MARKETING MANAGEMENT

TERM PAPER

COMPARATIVE ANALYSIS

OF

SUBMITTED TO SUBMITTED BY

Ms. Kanika Jhamb Anand Dhawan

RA17B1A03

Introduction

Fast food is one of the world’s largest fast growing industry types. India’s fast food industry is growing by 40%. The 6000 corer fast food retail industry is mainly dominated by the multinational players and the key players which are active in the research of the food retailing. Because of the availability of raw material for fast food, global chains are flooding into the country. The percentage share held by foodservice of total consumer expenditure on food has increased from a very low base to stand at 2.6% in 2001. Eating at home remains very much ingrained in Indian culture and changes in eating habits are very slow moving with barriers to eating out entrenched in certain sectors of Indian society. The growth in nuclear families, particularly in urban India, exposure to global media and western cuisine and an increasing number of women joining the workforce have had an impact on eating out trends.

Major players in fast food are:

McDonald’s KFC Pizza hut Dominos pizza Café coffee day Barista Subway Papa John’s Smokin joe’s

Domino's and Pizza Hut, the two big US fast food chains entered India in 1996. Each claimed it had the original recipe as the Italians first wrote it and was trying desperately to create brand loyalty. Domino's and Pizza Hut - tried to grab as large a slice of the pizza pie as possible.

While Pizza Hut relied on its USP of "dining experience", Domino's USP was a 30-minute delivery frame. To penetrate the market, both the players redefined their recipes to suit the Indian tastes. Domino's went a step ahead by differentiating regions and applying the taste-factor accordingly. Domino's also made ordering simpler through a single toll-free number throughout the country.Domino's and Pizza Hut expanded their market ever since they entered India. Pizza Hut is the world's largest casual dining restaurant chain with over 13,000 restaurants across 97 countries and 143 stores across 34 cities in India., including Delhi, Mumbai, Bangalore, Chennai, Kolkata, Hyderabad, Pune, and Chandigarh and Yum! is in the process of opening Pizza Hut restaurants at many more locations to service a larger customer base across the country.

Today Domino's Pizza India has grown into a countrywide network of more than 300 stores with a team of over 9,000 people. According to the India Retail Report 2009, Domino’s were the largest Pizza chain in India and the fastest growing multinational fast food chain between 2006-2007 and 2008-2009 in terms of number of stores.

Objective

(i) To find out the market strategies of both the brands.

(ii) To find out the various forces and their results on the industry.

(iii) To find out the comparative analysis between Pizza-hut and dominos-pizza.

(iv)To check out the preferences of the people or the consumers.

(v) To find out which factors are more preferred by the customers.

Market shares and major players

Indian taste buds are demanding more and pizza industry – one of the most intensive industry is all gearing 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 industry data, of the total branded quick service restaurant market make a sale of over Rs 1,200 Crore, the pizza chains contribute around 50 per cent of the sales i.e. worth Rs. 600 Crore.

The major players of the Pizza industry are:-

• Pizza Hut• Domino’s• Smokin joe’s• Garcia’s• Papa john’s• Us pizza

Market share as on 1999

PIZZA CHAIN  MARKET SHARE (%)Pizza Hut  46.42Domino's  21.67Others  31.91

Source: Financial Express

Market share as on 2000

Pizza Chain  2000 Market Share (%)Pizza Hut  18Domino's  70*Others  12

Source: Business Standard, As claimed by the company

Current Market Shares

Branded Pizza Market Share

Pizza HutDomino'sOthers

The major market players are Pizza Hut and Domino’s with market share of 45% and 35% respectively and other shares 20% of the market.

Major forces affecting the Industry

In major cities of India like Delhi, Mumbai, Bangalore Pizza Hut and Domino’s have a competition with Pizza corner, Smokin joe’s, Us pizza, Garcia’s but in small cities Pizza Hut and Domino’s are the major players.

Threat of new entrants

With the economic reforms and liberalization, many new entrants also want the revenue of the 200 billion Indian fast food industries.

