Chapter -1

Introduction

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 INTRODUCTION

Globalization has removed the boundaries of business and globe has become a global
village. So now the customer has a wide range of choices around him to choose and buy. In
order to satisfy the global customer, extensive product lines, customer centric marketing,
highly focussed global sales and global marketing strategies has become trend for the
companies.
Marketing is used to identify the customer, satisfy the customer, and keep the
customer. With the customer as the focus of its activities, it can be concluded that marketing
management is one of the major components of business management. The adoption of
marketing strategies requires businesses to shift their focus from production to the perceived
needs and wants of their customers as the means of staying profitable. The term marketing
concept holds that achieving organizational goals depends on knowing the needs and wants
of target markets and delivering the desired satisfactions. It proposes that in order to satisfy
its organizational objectives, an organization should anticipate the needs and wants of
consumers and satisfy these more effectively than competitors.
In this context, I selected the title ”the study on brand awareness with respect to Pizza
Corner and Dominos” as my study in order to get the practical knowledge regarding
marketing concept. In addition to understand the ground reality of any business irrespective
of the field the practical knowledge of marketing is essential. The study is all about to know
at what extent people know about the brands in around them . and also we can learn about the
how to educate the customer towards a brand.

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Objectives of the study

 To study the “brand awareness of consumer with respect to the Dominos and Pizza
Corner” is aimed to fulfil the following objectives
 To experience practical knowledge on marketing
 To interact with the real customer
 To understand the conceptual knowledge regarding

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 Need for the study
Brand awareness is a very important aspect that a marketing manager should know,
because it tells that for what extent we have reached the consumers. And also tells about what
we have to do for drawing the attention of the consumers.

 How much to invest in brand-building activities.

 What mix of media or channels to invest in (what ratio of print, television, radio,
Internet, etc.).
 Which ad campaigns to continue or retire.
 How to adjust brand-building investments by geography

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 Scope of the study

The approach to study has been made from the point of view of Dominos and Pizza
Corner around Rajahmundry. It has not taken into consideration the view point of fast food
beverage based industries. The overall scope of the present study considers all the
variables and factors that have major impact over the customers in considering
particular brands. This especially included how a customer really evaluate recognizes
the brand and what position particular brand occupies in the customer mind.

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 Methodology of the study

It consists of two phases they are the reliability of managerial decisions depends upon the
quality of data. The quality of data can be expressed in terms of its representative feature of
the reality which can be ensured by the usage of fitting data collection method.
This data can be classified into primary data and secondary data.The data which is collected
from the field under the control and supervision of an investigator is known as primary data.
It is made by the self-made and self-managed questionnaire. The simple random sampling
was used. And sample size is 50. And my samples are customers of spacers of Rajahmundry.
The data which is collected from journals, magazines, annual reports of companies, etc ., then
such data is called secondary data.

After collecting data, and percentage analysis was used to study the characteristics of
customer with regard to age , brand awareness ,after sale service , factors influencing brand
preferences.

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Limitations of the Study

 The duration course of the study is less

 The scope of the study is only consumers of Rajahmundry
 We are taking only the consumers that belong to the Dominos and Pizza
Corner only, and that to Dominos and Pizza Corner of Rajahmundry.
 We are concise to particular segment of customers only

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 Chapter 2
INDUSTRY PROFILE
&
COMPANY PROFILE

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 INDUSTRY PROFILE

Food diversity in India is an implicit characteristic of India’s diversified culture

consisting of different regions and states within. Traditionally, Indians like to have home-
cooked meals – a concept supported religiously as well as individually. However, with times
due to increasing awareness and influence of western culture, there is a slight shift in food
consumption patterns among urban Indian families. It started with eating outside and moved
on to accepting a wide variety of delicacies from world-over. Liberalization of the Indian
economy in the early 1990s and the subsequent entry of new players set a significant change
in lifestyles and the food tastes of Indians. Fast food is one which gained acceptance of
Indian palate after the multinational fast food players adapted the basic Indian food
requirements viz. vegetarian meals and selected non-vegetarian options excluding beef and
pork totally from their menu. Multinational fast food outlets initially faced protests and non-
acceptance from Indian consumers. This was due to primary perception that these fast food
players serve only chicken and do not serve vegetarian meals perceived expensive besides
being out-of-way meals in Indian culture. Today, fast food industry is getting adapted to
Indian food requirements and is growing in India. It is gaining acceptance primarily from
Indian youth and younger generations and is becoming part of life. Keeping in view the
Indian habits and changing preferences towards food consumption, this study has its focus to
understand the factors affecting the perception of Indian youth, in the age group of 20-30
years, towards consumption of fast food as well as towards making choice of fast food
outlets. Fast food is a very fast growing industry in world as well as in India especially in
urban areas (small and large cities). However, not much research literature is available on fast
food preferences of consumers’ especially young consumers in India. This article that is
based on an exploratory study is an effort to fill that gap in the literature in the context of
North India. Industry Analysis
The pizza industry is a highly competitive and mature market. There are over 150
well known Pizza franchises, which account for about 60% of the market.11 the top ten pizza
franchises are shown in Figure E. Along with the well-known franchises there are an
unknown number of local pizzerias throughout the world. New franchisees and smaller
pizzerias are continually opening, which create more competition throughout the industry.

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 The industry has faced some hardships with the trends of society and declining
economy. Consumers now are requesting healthier choices for themselves and their families.
Many people are also more interested in where the products are produced and what
ingredients go into making their food. To combat this health awareness among consumers,
pizza restaurants are trying ton change their dough by having healthier fats, which is done by
incorporating more whole wheat into their crusts. The pizza toppings are also becoming
healthier, and some pizzerias are introducing salads into their menus.
The rise in minimum wage has also posed obstacles for the industry, requiring more of their
operating income to be dedicated to labour costs. The increase in the price of inputs has also
changed their profitability. The cost of wheat has tripled, cutting the amount of profit per
pizza. Another impact of the pizza industry is the use of mobile technology. The popularity of
the Internet and the ability to order a pizza on the computer or on a mobile device has
changed the industry significantly. Many companies offer online orders and some are
offering orders through text messages. In 2007, the Associated Press stated that, “U.S. online
sales have been growing at an average clip of more than 50 percent per year. In 2001, the
chain's online sales totalled $20.4 million. Last year, its online sales approached $400
million.”12 Over the past few years, there have been many significant changes throughout the
pizza making and delivering industry. Prices vary greatly from country to country.

