Service Marketing Analysis

Pizza Corner

An analysis into service marketing perspective for service improvement

Presented by: Group 4

ADITYA [PGP/19/184]
UTKARSH [PGP/19/177]
HITAISH [PGP/19/258]
DEEPSHIKHA [PGP/19/135]
PRERNA [PGP/19/277]
SAHIL [PGP/19/043]
MATHIEU [PGP/19/XXX]

FAST FOOD INDUSTRY IN INDIA

India has always been a food-loving country with each region having its
own special cuisine
Restaurant industry in India mainly driven by the youth aged
between 15-44 years.
With a population of 1.2 billion and the largest number of youth on
the planet, opportunities for the quick service restaurant industry is
huge
About 10% of the fast food market in India is organized

Indian fast food market is expected to grow at a CAGR of 18% by 2020

due to changing consumer behaviour and demography

INDUSTRY DRIVERS

India as a travel
destination

Changing
demographics

India projecting itself as a

major tourist destination
to the world abroad

Vast pool of working

population in India
Rapid increase in nuclear
families

Infrastructure and
IT development

Greater
power

IT-driven
business
intelligence
and
data
analysis
helps
the
streamline business and
improve results

Per capita income has

been increasing steadily
More and more Indians are
traveling abroad, which
has
increased
their
awareness about global
cuisines

spending

To
continuous
ly improve
ourselves,
our
standards
& put our
hearts into
what we
do so that
we can
improve
the
customer
experience
at all our
stores
worldwide

The way
you like

Tagline

Provide
wholesome
food with
various
delicacies,
believe in
creating the
Wow
experience
for every
customer by
serving a
range of
innovative
range of
delicious and
high quality
pizzas in a
fun, friendly
and
comfortable
environment

Quality Policy

Pizza Corner is a fast food chain

serving pizzas, burgers, pastas,
appetisers,
sandwizzas
and
desserts
It operates as dine-in restaurants,
delivery outlets and express kiosks
It is a brand of Global Franchise
Architects (GFA), Geneva
Does not serve pork of beef
products because of a significant
percentage of target customers are
either Hindu or Muslim
Operates over 100 outlets in India,
China, Bangladesh, Thailand and
Myanmar
All Pizza Corner restaurants and
kiosks are designed by Itorama and
built by Interbuild Solutions

Mission

PIZZA CORNER OVERVIEW

RESEARCH OBJECTIVE AND PROCEDURE

To study into the service management/delivery of Pizza Corner and find out the
lacuna (if any) to investigate into declining sales and develop an effective service
strategy.

Understanding Customer Needs, Decision

Making, and Behavior in Service
Encounters

Studying the Service Model

Understanding the Customer

Interface

Building Service Strategy

INSIGHTS FROM MANAGEMENT/CUSTOMER INTERVIEWS

UNDERSTANDING CUSTOMER NEEDS : CUSTOMER SURVEY

UNDERSTANDING CUSTOMER NEEDS : CUSTOMER SURVEY

UNDERSTANDING CUSTOMER NEEDS : CUSTOMER INSIGHTS

Mr. Shenshah Khan
Dine-in Customer

He said his children love the colourful restaurant and cheese garlic bread
He does not like that there is no parking space for his car. He has to park it at other
places and walk back to the restaurant

Ms. Vinita Verma

Dine-in Customer

She said that it is her preferred fast food restaurant in the area because of the variety of
vegetarian options and customisations available
She says that pricing is an issue as eats here very frequently but does not get any
loyalty benefits

Mr. Mirsab Khan

Dine-in Customer

He was visiting with two of his friends. They were refused an offer ( which was applicable
only on delivery/take away and not dine in). He was not allowed to eat at the restaurant
and had to take away his food
His disappointment was clearly visible. It is unacceptable to force such offers upon
customers. The staff should have been more understanding and allowed them to dine in.

Mr. Yash Kumar (PGP19)

Delivery Customer
Mr. Ranveer Singh
(PGP20)
Delivery Customer
Ms. Saloni Jiwrajka
(PGP19)
Delivery Customer

He says he is a regular customer and loves their non veg pizzas, especially the unique
localised flavours like Lamb Keema
He also says that he gets no discounts even while being a repeat customers (need of a
loyalty program)

He is a fan of this place and has no big complaints

He however says that sometimes the quality is not consistent and you do not get what
you paid for in case of extras/customisations

She thinks that the order taking staff needs serious retraining as it is difficult to make
them understand any customisation request
She also says that she has complaints like mis-delivery of food, non-responsive staff and
she thinks that these complaints are still unresolved

SERVICE CONSUMPTION MODEL : PIZZA CORNER

Three-Stage Model of Service

Consumption
Purchase
Stage:
Service Encounter
Search, evaluation of
alternatives, decision

Stage: Role in highcontact vs. lowcontact delivery

Post-Encounter Stage:
Evaluation against
expectations, future
intentions

8Ps OF SERVICE MARKETING

PARAMETERS

ATTRIBUTES

PRODUCT ELEMENTS

Multiple Product Strategy(Appetizers, Beverages, Deserts, Pasta, Pizza - Pan Pizza,

Stuffed Crust Pizza, Sausage Crust Pizza, Thin Crust Pizza, Twisted Crust pizza)

PLACE AND TIME

PRICE AND OTHER USER
OUTLAYS
PROMOTION AND EDUCATION

The method of distribution used are Delivery & Customers to Dine-In.

A High/Low Pricing(Price Skimming) strategy as far as its new product are
concerned where it fixes the price higher than its competitors and then gradually
lowers the price below the competitors prices.
No Advertising, Occasional Sales Promotion, Coupons & Discounts.

