Macroeconomics 2.1.1 Prepared by Bappy

Department
of Finance
and Banking
PREPARED FOR:
Ruhul kuddus
Lecturer
Department of Finance and Banking
Jashore University of Science and
Technology.
A report
on
PREPARED BY:
“Marketing activities of PIZZA HUT from Group- E
production to sale” BBA 2nd year 1st semester
Session: 2021-2022
Course Title: principles of Marketing
Course Code: FB 2109
Jashore University of Science and
Technology.
Date Date
of Submission: 06 May
of Submission: 06 2024
May 2024
MARKETING ACTIVITIES OF PIZZA HUT FROM PRODUCTION TO SALE
Letter of Transmittal
06 May 2024
Ruhul Kuddus
Lecturer
Jashore University of Science and Technology
Subject: Submission of a Report on marketing activists of the “Pizza Hut” company from
production to sale: A competitive study in Bangladesh and global perspective.
Dear Sir,
I hope this letter finds you well. I'm pleased to submit my report on marketing activists of the
“Pizza Hut” company from production to sale, that you have assigned us to submit as a
partial requirement for the course “Principles of Marketing” Code FB 2109. Following your
instructions, I've maintained a formal report structure. I've put my best effort into making the
report effective and useful, concentrating on relevant information. The experience gained will
undoubtedly benefit my future professional endeavors.
I would greatly appreciate your thoughts and feedback on the report. Feel free to inquire about
any aspect, and I'll happily respond.
Thank You.
Yours sincerely,
Group E
Name Student ID
Siam Kazi 212005
Md. Rifat Ahmed Bappy 212012
Fahim Ashab 212020
Onita Aktar 212036
Israfil Ahmed 212037
Johon Tripura 212039
BBA 2nd year 1st semester

Jashore University of Science and Technology.
JASHORE UNIVERSITY OF SCIENCE AND TECHNOLOGY

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Acknowledgement
The successful completion of this study on marketing activities within the Pizza Hut company,
spanning from production to sale, owes its success to the invaluable support and guidance of
numerous individuals. This research, pivotal in my academic pursuit, has provided practical
insights, significantly enhancing my understanding of marketing dynamics in both local and
global contexts. I express my gratitude to the divine for granting me the wisdom and fortitude
to embark on this journey, and to our esteemed course instructor for their indispensable
direction and assignments. Special thanks are extended to my fellow researchers whose
collaboration enriched this study with valuable data and perspectives, making the process
enjoyable. It's important to emphasize that this research is solely intended for academic
purposes and serves no other agenda.
The report is prepared only to meet academic purpose not for any other reason.

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Executive Summary
This competitive study delves into the marketing activities of Pizza Hut, focusing on its
operations from production to sale in both the Bangladeshi market and the global arena.
Through a comprehensive analysis, this report highlights the strategies employed by
Pizza Hut to maintain competitiveness and market dominance in the dynamic landscape
of the food industry.
In Bangladesh, Pizza Hut has strategically positioned itself through localized marketing
efforts, catering to the unique preferences and tastes of the Bangladeshi consumer base.
From menu adaptation to promotional campaigns, Pizza Hut has successfully integrated
itself into the local market while upholding its global brand identity.
On a global scale, Pizza Hut has leveraged its extensive network and brand recognition
to implement innovative marketing initiatives. These initiatives encompass various
channels, including digital marketing, social media engagement, and experiential
marketing, to enhance brand visibility and customer engagement across diverse
demographics.
Through a comparative analysis of Pizza Hut's marketing strategies in Bangladesh and

globally, key insights emerge regarding the adaptability and effectiveness of marketing
approaches in different market contexts. This study provides valuable insights for
marketers, industry practitioners, and academics seeking to understand the complexities
of marketing in the food industry and the strategies employed by leading brands like
Pizza Hut.

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Table of Content
01
Chapter One: “ Introduction ”
1.1 Origin of the report 02
1.2 Objective of the report 02
1.3 Methodology of the report 02
1.4 Limitations of the report 02
Chapter Two: “ Introduction to Pizza Hut ” 03

2.1 Brief History and Overview 04
2.2 Importance of Marketing in the Food Industry 06
2.3 Marketing Strategies Tailored for Bangladesh 06
Chapter Three: “ Product Development ” 08

3.1 Menu Offerings. 09
3.2 Developing New Products. 10
3.3 Maintaining Quality and Consistency.
Chapter Four: “ Production Process ” 11
Chapter Five: “Branding and Positioning” 13
5.1 Pizza Hut's Brand Identity 14

5.2 Market Positioning 14
5.3 Strategies for Maintaining Brand Relevance and Differentiation 15
Chapter Six: “The 4Ps of Marketing for Pizza Hut” 16
6.1 Product 17
6.2 Price 29
6.3 Place 22
6.4 Promotion 23
Chapter Seven: “Customer relationship management” 26
7.1 How Pizza Hut manages customer relationships and loyalty programs? 27
7.2 Analysis of Pizza huts customer feedback mechanisms and response strategies. 28
7.3 Sales channels and retail experience of Pizza huts 30
7.4 Future Trends 31

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Chapter Eight: “Market Analysis and Competition” 32
8.1 Market share performance and analysis of Pizza Hut 33

8.2: Pizza Hutt competitors market share analysis 35
8.3: Pizza Hutt differentiation in the pizza industry 36
8.4: Pizza Hut's marketing strategy 37
Chapter Nine: “SWOT Analysis and Challenges of Pizza Hut” 39
9.1: SWOT Analysis of Pizza Hut 40

9.2: Top Challenges Confronting the Pizza Industry 43
“Conclusion” 44
“Reference” 45

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Chapter-One
“Introduction”

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1.1 Origin of the report:

This report is assigned as part of a marketing course curriculum. It aims to provide an in-depth
analysis of the marketing strategies employed by Pizza Hut throughout their product lifecycle,
from the initial stages of production to the final point of sale. Pizza Hut, being a prominent
player in the market, offers a rich source of data and insights for this study.
1.2 Objective of the report:

The primary objective of this report is to:
 Analyze: Deconstruct Pizza Hut's marketing activities across various stages – from
product development influenced by market research to the promotional strategies that
drive sales.
 Evaluate: Assess the effectiveness of these marketing tactics in achieving specific
goals like brand awareness, customer acquisition, and sales growth.
 Understand: Gain insights into consumer behavior and how Pizza Hut tailors its
marketing efforts to influence customer decisions at different points in the buying
journey.
1.3 Methodology of the report:
To achieve these objectives, the following research methods will be employed:
 Secondary Data Analysis: Extensive research will be conducted using existing

resources like industry publications, market research reports, company press releases,
and Pizza Hut's social media content. These sources will provide valuable information
about their marketing strategies and campaigns.
 Case Studies: Specific marketing campaigns launched by Pizza Hut will be analyzed
in detail to understand their objectives, execution methods, and the achieved results.
This will allow for a deeper understanding of their strategic approach.
1.4 Limitations of the report:

While striving for a comprehensive analysis, the report might encounter some limitations:
 Data Availability: Access to internal data from Pizza Hut, which could offer a
richer perspective, might be restricted due to confidentiality reasons.
 Focus of Analysis: The report may prioritize specific marketing activities like
advertising or promotions depending on the course requirements and the chosen depth
of analysis.

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Chapter-Two
“Introduction to Pizza Hut”

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Introduction to Pizza Hut
2.1 Brief History and Overview:
Pizza Hut, founded in 1958 by the Carney brothers in Kansas, USA, has become an iconic
name in the fast-food industry. With its signature red roof and distinctive logo, Pizza Hut has
left an indelible mark on the global culinary landscape. Let’s delve into its fascinating journey.
The Birth of Pizza Hut:

The story begins in a small, modest building in Wichita, Kansas. Two brothers, Dan and Frank
Carney, borrowed $600 from their mother to open a pizza parlor. Their vision was simple:
serve delicious, affordable pizzas to the community. Little did they know that this humble
venture would evolve into a worldwide phenomenon.
Early Days and Expansion:

In the early years, Pizza Hut operated as a dine-in restaurant, offering a limited menu of pizzas,
salads, and soft drinks. The concept of home delivery hadn’t yet taken root. However, the
Carney brothers’ commitment to quality and customer satisfaction set them apart. By the
1960s, Pizza Hut had expanded beyond Kansas, opening outlets in other states.
The Red Roof and Iconic Logo:

The iconic red roof design became synonymous with Pizza Hut. It symbolized warmth,
comfort, and the promise of a satisfying meal. The company’s logo, featuring a stylized hut,

