Project Report on

MARKETING STRATEGIES OF PIZZA HUT

In partial fulfilment of requirement for the
Award of Degree of M.Com
Subject:
Marketing Strategies & Plans
Submitted By:
Ms.RadhikaHarwani
Roll No. 15
M.Com. Part I, Semester I

Under the Guidance of:

Prof. Mr. Prakash Mulchandani
SMT. CHANDIBAI HIMATHMAL MANSUKHANI COLLEGE
ULHASNAGAR 421003
UNIVERSITY OF MUMBAI
2015 2016

~1~

~2~

This is to certify that, Ms. Radhika Harwani of M.Com Part I, has

successfullycompletedtheprojectin MarketingStrategies&Plans titled
MarketingStrategiesOfPizzaHut&Dominos undermyguidancefor
theacademicyear201516.Theinformationsubmittedistrueandoriginal
aspermyknowledge.

Mr.PrakashMulchandani
(InternalGuide)
Prof.GopiShamnDr.PadmaV.Deshmukh
(Coordinator,M.Com) (I/CPrincipal)

________________
ExternalExaminer
~3~

DECLARATION
I, Ms. Radhika harwani student of SMT. CHANDIBAI HIMATMAL
MANSUKHANI COLLEGE, ULHASNAGAR studying in M.Com Part I,
Semester I, hereby declare that I have completed this project on
Marketing Strategies Of Pizza Hut & Dominos for the subject
Marketing Strategies & Plans in the academic year 2015-16.The
information submitted is true and original to the best of my knowledge.

_______________
Ms.Radhikaharwani

~4~

ACKNOWLEGEMENT
To list who all have helped me is difficult because they are so
numerous and the depth is so enormous.
I would like to acknowledge the following as being idealistic
channels and fresh dimensions in the completion of this project
I take this opportunity to thank the University of Mumbai for
giving me chance to do this project.
I would like thank my Principal, Dr. Padma V. Deshmukh for
providing the necessary facilities required for completion of this
project.
I would also like to express my sincere gratitude towards my
project guide Prof. Mr. Prakash Mulchandani whose guidance
and care made the project successful.
I would like to thank my college library, for having provided
various reference books and magazines related to my project.
Lastly I would like to thank each & every person who directly or
indirectly helped me in completion of the project especially my
parents & peers who supported me throughout my project.

~5~

EXECUTIVE SUMMARY
During the past four decades Pizza Hut & Dominos has built a reputation for
excellence that has earned the respect of consumers and industry experts
alike. Building a leading pizza company has required relentless innovation,
commitment to quality and dedication to customer service and value. The
qualities of entrepreneurship, growth and leadership have characterized
Pizza Hut & Dominos business through more than four decades of success.
Through the strength of its heritage, its culture and its people and
franchisees, Pizza Hut looks forward to more success in future.
There are different objectives of every organization. In order to achieve
these objectives different targets are set. Targets pass down the hierarchy
depending on the nature of the business. Therefore, in order to achieve the
objectives, management decides on different strategies. These strategies are
divided into many sub-parts and are useful for the running of the business.
The employees and the management know what they have to achieve
through the targets which have been set to them and the strategies they have
adopted help them know the way they will achieve the objectives. Similarly,
Pizza Hut has different targets set to them and they have adopted different
strategies to successfully achieve the targets set. These targets are set by the
RSC i.e. the restaurant support centre in Karachi. These targets are passed on
to the RGM (restaurant general manager) and he passes them to the
workforce. These targets fall within the organizational structure in which
~6~

there are many people who have different targets to achieve. In order to
successfully achieve the targets they need to co-operate and work in a
friendly environment.

INDEX
SR.NO

TOPICS

PAGE.NO

INTRODUCTION

SIGNIFICANCE OF STUDYING

22

OBJECTIVES OF THE STUDY

23

LIMITATION OF THE STUDY

24

RESEARCH METHODOLOGY

25

REVIEW OF LITERATURE

27

FINDINGS

29

ANALYSIS

38

SUGGESTIONS

41

10

CONCLUSION

43

11

REFERENCES

44

12

APPENDIX

45

~7~

~8~

~9~

INTRODUCTION
Fast food is one of the worlds largest growing food types. Indias fast food industry is
growing by 40% .the multinational segment of Indian fast food industry is up to Rs. 20
billion, a figure which is expected to zoom more than Rs.30 billion by 2010. In last 6
years, foreign investment in this sector stood at rs.3600 million which is about one-fourth
of total investment made in this sector. 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:

McDonalds

KFC

Pizza hut

Dominos pizza

Caf coffee day

Barista

Subway

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.

