A STUDY ON MARKETING STRATEGIES OF PIZZA HUT IN DELHI

Abstract

Organization growth and improvement is influenced from its marketing strategies. It is vital for the organization to focus on marketing system and functions for achievement of the goals. The Indian food and grocery market is the world’s sixth largest. And Quick Service Restaurants (QSR) are growing manifold. India is the second fastest growing market for Pizza Hut. Pizza Hut is an American restaurant chain and international franchise which was founded in 1958 in Wichita, Kansas by Dan and Frank Carney. The company started its first outlet in India, in Bangalore on June 18, 1996. This report explores Pizza Hut India, background of the company, mission, vision, objective goals, and challenges in marketing. Pizza Hut as a company has always tried to target and satisfy various diverse customer categories in different countries depending upon various factors and situations. In order to fulfill its marketing objective of maximizing customer satisfaction by providing high quality products, has believed in “Think Global, act Local”. The brand has tried to target each and every diverse population segment either on the basis of age, lifestyle or special interest groups (celebrations, parties, festivals). As a part of the marketing strategy, it follows total market strategy along with international market strategy coupled with early entry strategy. Pizza Hut believes a plentiful and leveraged diverse strategy is a competitive advantage. Their goal is to grow that competitive edge by fostering an inclusive culture. Diversity is a business strategy for the company. It's an intentional choice that creates sustainable competitive advantage The report explains the company’s marketing approach to understand the current marketing system of the brand. Also elaborates on segmentation, targeting and positioning marketing system of the organization. The research builds up on primary and secondary data. Along with this an in depth study of the current strategies towards product, price, people, place, price, promotion and physical evidence of the organization was undertaken. It is concluded that existing strategies are working fairly for the brand. Television ads still attract the consumers and in general consumers are satisfied with the product offering.