Description
Organizational Overview in FMGC Product at Uncle Sam Pizza
A SUMMER TRAINING PROJECT REPORT ON “ORGANIZATION OVERVIEW IN FMCG PRODUCT” FOR UNCLE SAM PIZZA
EXECUTIVE SUMMARY
The project report based on training is as per the syllabus prescribed by university and institute of student. Overall my report is based on to know the perceptions of retailers for Nima products.
I have first decided my sample size which is 100 and it is divided into the urban and rural area of Ahmedabad. My respondents are retailer, wholesaler and superstore.
I have collected primary data regarding my topic from different areas of Ahmedabad with company’s sales representatives.
I got different responses from different vendors and it is also different in different areas. I have collected data regarding stock, consumer behavior, competitor analysis, their services and margins, as compare to Nima products.
I have analyzed all the questions and interpreted them to give a conclusive touch to my report. I have included graphs for easy understanding.
PART –I
Introduction of United Pizza
United Restaurant Ltd. (Quick Service Pizza Chain) registeredin under the Indian Companies Act 1956 is committed to become the industry leader in hospitality.
We are proud to acknowledge that we are an Indian-born Company, which started operations in the year 1996.
In 1995 United Restaurant opened his first US Pizza outlet in Bangalore (India). Competing effectively againstother brands.
Company Vision
“To Be the No.1 Fast Food Brand in India”
Company Mission
“U.S. Pizza is in the business of creatingprofitable franchisee network throughthe cultivation of a long-term mutually beneficial relationships, innovation and customer experience up scaling”.
U.S. PIZZA HISTORY
In 1980s when Iran was in midst of turmoil, a young Resistance member was being pursued for execution.
He had to run away from his home and country, walking through Iraq, Turkey into Europe’s snow covered areas via the Alps, only to be arrested at Yugoslavia.
He was found by the UN commissioner for refugees, taken to Sweden and given political asylum.
For 3 years he worked with the UNO as an interpreter, triedhis hand at Dentistry and finally settled to work as a Pizza man at a single shop called US Pizza. Which the owner finally sold to him along with the name for (INR 4) SEK 1/-
Mr.Vahid then made 5 U S Pizza’s in and around Stockholm.Until the recession forced him to come to India.
In India he met a partner and started the first U S Pizza at ManipalCenter, Bangalore.
A customer came in ordered a Pizza, when he got the Pizza he calledthe manager and said, “This pizza is terrible!!”, the manager said, Yes sir I know!”
The customer was Mr.Vahid and the Manager then joined him as a partner with a vision to make the best Pizza India has seen. . . And that is what they did until Felix left U S Pizza in 2002.
Mr.Akbar sold all his business’s and went to U S Pizza to look for something new to do. He decided he liked Franchising, but no one in India knew what this animal was.
One day when he went have Pizza, he had to wait for 20 minutes outside. He called the manager and asked why he did not get a bigger space. The manager told him he was looking.
That is how Mr.Akbar entered the partnership with vision of franchising the concept across India.
TO AND FUTURE
?
US Pizza launched the first outlet at BANGALORE in 1995
?
Today US Pizza has 70 outlets open
?
Has …. Franchised and Company stores in the process of opening by the year end.By the end of 20.. US Pizza expects to have over … stores open.
?
Offers the largest variety of Salads, Pastas in the India.
?
Voted “Best” Food Chain in Gujarat.
?
Has become the largest seller of …………..
Today, in a short span, U.S Pizza has the equal position in its Three business segments – Dine-In, Delivery and Takeaway.
Upgrading the Experience
? New look with Super Premium image: New US Pizza Outlets willhave an upscale image of a ………...
? Older stores are currently being renovated to match new corporate image.
? Launching Hi End – Super dining outlets on High Streets in every major – State capital in The west and South. Over the next 6 months these outlets will serve exotic Pizzas not available in other Regular US Pizza out lets
? Launch of exclusive Pizza outlets in 2 Metros.
Four Categories of Outlets at U.S. Pizza
History and Origin of Pizza
Pizza can be traced back to about 1000 B.C. Pizza was crude bread that was baked beneath the fired stones. After cooking, it was seasoned with a variety of different toppings and used instead of plates and utensils to sop up broth or gravies. This bread was originally known as Focaccia in Italy.
However the Greeks would bake the flavorings directly on the bread itself and the topped bread became the main course eventually. The Romans adopted both the origins and came up with a full slate of dishes. Italy toady has over 100 varieties of pizzas, and hence the Italians have come to be known as the pioneers of pizza.
We have yet another claim to Pizza. During the 17th Centaury, it is said that one day, a peasant woman was baking some bread. Her children, that were standing around anxiously waiting for the goodies were extremely hungry, she rolled out her bread, quickly put some cheese and meat on it and slid it into the oven for a few minutes and VOILA! PIZZA was born.
However, some say that Pizza’s legendary birth was in the 18th century. During that period and Italian chef named MonzuTesta served a Spanish king, Ferdinanad of Bourbon. Ferdinand was a real gourmet, and consequently
Monzu experimented diligently in the hope of finding a novel palate pleasure for him.
One day Monzu stirred, kneaded, seasoned, and baked a new creation, which he called pizza (pronounced as Pizza). The king was so delighted with it, that he promoted Monzu as the Royal Chef. Yes, yet another version of the wonder.
The first pizzeria opened in Naples in 1830 and the first ever Pizza Delivery is traced back to 1889. The recipients were King Umberto I and Queen Margherita of Savoy.
Pizza had by then become the first fast food known to man but remained a local (read modern Italy) delicacy until the concept crossed the Atlantic, with the migrants from Naples bringing it to modern America.
In the 1920’s, family operated pizzeria’s started to appear all over the northeastern states. Studying the history of pizza, one comes to appreciate how external influences can assimilate into culture & cuisine.
Whether one country’s method predates the other, it does not matter, as what is important, is the appreciation of the fusion and we at U.SPizza add value to this history by modernizing the service, creating hygienic preparation methods, and provide a vibrant environment to enjoy a valuable part of HISTORY.
WHAT WE STAND FOR
Hospitality – ? Putting the customer first; trying to meet their needs and doing whatever it takes to please them.
? Trained and motivates people – When people are fully trained they know how to make good food and provide the service customer expect. ? Hospitality + Trained and motivated people = Pride
Pride –
? We take pride in everything we do: serving great food, taking CARE of employees, and serving out customers.
PRODUCTS:-
Menu
Veg Classic Pizza
Veg Classic Pizza Cheese Pizza Lots of Cheese Vegetarian Bite
Onion, Green Pepper, Cheese & Fresh Tomato
Mushroom Riot
Fresh Mushroom, Garlic, Chilli& Cheese
Tandoori Paneer
Tandoori Paneer, Onion, Cheese & Green Pepper
Veg Premium Pizza Yum Dum
Spicy Paneer, Spinach, Onion, Chilli, Cheese & Garlic
American Heat
Baby Corn, Green Pepper, Onion, Cheese & Jalapenos
BalleBalle
Tandoori Paneer, Onion, Coriander, Tomato
Fresh Veggi Special
Onion, Green Pepper, Mushroom, Tomato, Black Olives, Sweetcorn, Cheese &Paneer
Indian Treat
Onion, Green Pepper, Tomato, Chilli, Garlic, Cheese & Green Peas Masala
Hawaiian Fantasy
BBQ Paneer, Mushroom, Pineapple, Cheese & Jalapenos
Non Veg Classic Pizza Tandoori Chicken
Tandoori Chicken, Green Pepper, Cheese & Onion
Hot Stuff
Oriental Chicken, Green Pepper, Tomato, Cheese &Chilli
Mexican Passion
Mexican Roasted Chicken, Babycorn, Cheese & Jalapenos
Texas Barbeque
BBQ Chicken, Chicken Sausage, Olives, Cheese & Tomato
Non Veg Premium Pizza Mambo Combo
Mexican Roasted Chicken, BBQ & Oriental Chicken, Chicken Sausage, Cheese & Onion
Meateor
Chicken Sausage, Mexican Roasted Chicken, Pepperoni, Onion, Tomato, Cheese & Jalapenos
Pepperoni Plus
Lots of Pepperoni & Cheese
Chicken Sheek
Onion, Chicken Sheek, Tomato, Coriander, Cheese
Extra Toppings
Veg Classic
Onion, Tomato, Green Pepper, Spinach, Garlic, Chilli, Green Peas
Veg Premium
BBQ Paneer, Tandoori Paneer, Spicy Paneer, Mushroom, Pineapple, Cheese, Jalapenos, Babycorn, Olives, Sweetcorn
Non Veg Premium
Chicken Sausage, Mexican Roasted Chicken, Tandoori Chicken, BBQ Chicken, Oriental Chicken
Pepperoni (Lamb)
Side Orders Go For Garlic/Jain
Garlic / Jain Bread Garlic / Jain Bread ‘n’ Cheese Garlic / Jain Bread ‘n’ Cheese Premium
Submarine Sandwich
Farmer’s Brunch Chickitza
Salads Veg
Coleslaw Potato ‘n’ Pineapple Macroni ‘n’ Cheese
Salads Non Veg
Calypso Magic Hawaiian Macroni ‘n’ Chicken
Sidekicks
Potato Wedges BBQ Wings
Desserts
Brownie
Softdrinks
Coke/Fanta/Sprite
Corporate services
At U.S.Pizza, apart from dishing out lip-smacking pizza, we also have innovative and attractive service offerings for corporates. Through these services, you can reach out to your clients in a novel way as well as pamper your employees.
