(TIỂU LUẬN) ANALYSIS FOR MARKETING STRATEGY OF PIZZA 4p’s RESTAURANT SERVICE

Introduction

Objective of ours study

As a branch of the fast food business, the revenue of pizza and burger chains has continuously increased in recent years In terms of scale, this restaurant chain is still behind the fried chicken chains, but the growth rate is much higher

In 2019, the Pizza Hut chain achieved a revenue of VND 749 billion, while The Pizza Company achieved more than VND 617 billion, up 21.8% and 24% compared to 2018 Considered "later born, late born" in this group, but Pizza 4P’s also continued to close the gap when recording revenue of nearly 570 billion dong, up 34%

Pizza easily wins the hearts of customers thanks to the main ingredient made from wheat flour, similar to bread, which is familiar to the taste of Vietnamese people In a report three years ago, Euromonitor once valued the pizza market in Vietnam with a scale of nearly $120 million

Therefore, our team chose to analyze the Marketing Mix activities of Pizza 4P’s's restaurant service of Pizza 4P’s Joint Stock Company

For the purpose of mentioning and analyzing the problems in the implementation of Pizza 4P's Marketing strategy to be able to offer, analyze and clarify how the restaurant has built its brand, built its position and approached than with customers In this report, we apply the knowledge we have learned to analyze the 7P marketing mix strategy of Pizza 4P's restaurant and offer suggestions and solutions to improve marketing activities.

Report flow

Section 1: Introduction - We will introduce the Pizza 4P’s company, study objectives and report flow

Section 2: Market & Competitors Analysis - We will Analyze the current market situation for the service and identify the competitors of Pizza 4P’s

Section 3: Target customers analysis & Positioning Strategy - We will identify the target customers of the company and describe some of target customers' relevant behaviors and identify positioning strategy of Pizza 4P’s

Section 4: Analyzing the Marketing Mix (7Ps) Strategies - we will analyze the Marketing Mix (7Ps) Strategies of Pizza 4P’s

Section 5: Evaluation & recommendation - We will evaluate each 7P’s of the company and recommend for the improvement

Then, we will conduct the conclusion of Pizza 4P's marketing-mix 7P strategy.

Introduce

4P's operates in four areas: restaurants, cheese production, cheese wholesale, and dairy retail With the main business is Pizza 4P's

The founder of Pizza 4P's chain is Masuko Yosuke After graduating from university, Masuko worked for a trading company, then managed for the famous investment fund Cyber Agent After quitting his job, in 2011 he opened the first Pizza 4P's store in Ho Chi Minh with an initial capital of 100,000 USD

In the middle of May 2019, Pizza 4P's restaurant chain completed receiving investment capital from Mekong Capital's fund, marking a new stage after 8 years of starting a business in Vietnam Previously, Pizza 4P's had received capital from Seedcom, a start-up investment fund chaired by

Mr Dinh Anh Huan, former Co-Founder of Mobile World (MWG) In addition, Pizza 4P's also received capital from Chikaranomoto (who owns the Ippudo ramen restaurant chain in Japan) and Locotto

At the time of 2017, when there were only 7 stores, Pizza 4P's was valued at about 20 million USD As of April 2020, there are a total of 26 restaurants The main restaurant is Pizza 4P's, with

20 stores (including vending carts) in Vietnam

Besides doing business at Pizza 4P's, 4P's also produces its own cheese to sell at stores and online stores as well as to supply 5-star hotels, restaurants Initially, the factory mainly produces mozzarella cheese to supply the restaurant, but until now the scale has grown to 8 types of cheese, and also produces other dairy products such as yogurt, cakes puddings, etc

Pizza 4P's Online Store was established after realizing the increasing demand for clean food from customers, providing them with quality products, improving their health.

Core values

The name 4P's means "For Peace" - Peace pervades the world The idea of "Peace" means living happily and actively living in peace The brand and logo of 4P's embodies the desire to always bring rich experiences to help each guest entering their world reap something positive and exciting Its culinary experiences that make the heart dance and spread positive energy Every guest when leaving has a positive feeling, even if it's just a little

Pizza 4P's understands that, delicious is only the minimum requirement of a dish, customers will smile more and be more satisfied when the dish is both safe and healthy That's why 4P's put the idea of "Farm to table" into practice “Farm to table” has become the core value that helps dishes at Pizza 4P’s receive 10 points of trust from diners.

Vision and mission

Pizza 4P’s vision: “Make the World Smile for Peace” – Bring a peaceful smile to the world” Pizza 4P's ambition is not simply "A great Pizza restaurant" More than quality products, Pizza 4P's also wants to help customers feel joy and happiness through positive energy from its members By spreading smiles, Pizza 4P's hopes to make an impact to change the world."

Pizza 4P’s mission: “Delivering Wow, Sharing Happiness” – Bringing “Wow”, Sharing Happiness It describes a delightful surprise, an experience that can make your heart dance, an abundance of positive energy and an uplifting spirit That excitement and positive energy is what it is a big step to the feeling of "Happiness" By "sharing" that with many people, Pizza 4P's believes that happiness will spread and fill the world… The result of "Delivering Wow, Sharing Happiness" is a smile To be able to bring happiness to customers, 4P's believes that bringing happiness to employees working at the Company is also very important

4P's has spent a lot of effort to bring the restaurant with a pleasant dining space, customers always feel comfortable, come and want to stay forever The guideline for all activities of Pizza 4p's is

"Omotenashi", which means the spirit of welcoming guests with all your heart, showing the hospitality of the Japanese people Omotenashi embodies a thoughtful way of thinking about the customer rather than simply completing the task

Market & Competitors Analysis

Market situation

Vietnam has more than 100 million people, most of which are young 60% under 35 years old and GDP has grown steadily at over 6%, per capita income has grown steadily over the past 10 years and reached 2,200 USD last year Vietnam is an attractive market for fast food business groups

According to statistics of the Ministry of Industry and Trade, in the past 8 years, this agency has licensed nearly 150 foreign brands and brands to Vietnam In which, the restaurant sector accounts for the largest proportion, with more than 43%, including more than 40 brands of fast-food restaurants, cakes, coffee, beverages, restaurants, hot pot According to the data According to market research, the fast food industry in Vietnam is still growing at double digits and this makes this industry even more attractive to domestic and foreign investors who want to participate in the market The competition is getting more and fiercer, from location to human resources and branding, to dominate market share

This strong competition is probably one of the factors that led to some restaurants closing in recent times However, this is also normal in business and each brand will balance itself in its business strategy to operate effectively

In a recent survey, up to 80% of respondents have ever used a food delivery service, which proves that the market's demand is very large for this type of service Technology is also changing the way customers make purchases, such as online or mobile purchases, cashless payments, and e- wallets

Currently, in addition to foreign fast-food brands that have been operating for many years such as Pizza Hut, KFC, Lotteria, etc., Vietnam's fast food market is quite active The emergence of domestic fast food brands, as well as other foreign investors entering the Vietnamese market, makes Vietnam's fast food market increasingly diverse and diverse

Vietnam is a developing country, on the way to integrate with the world, is importing Western cultural features, and is the latest cultural trend in the field of cuisine Pizza 4P’s officially entered the Vietnamese market in 2011, in the context that Vietnam's fast food industry is still new Today, with the economic development, the fast-food industry tends to grow faster in the Vietnamese market, especially after the covid epidemic

Famous for being a busy pizza restaurant chain and not taking home delivery to preserve the unique experience of dining out, Pizza 4P's eventually had to change to adapt to the reality of the food delivery chain

Competitors

Regarding competitors in the field of pizza restaurants, there are many competitors in which there are 3 big competitors that have the most similarities with 4P's:

STRATEGY Pizza buzza Pizza hut Domino

Product Core Product: The dishes at Buzza Pizza are kept the original Italian flavor but still make Vietnamese people excited This pizza is Italian because the recipe is completely like a traditional pizza, with tomato sauce, mozzarella cheese but full of Vietnamese flavor thanks to the chicken, onion, and garlic There are also a variety of cakes up to

Information about menus, addresses, or dishes is posted on

Core Product: The most recognizable feature of Pizza Hut is the pizzas with very good quality and a variety of sizes and types Most people love the variety of flavors they have

Information about menus, addresses, food prices, promotions, or contact information is posted on the restaurant's website and main fan page

Customers can come to the restaurant to order immediately or at the place and then come the next day or make an appointment in advance

Domino's is widely known for its fresh and quality pizzas Food product containers are specially designed to keep things fresh and hot The products offered are both vegetarian and non- vegetarian

Menu information, addresses, food prices, promotions or contact information are all posted on the restaurant's website and main fanpage In particular, Domino also has an order tracking section that is highly

6 channels such as the website, fan page, hotline, etc of the restaurant

Customers have the right to request immediate use or make a reservation, make an appointment in advance Can book via website or call directly

Invoicing service process A standard invoice must include customer information, time and location of service, and details of charges

Currently, Buzza has 2 popular forms of payment: cash or bank card There are also vouchers, coupons

Before deciding to choose a dish, customers will be suggested by the staff via the website or call directly Accompanying Pizza Hut is Pizza Hut Delivery, like Dominos, focusing on Deliver pizzas to customers' homes

