Brand Management

Report on
Pizza Hut

Submitted to:
Mr. Noman Ashraf

Submitted by:
Muhammad Bilal Wajid 2520

Youns Khan Khattak 2050

Syed Awais Ali 2708

Sana Razak 2849

Samia baig 2853

Idress Waris 3095

Date: 20th Dec, 2010

Iqra University, Gulshan Campus

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 Letter of Transmittal
Course Supervisor
Brand Management
Date: 18 Dec, 2010

Respected Sir,

Subject: Letter of Transmittal

We have given task to make a Report on a Brand. For that we have selected Pizza Hut.

The following are the main points which we discussed in this Report.

 History of Pizza Hut

 Pizza Hut in Pakistan

 SWOT Analysis

 Marketing Strategy of Pizza Hut

 Brand Strategy of Pizza Hut

 Recommendations

We have included almost every point relevant to the topic. You are free to ask any query &
classification regarding this Report to us.

Your obediently,

Muhammad Bilal Wajid

([email protected])
Youns Khan Khattak
([email protected])
Syed Awais Ali
([email protected])
Samia baig
([email protected])
Sana Razak
([email protected])
Idress Waris
([email protected])

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 Acknowledgement

IN THE NAME OF ALLAH THE MOST BENEFICENT AND MERCIFUL

This report is an example of a great teamwork and cooperation among group members. As
business students this is our initial learning to work collaboratively with mutual understanding,
mutual consent and cooperation. The same learning in the educational field helped us to achieve
our educational goals related to each subject. This report as a whole is a representation of a group
to work with each other and help and supported each other on every step.

For this report firstly we are very much thankful to all of the personalities which helped us to
collect information regarding Brand Management report on Pizza Hut.

Afterward we are also in indebted to IQRA UNIVERSITY which opened the new windows of
education for us; we also want to say thanks to our beloved teacher Sir. Noman Ashraf without
whom we might never become able to understand the concept of our current offered subject.

Brand Management

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 TABLE OF CONTENT

Particular page no.

EXECUTIVE SUMMARY 05
HISTORY OF PIZZA 05
HISTORY OF PIZZA HUT 05
INTRODUCTION 07
Yum! 07
PIZZA HUT IN PAKISTAN 08
Pizza Hut Outlets in world 08
PIZZA HUT'S MISSION STATEMENT 08
VISION 08
PRODUCTS 09
MARKET SHARE 10
COMPETITOR ANALYSIS 10
SLOGANS 10
UNIQUE SELLING PROPOSITION of Pizza Hut 11
ENVIRONMENTAL AND INTERNAL ANALYSIS OF PIZZA HUT 11
Marketing Objectives 13
STP 14
Marketing Strategy 15
Brand Strategy 18
Conclusion 23
Recommendation 23
Reference 23

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EXECUTIVE SUMMARY:

During the past four decades Pizza Hut has built a reputation for excellence that has earned the
respect of consumers and industry experts alike. Building a leading pizza company has required
relentless innovation, commitment to quality and dedication to customer service and value. The
qualities of entrepreneurship, growth and leadership have characterized Pizza Hut’s business
through more than four decades of success. Through the strength of its heritage, its culture and
its people and franchisees, Pizza Hut looks forward to more success in future.

There are different objectives of every organization. In order to achieve these objectives different
targets are set. Targets pass down the hierarchy depending on the nature of the business.
Therefore, in order to achieve the objectives, management decides on different strategies. These
strategies are divided into many sub-parts and are useful for the running of the business. The
employees and the management know what they have to achieve through the targets which have
been set to them and the strategies they have adopted help them know the way they will achieve
the objectives. Similarly, Pizza Hut has different targets set to them and they have adopted
different strategies to successfully achieve the targets set. These targets are set by the RSC i.e.
the restaurant support centre in Karachi. These targets are passed on to the RGM (restaurant
general manager) and he passes them to the workforce. These targets fall within the
organizational structure in which there are many people who have different targets to achieve. In
order to successfully achieve the targets they need to co-operate and work in a friendly
environment.

