Research Proposal

PIZZA HUT

Submitted To:

Mr. Faisal Ali Sheikh

Submitted By:

Shoaib Mehmood ()

Sheikh Faisal Abbas - 1735110

Umair ()

Fahad Chugtai ()

Fahad()

Muhammad Yasir – 1735120

Table of Contents
1.0. BACKGROUND AND OBJECTIVES............................................................................. 3
1.1. Background ............................................................................................................................. 3
1.2. Problem ................................................................................................................................... 3
1.3. Objectives ............................................................................................................................... 3
2.0. INFORMATION NEEDS.............................................................................................................. 3
3.0. GEOGRAPHICAL COVERAGE ................................................................................................ 4
4.0. METHODOLOGY ........................................................................................................................ 4
5.0. DISCUSSION FLOW .................................................................................................................... 5
6.0. TARGET RESPONDENT AND SAMPLE SPLIT..................................................................... 5
6.1. Target Respondents ...................................................................................................................... 5
6.2. Sample Split ................................................................................................................................. 5
7.0. RESEARCH DESIGN ................................................................................................................... 6
7.1. Recruitment Questionnaire .......................................................................................................... 6
7.2. Recruitment of Respondents ........................................................................................................ 6
7.3. Field Work ................................................................................................................................... 6
7.4. Analysis and Report Writing........................................................................................................ 6
8.0. DELIVERABLES: ......................................................................................................................... 6
9.0. TIMELINES ................................................................................................................................... 7
10.0. COST (TENTATIVE) ................................................................................................................. 7
11.0. TERMS & CONDITONS ............................................................................................................ 7
12.0. FOCUS GROUP DISCUSSION PROTOCOL THEME.......................................................... 8

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1.0. BACKGROUND AND OBJECTIVES

1.1. Background
Pizza Hut is an American restaurant chain and international franchise founded in 1958 by Dan
and Frank Carney. The company is known for its Italian-American cuisine menu including
pizza and pasta, as well as side dishes and desserts. Pizza Hut initiated its operations in Pakistan
with its first restaurant way back in 1993. The journey that started then continues to this day,
as the chain consists of over 40 outlets spread all across Pakistan, and is arguably the largest
restaurant chain in Pakistan.

1.2. Problem
It’s has seen that the sale of pizza hut is squeezed from last 3 years in Pakistan, due to their
pricing strategy to cope up the competition, which confused there brand Positioning to their
consumers.

1.3. Objectives

The objectives of the study are:

 To examine the positioning of Pizza Hut in consumer minds.

 To examine pricing strategy followed by Pizza Hut
 To explore the consumer behavior shifting from Pizza Hut to other brands

2.0. INFORMATION NEEDS

To look into the perception of consumers about the positioning related to a Pizza hut we need
to evaluate below information.

 Taste
 Location
 Accessibility
 Change in Product size or type
 Preferences
 Likes/Dislikes

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  Price
 Promotion
 Service Level

3.0. GEOGRAPHICAL COVERAGE

The research will be carried out in the following three cities:

 Karachi.
 Lahore.
 Islamabad.

4.0. METHODOLOGY

 We will use qualitative research technique and focus group studies will be conducted in
order to collect some valuable insights regarding the required information.
 The time frame for the entire focus group discussion would be 2 hours in each city to
gather all the require query.
 Total respondents in focus group studies would be eight (8) in each city.
 In this study, we would create an open environment for the discussion so that each and
every respondent of the studies will take equal and positively participation in order to
give their opinion their concerns regarding the discussed topic.
 Through focus group studies we can judge unexplained stories their preferences and their
like/dislikes about the product. And some other areas in which Pizza Hut can easily
form a new marketing strategy.

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5.0. DISCUSSION FLOW

Topic Duration
Introduction about the study 5 Minutes.
Understanding the target audience 5 Minutes.
Learning dynamics 20 Minutes.
Usage Criteria 10 Minutes.
Preferences & Choices 10 Minutes.
Positioning Test 40 Minutes.
Modification 10 Minutes.
Finalization 10 Minutes.

6.0. TARGET RESPONDENT AND SAMPLE SPLIT

The respondents should have visited different pizza outlets in country in last two years.

6.1. Target Respondents

Respondents: Male & Female.

Marital Status: Married & Unmarried.
Age Group: 22 to 50 years.

6.2. Sample Split

The sample split of the audience for information gathering will be from the following cities

 Karachi
 Lahore
 Islamabad

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7.0. RESEARCH DESIGN

7.1. Recruitment Questionnaire

A questionnaire will be developed to screen out the respondents for FGDs (Focus Group
Discussions).

7.2. Recruitment of Respondents

With the help of questionnaire, successful respondents will be selected for study.

7.3. Field Work

A moderator will be conducting FGDs for from the successful respondents in a group of eight
each.

7.4. Analysis and Report Writing

Report with complete insights will be developed in the end of FGD activity.

8.0. DELIVERABLES:

Recruitment questionnaire
Agency Field work & Discussion Guidelines
Full report in word format

Concept of Research
Client Objectives of Research/Problem in Brand
Approval of questionnaire & Discussion guidelines

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9.0. TIMELINES

Time Plan Week 1 Week 2 Week 3 Week 4

Go head
Pre- field
Recruitment
Field work
Content Analysis
Report submission

10.0. COST (TENTATIVE)

Rate/FG
Item Group D Rs.

Focus group Discussion Total 10 Groups

Total
8 respondents per group 4 each from
PKR: Budget:
Inclusive of recruitment and incentives, Karachi & Lahore
50,000/FG PKR:
moderation, traveling of moderator, 2 Islamabad
500,000
respondent’s refreshment, audio
recording, and report writing.

11.0. TERMS & CONDITONS

50% of the cost is payable on commissioning of the study i.e. prior to commencing fieldwork
and the balance 50% within 30 days of the submission of the report.

 Project will be initiated upon receipt of following.

 Formal project award letter / email.
 Project purchase order / work order.

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  After awarding the formal go-ahead to the agency, if client wishes to cancel the project
at any stage due to their internal reasons, the company would charge 50 % of the total
cost as cost accrued till the stage.

12.0. FOCUS GROUP DISCUSSION PROTOCOL THEME

Q1: What do consumers know, and what do they not know?

Q2: What associations, images, and metaphors do consumers use in talking about the
HORECA?

Q3: What brands are they familiar with, and how much do they know about the different
brands?

Q4: What are their perceptions of each of these brands? (DOMINO, PIZZA HUT,
CALIFORNIA PIZZA)

Q5: What motivates them to consume the product or use the service?

Q6: What are the key determinants of brand preference?

Q7: What products or services would be substituted if the subject brand were unavailable?

Q8: What price ranges should be for the specific pizza sizes?

Q9: Who are the brand decision-makers, and what are the main elements of the decision
process?

Q10: From which medium/distribution category would you like to buy the product?