ASSIGNMENT 1 FRONT SHEET

Qualification BTEC Level 5 HND Diploma in Business

Unit number and title Unit 22. Product and Service Development

Submission date 20/08/2021 Date Received 1st submission 20/08/2021

Re-submission Date Date Received 2nd submission

Student names & codes Final scores Signatures

1. Cao Phuong Linh – GBH190801 Linh

2. Phan Thi Thao Dung - GBH190236 Dung

Group number:
3. Pham Nhu Quynh - GBH18791 Quynh

4. Nguyen Ngoc Long - GDH190072 Long

5. Bui Quoc Huu - GBH18684 Huu

Class GBH0809 Assessor name Nguyen Phuong Tu

Student declaration
I certify that the assignment submission is entirely my own work and I fully understand the consequences of plagiarism. I understand that making a false declaration is
a form of malpractice.

P1 P2 P3 P4 M1 M2 M3 D1

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 OBSERVATION RECORD
Student 1 Cao Phuong Linh

Description of activity undertaken

- Overview of Stage-Gate process

- Implementation plan

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student Linh Date: 20/08/2021

signature:

Assessor Date:
signature:

Assessor
name:

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Student 2 Phan Thi Thao Dung

Description of activity undertaken

- Overview of the company’s product portfolio

- Business analysis

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student Dung Date: 20/08/2021

signature:

Assessor Date:
signature:

Assessor
name:

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Student 3 Pham Nhu Quynh

Description of activity undertaken

- Product Life Cycle analysis

- Testing and Validation

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student Quynh Date: 20/08/2021

signature:

Assessor Date:
signature:

Assessor
name:

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Student 4 Nguyen Ngoc Long

Description of activity undertaken

- Recommendation for current product portfolio

- Launching plan

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student Long Date: 20/08/2021

signature:

Assessor Date:
signature:

Assessor
name:

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Student 5 Bui Quoc Huu

Description of activity undertaken

- Introduction & Conclusion

- Product Idea Description

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student Huu Date: 20/08/2021

signature:

Assessor Date:
signature:

Assessor
name:

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 
Summative Feedback: Resubmission Feedback:

Grade: Assessor Signature: Date:

Internal Verifier’s Comments:

Signature & Date:

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 Table of Contents

I. INTRODUCTION.............................................................................................................................................9
II. Review of current product portfolio............................................................................................................10
1. Overview of the company’s product portfolio.........................................................................................10
2. Product Life Cycle analysis.......................................................................................................................16
• Pizza Bò BBQ xốt cay Hàn Quốc (Korean beef chillies barberqueu Pizza).............................................17
• Mỳ Ý bò bằm sốt cà chua (Minced beef spaghetti with tomato sauce).................................................18
• Cơm Cánh Gà BBQ (BBQ Chicken Wings Rice)......................................................................................19
3. RECOMMENDATION................................................................................................................................20
III. New Product Development Plan..............................................................................................................23
1. Overview of Stage-Gate model process...................................................................................................23
2. Business Analysis.....................................................................................................................................24
3. Target customers.....................................................................................................................................30
4. Product Idea Description.........................................................................................................................31
5. Testing and Validation.............................................................................................................................35
6. Launching plan.........................................................................................................................................36
7. Implementation Plan...............................................................................................................................42
IV. CONCLUSION...........................................................................................................................................44
REFFERENCES......................................................................................................................................................45
APPENDIX A........................................................................................................................................................47
APPENDIX B........................................................................................................................................................49

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I. INTRODUCTION

Pizza Hut is an American restaurant chain established in 1958. This is a brand specializing in providing
pizza with many different styles. More than 6,000 Pizza Hut restaurants in the United States, more
than 16000 store locations, presence in more than 100 other countries and territories around the
world are impressive numbers that Pizza Hut has achieved during its brand development.

At the end of 2006, Pizza Hut returned to Vietnam and opened its first store in Ho Chi Minh City. As of
2021, there are 100 Pizza Hut stores in multiple locations across Vietnam. In order to meet the needs
of food in Vietnam, Pizza Hut has developed an extremely rich menu with up to 14 types of pizza,
pasta, rice, soup, appetizers, drinks and desserts. To have the best pizza, this brand always ensures
the quality and processing process according to the global standards of the Yum! Group. (Thành
Dương, 2021)

With the context, our group is working as the Product Research and Development Centre of Pizza Hut
which is operating in junk food industry in Vietnam. The company’s Board of Director request, our
group is going to carry out a project to review and improve the current product portfolio, and develop
a new product/service to help the company expand its market shares and increase the company
market share and profit. This assignment includes the following 3 main contents:

• Explain and demonstrate processes involved in Pizza Hut products

• Assess the life-cycle stage of the products in a Pizza Hut portfolio and evaluate whether
innovation, adaptation or renovation are needed for the individual products or services
• Design and pitch a new/renovated product

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II. Review of current product portfolio

1. Overview of the company’s product portfolio

In the Vietnamese market, to meet the needs and tastes of customers, Pizza Hut is currently trading in
6 main product lines: pizza, pasta & rice, appetizers, drinks, “my box” and combo. In particular, Pizza
Hut is constantly innovating to be able to meet the needs of the most demanding diners. (Pizza Hut
VN, 2019)

Line 1: Pizza

In the Pizza product line, Pizza Hut currently sells 21 types of pizza like the line below.

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 Figure 1: Pizza line

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 Line 2: Pasta & Rice

Pizza Hut currently sells 4 types of pasta: minced beef pasta with pasta with tomato sauce, seafood
tomato sauce, seafood pasta with black pepper sauce, sauce. Besides, Pizza and bacon with cream
Hut currently sells 3 types of rice: seafood fried rice, and spicy shrimp fried rice, BBQ chicken wing
rice. (Pizza Hut VN, 2019)

Figure 2: Pasta & Rice line

Line 3: Appetizers

Pizza Hut currently sells 17 types of appetizers like the line below.

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 Figure 3: Appetizers line

Line 4: Drinks

PizzaHut currently sells 14 types of beverage including bottled water and mixed water. In addition, in
PizzaHut's menu, the business also deploys many product combos as well as purchase programs for
customers. In the purchase combo, PizzaHut has 4 offers for customers and 5 offers for the "My box"
program as listed below. (Pizza Hut VN, 2019)

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 Figure 4: Drinks

Line 5: “My box”

In short, PizzaHut is currently trading 6 product lines with more than 50 different products.

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 Figure 5: "My box" line

❖ Line 6: Combo

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 Figure 6: Combo line

In short, PizzaHut is currently trading 6 product lines with more than 50 different products.

2. Product Life Cycle analysis

Figure 7: Product life cycle stages (KOPP, 2020)

The length of time a product is on the market for consumers until it is taken off the shelf is referred to
as the product life cycle. Introduction, growth, maturity, and decline are the four stages of a

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product's life cycle. Management and marketing professionals use this concept to determine when it
is appropriate to increase advertising, lower prices, expand into new markets, or redesign packaging. It
is regarded as a necessary tool for determining a new product's future success or potential through
research and development. (KOPP, 2020)

Our team has selected 3 products on the menu of Pizza Hut restaurant in Vietnam, including Pizza Bò
BBQ xốt cay Hàn Quốc (Korean Spicy BBQ Beef Pizza), Mỳ Ý bò bằm sốt cà chua (Minced beef spaghetti
with tomato sauce) và Cơm Cánh Gà BBQ (BBQ Chicken Wings Rice) in order to analyze and give them
recommendation based on PLC analysis.

• Pizza Bò BBQ xốt cay Hàn Quốc (Korean beef chillies barberqueu Pizza)

Based on the PLC analysis model, our team arranges Korean

beef chillies barberqueu Pizza in the Introduction stage.

