RESEARCH REPORT

On

Factors Influencing Consumers Buying Behavior

In Fast Food Industry with special ref to
Dominos
Towards partial fulfillment of
BACHELOR OF BUSINESS ADMINISTRATION
(BBA)
(BBD University, Lucknow)

Guided by:
Mrs. Harleen Kaur

Submitted by:
HARSHIT GUPTA
RollNo. -

1130671066

Session 2015-201

School of Management

Babu Banarasi Das University

1

Sector I, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow

(U.P.) India

Babu Banarasi Das University

Sector I, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow (U.P.) India

Declaration
I, HARSHIT GUPTA, student of BBA batch (2015-2016) declare that
the

project

entitled

Factors

Influencing Consumers Buying

Behavior In Fast Food Industry with special ref to Dominos ,

is my own work conducted under the supervision of Mrs. Harleen Kaur as a
partial fulfillment of research report

Program for the course of BBA

submitted to, and Babu Banarsi Das University , Lucknow.

I further declare that to the best of my knowledge the project does not contain
any part of any work which has been submitted for any other project either in
this institute or in any other without proper citation.
HARSHIT GUPTA
BBA 3RD YEAR

ACKNOWLEDGEMENT
I am BBA IIIrd year would like to convey my humble and kind

regards to our mentor Mrs. Harleen Kaur who guided us in

making my project. Without her constant guidance this my work
would not have been possible.
The industry which I have taken for research is hospitality. The
hospitality industry covers a wide range of organizations offering
food service and accommodation. The hospitality industry is
divided into sectors according to the skill-sets required for the
work involved. Sectors include accommodation, food and
beverage, meeting and events, gaming, entertainment and
recreation, tourism services, and visitor information.
I am extremely grateful to the entire team of Dominos & Pizza
Hut who have shared their expertise and knowledge with me and
without whom the completion of this project would have been
virtually impossible.
This project report on Factors Influencing Consumers
Buying Behavior In Fast Food Industry with special ref to
Dominos focuses on the environmental establishment of fast
food industry in India I am also indebted to the executive manager
4

of both Pizza Hut, Dominos & my friends for their unfailing

cooperation during the course of this project.
Thank You
TABLE OF CONTENT

S.N

Topic

Page No.

o
1

EXECUTIVE SUMMARY

INTRODUCTION
A) Company Profile
B) History
C) Mission. Core Values
D) Organization Chart

E) Background Of The Study

RESEARCH METHODOLOGY

MARKETING ANALYSIS

QUESTIONAIRE
FINDINGS

CONCLUSION

SWOT ANALYSIS

COMPARITIVE ANALYSIS

10

SUGGESTIONS

11

ANNEXURE

12

APPENDIX

Signature

EXECUTIVE SUMMARY
6

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

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 and Dominos has different targets set to them and they
have adopted different strategies to successfully achieve the targets set.
This report presents an in-depth business, strategic and marketing analysis
of Dominos Corporation and pizza hut. The report provides a
comprehensive insight into the companies, including business structure and
operations, major strategies and key competitors. The hallmark of the report
is the detailed marketing research and analysis on the company. The
7

research is done with predefined objectives and aims, with a proper

designed procedure in order to carry out the research work efficiently and
effectively. The report also enlightens the SWOT (Strength, Weakness,
Opportunities and Threats) Analysis of the companies so as to examine the
companies key business structure and operations, history and products, and
provides summary analysis of their key revenue lines and strategy.

INTRODUCTION
The food markets in INDIA and the rest of

the world are

getting increasingly more and more complex and competitive, some

of the important reasons for such change are like increasing pace
of globalization, entry of large international and domestic firm in
the food sector, intra-regional movement of consumers, larger
proportion of working female population etc. There is increasing
number and varieties of food production in the country and the
above socio-economic changes have resulted in increased interest
in the food sector among the business practitioners and researchers.

The industry which we have taken for research is hospitality.

The hospitality industry consists of broad category of fields within the
service

industry

that

includes lodging, restaurants, event

planning,

theme, transportation, cruise line, and additional fields within the tourism
industry. The hospitality industry is a several billion dollar industry that
mostly depends on the availability of leisure time and disposable income. A
hospitality unit such as a restaurant, hotel, or even an amusement park
consists of multiple groups such as facility maintenance, direct operations

(servers, housekeepers,

porters,

kitchen

workers, bartenders,

etc.),

management, marketing, and human resources.

The hospitality industry covers a wide range of organizations offering food
service and accommodation. The hospitality industry is divided into sectors
according to the skill-sets required for the work involved. Sectors include
accommodation, food and beverage, meeting and events, gaming,
entertainment and recreation, tourism services, and visitor information.

Hospitality Industry In India

Hospitality segment, just like many other segments in India is booming at
an unprecedented pace. India faces a huge challenge of being "under
roomed" while the economy is growing rapidly. This provides for a huge
opportunity for hospitality industry. A lot of large real estate developers are
also investing into this business to bridge the demand-supply gap and
leverage the opportunity.
His is mostly driven due to strong growth in it, BPO segments, increase in
foreign travelers, emphasized focus on tourism by government, affordable
airlines fares, etc. Several other factors such as commonwealth games in
Delhi are fueling the need further. The middle class is becoming more
prosperous and native Indian tourist travel is growing rapidly, particularly
in places such as Goa, Kerala and Rajasthan.

10

Bangalore, Hyderabad, Chennai, Gurgaon, Pune and the suburbs of

Mumbai are the areas attracting international investment and as expected,
are the cities with the largest development pipelines. Combined, these cities
account for 89 of the 161 projects in the pipeline and 16,734 guestrooms,
which is 68% of the rooms in India's total pipeline.

In hospitality industry we have covered fast food chains category.

A fast

food

chains

prepares

and

serves food, drink and dessert to customers in return for money. Meals are
generally served and eaten on premises, but many restaurants also
offer take-out and food delivery services. Fast food chain vary greatly in
appearance and offerings, including a wide variety of the main
chef's cuisines and service models.

11

The topic of our research is Factors

Influencing Consumers
Buying Behavior In Fast Food Industry Special Ref
to Dominos

Objective of Study
12

The broad objectives of the proposed study is to explore the consumer

behavior for food products in India. There has not been any study,
which has covered these issues (as discussed above), especially in
India context, in recent period. Essentially, the study would attempt to
answer the following specific research questions

What are the factors affecting purchase decisions for major

categories of food product in India ?

What is the perception of quality about various categories of food

products?
Whether there is change in the food consumption habits and
purchase decisions for people after their movement to different
regions? If yes, what are the factors responsible for these
changes ?

13

CONSUMER BUYING BEHAVIOR

Understanding the buying behavior of the target market is

the essential task of marketing management under marketing
concept. The consumer market consists of all the individuals
and households who buy or acquire good and services for
personal consumptions. The buying behavior tries to find out
the answers for the questions, who buys? How do they buy?
Where do they buy? Do they buy?
(A)

FACTORS INFLUENCING CONSUMER BUYING

BEHAVIOR
There are four major factors that influence the buying behavior
such as cultural factors, social factors, personal factors, and
psychological factors.
i.