Consumer Promotions
HPCL, Food world, Music World, Airtel, ICICI, Adani’s, Vivek’s, HDFC, and TVS are already reaping the benefits of our consumer promotional offers. Yep, they are keeping their clients happy and content with U.S.Pizza Gift Vouchers and Discount Coupons. And they vouch that it is an innovative as well as rewarding way to build and retain a strong and lasting relationship with their customers.
Event Catering
Add excitement and zaz to your corporate events with our catering expertise. Just tell us the time, date and venue and we’ll be there, setting up a U.S.Pizza outlet in a jiffy!
U.S.Pizza Counter
Have a large employee-base 3000+. Just give us a little space and we’ll set up an outlet, so your employees never go hungry again! See their smiles (and their productivity) grow as we dole out freshly baked pizza, just like we are doing for employees of Wipro, Accenture and HP.
Franchising with U.S.Pizza
Franchising is at the core of our expansion strategy. At U.S.Pizza, we have been engaging with franchising partners through proprietary models that are based on our experience over the past years. These models are of the highest international standards of franchising.
Operator Franchisee
Through this model you could own and operate your own U.S.Pizza outlet, which could be one or more in number
Master Franchisee
In this franchisee model, you have a territorial right to the franchisee, generally covering a state, where you can own a number of outlets in the particular territory and can even sub-franchise these outlets. These outlets in turn can be operated by professional outlet managers or by sub franchisees. As a master franchisee, you will have to work closely with the corporate team to provide operational support to these outlets and share the franchising revenue earned through your territory. This is an investment intensive model, where you will have to build and maintain infrastructure to manage the outlets in your territory.
Joint Venture
If you have property and financial resources, you could partner with us to open and operate outlets. In this model both, you and U.S.Pizza bring equal value to the deal and share the rewards proportionately.
Employee premiership
If you are an employee or have been an employee with us, and have shown exceptional performance, you could opt for this model, and become a U.S.Pizza franchisee partner.
U.S Pizza Official Attire
All US Pizza employees shall during all working hours be in the official uniform of the organization. Maintaining a clean and tidy uniform is a strict duty for all our employees. Any employee reporting to work without the full uniform will be rejected and penalized by his manager or immediate superior.
Your manager will give you uniforms sets, which you should always wear at work. You need to keep this clean, tidy and in good repair. You’ll also get a name badge so that other team members and customers know who you are. Don’t forget to wear this as apart of your Uniform. The Uniform items issued to you are company property & incase of damage or loss staff is liable to pay the
exact cost. Our dress code will be explained to you when the Uniform is issued to you
Jewellery – Please only wear the minimum essential
? Customer area – Fr ladies – Pair of earrings, one rig, one watch and religious requirements.
? Food preparation Area – No Jewelry is allowed in the Food Prep Area other than a wedding band and/or watch.
? Men are not allowed to wear any jewelry other than a ring/wedding band and any religious requirements.
EMPLOYEE WELFARE
U.S.Pizza Shirts
? Only the official US Pizza Shirt may be worn during working hours.
? Shirts must be very clean and well ironed without wrinkles and stains.
Trousers
? Only the Black colored trousers (personal) may be worn during working hours.
? Trousers must always be clean, nearly pressed and without rips or tears.
Belt
? A personal black leather belt needs to be worn on the green trouser.The buckle of the belt needs to be of regular size & design. Metal rivets not allowed.
Cap
? All employees should wear the official US Pizza cap with the adjustable band and approved logo. The bill of the cap must face to the front.
Name Badge
? The official US Pizza badge shall be worn at all times during working hours
? The name label must be well stuck on the badge and clearly readable.
Shoes
? Only black colored leather shoes may be worn during working hoursShoes must be laced and tied. In clean & good shape.Use only black color polish for polishing your shoes
Socks (Personal)
? Only plain black socks may be worn during working hours
Aprons (will be provided at the Store)
? Full black aprons in the product area and half aprons in the dine-in areas.
? Do not were uniform outside the store unless on delivery or official work. Wear a non-company jacket or T-shirt over your polo shirt while moving on-the street for personal work.
Employee Guidelines& Training
Working Hours & Schedule
? Late nights & Long hours are part & parcel of this industry. Your
department in charge will brief you on the shift. You must check your duty and timing regularly.
Training
? It is the management’s policy to provide every employee with conditions and opportunities, which may enable him/her to develop himself/herself to assume greater resposibilities in the organisation. Training will be
imparted in Technical areas as well as behavioural aspects and the attendance in the training sessions will help you in climbing the organisational ladder. It is mandatory to atend all training sessions as per nominations. ? US Pizza has an in house TrainingAcademy which aims at providing continuous growth & development for all employees, thereby achieving the set standards and goal of the company. ? The ambition of the academy is to develop a management team from within, a dream that sees all existing members of the team as future managers and senior managers in the management team. We already have a few success stories in our team where
Pay Day
? Salary will be paid on or before the 10th of each succeeding month.
Leave
? Leave will be approved for any employee in accordance with the leave policy. Please consult your manager for all details.
Salary Advances
? As a company policy No Salary Advances will be given to any employee
ESI
? Employees covered under ESI scheme as per the ESI Act 1948 at present contribute 1.75% of their Basic + DA towards ESI. contributes a sum equivalent to 4.75% The organization
of the employee’s Basic + DA
towards the same. An employee covered under ESI can avail the medical facility for his family and for himself under this scheme. Further details can be obtained from the HR Department.
Providend Fund & Pension Scheme for Employee
? After joining the company you automatically become the member of Provident fund & Family pension Schemes. A total of 12% of your basic salary will be deducted as contribution to the scheme and the same amount is contributed by the organization. obtained by Human Resource Department. Further details may be
Gratuity
? As per the Payment of Gratuity Act, 1972, Employees completing a minimum number of 5 years of employment are entitled to Gratuity.
Marketing Strategy
US Pizza, company is planning a rapid expansion to help Indians develop the taste of Pizza.Expansion will begin in the Southern and Western regions where it will increase its existing outlets from 60 to 100 by Mach-08.
The company is opening flagship outlets in all state capitals and Tier-I cities across India. These outlets will offer variety of Salads, Pizzas, Pastas and Soups. They will also offer 360-degree entertainment than being mere restaurants. It is a
status symbol in most urban areas to host kids birthday and other celebrations at fast food joints, especially Pizza and Burger chains. Some centers are likely to have a dedicated DJ.
Worldwide Pizza is a fat food apart from being fast food, US Pizza is investing in R&D to make its menu healthier so that its customers can always come back for more.
Uncle Sam Pizza marketing strategy is very simple: “we want to satisfy our customer by offering them the best.” Uncle Sam Pizzahas always valued customer service and satisfaction. In 1995, Uncle Sam Pizzabegan two customer satisfaction programs: a 1-800 number customer hotline, and a customer callback program. These were implemented to make sure their customers were happy, and always wanted to return.
Another big strength and even a competitive advantage is the fact that they have a full service restaurant as well as delivery services. Most of Uncle Sam Pizzacompetitors do not have restaurants. Because of the restaurant, Uncle Sam Pizzacan market to different segments that other pizza chains cannot. For example, Uncle Sam Pizzacan market to families much easier than Domino's or Little Caesar's. Uncle Sam Pizzaoffers a sit-down, conversational type restaurant where families can take their children for birthday parties for example. Uncle Sam Pizzabroad selection of products also makes it easier for them to market to different market segments.
The other two strategies followed by Uncle Sam Pizza is C.H.A.M.P.S (Cleanliness, Hospitality, Accuracy, Maintenance, Product quality and Speed) and 3F’s (Fun, Friendly and Familiar). These two strategies have really helped Uncle Sam Pizza to evolve out as a market leader with a competitive advantage.
