Introduction
Objective of ours study
In recent years, pizza and burger chains have seen a steady increase in revenue, reflecting the growth of the fast food industry While these restaurant chains still trail behind fried chicken franchises in terms of scale, their growth rate is significantly higher.
In 2019, Pizza Hut generated VND 749 billion in revenue, while The Pizza Company reported over VND 617 billion, reflecting increases of 21.8% and 24% respectively compared to 2018 Despite being a newer entrant in the market, Pizza 4P's also made significant strides, achieving nearly VND 570 billion in revenue, marking a remarkable growth of 34%.
Pizza captivates customers in Vietnam, largely due to its wheat flour base, which resonates with the local palate, similar to traditional bread According to a report by Euromonitor three years ago, the Vietnamese pizza market was valued at 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
This article examines the challenges faced in executing Pizza 4P's marketing strategy, highlighting how the restaurant has established its brand and engaged with customers By analyzing the 7P marketing mix strategy, we aim to identify areas for improvement and provide actionable recommendations to enhance Pizza 4P's marketing efforts.
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
Masuko Yosuke, the founder of the Pizza 4P's chain, transitioned from a trading company and a management role at the renowned investment fund Cyber Agent to entrepreneurship In 2011, he launched the first Pizza 4P's store in Ho Chi Minh City with an initial investment of $100,000.
In May 2019, Pizza 4P's restaurant chain secured investment from Mekong Capital's fund, signifying a new phase after eight years of operation in Vietnam Prior to this, the chain had received funding from Seedcom, a startup investment fund led by prominent investors.
Mr Dinh Anh Huan, the former Co-Founder of Mobile World (MWG), has played a significant role in the business landscape Additionally, Pizza 4P's has secured investment from Chikaranomoto, the owner of the renowned Ippudo ramen restaurant chain in Japan, alongside support from Locotto.
In 2017, Pizza 4P's, which had just 7 locations, was valued at approximately 20 million USD By April 2020, the brand expanded to a total of 26 restaurants, solidifying its presence in the market.
20 stores (including vending carts) in Vietnam
Pizza 4P's not only operates as a restaurant but also manufactures its own cheese for retail and online sales, catering to 5-star hotels and restaurants Originally focused on mozzarella production, the factory has expanded its offerings to include eight different types of cheese, along with a variety of dairy products such as yogurt, cakes, and puddings.
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
4P's, which stands for "For Peace," embodies a philosophy of happiness and active living in harmony The brand's logo symbolizes its commitment to providing enriching experiences that leave guests with positive and exciting memories Through culinary delights that inspire joy and spread positive energy, 4P's ensures that every visitor departs with a sense of upliftment, no matter how small.
Pizza 4P's believes that delicious food is just the beginning; true satisfaction comes from dishes that are safe and healthy This commitment to quality is reflected in their "Farm to table" philosophy, which has become a core value of the restaurant By prioritizing fresh, locally sourced ingredients, Pizza 4P's earns the trust of diners, ensuring they enjoy meals that are not only tasty but also wholesome.
Market & Competitors Analysis
Market situation
With a population exceeding 100 million, Vietnam boasts a youthful demographic, with 60% of its citizens under the age of 35 The country's GDP has consistently grown at over 6%, and per capita income has steadily increased over the past decade, reaching $2,200 last year These factors make Vietnam a highly appealing market for fast food business groups.
In the past eight years, the Ministry of Industry and Trade has licensed nearly 150 foreign brands in Vietnam, with the restaurant sector dominating at over 43% This includes more than 40 fast-food brands, along with bakeries, coffee shops, beverage outlets, and hot pot restaurants Market research indicates that Vietnam's fast food industry continues to grow at double-digit rates, attracting both domestic and foreign investors eager to enter the market As competition intensifies, businesses must focus on location, human resources, and branding to capture market share effectively.
Intense competition in the restaurant industry has contributed to the recent closure of some establishments However, this is a typical aspect of business dynamics, as each brand adapts its strategies to maintain effective operations.
A recent survey reveals that 80% of respondents have utilized food delivery services, highlighting the significant demand in this market Additionally, advancements in technology are transforming consumer purchasing behaviors, with an increasing preference for online and mobile transactions, cashless payments, and the use of e-wallets.
Vietnam's fast food market is thriving, with longstanding foreign brands like Pizza Hut, KFC, and Lotteria alongside a growing number of domestic fast food chains The influx of new foreign investors further enriches this vibrant market, contributing to its increasing diversity and variety.
Vietnam, a developing country integrating with global trends, is increasingly embracing Western culinary influences Since its entry into the Vietnamese market in 2011, Pizza 4P's has played a significant role in shaping the local fast food scene, which was still emerging at the time With ongoing economic growth and a surge in the fast-food sector, particularly following the COVID-19 pandemic, Vietnam's culinary landscape continues to evolve rapidly.
Pizza 4P's, renowned for its bustling atmosphere and commitment to an exceptional dining experience, has adapted to the evolving landscape of food delivery services Although initially resistant to offering home delivery, the popular pizza restaurant chain recognized the necessity of change to meet customer demands in today's fast-paced environment.
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, and Hai Phong are popular destinations for individuals and families seeking to enjoy cozy dinners at restaurants This vibrant group includes students, professionals, and couples who appreciate the opportunity to connect with friends and business partners over a meal.
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 frequently introduces pizzas featuring innovative and unique flavors, appealing to a modern audience that embraces new experiences and enjoys life to the fullest.
