RESEARCH REPORT

On
“COMPARATIVE STUDY OF PRICING STRATEGIES OF DOMINO’S
AND PIZZA HUT’’

In partial fulfillment of the requirement for the award of the

Degree of

Master of Business Administration (MBA)

By
SHIVAM MADHESHIYA
2100520700048

Under the guidance of

Dr. Harshmit kaur saluja

Submitted at

DEPARTMENT OF BUSINESS ADMINISTRATION

INSTITUTE OF ENGINEERING AND TECHNOLOGY
JANKIPURAM SITAPUR ROAD
UP-226021

1
 STUDENT DECLARATION

I undersigned, hereby declare that the project titled “Comparative Study of

pricing strategies of Domino’s and Pizza Hut” submitted in partial fulfillment
for the award of Degree of Master of Business Administration is a bonafide record
of work done by me under the guidance of Dr. Harshmit kaur saluja. This
report has not previously formed the basis for the award of any degree, diploma,
or similar title of any University.

Place:

Date:

Shivam Madheshiya

2100520700048

3
 CERTIFICATE FROM INSTITUTION

This is to certify that Mr. Shivam Madheshiya, fourth semester student of Master
of Business Administration, Institute of Engineering & Technology, Sitapur
Road, Lucknow has completed the project report entitled “Comparative Study
of pricing strategies of Domino’s and Pizza Hut’’ in partial fulfilment of the
requirements for the award of the Degree of Master of Business Administration.

Date:

Place:

Dr. Durgawati Kushwaha

Co-Convener

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 CERTIFICATE FROM FACULTY GUIDE

This is to certify that Mr. Shivam Madheshiya, fourth semester student of

Master of Business Administration, Institute of Engineering & Technology,
Sitapur Road, Lucknow has completed the research report entitled
“Comparative Study of pricing strategies of Domino’s and Pizza Hut’’
towards partial fulfilment of the requirement for the award of the Degree of
Master of Business Administration under my supervision.

Date:

Place:

Dr. Harshmeet Kaur saluja

Assistant professor

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 ACKNOWLEDGEMENT

Through this acknowledgement I express my sincere gratitude towards all

those people who helped me in this research report, which has been a

learning experience. This space wouldn’t be enough to extend my warm

gratitude towards my project guide Dr. Harshmit kaur saluja for her efforts

in coordinatingwith my work and guiding in right direction. I would also like to

thank the Co-ordinator Dr. VIRENDRA PATHAK for his support and

guidance for the completion of this report. I escalate a heartfelt regard to our

institution director Dr. VINEET KANSAL for giving me the essential hand

in concluding this work. It would be injustice to proceed without

acknowledging those vital supports I received from my beloved classmates

and friends, without whom I would have been half done. I also use this

space to offer mysincere love to my parents and all others who had been there,

helping me walk through this work.

Shivam Madheshiya

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 EXECUTIVE SUMMARY

While studying as the MBA student in APJ Abdul Kalam University this

research Report is the part of my MBA curriculum during the last semester.

As per my research project I was given the topic on “Comparative Study

of pricing strategies of Domino's and Pizza Hut”. The project work was

for this research was conducted in Lucknow to study the customer

satisfaction level and pricing strategies adopted by the Domino's and pizza

Hut as well as compare them with each other.

The research data is collected from the internet and books .According to the

research it was found that the Domino’s and Pizza Hut has the highest market

share than any other brands of pizza it needs to improve on its servicequality

and retail services.

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 TABLE OF CONTENTS

S.NO/ CHAPTER PARTICULAR PAGE NO.

1 Introduction 14

30
1.2 Company Profile
2 Literature Review 54

2.1 Research Gap 58

2.2 Objectives 59
2.3 Hypothesis 60

3 Research Methodology 61

4 Data Analysis And Interpretations 64

5 Findings 71

5.1 Conclusions 72
5.2 Limitations 74
5.3 Suggestions 75

Bibliography 76

Annexure 77

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 Chapter: 1

INTRODUCTION

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 1. INTRODUCTION

1.1 COMPARATIVE STUDY OF PRICING STRATEGIES

Marketing strategy is the goal of increasing sales and achieving a sustainable competitive
advantage. Marketing strategy includes all basic and long-term activities in the field of marketing
that deal with the analysis of the strategic initial situation of a company and the formulation,
evaluation and selection of market-oriented strategies and therefore contribute to the goals of the
company and its marketing objectives.

Customer Satisfaction

Customer satisfaction is a marketing term that measures how products or services supplied by a
company meet or surpass a customer's expectation. Customer satisfaction is important because
it provides marketers and business owners with a metric that they can use to manage and
improve their businesses.

It is seen as a key performance indicator within business and is often part of a Balanced
Scorecard. In a competitive marketplace where businesses compete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key element of
business strategy.

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1.2 Consumer Behavior
Consumer behavior is the study of how individual customers, groups or organizations select, buy,
use, and dispose ideas, goods, and services to satisfy their needs and wants. It refers to the actions
of the consumers in the marketplace and the underlying motives for those actions.
1.3 Consumerism
In the domain of economics, "consumerism" refers to economic policies placing emphasis
on consumption. In an abstract sense, it is the consideration that the free choice of
consumers should strongly orient the choice by manufacturers of what is produce and how,
and therefore orient the economic organization of a society (compare producer especially
in the British sense of the term).

1.4 Strategies to attract customers

In order to attract customers more effectively here are six strategies to help you attract customers
and keep them coming back.

1. Host an open house and make yourself accessible. Consider inviting local business owners
and residents to your open house, where they can become acquainted with what you have to
offer. Provide merchandise samples, product or service demonstrations, give a ways, and
brochures. Supply refreshments for your guests and use the time to introduce yourself to them so
they can put a face to your business name.

2 .Cross-promote your business. Another benefit of being active in your community is the ability
to join forces with other businesses in order to reach a wider customer base. There are many ways
to use cross-promotion such as: offering incentives to customers who use both your services,
providing each other’s fliers to your customers, and sharing ad space in newspapers that you could
not afford by yourself. Cross-promotion, when used effectively, can become an inexpensive way to
expand your clientele.

3. Generate conversation and maintain an online presence. Let’s face it: ever since the
word “Google” became a regularly used verb, most people have begun to research nearly
everything online before making an actual purchase. Your website should not only be
informational, but useful as well. If possible, provide specific product information and the
ability to purchase online.
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4. Explore and tap into unique communities. Explore your interests. Look for hobby is,
clubs/organizations, and causes that you can get involve with. This is a natural and low stress
way to network. The more interest you explore the more people you network with and the
moreexposure for your business.
5. Provide a little something special. Many consumers perceive indifference from the businesses
they frequent, which is why it’s extremely important that you provide the special extras. Here are
some examples, when customers make a purchase, provide an inexpensive sample product and
ask for their input about it. Remember to send them a birthday card, sponsor free kid workshops
togive your customers who are parents a break, offer free gift wrapping, and local delivery service.

6. Make customer service the focus of your business. Create a system that rewards
customers for their patronage and loyalty. Develop a clear, simple process on how to
engage prospects, first time customers, repeat customers, loyal customers and doing follow
ups.

1.5 What is Consumer Market?

Each time you buy a product or service, you are participating in the consumer market.
Whether you're picking up groceries for the week or paying to get your car washed, you're a
part of this larger system.

A consumer market is the very system that allows us to purchase products, goods and services.
These items can be used for personal use or shared with others. In a consumer market, you make
your own decisions about how you will spend money and use the products you purchase. The
more people who go out and actively purchase products, the more active is the consumer market.

17
1.5.1 Factors affecting consumer behavior:

4 Major Factors are:-

1. Cultural Factors

Consumer behavior is deeply influenced by cultural factors such as: buyer culture,
subculture, and social class.

1.1.1 Culture

Basically, culture is the part of every society and is the important cause of person wants and
behavior. The influence of culture on buying behavior varies from country to country therefore
marketers have to be very careful in analyzing the culture of different groups, regions or even
countries.

1.1.2 Subculture

Each culture contains different subcultures such as religions, nationalities, geographic regions,
racial groups etc. Marketers can use these groups by segmenting the market into various small
portions. For example marketers can design products according to the needs of a particular
geographic group.

1.1.3 Social Class

Every society possesses some form of social class which is important to the marketers because the
buying behavior of people in a given social class is similar. In this way marketing activities could
be tailored according to different social classes. Here we should note that social class is not only
determined by income but there are various other factors as well such as: wealth, education,
occupation etc.

2. Social Factors

Social factors also impact the buying behavior of consumers. The important social factors are:
Reference groups, family, role and status.

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1.2.1 Reference Groups

Reference groups have potential in forming a person attitude or behavior. The impact of
reference groups varies across products and brands. For example if the product is visible such as
dress, shoes, car etc. then the influence of reference groups will be high. Reference groups also
include opinion leader (a person who influences other because of his special skill, knowledge or
other characteristics).

1.2.2 Family

Buyer behavior is strongly influenced by the member of a family. Therefore marketers are trying
to find the roles and influence of the husband, wife and children.

1.2.3 Roles and Status

Each person possesses different roles and status in the society depending upon the groups, clubs,
family, organization etc. to which he belongs. For example a woman is working in an organization
as finance manager. Now she is playing two roles, one of finance manager and other of mother.
Personal Factors

3. Personal factors: can also affect the consumer behavior. Some of the important personal
factors that influence the buying behavior are: lifestyle, economic situation, occupation, age,
personality and self-concept.

1.3.1 Age

Age and life-cycle have potential impact on the consumer buying behavior. It is obvious that the
consumers change the purchase of goods and services with the passage of time. Family life-
cycle consists of different stages such young singles, married couples, unmarried couples etc.
which help marketers to develop appropriate products for each stage.

1.3.2 Occupation

The occupation of a person has significant impact on his buying behavior. For example a
marketing manager of an organization will try to purchase business suits, whereas a low level
worker in the same organization will purchase rugged work clothes.

