Description
KALPESH
A RESEARCH PROPOSAL ON
DOMINO’S PIZZA
SUBMITED BY:
KALPESH PATEL MAYUR CHAUHAN EKTA DHALANI SHIVANGI DAVE PRATIK ADIYAL JITENDRA CHIHLA
Class : MBA Sem-1 ( Section-C)
GUIDED BY:
MRS. BILVA DESAI
L.J. INSTITUTE OF MANAGEMENT AND STUDIES
1
TABLE OF CONTENTS
SR. NO. CONTENTS 1. 2. 4. 5. 6. 7. 8. 9. 10. 11. 12. Executive summary Introduction Research design Scope of The Study Problem Statement Literature review Sample Questionnaire Results Limitation of study Bibliography
PAGE NO. 3 4 5 6 7 8 9 11 14 20 20
2
EXECUTIVE SUMMARY
The research report includes our research about Domino’s Pizza to analyze the most important element for its profitability. In this research we conducted a customer analysis in which we asked to customers their preferences for going to any fast food restaurant. We also asked them about their experiences in Domino’s Pizza, every time they visit there. This helped us making a broad perception about the future sales and profitability of Domino’s Pizza and what Domino’s Pizza needs to do to maintain its image and retain the customers.
3
INTRODUCTION
Just a decade ago, it might have been hard to imagine that the takeout food of choice for millions of Indians would be a baked good of Italian o rigin . But sin ce then , calling fo r a Pizza has b eco me qu ite th e urban ritual, though it’s possible that many of the pies that are rushed homes wouldn’t be recognized in the country of origin.
Like most consumer brand successes, pizza has been customized for th e Indian mark et, f ro m its top ping s to its d eliv ery mo d els. And in this fast-growing category, its bunch of home grown brands that have turned into stars, leading the way for MNCs to pick up the crumbs from the table. Around 70% of India’s population of more than one billion belongs to the young generation who are more inclined to fast food. The fast food industry is known as a strong rational for its expansion in the market.
4
RESEEARCH DESIGN
He controlling plan for a marketing research study in which the methodsand procedures for collecting and analyzing the infom ation is to becollected is known as Research Design or a framework or pl an for astudy that guides the collection and analysis of the data.
RESEARCH OBJECTIVE
? The main objective of the research company is to decide the objective for the company. It means how customers relate themselves with brand dominos???
1. Brand image in the market. 2. Try to fulfill customer’s and company’s perception. 3. To find out customers’ tastes and preferences. 4. To decide reasonable price of the product. 5. Size, quantity and quality are also need to be considered.
5
SCOPE OF STUDY ? See the current dominos menu for our range rough made pizza. ? Take away offers and amazing home delivery. ? Put our product at garlic pizza and chicken kickers. ? We offer wide range of trade value meal deal with pasta.
IMPORTANTS:
By doing this research, the company will have an endorsements and subsequently will boost selling and marketing. Through such research, the company will be able to increase the resulting levels of product satisfaction as well as customer’s satisfaction. The research has the potential to connect with customers and measure the long turn effect on customer satisfaction.
6
PROBLEM STATEMENT
DOMINO’S is one of the well-known Company while we are taking above pizza. The company has always taken in to consideration about customer satisfaction.
In the present scenario, there is a cut-throat competition in the market and people are now more becoming health conscious. The company itself is facing competition. The company wants to know the satisfaction level and its position in the market.
Management desires information on the company’s effectiveness and its impact on customer’s satisfaction. To determine what should be done to improve its products and services.
7
LITERATURE REVIEW
The Company is the market leader in the organized pizza market with a 54% market share (Euromonitor Report 2010) and 70% share in the pizza home delivery segment in India, The Company has strengthened its portfolio by entering into an agreement with Dunkin' Donuts Franchising LLC, for developing the Dunkin' Donuts brand and operating restaurants in India.
Over the period since 1996, Domino’s Pizza India has remained focused on delivering great tasting Pizzas and sides, superior quality, exceptional customer service and value for money offerings. We have endeavored to establish a reputation for being a home delivery specialist capable of delivering pizzas within 30 minutes or else FREE to a community of loyal consumers from all our stores around the country. Domino’s constantly strives to develop products that suit the tastes of our consumers and hence delighting them. Domino’s believes strongly in the strategy of ’Think global and act local’. Thus, time and again we have been innovating with delicious new products such as crusts, toppings and flavours suitable to the taste buds of Indian Consumers. Further providing value for money and affordable products to our consumers has been an important part of our efforts. Our initiatives such as Fun Meal and Pizza Mania have been extremely popular with consumers looking for an affordable and value for money meal option.
