[Nhập môn marketing] Ra mắt một sản phẩm mới của Pizza Hut

EXECUTIVE SUMMARYTo expand domestic market share and brand awareness of Pizza Hut in 2024, we propose“Pizza Kho Quẹt” - a pizza product that combines the Italian pizza base with the dist

THE UNIVERSITY OF DANANGVNUK INSTITUTE FOR RESEARCH AND EXECUTIVE EDUCATION

FINAL PROJECTIntroduction to Marketing

Lecturer: Nguyen Truong Gia Bao

Group: The Heroes

Group members: Ninh Yen Nhi - 22010021

Bui Nguyen Anh Thu - 22080039Do Tran Nguyen Long - 22080025Tran Chau Gia My - 22010063Duong Thi Anh Thu - 22070008Hoang Ngoc Vu - 22010050

TABLE OF CONTENTS

1 EXECUTIVE SUMMARY2 SITUATION ANALYSIS

2.1 A market analysis2.1.1 Major segments

2.1.2 External market analysis2.2 A customer analysis

2.2.1 Need2.2.2 Want2.2.3 Insight2.3 A competition analysis

2.3.1 Identify two main competitors2.3.2 Brand position and competitive advantages2.3.3 Marketing mix

2.3.4 Competitors’ strengths and weaknesses

3 OBJECTIVES4 MARKETING STRATEGY

4.1 Target segment4.1.1 Geographics and demographics4.1.2 Psychographic

4.1.3 Behavioral4.2 Positioning and differentiation strategy

4.2.1 Value proposition4.2.2 Differentiation statement

5 MARKETING MIX

5.1 Product5.1.1 Product name5.1.2 Three levels of products5.2 Price

5.3 Place5.3.1 Distribution channels5.3.2 Channel coverage5.4 Promotion

5.4.1 Key message5.4.2 Promotion mix and selected channel5.4.3 Message source

5.5 Physical evidence5.5.1 Visual appeal

5.5.2 Ambience and atmosphere5.6 Process

5.6.1 Channel support5.6.2 Feedback collection and promotion5.6.3 Customer relationship management5.6.4 Quality control procedures

5.7 People5.7.1 Training and connecting employees5.7.2 Customer experience

5.7.3 Brand ambassador

6 ACTION PLAN7 CONCLUSIONREFERENCE LISTAPPENDIX

1 EXECUTIVE SUMMARY

To expand domestic market share and brand awareness of Pizza Hut in 2024, we propose“Pizza Kho Quẹt” - a pizza product that combines the Italian pizza base with the distinctVietnamese ration period filling This report outlines a comprehensive marketing plan coveringfive main areas: situation analysis, objectives, marketing strategies, marketing mix, and actionplan

In the process of market analysis, we noticed that the Vietnamese pizza market is growingrobustly, but also faces fierce competition from both domestic and international businesses.With a strategy focused on diverse, high-quality products, Pizza Hut is striving to takeadvantage of Vietnam's favorable conditions for strong development

Digging deep into profound insights and customer needs, using findings from our surveys andsecondary data, consumers tend to want to try different kinds of pizzas distinct from traditionalflavors commonly found at pizza shops Moreover, recently, the combination of dishesoriginating from abroad with traditional Vietnamese flavors is very much of interest and loved byconsumers They are looking for superior quality products that meet strict food safety standards.Attracting 2 million discussions on social networks in 3 months and making “Pizza Kho Quẹt”one of Pizza Hut's best-selling products, achieving 15% of total pizza sales, expected revenueof 350 billion VND in the first 6 months of launch are out target when launching this newproduct “Pizza Kho Quẹt” positions itself as a unique pizza product, using the name “Pizza Baocấp” to promote the product It is not only a delicious dish, but also a bridge between the pastand the present The dish gives customers the opportunity to experience the flavor of therationing period, reminiscent of beautiful memories and the solidarity spirit of Vietnamesepeople It is also a meaningful gift to introduce Vietnamese gastronomy culture to internationalfriends

Pizza Hut's integrated marketing strategy for the “Pizza Kho Quẹt” product focuses on acomprehensive strategy including product, price, place, promotion, physical evidence, process,and people Finally, a specific and comprehensive action plan is proposed to launch this “PizzaKho Quẹt”

