A Project Report on Demand Feasibilty of Pizza Hut in s

8/2/2019 A Project Report on Demand Feasibilty of Pizza Hut in s

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A PROJECT REPORT ON DEMAND

FEASIBILTY OF PIZZA HUT IN S.P.B UDHNA

COLLEGE

GROUP MEMBERS:-

SUBMITTED TO,RUDRI MAM

INTRODUCTION



Pizza Hut is one of the flagship brands of Yum! RestaurantInt. which also has KFC, Taco Bell, A&W and Long JohnSilver’s under its umbrella. It is the world’s largest pizzachain with over 12,500 restaurants across 91 countries.

Pizza Hut was started in 1958, by two brothers Frank andDan Carney in Wichita, Kansas. They had the idea to open apizza parlor. They borrowed $600 from their mother, and

opened the very first Pizza Hut. In 1959, the first franchiseunit opened in Topeka, Kansas. Almost ten years later, PizzaHut was serving one million customers a week in their 310locations. In 1970, Pizza Hut was put on the New York StockExchange under the ticker symbol PIZ.

In 1986, Pizza Hut introduced delivery service, something noother restaurant was doing. By the 1990's Pizza Hut saleshad reached $4 billion worldwide. In 1998, Pizza Hutcelebrated their 40th anniversary, and launched theirfamous campaign "The Best Pizzas Under One Roof." In1996, Pizza Hut sales in the United States were over $5million.

The first Indian outlet was opened in June 1996 in Bangalore.In India, Pizza Hut has 139 restaurants across 36 cities. PizzaHut has been voted the “best family restaurant” for thesecond year running at the 2007 Tommy’s Parent FriendlyAwards. "Pizza Hut is known for quality, innovation and

category leadership.

RETAIL ENVIRONMENT

Out of all the existing pizza chains such as Domino's, Smokin Joe’s, Papa John’s, Pizza Corner, U.S Pizza, Pizza Hut has adominating market share of 48% of the total market share.However, this forced competitors to look for new methods of increasing their customer bases. They all try to come up with

some newer, bigger, better pizza for a low price. But PizzaHut has always had the first mover advantage. Theirmarketing strategy in the past has always been to be thefirst. One of their main strategies that they still follow todayis the diversification of the products they offer.

The market has become greatly competitive and thecustomer has become more discerning and adventurous.

This however has not affected Pizza Hut's comfortable reignover the Indian pizza industry and the ever increasing



number of loyal customers who have made it possible forPizza Hut to aggressively extend its presence.

Pizza Hut is always adding something new to their menu,trying to reach new markets. For example, in 1992 thefamous buffet was launched in Pizza Hut restaurantsworldwide. They were trying to offer many different fooditems for customers who didn't necessarily want pizza.

Another strategy they used in the past and are still using isthe diversification of their pizzas. Pizza Hut is always tryingto make a pizza into something slightly different so thatcustomers will think it’s a whole new product. E.g., in 1983,Pizza Hut introduced Pan Pizza, which had a guarantee of being ready to eat in 5 minutes when dining at Pizza Hutrestaurants. In 1993, they introduced the "BigFoot," whichwas two square feet of pizza cut into 21 slices. In 1995, theyintroduced "Stuffed Crust Pizza," where the crust would befilled with cheese. Currently, they are marketing "The BigNew Yorker," trying to bring the famous New York style pizzato the whole country. POSITIONING

Pizza Hut was among the first multinational brands to enterthe food retail sector in India. When the first Pizza Hutrestaurant opened in Bangalore the quick service industrywas at a nascent stage and the pizza category was

dominated by a sole regional player who had a marginalpresence. Pizza Hut went on to play a significant role inpioneering and developing this category in India. Worldwide and in India, Pizza Hut has come to becomesynonymous with the 'best pizzas under one roof'. This isbecause at Pizza Hut the belief is that every pizza has itsown magic, thus making it a destination product – whicheveryone seeks. It is this belief that has ignited the passionto create, innovate and serve the finest product the industryhas to offer, while setting standards for others to strive toreplicate. Pizza Hut is committed to providinguncompromising product quality, offering customers thehighest value for money and giving service that is warm,friendly and personal. A critical factor in Pizza Hut's success has been its uniquedining experience. Crewmembers at Pizza Hut strive eachday 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 pricerange, new promotions or the introduction of innovativeproduct ranges - that puts a 'Yum' on every customer's face -has allowed it to increase its presence in India to the current139 restaurants across 36 cities.

