harshit gupta.docx

8/18/2019 Harshit Gupta.docx

1/95

RESEARCH REPORT On

Factors Influencing Consumers Buying Behavior

In Fast Food Industry with special ref to

Dominos

Towards partial fulfillment of

BACHEO! OF B"#I$E## AD%I$I#T!ATIO$&BBA'

&BBD "niversity( uc)now)

Guided by: Submitted by:

Mrs. Harleen Kaur HARSHIT GPTA

R!ll"!. #

$$%&'($&''

Sessi!n &$*#&$

S+,!!l !- Manaement

Babu Banarasi /as ni0ersity1


2/95

#ector I( Dr* A)hilesh Das $agar( Fai+a,ad !oad( uc)now

&"*-*' India

2


3/95

Babu Banarasi /as ni0ersity#ector I( Dr* A)hilesh Das $agar( Fai+a,ad !oad( uc)now &"*-*' India

Declaration

I, HARSHIT GUPTA, student of BBA batch (2015-2016 dec!a"e that

the #"o$ect ent%t!ed &Factors Influencing Consumers Buying

Behavior In Fast Food Industry with special ref to Dominos” ,

%s ' o)n )o"* conducted unde" the su#e"+%s%on of "s Ha"!een .au" as a

#a"t%a! fu!f%!!'ent of "esea"ch "e#o"t P"o/"a' fo" the cou"se of BBA

sub'%tted to, and Babu Bana"s% as Un%+e"s%t , uc*no)

I fu"the" dec!a"e that to the best of ' *no)!ed/e the #"o$ect does not conta%n

an #a"t of an )o"* )h%ch has been sub'%tted fo" an othe" #"o$ect e%the" %n

th%s %nst%tute o" %n an othe" )%thout #"o#e" c%tat%on

HARSHIT GUPTABBA R 34AR

3


4/95

ACKNOWLEDGEMENT

I am BBA IIIrd year would like to convey my um!le and kind

re"ard# to our mentor Mrs. Harleen Kaur wo "uided u# in

makin" my $ro%ect& Witout er con#tant "uidance ti# my work

would not ave !een $o##i!le&

Te indu#try wic I ave taken 'or re#earc i# o#$itality& Te

o#$itality indu#try cover# a wide ran"e o' or"ani(ation# o''erin"

'ood #ervice and accommodation& Te o#$itality indu#try i#

divided into #ector# accordin" to te #kill)#et# re*uired 'or te

work involved& +ector# include accommodation, 'ood and

!evera"e, meetin" and event#, "amin", entertainment and

recreation, touri#m #ervice#, and vi#itor in'ormation&

I am e-tremely "rate'ul to te entire team o' Domino’s . Pizza

Hut wo ave #ared teir e-$erti#e and knowled"e wit me and

witout wom te com$letion o' ti# $ro%ect would ave !een

virtually im$o##i!le&

Ti# $ro%ect re$ort on “Factors Influencing ConsumersBuying Behavior In Fast Food Industry with special ref to

Dominos” 'ocu#e# on te environmental e#ta!li#ment o' 'a#t

'ood indu#try in India I am al#o inde!ted to te e-ecutive mana"er

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5/95

o' !ot /i((a 0ut, Domino1# . my 'riend# 'or teir un'ailin"

coo$eration durin" te cour#e o' ti# $ro%ect&

Tank 2ou33333

TABLE OF CONTENT

5

.N

o

To!i" Pa#e No. i#nature

4 E5EC6TI7E +6MMA82

9 INT8OD6CTION

A: Com$any /ro'ile

B: 0i#tory

C: Mi##ion& Core 7alue#

D: Or"ani(ation Cart

E: Back"round O' Te +tudy

; 8E+EA8C0 MET0ODOLOG2

< MA8KETING ANAL2+I+

= >6E+TIONAI8E

?INDING+

@ CONCL6+ION

+WOT ANAL2+I+

COM/A8ITI7E ANAL2+I+

4 +6GGE+TION+

44 ANNE568E49 A//ENDI5


6/95

E$EC%T&'E %MMA()

6


7/95

Durin" te $a#t 'our decade# ?a#t 'ood +ector a# !uilt a re$utation 'or

e-cellence tat a# earned te re#$ect o' con#umer# and indu#try e-$ert#

alike& Buildin" a leadin" com$any like Domino1# and leadin" $i((a

com$any a# re*uired relentle## innovation, commitment to *uality and

dedication to cu#tomer #ervice and value& Te *ualitie# o' entre$reneur#i$,

"rowt and leader#i$ ave caracteri(ed ?a#t 'ood +ector ut !u#ine##

trou" more tan 'our decade# o' #ucce##& Trou" te #tren"t o' it#

erita"e, it# culture and it# $eo$le and 'ranci#ee#, ?a#t 'ood +ector 0ut

look# 'orward to more #ucce## in 'uture&

Tere are di''erent o!%ective# o' every or"ani(ation& In order to acieve

te#e o!%ective# di''erent tar"et# are #et& Tar"et# $a## down te ierarcy

de$endin" on te nature o' te !u#ine##& Tere'ore, in order to acieve te

o!%ective#, mana"ement decide# on di''erent #trate"ie#& Te#e #trate"ie# are

divided into many #u!)$art# and are u#e'ul 'or te runnin" o' te Bu#ine##&

Te em$loyee# and te mana"ement know wat tey ave to acieve

trou" te tar"et# wic ave !een #et to tem and te #trate"ie# tey ave

ado$ted el$ tem know te way tey will acieve te o!%ective#&

+imilarly, /i((a 0ut and Domino1# a# di''erent tar"et# #et to tem and tey

ave ado$ted di''erent #trate"ie# to #ucce##'ully acieve te tar"et# #et&

Ti# re$ort $re#ent# an in)de$t !u#ine##, #trate"ic and marketin" analy#i#

o' Domino1# Cor$oration and $i((a ut& Te re$ort $rovide# acom$reen#ive in#i"t into te com$anie#, includin" !u#ine## #tructure and

o$eration#, ma%or #trate"ie# and key com$etitor#& Te allmark o' te re$ort

i# te detailed marketin" re#earc and analy#i# on te com$any& Te

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8/95

re#earc i# done wit $rede'ined o!%ective# and aim#, wit a $ro$er

de#i"ned $rocedure in order to carry out te re#earc work e''iciently and

e''ectively& Te re$ort al#o enli"ten# te +WOT +tren"t, Weakne##,

O$$ortunitie# and Treat#: Analy#i# o' te com$anie# #o a# to e-amine te

com$anie# key !u#ine## #tructure and o$eration#, i#tory and $roduct#, and

$rovide# #ummary analy#i# o' teir key revenue line# and #trate"y&

8


9/95

&NT(OD%CT&ON

Te 'ood market# in INDIA and te re#t o' te world are

"ettin" increa#in"ly more and more com$le- and com$etitive, #ome

o' te im$ortant rea#on# 'or #uc can"e are like increa#in" $ace

o' "lo!ali(ation, entry o' lar"e international and dome#tic 'irm in

te 'ood #ector, intra)re"ional movement o' con#umer#, lar"er

$ro$ortion o' workin" 'emale $o$ulation etc& Tere i# increa#in"

num!er and varietie# o' 'ood $roduction in te country and te

a!ove #ocio)economic can"e# ave re#ulted in increa#ed intere#t

in te 'ood #ector amon" te !u#ine## $ractitioner# and re#earcer#&

Te indu#try wic we ave taken 'or re#earc i# o#$itality&

Te o#$itality indu#try con#i#t# o' !road cate"ory o' 'ield# witin te

#ervice indu#try tat include# lod"in", re#taurant#, event $lannin",

teme, tran#$ortation, crui#e line, and additional 'ield# witin te touri#m

indu#try& Te o#$itality indu#try i# a #everal !illion dollar indu#try tat

mo#tly de$end# on te availa!ility o' lei#ure time and di#$o#a!le income& A

o#$itality unit #uc a# a re#taurant, otel, or even an amu#ement $ark

con#i#t# o' multi$le "rou$# #uc a# 'acility maintenance, direct o$eration#

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10/95

#erver#, ou#ekee$er#, $orter#, kitcen worker#, !artender#, etc&:,

mana"ement, marketin", and uman re#ource#&

Te o#$itality indu#try cover# a wide ran"e o' or"ani(ation# o''erin" 'ood

#ervice and accommodation& Te o#$itality indu#try i# divided into #ector#

accordin" to te #kill)#et# re*uired 'or te work involved& +ector# include

accommodation, 'ood and !evera"e, meetin" and event#, "amin",

entertainment and recreation, touri#m #ervice#, and vi#itor in'ormation&

Hos!italit* &n+ustr* &n &n+ia

0o#$itality #e"ment, %u#t like many oter #e"ment# in India i# !oomin" at

an un$recedented $ace& India 'ace# a u"e callen"e o' !ein" under

roomed wile te economy i# "rowin" ra$idly& Ti# $rovide# 'or a u"e

o$$ortunity 'or o#$itality indu#try& A lot o' lar"e real e#tate develo$er# are

al#o inve#tin" into ti# !u#ine## to !rid"e te demand)#u$$ly "a$ and

levera"e te o$$ortunity&

0i# i# mo#tly driven due to #tron" "rowt in it, B/O #e"ment#, increa#e in

'orei"n traveler#, em$a#i(ed 'ocu# on touri#m !y "overnment, a''orda!le

airline# 'are#, etc& +everal oter 'actor# #uc a# commonwealt "ame# in

Deli are 'uelin" te need 'urter& Te middle cla## i# !ecomin" more

$ro#$erou# and native Indian touri#t travel i# "rowin" ra$idly, $articularlyin $lace# #uc a# Goa, Kerala and 8a%a#tan&

10


11/95

Ban"alore, 0ydera!ad, Cennai, Gur"aon, /une and te #u!ur!# o'