Eating out has become a vital aspect of contemporary life, driven by the rising need for social interaction and gatherings In Vietnam, consumer spending on dining varies by location, reflecting diverse preferences Pizza 4P's caters to food enthusiasts seeking a cozy atmosphere to enjoy meals and escape the hustle and bustle of daily life, offering a delightful dining experience that emphasizes the joy of sharing good food.
The growing appreciation for cheese has significantly influenced the popularity of foreign dishes in Vietnam, particularly at Pizza 4P's, which offers eight distinct cheese varieties This culinary innovation has enabled businesses to effectively penetrate the Vietnamese market, appealing to local tastes The combination of simplicity and visual appeal in the dishes, along with high-quality cheese, resonates with consumers, enhancing their willingness to pay for these delightful offerings.
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
In today's socially connected world, curiosity about popular dining spots like Pizza 4P's grows as people observe their peers enjoying the unique offerings When hunger strikes, diners seek not just a meal but a comforting atmosphere, enhanced by soft music and a warm environment As Vietnam continues to develop, the desire for immersive dining experiences at places like Pizza 4P's reflects a shift from merely satisfying hunger to enjoying memorable moments.
Once a need or a problem has been recognized, customers are motivated to search for solutions to satisfy the need
Once customers recognize that Pizza 4P’s can fulfill their needs, they will seek information through social media, advertisements, and reviews from friends and relatives, as well as insights from renowned food bloggers, to compare it with various other pizza brands before making their decision.
When customers encounter multiple options, they must assess and compare various service offerings The ease or difficulty of evaluating a product prior to purchase depends on its attributes, which can be categorized into three distinct 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
Customers often find it challenging to identify what constitutes clean food, as they lack the expertise to assess the quality and healthiness of the food they consume.
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?
Expectations are shaped during the search and decision-making process and can vary based on specific situations They evolve over time and are influenced by factors controlled by suppliers, such as advertising, pricing, new technologies, and service innovations Additionally, social trends, advocacy from consumer organizations, and greater access to information via media and the internet play significant roles Expectations encompass various elements, including desired, adequate, and predicted service, as well as a zone of tolerance that exists between the desired and adequate service 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
The zone of tolerance refers to the range of acceptable service levels where customers feel neither frustrated nor overly delighted When service performance falls below this range, it leads to dissatisfaction and frustration Conversely, exceeding expectations can surprise and delight customers, enhancing their overall experience Essentially, the zone of tolerance represents the threshold within which customers typically do not scrutinize service performance closely.
Once consumers have assessed potential alternatives by comparing key attributes of competing services, evaluating the perceived risks associated with each option, and establishing their desired and expected service levels, they are prepared to choose their preferred option.
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
In the stage following the purchase decision, customers engage with the "core product" of the service, emphasizing the significance of managing touchpoints effectively, as illustrated by the "moments of truth" metaphor Additionally, the high/low contact service model provides insight into the nature and extent of these interactions During this phase, customers assess various factors, including the ambiance of Pizza 4P’s, the demeanor and actions of the staff, and the overall atmosphere created by other patrons.
A third concept, the service model, focus on the various types of interactions that together create the customer's service experience servuction system: –
The technical core of Pizza 4P's is the essential stage where inputs are processed and service products are created, though this process remains invisible to customers Any delays or mistakes in order fulfillment can significantly impact customer perception, leading to negative impressions of the brand.
• 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.
Analyzing the Marketing Mix (7Ps) Strategies
Services Product strategy
4.1.1 Characteristics of restaurant service at Pizza 4P's
Relative intangibility highlights that customers often do not receive tangible products from service activities; instead, they experience an overall impression, which can be positive or negative At Pizza 4P's, the dining experience encompasses various intangible factors that are not visible or perceptible before consumption, such as the aroma and flavor of the dishes, as well as the staff's service attitude It is only during the experience that customers can truly appreciate these elements.
At Pizza 4P's, the production of food services is inherently linked to customer participation, as they play a crucial role in shaping the service offered Unlike traditional models, service production occurs simultaneously with customer engagement, meaning that no service is created without their input This unique approach emphasizes the dual role of customers as both consumers and active contributors to the overall dining experience.
The success of food and beverage services, such as those offered by Pizza 4P's, heavily relies on the human factor To ensure high-quality service, it is essential for the company to focus on the careful selection, comprehensive training, strategic placement, and fair compensation of its employees.
Food service products, like those offered by Pizza 4P's, are characterized by perishability and non-storability, as they are produced and consumed simultaneously, making them prone to damage To address these challenges, Pizza 4P's management has implemented strategies to smooth demand, utilizing pricing tools and other methods to attract customers during specific future periods.
Quality control in service industries can be challenging, as customers often cannot assess the quality until they experience the service firsthand To enhance customer satisfaction, Pizza 4P's prioritizes investments in their facilities, ensuring a clean and aesthetically pleasing environment that fosters a comfortable atmosphere for diners.
The heterogeneity of service in the food industry stems from customers' desire for personalized experiences, making it challenging for restaurants to maintain consistent service standards Each customer's satisfaction is influenced by their unique perceptions and expectations, complicating the ability to meet diverse needs in various situations.
At Pizza 4P's, ownership of the food service remains non-transferable; customers do not acquire ownership of the service process but instead purchase the right to utilize it.
