PROJECT REPORT ON “COMPARITIVE ANALYSIS BETWEEN TWO BRANDS ” SUBMITTED FOR APPROVAL FOR CONDUCT OF FIELD RESEARCH FOR PARTIAL FULLFILLMENT OF THE BACHELOR IN BUSINESS ADMINISTRATION DEGREE FROM INTEGRAL UNIVERSITY, LUCKNOW Under the Kind Guidance of: Submitted By: Mrs. OROOJ SIDDIQUI SHAHRUKH BILAL B.B.A. III Year Roll No. :-0900129042 1
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PROJECT REPORT
ON
“COMPARITIVE ANALYSIS BETWEEN TWO BRANDS
”
SUBMITTED FOR APPROVAL FOR CONDUCT OF FIELD RESEARCH
FOR PARTIAL FULLFILLMENT OF THE BACHELOR IN BUSINESS
ADMINISTRATION DEGREE FROM INTEGRAL UNIVERSITY,
LUCKNOW
Under the Kind Guidance of: Submitted
By:
Mrs. OROOJ SIDDIQUI
SHAHRUKH BILAL
B.B.A.
III Year
Roll No. :-0900129042
1
INTEGRAL UNIVERSITY, LUCKNOW
2011-12
ACKNOWLEDGEMENT
We of BBA IIIrd year would like to convey my humble and kind
regards to our mentor Mrs. Orooj Siddiqui who guided us in making our
project. Without her constant guidance this onerous work would not have
been possible.
The industry which we 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 Domino’s & Pizza Hut who
have shared their expertise and knowledge with me and without whom the
completion of this project would have been virtually impossible.
2
This project report on “Comparitive Analysis between two brands-
Domino’s & Pizza Hut” focuses on the environmental establishment of fast
food industry in India I am also indebted to the executive manager of both
Pizza Hut, Domino’s & my friends for their unfailing cooperation during the
course of this project.
Thank You……………
TABLE OF CONTENT
3
S.N
o
Topic Page No. Signature
1 EXECUTIVE SUMMARY
2 INTRODUCTION
A) Company Profile
B) History
C) Mission.Core Values
D) Organization Chart
E) Background Of The Study 3 RESEARCH METHODOLOGY
4 MARKETING ANALYSIS
5 QUESTIONAIRE
FINDINGS
6 CONCLUSION
8 SWOT ANALYSIS
9 COMPARITIVE ANALYSIS
10 SUGGESTIONS
11 ANNEXURE
12 APPENDIX
EXECUTIVE SUMMARY
During the past four decades Domino’s and Pizza Hut has built a reputation for
excellence that has earned the respect of consumers and industry experts alike.
Building a leading company like Domino’s 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 Domino’s and pizza hut business through more than four decades of
success. Through the strength of its heritage, its culture and its people and
franchisees, Domino’s and 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
4
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 Domino’s 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
Domino’s 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 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.
5
INTRODUCTION
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
(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
Domino’s.
(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.
23
RESEARCH METHODOLOGY
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 interactionb. Secondary Data – through internet, articles, magazines etc.
24
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
Domino’s) Through internet, articles, magazines etc.
Sampling Plan :
Area Covered : LUCKNOW
SAHARA GANJ MALL EAST END MALL MG ROAD INDIRA NAGAR
Aliganj
Size : 50 Questionnaires From Customers
25
DATA ANALYSIS
Marketing Practices
Domino’s 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 and26
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,
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. Domino’s 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 McDonald’s, Papa John’s etc.
MARKET STRATEGIES
27
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 playersDistribution strategies of fast food chains in India
Segmentation, Targeting and Positioning
Demographic Segmentation
Domino’s 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).