PRODUCT ASSORTMENT

Pizza Hut will offer a new product called "The Extreme"pizza. "The Extreme" is a twenty-inch pizza with twice asmuch cheese and toppings as Pizza Hut's other pizzas. This

new pizza will have many different competitive advantages. The first competitive advantage of "The Extreme" is that it isthe largest pizza on the market. No other pizza restaurantoffers a twenty-inch pizza.

The second competitive advantage is that it has morecheese and toppings than any other pizza on the market.

Another competitive advantage is the Pizza Hut brandname. Pizza Hut has built a brand name that means qualityproducts and services. Since Pizza Hut will be introducing

"The Extreme," customers will automatically think this is ahigh quality product.

The final competitive advantage is that this product will bethe first pizza to target America's youth. "The Extreme" pizzawill target Generation X and Generation Y or people betweenthe ages of 12 and 30. This market purchases a lot of pizzaeach year, but very few pizza restaurants actually targetthem. "The Extreme" will be introduced on Super BowlSunday, 2001.During the introduction stage of the product life cycle, PizzaHut will try to establish a market for the product and



persuade early adopters to buy. During the growth stage,Pizza Hut will try to build sales and develop a preference forthe product. Pizza Hut will try to seek differentiation duringthe maturity stage. "The Extreme" is expected to begin todecline after one year on the market.

PRICE POSITIONING

In the past, Pizza Hut has successfully used the high/lowpricing strategy when setting the retail price of its products.

The high/low retail pricing strategy allows Pizza Hut tocharge a price that is above the competition, but alsopromote frequent sales to lower the price below them. Theretail price of "The Extreme" pizza should be set at $9.99,which is higher than Pizza Hut's competitors. Several sales

promotions and coupons will be used to lower the pricebelow those competitors. Since both Pizza Hut and thebeverage Mountain Dew are Pepsi subsidiaries, bundlepricing will be used. Customers can purchase "The Extreme"for $9.99 and receive a two-liter bottle of Mountain Dew forfree. Pizza Hut will be able to sell two products together at asingle price to suggest a good value. The high/low pricingstrategy has several advantages. First, this pricing strategywill help segment the market. Different groups of customers

are willing to pay different prices for the same product. PizzaHut can sell "The Extreme" to the customers who will pay thehigher price to be the first to buy and also to the bargainhunters. The high/low pricing strategy will also createexcitement. Customers will be able to try something newwhen they purchase "The Extreme" and this excitingexperience may bring those customers back to purchaseother products. Finally, this strategy will emphasize productand service quality. Pizza Hut sets a high initial price for itsproducts to send a signal to customers that its products arequality and the service is excellent.



1. Do you eat fast foods?

FY students



SY students

Attitude towards Fast Food

24

1

YES

NO

TY students

Analysis:-

Maximum

students of FY, SY & TY eat

fast food .youngsters of SPB



Udhna college like eating fast

foods.

2. From where do you like to eat fast

food?

FY students



Location of eating Fast Fo

5

18

7

4

Local stall

Resaurants

Brand Outl

Other

SY students

Location of eating Fast Food

4

13

7

Local stall

Resaurants

Brand Outlet

TY students





Timing of eating Fast Food

5

5

15

9

10am-12am

1pm-4pm

5pm-9pm

after 9pm

SY students

Timing of eating Fast Food

2

2

13

710am-12am

1pm-4pm

5pm-9pm

after 9pm

TY students



Analysis:-

Maximum students of FY, SY & TY prefer to eat fast foodbetween 5-9 pm.

4. What type of fast food do you prefer?

FY students



Type of Fast Fo

8

16

9

1

South india

Chinese

P unjabi

oher

SY students

Type of Fast Food

5

11

7

1

South indian

Chinese

Punjabi

other

TY students



Analysis:-Maximum Students of

FY, SY & TY prefer to haveChinese. Chinese food is a hit inIndia in its innovated Indian spicystyle. So everybody from 15 to 30years of age like to eat Chinesefood.

5. Do you want Pizza Hut in our college

canteen?



Demand Feasibility of PH in c

27

8

YES

No

FY students

SY students



TY students

Analysis:-

Maximum students of FY, SY & TY prefer to have pizzahut in our college. Pizza Hut is themost trusted brand of pizzas andhearing the news of opening it inSPB college gave the researchers

overwhelming responses.



6. What would you prefer to eat fromPizza Hut in our college?

Types of Dishes

5

12

1

J ain Dishes

Regular

Non-veg

FY students

Types of Dishes

4

16

8

J ain Dishes

Regular

Non-veg

SY students



Types of Dishes

4

18

5

J ain Dishes

Regular

Non-veg

TY students

Analysis:-Maximum students of

FY, SY, and TY prefer to have

regular dishes from pizza hut inSPB college. Regular dishes referto as both Jain and non vegincluded in it so maximum wantedregular dishes.



