BHO6001 - Pizza Hut's Marketing Mix & Online Customer Experience

This case study analyzes Pizza Hut's digital marketing strategies, focusing on their marketing mix (product, price, place, promotion, people, physical evidence, and process) and key success factors in relation to online customer experience. The study highlights Pizza Hut's use of mobile apps a...Read More

Running head: Digital marketing
Digital marketing

Digital marketing
Table of Contents
Introduction.................................................................................................................................................3
Marketing mix variables..............................................................................................................................3
Key success factors in relation to online customer experience....................................................................4
Conclusion...................................................................................................................................................5
References...................................................................................................................................................6
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Digital marketing
Introduction
The primary motive of this paper is to measure the marketing mix for the Pizza hut. Pizza hut is
an American restaurant chain that provides various food and beverage product including pizza,
dishes, and deserts (Pizza hut, 2018). It is one of the biggest and leading restaurant companies in
the world. Along with this, it also explains the key success factors that are related to the online
customer experince.
Marketing mix variables
The marketing mix plays a significant role in attaining competitive advantages in the global
market. The marketing mix for Pizza hut has been discussed below.
Product: Pizza hut is one of the biggest and growing pizza chain brands in the world. It is
famous to carry out experiments and build new products in the global market. The company
introduced stuffed crust pizza in 1995 that was one of the popular pizzas. The products in the
marketing mix of pizza hut cover pizza, pasta, Italian American and buffalo wings. The natural
pizza is sold by the company in the United States, and Dallas. It has been found that pizza hut
developed Tandoori panner pizza, exotica, paneer vegorama as their signature dishes. The other
dishes that made by the pizza hut include breadsticks, cheese sticks, wings, deserts and pasta.
Besides this, it is also serving pepsi, diet pepsi, mist twist and mountain dew (Freeman et al,
2014).
Price: The competitive pricing strategy is used by the company for maintaining the quality of the
products in the global market. The company differentiates its pricing from the competitors to
gain competitive advantages in the marketplace. Along with this, premium pricing strategy is
also initiated by the firm to depict high quality in its products. It has been found that pricing
strategy is dependent on the size of the pizza offered such as crust, small and medium chosen.
Place: Pizza hut is expanding and exploring its business activities and operations globally. Pizza
can be ordered online from its various from its websites and other online channels. The company
also provides home delivery services to the customers across the world. It provides home
delivery options for the customers ordering online with a time gap of 30 minutes for delivery or
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scheduled delivery. By providing online delivery services, the company has been able to provide
satisfaction the customers in the global market (He, Zha and Li, 2013).
Promotion: Pizza hut is well known for its advertisement and promotional strategies. Along
with this, various marketing campaigns and survey are done by the company to analyze and
evaluate the needs, desires and wants of the customers in the international market. Besides this,
various digital channels are used by the organization to promote and enhance its products and
services. It has been identified that promotional events are carried out by the company to
increase and enhance the sale of the company in the international market (Cheema et al, 2015).
People: The Company is a people centric service brand who focuses on the employees and
customers. Effective leadership styles are used by the managers at Pizza hut to motivate the
workers for performing roles and responsibilities.
Physical evidence: It has been found that pizza hut maintains a hygiene and clear environment
in the all the stores globally. Along with this, quality control standards are also adopted by the
firm in the global market.
Process: It has been noted that pizza hut uses state of art machinery for the production of baked
pizzas and other items. Pizza is made based on the order received either from telephonic call,
online ordering or given by the customers in the restaurant. Effective and unique process is used
by the company to produce the products (Alden, Steenkamp and Batra, 2018).
Key success factors in relation to online customer experience
It has been found that Pizza hut is a popular restaurant chain in Hong Kong. To better engage its
customers, it built and developed a mobile app and adopted Azure as its infrastructure platform.
It is noted that the Pizza hut iphone app appeared as the featured icon in the itunes app store
lifestyle category that is ranked in the top 15 apps in this category. The mobile apps are used by
the company is to increase mobile sales by 20% in next 6 months (Cochrane, 2014). By using
digital channels in the marketplace, the firms has been able to maximize the sales and revenue in
the global market. Online payment system is one of the significant and effective success factors
of the company that helps in make easy the payment system. The online shoppers are well
known for low tolerance for system feedback. The trustworthy website design and online
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payment system save the customer time and additional efforts. Another success factor is
technology that helps the company to reduce the cost of the firm effectively. The advanced and
innovative technology can enable service providers to enhance and improve the quality of online
customer experience and communicate value with customers. With the help of effective online
channels, the company is able to provide 24*7 services to the customers across the world. It will
also help in attracting number of customers around the world. Product delivery can be done at
any time with the help of online apps and channels. Information can be received in customer’s
emails with the help of online channels. Apart from this, the company can receive feedback and
reviews related to the quality and features of the products (Doorley and Garcia, 2015).
It has been found that application is effective because it takes less time in ordering the products.
It also brings consistency and along with this, it is easier to compare applicants impartially. In
addition, each employer can customize the form to their specific criteria and exclude the
information and facts they do not require. In this way, application is very effective and unique
(Morgan-Thomas and Veloutsou, 2013).
It has been recommended that Pizza hut should focus on the online channels, apps and customer
relationship management to improve and enhance the products and services in the international
market. Along with this, Pizza hut must focus on the growth strategies to generate more revenue
and outcomes globally. The company should consider utilizing their intelligent advertising
techniques and tools to focus on all the competitors in the market. It has been found that the firm
should improve their innovative strategies that they used their selling and online marketing. All
these recommendations help the organization to make bright future.
Conclusion
It has been analyzed from the above mentioned analysis that Pizza hut uses unique and effective
marketing mix strategy to beat the competitors in the market. Furthermore, online channels also
provide competitive benefits to the customers in large extent. At the end, some recommendations
have been given to increase profitability in near future.
References
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Alden, D.L., Steenkamp, J.B.E.M. and Batra, R., 2018. Cultural Branding. Managing Brands in
4D: Understanding Perceptual, Emotional, Social and Cultural Branding, 27, p.218.
Cheema, S., Durrani, A.B., Khokhar, M.F. and Pasha, A.T., 2015. Influence of Green Marketing
Mix and Customer Fulfillment: An Empirical Study.
Cochrane, T.D., 2014. Critical success factors for transforming pedagogy with mobile Web
2.0. British Journal of Educational Technology, 45(1), pp.65-82.
Doorley, J. and Garcia, H.F., 2015. Reputation management: The key to successful public
relations and corporate communication. Routledge.
Freeman, B., Kelly, B., Baur, L., Chapman, K., Chapman, S., Gill, T. and King, L., 2014. Digital
junk: food and beverage marketing on Facebook. American journal of public health, 104(12),
pp.e56-e64.
He, W., Zha, S. and Li, L., 2013. Social media competitive analysis and text mining: A case
study in the pizza industry. International Journal of Information Management, 33(3), pp.464-
472.
Morgan-Thomas, A. and Veloutsou, C., 2013. Beyond technology acceptance: Brand
relationships and online brand experience. Journal of Business Research, 66(1), pp.21-27.
Pizza hut. 2018. About us[Online], Available from https://online.pizzahut.co.in/aboutus,
[Accessed as on 8th June 2018].
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