Académique Documents
Professionnel Documents
Culture Documents
On
Guided by:
Mrs. Harleen Kaur
Submitted by:
HARSHIT GUPTA
RollNo. -
1130671066
Session 2015-201
School of Management
Declaration
I, HARSHIT GUPTA, student of BBA batch (2015-2016) declare that
the
project
entitled
Factors
ACKNOWLEDGEMENT
I am BBA IIIrd year would like to convey my humble and kind
S.N
Topic
Page No.
o
1
EXECUTIVE SUMMARY
INTRODUCTION
A) Company Profile
B) History
C) Mission. Core Values
D) Organization Chart
MARKETING ANALYSIS
QUESTIONAIRE
FINDINGS
CONCLUSION
SWOT ANALYSIS
COMPARITIVE ANALYSIS
10
SUGGESTIONS
11
ANNEXURE
12
APPENDIX
Signature
EXECUTIVE SUMMARY
6
During the past four decades Fast food Sector has built a reputation for
excellence that has earned the respect of consumers and industry experts
alike. Building a leading company like Dominos and leading pizza
company has required relentless innovation, commitment to quality and
dedication to customer service and value. The qualities of entrepreneurship,
growth and leadership have characterized Fast food Sector hut business
through more than four decades of success. Through the strength of its
heritage, its culture and its people and franchisees, Fast food Sector Hut
looks forward to more success in future.
INTRODUCTION
The food markets in INDIA and the rest of
industry
that
planning,
theme, transportation, cruise line, and additional fields within the tourism
industry. The hospitality industry is a several billion dollar industry that
mostly depends on the availability of leisure time and disposable income. A
hospitality unit such as a restaurant, hotel, or even an amusement park
consists of multiple groups such as facility maintenance, direct operations
(servers, housekeepers,
porters,
kitchen
workers, bartenders,
etc.),
10
food
chains
prepares
and
serves food, drink and dessert to customers in return for money. Meals are
generally served and eaten on premises, but many restaurants also
offer take-out and food delivery services. Fast food chain vary greatly in
appearance and offerings, including a wide variety of the main
chef's cuisines and service models.
11
Influencing Consumers
Buying Behavior In Fast Food Industry Special Ref
to Dominos
Objective of Study
12
products?
Whether there is change in the food consumption habits and
purchase decisions for people after their movement to different
regions? If yes, what are the factors responsible for these
changes ?
13
BEHAVIOR
There are four major factors that influence the buying behavior
such as cultural factors, social factors, personal factors, and
psychological factors.
i.
SOCIAL
FACTORS:
influenced
by
social
consumer
factors
such
behavior
as
the
is
also
consumer
PERSONAL
FACTORS:
buyer
decision
is
also
by
four
major
psychological
factors
such
as
I.
BUYING ROLE
The buying role could be classified into four parts. These are
initiator, influencer, decider and buyer.
II. TYPES OF BUYING BEHAVIOR
Consumer decision taking varies with the type of buying
decision. There are four types buying behavior such as Complex
buying behavior, Habitual buying behavior, Variety seeking
buying behavior.
15
like
personal
sources
commercial
sources,
experimental sources.
EVALUATION OF ALTERNATIVES
After
gathering
information
about
different
products
the
mainly
alternatives
consumer
usually
evaluate
the
PURCHASE DECISION
16
up
to
five
purchase
decisions.
it.
