UNIVERSITY OF FINANCE – MARKETING

FACULTY OF MARKETING

Course code: 2121702052703

MARKETING SERVICES
ANALYSIS FOR MARKETING STRATEGY OF
PIZZA 4P’S RESTAURANT SERVICE

SPECIALIZATION: MARKETING MANAGEMENT

Ho Chi Minh city, 2022

 UNIVERSITY OF FINANCE – MARKETING
FACULTY OF MARKETING

Course code: 2121702052703

MARKETING SERVICES
ANALYSIS FOR MARKETING STRATEGY OF
PIZZA 4P’S RESTAURANT SERVICE

Le Tran Duy Tai ID Student: 2021001484

Nguyen Thi Hoang Nhi ID Student: 2021001716

Nguyen Ngoc Tram Anh ID Student: 2021001814

INSTRUCTOR: NINH DUC CUC NHAT

CLASS: CLC_20DMA03

Ho Chi Minh city, 2022

 CONTENTS

SECTION 1: INTRODUCTION ................................................................................. 1

1.1 OVERVIEW OF PIZZA 4P'S ............................................................................... 1

1.2 CORE VALUES ..................................................................................................... 2

1.3 VISION AND MISSION ........................................................................................ 3

1.3.1 Vision ........................................................................................................................ 3
1.3.2 Mission ...................................................................................................................... 3

SECTION 2: SITUATION, MARKET & COMPETITOR ANALYSIS ................ 4

2.1 MARKET SITUATION ......................................................................................... 4

2.2 COMPETITORS .................................................................................................... 5

2.2.1 Direct competitors ...................................................................................................... 5
2.2.2 Indirect competitors ................................................................................................... 6

SECTION 3: TARGET CUSTOMER ANALYSIS & POSITIONING

STRATEGY .................................................................................................................. 7

3.1 TARGET CUSTOMER ......................................................................................... 7

3.2 CONSUMER BEHAVIOR .................................................................................... 7

3.2.1 Need Arousal.............................................................................................................. 7
3.2.2 Information search ..................................................................................................... 8
3.2.3 Evaluation of alternative solutions .............................................................................. 8
3.2.4 Purchase decision ....................................................................................................... 9

3.3 ENCOUNTER STAGE .......................................................................................... 9

3.4 POST – ENCOUNTER PURCHASE ................................................................. 10

4.1 SERVICES PRODUCT STRATEGY ................................................................ 12

4.1.1 CHARACTERISTICS OF RESTAURANT SERVICE AT PIZZA 4P’S ... 12

4.1.2 Core product ............................................................................................................ 13
4.1.3 Supplementary service.............................................................................................. 16
4.1.3.1 Facilitating supplementary service ...................................................................... 16
4.1.3.2 Enhancing supplementary service ....................................................................... 17
4.1.4 Branding Strategies for Service ................................................................................. 19

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4.2 PRICING STRATEGY ........................................................................................ 19
4.2.1 Cost-based pricing .................................................................................................... 21
4.2.2 Value-based pricing (Customer-based pricing) .......................................................... 21
4.2.3 Competitor-based pricing ......................................................................................... 22

4.3 DISTRIBUTION STRATEGY ........................................................................... 23

4.3.1.1 Offline distribution............................................................................................. 24
4.3.1.2 Online distribution ............................................................................................. 24
4.3.2 Distribution intermediaries ....................................................................................... 25
4.3.2.1 Shipping unit AhaMove ...................................................................................... 25
4.3.2.2 Payment unit Momo ........................................................................................... 26
4.3.3 Distribution strategy................................................................................................. 27

4.4 PROMOTION STRATEGY ............................................................................... 28

4.4.1 Who - Target audience ............................................................................................. 28
4.4.2 What - The message to convey .................................................................................. 28
4.4.3 How - Through a variety of communications channels ............................................... 29
4.4.3.1 Messages Transmitted through Traditional Marketing Channels ......................... 29
4.4.3.2 Messages Transmitted through Internet .............................................................. 32
4.4.3.3 Messages Transmitted through Service Delivery Channels................................... 34
4.4.3.4 Messages Originating from Outside the Organization .......................................... 35
4.4.3.5 The role of Corporate Design .............................................................................. 37
4.4.4 Where & When ........................................................................................................ 37

4.5 SERVICE PROCESSES MANAGEMENT ....................................................... 37

4.5.1 Service processes ...................................................................................................... 37
4.5.1.1 Act 1: Prologue and Introductory Scenes ............................................................ 37
4.5.1.2 Act 2: Delivery of the core product...................................................................... 38
4.5.1.3 Act 3: The drama concludes................................................................................ 40
4.5.2 Customers as co-producer ........................................................................................ 42

4.6 PHYSICAL EVIDENCES MANAGEMENT .................................................... 43

4.6.1 The Servicescapes Model .......................................................................................... 43
4.6.2 Behavior Consequences of Affect .............................................................................. 43
4.6.2.1 The 4P’s create a pleasant environment in their approach ................................... 43
4.6.2.2 4P’s Social interaction between customers and employees .................................... 43
4.6.3 Internal responses of customers ................................................................................ 43
4.6.4.3 Signs, Symbols, and Artifacts .............................................................................. 43

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 4.6.4 Environmental dimensions ....................................................................................... 44
4.6.4.1 Ambient conditions ............................................................................................ 44
4.6.4.2 Space/Function................................................................................................... 44
4.6.4.3 Signs, Symbols, and Artifacts .............................................................................. 46
4.6.5 Put it together .......................................................................................................... 47
4.6.5.1 Design with a holistic view .................................................................................. 47
4.6.5.2 Design from a customer’s perspective ................................................................. 48

4.7 PEOPLE MANAGEMENT ................................................................................. 48

4.7.1 Service Personnel as a Source of Customer Loyalty and Competitive Advantage ........ 48
4.7.2 The Frontline in Low-Contact Services ..................................................................... 49
4.7.3 Emotional Labor ...................................................................................................... 49
4.7.4 From the Cycle of Mediocrity to the Cycle of Success................................................. 50
4.7.4.1 Cycle of Mediocrity ............................................................................................ 50
4.7.4.2 Cycle of Success ................................................................................................. 51
4.7.5 Human Resources Management - How to Get It Right ............................................... 54
4.7.5.1 Hire the Right People ......................................................................................... 54
4.7.5.2 Enable Your People ............................................................................................ 55
4.7.5.3 Empower the Frontline....................................................................................... 56
4.7.5.4 Build High - Performance Service - Delivery Teams ............................................ 56
4.7.5.5 Motivate and Energize People ............................................................................. 57
4.7.6 Service Leadership and Culture ................................................................................ 57

SECTION 5: CONCLUSION .................................................................................... 59

5.1 SERVICES PRODUCT STRATEGY ................................................................ 59

5.2 PRICING STRATEGY ........................................................................................ 59

5.3 DISTRIBUTION STRATEGY ........................................................................... 60

5.4 PROMOTION STRATEGY ............................................................................... 60

5.5 SERVICE PROCESSES MANAGEMENT ....................................................... 61

5.6 PHYSICAL EVIDENCES MANAGEMENT .................................................... 62

5.7 PEOPLE MANAGEMENT ................................................................................. 64

LIST OF REFERENCES & ORIGINALITY ......................................................... 68

PLAGIARISM CHECK REPORT ........................................................................... 71

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 LIST OF PICTURES
Figure 1. 1: 7 values of Pizza 4P's ........................................................................................... 2

Figure 3. 1: Positioning map of Pizza 4P's........................................................................... 10

Figure 4.1: A picture of Pizza 4P's product ......................................................................... 15

Figure 4.2: Logo of 4P's services .......................................................................................... 19
Figure 4.3: Pizza 4P's menu .................................................................................................. 20
Figure 4. 4: Operation process and utilities of AhaMove................................................... 25
Figure 4. 5: Operation Process and Utilities of AhaMove .................................................. 26
Figure 4. 6: Operation Process and Utilities of AhaMove .................................................. 26
Figure 4. 7: Happy Hour Campaign picture ....................................................................... 32
Figure 4.8: Pizza 4P’s website ............................................................................................... 34
Figure 4.9: Act 1: Prologue and Introductory Scenes ........................................................ 38
Figure 4.10: Act 2: Delivery of the core product................................................................. 39
Figure 4.11: Act 3: The drama concludes ............................................................................ 41
Figure 4.12: Act 3: The drama concludes ............................................................................ 42
Figure 4.13: Pizza 4P’s layout and interior ......................................................................... 45
Figure 4.14: Pizza 4P’s layout and interior ......................................................................... 46
Figure 4.15: Signs, Symbols, and Artifacts .......................................................................... 46
Figure 4.16: Signs, Symbols, and Artifacts .......................................................................... 46
Figure 4.17: Signs, Symbols, and Artifacts .......................................................................... 47
Figure 418: Signs, Symbols, and Artifacts ........................................................................... 47
Figure 4.19: Pizza 4P's Employee ......................................................................................... 48
Figure 4.20: Pizza 4P's Employee ......................................................................................... 49
Figure 4.21: Cycle of Mediocrity .......................................................................................... 50
Figure 4. 22: Cycle of Mediocrity Features ......................................................................... 50
Figure 4.23: Cycle of Success ................................................................................................ 51
Figure 4.24: Pizza 4P's Recruitment Claim ......................................................................... 53
Figure 4.25: The Service Talent Cycle ................................................................................. 54
Figure 4.26: Yosuke Masuko and Sanae Takasugi - Founder of Pizza 4P's .................... 57

Figure 5.1: Evidence from the comments or reviews on review websites ......................... 62
Figure 5.2: Evidence from the comments or reviews on review websites ......................... 62
Figure 5.3: Evidence from the comments or reviews on review websites ......................... 63
Figure 5.4: Evidence from the comments or reviews on review websites ......................... 63
Figure 5.5: Evidence from the comments or reviews on review websites ......................... 63
Figure 5.6: Employee Retention in The Past 2 Years ......................................................... 64

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 SECTION 1: INTRODUCTION
1.1 Overview of Pizza 4P's

Pizza 4P's (Platform personal pizza for pizza) is one of Vietnam's most well-known and
successful pizza businesses, with 25 locations and a reputation for homemade cheese
manufactured by Ms. Sanae and Mr. Yosuke Masuko, who founded the company.
Yosuke moved to Vietnam after graduating from university to pursue a profession.
During that time, he and his wife founded the first pizza business in Le Thanh Ton with a
capital of $100,000 USD, thanks to his experience in producing pizza in Japan and careful
market research.
When there were only seven locations in 2017, Pizza 4P's was valued at $20 million.
Big firms are also investing heavily in this brand, such as Seedcom, the investment fund of
MWG (Mobile World) co-founder Dinh Anh Huan, and Mekong Capital, which invested in
May 2019. Masuko Yosuke was named the greatest international businessman of the year by
New Business Tokyo in 2018.
Pizza 4P's brand has gone through a long period of continual development to reach its
current level of prominence. All of the restaurant chain's activities revolve around the notion
of "Omotenashi," or the Japanese spirit of hospitality. Mr. Yosuke claims that Omotenashi's
goal is to serve customers with all of his heart, providing the most flawless experiences. The
pizzas are made right on the table in front of the diners. Following each dinner, a table will be
set up with customer feedback and recommendations about the service, so that the restaurant
may improve its service.
Pizza 4P's has expanded steadily over the past ten years thanks to sound strategies, and
is currently one of Vietnam's largest pizza brands, equivalent to Pizza Hut and Domino's. In
2016, the airline made 158 billion dong in revenue. In 2017, income climbed by 79 percent,
hitting 283 billion VND, and in 2018, it surpassed 411 billion VND. Profits climbed roughly
ninefold in just two years, from 6 billion dong in 2016 to 52 billion in just two years (2016-
2018). When the economy is substantially impacted by the COVID-19 pandemic, 2020-2021
are two challenging years for the economy, and Pizza 4P's is no exception. The company used
to be one of the restaurant chains that paid little attention to marketing or associated with an
online delivery application, to focus on the actual customer experience.

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1.2 Core values

Figure 1.1: 7 values of Pizza 4P's

The 7 core values of Pizza 4P's are established in 3 groups: the values derived from each
individual, the values in the working environment and the common values of the company.
1. Passion For Peace
2. OMOTENASHI
3. Integrity
4. Being Cause in the Matter
5. Positive Family Spirit
6. KAIZEN
7. Forget the Box
"For Peace" is the meaning of the name 4P's. The word "peach" connotes living joyfully
and productively in harmony. The 4P brand and logo express our aim to provide enriching
experiences to every guest who enters their environment, allowing them to enjoy the positive
and thrilling benefits. A gastronomic adventure that makes your heart skip a beat and fills you
with joy. Every guest departs with a smile on their face, even if it's just a small one. Pizza 4P's
believes that wonderful cuisine is only the beginning; guests will be happier and more satisfied
if the food is both safe and healthful. That's why 4P's put the "Farm to table" idea into practice.
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“Farm to table” has become the core value that helps dishes at Pizza 4P’s receive 10 credit
points from diners.
1.3 Vision and mission

1.3.1 Vision

“Bringing a smile to the world for peace”

Pizza 4P's ambition is not simply "A great Pizza restaurant", but also has a higher vision
than that - Make the world smile for Peace.
1.3.2 Mission

Pizza 4P's mission: "Delivering Wow, Sharing Happiness"- Bringing "Wow", Sharing
Happiness. It depicts a pleasant surprise, an experience that can make your heart dance, an
abundance of positive energy and an uplifting spirit. 4P's believes that bringing a feeling of
happiness to employees working at the Company is also very important, 4P's has spent a lot of
effort to bring the restaurant a satisfying culinary space, customers always feel satisfied.
comfortable, pleasant upon arrival.

