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To promote food items is not as easy as people thinks.

Food related companies invest their a lot of time and money on promotional strategies. Marketing managers are hired for this purpose.

Promotion is a form of corporate communication that uses various methods to reach a targeted audience with a certain message in order to achieve specific organizational objectives. Nearly all organizations, whether for-profit or not-for- profit, in all types of industries, must engage in some form of promotion. Such efforts may range from multinational firms spending large sums on securing highprofile celebrities to serve as corporate spokespersons to the owner of a oneperson enterprise passing out business cards at a local businesspersons meeting. Like most marketing decisions, an effective promotional strategy requires the marketer understand how promotion fits with other pieces of the marketing puzzle (e.g., product, distribution, pricing, target markets). Consequently, promotion decisions should be made with an appreciation for how it affects other areas of the company. For instance, running a major advertising campaign for a new product without first assuring there will be enough inventory to meet potential demand generated by the advertising would certainly not go over well with the companys production department (not to mention other key company executives). Thus, marketers should not work in a vacuum when making promotion decisions. Rather, the overall success of a promotional strategy requires input from others in impacted functional areas.





Advertising Sales Promotion Events/ Experiences Public Relations Personal Selling

MARKETING MIX: - There are "four Ps" of marketing: product, price, place, and
promotion. Collectively these are called the marketing mix. They are the variables that marketing managers can control in order to best satisfy customers in the target market. The firm attempts to generate a positive response in the target market by blending these five marketing mix variables in an optimal manner

Product: - value-priced, fast-serviced meal Price: - Value-pricing, special offers Place: - Strategic location of most fast-food outlet is found in populated and easily
accessible areas

Promotion: - fast food restaurants have engaged in many short-term incentives for
consumer promotion through limited value menus, promotional games to promote old/new items on the menu

Food oriented companies use various strategies to accomplish its goals

Communication activities: - Company has started many communication
channels. To fulfill different needs of the company such as employees cooperation their families and etc.

Marketing strategy: Company use different marketing strategy which make a good
reputation in the customer eye. Company attracts all the customer of their competitors and work hard to make stable their sale.

Co-operation strategy: To help the members and the workers the company use
cooperation strategy. By which they get a good sale and work environment.

Goal achieves strategy: - The Company explains its goal to the workers and
members for to work hard and cover it in a limited time period.

Recreational activities: The fast food restaurant keeps in view the interest of the
society and the national. They search always for any mistake done by others which is no it in favors of rules and regulation. These activities are promoted through: - TV, News papers, Employees conference, Rewards, Employs programs, Printed communication, Oral communication,Press,Website,Postersetc.

Pizza hut is one of the leading restaurant chain in Pakistan Pizza Hut is an American restaurant chain and international franchise based in TEXAS. When it comes to tossing dough around, no one does it more often than Pizza Hut. The division of YUM! Brands operate the world's #1 pizza chain with more than 13,000 outlets in nearly 100 countries worldwide. The chain serves a variety of pizza styles, including its flagship Pan Pizza, as well as Thin n' Crispy, Stuffed Crust, Hand Tossed, and Sicilian. Other menu items include pasta, salads, and sandwiches. Pizza Hut offers dine-in service in its characteristic red-roofed restaurants as well as carry-out and delivery service. Nearly 20% of its restaurants are company-operated; the remaining units are franchised or licensed. It was started in 1958 and now it is so established that even their menus and recipes are not the same, different locations use different suppliers and different toppings, according to the demand of their clients. The building block of the history of pizza hut has been this diversity, not often present in such a large concern.



