Market strategies of pizza restaurant

Marketing

Marketing is the economic process by means of which goods and services are exchanged and their values determines in terms of money prices. It is that phase if business activity through which human wants are satisfied by the exchange of goods and services. It is a skill of selecting and fulfilling consumer desires and in such a way that a dose of money put in, brings back maximum returns.

“Marketing includes all those activities having to do with effecting changes in the ownership and possession of good and services. It is that part of economics which deals with the creation of time, place and possession utilities and that phase of business activity through which human wants are satisfied by the exchange of goods and services for some valuable consideration” by ‘AMERICAN MARKETING ASSOCIATION’.

PIZZA CORNER

It is the mission of PIZZA CORNER to bring quality products with consistency to all out guests and focuses on presenting a consistent corporate image throughout product packaging, marketing activities and relation with suppliers.

Their target market is kids, youth, young bachelors, married people and families. Their target is mainly middle class people.

Mainly quality, cleanliness and speed of service as a first threshold of its commitment to its mission.

Marketing encompasses all activities of exchange conducted by producers and middleman in commerce for the purpose of satisfying consumer demand. Marketing management is responsible for organizing, directing and controlling all marketing activities included in the process of marketing.

It deals with how organization and people can improve their exchange activities to produce more income for themselves and more satisfaction for others. The marketing concept is a philosophy that says that organization that creates genuine customer satisfaction usually succeeds in achieving organizational goals.

Marketing consists of a set of principle for choosing target market, identifying consumer needs, developing wants, satisfying products band services and delivering value to customers and profit to the company. More successful companies owe their success to practicing a through customer orientation. They make consumer needs the basics of company opportunities.

Thus making comprises an integrated system of business activities in order to plan, price promote and distribute goods and services to meet customer needs within the limits of society.

SWOT ANALYSIS

STRENGTH

The strength of this company is its company brand “PIZZA CORNER”, the product, varieties, taste and its goodwill. And mainly service of this company.

WEAKNESS

Few outlets, some extent of price of Pizza and poor Positions of other promotional activities.

OPPORTUNITY

Big market share, awareness of the people, increasing Demand of Pizza in people.

THREATS

Competition market of Pizza which is increasing day by day.

IMPORTANCE OF MARKETING

Marketing is recognized as the most significant activity in our society. Our lifestyle is continuously affected by a wide range of marketing activities. Marketing alone can put goods and services we want and need at our doorsteps.

Marketing alone has achieved social importance because it is entrusted with the task of creation and delivery of standard of living to society.

Marketing is the vital connecting link between producers and consumer. Marketing is directly responsible to maintain the equilibrium between mass production and mass consumption.

Marketing system plays a unique role in transforming the benefits of mass production in terms of rising life standards and lie styles of all the people through the standard of physical distribution.

Marketing Management

Marketing management may be defined as the process of management programs for accomplished goals and objectives. The process of management is the set of managerial functions known as plnning, implementation and control of programs to achieve predetermined objectives.

Marketing management seeks to influence the level, timing character and demand in a way that will help the organization to achieve its objectives. Marketing management performs all managerial functions in the field of marketing. It I responsible for organizing directing and controlling all activities included in the process of marketing .it has to implement the marketing programs and conduct the marketing campaign.

Marketing mix

Marketing mix is he set of controllable marketing variables that the firm blends to produces the responses it wants in the target market .the variables can be controlled into 4 groups known as (“4p”). These 4p”s is;

Product mix: Product is the thing possessing utility. It ha 4 components:

product range

service after sale

brand

package

Price mix : Price is the valuation placed upon the product by the offrer.it has to cover pricing, discounts allowances, and terms of credit. It deals with price competition.

Place mix Place stands for the various company activities that make the product available ton target customers. It includes the channel member like wholesellers, and retailers, the coverage, the locations the inventory and transport of the product.

Promotion mix Promotion is the persuasive communication about the product by the offered to the prospect. It covers advertising, personal selling, sales promotion, publicity, public relation used in promotion. Largely it deals with non price competition. A company must decide on the budget to spend on the marketing effort and how to allocate the budget to the major marketing mix tools. The positioning of the product provides the basics for designing a coordinated marketing mix.

Marketing information system

Information system is an organized way of receiving, recording, analyzing, and sending message. It includes both formal flow of information as well as informal flow of information.

Any information that is required to better the market is called market information. Market information provides manufacturer or marketer everything he wants to know.

Marketing information system is an organized on-going system for providing information to decision makers in the marketing field. Marketing information system is defined as:

“A set of procedures and methods for the regular and planned analysis and presentation of information which re useful to take marketing decisions”- Cox & Rigor. MIS is a systematic collection of information’s which are useful to take marketing decisions.

