Project Report on

MARKETING STARTEGIES OF PIZZA HUT & DOMINOS

In partial fulfilment of requirement for the
Award of Degree of M.Com
Subject:
Marketing Stratergies & Plans
Submitted By:
Mr.HiteshRohra
Roll No. 25
M.Com. Part I, Semester I

Under the Guidance of:

Prof. Mr. Prakash Mulchandani
SMT. CHANDIBAI HIMATHMAL MANSUKHANI COLLEGE
ULHASNAGAR 421003
UNIVERSITY OF MUMBAI
2014 2015

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Marketing Strategies Of Pizza Hut

And Dominos

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Thisistocertifythat,Mr.HiteshRohraofM.ComPartI,hassuccessfully
completedtheprojectin MarketingStrategies&Plans titled Marketing
StratergiesOfPizzaHut&Dominosundermyguidancefortheacademic
year 201415. The information submitted is true and original as per my
knowledge.

Mr.PrakashMulchandani
(InternalGuide)
Prof.GopiShamnDr.PadmaV.Deshmukh
(Coordinator,M.Com) (I/CPrincipal)

________________
ExternalExaminer
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DECLARATION
I, Mr. Hitesh Rohra student of SMT. CHANDIBAI HIMATMAL
MANSUKHANI COLLEGE, ULHASNAGAR studying in M.Com Part I,
Semester I, hereby declare that I have completed this project on
Marketing Stratergies Of Pizza Hut & Dominos for the subject
Marketing Strategies & Plans in the academic year 2014-15.The
information submitted is true and original to the best of my knowledge.

_______________
Mr.HiteshRohra

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ACKNOWLEGEMENT
To list who all have helped me is difficult because they are so
numerous and the depth is so enormous.
I would like to acknowledge the following as being idealistic
channels and fresh dimensions in the completion of this project
I take this opportunity to thank the University of Mumbai
forgiving me chance to do this project.
I would like thank my Principal, Dr. Padma V. Deshmukh for
providing the necessary facilities required for completion of this
project.
I would also like to express my sincere gratitude towards my
project guide Prof. Mr. Prakash Mulchandani whose guidance
and care made the project successful.
I would like to thank my college library, for having provided
Various reference books and magazines related to my project.
Lastly I would like to thank each & every person who directly or
indirectly helped me in completion of the project especially my
parents & peers who supported me throughout my project.

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EXECUTIVE SUMMARY
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.
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Objective of the 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 coustme.

To know the visit of customer in a week of pizza hut

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Marketing Strategies of Pizza Hut and Dominos

CONTENTS
S.No.

Topic

Page No

Chapter-1: Introduction

09

Chapter-2: Data Reduction & Presentation

49

Chapter-3: Data Analysis

59

Chapter-4: Summary and Conclusions

54

References/Biblography

65

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69

Appendices

CHAPTER 1
INTRODUCTION

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Introduction
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 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

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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

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Pizza hut

Dominos

Others

Other players mainly are

Smokin joes

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.

Brief History Of The Company, Dominos

The dominos brand was founded in the United States of America in 1960 by Thomas and
James Monaghan. Since then, that business has grown into a global network of over
8,500 pizza stores in more than 60 countries, involving over 2,000 franchises. Over its
49-year history, dominos has developed a simple business model focused on delivering

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quality pizzas in a timely manner. Dominos pizza, inc., completed its initial public
offering in 2004 and is listed on the New York stock exchange. (source: dominos pizza,
inc.)
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 U.S.A. Moreover, the company
holds the master franchisee rights for Sri Lanka and Bangladesh through its wholly
owned subsidiary..
Dominos pizza India has a network of 274 stores, in 55 cities, in 20 states and union
territories (as on 31st august 2009). According to the India retail report 2009,dominos are
the largest pizza chain in India and the fastest growing multinational fast food chain
between 2006-2007 and 2008-2009 in terms of number of stores.
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, happiness and
convenience to the lives of our consumers by delivering delicious pizzas to their doorstep
in 30 minutes or less, and its efforts are aimed at fulfilling this commitment towards its
large and evergrowing customer base.
Domino's pizza constantly strives to develop products that suit the tastes of its consumers
and hence delighting them. Domino's believes strongly in the strategy of 'think global and
act local. Thus, time and again domino's pizza has been innovating with delicious new
products such as crusts, toppings and flavors suitable to the taste buds of Indian
consumers. Further, providing value for money at affordable products to the consumers

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has been dominos motto. Initiatives such as fun meal and pizza mania have been
extremely popular with consumers.
The brand positioning of khushiyon ki home delivery (happiness home delivered) is the
emotional benefit dominos offer to consumers.
Major products they offer are pizzas, appetizers, pastas, cakes and beverages.

