A

MINOR PROJECT REPORT

ON
STUDY ON READY-TO-EAT FOOD INDUSTRY AND
COMPARATIVE ANALYSIS OF READY-TO-EAT FOOD
INDUSTRY

Submitted In Partial Fulfillment Of The Requirement For the Degree of

Bachelor Of Business Administration (2015-2018)

Under The Guidance Of

Mrs. Deepika

Assistant Professor, FIMT

SUBMITTED BY

Aman

ENROLLMENT NO

00690101715

BBA(G) 3rd SEMESTER

Batch : 2015-18

FAIRFIELD INSTITUTE OF MANAGEMENT & TECHNOLOGY

Affiliated To Guru Gobind Singh Indraprastha University, Delhi
FIMT Campus, Kapashera, New Delhi-110037

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2
 TABLE OF CONTENTS
S.NO. TITLE PAGE NO.
1 Student Declaration (i)
3 Certificate from Guide (ii)
4 Acknowledgement (iii)
5 Executive Summary (iv)
Chapter - 1: INTRODUCTION
01-22
6 a. Introduction of Industry
b. Introduction of Company
Chapter - 2: LITERATURE REVIEW
7 a. Literature Review 23-40
b. About the topic
Chapter - 3: RESEARCH METHODOLOGY
8 3.1 Objective of the study 41-45
3.2 Research Methodology of the study
9 Chapter - 4: ANALYSIS& INTERPRETATION 46-71
Chapter - 5: FINDINGS & SUGGESTIONS
10 5.1 Findings 72-75
5.2 Suggestions
11 Chapter - 6: CONCLUSION 76-77
12 BIBLIOGRAPHY
13 QUESTIONNAIRE

3
 STUDENT DECLARATION

I hereby declare that the project entitled Retail Marketing in India - A view of Shopping
malls (Big Bazaar) under the guidance of Ms. Deepika, submitted in the partial fulfillment
of degree of bachelor of business administration 3rd semester from Fairfield Institute Of
Management And Technology, New Delhi. This is my original work and this project work
has not formed the basis for the award of any degree to the best of my knowledge.

Signature of student

Name : Aman

Enrollment no.: 00690101715

Place: New Delhi

Date:

4
 Certificate from Guide

This is to certify that project title Retail Marketing in India - A view of Shopping malls

(Big Bazaar) is the original work of Aman -006990101715student of BBA (G) 3rd

semester and has been duly completed his project under my guidance and supervision up to

my satisfactory level.

This work has been done in partial fulfillment of the requirement for the award of the degree of

Bachelor of Business Administration From Fairfield Institute Of Management & Technology ,

New Delhi and has not been submitted anywhere in any other university for the award of any

degree.

Signature of the Guide

Ms. Suman

Department of management,

FIMT , Kapashera , new Delhi

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 ACKNOWLEDGEMENT

It is pleasure to acknowledge many people who knowingly and unwittingly helped me, to

complete my project. First of all let me praise God for all the blessings, which carried me

through all those years?

I am particularly indebted to Director Dr. R.K. Garg. Fairfield Institute Of Management and

Technology which inculcated in me utmost respect for human values and groomed me up in

the field of software technology to take on the challenges of the competitive world.

First & foremost, I would like to express my regards to Ms. Deepika for her constant

encouragement and support. I would also like to express my immense gratitude towards all

the lecturers of our college for providing the invaluable knowledge, guidance, encouragement

extended during the completion of this project.

I extend my sincere gratitude to all my teachers and guide who made unforgettable

contribution. Due to their sincere efforts I was able to excel in the work entrusted upon me.

Signature of the student.

6
 CHAPTER-1

INTRODUCTION

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 A. INTRODUCTION OF INDUSTRY

During the past four decades Pizza Hut & Dominos has built a reputation for excellence that
has earned the respect of consumers and industry experts alike. Building a leading pizza
company has required relentless innovation, commitment to quality and dedication to
customer service and value. The qualities of entrepreneurship, growth and leadership have
characterized Pizza Hut & Dominos business through more than four decades of success.
Through the strength of its heritage, its culture and its people and franchisees, Pizza Hut
looks forward to more success in future.

There are different objectives of every organization. In order to achieve these objectives
different targets are set. Targets pass down the hierarchy depending on the nature of the
business. Therefore, in order to achieve the objectives, management decides on different
strategies. These strategies are divided into many sub-parts and are useful for the running of
the business. The employees and the management know what they have to achieve through
the targets which have been set to them and the strategies they have adopted help them know
the way they will achieve the objectives. Similarly, Pizza Hut has different targets set to them
and they have adopted different strategies to successfully achieve the targets set. These
targets are set by the RSC i.e. the restaurant support centre in Karachi. These targets are
passed on to the RGM (restaurant general manager) and he passes them to the workforce.
These targets fall within the organizational structure in which there are many people who
have different targets to achieve. In order to successfully achieve the targets they need to co-
operate and work in a friendly environment.

Fast food is one of the worlds largest growing food types. Indias fast food industry is
growing by 40% .the multinational segment of Indian fast food industry is up to Rs. 20
billion, a figure which is expected to zoom more than Rs.30 billion by 2010. In last 6 years,
foreign investment in this sector stood at rs.3600 million which is about one-fourth of total
investment made in this sector. Because of the availability of raw material for fast food,
global chains are flooding into the country. The percentage share held by foodservice of total
consumer expenditure on food has increased from a very low base to stand at 2.6% in 2001.
Eating at home remains very much ingrained in Indian culture and changes in eating habits
are very slow moving with barriers to eating out entrenched in certain sectors of Indian
society. The growth in nuclear families, particularly in urban India, exposure to global media

8
and western cuisine and an increasing number of women joining the workforce have had an
impact on eating out trends.

Major players in fast food are:

McDonalds
KFC
Pizza hut
Dominos pizza
Caf coffee day
Barista
Subway

The main reason behind the success of the multinational chains is their expertise in product
development, sourcing practices, quality standards, service levels and standardized operating
procedures in their restaurants, a strength that they have developed over years of experience
around the world.

Market Share And Major Players

The organized pizza market in India is worth Rs.600 Crore. The major players in the market
are pizza hut and dominos whose market share are around 45% and 35% respectively.

Other players form the rest 20%

Branded Pizza Market Share

Pizza hut
Dominos
Others

Other players mainly are

Smokin joes

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 Garcias
Papa johns
Us pizza
These players mainly give competition to pizza hut and dominos in tier I cities like
Mumbai, Bangalore, Chennai etc. They do not have much presence in tier ii cities.

The Indian food industry is poised for huge growth, increasing its contribution to world food
trade every year. In India, the food sector has emerged as a high-growth and high-profit
sector due to its immense potential for value addition, particularly within the food processing
industry.

The food industry, which is currently valued at US$ 39.71 billion! is expected to grow at a
Compounded Annual Growth Rate (CAGR) of 11 per cent to US$65.4 billion by 2018. Food
and grocery account for around 31 per cent of Indias consumption basket.

Accounting for about 32 per cent of the countrys total food market, The Government of
India has been instrumental in the growth and development of the food processing industry.
The government through the Ministry of Food Processing Industries (MoFPI) is making all
efforts to encourage investments in the business. It has approved proposals for joint ventures
(JV), foreign collaborations, industrial licenses and 100 per cent export oriented units.

Market Size

The Indian food and grocery market is the worlds sixth largest, with retail contributing 70
per cent of the sales. Food has also been one of the largest segments in India's retail sector,
which was valued at US$ 490 billion in 2013@. The Indian food retail market is expected to
reach Rs 61 lakh crore (US$ 894.98 billion) by 2020.

The Indian food processing industry accounts for 32 per cent of the countrys total food
market, one of the largest industries in India and is ranked fifth in terms of production,
consumption, export and expected growth. It contributes around 14 per cent of manufacturing
Gross Domestic Product (GDP), 13 per cent of Indias exports and six per cent of total
industrial investment. Indian food service industry is expected to reach US$ 78 billion by
2018.The Indian gourmet food market is currently valued at US$ 1.3 billion and is growing at

10
a Compound Annual Growth Rate (CAGR) of 20 per cent. India's organic food market is
expected to increase by three times by 2020##.

The online food ordering business in India is in its nascent stage, but witnessing exponential
growth. The organised food business in India is worth US$ 48 billion, of which food delivery
is valued at US$ 15 billion. With online food delivery players like FoodPanda,
Zomato,TinyOwl and Swiggy building scale through partnerships, the organised food
business has a huge potential and a promising future.

Investments

According to the data provided by the Department of Industrial Policies and Promotion
(DIPP), the food processing sector in India has received around US$ 6.82 billion worth of
Foreign Direct Investment (FDI) during the period April 2000-March 2016. The
Confederation of Indian Industry (CII) estimates that the food processing sectors have the
potential to attract as much as US$ 33 billion of investment over the next 10 years and also
generate employment of nine million person-days.

Mr Tomasz Lukaszuk, the Ambassador of the Republic of Poland had also highlighted the
keen interest shown by Polish companies looking for opportunities in India to expand
collaboration and invest food processing.

Some of the major investments in this sector in the recent past are:

Di Bella, the Australia-based coffee chain, plans to invest Rs 67 crore (US$ 10

million) for setting up around 20 new outlets in Mumbai, besides entering Delhi and
Bangalore by 2017.
KKR & Co LP, the US-based private equity firm, plans to invest about Rs 520 crore
(US$ 77.38 million) in dairy company Kwality Ltd, which will be used to strengthen
its milk procurement infrastructure and increase processing capacity.
Henry Ford Health Systems (HFHS), a US-based health and wellness group, plans to
enter India by signing a franchise partnership with Chandigarh-based hospitality and
food services firm KWalls Hospitality, and set up 'Culinary Wellness' branded stores
across the country.

