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CASE
PRESENTED BY:
ASWIN S.
RAJANI POOJARY
ANUPAMA ROY
MANASA

DOMINOS PIZZA INC.

American restaurant chain set up in 1956 by Tom Monaghan

Headquarters in Ann arbor, Michigan

Earns a revenue of $1.425 billion USD (2008)
Employs 145000 employees
Recognized as worlds largest pizza delivery company
Mission: best pizza delivery company in the world
Environmental performance: investigates ways of reducing carbon emissions

CASE ANALYSIS

Analysis on Dominos Pizza Inc. suggests it being one of the nations best known and
largest pizza operators.

Extensive promotional and advertising programme increased its brand value among
customers.

Survey on various aspects of customers preference for pizza has been conducted:
Study site; metropolitan area-included- large univ. ,small colleges and trade schools
Survey was conducted through telephone
It was administered to over 200 people
Consumers were categorized in 4 basic groups of fifty each

What attributes appear to be most important in

consumers decision to purchase pizza?

The product of Dominos Inc. is tested and improved

Importance to their customers
No extra entertainment
Promotional program
Reasonable price range

How should dominos pizza structure and promote

its delivery policy?
The delivery speed

Free incentives
Delivery bags
Delivery range
Healthier substitute

What recommendations should be made concerning

advertising or other promotional programs by dominos pizza?

Focus in nuclear families.

Group offers for college students
Weekend offers
Games and online contests through social networks.
Cash discount for bulk orders.
Special festive offers and gift vouchers
Organized events

Evaluate the questions which respondents were asked in this

study. What changes or additions do you recommend if the
study is extended to additional cities or future surveys?

Variants of pizza
Age preferences of the customers
The input of the health-conscious people.