TRNG CAO NG KINH T I NGOI Khoa Qun tr kinh doanh ---o0o---
TIU LUN MARKETING CN BN TI
CNG TY PIZZA HUT THUC TP ON YUM!
Marketing cn bn
Thnh vin:1. Nghin cu th trng - L c Huy - ng Th Hu - Trn Th Hng
Lam - T Ngc Linh - Nguyn Th Loan 2. Chin lc sn phm - Nguyn Xun Linh
- Nguyn Th V Hng - V Th Minh Tin - Trn L Li 3. Chin lc gi - inh Th
Xun Thy - L Th Ngc Thy - Phan Xun Thnh - Thn c Vin - Nguyn Phan Anh
Tun 4. Chin lc phn phi - Nguyn Th Dim Phng - Lm Th Cm T - Trn Minh
Tun - V Vn Ln - Qy Gia Hong - Nguyn Duyn Ngc 5. Chin lc xc tin - on
Hip - Nguyn Th Ngc L - L Th Ha My - Nguyn Ngc Khi
2/33
Nhm C2 QT13CI. Gii thiu chung v cng ty Pizza hut Pizza Hut c
thnh lp nm 1958 bi anh em Dan v Frank Carney ti Wichita, Kansas .
Khi mt ngi bn ngh m mt tim pizza, h ng rng cc tng c th chng minh
thnh cng, v h vay mn $ 600 t m ca h bt u . Mt doanh nghip vi cc i
tc John Bender cho thu mt ta nh nh ti 503 Nam Bluff Wichita trung
tm thnh ph v mua sm thit b c lm pizza, Carneys v Bender m nh hng
"Pizza Hut"; vo m khai mc, h cho pizza i khuyn khch s quan tm ca
cng ng .Cc nh hng c m ra, vi vic m n v u tin nhng quyn thng mi vo
nm 1959 ti Topeka, Kansas. Cc Pizza Hut ban u xy dng sau ny c chuyn
n cc trng i hc bang Wichita. Dan v Frank Carney sm quyt nh rng h cn
phi c mt hnh nh tt tiu chun. 2 anh em lin lc vi kin trc s Richard
D. Burke, ngi thit k hnh dng c bit gac sat mi nh v b tr chun ha, vi
hy vng cnh tranh vi Pizza Shakey', mt chui c m rng trn b bin pha
ty. n nm 1972, vi 314 ca hng trn ton quc, Pizza Hut cng khai trn
chng khon New York di k hiu m c phiu chng khon NYSE: PIZ. Nm 1978,
Pizza Hut c mua li bi Pepsico- sau ny cng mua KFC v Taco Bell. Nm
1997, ba chui nh hng c tch ra thnh Tricon, v vo nm 2001 cng vi Long
John Silver v Nh hng A & W tr thnh Thng hiu Yum!. Cc hot ng lin
tc lu i nht Pizza Hut trn th gii l Manhattan, Kansas, trong mt khu
mua sm v qun ru c gi l Aggieville gn i hc Kansas State . T 1987 c
trung bnh 1 tun li c 1 ca hng ra i . Tp on Pizza Hut hin s hu chui
nh hng pizza ln nht ton cu; c mt hn 100 quc gia. Vit Nam, chui nh
hng Pizza Hut c u t bi hai cng ty: IFB Holdings (VitNam), chuyn gia
trong lnh vc nh hng v Jardine Restaurant Group (Hng Kng), tp on c
kinh nghim trong vic xy dng v iu hnh Pizza Hut ti i Loan v Hng Kng.
Thng 8/ 2007 Pizza Hut c mt ti Vit Nam v tnh n nay c 9 ca hng ti tp
H Ch Minh, 2 ca hng ti H Ni v 1 ca hng ng Nai. PIZZA HUT DIAMOND
PLAZA Lu 4, 34 L Dun, Qun 1, TP.HCM Tel: +84.8 3824 2856 PIZZA HUT
L THNH TN 19 L Thnh Tn, Qun 1, TP.HCM Tel: +84.8 3824 3718 PIZZA
HUT BIG C H NI 222 Trn Duy Hng, Qun Cu Giy, H Ni Tel: +84.4 3783
34723/33
Marketing cn bnPIZZA HUT E.TOWN 364 Cng Ha, Qun Tn Bnh, TP.HCM
Tel: +84.8 3813 0602 PIZZA HUT BIG C NG NAI, Tp.Bin Ha, ng Nai.