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1.3.3 Economic Situation

Consumer economic situation has great influence on his buying behavior. If the income and
savings of a customer is high then he will purchase more expensive products. On the other hand, a
person with low income and savings will purchase inexpensive products.

1.3.4 Lifestyle
Lifestyle refers to the way a person lives in a society and is expressed by the things in his/her
surroundings. It is determined by customer interests, opinions, activities etc and shapes his
whole pattern of acting and interacting in the world.

1.3.5 Personality

Personality changes from person to person, time to time and place to place. Therefore it can
greatly influence the buying behavior of customers. It has different characteristics such as:
dominance, aggressiveness, self-confidence etc. which can be useful to determine the consumer
behavior for particular product or service.

4. Psychological Factors

There are four important psychological factors affecting the consumer buying behavior. These
are: perception, motivation, learning, beliefs and attitudes.

1.4.1 Motivation

The level of motivation also affects the buying behavior of customers. Every person has different
needs such as physiological needs, biological needs, social needs etc.

1.4.2 Perception

Selecting, organizing and interpreting information in a way to produce a meaningful experience

of the world is called perception.

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1.4.3 Beliefs and Attitudes

Customer possesses specific belief and attitude towards various products. Since such beliefs and
attitudes make up brand image and affect consumer buying behavior therefore marketers are
interested in them.

1.6 Developing a marketing strategy

Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill
market needs and reach marketing objectives. Plans and objectives are generally tested for
measurable results. Commonly, marketing strategies are developed as multi-year plans, with a
tactical plan detailing specific actions to be accomplished in the current year. Time horizons
covered by the marketing plan vary by company, by industry, and by nation, however, time
horizons are becoming shorter as the speed of change in the environment increases. Marketing
strategies are dynamic and interactive. They are partially planned and partially unplanned. See
strategy dynamics. Marketing strategy needs to take a long-term view, and tools such as customer
lifetime value models can be very powerful in helping to simulate the effects of strategy on
acquisition, revenue per customer and churn rate.

Marketing strategy involves careful and precise scanning of the internal and external environments.
Internal environmental factors include the marketing mix and marketing mix modeling, plus
performance analysis and strategic constraints. External environmental factors include customer
analysis, competitor analysis, target market analysis, as well as evaluation of any elements of the
technological, economic, cultural or political/legal environment likely to impact success. A key
component of marketing strategy is often to keep marketing in line with a company's overarching
mission statement.
1.7 Diversity of Strategies
Marketing strategies may differ depending on the unique situation of the individual business.
However, there are a number of ways of categorizing some generic strategies.
A brief description of the most common categorizing schemes is presented below:

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1.7.1 Strategies based on market dominance - In this scheme, firms are classified based on
their market share or dominance of an industry. Typically there are four types of market
dominance strategies:

 Leader
 Challenger
 Follower
 Niche

According to Shaw, Eric (2012). "Marketing Strategy: From the Origin of the Concept to the
Development of a Conceptual Framework". Journal of Historical Research in Marketing, there is a
framework for marketing strategies.

 Market introduction strategies

"At introduction, the marketing strategist has two principle strategies to choose from: penetration
or niche" (47).

 Market growth strategies

"In the early growth stage, the marketing manager may choose from two additional strategic
alternatives: segment expansion (Smith, Ansoff) or brand expansion (Borden, Ansoff, Kerin and
Peterson, 1978)" (48).

 Market maturity strategies

"In maturity, sales growth slows, stabilizes and starts to decline. In early maturity, it is common to
employ a maintenance strategy (BCG), where the firm maintains or holds a stable marketing mix"
(48).

 Market decline strategies

At some point the decline in sales approaches and then begins to exceed costs. And not just
accounting costs, there are hidden costs as well; as Kotler (1965, p. 109) observed: 'No financial
accounting can adequately convey all the hidden costs.' At some point, with declining sales and
rising costs, a harvesting strategy becomes unprofitable and a divesting strategy necessary" (49).
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1.8 Early marketing strategy concepts

 Borden's "marketing mix"

"In his classic Harvard Business Review (HBR) article of the marketing mix, Borden (1964) credits
James Culliton in 1948 with describing the marketing executive as a 'decider' and a 'mixer of
ingredients.' This led Borden, in the early 1950s, to the insight that what this mixer of ingredients
was deciding upon was a 'marketing mix'".

 Smith's "differentiation and segmentation strategies"

"In product differentiation, according to Smith (1956, p. 5), a firm tries 'bending the will of demand
to the will of supply.' That is, distinguishing or differentiating some aspect(s) of its marketing mix
from those of competitors, in a mass market or large segment, where customer preferences are
relatively homogeneous (or heterogeneity is ignored, Hunt, 2011,p. 80), in an attempt to shift its
aggregate demand curve to the left (greater quantity sold for a given price) and make it more
inelastic (less amenable to substitutes). With segmentation, a firm recognizes that it faces multiple
demand curves, because customer preferences are heterogeneous, and focuses onserving one or more
specific target segments within the overall market" (35).

 Dean's "skimming and penetration strategies"

"With skimming, a firm introduces a product with a high price and after milking the least price
sensitive segment, gradually reduces price, in a stepwise fashion, tapping effective demand at each
price level. With penetration pricing a firm continues its initial low price from introduction to
rapidly capture sales and market share, but with lower profit margins than skimming".

 Forrester's "product life cycle (PLC)"

"The PLC does not offer marketing strategies, per se; rather it provides an overarching framework
fromwhich to choose among various strategic alternatives".

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1.9 Corporate strategy concepts

 Andrews' "SWOT analysis"

"Although widely used in marketing strategy, SWOT (also known as TOWS) Analysis originated
in corporate strategy. The SWOT concept, if not the acronym, is the work of Kenneth R. Andrews
who is credited with writing the text portion of the classic: Business Policy: Text and Cases
(Learnedet al., 1965)" (41).

 Ansoff's "growth strategies"

"The most well-known, and least often attributed, aspect of Igor Ansoff's Growth Strategies in the
marketing literature is the term 'product-market.' The product-market concept results from Ansoff
juxtaposing new and existing products with new and existing markets in a two by two matrix" (41-
42).

1.10 Porter's "generic strategies"

1.10.1 Porter generic strategies – strategy on the dimensions of strategic scope and strategic
strength. Strategic scope refers to the market penetration while strategic strength refers to the
firm's sustainable competitive advantage. The generic strategy framework (porter 1984) comprises
two alternatives each with two alternative scopes. These are Differentiation and low-cost leadership
each with a dimension of Focus-broad or narrow.

 Product differentiation
 Cost leadership
 Market segmentation

1.11 Innovation strategies

Innovation strategies deal with the firm's rate of the new product development and business model
innovation. It asks whether the company is on the cutting edge of technology and business
innovation. There are three types:

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  Pioneers
 Close followers
 Late followers

1.12 Growth strategies

In this scheme we ask the question, "How should the firm grow?. There are a number of different
ways of answering that question, but the most common gives four answers:

 Horizontal integration
 Vertical integration
 Diversification
 Intensification

These ways of growth are termed as organic growth. Horizontal growth is whereby a firm grows
towards acquiring other businesses that are in the same line of business for example a clothing
retail outlet acquiring a food outlet. The two are in the retail establishments and their integration
lead to expansion. Vertical integration can be forward or backward. Forward integration is
whereby a firm grows towards its customers for example a food manufacturing firm acquiring a
food outlet. Backward integration is whereby a firm grows towards its source of supply for example
a food outlet acquiring a food manufacturing outlet.

1.13 Raymond Miles' Strategy Categories

In 2003, Raymond Miles proposed a more detailed scheme using the categories: Miles, Raymond
(2003). Organizational Strategy, Structure, and Process. Stanford: Stanford University Press.
ISBN0-8047-4840-3.

 Prospector
 Analyzer
 Defender
 Reactor

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  Marketing warfare strategies – this scheme draws parallels between marketing
strategies and military strategies.

BCG's "growth-share portfolio matrix" "Based on his work with experience curves (that also
provides the rationale for Porter's low cost leadership strategy), the growth-share matrix was
originally created by Bruce D. Henderson, CEO of the Boston Consulting Group (BCG) in 1968
(according to BCG history). Throughout the 1970s, Henderson expanded upon the concept in a
series of short (one to three page) articles in the BCG newsletter titled Perspectives (Henderson,
1970, 1972, 1973, 1976a, b). Tremendously popular among large multi-product firms, the BCG
portfolio matrix was popularized in the marketing literature by Day (1977)" (45).

1.14 Strategic models

Marketing participants often employ strategic models and tools to analyze marketing decisions.
When beginning a strategic analysis, the 3C's model can be employed to get a broad understanding
of the strategic environment. An Ansoff Matrix is also often used to convey an organization's
strategic positioning of their marketing mix. The 4Ps can then be utilized to form a marketing plan
to pursue a defined strategy. Marketing Mix Modeling is often used to simulate different strategic
flexing go the 4Ps. Customer lifetime value models can help simulate long-term effects of
changing the 4Ps, e.g.; visualize the multi-year impact on acquisition, churn rate, and profitability
of changes to pricing. However, 4Ps have been expanded to 7 or 8Ps to address the different nature
of services.

1.15 Real-life marketing

Real-life marketing primarily revolves around the application of a great deal of common- sense;
dealing with a limited number of factors, in an environment of imperfect information and limited
resources complicated by uncertainty and tight timescales. Use of classical marketing techniques,
in these circumstances, is inevitably partial and uneven.

Thus, for example, many new products will emerge from irrational processes and the rational
development process may be used (if at all) to screen out the worst non-runners. The design of the
advertising, and the packaging, will be the output of the creative minds employed; which
management will then screen, often by 'gut-reaction', to ensure that it is reasonable.

