Introduction

Fast food is one of the worlds largest fast growing industry types. Indias fast food industry isgrowing by 40%. The 6000 corer fast food retail industry is mainly dominated by themultinational players and the key players which are active in the research of the food retailing.Because of the availability of raw material for fast food, global chains are flooding into thecountry. The percentage share held by foodservice of total consumer expenditure on food hasincreased from a very low base to stand at 2.6% in 2001. Eating at home remains very muchingrained in Indian culture and changes in eating habits are very slow moving with barriers toeating out entrenched in certain sectors of Indian society. The growth in nuclear families, particularly in urban India, exposure to global media and western cuisine and an increasingnumber of women joining the workforce have had an impact on eating out trends. Major players in fast food are:

McDonalds K FC Pizza hut Dominos pizza Caf coffee day Barista Subway Papa Johns Smokin joes Domino's and Pizza Hut, the two big USfast food chains entered India in 1996. Each claimed ithad the original recipe as the Italians first wrote it and was trying desperately to create brandloyalty. Domino's and Pizza Hut - tried to grab as large a slice of the pizza pie as possible.While Pizza Hut relied on its USP of "dining experience", Domino's USPwas a 30-minutedelivery frame. To penetrate the market, both the players redefined their recipes to suit theIndian tastes. Domino's went a step ahead by differentiating regions and applying the taste-factor accordingly. Domino's also made ordering simpler through a single toll-free number throughoutthe country.Domino's andPizza Hut expanded their market ever since they entered India.Pizza Hut is theworld's largest casual dining restaurant chain with over 13,000 restaurants across 97 countriesand 143 stores across 34 cities in India., including Delhi,Mumbai, Bangalore, Chennai,K olkata,Hyderabad,Pune, andChandigarh and Yum! is in the process of openingPizza Hut restaurantsat many more locations to service a larger customer base across the country.Today Domino's Pizza India has grown intoa countrywide network of more than 300 stores with a team of over 9,000 people. According tothe India Retail Report 2009, Dominos were the largest Pizza chain in India and the fastestgrowing multinational fast food chain between 2006-2007 and 2008-2009 in terms of number of stores.

Objective

(i)To find out the market strategies of both the brands. (ii)To find out the various forces and their results on the industry. (iii)To find out the comparative analysis between Pizza-hut and dominos-pizza. (iv)To check out the preferences of the people or the consumers. (v)To find out which factors are more preferred by the customers.

Market shares and major players

Indian taste buds are demanding more and pizza industry one of the most intensive industry isall gearing on. P eople across the country are consuming over three million pizzas a monthcurrently, and the monthly sales figures are projected to double in the next four years. Accordingto industry data, of the total branded quick service restaurant market make a sale of over Rs1,200 Crore, the pizza chains contribute around 50 per cent of the sales i.e. worth Rs. 600 Crore. The major players of the Pizza industry are:-

Smokin joes

Us pizza

Market share as on 1999

PIZZA CHAIN MARKET SHARE (%) Pizza Hut 46.42Domino's 21.67Others 31.91 Source: Financial Express Market share as on 2000Pizza Chain 2000 Market Share (%) Pizza Hut 18Domino's 70*Others 12 Source: Business Standard, As claimed by the company

Current Market Shares

The ma j marke

t p l ayers are i a Hu t and Dom i nos w it h marke t share of 45% and 35%respec ti e l y and o t her shares 20% of t he marke t

Major forces affect

i ng the Industry In ma j or c iti es of Ind i a li ke De l h i Mumba i

B anga l ore i a Hu t and Dom i nos have acompe titi on w it h i a corner, mok i n j oes, Us p i a, Garc i as bu t i n sma ll c iti es i a Hu t andDom i nos are t he ma j or p l ayers.

Branded Pizza Market Share