Tel: +84.6 1882 6067 PIZZA HUT CT PLAZA Building, 60A Trng Sn, Qun
Tn Bnh, TP.HCM Tel: +84.8 6297 1925 PIZZA HUT NGUYN TRI 264-266
Nguyn Tri, Qun 5, TP.HCM Tel: +84.8 3924 5272 PIZZA HUT NOW ZONE lu
4, 235 Nguyn Vn C, Qun 1, TP.HCM Tel: +84.8 3833 3661 PIZZA HUT
LOTTEMART 469 Nguyn Hu Th, Qun 7, TP.HCM Tel: +84.8 3775 2841 PIZZA
HUT VINCOM CITI TOWERS Lu 5, 191 B Triu. Qun Hai B Trng, H Ni Tel:
+(04) 3974 8342 PIZZA HUT MAXIMARK CNG HA 15 - 17 Cng Ha, Qun Tn
Bnh, Tp.HCM Tel: +84 8 39487100 PIZZAHUT MAXIMARK 3/2 Lu 3,3 ng3/2,
Qun 10, TP.HCM Tel: +84.8. 3929 3974 Biu tng:
4/33
Nhm C2 QT13CII. Cng tc nghin cu th trng 1. Cc yu t nh hng n hnh
vi ca ngi tiu dng. Yu t vn ha: Vn ha phng ng v phng Ty khc nhau c
nh hng n hnh vi ca ngi tiu dng, li sng khc nhau ( M v Chu u thi
gian vo v ra khi tim n nhanh ch khong 5 10 pht th Vit Nam vo ra
trong 30 pht th c gi lqu nhanh. ) Yu t x hi: Tc ng do ngi ca cng
chng em li: Nam ca s din vin Bi-rain c chn l ngi mu qung co c quyn
cho nhn hiu Pizza Hut. (Rain c tp ch Time chn vo danh sch "Top 100
ngi c tm nh hng nht th gii" nm 2006) Yu t c nhn: + Tui tc: Mi la
tui nhng a s l gii tr. + Ngh nghip: nhn vin vn phng, hc sinh sinh
vin, + Hon cnh kinh t: gia nh c iu kin, ngi c thu nhp trung bnh -
kh. + Phong cch sng: hin i, thch i mi, thch thng thc Yu t tm l: +
ng c: chu s tc ng ca bn b v ng nghip, mun chng t mnh & th hin
ng cp, s thch c nhn hay mun thng thc Pizza. + Kin thc: Bit r v thng
hiu, sn phm Pizza. +Nim tin: Thng hiu Pizza Hut ni ting trn Th gii,
c t lu nm 2. Cc tiu thc phn khc th trng. Pizza Hut s dng nhiu tiu
thc phn khc th trng khc nhau, bao gm:-
-
-
Phn on theo khu vc a l: Tp trung Thnh ph ln: Pizza Hut mi ch c
TP. H CH Minh, H Ni, ng Nai Phn on theo c im x hi hc: + Tui tc: ch
yu l gii tr + Qui m h gia nh: h gia nh nh, c li sng theo phong cch
Ty. + Thu nhp: c thu nhp trung bnh-kh. +Ngh nghip: nhn vin vn phng,
hc sinh sinh vin, nhng ngi c cng vic n nh.5/33
-
Marketing cn bnPhn on theo tm l: a s ngi n Pizza Hut l gii tr, m
gii tr lun mun chng t mnh, mun th hin ng cp. Ngoi ra, Pizza Hut cn
l ni l tng cc bn tr giao lu tr chuyn ch khng n thun l thng thc. Phn
on theo hnh vi: + Nhng ngi yu thch hi sn, mun thng thc sn phm mi c
gi tr. + L ni hp mt, gp g, giao lu tr chuyn ca gii tr + Khng gian
ca Pizza Hut mang li cm gic m cng L ni hp mt gia nh l tng.3. Th
trng mc tiu.
-
khch hng mc tiu: Ngi c thu nhp kh tr ln. Nhn vin vn phng Gii tr
a. Khch hng a s l gii tr. ng l i vi nhng ngi c thu nhp khng cao v a
s sinh vin th Pizza Hut l 1 mn n xa x. Nhng i vi nhng ngi rng rnh
tin v thch n Pizza th Hut l mt thng hiu khng th no khng th. Gii tr
l nhng ngi rt bit thng thc v cng l nhng ngi mun chng t mnh, mun th
hin ng cp nn khch hng ca Pizza Hut a s l gii tr. Ngoi ra nh hng
Pizza Hut mang li cm gic m cng, thoi mi, thit k lch s m vn tr trung
l ni ph hp cho gii tr gp g giao lu tr chuyn. Trong thc n ca Pizza
Hut cng c nhiu phn gim gi ph hp vi hc sinh, sinh vin. b. i th Cc
cng ty cng kinh doanh v lnh vc m thc gm c: Pizza Inn, Pizza Monaco,
Pizza Roma So snh gia Pizza Hut v Pizza Inn:
4. nh v sn phm.
6/33
Nhm C2 QT13C
-
Cc tr s thng cc v tr d tm hoc ln nh Parkson, L Thnh Tn, Diamond
Plaza.Khng gian to s m cng, thoi mi, tr trung ph hp cho t tp bn b,
hp mt gia nh Ngon nhng mn lin quan n hi sn. Giao hng ty khu vc. Bt
bnh c v bi & thm. Lp bt lun nng gin bn ngoi nhng bn trong vn gi
c s mm mn. C thc n phong ph cho khch hng c nhiu s la chn: 8 loi
Pizza v Pizza BBQ, m , cm, salad, cc mn khai v
-
C s nh hn, khng honh trng nh Pizza Hut.
