rm final project

8/8/2019 RM Final Project

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2010

SECTION -A

PGDBM (09-11)

IV SEM

[RETAIL MANAGEMENT PROJECT

REPORT]

ABU BAKER –

091103

AVINASH SAHAY

-091112

DEBOLINA PANJA

-091115

GAURAV SOMANI -

091120S.AFROZE

-091142

SUMANA MITRA

-091153

YADAV PRIYANKA

-091160

RAHUL DALVI

-091134



PIZZA HUT

1. Debut in Bangalore in June 1996.

2. 1st to pioneer the pizza market in India.

3. Over 25% market share of the eating-out market in india.

4. Pizza Hut is one of the flagship brands of Yum! Brands, Inc., which also has Taco

Bell, KFC, Allen & Writh and Long John Silver's under its umbrella.

5. World's largest casual dining restaurant chain with over 13,000 restaurants across

97 countries and approximately 145 stores across 34 cities in India.

Retail Management

The primary focus of management of any retail organization includes the following

parameters :-

1. Customer Service

2. Location

3. Merchandise & Assortment

3. Pricing

5. Store Layout / Design

6. Communication Mix



I ) CUSTOMER SERVICE

Claims to be the Leader in for casual dining.

1. Pizza Hut's broad selection of products makes it easier for them to market to

different market segments, Which their competitors do not have.

2. Follows two strategies- C.H.A.M.P.S (Cleanliness, Hospitality, Accuracy,

Maintenance, Product quality and Speed) and 3F’s (Fun, Friendly and Familiar).

Have helped them to evolve out as a market leader with a competitive advantage.

3. A Person to welcome at the entrance adds more to it.

4. Provides four major services:-

• Dine – In

• Delivery

•

Take Away• B’day Bang

5. Time limits for all the four differs . B’day Bang is common for all the

stores/outlets Of Pizza Hut in Bangalore. Especially meant for kids not greater

than 14 years age group.

6. Its been very much easy going on both the sides when already familiar faces visits

the outlets ( Frequent/Regular customers ). The communication level is high and

easy.

7. Different handling of Veg and Non-Veg stuff, with proper sanitization.8. Feedback from the customer on regular basis. ( in the form of a Feedback Form ),

That comprises of various parameters like quality, timeliness of service,

promptness of service, ambience, cleanliness of the store , suggestions etc .

9. Employee participation in serving customers is boosted up by Targets, Incentives

and Staff of the Month Schemes.



10. For ease of Operation Three Managers (Shift Manager, Assistant Manager &

RGM) are being present at a time in the outlet with three different shifts running

for all the employees in the outlet.

11. “ Ring the Bell ” – while leaving for good time spend in the store.

Dominoz :-

Claims to be the leader for Delivery

“ Khushiyo ki Home Delivery”

1. Store time 11:00 am to 11:00 pm.

2. No knife and forks (Strategy)3. Token system on First come First serve Basis. Look out for the Token Number

when your order is ready .

4. HOST to attend to the customers

5. Self-service

6. Minimum order of one pizza required for delivery

7. A one big counter right infront when one enters the store

II ) LOCATION:

Location is an integral element of the retail strategy. Due care has been taken for the

location selection that offers the:-

1. Most attractive and the best site available

2. Ease for Market Identification

3. Convenience on approachability



4. Crowd composition, Religious Sentiments, life style , Eating habits and Income

level etc had been given Utmost importance by R&D team.

Ramaiaha Collage #3, New BEL Road

Devasandra, Bangalore

3988-3988/ 23519701

Franchicee :- Dot Cell Pvt. Ltd. , International Oil based company.

This particular location covers wide number of Colleges (STUDENTS), Households

(FAMILIES), Offices (CORPORATES), (BEL Road is a very Happening Area) and

surrounding places like Matikheri, Dollars Colony, Sadashiv Nagar, Sanjay Nagar ,CPRICompound, Yeshwanthpur etc.

The location provides Feasibility to offer “HOME DELIEVERY” fast and quick, and

most impotant of all ensuring the “HOT DOT PROMISE”.

Parking space is although limited.

Dominoz:-

Rmv II Stage, Mathikere

Bengaluru, Karnataka

080 23512731

New Bel Road, chickkmaranahalli.

