Introduction :in This Assignment I Am Going To Take Pizza

Introduction :In this assignment I am going to take Pizza Hut as my organization to investigate the Communication Strategy as Pizza Hut is the one of the Leading restaurant chain in the world In 1958, the world's largest pizza franchise was born. Today the Pizza hut company is part of the Pepsi Empire, but back then two brothers's borrowed $600 from their mother and started to forge the history of Pizza hut. The first Pizza Hut is located in Kansas at the Wichita State University Campus. It was opened in 1958 by Frank and Pizza Hut has subsequently Dan Carney, 2 brothers who branched out and developed studied at the university. franchises all over the world. In fact it is diversity that has made the history of pizza hut so successful. Their menus and recipes are not the same, different locations use different suppliers and different toppings, according to the demand of their clients. The building block of the history of pizza hut has been this diversity, not often present in such a large concern.

BACKGROUNDPizza Hut is an American restaurant chain and international franchise. Pizza Hut is a subsidiary of Yum! Brands. Pizza hut entered in India in 1996, and opened its first restaurant in Bangalore. Since then the Pizza Hut growth rate of over 40% per annum. Pizza hut now has 95 outlets across 24 cities in India, and employed nearly 4,000 people by end of 2004. YUM! Has invested about $25 million in India.YUM! Brands Inc is the owner of the pizza hut chain worldwide. A fortune 300

company, YUM! Brands own Kentucky Fried Chicken, Pizza Hut, Taco Bell, A & W and Long John Silver’s restaurants worldwide. YUM! Generated more then US $25.9 billion in worldwide sales in the year 2003, and has more than 33000 restaurants in over 100 countries. Sector 35 Pizza Hut open on 31 December 2000.Pizza Hut has two owners Mr Anil kumar and Mr Devinder Singh. Both of then work very hard to make good image in the eye of the customers but in 2004 it has its new owner Mr Randeep singh. India's favourite pizza brand, Pizza Hut serving the tastiest pizzas across India. Sector 35 Pizza Hut is the best Pizza Hut in the Chandigarh. Chandigarh is the capital of Punjab as well as Haryana and union territory of India. This branch of Pizza Hut is well for its delivery as they are always on time they mentioned. The staffs are also quiet good while serving a customer. The location of this Pizza Hut is very beautiful. It’s also very spacious and the sitting arrangement is also quiet good and always full of customers which itself shows that how famous is Pizza Hut of sector 35. The reason behind that they are always full of customers is that the colleges and school and many MNC’s are located near it. The timings are also very suitable to everyone. They always offer some discounts and prizes on their pizzas this is also the reason behind their success. When the Pizza Hut is started it has only one floor Hut and they do only takeaways and home deliveries as the popularity raise then they think of improving the crowed by make them sit in the hut and enjoy the moments joy while sitting with family .They also started the Buffy system in which different types of pizza, pasta and Ice creams are in Buffy by which every one can choose own type of meal as per the taste but when more people start coming to Pizza Hut they make a new floor. The Pizza Hut always try their best to satisfy there customer. They always look after the customers. First they do not have kid section but when the see that lot of kids come to Pizza Hut. They make kid section in the Pizza Hut. SITUATION ANALYSISORGANIZATIONAL OBJECTIVES-

Their are many objectives the sector 35 Pizza Hut kept in its mind. Now days the company has very well image in the customer eye. They work day and night hard because only for customer can says “I will be back”. In one word their objective is: P.E.A.R.L:PASSION: for excellence in doing everything. EXECUTE with positive energy and urgency. ACCOUNTABLE: for growth in customer satisfaction and profitability. RECOGNIZE the achievement of others and have fun doing that. LISTEN and more importantly, respond to the voice of the customer. The • • • • • • •

objectives of the Pizza Hut are as following:-Serve nutritious meal to the customers. Satisfy customer from all corners. Open new branches in Chandigarh and local areas. Neat and clean environment. Number one in its competitors. Increase its sale till the end of the year. Start day and night service shortly. • Discount, coupons, and low rates of products they can. • Increase the radius of home delivery.