Pizza is one American export that India simply can’t eat enough of, according to leading
Indian market research firm CRISIL Research, in a recent study of India’s flourishing fast
food industry.

Michigan’s world famous Domino’s Pizza, Inc has the greatest market share of any foreign
fast-food operator in India, cornering 20 percent of the market owned by foreign brands --
about double that of McDonald’s Corp. , Kentucky Fried Chicken, Subway and Pizza Hut.

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Indian Fast Food Market Share, 2014, Based On Operational Outlets, CRISIL Research
Report Sept 2014 CRISIL Research

“If you look at the number of stores, very clearly Domino’s is ahead,” said Ajay D’souza, a
research director at CRISIL, a unit of Standard & Poor’s Financial Services LLC, to
International Business Times.

Domino’s has adopted an aggressive approach of expanding into smaller and lesser-known
Indian cities, where they can best rivals like McDonald’s because Domino’s typically needs
less land and financing for a store, D’Souza said.

That, in turn, is because Domino’s has focused on home delivery.

“In the case of McDonald’s, stores are larger, and to get those kind of outlets in tier 2 and tier
3 cities is likely more difficult,” he said.

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Domino’s is also ahead in tweaking its menus so as to cater to local tastes, said Dsouza, a
path McDonald’s has only just adopted. D’Souza cited Paneer Tikka topping at Domino’s,
which involves locally-styled cottage cheese and a so-called Manchurian pizza.

Domestic Indian companies have also cashed in on the pizza trend. Many local brands offer
pizza, like Pizza Corner, Smokin’ Joe’s or US Pizza, besides South Indian fine diners who
increasingly serve pizza.

According to market researcher Euromonitor International, which tracks fast food markets in
several countries, pizza has boomed in the past three years especially.

Pizza Hut added 45 new outlets in 2012, while Domino’s opened 113 outlets in the year,
reaching 522 outlets in 2012, the firm said.

As with much other fast food, urbanization and more households with two breadwinners have
spurred this growth, wrote Euromonitor analyst Sunita Barlota in an email to IBTimes.

Pizza can also be compared specifically to chicken fast food, Barlota said. The chicken fast-
food market is forecast to reach 13 billion rupees ($207 million) in 2014, while pizza
consumers are projected to be worth 23 billion rupees in 2014.

One reason for the difference: “The size of pizza consumer foodservice is larger because of
the huge vegetarian population in India,” Barlota wrote.

And other types of fast food are taking off in India, too, including Latin American fast food,
spurred on by the recent success of Taco Bell Corp.

Still, according to CRISIL, pizza accounts for 47 to 50 percent of overall fast food revenue,
compared to 36 percent from sandwiches. The remaining 14 percent is split by other assorted
fast foods.

Competition between Pizza Hut and Domino’s has heated up, too, said Barlota. Domino’s
launched its ‘Pehli Kamai’ campaign, offering pizza at 44 rupees (less than $1) each, just as
Pizza Hut uses social media to offer 23 percent discounts. A constant flow of new products
from both is also evident, she said.

“Both these brands have launched value for money food offerings which do not pressure on
the consumer’s wallets,” wrote Barlota.

That mimics one trend in U.S. fast food, where giants like McDonald’s and Burger King
Worldwide Inc (NYSE:BKW) offer dollar menus and steep discounts in an ongoing price

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war, to offset depressed consumer spending. Another similarity is expansion into offerings
for all times of the day, so that breakfast and post-midnight options are on the table, as
Domino’s has started to do in alliance with Dunkin’ Donuts (Nasdaq:DNKN) in India.

Neither Domino’s nor McDonald’s breaks out revenues specific to India. Representatives
from the two companies didn’t return requests for comment on their Indian business strategy
or on their next steps in the country.

India’s is Domino’s fastest growing market, Domino’s CEO Patrick Doyle told the Ann
Arbor News in early September.

“Opportunity for us is largely now driven by sheer scale of population,” Doyle told the
newspaper then. “The bigger the country, the bigger the opportunity.”

According to CRISIL’s report, the Indian fast food market will more than double to 70 billion
rupees over the next three years, from 34 billion in 2013,2014.

The Pizza Franchise Industry

Pizza franchises are often considered part of the general fast food franchise industry.
Nevertheless, the pizza franchise industry has grown so much over the years that it warrants
its own section in our comprehensive food franchise report.

According to the t from PMQ Pizza Magazine, the pizza industry is mirroring the recovery of
the overall restaurant industry. The report shows a third consecutive year of growth with
annual sales of over $36 billion.

Commodity prices, particularly milk, cheese and wheat, have widely affected the industry in
recent years. If commodity prices rise, as they are expected to do through 2017, pizza
franchises and independent operators may have to consider raising prices to offset the
increase, or find creative ways to absorb extra production costs, such as offering different
menu items.

Operating a pizza franchise provides numerous advantages for franchisees versus their
independent pizzeria counterparts. These advantages include an established business model,
access to a larger pool of resources, and the marketing benefits that come with the experience

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and branding of a recognized pizza provider, all of which are evidenced in sales numbers.
Although independent pizzerias outnumber franchise counterparts, pizza chains account for
60 percent of pizza sales in the U.S. while only accounting for 47 percent of the total number
of pizzerias.

What is an emerging trend in pizza franchising?

The pizza franchise industry is already one of the most diverse when considering how the
industry delivers product to customers. The four current modes are: sit-down, delivery,
carryout and take-and-bake. A fifth method of delivery is now emerging. Could the pizza guy
be learning something from the ice cream man?

Food trucks are a hot trend in the general food industry, and pizzerias are starting to see their
relevance to better serve customers in new ways. The benefits of using a food truck/mobile
kitchen can be plentiful:
 Creates potential new revenue streams via impulse purchases and catering opportunities
 Enhances brand marketing as a rolling billboard
 Opportunities to try out new locations
 Gives new customers a chance to sample the pizzeria’s goods

One variable franchises will have to consider before initiating a mobile kitchen strategy is
cost. Scott Iverson, Toppers Pizza's director of marketing, says their first truck was built for
approximately $160,000 but could have possibly cost less. Owners who choose to embark on
this venture will have to first decide whether they want to purchase a new, used, or
conversion made trailer, truck or van. It’s important that owners of pizzeria mobile kitchens
make decisions with maintenance and repair requirements and costs in mind.