26
The marketing objectives must usually be based, on the organization's financial objectives;
converting these financial measurements into the related marketing measurements. He went on to
explain his view of the role of "policies," with which strategy is most often confused: "Policies are
rules or guidelines that express the 'limits' within which action should occur.” Simplifying
somewhat, marketing strategies can be seen as the means, or "game plan," by which marketing
objectives will be achieved and, in the framework that we have chosen to use, are generally
concerned with the 8 P's. Examples are:

1. Price — The amount of money needed to buy products

2. Product — The actual product
3. Promotion (advertising)- Getting the product known
4. Placement — Where the product is sold
5. People — Represent the business
6. Physical environment — The ambiance, mood, or tone of the environment
7. Process — The Value-added services that differentiate the product from the
competition (e.g. after-sales service, warranties)
8. Packaging — How the product will be protected

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1.16 Measurement of progress
The final stage of any marketing planning process is to establish targets (or standards) so that
progress can be monitored. Accordingly, it is important to put both quantities and timescales into
the marketing objectives (for example, to capture 20 percent by value of the market within two
years) and into the corresponding strategies.

Of course, this does absorb more planning resource; but it also ensures that the plans embody the
latest information, and — with attention focused on them so regularly — forces both the plans and
their implementation to be realistic.

Plans only have validity if they are actually used to control the progress of a company: their
success lies in their implementation, not in the writing'.

1.16.1 Performance analysis

The most important elements of marketing performance, which are normally tracked, are:

1.16.2 Sales analysis

Most organizations track their sales results; or, in non-profit organizations for example, the
number of clients. The more sophisticated track them in terms of 'sales variance' - the deviation
from the target figures — which allows a more immediate picture of deviations to become
evident.

`Micro-analysis', which is simply the normal management process of investigating detailed

problems, then investigates the individual elements (individual products, sales territories,
customers and so on) which are failing to meet targets

1.16.3 Market share analysis

Few organizations track market share though it is often an important metric. Though absolute sales
might grow in an expanding market, a firm's share of the market can decrease which bodes ill for
future sales when the market starts to drop. Where such market share is tracked, there may be a
number of aspects which will be followed:

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  overall market share
 segment share — that in the specific, targeted segment
 relative share

1.16.4 Expense analysis

The key ratio to watch in this area is usually the `marketing expense to sales ratio'; although this
maybe broken down into other elements (advertising to sales, sales administration to sales, and so
on).

1.16.5 Financial analysis

The "bottom line" of marketing activities should at least in theory, be the net profit (for all except
non-profit organizations, where the comparable emphasis may be on remaining within budgeted
costs). There are a number of separate performance figures and key ratios which need to be
tracked:

 gross contribution<>net profit

 gross profit<>return on investment
 net contribution<>profit on sales
The above performance analyses concentrate on the quantitative measures which are directly related
to short-term performance. But there are a number of indirect measures, essentially tracking
customer attitudes, which can also indicate the organization's performance in terms of its longer-
term marketing strengths and may accordingly be even more important indicators. Some useful
measures are:
 market research — including customer panels (which are used to track changes over
time)
 lost business — the orders which were lost because, for example, the stock was not
available or the product did not meet the customer's exact requirements
 customer complaints — how many customers complain about the products or services,
or the organization itself, and about what

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 1.2 COMPANY PROFILE

ABOUT DOMINOS PIZZA INDIA

Jubilant Food Works Limited (the Company) is a Jubilant Bhartia Group Company. The Company
was incorporated in 1995 and initiated operations in 1996. The Company got listed on the Indian
bourses in February 2010. Mr. Shyam S. Bhartia, Mr. Hari S. Bhartia and Jubilant Consumer Pvt.
Ltd. (formerly Jubilant Fresh Pvt. Ltd.) are the Promoters of the Company. The Company & its
subsidiary operates Domino's Pizza brand with the exclusive rights for India, Nepal, Bangladesh and
Sri Lanka. The Company is market leader in the pizza segment with a network of 1,249 Domino’s
Pizza restaurants across 276 cities in India (as on June 30, 2019).

The Company is the market leader in the organized pizza market in the pizza home delivery
segment in India, The Company has strengthened its portfolio by entering into an agreement with
Dunkin' Donuts Franchising LLC, for developing the Dunkin' Donuts brand and operating
restaurants in India,

Over the period since 1996, Domino's Pizza India has remained focused on delivering great tasting
Pizzas and sides, superior quality, exceptional guest care and value for money offerings. We have
endeavored to establish a reputation for being a home delivery specialist capable of delivering
pizzas within 30 minutes or else FREE to a community of loyal consumers from all our restaurants
around the country.

Domino's vision is focused on “Exceptional people on a mission to be the best pizza delivery
company in the world!" We are committed to bringing fun, happiness and convenience to
lives of our consumers by delivering delicious pizzas to their doorstep and our efforts are aimed at
fulfilling this commitment towards a large and ever-growing guest base.

30
Domino's constantly strives to develop products that suit the tastes of our consumers and hence
delighting them. Domino's believes strongly in the strategy of 'Think global and act local'. Thus,
time and again we have been innovating with delicious new products such as crusts, toppings and
flavours suitable to the taste buds of Indian Consumers. Further providing value for money and
affordable products to our consumers has been an important part of our efforts. Our initiatives
such as Fun Meal and Pizza Mania have been extremely popular with consumers looking for an
affordable and value for money meal option.

Domino's believes that when a box of pizza is opened, family and friends come together to share
the pizza. Hence, our brand positioning: ‘Yeh Hai Rishton Ka Time'

That's why, all our efforts, whether it is a new innovative and delicious product, offering consumers
value for money deals, great service, countrywide presence or the promise to deliver in 30 minutes
or free are all directed towards making relationships stronger, warmer and more fun by giving
consumers an opportunity to get together, catch up, reunite and spend more time together.

1.2.1 DOMINOS INDIA VISION

EXCEPTIONAL PEOPLE ON A MISSION, TO BE THE BEST PIZZA DELIVERY

COMPANY IN THE WORLD.

History
1960s–2010

In 1960, Tom Monaghan and his brother, James, took over the operation of DomiNick's, an
existing location of a small pizza restaurant chain that had been owned by Dominick DiVarti, at
507 Cross Street (now 301 West Cross Street) in Ypsilanti, Michigan, near Eastern Michigan
University. Thedeal was secured by a $500 down payment, and the brothers borrowed $900 to
pay for the store. The brothers planned to split the work hours evenly, but James did not want to
quit his job as a full-time postman

31
to keep up with the demands of the new business. Within eight months, James traded his half
ofthe business to Tom for the Volkswagen Beetle they used for pizza deliveries.[13]

By 1965, Tom Monaghan had purchased two additional pizzerias; he now had a total of three
locations in the same county. Monaghan wanted the stores to share the same branding, but the
original owner forbade him from using the DomiNick's name. One day, an employee, Jim
Kennedy, returned from a pizza delivery and suggested the name "Domino's". Monaghan
immediately loved the idea and officially renamed the business Domino's Pizza, Inc. in 1965.

The company logo originally had three dots, representing the three stores in 1965. Monaghan planned to
add a new dot with the addition of every new store, but this idea quickly faded, as Domino's experienced
rapid growth. Domino's Pizza opened its first franchise location in 1967 and by 1978, the company
expanded to 200 stores. In 1975, Domino's faced a lawsuit by Amstar Corporation, the maker of Domino
Sugar, alleging trademark infringement and unfair competition. On May 2, 1980, the Fifth Circuit Court
of Appeals in New Orleans found in favor of Domino's Pizza.

International expansion

Domino's Pizza in the Nieuw-Vennep, The Netherlands

The store interior of a Domino's Pizza

32
 Domino's Pizza in Tuxtla Gutiérrez, Chiapas, Mexico

Domino's outlet in Himayatnagar, Hyderabad, Telangana, India

On May 12, 1983, Domino's opened its first international store, in Winnipeg, Manitoba, Canada.
That same year, Domino's opened its 100th store, its first in Vancouver, Washington. In 1985,
the chain opened their first store in the United Kingdom in Luton. Also, in 1985, Domino's
opened their first store in Tokyo, Japan. In 1993, they became the second American franchise to
open in the Dominican Republic and the first one to open in Haiti, under the direction of
entrepreneur Luis de Jesús Rodríguez. By 1995, Domino's had expanded to 1,000 international
locations. In 1997, Domino's open edits 1,500th international location, opening seven stores in
one day acrossfive continents. By 2014, the company had grown to 6,000 international locations
and was planning to expand to pizza's birthplace, Italy; this was achieved on October 5, 2015, in
Milan, with their first Italian location. CEO Patrick Doyle, in May 2014, said the company
would concentrate on its delivery model there. In February 2016, Domino's opened its 1,000th
store in India.
In 1995, Domino's Pizza entered China through the Pizza Vest Fast Food Group, which also owned
the rights to operate Domino's Pizza in 11 Southeast Asian countries

33
1.2.2 Change in ownership

In 1998, after 38 years of ownership, Domino's founder Tom Monaghan announced his retirement,
sold 93 percent of the company to Bain Capital, Inc. for about $1 billion, and ceased being
involved in day-to-day operations of the company. A year later, the company named Dave
Brandon as its CEO.

Present

Domino's Pizza logo used from 1996 until September 2012 in major English-speaking
countries, and still used in many others

In 2004, after 44 years as a privately held company, Domino's began trading common stock on the
New York Stock Exchange under the ticker symbol "DPZ".[29] Industry trade publication Pizza
Today magazine named Domino's Pizza "Chain of the Year" in 2003, 2010, and 2011. In a
simultaneous celebration in January 2006, Domino's opened its 5,000th U.S. store in Huntley,
Illinois, and its 3,000th international store in Panama
City, Panama, making 8,000 total stores for the system.[33] In August 2006, the Domino's location
in Tallaght, Dublin, Ireland, became the first store in Domino's historyto hit a turnover of $3 million
(€2.35 million) per year.[34] As of September 2006, Domino's has 8,200+ stores worldwide, which
totaled $1.4 billion in gross income.[35]

34
1.2.3 Innovations

In 2007, Domino's introduced its Veterans Delivering the Dream franchising program and also
rolled out its online and mobile ordering sites.[15] In 2008, Domino's introduced the Pizza
Tracker, an online application that allows customers to view the status of their order in a real
time progress bar.[36] The first Domino's with a dining room opened in Stephenville, Texas,
giving the customers the option to either eat in or take their pizza home. Since 2005, the voice of
Domino's Pizza's US phone ordering service has been Kevin Rails back.[37]

In a 2009 survey of consumer taste preferences among national chains by Brand Keys, Domino's
was last — tied with Chuck E. Cheese's. In December that year, Domino's announced plans to
entirely reinvent its pizza. It began a self-critical ad campaign in which consumers were filmed
criticizing the then-current pizza's quality and chefs were shown developing a new pizza. The new
pizza was unveiled that same month. The following year, 2010 and Domino's 50th anniversary, the
company hired J. Patrick Doyleas its new CEO and experienced a 14.3% quarterly gain. While
admitted not to endure, the success was described by Doyle as one of the largest quarterly same-
store sales jumps ever recorded by a major fast-food chain.

