BRAND MANAGEMENT

PIZZA HUT

RUZANA BINTI MOHD KASSIM 219721

KAVITHA A/P KARUPPIAH MANIVANEN 219962

KASTHURI A/P GUDIAL KUMARAN 220724

DONG XIAOGE 224844

VIKERAMAN A/L THAMIL SELVAN 230212

THIVIYA A/P PERIASAMY 230239

• 1958 : The legacy of Pizza Hut began, when two college-aged brothers from

Whichita, Kansas, Frank and Dan Carney opens first Pizza Hut

restaurant after borrowing $600 from their mother.

• 1959 : Pizza Hut is incorporated in Kansas and the first franchise unit opens in

Topeka, Kansas.

• 1982 : Pizza Hut began its operations in Malaysia on 19th May with the opening

of its first outlet at Yow Chuan Plaza, Kuala Lumpur.

• 1986 : Delivery service, as a new concept, is initiated

• 1987 : One-number call centre system for pizza delivery was introduced.

• 1995 : Cerebos had opened 29 outlets when it decided to sell the franchise to

KFC Holdings Malaysia Berhad.

• 2015 : Pizza Hut celebrates its 53th year of business.

HISTORY OF PIZZA HUT

“ To be the best pizza for every pizza occasion” “Alone we are delicious, together we are YUM!”

- To make the people know that for all the eating items they

desire to eat can be made available by minimum time without much effort and excluding money. - To improve the well-being of our customers, community

and people connected to our enterprise. “RUN GREAT RESTURANTS”.

MISSION VISSION

1955-1974 1974-1999 1999-2014 2014- 11/2014 11/2014- NOW

SYMBOL

• Hot and on time.

• Strive to present the products when and where the customer wants.

• Provide a pleasant environment and that’s where the role of staff attitude and communication are so important in conveying the quality of service.

CHARACTERISTICS

PACKAGING- Packaging is good and allows the company to transport its product to the

customers efficiently. - The design on the box is an advertisement that tells the customer

information about what they can do next time they order pizza.

- The pizza hut box is big enough to hold the circular pizza and the design of the cardboard makes for easy folding to get it in the shape of the box.

“Now you’re eating”

“Making it great”

“You’ll love the stuff we’re making”

“The best pizzas under one roof”

SLOGAN

JINGGLEhttps://youtu.be/7XVrTeDZvH4

https://youtu.be/sNWKgGpuse0

• Pizza Hut restaurants and has make brand alliances with different brands

• Pepsi, 7up Revive, Tropicana Twister, Lipton Ice Lemon Tea and Mirinda Orange

STRATEGIC BRAND ALLIANCES

BRAND HIERARCHY

INDIVIDUAL BRAND LEVEL

FAMILY BRAND LEVEL

• Segmentation

- the combination of higher incomes and dual career families

- maximum market segment is younger generations

• Targeting

- Family product

- Targets a wide range of customers

MARKET POSITIONING

Advertising – Newspapers, TV,

Radio, Magazines & Billboards. Sales promotion – coupon to

purchase, door-to-door brochures

Part –time sponsor or Galaxy Motorsports

Shirt sponsor of English Football Club.

Festival season – discount & offers

Corporate customers- enterprise discounts

Different Schemes- Winter Treat, Meal Deals, etc.

Bell- showing customer appreciation.

Good performance during celebration

Polite & Well mannered people

Cutlery-bowls, glasses Seats & tables

https://www.youtube.com/watch?v=q9qXLmArsWs

Brand Resonanc

e

Behavioral

Loyalty

Attitudinal

Attachment

Active Engagem

ent

Sense of Communi

ty

Customer “love” the

brand

Purchase frequentl

y

Associated with other

Becoming a Hut Lover

Brand Resonance of Pizza Hut

BRAND POTENTIAL & BRAND EXTENSION

Comprises a large potential of delivering a variety of pizza’s

Successfully manages to enhance their market coverage

Manage to remain core

BRAND POTENTIAL

BRAND EXTENSION

Produced new flavour Pizza’s within existing flavours.LINEEXTENSION

FLAVOURS

Triple Chicken Pesto Chicken BBQ Chicken

BRAND EXTENSION

CATEGORIESEXTENSION

Other categories of foods such as pasta, appetizer, beverages and deserts.

HOW WOULD YOU CRITIQUE YOUR BRAND’S ARCHITECTURE???

Brand architecture The structure of brands within an organizational

entity

Expanding their product

line • Producing new and expanding their main item

Enhance their market

coverage • Should conduct the survey among the customers

• Make good use of Social Media

Pizza Hut should put more advertisement on social media, such as Instagram, Facebook and so on.

Suggestions for improving brand building activities

• Focus more on “Localized”

“Localized” means the adaptation of a product or service to meet the needs of a particular language, culture or desired population‘s “look-and-feel”. For a food brand, Pizza Hut should focus more on the geography, adjusting their menu according to different culture and location.

• Sponsor Events

Sponsor an event is a good way to get the brand out to a wider audience. All those in the database of the event holders and any other sponsors will then see your logo in all marketing materials distributed. Pizza Hut can advertise itself by sponsor more events.

HOW WELL HAS IT BEEN EXPANDED INTO NEW MARKETS OR CHANNELS?

Home delivery

Open the pizza hut restaurant in the specific area

Set a target of segment group of people to purchase their foods and beverages.

HOW WELL WE CAN JUDGE ITS GROWTH STRATEGY?

Sales, profit and opening of branch per month or per year

Product line

More promotion upon their items

Thank you…

Question ???