Accordingly, the main purpose of this phase is to introduce

new products to the market. The company must be aware of
the huge amount of time and money that will be spent in this
stage to attract consumers, draw their attention to this new
product and get them to try it. (KOPP, 2020)

Pizza Hut in June 2021 has just launched a new taste, Korean

beef chillies barberqueu Pizza, guaranteed not to disappoint pizza lovers. Just launched 1 month ago,
Pizza Hut has used a variety of its communication strategies to well advertise its Korean beef chillies
barberqueu Pizza to customers. The company has spread many announcements about their new
products in many ways such as designing images, using attractive images to advertise right on Pizza
Hut Vietnam's website, on Pizza Hut VN page on Facebook. and media on youth newspapers such as
Kênh 14, ngoisao.net and tin.moi. In addition, they also did not forget to use the strategy of inviting
KOLs Trang Hý to promote this new product. In addition, they also use a promotion strategy with the
"buy 1 get 1 free" program, to attract a large number of customers to use this new product. (Vu, 2021)

At this stage, revenue growth might be seen a slow-down trend. According to the 2020 report,
because of the impact of the COVID-19 epidemic, Pizza Hut's revenue is decreasing significantly.
Therefore, Pizza Hut has kept the price relatively high (109,000 VND for small size, high cost per
customer) to overcome the high costs associated with introducing new products.

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At the beginning, distribution should be limited until people become more familiar with the product.
Korean beef chillies barberqueu Pizza has followed this model by introducing this new product in
major cities such as Ho Chi Minh City, Hanoi, Da Nang and Nha Trang. (Vu, 2021)

For this new flavor, we haven't seen a competitor with a similar taste, but there's also an innovative
flavor competition like Zucchini Basil Sauce or Durian pizza from Pizza 4Ps. The main customers are the
innovators. They find the right flavor that fits their budget.

• Mỳ Ý bò bằm sốt cà chua (Minced beef spaghetti with tomato sauce)

Based on the PLC analysis model, our team arranges

Minced beef spaghetti with tomato sauce in the Maturity
stage.

The maturity stage of the product life cycle is a part of the

life cycle when sales growth starts to slow down as the
product reaches widespread acceptance in the market
(KOPP, 2020). According to the Vietnam food and
beverage industry forecast for 2021 from Babuki JSC, the
Vietnamese pasta market has become more and more

popular thanks to an increasingly westernized lifestyle, especially in urban areas such as Hanoi, Hai
Phong, Hue, Da Nang, Ho Chi Minh City. Accordingly, the pasta product segment is forecast to grow at
an average CAGR of 12% through 2024. The compound growth rate for the pasta market is still quite
low, which shows that the sales speed is starting to slow down. (Babuki JSC, 2021)

Indeed, Minced beef spaghetti with tomato sauce has been with Hut Lovers for 15 years. Since Pizza
Hut entered Vietnam, in the menu this product has always been there. During those 15 years, Minced
beef spaghetti with tomato sauce has always been at the top of the Pasta&Rice line and has also been
one of the "best sellers" in the menu. In addition, Pizza Hut VN scores big with Minced beef spaghetti
with tomato sauce in their menu. (Thành Dương, 2021)

On one hand, with Minced beef spaghetti with tomato sauce, this dish is in the stage of market
saturation. It can be seen that there are many competitors appearing and selling a variety of products
for this product. There are direct competitors such as The Pizza Company restaurant chain, Pizza 4U or
Bolognese Spaghetti with House-made Smoked chees at Pizza 4P's. In addition, similar dishes can be
found at fast-food restaurants such as Jolibee, Mc Donald's or KFC recently launched. Currently, in

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Vietnam, most of the fast food chain restaurants have this dish, not only that, but also the packaged
vendors sell these products.

On the other hand, in order to promote this dish, Pizza Hut has launched a bundle price strategy to
push the sales up. Accordingly, the selling price of Minced beef spaghetti with tomato sauce is VND
120,000 per customer. Pizza Hut has been consistently successful in boosting item sales by combining
promotions with Pizza drinks or products to maintain product availability and increase market share.
Combo price sold in 2016 including Minced beef spaghetti with tomato sauce with soft drink is 79,000
VND. Or the combo price sold in 2021 including 01 ALC Pizza (medium size), 01 Minced Beef Spaghetti
with Tomato Sauce, 02 Soft Drinks, 01 Tuna and Bacon Salad is priced at 279,000 VND.

• Cơm Cánh Gà BBQ (BBQ Chicken Wings Rice)

According to the study of the PLC analysis model, our

team arranges the BBQ Chicken Wings at the Decline
stage.

During the decline, sales growth turns negative, profits

drop, competition remains high, and the end product
reaches 'death'. Besides, during a recession, public tastes
will change, new delicacies will enter the market. In this
case, competition is high and demand for the product may
be low. As a result, the cost of producing this product may
increase and revenue will decrease. (KOPP, 2020)

According to a recent report from Pizza Hut in 2021 by Babuki JSC, the profit margin of the rice line at
Pizza Hut is at a negative growth rate (-3.7%). This indicates that the growth of this rice line is turning
negative. In addition, the level of competition is high because there are still many local stores selling
chicken wings in the Vietnamese market. Indeed, it can be seen that rice is one of the main dishes of
Vietnamese people from the past to the present. And of course, because the tastes of the public will
change, there are a variety of chicken rice dishes on the market with many different flavors and ways
of marinating. Therefore, in the market, it can be seen that many competitors from local stores and
abroad brands that have many products with the same taste or the same BBQ flavor. Indeed, there are
competitive products in the country such as from small local popular rice shops, online rice shops with
prices from 29,000 - 45,000 VND (equal to or more reasonable than 1/3 of the current dish price). In

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addition, with international competitors, including two large restaurant chains, KFC (KFC Vietnam,
2020), Jolibee hay Lotteria they have a strategy of selling lunch promotion combos from 35,000 VND to
45,000 VND, 1/3 cheaper than the price of the dish. Therefore, it can be noted that at this stage,
competition is high and demand for the product is likely to be low. More than that, the production
cost of this product is increasing (115,000 VND) and the revenue for this dish is decreasing.

Or in the BCG matrix, this dish represents “dog group”, where due to low market share and no growth,
dogs do not generate much income for the company (Hayes, 2020).

3. RECOMMENDATION

The product portfolio of Pizza Hut seems to be too original and outdated due to some of the reasons,
including the quick shift in the innovative dishes from other competitors that swift Hut away in terms
of sales rate as well as reputation.

• Minced Beef Spaghetti with Tomato sauce

The greatest epitome is the Italian Minced Beef Spaghetti with Tomato sauce, which is in maturity
stage. Being an easy-to-make fast food and its appearance in every Pizza restaurant, fast food chains
or even in the convenient stores are the two main reason why this dish is considered as maturity-
stage dish. Or in BCG matrix, this dish represents Cash Cow stage, with a very high market share, but
low in the business growth rate at the meantime.

That is why new product line have to come up in line to meet up-to-date products which satisfy most
people’s taste. Starting off with the Spaghetti, there is a variety of variants of Spaghetti recorded over
the course ever since Spaghetti thrived all over the world. As of 2019 and 2020 in Vietnam, according
to a very popular culinary group in Hanoi named “Hoi An Gi?”, when a topic in terms of the best
Spaghetti that people should try at least once in their lives in Vietnam, Pizza 4P’s Crab Pasta has been
voted by most of the group members, with the oddly raw and bizzare taste of crab as the main reason
why it was chosen. But the prize come up with the dish is not affordable and reasonable at all. And for
Vietnamese people, not everyone could afford or even spend too much money just for a single dish.

