(TIỂU LUẬN) ANALYSIS FOR MARKETING STRATEGY OF PIZZA 4p’s RESTAURANT SERVICE

MINISTRY OF FINANCE
UNIVERSITY OF FINANCE – MARKETING
FACULTY OF MARKETING

SERVICE MARKETING
Code: 2021702052705

FINAL EXAM

ANALYSIS FOR MARKETING STRATEGY OF
PIZZA 4P’S RESTAURANT SERVICE
Class: CLC_19DMA05
Team’s members names and IDs: Phạm Thảo Nguyên - 1921005570
Đoàn Vân Nhi - 1921005580
Phạm Ngô Đăng Khoa -1921005469
Trương Đặng Ngọc Linh - 1921005506
Nguyễn Thị Thu Trang – 1921005729
Huỳnh Anh Tuấn - 1921005749

Ho Chi Minh, 2021


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i


TABLE OF CONTENTS
TEACHER COMMENT .................................................................................................................. i
TABLE OF CONTENTS ................................................................................................................ ii
LIST OF FIGURES ......................................................................................................................... v
LIST OF TABLE ........................................................................................................................... vi
Section 1. Introduction .................................................................................................................. 1
1.1 Objective of ours study .......................................................................................................... 1
1.2 Report flow ............................................................................................................................ 1
1.3 Introduce ................................................................................................................................ 2

1.4 Core values ............................................................................................................................ 3
1.5 Vision and mission ................................................................................................................ 3
Section 2. Market & Competitors Analysis ................................................................................ 4
2.1 Market situation ..................................................................................................................... 4
2.2 Competitors ........................................................................................................................... 5
Section 3. Target customers analysis & Positioning Strategy ................................................. 12
3.1 Targeting .............................................................................................................................. 12
3.2 Consumer Behavior ............................................................................................................. 13
3.2.1 Need arousal ............................................................................................................ 13
3.2.2 Information search ................................................................................................... 13
3.2.3 Evaluation of alternative solutions .......................................................................... 13
3.2.4 Purchase decision .................................................................................................... 15
3.3 Encounter stage.................................................................................................................... 15
3.4 Post – encounter purchase ................................................................................................... 16
Section 4. Analyzing the Marketing Mix (7Ps) Strategies ....................................................... 18
4.1 Services Product strategy..................................................................................................... 18
4.1.1 Characteristics of restaurant service at Pizza 4P's.................................................. 18
ii


4.1.2 Core product ............................................................................................................ 19
4.1.3 Supplementary service.............................................................................................. 22
4.1.4 Branding Strategies for Service ............................................................................... 25
4.2. Pricing strategy ................................................................................................................... 25
4.2.1 Cost-based pricing ................................................................................................... 27
4.2.2 Value-based pricing (Customer-based pricing) ....................................................... 28
4.2.3 Competitor-based pricing ........................................................................................ 29
4.3. Distribution strategy ........................................................................................................... 29
4.3.1 Distribution channel system ..................................................................................... 30
4.3.2 Distribution intermediaries ...................................................................................... 31

4.3.3 Distribution strategy ................................................................................................ 33
4.4. Promotion strategy .............................................................................................................. 34
4.4.1 Who - Target audience ............................................................................................. 34
4.4.2 What - The message to convey ................................................................................. 34
4.4.3 How - Through a variety of communications channels............................................ 35
4.4.4 Where & When ......................................................................................................... 44
4.5 Service processes management ........................................................................................... 44
4.5.1 Service processes...................................................................................................... 44
4.5.2 Customers as co-producer ....................................................................................... 50
4.6 Physical evidences management ......................................................................................... 50
4.6.1 The Servicescapes Model ......................................................................................... 50
4.6.2 Behavior Consequences of Affect ............................................................................. 50
4.6.3 Internal responses of customers ............................................................................... 51
4.6.4 Envinronmental dimensions ..................................................................................... 52
4.6.5 Put it together ........................................................................................................... 55
4.7 People management ............................................................................................................. 56
iii


4.7.1 Service Personnel as a Source of Customer Loyalty and Competitive Advantage .. 56
4.7.2 The Frontline in Low-Contact Services ................................................................... 57
4.7.3 Emotional Labor ...................................................................................................... 57
4.7.4 From the Cycle of Mediocrity to the Cycle of Success ............................................. 58
4.7.5 Human Resources Manament – How to Get It Right ............................................... 62
4.7.6 Service Leadership and Culture ............................................................................... 66
Section 5. Evaluation & recommendation................................................................................. 68
5.1 Services Product strategy..................................................................................................... 68
5.2 Pricing strategy .................................................................................................................... 68
5.3 Distribution strategy ............................................................................................................ 69
5.4 Promotion strategy ............................................................................................................... 69