In 2011, Domino's launched a billboard advertising in New York's Times Square which
displayed real time comments from customers, including good, neutral and bad comments.

In 2015, Domino's unveiled a "pizza car" that can carry 80 pizzas, sides, 2-liter bottles of soda,
and dipping sauces. It also has a 140-degrees Fahrenheit oven on board and is more fuel efficient
than a standard delivery car. Officially named the Domino's DXP, the car is a Chevrolet Spark
customized by Roush Performance. Once each car reaches 100,000 miles, it will be retired and
returned to Roush, where it will be returned to stock form.[44]

In 2016, Domino's cooperated with Starship Technologies and applied self-driving robots to
deliver pizzas in specific German and Dutch cities.[45] In 2016, Domino's in New Zealand
delivered the world's first pizza delivery by unmanned aerial vehicle using the DRU Drone by
Flirety.

35
In February 2017, Domino's launched a wedding registry with gifts delivered in the form of
Domino's e Gift cards. Domino's also worked with Gugu Guru to create a pizza-themedba by
registry. Customers have the option of signing up for Domino's pizza package to be served for the
event.

In June 2018, Domino's began repairing potholes in America as part of its "Paving for Pizza"
initiative to prevent its pizzas from being damaged in transit.

In June 2019, Domino's announced a partnership with robotics company, Nuro. The service is
slated to launch in Houston, Texas with Nuro's custom, self-driving vehicle,R2.

1.2.4 Naming

In August 2012, Domino's Pizza changed their name to simply Domino's. At the same time,
Domino's introduced a new logo that removed the blue rectangle and text under the domino in the
logo, and changed the formerly all-red domino to be blue on the side with two dots and red on the
side with one dot. This was done because the company wanted to "expand" menu choices rather
than simply rely on their traditional pizza.

Products

Domino's Pizza in Providencia, Santiago de Chile

The Domino's menu varies by region. The current Domino's menu in the United States
features a variety of Italian-American main and side dishes. Pizza is the primary focus, with
traditional, specialty, and custom pizzas available in a variety of crust styles and

36
toppings. In 2011, Domino's launched artisan-style pizzas. Additional entrees include pasta, bread bowls,
and oven-baked sandwiches. The menu offers chicken and bread sides, as well as beverages and desserts.

From its founding until the early 1990s, the menu at Domino's Pizza was kept simple relative to
other fast food restaurants, to ensure efficiency of delivery. Historically, Domino's menu consisted
solely of one style of pizza crust in two sizes (12-inch and 16-inch), 11 toppings, and Coca-Cola
as the only soft drink option.

A "make line" at a Domino's

The first menu expansion occurred in 1989, with the debut of Domino's deep dish or pan pizza.
Its introduction followed market research showing that 40% of pizza customers preferred thick
crusts. The new product launch cost approximately $25 million, of which $15 million was spent
on new sheet metal pans with perforated bottoms. Domino's started testing extra-large size pizzas
in early 1993, starting with the 30-slice, yard-long "The Dominator".

Domino's tapped into a market trend toward bite-size foods with spicy Buffalo Chicken Kickers,
as an alternative to Buffalo Wings, in August 2002. The breaded, baked, white-meat fillets, similar
to chicken fingers, are packaged in a custom-designed box with two types of sauce to "heat up"
and "cool down" the chicken.

Domino's pizza with mushrooms and pineapple

37
In August 2003, Domino's announced its first new pizza since January 2000, the Philly Cheese
Steak Pizza. The product launch also marked the beginning of a partnership withthe National
Cattlemen's Beef Association, whose beef Check-Off logo appeared in related advertising.
Domino's continued its move toward specialty pizzas in 2006, with the introduction of its Brooklyn
Style Pizza, featuring a thinner crust, cornmeal baked into add crispness, and larger slices that
could be folded in the style of traditional New York-style pizza.

In 2008, Domino's once again branched out into non-pizza fare, offering oven-baked sandwiches
in four styles, intended to compete with Subway's toasted submarine sandwiches. Early marketing
for the sandwiches made varied references to its competition, such as offering free sandwiches to
customers named "Jared," a reference to Subway's spokesman of the same name.

The company introduced its American Legends line of specialty pizzas in 2009, featuring40% more
cheese than the company's regular pizzas, along with a greater variety of toppings. That same year,
Domino's began selling its BreadBowl Pasta entree, a lightly seasoned bread bowl baked with pasta
inside, and the Lava Crunch Cake dessert, composed of a crunchy chocolate shell filled with warm
fudge. Domino's promoted the dessert by flying in 1,000 cakes to deliver at Hoffstadt Bluffs Visitor
Center near Mount St. Helens in Washington state.

In 2010, shortly after the company's 50th anniversary, Domino's changed its pizza recipe" from
the crust up", making significant changes in the dough, sauce, and cheese used in their pizzas. [70]
Their advertising campaign admitted to earlier problems with the public perception of Domino's
product due to taste issues.

In September 2012, Domino's announced it was going to roll out a pan pizza on September 24,
2012.[73] Following this move, the Deep Dish pizza was discontinued after23 years of being on the
menu.

In December 2013, Domino's Pizza in Israel unveiled its first vegan pizza, which uses a soy-
basedcheese substitute currently supplied by the UK Company V Bites

After a stock low point in late 2009, the company's stock had risen 700 percent in the five years
preceding February 2016.

38
1.2.5 Corporate governance
Domino's management is led by CEO Richard Allison. Previous chief executive Dave Brandon
remains Chairman. Among 11 executive vice presidents are Jeffrey Lawrence, CFO; Tom Curtis,
Team USA; Scott Hinshaw, Franchise Operations and Development; and Kevin Morris, General
Counsel. Domino's operations are overseen by a board of directors led by Brandon. Other members
of the board are Allison, Andy Ballard, Andrew Balson, Diana Cantor, Richard Federico, James
Goldman, Corie Sue Barry and Patricia Lopez.

On July 1, 2018, Allison, the previous president of international business for Domino's, replaced
Doyle as CEO.

1.2.6 Charitable activities

In 2001, Domino's launched a two-year national partnership with the Make-A-Wish

Foundation of America. That same year, company stores in New York City and Washington,
D.C. provided more than 12,000 pizzas to relief workers following the September 11 attacks
on the World Trade Center and The Pentagon. Through a matching funds program, the
corporation donated $350,000 to the American Red Cross' disaster relief effort. In 2004,
Domino's began a partnership with St. Jude Children's Research Hospital, participating in the
hospital's "Thanks and Giving" campaign since the campaign began in 2004, and raising
$5.2million in 2014.[81]

Advertising

39
 Arie Luyendyk's Lola-Chevrolet which won the 1990 Indianapolis 500 for Doug Shierson Racing

In the late 1980s, Domino's was well known for its advertisements featuring a character called the
Noid, created by Group 243 Inc. who hired Will Vinton Studios to produce the television
commercials that featured the character. The catchphrase associated with the commercials was
"Avoid the Noid." The Noid was discontinued after Kenneth Lamar Noid, believing the mascot to
be an imitation of him, held two Domino's employees hostage in Chamblee, Georgia. The
employees escaped while Noid ate a pizza he had ordered. Noid was eventually diagnosed with
paranoid schizophrenia and acquitted due to insanity, and later committed suicide. The Noid was
briefly brought back for a week in 2011 in an arcade-style game on the Domino's Facebook page.
The person with the top score received a coupon for a free pizza.

Due to a glitch on the Domino's website, the company gave away nearly 11,000 free medium
pizzas in March 2009. The company had planned the campaign for December 2008 but scrapped
the idea and never promoted it. The redemption code to receive the pizzas was never deactivated,
however, and resulted in the free giveaway of the pizzas across the United States after someone
discovered the promotion on the website by typing in the word "bailout" as the redemption code
and then shared it with others on the Internet. Domino's deactivated the code on the morning of
March 31, 2009, and promised to reimburse store owners for the pizzas.

Domino's sponsored CART's Doug Shierson Racing, which was driven by Arie Luyendyk and
won the 1990 Indianapolis 500. In 2003, Domino's teamed up with NASCAR for a multi-year
partnership to become the "Official Pizza of NASCAR." Domino's also sponsored Michael
Waltrip Racing and driver David Reutimann during the2007 season in the NASCAR Sprint Cup
Series.

1.2.7 30-minute guarantee

Beginning in 1973, Domino's Pizza offered a guarantee to customers their pizzas would be
delivered within 30 minutes of placing an order or they would receive the pizzas free.

40
This guarantee was changed to $3 off in the mid-1980s. In 1992, the company settled a lawsuit
brought by the family of an Indiana woman who had been killed by a speeding Domino's
delivery driver, paying the family $2.8 million. In another 1993 lawsuit, brought by a woman
who was injured when a Domino's delivery driver ran a red light and collided with her vehicle.
The woman was awarded nearly $80 million by a jury, but accepted a payout of $15 million. The
30 minute guarantee was dropped that same year because of the "public perception of reckless
driving and irresponsibility", according to then-CEO Tom Monaghan.

