FAST FOOD BUSINESS

Fast food has become an icon in American culture, so powerful that the average American consumes 4 servings of fast food every week. Without even thinking of fast food we happily drive up to McDonalds and Pizza Hut and other restaurants and order a Big Mac and fries. It's as easy as brushing your teeth at night.

The restaurant business in the United States is one whose importance has grown substantially in the last two decades of the twentieth century. Americans spend a greater and greater share of their money on prepared food eaten outside of the home; by the end of the century, nearly half of Americans consumed at least one meal a day in a restaurant.

LIMITATIONS OF FAST FOOD

Fast food is bad because it is usually high in fat. Many fast foods are fried in fat - even if they are heated up in an oven. Fast food is also high in calories. Indeed, the growth of fast-food outlets is believed to be a prime cause of obesity in the USA. However, no matter how concerned we are about weight and calories, it's difficult to give up fast food entirely. So if you enjoy fast food, have it occasionally but choose carefully. Choose salads and grilled foods

1 instead of fried foods, and avoid the high-fat, high-calorie toppings, like mayo, ranch dressing and others.

YUM BRAND – HISTORY

Yum! Brands Inc. (NYSE:YUM), based in Louisville,

Kentucky, is the world's largest restaurant company in terms of system restaurants with more than 33,000 restaurants in more than 100 countries and territories. Four of the company's restaurant brands - KFC, Pizza Hut, Taco

Bell and Long John Silver's - are the global leaders of the chicken, pizza, Mexican-style food and quick-service seafood categories respectively. Yum! Brands is the worldwide leader in multibranding, which offers consumers more choice and convenience at one restaurant location from a combination of KFC, Taco Bell, Pizza Hut, A&W or

Long John Silver's brands. The company and its franchisees today operate over 2,600 multibrand restaurants. Outside the United States in 2003, the Yum!

Brands' system opened about three

2 new restaurants each day of the year, making it one of the fastest growing retailers in the world. In 2002, the company changed its name to Yum! Brands Inc. from Tricon Global

Restaurants Inc. to reflect its expanding portfolio of brands and its ticker symbol on the New York Stock Exchange. For the past two years, the company has been recognized in

Fortune Magazine's top 50 "Best Companies for Minorities," claiming the number-one spot for "managerial diversity."

The Yum! Brands, Inc. organization is currently made up of six subsidiaries organized around its five core concepts, KFC, Pizza Hut, Taco Bell, A&W All-American Food Restaurants and Long John Silvers..

Each of Yum! Brands' concepts are engaged in the operation, development, franchising and licensing of a system of both traditional and non-traditional QSR units. Non-traditional units include express units and kiosks which have a more limited menu and operate in non-traditional locations like airports, gas and convenience stores, stadiums, amusement parks and colleges, where a full- scale traditional outlet would not be practical or efficient. In addition, there are approximately 367 units housing more than one concept ("2n1s"). Of these, approximately 354 units offer both the full KFC menu and a limited menu of

3 Taco Bell products, and approximately 13 units offer both the full KFC menu and a limited menu of Pizza Hut products.

In each concept, consumers can either dine in or carry out food..

Each concept has proprietary menu items and emphasizes the preparation of food with high quality ingredients as well as unique recipes and special seasonings to provide appealing, tasty and attractive food at competitive prices.

YUM BRANDS FIVE RESTAURANTS

KFC

KFC operates in 74 countries and territories throughout the world under the name "Kentucky Fried Chicken" and/or "KFC." It was founded in Corbin, Kentucky by Colonel Harland D. Sanders, an early developer of the quick service food business and a pioneer of the restaurant franchise concept. The Colonel perfected his secret blend of 11 herbs and spices for Kentucky Fried Chicken in 1939 and signed up his first franchisee in 1952. By the time KFC was acquired by PepsiCo in 1986, it had

4 grown to approximately 6,600 units in 55 countries and territories.

KFC restaurants offer fried chicken products and some also offer non-fried chicken-on-the-bone products,. KFC restaurants also offer a variety of side items, such as biscuits, mashed potatoes and gravy, cole slaw and corn, as well as desserts and non-alcoholic beverages. Their decor is characterized by the image of the Colonel and distinctive packaging includes the "Bucket" of chicken.

.

PIZZA HUT

Pizza Hut operates in 84 countries and territories throughout the world under the name "Pizza Hut" and features a variety of pizzas with different toppings as well as pasta, salads, sandwiches and other food items and beverages. The distinctive decor features a bright red roof.

The first Pizza Hut restaurant was opened in 1958 in Wichita, Kansas, and within a year, the first franchise unit was opened. By 1977, when Pizza Hut was acquired by

5 PepsiCo, its U.S. restaurant system had grown to nearly 3,200 units. Today, Pizza Hut is the largest restaurant chain in the world specializing in the sale of ready-to-eat pizza products. As of year-end 1996, the concept had grown to more than 12,300 units.

In 1996, worldwide system sales exceeded $7.4 billion; however, U.S. same store sales at Company- operated units decreased 4% reflecting fewer transactions. In contrast, U.S. same store sales at Company-operated units had increased a solid 4% in 1995 driven by the introduction of new products, such as Stuffed Crust Pizza. In the first half of 1997, same store sales at Company- operated units in the U.S. declined 7% at Pizza Hut. This reflects an 8% decline in the first quarter and a 5% decline in the second. In the first four weeks of the third quarter, however, same store sales were once again achieving positive growth over the prior year. Average U.S. system- wide sales per unit in 1996 were $620,000.

For ten of the last twelve years, Pizza Hut was named Best Pizza Chain in America in the "Choice in Chains" national consumer survey published annually by Restaurants & Institutions Magazine. Also, the January 1997 Consumer Reports named Pizza Hut as the best pizza chain in America.

TACO BELL

6 Taco Bell operates under the name "Taco Bell" and specializes in Mexican style food products, including various types of tacos and burritos, salads, nachos and other related items. The first Taco Bell restaurant was opened in 1962 by Glen Bell in Downey, California, and in 1964 the first Taco Bell franchise was sold. By 1978, when it was acquired by PepsiCo, the Taco Bell system had grown to approximately 1,000 units. Today, Taco Bell dominates the U.S. Mexican QSR segment. Taco Bell units feature a distinctive bell logo on their signage.

By year-end 1996, there were more than 6,800 Taco Bell units in 17 countries and territories, with system-wide sales of $4.7 billion.

LONG JOHN SILVERS

Long John Silver's is America's largest quick-service seafood chain with more than

7 1,200 units worldwide. The concept was developed in 1968 and the first Long John Silver's Fish 'n' Chips opened in 1969. Long John Silver's, whose name was inspired by Robert Louis Stevenson's classic Treasure Island, found overwhelming acceptance for this new approach.

While the initial restaurants were small wharfside buildings, today's restaurants have updated exteriors that sport a stronger retail identity with bolder colors, accent stripes, illuminated canopies on drive-thrus, and a new roof design.

As the concept has grown, Long John Silver's menu has likewise evolved. Today, we offer a menu that meets the desire of consumers looking for more variety and great taste. Our exciting array of flavor profiles and taste sensations includes a variety of signature batter-dipped fish, chicken, and seafood; breaded fish; a signature sandwich line; salads and desserts.

A&W ALL-AMERICAN FOOD

8 Eighty years ago in Lodi, California, Roy Allen opened his first root beer stand and started what was to become America's first fast food chain. Allen experienced tremendous success and in 1923, joined in partnership with Frank Wright creating the name, A&W. In 1925, A&W began to franchise and by 1933 had over 170 units in the mid- western United States.

In 1995, Sid Feltenstein recognized the potential of this American icon and purchased the company. With America's fondness for nostalgia and the memories of frosty root beer floats, a rejuvenated A&W emerged and launched a new era of growth unlike any in its history. Mr. Feltenstein, a food service veteran of over 25 years, is continuing to develop new restaurants across the country and around the world. Today, customers can enjoy A&W Root Beer floats and hamburgers in over 1100 locations.

ORGANIZATION STRUCTURE OF YUM BRANDS

9 YUM BRANDS

Taco Bell KFC Pizza Hut A & W Long Silver John

India

North West South East

Devyani Dodsal Pizzeria Favourite Pvt. Ltd. Corp. Foods Pvt. Ltd. Pvt. Ltd.

YUM BRANDS MISSION

The Mission Statement of Yum! Brands, Inc... pledge to conduct their business according to this set of truths, which

10 they believe to be the foundation for building the best restaurant company in the world.

 People Capability First… Satisfied customers and profitability follow.  Respond to the Voice of the Customer… Not just listen.  The Restaurant General Manager is our #1 Leader… Not senior management.  Run Each Restaurant As If It’s Our Only One… Avoid the trap of the averages.  Recognition shows you Care… People leave when you don’t.  Great Operations and Marketing Innovation Drives Sales… No finger pointing.  Operation Discipline through Process and Standards… Consistency, “not program of the month.”  Franchisees Are Vital Assets… Operates as one system, not two.  Quality in Everything We Do… Especially the food.

11 YUM BRANDS VISION

TO BE THE WORLDS FAVORITE RESTAURANT BRANDS

YUM BRANDS PASSION

TO PUT A YUM ON PEOPLES FACE AROUND THE WORLD

YUM BRANDS GOAL TO GIVE EVERY CUSTOMER A REASON TO RETURN

12 MANAGEMENT PHILOSOPHY OF YUM BRANDS

¬ Customer Focus - We listen and respond to the voice of the customer.

¬ Belief in People - We believe in people, trust in positive intentions, encourage ideas from everyone and actively develop a workforce that is diverse in style and background.

¬ Recognition - We find reasons to celebrate the achievements of others and have fun doing it.

¬ Coaching and Support - We coach and support each other.

¬ Accountability - We do what we say, we are accountable, we act like owners.

¬ Excellence - We take pride in our work and have a passion for excellence.

¬ Positive Energy - We execute with positive energy and intensity...we hate bureaucracy and all the nonsense that comes with it.

Teamwork - We practice team together, team apart.

13 HISTORY & DEVELOPMENT

The legacy of Pizza Hut began in 1958, when two college students from Wichita, Kansas, Frank and Dan Carney, were approached by a family friend with the idea of opening a pizza parlor. Although the concept was relatively new to many Americans at that time, the brothers quickly saw the potential of this new enterprise.

After borrowing $600 from their mother, they purchased some second-hand equipment and rented a small building on a busy intersection in their home- town. The result of their entrepreneurial efforts was the first Pizza

Hut restaurant, and the foundation for what would become

14 the largest and most successful pizza restaurant company in the world.

Products of pizza have been voted Number One in countless consumer surveys nationwide. And our accomplishments as an innovative business leader have been cited by such respected publications as Restaurant Business, Fortune and The Wall Street Journal.

Pizza Hut, Inc., a division of Tricon Global Restaurants, Inc., has more than 7,200 units in the U.S. and 3,000 units in more than 86 other countries.

Tricon is the parent company to two other segment leaders, Taco Bell and KFC. When combined with Pizza Hut, these organizations make up the world's largest restaurant group, with almost twice as many units as McDonald's.

