A RESEARCH PROJECT REPORT

Study on the Marketing Strategy of fast food in

context with Dominos and Pizza Hut

For the academic year (2017-2018)

PSIT Collage of Higher Education
Under CSJM University

SUBJECTED TO SUBJECTED BY
Dr. Shivani Kapoor Rachana Srivastava

0903731
 INTRODUCTION
Fast food is one of the world’s largest fast growing industry types. India’s fast food industry is
growing by 40%. The 6000 cor5er fast food retail industry is mainly dominated by the
multinational player and the key players which are active in the research of food retailing.
Because of the availability of raw material for fast food, global chains are flooding into the
country. The percentage share held by foodservice of total consumer expenditure on food has
been increased from a very low base to stand at 2.6% in 2001

The fast food industry is highly competitive and dominated by large companies. Smaller
businesses must be savvy in developing marketing strategies that drive consumer
traffic. This entails staying in constant touch with customers. One of the best ways for
smaller fast food companies to stay in touch with their companies is through marketing
research. A small fast food company must know what key customers want and will buy
before developing marketing One way to
and advertising strate

differentiate a brand is by emphasizing superior

product quality. Success in differentiating a fast
food brand on taste quality revolves around
impacting advertisements backed by a great
product. Burger King stresses the quality of its
flame-broiled burgers in its ads. Given that the
company's price points are higher than those
offered by others, it is critical that customers
believe the taste quality exceeds the quality of
less expensive competitors.
If you own an independent fast food business,
developing a distinctive taste or cooking process
is often a better opportunity for differentiation than
competing on cost with large chains.

The word "fast" in fast food is the basis for

differentiation for companies that offer and
promote a convenient, efficient service
experience. Efficiency is central to differentiation
strategies used by McDonald's. The company
routinely locates restaurants just off of highway
exits or in well-traveled business districts. This
factor makes it easier for buses to stop in.
Additionally, the company stresses its fast
ordering process, including indicating the typical
service time on the cash registers in busier
restaurants. Hiring quality workers, paying them
fairly and motivating them can help a small fast
food owner compete on efficiency.