Food and beverage services, such as those at Pizza 4P's, experience notable seasonality, with customer traffic peaking in the evening hours During the day, fewer patrons visit the stores due to school and work commitments, resulting in a significant increase in customer volume during the evening.
Pizza 4P's operates as both a production facility and a service provider, meaning that its food service is stationary Customers must visit Pizza 4P's locations to enjoy their offerings.
At Pizza 4P's, customers expect a diverse array of beautifully presented dishes, reflecting their high standards for service quality.
Superficiality in employee attitudes and work styles significantly shapes customers' perceptions of service quality in a restaurant, ultimately impacting the establishment's overall business performance.
Pizza 4P's caters to a diverse clientele with varying needs and eating habits, necessitating skilled communication from employees to ensure customer satisfaction The restaurant offers a wide range of dishes and beverages, requiring staff to be knowledgeable about each menu item, including accompanying sauces, side dishes, and appropriate utensils for serving.
Restaurant services at Pizza 4P's provide dishes to meet the dining needs of diners and potential customers
At Pizza 4P's, the cakes leave a lasting impression on diners, as each one is made fresh on-site immediately after the order is placed From mixing and kneading the dough to adding the filling and baking in a brick oven, every cake is crafted with care When served, customers enjoy a cake that has just emerged from the oven, delivering the delightful aroma of freshly baked dough.
4P's pizza stands out in Vietnam by offering authentic, delicious pizza that prioritizes taste over excessive toppings What sets 4P's apart is its commitment to traditional Italian methods, with pizzas baked in a wood-fired terracotta oven in just 90 seconds Each pizza features a hand-kneaded base, achieving the perfect thickness and texture The result is a thin, soft, yet slightly chewy crust with delightful notes of flour and wood smoke, exemplifying the ideal characteristics of Italian pizza.
Pizza 4P's offers a harmonious and irresistibly delicious taste, expertly blending two distinct elements One side showcases a liberal and prosperous flavor profile, while the other emphasizes elegance and meticulousness This unique combination creates a standout pizza experience that the chefs at 4P's take great pride in.
Pricing strategy
A successful service hinges on a robust business model that ensures cost recovery and profitability through effective delivery and revenue strategies Pricing services can be complex, but Pizza 4P's effectively utilizes a blend of pricing methods and strategies to maximize revenue while aligning the value offered with customer spending.
Prices at Pizza 4P's are as follows:
Pizza 4P's targets customers with average to above-average income, reflected in their pricing strategy, which positions their products at a higher price point.
Table 4.2: Pricing strategy of Pizza 4P's and Competitors
Course Pizza 4P’s Al’s Fresco Pasta Paradise Pizza Buzza
Pizza 4P's faces the challenge of balancing product affordability with revenue optimization To establish reasonable pricing, the company evaluates three key factors that influence their pricing strategy.
- Value-based pricing (Customer-based pricing)
Every product incurs a specific cost for its creation, but measuring costs for services is more complex due to their intangible nature To simplify this process, Pizza 4P's employs an Activity-Based Costing (ABC) management system, which analyzes each step in the service delivery process and provides detailed cost statistics for every stage.
As the cost of outsourced services and imported products continues to rise, Pizza 4P's is committed to maintaining competitive pricing in the market To achieve this, the company focuses on reducing input costs, including production and transportation expenses By self-producing dairy ingredients like cheese and partnering with Thien Sinh farm for fresh fruits and vegetables, Pizza 4P's effectively lowers production costs while ensuring high-quality products and services.
4.2.2 Value-based pricing (Customer-based pricing)
Pizza 4P's aims to spread happiness and positive energy by aligning its pricing strategy with product value and customer perception, particularly targeting medium-high-end customers These customers seek not only delicious and safe products but also value-added services, making them willing to pay a premium for offerings they perceive as worthwhile.
Pizza 4P's offers more than just a meal; it enhances customer experience by effectively communicating its product values through exceptional service The pricing strategy of Pizza 4P's is closely aligned with customers' perceived value, ensuring that consumers feel they are receiving quality and satisfaction with each purchase.
Net Value = Perceived Benefit All Perceived Cost – Perceived Benefit of Pizza 4P’s
The values that Pizza 4P's bring to consumers:
Thien Sinh Farm, a partner of Pizza 4P's, is committed to environmentally friendly production processes that minimize negative impacts on the environment By utilizing ingredients grown naturally without pesticides or chemical fertilizers, the farm ensures the safety of its staff, local villagers, and consumers This sustainable approach not only protects the environment but also prioritizes the health and well-being of everyone involved in the production process.
Pizza 4P's specializes in handcrafted cheese production, ensuring delicious and safe cheese products made in-house rather than imported Their unique offerings include Burrata cheese, known for its creamy, buttery texture, and Mozzarella cheese, which boasts a milky flavor and soft consistency These artisanal cheeses not only provide exceptional taste but also deliver essential nutrients, making them a standout choice for cheese lovers.
- 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 exudes warmth and luxury while ensuring customer comfort Unique elements like the thoughtfully designed waiting area and dining tables offering a view of the kitchen enhance the overall dining experience, creating an engaging atmosphere for patrons.
In competitive markets offering similar products or services, consumers often opt for the cheapest option when they perceive no significant difference in value Price competition intensifies under these circumstances, compelling businesses to differentiate their offerings to attract customers.
