A

Research Project
ON
A COMPARATIVE STUDY OF PIZZA BRANDS WITH SPECIAL
REFERENCE TO PIZZA HUT AND DOMINO`S
In the partial fulfillment of the requirement for the
Degree of
MASTERS OF BUSINESS ADMINISTRATION (MBA)
Submitted To: SubmittedBy:
Dr. SUSHIL SHARMA SHIVIMITTAL
(Senior Professor M!A ("eneral
Roll #o. $ %&
Session' (%)($(%)*

U#IV+RSIT, S-H..L ./ MA#A"+M+#T
0URU0SH+TRA U#IV+RSIT,1 0URU0SH+TRA
(+sta2lishe3 24 the State legislature A5t 6II of )7&8
(9A: "ra3e #AA- A55re3ite3
DECLARATION
I here24 3e5lare that the 3issertation entitle3 ;A COMPARATIVE STUDY OF PIZZA
BRANDS WITH SPECIAL REFERENCE TO PIZZA HUT AND DOMINO`S<
su2mitte3 for the Degree of Master of !usiness A3ministration is m4 original =or> an3 the
3issertation has not forme3 the 2asis for the a=ar3 of an4 3egree1 3iploma1 asso5iate ship1
fello=ship or similar other titles. It has not 2een su2mitte3 to an4 other Uni?ersit4 or
Institution for the a=ar3 of an4 3egree or 3iploma.
Signature of Stu3ent
(SHIVI MITTAL)
PREFACE
Resear5h is to see =hat e?er42o34 else has seen @ thin>ing =hat no2o34 has thought.
Pursuing M.!.A. spanning for a perio3 of t=o 4ears pro?i3es ample opportunities to learn
theor41 =hi5h forms the foun3ation of a su55essful professional 5arrier in 2usiness
management. "reater pra5ti5al insights are a5quire3 through proAe5t1 =hi5h forms an
essential 5omponent for the 5ompletion of M.!.A. 5urri5ulum.
The /inal 4ear proAe5t in?ol?es resear5h 3esigning in finan5e1 =hi5h gi?es 4et another
opportunit4 to sharpen the 2usiness a5umen @ its a5ts as an a5i3 test 24 relating theor4 =ith
the pra5ti5alit4. M4 entire proAe5t report is 5ompile3 into se?eral 5ontents that in5lu3e all
signifi5ant aspe5ts of the proAe5t. In a55or3an5e =ith the requirement of M!A 5ourse1 I
ha?e 3one stu34 on ;A COMPARATIVE STUDY OF PIZZA BRANDS WITH
SPECIAL REFERENCE TO PIZZA HUT AND DOMINO`S. I ha?e 3one Austi5e @
ha?e 2een honest in 5olle5ting @ anal4Bing 3ata to gi?e ?alue a33e3 information in the
report.
ACKNOWLEDGEMENT
Dissertation pla4s an important role in the o?erall grooming 24 pro?i3ing opportunit4 to
appl4 the >no=le3ge gaine3 in the 5lassroom. I ha?e trie3 to appl4 the learning I ha?e
re5ei?e3 from the eCperien5e3 professionals1 =ho helpe3 an3 gui3e3 me throughout the
tenure of 3issertation. I =ish to eCpress m4 true regar3s to in3i?i3uals =ho ha?e 2een a
great support an3 moti?ate3 me to perform 2etter.
I =oul3 li>e to ta>e this opportunit4 to eCten3 m4 gratitu3e to Prof. SUSHIL SHARMA for
eCten3ing his full support throughout the proAe5t. M4 heartiest than> to him for gi?ing me
the gui3an5e an3 support to ma>e this proAe5t possi2le.
I =oul3 also li>e to than> our -hairman1 Prof. !.S !.DHLA for gi?ing me this
opportunit4. This has 2een a tremen3ous learning eCperien5e for me.
Shi?i Mittal
Roll no.&
Uni?ersit4 S5hool of Management
0uru>shetra
Marketing Strategies of Pizza Hut and
Dominos
CONTENTS
S.No. Topic Page No
) 1) Chapter-1: Introduction
a Domino:s
2 PiBBa Hut
5 Mar>et strategies of Domino:s An3 PiBBa Hut
3 Segmentation1 Targeting An3 Positioning
e Mar>eting MiC( Pro3u5t1 Pri5e1 Pla5e @ Promotion
6-48
( -hapter$(' .2Ae5ti?e of the Stu34 49
D -hapter$D' S5ope of the Stu34 50
* -hapter$*' Resear5h Metho3olog4 51-54
& -hapter$&' Data Anal4sis 56-64
8 -hapter$8' Re5ommen3ation an3 -on5lusions 66-71
E !i2liograph4 73-75
F AnneCure 76-77
CHAPTER 1
INTRODUCTION
Introduction
/ast foo3 is one of the =orl3:s largest gro=ing foo3 t4pes. In3ia:s fast foo3 in3ustr4 is
gro=ing 24 *%G .the multinational segment of In3ian fast foo3 in3ustr4 is up to Rs. (%
2illion1 a figure =hi5h is eCpe5te3 to Boom more than Rs.D% 2illion 24 (%)%. In last 8 4ears1
foreign in?estment in this se5tor stoo3 at rs.D8%% million =hi5h is a2out one$fourth of total
in?estment ma3e in this se5tor. !e5ause of the a?aila2ilit4 of ra= material for fast foo31
glo2al 5hains are floo3ing into the 5ountr4. The per5entage share hel3 24 foo3ser?i5e of
total 5onsumer eCpen3iture on foo3 has in5rease3 from a ?er4 lo= 2ase to stan3 at (.8G in
(%%). +ating at home remains ?er4 mu5h ingraine3 in In3ian 5ulture an3 5hanges in eating
ha2its are ?er4 slo= mo?ing =ith 2arriers to eating out entren5he3 in 5ertain se5tors of
In3ian so5iet4. The gro=th in nu5lear families1 parti5ularl4 in ur2an In3ia1 eCposure to
glo2al me3ia an3 =estern 5uisine an3 an in5reasing num2er of =omen Aoining the
=or>for5e ha?e ha3 an impa5t on eating out tren3s.
MaAor pla4ers in fast foo3 are'
M5Donal3s
PiBBa hut
Dominos piBBa
-afH 5offee 3a4
The main reason 2ehin3 the su55ess of the multinational 5hains is their eCpertise in pro3u5t
3e?elopment1 sour5ing pra5ti5es1 qualit4 stan3ar3s1 ser?i5e le?els an3 stan3ar3iBe3
operating pro5e3ures in their restaurants1 a strength that the4 ha?e 3e?elope3 o?er 4ears of
eCperien5e aroun3 the =orl3.

Market Share And Major Players
The organiBe3 piBBa mar>et in In3ia is =orth Rs.8%% -rore. The maAor pla4ers in the
mar>et are piBBa hut an3 3ominos =hose mar>et share are aroun3 *&G an3 D&G
respe5ti?el4.
.ther pla4ers form the rest (%G
Branded Pizza Market Share:
Interpretation:
Dominos mar>et share is *&G
PiBBa Hut mar>et share is D&G
.thers mar>et share is (%G
). Hot Millions
(. "ar5ia:s
D. Papa Aohn:s
*. ,. 5hina
Domino`s
Brief History Of The Company, Dominos
The 3omino:s 2ran3 =as foun3e3 in the Unite3 States of Ameri5a in )78% 24 Thomas and
1ames Monaghan. Sin5e then1 that 2usiness has gro=n into a glo2al net=or> of o?er F1&%%
piBBa stores in more than 8% 5ountries1 in?ol?ing o?er (1%%% fran5hises. .?er its *7$4ear
histor41 3omino:s has 3e?elope3 a simple 2usiness mo3el fo5use3 on 3eli?ering qualit4
piBBas in a timel4 manner. Domino:s piBBa1 in5.1 5omplete3 its initial pu2li5 offering in
(%%* an3 is liste3 on the #e= ,or> sto5> eC5hange. (sour5e' 3omino:s piBBa1 in5.
DominoIs piBBa In3ia lt3. =as in5orporate3 in Mar5h )77& as the master fran5hisee for
In3ia an3 #epal1 of 3ominoIs piBBa international in5.1 of U.S.A. Moreo?er1 the 5ompan4
hol3s the master fran5hisee rights for Sri Lan>a an3 !angla3esh through its =holl4 o=ne3
su2si3iar4..
Dominos piBBa In3ia has a net=or> of (E* stores1 in && 5ities1 in (% states an3 union
territories (as on D)st august (%%7. A55or3ing to the In3ia retail report (%%713ominos are
the largest piBBa 5hain in In3ia an3 the fastest gro=ing multinational fast foo3 5hain
2et=een (%%8$(%%E an3 (%%F$(%%7 in terms of num2er of stores.
DominoIs piBBa 5onstantl4 stri?es to 3e?elop pro3u5ts that suit the tastes of its
5onsumers an3 hen5e 3elighting them. DominoIs 2elie?es strongl4 in the
strateg4 of Ithin> glo2al an3 a5t lo5al:. Thus1 time an3 again 3ominoIs piBBa has 2een
inno?ating =ith 3eli5ious ne= pro3u5ts su5h as 5rusts1 toppings an3 fla?ors suita2le
to the taste 2u3s of In3ian 5onsumers. /urther1 pro?i3ing ?alue for mone4 at
affor3a2le pro3u5ts to the 5onsumers has 2een 3ominos motto. Initiati?es su5h as fun meal
an3 piBBa mania ha?e 2een eCtremel4 popular =ith 5onsumers.
