DOMINO’S

HISTORY

• Domino's Pizza, Inc. is an international pizza delivery corporation headquartered in Ann Arbor, Michigan, United States.

• Founded in 1960, Domino's is the second-largest pizza chain in the United States

• Domino's Pizza was sold to Bain Capital in 1998 and went public in 2004.

HISTORYINDIA

• Domino's entered India in 1996 through a franchise agreement with Vam Bhartia Corp.

• The first outlet was opened in Delhi.

• With the overwhelming success of the first outlet, the company opened another outlet in Delhi.

• By 2000, Domino's had a presence in all the major cities and towns in India.

DOMINO’S – JUBILANT FOODWORKS

• Jubilant foodworks limited, a jubilant bhartia group company holds the master franchisee rights for domino's pizza for India

• Jubilant went a step ahead by differentiating regions and applying the taste-factor accordingly.

• 70 % business of Domino’s accounted for deliveries.

• They also made ordering simpler through a single toll-free number through out the country

LOCATION & MODEL• 274 Locations in 55 cities across India.

• In early 2000, Domino's came out with its own logistics model.

• Domino's first decided the procurement strategy for its key raw materials.

• Domino's opened an outlet in every potential market, which fell enroute between the commissary in Delhi and Jalandhar, it prime sourcing base

• The same logic was extended to Shimla

SWOT STRENGTH 1.More outlets even in smaller town2.Less than 30 min Home delivery3.Quick service at outlets4.Customer satisfaction5.Low price6.Excellent offers7.Good promotion

WEAKNESS1.Lack of variety2.Outlets lack space3.Abience not up to expectations4.No option for birthday parties and corporate lunches

OPPORTUNITY1.Growing fast food market-scope for expansion2.Introduce more varieties3.Bigger outlets4.Take away counters

THREAT1.Emergence of Papa John’s-World’s Pizza makers2.Better quality and variety of competitor3.No take away counters for Pizzas

DOMINO’S • Adapting to economic environment

• Embracing Technology

• Across Socio cultural barriers

• Segmentation

DOMINO’S Vs PIZZA HUTPOSITIONING

POINTS OFDIFFERENCE

DOMINO’S

FAST DELIVERY OF PIZZA GOOD PIZZA AT NOMINAL PRICE

PIZZA HUT

IN RESTAURANT DINING GREAT AMBIENCE & HIGHER PRICE

POINTS OFPARITY

THE MAIN FOODGOOD SPEED OF MAKING AND SERVICE

VISION

SERVICE MARKETING MIX: “DOMINO’S”

An expanded marketing mix for services

Customers PricePlace & Time

Promotion

Product (service)People Process

Physical evidence

Customers PriceCustomersPlace

4Ps OF MARKETING MIX

• PRODUCT• PRICE• PROMOTION• PLACE

3Ps OF SERVICING MIX

• PEOPLE• PROCESS• PHYSICAL EVIDENCE

PROCESS

•Self service system.

•Hungry hotline facility.

•Keep in mind the health and hygiene.

• Domino’s Pizza India also boasts about its commitment to serve its customers on time by implementing the “30 MINUTES OR FREE” service commitment.

• Domino's constantly strives to develop products that suit the tastes of its customers,

• Domino's believes strongly in the strategy of 'Think local and act regional'.

PHYSICAL EVIDENCE

• Logo

• Sample parking space.

• Good infrastructure.

• Use of modern technology equipments.

• Clean and friendly services.

7 P’s OF MARKETING• Product Core Product: Domino’s provide pizza in different sizes and crusts offering a

wide varieties of toppings Garlic Breads, Pasta, Chicken Wings, Calzone, Deserts Low Priced pizza called Pizza Mania Offers “Kheema Do Pyazza Pizza”, introduced keeping in mind

the customers who like an Indian touch to their pizzas

• Facilitating Element: Information: They provide details about their product through the

menu card which is also available online Order Taking: Orders are taken on phones, online and at the outlets

providing personal attention to customers Billing: The billing amount is informed to the customers immediately

after taking the order Payment: Coupon Redemption is done, accepts cash payment

• Enhancing Element: • Provides home delivery service within 30 minutes otherwise gives it

for free• Regularly provide discount coupons to the customers

Price: As compared to its competitors, Domino’s pricing is low. It offers pizza ranging from Rs 35 – Rs 400.