HISTORY OF PIZZA:

About Pizza, Some will tell you Italy. That's

wrong. What you know as pizza came into
vogue around the time of Napoleon and the
French revolution. Italians, known to be lovers
of fine food and wines perfected and imported
this terrific dish to America. From here it
quickly endeared itself to mass production and
re-export to the rest of the world. Bon appetite!

HISTORY OF PIZZA HUT:

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, we opened the first UK restaurant and since then we've become the biggest
Pizza Company on the planet, Let see listen Pizza Hut Story from them!

 1958 Frank and Dan Carney open the first Pizza Hut in Wichita, Kansas.

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 1965 "Putt-Putt to Pizza Hut" musical jingle developed for Pizza Hut's first television
commercial.
 1967 A Pizza Hut restaurant was built in five days by franchisees at the Oklahoma State
Fair.
World's largest pizza (six feet in diameter) is baked and served at the grand opening of a
Fort Worth, Texas Pizza Hut restaurant.
 1968 International market entered with opening of Pizza Hut restaurant in Canada.
Pizza Hut serves a million people a week at its 310 locations.
 1969 Red roof adopted for restaurants.

First Pizza Hut restaurant opens in Mexico. Construction begins in Munich, Germany and
Australia.
 1970 Sandwiches added to basic menu of Thin 'N Crispy pizza, salad, beer and soft
drinks.
First restaurant opened in Australia.
 1971 Pizza Hut becomes the number one pizza restaurant chain in the world in both sales
and number of restaurants.
 1972 1000 restaurants are open throughout the USA.
 1973 Pizza Hut went international with restaurants in Japan, Canada &
o England. The first UK Pizza Hut opened in Islington, London.
 1977 PepsiCo bought Pizza Hut.
 1980 Pan Pizza was introduced.
 1982 The UK joint venture started between PepsiCo and Whitbread.

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  1984 Over 50 restaurants in UK.
 1986 By now, there were 100 restaurants in the UK and 5000 worldwide.
 1987 An average of one restaurant opened each week in the UK.
 1988 The UK's First Delivery Unit was opened in Kingsbury, London.
 1992 There were 9,000 restaurants in 84 countries.
 1993 There were 300 restaurants and delivery stores in the UK.
 1994 10,000 Pizza Huts were open for business.
 1997 PepsiCo decided to focus on their drinks business. As a result, Tricon
 Global Restaurants was born, creating the largest restaurant brand in the World.Tricon
became the partner company with Whitbread.
 1999 Pizza Hut had over 400 restaurants, employing 14000 people.
 2002 Tricon Global became YUM! Brands Inc.
 2006 Whitbread sold their share of the joint venture to Yum! Brands Inc.
 Pizza Hut UK Ltd was now 100% owned by Yum!
 2008 We bought Godfather's Pizza in Ireland with 28 stores.

INTRODUCTION:

Pizza Hut is a world-recognized leader of the pizza industry with the most popular pizza, pasta
and wing choices. A subsidiary of Yum! Brands, Inc. (Yum!), Pizza Hut, Inc. has more than
6,000 restaurants in the United States and more than 5,600 restaurants in 94 other countries and
territories around the world.

As a Pizza Hut franchisee, you have the ability to bring a familiar brand of pizza to your
surrounding community at an affordable price. Customers know and recognize the Pizza Hut
brand and love the product – that's why Pizza Hut is America's favorite pizza! You will be given
the tools and unparalleled support to run a successful business and to leverage the power of Pizza
Hut.

Yum!

Pizza Hut's parent company, Yum!, is the world's largest restaurant company in terms of the
number of restaurants with more than 37,000 locations in more than 120 countries and territories
and more than one million associates. The Yum! System includes three operating segments:
U.S., International and China Division. Outside the United States in 2008, the Yum! System
opened more than four new restaurants each day of the year, making it the largest retail
developer in the world.

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PIZZA HUT IN PAKISTAN:

Pizza Hut has their outlets in nine cities of Pakistan. There are total 40 outlets of Pizza Hut in
Pakistan. The details of outlets are as follows:

 19 outlets in Karachi
 1 outlet in Hyderabad
 11 outlets in Lahore
 2 outlets in Islamabad
 2 outlets in Rawalpindi
 1 outlet in Multan
 1 outlet in Sialkot
 1 outlet in Peshawar
 2 outlets in Faisalabad

Pizza Hut Outlets in world:

 Over 12500 restaurants. In more than 95 countries.