~ 10 ~

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%

Branded Pizza Market Share

Pizza hut

Dominos

Others

Other players mainly are

Smokin joes

Garcias

Papa johns

Us pizza

Brief History Of The Company, Pizza Hut

Pizza hut was started in 1958, by two brothers frank and dan carney in wichita, kansas.
They had the idea to open a pizza parlour. They borrowed $600 from their mother, and
opened the very first pizza hut. In 1959, the first franchise unit opened in topeka, kansas.
Ten years later, pizza hut was serving one million customers a week in their 310

~ 11 ~

locations. In 1970, pizza hut was put on the new york stock exchange under the ticker
symbol piz.
Until 1997, pepsi owned pizza hut, the company also controlled a vast network of fastfood operations that included kfc, pizza hut, and taco bell. With 29,000 locations across
the world, the restaurant group was the largest in the world. However, pepsico decided to
spin off its restaurant business as a separate company.
Pizza hut is one of the flagship brands of yum! Brands, inc., which also has kfc, taco bell,
a&w and long john silvers under its umbrella. Pizza hut is the worlds largest pizza chain
with over 12,500 restaurants across 91 countries
In India, pizza hut has 137 restaurants across 36 cities, including delhi, mumbai,
bangalore, chennai, kolkata, hyderabad, pune, and chandigarh amongst others. Yum! Is in
the process of opening pizza hut restaurants at many more locations to service a larger
customer base across the country

Vision And Mission

Worldwide 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 for 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 huts 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.
A critical factor in pizza huts 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

~ 12 ~

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.
Over the years pizza hut has also developed and successfully introduced a range of
products especially suited to the Indian palate. These products like chicken tikka, spicy
korma, picy paneer and the masala and tandoori pizzas have been a tremendous success.
What has also given pizza hut acompetitive edge is that in addition to an extensive range
of internationally renowned pizzas like the Italian, the proprietary pan pizza and stuffed
crust, in India the menu offers the option of a complete meal. It includes appetizers, a
salad bar - where the customers can make their own fresh salads, a range of soups, pastas
and desserts etc.
Access To Crucial Resources
Workforce 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. The
employees undergo extensive training to achieve technical finesse and leadership
qualities. The newly chosen chefs are trained by the older and more experienced ones for
a period of about 20 days. Pizza hut takes pride in walking the talk with the leadership
principles of yum restaurants. These values include customer focus, trust in people,
recognition, accountability, excellence, positive energy and team work. Moreover pizza
hut is not just a hangout zone for youngsters. It organizes birthday bashes, kitty parties
and corporate lunches. Pizza hut considers its employees to be the greatest strength. From
the viewpoint of a customer it is the variety and taste of pizzas which is directly tied to its
employees!

~ 13 ~

SWOT Analysis

~ 14 ~

Competitors
The major competitors who lock horns with pizza hut are
Pizza corner
Dominos
Mcdonalds
Barista
Cafe coffee day
Subway
Papa johns
An analysis of the competitors of pizza hut:

