GROUP PROJECT:

MARKETING MIX 4P’S : PIZZA HUT

PREPARED BY:

MUHAMMAD IMRAN AKBAR BIN AHMAD NAZRI (2020408782)

PREPARED FOR:

PROFESOR MADYA DR ROZITA BINTI NAINA MOHAMED

COURSE CODE:

MKT 420

(PRINCIPLE AND PRACTICE OF MARKETING)

MAC/AUG 2021

Table Of Content

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 NO CONTENT PAGES

1.0 ACKNOWLEDGEMENT 3

2.0 INTRODUCTION 4-5

3.0 MARKETING MIX : PRODUCT 6

3.1 MARKETING MIX : PRICE 7

3.2 MARKETING MIX : PLACE 8

3.3 MARKETING MIX : PROMOTION 9

4.0 RECOMMENDATIONS 10

5.0 CONCLUSION 11

6.0 REFERENCE 12

1.0 ACKNOWLEDGMENT

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Alhamdulillah, first and foremost, we would like to thank God for finally allowing us to complete
the assignment assigned to us by the lecturer. This task was completed with all available
resources by group members, despite the fact that a minor issue arose among us while working
on this assignment. Luckily, all of the problems could be solved, and we were able to adapt
properly and wisely.

Aside from that, we would like to express our heartfelt gratitude to our lecturer Prof. Madya Dr.
Rozita Binti Naina Mohamed that always teach and guide us to understand what we need to
know while studying the course and producing good project work.

Finally, we would like to thank our dear friends for always sticking together and working hard to
produce a good assignment with all afford and responsibility. I hope that all of the funds will be
beneficial to both us and our group project. Millions of thanks are also extended to all of our
classmates for their assistance in carrying out our group project. They are constantly providing
us with suggestions and feedback on our projects, allowing us to improve them in a variety of
ways.

2.0 INTRODUCTION

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Pizza Hut opened its first office in the Yow Chuan Plaza in Kuala Lumpur on 19 May 1982 in
Malaysia. It has a large part in the production and processing of breeders and contract broilers,
hatchers and poultry as well as a host of suppliers including bakery, curators and sauce
manufacturing.

The Pizza Hut chain today grew to over 350 restaurants and is Malaysia's largest pizza chain.
QSR Group trusts that it will continue to fully dominate this sector and to strongly discourage
any new competition with its pizza chain. Pizza Hut with a delicious combination of nutritious
Italian American cuisine with favourite global pan pizza and other typical dishes.

Two different concepts are available:

Pizza Hut Restaurant offers a cosy and friendly atmosphere and a great welcome making it the
ideal place for you to relax and enjoy a wonderful time with family or friends.
Pizza Hut Delivery ensures warm and fresh pizza in a convenient setting for added comfort
within the promised delivery time.

This task is to make students aware of the importance of 4P's marketing mix strategy such as
product, price, place and promotion which meet a particular needs or demand of the consumer.
The 4Ps of the marketing mix are key factors in the marketing of goods or services which are

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constrained or interact significantly with internal and external factors in the entire business
environment. The marketing process is social and managerial, by creating, offering and
exchanging products that provide value for people and the Group. what they need and want.

The marketing service mix includes 4Ps. Those are :

Price
Refers to the value of a product. It depends on production costs, the targeted segment, market
capacity to pay, demand supply and many other factors, direct and indirect, a number of pricing
strategies can be implemented, each linked to a general business plan. A demarcation can also
be used to distinguish and improve the image of a product.

Product
This refers to the actual product that is sold. The product must perform at a minimum;
otherwise, even best work will not work with the other elements of the marketing mix.

Place
References to the selling point. In each industry, it is the main objective of a good distribution or
'place' strategy to catch the eye of the consumer and facilitate the acquisition. Retailers pay the
right place premium. Actually, the motto is "location, location, location" of a successful retail
business.

Promotion
All the actions undertaken to inform the user and the trade about the product or service.
Advertising, word of mouth, press reports, incentives, commissions and trade awards can be
included. It can also include consumer systems, direct marketing, competitions and awards.

