Pizza 4P’s is one of the leading pizza chain brands in the world.

4P's operates in four areas:

restaurants, cheese production, cheese wholesale, and dairy retail, and the main business is
Pizza 4P's.
❖ Company Name 4PS CORPORATION
❖ Country Vietnam, Singapore（4P’S HOLDINGS PTE. LTD.）
❖ Founded 2011
❖ Representative Yosuke Masuko
❖ Number of stores 26 stores in Vietnam
For the Dairy market, 4P’s mainly produce cheese, dairy products like yogurt and pudding,
etc… 4P’s have been supplying for about 300 stores, mainly to 5-stars hotels, restaurants and
gourmet stores, as well as selling the product in their own restaurants and online channels.
The name 4P's means "For Peace" - Peace pervades the world. The brand and logo of 4P's
embody the desire to always bring rich experiences to help each guest entering their world
reap something positive and exciting. The brand focuses on quality ingredients. That's why
the idea of "Farm to table" was put into practice.
“Make the World Smile for Peace” -Pizza 4P's hopes that people realize their true inner peace
and will overflow with compassion and happiness. They aim to realize a world in which
individuals gently respect each other and appreciate the earth, society, and their own
existence.

“Delivering Wow, Sharing Happiness” – Bringing “Wow”, Sharing Happiness. It describes a

delightful surprise, an experience that can make your heart dance, an abundance of positive
energy and an uplifting spirit. Pizza 4P's believes that happiness will spread and fill the world
The message of Pizza 4P's is to bring rich experiences to help each customer who enters
Pizza 4P's store to reap interesting and positive things. “Bringing the World to Smile for
Peace.” 4P's pizza creates smiles, and those smiles are the "catalysts" that help people taste
the taste of lasting happiness, of inner peace.
– for the world to be filled with this kind of Peace.
Joining after the Pizza 4P's and the Pizza Company chains, however, Pizza 4Ps is still highly
appreciated and increasingly narrowing the revenue gap. It can be seen that Pizza 4P’s
restaurant chain is meeting the needs of Vietnamese people quite well.
Target market:
● Food / Fastfood
● Supply chain
Pizza 4Ps seeks to realize the following key benefits for its customers:
- Fresh food: Customers can enjoy fresh and delicious food with guaranteed input
ingredients.
- Good infrastructure: Customers can experience the Japanese - Italian - Vietnamese
culture both luxurious and close at convenient locations.
- Omotenashi - top service quality: Customers are served enthusiastically, thoughtfully,
and true to the spirit of Omotenashi of the Japanese.
- Fast food has become a high-spending product in Vietnam, especially for young people.
- The more economic conditions develop, the more people pay attention to health, and
natural products are focused on.
- Manufacturers need to meet the Westernized consumption habits and demand for clean
food of Vietnamese people.

Market In 2019, Pizza 4P's chain achieved a revenue of 749 billion VND, while The Pizza
Company achieved more than 617 billion VND, up 21.8% and 24% respectively. Joining later
in this group, Pizza 4Ps also continued to break the gap when recording revenue of nearly VND
570 billion, up 34%.
Although 2021 is a bit difficult due to the Covid 19 epidemic, Pizza 4Ps has collected 30 billion
VND in 8 months after developing a website system and delivering door to door delivery.
2.6.2. Indirect Competitors

Fast food chains such as KFC, Popeyes, and Burger King sell different items than Pizza 4P's,
yet they all cater to the same client base. They have the advantage of having entered the
Vietnamese market early, which means they already have a dedicated client base, therefore
when it comes to fast food, fried chicken and hamburgers are always first. Consumers, on the
other hand, are increasingly turning to alternative products and services. This is an opportunity
for Pizza 4P's to expand their market share.

HÌNH
SSECTION 3: TARGET CUSTOMERS ANALYSIS & POSITIONING
STRATEGY

Geographic: Pizza 4P's chooses to operate in heavily populated cities like Ho Chi Minh City,
Hanoi, Da Nang, Hai Phong,....

Demographic: With pricing from 25,000 to 500,000 VND per serving, Pizza 4P's is intended
at people aged over 8 who have a medium to high income.

Psychographic: The bulk of Pizza 4P's consumers are people who live a modern lifestyle and
appreciate trying new things; this lifestyle is conducive to Pizza 4P's routinely releasing new
taste pizzas. Pizza 4P's consumers are primarily students and office workers, with a
preference for meeting friends or families, who are members of the middle and upper classes.

Pizza 4P's has easily entered the Vietnamese market because to the proper selection of target
customer, the right approach, and the right taste of Vietnamese people. To attract a larger
upper-class segment, our team will create new strategies to "attack" them in this essay.

