2016

Marketing plan of
Cindys Pizza
Paradise
Table of content

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Executive Summary

Cindys Pizza Paradise is small in-house Italian styled restaurant and delivery outlet. The
owner/ manager Cindy also has the vision of becoming one of best branded pizza restaurant
with the best delivery and franchise network thereby providing the best food and best value
to the families in throughout Trinidad. Cindys Pizza Paradise t as a company will aim to target
and satisfy various diverse customer categories which exist in our diverse Trinidad and Tobago
culture. In order to fulfil its marketing objectives of maximizing customer satisfaction by
proving high quality products, we will adopt the following marketing slogan:
Think Global, Act Local

We would attempt to target each and every diverse population segment either on the basis
of age (kids, teenage, office goers, senior citizen) or special interest groups (celebrations,
parties, festivals).As a part of the marketing strategy, Cindys Pizza Paradise will adopt a
total market strategy along with international market strategy coupled with early entry
strategy.

Coordinate marketing operations

Marketing objectives

1. To maintain the number one market position.

2. To increase the percentage of pizza sales by increasing the number of franchisee
delivery units with carryout facilities.
3. Increase annual sales revenue from $2.0 billion in 2009 by 15% ($300 million)to 2.3
billion in 2010-11.
4. Increase market share from 13.4% to 14.0%.
5. Our goal is to reach 85% recognition of the new product in our target market.
6. As with all businesses, the most goal of a company is to increase revenue and profits.
7. Customer satisfaction is for most. What we preach: integrity, ethics and open
communication.

RESOURCES:

HUMAN RESOURCES
The Human Resources Department is split into several functions, which aim to
Support the overall business with a real Passion for People. These functions
Include the following: -
The Training & Development Team:

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This team aims to support and develop team members to their fullest potential, using various
programmes such as the Expert training programme, as well as the Developing Champions
training programme for all levels of restaurant management .In addition we invest heavily in
the further development of our management population through core and fast track
management development programmes and specific technical training.
The Recruitment Team:
The Recruitment Team is split into two separate teams, one recruiting for management
positions within the restaurants and the other recruiting for positions within the Restaurant
Support Centre. Both teams work to recruit the right people into the right positions.
The Compensation & Benefits Team:
This team aims to provide all Pizza Hut employees with a comprehensive and competitive
benefits package, including; fair pay, bonus, health care and pension. The team also works
to produce HR policies and procedures, which are in line with UK legislation and manages
the employment tribunal process, as well as managing HR information.
The HR Operations Team:
This is dedicated generalist HR support for the Managers and Team Members working in the
restaurants. This team is separated by regions, and aims to support our employees through
manpower planning, district compensation and benefits, employee relations, welfare advice
and the further development of Customer Mania.
The Organisational Development and Communications Team:
This team focuses on business communication, organisational development and change. It
also aims to support and develop team members to their fullest potential within our
Restaurant Support Centre.

Financial information
In support of our business goals, the Pizza Hut Finance function is split into three teams:
Control, Planning and SCM. The overall role of Financial Control is to ensure that our
financial statements are accurate and reflect a true and fair view of our business
performance. It ensures that all transactions entered into by Pizza Hut are appropriately
recorded. It also has the responsibility to ensure that our assets are protected, through
appropriate controls and processes.
Within Financial Control, we have teams that are responsible for the following:
_ Preparing and reporting accurate data to senior management, Yum and Statutory Bodies
_ supporting the expansion programmes of the Franchising and Business Development
teams.
_ Analysing variances from Plan and Forecasts to facilitate and influence decision-making.
_ paying over 18,500 employees on a weekly basis and 15,000 employees every four weeks,
ensuring the related tax and statutory responsibilities are discharged.
_ Paying suppliers, who supply food, drink and the services that we need to run our
restaurants.
_ Treasury and Tax management.
_ Insurance and Estates management.
_ Loss Prevention
We also have specialised tax expertise to ensure that our Corporation, VAT, PAYE, NI and all
relevant tax liabilities to the government is calculated properly. Plannings role is to ensure
that our underlying business performance is analysed and understood, that our business

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and units have suitably stretching performance targets and that our continual drive to
improve our business return is well on track. Structurally, Planning is split into three teams:
1. Business planning, who manage the total business and individual unit budgeting process,
as well as providing commercial analytical support for our operations.
2. Sales & Marketing Planning, who ensure that Marketing initiatives are rigorously
evaluated and aligned with our strategic and financial goals.
3. Capital Planning, where our focus on returns is displayed through control of investment
processes.