- 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
Pizza 4P's offers products at a higher price point compared to its competitors, as indicated in Table 2 This pricing strategy reflects the enhanced perceived value that customers associate with Pizza 4P's products and services By focusing on quality, Pizza 4P's demonstrates a commitment to delivering superior value to its customers Nevertheless, it is essential for Pizza 4P's to continuously gather information on competitor pricing to effectively compare its strategy and implement necessary adjustments.
Distribution strategy
To effectively reach consumers, companies must tailor their distribution methods to align with customer preferences and the unique characteristics of their products or services This strategic approach ensures that consumers can easily access and utilize the offerings, ultimately enhancing the overall consumption experience.
At Pizza 4P's, it's essential to prioritize not just product delivery but also the enhancement of customer experience through exceptional services, performance, and solutions Recognizing that services are intangible and cannot be stored, the company must focus on three key flows in the product delivery cycle to ensure customer satisfaction and loyalty.
- 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
To effectively implement a distribution strategy for services involving processing, installation, or delivery, it is essential to establish robust delivery networks, websites, and local branches that facilitate the provision of products and services to consumers.
Pizza 4P's business model necessitates customer presence throughout the service delivery, making the selection of a convenient location crucial This decision hinges on factors such as the proximity to potential customers' homes and workplaces, as well as traffic conditions.
Pizza 4P's is currently using direct distribution channels in some major cities via online and offline channels a Offline distribution
Pizza 4P's operates over 25 locations across five major cities in Vietnam, including Nha Trang, Ho Chi Minh City, Hai Phong, Hanoi, and Da Nang These cities are characterized by high population density, significant urbanization, and elevated average income levels.
Offline retail encompasses various formats such as department stores, vending carts, and specialty shops This distribution method allows customers to physically visit locations, where they can engage with the shopping environment and enjoy additional services beyond the products offered.
How Pizza 4P's provides service in a Brick-and-Motar context:
Pizza 4P's is expanding its geographical reach by opening multiple stores across major cities, particularly in Ho Chi Minh City Additionally, the introduction of mobile vending carts allows the brand to cater to customer needs while occupying minimal space.
Pizza 4P's restaurants are strategically situated in commercial centers, offering a variety of multipurpose facilities, including dining options, retail shops, and banking services, which enhance convenience for customers during their service decisions Additionally, the brand leverages online distribution channels to further streamline customer access and improve service efficiency.
Website: https://online.pizza 4P’s com/?view=vn
Pizza 4P's Online Store is an innovative business model dedicated to delivering high-quality food while ensuring an authentic shopping experience for customers.
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 innovative model is designed to cater to customers who are unable to visit in person, whether due to distance or a desire to minimize social interaction Additionally, the development of Pizza 4P's online platform enhances accessibility, allowing customers to conveniently explore and enjoy their products and services from the comfort of their homes.
- 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
Pizza 4P's brand development strategy includes enhancing online sales and delivery services through a partnership with AhaMove This collaboration has successfully handled a high volume of orders while maintaining product quality and fostering a customer-centric service attitude among drivers, embodying Pizza 4P's motto: "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
To enhance the speed and convenience of the payment process for customers, Pizza 4P's has partnered with the payment intermediary, Momo This collaboration allows consumers to seamlessly integrate various restaurant offers with their e-wallets when using Momo.
- 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 prioritize in-store quality management to uphold a positive brand image The company emphasizes stringent control measures to ensure uniform quality, food safety, and hygiene across all products Additionally, Pizza 4P's utilizes advanced, complex processes in the creation of its offerings, reinforcing its commitment to excellence in both products and services.
Pizza 4P's has carefully selected intermediaries for product distribution, allowing for better control over its brand image and value, although this approach incurs higher service costs.
Pizza 4P's adopts a cautious approach to distribution, with over 25 locations established in a decade, focusing on careful selection criteria Their distribution goals emphasize delivering safe, high-quality products and spiritual value to middle-income consumers, leading to restaurant placements in high-income urban centers to enhance brand image Market characteristics are analyzed to determine the appropriate scale of distribution in target areas, while the unique service-oriented nature of their products necessitates a slow, deliberate branch expansion to maintain quality Influenced by Japanese management practices, Pizza 4P's prioritizes detail and rigorous selection in its distribution strategy, ensuring consistent quality across locations backed by a stable financial foundation Additionally, the company aims for market dominance through effective competition, conducting thorough market research and partner evaluations before expanding or collaborating with intermediaries.
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
Pizza 4P's Core Values embody a unified spirit that guides the working style of its members, who represent the brand in their daily tasks Central to this ethos is "Omotenashi," a Japanese principle of heartfelt hospitality that emphasizes genuine care and attentive service over mere task completion This commitment to "bringing wow, sharing happiness" is evident in the meticulous attention to detail, such as the precise way staff sprinkle toppings and cheese to ensure each slice of cake is fully adorned As Sanae expresses, "We want to share happiness, so the cake has to be divided so that each piece has all the flavors of happiness."
Pizza 4P's is dedicated to creating enriching experiences for every customer, embodying the philosophy of "Bringing the World to Smile for Peace." Their pizzas are designed to evoke smiles, serving as catalysts for lasting happiness and inner peace Each visit offers a culinary journey that promotes relaxation and positive energy, ensuring that diners leave with uplifting feelings Committed to quality, Pizza 4P's produces its own cheese to ensure freshness, affordability, and safety The brand aspires to foster compassion and happiness, envisioning a world where individuals respect one another and cherish the earth and their 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 employs an effective marketing strategy that highlights its unique dishes and distinctive dining spaces, captivating customers who eagerly share their experiences on social media and through word of mouth This approach has garnered significant attention online, with numerous experience videos posted on YouTube attracting a substantial number of views Targeting a youthful audience that seeks new experiences, Pizza 4P's leverages curiosity by utilizing popular YouTube channels with large young subscriber bases, making it a highly effective method of communication.