In December 2007, Domino's introduced a new slogan, "You Got 30 Minutes," alluding to the
earlier pledge, but stopping short of promising delivery in half an hour.

The company continues to honor the 30-minute guarantee for orders placed in its stores located
in Colombia, Vietnam, Mexico, China, and India. The 30-minute guarantee is subject to the
terms and conditions applied in the respective country.

Franchises

Domino's Pizza world map as of September 2018

Domino's Pizza, as of September 2018, has locations in the United States (including the District of
Columbia, Guam, Puerto Rico and the U.S. Virgin Islands), in 83 other countries, including overseas
territories such as the Cayman Islands and states with limited recognition such as Kosovo and Northern
Cyprus.[95] It has its stores in 5,701 cities worldwide (2,900 international and 2,800 in the U.S.) In 2016,
Domino's opened its1,000th store in India. As of the first quarter of 2018, Domino's had approximately
15,000 stores, with 5,649 in the U.S., 1,232 in India, and 1,094 in the U.K.

41
In most cases, Domino's has master franchise agreements with one company per country, but three
companies have acquired multiple master franchise agreements, covering multiple countries:

 The rights to own, operate, and franchise branches of the chain in Australia, Denmark, New
Zealand, France, Belgium, the Netherlands, and Monaco are currently owned by Australian
Domino's Pizza Enterprises, having bought the master franchises from the parent company
in 1993 (Australian and New Zealand franchises) and 2006 (European franchises).
 The master franchises for the UK and Ireland were purchased in 1993 by the British
publicly listed Domino's Pizza Group (DPG), which acquired the master franchise for
Germany in 2011 and Switzerland, Liechtenstein, and Luxembourg in August 2012
by buying the Swiss master franchise holder, with an option to acquire the Austrian
master franchise as well. DPG opened its first Swedish location near the Mobilia
shopping mall in Malmö in December 2016.
 The master franchises for India, Nepal, and Sri Lanka are currently owned by the
Indian company Jubilant Food Works. India is the largest international market for
Domino's outside its home market, being the only country to have over 1,000
Domino's outlets. The company operates 1,232 stores across 264 Indian cities as of
2018.
 In Bangladesh, the franchises for Domino's Pizza are co-owned by Jubilant Food
Works and Golden Harvest Limited forming 'Domino's Pizza Bangladesh
Limited'. In this entity, Jubilant Food Works is the majority shareholder and
owns51% of the company, while the rest of the share is owned by Golden
Harvest Limited. The first store in Bangladesh opened in February 2019.

See also

 List of pizza chains

 List of pizza chains of the United States
 List of pizza franchises
 List of pizza varieties by country

42
1.3 ABOUT PIZZA HUT

1.3.1 WHO WE ARE

There’s nothing cookie-cutter about Pizza Hut. Not our pizzas. Not our people. And definitely not
the way we live life. Around here, we don’t settle for anything less than food we’re proud to
serve. And we don’t just clock in. Not when we can also become our best, make friends, and have
fun while we’re at it. We’re the pizza company that lives life unboxed.

We’re not for people who want to blend in: pushing boundaries is part of our heritage. We have
more than 16,000 restaurants and 350,000 team members in more than 100 countries. Whether it’s
the original Stuffed Crust or putting a pizza in outer space, we never stop driving ourselves to
deliver hot pizzas, fast every time – anywhere you want to enjoy it.

1.3.2 WHAT WE’RE ABOUT

At Pizza Hut, we don’t just make pizza. We make people happy. Pizza Hut was built on the
belief that pizza night should be special, and we carry that belief into everything we

43
do. With more than 55 years of experience under our belts, we understand how to best serve our
customers through tried and true service principles: We create food we’re proud to serve and
deliver it fast, with a smile.

1.3.3 WHERE WE COME FROM

In 1958, two brothers borrowed $600 from their mom to open a pizza place in Wichita, Kansas.
They named it Pizza Hut, because their sign only had room for eight letters. How profound! Soon,
the restaurant grew. Why? The pizza was awesome. The service felt like home. And the customers
were treated like family. And we’ve been delivering that same food and service ever since.

1.3.4 FOR THE LOVE OF PIZZA SINCE 1958

From day one, the Carney brothers could look their customers in the eye and promise them the
finest pizza in town — because they knew the farmers who grew the ingredients, and they knew
those farmers cared about quality. Since then, our farmers have grown right alongside us, and the
ingredients we use are still our highest priority. No one loves pizza more than Pizza Hut. That’s
why pizza is in our name — and always will be.

1.3.5 PIZZA HUT INDIA

In June 1996, Pizza Hut made its foray into India with a restaurant in Bangalore and was the first
international restaurant chain to pioneer this category. The restaurant brand offers an exciting
menu consisting of its signature pizzas, appetizers, pastas, desserts and beverages. Its trademark
dining experience has been recognized by Brand Equity to make it the ‘Most Trusted Food Service
Brand’ for 11 years in a row. Pizza Hut is the most preferred pizza brand in India, given its
freshest,tastiest and affordable Pizzas.

44
 History

The first Pizza Hut (pictured) opened on June 15, 1958, in Wichita, Kansas.

Pizza Hut was founded in June 1958 by two Wichita State University students, brothers
Dan and Frank Carney, as a single location in Wichita, Kansas.[6] Six months later they opened a
second outlet and within a year they had six Pizza Hut restaurants. The brothers began franchising
in 1959. The iconic Pizza Hut building style was designed in 1963 by Chicago architect George
Lindstrom[7] and was implemented in 1969.[8] PepsiCo acquired Pizza Hut in November
1977.[9][10] 20 years later, Pizza Hut (alongside Taco Bell and Kentucky Fried Chicken) were
spun off by PepsiCo on May 30, 1997, and all three restaurant chains became part of a new company
named Tricon Global Restrauants, Inc. The company assumed the name of Yum! Brands on May
22, 2002.[11][12]

Before closing in 2015, the oldest continuously operating Pizza Hut was in Manhattan, Kansas, in
a shopping and tavern district known as Aggieville near Kansas State University. The first Pizza
Hut restaurant east of the Mississippi River was opened in Athens, Ohio, in 1966 by Lawrence
Berberick and Gary Meyers.

Pizza Hut's international presence includes Canada and Mexico in North America, and India (not in
the Pizza Hut division, but in the Yum! India division), Bangladesh, Pakistan, Japan, Saudi
Arabia,the United Arab Emirates, Qatar, the Philippines, Vietnam, Thailand, Malaysia, Singapore,
Indonesia, Brunei Darussalam, China (now part of Yum!spinoff Yum China), Hong Kong,
Taiwan, South Korea, Myanmar, and Macau in Asia. Pizza Hut was one of the first American
franchises to open in Iraq.[18] In Europe they are in United Kingdom, Sweden, Norway, Finland,
Germany, Spain, Turkey; in Honduras, Costa Rica, El Salvador, Guatemala, Colombia, Nicaragua,
Venezuela, Chile, Brazil, Peru

45
and Ecuador,[19] in South and Central America; in Ethiopia, South Africa and Tanzania in
Africa; and in Australia, New Zealand in Oceania.

The company announced a rebrand that began on November 19, 2014, in an effort to increase
sales, which had dropped in the previous two years. The menu was expanded to introduce various
items such as crust flavors and 11 new specialty pizzas. Work uniforms for employees were also
refreshed. In 2017, Pizza Hut was listed by UK-based Company Richtopia at number 24 in the list
of 200 Most Influential Brands in the World.

On June 25 and 27, 2019, it was reported that Pizza Hut is bringing back their logo with the "Red
Roof” that was used from 1967 until 1999.[23][24]

On August 7, 2019, Pizza Hut announced its intention to close about 500 of its 7,496 dine-in
restaurants in the US, by the middle of 2021.[25]

Concept

The distinctive roof shape ("Red Roof") and lettering style shown here was typical of U.S.
Pizza Huts. (This location in Athens, Ohio, pictured in 2009, closed in 2013.)

Pizza Hut is split into several different restaurant formats: the original family-style dine-in
locations; storefront delivery and carry-out locations; and hybrid locations that have carry- out,
delivery, and dine-in options. Some full-sized Pizza Hut locations have a lunch buffet, with "all-
you-can-eat" pizza, salad, desserts, and bread sticks, and a pasta bar. Pizza Hut has other business
concepts independent of the store type.
In 1975, Pizza Hut began testing concepts with Applegate's Landing. [26][27] These restaurants had
exteriors that looked like Colonial Style houses and had eclectic interiors featuring a truck with a
salad bar in the bed. The chain offered much of the same Italian-

46
American fare, such as pizza and pasta dishes with some additions like hamburgers and bread
pudding. Applegate's Landing went defunct in the mid 1980s sans for one location in McPherson,
Kansas that closed in Fall, 1995. The location is now a dentist's office.[28]

An upscale concept was unveiled in 2004, called Pizza Hut Italian Bistro. At 50 U.S. locations, the
Bistro is similar to a traditional Pizza Hut, except that the menu features new, Italian-themed
dishes such as penne pasta, chicken pomodoro, and toasted sandwiches. Instead of black, white,
and red, Bistro locations feature a burgundy and tan motif. Pizza Hut Bistros still serve the chain's
traditional pizzas and sides. In some cases, Pizza Hut has replaced a "Red Roof" location with the
new concept. Pizza Hut Express locations are fast food restaurants; they offer a limited menu with
many products not seen at a traditional Pizza Hut. These stores are often paired in a colocation
with Wing Street, in USA and Canada, or other sibling brands such as KFC or Taco Bell and
found on college campuses, food courts, theme parks, bowling alleys, and within stores such as
Target.

