Page 120 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Sales and Promotions Management

Notes
Did u know? In 2006, about two-thirds of advertising, marketing, and public relations
managers worked more than 40 hours a week.

Case Study Promotions at Pizza Hut

izza 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,
PPizza Hut is on the ball - with eye catching promotions. In the summer of 2000 in
New Delhi, Pizza Hut launched its innovative 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 children 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.
Innovative promotional 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 emphasised
on the customer focused operations and intensive research done to find customer needs
and satisfaction. Besides, Pizza Hut conducted in-house research on psychographics of
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 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 a 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, hoardings and

Contd...

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