marketing service create a plan for the marketing service of pizza hut

THE FINANCIAL

THE FINANCIAL MARKETING UNIVERSITY

-úûúû -

FINAL REPORT MARKETING SERVICE

CREATE A PLAN FOR THE MARKETING SERVICE OF PIZZA HUT

Teacher: Mrs Nguyen Thi Minh Ngoc

Class: CLC_20DMA07

Class code: 2121702052707

Student’s name:

Trần H ng Hồạnh - 2021008437 Trần Th Xuân Mai - 2021008473 ịLê Th Thúy Nga - 2021008485 ịVõ Kim Ngân - 2021008489

Nguyễn Hoàng Y Minh Ng c - 2021008496 ọ

Thành ph H ố ồ Chí Minh, năm 2022

i

MEMBER’S GROUP

1 Trần Hồng Hạnh 2021008437 100% 2 Trần Th Xuân Mai ị2021008473 100% 3 Lê Th Thúy Nga ị2021008485 100% 4 Võ Kim Ngân 2021008489 100% 5 Nguyễn Hoàng Y Minh Ng c ọ2021008496 100%

INSTRUCTOR’S COMMENT

PROJECT SCORING RESULTS

ii

PLEDGE

The authors commit that the topic "CREATE A PLAN FOR THE

MARKETING SERVICE OF PIZZA HUT" is done based on the efforts and enthusiasm of each member The data and research results in this report are true and is not intended to be reproduced or used by any similar research subject If detected the duplication of research results of other topics, the author team will be fully responsible All the information cited in the report has been clearly traced and published

HCM, 2022

iii

ACKNOWLEDGMENT

After studying and doing research to complete this thesis, we would like to express our ratitude to Mrs.Nguyen Thi Minh Ngoc She dedicatedly instructs, guided, and helped us throughout the teaching process so that we have the knowledge and complete this research The knowledge that we have learned from you is the expensive lessons and he foundation for us in the future Moreover, the research helps us to get real experience when standing from the perspective of being a business to apply the knowledge learned in school into practice Once again, we would like to thank you very much Due to the limited knowledge and time, the research still has many short comings We look forward to your comments to improve the research further

1.1 PIZZA HUT COMPANY 1

1.2 PIZZA HUT SERVICE 1

SECTION 2: SITUATION, MARKET & COMPETITORS ANALYSIS 2

2.1 MARKET SITUATION 2

2.2 COMPETITORS ANALYSIS 2

2.2.1 Direct Competitors 2

2.2.2 Indirect competitors 3

SECTION 3: TARGET CUSTOMER ANALYSIS & POSITIONING STATEGY 4

3.1 TARGET CUSTOMER ANALYSIS 4

3.1.1 Marketing Objectives - Expand market share 4

4.5 SERVICE PROCESSES MANAGEMENT 16

4.5.1 Service processes management 16

vi

LIST OF TABLES

Table 2.1: Market Situation of Pizza Hut 2

Table 2.2: Pizza Hut Competitor analysis 3

Table 3.1: Segmentation of the Pizza Hut 4

Table 4.1: Supplementary service of Pizza Hut 6

Table 4.2: Price list of Pizza and drinks 9

Table 4.3: Combo price list 10

Table 4.4: Distribution services of Pizza Hut 10

vii

LIST OF FIGURES

Figure 1.1: Some services at Pizza Hut 1

Figure 3.1: Positioning Map 5

Figure 4.1: Payment with Momo 7

Figure 4.2: Consultation at Pizza Hut 8

Figure 4.3: Paper Box Packaging 8

Figure 4.4: Pizza Hut at Grabfood app 11

Figure 4.5: Pizza Hut Vietnam's official Youtube channel 13

Figure 4.6: Official fanpage of Pizza Hut Vietnam 14

Figure 4.7: Pizza Hut Vietnam's Instagram account 14

Figure 4.8: Program <I Love Pizza Hut= 15

Figure 4.9: Blueprint of the Pizza Hut 18

Figure 4.10: Brand Image of the Pizza Hut 19

Figure 4.11: Space of the Pizza Hut 19

Figure 4.12: Mini play area model at Pizza Hut 20

1

SECTION 1: INTRODUCTION 1.1 PIZZA HUT COMPANY

* 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 Achievement

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

1.2 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

- 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

- Strong financial resources

- 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

- 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

2.2 COMPETITORS ANALYSIS

2.2.1 Direct Competitors

3

Table 2.2: Pizza Hut Competitor analysis

Product service strategy

Domino's is the world famous hand-tossed pizza hand-pulled from fine dough, using only 100% mozzarella cheese, 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

Price 50.000 - 200.000 dong 60.000 - 132.000 dong 150.000-220.000 dong

2.2.2 Indirect competitors

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

- Expand market share

- Increase brand awareness by 90%

- Maintain and improve customer relations

3.1.2 Segmentation

Table 3.1: Segmentation of the Pizza Hut

Segment 1 Segment 2 Segment 3 Demographic Age Under 18 From 18 - 35 Upper 35

Household size Small and modern Small and modern Small and traditional

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

Like attentive service

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

5

3.1.3 Targeting

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

Below is a map of Pizza Hut's positioning with competitors

Figure 3.1: Positioning Map

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 <online order service= and pick the foods you want to enjoy and the staff will deliver it to your place

Cleaning service There is a separate toilet, clean and cool for customers to use

Birthday service Instead of cooking and decorating at home, you just need to call the hotline to book a party, the staff of Pizza Hut will take care of everything from invitation cards, decorations, careful preparations The <main character= will receive a special gift from Pizza Hut