Vintage "Red Roof" locations, designed by architect Richard D. Burke, can be found in the United
States and Canada; several exist in the UK, Australia, and Mexico. In his book Orange Roofs,
Golden Arches, Phillip Langdon wrote that the Pizza Hut "Red Roof "architecture "is something of
a strange object – considered outside the realm of significant architecture, yet swiftly reflecting
shifts in popular taste and unquestionably making an impact on daily life. These buildings rarely
show up in architectural journals, yet they have become some of the most numerous and
conspicuous in the United States today."[31]

Curbed.com reports, "Despite Pizza Hut's decision to discontinue the form when they made the
shift toward delivery, there were still 6,304 traditional units standing as of 2004, each with the
shingled roofs and trapezoidal windows signifying equal parts suburban comfort and strip-mall
anomie." This building style was common in the late 1960s and early 1970s.The name "Red Roof"
is somewhat anachronistic now, since many locations have brown roofs. Dozens of "Red Roofs"
have closed or been relocated or rebuilt.[32]

Many "Red Roof" branches have beer if not a full bar, music from a jukebox and sometimes an
arcade. In the mid-1980s, the company moved into other successful formats, including delivery or
carryout and the fast food "Express" model.

47
1.3.6 Pizza Hut concepts

Pizza Hut Bistro in Indianapolis, Indiana

Pizza Hut in Riyadh, Saudi Arabia

Pizza Hut in Santiago, Chile

Pizza Hut in Angeles City, the Philippines

Pizza Hut in Jakarta, Indonesia

Pizza Hut in Yerevan, Armenia

Pizza Hut in Puerto Vallarta, Mexico

Pizza Hut in North York, Ontario, Canada

Pizza Hut in Paris, France

Pizza Hut in Kingston upon Hull, United Kingdom

48
 1.3.7 Products
In North America, Pizza Hut has notably sold: pan pizza, baked in pan with a crispy edge; stuffed
crust pizza, with the outermost edge wrapped around a cylinder of mozzarella cheese; "hand-
tossed", more like traditional pizzeria crusts; “Thin 'N Crispy”, a thin, crisp dough which was
PizzaHut's original style; Dippin' Strips pizza, a pizza cut into small strips that can be dipped into
a number of sauces; the P’Zone, a calzone with marinara dipping sauce that comes in plain,
Supremo, Meaty, and pepperoni, and its largest product, the Bigfoot pizza.

The stuffed-crust pizza was introduced on March 26, 1995. By the end of the year, it had become
one of their most popular lines.

Regional differences are seen in the products and bases. The company has localized to Southeast
Asia with a baked rice dish called Curry Zazzle.

On May 9, 2008, Pizza Hut created "The Natural" pizza, which featured natural ingredients and
was sold in Seattle, Denver and Dallas. This was discontinued on October 27, 2009, in the Dallas
market.
Pizza Hut developed a pizza for use as space food, which was delivered to the International Space
Station in 2001.[44] It was vacuum-sealed and about 6 in (15 cm) in diameter to fit in the station's
oven.[44] It was launched on a Soyuz and eaten by Yuri Usachov in orbit.[45]

In recent years, the chain has seen a downturn in profits. In 2015, the franchise stated it would be
pumping more capital into its London branches. Pizza Hut is installing cocktail bars in its London
branches as part of a £60 million bid to win back "the Nando's generation".

In January 2019, Pizza Hut announced it had expanded beer delivery to 300 locations across the
U.S., with plans to expand to 1,000 locations by the summer.

In March 2019, Pizza Hut announced the returnof the P'Zone after a hiatus of several years.

49
1.3.8 Advertising

United States

Pizza Hut's first television commercial was produced in 1965 by Bob Walterscheidt for theHarry
Crow agency in Wichita, and was entitled "Putt Putt to the Pizza Hut". The ad, whichlooks just like
an old movie, and features a man in a suit and tie, played by Ron Williams (who was then a
production manager for Wichita's ABC affiliate KAKE-TV) as he starts ordering take-out and
driving his 1965 Mustang JR to Pizza Hut, where he is chased by a variety of townspeople portrayed
by neighborhood kids, Walterscheidt and his daughter, and various employees for Harry Crow and
KAKE-TV. He picks up his pizza and goes back to his house, where all of his pizza is eaten by the
townspeople before he can take a bite, which makes the man upset as he calls Pizza Hut again. The
ad first aired on November 19, 1966, during halftime of the Notre Dame vs. Michigan State "Game
of the Century", and dramatically increased sales for the franchise. "Putt Putt to the Pizza Hut" ran
on TV for eight years and was nominated for a Clio Award.[49][50]

Until early 2007, Pizza Hut's main advertising slogan was "Gather 'round the good stuff", and was
"Now You're Eating!" from 2008 to 2009 From 2009 to 2012, the advertising slogan was "Your
Favorites. Your Pizza Hut” From 2012 to 2016, the advertising slogan was "Make it great", a
variation of the 1980s–1995 slogan "Makin' it great!" From 1995 to1999, the slogan was "You'll
love the stuff we're made of" The advertising slogan is currently "No one out pizzas the hut"

Pizza Hut does not have an official international mascot, but at one time, commercials in the U.S.
were called "The Pizza Head Show". These commercials ran from 1991 to 1999 and were based on
the Mr. Bill sketches from Saturday Night Live during the late-1970s. The ads featured a slice of
pizza with a face made out of toppings called "Pizza Head". Inthe 1970s, Pizza Hut used the
signature red roof with a jolly man named "Pizza Hut Pete".Pete was on the bags, cups, balloons,
and hand puppets for the kids. In Australia during the mid to late 1990s, the advertising mascot
was a delivery boy named Dougie, with boyish good looks, who upon delivering pizza to his
father, would hear the catchphrase "Here's a tip: be good to your mother". Adding to the impact of
these advertisements, the role of Dougie was played by famous Australian soap opera and police
drama actor Diarmid Heidenreich.

50
Pizza Hut sponsored the film Back to the Future Part II (1989) and offered a free pair of futuristic
sunglasses, known as "Solar Shades", with the purchase of Pizza Hut pizza. Pizza Hut also
engaged in product placement within the film, having a futuristic version of their logo with their
trademark hut printed on the side of a my lar dehydrated pizza wrapper in the Mc Fly family
dinner scene, and appear on a storefront in Hill Valley in the year 2015.

The 1990 NES game, Teenage Mutant Ninja Turtles II: The Arcade Game, came with a coupon for
a free pizza. The game included Pizza Hut product placement in the form of background
advertisements and pizza that would refill the character's life.

In 1995, 21 years before becoming President of the United States, Donald Trump and his ex-wife
Ivana Trump appeared in a commercial. The last scene of the commercial showed Ivana asking for
the last slice, to which Donald replied, "Actually dear, you're only entitled to half", a play on the
couple's recent divorce.
In 1995, Ringo Starr appeared in a Pizza Hut commercial which also featured The Monkees. A
commercial with Rush Limbaugh dates from the same year, in which he boastsn "nobody is more
right than me," yet he states for the first time he will do something wrong, which was to
participate in Pizza Hut's then "eating pizza crust first" campaign regarding their stuffed-crust
pizzas.

In 1999, the announcer says, "The best pizzas under one roof" in the Big New Yorker pizza
commercial seen on the PlayStation Pizza Hut Demo Disc 1. Also, in 1999, the game CrazyTaxi for
Sega Dreamcast featured Pizza Hut as one of the locations to which players were able to drive and
dropoff customers. However, in the game's 2010 re-release for Xbox Live and PlayStation Network,
all of the product placement, including the Pizza Hut locations, were removed.

Early 2007 had Pizza Hut move into several more interactive ways of marketing to the consumer.
Using mobile-phone SMS technology and their My Hut ordering site, they aired several television
commercials (commencing just before the Super Bowl) containing hidden words that viewers
could type into their phones to receive coupons. Other innovative efforts included their "My Space
Ted" campaign, which took advantage of the popularity of social networking, and the burgeoning
user- submission marketing movement via their Vice President of Pizza contest.

51
1.3.9 Sponsorships

 In the early 1990s, as part of PepsiCo's sponsorship of The NewsHour with Jim Lehrer
(and its former moniker, The MacNeil/Lehrer NewsHour), Pizza Hut wasincluded in
the acknowledgment alongside Taco Bell and KFC, which PepsiCo ownedat the time.
 In 2000, Pizza Hut was a part-time sponsor of Galaxy Motorsports' #75 Ford in the
then NASCAR Cup Series, driven by Wally Dallenbach Jr.
 Pizza Hut was the shirt sponsor of English football club Fulham F.C. for the 2001–02
season

 Terry Labonte drove selected events with Pizza Hut as the primary sponsor of his #44
car in 2005.
 Pizza Hut purchased the naming rights to Major League Soccer club FC Dallas'
stadium, Pizza Hut Park, prior to its opening in 2005, which were allowed to expire in
January 2012.
 In October 2015, Pizza Hut signed sponsorship deals with the Dallas Mavericks, Dallas
Stars, and American Airlines Center.
 In February 2018, Pizza Hut signed a sponsorship deal to be the official pizza sponsor
for the National Football League.

52
 Book It!

A Pizza Hut-themed Little Free Library in front of a Pizza Hut in Gillette, Wyoming

Pizza Hut has sponsored the Book It! reading-incentive program since it started in1985. Students
who read books according to the goal set by the classroom teacher, in any month from October
through March, are rewarded with a Pizza Hut certificate good for one free, one-topping Personal
Pan Pizza; and the classroom whose students read the most books is rewarded with a pizza party.

The program has been criticized by some psychologists on the grounds it may lead to over
justification and reduce children's intrinsic interest in reading. Book It! was also criticized by the
Campaign for a Commercial-Free Childhood in 2007 who described it as

"one of corporate America's most insidious school-based brand promotions." A pamphlet produced
by the group argued the program promoted junk food to a captive market, made teachers into
promoters for Pizza Hut, and undermined parents by making visits to the chain an integral part of
bringing up their children to be literate. However, a study of the program found participation in the
program neither increased nor decreased reading motivation. The program's 25th anniversary was
in2010. The Book It! program in Australia ceased in 2002.