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further reinforced this image. As Pizza Hut grew, so did its recognition. By the 1970s, it had
become a household name across the United States.
Global Reach:
Pizza Hut’s international journey began in 1970 with the opening of a restaurant in Canada.
From there, it spread to Europe, Asia, and beyond. Each new market posed unique challenges,
but Pizza Hut adapted by tailoring its offerings to local tastes. Whether it was the “Paneer
Tikka” pizza in India or the “Seafood Deluxe” in Japan, Pizza Hut embraced diversity.
Pizza Hut in Bangladesh:
 A Growing Presence:
Pizza Hut entered the Bangladeshi market in the early 2000s, capitalizing on the country’s
increasing urbanization and changing dining habits. As a global brand, Pizza Hut faced the
challenge of adapting to local tastes while maintaining its core identity.
 Cultural Considerations:
Bangladeshis have a strong culinary heritage, with rice-based dishes like biryani and bhuna
khichuri being staples. Pizza, a relatively recent addition, needed to find its place alongside
traditional favorites. Pizza Hut recognized this and embarked on a journey to become part of
Bangladeshi food culture.
Challenges and Innovations:

Over the decades, Pizza Hut faced fierce competition from rivals like Domino’s and Papa
John’s. To stay ahead, it embraced technological advancements. The introduction of online
ordering, mobile apps, and loyalty programs kept Pizza Hut relevant in the digital age.

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2.2 Importance of Marketing in the Food Industry:
Marketing is the lifeblood of any successful business, especially in the food industry. Here’s
why it’s crucial for Pizza Hut:
1. Brand Visibility: In a crowded market, effective marketing ensures that Pizza Hut
remains visible to consumers. Whether through TV commercials, social media
campaigns, or billboards, the brand stays top-of-mind.
2. Customer Engagement: Engaging marketing efforts create a strong bond with
customers. Pizza Hut’s witty advertisements, interactive contests, and personalized
offers resonate with pizza lovers.
3. Product Promotion: Marketing allows Pizza Hut to showcase its menu offerings.
From the classic Margherita to the bold Meat Lover’s, each pizza has a story to tell.
2.3 Marketing Strategies Tailored for Bangladesh:
 Localization and Brand Positioning:

Pizza Hut positioned itself as a premium dining experience, emphasizing quality ingredients
and a comfortable ambiance. Here’s how they localized their marketing:
1. Halal Certification: Given Bangladesh’s predominantly Muslim population,
Pizza Hut ensured that its ingredients were halal-certified. This move resonated
with consumers who prioritize religious dietary guidelines.
2. Family-Oriented Approach: Pizza Hut positioned itself as a family-friendly

restaurant. Their marketing campaigns featured families enjoying meals
together, reinforcing the idea that Pizza Hut was a place for bonding and
celebrations.
3. Fusion Flavors: While retaining classic pizzas, Pizza Hut introduced fusion
flavors. The “Chicken Tikka Supreme” pizza, blending local spices with Italian-
style toppings, became a hit.
 Digital Marketing and social media:

Pizza Hut leveraged digital platforms to engage with Bangladeshi consumers:

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1. Facebook and Instagram: Regular updates, mouthwatering food

photography, and interactive contests kept Pizza Hut visible and connected.
2. Online Ordering: The Pizza Hut website and mobile app allowed convenient
online ordering, appealing to tech-savvy customers.
In summary, Pizza Hut’s success in Bangladesh lies in its ability to blend global standards with
local flavors. By understanding the cultural nuances and adapting its marketing and product
offerings, Pizza Hut has become a beloved choice for pizza lovers across the country.

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Chapter-Three
“Product Development”

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3.1 Menu Offerings:
Classic Pizzas:
 Margherita: The timeless combination of tomato sauce, mozzarella cheese, and fresh
basil.
 Pepperoni: A favorite for meat lovers, topped with spicy pepperoni slices.
 Veggie Lovers: A medley of colorful vegetables like bell peppers, mushrooms, and
olives.
 Meat Lovers: Packed with savory meats like chicken, beef, and sausage.
Specialty Pizzas:
 Supreme: A loaded pizza with a variety of toppings, including bell peppers, onions, and
black olives.
 Hawaiian: A tropical twist featuring ham and pineapple.
 BBQ Meat Lovers: A carnivore’s dream, combining barbecue sauce, chicken, beef, and
bacon.
 Buffalo Chicken: Spicy chicken chunks with a tangy buffalo sauce.
Sides:
 Wings: Choose from bone-in or boneless wings, available in different flavors.
 Sticks: Garlic sticks and cheesy sticks for a delightful appetizer.
 Pasta: Enjoy classics like Lasagna and Fettuccine Alfredo.
 Salads: Fresh Garden or Caesar salads to balance your meal.
Beverages:
 Soft Drinks: Quench your thirst with a variety of sodas.
 Iced Teas: Refreshing options to complement your pizza.
Pizza Hut’s menu is a delightful mosaic of flavors. Beyond the traditional pizzas, it includes:
 Pasta Dishes: Creamy Alfredo, zesty marinara, and pesto-based pasta options cater to
diverse palates.
 Appetizers: Garlic bread sticks, mozzarella sticks, and chicken wings whet appetites
before the main course.
 Salads: Fresh greens with toppings like grilled chicken, cherry tomatoes, and croutons
provide a healthier alternative.

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 Wings: Bone-in or boneless, with flavors ranging from tangy Buffalo to sweet
barbecue.
 Desserts: Cinnamon sticks, chocolate lava cake, and cookie dough desserts satisfy
sweet cravings.
3.2 Developing New Products:
Pizza Hut’s product development strategy revolves around innovation:
 Market Research: Extensive research identifies emerging trends, flavor preferences,

and dietary shifts. For instance, the rise of plant-based diets led to the introduction of
vegan pizzas.
 Innovation Labs: Pizza Hut’s culinary experts experiment with crusts, toppings, and
sauces. Stuffed crusts, gluten-free options, and regional specialties emerge from these
labs.
 Limited-Time Offers (LTOs): LTOs serve as testing grounds for new concepts.
Customer feedback determines whether an item becomes a permanent fixture on the
menu.
 Local Ingredients: Pizza Hut sourced ingredients locally whenever possible. Fresh
vegetables, spices, and dairy products came from Bangladeshi suppliers.
 Customization: Recognizing diverse tastes, Pizza Hut allowed customers to

customize their pizzas. Extra spice? No problem!
 Seasonal Specials: Pizza Hut introduced seasonal items tied to Bangladeshi festivals.
For example, during Ramadan, they offered iftar deals.
3.3 Maintaining Quality and Consistency:
Pizza Hut’s commitment to quality rests on three pillars:
 Supplier Relationships: Strong ties with suppliers ensure fresh ingredients. From
vine-ripened tomatoes to gooey cheese, every component matters.
 Standardized Processes: Whether you’re in New York or New Delhi, a Pizza Hut
pizza tastes the same. Consistent preparation methods maintain quality across outlets.
 Staff Training: Regular training programs empower chefs and staff to uphold Pizza
Hut’s standards.

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Chapter-Four
“Production Process”

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* Insight into Pizza Hut’s production process, including sourcing

ingredients, food preparation, and quality control.
* Any unique aspects of Pizza Hut’s production process compared to

competitors.
Pizza Hut's production process typically follows a standardized procedure

across its numerous locations worldwide. Here's an overview:
1. Sourcing Ingredients: Pizza Hut prides itself on using high-quality ingredients

sourced from reliable suppliers. This includes fresh produce like tomatoes and
vegetables, premium meats, cheeses, and proprietary pizza dough mixes.
2. Food Preparation: Once ingredients are sourced, they are prepared according to
standardized recipes and guidelines set by Pizza Hut's culinary team. This includes
dough preparation, sauce making, and slicing toppings to ensure consistency across all
pizzas.
3. Pizza Assembly: Pizza Hut offers a wide variety of pizzas on its menu, ranging from
classic pepperoni to specialty options. Pizzas are assembled by trained staff following
precise procedures to ensure that each pizza meets Pizza Hut's quality standards.
4. Cooking Process: Pizza Hut pizzas are typically baked in high temperature ovens,
ensuring a crisp crust and melty cheese. Cooking times are closely monitored to ensure
consistency and quality across all pizzas.
5. Quality Control: Pizza Hut has strict quality control measures in place to maintain
consistency and meet food safety standards. This includes regular inspections of
ingredients, equipment, and processes to identify any potential issues and address them
promptly.
Unique Aspects:
1. Customization: Pizza Hut offers a high level of customization, allowing customers

to create their own pizzas with a wide range of toppings and crust options. This focus
on customization sets Pizza Hut apart from some of its competitors and appeals to
customers looking for personalized dining experiences.
2. Innovative Menu Items: Pizza Hut is known for its innovative menu items that go
beyond traditional pizzas. This includes offerings like stuffed crust pizzas, pasta dishes,
and appetizers, providing customers with a diverse selection of options beyond just
pizza.

