DOMINO’S PIZZA

INTRODUCTION @ • Founded in 1960 by Tom Monaghan

• The first delivery outlet was launched at Ypsilanti, Michigan as Dominick

• a network of 9,742 Company-owned and franchise stores, located in all 50 states and in more than 70 international markets

• Jubilant Food Works Limited, a Jubilant Bhartia Group company holds the Master Franchise rights for India, Nepal, Sri Lanka and Bangladesh

• Today there are 8,000 Domino's Pizza stores in more than 50 countries, employing over 145,000 team members and involving over 2,000 franchisees

SEGMENTATION• Geographic

• Region – dominos outlets in different countries is a way of segmenting their market

• according to region and finding out potential markets.

• City – they also segment the cities as class i, class ii, metros, small towns.

• Demographic

• age – under 13years, 13 to 21 years21 to 35 years, 35 to 50 years, 50+ years.

• family income – lower middle class, middle class, upper middle class, high class

TARGETING

• Dominos pizzas have target the families who like to go out for dinner once in a week.

• They also target teenagers of school.

• Spending habits of college freshmen also indicates a high percentage of money being

spent on non-essential items.

• Dominos pizza has made delivery services for those customers who like to have

pizzas in their home with their families or friends.

SWOT ANALYSIS

CHARACTERISTICS OF SERVICES @ DOMINO’S

•Intangibility: It is impossible for the service users to taste, feel, see, smell or possess a service before they buy it.

•Heterogeneity: People based services are susceptible to heterogeneity, or variation in quality.

•Perish ability: Unused service capacity of one time period cannot be stored for use in future time periods.

•Inseparability: The production of a service cannot be separated from its consumption by customers. Services are produced and consumed simultaneously

THANK YOU

DIAL : 44448888

Promotion- Dominos

ABOUT PIZZA HUT

• Founded on 15 June 1958 by Dan and Frank Carney in their hometown of Kansas.

• Its a wholly owned subsidiary of Yum! Brands Inc. which is the world’s largest restaurant company.

• Its an American restaurant chain and international franchise.

• It offers different style of pizzas along with appetisers, beverages and desserts.

MARKETING MIX

•PRODUCT

•PRICE

•PROMOTION

•PLACE

PIZZA HUT OFFERS

My Marketing Strategy

• Launch a new scheme of buy 1 get 1 free called “Pizza Pe Paisa Vasool!!!”

• Applicable on week days i.e. from Monday to Friday.

• Monday- Soup & Salad, Tuesday- Appetisers, Wednesday- Pizza, Thursday- Pasta and Friday- Beverages & Desserts.

• Advertise this scheme via the conventional media i.e on television, billboards, social media and in newspapers.

Promotion- Pizza Hut1

DOMINOSVS.PIZZA HUT

ANALYSIS: STRENGTH

PIZZA HUT

Strong brand image

Unmatchable quality and variety

Hygiene

Excellent quality

Customer satisfaction

DOMINO’S PIZZA

More outlets even in smaller towns.

Less than 30 mins home delivery.

Low price

Excellent offers

Customer satisfaction

Quick service at outlets

ANALYSIS:WEAKNESS

PIZZA HUT

Inadequate advertisements.

Inadequacy of outlets.

High prices

Lack of parking facilities at outlets.

DOMINO’S PIZZA

Lack of variety

Outlets lack space

Ambience not up to mark

No special option for birthday parties and corporate lunches.

Dimension of Comparison

Dominos Pizza Hut

Unique Selling Proposition

(USP)

30-minute Home Delivery Frame

Dining Experience

Market Penetrations strategy –

Redefining their recipes

a)Customizing the recipe as per the

“Different Regions”; then adding taste

factor.b) Simplified ordering system – SINGLE toll

free number.c) Very fast growth in terms of number of

outlets:from 1(1996) to

101(2001)

a)Redefining the recipes suiting the

Indian tastes“No differentiation

region-wise”b) No such provision in Pizza Hut’s case.

c) Pace of growth was slow.

Juts 19 outlets in the same period of time

4P

Dimension of Comparison

Dominos Pizza Hut

Product Pizza - High Localization; even based on different regions.Trendsetter in localization.

Recipe redefining as per the Indian taste.Following Dominos in localization.However; opened 100% vegetarian restaurant.Customization based on Religion – JainCity specific – Hyderabad(Halal meat)

Price Initially high price; as key ingredients sourced from Australia and Spain.Competition with Pizza Hut resulted in Price cuts, discounts.

Initially high price; as Pizza Hut offer “Comeback Value to our customer” because of its USP – Dining Experience.

Dimension of Comparison

Dominos Pizza Hut

Promotion Introduce Pizza mania(Large Pizza – Rs.129/-)

Discount couponsTie-up with Discovery Channel – Co brandingDirect Mailing and Pizza

Training Classes

Campaign like – Pan in your Name

Innovative Menu – Pizza Pooch menu and Pizza Pooch Birthday

PackageOne Rupee Pan dealBarah nahin to Tera

scheme

Place Most robust and efficient Supply Chain – resulted in to

reduce cost.Strategic set up of

commissaries for raw material supply.

Tie up with real estate consultant.

Targeting on non traditional outlets like Corporate office,

railway stations, cinema halls etc.

Not much focused on supply chain; rather focused on “dining

Experience”