• SERVICE MARKETING MIX OF PIZZA HUT QTA AND ITS LACKING’S

By: Wasim JamaliRaja.M.AqeelAmir Ali ShahHaroon MughalSyed Taj

IntroductionHISTORY OF PIZZA HUT INC.PIZZA HUT INC. IS THE LARGEST PIZZA RESTAURANT COMPANY IN THE WORLD IN TERMS OF BOTH THE NUMBER OF OUTLETS AND THE PERCENTAGE OF MARKET SHARE THAT IT HOLDS. A SUBSIDIARY OF PEPSICO, INC., THE COMPANY OVERSEES MORE THAN 11,000 PIZZA RESTAURANTS AND DELIVERY OUTLETS IN 90 COUNTRIES WORLDWIDE. IN OCTOBER 1997, THE COMPANY EXPECTED TO BECOME A SUBSIDIARY OF TRICON GLOBAL RESTAURANTS, INC., FORMED FROM THE SPIN-OFF OF PEPSICO'S RESTAURANT HOLDINGS.

7 P’s For Pizza Hut

PRODUCTS

Pizza Hut follows a “multiple product strategy”,

Appetizers

Beverages

Desserts

Pasta

Pizza - Pan Pizza, Stuffed Crust Pizza, Sausage Crust Pizza, Thin Crust Pizza, Twisted Crust pizza

PRICE

Pizza Hut follows “A High/Low Pricing”(“Price Skimming”)strategy as far as its new product are concerned where it fixes the price higher than its competitors and then gradually lowers the price below the competitor’s prices.

The pricing of Pizza hut is premium / skimming pricing. Pizza hut knows that it is the first entrant for pizzas in Quetta. On top of it, Pizza hut provides higher quality food as compared to its competitors and at the same time the ambiance of the pizza hut chain is better and richer than most of its competitors who serve Italian products. Thus, even though Pizza hut has a premium pricing, people prefer Pizza hut over others.

PLACETHE FIRST METHOD OF DISTRIBUTION USED BY PIZZA HUT IS DELIVERY

CUSTOMERS TO DINE-IN . ONE OF PIZZA HUT'S LARGEST COMPETITIVE ADVANTAGES IS ITS RESTAURANT STYLE FACILITY

 THE THIRD METHOD OF DISTRIBUTION IS ONLINE ORDERING

IT IS LOCATED IN THE FAMOUS MILLENNIUM MALL QUETTA

PEOPLEPIZZA HUT HAVE TRAINED EMPLOYEES WITH THEM. 

ALL THE EMPLOYER WHO ARE WORKING THERE ARE SKILLED EMPLOYEES.

THEY MAINTAIN THE CUSTOMER AND EMPLOYEE RELATIONSHIP IN GOOD MANNER. DELIVER CONSISTENT STANDARDS OF HOSPITALITY.

PIZZA HUT HAVE A STANDARD UNIFORM FOR THEIR EMPLOYERS

THEY ALWAYS APPEAR CLEAN AND WELL GROOMED.

PROCESS THE FOOD MANUFACTURING PROCESS AT PIZZA HUT IS COMPLETELY TRANSPARENT.

THE CUSTOMERS ARE INVITED TO CHECK THE INGREDIENTS USED IN PIZZA.

DELIVERY ON TIME OR FREE NEXT TIME.

TAKE AWAY REFINED CARRYOUT PROCEDURES TO PROVIDE FASTER, MORE EFFICIENT SERVICE RAPIDLY EXPANDED THE DELIVERY OPERATIONS THROUGHOUT THE COUNTRY IMPLEMENTING COMBINATION OPERATIONS.

PROMOTIONADVERTISING

SALES PROMOTION

PUBLIC RELATIONS

EVENTS AND EXPERIENCES

COUPONS, DISCOUNTS.

PHYSICAL EVIDENCE

THE ONLY REASON PIZZA HUT IS ABLE TO DEMAND PREMIUM PRICING IS BECAUSE OF ITS PHYSICAL EVIDENCE AND THE AMBIANCE. THE CUTLERY OF PIZZA HUT IS FANTASTIC AND IT IS AN ENJOYABLE EXPERIENCE TO HAVE THE PIZZA OUT OF THE PAN RIGHT INTO OUR PLATE. THE BOWLS SERVED ALONG WITH PASTA ARE ALSO GOOD. THE GLASSES ARE BIG. AND THE SEATS AND TABLES ARE COMFORTABLY SPACED GIVING PEOPLE THE COMPLETE EXPERIENCE OF LUXURY DINING. COMBINE THAT WITH THE EXCELLENT PEOPLE IN PIZZA HUT AND YOU HAVE AN EXCELLENT AFTERNOON OR EVENING OF DINING OUT FOR ITALIAN CUISINE.