As a recommendation for Pizza Hut, whereas Crab Pasta does not reach its peak in popularity,
accompanying with the brand equity from Pizza Hut, they can rebuild this dish with their own recipe
and identity, but make it become more affordable for Vietnamese people.

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 • Korean beef chillies barberqueu Pizza

In terms of the second line – the Korean beef chillies barberqueu Pizza, which is currently at the
Introduction stage. The introduction stage is characterized by moderate sales growth and little or no
profit. It's worth noting that the product is new, and the sales volume is small; product and
distribution are not really given greater attention. Price and promotion are two key components of
this stage marketing techniques. Depending on the market environment and management strategy,
price, promotion, or both may be kept high or low.

In this case, depending on the market is greatly huge impact. The Vietnamese market regarding pizza
is immensely large. And the potential for competitions is always there with dozens of new entrants
and competitors. On top of that, Vietnamese people are regarded as price-sensitive. They prefers low-
price products and buy things with cheap, reasonable items, so they might not pay too much money
on a single dish. So we suggest a strategy to help this product increase its market share that this
coming Christmas, Pizza Hut can offer more promotions such as customers can upsize pizza, choose
optional pizza edges and get 1 soft drink promotion.

Another important point for Pizza Hut's marketing and growth stage strategies is market expansion.
Currently this dish is being sold in major cities, Pizza Hut should expand to 100 existing stores of this
fast food chain.

• BBQ Chicken Wings Rice

Being a decline-stage products, this dish has not played an important role in Pizza Hut menu over the
course of last four to five years due to high price and severe competitions with local sellers. The
decline phase begins as product sales and profits shrink. Still, an effective marketing effort can make a
decline more gradual, earning additional sales from laggards and giving a company more time to pivot

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to its next effort. We recommend Pizza Hut to divide this dish into two types: medium size (50,000
VND) and up-graded size (115,000 VND). For this dish in medium size, Pizza Hut can distribute
exclusively to students with a preferential price at noon from Monday to Friday from 11am to 4pm and
promote 01 soft drink at the price of 55,000 VND.

A possible second recommendation for this product is to add it to the combo along with other growth
or maturity products or items with a very reasonable promotion. For example, on the same month as
September 9, Pizza Hut will offer a combo promotion including 01 ALC Pizza (medium size), 01 BBQ
Chicken Wings Rice , 02 Soft Drinks, 01 Tuna and Bacon Salad is priced at 259,000 VND.

• Recommendation for Pizza’s Hut‘s product porfolio management

Regarding recommendation for the Pizza Line of Pizza Hut, these products play an important role in
keeping loyal customers remain conscious and loyalty for the brand, as Pizza’s Hut’s Pizza line make up
to 22 percent of the whole Vietnam market, according to VIR (2020). As a matter of fact, Pizza Line at
Pizza’s Hut is showing their immense market share, but the products are no longer in the peak market
growth, which indicates why this line is currently in Cash Cow stage. And therefore, resulted from the
aforementioned reasons, Pizza’s Hut should reinvested this pizza line in order to turn it back to Star or
Question mark stage by releasing new flavors for the line, or having a brand new strategy for its way of
having and eating pizza. For example, Pizza Hut can create a new frozen pizza, which allows customers
to eat pizza at home with just a single pan-cooked process. What it means by implying that, all
customers have to do is to order a already-cooked pizza at Pizza’s Hut, then baked it on the pan and it
should be able to serve.

Moving on to the pasta and rice line, the rice products are facing a fierce competition with the local
sellers. This is mainly because these products are easy-to-make ones, cheap and affordable in price,
and deliciously-made in cases, which is totally contradicted to what Pizza’s Hut rice line having. That is
also why they are in Dogs stage. The utmost recommendation is to cut down this line from the main
menu, or to cut down price which could meet customers’ demand and their affordability. Even if
combos are applied with Rice line, no customer would likely choose that combos due to its
expensiveness. Secondly, the pasta line, as a matter of fact, these are also facing fierce competition
with other pasta brand operating in Vietnam, and they record no growth but high share with 13
percent according to VIR (2020). This implies the similarities of pasta line with pizza line. The
suggestion coming up with pasta lines is probably the same, is to create a new type of flavor, or to

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change it way of cooking. However, since pasta is a more easy-to-make dish compared to pizza, hence,
making a new flavor would be an appropriate option in long run.

Besides, the drinks line and the appertizers is familiar with the Vietnamese market, with drinks are
mainly softdrinks from big brand such as Coca Cola, 7Ups, Pepsi, etc. These both lines are just side
products as people do not come to Pizza’s Hut for a single drinks or a small piece of appertizer.
Therefore, they should only be added to my box or combos as main recommendation, served with the
main dishes.

From all the recommendations above, our team selected one, which is a new line of frozen pizzas. Our
team will plan according to the Stage-Gate process model in the following part. We will provide and
present in detail the market analysis, product idea description, the way of testing and validation, the
plan for launching and the last is implementation plan.

III. New Product Development Plan

1. Overview of Stage-Gate model process

A stage-gate process is a project management technique in which an initiative or project (e.g., new
product development, software development, process improvement, business change) is divided into
distinct stages or phases, separated by decision points (known as gates). At each gate, a manager,
steering committee, or governance board decides whether to continue. On the basis of current
information, including the business case, risk analysis and available resources, a decision will be made.
(Robert, 1986)

Figure 8: Stage-Gate model (Robert, 1986)

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Stage 1: Scoping

This stage is all about evaluating the product and the associated market. This stage takes all the
possible threats from competitors into account. The greater the threat, the greater the chance that
the gate will close.

Stage 2: Business plan concept

This is the next stage of concept development and is crucial before the starting with development of
the actual product. This stage is very labour - intensive and includes sub-stages that need to be
completed: Product definition and analysis; Creating the business plan; Creating the project plan;
Feasibility review

Stage 3: Development

During this stage, the plans from the previous steps are carried out and simple tests are conducted.
This ultimately results in a product prototype, which will be extensively tested during the next stage.
The gate will remain closed if the product has not been sufficiently developed.

Stage 4: Testing and validation

This stage covers product testing and validation. They also look at the manufacturing process and how
the product is accepted by customers and the market.

Stage 5: Launch and implementation

The marketing strategy comes into play during this stage in the Stage Gate process. The product is
ready to be launched, which will include a fair amount of hype, by means of for instance an advertising
campaign, free publicity (press releases) and interviews.

2. Business Analysis

In the context of Covid-19 Vietnamese consumers are making changes in their lives and they also
change a lot in their eating trends. In a survey by Deloitte surveying consumers in some localities,
during the epidemic season, people's intention to cut spending increased significantly. Specifically,
people tend to give more priority to essential items in their monthly household spending budget.
Compared to 2019, spending on food (including processed, fresh and canned foods) increased from
34% to 42% (Deloitte, 2020). These changes in consumer behavior are most likely due to the effect of

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people having to adhere to social distancing measures, such as staying home more or cooking for
themselves. Therefore, to change the taste to make it less boring, our team proposed a frozen pizza
product line for the Pizza Hut chain of stores. This is a line of ready-to-eat and canned foods,
convenient for everyone with a passion for pizza.

• Our research

To analyze the voice of customers about the demand for and frozen Pizza products, our team
conducted an online survey through Google Forms (APPENDIX A below). According to statistics, a total
of 87 customers participated in our small-scale survey. In which, there are about 78 customers
between the ages of 18 and 30, 4 customers over the age of 30, and 5 customers under the age of 18.
During the survey, the team asked 15 questions to find out. customers' desires and preferences for the
pizza products that Pizza Hut is about to launch.

