service marketing ppt - final

8/6/2019 Service Marketing PPT - FINAL

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SERVICES MARKETING


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Primary Research Objective (PRO)

Comparative survey of customer expectations,

services offered and customer satisfaction

across Dominos, Pizza Hut, Papa Johns,

Smokin Joes and US Pizza.


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Secondary Research Objectives (SROs)

To determine the frequency of visits of customers to their

favorite pizza joint.

To determine the number one reason for customers eating at

their favorite pizza joint. To determine the number one reason for selecting a pizza

joint.

To compare the customer preferences on the basis of the

given parameters - quality of food, ambience, value for

money, offer packages and experience amongst the five pizza

joints.

To determine the most preferred pizza joint for home delivery.


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SAMPLE BIFURCATION

8

12

Students Executives


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SAMPLE BIFURCATION

4

16

Veggies

Non-veggies


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Research Methodology

Data collection method: Collection of primary

data through field research.

Ranking Scales used for comparing customerpreferences.

Multiple choice questions.


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1. How often do you visit your favourite pizza joint?

1 to 3 times a week

Once in 2 weeks

Once a month OBJECTIVE: To find out the frequency at which people visit their preferred pizza

joints.

There is a discernible difference in the consumption patterns between executives and students

except for those who eat out only once a month

Most people visit pizza joints only once a month or less

Executives are far more prone to eating out at pizza joints 1 to 3 times a week than students.

0

3

5

Students

1 to 3 times

1 in 2 weeks

1 in a month

1

2

9

Executives

1 to 3 times

1 in 2 weeks

1 in a month

1

4

11

Visit Freq

1 to 3 times

1 in 2 weeks

1 in a month


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2. Which among the following is the number one reason for your eating out at

your preferred joint?

To have a quick snack

To have a meal

To hang out with friends/colleagues

Special occasions

To eat out with family

OBJECTIVE: To find out what is the core reason why people visit the pizza joints

Pizza joints are seen more as a place to hang out.

Executives prefer going to pizza joints to have a quick meal.

2

3

4

Students

To have a

quick snack

To have a

meal

To hang out

with

Special

Occasion

To eat out

with family

Executives

To have a quick

snack

To have a meal

To hang out

with

Special

Occasion

To eat out with

family

5

8

22

Reason

To have a quick

snack

To have a meal

To hang out

with

Special

Occasion

To eat out with

family


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3. What according to you is the number one reason for choosing a pizza

joint?

Quality of food

Ambience

Value for Money

Experience

Offer Packages

OBJECTIVE: To find out what is the most important reason why people visit a

particular pizza joint

Quality of food is the most important parameter for a person to chose a pizza joint

Students realise a greater value for money

Value of experience better understood by executives

5

2

1

0 2

Students

Quality of food

Ambience

Value for

Money

Experience

Offer Packages

1

14

1

Executives

Quality of food

Ambience

Value for

Money

Experience

Offer Packages

8

2

4

No 1 Reason

Quality of food

Ambience

Value for Money

Experience

Offer Packages


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4. Please rank the below pizza joints based on the given parameters (minimum three

ranks) Quality of food

Ambience

Value for Money Experience

Offer Packages

OBJECTIVE: To determine comparative ranking for each pizza joint under

each parameter

0

200

400

600

800

1000

1200

1400

1600

1800

Quality

0

200

400

600

00

1000

1200

1400

1600

1 00

2000

Ambience

0

200

400

600

00

1000

1200

1400

1600

VFM


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4. Please rank the below pizza joints based on the given parameters (minimum three

ranks) CONTD

Pizza Hut emerges as a clear winner when it comes to Quality Of food, ambience and

experience but loses out on the offer packages

Pizza Hut and Dominos show equal competence. With regards to value for money

Dominos is perceived as the best pizza joint for Offer

packages

US Pizza has lost out on all the parameters amongst the pizza

oints

0

200

00

600

800

1000

1200

1

00

1600

Pizza Hut Dominos Papa Johns Smokin'

Joe's

US Pizza

Offer Packages

0

200

00

600

800

1000

1200

1

00

1600

1800

Pizza Hut Dominos Papa Johns Smokin'

Joe's

US Pizza

Experience


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5. Which of the following outlets do you prefer for home delivery?

