MARKETING PLAN

MARKETING PLAN

Executive Summery

The pizza hut always provides high quality pizza. Pizza hut offering various type of pizza drinks, entertainment facilities. Now we are offering special type of pizza that is vegetable pizza.

Although pizza hut provide high quality food in little time, people may not come to this restaurant, as they don’t have much idea about this type of unique product. There is also a chance of risk, as there are many well-known restaurants in that area as well it is a new product.

We want our customers to be satisfied in all the way possible, and we want all type of customers come to pizza hut, that’s why we are also offering some this kind of product . We are also offering ‘take away’ service, ‘home delivery’ (only to the offices, homes) and also take orders for occasions such as meeting, family gatherings, and parties. We also have gift items for the customers in some occasions like, New Year, New Year (Bengali), Religious Festivals, Wedding, and Birthday with this special product.

Our advertising objective is to inform, to persuade, and to remind the customers about this food item. But our advertising objective is to provide the information to the customer for a longer period.

Table of contents

Page no. Executive summery 1.0 Introduction (Chapter # 1) 1 1.1 Marketing objective 2 1.2 Methodology 3

2.0 Overview situation (Chapter # 2) 4

3.0 Current market situation (Chapter # 3) 5 3.1 Market share 6

4.0 Marketing strategy (Chapter # 4) 7

5.0 SWOT analysis (Chapter # 5) 5.1 Strengths 8 5.2 Weakness 8 5.3 Opportunities 9 5.4 Threats 9

6.0 Pro-forma statement and budget (Chapter # 6) 6.1 Marketing budget 10 6.2 Selling expense 10 6.3 Advertising/ promotion expense 10 6.4 Budgets for promotion in first year 11 6.5 Product cost 11 6.6 Other cost 11 6.7 Pro-forma annual profit and loss statement 12

7.0 Action programs (Chapter # 7) 13

8.0 Conclusions (Chapter # 8) 14

8.1 Bibliography 15

1.0 Introduction

On June 13, 1958 the first Pizza Hut Restaurants opened. By

September it was grossing $700 to $800 a week, by December, over $1,000

a week Pizza Hut restaurants number two and three soon followed.

Franchising began in 1959 when Dick Hassur, Manager of Pizza Hut

Unit No. 3 signed the first Franchise Agreement. For a fee, he would have

the right to use the Pizza Hut name and 'secret' recipes. He also would

receive management assistance from the Carneys.

Pizza Hut Restaurants were patterned for growth. In 14 years (1958-1972)

franchise and company Restaurants numbered 1,000. In the next three years

(1972-1977) they numbered 3,000.

Home delivery is a fast growing segment of the pizza market worldwide, and

Pizza Hut Delivery was developed in 1985 to compete aggressively in this

highly competitive market.

Today, Pizza Hut is the largest pizza chain in the world with more than

12,000 Pizza Hut Restaurants and Delivery Units operating worldwide.

1.1 Marketing objective

It has emerged by keeping some marketing objectives in mind .

The marketing objectives are as follows:

To make an effective marketing plan so that it can draw attention of

the customer and grab a substantial portion of customers in

Bangladesh.

Grow and retain current customers by taking various promotion

activities.

Diversify the service offering to insulate the business against

fluctuations in any one component of the revenue stream.

Build customer loyalty by providing quality foods, excellent

environment and quick service programs.

Maintain a staff of enthusiastic employees excited to serve the

customers.

Build the new product to the point where it becomes a household

name in Bangladesh.

Increase market share in local market segment by 15% in 3rd year.

Reduce marketing costs by 20%over next year.

1.2 Methodology

The study requires a systematic procedure from selection of marketing

planning topic to final report preparation. To perform the study information

sources are to be identified and collected, they are to be classified, analyzed,

interpreted, and presented in a systematic manner and key points are to be

found out. This overall process of methodology is given below in the form

of flow chart we have followed in the planning.

Flow chart of methodology:

Selection of research topic

Identifying information sources

Collection of information

Classification, analysis, interpretation, and presentation of information

Final report preparation

2.0 Over View Situation

Pizza Hut opened its doors to the Bangladeshi market on the 6th of

December, 2003 and ever since then it has been one of the most popular fast

food outlets in Bangladesh.Currently there are three outlets, two in Dhaka

and one in Chittagong.

The outlets in Dhaka are in the posh areas of Dhanmondi and Gulshan.

While the one in Chittagong is situated at GEC Mor.

Another 2/3 outlets are set to start operations soon. All foods served in

the outlets in Bangladesh are halal.

Pizza Hut Bangladesh has an annual all you can eat offer during the

Islamic holy month of Ramadan.

The outlet in Gulshan has 220 seats and at 6000 sq ft. is one of the

largest Pizza Huts on the Indian subcontinent.Pizza hut in bangladesh now

offer pizza in 300 to 1200 range.

Pizza hut now launch new item o f pizza that is the vegetable pizza

which is the totally new concept in fast food with the perspective of

bangladesh. It is clear that any fast food maker organization does not

produce this kind of pizza. It will be given in a moderate price in TK 175.

