1) About Company Product & Product Line

The “Tandoori Chicken Pizza" appears to be a unique product combination that incorporates
features of both a tandoori chicken Pizza and a Chicken Pizza, even though Pizza Hut is mostly
recognized for its pizza products. The Tandoori Chicken Pizza from Pizza Hut is a well-known
dish that combines the flavors of traditional tandoori chicken with the idea of a pizza. The tastes
of people who want both the comfort of a pizza and the flavors of India are catered to by this
fusion of cuisines. A special dining experience is created by marinating the tandoori chicken in
traditional Indian spices and baking it with cheese and other toppings on a pizza crust.

❖ Module of buying behavior in Pizza Hut

The stages of the consumer decision-making process may be used to describe consumer
purchasing behavior in the in context of the personal care market in Sri Lanka:

a) Problem Recognition: This is the first step in the buying process is when a customer
realizes they have a need or a want for a certain product. For the "Tandoori Chicken
Pizza," Pizza Hut would need to spread knowledge of the item among Sri Lankan
customers who are seeking a distinctive fusion of tandoori and chicken flavors in their
pizza.

b) Information Search: Then, in order to fulfill their desire, consumers look for
information. Pizza Hut may sway customers by giving them thorough information
about the "Tandoori Chicken Pizza's" components, flavor, and quality. To draw
attention to the pizza's unique qualities, including the combination of various tandooris
and chicken, they could employ advertising, social media, or even in-store promotions.

c) Evaluation of Alternatives: Consumers assess the many alternatives accessible to

them at this point. Pizza Hut may highlight the distinction between their offering and
other pizza alternatives in Sri Lanka. To pitch their product as the best option for people
looking for a robust pizza experience, they may use slogans like "a perfect blend of
flavors" or "a tandoori lover's dream with a chicken twist”.
 Pizza Hut Domino’s Pizza Factory
Criteria Tandoori chicken Tandoori chicken Tandoori chicken
pizza pizza pizza
Taste 8 6 5
Quality 9 8 6
Delivery speed 10 7 8
Value for price 9 8 7
Total 36 29 26

d) Purchase Decision: Customers might be persuaded to select the Tandoori Chicken

Pizza as an exciting yet comforting alternative by the alluring combination of well-
known tandoori tastes on a pizza dough.

e) Post-Purchase Evaluation: Customers would assess whether the Tandoori Chicken

Pizza met their standards for taste, quality, and satisfaction of their demand for an
original culinary experience.

❖ Buyer characteristics of Pizza Hut in Sri Lanka Market

a) Cultural Factors: The tastes of consumers are significantly shaped by cultural factors.
People who are familiar with or curious about Indian food may be drawn to the Tandoori
Chicken Pizza. It might also appeal to people who enjoy diverse cuisines and wish to
learn more about other countries' culinary offerings.

b) Social Factors: Social influences on buying decisions include those from social media,
family, and friends as well as peer groups. Potential customers may be persuaded to try
the Tandoori Chicken Pizza if it receives favorable testimonials or recommendations
from celebrities or culinary critics.
 c) Psychological Factors: Psychological factors center around the mental and way of life
qualities of purchasers. This incorporates their inclinations, mentalities, values, and
ways of behaving. On account of the Tandoori Chicken Pizza, it very well may be
focused on towards individuals who appreciate attempting new and intriguing food
varieties, appreciate different culinary encounters, and have an inclination for
combination cooking.

d) Personal Factors: This incorporates segment factors like age, orientation, pay,
instruction, occupation, and family size. Understanding these angles recognizes the
essential gathering that may be keen on the Tandoori Chicken Pizza.
For example, the pizza could pursue more to youthful grown-ups and people with a
brave sense of taste who will attempt special flavors.

❖ PESTEL Analysis of Pizza Hut in Sri Lanka market

A PESTEL analysis is an essential structure used to break down the outside large scale natural
factors that can influence a business or industry. It represents Political, Financial, Sociocultural,
Mechanical, Ecological, and Legitimate variables. We should apply a PESTEL analysis to
Tandoori Chicken Pizza,

a) Political:
• Guidelines and food handling principles: Pizza Cottage should comply with
guidelines in regards to food handling, cleanliness, and naming.
• Import/trade guidelines: Assuming the elements for Tandoori Chicken Pizza are
obtained universally, exchange guidelines can influence the inventory network.

b) Economic:
• Economic conditions and income levels in different regions can affect the price
and demand for Tandoori Chicken Pizza.
• Fluctuations in raw material costs and exchange rates can affect the cost of
production and the price of pizza.
c) Sociocultural:
• Consumer preferences for diverse and culturally inspired foods may contribute
to the popularity of fusion dishes like tandoori chicken pizza.
• The acceptance of different flavors and cooking methods in a particular market
will affect the success of that combination.

