MARKETING MANAGEMENT TERM PAPER
COMPARATIVE ANALYSIS OF
Ms. Kanika Jhamb
Fast food is one of the world¶s largest fast growing industry types. India¶s fast food industry is growing by 40%. The 6000 corer fast food retail industry is mainly dominated by the multinational players and the key players which are active in the research of the food retailing. Because of the availability of raw material for fast food, global chains are flooding into the country. The percentage share held by foodservice of total consumer expenditure on food has increased from a very low base to stand at 2.6% in 2001. Eating at home remains very much ingrained in Indian culture and changes in eating habits are very slow moving with barriers to eating out entrenched in certain sectors of Indian society. The growth in nuclear families, particularly in urban India, exposure to global media and western cuisine and an inc reasing number of women joining the workforce have had an impact on eating out trends. Major players in fast food are: y y y y y y y y y
McDonald¶s KFC Pizza hut Dominos pizza Café coffee day Barista Subway Papa John¶s Smokin joe¶s
Domino's and Pizza Hut, the two big US fast food chains entered India in 1996. Each claimed it had the original recipe as the Italians first wrote it and was trying desperately to create brand loyalty. Domino's and Pizza Hut - tried to grab as large a slice of the pizza pie as possible. While Pizza Hut relied on its USP of "dining experience", Domino's USP was a 30-minute delivery frame. To penetrate the market, both the players redefined their recipes to suit the Indian tastes. Domino's went a step ahead by differentiating regions and applying the taste-factor accordingly. Domino's also made ordering simpler through a single toll-free number throughout the country. Domino's and Pizza Hut expanded their market ever since they entered India. Pizza Hut is the world's largest casual dining restaurant chain with over 13,000 restaurants across 97 countries and 143 stores across 34 cities in India., including Delhi, Mumbai, Bangalore, Chennai, Kolkata, Hyderabad, Pune, and Chandigarh and Yum! is in the process of opening Pizza Hut restaurants at many more locations to service a larger customer base across the country. Today Domino's Pizza India has grown into a countrywide network of more than 300 stores with a team of over 9,000 people. According to the India Retail Report 2009, Domino¶s were the largest Pizza chain in India and the fastest growing multinational fast food chain between 2006-2007 and 2008-2009 in terms of number of stores.
(i) To find out the market strategies of both the brands. (ii) To find out the various forces and their results on the industry. (iii)To find out the comparative analysis between Pizza-hut and dominos-pizza. (iv) To check out the preferences of the people or the consumers. (v) To find out which factors are more preferred by the customers.
Market shares and major players
Indian taste buds are demanding more and pizza industry ± one of the most intensive industry is all gearing on. People across the country are consuming over three million pizzas a month currently, and the monthly sales figures are projected to double in the next four years. According to industry data, of the total branded quick service restaurant market make a sale of over Rs 1,200 Crore, the pizza chains contribute around 50 per cent of the sales i.e. worth Rs. 600 Crore. The major players of the Pizza industry are: Pizza Hut Domino¶s Smokin joe¶s Garcia¶s Papa john¶s Us pizza
Market share as on 1999 PIZZA CHAIN MARKET SHARE (%) Pizza Hut 46.42 Domino's 21.67 Others 31.91 Source: Financial Express Market share as on 2000 Pizza Chain 2000 Market Share (%) Pizza Hut 18 Domino's 70* Others 12 Source: Business Standard, As claimed by the company
Current Market Shares
Branded Pizza Market Share
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