Pizza Hut's invoice and payment process is very quick and has enough specific information on the bill

Currently, Pizza Hut has 4 popular forms of payment: cash or via bank card, ATM, and momo e- wallet There are also vouchers, coupons continuously for customers

Staff will enthusiastically support customers to know the available dishes and advise on choosing the right dish according to the customer's wishes

Hospitality: appreciated by many customers

Like the other two companies, customers can come to the restaurant to order immediately or at the place and then come the next day or make an appointment in advance via the website or call directly Domino's also focuses on delivering pizzas to customers' homes

Domino always carefully checks the information before issuing the bill and waits for the customer to check it again to make sure there are no errors

Domino also follows the times of having more forms of payment by e- wallet, bank card besides paying cash consultation

7 to choose which dish suits their needs

Staff is extremely well trained and show hospitality and warmth in welcoming customers

The restaurant has a security guard and an extremely safe parking area for customers

Exceptions: staff is always flexible to handle problems or special requests from customers Depending on the situation, the staff will offer a satisfactory solution

The staff is always welcoming, smiling, and welcoming guests in a friendly way, creating a very close feeling

The restaurant has a security guard and an extremely safe parking area for customers

Pizza Hut always cares about the customer's feelings, so if there is a bad influence, it will immediately take measures to solve the problem and recreate the sympathy

The staff will give the menu and introduce each dish, the best seller to customers

Entering Domino's, you will definitely feel the luxurious but close atmosphere by the eye- catching colors and bright smiles of the staff

The restaurant has a security guard and an extremely safe parking area for customers

To ensure that customers are always satisfied with the service that Domino provides, the restaurant always has a customer survey campaign to see if there are any suggestions on what is not good to improve

Pricing The food at Buzza always has a reasonable price and is not too high or, more specifically, much lower than other competitors, but the quality of the food is extremely guaranteed and high-class, which attracts a lot of real people guest Show that Buzza's direction is to penetrate the market to get as much market share as possible

With excellent food taste, Pizza Hut boldly priced products quite high compared to many rival brands

Dominos has introduced a unified and consistent pricing policy

Domino's Pizza always adheres to the low price strategy, the product price is always lower prices than competitors (Pizza Hut), and to match the spending power of Consumers This keeps the basic price under control and helps the company attract customers

Promotion When booking online at Buzza Pizza restaurants in Ho Chi Minh City, you will receive attractive incentives such as 30% discount or food combo discount or other promotions when ordering delivery It can be seen that Buzza always promotes promotions the most

In Pizza Hut's Marketing Mix 7p strategy, the promotion is developed wisely and achieves a rapid promotion effect

The company has created many attractive and outstanding promotional campaigns such as:

Buy 1 get 1 free or discount on special occasions

In addition, the company's marketing team does not

To promote its food products, Dominos always introduces new programs and offers to maintain customer attraction Home delivery is always free Sometimes the company offers a 50% discount on the second pizza At other times, the company introduces programs such as a free mini pizza on a large pizza

9 forget to implement marketing strategies corresponding to each distinct culture

For example, in Vietnam, at every Mid-Autumn Festival, Pizza Hut always aims at the image of a year-end reunion pizza in a Vietnamese family Western flavor but imbued with

Vietnamese cultural identity has stimulated the curiosity of many customers

Distribution The restaurant is always located in a central location, easy to find, and not in a place where there are many cars passing by, so it attracts a lot of customers to eat more often

Pizza Hut always chooses the most beautiful locations in any region around the world In Vietnam too, always in a central, beautiful, and convenient location

One of the most popular methods of eating pizza is to dine at a Dominos store Dominos has many stores in very good locations Most shopping centers and main streets have Domino's pizzerias

Process At Buzza Pizza, the cakes are made according to the traditional standard process Serve hot at the table with pure

The process of creating dishes at Pizza Hut strictly complies with food safety and hygiene regulations When the order is placed, the pizza

Management, delivery, and operation processes are always improved to suit the development requirements of society

10 dipping sauce guaranteed to satisfy any diners will be immediately made and served hot with the desire to give customers the best experience

Pizza launched a delivery tracking program on Facebook, whereby customers and their friends can know the exact process, time, and exact delivery time after delivery customer order

In addition, due to the current covid epidemic,

Domino has an extremely interesting

"1-touch" delivery process and ensures the principle of 5k

Large area, decorated according to the outside architecture like a castle, going inside the restaurant is decorated in Italian style from paintings to utensils The atmosphere is luxurious and the service is attentive and gentle from the staff

In addition, customers can also watch the baking process directly

Pizza Hut's storage space is invested and built very carefully Seating and dining table create comfort when dining, private but not cramped, giving the feeling of enjoying food at a luxurious restaurant

Besides, the knife, fork, and scissors of the restaurant Pizza Hut is also selected from high- end goods Not to mention customers also experience eating pizzas

Currently, with the redesign of the store in the style of Pizza Theater, customers can observe the staff's baking process and operations right at the store

11 from the bakery on the ground floor from pans that fit their plates, bringing a very interesting feeling

People Staff is always interested in customers, asking if customers need anything Especially will always support customers in the fastest way by estimating what they need

Target customers analysis & Positioning Strategy

Targeting

Pizza 4P’s is aimed at consumers aged 18 years and over, living and working in big cities such as

Ho Chi Minh, Hanoi, Da Nang, Hai Phong This is a group of people who have a hobby of meeting friends, meeting business partners, mostly students or people with stable incomes, occupations in general, or maybe couples, or families Family wants to have a cozy dinner together at a restaurant

Because the price of products at Pizza 4P’s ranges from 250,000 to 500,000 VND per serving, Pizza 4P’s wants to target customers with average income - well over 7 million VND a month

Pizza 4P's also regularly launches pizzas with unique and new flavors, that's why one of the groups of people who have a modern lifestyle, like to try new things and enjoy life as well is the audience that Pizza 4P’s targets

In addition, eating out is also becoming an essential part of modern life due to the increasing demand for communication and meeting, with the spending level of Vietnamese consumers on eating out increases depending on where they live For that reason, Pizza 4P's is also aimed at customers who love food, want to gather to eat and drink, enjoy outside dishes, ignore the chaos of life, immerse themselves in meals and the joys of life cozy of Pizza 4P’s

With the introduction of many cultures, the love for cheese is one of the leading reasons for promoting foreign dishes such as Pizza 4P’s - which produces 8 types of cheese with different flavors Different businesses have helped businesses penetrate strongly into the Vietnamese market Pizza 4P's hits the taste of Vietnamese people who love cheese because the customer's psychology will be stimulated by the simplicity and attractiveness of the dish, the good quality of cheese will make consumers sympathetic and favorite, that will make them willing to pay for their dish

Figure 3.2: Factors which Vietnamese people care about when they choose eating outside

Consumer Behavior

The decision to buy or use a service is triggered by a person’s or an organiztion’s un-derlying need or need arousal

People today often live in a socially integrated way, so when they see that everyone around them tends to like to eat and experience the service at Pizza 4P’s, they will be curious to know what's special there Or when hunger strikes, what will people want to eat Pizza in an environment with soft music, warm space, Vietnam is a developing country so the need to experience the service is more than just simply eat full, so they will consider the need to experience the above sensations at Pizza 4P’s

Once a need or a problem has been recognized, customers are motivated to search for solutions to satisfy the need

Once they realize that Pizza 4P’s will meet some of their needs, they will find information through social networks, advertising, experience reviews from friends, relatives even famous food bloggers reputation, among countless different Pizza brands to compare and decide to choose

When faced with several alternatives, customers need to compare and evaluate the different service offerings Ease or difficulty of evaluating a product before purchase is a function of its attributes where we distinguish between 3 types:

Search attributes: are tangible characteristics customers can evaluate before purchase

Consumers will specifically evaluate the taste of food, the nearest location, the support of Pizza 4P’s' services

Experience attributes: are those that can not be evaluated before purchase

This is the stage where the customer's experience is needed to evaluate the items that the customer has referenced in the Search attributes step

Credence attributes: Products characteristics that consumers find hard to evaluate even after consumption are known as credence attributes

It is not an easy task for the customer because the customer is not a professional in the situation that can indicate what clean food is, or whether the quality of food is healthy or not

Perceived risks: is especially relevant for services that are difficult to evaluate before purchase and consumption, and first-time users are likely to face greater uncertainty

• Functional (unsatisfactory performance outcomes): Will the experience at Pizza 4P’s happen the same way as I expected?

• Financial (monetary loss, unexpected costs): Will the price that Pizza 4P’s update on website change compared to directly eating at restaurants?

• Temporal (consequences of delays): If I book the table on Pizza 4P’s website, will I have to wait in line before entering the restaurants?

• Physical (personal comfort): How can I be sure that the atmosphere in Pizza 4P’s restaurants like people reviewed?

• Psychological (personal emotions): Will the demeanor of staffs let me down?

• Social (how others think and react): What will my friends thinks of me if they known that I eaten at Pizza 4P’s?

• Sensory (unwanted effects on any of the five senses): Will the toilet at Pizza 4P’s smell good?