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3.0 Marketing Mix : Product

A product is sold to a consumer in order to stratify the target group of people. Product services,
entities and places can be tangible or intangible. There are, for example, three types of
products, the core, the actual product and the third, the enhanced product. Marketers have to
take into account the existence of a product. The product must be according to demand on the
market. It will help the markets to thoroughly examine the process of PLC production. Product
life cycles PLC are divided into four phases such as the launch, development, maturity, and final
phase. . In order to maintain the degree of demand for the products, marketers have to supply
other goods in various PLC stages. If advertisers produce the right product, they have to ask
what the consumer wants? How and where will the product be used? What are the important
product features? Name, look and distinction of product from competitors, etc.

Pizza hut highlights the quality of the product. Its results were incompatible for a long time and
were distinguished by the harsh competition. The brand says that its products are manufactured
with the finest available products for optimal customer satisfaction. The consistency aspect of
the product ensures that customers return for more. The pizza hut provides its products with
personalised services, which is another strength of product management. . It also includes
architecture, ingredients and tastes. Furthermore, various packaging options are available.
Therefore, many customers will be satisfied with a pizza they prefer at any pizza hut outlet.

This is an ideal marketing technique. Pizza Hut has diversified its product range by adding
lateral dishes. There are also various kinds of pizzas, like cheesy bits, thin n crispy, crout, etc.
Diverse ranges of products offer consumers the opportunity to select alternatives from a pool.
Pizza Hut is filled with pizzas, which match most people's taste buds. Pizza Hut doesn't share
much detail on its supplies to keep its hidden recipes. This prevents the copying of consistency
between competing companies. The lack of details makes your pizza particular.

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3.1 Marketing Mix : Price

Price is the quantity of the product or service charged or the sum of all the value the customers
trade for the benefit of receiving the product or using it. Some companies have a price division
of their own to set the best prices. Before setting the price, the marketer should also understand
the price-demand relationship for his product.
Product pricing strategies should be used by marketers. Pricing strategies typically change with
the item going through its life cycle. The initial stage is very challenging and demanding. For the
first time, companies selling a new product face the challenge of setting prices. In order to
ensure their products are marketed, Pizza Hut has pricing policies.

Pizza Hut pricing is known for the quality and high standards and has a high price for its
products compared to its competitors. Pizza Hut has a skimming price, therefore customers
prefer Pizza Hut to others, for they want the product quality and the price must be supported by
the image. The cost is decreased when competition is strong but demand is met, but high
expectations and service efficiency are not compromised. The price strategy in the marketing
mix of Pizza Hut often depends on the ordered pizza dimension. Pizzas are available in three
different sizes, regular, medium, and large that all they can afford. The prices are based on the
pizza sizes. Various pizza sizes, various food prices. PizzaHut offers its customers a high initial
price which signals that its products are quality and the service is splendid.

Economy is the key to this well-known business' unbelievable success. There are numerous
new and creative schemes to sustain price levels every day. It still gives its customers value for
money. Product price package is Pizza Hut's product marketing mix. The price of the product
bundle is based on a selection of products, which are provided in a package to customers and
normally priced less than the amount of the individual components.

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3.2 MARKETING MIX: PLACE

Place is the process of moving the products from manufacturers to a particular consumer group,
which the company is likely to purchase and use. Basically, it is the process by which customers
purchase a product from the company. This may involve a mixture of intermediaries, such as
manufacturers, wholesalers and retailers. In this process we must investigate where our
customers are and what we can do to vary accordingly as a team production of the product. As
we know that marketing mix for place have 2 main conceptions which is geographical
conception and intangible conception.

Pizza hut has organised its geographical departmentalization for geographical design
with grouping jobs based on geographical region. It is because customers have different
beliefs and a different way of life for every country. For example, we have Muslim
majority in our country in Malaysia as a population. In Malaysia, pizza huts prevent
commercial menus that include ingredients that Muslims are not halal, such as pork,
spirit and other ingredients. We also have Chinese and Indian people in Malaysia who
can't eat certain ingredients. Pizza Hut has therefore decided to create various menus
which allow all kinds of breeds to purchase and enjoy without worried. For further
information, Pizza hut does not opening anywhere branches. Branches in small sites
and neighbourhoods like towns are difficult to find because of the mindset of many
companies who think that people staying in the villages don't respond as people in town
do to the company's restaurants.