5.5 Service processes management ........................................................................................... 70
5.6 Physical evidences management ......................................................................................... 71
5.7 People management ............................................................................................................. 74
Conclusion .................................................................................................................................... 75
List of References & Originality ................................................................................................ 77
Appendices ................................................................................................................................... 80
Report plagiarism ........................................................................................................................ 81

iv


LIST OF FIGURES
Figure 1.1: Logo of Pizza 4P’s ........................................................................................................ 2
Figure 3.2: Factors which Vietnamese people care about when they choose eating outside........ 13
Figure 3.3: Positioning map of Pizza 4P's ..................................................................................... 16
Figure 4.4: A picture of Pizza 4P's product................................................................................... 21
Figure 4.5: Logo of 4P's services .................................................................................................. 25
Figure 4.6: Menu of Pizza 4P's ..................................................................................................... 26
Figure 4.7: Menu of Pizza 4P's ..................................................................................................... 26
Figure 4.8: Operation Process and Utilities of AhaMove ............................................................. 31
Figure 4.9: Operation Process and Utilities of AhaMove ............................................................. 32
Figure 4.10: Operation Process and Utilities of AhaMove ........................................................... 32
Figure 4.11: Happy Hour Campaign picture ................................................................................. 39
Figure 4.12: Pizza 4P's website ..................................................................................................... 40
Figure 4.13: Act 1: Prologue and Introductory Scenes ................................................................. 45
Figure 4.14: Act 2: Delivery of the core product .......................................................................... 47
Figure 4.15: Act 3: The drama concludes ..................................................................................... 48
Figure 4.16: Act 3: The drama concludes ..................................................................................... 49
Figure 4.17: Pizza 4P's Layout and Interior .................................................................................. 53
Figure 4.18: Pizza 4P's Layout and Interior .................................................................................. 53

Figure 4.19: Signs, Symbols, and Artifacts ................................................................................... 54
Figure 4.20: Signs, Symbols, and Artifacts ................................................................................... 54
Figure 4.21: Signs, Symbols, and Artifacts ................................................................................... 55
Figure 4.22: Signs, Symbols, and Artifacts ................................................................................... 55
Figure 4.23: Pizza 4P's Employee ................................................................................................. 56
Figure 4.24: Pizza 4P's Employee ................................................................................................. 57
Figure 4.25: Cycle of Mediocrity .................................................................................................. 58
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Figure 4.26: Cycle of Mediocrity Features ................................................................................... 59
Figure 4.27: Cycle of Success ....................................................................................................... 59
Figure 4.28: Pizza 4P's Recruitment Claim................................................................................... 61
Figure 4.29: The Service Talent Cycle.......................................................................................... 63
Figure 4.30: Yosuke Masuko and Sanae Takasugi - Founder of Pizza 4P's ................................. 66
Figure 5.31: Evidence from the comments or reviews on review websites .................................. 71
Figure 5.32: Evidence from the comments or reviews on review websites .................................. 72
Figure 5.33: Evidence from the comments or reviews on review websites .................................. 72
Figure 5.34: Evidence from the comments or reviews on review websites .................................. 72
Figure 5.35: Evidence from the comments or reviews on review websites .................................. 73
Figure 5.36: Employee Retention in The Past 2 Years ................................................................. 74

LIST OF TABLE
Table 2.1: Competitors of Pizza 4P's .............................................................................................. 5
Table 4.2: Pricing strategy of Pizza 4P's and Competitors ........................................................... 27

vi


Section 1. Introduction

1.1 Objective of ours study
As a branch of the fast food business, the revenue of pizza and burger chains has continuously
increased in recent years. In terms of scale, this restaurant chain is still behind the fried chicken
chains, but the growth rate is much higher.
In 2019, the Pizza Hut chain achieved a revenue of VND 749 billion, while The Pizza Company
achieved more than VND 617 billion, up 21.8% and 24% compared to 2018. Considered "later
born, late born" in this group, but Pizza 4P’s also continued to close the gap when recording
revenue of nearly 570 billion dong, up 34%.
Pizza easily wins the hearts of customers thanks to the main ingredient made from wheat flour,
similar to bread, which is familiar to the taste of Vietnamese people. In a report three years ago,
Euromonitor once valued the pizza market in Vietnam with a scale of nearly $120 million.
Therefore, our team chose to analyze the Marketing Mix activities of Pizza 4P’s's restaurant
service of Pizza 4P’s Joint Stock Company.
For the purpose of mentioning and analyzing the problems in the implementation of Pizza 4P's
Marketing strategy to be able to offer, analyze and clarify how the restaurant has built its brand,
built its position and approached than with customers. In this report, we apply the knowledge we
have learned to analyze the 7P marketing mix strategy of Pizza 4P's restaurant and offer
suggestions and solutions to improve marketing activities.

