Introduction of Pizza Hut

Pizza Hut is one of the flagship brands of Yum! Restaurant Int. which also has KFC, Taco Bell, A & W and Long John Silvers under its umbrella. It is the worlds largest pizza chain with over 12,500 restaurants across 91 countries. Pizza Hut was started in 1958, by two brothers Frank and Dan Carney in Wichita, Kanas. They had the idea to open a pizza parlor. They borrowed $600 from their mother, and opened the very first Pizza Hut. In 1959, the first franchise unit opened in Topeka, Kanas. Almost ten years later, Pizza Hut was serving one million customers a week in their 310 locations. In 1970, Pizza Hut was put on the New York Stock Exchange under the ticker symbol PIZ. In 1986, Pizza Hut introduced delivery service, something no other restaurant was doing. By the 1990s Pizza Hut sales had reached $4 billion worldwide. In 1998, Pizza Hut celebrated their 40th anniversary, and launched their famous campaign The Best Pizza under one roof. In 1996, Pizza hut sales in the United States were over $5 million. The first Indian outlet was opened in June 1996 in Bangalore. In India, Pizza Hut has 139 restaurants across 36 cities. Pizza Hut has been voted the best family restaurant for the second year running at the 2007 Tommys Parent Friendly awards. Pizza hut is known for quality, innovation and category leadership. Major products they offer are pizzas, appetizers, pastas, cakes and beverages.

Pizza Fast Food Industry

From the 1970s to the present day, many factors have influenced the ongoing evolution of pizza in North America. This includes factors such as the popularity of franchising the necessity of two sources of income to support the family household, the health food craze the economic down town of the early 90s. Franchising in general exploded in popularity. Pizza fast food industry A major problem associated wit6h Pizza restaurants is that many would not describe pizza as fast food. 1

The big three are: Pizza Hut Dominos Little Caesars Pizza hut is very predominant in the Midwest. They have no major competitors because the majority of the Pizza restaurants are small chains.

Brief history of the company, Indian operations (Pizza Hut)

Pizza hut was started in 1958, by two brothers frank and dan carney inwichita, Kansas. They had the idea to open a pizza parlour. They borrowed $600 from their mother and opened the very first pizza hut. In 1959, the first franchise unit opened in Topeka, Kansas. Then years later, pizza hut was serving one million customers a week in their 310 locations. In 1970, pizza hut was put on the new york stock exchange under the ticker symbol piz. Until 1997, pepsi owned pizza hut, the company also controlled a vast network of fast food operations that included KFC, pizza hut, and taco bell. With 29,000 locations across the world, the restaurant group was the largest in the world. However, pepsico decided to spin off its restaurant business as a separate company. Pizza hut is one of the flagship brands of yum! Brands, inc., which also has kfc, taco bell, and long john silvers under its umbrella. Pizza hut is the worlds largest pizza chain with over 12,500 restaurants across 91 countries. In India, Pizza hut has 137 restaurants across 36 cities, including Delhi, Mumbai, Bangalore, Chennai, Kolkatta, Hyderabad, Pune and Chandigarh among others. Yum! Is in the process of opening pizza hut restaurants at many more locations to service a large customer base across the country. Brand Attitude International brand with an Indian heart Pizza Hut is one of the first international pizza chains with purely

vegetarian dine-i8ns at Chowpatty (Mumbai), Ahmedabad and Surat, which also serves Jain menus. Pizza Hut has even opened two all-vegetarian restaurants in the Western

State of Gujarat to cater to the Jain religious community, whose members prefer not to eat at places where meat is served. Offering more than the international menu International food chains typically offer only a few localized products in other parts of the world. However, Pizza Huts local menu is as large as the international one. According to Pizza Hut, the Indian food heritage is very rich, and hence Indians like local flavors. The Tandoori range of pizzas, which was developed locally, has a menu mix of over 20 per cent. Brand Purchase Intention Why Pizza Hut is preferred than other Variety of Pizzas Good ambience Services offered Quality of pizzas Locationof the Outlet Waiting time in the outlet.

Communication Mix Advertising Pizza Huts communication has also always struck a chord with th4e Indian customers. It is very first television commercial in India featured a boy and girl, who meet at a Pizza Hut restaurant in a traditional arranged marriage concept. They lose their inhibitions when the pizza arrives. When the sequel went on air featuring the same couple, now married, with the girls father consoling her over a pizza as her bridegroom waits outside the restaurant to escort her after their wedding the customers involvement was so complete that several wrote in to inquire whether the couple had children. The more recent campaign that was launched with the introduction of the Tandoori pizzas featured a typical Indian wedding procession abandoning the bridegroom when enticed by delicious aromas from a Pizza Hut restaurant. While the famous Good times start with great pizzas slogan has been prominent in the communication, the focus has remained on the best and most distinct pizzas. 3

Sales Promotion Pizzas Hut laid more emphasis on the restaurant dining experience. Pizza Hut localizes it menu to capture local Indian market. In 2000 Pizza Hut launched its innovative Pizza Pouch menu and Pizza Pouch Birthday Party package exclusively for kids in the 6-10 age groups It positioned itself as family restaurant and also concentrated on wooing kids. Public Relations In India, eating out is perceived as a form of entertainment which is why Pizza Hut servers not only serve our customers great food, they also sing and dance for them. And many of Pizza Huts customers would, we are certain, love to participate in this process. Giving them an opportunity to showcase their talent in the Jig n Jeeto contest. Events and Experiences Pizza Hut use their events to reach to the customer and often it is used as brand building as well as product selling. Direct and Interactive Promotion. Pizza hut provides many services online such as Birthday reminder service here people can save the birthday date of their friends relatives, and pizza hut will remind you the birthday date and birthday parties discount. Personal Selling Pizza huts try to attract the younger generation as their main market segment but they mainly target high and higher middle class customer. They actually bother about customers enjoyment and food not the price. Thus Pizza Huts concentrate more on carrying out above the line activities in the area it serves. Word of Mouth It is one of the traditional promotion for any industry. Pizza hut also get benefit from it.