Beginning with the original thin crust pizza first served in 1958, Pizza Hut has made continuing efforts to refine their products, and to develop new products suited to every consumer taste.

Today, five major products, Pan Pizza, Thin 'N Crispy pizza, Hand-Tossed Style pizza, Stuffed Crust Pizza and The Big New Yorker Pizza are loved by millions around the world and have become the standard by which all others are judged.

15 They are working together to run great restaurants in order to be the best at making and serving the best pizza in America. That means they are willing and able to go to any lengths to make their customer's experience with Pizza Hut an enjoyable one. And it means they strive to present the finest products the industry has to offer, and to provide those products wherever and whenever people want them.

1958: The first Pizza Hut restaurant opens in Wichita, Kansas, started by two college-aged brothers who borrowed $600 from their mother.

1959: Pizza Hut is incorporated in Kansas and the first franchise unit opens in Topeka, Kansas.

16 1965: "Putt-Putt to Pizza Hut" musical jingle developed for Pizza Hut's first television commercial.

1967: A Pizza Hut restaurant was built in five days by franchisees at the Oklahoma State Fair.

World's largest pizza (six feet in diameter) is baked and served at the grand opening of a Fort Worth, Texas Pizza Hut restaurant.

1968: International market entered with opening of Pizza Hut restaurant in Canada. Pizza Hut serves a million people a week at its 310 locations.

1969: Red roof adopted for restaurants.

17 First Pizza Hut restaurant opens in Mexico. Construction begins in Munich, Germany and Australia.

1970: Sandwiches added to basic menu of Thin 'N Crispy pizza, salad, beer and soft drinks.

First restaurant opened in Australia.

1971: Pizza Hut becomes the number one pizza restaurant chain in the world in both sales and number of restaurants.

1972: Pizza Hut, Inc. listed on New York Stock Exchange under the symbol PIZ.

18 Pizza Hut restaurant number 1,000 opens in Wichita, KS. A unit opens in Costa Rica.

1973: Pizza Hut restaurants open in Japan and England.

1975: Thick'n Chewy pizza introduced.

Chatsworth, CA Pizza Hut restaurant is used in the filming of "The Bad News Bears."

1976: The 100th international Pizza Hut restaurant is opened in Australia, while entire system reaches 2,000.

1977: Pizza Hut, Inc. stockholders overwhelmingly approve merger with PepsiCo, Inc. for an undisclosed sum.

Super Supreme is introduced nationwide.

Pizza Hut opens its 3,000th unit in Arlington, Texas.

19 1979: The Sicilian Pan Pizza is introduced.

Units open in Kuwait and Abu Dhabi.

Pizza Hut raises $342,000 for Easter Seals from national promotion.

1980: Pan Pizza is introduced throughout the system.

Restaurant numbers 4,000 opens.

1982: The Pizza Hut ET glass promotion is picked as the top marketing promotion of 1982 by the editorial staff of Chain Marketing and Management.

Pizza Hut serves one and a half million pounds of pasta annually.

1983: Personal Pan Pizza, with a five-minute guarantee, is introduced throughout the system.

Pizza Hut celebrates 25th anniversary.

20 Pizza Hut employs 10,000 teenagers from 16 to 19 years old.

1984: BOOK IT! national reading incentive program is launched with 200,000 elementary students enrolled.

There are more pizza locations than hamburger restaurants in the United States. Pizzerias account for 9.9% of all restaurants in the U.S.

1985: Priazzo and Calizza are introduced.

1986: The system celebrates the opening of its 5,000th restaurant, located in Dallas, Texas.

Delivery service, as a new concept, is initiated.

Fastest construction of a Pizza Hut restaurant takes place in Wichita, KS --- 39 days from start to finish. The national average is 85 days.

1988: Hand-Tossed Traditional Pizza is introduced throughout the system.

21 Pizza Hut celebrates its 30th anniversary with a total of more than 6,000 restaurants and delivery units worldwide.

President Ronald Reagan awards Private Initiative Citation to Pizza Hut President Art Gunther for the creation of BOOK IT! Program.

1989: The Pizza Hut Jobs Plus program expands nationwide to employ more than 10,000 individuals with physical and developmental disabilities. The Jobs Plus program is recognized as the largest corporate initiative of its kind in the food service industry.

Pizza Hut opens its 1,000th international unit in Welland, Ontario, Canada. Pizza Hut now serves 54 countries.

Pizza Hut sells 9.1 million "Land Before Time" puppets. When released to the public, the movie enjoyed the largest opening ever for an animated feature.

For the first time in history, Pizza Hut pizza is delivered to the White House. First Lady Barbara Bush throws a party for 200 Washington, D.C. children during a "Reading IS undamental" reception.

1990: Pizza Hut system sales reach $4 billion.

22 Pizza Hut delivers more than 1,340,000 pizzas on Super Bowl Sunday, about 7,000 pies a minute.

Kamran Atri, assistant manager in Leesberg, VA serves his way into the Guinness Book of World Records by waiting tables at the Leesberg, VA Pizza Hut restaurant for 136 hours, donating $1,200 in tips to the Loudoun County Shelter for Abused Women & Children.

More than 4,000 Jobs Plus employees work for Pizza Hut. Personal Pan Pizza becomes available at 1,000 Stop 'N Go convenience stores.

1992: Lunch buffet introduced in 1,800 units.

Pizza Hut sets up two mobile hot trailers in Florida City and Goulds, FL after Hurricane Andrew wreaks havoc. Pizza Hut provides 120,000 free meals to relief volunteers and those who lost their homes.

Pizza boxes redesigned to save 275,000 tree a year.

1993: Pizza Hut introduces BIGFOOT Pizza -- two square feet of pizza cut into 21 slices.

The Harvest Program is launched nationwide to donate surplus food to food rescue agencies.

23 Pizza Hut makes its fastest and farthest delivery: 600 large pepperoni pizzas on a 24-hour flight from Dover Air Force Base to U.S. service personnel in Mogadishu, Somalia.

Pizza Hut leads the entire restaurant industry in growth and sets new company records for sales and profits.

Pizza Hut introduces Chunky Style Pizza in September.

Pizza Hut signs contract with 30 hotel companies throughout the country to provide delivery service to their registered guests.

1994: Pizza Hut becomes the single largest retailer of basketballs in the United States, selling 3.7 million balls during its NCAA Final Four promotion.

Pizza Hut opens 9,700 square foot Super Pizza Hut restaurant and entertainment center in Mexico City.

Pizza Hut in Beirut reopens after being closed during the Gulf War.

Soccer legend Pele kicks a ball through the door of Pizza Hut restaurant number 10,000 in Sao Paulo, Brazil on April 13.

1995:

24 Pizza Hut launches the "You'll Love The Stuff We're Made Of" campaign.

Buffalo Wings soar onto Pizza Hut menu. These spicy chicken wings are served with dipping sauce.

Two Customer Satisfaction programs initiated: a 1-800 Customer Satisfaction Hotline and a Customer CallBack Program, which takes the pulse of 50,000 customers per week.

Pizza Hut launches Pizzeria Stuffed Crust Pizza, which immediately sets company sales records.

The Deliver Me Home program is created by Pizza Hut and the National Center for Missing and Exploited Children and is tested at the Dallas/Fort Worth International Airport to inform the community of an important identification tool in helping to locate, identify and return missing children to their families.

Pizza Hut wins the 1995 "Choice of Chains" award for Best Pizza Chain sponsored annually by Restaurants & Institutions magazine, making Pizza Hut the "Best Pizza Chain" ten of the last eleven years.

1996: Pizza Hut comes to India with a dine in restaurant Banglore that has special vegetarian pizzas. In additional to

25 traditional Italian toppings , it incorporates Indian favorites such as Chicken tikkas, Lamb korma etc. In its list of innovative toppings. Along with pizzas, the menu features appetizers like garlic bread and soups, fresh salads, oven bakes pastas and choice of ice-cream sundaes.

Pizza Hut airs its first ever ad during the Super Bowl.

Pizza Hut delivers 30% of the 12 million pizzas delivered on Super Bowl Sunday. This is the biggest pizza delivery day of the year.

On May 30, Pizza Hut introduces two varieties of chicken- topped pizza... Italian Chicken and Chicken Supreme.

1997: Pizza Hut opens a restaurant in the capital's building bustling M-block market in Greater Kailash-I, Unlike the existing Pizza Hut at Shanti Niketan which is delivery counter for just pizzas, this is dine-in where the entire menu (salads, appetizers, pastas, deserts and of course pizzas) is available. Letting Delhiites get a taste of Pizza Hut And getting them to 'Get real!'

Pizza Hut launches a meatier pepperoni.

PepsiCo announces restaurant spin-off.

26 Pizza Hut launches "Totally New Pizzas" a quality initiative putting sliced fresh vegetables and meaty meats on pizzas.

Pizza Hut launches "The Edge pizza"

1998: Pizza Hut celebrates 40 years of making and serving great pizza.

Pizza Hut launches "The Sicilian Pizza" a flavorful crust with garlic, basil and oregano baked right into the crust

Pizza Hut launches "The Best Pizzas Under One Roof" campaign.

Pizza Hut features Sony's Crash Bandicoot in the Stuffed Crust Pizza/Sony Promotion.

1999: Pizza Hut launches The Big New Yorker Pizza. A 16-inch pizza with a sweeter, savory sauce, 100% real cheese cut into 8 big foldable slices. Pizza Hut brings New York-style pizza across America.

Pizza Hut features Fran Drescher, Spike Lee and Donald Trump in The Big New Yorker Pizza advertising campaign. The celebrity campaign launched in the pre-game advertising for Super Bowl XXXIII.

27 ORGANIZATION STRUCTURE

PresidentPresident (Mr. Rohit Rohit Amin) Amin)

V.P. C.O.O. V.P. Finance (Chief Operating Officer) I.T. Section Vandana Parkle Mr. Narendra Malhotra Mr. Mainak

Mr. Nainan Mr. Naveen (South) (West)

Surat Baroda Ahmedabad (Mr. Amit Jha) (Mr. Ashish Dogra) (Mr. Deepto Ray)

28 Bangalore Banglore Bangalore Banglore Brigade Road Airport Road Vijaynagar Prestige Center (Mr. Manoj) (Mr. Dominic) (Mr. Tojy) (Mr. Jyotiraj)

Hyderabad (Mr. Joju)

PIZZA HUT IN WORLD

Pizza Hut is the world’s largest pizza restaurant chain operates in more than 86 countries and territories throughout the world under the name Pizza Hut and features a variety of Pizzas with different toppings as well as Pasta, Salads, Sandwiches, and other food items and beverages. There are more than 13,200 outlets or Kiosks of Pizza Hut. It employs more than 2,60,000 people world wide. It serves more than 1.7 million Pizzas everyday to approximately 4 million customers world wide. Pizza Hut is known with different names throughout the world. For ten of the last twelve years, Pizza Hut® was named Best Pizza Chain in America in the "Choice in Chains" national consumer survey published annually by Restaurants &

29 Institutions Magazine. In 1997 Consumer Reports named Pizza Hut the best pizza chain in America and in 2000 and 2003, The Dallas Business Journal named Pizza Hut "The Best Company to Work For" in Dallas/Fort Worth. Restaurants & Institutions' "2001 Choice in Chains" survey called Pizza Hut the number one national pizza chain in America.