SERVICE QUALITY GAPS GAP1: CUSTOMERS’ EXPECTATIONS VERSUS MANAGEMENT PERCEPTIONS

THIS GAP ARISES IN CASE OF PIZZA HUT DURING PEAK HOURS.

GENERALLY A SINGLE PIZZA TAKES 7 MINUTES TO GET PREPARED BUT AT PEAK HOUR’S SERVICE PROVIDER TAKES 3 TIMES MORE THAN THE USUAL TIME.

GAP2: MANAGEMENT PERCEPTIONS VERSUS SERVICE SPÉCIFICATIONS.

GAP3: SERVICE SPECIFICATIONS VERSUS SERVICE DELIVERY.

NOT MENTIONING THE DIAMETER RANGE IN WHICH THEY DELIVER PIZZA.

GAP4: SERVICE DELIVERY VERSUS EXTERNAL COMMUNICATION.

THIS GAP ARISES WHEN THE SERVICES ARE NOT PROVIDED AS PROMISED.

FOR EXAMPLE, IN ONE OF THEIR ADS THEY TALK OF PIZZA IN JUST RS.999 BUT THE ACTUAL COST OF THAT PIZZA IS MORE THAN 999 AFTER INCLUDING VAT & OTHER TAXES.

Lacking’sDELIVERY DIAMETER: THERE’S NO MENTIONING OF THE DIAMETER THEY DELIVER IN.

LOCATION: CHOOSING MILLENNIUM WAS A GOOD DECISION BUT THEY LACK IN MAKING A SEPARATE WAY FOR PIZZA HUT FROM OUTSIDE WHICH COULD ALLOW GENTS/BOYS TO ENJOY PIZZA HUTS SERVICES.

CONSISTED ENVIRONMENT: UNLIKE OTHER PIZZA HUT FRANCHISES, QUETTA’S FRANCHISE IS PRETTY MUCH CONSISTED, SECONDLY OPENING IT ALONG BURGER KING MAKES IT MORE CONSISTED AND LOUD. AND CUSTOMERS FACE A CROWDED ENVIRONMENT.

ONE FRANCHISE: THOUGH THERE’S A BIG DEMAND OF PIZZA HUT IN QUETTA STILL THEY JUST HAVE ONE BRANCH WHICH IS NOT ENOUGH TO FULFILL THE DEMAND AS PEOPLE OFTEN COME BACK WITHOUT HAVING PIZZA HUTS SERVICES FOR BEING FULL.

CSR: SINCE PIZZA HUT STARTED THEY NEVER DID SOMETHING BENEFICIAL FOR QUETTA CITY OR ITS PEOPLE EXCEPT SERVING PIZZA AND CHARGING MONEY. BEING AN INTERNATIONAL FOOD CHAIN IT’S SUPPOSED TO DO SOMETHING FOR THE SOCIETY. E.G.: ARRANGE SOMETHING FOR THE ORPHANS OR DO A CHARITABLE CONCERT OR SOMETHING LIKE THAT.

RecommendationsQUETTIAN MANAGERS SHOULD OFFER COMPENSATION MORE OFTEN AS COMPENSATION WORKS BETTER IN GETTING REPEAT CUSTOMERS.

BUT BEFORE THERE SHOULD BE MANAGER EMPOWERMENT PROGRAM AND MANAGER TRAINING MUST BE DONE.

SLOWNESS OF SERVICE WHICH IS A MAJOR SERVICE FAILURE NEEDS TO BE RESOLVED BY HAVING MORE OPERATIONAL EFFICIENT SYSTEMS BY IMPROVING CYCLE TIME

ALSO QUETTIAN MANAGERS NEED TO UNDERSTAND 80% OF CUSTOMERS’ PROBLEMS ARE CAUSED BY BAD SYSTEMS AND NOT BAD PEOPLE

MAKE MORE FRANCHISES

AND MAKE THE FRANCHISES MORE WIDER

SPONSOR SHOWS, CONCERTS ETC IN UNIVERSITIES AND COLLEGES.

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