The most well-known franchises currently haven’t adopted this method of delivery though if
the model proves successful for other pizzerias it will undoubtedly soon become part of the
mainstream pizza franchise industry.
Looking Beyond the U.S. Border
As of July 2014, 52 percent of Domino’s Pizza franchises are outside of the United States.
That statistic underscores how important international development has been for pizza

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franchises. In which countries are pizza franchises finding a less saturated yet promising
market? Here are a few:
Domino’s, Papa John’s, Little Caesars, California Pizza Kitchen, Pizza Hut and Sbarro are
among the franchises that want a piece of the action in India. In fact, India is such an
important market to Pizza Hut’s parent company Yum! Brands that it spun its Pizza Hut India
division off into a standalone business segment—a move only previously done with China.

Unsurprisingly, China is a country that many franchisors would love to gain a piece of the pie
in. Pizza Hut is currently the largest pizza chain in the country with Papa John’s following.
Challenges for pizza franchisors entering the Chinese market include a traditional Chinese
diet excluding dairy products.

Russia is another country pizza franchises are looking into for expansion opportunities. The
variety of offerings is important in Russia, where franchises often compete with Asian food
restaurants for business. As a result, pizza franchises also commonly offer items such as fish
soup, pulled-pork pasta and borscht.

“Local knowledge and ownership are critical to our success overseas,” says J. Patrick
Doyle, Domino’s CEO. The same applies to other franchises, which often base much of their
success on understanding the local palate.

Successful pizzerias have to tailor their wares to fit local tastes and pizza franchisees benefit
from pizza’s already robust reputation as one of the most versatile meals in the world. Pizza
toppings and combinations are limitless, which works well with adaptations for international
expansion. Consider this list of popular pizza toppings around the world:
 Russians enjoy red herring pizza or mockba pizza, a topping comprised of a combination
of sardines, tuna, mackerel, salmon, and onions
 Brazilians have a preference for little or no sauce on their pizzas, with popular toppings
such as fruit, corn, potato sticks, ketchup, mustard and mayo
 Australians enjoy shrimp and pineapple as well as barbeque toppings
 In Costa Rica, coconut is a popular pizza topping
 A number of Japanese consumers top their pizzas with eel and squid

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 In India, people like pizza topped with paneer (an unsalted cheese) and a variety of
peppers

There are several factors to consider when opening a franchise that go beyond finances.
Consider this snapshot of one factor before a brief look at a couple of financial aspects to
research for your franchise investment.

Variety of Models
In response to the credit crunch that many prospective franchisees are facing, several
franchises have developed different franchise models. These different franchise models are
designed with the goal of allowing prospective franchisees a somewhat easier path to
ownership.
For example, around 2009 Pizza Hut unveiled a Delco Lite model (“Delco” is Pizza Hut
corporate shorthand for delivery and carryout). The Delco Lite Pizza Hut model is a more
streamlined version of the company’ s traditional “Red Roof” style and allows the franchisee
to open a location without spending nearly as much.

The Delco Lite model also helps with the hunt for real estate. Many shopping centers and
strip malls have higher vacancy rates since the recession. Franchisees can target these areas
for development since the size of a Delco Lite is comparable to a retail outlet.

If you are interested in a certain franchise brand, be sure to research what kind of models they
offer. The franchise may have one that makes your investment more reasonable based on
your particular situation.

Initial Investment
Investment costs vary for different franchises depending on the particular business system
and execution requirements. The following charts demonstrate, by comparison, initial costs
associated with opening one of the 10 sample franchises presented.

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Initial costs associated with opening a franchise include the franchise fee, training expenses
(such as travel and living expenses, not the actual training courses), grand opening marketing
costs, and more. One major variable in the initial investment into a franchise is the cost of
real estate. Some franchisors may not include land or real estate costs in estimates because of
the price variation between locations and whether their franchise system requires a new rather
than leased building.

Ongoing Fees
The length of the initial franchise agreement terms for the 10 franchise samples ranges
between five and 20 years, with the most common term being 10 years. Throughout the
length of the agreement there will be costs for being a part of the franchisor’s business
system.

These costs include items such as royalty fees, charges for technical support and marketing
costs. The most common is the royalty fee and below is a look at royalty rates for each of the
sample franchises.

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 Company profile
DOMINOS:

Domino's Pizza is an American restaurant chain and international franchise pizza

delivery corporation headquartered at the Domino Farms Office Park (the campus being
owned by Domino's Pizza co-founder Tom Monaghan) in Ann Arbour Charter Township,
Michigan, United States, near Michigan. Founded in 1960, Domino's is the second-largest
pizza chain in the United States (after Pizza Hut)and the largest worldwide, with more than
10,000 corporate and franchised stores in 70 countries. Domino's Pizza was sold to Bain
Capital in 1998 and went public in
In 1960, Tom Monaghan and his brother, James, purchased Dominick’s, a small pizza store
in Ypsilanti, Michigan, near Eastern Michigan University. The deal was secured by a $75
down payment and the brothers borrowed $900 to pay for the store. Eight months later, James
traded his half of the business to Tom for a used Volkswagen Beetle. In 1965, Monaghan
renamed the business Domino's Pizza, Inc. In 1967, the first Domino's Pizza franchise store
opened in Ypsilanti.[8] The company logo was originally planned to add a new dot with the
addition of every new store, but this idea quickly faded, as Domino's experienced rapid
growth. The three dots represent the stores that were open in 1969.Reflecting Domino's
growth, the company had expanded to 200 stores by 1978. In 1975, Domino's faced a lawsuit
by Amstar Corporation, the maker of Domino Sugar, alleging trademark infringement and
unfair competition. On May 2, 1980, the Fifth Circuit Court of Appeals in New
Orleans found in favour of Domino's Pizza.
International expansion
Domino's outlet in Himayatnagar, Hyderabad, Andhra Pradesh, India.
On May 12, 1983, Domino's opened its first international store, in Winnipeg, Manitoba,
Canada. That same year, Domino's opened its 1,000th store overall. In 1985, they opened
their first store in the United Kingdom in Luton. Also in 1985, Domino's opened their first
store in Tokyo, Japan. By 1995, Domino's had expanded to 1,000 international locations. In
1997, Domino's opened its 1,500th international location, opening seven stores in one day
across five continents. From 2007 to 2012, Domino's gradually established a presence in
India with at least 1,000 locations by 2012. By 2014 the company had grown to 6,000
international locations and was planning to expand to the pizza's birthplace, Italy. CEO
Patrick Doyle in May 2014 said the company would concentrate on its delivery model there.

