Introduction In the mid 1990s a spate of global fast food chains entered hoping to capture a part of Indian fast food segment but they found it difficult to establish themselves. Domino's Pizza India Ltd. Was incorporated in March 1995 as the master franchisee for India and Nepal, of Domino's Pizza International Inc., of USA. Moreover, the company holds the master franchisee rights for SriLanka and Bangladesh through its wholly owned subsidiary. Mr. Shyam S. Bhartia and Mr. Hari S. Bhartia of the Jubilant Organosys Group were the promoters of the company. Since inception, Domino's Pizza India Ltd. has proceeded to become one of the largest and fastest growing international food chains in South Asia. The first Domino's Pizza store in India opened in January 1996, at New Delhi. Today, Domino's Pizza India has grown into a countrywide network around 220 outlets in 42 cities and is the leader in the fast food delivery segment. Ever since it was established, Domino's Pizza India has maintained its position of market leadership with its constant product innovation and maintenance of stringent service standards. More importantly, it has established a reputation for being a home delivery specialist capable of delivering its pizzas within 30 minutes to its community of loyal customers from its entire chain of stores around the country. Customers can order their pizzas by calling a single countrywide Happiness Hotline - 1800-111-123. In fact, Domino's was the first one to start this facility for its customers. and their slogan is also towards consumer loyalty, they respect time responsibility i.e. Dominos delivery in 30 minutes else pizza is free of cost. Demographic segmentation In demographic segmentation, we divide the market into groups on the basis of variables such as age, gender, etc; these demographic variables are so popular with marketers so that they are often associated with the consumers needs and wants. And they are easily measurable. Here are the demographic variables have been used to segment markets. Another segmentation process is by breaking the market by the ages as follows: Age: Below 15 years - 0% 15 - 20 years - 20% 21 - 30 years 40% 31 - 40 years - 25% Above 40 years - 15% The companies target audience is the bachelors, youth and the professionals who have no time to prepare food and to grab the food as fast as possible. Gender -- they targeted both genders.(mainly male because many males will not like to preapare food when they are single). Income further segment the market based on economic groupings: Income status Upper Class 60% Middle Class 35% Lower class 5%

They targeted the middle class, upper class, upper middle and high level peoples. The international fast food pizza delivery franchise has also introduced a new range of pizzas with a price point of Rs 35. To attract the lower class customers. 1) 2) 3) 4) Occupation -- self employed (superior level peoples), officers executives, junior officers, Executives. Education -- professionals. Ethnicity For this reason they come modified their menu and they added new dishes like peppy paneer and pizzas are available in 3 sizes small, medium, and large.

Geographic segmentation Geographic segmentation is basically using the spatial location to segment the market. In Geographic segmentation calls for the diff geographical units such as states, regions, cities and the south Asia is a one of the major geographic segmentation variables relevant for marketers. Here markets are mainly divided into the rural and urban areas. Dominos intends to penetrate completely within these markets by opening up 20-25 outlets per year in these cities. Dominos has a young and enthusiastic team of more than 2,100 employees. Today, Dominos has emerged as the leader in the fast food segment with about 65% of market share of pizza delivery in India and have outlets more than any other corporation in the business of food, not just the pizza business. All the Company outlets are corporate outlets invested by the company and also managed by the company. The Geographical variables have been used to segment markets. 1) Area semi urban and urban 2) City class-A and Class-B cities i.e. metro politician cities 3) Region -- 56 regions where the pizza demand is more. and around 250 outlets in india. By 2010-11, the company sees an addition of a total of 500 stores in 75-80 cities. "This is part of their Rs 80 crore investment plan on store expansion in the current year," Domino's is also undertaking a brand positioning with launch of a Rs 6 crore advertising and marketing campaign over next three months. Socioeconomic classification The people belongs to the high job profile with efficient communication knowledge can use it The purchase potential of this product is limited up to the B1, B2 , A1,A2. Psychographic segmentation -It is the science using psychology to better understand the consumers, and they are trying to suit with local food, and they all ready created the brand name in consumers mind by advertisement and service i.e. 30 min delivery. Dominos in 2005 takes the harzad warsi (circuit) as their brand ambassador. Dominos tried to change add new toppings for children but they are failed to continue it.