PIZZA HUT IN INDIA

Pizza Hut entered into India in 1996. The 1st branch of Pizza Hut was opened in Banglore. There are 72 outlets of Pizza Hut in India in cities like Delhi, Mumbai, Calcutta, Chennai, Ahmedabad, Surat, Baroda, Banglore, Agra, Jaipur, Dehradun, Hyderabad, Cochin, Pune. The higher sales of pizza and other food items of Pizza Hut is in Banglore, Mumbai and Delhi. There are 4 franchise of Pizza Hut working in 4 different zones such as: -

(1) North – Devyani Pvt. Ltd.

30 (2) West – Dodsal Corporation Pvt. Ltd. (3) South – Pizzeria (4) East – Favourite Foods Pvt. Ltd.

MOST PREFERABLE PIZZA IN INDIA

In all over India, the sales of ‘non-vegetarian food is more than the vegetarian food except in Gujarat. The most preferred pizzas of Pizza Hut in all over India are as under: -

(1) Super Supreme Pizza (2) Chicken Tika Pizza (3) Pepperoni Pizza (4) Chatani Pizza (5) Tam Tama Pizzas (6) Tandori Paneer Pizza

PIZZA HUT IN GUJARAT

As Gujarati People are vegetarian & they don’t prefer non-vegetarian food & sometimes avoid to go at those restaurants also where both the types of food are available together, Pizza Hut has focused on this point & opened pure vegetarian restaurant in Gujarat.

There are 4 outlets of Pizza Hut in Gujarat, i.e. 2 outlets in Ahmedabad, 1 outlet in Baroda and 1 outlet in Surat. out of this 4 outlets, 2 outlets are pure vegetarian.

31 In Gujarat, 1st Pizza Hut was opened on July 14, 1999 in Ahmedabad. History was created that day, as it was the first pure vegetarian Pizza Hut in the World. After that two more pure vegetarian Pizza Hut were opened, one in Surat & second in Mumbai (Chowapati).

MOST PREFERABLE PIZZAS IN GUJARAT

In Gujarat, majority of the people prefer only vegetarian food and as a result 1st pure vegetarian Pizza Hut was opened in Ahmedabad. So, in all over Gujarat, Pizzas mostly preferred by customers are as under:

(1) Tandoori Pizza (2) Super Veggie Pizza (3) Spicy Indian Pizza (4) Simply Veg. Pizza

INTRODUCTION OF DODSAL CORPORATION PVT. LTD.

The management of all the Pizza Hut’s in West Zone is done by Dodsal Corporation Pvt. Ltd. The Dodsal group is a 52 year old reputed engineering and construction enterprise employing more than 1000 engineers / managers and 10,000 contractual employees. The group has to its credit several onshore and offshore cross-country

32 pipelines; hotels, power plants, refinery and fertilizer related businesses.

The group has offices in Mumbai, New Delhi, Bangalore, Kolkata & Chennai. A significant portion of the group’s business is spread overseas and it has offices in the Middle East. For the period ended March 2001, the turnover of Dodsal Ltd. including its overseas operation was over Rs. 700 crores. The Group is professionally managed and owned by the Kilachand family of Mumbai.

Dodsal Group believes in the highest level of professional excellence and employs people with diverse backgrounds so as to create a professional work culture, which thrives on corporate excellence and maximizes returns for all its stakeholders. It enjoys very high confidence of all its customers and takes pride in maintaining its high level of integrity & business ethics.

DCPL was established on January 1, 1999. They began our foray in the field of restaurant business by securing the franchise of Pizza Hut and KFC in Bangalore on March 1, 1999. Few months later on July 14, 1999 they started another restaurant in Ahmedabad. (History was created that day, as it was the first pure vegetarian Pizza Hut in the world.) Their new store restaurant in Banjara Hills, Hyderabad, which started on October 22, 2000 is already getting rave reviews.

33 By the end of the year 2001, we stormed the market with another Pizza Hut in Bangalore, Surat and Baroda and DELCO in Jayanagar, Bangalore.

DPCL stand for:

With their aggressive expansion plans, they want to be the numero uno in the business of quick service restaurants.

(The association with YUM BRANDS gives the group access to world class management inputs derived from running 30,000 restaurants allover the world.)

COMPANY DETAILS

 Name

34 Pizza Hut  Location Dodsal Corporation Pvt. Ltd. Pizza Hut, “Abhijay” 8, Adarsh Society, Swastik Cross Road, Navrangpura, Ahmedabad – 380 009.  Telephone No. (079) 656 6730, 656 9734  Fax (079) 656 9726  E-mail [email protected] n  Website www.pizzahut.com www.pizzahut.co.in www.triconrestaurants.com  Head office Goregaoun, Mumbai  No. of outlets in India 3 Delcos (Delivery & Carry Out) 9 RBD (Restaurant based delivery)  Products

35 Pizza, Garlic Bread, Cold drinks, Salad  Unit Manager Mr. Deepto Ray  Assistant Manager Mr. Rajesh Singh  Two Shift Managers Mr. Vishwanath, Mr. Ajay Saigal  HR Manager Mrs. Shalini  Finance Manager Ms. Vandana Pakle  Marketing Manager Mr. Raghuvesh Swaroop  Bankers Bank of Muscat (Loans) Global Trust Bank (Salaries)  Auditors R.H.S. & Co.  Account Contractors Patel, Bhatt & Pamani  Form of Organization Private Company  Accounting Year 1st April – 31st March  Investment 4.5 crores

36  Installed Production Capacity 10,000 pizza/day

 No. of customers accomodable at a time 148 + carry out customers  No. of Employees Part timers – 20 Full timers – 16  Holidays Employees – Once a week Restaurant – No holidays  Peak & Off Season Peak – August – February Off Season – March – July  Timing 12:00 noon to 11:00 AM  Delivery charges Free  Basis for recruiting employees Smallest test of 70 questions known as Team Members Readiness Inventory (TMRI)

37 RAW MATERIAL MANAGEMENT

In Pizza Hut, for preparing food, raw-material such as flour, cheese, dobines, vegetables & other materials are required in Pizza Hut, Cheese used:

 Cheese: - In Pizza Hut, before 2 years, cheese was coming from another country but now the company has set-up its own plant in India in Pune for making special cheese i.e. required for Pizza.

As cheese is the most important ingredient of Pizza, the restaurant will always try to make easy available.

 Flour: - In Pizza Hut, flour required for making loaf of pizza comes from Cyprus.

 Dobines: - Dobines is the another important raw- material of pizza & other food which comes from spare.

 Other materials like vegetables & other materials i.e. required for pizza, sandwich, salads, pasta are purchased from the domestic market.

All the raw-materials required for making food in Pizza Hut will be 1st of all gathered at Yum Brands head

38 office which is situated in Delhi & from there all the raw material will be distributed to different franchises of different zone & from these franchise, all the raw-materials will be distributed in all the outlets of Pizza Hut in different cities. In Pizza Hut, SCM chain, i.e. supply chain management if followed.

39 FOOD AVAILABLE AT PIZZA HUT

40 WORLD FAMOUS PIZZAS OF PIZZA HUT

AWARDS & ACHIEVEMENTS

41 Recognition of efforts always acts as a source of motivation and the best way of recognition of efforts is through awards & prizes of both national and international repute.

In 1988, President Ronald Reagon awarded the Private Citation to Pizza Hut President Art Gunther for the creation of BOOK IT! Program.

Pizza Hut won the 1995 “Choice of Chains” award for Best Pizza Chain sponsored annually by ‘Restaurants & Institutions magazine’, making Pizza Hut the “Best Pizza Chain” ten of the last eleven years.

ASSETS OF PIZZA HUT

42 Only “EMPLOYEES OF PIZZA” can translate their vision into reality. Pizza Hut’s employees are the most important ingredient in their all recipes.

Our restaurants have people working as:

¬ Full timers: It is the Full Timers who help them in what they want to be – the Market Leader. They are trained personnel who are very precious to us. They help as buddy trainers to train the new people. Needless to say, their life line.

¬ Part timers: The Part Timers help them to keep alive their young image. Most of them are college students who take up this to self-finance their studies or for pocket money. They are a young enthusiastic lot. It is a win win situation for the company as well as the students.

MANAGEMENT CREW

43 The management crew is made up of team members, area manager, shift manager, and restaurant General Manager. The Management Crew extends the morale support to their crew besides the responsibilities shouldered by them.

Position: Shift Manager

Position Summary Shift Managers help to manage the daily operations of the restaurants including customer service, employee development and food production.

Requirements

At least One year of supervisory experience preferably in Food service.

• Enthusiasm and willingness to learn.

• Ability to motivate and build teamwork.

• Strong communication skills.

• Customer Service Orientation. Core Responsibilities

• Control day-to-day operations by scheduling labour, ordering food supplies and developing the restaurant team. • Control Profit & loss by following cash control/security procedures, maintaining inventory, managing labour, reviewing financial reports and taking appropriate action.

44 • Recruit, interview and hire team members; conduct performance appraisals, motivate and train. • Ensure maintenance of equipment, facility and grounds. • Ensure food quality and 100% customer satisfaction.

Position Summary: Team Member plays a key role in the operation of our restaurants.

Requirements

• More than 18 years of age. • High School or Graduate or Diploma from catering school. • Enthusiasm and willingness to learn. • Strong communication skills. • Service orientation.

• Strong work ethic.

Core Responsibilities

• Ensure operations adhere to Pizza Hut values and standards. • Maintain high level of hospitality, cleanliness and speed in all areas of operation

45 • Adhere to and follow work schedules.

Position: Restaurant General Manager/Asst. Restaurant General Manager

Position Summary: Restaurant General Managers are responsible for all functions of the restaurants. Among other things, they recruit, screen, hire, train, and develop employees; do sales forecasting and manpower planning; conduct risk/safety inspections; manage inventory and facility; order products; conduct P&L analysis; schedule crew members; and manage revenue periods.

Requirements

• University Degree / Diploma preferred. • At least 2-4 years of supervisory experience in either a food service or retail environment, including Profit & Loss responsibility. • Basic business math and accounting skills.

• Good oral/written communication skills.

• Strong analytical / decision-making skills.

• Basic computer literacy.

• Ability to motivate and build teams.

• Planning/organizational skills.

• Customer Service Orientation.

46 Core Responsibilities

• Control day-to-day operations by scheduling labor, ordering food supplies and developing the restaurant team. • Manage the restaurant team. • Control Profit & loss by following cash control/security procedures, maintaining inventory, managing labor, reviewing financial reports and taking appropriate action. • Recruit, interview and hire team members; conduct performance appraisals, motivate and train. • Ensure maintenance of equipment, facility and grounds. • Ensure food quality and 100% customer satisfaction.

Position: Area Manager

Position Summary: Area Managers are responsible for 5- 7 units within a specified region. Among other things, they coach the restaurant management team, ensure unit annual operating plans are established and met or exceeded, build sales, achieve margin targets, ensure customer satisfaction.