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In 1998, after 38 years of ownership, Domino's Pizza founder Tom Monaghan announced his
retirement, sold 93 percent of the company to Bain, Inc. for about $1 billion, and ceased
being involved in day-to-day operations of the company. A year later, the company
named David A. Brandon CEO .Domino's Pizza logo used from 1996 until 2012 (in the
United States and the United Kingdom; 2013 in Japan; to present day in the other countries)
The exterior of a Domino's Pizza store in Spring Hill, Florida.
A Volkswagen Jetta Domino's Pizza delivery car
In 2004, after 44 years as a privately held company, Domino's began trading common stock
on the New York Stock Exchange under the ticker symbol "DPZ". Industry trade
publication Pizza Today magazine named Domino's Pizza "Chain of the Year" in 2003, 2010,
and 2011. In a simultaneous celebration in January 2006, Domino's opened its 5,000th U.S.
store in Huntley, Illinois, and its 3,000th international store in Panama City, Panama making
8,000 total stores for the system. In August 2006, the Domino's location in Tallaght ,Dublin,
Ireland, became the first store in Domino's history to hit a turnover of $3 million (€2.35
million) per year. As of September 2006, Domino's has 8,238 stores worldwide, which
totaled $1.4 billion in gross income.
In 2007, Domino's introduced its Veterans Delivering the Dream franchising program and
also rolled out its online and mobile ordering sites. In 2008, Domino's introduced the Pizza
Tracker, an online application that allows customers to view the status of their order in a
simulated "real time" progress bar. The first Domino's with a dining room opened
in Stephenville, Texas, giving the customers the option to either eat in or take their pizza
home. Since 2005, the voice of Domino's Pizza's US phone ordering service 1-800-
DOMINOS has been Kevin Rails back.
In a 2009 survey of consumer taste preferences among national chains by Brand Keys,
Domino's was last — tied with Chuck E. Cheese's. In December that year, Domino's
announced plans to entirely reinvent its pizza. It began a self-criticizing ad campaign in
which consumers were filmed criticizing the then-current pizza's quality and chefs were
shown developing a new pizza. The new pizza was unveiled that same month. The following
year, 2010 and Domino's 50th anniversary, the company hired J. Patrick Doyle as its new
CEO and experienced a historic 14.3% quarterly gain. While admitted not to endure, the
success was described by Doyle as one of the largest quarterly same-store sales jumps ever
recorded by a major fast-food chain.
In 2012, Domino's Pizza removed the word "Pizza" from their logo, to emphasize their non-
pizza products. At the same time, Domino's introduced a new logo that removed the blue
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rectangle and text under the domino in the logo, and changed the formerly all-red domino to
be blue on the side with two dots and red on the side with one dot.
A make line at a Domino's
The Domino's menu varies by region. The current Domino's menu in the United States
features a variety of Italian-American entrees and side dishes. Pizza is the primary focus, with
traditional, specialty, and custom pizzas available in a variety of crust styles and toppings. In
2011, Domino's launched artisan-style pizzas. Additional entrees include pasta, bread bowls,
and oven-baked sandwiches. The menu offers chicken side dishes, breadsticks, as well as
beverages and desserts
From its founding until the early 1990s, the menu at Domino's Pizza was kept simple relative
to other fast food restaurants, to ensure efficiency of delivery. Historically, Domino's menu
consisted solely of one pizza in two sizes (12-inch and 16-inch), 11 toppings, and Coca-Cola
as the only soft drink option.
The first menu expansion occurred in 1989, with the debut of Domino's deep dish
or pan pizza. Its introduction followed market research showing that 40% of pizza customers
preferred thick crusts. The new product launch cost approximately $25 million, of which $15
million was spent on new sheet metal pans with perforated bottoms. Domino's started testing
extra-large size pizzas in early 1993, starting with the 30-slice, yard-long "The Dominator".
Domino's tapped into a market trend toward bite-size foods with spicy Buffalo Chicken
Kickers, as an alternative to Buffalo Wings, in August 2002. The breaded, baked, white-meat
fillets, similar to chicken fingers, are packaged in a custom-designed box with two types of
sauce to "heat up" and "cool down" the chicken.
In August 2003, Domino's announced its first new pizza since January 2000, the Philly
Cheese Steak Pizza. The product launch also marked the beginning of a partnership with
the National Cattlemen's Beef Association, whose beef Check-Off logo appeared in related
advertising.Domino's continued its move toward specialty pizzas in 2006, with the
introduction of its Brooklyn Style Pizza, featuring a thinner crust, cornmeal baked in to add
crispness, and larger slices that could be folded in the style of traditional New York-style
pizza.
In 2008, Domino's once again branched out into non-pizza fare, offering oven-baked
sandwiches in four styles, intended to compete with Subway's toasted submarine sandwiches.
Early marketing for the sandwiches made varied references to its competition, such as
offering free sandwiches to customers named "Jared," a reference to Subway's spokesman of
the same name.
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The company introduced its American Legends line of specialty pizzas in 2009, featuring
40% more cheese than the company's regular pizzas, along with a greater variety of
toppings.That same year, Domino's began selling its Bread Bowl Pasta entree, a lightly
seasoned bread bowl baked with pasta inside, and the Lava Crunch Cake dessert, composed
of a crunchy chocolate shell filled with warm fudge. Domino's promoted the dessert by flying
in 1,000 cakes to deliver at Hofstadter Bluffs Visitor Centre near Mount St
Helens in Washington State.
In 2010, shortly after the company's 50th anniversary, Domino's changed its pizza recipe
"from the crust up", making significant changes in the dough, sauce, and cheese used in their
pizzas. Their advertising campaign admitted to earlier problems with the public perception of
Domino's product due to taste issues.
After a stock low point in late 2009, the company's stock had grown 233 percent by late
2011. Even as the American economy has suffered and unemployment has risen, Domino's
has seen its sales rise dramatically through its efforts to rebrand and retool its pizza.
Beverages
Domino's serves Coca-Cola products and is the only "Big Four" pizza chain to do so.
Rivals Papa John's Pizza and Little Caesars sold Coca-Cola in the past, but both switched to
Pepsi, in 2012 and 2007, respectively. Pizza Hut, due to its previous ownership by PepsiCo,
has a lifetime contract to sell Pepsi products. Domino's Pizza in Mexico switched to Pepsi in
November 2012 and Domino's Pizza in Pakistan is with Pepsi as well.
In September 2012, Domino's announced it was going to roll out a pan pizza on September
24, 2012. Following this move, the Deep Dish pizza was discontinued after 23 years of being
on the menu.
In December 2013, Domino's Pizza, in Israel, unveiled its first vegan pizza, which uses a soy-
based cheese substitute.
Domino's Pizza corporate headquarters within the Domino's Farms Office Park.
Domino's management is led by J. Patrick Doyle, CEO from March 2010, formerly president
of Domino's USA. Previous chief executive David, made the athletic director of
the University of Michigan in January 2010, remains chairman. Among 11 executive vice
presidents are Michael Lawton, CFO; Steve Akimbo, Team USA; Scott Hinshaw, Franchise
Operations and Development; and Kenneth Rollin, General Counsel.Domino's operations are
overseen by a board of directors led by Brandon. Other members of the board are Andrew
Balson, Diana Cantor, Mark Nunnelly, Robert Rosenberg and Bud Hamilton.