Expectation: are formed during the search and decision – making process Expectations can even be situation specific, expectation chang over time, and are influenced by supplier-controlled – factors – such as advertising, pricing, neww technologies and service innovation – as well as social trends, advocacy by consumer organizations, and increased access to information through the media and internet Expectations embrace several elements, including desired, adequate, and predicted service, zone of tolerance that falls between the desired and adequate services levels

• Desired service: It’s a wish for level – a combination of what customers believe can and should be delivered in the context of their personal needs

• Adequate service: The minimum level of services customers will accept without being dissatisfied

• Predicted service: it can also affected by service provider promises, word of mouth and past experiences

• Zone of tolerance: Performing too low causes frustration and dissatisfaction, whereas exceeding the desired service level should surprise and delight customers Another way of looking at the zone of tolerance is to think of it as the range of service within which customers don’t pay explicit attention to service performance

After have consumers evaluated possible alternatives, by, for example, comparing the performance of important attributes of competing service offerings; evaluate the perceived risk associated with each offering; and developed their desired, adequate, and predicted service level expectations, they are ready to select the option they like best

In many instances however, purchase decisions involve trade - offs Price often is a key factor Once a decision is made, the consumer is ready to move to the service encounter stage.

Encounter stage

This is the stage where, after deciding to buy, customers will experience the "core product" of the service First, the "moments of truth" metaphor shows the importance of effectively managing touchpoints - - This is the stage where, after deciding to buy, customers will experience the "core product" of the service A second frame work, the high / low contact service model, helps us to better understand the extent and nature of points of contact this is the stage when customers – evaluate factors such as the interior and exterior of Pizza 4P’s, the presence and behavior of the staff, in addition to the surrounding atmosphere, the presence of other customers

A third concept, the service model, focus on the various types of interactions that together create the customer's service experience servuction system: –

• Technical core: where inputs are processed and the elements of the services products are created This is an invisible stage that customers can't see, but if there is a delay in the order process, make a wrong order, customers will be noticed about that and have bad impression about Pizza 4P’s

• Service delivery system: where the final “assembly” takes place and the products delivered to the customers

Finally, the theater metaphor communicates effectively how one can look at "staging" service performances to create the experience customers desire

• Service facilities: Imagine service facilities as containing the stage on which the drama unfolds Sometimes the setting changes from one act to another

• Personnel: The front - stage personnel are like the members of a cast, playing roles as actors in a drama, and supported by a back - stage production team.

Post encounter purchase

In evaluating service performance, customers can have expectations positively disconfirmed, confirmed, or negative confirmation

Unexpectedly high levels of performance, arousal, and positive affect are likely to lead to delight

Figure 3.3: Positioning map of Pizza 4P's

Although it also chooses pizza as its main product, Pizza 4P’s positions itself as a fine-dining restaurant chain instead of a fast food restaurant or pizzeria like other brands

The total number of Pizza 4P’s restaurants so far is only 20, concentrated in four major cities, compared with the scale of more than 90 stores of Pizza Hut and more than 70 stores of The Pizza

Company However, the revenue in 2019 of this chain still reached nearly VND 570 billion, only 25% and 8% behind the two leading chains Its growth rate is comparable to The Pizza Company and far exceeds Pizza Hut in recent years In terms of profit, Pizza 4P’s also outperformed its competitors Pizza 4P’s has been profitable after 5 years of operation, and in the last two years, this chain has made a profit of more than VND 50 billion

To achieve today's success, the thing that really leaves an impression in the hearts of diners is the cakes Pizza 4P's is very well positioned on how to produce and launch its pizzas because at Pizza 4P's there is no concept of ready-made and reheated cakes Everything is made on site - right after the customer places an order From mixing the dough, kneading the dough, to arranging the filling and putting it in the brick oven The cake when placed in front of the customer is always a cake that has just come out of the oven for a minute or two, still fresh with the aroma of new dough

The special thing about the pizza at 4P's compared to other stores is the Italian-style pizza baked with wood in a terracotta oven In particular, the pizza base must be kneaded by hand to achieve the desired thickness The taste of the food at Pizza 4P's combines two cuisines of Japan and Italy

In addition, Pizza 4P's also produces its own cheese The entire cheese-making process, from cooking milk to pulling cheese at 4P's factory, is made entirely by hand, like the French tradition

Besides product quality, service quality is also a highlight of Pizza 4P's compared to competitors With the motto "Delivering Wow, Sharing Happiness" and the style of the restaurant from Japan, it has partly shown the attentive and enthusiastic service here Delicious, creative dishes with stable quality throughout the years, professional and welcoming service style at any time and diverse space layout is one of the ways to be a business positioning and development for many years now

One of the factors that keeps 4P's in the top of favorite restaurants in Saigon is encapsulated in two words "sustainable" Pizza 4P's locates the restaurant model according to the "sustainable" criterion and is formed from 3 areas: Sourcing, Social Contribution and Environmental Protection The vegetables and herbs grown at the restaurant are grown and nurtured entirely by organic methods, bringing diners the freshest ingredients The "social" nature of 4P's development into a sustainable restaurant chain also lies in providing healthy meals with about 25% of 4P's appetizer menu being vegetable dishes and the restaurant also There are many options for vegetarians Pizza 4P's is also recognized as an environmentally friendly restaurant when besides using plastic straws, furniture such as tables and chairs in the restaurant is also made from recycled materials

Analyzing the Marketing Mix (7Ps) Strategies

Services Product strategy

4.1.1 Characteristics of restaurant service at Pizza 4P's

Relative Intangibility: Intangibility reflects the fact that customers rarely get real products as a result of service activities The result obtained with the customer is often a pleasant experience or not Pizza 4P's restaurant service is made up of many different factors, including intangible elements that customers cannot see or feel before consuming the service such as: smell, taste of the dish food, service attitude of the staff only when they consume the service can they feel the elements

Simultaneousness between production and consumption: Customers will in fact decide the production of food services At Pizza 4P's, it is not possible to create a service without the input of customers Customers are both consumers and direct participants in the service production process Food service production is not done before the arrival of the customer

The decisiveness of the human factor in the process of creating services: Food and beverage services are provided by children to humans This requires Pizza 4P's to pay more attention to the selection, training, placement and compensation of employees to provide high quality service

Perishability and non-storable: Due to the simultaneity of service production and consumption, food service products cannot be stored and are easily damaged The perishability and non- storability of the food service caused the managers of Pizza 4P's to come up with measures to smooth the demand by using price tools and other tools to attract customers in the future certain time

Difficulty in quality control: Due to the characteristics of the service that production and consumption take place at the same time, customers cannot know in advance and check in advance whether the service is good or not, but that can only be felt while the customer consumes the service Therefore, in order for customers to feel a part of good service, Pizza 4P's has focused on investing in facilities, clean and beautiful space to create a comfortable feeling for customers

Heterogeneity of service: Because customers want to be taken care of as separate people, food service is often personalized and heterogeneous It is difficult for restaurant services to provide service standards to satisfy all customers in all circumstances because that satisfaction depends on the perception and expectations of each customer

Non-transferability of ownership: for food service at Pizza 4P's, there is no ownership transfer between the buyer and the seller, but the buyer is only buying the right to use the food service process, not ownership creates that process

Seasonality: Food and beverage services are relatively seasonal At Pizza 4P’s stores during the day, there are usually fewer customers because customers have to go to school and work In the evening will be the time frame with a lot of customers

Immobility: Because Pizza 4P's is both a place of production and a place to provide services, the food service is non-movable, customers who want to consume the service must go to Pizza's stores 4P's to provide services

Diversity, beautifully decorated dishes: For each type of service, customers have high requirements for a particular service indicator For the service at Pizza 4P's, customers have high demands on the variety of beautiful decorations of the dishes

Superficiality: It is the attitude and working style that each employee shows to the outside that determines the customer's thoughts and feelings about the quality of customer service at the restaurant, which has a significant influence on restaurant business performance

Complexity: Pizza 4P's is a place where many customers gather with different needs and eating habits, requiring employees to have the ability to communicate appropriately with each type of customer, ensuring to satisfy all customers both customers Therefore, the number of dishes and drinks in the restaurant is also diverse, requiring staff to know and understand each dish, the sauce / accompanying food of each dish, which utensils are used for which dish to serve guest

Restaurant services at Pizza 4P's provide dishes to meet the dining needs of diners and potential customers

What really leaves an impression on diners are the cakes At Pizza 4P's, there is no concept of ready-made cakes and then reheating Everything is made on site - right after the customer places an order From mixing the dough, kneading the dough, to arranging the filling and putting it in the brick oven The cake when placed in front of the customer is always a cake that has just come out of the oven for a minute or two, still fresh with the aroma of new dough

The best thing that 4P's pizza can do is bring authentic delicious pizza to become popular in Vietnam Making diners satisfied with the taste of a delicious pizza in its own right, not a pizza that puts on as many fatty toppings to be as eye-catching as possible The special thing about the

20 pizza at 4P's compared to other stores is that the Italian pizza is baked with wood in the earthenware oven, this way the cake will be cooked in just 90 seconds In particular, the pizza base must be kneaded by hand to achieve the desired thickness Pizza at 4P's follows the same process, pizza is baked in a terracotta oven, so you can see a lot of scorch marks on the edges of the cake The base of the cake is thin, soft but spongy, when you bite into it, you will feel a little tough, but fragrant with flour and wood smoke! Those are the perfect pizza bases we expect from Italian pizza