Tracing Footsteps
Man4 piBBa lo?ers =oul3 still remem2er the ha?o5 that o55urre3 in mi3 april (%%7 in =hi5h
some 3ull =itte3 3ominos emplo4ees poste3 a >it5hen ?i3eo of 3ominos that 5learl4
sho=e3 the la5> of sanitation in their >it5hen in 4outu2e. The ?i3eo attra5te3 millions of
?ie=s in a fe= hours an3 =as in3ee3 ?iral. Dominos 3i3 an eC5ellent Ao2 of 5risis
management an3 use3 so5ial me3ia to sprea3 a ?iral ?i3eo in =hi5h the 5ompan4 presi3ent
too> 5ontrol of the situation an3 apologiBe3 to the pu2li51 announ5e3 separation of the
5ompan4 from =rong 3oers an3 their prose5ution. He also guarantee3 that su5h issues =ill
not happen again. Dominos 5learl4 pro?e3 that 5ommuni5ation meant engagement1
transparen54 an3 responsi?eness to the intera5tion =ith 5ustomers.
Through The Looking Glass
It has ne?er 2een 3iffi5ult for 3ominos to fin3 out no?el =a4s to enthrall its 5ustomers.
Deli5a5ies that 3o not rip =allets ha?e al=a4s got the 5ro=3 5oming 2a5> to the 3ominos
although its am2ien5e is not up to that of its 5ompetitors. 0hushion >i home 3eli?er41
=here the or3er gets 3eli?ere3 in less than D% minutes. All other a5ti?ities1 2e it ne=
?ariants1 great ser?i5e1 timel4 3eli?eries or more for the same pri5e the effort of 3ominos
has al=a4s 2een 3ire5te3 to=ar3s ma>ing its 5ustomers happ4.
Dominos Pizza Menu Card:
Dominos SWOT Analysis:
Pizza Hut
)&
Brief History Of The Company, Pizza Hut
PiBBa hut =as starte3 in )7&F1 24 t=o 2rothers fran> an3 3an 5arne4 in
=i5hita1 >ansas. The4 ha3 the i3ea to open a piBBa parlour. The4 2orro=e3 J8%% from
their mother1 an3 opene3 the ?er4 first piBBa hut. In )7&71 the first fran5hise unit
opene3 in tope>a1 >ansas. Ten 4ears later1 piBBa hut =as ser?ing one million 5ustomers
a =ee> in their D)% lo5ations. In )7E%1 piBBa hut =as put on the ne= 4or> sto5>
eC5hange un3er the ti5>er s4m2ol piB.
Until )77E1 pepsi o=ne3 piBBa hut1 the 5ompan4 also 5ontrolle3 a ?ast net=or> of fast$
foo3 operations that in5lu3e3 >f51 piBBa hut1 an3 ta5o 2ell. Kith (71%%% lo5ations a5ross
the =orl31 the restaurant group =as the largest in the =orl3. Ho=e?er1 pepsi5o 3e5i3e3
to spin off its restaurant 2usiness as a separate 5ompan4.
PiBBa hut is one of the flagship 2ran3s of 4umL !ran3s1 in5.1 =hi5h also has >f51 ta5o
2ell1 a@= an3 long Aohn sil?er:s un3er its um2rella. PiBBa hut is the =orl3:s largest
piBBa 5hain =ith o?er )(1&%% restaurants a5ross 7) 5ountries
In In3ia1 piBBa hut has )DE restaurants a5ross D8 5ities1 in5lu3ing 3elhi1 mum2ai1
2angalore1 5hennai1 >ol>ata1 h43era2a31 pune1 an3 5han3igarh amongst others. ,umL Is
in the pro5ess of opening piBBa hut restaurants at man4 more lo5ations to ser?i5e a
larger 5ustomer 2ase a5ross the 5ountr4.
)8
Pizza Hut Menu Card:
)E
Pizza Hut Vision And Mission
Korl3=i3e an3 in In3ia1 piBBa hut has 5ome to 2e5ome s4non4mous =ith the 2est
piBBas un3er one roof:. This is 2e5ause at piBBa hut the 2elief is that e?er4 piBBa has its
o=n magi51 thus ma>ing it a 3estination pro3u5t M =hi5h e?er4one see>s. It is this
2elief that has ignite3 the passion to 5reate1 inno?ate an3 ser?e the finest pro3u5t the
in3ustr4 has to offer1 =hile setting stan3ar3s for others to stri?e to repli5ate.
PiBBa hut is 5ommitte3 for pro?i3ing un5ompromising pro3u5t qualit41 offering
5ustomers the highest ?alue for mone4 an3 gi?ing ser?i5e that is =arm1 frien3l4 an3
personal. A 5riti5al fa5tor in piBBa hut:s su55ess has 2een its unique 3ining eCperien5e.
-re=mem2ers at piBBa hut stri?e ea5h 3a4 to pro?i3e 95ustomer mania: M the >in3 of
ser?i5e that ensures that e?er4 ?isit of the 5ustomer is a memora2le one.
. In ha?ing un3erstoo3 the pulse of the 5ustomers in In3ia1 piBBa hut has 5learl4
esta2lishe3 itself as a 2ran3 =ith an In3ian heart. !esi3es offering an eCtensi?e range of
?egetarian piBBas1 it =as the first piBBa 5hain to open a )%%G ?egetarian restaurant in
In3ia in surat an3 later in ahme3a2a3 an3 5ho=patt41 =here it offers a Aain menu sans all
root$2ase3 ingre3ients.
.?er the 4ears piBBa hut has also 3e?elope3 an3 su55essfull4 intro3u5e3 a range of
pro3u5ts espe5iall4 suite3 to the In3ian palate. These pro3u5ts li>e 5hi5>en ti>>a1 spi54
>orma1 pi54 paneer an3 the masala an3 tan3oori piBBas ha?e 2een a tremen3ous
su55ess. Khat has also gi?en piBBa hut a5ompetiti?e e3ge is that in a33ition to an
eCtensi?e range of internationall4 reno=ne3 piBBas li>e the Italian1 the proprietar4 pan
piBBa an3 stuffe3 5rust1 in In3ia the menu offers the option of a 5omplete meal. It
in5lu3es appetiBers1 a sala3 2ar $ =here the 5ustomers 5an ma>e their o=n fresh sala3s1
a range of soups1 pastas an3 3esserts et5.
)F
Core Competencies
Pizza Hut
Tracing Footsteps
PiBBa hut is a>in to the In3ian heart an3 taste 2u3s. PiBBa hut has 2een a2le to 5apture
the heart an3 soul of In3ians. This1 the4 a5hie?e3 through rapi3 In3ianiBation of piBBas.
-hi5>en ti>>as1 tan3oori range an3 spi54 >orma =ere =el5ome3 24 piBBa lo?ers. In
a33ition to this1 piBBa hut ta>es pri3e in ha?ing the onl4 )%%G ?egetarian piBBa hut in
the =orl3 at ahma3a2a31 surat an3 mum2ai:s 5ho=patt4 . It also has a spe5ial Aain
frien3l4 menu =ithout root 2ase3 ingre3ients an3 e?en ser?es sala3 3ressings =ithout
eggsLLL
Through The Looking Glass
Thin>ing out of the 2oC =as ne?er ne= at piBBa hut. Kith the ;palat< 5ampaign1 the4
e?en nu3ge3 In3ians to eat piBBa 2a5>=ar3s. The ?ehi5le for this 5hange =as the
stuffe3 5rust piBBa =hi5h has 2e5ome a huge hit. The piBBa:s outer 5rust has a stuffing
of moBBarella 5heese an3 one 5an run into people eating these piBBas 2a5>=ar3s in man4
outlets. Tal> a2out 2ringing 5hangesLLL
PiBBa hut is reall4 going glo2al. Tus5ani pastas that is trul4 italian is no= at e?er4 piBBa
hut outlet. Kith 5hanging tastes of In3ians an3 greater a55eptan5e of international
5uisines1 piBBa hut has intro3u5e3 D% ne= items on its menu for this festi?al season.
These in5lu3e 2e?erages1 pasta an3 3esserts.
PiBBa hut eCpress outlets =ere laun5he3 at malls1 airports1 3epartment stores an3 gas
stations =hi5h offers a re3u5e3 ?ersion of the menu for glo2e trotters an3 2us4
2ees.Moreo?er piBBa hut is not Aust a hangout Bone for 4oungsters. It organiBes 2irth3a4
2ashes1 >itt4 parties an3 5orporate lun5hes.
PiBBa hut eCpress outlets =ere laun5he3 at malls1 airports1 3epartment stores an3 gas
stations =hi5h offers a re3u5e3 ?ersion of the menu for glo2e trotters an3 2us4 2ees.
)7
Dreaming Big
PiBBa hut aims to 2e the num2er one restaurant 5hain in In3ia an3 eCpe5ts a turno?er of
J) 2illion 24 (%)&. The 4um restaurants plans to in?est J)&% million in the neCt & 4ears
to eCpan3 the num2er of outlets to )%%% from the eCisting ()&.
Access to Crucial Resources
Pizza Hut
Kor>for5e of piBBa hut is 5hosen =ith the motto ;together =e gro=< =ith primar4
5on5ern 2eing qualit4 of ser?i5e1 2e it in terms of 3eli?er4 or qualit4 of piBBas. The
emplo4ees un3ergo eCtensi?e training to a5hie?e te5hni5al finesse an3 lea3ership
qualities. The ne=l4 5hosen 5hefs are traine3 24 the ol3er an3 more eCperien5e3 ones
for a perio3 of a2out (% 3a4s. PiBBa hut ta>es pri3e in =al>ing the tal> =ith the
lea3ership prin5iples of 4um restaurants. These ?alues in5lu3e 5ustomer fo5us1 trust in
people1 re5ognition1 a55ounta2ilit41 eC5ellen5e1 positi?e energ4 an3 team =or>. The
5ustomer fo5us is so high that the4 ha?e separate s4stems in pla5e to satisf4 ?egetarian
5ustomers. Vegetarian 3ishes are prepare3 an3 ser?e3 using separate green spatulas.
Moreo?er piBBa hut is not Aust a hangout Bone for 4oungsters. It organiBes 2irth3a4
2ashes1 >itt4 parties an3 5orporate lun5hes.