CULTURAL FACTORS: Culture is the most fundamental

determinant of a person wants and behavior. Values,
perceptions, preferences, and behavior are the main
variable under culture of an individual. Each culture
14

contains sub-culture like nationality, religious group,

geographical area, and linguistic divisions etc.
ii.

SOCIAL

FACTORS:

influenced

by

social

consumer

factors

such

behavior
as

the

is

also

consumer

reference group family and social roles and status.

iii.

PERSONAL

FACTORS:

buyer

decision

is

also

influenced by his or personal characteristics, notably the

buyers age, lifestyle, occupation, economic circumstances
etc.
PSYCHOLOGICAL FACTORS: a person buying choice is also
influenced

by

four

major

psychological

factors

such

as

motivation, perception, learning belief and attitudes.

(B) BUYING DECISION PROCESS
It includes buying roles, types of buying and steps in buying
process.

I.

BUYING ROLE

The buying role could be classified into four parts. These are
initiator, influencer, decider and buyer.
II. TYPES OF BUYING BEHAVIOR
Consumer decision taking varies with the type of buying
decision. There are four types buying behavior such as Complex
buying behavior, Habitual buying behavior, Variety seeking
buying behavior.
15

III. STAGES IN BUYING DECISION PROCESS

Here are five stages in buying decision process namely problem
recognition search, evaluation of alternatives purchase decision
and past purchase behavior.
NEED RECOGNITION
The buying process starts with the buyers recognition of a
problem of need. The buyer senses a difference between his
actual state and desired state.
INFORMATION SEARCH
There are different sources from where a consumer can gather
information

like

personal

sources

commercial

sources,

experimental sources.

EVALUATION OF ALTERNATIVES
After

gathering

information

about

different

products

the

customer will be in a fuss as to choose which product among

the

mainly

alternatives

consumer

usually

evaluate

the

alternatives on traditional basis, on the basis of utility function

etc. from the many alternative consumers at last choose the
best one for him.

PURCHASE DECISION

16

A consumer who decides to execute purchase intention will be

making

up

to

five

purchase

decisions.

POST PURCHASE BEHAVIOR

After purchasing the product and services the consumer will
experience some level of satisfaction or dissatisfaction with the
product and services that will influence subsequent behavior. If
consumer is satisfied he may show the probability of buying the
product the next time, satisfied customer will say good thing
about the product, proving the statement that "satisfied
customer is the best
advertisement. A dissatisfied customer may take some action
against

it.

They

may

try

to

reduce

the

dissonance

by

abandoning returning the product.

Understanding consumer needs and buying process is the
foundation of any company. By understanding how buyers go
through problem recognition, information search evaluation of
alternatives, the purchase decision and post purchase behavior
marketers can pick up many clues as to how to meet buyers
need.

17

LITERATURE REVIEW
Marketing
Marketing

is a societal process by which individuals and

groups obtain what they need and want through creating,

offering and freely exchanging products and services of value
with others or other wise it is the process of planning and
executing the conception, pricing, promotion and distribution of
ideas,

goods,

services

to

create

exchanges

that

satisfy

individual and organizational goals.

Marketing
Strategy
Marketing strategy is a set of objectives, policies and rules that
leads the company's marketing efforts. It is the marketing
approach to accomplish the bread objective of the marketing
approach to accomplish the bread objective of the marketing
plan. The various process of marketing strategy are given
below.
1.Selecting largest markets segmentation
2.Positioning
3.Product
18

4.Price
5.Place
6.Promotion
7.Research and development
8.Marketing research

Market segmentation and selecting target market

It is an effort to increase a company's precision marketing. The
starting

point

of

any

segmentation

discussion

is

mass

marketing. In mass marketing, the seller engaged in the mass

production, mass distribution and mass promotion of one
product for all buyers. Market segment consists of a large
identifiable

group

within

market

with

similar

wants,

purchasing power geographical location, buying attitudes or

buying habita. It is an approach midway between mass
marketing and individual marketing. Through this the choice of
distribution channels, and communicaton channels become
much easier. The researchers try to form segments by looking at
consumer

characteristics;

geographic,

demographic,

and

psychographic. After segmenting the market then target market

selected.

19

2. Positioning: - The positioning is a creative exercise

donw with an existing product. the well known products
generally hold a distinctive position in consumer's minds.
The positioning requires that every tangible aspect of
product, price, place and promotion must support the
chosen positioning strategy. Company should develop a
unique selling proposition (USP) for each brand and stick
to it, PPL consistently promotes its DAP fertilizer by
Higher yield at lower cost. As companies increase the
number of claims for their brand, they risk disbelief and a
loss of clear positioning. In general a company must
avoid four major positioning errors. Those are under
positioning over positioning, confused positioning and
doubtful positioning.
3. Product: - A product is any offering that can satisfy a need
or want. The major types of basic offerings are goods, services,
experiences,

events,

places,

properties,

organizations,

information and ideas. The company gives more importance in

quality, packaging, services etc. to satisfy the customers. The
products has it's life cycle. The product strategies are modified
in different stages of product life cycle.
4. Price: - It is the most important aspect in company's point of
view. Price of the product will be decided by the company
according to the competitor's price.
5. Place: - This plays a major role in the entire marketing
system. The company emphasis on it's distribution network.
Proper distribution network gives proper availability of the
product.
6. Promotion: - Promotion is the one of the major aspects in
marketing strategies. By adopting various promotional activities
20

the company create strong brand image. It also helps in

increasing the brand awareness. It includes advertising, sales
promotioins and public relations etc.
7. Research and Development: - After testing, the new
product

manager

must

develop

preliminary

marketing

strategy plan for introducing the new product in to the market.

The plan consists of three parts. The first part describes the
target market's size, structure and behavior. The second part
out lines the planned price, distribution strategy and marketing
budget for the first year. The third part of the development
describes the long run sales and profit goals and marketing mix
strategy over time.
MARKETING MIX
Target Market

Product

Price

Promotion

Place

Product

List price

Sales

Channels

variety

promotion

Quality

Discounts

Advertising

Coverage

Design

Allowances

Sales forces

Assortment
s

Features

Payment

Public relation

period
21

Locations

Brand

Credit

Direct

Inventory

name

terms

marketing

Packaging

Transport

Sizes
Services
Warrantie
returns

MARKETING STRATEGY
Marketing is not Euclidean geometry a fixed system of
concept. Rather marketing is one of the dynamic fields with in
the management arena. The market faces continually a new
challenge

everyday

and

companies

must

respond

to

it

positively. Therefore it is not surprising that new market idea

keep surfacing to meet new market place challenges.
The market process is applicable to more than goods and
services. Anything related to market including ideas, events,
policies, prices and personalities comes under market strategy.
However it is important to emphasize opportunity in the market
through market strategy.
Following strategies adopted by the organization.

A strong quality of the product and customer

satisfaction:
22

Customers always believe in good quality product. in my

survey I found that in percentage term more people is quality
conscious and not price conscious. Customer satisfaction is
very important part of the organization that at any cost they
have to fulfill.

A growing relationship with customer and customer

retention:
Nowadays a good relation with customer is very important
for organization. Sale is totally depending on the relation with
the customers. Customer's retention is also a major aspect for
growing business. It means keep the old customer and try to
make new customer.

Focus on competitors activity:

Every

organization

should

must

be

careful

about

it's

competitors step, because they can disturb the growing sales

process of the organization.

