Segmenting
The process of grouping customers into relatively homogeneous
sets such that customers within a segment are similar to one another in the way
they respond to marketing effort directed at them. A market segment is a specific
group of customers with similar needs, purchasing behaviors, and identifying characteristics.
Their segmentation includes identifying the people who have high disposable
income. They mainly target youth, two income families. And age group of 13 – 40
years. The two main segments are geographic segmentation and psychographic
segmentation .Under the first segmentation, localizing the products,
advertising, promotion and sales effort to fit in the needs of the different
regions in the country.
Targeting
The process of evaluating various segments and then deciding
how many and which segments to serve is called as targeting. The main target of
the pizza hut is middle class and upper middle class people. The main target
college graduates, since they are ready to spend compared to the other target
audience identified.
Positioning
Positioning is
the process by which marketers try to create an image or identity in the minds
of their target market for its product, brand, or organization. Pizza hut
has done its positioning in the market by two main factors quality and
frequency. Especially their tag line “Best pizzas under one roof “.And also the
unique dining experience , the so called customer mania also helps pizza hut to
position themselves.
Marketing Strategy
A strategy that integrates an organization's marketing goals into
a cohesive whole. It focuses on the ideal product mix to achieve maximum profit
potential. The marketing strategy of Pizza hut is “we want to satisfy our
customer by giving them the best “.They believes in C.H.A.M.P.S. They stand for
cleanliness, hospitality, accuracy, maintenance, product quality and speed.
They also follow 2f’s .They stand for friendly and familiar. These are followed
in all the pizza hut places.
Customer service
According to AMA “ ,A customer-oriented corporate philosophy
that integrates and manages all of the elements of the customer interface
within a predetermined cost-service mix “ .In pizza hut they mainly concentrate
on the customer service. It is known for its customer service. They believe in
providing uncompromising product value , offering customers the highest value
for money and giving service that warm , friendly and personal .They also
provide unique dining experience . They
believe in “customer mania” , the kind of service that ensures that every visit
of the customer is a memorable one.
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