Marketing Strategy and Plan for Pizza Hut

This report includes the marketing strategy and plans for the Pizza Hut, including target market analysis, service performance analysis, and recommendations for improvement. The report also discusses the experience at Pizza Hut and the service provider description. The subject is marketing and the course code is not mentioned. The course name and college/university are also not mentioned.

RUNNING HEAD: Marketing strategy and plan 0
Marketing strategy and plan
Pizza hut

Marketing strategy and plan 1
Executive summary
Pizza Hut is a fast food chain serving Italian food worldwide. It is mainly known for its pizzas.
The company endures maintaining its best range. This report includes the marketing strategy and
plans for the Pizza Hut. The marketing plan comprises the experience at pizza hut. The target
market has been predetermined of the Pizza Hut. The promotion and people are defined as a part
of the marketing mix. The service recovery strategies have been discussed to address the service
failure of the company.
Finally, it can be concluded that Pizza hut can easily overcome the service failures by effectively
using the service recovery strategies.

Marketing strategy and plan 2
Contents
Executive summary.....................................................................................................................................1
Introduction.................................................................................................................................................3
Service provider description........................................................................................................................3
Target market analysis.................................................................................................................................3
Service performance analysis......................................................................................................................4
Recommendations.......................................................................................................................................5
Conclusion...................................................................................................................................................6
References...................................................................................................................................................7

Marketing strategy and plan 3
Introduction
This report includes the feedback to the manager of the Pizza Hut. The Pizza Hut is the leading
pizza chain in the world with over12000 restaurants and delivery units worldwide. This report
comprises one of the experiences at the Pizza Hut in 2018. The target market analysis has been
made in this report. Further, the service performance analysis on two of the 7 Ps is defined which
is promotion and people. Finally, it includes the recommendations to address the failures and
retaining customers.
Service provider description
I visited Pizza hut Docklands, Melbourne on 10 August 2018 to have lunch. My experience was
ok not that great. I ordered a personal size pizza and pasta. I wanted to have Pepperoni pizza but
it was unavailable (Alden, Chen & Zhao, 2017). So, I ordered a veg pizza. Both the items were
fine taste wise. Though there was a lot of variety in the food and I was not aware of all the
options available by the Pizza Hut. I was not happy to eat thick crusted pizza as I find it has too
much flour which makes heavy to digest and is not suitable in the long run for the health. Pizza
Hut in the USA offers the option of thin crust pizza which tastes better. This option in not so
common in the outlets at Australia. If they offered think crust variety, I may want to come back.
Pizza Hut is also higher in terms of the cost. But the price is not an issue if the quality is served
in the desired way. Another thing which I experienced was that I was made to wait for 40
minutes, whereas the expected delivery time is just 20 minutes. The staff was also not patient
enough to tackle the customers.
Target market analysis
The pizza hut is defined as a family product. The company targets the middle and high-class
families. The people who are vastly paid and noble businessmen are the target market of the
Pizza Hut. It focuses on the broad range of the customers. It targets the generation X which is
vigorous in expending money on the non-essential things such as eating. The company also
offers products for the vegetarians. Pizza Hut offers meat-free pizzas along with salad and pasta
so that people can appreciate the best quality and food of the company those who do not want to
eat meat. The company is also a decent place for the college and university students. The
students offer parties at Pizza Hut which makes company to earn more revenue (Fang & Choi,