Subway

Pizza corner

Kfc

Weakness

Strength

Still adapting to Indian taste

Kings of sandwich markets

Expensive

Customized preparations

Low investments in ad

Variety

Delivery not satisfactory

Quality

More of chicken, less scope for Variety masters for chicken

veggies

Mcdonalds

Less variety

Burger leaders
Fast service
More offers

Papa johns

Expensive

Excellent quality
Variety

Ccd

Concentrate more on beverages, less

Quality

options on snacks

Barista

Expensive

Variety in beverages

Concentrate more on beverages, less

Excellent ambience

options on snacks
Expensive

Variety in beverages
Quality

~ 15 ~

Marketing Strategies
Adapting To Economic Environment
In 1991 under the guidance of a visionary narasimha rao and his comrade manmohan
singh India marched towards a new era of liberalisation, privatisation and globalisation.
Trade barriers were eased and cultural barriers started dissolving. It was at this juncture
that pizza hut made its infant steps in India, with its first outlet at bangalore. Today
bangalore alone has a striking 19 outlets which remain busy till late night.
pizza hut has 140 restaurants across 34 cities in India including metros. With its focus
steadily on quality and variety, pizza hut has given a new dimension to regular pizza eatouts. However the trifle higher prices may remain a concern for middle class Indians with
lesser purchasing power and disposable income. The status is steadily improving as more
of us embrace fast foods to suit the pace of our life.
Embracing Technology
Locating stores and placing orders has never been easier for pizza hut loyals. With their
virtual store kind website, pizza hut offers customers a wide range of options to choose
from menu and avail new offers. Now orders can also be placed through mobile phones.
High end technologies are used at the cash counters.
Across Socio-Cultural Barriers
Food has no language. Good food is appreciated across the globe. Pizza hut has outlets in
a better part of the world. It has taken immense effort to cater to its customers all over the
world.

~ 16 ~

Segmentation:
Geographic
Region 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.
Demographic
age under 10years, 10 to 18 years, 18 to 25 years, 25 to 40 years, 40+ years.
amily income middle class, upper middle class, high class dual income earners
yes/no
Psychographic
socio-economic class urban
Behavioral
occasions birthdays, corporate lunches, marriages, parties, receptions loyalty
status low, medium, high user status first time, regular, non-user
Targeting:
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 behavioral 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.

In behavioral segmentation it was found that they were targeting the first time users

and also their regular users.

~ 17 ~

Product Differentiation:
Worldwide 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
huts 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 Features
Pizza 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.

Mass Customisation

The main advantage of pizza hut is that one can customise his own pizza by selecting the
bread and loading it with the toppings which one can select. This creates variety in the
customers mind and thus one can enjoy whatever pizza hut can offer.
The most unique feature is that there is pan 4 all scheme where one can select 4
different types of vegetarian /non- vegetarian combinations of pizza! This is a unique way
of offering as there are many consumers who come in groups where someone in the
group may want a non- vegetarian pizza can avail the offer.

~ 18 ~

Conformance Quality

Pizza huts products have very high conformance quality i.e. All the products produced
are identical and meet the promised specifications

Style

Pizza 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 huts experience.
Service:

Ordering Ease

Once 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.

Delivery

Pizza huts 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 doesnt want a
free pizza.

Co- Branding

~ 19 ~

Pizza hut has joined hands with visa for availing various offers. However this offer is only
for the in dining i.e. One cannot avail the offers pertaining to visa for take away and
home orders.
A visa credit card holder can avail offers like family meal for a lower cost and select
other combinations of items which would have not been possible otherwise.
Thus visa and pizza hut assist each other for branding themselves.
Packaging & Labelling
The packaging of the pizza has been quite extraordinary in the sense that, it serves the
basic purpose of serving hot tasty pizza.

In House Dining

In house dining, the pizzas are not packed, instead they are served in hot pans, and plates
are provided to the customers. The extra ingredients like oregano mix, chilli flakes etc.
Are kept in a bottle having pores. Thus the customer can easily pour the ingredients into
the pizza.

Take Away Orders

They are put in a paper box neatly labelled with pizza hut brand logo. Also there is a
plastic support given (its in the shape of a tripod) at the bottom of the pizza to prevent it
from sticking at the bottom. A pizza hut logo is also given in the tripod. The extra
ingredients like oregano mix, chilli flakes etc. Are given in a paper pouch which is also
branded with the pizza hut logos.
Home Delivery Orders
All the pizzas covered in paper boxes described above are packaged into a special
delivery bags for retaining the heat. Thus we can observe that from every labelling,
packaging the company tries to imbibe the brand of pizza hut in the minds of consumers.
Place

~ 20 ~

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.
Pizza Hut: Masters At Pull Strategy

Pizza hut follows more or lesss 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.

Pricing Of Pizza Hut

In the past, Pizza Hut has successfully used the high/low pricing strategy when setting
the retail price of its products. The high/low retail pricing strategy allows Pizza Hut to
charge a price that is above the competition, but also promote frequent sales to lower the
price below them. The high/low pricing strategy has several advantages. First, this
pricing strategy will help segment the market. Different groups of customers are willing
to pay different prices for the same product. The high/low pricing strategy will also
creates excitement. Customers will be able to try something new when they purchase.
Finally, this strategy will emphasize product and service quality. Pizza Hut sets a high
initial price for its products to send a signal to customers that its products are quality and
the service is excellent.

