When it comes to consuming Junk food in India, most of the metro culture goes with the staple diet of Pizza along with other refreshments. According to a new research report, The pizza market in India is worth, above 1500 crores, and is growing at a CAGR (consumer annual growth rate) of 26% for the last 5 years, with Domino’s alone having over 55% market share in organized pizza market and 70% market share in pizza home delivery segment.
As with all the consumer related categories, Pizza Chains too display a strong presence on digital and social media with metros being their primary target along with Tier II & Tier III cities. We conducted a social media presence check of the major Pizza Chains across India and how they have managed so far to survive and utilise social media to their consumers benefit.
Pizza Brands India: Social Media Presence
When it comes to popularity, Dominos Pizza India & Pizza Hut are the clear cut leaders in the Pizza market on Social Media. Both of the chains have a healthy (million plus) community on Facebook. With the help of Social Media Listening Tool Talkwalker, we look at Dominos India and Pizza Hut India popularity and how the consumers perceive the brands on social media. The analysis was done for the Indian Brands from 27th Jan 2014 – 21st Feb 2014.
When it comes to the brand’s share of voice Domino’s Pizza India leads the pack with 83% share of voice. Running regular contests on Twitter was one of the reasons of regular spike in conversations and mentions related to Dominos India as compared to Pizza Hut which ran one contest with the hashtag#OMGUnBelievable helping them with more than 2K mentions on 20th Feb 2014 for their new launch of ‘The Big Pizza’ in the Indian market
Pizza Brands India: Share of Voice
Domino’s India had a relative larger share of positive comments as opposed to Pizza Hut. However, some negative comments were observed for their website usability and pricing. Most of the complaints were around the money not being refunded by Dominos. Similar service related queries were observed for Pizza Hut on their Facebook Timeline.
Sentiment on Social Media
Twitter Engagement
When it comes to Twitter engagement, according to Twtrland Dominos Pizza India scores double in engagement as compared to Pizza Hut (in terms of RT’s per 100 Tweets). The conversation onFacebook for Dominos is a mix around the product (Pizza) offers along with the various ocassions surrounding it (Cricket Matches, Festivals) which garner good response from their fans. While Pizza Hut banking on after the end of Dominos Wednesday Offers, started along their Facebook Offers (Buy One Get One Free) to shift pizza loving people to their brand.The Brand now is buys promoting their latest products on their Facebook page along with offers.
via:http://blog.digitalinsights.in/social-media-faceoff-dominos-vs-pizza-hut/05134487.html
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