1958: Pizza Hut was founded in 1958 by brothers Dan and Frank Carney in their hometown of Wichita, Kansas. When a friend suggested opening a pizza parlor, they borrowed $600 from their mother to start a business with partner John Bender. Renting a small building at Texas and purchasing secondhand equipment to make pizza the Carneys and Bender opened the first Pizza Hut restaurant 1965:"Putt-Putt to Pizza Hut" musical jingle developed for Pizza Hut's first television commercial 1986: Pizza Hut introduced delivery service, something no other restaurant was doing 1993: started to work in Pakistan in 14 December 1993. It achieved popularity and recognition in a short period of 14 years. 1998, Pizza Hut celebrated their 40th anniversary, and launched their famous campaign "The Best
Pizzas under One Roof."

2000: In July 2000, Pizza Hut became the first company in history to place its logo on the worlds largest proton rocket

2008:order online service was introduced pizza hut introduce total mobile access


Founded Founder(s) Headquarters

Wichita, Kansas (1958) Dan and Frank Carney Addison, Texas, United States David C Novak (Chairman) Scott Bergren (President) Restaurants Italian-American cuisine pizza pasta desserts over 300,000 PepsiCo (19771997) Yum! Brands (1997present)

Key people



Employees Parent Daily sale

1.7 million pizzas to 4million customers worldwide & 11.5 million purchase
Per year purchases Highest no. of pizza hut restaurant

4.2 billion pizza purchases made every year Half of these purchases are done on Friday and Saturday


In one word their objective is: P.E.A.R.L: PASSION: everything. for excellence in doing

EXECUTE with positive energy and urgency. ACCOUNTABLE: for growth in customer satisfaction and profitability. RECOGNIZE: the achievement of others and have fun doing that. LISTEN: and more importantly, respond to the voice of the customer and customer is always right


Part of the largest restaurant chain in the world Over 20,000 franchises around the world Innovative range of pizzas under one roof Famous television advertising Food attracts people of various ranges from young to old. Good financial situation and again profit. 100% owned by yum! Number 1 in its competitors.

Loyal customers are feeling that the satisfaction of the pizzas is declining. The Pizza Hut has complex computer systems and internal conflicts from franchisees. There is a lack of organic pizza which makes its image limited in the target market

B e h a ri

chicken spring rolls Chicken wings Italian bites

Regular (Pan or Large Rs. (Stuffed SUPER Regular (Pan or Large Rs. CHICKEN TIKKA ,CHICKEN FAJITA FAJITA SICILIAN CHICKEN SUPREME Rs. 415 / Large Rs. 615 Thin) 700 Crust or Seekh Kebab Stuffed Crust) SUPREME. Rs. 450 / Large Rs. 660 Thin) 745

THE EURO Regular Rs. 395 / Large Rs. 595 (Pan or Thin) Large Rs. 680

KARAHI CHICKEN PIZZA Regular Rs. 430 / Large Rs. 630 (Pan or Thin)Large Rs. 715 SHAWARMA PIZZA Regular Rs. 430 / Large Rs. 630 (Pan or Thin) Large Rs. 715 (Stuffed Crust or Seekh Kebab Stuffed Crust)

BEHARI CHICKEN PIZZA Regular Rs. 430 / Large Rs. 630 (Pan or Thin) Large Rs. 715 (Stuffed Crust or Seekh Kebab Stuffed Crust) CHICKEN TANDOORI PIZZA Regular Rs. 415 / Large Rs. 615 (Pan or Thin) Large Rs. 700 CHEESE LOVERS Regular Rs. 415 / Large Rs. 615 (Pan or Thin) Large Rs. 700

Regular Rs. 395 / Large Rs. 595 (Pan or Thin) Large Rs. 680

MARGHERITA Regular Rs. 295 / Large Rs. 435 (Pan or Thin) Large Rs. 520 (Stuffed Crust or Seekh Kebab Stuffed Crust)

VEGGIES Regular Rs. 45 / Large Rs. 75 (Pan or Thin) Large Rs. 75 (Stuffed Crust or Seekh Kebab Stuffed Crust) MEATS Regular Rs. 55 / Large Rs. 85 (Pan or Thin) Large Rs. 85