Brief History Of The Company, Pizza Hut

Pizza hut was started in 1958, by two brothers frank and dan carney in wichita, kansas.
They had the idea to open a pizza parlour. They borrowed $600 from their mother, and
opened the very first pizza hut. In 1959, the first franchise unit opened in topeka, kansas.
Ten years later, pizza hut was serving one million customers a week in their 310
locations. In 1970, pizza hut was put on the new york stock exchange under the ticker
symbol piz.
Until 1997, pepsi owned pizza hut, the company also controlled a vast network of fastfood operations that included kfc, pizza hut, and taco bell. With 29,000 locations across
the world, the restaurant group was the largest in the world. However, pepsico decided to
spin off its restaurant business as a separate company.
Pizza hut is one of the flagship brands of yum! Brands, inc., which also has kfc, taco bell,
a&w and long john silvers under its umbrella. Pizza hut is the worlds largest pizza chain
with over 12,500 restaurants across 91 countries
In India, pizza hut has 137 restaurants across 36 cities, including delhi, mumbai,
bangalore, chennai, kolkata, hyderabad, pune, and chandigarh amongst others. Yum! Is in

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the process of opening pizza hut restaurants at many more locations to service a larger
customer base across the country

Pizza Hut Vision And Mission

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 for 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.
A critical factor in pizza huts success has been a menu that has constantly evolved and
expanded to cater to the changing needs and specific preferences of customers in different
parts of the world. In having understood the pulse of the customers in India, pizza hut has
clearly established itself as a brand with an Indian heart. Besides offering an extensive
range of vegetarian pizzas, it was the first pizza chain to open a 100% vegetarian
restaurant in India in surat and later in ahmedabad and chowpatty, where it offers a jain
menu sans all root-based ingredients.

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Over the years pizza hut has also developed and successfully introduced a range of
products especially suited to the Indian palate. These products like chicken tikka, spicy
korma, picy paneer and the masala and tandoori pizzas have been a tremendous success.
What has also given pizza hut acompetitive edge is that in addition to an extensive range
of internationally renowned pizzas like the Italian, the proprietary pan pizza and stuffed
crust, in India the menu offers the option of a complete meal. It includes appetizers, a
salad bar - where the customers can make their own fresh salads, a range of soups, pastas
and desserts etc.

Core Competencies
Pizza Hut
Tracing Footsteps
Pizza hut is akin to the Indian heart and taste buds. Pizza hut has been able to capture the
heart and soul of Indians. This, they achieved through rapid Indianization of pizzas.
Chicken tikkas, tandoori range and spicy korma were welcomed by pizza lovers. In
addition to this, pizza hut takes pride in having the only 100% vegetarian pizza hut in the
world at ahmadabad, surat and mumbais chowpatty . It also has a special jain friendly
menu without root based ingredients and even serves salad dressings without eggs!!!
Through The Looking Glass
Thinking out of the box was never new at pizza hut. With the palat campaign, they
even nudged Indians to eat pizza backwards. The vehicle for this change was the stuffed
crust pizza which has become a huge hit. The pizzas outer crust has a stuffing of

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mozzarella cheese and one can run into people eating these pizzas backwards in many
outlets. Talk about bringing changes!!!
Pizza hut is really going global. Tuscani pastas that is truly italian is now at every pizza
hut outlet. With changing tastes of Indians and greater acceptance of international
cuisines, pizza hut has introduced 30 new items on its menu for this festival season. These
include beverages, pasta and desserts.
Pizza hut express outlets were launched at malls, airports, department stores and gas
stations which offers a reduced version of the menu for globe trotters and busy bees.
Moreover pizza hut is not just a hangout zone for youngsters. It organizes birthday
bashes, kitty parties and corporate lunches.
Pizza hut express outlets were launched at malls, airports, department stores and gas
stations which offers a reduced version of the menu for globe trotters and busy bees.

Dreaming Big
Pizza hut aims to be the number one restaurant chain in India and expects a turnover of
$1 billion by 2015. The yum restaurants plans to invest $150 million in the next 5 years
to expand the number of outlets to 1000 from the existing 215.
Dominos
Pizzas topped with cheese and happiness, dominos is committed to put an extra smile on
its customers faces, with a mission of exceptional people on a mission to be the best
pizza delivery company in the world! ".

