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GROUP-8
Subham Das
Contents
• History
• Present market scenario
• Franchise chain
• Marketing mix
• Service innovation
• Ordering ways
• Swot analysis
• Marketing strategies
• STP analysis
• Market shares in India
• CSR
• Recommendation
History
In 1960, Tom Monaghan, along with his brother James
1st founded “DOMNICK’S”.
In 1965, it was renamed as DOMINO’S PIZZA.
In 1967, the first Domino's Pizza franchise store opened
in Ypsilanti.
In 1978, it open 200 resturants all over USA.
In 1983, it establish its business from 200 to 5000
restaurants.
On May 12, 1983, Domino's opened its first international
store, in Winnipeg, Canada.
Present market scenario……
Today there are 9000 frenchised stores all over the
world.
According to ACSI it ranked No.1 in guest satisfaction.
It acquires the world leader position in pizza delivery
segment.
Domino’s
Headquarte
r
Domino’s in India
In Sep 24, 2009, the
company was known
as Domino’s Pizza
India Limited
Jubilant Food Works
Limited holds the
Master Franchisee
Rights thereafter
First store in India in
January 1996, at
New Delhi
Franchise Chain
Domino’s Pizza
(the brand owner)
Domino’s UK & IRL Plc.
Domino’s Pizza Group Ltd
(master franchise)
Domino's Pizza Enterprises
Australia
South
Korea
New
Zealand
France
Belgium
Netherlands
Principality
of Monaco
Jubilant Food Works Ltd
(Previously
Domino’s Pizza India Ltd)
India
Nepal
Sri Lanka
Banglades
h
Four Ps
of Marketing Mix
. Most companies concentrate on
the four Ps that are the cornerstone of
many marketing strategies
Products Offered
Pizzas
Sandwiches
Pasta
Desserts
Chicken wings
PRICE
PLACE
Dominos has distributed itself into 4 part basing
on Demography i.e.
Eastern Region
Western Region
Northern Region
Southern Region
Promotion Medium
Television
Internet (Social Networks)
Games
Sponsorships
Service Innovation
Coupons
Tracker
Ordering ways
Telephone
Order online
Mobile & Tablet App
Telephone
HAPPINESS HELPLINE
68886888
Online
Ordering
represents a
significant
portion of
Domino’s
sales
Sales from apps are
approaching $140
million per year, or
about 5 percent of
Domino’s top line
Strengths
> Worldwide presence
> Leader in pizza delivery industry
> Strong brand image
> Strong network with its
franchisees
Weaknesses
> Experienced a decline in their
store sales
Opportunities
> Growth opportunities in India
and China
> Services on mobile devices
Threats
> Competition of the pizza delivery
industry
> Increase in health awareness
> Increase of labor and food prices
SWOT
Analysis
Marketing Strategies
Market follower strategy (initially)
First change to the product offering after three decades
In 1989, introduced a deep-dish pizza.
New Product to the menu- An answer to a competing
products
After that Continuous Marketing focus on PRODUCT
UPGRADES.
Now a days it is applying market challenger strategy.
Segmentation :
• Geographic
a) Region
b) City
• Demographic
a) Age
b) Family income
Targeting :
• Dominos target those families who want to go out
for dinner once in a week.
• Teenagers of school and colleges.
• They focuses those customers who like to have
pizzas at home with their families & friends.
Positioning:
• Uniqueness & taste
• Varieties
• Home delivery
• Quick delivery (30 mins)
Market Share in India
Overall organized Pizza Market
50%50%
Domino’sOthers
Home delivery segment
65%35%
Domino’sOthers
competator
CORPORATE SOCIAL
RESPONSIBILITY(C.S.R)
NATIONAL ROAD SAFETY AWARENESS
PROGRAMME
BEACH CLEANING ACTIVITY
ORGAN DONATION DRIVE
Go PEACE CAMPAIGN
Planted about 15000 or more trees in the place
place of their functioning
SAHYOG CAMPAIGN
Flood relief to victims of Kashmir &
Uttarakhand
RAAHAT EK ABHIYAAN
More than 5000 woolens clothes were donated
to needy children of Delhi
NUTRITION
Fight Against Hunger
With PAN India network committed to focus
on eradication of malnutrition.
Field study
OUR RECOMMENDATION
• Outlet Should be more Spacious
• Variety of offerings should be enhanced
• Birthday parties and Corporate lunch
facility should be included