Ice Cream Rs. 75




Rs. 140


The strength of Pizza Huts success globally lies in a promotion strategy That builds connections with customers everyday in different parts of the World

Worldwide and in Pakistan, pizza hut has become synonymous with the best pizza under one roof. This is because pizza hut belief is that QUALITY CONTROL ON FOOD Pizza hut offer strict quality control by taking following steps


We continue to review all our products at Pizza Hut to offer our customers what they want and more. Therefore our menu is constantly evolving to meet our customers' needs and taste preferences b) DIFFERENT PRODUCTS IN DINE-IN RESTAURANTS TO DELIVERY RESTAURANTS We test all our products extensively before we add them to the Pizza Hut menu. We want to make sure product quality and standards are high enough, before we introduce menu ideas to our customers. Sometimes a product's quality can be affected by the time it would take to deliver to you. Rather than disappoint you, we don't include those options on our delivery menu. taken to get to your door. We therefore look to simplify the menu and reflect the needs and demands of our delivery businesses.

c) USING LOCAL FOOD PRODUCTS Pizza hut usually use local products about 90 percent They now import very few specialty items like pepperoni. This is economical and is according to customers taste

a. DINE IN FACILITY Pizza hut offer family oriented environment Strategic location of most Pizza hut fast-food outlet is found in populated and easily accessible areas and take away

b. HOME DELIVERY SERVICE Pizza Hut has one of the largest and most reliable home delivery networks in the world. Today, the Pizza Hut delivery network ensures speedy and accurate delivery of orders to millions and millions families who want to enjoy their favorite pizza at home. Since 1986 pizza hut has increase its sales due to fast and reliable home delivery service . pizza is delivered in home in just 30 mins or pizza is free

c. ONLINE ORDER FACILITY Now pizza hut has ordered online pizza delivery service. Now u can order through internet by specifying your address and location and pizza would be delivered from you nearest outlet.


Pizza hut has engaged in many short-term incentives for consumer promotion through limited value menus, promotional games to promote old/new items on the menu Since 1965 pizza has realized the importance of advertisement after its first ad pizza hut has it has invested a large amount of capital in advertisement lately. ADVERTISEMENT BUDGET

Pizza Hut spends an estimated $75 million on advertising annually, 50 percent more than Domino's ad budget


Pizza hut has always try to be innovative in promotion so that it could attract more no of people. Television: - The Pizza Hut give adds on the local TV channels and also give on the nearest cable channels. By these the Pizza hut has increase its sale very much. Newspaper:-Ads are given in the local newspaper to encourage people to come the Pizza Hut and also given discount coupons in the newspaper .Due to this lot of people come. Website: - The website of Pizza Hut show the different schemes which are offer by the Pizza Hut .New products, crust, base and etc are mention in the website by which customer can also take his or book online. Online Pizza through website helps very much to increase sale. Booklets: - 2 or 3 page booklets are made in which very thing is given which is inside the Pizza Hut. Customer can have a quick view for any order. By booklets the customer can order very much and variety of things. Posters and holdings:-On the bus stands ,railway stations, air ports , in cities and etc the posters and holding are hang on which the address of Pizza Hut and schemes are write for the customer .Reading these many byres are use to visit. Radio: - In between the various songs programs the jockey and different music adds are promote to listen to the customer about the Pizza Hut and tell them about the different parties timetable. By these people use to come to attend the parties. Price: The price of pizza hut is quite reasonable it has both expensive deals and economic deals, but it is more than its compatitors

Target market: Target audience is basically anyone and everyone who loves to eat Pizza. Pizza has long been targeted to families Pizza Hut targets everyone in the market. As we know that there is too much competition in pizza field .Everyday competitors make a new stop wall against the running company The Pizza hut will most target the age group between15 to 25.