-
-
Ngon nhng mn lin quan n tht. Phong cch phc v theo kiu Hn Quc-
giao hng tn ni. Bt bnh khng ngon bng, bnh hi cng.
-
-
-
Thc n ngho nn ch c Pizza v m .
7/33
Marketing cn bn
c. Li th cnh tranh ca Pizza Hut vi cc i th
c.1. Khc bit v sn phm: + C bnh vin ph mai & vin xc xch.
+ Pizza Hut c lp bt nng bn ngoi nhng bn trong vn gi c s mm mn, v
bnh xp hn cc loi Pizza khc, bt bnh ca Pizza Hut c v bi v thm, Pizza
Hut c thc n phong ph cho khch hng c nhiu s la chn. ( Pizza Inn em
li cho khch hng cm gic bo, nhanh ngn, bt bnh khng thm bng Pizza
Hut, thc n ngho nn ch c Pizza v m ) c.2. Khc bit v dch v: +Ti Vit
Nam Piza Hut khng c dch v giao hng tn ni b li Pizza Hut c khng gian
ngi rng ri. Cn Pizza Inn th mang phong cch Hn Quc nhng khng gian
Inn kh cht, khng thong cho lm- khng ph hp cho vic t tp bn b. + Cc
tr s ca Pizza Hut thng nm trung tm thnh ph, ni c v tr d tm
nh:Parkson, L Thnh Tn, Diamond Plaza. c.3. Khc bit v hnh nh: + Biu
tng: Hnh ci lu. + Khu hiu: Share a slice of life. + Mu sc: Gam mu
en dc trng ca nh hng. + Cc s kin: Nhn dp khai trng nh hng mi ca
Pizza Hut ng L Thnh Tn, Qun 1, TP. H Ch Minh, nh hng lm chic bnh
Pizza c ng knh 84cm, nng gn 7kg, do 2 u bp ca Pizza Hut to ra, c
Trung tm Vietbooks trao chng nhn k lc Vit Nam. 25/8/2008 thng hiu
Pizza Hut t chc l k nim 1 nm c mt ti Vit Nam. Trong bui l ny, cng
ty Pizza Hut ( Vit Nam ) trao tng s
8/33
Nhm C2 QT13Ctin 16 triu ng cho Hi t thin tr em Si Gn v Trng
nghip v nh hng cho tr em ng ph. 17/9/2010: Pizza Hut Vit Nam gii
thiu l hi cc mn n Italy, trong c Pesto Meatballs Pizza c bit vi hng
v Pesto v tht vin. PIZZA HUT khuyn mi mng Quc t thiu nhi 1/6 tng 1
ly kem cho cc em thiu nhi n Pizza Hut t 29/5/2010 n 1/6/2010 Vy inh
Long Viet Nguyen Khoai Kem Nguyn Linh Phng a ch cho TEEN - PIZZA
VIN PH MAI
T ngy 7/6/2010 n ngy 16/7/2010 PIzza Hut t chc chng trnh " Thm c
st,thm nim vui " vi mt chng trnh cc k hp dn : Bnh Pepperoni Aloha c
trung + chai pepsi 1,5 lt = 89,000 vnd hoc Bnh Pizza Sausage Onion
c nh + Ly Pepsi = 29,000 vnd.Cng Pizza Hut ,cng xem bng vi ngi thn
bn nh !!!...
9/33
Marketing cn bn T ngy 19/7-19/9 Khch hng mua 2 chai tng t
Tabasco,in y
thng tin, ri mang 2 phiu ny km vi ha n siu th n h thng Pizza Hut
s c tng mt bnh Pizza Fishermens Favorite loi PPP min ph v gim 15%
cho mt mn m bt k no gi thm.Hy nhanh chn ln bn nh!!!!!!! a im mua
tng t Tabasco : Saigon (BigC, Metro, Lotte, Citimart, Maximart, An
Phu Supermar)+ Hanoi(Big C, Metro, Fivimart, Intimex, Citimart)
Mng ngy Quc Khnh hy n Pizza Hut thng thc Pizza vin ph mai &
thu thp phiu tnh tin i ly v xem phim " Bit i nh Thu " rt hp dn v
honh trng hoc mang bt k phiu xem phim no ca rp BHD Star v rp Thng
Long n vi Pizza Hut 3/2( lu 3 siu thi Maxi MarK 3/2 ) s c gin gi
15% trong thc n chnh ngay Nhanh chn ln cc bn i !!!!