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In 2001, Domino's launched a two-year national partnership with the Make-A-Wish
Foundation of America. That same year, company stores in New York City and Washington
D.C. provided more than 12,000 pizzas to relief workers following the September 11
attacks on the World and The Pentagon. Through a matching funds program, the corporation
donated $350,000 to the American Red Cross' disaster relief effort. In 2004, Domino's began
a partnership with St. Jude Children's Research Hospital, participating in the hospital's
"Thanks and Giving" campaign since the campaign began in 2004, and raising more than
$1.3 million in 2006.
Arie Luyendyk's Lola-Chevrolet which won the 1990 Indianapolis 500for Doug Shierson
Racing.In the 1980s, Domino's Pizza was well known for its advertisements featuring the
Noid. That concept was created by Group 243 Inc. who then hired Will Vinton Studios to
produce the television commercials that they created. The catchphrase associated with the
commercials was "Avoid the Noid."
Due to a glitch on the Domino's website, the company gave away nearly 11,000 free medium
pizzas in March 2009. The company had planned the campaign for December 2008 but
dropped the idea and never promoted it. The code was never deactivated though and resulted
in the free giveaway of the pizzas across the United States after someone discovered the
promotion on the website by typing in the word "bailout" as the promotion code and then
shared it with others on the Internet. Domino's deactivated the code on the morning of March
31, 2009 and promised to reimburse store owners for the pizzas.Domino's
sponsored CART's Doug Shierson Racing, which was driven by Arie Luyendyk and won
the 1990 Indianapolis 500. In 2003, Domino's teamed up with NASCAR for a multi-year
partnership to become the "Official Pizza of NASCAR." Domino's also sponsored
Michael and driver David Reutimann during the 2007 season in the NASCAR Sprint Cup
Series.
Starting in 1973, Domino's Pizza had a guarantee that customers would receive their pizzas
within 30 minutes of placing an order or they would receive the pizzas free. The guarantee
was reduced to $3 off in the mid 1980s. In 1992, the company settled a lawsuit brought by the
family of an Indiana woman who had been killed by a Domino's delivery driver, paying the
family $2.8 million. In another 1993 lawsuit, brought by a woman who was injured when a
Domino's delivery driver ran a red light and collided with her vehicle, the woman was
awarded nearly $80 million, but accepted a payout of $15 million. The guarantee was
dropped that same year because of the "public perception of reckless driving and
irresponsibility", according to then-CEO Tom Monaghan.
22
In December 2007, Domino's introduced a new slogan, "You Got 30 Minutes", alluding to
the earlier pledge but stopping short of promising delivery in a half hour.
The company continues to offer the 30 minute guarantee for orders placed in its stores
situated in Colombia, India, Vietnam, and Turkey.
In Malaysia and Singapore, a refund is instead substituted with a "Free Regular Pizza
Voucher".
In India, the guarantee is for ₹300 ($5) and is valid for an order of less than 4 pizzas.
International operations[edit
Map showing Domino's Pizza's global locations.
Domino's Pizza currently has locations in 73 countries. It has its stores in 5,700 cities
worldwide (2,900 international and 2,800 in the US). Domino's has 10,566 stores as of the
third quarter of 2013, with 750 in the UK, 4,900 in the US, and 650 in India. In most cases,
Domino's has master franchise agreements with one company per country, but three
companies have acquired multiple master franchise agreements, covering a number of
countries:
The rights to own, operate, and franchise branches of the chain in Australia, New
Zealand, France, Belgium, the Netherlands, and Monaco are currently owned by
Australian Domino's Pizza Enterprises, having bought the master franchises from the parent
company in 1993 (Australian and New Zealand franchises) and 2006 (European franchises).
The master franchises for the UK and Ireland were purchased in 1993 by the British publicly
listed Domino's Pizza Group, which acquired the master franchise for Germany in 2011 and
Switzerland, Liechtenstein, and Luxembourg in August 2012 by buying the Swiss master
franchise holder, with an option to acquire the Austrian master franchise as well. The master
franchises for India, Nepal, Sri Lanka, and Bangladesh are currently owned by the Indian
company Jubilant Food Works.
India has become the largest international market for Domino's outside its home market.
Indian pizza flavours like paneer pizza, chicken tikka masala pizza, and kheema do pyaza
pizza are selling internationally.
In 2013, Domino's UK and Ireland published a video showing a proof-of-concept
"DomiCopter", a drone capable of delivering a pizza.