SCM is responsible for procurement for food and non-food items and managing the logistics
of delivering products from suppliers to the outlets. More specifically this involves:
- Supply chain strategy development for both short and long term
- Supplier development for both existing and new products
- Negotiating and managing contracts for food suppliers as well as services
- Working on cost reduction projects in conjunction with QA and operations
- Negotiate and manage distribution contracts and ensure contract delivery performance to
outlets remain at certain standards
- Support strategic initiatives and cross functional projects like new product launches,
promotion management
Control, Planning and SCM team members spend much of their time helping other team
members in Pizza Hut and in turn are sought out to add commercial and financial advice to
the business as we work together in achieving our business goals.

The senior leadership team is responsible for implementing strategy and overseeing the day
to day operation of the company.
They are:
Russell Creedy - Chief Executive Officer
Grant Ellis - Chief Financial Officer
Brent Kitto - KFC General Manager
Arif Khan - Pizza Hut General Manager
Craig Neal - Starbucks Coffee General Manager
Jennifer Blight - Human Resources Manager
Deidre Gourlay - Development Manager

Budgets
As pizza hut is spending enough money for their goodwill. They are willing to spend more
money by providing their customer free delivery. They recently open the new restaurants in
north shore in Whangaraie, and in south as well. They are spending more money on
renovations their restaurants. Pizza hut also spending more money which they are giving to
call centre for their services. There are more than 70 pizza hut stores in New Zealand. They
are paying their employees on weekly basis. Objectives behind these expenses are to reach
the vast population of New Zealand. They are having four brands from which they recently
take over the Carles junior and the other brands are pizza hut, KFC and Starbucks.
Personal policies

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Pizza Hut is committed to the protection of your personal information. Pizza Hut has
developed its own privacy policy, which complies with the Privacy Act 1993. This Policy
covers all personal information that we hold and includes information we have collected
through our outlets, over the phone through our customer service centre and over the
internet through our web sites. This Policy also covers personal information that we have
sourced from third parties.

Collection
Pizza Hut will only collect personal information that is necessary for one or more of its
functions or activities. Pizza Hut will only collect personal information by lawful and fair
means and will let you know where and how to contact us. If it is reasonable and practicable
to do so, Pizza Hut will collect personal information only from you. Where Pizza Hut collects
personal information about you from someone else, Pizza Hut will take reasonable steps to
advise you as soon as practicable. Pizza Hut will not collect personal information about you
unless you have consented to such collection, or the collection is required by law or the
collection is otherwise permitted by the Privacy Act 1993. Where you choose not to provide
requested information, Pizza Hut will advise you of what impact such non-disclosure may
have.

Pizza Hut may disclose your personal information to:

(a) Third parties provided we have obtained your prior authorisation, which we will normally
obtain at the time of collecting the information from you. For example, your name, address
and telephone number may be disclosed to a third party supplier of products or services
that relate directly to a complaint that you have made about any of our products or
services.
(b) To employees of Pizza Hut where the information relates to a Pizza Hut outlet or a
problem you have experienced with Pizza Hut provided either the information is aggregate
information that does not personally identify you, or we have obtained your prior
authorisation, which we will normally obtain at the time of collecting the information from
you.
(c) Where the law requires Pizza Hut to do so.
(d) if you consent.

Personal information may be disclosed under other circumstances where permitted by the
Privacy Act.

Sales force organisations

As there is heaps of competition in the New Zealand in food market. So it always needs to
add some promotional deal to push sales. Pizza hut providing many services like free
delivery and some dessert and free sides. For example like on Monday all classics pizza for
5.90$ and on Tuesday 2 slabs for 10$ and many other promotional deals to come in pizza
hut. They are using the breast chicken in their company. But in dominos they are using the
normal chicken in their pizzas. So pizza hut doing their best to increase the sales by
providing different services to their customers.

Sales territory coverage

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As it has already reaches the every part of New Zealand with their services. Customers can
order online by sitting in their homes and get a free delivery if they order more than $20.
Pizza hut also provided readymade pizzas in the super market. There are more than 70
stores in the New Zealand which covers many part of country. It is an international company
which serves best quality food to their customers in cheap price by providing many services.

Personal selling
Personal selling refers to face to face interaction with customers. Pizza hut providing very
good services to their customers. The politeness of their speech and mannerism which pizza
hut crew member serving to their customers is absolutely enhances the brand value of pizza
hut in customers mind. Pizza will take 15 minutes to get ready until that pizza hut providing
TV, magazines to their customers to wait until it will get ready. In personal selling they
provide delivery to their customer home within 30 minutes of time which make customer to
be with pizza hut for long time.

