Industry

By: Tripti S. Nitu S. Sushant S. Sumit S. Chintan S. Moumita S. Suvek K. Abhishek.T Avaneeh T. Kalpesh V Prasad V. Chintan V.

151 155 156 158 160 161 162 164 165 167 168 169

OBJECTIVE OF STUDY
To study the customer perception about the different fast food restaurant. To study which factor influence most. To study the perception about the different fast food items. To study the customer perception about the negative impact of fast food. To study the customer expectation.

Scope of Study The scope of project is entire fast food industry. The scope of project is spread over all the age group. The scope of the project is spread over all the income group. Limitation of study The limitation for the project is time constraints. The findings are limited to online survey. The findings are limited to the customer perception towards the fast food industry.

INTRODUCTION
The term "fast food" was recognized in a dictionary by MerriamWebster in 1951 Fast food (Quick Service Restaurant) is the term given to food that can be prepared and served very quickly. Typically the term refers to food sold in a restaurant or store with preheated or precooked ingredients The capital requirements involved in opening up a non-franchised fast food restaurant are relatively low as compared to franchised fast food restaurant .

INDIA - EMERGING MARKET FOR GLOBAL PLAYERS

Fast food is one of the worlds fastest growing food type Indias fast food industry is growing by 40% a year and is expected to generate a 30 billion dollars in sales by 2011 The multinational segment of Indian fast food industry is up to Rs. 60 billion, a figure expected to zoom to Rs.90 billion by 2013-14. By 2013-14, the value of Indian dairy products is expected to be Rs.1, 00,000 million. In last 6 years, foreign investment in this sector stood at Rs. 3600 million which is about one-fourth of total investment made in this sector. Because of the availability of raw material for fast food, Global chains are flooding into the country.

REASONS FOR THE EMERGENCE

Gender Roles Customer Confidence Paucity of Time Double Income Group Sophistication and Working Women Large population Relaxation regulations Menu diversification in rules and

MAJOR FORCES SHAPING THE TRAJECTORY OF THE INDUSTRY

TRENDS IN THE INDIAN MARKET

Marketing to children's Low level customer commitment Value added technology services Attracting different segments of the market.

Data Analysis

PERCEPTUAL MAPPING

PIZZA HUT-FACT FILE

Pizza Hut was founded in 1958 The Carneys and Bender opened the first "Pizza Hut" restaurant They chose the name "Pizza Hut" since the sign they purchased only

had enough space for nine characters and spaces.

Pizza Hut has been known for its ambiance as much as pizza Pizza Hut was acquired by PepsiCo.

MISSION STATEMENT
To be the best pizza for every pizza occasion Alone we are delicious, Together we

are

YUM!

We are P.E.A.R.L.  PASSION for excellence in Doing everything  EXECUTE with positive energy and need  ACCOUNTABLE for growth in customer satisfaction  RECOGNIZE the achievement of others and have fun doing it  LISTEN and more importantly, respond to the voice of the customer.

Fun Facts in Pizza Hut History

Pizza hut are the world's largest user of cheese, Over the course of a summer it is estimated that Pizza hut uses a 100 million pounds of cheese. Pizza Hut uses more than 300 million pounds of cheese annually. Pizza Hut purchases more than 3 percent of all cheese production in the United States , which requires a herd of about 170,000 dairy cows to produce it. They also use 700.000.000 pounds of pepperoni and 525.000.000 pound of tomatoes in one year. Gorbachev (the former president of the USSR) also played in a Pizza Hut commercial. In 2001 Pizza Hut sponsored a pizza delivery to the international space station. The oldest Pizza Hut that is still functional is in Wichita, Kansas.

MARKETING MIX(7 PS)

PRODUCT:
o Worldwide and in India, Pizza Hut has come to become synonymous with the best pizzas under one roof o Pizza Hut providing uncompromising product quality. o Pizza Hut has clearly established itself as a brand with an Indian heart. o It was the first pizza chain to open a 100% vegetarian restaurant in India o products like Chicken Tikka, Spicy Korma, Spicy Paneer and the Masala and Tandoori pizzas have been a tremendous success.

 Different styles of pizza along with side dishes including pasta, buffalo wings, breadsticks, and garlic bread. Sauteed Pastas Beverages Appetizers Soups & Salads Deserts Drinks (Pepsi, Mirinda, 7UP)

MORE PROFITABLE SBU IS PIZZA

PRICE Pizza hut follows premium pricing policy. Pizza price range: Min Rs.115 - Max- Rs.530 Mocktails : Minimum price range Rs.69 By creating a pizza of your own a customer can save up to 32%

PROMOTION o Pizza Hut's main promotion slogan was "Gather 'round the good stuff", and was "Now You're Eating. o Pizza Hut sponsored the 1989 film Back to the Future Part II Hot on the dot or free (If you do not get your pizza hot when it is being delivered they give it for free.) -Home Delivery -e-coupons (only for members) -Hut locators(for VIP members) -celebration gift card -kids birthday party, kitty parties and corporate lunches -reward card: spend Rs. 500 or more and get a reward card. Earn 3% rewards on all spends. Chefs table

PLACE

Pizza Hut is a subsidiary of Yum! Brands, Inc. (the world's largest restaurant company[1]) with approximately 34,000 restaurants, delivery/carry-out locations, and kiosks in 100 countries. o In India, Pizza Hut has 140 restaurants across 34 cities. o It includes Delhi, Mumbai, Bangalore, Chennai, Kolkata, Hyderabad, Pune, and Chandigarh amongst others.