In Psychographic segmentation, buyers are divided into lifestyle, personality or values. 1) Lifestyle Business class, outdoor oriented. 2) Personality ambitious, open to experience. 3) Occasions Regular, special. 4) Benefits Quality, service, delivery in 30 minutes or else free. 5) User status regular user 6) Usage rate medium 7) Loyalty status medium loyal 8) Readiness stage intending to buy 9) Attitude toward product enthusiastic Life cycle stage In business and engineering, new product development (NPD) is the term used to describe the complete process of bringing a new product or service to market. There are two parallel paths involved in the NPD process: one involves the idea generation, product design, and detail engineering; the other involves market research and marketing analysis. Companies typically see new product development as the first stage in generating and commercializing new products within the overall strategic process of product life cycle management used to maintain or grow their market share. Domino's Pizza SWOT Analysis: Strength Leading pizza delivery company in the US with more than 5,000 stores in the US Global franchise operations - more than 3,500 in over 50 countries Strong brand equity supported by heavy advertising & marketing campaigns Supply chain & distribution network Weaknesses Slow growing and declining same-store sales Weakening bottom line Opportunities Growing presence in emerging markets, particularly in India, China Leverage supply chain & distribution system to introduce new products Threats Changing consumer habits towards healthier food choices Franchise operations affected by currency exchange fluctuations Intensive competition from a fragmented number of small competitors

Idea screening: 1) Recover from the negative perception, 2) Build credibility by following up a promise with concrete action, 3) Get a hot, cheesy promotional slice of earned media for being the first major fast food chain to adopt this safety measure. Brand Positioning The ads basically emphasize only 2 outstanding advantages of Domino's Pizza. First, the ads tells us that Domino promises that every pizza delivered will be fresh because they do not start making pizza until customers call to order ("our hands do not move until you tell them to"). It is a great product attribute since not every other competitor have so many local stores to secure the high quality of every pizza as Domino, of which there are 9000 stores around the world. Second, the ad promises a desirable benefit: delivery in 30 minutes. It is not a product attribute but a service associated to its products. By this better positioning, the brand, Domino's Pizza, is associated with quick delivery beside high quality in customers' minds. Calling delicious pizza without going out of home and enjoying pizza within 30 minutes are really the product and service customers are seeking for. Dominos positions itself very well in the minds of customers. When Domino's entered the Indian market, the concept of home delivery was still in its nascent stages. It existed only in some major cities and was restricted to delivery by the friendly neighborhood fast food outlets. Eating out at 'branded' restaurants was more prevalent. To penetrate the Indian market, Domino's introduced an integrated home delivery system from a network of company outlets within 30 minutes . However, Domino's was not the trendsetter so far as home delivery was concerned. Delhi based fast food chain, Nirula's was the first to start free home delivery in 1994. But where Domino's stole the market was its efficient delivery record. What really worked its way into the Indian mind set was the promised thirty minute delivery. Domino's also offered compensation: Rs.30/- off the price tag, if there was a delay in delivery. For the first 4 years in India, Domino's concentrated on its 'Delivery' act. For its delivery promise to work, Domino's followed a 11-minute schedule: one minute for taking down the order, one minute for Pizza-making, six minutes oven-time, and three minutes for packing, sealing and exit. Pizza Hut, on the other hand, laid more emphasis on its "restaurant dining experience. It positioned itself as a family restaurant and also concentrated on wooing kids. Its delivery service was not time-bound. Generally the Pizza making process takes about 20 minutes and since they don't usually deliver to places which are beyond the reachable-in-half-an-hour distance, customers can expect home delivery within 45 minutes. Also If you don't eat pizza fresh, it turns cold and soggy. However, Domino's seemed to have overcome this problem through its delivery pack called 'Domino's Heatwave.