They
may
try
to
reduce
the
dissonance
by
17
LITERATURE REVIEW
Marketing
Marketing
goods,
services
to
create
exchanges
that
satisfy
4.Price
5.Place
6.Promotion
7.Research and development
8.Marketing research
point
of
any
segmentation
discussion
is
mass
group
within
market
with
similar
wants,
characteristics;
geographic,
demographic,
and
19
events,
places,
properties,
organizations,
manager
must
develop
preliminary
marketing
Product
Price
Promotion
Place
Product
List price
Sales
Channels
variety
promotion
Quality
Discounts
Advertising
Coverage
Design
Allowances
Sales forces
Assortment
s
Features
Payment
Public relation
period
21
Locations
Brand
Credit
Direct
Inventory
name
terms
marketing
Packaging
Transport
Sizes
Services
Warrantie
returns
MARKETING STRATEGY
Marketing is not Euclidean geometry a fixed system of
concept. Rather marketing is one of the dynamic fields with in
the management arena. The market faces continually a new
challenge
everyday
and
companies
must
respond
to
it
organization
should
must
be
careful
about
it's
Promotional Strategy
23
Under
the
market
strategy
promotional
idea
is
very
24
It all started in the year 1960, when two brothers named Tom and James
Monaghan bought a small pizzeria in Michigan by the name of Dominicks
Pizza. They bought it for $500 and gave a down payment of $75. After 8
months, James quit and traded his shares with his brother for a second hand
Volkswagen car. This led Tom to revitalize the image of the eating joint and
name it Dominos Pizza.
In the year 1968, a fire destroyed the companys headquarters. In the year
1975, another hindrance came in the form of a trademark-infringement
lawsuit by Amstar, the maker of Domino sugar. Despite these obstacles,
Dominos Pizza expanded as a brand and in 1978, the 200 th Dominos Pizza
franchise was opened. Before the end of the seventies, there were over 200
franchises of Dominos Pizza in US and it started to prepare to launch itself
on an international scale.
In the year 1983, Dominos Pizza opened its first international franchise at
Winnipeg, Manitoba, Canada. This was a major step in decentralizing its
operations. By the end of 1983, it also opened another franchise at
Brisbane, Australia. Yet another milestone in that year was the opening of
the 1000th Dominos Pizza outlet. From here on, the number of Dominos
Pizza franchises increased quickly all over the world.
Despite international recognition, Dominos Pizza primarily remained as a
traditional fast food joint. It had a very simple menu and only sold one type
of pizza crust that was named the regular pizza. The pizza dough was
25
shaped by tossing it in air and pulling it into shape. Only two sizes of the
pizza dough existed before they added medium and extra large owing to
growing competition. There was absolutely no concept of side dish and side
others and the only beverage that was available with it was Coca Cola
Classic.
This traditional outlook of Dominos was changed in 1989, when the Deep
Pan Pizza was introduced. The company was being forced to change
according to the market demand. This in fact consolidated the financial base
of the brand and also ensured further growth of Dominos Pizza as a brand.
The move to change the menu and add items that was preferred by general
public made it popular among many and that year, Dominos Pizza opened
its 5000th store. Till this time, Dominos rigorously marketed their brand and
made it popular all over the world.
Company History
26
Dominos Pizza is the second largest franchised pizza chain in the U.S.A.,
and the history of Dominos Pizza is similar to its rival Pizza hut; two
brothers started it with borrowed equity in the sixties. Tom and James
Monaghan bought a small Michigan Pizzeria called Dominick's, which was
jointly run by them until James traded his share for a second hand car. Tom
revitalized the image by changing the name to Dominos Pizza .
By the late seventies there were over 200 franchise pizza businesses in the
States and Dominos Pizza was ready to go International. In 1983 Dominos
Pizza opened its doors in Winnipeg, and in the same year opened its one
thousandth store. Later that same year Domino's corporate history was to
begin in Australia with its first franchise in Brisbane, on the East coast.
The locations for Dominos Pizza grew quickly from here as they sprung up
in all sorts of diverse places including Bogot. Despite Domino's Pizza
springing up diverse locations, they were still a very traditional company.
Domino's Pizza menu had been kept very simple and streamlined; they only
sold one type of pizza crust which they named the regular pizza. Domino's
Pizza dough was shaped by tossing the dough and pulling it into shape. The
pizza menu included just two sizes of dough, it was not until much later that
competition forced them to add a medium and extra large sized pizza. There
were no such things as side orders you could have Pizza, pizza or Pizza and
you could only drink a Coke with it.
27
MILESTONE
Like most corporate success stories, Domino's started out small - with just
one store in 1960. Now, Domino's Pizza is celebrating over forty years of
delivering food, fun and innovation.