Requirements

• University Degree/Diploma preferred. • 5-7 years supervisory experience in either a food service or retail environment.

47 • Strong organizational, analytical/decision making skills. • Customer orientation skills.

• Good oral/written communication skills. • Ability to lead & motivate teams.

Core Responsibilities

• Work with restaurant general manager to develop unit specific annual operating plane. • Analyze market place P&L, inventory & controllable to meet/achieve margin and sales growth targets. • Coach and mentor subordinates. • Drive customer focused culture. • Develop and update market HR plans.

48 EMPLOYEES 1ST 30 DAYS IN PIZZA HUT

Starting a new job is exciting, but it can also be very scary. Just remember its natural too.

¬ Feel a little over whelmed in the beginning ¬ Make mistakes ¬ Worry about adjusting with other team members

¬ Experience 1st week jitter

The restaurant doesn’t expect to learn everything from employees on the 1st day or even the 1st week. It takes 15-30 days to learn their jobs well and to become really good at what they do.

There are over 2,60,000 Pizza Hut crew members world wide. Most of them had 1st week jitters and made mistakes when they started to work. But they survived and

49 other new will too. At the time of training the employees are all time told that be patient, stick with it and don’t discourage. If at any point employees need help, other members are their to help newer one.

Pizza Hut wants to create an environment where employees can have an open and honest communication where new employees can ask and learn things from already existed employees and these old employees can ask things of new employees.

ATTENDANCE PROCEDURES

Each employee will have to clock in at the commencement & clock out at the finish of his or her respective duty hours.

Never, clock in / clock out for some one else’s. it is a serious violation of the companies rules & a disciplinary will be taken against you.

Always inform your Manager if you forget to clock in / clock out by mistake.

ID CARD / NAME BADGES

50 Identity cards and name badges will be issued to all staff on joining. Identity cards should be available for inspection by security personnel when entering or leaving the restaurant premises.

Name badges should be worn on the upper left hand side of the uniform whilst on duty or as specified for your uniform.

Loss or theft of Name badges / ID Cards should be reported immediately to the Unit Manager. A new card / badge may be issued at the applicable cost priced for each replacement. The ID Cards / Name badges is the property of the company & should be submitted to the restaurant on cessation of service.

FACILITIES PROVIDED TO EMPLOYEES

¬ STAFF LOCKERS Every staff member is provided a locker for his personal belonging where ever possible; in certain Units due to space constraint it may not be possible to provide lockers to the crew. The employee is responsible to keep the locker allotted to him neat, clean & tidy. No food / beverages / of any kind of banned publications are allowed in the locker. The employee must get his own lock & deposit one key with Unit Manager. Incase of loss or theft

51 the company takes no responsibility for the recovery of any valuables or properties. The security staff or any other person nominated by the company may inspect the lockers at any time. On cessation of service the locker is to be vacated and unlocked.

¬ STAFF MEALS Employees are entitled to one staff meal per day, which should be consumed within the premises during their break time. The Unit’s Manager will give the details of the staff meal entitlement to the employees.

¬ UNIFORMS The employees get the uniform sets from the manager, which they should always wear at work. Employees need to keep this clean, tidy & in good repair. The uniform issued to them is company’s property. Incase of damage or loss staff is liable to pay the cost. The dress code is explained to employees when the uniform is issued to them.

RESTRICTIONS FOR EMPLOYEES

¬ PACKAGES & PARCELS The employees are not allowed to bring into the Unit any packages or parcels without making an entry of the same in the In-register maintained by the guard on duty,

52 incase the guard is not present one has to make sure & ask the Manager to check the articles before one brings them into the Unit. Incase of any loss or theft of the personal property the company is not responsible. Similarly to take out any articles from the Unit a Gate Pass duly signed by the Manager on duty will be required.

¬ TELEPHONE CALLS The employees are not allowed to make or receive personal telephone calls at work unless in an emergency. The restaurant has limited telephone lines, by keeping the telephones occupied; unit may be denying a customer’s access to them and he may call the competition instead.

¬ PERSONAL VISIT The employees are welcome to come & eat at the restaurant after their duty hours or on their off day, but ensure that they are not wearing their uniform and are not under the influence of alcohol and / or any other intoxicant. The Unit Manager’s permission is essential prior to their coming to Unit. Employees are to make sure that they do not take too much time of their colleagues, as other customers tend to get ignored. Employees are to pay their bills immediately. No credit facility is available to the staff, discounts if any will be accorded to them as per the company’s staff discounting policies. Currently a staff discount of 30% is being accorded to all permanent employees within certain guidelines.

5 SERVICE PRINCIPLES OF PIZZA HUT

53 There are 5 Service Principles of Pizza Hut

1. Employees are our secret ingredients

2. Show you C.A.R.E.

3. Say ‘Yes’ to customers

4. Satisfy, capable teams create satisfied customers

5. Satisfied customers create profit & growth.

PERSONAL GROOMING & HYGIENE

54 Hands must be washed with approved “anti-microbial” soap in the designated hand sink wash area only.

The employees are needed to wash hands after:

 Using restrooms  Smoking  Taking out trash  Handling money  Touching hair or mouth

¬ Hairs should be pulled back & away from face. ¬ Moustache’s neatly trimmed to edge of mouth. ¬ Side burns extended only to too centre area of the ear. ¬ Beards are not permitted (Exceptions are granted for medical & religious reasons). ¬ To have no perspiration odor. Use deodorants & bath everyday. ¬ Fingernails should be natural, clean, trimmed & without polish. ¬ Makeup should be in small amounts that is natural looking. ¬ Not to use very strong colognes.

55 ¬ Smoking is permitted in the designated areas, never in customer’s area. Employees with infected wounds, cuts open sores, boils, intestinal illness or other infectious illness MUST NOT prepare or handle food.

COMPANY RULES & REGULATIONS

 Any violation of following rules by employees will be considered by the company as act of misconduct and will be dealt with accordingly.  Reporting to work in a state of intoxication or under influence of narcotics.  Violating any safety rules or practices.  Gambling or betting within company premises at any time.  Sleeping while on duty.  Quarreling or use of vulgar or abusive language.  Willingful, disobedience of any instruction from superior. Posing, altering, removing or defacing any matter from the notice board or Company premises.  Bending, soliciting or collecting contributions for any purpose whatsoever at any time in the Company premises, except when authorized by the Management.  Deliberately working slowly, suspending work and / or restricting output whilst on duty without justified cause.

56  Provoking, insulting instigating or getting involved in a fight inside the company premises.  Utilizing any working equipment for the purposes other than they intended for.  Engaging in any political activities.  Distribution written or printed matter of any description on the company premises unless approved by the management.  Late attendance for more than 3 days in a month.  Habitual absence from work without authorized leave, or overstaying sanctioned leave without sufficient cause / permission.  Participating in illegal or unjustified strikes, or inviting any other employees to participate in the same.  Engaging in riots, disorderly or indecent behavior, within or in the vicinity of the company.  Behaving indecently with fellow employees and / or guests.  Spreading false rumors or giving false information which puts the company and its employees to disrepute.  Demanding, accepting and / or giving bribes.  Refusal by an employee to work in another department.  Refusing to accept a charge sheet / order or any other official communication. If an employee refuses to accept such a communication, it will be put up on the

57 notice board and shall be deemed as served / send by registered AD to the present / permanent address.  Preparing false bills or statements of expenditure.  Remaining within the hotel premises outside working hours without permission.  Entering or attempting to leave the premises by force. Entering the restaurant earlier than half an hour from start of duty except when asked by immediate supervisor.  Possession of any lethal weapons at company premises at any time.  Failure to be well attired according to company specification at all times while at company premises.  Taking notes, drawing, sketching or taking photographs of any plant, work process, except with specific permission of the Management.  Drinking alcohol on the premises of the Unit.  Smoking within the premises of the Unit.  Any other act subversive of discipline.  The acts of misconduct, mentioned herein are only illustrative and not exhaustive.

58 EMPLOYEE BEHAVIOURAL NORMS

OBJECTIVE  Guidelines for employee behavior in order for organization and its employee to grow while being customer focused & profit driven.

O.L.I.P.  Openness  Loyalty  Integrity  Proactivity

¬ OPENNESS  First Name to be used as a form of address

59  Accessibility  The highest levels of the organization to be accessible to every employee  Diversity of opinions to be valued  Diversity in cultures to be respected  Information to be shared actively with all employees to promote “sense of belonging”

¬ LOYALITY  Commitment o To the organization o Critique of organization to be objective & restricted to appropriate internal forums

 Confidentiality o Respect your access to information

 Colleagues o Speak of colleagues in their absence as you would as if they were present

¬ INTEGRITY  Commitment o To meet ones commitment o Under promise & over delivery

60 ¬ PROACTIVITY  Mindset o Plan & think ahead o Be a part of the solution o Strive to achieve inspite of our environment

CERTIFICATION PROCEDURE

TO BE CERTIFIED!!!!!!!!!!!!!!!!!

CANDIDATES NEED TO SCORE 90% SCORE IN THEIR ORIENTATION & CHAMPS CERTIFICATION TEST.

THE TEST IS OF OBJECTIVE NATURE AND THEY NEED TO GO THROUGH THEIR ORIENTATION FOLDERS THROUGHLY.

61 MARKETING YESTARDAY & TODAY

MARKETNG AS AN EQUAL MARKETING AS AN FUNCTION FUNCTION

62 MARKETING AS A MAJOR CUSTOMER AS A CONTROLLING FUNCTION FUNCTION

CUSTOMER AS A CONTROLLING FUNCTION & MARKETING AS INTELLEGENCE FUNCTION Change is occurring at an accelerating rate, today is not like yesterday, and tomorrow will be different from today. Marketing for most of the people a few years ago only meant “selling”. It began and ended with selling i.e. “with finding a customer for your offering”. But today, every company’s set of beliefs and practices is undergoing challenge and change. The business enterprises have started concentrating on their products, i.e. there is a shift from profit orientation to product orientation. Marketing deals with identifying and meeting human and social needs.

Marketing is typically seen as the task of creating, promoting and delivering goods and services to consumers and businesses. Today, marketers are involved in marketing 10 types of entities – goods, services, experiences, events, persons, places, properties, organizations, information & ideas. The market place has changed radically as a result of major societal forces such

63 as technological advances, globalization & deregulations. Due to this, the marketers have added new philosophies, concepts and tools like:

 Relationship marketing from focusing on transactions to building long-term profitable customer relationships.

 Customer lifetime value from making a profit on each sale to making profits by managing customer lifetime value.

 Target marketing from selling to everyone to trying to be the best firm serving well designed target markets.

 Integrated marketing communications from heavy reliance on one communication tool to blending several tool to deliver consistent brand image.

Thus, today the business entities have to find the right kind of offerings for their customers instead of finding customers for their current offerings.

