pr project - 3rd final (1)

7/31/2019 PR Project - 3rd Final (1)

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Introduction

American Industry Profile

Americans consume approximately 100 acres of pizza each day, or 350 slices per second.

The pizza industry in the US faced a decrease in sales during the recession period before

2010 but after the beginning of 2010 has seen an increase in sales.

The development and implementation of new technology and marketing strategies has

enabled the pizza industry to adapt to growing consumer demands for cheap, fast, and

convenient products.

History of the Pizza Industry in the US

Pizza came to the United States (New York and Chicago) in the early 1900s due to the

large population of Italian immigrants.

The popularity of pizza grew within the US due to the high demand of pizza by the GIs on

their return to US after being stationed in Italy during World War II.

Between 1945 and 1960, pizzerias began opening all over the country.

Earlier, pizza restaurants were individually-owned stores, but the proliferation of chains

changed this.

Pizza Hut - Wichita, Kansas, - 1958 - over 7,500 units in the US.Little Caesars Michigan 1959 - over 2,500 units in the USDomino's - 1960 - Michigan - 5,000 units in the USPapa John's - 1989 - Indiana - 3,000 units in the US

Today there are nearly 68,000 pizza stores in the US.

The Queen of Pizza:

Around 1889, Italys Queen Margherita and her husband, Umberto I were touring the country,

when she saw peasants eating large, flat bread. The queen was curious and asked to try the pizza.She loved it so much that she brought Chef Rafaelle Esposito to the royal palace and ordered him

to bake pizzas for her. To honor the queen who was so beloved by her subjects, Rafaelle baked a

pizza topped with tomatoes, mozzarella cheese, and basil to represent the colors of the Italian flag.

This became Queen Margherita's favorite pizza and it was named in her honor, the Pizza

Margherita.


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Company Profile

Dominos: USA

Company Overview

Domino's Pizza Enterprises Limited (DMP) is the Master Franchise license owner of the Domino's

Pizza brand. It sits in the Quick Service Restaurant segment within fast food retail and has a

license which covers Australia, New Zealand, France, Belgium, the Netherlands and the

Principality of Monaco. It is the largest franchisee of the Domino's brand outside of the US.

Company History

The first Australian Domino's Pizza store opened in 1983 in Springwood, Brisbane. In 1998, the

Australian and New Zealand franchise of Domino's Pizza was bought by Silvio's Dial-A-Pizza. In

1995, the operations of Silvio's and Domino's were combined and Silvio's stores were rebranded as

Domino's Pizza stores. DMP listed on the ASX on 16 May 2005. In 2006, DMP purchased existing

Domino's Pizza operations in France, Belgium, the Netherlands and Monaco from Domino's Pizza

International.

Differentiating Factor

DMP differentiates itself through its proprietary management systems and technology platformsthat support significant expansion, including the 'Luv Lab', a purpose-built research kitchen in

which new pizza concepts are tested and evaluated, online ordering system, which makes the order

process faster for customers and marketing and branding campaigns. A major differentiating factor

is DMP's highly visible and well-recognized brand.

Major Customers & Competitors

Major competitors include other pizza outlets in Australia, such as Pizza Hut, as well as other

general fast food outlets, including McDonalds. Main customers include the general population of

Australia, more specifically the youth market.

Dominos Profile: India


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Jubilant Food Works Limited, a Jubilant Bhartia Group Company holds the MasterFranchisee Rights for Domino's Pizza for India, Nepal, Sri Lanka and Bangladesh.

The promoters of the company are Mr. Shyam S Bhartia, Mr. Hari S Bhartia and JubilantEnpro Private Ltd. Domino's Pizza opened its first store in India in January 1996, at New Delhi.Today Domino's Pizza India has grown into a countrywide network of more than 300 stores with ateam of over 9,000 people.

According to the India Retail Report 2009, we were the largest Pizza chain in India and thefastest growing multinational fast food chain between 2006-2007 and 2008-2009 in terms ofnumber of stores.

Over the period since 1996, Domino's Pizza India has remained focused on delivering greattasting Pizzas and sides, superior quality, exceptional customer service and value for moneyofferings. We have endeavored to establish a reputation for being a home delivery specialistcapable of delivering pizzas within 30 minutes or else FREE to a community of loyal consumersfrom all our stores around the country.