Pricing strategy

A viable service requires a business model that enables cost recovery and profitability through delivery, implementation of revenue strategies, and pricing However, the pricing of services is complicated For Pizza 4P's, the business deploys a combination of different pricing methods and pricing strategies to optimize revenue and bring value and benefits in line with the prices that customers spend

Prices at Pizza 4P's are as follows:

The target customers that Pizza 4P's is targeting is a group of customers with average income is good or higher Therefore, it can be seen that the prices of products fluctuate at an above-average level, specifically:

Table 4.2: Pricing strategy of Pizza 4P's and Competitors

Course Pizza 4P’s Al’s Fresco Pasta Paradise Pizza Buzza

When providing products and services, the biggest challenge for Pizza 4P's is to create products that are suitable for customers' ability to pay but still ensure the purpose of optimizing the business's revenue Therefore, in order to set a reasonable price, Pizza 4P's considered a price proposal based on 3 factors:

- Value-based pricing (Customer-based pricing)

Every product needs a certain cost to create it However, for the type of service, cost measurement becomes more complicated due to the intangible characteristic of the service Therefore, to easily measure the costs, Pizza 4P's uses a measurement method based on Activity-based costing (ABC management system), which approaches each step in the service delivery process and provides cost statistics of each step

Currently, the cost of outsourced services is increasing, the price of imported products is high, which has a great impact on the price of services and products In order to have a reasonable and

28 competitive price in the market, Pizza 4P's always tries to reduce input costs such as production costs and transportation costs by: self-producing dairy ingredients such as cheese, building a partnership with Thien Sinh farm to ensure fresh fruit and vegetable products at low prices – Thereby, reducing production costs but still ensuring product and service quality

4.2.2 Value-based pricing (Customer-based pricing)

With the target of spreading happiness and positive energy through its services, Pizza 4P's focuses most on pricing strategy based on product value and customer perception Especially when targeting the group of medium-high-end customers Customers at Pizza 4P's not only want delicious and safe products, but also require accompanying services of a certain value, so they are also willing to pay more for products/service that they think is worthy of what that product/service brings

Pizza 4P's brings more value than just a product to satisfy consumers' eating problems by conveying product messages through service delivery Pizza 4P's pricing strategy also revolves around the perceived value of customers, based on:

Net Value = Perceived Benefit All Perceived Cost – Perceived Benefit of Pizza 4P’s

The values that Pizza 4P's bring to consumers:

- Applying environmentally friendly production processes, minimizing negative impacts on the environment Using ingredients grown from the farm, natural, no chemicals Thien Sinh Farm - Pizza 4P's partner uses a completely natural growing process, without the use of pesticides and chemical fertilizers In addition, the farm aims at a production model to ensure the safety of the staff at the farm, the people in the village, and the customers using the product Building production processes that protect consumers and protect the environment

- Handcrafted cheese production, delicious and safe Pizza 4P's does not import cheese but makes handmade cheese products, special flavors only available at Pizza 4P's such as: Burrata cheese - greasy, tender, buttery, Mozzarella cheese - milky taste, soft, provides many nutrients

- Professional and fast support services: booking advice via website or phone number, fast delivery, convenient and diverse payment services, event support for customers

- Services enhanced with attentiveness: enthusiastic consultants, embodying the spirit of

"Omotenashi" of Japan, or devotion shown through the thoughtful actions of staff

- The space is warm and luxurious but does not cause discomfort for customers Interesting features such as the design of the waiting area, the dining tables with a view of the kitchen space also create an interesting feeling for consumers

For businesses dealing in similar products/services, if consumers don't see the difference in value between products and services, they will tend to choose what is the cheapest for them Price competition increases when:

- An increasing number of competitors

- An increasing number of substituting offers

- A wider distribution of competitors and/ or substituting offers

- An increasing surplus capacity in the industry

In the case of Pizza 4P's, based on Table 2, it can be seen that Pizza 4P's products are priced higher than competitors This difference comes from the total value that Pizza 4P's products and services bring more than competitors, thanks to the enhancement of the perceived value of customers That shows, Pizza 4P's has used the quality of products and services to commit to the values that customers can receive However, it is still necessary to collect information about competitors' prices, so that Pizza 4P's can compare its pricing strategy and make appropriate changes.

Distribution strategy

The target of companies when producing and doing business is towards the consumption of products by consumers Therefore, in order to help consumers easily consume and use their products/services, businesses need to have distribution methods suitable to customers as well as product characteristics

At Pizza 4P's, in addition to delivering products to customers, the company also needs to focus on delivering services (experience, performance, and solutions) to consumers even though services often cannot be stored Therefore, in the product delivery cycle, Pizza 4P's needs to pay attention to three main flows:

- Information and promotion flow: Distributing information and promotion strategies to consumers, the goal is to help customers interested in buying and experiencing the service

- Negotiation flow: Towards the agreement and negotiation of service features as well as incentives for consumers to agree and accept to pay for the service

- Product flow: For services that involve processing, installation, or require some facilities for delivery, a distribution strategy requires developing delivery networks, or websites, local branch to provide services/products to consumers

Pizza 4P's business service is a service that requires customers to be present during the service delivery process, from the beginning to the end of the transaction Therefore, choosing a convenient location is a big challenge for Pizza 4P's The decision to choose a service provider location must depend on the potential customer's home and work location, traffic

Pizza 4P's is currently using direct distribution channels in some major cities via online and offline channels a Offline distribution

Currently, Pizza 4P's has more than 25 stores in 5 big cities: Nha Trang, Ho Chi Minh City, Hai Phong, Hanoi, Da Nang - where the population is dense, the level of urbanization is high and the average income is high

Offline stores include department stores, vending carts, and exclusive stores For this form of distribution, customers can come to the place to experience the space, and be provided with other additional services besides the store's products

How Pizza 4P's provides service in a Brick-and-Motar context:

- Ministores: With the aim of maximizing geographical coverage, Pizza 4P's opens many stores scattered throughout major cities, especially in Ho Chi Minh City On the other hand, the use of mobile vending carts can meet the needs of customers but take up little space

- Locating in Multipurposes Facilities: Some Pizza 4P's restaurants are located in commercial centers, which provide multipurpose facilities such as restaurants, shops, banks (or ATMs), for convenience streamline travel when customers make service decisions b Online distribution

Website: https://online.pizza4P’s.com/?view=vn

Pizza 4P's Online Store is still a new business model Like the business orientation, Pizza 4P's online store always strives to provide the best food to customers, aiming for an authentic shopping experience

Service Delivery Innovations Facilitated by Technology at Pizza 4P’s:

- Using smart phone for ordering application The development of smart mobile phones and the Internet makes it possible for customers to connect to the restaurant's services anytime, anywhere

- Building a website to provide information, receive orders, and serve as a delivery channel for services combined with information-based customer care

Pizza 4P's new model aims to serve customers who are far away, cannot come to see and experience products/services in person or minimize social contact In addition, the construction of Pizza 4P's Internet-based website platform also creates favorable conditions for:

- Collecting data on consumer search and information seeking behaviors

- Quickly collecting feedback from consumers

- Creating online communities to market services

4.3.2 Distribution intermediaries a Shipping unit AhaMove

Online sales and delivery are part of Pizza 4P's brand development plan Therefore, Pizza 4P's providing services through an intermediary transport unit: AhaMove AhaMove has met a large number of orders, ensured the quality of products every time, and improved the driver's service attitude in the style of Pizza 4P's: "Welcome customers with all your heart!"

The price of the service is from 20,000 VND to 40,000 VND and only delivery in 5 cities: Hanoi, Nha Trang, Ho Chi Minh City, Da Nang, Hai Phong

Here are the details of the operation process and the utilities AhaMove brings to the customers:

Figure 4.8: Operation Process and Utilities of AhaMove

Figure 4.9: Operation Process and Utilities of AhaMove

Figure 4.10: Operation Process and Utilities of AhaMove b Payment unit Momo

In order to serve the payment process faster and more convenient for customers Pizza 4P's cooperates with payment intermediary, Momo Consumers using Momo can integrate some of the restaurant's offers with e-wallets such as:

- Receive regular gifts from e-wallets

- Giving gifts when experiencing the service

- Integration with other payment functions

In addition, in order to protect consumers against risks when using e-wallets, Momo Wallet also has a number of measures to secure customer information such as:

- Using security technology with recognized certificates, fingerprint security technology

- Account security policies, handling emergencies

Pizza 4P's distribution stores are noted for in-store quality management Pizza 4P's wants to maintain strict control to ensure a good image of products and services In addition, Pizza 4P's products require uniform quality, food safety and hygiene, and products are required to be created by complex, high-tech processes

Therefore, Pizza 4P's has strictly chosen intermediaries to distribute products With this form of distribution, Pizza 4P's can control its image and brand value more thoroughly, but it also costs more to maintain the service