 Serving over 1.7 million pizzas to nearly 4 million customers.

PIZZA HUT'S MISSION STATEMENT:

We take pride in making a perfect pizza and providing courteous and helpful service on time all
the time. Every customer says, "I'll be back!"
We are the employer of choice offering team members opportunities For Growth, Advancement,
And Rewarding Careers in a Fun, Safe Working Environment.

P.E.A.R.L

Passion for excellence in doing every thing

Execute with positive energy and urgency

Accountable for growth in customer satisfaction

Recognize the achievements of others

Listen and more importantly. Respond to the voice of customers

Vision:

The vision of the PIZZA HUT is that “reach on the top of the peak to provide best service and
taste” & “To see Yum on customer’s face.”

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Products:

Pizza hut product line includes Pizza, Beverages, Desserts, Pastas, Sandwiches, Soups And
Salads and Starters.

Pizza:

Pizza includes Supreme (Chicken Supreme, Super Supreme), Chicken feast (Chicken Tikka,
Chicken Fajita, The Euro, Fajita Sicilian), Local delights (Shawarma Pizza, Chicken Tandoori
Pizza, Karahi Chicken Pizza, Behari Chicken Pizza), Beefy treats (Meat Lovers, Hot & Spicy),
Classic Pizza (Cheese Lovers, Veggie lovers), D.L.Y Pizza (Margherita), Splitzza.

Beverages:

Beverages include Soft Drink, Fresh Lime, Mineral Water, Orange Juice, Cappuccino, Hot Tea,
and Coffee.

Desserts:

Desserts include Strawberry Cheesecake, Lemon Cheesecake, Chocolate Cheesecake, Ice Cream,
Triple Treat, and Brownie a la Mode.

Pastas:

Pastas include Lasagna Florentine, Creamy Tomato Penne, Fettuccine Alfredo, and Spaghetti
Bolognaise.

Sandwiches:

Sandwiches include Philly Steak Sandwich, Mexican Chicken Sandwich, and Tuna Melt
Sandwich.

Soups And Salads:

Soups And Salads includes Sweet Corn and Chicken Soup, Mexican Tomato Bean Soup,
Chicken Caesar Salad and Salad Bar.

Starters:

Starters include Chicken Wings, Spicy Wedges, BBQ Chicken Spin Rolls, Cheese Stuffers,
Kebab Stuffers, Bruschetta, Flaming Wings and Behari Chicken Spin Rolls.

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Market share:

As there are Dozens of Pizza Suppliers Globally Providing Services in different part of the
World, but Pizza Hut is the One who got the Bigger Market Share Globally.

This is the Survey taken by www.survey.com that Pizza Hut is having 48% of Overall Pizza
Market in the World. After that Dominos is leading with a percentage of 20% while the rest 32%
is divided in the Remaining Pizza Providers Globally.

PIZZA HUT 48%

DOMINO'S 20%

OTHERS 32%

Competitor analysis:

Many pizza chains decided to diversify and offer new non-pizza items such as Buffalo wings,
and Italian cheese bread. The current trend in pizza chains today is the same. They all try to
come up with some newer, bigger, better, pizza for a low price. Offering special promotions and
new pizza variations are popular today as well. For example, chicken is now a common topping
found on pizzas.

Slogan:

 We have Pizza

 Now you’re eating

 Making it great!

 You'll love the stuff we're made of.

 The best pizzas under one roof.

 Gather 'round the good stuff.

 Share the good times

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UNIQUE SELLING PROPOSITION Of Pizza Hut:

To best position your practice, you need to develop a powerful and compelling unique selling
proposition (USP). A unique selling proposition is a proposition that competitors cannot make or
have not made. The unique selling proposition of Pizza Hut is…

“Pizza Hut- Fresh, hot pizza delivered in thirty minutes or less - or it is free”

ENVIRONMENTAL AND INTERNAL ANALYSIS OF PIZZA HUT

In our visit to Pizza Hut we conducted research on PEST (Political, Economic, Social and
Technological) Analysis.
In the internal analysis of Pizza Hut we have considered SWOT of the Company.