8
Domino’s believes that when a box of pizza is opened, family and friends come together to share the pizza. Hence, our brand positioning:‘Yeh Hai Rishton Ka Time’
SAMPLE
? DATA ANALYSIS
? Secondary data: There are numerous sours of secondary data. Each year quantity of secondary sources material expands of a tremendous rate. Secondary data is ready to use and it is cheaper to use.
The data is collected randomly, irrespective of the category of the people in the form of questionnaire and the sample size is 150-200 respondents. Because it is a pilot study and due to time constraint the sample size is small. The questionnaire will be filled through personal interview.
? Primary data:
Primary data collection:
9
As for preparing this project report we have used primary data. We do think that it is an important point to be mentioned in project. In this method, a well-informed questionnaire was prepared. Survey was done in Ahmadabad by sampling of 150 people. As it is not possible to meet the whole population, we had taken 150 samples of respondents.
SAMPLE SIZE Sampling Frame NO. AREA SAMPLE SIZE 1. 2. 3. 4. 5. Prahaladnagar Satellite Iscone Maninagar University road 20 30 30 30 40
10
QUESTIONNAIRE
DOMINO’S PIZZA
This survey is conducted by the students from LJIMS and the information provided by the person will be private. 1. What is your favorite place for Pizza? ? Pizza Hut ? Domino’s ? U S Pizza ? Pizza Express
2. How often do you order Pizza? ? Once a week ? per 15 days ? per month ? 2 or 3 months
3. What are the preferring days for ordering the Pizza? ? Week days ? Special occasions ? Weekends
4. How is it ordered? ? Personal visit ? Take away ? Telephone (home delivery)
5. What is generally the time for placing the order? ? Lunch time ? Dinner time ? Evening ? Any time
6. How much is your bill amount? ? < 150 ? 150 – 350 ? 350 – 500 ? >500
7. What is your favorite Italian cuisine?
11
? Pizza
? Pasta
8. Do you stick toward a particular brand or you often like to go for a new brand? ? Yes ? No
9. Please indicate whether you have ordered Pizza from… ? Pizza Hut ? Domino’s ? U S Pizza ? Pizza Express
10. How often do you visit Domino’s? ? Never ? Regularly ? Often ? Occasionally
11.With whom generally do you like to visit Domino’s? ? With Friends ? With Relatives ? With Parents ? With Partner
12.Do you like to celebrate certain occasions at Domino’s? ? Yes ? No
13.Would you prefer to experiment any traditional flavors in Pizza? ? Yes ? No
14.Which of the following factors encourage you to visit Domino’s? ? Prompt Delivery ? Affordable Price ? Quality Satisfaction ? Staff Services
15.How would you rate following brands?
12
? Pizza Hut __
? Domino’s __
? Pizza Express __
? U S Pizza __
16.How would you rate following facilities at Domino’s?
Services
Highly
Dissatisfi Neither dissatisfi ed nor satisfied
Satisfi ed
Highly Satisfie d
Dissatisfi ed ed
1. 2. 3. 4. 5.
Staff services Ambience Quality of food Price Delivery service
17. Provide a comparison of the brands for each of the following dimension. Styling Pizza Hut Domino’s Pizza Express U S Pizza Comfort Quality Brand Image
18. I like Domino’s because______________________________
19. Any suggestion: ____________________________________
13
THANK YOU
Result ::
Question: 1
pizza express,2 6% u s pizz , 7 20%
Favorite place for pizza
pizza hut, 11 31% pizza hut, 11 domino's , 15 u s pizz , 7 pizza express,2
domino's , 15 43%
Question: 2
Duration of ordering pizza
2 or 3 months,24 15% once a week,24 16% once a week,24 per 15 days,36 per month,72 46% per 15 days,36 23% per month,72 2 or 3 months,24
Question : 3
14
Preferring days for ordering the pizza
Week Days,36 24% Weekends,60 40% Special occasions,54 36% Week Days,36 Special occasions,54 Weekends,60
Question : 4
How to order
Home delivery,42 23% Personal visit,132 Take away,6 4% Personal visit,132 73% Take away,6 Home delivery,42
Question :5
Lunch time,6 4%
Time for placing the order
Dinner time,36 Any time,54 23% 35% Evening,60 38%
Lunch time,6 Dinner time,36 Evening,60 Any time,54
Question : 6
15
Bill amount
>500,24 15% 150350,42 27%
<150,12 8%
<150,12 150-350,42 350-500,78 >500,24
350-500,78 50%
Question : 7
Favourite Italian cuisine
Pasta,42 24% Pizza,132 76%
Pizza,132 Pasta,42
Question : 8 Do you stick toward a particular brand or you often like to go for a new brand ?