Pizza Hut In India

Pizza Hut comes to India with a dine in restaurant. Bangalore that has special vegetarian pizzas. In addition to traditional Italian toppings, it incorporates Indian favourites such as Chicken tikkas, Lamb Korma etc. In its list of innovative toppings. Along with Pizzas, the menu features appetizers like garlic bread and soups, fresh salads, oven bakes pastas and choice of ice-cream sundaes. Pizza Hut airs its first ever ad during the Super Bowl. Pizza Hut delivers 30% of the 12 million pizzas delivered on Super Bowl Sunday. This is the biggest pizza delivery day of the year. On May 30, Pizza Hut introduces two varieties of chicken-topped pizza, Italian chicken and Chicken Supreme. Pizza hut opens a restaurant in the capitals building bustling M-block market in Greater Kailash-I. Unlike the existing Pizza Hut at Shanti Niketan which is delivery counter for just pizzas, this is dine-in where the entire menu (salads, appetizers, pastas, deserts and of course pizzas) is available. Letting Delhites get a taste of Pizza hut and getting them to. Pizza Hut launches a meatier pepperoni. Pepsico announces restaurant spin-off. Pizza Hut launches Totality New Pizzas a quality initiative putting sliced fresh vegetables and meaty meats on Pizzas. Pizza Hut launches The Edge Pizza. Pizza Hut celebrates 40 years of making and serving great pizza. Pizza Hut launches The Sicilian Pizza a flavourful crust with garlic, basil and oregano baked right into the crust Pizza Hurt launches The Best Pizzas under one Roof campaign. Pizza Hut features Sonys Crash Bandicoot in the Stuffed Crust Pizza/Sony promotion. Pizza Hut launches The Big New Yorker Pizza. A 16 inch pizza with a sweeter, savory sauce, 100% real cheese cut into 8 big foldable slices. Pizza Hut brings New York style pizza across America, Pizza Hut features Fram

Drescher, Spike Lee and Donald Trump in The Big New Yorker Pizza advertising campaign.

Retail Environment of Pizza Hut

Out of all the existing Pizza chains such as Dominos, Smokin Joes, Papa Johns Pizza Corner, U.S. Pizza, Pizza Hut has a dominating market share of 48% of the total market share. However, this forced competitors to look for new methods of

increasing their customer base. They all try to come up with some newer, bigger, better pizza for a low price. But Pizza Hut has always had the first mover advantage. Their marketing strategy in the past has always been to be the first. One of their main

strategies, that they still follow today is the diversification of the products they offer. The market has become greatly competitive and the customer has become more discerning and adventurous. This however has not affected Pizza Huts comfortable reign over the Indian pizza industry and the ever increasing number of loyal customers who have made it possible for Pizza Hut to aggressively extend its presence. Pizza Hut is always adding something new to their menu, trying to reach new markets. For example, in 1992 the famous buffet was launched in Pizza Hut They were trying to offer many different food items for

restaurants worldwide.

customers who did not necessarily want pizza. Another strategy they used in the past and are still using is the diversification of their pizzas. Pizza Hut is always trying to make a pizza into something slightly different so that customers will think it is a whole new product, e.g. in 1983 Pizza Hut introduced Pan Pizza, which had a guarantee of being ready to eat in 5 minutes when dining at Pizza Hut restaurants. In 1993, they introduced the Big Foot which was two square feet of pizza cut into 21 slices. In 1995, they introduced Stuffed Crust Pizza, where the crust would be filled with cheese. Currently, they are marketing The Big New Yorker, trying to bring the famous New York style pizza to the whole country using is the diversification of their pizzas. Pizza Hut is always trying to make a pizza into something slightly different so that customers will think it is a whole new product, e.g. in 1983 Pizza Hut introduced Pan Pizza, which had a guarantee of being ready to eat in 5 minutes when dining at Pizza Hut restaurants. In 1993, they introduced the Big Foot which was two square feet of pizza cut into 21 slices. In 1995, they introduced Stuffed Crust Pizza, where the crust would be filled with cheese. Currently, they are marketing The Big New Yorker, trying to bring the famous New York style pizza to the whole country. 6

Mission & Vision Statement of Pizza Hut:Mission of Pizza Hut:Pizza Huts mission statement tells about purpose of existence of the brand in international as well as national market. They take pride in making perfect Pizza and providing customer and helpful service on timer all the time. To be the best pizza for every pizza occasion. Alone we are delicious together we are YUM!

Vision of Pizza Hut:To make the people know that for all the eating items they desire to eat can be made available in minimum time without much efforts and excluding money. To improve the well being of our customers, community and people connected to our enterprise. RUN GREAT RESTAURANTS.

SWOT Analysis

Pizza Hut

Strength 1. Unmatchable quality and variety 2. Strong Brand Image 3. Customer Satisfaction 4. Hygiene 5. Excellent Service Opportunity 1. Growing fast food market scope for expansion. 2. Introduce attractive offers 2. 3. 1.

Weakness 1. Inadequate advertisements 2. Inadequacy of outlets 3. High price 4. Lack of parking facilities at outlets.

Threat Emergence of Papa Johns Worlds Pizza Makers. Low Price points of competitors. No take away counters for pizzas.

Pricing of Pizza Hut

In the past, Pizza Hut has successfully used the high/low pricing strategy when setting the retail price of its products. The high/low retail pricing strategy allows Pizza Hut to charge a price that is above the competition, but also promote frequent sales to lower the price below them. 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. The high/low pricing strategy will also create excitement. Customers will be able to try something new when they purchase. Finally, this strategy will emphasize product and service quality. Pizza Hut sets a high initial price for the products to send a signal to customers that its products are quality and the service is excellent. As there are no such competitors of Pizza Hut which could compete with the quality of Pizza products at Pizza Hut, therefore, the pricing strategy adopted by Pizza Hut is market skimming. Pizza Hut has adopted this pricing strategy as they w3ant to hold maximum share of the market by maximum profit6. 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 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 home produced. They are imported from different countries keeping in view the best quality. First, this pricing strategy will help segment the market. Different groups of customers are willing to pay different prices for the same product. The high/low pricing strategy will also create excitement.

Products
Pizza Hut

All offerings Inclusive

Value added Services

Hot pizza, good to Eat

Pizza

Enjoyment

The Customer Value Hierarchy From the above diagram we can see that 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 9

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. 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 good 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) Pastas and salads Appetizers Desserts Beverages

Mass Customization The main advantage of pizza hut is that one can customize his own pizza by selecting the bread and loading it with the toppings which one can select. This creates variety in the customers mind and thus one can enjoy whatever pizza hut can offer. The most unique feature is that there is pan 4 all scheme where one can select 4 different types of vegetarian/non-vegetarian combinations of pizza. This is a unique way of offering as there are many customers who come in groups where someone in the group may want a non-vegetarian pizza can avail the offer. Conformance Quality: Pizza huts products have very high conformance quality i.e. All the products produced are identical and me3et the promised specifications. 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 10

experience. Service Differentiation Ordering Case: 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 Pizza huts style of delivering the pizza to the customer is quite an experience. The restaurant is aesthetically designed; all the staff members are uniquely dressed. Managers dressed in special uniforms. Also the tables, menu, are all placed in a good manner. This on itself is quite impressive. All orders placed in restaurant is served wihin15 20 minutes and the take away orders (ordered on phone) is delivered within 30 minutes. Product Mixes Width: The companys total width of the product mix includes, pizzas, pastas,

appetizers, beverages and deserts. Length: The total number of items available in the companys offerings is 28. Chicken n spicy Chicken supreme Exotica Veggie Supreme Teekha Paneer Makhani Country feast Chicken Tikka Makhani Veggie Lovers Paneer el rancho Kadai Paneer These are the pizzas available in the menu. Kadai chicken Classic Favourite Margherita Simply Vegetarian. Fiery chicken Veggie crunch Spicy Veggie Chicken hawalian

The pastas and the appetizers available are

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Arrabbiata Spicy tomato Creamy mushroom Spicy tomato with chicken Arrabiata with smoked chicken

Garlic bread Cheese garlic bread Garlic bread spicy supreme Garlic bread exotica

The desserts available in choco lava. The beverages available are not of pizza hut, they have coke and sprite as their beverages. Thus the total length of the product is 28 which does not include the

beverages as it is not their product.

