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Marketing strategy - Essay Example

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It has around 5,600 franchises in almost 94 countries. Pizza Hut holds a strong position in the Food and Beverage industry due to its uniqueness and variety in menu. Pizza Hut is a subsidiary of Yum! Brands, Inc. They rank among the…
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Marketing Strategy and Marketing Plan of Pizza Hut Introduction: Pizza Hut is an American restaurant chain. It has around 5,600 franchises in almost 94 countries. Pizza Hut holds a strong position in the Food and Beverage industry due to its uniqueness and variety in menu. Pizza Hut is a subsidiary of Yum! Brands, Inc. They rank among the world’s largest restaurant company (Source: Pizza Hut Inc.)
Marketing Strategy by Pizza Hut:
Pizza Hut has introduced itself as a uniquely different food restaurant from other traditional Pizza restaurants all around the world. Pizza Hut offers a long list of different pizzas with a variety of other food items on the menu. Pizza Hut follows this strategy:
TOTAL MARKET STRATEGY:
Pizza Hut entered the market with a single product. Later, Pizza Hut introduced many other products to cater and target different other segments. For example, garlic bread, pastas, salads etc.
INTERNATIONAL MARKETING STRATEGY:
Starting its operations from Kansas, USA and gradually becoming the largest local fast food leaders they entered in Canadian market by opening it first international franchise. Now, Pizza Hut holds the largest number of its pizza chains around the world.
STRONG COMMITMENT STRATEGY:
To keep their customers knotted with the restaurant, Pizza Hut introduced a variety of different and refined products to satisfy the taste buds of their customers both at local and international level. Pizza Hut guarantees its customer best pizzas in town at competitive prices.
Marketing Plan by Pizza Hut:
Marketing Plan of Pizza Hut includes following key components that help the brand to shape its position in the current local market.
SEGMENTATION:
Pizza Hut has targeted all the segments of the society on varied basis such as age, lifestyle, interest groups etc. Pizza Hut has adopted the strategy of “Think Global and Act Local.”
TARGETING:
Pizza Hut has targeted specifically those customers or the segment of the society those who like to eat out and has a taste for fast foods. Marketing Strategy of Pizza Hut is aimed to target people that fall in the age bracket of 18-55, love to eat out and never hesitate in experimenting something “new.” Looking at its international marketing strategy, Pizza Hut has entered the international market with touch of local taste mixed with its traditional recipes.
POSITIONING:
Pizza Hut has positioned itself an international and local fast food leader. It offers variety of different fast food items on its menu. Pizza Hut has gained a strong hold in the local market as well. It is known for introducing new products in the market.
COMPETITORS:
Following competitors can be a threat to the popularity of Pizza Hut in the local market:
Dominos Pizza
Papa Johns
Little Caesar’s
SWOT ANALYSIS OF PIZZA HUT:
STRENGTHS:
Strong Name Recognition
Strong Franchise Network
Variety of different products to target different segments
Largest network of restaurants with round the clock delivery services.
WEAKNESSES:
High food prices could result in losing customers.
High overhead costs due to large network of restaurants and franchises.
OPPORTUNITIES:
Innovation in pizzas
Increased brand loyalty
Good customer services
Openness to new markets
Online ordering system would help Pizza Hut to cater more orders.
THREATS:
Growing competition
Imitation of business and marketing strategy by other pizza restaurants.
RECOMMENDATIONS & SUGGESTIONS:
Pizza Hut should focus on inducting new trained employees for providing better customer services and keeping their customers loyal to the brand.
Pizza Hut should focus on targeting senior citizens by introducing new products for them.
Pizza Hut always has the advantage of introducing new products in the food industry therefore; Pizza Hut should focus on bringing something innovative in the market on the basis of their customers’ advices and suggestions.
Pizza Hut should expand its coverage. This strategy would help Pizza hut to target maximum number of customers.
Work Cited:
Pizza Hut Inc. “About Us”. (2011) accessed on 1st December, 2011. Read More
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