PIZZA HUT TEAM

Product in 4Ps of
MARKETING
Nguyen Le Nha Tu
Tran Luong Bao Tran
Pham Ngoc Phuong Linh
Truong Bao Ngoc
Ly Thanh Nguyen
Bui Hoang Giang
Le Van Tu
Bui Anh Duy
 Table of Content

01 02 03 04
Classifications Quality of Core Component Product and
of products and Product of Product Culture
services

05 06 07 08
Level of product Consumer New product Product life cycle
and service product and development strategy
branding strategy strategy
 01
CLASSIFICA
-TIONS OF
PRODUCTS
AND
SERVICES
CLASSIFICATIONS OF
PRODUCT AND SERVICE

"Product is anything "Service is form of product

that can be offered to that consists of activity,
a market for benefit, or satisfaction
attention, acquisition, offered for a sale that is
use, or consumption essentially intangible and
that might satisfy a does not result in the
want or need" ownership of anything"

- Kotler & Armstrong -

Kotler, P., & Armstrong, G. (2017). Principles of Marketing (17th ed.).

 02
QUALITY OF
PRODUCT
 Market-perceived quality: is the impression of
QUALITY DEFINED
excellence a customer experiences about a
product, brand, or business, derived from sight,
sound, touch, and scent.

Performance quality: is the degree to which the

basic product characteristics work.

The Pizza Hut restaurant operation is the face of the company.

- Full Service Restaurants: These are the traditional pizza restaurants offering a seated
service and takeaway.

- Home Service Restaurants: These restaurants offer home delivery and takeaway.

- Restaurant Based Delivery: These restaurants are full service restaurants combined with a
delivery and takeaway service.
 MAINTAINING QUALITY
Market-perceived quality issues: different taste
because of its formulation, success in competitive global
market, and the decision to standardize or adapt a
product is crucial in delivering quality.

Performance quality issues: modernized its packaging,

product mix, and equipment; and set out to capture the
market.

MAINTAINING QUALITY OF PIZZA HUT

- All of the employees is located at the back of the home

- To meet the CHAMPS, this technique is required (Cleanliness, Hospitality, Accuracy,

Maintainability, Product and Speed).

- Pizza Hut has a separate quality management staff as well

PHYSICAL OR MANDATORY REQUIREMENTS AND ADAPTATION

Many countries require “homologation”

The legal, economic, political, and technological requirements
can all dictate the degree of localization or adaptation

GREEN MARKETING AND

PRODUCT DEVELOPMENT
Consumers move toward more environmentally conscious
choices.
Practice of developing and promoting products based on
perceived environmental sustainability.

QUALITY
Quality is associated with customer satisfaction
 03
CORE
COMPONENT
OF PRODUCT
PRODUCT
COMPONENT
MODEL

08/ 13
THE CORE COMPONENT
-Physical product—the platform that houses the necessary
technology—as well as all its design and functional
characteristics.
CORE COMPONENTS

Product variants can be added or removed from the product

• PRODUCT
PLATFORM platform to satisfy regional differences to adapt the product to

• DESIGN FEATURES cultural differences, changes in design, functional features, tastes,

• FUNCTIONAL color, and other characteristics might be made.

FEATURES

Ex: Japanese kids ate Nestlé's cereal as snacks rather than for
breakfast so they modified its cereals to match Japanese taste more
closely in order to expand the product's market.
12/ 13
THE PACKAGING COMPONENT
Style features, packaging, labeling, trademarks, brand name,
quality, price, and all other components of a product's package
The relevance of each of the aspects in the eyes of the consumer is
determined by the need that the product is supposed to meet, just
like the core component.

Ex: Apple's customers discovered the instruction manual covering on

some of the company's Macintosh(Mac) computers was cracked,
therefore they were returned untouched.
SUPPORT SERVICES COMPONENT
Repair and maintenance, instructions, installation,
warranties, delivery, and the availability of replacement
parts

Ex: In the United States, a customer can choose between

getting service from the corporation or from the competing
service merchants that can repair and maintain anything
from cars to lawn mowers
CASE STUDY OF PIZZA HUT
- In order to make Pizza Hut in China suitable for the local
people, Pizza Hut has created an ambiance, menus, and
system, particularly for Chinese customers.

- As the deadly coronavirus continues to spread in 2020,

Pizza Hut has launched a contactless delivery service in
China --> Customers can choose "contactless delivery" while
placing orders online or when couriers phone them to clarify
specifics before the delivery.
04
PRODUCT
AND
CULTURE
PRODUCT AND CULTURE
PRODUCT IS A SET OF SATISFACTION
THAT BUYERS RECEIVE.
Range from taste, color, odor, and texture. how it function,
the label; the warranty.
A product is the sum of the physical and psychological
satisfactions it provides the user
Product should be adapted based on the norms , value,
and behaviour pattern.