53
 CHAPTER- 2

LITERATURE REVIEW

54
2. Literature review
The word "price" means different things to different people. Many business students think of the equation,
"price equals cost plus profit,' while other people relate price to the quality of a product Kain et.al, (1992).
Regardless of what perspective people have on the issue of price, it is an area that requires in-depth analysis
by decision makers. Logically, there is not a unique way for defining prices. As discussed in chapter one
Price is the amount of money charged for a product or service, or the sum of the values that consumers
exchange for the benefits of having or using the product or service. Before setting a price, the company must
decide what is going to be the strategy for the product in addition to what will be the proposed objectives,
since the clearer these decisions, the easier it will be to establish prices (Hinterhuber & Liozu, 2013 that
discussed in Deonir De Toni A. et.al, 2016). According to Deonir De Toni A. et.al, (2016) prices have a
high impact on companies’ profitability, and pricing strategies vary considerably between sectors and
market situations.
According to neoclassical demand theory, a consumer, constrained by his budget, will choose a
consumption bundle that maximizes his utility based on his preferences. Thus, the price is negatively
correlated with the demanded quantity. As explained by Victor et.al, (2019) consumers in general are
resistant to dynamic pricing if they are based on their past individual behavior or their ability to pay but are
more accommodative where they are involved in the pricing process. It can be observed that auctions and
group buys where price discrimination is inevitable, have a higher degree of acceptance because customers
feel more under control. On other hand, Maxwell (1995) as that discussed in Victor et.al, (2019) is defined
the concept of price fairness from a social and economic perspective. From the economic perspective, a
price is considered as fair if it maximizes the utility and covers the cost of benefits that a consumer
receives. A price is socially accepted as a fair price when it is presupposed as a tool that operates in
accordance with the rules and regulations of the society. The introduction of unusual pricing strategies like
dynamic pricing have already hurt the consumer fair price perceptions. Buyers pay different prices for
essentially the same product. The extreme changes in prices as in airline industry where prices sometimes
double in one day are still practiced (Victor et.al, 2019). Pricing has always been an integral component of
marketing (Borden, 1964); of the traditional marketing elements, only pricing creates revenue (LaPlaca,
1997; Shipley & Jobber, 2001). As Morris (1987, p. 79) notes, “one of the more basic, yet critical
decisions facing a business is what price to charge customers for Pricing has always been an integral
component of marketing (Borden, 1964); of the traditional marketing elements, only pricing creates
revenue (LaPlaca, 1997; Shipley & Jobber, 2001). As Morris (1987, p. 79) Pricing has always been an
55
integral component of marketing (Borden, 1964); of the traditional marketing elements, only pricing

creates revenue (LaPlaca, 1997; Shipley & Jobber, 2001). As Morris (1987, p. 79) notes, “one of the more
basic, yet critical decisions facing a business is what price to charge customers for products and services.”
This decision is particularly critical in what The Economist (2013) calls the “age of austerity”—an era
characterized by sales stagnation, no reasonable possibility of cutting costs further,
and price as the only remaining lever. In this competitive environment, more than ever, a sound pricing
strategy is required to facilitate customer value creation, structure price decisions, and earn a profit (see
Lancioni, Schau, & Smith, 2005); Hinterhuber and Bertini (2011) caution that a deficient pricing strategy
inhibits profitability. According to Gijsbrechts (1993, p. 115) though, “developing an appropriate pricing
strategy is both crucial and highly complex.” Prior research emphasizes its dependence on various factors,
such as the environment (Diamantopoulos, 1991), firm objectives, customer characteristics (Tellis, 1986),
and the pricing situation (Noble & Gruca, 1999). Different pricing strategies in turn reflect these
contingencies, such as price skimming, penetration pricing (Noble & Gruca, 1999; Tellis, 1986), price
bundling, price promotion, or complementary pricing (Gijsbrechts, 1993). For the current study, a pricing
strategy is the mean to determine relative price levels by considering influential factors and thereby
realizing certain business objectives in a specific situation (Noble & Gruca, 1999; Tellis, 1986).
Accordingly, “a pricing strategy provides a systematic delineation of the elements that must be managed to
achieve profitable performance in a business” (Cressman, 2012, p. 246). Generally, these elements include
the intended pricing objective (e.g., profit maximization), the relative target price level (associated with
cost, competition, and/or customer value), and the internal and external factors (e.g., market environment)
that face the business (Noble & Gruca, 1999). Noting the topic’s general relevance for marketing, this
article provides a pertinent literature review, motivated by three key arguments. First, existing reviews
adopt either a business-to-consumer (B2C) (Gijsbrechts, 1993; Tellis, 1986) or business-to-business (B2B)
(Noble & Gruca, 1999) perspective, making it difficult to assess marketing’s overall contribution to
pricing strategy research (PSR). Second, more recent reviews focus on specific pricing aspects, such as
behavioral pricing (Somervuori, 2014) or value-based pricing (Cressman, 2012), or address pricing
research in general without examining pricing strategy literature in particular (Leone, Robinson, Bragge, &
Somervuori, 2012). Third, more wide- 3 ranging reviews have been conducted but were published several
decades ago (Diamantopoulos, 1991; Rao, 1984), clinching the compelling case for a more contemporary
literature review. Formally, this review therefore assesses the development and current state of PSR in
marketing on five dimensions: (1) market and offering focus, (2) topic, (3) theoretical foundation, (4)
56
research design, and (5) respondent profile. It highlights enduring features and critical developments in the
field; ultimately, the main contribution of this review is a set of takeaways that suggest directions for

further research.1 Similar to comparable reviews of other topics (e.g., Williams & Plouffe, 2007), it also
offers an efficient starting point to acquaint readers with the theoretical and methodological foundations of
PSR.
Content analysis offers an appropriate means to evaluate documented communication, systematically and
quantitatively (Berelson, 1952). Content analysis is common in literature reviews (e.g., Nakata & Huang,
2005; Papastathopoulou & Hultink, 2012; Williams & Plouffe, 2007) and is well suited to the investigation
of developments over longer periods of time (Weber, 1990). To select an appropriate sampling frame, the
study began with a consideration of all marketing journals in the latest version of the Chartered
Association of Business Schools’ Academic Journal Guide (CABS, 2015) included in the Journal Citation
Reports by Web of Science. Additionally, the Journal of Business Research was included due to its high
output of marketing research. To ensure that the final list included B2B and B2C studies, as well as
articles pertaining to goods and services, several service-oriented journals included in the CABS also were
included. The study period, 1995–2016, provides both a contemporary and a long-term assessment (see
Williams & Plouffe, 2007). Web of Science (ISI) helped identify pertinent articles; it is the most extensive
scientific database available (Dahlander & Gann, 2010). The pursuit of relevant articles relied on a
keyword-driven search in ISI’s topic field, querying for articles that contained the search term “pricing” in
their abstract, title, or keywords. This initial search term was deliberately broad to identify all relevant
articles, but the search was confined to the chosen period and journal list.2

57
2.1 Research gap

A previous research gap in comparative studies on the pricing strategy of Domino's and Pizza Hut could be
the lack of comprehensive research that directly compares and contrasts the pricing strategies of these two
major pizza chains. While there may be individual studies examining the pricing strategies of each
company, a systematic comparative analysis is relatively scarce.
Here are a few aspects where previous research may have been limited:

1. Pricing tactics and promotions: Previous research may have focused on the pricing tactics
employed by each company individually, such as menu pricing, bundling, or discount strategies.
However, there may be a lack of studies directly comparing the effectiveness and impact of these
tactics on consumer behavior and market share between Domino's and Pizza Hut.
2. Pricing tactics and promotions: Previous research may have focused on the pricing tactics
employed by each company individually, such as menu pricing, bundling, or discount strategies.
However, there may be a lack of studies directly comparing the effectiveness and impact of these
tactics on consumer behavior and market share between Domino's and Pizza Hut.
3. Pricing and value perception: While both companies operate in the same industry, they often have
different value propositions and positioning strategies. Research that investigates how pricing
influences consumer perceptions of value, quality, and brand positioning for Domino's and Pizza
Hut can shed light on the effectiveness of their respective pricing strategies and their impact on
customer preferences.
4. Online pricing and digital platforms: In recent years, both Domino's and Pizza Hut have
expanded their online ordering capabilities and presence on digital platforms. However, research
comparing their pricing strategies in the digital space, such as online promotions, mobile apps, or
personalized pricing, is limited. A comparative study in this area can provide insights into how each
company leverages digital platforms for pricing and customer engagement.
5. International market comparisons: Domino's and Pizza Hut have a global presence, and they
operate in various countries with different market dynamics. Research that compares their pricing
strategies across different international markets can offer valuable insights into how they adapt their
pricing to local preferences, competition, and economic conditions.
By addressing these research gaps, scholars can contribute to a better understanding of the pricing strategies
employed by Domino's and Pizza Hut and identify key factors that drive their competitive advantage in the
pizza industry.
58
2.2 OBJECTIVE OF STUDY

 To find out the pricing strategies of both the brands.

 To find out the comparative analysis between Domino's pizza and Pizza Hut.
 To check out the preference of the customers between these two brands of pizza.
 Analyze and compare the performance between Domino's pizza and Pizza Hut

59
 2.3 Hypothesis

Hypothesis is a formal statement that presents the expected relationship between and independent and

Dependent variable.

Types:

a) Null Hypothesis

b) Alternate Hypothesis

a) Null Hypothesis

 It is denoted by Ho.

The null hypothesis basically defines the statement which states that there is no exact or actual relationship

between the variable.

Alternate Hypothesis

 It is denoted by H1.

 The alternate hypothesis basically defines the statement which states that there exists aa relationship
between independent and dependent variables.

Ho: Customers are not satisfied with the pricing of Dominos and pizza hut.

H1: Customers are satisfied with the pricing of Dominos and pizza hut.