Size of the organisation:The staffs are the main part of an organisation. A staff that can take his/her organisation to the peak 0f the world or to the bottom .The Pizza Hut has around 20 staff member permanently who works in different shifts. It also has 5 students who work part time in the Pizza Hut. In the Pizza Hut their are many ranks given to the staff by seeing their education background ,work and etc for example there is one general manger , vice manger , housekeeping manger ,supervisor and etc. All the Pizza Hut staff is well educated. High school qualification at least required to take job in the Pizza Hut. Every staff member of Pizza Hut knows three languages –English, Punjabi, and Hindi. Branches:-

Sector 35 Pizza Hut has its only two branches which are in the cities of state Punjab in Patiala and Mohali. Both the branches have different staff but same manager of sector 35.All the rules and regulation are given from sector 35 Pizza Hut. Both the branches vice managers has to report every weak to the manager of the Pizza Hut.

Turnover/revenue:As we know that due recession not a single company can do its business in a good manner. Every company in the world has effected by the recession in different ways. The sector 35 Pizza Hut has done a good profit in the recession also. Due to a good management Pizza Hut not suffer to much form recession. Total income including other income the Pizza hut has Rupee 80 lacks in the end of the fiscal year. Interest and other financial charges are Rupee 10 lacks approx. The Pizza Hut has pay around 16 lacks as tax to government and get 5% rebate due to recession. After all different charges, rebates, salary, interest and etc the net profit the Pizza Hut has Rupee 30 lacks. PRODUCT AND SERVICES:

NEW BIG EAT TINY PRICE

WINGSSTREET

TRIPPLE MEAT

NEW DAN S

SPICY SICILIAN

TUSCANI PASSTA

CHOCOLATE DURNKERS

SERVICES:The sector 35 Pizza Hut provides very much service to its customers. • Discount coupons: - Discount coupons are distribute to the customer by newspaper or when the come to visit the Pizza Hut. •

Free meal: - It provides free to its customer on day of their birthday, wedding anniversary and etc.

•

Hot spot service: There is the main rule in the Pizza hut that they have to deliver the and customer can get to know it with the help of the beep, which we can see in the upper side of the Pizza box when it goes to cool the beep would also go to dark.

•

Membership: - People who are the regular customer of the Pizza hut. The Pizza hut provides them free membership, in which they get discount and special table for eating.

•

Gifts: - On the special occasion and to the lucky winner, which are find by the draws of the game are given gifts and cash prizes from the Pizza hut.

• They also serve vegetarian pizzas, a salad and pasta. • Home delivery:-Pizza hut gives home delivery free within 5 kilometres. Target market: - Target audience is basically anyone and everyone who loves to eat Pizza. Pizza has long been targeted to families Pizza Hut targets everyone in the market. As we

know that there is too much competition in pizza field .Everyday competitors make a new stop wall against the running company. The Pizza Hut has cheap pizzas from its competitors. The pizza starts from Rupee 50 to 500 in the Pizza Hut. The Pizza hut will most target the age group between15 to 25. Because children like to eat the spicy food and there is no doubt that they will go to Pizza hut where they can get their favourite and spicy food according to their choice. The colleges guys also like to have variety of foods and Pizza hut is a place where everyone can get food according to his or her choice A group of fairly homogeneous customers to whom an organization wishes to appeal, and thus designs a particular marketing mix for these groups. MARKETING MIX: - There are "four Ps" of marketing: product, price, place, and promotion. Collectively these are called the marketing mix. They are the variables that marketing managers can control in order to best satisfy customers in the target market. The firm attempts to generate a positive response in the target market by blending these five marketing mix variables in an optimal manner Pizza hut product: - value-priced, fast-serviced meal Pizza hut price: - Value-pricing, special offers Place: - Strategic location of most Pizza hut fast-food outlet is found in populated and easily accessible areas Promotion: - Pizza hut has engaged in many short-term incentives for consumer promotion through limited value menus, promotional games to promote old/new items on the menu