Mum!ai are te area# attractin" international inve#tment and a# e-$ected,

are te citie# wit te lar"e#t develo$ment $i$eline#& Com!ined, te#e citie#

account 'or o' te 4@4 $ro%ect# in te $i$eline and 4@,F;< "ue#troom#,

wic i# @ o' te room# in IndiaH# total $i$eline&

In o#$itality indu#try we ave covered 'a#t 'ood cain#1 cate"ory&

A 'a#t 'ood cain# $re$are# and

#erve# 'ood, drink and de##ert to cu#tomer# in return 'or money& Meal# are

"enerally #erved and eaten on $remi#e#, !ut many re#taurant# al#o

o''er take)out and 'ood delivery #ervice#& ?a#t 'ood cain vary "reatly in

a$$earance and o''erin"#, includin" a wide variety o' te main

ce'H# cui#ine# and #ervice model#&

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12/95

Te to$ic o' our re#earc i# Factors Influencing ConsumersBuying Behavior In Fast Food Industry Special Ref

to Dominos

b$ect%+e of Stud

12


13/95

The b"oad ob$ect%+es of the #"o#osed stud %s to e#!o"e the consu'e"

beha+%o" fo" food #"oducts %n Ind%a The"e has not been an stud,

)h%ch has co+e"ed these %ssues (as d%scussed abo+e, es#ec%a!! %n

Ind%a contet, %n "ecent #e"%od 4ssent%a!!, the stud )ou!d atte'#t to

ans)e" the fo!!o)%n/ s#ec%f%c "esea"ch 7uest%ons-

• 8hat a"e the facto"s affect%n/ #u"chase dec%s%ons fo" 'a$o"

cate/o"%es of food #"oduct %n Ind%a 9

• 8hat %s the #e"ce#t%on of 7ua!%t about +a"%ous cate/o"%es of food

#"oducts9

• 8hethe" the"e %s chan/e %n the food consu'#t%on hab%ts and

#u"chase dec%s%ons fo" #eo#!e afte" the%" 'o+e'ent to d%ffe"ent

"e/%ons9 If es, )hat a"e the facto"s "es#ons%b!e fo" these

chan/es 9

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14/95

CONSUMER BUYING BEHAVIOR

Understanding the buying behavior o the target !ar"et is

the essentia# tas" o !ar"eting !anage!ent under !ar"eting

$on$e%t& 'he $onsu!er !ar"et $onsists o a## the individua#s

and househo#ds (ho buy or a$)uire good and servi$es or

%ersona# $onsu!%tions& 'he buying behavior tries to *nd out

the ans(ers or the )uestions+ (ho buys, Ho( do they buy,

-here do they buy, .o they buy,

(A) FACTORS INFLUENCING CONSUMER BUYING

BEHAVIOR

'here are our !a/or a$tors that in0uen$e the buying behavior

su$h as $u#tura# a$tors+ so$ia# a$tors+ %ersona# a$tors+ and

%sy$ho#ogi$a# a$tors&

i& CULTURAL FACTORS: Cu#ture is the !ost unda!enta#

deter!inant o a %erson (ants and behavior& Va#ues+

%er$e%tions+ %reeren$es+ and behavior are the !ain

variab#e under $u#ture o an individua#& Ea$h $u#ture

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15/95

$ontains sub1$u#ture #i"e nationa#ity+ re#igious grou%+

geogra%hi$a# area+ and #inguisti$ divisions et$&

ii& SOCIAL FACTORS: A $onsu!er behavior is a#soin0uen$ed by so$ia# a$tors su$h as the $onsu!er

reeren$e grou% a!i#y and so$ia# ro#es and status&

iii& PERSONAL FACTORS: A buyer de$ision is a#so

in0uen$ed by his or %ersona# $hara$teristi$s+ notab#y the

buyers age+ #iesty#e+ o$$u%ation+ e$ono!i$ $ir$u!stan$es

et$&

PSYCHOLOGICAL FACTORS: a %erson buying $hoi$e is a#so

in0uen$ed by our !a/or %sy$ho#ogi$a# a$tors su$h as

!otivation+ %er$e%tion+ #earning be#ie and attitudes&

(B) BUYING DECISION PROCESS

It in$#udes buying ro#es+ ty%es o buying and ste%s in buying

%ro$ess&

I. BUYING ROLE

'he buying ro#e $ou#d be $#assi*ed into our %arts& 'hese are

initiator+ in0uen$er+ de$ider and buyer&

II. TYPES OF BUYING BEHAVIOR

Consu!er de$ision ta"ing varies (ith the ty%e o buying

de$ision& 'here are our ty%es buying behavior su$h as Co!%#e2

buying behavior+ Habitua# buying behavior+ Variety see"ing

buying behavior&

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16/95

III. STAGES IN BUYING DECISION PROCESS

Here are *ve stages in buying de$ision %ro$ess na!e#y %rob#e!

re$ognition sear$h+ eva#uation o a#ternatives %ur$hase de$isionand %ast %ur$hase behavior&

NEED RECOGNITION

'he buying %ro$ess starts (ith the buyer3s re$ognition o a

%rob#e! o need& 'he buyer senses a di4eren$e bet(een his

a$tua# state and desired state&

INFORMATION SEARCH

'here are di4erent sour$es ro! (here a $onsu!er $an gather

inor!ation #i"e %ersona# sour$es $o!!er$ia# sour$es+

e2%eri!enta# sour$es&

EVALUATION OF ALTERNATIVES

Ater gathering inor!ation about di4erent %rodu$ts the

$usto!er (i## be in a uss as to $hoose (hi$h %rodu$t a!ong

the !ain#y a#ternatives $onsu!er usua##y eva#uate the

a#ternatives on traditiona# basis+ on the basis o uti#ity un$tion

et$& ro! the !any a#ternative $onsu!ers at #ast $hoose the

best one or hi!&

PURCHASE DECISION

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17/95

A $onsu!er (ho de$ides to e2e$ute %ur$hase intention (i## be

!a"ing u% to *ve %ur$hase de$isions&

POST PURCHASE BEHAVIOR

Ater %ur$hasing the %rodu$t and servi$es the $onsu!er (i##

e2%erien$e so!e #eve# o satisa$tion or dissatisa$tion (ith the

%rodu$t and servi$es that (i## in0uen$e subse)uent behavior& I

$onsu!er is satis*ed he !ay sho( the %robabi#ity o buying the

%rodu$t the ne2t ti!e+ satis*ed $usto!er (i## say good thing

about the %rodu$t+ %roving the state!ent that 5satis*ed

$usto!er is the best

advertise!ent&6 A dissatis*ed $usto!er !ay ta"e so!e a$tion

against it& 'hey !ay try to redu$e the dissonan$e by

abandoning returning the %rodu$t&

Understanding $onsu!er needs and buying %ro$ess is the

oundation o any $o!%any& By understanding ho( buyers go

through %rob#e! re$ognition+ inor!ation sear$h eva#uation o

a#ternatives+ the %ur$hase de$ision and %ost %ur$hase behavior

!ar"eters $an %i$" u% !any $#ues as to ho( to !eet buyers

need&

17


18/95

LITERATURE REVIEW

Marketing

Mar"eting is a so$ieta# %ro$ess by (hi$h individua#s and

grou%s obtain (hat they need and (ant through $reating+

o4ering and ree#y e2$hanging %rodu$ts and servi$es o va#ue

(ith others or other (ise it is the %ro$ess o %#anning and

e2e$uting the $on$e%tion+ %ri$ing+ %ro!otion and distribution o

ideas+ goods+ servi$es to $reate e2$hanges that satisy

individua# and organi7ationa# goa#s&

Marketing

Strategy

Mar"eting strategy is a set o ob/e$tives+ %o#i$ies and ru#es that

#eads the $o!%any8s !ar"eting e4orts& It is the !ar"eting

a%%roa$h to a$$o!%#ish the bread ob/e$tive o the !ar"eting

a%%roa$h to a$$o!%#ish the bread ob/e$tive o the !ar"eting

%#an& 'he various %ro$ess o !ar"eting strategy are given

be#o(&

9&Se#e$ting #argest !ar"ets seg!entation

:&;ositioning


19/95

=&;ri$e

>&;#a$e

?&;ro!otion

@&Resear$h and deve#o%!ent

&Mar"eting resear$h

Market segmentation and selecting target market

It is an e4ort to in$rease a $o!%any8s %re$ision !ar"eting& 'he

starting %oint o any seg!entation dis$ussion is !ass

!ar"eting& In !ass !ar"eting+ the se##er engaged in the !ass

%rodu$tion+ !ass distribution and !ass %ro!otion o one

%rodu$t or a## buyers& Mar"et seg!ent $onsists o a #arge

identi*ab#e grou% (ithin a !ar"et (ith si!i#ar (ants+

%ur$hasing %o(er geogra%hi$a# #o$ation+ buying attitudes or

buying habita& It is an a%%roa$h !id(ay bet(een !ass!ar"eting and individua# !ar"eting& 'hrough this the $hoi$e o

distribution $hanne#s+ and $o!!uni$aton $hanne#s be$o!e

!u$h easier& 'he resear$hers try to or! seg!ents by #oo"ing at

$onsu!er $hara$teristi$s geogra%hi$+ de!ogra%hi$+ and

%sy$hogra%hi$& Ater seg!enting the !ar"et then target !ar"et

se#e$ted&

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20/95

2. Positionin! " T#$ %ositionin is & '$&ti$ $*$'is$+on, ,it# &n $*istin %o+-'t. t#$ ,$ /no,n %o+-'ts$n$&0 #o+ & +istin'ti$ %osition in 'ons-1$s 1in+s.T#$ %ositionin $3-i$s t#&t $$0 t&ni4$ &s%$'t o5

%o+-'t6 %i'$6 %&'$ &n+ %o1otion 1-st s-%%ot t#$'#os$n %ositionin st&t$0. Co1%&n0 s#o-+ +$$o% &-ni3-$ s$in %o%osition (USP) 5o $&'# 4&n+ &n+ sti'/to it6 PPL 'onsist$nt0 %o1ot$s its DAP 5$tii7$ 40

Hi#$ 0i$+ &t o,$ 'ost. As 'o1%&ni$s in'$&s$ t#$n-14$ o5 '&i1s 5o t#$i 4&n+6 t#$0 is/ +is4$i$5 &n+ &oss o5 '$& %ositionin. In $n$& & 'o1%&n0 1-st&oi+ 5o- 1&8o %ositionin $os. T#os$ &$ -n+$ %ositionin o$ %ositionin6 'on5-s$+ %ositionin &n++o-4t5- %ositionin.