16
No,60 42% Yes,84 58%
Yes,84 No,60
Question : 9
Pizza Express,6 3% U S Pizza,48 27%
Odered pizza from
Pizza Hut,36 20% Pizza Hut,36 Domino's,90 U S Pizza,48 Domino's,90 50% Pizza Express,6
Question : 10
Never,6 4%
Domino's visit
Regularly,30 21% Never,6 Regularly,30 Often,66 46% Often,66 Occasionally,42
Occasionally,42 29%
Question : 11
17
With whom do you like visit Domino's
With Partner,48 21% With Friends,126 With Relatives,24 With Parents,24 11% With Relatives,24 11% With Friends,126 57% With Parents,24 With Partner,48
Question : 12 Do you like to celebrate certain occasions at Domino’s?
Yes,17 Yes,17, 71% No,7
Question ::13
Would you prefer to experiment any traditional flavors in Pizza?
18
Yes,15 20% Yes,15 No,60 No,60 80%
Question :: 14
Which of the following factors encourage you to visit Domino’s?
Prompt Delivery ,5 3%
Staff Services,64 35% Quality Satisfaction,108 59% Affordable Price ,5 3%
Prompt Delivery ,5 Quality Satisfaction,108 Affordable Price ,5 Staff Services,64
19
LIMMITATIONS ? Something becomes overload on its tests. ? More questionnaires made low feedback. ? It may affects on selling of pizza.
BIBLIOGRAPHY
? http://www.wikipedia.org/wiki/fastfood_in_india ? http://www.scribd.com/doc/25310916/project-on-customersatisfaction-towards-various pizza brands.6.Indian Management Studies Journal, April 2011, Volume 15. ? Cooper Donald R.& Schindler Pamela S, Business research methods, Tata McGrawHill, 9 th Edition. ? Malhotra Naresh K., Marketing Research, Eastern Economy Edition, 4 th Edition.
20
doc_516569145.docx
KALPESH
A RESEARCH PROPOSAL ON
DOMINO’S PIZZA
SUBMITED BY:
KALPESH PATEL MAYUR CHAUHAN EKTA DHALANI SHIVANGI DAVE PRATIK ADIYAL JITENDRA CHIHLA
Class : MBA Sem-1 ( Section-C)
GUIDED BY:
MRS. BILVA DESAI
L.J. INSTITUTE OF MANAGEMENT AND STUDIES
1
TABLE OF CONTENTS
SR. NO. CONTENTS 1. 2. 4. 5. 6. 7. 8. 9. 10. 11. 12. Executive summary Introduction Research design Scope of The Study Problem Statement Literature review Sample Questionnaire Results Limitation of study Bibliography
PAGE NO. 3 4 5 6 7 8 9 11 14 20 20
2
EXECUTIVE SUMMARY
The research report includes our research about Domino’s Pizza to analyze the most important element for its profitability. In this research we conducted a customer analysis in which we asked to customers their preferences for going to any fast food restaurant. We also asked them about their experiences in Domino’s Pizza, every time they visit there. This helped us making a broad perception about the future sales and profitability of Domino’s Pizza and what Domino’s Pizza needs to do to maintain its image and retain the customers.
3
INTRODUCTION
Just a decade ago, it might have been hard to imagine that the takeout food of choice for millions of Indians would be a baked good of Italian o rigin . But sin ce then , calling fo r a Pizza has b eco me qu ite th e urban ritual, though it’s possible that many of the pies that are rushed homes wouldn’t be recognized in the country of origin.
Like most consumer brand successes, pizza has been customized for th e Indian mark et, f ro m its top ping s to its d eliv ery mo d els. And in this fast-growing category, its bunch of home grown brands that have turned into stars, leading the way for MNCs to pick up the crumbs from the table. Around 70% of India’s population of more than one billion belongs to the young generation who are more inclined to fast food. The fast food industry is known as a strong rational for its expansion in the market.
4
RESEEARCH DESIGN
He controlling plan for a marketing research study in which the methodsand procedures for collecting and analyzing the infom ation is to becollected is known as Research Design or a framework or pl an for astudy that guides the collection and analysis of the data.