PiBBa hut 5onsi3ers its emplo4ees to 2e the greatest strength. /rom the ?ie=point of a
5ustomer it is the ?ariet4 an3 taste of piBBas =hi5h is 3ire5tl4 tie3 to its emplo4eesL
The menu remains 5onstant throughout the 5ountr4 an3 ?arieties are Aust a33e3. The
ne=est entrants into the In3ian menu =ere stuff 5rust piBBas an3 5hees4 2ites
Vegeta2les1 meat1 an3 other a33iti?es are supplie3 24 one 5ommon ?en3or.
(%
SWOT Analysis Pizza Hut
()
LITERATURE REVIEW.
(Ali etal. 2010):-
The In3ian fast foo3 ha2its an3 the 5ustomer per5eption to=ar3s fast foo3 has noti5e3
gra3ual shift in the re5ent 4ears as the signifi5ant portion of the population spent more
mone4 on eating fast foo3 from the 3omesti5 an3 international retailers in the mar>et.
The se5tor =as on5e unnoti5e3 an3 merel4 ha3 an4 eCisten5e in the foo3 an3 hospitalit4
in3ustr4 2ut re5ent fin3ings suggeste3 that there is huge potential in the se5tor as the
gro=th rate =as re5or3e3 a2o?e D%G in the re5ent 4ears.
Kumar and Basu (2008) state3 that 3uring e?olution in the presen5e of o?erseas
5ompanies in the mar>et1 the 3omesti5 pla4ers too 5hange3 their 2usiness strategies in
terms of offering ne= menus at re?ise3 pri5es an3 man4 other ser?i5e in5lu3ing
entertainment1 5hange in store formats1 opening of stores at a num2er of lo5ations an3
moreo?er pro?i3ing foo3 an3 ser?i5es =ith the influen5e of =estern 5ulture. 0umar an3
!asu ((%%F sai3 that 3omesti5 pla4ers su5h as Kimp41 #irulas1 PiBBa -orner1
!i>aner=ala an3 Hal3iram =ere some of the 3omesti5 retailers that eCpan3e3 their
mar>et operations 24 opening ?arious stores aroun3 the 5ities.
Goyal and Singh (2007) emphasise3 that 5onsumers aroun3 the =orl3 a3opte3
information see>ing 2eha?iour in terms of gaining in 3epth >no=le3ge on nutrition
?alues1 a?aila2ilit4 of h4gieni5 foo3s an3 the ?alue for mone4 an3 therefore fast foo3
retailers in In3ia ha3 to ma>e se?eral 5hanges in their 2usiness mo3els as the ne=
5ompanies entere3 the mar>ets.
Kath (2003) state3 that a?aila2ilit4 of health4 foo31 ta>e a=a4 options1 h4giene an3
5leanliness at stores =ere some of the maAor 4et 5riti5al fa5tors that influen5e3 the
per5eption of the 5ustomers to=ar3s fast foo3 gro=th in the 5ountr4.
((
An analysis of the competitors of Pizza Hut and Domino`s
Kea>ness Strength
Su2=a4 Still a3apting to In3ian taste 0ings of san3=i5h mar>ets
+Cpensi?e -ustomiBe3 preparations
PiBBa 5orner Lo= in?estments in a3 Variet4
Deli?er4 not satisfa5tor4 Nualit4
0f5 More of 5hi5>en1 less s5ope for
?eggies
Variet4 masters for 5hi5>en
M53onal3:s Less ?ariet4 !urger lea3ers
/ast ser?i5e
More offers
Papa Aohn:s +Cpensi?e +C5ellent qualit4
Variet4
-53 -on5entrate more on 2e?erages1 less
options on sna5>s
Nualit4
+Cpensi?e Variet4 in 2e?erages
!arista -on5entrate more on 2e?erages1 less
options on sna5>s
+C5ellent am2ien5e

(D
Marketing Strategies
Of Dominos And Pizza Hut
(*
Marketing Strategies Pizza Hut
Adapting To Economic Environment
In )77) un3er the gui3an5e of a ?isionar4 narasimha rao an3 his 5omra3e manmohan
singh In3ia mar5he3 to=ar3s a ne= era of li2eralisation1 pri?atisation an3 glo2alisation.
Tra3e 2arriers =ere ease3 an3 5ultural 2arriers starte3 3issol?ing. It =as at this Aun5ture
that piBBa hut ma3e its infant steps in In3ia1 =ith its first outlet at 2angalore. To3a4
2angalore alone has a stri>ing )7 outlets =hi5h remain 2us4 till late night.
piBBa hut has )*% restaurants a5ross D* 5ities in In3ia in5lu3ing metros. Kith its fo5us
stea3il4 on qualit4 an3 ?ariet41 piBBa hut has gi?en a ne= 3imension to regular piBBa
eat$outs. Ho=e?er the trifle higher pri5es ma4 remain a 5on5ern for mi33le 5lass
In3ians =ith lesser pur5hasing po=er an3 3isposa2le in5ome. The status is stea3il4
impro?ing as more of us em2ra5e fast foo3s to suit the pa5e of our life.
Embracing Technology
Lo5ating stores an3 pla5ing or3ers has ne?er 2een easier for piBBa hut lo4als. Kith their
?irtual store >in3 =e2site1 piBBa hut offers 5ustomers a =i3e range of options to 5hoose
from menu an3 a?ail ne= offers. #o= or3ers 5an also 2e pla5e3 through mo2ile
phones. High en3 te5hnologies are use3 at the 5ash 5ounters.
Across Socio-Cultural Barriers
/oo3 has no language. "oo3 foo3 is appre5iate3 a5ross the glo2e. PiBBa hut has outlets
in a 2etter part of the =orl3. It has ta>en immense effort to 5ater to its 5ustomers all
o?er the =orl3.
(&
Marketing Strategies Domino`s
Adapting To Economic Environment
Dominos fo5uses on ?alue to 5ustomers an3 offers piBBas an3 italian 3eli5a5ies at
affor3a2le pri5es to mi33le 5lass In3ian 5onsumers. Dominos has (E* outlets in &&
5ities a5ross (% states.
Embracing Technology
Lo5ating stores an3 pla5ing or3ers has ne?er 2een easier for piBBa hut lo4als. Kith their
?irtual store >in3 =e2site1 piBBa hut offers 5ustomers a =i3e range of options to 5hoose
from menu an3 a?ail ne= offers. #o= or3ers 5an also 2e pla5e3 through mo2ile
phones. High en3 te5hnologies are use3 at the 5ash 5ounters.
Across Socio Cultural Barriers
Dominos outlets are pre?alent in e?er4 small$2ig to=n a5ross the =orl3. Dominos has
ta>en 5ues from 5hanging preferen5es of its 5ustomers an3 put together a tantalising
menu that attra5ts foo3ies aroun3 the glo2e.
(8
Segmentation,Tageting And
Positioning
Of
Domino`s And Pizza Hut
(E
Segmentation Pizza Hut
Geographic
Region M piBBa hut outlets in 3ifferent 5ountries is a =a4 of segmenting their
mar>et a55or3ing to region an3 fin3ing out potential mar>ets.
-it4 M the4 also segment the 5ities as 5lass i1 5lass ii1 metros1 small to=ns.
Demographic
age M un3er )%4ears1 )% to )F 4ears1 )F to (& 4ears1 (& to *% 4ears1 *%O 4ears.
amil4 in5ome M mi33le 5lass1 upper mi33le 5lass1 high 5lass 3ual in5ome earners
M 4esPno
Psychographic
so5io$e5onomi5 5lass M ur2an
Behavioral
o55asions M 2irth3a4s1 5orporate lun5hes1 marriages1 parties1 re5eptions lo4alt4
status M lo=1 me3ium1 high user status M first time1 regular1 non$user
Segmentation OF Dominos
Geographic
Region M 3ominos outlets in 3ifferent 5ountries is a =a4 of segmenting their
mar>et a55or3ing to region an3 fin3ing out potential mar>ets.
-it4 M the4 also segment the 5ities as 5lass i1 5lass ii1 metros1 small to=ns.
Demographic
Age M un3er )D4ears1 )D to () 4ears1 () to D& 4ears1 D& to &% 4ears1 &%O 4ears.
/amil4 in5ome M lo=er mi33le 5lass1 mi33le 5lass1 upper mi33le 5lass1 high 5lass
Psychographic
So5io$e5onomi5 5lass M ur2an (a)1 a(1 2)1 2(1 51 3
Behavioral
(F
Lo4alt4 status M lo=1 me3ium1 high
user status M first time1 regular1 non$user
Targeting
Pizza Hut
In geographi5 segment the4 targete3 5ountries =here there =ere no piBBa hut
outlets. Initiall4 opene3 in 5lass i 5ities an3 then ha?e no= mo?e3 to metros.
In 3emographi5 segment their main target is the 4oung a3ults ranging from (& 4ears
to *% 4ears an3 also 3ual in5ome earners famil4. The4 aim 2asi5all4 at the upper mi33le
5lass an3 the high 5lass in5ome families.
In ps45hographi5 segmentation the4 targete3 a)1 a(1 2) so5io$e5onomi5 5lasses.
In 2eha?ioral segmentation the4 targete3 for o55asions su5h as 2irth3a4 2ashes1
5orporate lun5hes. It =as also foun3 that the4 =ere targeting the first time users 2e5ause
the4 felt that their qualit4 an3 taste =oul3 automati5all4 ma>e them a lo4al 5ustomer
Dominos
In geographi5 segment the4 targete3 5ountries =here there =ere no 3ominos outlets.
Initiall4 opene3 in 5lass ii 5ities an3 then ha?e no= mo?e3 to 5lass i1 metros an3
smaller to=ns.
In 3emographi5 segment their main target is the teenagers an3 5ollege stu3ents ()D
to ()4ears1 4oung a3ults ranging from () 4ears to D& 4ears. The4 aim 2asi5all4 at the
mi33le 5lass1 upper mi33le 5lass in5ome families.