There are many new entrants in the branded pizza industry some of them are

• Papa john’s pizza• Us pizza

Some Indian brands are:-

• Pizza Express• Pizza Corner• Slice of Italy

They have captured a lot of customers with their new style and discount offers. Much young crowd flock their restaurants and their taste buds are getting modified. Now the new entrants are also likely to enter the small cities and make their presence. Thus pizza hut and dominos have to rethink their strategies so as to retain their customers. They have to constantly differentiate their services from the newer entrants

Substitutes

There are lots of substitutes which are available to choose with respect to the fast food industry some of them are

• McDonald’s• Barista• Cafe coffee day• Chinese restaurants (mainland china)• Other restaurants

Largely it depends upon the customers what they want to have. Generally it is assumed that when people dine outside, they think of having pizza at least 25% of time. Thus if the brand recall of a particular company is good, more people will tend to go there. Higher the quality of food, service, higher will be product recall and sales

Buyer’s bargaining power

Pizza hut and dominos have higher market reach and greater visibility in the market with respect to the pizza industry and hence they command supplies at lower rate. However their counterparts, competitors cannot command such lower prices. Thus the muscle power of pizza hut and dominos is way beyond the others.

Supplier’s growing bargaining power

Supplies till now were not a problem but with the advent of the rising food costs (raw material inflation). Suppliers are not ready to supply items at the normal rate. Thus supplier’s muscle power grew only doe to inflation. Thus the company either has to increase the menu costs or reduce the operational costs to recover. Failing to do this will make the company into losses or to lose out in the industry.

Trends in the Indian market

Marketing to children

Fast food outlets in India target children’s as their major customers. They introduce varieties of things that will attract the children’s attention and by targeting children’s they automatically target their parents because children’s are always accompanied by their parents.

Low level customer commitment

Because of the large number of food retail outlets and also because of the tendency of customer to switch from one product to other, this industry faces low level customer commitment.

Attracting different segments of the market

Fast food outlets are introducing varieties of products in order to cater the demands of each and every segment of the market. They are introducing all categories of product so that people of all age, sex, class, income group etc can come and become a customer of their food line.

Core Competencies

Domino’s

“30 MINUTES OR FREE” service commitment

Responsibility towards society

Association with NGO’s.

Store Educational Trust (SET)

CRY (Child Relief and You)

Pizza Hut

Offering value food

Wide variety of food (International and National)

Competitors of the Pizza Hut and Dominos

• Pizza corner• McDonald’s• Barista• Cafe coffee Day• Subway• Papa john’s

• KFC

Pizza Hut and Domino’s competitor analysis

STP Analysis

SegmentationPizza hut

GeographicRegion – pizza hut outlets in different countries is a way of segmenting their market according to region and finding out potential markets.City – they also segment the cities as class i, class ii, metros, small towns.

DemographicAge – below 10years, 10 to 18 years, 18 to 25 years, 25 to 40 years, 40+ years.Family income – middle class, upper middle class, high classDual income earners – yes/no

PsychographicSocio-economic class – urban (a1, a2, b1, b2, c, d)

BehaviouralOccasions – birthdays, corporate lunches, marriages, parties, receptionsLoyalty status – low, medium, highUser status – first time, regular, non-user

DominosGeographic

Region – dominos outlets in different countries is a way of segmenting their market according to region and finding out potential markets.City – they also segment the cities as class i, class ii, metros, small towns.

Demographicage – under 13years, 13 to 21 years, 21 to 35 years, 35 to 50 years, 50+ years.family income – lower middle class, middle class, upper middle class, high class

Psychographicsocio-economic class – urban (a1, a2, b1, b2, c, d)

Behavioralloyalty status – low, medium, highuser status – first time, regular, non-user

TargetingPizza hut

In geographic segment they targeted countries where there were no pizza hut outlets. Initially opened in class i cities and then have now moved to metros.

In demographic segment their main target is the young adults ranging from 25 years to 40 years and also dual income earners family. They aim basically at the upper middle class and the high class income families.

In psychographic segmentation they targeted a1, a2, b1 socio-economic classes. In behavioural segmentation they targeted for occasions such as birthday bashes,

corporate lunches. It was also found that they were targeting the first time users because they felt that their quality and taste would automatically make them a loyal customer.

Dominos In geographic segment they targeted countries where there were no dominos outlets.

Initially opened in class ii cities and then have now moved to class i, metros and smaller towns.