Market Global Presence
MARKET SHARE
OTHERS 32% U S Pizza Uncle Sam Pizza 48% DOMINO'S OTHERS
DOMINO'S 20%
RETAIL ENVIRONMENT
Out of all the existing pizza chains such as Domino's, Smokin Joe’s, Papa John’s, Pizza Corner, Pizza Hut, U.S Pizza, has a dominating market share of 48% of the total market share. However, this forced competitors to look for new methods of
increasing their customer bases. They all try to come up with some newer, bigger, better pizza for a low price. But Uncle Sam Pizzahas always had the first mover advantage. Their marketing strategy in the past has always been to be the first. One of their main strategies that they still follow today is the diversification of the products they offer.
The market has become greatly competitive and the customer has become more discerning and adventurous. This however has not affected Uncle Sam Pizzacomfortable reign over the Indian pizza industry and the ever increasing number of loyal customers who have made it possible for Uncle Sam Pizzato aggressively extend its presence.
Uncle Sam Pizzais always adding something new to their menu, trying to reach new markets. For example, in 1992 the famous buffet was launched in Uncle Sam Pizzarestaurants worldwide. They were trying to offer many different food items for customers who didn't necessarily want pizza. Another strategy they used in the past and are still using is the diversification of their pizzas.
Uncle Sam Pizzais always trying to make a pizza into something slightly different so that customers will think it’s a whole new product. E.g., in 1983, Uncle Sam Pizzaintroduced Pan Pizza, which had a guarantee of being ready to eat in 5 minutes when dining at Uncle Sam Pizzarestaurants. In 1993, they introduced the "Bigfoot," which was two square feet of pizza cut into 21 slices. In 1995, they introduced "Stuffed Crust Pizza," where the crust would be filled with
cheese. Currently, they are marketing "The Big New Yorker," trying to bring the famous New York style pizza to the whole country.
POSITIONING
Uncle Sam Pizzawas among the first multinational brands to enter the food retail sector in India. When the first Uncle Sam Pizzarestaurant opened in Bangalore the quick service industry was at a nascent stage and the pizza category was dominated by a sole regional player who had a marginal presence. Uncle Sam
Pizzawent on to play a significant role in pioneering and developing this category in India.
Worldwide and in India, Uncle Sam Pizzahas come to become synonymous with the 'best pizzas under one roof'. This is because at Uncle Sam Pizzathe belief is that every pizza has its own magic, thus making it a destination product – which everyone seeks. It is this belief that has ignited the passion to create, innovate and serve the finest product the industry has to offer, while setting standards for others to strive to replicate. Uncle Sam Pizzais committed to providing uncompromising product quality, offering customers the highest value for money and giving service that is warm, friendly and personal.
A critical factor in Uncle Sam Pizzasuccess has been its unique dining experience. Crewmembers at Uncle Sam Pizzastrive each day to provide 'customer mania' the kind of service that ensures that every visit of the customer is a memorable one.
Uncle Sam Pizzaconstant endeavor to provide extra value – whether it is pizzas which are available to suit every price range, new promotions or the introduction of innovative product ranges - that puts a 'Yum' on every customer's face - has allowed it to increase its presence in India to the current 139 restaurants across 36 cities.
PART – II
RESEARCH PROCEDURE:
Formulation of Research problem Objectives of Study
Research methodology
Research design
Sampling design
Data collection
Data analysis
RESEARCH METHODOLOGY
AIM OF THE STUDY: The study focuses Sale loss Analysis of Cases lost to other Manufacturing on the basis of buying behaviors of Customer while eating the Pizza.
OBJECTIVES:
? To Study the Perception of consumers towards Pizzas.
?
To study awareness about Uncle Sam Pizza.
?
To study that which brand of Pizza is opted more by consumers.
?
To study the value of different Type of Pizza in restaurant.
?
To study the satisfaction level of consumer from service provided by U.S. Pizzas
METHODOLOGY:
During the project work, we collected the information through Questionnaire. The reason behind doing through this method is that, the work is accurately done. The information obtained under this method relates to Customer while eating the Pizza of U S Pizzas.
DATA COLLECTION METHOD
The study uses extensively both primary and secondary data
PRIMARY DATA: Primary data was collected to know the customers, preferences and Belief. Primary data are those, which are collected for the first time, and they are original in character. A suitable combination of Questionnaire Techniques & discussions with the respondents was used to collect the required Primary data. Findings of the primary data focus on the consumer preference about Pizzas and our different type of brand in Pizzas. Primary data gives higher accuracy and facts, which is very helpful for any research and its findings.
SECONDARY DATA: The secondary data are those, which are already collected by someone for some purpose and are available for the present study. Secondary data was collected from the magazines, websites and other such sources.
RESEARCH INSTRUMENTS: I selected questionnaire as research instrument. It consists of a set of questions presented to respondents. This is the most common instrument used to collect primary data. This questionnaire will be administered through face-to-face.
Primary Objective ? To know the satisfaction level of consumers regarding U S Pizza services. ? Secondary Objective ? To find out the factors considered by consumers for good services ? To know the perception of the consumers regarding US pizza services ? To know the taste and preferences of the consumers ? To know the competitive position among the competitors
CustomerSatisfaction
Questionnaires Introduction: ? This explains how to construct a questionnaire, mainly for use in surveys. Other types of audience research don’t use questionnaires much. .
? A questionnaire is a strange type of communication. It’s like a play, in which one actor (the interviewer) is following rules and reading from the script, while the other actor (the respondent) can reply however he or she likes - but only certain types of reply will be recorded. This is an unnatural social situation, and in countries with no tradition of this kind of conversation, respondents may need to have the principles explained to them.
? Though it is easy to write a questionnaire, you need a lot of skill and experience to write a good questionnaire: one in which every question is clear, can be answered accurately, and has usable results.
Sampling: introduction
? Sampling is the key to survey research. No matter how well a study is done in other ways, if the sample has not been properly found, the results cannot be regarded as correct. Though this chapter may be more difficult than the others, but it is perhaps the most important chapter in this book. It applies mainly to surveys, but is also important for planning other types of research.
RESEARCH METHODOLOGY Data Collection Method: Survey method Research instrument: Close & open ended questionnaire Sampling Unit: Consumer Sample Size: 100 Consumers in the Ahmedabad city Sampling Procedure: Convenient sampling A simple random sample is taken from these categories so as to achieve a sample size of 100 out of around 1000 odd Consumers in the Ahmedabad city. Duration: 45 days Location: Ahmedabad
Limitations
1. Geographical limitation: ? We had limited area to work upon for activation of out let program.
2. Marketing pressure: ? Approvals from all channels take lot of time. Time lag adds to the intensity of the problem and budget will always be the Constraint.
3. Time limitation:
? Conceptualizing an idea and delivering it practically takes lot of time. To come up with ideology of customer satisfaction, brand positioning, consumers loyalty was quite possible but to see actual results out of it would require more time period than two months of my summer training, somewhat around six months.
4. Conflicts: ? Employees internal conflicts and secondly some commitment of past that they didn’t follow up is a big hindrance for any sort of new action.
Questionnaire Analysis and Data interpretation
1. How often do you visit US Pizza?
Particular
Number of respondents
Weekly Monthly Occasionally
40 25 35
Visit of US Pizza
35
O cc as io na lly
25
y
M
on
th l
Number of respondents
40
W ee kl y
Interpretation: Among the 100 respondents maximum consumers like 40 visit US pizza on the weekly basis 35 says they visit the outlet occasionally 25 put of 100 come to eat monthly so we can say that people like come more on the weekend at the US pizza and they are also like to visit US pizza on some specific occasions.
2. How satisfied are you with the service?
Particular Highly Satisfied Satisfied Dissatisfied Highly dissatisfied
Number of respondents 35 43 17 5
Satisfied with the service
5
d is
sa ti
sf ie d
17
ig h ly
ed
is s
at is fi
Number of respondents 43
H D
S
at i
sf ie d
35
Interpretation:
In this question customer has giving view on satisfaction with services. Only 17 consumers was dissatisfied with the US pizza service. 43% consumer has satisfied and 35 consumers have highly satisfied with US pizza services. That is meaning mostly the consumers are satisfied with US pizza services. According to survey only 5% consumers are highly dissatisfied with the US pizza services, but it’s not major problem for the company, some extra efforts can change those consumers perception regarding the offered services.