PEST (Political, Economic, Social & Technological)

POLITICAL ISSUES:
Political issues include regulatory frame work operating in judicial system which may affect the
business in different ways. There are many political factors in Pakistan affecting Pizza. Factors
such as laws on business employment, pollution and taxation apply on the organization which it
has to follow regarding the rules.
ECNOMIC FACTORS:
If the county’s economy is better so the GDP of the country will be good, this is a green signal
for the business as the per capita income of the people will be increased and they will spend
more money. In our survey we came to know that most of the people in the beginning of the
months spend more and they visit pizza hut very often. When the inflation rate increases the cost
of raw material also increases and this leads towards high prices of the products and vice versa.
SOCIAL FACTORS:
Pizza hut is a multinational and it is basically originated from America so the organization is
overwhelmed by western culture. There are social forms of society which consist of Upper class,
middle class, middle upper class, lower class and lower class. Every country has cultural norms,
values, beliefs and religion which can affect the organization.
TECHNOLOGICAL FACTORS:
Now a day’s technology is improving so as baking and heating ovens will be of new and
efficient technology and will provide efficient service. Due to new technology there are new
ways of marketing like internet; telemarketing and the organization can advertise their products
with much more faster pace. Computer based customer data that is MIS (managing information
system) helps in collecting customer data, daily transactions, future forecasting and decision
making. New vehicles will make their service more efficient.

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SWOT ANALYSIS OF PIZZA HUT:
STRENGTHS:

 World's largest pizza restaurant.

 Good quality food (Hygiene). Pizza Hut is providing good taste, quality products with
qualified staff, good atmosphere and hygienic environment.

 Brand Name. It has a good reputation and a good branding.

 Food worth its price

 It can raise the profile of the company to gain the ability to sell at higher price, to
recognize its products through the corporate image and to launch new products more
easily.

 Good Services. The differential advantages can be in the product, in its presentation and
also in the way that the staff treats the customers.

 Motivation level of staff is very high which make the organization more prosperous.

 Strong brand equity supported by heavy advertising & marketing campaigns.

WEAKNESSES:

 They are more focused on Western taste instead of Eastern.

 Parking facilities
 Advertisings are very less
 Fewer Outlets
 No Social Welfare
OPPORTUNITIES:

 More Outlets should be open

 Increased global expansion opportunities due to continued process of globalization.

 Sitting area should be broader

 Environment should be more attractive

 More Attractive offers should be introduced

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  Diversification of new products can increase their market share.

 Offer deals on different occasions.

THREATS:

 Competitors like Pizza in, Domino’s, Papa John’s, Pizza Next etc.
 New entrance like Penny Pizza in Pakistan market can affect their market share.

 Social factors can affect their image as a Western organization.

 Instant Fast Food. Other local restaurants can affect their market share by providing
pizzas with lower price.

 Housewives are interested to make pizza and other fast food at home
 Changing consumer habits towards healthier food choices

Marketing Objectives:

Being that Pizza Hut holds the most market share in the pizza industry, the perceived quality and
service of the company will help to ensure a better than average chance at a successful
introduction of a new product. The pizza industry firms are famous for introducing new products
to spark short-term sales. Pizza Hut as stated earlier has been very successful at accomplishing
this. The introduction of a product that keeps with today's trends is also important to reduce the
risk of failure. In recent years there has been an increase in the marketing of products with an
extreme twist to them. Pizza Hut has the resources available to research and implement a new
product with great success.

Pizza Hut is the leader in innovative products and this new product that we are proposing will
surely be a success, given Pizza Huts track record. With high competition from the other top
firms in the industry, the introduction of a new product is necessary to keep one step ahead of the
competition. The selection of pizza's offered by the competition have been significantly less
creative than that of Pizza Hut in the past and Pizza Huts reputation of offering high quality, new
products will allow new products to move into the market as other new offerings have in the
past. With the introduction of a new product, one of our main objectives is to create recognition
for our product. Our goal is to reach 85% recognition of the new product in our target market.

