MARKETING STRATEGIES OF PIZZA HUT & DOMINOS

Project Report on

MARKETING STRATEGIES OF PIZZA HUT & DOMINOS

Marketing Strategies Of Pizza Hut
And Dominos

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.

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 

Marketing Strategies of Pizza Hut and Dominos

CONTENTS

S.No.	Topic	Page No
1	Chapter-1: Introduction	09
2	Chapter-2: Data Reduction & Presentation	49
3	Chapter-3: Data Analysis	59
4	Chapter-4: Summary and Conclusions	54
5	References/Biblography	65
6	Appendices	69

CHAPTER 1

INTRODUCTION

Introduction

Fast food is one of the world’s largest growing food types. India’s 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’

•      KFC

•      Pizza hut

•      Dominos pizza

•      Café coffee day

•      Barista

•      Subway

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

Market Share And Major Players

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

Other players form the rest 20%

Branded Pizza Market Share

·         Pizza hut

·         Dominos

·         Others

Other players mainly are

•      Smokin joe’s

•      Garcia’s

•      Papa john’s

•      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 domino’s 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, domino’s has developed a simple business model focused on delivering quality pizzas in a timely manner. Domino’s pizza, inc., completed its initial public offering in 2004 and is listed on the New York stock exchange. (source: domino’s 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..