In demographic segment their main target is the teenagers and college students (13 to 21years), young adults ranging from 21 years to 35 years. They aim basically at the middle class, upper middle class income families.

In psychographic segmentation they targeted a2, b1, b2 socio-economic classes. In behavioural segmentation it was found that they were targeting the first time users and

also their regular users.

Positioning

Points of differenceThe major point of difference between pizza hut and dominos is that pizza hut concentrates on in-restaurant dining. The ambience and decor of all pizza hut outlets are good and the outlets are spacious. When customers think of party and decide to have pizza, pizza hut only comes into their mind. Pizza hut also arranges kitty parties, birthday parties and business meetings in their outlets. Pizza hut has customized birthday party invites with different themes for the customers to choose and use it as invitations. Dominos aims at fast home delivery of pizza. Whenever

customers want to have pizza at home, they think of calling dominos and ordering for it because they are experts in home delivery of pizza. “We earn 60% of our revenue from home delivery of pizzas and 40% from the restaurant sales” , says Mr.navamani, manager of dominos, coimbatore v.o.c. Park outlet. In case of pizza hut, the major revenue is from restaurant sales.

Points of parityCategory points of parity – the main food item that is sold in pizza hut and dominos is pizza. As we all know, pizza comes under the fast food category of foods, both the companies must be good in speed of making and service. Irrespective of the cost, both pizza hut and dominos has to deliver or serve pizza in less time as compared to other main course food items served in other restaurants.

Competitive points of parity – competitive points of parity in case of pizza hut is that, even though pizza hut is costlier than dominos, they have their own customers, who do not bother about spending, but look for quality and personalized service. When we visit pizza hut, they have restaurant hostess who will assign us tables and introduce the steward who will be taking care of us. This is generally a procedure that is followed in five star category hotels and pizza hut is also following it to emphasize on service quality. In case of dominos, they are not costly as pizza hut and do not offer great ambience to customers, but offer good pizzas at nominal price. They concentrate on turnover of covers and cater to customers who don’t have time to spend on food and just stop over for refreshment. Moreover, dominos mainly looks into home delivery of pizzas and are experts in it.

MARKETING STRATEGIES

Overall both the companies achieve what they want to as for Dominos they have achieved in positioning themselves as the fastest serving pizza outlet and quenching the hunger.

Pizza Hut has come to become synonymous with the ‘best pizzas under one roof’. They have positioned themselves for their unique dining experience.

Thus from the market feedback, it can be seen that even customers feel the same as what the company wants them to.

Strategic Formulation

Overall Cost Leadership, Differentiation and FocusThis is achieved very effectively by Dominos as they do not intend to lose their focus from delivering pizzas at home

Dominos Brand thus relates mainly to service & delivery neither they promote their in dining experience nor they spend revenue for it.

Domino's vision is focused on “Exceptional people on a mission to be the best pizza delivery company in the world!”

Thus Dominos are able to provide good pizzas at relatively lower rate as they don’t spend much for the restaurant

Pizza Hut’s Premium pricePizza Hut is committed for providing uncompromising product quality, offering customers the highest value for money and giving service that is warm, friendly and personal.

They stress heavily on the dining experience and the ambience Thus at each point company charges a premium

Thus Pizzas from Pizza Hut costs a premium hence their customers also changes to high income groups.

Creation, Communication and Capturing ValueDomino’sDomino's Pizza constantly strives to develop products that suit the tastes of its consumers and hence delighting them. Domino's believes strongly in the strategy of “Think global and act local”. Thus, time and again Domino's Pizza has been innovating with delicious new products such as crusts, toppings and flavors suitable to the taste buds of Indian Consumers. Further, providing value for money at affordable products to the consumers has been Dominos motto. Initiatives such as Fun Meal and Pizza Mania have been extremely popular with consumers.

The Brand Positioning of “Khushiyon ki Home Delivery” (Happiness Home delivered) is the emotional benefit Dominos offer to consumers.Delicacies that do not rip wallets have always got the crowd coming back to the Dominos although its ambience is not up to that of its competitors. They have the maximum offers with respect to the discounts they offer throughout the year. Thus the customer has the maximum incentive to come back to Dominos. “Hungry Kya?”, promotion where hunger gets quelled in less than 30 minutes was a great value proposition . All other activities, be it new variants, great service, timely deliveries or more for the same price the effort of Dominos has always been directed towards making its customers happy, creating, communicating and delivering value.