9. Po+-'t! " A product is any ofering that can satisy a need

or want. The major types o basic oferings are goods, services,

eperiences, events, places, properties, organi!ations,

inormation and ideas. The company gives more importance in

"uality, packaging, services etc. to satisy the customers. The

products has it#s lie cycle. The product strategies are modi$ed

in diferent stages o product lie cycle.

:. Pi'$! " %t is the most important aspect in company#s point o

view. &rice o the product will be decided by the company

according to the competitor#s price.

5. Place: - This plays a major role in the entire marketing

system. The company emphasis on it#s distribution network.

&roper distribution network gives proper availability o the

product.

;. Po1otion! " &romotion is the one o the major aspects in

marketing strategies. 'y adopting various promotional activities

20


21/95

the company create strong brand image. %t also helps in

increasing the brand awareness. %t includes advertising, sales

promotioins and public relations etc.


22/95

B&n+

n&1$

C$+it

t$1s

Di$'t

1&/$tin

In$nto0

P&'/&in T&ns%ot

Si7$s

S$i'$s

W&&nti$

$t-ns

MARKETING STRATEGY

Mar"eting is not Eu$#idean geo!etry a *2ed syste! o

$on$e%t& Rather !ar"eting is one o the dyna!i$ *e#ds (ith in

the !anage!ent arena& 'he !ar"et a$es $ontinua##y a ne(

$ha##enge everyday and $o!%anies !ust res%ond to it

%ositive#y& 'hereore it is not sur%rising that ne( !ar"et idea

"ee% sura$ing to !eet ne( !ar"et %#a$e $ha##enges&

'he !ar"et %ro$ess is a%%#i$ab#e to !ore than goods and

servi$es& Anything re#ated to !ar"et in$#uding ideas+ events+

%o#i$ies+ %ri$es and %ersona#ities $o!es under !ar"et strategy&

Ho(ever it is i!%ortant to e!%hasi7e o%%ortunity in the !ar"et

through !ar"et strategy&

o##o(ing strategies ado%ted by the organi7ation&

A ston 3-&it0 o5 t#$ %o+-'t &n+ '-sto1$

s&tis5&'tion!

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23/95

Custo!ers a#(ays be#ieve in good )ua#ity %rodu$t& in !y

survey I ound that in %er$entage ter! !ore %eo%#e is )ua#ity

$ons$ious and not %ri$e $ons$ious& Custo!er satisa$tion is

very i!%ortant %art o the organi7ation that at any $ost they

have to u#*##&

A o,in $&tions#i% ,it# '-sto1$ &n+ '-sto1$

$t$ntion!

No(adays a good re#ation (ith $usto!er is very i!%ortant

or organi7ation& Sa#e is tota##y de%ending on the re#ation (ith

the $usto!ers& Custo!er8s retention is a#so a !a/or as%e$t or

gro(ing business& It !eans "ee% the o#d $usto!er and try to

!a"e ne( $usto!er&

Fo'-s on 'o1%$titos &'tiit0!

Every organi7ation shou#d !ust be $areu# about it8s

$o!%etitors ste%+ be$ause they $an disturb the gro(ing sa#es

%ro$ess o the organi7ation&

A o,in $1%#&sis on o4& t#in/in &n+ o'&

1&/$tin %&nnin!

Co!%anies are in$reasing by %ursuing !ar"et beyond their

borders& -hen they enter other $ountries they !ust o##o( the

tradition o that $ountry and a#so they !a"e %#an or #o$a#

!ar"et that (hi$h ty%e o %rodu$t has !ore de!and and ho(

$an it run in the !ar"et&

Po1otion& St&t$0

23


24/95

Under the !ar"et strategy %ro!otiona# idea is very

i!%ortant& Organi7ation %rovides so!e s$he!es or rebates to

retai#ers or $onsu!ers& 'hey !a"e advertise!ent a$$ording to

$onvenient o the %eo%#e and the eature o the %rodu$t&

So on the basis o !ar"eting strategy a organi7ation runs in

the !ar"et& It is severa# ty%es o (hi$h !a"es he#%u# to

in$rease sa#es and turnover o the organi7ation&

DOM&NO’ O(,AN&-AT&ON P(OF&LE

Te international 'a#t 'ood $i((a delivery cor$oration, Dominos /i((a, i#

a renowned and $o$ular coice amon"#t $eo$le 'or reli#in" teir 'avorite

'a#t 'ood, te /i((a& Wit it# ead*uarter# located %u#t out#ide Ann Ar!or,

Mici"an, 6+, te Dominos Pizza a# intere#tin" !ack"round& Today,

ti# u"e 'ranci#e a# a $ro'ound "lo!al im$act and a# , cor$orate

and 'ranci#e #tore# in more tan =< countrie#& In 9


25/95

It all #tarted in te year 4@, wen two !roter# named Tom and ame#

Mona"an !ou"t a #mall $i((eria in Mici"an !y te name o' Dominick1#

/i((a& Tey !ou"t it 'or J= and "ave a down $ayment o' JF=& A'ter

mont#, ame# *uit and traded i# #are# wit i# !roter 'or a #econd and

7olk#wa"en car& Ti# led Tom to revitali(e te ima"e o' te eatin" %oint and

name it Domino# /i((a&

In te year 4@, a 'ire de#troyed te com$any1# ead*uarter#& In te year

4F=, anoter indrance came in te 'orm o' a trademark)in'rin"ement

law#uit !y Am#tar, te maker o' Domino #u"ar& De#$ite te#e o!#tacle#,

Domino# /i((a e-$anded a# a !rand and in 4F, te 9 t Domino# /i((a

'ranci#e wa# o$ened& Be'ore te end o' te #eventie#, tere were over 9

'ranci#e# o' Domino# /i((a in 6+ and it #tarted to $re$are to launc it#el'

on an international #cale&

In te year 4;, Domino# /i((a o$ened it# 'ir#t international 'ranci#e at

Winni$e", Manito!a, Canada& Ti# wa# a ma%or #te$ in decentrali(in" it#

o$eration#& By te end o' 4;, it al#o o$ened anoter 'ranci#e at

Bri#!ane, Au#tralia& 2et anoter mile#tone in tat year wa# te o$enin" o'

te 4t Domino# /i((a outlet& ?rom ere on, te num!er o' Domino#

/i((a 'ranci#e# increa#ed *uickly all over te world&

De#$ite international reco"nition, Domino# /i((a $rimarily remained a# a

traditional 'a#t 'ood %oint& It ad a very #im$le menu and only #old one ty$e

o' $i((a cru#t tat wa# named te re"ular $i((a1& Te $i((a dou" wa#

25


26/95

#a$ed !y to##in" it in air and $ullin" it into #a$e& Only two #i(e# o' te

$i((a dou" e-i#ted !e'ore tey added medium and e-tra lar"e owin" to

"rowin" com$etition& Tere wa# a!#olutely no conce$t o' #ide di# and #ide

oter# and te only !evera"e tat wa# availa!le wit it wa# Coca Cola

Cla##ic&

Ti# traditional outlook o' Domino# wa# can"ed in 4, wen te Dee$

/an /i((a wa# introduced& Te com$any wa# !ein" 'orced to can"e

accordin" to te market demand& Ti# in 'act con#olidated te 'inancial !a#e

o' te !rand and al#o en#ured 'urter "rowt o' Domino# /i((a a# a !rand&

Te move to can"e te menu and add item# tat wa# $re'erred !y "eneral

$u!lic made it $o$ular amon" many and tat year, Domino# /i((a o$ened

it# =t #tore& Till ti# time, Domino# ri"orou#ly marketed teir !rand and

made it $o$ular all over te world&

Com!an* Histor*

26


27/95

Dominos Pizza i# te #econd lar"e#t 'ranci#ed $i((a cain in te 6&+&A&,

and te i#tory o' Domino# /i((a i# #imilar to it# rival /i((a ut two

!roter# #tarted it wit !orrowed e*uity in te #i-tie#& Tom and ame#

Mona"an !ou"t a #mall Mici"an /i((eria called DominickH#, wic wa#

%ointly run !y tem until ame# traded i# #are 'or a #econd and car& Tom

revitali(ed te ima"e !y can"in" te name to Domino# /i((a &

By te late #eventie# tere were over 9 'ranci#e $i((a !u#ine##e# in te

+tate# and Domino# /i((a wa# ready to "o International& In 4; Domino#

/i((a o$ened it# door# in Winni$e", and in te #ame year o$ened it# one

tou#andt #tore& Later tat #ame year DominoH# cor$orate i#tory wa# to

!e"in in Au#tralia wit it# 'ir#t 'ranci#e in Bri#!ane, on te Ea#t coa#t&

Te location# 'or Domino# /i((a "rew *uickly 'rom ere a# tey #$run" u$

in all #ort# o' diver#e $lace# includin" Bo"ot& De#$ite DominoH# /i((a

#$rin"in" u$ diver#e location#, tey were #till a er* tra+itional "om!an*&

DominoH# /i((a menu ad !een ke$t very #im$le and #treamlined tey only

#old one ty$e o' $i((a cru#t wic tey named te re"ular $i((a& DominoH#

/i((a dou" wa# #a$ed !y to##in" te dou" and $ullin" it into #a$e& Te

$i((a menu included %u#t two #i(e# o' dou", it wa# not until muc later tat

com$etition 'orced tem to add a medium and e-tra lar"e #i(ed $i((a& Tere

were no #uc tin"# a# #ide order# you could ave /i((a, $i((a or /i((a and

you could only drink a Coke wit it&

27


28/95

M&LETONE

Like mo#t cor$orate #ucce## #torie#, DominoH# #tarted out #mall ) wit %u#t

one #tore in 4@& Now, DominoH# /i((a i# cele!ratin" over 'orty year# o'

