Promotion

Promotion

An activity designed to boost the sales of a product or service. It may include an advertising campaign, increased PR activity, a free-sample campaign etc. Pizza hut uses a wide assortment of promotion tools to achieve increase market share, sales volume, re- purchase and to induce new customers. Promotion mix used by them:-

Advertising

Their main objective behind every campaign that they conduct is to encourage potential customers to visit pizza hut, increasing loyal customer base, counter attacking the competitors etc. For example, they launched ‘The Great Indian Feast ‘and have signed Javed Jeffery for its commercial .The showed a teenage boy treating his girlfriend with something and affordable. This they have used during the launch of the 50 rupees pan pizza .There was also a counter attack by them  on their competitor Dominos in the year 2005, with a campaign named “Freshizza “.

Internet advertising is also a major sales promotion medium used by them. They have a deal with the yahoo internet portal. Clicking on the ads about how to make a pizza, the recipes of it, they are promoting their products. The print advertising is also done by pizza hut. They have special coupons, and especially when pizza hut celebrates a theme, like the Valentine’s Day and Diwali they largely advertise in the print media .Radio advertising has also been used. The campaign “Pizza hut and Cheesy music hour “was a successful in driving awareness that built excitement in the local market . The outdoor advertising is very aggressive in Pizza hut. Balloon advertising, Space marketing, Banner Advertisement, Poster Advertisement etc are done by them.

Sales Promotion

Sales promotion refers to a variety of short term incentives to encourage trail or purchase of the service .They have sweepstakes, point of purchase material, contests, sampling, premiums & gifts , coupons and rebates as a part of their sales promotion .Pizza hut offers gift vouchers for special occasions like birthdays etc .Pizza hut during the launch of the cheesy bites pizza had conducted contest where they could meet Lara Dutta , the famous heroine .

Personal Selling

Personal Selling refers to the face to face interaction between the service deliverer to the service receiver. Entertaining the customers in the restaurant and etiquette to the crew members are a part of personal selling . The crew members at pizza hut broke into metros like Delhi and Mumbai and have performed bhangra in Amristar  .