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Service Marketing

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NEW DELHI INSTITUTE OF MANAGEMENT
SERVICE MARKETING

COMPARATIVE STUDY OF THE VARIOUS PIZZA OUTLETS

TABLE OF CONTENTS

Topic | Page number | 1. Executive summary | 2 | 2. Introduction to fast food | 3 | 3. Introduction to pizza | 5 | 4. Domino’s Pizza | 7 | 5. Pizza Hut | 10 | 6. Papa John’s | 13 | 7. Comparative study based on 7P’s | 15 | 8. Key Findings | 17 | 9. Recommendations | 18 | 10. Bibliography | 19 |

EXECUTIVE SUMMARY
TITLE: “Comparative study of the various pizza outlets and formulating strategies for the weakest one.”
This study was done to determine the strongest and the weakest brands in the Indian pizza market. The outlets chosen for the study were: Domino’s Pizza, Pizza Hut and Papa John’s. We went to each of these outlets of Greater Kailash area and studied the 7P’s of service over there.

After studying all the aspects of 7P’s, we came to the conclusion that the outlet satisfying all the 7P’s was Domino’s Pizza, whereas Pizza Hut was second with a few dissatisfactions. Papa John’s was the weakest one, with low customer base.

Some of the recommendations for Papa John’s to implement, so as to increase their customer base and give more competition to the top 2 pizza companies are: 1. Advertise more on print as well as electronic media, so as to position themselves in the minds of the consumers, just like domino’s and pizza hut. 2. Decorate their interiors and lightings creatively so as to attract the consumers. 3. Introduce low budget pizzas so as to attract the teenagers and middle- income group people.

INTRODUCTION TO FAST FOOD
From onion rings to double cheeseburgers, fast food is one of the world’s fastest growing food types. Fast foods are quick, reasonably priced, and readily available alternatives to home-cooked food. While convenient and economical for a busy lifestyle, fast foods are typically high in calories, fat, saturated fat, sugar, and salt.
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 has lead us to a new era of eating- 'fast food’.
The main reason behind the success of the multinational chains is their expertise in product development, sourcing practices, quality standards, service levels and standardized operating procedures in their restaurants, a strength that they have developed over years of experience around the world.

FAST FOOD INDUSTRY IN INDIA
According to our new research, “Indian Fast Food Market Analysis”, the Indian Fast Food Industry is anticipated to grow at a CAGR of around 34% during 2011-2014.
Pizza Hut is on a big expansion spree in India. It plans to almost double the number outlets in the country by 2015. The expansion will mostly happen in tier II and tier III cities. Pizza Hut, which has completed 15 years of operations in India, currently operates 131 outlets in the country.
Domino’s Pizza is targeting to double its outlets in India to more than 800 over the next five years with the food chain clearly identifying the world’s second fastest growing economy as major growth hotspot along side traditional markets in the North America and Europe. Currently, there are 411 Domino's stores in India and plans are afoot to expand the brand’s footprint further into the Indian heartland. India is the fifth largest market for the Domino’s after the US, UK, Mexico and Australia.
Om Pizzas & Eats Pvt. Ltd, the Indian franchisee of international chain Papa John's Pizza, is planning to open 12-15 new outlets in the country this year. Currently it operates 35 pizza outlets in the country. Papa John's is the world's third-largest pizza company, with more than 3,800 restaurants operating in 34 countries throughout the world.

The intensive focus on the increasing number of stores in 2010 is based on analyst reports showing that franchise driven Indian fast food restaurant industry sales grew at a rate of 7%-20% in last one year.
Besides, the transformation of Indian consumers’ lifestyles has tremendously helped theindustry to grow and expand over the last few years. Other reasons like - rising number of nuclear families, exposure to western culture and global media, increasing number of employed women- have had a significant impact on the eating out trends and growth of the fast food industry. The industry experts believe that the middle class young population, with high disposable income, will spend more on eating out at chained fast food outlets. The demand for ready-to-eat packaged food is also expected to record strong growth in the country.

