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Competitive Strategies Case Study

Case Title:

Pizza Hut: Pleasing ‘Indian Palates’

Publication Year : 2006

Authors: Shruti Khatri, Mridu Verma

Industry: Retailing


Case Code: COM0170P

Teaching Note: Not Available

Structured Assignment: Not Available

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Pizza Hut Inc. is the world's largest pizza chain with over 12, 500 outlets in more than 90 countries worldwide. In India, the company has gained a firm footing over the years by imbibing Indian values and tastes in its restaurants and its menu, while maintaining its international heritage and quality. The case discusses Pizza Hut’s localisation strategy in India. How the company has tailored its menu, ambience and even positioned itself to better appeal to the Indian consumers. The company has used popular Indian celebrities and launched advertising campaigns accordingly. The case covers the menu, positioning, outlook, and pricing of the company in India and the competition it faces.

Pedagogical Objectives:

  • To understand Pizza Hut’s localisation Strategy in India
  • To discuss the Advertising Strategy of Pizza Hut in India
  • To discuss the Pricing Strategy of Pizza Hut in India
  • To discuss rising competition in fast food Industry of India and evaluate the future of Pizza Hut in the fast food Industry of India.

Keywords : localisation strategies; Yum brands; Indian Pizza market; Masala Pizza; Competitive Strategies Case Study; Vegiterian Pizza; Tandoori Pizza

Contents : 
The New Campaign
The Market Scenario
Pizza Hut in India: The Initial Years
Pizza Hut’s Restaurant Ambience in India
Localisation Strategy
The New ‘Great Indian Treat’ Menu
Pizza Hut’s Restaurants Across India
Pizza Hut’s Growth Plan

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