Pizza 4P's effectively utilizes its website and Facebook to keep customers informed about new collections and special events By regularly updating relevant information, the brand enhances customer engagement and promotes seasonal dishes Additionally, the launch of new dishes is accompanied by experience videos that garner significant views, contributing to a successful opening sale These engaging product experience videos are also shared on YouTube, attracting a large audience and boosting customer curiosity and interest.
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"
On March 4, Pizza 4P's introduced a unique pizza featuring vermicelli and shrimp paste, sparking curiosity among diners about its fusion of Vietnamese and Italian flavors Priced at 140,000 VND, this new dish is offered in a standard size without options for a thin or thick crust, distinguishing it from other pizzas on the menu For updates on new dishes, follow Pizza 4P's on Facebook, Instagram, and their official website.
Pizza 4P's effectively leverages curiosity by releasing intriguing images of their pizzas, such as the 1-0-2, which significantly boosts customer interest The initial image of this dish has achieved impressive engagement, with 9.5 likes, 22,000 comments, and 2,900 shares Since its inception, Pizza 4P's has successfully utilized social media as a primary communication tool to connect with customers Additionally, the controversial images of pizza featuring vermicelli and shrimp paste have sparked extensive discussions and increased organic traffic.
Experience videos showcasing Pizza 4P's have garnered significant views, contributing to a remarkable communication impact This buzz played a crucial role during the product launch, leading to a record-breaking "sold out" status Numerous experience videos are available on YouTube, attracting a substantial audience and engagement.
Organize a baking class for children on the occasion of 1/6
In celebration of Children's Day on June 1, Pizza 4P's hosted a week-long pizza-making class for children and staff families, offering a fun and educational experience This engaging activity allows kids to learn about the cooking process, unleash their creativity, and enjoy quality time with friends Pizza 4P's emphasizes the "Edutainment" model as a core concept, making this class a unique offering Additionally, the pizza-making class is available for parties and birthdays at all Pizza 4P's locations throughout the week.
March 31 Pizza 4P'S entered the 'Essence of Asia' category of ASIA's 50 Best Restaurants 2021
Pizza 4P'S has been recognized as one of four Vietnamese restaurants in the 'Essence of Asia' category, which celebrates the positive contributions and sustainable practices of Asian culinary establishments The award is based on strict criteria that assess food quality and environmental protection efforts With a commitment to using green and clean homemade products, Pizza 4P'S has demonstrated its dedication to sustainability and excellence in the culinary arts after nearly a decade of operation and the establishment of nearly 20 branches across Vietnam.
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
"Businesses are increasingly recognizing their roles and responsibilities in addressing the serious consequences of climate change, contributing to a collective effort to 'Make the world smile for Peace'."
Pizza 4P's is more than just a restaurant; it also produces and sells cheese, yogurt, and pudding to convenience stores and supermarkets The glass jars used for yogurt and pudding can be reused after proper cleaning and sterilization To encourage sustainability, customers can return these glass jars at Pizza 4P's locations and receive small gifts like cottage cheese, yogurt, or pudding as a token of appreciation.
The campaign encourages customers to return yogurt and pudding jars, promoting both sustainability and potential restaurant visits, ultimately boosting sales Over the past four months, 4P's recycling program has successfully collected over 2,235 jars, thanks to generous donations This initiative aligns with Pizza 4P's mission to "Make the world smile for Peace" while delivering meaningful value to society.
Campaign to celebrate International Day of Peace September 21, 2020
On September 21, in celebration of the International Day of Peace, Pizza 4P's partnered with Ki Saigon to create the "Pizza Peace," featuring ingredients from countries in conflict This initiative symbolizes the possibility of uniting diverse flavors on a pizza, reflecting the broader hope for global harmony.
In a recent project reported by Campaign Brief Asia, chefs Shotaro Hirukawa and Natsumi Kobayashi collaborated with Ki Saigon to create three unique "Peaceful Pizzas" that address global conflicts, including those between Israel and Palestine, India and Pakistan, and the US and China Each pizza box features 27 handcrafted flowers that symbolize peace, incorporating the colors of the flags from the conflicting nations This initiative culminated in the display of 250 artistically designed boxes, titled “Garden of Peace,” at a Pizza 4P location, with all proceeds benefiting the United Nations Peace Building Fund.
Together with Mekong Capital and Nhat Tin Logistics in providing meals for the team of doctors and staff
In July 2020, Pizza 4P's collaborated with Mekong Capital and Nhat Tin Logistics to provide over 500 meals for medical teams at Danang Hospital and Da Nang Orthopedic Hospital, supporting doctors and nurses in their fight against the COVID-19 pandemic Additionally, Pizza 4P's delivered a variety of meals, including pizza, pasta, salads, and desserts, to more than 680 healthcare professionals at Ho Chi Minh City Hospital for Tropical Diseases.
Service processes management
4.5.1 Service processes a Act 1: Prologue and Introductory Scenes
Pizza 4P’s offers an online table booking service that guarantees customers a reserved spot for dining The booking process takes approximately 15 minutes, after which a staff member will call to confirm the reservation with a polite and concise voice Upon arrival, customers can park their cars, check in at the reception counter to confirm their table number and reservation time, and receive assistance from staff to their reserved table.