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Chapter-Five
“Branding and Positioning”

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* Examination of Pizza Huts brand identity and how its positioned in the
market.
* Strategies for maintaining brand relevance differentiation in a competitive

market.
Certainly! Let's delve into branding and positioning, specifically focusing on
Pizza Hut's brand identity and its market positioning, along with strategies for
maintaining brand relevance and differentiation in a competitive market.
5.1 Pizza Hut's Brand Identity:
1. Heritage and Tradition: Pizza Hut has a long-standing history in the pizza
industry, which forms a significant part of its brand identity. It's often associated with
family gatherings, casual dining, and a fun, relaxed atmosphere.
2. Quality and Variety: Pizza Hut emphasizes the quality of its ingredients and the
variety of pizzas it offers. From traditional options to innovative creations, Pizza Hut
aims to cater to diverse tastes and preferences.
3. Convenience and Accessibility: With a widespread presence globally, Pizza Hut
positions itself as a convenient option for enjoying pizza either through dine-in, takeout,
or delivery.
4. Innovation: Pizza Hut has been known for its innovative marketing campaigns and
product offerings. Whether it's introducing new pizza flavors, crusts, or meal deals,
innovation is a key aspect of its brand identity.
5.2 Market Positioning:
1. Mass Market Appeal: Pizza Hut targets a broad demographic range, positioning
itself as an accessible option for families, groups of friends, and individuals looking for
a convenient and satisfying meal.
2. Value Proposition: Pizza Hut often emphasizes its value proposition, offering
affordable meal deals, promotions, and discounts to attract customers seeking good
quality food at reasonable prices.
3. Differentiation: In a highly competitive market, Pizza Hut distinguishes itself
through its diverse menu offerings, customizable options, and a focus on customer
experience, including convenient ordering platforms and prompt delivery services.

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5.3 Strategies for Maintaining Brand Relevance and

Differentiation:
1. Continuous Innovation: Pizza Hut should continue to innovate both in terms of

its menu offerings and its customer experience. This could involve introducing new
flavors, toppings, or meal combinations, as well as enhancing digital ordering platforms
for greater convenience.
2. Focus on Customer Experience: Providing exceptional customer service and
ensuring a seamless ordering and dining experience can help Pizza Hut differentiate
itself from competitors and build customer loyalty.
3. Adaptation to Trends: Staying attuned to changing consumer preferences and
dietary trends can help Pizza Hut remain relevant. This could involve offering healthier
menu options, catering to specific dietary requirements, or embracing sustainability
initiatives.
4. Engagement and Brand Storytelling: Pizza Hut can engage with its audience
through compelling storytelling and marketing campaigns that highlight its brand
values, heritage, and commitment to quality.
5. Partnerships and Collaborations: Collaborating with other brands or
influencers can help Pizza Hut reach new audiences and create buzz around its products
and promotions.
6. Community Involvement: Engaging with local communities through charitable
initiatives or sponsorships can enhance Pizza Hut's brand image and strengthen its
connection with customers.
By consistently leveraging its brand identity, adapting to market trends, and prioritizing
customer satisfaction, Pizza Hut can maintain its position as a leading player in the competitive
pizza market.

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Chapter-Six
“The 4Ps of Marketing for Pizza Hut”

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The 4Ps of Marketing for Pizza Hut

6.1
Product
A Deep Dive into Product Variety, Customization Options, and Unique Offerings.
 Pizza Hut's Product Variety

A cornerstone of Pizza Hut's appeal lies in its diverse range of products, catering to various
tastes and preferences. At the heart of Pizza Hut's menu are its signature pizzas, available in a
multitude of flavors and styles. Whether customers crave the classic simplicity of a Margherita
pizza or the bold flavors of a Meat Lover's, Pizza Hut delivers with its extensive selection.
Furthermore, Pizza Hut offers a range of crust options,

allowing customers to customize their pizza experience.
From the traditional hand-tossed crust to the indulgent
stuffed crust, Pizza Hut ensures that there's a crust to
suit every palate. Additionally, customers can choose
from various toppings, sauces, and cheese options,
enabling them to create their perfect pie.
Beyond pizzas, Pizza Hut's menu boasts an array of appetizers, pastas, salads, and desserts,
providing customers with a complete dining experience. From savory Garlic Knots to decadent
Hershey's Chocolate Dunkers, Pizza Hut offers something to tantalize every taste bud.
 Customization Options: Empowering the Customer
Pizza Hut recognizes that today's consumers crave personalization and choice. To meet this
demand, Pizza Hut offers extensive customization options, empowering customers to tailor
their orders to their exact specifications. Whether ordering online, through the mobile app, or
in-store, customers have the freedom to build their pizzas from the crust up. The customization
process begins with selecting a crust, with options ranging from classic hand-tossed to flavorful
pan crust. Next, customers choose their preferred sauce, cheese, and toppings, with a wide

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range of options available to suit every preference. Whether it's a veggie lover's delight or a
carnivore's dream, Pizza Hut ensures that customers can create their perfect pizza masterpiece.
Moreover, Pizza Hut's online ordering platform streamlines the customization process, making
it easy and convenient for customers to build their orders from the comfort of their own homes.
With just a few clicks, customers can craft their ideal pizza, selecting from a plethora of
toppings and flavor combinations. By offering extensive customization options, Pizza Hut not
only meets the individual preferences of its customers but also fosters a sense of ownership
and creativity. Customers take pride in crafting their unique creations, enhancing their overall
dining experience and fostering loyalty to the Pizza Hut brand.
 Unique Offerings: Differentiating Pizza Hut
In an increasingly crowded marketplace, differentiation is essential for success. Pizza Hut

distinguishes itself through its innovative and unique offerings, setting it apart from
competitors and capturing the attention of consumers. One of Pizza Hut's most iconic offerings
is its Stuffed Crust Pizza, introduced in 1995. Revolutionizing the pizza industry, Pizza Hut
became the first major chain to incorporate cheese into the crust, delighting cheese lovers
worldwide. The Stuffed Crust Pizza quickly became a fan favorite, synonymous with
indulgence and innovation.
Furthermore, Pizza Hut regularly collaborates with popular brands and introduces limited-time
offerings to keep its menu fresh and exciting. From partnerships with movie franchises to
themed pizzas inspired by cultural events, Pizza Hut constantly innovates to capture consumer
interest and drive sales. Additionally, Pizza Hut leverages technology to enhance its offerings,
such as its interactive touch-screen tables, introduced in select locations. These tables allow
customers to customize their orders, play games, and engage with digital content, creating a
unique and memorable dining experience.
 Pizza Hut's Target Audience: Understanding the Consumer
Central to Pizza Hut's success is its deep understanding of its target audience and their
preferences. Pizza Hut's offerings are meticulously crafted to appeal to a diverse range of
consumers, from families and young adults to pizza enthusiasts and beyond. Families represent
a significant portion of Pizza Hut's customer base, drawn to the brand's family-friendly
atmosphere and diverse menu options. Pizza Hut's expansive menu ensures that there's

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something for everyone, catering to both children and adults alike. Furthermore, Pizza Hut's
emphasis on customization allows families to tailor their orders to accommodate different
dietary preferences and restrictions, making it a popular choice for family dining occasions.
Young adults also comprise a key demographic for Pizza Hut, attracted by the brand's trendy
offerings and customizable options. Whether it's a late-night craving or a casual hangout with
friends, Pizza Hut provides a convenient and satisfying dining experience for young adults
seeking quality food at an affordable price. Pizza enthusiasts, meanwhile, are drawn to Pizza
Hut's commitment to quality ingredients and innovative creations. From specialty pizzas to
unique crust options, Pizza Hut caters to the discerning tastes of pizza aficionados, enticing
them with bold flavors and exciting combinations.
Moreover, Pizza Hut's global presence allows it to adapt its offerings to local tastes and
preferences, further enhancing its appeal to diverse consumer segments around the world.
6.2
Price
Pizza Hut's Pricing Strategy
 Value Pricing Strategy:
Value pricing is at the core of Pizza Hut's strategy, aiming to provide customers with affordable
dining options without compromising on taste or quality. This strategy is evident in various
aspects of Pizza Hut's pricing approach:
 Bangladesh Perspective:
In Bangladesh, Pizza Hut offers value pricing through a range of initiatives tailored to local
preferences and economic conditions. Combo deals, lunch specials, and promotional offers are
common strategies used to attract price-sensitive consumers and drive sales. For example,
Pizza Hut may offer family meal deals or lunchtime discounts to encourage larger orders during
off-peak hours. By providing affordable options, Pizza Hut positions itself as a convenient and
accessible choice for consumers in Bangladesh.