Brand loyalty Dominos believes strongly in the strategy of think global act local. 1) Thus time and again Dominos Pizza has been innovating with delicious new products such as crusts, topping and flavours suitable to the taste buds of local Indian Customers. 2) Further they provide value for money at affordable products. Dominos follows a pricing policy that is determined based on the economy of the country. The pricing policy of Dominos gives a competitive advantage to the company over its competitors. 3) The price discounts available to the customers are used as a tool to attract customers into the store. They also follow seasonal pricing in order to attract customers and to keep an edge over its competitors. The company also has special discounts on bulk purchases. They also give discount coupons to their consumers regarding the discount they can avail when they will come next time. Use of technologies in services by Dominos Pizza Dominos Pizza, a leading food services brand and the market leader in the organized pizza home delivery segment in India is trialing credit card payments over the phone. In a move to make ordering Dominos Pizza even more convenient for customers, the service will allow customers to pay for their pizzas through credit cards over phone. This service is powered by PayMate, Indias leading mobile payments company. With this service, when a customer calls to order a Pizza, the customer service representative will connect the call to the IVR payment system and the customers can then enter their credit card details and OTP (bank provided One Time Password) over the secure IVR call to process the payment. Dominos and PayMate intend to trial this service in selected Dominos outlets across the country. So next time you are craving for a pizza but find you are low on cash or struggling to find the right change, there is no need to walk to an ATM before you order; just call Dominos and pay with your credit card and have a hot and tasty Pizza delivered right at your doorstep. Also Dominos Pizza has become the first brand in Food industry to launch online ordering service nationally.

Features of Dominos online Ordering

Consumers can place order without registration also Login is optional & could be done with mobile number and password or social media logins like Facebook and Yahoo. Save past orders and delivery address for quick ordering Complete control and visibility of Orders and coupons Customize pizzas as you want All possible payment options-cash on delivery, credit card, debit card, net banking, mobile card. 30 minutes delivery guarantee

7 Ps of services Marketing. The tools available to a business to gain the reaction it is seeking from its target market in relation to its marketing objectives 7Ps 1. Product 2. Price 3. Promotion 4. Place 5. People 6. Process 7. Physical Environment Traditional 4Ps extended to encompass growth of service industry 1)Product To capture the market, Dominos had to localize flavors." Thus, Deluxe Chicken with Mustard Sauce' and Sardines were confined to the East, Mutton Ghongura and Chicken Chettinad to the South and Chicken Pudina to Mumbai. Butter chicken, Makhani Paneer and the Chatpata Chana Masala were confined to the North. 2) Price Domino's sold a 12" Pizza for Rs 265. Indians are value-, not price-sensitive. We need to offer comeback value to our customer. The high price was attributed to the high quality of ingredients used. For instance, Domino's sourced its Peperoni and Jalapeno needs from Australia and Spain respectively. However, with competition increasing from Pizza Hut, Domino's introduced price cuts,and discounts to attract the customers. In 1998, Domino's introduced the Pizza Mania scheme where it offered a large pizza for Rs.129/-. 3)Promotion Domino,s use advertising, sales promotion, including promotional education, publicity, and personal selling for promoting his services. Branding refers to the various methods of promoting the services,

4)Place Referring to the channel by which a product or service is sold which geographic region or industry, to which segment (young adults, families, business people), etc. also referring to how the environment in which the product is sold in can affect sales. Domino's has a largest network of outlets across the world. 5)People people meeting and dealing with the customers Domino,s have large no. of trained employee for handling his customer 6)Process the way in which orders are handled, customers are satisfied and the service is delivered. Self serve Provide home delivery facility 7)Physical Environment tangible evidence of the service customers will receive Outlet setup by Domino,s