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Introduction of Dominos Pizza

The individual domino pieces of a set usually called dominoes or tiles. Dominoes are small, flat rectangular game pieces. Many different materials over the centuries have been used to make dominoes including plastic, wood, bone, ivory etc. A domino may be of any size, but an ordinary domino is about one inch wide and two inch long like a playing card a domino has a face and a back. The back of each tile is either blank decorated with a design. Domino sets can be found in almost any colour combination are white dominoes with black pips. Dominoes with the same number of pips on each half of the face are known as doubles. A single domino also referred to as a combination domino has a different number of pips on each half of the face. Brand attitude Use of technology Online sales accounted for over 70 percent of its total sales in 2008. Dominos planned to further exploit the increasing potential of the online medium as one of the promotional and distributional channels in the downturn. Brand purchase intention What makes dominos pizza better than its competitors Variety of Pizzas Services offered Quality of pizzas Location of the Outlet Waiting time in the outlet Door step services Low pricing

Developing effective communication Target to age group/class Dominos target audience is a consumer who belongs to age group of 14 to 35 years from the Economic Class a or B and preferably one who has been exposed to the western culture as well as the western style of eating. They are people who are upwardly mobile and dont mind to pay for convenience. In this categor y teenagers are 13

the most affected by western culture and its eating habits. The age group has been restricted to the range of 14 to 35 years as this age group accounts for about 70% of the total class volume of pizzas in India. As far as the socio Economic class is concerned, since Dominos pizzas are priced from about Rs.80 onwards. However, Dominos have now come out with pizzas ranging from Rs.39 onwards to target the ever-increasing middle class consumers. Dominos has also segmented the market geographically by deciding to initially cater to only metropolitan cities and urban areas. They have left out the rural areas due to the low level of awareness regarding western dishes as well as typical Indian patter of eating. 30 min campaign This is a campaign in which Dominos offers its customers free Pizzas if they are not delivered in 30 minutes from the time of order. They have a store in a radius of 3 kms in major metropolitan cities. Anything which is far away from 3 kms doesnt fall in this category. Dominos latest special offer promises a hot and piping pizza delivered on door under 30 minutes, or its free. But minutes is a very short time for a typical Dominos Pizza local delivery, but its the latest special offer from Dominos in an effort to outdo the competition. Still, there are some cities where it must be really tough to make a Dominos Pizza local delivery, the cities where traffic congestion is a natural way of life.

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Brief History of the Company, Indian Operations (Dominos)

The dominos brand was founded in the United States of America in 1960 by Thomas and James Monaghan. Since then, that business has grown into a global network of over 8,500 pizza stores in more than 60 countries, involving over 2,000 franchises. Over its 49 year history, dominos has developed a simple business model focused on delivery quality pizzas in a timely manner. Dominos pizza, inc., completed its initial public offering in 2004 and is listed on the New York Stock Exchange. Dominos pizza India Ltd, was incorporated in March 1995 as the master franchises for India and Nepal, of dominos 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. Bhatia and Mr. Hari S. Bhartia of the jubiliant organosys group are the promoters of the company. Dominos pizza India has a network of 274 stores, in 55 cities, in 20 states and union territories (as on 31st August 2009). According to the India retail report 2009, dominos are the largest pizza chain in India and the fastest growing multinational fast food chain between 2006-2007 and 2008-2009 in terms of number of stores. Dominos vision is focused on exceptional people on a mission to be the best pizza delivery company in the world! Dominos is committed to bringing fun, happiness and convenience to the lives of our consumers by delivering delicious pizzas to their doorstep in 30 minutes or less and its efforts are aimed at fulfilling this commitment towards its large and ever-growing customer base. Dominos pizza constantly strives to develop products that suit the tastes of its consumers and hence delighting them. Dominos believes strongly in the strategy of think global and local. Thus, time and again dominos pizza has been innovating with delicious new products such as crusts, toppings and flavours suitable to the taste buds of Indian consumers. Further, providing value for money at affordable products to the consumers has been dominos motto. Initiatives such as fun meal and pizza mania have been extremely popular with consumers. The brand positioning of khushiyon ki home delivery (happiness home delivered) is the emotional benefit dominos offer to consumers. 15

Design the communication: Message strategy Offers by dominos With every order of pizza and coke/garlic bread sticks get a dominos pasta for Rs.39 instead of Rs.69. Pasta is available in 2 variants: cheesy white and tangy red veg Rs.69/- & non veg Rs.79/Get garlic bread for only Rs.30/- with any of the pizza mania combinations. Dominos start providing coke/fanta/sprite. Dominos started pizzas mania which starts from Rs.35 and we get the toping according to our choice. Web coupons available at web site www.dominos.co.in Discount coupons are being provided with every item purchased. New schemes at regular interval of time according to the taste of the Indian customer. Creative strategy Latest in dominos Kwality walls ice-creams in dominos- For the first time dominos started offering ice creams. Selling ice cream in Dominos also a new sales promotion strategy to attract more customers in a new perceptive/innovative way. Dominos has also come up with pasta mania.

Communication mix Every company must follows the eight major marketing communication modes. For Dominos direct selling and interactive selling is not needed though they are involved in internet and cable TV promotions. Dominos always search for ways to gain efficiency by replacing one communication with others. The sustainability among communication tools explains why marketing function need to be coordinated. Advertising It reaches geographically dispersed buyers. Dominos vision is focused on Exceptional people on a mission to the best pizza delivery company in the world!. Dominos is committed to bringing fun and excitement to the lives of our customers by 16

delivering delicious pizzas to their doorstep in 30 minutes or less, and all its strategies are aimed at fulfilling this commitment towards its large and ever-growing customer base. Its all advertisement are image of core competencies. Their taglines The Pizza Delivery Experts and Hungry Kya? are showing their focusing area in promotion. Events/Experiences They are sponsoring some college fest, cultural program and promotional events throughout the country for promotion. Public Relation Dominos constantly strives to develop products that suit the tastes of its customers, thereby bringing out the Wow effect (the feel good factor). Dominos believes strongly in the strategy of Think local and act regional. Thus, time and again Dominos has been innovating toppings suitable to the taste buds of the local populace and the Indian market has very well accepted these. Personal Selling Dominos constantly strive to make the company an integral part of the lives of the target audiences by getting involved with the clientele at the emotional level and building long term relationship with them. Thus, Dominos concentrate more on carrying out below the line activities in the area it serves. Sales Promotion a) In India, Dominos has been associated with the NGOs devoted to the cause of underprivileged ?Childrens. Dominos conducts Store Educational Tour (SET) for the underprivileged children time to time. b) Dominos Pizza India also boasts about its commitment to serve its customers on time by implementing the 30 Minutes OR FREE service commitment. c) They are continuously offering new incentives to the customers. Word of Mouth This tool is very powerful for promotion in the fast food industry. Low price and good behavior gave them the edge in India.