In ps45hographi5 segmentation the4 targete3 a(1 2)1 2( so5io$e5onomi5 5lasses.
In 2eha?ioral segmentation it =as foun3 that the4 =ere targeting the first time users
an3 also their regular users.
(7
Positioning
Points Of Difference
The maAor point of 3ifferen5e 2et=een piBBa hut an3 3ominos is that piBBa hut
5on5entrates on in$restaurant 3ining. The am2ien5e an3 3e5or of all piBBa hut outlets
are goo3 an3 the outlets are spa5ious. Khen 5ustomers thin> of part4 an3 3e5i3e to
ha?e piBBa1 piBBa hut onl4 5omes into their min3. PiBBa hut also arranges >itt4 parties1
2irth3a4 parties an3 2usiness meetings in their outlets.. Dominos aims at fast home
3eli?er4 of piBBa. Khene?er 5ustomers =ant to ha?e piBBa at home1 the4 thin> of
5alling 3ominos an3 or3ering for it 2e5ause the4 are eCperts in home 3eli?er4 of piBBa.
;=e earn 8%G of our re?enue from home 3eli?er4 of piBBas an3 *%G from the
restaurant sales< 1 sa4s Mr.Navamani1 manager of Dominos.In 5ase of piBBa hut1 the
maAor re?enue is from restaurant sales.
Points Of Parity
-ategor4 points of parit4 M the main foo3 item that is sol3 in piBBa hut an3 Dominos is
piBBa. As =e all >no=1 piBBa 5omes un3er the fast foo3 5ategor4 of foo3s1 2oth the
5ompanies must 2e goo3 in spee3 of ma>ing an3 ser?i5e. Irrespe5ti?e of the 5ost1 2oth
piBBa hut an3 Dominos has to 3eli?er or ser?e piBBa in less time as 5ompare3 to other
main 5ourse foo3 items ser?e3 in other restaurants.
-ompetiti?e points of parit4 M 5ompetiti?e points of parit4 in 5ase of piBBa hut is that1
e?en though piBBa hut is 5ostlier than Dominos1 the4 ha?e their o=n 5ustomers1 =ho 3o
not 2other a2out spen3ing1 2ut loo> for qualit4 an3 personaliBe3 ser?i5e. Khen =e ?isit
piBBa hut1 the4 ha?e restaurant hostess =ho =ill assign us ta2les an3 intro3u5e the
ste=ar3 =ho =ill 2e ta>ing 5are of us. This is generall4 a pro5e3ure that is follo=e3 in
fi?e star 5ategor4 hotels an3 piBBa hut is also follo=ing it to emphasiBe on ser?i5e
D%
qualit4. In 5ase of 3ominos1 the4 are not 5ostl4 as piBBa hut an3 3o not offer great
am2ien5e to 5ustomers1 2ut offer goo3 piBBas at nominal pri5e.
MARKETING STRATEGIES OF DOMINO`S AND
PIZZA HUT
D)
Pizza Hut AS AProduct
Pizza Hut
The Customer Value Hierarchy
/rom the a2o?e 3iagram =e 5an see that piBBa hut has enAo4ment as a 2asi5 pro3u5t
2ut it pro?i3es foo3 for it. Thus a person ha?ing a 2asi5 nee3 of enAo4ment 5an go to
piBBa hut an3 ha?e piBBa =hi5h is the 5ompan4:s 5ore pro3u5t. Hot piBBa an3 goo3
taste are his eCpe5tation. Thus the 5ompan4 shoul3 ensure this 24 pro?i3ing goo3
piBBa. The ?alue a33s ser?i5es refer to the o?erall 3ining eCperien5e1 the ser?i5e
qualit41 am2ien5e et5.
Product Differentiation
Korl3=i3e an3 in In3ia1 piBBa hut has 5ome to 2e5ome s4non4mous =ith the 92est
piBBas un3er one roof:. This is 2e5ause at piBBa hut the 2elief is that e?er4 piBBa has its
o=n magi51 thus ma>ing it a 3estination pro3u5t M =hi5h e?er4one see>s. It is this
2elief that has ignite3 the passion to 5reate1 inno?ate an3 ser?e the finest pro3u5t the
in3ustr4 has to offer1 =hile Setting stan3ar3s for others to stri?e to repli5ate. PiBBa hut
is 5ommitte3 to pro?i3ing un5ompromising pro3u5t qualit41 offering 5ustomers the
highest ?alue for mone4 an3 gi?ing ser?i5e that is =arm1 frien3l4 an3 personal. A
5riti5al fa5tor in piBBa hut:s su55ess has 2een its unique 3ining eCperien5e.
-re=mem2ers at piBBa hut stri?e ea5h 3a4 to pro?i3e 95ustomer mania: M the >in3 of
ser?i5e that ensures that e?er4 ?isit of the 5ustomer is a memora2le one.
Pizza Features
D(
PiBBa hut has man4 unique features of their pro3u5t 3ue to =hi5h it attra5ts the
5ustomers. The pro3u5t is 5lassifie3 into non 3ura2le goo3s as it is a foo3 item piBBa
hut 3ifferentiates itself =ith its 5ompetitors =ith respe5t to their =i3e range of
offerings (menu items one 5an fin3 2esi3es piBBas range of1 pastas appetiBers1 5a>es1
an3 3esserts et5.
Mass Customization
The main a3?antage of piBBa hut is that one 5an 5ustomiBe his o=n piBBa 24 sele5ting
the 2rea3 an3 loa3ing it =ith the toppings =hi5h one 5an sele5t. This 5reates ?ariet4 in
the 5ustomers min3 an3 thus one 5an enAo4 =hate?er piBBa hut 5an offer.
The most unique feature is that there is 9pan * all: s5heme =here one 5an sele5t *
3ifferent t4pes of ?egetarian Pnon$ ?egetarian 5om2inations of piBBaL This is a unique
=a4 of offering as there are man4 5onsumers =ho 5ome in groups =here someone in
the group ma4 =ant a non$ ?egetarian piBBa 5an a?ail the offer.
Conformance Quality
PiBBa hut:s pro3u5ts ha?e ?er4 high 5onforman5e qualit4 i.e. All the pro3u5ts pro3u5e3
are i3enti5al an3 meet the promise3 spe5ifi5ations
Style
PiBBa is 3eli?ere3 in hot pans an3 ser?e3 in st4le. The toppings in the piBBas are also
3resse3 in a goo3 fashion. Thus ha?ing 9foo3 in st4le: 3efines piBBa hut:s eCperien5e.
DD
Service Differentiation
Ordering Ease
.n5e one enters the restaurant imme3iatel4 the assistants initiates the or3ering pro5ess
24 pro?i3ing the menu. All asso5iates are =ell traine3 in english an3 5an ta>e or3er
from an4 5ustomer.
Delivery
PiBBa hut:s st4le of 3eli?ering the piBBa to the 5ustomer is quite an eCperien5e. The
restaurant is aestheti5all4 3esigne3Q all the staff mem2ers are uniquel4 3resse3.
Managers 3resse3 in spe5ial uniforms. Also the ta2les1 menu1 are all pla5e3 in a goo3
manner. This on itself is quite impressi?e. All or3ers pla5e3 in restaurant is ser?e3
=ithin )&$(% minutes an3 the ta>e a=a4 or3ers (or3ere3 on phone is 3eli?ere3 =ithin
D% minutes. -are also has 2een ta>en 24 the 5ompan4 to pa5> the piBBas in spe5ial
5o?ers so that it remains hot till the 5ustomer ha?es the foo3. An4 piBBas 3eli?ere3
outsi3e D% minutes are gi?en free. Also 3is5ount 5oupons are gi?en to the 5ustomer in
5ase one 3oesn:t =ant a free piBBa.
Co- Branding
PiBBa hut has Aoine3 han3s =ith ?isa for a?ailing ?arious offers. Ho=e?er this offer
is onl4 for the in 3ining i.e. .ne 5annot a?ail the offers pertaining to ?isa for ta>e
a=a4 an3 home or3ers.A ?isa 5re3it 5ar3 hol3er 5an a?ail offers li>e famil4 meal
for a lo=er 5ost an3 sele5t other 5om2inations of items =hi5h =oul3 ha?e not 2een
possi2le other=ise.
Packaging & Labelling
D*
The pa5>aging of the piBBa has 2een quite eCtraor3inar4 in the sense that1 it ser?es
the 2asi5 purpose of 9ser?ing hot tast4 piBBa:.
In House Dining
In house 3ining1 the piBBas are not pa5>e31 instea3 the4 are ser?e3 in hot pans1 an3
plates are pro?i3e3 to the 5ustomers. The eCtra ingre3ients li>e oregano miC1 5hilli
fla>es et5. Are >ept in a 2ottle ha?ing pores. Thus the 5ustomer 5an easil4 pour the
ingre3ients into the piBBa.
Take Away Orders
The4 are put in a paper 2oC neatl4 la2elle3 =ith piBBa hut 2ran3 logo. Also there is a
plasti5 support gi?en (it:s in the shape of a tripo3 at the 2ottom of the piBBa to pre?ent
it from sti5>ing at the 2ottom. A piBBa hut logo is also gi?en in the tripo3. The eCtra
ingre3ients li>e oregano miC1 5hilli fla>es et5. Are gi?en in a paper pou5h =hi5h is also
2ran3e3 =ith the piBBa hut logos.
Home Delivery Orders
All the piBBas 5o?ere3 in paper 2oCes 3es5ri2e3 a2o?e are pa5>age3 into a spe5ial
3eli?er4 2ags for retaining the heat. Thus =e 5an o2ser?e that from e?er4 la2elling1
pa5>aging the 5ompan4 tries to im2i2e the 2ran3 of piBBa hut in the min3s of
5onsumers.