Ngoi cc im khc bit Pizza Hut cn c cc li th: - u th ca ngi n trc:
l danh ting
10/33
Nhm C2 QT13CPizza Hut l thng hiu ni ting ton cu. Tuy mi xut hin
Vit Nam cha lu nhng n c ch ng trn th trng. Nhiu khch hng n nh hng
Pizza Hut thm ch h khng phi l ngi thch n Pizza. Bit n Pizza Hut bi
h thng xuyn i qua cc ca hng ca Pizza Hut, nhn qu tng, Do Pizza Hut
c li th danh ting so vi cc cng ty khc. - u th quy m: l mua thc phm
( cung cp mt loi bt m cht lng tuyt ho trng t o Ship ( Hy Lp ) cng
cc nguyn vt liu, gia v thng nht ). - u th do kinh nghim: Bt u t nm
1958 v tr thnh mt thng hiu ni ting ton cu.Do khi bt u hot ng Vit
Nam Pizza Hut c c li th kinh nghim hn cc i th nh. - u th v mi quan
h qua li: Pizza Hut c mi quan h vi h thng cc thnh vin khc ca Trican
Global Restaurants nh KFC v Taco Bell gip cng ty c th nng tm nh hng
ca mnh i vi cc cng ty khc khi cng thc hin mt chin dch qung co cng
cc thnh vin ny. d. Chin lc nh v: Nh hng Pizza Hut nh v da vo thuc
tnh ca sn phm: nh vo tm l v ti tin ca khch hng: Ch vi 39.000 n vi
Pizza Hut bn c th thng thc mn n xa x ny ti nh hng: ngon, sch s, ngi
my lnh. 39.000/phn gm 1 bnh Pizza, 1 ly Pepsi hoc 7up, 1 chn soup
hoc Salach trn hay bnh m ti (ch c Pizza Hut mi c )
11/33
Marketing cn bnIII. Chin lc sn phm 1. Cc cp ca sn phm: - Ct li
sn phm: Hp khu v ca ngi tiu dng - Sn phm c th: Bnh c to t cc nguyn
liu truyn thng c trng (l Oregano kh, du Oliu, gia v pepperoni), bnh
dy. - Sn phm tng thm: Cung cp nng lng, cht dinh dng cho c th. 2.
Phn loi sn phm: Pizza l mt hng ty hng. Ca hng Pizza hut thng c t ti
cc trung tm mua sm v cc tuyn ng quan trng trong thnh ph thu ht ngi
tiu dng. 3. Nhn hiu sn phm: - Tn gi nhn hiu: Pizza hut c vit cch
iu. - Biu tng nhn: mi nh mu . - c trng nhn hiu: d c, d nh, c 2 mu c
trng l v en. 4. Thit k bao b sn phm: - Bao b tip xc: hp giy ty thuc
kch thc bnh gip cch li bnh vi mi trng ngoi. Trn hp c hnh nh minh ha
cho sn phm, thng tin khch hng v thng tin ca hng.
Mt sau Mt trcBao b ngoi: bao ni-lon trng,dy c biu tng Pizza hut.
To s tin tng cho khch hng v tnh v sinh ca bnh. 5. Cc giai an pht
trin sn phm mi Trong 10 nm qua, Pizza Hut to dng c mt k lc n tng
trong vic pht trin v sn xut sn phm mi cng vi vic a ra nhng nhn thc
mi. Nm 1995, Pizza hut ra mt Stuffed Crust nhm p ng thi quen cha li
phn bnh gia ca tr bng cch cho ph mai vo phn v bnh gia n trng hp dn
hn. Nm 1997, Pizza Hut gii thiu The Sicilian, hng v c in; Hai nm
sau l mn The Italian loi pizza mng v nh c nho bng tay. -
12/33
Nhm C2 QT13C Thng 4-2000, Pizza hut cho ra i The Edge - loi
pizza khng c v cng, c ph nhn kn c vnh v mt nm sau hnh thnh nn
Twisted Crust. The Quad c gii thiu vo thng 5-2000, vi 4 loi nhn ph
bn ming bnh, rt d chia. Hai nm sau mt loi pizza mi gi l 4for All c
ra mt vi 4 ming pizza ring bit trong mt ci pizza ln l 4 v
Margherita, Chicken Supreme, Pepperoni v Vegetable Supreme. (Mt
phin bn mi ca Pizza Hut, tn l Pizza Mia c gii thiu vo 2007. Sn phm
ny l nhm vo phn khc ngi tiu dng nhy cm vi gi v c gi tng t nh
Dominos pizza - ni m mi pizza c gi nm la nu mua vi s lng ln hn ba.
Trong khi , mt Pizza Hut c trung bnh, pizza "Hand-Tossed" vi gi quc
t $ 10,24 (Dallas, Texas 1/1/2009). Cc Pizza Mia ch c mt kch thc
(trung bnh) v nu khch hng mun nhiu bnh th thm t $ 1,25 n $ 1,49).
Thng 8 2009, Pizza Hut gii thiu Pan pizza (pizza dy) vi phn bt cho
cm gic mm mn bn trong nhng gin cng bn ngoi v c ph hai lp ph mai
mozzarella tuyt ho. Mi y Pizza Hut va cho ra mt loi pizza vin ph
mai, to s hng khi v gic, khm ph iu mi l t bn trong vin bnh.
