International Journal of Innovation Scientific Research and Review
Vol. 06, Issue, 10, pp.7208-7213, October 2024
Available online at http://www.journalijisr.com
SJIF Impact Factor 2023: 6.599
Research Article
ISSN: 2582-6131
COMPARATIVE STUDY OF MARKETING MIX STRATEGIES OF PIZZA HUT AND DOMINO’S PIZZA
IN OMAN: BASED ON CUSTOMER PERCEPTION
1,
*Roland Getaruelas,
2
Mamatha Gnanakumar,
2
Neil Raymond Saletrero
1
Assistant Professor, Gulf College of Oman, Oman.
2
University of Technology & Applied Science of Oman, Oman.
Received 24
th
August 2024; Accepted 25
th
September 2024; Published online 30
th
October 2024
ABSTRACT
The two giant pizza restaurant chain in the world has been deemed to be world-class in service and very popular in terms of food quality and taste, despite its
success in the business there still complaint and customer dissatisfaction here in Oman. This study evaluates and compare the customer perception on the
current marketing mix practices such as product, price, place and promotion of Pizza and Domino’s pizza. With 110 respondents and conducted in 15 outlets of
Domino’s pizza and 20 outlets of Pizza hut all over Oman. The result of the study in terms of four P’s practices the two companies are comparable in most of the
indicators. However, some indicators in product, price, place and promotion were rated very low and needs a serious plan to improve. Determine the errors in
operation and strategy and make a corrective actions to maintain its positive image in the region and standout amongst its competitors.
Keywords:
Product, Place, Price, Promotion, Strategies, Pizza Hut, Domino’s, Marketing.
INTRODUCTION
In business now a days it is imperative that a company must have a
strong marketing position in their products or services to influence
customers and to overcome competition. Moreover, designing an
effective pricing strategy is also an important factor that a company
needs to consider, attractive price bears discounts, value of money
and other promotional offers related to price, having an attractive
pricing strategy will enable you to penetrate in the market easily.
Another strategy that a business should plan in the place, finding an
effective way of distributing the product is a very important, when a
customer have easy access on purchasing your product is one of the
best tools in winning the business. Lastly, promotional strategy is a
form of communication in which a company will inform the target
buyers where and how the product can be purchased. A marketing
mix is a set of four controllable variables that any business
organisation can adopt to influence the target customer’s feedback,
it’s a type of planning tools and which includes several of action that
the company should take in order to deliver the right implementation
(Kotler
et al.,
2014).
After the pandemic crisis, businesses are turning its operation thru
online and continue to innovate product that will fit in the taste of
customers and situation and even boosting their capability in every
business aspect just to remain attune in business while Food,
beverage and other services remain as top business sectors despite
the pandemic. However, owners and managers must realize that
despite their in-demand position with their customers, they should
adopt a strong position and improve their marketing style. The four
factors such as product, price, place and promotion must evaluate the
current status in order to determine if there is a new market
opportunity and a need to innovate a product which gives more value
to the customer.
*Corresponding Author: Roland Getaruelas,
1Assistant Professor, Gulf College of Oman, Oman
.
If the product or services of the company does not have much or
attract customer, if the sales is thinning the competition is getting
tough marketing helps the company to identify the need to product or
service reinvention. The analysis of four Ps in marketing is very vital
for every food and beverage business need to secure its marketing
share and determine how to satisfy its customer. It is a way to build a
strong relation with your target customer as well as business
stakeholders. Company branding and marketing are one of the tools
in fast-food business to excel and overcome crisis and competition.
Thus, the company must oversee it the current practices are still
effective and efficient. (Malhotra and Peterson, 2009)
In this view an examination and comparison of these four factors
needs to be undertaken by Pizza Hut, Domino’s Pizza and Hardees in
Muscat, Oman. Despite its success in the fast-food business. The
researcher found out that the competition of food related business is
increasing, and the researcher found that the current marketing
management practice of the two selected fast-food chain companies
are needed to evaluate in terms of product, price, place, and
promotion. As experience by some of their outlet or branches are
decreasing the sales and closing to some of the outlet. Therefore,
there is a need to shield, enhance and intensify to overcome
competition and maintain its position in the business.