2 SITUATION ANALYSIS

2.1 A market analysis

The food and beverage (F&B) industry in Vietnam is poised for substantial growth pandemic This sector is expected to achieve a value close to 1 million billion VND by 2026,

post-reflecting its resilience and potential for expansion (Vietnam Report, 2022) (Tổng Quan, Phân

Tích Và Đánh Giá Thị Trường F&B Năm 2022, 2023) However, this lucrative market attracts

fierce competition from both domestic businesses and international giants as well as new

entrants, presenting significant challenges and opportunities (Thị Trường Thức Ăn Nhanh:

Doanh Nghiệp Nội "Vượt Mặt" Các "Ông Lớn" Ngoại?, 2019).

2.1.1 Major segments

The Vietnamese pizza market is characterized by intense competition among major players.Notable chains like Pizza Hut, The Pizza Company, and Pizza 4Ps have demonstratedimpressive growth According to Euromonitor International, Pizza Hut achieved a revenue of749 billion VND in 2019, marking a 21,8% increase from 2018 Similarly, The Pizza Companysaw a 24% increase in revenue, reaching over 617 billion VND, while Pizza 4P’s, although alater entrant, recorded a remarkable 34% increase, with revenues nearing 570 billion VND Withthe F&B industry recovering and expected to grow steadily, the pizza segment is likely to benefitfrom this positive trend

2.1.2 External market analysisa Demographic

In 2023, Vietnam's population between the ages of 15 and 64 is estimated to be about 64.7million This particular age group makes up a significant portion of Vietnam's total population,accounting for 58,2% Therefore, this age group becomes a potential customer group for PizzaHut Pizza Hut targets consumers in the mid-range and high-end market segments, attractingindividuals with a stable and substantial income that allows them to dine in restaurants This isshown through the prices of Pizza Hut products, ranging from 149.000 VND to 269.000 VND

b Economic factors

Economic conditions greatly influence consumer spending habits, directly affecting the F&Bindustry During periods of economic growth, consumers tend to have higher disposable

income, leading to increased spending on dining out and ordering food delivery, including pizza.Conversely, during economic downturns, consumers may choose to eat more sensibly or cookat home to save money This will also partly affect Pizza Hut's revenue.

● GDP growth:According to the General Statistics Office (Tổng cục Thống kê), in 2023, economic growth isestimated to reach 5,05% (the first quarter increased by 3,41%; the second quarter increasedby 4,25%; the third quarter increased by 5,47%; the fourth quarter increased by 6,72%) Ofwhich, services increased the highest with 6,82%, contributing 3,25 percentage points andproduct taxes minus product subsidies increased by 3,33%

Sources: Tổng cục Thống kê, 2024

Trade and tourism activities maintain high growth momentum, positively contributing to thegrowth of the service sector Of which, accommodation and food services increased by 12,24%,contributing 0,31 percentage points

According to statistics, the F&B industry has contributed 15,8% to the total national GDP (2021).Total spending on food and beverages accounts for the highest proportion at about 35% ofspending (Nhan Dan Newspaper, 2023)

According to data from research organization Euromonitor International, Vietnam's fast foodmarket is still growing strongly at 18%-20% each year This is considered a fertile marketsegment in the F&B industry (Truong Chinh et al., 2018).

For Pizza Hut, thanks to the existing strength of its name as well as the investor's financialpotential, Pizza Hut has quickly broken through and taken the lead in the pizza segment in thefast food industry in Vietnam

GDP increases, investors have more capital to invest in fast food chains, especially Pizza Hut,one of the leading stores in the pizza segment in the fast food industry in Vietnam

● Average income:According to the General Statistics Office, the average monthly income of workers in the thirdquarter of 2023 is 7.1 million VND, an increase of 146 thousand VND compared to the secondquarter of 2023 and an increase of 359 thousand VND compared to the same period last year.The lives of workers in the third quarter of 2023 will improve slowly If in the third quarter of2022, the labor market has recorded a strong recovery, the lives of workers have improvedsignificantly, with the average income growth rate of workers reaching 30,1% compared to thethird quarter of 2021 Entering the third quarter of 2023, the average income of workerscontinued to record an increase of 5,3% over the same period last year