64 CHANGE IN PHILOSOPHY OF MARKETING

PARTICUL OLD NEW STRATEGIC ARS PHILOSO PHILOSO PHILOSOPH PHY PHY Y ERA PRE – 1960 – POST – 1990 1960 1990 FOCUS PRODUCT CUSTOME WAY OF R DOING BUSINESS MEAN HARD INTEGRAT KNOWLEDGE SELLING ED AND

65 MARKETIN EXPERIENCE G MIX ENDS PROFITS VALUE MUTUALLY BENEFICIAL RELATIONSH IPS MARKETIN SELLING RECOGNIZ EVERYTHING G ED AS AN IMP. FUNCTION

MARKETING MIX

Product

Price Positioning

66 Marketing Pace Place Mix

Promotion Packaging

Product Portfolio Mngt.

Packaging, pace, positioning & product portfolio management are new entrants to the traditional four some of product, price, place & promotion in any corporate marketing mix. Marketers use numerous tools to elicit desired responses from their target markets. These tools constitute a marketing mix.

Thus, marketing mix is the set of marketing tools that the firm uses to pursue its marketing objectives in the target market.

67 Marketing mix decisions must be made for influencing the trade channels as well as the final consumers. The 8 P’s of marketing are : product, price, promotion, place positioning, product portfolio management and packaging.

(1) Product: Product is a key element in the market offering. A product is anything that can be offered to a market to satisfy a want or need.

Pizza Hut provide a variety of pizzas to its customers. The Pizza Hut outlets in Ahmedabad and Surat are the only 100% pure vegetarian outlets in the whole world. The pizzas are flexible to the taste and preferences of the customers. They can be divided into three categories:

i. Personal Pan Pizza which serves one person. ii. Medium Pizza which serves two person. iii. Family Pizza which serves four people.

Customers can choose from two types of crust Pan Pizza or the Italian.

No root based ingredients are used an the sauce and other garnishing do not contain onion and garlic in case of Jain specialties.

68 Besides the wide variety of choices in pizzas, the customers also get a very good choice in soups, appetizers, pastas, salad, beverages and desserts.

(2) Prices: Price is that marketing mix element which produces revenue. It is one of the most flexible elements as it can be changed quickly.

The prices of Pizza Hut are comparatively high. They attribute the high prices of their products to maintenance of quality food. They have tried to draw in more crowd by reducing the minimum price of their product from Rs. 95 to Rs. 65.

A few months back there was a scheme known as ‘Pizza Unlimited’ under which a customer could get one pizza free of the same value at any Pizza Hut outlet on purchasing a card worth Rs. 195 only.

The line ‘Half an hour or half the price’ says it all. Under this, if a customer does not get his home delivery within 30 minutes of placing the order, he has to pay half the price of pizzas.

(3) Promotion:

69 Promotion includes all the activities that the company undertakes to communicate and promote its products to the target market. It is persuasive communication to inform potential customers of the existence of products, to persuade and convince them that those products have want satisfying capabilities. Promotional efforts of a company act as powerful tools of competition providing the cutting edge of its entire marketing program. It includes advertising, publicity, personal selling and sales promotion.

Pizza Hut has been successful in creating an excellent image of itself as an elite and premium pizza parlor. The name ‘Pizza Hut’ itself enjoys word of mouth publicity. It also sponsors various programs and tournaments. It was one of the co-sponsors in the one day series between India and West Indies.

(4) Place: Place includes the various activities that the company undertakes to make the product accessible and available to target customers.

Pizza Hut is franchised globally. It is a milestone in itself that it has been recognized and accepted round the world. There are Pizza Hut outlets in all the prominent cities in India.

(5) Positioning:

70 Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the target market’s mind. Pizza Hut positioned as the most premium class of products, higher the price, higher is the quality perceived by the customers.

Pizza Hut products hold a distinctive position in customers mind and it would be hard for a competitor to claim them. The product is positioned as the leader in its category and as an offering best quality.

(6) Packaging: Packaging includes the activities of designing and producing the container for a product. Packaging has become a potent marketing tool. Well designed packages create convenience and promotional value.

In Pizza Hut, mostly the pizzas are served instantly. Hence, they don’t need to be packed. But incase of home deliveries, they are packed in boxes with aluminum foils which are then placed in special bags that maintain the temperature inside, prevents the food from getting cold and eliminates generation of bacteria in them. Then they are carried in specially modified scooters which have a container that can accommodate 20 pizza boxes ready to be delivered at the time.

(7) Pace:

71 Today’s era is highly competitive. Pace is one of the differentiating factor and it also acts as a company’s USP. Pizza Hut’s key to retain its competitive advantage lies in keeping focused on the basic principles of

 Be customer driven  Adopt quickly to the changing environment (8) Product Portfolio Management: It is a continuous process of evaluating the product portfolio i.e., the multiple products or brands of the company. Through this the company tries to maintain the most profitable brands and withdraw big products from the market.

For Pizza Hut product portfolio management has become a strategic tool to maintain its competitive edge. In Pizza Hut, product portfolio management is done by YUM BRANDS INTERNATIONAL.

72 MAIN COMPETITORS

Today, competition is not only rife but also growing more intense every year. Competitors are companies that satisfy the same customer need. It is a simple task for a company to identify its competitors.

Once a company identifies its primary competitors, it must ascertain their strategies, objectives, strengths & weaknesses, and reaction patterns. Whether competitors can carry out their strategies and reach their goals depends on their resources and capabilities. A company’s closest competitors are those seeking to satisfy the same customers and needs and making similar offers.

A company should also pay attention to latent competitors, who may offer new or other ways to satisfy the same needs. A manager needs to conduct a customer

73 value analysis to reveal the company’s strengths & weaknesses relative to competitors.

¬ INTERNATIONAL COMPETITORS OF PIZZA HUT

♣ Burger King

♣ Smoking Joes

♣ KFC

♣ Domino’s

♣ U.S. Pizza

♣ Mc. Donald’s

¬ NATIONAL COMPETITORS OF PIZZA HUT

♣ Domino’s

♣ U.S. Pizza

♣ Smoking Joes

♣ Mc. Donald’s

¬ LOCAL COMPETITORS OF PIZZA HUT

In different cities of different states there are lots of local branded restaurants where also people prefer to go because of their some personal beliefs, perception, attitudes, tastes and preferences.

Through Mc. Donald’s serves different categories of

74 food, people when thinking of branded international restaurant, do prefer more Mc. Donald’s than Pizza Hut due to their personal beliefs. So in this way, though Mc. Donald’s doesn’t come under the same category as that of Pizza Hut, it is its one of the competitors.

SOCIETAL MARKETING CONCEPT

Marketing activities must be carried out under a well thought out philosophy of efficient, effective and socially responsible marketing. However, there are five competing concepts under which organizations conduct marketing activities: the product concept, product concept, selling concept, marketing concept and societal marketing concept.

The societal marketing concept holds that the organization’s task is to determine the needs, wants, and interests of target markets and to deliver the desired

75 satisfaction more and effectively and efficiently than competitors in a way that preserves or enhances the consumer’s and the society’s well being. This concept call upon marketers to build social and ethical considerations into their marketing practices. They must balance the often conflicting criteria of company profits, consumer want satisfaction and public interest. Yet a number of companies have achieved notable sales and profits by adopting and practicing the societal marketing concept.

Pizza Hut has been successfully practicing the societal marketing concept. In 1979, it had raised $ 3,42,000 for Easter Seals from national promotion. It launched the “BOOK IT!” national reading incentive program in 1984 with 2,00,000 elementary students enrolled in it. In 1989, the Pizza Hut Jobs Plus Program was introduced which employed individuals with physical and developmental disabilities. It provided 1,20,000 Andrew wreaked havoc in Florida in 1992. In the same year, the Pizza Hut were redesigned to save 2,75,000 tree a year. In 1993, the Harvest Program was launched to donate surplus food to food rescue agencies. The Deliver Me Home program was created by Pizza Hut and the National Center for Missing & Exploited Children in US and it was tested at the Dallas International Airport to inform the community of an important identification tool in helping to locate, identify and return missing children to their families.

76 One of the most recent event which reflects Pizza Hut’s societal concept is that of Tsunami which clashed on the shores of India, Sri Lanka, and some other countries on 26th December, 2004 in which Pizza Hut collected relief funds from India as well as other countries to help the affected people who came under the threat of Tsunami by providing them clothes, food, medical services and other needy things to them.

ADVERTISING

Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by a identified sponsor. Advertisements are a cost effective

77 way to disseminate messages, whether to build brand preference or to educate people or trigger quick sales. Advertising can efficiently reach geographically dispersed buyers.

The advertising objectives must flow from prior decisions on target market, market positioning, and marketing mix. The main objectives of all promotional efforts of Pizza Hut, inclusive of advertising is to create a strong brand image in the minds of consumers that cannot be claimed by competitors.

Most companies use an outside agency to help create advertising campaigns and to select and purchase media. Yum Brands International takes care of all the marketing activities of Pizza Hut franchisees in India. It means that from the designing of advertisement to presentation of advertisement in front of people. Everything is managed by Yum Brands International.

In 1958, musical jingle developed for Pizza Hut’s 1st T.V. commercial, the different medias used by Pizza Hut for advertisement are as under:

¬ Television ¬ Hoardings ¬ Selected newspapers ¬ Leaflets

78 ¬ Kiosks

Pizza Hut levies a 6.3% advertising fee on its franchisees i.e. 6.3% of net sales every month goes for marketing activities. It spends half of its budget on national media and half of its budget on regional and local media. Some national advertising is wasted because of low penetration in certain areas. Thus, even though Pizza Hut may have a 30% share of the franchised pizza market nationally. This share may vary from 5% in some cities to 70% in others. Incase of launching a new product or opening of anew outlet, there is a press launch.

BRAND MANAGEMENT

79 Perhaps the most distinctive skill of professional marketers is their ability to create, maintain, protect and enhance brands. Marketers say the “branding is the art and corner stone of marketing.” A brand is a name, term, sign, symbol or design or a combination of them, intended to identify the goods or services of one seller and to differentiate them from those of competitors. A brand is essentially a seller’s promise to deliver a specific set of features, benefits, values, culture, personality or user of the product. Br4ands vary in the amount of power and value they have in the marketplace. At one end there are brands that are not known by most buyers. Then there are brands for which buyers have a fairly high degree of brand awareness.

The result of the entrepreneurial efforts of Grank & Dan Carney was the first Pizza Hut restaurant in 1958. But the red roof as a symbol for restaurants was adopted in 1969. Today, Pizza Hut is the world’s largest Pizza restaurant chain, with nearly 12,000 restaurants and delivery carry out units in more than 86 countries. In order to build brand awareness and brand preference, Pizza Hut gives creative advertisements on TV & newspapers. Besides the “Job Plus Program” which employs individuals with physical and developmental disabilities has been recognized as the largest corporate initiative of its kind in the food service industry. Thus, providing such visible support to a social cause like this creates not only

80 awareness but also preference for Pizza Hut products along with the world class quality of food and services that it provides.

CONSUMERS SERVICES & RELATIONSHIP MARKETING

More companies today are moving their emphasis from transaction marketing to relationship marketing. Relationship marketing has the aim of building long term mutually satisfying relations with key parties customers, suppliers, distributors – in order to earn and retain their long term preference and business. Marketers accomplish this by promising and delivering high quality products and services at fair prices to other parties over time. Relationship marketing builds strong economic, technical and social ties among the parties. Today, a company is not seeking an immediate sale but rather to build a long term suppliers customer relationship. The operating principle is simple: “Build an effective network of relationships with key stakeholders and profits will follow”.