23
 Pizza Corner

Pizza Corner is an international franchise of pizzeria chains that offers a wide range
of pizzas, pastas and side dishes from chicken wings to salads. Pizza Corner operates as both
standalone restaurants or combined with other Global Franchise Architects brands such
as Coffee World or Cream & Fudge. Its service formats include: large dine-in restaurants,
delivery outlets, express dine-ins, and express kiosks.
Pizza Corner is a brand of Global Franchise Architects (GFA), a Geneva, Switzerland-based
company that builds, operates, and franchises a specialty food service brands.
All Pizza Corner restaurants and kiosks are designed by Itorama and built by Interbuild
Solutions, two companies that are part of the Synergy One Group.
Founded by Fred Mouawad, the first Pizza Corner opened in Chennai, India in 1996.By 2004,
Mouawad had bought out the shares held by his equity partners and formed the Global
Franchise Architects. It now operates over 100 restaurants and delivery outlets in five
countries: Bangladesh, China, India, Myanmar, and Thailand.
As with all GFA brands, Pizza Corner utilizes the services of its partners under the Synergia
One Group: Synova Foods, for its product development and production and Itorama which
manages GFA’s restaurant designs, advertising and website development.
In 1998, Pizza Corner launched the Food for Good program in association with the Don
Bosco Yuva Kendra as part of the initiative to help provide education to 20 deserving street
children in Bangalore, India
Pizza Corner in Andhra Pradesh
Unlike their Indian counterparts, Pizza Corner in Bangladesh serve halal-friendly menu
including beef. It operates together with existing Coffee outlets throughout the capital
city Dhaka. ETCETERA Bangladesh Pte Ltd is the franchise owner of Pizza Corner in the
country.
Pizza Corner's operations in China are concentrated on the tourist-friendly Hainan Island,
especially on the capital city Haikou and the seaside district of Sanya. Emperor Food
Franchise Concepts Ltd opened the first Pizza Corner outlet on Hainan Island in 2007.
Started operating in 1996 in Chennai, Pizza Corner's market reach spread to much of southern
India and even parts of Andhra Pradesh and West Bengal with over 54 pizzerias and express
delivery outlets. In 2001 Pizza Corner expanded to the North, opening ten outlets in
Delhi.] Beef and pork products are not served due to a significant
Hindu and Muslim population in the market. Alternative pizza products were developed that
24
use vegetarian ingredients and pork/beef alternatives like lamb. Pizza Corner India Pvt Ltd is
the franchise owner of Pizza Corner in the country.

25
 Chapter 3
Theoretical Framework

26
 Theoretical Framework

Brand awareness

Brand! Brand!! Brand!!! That’s the message for the late 90`s and beyond (Tom peters in the
circle of innovation 1997)
(1) Brands are everywhere today, in familiar places and also in distant lands where you might
not expect. Stickers on soccer goals,‟6‟or‟4‟ play cards in a cricket match kids chirpily
proclaiming . Clothing, household items, buildings buses, taxies, milk packets etc., all contain
advertisements which symbolizes brands of the sponsors. On the internet they pop up out of
nowhere trying to sell something. It, therefore, won’t be wrong to say “the world is under
brand bombardment”. Why? It is because a physical product is only a part of the product
image. It cannot stand alone before the potential buyer. Products may have peripheral or
associated attribute to facilitate its identification and acceptance by the buyers. It is the
brands, the ideas, words graphics, designs and sounds that symbolizes products, services and
Companies behind them and they are hot and happening in business today. Branding is a
process of stamping a product or a group of products or something else which the marketer
offers, with some identifying name and
Recognized in the market from rival offerings. The word brand is a comprehensive term. It
can encompass a name, a word, a phrase, a design, a symbol or a combination of these
elements in order to distinguish one product from another. A brand, by definition, is a short
hand description of a package of value, on which consumes can rely to be consistently the
same or better over a period of time. A brand stars as a product and a name, but much can be
built on the name. a brand identifies the product for a buyer and gives seller a chance to
earn goodwill and repeated patronage. The owner of a registered brand personally stands
behind the branded product and offers personal guarantee for maintaining the quality and
standards of the product. A genuine brand has three basic characteristics The internalized
sum of impressions as received, by the consumers, leading to a distinctive position, in their
mind space, based on emotional and functional benefits.

27
(2) Evolutions of Brands- Brands start off as products made out of certain ingredients over a
period of time, brands are built through marketing activities and communication. They keep
on acquiring attributes, core values and extended values.

Consumer preferences towards brand indicate the following:-

1. Brand Unawareness- A buyer has no knowledge of the existence of the brand.
2. Brand Awareness- A buyer is aware of the existence of the brand but the knowledge
about it is limited and obviously has no particular emotional attachment to it as a result he
may or may not think of purchasing the brand.
3. Brand Acceptance- A buyer can buy the brand as he has no negative feeling about the
brand but he has open mind to try another brand.
4. Brand Preference- The buyer favours a particular Brand but he can think for other brand
which is next in his preference schedule.
5. Brand Loyalty-The attachment towards a particular Brand is very strong and if the brand
is unavailable, only then, he can think of buying another brand.
6. Brand Insistence- A buyer insists on purchasing and one brand only and will not at all
accept a substitute.
7. Brand Equity- In the 80s much of the growth of the giant consumer product corporation
was achieved by a strategy of acquiring valuable brand names from other companies, often
the price paid for such transaction is huge. This is quite obvious that brand names that are
well known and wee liked by the consumer have greater equity hence are worth more, David
Aaker feels (4). Brands have equity because they have high awareness, many loyal
consumers, a high reputation for perceived quality.

To understand better the choice of brand from the consumers’ perspective it is important to
have an idea of the consumers’ behaviour and their view of brands. There are four types of
consumer behaviour: rational, unconscious, learned and social behaviour. The different
behaviours are characterized by the order of the three steps: knowledge, attitude and action.
Rational behaviour: If consumers have a rational behaviour, they start to get some knowledge
about the product and what the market may offer. By evaluating the information they get an
attitude towards the product and finally they act; either buying the product or not.
Unconscious behaviour: When consumers have an unconscious behaviour they start with an
attitude towards the product and the attitude comes from emotions and feelings. From the

28
attitudes the consumers find information about the product and from that they get knowledge.
At last they have the action, their choice.

Learned behaviour: Reflexes settle the choice of product. When the consumers choose a
product they do not plan their choice; they do it by habit. Social behaviour: When consumers
have a social behaviour they choose the products depending on what social environment they
live in. Their lifestyle, status and influence from others decide what product they will buy.