In the survey, it was found that 82 customers had enjoyed pizza at Pizza Hut chains with different
frequencies. Customers aged 18-30 tended to enjoy Pizza most often for which the survey was built. In
a month, these customers will enjoy at least 1 pizza (63.2%); 18.7% usually enjoy more than 3 meals
and the rest enjoy 1-3 pizza meals. 51 people said they often enjoy Pizza with their family; 28 people
said they often eat with friends and colleagues; the rest is to enjoy with others. In the survey, we also
asked, "What's your favorite flavor of Pizza Hut?", more than 36% of customers choose Pizza Seafood
with Pesto Sauce, 25% of customers choose Mixed Pizza, 23% of customers Choose Cheese rim pizza
with 2 toppings, the rest are other pizza flavors.

Also in the survey, when asked about meal changes during the Covid pandemic, about 67.2% of
customers chose to buy frozen cakes at stores and supermarkets to enjoy, or make their own cakes at
home. About 55.6% of customers have seen or bought frozen pizza products from Vietnamese brands;
7.9% of customers have ever bought imported frozen pizza products; the rest are never buying frozen
products nor enjoying them. Regarding the reason to buy the product, about 42% of customers
choose the option "Convenient, you can enjoy it when you want", 34% of customers choose "Afraid to
go out to eat because of Covid", 17% of customers Choose “Buy to reserve”, the rest is the answer
“Other reasons”. Of 58 people (67.2%) who have ever bought frozen pizza, 53 people bought size
~15cm; 3 people bought size ~23cm and 2 people bought size 30cm, with two bigger size, customers
buy the domestic one. Combined according to our market survey, the reason is that in supermarkets,
most of them sell frozen pizza products in mini size (~15cm) with prices from 30,000-70,000 VND,
convenient for customers to transport and to be fit with 1-2 people in order to eat.

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In the survey, our team also found out the satisfaction level of design, labeling, packaging, color,
taste, size and price. There are 35 people satisfied with the price as well as the packaging quality of
the product. However, 39 people were not satisfied with the product's size and labeling. Also, when
asked “If Pizza Hut sold frozen products, would you be the one ready to eat it right away?” 87% of
customers said they would definitely try this product. Besides, there are also about 13% of customers
who have a negative opinion about frozen Pizza product because they think it is not delicious and
afraid of preservatives inside the product. All of the above comments will be the premise for Pizza Hut
to develop new products, and at the same time overcome the shortcomings of the product.

In general, in the group of customers surveyed by the research team, the author found that all three of
these customer groups have a need to use Pizza products. During the Covid pandemic, all three of
these customer groups still maintain the demand for Pizza, so with the new product line of Pizza Hut,
our team will research carefully to develop frozen Pizza products, because this potential product at
this time.

• Global trends for frozen pizza

Frozen pizza is the ideal nourishment for those with an oven, a microwave, a pan or an aversion to
delivery during this Covid-19 pandemic. According to the report, Medium Frozen Pizza is predicted to
be the fastest growing product segment with a CAGR of 3.5% from 2020 to 2027. The rising trend of
family parties among good students. The university industry, the younger generation and the working-
class population are opening up new scopes for products in the global market. It is also a very fast
product in the retail foodservice sector. The growing culture of pubs across the globe is driving the
demand for medium-sized products in the global frozen pizza market. Specifically, North America
dominated the frozen pizza market with a market share of 37.5% in 2019. This is due to the growing
demand for food with a high shelf life in the United States and Canada. Some of the key players
operating in the worldwide frozen pizza market include Bellisio Foods Inc., Hansen Foods, Inc., Nestle
SA, One Planet Pizza, Daiya Foods Inc., etc. (Lorenzi, 2021)

• Frozen Pizza in Vietnam

The frozen pizza market is experiencing slight growth in Vietnam after three waves from the Covid-19
pandemic. In the supermarket chain system, it can be seen that a few brands with canned mini pizzas
are sold in the freezer. However, due to the rapid urbanization and significant growth in the food and
beverage industry was one of the main factors that created a positive outlook for the frozen Pizza

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market in Vietnam a few years ago. Furthermore, the growing preference for RTE (Instant Food) and
convenience food products among the working population is creating a driving force behind the
market growth. According to Deloitte's consumer goods survey, Vietnamese consumer demand for
food has increased by 84%, including fresh and ready-to-eat foods, and 70% for canned products. This
data shows an increase in the production of factories and brands. Consumers will be very careful
about products that can be used for a long time and are well preserved for use during the epidemic
season. In addition, brands will also have the opportunity to promote online sales channels to reach
customers because the stores will be closed. (Delottie, 2020)

Besides, due to hectic schedules and hectic lifestyles, working consumers are increasingly favoring
food products that require minimal processing and can be consumed on the go. Additionally, the
launch of frozen pizzas with innovative coatings and gluten- and preservative-free facilities are serving
as another growth factor. Other factors, including the possibility of increased consumer spending,
coupled with increased investment in retail infrastructure, are expected to drive the market further.

In general, the eating trend of Vietnamese people is increasingly changing in the direction of
modernity. People increasingly choose fast and convenient foods but still have to ensure nutrition and
clean. Food businesses must know how to capture and understand the consumer psychology of
Vietnamese people to do business. Although in Vietnam consumers still prefer pure Vietnamese
dishes, in order to develop fast food chains, businesses must know how to apply and change the
model to suit the Vietnamese market.

Therefore, recognizing the new trend as well as the success in foreign markets, especially in North
America, our team also proposed a plan to deploy and develop the frozen pizza Hut product line. With
a compact and convenient design, this new product line can bring great revenue to Pizza Hut.

Regarding the frozen pizza market in Vietnam, Pizza Hut will have to pay attention to the power of
buyers. To reach consumers, Pizza Hut will need to negotiate to bring the product to the supermarket
chain, convenience store. In Vietnam, the most prominent is the Vinmart+ supermarket system and
the Circle K mobile store chain selling 24/24 across the country. Therefore, Pizza Hut will negotiate and
negotiate with that supermarket chain, convenience store about products and marketing policies
when putting goods into their system.

Besides, frozen pizza is a new industry but easy to enter. Frozen pizza is a product with ingredients
that are easy to find and easy to prepare, so the risk of other local businesses joining this industry is

27
very high. However, Pizza Hut has a place in the minds of Vietnamese people, when it comes to pizza,
people will easily associate the image of pizza Hut. Therefore, if Pizza Hut enters the frozen pizza
market, the brand's attraction will make other companies wary, especially products with the fledgling
Vietnamese brand.

• Competitor analysis

With Pizza Hut's new "Frozen Pizza" product line, this product line will meet a lot of competitors from
both domestic and foreign. With the imported pizza market, there are now many
supermarkets/import stores that distribute this frozen pizza product. Some typical imported pizza
products such as Digiorno (USA), 365 by WFM (USA), Ristorante (UK), or Ottogi (Korea), etc. are sold a
lot in supermarket chains or on Imported e-commerce platforms such as Fado.vn or Shopee.
Accordingly, after three years of growth, supplies from abroad of frozen pizza and other prepared
dishes and meals decreased by -12.5% in 2020. Over the period under review, imports hit record highs
at nearly 12,050 tonnes in 2019, and then shrank markedly in the following year (IndexBox, 2021). In
Vietnam, in recent years, it can be seen a few Vietnamese product brands being sold in supermarket
chains or online websites such as HT Food, La Cusina, FRISSTA or PCI 1980. According to a report from
Viva Foods JSC in 2019, FRISSTA® brand was the market leader in the frozen pizza category in Vietnam
(Viva Foods JSC, 2019). Besides, there are two chain stores that compete directly with Pizza Hut such
as Pizza Express and Pizza 4Ps, which will also launch this frozen pizza product line by the end of 2020.

