1. Pizza Hut
Pizzas & Much More

2. Branded Pizza Market Share
Others = Local/Regional Players &
New Entrants
Others
20%
Pizza Hut
45%
Dominos
35%
1.
2.
3.
4.
5.
6.
Smokin Joes
US Pizza
Pizza Corner
Garcia
Papa John
California Pizza Kitchen
Indirect Competitors:
1.
2.
3.
4.
McDonalds
KFC
Subway
Café Coffee Day

3. Dominos Vs. Pizza Hut
DOMINOS
PIZZA HUT
STRENGTH
STRENGTH
More Outlets, even in smaller towns
Fast Home Delivery
Quick Service at Outlets
Nominal Price
Excellent Offers
Unmatchable quality & variety
Customer Satisfaction
Hygiene
Excellent Service
Great Ambience
WEAKNESS
WEAKNESS
Lack of variety
Outlets lack space
Ambience not up to expectations
No option for birthday parties, kitty
parties and corporate lunches
Insufficient Outlets
High Price
High Time Commitment
Inadequate parking facilities

4. Target Audience
• Class 1&2 Cities, Metros, Small Towns
• 25 – 40+
• Upper middle class & Upper class (SEC A1, A2,
B1, B2)
• Dual income earners (working mothers)
• Usually visit for large celebratory occasions.

5. Premise
Based on its target audience & competition, it’s present tag
line “Pizzas and much more” doesn’t effectively capture it’s
key strength, which is it amazing causal dining experience.
Suggested Tag line: Pizza Hut – “Makes Celebrations Simple”.
They do this by having most of the components required for
any celebration:
1. Venue & Ambience
2. Great Food & Drink
3. Trained Staff

6. 3 Steps Forward
• Increase the need to associate Pizza Hut with
Celebrations
• Improve the celebration experience
• Capture the celebration experience

7. Increase association with Celebration
• “Bada Dil, Choti Bill” Campaign
• The more you invite to celebrate with you the
smaller your bill gets.
• 4-6 people – 10% off
• 6-8 people – 20% off
• 8-10+ - 30% off

8. Bada Dill, Choti Bill Facebook App
• Send invites via Facebook to all friends and family who are coming
asking them to choose what they want to eat & drink from the drop
down menus.
• Based on how many people have chosen the same items, number
of people attending the party, program will determine how many
dishes you will have to order & how much it will cost.
• They will be able to pre-decide what will be on the menu that is
being accessed by the invitees.
• The final menu can be printed out and handed to PH staff on arrival.
• This will save the 10-20 mins it takes to decide on what to order
with a large group which means food reaches them faster.

9. Improve the celebration experience
• Birthday Bash Planner Tab
– Pre-designed birthday card templates that you can add photo, text and image
art to. Select friends from facebook list or mail it to their inbox
•
Kitty Party Surprise Packet Tab
–
–
•
Corporate Lunch Lucky Ticket Tab
–
•
Invite friends using this tab for next kitty party and they each receive 1
discount coupon for third party tie-ups Pizza Hut has in the following
categories – Movie/Spa/Nail bar/Shopping
What they have won will only be revealed when the invite is accepted
online. They will have to print out the packet.
Inviting friends through app will generate a lucky ticket, that will entitle a
lucky draw from a bowl at lunch which will win 1 of the following: 1 free
drink/2 portions cheese garlic bread/ 4 free desserts/ 1 free pizza.
Book a Party Planner Tab
–
Book a slot with Pizza Hut’s very own party planner via chat app to discuss
party bookings for 10 people or more. Services will include redecorating a
part of your local Pizza hut according to the celebration.

10. Improve the celebration experience
• Pizza Hut Brain Pan
• A customer suggestion site where pizza hut
requests suggestions & ideas from their patrons
to make their dinning experience better.
• This could include creating new pizzas and
naming them. Asking for a pizza hut in their
locality etc.
• E.g.: http://mystarbucksidea.force.com / http://more.dominos.com/wp/2012/03/think-oven-video/

11. Capture the celebration experience
• Facebook Albums + Pinterest Catalog
MESSAGE:
• Share the great times you had at Pizza Hut in 3 easy steps:
– Check in to Pizza Hut on Facebook
– Click a photo(s) of your great experience
– Use the hashtag #greattimes when you upload them on to
Facebook
•
•
Print out this coupon for a FREE cheese garlic bread to get
your celebrations started.
If you don’t have a camera handy, ask one of our staff and
they will click a pic for you.

12. Capture the celebration experience
• Pizza Hut “Ring The Bell” Tab
– “Had a great time at your last visit and forgot to ring
the bell? No matter, ring it now.”
– On clicking the bell image, a post will appear on their
timeline with the Pizza Hut logo and bell image with
the message > Sushil had a great time at Pizza Hut, did
you? Click here if you did.
– Link will lead back to Ring The Bell
– After ringing the bell they will get this message:
Thank You! Come back soon! Till then here’s a small
token of our appreciation. Coupon for a free garlic bread
at their next visit.

13. Conclusion
• All these ideas will feed into the suggested Pizza
Hut’s positioning “Makes Celebrations Simple”.
• They will have to be supported by certain offline
initiatives as well. Such as:
– “A Celebration in Every Slice Menu” which features
pizzas dedicated to particular festivals and
celebrations in India.
– A more elaborate birthday party decoration kit &
service.
– A kiddy menu with smaller sized portions, etc.

14. Thank you.
For more info:
http://www.linkedin.com/in/sushilverghese
Contact Details:
sushilcherian@gmail.com
(M) +91-9972252744