Dominos in India
Domino's Pizza India Ltd. was incorporated in March 1995 as the master
franchisee for India and Nepal, of Domino's Pizza International Inc., of
USA. Moreover, the company holds the master franchisee rights for Sri
Lanka and Bangladesh through its wholly owned subsidiary. Mr. Shyam S.
Bhartia and Mr. Hari S. Bhartia of the Jubilant Organosys Group were the
promoters of the company.
Since inception, Domino's Pizza India Ltd. has proceeded to become one of
the largest and fastest growing international food chains in South Asia. The
first Domino's Pizza store in India opened in January 1996, at New Delhi.
Today,
Domino's Pizza India has grown into a countrywide network of over 165
outlets in 33 cities and is the leader in the fast food delivery segment.
Hazaratganj
Gomti Nagar
Organization Structure
32
rTFlSeiRCwmanoMcdstAubgq
33
Hut
Express"
and
"The
Hut"
locations
are fast
food restaurants. They offer a limited menu with many products not found
at traditional Pizza Huts. These type of stores are often paired in
collocated location with a sibling brand such as Wing Street, KFC or Taco
Bell, and are also found on college campuses, food courts, theme parks, and
in stores such as Target.
Company History :
The history of Pizza Hut began in 1958 when Frank and Dan Carney
opened the first store in Wichita Kansas. Frank and Dan were brothers and
best friends. In 1958, they asked their mother to borrow 600.00 and they
successfully started the now world renowned restaurant called Pizza Hut.
The brothers decided that they wanted the word pizza in the name of the
restaurant and since the place itself reminded them of a hut, they came up
with Pizza Hut. They based their business on quality and customer service
and proved to succeed with both.
34
In 1964, the brothers decided to change the look of Pizza Hut and they
erected the buildings that are universally recognized and related to the Pizza
Hut name. In 1970, the history of Pizza Hut made a huge move. Pizza Hut
was now publicly traded on the New York Stock Exchange. In 1973, Pizza
Hut opened its first doors off of American soil. Japan, England, and Canada
all housed the first of the international Pizza Hut businesses. In 1977 a huge
company named PepsiCo merged with Pizza Hut and Frank Carney still
remained the leader even with the merged companies. He decided in 1980 it
was his time to leave and pursue other personal goals and opportunities. By
1986, there were one hundred restaurants in the United Kingdom and five
thousand establishments worldwide. The business was really starting to
flourish after pan pizza got introduced six years earlier.
The early 90's consisted of many delivery and restaurant stores opening
throughout the United Kingdom and Russia. In 1994 there were over ten
thousand Pizza hut open for business worldwide. In 1997, PepsiCo decided
to focus solely on their drinks business (Pepsi) which resulted in the
foundation of Tricon Global Restaurants. Tricon Global Restaurants is
known today as the largest restaurant brand in the World. Sicilian pizza was
also launched in the United Kingdom in 1997 and proved to be a huge
success. In the year 2000, Pizza Hut introduced a new type of pizza called
The Edge. This pizza was very unique and unlike any other pizza available.
It was a thin pizza with toppings all the way around the edge.
35
The history of Pizza Hut made a big step forward in 2003 when it was made
public that 500 restaurants were now open in the United Kingdom
employing a total of over 20,000 people. In 2004 the Big New Yorker Pizza
was introduced to the public which proved to be yet another successful and
desirable pizza. 2005 brought the launch of the bigger and larger 4 for All
pizza. Just this year Pizza Hut came out with their garlic crusted pizza and a
larker 4 for all.
Pizza Hut can now be found in 17 different countries and all of the United
States. The company has became a world recognized symbol of good pizza.
1958- Frank and Dan Carney open the first Pizza Hut in
Wichita, Kansas.
1972 -1000 restaurants are open throughout the USA.
1973- Pizza Hut went international with restaurants in Japan,
Canada &
England. The first UK Pizza Hut opened in Islington, London.