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 Global Perspective:
Similarly, on a global scale, Pizza Hut's value pricing strategy remains consistent across
different markets, with variations to accommodate local preferences and competitive
landscapes. Combo deals, promotional offers, and value menus are standard features of Pizza
Hut's pricing strategy worldwide. However, the specifics of these promotions may vary
depending on factors such as consumer preferences, cultural norms, and economic conditions
in each market. Overall, Pizza Hut's value pricing strategy reflects its commitment to providing
affordable dining options while maintaining profitability and brand consistency.
 Premium Options:
In addition to value pricing, Pizza Hut offers premium options to cater to customers seeking
higher-end dining experiences or willing to pay more for quality and customization. These
premium options include specialty pizzas, customization features, and premium add-ons:
In Bangladesh, Pizza Hut's premium options cater to consumers looking for indulgent dining
experiences and unique flavor combinations. Specialty pizzas with gourmet toppings, premium
crust options, and extensive customization features allow customers to personalize their orders
according to their preferences. While these premium options may come at a higher price point,
they appeal to discerning consumers seeking quality and customization.
Similarly, on a global scale, Pizza Hut offers premium options to cater to different customer
segments and elevate the dining experience. Specialty pizzas with unique flavor profiles,
premium crust options like stuffed crust or pan pizza, and extensive customization features are
available in various markets worldwide. By offering premium options, Pizza Hut enhances its
menu offerings and differentiates itself from competitors, appealing to customers willing to
pay a premium for quality and customization.
 Discounts and Promotions:
Discounts and promotions play a crucial role in Pizza Hut's pricing strategy, driving
traffic, increasing sales, and fostering customer loyalty. These promotions may include
limited-time offers, coupon codes, loyalty rewards programs, and online or mobile app
promotions:

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In Bangladesh, Pizza Hut runs various promotions and discounts to attract customers and
incentivize purchases. Limited-time offers, coupon codes distributed through digital marketing
campaigns, and loyalty rewards programs are common promotional tactics used to drive sales
and enhance customer engagement. By offering discounts and promotions, Pizza Hut creates
excitement and encourages repeat business in the competitive Bangladesh market.
Similarly, on a global scale, Pizza Hut leverages discounts and promotions to drive sales and
differentiate itself from competitors. Limited-time offers, coupon codes, and loyalty rewards
programs are standard features of Pizza Hut's promotional strategy across different markets.
By offering incentives for customers to visit its restaurants or place orders online, Pizza Hut
enhances its value proposition and strengthens its relationship with consumers worldwide.
 Comparison with Competitors:
Comparing Pizza Hut's prices with those of its competitors in Bangladesh and on a global scale
provides insights into its competitive positioning and value proposition:
In Bangladesh, Pizza Hut competes with both local and international pizza chains, as well as
traditional eateries offering similar fare. While Pizza Hut's prices may be slightly higher than
some local competitors, they are generally competitive within the fast-food industry. Pizza
Hut's value-oriented pricing, premium options, and discounts differentiate it from competitors
and position it as a leading player in Bangladesh's growing fast-food market.
On a global scale, Pizza Hut competes with other major pizza chains such as Domino's and
Papa John's, as well as local pizzerias and fast-casual dining establishments. While Pizza Hut's
prices may vary depending on factors such as location, menu offerings, and local market
conditions, they generally remain competitive within the quick-service restaurant industry.
Pizza Hut's value pricing strategy, premium options, and promotional incentives contribute to
its competitive positioning and help it maintain market share in the global pizza market.

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6.3
Place
Pizza Hut's Multifaceted Distribution Strategy: Reaching Diverse Customer Segments
 Dine-In Channel:
Pizza Hut's dine-in channel remains a cornerstone of its distribution strategy, offering
customers a welcoming environment to enjoy their favorite pizzas. With its comfortable
seating, family-friendly ambiance, and attentive service, Pizza Hut restaurants appeal to a
broad spectrum of customers. Families seeking a casual dining experience, friends gathering
for a meal, or individuals looking for a quick bite all find satisfaction in Pizza Hut's dine-in
option. Moreover, Pizza Hut's strategic location selection ensures accessibility to diverse
demographics, including urban dwellers, suburban families, and travelers.
 Delivery Channel:
Pizza Hut's robust delivery system extends its reach to customers who prefer the convenience
of enjoying their meals at home. Through a fleet of delivery drivers and dedicated logistics
operations, Pizza Hut ensures timely delivery of hot, fresh pizzas to customers' doorsteps. This
channel caters to busy professionals, families with hectic schedules, and individuals seeking
the comfort of dining in the privacy of their homes. Pizza Hut's delivery service often covers a
defined radius around its restaurants, ensuring efficient operations and customer satisfaction.
 Online Ordering:
In the digital age, Pizza Hut has embraced online ordering as a pivotal component of its
distribution strategy. Through its user-friendly website and mobile app, Pizza Hut offers
customers the convenience of ordering their favorite pizzas with just a few clicks. The online
ordering platform allows customers to browse the menu, customize their orders, and track
delivery status in real-time. By capturing customer data and preferences, Pizza Hut tailors its
offerings and promotions to individual tastes, enhancing the overall customer experience. This
channel particularly resonates with tech-savvy millennials and young professionals who
prioritize convenience and efficiency in their dining choices.
 Partnerships with Delivery Apps:

Recognizing the growing popularity of third-party delivery apps, Pizza Hut has forged strategic
partnerships with platforms such as Uber Eats, Door Dash, and Grub hub. These partnerships
expand Pizza Hut's reach by tapping into the extensive user bases of these delivery apps.
Customers who frequent these platforms for food delivery gain access to Pizza Hut's menu
options, further amplifying the brand's visibility and accessibility. Additionally, partnering
with delivery apps allows Pizza Hut to leverage their advanced logistics infrastructure,
optimizing delivery operations and enhancing customer satisfaction.

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6.4
Promotion
The marketing channels Pizza Hut utilizes (television ads, social media, influencer
marketing, etc.)
 Television Advertising:
Television advertising has been a cornerstone of Pizza Hut's marketing strategy for decades.
The company harnesses the visual and auditory power of television to captivate audiences and
convey its brand message effectively. Pizza Hut's television ads are meticulously crafted to
showcase its products in the most appetizing light possible. From gooey cheese stretching
between slices to close-up shots of fresh toppings, these ads aim to evoke cravings and compel
viewers to order pizza.
Beyond mere product promotion, Pizza Hut's television commercials often incorporate
storytelling elements to create memorable experiences for viewers. Whether it's a
heartwarming family gathering around a pizza or a humorous scenario involving delivery
mishaps, these narratives help to humanize the brand and establish an emotional connection
with the audience. Moreover, Pizza Hut strategically schedules its television ads during peak
viewing hours and alongside relevant programming to maximize reach and impact. By airing
ads during sports events, prime-time shows, or popular entertainment programs, Pizza Hut
ensures that its message reaches a diverse audience demographic.
Furthermore, Pizza Hut integrates compelling calls to action into its television ads, prompting
viewers to take immediate steps such as visiting their nearest restaurant or ordering online.
Whether it's highlighting limited-time promotions, exclusive deals, or new menu offerings,
these calls to action serve to drive sales and capitalize on the momentum generated by the ad.
In summary, Pizza Hut's television advertising serves as a powerful tool for building brand
awareness, stimulating consumer appetites, and ultimately driving sales.
 Social Media Marketing:
In the age of digital connectivity, social media has emerged as a critical battleground for brands
vying for consumer attention. Pizza Hut recognizes the immense potential of social platforms
such as Facebook, Instagram, Twitter, and TikTok to engage with its audience in real-time and
foster meaningful relationships.