LITERATURE REVIEW
The marketing mix concept started with a single P which is price from
the economic theory afterwards McCarthy introduce the complete
marketing mix theory which is composed of product, price, place and
promotion in 1997 Bennet used the four P’s in to practice and adopt it
in some organization, in 2004 Palmer describe the it as a conceptual
framework that will support the manager’s decision making (Low and
Peterson, 2016). According to Low (2016) marketing mix is like a holy
tools which is very useful to all types of organizational plan. Marketing
mix is extremely relevant in marketing development and actual
practice (levitt, 2015).
Product is a good or service which has a combination of feature and
benefits that produce by the company to offer to its target customer. It
is a combination of tangible and intangible which come in a different
shape, color, or service in the form of communication, travel, or hotel
accommodation. To create a unique product will always bring
attraction to your target customer, it is your main power to remain
attune in business. A market product is a characteristic item which is
adapted and customize according to the desire feature and benefits
(Lewis and Chambers, 2000). Product can be sold and deliver from
manufacturer to customer thru digital platform, now a days the
digitalization of most organization is rampant. Gonroos (2015) explain
that product is one of the key elements in marketing mix, he
emphasize that product is what a company can be offered in the
market and it will make the company attracts it target customer and
satisfy their want and needs and in other words the product could be
a tool to a company to be successful or not based on the quality and
demand of the produce product. Yoo,
et al.,
(2000) conducted a study
on the role of food quality in restaurants and its relationship towards
satisfaction and behavioral intentions. The food quality component
represents on six category; presentation, menu content healthy food
choice the taste of the meal. In his findings that food presentation and
taste were related to customer satisfaction, while customer behavioral
were influence by presentation, taste and healthy choice on the
menu.
Price is one of the most important elements of a marketing mix. This
important element will play a vital role in increasing your profit and
market share of the company. Price will always matter in attracting
your target customer therefore, the company must create something
unique and reasonable which always makes the business
competitive. Price will serve as an indicator to the success of the
business sales and profit and at the same time is the most flexible
among of the elements in which price can quickly adopt to
environmental changes. It’s the only element which will generate
revenue and improve customer satisfaction and loyalty. Kotler and
Armstrong price is defined as the amount of money a customer pays
in exchange of goods or service. An exchange of value to a specific
amount of money to pay for a goods or service. A form of monetary
value that a consumer agrees to pay. Choosing a price strategy is
quite difficult, you need to be specific and sure of the product and
your target customer. Pricing a product is one of the critical decisions
that a businessman should do, it need a lot of strategy and
consideration. (Chan, 2013).
Place serves as the location of where the product can be bought or
how the customer can access your goods or services. Another
important element of a marketing mix is the place also known as
distribution channel it could be both physical and virtual set up, It is
very important that the company must think of a good strategy in
choosing a location of distribution of the product, the more the
product is visible and accessible the more it attracts the target
customer. If the movement of goods are quite easy and visible from
the manufacturer to end user, distribution may become a functional
where distributors, wholesalers, retailer and end-users will meet in a
compatible time manner (Chan, 2013). Milleir (2014) argues that
marketing distribution has a dual function first distribution is a chain of
channel where the products can be accessed by the customer not
just one but more locations. Moreover it also perceived that it should
be both accessibility and user friendly.
In marketing mix context promotion is the source of communication
and delivery of product information to the target customer. Promotion
represent all types of marketing communication which includes
television, online promotion, Print Ads, and the rest of communication
marketing forms. This communication will help the target customer
awareness and attract more buyers and increase sales. Promotion
will also support building brand loyalty. John,
et al.,
(2014) stress that
marketing communication with the public is relevant for both internal
and external environment. This component of the marketing mix will
triggers decisions to customer to buy the product (Smith, 2013).