Place
D&
.n5e the pro3u5t has 2een 3e5i3e3 upon an3 the mar>et segmente31 targete3 an3 the
pro3u5t positione31 it is time to 3e5i3e ho= an3 =here the mar>eter 5an 3eli?er the
?alue (pro3u5t to the 5ustomer. This is 3one through mar>eting 5hannels that ma>e the
pro3u5t a?aila2le for 5onsumption to the 5ustomer.
Push And Pull Strategies In Channel Marketing:
In a push strateg41 the manufa5turer uses his sales for5e1 tra3e promotion1 mone4 or
other means to in3u5e interme3iaries to 5arr4 promote an3 sell its pro3u5ts to en3 users.
In a pull strateg41 the manufa5turer uses a3?ertising1 promotion an3 other forms of
5ommuni5ation to persua3e the 5ustomer to 3eman3 the pro3u5t from interme3iaries1
thus in3u5ing the interme3iaries to or3er it.
Domino`s: Pursuing A Push Strategy
Domino:s pursues a me3ium push strateg4 in its 5hannel mar>eting. The a3?ertising
la4out for 3omino:s is minimal in In3ia. Domino:s 5on5entrates on in5enti?iBing
5ustomers instea3 off a3?ertising an3 promotion. As a result1 3omino:s regularl4
intro3u5es sell$in s5hemes (promotional s5hemes for 3ealers1 promotional 5oupon1
festi?al offers et5.
Pizza Hut: Masters At Pull Strategy
PiBBa hut follo=s more or lesss the opposite strateg4. PiBBa hut has mastere3 the art of
pull strateg4. It pioneere3 the pra5ti5e of a3?ertising an3 promotion in the fast foo3
D8
in3ustr4. PiBBa hut a5hie?e3 this remar>a2le feat 24 a3opting a 3ifferent
mar>eting strateg4 that in?ol?e3 in5reasing am2ien5es an3 amusement for the
5ustomers.
Pricing Of Domino`s
In3ians are ?alue$sensiti?e1 not pri5e$sensiti?e. The pri5e =as attri2ute3 to the high
qualit4 of ingre3ients use3. /or instan5e1 Domino:s sour5e3 its Peperoni an3 Ralapeno
nee3s from Australia an3 Spain respe5ti?el4. Ho=e?er1 =ith 5ompetition in5reasing
from PiBBa Hut1 Domino:s intro3u5e3 pri5e 5uts1 3is5ounts an3 free2ies to attra5t the
5ustomers. In )77F1 Domino:s intro3u5e3 the PiBBa Mania s5heme =here it offere3 a
large piBBa for Rs.)(7P$. The 3eman3 =as o?er=helming an3 the 5ompan4 sol3 5lose to
&%%% piBBas in the first =ee> of its laun5h.
In In3ia Domino:s is tr4ing to attra5t the mi33le 5lass an3 lo=er mi33le 5lass people
=ho are intereste3 to spen3 their mone4 on piBBa 2ut in lo= pri5e. Those people are
eager to go for a outing in an4 festi?al an3 as a 5heap famil4 restaurant Domino:s
=oul3 2e most prefera2le.
The Domino:s PiBBa fran5hise 5onstantl4 >eeps on in?enting =a4s through =hi5h it 5an
ma>e a greater impa5t on the fast foo3 mar>et. That is ho= the fast foo3 fran5hise 5ame
up =ith I/un Meal for /ourI offer. Through this metho31 the piBBa fran5hise is a2le to
pro3u5e more ?ariet4 in the foo3 3eli?ere3 to its 5ustomers at their 3oor steps. Through
its I/un Meal for *: pa5> the Domino:s PiBBa In3ia offers four piBBas at the rate of Rs
)F%. This means 5harge of one piBBa =ill 2e Aust Rs *&.
Pricing Of Pizza Hut
In the past1 PiBBa Hut has su55essfull4 use3 the highPlo= pri5ing strateg4 =hen setting
the retail pri5e of its pro3u5ts. The highPlo= retail pri5ing strateg4 allo=s PiBBa Hut to
5harge a pri5e that is a2o?e the 5ompetition1 2ut also promote frequent sales to lo=er
the pri5e 2elo= them. The highPlo= pri5ing strateg4 has se?eral a3?antages. /irst1 this
pri5ing strateg4 =ill help segment the mar>et. Different groups of 5ustomers are =illing
DE
to pa4 3ifferent pri5es for the same pro3u5t. The highPlo= pri5ing strateg4 =ill
also 5reates eC5itement. -ustomers =ill 2e a2le to tr4 something ne= =hen the4
pur5hase. /inall41 this strateg4 =ill emphasiBe pro3u5t an3 ser?i5e qualit4.
As there are no su5h 5ompetitors of PiBBa Hut =hi5h 5oul3 5ompete =ith the qualit4 of
piBBa pro3u5e3 at PiBBa Hut1 therefore1 the pri5ing strateg4 a3opte3 24 PiBBa Hut is
Imar>et s>immingI. PiBBa Hut has a3opte3 this pri5ing strateg4 as the4 =ant to hol3
maCimum share of the mar>et 24 maCimum profit. This is a gol3en era for PiBBa Hut1
as there are no 5ompetitors an3 hen5e1 PiBBa Hut is free to 5harge an4 pri5e the4 =ant.
The4 are 5harging higher pri5es 3ue to the uniqueness of the pro3u5t. The4 satisf4 the
target mar>et as the foo3 qualit4 is =orth the pri5e pai3. The pri5ing strateg4 is not Aust
to get the =orth of qualit4 2ut also to gain maCimum profits 2efore an4 5ompetitor
enters 2e5ause then PiBBa Hut =ill ha?e to 5hange its pri5ing strateg4.
Although the pri5es =oul3 2e lo=ere3 =ith the ne= entrants in the mar>et 2ut not to a
greater eCtent as the qualit4 foo3 pro3u5ts are not home$pro3u5e3. The4 are importe3
from 3ifferent 5ountries >eeping in ?ie= the 2est qualit4.
/irst1 this pri5ing strateg4 =ill help segment the mar>et. Different groups of 5ustomers
are =illing to pa4 3ifferent pri5es for the same pro3u5t. The highPlo= pri5ing strateg4
=ill also 5reate eC5itement.
Promotion
Domino`s
Promotion1 =hi5h is >no=n as mar>eting 5ommuni5ation1 is a maAor attri2ute for an4
pro3u5t or ser?i5e. In mo3ern mar>eting it is more than 3e?eloping a goo3 a55essi2le
pro3u5t or eCa5t pri5ing.
+?er sin5e it =as esta2lishe31 Domino:s PiBBa In3ia has maintaine3 its position of
mar>et lea3ership =ith its 5onstant pro3u5t inno?ation an3 maintenan5e of stringent
ser?i5e stan3ar3s. More importantl41 it has esta2lishe3 a reputation for 2eing a home
3eli?er4 spe5ialist 5apa2le of 3eli?ering its piBBas =ithin D% minutes to its 5ommunit4
of lo4al 5ustomers from its entire 5hain of stores aroun3 the 5ountr4. -ustomers 5an
or3er their piBBas 24 5alling a single 5ountr4=i3e Happiness Hotline )F%%$)))$)(D. In
fa5t1 DominoIs =as the first one to start this fa5ilit4 for its 5ustomers.
DF
DominoIs is 5ommitte3 for 2ringing fun an3 eC5itement to the li?es of our 5ustomers
24 3eli?ering 3eli5ious piBBas to their 3oorstep in D% minutes or less1 an3 all its
strategies are aime3 at fulfilling this 5ommitment to=ar3s its large an3 e?er$gro=ing
5ustomer 2ase.
Communication Objectives
Category Need
Domino:s master fran5hise mo3el
In3ustr4 anal4sts 2elie?e3 that DominoIs master fran5hise mo3el =as one of the reasons
for its su55ess in international mar>ets e?en in light of the glo2al e5onomi5 slo=3o=n
in (%%F.
Ho= 3ominoIs international 2u5>e3 the tren3
The strong performan5e of DominoIs international master fran5hises in the mi3st of the
glo2al e5onomi5 slo=3o=n =as a =i3el4 3e2ate3 topi5 among anal4sts. Khile some
anal4sts 2elie?e3 that the re5ession ha3 helpe3 the gro=th of these 5hains 3ue to the
Itra3ing 3o=n fa5torI of people preferring to eat at home rather than 3ine out at
eCpensi?e restaurants1 others 2elie?e3 it =as a 5om2ination of aggressi?e mar>eting an3
the fran5hise mo3el that ha3 helpe3 the 5ompan4 2u5> the tren3.
Brand Awareness
Promotional an3 a3?ertisement 5ampaigns
D7
The piBBa 3eli?er4 2usiness ha3 tra3itionall4 2een promotion 3ri?en. -oupons
an3 3is5ounts =ere offere3 24 all piBBa 3eli?er4 5hains to =oo 5ustomers. Sin5e
its in5eption1 Domino:s ha3 2een >no=n for its unique promotions that in5lu3e3
fast 3eli?er4 an3 inno?ations to 5ater to a ?arie3 palette.
The ID% minutesI promise
In the 4ear )7ED1 DominoIs 2egan a guarantee s5heme that its piBBas =oul3 2e 3eli?ere3
in D% minutes or less of or3ering failing =hi5h the 5ustomer =oul3 re5ei?e the piBBa
free.
Brand Attitude
Use of te5hnolog4
.nline sales a55ounte3 for o?er E% per5ent of its total sales in (%%F. Dominos planne3
to further eCploit the in5reasing potential of the online me3ium as one of the
promotional an3 3istri2utional 5hannels in the 3o=nturn.