The guiding principle behind Pizza Hut’s success story can be summed up in two lines: “Its all about customers”. Imagine: No Customers – No Pizzas – No Us. The goal of Pizza Hut is “To give every customer a reason to return”. This goal is achieved through CHAMPS:

81 C - Cleanliness H - Hospitality A - Accuracy M - Maintenance P - Product Quality S - Speed of Service Pizza Hut is a customer centered organization which makes it easy for its customers to deliver suggestions and complaints. It gives feedback forms to the customers to know their likes & dislikes. Customers can even give their suggestions and complaints on its website. The entire work force is well trained and groomed to serve the customers better than any one else as satisfied customers ensure profit as well as growth.

Hence, ‘customer focus’ is the key word over here which has made Pizza Hut the favorite Pizza restaurant brand in the country.

82 PROBLEM SOLVING PRINCIPLES OF PIZZA HUT

 Never argue with the customers.

 Never blame other Team Member.

 Solve the problem before it becomes a complaint.

 Treat the customer as you want to be treated.

 Never let the customer leave unhappy.

83 MARKETING RESEARCH PROCESS

Effective marketing research involves the following steps:

Problem / opportunity identification

Creation of the Research design

Choice of Method of Research

Selection of the Sampling procedure

Collection of the data

Analysis of the data

84 Writing & Presenting the report

Follow-up

(1) PROBLEM IDENTIFICATION In this stage the problem is first identified for which research is to be carried out.

In order to avoid waste in time and money, it is necessary to define the marketing problem in specific terms. An early step in the process is a situation analysis or a survey of available data regarding the company. Through this we can arrive at a hypothesis or presumption and a refinement of the problem definition. A problem should neither be defined too broadly nor too narrowly. A plan may be prepared for each problem and a master plan can combine all the plans.

The 2surveys had been undertaken in order to answer some questions like:

1. To know food habits of Rajkot people. It means that which kind of food people prefer. 2. Which Pizza and Domino’s in term of quality, price, services, infrastructure, etc. 3. What is the level of satisfaction provided by Pizza Hut to its customers in comparison to their expectations?

85 4. How often do customers visit Pizza Hut and what is the best thing about Pizza Hut according to them. 5. How much people can afford per head food bill & what are the important factors for them to visit any restaurant.

(2) RESEARCH DESIGN The second stage of marketing research calls for developing the most efficient plan for gathering the needed information. Designing a research plan calls for decision on the data sources, research approaches, research instruments, sampling plan and contact methods.

 DATA SOURCES: - Information can be collected through secondary data, primary data or both. Secondary data are data that were collected for another purpose and already exist somewhere. Primary data are data gathered for a specific purpose or for a specific research project.

 RESEARCH APPROACH: - Primary data can be collected in five ways: - observation, focus groups, surveys, behavioral data and experiments.

(1) Observation method the researcher instead of asking, just observes and records the behaviors of

86 respondents. Observations can be done by the researcher himself or through mechanical devices. (2) In focus group research a focus group is gathered which consists of 6-10 people who are invited to spend a few hours with a skilled moderator to discuss a product, service, organization or other marketing entity. (3) Surveys are undertaken to learn about people’s knowledge, beliefs, preferences and satisfaction and to measure these magnitudes in the general population. (4) Behavioral data, customers leave traces of their purchasing behaviors in store scanning data, catalog purchase records and customer data-bases. In this method, such data is used to solve a problem. (5) Experimental research is the most scientifically valid research. The purpose of experimental research is to capture cause-and-effect relationship by eliminating. Competing explanations of the observed findings.

(3) CHOICE OF METHOD OF RESEARCH Marketing researchers have a choice of two main research instruments in collection primary data.

They are

Questionnaires Mechanical Devies

87  A Questionnaire consist of a set of questions presented to respondents for their answers,  Mechanical Devices like galvanometers tachistoscope, audiometer, etc. are occasionally used in marketing research.

(4) SELECTION OF THE PROCEDURE After deciding on the research approach and instruments. Marketing researcher must design a sampling plan this plan calls for three decisions.

They are

Sampling units Sample Size Sample Procedure

 Sampling units answers the question who is to be surveyed? Marketing research must define the target population that will be sampled.  Sampling size answers the question how many people should be surveyed? Large samples gives more reliable results than small but sometimes even small provides good reliability, given a credible sampling procedure.  Sampling procedure answers the questions how should respondents be chosen? There are two different types of techniques used for sampling.

88 They are

Probability Techniques Non-Probability Techniques

 Probability Techniques sampling allows the calculation of confidence limits for sampling errors and each sample has an equal chance of selection. Probability sampling techniques includes random sampling, systematic sampling, stratified sampling, area sampling and multi stage sampling random sampling.

(5) COLLECTION OF INFORMATION The data collection phase of marketing research is generally the most expensive and the most prone to error. In the case of surveys four major problems arise. Some respondents will not be at home and must be re-contacted to replace. Other respondents will refuse to co-operate. Still others will give biased on dishonest answers. Finally some interviewers will be biased and dishonest.

(6) ANALYZE THE INFORMATION The next to last step in the marketing research process is to extract findings from the collected data. The researcher tabulates the data and develops frequency distribution. Averages and measures of dispersion are computed for the major variables. The researcher will also

89 apply some advanced statistical techniques and decision models in the hope of discovering additional findings.

(7) PRESENTING THE REPORT As the last step, the researcher presents the findings to the relevant parties. The researcher should present major findings that are relevant to the major marketing decisions facing management.

90 • Pizza Hut serves more than 1.7 million pizzas every day, to approximately 4 million customers worldwide. • Pizza Hut is the world's largest pizza restaurant chain, with nearly 12,000 restaurants, delivery-carry out units and kiosks in more than 86 countries. It employs more than 240,000 people worldwide. • Pizza Hut uses 2.5 percent of all the milk (over 3.2 billion pounds) produced in the U.S. every year for cheese. That cheese production requires a herd of 250,000 dairy cows producing at full capacity 365 days a year. Pizza Hut uses more than 360 million pounds of REAL cheese per year; of that, 335 million pounds is mozzarella cheese. Stuffed Crust Pizza used approximately 50% of the 35 million pounds of string cheese produced in the U.S. in 1995. • The highest volume Pizza Hut restaurant in the world is in Paris, followed by stores located in Moscow, Hong Kong and the U.K. Outside the U.S., the country with the most Pizza Hut units is Australia, followed by Canada and the U.K. • In 1991, Pizza Hut made one of its most historic deliveries - - to Russian President Boris Yeltsin and his supporters, who prevailed over an attempted political coup. When food supplies dwindled in the Russian Parliament Building, Yeltsin called Pizza Hut delivery. • Pizza Hut uses more than 700 million pounds of pepperoni per year. If you lay those pepperoni slices side by side, they would create a paths that would stretch around the world twice and go to the moon!

91 • There are 4.2 billion pizza purchases made every year, which equates to 11.5 million purchases every day. Half of these purchases are done on Friday and Saturday. • A national survey commissioned by Pizza Hut revealed that 18-29 year-old males preferred pizza to ice cream, cookies and candy when indulging their palates and nearly one-third of those surveyed rank pizzas as their favorite indulgence food over cookie, cake and candy.

92 MY OBSERVATION

During the span of my training on the premises of Pizza Hut, I observed a lot of things. First of all the activities were carried out in a thoroughly professional manner. All the employees were trained very well which made the customers extremely satisfied with their service and behavior. There was total discipline among the employees as far as their timings attire, hygiene and grooming was concerned. They could easily approach with their problems to the Restaurant General Manager and Unit Manager who share an excellent rapport with them.

The kitchen and the dinning space were maintained up to international standards. The management also practiced innovative ways of getting feedback from the customers. They have to be on the toes since their cliental is the most premium class of the society and they cannot afford to disappoint them in any way.

The only thing that limits the number of people coming to Pizza Hut is its highly priced products on which they are working right now. The outlet gets a very good crowd on weekends which tend to narrow down during weekdays. Even than Pizza Hut is the second most preferred Pizza Parlor in Ahmedabad according to the survey conducted by me.

93 SCOPE OF STUDY

Marketing research in general has a very wide scope. Scope refers to the various avenues which are covered under a given field of study. Marketing Research covers advertising, pricing, sales and distribution researches and so on. Every research study starts with a problem and the conclusions derived from the study becomes an information of paramount importance in making business decisions. Decisions taken on the basis of research conclusion yields miraculous results. Objective of the research study is one is one of the decisions to be taken by the firm. However, there are indirect implications of any research study. Scope of the research study directly depends upon the type and quality of research. Research done with general objectives will have wider scope as compared to research done with a specific objective.

As I have done two kinds of survey, Food habits of Rajkot people and Feedback of customers of Pizza Hut. The scope of survey conducted by me can be summarized as follows:

94 1. Profile of consumers 2. Consumer Behavior 3. Brand Awareness & Brand Importance 4. Competitive Analysis 5. Product Portfolio Management 6. Modifications in the pricing strategy 7. Advertising effectiveness 8. Level of customer satisfaction for quality, services, taste & infrastructure. 9. Types of food people prefer 10. Important factors to be considered to visit any restaurant 11. Opinion about the future of fast food business 12. Reasons to like Pizza Hut 13. Suggestions for better prospectus of Pizza Hut

95 METHODOLOGY IN A NUT SHELL

Formulation of Research Problem The survey was conducted to find out the consumer behavior

Research Design The survey method is used here as personal interaction is possible

Determination of Sources of Data The survey is based solely on primary data collected from actual customers

Determining Sample Design & Size Simple Random Sampling was used to select the sample size of 150 customers

Conducting the Field Survey The survey was conducted in Rajkot & Ahmedabad PresentingAnalysis the& Interpretation research report TheThe data findings collected and recommendationswas tabulated first. were The 96 tabulatedthen embodied data was in then the projectinterpreted report and LIMITATIONS OF THE STUDY

The limitations of the research study can be summarized as under:

 LIMITATION OF TIME: The time specified for the way the survey was 15 days which is a short time to analyze each and every aspect related to the unit. If the time allowed would have been more, then the selection and size could have been improved and thus, degree of accuracy of the findings would have been higher.

 LIMITATION OF SAMPLE SIZE: The information embodied in the report may not prove to be perfect and reliable since only a small sample size of 100 was selected for food habits of Rajkot People and 50 people for their feedback as customers of Pizza Hut. Moreover as the non probability sampling method was

97 used, the representatives of the sample selected could not be determined.

 LIMITATION OF AREA: Hence, the area covered was not “Food habits of Rajkot people”, this survey was conducted in Rajkot while “Feedback of customers”, this survey was conducted in Ahmedabad extensive enough. It may so happen that the information collected in any other city may reveal different information from what is presented here.