Pizza HutWorkforce of Pizza Hut is chosen with the motto “Together we grow” with primary concern being quality of service, be it in terms of delivery or quality of pizzas.

A critical factor in Pizza Hut’s success has been a menu that has constantly evolved and expanded to cater to the changing needs and specific preferences of customers in different parts of the world. In having understood the pulse of the customers in India, Pizza Hut has clearly established itself as a brand with an Indian heart. Besides offering an extensive range of vegetarian pizzas, it was the first pizza chain to open a 100% vegetarian restaurant in India in Surat and later in Ahmedabad and Chowpatty, where it offers a Jain menu sans all root based ingredients. Moreover Pizza Hut is not just a hangout zone for youngsters. It organizes birthday bashes, kitty parties and corporate lunches They also have a variety of combinations of menu items which a customer can choose so that both the customer and the company can have a win-win situation. The company can have the maximum of the consumer surplus at the same time the consumer might feel that this was the best offer.

From the menu card one can see the family size variants and the different pizza combinations in the same one pizza are all the different ways of pricing. The company attains the maximum profit in the meat items, so they give the selection of pizzas slices of different varieties and they are clubbed together to form a single pizza.

Once the customer dines / orders @ home, normally discount coupons are given to the customer so that there is an incentive for the customer to order from pizza hut. Thus customers are forced to maintain loyalty towards pizza hut.

SWOT Analysis of Pizza Hut

SWOT Analysis of Dominos

4P’s of Pizza Hut and Domino’s

PRODUCTPizza hut

The customer value hierarchyFrom the above diagram we can see that pizza hut has enjoyment as a basic product but it provides food for it. Thus a person having a basic need of enjoyment can go to pizza hut and have pizza which is the company’s core product. Hot pizza and good taste are his expectation. Thus the company should ensure this by providing good pizza. The value adds services refer to the overall dining experience, the service quality, ambience etc.

Product differentiationWorldwide and in India, pizza hut has come to become synonymous with the ‘best pizzas under one roof’. This is because at pizza hut the belief is that every pizza has its own magic, thus making it a destination product – which everyone seeks. It is this belief that has ignited the passion to create, innovate and serve the finest product the industry has to offer, while Setting standards for others to strive to replicate. Pizza hut is committed to providing uncompromising product quality, offering customers the highest value for money and giving service that is warm, friendly and personal. A critical factor in pizza hut’s success has been its unique dining experience. Crewmembers at pizza hut strive each day to provide ‘customer mania’ – the kind of service that ensures that every visit of the customer is a memorable one.Pizza featuresPizza hut has many unique features of their product due to which it attracts the customers. The product is classified into non durable goods as it is a food item pizza hut differentiates itself with its competitors with respect to their wide range of offerings (menu items) one can find besides pizzas range of, pastas appetizers, cakes, and desserts etc. There are quite a lot number of menu items to chooseSome of the items are

Pizzas ( four different types) American Pan Pizza Stuffed crust Pizza Cheesy bites Masala cheesy bites

Pastas and salads Spicy Tomatoes

Arrabbiata Creamy mushroom Spicy tomatoes with smoked chiken Arrabbiata with smoked chicken

Appetizers Garlic bread Cheese garlic bread Garlic bread exotica Garlic bread spicy supreme

Desserts Chocolate truffle cake

Beverages Pepsi, Diet Pepsi, 7up, Mirinda

Conformance quality:Pizza hut’s products have very high conformance quality i.e. All the products produced are identical and meet the promised specificationsStylePizza is delivered in hot pans and served in style. The toppings in the pizzas are also dressed in a good fashion. Thus having ‘food in style’ defines pizza hut’s experience.

