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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 40 th 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 9 0s. 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.
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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
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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.
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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 abovetheline 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.
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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 inGreater 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 Hutlaunches 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 asweeter, 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.
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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
restaurants worldwide. They were trying to offer many different food items for
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 beingready 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.
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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 peopleconnected to our enterprise. RUN GREAT RESTAURANTS.
SWOT Analysis
Pizza Hut
Strength Weakness
1. Unmatchable quality and variety2. Strong Brand Image3. Customer Satisfaction4. Hygiene5. Excellent Service
1. Inadequate advertisements2. Inadequacy of outlets3. High price4. Lack of parking facilities at outlets.
Opportunity Threat
1. Growing fast food market scopefor expansion.
2. Introduce attractive offers
1. Emergence of Papa JohnsWorlds Pizza Makers.
2. Low Price points of competitors.3. No take away counters for
pizzas.
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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.
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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
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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 pizzaby 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 styledefines pizza huts
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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
wihin1520 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.
These are the pizzas available in the menu.Chicken n spicy Kadai chickenChicken supreme Classic
Exotica Favourite
Veggie Supreme Margherita
Teekha Paneer Makhani Simply Vegetarian.
Country feast Fiery chicken
Chicken Tikka Makhani Veggie crunch
Veggie Lovers Spicy Veggie
Paneer el rancho Chicken hawalian
Kadai Paneer
The pastas and the appetizers available are
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Arrabbiata Garlic bread
Spicy tomato Cheese garlic bread
Creamy mushroom Garlic bread spicy supreme
Spicy tomato with chicken Garlic bread exotica
Arrabiata with smoked chicken
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 thecenturies 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 category teenagers are
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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 globalnetwork 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.
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Design the communication: Message strategy
Offers by dominos
With every order of pizza and coke/garlic bread sticks get a dominos pasta forRs.39 instead of Rs.69.
Pasta is available in 2 variants: cheesy white and tangy red veg Rs.69/- & non vegRs.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 sitewww.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 offeringice 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 amongcommunication 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
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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 Promotiona) 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 ontime 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, 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.
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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 non-
veg 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 JayaRam, 32 who occasionally eats ata 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 orfree 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.
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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 Weakness
1. More outlets even in smallertowns.
2. Less than 30 minutes homedelivery.
3. Quick service at outlets.4. Customer Satisfaction5. Low Price.6.
Excellent offers
7. Good promotion.
1. Lack of variety.2. Outlets lack space3. Ambience not up to expectations4. No option for birthday parties and
corporate lunches.
Opportunity Threat
2. Growing fast food market Scopefor expansion.
3. Introduce more varieties.4. Bigger outlets5. Take away counters
1. Emergence of Papa Johns Worlds# Pizza makers.
2. Better quality and variety ofcompetitors.
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 customerthough 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 nopizza 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 rangingfrom 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 socio-economic classes.
In behavioral segmentation they targeted for occasions such asbirthday 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 nodominos 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 collegestudents (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-economicclasses.
In behavioral segmentation it was found that they were targeting thefirst 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 paritythe 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.
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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.
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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.
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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.
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These are the pizzas available in the menuMarghetita Deluxe veggie
Cheese and tomato pizza Gourmet
Double Cheese Marghetita Cheese and barbeque chicken
Fresh Veggie Barbeque chicken
Country special Spicy chicken
Farm house Chicken Mexican red wave
Peppy paneer Kheema do pyaasa
Mexican green wave Chicken golden delight
Vegetarian extravanza Meatzaa
Non-vegetarian extravanza Cheese and pepperoni
Cheesy white
The pastas and the appetizers available areCheesy white pasta Garlic bread
Tangy red pasta Chicken wings
Cheese dip
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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 promotetheir in dining experience nor they spend revenue for it.
Dominos vision is focused on Exceptional people on a mission to be the bestpizza 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
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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.
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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 Barwhere 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.
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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 inachieving 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 isworth 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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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.
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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 & usefuldata.
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.
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3. Survey - Surveys shows the preferences of respondents towards differentproducts.
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
- AgeThis study includes all age groups.
- Sample Size50 Respondents
Data analysis and interpretation tool:
Data Chart, Table, Graph, MS-Excel are used for analysis of data.
Pie Chart Bar Chart
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ANALYSIS
1 How many times do you eat out.Time of Period Total No. of
Respondents
%o of respondent
Once in a month
Twice in a month
Once in week
Twice in week
Other
18
12
13
7
-
36%
24%
26%
14%
-
Total 50 100%
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
36%
24%
26%
14%
Once in a month 36%
Twice in a month 24%
Once in week 26%
Twice in week 14%
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2 Which place do you regularly visit for eating food.
Place Total No. of
Respondents
%o of respondent
Hotels & Restaurant
Fast Food Junctions
Local Dhabas & Food Vendors
Others
29
13
8
-
58%
26%
16%
-
Total 50 100%
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.