Pre- Need arousal Society is evolving, the need to experience the service is
purchase not simply eating enough, but also more than that. They
stage were curious as to what it was at Pizza 4P’s that attracted
so many people to it. As a result, people will consider the
need of experiencing the service at Pizza 4P's.

Information When they want to experience the service of Pizza 4P’s,

search they will seek out information through social media,
advertising, personal experience reviews from friends,
relatives, and food bloggers,…to compare and decide.

Service Technical core Order processing quickly and without problem,…

Encounter
stage
Service delivery Safe pizza processing, quick payment methods,…
system

Service facilities Restaurant with modern design, diverse styles, modern

equipment,…
 Personnel The employee is welcoming, supportive, and responds
well to the requirements of customers,…

Post-encounter stage Customers show their satisfaction by coming back next

time or recommending to others,…

The basic focus strategy for Pizza 4P’s is service focused.

Unlike other businesses, Pizza 4P's positions itself as a fine-dining restaurant chain rather
than a fast-food restaurant or pizzeria.

Achievements: Despite the scale of only 24 restaurants, not as big as other competitors such
as Pizza 4P's (90 stores) and Pizza Company (70 stores), Pizza 4P's revenue far exceeds its
competitors, achieving the figure of 570 billion VND in 2019 with a profit of more than 50
billion VND after 5 years of operation.

To position itself in such a position, Pizza 4P's has "taken care" very carefully in every stage
of its service.

- Pizza 4P's has no concept of pre-made and reheated cakes. The cake when placed in front of
the customer is always a cake that has just come out of the oven and still has the aroma of the
new dough.

- Italian-style wood-fired pizza in a terracotta oven.

- The pizza base must be kneaded by hand to reach the desired thickness.

- The taste of food at Pizza 4P's combines Japanese and Italian cuisines.

- Pizza 4P's also produces its own cheese. The entire cheese-making process is completely
handmade, just like the French tradition.

Service style of employee: professional and always welcoming.

Facilities: The restaurant is always located in good locations. The restaurant has a luxurious
but unique design. Each restaurant has its own style, idea, and story.

- Consumption: continue to maintain strong positive quarterly growth (regardless of seasonal

sales), increase consumption per use or increase frequency of use.
- Penetration: achieved a steady increase, increasing the number of customers using Pizza 4P's
restaurant services.
- Value: higher-end brand positioning.
- Level of loyalty: increase brand loyalty.

+ Services product main characteristics:

Relative Intangibility: The restaurant service provided by Pizza 4P is composed of a variety of
characteristics, including intangible elements that clients cannot see or feel before using the
service. They can only sense the elements of the service, such as the scent, taste, and attitude
of the employees after they have consumed it.

Simultaneousness between production and consumption: Pizza 4Ps only makes a pizza when
the client arrives, and they can't establish a service without the customer's involvement.
Customers are both consumers and active participants in the development of services.

The decisiveness of the human factor in the process of creating services: Employees, in addition
to clients, play a vital role in the service delivery process.

Perishability and non-storable: Pizza 4P's products are easily damaged if not stored properly
because production and service consumption occur at the same time.

Difficulty in quality control: Customers cannot foresee quality in advance due to the unique
nature of the service business, and can only truly sense it through consumption.

Seasonality: Customers have to go to school and work throughout the day, so there are normally
less customers at Pizza 4P's outlets during the day. The time window with the most customers
will be in the evening.

Superficiality: Customers' evaluations and feedback on service quality are influenced by the
attitude and working style of each employee as seen from the outside

Pizza 4P's core product is to provide food and beverages, particularly pizza, to diners and
potential consumers. The 3 things that make Pizza 4P's core products different from existing
brands on the market are: “House-made cheese”, " Farm To Table" and "Omotenashi" -
The Spirit of Japanese Hospitality
→ For this marketing plan, we will still keep the core product and the above difference of
Pizza's 4P restaurant service. Based on these distinctions, our team has created the
"Premium Chill" menu, which is targeted to the high-end consumer niche includes 3 main
services. Pizza 4P's will be able to sell not only limited-edition pizzas, but also allow
customers to "personalize" their pizza by choosing all of the ingredients. As a consequence,
meals will take longer, allowing customers to enjoy more comfortable "chill" time. As
either a result, this meal is also served in a different, more opulent setting. In addition, to
accommodate the post-pandemic situation, Pizza 4P's will provide new frozen pizza items
and side dishes based on the menu.
 + Information: Currently, Pizza 4P's has set up a system to provide detailed information
about their services, such as their introduction, their schedule/service hours; menus and
related prices, store locations, contact phone numbers, and how to book a table online;
online delivery through all means. Pizza 4P's will leverage short video platforms like
TikTok, Instagram's Reels, and Youtube's Shorts to give information.