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 SECTION 2: SITUATION, MARKET & COMPETITOR ANALYSIS

2.1 Market situation

Vietnam has a population of over 97 million people, 60% of whom are under the age
of 35, and its GDP has expanded at a steady rate of over 6%. Per capita income has increased
significantly over the last ten years, reaching US$2,200 in the most recent year. Vietnam is a
lucrative market for fast food companies. According to figures from the Ministry of Industry
and Trade, the agency has licensed roughly 150 international companies and brands to Vietnam
in the last eight years. With more than 43 percent, the restaurant sector accounted for the most,
with more than 40 brands of fast food restaurants, cakes, coffee, beverages, restaurants, hot
pot... According to study, the market should be saved. The fast food industry in Vietnam
continues to grow at a double-digit rate, making it even more appealing to domestic and foreign
investors looking to enter the market. The battle for market share is becoming increasingly
fierce, from location to human resources to brand identity. This fierce competition is most
likely one of the reasons why some eateries have closed in recent years. This is common in
business, and each brand will strike a balance in its business strategy in order to run properly.
According to a recent survey, up to 80% of respondents had used meal delivery services,
demonstrating that there is a big market 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.
The Vietnamese fast food market is currently quite active, in addition to global fast
food brands that have been functioning for many years, such as Pizza Hut, KFC, Lotteria, and
so on. The entry of domestic fast food firms, as well as other foreign investors, into the
Vietnamese fast food sector has increased the market's diversity and richness. Vietnam is a
developing country that is integrating with the rest of the world, importing Western cultural
traits, and setting the latest culinary trend. In 2011, Pizza 4P's officially joined the Vietnamese
market, despite the fact that the Vietnamese fast food industry is still in its infancy. Fast food
is growing quicker in the Vietnamese market as a result of economic prosperity, especially
since the covid epidemic. Pizza 4P's was once known for being a bustling pizza company that
refused to take home deliveries in order to maintain a distinct eating experience. However, the
chain eventually had to conform to the reality of the food delivery industry.

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2.2 Competitors

2.2.1 Direct competitors

● The Pizza Company

The Pizza Company, which has been on the market since 2013, is one of Vietnam's
most well-known franchise pizza companies. Targeting a young customer niche that enjoys
trying new things and has their own unique taste. The Pizza Company continues to show that
it wants to be the best pizza company in the world.
The Pizza Company strives to provide clients with one-of-a-kind culinary experiences.
Pizza has a menu of up to 55 dishes ranging from appetizers to salads to pasta to the main
course. The Pizza Company not only ensures a breakthrough in food quality, but also enriches
the aesthetics of food presentation, deserving of an Italian-inspired restaurant's class. The brand
knows how to differentiate itself from other Pizza brands in the same market by offering
distinctive goods such as Peach Seafood Pizza and Stuffed Pizza. The Pizza Company's pizza
prices are often comparable to those of its main competitor, Pizza 4P's. The Pizza Company,
on the other hand, saves money by purchasing larger cakes. Customers can order directly from
the website's shopping cart: https://thepizzacompany.vn 11 or through online meal delivery
apps at 60 locations countrywide (GoJek, GrabFood,...). The Pizza Company's entire
communication strategy is broken down into phases with clear objectives at each level, with
Facebook serving as a "key medium" for raising customer knowledge of the product.
trademark. Create a list of KOLs who match your preferences and run advertising on your
Fanpage. At the same time, putting PR articles on young people's favorite information sites
allows customers to get up-to-date information and gain a better understanding of the business.
● Domino’s Pizza
Founded in 1960, Domino's Pizza is the second largest pizza company in the United
States, with over 14,000 locations in 80 countries. Domino's Pizza is the most popular pizza
delivery service. Customers that use delivery services account for the majority of its revenue.
In November 2010, Domino's Pizza established their first outlet in Ho Chi Minh City. Domino's
pizza has 41 locations countrywide as of June 2021. After Pizza Hut, Johnathan Hanh Nguyen's
IPP Group introduced Domino's pizza to Vietnam. Domino's Pizza is rapidly asserting its
position in the Vietnamese market, despite entering the industry later. It does so by widely
creating and implementing successful marketing methods. Domino's Pizza is known for its low
costs and ordinary, yet pleasant, food. This is also the leading Pizza company in the era of
online business faster than other pizzerias.

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 ● Pizza Hut
Yum! owns Pizza Hut, the world's largest and most popular pizza restaurant business
(www.yum.com). Pizza Hut has been operating in Vietnam since 2006, with 100% foreign
investment, and has grown to more than 110 locations with over 3,000 staff. Pizza Hut's
products are of the highest quality, and the diversity of sizes and types has helped to attract the
right customers. Pizza Hut assures that its products will suit the culture and tastes of the people
in whatever country where they are sold. The brand debuted in 2006 and quickly got the
advantage of being the first to market. Pizza Hut's revenue isn't quite as high as KFC's, but it
is steadily expanding. After ten years in Vietnam, this chain's income surpassed 400 billion
dollars in 2016. However, as market competition rose during the last five years, Pizza Hut's
speed slowed. The development of new names, combined with the small-store pizza business
model, slowed them considerably. This chain's revenue never climbed by more than 20% in
any year from 2015 to 2018, and even in 2017-2018, the growth rate was just over 6%. The
revenue of this chain did not recover until 2019, thanks to the chain's rapid expansion and the
addition of numerous additional services. Pizza 4Ps entered the market later than Pizza Hut,
but is growing at a quicker rate. The chain's revenue was less than a third of Pizza Hut's in
2016, but the difference has now reduced to only a few hundred percent.
2.2.2 Indirect competitors

There are now a number of fast food brands available in the Vietnamese market. The
tremendous onslaught of fast food franchises is also changing Vietnamese people's behaviors,
tastes, and eating habits. The need for fast food services has risen since then. KFC, Lotteria,
and Jollibee are all names that belong to the same group of fast food restaurants, but they
provide different goods than 12 Pizza. For those who enjoy fast meals, this is an option worth
considering. As a result, indirect competitors have created a lot of competition for Pizza chains
in general, and Pizza 4P's brand in particular, in Vietnam.

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 SECTION 3: TARGET CUSTOMER ANALYSIS & POSITIONING
STRATEGY

3.1 Target Customer

Pizza 4P's targets customers aged 18 and above who live and work in major cities such
as Ho Chi Minh City, Hanoi, Da Nang, and Hai Phong. This is a group of consumers who enjoy
making new acquaintances and business partners; the most of them are students or people with
a steady income, general employment, or couples or families who wish to work together. Have
a romantic evening at a restaurant with your significant other. Pizza 4P's seeks to attract clients
with an average income of well over 7 million VND per month because its goods range in price
from 250,000 to 500,000 VND each meal. Pizza 4P's also routinely releases pizzas with unique
and innovative tastes, which is one of the reasons why the target customers are those who live
a modern lifestyle, enjoy trying new things, and enjoy living. The goal of Pizza 4P.
Furthermore, dining out is becoming an increasingly important element of contemporary life
as the desire for communication and meeting grows, with Vietnamese consumers' expenditure
on eating out growing as their demands grow. Depending on their location. As a result, Pizza
4P's caters to customers who adore food, want to get together to eat and drink, enjoy outdoor
foods, forget about the stresses of life, and get immersed in meals and delights. Enjoy the
relaxing atmosphere of Pizza 4P's. With the entrance of diverse cultures, one of the main
reasons for promoting foreign foods such as Pizza 4P's - which generates eight distinct varieties
of cheese with varied flavors - is the love of cheese. Various business disciplines have aided
corporations in gaining a solid foothold in the Vietnamese market. Because the customer's
psychology will be aroused by the dish's simplicity and beauty, high cheese quality will make
customers feel compassion and love, Pizza 4P's hits the taste of Vietnamese people who adore
cheese. This will encourage them to pay for their food.
3.2 Consumer Behavior

3.2.1 Need Arousal

A need or a need to be stimulated by a person or an organization triggers the choice to

buy or use a service. People nowadays typically live in harmony with society, so when they
notice that their peers enjoy eating and enjoying the service at Pizza 4P's, they will be keen to
learn more about what makes it unique. Or, if people are going on a hunger strike, what type
of pizza will they want to eat in a warm place with pleasant music? Because Vietnam is a

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developing country, they will emphasize the importance of experiencing the service rather than
simply eating. At Pizza 4P's, I got the above impressions.
3.2.2 Information search

When a customer recognizes a need or a problem, he or she is motivated to seek

solutions to meet that need. When consumers understand that Pizza 4P's will suit some of their
criteria, they will look for information on social media, advertisements, and personal
experience evaluations from friends, relatives, and even prominent food bloggers to compare
and pick from countless different Pizza companies.
3.2.3 Evaluation of alternative solutions

Customers must compare and assess the various services offered when faced with
multiple options. The ease or difficulty with which we can evaluate a product before purchasing
it is determined by its attributes, which we divide into three categories: Search attributes are
observable features that shoppers can assess prior to making a purchase. buying.
Customers will rate the taste of the dish, the proximity to their location, and the
customer service provided by Pizza 4P. Experience Attributes: These are characteristics that
can't be judged before a transaction is made. This is the stage where the customer's experience
is required to evaluate the elements mentioned in the Property Search step. Attribute of
dependability: Reliability attributes are aspects of a product that are difficult for the user to
judge even after consumption. This is not a simple chore for the client because he or she does
not have the expertise to determine what is clean food or whether the food quality is good for
health. Perceived risk: This is especially true for services that are difficult to evaluate prior to
purchase and consumption, and first-time consumers are likely to be more unsure.
● Function (unsatisfactory performance results): Will the experience at Pizza
4P’s turn out the way I expected?
● Financial (money loss, unexpected costs): Has the price that Pizza 4P's updated
on the website changed compared to eating directly at the restaurant?
● Temporary (result of delays): If I book a table on Pizza 4P's website, will I
have to wait in line before entering the restaurant?
● Physical (personal comfort): How can I be sure that the atmosphere in Pizza
4P's restaurants is as rated by people?
● Mentality (personal feelings): Does the attitude of the staff let me down?
● Society (how others think and react): What would my friends think of me if they
knew that I ate at Pizza 4P's?

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 ● Feelings (unpleasant impression on any of the five senses): Does Pizza 4P's
toilet smell nice? During the search and decision-making process, expectations
are developed. Expectations can also be situational, meaning they change over
time and are influenced by factors that the supplier can control, such as
advertising, pricing, new technology, and innovation services, as well as social
trends, consumer advocacy, and increased access to information via the media
and the internet. Expectations encompass a variety of elements such as desired,
adequate, and anticipated service, as well as the tolerance zone between wanted
and adequate service levels).
3.2.4 Purchase decision

Consumers are willing to choose the option they like best after evaluating possible
alternatives, such as comparing the performance of key attributes of competing services,
assessing the perceived risk associated with each offering, and developing their desired,
adequate, and predictable service level expectations. Purchasing decisions, on the other hand,
frequently include trade-offs. Price is frequently a deciding factor. The customer is now ready
to go on to the service encounter phase after making a decision.
3.3 Encounter stage

Customers will experience the "core product" of the service after they have decided to
purchase it at this stage. First, the metaphor of the "moment of truth" emphasizes the
significance of good touchpoint management. Customers will experience the "core product" of
the service after they have decided to purchase it at this stage. The high/low exposure service
model, the second framework work, gives us a better understanding of the scope and nature of
touchpoints, which is where the customer evaluates elements like the interior and exterior. The
inside of Pizza 4P, as well as the staff's presence and demeanor, as well as the surrounding
ambiance and the presence of other customers.
The service model, the third notion, focuses on the various sorts of interactions that
combine to form the customer service experience - the service delivery system:
• Technical core: where the input processing and service product pieces are generated
This is an unseen phase that the client will not see, but if there is a delay in processing the
order, or if the order is incorrect, the consumer will be aware of it and will have a negative
opinion of Pizza 4P's.

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 • Service delivery system: The final "assembly" and delivery of the product to the
customer takes place here. Finally, the theater metaphor clearly explains how service
performances can be "staged" to generate the desired experience for clients.
• Service facilities: Consider the service facilities to be the theater where the film will
be displayed. From one action to the next, the setting may shift.
• Staff: The stage crew functions as members of the cast, behaving as if they were
performers in a TV show and aided by the backstage crew.
3.4 Post – encounter purchase

Customers may have unfavorable expectations that are disputed, affirmed, or confirmed
while evaluating service performance. Surprisingly high levels of performance, excitement,
and positive influence can all lead to pleasure.

Figure 3.1:Positioning map of Pizza 4P's

Pizza 4P's, like other brands, chose pizza as its main product, but it portrays itself as a
chain of high-end restaurants rather than fast food restaurants or pizzerias.
Pizza 4P's restaurants currently number only 20 and are concentrated in four major
cities, compared to Pizza Hut's more than 90 locations and The Pizza Company's more than 70
locations. However, this chain's revenue in 2019 was over VND 570 billion, putting it only
25% and 8% behind the two largest chains, respectively. In recent years, it has grown at a rate
equivalent to The Pizza Company and much ahead of Pizza Hut. Pizza 4P's also outperforms

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its competition in terms of profit. After 5 years of operation, Pizza 4P's has become successful,
with a profit of more than 50 billion dong in the last two years.
To achieve today's level of success, the cakes must create an indelible impression on
eaters. Because there is no idea of pre-made and reheated pies at Pizza 4P's, the company is
well positioned to make and market its pizzas. Everything is completed on-site, immediately
following the customer's order. From mixing the dough through kneading it, arranging the
fillings, and finally placing it in the brick oven. The cake is always a fresh one or two minutes
from the oven when it is presented in front of the customer, still fresh with the perfume of the
new dough.
In comparison to other stores, 4P's pizza is unique in that the Italian-style pizza is baked
with wood in a terracotta oven. To attain the desired thickness, the pizza base, in particular,
must be kneaded by hand. The dish at Pizza 4P's has a flavor that merges Japanese and Italian
cuisines. Additionally, Pizza 4P's makes its own cheese. From heating the milk to plucking the
cheese at 4P's facility, the entire cheese-making process is done entirely by hand, as is the
French way.
In comparison to competitors, Pizza 4P's service quality is also a point of distinction.
The tagline "Send joy, share happiness" and the Japanese-style restaurant have contributed to
the attentive and enthusiastic service provided here. Delicious, unique foods, consistent quality
over time, professional service style, always friendly, and a diversified layout area are just a
few of the techniques to locate and grow a business over time.
One of the elements that keeps 4P's at the top of the list of Saigon's favorite restaurants
is two words: "sustainable." Pizza 4P's is a restaurant model that is based on the "sustainable"
criterion and is made up of three components: sourcing, social contribution, and environmental
protection. The restaurant's veggies and herbs are cultivated and raised 100% organically,
ensuring that diners receive the freshest products possible. The "social" nature of 4P's evolution
into a sustainable restaurant chain also lies in delivering healthy meals, with roughly 25% of
4P's starter menu consisting of vegetable dishes, and the restaurant also offers a diverse menu.
Vegetarians will like this option. Pizza 4P's is also known as an environmentally friendly
restaurant since, in addition to employing plastic straws, the restaurant's interior, including
tables and chairs, is created from recycled materials.