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Pizza Hut's social media strategy revolves around creating compelling content that resonates
with its target demographic. Visuals play a central role, with tantalizing images and videos of
pizzas, sides, and desserts dominating its feeds. By showcasing its menu items in a visually
appealing manner, Pizza Hut stimulates cravings and entices followers to place an order. In
addition to product-centric content, Pizza Hut leverages social media to humanize its brand and
showcase its personality. Engaging posts featuring behind-the-scenes glimpses of kitchen
operations, employee spotlights, and customer testimonials help to build authenticity and trust.
Another key aspect of Pizza Hut's social media strategy is community engagement. The brand
actively interacts with followers by responding to comments, addressing customer inquiries,
and acknowledging user-generated content. By fostering two-way communication, Pizza Hut
cultivates a sense of belonging and loyalty among its social media audience. Furthermore,
Pizza Hut harnesses the power of social media advertising to amplify its reach and target
specific audience segments. Through carefully crafted ad campaigns, the brand ensures that its
message reaches consumers who are most likely to convert, whether it's through location-based
targeting, demographic profiling, or interest-based segmentation.
Overall, Pizza Hut's social media marketing efforts play a pivotal role in enhancing brand
awareness, driving engagement, and ultimately boosting sales in the digital realm.
 Influencer Marketing:
Influencer marketing has emerged as a dynamic and influential force in the modern marketing
landscape, and Pizza Hut has embraced this strategy to extend its reach and credibility. Pizza
Hut collaborates with influencers across various niches, including food, lifestyle, and
entertainment, to promote its products and campaigns. These influencers, with their large and
dedicated followings, serve as trusted voices capable of influencing consumer behavior and
purchase decisions.
One of the key advantages of influencer marketing is its ability to inject authenticity and
relatability into brand messaging. When influencers share their personal experiences with Pizza
Hut's products, whether it's through mouthwatering food photos, entertaining unboxing videos,
or heartfelt testimonials, they lend credibility to the brand's claims and recommendations.
Moreover, Pizza Hut strategically selects influencers whose values align with its brand identity
and target audience. By partnering with influencers who share similar interests, demographics,
or values, Pizza Hut ensures that its message resonates authentically with the intended
audience.

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In addition to organic influencer collaborations, Pizza Hut also leverages paid partnerships to
amplify its influencer marketing efforts. By compensating influencers for sponsored content or
promotional campaigns, Pizza Hut can guarantee greater exposure and control over messaging.
Furthermore, Pizza Hut integrates influencer-generated content across its marketing channels,
including social media, digital advertising, and even traditional media such as television
commercials and print ads. By repurposing influencer content, Pizza Hut maximizes its impact
and extends its reach to new audiences.
 Integration and Synergy:
While each of these marketing channels—television advertising, social media marketing, and
influencer marketing—offers distinct advantages and opportunities, Pizza Hut's true strength
lies in its ability to integrate and synergize these channels to create a cohesive and impactful
marketing strategy. By aligning messaging, imagery, and promotions across multiple channels,
Pizza Hut ensures a consistent brand experience for consumers, regardless of where they
encounter the brand. For example, a television ad campaign promoting a new pizza flavor may
be complemented by social media posts featuring behind-the-scenes footage of its creation and
influencer endorsements showcasing the product in action
Moreover, Pizza Hut leverages data and analytics to optimize its marketing efforts across
channels continually. By tracking engagement metrics, conversion rates, and customer
feedback, Pizza Hut can identify successful strategies and refine its approach to maximize ROI.
Additionally, Pizza Hut embraces innovation and experimentation in its marketing endeavors,
staying abreast of emerging trends and technologies to stay ahead of the curve. Whether it's
exploring new social media platforms, leveraging augmented reality experiences, or pioneering
interactive advertising formats, Pizza Hut remains agile and adaptive in its pursuit of marketing
excellence.

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Chapter-Seven
“Customer relationship management”

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7.1 How Pizza Hut manages customer relationships and loyalty

programs?
Pizza Hut, one of the largest pizza chains globally, employs a variety of strategies to manage
customer relationships and drive loyalty.
Customers Satisfaction and brand loyalty are crucial components of corporate success that are
sometimes misunderstood but crucial in the marketing industry. Businesses face a real risk of
losing market share to nimbler and efficient rivals in today's fiercely competitive business
environment, where client loyalty can fluctuate due to various circumstances. To counter this
trend, it is imperative for organizations to prioritize not only customer satisfaction but also the
cultivation of a substantial level of brand loyalty. Using Pizza Hut Southeast London as a case
study, this research examines the critical connection between consumer happiness and brand
loyalty within the fast-food industry in the United Kingdom. This strategic focus is essential to
long-term sustainability and profitability, as highlighted by Chen and Popovich in 2003.
The concepts of customer satisfaction and brand loyalty gained prominence in the 1990s,
catalyzed by intense rivalry among global brands. Subsequently, numerous researchers and
market studies have sought the elusive formula and strategies that businesses should adopt to
ensure both customer satisfaction and brand loyalty. This study aspires to contribute to the
collective knowledge in this field by critically analyzing and uncovering the intricate
relationship between customer satisfaction and brand loyalty within selected Pizza Hut outlets
in Southeast London, UK. Their approaches include:
1. Loyalty Program: Pizza Hut has a rewards program called Hut Rewards. Customers
earn points for every dollar spent, which can be redeemed for free pizza and other menu items.
This incentivizes repeat business and helps gather valuable customer data.
2. Customer Feedback: Pizza Hut actively solicits feedback through surveys, often found
on customer receipts. This feedback is used to improve service quality and address customer
concerns promptly, helping to enhance overall satisfaction.
3. Digital Engagement: Pizza Hut leverages technology to engage customers. They have
a robust online ordering system, a user-friendly app, and active social media presence. These
platforms are used for promotions, updates, and direct customer interactions, making the
ordering process convenient and increasing engagement.
4. Email and Mobile Marketing: Through email and SMS marketing, Pizza Hut sends
personalized offers and updates about new products or promotions. This direct line of
communication keeps the brand top-of-mind for customers and encourages repeat visits.

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5. Local Store Marketing: Individual Pizza Hut locations often engage in local
community events and sponsorships. This helps to build a local connection and can improve
brand loyalty at a community level.
6. Quality and Innovation: Pizza Hut continually updates its menu with new items and
limited-time offers to keep the menu exciting and attract customers. Maintaining high food
quality and service also aids in retaining customers and ensuring their satisfaction.
7. Customer Service: Effective and responsive customer service is a cornerstone of Pizza

Hut's relationship management. Addressing complaints swiftly and effectively ensures that
customers feel valued and respected, which is crucial for loyalty.
Through these strategies, Pizza Hut aims to create a comprehensive customer experience that
fosters loyalty and repeat business, while also adapting to new market trends and consumer
preferences.
7.2 Analysis of Pizza huts customer feedback mechanisms and

response strategies.
Pizza Hut, one of the largest pizza chains globally, has developed a comprehensive approach
to handling customer feedback, utilizing various channels and strategies to enhance customer
satisfaction and drive improvements across their operations. Here's an analysis of their
customer feedback mechanisms and response strategies:
1. Customer Feedback Mechanisms
Online Surveys: Pizza Hut frequently uses online surveys to gather feedback, often
incentivizing customers to participate by offering coupons or entries into a sweepstake. These
surveys are typically linked to customer receipts, encouraging feedback soon after the
purchase.
Social Media: With a strong presence on platforms like Facebook, Twitter, and Instagram,
Pizza Hut monitors and engages with customer comments, complaints, and praises in real-time.
Social media allows them to reach a broader audience and also to respond quickly.

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Website and Mobile Apps: Customers can leave feedback directly through Pizza Hut's
website or via its mobile app. These platforms are integral for gathering digital customer
experiences, especially considering the rise in online ordering.
Mystery Shopping and Secret Diners: Pizza Hut employs these strategies to gain insightful
and objective feedback on food quality, service, and the overall dining experience, which may
not be captured through direct customer feedback.
Customer Service Hotline: For immediate assistance or detailed feedback, customers can
contact Pizza Hut’s customer service hotline. This traditional method remains effective for
resolving issues quickly and gathering qualitative data.
2.Response Strategies
Real-Time Monitoring and Response: Utilizing social media management tools and
customer service software, Pizza Hut can track and respond to customer feedback in real-time.
This responsiveness helps mitigate dissatisfaction and demonstrates the company’s
commitment to customer service.
Data-Driven Insights: By analyzing feedback data, Pizza Hut can identify common issues and
trends, which can inform strategic decisions such as menu changes, promotional strategies, and
operational improvements. This analysis helps align business strategies with customer
expectations.
Training and Development: Feedback is used as a basis for staff training programs.
Employees receive training on areas where feedback is consistently negative, which may
include customer service, food handling, and cleanliness protocols.
Personalized Responses: Pizza Hut endeavors to personalize responses to feedback,
especially in cases of complaints or negative reviews. Personalized apologies and
compensations (like discounts or free items) are often used to regain customer trust.
Follow-Up: In cases of significant dissatisfaction, Pizza Hut may follow up with customers to
ensure that their issues have been resolved satisfactorily and to regain their confidence in the
brand.
Public Acknowledgment of Feedback: When changes are made based on customer feedback,
Pizza Hut sometimes publicly acknowledges this through various media. This transparency can
enhance brand loyalty and customer trust.
Challenges and Opportunities
Scalability of Responses: As digital feedback increases, responding personally and promptly
becomes more challenging. Pizza Hut could leverage automated responses for common queries
while reserving personalized interactions for more complex issues.