In terms of size, frozen pizza products both at home and abroad are sold by brands with a size of about
15 cm with a weight ranging from 150-340g for easy transportation and distribution, being suitable for
individual meals. However, according to our reading of competitors' comments as well as consulting
their customer feedback, most people want to improve the size to make it bigger and to fit the family
3-4 people.

Regarding the taste of the product, with imported products, the flavor of their ingredients is much
more diverse than that of domestic products. Imported frozen pizza has been on sale since 1950, so
until now they have improved a lot of flavors and product ingredients suitable for a variety of users.
Currently, some imported products also sell vegetarian pizza, or the base is made from vegetable
ingredients, suitable for both dieters. In contrast to the domestic market, the taste of the product is
still focused mainly on young people who are passionate about fast food, so it has not been improved
much, mainly the taste of seafood, pepperoni, or sausage.

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In terms of product packaging, most competitor products are vacuum sealed to ensure quality for a
period of 6 months – 1.5 year as well as keep the cake form for customers. The outer packaging is also
eye-catching with an attractive pizza image with its own brand logo. However, for the main
competitor, Pizza 4Ps, they do not vacuum and only pack the outer hard paper box with aluminum film
inside, so the preservation time is only 60 days.

In terms of pricing, the price of a frozen pizza depends on both the size and distribution. For imported
products, the price of frozen pizza is usually a bit higher, about 150,000 to 250,000 VND. As for the
frozen pizza in the domestic market, it usually costs about 30,000-70,000 VND. Especially, for two main
competitors, Pizza Express and Pizza 4ps, the prices of these two products are 50,000 VND and
110,000 VND respectively.

Regarding the method of distribution, for imported products, currently due to the Covid-19 epidemic
is still at a complicated stage, so the importation by sea as well as by air is still limited. Therefore, there
will be many obstacles for people to buy these imported frozen pizza products. Or if customers buy it,
an import e-commerce platform like Fado.vn can provide it, but it may take 7-21 days to import
(depending on the epidemic). As for domestic products, companies often sell directly on their online
websites such as Pizza Express or Pizza 4Ps. Or it can be distributed in supermarket centers (Vinmart,
Coopmart, ...) such as HT Food, La Cusina, FRISSTA, PCI 1980.

In addition, the frozen pizza brands sold today have not really focused on promotion and marketing
programs, and have not made their products known to many people. Except for Pizza 4ps, there are
advertisements on young newspapers such as Kênh 14, Tintin. (Thế Huân, 2021)

In summary, from the above analysis, frozen pizza products in Vietnam today have not really
developed significantly even in this Covid-19 period. Pizza is a Western dish, quite popular with
Vietnamese people, so in order to sell products during the epidemic season, Pizza Hut had to upgrade
products to provide customers. Pizza's new product line "Frozen Pizza" will have many advantages
when it comes to market, because this is a very convenient, branded product that can be stored for a
long time in the refrigerator for Vietnamese people. More specifically, customers will be completely
assured when using Pizza Hut's products because the brand has been trusted by Vietnamese
consumers for a long time and is committed to making from natural ingredients.

29
Through the above assessments, our team compiled a table to analyze some information about
competitors:

Imported pizza Vietnamese

Competitor market [Digiorno product brands (HT Direct competitor Direct competitor
(USA), Ristorante Food, La Cusina, from Pizza Express from Pizza 4Ps
Name
(UK), or Ottogi FRISSTA or PCI frozen pizza frozen pizza
(Korea)] 1980)
Distribution Supper market, Supper market, Online websites Online websites,
Imported stores, online online food
ecommerce websites, delivery platform
platforms (Fado.vn) ecommerce (Grabfood,
platforms (Shopee) nowfood)
Size/ weight 15cm - 340g 15cm – 150g 15cm – 210g 15cm – 280g
Price 150 - 250,000 VND 30 – 70,000 VND 50.000 VND 110.000 VND
Packaging vacuum sealed vacuum sealed vacuum sealed pack the outer hard
paper box with
aluminum film
inside
Storing 1-2 years 6 months - 1 year 6 months 2 months
Promotion & No No No advertising on
Marketing young newspapers
programs such as Kênh 14,
Tintin

3. Target customers

For this new product line of Pizza Hut, target customers include 3 groups as follows:

- Children and Youth (from 6 to 22 years old)

- Office workers (from 22-35 years old)

- Family with children (average income from 6 to 8 million)

According to the survey, on average, each Vietnamese household spends about 18 million VND/month
on expenditures and in rural areas, the total expenditure is about 8 million VND/household. In which,
fresh food and FMCG are still the main sources of expenditure, accounting for nearly 30% of the total
monthly budget. Family customer group is a potential customer group that Pizza Hut always aims for
all product lines. Families often spend on fast meals when they go out or take their children out, so
they often spend on food in fast food restaurants. Moreover, this group of customers are also those

30
who like to try new things, especially those who are loyal and support Pizza Hut, it is very easy to
attract and make them love the brand's products. (Phuc, 2018)

In addition, office workers and young people are also potential customers, because this group of
customers is very approachable. They often stay up to date with new trends and spend a lot of time on
the internet, updating and capturing new information very quickly. This group of customers tend to
follow celebrities, food bloggers or food fairs to find new and delicious dishes, so communication
campaigns for Pizza Hut's new products will also be easy to follow. closer. In addition, these objects
are very fond of online food delivery. They love to experience new and hot trends on food delivery
platforms. This is also one of the distribution channels that Pizza Hut targets for new products. This
group of customers often have higher food needs than families or small children, they often have to
eat at work and want to experience fast food.

4. Product Idea Description

• Product attributes

Based on survey data and the eating needs of Vietnamese people, we chose Pizza Seafood with
Pesto Sauce to represent the frozen pizza product line at Pizza Hut.

Name: Frozen Pizza| Pizza Seafood with Pesto Sauce

Product line: Frozen Pizza

Size: 15 cm &23 cm; Weight: 245g & 335g

Price: 59,000 & 99,000 VND

Store well: at -18℃

Ingredients in Pizza Seafood with Pesto Sauce: All are made from recipes from the Pizza Hut chain.
Specially it is made with fresh whole ingredients.

The first ingredient is the base - the most important ingredient in pizza. With frozen Pizza products |
Seafood Pizza with Pesto Sauce, our group chose Pizza Hut Original Pan Crust. The Original Pan Pizza is
Pizza Hut's signature premium selection from the 1950s to the present. The pan pizza base is made
from a particularly perfect combination of flour, water and yeast by kneading the dough with a Pizza
Hut kneader for 20-25 minutes until the dough comes together. Pizza Hut staff will then roll each

31
dough ball into a circle about 15cm with an average thickness of 1.8cm. Spray Pam on the outside
edge of the dough before adding the sauce and toppings.

Next is the Sauce. With Frozen Pizza | Seafood Pizza with Pesto Sauce, our group chose Special Pesto
Sauce. Currently, there is “no frozen Pesto product line on the market”. It can be said that pesto sauce
is one of the characteristics of Pizza Hut. To make Pesto Sauce, Pizza Hut has perfectly combined
natural flavors such as basil, cooled nuts, parmesan cheese, lemon juice, garlic and salt and then put it
in a food processor. While the machine is running, slowly pour in the olive oil. Continue cooking until
the mixture is well blended but still has some texture. Then spread the Pesto Sauce sauce evenly on
the surface of the cake about 0.7 cm.