Pizza Stuffed Crust
Pizza The Sicilian
Pizza The Edge
13/33
Marketing cn bn
Pizza The Italian
Pizza Twisted Crust
Pizza Mia
Pizza 4for All
Pan Pizza
Pizza The Quad
Pizza Vin Ph Mai14/33
Pizza Natural
Nhm C2 QT13C6. Chu k sng ca sn phm Nm 1985 Pizza Hut gii thiu
Priazzo, bao gm Priazzo Milano, mt s pha trn ca xc xch , pepperoni,
tht b, tht ln nhi, pho mt mozzarella v cheddar, tht xng khi; v
Priazzo Roma, nhi vi pepperoni, nm, xc xch , tht ln, hnh,
mozzarella v pho mt cheddar Nhng chic bnh vi lp v gp i th ng u vi
mt lp nc st c chua v pho mt tan chy. Cc Priazzo c gii thiu bi mt
chin dch qung co $ 15.000.000, nhng tn qu nhiu lao ng v c g b khi
thc n nhiu nm sau . Pizza "The Natural" ca Pizza Hut c to ra v bn
Seattle, Denver, v Dallasvo 09 thng 5 nm 2008, l sn phm mi c lm t
thin nhin vi lp v cha mt ong, nc st ca c chua hu c v pho mt (hoc xc
xch g rang t ). Pizza "The Natural" c ng u vi gi bn $ 9,99. N c
qung co bi mt chin dch qung co ton quc. Pizza "The Natural" c chm
dt vo ngy 27 thng mi 2009 ti th trng Dallas. 7. Chin lc sn phm
Kch thc tp hp sn phm ca pizza hut: Chiu rng danh mc sn phm: c
nhiu loi sn phm, a dng v phong ph Mn khai v (appetizers) Bnh pizza
Soup v salat Sandwiches M v cm15/33
Marketing cn bn ung Trng ming Chiu di danh muc sn phm: Mn khai
v: Bnh m b ti ph ph mai Bnh m b ti nng gin Xc xch chm st c chua c
bit Khoai ty chin Tm cun si khoai ty chin chm vi st Tartar Cnh g
chin ( tuyt vi hn khi dng vi 4 v st: c ri, tiu en, Cajin, BBQ) Mc
tm bt chin vng dng km vi st tartar C hi cun tm, ch gi tm v c hi cun
chin dng vi nc st mayonnaise t v m tc Cnh g chin, mc khoanh tm bt
chin vng v khoai ty chin. Dng vi st Tartar Bnh pizza: Supreme
Supreme meat lover Chicken supreme Shrimp Campi Chicken currry
Seafood pesto Seafood curry Chicken black pepper Seafood black
pepper Family Lover Hawaiian Paradise Pepperoni lover Fishermens
Favorite Veggie delight Cheese Lover Soup v salad: Sp hi sn ph bnh
nng Sp kem sa vi tht g v ht ng Sp tht v rau c kiu Salad trn kiu Nga
Salad trn st Thousand Island Salad, tht g trn st Caesar v ph mai
parmesan Salad hi sn trn st Wasabi Caesar Sandwiches
Tunamelt16/33
Nhm C2 QT13C Seafood submarine Garlic sausage sandwiches M v cm:
M tht vin trn st c chua M Hi sn trn st c chua M si dp trn tht gim
bng v st Carbonara M xo tm ti v u ty M hi sn trn vi tm, mc c, hnh
ty, t chung, c rt, nc st c ri dng vi mt lt Bnh m b ti M si dp trn
vi nc st tiu en v tm, mc c, u ty, nm rm v t chung xanh M si dp trn
nc st c ri, u ty, nm rm, t chung, ph vi tht g nng v mt lt bnh m b
ti Cm trn b ti vi cnh g BBQ Cm trn b ti vi tht g nng, salad, bp ht,
c chua v st Trng ming v ung: Kem, tri cy v nc gii kht Chiu su danh
mc sn phm: Pizza: Supreme: Pizza ph tht b, xc xch, nm rm v hnh ty
Supreme meat lover: Pizza giu Protein vi tht mui, tht b, gim bng,
xc xch Chicken supreme: Pizza vi 3 loi tht g, t chung, hnh ty, nm
rm Shrimp Campi: Pizza vi tm, nm rm, hnh ty, t ph st nng b ti v ph
mai Mozzarella Chicken currry: Pizza g vi tht g, c rt, hnh ty, nm
rm, t chung ph vi nc st c ri v ph mai Mozzarella Seafood pesto:
Pizza hi sn vi st Pesto v pho mai Seafood curry: Pizza c ri hi sn
tm c ri, mc c, da, c chua ti ph vi nc st c ri v ph mai Mozzarella.