+ 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
With a high volume of customers and an abundance of motorbikes, diners often face the challenge of finding parking, forcing them to leave their vehicles further away from their dining destinations.
+ 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
During the key stage of service delivery, customers engage with the main product they have ordered, which can be divided into three essential parts First, staff members present themselves neatly and courteously offer the menu, introducing the dishes while accurately noting customer orders This step is crucial, as any failure to fulfill orders can lead to a negative impression of the service Following this, customers may order drinks, and staff should attentively serve them, ensuring to refill filtered water as needed.
In a busy dining environment, the estimated wait time for a customer's meal may surpass that of subsequent patrons due to high guest volume When the number of guests increases, insufficient table availability can lead to delays for incoming customers, resulting in longer wait times.
+ 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
Customers can savor pizza and various dishes in a tranquil setting accompanied by soothing music Once the meal is completed, it's time to settle the bill, during which customers often consider several key factors that shape their overall experience.
- 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 necessitate moderate customer engagement, where customer inputs are essential for the creation and delivery of customized services This engagement includes providing information, personal efforts, or physical assets, which are crucial for achieving satisfactory results Standard service customization, provisioning, and customer requests rely on these inputs, such as documents and information, to ensure effective service delivery.
Customers have the option to customize their dishes by adding or removing ingredients, such as requesting extra cheese or omitting tomatoes and onions This interactive process allows customers to actively participate in the creation of their pizza, enhancing their dining experience.
Customers can easily request services like adjusting the air conditioner to achieve their preferred temperature Additionally, they can ask staff to remind other patrons to maintain a quieter atmosphere, ensuring a comfortable experience for everyone in the shop.
Physical evidences management
Identifies the main dimensions in a service environment and views them holistically
Internal customer and employee responses can be classified into cognitive, emotional, and psychological categories, all of which influence observable behaviors in their environment The effectiveness of design hinges on the seamless integration of these individual dimensions with one another.
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
“distressed” region 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
Experience a unique blend of flavors that are anything but strange, complemented by a variety of side dishes that enhance the overall taste Dining with friends creates a comfortable atmosphere, making the meal even more enjoyable Although there are many delicious dishes yet to try, I look forward to returning with more friends, eager to indulge in both familiar favorites and new culinary delights Additionally, the social interaction between customers and employees adds to the overall dining experience, making each visit memorable.
The staff consistently greets customers with friendly smiles and provides reminders about reservation times, typically ranging from 20 to 25 minutes They also assist in organizing special events such as birthdays and anniversaries, and offer enthusiastic advice on selecting dishes to enhance the dining experience.
The baker always smiles to answer customers even though he is busy Employees are available immediately when customers have problems
Customers at 4P's develop confidence in the unique quality of dishes crafted with distinctive ingredients not found in other pizzerias Trust in the skilled chefs, who meticulously create each dish to satisfy even the most discerning palates, further enhances their dining experience The combination of exceptional facilities and friendly staff fosters a welcoming atmosphere, making 4P's the preferred choice for patrons seeking a memorable meal.
- Feeling: Customers feel comfortable with the surrounding environment because the space at 4P's is always designed to be spacious and airy
Watching food being prepared right before your eyes creates an exciting atmosphere that heightens your appetite, especially when anticipating a hot pizza fresh out of the oven The shared experience of waiting alongside fellow diners not only intensifies the anticipation but also enhances the overall enjoyment of the meal.
At 4P's, the warm and friendly staff create a welcoming atmosphere that alleviates the common anxieties of dining in a luxury restaurant Their attentive guidance and continuous interaction ensure that customers feel comfortable and valued, allowing them to enjoy their experience without fear of judgment.
=> 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
Despite its central location, which is often bustling with activity, each branch's unique design offers a tranquil escape from the surrounding noise and urban chaos This thoughtful layout creates a personal atmosphere that allows diners to relax in a soothing environment, providing a satisfying retreat 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
Pizza 4P's restaurant features a natural wood design complemented by light brown and light yellow tones, creating a friendly and bright atmosphere that adds a touch of romance for customers.
The restaurant features an open-space layout that enhances the perception of size, utilizing tall wooden grid partitions to effectively divide the area while maintaining an airy atmosphere This design choice eliminates the need for excessive private rooms and walls, ensuring a spacious and inviting environment.
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 pizza restaurant features a spacious and open kitchen design, allowing customers to sit at the bar and observe the chef expertly crafting pizzas This layout not only enhances the dining experience but also creates a unique atmosphere, providing patrons with a sense of openness and airiness while enjoying their meal.
Experience high-class luxury with our premium sofa sets, expertly crafted from a combination of durable iron and natural wood materials These exquisite designs ensure comfort and satisfaction, making every penny spent worthwhile.
Figure 4.17: Pizza 4P's Layout and Interior
Figure 4.18: Pizza 4P's Layout and Interior c Signs, Symbols, and Artifacts
The restaurant features a harmonious design with gray walls in the dining area and indigo accents at the bar, reflecting popular color choices in Vietnamese and Japanese cultures This unique combination creates a welcoming atmosphere, blending a sense of intimacy with the essence of a Western pizza restaurant.
Figure 4.19: Signs, Symbols, and Artifacts
Pizza 4P's restaurant is expertly designed to maximize natural light, resulting in a bright and inviting atmosphere that reflects its contemporary vision This abundance of light not only enhances the overall ambiance but also creates a sense of spaciousness, elevating the dining experience and generating excitement for customers.
