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Project Ppt Dominos Pizza


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Project Ppt Dominos Pizza

  1. 1. Presented By: Group 5
  2. 2. <ul><li>Marketing Problem </li></ul><ul><li>To conduct a feasibility study for opening up a Domino's Pizza outlet at IIT Kanpur campus. </li></ul><ul><li>Marketing Research Problem </li></ul><ul><li>To understand the food habits and preferences of students of IIT Kanpur. </li></ul><ul><li>To estimate the potential market for a fast food joint like Domino's Pizza </li></ul>
  3. 3. <ul><li>To understand the parameters that are important to customers when eating out </li></ul><ul><li>To understand general spending habits </li></ul><ul><li>To understand the perception about Domino's Pizza in the minds of IIT Kanpur students </li></ul>
  4. 4. <ul><li>IITK houses 3500 students,(90% males) </li></ul><ul><li>Residents are from diverse cultural backgrounds </li></ul><ul><li>Various food joints available at IITK: </li></ul><ul><ul><li>Hall canteens </li></ul></ul><ul><ul><li>Campus restaurant </li></ul></ul><ul><ul><li>Shopping complex </li></ul></ul><ul><ul><li>CC Canteen </li></ul></ul><ul><ul><li>IME canteen </li></ul></ul><ul><ul><li>MT </li></ul></ul>
  5. 5. <ul><li>Phase I: Qualitative study </li></ul><ul><li>7 In-depth Interviews lasting 1-1.5 hour. </li></ul><ul><li>2 Focus Group Discussions with 8 members each. </li></ul>
  6. 6. <ul><li>Phase II: Descriptive Research using quantitative study. </li></ul><ul><ul><li>Target Population: - The students of IIT Kanpur </li></ul></ul><ul><ul><li>Sampling Technique: -Two stage method ,Quota followed by Convenience sampling </li></ul></ul><ul><ul><ul><li>Intercept Points : - Hall canteens of hostels 1, 4, 6 and GH, campus food outlets like CC Canteen, IME Canteen </li></ul></ul></ul><ul><ul><li>Sample Size </li></ul></ul><ul><ul><ul><li>Target – 80 respondents(72 Males,8 Females) </li></ul></ul></ul><ul><ul><ul><li>Actual – 75 Respondents(61 Males,14 Females ) </li></ul></ul></ul>
  7. 7. <ul><li>Mess v/s Canteen </li></ul><ul><li>Price Sensitivity </li></ul><ul><li>Regional Preferences </li></ul><ul><li>Conveyance </li></ul><ul><li>Perception of Fast Food </li></ul>
  8. 8. <ul><li>Collection and coding of data. </li></ul><ul><ul><li>Questionnaire </li></ul></ul><ul><ul><li>Tool: MS Excel </li></ul></ul><ul><ul><li>SSPS </li></ul></ul><ul><ul><li>Frequency Calculation </li></ul></ul>
  9. 9. <ul><li>H0 = Residents of IIT Kanpur are not variety seeking. </li></ul><ul><li>H1= Residents of IIT Kanpur are variety seeking. </li></ul>
  10. 10. <ul><li>48% of the respondents feel that the quality of food is good </li></ul><ul><li>45% of them feel that its average </li></ul><ul><li>Most of the candidates (96%) not unhappy with the food </li></ul>
  11. 11. <ul><li>Previous chart shows students to be happy with present facilities </li></ul><ul><li>Yet 68% of the respondents feel a need for another outlet </li></ul><ul><li>Hence null hypothesis rejected. </li></ul>
  12. 12. <ul><li>Hygiene (93%) </li></ul><ul><li>Taste (83%) </li></ul><ul><li>Variety (50%) </li></ul><ul><li>Service (47%) </li></ul><ul><li>Price (38%) </li></ul><ul><li>Ambience (24%) </li></ul>
  13. 13. <ul><li>Over 60% of respondents have average daily expenditure greater than Rs.16 </li></ul><ul><li>63% of respondents feel that Domino's Pizza is not over priced </li></ul>
  14. 14. <ul><li>Equal Preferences to both Academic Area & Shopping Center(30% each) </li></ul>
  15. 15. Frequency of Visit to Domino's Pizza Last Semester vis-à-vis daily expenditure on food
  16. 16. Expected no. of Visits at Domino's Pizza vis-à-vis daily expenditure on food
  17. 17. 7425 Expected Revenue Expected Revenue from our Sample
  18. 18. Market share = 7425/51300 = 14.5%
  19. 19. <ul><li>Domino's Pizza should open an outlet at IIT Kanpur campus </li></ul><ul><li>It should be a full fledged outlet. </li></ul><ul><li>The outlet should be located in the Shopping Center or Academic Area </li></ul>
  20. 20. <ul><li>Sample size of 7 is small. </li></ul><ul><li>The duration of interview varied across the sample. </li></ul><ul><li>Possibility of the interpreter’s bias or moderator bias </li></ul><ul><li>Although care was taken that the sample is a representation of IIT Kanpur residents in terms of sex, under-graduates , post-graduates it may not be the true representation of the population. </li></ul>
  21. 21. <ul><li>Non-probabilistic technique of convenience sampling used which can skew the analysis. </li></ul><ul><li>The sample size was not statistically computed but was chosen on the discretion of the group. </li></ul><ul><li>It was assumed that the sample is representative of the population. </li></ul><ul><li>The group assumed that the respondent would rationally and patiently fill up the questions. Since there were no incentives given for filling up the questionnaire our assumption might not be valid. </li></ul>