Brand equity refers to the marketing effects or outcomes that accrue to a product with its
brand name compared with those that would accrue if the same product did not have the
brand name. And, at the root of these marketing effects is consumers' knowledge. In other
words, consumers' knowledge about a brand makes consumers respond differently to the
marketing of the brand. The study of brand equity is increasingly popular as some marketing
researchers have concluded that brands are one of the most valuable assets of the company.

Brand awareness can be measured by showing a consumer the brand and asking whether or
not they knew of it beforehand. However, in common market research practice a variety of
recognition and recall measures of brand awareness are employed all of which test the brand
name's association to a product category cue. This came about because most market research
inthe 20th Century was conducted by post or telephone, actually showing the brand to
consumers usually required more expensive face-to-face interviews. This has led many
textbooks to conceptualize brand awareness simply as its measures, that is, knowledge that
the brand is a member of a particular product category, e.g. soft-drinks. Examples of such
measures include:

• Brand recognition - Either the brand name or both the brand name and category name are
presented to respondents.

• Brand recall - the product category name is given to respondents who are asked to recall as
many brands as possible that are members of the category.

• Top of mind brand awareness - as above, but only the first brand recalled is recorded.

29
current studies on brand awareness

The current study brand awareness of consumers with respect to Dominos and Pizza Corner
This gives us that how these brands are penetrating into the market through advertisement.
And we can know about the market strategies, and gives us the practicality of the marketing
theory into the market.

30
Brand Awareness with Reference to
Domino’s &Pizza Corner

31
Brand Awareness with Reference to Dominos’ Pizza in Rajahmundry.
In the case I get the information from the following persons

1. Domino’s branch manager(Mr.k Raghu ram)

2. Customers
3. Pizza delivery boys,

Brand Awareness with Reference to PIZZA corner in Rajahmundry at thilak road.

In the case I get the information from the following persons

1. Domino’s branch manager(Mr.m.v.v satyanarayana)

2. Customers
3. Pizza delivery boys,

Ambience:

i. Ambience at Domino’s is much better than the Pizza Corner

ii. Domino’s maintain good atmosphere.
iii. Domino’s has better parking place than the Pizza Corner
iv. The domino’s is located in an attractive location

Service time:

i. Domino’s and Pizza Cornertake almost same strategies on the service

time
ii. They provide good service tothe customers
iii. Both companiesdeliverpizza at the right time to the customers.

Taste:

i. The Domino’s pizza, burger are of better taste compared to the Pizza
Corner products.
ii. Both companies’ maintain good quality of products.

32
Quality:

i. The quality of food services is domino’s the better than thePizza Corner
ii. Domino’s use quality products.
iii. Reliability of the Dominos is better than Pizza Corner

Price:

i. Price of food of the Dominos is lower than Pizza Corner

ii. Therefore many people prefer to go to Domino’s.

Billing:

i. The two companies maintain the same strategies on the billings.

The two company’s follow different strategies of customer attraction.

33
 Chapter -4
Data analysis and interpretation

34
 Data analysis and interpretation
No of respondents: 30
How do you know about Domino’s and Pizza Corner?

TV Online advertisement Tele advertisement Through friends

advertisement
8 5 4 13

13

5
4

How do you Know Tv advertisment on line advertisment Tele advertisment Through friends
about dominios and
pizza corner?

Data analysis and interpretation:

The above table shows that TV advertisement ,and 5 people through online advertisement ,
4members through tele advertisement ,13 members through friends.

From this we can know that most of them are came to know through friends.

35
Which of the following offers best verity of menu?
No of respondents:30

Dominos Pizza Corner

Strongly agree 4 1
Agree 13 7
Neither agree nor disagree 3 0
Disagree 2 0
Strongly disagree 0 0

25

20

Strongly disagree
15
Disagree
Neither agree
Agree
10
strongly agree

DominosPizza Corner
Data analysis and interpretation :
The above table shows that 22 customers opt for the Dominos and 8 customers opt for the
Pizza Corner, so we can say that verity of food provided by the Dominos is better than Pizza
Corner

36
Which of the following offers best quality of product?

Dominos Pizza Corner

Strongly agree 11 3
Agree 10 0
Neither agree nor disagree 3 0
Disagree 3 0
Strongly disagree 0 0

30

25

20
strongly disagree
15
Disagree

10 Neither agree

Agree
5
strongly agree

Dominos Pizza Corner

Data analysis and interpretation:

From the above bar graph we can say that 27 people opt for the Dominos and3 people opt for
the Pizza Corner
so we can say that verity of quality of food provided by the Dominos is better than Pizza
Corner

37
Which of the following having the better Ambience?

Dominos Pizza Corner

Strongly agree 5 2
Agree 14 2
Neither agree nor disagree 3 1
Disagree 0 0
Strongly disagree 0 0

30

25
strongly disagree
Disagree
20
Neither agree
Agree
15
strongly agree

10

Dominos Pizza Corner

Data analysis and interpretation:

From the above bar graph we can say that 22 people opt for the Dominos and5 people opt for
the Pizza Corner
so we can say that ambience of the Dominos is better than Pizza Corner

38
Which of the following is maintaining best hygienic premises?

Dominos Pizza Corner

Strongly agree 8 1
Agree 11 5
Neither agree nor disagree 0 4
Disagree 1 0
Strongly disagree 0 0

30

25
strongly disagree
20 Disagree
Neither agree
15 Agree
strongly agree
10

Dominos Pizza Corner

Data analysis and interpretation:

From the above bar graph we can say that 20 people opt for the Dominos and10 people opt
for the Pizza Corner
so we can say that hygienic premises of the Dominos is better than Pizza Corner

39
Which of the following is having the better price of food?
No of respondents:30

Dominos Pizza Corner

Strongly agree 7 2
Agree 10 8
Neither agree nor disagree 0 0
Disagree 3 0
Strongly disagree 0 0

25

20

strongly disagree
15
Disagree
Neither agree

10 Agree
strongly agree

Dominos Pizza Corner

Data analysis and interpretation:

From the above bar graph we can say that 20people opt for the Dominos and10 people opt for
the Pizza Corner
so we can say that price of food of the Dominos is better than Pizza Corner

40
Which of the following company having the best taste in the food?

Dominos Pizza Corner

Strongly agree 5 2
Agree 16 4
Neither agree nor disagree 2 1
Disagree 0 0
Strongly disagree 0 0