1.2 Report flow
Section 1: Introduction - We will introduce the Pizza 4P’s company, study objectives and report
flow.
Section 2: Market & Competitors Analysis - We will Analyze the current market situation for the
service and identify the competitors of Pizza 4P’s.
Section 3: Target customers analysis & Positioning Strategy - We will identify the target customers
of the company and describe some of target customers' relevant behaviors and identify positioning
strategy of Pizza 4P’s.
Section 4: Analyzing the Marketing Mix (7Ps) Strategies - we will analyze the Marketing Mix
(7Ps) Strategies of Pizza 4P’s

1


Section 5: Evaluation & recommendation - We will evaluate each 7P’s of the company and
recommend for the improvement.
Then, we will conduct the conclusion of Pizza 4P's marketing-mix 7P strategy.

1.3 Introduce

Figure 1.1: Logo of Pizza 4P’s
4P's operates in four areas: restaurants, cheese production, cheese wholesale, and dairy retail. With
the main business is Pizza 4P's.
The founder of Pizza 4P's chain is Masuko Yosuke. After graduating from university, Masuko
worked for a trading company, then managed for the famous investment fund Cyber Agent. After
quitting his job, in 2011 he opened the first Pizza 4P's store in Ho Chi Minh with an initial capital
of 100,000 USD.
In the middle of May 2019, Pizza 4P's restaurant chain completed receiving investment capital
from Mekong Capital's fund, marking a new stage after 8 years of starting a business in Vietnam.
Previously, Pizza 4P's had received capital from Seedcom, a start-up investment fund chaired by
Mr. Dinh Anh Huan, former Co-Founder of Mobile World (MWG). In addition, Pizza 4P's also
received capital from Chikaranomoto (who owns the Ippudo ramen restaurant chain in Japan) and
Locotto.
At the time of 2017, when there were only 7 stores, Pizza 4P's was valued at about 20 million
USD. As of April 2020, there are a total of 26 restaurants. The main restaurant is Pizza 4P's, with
20 stores (including vending carts) in Vietnam.
Besides doing business at Pizza 4P's, 4P's also produces its own cheese to sell at stores and online
stores as well as to supply 5-star hotels, restaurants... Initially, the factory mainly produces
mozzarella cheese to supply the restaurant, but until now the scale has grown to 8 types of cheese,
and also produces other dairy products such as yogurt, cakes puddings, etc.

2


Pizza 4P's Online Store was established after realizing the increasing demand for clean food from
customers, providing them with quality products, improving their health.

1.4 Core values
The name 4P's means "For Peace" - Peace pervades the world. The idea of "Peace" means living
happily and actively living in peace. The brand and logo of 4P's embodies the desire to always
bring rich experiences to help each guest entering their world reap something positive and exciting.
Its culinary experiences that make the heart dance and spread positive energy. Every guest when
leaving has a positive feeling, even if it's just a little.
Pizza 4P's understands that, delicious is only the minimum requirement of a dish, customers will
smile more and be more satisfied when the dish is both safe and healthy. That's why 4P's put the
idea of "Farm to table" into practice. “Farm to table” has become the core value that helps dishes
at Pizza 4P’s receive 10 points of trust from diners.

1.5 Vision and mission
Pizza 4P’s vision: “Make the World Smile for Peace” – Bring a peaceful smile to the world”. Pizza
4P's ambition is not simply "A great Pizza restaurant". More than quality products, Pizza 4P's also
wants to help customers feel joy and happiness through positive energy from its members. By
spreading smiles, Pizza 4P's hopes to make an impact to change the world."
Pizza 4P’s mission: “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. That excitement and positive energy is what
it is a big step to the feeling of "Happiness". By "sharing" that with many people, Pizza 4P's
believes that happiness will spread and fill the world… The result of "Delivering Wow, Sharing
Happiness" is a smile. . To be able to bring happiness to customers, 4P's believes that bringing
happiness to employees working at the Company is also very important.
4P's has spent a lot of effort to bring the restaurant with a pleasant dining space, customers always

feel comfortable, come and want to stay forever. The guideline for all activities of Pizza 4p's is
"Omotenashi", which means the spirit of welcoming guests with all your heart, showing the
hospitality of the Japanese people. Omotenashi embodies a thoughtful way of thinking about the
customer rather than simply completing the task.