Place & Distribution: It has around 300 outlets in 65 cities, in 22 states in India. The sites have been chosen keeping in view that all the stores are in

and out of center location on retail and has good parking accessibility. Secondly the catchment area is of a specified minimum size and within a given drive time to the site.

The type of distribution channel used by Domino’s Pizza is the direct channel which is successful when there is an extremely large market that is geographically dispersed and when there are a large number of buyers, but a small amount purchased by each

Customers can eat at the outlet or can have home delivery by ordering on phone or can order online.

Promotion: Regular advertisements in in newspapers, magazines, television and

online Use of famous stars like Paresh Rawal, Arshad Warsi in advertisements Distributing door to door brochures Providing discount coupons & special customer membership coupons. Tied-up with Facebook and Twitter to enhance its network and target

audience

People: A team of over 6,000 enthusiastic and dedicated employees. Appropriately trained for delivering the service. Personality development and grooming sessions. Provide them with various facilities such as medical help, consultation,

traveling facilities, perks and bonuses Team members are recognized and rewarded based on ability and

merit for their contributions

• Process: Self service system. Hungry hotline facility Keep in mind the health and hygiene “30 MINUTES OR FREE” service commitment. Domino's believes strongly in the strategy of 'Think local and act

regional'.

• Physical Evidence: Logo Good infrastructure Use of modern technology equipment Clean and friendly services

Service Marketing Triangle

Internal Marketing

Interactive Marketing

External Marketing

Company(Management)

CustomersEmployees

“enabling thepromise”

“delivering the promise”

“setting thePromise””

INTERNAL MARKETING• Training is provided for young and enthusiastic

team• Incentives are awarded for maximum delivery

within 30 minutes• Bonus scheme incorporating profit• Uniforms are provided to the employees with a

Domino’s logo • There is also an ‘Employ of the month’ award

which encourages them

EXTERNAL MARKETING

Regular advertisements on print and electronic media communicating their message

Provide the opportunity of online booking systemProvide discount coupons and menu with every

deliveryDomino’s has also tied-up with Facebook & Twitter

for promotionPromise is made of their quality and 30 minutes

delivery system through advertisements

INTERACTIVE MARKETING

• Incentives encourage the employees deliver their promise of delivery within 30 minutes

• Employees serve the customers well and take their orders promptly

• Employees also make aware their customers about the different offers which help in saving their money and build a trust factor

Reliability: Customers rely on Domino’s for free home delivery within 30 minutes as

promised Customers rely on the Quality and Freshness of the food being served.

Assurance: Customers of Domino’s are assured that the employees will attend them

sincerely and take their queries well. The employees always give assurance to their customers that they would

be delivered the food within 30 minutes and that too hot and fresh.

Tangibles: The ambience of Domino’s outlets is such that when a customer

enters he gets a feel of it. The packaging of food items is very good which keeps the food hot

and crisp until it reaches the destination. The ovens used are of the latest technology. For the convenience of customers, Domino’s provide plastic cutleries

with the delivery. It offers discount coupons with every purchase with the menu card It also offers special customers membership coupons. The pizza delivery boys are always neatly and professionally dressed.

• Empathy: The employees at Domino’s give undivided attention to the customers

while attending them and taking their order. They provide extra information to their customers related to the

discounts and other offers which help in saving their money. They always handle the complaints with care and positive attitude. They help consumers looking for an affordable and value for money meal

option

• Responsiveness: Being a responsible organization, Domino’s keep on informing the

customers about their changed and new menu items through advertisements.

Domino’s understands that it is their responsibility to deliver their customers within 30 minutes which they are expecting.

CONCLUSION Domino’s is known for their best services. We can summarize the whole that

Employees behavior is the major factor, which influences the customer perception most about the pizza outlets while they are followed by environment, parking space, internal, and external factors. Domino’s commitment to home delivery pizzas has kept them up to the mark and at the same time kept a good customer loyalty.

Domino's is a powerful global brand. Significant, ongoing investments in advertising result in broad consumer awareness Domino’s are the No.1 pizza delivery company Largest share of pizza delivery channel They have a large and growing international presence. They operate a profitable, value-added supply chain system. Ensures quality and consistency