Domino's constantly strives to develop products that suit the tastes of our consumers andhence delighting them. Domino's believes strongly in the strategy of 'Think global and act local'.Thus, time and again we have been innovating with delicious new products such as crusts,toppings and flavors suitable to the taste buds of Indian Consumers. Further providing value formoney and affordable products to our consumers has been an important part of our efforts. Ourinitiatives such as Fun Meal and Pizza Mania have been extremely popular with consumerslooking for an affordable and value for money meal option.

Our Brand Positioning of Khushiyonki Home Delivery (Happiness Home delivered) is theemotional benefit we offer to our consumers. All our efforts, whether it is a new innovative anddelicious product, offering consumers value for money deals, great service, country wide presence

or delivery in 30 minutes or free are all oriented towards delivering happiness to the homes of ourconsumers.

Dominos Different Advertisements over the Years:

Double Burst Mexican Wrap and Pasta New Pizza Mania April 2010 New Choco Lava cake Pasta ad Pizza mania 1

Pizza mania 2 Stuffed crunch pizza Chinese pizza Sicilian wheat treat pizza Cheese burst pizza Fun meal for 4 Double cheese crunch 30 min or free
http://www.dominos.co.in/advertising.jsphttp://www.dominos.co.in/advertising.jsphttp://www.dominos.co.in/Mexican_Wrap_and_Pasta.jsphttp://www.dominos.co.in/newpizzaapr.jsphttp://www.dominos.co.in/choco_lava_cake.jsphttp://www.dominos.co.in/pasta_ad.jsphttp://www.dominos.co.in/pizza_mania.jsphttp://www.dominos.co.in/pizza_mania_o.jsphttp://www.dominos.co.in/stuffed_crunch_pizza.jsphttp://www.dominos.co.in/chinese_pizza.jsphttp://www.dominos.co.in/sicilian_wheat_treat_pizza.jsphttp://www.dominos.co.in/cheese_burst_pizza.jsphttp://www.dominos.co.in/fun_meal_for_4.jsphttp://www.dominos.co.in/double_cheese_crunch.jsphttp://www.dominos.co.in/30_min_or_free.jsphttp://www.dominos.co.in/Mexican_Wrap_and_Pasta.jsphttp://www.dominos.co.in/newpizzaapr.jsphttp://www.dominos.co.in/choco_lava_cake.jsphttp://www.dominos.co.in/pasta_ad.jsphttp://www.dominos.co.in/pizza_mania.jsphttp://www.dominos.co.in/pizza_mania_o.jsphttp://www.dominos.co.in/stuffed_crunch_pizza.jsphttp://www.dominos.co.in/chinese_pizza.jsphttp://www.dominos.co.in/sicilian_wheat_treat_pizza.jsphttp://www.dominos.co.in/cheese_burst_pizza.jsphttp://www.dominos.co.in/fun_meal_for_4.jsphttp://www.dominos.co.in/double_cheese_crunch.jsphttp://www.dominos.co.in/30_min_or_free.jsphttp://www.dominos.co.in/advertising.jsp


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Pizza Hut: USA

Pizza Hut, Inc., based in Dallas, Texas, is the world's largest pizza restaurant company,

specializing in Pan Pizza, Thin 'N Crispy Pizza, Hand-Tossed Style Pizza and Stuffed Crust

Pizza. With more than 7,500 restaurants in the United States and over 5,600 restaurants in 97

countries around the world, Pizza Hut is known as America's Favorite Pizza. And soon thecompany will be America's Favorite Chicken Wing and America's Favorite Pasta providers. Wing

Street, a subsidiary of Yum! Brands, Inc. and the largest delivery wing chain with more than 2,200

locations, is constantly expanding its presence within Pizza Hut restaurants across the U.S. with its

delicious wings and blue-ribbon winning sauces. In addition, Pizza Hut has created a whole new

Quick Service Restaurant (QSR) category restaurant-quality Home Meal Replacement pasta

with the launch of Tuscani Pasta earlier this year.

Pizza Hut is better than ever as the home of Americas Favorite Pizza and now pasta and wings.

