focused on western tastePizza Hut is more focused on western taste and less on others. The new arrival will also helpful to overcome that weakness.(O)pportunitiesNew Pizzas with different sizes and tasteThis opportunity is always open for pizza hut to come with new tastes and sizes and served the better than others. We can generate more revenue with our new innovative pizzas. Pickle pizza will help us to take full benefit of that opportunity.Halal pizzaPizza Hut has the opportunity to provide the Halal pizzas and capture a new segment which will increase the market share of pizza Hut. snatch of outletsPizza Hut has the opportunity to expand the business so Pizza Hut should open more outlets to increase market share and debate will with others like McDonalds.(T)hreatsIncreased completionThe competitions in fast food industry is increasing day by day, this increased competition trim down the profit margins in the industry and also cause a great decrease of market share.Low prices by competitorsThe prices of the competitors are the major foreboding for Pizza Hut. The competitors are crack low prices to the customers and have competitive advantage over Pizza Hut.Frozen pizzasOther competitors to take into consideration are frozen pizzas that are visible(prenominal) in super stores and grocery stores.Competitors AnalysisPizza Hut is facing huge competition in the market. Competitors of Pizza Hut areRestaurants and cafesFast-food and Quick-service RestaurantsDominos pizza, Inc.Dominos Pizza, Inc. is an international fast food pizza delivery corporation. Dominos pizza is the UK and Irelands leading pizza delivery confederation. Dominos first UK store opened in 1985. Dominos pizza is the call competitor of the Pizza Hut. Low prices of pizzas are the real competitive adjoin of the Dominos.McDonaldsMcDonalds is the worlds largest chain of fast food restaurants, serving nearly 47 million customers daily. McDonalds primarily sells hamburgers, cheeseburgers, chicken products, French fries, breakfast items, soft drinks, milkshakes and desserts. More recently, it has begun to offer salads, wraps and fruit.KFCKentucky Fried Chicken, or KFC, is a chain of fast food restaurants ground i n Louisville, Kentucky.KFC is the subsidiary of Yum Brand. While its primary focus is fry chicken but giving tough time to the Pizza Hut. KFC also offers a line of roasted chicken products, sides and desserts.Quick Service Restaurants (QSR), Takeawaysthither are thousands of topical anesthetic quick services restaurants are involved in the UKs fast food industry. These local takeaways are providing pizzas, fried chicken, and salads according to the local consumers taste and on very low prices. These restaurants are the real competitors of the pizza hut. The new Pizza Huts yap pizza will help pizza hut to compete with these restaurants.MacDonald Corporation is the largest group among all top Fast Food corporations. It is having huge brand value as well as revenue, Moreover, the dominos Pizza Inc is the lowest earning group among all, but these all companies are having a universal aim to provide bore food at lower price to the customers. In order to survive in the global industry a company must come up with new tactics and innovations to charge ahead of the competitors.Product OfferingWe are offering a new pizza to our customers that will be especially popular in Asian customers and also other pizza consumers. New pickle supreme pizza will be gettable in all different bases and toppings.Available BasesTuscaniPanThe ItalianCheesy BitesStuffed Crust top-flightTopping of the pickle supreme pizza will be interracial pickle, mushrooms, interracial peppers, black olives (customers can add any other easy topping of their choice).AvailabilityThe pickle supreme pizza will be on hand(predicate) in our three menus with different sizes as other pizzas are availableRestaurant menuDelivery and takeaway menuaccruement menuPizza dealsThe new pickle pizza will be available at all pizza hut chains throughout UK. We will take start from England and Wales and then cover Scotland and Ireland as well. marketing PLANThe opportunities are also the part of the marketing strateg y.Marketing ObjectivesPizza Hut has the largest market share in the pizza industry. The high type of product and services of the pizza hut will help to control good chance at achieverful introduction of a new pizza. The fast food industry is famous for introducing new products to increase short-run sales. This new pizza will increase the market share of the company .Pizza Hut has the competitive edge in innovative products and this new product that will also be successful in the market. There is a high completion in the market the introduction of a new product is required to conserve ahead of the competition.One of our main objectives is to provide a pizza to our Asian customers and to fill a gap mingled with pizza hut and our customers. As earlier mentioned that there is a large community of Asian people living in UK and we fell that they are less served by the Pizza Hut. The new pickle supreme pizza will help us to achieve that objective.Other objectives includeIncrease in f ast food market share.Maintain the competitive edge of the innovations.Fulfil the demand of the customers.Increase in profitability and growth.Target marketsThe UK will be the target market of the new pickle supreme pizza. Our major aim is to catch Asian costumers by introducing this new product because we feel that they are less served in the past. Other pizza hut costumers will also like this new pizza. Changing social and demographic trend in UK contributed to increased