Figure 4.20: Signs, Symbols, and Artifacts
Pizza 4P's signboard, featuring its name and logo, embodies the restaurant's commitment to delivering enriching experiences that instill excitement and positivity in every guest The aim is for customers to leave feeling uplifted and motivated With a focus on simplicity, the restaurant's name fosters a sense of familiarity, while the 4P's logo, illuminated by warm yellow lights, enhances the inviting atmosphere within the establishment.
Figure 4.21: Signs, Symbols, and Artifacts
Figure 4.22: Signs, Symbols, and Artifacts 4.6.5 Put it together
Pizza4P's offers more than just pizza; it provides a unique cultural dining experience where guests can savor delicious food in a serene atmosphere while witnessing skilled pizza artisans at work The restaurant's design embodies a holistic approach, creating an inviting space that enhances the overall enjoyment of the meal.
Contemporary design is extremely attractive and impressive to customers b Design from a customer's perspective - Design from a customer's perspective
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 offers a diverse menu featuring high-quality dishes, including pizza, pasta, salads, and desserts, all crafted with unique and innovative flavors to ensure a delightful dining experience Customers can easily access all essential information through the website and fan page.
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
Our staff is highly knowledgeable and professional, demonstrating a sincere and hospitable attitude They are attentive listeners who are enthusiastic and meticulous, allowing them to understand and meet the needs and desires of our customers effectively.
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
♦ Recommendation 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
Expanding restaurant branches in major cities is essential, focusing on areas with high concentrations of target customers Additionally, optimizing floor space and utilizing larger locations will accommodate more patrons and enhance overall customer experience.
Promotion strategy
In the ever-evolving landscape of social media, the online channels managed by the department, including the website, Facebook, and Instagram, play a crucial role Initially, 4P's Pizza did not prioritize advertising; instead, it successfully drew customers through positive word-of-mouth referrals.
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
To effectively capture consumer attention, advertisements must convey memorable messages By introducing a dish with a compelling narrative or story, brands can create a lasting impression that resonates with 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 implemented a streamlined and efficient operation process that prioritizes customer convenience By minimizing unnecessary procedures, they enhance the overall service experience, ensuring that consumers enjoy a seamless interaction with their offerings.
Establishing a professional operational process at Pizza 4P's has enabled the business to reduce management costs, enhance brand value, and foster customer trust, which are key strengths of the service offered by Pizza 4P's.
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 reserve accommodation through our website, your seat will be guaranteed and held for 20-25 minutes You'll find ample parking available, and our friendly security staff ensures a welcoming atmosphere Additionally, our professional seat check process enhances your overall experience.
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
Long wait times can lead to customer discomfort and anxiety In some branches, high customer volume can create overcrowding, making it challenging for staff to manage orders effectively This often results in forgotten or incorrect orders, further diminishing the customer experience.
Gathering customer feedback is essential for continually enhancing products to align with consumer preferences Implementing consistent management and control of recipes, along with standardized ingredient storage practices across all branches, helps minimize discrepancies in dish quality and ensures a uniform dining experience.
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
Customers have expressed high satisfaction with 4P's, as evidenced by their ratings for location, facilities, and overall experience, all exceeding 8.0, with some scores reaching 8.5 The impressive average rating of 9.3/10 indicates that patrons are very pleased with the services and amenities offered at 4P's.
Despite the popularity and high-quality food and facilities at 4P's, customer feedback indicates that there is still room for improvement in the restaurant's service.
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
To enhance customer experience, 4P's restaurant should consider expanding its space and implementing a customer management system for reservations This will help prevent the loss of patrons during peak times when seating is limited Additionally, offering complimentary water and light snacks to guests waiting for a table can create a more welcoming atmosphere, allowing them to relax and enjoy their time until their dining experience begins.
Evaluate guest facility spaces after each meal to determine areas for improvement Collect and store guest feedback to assess changes over time, allowing for comparisons that drive continuous enhancements in service quality.
The branches are situated in a hard-to-find location, making an external guide essential for enhancing visitor interest By providing guidance, the chances of customers returning in the future increase, despite the challenges of locating the site.
People management
Figure 5.36: Employee Retention in The Past 2 Years
4P's commitment to enhancing the quality of its human resources has fostered a trusting and supportive environment, allowing employees to view one another as family This strong sense of community extends beyond staff interactions to include relationships with customers, resulting in increased comfort and satisfaction for all patrons.
The restaurant faces challenges that must be addressed, particularly due to the cultural barriers encountered by its owners, Yosuke and Sunny Masuko, who are a Japanese couple This cultural divide presents obstacles in connecting with Vietnamese investors and the local community.
Yosuke and Masuko should dedicate more time to understanding the habits and culture of the Vietnamese people, aiming to harmonize the distinct cultures of Vietnam and Japan while preserving their unique strengths By integrating the exceptional customer service practices from Japan, renowned for its human resources system, they can foster a mutually beneficial relationship that enhances both cultures.
Pizza 4P's remains a successful restaurant due to its exceptional product quality and dedicated service The establishment prioritizes customer satisfaction, ensuring that each dining experience is marked by attentive and enthusiastic service, all aimed at bringing smiles to its patrons.