3


Section 2. Market & Competitors Analysis
2.1 Market situation
Vietnam has more than 100 million people, most of which are young 60% under 35 years old and
GDP has grown steadily at over 6%, per capita income has grown steadily over the past 10 years
and reached 2,200 USD last year. Vietnam is an attractive market for fast food business groups.
According to statistics of the Ministry of Industry and Trade, in the past 8 years, this agency has
licensed nearly 150 foreign brands and brands to Vietnam. In which, the restaurant sector accounts
for the largest proportion, with more than 43%, including more than 40 brands of fast-food
restaurants, cakes, coffee, beverages, restaurants, hot pot... According to the data According to
market research, the fast food industry in Vietnam is still growing at double digits and this makes
this industry even more attractive to domestic and foreign investors who want to participate in the
market. The competition is getting more and fiercer, from location to human resources and
branding, to dominate market share.
This strong competition is probably one of the factors that led to some restaurants closing in recent
times. However, this is also normal in business and each brand will balance itself in its business
strategy to operate effectively.
In a recent survey, up to 80% of respondents have ever used a food delivery service, which proves
that the market's demand is very large for this type of service. Technology is also changing the
way customers make purchases, such as online or mobile purchases, cashless payments, and ewallets.
Currently, in addition to foreign fast-food brands that have been operating for many years such as
Pizza Hut, KFC, Lotteria, etc., Vietnam's fast food market is quite active. The emergence of
domestic fast food brands, as well as other foreign investors entering the Vietnamese market,

makes Vietnam's fast food market increasingly diverse and diverse.
Vietnam is a developing country, on the way to integrate with the world, is importing Western
cultural features, and is the latest cultural trend in the field of cuisine. Pizza 4P’s officially entered
the Vietnamese market in 2011, in the context that Vietnam's fast food industry is still new. Today,
with the economic development, the fast-food industry tends to grow faster in the Vietnamese
market, especially after the covid epidemic.

4


Famous for being a busy pizza restaurant chain and not taking home delivery to preserve the unique
experience of dining out, Pizza 4P's eventually had to change to adapt to the reality of the food
delivery chain

2.2 Competitors
Regarding competitors in the field of pizza restaurants, there are many competitors in which there
are 3 big competitors that have the most similarities with 4P's:
Table 2.1: Competitors of Pizza 4P's
STRATEGY
Product

Pizza buzza

Pizza hut

Domino

Core Product: The Core Product: The most Core

Product:

dishes at Buzza Pizza recognizable feature of Domino's

is

widely

are kept the original Pizza Hut is the pizzas known for its fresh and
Italian flavor but still with very good quality quality
make

pizzas.

Food

Vietnamese and a variety of sizes and product containers are

people excited. This types. Most people love specially designed to
pizza is Italian because the variety of flavors they keep things fresh and
the

recipe

completely

like

is have.

hot.

a

offered

Information:

traditional pizza, with
tomato

sauce,

mozzarella cheese but
full

of

Vietnamese

flavor thanks to the
chicken, onion, and
garlic. There are also a

non-

vegetarian.

information is posted on Menu

information,

the restaurant's website addresses, food prices,
and main fan page.

promotions or contact
information
posted

Information:

the restaurant to order

dishes is posted on

and

promotions, or contact Information:

Customers can come to

menus, addresses, or

both

addresses, food prices,

14 types.

about

products
are

vegetarian
Information about menus,

variety of cakes up to Order-Taking:

Information

The

immediately or at the
place and then come the
next day or make an
appointment in advance
5

are
on

all
the

restaurant's website and
main

fanpage.

In

particular, Domino also
has an order tracking
section that is highly


channels such as the via the website or call appreciated by many
website,

fan

page, directly. Accompanying customers.

hotline, etc. of the Pizza Hut is Pizza Hut
restaurant.

Delivery, like Dominos,
focusing

Order-Taking:

pizzas
Customers have the
right

Order-Taking:

to

on

to

Deliver
customers'

Like

request

other

companies,
can

homes.

the

customers

come

restaurant

immediate use or make Billing:

two

to

the

to

order

immediately or at the

a reservation, make an Pizza Hut's invoice and place and then come the
appointment

in payment process is very next day or make an

advance. Can book via quick and has enough appointment in advance
website or call directly. specific information on via the website or call
directly. Domino's also

the bill.