A growing emphasis on global thinking and local

marketing planning:
Companies are increasing by pursuing market beyond their
borders. When they enter other countries they must follow the
tradition of that country and also they make plan for local
market that which type of product has more demand and how
can it run in the market.

Promotional Strategy
23

Under

the

market

strategy

promotional

idea

is

very

important. Organization provides some schemes or rebates to

retailers or consumers. They make advertisement according to
convenient of the people and the feature of the product.
So on the basis of marketing strategy a organization runs in
the market. It is several types of which makes helpful to
increase sales and turnover of the organization.

DOMINOS ORGANIZATION PROFILE

The international fast food pizza delivery corporation, Dominos Pizza, is

a renowned and popular choice amongst people for relishing their favorite
fast food, the Pizza. With its headquarters located just outside Ann Arbor,
Michigan, US, the Dominos Pizza has interesting background. Today,
this huge franchise has a profound global impact and has 8,000 corporate
and franchise stores in more than 54 countries. In 2004, it was the second
largest pizza chain in the United States when it went public for less than
$15 a share.

24

It all started in the year 1960, when two brothers named Tom and James
Monaghan bought a small pizzeria in Michigan by the name of Dominicks
Pizza. They bought it for $500 and gave a down payment of $75. After 8
months, James quit and traded his shares with his brother for a second hand
Volkswagen car. This led Tom to revitalize the image of the eating joint and
name it Dominos Pizza.
In the year 1968, a fire destroyed the companys headquarters. In the year
1975, another hindrance came in the form of a trademark-infringement
lawsuit by Amstar, the maker of Domino sugar. Despite these obstacles,
Dominos Pizza expanded as a brand and in 1978, the 200 th Dominos Pizza
franchise was opened. Before the end of the seventies, there were over 200
franchises of Dominos Pizza in US and it started to prepare to launch itself
on an international scale.
In the year 1983, Dominos Pizza opened its first international franchise at
Winnipeg, Manitoba, Canada. This was a major step in decentralizing its
operations. By the end of 1983, it also opened another franchise at
Brisbane, Australia. Yet another milestone in that year was the opening of
the 1000th Dominos Pizza outlet. From here on, the number of Dominos
Pizza franchises increased quickly all over the world.
Despite international recognition, Dominos Pizza primarily remained as a
traditional fast food joint. It had a very simple menu and only sold one type
of pizza crust that was named the regular pizza. The pizza dough was
25

shaped by tossing it in air and pulling it into shape. Only two sizes of the
pizza dough existed before they added medium and extra large owing to
growing competition. There was absolutely no concept of side dish and side
others and the only beverage that was available with it was Coca Cola
Classic.
This traditional outlook of Dominos was changed in 1989, when the Deep
Pan Pizza was introduced. The company was being forced to change
according to the market demand. This in fact consolidated the financial base
of the brand and also ensured further growth of Dominos Pizza as a brand.
The move to change the menu and add items that was preferred by general
public made it popular among many and that year, Dominos Pizza opened
its 5000th store. Till this time, Dominos rigorously marketed their brand and
made it popular all over the world.

Company History

26

Dominos Pizza is the second largest franchised pizza chain in the U.S.A.,
and the history of Dominos Pizza is similar to its rival Pizza hut; two
brothers started it with borrowed equity in the sixties. Tom and James
Monaghan bought a small Michigan Pizzeria called Dominick's, which was
jointly run by them until James traded his share for a second hand car. Tom
revitalized the image by changing the name to Dominos Pizza .
By the late seventies there were over 200 franchise pizza businesses in the
States and Dominos Pizza was ready to go International. In 1983 Dominos
Pizza opened its doors in Winnipeg, and in the same year opened its one
thousandth store. Later that same year Domino's corporate history was to
begin in Australia with its first franchise in Brisbane, on the East coast.
The locations for Dominos Pizza grew quickly from here as they sprung up
in all sorts of diverse places including Bogot. Despite Domino's Pizza
springing up diverse locations, they were still a very traditional company.
Domino's Pizza menu had been kept very simple and streamlined; they only
sold one type of pizza crust which they named the regular pizza. Domino's
Pizza dough was shaped by tossing the dough and pulling it into shape. The
pizza menu included just two sizes of dough, it was not until much later that
competition forced them to add a medium and extra large sized pizza. There
were no such things as side orders you could have Pizza, pizza or Pizza and
you could only drink a Coke with it.

27

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

DOMINOS PIZZA TIMELINE

1960-Tom Monaghan and his brother James purchase "Dominicks," a pizza
store in Ypsilanti, Michigan. Monaghan borrowed $500 to buy the store.
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 store opens in Ypsilanti, Michigan.
1968-Company headquarters and commissary are destroyed by fire. First
Domino's store outside of Michigan opens in Burlington, Vermont.
1975-Amstar Corp., maker of Domino Sugar, institutes a trademark
infringement lawsuit against Domino's Pizza.
1980- Federal court rules Domino's Pizza did not infringe on the Domino
Sugar trademark.
28

1983-Domino's first international store opens in Winnipeg, Canada. The

1000th Domino's store opens. The first Domino's store opens on the
Australian continent, in Queens land, Australia.
1990-Domino's Pizza signs its 1,000th franchise.
199 -Domino's rolls out Breadsticks, the company's first national non-pizza
menu item.
1998-Domino's launches another industry innovation, Domino's Heat Wave,
a hot bag using patented technology that keeps pizza oven-hot to the
customer's door.
2000-Domino's Pizza International opens its 2,000th store outside the
United States.Domino's Pizza celebrates 40 years of innovation and
delivering pizza to homes around the world.
2006-Dominos Pizza introduces Brownie Squares warm, delicious, bitesized brownies delivered with a fudge dipping sauce.
2007- Dominos rolls out online and mobile ordering
2010- Redefines it menu
2016- ADD more Showrooms
29

Dominos Vision Statement

Domino's 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.

Dominos Mission Statement:

Its mission statement is Exceptional franchisees and team members on
a mission to be the
best pizza delivery company in the world.
It implement this mission statement by following a business strategy
that Puts franchisees and Company-owned stores at the foundation all thinking
and decisions
Emphasizes ability to select, develop and retain exceptional team
members and franchisees
Provides a strong infrastructure to support stores
Builds excellent store operations to create loyal customers
30

Dominos in India
Domino's Pizza India Ltd. was incorporated in March 1995 as the master
franchisee for India and Nepal, of Domino's Pizza International Inc., of
USA. Moreover, the company holds the master franchisee rights for Sri
Lanka and Bangladesh through its wholly owned subsidiary. Mr. Shyam S.
Bhartia and Mr. Hari S. Bhartia of the Jubilant Organosys Group were the
promoters of the company.
Since inception, Domino's Pizza India Ltd. has proceeded to become one of
the largest and fastest growing international food chains in South Asia. The
first Domino's Pizza store in India opened in January 1996, at New Delhi.
Today,
Domino's Pizza India has grown into a countrywide network of over 165
outlets in 33 cities and is the leader in the fast food delivery segment.