Service differentiationOrdering easeOnce one enters the restaurant immediately the assistants initiates the ordering process by providing the menu. All associates are well trained in english and can take order from any customer.DeliveryPizza hut’s style of delivering the pizza to the customer is quite an experience. The restaurant is aesthetically designed; all the staff members are uniquely dressed. Managers dressed in special uniforms. Also the tables, menu, are all placed in a good manner. This on itself is quite impressive. All orders placed in restaurant is served within 15-20 minutes and the take away orders (ordered on phone) is delivered within 30 minutes. Care also has been taken by the company to pack the pizzas in special covers so that it remains hot till the customer haves the food. Any pizzas delivered outside 30 minutes are given free. Also discount coupons are given to the customer in case one doesn’t want a free pizza

Domino’s

The customer value hierarchyFrom the above diagram we can see that dominos has a food as a basic product but overall it provides an experience. Thus a persxon having a basic need of food can go to dominos and have pizza which is the company’s core product. Hot pizza and good taste are his expectation. Thus the company should ensure this by providing good pizza. The value adds services refer to the overall dining experience, the service quality, ambience etc.

Product differentiationDomino's pizza India has maintained its position in the market with its constant product innovation and maintenance of stringent service standards. More importantly, it has established a reputation for being a home delivery specialist capable of delivering its pizzas within 30 minutes to its community of loyal customers from its entire chain of stores around the country. As the name suggests ‘the pizza delivery experts’ customers can order their pizzas by calling their hotline. Domino's believes strongly in the strategy of 'think local and act regional'. Thus, time and again domino's has been innovating toppings suitable to the taste buds of the local populace and these have been very well accepted by the Indian market. Also they had their promotional campaign “Hungry kya?” which means call up dominos if one is hungry and have the food in 30 minutes.

Pizza featuresPizza hut has many unique features of their product due to which it attracts the customers.The product is classified into non durable goods as it is a food item. Dominos differentiates Itself with its competitors with respect to their wide range of offerings (menu items).one can find besides pizzas, range of pastas appetizers, cakes, and desserts etc. There are quite a lot number of menu items to choose. The ‘chicken wings’ item has specially struck a chord with a lot of consumers as such a kind of item is not available in any other pizza outlets. This item is also perceived to be the tastiest of the lot. Indecently chicken wings are a side dish. Some of the menu items are

Pizzas Deep Dish Classic hand tossed Pizza

Pastas and salads Appetizers Desserts

Choco lava cake

Beverages Coke

PLACE

Once the product has been decided upon and the market segmented, targeted and the product positioned, it is time to decide how and where the marketer can deliver the value (product) to the customer. This is done through marketing channels that make the product available for consumption to the customer.

Push and pull strategies in channel marketing:

In a push strategy, the manufacturer uses his sales force, trade promotion, money or other means to induce intermediaries to carry promote and sell its products to end users. In a pull strategy, the manufacturer uses advertising, promotion and other forms of communication to persuade the customer to demand the product from intermediaries, thus inducing the intermediaries to order it.

Domino’s: pursuing a push strategy

Domino’s pursues a medium push strategy in its channel marketing. The advertising layout for Domino’s is minimal in India. Domino’s concentrates on incentivizing customers instead off advertising and promotion. As a result, domino’s regularly introduces sell-in schemes (promotional schemes for dealers), promotional coupon, festival offers etc.

Pizza hut: masters at pull strategy

Pizza hut follows more or less the opposite strategy. Pizza hut has mastered the art of 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.

PRICE

Tricon International said, “Indians are value-sensitive, not price-sensitive. We need to offer comeback value to our customer.” The high price 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.

Company Price Range (Rs)Domino's  39-265Pizza Hut  75-350

Pizza Price Comparison

Domino's was spending 50% of its total marketing budget on special offers and discounts along with delivered direct mailers and pizza training classes. Domino's also had a tie-up with Discovery Channel under which the channel advertised its pizzas while Domino's put the channel's name on its mailers. Domino's conducted Pizza making classes for school students. In 1998, it offered a clock to all its customers who had bought Rs.15,000 worth of pizzas throughout the year. Said a company official, “Database marketing is an important part of our strategy. We have a special cell analyzing our database to look for repeat and loyal customers.”