Well continue to deliver success as we re-awaken the joy of eating with real food.

- Scott Bergren,

President & Chief Concept Officer

Commercial History of Pizza Hut:

The whole history of pizza hut has been achieved through innovation, but the history of pizza hut

really took off with amalgamation into the Pepsi Company and more aggressive marketingtechniques especially in the take out market.

Not surprisingly over the years Pizza hut had to reinvent the pizza again and introduce a healthier

style of pizza. Pizza in itself is not the unhealthiest meal, but it is laden with unnecessary calories

and fats when cheese is added. Pizza hut was forced to add new taste combinations to their menus

that offered a lower fat alternative. It is now possible to select between three to eight toppings

depending on the prices you have paid. This lower fat alternative offers a leaner option of chicken

or ham and between two and six fresh vegetables toppings.

Pizza hut cannot be accused of not listening to their customers, when a Dallas survey declared that

most people like to dip their slices of pizza into a sauce. Pizza hut quickly conducted their own

survey online and then added dippers to their pizza menus.

Pizza Hut Profile: India
http://www.pizzahut.com/http://www.pizzahut.com/


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Pizza Hut is one of the flagship brands of Yum! Restaurant Int. which also has KFC, Taco Bell,

A&W and Long John Silvers under its umbrella. It is the worlds largest pizza chain with over

12,500restaurants across 91 countries.

Pizza Hut was started in 1958, by two brothers Frank and Dan Carneyin Wichita, Kansas. They

had the idea to open a pizza parlor.

In 1959, the first franchise unit opened in Topeka, Kansas. Almost ten years later, Pizza Hut was

serving one million customers a week in their310 locations. In 1970, Pizza Hut was put on the

New York Stock Exchange under the ticker symbol PIZ.

In 1986, Pizza Hut introduced delivery service, something no other restaurant was doing. By the

1990's Pizza Hut sales had reached $4billion worldwide. In 1998, Pizza Hut celebrated their 40th

anniversary, and launched their famous campaign "The Best Pizzas Under One Roof." In 1996,

Pizza Hut sales in the United States were over $5million.

The first Indian outlet was opened in June 1996 in Bangalore. In India, Pizza Hut has 139

restaurants across 36 cities. Pizza Hut has been voted the best family restaurant for the secondyear running at the 2007Tommys Parent Friendly Awards. "Pizza Hut is known for quality,

innovation and category leadership.

Marketing Strategy

Pizza Huts marketing strategy is very simple: we want to satisfy our customer by offering them

the best. Pizza Hut has always valued customer service and satisfaction. In 1995, Pizza Hut began

two customer satisfaction programs: a 1-800 number customer hotline, and a customer call-back

program. These were implemented to make sure their customers were happy, and always wanted to

return.

Another big strength and even a competitive advantage is the fact that they have a full service

restaurant as well as delivery services. Most of Pizza Hut's competitors do not have restaurants.

Because of the restaurant, Pizza Hut can market to different segments that other pizza chains

cannot. For example, Pizza Hut can market to families much easier than Domino's or Little

Caesar's. Pizza Hut offers a sit-down, conversational type restaurant where families can take their

children for birthday parties for example. Pizza Hut's broad selection of products also makes it

easier for them to market to different market segments.

The other two strategies followed by Pizza Hut is C.H.A.M.P.S (Cleanliness, Hospitality,

Accuracy, Maintenance, Product quality and Speed) and 3Fs (Fun, Friendly and Familiar). Thesetwo strategies have really helped Pizza hut to evolve out as a market leader with a competitive

advantage.

Review of Literature: Case Studies & Articles:

Comparison Between Pizza Hut And Dominos


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In the land of tandoori rotis and masala dosas, does Italian food have any place? Yes, says thestatistics. The pizza industry is really sizzling with hectic activity. The 150 Cr industry growing atan annual rate of 50% is expanding at a frantic pace. Organized food service is characterized by achain of outlets using a uniform brand identity across all outlets, centralized procurement ofsupplies, focus on quality, standardization and safety from suppliers uniformity in product menusacross outlets, uniform taste, and existence of strong controls and the use of technology.