Dominos In Luck now:

There are three Dominos in Luck now
Sharaganj Mall
Aliganj
Indira nagar
Alambagh (Ashiana)
Chowk
31

 Hazaratganj
Gomti Nagar

Organization Structure

32

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33

PIZZA HUT ORGANIZATION PROFILE

Pizza Hut Inc. is the largest pizza restaurant company in the world in terms
of both the number of outlets and the percentage of market share that it
holds. A subsidiary of PepsiCo, Inc., the company oveRsees more than
11,000 pizza restaurants and delivery outlets in 90 countries worldwide. In
October 1997, the company expected to become a subsidiary of Tricon
Global Restaurants, Inc., formed from the spin-off of PepsiCo's restaurant
holding.Pizza

Hut

Express"

and

"The

Hut"

locations

are fast

food restaurants. They offer a limited menu with many products not found
at traditional Pizza Huts. These type of stores are often paired in
collocated location with a sibling brand such as Wing Street, KFC or Taco
Bell, and are also found on college campuses, food courts, theme parks, and
in stores such as Target.

Company History :
The history of Pizza Hut began in 1958 when Frank and Dan Carney
opened the first store in Wichita Kansas. Frank and Dan were brothers and
best friends. In 1958, they asked their mother to borrow 600.00 and they
successfully started the now world renowned restaurant called Pizza Hut.
The brothers decided that they wanted the word pizza in the name of the
restaurant and since the place itself reminded them of a hut, they came up
with Pizza Hut. They based their business on quality and customer service
and proved to succeed with both.
34

In 1964, the brothers decided to change the look of Pizza Hut and they
erected the buildings that are universally recognized and related to the Pizza
Hut name. In 1970, the history of Pizza Hut made a huge move. Pizza Hut
was now publicly traded on the New York Stock Exchange. In 1973, Pizza
Hut opened its first doors off of American soil. Japan, England, and Canada
all housed the first of the international Pizza Hut businesses. In 1977 a huge
company named PepsiCo merged with Pizza Hut and Frank Carney still
remained the leader even with the merged companies. He decided in 1980 it
was his time to leave and pursue other personal goals and opportunities. By
1986, there were one hundred restaurants in the United Kingdom and five
thousand establishments worldwide. The business was really starting to
flourish after pan pizza got introduced six years earlier.

The early 90's consisted of many delivery and restaurant stores opening
throughout the United Kingdom and Russia. In 1994 there were over ten
thousand Pizza hut open for business worldwide. In 1997, PepsiCo decided
to focus solely on their drinks business (Pepsi) which resulted in the
foundation of Tricon Global Restaurants. Tricon Global Restaurants is
known today as the largest restaurant brand in the World. Sicilian pizza was
also launched in the United Kingdom in 1997 and proved to be a huge
success. In the year 2000, Pizza Hut introduced a new type of pizza called
The Edge. This pizza was very unique and unlike any other pizza available.
It was a thin pizza with toppings all the way around the edge.
35

The history of Pizza Hut made a big step forward in 2003 when it was made
public that 500 restaurants were now open in the United Kingdom
employing a total of over 20,000 people. In 2004 the Big New Yorker Pizza
was introduced to the public which proved to be yet another successful and
desirable pizza. 2005 brought the launch of the bigger and larger 4 for All
pizza. Just this year Pizza Hut came out with their garlic crusted pizza and a
larker 4 for all.

Pizza Hut can now be found in 17 different countries and all of the United
States. The company has became a world recognized symbol of good pizza.
1958- Frank and Dan Carney open the first Pizza Hut in

Wichita, Kansas.
1972 -1000 restaurants are open throughout the USA.
1973- Pizza Hut went international with restaurants in Japan,
Canada &
England. The first UK Pizza Hut opened in Islington, London.
1977-PepsiC o bought Pizza Hut.
1980- Pan Pizza was introduced.

36

1982- The UK joint venture started between PepsiCo and

Whitbread.
1984- Over 50 restaurants so far in the UK.
1986- By now, there were 100 restaurants in the UK and 5000
worldwide.
1987- An average of one restaurant opened each week in the
UK.
1988- The UK's First Delivery Unit was opened in Kingsbury,
London.
1992 -There were 9,000 restaurants in 84 countries.
1993- There were 300 restaurants and delivery stores in the UK.
1994 -10,000 Pizza Huts were open for business.
1997- PepsiCo decided to focus on their drinks business. As a

result, Tricon Global Restaurants was

born, creating the

largest restaurant brand in the World. Tricon became the partner

company with Whitbread.
1999 -Pizza Hut had over 400 restaurants, employing 14000

people.
37

2002 -Tricon Global became YUM! Brands Inc.

2006 -Whitbread sold their share of the joint venture to Yum!

Brands Inc. Pizza Hut UK Ltd was now 100% owned by Yum!
2008 -We bought Godfather's Pizza in Ireland with 28 stores.

Pizza Hut Vision Statement :

To be the most trusted & loved brand of PIZZA

Pizza Hut's Mission Statement

Pizza hut takes pride in making a perfect pizza and providing courteous and
helpful service on time all the time. Every customer says, "I'll be back!"
P.E.A.R.L.S

PASSION for excellence in Doing everything

EXECUTE with positive energy and urgency.

ACCOUNTABLE

for

growth

in

customer

satisfaction

andProfitability
RECOGNIZE the achievement of others and have fun doing it.

LISTEN and more importantly, respond to the voice of the

Customer.

Pizza Hut In India:

38

The Pizza Hut franchisee stepped into the Indian fast food market by
opening a dine-in restaurant at Bangalore in 1996. The pizza franchise soon
expanded itself in India and now has the KFC brand beneath its umbrella.
The fast food franchise was the first international fast food firm to make an
entry into the Indian scene and has thus pioneered the Indian pizza market.
there are 146 restaurants across 36 cities in India.

The menu provided at the Pizza Hut franchise is that of a complete meal.
Customers are considered as honored guests at the fast food franchise and
are treated accordingly .The fast food franchise also ensures that it adds an
Indian touch to all the varieties of pizzas that it makes available to Indian
customers. Various delicious combinations are tested at the Indian Pizza
Hut franchisee outlets by blending the original menu with Indian favorites
to make fresh salads, garlic based breads, soups, yummy pastas and
delicious desserts.

The employees of the restaurant support centre of the Pizza Hut fast food
franchise which functions in New Delhi works hard to place Pizza Hut at
the top of Indian market. The support centre takes care of finance, legal and
marketing sides of the Indian operations of Pizza Hut franchisees .
Pizza Hut In Luck now:
SAHARAGANJ MALL
M.G.Road Luck now
39

 WAVE MALL

Pizza Hut Management Structure

Support Manager
The Support Manager is part of the management team and will help to run
our
business by either managing shifts or working as a key team member. The
key
skills required for this role include flexibility, communication, leadership,
teamwork and customer service.
Deputy Designate Manager
This is the role in which most new recruits kick off their management
careers
with us. After completing your initial training, you will take responsibility
for key
areas of the business, assisting the management on a day-to-day basis. We
will
look to you to get involved in customer service, team training and
development
and business controls
Deputy Manager
40

The Deputy Manager works as part of the management team to ensure that
the
restaurant operates effectively, meeting sales and profit targets and quality
standards. The role is also to assist the manager in ensuring that all the team
is
recruited and trained to meet all quality and product standards
.
Restaurant General Manager
The Restaurant General Manager has a responsibility for the running of the
restaurant, managing the business as if it were their own: managing the
financial
side, product ordering, production, quality monitoring, customer service
and
training and development of staff.
Restaurant General Managers can progress on to become Area Managers
who
manage ten restaurants or more.