Comparative Marketing Mix of Pizza Hut and Domino’s Pizza
Pizza Hut is known as the Jester brand archetype which means a life
with full of emotion, amusement and entertainment. This reflects the
company brand positioning. Pizza hut product are positioned to be
enjoyable taste and entertaining ambiance inside the facility. The
company also have a stronghold in term of menu with a high number
of varieties and helping the company to be competitive ahead. In
terms of stability, the company have a stronghold international parent
company Pepsi Cola and other companies such as; Taco Bell, KFC
and Yum (Roberts, 2019). Pizza Hut position company with strong
from its product, price competitiveness, place of distribution by putting
up branches all over the town and exploiting it promotional strategies
from traditional to modern form (Stewart, 2016).
The Dominos marketing mix strategy is always invaluable a
comprehensive plan is analyze the elements of product plan where
the company offer a wide range of menu including vegetarian
toppings and non-vegetarian topping, aside from pizza they also offer
breadstick, chicken wings and cookies. The pricing style is tantalizing
it has weekly and monthly offer with and reasonable price for regular
days. With regards to distribution channel the company is available
everywhere in Oman, they also accept franchisee (Stevens, et. al.,
2010). Mobile Apps and website are available for online ordering, the
customer can also order thru Talabat. In terms of promotion the
company always standout on it, the company adopted the social
media promotion and a wide discounts offer every weekend and
special occasion (Wind, 2017).
METHODOLOGY
Research Design
A qualitative and quantitative model were adopted to compare the
customer’s perception of the current marketing mix practices of Pizza
Hut and Domino’s Pizza model. Using a closed ended questions and
Likert scale provided. The four P’s or product, price, place and
promotion were adopted to collection the customer’s perception of the
current practices and compare the general perception.
Research Instrument
The questionnaire is comprises of four parameter such as product,
price, place and promotion and each part has five questions base on
the general current practices of the two facilities using the Likert
scale. Physically the questionnaire were administered, collected,
tabulated, treated and analyzed. A qualitative and quantitative were
utilized to compare the customer perception on the current marketing
mix practices of Pizza Hu and Domino’s Pizza.
Research Respondents
To ensure the quality of the responses the researcher selected a
respondents who are a frequent diners of the two pizza restaurants
and experience in ordering online of at least one year. There are 110
total respondents was taken randomly from 15 outlets of Domino’s
Pizza and 20 outlets of Pizza hut all over Oman, 10% are had a one
year experienced while 90% have more than one year experienced
patronizing the two restaurants. 65% were female and 35% were
International Journal of Innovation Scientific Research and Review, Vol. 06, Issue 10, pp.7208-7213 October 2024 7209
male, among of the sample 88% are working while 12% are not
working. In terms of how frequent was the customer buy the product
39% buy on a weekend basis, 21% buy every after two days while
22% purchase twice a month, 18% once a month.
Figure 1:
The four P’s model by Jerome Mc. Carthy & Neil Borden
This study is adopting the four P’s model that was popularized by
Borden during 1950 and 1964 for the purpose enhancing the
companies advertising tactics in engaging the customers and refined
by Jerome Mc. Carthny the components of the model as follows;
Product: This refers to the standard of goods, services, and product
innovation strategies of the company current practices of the
company.
Price – Refers to the pricing strategies, price value and effectiveness
of the strategy to attract the customer.
Place – Refers to the distribution channel, accessibility and
availability of the store in any places.
Promotion – Refers to the promotional techniques and effectiveness
every technique of the company.
RESULTS AND DISCUSSION
Table 1
Product
Pizza Hut
Domino's Pizza
Indicator
µ
Int.
µ
Int.
The company offers a high quality,
variety, big portion of pizza and
other meal with on time service
delivery.
3.1
Agree
3.25
Agree
The company using a good quality
and standard ingredients of their
products.
3
Agree
3.41
Strongly
Agree
The company always introduce new
product and value meals, especially
when there is monthly occasion.