Brand Purchase Intention
Khat ma>es 3omino:s piBBa 2etter than its 5ompetitors
S Varit4 of PiBBa:s
S Ser?i5es offere3
S Nualit4 of piBBa:s
S Lo5ation of the .utlet
S Kaiting time in the outlet
S Door step ser?i5es
S Lo= pri5ing
Developing Effective Communication
Target To Age Group/Class
*%
Domino:s target au3ien5e is a 5onsumer =ho 2elongs to age group of )* to D& 4ears
from the +5onomi5 -lass A or ! an3 prefera2l4 one =ho has 2een eCpose3 to the
=estern 5ulture as =ell as the =estern st4le of eating. The4 are people =ho are
up=ar3l4 mo2ile an3 3on:t min3 to pa4 for 5on?enien5e. In this 5ategor4 teenagers are
the most affe5te3 24 =estern 5ulture an3 its eating ha2its. The age group has 2een
restri5te3 to the range of )* to D& 4ears as this age group a55ounts for a2out E%G of the
total sales ?olume of piBBas in In3ia.
As far as the so5io +5onomi5 5lass is 5on5erne31 sin5e Domino:s piBBas are pri5e3 from
a2out Rs.F% on=ar3s. Ho=e?er1 Domino:s ha?e no= 5ome out =ith piBBas ranging
from Rs.D7 on=ar3s to target the e?er$in5reasing mi33le 5lass 5onsumers.
S Dis5ount 5oupons are 2eing pro?i3e3 =ith e?er4 item pur5hase3.
S #e= s5hemes at regular inter?al of time a55or3ing to the taste of the In3ian 5ustomer.
Creative Strategy
Latest in 3omino:s
0=alit4 =all:s i5e$5reams in 3ominos$ /or the first time 3ominos starte3 offering i5e
5reams .Selling i5e 5ream in Domino:s is also a ne= sales Domino:s has also
segmente3 the mar>et geographi5all4 24 3e5i3ing to initiall4 5ater to onl4 the
metropolitan 5ities an3 ur2an areas. The4 ha?e left out the rural areas 3ue to the lo=
le?el of a=areness regar3ing =estern 3ishes as =ell as t4pi5al In3ian patter of eating.
30 min campaign:
This is a 5ampaign in =hi5h DominoIs offers its 5ustomers free PiBBas if the4 are not
3eli?ere3 in D% minutes from the time of or3er.
The4 ha?e a store in a ra3ius of D >ms in maAor metropolitan 5ities. An4thing =hi5h is
far a=a4 from D >ms 3oesn:t fall in this 5ategor4.
DominoIs latest spe5ial offer promises a hot an3 piping piBBa 3eli?ere3 on 3oor un3er
D% minutes1 or itIs free. !ut D% minutes is a ?er4 short time for a t4pi5al Dominos PiBBa
lo5al 3eli?er41 2ut itIs the latest spe5ial offer from Dominos in an effort to out3o the
*)
5ompetition. Still1 there are some 5ities =here it must 2e reall4 tough to ma>e a
Dominos PiBBa lo5al 3eli?er41 the 5ities =here traffi5 5ongestion is a natural =a4 of
life.
Design The Communication: Message Strategy
Offers By Dominos
S Kith e?er4 or3er of piBBa an3 5o>eP"arli5 2rea3 sti5>s get a 3omino:s pasta for Rs. D7
instea3 of Rs 87.
S Pasta is a?aila2le in ( ?ariants' 5hees4 =hite an3 tang4 re3 ?eg Rs 87P$ @ non ?eg Rs
E7P$S "et garli5 2rea3 for onl4 Rs D%P$ =ith an4 of the piBBa mania 5om2inations.
S Dominos start pro?i3ing 5o>ePfantaPsprite.
S Dominos starte3 piBBas mania =hi5h starts from Rs D& an3 =e get the toping
a55or3ing to our 5hoi5e.
S Ke2 5oupons a?aila2le at =e2 site ===.3ominos.5o.in
S promotion strateg4 to attra5t more 5ustomer in a ne= per5epti?e Pinno?ati?e =a4.
S Domino:s has also 5ome up =ith pasta mania.
Communication Mix
+?er4 5ompan4 must follo= the eight maAor mar>eting 5ommuni5ation mo3es. /or
Domino:s 3ire5t selling an3 intera5ti?e selling is not nee3e3 though the4 are in?ol?e3
in internet an3 5a2le TV promotions. Domino:s al=a4s sear5h for =a4s to gain
effi5ien54 24 repla5ing one 5ommuni5ation =ith others. The sustaina2ilit4 among
5ommuni5ation tools eCplains =h4 mar>eting fun5tion nee3 to 2e 5oor3inate3.
Advertising
It rea5hes geographi5all4 3isperse3 2u4ers. Domino:s ?ision is fo5use3 on ;+C5eptional
people on a mission to 2e the 2est piBBa 3eli?er4 5ompan4 in the =orl3L T. DominoIs is
5ommitte3 to 2ringing fun an3 eC5itement to the li?es of our 5ustomers 24 3eli?ering
3eli5ious piBBas to their 3oorstep in D% minutes or less1 an3 all its strategies are aime3 at
fulfilling this 5ommitment to=ar3s its large an3 e?er$gro=ing 5ustomer 2ase. It:s all
*(
a3?ertisement are image of 5ore 5ompeten5ies. Their taglines ;The PiBBa Deli?er4
+Cperts< an3 ;Hungr4 >4aU< are sho=ing their fo5using area in promotion.
Events/ Experiences
The4 are sponsoring some 5ollege fest1 5ultural program an3 promotional e?ents
throughout the 5ountr4 for promotion.
Public Relations
DominoIs 5onstantl4 stri?es to 3e?elop pro3u5ts that suit the tastes of its 5ustomers1
there24 2ringing out the Ko= effe5t (the feel goo3 fa5tor. DominoIs 2elie?es strongl4
in the strateg4 of IThin> lo5al an3 a5t regionalI. Thus1 time an3 again DominoIs has 2een
inno?ating toppings suita2le to the taste 2u3s of the lo5al popula5e an3 the In3ian
mar>et has ?er4 =ell a55epte3 these.
Personal Selling
Domino:s 5onstantl4 stri?e to ma>e the 5ompan4 an integral part of the li?es of the
target au3ien5es 24 getting in?ol?e3 =ith the 5lientele at the emotional le?el an3
2uil3ing long$term relationship =ith them. Thus1 Domino:s 5on5entrate more on
5arr4ing out 2elo=$the$line a5ti?ities in the area it ser?es.
Sales Promotion Marketing Strategies of Pizza Hut and Dominos
In In3ia1 Domino:s has 2een asso5iate3 =ith the #".:s 3e?ote3 to the 5ause of
un3erpri?ilege3 -hil3ren:s. Domino:s 5on3u5ts Store +3u5ational Tour (S+T for
the un3erpri?ilege3 5hil3ren time$to$time.
Domino:s PiBBa In3ia also 2oasts a2out its 5ommitment to ser?e its 5ustomers on
time 24 implementing the ;D% MI#UT+S .R /R++< ser?i5e 5ommitment.
The4 are 5ontinuousl4 offering ne= in5enti?es to the 5ustomers.
Word of mouth
This tool is ?er4 po=erful for promotion in the fast foo3 in3ustr4. Lo= pri5e an3 goo3
2eha?ior ga?e them the e3ge in In3ia.
*D
Research Methodology
Resear5h is a s5ientifi5 an3 s4stemati5 sear5h for pertinent information on a spe5ifi5
topi5. Resear5h is an art of s5ientifi5 in?estigation. A55or3ing to -liffor3 Koo341
;Resear5h 5omprises 3efining an3 re3efining pro2lems1 formulating h4pothesis or
suggeste3 solutions1 5olle5ting1 organiBing an3 e?aluating 3ata1 ma>ing 3e3u5tions an3
rea5hing 5on5lusions an3 at last 5arefull4 testing the 5on5lusions to 3etermine =hether
the4 fit the formulating h4pothesis<.
Objective of the Study
.To stu34 the 5onsumption pattern to=ar3s fast foo3s parti5ularl4 =ith respe5t to
The frequen54 of ?isits an3 5hoi5e of fast foo3 outlets.
**
To >no= the satisfa5tion le?el of 5ustomer on piBBa of piBBa hut.
To >no= the satisfa5tion le?el of 5onsumer of piBBa in 3ominos.
To >no= a2out the strategies a3opte3 24 2oth the 5ompanies.
To >no= =hi5h t4pe of taste 5ustomer li>es in piBBa.
To >no= =hose piBBa is li>e most 24 the 5oustmers.
To >no= the ?isit of 5ustomer in a =ee> of piBBa hut.
. To i3entif4 the fa5tors affe5ting the 5hoi5e of (In3ian 4outh 5onsumers for fast
foo3.
Scope of the Study
The Stu34 Is Helpful To -ompan4 /or 0no=ing That Ho= Man4 Persons Are
Satisfie3 Kith PiBBa .f PiBBa Hut.
-ompan4 -an Ma>e The Pro3u5t !etter As Per -ustomer Suggestion.
During Stu34 Resear5her "et Large +Cperien5e An3 Intro3u5e3 Himself In /ront
.f #e= People.
The stu34 is also helpful in fin3ing out the respon3ent:s opinion
to=ar3s 5ertain attri2utes.
This stu34 5an 2e helpful to the 5ompan4 for 5on3u5ting an4 further
resear5h.
Research Design
*&
Resear5h 3esign ai3s the resear5her in the allo5ation of limite3 resour5es 24 posing
5ru5ial 5hoi5es in metho3olog4. Resear5h 3esign is the plan an3 stru5ture of
in?estigation so 5on5ei?e3 as to o2tain ans=ers to resear5h questions. The plan is the
o?er all s5heme or program of the resear5h. It in5lu3es an outline of =hat the
in?estigator =ill 3o from =riting h4pothesis an3 their operational impli5ations to the
final anal4sis of 3ata.
Descriptive Research design The 3esign for this stu34 is 3es5ripti?e
resear5h 3esign. This 3esign =as 5hosen as it 3es5ri2es a55uratel 4 the
5hara5teristi5s of a parti5ular s4stem as =ell as the ?ie=s hel3 24
in3i?i3uals a2out the s4stem. The ?ie=s an3 opinions of emplo4ees
a2out the s4stem help to stu34 the suita2ili t 4 of the s4stem as =ell as the
5onstraints that might restri5t its effe5ti?eness.
