LEADERSHIP DEVELOPMENT

COURSE

1
 VINOTH RAJA K
NAME OF THE STUDENT VIJAY SUNDAR B
SUNDAR V

310620631118
REGISTER NO 310620631116
310620631109

YEAR & SEC 2ND YR MBA – ‘B’SEC

SEMESTER 03

SUBJECT BRAND MANAGEMENT

SUBJECT CODE 193MBE303T
BRAND AWARENESS OF
TOPIC DOMINO’S PIZZAS
DATE OF SUBMISSION 13.02.2022
MARKS

FACULTY SIGNATURE

HOD SIGNATURE

2
S. NO CONTENT PAGE NO

1 CHAPTER 1
1.1 INTRODUCTION 4
1.2 STATEMENT OF THE PROBLEM 5
1.3 SCOPE OF THE STUDY 6
1.4 OBJECTIVES OF THE STUDY 6
1.5 RESEARCH METHODOLOGY 7
1.6 LIMITATION OF THE STUDY 7

2 CHAPTER 2

2.1 INDUSTRY PROFILE AND COMPANY 8

PROFILE

3 CHAPTER 3

3.1 THEORETICAL FRAMEWORK 13

CHAPTER 4
4 18
4.1 DATA ANALYSIS AND
INTERPRETATION

CHAPTER 5
5 5.1 FINDINGS , SUGGESTIONS AND 30
CONCLUSIONS

3
 CHAPTER -1

INTRODUCTION

4
 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

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

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.

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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.

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 Multinational fast food outlets initially
faced protests and non-acceptance from Indian consumers 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. 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.

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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.

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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.

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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.

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

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 CHAPTER 3

THEORETICAL FRAMEWORK

13
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.

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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 we 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.

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BRAND AWARENESS WITH REFERENCE TO DOMINO’S & PIZZA

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 Corner take almost same strategies on

the service time
ii. They provide good service to the customers
iii. Both companies deliver pizza at the right time to the
customers.

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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.

Quality:

i. The quality of food services is domino’s the better than the Pizza
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.

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 CHAPTER -4

DATA ANALYSIS AND

INTERPRETATION

18
 DATA ANALYSIS AND INTERPRETATION
No of respondents: 30
How do you know about Domino’s and Pizza Corner?

TV Online Tele Through friends

advertisement advertisement 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.

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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 3 0
disagree
Disagree 2 0
Strongly disagree 0 0

25

20

Strongly disagree
15
Disagree
Neither agree
Agree
10
strongly agree

Domino’s Pizza 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.
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Which of the following offers best quality of product?

Dominos Pizza Corner

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

30

25

20
strongly disagree
15
Disagree

10 Neither agree

Agree
5
strongly agree

Domino’s 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

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Which of the following having the better Ambience?

Dominos Pizza Corner

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

30

25
strongly disagree
Disagree
20
Neither agree
Agree
15
strongly agree

10

Domino’s 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

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Which of the following is maintaining best hygienic premises?

Dominos Pizza Corner

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

30

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

Domino’s 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

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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 0 0
disagree
Disagree 3 0
Strongly disagree 0 0

25

20

strongly disagree
15
Disagree
Neither agree

10 Agree
strongly agree

Domino’s 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

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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 2 1
disagree
Disagree 0 0
Strongly disagree 0 0

30

25

strongly disagree
20
Disagree
Neither agree
15
Agree
strongly agree
10

Domino’s Pizza 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

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Which of the following having fast service?

Dominos Pizza Corner

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

25

strongly disagree
20
Disagree
Neither agree
15
Agree
strongly agree
10

Domino’s Pizza 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

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Which of the following brand is most reliable?

Dominos Pizza Corner

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

20

18

16

14
strongly disagree
12 Disagree
10 Neither agree

8 Agree
strongly agree
6

Domino’s Pizza 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

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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 0 0
disagree
Disagree 1 0
Strongly disagree 0 0

20
18 strongly disagree
16
14 Disagree
12
Neither agree
10
8
Agree
6
4 strongly agree
2 6
0

Domino’s Pizza 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

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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

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 CHAPTER 5

FINDINGS, SUGGESTIONS AND

CONCLUSION

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FINDINGS:
From the study I found the following:

 Service given by the Dominos is better than Pizza Corner

 Know that most of them are came to know through friends.

 Best taste of food of the Dominos is better than Pizza Corner

 Quality of food items provided by the Dominos is better than Pizza Corner

 Brand reliability of the Dominos is better than Pizza Corner

 That service given by the Dominos is better than Pizza Corner

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.

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. Of course the brand awareness is created and spread
through the Quality of offerings, Ambience and hygiene which goes to people by
word of mouth. The Companies need to focus on these things to improve their
customer base.
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ANNEXURE:

QUESTIONNAIRE

“A Study on COMPRATIVE STUDY ON BRAND AWERENESS WITH

REFERENCE TO DOMINOS AND PIZZACORNER” .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

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 disagree Strongly disagree
agree agree nor
disagree
Dominos
Pizza
Corner

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

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

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4) Which of the following having the better Ambience?
Strongly Agree Neither disagree Strongly disagree
agree agree not
disagree
Dominos
Pizza
Corner

5) Which of the following is maintaining best hygienic premises ?

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

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

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

7) Which of the following company having the best taste in the food ?

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

8) Which of the following having fast service ?

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

9) Which of the fallowing brand is most reliable ?

Strongly Agree Neither disagree Strongly disagree
agree agree not
disagree

Dominos
Pizza
Corner

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

11.) Which brand do you prefer to eat

pizza?

Dominos b) Pizza Corner

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: ”marketing management:, excek books, new delhoi,2012

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