d) Technological factors:
• Technological advances in cooking equipment and processes can affect the
efficiency and consistency of Tandoori Chicken Pizza preparation.
• Online ordering platforms and food delivery apps can influence how customers
access and order that particular pizza.

e) Environmental factors:
• Concerns about sustainability and environmental impact can influence pizza
packaging sourcing decisions and choices.
• The carbon footprint of sourcing exotic ingredients for Tandoori Chicken Pizza
can also be considered.

f) Legal factors:
• Intellectual property law can play a role in protecting the Tandoori Chicken
Pizza recipe and brand.
• Compliance with food labeling regulations, allergen information, and
nutritional content is essential.
2) Segmentation variables of Pizza Hut

2.1) Segmentations

Geographic segmentation:

• Region: Market segmentation based on different regions of Sri Lanka such as

Northern, Eastern, Western, Southern and Central Provinces.
• Urban/Rural: Segmentation based on whether customers are located in urban or
rural areas.
• City size: Targeting customers in big cities like Colombo, Kandy, Galle etc.

Demographic segmentation:

• Age: Targeting specific age groups that are more likely to enjoy Tandoori Chicken
Pizza, such as young adults and families.
• Income: Focus on the income that can afford this product, as Tandoori Chicken
Pizza can be priced higher than regular pizzas.
• Family Size: Offers larger pizza options for families and smaller portions for
individuals or couples.
• Occupation: Designed for working professionals who value comfort and
versatility.

Behavioral segmentation:

• Event: Tailor marketing efforts to different events such as family gatherings,

parties, casual dining, etc.
• Claimed Benefits: Highlighting the unique flavors and spices of Tandoori
Chicken Pizza.
• Brand Loyalty: Targets existing Pizza Hut customers who want to try new menu
items.
• User Status: The Difference Between First Time Buyers and Repeat Customers.
 Psychological segmentation:

• Lifestyle: Reach people who want to try new and exotic foods.
• Cultural Settings: Highlighting the Cultural Significance of Tandoori Dishes
in Sri Lankan Cuisine.
• Personality Traits: Aimed at adventurers and food-loving people.
• Attitudes: Appealing to health-conscious consumers by emphasizing the use
of lean chicken and spices in the pizza.

2.2) Targeting strategy choose by Pizza Hut

a) Behavioral Targeting: Behavioral targeting takes into account consumer behavior and
past actions. Pizza Hut could target people who have ordered the same type of pizza in
the past or have shown an interest in international cuisine.

b) Occasion-Based Targeting: Pizza Hut may promote Tandoori Chicken Pizza as a

special or limited time offer during cultural events or celebrations related to Indian
cuisine, such as Diwali or Indian festivals, to attract those seeking unique food options
at such events.

c) Psychographic Targeting: Psychographic targeting means focusing on consumer

lifestyles, interests and attitudes. Pizza Hut Tandoori Chicken Pizza could target people
who are interested in trying exotic or fusion foods and who value variety and novelty
in their dining experience.

d) Geographic Targeting: Pizza Hut could use geographic targeting to focus on areas
where more people enjoy Tandoori Chicken Pizza. These can be areas with diverse
populations that appreciate international flavors and cuisine.

e) Online and Social Media Targeting: As online food delivery and social media
increase, Pizza Hut could use targeted digital marketing and social media campaigns to
reach people who follow food trends, engage with food-related content and are likely
to share their dining experiences online.
Reason:

a) Cultural Diversity

Pizza Hut can choose a niche targeting strategy by focusing on the cultural diversity of its
customers. Tandoori Chicken Pizza could be a company that caters to the preferences of the
customer segment that enjoys Indian cuisine and flavors. By introducing a pizza with a flavor
profile that resonates with Indian tastes, Pizza Hut can attract customers who don't normally
like traditional pizzas.

b) Product differentiation

In a competitive market, offering unique and distinctive products can help a brand stand out
from the crowd. The Tandoori Chicken Pizza would set Pizza Hut apart from its competitors
by offering a combination of Italian and Indian flavors. This distinction can appeal to customers
looking for new and exciting dining experiences

c) Segmentation based on taste preferences

Not all customers have the same taste preferences. By offering a diverse menu that includes
options such as Tandoori Chicken Pizza, Pizza Hut is able to effectively cater to different
customer groups. This strategy recognizes that people have different culinary preferences and
aims to capture a larger share of the market.

d) Reaching Non-Traditional Pizza Consumers:

Traditional pizza flavors may not appeal to everyone. Tandoori Chicken Pizza can appeal to
people who enjoy traditional Indian food but are open to trying something different. This
strategy expands Pizza Hut's reach beyond its traditional customer base.
2.3) Positioning map

High Price

Pizza Hut
Domino’s Pizza
Pizza Factory

Low Quality High Quality

Low Price
3) Marketing Mix of Tandoori chicken Pizza

❖ Functional features of Tandoori Chicken Pizza

• Ingredients: These are the tangible components of pizza, including tandoori chicken,
pizza dough, cheese, sauce and various toppings.
• Nutritional Content: Provides information on pizza calories, protein, fat and other
nutrients for diet-conscious consumers.
• Cooking method: Whether the pizza is cooked in a tandoor or an oven is a functional
characteristic, as it directly affects the taste, texture and overall quality of the pizza.
• Size and Portion: The size of a pizza and the number of slices it can be divided into
are functional considerations that affect how many people it can serve.
• Spices and Condiments: The special spices and seasonings used in Tandoori Chicken
can be considered as functional properties, because they contribute to the special taste
of the pizza.