INTRODUCTION TO “PIZZA”

As per Answers.com Pizza is defined as, “A baked pie of Italian origin consisting of a shallow bread like crust covered with toppings such as seasoned tomato sauce, cheese or olives”.
The organized pizza market comprised of the large MNC brands is worth $147 million (700crore) according to Food Franchising Report 2009 published by Franchise India Holdings Ltd and FICCI-CIFTI.

INDIAN PRECEPTION ABOUT PIZZA

Food diversity in India is implicit characteristic of India’s diversified culture consisting of different regions & states within. Traditionally Indians like to have home cooked meals – a concept supported religiously as well as individually. However with time due to increase awareness and influence of western culture, there is a shift in food consumption patterns among urban Indian families. They started eating out and moved to accepting a wide variety of delicacies from world over.

Consequently post 1990’s saw many international food chains entering into the country. Liberalization of Indian economy in early 1990 and subsequent entry of new players set a significant change in lifestyle and food taste of Indians. Pizza as a food item has gained acceptance of Indian palate after multinationals fast food player’s adapted the basic Indian food requirements viz. vegetarian meals and selected non-vegetarian options excluding beef and pork totally from their menu.

Multinational fast food outlets initially faced protests and non-acceptance from Indian consumers. This was due to primary perception that these fast food players serve only chicken and do not serve vegetarian meals. In addition, fast food is perceived expensive besides being out-of-way meals in Indian culture. Today, fast food industry is getting adapted to Indian food requirements and is growing in India. It is gaining acceptance primarily from Indian youth and younger generations and is becoming part of life.

MAJOR PIZZA PLAYERS IN INDIA

* Pizza hut * Domino’s pizza * Papa john’s * U.S. pizza * Pizza corner * Eagle boys pizza * Slice of Italy

DOMINO’S PIZZA
Domino's Pizza, Inc. is an international pizza delivery corporation headquartered in Ann Arbor, Michigan, United States, founded in 1960. Domino's Pizza was sold to Bain Capital in 1998 and went public in 2004. The menu features both vegetarian and meat pizzas, chicken wings and boneless chicken, sandwiches, pasta, stuffed cheesy breads and a variety of dessert items, including cinnamon sticks and chocolate lava cakes and a variety of soft drinks, including Coca-Cola, Fanta, and Sprite. Domino’s vision is focused on "Exceptional people on a mission to be the best pizza delivery company in the world!". Domino’s believes strongly in the strategy of ’Think global and act local’. Their initiatives such as Fun Meal and Pizza Mania have been extremely popular with consumers looking for an affordable and value for money meal option. The franchisee for Domino’s Pizza in India is Jubilant Food Works Limited, which is a Jubilant Bhartia Group Company.

SWOT ANALYSIS OF DOMINO’S PIZZA: Strengths * Leading pizza delivery company in India with more than 298 stores across cities. * Strong brand equity supported by heavy advertising & marketing campaigns * Supply chain & distribution network * Less than 30 minutes home delivery. * Quick Service at outlets. | Weaknesses * Outlets lack space. * No option for birthday parties and corporate lunches * Ambience not up to expectations. | Opportunities * Growing presence in emerging markets, particularly in India, China * Leverage supply chain & distribution system to introduce new products * Growing fast food market in India hence scope for expansion. * Changing demographics and lifestyle of Indian youth. | Threats * Changing consumer habits towards healthier food choices * Franchise operations affected by currency exchange fluctuations * Intensive competition from a fragmented number of small competitors * Entry of global leaders like Papa John's in India. |

PIZZA HUT Pizza Hut is an American restaurant chain and international franchise that offers different styles of pizza along with side dishes including salad, pasta, buffalo wings, breadsticks, and garlic bread. Pizza Hut is a subsidiary of Yum! Brands, Inc., the world's largest restaurant company. Pizza Hut began with two brothers borrowing $600 from their mom to start a pizzeria. What started out small has now become the biggest pizza company in the world.