60
 Chapter: 3

RESEARCH METHODOLOGY

61
3. RESEARCH METHODOLOGY

Research design is a conceptual structure with the help of which research is conducted.
There is no unique method which can entirely eliminate the elements of undertaking both
research methodologies more than any other procedures can minimize the degree of
uncertainty. Thus it reduces the probability of making a wrong choice amongst the
alternative course of action. in this research descriptive research design is being used. a
descriptive research study is concerned with describing the characteristics of the particular
field of group. The study is done for specific purpose with the help of facts collected but
car should be taken the information should be free from bias and should be reliable. The
design includes the following steps:-

1-objective formulation

2-data collection

3- sample selection

4- sample size determination

5-analying the information

6-result

7-limitation

3.1 Data collection:-

It was collected through the survey questionnaire through internet

3.2 SECONDARY DATA:-

It was collected from internet, various books, newspapers and company literature.

62
3.3 SCOPE OF STUDY:

To know the pricing strategies of domino's and pizza hut and made a proper analysis
between them.

3.4 PROBLEMS DEFINITION:

The problem addressed in this study focuses on case study of comparative study of
Domino’s and Pizza Hut cars cars in lucknow city.

3.5 RESEARCH OBJECTIVE

1. To find out the pricing strategies of both the brands.

2. To find out the comparative analysis between Domino's pizza and Pizza Hut.
3. To check out the preference of the customers between these two brands of pizza.
4. Analyze and compare the performance between Domino's pizza and Pizza Hut

3.6 SAMPLE SIZE: - 100

63
 Chapter: 4

DATA ANALYSIS AND

INTERPRETATION

64
 Q1. What is your age group?

AGE

60 25-35
50
40
30 15-25
Above 35
20
10

0
15-25
25-35
Above 35

INTERPRETATION:-There are 15% customers who lie in the age group of 15-25 years,
60 % customers lie in the age group of 25- 35 years and rest 25% customers are above 35 years of
age.

QUESTION 2:-What is your gender?

Sales
Male Female

45%
55%

INTERPRETATION:-There are 55% of male customers and 45% of female customers.

65
QUESTION 3:-What is your income level?

Income

70
60
50
40
Income
30
20
10
0
Less than 5,000
5,000 -10,000
Above 10000

INTERPRETATION:-There are 10% customers whose income is less than Rs 5,000,

20% customers income lies between Rs 5,000 – 10,000 and there are 70% customers whose
income is above Rs10000.

QUESTION 4:-Do you have your own internet connection?

Internet Connection

20 %

Yes
No

80 %

INTERPRETATION:-There are 80% customers who are having their own internet
connection and there are 20% customers who are not having their own internet connection.

66
QUESTION 5:-How frequently you make home delivery of pizza’s?

Customers making home deliveries

45
40
35
30
25 Home Deliveries Made
20
15
10
5
0
Weekly Monthly Once in six months Never

INTERPRETATION:-There are 20% customers who buy weekly online, 40%

customers who buy monthly online, 35% customers who buy once in six months and 5%
customers never buy online.

QUESTION 6:-Which factors motivates you the most to buy pizza’s?

Factors that motivates customers to buy pizza's

45
40
35
30
25
20
15
10
5 Factors that motivates
0
customers to buy pizza's

INTERPRETATION:-There are 5% customers who get motivated due to easy payment,

67
15 % customers get motivated due to no hidden cost, 35% customers get motivated to buy online
due to wide range of products and 45% customers get motivated because there is no need to
travel.

QUESTION 7:- How do you make your payments?

Payment
5
0
4
0 Payment
3

INTERPRETATION:-There are 35% customers who make their payment through

Debit/Credit card, 45% customers make their payment through Cash on Delivery, 5% customers
make their payments through Google Wallets and 15% make their payments through other
options.

Question 8:-What is important to when buying pizza?

Importance

Taste
Cost of Pizza
Size of Pizza

68
INTERPRETATION:-In the above analysis, people give importance to following
aspects. Taste – 35%Cost of Pizza – 35%Size of Pizza – 30%

Question9:- How do you buy your pizzas?

60l
40

INTERPRETATION:-In the above analysis, 60% people buy pizza through company
outlets, 40% people get their pizza through home delivery.

Question 10:- What type of pizzas you prefer to buy?

0.5
0.45
0.4
0.35
0.3
0.25
0.2
0.15
0.1
0.05
0

INTERPRETATION:-There are 45% customers who buy Margarita 20% customers buy
Special Toppings 25% customers who buy Farmhouse Pizza and remaining 10% customers buy
Red chilies and onion.

69
 CHAPTER- 5

FINDINGS, CONCLUSION, LIMITATIONS,

SUGGESTIONS

70
5.1 Findings of Research

Effie’s Awards Bronze – More Than Pizza (The Marketing Communication

Effectiveness
Awards).

Pizza Hut is always evolving and aims to bring the best European flavors to
wherever it operates in over 150 dishes, appetizers, chef recommendations,
different crusts, toppings and pasta selections are available to customers from
its extensive á la carte or set menus.
Pizza Hut is the most established pizza restaurant in Hong Kong and Macau,
with a commitment to providing excellent food and services.

The pizza market in India is worth, above 1500 cores, and is growing at a CAGR
( consumer annual growth rate) of 26% for the last 5 years, with Domino’s alone
having over 55% market share in organized pizza market and 70% market share
in pizza home delivery segment.

Dominos invested approximately $1.4 billion in advertising over the last five
years –the vast majority of which was funded by franchisees. Online ordering
comprises nearly 30% of sales.
Dominos has international presence with stores in over 70 markets.
Dominos has 4,650 Franchised Stores in international market.
Dominos has 6 Company-Owned Supply Chain facilities.

71
5.2 CONCLUSIONS

The report comes to the following conclusion

 The customers of Domino’s are brand loyal with only a small percent want to shift over
to other brands. Trying of other brands by customers is mainly because the customer
wants to try something new.

 The performance of Domino’s is fair in comparison to Pizza Hut.

 The consumer of Domino’s and Pizza Hut is highly satisfied with after sales services.

 The competition of Domino’s is majorly with Pizza Hut.

 Due to high brand loyalty the customers of Domino’s recommend its product to
others.

 The customers are satisfied with the product range of Domino’s and Pizza Hut
product.

Keeping up the sentiments of Indian customers and services offered by pizza houses and
keeping our study focused on some of the key areas of the sensitivity of the customers
preferences (analysis of factors which affects the preferences).

We come to a conclusion that:-

72
We come to a conclusion that:-

Pizza Hut is preferred over dominos in terms of

1) Variety of pizzas
2) Good ambience
3) Services offered
4) Quality of pizza
5) Location of the outlet
6) Waiting time in the outlet

Dominos is being preferred over pizza- hut in terms of

1) Low pricing
2) Home Delivery

So we can say that due to these qualities pizza hut dominates domino’s pizza in different
areas and capture the market share and gain rapidly.

73
5.3 LIMITATIONS

Though, best efforts have been made to make the study fair, transparent and error free.
But there might be some inevitable and inherent limitations. Though outright measure are
undertaken to make the report most accurate.

The limitation of the survey are narrated below:

 The project is based on secondary data.

 It was not possible to cover each and every area due to time constrains.
 There may be some biased response form the respondents
 Some respondents did not provide the full data.
 Unwillingness on the part of the customers to disclose the information as per the
questionnaire.

74
5.4 SUGGESTIONS

 The brand loyalty for Domino’s more can be increased if the Quality and appearance
of the products are given due attention because Pizza Hut has captured a major share
of Automobile sector.
 The switch over of the Domino’s customers can be prevented if more of new products
are launched more frequently like Pizza Hut which launches new products with slight
variations from the previous.
 Quality wise very good but it still needs improvements.
 The most selling product should be given some discounts offer like diwali bumper sale
offer etc.

 Organizations must address these issues while developing their Work-Life Balance
policies.
 There is a need for more explicit, detailed and relevant regulations, guidance specific
to this industry. Identify the key need or reason for introducing Work-Life Balance
policies
 Examine current practices in the organization
 Hold joint discussions with employees to evolve policies, while also identifying
possible barriers
 Communicate policies through handbooks, newsletters, Intranet and other forms of
communication
 Begin with a few "quick win" policies
 Monitor implementation and put feedback systems into place

 job design – clarifying roles, reducing the danger of role ambiguity and conflict giving
people more autonomy within a defined structure to manage their responsibilities;
 targets and performance standards – setting reasonable and achievable targets which
may stretch people but do not place impossible burdens on them;
 placement – taking care to place people in jobs that are within their capabilities;
 career development – planning careers and promoting staff in accordance with their
capabilities, taking care not to over- or under-promote;

75
BIBLIOGRAPHY

BOOKS AUTHORS

 Marketing Management : Philip Kotler

 Marketing Research : D. D. Sharma
 Research Methodology : C. R. Kothari

1- Newspaper
Times of India

Economic Times

2- Magazines :
Business Today

Business world

3- Website :
www.Domino’s.com

www.marutisuzuki .com

www.google.com

76
ANNEXURE

Questionnaire
PERSONAL DETAILS

1) Name:
2) Age:
3) Gender:
4) Address:
5) Contact Number:
6) Phone/Internet is used for following purpose
a) Business b)Official c)Personal

QUESTION 1:-What is your income level?

1) Less than 5,000

2) Between 5,000- 10,000
3) Above 10,000

QUESTION 2:-Do you have your own internet connection?

1) Yes
2) No

QUESTION 3:-How frequently you make home delivery of pizza’s?

1) Weekly
2) Monthly
3) Once in six months
4) Never

77
QUESTION 4:-Which factors motivates you the most to buy pizza’s?

1) Easy payment
2) No hidden cost
3) Wide range of products
4) No need to travel

QUESTION 5:- How do you make your payments?

1) Credit/Debit Card
2) Cash on delivery
3) Google Wallets
4) Others

Question 6:-What is important to when buying pizza?

1) Taste of pizza
2) Cost of pizza
3) Size of pizza

Question 7:- How do you buy your pizzas?

1) Company outlets
2) Home delivery

Question 8:- What type of pizzas you prefer to buy?

1) Margerita
2) Special Toppings
3) Farmhouse
4) Red chilies and Onion

78