~ 21 ~

As there are no such competitors of Pizza Hut which could compete with the quality of
pizza produced at Pizza Hut, therefore, the pricing strategy adopted by Pizza Hut is
'market skimming'. Pizza Hut has adopted this pricing strategy as they want to hold
maximum share of the market by maximum profit. This is a golden era for Pizza Hut, as
there are no competitors and hence, Pizza Hut is free to charge any price they want.
They are charging higher prices due to the uniqueness of the product. They satisfy the
target market as the food quality is worth the price paid. The pricing strategy is not just to
get the worth of quality but also to gain maximum profits before any competitor enters
because then Pizza Hut will have to change its pricing strategy.
Although the prices would be lowered with the new entrants in the market but not to a
greater extent as the quality food products are not home-produced. They are imported
from different countries keeping in view the best quality.
First, this pricing strategy will help segment the market. Different groups of customers
are willing to pay different prices for the same product. The high/low pricing strategy
will also create excitement.
In India Pizza hut is targeting the rich and higher middle class people with a great
ambiences of enjoyment and amusement. They are offering an organized restaurant
system and demanding the higher price for the pizzas. In the pizza hut different types of
foods are available like appetizer, soup & salad, beverages, pasta etc. So for the varieties
kind of food the pricing strategy is different in the pizza hut. Their customers are more or
less fixed and they are price insensitive

Word of mouth
This tool is very powerful for promotion in the fast food industry. Low price and good
behavior gave them the edge in India.

~ 22 ~

SIGNIFICANCE OF STUDYING

This study can be helpful to the company for conducting any further
research.

This study is not only helpful for Pizza Hut management but for all
branch restaurants operating in India.

They can get the idea from this study that what branch characteristics
have major impact upon consumers.

This study helps them to analyze the relationship between different

characteristics

and

customer

preference

and

improve

their

own

restaurants braches.

It will enhance their sales and help them to retain customers by

providing them what they want.

~ 23 ~

Objective of the Study

To know the satisfaction level of customer on pizza of pizza hut.

To know about the strategies adopted by the company.
To study about pizza hut .
To check out the preferences of the customers.
To find out which factors are more preferred by the customers.

~ 24 ~

LIMITATION OF THE STUDY

The survey was conducted within the limited time frame; so few shortcoming may be
expected.

The respondents personal bias may be another factor, which is uncontrollable.

The finding of the survey is strictly based on the responses of the respondents. it is
difficult to find the euthenics be true, so we are assuming them to be true.

Chances of some biasness could not be eliminated.

A Samples size of fifty has been use due to time limitations.

The study does not represent classes of managerial professionals not interviewed,
such as those from educational institutions, health-related industries, law
enforcement, or global businesses.

~ 25 ~

RESEARCH METHODOLOGY
Primary Source:
The data for this study has been collected through primary sources. Primary data for this
study was collected with the help of Questionnaires and evaluation feedback forms. The
extra information was collected through interviews with the employees at various
branches of the company.
Secondary Source:
The secondary source of information is based on the various details
retrieved from Journals, Websites and Magazines. Secondary data will consist
of different literatures like books which are published, articles, internet , the company
manuals and

websites of

company Data from existing records created for other

purposes.

Methodology Used For Data Analysis

The methodology used for data analysis consist of pie chart, Tabulation,
Graphic Representations, percentage analysis etc are used in the analysis
of data.