SWOT ANALYSIS OF PIZZA HUT: Strengths * Specializes in the American- style pizza that till date no other pizza restraint has been able to compete. * Large market share and a strong network * Offers a large variety and types of pizzas under one roof, known for its innovative pizzas. * Has an advantage because of its strong network, restaurant outlets and delivery service. * Has well differentiated its products and has a large loyal customer base. | Weakness * Decline in satisfaction of the loyal customers. * Internal conflicts leading to high turnover and de- motivation of staff. | Opportunities * Come up with innovative pizzas, new flavors and recipes with different types of crusts and sizes. * Introduce new, healthy and fresh food items. | Threats * Customers preferring availability and affordability. * Rising price of special ingredients like cheese, used in pizzas. * Serious threat from other international restraint chains like KFC, McDonalds, Domino’s pizza, etc. |

PAPA JOHN’S Papa John's Pizza is the third largest take-out and delivery pizza restaurant chain in the United States; its headquarters is in Louisville, Kentucky. Papa John's slogan is "Better Ingredients. Better pizza. Papa John's". Papa John’s boasts over 3000 restaurants around the world and has earned the praise of residents in every hometown. Om Pizzas & Eats Pvt. Ltd is the Indian franchisee of international chain Papa John's Pizza.

SWOT ANALYSIS OF PAPA JOHN’S: Strengths * Good brand name and high brand loyalty * High quality Ingredients * Strong employee training program * Efficient restaurant layout | Weakness * Limited menu items. * Franchise management * Limited number of stores | Opportunities * New menu items * Venture more into home delivery * Venture into newer markets * Create more brand awareness | Threats * Papa John’s competition offers many varying menu items where as Papa John’s only offers a select offering of pizza, appetizers, and drinks. * Health conscious people |

MARKET SHARE OF PIZZA COMPANIES IN INDIA:
Although there are dozens of pizza suppliers in India providing services, but Domino’s pizza is the one who got the bigger market share globally.

COMPARATIVE STUDY OF DOMINO’S PIZZA vs. PIZZA HUT vs. PAPA JOHN’S Serial no. | Basis | Domino’s pizza | Pizza hut | Papa john’s | 1. | Price | Average pricing, moderate within the range of the middle income groups | Expensive pricing, levied more taxes, more suitable with higher income groups | | 2. | Place | Set up in main market area, crowded places, | Set up in hub of the market, place where higher income class is likely to visit | | 3. | Promotion | Print ads, television ads, catalogues, leaflets, ads in newspapers | Print ads, television ads, promotion through internet, since it is an established brand | Print ads ,pamphlets with newspapers, word of mouth, ads in newspapers | 4. | Packaging | Proper packaging served in cardboard boxes | No packaging , as the food was served in a plate with proper spoon and knife unlike domino’s | No packaging, served in a plate with proper spoon and knife. | 5. | People | Set up in main market | Set up in hub of the market, place where higher income class is likely to visit | | 6. | Physical evidence | Simple, no innovation, conventional, music was a little loud, | 2 floors , very innovative, use of red panels, playing good music, | Very simple, conventional use of paneling. Not very innovative | 7. | Process | self service | Dine-in | Dine-in |

KEY FINDINGS

* Domino’s had a very simple interiors and a very conventional looks with the use of table, chair. It had self service with proper order number allocated to each diner. One of the best advantage it had was the price, since it was reasonable and within the reach middle income group.

* Pizza hut had very innovative interiors with innovative slogans used on the walls. They had arranged sofa’s for waiting in queue during the rush hour, with people attending them. The food was very properly placed, the only criteria was the price , as it was a little expensive , since they levied heavy taxes therefore only higher income groups and elite class would be willing to spend at such a pizza based joint.

* Papa john’s had a very simple look with table and chair and simple interiors. The food was average but the pricing was a little expensive.

RECOMMENDATIONS

* Papa John’s has the lowest share in the market.

* It has to make its price affordable for other middle income groups.

* Promotion strategies have to be more rigorous in nature, by being more visible in terms of advertisements on television and print ads and hoardings in the public places to make its presence felt in the minds of the customer.

* It had more people in the middle age, so they need to come up with innovative techniques to attract the younger crowd.

* They have to make the interiors a little more attractive and use innovative techniques like using wood paneling in bright and attractive colors.

BIBLIOGRAPHY

1. www.google.com 2. www.wikipedia.com 3. www.dominos.co.in 4. www.pizzahut.co.in 5. www.papajohns.com

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