Domino’s Marketing Mix (7 P’s)
28
After segmenting the market, finding the target segment and positioning itself,
each company needs to come up with an offer. The 7 P’s used by Domino’s are:
1.Product
2.Place
3.Price
4.Promotion
5.People
6.Process
7.Physical Environment
PRODUCT MIX :
29
v e g m e n u
C o u n t r y S p e c i a lF r e s h V e g g e iG o u r m e tD o u b l e C h e e s e M a r g h e r i t aP e p p y P a n e e rM a r g h e r i t aF a r m H o u s eD e l u x e V e g g i eC h e e s e A n d T o m a t o P i z z aM e x i c a n G r e e n H o u s e
n o n v e g m e n u
K e e m a D o P y a z aS p i c y C h i c k e nC h i c k e n M e x i c a n aC h e e s e & B a r b e q u e C h i c k e nB a r e q u e C h i c k e nC h i c k e n G o l d e n D e l i g h t
s i d e o r d e r s
P a s t a I t a l i a n o R e dC h i c k e n W i n g sC h e e s e J a l a p i n o D i pP a s t a I t a l i a n o W h i t eM e x i c a n W r a pG a r l i c B r e a d S t i c k s
f r o z e n d e s e r t s / b e v e r a g e s
S o f t D r i n k sC h o c o L a v a C a k e
Co- Branding
Domino’s has major tie-ups with various companies as their co- branding Strategy
Coca-Cola Fanta Sprite
PRICING STRATEGY:
30
Domino’s follows a pricing policy that is determined based on the economy of the
country. The pricing policy of Domino’s 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. • Domino’s 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 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
31
Size : Regular 17.8cm , Medium-25.4cm , Large -32.9cm
PROMOTION
Believe that the strength of Domino’s 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
Domino’s 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: Domino’s offers its customers a number of discount and
other promotions on purchasing Domino’s pizza.
2) Advertising : It is done in following ways
Online Advertising
Greater integration across all media channels for the new menu launch in February
2009
helped increase Domino’s presence in online advertising which resulted in great
profiling
opportunities for online ordering capabilities. All Domino’s banner advertising,
including the32
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 Domino’s 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
In 2004, Domino’s 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, Domino’s Pizza
technology
will triangulate the customer’s 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.
33
Packaging
Pizza and side order boxes account for most of the packaging used by Domino’s
Pizza, although some small items such as dips and desserts are packaged in other
materials. This fact sheet focuses on Domino’s Pizza box packaging
Design
Nearly 38 million pizza boxes are used by Domino’s Pizza in a year, each
one bearing the
unique Domino’s 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 2007 it launched the campaign, “You Got 30 Minute,” which built on the
Company’s 30-minute delivery heritage. In 2007 and 2008, each domestic stores contributed 4% of their retail sales
to advertising
PLACE :
34
Domino’s Pizza stores are established in almost 50 countries and they have
got more
than 8,000 stores worldwide.
The Domino’s 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.
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 Company- owned store operations,
which operate network of 489 Company-owned stores located in United
Pizza hut’s 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 hut’s
experience.
Service differentiation
Ordering ease
42
Once one enters the restaurant immediately the assistants initiates the ordering
process by providing the menu. All associates are well trained in English and can
take order from any customer.
Delivery
Pizza hut’s 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 doesn’t 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
43
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.
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. 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.
44
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.
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:
45
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.
PIZZA HUT IS PREFERRED OVER DOMINO’S
Keeping in view the sentiments in of Indian customers and our study we have
come to know that pizza hut dominates domino’s because of following reasons:
Variety Of Pizza
Good Ambience
46
Services Offered
Quality Of Pizza
Location Of The Outlet
Waiting Time In The Outle
47
Questionnaire analysis
PERSONAL DATA:
AGE :
15%
62%
23%
UNDER 16 16-25 26-35 35 AND ABOVE
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
Domino’s.
SEX:
48
54%46%
MALE FEMALE
Comment : On the basis of these chart 40% males and 60% females like Pizza.
1) How many times do you usually eat pizza?
15%
54%
31%MORE THEN 3 TIMES A WEEL UP TO 3 TIMES A WEEK ONCE A WEEK
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.
49
2) From Where You Came To Know About The Brand??
15%
20%5%45%
15%
Magazine Brand Leaflets NewsPapers
WRAP Hoardings Word Of Mouth
50
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.
3) Which brand do you more prefer Pizza Hut Or Domino’s ?
62%
38%
Pizza Hut Domino's
51
Comment: According to chart, 40% people prefer domino’s and 60% prefer Pizza
Hut
4) How Frequently you eat Pizza?
7%
57%
29%7%
Frequently Occassionaly
Rarely Hardly Anytime
52
Comment: If we analysis this chart we find 50% people visit occasionally, 30%
visit Rarely ,10% Visit frequently And rest 10% hardly anytime
5) you prefer to go to pizza hut because?
54%
23%
23%
Embience Taste
Satisfaction OF SERVICE Price
53
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?