Billing:

focuses on delivering

service Payment:

Invoicing

pizzas

process. A standard Currently, Pizza Hut has 4

invoice must include popular

forms

to

customers'

homes.

of

customer information, payment: cash or via bank Billing:
time and location of card, ATM, and momo e- Domino
service, and details of wallet. There are also carefully
charges.

continuously

before

for the customer to

customers

check it again to make

of Consultation:

forms

the

for issuing the bill and waits

Currently, Buzza has 2
popular

checks

coupons... information

vouchers,

Payment:

always

sure there are no errors.

payment: cash or bank Staff will enthusiastically
card. There are also support
vouchers, coupons...

customers

to Payment:

know the available dishes Domino also follows the
and advise on choosing times of having more

Consultation:

the right dish according to forms of payment by eBefore

deciding

choose
customers

a

to

the customer's wishes.

dish,
will

be Hospitality:

wallet,

bank

besides paying cash.
consultation

suggested by the staff
6

card


to choose which dish
suits their needs.

The

staff

is

always The staff will give the

welcoming, smiling, and menu

and

introduce

welcoming guests in a each dish, the best seller

Hospitality:

Staff is extremely well friendly way, creating a to customers.
trained and show very close feeling
Hospitality:
hospitality and warmth Safekeeping:
in

welcoming

customers.

The

Entering Domino's, you

restaurant

has

a will definitely feel the

security guard and an luxurious

Safekeeping:

but

close

extremely safe parking atmosphere by the eye-

The restaurant has a area for customers.

catching

security guard and an

bright smiles of the staff.

extremely safe parking
area for customers.

Exceptions:

and

Pizza Hut always cares Safekeeping:
about

Exceptions:

colors

the

customer's The restaurant has a

feelings, so if there is a security guard and an

staff is always flexible bad influence, it will extremely safe parking
to handle problems or immediately

take area for customers.

special requests from measures to solve the

Exceptions:

customers. Depending problem and recreate the
on the situation, the sympathy.
staff

will

offer

To

ensure

that

customers are always

a

satisfied with the service

satisfactory solution

that Domino provides,
the restaurant always
has a customer survey
campaign to see if there
are any suggestions on
what is not good to

improve.

7


Pricing

The food at Buzza With excellent food taste, Dominos has introduced
always

has

a Pizza Hut boldly priced a unified and consistent

reasonable price and is products

quite

high pricing

policy.

not too high or, more compared to many rival Domino's Pizza always
specifically,

much brands.

adheres to the low price

lower

other

strategy,

than

the

product

competitors, but the

price is always lower

quality of the food is

prices than competitors

extremely guaranteed

(Pizza Hut),

and high-class, which

match

attracts a lot of real

power of Consumers

people. guest. Show

This keeps the basic

that Buzza's direction

price under control and

is to penetrate the

helps

market to get as much

attract customers.

market

share

the

the

and to
spending

company

as

possible.
Promotion

When booking online In Pizza Hut's Marketing To promote its food
at

Buzza

Pizza Mix

7p

strategy,

the products,

Dominos

restaurants in Ho Chi promotion is developed always introduces new
Minh City, you will wisely and achieves a programs and offers to
receive

attractive rapid promotion effect. maintain

incentives such as 30% The company has created attraction.
discount
combo

or
discount

food many

attractive

customer
Home

and delivery is always free.

or outstanding promotional Sometimes the company

other promotions when campaigns such as:

offers a 50% discount on

ordering delivery. It Buy 1 get 1 free or the second pizza. At
can be seen that Buzza discount
times,
the
on
special other
always
promotes occasions.
company
introduces
promotions the most.

programs such as a free
In addition, the company's
marketing team does not

8

mini pizza on a large
pizza


forget

to

implement

marketing

strategies

corresponding

to

each

distinct culture.
For example, in Vietnam,
at

every

Mid-Autumn

Festival,

Pizza

Hut

always aims at the image
of a year-end reunion
pizza in a Vietnamese
family. Western flavor
but

imbued

Vietnamese

with
cultural

identity has stimulated the
curiosity

of

many

customers.
Distribution

The

restaurant

is Pizza Hut always chooses One of the most popular

always located in a the

most

beautiful methods of eating pizza

central location, easy locations in any region is to dine at a Dominos
to find, and not in a around the world.

In store.

Dominos

has

place where there are Vietnam too, always in a many stores in very
many cars passing by, central,

Process

beautiful,

and good locations. Most

so it attracts a lot of convenient location.

shopping centers and

customers to eat more

main

often.

Domino's pizzerias.

streets

have

At Buzza Pizza, the The process of creating Management, delivery,
cakes

are

made dishes
the strictly

at

Pizza

Hut and operation processes

complies

with are always improved to

according

to

traditional

standard food safety and hygiene suit the development

process. Serve hot at regulations.