1977-PepsiC o bought Pizza Hut.
1980- Pan Pizza was introduced.
36
people.
37
Brands Inc. Pizza Hut UK Ltd was now 100% owned by Yum!
2008 -We bought Godfather's Pizza in Ireland with 28 stores.
ACCOUNTABLE
for
growth
in
customer
satisfaction
andProfitability
RECOGNIZE the achievement of others and have fun doing it.
38
The Pizza Hut franchisee stepped into the Indian fast food market by
opening a dine-in restaurant at Bangalore in 1996. The pizza franchise soon
expanded itself in India and now has the KFC brand beneath its umbrella.
The fast food franchise was the first international fast food firm to make an
entry into the Indian scene and has thus pioneered the Indian pizza market.
there are 146 restaurants across 36 cities in India.
The menu provided at the Pizza Hut franchise is that of a complete meal.
Customers are considered as honored guests at the fast food franchise and
are treated accordingly .The fast food franchise also ensures that it adds an
Indian touch to all the varieties of pizzas that it makes available to Indian
customers. Various delicious combinations are tested at the Indian Pizza
Hut franchisee outlets by blending the original menu with Indian favorites
to make fresh salads, garlic based breads, soups, yummy pastas and
delicious desserts.
The employees of the restaurant support centre of the Pizza Hut fast food
franchise which functions in New Delhi works hard to place Pizza Hut at
the top of Indian market. The support centre takes care of finance, legal and
marketing sides of the Indian operations of Pizza Hut franchisees .
Pizza Hut In Luck now:
SAHARAGANJ MALL
M.G.Road Luck now
39
WAVE MALL
The Deputy Manager works as part of the management team to ensure that
the
restaurant operates effectively, meeting sales and profit targets and quality
standards. The role is also to assist the manager in ensuring that all the team
is
recruited and trained to meet all quality and product standards
.
Restaurant General Manager
The Restaurant General Manager has a responsibility for the running of the
restaurant, managing the business as if it were their own: managing the
financial
side, product ordering, production, quality monitoring, customer service
and
training and development of staff.
Restaurant General Managers can progress on to become Area Managers
who
manage ten restaurants or more.
RESEARCH OBJECTIVE
(i) To find out the market strategies of both the brands.
Pricing Strategy
41
Placing Strategy
Promotional Strategy
Product Strategy
(ii)To find out the how food chain are increasing & dominating the
restaurant market in India.
(iii)
Dominos.
(iv)
(v) To find out the items they both offer to attract the customers.
RESEARCH METHODOLOGY
42
Research Methodology :
Research Design:
The techniques used for research is Exploratory Research.
Research Tool :
Questionnaire and interaction( I have also met Mr. Vinod , the
manager at Dominos)
Through internet, articles, magazines etc.
43
Sampling Plan :
Area Covered : LUCKNOW
SAHARA GANJ MALL
EAST END MALL
MG ROAD
INDIRA NAGAR
Aliganj
Size : 50 Questionnaires From Customers
44
DATA ANALYSIS
Marketing Practices
Dominos in India
Domino's Pizza India Ltd. was incorporated in March 1995 as the master
franchisee for India and Nepal, of Domino's Pizza International Inc., of
USA. Moreover, the company holds the master franchisee rights for Sri
Lanka and Bangladesh through its wholly owned subsidiary. Mr. Shyam
S.Bhartia and Mr.Hari of the Jubilant Organosys Group were the promoters
of the company.
Since inception, Domino's Pizza India Ltd. has proceeded to become one of
the largest and fastest growing international food chains in South Asia. The
first Domino's Pizza store in India opened in January 1996, at New Delhi.
Today,
45
Domino's Pizza India has grown into a countrywide network of over 165
outlets in 33 cities and is the leader in the fast food delivery segment. Their
home delivery is free with a guarantee of Thirty Minutes Nahi to Free.