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Tracing Footsteps
Many pizza lovers would still remember the havoc that occurred in mid april 2009 in
which some dull witted dominos employees posted a kitchen video of dominos that
clearly showed the lack of sanitation in their kitchen in youtube. The video attracted
millions of views in a few hours and was indeed viral. Dominos did an excellent job of
crisis management and used social media to spread a viral video in which the company
president took control of the situation and apologized to the public, announced separation
of the company from wrong doers and their prosecution. He also guaranteed that such
issues will not happen again. Dominos clearly proved that communication meant
engagement, transparency and responsiveness to the interaction with customers.

Through The Looking Glass

It has never been difficult for dominos to find out novel ways to enthrall its customers.
Delicacies that do not rip wallets have always got the crowd coming back to the dominos
although its ambience is not up to that of its competitors. Khushion ki home delivery,
where the order gets delivered in less than 30 minutes. All other activities, be it new
variants, great service, timely deliveries or more for the same price the effort of dominos
has always been directed towards making its customers happy.
Access To Crucial Resources
Pizza Hut
Workforce of pizza hut is chosen with the motto together we grow with primary
concern being quality of service, be it in terms of delivery or quality of pizzas. The

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employees undergo extensive training to achieve technical finesse and leadership

qualities. The newly chosen chefs are trained by the older and more experienced ones for
a period of about 20 days. Pizza hut takes pride in walking the talk with the leadership
principles of yum restaurants. These values include customer focus, trust in people,
recognition, accountability, excellence, positive energy and team work. The customer
focus is so high that they have separate systems in place to satisfy vegetarian customers.
Vegetarian dishes are prepared and served using separate green spatulas.
Moreover pizza hut is not just a hangout zone for youngsters. It organizes birthday
bashes, kitty parties and corporate lunches.
Pizza hut considers its employees to be the greatest strength. From the viewpoint of a
customer it is the variety and taste of pizzas which is directly tied to its employees!
The menu remains constant throughout the country and varieties are just added. The
newest entrants into the Indian menu were stuff crust pizzas and cheesy bites
Vegetables, meat, and other additives are supplied by one common vendor.

Dominos
Dominos has been voted as the best employer by leading news daily, times of India for
the year 2009. The chefs of dominos pizza India are recruited by the hr department
located in noida after careful evaluation. Employees at dominos are also smiling as they
get incentives on meeting sales target and are also credited for their performance.
Dominos has always been noted for the new items that spring up often in their menu.
Marketing department does a careful analysis of growing demands and changing tastes

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and puts together the new menu that tantalises palates, says marketing head, mr. Harneeth
singh.
The menu remains same throughout the country and so do systems and processes.
National level suppliers are a part of the dominos family. Dominos firmly believe that it
is these systems and processes that enable it to get a better edge over its competitors.
Dominos takes pride in its unbeatable delivery system. Delivery within 30 minutes
campaign was indeed revolutionary and is the best core competency that makes dominos
pizza a better experience than anyone else in the market.

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SWOT Analysis
Pizza Hut

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Dominos

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Competitors

Pizza Hut

The major competitors who lock horns with pizza hut are
Pizza corner
Dominos
Mcdonalds
Barista
Cafe coffee day
Subway
Papa johns

Dominos
The major competitors of dominos are

Pizza hut

Pizza corner

Mcdonalds

Barista

Cafe coffee day

Subway

Papa johns

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An analysis of the competitors of pizza hut and dominos

Subway

Pizza corner

Weakness

Strength

Still adapting to Indian taste

Kings of sandwich markets

Expensive

Customized preparations

Low investments in ad

Variety

Delivery not satisfactory

Quality

Kfc

More of chicken, less scope for Variety masters for chicken

Mcdonalds

veggies
Less variety

Burger leaders
Fast service
More offers

Papa johns

Expensive

Excellent quality
Variety

Ccd

Concentrate more on beverages, less

Quality

options on snacks

Barista

Expensive

Variety in beverages

Concentrate more on beverages, less

Excellent ambience

options on snacks
Expensive

Variety in beverages
Quality

Marketing Strategies
Pizza Hut
Adapting To Economic Environment

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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 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 eatouts. 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.

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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
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.

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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
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

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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

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middle class, upper middle class income families.

In psychographic segmentation they targeted a2, b1, b2 socio-economic classes.

In behavioral segmentation it was found that they were targeting the first time users
and also their regular users.

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

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

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

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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

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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.

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

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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

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

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(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

~ 35 ~

strategy that involved increasing ambiences and amusement for the customers.
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-theline 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

~ 36 ~

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 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

~ 37 ~

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

~ 38 ~

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

~ 39 ~

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
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.

~ 40 ~

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 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.

~ 41 ~

 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

~ 42 ~

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

~ 43 ~

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
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 longterm relationship with them. Thus, Dominos concentrate more on carrying out belowthe-line activities in the area it serves.