H
ig h ly
S
at i
sf ie d
3. What is your opinion about the price of food in the US Pizza?
Particular Too Expensive Quite Expensive Reasonable Inexpensive
Number of respondents 11 19 45 25
Opinion about food price
25
en
si
ve
In ex
45 Number of respondents 19 11
p R ea e E xp en ui t Q
Interpretation:
US pizza providing their services to those consumers who come under the premium class as well as upper middle class So in this question only 11% consumer giving their view it’s very expensive. 45% out of 100 respondents feel that it’s reasonable, 25 out of 100 feel that the prices in the US pizza are reasonable.
T
oo
E xp en
si v
e
si ve
so n
ab le
4. What is your opinion about the quality of the US pizza?
Particular Excellent Good Acceptable Bad
Number of respondents 15 40 37 8
Quality of US Pizza 8 37 Number of respondents
Bad
Acceptable
Good
40 15
Excellent
Interpretation:
During the survey we have come to know about that more consumer feel that US Pizza provide good services. 15 out 100 feel that the services from US pizza is excellent. Company should try to make efforts to convert the acceptable and good feeling consumers to feel excellent.
5. Do you think that attendant had sufficient skill to do the job?
Particular
Number of respondents
Highly Competent 20 Incompetent Competent Clumsy 18 40 22
Sufficient skill
22
C lu
m
sy
40 Number of respondents 18
C o
m m p e te n t
p
et e
n
t
In
co
20
Interpretation:
From the analysis we found that 40 and 20 respondents out of 100 think that attendant are competent and highly competent, but 18 respondents feel that they are incompetent in service it is bad sign for the company image among the customers.
H ig
h
ly
C
o
m p
et en
t
6. Where do you kept waiting?
Particular Yes, too long Yes, but not too long Yes, long No, it was prompt service
Number of respondents 7 28 31 34
Waiting in the US Pizza
No, it was prompt service
34 31 Number of respondents 28 7
Yes, long
Yes, but not too long
Yes, too long
Interpretation:
More respondents feel that the service of US pizza is promt and they have not to wait for to long to get it. Only 7 out of 100 feel that waiting in thjeUS pizza is too long to get the service.
7. How much do you spend on average for pizza?
particular 100-200 200-300 300-400 400 or above
Number of respondents 26 41 18 15
Spend of Money
400 or above
15 18 Number of respondents
300-400
200-300
41 26
100-200
Interpretation: 41 out of 100 spend average 200-300 Rs. in the US pizza and only 15 respondents spend more than 400 Rs, 18 spend between 300-400 and 26 spends between 100 to 200.
8. Is accessibility important for you when you choose a restaurant?
Particular Yes No
Number of respondents 67 33
Choose of Restaurant
No
33
Number of respondents
Yes
67
Interpretation: Accessibility is very important factor in the customer satisfaction. From survey we found that 67 out of 100 reply that accessibility is important for that and 33 people feel that it is not important for them. Company should make service easily accessible to the consumer so they can increase their customers and their satisfaction.
9. Why do you like to eat in US Pizza?
Particular
Number of respondents
Delicious Food Convenient Location Beautiful decoration Good staff quality Its brand name
31 16 8 18 27
Like to eat in US Pizza 27
on Be v au G D en tif oo Its el ie u d i c n l d s br io t L e ta an us o co ff d Fo c at ra t qu a na i od on ion lit me y
18 8 16 31
Interpretation:
People like US pizza for their delicious food and it’s brand name and skills of staffs is also an important factor for the consumer satisfaction. 31 out of 100 feel that they visit US pizza because of good food and 27 out of 100 says they visit it
C
because of brand name only 8 give reason that they visit the stole because of the beautiful decoration
10. What is your opinion about the ambience in US pizza?
particular
Number of respondents
Noisy Acceptable Too quite
13 33 54
Opinion about the ambience
54
To o qu ite
33
A cc ep ta b le
Number of respondents
13
N oi sy
Interpretation:
54 out of 100 believe that the ambience in the US pizza is too quite and 33 says that it is acceptable. Only 13 feel that it is noisy. Company should take suggestions from the consumers and try to make excellent ambience as per the consumers taste because ambience is an important factor to satisfy the consumers.
11. Apart from US pizza which restaurant would you choose for eating Pizza? Name Quality store Service Ambiance Total / Mark out of 5 Pizza Hut Domino’s Pizza Corner 4 1 2 3 2 3 4 4 1 5 3 3 16 10 9
Service perameter
Company name
ambience
Pizza Corner Pizza Hutt Dominos
1
z
2
3 3 3 3 4 4 4 5
service store Quality
1
2
Parameter
Interpretation: Respondents give 3 out 5 weight to the Pizza corner for its good ambience and 2 and 3 out of 5 for it’s store and quality. Pizza Hutt got 3,4,5 out of 5 for ambience, service, store and quality. So it means the customers are more satisfied than other fast food chains.
Domino’s get 3,4,2,1 out of total weight of 5 and it is show average level of satisfaction among the consumers.
12. Would you recommend US pizza to your friend and relatives?
particular Number of respondents Yes No 59 41
Recommand by customers
No
41 Number of respondents
Yes
59
Interpretation: 59 Out of 100 recommend US pizza services to other and 41 says no. US pizza should think about that because word of mouth communication is very important if more consumers good word of mouth about the services they can increase that brand image as well as consumer equity.
13. From where did you get to know about US pizza?
More than 50% respondents come to know about US pizza through their friends and relatives and others are know from the television advertising , print media.
Findings
?
Consumers are more satisfied with price and quality of the US pizza
?
Accessibility of outlets is not deep in the city area
?
People are like to visit outlet on weekly and occasionally basis
? Average spending in US pizza is more in between 200-300 Rs
?
Price, Quality, Store and ambience are the main factors for the customers when they going to choose restaurant
?
People like to eat in US pizza because of delicious food
?
Most of the respondents are satisfied by the service provided by the US pizza
SUGGESTIONS:
? Company should increase visibility of the services among the consumers. ? Many consumers are feel that the outlet are not accessible from their house so company should increase the outlets in the city area. ? Company should more focus on price and quality because it is the main area that consumer consider as satisfaction factor. ? Company should provide good ambience within the store to the consumer.
? Company should focus on the print and electronic advertising to in key location to increase the awareness among the consumers.
? Company should focus on the skills of the attendants to make service more delightful.
Conclusion
US pizza has many targets which it has achieve in a given period of time. Thetime-period is mostly a year. Therefore, in order to fulfill the targets differentstrategies are adopted by US Pizza. It can be concluded that these strategies havebeen successful and there is flexibility in the strategies, as they can be changedwith the changes in the market conditions as well as the targets. Over all conclusion is that US pizza have the opportunity as well as competition in the market, they can only grape the market through delighted consumers by providing value delivering services
BIBLIOGRAPHY
Reference Book: (1) (2) (3) Human Resource Mgt. by K. Ashwathappa (4th Edition) Marketing Mgt. by Kotler& Armstrong (9th Edition) Organization Behavior by Keith Devis (11th Edition)
Web Site: www.unclesampizza.co.in
Annexure Questionnaire
1. How often do you visit US Pizza?
(i) Weekly
(ii) Monthly
(iii) Occasionally
2. How satisfied are you with the service?
Highly satisfied
[
]
Highly dissatisfied
[
]
Dissatisfied
[
]
Satisfied
[
]
3. What is your opinion about the price of food in the US Pizza?
Too expensive
[ ]
Quite expensive
[
]
Reasonable
[
]
Inexpensive
[
]
4. What is your opinion about the quality of the US pizza?
Excellent
[
]
Good
[ ]
Acceptable
[
]
Bad
[ ]
5. Do you think that attendant had sufficient skill to do the job? Highly competent [ ] Incompetent [ ]
Competent
[
]
Clumsy
[
]
6. Where do you kept waiting? Yes, too long [ ] Yes, but not too long [ ]
Yes, long
[
]
No, it was prompt service
[
]
7. How much do you spend on average for pizza?
100 – 200
[
]
200 – 300
[
]
300 – 400
[
]
400 or Above
[
]
8. Is accessibility important for you when you choose a restaurant?
Yes
[ ]
No
[
]
9. Why do you like to eat in US Pizza?
Delicious Food
[ ]
Convenient Location
[ ]
Beautiful Decoration in the restaurant [
]
Good staff quality
[ ]
It’s brand name
[
]
10. What is your opinion about the ambience in US pizza?
Noisy
[ ]
Acceptable
[ ]
Too quite
[
]
11. Apart from US pizza which restaurant would you choose for eating pizza?
Quality Name Pizza Hut Domino’s Pizza Corner
Store
Service
Ambiance
12. Would you recommend US pizza to your friend and relatives?
Yes
[
]
No
[
]
13. From where did you get to know about US pizza? ----------------------------------------------------------------------
Personal Detail Name Gender Occupation : Age : : : Male [ ] Female [ ]
doc_271332987.docx
Organizational Overview in FMGC Product at Uncle Sam Pizza
A SUMMER TRAINING PROJECT REPORT ON “ORGANIZATION OVERVIEW IN FMCG PRODUCT” FOR UNCLE SAM PIZZA
EXECUTIVE SUMMARY
The project report based on training is as per the syllabus prescribed by university and institute of student. Overall my report is based on to know the perceptions of retailers for Nima products.