❖ Psychological characteristics of tandoori chicken pizza

• Flavor profile: The combination of tandoori chicken, spices and cheese can evoke
special sensory experiences that appeal to customers who enjoy bold and exotic flavors.
• Cultural appeal: Tandoori chicken is associated with Indian cuisine and this cultural
link can appeal to people who are interested in trying diverse and authentic dishes.
• Emotional satisfaction: Anticipating and enjoying a favorite or new pizza flavor can
induce feelings of joy, comfort, or excitement, providing psychological satisfaction.
• Indulgence and reward: Pizza is generally considered a treat or a treat, and the unique
combination of tandoori chicken can enhance that feeling for those who enjoy the taste.
• Novelty and Curiosity: Psychological aspects come into play when the consumer is
interested in a unique flavor combination that prompts them to try the pizza out of
curiosity.
• Social Sharing: People often share their food experiences on social media, and a
unique pizza flavor like Tandoori Chicken can be shared to show off an adventurous or
sophisticated taste.
• Personal Identity: Food choices can sometimes reflect personal identity or
preferences, and often a person choosing Tandoori Chicken Pizza can identify as a
foodie or open to different culinary experiences.

2) Pricing Strategy
• Perceived quality: By charging slightly higher prices, Pizza Hut can communicate
higher quality to consumers. This can be achieved by using better ingredients, offering
a wider variety of toppings and providing a more comfortable dining environment
compared to cheaper pizza options.
• Competition: In the Sri Lankan market, Pizza Hut would have to compete with both
local and international pizza chains. A value-based pricing strategy allows them to
differentiate themselves from cheaper local options while being competitive with other
international chains.
• Economic Factors: The pricing strategy can take into account local economic
conditions, average income levels and consumer preferences in Sri Lanka. A price that
is too high may alienate potential customers, while a price that is too low may not reflect
the perceived quality and experience of Pizza Hut.
• Bundling and add-ons: Value-based pricing allows Pizza Hut to bundle additional
products such as sides, drinks and desserts. This strategy can encourage customers to
spend more as they feel they are getting a good deal.
• Promotions and Discounts: Although base prices may be slightly higher, Pizza Hut
may still offer limited-time deals and discounts to attract price-conscious customers and
increase footfall at a slower pace.
 3) Distribution strategy

• Limited-Time Offer: Initially, Pizza Hut might introduce the Tandoori Chicken Pizza
as a limited-time offer. This approach can create a sense of urgency and excitement
among customers, encouraging them to visit Pizza Hut outlets to try the new product
while it's available.

• Online Ordering and Delivery: Pizza Hut could offer the Tandoori Chicken Pizza
through its online ordering platform. This would allow customers to conveniently order
the product for delivery or pickup, capitalizing on the growing trend of online food
ordering.

• Collaborations and Partnerships: Pizza Hut could explore collaborations with food
delivery platforms to expand the reach of the Tandoori Chicken Pizza. This would
enable customers to order the product through third-party delivery services, reaching a
wider audience beyond Pizza Hut's direct channels.

• Promotions and Marketing: Utilizing various marketing channels, such as social

media, advertising, and email campaigns, Pizza Hut could promote the Tandoori
Chicken Pizza to create awareness and generate interest. Promotional strategies like
buy-one-get-one deals or combo offers could attract customers to try the new pizza.
 4) Promotional tool
• Social Media Marketing:

Pizza Hut can use platforms like Facebook, Instagram and Twitter to generate news about a
new product. Sharing attractive images, videos and interesting content can attract the attention
of the Sri Lankan-savvy population.

• Limited Time Offers (LTOs):

Offering a new product as a limited-time offer can create a sense of urgency and encourage
customers to try it before it expires. This approach can increase immediate sales and interest.

• Shop offers:

Displaying posters, banners and table tents in a restaurant can catch the eyes of customers
already dining there. These materials can highlight the new product and its features.

• Online advertising:

Showing targeted online ads through platforms like Google Ads can reach potential customers
who are actively searching for food. It is a cost-effective way to reach a specific target audience.

• Email Marketing:

Sending email newsletters to Pizza Hut's current customer base can let them know about a new
product. Offering special discounts or incentives to try it can increase the likelihood of
conversion.