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 Mondelez International, the US-based confectionery, food, and beverage major,
inaugurated its new manufacturing plant in Andhra Pradesh set up for Rs 1,265 crore
(US$ 190 million), with an annual production capacity of 250,000 tonnes.
PureCircle, a Malaysia-based natural sweetener producer, plans to invest around Rs
1,300 crore (US$ 200 million) in India to set up a manufacturing plant and make the
country its regional production and export hub in the next five years.
Swiggy, a food delivery start-up owned by Bundl Technologies Private Limited, has
raised Rs 230.34 crore (US$ 33.80 million) in a Series C funding round, with its
existing investors SAIF Partners, Accel Partners, Norwest Venture Partners and
Apoletto Asia Ltd contributing 79 per cent of the new funds raised.
Gujarat Cooperative Milk Marketing Federation (GCMMF), popularly known as
'Amul', plans to invest Rs 5,000 crore (US$ 733.6 million) to establish ten new
processing plants as well as expand the current capacity to touch 32 million litres per
day (MLPD) capacity by 2020.
American doughnut chain Dunkin' Donuts has tied up with local online grocery
delivery platform Grofers for home-delivery of its packaged and freshly made
products.
Private Equity (PE) firm India Value Fund Advisors (IVFA) plans to invest around
US$ 100-150 million in the food business in India over the next two years.
Zomato, a restaurant search and discovery platform, has raised US$ 60 million from
Singapore government-owned investment company Temasek, along with existing
investor Vy Capital, in order to explore new business verticals.
ITC Limited plans to invest Rs 800 crore (US$ 117.4 million) to set up a world-class
food processing facility in Medak, a district located in Telangana. The company has
also formulated plans to enter the dairy market.

Government Initiatives

In order to promote food processing industries, increase level of processing and exploit the
potential of domestic and international market for processed food products, Vision
Document-2015 was prepared by the Ministry of Food Processing Industries. The document
envisages trebling the size of investment in the processed food sector by increasing the level
of processing of perishables from 6 per cent to 20 per cent, value addition from 20 per cent to
35 per cent and share in global food trade from 1.5 per cent to 3 per cent by 2015. According

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to the Ministry, an investment of Rs 100,000 crore (US$ 14.67 billion) would be required in
2015 to achieve these targets. The Government of India has also relaxed foreign direct
investment (FDI) norms for the sector, allowing up to 100 per cent FDI in food product e-
commerce through automatic route.

Some of the major initiatives taken by the Government of India to improve the food
processing sector in India are as follows:

The Government of India allocated Rs 1,500 crore (US$ 225.7 million) and
announced various measures under the Merchandise Exports from India Scheme
(MEIS), including setting up of agencies for aquaculture and fisheries in coastal states
and export incentives for marine products.
Union Budget 2016-17 has proposed 100 per cent FDI through FIPB (Foreign
Investment Promotion Board) route in marketing of food products produced and
manufactured in India.
All of the ration cards in India have been digitised and 42 per cent of the digitised
ration cards are now linked to Unique Identification (UID) or Aadhaar cards.
Government of India plans to allow two Indian dairy companies, Parag Milk Foods
and Schreiber Dynamix Dairies, to export milk products to Russia for six months,
after these companies got approval for their products by Russian inspection
authorities.
Ms Harsimrat Kaur Badal, Union Minister for Food Processing Industries,
Government of India inaugurated the first of its kind Rs 136 crore (US$ 20 million)
mega international food park at Dabwala Kalan, Punjab. She has also expressed
confidence that the decision to allow 100 per cent Foreign Direct Investment (FDI) in
multi-brand retail with 100 per cent local sourcing condition, will act as a catalyst for
the food processing sector, thereby controlling inflation, uplifting the condition of
farmers, and creating more jobs in the country.
The Food Safety and Standards Authority of India (FSSAI) has issued new rules for
importing products, to address concerns over the entry of sub-standard items and
simplify the process by setting shelf-life norms and relaxing labelling guidelines.
The Ministry of Food Processing Industries announced a scheme for Human Resource
Development (HRD) in the food processing sector. The HRD scheme is being

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 implemented through State Governments under the National Mission on Food
Processing. The scheme has the following four components:
o Creation of infrastructure facilities for degree/diploma courses in food
processing sector
o Entrepreneurship Development Programme (EDP)
o Food Processing Training Centres (FPTC)
o Training at recognised institutions at State/National level
The Food Safety and Standards Authority of India (FSSAI) under the Ministry of
Health and Family Welfare has issued the Food Safety and Standards (Food Product
Standards and Food Additives) Regulations, 2011 and the Food Safety and Standards
(Contaminants, Toxins and Residues) Regulations, 2011 which prescribe the quality
and safety standards, respectively for food products.
The Ministry of Food Processing Industries has taken some new initiatives to develop
the food processing sector which will also help to enhance the incomes of farmers and
export of agro and processed foods among others.
Spices Board, set up by the Ministry of Commerce to develop and promote Indian
spices worldwide, aims spice exports of US$ 3 billion by 2017.
The Government of India has approved the setting up of five numbers of Mega Food
Parks in the states of Bihar, Maharashtra, Himachal Pradesh and Chhattisgarh. The
Government plans to set up 42 such mega food parks across the country in next three
to four years.
In the Budget 2015-16, a corpus of Rs. 2,000 crore (US$ 293.44 million) was created
under National Bank for Agriculture and Rural Development (NABARD) to provide
cheaper credit to food processing industry. Excise duty on plant and machinery for
packaging and processing has been brought down to six per cent from 10 per cent.

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B. INTRODUCTION OF COMPANY

We have revolutionized the consumption behavior and won the heart of Indian customers.
Over 25 crore customers visited us every year across 240 stores, present in over 93 cities and
selling over 1,50,000 products in fashion, food, personal care, home care, crockery,
stationery, luggage, toys and appliances and much more at prices that will surprise you. And
this is just the beginning.

Over the period since 1996, Dominos Pizza India has remained focused on delivering great
tasting Pizzas and sides, superior quality, exceptional guest care and value for money

15
offerings. We have endeavored to establish a reputation for being a home delivery specialist
capable of delivering pizzas within 30 minutes or else FREE to a community of loyal
consumers from all our restaurants around the country.

Dominos vision is focused on " Exceptional people on a mission to be the best pizza delivery
company in the world!" We are committed to bringing fun, happiness and convenience to
lives of our consumers by delivering delicious pizzas to their doorstep and our efforts are
aimed at fulfilling this commitment towards a large and ever-growing guest base.

Dominos constantly strives to develop products that suit the tastes of our consumers and
hence delighting them. Dominos believes strongly in the strategy of Think global and act
local. Thus, time and again we have 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 and affordable products to our consumers has been an important
part of our efforts. Our initiatives such as Fun Meal and Pizza Mania have been extremely
popular with consumers looking for an affordable and value for money meal option.

Dominos believes that when a box of pizza is opened, family and friends come together to
share the pizza. Hence, our brand positioning: Yeh Hai Rishton Ka Time

Thats why, all our efforts, whether it is a new innovative and delicious product, offering
consumers value for money deals, great service, countrywide presence or the promise to
deliver in 30 minutes or free are all directed towards making relationships stronger, warmer
and more fun by giving consumers an opportunity to get together, catch up, reunite and spend
more time together.

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Founded in 1960, Dominos Pizza is the recognized world leader in pizza delivery segment
operating a network of company-owned and franchise-owned restaurants in the United States
and international markets. Dominos Pizzas Vision illustrates a company of exceptional
people on a mission to be the best Pizza Delivery Company in the world. Dominos started
out small with the legendary Tom Monaghan who bought his first pizza restaurant and called
it Dominicks.It was re-christened Dominos Pizza in 1965. However, in 1978, the 200th
Dominos restaurant opened, and things really began to cook. By 1983 there were 1000
Dominos restaurants, rising to 5000 in 1989. Today, there are more than 9000 franchised and
company owned restaurants in the United States and 60 international markets Dominos is
listed on the NYSE under the symbol "DPZ." The Dominos Pizza brand was named a
Megabrand by Advertising Age magazine. It was also named as "Chain of the Year" by Pizza
Today magazine, the leading publication of the pizza industry. In 2009, Dominos ranked
number one in guest satisfaction in a survey of consumers of the U.S. largest limited service
restaurants, according to the annual American Guest Satisfaction Index (ACSI). Dominos
has expanded its menu significantly since 2008 to include Oven Baked Sandwiches and
BreadBowl Pasta, and recently debuted its Inspired New Pizza- a permanent change to its
core hand-tossed product, reinvented from the crust up with new sauce, cheese and garlic
seasoned crust.

Exceptional people on a mission, to be the best pizza delivery company in the world.

DOMINO'S PIZZA HERITAGE

Like most corporate success stories, Domino's started out small - with just one restaurant in
1960. Now, Domino's Pizza is celebrating over forty years of delivering food, fun and
innovation.

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DOMINO'S PIZZA TIMELINE

1960

Tom Monaghan and his brother James purchase "DomiNick's," a pizza restaurant in
Ypsilanti, Michigan. Monaghan borrowed $500 to buy the restaurant.

1961

James trades his half of the business to Tom for a Volkswagen Beetle.

1965

Tom Monaghan is sole owner of company, and renames the business "Domino's Pizza, Inc."

1967

The first Domino's Pizza franchise restaurant opens in Ypsilanti, Michigan.

1968

Company headquarters and commissary are destroyed by fire.

1975

Amstar Corp., maker of Domino Sugar, institutes a trademark infringement lawsuit against
Domino's Pizza. In 1980, Federal court rules Domino's Pizza did not infringe on the
Domino Sugar trademark.

1983

Domino's first international restaurant opens in Winnipeg, Canada. The 1000th Domino's
restaurant opens. The first Domino's restaurant opens on the Australian continent, in
Queensland, Australia.

1990

Domino's Pizza signs its 1,000th franchise.