RESEARCH OBJECTIVE
(i) To find out the market strategies of both the brands.
Pricing Strategy
41

 Placing Strategy
Promotional Strategy
Product Strategy
(ii)To find out the how food chain are increasing & dominating the
restaurant market in India.
(iii)

To find out the comparative analysis between Pizza-hut and

Dominos.
(iv)

To check out the preferences of the people or the consumers.

(v) To find out the items they both offer to attract the customers.

RESEARCH METHODOLOGY

42

The activities of market research include defining marketing opportunities

and problems, generating and evaluating marketing ideas, monitoring
performance, and understanding the marketing process. The methodology
of the study included selection of sample, study/survey of library
references, collation and compilation of the primary and secondary data and
information obtained through structured questionnaires, open ended
interview. The method of research was deductive as conclusion would be
drawn after the analysis and interpretation of data collected.
.Data Collection
We have collected two types of Data
a. Primary Data through Questionnaire and interaction
b. Secondary Data through internet, articles, magazines etc.

Research Methodology :
Research Design:
The techniques used for research is Exploratory Research.
Research Tool :
Questionnaire and interaction( I have also met Mr. Vinod , the
manager at Dominos)
Through internet, articles, magazines etc.

43

Sampling Plan :
Area Covered : LUCKNOW
SAHARA GANJ MALL
EAST END MALL
MG ROAD
INDIRA NAGAR

Aliganj
Size : 50 Questionnaires From Customers

44

DATA ANALYSIS
Marketing Practices
Dominos in India
Domino's Pizza India Ltd. was incorporated in March 1995 as the master
franchisee for India and Nepal, of Domino's Pizza International Inc., of
USA. Moreover, the company holds the master franchisee rights for Sri
Lanka and Bangladesh through its wholly owned subsidiary. Mr. Shyam
S.Bhartia and Mr.Hari of the Jubilant Organosys Group were the promoters
of the company.
Since inception, Domino's Pizza India Ltd. has proceeded to become one of
the largest and fastest growing international food chains in South Asia. The
first Domino's Pizza store in India opened in January 1996, at New Delhi.
Today,
45

Domino's Pizza India has grown into a countrywide network of over 165
outlets in 33 cities and is the leader in the fast food delivery segment. Their
home delivery is free with a guarantee of Thirty Minutes Nahi to Free.
Although they are expert in delivering Pizzas on time, their eating joints
and outlets are also good. We plan to have a total of 500 stores in 75-80
cities by 2010 to 2011. It would entail an investment of Rs 200 million
during the period

Challenges in Entering Indian Markets

Fast food is one of the world's fastest growing food types. It now accounts
for roughly half of all restaurant revenues in the developed countries and
continues to expand there and in many other industrial countries in the
coming years But some of the most rapid growth is occurring in the
developing world; where it's radically changing the way people eat.
Dominos has biggest challenge to look after the emerging needs of the
customers and to fulfill the needs of health conscious customers
Moreover, it has the challenge to maintain its position in front of pizza hut
and to compete with its other competitors such as McDonalds, Papa Johns
etc.

MARKET STRATEGIES

46

 Promotional and Advertisement Campaigns(Coupons and discounts)

The '30 Minutes' Promise
Use of Technology(Digital interactive Television, Internet on the PC,
Mobile telephony)

Premium Pricing Strategy Indian fast food industry and entry of

multinational players

Distribution strategies of fast food chains in India

Segmentation, Targeting and Positioning
Demographic Segmentation
Dominos uses demographic segmentation strategy with age ,Income
,Occupation
Education ( professionals).
Geographic Segmentation
Geographic segmentation is basically using the spatial location to segment
the market.
Target Audience
The companies target audience is the bachelors, youth and the
professionals who have no
time to prepare food and to grab the food as fast as possible.
Gender -- they targeted both genders.(mainly male because many
males will not like to prepare food when they are single).
47

Dominos Marketing Mix (7 Ps)

After segmenting the market, finding the target segment and positioning
itself, each company needs to come up with an offer. The 7 Ps used by
Dominos are:
1.Product
2.Place
3.Price
4.Promotion
5.People
6.Process
7.Physical Environment

PRODUCT MIX :
48

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C
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Co- Branding
Dominos has major tie-ups with various companies as their co- branding
Strategy
Coca-Cola
Fanta
Sprite

49

PRICING STRATEGY:
Dominos follows a pricing policy that is determined based on the economy
of the country. The pricing policy of Dominos gives a competitive
advantage to the company over its competitors.
The price discounts available to the customers are used as a
tool to attract customers into the store.
Dominos also follows seasonal pricing in order to attract
customers and to keep an edge over its competitors.
The company also has special discounts on bulk purchases.
Value Ladder strategy:

a) Started offering value meals in a range of prices.

b) Ensure affordability and attract widest section of customers.
c) Brought the customer and provided a range of entry- level products.
d) Try those new items and graduate to higher-rungs.

Value Pricing.
Pizza mania Rs 39
Veg pizza( regular) starts from Rs 75 to Rs.150
Veg pizza( medium) starts from Rs 150 to Rs270
Veg pizza( large) starts from Rs 285 to Rs 430
Non-Veg pizza( small) starts from Rs 105 to Rs 190
Non-Veg pizza( medium) starts from Rs 215 to Rs315
50

 Non-Veg pizza( large) starts from Rs 375 to Rs 485

Beverages Rs 25-50(600 ml) ( a little costly)
Side orders start from RS 17 to 99
Desserts Rs 55
They offer coke at just Rs 15 with any pizza mania
combo/large/medium pizza plus garlic bread sticks
Size : Regular 17.8cm , Medium-25.4cm , Large -32.9cm

PROMOTION
Believe that the strength of Dominos Pizza brand makes one of the first
choices

of

consumers seeking a convenient, quality and affordable meal. They intend

to

continue

to

promote brand name and enhance reputation as the leader in pizza delivery
Dominos use advertising, sales promotion, including
promotional education, publicity, and personal selling for
promoting his services.
Domino's is also undertaking a brand positioning with launch of a Rs 6
crore advertising and marketing campaign over next three months.
1) Pizza Order Discount: Dominos offers its customers a number of
discount and other promotions on purchasing Dominos pizza.
51

2) Advertising : It is done in following ways

Online Advertising
Greater integration across all media channels for the new menu launch in
February

2014

helped increase Dominos presence in online advertising which resulted in

great

proling

opportunities for online ordering capabilities. All Dominos banner

advertising,

including

the

successful Choc Lava Cake banner, includes a click through function

enabling

customers

to

place an order immediately after seeing an online banner.