+ Order-taking: The staff will need to understand the products, menu differences, and
pricing. Therefore, each employee will be able to comprehend this via an internal app,
and clients will have access to an app for purchasing food via internet platforms such
as Zalo or Messenger.
Hình 3
 + Billing: Pizza 4P's offers smart tablets with menus and prices to make it easier for
consumers to keep track of their orders. Customer information, service time and
location, and expense data will all be included on invoices. In addition, 4Ps can send
out more electronic invoices to make payments easier.

+ Payment: Pizza 4P's accepts a number of payment methods, including cash, vouchers,
and electronic wallets such as Moca and MoMo.

+ Consultation: The staff at Pizza 4P's is well-trained, knows the recipes, understands
the ingredients, and is familiar with the menu's usual dishes thanks to the use of the
"Premium Chill" menu. From there, they can offer suggestions so that customers can
pick their own toppings while still feeling satisfied.

+ Hospitality:.In order to promote the spirit of thoughtfulness with customers, this

marketing strategy will be improved with the following points:
● Restaurant area: Because this section caters to high-end customers, the
restaurant space will be more opulent, modern, and private, with tables ranging
from two to one group (6 people). In addition, each space should have a pleasant
outlook.
● Lounge area: In order to increase customer experience, Pizza 4P'S will design
a separate lounge area with its own restroom system, locker system, designed
according to festive seasons and trends to encourage consumers to take pictures.
Some additional services will be added such as: snacks, soft drinks and herbal
hand washing bowls for guests, in line with the post-Covid-19 pandemic
mentality and the habit of using hands when eating pizza. In addition, 4P's can
provide some necessary items such as masks, hair ties, gifts for children,
towels,...
● Customer engagement in person: Show customers how to build a pizza and have
the crew decorate their table right in front of them.
● Customer interaction on the internet: Turning Pizza 4P's website into a physical
store with eye-catching pizza graphics, ensuring a pleasant customer
experience: fast, simple, accurate, convenient, time and cost saving; prefer
"internet of things" application to automate as many things as possible.
+ Safekeeping: Pizza 4P's will have to provide free lockers for the upper-class client
group, in addition to providing free parking and security guards to keep cars and
personal things safe.
+ Exceptions: Customer complaints concerning the food will be happily handled by
Pizza 4P's. If a fault or error occurs with the dish, pizza 4P's will replace it with a new
one. Internal employees will assist clients in the event of service quality issues and will
endeavor to fix as much as feasible or the manager can invite customers to re-experience
with reasonable promotional vouchers.

Pizza 4P's has had a distinct food sales channel called Boxes 4P's for a long time. Pizza 4P's
offers its cheese to Horeca (restaurants, hotels...), a few mini grocery chains, and on Box 4P's
in addition to restaurant use. Box 4P's model has been transformed into Pizza 4P's Online Store
in order to improve. Furthermore, Premium 4P's will continue to develop and reproduce the
Pizzaland brand and also “Beer for Peace” brand. We can see that 4P's uses the “House of
brand” brand technique after this. The logo of the main brand, Pizza 4P's restaurant, has been
reused since the name of Box 4P's was changed to Pizza 4P's online.
Pizza 4P's will add a new brand, Pizza 4P's Premium, to further broaden its offerings. Pizza
4P's Premium specializes in providing luxury and high-class restaurant services based on pizza
products. The new brand name keeps the title Pizza 4P's and simply adds the word "Premium"
to make it easier for customers to recognize while still offering the same features and benefits
as the primary brand. Since then, 4P's has hoped to see more smiles on customers' faces and to
bring peace to the globe.
Pizza 4P's is targeting a group of customers with a good or higher average income.
As a result, it is possible that product prices fluctuate higher than in the previous segment
with above-average levels, specifically:

Menu of Pizza 4P's

Menu of Pizza 4P's

In order to provide a reasonable price that is affordable to customers Pizza 4P's reviewed a
price proposal based on three factors:
- Cost-based pricing:
Pizza 4P's always tries to upgrade its quality and services such as: self-producing dairy
ingredients such as cheese, building a cooperative relationship with Thien Sinh farm -
ensuring vegetables are always fresh, So, The production cost is quite high, so the price is
higher than the average, but the product quality is always guaranteed and the best service for
the target customer segment.
- Value-based pricing (Customer-based pricing) :
With the goal of spreading happiness and positive energy through its services, Pizza 4P's
prioritizes pricing strategy based on product value and customer perception. Especially when
targeting the group of medium-to-high-end customers. Customers at Pizza 4P's want not only
delicious and safe products, but also accompanying services of a certain value, so they are
willing to pay more for products/ services that they believe are worthy of what that
product/service brings. Pizza 4P's pricing strategy also revolves around the perceived value of
customers:
The values that Pizza 4P's bring to consumers:
+ Using environmentally friendly production processes to reduce negative
environmental impacts. Using high-quality ingredients that are safer, grown on the
farm, natural, and free of chemicals. Thien Sinh Farm - Pizza 4P's partner - employs a
completely natural growing method. Pesticides and chemical fertilizers, on the other
 hand, are not used. Create safe and high-quality manufacturing processes to protect
consumers and the environment.
+ Handmade cheese production that is both delicious and safe. Pizza 4P's does not
import cheese, but instead creates handmade cheese products with unique flavors that
are only available at Pizza 4P's.
+ Customers will not be bothered by the space's coziness and luxuriousness. Space set
aside for high-end customers who have all of their utility needs met. Interesting
design elements such as the waiting area, the VIP room, or the dining tables
overlooking the kitchen...
+ Professional and fast support services: ticket booking consultation via website or
phone number, quick delivery, convenient and diverse payment options, customer
event support...
+ Service that promotes thoughtfulness: enthusiastic consultants who embody the
Japanese spirit of "Omotenashi," or dedication demonstrated by the staff's thoughtful
actions.
- Competition-based pricing
If consumers do not perceive a difference in value between products and services, they will
tend to select the cheapest option for themselves. Pizza 4P's products are more expensive than
competitors'. This distinction stems from the higher value that Pizza 4P's products and
services bring to a new higher segment, a different value compared to competitors, by
improving customer perceived value.
Unit: VND
Course Pizza 4P’s Al’s Pasta Buzza Pizza 4P's Domino’s
Fresco Paradise Pizza Pizza

Appetizer 80.000- / 150.000- 39.000- /

160.000 200.000 119.000

Main 150.000- 80.000- 150.000- 70.000- 50.000-

course 350.000 250.000 850.000 270.000 210.000

Mide dish 100.000- 30.000- 70.000- 80.000- 30.000-

150.000 100.000 170.000 130.000 120.000

Dessert / / 50.000- / 40.000

60.000

Drink 30.000- 18.000- 45.000- 30.000- 12.000-

(per glass) 70.000 35.000 95.000 50.000 40.000

- For Pizza 4P's, the company uses a variety of pricing methods and pricing strategies to
maximize revenue and bring value and benefits in line with the prices that customers pay.
- To manufacture a product, a certain amount of money must be spent. However, because of
the intangible nature of the service, cost measurement becomes more complicated for this
type of service. As a result, in order to easily measure costs, Pizza 4P's employs a
measurement method based on Activity-based costing (ABC management system), which
approaches each step in the service delivery process and provides cost statistics for each step

- Based on the evidence, the Pizza 4P's choose one of the primary pricing strategies: Customer-
Based Pricing. Strong market brand awareness, and pricing that is possibly slightly higher.
Beside, the quality and safety of the product will be guaranteed in proportion to the customer's
payment.
- The product is considered innovative. The slightly higher price not only emphasizes the
product's features, but it also prevents other competitors from entering the new segment. To
entice new customers, offer preferential prices, express gratitude, and offer cost-effective
product packages.

In the Pizza 4P's product supply cycle, it is necessary to pay attention to 3 main flows:
Information and promotion flow, negotiation flow and product flow.

- Information and promotion flow: attracting customers mainly through online channels such
as: Website, Fanpage of 4P's and personal email of customers.
- Negotiation flow: encouraging customers to experience the service on both direct and online
channels by providing information, advantages of Premium services (products, space) and
preferential programs.
- Product flow: focus on exclusive distribution to main branches of Pizza 4P's

To reach potential customers, Pizza 4P's needs to exploit convenient locations such as near
residential areas, shopping centers, luxury apartments, and stable traffic. Pizza 4P's is using
direct distribution in some major cities through online and offline channels.
For the high-end product line, 4P's pizza will be distributed exclusively at prime locations,
first of all in Ho Chi Minh City. The districts can refer to: As districts 1, 3, 11, and 7.

Especially for Premium Pizza, exclusive distribution to the main store and no intermediaries to
ensure that high-end customers experience the product service in a complete and professional
manner, and at the same time convey the essence of the product. With this form of distribution,
customers can come to the place to experience the space, and at the same time be provided with
high-class additional services in addition to the store's products. Besides, upgrade service to
support remote table reservations for customers.

Realizing that potential customers are often free in the evenings, especially on weekends, Pizza
4P's will supply more ingredients and allocate resources at crowded branches.