A relatively young pizza franchising company in Pakistan, Dominos Pizza comes with a very strong background of being the most famous Pizza Delivery Experts all over the world, especially USA where it is successfully established in all 50 states. Dominos Pizza is an international fast food delivery corporation headquartered just outside Ann Arbor, Michigan, USA. There are currently about 8449 corporate and franchised stores in 55 countries, including all 50 US states. Domino's Pizzas are made fresh when ordered and all the ingredients are of premium quality, imported from leading producers from all over the world. Strict controls ensure consistent product quality at all times. A variety of exquisite side orders along with Domino's Feast Pizza on the menu provide a large range of options for their customers. From Italiano Feast to the Extravaganza, from Chicken Tandoori to Superb Cheese, the menu offers are truly amazing. Domino's Pizza was named "Chain of the Year" by Pizza Today magazine, the leading

publication of the pizza industry and is the "Official Pizza of NASCAR(R)".

History & Present

The history of Dominos Pizza is similar to its rival Pizza hut; two brothers started it with borrowed equity in 1960. Tom and James Monaghan bought a small Michigan Pizzeria called Dominick's, which was jointly run by them until James traded his share for a second hand car. Tom revitalized the image by changing the name to Dominos Pizza. By the late seventies there were over 200 franchise pizza businesses in the States and Dominos Pizza was ready to go International. In 1983 Dominos Pizza opened its doors in Winnipeg, and in the same year opened its one thousandth store. The locations for Dominos Pizza grew quickly from here as they sprung up in all sorts of diverse places.
Tom Monaghan, the original founder of dominos pizza.

The conventional Dominos pizza-making and serving technique: Despite Domino's Pizza springing up diverse locations, they were still a very traditional company. Domino's Pizza menu had been kept very simple and streamlined; they only sold one type of pizza crust which they named the regular pizza. Domino's Pizza dough was shaped by tossing the dough and pulling it into shape. The pizza menu included just two sizes of dough, it was not until much later that competition forced them to add a medium and extra large sized pizza. There were no such things as side orders you could have Pizza, pizza or Pizza and you could only drink a Coke with it.

Baby steps towards modernization: In 1989 the history of Domino's Pizza was to change when the Deep Pan pizza was introduced, for the first time in twenty five years the company was being forced to react to market demand. This move consolidated the financial base and ensured the growth of Domino's Pizza, as the same year they opened their five thousandth store.

By 1996 Dominos Pizza website was launched and the company declared global sales of nearly $3 billion. Introduction of non-pizza items: The wind of change had started and by 1992 they were to introduce the first non pizza item to their menu, this was obviously a reluctant move as it was bread sticks. Domino Pizza dough was already on hand and the making of bread sticks is not so different.

By 1994 Dominos Pizza marketing policy widened as chicken wings were introduced to the menu. At the same time the company hit the African continent as they opened a store in Egypt.

30-minutes delivery: Starting in 1973, Domino's Pizza had a guarantee that customers would receive their pizzas within 30 minutes of ordering, or they would receive the pizzas free. The guarantee was reduced to $3 off in the mid 1980s. In 1993 Domino Pizza discontinued this policy and stated that if a customer was unhappy they could have a new pizza or a refund. In December 2007 Domino's introduced a new slogan, "You Got 30 Minutes", alluding to the earlier pledge but stopping short of promising delivery in a half hour. Introducing innovative trends to be followed by others: They have, as a company, given the pizza industry many innovations that have now become standard.

The belt-driven pizza: The belt-driven pizza oven was the invention of Dominos Pizza and they began using corrugated cardboard delivery boxes which were very effective at holding the heat within the pizza during the delivery time. The heat wave: Ever mindful of the fact that a cold pizza must be about the worst dining experience on earth Dominos Pizza introduced the "Heat Wave, a portable electrical bag system that keeps the pizza hot during delivery.