The basis for Pizza 4P’s to choose a distribution channel: The distribution expansion of Pizza 4P's is quite slow, with just over 25 stores across the country after 10 years of operation It can be seen that Pizza 4P's selects its distribution channels very carefully, based on the following criteria: a Based on distribution goals: Towards the distribution goal of bringing safe, quality products and bringing spiritual value to consumers in the middle segment, Pizza 4P's has set up its restaurants in the city center - where the income is high This helps ensure that company build the most effective brand image for your target market b Based on the characteristics of the market: Based on the analysis, have the characteristics of consumers in the target market and their consumption scale, thereby deciding whether to organize more or less distribution in the area that area c Based on business products: The product characteristics of Pizza 4P's is a type of service that revolves around the core product, requiring consumers to be present in the service delivery process Therefore, the setting up of branches is done slowly, carefully selected to ensure the quality of products and services that businesses provide d Based on the capacity of the business: By using a management form influenced by Japanese culture, Pizza 4P's distribution forms are paid attention to details, undergoing a rigorous selection process Based on the stable financial situation, the restaurant branches are guaranteed to be of equal quality

Promotion strategy

Target Audience in Pizza 4P's Marketing strategy is young people, this audience likes to experience and is always aimed at new people

4.4.2 What - The message to convey

Each Core Value contains messages and expresses the common spirit of Pizza 4P's working style When understanding and applying Core Values to daily work, each member is the image representing the spirit of Pizza 4P's to everyone around The guideline for all activities of Pizza 4P's is "Omotenashi", which means the spirit of welcoming guests with all your heart, showing the hospitality of the Japanese people Omotenashi shows concern, attentive service to customers rather than simply completing the task, "bringing wow, sharing happiness" It is reflected in the very small details, like the staff having to learn how to sprinkle the topping and cheese so that every slice of cake is cut with a full topping “We want to share happiness, so the cake has to be divided so that each piece has all the flavors of happiness,” Sanae said.

The message of Pizza 4P's is to bring rich experiences to help each customer who enters Pizza 4P's store to reap interesting and positive things “Bringing the World to Smile for Peace.” 4P's pizza creates smiles, and those smiles are the "catalysts" that help people taste the taste of lasting happiness, of inner peace Pizza is the door leading to a soul filled with complete relaxation Positive energy is spread through the culinary experience and every diner leaves with a positive feeling, even if it's just a little That's why Pizza 4P's decided to produce its own cheese without importing it, with the goal of "fresh, cheap and safe" Bring a smile to the world for peace Pizza 4P's with the hope that people will find inner peace and their hearts will be filled with compassion and happiness Pizza 4P's aims to realize a world in which individuals can respect each other and cherish the earth, our society and our own existence

Besides, Pizza 4P's also has small messages through concise and concise forms displayed on the restaurant's website, facebook or in the form of gifts with messages for customers

4.4.3 How - Through a variety of communications channels a Messages Transmitted through Traditional Marketing Channels:

Pizza 4P's uses a very good marketing strategy to promote unique dishes or food plates and unique spaces that have impressed customers who come to use the service from which they share through social media , word of mouth and received great attention from network users Experience videos about this product are posted on Youtube with a large number and views at a very large level The Target Audience in Pizza 4P's Marketing strategy is young people who love to experience and always aim for new things Therefore, taking advantage of curiosity and posting videos from Youtube channels with such a large number of young subscribers will be an extremely effective natural way of communication

Pizza 4P's focuses on using its website, Facebook, to update articles about new collections, organizing programs, On the website and Facebook, Pizza 4P's always updates relevant information Visit a business to launch seasonal dishes or special occasions to increase customer reach and provide more product information Besides, when Pizza 4P's launches a new dish, there will be experience videos with great views The previous good communication effect created a huge boost during the opening sale These product experience videos are posted on Youtube with a large number and views at a very large level, increasing the curiosity and interest of customers

In addition, Pizza 4P's also uses social networks to answer questions for customers Marketing strategies help Pizza 4P's bring value to the brand as well as increase revenue for the business

 The article promotes the new and unique dish "Pizza Bun Dau Mam Tom"

Every time we launch a new dish, Pizza 4P's, we post articles on Facebook, Instagram and the main website On March 4, Pizza 4P's just added a pizza with vermicelli and shrimp paste to the menu Just appeared, the cake made many diners curious about the combination of Vietnamese and Italian cuisine The cake is currently priced at 140,000 VND and does not have an optional size like other pizzas Guests cannot ask the chef to make the base thin or thick

Pizza 4P's uses curiosity when releasing images of pizzas with 1-0-2 to increase interest from customers In addition, with the strong spread, the first image of this dish has garnered 9.5 likes, 22k comments and 2.9k shares Since the launch of Pizza 4P's, it has created a very good communication effect when using Social Media as the main method to inform customers Not stopping there, before the pictures of the pizza with vermicelli and shrimp paste caused controversy with comments and Organic Traffic

Besides, there are also experience videos that have achieved great views The previous good communication effect created a huge boost when during the opening for sale, many days in a row was considered the first "sold out" of Pizza 4P's Experience videos about this product are posted on Youtube with a large number and views at a very large level

 Organize a baking class for children on the occasion of 1/6

On the occasion of Children's Day on June 1, Pizza 4P's restaurants held a pizza making class for children and staff's families from Monday to Sunday Pizza making class is a great opportunity for children to learn while playing about the cooking process, stimulate their creativity, and share the fun with friends This pizza making class is a special activity of Pizza 4P's because Pizza 4P's has been focusing on developing the "Edutainment" model as one of its core concepts all Pizza 4P's branches on all days of the week Pizza making class can also be applied for parties and birthdays

 March 31 Pizza 4P'S entered the 'Essence of Asia' category of ASIA's 50 Best Restaurants 2021

Pizza 4P'S is one of four restaurants from Vietnam named in the 'Essence of Asia' category This category aims to honor and recognize the positive contributions and sustainable development of Asian restaurants with culinary quintessence Based on full criteria of food quality and environmental protection activities Besides, using green and clean homemade products that meet the requirements, Pizza 4P's was honored to participate in the big prize proved its existence and sustainable development after nearly 10 years of operation with nearly 20 branches from North to South

 Pizza 4P's combined with Vietcetera exclusively with the theme "Peace for the Earth"

Pizza 4P's with projects to raise environmental awareness and regular efforts to realize the mission

"Make the world smile for Peace" In recent years, as the consequences of climate change become more and more serious, businesses have become more and more aware of their roles and responsibilities

Pizza 4P's is not only a restaurant but also manufactures and retails other products such as cheese, yogurt and pudding to convenience stores and supermarkets With the glass properties of yogurt jars, the pudding can be reused after being cleaned and sterilized A glass jar reuse activity: Customers can return glass jars at Pizza 4P's restaurants and receive small gifts such as cottage cheese, yogurt or pudding as a thank-you from the restaurant

This campaign will take some revenue, but it is also a marketing method when customers return the jar, some of which will have the intention of dining at the restaurant, this is also a way to increase sales In the past 4 months, 4P's collection and reuse of yogurt and pudding jars has received a lot of donations from you with the number of more than 2,235 jars since 4P's started the recycling program use this glass jar Through the value campaign that businesses bring to society as well as Pizza 4P's mission "Make the world smile for Peace" in a sustainable way

 Campaign to celebrate International Day of Peace September 21, 2020

On September 21, as part of the campaign to celebrate the International Day of Peace, Pizza 4P's restaurant chain cooperates with Ki Saigon to combine ingredients typical of countries that have conflict with each other and create the "Pizza peace" The idea was that if you could blend the tastes of these countries together on a pizza, you could do so in the world

As reported by Campaign Brief Asia, the project was completed in a few months with chefs Shotaro Hirukawa and Natsumi Kobayashi working with Ki Saigon to create three “Peaceful Pizzas”, highlighting the conflict between Israel - Palestine, India - Pakistan and the increasingly tense disputes between the US and China They created 27 unique handmade flowers in each pizza box, “Celebrating Peace and Tranquility” Each flower combines the colors of the flags of each side in this conflict As part of the campaign, 250 specially designed boxes were displayed as a work of art entitled “Garden of Peace” at one of Pizza 4P's locations, with all proceeds being collected will go to the United Nations Peace Building Fund

 Together with Mekong Capital and Nhat Tin Logistics in providing meals for the team of doctors and staff

Pizza 4P's has accompanied Mekong Capital and Nhat Tin Logistics in providing more than 500 meals for the medical team, doctors and staff at Danang Hospital and Da Nang Orthopedic Hospital on 29-30 July, 2020 Support to provide free food for doctors and nurses who are participating in the prevention of the COVID-19 epidemic Pizza, pasta, salads and desserts were delivered by Pizza 4P's to more than 680 doctors and nurses at Ho Chi Minh City Hospital for Tropical Diseases

Service processes management

4.5.1 Service processes a Act 1: Prologue and Introductory Scenes

This is the first activity of Pizza 4P’s, when customers will book a table through the online website to ensure a guaranteed place to eat This takes about 15 minutes to complete the booking steps, then a staff member will call to confirm the seat before the time you have booked, the voice of the staff will usually be soft, polite, and concise The customer will then go to the dining area, park the car, confirm the table number and reservation time at the reception counter (including the part where the staff will lead the customer to the table that the customer has booked)

+ When ordering Pizza 4P’s cannot guarantee when the table will be full, so customers may have to wait a long time when ordering online