TABULATION OF DATA

Tabulation comprises of sorting of the data into different categories and counting the number of cases that belong to each category. The simplest way to tabulate is to count the number of responses to different variables of different questions where only one variable is involved in tabulation, it is known as univariate tabulation. Where two or more variables are involved in tabulation, it is called bivariate tabulation. In marketing research project, generally both types of tabulation are used.

The tabulation may be done by hand or machine depending on the complexity of the questionnaire. The number of tabulation will depend on the number of

98 variables and the number of responses to a question depends on the same sample size.

In my research study, the sample size was 100 customers. The limited sample size and the simple designing of the questions, not involving large number of variables, made hand tabulation possible and comparatively easier.

ANALYSIS & INTERPRETATION OF DATA

The data now collected requires analysis and interpretation. In order to facilitate interpretation, the tabulated data has to be framed in the best form of statistical summarization whether in percentage or average and so on. The statistical conclusion must then be converted into recommendations on marketing polices which tends to prove very useful for the company.

99 The relationship between the facts and the recommendations must be real. A purely theoretical interpretation may be modified by practical considerations, such as the condition of the company and the market and the probable opposition of executives. If possible, recommendations can and should be interpreted into concrete gains which would follow the proposed course of action.

The method used by me is conversion of tabulated data into percentage form to facilitate easy interpretation.

100 Q. 1Opinion of 100 people.

Sr. Particul No. of ars Respondents 1. Male 46 2. Female 54 Total 100

Opinion of People 5 4 55

50 4

6 Male 45 Female

40 Male Female

Interpretation I have conducted survey of 100 persons, out of them 54 are females and 46 are males.

101 Q. 2Age group

Sr. Age No. of Group Respondents 1. 10-18 25 2. 18-25 25 3. 25-35 25 4. 35 & 25 above Total 100

Age Group

25% 25% Oct-18 18-25 25-35 25% 25% 35 & above

Interpretation I have conducted survey of 25 people in each age group.

102 Q. 3Profession

Sr. Profession No. of Respondents 1. Student 38 2. House Wife 13 3. Self Employed 14 4. Government 17 Service 5. Private Service 6 6. Industrialist 5 7. Professionals 5 8. Others 2 Total 100

Profession Student House Wife 5% 5% 2% Self Employed 6% 38% Government Service Private Service 17% Industrialist Professionals 14% 13% Others

Interpretation In my survey of 100 people, there is majority of students.

103 Q. 4Financial Status

Sr. Status No. of Respondents 1. Independe 44 nt 2. Dependent 56 Total 100

Status

60 56 44 40 Independent 20 Dependent

0 Independent Dependent

Interpretation In my survey of 100 people, there is majority of financially dependent people.

104 Q. 5Income Group (Average Monthly Income)

Sr. Income No. of Respondents 1. 7500 – 67 15000 2. 15000 – 18 30000 3. 30000 & 15 above Total 100

Income Group

80 67 60 40 7500 – 15000 20 18 15 15000 – 30000 0 7500 –15000 30000 30000 & above 15000 – & 30000 above

Interpretation From the above chart, we can see that most of the people of Rajkot are from middle class income group, whose monthly income is between Rs. 7500 to Rs. 15000.

105 Q. 6How often you go outside for meals?

Sr. Go out for No. of Meals Respondents 1. Daily 3 2. Weekly 27 3. Fortnightly 17 4. Monthly 32 5. Personal 43 Celebration 6. During Festival 33 Days

Go out for Meals Daily

Weekly

21% 2% 17% Fortnightly 11% Monthly

Personal 28% 21% Celebration During Festival Days

Interpretation From the above chart, we can see that people of Rajkot are used to go out for meals especially during festival days and personal celebrations. Here numbers of respondents are more than 100 persons because the persons who are going out for meals on festival days and personal celebrations are

106 also often going out weekly, fortnightly and monthly.

107 Q. 7With whom you are going?

Sr. Particular No. of s Respondents 1. Alone 4 2. With 57 Friends 3. With 84 Family 4. Beloved 12

With whom go out

100 84 80 Alone 60 57 40 With Friends 20 12 4 With Family 0 Beloved Alone With Family

Interpretation From the above chart, we can say that people usually go there with their family members and friends.

108 Q. 8When you go outside, which kind of food you prefer.

Ranking % Sr. Food 1 s t 2 n d 3 r d 4 t h 5 t h 6 t h 7 t h 8 t h Total 1. Gujarati 12 14 14 20 15 15 5 5 13.05 2. Fast Food 21 22 24 21 8 1 2 1 17.03 3. Punjabi 36 19 14 9 14 4 2 2 17.25 4. Chinese 13 24 12 1 23 15 7 5 14.02 Continent 5. 2 6 13 19 17 31 10 2 11.24 al 6. Thai Food 1 2 4 7 11 12 53 10 9.08 South 7. 14 12 19 22 12 10 6 5 14.30 Indian 8. Others 1 1 0 1 0 12 15 17 4.03 10 10 10 10 10 10 10 10 Total 100 0 0 0 0 0 0 0 0

Food Preference Gujarati Fast Food Punjabi 14% 4% 13% Chinese 18% 9% Continental Thai Food 11% South Indian 14% 17% Others

Interpretation From the above chart, I can conclude that Rajkot people like Punjabi food and fast food the most and after that South Indian, Chinese, Gujarati, Continental, Thai Food and other food like Mexican and Italian food, etc.

109 Q. 9Which are the important factors for you, when you visit any fast food center / restaurant.

Important Ranking % Sr. Factors 1 s t 2 n d 3 r d 4 t h 5 t h 6 t h 7 t h 8 t h Total 1. Hygienic 20 15 9 12 9 7 17 11 13.56 2. Quality 29 23 24 13 8 0 3 0 17.87 3. Taste 25 26 7 7 8 6 11 10 14.57 Brand 4. 7 10 11 10 11 19 12 20 10.75 Name 5. Service 6 7 16 19 18 11 14 9 11.94 6. Price 6 9 17 12 18 24 10 4 12.35 7. Location 5 5 10 18 19 20 13 10 11.02 Internal 8. Environme 2 5 6 9 9 13 20 36 7.94 nt 10 10 10 10 10 10 10 10 Total 100 0 0 0 0 0 0 0 0

Important Factors Hygienic Quality

Taste 8% 14% 11% Brand Name 17% Service

12% Price

12% Location 11% 15% Internal Environment

Interpretation From the above chart, we can say that Rajkot people are more quality conscious and after quality for them tastes and hygienic are most important factors and after that brand name, price, service,

110 location and internal environment are important factors. Q.10 Which type of Restaurant do you prefer?

Sr. Restaurant No. of Respondents 1. Vegetarian 79 2. Non 6 Vegetarian 3. Combined 15 Total 100

Restaurant Type

80 79 60 40 Vegetarian 20 15 Non Vegetarian 6 0 Combined Vegetarian Combined

Interpretation As people of Rajkot are pure vegetarian, they definitely prefer only vegetarian restaurant.

111 Q.11 Which type of taste do you like most?

Sr. Taste No. of Respondents 1. Spicy 59 2. Sweet 14 3. Sweet ‘n’ 21 Sour 4. Others 6 Total 100

Taste

6% 21% Spicy Sweet

59% Sweet ‘n’ Sour 14% Others

Interpretation From the above chart, we can see that most of the people of all the age group prefer more spicy taste.

112 Q.12 The average food bill, you can afford per head.

Sr. Average No. of Bill Respondents 1. 25 – 50 10 2. 50 – 100 53 3. 100 – 200 32 4. 200 & 5 More Total 100

Average Bill per head

5% 10% 25 – 50 32% 50 – 100 100 – 200 53% 200 & More

Interpretation From the above chart, we can see that as most of the people are from middle class, they can afford Rs. 50 to Rs. 100 per head food bill. There are very less people who can afford per head food bill more than Rs. 100.

113 Q.13 How much brand name is important for you?

Sr. Brand No. of Name Respondents 1. Very much 40 2. Not very 60 much Total 100

Brand Name

60 60 40 40 Very much 20 Not very much 0 Very much Not very much

Interpretation From the above chart, we can see that there are 40% people for whom brand name is very much important factor and 60% people for whom brand name is not very much important. For these people, other factors are more important than brand name.

114 Q.14 Please rank the following brand name.

Ranking % Sr. Name 1 s t 2 n d 3 r d 4 t h Total 1. Pizza Hut 36 41 20 3 27.33 Mc 2. 38 33 22 7 33.47 Donald’s 3. Dominos 19 22 42 17 22.87 4. US Pizza 7 4 16 73 16.33 10 10 10 10 Total 100 0 0 0 0

Brand Names

16% 27% Pizza Hut Mc Donald’s 23% Dominos US Pizza 34%

Interpretation From the above chart, we can say that in the mind of Rajkot people, both Mc Donald’s and Pizza Hut are having equal position as a international branded restaurant. Still on the first rank they prefer Mc Donald’s and on the second rank comes Pizza Hut. For them local branded restaurants, such as Big Bite, Shiv, Lord’s Banquette, Temptation, etc. are also important, but on the last

115 rank, when the point is of international branded restaurant.

116 Q.15 Have you visited Pizza Hut?

Sr. Visi No. of t Respondents 1. Yes 43 2. No 57 Total 100

Visit to Pizza Hut

60

40 Yes 20 No

0 Yes No

Interpretation Even though Pizza Hut is not available in Rajkot City, 43% of the people have visited Pizza Hut in other cities. This shows that when Pizza Hut will open in Rajkot they will get more market share.

117 Q.15A If yes to above question, then how many times?

Sr. No. of No. of Visits Respondents 1. Once 20 2. Twice 14 3. Several 9 Times Total 43

No. of Visits

20 20 15 14 10 9 Once 5 Twice 0 Several Times Once Twice Several Times

Interpretation From the above question no. 15, we came to know about people’s craze about Pizza Hut. As there is no Pizza Hut in Rajkot City, then also 43% of the people have visited Pizza Hut in other cities. From the people, who have visited Pizza Hut in other cities, there are 50% of the people who have visited it once, 30% visited twice and 20% visited several times.

118 Q.16 The rate of Pizza and other food in Pizza Hut is:

Sr. Rates No. of Respondents 1. Affordabl 52 e 2. High 48 Rate Total 100

Rate in Pizza Hut

52 52

50 Affordable 48 48 High Rate

46 Affordable High Rate

Interpretation As most of the people in my survey come in middle class group, 52% of them are saying that the rate of food in Pizza Hut is very high.

119 Q.17 What can be the market potentiality for Pizza Hut in Rajkot?

Sr. Potential No. of ity Respondents 1. Excellent 23 2. Very Good 35 3. Good 27 4. OK 15 5. Dull 0 Total 100

Market Potentiality

15% 0% 23% Excellent Very Good Good 27% OK 35% Dull

Interpretation From the above chart, we can say that the market potentiality of Pizza Hut in Rajkot City is very good as people like fast food and most of the young generation really wants this type of restaurant in their famous City Rajkot, as it is mini metro centre, which is also known as mini Mumbai.

120 Q.18 If Pizza Hut opens in Rajkot, will you visit it?

Sr. Particul No. of ars Respondents 1. Yes 95 2. No 5 Total 100

Visit to Pizza Hut, Rajkot

95 100

Yes 50 No 5 0 Yes No

Interpretation From the above chart, we can see that 95% of people are waiting for at least one branch of Pizza Hut in Rajkot City.