Income and Average monthly increase/decrease rate of workers in the third quarter comparedto the same period last year, period 2020-2023

Source: Tổng cục Thống kê, 2024

With stable economic development, people's income increases, people's living standards areincreasingly improving, and the demand for food is also increasing The fast food market inVietnam has become a lucrative and attractive place attracting many famous food brandsaround the world

Specifically, the food and catering services sector always has a target market of urbanconsumers, including households with medium to high incomes In 2023, approximately 4,2million households, or 12,9% of all households, will have annual disposable income of morethan 10.000 USD This number is forecast to increase sharply by 2027, whereby there will be8,8 million households, accounting for 25,1% of the total number of households with disposableincome of more than 10.000 USD/year (Tố Linh, 2023)

According to a Bloomberg survey, the average price of a meal at some fast food companies inVietnam is as follows: KFC is 4 USD/person, Lotteria is 4 USD/person, McDonald's is 6USD/person, Pizza Hut 7 USD/person (equivalent to about 170.000 VND) That price convertedinto Vietnamese currency is still a relatively high number given the income of Vietnamese

people (Tiêu Dùng Ngành Thức Ăn Nhanh Biến Chuyển Như Thế Nào đằNg Sau Sự Việc Của

Lotteria?, 2021).

c Social factors

In Vietnam, social media platforms like Facebook and Instagram have become integral parts ofdaily life for the youth, who actively share various aspects of their lives online The widespreaduse of smartphones and tablets, relied upon by 97% of Vietnamese users, has facilitatedseamless access to social networks, online shopping, and digital payments Particularly duringthe COVID-19 pandemic, the popularity of fast food delivery services has soared, with over 75%of the population utilizing them, including a significant 24% of new users prompted by thepandemic This shift towards home delivery aims to reduce physical contact and assist incontrolling the spread of diseases

Simultaneously, Vietnam has made strides in adopting technological advancements, particularlyin information technology, evident in the integration of digital networks, blockchain, and AI.However, the country's reliance on foreign technology transfer remains limited, with foreigninvestment projects primarily focused on assembly and processing rather than fostering

localized value creation.Moreover, insights from UKEssays (2017) indicate that individuals who were raised in familiesreceptive to Pizza Hut's menu are more likely to enjoy dining at Pizza Hut, particularly with theirfamilies This familial inclination can potentially drive future purchases, as Pizza Hut becomes apreferred option for family gatherings, simplifying meal selection and reducing the time spent onhome cooking Furthermore, such customers typically belong to higher income brackets, makingthem a lucrative target market for Pizza Hut.

Building on this, Xiao et al (2018) propose that recommendations from social circlessignificantly influence individuals' decisions to dine in or order Pizza Hut online This influencestems from the convenience afforded by online ordering and the trust placed inrecommendations from friends and family The authors argue that customer satisfaction andproduct quality are closely intertwined, with improvements in product quality expected toenhance customer satisfaction and foster brand loyalty

Overall, these insights underscore the interconnectedness between social media engagement,technological advancements, consumer behavior, and brand loyalty in the context of Pizza Hut'smarket presence in Vietnam

2.2 A customer analysis

2.2.1 Needa Product quality about flavor and food safety

Group Survey

Group Survey

A majority of customers, more than 80%, have expressed their high appreciation for theexceptional product quality and strict food safety standards upheld at Pizza Hut These aspects,product quality and food safety, are not merely desirable attributes but are indeed essentialfactors that customers take into consideration when they are choosing a brand to patronize.These factors significantly influence their decision-making process, and it is clear from thefeedback that Pizza Hut has successfully met and exceeded these customer expectations

b Products come from reliable brands

Group Survey

Consumers are frequently attracted to well-known brands that have established their position inthe marketplace These brands, through their reputation and vision, have created a sense oftrust in their customers, making them feel more confident and secure in their decision-making to

use the product This interest in recognized brands comes from a desire to have as little risk aspossible compared to looking for a brand with lower recognition, which may not have proven itsreliability or value to consumers yet So, the brand’s reputation plays a significant role ininfluencing consumer purchasing decisions.

