Executive Summary This proposal describes Pizza Hut and the introduction of a new product called “The

Extreme.” A brief history of Pizza Hut is provided at the beginning of this proposal along with an analysis
of the fast food industry. Current trends in demographics and eating habits are included. A SWOT
analysis has been done to identify Pizza Hut’s strengths, weaknesses, opportunities, and threats so that
these factors can be taken into consideration in deciding whether or not to launch the new “Extreme
Pizza.

Hopefully, this process of control will be monitored on a monthly basis. 9)Summary and Conclusion Pizza
Hut has a successful history of introducing new products to increase sales and reach new customers.
This introduction of new products to the market on a regular basis is what makes Pizza Hut the leader in
their industry.

It started as Pizza chain in 1958. On one hand, it offers traditional Italian pizzas while on other hand, it
innovated several new varieties as pan pizza, thin n crispy, stuffed crust, the big New Yorker pizza, hand
tossed pizza, the edge pizza along with the Sicilian Pizza. Pizza Hut spends extensively on research and
development of its innovative products.

Today, we can find Personal Pan Pizzas® in airports, college cafeterias and even sports arenas. To satisfy
the New York pizza lovers, Pizza Hut introduced a “The big New Yorker Pizza”. This pizza was 30% larger
than pizza hut’s largest pizza. It is New York style pizza at un-New York price introduced in 1999.

* Product innovation strategy: Pizza Hut has been constantly involved in innovating new products. It
started as Pizza chain in 1958. On one hand, it offers traditional Italian pizzas while on other hand, it
innovated several new varieties as pan pizza, thin n crispy, stuffed crust, the big New Yorker pizza, hand
tossed pizza, the edge pizza along with the Sicilian Pizza.

In India, Pizza Hut launched international style pizza in localized Indian flavors like Tandori pizza range
with Punjabi flavors, vegetarian tama-tam, Murgh Mazedar Pizza etc. Similarly, in China along with
traditional pizzas, it served “Sangria” and “Escargot”. Along with pizzas, Pizza Hut also innovated
beverages and drinks to satisfy the tastes of consumers.

Marketing Mix Product Pizza Hut’s main product is Pizza. Price The price of pizza is high for people of
Bangladesh Place Pizza Hut has outlets in Dhaka and Chittagong only. Promotion Pizza Hut has doing
promotion for their target customers. Physical Evidence The outlets of Pizza Hut are the only physical
evidence of Pizza Hut.

At the same time, customer’s feedback also plays an important role in preparing new pizzas. For
example, The Big New Yorker Pizza. Pizza Hut continued to make innovations as it followed
“International marketing strategy”. In India, Pizza Hut launched international style pizza in localized
Indian flavors like Tandori pizza range with Punjabi flavors, vegetarian tama-tam, Murgh Mazedar Pizza
etc.

Pizza Hut mainly sells 4 types of pizzas: Pan Pizza, hand-tossed pizza, stuffed crust pizza 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 mushrooms or extra capsicum and onions
with extra cheese or chicken toppings like toppings of meat, bacon, fish, ham, beef topping, pork
toppings etc. Secondly it offers what is known as “Value meal combos” wherein it offers a combination
of pizzas, appetizers, beverages etc at lower prices.