Indian taste buds are demanding more and pizza industry one of the most intensive industry is allgearing on. People across the country are consuming over three million pizzas a month currently,and the monthly sales figures are projected to double in the next four years. According to industrydata, of the total branded quick service restaurant market of over Rs 1,200 crore, the pizza chainscontribute around 50 per cent of the sales.

Dominos shows us how the age of lost cost video has not removed the need for

good PR.

About 9 months ago, a video abounded on the internet (and news shows on terrestrial TV) showing2 Dominos employees doing what we all suspect lowly paid, under motivated and just plainmischievous food service workers do with our food once we turn our backs. Lets just say nostrilsand underwear, cheese and salami was involved. Anyway, the company President (Patrick Doyle)then used the same medium to broadcast his companys apology and how theyve sanitized..(theshop)from top to bottom. All pretty commendable in their quick reaction times. Still, not thebest for a food brand to be associated with poor sanitary conditions. So what does the company donext? Spend millions of dollars apologizing for making bad food. Have to say, that probablywouldnt have been my first thought.

Last month Dominos took personal self flagellation a step further with their pizza turnaroundcampaign. Queue a 4 minute video detailing how theyre turning their pizza around to be muchbetter tasting. However about 25% of the video is taken up with negative message about the

pizza - in written, oral and visual media. Its one thing to acknowledge youve made a mistake,another to publicize those comments to an even wider audience. Regardless, their sitewww.pizzaturnaround.com seems to be getting great traction and tweets abound with peoplesverdicts on the new and improved pizzas. Whether this will help see an increase in market shareonly time will tell.

Public Relations Manager

Domino's Pizza, Inc.

Public Company; DPZ; Restaurants industry

May 2004 December 2007 (3 years 8 months)

Led internal team and Dominos national PR agency to develop and implement national and local

PR strategies to drive sales and strengthen the Dominos Pizza brand. Identified opportunities to

secure positive media coverage and communicate company positions. Counseled executive

leadership team, including Chairman and CEO, Dominos employees and franchisees on effective

communications skills and key message delivery.
http://www.pizzaturnaround.com/http://www.linkedin.com/companies/domino's-pizza?trk=ppro_cprofhttp://www.pizzaturnaround.com/http://www.linkedin.com/companies/domino's-pizza?trk=ppro_cprof


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- Official company spokesperson.

- Led communications as member of Dominos crew member re-image team.

- Worked alongside EVP of franchise operations to build internal process in support of increased

participation in local store marketing and PR.

- Created PR curriculum for new franchisee classes and presented to incoming groups.

- Secured 1.2 billion positive media impressions in 2006 to position Dominos as a cool brand.

- Executed successful product launches for more than 10 new products.

- Secured positive media coverage for Dominos in high-profile publications including Fortune

magazine, the Wall Street Journal, and The New York Times.

- Managed PR for the most successful Super Bowl Sunday in Dominos history, generating more

than 150 million media impressions including appearances on Good Morning America and the

Today Show."

- Served as official company spokesperson.

Positioning Wars

When Domino's entered the Indian market, the concept of home delivery was still in its nascent

stages. It existed only in some major cities and was restricted to delivery by the friendly

neighborhood fast food outlets. Eating out at 'branded' restaurants was more prevalent. To

penetrate the Indian market, Domino's introduced an integrated home delivery system from a

network of company outlets within 30 minutes of the order being placed.

However, Domino's was not the trendsetter so far as home delivery was concerned. Delhi based

fast food chain, Nirula's was the first to start free home delivery in 1994. But where Domino's stole

the market was its efficient delivery record. Goutham Advani (Advani), Chief of Marketing,


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Domino's Pizza India, said, "What really worked its way into the Indian mind set was the promised

thirty minute delivery." Domino's also offered compensation: Rs.30/- off the price tag, if there was

a delay in delivery.4 For the first 4 years in India, Domino's concentrated on its 'Delivery' act.

For its delivery promise to work, Domino's followed a 11-minute schedule: one minute for taking

down the order, one minute for Pizza-making, six minutes oven-time, and three minutes for

packing, sealing and exit. Pizza Hut, on the other hand, laid more emphasis on its "restaurant

dining experience." It positioned itself as a family restaurant and also concentrated on wooing kids.