Third is cheese making pizza. Mozzarella cheese is selected by Pizza Hut as the best pizza ingredient,
creating toughness, aroma and authentic pizza flavor. Most cheeses are rich in healthy calcium,
protein, and sodium, which gives pizza a chewy and rich texture.

Next is the Pizza Seafood with Pesto Sauce filling. According to Pizza Seafood with Pesto Sauce at the
store, the inside includes shrimp, squid, clams, and crab stick.

Finally, the coating – Pizza Hut arranges the toppings in a certain order to help the cake retain
moisture and control the baking process of the base layer. The order of arrangement of this Pizza is:
Cake base - Sauce - Cheese - Pie filling - Cheese - Decoration.

Overall ingredients: Pizza Hut Original Pan Crust 50% (wheat, water, palm oil, margarine, eggs, sugar,
salt, dry yeast), Mozzarella cheese (17.5%), shrimp, squid, clams and crab stick ( 10.7%), Pesto Sauce
11.8% (basil, cooled nuts, parmesan cheese, lemon juice, garlic and salt), vegetable oil, sugar, oregano.

Nutrition Information Nutrition Information

Size: 15 cm Size: 23 cm

Energy: 273 kcal/100g Energy: 273 kcal/100g

Protein: 10.8g Protein: 13.4g
Lipid: 7.92g Lipid: 9.67g
Carbohydrates: 48.5g Carbohydrates: 60.7g
Cholesterol: 2g Cholesterol: 2g
Fat: 14g Fat: 16g
Other: 17g Other: 21g

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With this product, Pizza Hut wants customers to be able to feel the delicious taste like the real
experience.

• Packaging

One of the priorities in the Pizza industry today is finding the right packaging solutions. This is to meet
Pizza's special requirements and to keep Pizza from drying out in the refrigerator.

When preserving, preserving food by vacuum packaged pizza is the leading method of food
preservation. Accordingly, vacuum means to suck up all the air surrounding the food surface. Vacuum-
packed food will always last longer than other preservation methods, other than canning. Regular
plastic bags, foil, zip lock bags, and even airtight containers can't preserve food as well as vacuum
sealers can. The vacuum method also helps to avoid the loss of nutrients in food, and preserves the
freshness of the product. Besides, to avoid the risk of botulinum poisoning from unsafe vacuuming,
Pizza Hut must strictly comply with the technical conditions of the packaging process. Pizza Hut
absolutely does not use food wrap or aluminum foil to avoid introducing chemical, physical and
biological contaminants into the product.

Pizza Hut also commits that the product is made from completely fresh ingredients, so vegetables and
seafood will begin to spoil after a certain period of time because they are exposed to the air. Often
mold and bacteria will grow, causing foods to change in their smell, color, and texture. Sometimes
bacteria can grow without air, but mold doesn't grow without a healthy supply of oxygen.

After the frozen pizza product is vacuum sealed with good technical conditions, Pizza Hut will pack a
layer of hard cardboard outside with dimensions of 16x16x2 and 24x24x3.5 in centimeter with a very
special design to be able to preserve two layers of pizza so that it is safe and most protective. It can be
said that the main purpose of packaging is to protect the food inside from easily degradable factors
such as light, oxygen, steam, mold, yeast, bacteria, insects. In fact, the outer packaging also has a great
influence on the shelf life of foods. So, through two layers of sealed preservation from Pizza Hut, it can
help to keep the crispy crust and the softness of the cake as well as keep the freshness from the inside.

In short, with Pizza Seafood with Pesto Sauce, our team will vacuum packaged pizza products and then
pack the outer cartons with dimensions of 16x16x2 and 24x24x3.5 in centimeter (cm).

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 • Labeling

The packaging of this new product line is designed to reflect the unique character of Pizza Hut and
highlight the many advantages of this new product line. They are rectangular in shape with a red and
white design - the signature colors of Pizza Hut. The logo printed on the label has a picture of a Pizza
with standard flavors there along with a general outline of the product printed with the Pizza Hut
brand. The colors used in the advertisement are red and white, which in itself is a recognition for the
brand.

HIGHLIGHTS:

- Convenient to buy pizza at supermarkets, easy to freeze and enjoy at home like at Pizza Hut chain

- "Hut lovers' top flavor choice"

- “Just defrost in 20 minutes and bake in 7 minutes”

- The taste of seafood with fresh Pesto sauce is suitable for each family member's taste

USER MANUAL:

- Open the bag of frozen pizza

- Unfold the foil, fold the wax paper on top of the foil and place
the pizza on top, fold the paper tightly (if any)

- Prepare 80ml of water in the pan then put the folded pizza in
the pan

- Cook the cake on low heat

- Cook for 7 minutes, then remove the foil around the pan

- Continue to cook for another 3 minutes after removing the foil

- Lay out the dishes and enjoy

METHODS OF PRESERVATION:
Store the product in a cool, dry place, away from direct sunlight. Or store in the freezer at -18 ℃

BOX SIZE: 16cmx16cmx2.5cm (15 cm) or 24cmx24cmx3.5cm (23 cm)

34
EXPIRY DATE: usage form 6 months to 1 year with storing in the freezer at -18℃ since manufacturing date (MFG)

MADE IN VIETNAM

ORIGIN: Pizza Hut Vietnam

BRAND INFORMATION:

Pizza Hut is an international franchised American restaurant chain specializing in pizza dishes with
more than 60 years of experience in continuous improvement and development. There are currently
more than 6,000 Pizza Hut restaurants in the United States, and more than 6,000 store locations in
other countries and regions around the world.

5. Testing and Validation

We will develop a packaged frozen pizza product during this time. Consumers will be used to test and
validate this product. From there, it displays customer satisfaction with the product as well as whether
the product meets the customer's expectations as defined in the previous plan. We will use Alpha test,
Preference Test and Limited test with customer.

PizzaHut's first method for product testing is in-house. Pizza Hut's corporate headquarters will donate
packaged frozen pizza products for use by all chefs and staff. After using the restaurant's staff, they will
provide feedback and suggestions to help improve the product. The food is ready for the big time once
it has been refined, tested, and retested. For a limited time, Pizza Hut asked a group of franchisees to
include this item on their menu. Before distributing products to all points of sale across the country,
the company tests products in major cities such as Hanoi and Ho Chi Minh City.

The second method is Limited test with customer. Pizza Hut will open test counters at points of sale in
Hanoi and Ho Chi Minh City. Staff at the point of sale will take comments directly from customers.
Pizza Hut will track sales and measure repeat purchase performance to assess the test market's
performance. The product is more likely to be accepted by the customer if the acquisition rate remains
constant or increases. The plan to develop a packaged frozen pizza product will be feasible, and the
product will progress to the final stages of development and marketing. If, on the other hand, the
repurchase rate falls dramatically, indicating that the new product is no longer viable when it is

35
officially launched in the market, Pizza Hut will propose a plan to improve the product to meet the
needs of the customers.

Next is Preference Test. In this test, we will implement the Online Sampling program. Customers can
sign up for samples via the internet with this online sampling program. Pizza Hut will upload a sample
of packaged frozen Pizza to online sales platforms for this test, and customers will be able to choose
and register the model they want. Email or phone numbers are used to confirm customer information.
Pizza Hut will deliver samples to recipients as soon as possible. Customers will be sent a survey with
five questions (on a scale of 1-5) (APPENDIX B below) after receiving samples and running a test run via
email or registered phone number. Customers will accurately evaluate product characteristics such as
taste, appearance, composition, and some related factors based on personal experience through this
survey. Within two weeks, online sampling will be completed, with the goal of successfully surveying
200 customers. The marketing department will be in charge of putting the program into action,
collecting and analyzing data from customers, and then determining the product's benefits and
drawbacks in order to devise a strategy for tweaking and perfecting the product to meet the needs of
the customer. In addition, we will establish a short-term shipping department to handle order
processing, packing, and delivery to customers.

