Background

First Pizza Hut Building,

Wichita Kansas, USA

Since 1971, Pizza Hut has The most branches in

the world

1980 Pizza Hut set up Business in Thailand

Business Background

First Pizza Hut Building,

Wichita Kansas, USA

Since 1971, Pizza Hut has The

most branches in the world

1980 First Pizza Hut launched in Pattaya by William E. Heinecke

Background

1999 Set new business “Chicken treat &

Burger King”

2000 Breaking up with Pizza Hut and

Setting New Pizza in new brand named “Pizza Company”

Business Background

One-brand Market

Me-too products

Brand & differentiation

Competitive Journey

Pizza Hut with Yum! is multi-international brand that has R&D department

worldwide.

Extra Cheesy Sausage Bites Pizza Cheesy Sausage Bites Pizza

But, there’s no reason for The Pizza Company to do

anything different because they have more branches.

Mighty Meat Korea Bukoki Korean Meat Deluxe

X-Pan & Square Pizza One- 4 Share Pizza

78 < 254 Branches

Pizza Warfare 2006 - 2008

1980-2000 One-brand

Market

Me-too products

Brand & differentiation

Competitive Journey

Communication Target

Young Adults with fun & active lifestyle

Family & kids through their relationship

Source of Ingredient

Made from Holland cheese

Made from New Zealand cheese

Highlighted products

• Non-pizza menus for 1 person • Fried chicken

• Noom Hit Pizza & ‘Family’ set • ‘Value’ Set Menu

Communication Approach

• Different color scheme with big telephone number

• Brand Ambassador

Talent in target group’s age-range Celebrity (in some TVCs)

Communication Approach

Italian style

Italiano pizza special recipe with Vanilla

butter & milk

‘Buy 1 Get 1’ Promotion becomes tradition.

More than 10 yrs

‘Buy 1 Get 1’ Promotion becomes tradition.

Oct – November 2013

More than 10 yrs

Online Focus

Both brands create their own special offers for online users to boost up new-gen behavior to order online, not call center.

Less branches & mainly in BKK. Consumer lifestyle changed &

competitor focused.

20% 70%

Source : Prachachart newspaper : 20 September 2013

Market Share

What will Pizza Hut do?

Future Marketing Plan

Dokbia Turakij, 13 October 2013

AC News, September 2013

The new challenger

THANK YOU

REVIEWED BY ETERNITY EP.2

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