c Good quality of customer service

Group Survey

Good customer service is always the most important thing that helps people decide whetherthey should trust a brand When customers receive the right treatment, they feel respected andenjoy the brand more Our survey shows that more than 70% of people were happy with theservice they got at Pizza Hut This shows that Pizza Hut is doing a good job in providing theircustomers' experience, which helps keep customers coming back

2.2.2 Wanta Reasonable price

Group Survey

Our customers are primarily interested in medium-sized pizzas that are suitable for 1 - 2 people.These pizzas have an ideal price within the range of 100.000 - 150.000 VND.

This price range is especially attractive to students, who make up a significant proportion of ourtarget customers With this price, it is suitable for people with an average monthly income ofless than 3 million VND, who are price-sensitive and it's important to choose a price that fitstheir budget, such as students and officers According to our recent survey, this demographicrepresents a substantial portion of our potential market Therefore, offering pizzas within thisprice range will cater to their requirements while also positioning our business favorably withinthe market

b Beautiful and convenient packages

Group Survey

Customers will be more attracted to eye-catching packaging and labels This is especially true inthe F&B market Pizza Hut's main color is red, this is Pizza Hut's strong point in productpackaging design Red helps attract, making people feel hungry and want to eat more

c Diverse menu:

Group Survey

Customers are typically more interested in menus that have diverse options They appreciatethe ability to choose from a broad selection of dishes, each contributing a unique, distinct flavorprofile to the dining experience This variety on the menu not only offers something for everyonebut also allows customers to try new tastes and combinations, enhancing their diningexperience.

● Secondly, customers show a tendency to try diverse menus, provided that the prices arereasonable This suggests a sense of adventure and willingness to try new things, aslong as they perceive it to be good value for money

● Thirdly, there is a sense of reassurance that comes with products from brands that havea good reputation This means that brand integrity and a strong track record in deliveringhigh-quality products are significant to our customers

● Lastly, customers tend to have good impressions of brands that provide high-qualitycustomer service This underscores the importance of not just having great products, butalso ensuring that our customer service is top-notch

2.3 A competition analysis

2.3.1 Identify two main competitors

In the Vietnamese pizza market, Pizza Hut faces significant competition from two maincontenders: Pizza 4P's and The Pizza Company

a Similar product lines

While Pizza Hut, Pizza 4P's, and The Pizza Company all focus on delivering high quality pizza,their product lines exhibit distinctive characteristics Pizza Hut is renowned for its diverse rangeof traditional and innovative pizza flavors, offering everything from classic pepperoni to uniquelocal-inspired variants Pizza 4P's, on the other hand, is celebrated for its fusion-style pizzas,which incorporate both Japanese and Italian culinary elements, setting it apart with uniqueflavors like Teriyaki Chicken and Salmon Sashimi pizza The Pizza Company is known for itswide array of toppings and stuffed crust options, appealing to a broad demographic with bothstandard and premium offerings

The pizza product lines of these 3 brands focus mainly on 3 categories: seafood, vegetables

and cheese However:

● Pizza Hut: Known for its extensive menu that includes classic pizzas such as Margherita

and Pepperoni, as well as innovative creations like the Super Supreme and the BBQMeatlovers Pizza Hut's appeal lies in its ability to balance traditional flavors withcontemporary twists, catering to both conservative and adventurous palates

● Pizza 4P's: This brand stands out with its commitment to high-quality, artisanal pizzas

that blend Japanese and Italian cuisines Notable offerings include the Burrata ParmaHam Margherita and the Smoked Salmon & Cream Cheese pizza Pizza 4P'semphasizes fresh, locally sourced ingredients and in-house cheese production, whichresonates well with health-conscious and gourmet consumers

● The Pizza Company: Characterized by its variety of topping choices and stuffed crust

options, The Pizza Company offers pizzas such as the Tom Yum Kung and the SeafoodDeluxe Their extensive menu also includes multiple crust styles, catering to customerslooking for both value and premium pizza experiences This brand focuses on delivering

a rich and indulgent pizza experience, often with an emphasis on bold, hearty flavors.