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1992

Domino's rolls out Breadsticks, the company's first national non-pizza menu item.

1993

Crunchy Thin Crust pizza is rolled out nationwide. The company discontinues the 30-minute
guarantee and re-emphasizes the Total Satisfaction Guarantee.

1994

Buffalo Wings are rolled out in all U.S. restaurants.

1995

Domino's Pizza International division opens its 1,000th restaurant. First restaurant opens on
African continent, in Cairo, Egypt.

1996

Domino's launches its web site on the Internet (www.dominos.com). The company reaches
record sales of $2.8 billion system-wide.

1997

Domino's Pizza opens its 1,500th restaurant outside the United States, opening seven
restaurants in 1 day on 5 continents consecutively. Domino's Pizza launches a campaign to
update the company logo and restaurant interior with brighter colors and a newer look.

1998

Domino's Pizza founder, Tom Monaghan, announces retirement and sells the Company to
Bain Capital, Inc. Domino's launches another industry innovation, Domino's HeatWave, a
hot bag using patented technology that keeps pizza oven-hot to the guest's door.

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1999

Dave Brandon is named Chairman and Chief Executive Officer of Domino's Pizza. Domino's
Pizza announces record results for 1999. Worldwide sales exceed $3.36 billion. Revenues
increased 4.4% over 1998.

2000

Domino's Pizza International opens its 2,000th restaurant outside the United States. Domino's
Pizza celebrates 40 years of delivering pizza and innovation to homes around the world.

2001

Domino's 7,000th restaurant opens in Brooklyn, New York. Domino's launches long-term
national partnership with the Make-A-Wish Foundation.

2002

In February 2002, Domino's Pizza acquired 82 franchised restaurants in the Phoenix, Ariz.,
market, making it the largest restaurant acquisition in the company's history. In August 2002,
Domino's kicked delivery up a notch with the introduction of Domino's Pizza Buffalo
Chicken Kickers and marked the creation of a whole new surprising category - premium
chicken delivered right to the door!

2003

Domino's announces an exciting multi-year partnership by becoming the "Official Pizza of

NASCAR." Domino's is named Chain of the Year by Pizza Today magazine, a leading pizza
trade publication. Domino's combines two culinary classics - pizza and Philadelphia Cheese
Steak - to create the all-new Domino's Philly Cheese Steak Pizza.

2004

Domino's launches Domino's Cheesy Dots, delicious round balls of dough covered in a blend
of zesty melted cheeses. Domino's becomes an associate sponsor for the Drive for Diversity
program, a minority driver development program designed to provide a steady pipeline of
well trained and supported minority drivers for the NASCAR circuit. Domino's Pizza, Inc.,

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the recognized world leader in pizza delivery, begins trading common stock on the New York
Stock Exchange (NYSE) in July 2004, under the new ticker symbol "DPZ." Domino's
announces a three-year partnership with St. Jude Children's Research Hospital. St. Jude was
selected as Domino's "charity of choice" by franchisees and team members.

2005

The Domino's Pizza celebrates the completion of the three-year renovation of its World
Resource Center in Ann Arbor, Mich. The renovation marks the first major improvement to
the company's world headquarters since Domino's founder Tom Monaghan opened the
sprawling Domino's Farms. Domino's Pizza Australia opens its 400th restaurant in Aspley,
Brisbane. Domino's Pizza United Kingdom celebrates the opening of its 400th restaurant in
Wadsley Bridge, Sheffield.

Domino's raises $1.2 million for St. Jude Children's Research Hospital during its second
annual "Thanks and Giving" campaign. Domino's Pizza efforts worldwide raise $220,000 to
support southeast Asia tsunami relief efforts.Domino's Pizza launches its American Classic
Cheeseburger Pizza in conjunction with its appearance as a featured task on the NBC hit
reality show, "The Apprentice."

2006

Domino's celebrates the opening of its 8,000th restaurant with simultaneous celebrations of
the opening of its 5,000th U.S. restaurant in Huntley, Ill., and its 3,000th international
restaurant in Panama City, Panama. Domino's extends its status as the "Official Pizza of
NASCAR" and the official pizza of Michigan International Speedway. Domino's raises $1.34
million for St. Jude Children's Research Hospital during its third annual "Thanks and Giving"
campaign. Domino's Pizza introduces Brownie Squares - warm, delicious, bite-sized
brownies delivered with a fudge dipping sauce.

2007

Domino's introduces OREO Dessert Pizza-a thin dessert-style crust that's layered with
vanilla sauce and covered with OREO cookie crumbles and then topped with sweet icing.
Domino's introduces its Veterans and Delivering the Dream franchising programs. Domino's
rolls out online and mobile ordering. Domino's is ranked in the Top 10 for the ninth time in

21
Entrepreneur magazine's annual listing of great franchise opportunities. Domino's launches its
"You Got 30 Minutes" campaign with new advertising agency, Crispin Porter + Bogusky.

2008

Dominos'slaunches another food delivery industry first: Pizza Tracker. This revolutionary
technology allows Domino's Pizza guest to follow the progress of their order online from the
time they click the "Place Order" button or hang up the telephone until the Domino's delivery
expert is knocking on their door. In an historic expansion of its menu, Domino's claims the
title as the firstmajor quick-service restaurant chain in the U.S. to deliver hot, oven-baked
sandwiches. Our new Oven Baked Sandwiches come in four delicious varieties on artisan
Italian bread and baked to a golden brown: Philly Cheese Steak, Chicken Bacon Ranch,
Chicken Parm and Italian.

2009

Continuing its aggressive menu expansion, Domino's introduces a new line of pastas that
include a handmade, oven-baked bowl. BreadBowl Pasta flavors include Three Cheese mac-
N-Cheese, Italian Sausage Marinara, Chicken Alfredo, Chicken Carbonara and Pasta
Primavera. Number one ranking in the American Guest Satisfaction Index Domino's
introduces new chocolate Lava crunch Cakes,oven-baked choclate cakes ,crunchy on the
outside,witha warm flowing choclate fudge inside . Domino's adds four bold new varieties to
its oven baked sandwiches line italian Sausage and peppers, Buffalo Chicken with Blue
Chesse ,Sweet and Spicy Chicken Habanero and Mediterranean Veggie. In late
December,Domino's announces its inspired new pizza Reinvented from the crust up,the new
hand-tossed piizza features new sauce ,cheese and garlic-seasoned crust .The reformulation
was one of the biggest moves in the company's 50-year history, and was inspired by its
toughest consumer criticts. Dominos transparent approach to talking about this bold change
garnered much attention from the media and public in genral ,with the press highlighting the
company's open and honest treatment in it's advertising.

2010

After years of languishing near the bottom of consumer taste perception studies, Domino's
proudly boasts its research-backed wins over Papa john's and Pizza Hut in a national taste test

22
of hand-tossed pepperoni pizza, sausage pizza and extra-cheese pizza. Chairman and CEO
David A.Brandon steps down as CEO effective March 7 and the Board of Director's elected
J.Patrick Doyle as Brandon's sucessor. Brandon will be retained by the Company as a Special
adivisor for the remaining 2010 and continue as a non-executive Chairman of the Board.
Concurrently, the University of Michigan announces Brandon will serve as its next Director
of intercollegiate Athletics. Dominos opened its 9000th restaurant on March 11.

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OUR PRODUCT

SIMPLY VEG

Margherita

Veg Treat

Double Cheese Margherita

Country Special
Farm House
Spicy Triple Tango

Veg Special

Peppy Paneer
Mexican Green Wave
Deluxe Veggie
5 Pepper
Veggie Paradise

Feast Pizza

Veg Extravaganza
Cloud 9

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 Chef's Veg Wonder

Exotic Italian Veg

SIMPLY NON VEG

Cheese & Barbeque Chicken

Chicken Salami

Non Veg Treat

Barbeque Chicken
Spicy Chicken
Chicken Fiesta

Non Veg Special

Chicken Mexicana
Chicken Golden Delight
Chicken lovers
Chef's Chicken Choice

Feast Pizza

Non Veg Supreme

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 Cheese & Pepperoni
Chicken Dominator
Seventh Heaven

Exotic Italian

Florence Chicken Exotica

BREADS

Garlic Breadsticks
Stuffed Garlic Bread

Pastas

Veg Pasta Italiano White

Non Veg Pasta Italiano White

Dips

Cheese Jalapeno Dip

Cheese Dip

Desserts

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 Lava Cake
Butterscotch Mousse Cake

Chicken Delights

Chicken Wings

More

Kids Meal
Veg Subwich
Calzone Pockets Veg
Calzone Pockets Non Veg
Taco Mexicana Veg
Taco Mexicana Chicken
Non Veg Subwich
Crispy Chicken Strips
Zingy Parcel Veg

Dominos have strong service facilities like '30 min's NAHI TO FREE' (otherwise FREE):
dominos were the first to start the trend of 30 minutes otherwise free that means they will
deliver your order within 30 minutes otherwise they will give you for free and they are very
honest with this concept as they do what they say but they never let their employees to drive
the bike so fast in order to reach before 30 minutes and all the employees have to follow this
rule strictly and they reach any place before 30 minutes. So it has good door step services
within half an hour.

Low price menu: In India Domino's 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 an outing in any festival and want cheap and best family restaurant.
Domino's 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 customers.

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Variety of Pizza's: Dominos Pizza has a lot of varieties like vegetarian and non-vegetarian. In
vegetarian lots of pizzas are available as well as non-vegetarian too. (Adam, 2010)

Quality of Pizza's: the quality of Dominos Pizza is also very good. The taste of all the pizzas
are very yummy.

More outlets- Even in smaller towns: dominos have its outlets even in the smaller towns its
popularity and pizzas are not limited to big cities but small cities also due to which people
know it more whether from a metro city or from small city.

Quick service at outlets: the service at the outlets of dominos is very fast and customers don't
have to wait for long for their order which makes the brand even better because low price
along with good service as a very rare combination.