30

25

strongly disagree
20
Disagree
Neither agree
15
Agree
strongly agree
10

DominosPizza Corner

Data analysis and interpretation:

From the above bar graph we can say that 23 people opt for the Dominos and 7 people opt for
the Pizza Corner
so we can say that best taste of food of the Dominos is better than Pizza Corner

41
Which of the following having fast service?

Dominos Pizza Corner

Strongly agree 6 2
Agree 13 5
Neither agree nor disagree 2 1
Disagree 0 1
Strongly disagree 0 0

25

strongly disagree
20
Disagree
Neither agree
15
Agree
strongly agree
10

DominosPizza Corner

Data analysis and interpretation:

From the above bar graph we can say that 21 people opt for the Dominos and 9 people opt for
the Pizza Corner
so we can say that service given by the Dominos is better than Pizza Corner

42
Which of the following brand is most reliable?

Dominos Pizza Corner

Strongly agree 5 4
Agree 9 5
Neither agree nor disagree 3 3
Disagree 1 0
Strongly disagree 0 0

20

18

16

14
strongly disagree
12 Disagree
10 Neither agree

8 Agree
strongly agree
6

DominosPizza Corner

Data analysis and interpretation:

From the above bar graph we can say that 18 people opt for the Dominos and 12 people opt
for the Pizza Corner
so we can say that brand reliability of the Dominos is better than Pizza Corner

43
Among the two, which food joint do you feel reaches out well to the people with proper
advertising & other marketing schemes?
No of respondents: 30
Dominos Pizza Corner
Strongly agree 6 5
Agree 10 7
Neither agree nor disagree 0 0
Disagree 1 0
Strongly disagree 0 0

20

18
strongly disagree
16

14 Disagree

12 Neither agree

10
Agree
8
strongly agree
6
6
4
Dominos pizza corner
2

DominosPizza Corner

Interpretation:
From the above bar graph we can say that 17 people opt for the Dominos and 12 people opt
for the Pizza Corner
so we can say that Dominos is reached out well to the people with proper advertising &
other marketing schemes better than Pizza Corner

44
Which brand do you prefer to eat pizza?

Sno Dominos Pizza Corner

1 18 12

20
18
16
14
12
10
8
6
4
2
0
Dominos pizza corner

Data analysis and interpretation:

From the above graph 18 people opted for the Dominos and 12 people opted for the Pizza
Corner
From this we can say that in rjy most people prefers to go to Dominos

45
 Chapter 5
FINDINGS AND SUGGESTIONS

46
Findings:

From the study I found the following:

1. Service given by the Dominos is better than Pizza Corner
2. know that most of them are came to know through friends.
3. Best taste of food of the Dominos is better than Pizza Corner
4. Quality of food items provided by the Dominos is better than Pizza
Corner
5. brand reliability of the Dominos is better than Pizza Corner
6. That service given by the Dominos is better than Pizza Corner

47
 Suggestions:
 Consumer Retaining policies required for brand improvement especially for Pizza
Corner.
 The companies have to work on continuous improvement of Total Quality
management.
 New techniques of promotional activities is required to create awareness about the
entire company products.

48
 CONCLUSION:
From the above study we can conclude that Brand awareness plays a major role in the
marketing of the products. And brand awareness play a bigger role in stimulating the
customers toward the brands. Branding techniques will help to retain the consumers.
Ofcourse the brand awareness is created and spread through the Quality of offerings,
Ambienceand hygiene which goes to people by word of mouth. The Companies need to focus
on these things to improve their customer base.

49
ANNEXURE

50
 QUESTIONNAIRE

Dear Sir/Madam
Myself M.K.V.PRASADU studying Ist Year MBA in GODAVARI INSTITUTE OF
ENGENEERING & TECHNOLOGY RAJAHMUNDRY , pursuing this Mini Project
entitled “A Study on COMPRATIVE STUDY ON BRAND AWERENESS WITH
REFERENCE TO DOMINOS AND PIZZACORNER ” in Rajahmundry .We seek your help
and cooperation to fill in the following questionnaire freely and frankly . We ensure
confidentiality and your responses will be used for study purpose only . Please tick the right
answer.

1). How do you know about Dominos and Pizza Corner

a) TV advertisement. b) Online advertisement. c.) Tele advertisement. d) Through friends.
2) Which of the following offers best verity of menu?
Strongly Agree Neither agree disagree Strongly disagree
agree nor disagree
Dominos
Pizza
Corner

3) Which of the following offers best Quality of product?.

Strongly Agree Neither agree disagree Strongly disagree
agree not disagree
Dominos
Pizza
Corner

4) Which of the following having the better Ambience?

Strongly Agree Neither agree disagree Strongly disagree
agree not disagree
Dominos
Pizza
Corner

51
5) Which of the following is maintaining best hygienic premises ?
Strongly Agree Neither agree disagree Strongly disagree
agree not disagree
Dominos
Pizza
Corner

6) Which of the following is having the better price of food ?

Strongly Agree Neither agree disagree Strongly disagree
agree not disagree
Dominos
Pizza
Corner
P.T.O

7) Which of the following company having the best taste in the food ?
Strongly Agree Neither agree disagree Strongly disagree
agree not disagree
Dominos
Pizza
Corner

8) Which of the following having fast service ?

Strongly Agree Neither agree disagree Strongly disagree
agree not disagree
Dominos
Pizza
Corner

52
9) Which of the fallowing brand is most reliable ?
Strongly Agree Neither agree disagree Strongly disagree
agree not disagree

Dominos
Pizza
Corner

10) Among the two, which food joint do feel reaches out well to the people with proper
advertising &others Marketing schemes
Strongly Agree Neither agree disagree Strongly disagree
agree not disagree
Dominos
Pizza
Corner

11.) Which brand do you prefer to eat

pizza?

Dominos b) Pizza Corner

M.K.V.PRASADU

53
 BIBILOGRAPHY

1. lamb, hair Sharma: “MKTG” Cengage learning ,new Delhi ,2013

2. Philip kotler :”marketing management “ Pearson publishers, new delhi,2013
3. Rajan sexena :marketing management “Tata mc graw hill, new delhi,2012
4. R.Srinivasan: “case studies in marketing “,PHL Learing ,new delhi,2012
5. Tapan k pand :”markeing management :,excek books, new delhoi,2012

54