I have first decided my sample size which is 100 and it is divided into the urban and rural area of Ahmedabad. My respondents are retailer, wholesaler and superstore.
I have collected primary data regarding my topic from different areas of Ahmedabad with company’s sales representatives.
I got different responses from different vendors and it is also different in different areas. I have collected data regarding stock, consumer behavior, competitor analysis, their services and margins, as compare to Nima products.
I have analyzed all the questions and interpreted them to give a conclusive touch to my report. I have included graphs for easy understanding.
PART –I
Introduction of United Pizza
United Restaurant Ltd. (Quick Service Pizza Chain) registeredin under the Indian Companies Act 1956 is committed to become the industry leader in hospitality.
We are proud to acknowledge that we are an Indian-born Company, which started operations in the year 1996.
In 1995 United Restaurant opened his first US Pizza outlet in Bangalore (India). Competing effectively againstother brands.
Company Vision
“To Be the No.1 Fast Food Brand in India”
Company Mission
“U.S. Pizza is in the business of creatingprofitable franchisee network throughthe cultivation of a long-term mutually beneficial relationships, innovation and customer experience up scaling”.
U.S. PIZZA HISTORY
In 1980s when Iran was in midst of turmoil, a young Resistance member was being pursued for execution.
He had to run away from his home and country, walking through Iraq, Turkey into Europe’s snow covered areas via the Alps, only to be arrested at Yugoslavia.
He was found by the UN commissioner for refugees, taken to Sweden and given political asylum.
For 3 years he worked with the UNO as an interpreter, triedhis hand at Dentistry and finally settled to work as a Pizza man at a single shop called US Pizza. Which the owner finally sold to him along with the name for (INR 4) SEK 1/-
Mr.Vahid then made 5 U S Pizza’s in and around Stockholm.Until the recession forced him to come to India.
In India he met a partner and started the first U S Pizza at ManipalCenter, Bangalore.
A customer came in ordered a Pizza, when he got the Pizza he calledthe manager and said, “This pizza is terrible!!”, the manager said, Yes sir I know!”
The customer was Mr.Vahid and the Manager then joined him as a partner with a vision to make the best Pizza India has seen. . . And that is what they did until Felix left U S Pizza in 2002.
Mr.Akbar sold all his business’s and went to U S Pizza to look for something new to do. He decided he liked Franchising, but no one in India knew what this animal was.
One day when he went have Pizza, he had to wait for 20 minutes outside. He called the manager and asked why he did not get a bigger space. The manager told him he was looking.
That is how Mr.Akbar entered the partnership with vision of franchising the concept across India.
TO AND FUTURE
?
US Pizza launched the first outlet at BANGALORE in 1995
?
Today US Pizza has 70 outlets open
?
Has …. Franchised and Company stores in the process of opening by the year end.By the end of 20.. US Pizza expects to have over … stores open.
?
Offers the largest variety of Salads, Pastas in the India.
?
Voted “Best” Food Chain in Gujarat.
?
Has become the largest seller of …………..
Today, in a short span, U.S Pizza has the equal position in its Three business segments – Dine-In, Delivery and Takeaway.
Upgrading the Experience
? New look with Super Premium image: New US Pizza Outlets willhave an upscale image of a ………...
? Older stores are currently being renovated to match new corporate image.
? Launching Hi End – Super dining outlets on High Streets in every major – State capital in The west and South. Over the next 6 months these outlets will serve exotic Pizzas not available in other Regular US Pizza out lets
? Launch of exclusive Pizza outlets in 2 Metros.
Four Categories of Outlets at U.S. Pizza
History and Origin of Pizza
Pizza can be traced back to about 1000 B.C. Pizza was crude bread that was baked beneath the fired stones. After cooking, it was seasoned with a variety of different toppings and used instead of plates and utensils to sop up broth or gravies. This bread was originally known as Focaccia in Italy.
However the Greeks would bake the flavorings directly on the bread itself and the topped bread became the main course eventually. The Romans adopted both the origins and came up with a full slate of dishes. Italy toady has over 100 varieties of pizzas, and hence the Italians have come to be known as the pioneers of pizza.
We have yet another claim to Pizza. During the 17th Centaury, it is said that one day, a peasant woman was baking some bread. Her children, that were standing around anxiously waiting for the goodies were extremely hungry, she rolled out her bread, quickly put some cheese and meat on it and slid it into the oven for a few minutes and VOILA! PIZZA was born.
However, some say that Pizza’s legendary birth was in the 18th century. During that period and Italian chef named MonzuTesta served a Spanish king, Ferdinanad of Bourbon. Ferdinand was a real gourmet, and consequently
Monzu experimented diligently in the hope of finding a novel palate pleasure for him.
One day Monzu stirred, kneaded, seasoned, and baked a new creation, which he called pizza (pronounced as Pizza). The king was so delighted with it, that he promoted Monzu as the Royal Chef. Yes, yet another version of the wonder.
The first pizzeria opened in Naples in 1830 and the first ever Pizza Delivery is traced back to 1889. The recipients were King Umberto I and Queen Margherita of Savoy.
Pizza had by then become the first fast food known to man but remained a local (read modern Italy) delicacy until the concept crossed the Atlantic, with the migrants from Naples bringing it to modern America.
In the 1920’s, family operated pizzeria’s started to appear all over the northeastern states. Studying the history of pizza, one comes to appreciate how external influences can assimilate into culture & cuisine.
Whether one country’s method predates the other, it does not matter, as what is important, is the appreciation of the fusion and we at U.SPizza add value to this history by modernizing the service, creating hygienic preparation methods, and provide a vibrant environment to enjoy a valuable part of HISTORY.
WHAT WE STAND FOR
Hospitality – ? Putting the customer first; trying to meet their needs and doing whatever it takes to please them.
? Trained and motivates people – When people are fully trained they know how to make good food and provide the service customer expect. ? Hospitality + Trained and motivated people = Pride
Pride –
? We take pride in everything we do: serving great food, taking CARE of employees, and serving out customers.
PRODUCTS:-
Menu
Veg Classic Pizza
Veg Classic Pizza Cheese Pizza Lots of Cheese Vegetarian Bite
Onion, Green Pepper, Cheese & Fresh Tomato
Mushroom Riot
Fresh Mushroom, Garlic, Chilli& Cheese
Tandoori Paneer
Tandoori Paneer, Onion, Cheese & Green Pepper
Veg Premium Pizza Yum Dum
Spicy Paneer, Spinach, Onion, Chilli, Cheese & Garlic
American Heat
Baby Corn, Green Pepper, Onion, Cheese & Jalapenos
BalleBalle
Tandoori Paneer, Onion, Coriander, Tomato
Fresh Veggi Special
Onion, Green Pepper, Mushroom, Tomato, Black Olives, Sweetcorn, Cheese &Paneer
Indian Treat
Onion, Green Pepper, Tomato, Chilli, Garlic, Cheese & Green Peas Masala
Hawaiian Fantasy
BBQ Paneer, Mushroom, Pineapple, Cheese & Jalapenos
Non Veg Classic Pizza Tandoori Chicken
Tandoori Chicken, Green Pepper, Cheese & Onion
Hot Stuff
Oriental Chicken, Green Pepper, Tomato, Cheese &Chilli
Mexican Passion
Mexican Roasted Chicken, Babycorn, Cheese & Jalapenos
Texas Barbeque
BBQ Chicken, Chicken Sausage, Olives, Cheese & Tomato
Non Veg Premium Pizza Mambo Combo
Mexican Roasted Chicken, BBQ & Oriental Chicken, Chicken Sausage, Cheese & Onion
Meateor
Chicken Sausage, Mexican Roasted Chicken, Pepperoni, Onion, Tomato, Cheese & Jalapenos
Pepperoni Plus
Lots of Pepperoni & Cheese
Chicken Sheek
Onion, Chicken Sheek, Tomato, Coriander, Cheese
Extra Toppings
Veg Classic
Onion, Tomato, Green Pepper, Spinach, Garlic, Chilli, Green Peas
Veg Premium
BBQ Paneer, Tandoori Paneer, Spicy Paneer, Mushroom, Pineapple, Cheese, Jalapenos, Babycorn, Olives, Sweetcorn
Non Veg Premium
Chicken Sausage, Mexican Roasted Chicken, Tandoori Chicken, BBQ Chicken, Oriental Chicken
Pepperoni (Lamb)
Side Orders Go For Garlic/Jain
Garlic / Jain Bread Garlic / Jain Bread ‘n’ Cheese Garlic / Jain Bread ‘n’ Cheese Premium
Submarine Sandwich
Farmer’s Brunch Chickitza
Salads Veg
Coleslaw Potato ‘n’ Pineapple Macroni ‘n’ Cheese
Salads Non Veg
Calypso Magic Hawaiian Macroni ‘n’ Chicken
Sidekicks
Potato Wedges BBQ Wings
Desserts
Brownie
Softdrinks
Coke/Fanta/Sprite
Corporate services
At U.S.Pizza, apart from dishing out lip-smacking pizza, we also have innovative and attractive service offerings for corporates. Through these services, you can reach out to your clients in a novel way as well as pamper your employees.