Exploratory Research Design:
It is resear5h 5on3u5te3 for a pro2lem that has not 2een 5learl4 3efine3. It often o55urs
2efore =e >no= enough to ma>e 5on5eptual 3istin5tions or posit an eCplanator4
relationship.
V)W
+Cplorator4 resear5h helps 3etermine the 2est resear5h 3esign1 3ata
5olle5tion metho3 an3 sele5tion of su2Ae5ts. It shoul3 3ra= 3efiniti?e 5on5lusions onl4
=ith eCtreme 5aution. "i?en its fun3amental nature1 eCplorator4 resear5h often
5on5lu3es that a per5ei?e3 pro2lem 3oes not a5tuall4 eCist.
Sampling Techniques
The sampling te5hnique a3opte3 for the purpose of the stu34 is
5on?enien5e sampling. As the name impli es a 5on?enien5e sample means
sele5ting parti5ular units of the uni?erse to 5onstitute a sample.
Sample Size
*8
The sample siBe of the stu34 is )%%. This sample is 5onsi3ere3 as
representati?e.
Data Collection
Primary Source
The primar4 sour5e of 3ata is through Nuestionnaire. The main reason
for sele5ting the questionnaire metho3 for the stu34 is'
Respon3ents ha?e a3equate ti me to gi?e =ell thought out ans=ers.
The time of the stu34 =as also a limiting fa5tor.
Secondary Source:
The se5on3ar4 sour5e of information is 2ase3 on the ?arious 3etails
retrie?e3 from Rournals1 Ke2sites an3 MagaBines. Se5on3ar4 3ata =ill 5onsist
of 3ifferent literatures li>e 2oo>s =hi5h are pu2lishe31 arti5les1 internet 1 the 5ompan4
*E
manuals an3 =e2sites of 5ompan4 Data from eCisting re5or3s 5reate3 for other
purposes (se5on3ar4 sour5esSu5h as 3ata from report 5ar3s1 mem2ership list or so5ial
ser?i5e agen54 re5or3s.Sour5es ma4 in5lu3e in3ustrial figures1 3ata2ases1 li2rar4
sour5es1 go?ernment pu2li5ations an3 so forth.
The information for proAe5t report has 2een 5olle5te3 from =e2sites1 2oo>s1
unstru5ture3 inter?ie=s et5. therefore1 the sour5es of information in this proAe5t report
are 2oth primar4 an3 se5on3ar4 3ata.
The 3ata for this stu34 has 2een 5olle5te3 through primar4 sour5es. Primar4 3ata for
this stu34 =as 5olle5te3 =ith the help of Nuestionnaires an3 e?aluation fee32a5> forms.
The eCtra information =as 5olle5te3 through inter?ie=s =ith the emplo4ees at ?arious
5ompanies.
CHAPTER 2
*F
DATA ANALYSIS AND INTERPRETATION
Q1) Age of respondents:
Age #o. of respon3ents Per5entage
!elo= (% )& ()
()$ D% (% (7
D)$*% )& ()
*)$&% )( )E
A2o?e &% F )(
Total E% )%%
*7
Interpretation:
The result sho=s that maAorit4 of respon3ents i.e. (7G falls un3er the 5ategor4 of ()$D%
4ears an3 ()G falls un3er 2elo= (%4ears it sho=s that piBBahut is mainl4 famous
among 4oungsters as the4 are the maAor users of piBBa hut an3 least 5omes un3er
a2o?e .
Q2) Occupation of respondent:
.55upation #o. of respon3ents
Professional )D
Self +mplo4e3 D(
Stu3ent )&
.thers )%
&%
Interpretation:
The result sho=s that maAorit4 of respon3ents that are using piBBa are selfemplo4e3 i.e.
*8G the4 are using 3ominos ser?i5es 2e5ause it results in time sa?ing. ()G are in5lu3e
stu3ents 2e5ause the4 ha?e 5omplete >no=le3ge of internet an3 )*G other in5lu3ing
house=i?es the4 are using 3ominos 2e5ause it sa?es time .
ND. In5ome le?el of 5ustomers'
I#-.M+ Total no
!elo= )%1%%% ))
)%1%%%$(&1%%% (%
(&1%%%$&%1%%% (*
More than &%1%%% )&
&)
Interpretation:
The result of this stu34 sho=s that (7G of the respon3ents =ho are using 3ominoss fall
un3er the in5ome 5ategor4 of )%1%%%$(&1%%% an3 D*G falls un3er the in5ome 5ategor4
of (&1%%% to &%1%%% an3 ()G G falls un3er the in5ome 5ategor4 of more than &%1%%%
an3 )8G G falls un3er the in5ome 5ategor4 of 2elo= )%1%%%.
N*. Ho= often 3o 4ou ?isit PiBBa HutU
(i Kee>l4 (ii Monthl4 (iii .55asionall4

Kee>l4 Monthl4 .55asionall4
*%G D%G D%G
&(
MONTHLY
WEEKLY
OCCASIONALLY
Interpretation:
/rom the anal4sis1 =e 5an see that most of the 5ustomers i.e. *%G ?isit piBBa hut
=ee>l4.
N & Khi5h 2ran3 4ou prefer the mostU
(i PiBBa Hut (Ii Dominos (Iii .ther
PiBBa hut Dominos .ther
*%G *%G (%G
&D
PIZZA HUT
DOMINOS
OTHER
Interpretation:
Here from the anal4sis =e foun3 that piBBa hut an3 3ominos are the 2iggest 5ompetitor
of the mar>et. -ustomers gi?e equal preferen5e to 2oth 2ran3.
N8. Through =hi5h me3ia 4ou are getting information a2out PiBBa HutU
(i TV (ii #e=spaper (iii Pamphlets (i? !ill !oar3s (? .ther:s
TV #e=spaper Pamphlets !ill 2oar3s .thers
(&G )&G (%G )&G (&G
&*
T
NEWSPAPER
PAMPHLETS
!ILL !OARDS
OTHERS
Interpretation:
The a2o?e anal4sis sho=s that most of the 5ustomers get information a2out piBBa hut
pro3u5ts through TV an3 also from their pamphlets.
NE. Koul3 4ou tr4 a ne= foo3 item laun5he3 PiBBa Hut'
(e.g -onniBa 1 /reshiBBa
(i ,es (Ii #o
,es #o
8&G D&G
&&
YES
NO
Interpretation:
Most of the 5ustomers are rea34 to tr4 the ne= pro3u5ts laun5he3 24 piBBa hut. It gets
positi?e response from the 5ustomers to=ar3s ne= offerings.
NF. Spe5if4 4our satisfa5tion =ith PiBBa Hut a55or3ing to the Nualit4U
Parameter +C5ellent "oo3 A?erage Poor
Nualit4 (&G D&G (&G )&G
&8
E"CELLENT
#OOD
AERA#E
POOR
Interpretation:
The a2o?e anal4sis sho=s that it offers eC5ellent qualit4 pro3u5ts to (&G 5ustomers an3
goo3 qualit4 pro3u5ts to D&G 5ustomers. So it get positi?e response from the
5ustomers.
N7. Spe5if4 4our satisfa5tion =ith Dominos a55or3ing to the Nualit4U
Parameter +C5ellent "oo3 A?erage Poor
&E
Pri5e (%G D&G D&G )%G
E"CELLENT
#OOD
AERA#E
POOR
Interpretation:
A55or3ing to (%G 5ustomers1 3ominos offers eC5ellent qualit4 pro3u5ts an3 D&G
5ustomers sa4s that it offers goo3 qualit4 pro3u5ts.
N)%. Spe5if4 4our satisfa5tion =ith Dominos a55or3ing to the Ser?i5eU
Parameter +C5ellent "oo3 A?erage Poor
Ser?i5e (%G *&G D%G &G
&F
E"CELLENT
#OOD
AERA#E
POOR
Interpretation:
The a2o?e anal4sis sho=s that a55or3ing to *&G 5ustomers the ser?i5e is goo31 (%G
5ustomers rate3 it as eC5ellent an3 it is Aust a?erage a55or3ing to D%G 5ustomers.
N)). -ompare PiBBa Hut =ith the follo=ing foo3 5hains an3 rate them on a s5ale of
)%%.
#ame Nualit4 Store Ser?i5e Am2ian5e
PiBBa Hut (&G (%G (&G )&G
Domino:s D&G *&G (&G *%G
PiBBa -orner (%G )&G (%G (&G
#irula:s (%G (%G D%G (%G
&7
QUALITY
P$%%& H'(
D)*$+),-
P$%%& C).+/.
N$.'0&,-
STORE
P$%%& H'(
D)*$+),-
P$%%& C).+/.
N$.'0&,-
SERVICE
8%
P$%%& H'(
D)*$+),-
P$%%& C).+/.
N$.'0&,-
AMBIANCE
P$%%& H'(
D)*$+),-
P$%%& C).+/.
N$.'0&,-
Interpretation:
/rom the a2o?e anal4sis =e fin3 that 3ominos lea3s in terms of all the qualit41 store an3
am2ien5e 2ut #irula is goo3 in terms of se?i5e.