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 SECTION 4: ANALYZE THE MARKETING MIX STRATEGIES (7PS)
4.1 Services Product strategy

4.1.1 Characteristics of restaurant service at Pizza 4P’s

Relative Intangibility: Customers rarely receive tangible things as a result of service

operations, which explains intangibility. The outcome with the client is frequently a positive
or negative experience. Many diverse variables contribute to the service of Pizza 4P restaurant,
including intangible factors that clients cannot see or feel before enjoying the service, such as
the scent, flavor of the food, and the service attitude of the employees... They can only feel the
elements if they use the service.
Simultaneous production and consumption: Customers will, in fact, select how food
services are produced. It's hard to establish a service at Pizza 4P's without client participation.
Customers are both customers and active participants in the process of service creation. Food
service manufacturing does not begin until the customer arrives.
The importance of the human aspect in the creation of services: Humans provide food
and beverage services to people. To deliver high-quality service, Pizza 4P's must pay greater
attention to employee selection, training, arrangement, and treatment.
Food service items are perishable and non-preservable since they are produced and
consumed at the same time. As a result, they cannot be maintained and are readily damaged.
Because food is perishable and cannot be kept, Pizza 4P's managers have devised strategies to
satisfy demand by utilizing price and other tactics to entice customers. customers within a
specific time frame.
Customers cannot know in advance and check whether the service is good or not
because of the features of a service that production and consumption occur at the same time,
and can only feel it while they consume things. service. As a result, Pizza 4P's has concentrated
on amenities, a clean and beautiful area, and generating a comfortable experience for guests in
order for them to feel a part of good service.
Food service is frequently individualized and varied because clients want to be treated
as individuals. Restaurant services find it challenging to provide service standards that please
every customer in all conditions since customer satisfaction is dependent on their perceptions
and expectations.

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 Non-transferable ownership: There is no transfer of ownership between the buyer and
the seller for food service at Pizza 4P's; nevertheless, the buyer only acquires the right to utilize
the food service process, not the right to own it.
Seasonality: Catering services are only available during certain times of the year.
During the day, there are usually fewer customers in 4P's Pizza locations because people have
to go to school or work. The evening will be the best time to attract a large number of
consumers.
Immobility: Customers who wish to consume the service must go to Pizza 4P's stores
since the food service is immobile because it is both a place of production and a place of service.
To deliver services, use the 4Ps.
Customers have high expectations for a specific serving characteristic for each sort of
service. Diverse food, tastefully decorated: Customers have high expectations for the range of
exquisite dishes served at Pizza 4P's.
Superficiality: The customer's views and sentiments about the quality of customer
service at the restaurant are heavily influenced by the attitude and working style of each
employee displayed to the outside, which has a big impact on company efficiency. the
restaurant industry
Complexity: Pizza 4P's is a site where numerous customers with varying requirements
and eating habits congregate, necessitating employees' ability to communicate effectively with
each customer while ensuring that all customers are satisfied. everyone who is a target customer
As a result, the restaurant's menu is diversified, requiring personnel to know and comprehend
each dish, its sauce/side dish, and which utensils are used for particular dish in order to serve
customers.
4.1.2 Core product

Pizza 4P's restaurant service offers a variety of dishes to fulfill the needs of diners and
potential consumers.
The pastries are what really make an impression on guests. Pre-made and reheated cakes
are not an option at Pizza 4P's. Everything is completed on-site, immediately following the
customer's order. From mixing the dough through kneading it, arranging the fillings, and finally
placing it in the brick oven. The cake is always a fresh one or two minutes from the oven when
it is presented in front of the customer, still fresh with the perfume of the new dough.
4P's pizza's finest achievement is to popularize superb real pizza in Vietnam. Satisfy
guests with the flavor of a good pizza in and of itself, rather than a pizza layered with fatty

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contents to be as eye-catching as possible. When compared to other stores, 4P's pizza is unique
in that it is baked with wood in an earthenware oven, allowing the cake to be cooked in just 90
seconds. To attain the desired thickness, the pizza base, in particular, must be kneaded by hand.
Pizza at 4P's follows the same procedure; the pizza is baked in an earthenware oven, resulting
in numerous scorch lines on the cake's edges. The cake's foundation is thin, soft, but spongy,
and when biting into it, it feels tough but fragrant with wheat and wood smoke! That's what
we've come to expect from Italian pizza: excellent pizza bases.
Pizza at 4P's follows the same procedure; the pizza is baked in an earthenware oven,
resulting in numerous scorch lines on the cake's edges. The cake's foundation is thin, soft, but
spongy, and when biting into it, it feels tough but fragrant with wheat and wood smoke! That's
what we've come to expect from Italian pizza: excellent pizza bases.
Cheese is an important element in Italian meals like pizza. In the early days of
operation, however, Pizza 4P's couldn't find any fresh mozzarella cheese in Vietnam, so they
had to import it. As a result, Pizza 4P's produces its own cheese in order to "provide fresh,
delicious, and affordable cheese." The entire cheese-making process, from heating milk to
pulling cheese at 4P's factory, is totally handcrafted in the French style, resulting in a more
natural flavor than other commercially available cheeses. 4P's selects vegetables, tubers, and
fruits with great care, but the farm supplies them with the freshest and safest organic
agricultural goods available, adhering to the "from farm to table" philosophy. From the farm to
the table
Rich Burrata cheese, a blend of fresh Mozzarella crust and thick cream and shredded
cheese inside, is the meal associated with the term Pizza 4P's. This is a sort of cheese from
Southern Italy, and because it is a fresh cheese with a short shelf life, it is not inexpensive.
Burrata's appeal stems from the fact that the outer layer is a fresh Mozzarella membrane, while
the inside layer is a creamy blend of curd and fresh cream.
4P's pizza is a cross of Japanese and Italian flavors, with a thin foundation, thin filling,
and plenty of Napoly-style cheese. The three most popular cakes are Pizza Parma in the
traditional Italian style, Pizza with 4 typical Vietnamese flowers, and Pizza Sashimi in Japan,
in addition to foods solely available on 4P's menu such as seaweed squid pizza, teriyaki chicken
pizza, ginger roasted pork...
Pizza 4P's also offers special menus. Tartare is a renowned French meal with various
variations that comes from one of the world's most recognizable cuisines. Salmon Tartare is a
French dish made with a combination of natural butter and salmon sashimi at Pizza 4P's. It has
a light flavor and a characteristic silky smoothness.
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 Pizza 4P's also adds new meals on a regular basis to fulfill the needs of a huge number
of clients. Pizza 4P's frequently introduces new fusion meals, seasonal foods, dishes for
holidays, and special events.... There are a variety of special delicacies available to suit
everyone's preferences. Vietnamese consumers prefer "pizza with dau mam shrimp," "pizza
with la Vong fish cake," and other dishes that make a great impact while also piqueing
customers' curiosity and attention.

Figure 4.1: A picture of Pizza 4P's product

Menu at Pizza 4P's:
1. Pizza at 4P's is divided into different types:
- Signature (Burrata with ham, Burrata Margherita with ham, Burrata with anchovies and
tomatoes)
- Classic Italian (Margherita, Margherita Ham, Margherita with Milano Sausage and Chorizo
Spicy Sausage)
- Original Cheese with Homemade Cheese (Salmon Sashimi, Salmon with Miso Cream Sauce,
Seafood Spicy Tomato Sauce with Smoked Cheese, Chicken Teriyaki Sauce, Tandoori
Chicken Curry, Japanese Ginger Pork, Cheese) Camembert Mai & Mushroom Sauce, Squid &
Sponge , Beef with Garlic Oil, Shrimp & Mayonnaise)
- Vegetarian (4 types of flowers, Eggplant Margherita, zucchini basil sauce, Mushroom Pizza)

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- Original desserts (Affogato Pizza, apple pizza and vanilla ice cream, raspberry pizza and
vanilla ice cream).
2. Appetizer: 4P's Truffle Camembert, homemade cheese, Petit Mozza Sushi by 4P's, Parma
with Ricotta cheese roll, vegetable stew, mango ham, flavored olives, chicken garlic pizza with
bean sauce.
3. Salad: Homemade Mozzarella and Da Lat tomato salad, Burrata cheese with ham and
tropical fruits, Burrata cheese salad with rocket leaves and tomatoes, greens salad with
homemade dressing, Shrimp salad with avocado and beans, baked vegetable salad with
Mozzarella cheese, Da Lat's Bagna Cauda vegetable.
4. Soups: Stewed clam soup, tomato meatball soup.
5. Hot dishes: 4P's Fondue cheese, baked German potatoes, beef tongue stew and mashed
potatoes.
6. Spaghetti: Spaghetti with tomato sauce with Mascarpone cheese, Spaghetti with minced beef
and homemade smoked cheese, Spaghetti with egg cream sauce with Japanese-style
Camembert cheese, Spaghetti with flowers (anchovy sauce), Spaghetti pasta with clams and
basil sauce, spaghetti with cream sauce with crab and tomato sauce.
7. Dessert: Green Tea French Pudding, Cream Pudding, Homemade Tiramisu and Cheesecake
Mascarpone, Mango Verrine, Fruit Yogurt, Camembert Cheese, 3 Flavors (Watermelon,
Passionfruit and Kiwi), Unsweetened Cheesecake Baked, Double Cheesecake, Lemon Tart,
Soft Chocolate Cake, Banana crepe with honey sauce.
Besides the quality of food that Pizza 4P's brings, what makes a good impression in the hearts
of diners is also the service provided here.
4.1.3 Supplementary service

4.1.3.1 Facilitating supplementary service

● Information
Information is crucial in the restaurant sector because of the type of culinary service it
provides. Customers must have all of the required information regarding the service before
deciding whether or not to utilize it. Understanding this, Pizza 4P's has established a system to
provide detailed information about its services, such as detailed information about the
company's introduction, vision, and core values... surname: service schedule/hours; menus and
associated prices, store locations, contact phone numbers, how to reserve a table; online
delivery, and 4P's activities... through all means, from the website to the Facebook fanpage...

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 Transparent staff and service information will assist customers in answering and
satisfying their needs, making purchasing decisions, and paying for items and services more
quickly.
● Billing
After the customer has done using Pizza 4P's services, the staff will generate an invoice
for the customer to review. Customer information, service time and location, and price details
will all be included on the invoice.
● Payment
Customers must make payment once they have used the service. To provide
convenience and save time when paying consumers, businesses must set up a varied and
optimal payment system. Pizza 4P's also accepts a number of payment methods, including cash,
card swipes, and e-wallets such as Momo... Businesses must set up advanced services in
addition to the aforementioned basic services to improve client experience while demonstrating
professionalism and differentiating themselves from competition.
4.1.3.2 Enhancing supplementary service
● Consultation
The crew at Pizza 4P's is well-trained, knows the meals, understands the ingredients,
and is familiar with the best-selling pizzas that many customers enjoy. Customers can then be
given suggestions and advise on food, ensuring that they have a positive experience.
● Hospitality
Quality of Service Customer happiness is heavily influenced by the hospitality of a
company.
The spirit of "Omotenashi," which means "welcoming guests with all your heart" and
"showing Japanese hospitality," is the guideline for all of Pizza 4p's activities. Instead than
simply accomplishing chores, Omotenashi exhibits a considerate approach to clients, 'offering
joy, sharing happiness.'
The first impression that employees make on clients is extremely essential to Pizza 4P's.
Every staff member's expression, gesture, and attitude has an impact on how diners feel and
think about the restaurant. As a result, by genuine smiles and considerate attitudes, personnel
must earn the respect and admiration of clients.
The 1 minute guideline is followed at Pizza 4P's. To provide the greatest service to
clients, skilled workers combine three aspects in under a minute: predict, recognize, and
operate.

17
 The store's personnel will open the door, greet the customer, and direct them to a table
as soon as they walk in. The staff's care is apparent in the fact that the pizza is always distributed
evenly according to the number of guests at the table. While the guests wait for the dinner, the
crew prepares the entire water and pours it for them. Alternatively, the meticulousness and
attention can be seen in the smallest of things, such as personnel learning how to sprinkle
toppings and cheese so that each slice of cake is cut with a full choice of toppings.
Chefs who do not have direct contact with clients should demonstrate their concern by
paying close attention to the tiniest details of the dish.
Pizza 4P's also does a great job in this area, in that they keep the business very clean
and the interior is modern, giving consumers a sense of relaxation, warmth, and happiness. Not
only that, but the Pizza 4P's space is always open. Customers can see the chef make pizzas up
close and personal, as well as the staff's attention to detail and warmth.
After each meal, Pizza 4P's will analyze the quality of its clients so that the restaurant
can continue to enhance its products.
Furthermore, Pizza 4P's waiting area is meant to be light and airy, with soft sofas that
do not cause pain to diners.
Furthermore, the security team is very attentive and eager to assist consumers. This is
also said to be a positive aspect of Pizza 4P's service.
This service aids in the creation of a considerate, sophisticated, and classy image in the
minds of customers.
● Safekeeping
Businesses should offer services that protect users and their assets so that customers
can feel safe and secure while utilizing the service.
Pizza 4P's understands this and offers free parking as well as security guards to protect
customers' automobiles and personal things safe.
● Exceptions
Pizza 4P's did not overlook this crucial aspect of their service model. This is reflected
in the fact that Pizza 4P's has expanded the meal to include vegetarian pizza to accommodate
some special requirements consumers.
Pizza 4P's will gladly address any food-related complaints from customers. If there is a
problem or an error with the dish, 4P's pizza will replace it with a fresh one.
In the event of a service quality issue, internal employees will support the customer and
do everything possible to remedy the issue.