Its delivery service was not time-bound.

A company official said, "The Pizza making process takes about 20 minutes and since we don't

usually deliver to places which are beyond the reachable-in-half-an-hour distance, customers can

expect home delivery within 45 minutes." Moreover, analysts felt that Pizza was something that

just was not meant to be delivered. Said Vivek Sure, Projects Manager, Pizza Express, "If you

don't eat pizza fresh, it turns cold and soggy." However, Domino's seemed to have overcome this

problem through its delivery pack called 'Domino's Heatwave.'5
http://www.icmrindia.org/free%20resources/casestudies/pizza.htm#b4http://www.icmrindia.org/free%20resources/casestudies/pizza.htm#b5http://www.icmrindia.org/free%20resources/casestudies/pizza.htm#b4http://www.icmrindia.org/free%20resources/casestudies/pizza.htm#b5


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Pizza Hut delivers - but Domino's ain't buying: Domino's challenges Pizza

Hut TV ads, charges unfair representation

Pizza Hut delivers -- but Domino's ain't buying

Domino's challenges Pizza Hut TV ads, charges unfair representation

WICHITA, Kan. -- For the third time in as many years, Pizza Hut has launched a controversialadvertising campaign blasting a competitor and raising the stakes in the sizzling delivery market.

This time the target was Domino's Pizza, the leading chain for home delivered pizza.

Pizza Hut outraged Domino's with a comparative advertising campaign Domino's officials said wasoffensive and unfair to Domino's employees.

In Pizza Hut's "Change for the better, change for the best" ad campaign, two young men with theirshirts unbuttoned and t-shirts showing were shown relaxing on a sun deck awaiting the arrival of apizza. One says to the other, "If Pizza Hut didn't deliver; I don't know who we'd call." As thecamera pulls back and pans down, the viewer realizes that the sun deck is actually the roof of aDomino's unit.

But the surprising kicker of the ad is when -- following a rock-n-roll, MTV-like montage of a PizzaHut delivery unit in action -- one of the young men, after eating the Pizza Hut pie, says to hisbuddy, "Well, back to work," and they both put on Domino's Pizza caps.

"Frankly, we have no problems with comparative ads," said Mike Jenkins, a spokesman forDomino's. "But this ad, by taking our logo, slams our employees, our franchisees and our system.We would not have any objections if it had just been a straight ad, but they are deliberatelyportraying a situation that is false--that our employees are unkempt and profoundly stupid."

"To think there are two men sitting on top of a Domino's unit and they couldn't think of anotherplace to order. You've got to be monumentally stupid."

"We didn't expect that they would call us to tell us that they liked it," said Roger Rydell, aspokesman for Pizza Hut. "We saw a humorous ad and I guess we ran the risk of turning somepeople off, but we did an awful lot of consumer research and people saw the ad as having a jokewith the two guys turning out to be Domino's employees."


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Case Study: Business Ethics: A Domino's Case Study

(By: Sam Janett; Monday 27th September 2010; Website:

http://www.room4rent.co.nz/Blog/article/88)

The main conflict of the Dominos case is the argument that Dominos 30 minute pizza

delivery guarantee causes and incentivises their drivers to drive recklessly and hence causeaccidents that otherwise could have been avoided.

The Facts:

Dominos had a 30 minute guarantee that if a customers pizza order was not delivered within30mins of them placing the order they got a full refund.

It was later changed to a $3 refund for their order.

Dominos has grown to be one of the largest Pizza restaurants in the world. The business rapidlyexpanded from one restaurant in 1960 to 1000 in 1983. By 1993 there was over 5500 Dominos

restaurants around the world either owned by the company or franchised to other owners.

In 1984 Dominos introduced their 30 minute guarantee.

Shortly after Dominos introduced the guarantee they began receiving complaints that they wereencouraging unsafe driving. This resulted in small lawsuits that the company settled out of court.

The company implemented driver training procedures to educate their drivers about theimportance of road safety. Measures included driver training manuals, firing managers who failedto pay attention to safety, training supervisors as certified defensive driving instructors, usingsafety training tapes, making drivers pass safe driving tests and take defensive driving classes.

