INTRODUCTION
PIZZA HUT COMPANY
Pizza Hut was founded in 1958 as a world-renowned and beloved restaurant chain based in Texas, USA, under yum! Brands
In Vietnam, Pizza hut was present in 2007 by franchising with 100% foreign capital Invested by 2 companies: IFB Holding and Jardin Restaurant Group
Become the leading pizza restaurant chain in Vietnam
* For customers: bring perfect products and services
* For employees: create opportunities for employees to improve themselves
* For society: make positive contributions to the development of the community
In 2017, Pizza Hut was on the list of 200 most influential brands in the world, ranked 24th Every year, 4.2 billion pizzas are sold in the market, equivalent to 11.5 million orders per year day In Vietnam, Pizza Hut owns up to 90 restaurants in all 3 regions of North - Central - South.
PIZZA HUT SERVICE
Pizza Hut is known for its Italian products such as pizza, pasta, rice, soup, diffeent appetizers, drinks, desserts However, the Pizza Hut chain is best known for its wide range of delicious pizzas Another Pizza Hut companion is the Pizza Hut delivery service, which like Dominos, focuses on home pizza delivery
Figure 1.1: Some services at Pizza Hut
SITUATION, MARKET & COMPETITORS ANALYSIS
MARKET SITUATION
Table 2.1: Market Situation of Pizza Hut
- Vietnamese people prefer convenient food
- Stable political background creates a safe and friendly business environment
- Pizza Hut's products meet the quality standards at the
Food Safety Department of the Ministry of Health
- The shops in the city or in the shopping centers are in good locations
- Because Vietnamese culture is familiar with traditional foods such as rice and pho, health concerns are the main problem when consuming fast food
- The popularity of Pizza Hut has limitations
- The intersection of cultures is favorable to promote consumers to choose fast food
- An increase in living standards and living requirements
- The market of F&B industry is growing strongly in
- Competitive with many strong and potential competitors
- Customer needs and human resources are constantly changing
- Many customers are still afraid to go to restaurants because of the Covid-19 epidemic
- People are more concerned about health because Pizza is a high calorie food.
COMPETITORS ANALYSIS
Table 2.2: Pizza Hut Competitor analysis
Domino’s Pizza Pizza Inn Alfresco Pizza
Domino's is the world famous hand-tossed pizza hand-pulled from fine dough, using only
Domino's famous sauce is BBQ sauce With a variety of styles and flavors for topping, along with crust made from fresh flour
Inn's crust has a certain crispy, spongy texture that creates perfect harmony with the typical cheese flavor This is also a type of pizza that makes diners feel quite secure because of its healthy nutritional ingredients
The strength of Al Fresco's is pizza with rich flavors combined with many different toppings to give diners a rich experience of flavors
When it comes to fast food, people still think the first choice is fried chicken Pizza is quite a strange dish compared to the majority of people, especially the elderly In addition, some stores like Duc Phat, Kinh Do also sell small pizzas with only about 8,000 to 12,000 / 1 piece However, these pies are not as good as those of Pizza Hut, but have a complete price advantage over Pizza Hut
TARGET CUSTOMER ANALYSIS & POSITIONING STATEGY
TARGET CUSTOMER ANALYSIS
- Maintain and improve customer relations
Table 3.1: Segmentation of the Pizza Hut
Demographic Age Under 18 From 18 - 35 Upper 35
Household size Small and modern Small and modern Small and traditional
Income Low Middle-High Middle-High
Job Students, Part-time Staff… Officer, Full- time, Staff… Stable jobs
Geographic Concentrated in the big cities: Ho Chi Minh city, Hai Phong, Nha Trang, Ha Noi,
Physical Personality Express your stylish personality
Like fast food, like new things, like beautiful, modern space
Motivation Follow trends, imitate Pressure from social status Have a need of eating pizza
Behavioural Meeting, exchanging and chatting of young people
Want to enjoy new valuable products The parents want to join a meal that is relax and they would not be worried about childrens
The ideal place for family gatherings and exchanges
Pizza Hut targets people from 18-35 who want to enjoy a new feeling, Pizza Hut's pizzas are often highly creative and unique In addition, they want a spacious space and enjoy a relaxing meal, without having to worry about children and work
Young people are people who know how to enjoy and they always want to prove themselves, want to show their class, so Pizza Hut's customers are mostly young people
Pizza Hut is aiming at product positioning strategy with high quality but low price to meet customers' desire which is "Delicious but cheap" product In terms of brand positioning, Pizza Hut is following the model of a cozy American-style pizza restaurant, suitable for family and friends to enjoy
Below is a map of Pizza Hut's positioning with competitors
ANALYSE THE MARKETING MIX STRATEGIES (7PS)
PRODUCT
Serving Pizza and many other food, drinks
Table 4.1: Supplementary service of Pizza Hut
Parking service Customers will be given a parking ticket by a security guard and it is completely free
Music service At each store, music will be played so that customers can enjoy their food while enjoying the music
Cold space service Each floor is equipped with air conditioning to serve you
Service of sitting and waiting, packing cakes to take home
While waiting for customers, there is free water for self-service, and can ask staff to pack cakes to bring back when they can't eat all
Delivery service Wherever you are, using