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Proactive Engagement: There is an opportunity for Pizza Hut to engage more proactively
with customers by anticipating needs and potential issues before they become larger problems,
perhaps by using predictive analytics.
Integration Across Channels: Ensuring that feedback gathered across various channels is
integrated into a unified database can be challenging but is crucial for a holistic understanding
of customer sentiment.
Overall, Pizza Hut’s approach to customer feedback is robust, focusing on both reactive and
proactive measures. By continuously refining these mechanisms and strategies, they can
maintain a strong customer relationship and adapt to changing market demands.
7.3 Sales channels and retail experience of Pizza huts
Pizza Hut, one of the largest pizza chains globally, uses various sales channels and has
developed a distinctive retail experience that adapts to the changing tastes and expectations of
its customers. Here’s an overview:
 Sales Channels
Physical Stores: Pizza Hut operates through a mix of dine-in restaurants, carry-out locations,
and express stores. Dine-in locations offer a full-service experience, whereas carry-out spots
cater to customers wanting to pick up their orders to go.
Online Ordering: This is a primary channel that Pizza Hut has significantly invested in. The
brand offers a user-friendly online ordering system through its website and mobile app.
Customers can order their pizzas and customize them with a choice of toppings, crusts, and
sizes.
Third-Party Delivery Services: Pizza Hut has partnered with third-party delivery platforms
like Uber Eats, DoorDash, and GrubHub in various markets, which allows them to reach a
broader customer base who use these platforms for food delivery.
Drive-Thru and Curbside Pickup: Some locations offer drive-thru services for added
convenience, allowing customers to order and pick up without leaving their cars. Curbside
pickup has also been added to many locations, particularly useful during the COVID-19
pandemic.
Retail Experience

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Restaurant Design: Pizza Hut has been renovating its stores with a modern design that
includes comfortable seating and contemporary decor. The aim is to create a welcoming
environment where families and friends can enjoy a meal together.
Menu Innovation: Pizza Hut regularly updates its menu to include new pizza flavors, side
dishes, and desserts. They also experiment with limited-time offers to keep the menu exciting
and draw in customers looking to try new things.
Technology Integration: In-store technology such as digital kiosks for ordering and payment,
as well as free Wi-Fi, enhance the customer experience by streamlining the ordering process
and encouraging diners to linger.
Loyalty Program: The Hut Rewards loyalty program is a crucial part of Pizza Hut’s strategy
to encourage repeat business. Members earn points for every dollar spent, which can be
redeemed for free food.
Customer Service: Training staff to provide excellent service is a key focus area for Pizza
Hut. Ensuring that customers receive their food hot and with a smile is part of their core service
values.
Sustainability Initiatives: Pizza Hut has initiated programs aimed at reducing its
environmental footprint, including using sustainably sourced ingredients and offering plant-
based options, which appeals to environmentally conscious consumers.
7.4 Future Trends
Looking ahead, Pizza Hut is likely to continue investing in digital innovations and expanding
its delivery services as consumer demand for convenience grows. They may also explore more
sustainable and health-conscious menu options as these trends gain momentum globally.
Overall, Pizza Hut's strategy involves a balanced mix of traditional and digital sales channels,
backed by a customer-focused retail experience that adapts to evolving market demands and
technology advancements.

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Chapter-Eight
“Market Analysis and Competition”

Page | 32
Pizza Hut is a major player in the global pizza market. It competes with other large pizza chains
such as Domino’s Pizza, Papa John’s, and Little Caesars. Pizza Hut also faces competition
from smaller, regional pizza chains and from independent pizzerias.
8.1 Market share performance and analysis of Pizza Hut:
As of 2022, in the United States of America, Domino’s Pizza, Pizza Hut, and Little Caesars
were ranked Pizza chains for generating the highest sales resulting in $8,571.9, $5,269.7, and
$4,724.3 respectively. According to Pizza Hut Statistics, as of 2023, considering the previous
10 years, the American customer satisfaction index for Pizza Hut Restaurants in the USA has
decreased resulting in 78. As of November 2023, pizzahut.com generated 26.64 million global
traffic, whereas it was 5.29% more in October 2023 resulting in 28.13 million. The majority of
the employees have at least had high school diploma resulting in 46.5%, followed by a
bachelor’s 20.2%
Pizza Hut is one of the top 10 brands with a high customer satisfaction score in the United
States of America in 2023.
In the United States of America, as of 2022, the primary franchise investments made by Pizza
Hut were building and site improvements ($1,575,000), equipment ($300,000), and small
wares ($50,000). According to Pizza Hut Statistics, most traffic is generated from the United
States of America on pizzahut.com and its online delivery app. Online delivery apps for mobile
generated 88.41% of traffic resulting in 23 million worldwide, while it is only 11.59% for
desktop contributing 3 million. Pizza Hut is one of the top 5 brands in the USA as of September
2023, with 32% of Americans ordering food through delivery bookings. However, the top 3
places are secured by Door Dash (69%), Domino’s (47%) and Uber Eats (45%).Pizza Hut has

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various restaurant formats such as carry-out, storefront delivery, original family dine-in, hybrid
such as carry-out, and dine-in locations.
According to Pizza Hut Statistics, in 2022 the brand has generated $5,487 billion in sales in the
USA and has more than 6,561 stores in the country. Pizza Hut Statistics show that the company
is female-centric as the number of female employees outnumbered male employees
contributing by 56.9% to 43.1%.
The majority of the employees are white by ethnic background resulting in 64.7%, followed by
Hispanic or Latino (14%), Black or African American (11.8%), and Asian (6.2%).
In addition, Pizza Hut has 7% of employees aged below 18 years, while the majority of them
are aged between 20 to 30 years resulting in 46%.
According to Pizza Hut Statistics, the majority of the employees have at least a high school
diploma resulting in 46.5%, followed by a bachelor’s 20.2%, an associate degree 18%, and a
diploma 9.9%. Moreover, 4% of the employees as of 2023, have certificate education, along
with a master 1. Most traffic is generated from the United States of America on pizzahut.com
and its online delivery app. Other countries with the highest traffic over the last 6 months of
2023 are Indonesia, Germany, Colombia, and Canada. Furthermore, online delivery apps for
mobile generated 88.41% traffic resulting in 23 million worldwide, while it is only 11.59% for
desktop contributed by 3 million.
In the United States of America, as of 2022, the primary franchise investments made by Pizza
Hut were building and site improvements ($1,575,000), equipment ($300,000), and small
wares ($50,000). However, the total of everything included in the investment reached
$2,063,500 as an estimated cost. According to Pizza Hut Statistics, Pizza Hut is one of the top
5 brands in the USA as of September 2023, with 32% of Americans ordering food through
delivery bookings. However, the top 3 places are secured by Door Dash (69%), Domino’s
(47%) and Uber Eats (45%). Grub Hub had 23% of its share in online food delivery bookings
in September 2023.Pizza Hut is also one of the top 10 brands with a high customer satisfaction
score in the United States of America in 2023. It has a 78 ACSI score while Chick-Fil-A is the
top brand with the highest ACSI score resulting in 85. As of 2022, in the United States of
America, Domino’s Pizza, Pizza Hut, and Little Caesars were ranked Pizza chains for
generating the highest sales resulting in $8,571.9, $5,269.7, and $4,724.3 respectively. Other
brands that ranked in the list with the highest sales were Papa John’s Marco’s Pizza, Papa
Murphy’s, etc.