+ The number of customers is crowded, the number of motorbikes is high and customer will have to spend time to park the car elsewhere or farther from the place to eat

+ There will be many people booking a table at the same time frame, waiting for confirmation from the reception will make customers wait

+ Confirming each order will be quite time consuming, so sometimes customers will not receive calls to fix hours from staff

Figure 4.13: Act 1: Prologue and Introductory Scenes b Act 2: Delivery of the core product

The stage where customers will experience the main product of the service they have ordered We divide this phase into 3 parts Specifically, the staff will appear with a neat appearance, the attitude of giving the menu to the guests politely, introducing the dishes, taking notes of the dishes that the customers have ordered After that, the order will be sent to the kitchen to make the dishes, (this is one of the most important stages because if the customer cannot fulfill the orders, it will create a bad impression of the service) Next, the customer will order a drink, the staff will bring it and

46 pour it for the customer, will need to pay attention to when the customer needs to use more filtered water

+ It is possible that the estimated time of the first customer's meal will exceed the time of the next customer, if the number of guests is large, there will not be enough tables for the next customer, causing the customer to wait

+ The order may have errors such as staff forgetting the order, getting the wrong item

+ Being refilled with filtered water is something that always happens, but if employees do not have specific coverage, they will forget this step

+ There are times when customers will have to go to their seats without specific instructions from the staff

+ When the customer has determined what they need to eat, they will usually have to wait for the staff to return before they can read the order

Figure 4.14: Act 2: Delivery of the core product c Act 3: The drama concludes

At this time, pizza and dishes have been brought to the table for customers to enjoy in a peaceful atmosphere with relaxing melodious music Finally, when the customer has finished eating, it is time to pay for the meal, usually many of the customer's expectations will be mentioned in the following factors:

- Clear payment invoices, ensuring accuracy from cashiers, politely delivered by staff at the fastest time to avoid waiting for customers

- Thank customers sincerely, resend the card (when the customer pays by card) or deposit it back (when the customer pays in cash) quickly

- Customers will use the toilet afterwards to wash their hands and the toilet must always be full of paper and clean

- When the customer goes to pick up the car, the security guard will guide the car to help the customer, collect the ticket, say goodbye to the customer

+ The process of receiving orders when an error occurs, will lead to the wrong dish, customers have to wait to change the dish

+ The payment with a large number of customers will make customers wait for a long time

+ In the food preparation stage: there will be some cases such as the dish is out, the supply in the kitchen is no longer available

+ At the eat meal stage: each customer will have a different taste of the dishes, it is impossible to control the quality of the dish at each branch

+ In the Bill stage: the number of items in the invoice is incorrect, the invoice is smudged because of water

Figure 4.15: Act 3: The drama concludes

+ Too crowded so it takes a long time to pay

+ The toilet was being repaired, many people wanted to use the toilet at the same time

+ Many vehicles are too guarded to quickly identify their vehicles

+ Payment: there may be a case of missing money for customers

+ Restroom: the toilet has a bad smell, or there are no shoes that day, lack of regular inspection

+ Return vehicles: the security guard did not help me lead the vehicle because there were too many people leaving at the same time

Figure 4.16: Act 3: The drama concludes

Pizza 4P’s services require moderate customer engagement, with moderate engagement, customer inputs are required to assist the company in creating and delivering the service and delivering custom level These inputs may include providing information, personal efforts, or even physical assets This average customer participation is required to create the service Custom customer input standard service, provisioning service, customer requesting service, customer input (information, documents) are needed for commensurate results

Customers can ask to add or remove some ingredients in the dish for example when they want to add cheese or when they ask not to take tomatoes, onions… T his is a specific activity, in which the customer is involved in the creation process of that pizza

Customers can request services such as turning on the air conditioner to reduce or increase the temperature They can also ask the staff to remind other customers if they make too much noise while sitting at the shop, affect others.

Physical evidences management

Identifies the main dimensions in a service environment and views them holistically

Internal customer and employee responses can be categorized into cognitive, emotional,and psychological responses, which lead to overt behavioral responses towards the environment Key to effective design is how well each individual dimension fits together with everything else

Pleasant environments result in approach, whereas unpleasant ones result in avoidance

Arousal amplifies the basic effect of pleasure on behavior

 If environment is pleasant, increasing arousal can generate excitement, leading to a stronger positive consumer response

 If environment is unpleasant, increasing arousal level will move customers into the

Feelings during service encounters are an important driver of customer loyalty a The 4P's create a pleasant environment in their approach:

Dishes with unique combinations of ingredients never seen in pizza

Unique blend of flavors, not weird at a ll

There are additional side dishes to increase the taste and deliciousness

The feeling of eating well with friends makes me feel more comfortable

Regret that there are still many delicious dishes that have not been eaten, so next time will continue to come back with more friends, willing to spend more money to eat the old dishes and try new dishes b 4P's Social interaction between customers and employees:

The staff is always smiling, friendly to customers

Staff reminds customers of the reservation time between 20-25 minutes

Support staff to organize events (birthday, anniversary ) for customers )

Get advice on choosing dishes very enthusiastically from the staff

The baker always smiles to answer customers even though he is busy

Employees are available immediately when customers have problems

♦ Cognitive: They develop confidence in the quality of dishes with unique ingredients that other pizzerias do not have, as well as put their trust in the staff, the chefs are qualified to create each Each piece of cake, each taste in the dish is carefully, professionally and delicately made to suit the taste of even the most demanding customers At the same time, the extremely good facilities and friendly staff also raise trust Therefore, customers will choose to eat at 4P's over other places

- Feeling: Customers feel comfortable with the surrounding environment because the space at 4P's is always designed to be spacious and airy

- Mood: stimulating - When you sit and watch the food being created directly and the feeling of waiting to enjoy the hot pizza just out of the oven will make guests feel interesting and stimulate the feeling of eating when they are hungry due to waiting Besides, the atmosphere of many people around waiting like you is more stimulating and makes the feeling of eating better

♦ Psychological: Feeling comfortable: When going to a luxury restaurant, people are always afraid of not being luxurious or afraid to ask something for fear of not being noticed, but thanks to the

52 warmth and friendliness of the staff at 4P's: welcoming, guiding, asking questions and interacting continuously will make customers feel comfortable and cared for

=> They feel comfortable and easily ask their questions or requests

• Music: The restaurant uses soft instrumental music to create a pleasant atmosphere for guests to eat

• Temperature: The temperature in the restaurant is not too cold, but at a moderate and comfortable level to help guests feel as comfortable as possible

• Noise: Although the central location is always crowded, thanks to the unique design of each branch, it brings a separate space away from the noise outside and the hustle and bustle of the urban area This has created the restaurant space a very personal quality that satisfies many diners when they can relax in a soothing space, completely separate from the outside world

• Scent: There is a slight aroma from the dish when brought out, although the smell of cake or spices is not strong but very fragrant

• Color: Although there are many branches, 4P's branches are always dominant with the natural wood design combined with light brown and light yellow tones, creating a friendly, bright space for Pizza 4P's restaurant and a little romance with customers b Space / Function:

• Layout: Designed in an open space, it looks much larger than the area Without too many private rooms and removing the walls, the restaurant divides the area with tall partitions These partitions are designed with wooden grids to create an extremely airy feeling without being occult for the restaurant space

Furniture such as tables and chairs, walls, or decor details are cleverly designed by architects with a simple layout, not fussy, exuding a contemporary quality in the restaurant

The kitchen area o the pizza restaurant is also designed in an open and extremely large way If f there are customers who want, they can sit at the bar and watch the chef's food and pizza-making process This design gives customers a very special impression because they can experience an extremely large and airy space when coming to eat pizza

• Interior: High-quality sofa sets, iron material next to natural wood material prove the high-class luxury, do not create uncomfortable feelings, and will make customers satisfied because it is worth the money they spend out

Figure 4.17: Pizza 4P's Layout and Interior

Figure 4.18: Pizza 4P's Layout and Interior c Signs, Symbols, and Artifacts

 Gray and indigo: The restaurant uses gray wall color for the dining area and indigo for the bar, which are favorite colors in both Vietnamese and Japanese cultures This design seems unrelated, but when combined, it is extremely harmonious, bringing a sense of closeness to customers but still keeping the spirit of a Western restaurant - a pizza restaurant

Figure 4.19: Signs, Symbols, and Artifacts

 White light: The restaurant is designed to make the most of light The whole space is filled with light, making the restaurant much brighter and more prominent, very true to the contemporary quality that Pizza 4P's restaurant aims for With a space filled with light like this, space feels larger, creating more excitement for customers when eating

Figure 4.20: Signs, Symbols, and Artifacts

 Signboard: The name and logo of Pizza 4P's express the following desire of Pizza 4P's – always providing rich experiences, giving every guest excitement and positivity Pizza 4P's hopes that Pizza 4P's customers go home feeling a little more positive and motivated The restaurant name will be designed simply to create a sense of familiarity and the 4P's Logo is usually placed inside the restaurant with warm yellow lights as shown below