The company publicized all of these new safety programs.

A 1989 study of pizza chains in South Carolina suggested that Dominos had little competitiveadvantage other than their fast delivery.

In 1989 the director of the National Safe Workplace Institute claimed that in 1988 Dominosdrivers were involved in 100 accidents resulting in 10 deaths.

In 1990 the Institute announced that in 1989 Dominos drivers were involved in 140 accidentsresulting in 20 deaths.

The director of the institute alleged that Dominos 30 minute guarantee was responsible for manyof the deaths.

In 1989 and 1990 Dominos had a total of 80,000 drivers working for them.

In early 1990 Dominos developed a new 14 part safe-driving program for their drivers.

Dominos said they conducted studies to see if their 30 minute guarantee was a significant causeof delivery accidents and found that accidents had been caused primarily by road and weatherconditions and by drivers falling asleep at the wheel, not by speeding attributable to the guarantee.
http://www.room4rent.co.nz/Blog/article/88http://www.room4rent.co.nz/Blog/article/88


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A Dominos employee testified during a trial in Pennsylvania that at the outlet at which heworked a driver who met the 30 minute deadline with four pizzas in an hour got a bonus of 1% ofthose sales.

Drivers who missed the 30 minute deadline were given only one or two pizzas to deliver thuspreventing them from making what the faster drivers made in tips.

Another driver claimed the 30 minute deadline pushed him to do things he normally wouldntlike going 50mph in a 40mph zone.

Critics alleged that the compensation system provided an incentive for drivers to deliver as manypizzas as possible during a work shift. Drivers receive the minimum wage of $3.35 an hour and amileage reimbursement however the bulk of their pay came from tips which increased as thenumber of the number of pizzas delivered increased.

In late 1990 Dominos installed a toll free number that people could call if they saw a Dominosemployee driving recklessly. The company also hired behavioural scientists to revamp their driver-safety program.

Dominos arguments:

Dominos argues that their 30 minute guarantee does not cause or incentivise their drivers to driverecklessly and hence cause accidents that could have otherwise been avoided.

They have the following main points backing their argument:

1. Their independent studies concluded that accidents had been caused primarily by road andweather conditions and drivers falling asleep at the wheel not by speeding attributable to theguarantee.

2. They have put in place significant safety and training procedures to ensure drivers can makefully educated road safety decisions when delivering pizza.

3. Their motto for speed is based on Go fast in the shop, go slow on the road.

4. They have conditions in place to ensure that the guarantee is achievable in almost everysituation. A pizza should be made in 8 minutes, leaving the drivers 22 minutes to deliver the pizza.In addition to this, outlets were not to guarantee delivery to an area more than two or three milesaway.

5. Dominos could also argue that the research that concluded there were 140 accidents involvingDominos drivers does not actually reveal whether the accidents were Dominos drivers fault.

6. Another argument Dominos could put forward is that 140 accidents from 80,000+ drivers inone year is an unavoidable statistic given the accident rates on American roads. Furthering thisargument, Dominos could try and argue that the 140 accidents are worth it given the benefit givento society by having fast pizza delivery.

7. Dominos could argue that there are other industries which involve reckless driving such as thepostal service.

National Safe Workplace Institutes and independents arguments:


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The NSWI and independents argue that Dominos 30 minute pizza delivery guarantee causes andincentivizes their drivers to drive recklessly and hence cause accidents that otherwise could havebeen avoided.

Their argument is based on the following main points:

1. In 1988 there were 100 accidents resulting in 10 deaths which involved Dominos drivers.

2. In 1989 there were 140 accidents resulting in 20 deaths which involved Dominos drivers.

3. Some of Dominos drivers are incentivised to drive recklessly in order to make more money.This is shown in the court cases where it was highlighted that at one Dominos outlet drivers weregiven bonuses if they could achieve the guarantee and other drivers were punished if they couldnt.It is not explained in the case study whether this system is a unique case or whether numerousoutlets employ the same tactics.

4. However, whilst not all outlets may employ these tactics the compensation system does providean incentive for drivers to deliver as many pizzas as possible during a work shift. Drivers are paidminimum wage and mileage reimbursement but the bulk of their pay comes from tips whichincrease with the number of pizzas delivered.

