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ting revenue on the days such as Dominos which have started Pizza on Pizza free on Wednesdays or KFC’s Zinger on Zinger on Wednesdays which are running low otherwise. The basic idea is to bait the customers to grab their best schemes in the market so that process of revenue generation doesn’t occur loses.

Talking about the marketing strategies, it is obvious that applying the same set of strategies and outsourcing technique in different part of world, countries and geographical regions is not beneficial for the business as well as the company. Hence to make their grip on the overall market fast food giants are setting up different standard and strategies. Therefore, companies spend their fair amount of resources, energy as well as time on understanding the demand and the availability, then these researcher try to find a gap or void that has been created in market which is not able to able to absorb the targeted market as a whole. When this research is complete, then company try to introduce a product which could be the solution to this situation.

Example:

The pizza market itself in India is worth Rs. 1500 crores and is still on its way to gro. If considered the stats of CAGR (Consumer Annual Growth Rate) the market have seen a rise of 26% in past 5 years, among this market share about 70% of segment have been generated through Home delivery and with 55% of share in market Domino’s alone are holding the consumer group in India. But it was never the same as both pizza hut and dominos entered India with an idea of targeting the huge amount of customers but by the end of 20th century Pizza hut had half of the market with them which was now raising questions on the survival of the pizza giants in south Asia. (Pizza Hut and Dominos: A comparative analysis, 2015)

Change in the market strategies:

When Domino’s went into deep study of the market they found out that people in India were not showing a great response to the theme of pizza hut of dining under one roof. Researchers got to know that only 25% of the total population ought to dine outside, a point which pizza hut have been overlooking. Taking the advantage of the situation, Domino’s laid emphasis on Home delivery system. To give a boost to its sales they started 30 mins or free scheme which was only applicable to maximum 4 pizzas. The outcome of this strategy saw Pizza hut losing its half of the market to Domino’s in the just 2 years. Since then Domino’s never looked back and till date the boss in the Indian Pizza market. (AdvertismentAge, 2009)

The marketing have been affected by the Modernization and Industrialization and it have upgraded the approach of the companies towards the market. This technique have upgraded through the online booking, advertisements and sponsorship. According to domino’s they have generated their 25% of revenue through orders over mobile and website. Not only the booking but now the way of marketing has also made its way through social media where approximately ¾ of the population is present. The same could be presented in form of example of Starbucks, where they attempted to enter the coffee house business in 2007 but due to lack of interest shown by consumers it had to withdraw from the market and to get back with the bang this coffee mafia instead of advertising and introducing itself, made some space for itself and let the market feel the competition and when the