Some similar development locations for Premium Pizza in Ho Chi Minh City:

184 Le Dai Hanh Street, Ward 15, District 11, Ho Chi Minh City

151B Hai Ba Trung Ward 6, District 3, Ho Chi Minh City

8 Thu Khoa Huan, Ben Thanh Ward, District 1, Ho Chi Minh City

Pizza 4P's branch at Le Dai Hanh street

To find new sources of income during the Covid 19 epidemic, Pizza 4P's pioneered in
building a sales channel through its own website. At the same time, Pizza 4P’s develops heat-
retaining batteries in paper boxes to ensure the most delicious and perfect cakes when
reaching customers.

Refer to website: https://delivery.pizza4ps.com/market4ps

Inheriting and promoting the potential of the online channel (revenue 30 billion VND, 60,000
orders/ 8 months) Premium Pizza can be mentioned on the web site's list of special dishes.
Accordingly, improving technology-enabled service delivery at Pizza 4P's:
● Customer care: support product information, record and handle feedback from
customers,... Premium Pizza product lines need more preferential policies and gifts
for potential customers. 24/7
● Website building: eye-catching design to provide information, and receive orders.
Through the web can control the inventory items. In addition, the website also
facilitates the collection of data and information-seeking behavior of consumers,
thereby marketing services through media such as Gmail, Facebook, … Adding
videos recording the journey of making Premium Pizza lines for customers to
visualize and attract more easily.

Apply shipping unit Ahamove and payment unit Momo to all products, including Premium
Pizza. Manage and ensure the delivery - receipt of pizza products, 24/7 fast shipping to ensure
time needs for customers.

To ensure a good image of products and service quality, stores that distribute products Premium
Pizza of 4Ps pizza need to be strictly controlled. Brand value can be controlled more carefully,
leading to additional service maintenance costs.

With Premium Pizza, the goal is towards safe, quality products and high spiritual value for
consumers in the upper-class segment. Premium Pizza of 4P’s is located in city center locations
to ensure to meet the needs of potential customers and build brand image.

a. Based on the characteristics of the market:

To avoid overcrowding on holidays in Vietnam, Pizza 4P’s needs to arrange more waiting
rooms to create comfort for potential customers. In addition, it is necessary to arrange more
spacious and airy parking space for customers to conveniently move.

b. Based on business products

Because the core service is a high-class Pizza restaurant service, it is very important to
distribute at 4P's pizza to ensure uniform quality in each branch as well as in online delivery
channels.

c. Based on the capacity of the business:

Using a management style influenced by Japanese culture, Pizza 4P's distribution techniques
are meticulously selected and subjected to a rigorous selection process. High-class restaurant
outlets are assured uniform quality due to a steady financial status.

Exclusive distribution model for Premium Pizza of Pizza 4P's

4P’s target customers are mainly from the age of 18 to 35, with middle-income earners and
above. They usually are young people, tourists, and family members who care about food
quality and experience.
4P's is "Omotenashi", which means the spirit of welcoming guests with all your heart,
showing the hospitality of the Japanese people. Omotenashi shows concern, and attentive
service to customers. The message of Pizza 4P's is to bring rich experiences to help each
customer who enters Pizza 4P's store to reap interesting and positive things. Pizza is the door
leading to a soul filled with complete relaxation. Positive energy is spread through the
culinary experience and 4P’s services.
● Advertising:
Social media: Premium 4P's will continue to use the advantage of customer files from ads on
Facebook, 4P's Website and improve more ads with more trendy, younger, and more interactive
content. to launch new menus as well as new high-end restaurant services. A short experience
video will be posted on the Youtube platform to ensure it attracts the curiosity and interest of
the young customer segment. "Pizza Bun Dau Mam Tom" is an example of the success of this
method. To make a difference for premium service, Pizza 4P's ads will link together like a
story. Each story will be associated with other high-end Vietnamese brands.

Picture : Pizza Bun Dau Mam Tom

● Public relations

Pizza Making Workshop for school and family groups on National Children's Day
With the goal of sharing happiness through making your own pizza, we will continue to
organize a Pizza Making Workshop at Pizza 4P's for groups of students and families. and bake
Pizza in the oven. We will further develop this model for other holidays for couples, and
holidays for families to increase more "touchpoints" from service to customers.
Picture : Kids making pizza in the workshop
Besides that, we will sponsor scholarships for children orphaned due to Covid-19 to help them
choose a career as a chef in the future.
Pizza 4P's organized Paper return Programme
Customers can swap 3 boxes of Pizza 4P's for an appetizer such as salad, mixed veggies, etc.,
in addition to continuing the Jar return program. The program will be implemented on the direct
channel and exclusively through 4P's delivery service on the indirect channel. Its purpose is to
improve the brand's human image and the ethos of "Farm-To-Table."

