Pizza Wars Case Study.

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V/ S

Srinivas R Khode

INTRODUCTIO N

Pizza Hut Good time start with great Pizza

∆ It entered India (Delhi) in June 1996 ∆ By Jan 2001 pizza hut had 19 outlet across India ∆ Presently it has 142 outlets in 32 cities in India ∆ Pizza Hut is the largest pizza restaurant company in the world ∆ It has 12,000 outlets in 90 countries ∆ Employing more than 300,000 people.

Hungry Kya ?

 It entered India (Delhi) in 1996 through a franchise agreement with VamBhartia Corp.  Speedy growth [ 1 outlet in 1996 & 101 outlets in Feb 2001  At present 220 outlets in 42 cites in India.  Emphasis on home delivery

SWOT Analysis

 30 Min. home Delivery frame  Varity in menu  Toll free no. for order  It had a tie-up with Discovery Channel  Heat wave delivery package.

 USP- Dining Exp. With delivery & take away options  Localized menu  World 1st 100%Veg. Restaurant  Provision for kids

Can’t trap children market High Price

 Delivery service not time bound  Slow Expansion  High price

 Eating out at 'branded' restaurants was more prevalent out  Brand recognition   Definitive Indian palate  City specific food habit

 Pizza was not popular in India till 1996  High Price   Threat of substitutes  Reckless riding for delivery in time

 Pan in your name

 Buy 1 get 1 free

 Pizza pooch menu  1 Rs. Pan deal  ‘ Bara nahi to tera ’ [ on time or free ]  Reduction in price  Ads. On T.V. Channels from July 2001

 Ads on T.V. ( Hungry Kya )  Tie up with M.T.N.L . & discovery channels  Database Marketing.  Non traditional outlet

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