deliverin" 'ood, 'un and innovation&

DOM&NO’ P&--A T&MEL&NE

4@)Tom Mona"an and i# !roter ame# $urca#e Dominick1#, a $i((a

#tore in 2$#ilanti, Mici"an& Mona"an !orrowed J= to !uy te #tore&

4@4 )ame# trade# i# al' o' te !u#ine## to Tom 'or a 7olk#wa"en Beetle&

4@=)Tom Mona"an i# #ole owner o' com$any, and rename# te !u#ine##

DominoH# /i((a, Inc&

4@F)Te 'ir#t DominoH# /i((a 'ranci#e #tore o$en# in 2$#ilanti, Mici"an&

4@)Com$any ead*uarter# and commi##ary are de#troyed !y 'ire& ?ir#t

DominoH# #tore out#ide o' Mici"an o$en# in Burlin"ton, 7ermont&

4F=)Am#tar Cor$&, maker o' Domino +u"ar, in#titute# a trademark

in'rin"ement law#uit a"ain#t DominoH# /i((a&

4) ?ederal court rule# DominoH# /i((a did not in'rin"e on te Domino

+u"ar trademark&

28


29/95

4;)DominoH# 'ir#t international #tore o$en# in Winni$e", Canada& Te

4t DominoH# #tore o$en#& Te 'ir#t DominoH# #tore o$en# on te

Au#tralian continent, in >ueen# land, Au#tralia&

4)DominoH# /i((a #i"n# it# 4,t 'ranci#e&

4 )DominoH# roll# out Bread#tick#, te com$anyH# 'ir#t national non)$i((a

menu item&

4)DominoH# launce# anoter indu#try innovation, DominoH# 0eat Wave,

a ot !a" u#in" $atented tecnolo"y tat kee$# $i((a oven)ot to te

cu#tomerH# door&

9)DominoH# /i((a International o$en# it# 9,t #tore out#ide te

6nited +tate#&DominoH# /i((a cele!rate#


30/95

Domino’s 'ision tatement

DominoH# vi#ion i# 'ocu#ed on “E/"e!tional !eo!le on a mission to 0e t1e

0est !izza +elier* "om!an* in t1e 2orl+3 4.

DominoH# i# committed to !rin"in" 'un and e-citement to te live# o' our

cu#tomer# !y deliverin" deliciou# $i((a# to teir door#te$ in ; minute# or

le##, and all it# #trate"ie# are aimed at 'ul'illin" ti# commitment toward# it#

lar"e and ever)"rowin" cu#tomer !a#e&

Domino’s Mission tatement5

It# mi##ion #tatement i# “E/"e!tional 6ran"1isees an+ team mem0ers on

a mission to 0e t1e0est !izza +elier* "om!an* in t1e 2orl+.”

&t im!lement t1is mission statement 0* 6ollo2in# a 0usiness strate#*

t1at)

P /ut# 'ranci#ee# and Com$any)owned #tore# at te 'oundation all tinkin"

and deci#ion#

P Em$a#i(e# a!ility to #elect, develo$ and retain e-ce$tional team

mem!er# and 'ranci#ee#

P/rovide# a #tron" in'ra#tructure to #u$$ort #tore#

P Build# e-cellent #tore o$eration# to create loyal cu#tomer#

30


31/95

Domino’s in &n+ia

DominoH# /i((a India Ltd& wa# incor$orated in Marc 4= a# te ma#ter

'ranci#ee 'or India and Ne$al, o' DominoH# /i((a International Inc&, o'

6+A& Moreover, te com$any old# te ma#ter 'ranci#ee ri"t# 'or +ri

Lanka and Ban"lade# trou" it# wolly owned #u!#idiary& Mr& +yam +&

Bartia and Mr& 0ari +& Bartia o' te u!ilant Or"ano#y# Grou$ were te

$romoter# o' te com$any&

+ince ince$tion, DominoH# /i((a India Ltd& a# $roceeded to !ecome one o'

te lar"e#t and 'a#te#t "rowin" international 'ood cain# in +out A#ia& Te

'ir#t DominoH# /i((a #tore in India o$ened in anuary 4@, at New Deli&

Today,

DominoH# /i((a India a# "rown into a countrywide network o' over 4@=

outlet# in ;; citie# and i# te leader in te 'a#t 'ood delivery #e"ment&

Domino’s &n Lu"7 no25

Tere are tree Domino1# in Luck now

• +ara"an% Mall

• Ali"an%

• Indira na"ar

• Alam!a" A#iana:

• Cowk

31


32/95

• 0a(arat"an%

• Gomti Na"ar

Or#anization tru"ture

32


33/95

33


34/95

P&--A H%T O(,AN&-AT&ON P(OF&LE

/i((a 0ut Inc& i# te lar"e#t $i((a re#taurant com$any in te world in term#o' !ot te num!er o' outlet# and te $ercenta"e o' market #are tat it

old#& A #u!#idiary o' /e$#iCo, Inc&, te com$any ove8#ee# more tan

44, $i((a re#taurant# and delivery outlet# in countrie# worldwide& In

Octo!er 4F, te com$any e-$ected to !ecome a #u!#idiary o' Tricon

Glo!al 8e#taurant#, Inc&, 'ormed 'rom te #$in)o'' o' /e$#iCoH# re#taurant

oldin"&/i((a 0ut E-$re## and Te 0ut location# are 'a#t

'ood re#taurant#& Tey o''er a limited menu wit many $roduct# not 'ound

at traditional /i((a 0ut#& Te#e ty$e o' #tore# are o'ten $aired in

collocated location wit a #i!lin" !rand #uc a# Win" +treet, K?C or Taco

Bell, and are al#o 'ound on colle"e cam$u#e#, 'ood court#, teme $ark#, and

in #tore# #uc a# Tar"et&

Com!an* Histor* 5

Te i#tory o' /i((a 0ut !e"an in 4= wen ?rank and Dan Carney

o$ened te 'ir#t #tore in Wicita Kan#a#& ?rank and Dan were !roter# and

!e#t 'riend#& In 4=, tey a#ked teir moter to !orrow @& and tey

#ucce##'ully #tarted te now world renowned re#taurant called /i((a 0ut&

Te !roter# decided tat tey wanted te word $i((a in te name o' te

re#taurant and #ince te $lace it#el' reminded tem o' a ut, tey came u$

wit /i((a 0ut& Tey !a#ed teir !u#ine## on *uality and cu#tomer #ervice

and $roved to #ucceed wit !ot&

34


35/95


36/95


37/95

1982$ T)e oint enture started #et!een +e(sio and

.)it#read

1984$ :er 50 restaurants so ;ar in t)e

1986$ lo#al Restaurants !as #orn/ creating t)e

largest restaurant #rand in t)e .orld Tricon #eca"e t)e (artner

co"(an' !it) .)it#read

1999 $+i,,a -ut )ad oer 400 restaurants/ e"(lo'ing 14000

(eo(le

37


38/95

2002 $Tricon >lo#al #eca"e ?M@ od;at)er=s +i,,a in reland !it) 28 stores

Pizza Hut 'ision tatement 5

To #e t)e "ost trusted loed #rand o; +BBA

Pizza Hut8s Mission tatement

/i((a ut take# $ride in makin" a $er'ect $i((a and $rovidin" courteou# and

el$'ul #ervice on time all te time& Every cu#tomer #ay#, IHll !e !ackQ

/&E&A&8&L&+

• /A++ION 'or e-cellence in Doin" everytin"

•

E5EC6TE wit $o#itive ener"y and ur"ency&

• ACCO6NTABLE 'or "rowt in cu#tomer #ati#'action

and/ro'ita!ility

• 8ECOGNIRE te acievement o' oter# and ave 'un doin" it&

• LI+TEN and more im$ortantly, re#$ond to te voice o' te

Cu#tomer&

Pizza Hut &n &n+ia 5

38


39/95

Te /i((a 0ut 'ranci#ee #te$$ed into te Indian 'a#t 'ood market !y

o$enin" a dine)in re#taurant at Ban"alore in 4@& Te $i((a 'ranci#e #oon

e-$anded it#el' in India and now a# te K?C !rand !eneat it# um!rella&

Te 'a#t 'ood 'ranci#e wa# te 'ir#t international 'a#t 'ood 'irm to make an

entry into te Indian #cene and a# tu# $ioneered te Indian $i((a market&

tere are 4


40/95


41/95

Te De$uty Mana"er work# a# $art o' te mana"ement team to en#ure tat

te

re#taurant o$erate# e''ectively, meetin" #ale# and $ro'it tar"et# and *uality

#tandard#& Te role i# al#o to a##i#t te mana"er in en#urin" tat all te team

i#

recruited and trained to meet all *uality and $roduct #tandard#

&

(estaurant ,eneral Mana#er

Te 8e#taurant General Mana"er a# a re#$on#i!ility 'or te runnin" o' te

re#taurant, mana"in" te !u#ine## a# i' it were teir ownS mana"in" te

'inancial

#ide, $roduct orderin", $roduction, *uality monitorin", cu#tomer #ervice

and

trainin" and develo$ment o' #ta''&

8e#taurant General Mana"er# can $ro"re## on to !ecome Area Mana"er#

wo

mana"e ten re#taurant# or more&

(EEA(CH OB9ECT&'E

:i; To 'ind out te market #trate"ie# o' !ot te !rand#&

< /ricin" +trate"y

41


42/95

< /lacin" +trate"y

< /romotional +trate"y

< /roduct +trate"y

:ii;To 'ind out te ow 'ood cain are increa#in" . dominatin" te

re#taurant market in India&

:iii; To 'ind out te com$arative analy#i# !etween /i((a)ut and

Domino1#&

:i; To ceck out te $re'erence# o' te $eo$le or te con#umer#&

:;To 'ind out te item# tey !ot o''er to attract te cu#tomer#&

(EEA(CH METHODOLO,)