Picture Jar return Programme

● Sales promotion
Freedom leads to happiness
Every year on Vietnam Reunification Day, the restaurant will give a special Pizza for a group
of 3 or more customers. The purpose of this event is to celebrate the end of the Vietnam War
and honor the soldiers who served the country.
Sense of luxury - Pizza 4P’s premium
The goal of this strategy is to focus on the elite, making a difference from the usual service.
This group of people enjoys quiet spaces and exceptional services. Therefore, Pizza 4P's
premium will be designed more meticulously and delicately through high-class dishes such as
golden steak, golden pizza, lobster or Kobe beef. Customers will experience a professional
service style and a number of other privileges but in return a 5% service fee.
Your pizza - your choice
In order to develop the “ customers as co-producer” concept, we recommend that the brand
should let the customer design their own pizza. They are the one who chooses ingredients,
topping, make the dough, and design their own pizzas by combining sauce, cheese, and
different ingredients on the base. This program will attract curiosity and guests who like
experiences. It will create a widespread and unique communication effect to the public.

● Online advertising
Pizza 4P's reaches customers through social networking sites such as Facebook, and
Instagram.Detailed information about the program of organizing live baking sessions, new
dishes, campaigns, corporate awards ... is always specifically mentioned by Pizza 4P's on the
Website.
 ● Company’s website
Pizza 4P's uses its own website for a variety of communication tasks, such as showcasing the
brand, from ingredients and baking process to achievements and awards. Therefore, the website
is a very important channel, Premium 4P's will improve the following points:
+ The interface has a separate yellow-green color for the segment.
+ Improve user experience by using AI system for consulting and ordering.
+ Faster online booking system, allowing payment by bank link.

Service Outlets
Pizza 4P's applies the motto "Exchanging, Sharing Happiness" in a space that brings a sense of
Vietnamese culture. To give clients a nice experience when approaching the open kitchen
space, which serves as the restaurant's main highlight, maximize the landscape view.Another
factor is the company's reputation for its style and ingredients, they use organic fresh vegetables
and fruits. Things to do to show “Pizza 4P’s” in the interior design of the new store “The
Emporium”.The purpose is to create an open and relaxing environment to enjoy clients’ time
at 4P’sThey used indigo as an accent color as a symbol of respect for both countries. Adopting
brass as a highlight, the glossy feel of the metal specifically tightens the space and incorporates
elegance as an element.
Frontline Employees
Because of the increasing demand for clean food from customers, Pizza 4P's expanded and
distributed ingredients to prestigious hotels and restaurants.
All products are made in-house under strict management to ensure the quality.
Pizza 4P's has also given a number of additional services to enhance, including self-deploying
delivery services without the need of a third party to ensure on-time delivery, developing an
online ordering platform, and providing delivery services.
● Word of Mouth
Pizza 4P's stores mostly do not advertise but attract customers through word of mouth and a
good reputation. The word-of-mouth effect, the trust of diners, and the curiosity of those who
have not tasted this "mythical" pizza have made 4P's a phenomenon.
Blog is also a type of WOM, Pizza 4P's marketing is interested in blogs evolving as a new form
of social interaction on the website. Currently, on Youtube, there are many bloggers who like
to post reviews about the food and service at Pizza 4P's restaurant that they have experienced
and directly felt that also brings a lot of attention from the audience. Premium 4P's will make
good use of this to reach young successful customers with three main keys: beautiful images,
trendy content and a famous social networking platform.
e.The role of Corporate Design Service
Looking at Pizza 4P's restaurant, we can see the unique restaurant design with modern
neoclassical architecture and a hint of antiquity, decorated with nostalgic colored rustic wall
tiles impressive.4P’s restaurants use a unified and distinctive visual form for all logical
elements to facilitate recognition and reinforce the desired brand image.
Reference: Pizza 4P’s News and Media https://pizza4ps.com/news/338/
How the Team Behind the Iconic Pizza 4P's Brand Plans to IPO by 2020
https://vietcetera.com/en/how-the-team-behind-the-iconic-pizza-4ps-brand-plans-to-ipo-
by-2020
 Service process plays a pivotal role in the service marketing plan which ensures the service
will be delivered to the customer.
Act 1: - Customers make
Prologue reservations through the
and online website or hotline to
Introductory ensure their places. The staff
Scenes will check if the table is fully
booked or not, then they will
save the customer's name and
the reservation time into the
system.
- The customer will then go to
the dining area, and confirm
the table number and guest's
name at the reception counter
After that, customers will go
to the luxurious lounge area,
the staff will serve some
drinks, provide herbal hand
washing bowls,... strong when
the staff checks the table one
last time.
- Next, the staff will lead the
customer to the table that the
customer has booked.
Act 2: - The staff will give the menu
Delivery of to the guests politely,
the core introduce the dishes, set
product menus to ask customers if they
have any allergies, and allow
customers to choose the
ingredients they like.
- Take notes of the dishes that
the customers have ordered.
- After that, the order will be
sent to the kitchen to make the
dishes.
- If the customer orders a
drink, the staff will bring it and
pour it for the customer.
Fail points W ( risk of excessive
wait)
- In case of many people - The remote
book their table at the same reservation system has
time frame, waiting for an error, and the staff
confirmation may be mistaken or
from the reception can be delayed.
time-consuming.
- The table is not
- The attitude and behavior guaranteed to be vacant,
of the staff is not good, so customers may have
confused or angry with to wait a long time.
customers when having
problems. - The number of
vehicles is high and
customers may have to
spend time to park it
elsewhere or farther
from the place to eat.
- The staff leads guests to - Customers may spend a
the wrong table they long time waiting for
booked in advance. staff to order, waiting for
their drinks and dishes
due to a large number of
-The order may have errors orders.
such as staff forgetting the
order, and getting the - It is possible that the
wrong item. estimated time of the first
customer's meal will
exceed the time of the
next customer, if the
number of guests is
large, there will not be
enough tables for the
next customer, causing
 the customer to wait.
-