Sales Promotion

In India, Dominos has been associated with the NGOs devoted to the cause of

~ 44 ~

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.

Scope of the Study

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.

~ 45 ~

Methodology

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 accurately 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 suitability of the
system as well as the constraints that might restrict its effectiveness

~ 46 ~

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 50. This sample is considered as
representative.
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)

~ 47 ~

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 analysis consist of pie chart, Tabulation,
Graphic Representations, percentage analysis etc are used in the analysis
of data.

~ 48 ~

CHAPTER 2
DATA PRESENTATION

~ 49 ~

Q1. How often do you visit Pizza Hut?

(i) Weekly
Weekly
40%

(ii) Monthly
Monthly
30%

(iii) Occasionally
Occasionally
30%

Q2 which brand you prefer the most?

(i) Pizza Hut (Ii) Dominos (Iii) Other

~ 50 ~

Pizza hut
40%

Dominos
40%

Other
20%

Q3. Through which media you are getting information about Pizza Hut?
(i) TV (ii) Newspaper (iii) Pamphlets (iv) Bill Boards (v) Others

Tv
25%

Newspaper
15%

Pamphlets
20%

~ 51 ~

Bill boards
15%

Others
25%

Q4. Would you try a new food item launched Pizza Hut :
(e.g Conniza , Freshizza )
(i) Yes

Yes
65%

(Ii) No

No
35%

~ 52 ~

Q5. Specify your satisfaction with Pizza Hut according to the Quality?

Parameter
Quality

Excellent
25%

Good
35%

~ 53 ~

Average
25%

Poor
15%

Q6. Specify your satisfaction with Dominos according to the Quality?

Parameter
Price

Excellent
20%

Good
35%

~ 54 ~

Average
35%

Poor
10%

Q7. Specify your satisfaction with Dominos according to the Service?

Parameter
Service

Excellent
20%

Good
45%

~ 55 ~

Average
30%

Poor
5%

Q8. Compare Pizza Hut with the following food chains and rate them on a scale of 100.
Name
Pizza Hut
Dominos
Pizza Corner
Nirulas

Quality
25%
35%
20%
20%

Store
20%
45%
15%
20%

QUALITY

~ 56 ~

Service
25%
25%
20%
30%

Ambiance
15%
40%
25%
20%

STORE

SERVICE

~ 57 ~

AMBIANCE

~ 58 ~

CHAPTER 3
DATA ANALYSIS

~ 59 ~

On visiting Dominos and Pizza Hut we had the opportunity to interact with lot of
customers.All the analysis is based upon the customers of Coimbatore (Tier II city)
perceptions may change in different cities where the competition is more. For example, in
Mumbai these two pizza outlets faces stiff competition with other pizza companies (US
Pizza, Smoking Joes, Papa Johns, Garcias) which do not exist in Coimbatore.

Q.1 How often do you visit Pizza Hut?

According to the study

40% customers visit to pizza hut weekly.

30% customers visit to pizza hut monthly.

30% customers visit to pizza hut occasionally.

Q2 which brand you prefer the most?

According to the study

40% customers prefer pizza hut the most

40% customers prefer dominos the most.

30% customers prefer other

Q3. Through which media you are getting information about Pizza Hut?

~ 60 ~

According to the study

25% of customer get information about pizza hut from tv

15% of customer get information about pizza hut from newspaper

20% of customer get information about pizza hut from pamphlets

15% of customer get information about pizza hut from bill boards

25% of customer get information about pizza hut from other media

Q4. Would you try a new food item launched Pizza Hut?
According to the study

65% of customer would like to prefer the new items launched by pizza hut

35% of customer would not like to prefer the new items launched by pizza hut

Q5. Specify your satisfaction with Pizza Hut according to the Quality?
According to the study

25% of customer think the quality of pizza hut is excellent

35% of customer think the quality of pizza hut is good

25% of customer think the quality of pizza hut is average

15% of customer think the quality of pizza hut is poor

Q6. Specify your satisfaction with Dominos according to the Quality?

~ 61 ~

According to the study

20% of customer think the quality of dominos is excellent

35% of customer think the quality of dominos is good

35% of customer think the quality of dominos is average

10% of customer think the quality of dominos is poor

Q7. Specify your satisfaction with Dominos according to the Service?

According to the study

20% of customer think the service of dominos is excellent

45% of customer think the service of dominos is good

30% of customer think the service of dominos is average

5% of customer think the service of dominos is poor

Q8. Compare Pizza Hut with the following food chains and rate them on a scale of 100.
According to the study

Dominos is being highly prefered by customer in respect of quality in comparison

with pizza hut, pizza corner and nirulas.

