PAPA JOHN’S PIZZA

Would you recognize a Papa John's Pizza sign from a distance? Many people would, given
the distinctive green and red emblem and logo, which is designed to attract attention and
place the store in a flattering fight Papa John's began as a small, one-store operation that
evolved out of the need to rescue a failing tavern. Quick success meant expansion to 4 stores
in two years and 23 stores in five years. Currently, Papa John's plans to complete more than
2,000 units with over $1 billion in sales in a mature industry most felt was saturated with
competitors.
In order to survive in a highly competitive market place, Papa John's needed to develop a
distinctive voice. One clear message was needed to permate every aspect of the business,
including hiring decisions, selection of locations, and all business strategies and tactics.
At the strategic level, each of the Big Three pizza companies-Pizza Hut, Domino’s, and Little
Caesar's-holds a distinct niche in the market. Pizza Hut offers menu variety and a dine-in
atmosphere; Domino's emphasizes quick delivery, and Little Caesar's focuses on price. To
establish a contrasting theme, Papa John's strongly centers its efforts on quality, including the
overall theme of "Bettor Ingredients, Better Pizza " Owner John Schnatter makes a concerted
effort to keep his product "simple, cansistent, and focused,* by making personal visits to as
many locations as possible each year.
In selecting locations, Papa John's tries to purchase prime real estate in prominent locatlions
and then counts on its bright signs and logos to attract attention. As one manager in the
organization stated, 'We think the customer cares where a state is " the effort to find choice
Iocations reemphasizes quality, in every aspect of the organization’s operation.
Papas John's hires employees based on their compatibility with an overall organizational
attitude. Individuals are selected who are “warm, friendly, and nice,” according to one human
resource officer. As Susie Southgate Fox, vice president of human resources, put it, “ we can
teach people about food and wine, and how to carry things, but we can't teach someone how
to be warm and friendly. These people are not just serving food. They make the difference in
whether someone will return to this restaurant,"
The pizza itself is the major focus of the quality campaign. The ingredients are developed by
key centralized commissaries that provide fresh dough and sauce, with a careful eye on
consistency and quality campaign. The ingredients are developed by key centralized
commissaries that provide fresh dough and sauce, with a careful eye on consistency and
quality. The final product always includes a small tub of garlic but is getting “more bang for
the buck,” according to Gerry Durnell, editor and publisher of Pizza Today. Papa John’s
patrons expect quality at a reasonable price. There are no instore salad bars that add to costs,
and the menu is limited to pizza, breadsticks, cheese sticks, and soft drinks.
The Papa John's story is reprinted on the walls of many of its stores. Take-home menus not
only circulate to retail customers but also find their way into other businesses, where
employees can use them to order a quick, high quality lunch. The menus have the same colors
and logo as the store signs and delivery vehicles that carry the product to homes and other
business. The hats and uniforms workers wear also carry the logo and emphasize the theme.
Advertisements, employees, locations, logos, hats, uniforms, take-home menus, delivery
vehicles, suppliers, and the product itself all combine to form an integrated advertising and
marketing communications theme emphasizing quality. The theme dearly works, as witnessed
by the firm's phenomenal growth and astounding success. Customers know what they're
getting when they dial up Papa John's Pizza.
In the future, Papa John's intends to continue its long-term expansion plans by opening more
than 1,000 international units, beginning with stores in Mexico and Canada. Even so, the goal
still remains to provide quality. As owner-manager Schnatter states.
Question :1
How Papa John’s increase their business size and now what is their plansl?
Answer:
Papa John's began as a small, one-store operation that evolved out of the need to rescue a
failing tavern. For their good customer services they successfully ran their business and
expansion to 4 stores in two years and 23 stores in five years. Every company have a ultimate
goal and the Papa John’s plan is to complete more than 2,000 units with over $1 billion in
sales in a mature industry most felt was saturated with competitors.

Question:2
For doing business well, now what is needed for Papa John’s?
Answer:
There are many competitors of Papa John’s in the market. They have to do some specefic
works which is the basic works. In order to survive in a highly competitive market place,
Papa John's needed to develop a distinctive voice. One clear message was needed to permate
every aspect of the business, including hiring decisions, selection of locations, and all
business strategies and tactics.