Although they are expert in delivering Pizzas on time, their eating joints
and outlets are also good. We plan to have a total of 500 stores in 75-80
cities by 2010 to 2011. It would entail an investment of Rs 200 million
during the period
MARKET STRATEGIES
46
PRODUCT MIX :
48
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Co- Branding
Dominos has major tie-ups with various companies as their co- branding
Strategy
Coca-Cola
Fanta
Sprite
49
PRICING STRATEGY:
Dominos follows a pricing policy that is determined based on the economy
of the country. The pricing policy of Dominos gives a competitive
advantage to the company over its competitors.
The price discounts available to the customers are used as a
tool to attract customers into the store.
Dominos also follows seasonal pricing in order to attract
customers and to keep an edge over its competitors.
The company also has special discounts on bulk purchases.
Value Ladder strategy:
Value Pricing.
Pizza mania Rs 39
Veg pizza( regular) starts from Rs 75 to Rs.150
Veg pizza( medium) starts from Rs 150 to Rs270
Veg pizza( large) starts from Rs 285 to Rs 430
Non-Veg pizza( small) starts from Rs 105 to Rs 190
Non-Veg pizza( medium) starts from Rs 215 to Rs315
50
PROMOTION
Believe that the strength of Dominos Pizza brand makes one of the first
choices
of
continue
to
promote brand name and enhance reputation as the leader in pizza delivery
Dominos use advertising, sales promotion, including
promotional education, publicity, and personal selling for
promoting his services.
Domino's is also undertaking a brand positioning with launch of a Rs 6
crore advertising and marketing campaign over next three months.
1) Pizza Order Discount: Dominos offers its customers a number of
discount and other promotions on purchasing Dominos pizza.
51
2014
proling
including
the
customers
to
52
pizza
from
their
customers
are
technology
will triangulate the customers co-ordinates and ask whether they would
like
to
order
from
their nearest store or request the post code for the store they would like the
delivery made to.
Packaging
Pizza and side order boxes account for most of the packaging used by
Dominos Pizza, although some small items such as dips and desserts are
packaged in other materials. This fact sheet focuses on Dominos Pizza box
packaging
Design
Nearly 38 million pizza boxes are used by Dominos Pizza in a year,
each one bearing the
53
PLACE :
Dominos Pizza stores are established in almost 50 countries and they
have
got
more
54
located in the contiguous United States, and domestic Companyowned store operations, which operate network of 489 Companyowned stores located in United States
Domestic supply chain-Domestic supply chain segment operates 17
regional dough manufacturing and food supply chain centers, one
supply chain center providing equipment and supplies to certain of
domestic and international stores and one vegetable processing
supply chain center International.
55
PEOPLE :
Self serve
Provide home delivery facility
56
PHYSICAL ENVIRONMENT
Targetting
Pizza hut targeted market defines them as a family product. This is because
they dont really directly market their customers. They target everyone
whereas their competitors target a certain gender or age. But pizza hut
57
targets a wide range of customers. This is because they want to make the
most money and who blames them.
They have many competitors and they are bound to try everything to cope
up tops. Their competitors are everywhere. There are just a few that are
main competitors and pizza hut will always try to be the best and get the
most money by making their products better quality but also cheaper.
They try to offer something different with their product as well. They offer
a range of stuffed crusts to try and attract customers. They also do
vegetarian options with meet free pizzas and a salad and pasta bar. Not a lot
of restaurants offer a salad and a pasta bar. This is another competitive idea
to attract or customers.
Positioning
Pizza Hut was among the first multinational brands to enter in the pizza
retail sector in India. Worldwide and in India , Pizza Hut has come to
become synonymous with the 'best pizzas under one roof'. This is because
at Pizza Hut the belief is that every pizza has its own magic, thus making it
a destination product which everyone seeks. It is this belief that has
ignited the passion to create, innovate and serve the finest product the
industry has to offer, while setting standards for others to strive to replicate.
Pizza Hut is committed to providing uncompromising product quality,
offering customers the highest value for money and giving service that is
warm, friendly and persona
58
A critical factor in Pizza Hut's success has been its unique dining
experience. Crew members at Pizza Hut strive each day to provide
'CUSTOMER MANIA' - the kind of service that ensures that every
visit of the customer is a memorable one.