Marketing strategy and plan 4
2016). Sometimes, it also happens that, it is problematic to get a single chair in the Pizza Hut
because of its striking offers. Pizza hut targets market on the basis of several factors. One of
them is that the company targets people with a higher income and food devotees who are all set
to expend and enjoy the greatest meal. Other than this, X generation is targeted as they are likely
to spend more amount on the food.
The criteria used for the segmentation is demographic and psychographic. The general market
segment of the Pizza Hut is the younger generation. The general market segment comprises the
younger generation. It is also further widened by segmenting higher income and business class
families which can expend enough amounts for the pizzas. The slogan of the Pizza Hut is “Now
its time to eat more”. The central age group is 12-40 which is captured by the company. The
psychographic division comprises people having a good approach about food intellect
particularly pizza group. It serves the same products to all kind of people.
Service performance analysis
Pizza Hut is recognized conspicuously for the Italian products like pizzas, pasta and breads. It
has gone local due to the increasing competition from the companies like KFC, Dominos,
McDonalds. Even after producing the local products as per the company, Pizza Hut is still
recognized for its variety of pizzas. The characteristics of the products are high quality served in
sizeable proportions (Fromm, Butler & Dickey, 2015). People love the richness of the pizzas.
The company is also known to carry out research and develop new products. The stuffed crust
pizza is one of the popular pizzas. It also introduced natural pizza in 2008. Its one of the
invention known as ‘space food’ which delivered pizzas to the universal space station and it used
to be vacuum sealed. Pizza Hut also offers the meal combos which comprised customization
features in which customers can choose veggies, toppings, sauces and more (Srivastava, 2015).
Promotion: Pizza makes use of advertising for its products in the local target market of Australia.
The logo of the Pizza Hut is stimulated by the red rood building. The advertising slogan of the
company in 2007 was ‘crease around the good stuff ‘and the modern advertising logo is ‘make it
great’. The promotional strategy focuses on the marketing campaigns via print media, TV, online
ads and more. The sales promotions of the Pizza hut also comprises redeeming of coupons after
checkout, it helped in increasing sales figures (Freeman, et al. 2014). The company also conducts
persuasive events on the social media and circulates advertisements in the newspapers,

Marketing strategy and plan 5
enclosures in newspapers and TV advertisements. During festivals, it promotes discounts and
offers in order to attract customers. It also provides enterprise discounts and discounts to the
special corporate customers. It is revealed that the local marketing relies on the local pizza hut
outlet as they can use BTL actions like newspaper, posters, newspaper enclosures and guiding
customers to the outlets (Saad & Badran, 2017).
People: It is a people oriented service brand. It focuses on customers and workers. Pizza Hut
presented ‘Bell’ service where the waiters welcome customers when the bell is rung by them.
The staff show affection for the customers, focus on hygiene and follows standards in the
process. They also represent warmness and displays affection. The special events such as
birthdays are celebrated in Pizza Hut and are tenderly welcomed by the staff. The company has
the most courteous and well-mannered people in the industry (Harris & Fox, 2014).
Recommendations
The recommendations are made for the service provided by the Pizza Hut. It should focus on the
promotions in order to enhance profits and generate sales. People as a part of the 7Ps is
responsible for the service failure. So, it is recommended to focus on the employees in order to
show appreciation for the customers. Any problem faced by the customers in availing services
should be first resolved by the Pizza Hut. Other orders should be taken later but complaints first.
It is a positive aspect or the company as it helps the company to grow by making improvements.
If the employees tackle customer’s problems effortlessly that it can better address the failure of
the services (Hoffman, Watson & Preble, 2016). The people as a marketing mix can be improved
by the proper training and the by enabling them with the updated skills. There can be a different
department of the authority for offering training only.
The most common service failure faced by the company is regarding the complaints by the
customers. These complaints can be concerning quality and the delivery time. It threatens to
retain customers. The service recovery strategies are recommended to address the failure of Pizza
hut (Payan, Reardon, Alden, Chen & Zhao, 2017). The strategies should be reflective of
retaining existing customers and gaining potential customers. The first strategy is to make the
failure of service safe by doing it in the right way. There should be a commitment of the top
management to achieve dimensions of the service quality. The relationship value of customers is