As with all businesses, the most important goal of a company is to increase revenue and profits.
With the introduction of new products we hope to increase the overall sales of the company by
7%. If we can in fact reach our goal of 85% recognition of the product, through a successful
promotions mix, then the increase in sales should be easily acquired.

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STP Of Pizza Hut:
Market Segmentation:

Main segments which Pizza hut has captured are the combination of higher incomes and dual
career families, due to higher income consumer have more disposable income, allowing them to
eat out more often.

Pizza Hut holds the most market share in the Pizza industry, the perceived quality and service of
the company will help to ensure a better the average chance at a successful introduction of a new
product. The introduction of a product that keeps with today trends is also important to reduce
the risk of failure.

Pizza Hut maximum market segment is younger generations. These generation ranges from 12 to
30, the overall spending of these generations is mostly on non essential items, the higher amount
of spending has been done on eating out.

Geographic Variables
 Twenty percent Urban population of Pakistan

Demographic variables
 Age: Age twelve to thirty
 Gender: Both male, female

Psychographic variables
 Social class: Upper Class, Upper Middle Class, Middle Upper class.
Target Markets:

Pizza hut targeted market defines them as a family product. This is because they don’t really
directly market their customers. They are targeting everyone whereas their competitors target a
certain gender or age. But pizza hut targets a wide range of customers. This is because they want
to make the most money and who blames them.

They have many competitors and they are bound to try everything to cope up tops. Their
competitors are everywhere. There are just a few that are main competitors and pizza hut will
always try to be the best and get the most money by making their products better quality but also
cheaper.

They try to offer something different with their product as well. They offer a range of stuffed
crusts to try and attract customers.

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POSITIONING:

Pizza Hut was among the first multinational brands to enter the food retail sector in Pakistan.
When the first Pizza Hut restaurant opened in Karachi the quick service industry was at a nascent
stage and the pizza category was dominated by a sole regional player who had a marginal
presence. Pizza Hut went on to play a significant role in pioneering and developing this category
in Pakistan.

Worldwide and in Pakistan, Pizza Hut has come to become synonymous with the 'best pizzas
under one roof'. This is because at Pizza Hut the belief is that every pizza has its own magic,
thus making it a destination product – which everyone seeks. It is this belief that has ignited the
passion to create, innovate and serve the finest product the industry has to offer, while setting
standards for others to strive to replicate. Pizza Hut is committed to providing uncompromising
product quality, offering customers the highest value for money and giving service that is warm,
friendly and personal.

A critical factor in Pizza Hut's success has been its unique dining experience. Crew members at
Pizza Hut strive each day to provide 'CUSTOMER MANIA' - the kind of service that ensures
that every visit of the customer is a memorable one.

Pizza Hut's constant endeavor to provide extra value – whether it is pizzas which are available to
suit every price range, new promotions or the introduction of innovative product ranges - that
puts a 'Yum' on every customer's face - has allowed it to increase its presence in Pakistan to the
current 40 restaurants across 9 cities.

Marketing Strategy:

Pizza Hut has always had the first mover advantage. Their marketing strategy in the past has
always been to be first. One of their main strategies that they still follow today is the
diversification of the products they offer. Pizza Hut is always adding something new to their
menu; they introduced some of the local taste in pizzas like Chicken Tikka, Hot & Spicy etc,
trying to reach new markets.

 Pizza Hut’s Says:

We want to satisfy our customer by offering them “The Best”.

 Be C.H.A.M.P.S
(Cleanliness, Hospitality, Accuracy, Maintenance, Product quality and Speed)

 You will Find 3F’s at Pizza Hut

( Fun, Friendly and Familiarity)

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Marketing Mix:

Product:

Pizza Hut offers different pizzas to meet the needs of a variety of consumers which reinforces the
differentiated strategy. They will add length to the product lines by offering products to meet the
differing tastes of consumers. Product refers to the actual program you are planning. The goal of
pizza hut is to develop the best product with the resources available. Pizza Hut sells pizzas in
four different sizes: personal (an individual serving), small, medium and large, though most
stores have done away from with the small size. A variety of toppings are available, plus
"specialty" styles, including Meat Lovers, Pepperoni Lovers, Cheese Lovers, Veggie Lovers,
Double Cheeseburger, Supreme, Super Supreme and the newly introduced Pizza Mia. The pan
pizza has a thicker crust than most other commercially available pizzas, so their products have
help them to retain their customers and to increase them. They provide their customers with
complete nutrition plan and healthy food is guaranteed. The nutrition plan also clearly tells
diabetes patients can use what range of food at pizza hut. Over weight patients are also satisfied
and the pizza with less cholesterol can be ordered. This encourages the customers to visit pizza
hut rather than going elsewhere. As pizza hut has to boost its sales in the existing markets, so
they the new food products are introduced in all branches line-by–line because all branches are
operated in co-operation with one another. Different products for different regions are also
developed as there are choice differences.

Price:

Pizza Hut has successfully used the high/low pricing strategy when setting the retail price of its
products. The high/low retail pricing strategy allows Pizza Hut to charge a price that is above the
competition, but also promote frequent sales to lower the price below them. Several sales
promotions and coupons will be used to lower the price below those competitors. The high/low
pricing strategy has several advantages. First, this pricing strategy will help segment the market.
Different groups of customers are willing to pay different prices for the same product. The
high/low pricing strategy will also create excitement. Finally, this strategy will emphasize
product and service quality. Pizza Hut sets a high initial price for its products to send a signal to
customers that its products are quality and the service is excellent.

Promotion:

The objectives of promotion are to introduce a new product, stimulate demand, change the short-
term behavior of the customers, and encourage repeat or greater usage by current customers.
Pizza hut uses many promotional strategies. The main promotion is a coupon to purchase. This
promotion is also distributed mainly by mail, but also by fliers on college campuses around the
country in order to reach the target market. They are using billboards on main stream places to
get there customer. They are also distributing door to door brochures to capture more and more
customers. Pizza huts also using marketing techniques. These are the strategies Pizza hut is using
for its marketing. Pizza huts try's to attract the younger generation as their main market segment.

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Apart from this Pizza Hut is using intense marketing strategies they are also giving ads in
magazines. Advertising camping will creates awareness of the products in our target markets.

Advertising through

 Bill Boards

 News Papers

Personal Selling

 Visit to School & Colleges

Sales Promotion (Discounts)

 Pizza Hut offers annually an "All you can eat" in the Holy month of Ramadan.

Place/Distribution:

The type of distribution channel used by Pizza Hut is the direct channel. The direct channel is
successful when there is an extremely large market that is geographically dispersed. The direct
channel is also useful when there are a large number of buyers, but a small amount purchased by
each. Pizza Hut uses two different methods of selling its products directly to the market.
The method of distribution used by Pizza Hut is delivery. Customers can call Pizza Hut ahead of
time, place an order, and the order is delivered to the customer's home.

Another method of distribution is for customers to dine-in. Customers can go to the nearest Pizza
Hut, place an order and either leave with the order or eat at the restaurant. One of Pizza Hut's
largest competitive advantages is its restaurant style facility. Pizza Hut offers a clean place to sit
down and enjoy the variety of pizzas, salads, coffee in family atmosphere.

Pizza Hut Delivered Pizza to space in Year 2001

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Which made them More Famous and a New Slogan came into Being that “Wherever there is
life, there will be Pizza Hut pizza”.

Brand Strategy Of Pizza Hut:

Brand purchase intention of Pizza Hut:

Why Pizza-hut is preferred than others?

 Varity of Pizza’s
 Good ambience
 Services offered
 Quality of pizza’s
 Location of the Outlet
 Waiting time in the outlet

The Brand Personality of Pizza Hut:

Comfortable, energetic, and honest, Pizza Hut is like your best friend. You are on the same
wavelength — you both feel equally young, you share the same sense of humor, and a visit to
Pizza Hut always makes you smile. Pizza Hut is where you head when you just need to unwind
and recharge. There is a reason Pizza Hut is like your best friend: When you are at Pizza Hut,
you always feel comfortable being who you truly are.