Owned by Jubilant Foodworks(U.K Based)

Located in a Semi-Crowded area. Opposite to RIMS college.

Perfect location as it should be keeping in mind about every aspect of a retail outletshould be.



III ) MERCHANDISE ASSORTMENT:

PIZZA HUT :-

Keenly Observing the customer, his Life style and changes taking place in the

surroundings and Being Flexible enough to be Adaptable with such changing conditions

is what a Retailer should be Proactive with .

A Successful Retail Operation/strategy depends upon the retailer’s ability to Sell not only

what he want’s to but also selling what the customer wants and that too at the right place,

at the right time and at the right price.

1. Came up with innovative Pizzas, new flavors and recipes with different types of

crusts and sizes etc.

2. Menu offers varieties of :-

• Beverages

• Appetizers

• Soups and Salads

• Pizzas

• Take Aways

• Add-on and Deserts.

The dining table offers a stand of days new offers in menu, combo offers etc. The

menu card offers list of all the items along with the toppings and their ingredients

that would go in. It offers various dishes to cater children, adults, youth and entire

family circle.

3. Both chains are scrupulous about keeping "veg" from "non-veg" in their kitchens

and invite people in to see the separate prep areas. There are even pizza options for

India's 5.2 million Jains, followers of a religion that prohibits eating onions or

garlic. And stores in heavily Muslim areas don't offer pepperoni.



Dominoz:-



1. Mainly displayed on walls anfd flyers hanging from the walls.

2. Actual size images imprinted on them.

3. Do not offer much varieties other than pizzas

4. Provides only Coke at every outlet. That too American coke and not Indian coke.

5. Set combinations ,choice of crusts and other side orders are taken due care of.

IV ) PRICING:-

When compared with domino’s pizza hut charges high for a pizza as they claim that the

pizza offered by them is of superior quality.

The price list of the pizzas offered for both the chains is attached by a flyer.

The pricing of pizza depends on the Size.

In Dominoz –

The types of sizes are:

Regular 17.8cm Serves1

Mediums 25.4cm Serves2

Large 32.9cm Serves4

1. Prizes excluding taxes

2. Rs. 300 discount on orders above 700/-

3. 50% discount (same on lesser value) on ordering 2nd Double burst Pizza.



V ) STORE AND DESIGN LAYOUT :-

1. Larger dining area than Dominoz which consists of both table’s chairs and

comfortable sofa’s.2. Accommodate 55-70 people at a time. As compared to 20-25 in Dominoz.

3. Unlike domino’s it have a decent reception desk.

4. Conventional restaurants type B’day party arrangements for children is possible in

Pizza Hut but not in Dominoz.

5. Beautiful interiors will wall hangings and big size display of Food stuff used in

pizza.

6. Dark/ Reddish and Black theme unlike Blue and Light color in Dominoz.

7. Customers can have a look at the making of pizzas in Dominoz but not in PH.

As the kitchen is visible when one is near the billing/ordering desk.

8. Wi-Fi internet connection available at certain outlets of PH.

9. Both play Western Music in background

10.TVs (already present) on display available during Sports/festive season or some

big national/international events occur.

11. Theme decoration as per the festive season.

VI ) COMMUNICATION MIX:

It is believed that every brand contact delivers an impression that can strengthen or

weaken the customer’s view of the company. The retailer can use various platforms/

channels for communication. The most common tools are:

• Advertising

• Sales promotion

• Public relations

• Personal selling

• Direct marketing etc.



They use press advertisements, posters and leaflets, booklets (coupons).

Advertising can also be done through mediums like radio, televisions, outdoor

hoardings and the internet.

During home delivery the CSR (customer sales representative) makes a note of all

the essential details of the customer like name of the customer, address, and

contact number to create a data base to track first timers and repeat customers.

Any new offers for existing products are communicated by sending messages to

the customer by viewing the already created database.

“Pizza hut” communicates through flyers, door hangings, SMS and internet.

They provide innovative price reduction offers for students, executives and family.

They came up with an amazing booklet filled with coupon offer to encourage

family, corporate, students n friends dine in.

In Dominoz :-

CSR’s maintain the database such as the mobile number, full address etc.