Website Creative Success
The Dominos websites have undergone vast improvements in the
way promotional products are communicated to customers
The most visually-tantalizing of these promotions are the over the
page animations for Choc Lava Cake and Sticky Date Pudding with
sauce running down the page when people enter the sites.
Creative ideas such as this have helped drive relevant product sales
and ticket averages for online ordering.
National Hotline

52

In 2004, Dominos launched a National Hotline, enabling customers to

order

pizza

from

their

nearest store, without having to remember individual store numbers

By dialing 087 12 12 12 12 from a landline, or a previously registered
mobile,

customers

are

connected to their nearest store. If their number is not registered, Dominos

Pizza

technology

will triangulate the customers co-ordinates and ask whether they would
like

to

order

from

their nearest store or request the post code for the store they would like the
delivery made to.

Packaging
Pizza and side order boxes account for most of the packaging used by
Dominos Pizza, although some small items such as dips and desserts are
packaged in other materials. This fact sheet focuses on Dominos Pizza box
packaging

Design
Nearly 38 million pizza boxes are used by Dominos Pizza in a year,
each one bearing the
53

unique Dominos red, blue and white logo.

The most important design elements are those that help keep the
pizza oven-hot and fresh. A layer of corrugated paper encapsulated
by
board forms the main body of the box packaging and provides
insulation.
Each box is also punctuated with small ventilation holes to allow
steam to escape, preventing the pizza from becoming soggy .
Campaigns
In 2014 it launched the campaign, You Got 30 Minute, which built
on the Companys 30-minute delivery heritage.
In 2007 and 2008, each domestic stores contributed 4% of their retail
sales to advertising

PLACE :
Dominos Pizza stores are established in almost 50 countries and they
have

got

more

than 8,000 stores worldwide.

The Dominos stores are centrally located and in a manner
convenient for the people to walk in and also convenient for the
deliverers to do their job.

54

 The distribution channel followed by the company is mostly through

takeaways, telephone ordering, SMS and online ordering.
The pizzas are delivered by way of scooters at their door
step. In order to maintain the quality of the pizzas, they are carried in
a heat wave bag so that they can deliver hot and tasty pizzas to their
customers
By 2010-11, the company sees an addition of a total of 500 stores in
75-80 cities.
Segment overview
It operates in three business segments:
Domestic stores - Domestic stores segment consists of domestic
franchise operations, which

network of 4,558 franchise stores

located in the contiguous United States, and domestic Companyowned store operations, which operate network of 489 Companyowned stores located in United States
Domestic supply chain-Domestic supply chain segment operates 17
regional dough manufacturing and food supply chain centers, one
supply chain center providing equipment and supplies to certain of
domestic and international stores and one vegetable processing
supply chain center International.
55

 International segment- oversees network of 3,726 international

franchise stores in more than 60 countries. International segment also
distributes food to a limited number of markets from six dough
manufacturing and supply chain centers in Alaska, Hawaii and
Canada (four).

PEOPLE :

Each outlet is headed by a Restaurant Manager . He is responsible for

the daily operation and customer interaction.

In order to motivate their employees they declare employee of the

month. This they do after receiving feedback from customers

Dominos have large no. of trained employee for

handling his customer

The employees in Dominos have a standard uniform and it specially

focuses on friendly and prompt service to its customers from their
employees.
PROCESS
The way in which orders are handled, customers are
satisfied and the service is delivered.

Self serve
Provide home delivery facility
56

PHYSICAL ENVIRONMENT

Tangible evidence of the service customers will receive

Outlet setup by Dominos
Pizza Hut Marketing Analysis
Segmentation:
Main segments which Pizza hut has captured are the combination of higher
incomes and dual career families , due to higher income consumer have
more disposable income , allowing them to eat out more often .Pizza Hut
holds the most market share in the Pizza industry, the perceived quality and
service of the company will help to ensure a better the average chance at a
successful introduction of a new product. The introduction of a product that
keeps with today trends is also important to reduce the risk of failure.

Pizza Hut maximum market segment is younger generations. These

generation ranges from 12 to 30, the overall spending of these generations
is mostly on non essential items, the higher amount of spending has been
done on eating out

Targetting
Pizza hut targeted market defines them as a family product. This is because
they dont really directly market their customers. They target everyone
whereas their competitors target a certain gender or age. But pizza hut
57

targets a wide range of customers. This is because they want to make the
most money and who blames them.
They have many competitors and they are bound to try everything to cope
up tops. Their competitors are everywhere. There are just a few that are
main competitors and pizza hut will always try to be the best and get the
most money by making their products better quality but also cheaper.
They try to offer something different with their product as well. They offer
a range of stuffed crusts to try and attract customers. They also do
vegetarian options with meet free pizzas and a salad and pasta bar. Not a lot
of restaurants offer a salad and a pasta bar. This is another competitive idea
to attract or customers.
Positioning
Pizza Hut was among the first multinational brands to enter in the pizza
retail sector in India. Worldwide and in India , Pizza Hut has come to
become synonymous with the 'best pizzas under one roof'. This is because
at Pizza Hut the belief is that every pizza has its own magic, thus making it
a destination product which everyone seeks. It is this belief that has
ignited the passion to create, innovate and serve the finest product the
industry has to offer, while setting standards for others to strive to replicate.
Pizza Hut is committed to providing uncompromising product quality,
offering customers the highest value for money and giving service that is
warm, friendly and persona
58

 A critical factor in Pizza Hut's success has been its unique dining
experience. Crew members at Pizza Hut strive each day to provide
'CUSTOMER MANIA' - the kind of service that ensures that every
visit of the customer is a memorable one.
Pizza Hut's constant endeavor to provide extra value whether it is pizzas
which are available to suit every price range, new promotions or the
introduction of innovative product ranges - that puts a 'Yum' on every
customer's face - has allowed it to increase its presence in INDIA to the
current 146 restaurants across 36 cities.

Customer Behaviour :
Pizza Huts marketing strategy is very simple: we want to satisfy our
customer by offering them the best. Pizza Hut has always valued customer
service and satisfaction. In 1995, Pizza Hut began two customer satisfaction
programs:
a 1-800 number customer hotline, and
a customer call-back program.
These were implemented to make sure their customers were happy, and
always wanted to return.
Another big strength and even a competitive advantage is the fact that they
have a full service restaurant as well as delivery services. Pizza Hut offers a
sit- down, conversational type restaurant where families can take their
children for birthday parties for example. Pizza Hut's broad selection of
59

products also makes it easier for them to market to different market

segments.
The other two strategies followed by Pizza Hut is
C.H.A.M.P.S (Cleanliness, Hospitality, Accuracy, Maintenance,
Product quality and Speed) and
3Fs (Fun, Friendly and Familiar). These two strategies have really
helped Pizza hut to evolve out as a market leader with a competitive
advantage.