7. Which dishes would you like to includein menu of Pizza Hut in canteen?

Demand in menu

9

5

10

3

Pizza

Pastas

Garlic Bread

Soup &Salad

FY students

Demand in menu

13

9

4

2

Pizza

Pastas

Garlic Bread

Soup &Salad



SY students

Demand of menu

105

12

Pizza

Pastas

Garlic Bread

Soup &Salad

TY students

Analysis:-TY & SY students want

pizza & FY wants Pasta in themenu of Pizza Hut in SPB collegecanteen.



8. What price range do you prefer for thePizza Hut items?

Price ranges of item

10

7

10 25-50

50-75

75 above

FY students




15

5

825-50

50-75

75 above

SY students


7

6

525-50

50-75

75 above

TY students



Analysis:-FY students want

price range of items between 25-50 & 50-75 Rs. were as SY & TY

students can afford price rangebetween 25-50 Rs.

9. If French Fries are included in the menu list

would you like to try it?

French fries in Pizza hut

16

3

5

3

Definitely try

Probably Try

Not sure

Definatly not try

FY students




15

8

41

Definitely try

Probably Try

Not sure

Definatly not try

SY students


11

5

2

Definitely try

Probably Try

Not sure

TY students



Analysis:-

Students of all theyears said that they will definitelytry French fries if included inPizza Hut menu list.

10. Rate the following as 1, 2, 3, 4, & 5

according to your importance?

Rating of attributes

76

8

1

5

10

8

6

21

87 7

4

12

65

9

5

1

11

15

0

2

4

6

8

10

12

14

16

1 2 3 4 5

Price

Quality

Taste

Variety

Availability

FY students



Rating of attributes

12

8

4

2 1

7

12

56

1

8

5

10

4

21 1

8

12

4

2 1

4

21

0

5

10

15

20

25

1 2 3 4 5

Price

Quality

Taste

Variety

Availability

SY students



TY students

Analysis:-The importance rated to

all the attributes was price,quality, taste, variety &availability respectively by allthe respondents .

11. Why you don’t want Pizza Hut in ourcanteen?



Reasons of disagreement for PH in

spb

2

6

Money Problem

Other

FY students

SY students



TY students

Analysis:-FY students don’t want

pizza hut in canteen because of other reasons. While SY students

don’t want as they have moneyproblem and Ty students don’tlike pizzas



CONCLUSION

• A critical factor in Pizza Hut's success has been a menuthat has constantly evolved and expanded to cater tothe changing needs and specific preferences of customers in different parts of the world. In havingunderstood the pulse of the customers in India, PizzaHut has clearly established itself as a brand with anIndian heart.

•

Besides offering an extensive range of vegetarianpizzas, it was the first pizza chain to open a 100%vegetarian restaurant in India in Surat and later inAhmedabad and Chowpatty, where it offers a Jain menusans all root-based ingredients.

• Over the years Pizza Hut has also developed andsuccessfully introduced a range of products especiallysuited to the Indian palate. These products like Chicken

Tikka, Spicy Korma, Spicy Paneer and the Masala and Tandoori pizzas have been a tremendous success. Whathas also given Pizza Hut a competitive edge is that inaddition to an extensive range of internationallyrenowned pizzas like The Italian, the proprietary PanPizza and Stuffed Crust, in India the menu offers theoption of a complete meal. It includes appetizers, aSalad Bar - where the customers can make their ownfresh salads, a range of soups, pastas and desserts.

• Pizza Hut has a unique tradition. A bell hangs at eachPizza Hut restaurant, which is rung by customerswho as they leave wish to thank the servers for yetanother memorable visit.



SUGGESTIONS

• Maximum students want Pizza Hut in SPB Udhna collegeso the college should think upon opening it in canteenshortly.

• Maximum students want regular dishes in Pizza Hut.

• TY students don’t want pizza Hut in our college as they

are leaving the college and would miss canteen more





10am-12pm 1pm-4pm

5pm-9pm after

9pm

4. What type of fast food do you prefer?

South Indian Chinese

Punjabi

other___________

5. Do you want Pizza Hut in our college

canteen?

Yes No

Note – If “No” move on to Q-11.

6. What would you prefer to eat from Pizza Hut

in our college?





Quality TasteVarietyAvailability

11. Why you don’t want Pizza Hut in ourcanteen?

Don’t like Pizzas Money

problem other

12. Suggestions:-

Name: - _______________________________ Age: - ______________

Date post:	06-Apr-2018
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A Project Report on Demand Feasibilty of Pizza Hut in s

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