New Logo: By 1997 they had also had an internal modern facelift as their stores were all brightened up and the company introduced a new logo. Dominos Pizza continued to grow exponentially and in 1997 they opened seven stores in one day but on 5 different continents. Rapid Growth: In 2004, Super Bowl Sunday was the most hectic pizza delivery day of the year when Dominos Pizza sold over a million pizzas, which was an increase of 42 percent on their normal Sunday trading volume. As the company continues to grow so rapidly it is just as well the practice of adding a dot onto the logo was discontinued after three outlets as Dominos Pizza now has over 8 thousand outlets globally.

Domino's Pizza, LLC

Type Founded

Public (NYSE: DPZ) Ypsilanti, Michigan, U.S. (1960)

Headquarters Ann Arbor, Michigan, U.S. Tom Monaghan, Founder Key people David Brandon, Chairman & CEO J. Patrick Doyle, President (US) Industry Restaurants


Pizza sandwiches pasta chicken wings desserts

Revenue Employees Website

$1.462 billion USD(2007)


Dominos pizza Pakistan

Dominos Pizza is a rather young fast food chain in Pakistan. It has a total of 6 franchises in Karachi and Lahore. Out of which, 4 are in Karachi while 2 of them are operational in Lahore. As Dominos Pizza specializes in fast delivery of its food all over the world, it doesnt have any dining-in restaurant places anywhere in the world. But in Pakistan, it has specially opened dining restaurants on a small scale. But the delivery of fresh food and attractive meal deals are as good as anywhere in the world i.e. unrivaled best!



Corporate, media and legal controversies

In 1992, the company settled a lawsuit brought by the family of an Indiana woman who had been killed by a Domino's delivery driver, paying the family US$ 2.8 million. In 1993, Domino's settled another lawsuit; this one brought by a woman who was injured when a Domino's delivery driver ran a red light and rear-ended her. The woman was paid nearly US$ 80 million. The guarantee was dropped that same year because of the "public perception of reckless driving and irresponsibility", according to Monaghan. Bailout: Due to a glitch on the Domino's website, the company gave away nearly 11,000 free medium pizzas in March 2009. The company had planned the campaign for December 2008 but dropped the idea and never promoted it. The code was never deactivated though and resulted in the free giveaway of the pies across the United States after someone discovered the promotion on the website by typing in the word "bailout" as the promotion code and then shared it with others on the Internet. Domino's deactivated the code on the morning of Tuesday, March 31, 2009 and promised to reimburse store owners for the pies. Avoid the Noid: In the 80s Domino's ran an advertising campaign featuring The Noid. People better ordered pizzas from Domino's in order to 'avoid the Noid'. In 1989 a guy named Kenneth Lamar Noid held 2 employees of an Atlanta Domino's restaurant hostage because he thought the 'avoid the Noid' ads were a personal attack on him. After 5 hours and forcing his hostages to make pizza for him he surrendered to the police.

Promotional Strategy
PRODUCT: Being the second largest in the Pizza selling business, Dominos Pizza has always strived to satisfy the eclectic taste of its customers ever since 1960s.


The Modern Menu in Dominos Pizza: The standard Dominos Pizza has been adjusted depending on the location; it is designed to reflect the local eclectic taste. Squid is very popular in Japan, whilst the British tend to favor tuna and sweet corn. The dominant flavor in India is Lamb and pickled ginger. Conversely the normally conservative Swiss stray towards Mexico when they visit Dominos Pizza, as they prefer jalapeo peppers to top the pizza. Greece on the other hand is still maintaining a preference for Hellenic tradition with pepperoni, onion, green pepper, fresh tomato, Greek olives, feta cheese and oregano, all standard Mediterranean ingredients. While in South Asia, Chicken Tandoori, Qeema-Do-Pyaaza and Paneer-Do-Pyaaza are introduced amongst the masses to satisfy the palettes of Asian masses. Majority of orders are made with local ingredients and only a handful are imported like jalapeo and pepperoni for pizza which cover international recipes. Apart from that, different attractive side-orders like bread-sticks, chicken wings and chocolate calzone; and deals are offered from time to time to tempt the customers.