Brand Ambassador of Pizza Hut:

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The former Miss Universe and a Bollywood heroine Lara Dutta is the brand ambassador of Pizza
Hut.

The Strength of the Pizza Hut Brand:

Brands are important assets that create value for organizations. A strong brand can shape the way
consumers think and act and can create preference in the market place. By aligning with a shared
set of principles and behaviors, organizations can strengthen their brands by consistently
delivering on their brand promise and making powerful connections with consumers.

Pizza Hut is a global Brand that touches millions of people in over 100 countries. Whether it is
small-town comfort in northern Canada or upscale elegance in downtown Hong Kong, we offer
our customers the experiences they crave. While each Market will maintain flexibility to respond
to the needs of its consumers, we will benefit from a globally consistent look and feel for every
restaurant — one that reinforces Pizza Hut as a major international brand.

The Pizza Hut Symbol:

The Red Roof icon has been a part of Pizza Hut for decades. Its usage has evolved from a literal
roof-like rendering to the energetic icon of the 1980s. Today we are continuing the Red Roof
icon in our logo and restaurant signage, but the treatment of it has changed to a more
contemporary, streamlined, and elegant design. The updated look of our classic, proprietary
symbol communicates an elevated casual dining experience.

As we continue to use the Red Roof icon in Pizza Hut restaurants, from signage to menus to
uniforms, it will become instantly recognizable and synonymous with hospitality, comfort, and
togetherness. The symbol must always be adjacent to the Red Roof icon when it is used as a
graphic element.

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The Pizza Hut Experience:

Pizza Hut has always been a place to relax, grab a seat, and share moments of togetherness with
friends and family. The always-friendly yet never-invasive service and colorful, comfortable
atmosphere bring back old memories while creating new ones. The ambience of Pizza Hut makes
kids feel like grown-ups and grown-ups feel like kids. First restaurant meals, visits with
grandmother, and gatherings with friend’s young and old all happen within the welcoming walls
of Pizza Hut restaurants. Every aspect of the Pizza Hut experience plays a vital role in our goal
of providing customers a relaxed environment where they can sit back and enjoy exceptional
food in good company.

Affordable Casual Dining:

We know memories do not just happen on birthdays and special occasions. They happen every
day. So we have priced our menu to be family-friendly and affordable so customers can visit as
often as possible. Affordability is extremely important for both large and small families. Our
customers can expect to pay more than they would at a fast-food establishment. However, they
should feel that they can enjoy the Pizza Hut experience frequently because the prices fall
directly between a fast food meal and a meal at a higher-end casual dining restaurant.

The Pizza Hut Destination:

While the Pizza Hut Brand is no longer exclusively represented by the traditional Red Roof
restaurants, the spirit of providing casual comfort remains intact. The warm lighting and home-
baked aromas inside every Pizza Hut are combined with new welcoming Entry Zones, providing
a contemporary dining experience unlike any other. As we continue to evolve our restaurant
design, we hold true to the spirit that has long made Pizza Hut a place where customers can
gather and savor food and companionship.

The new contemporary exterior features a stand-alone Red Roof icon prominently placed on a
Deep Red-colored Beacon. The entrance is wide and welcoming, with the floor surface
extending out to the walkway. The warm glow of multiple lamps in the dining room is visible to
pedestrians passing by. Just one glance from the outside welcomes customers to Pizza Hut and
suggests we are an up-to-date restaurant.

Co-branding of Pizza Hut:

Two companies join to create a new product carrying both their brands. Pizza hut has joined
hands with Pepsi.

Brand Awareness of Pizza Hut:

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  Pizza Hut was among the first multinational brands to enter the food retail sector in
Pakistan.

 Believe that the strength of Pizza Hut brand makes one of the first choices of consumers
seeking a convenient, quality and affordable meal. They intend to continue to promote
brand name and enhance reputation as the leader in pizza delivery.

 The strength of Pizza Hut’s success globally lies in a marketing strategy that builds
connections with customer’s everyday in different parts of the world. Many customer
service initiatives have been uniquely developed for Pakistan and have been greatly
instrumental in building an emotional bond with the customer.

Brand Attitude of Pizza Hut:

International brand with an Pakistani heart.