demand for fast food and our target customers include Students, Dual-career families, Single person households etc.PositioningInnovations in menu and service offerings have been the key to Pizza Huts success in UK. Using product line extension we are spot the pizza Hut an advanced(a) and quality food restaurant chain. Pizza Hut already positions itself as an excellent services and food provider in the fast food industry.Marketing MixAs with all businesses, the most important purpose of a company is to increase revenue and profits. With the introduction of this new product we hope to increase the overall sales of the company as well as the services and quality of the products.ProductThe reason behind our success in all over the world is uncompromising drive in providing customers the best in terms of product quality, service, cleanliness and value.Pizza Hut pizzas are made with fresh dough baked daily and smothered with our very own 100% pure imported Mozzarella cheese. Pizza can be part of a well-balanced meal. Ingredients in our pizza include mixed pickle, mushrooms, mixed peppers, black olives (customers can add any other available topping of their choice). Pickle supreme pizza will be available in all sizes in which other pizzas are available such as individual (4 slices) medium (6 slices) large (8 slices). Pizza Hut has strengthened a strong brand name that means quality products and services. Since Pizza Hut will be introducing Pickle supreme pizza customers will automatically thi nk this is a high quality product. tollPizza Hut is successfully using the high/low pricing strategies when setting the retail price of its products. This high/low pricing strategies will help to serve more segments in the market. The price of pickle supreme pizza should be set as5.99 for individual10.99 for medium13.99 for largePrice skimming strategy will be used as Pizza Hut sets high initial prices for its products to send a signal to customers that its products are quality and the service is excellent. The medium and large pickle pizza will be available in deals as well by pay 2.99 extra customers can add salad of their own choice.PlaceAt set up we are using the direct statistical dispersion channels because our markets are very large and geographically dispersed. Other reason of direct distribution is that we have a large number of buyers, but a small substance purchased by each. Different methods of distribution will be used for pickle supreme pizza as company is streamly using for other products.Home delivery is the first distribution method by pizza Hut. Pizza hut provide the pizza for those who want to stay at home and eat pizza.Online ordering is another distribution method that we are using now.Customers can go to the nearest Pizza Hut and can sit and eat there Pizza Hut provides an excellent sit down facilities to customers where they can sit and enjoy the variety of pizzas.This is the most useful distribution method for our pizza. Our new pickle pizza will be available in all distribution channels. This is One of Pizza Huts largest competitive advantages is its restaurant style facility.PromotionThis objective of the promotion is to bring about sensory faculty of the new product, Stimulate demand and variegate the short term behaviour of the customers. We will use different publicizing methods to come before Pickle supreme pizza such asAdvertisement on telecastingBillboard in the main areas to get our customersLeaflets distribution in colleges and universitiesDoor to Door distribution of leafletsIn store promotionsBanner adsAdvertisement in Foot screwball groundsE-mailsAdvertisement on the Web sitesThese methods are used to press our product in the market. We use different personas of advert to draw awareness in our target market, we use leaflet distribution in universities to create awareness in student about our product. Advertisement on television in very expensive but we will use that method in the introduction stage of the product where intensive marketing in required. The objective is to create awareness among 90% of our target consumers about the new product.PeoplePizza Huts providing a very comfortable working milieu and our employees are very flexible and they can adopt any change in product with great ease. We will arrange training sessions for employees to raise their skills according to the new product. We will put all our efforts to satisfy our employees. impactWe will not compromise on qualit y and services in our restaurants. Our process will remain up to the mark for our new product as well. We have sufficient space for our new product to deal with. We will provide quality food, efficient services with on time deliveries. So our processes will continue without any problem. carnal EvidencePhysical evidence is the place where the services being delivered. We are providing full service restaurants with family environment and excellent services. Our new product will also be available in restaurants menu and we have enough space to cover them.Action PlanThe Pickle Supreme Pizza will be introduced and available to the customers in start of the July. The purpose of this action plan is to create awareness among the customers about their new product.Here are summaries of action plan we will use during the first four months to achieve our stated objectives.JuneIn June we will start our promotional activities by using in-store advertisement with the guide word of coming soon or new arrival, advertisement on the television system in between world cup football matches. We know that this type of advertisement is very expensive but we expect that this type of advertisement