Question:3
Who are the competitors of Papa John’s and for increasing sells and customer satisfaction
what steps have taken by them?
Answer:
There are many competitors in the market. The main competetior of Papa Jhon’s in the
market are Pizza Hut, Domino’s, Macdonalds etc. there are some steps increasing sell and
customer satisfaction. Papa John's strongly centers its efforts on quality, including the overall
theme of "Bettor Ingredients, Better Pizza " Owner John Schnatter makes a concerted effort
to keep his product "simple, cansistent, and focused, by making personal visits to as many
locations as possible each year.

Ouestion: 4
For quality campign what is the necessary things for focusing and according to Pizza
today what is the present condition of Papa John’s?
Answer:
The pizza itself is the major focus of the quality campaign. The ingredients are developed by
key centralized commissaries that provide fresh dough and sauce, with a careful eye on
consistency and quality.According to Pizza Today. Papa John’s patrons expect quality at a
reasonable price. There are no instore salad bars that add to costs, and the menu is limited to
pizza, breadsticks, cheese sticks, and soft drinks.

Question:5
What are the combinations of integrated advertising of Papa John’s and what is their next
plan?
Answer:
Advertisements, employees, locations, logos, hats, uniforms, take-home menus, delivery
vehicles, suppliers, and the product itself all combine to form an integrated advertising.
In the future, Papa John's intends to continue its long-term expansion plans by opening more
than 1,000 international units, beginning with stores in Mexico and Canada.
Even so, the goal still remains to provide quality.
 STARBUCKS CREATES A NEW COFFEE CULTURE
Is it possible to convince ordinary Americans who routinely open 3-pound value cans of
coffee, shovel the grounds into a paper filter, push a button, and go about their business to
suddenly change their ways? Will they be willing to spend $2 or more per day on the same
item? Will this eventually evolve into a $1400 per year habit of a latte and a scan each day?
The answer to these questions, according to Starbucks, is “absolutely!”
Starbucks began as a coffee importing firm. Howard Schultz, an employee in the
organization, toured Italy in the early 1980s and watched as crowds of city dwellers began
each morning with a stop at a coffee bar. Schultz tried to convince the owners of Starbucks to
do something similar in the United States and was roundly rejected. Quitting the firm and
launching out on his own quickly turned into a lucrative decision for Schultz. He raised
money from a variety of investors and opened a café in Seattle using the name ii Giornale.
Success came rapidly .Schultz wound up buying the original importing business and
renaming his cafes Starbucks.
Within 15 years, Starbucks Coffee Company expanded to over 1200 retail outlets .The firm
achieved this remarkable growth because of several key marketing ideas .The product itself
,location, employees ,sourcing, and effective marketing communications all worked together
to help the firm prosper in a saturated marketplace .The nonchalance of major competitors
was also a factor.
The product itself, coffee, had been a rather banal commodity for most consumers. Purchase
price was traditionally the primary decision variable .Starbucks needed to convince
prospective buyers of the difference in its offering .By studying the basics of coffee (flavor,
acidity, and body), the company’s leadership sought the best beans in the world. Then, other
aspects of the product changed, including steaming milk and brewing coffee in a plunger pot
.Espresso in an acquired taste for most mist consumers. To reach the market, starbucks offers
it both straight and diluted in creamy drinks such as caffe latte, which is espresso mixed with
sleamed milk and coverd with a topping of milk farm. Other products include cappuccino and
caffe mocha. When any one of these starbucks products is sold, the basic ingredient, caffe, is
never more than an hour old.
Locations are key ingredients in strabuck’s success. Cafes must be easily accessible an
commuter routes and in other places where people can gather to socialize. In each café there
are numerous enticement, including jazz music in the background and other merchandise to
examine, such as stainless steel thermoses, commuter mugs, filters, natural hairbrushes for
cleaning coffee grinders, and home espresso machines.
Starbucks attracts employees who enjoy coffee. They are retained through a variety of
motivational program including buy-in options. Workers are called baristas, Italian for bar
person.” Starbucks continually encourages these baristas to provide high-quality, pleasant
services service to patrons. Extensive training helps ensure they become experts in all aspects
of coffee vending. The company also insists an diverse workforce reflecting the makeup of
the local community.
Starbucks holds a major advantage of sourcing. The firm is vertically integrated and relies on
quality suppliers from around the word. Each region grows beans with distinct flavors for
coffee connoisseurs, and starbucks brings all of the flavors to a single location for purchase.
The most impressive aspect of starbucks may be its marketing communications program. The
firm had to convince price-conscious buyers to shift away from old purchasing decision rules
in order to part with a great deal more money each day.
Question no.-01: How does starbucks take advantage of each stage in the consumer purchase
decision making process?