121 122 Q. 1Opinion of 50 people.

Sr. Particul No. of ars Respondents 1. Male 24 2. Female 26 Total 50

No. of Respondents

26 26

25 Male 24 24 Female

23 Male Female

Interpretation I have conducted the survey of 50 customers of Ahmedabad City who have visited Pizza Hut there.

123 Q. 2Age group

Sr. Age No. of Group Respondents 1. 10-18 8 2. 18-25 19 3. 25-35 15 4. 35 & 8 above Total 50

Age Group

16% 16% Oct-18 18-25 25-35 30% 38% 35 & above

Interpretation In my survey, there is majority of people whose age is between 18 – 25 years.

124 Q. 3Profession

Sr. Profession No. of Respondents 1. Student 27 2. House Wife 3 3. Self Employed 3 4. Government 3 Service 5. Private Service 5 6. Industrialist 2 7. Professionals 5 8. Others 2 Total 50

Profession Student

House Wife 4% 10% Self Employed 4% Government Service 10% Private Service 54% 6% Industrialist 6% Professionals 6% Others

Interpretation In my survey of 50 people, there is majority of students.

125 Q. 4Financial Status

Sr. Status No. of Respondents 1. Independe 23 nt 2. Dependent 27 Total 50

Financial Status

28 27 26 Independent 24 23 Dependent 22 20 Independent Dependent

Interpretation In my survey of 50 people, there is majority of financial dependent people.

126 Q. 5Income Group (Average Monthly Income)

Sr. Income No. of Respondents 1. 7500 – 26 15000 2. 15000 – 14 30000 3. 30000 & 10 above Total 50

Income Group

30

20 7500 – 15000 10 15000 – 30000

0 30000 & above 7500 – 15000 – 30000 15000 30000 & above

Interpretation From the above chart, we can see that 52% customers are from lower income group and 48% customers are from higher income group.

127 Q. 6How do you come to know about Pizza Hut?

Sr. Particul No. of ars Respondents 1. TV 18 2. Newspap 3 er 3. Friends 24 4. Others 5 Total 50

Come to know about Pizza Hut

10% TV 36% Newspaper Friends 48% 6% Others

Interpretation From the above chart, we can say that 48% customers come to know about Pizza Hut through friends, and rest come to know about Pizza Hut through other sources like TV, Newspaper and Others.

128 Q. 7How often you go outside for meals?

Sr. Go out for No. of Meals Respondents 1.. Weekly 4 2. Occasionally 20 3. Fortnightly 3 4. Monthly 8 5. Personal 8 Celebration 6. During Festival 7 Days Total 50

Go Out for Meals Weekly Occasionally

14% 8% Fortnightly

16% Monthly 40% Personal 16% Celebration 6% During Festival Days

Interpretation From the above chart, we can see that most of the people visit Pizza Hut Occasionally.

129 Q. 8With whom you are going?

Sr. Particular No. of s Respondents 1. Alone 4 2. With 21 Friends 3. With 19 Family 4. Beloved 6 Total 50

Visit with

12% 8% Alone With Friends

38% 42% With Family Beloved

Interpretation From the above chart, we can see that most of the people come with their friends and family members in Pizza Hut.

130 Q. 9Please give five names of your favorite food items of Pizza Hut.

Interpretation Collection of five names from each person is too much tough for me as choice of all the persons were different from each other. Hence, I am enlisting the unique names of food items, which are liked most in Pizza Hut. They are as follows:

Cheese Capsicum Salad Pizza Paneer Pan Pizza Garlic Bread Backed Pizza Margarita Pizza American Pizza French Fries Chicken Tandoori Paneer Tandoori Pizza Pizza Double Cheese Brown Bread Pizza Jain Pizza Veg. Pan Pizza Pasta Bean Pizza American Touch Corn Pizza Pizza Black Pepper Pizza Stuff Crust Pizza Mocha Deserts Soups Veg. Superior Pizza Spicy Indian Pizza All Pan Pizza Ice Cream Cake

131 Q.10 Service of Pizza Hut.

Sr. Particul No. of ars Respondents 1. Excellent 14 2. Very 12 Good 3. Good 19 4. OK 5 Total 50

Service

10% 28% Excellent Very Good 38% Good OK 24%

Interpretation From the above chart, we can see that the opinion of customers is that the service of Pizza Hut is good.

132 Q.11 Taste of Pizza Hut.

Sr. Particul No. of ars Respondents 1. Excellent 11 2. Very 13 Good 3. Good 20 4. OK 6 Total 50

Taste

12% 22% Excellent Very Good Good 40% 26% OK

Interpretation The opinion of customer is that the taste of pizza and other food in Pizza Hut is good.

133 Q.12 Quality of Pizza Hut.

Sr. Particul No. of ars Respondents 1. Excellent 9 2. Very 16 Good 3. Good 20 4. OK 5 Total 50

Quality

10% 18% Excellent Very Good 40% Good 32% OK

Interpretation From the above chart, we can see that the opinion of customers about quality of food in Pizza Hut is good.

134 Q.13 The rate of Pizza and other food items in Pizza Hut.

Sr. Rates No. of Respondents 1. Reasonab 21 le 2. High 29 Total 50

Rates

30

20 Reasonable 10 High

0 Reasonable High

Interpretation As most of the customers are from middle class, they feel that the rate of pizza and other food items in Pizza Hut is really very high.

135 Q.14 How you find the infrastructure of Pizza Hut?

Sr. Infrastruct No. of ure Respondents 1. La-grand 4 2. Very Good 18 3. Good 20 4. OK 8 Total 50

Infrastructure

16% 8% La-grand Very Good 36% Good 40% OK

Interpretation From the above chart, we can see that the opinion of customers about the infrastructure of Pizza Hut is good.

136 Q.15 Please give rank in the following Branded Restaurants.

Branded Ranking Sr. % Restaura No. s t n d r d t h t h Total nt 1 2 3 4 5 Pizza 1. 17 15 12 4 2 11.54 Hut Mc 2. 6 8 18 17 1 10.66 Donald’s 3. Dominos 10 12 6 18 4 10.80 4. US Pizza 16 13 12 9 0 12.60 5. Others 1 2 2 2 43 4.40 Total 50 50 50 50 50 50

Branded Restaurant

9% 23% Pizza Hut Mc Donald’s 25% Dominos

21% US Pizza 22% Others

Interpretation From the above chart, we can see that in the mind of customers Pizza Hut and US Pizza are having equal position, still US Pizza is getting first rank and Pizza Hut is getting second rank. The one reason for the success of US Pizza may be its taste and promotional schemes and there are 4.40%

137 people for whom local restaurants are that much important.

138 Q.16 Why people like Pizza Hut more than others. Please give reasons.

Reasons ϖ Different varieties in toppings. ϖ International Branded Restaurant. ϖ Comparatively services are good. ϖ Original taste of Pizza available for Pizza lovers. ϖ Quality and Quantity are as per the price charged. ϖ Fresh and hygienic food is provided.

139 Q.17 What are the suggestion for better prospectus of Pizza Hut?

Suggestions from Customers ϖ Rate should be reasonable. ϖ Provide garden in front of any branch of Pizza Hut. ϖ Services should be faster. ϖ Serve salad free with Pizza. ϖ Make home delivery available for each and every area. ϖ Open more branches or outlets in City. ϖ Introduce Non Vegetarian food. ϖ Increase the range of varieties especially in Pizza. ϖ Better interior. ϖ Advertising should be more frequent on TV and Newspapers and through other sources too. ϖ Female waiters should be there.

140 Suggestions from my side ϖ Arrange live music band in your outlet. ϖ Open game zone or Parlor. ϖ MP3 with Ear Phone. ϖ Provide different zone for children. ϖ Introduce Pop Corn varieties. ϖ They should advertise their other products through media, other than Pizza, which people get there at Pizza Hut. ϖ There is need to improve the taste to suit the customers choice. ϖ Provide different schemes like o Membership Coupon for life time and periodically. o Discount Coupon for week days. o Festival Offers ϖ They should do event management. ϖ They should sponsor shows, serials, etc. to make their brand more popular.

141 SWOT ANALYSIS

The SWOT analysis provides all the important aspects of the product and the company in brief. SWOT stands for:

S - Strengths W - Weakness O - Opportunities T - Threat

The SWOT analysis of Pizza Hut is as follows:

Strength

 Best Quality of Food  Quality of Services  Varieties of Pizzas  Varieties in Toppings  Different Promotional Schemes  Consistency  Strong Brand Name  Good Support from Restaurant Support Center

Weakness

142  High Price : Most of the people think that the rate of Pizza and other food in Pizza Hut is really very high.

 Advertising : All the advertisements of Pizza Hut are related to pizza. They never show the advertisement of other foods like Salad, Sandwich etc. Which people can get at Pizza Hut except pizza. Moreover they should advertise that celebrate your birthday and other functions at Pizza Hut with your Friends and Family members as Pizza Hut is doing the arrangement of Birthday and other functions at Pizza Hut.

Opportunities

 Open more outlets : At presently only 72 Branches of Pizza Hut existed in India. So there are number of cities in India for Opening new and new outlets in different cities.

 Health Conscious People : Nowadays people are becoming more and more health conscious and calorie conscious and they don’t want Fatty food. So Pizza Hut Should make them target market and offer them Diet food and Low Calorie food as up till now nobody or no restaurants

143 have taken steps to attracts this health conscious people.

 Exploring untouched market :

Threats

 Competition  Continuous changes in taste and Preferences of Customers

144 FUTURE PLANS

¬ Opening more and more branches or outlets of Pizza Hut in more and more cities of different states as at presently in India there is 72 outlets of Pizza Hut in existence and they want to open around 100 Pizza Hut in the beginning of this year.

¬ Most probably in March – April 2005 1 branch of Pizza Hut will be opened in Rajkot.

145 CONCLUSION

Pizza Hut in Ahmedabad is one of the four outlets situated in Gujarat. Through my training program and survey I came to the conclusion that Pizza Hut is a professionally managed group and it employs peoples with diverse background so as to create a professional work culture which thieves on corporate excellence and take try in maintaining its high level of integrity and business ethics. It enjoys very high confidence of its customers and gives them a reason to return. It stood out as the second most preferred pizza parlor in Ahmedabad in the survey conducted and they already have an existing market to explore in Ahmedabad.

The only thing to recommend to them is that may be they can reduce their prizes to bring in more crowds. Rest of the things is efficiently managed by the unit and their staff.

146 BIBLIOGRAPHY

In order to have practical knowledge of training, the theoretical knowledge is must, i.e. the basic theoretical concerns must be clear. In preparing this report, I have referred the following reference books. Moreover, for getting extra information of Pizza Hut, I have visited some websites also.

(1) RESEARCH BOOKS: -

& Marketing Management (7th edition)

≅ Philip Kotler

& Modern Marketing Management

≅ Rustom Davar

: WEB SITES: -

(A) www.pizzahut.com (B) www.pizzahut.co.in (C) www.dpcl.com

147 148