Pizza Hut's constant endeavor to provide extra value whether it is pizzas
which are available to suit every price range, new promotions or the
introduction of innovative product ranges - that puts a 'Yum' on every
customer's face - has allowed it to increase its presence in INDIA to the
current 146 restaurants across 36 cities.
Customer Behaviour :
Pizza Huts marketing strategy is very simple: we want to satisfy our
customer by offering them the best. Pizza Hut has always valued customer
service and satisfaction. In 1995, Pizza Hut began two customer satisfaction
programs:
a 1-800 number customer hotline, and
a customer call-back program.
These were implemented to make sure their customers were happy, and
always wanted to return.
Another big strength and even a competitive advantage is the fact that they
have a full service restaurant as well as delivery services. Pizza Hut offers a
sit- down, conversational type restaurant where families can take their
children for birthday parties for example. Pizza Hut's broad selection of
59
From the above diagram we can see that pizza hut has enjoyment as a basic
product but it provides food for it. Thus a person having a basic need of
enjoyment can go to pizza hut and have pizza which is the companys core
product. Hot pizza and good taste are his expectation. Thus the company
should ensure this by providing good pizza. The value adds services refer to
the overall dining experience, the service quality, ambience etc.
Product differentiation
Worldwide and in India, pizza hut has come to become synonymous with
the best pizzas under one roof. This is because at pizza hut the belief is
that every pizza has its own magic, thus making it a destination product
which everyone seeks. It is this belief that has ignited the passion to create,
innovate and serve the finest product the industry has to offer, while Setting
standards for others to strive to replicate. Pizza hut is committed to
providing uncompromising product quality, offering customers the highest
value for money and giving service that is warm, friendly and personal. A
critical factor in pizza huts success has been its unique dining experience.
Crewmembers at pizza hut strive each day to provide customer mania
the kind of service that ensures that every visit of the customer is a
memorable one.
61
Pizza features
Pizza hut has many unique features of their product due to which it attracts
the customers. The product is classified into non durable goods as it is a
food item pizza hut differentiates itself with its competitors with respect to
their wide range of offerings (menu items) one can find besides pizzas
range of, pastas appetizers, cakes, and desserts etc. There are quite a lot
number of menu items to choose
Some of the items are
Pizzas ( four different types)
American Pan Pizza
Stuffed crust Pizza
Cheesy bites
Masala cheesy bites
Pastas and salads
Spicy Tomatoes
Arrabbiata
Creamy mushroom
Spicy tomatoes with smoked chicken
Arrabbiata with smoked chicken
Appetizers
Garlic bread
Cheese garlic bread
Garlic bread exotica
62
Style
Pizza is delivered in hot pans and served in style. The toppings in the pizzas
are also dressed in a good fashion. Thus having food in style defines pizza
huts experience.
Service differentiation
Ordering ease
Once one enters the restaurant immediately the assistants initiates the
ordering process by providing the menu. All associates are well trained in
English and can take order from any customer.
Delivery
63
PRICING STRATEGY: The level of competition a business faces determines its pricing strategy.
Sometimes a business has the scope to set its price and sometimes a
business cannot. When a business has the scope to set its price there is a
number of pricing strategies or policies it might choose. As there are no
such competitors of Pizza Hut which could compete with the quality of
pizza produced at Pizza Hut, therefore, the pricing strategy adopted by
Pizza Hut is 'market skimming'. Pizza Hut has adopted this pricing strategy
as they want to hold maximum share of the market by maximum profit.
This is a golden era for Pizza Hut, as there are no competitors and hence,
Pizza Hut is free to charge any price they want. They are charging higher
prices due to the uniqueness of the product. They satisfy the target market
64
as the food quality is worth the price paid. The pricing strategy is not just to
get the worth of quality but also to gain maximum profits before any
competitor enters because then Pizza Hut will have to change its pricing
strategy. Although the prices would be lowered with the new entrants in the
market but not to a greater extent as the quality food products are not homeproduced. They are imported from different countries keeping in view the
best quality.