58%26%
16%Hotels & Restaurant 58%
Fast Food Junctions 26%
Local Dhabas & FoodVendors 16%
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3. Which pizza outlet do you prefer.
Outlets Total No. of
Respondents
%o of respondent
Pizza Hut
Dominos
Others
33
17
-
66%
34%
-
Total 50 100%
Interpretations
1. 66% of respondents prefer pizza's of Pizza Hut.2. 34% of respondents prefer pizza's of Dominos3. No one prefers another outlet.
66%
34%
Pizza Hut 66%
Dominos 34%
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4. Which advertising media influences your buying behavior.Media Total No. of
Respondents
%o of respondent
TV
Newspaper
Pamphlets
Word of Mouth
Other
29
6
4
11
-
58%
12%
8%
22%
-
Total 50 100%
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
58%12%
8%
22%
TV 58%
Newspaper 12%
Pamphlets 8%
Word of Mouth 22%
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5. How do you find the prices of Pizza Hut & Dominos.
Prices Total No. of
Respondents
(Pizza Hut)
%o of respondent Total No. of
Respondents
(Dominos)
%o of
respondent
Expensive
Average
Reasonable
19
31
-
38%
62%
-
14
31
5
28%
62%
10%
Total 50 100% 50 100%
Pizza Hut
0%
10%
20%
30%
40%
50%
60%
70%
Expensive average Resonable
38%
62%
0%
Expensive 38%
average 62%
Reasonable 0%
Consumer perception towards pricing of strategy
%
ofrespondents
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Dominos
Interpretation:
1. 38% of customers find the prices of Pizza Hut expensive .28% of customers findthe prices of Dominos expensive.
2. 62% of customers find the prices of Pizza H ut average.62% of customers find theprices of Dominos average.
3. 10% of customers find the prices of Dominos reasonable.No customer respondedin this category for Pizza Hut.
0%
10%
20%
30%
40%
50%
60%
70%
Expensive average Resonable
28%
62%
10%
Expensive 28%
average 62%
Reasonable 10%
Consumer perception towards pricing of strategy
%of
respondents
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6. Which type of pizza you prefer.
Type of Pizza Total No. of
Respondents
%o of respondent
Veg Pizza
Non-Veg Pizza
Both
36
8
6
72%
16%
12%
Total 50 100%
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.
72%
16%
12%
Veg Pizza 72%
Non-Veg Pizza 16%
Both 12%
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7. How do you find the services of Pizza Hut and Dominos.
Services Total No. of
Respondents
(Pizza Hut)
%o of respondent Total No. of
Respondents
(Dominos)
%o of
respondent
Excellent
Very Good
Good
Poor
Cannot say
25
16
9
-
-
50%
32%
18%
-
-
16
24
10
-
-
32%
48%
20%
-
-
Total 50 100% 50 100%
Pizza Hut
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Dominos
Interpretation:
1. 50% of customers find the services of Pizza Hut excellent whereas 32% ofcustomers find the services of Dominos excellent.
2. 32% of customers find the services of Pizza Hut very good and 48% ofcustomers find the services of Dominos very good.
3. 18% of customers find services of Pizza Hut good whereas 20% of customers findservices 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 Total No. of
Respondents
(Pizza Hut)
%o of respondent Total No. of
Respondents
(Dominos)
%o of
respondent
Yes
No
Cannot Say
37
3
10
74%
6%
20%
32
10
8
64%
20%
16%
Total 50 100% 50 100%
Pizza Hut
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Dominos
Interpretation:
1. 74% of customers are satisfied with the home delivery of Pizza Hut and 64% ofcustomers are satisfied with the home delivery services of Dominos.
2. 6% of customers are not satisfied with the home delivery of Pizza Hut whereas20% are not satisfied with Dominos.
3. 20 % & 16% of customer have nothing to say about Pizza hut & Dominos homedelivery and take away services.
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9. Are you satisfied with the seating arrangement provided by Pizza Hut andDomins.
Customers Total No. of
Respondents
(Pizza Hut)
%o of respondent Total No. of
Respondents
(Dominos)
%o of
respondent
Yes
No
Cannot Say
42
6
2
84%
12%
4%
29
18
3
58%
36%
6%
Total 50 100% 50 100%
Pizza Hut
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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 anddissatisfaction level of Dominos is 36%.
3. 4% of Pizza Hut & 6% of Dominos customers say nothing about their seatingfacilities.
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10.Are you satisfied with the pricing of strategy of Pizza Hut & Dominos.
Customers Total No. of
Respondents
(Pizza Hut)
%o of respondent Total No. of
Respondents
(Dominos)
%o of
respondent
Yes
No
Cannot Say
34
13
3
68%
26%
6%
27
17
6
54%
34%
12%
Total 50 100% 50 100%
Pizza Hut
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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 tosay about its pricing strategy.
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11.What do you think about the discount schemes offered by Pizza Hut & Dominos.