Marketing strategy and plan 6
appreciated by upholding standards of the service. The total quality management should not be
blindly adopted from the product perspective (Kashif, Awang, Walsh & Altaf, 2015).
The second strategy recommended to Pizza Hut is to encourage and track complaints. It has been
observed that 50% of the customers who encounter the problem do not complain. This segment
has a higher chance of switching to the competitor’s product as the company has no control over
it. It is a healthy way to encourage complaint as it allows organizations to improve and learn new
things. The process of tracking complaints ensure that there are no complaints left out. The
technology is helpful in the handling of complaints (Kraak, Englund, Misyak & Serrano, 2017).
The third strategy which can be implemented is to act quickly. The customers who compliant
want a quick response. They do not like to Ping-Pong around different employees as it shows
shrink responsibilities (Majid, Alias, Samsudin & Chik, 2016). There should be a fast
acknowledgment to pacify them. It shows a positive correlation between the fast service recovery
with satisfaction and loyalty.
Conclusion
Pizza Hut is a fast food specialized in pizzas. There are approximately 270 stores in Australia
which are particularly in the regional areas. The experience explained above at Pizza hut requires
to make changes in its service. The target market is required to be identified of the Pizza Hut in
order to determine characteristics of that market such as age, psychographics, family life cycle
and more. The uses of the promotion and people have been critically analyzed for its local
market. At last, the recommendations are given for the service offered by the Pizza Hut in order
to improve people to be efficient in the services provided by them.

Marketing strategy and plan 7
References
Alden, D. L., Chen, Q., & Zhao, X. (2017). Building Global Brand Communities: Consumer
Practices and Creolization. In The Customer is NOT Always Right? Marketing
Orientationsin a Dynamic Business World (pp. 136-139). Springer, Cham.
Fang, Y., & Choi, S. (2016). Developing Customer-Based Brand Equity in Foreign
Markets. Asia-Pacific Journal of Business & Commerce, 8(2), 91-125.
Freeman, B., Kelly, B., Baur, L., Chapman, K., Chapman, S., Gill, T., & King, L. (2014). Digital
junk: food and beverage marketing on Facebook. American journal of public
health, 104(12), e56-e64.
Fromm, J., Butler, C., & Dickey, C. (2015). How to engage Millennials: re-imagining the
consumer as a partner, not a target audience, to increase engagement. Journal of Brand
Strategy, 4(1), 27-36.
Harris, J. L., & Fox, T. (2014). Food and beverage marketing in schools: putting student health at
the head of the class. JAMA pediatrics, 168(3), 206-208.
Hoffman, R. C., Watson, S., & Preble, J. F. (2016). International Expansion of United States
Franchisors: A Status Report and Propositions for Future Research. Journal of Marketing
Channels, 23(4), 180-195.
Kashif, M., Awang, Z., Walsh, J., & Altaf, U. (2015). I’m loving it but hating US: understanding
consumer emotions and perceived service quality of US fast food brands. British Food
Journal, 117(9), 2344-2360.
Kraak, V. I., Englund, T., Misyak, S., & Serrano, E. L. (2017). A novel marketing mix and
choice architecture framework to nudge restaurant customers toward healthy food
environments to reduce obesity in the United States. Obesity Reviews, 18(8), 852-868.
Majid, M. A. A., Alias, M. A. M., Samsudin, A., & Chik, C. T. (2016). Assessing customer-
based brand equity ratings in family restaurant. Procedia Economics and Finance, 37,
183-189.

Marketing strategy and plan 8
Payan, J., Reardon, J., Alden, D. L., Chen, Q., & Zhao, X. (2017, January). Session Number: 3.4:
Global Branding and Consumption. In The Customer is NOT Always Right? Marketing
Orientations in a Dynamic Business World: Proceedings of the 2011 World Marketing
Congress (p. 134). Springer.
Saad, H. E., & Badran, N. A. (2017). How Successful is Fast Food Social Media Marketing?
International vs. Local Chains. International Journal of Heritage, Tourism, and
Hospitality, 10(2/2).
Srivastava, R. K. (2015). How differing demographic factors impact consumers’ loyalty towards
national or international fast food chains: A comparative study in emerging
markets. British Food Journal, 117(4), 1354-1376.