Communication objectives:The company has different communication channels which are used for customer and for the staff. The communication objectives of Pizza Hut are as following:Communication activities: - Company has started many communication channels. To fulfil different needs of the company such as employees cooperation their families and etc. Marketing strategy: Company use different marketing strategy which make a good reputation in the customer eye. Company attract all the customer of their competitors and work hard to make stable their sale. Co-operation strategy: To help the members and the workers the company use cooperation strategy. By which they get a good sale and work environment. Goal achieves strategy: - The Company explain its goal to the workers and members for to work hard and cover it in a limited time period. Recreational activities: The Pizza Hut keeps in view the interest of the society and the national. The Pizza Hut search always for any mistake can not do by them which is no it in favour of rules and regulation. These activities are promoted through :- TV, News papers ,Employees conference, Rewards ,Employs programs, Printed communication, Oral communication, Press, Website, Posters and hoardings, Booklets, radio and etc. Analysis of the communication activities:Television: - The Pizza Hut give adds on the local TV channels and also give on the nearest cable channels. By these the Pizza hut has increase its sale very much. Newspaper:-Ads are given in the local newspaper to encourage people to come the Pizza Hut and also given discount coupons in the newspaper .Due to this lot of people come.

Website: - The website of Pizza Hut show the different schemes which are offer by the Pizza Hut .New products, crust, base and etc are mention in the website by which customer can also take his or book online. Online Pizza through website helps very much to increase sale. Booklets: - 2 or 3 page booklets are made in which very thing is given which is inside the Pizza Hut. Customer can have a quick view for any order. By booklets the customer can order very much and variety of things. Posters and holdings:-On the bus stands ,railway stations, air ports , in cities and etc the posters and holding are hang on which the address of Pizza Hut and schemes are write for the customer .Reading these many byres are use to visit. Radio: - In between the various songs programs the jockey and different music adds are promote to listen to the customer about the Pizza Hut and tell them about the different parties timetable. By these people use to come to attend the parties. How the communication objectives of Pizza Hut supports its objectives: Above we already write the objectives of the company and the communication activities which Pizza Hut. Now what these communication objectives support its objectives:Customer satisfaction: The main and important objective of the Pizza Hut is to give customer full satisfaction when they come visit. Taste, variety and different things are given to the customer. The Pizza gives always full satisfaction to its customer when the come to visit. The competitors:-As we know that this is the time of cut throat competition. The Pizza Hut also has many its competitors in the market such as Dominos and mc Donald’s. But see this Pizza Hut try its best to go forward and help and attract the customer. Servers them in best way. Increase sale: Company is opening new stores and branches to fill the needs of the customer in every way. As we now that

company main aim is to increase the sale so it tries its best to complete its goals and meet the target market. SWOT Analysis: Strengths • Part of the largest restaurant chain in the world • Over 20,000 franchises around the world • Innovative range of pizzas under one roof • Famous television advertising • Food attracts people of various ranges from young to old. • Good financial situation and again profit. • 100% owned by yum! • Number 1 in its competitors. Weaknesses • Loyal customers are feeling that the satisfaction of the pizzas is declining. • The Pizza Hut has complex computer systems and internal conflicts from franchisees. • There is a lack of organic pizza which makes its image limited in the target market Threat • Rising competition inside the Pizza Hut stores. • Rising cheese costs and other stuff. • Threat from Dominos pizza, also from Mc Donald’s who have tried to introduce a new meal which called mc pizza Opportunities • New Pizzas with different sizes and flavours. • Starting new branches shortly. • Prices are low due to the more resources. Effective communication: - For having a good effective communication company needs to see or work more in different ways:Identify the target audience: - As we know that the company has target its market but to make sure the target market the have to indentify the target market. • Who is their customer?

• What are the attitude of them and their feedback to the company? • Did the customer is happy with their product and services? • What they want to see in their company? Determine the communication objectives: - What type of feedback did the company wants from the customer has to decide by the company. • Cognitive:-Raise awareness about their product between customers. • Affective:-Change their mind to the product. • Behavioural:-action of the customer about the product of the company. Hierarchy model:A.I.D.A= Attention, Interest, Decision and Action. Attention:-The attention of the customer must to be taken before any message is top be send. For example: - Before lunching a product the company wants to make holdings and banners by which it is clear or aware to the customer about the product. Interest:- As from the name we can think that in this step the company produce interest between the customer about the product in different ways such as making slogans:-THE BEST PIZZA OF THE WORLD and etc Decision:-Do not compel the customer to buy the product .Have their choice to buy or not the product. Company can say FREE TO THINK AND CHOSE. Action:-Check whether the customer buys the product or not .Is he/she like the product? Hierarchy of Effects:Awareness, Knowledge, Liking, Preference, Conviction, Purchase

•

Awareness:-Make aware the customer or audience about the company with the help media of both type and etc.