Dominos is being highly prefered by customer in respect of store in comparison

with pizza hut, pizza corner and nirulas.

Nirulas is being highly prefered by customer in respect of quality in comparison

~ 62 ~

with pizza hut, pizza corner and dominos

Dominos is being highly prefered by customer in respect of ambiance in

comparison with pizza hut, pizza corner and nirulas.

Customer Reviews For Dominos Pizza

Mostly 60% of the customers come here for food and the others for enjoyment as
their basic requirement

Mostly customers come to dominos for take away pizzas

Most customers are from the middle income group or students whose disposable
income are relatively less

Generally everyone finds the taste of the pizzas to be good

Also the location of the restaurant mattered a lot as many people come to Dominos
since its located besides VOC park

Even we had food in the restaurant and we also found the taste to be great!
Also people preferred Dominos for their relatively lower price

Most Common Answers (From Customers)

Generally 65% of the orders are either take away orders or placed from outside. In
dining contributes only 35% of the revenue

The companys product recall 95% of the times relates to Delivery in 30 minutes or
food (which pertains to their Hungry Kya ?promotional campaign)

Enjoyment is perceived to be achieved after having the food quickly

~ 63 ~

 Dominos Brand thus relates mainly to service & delivery neither they promote their in
dining experience nor they spend revenue for it.
Customer reviews for Pizza- Hut

Mostly 80% of the customers come here for enjoyment, ambience and the rest
for food as the basic requirement

Mostly customers come to Pizza-Hut for dining experience

Most customers are from the higher income group
The customer service in the restaurant is also good
Generally everyone finds the taste of the pizzas to be good
Most Common Answers (from customers)

Generally 70% of the orders are in house orders i.e. dining. Orders which are either
take away or placed from outside contributes only 30% of the revenue

The companys product recall 90% of the times relates to ambience and enjoyment
Pizzas are secondary to enjoyment
Pizza Hut as a brand thus relates mainly to ambience and enjoyment with pizza.
Hence they promote their in dining experience with the tagline good friends great pizza

~ 64 ~

Chapter 4
Summary & Conclusions

~ 65 ~

Conclusion

Pizza Hut has many targets which it has achieve in a given period of time. The timeperiod 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 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.

~ 66 ~

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

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

~ 67 ~

they should increase their presence.

Limitation

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.

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.

Biblography
Websites:

http://en.wikipedia.org/wiki/Pizza_Hut access on 2nd march 2010.

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.

~ 68 ~

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%98management_gurus%E2%80%99_to_%E2%80%98corporate_chaplains
%E2%80%99:_a_review_of_spirituality_inc. (Accessed on 3 March 2011)

http://www.indiastudychannel.com/resources/2639-Bsc-it-rd-semester-SyllabusPunjab-technical-university.aspx (Accessed on 4 March 2011)

http://www.drpaulwong.com/index.php?
option=com_content&view=article&id=83:spirituality-and-meaning-atwork&catid=42:cl&Itemid=59 (Accessed on 4 March 2011)

http://www.workplacespirituality.info/SpiritualityCreativityBusiness.html (Accessed
on 4 March 2011)

http://www.freebizplan.org/business_strategies/soft_skills/spirituality.htm (Accessed
on 4 March 2011)

Appendix
Questionnaire
Name:

Gender: M / F

E-mail ID:
Age Group:

Mobile No. :
a) Below 18
b)18-28
d)Above 40

Occupation: a) Student

b)Business

c)28-40
c)Service

~ 69 ~

d)Housewife e) Any other

Q1. How often do you visit Pizza Hut?

(i) Weekly

(ii) Monthly

(iii) Occasionally

Q2 which brand you prefer the most?

(i) Pizza Hut

(Ii) Dominos

(Iii) Other

Q3. Through which media you are getting information about Pizza Hut?
(i) TV (ii) Newspaper (iii) Pamphlets (iv) Bill Boards (v) Others

Q4. Would you try a new food item launched Pizza Hut?
(e.g Conniza , Freshizza )
(i) Yes

(ii) No

Q5. Specify your satisfaction with Pizza Hut according to the Quality?

Parameter
Quality

Excellent

Good

Average

Poor

Q6. Specify your satisfaction with Dominos according to the Quality?

Parameter
Price

Excellent

Good

~ 70 ~

Average

Poor

Q7. Specify your satisfaction with Dominos according to the Service?

Parameter
Service

Excellent

Good

Average

Poor

Q8. Compare Pizza Hut with the following food chains and rate them on a scale of 100.
Name
Pizza Hut
Dominos
Pizza Corner
Nirulas

Quality

Service

~ 71 ~

Ambiance