42


43/95

Te activitie# o' market re#earc include de'inin" marketin" o$$ortunitie#

and $ro!lem#, "eneratin" and evaluatin" marketin" idea#, monitorin"

$er'ormance, and under#tandin" te marketin" $roce##& Te metodolo"y

o' te #tudy included #election o' #am$le, #tudy#urvey o' li!rary

re'erence#, collation and com$ilation o' te $rimary and #econdary data and

in'ormation o!tained trou" #tructured *ue#tionnaire#, o$en ended

interview& Te metod o' re#earc wa# deductive a# conclu#ion would !e

drawn a'ter te analy#i# and inter$retation o' data collected&

&Data Colle"tion

We ave collected two ty$e# o' Data

a& /rimary Data U trou" >ue#tionnaire and interaction

!& +econdary Data U trou" internet, article#, ma"a(ine# etc&

(esear"1 Met1o+olo#* 5

(esear"1 Desi#n5

Te tecni*ue# u#ed 'or re#earc i# E-$loratory 8e#earc&

(esear"1 Tool 5

• >ue#tionnaire and interaction I ave al#o met Mr& 7inod , te

mana"er at Domino1#:

• Trou" internet, article#, ma"a(ine# etc&

43


44/95

am!lin# Plan 5

Area Coere+ S L6CKNOW

+A0A8A GAN MALL

EA+T END MALL

MG 8OAD

INDI8A NAGA8

Ali"an%

ize 5 = >ue#tionnaire# ?rom Cu#tomer#

44


45/95

DATA ANAL)&

Mar7etin# Pra"ti"es

Domino’s in &n+ia

DominoH# /i((a India Ltd& wa# incor$orated in Marc 4= a# te ma#ter

'ranci#ee 'or India and Ne$al, o' DominoH# /i((a International Inc&, o'

6+A& Moreover, te com$any old# te ma#ter 'ranci#ee ri"t# 'or +ri

Lanka and Ban"lade# trou" it# wolly owned #u!#idiary& Mr& +yam

+&Bartia and Mr&0ari o' te u!ilant Or"ano#y# Grou$ were te $romoter#

o' te com$any&

+ince ince$tion, DominoH# /i((a India Ltd& a# $roceeded to !ecome one o'

te lar"e#t and 'a#te#t "rowin" international 'ood cain# in +out A#ia& Te

'ir#t DominoH# /i((a #tore in India o$ened in anuary 4@, at New Deli&

Today,

45


46/95

DominoH# /i((a India a# "rown into a countrywide network o' over 4@=

outlet# in ;; citie# and i# te leader in te 'a#t 'ood delivery #e"ment& Teir

ome delivery i# 'ree wit a "uarantee o' VTirty Minute# Nai to ?ree&

Altou" tey are e-$ert in deliverin" /i((a# on time, teir eatin" %oint#

and outlet# are al#o "ood& We $lan to ave a total o' = #tore# in F=)

citie# !y 94 to 944& It would entail an inve#tment o' 8# 9 million

durin" te $eriod

C1allen#es in Enterin# &n+ian Mar7ets

?a#t 'ood i# one o' te worldH# 'a#te#t "rowin" 'ood ty$e#& It now account#

'or rou"ly al' o' all re#taurant revenue# in te develo$ed countrie# and

continue# to e-$and tere and in many oter indu#trial countrie# in te

comin" year# But #ome o' te mo#t ra$id "rowt i# occurrin" in te

develo$in" world were itH# radically can"in" te way $eo$le eat&

Domino1# a# !i""e#t callen"e to look a'ter te emer"in" need# o' te

cu#tomer# and to 'ul'ill te need# o' ealt con#ciou# cu#tomer#

Moreover, it a# te callen"e to maintain it# $o#ition in 'ront o' $i((a ut

and to com$ete wit it# oter com$etitor# #uc a# McDonald1#, /a$a on1#

etc&

MA(KET T(ATE,&E

46


47/95

/romotional and Adverti#ement Cam$ai"n#Cou$on# and di#count#:

Te H; Minute#H /romi#e

6#e o' Tecnolo"yDi"ital interactive Televi#ion, Internet on te /C,

Mo!ile tele$ony:

/remium /ricin" +trate"y Indian 'a#t 'ood indu#try and entry o'

multinational $layer#

Di#tri!ution #trate"ie# o' 'a#t 'ood cain# in India

e#mentation= Tar#etin# an+ Positionin#

Demo#ra!1i" e#mentation

Domino1# u#e# demo"ra$ic #e"mentation #trate"y wit a"e ,Income

,Occu$ation

Education $ro'e##ional#:&

,eo#ra!1i" e#mentation

Geo"ra$ic #e"mentation i# !a#ically u#in" te #$atial location to #e"ment

te market&

Tar#et Au+ien"e

• Te com$anie# tar"et audience i# te !acelor#, yout and te

$ro'e##ional# wo ave no

time to $re$are 'ood and to "ra! te 'ood a# 'a#t a# $o##i!le&

• Gender )) tey tar"eted !ot "ender#&mainly male !ecau#e many

male# will not like to $re$are 'ood wen tey are #in"le:&

47


48/95

Domino’s Mar7etin# Mi/ :> P’s;

A'ter #e"mentin" te market, 'indin" te tar"et #e"ment and $o#itionin"it#el', eac com$any need# to come u$ wit an o''er& Te F /1# u#ed !y

Domino1# areS

4&/roduct

9&/lace

;&/rice


49/95

9 e g " e n u

) e e s e A n d T o " a t o + i , , a

M a r g ) e r i t a

F a r " - o u s e

M e C i c a n > r e e n - o u s e

& o u # l e ) e e s e M a r g ) e r i t a

& e l u C e D e g g i e

> o u r " e t

+ e ( ( ' + a n e e r

o u n t r ' S ( e c i a l

F r e s ) D e g g e i

n o n 9 e g " e n u

) e e s e 4 < a r # e q u e ) i c % e n

< a r e q u e ) i c % e n

0 e e " a & o + ' a , a

S ( i c ' ) i c % e n

) i c % e n M e C i c a n a

) i c % e n > o l d e n & e l i g ) t

s i d e o r d e r s

+ a s t a 6 t a l i a n o . ) i t e

+ a s t a 6 t a l i a n o R e d

M e C i c a n . r a (

> a r l i c < r e a d S t i c % s

) i c % e n . i n g s

) e e s e 3 a l a ( i n o & i (

; r o , e n d e s e r t s E # e 9 e r a g e s

) o c o 7 a 9 a a % e

S o ; t & r i n % s

Co? Bran+in#

Domino1# a# ma%or tie)u$# wit variou# com$anie# a# teir co) !randin"

+trate"y

• Coca)Cola

• ?anta

• +$rite

49


50/95

P(&C&N, T(ATE,)5

Domino1# 'ollow# a $ricin" $olicy tat i# determined !a#ed on te economy

o' te country& Te $ricin" $olicy o' Domino1# "ive# a com$etitive

advanta"e to te com$any over it# com$etitor#&

P Te $rice di#count# availa!le to te cu#tomer# are u#ed a# a

tool to attract cu#tomer# into te #tore&

P Domino1# al#o 'ollow# #ea#onal $ricin" in order to attract

cu#tomer# and to kee$ an ed"e over it# com$etitor#&

P Te com$any al#o a# #$ecial di#count# on !ulk $urca#e#&

'alue La++er strate#* 5

a: +tarted o''erin" value meal# in a ran"e o' $rice#&

!: En#ure a''orda!ility and attract wide#t #ection o' cu#tomer#&

c: Brou"t te cu#tomer and $rovided a ran"e o' entry) level $roduct#&

d: Try to#e new item# and "raduate to i"er)run"#&

'alue Pri"in#&

• /i((a mania U 8# ;

• 7e" $i((a re"ular: #tart# 'rom 8# F= to 8#&4=

• 7e" $i((a medium: #tart# 'rom 8# 4= to 8#9F

• 7e" $i((a lar"e: #tart# 'rom 8# 9= to 8#


51/95

• Non)7e" $i((a lar"e: #tart# 'rom 8# ;F= to 8#


52/95

@; Advertising : It i# done in 'ollowin" way#

Online Advertising

Greater inte"ration acro## all media cannel# 'or te new menu launc in

?e!ruary 94<

el$ed increa#e Domino1# $re#ence in online adverti#in" wic re#ulted in

"reat $roXlin"

o$$ortunitie# 'or online orderin" ca$a!ilitie#& All Domino1# !anner

adverti#in", includin" te

#ucce##'ul Coc Lava Cake !anner, include# a click trou" 'unction

ena!lin" cu#tomer# to

$lace an order immediately a'ter #eein" an online !anner&

Website Creative Success

• Te Domino1# we!#ite# ave under"one va#t im$rovement# in te

way $romotional $roduct# are communicated to cu#tomer#

• Te mo#t vi#ually)tantali(in" o' te#e $romotion# are te over te

$a"e1 animation# 'or Coc Lava Cake and +ticky Date /uddin" wit

#auce runnin" down te $a"e wen $eo$le enter te #ite#&

• Creative idea# #uc a# ti# ave el$ed drive relevant $roduct #ale#

and ticket avera"e# 'or online orderin"&

National Hotline

52


53/95

In 9


54/95

uni*ue Domino1# red, !lue and wite lo"o&

• Te mo#t im$ortant de#i"n element# are to#e tat el$ kee$ te

$i((a oven)ot and 're#& A layer o' corru"ated $a$er enca$#ulated !y

!oard 'orm# te main !ody o' te !o- $acka"in" and $rovide#

in#ulation&

• Eac !o- i# al#o $unctuated wit #mall ventilation ole# to allow

#team to e#ca$e, $reventin" te $i((a 'rom !ecomin" V#o""y &

Cam!ai#ns

• In 94< it launced te cam$ai"n, V2ou Got ; Minute, wic !uilt

on te Com$any1# ;)minute delivery erita"e&

• In 9F and 9, eac dome#tic #tore# contri!uted


55/95

• Te di#tri!ution cannel 'ollowed !y te com$any i# mo#tly trou"

takeaway#, tele$one orderin", +M+ and online orderin"&

• Te $i((a# are delivered !y way o' #cooter# at teir door

#te$& In order to maintain te *uality o' te $i((a#, tey are carried in

a eat wave !a" #o tat tey can deliver ot and ta#ty $i((a# to teir

cu#tomer#

• By 94)44, te com$any #ee# an addition o' a total o' = #tore# in

F=) citie#&

Segment overview

It o$erate# in tree !u#ine## #e"ment#S

• Domesti" stores ) Dome#tic #tore# #e"ment con#i#t# o' dome#tic

'ranci#e o$eration#, wic network o'