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4.1.4 Branding Strategies for Service

Aside from Pizza, the 4P's brand also includes Box 4P's, which is an online meal
delivery service. Box 4P's sells around 400 different foods, 70 of which are made by Pizza 4P's.
The Box 4P's model has been renamed Pizza 4P's Online Store in order to improve it.
Customers bring great products to the Pizza 4P Online Store, which helps them enhance their
health. From there, 4P's wishes to see more smiles on people's faces and bring peace to the
world.
As a result, we may deduce that 4P's brand approach is Branded House. Pizza 4P's
online has reused the logo of the primary brand, Pizza 4P's, when Box 4P's transitioned to Pizza
4P's online. The new brand name retains the word Pizza 4P's and simply adds the word "online"
to make it easier for clients to recognize while maintaining the same features and traits as the
primary brand's services.

Figure 4.2: Logo of 4P's services

4.2 Pricing strategy

A profitable service necessitates a business plan that allows for cost and profit recovery
through distribution, revenue generation, and pricing. Pricing services, on the other hand, is a
difficult task. For the 4Ps of Pizza, businesses use a variety of pricing approaches and strategies
to maximize revenue and align value and perks with the price customers pay.
Prices at Pizza 4P's are as follows:

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 Figure 4.3: Pizza 4P's menu
Customers with a respectable average income or greater are the ones Pizza 4P's targets.
As a result, it is clear that product prices fluctuate at an above-average rate, specifically:

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

Appetizer 50.000-200.000 80.000-160.000 150.000-

200.000

Main course 150.000- 150.000- 80.000-250.000 150.000-

400.000 350.000 850.000

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 Mide dish 40.000-80.000 100.000- 30.000-100.000 70.000-170.000
150.000

Dessert 40.000-150.000 50.000-60.000

Drink 40.000 -150.000 30.000-70.000 18.000-35.000 45.000-95.000

(per glass) (per glass) (per glass)

When it comes to offering products and services, Pizza 4P's largest problem is to design
items that are affordable for customers while yet meeting the company's revenue goals. As a
result, Pizza 4P's considered a price proposal based on three elements in order to arrive at a
suitable price:
- Cost-based pricing
- Value-based pricing (Customer-based pricing)
- Pricing based on competition.
4.2.1 Cost-based pricing

Every product has a cost associated with it. Due to the intangible character of the
service, cost measurement becomes more challenging for this sort of service. Pizza 4P's uses
an activity-based cost-based measurement method (ABC management system) to conveniently
assess costs. This method addresses each step in the service delivery process and delivers cost
information for each phase.
The cost of outsourcing services is currently rising, and the high cost of imported goods
has had a significant impact on the cost of services and goods. To maintain a reasonable and
competitive market price, Pizza 4P's strives to reduce input costs such as production and
transportation costs by: self-producing dairy ingredients such as cheese, forming cooperative
relationships with Thien Sinh farm to ensure freshness, and offering low-cost fruit and
vegetable products. As a result, production costs are reduced while product and service quality
are maintained.
4.2.2 Value-based pricing (Customer-based pricing)

Pizza 4P's pricing approach is focused on product value and customer perception, with
the purpose of spreading happiness and positive energy through its services. Especially when
targeting customers in the mid- to high-end bracket. Customers at Pizza 4P's demand not only

21
delicious and safe products, but also a particular level of service value, therefore they are
willing to spend more for items/services that they believe are worthwhile with the benefits that
that product or service provides.
By expressing product messaging through service providing, the 4Ps add more value
than just a product to address consumers' eating problems. Pizza 4P's pricing approach is also
dependent on the customer's perceived value, which is determined by:
Net Value = Perceived Benefit – All Perceived Cost
Perceived Benefit of Pizza 4P’s
- Using environmentally friendly industrial practices to reduce negative environmental
impacts. Natural, chemical-free ingredients sourced from the farm. Without the use of
pesticides or chemical fertilizers, Thien Sinh Farm - Pizza 4P's partner uses a 100% natural
growing approach. Furthermore, the farm aspires to a production model that assures the safety
of farm officials and staff, as well as residents of the community and customers who purchase
the product. Create manufacturing techniques that protect both consumers and the environment.
- Delicious and safe creation of handcrafted cheese. Pizza 4P's does not import cheese;
instead, it manufactures homemade cheese products with unique flavors accessible exclusively
at Pizza 4P's, such as Burrata cheese, which is fatty, soft, and buttery, and Mozzarella cheese,
which is milky and soft.
- Professional and prompt customer service: assistance with ticket bookings by internet
or phone, prompt delivery, convenient and diverse payment options, customer event support...
- Service that promotes thoughtfulness: enthusiastic consultants who exemplify the
Japanese spirit of "Omotenashi," or the dedication demonstrated by the staff's considerate
activities.
- Customers will enjoy the environment because it is warm and luxurious without being
uncomfortable. Consumers are also given an exciting experience by characteristics such as the
design of the waiting room, the dining tables facing the kitchen space, and so on.
4.2.3 Competitor-based pricing

If consumers do not see a difference in value between items and services offered by
similar businesses, they will choose the lowest option for themselves. Price rivalry becomes
more intense when:
- More and more competitors.
- More and more suggested alternatives.
- Wider distribution of competitors and/or alternative offers

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 - Increasing surplus capacity in the industry.
Based on Table 2, it can be seen that Pizza 4P's product is more expensive than its
competitors. This difference stems from the entire value that Pizza 4P's products and services
provide, which is higher than competitors' due to improved customer perceived value. As a
result, Pizza 4P's is committed to the values that customers can receive by focusing on the
quality of its products and services. However, information about competitors' prices must be
gathered so that Pizza 4P's can compare its pricing approach and make relevant revisions.
4.3 Distribution strategy

The purpose of firms when they produce and do business is for consumers to consume
their products. As a result, businesses must have a distribution technique that is appropriate for
the target audience as well as the product's qualities in order to assist consumers conveniently
consume and use their products/services.
In addition to supplying products to customers, Pizza 4P's must also focus on offering
services (experience, performance, and solutions), despite the fact that services cannot always
be saved. can be kept.
As a result, Pizza 4P's must pay attention to three primary flows during the product
supply cycle:
- Information and promotion flow: The purpose is to assist customers interested in
purchasing and experiencing services by disseminating information and promotional
techniques to them.
- Bargaining Flow: Towards agreement and negotiation on service features as well as
consumer incentives to agree and consent to pay for the service.
Product Flow: For services that require outsourcing, installation, or delivery by vehicle,
a distribution plan necessitates the creation of a delivery network, or sites, or local affiliates.
4.3.1 Distribution channel system
Customers must be present throughout the service delivery process, from the beginning
to the finish of the transaction, to use Pizza 4P's business service. As a result, Pizza 4P's faces
a significant barrier in selecting a handy location. The location of a service provider must be
determined by the location of the potential customer's home and business, as well as traffic...
Pizza 4P's is now using direct distribution channels via online and offline channels in a few
key cities...

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4.3.1.1 Offline distribution
Pizza 4P's now has around 25 locations in five major cities: Nha Trang, Ho Chi Minh City, Hai
Phong, Hanoi, and Da Nang - all of which have dense populations, significant levels of
urbanization, and high average incomes.
Department stores, vending carts, and exclusive stores are examples of offline stores.
Customers can come to the store to experience the environment while also receiving extra
services in addition to the store's items under this type of distribution.
How Pizza 4P's provides service in a brick-and-mortar setting:
- Ministries: In order to achieve maximum geographic coverage, Pizza 4P's opened
numerous locations across major cities, particularly Ho Chi Minh City. Mobile vending carts,
on the other hand, can suit client needs while taking up minimal room.
- Placed in multi-purpose facilities: For the convenience of clients, several Pizza 4P's
restaurants are located in commercial centers that provide multi-purpose facilities such as
restaurants, stores, banks (or ATMs). When a customer decides to use the service, they must
travel...
4.3.1.2 Online distribution
Website: https://online.pizza4P’s.com/? View = vn
Pizza 4P's Online Store is still a relatively young venture. Pizza 4P's online store, like
its business, seeks to give the greatest food for clients while also attempting to provide an
authentic shopping experience. At Pizza 4P's, we're working to improve our technology-
assisted service delivery.
- Ordering apps can be used on a smartphone. Customers can now access to the restaurant's
services at any time and from any location thanks to the advancement of smart phones and the
Internet.
- Creating a website that can provide information, accept orders, and serve as a service delivery
channel while also providing information-based customer assistance.
The new Pizza 4P model is designed to cater to customers who are located far away, unable to
view and experience products/services in person, or who prefer to avoid social contact.
Furthermore, the creation of Pizza 4P's website on the Internet creates advantageous conditions
for: - Collecting statistics on information search behavior and customer information search
behavior - Quickly collecting consumer feedback
- To sell services, create online communities.

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4.3.2 Distribution intermediaries
4.3.2.1 Shipping unit AhaMove
Pizza 4P's brand growth plan includes online sales and delivery. As a result, Pizza 4P's
delivers services through AhaMove, an intermediary transportation unit. AhaMove has fulfilled
a huge number of orders, maintained product quality at all times, and improved the service
attitude of the drivers in the style of Pizza 4P's: "Welcome customers with all your heart!"
The service costs between 20,000 and 40,000 VND and is only available in five cities:
Hanoi, Nha Trang, Ho Chi Minh City, Da Nang, and Hai Phong.
The following is thorough information regarding AhaMove's operation procedure and utilities
for customers:

Figure 4. 4: Operation process and utilities of AhaMove

25
 Figure 4. 5: Operation Process and Utilities of AhaMove

Figure 4. 6: Operation Process and Utilities of AhaMove

4.3.2.2 Payment unit Momo

To make the payment process more efficient and convenient for customers. Pizza 4P's works
with Momo, a payment middleman. Momo users may combine a variety of restaurant offerings
with e-wallets, including:
- Get e-wallet gifts on a regular basis
- Using a restaurant voucher or an e-wallet
- Providing presents while using the service

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- Integration with various payment methods
In addition, to protect consumers against risks when using e-wallets, Momo Wallet also
has a number of measures to secure customer information such as:
- Using recognized certificate security technology, fingerprint security technology…
- Account security policy, handling emergencies
- Use account authentication methods.
4.3.3 Distribution strategy

Pizza 4P's distribution centers are known for their in-store quality control. Pizza 4P's
wishes to retain strict control over its products and services in order to preserve a positive
image. Furthermore, Pizza 4P's goods must have consistent quality, food safety, and hygiene,
and they must be made using a complex and high-tech method.
As a result, Pizza 4P's has carefully chosen middlemen through whom to distribute its
products. Pizza 4P's can better control its image and brand value with this distribution method,
but it incurs higher expenditures to maintain the service.
Basis for Pizza 4P's to choose distribution channels: After ten years of operation,
Pizza 4P's distribution system has only grown slowly, with just over 25 outlets countrywide.
Pizza 4P's, as can be seen, carefully selects distribution networks based on the following
criteria:
a. Based on distribution goals: Pizza 4P's has strategically placed restaurants in the middle of
the market to achieve its distribution goal of offering safe, high-quality products and spiritual
value to consumers in the middle segment. The city center is a high-income area. This ensures
that the company's brand image is as effective as possible for your target market.
b. Based on the characteristics of the market: Understanding the characteristics of consumers
in the target market and their consumption size on the basis of analysis, selecting whether to
organize more or less distribution in the region.
c. Based on business products: Pizza 4P's product characteristics are a sort of service that
centers around core items and requires customers to be present while the service is being
provided. As a result, branch openings are done gradually and with care to assure the quality
of the products and services offered by businesses.
d. Based on the capacity of the business: Pizza 4P's distribution forms go through a rigorous
selection procedure and are managed utilizing a management strategy inspired by Japanese
culture. Restaurant branches are guaranteed uniform quality if their financial status is solid.

27
e. Based on the competitive will of the business: Pizza 4P's aspires to be the market leader,
effectively competing with other brands in a slow but steady manner. As a result, rather than
extensively dispersing its restaurants, Pizza 4P's performs market research and vets potential
partners more thoroughly before deciding to distribute or work with middlemen.
4.4 Promotion strategy

4.4.1 Who - Target audience

Young people are the target audience for Pizza 4P's marketing approach; this audience
enjoys experimenting and is always looking for new individuals.
4.4.2 What - The message to convey

Each Core Value comprises messages and communicates the Pizza 4P working style's
common spirit. Each member represents the spirit of Pizza 4P's to everyone around them when
they comprehend and apply Core Values to daily work. The spirit of "Omotenashi," which
means "welcoming guests with all your heart" and "showing Japanese hospitality," is the
framework for all Pizza 4P activities. Not simply fulfilling chores, Omotenashi offers
compassion and attentive service to consumers, "giving joy, sharing happiness." It's reflected
in the tiniest elements, such as the workers learning how to sprinkle the topping and cheese so
that each piece of cake has a full topping. "We want to share happiness," Sanae explained,
"therefore the cake must be divided such that every piece of cake has a flavor of happiness."
Pizza 4P's message is to provide rich experiences, allowing each consumer that steps
into a Pizza 4P's location to gain thrilling and rewarding benefits. "Smiling for Peace Around
the World." 4P pizza makes people happy, and those happy people are the "catalysts" that help
people enjoy the taste of permanent happiness and inner serenity. Pizza is a gateway to a soul
that is completely relaxed. Positive energy is disseminated throughout the eating experience,
and each diner leaves with a small amount of positivity. With the goal of "fresh, inexpensive,
and safe," Pizza 4P's opted to produce its own cheese rather than importing it. Make the world
a happier place by spreading smiles. With the aim that everyone finds inner peace and their
hearts are filled with love and pleasure, Pizza 4P's was created. Pizza 4P's aspires to create a
world where people respect one another and value the earth, our society, and our own existence.
Furthermore, Pizza 4P's sends out tiny messages to customers in the form of short and
succinct forms that are posted on the restaurant's website, Facebook page, or as a present with
a message.

