IntroductionPizza hut was started in 1958, by two brothers frank and dan carney in wichita, kansas

The domino’s brand was founded in the United States of America in 1960 by Thomas and James Monaghan

Since then, that business has grown into a global network of over 8,500 pizza stores in more than 60 countries, involving over 2,000 franchise

Market Share And Major Players

The organized pizza market in India is worth Rs.600 Crore. The major players in the market are pizza hut and dominos whose market share are around 45% and 35% respectively.

Other players form the rest 20%

CompetitorsPizza Hut & Dominos

The major competitors who lock horns with pizza hut & Dominos are :

• Pizza corner

• Dominos

• Mcdonald’s

• Barista

• Cafe coffee day

• Subway

• Papa john’s

Brand Purchase Intention

What makes domino’s & Pizza Hut pizza better than its competitors

Varity of Pizza’s

Services offered

Quality of pizza’s

Location of the Outlet

Waiting time in the outlet

Door step services

• Low pricing

Field Survey

Customer reviews for Pizza- Hut

Mostly 80% of the customers come here for enjoyment, ambience and the rest for food as the basic requirementMostly customers come to Pizza-Hut for dining experienceMost customers are from the higher income groupThe customer service in the restaurant is also good

Customer reviews For Dominos

Mostly 60% of the customers come here for food and the others for enjoyment as their basic requirementMostly customers come to dominos for take away pizzasMost customers are from the middle income group or students whose disposable income are relatively lessGenerally everyone finds the taste of the pizzas to be good

SuggestionsDominos

The dining conditions have to be changed drastically if Dominos have to target the premium segment of customers.They are way behind Pizza Hut in the dining experience. Some of the Dominos restaurants lack even basic amenitiesDue to this a condition can occur where customers judge the quality and taste of the pizza with respect to the restaurant environment and ambience

Pizza Hut

Reduce the menu costs; it is way too expensive for a middle class Indian.Middle class forms the maximum population of India and hence reducing the costs of pizza can increase the elasticity of demand greatlyInvariably there are no discounts, or discounts if offered are very less. Thus Pizza hut should offer more discounts to tap more customers

ConclusionPizza Hut has many targets which it has achieve in a given period of time. The time-period is mostly a year. Therefore, in order to fulfill the targets different strategies are adopted by Pizza Hut. It can be concluded that these strategies have been successful and there is flexibility in the strategies, as they can be changed with the changes in the market conditions as well as the targets. Indians are value-sensitive, not price-sensitive. The price was attributed to the high quality of ingredients used. For instance, Domino’s sourced its Peperoniand 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. In 1998, Domino’s introduced the Pizza Mania scheme where it offered a large pizza for Rs.129/-. The demand was overwhelming and the company sold close to 5000 pizzas in the first week of its launch. The objectives of promotion are to introduce a new product, stimulate demand, change the short-term behavior of the customers, and encourage repeat or greater usage by current customers. Pizza hut uses many promotional strategies. The main promotion is a coupon to purchase. This promotion is also distributed mainly by mail, but also by fliers on college campuses around the country in order to reach the target market.

Biblography

http://www.recipepizza.com/the_history_of_pizza_hut.htm access on 5th march 2010.

http://www.spaceref.com/news/viewpr.html?pid=4921access on 10th march 2010.

http://www.globalclassroom.org/pizza.html access on 15th march 2010.

http://www.oppapers.com/subjects/pizza-hut-pricing-strategy-page1.html access on 20th march 2010.