In the past, Pizza Hut has successfully used the high/low pricing strategy
when setting the retail price of its products. Several sales promotions and
coupons will be used to lower the price below those competitors.
Since both Pizza Hut and the beverage Mountain Dew are Pepsi
subsidiaries, bundle pricing will be used. Pizza Hut will be able to sell two
products together at a single price to suggest a good value.
The high/low pricing strategy has several advantages.
First, this pricing strategy will help segment the market. Different
groups of customers are willing to pay different prices for the same
product. Pizza Hut can sell "The Extreme" to the customers who will
pay the higher price to be the first to buy and also to the bargain
hunters.
The high/low pricing strategy will also create excitement. Customers
will be able to try something new when they purchase "The Extreme"
and this exciting experience may bring those customers back to
purchase other products.
65
66
68
Questionnaire analysis
PERSONAL DATA:
AGE :
69
15%
23%
UNDER 16
16-25
26-35
35 AND ABOVE
62%
70
MALE
FEMALE
46%
54%
Comment : On the basis of these chart 40% males and 60% females like
Pizza.
71
15%
UP TO 3 TIMES A WEEK
ONCE A WEEK
54%
HARDLY EVER
Comment : On the basis of this chart 60% people come once a week, 30%
people come hardly ever ,10% people come up to 3 times in week they eat
Pizza.
72
Magazine
Brand Leaflets
NewsPapers
WRAP
Hoardings
Word Of Mouth
15%
15%
20%
5%
45%
73
38%
62%
Pizza Hut
Domino's
74
Frequently
Occassionaly
Rarely
Hardly Anytime
7%
7%
29%
57%
75
Embience
Taste
Satisfaction OF SERVICE
Price
23%
54%
23%
76
Comment: On the basis of this chart 50% people come Pizza hut because
of embience, 20% for taste, 20% people for good service and only 10% are
prce conscious..
77
Very Good
Good
Satisfactory
Bad
7%
21%
43%
29%
Comment : On the basis of this chart 43% people come for enjoyment ,
21% for affordable price and 29% people for food quality ,7% are satisfied
for service , in PIZZA HUT .
78
Domino's
Pizza hut
46%
54%
Comment: On the basis of this chart 60 % pizza hut gives satisfaction and
40% Dom
79
NEVER
14% 7%
79%
Comment : On the basis of this chart 15% people are not concerned, 5% are
most concerned, 80% are some time concerned about to queue for a long time.
Never
7%
29%
64%
Comment :On the basis of this chart 5%people never concerned, 70% are most
concerned, 25% are some time concerned about restaurant cleanness.
10) The staff are helpful of both both Pizza Hut And Dominos
never
38%
62%
Comment: On the basis of this chart 40% are most concerned, 60% are some
time concerned, about staff helpfulness
FINDINGS
Customer is most concern about the quality, variety, taste and cost of
the product.
Womens likes pizza more than a mens.
Embience of Pizza Hut is more cozy and calm than Dominos.
pizza hut attracts high class people and dominos attract middle class
and college or school students
Restaurant of both Pizza Hut And dominos are neat and clean.
Pizza Hut gives more satisfaction than Dominos.
4o% are most concerned, 60% are some time concerned, about
general service .
Dominos main targets are youngsters, kids.
Pizza Hut main targets are family
Pizza Hut has a very good feedback system
Now days, Dominos is also trying to take feedback of people through
consumer feedback form
Dominos is a self service restaurant
Pizza Hut and Dominos Both provides home delivery facility also.
60% people prefer to go to pizza Hut and only 40% of people prefer to
go to Dominos.
CONCLUSION
From the comparative study of both pizza hut and dominos we have came to
know that pizza market in India is dominated by pizza hut instead of Dominos.
As we know that pizza hut is largest pizza restaurant company in the world with
12000 outlets in 90 countries and entered in India in1996 whereas the dominos
enters in India in 1995 and now it has 220 outlets in India
But dominos which has first mover advantage cannot succeed to become most
favorable brand between the people who like pizza.