Advertising
1. Television
a) Television will be the primary medium for the new Pizza Hut campaign.
b) Network television outlets allow national coverage and expanded reach to all target
audiences.
c) Through national cable television the campaign can reach special Demographics, and run
more targeted commercials.
d) Different times, day parts, and shows allow for further selectivity.
e) Allows great creative flexibility with the integration of sight, sound, and motion, and
makes possible dramatic representations of the product.

2. Radio
a) Radio will support television advertising.
b) It allows for more frequency than the other media.
c) Stations are already segmented so it is easy to target specific markets by different station
formats or programming.
d) Radio is less expensive than television.
3. Newspaper
a) Newspapers will also be used for the Pizza hut campaign.
b) It is a medium capable of reaching numerous market segments.
c) It allows for individualized local advertising.
d) Allows greater control of geographic placement.
e) Also serve as a medium to supply promotional material such as Sunday coupons and
special offers.
4. Internet
a) Internet advertising will run in the Pizza Hut website.
b) The campaign will consist of embedded banner ads in the Pizza Hut and Pizza Hut
sponsored websites.
c) Pizza Hut has used their website in order to reinforce their advertisements and product
promotions.
d) It allows for cross-promotions.
e) Allows an interactive campaign with direct feedback potential.

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f) Proximity to purchase, promotions are offered when consideration for an internet
delivery order is taking place.
g) Integrates all types of media thus establishing the integrated marketing strategy
h) Since it is using the Pizza Hut website it is considerably inexpensive.
5. Outdoor (Test)
a) Outdoor advertising will consist entirely of billboards.
b) They are permanent and cannot be turned off by consumers.
c) There is a greater reach and frequency than other media for the cost.
d) Billboards allows for geographic and demographic flexibility.
e) There is a low cost per thousand.

Sales promotion
For sales promotions pizza hut providing many services to their customers by giving them
discount card for their employees and vouchers to their customers. Where online ordering
contributes a major percentage to total sales, pizza hut offers online coupons for different
regions of varying denominations. Pizza hut offers large discount by making through these
coupons. Pizza hut also gave free samples of the new pizza which it launches. For example in
case of cheesy bites pizza, pizza hut offered free slices of it to the customers for sampling
and testing it amongst the consumer group. They also give free sides that are ordering
through sites and get free delivery if customer orders more than $20.

Public relations
To reposition Pizza Hut as a more healthy food brand.
To enhance public opinion of the Pizza Hut brand.
To provide public with information about new campaign and products.
To get magazines to publish articles about Pizza Huts new campaign and products.

Marketing mix
Product:
Pizza hut follows multiple product strategy. As pizza hut not only sells pizzas but also deals
in a variety of other products such as wings, garlic bread, fries, drinks and desserts. Although
all the product offerings in pizza hut are not as fast moving as its pizza, but they usually
complement each other. For instance a family coming for a dinner usually starts with garlic
bread and then move on to pizza. Pizza hut selling the standardised product with
modifications. Pizza hut mainly sells 4 types of pizzas: pan pizza, hand-tossed pizza, stuffed
crust, and thin n crispy pizza. Pizza hut serves these standard style pizzas everywhere in the
world but at the same time, it offers its customers to choose different toppings as extra
mushroom or extra capsicum and onions with extra cheese or chicken topping like bacon,
ham, pepperoni, beef etc. Secondly it offers what is known asvalue meal combos wherein
it offers a combination of pizzas, drinks and desserts.

Price:

In the past, Pizza Hut has successfully used the high/low pricing strategy when setting the
retail price of its products. The high/low retail pricing strategy allows Pizza Hut to charge a
price that is above Competition, but also promote frequent sales to lower the price
below them. Both Pizza Hut and the beverage Mountain Dew are Pepsi subsidiaries,

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bundle pricing will be used.. Pizza Hut will be able to sell two products together at a single
price to suggest a good value. Different groups of customers are willing to pay
different prices for the same product. Pizza Hut can sell "The Extreme" to the customers who
will pay the higher price to be the first to buy and also to the bargain hunters finally, this
strategy will emphasize product and service quality. Pizza Hut sets a high initial
price for its products to send a signal to customers that its products are quality and the
service is excellent.

Promotion:
The objectives of promotion are to introduce a new product, stimulate demand, change the
short-term behaviour of the customers, and encourage repeat or greater usage by current
customers. Pizza hut uses many promotional strategies. The main promotion is a coupon to
purchase. This promotion is also distributed mainly by mail (VIP members), but also by fliers
on college campuses around the country in order to reach the target market. They are using
billboards on main stream places to get there customer. They are also distributing door to
door brochures to capture more and more customers. Pizza huts also using marketing
techniques. These are the strategies Pizza hut is using for its marketing. Pizza huts try's to
attract the younger generation as their main market segment. Apart from this Pizza Hut
issuing intense marketing strategies they are also giving ads in magazines. Advertising
camping will creates awareness of the products in our target markets.