2.65
Agree
2.2
Disagree
The company offers local taste and
customize pizza.
2.4
Disagree
2.5
Disagree
The company offer a value or
combo meal.
2.6
Agree
3.27
Strongly
Agree
Total
2.8
Agree
2.92
Agree
Table one reveals that the company offers a high quality, variety and
big portion of pizza hut rated as agree with the mean of 3.10. While
Domino’s was rated 3.25 or agree with the plenty of offerings and
variety of toppings customers were satisfied of the products
strategies of the company, likewise the customers agreed the
company also using a high quality ingredients Pizza hut was the
mean of 3.0 or agreed, therefore undeniably that the company are
always using a high standard quality of ingredients which most likely
it depicts the product taste and presentation. For business that offers
high quality and big serving product will gain customer loyalty, helps
the business to establish brand recognition and repeat buyers
(Smith, 2013). While Domino’s company was standout as it rated
3.41 or strongly agree maybe because the customers have proven
and tested that the company product quality product therefore the
materials are also quality. However, indicator that the company is
introducing a new product and value meal during special occasion
Pizza hut was rated low with mean of 2.65 or agree this maybe
because the company have limited or not enough in introducing new
product, there are offers but products are repeating although there is
MYBOX as new offer. Likewise with Domino’s company has not been
introducing new products and toppings since it was rated 2.20 or
disagree. The company needs to innovate and introduce new product
from time to time. Introducing new product will provides a new
opportunity and new markets and increase market share (Smith,
2013). Regarding the company offers local taste such as improving
the pizza toppings in an Arab flavors or introducing an Arab food
culture was rated 2.40 or disagree, this maybe because the company
is American brand thus they offer mostly western taste. There are
maybe Arab taste in some of their pizza toppings but it’s not that
popular. This could only mean that the company start to develop that
is blend with localization or adopt the touch of local taste without
losing its western flavor. Likewise with Domino’s company also have
limited offerings in term of pizza with local taste with the mean of
2.50 or disagree the company’s offers are standard toppings some
are western taste. With regards to combo meal offer and other value
meal offer by Pizza hut was rated 2.6 or agree while Domino’s
company has its highest rating as 3.27 or strongly agree maybe
because the company has a lot of combo meal offers especially
during Ramadan and ‘Eid seasons. With the general mean of 2.8 or
agree that although pizza hut have mostly agreed in product
indicators still there are areas that needs to improve and evaluate
while Domino’s pizza got the general mean of 2.92 or agreed the
company in terms of product practices are good in some parts aside
from pizza they also offer chicken appetizers and beverages but
somehow the company needs to align the marketing niche in Oman,
in which the company need introduce new product from time
especially during special occasion. Moreover, the need to be creative
by adopting local taste such local topping or customize pizza.
Table 2
Price
Pizza Hut
Domino's Pizza
Indicator
µ
Int.
µ
Int.
The product prices are reasonable
to its size and variety.
3.2
Agree
3.27
Strongly
Agree
It offers variety of prices depending
on the meal
3.1
Agree
3.2
Agree
Product prices are rarely to
increase.
2
Disagree
2
Disagree
Prices are affordable to all types of
customer.
2
Disagree
2.1
Disagree
The company offer separate pricing
for a customize meal.
2.3
Disagree
2.2
Disagree
Total
2.7
Agree
2.55
Agree
Table two shows the price strategy of the company with regards to
company products prices are reasonable from its size and variety
Pizza hut was rated 3.20 or agree, customers are satisfied with how
International Journal of Innovation Scientific Research and Review, Vol. 06, Issue 10, pp.7208-7213 October 2024 7210
the company priced its product although pizza sizes may vary its
price but pricing tag for every product is reasonable while Domino’s
pizza was rated 3.27 or strongly agree, although the prices are quite
high for some customer but the amount is reasonable in every size
and variety. The factor mean of 3.10 or agree the customers are also
satisfied on the prices each meal of Pizza hut likewise with Domino’s
pizza rated 3.20 or agree it depicts that aside from its variety meal
offer they also have a unique price per variety. However, in terms of
price increase Pizza hut was rated 2.00 or disagree this is maybe
because the customer notice for the last one year the prices were
significantly increasing, it may be reasonable due to economic
situation but the increase may affect the capacity of the customer to
buy the product while Domino’s pizza rated 2.00 or disagree maybe
because the prices now are almost twice last two years ago.