New offers are intimated to the customers with the help of already existing database as

well.

Three in store promotion strategies implemented by the Dominos are:

1. Door Hangings.

2. Box Toppers.

3. Open Offers.

Box topper is a type of promotion where the flyer contains the offer, pasted on the

top of the pizza box and the ordered pizzas are kept inside these boxes and then

delivered. The main intention is that the customers before opening the box they go



through the offer so that it motivates them to utilize the offer in their next order

and also to make the next order within no time lag.

Advertising strategies :-

It has experimented with its brand by replacing "Pizza Hut" on take-out boxes with "The

Hut," and by pushing the quality of its product and natural ingredients and adding more

pasta options to the menu as meal-replacement solutions at home. The marketer has also

introduced an extensive series of social media and nontraditional media programs.

The Dominoz ads resulted in a cease-and-desist letter from Subway. Domino's eventually

removed the comparison ads but continued to take shots at Subway.

TV

Pizza Hut

Domino's

TV remains a firm battleground, accounting for about 92% and 94% of Pizza Hut's and

Domino's paid media, respectively, according to TNS Media Intelligence.

Domino's TV spots appeared to be more tactical and responsive in the market place, with

ads discussing the recession and the value it delivers.

Used Paresh Rawal and Arshad Varsi in Television ads.

Pizza Hut, by comparison, promoted more of its quality and menu range.

Social media

Pizza Hut

Domino's

http://www.youtube.com/watch?v=RCxJ4gVJPuU&feature=PlayList&p=A9D52FC64294C78F&playnext=1&playnext_from=PL&index=72





For its social-media strategy, Pizza Hut implemented a broad-ranging program across

Facebook, Twitter and YouTube.

To date, Pizza Hut's Facebook page has accumulated more than 1 million fans. It's used

the database of friends to send out promotional announcements and product news.

Domino's Pizza Tracker

The "Domino's Pizza Tracker" -- an application that can be added to your newsfeed and

essentially informs your friends on exactly what type of pizza you ordered and what stage

that the pizza is in the delivery process. It really integrates the brand masterfully into

Facebook's functionality.

Online advertising

Pizza Hut

Domino's

Both Domino's and Pizza Hut just about tripled their investment in online advertising in

2009 vs. the previous year. Domino's primarily promoted its delivery service with

immediate call to action. The company promoted across a broad range of sites includingAmazon, Ask, Yahoo!, MySpace, Facebook, College Humor, Yellow Pages and local

newspaper sites.



Pizza Hut did clever e-mail marketing execution that grabbed attention towards coupon e-

mail from Pizza Hut that incorporated a 20% off offer which was only available for ten

days. The e-mail included a clock counting down in real time to create a level of urgency.

Mobile

Pizza Hut

Domino's

Both Pizza Hut and Domino's claimed breakthroughs with the launch of their iPhone

applications.

Pizza Hut on Facebook

Pizza Hut also gives consumers a way to pass the time as they wait for their order with a

game called Pizza Hut Racer.

By visiting Dominos.com on the Safari browser, users are served an ordering system

designed specifically for iPhones or an iPod Touch. They can then create an order by

tapping "Express Ordering" or "Create Your Own Pizza." Other notable features of this

web app include its pizza tracker.

Summary

Pizza Hut

Domino's



Domino's did several things right. First, its recession-related tactical promotions in its TV

activity and its value-based offers showed good focus and resulted in a positive impact on

traffic and sales. Second, its online and search activity supporting those promotions led to

increased uptake with online delivery. While Pizza Hut scored a touchdown with its

smart media programs, particularly in the social media space, this is a category whose

sales remain largely driven by the core TV and promotional activity.

It's not all that surprising that pizza is big business in India. The product itself is similar

to India's native cuisine. Unlike Chinese and Japanese, Indians eat leavened bread (naan),

and a popular traditional version slathers it in butter and garlic - not unlike garlic bread,

the most often ordered side dish at both Domino's and Pizza Hut franchises in India.

It's estimated that 80% of Indians are vegetarians, so pizza suits that Indian cultural

aspect too.

PIZZA HUT began a push to double its outlets and Domino's (Charts) began adding in-

house seating.

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