Customer preferences play a crucial role in differentiating these brands According to a marketsurvey, many Vietnamese customers prefer Pizza Hut for its familiarity and consistent quality,especially among families and younger consumers Pizza 4P's attracts a niche market thatvalues unique, high-quality ingredients and gourmet experiences Meanwhile, The PizzaCompany appeals to those looking for a wide range of flavors and customizable options, oftencatering to large groups and parties

Source: Q&Me, 2023

revenue of nearly 570 billion VND, an increase of 34%.

Revenue of Pizza restaurant chains in Vietnam from 2016 to 2019 (Source: VnExpress, 2020)

According to the 2023 financial report of Pizza 4P's is a pizza restaurant chain of two

Pizza International Joint Stock Company, ThePizza Company's revenue in Vietnamreached 1.200 billion VND, an increase of15% compared to 2022.

The Pizza Company's after-tax profit inVietnam reached 100 billion VND, anincrease of 20% compared to 2022 (ThịTrường Pizza Việt Nam Trong Những NămGần đâY - Tin Tức, n.d.)

According to a report by SSI Securities JointStock Company in April 2023, The PizzaCompany's market share in Vietnam isestimated at about 20%, taking second placeafter Pizza Hut with a market share of about30% (The Pizza Company Brand Story, n.d.).Below are the pizza market share statistics inVietnam of some major brands: (The PizzaCompany Brand Story, n.d.)

● Pizza Hut: 30%● The Pizza Company: 20%● Domino's Pizza: 15%● Papa John's: 10%● Pizza World: 5%● Other local pizza shops: 20%

Japanese founders, Mr Yosuke Masuko andhis wife, Ms Sanae Takasugi Currently, thecompany owns a total of 24 Pizza 4P's stores(in which, 12 stores in Ho Chi Minh City, 8stores in Hanoi, 2 stores in Da Nang, and 1store in Hai Phong and Nha Trang), 5 centersdelivery and cheese factory in Don Duong,Da Lat

Pizza 4P's revenue reached more than 1000billion VND in 2022, an increase of 86%compared to 2021 and an increase of 83%compared to 2020 Pizza 4P's profit after taxrecorded negative levels in 2020 and 2021,from negative 20 billion VND in 2020 tonegative 40 billion VND in 2021

Distribution Network:

A critical factor contributing to the market presence of Pizza Hut, Pizza 4P's, and The PizzaCompany is their extensive and robust distribution networks Each company has developed acomprehensive strategy to ensure the widespread availability of their pizza products across

Vietnam.According to the stores' official websites, currently, Pizza Hut owns about 130 stores acrossVietnam (Pizza Hut, 2024) There are about 75 The Pizza Company stores (4P’s,headquartered in Saigon, Vietnam Our main restaurant, Pizza 4P’s, has 39 stores in Vietnam,2024) And 4P’s, headquartered in Saigon, Vietnam, their main restaurant, Pizza 4P’s, has 39stores in Vietnam (Pizza 4P’s, 2024).

2.3.2 Brand position and competitive advantagesa Brand position

Mid-range pizza:

● With an average price of about 150.000 - 250.000 VND/person, The Pizza Company targets mid-range customers with stable incomes (MISA CukCuk, 2021)

● Compared to some major competitors in the market such as Pizza Hut, Alfresco, Pepperonis, ZPizza, Domino's Pizza , The Pizza Company's price and customer positioning are higher (MISA CukCuk, 2021)

Style: The Pizza Company builds a pizza

restaurant chain inspired by Italian cuisine butunderstands Asian tastes (MISA CukCuk, 2021)

Vision: “Becoming the top choice in the

hearts of customers when they look for a delicious, interesting and valuable meal.”

High-end pizza:

● Pizza 4P's positions its brand in the high-end pizza segment, targeting customers who love unique and quality culinary experiences (ipos.vn, n.d.)

● Pizza 4P's applies a premium pricing strategy - that is, setting prices based on the premium experience that customers enjoy (prices are higher than the market and provide a premium experience) The price of a meal at Pizza 4P's ranges from 200.000 - 300.000 VND per person This is a suitable price for a high-end meal (Nguyễn Trung Bá, n.d.)