Excellent offers: The Domino's pizza franchise constantly keeps on inventing ways 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 is four offers". 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 four" pack the Domino's pizza India offers four pizzas at the rate
of Rs. 180. This means charge of one pizza will be just Rs. 45. Domino's mainly offers are
more attractive for the students and middle class people and they are the main customer
which they targeted. Domino's also regularly introduces sell-in-schemes like promotional
schemes for dealers, promotional coupon, festival offers etc. Sometimes they also give great
discounts to the customers. (Prasso, 2007)

They are strong presence in the market as a brand name: they have a very strong presence in
the market and through its long presence in the market and continuous loyalty toward the
customer providing them a great service at a cheaper rate it really have created a very good
reputation and brand name. So it makes Domino's Pizza better than its competitors.

Dominos

Parent Company Dominos

Category Fast food eating joints

Sector Food Products

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Tagline/ Slogan Khushiyo ki home delivery; Hungry Kya?

USP Home delivery in 30 minutes else free

STP

People willing to have a hygienic and delicious non

Segment conventional meal at a restaurant

Target Group Children and youth from middle and upper class

Positioning Best pizza home delivery service

SWOT Analysis

1.Huge popular brand name and high brand loyalty

2.High number of products

3.Hygenic food and quick service

4. Leader in online & mobile ordering.

5. Strong brand equity supported by heavy advertising &

marketing campaigns.

6. Global franchise operations - more than 3,500 in over 50

countries

7. Efficient and effective supply chain management enables it

Strengths maintain its goodwill and promises

1. High fat and high calorie food not good for health conscious
people 2.Franchise management.

Weaknesses 3. High staff turnover due to lack of training and development

1.Improve efficiency and home delivery service

Opportunities 2. Introduction of new flavor additives and pizza toppings that

29
 are region specific can be a good stride for Dominos.

3. The distribution network should be further strengthened so as

to ensure market penetration in the existing markets at
maximum optimum levels.

4. Growing presence in emerging markets, particularly in India,

China.

1. Intensive competition from a fragmented number of small

competitors

Threats 2. Changing consumer habits towards healthier food choices.

Competition

1.KFC

2.Pizza Hut

3.McDonald's

4.Subway

5.Burger King

6.Smokin Joes Pizza

7.Taco Bell

Competitors 8.Papa John's Pizza

30
Pizza Hut

Pizza Hut is an American restaurant chain and international franchise, known for its Italian-
American cuisine menu including pizza and pasta, as well as side dishes and desserts. The
company has over 15,000 locations worldwide as of 2015, and is a subsidiary of Yum!
Brands, Inc., one of the world's largest restaurant companies.

History

The original Pizza Hut building, opened on June 15, 1958 at the corner of Kellogg and Bluff
by brothers Frank and Dan Carney, both students at Wichita State University. This photo is
from 2004, after the building had been moved to the campus.

Pizza Hut was founded in June 1958 by two Wichita State University students, brothers Dan
and Frank Carney, as a single location in Wichita, Kansas. Before closing in 2015, the oldest
continuously operating Pizza Hut was in Manhattan, Kansas, in a shopping and tavern district
known as Aggieville near Kansas State University. The first Pizza Hut restaurant east of the
Mississippi was opened in Athens, Ohio in 1966 by Lawrence Berberick and Gary Meyers.

31
Pizza Hut's international presence includes Canada and Mexico in North America, India (not
in the Pizza Hut division, but in the Yum! India division), Bangladesh, Pakistan, Australia,
United Kingdom, Sweden, Spain, Turkey, Honduras, Costa Rica, El Salvador, Guatemala,
Colombia, Venezuela, Chile, Brazil, Peru, Ecuador, and Nicaragua, and its Asian presence
includes Japan, Qatar, the Philippines, Vietnam, Thailand, Malaysia, Indonesia, China (not in
Pizza Hut division, but in the Yum! China Division), Hong Kong, South Korea, Myanmar,
and Macau. Pizza Hut was one of the first American franchises to open in Iraq.

The company announced a rebrand that began on November 19, 2014. The rebrand was an
effort to increase sales, which dropped in the previous two years. The menu was expanded to
introduce various items such as crust flavors and eleven new specialty pies. Work uniforms
for employees were also refreshed.

Concept

Athens, Ohio: distinctive roof and older white sign used before 1999, typical of U.S. Pizza
Hut restaurants

Pizza Hut EXPRESS signage and logo.

Pizza Hut is split into several different restaurant formats; the original family-style dine-in
locations; store front delivery and carry-out locations; and hybrid locations that have carry-
out, delivery, and dine-in options. Some full-size Pizza Hut locations have a lunch buffet,
with "all-you-can-eat" pizza, salad, bread sticks, and a pasta bar. Pizza Hut has other business
concepts different from the store type; Pizza Hut "Bistro" locations are "Red Roofs" which
have an expanded menu and slightly more upscale options.

32
An upscale concept was unveiled in 2004, called "Pizza Hut Italian Bistro". At 50 U.S.
locations, the Bistro is similar to a traditional Pizza Hut, except the menu features new,
Italian-themed dishes such as penne pasta, chicken pomodoro, and toasted sandwiches.[10]
Instead of black, white, and red, Bistro locations feature a burgundy and tan motif.[11] Pizza
Hut Bistros still serve the chain's traditional pizzas and sides. In some cases, Pizza Hut has
replaced a "Red Roof" location with the new concept. "Pizza Hut Express" and "The Hut"
locations are fast food restaurants. They offer a limited menu with many products not seen at
a traditional Pizza Hut. These type of stores are often paired in a colocated location with a
sibling brand such as WingStreet, KFC or Taco Bell, and found on college campuses, food
courts, theme parks, bowling alleys, and in stores such as Target.

Vintage "Red Roof" locations, designed by architect Richard D. Burke, can be found in the
United States and Canada; several exist in the UK, Australia, and Mexico. In his book
Orange Roofs, Golden Arches, Phillip Langdon wrote that the Pizza Hut "Red Roof"
architecture "is something of a strange object considered outside the realm of significant
architecture, yet swiftly reflecting shifts in popular taste and unquestionably making an
impact on daily life. These buildings rarely show up in architectural journals, yet they have
become some of the most numerous and conspicuous in the United States today."

Curbed.com reports, "Despite Pizza Hut's decision to discontinue the form when they made
the shift toward delivery, there were still 6,304 'traditional units' standing as of 2004, each
with the shingled roofs and trapezoidal windows signifying equal parts suburban comfort and
strip-mall anomie." This building style was common in the late 1960s and early 1970s. The
name "Red Roof" is somewhat anachronistic now, since many locations have brown roofs.
Dozens of "Red Roofs" have closed or been relocated or rebuilt.

Many "Red Roof" branches have beer if not a full bar, music from a jukebox, and sometimes
an arcade. In the mid 1980s, the company moved into other successful formats including
delivery or carryout and the fast food "Express" model.

Pizza Hut

Parent Company Pizza Hut

33
Category Fast food eating joints

Sector Food Products

Tagline/ Slogan Your Favorite Your Pizza Hut

USP Good service and good pizzas at outlets

STP

People willing to have a hygienic and delicious non

Segment conventional meal at a restaurant

Target Group Children and youth from middle and upper class

Positioning Most delicious pizzas for the entire family

SWOT Analysis

1.Huge popular brand name and high brand loyalty

2. Innovative range of pizzas under one roof

3.Hygenic food and quick service

4. Sound financial situation and international turnover.

5.Good advertising and marketing

Strengths 6. Over 20,000 franchises around the world

1. Loyal customers are feeling that the satisfaction of the pizzas

is declining.

2. Franchise management

Weaknesses 3. Lack of an organic pizzas, which will limit the target market

1. New Pizzas with different crust sizes and flavors.

2.Venture more into home delivery

Opportunities

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 3.Venture into newer markets

1. Threat from Dominos pizza, also from Mc Donalds who

have tried to introduce a new meal that is a Pizza.

2. Health conscious people.

3. The rising prices of special ingredients like cheese, used in

Threats pizzas.

Competition

1.KFC

2.McDonald's

3.Domino's

4.Subway

5.Papa John's Pizza

6.Smokin Joes Pizza

Competitors 7.Taco Bell

ABOUT THE TOPIC :

2.1 LITERATURE REVIEW

Marketing Strategies Pizza Hut

Adapting To Economic Environment

In 1991 under the guidance of a visionary narasimha rao and his comrade manmohan singh
India marched towards a new era of liberalisation, privatisation and globalisation. Trade
barriers were eased and cultural barriers started dissolving. It was at this juncture that pizza

35
hut made its infant steps in India, with its first outlet at bangalore. Today bangalore alone has
a striking 19 outlets which remain busy till late night.

pizza hut has 140 restaurants across 34 cities in India including metros. With its focus
steadily on quality and variety, pizza hut has given a new dimension to regular pizza eat-outs.
However the trifle higher prices may remain a concern for middle class Indians with lesser
purchasing power and disposable income. The status is steadily improving as more of us
embrace fast foods to suit the pace of our life.

Embracing Technology

Locating stores and placing orders has never been easier for pizza hut loyals. With their
virtual store kind website, pizza hut offers customers a wide range of options to choose from
menu and avail new offers. Now orders can also be placed through mobile phones. High end
technologies are used at the cash counters.

Across Socio-Cultural Barriers

Food has no language. Good food is appreciated across the globe. Pizza hut has outlets in a
better part of the world. It has taken immense effort to cater to its customers all over the
world.

Dominos

Adapting To Economic Environment

Dominos focuses on value to customers and offers pizzas and italian delicacies at affordable
prices to middle class Indian consumers. Dominos has 274 outlets in 55 cities across 20
states.