Act 3:The - When dishes have been - Food quality is not - It is hard to avoid errors
drama brought to the table, the staff guaranteed due to some in the process of
concludes will serve customers the best problems in the kitchen. receiving orders, the staff
they can. Worst of all, customers may bring the wrong dish
report discovering strange and customers have to
- Finally, when the customer things in their meals. wait to change the dish.
has finished eating and want to
pay for the meal, usually many - Staff carrying food has - Customers have to wait
of the customer's expectations not been ready, spilled. when using other
will be mentioned in the services: toilets, ....
following factors: - Each person has a
different taste in food, and - The payment process
- Clear payment invoices, it is impossible to control may take a long time.
ensuring accuracy from the quality of the dish at
cashiers, politely delivered by each branch.
staff at the fastest time to
avoid waiting for customers. - In the Bill stage: the
number of items in the
- Thank customers sincerely, invoice can be mistaken or
resend the card (when the delayed.
customer pays by Customers
may use the toilet afterward so - Toilets are not checked,
the toilet must always be full and cleaned regularly.
of paper and clean
- Problems when paying via
card and problems in the
guest car park.
Picture : Act 1 Prologue and Introductory Scenes
 Act 2 Delivery of the core product

Act3 The drama concludes

Customers can ask to add or remove some ingredients in the dish for example when they
want to add cheese or when they ask not to take tomatoes, onions…
- Identifies and views the major dimensions of a service environment holistically
- Internal customer and employee responses can be divided into cognitive, emotional, and
psychological responses, which result in overt behavioral responses to the environment.
- The ability of each individual dimension to fit together with everything else is crucial to
effective design.
For Pizza 4P, feelings during service encounters are an important driver of customer loyalty:
a. The 4P's create a pleasant environment in their approach:
- Dishes with unusual ingredient combinations not found in pizza
- A distinct flavor combination that is not at all strange.
- There are additional side dishes to enhance the flavor and deliciousness.
- The feeling of eating well with friends makes me feel more comfortable
- Regrettably, there are still many delicious dishes that have not been consumed, so next
time will return with more friends, willing to spend more money to eat the old dishes
and try new dishes.
- To satisfy customers in the high-end segment, space and service must be prioritized.
b. 4P's Social interaction between customers and employees:
- The staff is always smiling and friendly to customers, and they are well-trained in how
to better serve and care for them.
- Staff remind customers of their booking time of 20-25 minutes, take them to their table,
say goodbye, and thank them when finished.
- Assist staff in organizing events (birthdays, anniversaries, etc.) for customers...).
- The staff will gladly give you advice on which dishes to order.
- Even when he is busy, the employee always smiles to answer customers, the employee
observes customers subtly, and the employee responds quickly when customers have
problems.

- Cognitive: They develop confidence in the quality of dishes with fresh ingredients.
Everything in the dish is carefully, professionally and delicately made to suit the taste
of even the most demanding customers.
 - Emotional: Customers feel comfortable and relaxed with the surrounding environment.
They feel stimulated when sitting and watching pizza being created directly and the
feeling of waiting to enjoy it.
- Psychological: The warmth and friendliness of the staff make customers comfortable
and easy to make requests.

a. Ambient conditions:
Music: Soft instrumental music creates a pleasant atmosphere.
Temperature: The temperature in the restaurant is not too cold which create comfort for guests.
Noise: 4P’s restaurants are usually separate space away from the noise outside and the hustle
and bustle of the urban area. This has created a tranquil and relaxing space.
Scent: There is a slight aroma from the dish when brought out.
Color: Although there are many branches, 4P's branches are always dominant with the natural
wood design combined with light brown and light yellow tones, creating a friendly, bright
space.