56/95

• &nternational se#ment? over#ee# network o' ;,F9@ international

'ranci#e #tore# in more tan @ countrie#& International #e"ment al#o

di#tri!ute# 'ood to a limited num!er o' market# 'rom #i- dou"

manu'acturin" and #u$$ly cain center# in Ala#ka, 0awaii and

Canada 'our:&

PEOPLE 5

Eac outlet i# eaded !y a 8e#taurant Mana"er & 0e i# re#$on#i!le 'or

te daily o$eration and cu#tomer interaction&

In order to motivate teir em$loyee# tey declare em$loyee o' te

mont& Ti# tey do a'ter receivin" 'eed!ack 'rom cu#tomer#

&o"inos )ae large no o; trained e"(lo'ee ;or)andling )is custo"er

Te em$loyee# in Domino1# ave a #tandard uni'orm and it #$ecially

'ocu#e# on 'riendly and $rom$t #ervice to it# cu#tomer# 'rom teir

em$loyee#&

P(OCE

T)e !a' in !)ic) orders are )andled/ custo"ers aresatis*ed and t)e serice is deliered

Sel; sere

+roide )o"e delier' ;acilit'

56


57/95

PH)&CAL EN'&(ONMENT

Tan"i!le evidence o' te #ervice cu#tomer# will receive

Outlet #etu$ !y Domino1#

Pizza Hut Mar7etin# Anal*sis

e#mentationG

Main #e"ment# wic /i((a ut a# ca$tured are te com!ination o' i"er

income# and dual career 'amilie# , due to i"er income con#umer ave

more di#$o#a!le income , allowin" tem to eat out more o'ten &/i((a 0ut

old# te mo#t market #are in te /i((a indu#try, te $erceived *uality and

#ervice o' te com$any will el$ to en#ure a !etter te avera"e cance at a

#ucce##'ul introduction o' a new $roduct& Te introduction o' a $roduct tat

kee$# wit today trend# i# al#o im$ortant to reduce te ri#k o' 'ailure&

/i((a 0ut ma-imum market #e"ment i# youn"er "eneration#& Te#e

"eneration ran"e# 'rom 49 to ;, te overall #$endin" o' te#e "eneration#

i# mo#tly on non e##ential item#, te i"er amount o' #$endin" a# !een

done on eatin" out

Tar#ettin#

/i((a ut tar"eted market de'ine# tem a# a 'amily $roduct& Ti# i# !ecau#e

tey don1t really directly market teir cu#tomer#& Tey tar"et everyone

werea# teir com$etitor# tar"et a certain "ender or a"e& But $i((a ut

57


58/95

tar"et# a wide ran"e o' cu#tomer#& Ti# i# !ecau#e tey want to make te

mo#t money and wo !lame# tem&

Tey ave many com$etitor# and tey are !ound to try everytin" to co$e

u$ to$#& Teir com$etitor# are everywere& Tere are %u#t a 'ew tat are

main com$etitor# and $i((a ut will alway# try to !e te !e#t and "et te

mo#t money !y makin" teir $roduct# !etter *uality !ut al#o cea$er&

Tey try to o''er #ometin" di''erent wit teir $roduct a# well& Tey o''er

a ran"e o' #tu''ed cru#t# to try and attract cu#tomer#& Tey al#o do

ve"etarian o$tion# wit meet 'ree $i((a# and a #alad and $a#ta !ar& Not a lot

o' re#taurant# o''er a #alad and a $a#ta !ar& Ti# i# anoter com$etitive idea

to attract or cu#tomer#.

Positionin#

/i((a 0ut wa# amon" te 'ir#t multinational !rand# to enter in te $i((a

retail #ector in India& Worldwide and in India , /i((a 0ut a# come to

!ecome #ynonymou# wit te H!e#t $i((a# under one roo'H& Ti# i# !ecau#e

at /i((a 0ut te !elie' i# tat every $i((a a# it# own ma"ic, tu# makin" it

a de#tination $roduct U wic everyone #eek#& It i# ti# !elie' tat a#

i"nited te $a##ion to create, innovate and #erve te 'ine#t $roduct te

indu#try a# to o''er, wile #ettin" #tandard# 'or oter# to #trive to re$licate&/i((a 0ut i# committed to $rovidin" uncom$romi#in" $roduct *uality,

o''erin" cu#tomer# te i"e#t value 'or money and "ivin" #ervice tat i#

warm, 'riendly and $er#ona

58


59/95

• A critical 'actor in /i((a 0utH# #ucce## a# !een it# uni*ue dinin"

e-$erience& Crew mem!er# at /i((a 0ut #trive eac day to $rovide

•

HC6+TOME8 MANIAH ) te kind o' #ervice tat en#ure# tat everyvi#it o' te cu#tomer i# a memora!le one&

/i((a 0utH# con#tant endeavor to $rovide e-tra value U weter it i# $i((a#

wic are availa!le to #uit every $rice ran"e, new $romotion# or te

introduction o' innovative $roduct ran"e# ) tat $ut# a H2umH on every

cu#tomerH# 'ace ) a# allowed it to increa#e it# $re#ence in INDIA to te

current 4


60/95

$roduct# al#o make# it ea#ier 'or tem to market to di''erent market

#e"ment#&

T1e ot1er t2o strate#ies 6ollo2e+ 0* Pizza Hut is

• C&0&A&M&/&+ Cleanline##, 0o#$itality, Accuracy, Maintenance,

/roduct *uality and +$eed: and

• ;?1# ?un, ?riendly and ?amiliar:& Te#e two #trate"ie# ave really

el$ed /i((a ut to evolve out a# a market leader wit a com$etitive

advanta"e&

Pizza Hut Mar7etin# Mi/ : P’s;

P(OD%CT 5

Pizza 1ut

T1e "ustomer alue 1ierar"1*

60


61/95

?rom te a!ove dia"ram we can #ee tat $i((a ut a# en%oyment a# a !a#ic

$roduct !ut it $rovide# 'ood 'or it& Tu# a $er#on avin" a !a#ic need o'

en%oyment can "o to $i((a ut and ave $i((a wic i# te com$any1# core

$roduct& 0ot $i((a and "ood ta#te are i# e-$ectation& Tu# te com$any

#ould en#ure ti# !y $rovidin" "ood $i((a& Te value add# #ervice# re'er to

te overall dinin" e-$erience, te #ervice *uality, am!ience etc&

Pro+u"t +i66erentiation

Worldwide and in India, $i((a ut a# come to !ecome #ynonymou# wit

te !e#t $i((a# under one roo'1& Ti# i# !ecau#e at $i((a ut te !elie' i#

tat every $i((a a# it# own ma"ic, tu# makin" it a de#tination $roduct U wic everyone #eek#& It i# ti# !elie' tat a# i"nited te $a##ion to create,

innovate and #erve te 'ine#t $roduct te indu#try a# to o''er, wile +ettin"

#tandard# 'or oter# to #trive to re$licate& /i((a ut i# committed to

$rovidin" uncom$romi#in" $roduct *uality, o''erin" cu#tomer# te i"e#t

value 'or money and "ivin" #ervice tat i# warm, 'riendly and $er#onal& A

critical 'actor in $i((a ut1# #ucce## a# !een it# uni*ue dinin" e-$erience&

Crewmem!er# at $i((a ut #trive eac day to $rovide "ustomer mania’ U

te kind o' #ervice tat en#ure# tat every vi#it o' te cu#tomer i# a

memora!le one&

61


62/95

Pizza 6eatures

/i((a ut a# many uni*ue 'eature# o' teir $roduct due to wic it attract#

te cu#tomer#& Te $roduct i# cla##i'ied into non dura!le "ood# a# it i# a

'ood item $i((a ut di''erentiate# it#el' wit it# com$etitor# wit re#$ect to

teir wide ran"e o' o''erin"# menu item#: one can 'ind !e#ide# $i((a#

ran"e o', $a#ta# a$$eti(er#, cake#, and de##ert# etc& Tere are *uite a lot

num!er o' menu item# to coo#e

+ome o' te item# are

• /i((a# 'our di''erent ty$e#:

American /an /i((a

+tu''ed cru#t /i((a

Cee#y !ite#

Ma#ala cee#y !ite#

• /a#ta# and #alad#

+$icy Tomatoe#

Arra!!iata

Creamy mu#room

+$icy tomatoe# wit #moked cicken

Arra!!iata wit #moked cicken

•

A$$eti(er# Garlic !read

Cee#e "arlic !read

Garlic !read e-otica

62


63/95

Garlic !read #$icy #u$reme

• De##ert#

Cocolate tru''le cake

• Bevera"e#

/e$#i, Diet Coke, Fu$, Mirinda

Con6orman"e ualit*

/i((a ut1# $roduct# ave very i" con'ormance *uality i&e& All te $roduct# $roduced are identical and meet te $romi#ed #$eci'ication#

t*le

/i((a i# delivered in ot $an# and #erved in #tyle& Te to$$in"# in te $i((a#

are al#o dre##ed in a "ood 'a#ion& Tu# avin" 6oo+ in st*le’ de'ine# $i((a

ut1# e-$erience&

eri"e +i66erentiation

Or+erin# ease

Once one enter# te re#taurant immediately te a##i#tant# initiate# te

orderin" $roce## !y $rovidin" te menu& All a##ociate# are well trained in

En"li# and can take order 'rom any cu#tomer&

Delier*

63


64/95

/i((a ut1# #tyle o' deliverin" te $i((a to te cu#tomer i# *uite an

e-$erience& Te re#taurant i# ae#tetically de#i"ned all te #ta'' mem!er#

are uni*uely dre##ed& Mana"er# dre##ed in #$ecial uni'orm#& Al#o te ta!le#,

menu, are all $laced in a "ood manner& Ti# on it#el' i# *uite im$re##ive& All

order# $laced in re#taurant i# #erved witin 4=)9 minute# and te take

away order# ordered on $one: i# delivered witin ; minute#& Care al#o

a# !een taken !y te com$any to $ack te $i((a# in #$ecial cover# #o tat

it remain# ot till te cu#tomer ave# te 'ood& Any $i((a# delivered out#ide

; minute# are "iven 'ree& Al#o di#count cou$on# are "iven to te cu#tomer

in ca#e one doe#n1t want a 'ree $i((a

P(&C&N, T(ATE,)G $

Te level o' com$etition a !u#ine## 'ace# determine# it# $ricin" #trate"y&

+ometime# a !u#ine## a# te #co$e to #et it# $rice and #ometime# a

!u#ine## cannot& Wen a !u#ine## a# te #co$e to #et it# $rice tere i# a

num!er o' $ricin" #trate"ie# or $olicie# it mi"t coo#e& A# tere are no

#uc com$etitor# o' /i((a 0ut wic could com$ete wit te *uality o'

$i((a $roduced at /i((a 0ut, tere'ore, te $ricin" #trate"y ado$ted !y

/i((a 0ut i# Hmarket #kimmin"H& /i((a 0ut a# ado$ted ti# $ricin" #trate"y

a# tey want to old ma-imum #are o' te market !y ma-imum $ro'it&

Ti# i# a "olden era 'or /i((a 0ut, a# tere are no com$etitor# and ence,

/i((a 0ut i# 'ree to car"e any $rice tey want& Tey are car"in" i"er

$rice# due to te uni*uene## o' te $roduct& Tey #ati#'y te tar"et market

64


65/95

a# te 'ood *uality i# wort te $rice $aid& Te $ricin" #trate"y i# not %u#t to

"et te wort o' *uality !ut al#o to "ain ma-imum $ro'it# !e'ore any

com$etitor enter# !ecau#e ten /i((a 0ut will ave to can"e it# $ricin"

#trate"y& Altou" te $rice# would !e lowered wit te new entrant# in te

market !ut not to a "reater e-tent a# te *uality 'ood $roduct# are not ome)

$roduced& Tey are im$orted 'rom di''erent countrie# kee$in" in view te

!e#t *uality&

In te $a#t, /i((a 0ut a# #ucce##'ully u#ed te i"low $ricin" #trate"y

wen #ettin" te retail $rice o' it# $roduct#& +everal #ale# $romotion# and

cou$on# will !e u#ed to lower te $rice !elow to#e com$etitor#&

+ince !ot /i((a 0ut and te !evera"e Mountain Dew are /e$#i

#u!#idiarie#, !undle $ricin" will !e u#ed& /i((a 0ut will !e a!le to #ell two

$roduct# to"eter at a #in"le $rice to #u""e#t a "ood value&

Te i"low $ricin" #trate"y a# #everal advanta"e#&

• ?ir#t, ti# $ricin" #trate"y will el$ #e"ment te market& Di''erent

"rou$# o' cu#tomer# are willin" to $ay di''erent $rice# 'or te #ame

$roduct& /i((a 0ut can #ell Te E-treme to te cu#tomer# wo will

$ay te i"er $rice to !e te 'ir#t to !uy and al#o to te !ar"ain

unter#&

• Te i"low $ricin" #trate"y will al#o create e-citement& Cu#tomer#

will !e a!le to try #ometin" new wen tey $urca#e Te E-treme

and ti# e-citin" e-$erience may !rin" to#e cu#tomer# !ack to $urca#e oter $roduct#&

65


66/95

• ?inally, ti# #trate"y will em$a#i(e $roduct and #ervice *uality&

/i((a 0ut #et# a i" initial $rice 'or it# $roduct# to #end a #i"nal to

cu#tomer# tat it# $roduct# are *uality and te #ervice i# !e#t&

PLACED&T(&B%T&ONS

Te ty$e o' di#tri!ution cannel u#ed !y /i((a 0ut i# te direct cannel&

Te direct cannel i# #ucce##'ul wen tere i# an e-tremely lar"e market

tat i# "eo"ra$ically di#$er#ed& Te direct cannel i# al#o u#e'ul wen

tere are a lar"e num!er o' !uyer#, !ut a #mall amount $urca#ed !y eac&

Pizza Hut uses t1ree +i66erent met1o+s o6 sellin# its !ro+u"ts +ire"tl* to

t1e mar7et.

• T1e 6irst met1o+ o6 +istri0ution use+ 0* Pizza Hut is Home&

O''ice delivery& Cu#tomer# can call /i((a 0ut aead o' time, $lace an

order, and te order i# delivered to te cu#tomerH# ome&

• Anot1er met1o+ o6 +istri0ution is 6or "ustomers to +ine?in.

Cu#tomer# can "o to te neare#t /i((a 0ut, $lace an order and eiter

leave wit te order or eat at te re#taurant& One o' /i((a 0utH#

lar"e#t com$etitive advanta"e# i# it# re#taurant #tyle 'acility wit a

clean $lace to #it down and en%oy te variety o' $i((a#, #alad#, and

#andwice# in a 'un, 'amily atmo#$ere&

66


67/95

• T1e t1ir+ met1o+ o6 +istri0ution is to or+er Online. +elective

County Cu#tomer# can now "o on te Internet and $lace an order 'or

/i((a& Ti# metod i# u#e'ul !ecau#e it allow# cu#tomer# to view teentire menu, download any #$ecial cou$on#, and order witout

avin" to di#clo#e any credit card num!er#&

P(OMOT&ON5

/i((a ut u#e# many $romotional #trate"ie#&

• Te main $romotion i# a cou$on to $urca#e& Ti# $romotion i# al#o

di#tri!uted mainly !y mail, !ut al#o !y 'lier# on colle"e cam$u#e#

around te country in order to reac te tar"et market&

• Tey are u#in" !ill!oard# on main #tream $lace# to "et tere cu#tomer&

• Tey are al#o di#tri!utin" door to door !rocure# to ca$ture more and

more cu#tomer#&

/i((a ut# al#o u#in" marketin" tecni*ue#& Te#e are te #trate"ie#

/i((a 0ut i# u#in" 'or it# marketin"& /i((a ut# tryH# to attract te

youn"er "eneration a# teir main market #e"ment&

• A$art 'rom ti# /i((a 0ut i# u#in" inten#e marketin" #trate"ie# tey

are al#o "ivin" ad# in ma"a(ine# &

• Adverti#in" cam$in" will create# awarene## o' te $roduct# in our

tar"et

market#&

67


68/95

P&--A H%T & P(EFE((ED O'E( DOM&NO’

Keeping in view the sentiments in of ndian customers and our stud! we

have come to know that pi""a hut dominates domino#s because of following

reasons$

• 7ariety O' /i((a

• Good Am!ience

• +ervice# O''ered

• >uality O' /i((a

•

Location O' Te Outlet

• Waitin" Time In Te Outle

68


69/95

uestionnaire anal*sis

PE(ONAL DATA5

A,E 5

69


70/95

15

62

23

H&R 16 16$25 26$35 35 AH& A


71/95

5446

MA FMA

Comment S On te !a#i# o' te#e cart


72/95

15

54

31M:R T-H 3 TMS A . + T: 3 TMS A . :H A .

-AR&? DR

Comment 5 On te !a#i# o' ti# cart @ $eo$le come once a week, ;

$eo$le come ardly ever ,4 $eo$le come u$ to ; time# in week tey eat

/i((a&

72


73/95

@; From 1ere )ou Came To Kno2 A0out T1e Bran+GG

1520

545

15

Maga,ine


74/95

I; 1i"1 0ran+ +o *ou more !re6er Pizza Hut Or Domino’s G

62

38

+i,,a -ut &o"ino=s

Comment5 Accordin" to cart,


75/95

; Ho2 Freuentl* *ou eat PizzaG

7

57

29

7

Frequentl' :ccassional'

Rarel' -ardl' An'ti"e

Comment5 I' we analy#i# ti# cart we 'ind = $eo$le vi#it occa#ionally,

; vi#it 8arely ,4 7i#it 're*uently And re#t 4 ardly anytime

75


76/95

J; *ou !re6er to #o to !izza 1ut 0e"auseG

54

23

23

"#ience Taste

Satis;action :F SRD +rice

76


77/95

Comment5 On te !a#i# o' ti# cart = $eo$le come /i((a ut !ecau#e

o' em!ience, 9 'or ta#te, 9 $eo$le 'or "ood #ervice and only 4 are

$rce con#ciou#&&

; (ate Pizza Hut A""or+in# To t1e ualit*= taste an+ em0ien"eG

77


78/95

43

29

217

Der' >ood >ood Satis;actor'