43%
29%
21%7%
Very Good Good Satisfactory Bad
54
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 .
7) Which of the two brands can give satisfaction?
46%54%
Domino's Pizza hut
55
Comment: On the basis of this chart 60 % pizza hut gives satisfaction and 40%
Dom
8) Queue for a long time
7%
79%
14%
MOST OF THE TIME SOME OF THE TIME NEVER
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.
56
9) Restaurant cleanliness of Pizza Hut
64%
29%
7%
Most of the time Some of the time Never
Comment :On the basis of this chart 5%people never concerned, 70% are most
concerned, 25% are some time concerned about restaurant cleanness.
57
10) The staff are helpful of both both Pizza Hut And Domino’s
38%
62%
most of the time some of the time never
Comment: On the basis of this chart 40% are most concerned, 60% are some time
concerned, about staff helpfulness
58
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 Domino’s. pizza hut attracts high class people and domino’s attract middle class and
college or school students Restaurant of both Pizza Hut And domino’s are neat and clean. Pizza Hut gives more satisfaction than Domino’s. 4o% are most concerned, 60% are some time concerned, about general
service . Domino’s main targets are youngsters, kids. Pizza Hut main targets are family Pizza Hut has a very good feedback system Now days, Domino’s is also trying to take feedback of people through
consumer feedback form Domino’s is a self service restaurant Pizza Hut and Domino’s Both provides home delivery facility also. 60% people prefer to go to pizza Hut and only 40% of people prefer to go
to Domino’s.
59
CONCLUSION
From the comparative study of both pizza hut and domino’s we have came to know
that pizza market in India is dominated by pizza hut instead of Domino’s. 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 domino’s enters in
India in 1995 and now it has 220 outlets in India
But domino’s 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 domino’s pizza are
lesser than pizza hut pizza’s 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 domino’s because of following reasons:
Variety Of Pizza
60
Good Ambience
Services Offered
Quality Of Pizza
Location Of The Outlet
Waiting Time In The Outlet
Whereas domino’s is famous just because of its door step service and low pricing.
Thus in pizza market pizza hut dominates Domino’s
Swot Analysis
SWOT Analysis Of Domino’s
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
61
Weaknesses
Less variety Despite aggressive marketing efforts to rebrand Domino’s 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 Domino’s 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
62
SWOT Analysis Of Pizza Hut
Strength
Unmatchable quality and variety
Strong brand image
Customer satisfaction
Hygiene
Excellent service
63
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 John’s- World’s pizza makers
Low price points of competitors
COMPARATIVE PRICE ANALYSIS
64
f o o d i t e m s
B U R G E R & P I Z Z AB E V E R A G EC O M B OD E S S E R T S
m c D o n a l d s
R s 1 2 - 2 5R s . 2 0 - R s . 7 oR s 4 9 - 1 1 9R s 2 5 - 5 0
s u b w a y
R s 2 0 - 5 0R s . 4 5 - 1 7 5R s 6 5 - R s . 1 3 5R s 3 5 - 4 5
K F C
R s . 1 5 - 1 6R s 5 5 - 1 5 0R s 2 5 - R S 1 7 5R s 3 0 - 5 5
p i z z a h u t
R s 1 2 0 - 2 5 0p e t b e v . R s 4 0 - 6 0R s 5 5 - R s 1 7 5
d o m i n o s
R s 1 2 0 - 2 3 0R s 3 0 ( 6 0 0 m l )R s 3 5 - 1 4 0
SUGGESTIONS65
DOMINO’S
The Domino’s follows formal relationship but doesn’t involve its customers
for further association. McDonald’s 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
66
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 McDonald’s (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, TV’s, kids zone etc in the
restaurant
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BIBLIOGRAPHY
www. cyberessays.com/lists/Domino’s analysis
www.papercamp.com/group/Pizza Hut promotion strategy
www.Pizza Hut.com
www.Domino’s.co.in
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QUESTIONNAIRE
NAME AND ADDERESS
NAME : AGE:ADDERESS: CITY:SEX:
PHONE NO. AND E-MAIL ADDERESS
TELEPHONE NO. MOBILE NO.EMAIL ADDERESS: 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 BRAND’S LEAFLETS MAGZINES NEWS PAPER
Q.4 WHICH BRAND DO YOU PREFFER TO GO FOR HAVING PIZZA?
PIZZA HUT DOMINOS
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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
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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:-