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PREFACE

Marketing is most important for any business. Without marketing company cannot get opportunity to develop or increase profitability. As a student we study marketing subject. So that rather than getting only theoretical knowledge practical knowledge is also important This report is mainly focus on marketing concept. Module V gives us a great opportunity to apply our theoretical knowledge in practical world. We know that if we know theories, but we are not aware about market and how to apply theories in the practical world. This project provides idea about how to apply theoretical knowledge in practical world.

Acknowledgements

I would like to express my sincere gratitude to those people who have helped me directly or indirectly in preparing this project report. First, I would like to thank has given such a wonderful opportunity to improve our skills and abilities by this module V project work and also thanks to Gujarat Technological University. I would also like to thanks to Pizza Hut who have given me a permission to do this project in his organization.

INTRODUCTION
In 1958, Frank and Dan Carney had an idea for a great local pizza restaurant in Wichita Kansas. The small 25 seat restaurant only had room for 9 letters on the sign. The building looked like a hut, so 'Pizza Hut' was born. Fifteen years later, they opened the first UK restaurant and since then they have become the biggest Pizza Company. Up to 1972, there were 1000 restaurant open in USA. Pizza Huts pizza has same toping and same taste internationally. Pizza Hut always try to make customer happy and maintain good relation with them. In 1977, PepsiCo bought Pizza Hut. Pizza Hut, one of the biggest franchising companies in the food market, is a much preferred business venture because of its popularity among consumers. Today, the corporation has over $37 billion assets, making this one of the fastest-growing businesses in the market. Today Pizza Hut becomes the neighbourhood restaurant. Today 12,500 restaurants over the world. Today Pizza Hut about much more than pizzas. They also offer pastas, mocktails, soups, salads

HISTORY OF PIZZA HUT


1958: 1972: 1973: 1977: 1980: 1986: 1992: 2001: 2009: Frank and Dan Carney open the first Pizza Hut in Wichita, Kansas 1000 restaurants are open throughout the USA Pizza Hut went international with restaurants in Japan, Canada & England. PepsiCo bought Pizza Hut Pan pizza was introduce there were 100 restaurants in the UK and 5000 world wide There were 9,000 restaurants in 84 countries. Pizza Hut began a franchising programme with its delivery stores. Pizza Hut was voted Best Family Restaurant in the Tommy's Let's Get Baby Friendly award. 2011: We create best pizzas in the world.

1. INTEGRATED MARKETING COMMUNICATION


Analysis of Advertisement of new magic pan pizza that include a. Objective of the ad Make aware to people about new magic pan pizza To make aware about such great quality being available at such a great price. To create attraction towards it Large no. of customers can buy this product b. Target audience To make available product to large no. of customer. Also make available to lower income group people Attract customers who interested in crunchy base pizza at lower price c. Appeal of the format used The first advertisement shows a family fretting over their childs exam and asking the child how the exam went and whether he attempted all the questions to which the child says- Haan, par ek question out of syllabus tha- ki itne crunchy base wala pizza sirf44 rupees mein?! How?! The advertisements focus on such great quality being available at such a great price that everyone will ask how

d. Positive points Ad create positive image in the mind of customer about test Also has positive impact about test In ad seen has taken very natural so customer can accept very easily Attractive ad Convey of nonverbal communication very good. e. Negative points By seeing ad person may think that it is only for child they also should have to concentrate on parents to attract parents of child for this pizza Solution for negative points They should also have to publish ad in that they show attraction of old age people and also parents

2. Consumer Behaviour
Market segmentation Geographic: Geographic segmentation of Pizza Hut is worldwide. Now Pizza Hut is serving more than 80 countries including India, Morocco, UK,USA, Algeria, Russia, Cyprus, China, and Bangladesh etcBut well talk about the Pizza Hut India. Pizza Hut Moroccos geographic segmentation is the developed cities. Pizza Hut is available in Delhi, Vadodara, Surat, Mumbai etc.

Demographic: Pizza Huts general market segment is younger generation. But they go wide in this thing. They segment high incomes and business class families which can spend money on the best pizzas in the market. Pizza Huts global slogan is also describing its market segmentation that is Now its time to eat more . But in India, the slogan is Share the good times Main age group is12-30 years.

Target Marketing:

Pizza hut have target the families who like to go out for dinner once in a week. They also target teenagers of school Spending habits of college freshmen also indicates a high percentage of money being spent on non-essential items. Pizza Hut has made delivery services for those customers who like to have pizzas in their home with their families or friends

. We can also say that Pizza Hut is targeting the generation X which is more active in spending money on non-essential things like eating. Pizza Hut is also offering products for vegetarians. The company is offering meet free pizzas with salad and pasta so that people who dont want to eat meat could enjoy the quality and best food of Pizza Hut.

3. Sales and distribution management

The Buying Decision Process

The above diagram represents the buying decision process. Each step can further explained in the following way: Problem Recognition In this stage, the individual faces a problem of hunger. So, he would have a need of having food. Information Search This is the next stage, where the individual looks for information .he might look for different cuisines that he can have. He might end up deciding on the cuisine that he wants to have. He will then look for the possible options in that particular cuisine. Example, if he wants to have Italian, he might find out about all the Italian restaurants, food courts. Evaluation of Alternatives In this stage he evaluates the alternatives that are available. He might take the final decision based on things like the time factor, reach of the restaurant, prices, food variety etc comparing it in different places. He would evaluate the alternatives like pizza hut, dominos, U.S pizza, and local Italian restaurants.

Purchase Decision The next stage is the final stage of buying the service. The individual would finally decide on the place where he wants to have his food. He might go to the convenient place to him. He might go to pizza hut, for its food, prices and services offered. Post Purchase behavior The final stage is the post purchase stage, where the individual decides whether to go to the place or not. If he is happy with the service, he would re visit the place. He might also suggest people to go to the place if he likes the service that is offered. If not, he might not visit the place and would also suggest others not to go.

Conclusion / suggestion: Company should also have to concentrate on lower middle income group people to increase the sales. Also company should have to make ad of that type which can attract also old age people i.e. age above 50