Presentation On
Presented By :
Rajwinder Singh Pabla Kamaldeep Singh Abhishek Azad Bhatt
INTRODUCTION
Pizza Hut
Good time start with great Pizza
It entered India (Delhi) in June 1996
By Jan 2001 pizza hut had 19 outlet across India
Presently it has 142 outlets in 32 cities in India
Pizza Hut is the largest pizza restaurant company in the world It has 12,000 outlets in 90 countries Employing more than 300,000 people.
Domino's Pizza
Hungry Kya ?
It entered India (Delhi) in 1996 through a franchise agreement with Vam Bhartia Corp.
Speedy growth (1 outlet in 1996 & 101 outlets in Feb 2001 ). At present 220 outlets in 42 cites in India.
Emphasis on home delivery.
Domino's believes strongly in the strategy of Think local and act regional .
Market shares of Pizza Hut And Dominos
MARKET SHARES
Market Share as on 1999
PIZZA CHAIN MARKET SHARE (%)
Pizza Hut
Dominos Others
46.42
21.67 31.91
Market share as on 2000
PIZZA CHAIN Pizza Hut Dominos Others MARKET SHARE (%) 18 70* 12
Current Market Shares
Market Share
Other 20%
Pizza Hut 45% Domino's 35%
MARKETING STRATEGY
Pan in your name
Buy 1 get 1 free
Pizza pooch menu
1 Rs. Pan deal Bara nahi to tera [ on time or free ] Reduction in price
Ads on T.V. ( Hungry Kya )
Tie up with M.T.N.L . & discovery channels Database Marketing.
Ads. On T.V. Channels from July 2001
4ps oF piZZA HUT AnD Dominos
PRODUCT
All offering inclusiv e Value added services Hot pizza , good to eat Potential Product Pizza hut experience as a whole Value add Augment Product
Good Taste Expected Product
Pizza
Food Basic Product Basic Requirement Core Benefits
Enjoyment
All offering inclusive Value added services Hot pizza , good to eat
Potential Product Pizza hut experience as a whole Value add Augment Product
Good Taste Expected Product
Enjoyment
Food Basic Product Basic Requirement Core Benefits
Food
PLACE
Pizza hut : masters at pull strategy
It pioneered the practice of advertising and promotion in the fast food industry .
Pizza hut achieved this remarkable feat by adopting a different marketing strategy that involved increasing ambiences and amusement for the customers
Dominos : pursuing a push strategy
The advertising layout for Dominos is minimal in India . Dominos concentrates on incentivizing customers instead off advertising and promotion . As a result , dominos regularly introduces sell-in schemes , promotional coupon ,festival offers etc.
PRICE
Company Dominos Pizza Hut Price Range ( Rs ) 39-265 75-350
The Initially high price of Dominos was attributed to the high quality of ingredients used.
For instance, Domino's sourced its Peperoni and Jalapeno needs from Australia and Spain respectively. However, with competition increasing from Pizza Hut, Domino's introduced price cuts, discounts and freebies to attract the customers.
Domino's was spending 50% of its total marketing budget on special offers and discounts and pizza training classes.
PROMOTION
Promotional and advertisement campaigns
The pizza delivery business had traditionally been promotion driven. Coupons and discounts were offered by all pizza delivery chains to woo customers . Since its inception , Dominos had been known for its unique promotions that included fast delivery and innovations to cater to a varied palette .
Use of technology
Online sales accounted for over 70 percent of its total sales in 2008. Dominos planned to further exploit the increasing potential of the online medium as one of the promotional and distributional channels in the downturn.
SWOT Analysis
SWOT ANALYSIS OF PIZZA HUT
STRENGTH
Unmatchable quality and variety Strong brand image Customer satisfaction Hygiene
WEAKNESS
Inadequate advertisement Inadequacy of outlets High prices Lack of parking facilities
OPPORTUNIITY
Growing Fast food market City specific food habit Product attractive offers
THREAT
Emergence of competitor Low price of competitor No take away counters for pizzas
SWOT ANALYSIS OF DOMINOS
STRENGTH
More outlets Even in smaller towns Less than 30 minutes home delivery Low prices Customer satisfaction Excellent offers
WEAKNESS
Lack of variety Outlets lack space No option for birthday parties and corporate lunches
OPPORTUNIITY
Growing Fast food market Bigger outlets Introduce more varieties
THREAT
Emergence of competitor Better quality and variety of competitor Reckless riding for delivery in time
Conclusion
We come to a conclusion that: Pizza Hut is preferred over dominos in terms of Varity of Pizzas Good ambience Services offered Quality of pizzas Location of the Outlet Waiting time in the outlet Dominos is being preferred over pizza hut in terms of Door step services Low pricing