Quality control on food: The orders are prepared fresh and hygienically with recipes from experts from all over the world. The quality of food is unquestionably good. PLACE Delivery service: Dominos Pizza is the world no.1 in home delivery of pizza and fast food from phone and online order. It is the largest chain in the world that specializes in pizza delivery. Dominos is an International Fast Food Delivery Corporation first and fore-most. Dominos Pizza holds the honor to be the first fast food delivery corporation that introduced ways to keep the delivered food fresh and hot when delivered. Dine In and Take-away: Dominos Pizza is not a dine-in restaurant. But in Pakistan, there is a dine-in facility. The dine-in area is modern and efficient service is provided to the diners. Facility of taking away the pizza is also available. On October 11, 2009 it announced its Revitalized Brand Identity by changing look and modernizing the 21

service of outlets i.e. adding status screens and touch computer systems for faster service while take-away. Promotion Budget: The Company has an annual advertising budget in excess of $50 million. Marketing strategy: The Domino's story is a collective effort from a small but highly dynamic team determined to build a brand; a marketing team, a media agency, a committed media owner and franchisee operators who improved service levels to deliver the communication promise. 'Domino's total sales in the UK and the ROI for 2001 grew 29.4% to 98 millionevery time Domino's ran national terrestrial TV advertisements in the UK and Ireland, our sales increased. In turn, every time our sales increased, the size of our national TV advertising fund increases with it. This means we are in an excellent position whereby each TV campaign we run helps to support the next.' Stephen Hemsley, CEO Domino's, Financial Times, 9 January 2002

Some steps helpful for Dominos advertising: o Fined $3 by Teen-age Mutant Ninja Turtles, gaining popularity amongst children: The guarantee by Dominos of 30 minutes delivery was parodied by the Teenage Mutant Ninja Turtles movie which specified the "pizza dude has 30 seconds" to complete the delivery. The turtles pizza was late and they received a refund of $3 for "being two minutes late, dude!" However the benefits to Domino Pizza were enormous as millions of kids were to hear the name of Dominos Pizza endorsed on celluloid. o In 1998, Domino's sponsored The Simpsons on Sky One. o In 1999, Domino's was the first advertiser on Sky's Open shopping channel and delivered Europe's first digital TV order. o In 1999, Domino's floated on AIM. o In 2000, Domino's was the first advertiser to run transactional interactive TV campaigns on Sky. o Television media is 94% of Dominos paid media. o Affiliations:


Dominos Pizza has formed affiliations and partnerships with other companies like AT&T to boost its promotion on electronic, digital and print media. NASCAR: Dominos made a multi-year partnership with NASCAR in February, 2003. With Pepsi: In June, 2003 PepsiCo Beverages International (PBI) signed a major partnership deal with Specialized Catering Service Co (SCSC), master franchisee of Domino's Pizza in the Middle East, North Africa, Iran and Pakistan. o Adds: Domino's also produced ads directly addressing the recession through "The Big Taste Bailout" and "Taste Stimulus Package" promotions. In August 2009, Domino's began a spot called "Chefs vs. Accountants" starring six team members from the corporation's research and development departments. o Dominos Pizza also carries out promotion on Radio, through newspapers, by its booklets and very effectively by its blogs on the internet for example on YouTube, Face-book and twitter. Prices The prices by Dominos have always been economical. Low prices as compared to other fast-food chains have been an edge for Dominos while attracting the general public.


Advertising strategies Pizza hut: Pizza Hut looked to appeal to a wider base, launching new marketing vehicles
and products that adhere to the sensibilities of both younger and older consumers.

Dominos: Domino's caused a stir late last year by taking jabs at Subway with TV spots
touting national taste tests proving Domino's sandwiches were preferred 2 to 1 over Subway's


Pizza Hut Domino's TV remains a firm battleground, accounting for about 92% and 94% of Pizza Hut's and Domino's paid media, respectively, Market share