8)
Customer Reviews for Dominos Pizza
Mostl4 8%G of the 5ustomers 5ome here for foo3 an3 the others for enAo4ment as
their 2asi5 requirement
Mostl4 5ustomers 5ome to 3ominos for ta>e a=a4 piBBas
Most 5ustomers are from the mi33le in5ome group or stu3ents =hose 3isposa2le
in5ome are relati?el4 less
"enerall4 e?er4one fin3s the taste of the piBBas to 2e goo3
Also the lo5ation of the restaurant mattere3 a lot as man4 people 5ome to Dominos
sin5e its lo5ate3 2esi3es V.- par>
+?en =e ha3 foo3 in the restaurant an3 =e also foun3 the taste to 2e greatL
Also people preferre3 Dominos for their relati?el4 lo=er pri5e
8(
Most Common Answers (From Customers)
"enerall4 8&G of the or3ers are either ta>e a=a4 or3ers or pla5e3 from outsi3e. In
3ining 5ontri2utes onl4 D&G of the re?enue
The 5ompan4:s pro3u5t re5all 7&G of the times relates to Deli?er4 in D% minutes or
foo3 (=hi5h pertains to their 9Hungr4 04aU: (promotional 5ampaign
+nAo4ment is per5ei?e3 to 2e a5hie?e3 after ha?ing the foo3 qui5>l4
Dominos !ran3 thus relates mainl4 to ser?i5e @ 3eli?er4 neither the4 promote their
in 3ining eCperien5e nor the4 spen3 re?enue for it.
Customer reviews for Pizza- Hut
Mostl4 F%G of the 5ustomers 5ome here for enAo4ment1 am2ien5e an3 the rest
for foo3 as the 2asi5 requirement
Mostl4 5ustomers 5ome to PiBBa$Hut for 3ining eCperien5e
Most 5ustomers are from the higher in5ome group
The 5ustomer ser?i5e in the restaurant is also goo3
"enerall4 e?er4one fin3s the taste of the piBBas to 2e goo3
8D
Most Common Answers (from customers)
"enerall4 E%G of the or3ers are in house or3ers i.e. 3ining. .r3ers =hi5h are either
ta>e a=a4 or pla5e3 from outsi3e 5ontri2utes onl4 D%G of the re?enue
The 5ompan4:s pro3u5t re5all 7%G of the times relates to am2ien5e an3 enAo4ment
PiBBas are se5on3ar4 to enAo4ment
PiBBa Hut as a 2ran3 thus relates mainl4 to am2ien5e an3 enAo4ment =ith piBBa.
8*
Chapter 4
Findings & Conclusions
Findings
Findings - Results indicate that the young Indian consumer has passion for
visiting fast food outlets for fun and change but home food is their rst choice.
They feel homemade food is much better than food served at fast food outlets.
They have the highest value for taste and quality (nutritional values)
8&
Conclusion
PiBBa Hut has man4 targets =hi5h it has a5hie?e in a gi?en perio3 of time. The time$
perio3 is mostl4 a 4ear. Therefore1 in or3er to fulfill the targets 3ifferent strategies are
a3opte3 24 PiBBa Hut. It 5an 2e 5on5lu3e3 that these strategies ha?e 2een su55essful
an3 there is fleCi2ilit4 in the strategies1 as the4 5an 2e 5hange3 =ith the 5hanges in the
mar>et 5on3itions as =ell as the targets. In3ians are ?alue$sensiti?e1 not pri5e$sensiti?e.
The pri5e =as attri2ute3 to the high qualit4 of ingre3ients use3. /or instan5e1 Domino:s
sour5e3 its Peperoni an3 Ralapeno nee3s from Australia an3 Spain respe5ti?el4.
Ho=e?er1 =ith 5ompetition in5reasing from PiBBa Hut1 Domino:s intro3u5e3 pri5e 5uts1
3is5ounts an3 free2ies to attra5t the 5ustomers. In )77F1 Domino:s intro3u5e3 the PiBBa
Mania s5heme =here it offere3 a large piBBa for Rs.)(7P$. The 3eman3 =as
o?er=helming an3 the 5ompan4 sol3 5lose to &%%% piBBas in the first =ee> of its
laun5h. The o2Ae5ti?es of promotion are to intro3u5e a ne= pro3u5t1 stimulate 3eman31
5hange the short$term 2eha?ior of the 5ustomers1 an3 en5ourage repeat or greater usage
24 5urrent 5ustomers. PiBBa hut uses man4 promotional strategies. The main promotion
is a 5oupon to pur5hase. This promotion is also 3istri2ute3 mainl4 24 mail1 2ut also 24
fliers on 5ollege 5ampuses aroun3 the 5ountr4 in or3er to rea5h the target mar>et.
88
Suggestions
Dominos
The 3ining 5on3itions ha?e to 2e 5hange3 3rasti5all4 if Dominos ha?e to target the
premium segment of 5ustomers.
The4 are =a4 2ehin3 PiBBa Hut in the 3ining eCperien5e. Some of the Dominos
restaurants la5> e?en 2asi5 amenities
Due to this a 5on3ition 5an o55ur =here 5ustomers Au3ge the qualit4 an3 taste of the
piBBa =ith respe5t to the restaurant en?ironment an3 am2ien5e
Thus to ha?e a greater mar>et share an3 tap premium segment of the mar>et1
Dominos 5an pro?i3e goo3 qualit4 restaurants
There shoul3 also 2e pro?ision for musi51 TV:s1 >i3s Bone et5 in the restaurant
!4 3oing this the4 5an e?en 5harge a little 2it more on the foo3 items
Pizza Hut
Re3u5e the menu 5ostsQ it is =a4 too eCpensi?e for a mi33le 5lass In3ian.
Mi33le 5lass forms the maCimum population of In3ia an3 hen5e re3u5ing the 5osts
of piBBa 5an in5rease the elasti5it4 of 3eman3 greatl4
In?aria2l4 there are no 3is5ounts1 or 3is5ounts if offere3 are ?er4 less. Thus PiBBa
hut shoul3 offer more 3is5ounts to tap more 5ustomers
Their rea5h is ?er4 less as 5ompare3 to Dominos (as the4 ha?e onl4 premium
restaurants =hi5h 3epri?es far off 5ustomers from ha?ing PiBBa Huts eCperien5e.
Hen5e the4 shoul3 in5rease their presen5e.
8E
Limitation
The sur?e4 =as 5on3u5te3 =ithin the limite3 time frameQ so fe= short5oming
ma4 2e eCpe5te3.
The respon3ent:s personal 2ias ma4 2e another fa5tor1 =hi5h is un5ontrolla2le.
The fin3ing of the sur?e4 is stri5tl4 2ase3 on the responses of the respon3ents. it is
3iffi5ult to fin3 the eutheni5s 2e true1 so =e are assuming them to 2e true.
-han5es of some 2iasness 5oul3 not 2e eliminate3.
A Samples siBe of fift4 has 2een use 3ue to time limitations.
The stu34 3oes not represent 5lasses of managerial professionals not inter?ie=e31
su5h as those from e3u5ational institutions1 health$relate3 in3ustries1 la=
enfor5ement1 or glo2al 2usinesses.
8F
Bibliography
Websites:
http'PPen.=i>ipe3ia.orgP=i>iPPiBBaXHut a55ess on (n3 mar5h (%)%.
http'PP===.re5ipepiBBa.5omPtheXhistor4XofXpiBBaXhut.htm a55ess on &th mar5h
(%)%.
http'PP===.spa5eref.5omPne=sP?ie=pr.htmlUpi3Y*7() a55ess on )%th mar5h (%)%.
http'PP===.glo2al5lassroom.orgPpiBBa.html a55ess on )&th mar5h (%)%.
http'PP===.oppapers.5omPsu2Ae5tsPpiBBa$hut$pri5ing$strateg4$page).html a55ess on
(%th mar5h (%)%.
http'PP===.religion3ispat5hes.orgPar5hi?ePatheologiesP((()PfromX
G+(GF%G7FmanagementXgurusG+(GF%G77XtoX
G+(GF%G7F5orporateX5haplainsG+(GF%G77'XaXre?ie=XofXspiritualit4Xin5.
(A55esse3 on D Mar5h (%))
http'PP===.in3iastu345hannel.5omPresour5esP(8D7$!s5$it$r3$semester$S4lla2us$
PunAa2$te5hni5al$uni?ersit4.aspC (A55esse3 on * Mar5h (%))
87
http'PP===.3rpaul=ong.5omPin3eC.phpU
optionY5omX5ontent@?ie=Yarti5le@i3YFD'spiritualit4$an3$meaning$at$
=or>@5ati3Y*('5l@Itemi3Y&7 (A55esse3 on * Mar5h (%))
http'PP===.=or>pla5espiritualit4.infoPSpiritualit4-reati?it4!usiness.html
(A55esse3 on * Mar5h (%))
Appendix
Nuestionnaire
#ame' "en3er' M P /

+$mail ID' Mo2ile #o. '
Age "roup' a !elo= )F 2)F$(F 5(F$*%
3A2o?e *%
.55upation' a Stu3ent 2!usiness 5Ser?i5e 3House=ife e An4 other
N). Ho= often 3o 4ou ?isit PiBBa HutU
(i Kee>l4 (ii Monthl4 (iii .55asionall4
N( =hi5h 2ran3 4ou prefer the mostU
(i PiBBa Hut (Ii Dominos (Iii .ther
ND. Through =hi5h me3ia 4ou are getting information a2out PiBBa HutU
E%
(i TV (ii #e=spaper (iii Pamphlets (i? !ill !oar3s (? .ther:s
N*. Koul3 4ou tr4 a ne= foo3 item laun5he3 PiBBa HutU
(e.g -onniBa 1 /reshiBBa
(i ,es (ii #o
N&. Spe5if4 4our satisfa5tion =ith PiBBa Hut a55or3ing to the Nualit4U
Parameter +C5ellent "oo3 A?erage Poor
Nualit4
N8. Spe5if4 4our satisfa5tion =ith Dominos a55or3ing to the Nualit4U
Parameter +C5ellent "oo3 A?erage Poor
Pri5e
NE. Spe5if4 4our satisfa5tion =ith Dominos a55or3ing to the Ser?i5eU
Parameter +C5ellent "oo3 A?erage Poor
Ser?i5e
NF. -ompare PiBBa Hut =ith the follo=ing foo3 5hains an3 rate them on a s5ale of
)%%.
#ame Nualit4 Ser?i5e Am2ian5e
PiBBa Hut
E)
Domino:s
PiBBa -orner
#irula:s
E(