~ 26 ~

~ 27 ~

~ 28 ~

REVIEW OF LITERATURE:
An indescribable service delivery element is not astonishingly the most remarkable
constructs influencing customer affect to restaurants branches are food and service, staff,
and convenience. Tangible service quality in restaurants branches on its own might have
a weaker influence and result on behavior. It facilitates in creating feelings and develops
sense of affection towards the particular branch restaurant resulting in a stronger
influence on consumer behavior towards the branch. Restaurants strive for instructive
affirmative feelings to their brand name by stage management tangible attributes.
Customers craving high quality products suitably prepared and will reward branch
management with their devotion and loyalty. The consumption of seasonal foodstuffs,
awareness of existing trends in menu offerings and preparation, and the audacity to
initiate new techniques of preparation of conventional stuff are some implication for
management (Grimes, 1998).
The Behavior of the customer in restaurants can be exaggerated by the ambiance in
diverse ways. Researchers consider ambiance, which is an attention creating means that
can make eating place suspicion. The interest is based on the combined belongings of
those indications on customers characteristic through sound, design motion, and color.
As an attention creating means, the location gives discriminative inspiration to customers
that make possible to them to recognize a restaurants difference of opinion as a basis for
select that particular restaurant. For illustration, soft lighting, snowy white table cloths
and crystal chandeliers of a restaurant communicate the service level and a food type to
consumers that make a fine dining experience (Bitner, 1992).
The main cause in this industry are the entry barriers that are generally low and any one
can by far enter due to low investment required. Whenever consumer is satisfy from the
arrangement by the management, the food quality give by the restaurant employee with
the affirmative approach than this may increase the constancy towards the particular
restaurant increases in the business revenue the word of mouth publicity of the particular
restaurant (Cullen, 2004).

~ 29 ~

Consumers compare service quality with cost to determine service value with one branch
to another. Service cost is basically what consumers have to give up or sacrifice to obtain
a desired service. Since it has a negative impact on consumers budgets, it would have a
negative influence on their perceptions of service value. The concept of cost can be
extended to include nonmonetary cost such a service time. Service time is the amount of
time during which a service is provided. Since most customers would like to have faster
services, service time would affect perceived service value in the same way monetary
cost would (Wakefield, 1996).
It was found that customers have an intellectual checklist or preferences through which
they contrast an branch quality. The most significant factor evaluating whether a
consumer will revisit to the restaurant was the food quality. On the other hand, the least
measured factors were place and setting of restaurant. Taste is the most used features to
compute consumer preference in choosing a branch restaurant. Consumption of food is
more exaggerated by the customers psychosomatic rather than physical necessitate
which explicate a dining experience with psychosomatic preferences leads customers to
revisit to the restaurant (Alpert, 1990).

~ 30 ~

FINDINGS:
Q1. How often do you visit Pizza Hut?
(i) Weekly
Weekly
40%

(ii) Monthly
Monthly
30%

(iii) Occasionally
Occasionally
30%

Q2 which brand you prefer the most?

~ 31 ~

(i) Pizza Hut (Ii) Dominos (Iii) Other

Pizza hut
40%

Dominos
40%

Other
20%

Q3. Through which media you are getting information about Pizza Hut?
(i) TV (ii) Newspaper (iii) Pamphlets (iv) Bill Boards (v) Others

~ 32 ~

Tv
25%

Newspaper
15%

Pamphlets
20%

Bill boards
15%

Q4. Would you try a new food item launched in Pizza Hut ?
(e.g Conniza , Freshizza )
(i) Yes

(Ii) No

~ 33 ~

Others
25%

Yes
65%

No
35%

Q5. Specify your satisfaction with Pizza Hut according to the Quality?

Parameter
Quality

Excellent
25%

Good
35%

~ 34 ~

Average
25%

Poor
15%

Q6. Compare Pizza Hut with the following food chains and rate them on a scale of 100.

Name

Quality

Store

~ 35 ~

Service

Ambiance

Pizza Hut
Dominos
Pizza Corner
Nirulas

25%
35%
20%
20%

20%
45%
15%
20%

QUALITY

STORE

~ 36 ~

25%
25%
20%
30%

15%
40%
25%
20%

SERVICE

AMBIANCE

~ 37 ~

~ 38 ~

~ 39 ~

ANALYSIS:
Q.1 How often do you visit Pizza Hut?
According to the study

40% customers visit to pizza hut weekly.

30% customers visit to pizza hut monthly.

30% customers visit to pizza hut occasionally.

Q2 which brand you prefer the most?

According to the study

40% customers prefer pizza hut the most

40% customers prefer dominos the most.