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Dominos Pizzas In India

Dominos Pizza India Ltd, was incorporated in March 1995 as the master franchisee for India and Nepal, of Dominos 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. Bhatia and Mr. Hari S. Bhartia of the Jubilant Organosys Group were the promoters of the company. Since inception, Dominos Pizza India Ltd, has proceeded to become one of the largest and fastest growing international food chains in South Asia. The first Dominos Pizza India opened in January 1996, at New Delhi. Today, Dominos Pizza India has grown into a countrywide network around 220- outlets in 42 cities and is the leader in the fast food delivery segment. Ever since it was established, Dominos Pizza India has maintained its position of market leadership with its constant product innovation and maintenance of stringent service standards. More importantly, it has established a reputation for being a home delivery specialist capable of delivering its Pizzas within 30 minutes to its community of loyal customers from its entire chain of stores around the country. Customers can order their pizzas by calling a single countrywide Happiness Hotline 1800-111-123. In fact, Dominos was the first one to start this facility for its customers. Dominos is committed to bringing fun and excitement to the lives of our customers by delivering delicious pizzas to their doorstep in 30 minutes or less, and all its strategies are aimed at fulfilling this commitment towards its large and ever-growing customer base. Dominos constantly strives to develop products that suit the tastes of its customers, thereby bringing out the Wow effect (the feel good factor). Dominos believes strongly in the strategy of Think local and act regional. Thus, ti me and again Dominos has been innovating toppings suitable to the taste buds of the local populace and these have been very well accepted by the Indian market.

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Retail Environment of Dominos Pizza

Chinese (Paneer) is ubiquitous in Indias northern cuisine. Tomatoes and all kinds of sauces are prevalent everywhere. Combine these ingredients intone goooey, oily, tasty dish that you can eat with your hands as Indians traditionally do and you have a hit. It is estimated that 80% of Indians are vegetarians, so Pizza suits that Indian cultural aspect too. Both chains are scrupulous about keeping veg from nonveg in their kitchens and invite people in to see the separate prep areas. There are even pizza options for Indias 5.2 million jains, followers of a religion that prohibits eating onio0ns or garlic. And stores in heavily Muslim areas dont offer pepperoni. Mix in another aspect of Indian culture, and you begin to see why both chains are excited about their growth prospects. Indians are great socializers, says Pizza Huts Allen. That plays right into what Pizza Hut stands for as a brand. Indeed the chaos at Pizza Hut is a deliberate marketing strategy. We call it customer mania, says Jain. All the crew members do a dance during peak hours every day. It is a very local thing. It is kind of breaks the ice in what otherwise can be a standoffish atmosp0here. Customers just love it. That is certainly true for Praveren Jaya Ram, 32 who occasionally eats at a Pizza Hut in Bangalore on Sunday evenings with his wife and 4 year old son. It is friendly here, he says over a $6.25 four-course meal for two that includes a chicken tikka pan pizza, garlic bread, tomato soup and mango ice cream. Once or twice a month eating here is okay, he says, acknowledging that local dining options are much cheaper. But being able to afford a night out at Pizza Hut is a mark of success in increasingly affluent India. For its marketing strategy, Dominos has received a practice abandoned in the U.S. in 1993: the 30-minutes or free delivery guarantee. I have a Pizza Hut across the road, so I have to do it in terms of brand visibility, says Alok Pandey, Dominos regional manager for southern India. But, he admits, traffic, monsoon rains and new neighbourhoods spreading out like tendrils make meeting the delivery cutoff a challenge. 19

Mission & Vision Statement of Dominos

Vision of Dominos:Number one in Pizza, Number one in people.

Mission Statement of Dominos Sell more Pizza, have more fun.

Dominos
Strength 1. More outlets even in smaller towns. 2. Less than 30 minutes home Weakness 1. Lack of variety. 2. Outlets lack space 3. Ambience not up to expectations 4. No option for birthday parties and corporate lunches.

delivery. 3. 4. 5. 6. 7. Quick service at outlets. Customer Satisfaction Low Price. Excellent offers Good promotion. Opportunity 2. Growing fast food market Scope for expansion. 3. Introduce more varieties. 4. Bigger outlets 5. Take away counters

Threat 1. Emergence of Papa Johns Worlds # Pizza makers. 2. Better quality and variety of competitors. 3. No take away counters for Pizzas.

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Pricing Of Dominos Pizza

Indians are value-sensitive, not price-sensitive. The price was attributed to the high quality of ingredients used. For instance, Dominos sourced its Peproni and Jalpeno needs from Australia and Spain respectively. However, with competition increasing from Pizza Hut, Dominos introduced price cuts, discounts and freebies to attract the customers. In 1998, Dominos introduced the Pizza Mania scheme where it offered a large pizza for Rs.129/-. The demand was overwhelming and the company sold close to 5000 pizzas in the first week of its launch. During late 1998, both Dominos and Pizza Hut were trying to lure the customers with discount coupons by issuing such coupons through several schemes. However, both Dominos and Pizza Hut were concentrating more on data base marketing and below the line activities and special offers. In India Dominos is trying to attract the middle class and lower middle class people who are interested to spend their money on pizza but in low price. Those people are eager to go for a outing in any festival and as a cheap family restaurant Dominos would be most preferable. They do not need high class ambiences or amusement in the shop so the establishment cost is low for the dealers and the price of pizza is very reasonable for the customer. Dominos do not have any fixed customer though they are one of the main competitors of the Pizza Hut. The Dominos Pizza franchise constantly keeps on inventing way through which it can make a greater impact on the fast food market. That is how the fast food franchise came up with Fun Meal for Four offer. Through this method, the pizza franchise is able to produce more variety in the food delivered to its customers at their door steps. Through its Fun Meal for 4 pack the Dominos Pizza India offers four pizzas at the rate of Rs. 180. This means charge of one pizza will be just Rs. 45. This has helped the speciality food franchise to enhance the strength of its customer base. Mainly offers are more attractive for the Dominos, mainly student and middle class people are the main customer and they targeted that customer.

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Targeting
Pizza Hut In geographic segment they targeted countries where there were no pizza hut outlets. Initially opened in class 1 cities and then have now moved to metros. In demographic segment their main target is the young adults ranging from 25 years to 40 years and also dual income earners family. They aim basically at the upper middle class and the high class income families. In psychographic segmentation they targeted a1, a2, b1 socioeconomic classes. In behavioral segmentation they targeted for occasions such as birthday bashes, corporate lunches. It was also found that they were targeting the first time users because they felt that their quality and taste would automatically make them a loyal customer.

