Pizza Hut Marketing Strategy & Marketing Mix (4Ps)
Published by MBA Skool Team, Last Updated: August 10, 2021
Marketing Strategy of Pizza Hut analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Pizza Hut marketing mix, help the brand succeed.
Pizza Hut marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Pizza Hut Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Pizza Hut Product Strategy:
The product strategy and mix in Pizza Hut marketing strategy can be explained as follows:
Pizza Hut is one of the leading pizza chain brands in the world. It is known to carry out experiments and develop new products. In 1995, Pizza Hut introduced Stuffed Crust Pizza which was one of the popular pizza. The products in the marketing mix of Pizza Hut cover cuisines like Italian-American, pizza, pasta and buffalo wings. The company developed “The Natural Pizza” that included natural ingredients and was sold in Dallas, United States. Regional differences in products can be seen in dishes and bases suiting the taste and needs of the consumers. Pizza Hut developed a new pizza called “Space Food” that delivered pizzas to international space station which was vacuum sealed. The brand also serves localized menus to target local customers for e.g. those who prefer vegetarian dishes, Pizza Hut developed Paneer Pizza, Country Feast, Exotica, Paneer Vegorama as their signature dishes. The meal combos include customization features where the customers can choose the toppings, crusts, sauces and ingredients. Other dishes by Pizza Hut include wings, breadsticks, cheese sticks, fries, sauces, Pasta, Deserts and in exclusive partnership with Pepsi, it is serving Pepsi, Diet Pepsi, Mountain Dew and Mist Twist. The company is also investing in AI technology that will suggest the best pizza for you.
Image: company website
Pizza Hut Price/Pricing Strategy:
Below is the pricing strategy in Pizza Hut marketing strategy:
Pizza hut is known for its competitive pricing, as known for its quality and high standards and it has priced its products high in comparison to its competitors.
In partnerships with Pepsico, Pizza Hut provides product bundling, for combo meals. The premium pricing strategy has been implemented by Pizza Hut to depict high quality in its products. In case of strong competition from competition it reduces its prices so capture the market but not compromising on high standards and service quality. The pricing strategy in the marketing mix of Pizza Hut also depends on the size of the pizza ordered i.e. Small, Medium and the crust chosen. The ingredients chosen and standardized across the country and similar service experience can be seen from customers.
Following is the distribution strategy in the Pizza Hut marketing mix:
Pizza hut has over 18,000+ restaurants across the world and is expanding its reach rapidly. Pizzas can be ordered online from its website and also it has partnered with sites delivering food with lucrative offers for its customers. Pizza Hut’s international presence includes in countries of North America, Europe and Asia. Its restaurants are designed for Family style in dine locations, hybrid locations, bistro locations, college campuses theme parks and food courts. Apart from its presence at various places, the place in the marketing mix of Pizza Hut also covers the home delivery service. Pizza Hut offers home delivery option for customers ordering online with a time gap of 30 minutes for delivery or scheduled delivery. Pizza Hut’s on time delivery and high quality standards has helped achieve higher levels of satisfaction among customers.
The pizza process goes through standard procedure of making as per order received hence the process is streamlined.
Pizza Hut Promotion & Advertising Strategy:
The promotional and advertising strategy in the Pizza Hut marketing strategy is as follows:
Pizza hut is known for advertising its products well hence its first tv commercial in 1965 was “Putt Putt to the Pizza Hut". The advertisement ran for 8 years on television and increased the sales for the pizza hut franchise. Pizza Hut’s logo is inspired by the red rood building and in early 2007, its advertising slogan was “Gather ‘round the good stuff” and its current advertising slogan is “Make it great”. The promotional strategy in the marketing mix of Pizza Hut focuses on complete marketing campaigns via TV, print media, online ads etc. The sales promotion which includes redeeming of coupons during checkout in online order has also helped increase in its sales figures. Pizza hut was the shirt sponsor of football clubs & hockey teams. It also signed useful sponsorship deals with American Airlines center, Dallas stars and Dallas Mavericks. Pizza Hut also carries out promotional events on social media, and publishes advertisements on newspapers, inserts in newspapers and tv advertisements. The brand also engages its users via social media platforms like Facebook, Instagram, Twitter etc. The company offers regular discounts on its own website and on other food delivery apps.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Pizza Hut.
Pizza Hut is a people centric service brand, and focuses on customers and employees. To show appreciation for customers, Pizza Hut introduced the “Bell” where the waiters greet customers when he rings the bell. The people show affection for customers and focus on hygiene, follow standard operating procedure, and are warm and display affection. Events such as birthdays are celebrated in Pizza hut and are warmly greeted by the staff.
Pizza Hut maintains a clean and hygienic environment in all stores and also attributed to its high price it maintains high quality standards. The kitchen in Pizza Hut is properly maintained and stringent quality control standards are adopted. To give an experience of luxury dining the ambience is standardized across all outlets. The take away boxes, paper napkins etc are all physical evidence of Pizza Hut.
Pizza Hut use state of the art machinery for production of freshly baked pizzas and other items. Also some of the ingredients are imported from international vendors across all outlets to maintain same standard quality. Pizza is prepared based on the order received either from online ordering, telephonic call or given by customer in the restaurant itself. Pizza Hut also promises 30-minute delivery when order is placed. Hence, all these summarize the marketing mix of Pizza Hut.
About Pizza Hut:
Pizza Hut is a subsidiary of Yum! Brands, Inc. headquartered in Plano, US. The founders of Pizza Hut were brothers Dan Carney and Frank Carney. Pizza Hut has over 18,000 restaurants across the world. It is known to maintain higher quality food standards and hygiene. Its prime competitors are Domino’s Pizza, Papa John’s Pizza, Smokin Joes Pizza, Subway, Taco Bell, Mc Donald’s and KFC. Pizza Hut is the recipient of the 2016 HALO award, given by Food News Media crew that awards restaurant companies for their quality contribution to healthy lifestyle. It is also certified by Gluten-Intolerance Group (GIG) for providing Gluten- Free Pizza.
Pizza Hut Is considered the first restaurant company to remove artificial colors and flavors in Pizza. Pizza Hut operates in several restaurant formats which includes family style dine in, hybrid location incorporating home delivery, carry out and dine in options, store front delivery.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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