Until 1996, Pizza in India was synonymous only a bready dough base slathered with some ketchup.

Since 1996, there was a proliferation of high-priced branded pizzas in the market, with the entry of international pizza chains.

o ABHINAB MISHRA o CHANDRA SEKHAR MOHANTY

o LINKAN KUMAR PRADHAN.

o SUDHANSHU SEKHAR DHIR.

Indian Pizza Industry- An Overview

Indians Organized pizza market is worth Rs 700 crore and is growing at a rate of 30 per cent annually. Organized Market : Pizza hut, Dominos, Papa Johns, Smokin Joes , Amul are some of the well known brands Dominos being the leading player with 45% market share Following services are being currently offered Home deliveries Dine-in Take-aways

history of dominos
Founded in 1960 by Tom Monaghan. Second-largest Pizza chain in the United States. about 8,500 corporate and franchised stores in 55 countries. Domino's Pizza outlet in India opened in 1996. Close to 274 outlets in 55 cities of India. 70 percent of its revenue comes from home delivery service & around 30 percent is over-the-counter sales.

margherita

A hugely popular
margherita, with a deliciously tangy single cheese topping

Cheese-tomatopizza The good old cheese pizza just got juicier

and tangier!

Cheese & barbeque chicken A thrill from the grillbarbeque chicken with a generous topping of cheese Spicy chicken Hot stuff! Handle with care. This one features

hot and spicy chicken

with red pepper that adds an extra punch

Non- veg pasta

italiano white
Penne Pasta tossed

with extra virgin olive oil, exotic herbs & a generous helping of

new flavoured sauce

Veg pasta italiano white Penne Pasta tossed with extra virgin olive oil, exotic herbs & a generous helping of new flavored sauce

Dominos V/s Competitors

Pizza Industry India Market Share
Others 25%

Domino's 45%

Pizza Hut 30%

Others- Papa Johns, Smokin Joes, Little Caesars and also the unorganized sector

DOMINO VS. PIZZA HUT

Pizza Hut and Dominos Pizza have been in the pizza business for quite
long, existing in the market as major competitors.

Pizza Hut
Pizza Hut started out as a small restaurant built like a hut in 1958. Ever
since then, it has kept growing worldwide and has the largest franchise in the business. Since its inception, Pizza Hut consistently offers quality

pizza to its customers.

Although Pizza Hut prices are quite expensive compared to its competitors, they justify it with a variety of super tasty pizzas. For most people who prefer Pizza Hut, they believe that their pizza is more superior in comparison with the rest and it is most worthy of their money.

dominos Pizza
Dominos Pizza, on the other hand, started in the sixties where owners Tom and James Monaghan bought a small pizzeria and improved its image and named it as such.

With increase in sales and popularity among customers, Dominos quickly spread its business locally and internationally.

Although the business grew, for the first 25 years it has been a plainly traditional business of thin crust regular pizza, very simple and streamlined. Until competition and increasing market demand forced them to introduce more variations to its menu such as deep crust pizzas and other non-pizza items.

Difference between Pizza Hut and Domino Pizza

Comparing both pizzas lies on certain criteria. It is quite evident that Pizza Hut is more superior to Dominos Pizza when it comes to taste,

while Dominos Pizza boasts at its affordability and average but

satisfying product. But other things still matter in winning over a customer or an avid pizza-eater.

Since Dominos has a lot of branches worldwide, one can easily spot a
Dominos outlet compared to Pizza Hut, thus people tend to go for what is closest.

Another is value and obviously Pizza Hut gives more value thus more
costly. Menu selection also matters to people who want variations and Dominos basically fail in this category if compared to Pizza Hut.

In brief:
Pizza Hut and Dominos Pizza started early in the business and has gained popularity among consumers and made a worldwide impact evidenced by their growing franchises. Pizza Hut is the more expensive pizza compared to Dominos pizza but Dominos have more branches

catering to a lot of people, making it more convenient

to them.

Pizza Hut offers more varieties in their menus

Positioning
One drawback of the positioning of our product as 30 minutes or else free was stopped seeing the number of accidents taking place in order to deliver it within 30 minutes.

So, shifting from that positioning we came up with Khushiyon ki home delivery

Positioning Wars
When Dominos 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 neighbourhood fast food outlets.

Eating out at branded restaurants was more prevalent. To penetrate the Indian market, Dominos introduced an integrated home delivery system

from a network of company outlets within 30 minutes of the order being

placed. However, Dominos was not the trendsetter so far as home delivery was

concerned. Delhi based fast food chain, Nirulas was the first to start free
home delivery in 1994.

 But where Dominos stole the market was its efficient delivery record.

Goutham Advani ,Chief of Marketing, Dominos Pizza India, said, What

really worked its way into the Indian mind set was the promised thirty minute delivery.
Dominos also offered compensation: Rs.30/- off the price tag, if there was a delay in delivery.4 For the first 4 years in India, Dominos concentrated on its Delivery act. For its delivery promise to work, Dominos followed a 11-minute schedule: one minute for taking down the order, one minute for Pizzamaking, 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.

SWOT ANALYSIS

MARKETING TACTICS (4Ps)

PRODUCT
Pizzas

Pastas
Breadsticks Cheese Dips Beverages

Choc lava

PRICE

PROMOTION
Customers can order their pizzas by calling a single countrywide Happiness Hotline 1800-111-123.

Advertising

TV Ads. Newspaper Hungry Kya?, Khushiyon ki Home Delivery.

PLACE
Dominos has distributed in 4 part

1) WESTEN REGION 2) SOUTHERN REGION 3) NORTH REGION 4) EASTERN REGION