ISMS GDM ANSWER SHEETS Pizza Hut has a sense of occasion

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Sales and Distribution Management

Note :-
(i) Attempt any four Cases
(ii) All Cases carry equal marks.
Case 1 :- Pizza Hut
Pizza Hut has a sense of occasion, of being there at the right time. Be it a heart shaped pizza on Valentine s Day or a special promotion during the Cricket World Cup, Pizza Hut is on the ball with eye catching promotions. In the summer of 2000 in New Delhi, Pizza Hut launched its innovation Pizza Pooch menu as well as a Birthday Party package exclusively for kids in the 6 10 years age group. Senior marketing manager, Tricon Restaurants International said, There is a specific reason to cater to this segment. Though, at this age chidren are under their parents guidance, they perceive themselves to be teenagers and have the ability to choose or demand a particular brand of their own choice.
The $ 20 billion Tricon Restaurants that owns Pizza Hut, Taco Bell and Kentucky Fried Chicken (KFC) has nearly 29,000 outlets globally. The largest number of Pizza Hut outlets is in Paris, followed by Moscow and Hong Kong. Pizza Hut started operations in India nearly seven years ago with just a single outlet. It has realised the cultural differences in India and importance of religion in the consumption pattern of certain sub-cultures. Today it has spread in several cities and it also has a 100 per cent vegetarian restaurant in Ahmedabad.
Innovation promotion activities and a popular logo have helped Pizza Hut expanding. The senior marketing manager said, Our focus is not just on offering a great pizza but also on providing excitement and good customer service. The manager further emphasized on the customer focused operations and intensive research done to find customer needs and satisfaction. Besides, Pizza Hut conducted in-house research on psychographics on Indian consumer that led to the use of cartoon characters in campaigns. The Indian Market Research Bureau (IMRB) also carries out regular surprise checks at different outlets to monitor the quality of service. Moreover, a regular test, CHAMPS (Cleanliness, Hospitality, Accuracy of order, Maintenance, Product quality and Speed of service) is conducted in-house.
The company says that its Pizza Pooch birthday package is full of fun and excitement. What is unique in the package is the nominal price of Rs. 125 per child that offers much more than only goodies in the main menu. The birthday party includes a well-decorated area within the Pizza Hut outlet with several gifts for the children. Moreover, the party is conducted by a trained host with lots of games, prizes and a special gift for the birthday child. Pizza Hut, better known as a family restaurant, takes the onus of relieving parents of the cumbersome job of clearing up the mess after the kiddies have enjoyed themselves thoroughly.
The Pizza Pooch menu, on the other hand, includes a wholesome delicious meal and gift for the child. The menu has been intricately designed with pictorial games. A free set of crayons is provided to keep the children occupied while their parents dine. The campaigns created by HTA are eye-catching with cartoon characters on the mailers, hoarding and print advertisements where the cartoon characters are aimed at matching varying moods of kids. The birthday party concept is not entirely original local fast food major Nirula s has been doing it for years as does KFC.
Questions
1. Do you think Pizza Hut promotion is successful? Give your reasons.
2. Suggest one alternative promotion to attract girls to Pizza Hut. Why do you think this would be successful?

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