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8.2: Pizza Hutt competitors market share analysis:
1.Domino's:
Domino’s Pizza is a restaurant chain based in America founded in 1960. Dominos has its
headquarters in Michigan, USA and serves worldwide across 80+ countries. Dominos is one
of the largest pizza chain in the world and sells on an average more than 1.5 million pizzas per
day.The market share was 7.8% in the previous year.
2. Papa John’s Pizza:

Papa John’s Pizza started in 1984 in the town of Jeffersonville in Kentucky, U.S.A. It is a well-
known pizza-restaurant chain and is one of the more famous chains all across the world. It was
started by John Schnatter also commonly known as “papa”.The market share was about 22% .
3. Smokin Joes Pizza:

Smokin Joes Pizza is one of the biggest competitors of Pizza Hut.Expanded 6.53%.
4. KFC:
KFC is an American Fast food chain earlier called as Kentucky Fried Chicken. It was
established in Colonel Harland Sanders with humble beginning in a roadside stall during great

Page | 35
depression. KFC is one of the largest fast food chain in world along with McDonalds.Expanded
11 3% to 16.1% in the previous years.
5. McDonald's:
McDonald's was founded in 1940 by Richard and Maurice McDonalds and primarily sells
hamburgers, chicken products, cheese burgers, breakfast items, soft drinks, milkshakes and
desserts. The restaurant has also included salads, smoothies, fish wraps and fruits. The mode
of operation is either franchise based, an affiliate or by the corporation itself.Expanded 24 to
25%
6. Subway:
Subway founded in 1965 in Bridgefort Connecticut, has been growing at the highest pace as a
world franchise. Subway has its presence in 100 countries and territories with over 35,000
restaurants as on 2021. This American fast food restaurant chain mainly serves its customers
with variety of tasty submarine sandwiches and Expanded 22.3%.
7. Taco Bell:
Taco Bell is America's largest Mexican fast food restaurant chain. It has over 6000 restaurants
in 17 countries worldwide. It was founded by Glen Bell in 1962 at Downey, California.
8. Burger King:
Burger King is one of most famous brands of burger making chains. With a history of more
than 50 years, Burger King is having more than 15000 locations in more than 70 countries.
Initially, they introduced Whopper sandwich, with time the Burger King has changed their
menu and strategies according to the market atmosphere.
9. Chicago Pizza:
Chicago Pizza is one of the biggest competitors of Pizza Hut
8.3: Pizza Hutt differentiation in the pizza industry:
When it comes to determining which pizza is better between Domino’s and Pizza Hut, several
factors come into play. Firstly, both pizza chains have their unique styles of pizzas that appeal

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to different taste preferences. Domino’s is known for its hand-tossed crust and bold, flavorful
toppings, while Pizza Hut has gained fame for its iconic deep-dish pizza loaded with gooey
cheese and savory toppings. These distinct pizza styles cater to different cravings and allow
customers to choose based on their preferences.
Additionally, Domino’s and Pizza Hut often offer similar deals and specials to entice
customers. Both chains frequently run promotions such as “Buy One Get One Free” or
discounted combo meals, providing value for customers seeking a budget-friendly meal. These
offers further add to the competition between the two pizza giants, as they strive to attract and
retain customers with competitive pricing and tempting deals.
The fierce competition in the pizza industry also plays a role in determining which pizza is
better. As the largest pizza chains in the market, Domino’s and Pizza Hut constantly push each
other to innovate and improve their offerings. This drive for excellence leads to a constant
evolution in their marketing strategies, menu innovations, and customer engagement efforts.
While determining which pizza is better ultimately comes down to personal preference, there
is no denying the steep competition between Domino’s and Pizza Hut fuels their commitment
to quality, delicious pizzas, and customer satisfaction.
8.4: Pizza Hut's marketing strategy:
Pizza Hut has always been a frontrunner in the pizza industry, known not just for its delicious
pizzas but also for its effective marketing strategy. One of the key elements of Pizza Hut’s
marketing strategy is its commitment to product quality. Pizza Hut prides itself on using only
the freshest ingredients and ensuring that each pizza is made to perfection. This focus on high-
quality products helps Pizza Hut differentiate itself from competitors and create a loyal
customer base who value the taste and consistency of their pizzas.
In addition to product quality, Pizza Hut also excels in menu options. They understand the
importance of offering a wide range of options to cater to different tastes and preferences. Pizza
Hut’s menu includes not only a variety of pizza styles but also pasta, wings, and desserts. By
offering such a diverse selection, Pizza Hut ensures that there is something for everyone,
attracting a broader customer base and increasing the chances of repeat business.
When it comes to target markets, Pizza Hut has successfully penetrated not only the domestic
market but also international markets. Their global expansion has been fueled by a deep

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understanding of the cultural nuances of each market and adapting their menu to suit local
tastes. This ability to successfully enter and cater to different markets reflects Pizza Hut’s
strong marketing expertise and adaptability.
Furthermore, Pizza Hut places a strong emphasis on customer satisfaction. They understand
the importance of consistently delivering a great dining experience to their customers. As part
of its marketing strategy, Pizza Hut has implemented various customer loyalty programs to
reward its repeat customers. These programs not only incentivize customers to choose Pizza
Hut over competitors but also promote customer retention and brand loyalty.
Overall, Pizza Hut’s marketing strategy is centered around product quality, menu innovation,
targeting diverse markets, and creating customer loyalty. By focusing on these key areas, Pizza
Hut has managed to position itself as a leader in the pizza industry and consistently attract a
large customer base.

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Chapter-Nine
“SWOT Analysis and Challenges of Pizza Hut”

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9.1: SWOT Analysis of Pizza Hut:
SWOT analysis helps the business realize its strengths and weaknesses, which in turn aids in
the easy management of the company. This also helps in determining its business and
performance in comparison to its competitors.This analysis helps the company to determine
how the company can prosper in the competitive market and devise countermeasures wherever
needed
1. Strengths of Pizza Hut:

The strengths of a company are the distinctive skills that offer it an edge in gaining a greater
customer base and high profitability. Let’s see how Pizza Hut is a competitively strong
company and is related to its peer competitors
Innovation: Pizza Hut has a hugely popular brand name and a strong database of loyal
customers. They provide a great range of pizzas with different innovations, such as hand-tossed
pizzas, cheesy crusts and a lot more, while being true to the originality of pizzas from Italy.
Sponsorships: A lot of international sports events, movies, and project teams for various
companies are sponsored by Pizza Hut in an attempt to increase brand awareness and an
increasing customer base. In 2018 pizza hut has become the official sponsor of the NFL and In
2019 it has also been debuted its first esports Football stadium. Pizza Hut has shown its brand
popularity all over the world.
Worldwide Reach: Pizza Hut being a Multinational Global driven brand has franchises in over
18 thousand locations in 120 countries. This amplifies the brand’s awareness and influence
within markets of various cultures.
Country Wise Menu: The pizzas they offer are generally the same throughout their franchises,
however, they do sell other food products pertaining to the cultural requirements of each area.

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2.Weakness of Pizza Hut:

Next in the segment of the SWOT Analysis of Pizza Hut, we have the Weaknesses. These are
characteristics of a company or brand that require to be strengthened. The following are Pizza
Hut’s significant flaws:
Brand Franchise: The major weakness of pizza hut is that while maintaining its brand loyalty,
Pizza Hut is losing its turnover by not focusing its availability in Remote area companies they
should concentrate on pizza delivery locations present in B grade towns. If not the fast-food
chain, then at least Pizza hut delivery, which is pizza hut’s home delivery franchise should be
present in such places which will make customers easier to trust .and by doing this they will
have high turnover over other competitors worldwide
No Variation: Another weakness of Pizza hut is that the taste of their pizzas is there for ages
and customer’s recent polls have shown that customers aren’t satisfied with an equivalent old
pizza taste and there is more interest in a wider range of pizzas. Thus pizza hut needs to keep
inventing more different types
3. Opportunities for Pizza Hut

Potential areas that provide a company with the chance to enhance its outcomes, boost sales,
and profit is known are considered Opportunities. Following are opportunities Pizza Hut can
grab:
Developing Markets: The best opportunity for pizza hut is a further extension in the food
range is the greatest option. There are many opportunities for the opening of new malls or
shops to spread out in selected B towns and make their awesome pizza available in these places.
Sooner or later Pizza Hut has to do it manner if not the dining experience they can start a home
delivery franchise which will help them to compete with Dominos
New Flavour: New variety according to the local taste is a great opportunity to attract
customers I am waiting for an mc spicy type pizza to be served in Pizza hut. This will give
customers the spicy variety that they want. The same strategy has worked wonders for
McDonald’s
Advertising: More promotions on social media and showing them great works done all over
the world will help to grow and compete

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4. Threats to Pizza Hut:

External elements that might affect a company’s growth are known as Threats. Pizza Hut’s
threats include the following:
Competitions: Dominos is one of the single significant challenges to the pizza hut when
concerned with pizza or Italian Food. Dominos cannot match the quality of Pizza Hut in crust
comparison. Dominos are present in most locations where Pizza Hut is not. McDonald’s,
Burger King, and KFC are also indirect competitors trying to steal customers from pizza hut
regularly.
Increasing Cost: Cheese, flour, and chicken/meat are some of the main ingredients used in
pizza, and their cost has been increasing for the past few years. The increased price rates in the
different sectors are pushing the company to increase the retail price, and that would impact
the sale
Health Consciousness: Rising health concerns people being more fitness conscious might also
cause a drop in pizza consumption. Consuming too much pizza can increase the risk of heart
disease customers as most toppings have a ton of saturated fats. As pizza hut is also trying to
bring plant-based meal pizza coast to coast. Food regulatory agencies’ constant alertness might
have an impact on their business operations.
During the past few years, the pizza industry has expanded exponentially. Now, pizzas come
in a litany of different styles and price points, providing consumers with an opportunity to
customize their pizza experiences to meet their needs. Furthermore, pizza restaurants are
adding new, varied ingredients to the pizzas themselves, creating niche areas that are attractive
to people of all backgrounds. Given that there are also vegetarian, vegan, and gluten-free
options available in the pizza market, it is easy to see why just about everyone has a version of
pizza that they like.
Perhaps this is why the pizza industry has grown so quickly during the past few years, as
projections predict the pizza market to increase by $51B. Even though this is good news
because it creates new opportunities for pizza restaurants, it also means that customer
expectations are higher than ever before.