RESEARCH OBJECTIVE
? The main objective of the research company is to decide the objective for the company. It means how customers relate themselves with brand dominos???
1. Brand image in the market. 2. Try to fulfill customer’s and company’s perception. 3. To find out customers’ tastes and preferences. 4. To decide reasonable price of the product. 5. Size, quantity and quality are also need to be considered.
5
SCOPE OF STUDY ? See the current dominos menu for our range rough made pizza. ? Take away offers and amazing home delivery. ? Put our product at garlic pizza and chicken kickers. ? We offer wide range of trade value meal deal with pasta.
IMPORTANTS:
By doing this research, the company will have an endorsements and subsequently will boost selling and marketing. Through such research, the company will be able to increase the resulting levels of product satisfaction as well as customer’s satisfaction. The research has the potential to connect with customers and measure the long turn effect on customer satisfaction.
6
PROBLEM STATEMENT
DOMINO’S is one of the well-known Company while we are taking above pizza. The company has always taken in to consideration about customer satisfaction.
In the present scenario, there is a cut-throat competition in the market and people are now more becoming health conscious. The company itself is facing competition. The company wants to know the satisfaction level and its position in the market.
Management desires information on the company’s effectiveness and its impact on customer’s satisfaction. To determine what should be done to improve its products and services.
7
LITERATURE REVIEW
The Company is the market leader in the organized pizza market with a 54% market share (Euromonitor Report 2010) and 70% share in the pizza home delivery segment in India, The Company has strengthened its portfolio by entering into an agreement with Dunkin' Donuts Franchising LLC, for developing the Dunkin' Donuts brand and operating restaurants in India.
Over the period since 1996, Domino’s Pizza India has remained focused on delivering great tasting Pizzas and sides, superior quality, exceptional customer service and value for money offerings. We have endeavored to establish a reputation for being a home delivery specialist capable of delivering pizzas within 30 minutes or else FREE to a community of loyal consumers from all our stores around the country. Domino’s constantly strives to develop products that suit the tastes of our consumers and hence delighting them. Domino’s believes strongly in the strategy of ’Think global and act local’. Thus, time and again we have been innovating with delicious new products such as crusts, toppings and flavours suitable to the taste buds of Indian Consumers. Further providing value for money and affordable products to our consumers has been an important part of our efforts. Our initiatives such as Fun Meal and Pizza Mania have been extremely popular with consumers looking for an affordable and value for money meal option.
8
Domino’s believes that when a box of pizza is opened, family and friends come together to share the pizza. Hence, our brand positioning:‘Yeh Hai Rishton Ka Time’
SAMPLE
? DATA ANALYSIS
? Secondary data: There are numerous sours of secondary data. Each year quantity of secondary sources material expands of a tremendous rate. Secondary data is ready to use and it is cheaper to use.
The data is collected randomly, irrespective of the category of the people in the form of questionnaire and the sample size is 150-200 respondents. Because it is a pilot study and due to time constraint the sample size is small. The questionnaire will be filled through personal interview.
? Primary data:
Primary data collection:
9
As for preparing this project report we have used primary data. We do think that it is an important point to be mentioned in project. In this method, a well-informed questionnaire was prepared. Survey was done in Ahmadabad by sampling of 150 people. As it is not possible to meet the whole population, we had taken 150 samples of respondents.
SAMPLE SIZE Sampling Frame NO. AREA SAMPLE SIZE 1. 2. 3. 4. 5. Prahaladnagar Satellite Iscone Maninagar University road 20 30 30 30 40
10
QUESTIONNAIRE
DOMINO’S PIZZA
This survey is conducted by the students from LJIMS and the information provided by the person will be private. 1. What is your favorite place for Pizza? ? Pizza Hut ? Domino’s ? U S Pizza ? Pizza Express
2. How often do you order Pizza? ? Once a week ? per 15 days ? per month ? 2 or 3 months
3. What are the preferring days for ordering the Pizza? ? Week days ? Special occasions ? Weekends
4. How is it ordered? ? Personal visit ? Take away ? Telephone (home delivery)
5. What is generally the time for placing the order? ? Lunch time ? Dinner time ? Evening ? Any time
6. How much is your bill amount? ? < 150 ? 150 – 350 ? 350 – 500 ? >500
7. What is your favorite Italian cuisine?
11
? Pizza
? Pasta
8. Do you stick toward a particular brand or you often like to go for a new brand? ? Yes ? No
9. Please indicate whether you have ordered Pizza from… ? Pizza Hut ? Domino’s ? U S Pizza ? Pizza Express
10. How often do you visit Domino’s? ? Never ? Regularly ? Often ? Occasionally
11.With whom generally do you like to visit Domino’s? ? With Friends ? With Relatives ? With Parents ? With Partner
12.Do you like to celebrate certain occasions at Domino’s? ? Yes ? No
13.Would you prefer to experiment any traditional flavors in Pizza? ? Yes ? No
14.Which of the following factors encourage you to visit Domino’s? ? Prompt Delivery ? Affordable Price ? Quality Satisfaction ? Staff Services
15.How would you rate following brands?