3.0 Current Market situation

Here data presented on the target market. The size and growth of the market are shown for several past years and by market and geographical segments. Data on customer needs, perceptions, and buying behavior, trends are also presented.

Pizza hut the primary buyers are middle class consumers as like as couple, ages 20 to 35 who want to reasonable price with better pizza but do not want not invest in expensively. They want to buy a better pizza produced by a name they can trust.

In Bangladesh Pizza hut and dominos pizza both are the market leader. Pizza hut approximately cover 36% market share, dominus is same and other

organization covers the rest of the share.

3.1 Market share

Below this graph we have found that pizza hut covering 36% market share, dominus 30%,shawrma 16% and others 18%. So, we can say pizza hut capture large portion of market share.

4.0 Marketing Strategy

Here is the new product development that means Vegetable Pizza’s plan:

Target Market:

Middle class generation most probably age 20 to 35

Positioning:

The best quality and the most reliable food

Product line:

Add one most qualityful but lower prices food

Price:

Price somewhat above competitive quality

Distribution outless:

Its fastast delivery within 30 minutes from order

Sales forces:

Expand by 10 percent and introduce a new product in our country

Service:

Quickly and widely available food

Sales promotion:

Develop a new product that support the positioning strategy

5.0 SWOT Analysis

5.1 Strength

Despite of competition pizza hut has numerous strength.

1. This type of pizza is first for Bangladeshi middle class people.

2. At first we ca say that we find this product with reasonable price.

3. Middle class generation easily take this product.

4. It is also very attractable for vegetarian.

5. Quick home delivery

5.2 Weakness

In this product have many weakness.

1. May people doesn’t like only vegetable pizza.

2. Taste will be not high quality able.

3. Though it has less price people will think it is high price.

5.3 Opportunities

The main opportunities facing pizza hut line are as follows:

1. Consumers are showing interest more in pizza hut

2. Pizza hut will get more popularity and many people will go here.

5.4 Threats

The main threats of pizza hut are as follows:

The main threats of pizza hut is their competitor,

Dominus pizza,

Shawarma restaurant and

Others restaurant.

6.0 Pro-forma financial statements and budgets

6.1 Marketing budgets

The marketing management budget consists of selling expenses, advertising

and other promotion expenses, product cost and other costs. The overall

marketing budget of new product on the 1st year of operation is 3600000

taka. The various parts of marketing budgets are described below:

6.2 Selling expense:

The selling expenses of new product include the direct production costs,

transportation costs, and other variable costs. It has estimated selling cost of

3600000 taka in the 1st year of business.

6.3 Advertising/promotion expense:

New product will take massive promotion activities in the 1st year of

operation. The total estimated promotion budget for the 1st year is 3600000

taka. Among this money 100000 will be used to give discounts to customers

on various occasions. The management will also spend 100,000 taka to

present customers with some gifts. The rest of the money will be used for

advertising on television, newspapers, flyers, banners, etc. to attract more

customers.

6.4 Budgets for promotion in 1st year:

Promotion Items 1st year

Discounts 100000

Gifts 100,000

Other Promotions 50,000

Total Budgets 2,50,000

6.5 Product cost:

The product cost consists of production costs and storage costs. The

organization will store various vegetables on the store room. It has estimated

a storage cost of 1, 20,000 taka in the 1st year.

6.6 Others cost:

Management has some miscellaneous costs. The total anticipated amount is

120000 taka.

6.7 Pro forma annual profit and loss statement (1st year)

The pro-forma annual profit and loss statement of new product for 1st year is

given below:

Pro Forma Income Statement for 1st year:

  2008

Sales 6300000

Gross profit 2700000

Operating expenses

Rent 100000

Salaries and wages 150000

Depreciation and

other cost

590000

Total operating

expenses

740000

Profit before taxes 1960000

Taxes (15%) 294000

Net profit 16,66,000

7.0 Action Programs

Before and after lunching our vegetable pizza we will make an

excellent marketing campaign and monitor our competitor’s

activities.

Here is how we will carry out its marketing strategy according to

month by month, so that everything would be under our control.

In March, We will lunch our vegetable pizza firstly in Dhaka,

Chittagong, all out let. Promotion director has the responsibility

over the position. He will handle this project at a planned cost of

tk.3600000

8.0 Conclusion

It is known to all pizza hut always provides high quality type

pizza and it is the largest pizza producer company from the beginning of the

company.

Pizza hut main goal is to achieve a better and reasonable market

share and profitability in the cosmetics market. We create a new product

plan for increasing market share. Our competitor is Dominus, Shawrma and

others every competitor offers various products in different segment for

increasing market share but they do not produce this kind of product.

Middle class younger, coupe or vegetarian is our target surely we

will ahead from our competitors by this unique product.

8.1 Bibliography

1. “Marketing Management” millennium and eleventh edition by Philip Kotler.

2. a. www.pizzahut.comb. www. pizzahutbd.com