Consumer Promotions
HPCL, Food world, Music World, Airtel, ICICI, Adani’s, Vivek’s, HDFC, and TVS are already reaping the benefits of our consumer promotional offers. Yep, they are keeping their clients happy and content with U.S.Pizza Gift Vouchers and Discount Coupons. And they vouch that it is an innovative as well as rewarding way to build and retain a strong and lasting relationship with their customers.
Event Catering
Add excitement and zaz to your corporate events with our catering expertise. Just tell us the time, date and venue and we’ll be there, setting up a U.S.Pizza outlet in a jiffy!
U.S.Pizza Counter
Have a large employee-base 3000+. Just give us a little space and we’ll set up an outlet, so your employees never go hungry again! See their smiles (and their productivity) grow as we dole out freshly baked pizza, just like we are doing for employees of Wipro, Accenture and HP.
Franchising with U.S.Pizza
Franchising is at the core of our expansion strategy. At U.S.Pizza, we have been engaging with franchising partners through proprietary models that are based on our experience over the past years. These models are of the highest international standards of franchising.
Operator Franchisee
Through this model you could own and operate your own U.S.Pizza outlet, which could be one or more in number
Master Franchisee
In this franchisee model, you have a territorial right to the franchisee, generally covering a state, where you can own a number of outlets in the particular territory and can even sub-franchise these outlets. These outlets in turn can be operated by professional outlet managers or by sub franchisees. As a master franchisee, you will have to work closely with the corporate team to provide operational support to these outlets and share the franchising revenue earned through your territory. This is an investment intensive model, where you will have to build and maintain infrastructure to manage the outlets in your territory.
Joint Venture
If you have property and financial resources, you could partner with us to open and operate outlets. In this model both, you and U.S.Pizza bring equal value to the deal and share the rewards proportionately.
Employee premiership
If you are an employee or have been an employee with us, and have shown exceptional performance, you could opt for this model, and become a U.S.Pizza franchisee partner.
U.S Pizza Official Attire
All US Pizza employees shall during all working hours be in the official uniform of the organization. Maintaining a clean and tidy uniform is a strict duty for all our employees. Any employee reporting to work without the full uniform will be rejected and penalized by his manager or immediate superior.
Your manager will give you uniforms sets, which you should always wear at work. You need to keep this clean, tidy and in good repair. You’ll also get a name badge so that other team members and customers know who you are. Don’t forget to wear this as apart of your Uniform. The Uniform items issued to you are company property & incase of damage or loss staff is liable to pay the
exact cost. Our dress code will be explained to you when the Uniform is issued to you
Jewellery – Please only wear the minimum essential
? Customer area – Fr ladies – Pair of earrings, one rig, one watch and religious requirements.
? Food preparation Area – No Jewelry is allowed in the Food Prep Area other than a wedding band and/or watch.
? Men are not allowed to wear any jewelry other than a ring/wedding band and any religious requirements.
EMPLOYEE WELFARE
U.S.Pizza Shirts
? Only the official US Pizza Shirt may be worn during working hours.
? Shirts must be very clean and well ironed without wrinkles and stains.
Trousers
? Only the Black colored trousers (personal) may be worn during working hours.
? Trousers must always be clean, nearly pressed and without rips or tears.
Belt
? A personal black leather belt needs to be worn on the green trouser.The buckle of the belt needs to be of regular size & design. Metal rivets not allowed.
Cap
? All employees should wear the official US Pizza cap with the adjustable band and approved logo. The bill of the cap must face to the front.
Name Badge
? The official US Pizza badge shall be worn at all times during working hours
? The name label must be well stuck on the badge and clearly readable.
Shoes
? Only black colored leather shoes may be worn during working hoursShoes must be laced and tied. In clean & good shape.Use only black color polish for polishing your shoes
Socks (Personal)
? Only plain black socks may be worn during working hours
Aprons (will be provided at the Store)
? Full black aprons in the product area and half aprons in the dine-in areas.
? Do not were uniform outside the store unless on delivery or official work. Wear a non-company jacket or T-shirt over your polo shirt while moving on-the street for personal work.
Employee Guidelines& Training
Working Hours & Schedule
? Late nights & Long hours are part & parcel of this industry. Your
department in charge will brief you on the shift. You must check your duty and timing regularly.
Training
? It is the management’s policy to provide every employee with conditions and opportunities, which may enable him/her to develop himself/herself to assume greater resposibilities in the organisation. Training will be
imparted in Technical areas as well as behavioural aspects and the attendance in the training sessions will help you in climbing the organisational ladder. It is mandatory to atend all training sessions as per nominations. ? US Pizza has an in house TrainingAcademy which aims at providing continuous growth & development for all employees, thereby achieving the set standards and goal of the company. ? The ambition of the academy is to develop a management team from within, a dream that sees all existing members of the team as future managers and senior managers in the management team. We already have a few success stories in our team where
Pay Day
? Salary will be paid on or before the 10th of each succeeding month.
Leave
? Leave will be approved for any employee in accordance with the leave policy. Please consult your manager for all details.
Salary Advances
? As a company policy No Salary Advances will be given to any employee
ESI
? Employees covered under ESI scheme as per the ESI Act 1948 at present contribute 1.75% of their Basic + DA towards ESI. contributes a sum equivalent to 4.75% The organization
of the employee’s Basic + DA
towards the same. An employee covered under ESI can avail the medical facility for his family and for himself under this scheme. Further details can be obtained from the HR Department.
Providend Fund & Pension Scheme for Employee
? After joining the company you automatically become the member of Provident fund & Family pension Schemes. A total of 12% of your basic salary will be deducted as contribution to the scheme and the same amount is contributed by the organization. obtained by Human Resource Department. Further details may be
Gratuity
? As per the Payment of Gratuity Act, 1972, Employees completing a minimum number of 5 years of employment are entitled to Gratuity.
Marketing Strategy
US Pizza, company is planning a rapid expansion to help Indians develop the taste of Pizza.Expansion will begin in the Southern and Western regions where it will increase its existing outlets from 60 to 100 by Mach-08.
The company is opening flagship outlets in all state capitals and Tier-I cities across India. These outlets will offer variety of Salads, Pizzas, Pastas and Soups. They will also offer 360-degree entertainment than being mere restaurants. It is a
status symbol in most urban areas to host kids birthday and other celebrations at fast food joints, especially Pizza and Burger chains. Some centers are likely to have a dedicated DJ.
Worldwide Pizza is a fat food apart from being fast food, US Pizza is investing in R&D to make its menu healthier so that its customers can always come back for more.
Uncle Sam Pizza marketing strategy is very simple: “we want to satisfy our customer by offering them the best.” Uncle Sam Pizzahas always valued customer service and satisfaction. In 1995, Uncle Sam Pizzabegan two customer satisfaction programs: a 1-800 number customer hotline, and a customer callback program. These were implemented to make sure their customers were happy, and always wanted to return.
Another big strength and even a competitive advantage is the fact that they have a full service restaurant as well as delivery services. Most of Uncle Sam Pizzacompetitors do not have restaurants. Because of the restaurant, Uncle Sam Pizzacan market to different segments that other pizza chains cannot. For example, Uncle Sam Pizzacan market to families much easier than Domino's or Little Caesar's. Uncle Sam Pizzaoffers a sit-down, conversational type restaurant where families can take their children for birthday parties for example. Uncle Sam Pizzabroad selection of products also makes it easier for them to market to different market segments.
The other two strategies followed by Uncle Sam Pizza is C.H.A.M.P.S (Cleanliness, Hospitality, Accuracy, Maintenance, Product quality and Speed) and 3F’s (Fun, Friendly and Familiar). These two strategies have really helped Uncle Sam Pizza to evolve out as a market leader with a competitive advantage.