Regarding the prices affordability it Pizza hut was rated 2.00 or
disagree meaning the prices are no longer affordable to all types of
customer in comparison to the prices one year ago due to sudden
increase while Domino’s pizza of 2.00 or disagree maybe because
the prices now are almost twice last two years ago. With regards to
separate pricing for a customize meal unfortunately the company only
one customize meal which the salad section the rest are combo meal
Pizza hut, it was rate as disagree or 2.30. Offering a customize
product or switching combo meal is an alternative tactics to attract
some customers who does not want to take some food included from
the combo set, and it will support the upselling technique in a
restaurant and it attracts buyer in the notion that they save money
with complete set of meal (Robert, 2019). While Domino’s pizza was
rated 2.20 or disagree due to the company does not offer any
customize meal. Both companies are tie in terms of general mean of
Pizza hut 2.7 or agree while Domino’s pizza 2.55 or agree. With the
average general mean and mostly of the indicators were rated
disagree, both companies needs to review and consider some
aspects of strategies to compliment the customer capacity to buy.
Table 3
Place
Pizza Hut
Domino's Pizza
Indicator
µ
Int.
µ
Int.
Visible and accessible branches in
most of the area.
3.3
Strongly
Agree
2.9
Agree
Offers online purchase thru mobile
App and website with delivery.
3.3
Strongly
Agree
3
Agree
Accommodate functions such
parties, birthdays, meetings or any
other events within the facility.
2.5
Disagree
2
Disagree
Quick response to orders whether
online or physical.
3.28
Strongly
Agree
2.6
Agree
Service delivery is always on time
3.27
Strongly
Agree
2.5
Disagree
Total
3.1
Agree
2.6
Agree
Table three display the place or the distribution channel tactics of the
companies. In terms of visibility and accessibility Pizza Hut deemed
to be effective with the mean of 3.30 customers or strongly agree.
Branches and kiosk are available in most of the area in Oman such
as malls, city centers and public markets, likewise with Domino’s
pizza was rated 2.90 or agree, the outlets are visible and accessible
most of the business places in Oman, location wise the facility of the
company can be access either inside the mall or business areas. With
regards with online purchase or thru mobile app and delivery Pizza
hut was rated as strongly agree with the mean of 3.30 which means
the customer can place their order online thru the website or mobile
app of the company. Accessibility is one of the important strategy of
the company where the target customer can easily purchase the
product or services, while Domino’s pizza mean of 3.00 or agree, the
customer are having an access in most of the places in Oman . The
factor mean of 2.50 or disagree Pizza hut cannot accommodate
functions such as; birthdays party, meeting or they don’t have
function hall in any of their outlet in Oman the same with Domino’s
pizza was rated disagree with the mean on 2.00. The company does
not facilitate or provide any area for functions, hosting an event or
small function can help the business to widen their audiences and
increase revenue, it can also capture a new market niche (Wind,
2017). With regards to how quick are their response to orders and
service whether online or physical orders Pizza hut was rated as
strongly agree with the mean of 3.28 or agree, therefore the customer
are satisfied and receive their orders on time same with Domino’s
pizza was rated 2.60 or agree this is only means that the company is
responding it customer during the order thru online and attending a
quick response thru out branches. Likewise, with the service delivery
on time Pizza hut was rated as strongly agree with the mean of 3.27.