12
? Pizza Hut __
? Domino’s __
? Pizza Express __
? U S Pizza __
16.How would you rate following facilities at Domino’s?
Services
Highly
Dissatisfi Neither dissatisfi ed nor satisfied
Satisfi ed
Highly Satisfie d
Dissatisfi ed ed
1. 2. 3. 4. 5.
Staff services Ambience Quality of food Price Delivery service
17. Provide a comparison of the brands for each of the following dimension. Styling Pizza Hut Domino’s Pizza Express U S Pizza Comfort Quality Brand Image
18. I like Domino’s because______________________________
19. Any suggestion: ____________________________________
13
THANK YOU
Result ::
Question: 1
pizza express,2 6% u s pizz , 7 20%
Favorite place for pizza
pizza hut, 11 31% pizza hut, 11 domino's , 15 u s pizz , 7 pizza express,2
domino's , 15 43%
Question: 2
Duration of ordering pizza
2 or 3 months,24 15% once a week,24 16% once a week,24 per 15 days,36 per month,72 46% per 15 days,36 23% per month,72 2 or 3 months,24
Question : 3
14
Preferring days for ordering the pizza
Week Days,36 24% Weekends,60 40% Special occasions,54 36% Week Days,36 Special occasions,54 Weekends,60
Question : 4
How to order
Home delivery,42 23% Personal visit,132 Take away,6 4% Personal visit,132 73% Take away,6 Home delivery,42
Question :5
Lunch time,6 4%
Time for placing the order
Dinner time,36 Any time,54 23% 35% Evening,60 38%
Lunch time,6 Dinner time,36 Evening,60 Any time,54
Question : 6
15
Bill amount
>500,24 15% 150350,42 27%
<150,12 8%
<150,12 150-350,42 350-500,78 >500,24
350-500,78 50%
Question : 7
Favourite Italian cuisine
Pasta,42 24% Pizza,132 76%
Pizza,132 Pasta,42
Question : 8 Do you stick toward a particular brand or you often like to go for a new brand ?
16
No,60 42% Yes,84 58%
Yes,84 No,60
Question : 9
Pizza Express,6 3% U S Pizza,48 27%
Odered pizza from
Pizza Hut,36 20% Pizza Hut,36 Domino's,90 U S Pizza,48 Domino's,90 50% Pizza Express,6
Question : 10
Never,6 4%
Domino's visit
Regularly,30 21% Never,6 Regularly,30 Often,66 46% Often,66 Occasionally,42
Occasionally,42 29%
Question : 11
17
With whom do you like visit Domino's
With Partner,48 21% With Friends,126 With Relatives,24 With Parents,24 11% With Relatives,24 11% With Friends,126 57% With Parents,24 With Partner,48
Question : 12 Do you like to celebrate certain occasions at Domino’s?
Yes,17 Yes,17, 71% No,7
Question ::13
Would you prefer to experiment any traditional flavors in Pizza?
18
Yes,15 20% Yes,15 No,60 No,60 80%
Question :: 14
Which of the following factors encourage you to visit Domino’s?
Prompt Delivery ,5 3%
Staff Services,64 35% Quality Satisfaction,108 59% Affordable Price ,5 3%
Prompt Delivery ,5 Quality Satisfaction,108 Affordable Price ,5 Staff Services,64
19
LIMMITATIONS ? Something becomes overload on its tests. ? More questionnaires made low feedback. ? It may affects on selling of pizza.
BIBLIOGRAPHY
? http://www.wikipedia.org/wiki/fastfood_in_india ? http://www.scribd.com/doc/25310916/project-on-customersatisfaction-towards-various pizza brands.6.Indian Management Studies Journal, April 2011, Volume 15. ? Cooper Donald R.& Schindler Pamela S, Business research methods, Tata McGrawHill, 9 th Edition. ? Malhotra Naresh K., Marketing Research, Eastern Economy Edition, 4 th Edition.
20
doc_516569145.docx