Dominos In geographic segment they targeted countries where there were no dominos outlets. Initially opened in class II cities and then have now moved to class I, metros and smaller towns. In demographic segment their main target is the teenagers and college students (13 to 21 years), young adults ranging from 21 years to 35 years. They aim basically at the middle class, upper middle class income families. In psychographic segmentation they targeted a2, b1,b2 socio-economic classes. In behavioral segmentation it was found that they were targeting the first time users and also their regular users.

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Positioning
Points of difference The major point of difference between pizza hut and dominos is that pizza hut concentrates on in-restaurant dining. The ambience and dcor of all pizza hut outlets are good and the outlets are spacious. When customers think of party and decide to have pizza, pizza hut only comes into their mind. Pizza hut also customized birthday party invites with different themes for the customers to choose and use it as invitations. Dominos aim at fast home delivery of pizza. Whenever customers want to have pizza at home, they think of calling deminos and ordering for it because they are experts in home delivery of pizza. We earn 60% of our revenue from home delivery of pizzas and 40% from the restaurant sales, says Mr. Navamani, manager of domino, coimbatore v.o.c. Park outlet. In case of pizza hut, the major revenue is from restaurant sales.

Points of parity Category points of parity the main food item that is sold in pizza hut and dominos is pizza. As we all know, Pizza comes under the fast food category of foods, both the companies must be good in speed of making and service. Irrespective of the cost, both pizza hut and dominos has to deliver or serve pizza in less time as compared to other main course food items served in other restaurants.

Competitive points of parity Competitive points of parity in case of pizza hut is that, even though pizza hut is costlier than dominos, they have their own customers, who do not bother about spending, but look for quality and personalized service. When we visit Pizza hut, they have restaurant hostess who will assign us tables and introduce the steward who will be taking care of us. This is generally a procedure that is followed in five star category hotels and pizza hut is also following it to emphasize on service quality. In case of dominos, they are not costly as pizza hut and do not offer great ambience to customers, but offer good pizzas at nominal price. They concentrate on turnover of covers and cater to customers who dont have time to spend on food and just stop over for refreshment. Moreover, dominos mainly looks into home delivery of pizzas and are experts in it. 23

Products
Dominos Pizza

All offerings Inclusive

Value added Services

Hot pizza, good to Eat

Enjoyment

Food

The customer value hierarchy

From the above diagram we can see that dominos has a food as a basic product but overall it provides an experience. Thus a person having a basic need of food can go to dominos 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 added services refer to the overall dining experience, the service quality, ambience etc.

24

Product differentiation Dominos pizza India has maintained its position in the market with its constant product innovation and maintenance of stringent service standards. More

importantly, it has established a reputation for being a home delivery specialist capable of delivering its pizzas within 30 minutes to its community of loyal customers from its entire chain of stores around the country. As the name suggests the pizza delivery experts customers can order their pizzas by calling their hotline. Dominos believes strongly in the strategy of think local and act regional. Thus, time and again dominos has been innovating toppings suitable to the taste buds of the local populace and these have been very well accepted by the Indian market. Also they had their promotional campaign hungry kya? which means call up dominos if one is hungry and have the food in 30 minutes.

Domino's Pizza Features Dominos differentiates itself with its competitors with respect to their wide range of offerings (menu items) one can find besides pizzas, range of pastas appetizers etc. There are quite a lot number of menu items to choose. The chicken wings item has specially struck a chord with a lot of consumers as such a kind of item is not available in any other pizza outlets. This item is also perceived to be the tastiest of the lot. Indecently, chicken wings is a side dish. Some of the menu items are Pizzas Pasta & Salads Appetizers Desserts Beverages

Mass Customisation The main advantage of pizza hut is that one can customize his own pizza by selecting the bread and loading it with the toppings which one can select. This creates variety in the customers mind and thus one can enjoy whatever pizza hut can offer. 25

The most unique feature is that there is single slice pizza scheme where one can select any vegetarian/non-vegetarian pizza at a lower cost. This is a unique way of offering as there are many consumers who would not afford a regular size pizza and hence they can have a slice of it. Conformance quality: Dominos products have very high conformance quality i.e. All the products produced are identical and meet the promised specifications. Style: Pizza is delivered in paper boxes and served in style. The toppings in the pizzas are also dressed in a good fashion. Thus having food quickly defines pizza huts experience. Service Differentiation Ordering Case: Once one enters the restaurant immediately the assistants initiates the ordering process by providing the menu. All associates as well trained in English and can take order from any customer. Delivery Dominos are the universal kings in serving pizzas at home. They brand their pizzas in that fashion only. Their motto is to serve the pizza at customers home. Dining for them comes as secondary. The company does not give importance to improve the dining standards. All orders placed in restaurant is served within 15-20 minutes and the take away orders (ordered on phone) is delivered within 30 minutes. Care also has been taken by the company to pack the pizzas in special covers so that it remains hot till the customer have the food. Any pizzas delivered outside 30 minutes are given free. Also discount coupons are given to the customers in case one does not want a free pizza.

Product Mixes Width: The companys total width of the product mix includes, pizzas, pastas,

appetizers, beverages and deserts. Length: the total number of items available in the companys offerings is 29.

26

 Marghetita

These are the pizzas available in the menu Deluxe veggie Gourmet Cheese and barbeque chicken Barbeque chicken Spicy chicken Chicken Mexican red wave Kheema do pyaasa Chicken golden delight Meatzaa Cheese and pepperoni

Cheese and tomato pizza Double Cheese Marghetita Fresh Veggie Country special Farm house Peppy paneer Mexican green wave Vegetarian extravanza Non-vegetarian extravanza Cheesy white

The pastas and the appetizers available are Garlic bread Chicken wings Cheese dip

Cheesy white pasta Tangy red pasta

27

Marketing Strategies
Overall both the companies achieve what they want to as for Dominos they have achieved in positioning themselves as the fastest serving pizza outlet and quenching the hunger. Pizza Hut has come to become synonymous with the best pizzas under one roof. They have positioned themselves for their unique dining experience. Thus from the market feedback, it can be seen that even customers feel the same what the company wants them to. Strategic Formulation Overall Cost Leadership Differentiation and Focus This is achieved very effectively by Dominos as they do not intend to lose their focus from delivering pizzas at home. Dominos Brand thus relates mainly to service and delivery neither they promote their in dining experience nor they spend revenue for it. Dominos vision is focused on Exceptional people on a mission to be the best pizza delivery company in the world. Thus Dominos are able to provide good pizzas at relatively lower rate as they dont spend much for the restaurant. Pizza Huts Premium Price Pizza Hut is committed for providing uncompromising product quality, offering customers the highest value for money and giving service that is warm, friendly and personal. They stress heavily on the dining experience and the ambience. Thus at each point company charges a premium. Thus Pizzas from Pizza Hut costs a premium hence their customers also changes to high income groups. Creation, Communication and Capturing Value Dominos Pizza Dominos Pizza constantly strives to develop products that suit the tastes of its consumers and hence delighting them. Dominos believes strongly in the strategy of 28

Think Global and act local. Thus, time and again Dominos Pizza has been innovating with delicious new products such as crusts, toppings and flavours suitable to the taste buds of Indian consumers. Further, providing value for money at affordable products to the consumers has been Dominos motto. Initiatives such as Fun Meal and Pizza Mania have been extremely popular with consumers. The Brand Positioning of Khushiyon Ki Home Delivery (Happiness Home Delivered) is the emotional benefit Dominos offer to consumers. Delicacies that do not rip wallets have always got the crowd coming back to the Dominos although its ambience is not up to that of its competitors. They have the maximum offers with respect to the discounts they offer throughout the year. Thus the customer has the maximum incentive to come back to Dominos. Hungry Kya?, promotion where hunger gets quelled in less than 30 minutes was a great value proposition. All other activities, be it new variants, great service, timely deliveries or more for the same price the effort of Dominos has always been directed towards making its customers happy, creating communicating and delivering value.