•

Knowledge: - A full knowledge is given to the customer about the product and the service provide by the company in the market.

•

Liking:-Discounts, services, schemes, quality and etc are given to the customer by which they like the company product.

•

Preference: - Always compare and contrast your product with the competitors and make best so customer can buy your product.

•

Conviction:-Find, make, and build conviction for your product.

•

Purchase: - Low rates, coupons, discounts and etc should be given to buy your product.

The communication channels that company use:The company use both type of communication channels personal and non personal to communicate with their target market. Personal channels:• Advocate channels:-The team of D.M.A tries to find out the new customer for the company and help then by giving their question answers. • Promotion by Customer :-When the customer come and enjoy the services of the company and satisfy from all the corners they go and say others to go to the Pizza hut which is also called word of mouth. Opinion leaders:-The opinion leaders are the leaders who are very much favourite in the world people influence very easily from them. Such as singers, poets, religious mans and etc. Pizza Hut also has model shevata as there opinion leader.

Non personal channels: Non verbal communication channels: Company uses various non verbal Medias to communicate with the customers. Such as T.V, Internet and etc. Non electronic media: wallpapers, holdings, banners and news papers etc Promotional Budget:Budget is the main thing by which a company runs. This is very difficult to make idea how much money is to spend on a product .Because if more the company may suffer and less so the customer did know about the product. To be safe in the market and beats the competitors The sample of the company budget:Total budget to spend:-Rupee 10 lacks Promotional activities for advertising:TV: - 5 lack Newspaper:-2 lack Banners and holdings:-1 lack D.M.C:- 50 thousand Trade shows: - 1 lack Radio:- 50 thousands Promotional mix:Personal selling’s:-D.M.A teams do face to face meetings and conferences to listen all the customer complaints and their questions. Advertising: - For adverting their product the company use different type of Medias such as newspaper, ads and etc.

Direct Marketing: - 000 free numbers are given to the customers, calling to the customers, through internet the market of the product is done. Public relations:-Making a good public relation with the public the company do various donations, charities, religious programs and etc. Sales promotion:- The company gives various discounts , schemes, coupons on the special occasions .To attract the people more towards them .Buy one get one is also started by the Pizza Hut on the festival of holi. And more things are coming on this “Christmas”. Results of the company promotional:Is these promotional activate work or not? The main is that now. Due to the promotional activate the company has gain any profit its sale is increased or not. The information or the report shows the following changes:Awareness:-Due to the promotional activities the company got a huge success to aware very much customers. They have increase their sale from 25% to 35%.More people such as tourists, from rural areas, and etc are start coming to the Pizza Hut. Number 1 in competitors:-Dominos, Hot Pizza and etc competitors of the Pizza Hut sale is very much decrease as compare to Pizza Hut .Pizza Hut become one and only in its competitors. Profit:-The Pizza Hut sector 35 got a net profit of Rupee 30 lacks this year. As compare to the last year the Pizza Hut got 10 lack more. Which is only to the promotional activities done by the Pizza Hut. Suggestions for the improvement in communication strategies:Designing the message:-

The message is made by using pictures, graphics and videos. The message should be in simple and positive language to which the customer can listen and understand easily and also make interest in people heart to buy the product. Advertising in TV: Company should use cheap source of media for adverting. For example spending huge money on TV adds these can be done through other ways. It will help the company to save the money in its budget. Mail survey: The message should be send through the mail to the people because by mail A very less money is apply and also send to a wide area . DMA: The DMA team should also be given full training about the product. So that they can listen the customer’s enquiry easily and more correctly. Cover all word: As we know that the company can not cover all the things which it say to their lover customers or not fulfil the promise which done with customers.

Marketing communication schedule Pizza Hut:Events Dates Time Venue/media purpose Monthly Meetings One time in month suits to every one sector 35 Chandigarh various pro Monthly accounts in the last of month suits to accounted sector 35 Chandigarh archive tar Ads promotion

Every day

Tax 31 March income tax office social activite

All day mid night