While Domino’s pizza, the customers are experiencing delay in
receiving the orders although taking orders are quick but receiving it
is taking time. This maybe the company is having bulky of orders,
logistical problems and delay of preparation so in order to address
this problem the management should look into consideration to check
in advance and plan the operational flow and system of product
preparation and was rated 2.50 or disagree. In general the two
companies got agreed rating but they cannot ignore those indicators
rated disagree, for a long term goal the companies need to revisit the
operational issue and identify the causes of delay’s which the top
concern of the customers and plan how to eliminate those
predicaments. They provide big outlet in some place where the influx
of target customers are bulk and small outlet in a suburb area (Wallen
et al.,
2011).
Table 4
Promotion
Pizza Hut
Domino's Pizza
Indicator
µ
Int.
µ
Int.
Frequent offers during weekend
and monthly occasion.
3.26
Strongly
Agree
3.32
Agree
Offers membership discounts
such card or point system for
customer.
2.3
Disagree
1.8
Disagree
The company offers bundles
product with reasonable price.
2.25
Disagree
3.25
Agree
Visible advertisement on TV,
Social Media, SMS, emails etc.
3.2
Agree
3.25
Agree
Active in sponsorship and
corporate social responsibility.
2.23
Disagree
1.7
Strongly
Disagree
Total
2.6
Agree
2.66
Agree
Table four shows how the company carry out the promotional strategy
of the companies. In terms of frequent offer during weekend and
monthly occasion Pizza hut was rated 3.26 or strongly agree which
means the company has visible and effective offer during weekend
and monthly occasions to delight the customer. This seasonal promo
can help the company to draw attention to the target customer as it
would appeal into seasonal excitement with the limited of offer most
likely the customer would act quickly to purchase the product (Wind,
2017). While Domino’s pizza was rated 3.32 or agree, active offerings
are very vital to the company as it will boost their promotion during
seasonal occasions. With regards to membership offers such as
discounts and point system Pizza hut was rated as disagree with the
mean of 2.30 therefore the company does not offer this kind of
program in Oman. Rewarding your customer make them feel good by
giving them discount and save their money, helping them to continue
to support your brand. Likewise, with Domino’s pizza was rated 1.80
or disagree this only means that the company should improve the
International Journal of Innovation Scientific Research and Review, Vol. 06, Issue 10, pp.7208-7213 October 2024 7211
customer retention strategy creating membership or point system
create a loyalty program such as membership to create better returns
in an competitive market place. With regards if the company offers
bundles of product with reasonable price Pizza hut was rated
disagree with the mean of 2.25, due to significant increase of prices it
change the buying habit of customers by limiting their usual product
purchase. However, Domino’s pizza was rated 3.25 or agree, as they
offer bundles of product such as fantastic four, New Yorker and a lot
more with seasonal combo meal. In terms of advertisement on TV,
social media, SMS and email Pizza hut was rated as agree with the
mean of 3.20 which means the company is quietly active in
advertising to the above-mentioned channel with their visibility
customers can identify the brand easily. Likewise with Domino’s pizza
was rated 3.25 of agree this only means that the company is actively
participating and visible in any of those tools. Moreover, the company
also visible in different forms of social media such tweeter, Facebook,
Instagram and YouTube. However, with regards to activity such as
sponsorship and corporate social responsibility the company need
improvement of this strategy since the mean is low or 2.23 or
disagree it maybe because the company does not have a strong or
visible practices in relation to this program same with Domino’s pizza
not active in sponsorship and corporate social responsibility, since
they put up branch in Oman they have limited and not consistent in
participating for this activities. Sponsorship is a tool that could support
in building brand awareness and image of the company (Smith,
2013). In general the promotion indicator of Pizza hut was rated as
agree with the factor mean of 2.64. Although it’s agree but still there
is a need for the company to revisit the strategy and identify those
weak areas and enhance those strong points. The company must not
be cognizant in improving their strategy in order to stay attune in
business. Domino’s pizza was rated 2.66 or agree. However, some
strategies needs to review if it is still working according to the current
situation, improve or develop a new strategies that could address
demands.