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4.4.3 How - Through a variety of communications channels
4.4.3.1 Messages Transmitted through Traditional Marketing Channels
Pizza 4P's has a wonderful marketing plan for promoting unusual meals, dishes, and
distinctive settings that have impressed clients who come to use the service and share their
experiences on social media. This product's experience videos have a big amount of views and
are widely shared on YouTube. Young individuals who enjoy new experiences and are always
looking for new things are the target audience for Pizza 4P's marketing strategy. Taking
advantage of this curiosity by releasing videos from YouTube channels with such a small
subscriber base will be a very effective natural means of communicating.
● Advertising
Pizza 4P's uses its website, Facebook, and other social media platforms to post articles
about new collections, organize programs, and so on. Pizza 4P's constantly updates pertinent
information on its website and Facebook page. mandarin. To enhance client reach and provide
more product information, visit businesses to launch seasonal delicacies or unique occasions.
Furthermore, whenever Pizza 4P's introduces a new dish, there will be experience films with a
large number of views. The preceding positive media effect gave the opening sale a
considerable boost. Customers' curiosity and attention are piqued by these product experience
videos, which are widely shared on YouTube and receive a huge number of views. In addition,
Pizza 4P's uses social media to respond to client questions. 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"
We post articles on Facebook, Instagram, and the main website whenever we introduce
a new dish, Pizza 4P's. Pizza 4P's has added Pizza noodles with bean paste and shrimp paste to
their menu on March 4. The cake, which recently debuted, has piqued the interest of many
customers who are intrigued by the Vietnamese-Italian food pairing. The cake costs 140,000
VND and does not come in a variety of sizes like other pizzas. Guests are unable to request
that the chef make the foundation thin or thick.
Pizza 4P's sparked interest when it posted photographs of pizzas with the numbers 1-0-
2 to pique customers' interest. In addition, the first image of this dish has 9.5 likes, 22 thousand
comments, and 2.9 thousand shares, indicating that it has a high virality. When using Social
Media as the primary method of informing clients, Pizza 4P's has established a very effective
communication effect since its start. Not content with that, the images of the pizza with
vermicelli and shrimp paste sparked debate with the comment, Organic Traffic.

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 There are also experience videos with a lot of views. When many consecutive days
were regarded as the first "sold-out" of Pizza 4P's during the opening phase, the preceding
excellent media effect produced a tremendous push. This product's experience videos have a
big amount of views and are widely shared on YouTube.
● Public Relations
➢ Pizza 4P's combined with Vietcetera exclusively with the theme "Peace for the
Earth"
Pizza 4P's with environmental awareness campaigns and ongoing endeavors to achieve
the aim "Make the World Smile for Peace." Businesses have been increasingly cognizant of
their roles and obligations as the effects of climate change have gotten more significant in
recent years.
Pizza 4P's is a pizzeria that also manufactures and sells other products to convenience
stores and supermarkets, such as cheese, yogurt, and pudding. Because yogurt jars are made of
glass, they can be cleaned and sterilized before being reused. Customers can return glass jars
to Pizza 4P's restaurant and receive modest presents from the restaurant, such as cheese, yogurt,
or pudding, as a thank you.
This campaign will generate some income, but it will also serve as a kind of marketing
since when customers return the jars, some will intend to eat at the restaurant, increasing sales.
4P's collecting and reuse of yogurt and pudding jars has received a lot of donations from you
in the last four months, with more than 2,235 jars donated since 4P's began its recycling
initiative. Make use of this jar made of glass. Through Pizza 4P's sustainable campaign of value
that businesses provide to society, as well as the objective "Make the world smile for peace."
➢ Campaign to celebrate International Day of Peace September 21, 2020
On September 21, as part of a campaign to commemorate the International Day of
Peace, the Pizza 4P restaurant chain collaborated with Ki Saigon to develop Pizza. peace" by
combining elements typical of countries in war. The concept is that if you can blend the flavors
of these countries on a pizza, you can do so elsewhere in the world.
According to Campaign Brief Asia, the project was completed in a matter of months,
with chefs Shotaro Hirukawa and Natsumi Kobayashi collaborating with Ki Saigon to create
three "Peace Pizzas," highlighting the conflict between Israel and Palestine, India and Pakistan,
and the United States and China. "Celebrating Peace and Tranquility," they fashioned 27
distinct handmade flowers in each pizza box. Each flower is made up of the colors of each of
the warring parties' flags. 250 specially designed boxes were displayed as a piece of art dubbed

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"Garden of Peace" at one of Pizza 4P's outlets as part of the campaign, with all sales going to
the UN PeaceBuilding Fund.
➢ Pizza 4P's "Table For Two" charity project
Pizza 4P's has been more common in recent years, with the brand's social activities
becoming more dense. The charity project "Table for two," which involves deducting 1% of
the company's income to provide meals full of smiles to youngsters in Van Ho district, Son La
province, is one of the most notable.
Furthermore, serving healthy meals is the "social" nature of turning 4P's into a viable
restaurant chain. Employee satisfaction, community engagement and contributions, and,
ultimately, research and development of a menu that includes a variety of healthy dishes are all
priorities for Pizza 4P's. About a quarter of the appetizer menu at 4P is vegetarian, and the
restaurant offers a variety of vegetarian selections. This is also one of the initiatives aimed at
encouraging customers to eat a more balanced and nutritious diet.
➢ Campaign to protect the environment and use Whey water on the farm
Food waste is one of the most serious issues of any food service strategy. Pizza 4P's is
now exploring a number of unique and inventive solutions to address this issue, such as
repurposing whey juice from the cheese production process for use in restaurant dishes and
drinks, or converting organic waste from food waste into valuable items utilizing earthworms.
Furniture, such as restaurant tables and chairs, is also created from recycled materials, in
addition to employing plastic straws.
In addition, 4P's plans to drastically minimize food waste across all branches, switch to
take-away packaging, use clean electricity generated by the sun, and devote more time to
activities. action in the community.
● Personal Selling
Pizza 4P's also uses personal selling, direct marketing, and digital marketing to great
effect. Pizza 4P's always eagerly advises and supports, assists customers in introducing meals
and reservation services, and uses today's prominent social networking sites to communicate
information to customers. Diners will encounter a team of attentive and ordering employees
who can readily advise on dishes and accept payment in a variety of ways when they visit the
restaurant. The crew is always informed about tastes and meals, immediately recognizing the
demands of clients and providing attentive and prompt service.
According to the report, the exceptional service, in addition to the delicious cuisine, is
what keeps almost 100 percent of guests returning to Pizza 4P's. Customers always feel like
actual gods when they come here because of the focused service approach. So, to have lunch
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in a warm but opulent setting with traditional Japanese hospitality. The unique aspect of 4P's
is that clients can eat while watching the chef prepare the cake right in front of their eyes. Sales
personnel contribute significantly to transmitting specific dish information to clients, in
addition to marketing on social networking sites and setting up a website for visitors to readily
find out about food information.
● Sales Promotion
To entice customers, Pizza 4P's rarely offers incentives around significant seasonal
holidays, new store openings, or food releases. Pizza 4P's held a Happy Hour deal at the start
of July 2020. Every day from 11:00 a.m. until 18:00 p.m., there is a Happy Hour (Buy 1 Get
1) promotion. 4P's craft beers, as well as the red and white Sangria restaurant, are part of the
program.
Customers may also sample brand-new cuisine created just for Craft Beer Bar diners.
Happy Hour will be offered at all Pizza 4P locations around the country. Pizza 4P's offers craft
beers such as Dalat Whey Stout, KAGUA Roast, Premium Lager, Session IPA, Yuzu Wheat,
and Whey Cider at this new location to attract diners who want to try something new.

Figure 4. 7: Happy Hour Campaign picture

4.4.3.2 Messages Transmitted through Internet

● Online advertising
Pizza 4P's uses social media sites like Facebook and Instagram to reach out to
customers. Pizza 4P's always mentions detailed information about the program to organize the
live baking session, new dishes, campaigns, company awards, and so on on the Website to help
customers capture annual information. Before going to the store, find out more about the

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restaurant and the cuisine. Pizza 4P's also benefits from promotional pieces on Facebook and
Instagram, which help them generate income and attract more consumers.
● Company’s website
Pizza 4P's uses its own website for a range of communication responsibilities, such as
exhibiting the brand's ingredients and baking process, as well as the company's own
achievements and accolades, all of which are available on the website. firm to boost consumer
awareness and interest, publish information about their meals, and answer customer inquiries
Deliver shopping information immediately on the website, enable two-way conversation with
customers via email, and integrate with Facebook Messenger. Customers can also order via
phone number or provide information on the website, according to Pizza 4P's. Customers can
also register for events and seminars directly on the Pizza 4P's website by entering their details.
The innovators at Pizza 4P are always looking for new ways to increase the appeal and usability
of their websites by providing personalized content that differs widely across service
categories.
The new online table reservation system on the pizza 4P's website has also been
upgraded with useful features that make everything easier for consumers, such as: Simply enter
the customer's location and reservation information (number of guests, date, and time) and the
system will generate a list of restaurants that meet their needs. If no tables are available at any
of the branches, the system will recommend flexible hours close to the desired time, or you can
sign up on a waiting list and staff will contact you with feedback on the field. If reserving a
table is not possible, you can do it directly from the Google Maps interface. When searching
for Pizza 4P's with the desired location, click the "Book a Table" button to quickly reserve a
table.

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 Figure 4.8: Pizza 4P’s website

4.4.3.3 Messages Transmitted through Service Delivery Channels

● Service Outlets
Customers are approached through a service delivery environment, with the
deliciousness of the pizza, the staff's smiles, the satisfied feedback, and the store's design being
common elements. In a space rich with Vietnamese culture, Pizza 4P's uses the philosophy
"Exchange, Share Happiness," deeply engaging with family and friends via meeting and
sharing. Create a project that incorporates both Vietnamese and Japanese cultures and adheres
to the restaurant's philosophy of providing a welcoming and familiar dining experience. Give
customers a nice experience while entering the open kitchen space to optimize the landscape
view. The restaurant's layout is centered around the kitchen, which features the restaurant's
famous pizza oven.
Another element is the company's reputation for style and ingredients, which includes
the fact that their products are never-before-produced cheeses made with fresh organic fruits
and vegetables. with the help of local farmers They appear to be on a mission to bring and share
happiness as a result of this. Things to accomplish in order to incorporate "Pizza 4P's" into the
interior design of the new "The Emporium" store. With a light, welcoming, dynamic, and
fascinating design, Pizza 4P's has removed much of the stuffiness, offering an open and
comfortable atmosphere for families or couples to have a fantastic time. In addition, recycled
glass is used for the Terrazzo aggregate, and the beverage counter is composed of a special
board produced from compressed trash. Indigo is a color that is adored by both Japanese and
Vietnamese cultures, and it is utilized as an accent color and a mark of respect in both. The

34
characteristic metallic shine of brass as an accent helps to tighten the space and include luxury
as an aspect.
● Frontline Employees
From the beginning, customers' perceptions of Pizza 4P's have been shaped. The name
Pizza 4P's - Personal pizza platform also reflects the store's mission, which is to give each pizza
its own distinct personality and quintessence. From the start, Pizza 4P's self-produced food
concept was used with all-handmade components, including cheese, sauces, and desserts.
Initially, they were exclusively created for use in restaurants, but as customer demand for clean
food grew, Pizza 4P's expanded and began distributing ingredients to hotels and restaurants. In
the city, you have a reputation and credit. All Pizza 4P products are made in-house, under close
supervision, to assure product quality and safety for clients. Customers' favorite hand-made
cheese products are molded with care by 4P's cheese artists to bring out the greatest product
condition.
Pizza 4P's also started and upgraded its home delivery service in response to client
feedback and surveys. Pizza 4P's received comments that the delivery was not on time, the
pizza provided was not hot, the packaging utilized too much plastic, and the hotline ordering
process was not optimal during the implementation of the door-to-door delivery service. Pizza
4P's has also supplied a variety of new services to enhance, including self-deploying a delivery
service without using a third party to ensure on-time delivery, introducing an online ordering
platform, and providing delivery service. precise directions for meal preparation and reheating,
use of insulated bags purchased from Australia to keep food fresh and hot, and biodegradable
packaging
Pizza 4P's personnel is the one who contacts and serves customers in person, by phone,
or via the website, in addition to providing enthusiastic and attentive Japanese-style service.
Customers will receive booking information, payment, and support from the store's personnel,
and problems will be resolved in the most passionate, fun, and accurate manner possible.
Customers' perceptions of the value and quality of the food served by Pizza 4P's have been
influenced by these factors.
4.4.3.4 Messages Originating from Outside the Organization
● Word of Mouth
Advertising is not a priority at Pizza 4P's. The greatest approach to advertise Pizza 4P's
is by word of mouth, and the restaurant owner and chef's role is to focus on the cake's quality.
The majority of Pizza 4P locations do not advertise, instead relying on word-of-mouth and a

35
solid reputation to attract consumers. 4P's has become a phenomenon thanks to the word-of-
mouth effect, diners' trust, and the curiosity of others who have yet to try this "mythical" pizza.
The last but most successful approach is word of mouth, because nothing is more reliable than
firsthand experience. At the beginning of 2015, while Pizza 4P's restaurant in Hanoi was still
unpromoted, a prominent figure in the startup sector accidentally captured a photo and put it
on Facebook. The photo has over 1,000 likes and 168 shares, which is more than enough to
keep the eatery busy for the next three weeks. So far, this strategy has worked; most of the time
slots are filled, and clients who want to visit Pizza 4P's must usually make a reservation. As a
result, Pizza 4P has the strongest presence in the competitive Vietnamese culinary market due
to its intrinsic quality, value, and employee training.
● Blogs - A type of online WOM
Service businesses are increasingly reading blogs and using them as a form of market
research and immediate feedback. Blogs are growing as a new type of social interaction on the
Web: a broadly distributed yet completely connected debate on any imaginable topic, including
consumer experiences with service firms, according to Pizza 4P's marketing. Many bloggers
currently use Youtube to publish reviews of the food and services at Pizza 4P's restaurant that
they have personally experienced and felt, attracting a lot of attention from the public as a result
of the video review provided.
More precisely, when Pizza 4P's introduced "Pizza with vermicelli and shrimp paste,"
there were a slew of experience films that received a lot of attention. Customers were piqued
by the prior curious effect of the media when, at the opening for sale, this was regarded the first
meal to be "sold out" for several days in a row. This product's experience videos have a big
amount of views and are widely shared on YouTube. After 5 days of broadcasting, a channel
like "What to eat today" with 342k subscribers garnered 207k views. After 7 days of airing,
"Saint TV," which has 713k subscribers, earned 185k views. Or consider the channel "Oops
Banana," which has 3.5 million subscribers and 604k views. In addition, there are several
review videos regarding this dish that are presented on a variety of youth-oriented channels.
Young individuals who enjoy new experiences and are always looking for new things are the
target audience for Pizza 4P's marketing strategy. Taking advantage of this curiosity by
releasing videos from YouTube channels with such a small subscriber base will be a very
effective natural means of communicating.