Pizza Hut Marketing Mix ( 4 Ps)

PRODUCT :
Pizza hut

The customer value hierarchy

60

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

Product differentiation
Worldwide and in India, pizza hut has come to become synonymous with
the best pizzas under one roof. This is because at pizza hut the belief is
that every pizza has its own magic, thus making it a destination product
which everyone seeks. It is this belief that has ignited the passion to create,
innovate and serve the finest product the industry has to offer, while Setting
standards for others to strive to replicate. Pizza hut is committed to
providing uncompromising product quality, offering customers the highest
value for money and giving service that is warm, friendly and personal. A
critical factor in pizza huts success has been its unique dining experience.
Crewmembers at pizza hut strive each day to provide customer mania
the kind of service that ensures that every visit of the customer is a
memorable one.
61

Pizza features
Pizza hut has many unique features of their product due to which it attracts
the customers. The product is classified into non durable goods as it is a
food item pizza hut differentiates itself with its competitors with respect to
their wide range of offerings (menu items) one can find besides pizzas
range of, pastas appetizers, cakes, and desserts etc. There are quite a lot
number of menu items to choose
Some of the items are
Pizzas ( four different types)
American Pan Pizza
Stuffed crust Pizza
Cheesy bites
Masala cheesy bites
Pastas and salads
Spicy Tomatoes
Arrabbiata
Creamy mushroom
Spicy tomatoes with smoked chicken
Arrabbiata with smoked chicken
Appetizers
Garlic bread
Cheese garlic bread
Garlic bread exotica
62

 Garlic bread spicy supreme

Desserts
Chocolate truffle cake
Beverages
Pepsi, Diet Coke, 7up, Mirinda
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
63

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 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

PRICING STRATEGY: The level of competition a business faces determines its pricing strategy.
Sometimes a business has the scope to set its price and sometimes a
business cannot. When a business has the scope to set its price there is a
number of pricing strategies or policies it might choose. As there are no
such competitors of Pizza Hut which could compete with the quality of
pizza produced at Pizza Hut, therefore, the pricing strategy adopted by
Pizza Hut is 'market skimming'. Pizza Hut has adopted this pricing strategy
as they want to hold maximum share of the market by maximum profit.
This is a golden era for Pizza Hut, as there are no competitors and hence,
Pizza Hut is free to charge any price they want. They are charging higher
prices due to the uniqueness of the product. They satisfy the target market
64

as the food quality is worth the price paid. The pricing strategy is not just to
get the worth of quality but also to gain maximum profits before any
competitor enters because then Pizza Hut will have to change its pricing
strategy. Although the prices would be lowered with the new entrants in the
market but not to a greater extent as the quality food products are not homeproduced. They are imported from different countries keeping in view the
best quality.
In the past, Pizza Hut has successfully used the high/low pricing strategy
when setting the retail price of its products. Several sales promotions and
coupons will be used to lower the price below those competitors.
Since both Pizza Hut and the beverage Mountain Dew are Pepsi
subsidiaries, bundle pricing will be used. Pizza Hut will be able to sell two
products together at a single price to suggest a good value.
The high/low pricing strategy has several advantages.
First, this pricing strategy will help segment the market. Different
groups of customers are willing to pay different prices for the same
product. Pizza Hut can sell "The Extreme" to the customers who will
pay the higher price to be the first to buy and also to the bargain
hunters.
The high/low pricing strategy will also create excitement. Customers
will be able to try something new when they purchase "The Extreme"
and this exciting experience may bring those customers back to
purchase other products.

65

 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 best.
PLACE/DISTRIBUTION:
The type of distribution channel used by Pizza Hut is the direct channel.
The direct channel is successful when there is an extremely large market
that is geographically dispersed. The direct channel is also useful when
there are a large number of buyers, but a small amount purchased by each.
Pizza Hut uses three different methods of selling its products directly to
the market.

The first method of distribution used by Pizza Hut is Home.

Office delivery. Customers can call Pizza Hut ahead of time, place an
order, and the order is delivered to the customer's home.
Another method of distribution is for customers to dine-in.
Customers can go to the nearest Pizza Hut, place an order and either
leave with the order or eat at the restaurant. One of Pizza Hut's
largest competitive advantages is its restaurant style facility with a
clean place to sit down and enjoy the variety of pizzas, salads, and
sandwiches in a fun, family atmosphere.

66

 The third method of distribution is to order Online. Selective

County Customers can now go on the Internet and place an order for
Pizza. This method is useful because it allows customers to view the
entire menu, download any special coupons, and order without
having to disclose any credit card numbers.
PROMOTION:

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.
They are using billboards on main stream places to get there customer.
They are also distributing door to door brochures to capture more and
more customers.
Pizza huts also using marketing techniques. These are the strategies
Pizza Hut is using for its marketing. Pizza huts try's to attract the
younger generation as their main market segment.
Apart from this Pizza Hut is using intense marketing strategies they
are also giving ads in magazines .
Advertising camping will creates awareness of the products in our
target
markets.
67

PIZZA HUT IS PREFERRED OVER DOMINOS

Keeping in view the sentiments in of Indian customers and our study we
have come to know that pizza hut dominates dominos because of following
reasons:
Variety Of Pizza
Good Ambience
Services Offered
Quality Of Pizza
Location Of The Outlet
Waiting Time In The Outle

68

Questionnaire analysis
PERSONAL DATA:
AGE :

69

15%

23%
UNDER 16

16-25

26-35

35 AND ABOVE

62%

Comment: In this chart 30% people of age group 26 -35,20% people of

age under 16,and 50% people come of age group 16 25 , like to come in
Pizza hut and Dominos.
SEX:

70

MALE

FEMALE

46%

54%

Comment : On the basis of these chart 40% males and 60% females like
Pizza.

1) How many times do you usually eat pizza?

71

MORE THEN 3 TIMES 31%

A WEEL

15%
UP TO 3 TIMES A WEEK

ONCE A WEEK

54%
HARDLY EVER

Comment : On the basis of this chart 60% people come once a week, 30%
people come hardly ever ,10% people come up to 3 times in week they eat
Pizza.

72

2) From Where You Came To Know About The Brand??

Magazine

Brand Leaflets

NewsPapers

WRAP

Hoardings

Word Of Mouth

15%

15%
20%
5%

45%

Comment: If we analyze this chart we find 40% people Know Through

magazines,20% Brand Leaflets,15% WOM,15% Hoardings and 10%
peoples through Newspapers.

73

3) Which brand do you more prefer Pizza Hut Or Dominos ?

38%
62%
Pizza Hut

Domino's

Comment: According to chart, 40% people prefer dominos and 60%

prefer Pizza Hut

74

4) How Frequently you eat Pizza?

Frequently

Occassionaly

Rarely

Hardly Anytime

7%

7%

29%
57%

Comment: If we analysis this chart we find 50% people visit occasionally,

30% visit Rarely ,10% Visit frequently And rest 10% hardly anytime

75

5) you prefer to go to pizza hut because?

Embience

Taste

Satisfaction OF SERVICE

Price

23%
54%
23%

76

Comment: On the basis of this chart 50% people come Pizza hut because
of embience, 20% for taste, 20% people for good service and only 10% are
prce conscious..

6) Rate Pizza Hut According To the quality, taste and embience?

77

Very Good

Good

Satisfactory

Bad

7%

21%

43%
29%

Comment : On the basis of this chart 43% people come for enjoyment ,
21% for affordable price and 29% people for food quality ,7% are satisfied
for service , in PIZZA HUT .

78

7) Which of the two brands can give satisfaction?

Domino's

Pizza hut

46%

54%

Comment: On the basis of this chart 60 % pizza hut gives satisfaction and
40% Dom

79

8) Queue for a long time

MOST OF THE TIME

SOME OF THE TIME

NEVER

14% 7%

79%

Comment : On the basis of this chart 15% people are not concerned, 5% are
most concerned, 80% are some time concerned about to queue for a long time.