Pizza 4P's offers services at competitive prices tailored to its target customers by implementing three effective pricing strategies The cost-based pricing strategy ensures profitability while minimizing production costs Additionally, the customer-based pricing approach enhances the perceived value of services for consumers Lastly, the competitor-based pricing strategy allows the company to respond effectively to market price fluctuations.
Pizza 4P's distribution strategy effectively targets urban consumers with a decent average income, resulting in high customer traffic at its restaurant branches The company is also developing a robust online distribution channel, which not only facilitates communication with consumers but also serves as a key product delivery method By partnering with shipping and payment intermediaries, Pizza 4P's enhances the convenience and speed of its service, improving the overall customer experience.
Pizza 4P's marketing strategy effectively utilizes the 4P's framework, featuring engaging viral communication activities that captivate consumers Their marketing campaigns are strategically designed to enhance brand development and recognition through high-quality products and exceptional service Additionally, Pizza 4P's commitment to environmental protection is integrated into their customer services, ensuring that product value remains uncompromised.
Pizza 4P’s has continually enhanced its service process over the years, achieving near perfection in both online and offline customer interactions From the front stage to the back stage, the brand prioritizes delivering an enjoyable experience, ensuring that customers engage with their service brand image through authentic encounters This commitment leaves a lasting impression and fosters high levels of customer satisfaction throughout the service journey.
4P's excels in creating a welcoming and comfortable environment for its customers, with thoughtful architectural designs and carefully chosen decor that reflects both the restaurant's identity and Vietnamese culture The attention to detail, from wall colors to furnishings, enhances the overall dining experience Additionally, the friendly and approachable staff contribute significantly to customer satisfaction, ensuring a pleasant visit for all.
4P has evolved significantly by aligning its working culture with Vietnamese values, fostering a family-like atmosphere among staff and customers alike The restaurant prioritizes care and friendliness, creating a comfortable environment where employees feel at home rather than at work This approach allows staff to serve customers as if they were relatives, nurturing genuine and sincere interactions that transcend the typical customer-employee relationship.
The Marketing-Mix 7P's strategy is essential for businesses, encompassing product, pricing, distribution, promotion, people, process, and physical infrastructure For Pizza 4P's Joint Stock Company, understanding customer psychology and preferences is crucial for brand development In today's competitive market, companies must adopt effective and unique marketing strategies to thrive, especially by addressing the distinct tastes and cultural nuances of Vietnamese consumers.
The Vietnamese food service industry boasts a diverse array of both domestic and international pizza brands, each employing unique segmentation strategies Among the well-known chains, Pizza 4P's stands out as a beloved choice among consumers Unlike traditional fast food outlets or pizzerias, Pizza 4P's positions itself as a fine dining restaurant, offering a unique blend of Japanese and Italian flavors Their signature pizzas feature a thin base, generous cheese, and a rich filling, crafted in the style of Neapolitan cuisine.
Pizza 4P's stands out in the competitive food industry by offering innovative services, high-quality dishes, and unique restaurant designs that enhance customer experiences Their flexible and intelligent marketing strategies effectively target customer needs, driving significant revenue growth Additionally, by analyzing service experiences, Pizza 4P's provides valuable solutions and suggestions to help improve efficiency for businesses in Vietnam's food sector.
Philip Kotler Gary Armstrong (2012) – Principle of Marketing, 14 Edition th Christopher Lovelock, Services Marketing , 7th Global Edit
Pizza Hut website, Extracted from: https://pizzahut.vn Domino Pizza website, Extracted from: https://dominos.vn/vn#address Pizza 4P’s website, Extracted from: https://pizza4ps.com/
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Buzza Pizza Review - Nguyen Thi Thap, Extracted from foody.vn: https://www.foody.vn/ho-chi- minh/buzza-pizza-nguyen-thi-thap/binh-luan
Tuyet Pham (2018), Buzza Pizza Menu Review, price, promotion hot delicious Italian pizza in –
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Buzza Pizza Italian taste in the heart of Saigon, – (2014), Extracted from kenh14.vn: https://kenh14.vn/doi-song/buzza-pizza-huong-vi-y-giua-long-sai-gon-20140930014343701.chn
(2015), PIZZA HUT WITH MIGHT MARKETING STRATEGY, Extracted from kinhdoanhnhahang.vn: https://kinhdoanhnhahang.vn/pizza-hut-voi-chien-luoc-marketing-hon- hop/
(No date) , Marketing Mix 7P and success story of Pizza Hut, Extracted from tmsol.vn: https://tmsol.vn/marketing- mix -7p/#Promotion_Quang_ba
Hitesh Bhasin (2020), Marketing mix of Domino’s Pizza, Extracted from marketing91.com: https://www.marketing91.com/marketing- mix -dominos/
Bùi Hương Thu (2018) highlights the unique experience of visiting Pizza 4P's, where guests can savor a delightful fusion of Japanese-style and Italian-style pizza This innovative restaurant offers a creative twist on traditional pizza, making it a must-visit destination for food enthusiasts seeking a distinctive culinary adventure For more insights, visit bloganchoi.com.
In 2021, Pizza 4P's restaurant design was recognized as one of the top 50 in the world, showcasing innovative architecture and aesthetic appeal This accolade highlights the restaurant's commitment to creating a unique dining experience that blends style with functionality For more insights into this remarkable design, visit noithatkendesign.vn.
Thành Trung (2020), From the customer's perspective to Pizza 4P's, Starbucks…to experience the store's cultural space: Is the post-Covid-19 online transformation a situation or a necessity?,