Salad Buffet Service (select stores only)

Service of mini amusement park for children

Take advantage of the spacious space at the stores to build to attract more customers and serve a variety of needs

4.1.1 The flower of service

Facilitating services 4.1.1.1 Information

In Vietnam, Pizza Hut has more than 90 branches, very convenient for customers to search and experience

7

Available on all social networks, install the location on the map so you just need to search an application like Google and all the restaurant information as well as the address will appear Opening hours at Pizza Hut: from 10 to 22:00 every day of the week

The main website provides full product information In addition, the Facebook page also always updates upcoming promotions for customers to refer to and use

Figure 4.1: Payment with Momo

8 Enhancing services 4.1.1.5 Consultation

Pizza Hut needs clear instructions on how to order food on the official online website At the same time, the staff needs to be professionally trained, the server quickly, and specifically advises customers when they have problems

Figure 4.2: Consultation at Pizza Hut

Value methods

Value-based pricing.This method is used to value products whose value can be measured, estimated as the cost of production This helps to ensure that customers appreciate the services provided and at the same time improves the financial position of the company

Pizza Hut also uses a one-price policy at all of its stores The one-price policy ensures that everyone is treated equally in stores unless additional services are paid for This makes everyone feel comfortable

Table 4.2: Price list of Pizza and drinks

SpeciallyCake sizePricePizza Traditional pizza Small/Medium/ Large 79.000 - 298.000đ

Seafood pizza Small/Medium/Large 129.000 - 378.000đ

Seafood pizza with cheese Medium/Large 299.000 - 399.000đ

Spaghetti and rice

Appetizer (French fries, sausage, fried chicken wings) 29.000 - 179.000đ

Drinks Soft drinks 30.000 - 42.000đ

10

Table 4.3: Combo price list

FOOD FOR CHILDREN 1 1 traditional pizza size small + 1 soft drink + 1 appetizer + 1 AMUSEMENT TICKET

- Negotiation flow: Contract VMS Franchise Pizza Hut model –

- Product flow: Pizza Hut uses a direct channel (level 0 channel) which is a direct distribution

channel from manufacturers to consumers

When - Open from 10-22:00 every day of the week

- The mini play area service for children will be open at 9-21:00 from Monday to Saturday and

on Sundays will be open from 8-21:00

11

Where - Currently, in Vietnam, there are more than 90 branches of different stores.In which, Hanoi has 26 stores, Ho Chi Minh City has 36 stores and 30 stores are distributed in other provinces and cities such as Dong Nai, Binh Duong, Da Nang, Hai Phong, …

How - Customers directly use the product at the restaurant

- Takeaway purchase: Customers can call to order in advance and just come to pick up the food without having to wait, helping customers save time

Intermediaries

- Provide customers with the best products, the best quality - Take your brand everywhere

- Still keeping the traditional flavor inherent to Pizza Hut

- Pizza Hut's distribution system is mainly expanded through franchises

Delivery service through cyber

Pizza Hut mainly uses an exclusive distribution policy with its products

Figure 4.4: Pizza Hut at Grabfood app

proper condition

A customer uses a touch screen desk to fulfill a specific order Every customer is reminded of whether they want their pizza delivered or picked up at the store If it is a delivery, a message will appear on the screen with the content of a commitment to deliver within the next 30 minutes If the order is a collection, the customer will receive a message inviting them to wait

10 minutes for the order to be completed

Regardless of delivery or collection, the order will be transferred to the ordering desk, taking an average of 3 minutes to process Necessary components and specifications are considered There is no room for error as it can disorient service delivery The order is then taken to the oven for baking, which takes an average of 6 minutes After baking, the pizza is transferred to the cutting table, where it is cut to the customer's pizza size and specifications This process

takes a minute, including packing

Finally, dispatch is another important procedure that requires the attention of operations managers This is complex and important work, especially when many orders have been placed and produced but the drivers are few The geographic area is usually divided into areas by

postcode, and the customer orders delivery with the address and postcode

If the order is a combo dish, the staff will deliver the order to the customer at the waiting area or dining area The customer can then realize the payment If it is a delivery, the driver will be dispatched to make the delivery at the specified location This process takes an average of 15 minute You may experience some delays, depending on whether it's off-peak or off-peak hours as this affects driver availability Traffic jams can also prolong delivery times However, Pizza Hut always strives to deliver the ordered pizza as soon as possible in the event of a delay If the

customer has not paid, they can do so once the pizza has been delivered

13

4.4.2 Marketing Channels

4.4.2.1 Advertising The Internet

● YOUTUBE

Need to make more attractive videos about Pizza Hut, choose the angle to catch the viewer's eye Most of this Pizza Hut's Youtube channel is in Vietnam, but the videos are still used a lot from abroad Need to build video content:

+Turning the recipe to make Pizza stimulates the feeling of eating and drawing attention, thereby promoting their products and services

+ Interview customers: Videos of your loyal customers and their experiences at the bar are authentic demonstrations of your services and products This is a good way to increase credibility and build trust with customers

Figure 4.5: Pizza Hut Vietnam's official Youtube channel

● TIKTOK

TikTok is currently an application that explodes with a large number of users and can be considered an easily accessible tool to the youngest audience compared to other social networking sites Pizza Hut is extremely responsive when it comes to quickly catching up with trends by creating Pizza Hut accounts on the <hot= platform It is necessary to create an official channel about Pizza Hut Vietnam and start building scripts, quality content, making many videos that are attractive and eye-catching to viewers to gradually attract strong interactions You can create a trend or a mini-game to give away vouchers, and the prize is a meal at Pizza hut to attract interested people