When

the requirements of society.

the table with pure order is placed, the pizza In particular, Domino's
9


dipping

sauce will be immediately made Pizza

launched

guaranteed to satisfy and served hot with the delivery
any diners

a

tracking

desire to give customers program on Facebook,
the best experience..

whereby customers and
their friends can know
the exact process, time,
and exact delivery time
after delivery. customer
order.
In addition, due to the
current covid epidemic,
Domino

has

an

extremely

interesting

"1-touch"

delivery

process and ensures the
principle of 5k
Physical

Large area, decorated Pizza Hut's storage space Currently,

evidence

according
outside

to

Seating

like a castle, going dining

table

inside the restaurant is comfort

when

The enjoying

atmosphere
luxurious

style

gentle from the staff.

food

scissors

dining, observe

at

a store.

restaurant.

of

the

restaurant. Pizza Hut is

In addition, customers also selected from highend goods. Not to
can also watch the
baking process directly mention customers also
experience eating pizzas
10

Pizza

create Theater, customers can

the Besides, the knife, fork,

service is attentive and and

of
the

process

staff's
and

feeling of operations right at the

is luxurious
and

and the

Italian private but not cramped, baking

style from paintings to giving the
utensils.

the

the is invested and built very redesign of the store in

architecture carefully.

decorated in

with


from the bakery on the from pans that fit their
ground floor.

plates, bringing a very
interesting feeling.

People

Staff

is

always Service staff brings great Domino's

interested

in sympathy to customers. In employees

customers, asking if particular, any customer training
customers
anything.

need who rings the bell to go Domino's

Pizza
use

basic

following
Pizza

Especially out in front of the door standards in the US to

will always support will receive a thank you take full advantage of
customers in the fastest note from the service local cultural knowledge
way

by

estimating staff.

what they need.

and maintain Domino's
Pizza business culture.

11


Section 3. Target customers analysis & Positioning Strategy
3.1 Targeting

Pizza 4P’s is aimed at consumers aged 18 years and over, living and working in big cities such as
Ho Chi Minh, Hanoi, Da Nang, Hai Phong. This is a group of people who have a hobby of meeting
friends, meeting business partners, mostly students or people with stable incomes, occupations in
general, or maybe couples, or families. Family wants to have a cozy dinner together at a restaurant.
Because the price of products at Pizza 4P’s ranges from 250,000 to 500,000 VND per serving,
Pizza 4P’s wants to target customers with average income - well over 7 million VND a month.
Pizza 4P's also regularly launches pizzas with unique and new flavors, that's why one of the groups
of people who have a modern lifestyle, like to try new things and enjoy life as well. is the audience
that Pizza 4P’s targets.
In addition, eating out is also becoming an essential part of modern life due to the increasing
demand for communication and meeting, with the spending level of Vietnamese consumers on
eating out increases depending on where they live. For that reason, Pizza 4P's is also aimed at
customers who love food, want to gather to eat and drink, enjoy outside dishes, ignore the chaos
of life, immerse themselves in meals and the joys of life cozy of Pizza 4P’s.
With the introduction of many cultures, the love for cheese is one of the leading reasons for
promoting foreign dishes such as Pizza 4P’s - which produces 8 types of cheese with different
flavors. Different businesses have helped businesses penetrate strongly into the Vietnamese
market. Pizza 4P's hits the taste of Vietnamese people who love cheese because the customer's
psychology will be stimulated by the simplicity and attractiveness of the dish, the good quality of
cheese will make consumers sympathetic and favorite, that will make them willing to pay for their
dish.

12


Figure 3.2: Factors which Vietnamese people care about when they choose eating outside

3.2 Consumer Behavior
3.2.1 Need arousal
The decision to buy or use a service is triggered by a person’s or an organiztion’s un-derlying need

or need arousal.
People today often live in a socially integrated way, so when they see that everyone around them
tends to like to eat and experience the service at Pizza 4P’s, they will be curious to know what's
special there. Or when hunger strikes, what will people want to eat Pizza in an environment with
soft music, warm space, Vietnam is a developing country so the need to experience the service is
more than just simply eat full, so they will consider the need to experience the above sensations at
Pizza 4P’s.
3.2.2 Information search
Once a need or a problem has been recognized, customers are motivated to search for solutions to
satisfy the need.
Once they realize that Pizza 4P’s will meet some of their needs, they will find information through
social networks, advertising, experience reviews from friends, relatives even famous food bloggers
reputation, among countless different Pizza brands to compare and decide to choose.
3.2.3 Evaluation of alternative solutions
When faced with several alternatives, customers need to compare and evaluate the different service
offerings. Ease or difficulty of evaluating a product before purchase is a function of its attributes
where we distinguish between 3 types:
Search attributes: are tangible characteristics customers can evaluate before purchase.
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Consumers will specifically evaluate the taste of food, the nearest location, the support of Pizza
4P’s' services.
Experience attributes: are those that can not be evaluated before purchase.
This is the stage where the customer's experience is needed to evaluate the items that the customer
has referenced in the Search attributes step.
Credence attributes: Products characteristics that consumers find hard to evaluate even after
consumption are known as credence attributes
It is not an easy task for the customer because the customer is not a professional in the situation
that can indicate what clean food is, or whether the quality of food is healthy or not.