Figure 4.21: Signs, Symbols, and Artifacts

Figure 4.22: Signs, Symbols, and Artifacts 4.6.5 Put it together

Pizza4P's doesn't just sell pizza, they sell the unique cultural experience of going to a restaurant, enjoying delicious food in a beautiful, quiet space, and watching pizza artisans passionately perform a Design with a holistic view - Design with a holistic view

Contemporary design is extremely attractive and impressive to customers b Design from a customer's perspective - Design from a customer's perspective

The pizza restaurant has separate areas for guests with 2 people, for groups of 3-4 people and for large groups Each area is divided and separated from the rest to ensure the necessary privacy for customers Besides, the bar area for customers who want to observe the kitchen area is also designed extremely nicely, impressing diners

People management

Figure 4.23: Pizza 4P's Employee 4.7.1 Service Personnel as a Source of Customer Loyalty and Competitive Advantage

Frontline employees are an important driver of customer loyalty and creating and sustaining a competitive advantage In fact, they are an important input for the company to provide perfect service and increase competitive advantage because:

- The most visible element of service, service delivery and significant determinant of service quality

- They represent the service company and from the customer's point of view, they are the companies

- Employees determine whether the brand promise is fulfilled

- They are extremely important in generating sales, cross-selling and increasing sales (Example of offering to buy more Pizza or drinks)

- Frontline employees have a heavy impact on the productivity of frontline operations

Furthermore, frontline workers hold a crucial role in anticipating customer needs, customizing service delivery, and building personalized relationships with customers

To be able to bring customers the best quality service experience, Pizza 4P's staff must be young, enthusiastic and dedicated to the job, must be the best and suitable incorporated, must undergo many months of training according to Japanese standards and will receive detailed customer service instructions Wishing to bring an "open and friendly environment", a potential environment for employees to develop to their fullest potential Not only colleagues, Pizza 4P's is also like members of a Big Family

4.7.2 The Frontline in Low-Contact Services

Frontline employees are extremely important to customers and to the company's competitive position However, there is a growing trend of virtually all types of services towards contactless distribution channels such as shift centers and self-service options However, these occasional service encounters are absolutely vital – they are “moments of truth” that help increase customer awareness of Pizza 4P’s service

As technology becomes relatively pervasive, the service provided by the frontline, whether face- to-face, calling or communicating via email or messenger, is important to the customer and therefore an integral part of the customer experience an important part of Pizza 4P's marketing strategy

Emotions arise when there is a discrepancy between the way frontline employees feel inside and the emotions the company asks them to present to customers Frontline workers are expected to be cheerful, mild-mannered, compassionate, guilty, or even spontaneously emotional that can be conveyed through facial expressions, tone of voice, and words

For Pizza 4P's, emotion is considered the most important factor and specifically here is the smile

In order to create smiles as well as create a comfortable and friendly atmosphere, Pizza 4P's has made constant efforts to encourage and motivate its staff These can be commendations in the process of work; is an incentive reward for employees who have really worked hard month by month, year by year These are the events to build team spirit… From here, Pizza 4P's can bring smiles to its staff, build a warm and close atmosphere of the “Great Family Pizza 4P's”, staff no longer consider customers as people who need to be served, but simply as family members, thereby gradually making customers who come to experience the service are no longer separated by the atmosphere The atmosphere is too quiet and too "staff - customers" but will be the laughter and joy they give each other during the meal One thing that makes the staff feel happier while working when Mr Yosuke - Pizza 4P's owner works with them restlessly This greatly contributes to improving the level of customer satisfaction but also their loyalty to Pizza 4P's

4.7.4 From the Cycle of Mediocrity to the Cycle of Success a Cycle of Mediocrity

Since its establishment, 4P has encountered many difficulties in the process of human resource ’s management - specifically in the process of integrating two separate cultures of Vietnam - Japan together Among those difficulties is the element of rigorous training that emphasizes rules

Figure 4.26: Cycle of Mediocrity Features

There have been too many regulations that make employees work under pressure created by the business itself, conflicts between individuals over work positions, we can see that Pizza 4P's has had difficulties since Pizza 4P's was established, specifically in the management of Vietnamese employees - The founders used to impose their way of working on Vietnamese employees

"Wanting them to do it right like this and that" so A lot of people quit their jobs Pizza 4P's has learned a lot from those failures This has a great influence on the psychology as well as the way employees work, leading to them not having an incentive for a cooperative relationship to get better service, which inadvertently makes customers Pizza 4P's customers feel unsatisfied by the staff's attitude and behavior But in return, the consistent and stable salary and benefits as well as the not too narrow scope of work design have partly made employees and customers patiently stay with Pizza 4P's b Cycle of Success

Any company wants to operate in the cycle of success Specifically in motivating and retaining service staff members who are engaged and available and able to provide excellent service

Good paymet Narrow designing jobs

No incentiveCustomer disatisfactionEmployee and customer stay because of lack of choice

 A long-term view of financial performance; companies that seek to prosper by investing in people

Theoretically, people are the decisive factor in the service delivery process because the service is inseparable from the provider Hence, a restaurant is known as much for its food as it is for the service provided by the staff Customer service training for employees has become a top priority for many organizations today, and here specifically Pizza 4P's According to the manager of Pizza 4P's restaurant, Mr Takuya Oku shared: "In restaurant business, people are an important factor That's why we train our employees on a daily basis and make sure all employees work in a professional manner by growing through investing in people to create a cycle of success

Moreover, Pizza 4P's also focuses on improving the recruitment of new employees with knowledge, capacity, experience and through annual staff training and retraining while expanding the scope of work more, organizing In-depth training and empowerment of frontline workers with attractive competitive compensation are used to encourage employee effort and contribution, creating satisfaction at their work, thereby providing better quality service and making customers happy and more loyal to Pizza 4P's

 Attractive pay and benefits attract better job applicants

In order to build human resources to meet strategic tasks and take advantage of opportunities, Pizza 4P's has proactively planned human resources at all levels through recruitment, training, development of policies and remuneration regimes, and promotion improve the spiritual and material life for all employees in order to create a healthy and professional working environment for employees, and attract high-quality human resources at home and abroad

In order to enhance the efficiency of human resource management, Pizza 4P's is building and perfecting the mechanism and policy of remuneration, evaluation and reward of employees, including: policy and salary system to ensure the integrity of employee competition in the labor market, the system of evaluation according to employee capacity

The welfare policies of Pizza 4P's are continuously improved, including basic benefits such as insurance, appropriate New Year holidays and annual leave, periodic salary increase In particular, the Company has a policy of rewarding and rewarding individuals and collectives with excellent achievements, technical innovations in production that bring business efficiency to the Company… In addition, Pizza 4P's also has other products policies that show the company's interest in employees such as networking and team-building activities

 More focused recruitment, intensive training, and higher wages make employees more likely to be happy at work and deliver higher quality, satisfying customer service

In order to optimize the application of knowledge, skills and experience of human resources that have been highly appreciated in aviation operations, actively contributing to the development of Pizza 4P's Training is an important policy to help improve the quality of human resources and is one of Pizza 4P's priority policies for employees, meeting the development needs of the Company and employees, specifically:

- Ensure stable jobs for employees and motivate employees to improve work performance and labor quality

- Career orientation & future career advancement opportunities of Pizza 4P's staffs also create employee peace of mind, trust, long-term commitment to work;

Evaluation & recommendation

Services Product strategy

Pizza 4P's service quality is a success, when it comes to providing customers with great experiences

Pizza 4P’s provides a variety of dishes: from pizza, pasta, salad to dessert with unique and new flavors and extremely high quality to bring satisfaction and delicious experience to customers Website, fanpage provide customers with all necessary information

Online table reservation system via website and phone is convenient and fast Customers can come close to the hour and still have a table available

Staff are knowledgeable and professional With a sincere, hospitable attitude, always observing, listening and enthusiastic and meticulous, thereby knowing the needs and desires of customers to serve in the best way

The restaurant is spacious and airy; Modern design, luxury, cozy The kitchen area is designed in an open space Customers can witness the chef's pizza making process

At Pizza 4P's, sometimes there is an uneven taste of dishes between restaurants

The service at each branch of Pizza 4P's, from time to time, will also have a slight difference because this is inherent to the service and difficult to improve

Re-control the recipe and how to store ingredients in each branch to limit the uneven taste.

Pricing strategy

Brands and products have been built with a certain image value, so customers are willing to pay at the set price

No form of points accumulation, promotions for consumers, long-term service customers or customer gratitude occasions (birthdays, holidays, ) have not been applied

Build a points system to increase purchase motivation and build a loyal customer base Create reward points for customers, encourage them to use the service

Implement incentives, discounts or use vouchers to show gratitude to customers who have used the service many times Offer forms of promotion on holidays, anniversaries, birthdays of customers.

Distribution strategy

-Sell products and services directly at their restaurant As a result, it is possible to easily receive direct customer reviews and feedback, and provide direct solutions to consumers

The restaurants are located in the big center, in the densely populated area, convenient for moving

Organize an online delivery model to help minimize social contact in the context of the pandemic Focus on fast delivery time, to ensure product quality and customer satisfaction

Few branches, small branches, lack of space leads to full table situation, unable to satisfy a large number of potential customers

Open more restaurant branches in big cities, scattered in areas where most of the target customers are concentrated In addition, it is possible to change the floor area, use locations with large area and capacity, to meet the needs of more customers.