6. Launching plan

❖ Pricing strategy

When it comes to product pricing strategy, with the New Frosted Pizza Line, our team will use
psychological pricing, bundle pricing and optional pricing tactics.

The first is with psychological pricing strategy for two sizes 15cm and 23cm, we set the prices for
these two products at 69,000 and 109,000 VND, respectively. Because this new product line was born
with one of the main purposes of being served under the quarintine era, and also for those who love
to enjoy pizza at home without any difficulty. Because of the fact, Pizza's Hut must store those cooked
pizzas in a specific condition in order to preserve the pizza perfectly. That's why when choosing this
type of pizza, customers have to pay an additional 5,000 dong in fees. Shipping charges depend largely
on the region, so shipping charges will likely fluctuate. In addition, 5,000 VND will be added to the cart
to upgrade products with special sauce. However, in the product introduction, there will be
promotions and discounts to make the product more attractive.

36
Applying product prices according to bundle pricing is also considered as one of the effective pricing
strategies. For this frozen pizza, customers purchasing at least two varieties will have the option of
purchasing a third pizza at half the price of the original. And for those who buy four or more pizzas,
they automatically get an extra free pizza selection from the menu at no charge. Best of all, everyone
will get a free selection of other products on the main menu because people love Pizza's Hut not only
for their pizza but also for pasta, lasagna, and more. so that customers also receive coupons for each
of their products from the line of frozen cooked pizzas at Pizza's Hut.

The third pricing tactic we use is optional pricing. With the cooperation of Vinmart and other
supermarkets, customers with invoices and purchase bills of VND 250,000 or more will be
automatically converted into coupons at Pizza's Hut with a discount of 25 - 45% of the total amount.
receipt. This series of coupons and offers runs for the first 15 days of the campaign, starting with the
day the new line of frozen cooked pizzas was released at supermarket intermediaries.

❖ Place / Distribution

All new frosted pizza of Pizza’s Hut will be distributed to supermarkets such as Big C, Vinmart,
Coopmart, etc and convenience stores like Vinmart, Vinmart +, Circle K, etc. In addition, the product
will also be distributed on a variety of food ordering applications so as to be easily ordered by
customers. Pizza’s Hut would likely pay their attention towards distributing these frosted pizza lines
online. As facted, all online platforms will be used. Pizza’s Hut has had a lot of partners collaborated in
terms of delivering foods such as Grab, Baemin, Now, etc. Because these products are regularly
distributed through these channels, there will be few issues when it is formally released. Pizza’s Hut
also pick some of the supermarkets to publicly showcase their products and will hold a simulation
exhibition at trade centers. The goal is for customers to know new products and have a chance to test
and eat products directly.

❖ Integrated Marketing Communications plan

As a matter of fact, Frozen pizza is not familiar for the most part of Vietnamese people, Pizza’s Hut
should pay their focus on raising people’s awareness about this new way of eating pizza, spreading the
message across the whole country about this new cooking technique. The main slogan that Pizza’s Hut
would choose is “Thèm Pizza, chớ lo quá, đã có Pizza’s Hut với dòng sản phẩm đông lạnh mới”.
Regarding promotional campaign to further promote the new frosted pizza products, Pizza’s Hut is
going to release a TVC to introduce products at both lunch and dinner time frame on the national

37
television station VTV. The TVC main theme is about a four-member family is getting ready for lunch,
but they are bored of having rice cooked as traditional Vietnamese meal. By the time they are stuck
under the idea of what they are going to have for lunch, their neighbors pick up the Pizza frozen from
the Pizza’s Hut delivery guy. The neighbor then clearly states that all you need is a pan to heat it up,
and all you have to do then is to wait for ten minutes and the Pizza is ready to be served. The two
children after getting informed, they quickly call the Pizza’s Hut delivery service and choose their
favorite pizza. And just 1 minute of waiting, the pizza arrives and they deliciously enjoy the pizza
together. Then there are pictures of all of them confidently smile at each other with abundant energy.
The TVC campaign on national TV station would last 10 days, 20 seconds for each video, broadcast on
five most watched channels on VTV. The expected fee charged for TVC campaign would fall around
VND 500 – 600 million, as based on the aforementioned TVC price tag.

The following is the TVC price given for TVC campaign hosted in Vietnam national TV station.

• Objectives

- Raise people’s awareness about the new frozen pizzaproducts line of Pizza’s Hut.

- Attract new customers and increase the old customers' passion for The Pizza’s Hut brand.

- Once again affirming the position of The Pizza’s Hut "True Italian Taste".

38
- Increased brand equity as well as revenue for The Pizza’s Hut.

• Deployment

A complete communication strategy is divided into specific stages with clear goals through each
stage, in which TVC and social media platforms is considered a "key channel" to increase customer
awareness about the changes on new frosted lines, as well as strengthening The Pizza’s Hut brand
recognition.

• Social Media (Facebook, Instagram, and Tiktok)

Having already had a large fan base with 1.2 miliion followers on Facebook, 1.7 million followers on
Instagram and nearly 180 thousand followers on Tiktok and since building the brand, Fanpage The
Pizza’s Hut has become the number 1 priority to help the brand introduce the campaign widely.

39
In addition, because this campaign is deployed close to the time of the New Year, the Fanpage includes
the following contents:

- Phase 1: Teasing about The Pizza’s Hut will launch a new way of having a pizza to stimulate
customers' curiosity.

- Phase 2: Deploying posts detailing the special aspects of the new frozen pizza in the main
menu.

Besides, there are timely articles with emotional elements, prompting viewers to want to experience
the product at the restaurant.

• Influencer marketing

Make a list and propose key opinion leaders (KOLs) that match the brand's wishes and invite them to
come and experience new way of having a pizza and share their impressions on their personal pages in
two forms of live streaming and writing product reviews. All of the new shares should be posted on
mainsites of KOLs on Facebook, Instagram and short video about the experience of receivign the
package from Pizza’s Hut.

40
With beautiful visuals, and real stories of each KOL, these reviews are expected to create many
positive effects with fans with the huge number of likes and comments on each post. This also
contributes to attracting a new fan base for The Pizza’s Hut, and increasing the love for the brand from
loyal customers. The influencers that the company is planning to collaborate with include Tran Thanh
and Hari Won, Gia dinh Cam Cam, Trang Lou, Ninh TiTo, Giang oi, ... For further brand ambassador
focus, we will cooperate with Tran Thanh and Hari Won, as he is a famous influencer and owns a
fanpage with nearly 12,000,000 followers. According to the Buzzmetrics chart, Tran Thanh is always in
the Top 10 of the most sought after and influential names when always keeping his style and
frequency of appearances on TV shows. With the role model of a psychological man, he is always loved
and followed by his fans, specifically his Facebook page has more than 11 million likes and nearly 12
million followers. In addition to artistic activities, he is also the brand main ambassador of many
famous domestic and foreign brands (Bao, 2019). With his influence, it is undeniable that the level of
spread as well as the interaction indicators on the Fanpage is always at a terrific level. An example of
this is Lazada, eversince Tran Thanh play his main role in every advertisements, the interaction
recorded was set to reach 6 million users and 300,000 products sold on Lazada (Bao, 2019).

• Public Relation (PR) articles relating to the new Frozen Pizza Line

By hiring post on many famous e-magazines such as Kenh 14 or Zingnews, this give the customers
the opportunity to keeply update information and better understand the brand's campaign.