Perceived risks: is especially relevant for services that are difficult to evaluate before purchase and
consumption, and first-time users are likely to face greater uncertainty.
•

Functional (unsatisfactory performance outcomes): Will the experience at Pizza 4P’s happen
the same way as I expected?

•

Financial (monetary loss, unexpected costs): Will the price that Pizza 4P’s update on website
change compared to directly eating at restaurants?

•

Temporal (consequences of delays): If I book the table on Pizza 4P’s website, will I have to
wait in line before entering the restaurants?

•

Physical (personal comfort): How can I be sure that the atmosphere in Pizza 4P’s restaurants
like people reviewed?

•

Psychological (personal emotions): Will the demeanor of staffs let me down?

•

Social (how others think and react): What will my friends thinks of me if they known that I
eaten at Pizza 4P’s?

•

Sensory (unwanted effects on any of the five senses): Will the toilet at Pizza 4P’s smell good?

Expectation: are formed during the search and decision – making process. Expectations can even
be situation – specific, expectation chang over time, and are influenced by supplier-controlled
factors – such as advertising, pricing, neww technologies and service innovation – as well as social
trends, advocacy by consumer organizations, and increased access to information through the
media and internet. Expectations embrace several elements, including desired, adequate, and
predicted service, zone of tolerance that falls between the desired and adequate services levels.

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•

Desired service: It’s a wish for level – a combination of what customers believe can and should
be delivered in the context of their personal needs.

•

Adequate service: The minimum level of services customers will accept without being
dissatisfied.

•

Predicted service: it can also affected by service provider promises, word of mouth and past
experiences.

•

Zone of tolerance: Performing too low causes frustration and dissatisfaction, whereas
exceeding the desired service level should surprise and delight customers. Another way of
looking at the zone of tolerance is to think of it as the range of service within which customers
don’t pay explicit attention to service performance

3.2.4 Purchase decision
After have consumers evaluated possible alternatives, by, for example, comparing the performance
of important attributes of competing service offerings; evaluate the perceived risk associated with
each offering; and developed their desired, adequate, and predicted service level expectations, they
are ready to select the option they like best.
In many instances however, purchase decisions involve trade - offs. Price often is a key factor.
Once a decision is made, the consumer is ready to move to the service encounter stage.

3.3 Encounter stage
This is the stage where, after deciding to buy, customers will experience the "core product" of the
service. First, the "moments of truth" metaphor shows the importance of effectively managing
touchpoints - - This is the stage where, after deciding to buy, customers will experience the "core
product" of the service. A second frame work, the high / low contact service model, helps us to
better understand the extent and nature of points of contact – this is the stage when customers
evaluate factors such as the interior and exterior of Pizza 4P’s, the presence and behavior of the
staff, in addition to the surrounding atmosphere, the presence of other customers.
A third concept, the service model, focus on the various types of interactions that together create
the customer's service experience – servuction system:
•

Technical core: where inputs are processed and the elements of the services products are
created. This is an invisible stage that customers can't see, but if there is a delay in the order
process, make a wrong order, customers will be noticed about that and have bad impression

about Pizza 4P’s.
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•

Service delivery system: where the final “assembly” takes place and the products delivered to
the customers.

Finally, the theater metaphor communicates effectively how one can look at "staging" service
performances to create the experience customers desire.
•

Service facilities: Imagine service facilities as containing the stage on which the drama unfolds.
Sometimes the setting changes from one act to another.

•

Personnel: The front - stage personnel are like the members of a cast, playing roles as actors
in a drama, and supported by a back - stage production team.

3.4 Post – encounter purchase
In evaluating service performance, customers can have expectations positively disconfirmed,
confirmed, or negative confirmation.
Unexpectedly high levels of performance, arousal, and positive affect are likely to lead to delight.