79/95

>; 1i"1 o6 t1e t2o 0ran+s "an #ie satis6a"tionG

4654

&o"ino=s +i,,a )ut

Comment5 On te !a#i# o' ti# cart @ $i((a ut "ive# #ati#'action and


80/95

; ueue 6or a lon# time

7

79

14

M:ST :F T- TM S:M :F T- TM HDR

Comment 5 On te !a#i# o' ti# cart 4= $eo$le are not concerned, = are

mo#t concerned, are #ome time concerned a!out to *ueue 'or a lon" time&


81/95

; (estaurant "leanliness o6 Pizza Hut

64

29

7

Most o; t)e ti"e So"e o; t)e ti"e Heer

Comment 5On te !a#i# o' ti# cart =$eo$le never concerned, F are mo#t

concerned, 9= are #ome time concerned a!out re#taurant cleanne##&


82/95

; T1e sta66 are 1el!6ul o6 0ot1 0ot1 Pizza Hut An+ Domino’s

38

62

"ost o; t)e ti"e so"e o; t)e ti"e neer

Comment5 On te !a#i# o' ti# cart


83/95

F&ND&N,

Cu#tomer i# mo#t concern a!out te *uality, variety, ta#te and co#t o'

te $roduct&

Women# like# $i((a more tan a men#&

Em!ience o' /i((a 0ut i# more co(y and calm tan Domino1#&

$i((a ut attract# i" cla## $eo$le and domino1# attract middle cla##

and colle"e or #cool #tudent#

8e#taurant o' !ot /i((a 0ut And domino1# are neat and clean&

/i((a 0ut "ive# more #ati#'action tan Domino1#&


84/95

CONCL%&ON

?rom te com$arative #tudy o' !ot $i((a ut and domino1# we ave came to

know tat $i((a market in India i# dominated !y $i((a ut in#tead o' Domino1#&

A# we know tat $i((a ut i# lar"e#t $i((a re#taurant com$any in te world wit

49 outlet# in countrie# and entered in India in4@ werea# te domino1#

enter# in India in 4= and now it a# 99 outlet# in India

But domino1# wic a# 'ir#t mover advanta"e cannot #ucceed to !ecome mo#t

'avora!le !rand !etween te $eo$le wo like $i((a&

?rom ti# #tudy we know tat $i((a ut make# it# $o#ition !etween te $eo$le

and i# te $re'erence #ide o' te $eo$le & In $rice cate"ory ,$rice o' domino1#

$i((a are le##er tan $i((a ut $i((a1# !ut #till $i((a ut $i((a# are $re'erred

!ecau#e o' it# *uality ant condition and #ervice tey $rovide to te cu#tomer&

Keeping in view the sentiments in of ndian customers and our stud! we have

come to know that pi""a hut dominates domino#s because of following reasons$

• 7ariety O' /i((a

• Good Am!ience

• +ervice# O''ered


85/95

• >uality O' /i((a

• Location O' Te Outlet

• Waitin" Time In Te Outlet

Werea# domino1# i# 'amou# %u#t !ecau#e o' it# door #te$ #ervice and low

$ricin"&

Tu# in $i((a market $i((a ut dominate# Domino1#

2ot Anal*sis

OT Anal*sis O6 Domino’s

tren#t1s

• Newly revam$ed $i((a reci$e !rou"t in i" "rowt level# 'or te 'ir#t

tree *uarter# o' 94&

• +tron" !rand name, Y4 $i((a delivery com$any in te 6&+& wit market

#are o' 4&


86/95

• De#$ite a""re##ive marketin" e''ort# to re!rand Domino1# a# a *uality,

"reat ta#tin" $i((a, #urvey re#$ondent# #till #aid tat Vdoe# not ta#te

"ood and Vlow *uality were te $rimary rea#on# tey did not order

Domino1

• Te low $rice may actually !e workin" a"ain#t Domino1# e''ort# to

re!rand a# a i" *uality, "reat ta#tin" $i((a com$any&

• Minimal incentive 'or cu#tomer loyalty

O!!ortunities

• Growin" $re#ence in emer"in" market#, $articularly in India, Cina

• Levera"e #u$$ly cain . di#tri!ution #y#tem to introduce new $roduct#

• Growin" dinin" out market E#$ecially youn" "eneration and middle a"e

"rou$

T1reats

• More ealt con#ciou# cu#tomer#

• Treat# 'rom local com$etitor# in di''erent countrie#

• ?ranci#e o$eration# a''ected !y currency e-can"e 'luctuation#

• Inten#ive com$etition 'rom a 'ra"mented num!er o' #mall com$etitor#


87/95

OT Anal*sis O6 Pizza Hut

tren#t1

6nmatca!le *uality and variety

+tron" !rand ima"e

Cu#tomer #ati#'action

0y"iene

E-cellent #ervice

ea7ness

Inade*uate adverti#ement#Inade*uacy o' outlet#


88/95

; o o d i t e " s

< R > R + B B A& S S R T S

: M < :

< D R A >

" c & o n a l d s

R s 1 2 $ 2 5R s 2 5 $ 5 0

R s 4 9 $ 1 1 9

R s 2 0 $ R s 7 o

s u # ! a '

R s 3 5 $ 4 5R s 6 5 $ R s 1 3 5

R s 4 5 $ 1 7 5

R s 2 0 $ 5 0

F

R s 1 5 $ 1 6R s 2 5 $ R S 1 7 5

R s 5 5 $ 1 5 0

R s 3 0 $ 5 5

( i , , a ) u t

R s 1 2 0 $ 2 5 0R s 4 0 $ 6 0

R s 5 5 $ R s 1 7 5

( e t # e

d o " i n o s

R s 3 0 J 6 0 0 " l K

R s 3 5 $ 1 4 0

R s 1 2 0 $ 2 3 0

0i" $rice#

Lack o' $arkin" 'acilitie# at outlet#

O!!ortunit*

Growin" 'a#t 'ood market U #co$e 'or e-$an#ion

Introduce attractive o''er#

T1reats

Emer"ence o' /a$a on1#) World1# $i((a maker#

Low $rice $oint# o' com$etitor#

COMPA(AT&'E P(&CE ANAL)&


89/95

%,,ET&ON

DOM&NO’

• Te Domino1# 'ollow# 'ormal relation#i$ !ut doe#n1t involve it#

cu#tomer# 'or 'urter a##ociation& McDonald1# #ould u#e mem!er#i$

clu!# or card conce$t&

• Te televi#ion #et# are $laced at te outlet in an ina$$ro$riate manner&

Te televi#ion #et# are not $laced in a manner in wic all con#umer# can

ave a "ood look at it 'rom di''erent $lace#&

• Te $rice di#$layed #ould !e reviewed accordin"ly and te revi#ed

$rice# #ould !e #tated at te di#$lay&

•

Increa#e veritie# in $i((a#


90/95

• ?ocu# on location o' outlet#

• Increa#e te *uality o' $i((a

• Make "ood am!ience in outlet

P&--A H%T

• 8educe te menu co#t# it i# way too e-$en#ive 'or a middle cla## Indian&

• Middle cla## 'orm# te ma-imum $o$ulation o' India and ence reducin"

te co#t# o'

$i((a can increa#e te ela#ticity o' demand "reatly

• Invaria!ly tere are no di#count#, or di#count# i' o''ered are very le##&

Tu# /i((a ut

#ould o''er more di#count# to ta$ more cu#tomer#

• Teir reac i# very le## a# com$ared to McDonald1# a# tey ave only

$remium

re#taurant#: wic de$rive# 'ar o'' cu#tomer# 'rom avin" /i((a 0ut#

e-$erience&

0ence tey #ould increa#e teir $re#ence&

• Tey #ould 'ocu# on #$eedin" teir 'ood delivery time&

• Tere #ould al#o !e $rovi#ion 'or mu#ic, T71#, kid# (one etc in te

re#taurant


91/95

B&BL&O,(APH)

www& cy!ere##ay#&comli#t#Domino1# analy#i#

www&$a$ercam$&com"rou$/i((a 0ut $romotion #trate"y

www&/i((a 0ut&com

www&Domino1#&co&in


92/95

%ET&ONNA&(E

NAME AND ADDE(E

NAME S AGES

ADDE8E++S CIT2S

+E5S

PHONE NO. AND E?MA&L ADDE(E

TELE/0ONE NO& MOBILE NO&

EMAIL ADDE8E++S /INCODES

>&4 DO 2O6 LIKE /IRRAZ

2E+ NO

>&9 Ho2 man* times +o *ou usuall* eat PizzaZ

6$to ; time# week

Once a week

0ardly ever

>&; ?8OM W0E8E 2O6 CAME TO KNOW ABO6T T0E B8ANDZ

• TD A&&S

• BHS

• H.S +A+R

>&< W0IC0 B8AND DO 2O6 /8E??E8 TO GO ?O8 0A7ING /IRRAZ

/IRRA 06T DOMINO+

>&= 0OW ?8E>6ENTL2 2O6 EAT /IRRAZ

• FRLHT?


93/95

• -AR&? AH?TM

• RAR?

• :ASS:H?

>&@ 2O6 /8E??E8 TO GO WIT0 T0E B8AND BECA6+E O? S)

• +R

• TAST

• LAHTT?

• M&F W0IC0 O? T0E TWO B8AND W0O 0A+ >6ICK +E87ICEZ

/IRRA 06T DOMONO+

>& 8ATE /IRRA 06T ACCO8DING TO IT+ >6ALIT2&

• DR? >::&

•

>::&• SATSFAT:R?

• HSATSFAT:R?

>& 8ATE DOMINO+ ACCO8DING TO IT+ >6ALIT2&

• DR? >::&

•

>::&• SATSFAT:R?

• HSATSFAT:R?

>&4 0OW WO6LD 2O6 8ATE O??E8+ GI7EN B2 /IRRA 06TZ

• DR? >::&


94/95

• >::&

• SATSFAT:R?

• HSATSFAT:R?

>&44 0OW WO6LD 2O6 8ATE O??E8+ GI7EN B2 DOMINO+Z

• DR? >::&

• >::&

• SATSFAT:R?

• HSATSFAT:R?

>&49 W0AT WILL 2O6 +6GGE+T /IRRA 06T TO IM/8O7E IT+ S)

• +R

• TAST

• LAHTT?

• M&4; W0AT WILL 2O6 +6GGE+T DOMINO+ TO IM/8O7E IT+S)

• +R

• TAST

• LAHTT?

• M


95/95

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