Published on February 23, 2014
Business Background First Pizza Hut First Pizza Hut Building, Building, Wichita Kansas, USA Wichita Kansas, USA Since 1971, Since 1971, Pizza Hut has The Pizza Hut has The most branches in the most branches in world the world 1980 First Pizza Hut launched in Pattaya 1980 Pizza Heinecke by William E. Hut set up Business in Thailand
Background Business 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”
Competitive Journey One-brand Market Me-too products Brand & differentiation
Pizza Hut with Yum! is multi-international brand that has R&D department worldwide.
But, there’s no reason for The Pizza Company to do anything different because they have more branches. 78 < 254 Cheesy Sausage Bites Pizza Extra Cheesy Sausage Bites Pizza Branches Mighty Meat Korea Bukoki One- 4 Share Pizza Korean Meat Deluxe X-Pan & Square Pizza
Pizza Warfare 2006 - 2008
Competitive Journey 1980-2000 One-brand Market Me-too products Brand & differentiation
Communication Target Family & kids Young Adults through their relationship with fun & active lifestyle
Source of Ingredient Made from New Zealand cheese Made from Holland cheese
Highlighted products • Noom Hit Pizza & ‘Family’ set • Non-pizza menus for 1 person • ‘Value’ Set Menu • Fried chicken
Communication Approach • Different color scheme with big telephone number • Brand Ambassador Talent in target group’s age-range Celebrity (in some TVCs)
Communication Approach Italiano pizza special recipe with Vanilla butter & milk Italian style
‘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.
Market Share 70% 20% Source : Prachachart newspaper : 20 September 2013
What will Pizza Hut do?
Future Marketing Plan Dokbia Turakij, 13 October 2013
The new challenger AC News, September 2013
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