Figure 3.3: Positioning map of Pizza 4P's
Although it also chooses pizza as its main product, Pizza 4P’s positions itself as a fine-dining
restaurant chain instead of a fast food restaurant or pizzeria like other brands.
The total number of Pizza 4P’s restaurants so far is only 20, concentrated in four major cities,

compared with the scale of more than 90 stores of Pizza Hut and more than 70 stores of The Pizza
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Company. However, the revenue in 2019 of this chain still reached nearly VND 570 billion, only
25% and 8% behind the two leading chains. Its growth rate is comparable to The Pizza Company
and far exceeds Pizza Hut in recent years. In terms of profit, Pizza 4P’s also outperformed its
competitors. Pizza 4P’s has been profitable after 5 years of operation, and in the last two years,
this chain has made a profit of more than VND 50 billion.
To achieve today's success, the thing that really leaves an impression in the hearts of diners is the
cakes. Pizza 4P's is very well positioned on how to produce and launch its pizzas because at Pizza
4P's there is no concept of ready-made and reheated cakes. Everything is made on site - right after
the customer places an order. From mixing the dough, kneading the dough, to arranging the filling
and putting it in the brick oven. The cake when placed in front of the customer is always a cake
that has just come out of the oven for a minute or two, still fresh with the aroma of new dough.
The special thing about the pizza at 4P's compared to other stores is the Italian-style pizza baked
with wood in a terracotta oven. In particular, the pizza base must be kneaded by hand to achieve
the desired thickness. The taste of the food at Pizza 4P's combines two cuisines of Japan and Italy.
In addition, Pizza 4P's also produces its own cheese. The entire cheese-making process, from
cooking milk to pulling cheese at 4P's factory, is made entirely by hand, like the French tradition.
Besides product quality, service quality is also a highlight of Pizza 4P's compared to competitors.
With the motto "Delivering Wow, Sharing Happiness" and the style of the restaurant from Japan,
it has partly shown the attentive and enthusiastic service here. Delicious, creative dishes with stable
quality throughout the years, professional and welcoming service style at any time and diverse
space layout is one of the ways to be a business positioning and development for many years now.
One of the factors that keeps 4P's in the top of favorite restaurants in Saigon is encapsulated in two
words "sustainable". Pizza 4P's locates the restaurant model according to the "sustainable"
criterion and is formed from 3 areas: Sourcing, Social Contribution and Environmental Protection.
The vegetables and herbs grown at the restaurant are grown and nurtured entirely by organic
methods, bringing diners the freshest ingredients. The "social" nature of 4P's development into a

sustainable restaurant chain also lies in providing healthy meals with about 25% of 4P's appetizer
menu being vegetable dishes and the restaurant also There are many options for vegetarians. Pizza
4P's is also recognized as an environmentally friendly restaurant when besides using plastic straws,
furniture such as tables and chairs in the restaurant is also made from recycled materials.

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Section 4. Analyzing the Marketing Mix (7Ps) Strategies
4.1 Services Product strategy
4.1.1 Characteristics of restaurant service at Pizza 4P's
Relative Intangibility: Intangibility reflects the fact that customers rarely get real products as a
result of service activities. The result obtained with the customer is often a pleasant experience or
not. Pizza 4P's restaurant service is made up of many different factors, including intangible
elements that customers cannot see or feel before consuming the service such as: smell, taste of
the dish food, service attitude of the staff... only when they consume the service can they feel the
elements.
Simultaneousness between production and consumption: Customers will in fact decide the
production of food services. At Pizza 4P's, it is not possible to create a service without the input
of customers. Customers are both consumers and direct participants in the service production
process. Food service production is not done before the arrival of the customer.
The decisiveness of the human factor in the process of creating services: Food and beverage
services are provided by children to humans. This requires Pizza 4P's to pay more attention to the
selection, training, placement and compensation of employees to provide high quality service.
Perishability and non-storable: Due to the simultaneity of service production and consumption,
food service products cannot be stored and are easily damaged. The perishability and nonstorability of the food service caused the managers of Pizza 4P's to come up with measures to
smooth the demand by using price tools and other tools to attract customers in the future certain
time.
Difficulty in quality control: Due to the characteristics of the service that production and
consumption take place at the same time, customers cannot know in advance and check in advance

whether the service is good or not, but that can only be felt while the customer consumes the
service. Therefore, in order for customers to feel a part of good service, Pizza 4P's has focused on
investing in facilities, clean and beautiful space ... to create a comfortable feeling for customers.
Heterogeneity of service: Because customers want to be taken care of as separate people, food
service is often personalized and heterogeneous. It is difficult for restaurant services to provide
service standards to satisfy all customers in all circumstances because that satisfaction depends on
the perception and expectations of each customer.

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