Brand building through advertising

Domino's and Pizza Hut initially restricted their ad strategy to banners, hoardings and specific promotions. In August 2000, Domino's launched the “Hungry Kya?” (Are You Hungry) sequence of advertisements on television. A company official said, “We realized that a Pizza couldn't be slotted – it could be a snack; then again, it could also be a complete meal” The only definitive common link between Domino's Pizzas and eating was the hunger platform.

The launch of ‘“Hungry Kya?” campaign coincided with “Hunger Helpline”. The helpline enabled the customers to dial a toll-free number (1800-111-123) from any place in India. The number automatically hunted out the nearest Domino's outlet from the place where the call was made and connected the customer for placing the order. The number also helped Domino's to add the customer's name, address and phone number to its database.

Domino's is committed for bringing fun and excitement to the lives of our customers by delivering delicious pizzas to their doorstep in 30 minutes or less, and all its strategies are aimed at fulfilling this commitment towards its large and ever-growing customer base.

Promotional and advertisement campaignsThe pizza delivery business had traditionally been promotion driven. Coupons and discounts were offered by all pizza delivery chains to woo customers. Since its inception, Domino’s had been known for its unique promotions that included fast delivery and innovations to cater to a varied palette.

Use of technologyOnline 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.

Creative strategyLatest in domino’s

Kwality wall’s ice-creams in dominos- For the first time dominos started offering ice creams .Selling ice cream in Domino’s is also a new sales promotion strategy to attract more customer in a new perceptive /innovative way.

Domino’s has also come up with pasta mania.

This was followed by Pizza Hut's first campaign on television in July 2001, which said, “Good times start with great pizzas”. The ad was aired during all the important programs on Star Plus, Sony, Sony Max, Star Movies, HBO, AXN, and MTV. Pizza Hut planned to spend between Rs.70-75 million on the ad campaign in 2001, said Pankaj Batra, The first ad campaign on TV defines Pizza Hut as a brand, and what it offers to its existing and potential customers.

Brand awareness Pizza Hut was among the first multinational brands to enter the food retail sector in India.

When the first Pizza Hut restaurant opened in Bangalore the quick service industry was at a nascent stage and the pizza category was dominated by a sole regional player who had a marginal presence.

The strength of Pizza Hut’s success globally lies in a marketing strategy that builds connections with customer’s everyday in different parts of the world. Many customer service initiatives have been uniquely developed for India and have been greatly instrumental in building an emotional bond with the customer.

The crewmembers at Pizza Hut break into a Boogie at restaurants in Delhi and Mumbai and do the Bhangra in Chandigarh and Amritsar. While a bell hangs at each Pizza Hut restaurant, which is rung by customers who as they leave wish to thank the servers for yet another memorable visit.

Pizza hut organized the Jig n Jeeto contest in Delhi for the first time, it received a phenomenal response with super star Fardeen Khan judging the show. Pizza Hut hopes to continue this contest as a tradition for the years to follow.

Brand attitudeInternational brand with an Indian heart Pizza Hut is one of the first international pizza chains with purely vegetarian dine-ins at Chowpatty (Mumbai), Ahmedabad and Surat, which also serve Jain menus. Pizza Hut has even opened two all-vegetarian restaurants in the western state of Gujarat to cater to the Jain religious community, whose members prefer not to eat at places where meat is served.

Offering more than the international menuInternational food chains typically offer only a few localised products in other parts of the world. However, Pizza Hut’s local menu is as large as the international one. According to Pizza Hut, the Indian food heritage is very rich, and hence Indians like local flavours. The Tandoori range of pizzas, which was developed locally, has a menu mix of over 20 per cent.

Sales promotion Pizza Hut laid more emphasis on its “restaurant dining experience”. Pizza Hut localizes it menu to capture local Indian Market. In 2000 Pizza Hut launched its innovative Pizza Pooch menu and Pizza Pooch Birthday

Party package exclusively for kids in the 6-10 age groups. It positioned itself as family restaurant and also concentrated on wooing kids.

Word of mouthIt is one of the traditional promotions for any industry. Pizza hut and Domino’s both get benefit from it.

Success Factors

Pizza Hut

Offering value food

Aggressive marketing and tie-ups with local and popular brands

Moving beyond metros

Developing the local supply chain

International brand with an Indian heart

Offering more than the international menu

Good ambiance

Domino’s

Door step services

Low pricing

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