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4.4.3.5 The role of Corporate Design
To facilitate recognition and reinforce the desired brand image, service restaurants
utilize a consistent and distinctive visual design for all logical elements.
In the restaurant's design, use consistent colors. We can observe the distinctive
restaurant design with neoclassical architecture blended with a bit of antiquity, embellished
with amazing nostalgic rustic wall tiles, when we look at Pizza 4P's restaurant. When guests
enter the restaurant, they will be greeted by a spacious and airy environment. The restaurant's
decor is designed in a contemporary style that is both appealing and impressive to diners. The
entire room is covered with light-filled glass, making the restaurant appear more brighter and
more prominent, which is extremely true to Pizza 4P's restaurant design goal of an open and
vast environment.
Make the restaurant's name a focal point of the design. Pizza 4P's stands for "Pizza for
Peace," or "Pizza for Mindfulness." Bring Joy, Share Happiness, as the tagline says. Not only
is the food "wow," but before the diners raise their hands to express that they require service,
the personnel must put themselves in the customers' position to comprehend what they require
before they know it.
Instead of a name, Pizza 4P's employs a trademarked symbol as their primary symbol.
Pizza 4P's is likely the most well-known company logo, appearing in all touch points such as
restaurants, employee uniforms and packaging, and all company communications materials.
4.4.4 Where & When
Food and location-related marketing efforts are normally highly precise, but when goals
are clearly specified, promotion timing is also scheduled, usually 1 to 1, 5 to 2 months prior to
the holiday.
4.5 Service processes management
4.5.1 Service processes
4.5.1.1 Act 1: Prologue and Introductory Scenes
Customers will book a table using the internet website to assure a guaranteed spot to
eat, which is the first activity of Pizza 4P's. It takes about 15 minutes to complete the booking
processes, after which a staff member will phone to confirm your seat before the time you have
reserved. The voice of the staff is usually soft, pleasant, and concise. After that, the customer
will proceed to the dining area, park the car, and confirm the table number and time at the
reception counter (including the part where the staff will lead the customer to the table that the
customer has booked).

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 W (risk of waiting too much)
+ Customers ordering pizza online may have to wait a long time because 4P's cannot guarantee
when the table will run out.
+ There will be many people booking a table at the same time frame, waiting for confirmation
from the reception makes customers wait.
+ There will be many people reserving a table at the same time frame, waiting for confirmation
from the reception makes customers wait.
F (fail mark)
+ Because verifying each order takes time, clients may not receive hourly repair calls from
staff.

Figure 4.9: Act 1: Prologue and Introductory Scenes

4.5.1.2 Act 2: Delivery of the core product

At this point, customers will be able to try out the main product of the service they have
ordered. This phase is split into three sections. The staff will dress neatly with the goal of
pleasantly presenting the menu to the visitors, introducing meals, and taking notes on the dishes
that they have ordered. The order will then be delivered to the kitchen, where the food will be
cooked (this is one of the most important steps because if the customer fails to do it, it will

38
create a bad impression of the service). The customer then asks a drink, which is brought to the
table and poured for the guest; if the guest requires additional filtered water, it should be
indicated.
W (risk of excessive waiting)
+ If the projected time of the first customer's dinner exceeds the expected time of the second
customer's dinner, there may not be enough tables for the next client, leading the customer to
wait.
+ Orders may contain errors, such as staff forgetting orders or taking the wrong things.
+ Although staff are routinely refilled with filtered water, if they do not have special coverage,
they will overlook this procedure..
F (points fail)
+ Customers may be required to proceed to their seats without clear instructions from the staff.
+ Once a diner has picked what they want to eat, they must normally wait for the personnel to
return before the order can be read.

Figure 4.10: Act 2: Delivery of the core product

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4.5.1.3 Act 3: The drama concludes
Pizza and other meals have been set on the table for clients to enjoy in a calm environment with
soothing music. Finally, when the diner has completed eating and it is time to pay for the dinner,
many of the following aspects are frequently mentioned:
- Invoices are clearly paid, assuring accuracy from cashiers, and courteously handed by
personnel in the quickest time possible without keeping clients waiting.
- Express heartfelt gratitude to the customer and promptly resend the card (if the customer pays
by card) or deposit the money (if the customer pays in cash).
- Customers will wash their hands in the toilet after that, and the toilet must always be clean
and full with paper. When the customer arrives to pick up the automobile, the security guard
will direct the car to assist the customer, collect the ticket, and bid the customer farewell.
W (risk of excessive waiting)
+ When receiving orders, if there is an error that results in the wrong item being delivered, the
customer must wait for the item to be replaced.
+ Customers will have to wait a long period if they pay in significant amounts.
F (fail mark)
+ During the food preparation process, there may be instances where the dish is out of stock or
the kitchen supply is depleted.
+ In the food and beverage stage, each consumer will have a varied taste of food, making it
impossible to control the dish quality at each branch.
+ Invoice stage: invoice contains an incorrect number of goods, and the invoice is smudged
due to water.

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 Figure 4.11: Act 3: The drama concludes
W (risk of excessive waiting)
+ The toilet is under maintenance, and many people want to use the toilet at the same time, so
it takes a long time to pay.
+ Many automobiles are too alert to recognize their own vehicles fast.
F (fail mark)
+ Payment: Guests may be unable to pay due to a lack of funds.
+ Toilet: there is a foul odor in the toilet, or there are no shoes on that particular day, or there
is a lack of frequent inspection.
+ Returning the car: Because there were too many people out at the same time, the security
guard refused to assist me in returning the automobile.

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 Figure 4.12: Act 3: The drama concludes

4.5.2 Customers as co-producer

With a moderate amount of client contact, Pizza 4P's services require consumer
feedback to aid the company in producing and delivering the service and offering a high quality
of service. custom-made degree Information, personal efforts, and even actual assets are
examples of these inputs. To produce the service, this level of average client interaction is
required. Customer input that is unique For comparable results, standard service, supply
service, customer request service, and customer input (information, documents) are required.
Customers might ask for certain components to be added or removed from a dish, such
as cheese or the exclusion of tomatoes, onions, and other vegetables. It is a particular activity
in which the customer participates. into the preparation of that dish Pizza.
Customers can request services such as lowering or raising the temperature by turning
on the air conditioner. They can also ask staff to warn other customers if they are making too
much noise at the bar and it is bothering others.

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4.6 Physical evidences management
4.6.1 The Servicescapes Model
Identify and consider the essential dimensions of the service environment as a whole.
The degree of relevance of any individual feature to everything else is the key to effective
design. Internal customer and employee feedback can be classed into cognitive, emotional, and
psychological responses that lead to overt behavioral responses to the environment.
4.6.2 Behavior Consequences of Affect
Environments that are pleasant encourage approach, while those that are unpleasant
encourage avoidance. The underlying effect of pleasure on behavior is amplified by stimuli.
Increased stimulation can generate excitement in a pleasant environment, leading to a
more positive consumer response.
Increased levels of stimulation will place the customer in the "distress" zone if the
setting is unpleasant.
Customer loyalty is heavily influenced by emotions experienced during service
interactions.
4.6.2.1 The 4P’s create a pleasant environment in their approach
- A dish containing a never-before-seen combination of ingredients in a pizza.
- A unique flavor combination that isn't at all strange.
- There are extra side dishes to add to the richness and delectability of the meal.
- It makes me feel more at ease when I'm eating well with pals.
Unfortunately, many great dishes have yet to be consumed, so I will return with more friends,
eager to pay more money in order to eat old favorites and try new ones.
4.6.2.2 4P’s Social interaction between customers and employees
- The staff is always smiling and friendly to customers.
- The staff reminds customers of the reservation time from 20-25 minutes.
- Support staff to organize events (birthday, anniversary...) for customers...)
- Be consulted to choose dishes very enthusiastically
- The baker is always smiling to answer customers despite being busy.
- Employees are available immediately when customers have problems.
4.6.3 Internal responses of customers
4.6.4.3 Signs, Symbols, and Artifacts
Perception: They trust the staff, qualified chefs to produce each cake, each flavor taste
in food expertly and delicately prepared to meet the taste of even the most demanding clients,
as well as put their trust in the quality of the food with unique ingredients that other pizzerias

43
do not have. Excellent facilities and nice employees, on the other hand, help to build trust. As
a result, people will prefer to eat at 4P's over other restaurants.
Feelings:
- Atmosphere: Customers are at ease in their surroundings because the area at 4P's is
always big and airy.
- Mood: Stimulating - Directly watching the food being prepared and the anticipation
of enjoying the hot pizza that has just come out of the oven will provide diners with an
intriguing experience and stimulate the desire to eat when they are hungry due to the delay.
Furthermore, the stimulating and delicious ambiance created by a large number of individuals
waiting like you stimulates and provides a more appetizing mood.
Psychology: Feeling at ease: When visiting a posh restaurant, people are often
concerned of not feeling posh or of being noticed if they ask for something, but thanks to the
kindness and friendliness of the employees at 4P's: Customers will feel at ease and cared for if
they are treated with warmth, guidance, questioning, and regular engagement.
=> They feel comfortable and easy to raise their questions or requests.
4.6.4 Environmental dimensions
4.6.4.1 Ambient conditions
● Music: Soft musical instruments are used in the restaurant to create a relaxing ambience
for diners.
● Temperature: The restaurant is kept at a moderate and comfortable temperature to
ensure that diners are as comfortable as possible.
● Noise: Despite the fact that the central location is often crowded, each branch's unique
design gives a private area away from the noise outside and the hustle and bustle of city
life. This has given the restaurant a very personal feel, pleasing many diners who want
to unwind in a calm environment away from the outer world.
● Scent: When the dish is brought out, it has a faint perfume, though the smell of cake or
spices is not overpowering, but it is quite fragrant.
● Color: Despite the fact that there are many branches, 4P's branches always take center
stage with natural wood design and light brown and light yellow tones to create a
welcoming and bright environment for Pizza 4P's and restaurant a smidgeon of
romance among diners
4.6.4.2 Space/Function
Layout: It appears considerably larger than the size because it is designed in an open
environment. The restaurant separates the space via high partitions rather than having too many

44
private rooms or removing walls. These dividers are made of wooden grids to give the
restaurant room a light and airy vibe without being too private. Tables, seats, walls, and decor
accents are all expertly designed by architects with a basic, unfussy layout, giving the restaurant
a contemporary feel.
The pizza restaurant's kitchen is also arranged in an open and expansive manner. Diners
can sit at the counter and watch the chef prepare dishes and make pizzas if they choose. When
people come to eat pizza, they are greeted by an extraordinarily spacious and airy room, which
offers them a unique impression.
Interior: High-class sofa set, with iron material adjacent to natural wood material,
demonstrates high-class luxury, does not cause discomfort, and will satisfy customers because
it is worth the money spent.

Figure 4.13: Pizza 4P’s layout and interior

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 Figure 4.14: Pizza 4P’s layout and interior

4.6.4.3 Signs, Symbols, and Artifacts

Decoration style:
- Gray and indigo: The restaurant's eating section is decorated with gray walls, while the bar
is decorated with indigo, which is a favorite hue in both Vietnamese and Japanese cultures.
This design appears unrelated, yet when integrated, it creates a sense of intimacy with
consumers while maintaining the essence of a Western restaurant - a pizza restaurant.

Figure 4.15: Signs, Symbols, and Artifacts

- White light: The restaurant is set up to take use of the natural light. The entire space is bathed
in light, making the restaurant appear brighter and more prominent, in keeping with the
restaurant's contemporary style. When a location is well lit, it appears larger, which gives diners
more reason to be excited about their meal.

Figure 4.16: Signs, Symbols, and Artifacts

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- Signboard: The name and logo of Pizza 4P's convey the company's commitment to always
provide rich experiences, eliciting enthusiasm and optimism in every diner. Pizza 4P's hopes
that clients leave with a more cheerful and driven attitude. The restaurant name will be simple
to generate a sense of familiarity, and the 4P's Logo will be shown inside with warm yellow
lights, as shown below.

Figure 4.17: Signs, Symbols, and Artifacts

Figure 418: Signs, Symbols, and Artifacts

4.6.5 Put it together

Pizza 4P's not only sells pizza, but also a unique cultural experience that includes
wonderful cuisine in a lovely, calm setting while watching passionate pizza artisans perform.
4.6.5.1 Design with a holistic view
Customers find contemporary design to be incredibly appealing and remarkable.

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4.6.5.2 Design from a customer’s perspective
The pizza restaurant includes different spaces for guests traveling in groups of two,
three, or four, as well as large parties. Each section is split and separated from the others to
provide consumers with the appropriate privacy. Furthermore, the bar area for customers who
wish to watch the cooking is incredibly unusual, leaving a lasting effect on diners.
4.7 People management

Figure 4.19: Pizza 4P's Employee

4.7.1 Service Personnel as a Source of Customer Loyalty and Competitive

Advantage
Employees on the front lines are a significant generator of customer loyalty and help
businesses gain and maintain a competitive advantage. They are, in fact, a crucial input for a
company to deliver faultless service and strengthen its competitive edge because:
- They are the most apparent part of service, service provision, and a major determinant of
service quality.
- They represent the service provider and are the company in the eyes of the customer.
- Employees are the ones who determine whether the brand promise is kept.
- They play a critical role in sales generation, cross-selling, and revenue growth (Example offer
to buy more Pizza or drinks).
- The productivity of frontline operations is heavily influenced by frontline staff. Furthermore,
frontline staff are critical in anticipating client demands, tailoring service delivery, and
developing individualized customer relationships.