Modern style: The restaurant space is

modern, youthful, suitable for meetings with friends, family or romantic dates (ipos.vn,

n.d.).

(The Pizza Company, n.d.)

Mission: bring every pizza party an unlimited

experience of creativity and diverse flavors, committed to providing high-quality products and dedicated service so that customers always feel satisfied (The Pizza Company, n.d.)

Core values: (Minor Food Group, n.d.)

● Customer-focused: Customers alwayscome first That’s our belief in

everything we do every day.● Results-oriented: Working with

passion and energy, we strive to achieve excellence in all our endeavors

● People development: Our people are given the opportunity to unlock and maximize their potential, rise to the challenge and go beyond

● Innovative: Constantly changing how we do things allows us to improve andbe the best at what we do

● Partnership: Collaborating closely withour partners, we create a shared vision of growth and achieve it together

Pizza 4P's vision: "Make the World Smile for

Peace" - Bring a peaceful smile to the world." (ipos.vn, n.d.)

Pizza 4P's mission: "Delivering Wow,

Sharing Happiness" - Bringing "Wow", Sharing Happiness In particular, “WOW” is the highest satisfaction score received from all customers at all stores (ipos.vn, n.d.)

Pizza 4P's core values: Pizza 4P's 7 core

values are established in 3 groups: values originating from each individual, values in the working environment and general values of the company (ipos.vn, n.d.) Specifically, the 7 core values are:

● Passion For Peace - Ideal for peace● Omotenashi - Japanese spirit of

hospitality● Integrity - Integrity● Being Cause in the Matter - Each

member is the starting point of everything

● Positive Family Spirit - Positive "family" spirit

● Kaizen - Improvement● Forget the Box - Go beyond the box to

innovate

b Competitive advantage

Diverse Menu: The Pizza Company offers a

diverse menu with a variety of pizzas, from traditional to modern pizzas, to satisfy all customer preferences

Reasonable Price: The Pizza Company has

a reasonable price, suitable for the majority ofVietnamese consumers

Effective Marketing Strategy: The Pizza

Company regularly deploys effective marketing programs to attract customer attention

Pizza 4P's is the first chain to follow Fine dining style, minimalist design, unified concept and truly enjoy eating with a service experience that can be said to surpass other pizza shops (ipos.vn, n.d.)

Different products:

● The special thing about Pizza 4P's is that this brand produces its own cheese in Vietnam, with Japanese technology and techniques Pizza 4P's cheese has more than 20 different types (Ngao Content, n.d.).● In addition, Pizza 4P's also has many

unique and creative pizzas, customerscan also try more pizza flavors with the half-and-half pizza option (Ngao Content, n.d.)

Process and service quality: Pizza 4P's

operating process is built in the spirit of "Omotenashi" - the spirit of Japanese hospitality Accordingly, Pizza 4P's always serves customers with all its heart, bringing the most perfect experience A special feature of Pizza 4P's is that the pizza-making process is done right before the customers' eyes (Ngao Content, n.d.)

Brand promotion activities: Pizza 4P's

relies heavily on word-of-mouth marketing, i.e word of mouth from user to user This is an effective and cost-effective strategy

because customers will trust recommendations from friends, relatives or reputable people more

2.3.3 Marketing mix

Product They mainly offer 3

types of pizza available regular, personal and large

There are a total of 6 different types of pizza bases: Hand Tossed, Pan, Thin, Cheese Stuffed Crust, Sausage Stuffed Crust

However, for small cake base sizes, there will be a limit of only 3 options: Hand Tossed, Pan, Thin

Pizza combines Japanese and Italian flavors: Salmon sashimi,Teriyaki chicken, Grilled with wood: Traditional flavor, moist smoke, non-flour crust, crispy skin

Here, pizza is served in the "half-half" style, instead of divided into sizes Small, Medium, Large This is quite interesting compared to competitors in the market

Producing your own fresh, fatty, not greasy cheese

The Pizza Company has4 main types of pizza bases: Pan, Crispy Thin,Extreme cheese, Extra sausage and cheese.There are 3 sizes: Small, Medium and Large