Embracing Technology

Locating stores and placing orders has never been easier for pizza hut loyals. With their
virtual store kind website, pizza hut offers customers a wide range of options to choose from

menu and avail new offers. Now orders can also be placed through mobile phones. High end
technologies are used at the cash counters.

Across Socio Cultural Barriers

36
Dominos outlets are prevalent in every small-big town across the world. Dominos has taken
cues from changing preferences of its customers and put together a tantalising menu that
attracts foodies around the globe.

Segmentation

Pizza Hut

Geographic

Region pizza hut outlets in different countries is a way of segmenting their market
according to region and finding out potential markets.

City they also segment the cities as class i, class ii, metros, small towns.

Demographic

age under 10years, 10 to 18 years, 18 to 25 years, 25 to 40 years, 40+ years. amily

income middle class, upper middle class, high class dual income earners yes/no

Psychographic

socio-economic class urban

Behavioral

occasions birthdays, corporate lunches, marriages, parties, receptions loyalty status

low, medium, high user status first time, regular, non-user

Dominos

Geographic

Region dominos outlets in different countries is a way of segmenting their market

according to region and finding out potential markets.

City they also segment the cities as class i, class ii, metros, small towns.

Demographic
37
 age under 13years, 13 to 21 years, 21 to 35 years, 35 to 50 years, 50+ years. family
income lower middle class, middle class, upper middle class, high class

Psychographic

socio-economic class urban (a1, a2, b1, b2, c, d)

Behavioral

Loyalty status low, medium, high

user status first time, regular, non-user

Targeting

Pizza Hut

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

Dominos

In geographic segment they targeted countries where there were no dominos outlets.
Initially opened in class ii cities and then have now moved to class i, metros and smaller
towns.
In demographic segment their main target is the teenagers and college students (13 to
21years), young adults ranging from 21 years to 35 years. They aim basically at the middle

38
class, upper middle class income families.
In psychographic segmentation they targeted a2, b1, b2 socio-economic classes.
In behavioral segmentation it was found that they were targeting the first time users and
also their regular users.

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 decor 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 arranges kitty parties, birthday parties and business
meetings in their outlets. Pizza hut has customized birthday party invites with different
themes for the customers to choose and use it as invitations. Dominos aims at fast home
delivery of pizza. Whenever customers want to have pizza at home, they think of calling
dominos 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 dominos, coimbatore v.o.c. Park outlet. In case of pizza hut, the
major revenue is from restaurant sales.

Points Of Parity

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

Competitive points of parity competitive points of parity in case of pizza hut is that, even
though pizza hut is costlier than dominos, they have their own customers, who do

not bother about spending, but look for quality and personalized service. When we visit pizza
hut, they have restaurant hostess who will assign us tables and introduce the steward who will
be taking care of us. This is generally a procedure that is followed in five star category hotels
and pizza hut is also following it to emphasize on service quality. In case of dominos, they

39
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.

Product

Pizza Hut

The Customer Value Hierarchy

From the above diagram we can see that pizza hut has enjoyment as a basic product but it
provides food for it. Thus a person having a basic need of enjoyment can go to pizza hut and
have pizza which is the companys core product. Hot pizza and good taste are his
expectation. Thus the company should ensure this by providing good pizza. The value adds
services refer to the overall dining experience, the service quality, ambience etc.

Product Differentiation

Worldwide and in India, pizza hut has come to become synonymous with the best pizzas
under one roof. This is because at pizza hut the belief is that every pizza has its own magic,
thus making it a destination product which everyone seeks. It is this belief that has ignited
the passion to create, innovate and serve the finest product the industry has to offer, while
Setting standards for others to strive to replicate. Pizza hut is committed to providing
uncompromising product quality, offering customers the highest value for money and giving
service that is warm, friendly and personal. A critical factor in pizza huts success has been
its unique dining experience. Crewmembers at pizza hut strive each day to provide customer
mania the kind of service that ensures that every visit of the customer is a memorable one.

Pizza Features

Pizza hut has many unique features of their product due to which it attracts the customers.
The product is classified into non durable goods as it is a food item pizza hut differentiates
itself with its competitors with respect to their wide range of offerings (menu items) one can
find besides pizzas range of, pastas appetizers, cakes, and desserts etc.

Mass Customisation

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

The most unique feature is that there is pan 4 all scheme where one can select 4 different
types of vegetarian /non- vegetarian combinations of pizza! This is a unique way of offering
as there are many consumers 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 meet the promised specifications

Style

Pizza is delivered in hot pans and served in style. The toppings in the pizzas are also dressed
in a good fashion. Thus having food in style defines pizza huts experience.

Service Differentiation

Ordering Ease

Once one enters the restaurant immediately the assistants initiates the ordering process by
providing the menu. All associates are well trained in english and can take order from any
customer.

Delivery

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 within 15-20 minutes and the take
away orders (ordered on phone) is delivered within 30 minutes. Care also has been taken by

41
the company to pack the pizzas in special covers so that it remains hot till the customer haves
the food. Any pizzas delivered outside 30 minutes are given free. Also discount coupons are
given to the customer in case one doesnt want a free pizza.

Co- Branding

Pizza hut has joined hands with visa for availing various offers. However this offer is only for
the in dining i.e. One cannot avail the offers pertaining to visa for take away and home
orders.

A visa credit card holder can avail offers like family meal for a lower cost and select other
combinations of items which would have not been possible otherwise.

Thus visa and pizza hut assist each other for branding themselves.

Packaging & Labelling

The packaging of the pizza has been quite extraordinary in the sense that, it serves the basic
purpose of serving hot tasty pizza.

In House Dining

In house dining, the pizzas are not packed, instead they are served in hot pans, and plates are
provided to the customers. The extra ingredients like oregano mix, chilli flakes etc. Are kept
in a bottle having pores. Thus the customer can easily pour the ingredients into the pizza.

Take Away Orders

They are put in a paper box neatly labelled with pizza hut brand logo. Also there is a plastic
support given (its in the shape of a tripod) at the bottom of the pizza to prevent it from
sticking at the bottom. A pizza hut logo is also given in the tripod. The extra ingredients like
oregano mix, chilli flakes etc. Are given in a paper pouch which is also branded with the
pizza hut logos.

Home Delivery Orders

42
All the pizzas covered in paper boxes described above are packaged into a special delivery
bags for retaining the heat. Thus we can observe that from every labelling, packaging the
company tries to imbibe the brand of pizza hut in the minds of consumers.

Place

Once the product has been decided upon and the market segmented, targeted and the product
positioned, it is time to decide how and where the marketer can deliver the value (product) to
the customer. This is done through marketing channels that make the product available for
consumption to the customer.

Push And Pull Strategies In Channel Marketing:

In a push strategy, the manufacturer uses his sales force, trade promotion, money or other
means to induce intermediaries to carry promote and sell its products to end users.

In a pull strategy, the manufacturer uses advertising, promotion and other forms of
communication to persuade the customer to demand the product from intermediaries, thus
inducing the intermediaries to order it.

Dominos: Pursuing A Push Strategy

Dominos pursues a medium push strategy in its channel marketing. The advertising layout
for dominos is minimal in India. Dominos concentrates on incentivizing customers instead
off advertising and promotion. As a result, dominos regularly introduces sell-in schemes
(promotional schemes for dealers), promotional coupon, festival offers etc.

Pizza Hut: Masters At Pull Strategy

Pizza hut follows more or lesss the opposite strategy. Pizza hut has mastered the art of
pull strategy. It pioneered the practice of advertising and promotion in the fast food
industry. Pizza hut achieved this remarkable feat by adopting a different marketing
strategy that involved increasing ambiences and amusement for the customers.

43
Pricing Of Dominos

Indians are value-sensitive, not price-sensitive. The price was attributed to the high quality of
ingredients used. For instance, Dominos sourced its Peperoni and Jalapeno needs from
Australia and Spain respectively. However, with competition increasing from Pizza Hut,
Dominos introduced price cuts, discounts and freebies to attract the customers. In 1998,
Dominos introduced the Pizza Mania scheme where it offered a large pizza for Rs.129/-. The
demand was overwhelming and the company sold close to 5000 pizzas in the first week of its
launch.

During late 1998, both Dominos and Pizza Hut were trying to lure the customers with
discount coupons by issuing such coupons through several schemes. However, both
Dominos and Pizza Hut were concentrating more on data base marketing and below-the-line
activities and special offers.

In India Dominos is trying to attract the middle class and lower middle class people who are
interested to spend their money on pizza but in low price. Those people are eager to go for a
outing in any festival and as a cheap family restaurant Dominos would be most preferable.
They do not need high class ambiences or amusement in the shop so the establishment cost is
low for the dealers and the price of pizza is very reasonable for the customer. Dominos do
not have any fixed customer though they are one of the main competitors of the Pizza hut.

The Dominos Pizza franchise constantly keeps on inventing ways 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 customers.

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

44
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 creates 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 its 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
produced at Pizza Hut, therefore, the pricing strategy adopted by Pizza Hut is 'market
skimming'. Pizza Hut has adopted this pricing strategy as they want to hold maximum share
of the market by maximum profit. This is a golden era for Pizza Hut, as there are no
competitors and hence, Pizza Hut is free to charge any price they want.

They are charging higher prices due to the uniqueness of the product. They satisfy the target
market 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.

In India Pizza hut is targeting the rich and higher middle class people with a great ambiences
of enjoyment and amusement. They are offering an organized restaurant system and
demanding the higher price for the pizzas. In the pizza hut different types of foods are
available like appetizer, soup & salad, beverages, pasta etc. So for the varieties kind of food
the pricing strategy is different in the pizza hut. Their customers are more or less fixed and
they are price insensitive.

Promotion

Dominos

45
Promotion, which is known as marketing communication, is a major attribute for any product
or service. In modern marketing it is more than developing a good accessible product or exact
pricing.

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, Domino's was the
first one to start this facility for its customers.

Domino's is committed for 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.

