MKTG 8014 - Customer Value, Propositions, and Journey: Pizza Hut

This presentation analyzes Pizza Hut's customer relationship management strategies, focusing on customer value, value propositions, and customer journey mapping. The presentation begins with an introduction to Pizza Hut, its background, and its international presence. It then explores customer value through online and offline marketing initiatives, including website and app development and in-store services. The presentation also examines customer value propositions, differentiating between gourmet and traditional pizzas. A customer journey map illustrates how Pizza Hut interacts with its customers. The presentation uses various references to support its analysis, providing a comprehensive overview of Pizza Hut's customer-centric approach. This presentation was submitted by a student to Desklib, a platform for AI-based study tools.

Managing customer relationship

Introduction
This presentation follows on the
customer value as well as their value
propositions and also customer
journey map of this organization of
pizza hut. Here, for offering the
presentation, the organization has
been selected in terms of fast food
category and for that, the
organization has selected to Pizza
hut.

Background of company
 Pizza hut is an international
franchise offering lots of pizzas.
 The establishment year of 1958
by Dan Carney and Frank Carney.
 They have almost 18431
restaurants across the world.
 This organization provides the
product of pasta, pizza and also
Italian American cuisine.
 The parent organization was Yam
brand.

Customer value
 In the marketing part, each of the
organization has followed two segments
including online marketing and offline
marketing.
 For online marketing, they need to
develop an app by which the customers
can interact with the company.
 The offline marketing takes place in
diverse stores and by that the
customers can purchase the products.

Customer value
For conducting the online marketing, some initiatives are
required to be followed by this organization.
 The company has developed their official website.
 The company has developed the official app.
 They promote their business by promotional campaign “Hut
Lovers”.

Customer value
For offline marketing, the company decorates their
stores for attracting customers and also provides lots
of services to the customers in order to grow up their
sales strategy.

Customer value propositions
Customer value proposition is
mainly regarding with the customer
satisfaction. For that, each of the
organization should liable to
provide the standard quality based
foods as well as services to satisfy
the customers.

Customer value propositions
 In the case of gourmate pizza,
the customers are highly
satisfied if the pizza makers of
the pizza hut are able to make
the pizzas delicious.
 These kind of pizzas are
expensive in cost criteria.

Customer value propositions
In the section of traditional
pizza, these are normal
categorised pizzas and
customers can order these at
any time.

Customer journey map

Customer journey map
This figure shows the
customer journey mapping
of Pizza hut by which it can
understand how the
customers relate with the
operational activities of the
organization.

References
 Coronel Arce, C. S. (2016). Calidad de servicio y grado de satisfacción del cliente en el restaurant Pizza Hut en el centro
comercial Mega Plaza Lima; 2016.
 Fang, H., & Zhang, Y. (2019, August). Domino’s Shareholder Value Analysis in Australian Market. In 1st International
Symposium on Economic Development and Management Innovation (EDMI 2019). Atlantis Press.
 Fang, Y., & Choi, S. (2016). Developing Customer-Based Brand Equity in Foreign Markets: Cases of Global Restaurant
Franchises in China. Asia-Pacific Journal of Business & Commerce, 8(2), 91-125.
 Hut, P. (2015). Pizza Hut. Recuperado el, 16.
 Itani, O. S., Kassar, A. N., & Loureiro, S. M. C. (2019). Value get, value give: The relationships among perceived value,
relationship quality, customer engagement, and value consciousness. International Journal of Hospitality
Management, 80, 78-90.
 Kaung, A. A. (2019). THE EFFECT OF CUSTOMER PERCEIVED VALUE ON CUSTOMER LOYALTY OF PIZZA HUT IN
YANGON (Doctoral dissertation, Yangon University of Economics).
 Nanda, N. L. N. K., & Utama, I. W. M. (2015). Pengaruh Konflik Kerja-Keluarga dan Kepuasan Kerja Terhadap Tingkat
Turnover Intention Karyawan pada Restoran Pizza Hut Mall Bali Galeria. E-Jurnal Manajemen, 4(9).
 Olise, M. C., Okoli, M. I., & Ekeke, J. N. (2015). Factors influencing customers patronage of fast food
restaurants. International Journal of Economics, Commerce and Management, 3(11), 686-701.
 Pangavhane Smita, B., & Muley, M. P. S. A Significance of Value Chain Analysis in Assessing Competitive Advantage of an
Organization.
 Pearson, S. (2016). Building brands directly: creating business value from customer relationships. Springer.