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 Figure 4.20: Pizza 4P's Employee
To provide customers with the highest level of service quality, Pizza 4P's staff must be
young, enthusiastic, and dedicated to their jobs; they must be the right and best people; they
must undergo months of training in accordance with Japanese standards; and they must be
dedicated to serving customers. tutorial. With the goal of creating a "open and welcoming
atmosphere," an environment where employees can reach their full potential. Pizza 4P's is more
than just a coworker; it's like being a member of a Big Family.
4.7.2 The Frontline in Low-Contact Services
Customers and the company's competitive position rely heavily on frontline staff. Most
service types, however, are moving toward contactless distribution channels like changing
centers and self-service choices. These rare service contacts, on the other hand, are critical -
they are "moments of truth" that assist raise customer awareness of Pizza 4P's service.
As technology becomes more prevalent, the service offered by the front line, whether
in person, over the phone, or via email or messenger, is becoming increasingly crucial to
customers and, as a result, an irreplaceable element of the business. A crucial aspect of Pizza
4P's marketing strategy is a lack of customer experience.
4.7.3 Emotional Labor
When there is a disconnect between how frontline workers feel on the inside and the
feelings the firm expects them to display to consumers, emotions erupt. Frontline workers are
supposed to appear cheery, mild-mannered, empathetic, guilty, or even display emotional
outbursts through facial expressions, tone of voice, and words.
Emotion is the most crucial aspect for Pizza 4P's, and the grin is the most important
factor here. Pizza 4P's has always made an effort to encourage and motivate its employees in
order to produce smiles as well as a comfortable and welcoming environment. These can be

49
compliments during the process; it's an incentive reward for employees who put in long hours
month after month and year after year. This is a team-building activity... From here, Pizza 4P's
can make employees happy, create a pleasant and intimate "Pizza 4P's family" culture, and
employees are no longer considered customers. Consumers are not the ones who need to be
serviced, but rather family members, allowing customers who come to experience the service
to become less separated by the environment over time. The ambiance is too quiet and "staff -
customers," but the laughter and joy they share throughout the meal will make up for it. When
Mr. Yosuke - Pizza 4P owner works with the employees nonstop, it makes them feel better
about their jobs. This has a significant impact on consumer happiness as well as loyalty to Pizza
4P's.
4.7.4 From the Cycle of Mediocrity to the Cycle of Success
4.7.4.1 Cycle of Mediocrity

Figure 4.21: Cycle of Mediocrity

Since its inception, 4P's has faced numerous challenges in the area of human resource
management, particularly in the area of combining two separate cultures, Vietnam and Japan.
The element of strict training that follows the standards is one of those challenges.

Figure 4. 22: Cycle of Mediocrity Features

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 There have been too many regulations that put employees under work pressure set by
the company, confrontations between individuals over job positions, and it is clear that Pizza
4P's has had challenges from its inception. Particularly in the management of Vietnamese
personnel - The founders used to force their way of working on Vietnamese staff, saying things
like "I want them to do this and that," leading to many people quitting their positions. Pizza
4P's has taken a lot of lessons from its mistakes. This has a significant impact on the staff's
mentality as well as the way they work, resulting in a lack of desire to create cooperative
relationships in order to better serve customers, thus making Pizza's customers 4P's unhappy.
In exchange, staff and customers have been patiently staying with Pizza 4P's because of the
consistent, stable wage and benefits, as well as the design of the not too restrictive job scope.
4.7.4.2 Cycle of Success
Any business wants to be a part of the success cycle. Particularly in terms of inspiring
and maintaining service workers who are enthusiastic and eager to give outstanding service.

Figure 4.23: Cycle of Success

● A long-term view of financial performance; companies that seek to prosper by
investing in people
Because the service cannot be isolated from the provider, people are the deciding factor
in the service delivery process. As a result, a restaurant's reputation is built on both its food and
its staff's service. Employee customer service training has become a primary priority for many
firms today, including Pizza 4P's. Mr. Takuya Oku, the manager of Pizza 4P restaurant, stated,
"People are the most important component in the restaurant business." That is why we teach

51
our employees on a daily basis and ensure that everyone is up to date. Employees work
professionally by investing in people in order to build a success cycle.
Furthermore, Pizza 4P's focuses on boosting new staff recruitment, capacity, and
experience, as well as annual employee training and retraining, while broadening the area of
work, providing in-depth training, and empowering frontline workers with competitively
competitive compensation. Encourage employees' efforts and contributions, resulting in
increased job satisfaction and improved service quality, resulting in more satisfied and loyal
consumers for Pizza 4P's.
● Attractive salary and benefits attract better job applicants
Pizza 4P's has proactively planned human resources at all levels through recruiting,
training, formulating policies and remuneration regimes, and improving material and spiritual
life for all employees in order to create a healthy and professional working environment for
employees, attracting high-quality human resources at home and abroad, in order to meet
strategic tasks and take advantage of opportunities.

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 Figure 4.24: Pizza 4P's Recruitment Claim
Pizza 4P's is developing and polishing processes and policies to reward, evaluate, and
reward personnel, including policies and wage systems to assure competitiveness, in order to
improve the efficiency of human resource management. The labor market's competition for
workers, as well as the method of evaluating employees based on their abilities.
The welfare policies at Pizza 4P are always being updated, including fundamental
benefits like insurance, proper New Year's holidays and yearly leave, and periodic wage
increases. The Company, in particular, has a strategy of awarding and rewarding individuals
and groups with outstanding achievements and technical advances in manufacturing, resulting
in increased company efficiency... Furthermore, Pizza 4P's Other product policies, such as
networking and team building activities, demonstrate the company's interest in its employees...
● More focused hiring, specialized training, and higher wages make employees
more likely to be satisfied with their jobs and deliver higher quality, responsive
customer service
In order to maximize the use of highly valued human resources' knowledge, skills, and
expertise in aviation activities, actively contributing to the development of Pizza 4P's. Training
is a vital policy to assist increase the quality of human resources, and it is one of Pizza 4P's top
priorities for employees, satisfying the Company's and employees' growth needs, specifically:
- Provide staff with stable jobs and encourage them to enhance their work efficiency and
quality.
- Pizza 4P employees' career orientation and future professional growth chances provide
employees with peace of mind, trust, and a long-term dedication to the job.
The goal of the training is to ensure that human resources have the necessary
professional qualifications to assure stable positions for employees, as well as to improve the
stability and quality of the workforce in accordance with the job position's needs. Furthermore,
Pizza 4P's continues to grow and improve its online training, which is both effective and time-
saving.
● Expanded job descriptions with empowering practices that enable frontline staff
to control quality, facilitate service recovery
Employees at Pizza 4P are given the freedom to improvise in order to solve problems
that arise during service. They approach their work with a mindset of proactive planning, deft
handling, and quick responsiveness to unanticipated scenarios that arise throughout service
delivery. Conflict with a customer, such as a health issue, or improvising during a service that

53
supports youngsters going out to dine alone are just a few examples. To maintain order and
avoid lowering customer service quality, the management team and frontline employees will
be the ones to deal immediately with unexpected occurrences.
● Regular customers are more likely to be loyal because they have a higher level of
satisfaction due to higher quality
Pizza 4P's prioritizes customer satisfaction across a wide range of consumer needs by
continuously increasing product quality. In addition, Pizza 4P's invests in the process of
providing services to customers. Customers create an atmosphere that is cheerful and familiar,
as if they are at home.
4.7.5 Human Resources Management - How to Get It Right
The goal of Pizza 4P's is to create a "Success Cycle." To do so, Pizza 4P's must first
and foremost appropriately manage its people resources, which may be accomplished in a
variety of ways.

Figure 4.25: The Service Talent Cycle

4.7.5.1 Hire the Right People

From the cooks who methodically create each pizza as if it were a work of art, to the
wait staff who ensures that each dish is loaded with love and flavor, to the owner who is
constantly striving to enhance the quality, as well as restaurant services
The most significant component in being able to recruit good personnel is still wage
and bonus because this is a measure of capacity as well as the recognition that Pizza 4P's gives
them. Employees will be more motivated to work if they are paid competitively. Furthermore,
Pizza 4P's provides employees with PVI health care packages, appealing incentive programs,
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competitive salary, attractive bonuses, monthly team building events... and many other
tempting incentives that are only available to members of Pizza 4P's. Pizza 4P's believes that
if employees are happy with their jobs and do it well, consumers will be happy and loyal to
Pizza 4P's as well.
To begin with, working in the Pizza 4P environment exposes you to a wide range of
people and social strata from all walks of life. This will cause you to rub a lot, learn a lot of
new things, and acquire a civilized culture. Employees can also use this time to enhance their
foreign language skills and put them into practice.
Second, because Pizza 4P's is so competitive, well-trained human resources will have
a lot of prospects for advancement. Most Pizza 4P's hire young people for positions that need
a lot of customer contact, so you'll rapidly gain a lot of experience.
Third, Pizza 4P's always has excellent employee policies, safeguards, and rewards. In
addition to a greater wage than the average, working at Pizza 4P's comes with comprehensive
employee benefits, including training courses, free meals, and so on.
4.7.5.2 Enable Your People
Pizza 4P's employs techniques to identify the greatest applicants in order to select the
perfect employee (providing candidates with a realistic view of the job...)
Candidates are recruited by providing a genuine appraisal of the work. Employees will
be given a "trial" during the employment process to see if they are a suitable fit for Pizza 4P's.
At the same time, the employer can see the candidate's reaction to the job's reality. This strategy
enables the organization to manage new workers' employment expectations.
Employers will see if employees have a fresh expression, bring positive energy, or ask
questions about conduct, about life to see how they behave in a face-to-face interview. The
examiner will then assign you a score and determine whether you are qualified or not.
Pizza 4P's also prioritizes employee satisfaction, volunteerism, and community
involvement. Employees at 4P's not only receive professional training, but also have the
opportunity to visit and practice at the restaurant's agricultural farms. Mr. Yuma Nagata, the
restaurant's Sustainability Manager, stated of the issue, "The restaurant's ethos is 'From Farm
to Table.'" As a result of training sessions at the restaurant's own farm, the staff will gain a
better understanding of the food production process as well as the challenges of producing
clean vegetables, from which you will appreciate the food. products, reduce food waste, and
explain the ingredients in the dish to diners.

55
4.7.5.3 Empower the Frontline
To provide "Career Development Opportunities," Pizza 4P's not only provides the
ability to directly solve customer-related problems, but also has the most professional and
dedicated training programs, with the desire to not only improve professional skills, but also
create conditions for long-term skills training (Customer service skills, complaint handling,
and customer support whenever they need...) members in various positions actively find out
strengths and weaknesses. Advancement in the career of Pizza 4P is always promising for those
who deserve it, given the current strong growth rate.
In each emergency situation, Pizza 4P's offers a number of strategies to empower and
reach personnel. It's critical to select a management strategy that fulfills the needs of both
employees and customers. Staff, for example, must be able to spot indicators of a customer's
poor health. Make the most of it from there, based on your training experience, to provide
prompt first aid to customers.
- When unusual events arise in the course of work, employees are given the authority to manage
them immediately (disturbing, noisy, customer conflicts)
- Employees are given the authority to improvise in response to some personal requests from
clients. Employees can provide support that is not stated by the profession, such as assisting
with mobility or assisting the elderly in transporting heavy goods. Customers must ensure that
they do not make noise for the remaining customers, according to rules; nevertheless, personnel
can aid customers in avoiding making noise for the remaining customers. items that are still
available
4.7.5.4 Build High - Performance Service - Delivery Teams
Human resource directors at Pizza 4P's recommend a variety of collaborative activities
and always teach effective employees based on the following criteria: Listening to and
appreciating everyone in the group's viewpoints; Recognize the circumstances; Think in
multiple dimensions and present a variety of viewpoints; Prepare ahead of time for any events
or inquiries that the employer may pose; Take no part of your teammates' share; Interrupting
or interrupting is not a good idea. dynamic and enthused; Do not remain silent; instead, wait
for your teammates to solve the problem. People should be encouraged. Always kind, pleasant,
and professional; Calm, cheerful, and upbeat; Never lose control of your emotions, never
become enraged, never lose your cool; Avoid gestures such as scratching your head, caressing
your ears, chewing your nails, pointing at others... Don't impose your thoughts on others; pay
attention to body language and avoid gestures such as scratching your head, stroking your ears,
biting your nails, pointing at others... Customers' attitudes, reactions, and cooperation will be

56
observed by Pizza 4P's through the activities listed above. friend. Make relevant remarks and
judgements from there.
4.7.5.5 Motivate and Energize People
Pizza 4P's aims to go above and beyond what has already been accomplished. The
organization is devoted to change and displays that it appreciates Pizza 4P's experience by
supporting and appreciating new ideas to improve work quality. Employees will desire to
achieve better and give more if they receive encouragement from their bosses.
Pizza 4P's has put in place a wage payment system based on worker productivity and
allocated work efficiency. Furthermore, the corporation has a strategy of honoring outstanding
achievements by individuals and groups. Some activities include:
- Periodically organized extracurricular activities, contributing to the culture of "Big Pizza 4P's
"family".
- Professional training program and organize programs for the community and encourage
employees to actively participate.
- Periodic reward program to recognize employees' contributions.
- Competitive/competitive welfare and leave regime, preferential service policy.
4.7.6 Service Leadership and Culture
Working in accordance with Japanese culture, Vietnamese employees' working
environments likewise adhere to Japanese norms such as punctuality and attention to detail...
Mutual trust is one thing that binds the restaurant's staff together... Pizza 4P's recognizes that
there are cultural differences between them and their employees (Japanese - Vietnamese). As
a result, Pizza 4P's has attempted to find a solution to all difficulties so that the two sides can
communicate and understand each other - and find answers in a common language.

Figure 4.26: Yosuke Masuko and Sanae Takasugi - Founder of Pizza 4P's
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 Pizza 4P's continues to be picky about who they hire because they value attention to
detail (which is a Japanese trait), and they want to maintain it in their hiring process. work for
oneself and to get to know one another Pizza 4P's will attempt to communicate to its staff the
significance of the details and the tale behind why they are so concerned with them (Recipes)
Pizza has its own set of regulations for toppings, such as how to cut a pie for 6 people to serve
8 people and how to top it with cheese to satisfy customers.
Furthermore, like Yosuke, the members of Pizza 4P are all dynamic leaders with a clear
vision in business or politics and the capacity to communicate with the workforce. And they
all have their distinct leadership styles, which is very important when it comes to developing
Pizza 4P's. Mr. and Mrs. Yosuke are the owners of the Pizza 4P's chain due to the influence of
Japanese culture, but this does not mean that they can only look down from above; they also
actively participate in the process of providing services to customers, such as assisting in the
preparation and serving of food to the customer's table.
Aside from the business plan, the corporate culture's strength provides a competitive
edge in the development of the company. Pizza 4P's focuses on instilling a Service Culture as
an identity and belief in each of its employees. Each employee's commitment and loyalty to the
organization, as well as the seamless collaboration in each position and the employees' faith in
Pizza 4P's decisions and regulations. The Pizza 4Ps culture will create a difference and provide
a competitive edge in the aviation human resources industry at that time.