Page | 42
9.2: Top Challenges Confronting the Pizza Industry:
The pizza segment continues evolving, creating not only opportunities but new challenges as
well. One of the biggest challenges that pizza operations face today is rising ingredient costs.
While the creative menu options are certainly an advantage, it also means that restaurants
require numerous ingredients to make delicious pizzas. These ingredients are becoming more
expensive, contributing to overhead expenses.
There are also major labor issues, with many pizza kitchens having difficulty hiring enough
staff. The available staff is also coming at a higher cost, which is eating into restaurant profit
margins even further.
There are steps that restaurants and pizza kitchens can take to maintain profitability without
sacrificing the quality of their service. For example, shortening supply chains by sourcing local
ingredients could be a way to reduce overhead expenses, and investing in advanced equipment
that doesn't require as many staff members to run, or as much specialty knowledge, could be a
way to cope with rising labor costs.
The Cost-Saving Benefits of Using Blast Chillers in Pizza Operations

One of the most important pieces of equipment that pizza kitchens should use to improve the
efficiency of their operations is a blast chiller. Blast chilling is an efficient way to take food
products and quickly reduce them to the right temperature for storage. When food is quickly
frozen at 38 degrees F, it will not spoil as quickly.
Furthermore, blast chilling allows pizza operations to develop production schedules and cook
in batches, boosting productivity and efficiency without sacrificing quality. Pizza restaurants
have a variety of ingredients, and it can be a challenge for pizza kitchens to preserve all of
them. Using a blast chiller, pizza kitchens can quickly preserve all of their ingredients by
keeping them out of the temperature range where bacteria grow, reducing food waste.

Page | 43
Conclusion
In conclusion, the analysis of Pizza Hut's marketing activities from production to sale offers
valuable insights into the strategies employed by the company to maintain its competitive edge
in the food industry. Through a thorough examination of Pizza Hut's product development,
promotion, distribution, and sales management practices, several key findings have emerged.
Firstly, Pizza Hut demonstrates a strong focus on product innovation and customization,
catering to diverse consumer preferences and ensuring a wide range of options for its
customers. Secondly, the company's marketing strategies, including branding initiatives,
promotional campaigns, and digital engagement, play a crucial role in enhancing brand
visibility and driving consumer engagement.
Furthermore, Pizza Hut's robust distribution network, encompassing both physical outlets and
online platforms, facilitates convenient access to its products, thereby maximizing sales
opportunities. Additionally, the company's commitment to quality control and customer service
contributes to building long-term loyalty and satisfaction among its customer base.
Despite facing challenges such as evolving consumer trends and intensifying competition,
Pizza Hut remains well-positioned to capitalize on emerging opportunities and sustain its
market leadership. By leveraging its strengths and addressing potential areas for improvement
identified in this report, Pizza Hut can further enhance its marketing effectiveness and drive
continued success in the dynamic food market landscape.

Page | 44
Reference
1. www.google.com.bd
2. https://www.wikipedia.org/
3. Keller, K. L., & Kotler, P. (2016). Marketing Management (15th ed.). Pearson
Education. [This textbook provides a comprehensive overview of marketing principles,
including product development, promotion, distribution, and sales management, which
can be applied to the analysis of Pizza Hut's marketing activities.]
4. Pizza Hut Annual Reports. [Reviewing Pizza Hut's annual reports can provide valuable
insights into the company's financial performance, marketing strategies, and business
objectives.] (https://investors.yum.com/financial-information/annual-reports/)
5. Get information about Marketing Strategies and Marketing Mix of Pizza Hut from this
site (https://thebrandhopper.com/2023/10/26/marketing-strategies-and-marketing-mix-
of-pizza-hut/)
6. Get Information from blog site of pizza hut. [These sources provide firsthand
information about Pizza Hut's latest marketing campaigns, product launches, and
promotional initiatives.] ( https://blog.pizzahut.com/category/community/)
7. We use this site for SOWT Analysis (https://www.scribd.com/doc/82749417/SWOT-

Analysis-for-Pizza-Hut)
8. Use this report for collect information

(https://www.academia.edu/26316138/PROJECT_REPORT_ON_PIZZA_HUT)
9. Pizza Magazine (https://www.pmq.com/) This publication focuses on the pizza

industry and could offer insights into current trends and consumer preferences that
influence Pizza Hut's marketing decisions.
10. Marketing News (https://www.marketingweek.com/marketing-news/) Articles in this

publication might discuss broader marketing strategies and campaigns that could be
relevant to Pizza Hut's approach.

Page | 45

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Department

Siam Kazi 212005

Md. Rifat Ahmed Bappy 212012

Fahim Ashab 212020

Onita Aktar 212036

Israfil Ahmed 212037

Johon Tripura 212039

BBA 2nd year 1st semester

JASHORE UNIVERSITY OF SCIENCE AND TECHNOLOGY

JASHORE UNIVERSITY OF SCIENCE AND TECHNOLOGY

Through a comparative analysis of Pizza Hut's marketing strategies in Bangladesh and

JASHORE UNIVERSITY OF SCIENCE AND TECHNOLOGY

Chapter Two: “ Introduction to Pizza Hut ” 03

2.3 Marketing Strategies Tailored for Bangladesh 06

Chapter Three: “ Product Development ” 08

Chapter Four: “ Production Process ” 11

Chapter Five: “Branding and Positioning” 13

5.1 Pizza Hut's Brand Identity 14

Chapter Six: “The 4Ps of Marketing for Pizza Hut” 16

Chapter Seven: “Customer relationship management” 26

JASHORE UNIVERSITY OF SCIENCE AND TECHNOLOGY

Chapter Eight: “Market Analysis and Competition” 32

8.1 Market share performance and analysis of Pizza Hut 33

Chapter Nine: “SWOT Analysis and Challenges of Pizza Hut” 39

9.1: SWOT Analysis of Pizza Hut 40

JASHORE UNIVERSITY OF SCIENCE AND TECHNOLOGY

JASHORE UNIVERSITY OF SCIENCE AND TECHNOLOGY

1.1 Origin of the report:

1.2 Objective of the report:

1.3 Methodology of the report:

To achieve these objectives, the following research methods will be employed:

 Secondary Data Analysis: Extensive research will be conducted using existing

1.4 Limitations of the report:

JASHORE UNIVERSITY OF SCIENCE AND TECHNOLOGY

“Introduction to Pizza Hut”

JASHORE UNIVERSITY OF SCIENCE AND TECHNOLOGY

Introduction to Pizza Hut

2.1 Brief History and Overview:

The Birth of Pizza Hut:

Early Days and Expansion:

The Red Roof and Iconic Logo:

JASHORE UNIVERSITY OF SCIENCE AND TECHNOLOGY

Pizza Hut in Bangladesh:

Challenges and Innovations:

JASHORE UNIVERSITY OF SCIENCE AND TECHNOLOGY

2.2 Importance of Marketing in the Food Industry:

2.3 Marketing Strategies Tailored for Bangladesh:

 Localization and Brand Positioning:

2. Family-Oriented Approach: Pizza Hut positioned itself as a family-friendly

 Digital Marketing and social media:

JASHORE UNIVERSITY OF SCIENCE AND TECHNOLOGY

1. Facebook and Instagram: Regular updates, mouthwatering food

JASHORE UNIVERSITY OF SCIENCE AND TECHNOLOGY

JASHORE UNIVERSITY OF SCIENCE AND TECHNOLOGY

3.1 Menu Offerings:

JASHORE UNIVERSITY OF SCIENCE AND TECHNOLOGY

3.2 Developing New Products:

Pizza Hut’s product development strategy revolves around innovation:

 Market Research: Extensive research identifies emerging trends, flavor preferences,