For the second concept which is intangible conception, Pizza Hut sells its products in two
ways. Pizza Hut's initial distribution system is by delivery. Customers can call Pizza Hut and
place an order, which will then be delivered to their home. Second, rather than having their
order delivered, customers can choose to eat in the restaurant rather than having it taken away.

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3.3 MARKETING MIX: PROMOTION

Malaysia is also the largest market for Pizza Hut. Pizza Hut participates in various advertising
campaigns in order to popularise its products. The company employs traditional sales marketing
methods to reach out to customers. They include advertising, personal selling, and purchase
promotion. Advertisements are promoted on television, the internet, and radio. Social
networking has also been used recently, as its popularity grows on a regular basis. Some admit
to seeing pizza hut commercials on TV, billboards, or listening to it on the radio. The media are
chosen because of their penetration capabilities and range, as the target market is covered.
Discount promotion, which entails the activation of vouchers in online orders through checkout,
has also resulted in increased sales figures.

They also distribute door-to-door brochures in order to increase the number of buyers.
Furthermore, personal marketing is an action taken by the company to bring actual people to
the field to inquire about the pizza hut and its products with customers. . The strategy is used to
provide additional clarity and to answer some questions. This strategy is combined with sales
incentives, in which a person is rewarded for ordering pizzas from Pizza Hut. Aside from that,
Pizza Hut has always offered a promotional deal that allows people to spend less money on it.
They may get a combo deal such as a double box, my box, on the go, big celebration deals, and
many more for a reasonable price, especially when using the promo code they have provided.

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4.0 Recommendations

First of all, in our view, there are some weaknesses in the Pizza Hut system and should be
fixed immediately to get a better rating. Firstly, Because Pizza Hut is not available in remote
areas, the company should focus on Pizza Delivery in such areas to generate more revenue.
To get more attention from customers, they should open branches to a more strategic place
and not care about the value of the company. They should also upgrade the delivery service
to the highest level to please the customer order.

Secondly, Another disadvantage of Pizza Hut is that, despite the fact that new consumer
studies have shown that consumers are not satisfied with the same old pizza flavour and that
there is a greater demand for a broader variety of pizzas, the flavour of their pizzas remains.
As a result, it is critical to continue inventing the pizza hut. Therefore, companies, especially
the food department, must play an important role in changing the stale and outdated pizza
menu. Introducing a new menu that suits the community in Malaysia is the best way to bring
back the glory days of Pizza Hut.

A part from that, there is a fee for pizza hut delivery, but other competitors do not. In a
business, gaining the trust of customers is the hardest thing because it involves money. This
is because, when the food offered is not in line with the money paid, then the customer will not
be satisfied. To gain the trust of customers Pizza Hut should provide the best food and not
impose hidden charges on customers. Delivery charges should not be imposed on customers
who live near the branch or in other words live within a radius of 10km from the branch.

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5.0 Conclusion

Pizza Hut has created their own product, price, and promotion marketing mix. They must
concentrate on remaining in the market and competing with the competitor. Customers will
choose a company that offers high-quality products and services. Many companies' marketing
stages have been dominated by the concept of the marketing mix and the four P's. Marketing
executives must recognise its utility in the promotion of goods and services.

Product is one component of the marketing mix, which also includes price, location, and
promotion. To attract attention and use, products must meet market needs. It includes people
and services. Worldwide product marketing encompasses both tangible (movable or objects)
and intangible (services) products offered in the market to meet the needs or desires of
customers. Companies must develop strong customer relationships while also developing
brand image and equity in their target market.

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6.0 REFERENCE

BohatAla. (n.d.). “Pizza Hut Marketing Strategy in USA”.

https://bohatala.com/pizza-hutmarketing-strategy/

Hitesh Bhasin. (2019, April 8). Marketing mix of Pizza Hut.

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