Pizza 4P’s restaurant colour

b.Space/Function
Layout: The restaurants are designed with wooden grids to create an extremely airy feeling
without being occult. The kitchen area of the pizza restaurant is also designed in an open and
extremely large way. Customers can observe the pizza-making process.
Interior: High-quality sofa sets, iron material next to natural wood material prove the high-class
luxury, do not create uncomfortable feelings.
 Pizza 4P's Layout and Interior

c. Signs, Symbols, and Artifacts

Decoration style: The restaurant uses gray wall color for the dining area and indigo for the
bar, which are favorite colors in both Vietnamese and Japanese cultures. This design brings a
sense of closeness to customers while still keeping the spirit of a Western restaurant - a pizza
restaurant.
Signboard: 4P's Logo is usually placed inside the restaurant with warm yellow lights as
shown below.
 Pizza 4P’s signboard

The service quality at Pizza 4P is excellent. However, to attract upper-class customers,

service employees must do more than that.

Pizza 4P's has to create a service scenario that focuses on the "details," and the crew must be
observant to capture the customer's psyche from the moment they enter the restaurant until
they leave. Supporting clients with the tiniest items like hair bands, wet wipes to clean phone
screens, bags for personal possessions, aprons, and so on, even if they don't ask for it, will
make a lasting impact in their minds. This demonstrates the staff's concern and enthusiasm
for its customers.

In addition, staff with health knowledge will more easily help customers choose dishes.
Instead of just recommending the dishes that Pizza 4P's has, the staff can ask about the
customer's health status or diet and then recommend reasonable pizzas.

The benefit of having fewer branches is that easier to manage. Currently, each Pizza 4P's
restaurant has its own website, which assists customers in better understanding that restaurant
through information and photographs on the web, resulting in fewer ordering and creating
table problems, making it easy for the staff to serve their customers.

Pizza 4P's has made great efforts to establish a comfortable working environment for its
employees so that they do not have "phony customer service smiles" or the ambiance is too
quiet and too "employee-customer"
Customers are crucial in the F&B service industry, but employees are equally important
contributors to success.
Hire the Right People
Enable Your People
Empower the Frontline
Motivate and Energize
People
Pizza 4P's must have the following to be able to hire
competent employees:
-Competitive wage, bonus.
- Attractive perks: health care packages, exclusive
promotions for Pizza 4P's employees.
Pizza 4P's has a "From farm to table" concept, which
means that employees are not only taught professional
skills but also can tour and practice at the restaurant's
agricultural farms. This will assist personnel in better
understanding the food production process as well as the
challenges of growing clean veggies, allowing them to
appreciate food more, reduce food waste, and explain to
other diners about the dish's components.
In emergency situations, employees should be
empowered to improvise, such as:
-Customers have health problems.
- Conflict situations.
-Customers with small children make noise.
-Customers carry heavy…
To make employees excited about their job, Pizza 4P's
must:
- Valuing, encouraging, and appreciating the new ideas
and efforts of employees.
- Salary is worthy of work productivity and reward for
good work.
-Extra-curricular activities to connect "employees-
employees" and "employees-boss"….
 đổi mới/cải tiến
product
price Especially when targeting
more mid-range to high-end
and high-end customers.
Customers coming to Pizza
4P's not only want delicious
and safe products but also
accompanying services of a
certain value and create
higher value for the high
segment.
place Improving both direct and
online distribution channels:
remote table booking
service, arranging more
waiting rooms and parking
spaces, developing a web
channel with the function of
recording product making,
fast shipping 24/7 with
offers and promotions, new
potential locations….
promotion Organize more campaigns
that enhance customer
experience and create trend
that influences the public.
Focusing more on Sales
Promotion.
process Improve service quality and
avoid fail points such as
reservation errors, narrow
parking spaces, long waiting
time,...
physical Recognizes and views of the
major dimensions of a
service environment, and
giữ nguyên
Pizza 4P’s chooses the
following main pricing
strategy: Pricing on the basis
of worth (Customer-based
pricing)
Pizza 4P’s brand is well-
known in the market, it can
command a slightly higher
price than competitors.
Maintain effective marketing
on the website, and continue
to cooperate with Ahamove
and Momo.
Maintain the business
philosophy by continuing
current promotional
activities in advertising, and
public relations.
Maintain staff training and
professionalize the process
of service.
4P’s design is combined
with simplicity and
contemporary design which
 emotions during service creates an impression to
encounters are an important guests.
drivers of customer loyalty,
with a focus on the high-end
customer segment.

people The fact that employee pay The recruitment process,

more attention to "details", training or working
support customers even environment at Pizza 4P's
when they don't receive the are all very good
request, let customers,
especially the upper class,
really feel like "god" when
experiencing at Pizza 4P's.

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