Place:
The type of distribution channel used by Pizza Hut is the direct channel. The direct channel is
successful when there is an extremely large market that is geographically dispersed. The
direct channelize also useful when there are a large number of buyers, but a small amount
purchased by each. Pizza Hut uses three different methods o f s e l l i n g i t s p r o d u c t s
d i r e c t l y t o t h e m a r k e t . T h e f i r s t method of distribution used by Pizza Hut is delivery.
Customers can call Pizza Hut ahead of time, place an order, and the order is delivered to the
customer's home. Another method of distribution is for customers to dine-in. Customers can
go to the nearest Pizza Hut, place an order and either leave with the order or eat at
the restaurant. One of Pizza Hut's largest competitive advantages is its restaurant
style facility. Pizza Hut offers a clean place to sit down and enjoy the variety of pizzas,
salads, and sandwiches in a fun, family atmosphere. The third method of distribution is online
ordering. Customers can now go on the Internet and place an order. This method is
useful because it allows customers to view the entire menu, download any
special coupons, and order without having to disclose any credit card numbers.
The market coverage for "The Extreme" will be nationwide. Customers all over the
country will be able to order "The Extreme" by one of the three distributions methods.

Market Trends:
Market trends are those trends which pretend to be a part of financial market .These trends
are classified as secular for long time frames, primary for medium time frames,
and secondary for short time frames. Traders identify market trends using technical analysis,
a framework which characterizes market trends as a predictable price tendencies within the
market when price reaches support and resistance levels, varying over time.

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Distribution strategy:
Pizza hut is American restaurant chain and international franchise that offers different styles
of pizza along with sides dishes including wings garlic breads breadsticks. Pizza hut is aa
subsidiary of yum brands inc.(world largest restaurant company) with approx. 34000
restaurants, delivery/carry out locations. Seeing that Pizza Hut holds the most market share
in the pizza industry, the perceived quality and service of the company will help to ensure a
better than average chance at a successful introduction of a new product. The pizza industry
firms are famous for introducing new products to spark short-term sales. Pizza Hut as stated
earlier has been very successful at accomplishing this. The introduction of a product that
keeps with today's trends is also important to reduce the risk of failure. Pizza Hut is the leader
in innovative products and this new product that we are proposing will surely be a success,
given Pizza Huts track record. With high competition from the other top firms in the industry,
the introduction of a new product is necessary to keep one step ahead of the competition.
We propose that Pizza Hut introduce the Extreme Pizza. This pizza will be larger than the
competitors at twenty-inches and have twice the toppings that the competitors have. Pizza
Hut will market this product alongside other extreme products such as Mountain Dew, to help
Pizza Hut capture part of this new segment of the market. The selection of pizza's offered by
the competition have been significantly less creative than that of Pizza Hut in the past and
Pizza Huts reputation of offering high quality, new products will allow this new product to
move into the market as other new offerings have in the past. With the introduction of a new
product, one of our main objectives is to create recognition for our product. Our goal is to
reach 85% recognition of the new product in our target market. As with all businesses, the
most important goal of a company is to increase revenue and profits. With the introduction
of this new product we hope to increase the overall sales of the company by 7%. If we can in
fact reach our goal of 85% recognition of the product, through a successful promotions mix,
then the increase in sales should be easily acquired.

Internal and external stakeholders:

Internal stakeholders include:
1. Management: all staff is given 20% discount card on pizza hut and related companies
like KFC, Starbucks and Carls junior. And management is also provided free tour if
they cross certain sales limit. All insurance is also covered by the company as if any
accident will happen then it should be covered by pizza hut. They also provide
hospitality certificates to the employees with the passage of time.
2. Employees: pizza hut is having good promotional policies for the employees. Bonus
packages and holiday packages are also provided to employees by company.
Employees are also provided by 20% discount card.

External stakeholders
The external stakeholders are those who love to contain the impact of your good will
like debtors, creditors, government, customers, general public.

Conclusion

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 Pizza Hut has many targets which it has achieve in a given period of time. The
time-period is mostly a year. Therefore, in order to fulfil the targets different
strategies are adopted by Pizza Hut. It can be concluded that these strategies
have been successful and there is flexibility in the strategies, as they can be
changed with the changes in the market conditions as well as the targets.

Bibliography:.
(https://pizzahut.rbnzsecure.co.nz/indexFlash.cfm, 2012)
www.pizzahut.com

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