30% customers prefer other

Q3. Through which media you are getting information about Pizza Hut?
According to the study

25% of customer get information about pizza hut from tv

15% of customer get information about pizza hut from newspaper

20% of customer get information about pizza hut from pamphlets

15% of customer get information about pizza hut from bill boards

25% of customer get information about pizza hut from other media

Q4. Would you try a new food item launched Pizza Hut?
According to the study

65% of customer would like to prefer the new items launched by pizza hut

~ 40 ~

35% of customer would not like to prefer the new items launched by pizza hut

Q5. Specify your satisfaction with Pizza Hut according to the Quality?
According to the study

25% of customer think the quality of pizza hut is excellent

35% of customer think the quality of pizza hut is good

25% of customer think the quality of pizza hut is average

15% of customer think the quality of pizza hut is poor

Q6. Compare Pizza Hut with the following food chains and rate them on a scale of 100.
According to the study

Dominos is being highly prefered by customer in respect of quality in comparison

with pizza hut, pizza corner and nirulas.

Dominos is being highly prefered by customer in respect of store in comparison

with pizza hut, pizza corner and nirulas.

Nirulas is being highly prefered by customer in respect of quality in comparison

with pizza hut, pizza corner and dominos

Dominos is being highly prefered by customer in respect of ambiance in

comparison with pizza hut, pizza corner and nirulas.

Customer reviews for Pizza- Hut

Mostly 80% of the customers come here for enjoyment, ambience and the
rest for food as the basic requirement

Mostly customers come to Pizza-Hut for dining experience

Most customers are from the higher income group

~ 41 ~

The customer service in the restaurant is also good

Generally everyone finds the taste of the pizzas to be good

Most Common Answers (from customers)

Generally 70% of the orders are in house orders i.e. dining. Orders which are
either take away or placed from outside contributes only 30% of the revenue

The companys product recall 90% of the times relates to ambience and
enjoyment

Pizzas are secondary to enjoyment

Pizza Hut as a brand thus relates mainly to ambience and enjoyment with pizza.
Hence they promote their in dining experience with the tagline good friends great
pizza

~ 42 ~

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 greatly
Invariably there are no discounts, or discounts if offered are very less. Thus Pizza
hut should offer more discounts to tap more customers
Their reach is very less as compared to Dominos (as they have only premium
restaurants) which deprives far off customers from having Pizza Huts experience.
Hence they should increase their presence.

~ 43 ~

~ 44 ~

CONCLUSION
Pizza 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. 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.

~ 45 ~

REFERENCE

Websites:

http://en.wikipedia.org/wiki/Pizza_Hut access on 2nd march 2010.

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

http://www.spaceref.com/news/viewpr.html?pid=4921 access 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.

http://www.religiondispatches.org/archive/atheologies/2221/from_
%E2%80%98management_gurus%E2%80%99_to_%E2%80%98corporate_chaplains
%E2%80%99:_a_review_of_spirituality_inc. (Accessed on 3 March 2011)

http://www.indiastudychannel.com/resources/2639-Bsc-it-rd-semester-SyllabusPunjab-technical-university.aspx (Accessed on 4 March 2011)

http://www.drpaulwong.com/index.php?
option=com_content&view=article&id=83:spirituality-and-meaning-atwork&catid=42:cl&Itemid=59 (Accessed on 4 March 2011)

~ 46 ~

Appendix
Questionnaire
Name:

Gender: M / F

E-mail ID:
Age Group:

Mobile No. :
a) Below 18
b)18-28
d)Above 40

Occupation: a) Student

b)Business

c)28-40
c)Service

d)Housewife e) Any other

Q1. How often do you visit Pizza Hut?

(i) Weekly

(ii) Monthly

(iii) Occasionally

Q2 which brand you prefer the most?

(i) Pizza Hut

(Ii) Dominos

(Iii) Other

Q3. Through which media you are getting information about Pizza Hut?
(i) TV (ii) Newspaper (iii) Pamphlets (iv) Bill Boards (v) Others

Q4. Would you try a new food item launched Pizza Hut?
(e.g Conniza , Freshizza )
(i) Yes

(ii) No

~ 47 ~

Q5. Specify your satisfaction with Pizza Hut according to the Quality?

Parameter
Quality

Excellent

Good

Average

Poor

Q6. Compare Pizza Hut with the following food chains and rate them on a scale of 100.
Name
Pizza Hut
Dominos
Pizza Corner
Nirulas

Quality

Service

~ 48 ~

Ambiance