Size Small will default toa dough pan, the Medium and Large will allow customers to choose a more diverse pizza base

Price Personal size: 89.000 -

139.000 VND

The price is higher than regular pizza but

Size S: 119.000 - 169.000 VND

Regular size: 149.000 - 299.000 VND

Large size: 219.000 - 399.000 VND

=> Price will vary depending on the size and type of cake base

reasonable for the value.The price for a full-size pizza will range from 100.000 - 420.000 VND (excluding 8% VAT)

Up to bigger size:● Size M:

increased by 80.000 VND● Size L: increased

by 190.000 VND=> Price will vary depending on the size and type of cake base.Place Currently, Pizza Hut

owns about 130 stores across Vietnam

According to Brands Vietnam, Pizza Hut has launched 3 signature stores in Vietnam, 1 in Hanoi and 2 in Ho Chi Minh Pizza Hut Signature gives customers better serviceexperiences, luxurious design, spacious space and is especially served by Robots

Headquartered in Saigon

Their main restaurant, Pizza 4P’s, has 39 stores in Vietnam

In 2013, The Pizza Company restaurant firstappeared in Vietnam.The Pizza Company hasabout 75 stores in Vietnam

Promotion Pizza Hut's promotions

are often popular in the form of combos, they often sell it in combos with side dishes such asCrinkle-Cut French

Give cakes and dessertson special occasions (birthdays,

anniversaries, ) This has become a

"signature" of Pizza

50% off on 2nd pizza: Buy 1 Pizza from size M and any Drink, get 50% off on the second Pizza (same size) The price value of the second

Fries, Cheesy Pops/Garlic Bread, and canned drinks.Pizza Hut promotions may change by month orholiday, for example thisMay, Pizza Hut offers 10% off your bill or free delivery at certain stores.

4P's.Personalize customer experience

Cooperating with Vietcetera and Brandsvietnam to spread brand value

Pizza is equal to or lower than the first Pizza

Buy 1 Get 1 Pizza Tuesday & Wednesday: Buy 1 Pizza size M/L, get 1 Classic Pizza (Pan/Thin, same size)

PhysicalEvidence

The color scheme of the store decoration and interior of the store mainly uses the colors ofthe brand logo: black and red

For "My Box" promotions, Pizza Hut has convenient packaging boxes dividedinto multiple

Each store has its own unique design style, boldwith 4P's

Pizza Company's packaging always highlights the Hotline, helping customers easilyfind support

The Pizza Company stores are decorated in wood tones, quite simply

Process Pizza Hut performs the

baking process with a

Customers arrive at the scheduled time and are

Delivery fee:

cast iron pan.Delivery process: delivery only within a radius of 3 - 5 km, 10:00- 22:00 every day Do not deliver orders worth less than 89.000 VND Orders worth more than 89.000 VND will receive free delivery For orders with a value from 89.000VND and including promotional products, the delivery fee will be 22.000 VND.

The Hotline system cannot be used, only thecontact line of each retail store can be used

guided to their table location Employees usetablets to take orders and record customer service preferences.Serves a sufficient number of guests.Survey service evaluation using paper reviews after customers dine

Free delivery However, delivery is only availablein areas where Pizza 4P's stores are located, no distance limit within that province or city Delivery time from 10 AM - 9:30 PM

The Pizza Company Vietnam charges a delivery fee of 25.000 VND for actual payment orders (with or without applying discounts and promotions), with a value of 100.000 VND ormore within the scope ofsale 4 km radius from the nearest restaurant.For orders worth less than 100.000 VND, The Pizza Company Vietnamwill ask customers to choose to go directly to the nearest restaurant toreceive the order

Delivery time: 10:00 - 22:00 every day.People All staff are well-trained

and have default serviceprocedures Despite being trained, the attitude of employees at each branch store is evaluated differently by customers This shows that employees are less closely observed and managed by managers

"Friendly professional attentive" staff team.Thoroughly trained, with clear behavioral scripts.Flexible, highly

-appreciated by Vietnamese and international customers

All staff are well-trained and have default serviceprocedures Despite being trained, the attitude of employees at each branch store is evaluated differently by customers This shows that employees are less closely observed and managed by managers