MARKET RESEARCH

PROPOSAL
Pizza Hut

GROUP -10
Prateek Singh 21DM144
Yash Johri 21DM222
Devanshu Goyal 21DM226
Keshav Sunaria 21DM236
Utsav Srivastava 21DM239
AGENDA

Background of the research

Research Objective
Rationale for the research
Decision based on the research
Research Methodology
Target Group and Centers
Timeline
OBJECTIVE
The business objective is to increase the decline
sales since the pandemic arrived and we should
be positioned ourself according to the Indian
market.

BACKGROUND OF THE
RESEARCH

Pizza Hut is believed to have close to 50 per

cent market share of the organised Pizza-
retailing segment in India
RESEARCH OBJECTIVE

• Understand what the customers

want in the Pizza segment

• Understand what the competitors are

offering and to prepare ourself
accordingly

• Understand customer preference

through rating and reviews
RATIONALE OF RESEARCH

Declining sales

Pizza Hut reported a decline of 6% in system sales in the

first quarter reported revenue of Rs 1,135 crore, which
was 25% lower.

New competitors

La Pino’z, Domino's Pizza, Papa John's, Ovenstory, Chica

DECISIONS BASED ON
RESEARCH

Price

The pricing of Pizza hut is premium / skimming pricing.

Pizza hut knows that it is the first entrant for pizzas in India.
On top of it, Pizza hut provides higher quality food as
compared to its competitors and at the same time the
ambiance of the pizza hut chain is better and richer than
most of its competitors who serve Italian products.
Positioning

 Pizza Hut position themselves as a Dine-in Restaurant. The

feeling and stylistic layout of all pizza hut outlets are acceptable
and the outlets are extensive. At the point when clients consider
gathering and choose to have pizza, pizza hut just comes into
their psyche. Pizza hut additionally organizes kitty parties,
birthday celebrations and
conferences in their outlets.

 t
 RESEARCH METHODOLOGY

Primary Data: The data collected on first hand basis by the researcher without any intermediary,
that data is referred to as primary research. Like, we will conduct -
- Customer interviews
- Customer feedbacks.

Secondary Data: The data collected from intermediaries like research agencies or websites, books
e.tc is known as secondary data. Like we can use -
- Survey forms
- Refer to company's literature
- Refer to published articles
- Customer reviews.
 TARGET GROUP & CENTRES
Demographics Psychographic

Mostly young studying and working Enjoy ambience, can pay

population. Newly married couple higher price
Till age group 35 A little Indian and italian
Maximum tevenue from students and taste
working people

Frequency of Attitude

consumption Likes solace

Light - once a month A place for couples
Medim- twice a For whom service and eating
month experience is a priority
Heavy- 4 times a
 CENTRES

Delhi-NCR region, Ahmedaba

Chandigarh d
Amritsar Hyderabad
Jalandhar Jaipur
Ludhiana
 TIMELINE

PARTICULARS Jan Feb March April May June July

Define Research Problem *
Identification of target groups and
*
target market
Formulate hypothesis *
Research Design *
Data Collection *
Data Analysis *
Interpretation and writing *
Thank You