From this study we know that pizza hut makes its position between the people
and is the preference side of the people . In price category ,price of dominos
pizza are lesser than pizza hut pizzas but still pizza hut pizzas are preferred
because of its quality ant condition and service they provide to the customer.
Keeping in view the sentiments in of Indian customers and our study we have
come to know that pizza hut dominates dominos because of following reasons:
Variety Of Pizza
Good Ambience
Services Offered
Quality Of Pizza
Location Of The Outlet
Waiting Time In The Outlet
Whereas dominos is famous just because of its door step service and low
pricing.
Thus in pizza market pizza hut dominates Dominos
Swot Analysis
SWOT Analysis Of Dominos
Strengths
Newly revamped pizza recipe brought in high growth levels for the first
three quarters of 2010.
Strong brand name, #1 pizza delivery company in the U.S. with market
share of 18.4%.
Focused menu enables quality consistency and operational efficiency.
Total operational process is completed within 12-15 minutes
Global franchise operations - more than 3,500 in over 50 countries
Supply chain & distribution network
Weaknesses
Less variety
Opportunities
Growing presence in emerging markets, particularly in India, China
Leverage supply chain & distribution system to introduce new products
Growing dining out market (Especially young generation and middle age
group
Threats
More health conscious customers
Threats from local competitors in different countries
Franchise operations affected by currency exchange fluctuations
Intensive competition from a fragmented number of small competitors
Strength
Unmatchable quality and variety
Strong brand image
Customer satisfaction
Hygiene
Excellent service
Weakness
Inadequate advertisements
Inadequacy of outlets
High prices
Lack of parking facilities at outlets
Opportunity
Growing fast food market scope for expansion
Introduce attractive offers
Threats
Emergence of Papa Johns- Worlds pizza makers
Low price points of competitors
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SUGGESTIONS
DOMINOS
The Dominos follows formal relationship but doesnt involve its
customers for further association. McDonalds should use membership
clubs or card concept.
The television sets are placed at the outlet in an inappropriate manner.
The television sets are not placed in a manner in which all consumers can
have a good look at it from different places.
The price displayed should be reviewed accordingly and the revised
prices should be stated at the display.
Increase verities in pizzas
PIZZA HUT
Reduce the menu costs; it is way too expensive for a middle class Indian.
Middle class forms the maximum population of India and hence reducing
the costs of
pizza can increase the elasticity of demand greatly
Invariably there are no discounts, or discounts if offered are very less.
Thus Pizza hut
should offer more discounts to tap more customers
Their reach is very less as compared to McDonalds (as they have only
premium
restaurants) which deprives far off customers from having Pizza Huts
experience.
Hence they should increase their presence.
They should focus on speeding their food delivery time.
There should also be provision for music, TVs, kids zone etc in the
restaurant
BIBLIOGRAPHY
QUESTIONNAIRE
NAME AND ADDERESS
NAME :
ADDERESS:
SEX:
AGE:
CITY:
MOBILE NO.
PINCODE:
NO
DOMINOS
HARDLY ANYTIME
RARELY
OCASSIONLLY
Q.6 YOU PREFFER TO GO WITH THE BRAND BECAUSE OF : PRICE
TASTE
QUANTITY
EMBIENCE
Q.7 WHICH OF THE TWO BRAND WHO HAS QUICK SERVICE?
PIZZA HUT
DOMONOS
GOOD
SATISFACTORY
UNSATISFACTORY
Q.11 HOW WOULD YOU RATE OFFERS GIVEN BY DOMINOS?
VERY GOOD
GOOD
SATISFACTORY
UNSATISFACTORY
Q.12 WHAT WILL YOU SUGGEST PIZZA HUT TO IMPROVE ITS : PRICE
TASTE
QUANTITY
EMBIENCE
Q.13 WHAT WILL YOU SUGGEST DOMINOS TO IMPROVE ITS: PRICE
TASTE
QUANTITY
EMBIENCE