41
 Figure 9: One of the most representitive posts of Pizza’s broadcasted on Kenh14

(VCCorp.vn, 2021)

7. Implementation Plan

The following table plan is a thorough implementation strategy for the entire new product
development and launching plan.

42
 Task Start Date End Date Duration People in charge

Generating new products ideas 06/08/2021 27/08/2021 21 days All Department

Assess and develop ideas 27/08/2021 03/09/2021 14 days R&D Department
Market idea testing 03/09/2021 10/09/2021 7 days Marketing Department
Business analysis (Market analysis, Financial 10/09/2021 17/09/2021 7 days Marketing Department, Accounting and Finance
assessment, Technical assessment)

Creating new line product 17/09/2021 06/10/2021 21 days R&D Department

Alpha test for Pizza Hut employees 07/10/2021 14/10/2021 7 days All Department
Trial launching in Hanoi or Ho Chi Minh city 14/10/2021 14/11/2021 30 days Marketing Department
Limited test in Hanoi or Ho Chi Minh city 14/11/2021 22/11/2021 8 days Marketing Department
Online Preference Test 22/11/2021 29/11/2021 7 days Marketing Department
Market test evaluation 29/11/2021 05/12/2021 7 days All Department
IMC Launching 05/12/2021 26/12/2021 21 days Marketing Department
Launching at all Vinmart+ chain, Circle K chain 05/12/2021 - - All Department
and at all stores

Open meeting and evaluation 06/12/2021 06/12/2021 1 days All Department

43
IV. CONCLUSION

In conclusion, this report provides a complete explanation of the process related to the product,
specifically the product at Pizza Hut company. Our team has also planned and delivered the full range
of product-specific development and testing phases with the new frozen pizza range. All the reports
and data we have collected are based on small data and are not reliable enough, Pizza Hut needs to do
more research on the market to develop the product line for which we have the recommendation.

44
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Pub. Co. Available at: https://archive.org/details/winningnewproduc00robe [Accessed 12 Aug. 2021].

Thành Dương (2021). Pizza Hut Việt Nam khai trương cửa hàng thứ 100. [online] vnexpress.net.
Available at: https://vnexpress.net/pizza-hut-viet-nam-khai-truong-cua-hang-thu-100-4217005.html
[Accessed 2 Aug. 2021].

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Thế Huân (2021). Bát nháo thị trường vì chiếc Pizza 4P’s đông lạnh: Có người mua đắt gấp rưỡi, nhưng
chưa đáng sợ bằng tiền ship gấp đôi cái bánh! [online] kenh14.vn. Available at: https://kenh14.vn/bat-
nhao-thi-truong-vi-chiec-pizza-4ps-dong-lanh-co-nguoi-mua-dat-gap-ruoi-nhung-chua-dang-so-bang-
tien-ship-gap-doi-cai-banh-2021081523214737.chn [Accessed 18 Aug. 2021].

Viva Foods JSC (2019). Food and Beverage Service. [online] auschamvn.org. Available at:
https://auschamvn.org/wp-content/uploads/2018/08/Viva-Foods-profile.pdf [Accessed 18 Aug. 2021].

VCCorp.vn (2021). Vị mới của Pizza Hut đỉnh thế nào mà khiến phóng viên Trang Hý “cướp sóng”
truyền hình? [online] kenh14.vn. Available at: https://kenh14.vn/vi-moi-cua-pizza-hut-dinh-the-nao-
ma-khien-phong-vien-trang-hy-cuop-song-truyen-hinh-20210707180507751.chn [Accessed 11 Aug.
2021].

Vu, Q. (2021). Loạt món “đỉnh của chóp” để order về nhà dịp này, ăn trong hoàn cảnh nào cũng mê.
[online] kenh14.vn. Available at: https://kenh14.vn/loat-mon-dinh-cua-chop-de-order-ve-nha-dip-nay-
an-trong-hoan-canh-nao-cung-me-20210713170505183.chn [Accessed 2 Aug. 2021].

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APPENDIX A

Survey of food needs of Pizza Hut customers

1. What age are you?

☐ <18 years old ☐ 18-30 ☐>30

2. Have you ever enjoyed pizza at Pizza Hut restaurants?

☐Already ☐Never
3. Who do you usually dine with?
☐Alone

☐Friends, Colleagues
☐Family
☐Others
4. What's your favorite flavor of Pizza Hut? (choose up to 3 flavors)
☐Vegetable Pizza (Garlic Butter Sauce, Tomato Sauce)
☐Double pizza topped with seafood (Pesto sauce, Black pepper sauce)
☐Cheese rim pizza with 2 toppings
☐Meat and Sausage Pizza

☐Mixed Pizza
☐Pizza Pepperoni
☐Mushroom Grilled Chicken Pizza
☐Tuna Pizza

☐Hawaiian Pizza

☐Premium Cheese Pizza

☐Pizza Shrimp with garlic butter sauce

☐Seafood Pizza with 3 flavors of cheese

☐Korean Spicy BBQ Beef Pizza
5. Have you ever ordered frozen Pizza through food delivery apps (Grab, Now, Baemin,…)?

☐Never ☐ Already
6. Have you ever bought/see frozen Pizza in supermarkets?
☐Never seen/purchased

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☐Have seen/purchased frozen pizza products from one of the Vietnamese brands such as HT Food, La
Cusina, Verona
☐Have seen/purchased frozen pizza products from foreign
brands 7. Do you buy frozen Pizza products for a reason?
☐Buy to reserve
☐Convenient, you can enjoy it when you want

☐Afraid to go out to eat because of Covid

☐Other reasons
8. If you bought it, what size did you buy?
☐ ~15 cm ☐~23 cm ☐30 cm
9. If you bought it, how much did it cost for 1 frozen pizza product you bought?
☐30,000 to 70,000 VND
☐70,000 to 200,000 VND
☐I haven't bought it yet so I don't know
10. The frozen pizza products you bought satisfy you in what way? (choose up to 2 answers)
☐ Style ☐Labeling ☐Packaging
☐ Color ☐Taste ☐Size ☐Price
11. What are you unsatisfied with? (choose up to 2 answers)
☐ Style ☐Labeling ☐Packaging
☐ Color ☐Taste ☐Size ☐Price
12. How would you rate the packaging of the frozen pizza product you purchased?
☐Beautiful, eye-catching, full of information
☐Not pretty, not very prominent
☐Usually
13. What do you think when Pizza Hut will sell frozen pizza products?
☐Love it, really want to try it
☐Likes
☐Normal

☐Disliked
14. If Pizza Hut sold frozen pizza, what size would you buy?
☐S (15 cm)

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☐M (23 cm)

☐L (30 cm)

15. If Pizza Hut sold frozen products, would you be the one ready to eat it right
away? ☐Of course

☐I will think about it

☐Probably not, I'd rather eat at a restaurant

APPENDIX B

PizzaHut's Packaged Frozen Pizza Customer Satisfaction Survey

Welcome to PizzaHut’s Customer Opinion Survey. We value your feedback and appreciate you taking
the time to complete our survey.
1. What was your first impression of the product?
• Very high quality
• High Quality
• Quality is not high or low
• Low quality
• Very low quality
2. How do you rate the quality of the product?
• Very high quality
• High Quality
• Quality is not high or low
• Low quality
• Very low quality
3. How do you rate the quality of the packaging?
• Very high quality
• High Quality
• Quality is not high or low
• Low quality
• Very low quality
4. What do you think about the packaging design of Packaged Frozen Pizza?
• Simple and attractive

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 • Eye-catching
• Nothing stands out
• Medium
• Too bad
5. What do you like about our Packaged Frozen Pizza?
……………..

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