Trang tr vi ng ty Chicken black pepper: Pizza vi tht g nng, xc xch
g v nm rm, hnh ty v t chung ph vi st tiu en v ph mai Mozzarella
Seafood black pepper: Pizza hi sn tm, mc, tht cua, da, ph vi nc st
tiu en Family Lover: Pizza vi tht g, cua, t chung, da v ph mai
Mozzarella Hawaiian Paradise: Pizza ph gim bng v da Pepperoni
lover: Pizza ph xc xch nng Fishermens Favorite: Pizza c ng, cua,
hnh ty, da, vi st Thousand Island v ph mai Mozzarella Veggie
delight: Pizza rau c - t chung,nm rm, hnh ty, da, ph mai Mozzarella
Cheese Lover: Bnh pizza ph mai Sandwiches:
17/33
Marketing cn bnTunamelt: Bnh m Nng ph c ng, nm rm, c chua, hnh
ty trn st pesto mayonnaise v ph mai. Dng vi khoai ty chin Seafood
submarine: Bnh m nng ph vi tm, tht cua dng vi khoai ty chin Garlic
sausage sandwiches: Bnh m nng ph vi xc xch ti, st mayonnaise v tng
t dng vi khoai ty chin Trng ming: Tri cy da ( tri cy theo ma) Kem:
Kem t chn: socola,du ty, goldstrike hoc Gumdrop Chocolate mania: 2
vin kem awesome socola trn bnh quy qu v ph vi kem sa, st socola cng
bnh qu Gold mine: Mt vin kem goldstrike, 1 vin kem Gumdrop ph st
socola v kem sa Ni dung chin lc sn phm: Nng cao cht lng ca sn phm,
to ra nhng sn phm ph hp vi thi hiu ca ngi tiu dng, va ngon, va b
dng v va tit kim. Vi nhng sut n t chn, cho khch hng mt ba n ngon,
to cm gic thoi mi v hi lng.
Chin dch marketing "pass it around" ca Pizza Hut London Pizza
Hut ang tin hnh mt chin dch marketing k thut s vi trng tm l mn th
thao bng vi tn gi Chuyn bng (pass it around), vi mc tiu nhm tng
doanh thu bn hng qua dch v giao hng trong mua bng World Cup h 2006.
Chin lc ny s dng th trc tip v cc cng c k thut s, c to ra bi Elvis,
ang mun hng ngi dng n mt trang web mini dnh ring cho mc ch ny. Khi
vo trang web ny, thng qua cc kt ni ca Facebook, ngi dng s tham gia
mt tr chi banh trc tuyn vi c hi ginh c nhiu gii thng. Cc gii thng
ny gm c mt tivi Samsung LCD 40, cc a Blu-ray, tay cm chi game
Playstation 3, v cc a game banh, d nhin l cng vi mt ci t lnh y nc
ngt Pepsi v bnh pizza.
18/33
Nhm C2 QT13C
Hng truyn thng ny khng nh chin dch ny l mt cch tip cn mi ca thng
hiu Pizza Hut, v n dng nhng tm nh th hin phong cch sng c nhn kt ni
vi khch hng trn mt phng din mang nhiu tnh cm xc hn. Pizza Hut cng
ang nh tung ra mt lot nhng sn phm mi, nh l Pizza Footie Feast v
Loaded Potato Skin v pizza kp khoai ty, v chin dch ny mun khuyn
khch khch hng dng th nhng sn phm mi ny.19/33
Marketing cn bnIV. Chin lc gi 1. Phng php nh gi Sn phm Pizza Hut
c nh gi bng cch cng thm vo chi ph - Tin nguyn vt liu - Tin thu :
10% - Tin ph phc v: 5% 2. Chin lc gi - Bnh Pizza c 2 dng: * Supreme
Ln Va Nh Bnh mng: 195,000vn/ci 129,000vn/ci Bnh dy: 195,000vn/ci
129,000vn/ci 79,000vn/ci *Family favorites Ln Bnh mng: 185,000vn/ci
Bnh dy; 185,000vn/ci Menu pizza: Chicken Supreme Pizza 3 loi tht g,
t chung, hnh ty v nm rm. Va 119,000vn/ci 119,000vn/ci Nh
69,000vn/ci
Country Delight Pizza ph gim bng, tht heo, nm rm v da .
Family Lover Pizza vi tht g BBQ, cua, t chung v da.
Fishermens Favorite Pizza c ng, cua, hnh ty, da v t chung vi st
Thousand island.
20/33
Nhm C2 QT13CHawaiian Paradise Pizza ph hai lp gim bng v da ti
Ocean Tuna Tm, c ng, nm, hnh, capsicums v pinapples ng u vi
Mozzerella pho mt.
Pepperoni Lover Pizza ph 2 lp xc xch nng.
Supreme Meatlovers Pizza giu protien vi tht mui, tht b, gim bng,
xc xch v tht heo.
Supreme Seafood Pesto Pizza hi sn st pesto v ph mai .
Shrimp Scampi Tm ucculent vi nm, hnh ty v t chung trong nc st b
ti, rau mi ty vi pho mt. Supreme
21/33
Marketing cn bnPizza ph su lp - Tht b, Pepperoni, tht heo, t
chung, nm rm v hnh ty.
Veggie Delight Pizza rau c - t chung, nm rm, hnh ty, da v hai lp
ph mai mozzarella.
Cc sn phm khc: * Cm v m: Fettucine Carbonara M si dp trn tht gim
bng v st kem sa ph ph mai. 69,000vn/phn
Garlic Shrimps Ala Olio Spaghetti M xo tm ti v u ty
49,000vn/phn
Seafood Spaghetti Marinara M hi sn trn st c chua.
79,000vn/phn
Spaghetti Bolognese with Meatballs
22/33
Nhm C2 QT13CM tht vin trn st c chua 79,000vn/phn
Cheese Baked Rice with Chicken. Cm trn st Carbonara t l vi tht
g, ph ph mai Mozzarella. 59,000vn/phn
BBQ Chicken Wings with Butter Rice Cm chin b ti vi cnh g BBQ t l
69,000vn/phn.