5. More strong evidence came from a court case where a driver claimed the guarantee would pushhim to do things he normally wouldnt such as going 50mph in a 40mph zone.

6. Whilst it doesnt say it in the case study there may be a culture amongst drivers to compete forprestige and the honour of being the fastest and best. The pay rate of a driver is extremely lowand hence attracts younger employees. I believe the statistics for drivers would lean heavilytowards teenage boys. This demographic is very impressionable and susceptible to peer pressure.They are also more likely to make bad decisions as their brain cannot fully understand theconsequences of their actions.

So what are the ethical issues?

Do the benefits of having the guarantee outweigh the consequences? (Assuming that theguarantee is responsible for some accidents.)

Does Dominos have a compensation system which incentives drivers to deliver as many pizzasas possible in a shift?

Has Dominos put in place enough safety procedures and training programmes to make

themselves exempt from their drivers accidents?

In my opinion:

There are two very different issues that need to be investigated for this case. Firstly whether theguarantee causes drivers to have accidents which otherwise would not have happened. Andsecondly: whether Dominos incentivises drivers to drive recklessly through their compensationsystem.


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Graphical Representation of the Various Questions from

the Questionnaire:

Domino's

00.5

11.5

22.5

33.5

44.5

5

Quality

Price

Branches

Ambiance

Hygin

e

Service

s

Variety

Crust

Taste

Efficiency

Professio

nalis

m

Domino's

From the above graphical representation we come to the parameters above on the Y axis are really

very important to know whether which pizza brands is more likeable by the customers. The above

factors have to be considered when choosing the brands. Every factor on the X axis is considered

to be vital and have to be as per the customer requirements. Here according to the diagram we can

conclude that some factor favors Dominos and some factors are favoring Pizza Hut, but due to

brand loyalty we can say that dominos gets an advantage over maximum factors.


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Value for money

0

10

20

30

40

50

60

70

80

Domino's Pizza Hut

Value for money

The above diagram represents Dominos and Pizza Hut on the X axis and Y axis represents value

for money. We can conclude that when it comes to money Dominos is privileged over Pizza Hut.

It may be due to its brand loyalty among the customers.

J oint's preference

0

10

20

30

40

50

60

70

Domino's Pizza Hut

J oint's preference

The above diagram represents Dominos and Pizza Hut on the X axis and Y axis represents joints

preference. We can conclude that when it comes to joints Dominos is advantaged over Pizza Hut.


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Impact of celebrity Endorsement

0

10

20

30

40

50

60

70

Domino's Pizza Hut

Impact of celebrity

Endorsement

In the above graph we have measured the impact of celebrity endorsement on onsumers. We

have concluded from the above graph that Domino's celebrity endorsement done by Actress

Sagrika Ghatke is having much more impact than that of Pizza Hut which is done by actress

Lara Dutta .

Conveniently readable menu card

0

10

20

30

40

50

60

70

Domino's Pizza Hut

Conveniently readable

menu card

In this Graph we have Measured the customers views about the menu cards of the two pizza

brands and found out that people find Dominos menu card more convenient to read than that of

Pizza Hut.


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Attractive Promotional offer's

0

10

20

30

40

50

60

70

80

Domino's Pizza Hut

Attractive Promotional

offer's

We always watch television, where you find more advertisements of dominos than that of any

other brands. This throws a great impact on the consumers when buying the products. The

advertisement does not only contain Celebs but also amazing offers which attract the consumers.

Convenient location of outlet's

0

10

20

30

4050

60

70

80

Domino's Pizza Hut

Convenient location of

outlet's

We all know how flourish the pizza brands are? When it comes to outlets its always favors the

pizza king In India The Dominos.No other brand can compete till date with it.


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Better packaging

0

10

20

30

40

50

60

70

Domino's Pizza Hut

Better packaging

In the above Graph we have measured the customers liking towards the packaging of pizza of twopizza brands. From the above graph we found out that customers are more attracted towards the

packing to Dominos pizza over Pizza huts packing.

Importance of Formal attire

(uniform)

0

10

20

30

40

50

60

Yes No

Importance of Formal

attire (uniform)

In the above Graph we have shown the customers view about the importance of the formal attire/

uniform of the pizza delivery boy .