Marketing information is an on-going and respective process of collection and processing and presenting of pertinent information while marketing research is an intermittent or irregular activity on project -to-project basics and it is concerned with solving specific and typical marketing problems.

Marketing research

Marketing research gathering has wider meaning and scope. It is the systematic gathering, recording and analyzing of data about problems connected with the market place, i.e problems related to product, price, palce, and promotion of the 4ps of marketing mix.

The American marketing association defines marketing research as follows:

“Marketing research is the function which links the customer, consumer and public to the marketer through information used to identify and define marketing opportunities and problems; generate refine and evaluate actions; monitor marketing performance ;and improve understanding of marketing as a process”.

Marketing research is concerned with all those factors which have direct impact upon the marketing of products and services. It is the study of any part of total marketing process. in concentrates on the study of product planning and development ,pricing, policies,, effectiveness of personal selling , advertisement and sales promotion , competition and the entire area of buyer behavior and attitude in the market place.

Customer Satisfaction

Customer is the person who is having willing ness to buy the product and supported by the enough monetary power to pay for it. The customer buys a product to fulfill his demand. So the customer expects full satisfaction by the product for which he is paying.

Customer satisfaction a customer satisfaction is a function of he provider’s perceived performance and the customer’s expectation.

Consumers purchase a commodity as dictated by their mental and economic forces. Mental force creates desires and wants. But the economic force may come in the way satisfying wants. Hence he has to choose between he wants and select the products according to the priority consumption. The producer has to consider these two consumers forces, before manufacturing the product. As consumption initiates production the producer should identify the motives which prompt consumers to purchase.This helps him to offer a total product that can satisfy consumer needs.

STATEMENT OF THE PROBLEM

There are so many Pizza company in the market and it is a highly competitive situtation.The market is flooded with Indian and multinational compny which is having a good quality. And all companies re having a very good market share.

So we are no clear about what customers felt about the various Pizza companies. We are not aware of the attitudes of he consumers towards the various Pizza companies and particularly towards PIZZA CORNER. And we also don’t know how customers are getting satisfaction from PIZZA CORNER. These are problems here.

This project is aimed at finding out customer’s perception regarding satsfaction levels and service levels of PIZZA CORNER.

2.2 NEEDS OF THE STUDY

THE STUDY is necessary to find out:

The reaction of the customers toward Pizza provide by the PIZZA CORNER.

the study is ;also necessary to find out how much market share of PIZZACORNER IS having in the market

It is also necessary to find out and analyze the factors which influence customer to buy PIZZA.

The study is help full to the company for taking decisions.

OBJECTIVES OF THE STUDY

Customers are attracted towards through competitively superior offering and retained through satisfaction. Soothe main objective of the study is o know how satisfied or dissatisfied are the customers of the PIZZACORNER. Some of the main objectives of the study are given below:-

To analyze the customers attitude an reaction toward the PIZZA CORNER

To analyze the market potential of the organization.

To find out customers perception regarding satisfaction levels and service levels of Pizza corner.

To find out what is the present level of awareness of customers of PIZZA CORNER.

To analyze most important factor being considered while buying Pizza

To know customers preference and disliking about the organization.

The studies have the following limitations.

As it was not possible to cover the entire Bangalore market, only small sample of customers were taken.

N spite of having so many customers of PIZZACORNER, we have been able to attain a few of them. It affects our study to some extent.

Though respondents are supposed to give correct information but as it depends entirely on respondents it may be biased.

All questions were asked in English to the customers, but there are some customers who were unable to reply all questions in English.

IMPORTANCE OF MARKETING

Marketing is recognized as the most significant activity in our society. Our lifestyle is continuously affected by a wide range of marketing activities. Marketing alone can put goods and services we want and need at our doorsteps.

Marketing alone has achieved social importance because it is entrusted with the task of creation and delivery of standard of living to society.

Marketing is the vital connecting link between producers and consumer. Marketing is directly responsible to maintain the equilibrium between mass production and mass consumption.

Marketing system plays a unique role in transforming the benefits of mass production in terms of rising life standards and lie styles of all the people through the standard of physical distribution.

Marketing functions are performed by the manufactures and all middlemen in the machinery of distribution. Some of the important marketing function is:-

Selling : It is one function of the equation of the exchange .selling creates demand for a product.

Buying : It is the second function of the equation of exchanges. It requires planning of purchase, search for probable sellers, and selection of goods to be sold.

Standardization and grading : standardization makes sale by description possible. It assures quality. Promotes uniformity of products.

Financing: Credit is necessary in marketing. It plays an important role in retail trade particularly in the sale of costly consumer goods.