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 SECTION 5: CONCLUSION
5.1 Services Product strategy
● Strength
When it comes to offering amazing customer experiences, Pizza 4P's service quality is
a success.
Pizza 4P's offers a wide range of foods, including pizza, pasta, salad, and dessert, all
with distinctive, creative flavors and exceptional quality, ensuring client happiness and a
delectable experience.
Customers may get all the information they need from the website and fan page.
The online table reservation system, which is available both on the website and over
the phone, is quite convenient and quick. Customers have a good chance of getting a table.

Staff that is knowledgeable and professional. With a genuine, welcoming approach,

constant observation, listening, and enthusiasm, painstaking attention to detail, and a thorough
understanding of clients' requirements and wants, we can best serve them.
The restaurant is light and airy, with a modern style that is luxurious and inviting. The
kitchen is laid out in an open plan. The chef's pizza making process is visible to customers.
● Weakness:
At Pizza 4P's, the taste of the meal varies from location to location. Because this is an
intrinsic aspect of the business and difficult to enhance, the service at each Pizza 4P's location
will vary from time to time. beneficent.
● Recommendations
Re-control the recipe and how to store ingredients in each branch to limit uneven taste.
5.2 Pricing strategy
● Strength
Customers are willing to pay the specified price since brands and items have a particular
aesthetic worth.
● Weakness
Do not use the methods of gaining points, consumer promotions, long-term service
customers, or customer appreciation events (birthdays, holidays, ...).
● Recommendations
To improve buy motivation and cultivate a loyal consumer base, use a rewards system.
Customers will be rewarded with points if they use the service. Customers should be rewarded

59
with incentives, discounts, or vouchers if they utilize the service frequently. Offer promotional
forms to clients on certain occasions such as holidays, anniversaries, birthdays, etc.
5.3 Distribution strategy
● Strengths:
Directly sell products and services at their restaurant. This makes it easy to obtain direct
client feedback and to deliver solutions to customers. The eateries are in the heart of the city,
in a densely populated residential neighborhood, and are easily accessible. To assist decrease
social contact during the pandemic, set up an online delivery mechanism. To ensure product
quality and customer happiness, focus on quick delivery times.
● Weaknesses:
Small branches, small branches, and a lack of space result in crowded tables and the
inability to meet a significant number of potential consumers.
● Commendation
More restaurant locations should be opened in major cities, strewn about in areas where
the most target clients can be found. In addition, the floor space may be changed, and sites with
a wide size and capacity can be used to satisfy the needs of additional customers.
5.4 Promotion strategy
● Strength
Keeping up with the evolution of social networks necessitates the committed efforts of
all departments on online channels such as the website, Facebook, and Instagram.... 4p's pizza,
on the other hand, did not focus on promotion at initially and instead relied on word of mouth
to attract customers.
The products are photographed, ornamented, and very appealing, which helps to
efficiently attract clients.
Customers will appreciate the convenience and initiative created by the use of
innovative space, furnishings, and sophisticated displays. Advertising content that is simple
and easy to comprehend. There are numerous environmental campaigns and actions.
● Weakness
Do not invest much in promoting the image of the dish like advertising on TVC,
Youtube.
Ads don't have much of a message.
No holiday promotions for loyal customers.
● Recommendations

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 The advertising message must be easily remembered by consumers; introducing food
creates a message or tale about the dish that leaves a lasting impression on diners.
Once a year, loyal customers receive a discount on important birthdays.
Pay greater attention to video ads on YouTube and in TV commercials.
5.5 Service processes management
● Strength
One of the things Pizza 4P's excels at right now is the process, because they believe that
"satisfying customers is the most effective approach to market."

For clients, Pizza 4P's has devised a rigid, methodical, but nevertheless neat, sensible,
and convenient operation approach. To enable customers have the greatest experience possible
when using the service, Pizza 4P's has minimized tedious procedures to optimize the operation
process.
Furthermore, the development of Pizza 4P's professional operating procedure has aided
enterprises in reducing management expenses, increasing brand value, and increasing customer
trust. This is also one of Pizza 4P's strengths in terms of customer service.
Aside from serving high-quality products, formal space is also a priority. The personnel
is well-trained and can read client psychology to provide the best service.
When you rent a room on the Internet, you can be sure that there will be a spot available:
20-25 minutes ahead of time, easy parking, courteous security guards, and professional seat
check.
Toilets are normally clean, there is no bad odor, and toilet paper is plentiful to meet the
demands of clients before they leave, ensuring that they receive the best possible service and
experience.
● Weaknesses
Each customer's opinion will differ during the dining process, and the quality of the
food is not uniform at some locations.
Even when they go to order early, certain locations are sold out when they ask for
certain dishes.
Customers will feel uncomfortable and frightened if they have to wait for a long time.
If some branches are too packed, employees will not be able to control the order of each table
and will forget or order the wrong food.
● Recommendations

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 To avoid confusion, collect consumer feedback, enhance products on a regular basis to
suit general taste, manage and monitor all recipes, and how to keep ingredients in each branch.
Dish positions are unequal.
Improve the preservation of goods and materials, and maintain product quantities so
that clients may get the meals they desire quickly.
A store manager is required to oversee everything from preparation to customer care,
as well as dealing with subordinates' issues if something goes wrong for a customer.
5.6 Physical evidences management
● Strength
As proven by evaluations and ratings on review sites such as foody, 4P's facilities are
considered as one of the most elegant and attractively built restaurants in both HCMC and
Hanoi.

Figure 5.1: Evidence from the comments or reviews on review websites

Figure 5.2: Evidence from the comments or reviews on review websites

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 Figure 5.3: Evidence from the comments or reviews on review websites

Figure 5.4: Evidence from the comments or reviews on review websites

Figure 5.5: Evidence from the comments or reviews on review websites

As can be seen above, on the 4P's rating scale of location, amenities, and space, all of
them are highly valued by customers, scoring above 8.0 and even receiving customer ratings
of 8.5 - 9.3 / 10. When consumers come to 4P's to use the service, they are very pleased with
the facilities.
● Weakness

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Despite the fact that 4P's is well-known and customers are satisfied with the quality of food
and amenities, consumers have made suggestions to improve the restaurant's service.
Before coming to eat, you must make a reservation and wait for a seat because crowding
diminishes visitors' desire to eat.
- One or two branches have an unsuitable temperature, creating noise from both the fan and the
air conditioner.
- A branch is located in a little alley, but there is no signage directing consumers to it, making
it difficult for them to locate it.
● Recommendations
In terms of amenities, 4P's restaurant has to extend its area and implement a reservation
management system in order to avoid losing customers due to late arrivals and empty seats.
Provide free water and snacks to visitors who are waiting for a table so they can sip, converse,
and relax while they wait.
Evaluate the area of facilities for visitors after each meal to see if they have improved
or not. Save each guest's information so that, when they've improved, you may check if they
have a higher rating for comparison and future improvement.
Because branches are in difficult-to-find areas, having a guide outside, demonstrating
interest, enhances the likelihood that people will return next time, despite the difficulty of the
location.
5.7 People management

Figure 5.6: Employee Retention in The Past 2 Years

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 ● Strength
Through the creation of a spiritual environment, the focus on enhancing the quality of
human resources has gained the trust of 4P members. As a result, not just between employees
but also between employees and customers, 4P's employees consider each other as a family.
As a result, clients will feel more at ease and satisfied.
● Weaknesses
However, there are still issues that the restaurant must address; the fact that the
restaurant is owned by a Japanese couple, Yosuke and Sunny Masuko, represents a huge barrier
for Vietnamese culture and investors.
● Recommendations
Yosuke and Masuko should devote more time to studying about the customs and culture
of Vietnamese people, with the goal of reconciling the two cultures of Vietnam and Japan while
maintaining positive attributes. Through its personnel system, the top cherry blossom country
in terms of customer service.
● Conclusion
Pizza 4P's is still one of the most successful restaurants with Strategies products and
services due of the quality of products given as well as the quality of attentive, committed,
enthusiastic service, providing with the criterion of bringing a smile.
In general, Pizza 4P's service is priced reasonably, making it ideal for target clients,
thanks to a mix of three pricing schemes. To achieve profitability, the corporation employs a
cost-based pricing approach that focuses on lowering production costs. Using a Customer-
based pricing approach allows the organization to increase the value of services provided to
customers. Furthermore, Competitor-Based Pricing enables organizations to consider adopting
suitable countermeasures against price adjustments by competitors.
Pizza 4P's current distribution strategy is to focus on the correct target market, which is
middle-income consumers in urban areas. As a result, the company's restaurant locations draw
a high number of visitors. Furthermore, Pizza 4P's aspires to develop an online distribution
channel system that serves as both a means of delivering information to customers and a means
of distributing products. Furthermore, combining shipping and payment intermediates
improves consumers' service experiences faster and more convenient.
4P's pizza's marketing strategy has proven to be extremely effective. There are viral
communication actions at each tool that are very appealing to consumers. Furthermore, all of
Pizza 4P's marketing initiatives have the same goal: to build and affirm the brand through high-
65
quality products and attentive service. Not only that, but the services provided by Pizza 4P's
are founded on the purpose of conserving the environment while maintaining the product's
worth.
In summary, the Pizza 4P's method has been refined day by day over the years and is
now nearly complete. From front to back, Pizza 4P's provides excellent customer service at all
phases of the customer journey, from online to offline. Assuring consumer participation in the
development of their service brand's image through the most authentic experiences, leaving
numerous imprints in the hearts of customers, and obtaining customer satisfaction with ease
when it comes to the translation process. This is where the incident occurred.
Overall, 4P's has done an excellent job of providing consumers with a pleasant and
comfortable environment and area. The decoration is both consistent with the restaurant's
qualities and in harmony with Vietnamese culture while dealing with guests, from the
architectural design for each restaurant to the smallest elements such as the surrounding wall
paint color. Staff that are kind and approachable contribute to a high level of customer
satisfaction.
4P has worked hard to gradually harmonize with the way Vietnamese personnel work,
starting with past failures and progressing to where it is now. Employees at the restaurant are
delighted because the workforce treats each other like family, not just among themselves but
also with guests. Because 4P's is focused on customer service and friendliness, the working
environment here is designed to be exceptionally pleasant, so employees don't feel like they're
at work, but rather at home. When clients arrive, they are treated as if they are a relative who
has just returned home, and they are served in a very comfortable and sincere manner, rather
than a customer-employee connection.
Through the principles, roles, functions, and procedures of establishing and
implementing a marketing mix strategy, this topic explains the necessity of Marketing - Mix
7P strategy. We can master the content and methods for implementing marketing strategies in
the Mix 7P's, which include product strategy, pricing, distribution, promotion, people, process,
and the company's physical infrastructure. the business Pizza 4P's Joint Stock Company owns
and operates the business. Using the Marketing - Mix strategy in marketing operations is
incredibly significant and vital for a firm that wants to establish a brand, understand customer
psychology, and taste preferences. In today's extremely competitive market, organizations must
build a variety of legitimate business strategies, distinctive marketing techniques, and, most
importantly, capture psychology and taste. Vietnamese folks are weird and delicate.

66
 There are several well-known brands in the Vietnamese food service business, ranging
from domestic to worldwide. Each pizza restaurant has its own segmentation approach. In
today's Vietnam, all of the well-known pizza businesses are owned by multinational firms, but
Pizza 4P's remains the preferred brand of many customers. Pizza at 4P's is a fusion of Japanese
and Italian palates, featured with a base of a base of a base of a base of a base of a base of a
base of a base of a base of a base of a base of a base of a base of a base of a base of a base of a
base of a base of a base of a base of a base of a base of a base of Filling is very thin, with a lot
of Napoly type cheese. It could also be because Pizza 4P's provides customers with novel
services and experiences, as well as high-quality, diversified meals and creative designs that
set it apart from other restaurants. Furthermore, Pizza 4P's marketing operations are used and
controlled flexibly and intelligently when targeting client demands and experiences in order to
generate significant revenue for the company. Finally, based on the research and service
experience, present answers and proposals to assist businesses in improving and increasing
their efficiency in the Vietnamese food industry.

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 List of References & Originality
1. Philip Kotler – Gary Armstrong (2012). Principle of Marketing, 14th Edition Christopher
Lovelock, Services Marketing, 7th Global Edit
2. (n.d.). PIZZA HUT | GIAO TẬN NƠI & MUA MANG VỀ. Retrieved May 4, 2022, from
https://pizzahut.vn
3. (n.d.). Domino's Pizza Việt Nam. Retrieved May 4, 2022, from
https://dominos.vn/vn#address
4. (n.d.). Pizza 4P's | Delivering Wow, Sharing Happiness. Retrieved May 4, 2022, from
https://pizza4ps.com/
5. (2015), PIZZA HUT WITH MIGHT MARKETING STRATEGY, Extracted from
kinhdoanhnhahang.vn: https://kinhdoanhnhahang.vn/pizza-hut-voi-chien-luoc-marketing-
hon-hop/
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nghiem-khong-gian-van-hoa-cua-hang-viec-chuyen-doi-online-hau-covid-19-la-tinh-the-hay-
bat-
buoc-20200506171230341.chn
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dang-manh-den-muc-nao-20171221091450625.htm

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4, 2022, from https://wikimarketing.vn/tham-vong-trieu-usd-cua-pizza-4ps.html/
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from https://pizza4ps.com/about/
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4ps/
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tính" của người Việt như thế nào! (2017, June 23). Kenh14. Retrieved May 4, 2022, from
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ClasseTurista. Retrieved May 4, 2022, from https://www.classeturista.com/en/vietnam/eating-
pizza-in-vietnam
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from
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Trung Thành business mentor: https://trungthanh.net/bao-cao-nganh-nha-hang/
25. Câu chuyện khởi nghiệp của pizza 4P's. (2018, March 26). YouTube. Retrieved May 4,
2022, from https://www.youtube.com/watch?v=F0bac6Mazvk

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PLAGIARISM CHECK REPORT

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 ASSESSING THE PERFORMANCE OF WORK

No. Member ID Student Completion level

1 Le Tran Duy Tai 2021001484 100%

2 Nguyen Thi Hoang Nhi 2021001716 100%

3 Nguyen Ngoc Tram Anh 2021001814 100%

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