* Khai v: BBQ Chicken Wings Cnh g BBQ t l79,000vn/phn
Cocktail Sausages Xc xich chm st c chua c bit 49,000vn/phn
Combo Platter
23/33
Marketing cn bnBa mn khai v kt hp vi st c hoc st m tt th l.
99,000vn/phn (2-4 ngi)
Duluxe Platter Ba mn khai v c bit: Cnh g BBQ t l, khoang mc tm
bt chin vng v khoai ty chin. Dng vi st Tartar. 99,000vn/phn (2-4
ngi) Fried Onion Rings Khoanh hnh ty chin gin vi st m tt th l.
49,000vn/phn
Garlic Bread Bnh m b ti gin 25,000vn/phn
Calamari Mc tm bt chin vng km vi st Tartar 49,000vn/phn Crinkle
Cut Fries Khoai ty chin 49,000vn/phn
Potato Shrimp Tm cun si khoai ty chin chm vi st Tartar.
69,000vn/phn Tomato & Basil Bruschetta Bnh m nng ti phi c chua
ti 39,000vn/phn
24/33
Nhm C2 QT13C* Salad: Caesar Chicken Salad X lch, t chung, tht g
trn st Caesar v ph mai parmesan. 59,000vn/phn.
Cream of Chicken and Corn Soup Sp kem sa vi tht g v ht ng (bp).
39,000vn/phn
Minestrone Sp tht v rau c kiu 35,000vn/phn
Our House Salad X lch trn st Thousand Island. 49,000vn/phn
Russian Salad X lch trn kiu Nga 45,000vn/phn
25/33
Marketing cn bnSeafood Soup Sp hi sn ph bnh nng 45,000vn/phn
Sedfood Salad X lch hi sn trn st Wasabi Caesar. 59,000vn/phn *
Gii kht: Bia tiger Lon 30,000vn/phn heineken Lon 35,000vn/phn C ph
v Tr Cappuccino 35,000vn/phn Latte 35,000vn/phn Mocha 35,000vn/phn
Tr hng chanh 19,000vn/phn Tr hng o 19,000vn/phn
C ph Cafe Latte 35,000vn/phn Cappuccino 35,000vn/phn Freshly
Brewed 35,000vn/phn Expresso 35,000vn/phn Mocha 35,000vn/phn Fizzy
Delight Hng du 35,000vn/phn Kiwi 35,000vn/phn26/33
Nhm C2 QT13CPassion Fruit 35,000vn/phn
Milk Shakes S-c-la Vani Du
49,000vn/phn 49,000vn/phn 49,000vn/phn Nc ngt Pepsi ly:
19,000vn/phn Marinda Orange / Cam Marinda Sarsi / X x 7 Up Diet
Pepsi Smoothies Xoi Chui 39,000vn/phn 39,000vn/phn
Tr Tr nng Tr bc h Tr du
19,000vn/phn 19,000vn/phn 19,000vn/phn
3. Chin lc thay i gi - Chin lc iu chnh gi chit khu theo s lng
gim gi khi t phn party a) Party cho tui teen: 590,000vn ( phn 10
ngi) 2 bnh Pizza c ln ( mng hay dy) 4 phn khai v 10 phn nc t chn(
pepsi, 7up, aquafina) b) Party cho tui teen; 590,000vn( phn 10 ngi)
2 bnh Pizza c ln ( mng hay dy) 2 m ty chn 10 phn nc t chn( pepsi,
7up, aquafina) c) Party cho tr em: 490,000vn( phn 10 ngi) 5 bnh
pizza nh 5 phn khai v 10 phn nc ( ngoi ra cn c trang tr khi t
tic)27/33
Marketing cn bnNgoi ra theo i tng khch hng Khch quen vi nhn vin,
qun l : gim 20% Khch c th gim gi: gim 10%
V. Chin lc phn phi 1. Cu trc knh phn phi. - S dng knh phn phi
trc tip: sn phm sau khi c sn xut s c a trc tip n tay ngi tiu
dng.
Sn xut
Ngi tiu dng
Cc knh trc tip cng rt hu ch khi c mt lng ln ngi mua. Pizza hut s
dng 3 phng php khc nhau bn sn phm ca mnh trc tip trn th trng. Phng
php phn phi u tin ca Pizza hut l giao hng. Khch hng c th gi pizza
hut trc thi hn, t hng v n t hng c gi n khch hng l nh. Mt phng php
phn phi cho khch hng n cm tra. Khch hng c th n ca hng pizza hut gn
nht, t hng hoc l n ti nh hng. Mt trong nhng li th cnh tranh ln nht
ca Pizza hut l c s theo phong cch nh hng. Pizza hut cung cp mt ni
sch s thng thc nhiu loi pizza, salad v bnh m trong mt nim vui, khng
kh gia nh. Phng php tip theo ca nh phn phi l t hng trc tuyn. Khch
hng gi y c th t mua hng thng qua Internet. Phng php ny rt hu ch v n
cho php khch hng xem ton b Menu, ti v bt k phiu gim gi c bit v trt
t m khng cn phi tit l bt c s th tn dng no.