Pizza Hut

Dominos

Papa Johns

Smokin Joes

US Pizza

OBJECTIVE: To find out

which pizza joint is

most preferred by

people for home

delivery

Maximum number of people prefer Dominos for delivery as compared to any other pizza joint

(which also happens to be their core-competence)

If not Dominos then people would prefer going for Pizza Hut over other pizza joints.

5

2

1

02

Student

Pizza Hut

Dominos

Papa Johns

Smokin'

Joe's

3

114

2

Executives

Pizza Hut

Dominos

Papa Johns

Smokin' Joe's

US Pizza

8

3

2

4

4

Delivery Outlet

Pizza Hut

Dominos

Papa Johns

Smokin' Joe's

US Pizza


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6. Would you choose a different outlet for delivery and eating out?

Yes

No

Maybe

OBJECTIVE: To find out brand

loyalty of pizza joints based on

two different business models

Students are far more brand loyal than executives

1

4

5

Student

Yes

No

Maybe

6

4

10

Delivery Outlet

Yes

No

Maybe

5

0

5

Executive

Yes

No

Maybe


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7. Rank the following pizza joints in the order of your overall preference (minimum

three rankings) (Ranking scale: 1 to 5 (1 Most Preferred, 5 Least Preferred)

Pizza Hut

Dominos Papa Johns

Smokin Joes

US Pizza

OBJECTIVE: To find out

which is the most

preferred pizza joint

amongst the five on the

basis of all parameters.

Pizza Hut emerges as a clear winner amongst all pizza joints when

it comes to overall preference.

Dominos appears to be the 2nd winner and there seems to be aclear difference in the scores of these joints.

0

50

100

150

200

PJ Dom PJ SJ USP

Preference Scores


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8. Given a choice, would you eat out at other pizza joints apart from your

preferred joint?

Yes

No Maybe

OBJECTIVE: to find out the loyalty towards a particular brand

Maximum number of people do not seem to be very loyal towards

their most preferred pizza joints.

Each pizza joint lacks in some or the other parameters to be able tocreate loyalty.

4

3

3

Student

Yes

No

Maybe

5

1

4

Executives

Yes

No

Maybe

9

4

7

Other Pizza Joints

Yes

No

Maybe


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9. What according to you would be the number one reason to change your

preferred outlet (Tick the most appropriate option)

Quality of food

Ambience

Value for Money

Experience

Offer Package

OBJECTIVE: To find

out the main

reasons why a

customer would like

to change his/her

most preferred

pizza joint

Most of the people would want to go to a different pizza joint for quality

of food.

People give a lot of importance to value for money as well besides

quality of food.

2

23

1

1

Student

Quality of food

Ambience

Value for Money

Experience

Offer Packages

1

3

2

2

1

ExecutivesQuality of food

Ambience

Value for

Money

Experience

3

5

5

3

2

No 1 Reason

Quality offood

Ambience

Value for

Money

Experience

Offer Packages


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LIMITATIONS

Sample size insufficient for concrete analysis

Problems in extracting personal information

The ranking question (Q4) confused some of the

respondents

No permission to conduct survey in restaurant

premises

Some respondents had not been to some of the pizzajoints (US Pizza, Papa Johns mostly)


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RECOMMENDATIONS/CONCLUSIONS

US Pizza should specifically look at tier 3 citiessince tier 2 are already captured by theircompetitors.

Delivery services at joints other than Dominosshould be improved.

Dominos should invest in ambience of theirstores or eliminate in-house dining systems as itaffects the quality of food


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RECOMMENDATIONS/CONCLUSIONS

Dominos should provide ketchup along with theirdeliveries.

US Pizza needs to improve upon their quality, also theirlocations

Pizza Hut though leading the charts in a majority of oursurvey findings can improve on the portions of the foodthat is being offered to its customers.

Papa Johns is slightly disliked amongst the othersbecause of its high price.


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THANK YOU

service marketing ppt - final

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