WORLDWIDE LOCATIONS

PROCESS Refers to the systems used to assist the organization in delivering the service. Menu card Placing the order Recommendation by the Employee Pizza served in 8min Pizza was served in a good set of cutlery

PEOPLE
An essential ingredient to any service provision is the use of appropriate staff and people. Recruiting the right staff and training them appropriately in the delivery of their service is essential if the organization wants to obtain a form of competitive advantage. In Pizza Hut, the employees were well dressed with good communication skills. Good interpersonal skills and service knowledge. Assisted us in placing the order by providing their recommendations on the same.

PHYSICAL EVIDENCE
Physical Evidence is the element of the service mix which allows the consumer again to make judgments on the organization. Pizza Hut

Good seating Well arrangement furnished interiors

Well Good lighting maintained arrangement crockery's

SWOT ANALYSIS OF PIZZA HUT

DOMINOS-FACT FILE
Dominos Pizza, is a renowned and popular choice amongst people for relishing their favorite fast food. It was started in the year 1960. It was the second largest pizza chain in the United States

VISION: Exceptional people on a mission , to be the best pizza delivery company in the world

MARKETING MIX(7 PS)

PRODUCT
o The current Domino's menu features a variety of Italian-American entrees and sides o Domino's menu consisted solely of one pizza in two sizes (12-inch and 16-inch), 11 toppings, and Coke as the only soft drink option. o The products are chicken side dishes, breadsticks and salads, as well as beverages and desserts.

Pasta Double Burst Pasta Italiano Choco Lava Cake Coke Pizza Mania Our Brand Positioning of Khushiyon ki Home Delivery (Happiness Home delivered) is the emotional benefit we offer to our consumers. All our efforts, whether it is a new innovative and delicious product, offering consumers value for money deals, great service, country wide presence or delivery in 30 minutes or free are all oriented towards delivering happiness to the homes of our consumers.

 Choice of Toppings:  Vegetarian (Black Olives, Onions, Crisp Capsicum, Paneer, Mushroom, Golden Corn, Pineapple, Fresh Tomato, Jalapeno & Red Pepper)  Non-vegetarian (Barbeque Chicken, Hot n Spicy Chicken, Ham & Keema)  Extra Cheese      Side Orders: Pasta Italiano White Pasta Italiano Red Mexican Wrap Garlic Breadsticks Chicken wings

 PRICE:
Veg Pizza- Min Rs.70 Max Rs. 410 Non Veg Pizza Min Rs.100 Max Rs.465 On the purchase of any Medium/ Large Pizza a discount is offered of Rs.100 On the purchase of Medium/Large Pizza with Pasta Italiano/Mexican Wrap coke is offered for free.

PROMOTION
-Domino's offers free ChocoLava Cake Min. Bill Rs.350. -online ordering -WOW Club to enjoy discounts -Dominos uppercrust club Consumers can order their pizzas by calling the single Happiness Hotline number 1800-111-123 (in most cities of Domino's Pizzas Presence) and 44448888 (in NCR, Mumbai and Bangalore)

PLACE
Dominos has grown into a global network of over 8,500 pizza stores in more than 60 countries, involving over 2,000 franchises. Dominos pizza India has a network of 274 stores, in 55 cities, in 20 states and union territories (as on 31st august 2009). According to the India retail report 2009,dominos are 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.

PHYSICAL EVIDENCE
Logo Ample parking space. Good infrastructure. Use of modern technology equipments. Clean and friendly services.

PEOPLE

Recruiting young, enthusiastic and dedicated employees. Appropriately trained for delivering the service. Personality development and grooming sessions. Provide them with various facilities such as medical help, consultation, traveling facilities, perks and bonuses Team members are recognized and rewarded based on ability and merit for their contributions

PROCESS The way in which orders are handled, customers are satisfied and the service is delivered Provide home delivery facility Self service system. Hungry hotline facility. Keep in mind the health and hygiene.

 Dominos Pizza India also boasts about its commitment to serve its customers on time by implementing the 30 MINUTES OR FREE service commitment. Domino's constantly strives to develop products that suit the tastes of its customers, Domino's believes strongly in the strategy of 'Think local and act regional'.

SWOT ANALYSIS OF DOMINOS

Recommendation
Fast Food Restaurant should focus more on food quality. They should have good mix of western & Indian fast food to attract more customer. As younger generation is the frequent visitor so they need to focus more on process & physical evidence along with food quality. KFC need to work on their pricing strategy.

Thank You !