Market Global Presence
MARKET SHARE
OTHERS 32% U S Pizza Uncle Sam Pizza 48% DOMINO'S OTHERS
DOMINO'S 20%
RETAIL ENVIRONMENT
Out of all the existing pizza chains such as Domino's, Smokin Joe’s, Papa John’s, Pizza Corner, Pizza Hut, U.S Pizza, has a dominating market share of 48% of the total market share. However, this forced competitors to look for new methods of
increasing their customer bases. They all try to come up with some newer, bigger, better pizza for a low price. But Uncle Sam Pizzahas always had the first mover advantage. Their marketing strategy in the past has always been to be the first. One of their main strategies that they still follow today is the diversification of the products they offer.
The market has become greatly competitive and the customer has become more discerning and adventurous. This however has not affected Uncle Sam Pizzacomfortable reign over the Indian pizza industry and the ever increasing number of loyal customers who have made it possible for Uncle Sam Pizzato aggressively extend its presence.
Uncle Sam Pizzais always adding something new to their menu, trying to reach new markets. For example, in 1992 the famous buffet was launched in Uncle Sam Pizzarestaurants worldwide. They were trying to offer many different food items for customers who didn't necessarily want pizza. Another strategy they used in the past and are still using is the diversification of their pizzas.
Uncle Sam Pizzais always trying to make a pizza into something slightly different so that customers will think it’s a whole new product. E.g., in 1983, Uncle Sam Pizzaintroduced Pan Pizza, which had a guarantee of being ready to eat in 5 minutes when dining at Uncle Sam Pizzarestaurants. In 1993, they introduced the "Bigfoot," which was two square feet of pizza cut into 21 slices. In 1995, they introduced "Stuffed Crust Pizza," where the crust would be filled with
cheese. Currently, they are marketing "The Big New Yorker," trying to bring the famous New York style pizza to the whole country.
POSITIONING
Uncle Sam Pizzawas among the first multinational brands to enter the food retail sector in India. When the first Uncle Sam Pizzarestaurant opened in Bangalore the quick service industry was at a nascent stage and the pizza category was dominated by a sole regional player who had a marginal presence. Uncle Sam
Pizzawent on to play a significant role in pioneering and developing this category in India.
Worldwide and in India, Uncle Sam Pizzahas come to become synonymous with the 'best pizzas under one roof'. This is because at Uncle Sam Pizzathe belief is that every pizza has its own magic, thus making it a destination product – which everyone seeks. It is this belief that has ignited the passion to create, innovate and serve the finest product the industry has to offer, while setting standards for others to strive to replicate. Uncle Sam Pizzais committed to providing uncompromising product quality, offering customers the highest value for money and giving service that is warm, friendly and personal.
A critical factor in Uncle Sam Pizzasuccess has been its unique dining experience. Crewmembers at Uncle Sam Pizzastrive each day to provide 'customer mania' the kind of service that ensures that every visit of the customer is a memorable one.
Uncle Sam Pizzaconstant endeavor to provide extra value – whether it is pizzas which are available to suit every price range, new promotions or the introduction of innovative product ranges - that puts a 'Yum' on every customer's face - has allowed it to increase its presence in India to the current 139 restaurants across 36 cities.
PART – II
RESEARCH PROCEDURE:
Formulation of Research problem Objectives of Study
Research methodology
Research design
Sampling design
Data collection
Data analysis
RESEARCH METHODOLOGY
AIM OF THE STUDY: The study focuses Sale loss Analysis of Cases lost to other Manufacturing on the basis of buying behaviors of Customer while eating the Pizza.
OBJECTIVES:
? To Study the Perception of consumers towards Pizzas.
?
To study awareness about Uncle Sam Pizza.
?
To study that which brand of Pizza is opted more by consumers.
?
To study the value of different Type of Pizza in restaurant.
?
To study the satisfaction level of consumer from service provided by U.S. Pizzas
METHODOLOGY:
During the project work, we collected the information through Questionnaire. The reason behind doing through this method is that, the work is accurately done. The information obtained under this method relates to Customer while eating the Pizza of U S Pizzas.
DATA COLLECTION METHOD
The study uses extensively both primary and secondary data
PRIMARY DATA: Primary data was collected to know the customers, preferences and Belief. Primary data are those, which are collected for the first time, and they are original in character. A suitable combination of Questionnaire Techniques & discussions with the respondents was used to collect the required Primary data. Findings of the primary data focus on the consumer preference about Pizzas and our different type of brand in Pizzas. Primary data gives higher accuracy and facts, which is very helpful for any research and its findings.
SECONDARY DATA: The secondary data are those, which are already collected by someone for some purpose and are available for the present study. Secondary data was collected from the magazines, websites and other such sources.
RESEARCH INSTRUMENTS: I selected questionnaire as research instrument. It consists of a set of questions presented to respondents. This is the most common instrument used to collect primary data. This questionnaire will be administered through face-to-face.
Primary Objective ? To know the satisfaction level of consumers regarding U S Pizza services. ? Secondary Objective ? To find out the factors considered by consumers for good services ? To know the perception of the consumers regarding US pizza services ? To know the taste and preferences of the consumers ? To know the competitive position among the competitors
CustomerSatisfaction
Questionnaires Introduction: ? This explains how to construct a questionnaire, mainly for use in surveys. Other types of audience research don’t use questionnaires much. .
? A questionnaire is a strange type of communication. It’s like a play, in which one actor (the interviewer) is following rules and reading from the script, while the other actor (the respondent) can reply however he or she likes - but only certain types of reply will be recorded. This is an unnatural social situation, and in countries with no tradition of this kind of conversation, respondents may need to have the principles explained to them.
? Though it is easy to write a questionnaire, you need a lot of skill and experience to write a good questionnaire: one in which every question is clear, can be answered accurately, and has usable results.
Sampling: introduction
? Sampling is the key to survey research. No matter how well a study is done in other ways, if the sample has not been properly found, the results cannot be regarded as correct. Though this chapter may be more difficult than the others, but it is perhaps the most important chapter in this book. It applies mainly to surveys, but is also important for planning other types of research.
RESEARCH METHODOLOGY Data Collection Method: Survey method Research instrument: Close & open ended questionnaire Sampling Unit: Consumer Sample Size: 100 Consumers in the Ahmedabad city Sampling Procedure: Convenient sampling A simple random sample is taken from these categories so as to achieve a sample size of 100 out of around 1000 odd Consumers in the Ahmedabad city. Duration: 45 days Location: Ahmedabad
Limitations
1. Geographical limitation: ? We had limited area to work upon for activation of out let program.
2. Marketing pressure: ? Approvals from all channels take lot of time. Time lag adds to the intensity of the problem and budget will always be the Constraint.
3. Time limitation:
? Conceptualizing an idea and delivering it practically takes lot of time. To come up with ideology of customer satisfaction, brand positioning, consumers loyalty was quite possible but to see actual results out of it would require more time period than two months of my summer training, somewhat around six months.
4. Conflicts: ? Employees internal conflicts and secondly some commitment of past that they didn’t follow up is a big hindrance for any sort of new action.
Questionnaire Analysis and Data interpretation
1. How often do you visit US Pizza?
Particular
Number of respondents
Weekly Monthly Occasionally
40 25 35
Visit of US Pizza
35
O cc as io na lly
25
y
M
on
th l
Number of respondents
40
W ee kl y
Interpretation: Among the 100 respondents maximum consumers like 40 visit US pizza on the weekly basis 35 says they visit the outlet occasionally 25 put of 100 come to eat monthly so we can say that people like come more on the weekend at the US pizza and they are also like to visit US pizza on some specific occasions.
2. How satisfied are you with the service?
Particular Highly Satisfied Satisfied Dissatisfied Highly dissatisfied
Number of respondents 35 43 17 5
Satisfied with the service
5
d is
sa ti
sf ie d
17
ig h ly
ed
is s
at is fi
Number of respondents 43
H D
S
at i
sf ie d
35
Interpretation:
In this question customer has giving view on satisfaction with services. Only 17 consumers was dissatisfied with the US pizza service. 43% consumer has satisfied and 35 consumers have highly satisfied with US pizza services. That is meaning mostly the consumers are satisfied with US pizza services. According to survey only 5% consumers are highly dissatisfied with the US pizza services, but it’s not major problem for the company, some extra efforts can change those consumers perception regarding the offered services.