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Better communication skills of

employees

48

48.5

49

49.5

50

50.5

51

51.5

Domino's Pizza Hut

Better communicationskills of employees

In this Graph we have measured the level of communication skills of the employees of two

brands. We came to a conclusion that most of the respondents of our survey favoured Dominos

employees communication skills.

Attractive Logo

0

10

20

30

40

50

60

Domino's Pizza Hut

Attractive Logo

In this Graph we have measured which pizza brands logo is more attracting or appealing and here

Pizza hut took the lead as most of the customers favoured pizza hut. They find Pizza huts logo

more attractive than that of Dominos.


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Influential Brand

0

10

20

30

40

50

60

70

Domino's Pizza Hut

Influential Brand

In the above Graph we have measured the influence of two pizza brands on the customers. we

came to a conclusion that customers are more influenced by Dominos Pizza than Pizza hut.This

may be because of many reasons like Service, quality or any other reason.

Impactful Public Relations (PR)

Strategies

0

10

20

30

40

50

60

70

Domino's Pizza Hut

Impactful Public

Relations (PR) Strategies

In this Graph we have measured the PR Strategies of two brands which brand has a more impactful

PR Strategy.We came to a conclusion that Dominos PR Strategy is much more impactful than that

of Pizza hut.


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Active in Social Issues or Matters

(Including both Domino's and Pizza

Hut)

0

10

20

30

40

50

6070

80

90

YES NO

Active in Social Issuesor Matters (Includingboth Domino's and

In this Graph we have measured Whether any of the two pizza brand is active in social issues or

matter . Most of the respondents have said that none of the brands are active in social issues or

matters.

Controversies (both brands)

0

10

20

30

40

5060

70

80

90

100

YES NO

Controversies (bothbrands)

In this graph we have measured the custoomers response towards the question of controversies.If

they know any controversies about any of the two pizza brands.We came to a conclusion thataround 86% people dont know about any controversies about any of the brands.


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Promotional Strategies (PR Strategies)

- Dominos has tied up with Vodafone where Vodafone provides the promotional schemes or

offers of Vodafone Tuesdays in which Vodafone users can redeem an offer with Dominos

relating to their pizza order.

- Dominos also had a tie up with HDFC Bank where in a person gets 15% off on a bill of

Rs. 350 or above when cash withdrawal is done and the receipt of the same can be used for

the offer.

- Quick Service

- High Speed

- Efficiency

- Convenience

-Limited New Choice

- Value Price

- Expansion

- Dominos on Stock Exchange

- Online Delivery Service

- Blogging

- Feedback Page

- Advertisements

- Billboards

- Appearance of Product in Movies For example dominos pizza was used in the movie

Wake Up Sid.

- Video uploads on Youtube

- Discount Coupons

- Social Campaigns


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Analysis of the Documentary:

From the documentary we observed that customer satisfaction is a very important factor that

Dominos keeps in consideration when it comes to its products.

One of the videos shows the evaluation of Internal PR and the analysis of customer complaints,

suggestions and feedbacks.

They refer to it and innovate their product and improve and hence to retain their customers back

they go to the same customers and put a challenge across in which they succeed.

Also Dominos runs a business model of delivery system where as Pizza Hut has delivery but more

of a restaurant type business.

If the advertisements are compared, Dominos has many and uses to too expensive or high

standard celebrity endorsements whereas Pizza Hut uses a persuasive strategy of advertisement

using Lara Datta in its pizza promotional advertisements.


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Menu Cards: Dominos & Pizza Hut


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Bibliography:

http://www.recipepizza.com/the_history_of_pizza_hut.htm

http://www.investsmart.com.au/shares/asx/Dominos-Pizza-Enterprises-DMP.asp
http://www.recipepizza.com/the_history_of_pizza_hut.htmhttp://www.investsmart.com.au/shares/asx/Dominos-Pizza-Enterprises-DMP.asphttp://www.recipepizza.com/the_history_of_pizza_hut.htmhttp://www.investsmart.com.au/shares/asx/Dominos-Pizza-Enterprises-DMP.asp

pr project - 3rd final (1)

Documents