DINING CULTURE OF CHINA

Additional features such as open bars, indoor
gardens, family dens
Menu appears to be much fancier
Offers wine and an Afternoon Tea option, along
with an entire menu of fascinating drink options.
 05
LEVEL OF
PRODUCT
AND SERVICE
 LEVEL OF PRODUCT AND SERVICE

Core customer value: contains the basic

values, and brings to satisfy a certain need
of the customer.

Actual Product: is the physical

component of a product, basically
including its features and design.

Augmented Product: increase the

competitiveness of products and services.

Kotler, P., & Armstrong, G. (2017). Principles of Marketing (17th ed.).

 06
CONSUMER
PRODUCT
AND
BRANDING
STRATEGY
 CONSUMER PRODUCT

Kotler, P., & Armstrong, G. (2017). Principles of Marketing (17th ed.).

PRODUCT
Brand Strategy
Brand Logo Makeovers for the Digital Age
Logos nowadays must be visible on displays of all sizes,
from large-screen TVs to tablets, mobile phones, and even
smart watches.

Everything, from the advertising, online, and social media to

the graphics on the restaurant's wall, must be changed to
fit the new brand appearance.

When logo changes are required—which they almost

definitely will be at some point—the best course of action is
to notify consumers of the impending changes and explain
why they are necessary.
Brand Extension
Brand extensions come in two primary forms:
Line extension: When new products are
introduced within the same category as
the parent brand
Category extension: When new products
are introduced in different categories than
the parent brand

Most brand extension strategies take this approach:

Rely on the existing awareness in the parent brand to bring in the crowds
The long term goal – Have the extended line stand on its own two feet, eventually cutting the
apron strings to the parent brand.
Brand Extension
 07
NEW PRODUCT
DEVELOPMENT
STRATEGY
NEW PRODUCT
DEVELOPMENT STRATEGY
TWO WAYS
Acquisition - by buying a whole company, a
patent, or a license to produce someone else’s
product;
The firm’s own new product development efforts.

THE IMPORTANCE OF NEW PRODUCT

DEVELOPMENT
Create variety in life;
Satisfying customer demands;
Maintain the longevity of the firm.
NEW PRODUCT DEVELOPMENT STRATEGY (C0N'T)

85% FAIL
Poor marketing research;

Lack of understanding of
customer needs;

No market to develop.

Randall L.Schultz (2001, February). The Role of Ego in Product Failure. University of Iowa
http://www.theproduct.com/faculty/papers/ego.pdf
THE NEW PRODUCT DEVELOPMENT PROCESS

(Philip T.Kotler, Gary Armstrong,2017) : Principles of Marketing

 08
PRODUCT
LIFE CYCLE
STRATEGY
 Production Development
PRODUCT LIFE CYCLE The company finds and
develops a new product
STRATEGIES idea.
Introduction
Product launch, sales
slow and unprofitable

Growth
Period of rapid market
acceptance and increasing
profits
Maturity
Acceptance from
potential customers,
profits level off or
decline. Decline
The period when sales
fall off and profits drop,
as a new invention
 PIZZA HUT CASE STUDY:

TUSCANI PASTA
Decline stage:
Development stage:
- Revenue decreasing
- Profit growing
- Keep famous products in line
- Find more attraction
- Searching the demands
- Perfect time for new features

Tuscani
Pasta

Introduction: Maturity Stage:

-Create
- Maintain success
awareness - Make more impressive adv
-Accept the slow
- Promotions
growth - Find more customer
- Test reaction
GAME
TIMEEEEEE
11/ 13
Q. 1: . . . . . . . is the degree to which the basic
product characteristics work.
A. B.
PERFORMANCE MARKET-PERCEIVED
QUALITY QUALITY

C. D.
PRODUCT
HOMOLOGATION DEVELOPMENT
Q. 2: Trade Mark, Brand name are which
component of product?
A. B.
CORE PACKAGING
COMPONENT COMPONENT
C. D.
SUPPORT NONE OF
SERVICE THE ABOVE
COMPONENT
Q. 3: A product is the sum of the physical
and psychological satisfactions it provides
the user

A. B.
TRUE FALSE
Q. 4: . . . . . . . . . contains the basic values, and
brings to satisfy a certain need of the
customer.
A. B.
CORE CORE CUSTOMER
COMPETENCIES VALUE

C. D.
ACTUAL AUGMENTED
PRODUCT PRODUCT
Q. 5: Sales is highest in Growth Stage of
product life cycle?

A. B.
TRUE FALSE