International food chains typically offer only a few localized products in other parts of the world.
However, Pizza Hut’s local menu is as large as the international one.
According to Pizza Hut, the Pakistani food heritage is very rich, and hence Pakistanis like local
flavors. The Tandoori range of pizzas, which was developed locally, has a menu mix of over 20
per cent.

Brand Award for Pizza Hut:

Pizza Hut is catering the fast food requirement of a specific market niche. It is basically the high
income group of the society which usually visits the Pizza Hut or some individuals who really
wants to enjoy the Pizza. The most important thing about Pizza Hut Pakistan is that from its
inception it has never come across through any quality issue and this has created an exceptional
quality image for the brand in Pakistan.

According to the survey results, it was voted highest in its category on the attribute of Quality
whereas Familiarity was found to be second most voted feature as the brand name itself explains
the product. It has been noted that certain other brands of Pizza are also entering the local market

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as till to date it is only the Pizza Hut which is catering to more than 90% Pizza restaurant
business in Pakistan. Therefore, it gives an ample chance to a second player to enter into the
market. Today because of its quality image and good promotion campaigns it is the most
acceptable brand in Pizza restaurant business in its category. As we have already mentioned that
it caters the high income group therefore, Affordability was not given considerable value by the
consumers. It is important to mention that Availability was voted lowest.

Brand Value of Pizza Hut:

Pizza Hut is a brand that seeks to provide a fun dining experience for families and friends.
Customers can enjoy Pizza Hut’s casual dining experience anytime, anywhere with their friends
and family for a joyful occasion.

The Joy of Sharing

Pizza Hut provides a wonderful casual dining for customers and their loved ones! Through the
sharing of a perfect and unforgettable experience of the special delicacies that Pizza Hut is
dedicated in offering, Pizza Hut brings joy and happiness that helps build strong bonds between
customers and their loved ones.

The Joy of Freedom

Enjoy a touch of tranquility at the new Pizza Hut stores. A palette of black, brown and orange
hues interweaves with the minimalist decor to create an environment of laid-back casual
ambience. For more privacy, the sofa zone is specially designed to let customers enjoy fun times
with their friends in a more intimate setting.

The Joy of Togetherness

The laid-back casual environment, excellent service and Asian delicacies all make up the most
sensational and valuable gathering experience

Rebranding of Pizza Hut:

Pizza Hut’s recent ‘rebrand’ of 30 outlets in the UK as Pasta Hut to promote its new Italian
menu. Initially, it appeared that the company was throwing away a brand name that had been in
use since 1958. But it quickly became apparent that the renaming was a temporary promotional
effort.

Brand Promise of Pizza Hut:

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Brand promise of Pizza Hut is to serve the finest product. Further more offering customers the
highest value for money and giving service that is warm, friendly and personal.

Conclusion:

At the end of this report being the students of MBA, we craving to conclude our report in few
words based on facts and figures. food being one of the basic need is essential for every one so
the business of any food item has much scope in all over the world, the people of Pakistan by
getting money are running after the luxuries and status values, and are paying thousands of
rupees just for the sake of delight, pleasure and diversion, this creates the best scenario for
"Pizza Hut" to penetrate in Pakistani market by increasing its outlets all over the country, by
allocating its marketing budget, improve its services, providing the best quality at reasonable
price, the more important is to launch some new flavors that suits Pakistani culture and love by
the people.

RECOMMENDATION:
PIZZA HUT is working in a very manner way, no doubt. But the problem is just this in my view
that it is just for high class. Normal person can not afford pizza hut. Means the cost of PIZZA
HUT is very high. So, in my view, PIZZA HUT should less price for low class or normal person
or introduce some special packages for the normal man. Except this, everything is going good in
PIZZA HUT.

RERERENCES:
Muhammad Ammar
Assistant Brand Manager
MCR (PVT.) LTD.
(021-34140842) Ext 135
Franchisee of Pizza Hut, 7th Floor, Shahnaz Arcade, Shaheed-e-Millat Road, Karachi, Pakistan.
Board: (92-21) 3491-4000
Fax: (92-21) 3491-6022

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