Communication Objectives

Category Need

Dominos master franchise model

Industry analysts believed that Domino's master franchise model was one of the reasons for
its success in international markets even in light of the global economic slowdown in 2008.

How domino's international bucked the trend

The strong performance of Domino's international master franchises in the midst of the global
economic slowdown was a widely debated topic among analysts. While some analysts
believed that the recession had helped the growth of these chains due to the 'trading down
factor' of people preferring to eat at home rather than dine out at expensive restaurants, others
believed it was a combination of aggressive marketing and the franchise model that had
helped the company buck the trend.

Brand Awareness

Promotional and advertisement campaigns

46
The pizza delivery business had traditionally been promotion driven. Coupons and discounts
were offered by all pizza delivery chains to woo customers. Since its inception, Dominos
had been known for its unique promotions that included fast delivery and innovations to cater
to a varied palette.

The '30 minutes' promise

In the year 1973, Domino's began a guarantee scheme that its pizzas would be delivered in 30
minutes or less of ordering failing which the customer would receive the pizza free.

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

Varity 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

47
to pay for convenience. In this category teenagers are 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 sales 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.

Discount coupons are being provided with every item purchased.

New schemes at regular interval of time according to the taste of the Indian customer.

Creative Strategy

Latest in dominos

Kwality walls ice-creams in dominos- For the first time dominos started offering ice creams
.Selling ice cream in Dominos is also a new sales Dominos has also segmented the market
geographically by deciding to initially cater to only the 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 Domino's 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.

Domino's latest special offer promises a hot and piping pizza delivered on door under 30
minutes, or it's free. But 30 minutes is a very short time for a typical Dominos Pizza local
delivery, but it's 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.

Design The Communication: Message Strategy

48
Offers By Dominos

With every order of pizza and coke/Garlic bread sticks get a dominos pasta for Rs. 39
instead of Rs 69.
Pasta is available in 2 variants: cheesy white and tangy red veg Rs 69/- & non veg Rs 79/-
Get garlic bread for only Rs 30/- with any of the pizza mania combinations.
Dominos start providing coke/fanta/sprite.

Dominos started pizzas mania which starts from Rs 35 and we get the toping according to
our choice.
Web coupons available at web site www.dominos.co.in

promotion strategy to attract more customer in a new perceptive /innovative way.

Dominos has also come up with pasta mania.

Communication Mix

Every company must follow the eight major marketing communication modes. For Dominos
direct selling and interactive selling is not needed though they are involved in internet and
cable TV promotions. Dominos always search for ways to gain efficiency by replacing one
communication with others. The sustainability among communication tools explains why
marketing function need to be coordinated.

Advertising

It reaches geographically dispersed buyers. Dominos vision is focused on Exceptional

people on a mission to be the best pizza delivery company in the world! ". Domino's 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. 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

49
They are sponsoring some college fest, cultural program and promotional events throughout
the country for promotion.

Public Relation

Domino's constantly strives to develop products that suit the tastes of its customers, thereby
bringing out the Wow effect (the feel good factor). Domino's believes strongly in the strategy
of 'Think local and act regional'. Thus, time and again Domino's has been innovating toppings
suitable to the taste buds of the local populace and the Indian market has very well accepted
these.

Personal Selling

Dominos constantly strive to make the company an integral part of the lives of the target
audiences by getting involved with the clientele at the emotional level and building long-term
relationship with them. Thus, Dominos concentrate more on carrying out below-the-line
activities in the area it serves.

Sales Promotion

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.
Dominos Pizza India also boasts about its commitment to serve its customers on time by
implementing the 30 MINUTES OR FREE service commitment.
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.

50
 CHAPTER: 2

LITERATURE REVIEW

51
The ready-to-eat (RTE) market in India, currently estimated at Rs. 128 crore (2006) is
expected to expand to reach Rs. 2,900 crore by 2015, according to an analysis done by Tata
Strategic Management Group (TSMG). In its analysis, TSMG said that the factors
contributing to the growth would be changes like cold chain development, disintermediation,
streamlining of taxation, economies of scale on the supply side, coupled with increasing
disposable incomes, diminishing culinary skills and the need for convenience on the demand
side. The report also highlights that the RTE market in India has remained under-penetrated
owing to factors such as consumers penchant for freshness, low affordability and the Indian
housewifes preference for home-cooked food. According to data in the reports, packaged
foods in India have grown at about seven per cent a year between 2000 and 2005, with RTE
foods being the fastest-growing, at a CAGR of 73 per cent. The Indian RTE foods market,
canned/preserved segment is more popular, contributing about 90 per cent of the market and
growing at a Compound Annual Growth Rate (CAGR) of 63 per cent between 2001 and 2006
while the chilled and dried ready meal segments are non-existent.There is a huge untapped
market opportunity arising due to rapid demographic shifts in income, urbanisation, and
proportion of urban working women in India. The industry needs to concentrate on
broadening the market and increasing penetration amongst Indian consumers. The analysis
also pointed out that industry players would have to significantly improve their price
competitiveness with respect to other options such as domestic help, eating out and ordering
in, available to the Indian consumer. Besides price consideration, the product range offered
by industry players will have to be strengthened. At the moment, the regional cuisine and
non-vegetarian cuisine markets are relatively under-serviced with concentration on the
vegetarian North Indian meals.

India provides an attractive opportunity for both Indian and international players with a mix
of demand and supply side changes. If consumer demands of affordability, availability and
enhancing acceptability are met, the RTE foods market has the potential market size of 2,900
crore by 2015 from its existing Rs. 128 crore. India has made lot of progress in agriculture
& food sectors since independence in terms of growth in output, yields and processing. It has
gone through a green revolution, a white revolution, a yellow revolution and a blue
revolution. Today, India is the largest producer of milk, fruits, cashew nuts, coconuts and tea
in the world, the second largest producer of wheat, vegetables, sugar and fish and the third
largest producer of tobacco and rice. Now the time is to provide better food processing & its
marketing infrastructure for Indian industries to serve good quality & safest processed food

52
like ready to eat food. It is opening a new window in world scenario as far as taste &
acceptance is concerned. Therefore, Indian Government is providing more infrastructure for
this sector. Excise duty is now ZERO % on RTE and 100 % tax deduction for the first 10
years for new units. This allows manufactures to bring down their prices & spreads its flavors
to the world. MGI study prediction on the effect of economic growth on different
classes,Middle class, defined as households with disposable incomes from Rs 200,000 to
1,000,000 a year comprises about 50 million people, roughly 5% of the population at present.
By 2025 the size of middle class will increase to about 583 million people, or 41% of the
population. Extreme rural poverty has declined from 94% in 1985 to 61% in 2005 and is
projected to drop to 26% by 2025.Affluent class, defined as earnings above Rs 1,000,000 a
year will increase from 0.2% of the population at present to 2% of the population by 2025.
Affluent classs share of national private consumption will increase from 7% at present to
20% in 2025. The Indian consumer market, which is primarily dominated by young
generation, is becoming increasingly sophisticated and brand conscious. A typical upper
middle class young consumer is beginning to look beyond the utility aspect of a product to
seek intangibles like brand and lifestyle statement associated with the product. This modern
consumer wants his purchases to reflect his lifestyle or at least the one he aspires for. As a
result of this brand consciousness, the food and beverage segment of the FMCG sector is
already witnessing a significant shift in demand from loose to branded products. The Indian
affluent class has always had a penchant for premium branded goods and this fetish will
continue. A recent luxury brands survey conducted by The Nielsen Company, a global
information and media research company, has ranked India third after Greece and Hong
Kong in the list of most brand conscious countries in the world. Over 35% of Indian
respondents said they spend money on luxury brands. Generally speaking consumer
awareness of fortified/functional products is low. A recent survey shows 80% of Indians
agree that health considerations significantly influence their choice of food and drinks.
Approximately 48% of these respondents feel that functional food claims play a significant
role in their purchasing decisions for food and beverage products.

Steptoe, M.Pollard and Wardle (1995) in their research work,titled Development of a

Measure of the Motives underlying the selection of food:the Food Choice Questionnaire
have developed a food choice questionnaire using Factor Analysis of responses from a
sample of 358 adults ranging in age from 18-87 years.The authors have determined
Health,mood, convenience,sensory appeal,natural content,price,weight control,familiarity and

53
ethical concern as the prime motives of food choice and have also evaluated the differences
in these motives with respect to sex,age and income. Binkley(2006)in his research titled
The effect of demographic, economic and nutrition factors on frequency of food away from
home has used a model explaining visits to table service and Ready-to-eat restaurants that
are estimated with nutrition variables added to standard demographic measures ,wherein
nutrition factors have less impact on table service. However the frequency of consumers very
conscious of nutrition factors is significantly very less to table service and Ready-to-eat
restaurants vis-a-vis others.Manchestor and Clauson(1995) in their work titled 1994
Spending for Food Away from Home outpaces Food at Home have analysed how food
expenditure has significantly increased on eating out.Nayga and Capps(1986-1998)l in their
study titled Determinants of Food away From Home Consumption: An Update identified
several socio economic and demographic characteristics of individuals who have consumed
food away from home using 1987-1988 national food consumption survey.The analysis was
performed using logit analysis. The significant characteristics have been race,ethnicity,
employment status,food stamp participation,seasonality,household size,age,income and
frequency of consumption. Jackson and McDaniel(1985)in their research,titled food
shopping and preparation: psychographic differences of working wives and housewives
explores various psychographic characteristics exhibited by working wives as opposed to
housewives in food shopping and food preparation by comparing responses of 246 working
wives and 181 housewives to several food shopping and preparation related psychographic
statements.Results have revealed that working wives have a greater dislike for food shopping
and cooking and also exhibited a tendency to be less concerned with the impact of their food
shopping and preparation activities on other family members vis a vis non working wives.
Roberts and Wortzel(1979) in theit study, titled New Life-style determinants of womens
food shopping behaviour have used life-style variables as predictors of food shopping
behaviour. It has been concluded that womens participation in the labour force have
significantly focused attention on changing life-styles and consumption patterns. Schroder
and .McEachern(2005) in their research ,titled Ready-to-eats and ethical consumer value
focus on Dominos and Pizza Hut aims to investigate the effect of communicating corporate
social responsibility (CSR) initiatives to young consumers in the UK on their fast-food
purchasing with reference to Dominos and Pizza Hut. It has been concluded by the authors
that Ready-to-eat has been perceived as convenient but unhealthy and therefore Ready-to-eat
companies can no longer rely on convenience as USP unless the implications of same on
consumers health is given equal importance. Lowell (2004) in his work,The food industry
54
and its impact on increasing global obesity: A case study has looked at the current crisis
which is set to engulf both the developed and developing world using a variety of reliable
sources like WHO (World health organization) and IOTF( International obesity task force).
The author has plotted the global increase in obesity over the last two decades and points out
the problems associated with childhood, adolescent and adult obesity with growing liking for
Ready-to-eat and snacking. The author has also pointed a finger at the food industry
particulary the fast-food industry,which over the few decades has perfected various
marketing techniques which have been designed to make us eat more food (supersizing) and
targeting more on schools and children.