Summary
Table 5
Summary
PIZZA
HUT
DOMINO'S
PIZZA
TOTAL
INDICATOR
µ
Int.
µ
Int.
µ
Int.
PRODUCT
2.75
Agree
2.92
Agree
2.83
Agree
PLACE
3.13
Agree
2.6
Agree
2.86
Agree
PRICE
2.52
Agree
2.55
Agree
2.63
Agree
PROMOTION
2.64
Agree
2.66
Agree
2.65
Agree
GRAND
MEAN
2.78
Agree
2.68
Agree
2.73
Agree
Table 2 shows the summarized data on the comparison between
Domino’s pizza and Pizza Hut on the agreeableness of the current
marketing mix practices adopted by two pizza companies. In terms of
product Pizza Hut tallied 2.75 which agree while Domino’s Pizza
tallied 2.92 which is likewise agree but higher than Pizza hut.
Therefore, in terms of product quality, standards, innovation and
creativity Domino’s Pizza is at far, when it comes to set of value and
combo meal and offering the local taste in Oman the company is also
stand out, Although Pizza hut also offer variety of combo meals
including Limo pizza but it is not available all the time. In terms of
place Pizza Hut garnered 3.13 which is ultimately higher while
Domino’s Pizza garnered 2.60 which also agree. Pizza Hut are
having more advantages when it comes to accessibility of branches
this could be emphasized by having enough parking space and
spacious dining area, active and quick online service the website has
a lot of feature, icons and interface where the customer can access,
delivery is also undeniable that the company is at far. A great website
has a great impact to marketing channel as it will increase awareness
to target customer as to what your product all about (Chen, 2018).
While Domino’s Pizza has to improve with these facilities and online
services has limited features and always logging when you access
the website, the company has to improve its website to become
dynamic and more feature in terms of product choices, offers and
others. Although both companies have low mean in terms of
accommodating functions such birthdays and parties. In terms of
price both Pizza Hut tallied 2.52 which deemed to be agreed while
Domino’s rated as agree with the mean of 2.55 since the result is
closely related undeniably therefore the companies has a lot in
common in terms of pricing strategy and practices such as
affordability, price increase and product value. Although comparably
both got a good rating still there is a need to find a better pricing
strategy to in order to maintain its pricing competitiveness. And lastly
promotion Pizza Hut rated as agreed with the mean of 2.64 which
means promotional practices are well managed and effective while
Domino’s rated as agree with the mean of 2.66 in which the company
also proactive with its promotional activities and perceived as
effective by most of their customers. Both companies offer weekend
and monthly promotion, bundles of offer especially during fifteen and
thirtieth of the month with mostly reasonable price. TV advertisement
and social media are present and perceived to be effective. The
constant present of social media is a tool indulge the target customer
(John Wiley
et al.,
2014). The latter are also active in sponsorship
and corporate responsibility which also important in promoting the
company image within the community. Corporate social responsibility
could be more that promotion, if the company will continue to its
ethical practices chances are consumer are well inform how the
company spend their earnings and if its align with their value and it
would perceive the image of the company as trustworthy (Low & Tan,
2016). Pizza Hut rated with the grand total of 2.78 or agree likewise
Domino’s rated as agree with the grand mean of 2.68. Therefore, in
terms marketing mix strategies the two companies adopt a unique
different way tactical marketing tools to support their plan and
execution.
CONCLUSION AND RECOMMENDATION
This study examines the perceptions of the customer on effectiveness
in the current marketing mix strategies of the two giant pizza
companies, if the current strategies are align according to the
demands in Oman market and if it is versatile to a constant changing
market. After evaluation it was found out that despite the fact the
Pizza hut and Domino’s pizza possess a good quality strategies still
there are strategies that might be effective in another country but not
effective in Oman. For a multi-national and international franchise
company must pay attention on cultural changes of the host country
and determine the shifting behavior to the target customer. It is
important to update and adopt the local taste in terms of products and
services to compliment expectation of the local market.
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