Promotion strategy

Keeping up with the development of social networks, that is the dedicated work from the department in online channels: Website, Facebook, instagram… However, 4p's pizza did not focus on advertising in the beginning, but still attracted customers through word of mouth

The products are photographed, decorated very eye- tching, helping to attract customers ca effectively

Innovation from space, furniture, modern display to convenience and initiative for customers Simple, easy- -understand advertising content to

There are many campaigns and activities to protect the environment

Do not invest heavily in image promotion for dishes like advertising on TVC, Youtube

The advertisement doesn't have much of a message

No holiday promotions for loyal customers

It is necessary to have the message in the advertisement to easily remember in the mind of the consumer; Introducing the dish creates a message or a story about the dish that impresses customers

Discount for loyal customers on special birthday once a year

Focus more on video advertising through youtube and TVC

Service processes management

Process is one of the things Pizza 4P’s is doing best right now, because for them: “Being able to satisfy customers is the most effective way to promote”

Pizza 4P's has designed a strict, methodical but still neat, reasonable and most convenient operation process for customers Pizza 4P's has reduced cumbersome procedures to optimize the operation process, in order to help consumers having the best experience when using the service

Besides, building a professional operating process of Pizza 4P's has helped businesses save management costs, improve brand value, and build trust in the eyes of customers This is also one of the strong points of service that Pizza 4P's brings to customers

Besides serving product quality, but also focusing on formal space Staffs are well trained, can judge the psychology of customers to serve the most attentive

When you book accommodation on the website, you will definitely have a seat, and it will be reserved for 20-25 minutes, the parking space is easy to find, the security guard is friendly, the seat check is also professional

Toilets are usually clean, smell not bad, paper toilet is fully provided to serve the needs of customers before leaving to enjoy the most complete service and experience

During the eating process of customers, each customer's opinion will be different, the quality of the food is not uniform at some branches

Some places, when asked for some dishes, were sold out even though they were still going for an early order

Waiting for a long time will make customers feel uncomfortable and worried, sometimes the overload of customers in some branches is too crowded, and staff will not be able to control the order of each table and will forget the order of the customer or the wrong order

Collect customer opinions, periodically improve products to suit the general taste, manage and control all recipes and how to store ingredients in each branch to reduce unevenness in different locations dish

Improve the storage of goods and materials, maintain the number of products to easily provide the food that customers want

It is necessary to have a store manager who can cover all issues from preparation to customer service, to solving problems of subordinates if mistakes happen to customers.

Physical evidences management

4P's facilities are rated as one of the most luxurious and beautifully designed restaurants in both

Ho Chi Minh City and Hanoi, which is evidence from the comments or reviews on review websites like foody

Figure 5.31: Evidence from the comments or reviews on review websites

Figure 5.32: Evidence from the comments or reviews on review websites

Figure 5.33: Evidence from the comments or reviews on review websites

Figure 5.34: Evidence from the comments or reviews on review websites

Figure 5.35: Evidence from the comments or reviews on review websites

As seen above, on the rating scales of location, facilities, and 4P's space, customers are highly appreciated, all of them are above 8.0 and some are even rated 8.5 by customers 9.3/10 shows – that customers when coming to 4P's to use the service are very satisfied with the facilities here

Although 4P's is we -known and satisfied with the quality of food and facilities here, there are ll still some comments from customers to improve the service of this famous restaurant

 Having to make a reservation before coming to eat and waiting to have a seat due to crowds also reduces the interest of guests to eat

 There are one or two branches where the temperature is not suitable, using both fans and air conditioners makes noise

 There is a branch in a small alley but there is no guide, making it difficult for customers to find the location

In terms of facilities, 4P's restaurant needs to expand the space further and have a customer management system to make reservations accordingly so as not to lose customers when there is a crowded phenomenon, so the customers who come later have no seats Provide guests waiting to drink free water, have some snacks for them to sip, talk, relax until there is a table to eat

Assess the facility space for guests to evaluate after each meal to find out if the customer has nothing to improve Save each guest's information so that after improving, see if they evaluate it better for comparison and further improvement

The branches are located in a location that is not easy to find, so having an outside guide, showing interest will increase the likelihood that they will return next time even though the location is difficult to find.

People management

Figure 5.36: Employee Retention in The Past 2 Years

The focus on improving the quality of human resources has earned 4P's members' trust through building a spiritual environment That has made the employees at 4P's see each other as a family not only between employees and employees but also between employees and customers Thereby, making customers feel more comfortable and satisfied

However, there are still difficulties that the restaurant needs to find a way to solve, the fact that the restaurant's owner is a Japanese couple Yosuke and Sunny Masuko has a significant barrier to Vietnamese culture and investors

Yosuke and Masuko should spend more time learning about the habits and culture of Vietnamese people, trying to reconcile the two independent cultures of Vietnam and Japan, but still maintaining good qualities The best in the country of cherry blossoms in customer service through its human resources system

With Service Product Stratagies, Pizza 4P's up to now is still one of the successful restaurants because of the quality of products provided as well as the quality of attentive, dedicated, enthusiastic service, served with the criterion of bringing a smile and best satisfaction for customers

Services at Pizza 4P's are generally located at reasonable prices, suitable for target customers thanks to the combination of 3 pricing strategies The company uses a Cost-based pricing strategy to ensure profitability and focus on reducing production costs Using the strategy of Costumer- based pricing helps the company increase the value of the service it brings to consumers And Competitor-based pricing helps businesses consider taking appropriate measures against the price changes of competitors

The current distribution strategy of Pizza 4P's is targeting the right target market, which is consumers with a decent average income in the city centers Therefore, the company's restaurant branches attract a large number of customers Besides, Pizza 4P's strives to build an online distribution channel system, which plays an important role in transporting information to consumers, and also acts as a product distribution channel In addition, the combination with shipping and payment intermediaries makes the service experience of consumers faster and more convenient

The marketing strategy of 4P’s pizza was really successful At each tool, there are viral communication activities that are very attractive to consumers In addition, the marketing campaigns of Pizza 4P's are all aimed at the common goal of developing and affirming the brand through the quality of their products and dedicated services Not only that, the services Pizza 4P's brings to customers are based on the goal of environmental protection but still ensure the value of the product

In general, the process of Pizza 4P’s from the first years to now has been improving every day and is now almost complete Customer service steps from online to offline are perfect, from front stage to back stage, Pizza 4P’s has always brought the most enjoyable experience to customers Ensuring the participation in building their service brand image through the most authentic experiences, leaving many impressions in the hearts of customers, eassily getting customers’ satisfaction when it comes to the service process taking place here

In general, 4P has done extremely well in providing the most pleasant and comfortable 's environment and space for customers From the architectural design for each restaurant to the

76 smallest details such as the surrounding wall color, the decoration is both in line with the restaurant's characteristics and in harmony with Vietnamese culture to interacting with customers Friendly staff, easy to approach create extremely high satisfaction

From the failures in the past to the way to where it is today, 4P has tried very hard to gradually harmonize with the way of working with Vietnamese employees What makes the restaurant's staff happy is that the staff here treat each other like family, not only among employees but also with customers 4P's focuses on caring and being friendly to customers, so the working atmosphere here is built extremely comfortable, employees do not think they are working but they are at home When customers come, they feel like it is not a customer but a relative who has just returned and can serve them in a very comfortable and sincere way, not a customer-employee relationship

This topic lets us know the importance of Marketing - Mix 7P's strategy through the concepts, roles, functions and process of building and implementing a marketing mix strategy We can master the content and method of implementing strategies in Marketing - Mix 7P's which are product strategy, pricing, distribution, promotion, people, process and physical infrastructure of the company Pizza 4P's restaurant service belongs to Pizza 4P’s Joint Stock Company For a company that wants to develop its brand, understand the psychology and taste of customers, it is very important and necessary to use the Marketing - Mix strategy in its marketing activities It is very difficult to survive and develop in today's highly competitive market, which requires businesses to form many reasonable business strategies, unique marketing strategies and especially to capture the psychology and the strange and delicate taste of Vietnamese people

In the market of food service industry in Vietnam, there are many famous brands from domestic brands to international brands Each pizza chain has a different segmentation focus strategy The familiar pizza chains in Vietnam are now developed by large corporations, Pizza 4P's is still recognized as a favorite brand chosen by many consumers Positioned as a restaurant chain (fine- dining) rather than a fast food restaurant or pizza shop (Pizzeria) with Pizza at 4P's is a combination of Japanese and Italian tastes, featuring Thin base, thin filling and lots of cheese in Napoly style

It can also be thanks to the fact that Pizza 4P's offers consumers new services and experiences, good quality and a variety of dishes as well as unique designs that are a little different from restaurants Along with the marketing activities of Pizza 4P's, they are used and operated flexibly and intelligently when targeting customer needs and experiences to bring great revenue to the business Finally, based on the analysis and service experience to provide solutions and suggestions to help businesses improve and improve efficiency in the food industry in Vietnam

Philip Kotler Gary Armstrong (2012) – Principle of Marketing, 14 Edition th

Christopher Lovelock, Services Marketing, 7th Global Edit

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