9) Restaurant cleanliness of Pizza Hut

Most of the time

Some of the time

Never

7%
29%
64%

Comment :On the basis of this chart 5%people never concerned, 70% are most
concerned, 25% are some time concerned about restaurant cleanness.

10) The staff are helpful of both both Pizza Hut And Dominos

most of the time

some of the time

never

38%
62%

Comment: On the basis of this chart 40% are most concerned, 60% are some
time concerned, about staff helpfulness

FINDINGS
Customer is most concern about the quality, variety, taste and cost of
the product.
Womens likes pizza more than a mens.
Embience of Pizza Hut is more cozy and calm than Dominos.
pizza hut attracts high class people and dominos attract middle class
and college or school students
Restaurant of both Pizza Hut And dominos are neat and clean.
Pizza Hut gives more satisfaction than Dominos.
4o% are most concerned, 60% are some time concerned, about
general service .
Dominos main targets are youngsters, kids.
Pizza Hut main targets are family
Pizza Hut has a very good feedback system
Now days, Dominos is also trying to take feedback of people through
consumer feedback form
Dominos is a self service restaurant
Pizza Hut and Dominos Both provides home delivery facility also.
60% people prefer to go to pizza Hut and only 40% of people prefer to
go to Dominos.

CONCLUSION
From the comparative study of both pizza hut and dominos we have came to
know that pizza market in India is dominated by pizza hut instead of Dominos.
As we know that pizza hut is largest pizza restaurant company in the world with
12000 outlets in 90 countries and entered in India in1996 whereas the dominos
enters in India in 1995 and now it has 220 outlets in India
But dominos which has first mover advantage cannot succeed to become most
favorable brand between the people who like pizza.
From this study we know that pizza hut makes its position between the people
and is the preference side of the people . In price category ,price of dominos
pizza are lesser than pizza hut pizzas but still pizza hut pizzas are preferred
because of its quality ant condition and service they provide to the customer.
Keeping in view the sentiments in of Indian customers and our study we have
come to know that pizza hut dominates dominos because of following reasons:
Variety Of Pizza
Good Ambience
Services Offered

 Quality Of Pizza
Location Of The Outlet
Waiting Time In The Outlet
Whereas dominos is famous just because of its door step service and low
pricing.
Thus in pizza market pizza hut dominates Dominos

Swot Analysis
SWOT Analysis Of Dominos
Strengths
Newly revamped pizza recipe brought in high growth levels for the first
three quarters of 2010.
Strong brand name, #1 pizza delivery company in the U.S. with market
share of 18.4%.
Focused menu enables quality consistency and operational efficiency.
Total operational process is completed within 12-15 minutes
Global franchise operations - more than 3,500 in over 50 countries
Supply chain & distribution network

Weaknesses
Less variety

 Despite aggressive marketing efforts to rebrand Dominos as a quality,

great tasting pizza, survey respondents still said that does not taste
good and low quality were the primary reasons they did not order
Domino
The low price may actually be working against Dominos efforts to
rebrand as a high quality, great tasting pizza company.
Minimal incentive for customer loyalty

Opportunities
Growing presence in emerging markets, particularly in India, China
Leverage supply chain & distribution system to introduce new products
Growing dining out market (Especially young generation and middle age
group

Threats
More health conscious customers
Threats from local competitors in different countries
Franchise operations affected by currency exchange fluctuations
Intensive competition from a fragmented number of small competitors

SWOT Analysis Of Pizza Hut

Strength
Unmatchable quality and variety
Strong brand image
Customer satisfaction
Hygiene
Excellent service

Weakness
Inadequate advertisements
Inadequacy of outlets

High prices
Lack of parking facilities at outlets

Opportunity
Growing fast food market scope for expansion
Introduce attractive offers

Threats
Emergence of Papa Johns- Worlds pizza makers
Low price points of competitors

COMPARATIVE PRICE ANALYSIS

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SUGGESTIONS

DOMINOS
The Dominos follows formal relationship but doesnt involve its
customers for further association. McDonalds should use membership
clubs or card concept.
The television sets are placed at the outlet in an inappropriate manner.
The television sets are not placed in a manner in which all consumers can
have a good look at it from different places.
The price displayed should be reviewed accordingly and the revised
prices should be stated at the display.
Increase verities in pizzas

 Focus on location of outlets

Increase the quality of pizza
Make good ambience in outlet

PIZZA HUT
Reduce the menu costs; it is way too expensive for a middle class Indian.
Middle class forms the maximum population of India and hence reducing
the costs of
pizza can increase the elasticity of demand greatly
Invariably there are no discounts, or discounts if offered are very less.
Thus Pizza hut
should offer more discounts to tap more customers
Their reach is very less as compared to McDonalds (as they have only
premium
restaurants) which deprives far off customers from having Pizza Huts
experience.
Hence they should increase their presence.
They should focus on speeding their food delivery time.
There should also be provision for music, TVs, kids zone etc in the
restaurant

BIBLIOGRAPHY

www. cyberessays.com/lists/Dominos analysis

www.papercamp.com/group/Pizza Hut promotion strategy
www.Pizza Hut.com
www.Dominos.co.in

QUESTIONNAIRE
NAME AND ADDERESS
NAME :
ADDERESS:
SEX:

AGE:
CITY:

PHONE NO. AND E-MAIL ADDERESS

TELEPHONE NO.
EMAIL ADDERESS:

MOBILE NO.
PINCODE:

Q.1 DO YOU LIKE PIZZA?

YES

NO

Q.2 How many times do you usually eat Pizza?

Upto 3 times week
Once a week
Hardly ever
Q.3 FROM WHERE YOU CAME TO KNOW ABOUT THE BRAND?
T.V. ADDS
BRANDS LEAFLETS
MAGZINES
NEWS PAPER
Q.4 WHICH BRAND DO YOU PREFFER TO GO FOR HAVING PIZZA?
PIZZA HUT

DOMINOS

Q.5 HOW FREQUENTLY YOU EAT PIZZA?

FREQUENTLY

 HARDLY ANYTIME
RARELY
OCASSIONLLY
Q.6 YOU PREFFER TO GO WITH THE BRAND BECAUSE OF : PRICE
TASTE
QUANTITY
EMBIENCE
Q.7 WHICH OF THE TWO BRAND WHO HAS QUICK SERVICE?
PIZZA HUT

DOMONOS

Q.8 RATE PIZZA HUT ACCORDING TO ITS QUALITY.

VERY GOOD
GOOD
SATISFACTORY
UNSATISFACTORY
Q.9 RATE DOMINOS ACCORDING TO ITS QUALITY.
VERY GOOD
GOOD
SATISFACTORY
UNSATISFACTORY

Q.10 HOW WOULD YOU RATE OFFERS GIVEN BY PIZZA HUT?

VERY GOOD

 GOOD
SATISFACTORY
UNSATISFACTORY
Q.11 HOW WOULD YOU RATE OFFERS GIVEN BY DOMINOS?
VERY GOOD
GOOD
SATISFACTORY
UNSATISFACTORY
Q.12 WHAT WILL YOU SUGGEST PIZZA HUT TO IMPROVE ITS : PRICE
TASTE
QUANTITY
EMBIENCE
Q.13 WHAT WILL YOU SUGGEST DOMINOS TO IMPROVE ITS: PRICE
TASTE
QUANTITY
EMBIENCE