Despite huge obesity epidemic,fat consumption however is very high in the western world
and is increasing in countries undergoing industrial development(Lands
etal.,1990;Trichopoulou & Efstathiadis, 1989). A lot of international research on changing
consumption patterns and its impact on the western world has revealed that there is a
relationship between the consumption of food ,particularly Ready-to-eat and the state of
obesity.According to the US National Bureau of Economic Research 65% of obesity is
caused by Ready-to-eat and snacks . Jones&Sheers,Hiliier,Comfort and Lowell(2003) in a
study titled, Return to traditional values? A case study of slow foodoutlines the origin of
slow food and the challenges involved in pointing a finger at deeply rooted Ready-to-eat
industry for global obesity. According to the report of Euromonitor Internantional IMIS
database The Changing Face of Eating Habits Obesity has become a major global problem
with changing food and eating habits and therefore a trend towards vegetarianism and organic
food has come seen more in western countries. Ethical consumerism has become an issue in
developed countries ,as the media increasingly highlights issues of exploitation ,food safety
and environmental concerns. As a result changes in tastes and lifestyles backed by urban
living will significantly impact food demand and consumption patterns.Goyal and
Singh(2007) in their research work,titled Consumer Perceptions about Ready-to-eat in
India:an exploratory study have explored that the young Indian consumer has passion for
visiting Ready-to-eat outlets for fun and change but they feel that home made food is better
than convenience Ready-to-eat .Their findings have revealed that consumer acceptability for
Ready-to-eat in the future would be decided only by the quality of food and customer service.
According to the WHO, India has been dubbed as Diabetic capital of the world with 37
million diabetics out of 150 million diabetics in the world. Raghavan (2003) in his

55
research,titled Food in a Globalised World has concluded that food is a means of life but it
has become meaningful investment for business. There is huge gap in food and health related
research in Indian context despite obesity almost being an epidemic in metropolitant cities
like Delhi, Mumbai,Bangalore,Kolkata and gradually rising in other urban areas too. It is an
attempt of mine to analyse in Indian context the determinants and implications of consumers
food choice particularly towards Ready-to-eat and discussing policy implications for the
same.

56
 CHAPTER: 3

RESEARCH METHODOLOGY

57
 OBJECTIVES OF STUDY

To know the satisfaction level of customer on pizza of pizza hut.

To know the satisfaction level of consumer of pizza in dominos.
To know about the strategies adopted by both the companies.
To know which type of taste customer likes in pizza.
To know whose pizza is like most by the costumer.
To know the visit of customer in a week of pizza hut

The Study Is Helpful To Company For Knowing That How Many Persons Are Satisfied With
Pizza Of Pizza Hut.
Company Can Make The Product Better As Per Customer Suggestion.
During Study Researcher Get Large Experience And Introduced Himself In Front Of New
People.
The study is also helpful in finding out the respondents opinion towards
certain attributes.
This study can be helpful to the company for conducting any further
research.

58
 RESEARCH METHODOLOGY OF THE STUDY

Research is a scientific and systematic search for pertinent information on a specific topic.
Research is an art of scientific investigation. According to Clifford Woody, Research
comprises defining and redefining problems, formulating hypothesis or suggested solutions,
collecting, organizing and evaluating data, making deductions and reaching conclusions and
at last carefully testing the conclusions to determine whether they fit the formulating
hypothesis.

Research Design

Research design aids the researcher in the allocation of limited resources by posing crucial
choices in methodology. Research design is the plan and structure of investigation so
conceived as to obtain answers to research questions. The plan is the over all scheme or
program of the research. It includes an outline of what the investigator will do from writing
hypothesis and their operational implications to the final analysis of data.

Descriptive Research Design

The design for this study is descriptive research design. This design was
chosen as it describes accuratel y the characteristics of a particular system as
well as the views held by individuals about the system. The views and
opinions of employees about the system help to study the suitabilit y of the
s ystem as well as the constraints that might restrict its effectiven ess

Sampling Techniques

The sampling technique adopted for the purpose of the study is convenience
sampling. As the name implies a convenience sample means selecting
particular units of the universe to constitute a sample.

Sample Size

The sample size of the study is 100. This sample is considered as

representative.

59
Data Collection

Primary Source

The primary source of data is through Questionnaire. The main reason for
selecting the questionnaire method for the study is:

Respondents have adequate time to give well thought out answers.

The time of the study was also a limiting factor.

Secondary Source:

The secondary source of information is based on the various details retrieved

from Journals, Websites and Magazines. Secondary data will consist of different
literatures like books which are published, articles, internet , the company manuals and
websites of company Data from existing records created for other purposes (secondary
sources)

Such as data from report cards, membership list or social service agency records.

Sources may include industrial figures, databases, library sources, government publications
and so forth.The information for project report has been collected from websites, books,
unstructured interviews etc. therefore, the sources of information in this project report are
both primary and secondary data.

The data for this study has been collected through primary sources. Primary data for this
study was collected with the help of Questionnaires and evaluation feedback forms. The extra
information was collected through interviews with the employees at various companies.

Methodology Used For Data Analysis

The methodology used for data anal ysis consist of pie chart, Tabulation,
Graphic Representations, percentage analysis etc are used in the anal ysis of
data.

60
 CHAPTER:4

ANALYSIS AND INTERPRETATION

61
The data given below was based on the questions which are asked during the survey.

DATA ANALYSIS AND INTERPRETATION

1.Which ready to eat fast food chain do you like the most?

a) McDonalds
b) KFC
c) Dominos
d) Pizza Hut

Table No. 1:
No. of Respondents Percent
McDonalds 20 20%

KFC 10 10%

Dominos 40 40%

Pizza Hut 30 30%

Total 100 100.0

Graph

Series 1
45
40 %
40

35
30 %
30

25
20 %
20 Series 1

15
10 %
10

0
McDonalds KFC Dominos Pizza Hut

62
Interpretation:

The above graph reveals that best perception comes from customer towards McDonalds, then
from KFC followed by Dominos and lastly Pizza Hut.

2. What do you prefer to have at you favourite fast food chain?

a) Chicken
b) Pizzas
c) Burger
d) BBQ

Table No.

Particulars No. of Respondent Percentage

Chicken 40 40%

Pizzas 25 25%

Burger 25 25%

BBQ 10 10%

TOTAL 100 100%

63
 10 %

40 %
25 %
Chicken
Pizzas
Burger
BBQ
25 %

Interpretation: From the above graph shows that 40% customer are interested in chicken.
Rest response comes from Pizzas and burger equally.

3. How often do you visit your favourite fast food chain?

a) Once a week
b) Once in 2 weeks
c) Once a month
d) Once in six month

Table:

Particulars No. of Respondent Percentage

Once a week 45 45%

Once in 2 weeks 25 25%

Once a month 25 25%

Once in six month 5 5%

TOTAL 100 100%

Graph

64
 Series 1
50
45 %
45
40
35
30
25 % 25 %
25
Series 1
20
15
10
5%
5
0
Once a week Once in 2 weeks Once a month Once in six month

Interpretation:The above graph reveals that mostly customer visit his favourite fast food
chain once a week . 25 % customer visit Once in 2 weeks and once a month.