ANSWER:
Motivating consumer purchase decision is the key step for the success of a firm. This is true
for the starbucks also. They take advantage in each stage of consumer purchase decision. The
advantages in consumer purchase decision are as follows.
Starbucks was first named as “Giormale”, and started by Mr. Schultz, who was experienced
from Italy about coffee Café. The first step was to make the coffee available for the
Americans and the save of time for making coffee. After buying the original importing
business Mr. Schultz rename his café as starbucks. The firm expanded to over 1200 retail
outlets within 15 years. The firm achieved this remarkable growth because of several key
marketing ideas. The product itself, locations, employees, sourcing, and effective marketing
communications all, work together to help the firm prosper in a saturated marketplace.

Purchase price was traditionally the primary decision variable. Starbucks needed to convince
its prospective buyer about its difference in offerings.
Starbucks found that the problem was to make coffee and consumption of time. Starbucks
save time of coffee making and relief the customers. Starbucks serve information about their
product and the ingredient of the coffee, their coffee specialty and the freshness. To motivate
the purchase decision of the customer the starbucks make various offerings of different tests
of coffee and different types of flavours.
Starbucks take advantages in every step of customer purchase decision making which
consist of five steps (1) problem recognition, (2) information search (3) evaluation of
alternatives, (4) the purchase decision, and (5) post purchase evaluation.

Question no.-02: How does starbucks attract consumer?

ANSWER:
To attract customer Starbucks took several steps in different steps. At the first step they make
the coffee available to the customer. Later they research of the coffee and improve the test
ingredient and flavor of the original product coffee. For example they collect their coffee
bean from the best bean seller of the world. The freshness is one of their specialties to attract
the customer; they can say that their basic ingredient, coffee is never more then an hour old.
Location is another strong key tactics to attract customer to the Starbucks. The employees are
very much helpful to attract the customer, because they are employed mostly from the
community where the outlet operates. They baristas provide high quality service and other
entertainment facility with makes the Starbucks a place for socialize for the community.

Question no-03: To attract its prospective buyer what were the unique features in its
offerings.
ANSWER:
Prospective buyer is not really a buyer but they can be turned in to a n actual buyer by
motivating them, and convincing them about the product. The prospective buyer can replace
the position of the actual buyer who die, go out of business, retire, move away, switch to
competitors products. So prospective buyers are very much important to attract for the growth
of a firm. Starbucks needed to convince the prospective buyers of the differences in its
offerings. By studing the basics of coffee, the company’s leadership sought the best beans in
the world. Then other aspects of the products changed, including steaming milk and brewing
coffee in a plunger pot. Espresso is an acquired taste for most consumers. To reach the
market, starbucks offers it both straight and diluted in creamy drink such as coffe latte, which
is espresso mixed with steamed milk and covered with a tapping of milk foam. Other
products include cappuccino and coffee mocha. When any one of these starbucks product is
sold the basic ingredient coffee is never move than an hour old.
With these offerings and other benefits the starbucks attract the prospective buyers to be
their real customer.

Question no.-04: How does starbucks segment its market to achieve greater market share?
ANSWER:
Starbucks segment its target market in two primary markets. The first was the younger,
grunge-dominated generation X types inhabiting the Seattle area. Many people of this
generation found coffee shops to be an alternative to the bar scene and mode purchases
accordingly. Coffee shop regulars tend to hang out for longer periods of time, read
newspaper, talking, and listening to the background music. Next, the baby boom generation
becomes a target as people in their 40’s and 50’s began consuming less alcohol and looking
for other products with a degree of “snob appeal”. Coffee becomes an excellent choice.
Starbucks customers appear to agree that this more expensive but higher quality coffee makes
regular joe seem almost distasteful.
So we could find that the segmenting process of the starbucks customer based on the age,
area, and income of the population.

Question no.-05: Describe how new trends in society affect purchasing process.
ANSWER:
Before the starbucks coffee café there were a trend for the local customer to buy the
coffee bean and make coffee in their home. They were not introduce with the café system.
Starbucks start a new trend in the town and get a huge response from the customer. They
took it as their daily life for the availability and the different in test with a freshness of high
quality coffee bean. Starbucks make the café system popular both in the younger generation
and in the 40’s and 50’s generation.
So we can see that the new trend of starbucks changed the purchasing process of the
society. They turn the society from the retail coffee shop to the garment coffee shop.