Pizza Hut Workforce of Pizza Hut is chosen with the motto Together we grow with primary concern being quality of service, be it in terms of delivery of quality of pizzas. A critical factor in Pizza Huts success has been a menu that has constantly evolved and expanded to cater to the changing needs and specific preferences of customers in different parts of the world. In having understood the pulse of the customers in India, Pizza Hut has clearly established itself as a brand with an Indian heart. Besides offering an extensive range of vegetarian pizzas, it was the first pizza chain to open a 100% vegetarian restaurant in India in Surat and later in Ahmedabad and Chowpatty, where it offers a Jain menu sans all root based ingredients. Moreover, Pizza Hut is not just a hangout zone for youngsters. It organizes birthday bashes, kitty parties and corporate lunches.

29

They also have a variety of combinations of menu items which a customer can choose so that both the customer and the company can have a win win situation. The company can have the maximum of the consumer surplus at the same time the consumer might feel that this was the best offer. From the menu card one can see the family size variants and the different pizza combinations in the same one pizza are all the different ways of pricing. The company attains the maximum profit in the meat items, so they give the selection of pizzas slices of different varieties and they are clubbed together to form a single pizza. Once the customer dines / orders @ home, normally discount coupons are given to the customer so that there is an incentive for the customer to order from pizza hut. Thus customers are forced to maintain loyalty towards pizza hut.

Sustaining, building relationships and Exploiting Changing Conditions Over the years Pizza Hut has also developed and successfully introduced a range of products especially suited to the Indian Palate. These products like Chicken Tikka, Spicy Korma, picy Paneer and the Masala and tandoori Pizzas have been a tremendous success. What has also given Pizza Hut a competitive edge is that in addition to an extensive range of internationally renowned pizzas like The Italian, the proprietary Pan Pizza and stuff crust in India, the menu offers the option of a complete meal. It includes appetizers, a Salad Bar where the customers can make their own fresh salads, a range of soups, pastas and desserts etc. Pizza Hut also has a community called as VIP Members joining this club is at no extra cost one can avail greater offers. Meanwhile Dominos are not behind Pizza Hut in introducing local delicacies they have different menu in different cities in India. Dominos believes strongly in the strategy of Think global and act local. Thus, time and again Dominos Pizzaa has been innovating with delicious new products such as crusts, toppings and flavours suitable to the taste buds of India consumers. Further, providing value for money at affordable products to the consumers has been Dominos motto. Also size of the pizzas are relatively large as compared to that of Pizza Hut. 30

The discount offers at Dominos are the main incentive to build long term relationship. Dominos also courier discount coupons at consumers home. This serve as an incentive for the customers to visit Dominos time and again. Rating of the Marketing Strategy Both the companies are good in achieving their goal and are equally good in achieving what they intend to. Tastes of pizzas of both the companies are good equally in their own sense. Marketing strategy of Pizza Hut is better that Dominos because they offer customers a holistic approach. Pizza Hut markets their product not only as a food but as an experience which is worth enjoying. People tend to remember experiences more than the food. Thus, overall Pizza Huts marketing strategy has and edge over Dominos.

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32

OBJECTIVES OF THE STUDY

1. To study awareness level towards Pizza Hut and Dominos Pizza. 2. To study about the pricing strategy of Pizza Hut & Domino;s Pizza. 3. To study about the consumptions of Pizza Hut & Dominos Pizza in Ludhiana city. 4. To know about the popularity of Pizza Hut and Dominos Pizza in Ludhiana city.

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SCOPE
The scope of study covers consumption pattern & consumer satisfaction towards Pizza Hut & Dominos Pizza. This study restricted the Ludhiana city only.

34

RESEARCH METHODOLOGY

Research methodology is considered as the nerve of the project without a proper well organized research plan it is impossible to complete the project and reach to any conclusion. The project was based on the survey plan. The main objective of survey was to collect appropriate data, which work as a base for drawing conclusion and getting result. Therefore, research methodology is the way to systematically solve the research problem. Research methodology not on talks of the methods but also logic behind the methods used in the context of a research study and it explains why a particular method has been used in the preference of the other methods. Research Design: Research design specify the methods and procedures for conducting a particular study: According to Kerlinger, "Research design is a plan, conceptual structure and strategy of investigation conceived as to obtain answers to research questions and to control variance." Research Method: Exploratory Research The type of research adopted for study is exploratory. It includes questionnaires. In this deep study is done through questionnaires respondents give their response by filling up the questionnaires. Data Collection Method: After the research problem, we have to indentify and select which type of data is to research. At this stage, we have to recognize a field survey to collect the data. One of the important tools for conducting market research is the availability of necessary & useful data. There are two types of data collection methods: 1. Primary Data - Primary data is that which is originally collected from people. 2. Questionnaire - A questionnaire contains questions that the researcher whishes to ask from his respondents. 35

3. Survey - Surveys shows the preferences of respondents towards different products. 4. Secondary Data - Secondary data is also known as second hand data. It includes, journals, magazine and newspapers, book and web search. Sampling Techniques Target Market Upper Class Middle Class Upper Middle Class Lower Class Age This study includes all age groups. Sample Size 50 Respondents Data analysis and interpretation tool: Data Chart, Table, Graph, MS-Excel are used for analysis of data. Pie Chart Bar Chart

36

ANALYSIS
1 How many times do you eat out. Time of Period Once in a month Twice in a month Once in week Twice in week Other Total Total No. of Respondents 18 12 13 7 50 %o of respondent 36% 24% 26% 14% 100%

14% 36% 26% 24% Once in a month 36% Twice in a month 24% Once in week 26% Twice in week 14%

Interpretation: 1. 36% of customers go to eat out once in a month. 2. 24% of customers go to eat out twice in a month. 3. 26% of customers go to eat out once in a week. 4. 14% of customers go to eat out twice in a week

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Which place do you regularly visit for eating food.

