Comparative Analysis of Marketing Strategy of Dominos and Pizza Hut

3100 Words Feb 13th, 2013 13 Pages
TERM PAPER

MBM 301

TOPIC- COMPARATIVE ANALYSIS OF MARKETING STRATEGIES OF DOMINOS AND PIZZA HUT

SUBMITTED BY KAMINI GUPTA KHUSHBOO AGARWAL VARTIKA DESHMA
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The growth in nuclear families, particularly in urban India, exposure to global media and western cuisine and an increasing number of women joining the workforce have had an impact on eating out trends.
Major players in fast food are: * McDonalds’ * KFC * Pizza Hut * Dominos Pizza * Café coffee day * Barista * Subway
The main reason behind the success of the multinational chains is their expertise in product development, sourcing practices, quality standards, service levels and standardized operating procedures in their restaurants, a strength that they have developed over years of experience around the world. The home grown chains have in the past few years of competition with the MNCs learnt a few things but there is still a lot of scope for improvement.
*extract taken from a study of Indian retail food sector
REASONS FOR EMERGENCE
Gender roles:
Gender roles are now changing. Females have started working outside. So, they have no time for their home and cooking food. Fast food is an easy way out because these can be prepared easily.
Customer sophistication and confidence:
Consumers are becoming more sophisticated now. They do not want to prepare food and spend their time and energy in house hold works. They are building their confidence more on ‘ready to eat and easy to serve’ kind of foods.

Paucity of time:
People have no time for cooking.

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