H
ig h ly
S
at i
sf ie d
3. What is your opinion about the price of food in the US Pizza?
Particular Too Expensive Quite Expensive Reasonable Inexpensive
Number of respondents 11 19 45 25
Opinion about food price
25
en
si
ve
In ex
45 Number of respondents 19 11
p R ea e E xp en ui t Q
Interpretation:
US pizza providing their services to those consumers who come under the premium class as well as upper middle class So in this question only 11% consumer giving their view it’s very expensive. 45% out of 100 respondents feel that it’s reasonable, 25 out of 100 feel that the prices in the US pizza are reasonable.
T
oo
E xp en
si v
e
si ve
so n
ab le
4. What is your opinion about the quality of the US pizza?
Particular Excellent Good Acceptable Bad
Number of respondents 15 40 37 8
Quality of US Pizza 8 37 Number of respondents
Bad
Acceptable
Good
40 15
Excellent
Interpretation:
During the survey we have come to know about that more consumer feel that US Pizza provide good services. 15 out 100 feel that the services from US pizza is excellent. Company should try to make efforts to convert the acceptable and good feeling consumers to feel excellent.
5. Do you think that attendant had sufficient skill to do the job?
Particular
Number of respondents
Highly Competent 20 Incompetent Competent Clumsy 18 40 22
Sufficient skill
22
C lu
m
sy
40 Number of respondents 18
C o
m m p e te n t
p
et e
n
t
In
co
20
Interpretation:
From the analysis we found that 40 and 20 respondents out of 100 think that attendant are competent and highly competent, but 18 respondents feel that they are incompetent in service it is bad sign for the company image among the customers.
H ig
h
ly
C
o
m p
et en
t
6. Where do you kept waiting?
Particular Yes, too long Yes, but not too long Yes, long No, it was prompt service
Number of respondents 7 28 31 34
Waiting in the US Pizza
No, it was prompt service
34 31 Number of respondents 28 7
Yes, long
Yes, but not too long
Yes, too long
Interpretation:
More respondents feel that the service of US pizza is promt and they have not to wait for to long to get it. Only 7 out of 100 feel that waiting in thjeUS pizza is too long to get the service.
7. How much do you spend on average for pizza?
particular 100-200 200-300 300-400 400 or above
Number of respondents 26 41 18 15
Spend of Money
400 or above
15 18 Number of respondents
300-400
200-300
41 26
100-200
Interpretation: 41 out of 100 spend average 200-300 Rs. in the US pizza and only 15 respondents spend more than 400 Rs, 18 spend between 300-400 and 26 spends between 100 to 200.
8. Is accessibility important for you when you choose a restaurant?
Particular Yes No
Number of respondents 67 33
Choose of Restaurant
No
33
Number of respondents
Yes
67
Interpretation: Accessibility is very important factor in the customer satisfaction. From survey we found that 67 out of 100 reply that accessibility is important for that and 33 people feel that it is not important for them. Company should make service easily accessible to the consumer so they can increase their customers and their satisfaction.
9. Why do you like to eat in US Pizza?
Particular
Number of respondents
Delicious Food Convenient Location Beautiful decoration Good staff quality Its brand name
31 16 8 18 27
Like to eat in US Pizza 27
on Be v au G D en tif oo Its el ie u d i c n l d s br io t L e ta an us o co ff d Fo c at ra t qu a na i od on ion lit me y
18 8 16 31
Interpretation:
People like US pizza for their delicious food and it’s brand name and skills of staffs is also an important factor for the consumer satisfaction. 31 out of 100 feel that they visit US pizza because of good food and 27 out of 100 says they visit it
C
because of brand name only 8 give reason that they visit the stole because of the beautiful decoration
10. What is your opinion about the ambience in US pizza?
particular
Number of respondents
Noisy Acceptable Too quite
13 33 54
Opinion about the ambience
54
To o qu ite
33
A cc ep ta b le
Number of respondents
13
N oi sy
Interpretation:
54 out of 100 believe that the ambience in the US pizza is too quite and 33 says that it is acceptable. Only 13 feel that it is noisy. Company should take suggestions from the consumers and try to make excellent ambience as per the consumers taste because ambience is an important factor to satisfy the consumers.
11. Apart from US pizza which restaurant would you choose for eating Pizza? Name Quality store Service Ambiance Total / Mark out of 5 Pizza Hut Domino’s Pizza Corner 4 1 2 3 2 3 4 4 1 5 3 3 16 10 9
Service perameter
Company name
ambience
Pizza Corner Pizza Hutt Dominos
1
z
2
3 3 3 3 4 4 4 5
service store Quality
1
2
Parameter
Interpretation: Respondents give 3 out 5 weight to the Pizza corner for its good ambience and 2 and 3 out of 5 for it’s store and quality. Pizza Hutt got 3,4,5 out of 5 for ambience, service, store and quality. So it means the customers are more satisfied than other fast food chains.
Domino’s get 3,4,2,1 out of total weight of 5 and it is show average level of satisfaction among the consumers.
12. Would you recommend US pizza to your friend and relatives?
particular Number of respondents Yes No 59 41
Recommand by customers
No
41 Number of respondents
Yes
59
Interpretation: 59 Out of 100 recommend US pizza services to other and 41 says no. US pizza should think about that because word of mouth communication is very important if more consumers good word of mouth about the services they can increase that brand image as well as consumer equity.
13. From where did you get to know about US pizza?
More than 50% respondents come to know about US pizza through their friends and relatives and others are know from the television advertising , print media.
Findings
?
Consumers are more satisfied with price and quality of the US pizza
?
Accessibility of outlets is not deep in the city area
?
People are like to visit outlet on weekly and occasionally basis
? Average spending in US pizza is more in between 200-300 Rs
?
Price, Quality, Store and ambience are the main factors for the customers when they going to choose restaurant
?
People like to eat in US pizza because of delicious food
?
Most of the respondents are satisfied by the service provided by the US pizza
SUGGESTIONS:
? Company should increase visibility of the services among the consumers. ? Many consumers are feel that the outlet are not accessible from their house so company should increase the outlets in the city area. ? Company should more focus on price and quality because it is the main area that consumer consider as satisfaction factor. ? Company should provide good ambience within the store to the consumer.
? Company should focus on the print and electronic advertising to in key location to increase the awareness among the consumers.
? Company should focus on the skills of the attendants to make service more delightful.
Conclusion
US pizza has many targets which it has achieve in a given period of time. Thetime-period is mostly a year. Therefore, in order to fulfill the targets differentstrategies are adopted by US Pizza. It can be concluded that these strategies havebeen successful and there is flexibility in the strategies, as they can be changedwith the changes in the market conditions as well as the targets. Over all conclusion is that US pizza have the opportunity as well as competition in the market, they can only grape the market through delighted consumers by providing value delivering services
BIBLIOGRAPHY
Reference Book: (1) (2) (3) Human Resource Mgt. by K. Ashwathappa (4th Edition) Marketing Mgt. by Kotler& Armstrong (9th Edition) Organization Behavior by Keith Devis (11th Edition)
Web Site: www.unclesampizza.co.in
Annexure Questionnaire
1. How often do you visit US Pizza?
(i) Weekly
(ii) Monthly
(iii) Occasionally
2. How satisfied are you with the service?
Highly satisfied
[
]
Highly dissatisfied
[
]
Dissatisfied
[
]
Satisfied
[
]
3. What is your opinion about the price of food in the US Pizza?
Too expensive
[ ]
Quite expensive
[
]
Reasonable
[
]
Inexpensive
[
]
4. What is your opinion about the quality of the US pizza?
Excellent
[
]
Good
[ ]
Acceptable
[
]
Bad
[ ]
5. Do you think that attendant had sufficient skill to do the job? Highly competent [ ] Incompetent [ ]
Competent
[
]
Clumsy
[
]
6. Where do you kept waiting? Yes, too long [ ] Yes, but not too long [ ]
Yes, long
[
]
No, it was prompt service
[
]
7. How much do you spend on average for pizza?
100 – 200
[
]
200 – 300
[
]
300 – 400
[
]
400 or Above
[
]
8. Is accessibility important for you when you choose a restaurant?
Yes
[ ]
No
[
]
9. Why do you like to eat in US Pizza?
Delicious Food
[ ]
Convenient Location
[ ]
Beautiful Decoration in the restaurant [
]
Good staff quality
[ ]
It’s brand name
[
]
10. What is your opinion about the ambience in US pizza?
Noisy
[ ]
Acceptable
[ ]
Too quite
[
]
11. Apart from US pizza which restaurant would you choose for eating pizza?
Quality Name Pizza Hut Domino’s Pizza Corner
Store
Service
Ambiance
12. Would you recommend US pizza to your friend and relatives?
Yes
[
]
No
[
]
13. From where did you get to know about US pizza? ----------------------------------------------------------------------
Personal Detail Name Gender Occupation : Age : : : Male [ ] Female [ ]
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