Place Hotels & Restaurant Fast Food Junctions Local Dhabas & Food Vendors Others Total

Total No. of Respondents 29 13 8 50

%o of respondent 58% 26% 16% 100%

16%

Hotels & Restaurant 58% 58% Fast Food Junctions 26% Local Dhabas & Food Vendors 16%

26%

Interpretations 1. 58% of customers regularly visit to eat fast food in Hotels & Restaurants. 2. 24% of customers visit to eat fast food in food junctions. 3. 18% of customers visit to local dhabas and food venders to eat food.

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3. Which pizza outlet do you prefer.

Outlets Pizza Hut Dominos Others Total

Total No. of Respondents 33 17 50

%o of respondent 66% 34% 100%

34% Pizza Hut 66% 66% Dominos 34%

Interpretations 1. 66% of respondents prefer pizza's of Pizza Hut. 2. 34% of respondents prefer pizza's of Dominos 3. No one prefers another outlet.

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4. Which advertising media influences your buying behavior. Media TV Newspaper Pamphlets Word of Mouth Other Total Total No. of Respondents 29 6 4 11 50 %o of respondent 58% 12% 8% 22% 100%

22% TV 58% 8% 58% 12% Newspaper 12% Pamphlets 8% Word of Mouth 22%

Interpretation: 1. 58% of respondents get influenced by TV advertisement. 2. 12% of respondents get influenced by Newspapers. 3. 8% of respondents are influenced through pamphlets. 4. 22% of respondents are influenced by other customers of Pizza Hut & Dominos. 5. No one is influenced by any other media

40

5. How do you find the prices of Pizza Hut & Dominos.

Prices

Expensive Average Reasonable

Total No. of Respondents (Pizza Hut) 19 31 -

%o of respondent

38% 62% -

Total No. of Respondents (Dominos) 14 31 5

%o of respondent 28% 62% 10%

Total

50

100%

50

100%

Pizza Hut

70% 60%

62%

% of respondents

50% 40% 30% 20% 10% 0% Expensive average Resonable 0% 38% Expensive 38% average 62% Reasonable 0%

Consumer perception towards pricing of strategy

41

Dominos

70% 60%

62%

% of respondents

50% 40% 30% 20% 10% 0% Expensive average Resonable 28% Expensive 28% average 62% 10% Reasonable 10%

Consumer perception towards pricing of strategy

Interpretation: 1. 38% of customers find the prices of Pizza Hut expensive .28% of customers find the prices of Dominos expensive. 2. 62% of customers find the prices of Pizza H ut average.62% of customers find the prices of Dominos average. 3. 10% of customers find the prices of Dominos reasonable.No customer responded in this category for Pizza Hut.

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6. Which type of pizza you prefer.

Type of Pizza Veg Pizza Non-Veg Pizza Both Total

Total No. of Respondents 36 8 6 50

%o of respondent 72% 16% 12% 100%

12% 16% Veg Pizza 72% 72% Non-Veg Pizza 16% Both 12%

Interpretation: 1. 72% of customers prefer veg pizza. 2. 16% of customers prefer to eat non-veg pizza. 3. 12% of customers prefer to eat both veg and non-veg pizza.

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7. How do you find the services of Pizza Hut and Dominos.

Services

Excellent Very Good Good Poor Cannot say Total

Total No. of Respondents (Pizza Hut) 25 16 9 50

%o of respondent

50% 32% 18% 100%

Total No. of Respondents (Dominos) 16 24 10 50

%o of respondent 32% 48% 20% 100%

Pizza Hut

44

Dominos

Interpretation: 1. 50% of customers find the services of Pizza Hut excellent whereas 32% of customers find the services of Dominos excellent. 2. 32% of customers find the services of Pizza Hut very good and 48% of customers find the services of Dominos very good. 3. 18% of customers find services of Pizza Hut good whereas 20% of customers find services of Dominos good. 4. No one find services in Pizza Hut & Dominos poor. 5. Some people have nothing to say about their services.

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8. Are you satisfied with the home delivery & take away services of Pizza Hut & Dominos.

Customers

Yes No Cannot Say

Total No. of Respondents (Pizza Hut) 37 3 10

%o of respondent

74% 6% 20%

Total No. of Respondents (Dominos) 32 10 8

%o of respondent 64% 20% 16%

Total

50

100%

50

100%

Pizza Hut

46

Dominos

Interpretation: 1. 74% of customers are satisfied with the home delivery of Pizza Hut and 64% of customers are satisfied with the home delivery services of Dominos. 2. 6% of customers are not satisfied with the home delivery of Pizza Hut whereas 20% are not satisfied with Dominos. 3. 20 % & 16% of customer have nothing to say about Pizza hut & Dominos home delivery and take away services.

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9. Are you satisfied with the seating arrangement provided by Pizza Hut and Domins. Customers Total No. of Respondents (Pizza Hut) 42 6 2 %o of respondent Total No. of Respondents (Dominos) 29 18 3 %o of respondent 58% 36% 6%

Yes No Cannot Say

84% 12% 4%

Total

50

100%

50

100%

Pizza Hut

48

Dominos

Interpretation: 1. 84% of respondents are satisfied with seating arrangement of Pizza Hut & satisfaction level of Dominos on other hand is 58%. 2. 12% of respondents are not satisfied with seating arrangement of Pizza Hut and dissatisfaction level of Dominos is 36%. 3. 4% of Pizza Hut & 6% of Dominos customers say nothing about their seating facilities.

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10. Are you satisfied with the pricing of strategy of Pizza Hut & Dominos.

Customers

Yes No Cannot Say

Total No. of Respondents (Pizza Hut) 34 13 3

%o of respondent

68% 26% 6%

Total No. of Respondents (Dominos) 27 17 6

%o of respondent 54% 34% 12%

Total

50

100%

50

100%

Pizza Hut

50

Dominos

Interpretation: 1. 68% of respondents says Yes & are satisfied with pricing strategy of Pizza Hut & 54% of repondentss are satisfied in the case of Dominos. 2. 26% of respondents are not satisfied with the pricing strategy of Pizza Hut 34% are not satisfied in the case of Dominos. 3. 6% of customers of Pizza Hut &12% of customers of Dominos have nothing to say about its pricing strategy.

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11. What do you think about the discount schemes offered by Pizza Hut & Dominos.

Discount schemes

Very Good Good Normal Bad Very Bad Total

Total No. of Respondents (Pizza Hut) 20 20 10 50

%o of respondent

40% 40% 20% 100%

Total No. of Respondents (Dominos) 11 21 18 50

%o of respondent 22% 42% 36% 100%

Pizza Hut

52

Dominos

Interpretation: 1. 40% respondents of Pizza Hut and 22% of Dominos think the discount schemes are very good. 2. 40% respondents of Pizza Hut and 42% respondents of Dominos think the schemes are good. 3. 20% of respondents of Pizza Hut & 36% of respondents of Dominos found the discount schemes normal. 4. No respondent thought that the discount schemes in Pizza Hut & Dominos was bad. 5. No respondent thought that the discount schemes in Pizza Hut & Dominos was very bad.

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12

Rank the most preferred variety of pizza.