will return us huge revenue.JulyWe will start write media and internet crowd to target professionals, students and single households. We will start leafleting in universities, emails to the professionals and advertisement on the famous website like yahoo or msn to create awareness among our target market. We will continue in store advertisement in this month by giving special discount in meal deals.AugustIn post launch advertisement campaign we will continue leaflet distributions and will use some less expensive techniques of promotion like emails, text messages, magazines and countersign papers.SeptemberWe will continue our promotions but with less intensity. We will advertise in the news papers and magazines, leafleting with some other promotions on it in order To keep in touch with ou r customers.Marketing ResearchWe will identify the market trends and the reaction of the target market towards the product with the help of different types of search methods. This marketing research will help us to identify the positioning of the product in the costumers mind. We will use the following methods to conduct our marketing researchQuestionnairesWe will prepare a questionnaire that will help us in collecting primary data from the customers. The questionnaire will be consisting of different question which will cover all the points that will required to get the accurate research results.SurveysSurveys will keep us up to eon about our customers expectations and make us fulfils their needs and wants more effectively. For this we would have to conduct a marketing survey of our market and try to find out that what our customers want and what they feel about new product. Whether they are satisfied with our product or want any up gradation in it. pass away Market TestLive marke t test will work in two ways such as survey and promotions at one time. In store advertisement, promotions and distribution will be make and free samples will be offer to the people and feedback back will be taken from them. This feedback can positive or negative but will help us in future planning of the products.Feedback take a crapFeedback forms are also very important method of survey which will provide quick information with very low cost. Costumers will give information about their experience about products and services which help us to remove deficiencies if any.Financial MattersWe are financially strong enough to introduce a new product in the market. The advertisement budget will be 5% of the projected sale. We are expecting that the Pickle supreme pizza will increase our sale by 6%, this forecast is based upon pervious products sale by Pizza Hut. This 6% increase in sale will bring 600 million in revenue. It means announce budget will be of 30 million. No other fructif y and equipment expenses will be accrued because the existing plant and machinery is used for the drudgery of Pickle Supreme Pizza.Controls and ImplementationWe will establish a control program to help the management in bar the results and identifying any problems or performance variation that need corrective actions. The control process involves establishing standards and measuring performance to correct deviations from standards.We will use different techniques to monitor quality and customer service satisfaction. This will help us to react very quickly in correcting any problems at the beginning. We will implement the following method to determine the effectiveness and customer satisfaction from our new product. yearbook plan controlIn this method will monitor that whether company is achieving the targets and goals that are expected from the new product. Different are used monitor this such as Sales analysis, market share analysis, balance notice etc.Efficiency ControlWith th e help of this will control on spending efficiency and marketing expenditures. In this we will analyze the sales force efficiency, advertising and sales promotions effectiveness as compare to expenses on all these things.Customers feedbackThis method will be used to collect information from the customers because this will help us to take immediate actions against any problem. Customers are the primary source to check the success of the product. Customers feedback will help us in taking further steps if required.Marketing OrganisationsMarketing coach will hold overall responsibility for all of the companys marketing activities and all managers in the marketing department will report to the director. Marketing scrutinize plan will also executed enter the supervision of the marketing director.CONCLUSIONI have critically analysed the Pizza hut and its current market situation and found that the fast food trends are ever-changing customers are demanding high quality food with excellent services and academic session arrangements. Pizza hut is offering large range of pizzas with salads, desserts etc, under one roof. Pizza hut also provide restaurant facilities to the customers. With the help of heavyset research of the market i found that the Pizza hut is losing large market share by ignoring a rapidly growing market of Asian Customers in the UK. These customers are less served by Pizza Hut but now its time to fill that gap by introducing a new Pickle Supreme pizza.The market environment of fast food industry in UK is very competitive. Pizza Hut is facing direct completion as well as in direct competition in the market in the form of Dominos, McDonalds, and KFC. Pizza Hut is a high price restaurant as compare to its competitors but providing high quality food and sitting facilities. Pizza hut has fewer number of outlets which is a weakness of pizza hut