4. How much do you rate your favourite fast food chain?

a) Good
b) Very good
c) Excellent
d) Not so good

Table:

Particulars No. of Respondent Percentage

Good 50 50%

Very good 20 20%

Excellent 20 20%

Not so good 10 10%

TOTAL 100 100%

Graph

65
 Series 1
60

50 %
50

40

30
Series 1
20 % 20 %
20

10 %
10

0
0
Good Very good Excellent Not so good

Interpretation:

The above graph reveals that most of customer says his favourite fast food chain is good

5. would you prefer having or ordering from a fast food chain rather than having home
made food ?

a) Yes
b) No
c) Maybe

Table:

Particulars No. of Respondent Percentage

Yes 30 30%

No 50 50%

Maybe 20 20%

TOTAL 100 100%

Graph

66
 Series 1
60

50 %
50

40

30 %
30
Series 1
20 %
20

10

0
Yes No Maybe

Interpretation:

The above graph reveals that most of customer does not prefer having or ordering from a fast
food chain rather than having home made food

6. Your favourite fast food chain is value for money ?

a) Satisfied
b) Extremely Satisfied
c) Neither satisfied nor dissatisfied
d) Extremely dissatisfied

Table:

Particulars No. of Respondent Percentage

Satisfied 50 50%

Extremely Satisfied 20 20%

Neither satisfied nor 10 10%

dissatisfied

Extremely dissatisfied 20 20%

67
TOTAL 100 100%

Graph

Series 1
60
50 %
50

40

30
Series 1
20 % 20 %
20
10 %
10

0
Satisfied Extremely Satisfied Neither satisfied nor Extremely
dissatisfied dissatisfied

Interpretation:The above graph reveals that most of customer are Satisfied for favourite
fast food chain is value for money

7. Do you enjoy ready to eat food ?

a) Yes
b) No

Table:

Particulars No. of Respondent Percentage

Yes 80 80%

No 20 20%

TOTAL 100 100%

Graph

68
 Series 1
90
80 %
80

70

60

50

40 Series 1

30
20 %
20

10

0
Yes No

Interpretation:

The above graph reveals that most of customer enjoy ready to eat food

8. On an average how much are you willing to pay for ready to eat food or for your
favourite fast food chain ?

a) 300
b) 500
c) 1000
d) 1500

Table:

Particulars No. of Respondent Percentage

300 20 20%

500 25 25%

69
1000 35 35%

1500 20 20%

TOTAL 100 100%

Graph

Series 1
40
35 %
35

30
25 %
25
20 % 20 %
20
Series 1
15

10

0
300 500 1000 1500

Interpretation:The above graph reveals that most of customer spent money approx rs. 1000
pay for ready to eat food or for your favourite fast food chain

9.How would you like to have your order served ?

a) Home delivery
b) Dine in
c) Take away

Table:

Particulars No. of Respondent Percentage

Home delivery 30 30%

Dine in 60 60%

70
Take away 10 10%

TOTAL 100 100%

Graph

Series 1
70
60 %
60

50

40
30% Series 1
30

20
10 %
10

0
Home delivery Dine in Take away

Interpretation:

The above graph reveals that most of customer are like to have your order served in dinein.

10. Are you satisfied with the quality of food served at your favourite fast food chain ?

a) Satisfied
b) Not Satisfied
c) Neutral
d) Dissatisfied

Table:

Particulars No. of Respondent Percentage

71
Satisfied 50 50%

Not Satisfied 10 10%

Natural 20 20%

Dissatisfied 20 20%

TOTAL 100 100%

Graph

Series 1
60

50 %
50

40

30
Series 1
20 % 20 %
20

10 %
10

0
Satisfied Not Satisfied Natural Dissatisfied

Interpretation:The above graph reveals that most of customer are satisfied with the quality
of food served at your favourite fast food chain

11. Are you Satisfied with the variety of food served ?

a) Satisfied
b) Not Satisfied
c) Neutral
d) Dissatisfied

Table:

Particulars No. of Respondent Percentage

72
Satisfied 50 50%

Not Satisfied 10 10%

Natural 20 20%

Dissatisfied 20 20%

TOTAL 100 100%

Graph

Series 1

20 %
50 % Satisfied
20 %
Not Satisfied
10 %
Natural
Dissatisfied

Interpretation:

The above graph reveals that most of customer are satisfied with variety of food served

12. Do you think ready to eat fast food is harmful for the society ?

a) Yes
b) No
c) Maybe
d) Cant say

Table:

73
Particulars No. of Respondent Percentage

Yes 40 40%

No 30 30%

Maybe 10 10%

Cant say 20 20%

TOTAL 100 100%

Graph

Series 1

20 %
40 %
10 % Yes
No
30 %
Maybe
Cant say

Interpretation:

The above graph reveals that ready to eat fast food is harmful for the society is acceptable.

74
 CHAPTER:5

FINDINGS AND SUGGESTIONS

5.1 FINDINGS OF THE STUDY

The above graph reveals that best perception comes from customer towards
McDonalds.
From the above graph shows that 40% customer are instrested in chicken. Rest
response comes from Pizzas and burger equally.
The above graph reveals that mostly customer visit his favourite fast food chain
once a week . 25 % customer visit Once in 2 weeks and once a month.

75
 The above graph reveals that most of customer says his favourite fast food chain is
good
The above graph reveals that most of customer does not prefer having or ordering
from a fast food chain rather than having home made food
The above graph reveals that most of customer are Satisfied for favourite fast food
chain is value for money
The above graph reveals that most of customer enjoy ready to eat food
The above graph reveals that most of customer spent money approx rs. 1000 pay for
ready to eat food or for your favourite fast food chain
The above graph reveals that most of customer are like to have your order served in
dinein.
The above graph reveals that most of customer are satisfied with the quality of food
served at your favourite fast food chain
The above graph reveals that most of customer are satisfied with variety of food
served
The above graph reveals that ready to eat fast food is harmful for the society is
acceptable.

5.2 SUGGESTIONS

Dominos

The dining conditions have to be changed drastically if Dominos have to target the
premium segment of customers.
They are way behind Pizza Hut in the dining experience. Some of the Dominos
restaurants lack even basic amenities

76
 Due to this a condition can occur where customers judge the quality and taste of the pizza
with respect to the restaurant environment and ambience
Thus to have a greater market share and tap premium segment of the market, Dominos
can provide good quality restaurants
There should also be provision for music, TVs, kids zone etc in the restaurant
By doing this they can even charge a little bit more on the food items

Pizza Hut

Reduce the menu costs; it is way too expensive for a middle class Indian.
Middle class forms the maximum population of India and hence reducing the costs of
pizza can increase the elasticity of demand greatly
Invariably there are no discounts, or discounts if offered are very less. Thus Pizza hut
should offer more discounts to tap more customers
Their reach is very less as compared to Dominos (as they have only premium restaurants)
which deprives far off customers from having Pizza Huts experience. Hence they should
increase their presence.

LIMITATIONS OF STUDY

The survey was conducted within the limited time frame; so few shortcoming may be
expected.
The respondents personal bias may be another factor, which is uncontrollable.
The finding of the survey is strictly based on the responses of the respondents. it is
difficult to find the euthenics be true, so we are assuming them to be true.
Chances of some biasness could not be eliminated.
77
 A Samples size of fifty has been use due to time limitations.
The study does not represent classes of managerial professionals not interviewed, such as
those from educational institutions, health-related industries, law enforcement, or global
businesses.

78
 CHAPTER:6

CONCLUSION

CONCLUSION
Pizza Hut has many targets which it has achieve in a given period of time. The time-period is
mostly a year. Therefore, in order to fulfill the targets different strategies are adopted by
Pizza Hut. It can be concluded that these strategies have been successful and there is
flexibility in the strategies, as they can be changed with the changes in the market conditions
as well as the targets. Indians are value-sensitive, not price-sensitive. The price was attributed
to the high quality of ingredients used. For instance, Dominos sourced its Peperoni and

79
Jalapeno 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. The objectives of promotion are to introduce a new
product, stimulate demand, change the short-term behavior of the customers, and encourage
repeat or greater usage by current customers. Pizza hut uses many promotional strategies. The
main promotion is a coupon to purchase. This promotion is also distributed mainly by mail,
but also by fliers on college campuses around the country in order to reach the target market.

BIBLIOGRAPHY

BOOKS:

Kuester, Sabine (2012): MKT 301: Strategic Marketing & Marketing in Specific
Industry Contexts, University of Mannheim, p. 110.
Baker, Michael The Strategic Marketing Plan Audit 2008. ISBN 1-902433-99-8. p.3

80
 Homburg, Christian; Sabine Kuester, Harley Krohmer (2009): Marketing
Management - A Contemporary Perspective (1st ed.), London.
Aaker, David Strategic Market Management 2008. ISBN 978-0-470-05623-3.
Aaker, David Strategic Market Management 2008. ISBN 978-0-470-05623-3
Baker, Michael The Strategic Marketing Plan Audit 2008 ISBN 1-902433-99-8. p. 27

Web links:-

http://www.recipepizza.com/the_history_of_pizza_hut.htm access on 5th march 2010.

http://www.spaceref.com/news/viewpr.html?pid=4921 access on 10th march 2010.
http://www.globalclassroom.org/pizza.html access on 15th march 2010.
http://www.oppapers.com/subjects/pizza-hut-pricing-strategy-page1.html access on 20th
march 2010.
http://www.religiondispatches.org/archive/atheologies/2221/from_%E2%80%98manage
ment_gurus%E2%80%99_to_%E2%80%98corporate_chaplains%E2%80%99:_a_review
_of_spirituality_inc. (Accessed on 3 March 2011)

ANNEXURE

QUESTIONNAIRE FOR THE SURVEY

Customer name:- Mr/Mrs/Miss

Address: -

Contact no: -

1.Which ready to eat fast food chain do you like the most?

a) McDonalds
b) KFC
c) Dominos
d) Pizza Hut

81
2. What do you prefer to have at you favourite fast food chain ?

a) Chicken
b) Pizzas
c) Burger
d) BBQ

3. How often do you visit your favourite fast food chain ?

a) Once a week
b) Once in 2 weeks
c) Once a month
d) Once in six month

4. How much do you rate your favourite fast food chain?

a) Good
b) Very good
c) Excellent
d) Not so good

5. would you prefer having or ordering from a fast food chain rather than having home
made food ?

a) Yes
b) No
c) Maybe

6. Your favourite fast food chain is value for money ?

a) Satisfied
b) Extremely Satisfied
c) Neither satisfied nor dissatisfied
d) Extremely dissatisfied

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7. Do you enjoy ready to eat food ?

a) Yes
b) No

8. On an average how much are you willing to pay for ready to eat food or for your
favourite fast food chain ?

a) 300
b) 500
c) 1000
d) 1500

9.How would you like to have your order served ?

a) Home delivery
b) Dine in
c) Take away

10. Are you satisfied with the quality of food served at your favourite fast food chain ?

a) Satisfied
b) Not Satisfied
c) Neutral
d) Dissatisfied

11. Are you Satisfied with the variety of food served ?

a) S Satisfied
b) Not Satisfied
c) Neutral

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 d) Dissatisfied

12. Do you think ready to eat fast food is harmful for the society ?

a) Yes
b) No
c) Maybe
d) Cant say

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