Comparative Analysis of Marketing Strategy of Dominos and Pizza Hut

3097 WordsFeb 6, 201313 Pages
TERM PAPER MBM 301 TOPIC- COMPARATIVE ANALYSIS OF MARKETING STRATEGIES OF DOMINOS AND PIZZA HUT SUBMITTED BY KAMINI GUPTA KHUSHBOO AGARWAL VARTIKA DESHMA…show more content…
Double income group: Emergence of double income group leads to increase in disposable income. Now people have more disposable income so they can spend easily in fast food and other activities. Large population: India being a second largest country in terms of population possesses large potential market for all the products/services. This results into entry of large number of fast food players in the country. Relaxation in rules and regulations, with the economic liberalization of 1991, most of the tariff and non tariff barriers from the Indian boundaries are either removed or minimized. This helped significantly the MNCs to enter in the country. *extract taken from economic reforms in India MARKET SHARE AND MAJOR PLAYERS The organized pizza market in India is worth Rs. 600 crore. The major players in the market are pizza hut and dominos whose market share are around 45% and 35% respectively. Others players form the rest 20% Other players mainly are * Smokin joe’s * Garcia’s * Papa john’s * US pizza These players mainly give competition to pizza hut and dominos in tier I cities like Mumbai, Bangalore, Chennai etc. They do not have much presence in tier II cities. MAJOR FORCES SHAPING THE TRAJECTORY OF THE INDUSTRY Industry Competition In tier I cities like Mumbai, pizza hut and dominos are facing a stiff competition from these providers (with respect to branded pizzas) * Pizza

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