Sn xut
Ngi tiu dng
2. Chnh sch phn phi in hnh. Pizza hut s dng chnh sch phn phi c
quyn tc l ta ch c th mua sn phm pizza hut trong ca hng Pizza hut
,do pizza l mt mn n cao cp, lm t cc nguyn liu c bit, i hi dch v v k
thut cao; pizza c lm v bn trc tip cho khch hng, ch phc v mt s i tng
khch hng nht nh. VI. Chin lc xc tin 1)Qung co Bo ch: Cc chng trnh
mi c cng ty qung co trn cc bo Tui Tr, Thanh Nin, Si Gn Gii Phng; tp
ch 2!Sinh Vin, Hoa hc tr, Mc tm. Gn y nht l chng trnh Seafood
promotion c qung co trn bo Doanh nhn Si Gn Gii Phng.
28/33
Nhm C2 QT13CBo Doanh nhn Si Gn Gii Phng Th 2 X X x Th 4 Th 6 x
Ghi ch t bo t bo
Mng Internet: Website: www.pizzahut.com.vn Website bao gm ton b
cc chng trnh,thng tin,sn phm v Pizza Hut.Ngoi ra cn gii thiu v ngun
gc, lch s ca Cng ty. Thu ht ngi xem bi cch trnh by c o, tnh chnh
xc, y v tin li. Ch cn 1 ci click chut, ta c th bit c chng trnh
khuyn mi hin c v gi c thng tin sn phm. Qung co ngoi tri: Cc bng hiu
mang biu tng Pizza Hut km a ch nh hng c treo cch nh hng 500m khch
hng c th nhn bit d dng. Vd: Bin hiu Pizza Hut Etown 634 Cng Ha c t
gc ng ng t Cng Ha v Hong Hoa Thm Pizza Hut maximark Cng Ha c t bang
hiu qung co ngay trong khun vin siu th Maximark Cng Ha. 2)Khuyn Mi
Phiu gim gi: Khch hng sau khi dng ba ti nh hng Pizza Hut s c yu cu
to Phiu tch ly im. C 1 ha n thanh ton trn 100.000 s c 1 du. 10 du,
tng ng ha n thanh ton trn 1.000.000.000 s c 1 phiu gim gi 10% ti tt
c cc nh hng thuc h thng Pizza Hut trn ton quc.C gi tr 1 nm. Thi
gian tch ly im: khng thi hn. T 15/11/2010 n 15/12/2010 khch hng dng
1 mn m pasta trong chng trnh I like Pasta s c 1 phiu gim gi 50% cho
phn m bt k trong phn n k tip. Qu tng: Khi mua sn phm Pizza Hut ti
bt c nh hng no nhn dp Quc t thiu nhi 1-6, khch hng dn theo tr em s
c tng bong bng hnh cc con vt ng nghnh. Khi t chc tic sinh nht, lin
hoan, khch hng s c chn khu ring bit, trang tr bong bng y mu sc v cc
mn qu hp dn. Ngoi ra,cc chng trnh mi s c cc u i v nhiu phn qu hp
dn. 3)Giao t: Thng co bo ch: Pizza Hut nh bo ch a tin v vic sp m
thm chi nhnh mi ti s 301303 Hai B Trng P.8 Q.3 vo u nm 2011. T chc
s kin:
29/33
Marketing cn bnC 2 nm 1 ln nhn ngy k nim thnh lp nh hng Pizza
Hut ti VN, cng ty t chc cuc thi ht Pizza Hut Idol vo thng 6 dnh cho
nhn vin vi cc gii thng hp dn. Thnh lp cu lc b,hi: Vo u thng 7 hng
nm, cng ty t chc cc hi thao nhm tuyn chn cc i tham gia thi u cp Qun
Nm 2009: i Bng chuyn Pizza Hut Nm 2010: i Cu lng Pizza Hut. 4)
Marketing trc tip: Th cho hng: Gi cho cc khch hng mc tiu, khch hng
thn thit qua email. 5)Bn hng trc tip: Lun c i ng nhn vin am hiu k
cng v kin thc sn phm, c o to theo nguyn tc Ht lng v khch hng v thi
Lun ni c vi khch hng. Nm bt c nhu cu, s thch, thi quen n ung ca
khch gii thiu, t vn hp l. Nhn bit khch hng sau 3 giy khch bc chn vo
nh hng. Nm vng im mnh ca sn phm Pizza Hut l s ni ting lu i, cht lng
sn phm v thi phc v. Nhn vin lun vui v, nhit tnh, thn thin. Bn cnh ,
mi nh hng Pizza Hut u c cc Pzzaz girl chuyn i gii quyt thc mc,thu
thp kin,thng tin khch hng. Nhm m bo cht lng phc v v s hi lng cao
nht ca khch hng.
Nhn xt ca gio vin hng dn:
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Nhm C2 QT13C
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Marketing cn bn
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Nhm C2 QT13C
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