Items
Simply veg Pizza Double Cheese Pizza Fiery Chicken Pizza Kadai Chicken Pizza

Total No. of Respondents of Pizza Hut

21 10 11 8

Total
Pizza Hut

50

25 21

Number of Respondents

20 15 10 10 5 0 Simply Veg Pizza Double Cheese Pizza Fiery Chicken Pizza Kadai Chicken Pizza 11 8

Simply Veg Pizza 21 Double Cheese Pizza 10 Fiery Chicken Pizza 11 Kadai Chicken Pizza 8

Consumer perception towards most preferred variety

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Items
Cheese and Tomato Pizza Fresh Veg Pizza Spicy chicken Pizza Chicken Mexicana Pizza

Total No. of Respondents of Pizza Hut

15 17 11 7

Total

50

Dominos

20

17 15

Number of Respondents

15 11 10 5 0 Cheese & Fresh Veg Tomato Pizza Pizza Spicy Chicken Pizza Chicken Maxicana Pizza 7

Cheese & Tomato Pizza 15 Fresh Veg Pizza 17 Spicy Chicken Pizza 11 Chicken Maxicana Pizza 7

Consumer perception towards most preferred variety

Interpretation: 1. In this survey, the highest rank is given to Pizza Hut's simply veg pizza. 2. In this survey, the highest rank is given to Dominos pizza's fresh veg pizza.

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13. Would you like to come again at Pizza Hut and Dominos.

Customers

Yes No Cannot Say

Total No. of Respondents (Pizza Hut) 40 6 4

%o of respondent

80% 12% 8%

Total No. of Respondents (Dominos) 23 20 7

%o of respondent 46% 40% 14%

Total

50

100%

50

100%

Pizza Hut

56

Dominos

Interpretation: 1. 80% of respondents would like to come back to Pizza Hut .46% are interested in coming back to Dominos. 2. 12% of respondents would not like to come back to Pizza Hut .40% are not interested to come back to Dominos. 3. 8% of respondents of Pizza Hut and 14% respondents of Dominos cannot say anything.

57

FINDINGS & DISCUSSIONS

1. Fast food consumption is more in Ludhiana and 36% people to go outside monthly for eating fresh food. 2. Preference of customers towards Pizza Hut is more than Domino's Pizza. 3. The pizza of Pizza Hut is on top of mind of customers. 4. Customers of Pizza Hut and Domino's pizza give more preference to services than any other key factor. 5. Customers are also move very choosy in buying the eatables and it is important for them to make loyal customer of their brand. 6. Pizza Hut and Dominos should focus on customers to create the awareness among different products. 7. Pizza Hut provide more discount schemes and offers than Domino's Pizza. 8. Most people give importance to quality of Pizza's

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LIMITATIONS

1. The research was conducted in very small area. 2. Time consuming process. 3. The customer filled the questionnaire mostly in careless manner so it was difficult to make there hold for time. 4. The sample size is also very small. 5. Difficulty in collection of secondary data.

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SUGGESTIONS

1. Domino's should improve their sitting arrangements. 2. Domino's should expand their restaurants because of consumption of fast food in Ludhiana City is more. 3. Domino's should improve their services. 4. Pizza Hut & Dominos need to set its prices according to customers. 5. Customers want improvement in varieties of Pizza's 6. Pizza Hut & Dominos need to spend more on advertisement. 7. Customer considers quality as their first preference, so the Pizza Hut Domino's pizza should give more stress on this. 8. Customers want improvement in varieties of veg pizza in Pizza Hut and Domino's pizza.

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BIBLIOGRAPHY

Websites www.google.com www.wikipedia.com www.pizzahut.com www.dominos.com

BOOKS Research methodology :Methods & Techniques

AUTHORS C.R. Kothari

Research Methodology

Chandra K. Jain, M.K. Jain

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ANNEXURE
Dear Respondent, I am a student of BBA from Khalsa Institute of Management & Technology for Women conducting a survey and doing a research for a study for which I intend to pose a questionnaire aimed at analyzing "Comparative Study of Pizza Hut and Domino's Pizza" Your co-operation deeply solicited to provide the relevant information. I assure that information will be kept confidential. Name - _____________________ Q.1 How many times do you eat out? Once in a month Twice in a month Once in week Twice in week Other [ [ [ [ [ ] ] ] ] ] Contact No. __________________

Q.2

Which place do you regularly visit for eating food? Hotels & Restaurant Fast Food Junctions Local Dhabas & Food Venders Others [ [ [ [ ] ] ] ]

Q.3

Which pizza outlet do you prefer? Pizza Hut Dominos Others [ [ [ ] ] ]

62

Q.4

Why you prefer this outlet? Give Reason __________________________________________________________________ __________________________________________________________________

Q.5

Which advertising media influences your buying behavior? TV [ ] Newspaper Pamphlets Word of Mouth Other [ [ [ [ ] ] ] ]

Q.6

How do you find the prices of Pizza Hut & Dominos? Pizza Hut Expensive [ ] Low Others Average [ [ [ [ ] ] ] ]

Dominos [ ] [ [ [ [ ] ] ] ]

Q7

Which type of pizza you prefer? Veg Pizza Non-Veg Pizza Both [ [ [ ] ] ]

Q8

How do you find the services of Pizza Hut and Dominos? Pizza Hut [ ] [ [ [ [ ] ] ] ] Dominos [ ] [ [ [ [ ] ] ] ]

Excellent Very Good Good Poor Cannot say

63

Q.9

Are you satisfied with the home delivery & take away services of Pizza Hut & Dominos? Pizza Hut [ ] [ [ ] ] Dominos [ ] [ [ ] ]

Yes No Cannot Say

Q10

Are you satisfied with the seating arrangement provided by Pizza Hut and Dominos? Pizza Hut [ ] [ [ ] ] Dominos [ ] [ [ ] ]

Yes No Cannot Say

Q.11

Are you satisfied with the pricing of strategy of Pizza Hut & Dominos? Pizza Hut [ ] [ [ ] ] Dominos [ ] [ [ ] ]

Yes No Cannot Say

Q.12

What do you think about the discount schemes offered by Pizza Hut & Dominos? Pizza Hut [ ] [ [ [ [ ] ] ] ] Dominos [ ] [ [ [ [ ] ] ] ]

Very Good Good Normal Bad Very Bad

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Q.13

Rank the most preferred variety? Dominos Cheese & tomato Pizza Fresh Veg Pizza Spicy Chicken Pizza Chicken Mexicana Pizza

Pizza Hut Simply Veg Pizza Double Cheese Pizza Fiery Chicken Pizza Kadai Chicken Pizza

[ [ [ [

] ] ] ]

[ [ [ [

] ] ] ]

Q.14

Would you like to come again at Pizza Hut and Dominos? Pizza Hut [ ] [ [ ] ] Dominos [ ] [ [ ] ]

Yes No Cannot Say

If any suggestions your want to give us: _____________________________

Q.15

Which type of Pizza would you like to suggest to your friends and family? ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________

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