Discount schemes Total No. of
Respondents
(Pizza Hut)
%o of respondent Total No. of
Respondents
(Dominos)
%o of
respondent
Very Good
Good
Normal
Bad
Very Bad
20
20
10
-
-
40%
40%
20%
-
-
11
21
18
-
-
22%
42%
36%
-
-
Total 50 100% 50 100%
Pizza Hut
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Dominos
Interpretation:
1. 40% respondents of Pizza Hut and 22% of Dominos think the discount schemesare very good.
2. 40% respondents of Pizza Hut and 42% respondents of Dominos think theschemes are good.
3. 20% of respondents of Pizza Hut & 36% of respondents of Dominos found thediscount schemes normal.
4. No respondent thought that the discount schemes in Pizza Hut & Dominos wasbad.
5. No respondent thought that the discount schemes in Pizza Hut & Dominos wasvery bad.
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12 Rank the most preferred variety of pizza.
Items Total No. of Respondents of Pizza Hut
Simply veg Pizza
Double Cheese Pizza
Fiery Chicken Pizza
Kadai Chicken Pizza
21
10
11
8
Total 50
Pizza Hut
0
5
10
15
20
25
Simply
Veg Pizza
Double
Cheese
Pizza
Fiery
Chicken
Pizza
Kadai
Chicken
Pizza
21
1011
8
Simply Veg
Pizza 21
Double Cheese
Pizza 10
Fiery Chicken
Pizza 11
Kadai Chicken
Pizza 8
Consumer perception towards most preferred variety
NumberofRespondents
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Items Total No. of Respondents of Pizza Hut
Cheese and Tomato Pizza
Fresh Veg Pizza
Spicy chicken Pizza
Chicken Mexicana Pizza
15
17
11
7
Total 50
Dominos
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.
0
5
10
15
20
Cheese &
Tomato
Pizza
Fresh Veg
Pizza
Spicy
Chicken
Pizza
Chicken
Maxicana
Pizza
15
17
11
7
Cheese &
Tomato Pizza
15Fresh Veg
Pizza 17
Spicy Chicken
Pizza 11
Chicken
Maxicana
Pizza 7
Consumer perception towards most preferred variety
NumberofRespondents
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13. Would you like to come again at Pizza Hut and Dominos.
Customers Total No. of
Respondents(Pizza Hut)
%o of respondent Total No. of
Respondents(Dominos)
%o of
respondent
Yes
No
Cannot Say
40
6
4
80%
12%
8%
23
20
7
46%
40%
14%
Total 50 100% 50 100%
Pizza Hut
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Dominos
Interpretation:
1. 80% of respondents would like to come back to Pizza Hut .46% are interested incoming back to Dominos.
2. 12% of respondents would not like to come back to Pizza Hut .40% are notinterested to come back to Dominos.
3. 8% of respondents of Pizza Hut and 14% respondents of Dominos cannot sayanything.
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FINDINGS & DISCUSSIONS
1. Fast food consumption is more in Ludhiana and 36% people to go outsidemonthly 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 importantfor them to make loyal customer of their brand.
6. Pizza Hut and Dominos should focus on customers to create the awarenessamong 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's6. 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'spizza.
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BIBLIOGRAPHY
Websites
www.google.comwww.wikipedia.com
www.pizzahut.com
www.dominos.com
BOOKS AUTHORS
Research methodology :Methods & Techniques C.R. Kothari
Research Methodology Chandra K. Jain,
M.K. Jain
http://www.google.com/http://www.google.com/http://www.wikipedia.com/http://www.wikipedia.com/http://www.pizzahut.com/http://www.pizzahut.com/http://www.dominos.com/http://www.dominos.com/http://www.dominos.com/http://www.pizzahut.com/http://www.wikipedia.com/http://www.google.com/ -
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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 - _____________________ Contact No. __________________
Q.1 How many times do you eat out?
-
-
-
-
-
Once in a month
Twice in a month
Once in week
Twice in week
Other
[ ]
[ ]
[ ]
[ ]
[ ]
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
[ ]
[ ]
[ ]
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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 Dominos-
-
-
-
-
Expensive
Average
Low
Others
[ ]
[ ]
[ ]
[ ]
[ ]
[ ]
[ ]
[ ]
[ ]
[ ]
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
[ ]
[ ]
[ ]
[ ]
[ ]
[ ]
[ ]
[ ]
[ ]
[ ]
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Q.9 Are you satisfied with the home delivery & take away services of Pizza Hut &
Dominos?
Pizza Hut Dominos
--
-
YesNo
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?
Pizza Hut Dominos
-
-
-
-
Simply Veg Pizza
Double Cheese Pizza
Fiery Chicken Pizza
Kadai Chicken Pizza
[ ]
[ ]
[ ]
[ ]
-
-
-
-
Cheese & tomato Pizza
Fresh Veg Pizza
Spicy Chicken Pizza
Chicken Mexicana 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?
______________________________________________________________
______________________________________________________________
______________________________________________________________
______________________________________________________________