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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TEACHER COMMENT
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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
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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
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4.7.1Service Person



4.7.2The Frontline i

4.7.3Emotional Lab

4.7.4From the Cycle

4.7.5Human Resour

4.7.6Service Leader
Section 5. Evaluation & recommendation .................................................................................

5.1Services Product strategy .........................................................................

5.2Pricing strategy .........................................................................................

5.3Distribution strategy .................................................................................

5.4Promotion strategy ....................................................................................

5.5Service processes management ................................................................

5.6Physical evidences management ..............................................................

5.7People management ..................................................................................
Conclusion ....................................................................................................................................
List of References & Originality ................................................................................................
Appendices ...................................................................................................................................
Report plagiarism ........................................................................................................................

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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

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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
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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.


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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.

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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 e-wallets.
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.

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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



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channels

such

website,

fan

hotline,
restaurant.

etc.

Order-Taking:
Customers
right

to

immediate use or make
a reservation, make an
appointment
advance. Can book via
website or call directly.
Billing:
Invoicing
process.


A

invoice must
customer
time

and

loca

service, and details of
charges.
Payment:
Currently, Buzza has 2
popular

form

payment: cash or bank
card.

There

vouchers, coupons...
Consultation:
Before

decid


choose

a

customers
suggested by the staff


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to choose which dish
suits their needs.

welcoming, smiling, and menu and introduce
welcoming guests in a each dish, the best seller

Hospitality:
Staff is extremely well

trained

and

show

hospitality and warmth
in

The staff is always The staff will give the


friendly way, creating a to customers.
very close feeling
Safekeeping:

welcoming

customers.

The

Safekeeping:

security

The restaurant has a
security guard and an
extremely safe parking

area for customers.

extremely
area for customers.
Exceptions:
Pizza

Exceptions:

about the customer's The restaurant has a feelings,


staff is always flexible

so if there is a security guard and an bad influence,

to handle problems or

it will extremely safe parking

special requests from

immediately

take area for customers.

customers. Depending measures to solve the Exceptions:
problem and recreate the
on the situation, the
To
ensure
that
sympathy.
staff will offer a
customers are always
satisfactory solution
satisfied with the service

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.

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Pricing

The

alwa

reas

not t

spec

lowe

com

qual


extre
and

attra

peop
that
is

mark

mark

poss
Promotion

Whe
at

resta

Min

rece

ince

disc


com

othe

orde

can b

alwa
prom

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Distribution

Process

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dipping
guaranteed to
any diners

and exact delivery time
after delivery. customer
order.
In addition, due to the
current covid epidemic,

Domino

has

extremely

interesting

"1-touch"

delivery

an

process and ensures the
principle of 5k
Physical

Large area, decorated

evidence

according
outside
like

a

inside the restaurant is
decorated

style from paintings to
utensils.
atmosphere
luxurious
service is attentive and
gentle from the staff.
In addition, customers
can
baking process directly

also

castle,


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LUAN
MOI
download
:
skknchat1
23@gmail
.com

People

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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.

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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 underlying 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. 13

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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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