PROCESS

Take-away/Dine-In refined carryout procedures to provide faster, more efficient

service rapidly implementing combination operations.

PHYSICAL ENVIRONMENT

They have apleasing environment, nice interior decoration which looks rich. Pizza
Corner focuses on neat and clean environment. Pizza Corner Staff believes that they
are providing the superior quality to their every customer.

PEOPLE
PRODUCTIVITY AND QUALITY

All are skilledemployees.

Pizza Corner does not have a standard uniform for their employees.
Serious lacks in Productivity. Quality is consistent but delivery/dine-in experience
time changes frequently.

To Develop Effective Service Marketing Strategies for Pizza Corner

Operations

Marketing
Management

Management
Customer
s

Human
Resources
Management

OPERATIONS MANAGEMENT : MAINTAINING QUALITY

Pizza corner focus on quality is reflected in its tagline: Best Pizza through Quality and
Innovation

It maintains quality of products and services by exercising various quality control measures
starting from storage of raw materials to delivery of service

Raw Materials
Stored in deep
freeze
Daily stock
bought in walk
in cooler
Expiry time
and date put
on each
topping
Sanitization of
delivery bags

Process Flow
Expiry date
checked before
using toppings
Hair caps and
gloves used
during
preparation
Use of
consistent
quantity during
preparation
Use of
advanced
machinery and
equipment's to
reduce cycle
time

Service
Delivery
Proper
packaging to
ensure that
order is
delivered hot
Fast delivery of
services
Trained
employees for
delivery
Personality
development
and grooming
sessions for
employees

SERVICE MARKETING

SERVICE
ENVIRONMEN
T

SERVICE
QUALITY
INDICATORS

COMPLAINT
MANAGEMEN
T

Pleasing
environment with
nice interior
decoration that
looks rich

Individual and group

reservation facility
available

Helps in maintaining
quality control and
reduce customers
grievances

Focus on neat and

clean environment

Home Delivery
facility available
under 4kms

Quick replacement
of order on genuine
quality related
complaints

Faster delivery time

and Computer
generated invoice

Employees trained
to handle customer
complaints with
ease to reduce
negative mouth of
publicity

Fun activities like

crosswords to
engage customers
who come for dinein while the order is
prepared

SERVICE MARKETING

Service Delivery

Delivery Policy

Different offers and discounts available for

both dine in and home delivery respectively

Orders can be made via both Internet and

Mobile Phones

Value for money

affordable pricing

Quick delivery of food

Sometimes the food degrades its quality in

case of home delivery (loses crisp and
becomes soggy)

Only one big table; mostly reserved for

families

For customer closeness, Pizza Corner adopts

policies to keep in touch with the customers
to provide good quality food and services

by

competitive

and

Delivery boys carry exact change with them

for customers convenience

Both dine-in
and home
delivery
(radius of 4
kms) available
Single and
separate
delivery
number in
each city
No minimum
amount
requirements
for free home
delivery

HUMAN RESOURCE MANAGEMENT

Number of employees should be enough to

server the customers
Person who takes up calls for delivering
pizza should be thorough in atleast 3
languages(i.e. English, Hindi, Local
language)
Worker who takes order from the customer
should recommend pizzas that best
matches their preferences
If customers are waiting long for their food,
then Pizza Corner could engage them with
certain activities (games)
Pizza Corner should keep the track of
customers anniversaries and birthdays
and offer them special discounts on these
occasions

MOMENT OF TRUTH FOR PIZZA CORNER

GREETING

TAKING ORDERS

MENU

DELIVERY

SERVICE ANALYSIS : SERVICE TRIANGLE

PIZZA CORNER

SERVICE RATER
Reliability

Assurance

Tangibility

Empathy

Responsiven
ess

PERFORM
SERVICES
RIGHT &
ACCURATELY

Employee
Behavior

Employees
Appearance

Problem Solving

Providing
Services As
Promised

PROVIDE
SERVICES ON
TIME

Knowledgea
ble
Employees

Comfortable
Environment

Understanding
Needs Of
Customers

Performing
Services Right
The First Time
Providing
Services At The
Right Time
Maintaining Error
Free Records

CORRECT
MISTAKES &
ERRORS

Courtesy

Ingredients Of Food

Caring Attitude
Towards
Customers

TIMELY HOME
DELIVERY

Attitude

Freshness

Individual
Attention

Hygiene

Convenient
Business Hours

HOSPITALITY

SERVICE QUALITY GAP

GAP1: Customers expectations versus

management perceptions
This gap arises in case of pizza corner during peak hours.
Generally a single pizza takes 7 minutes to get prepared but at
peak hours service provider takes 3 times more than the usual
time.
GAP2:Managementperceptionsversusservicesp
cifications.
GAP3: Service specifications versusservice
delivery.
GAP4: Service delivery versus external
communication.
This gap arises when the services are not provided as promised.

RECOMMENDATIONS FOR SERVICE STRATEGY

Commitment towards Prompt and Quality Service is required
from the restaurant
Employee commitment towards service must be ensured to
provide consistent service
Indulge in Facebook Engagement programs, promotion on
social media sites about the offers

Payment acceptance via Paytm wallet

Proper end to end Feedback Mechanism right from quality of
food to the delivery of services
Advertise and promote the veg capabilities of the
resaturant, very few veg restaurants in Kunnamangalam
Setting up of complaint mechanism regarding service and
product quality

THANK YOU

APPENDIX I SURVEY FORM

https://docs.google.com/forms/d/e/1FAIpQLSchQnlqGtc09s23wxIIcRsALi1Mok
cJr4YzDr09LbbG_N8VFw/viewform?c=0&w=1

APPENDIX I SURVEY FORM