A PROJECT REPORT ON MARKETING OF DOMINO’S PIZZA

Submitted in partial fulfillment for the degree of

PGDM POST GRADUATE DIPLOMA IN MANAGEMENT (2009-2011) Submitted To: Mrs. Mukta Keskar Submitted By: Jyoti Mishra
PGDM (HR)

SINHGAD INSTITUTE OF MANAGEMENT VADGAON PUNE -411041

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CERTIFICATE

This is certifying that the project entitled “MARKETING” is a bonafide work done under the guidance of MRS. MUKTA KESKAR by JYOTI MISHRA in the partial fulfillment of requirement for the award of PGDM of SINHGAD INSTITUTE OF MANAGEMENT (SIOM).

She has worked under our guidance and direction. Her work is found to be satisfactory and complete in all respect.

GUIDED BY: (Mrs. Mukta Keskar) DATE: PLACE: PUNE

DIRECTOR (Daniel Penkar) DATE:

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ACKNOWLEDGEMENT It is a great pleasure and privilege for me to present report entitled “MARKETING ASPECT “. I extend my gratitude towards my institute SINHGAD INSTITUTE OF MANAGEMENT for helping me to successfully complete the project work. I would like to express my sincere gratitude to Mrs. Mukta keskar who has very kindly guided me for this project report. 4 .

for about $1 billion and ceased being involved in day-to-day operations of the company. In 2007. the company named David A. Illinois and its 3. Brandon Chairman and Chief Executive Officer. 1983. Domino's Pizza founder Tom Monaghan announced his retirement and sold 93 percent of the company to Bain Capital.500 corporate and franchised stores in 55 countries. On May 13. Dublin. Domino's introduced its Veterans and Delivering the Dream franchising programs and also rolled out its online and mobile ordering sites. became the first in Domino's history to hit a turnover of $3 million (€2. A year later. That same year. Domino's opened its 1. it has 8. Domino's opened its first international store. A year later. As of September 2006. Brandon Chairman and Chief Executive Officer. the company named David A. Inc.COMPANY PROFILE DOMINO’S PIZZA Domino's Pizza is an international fast food pizza delivery corporation. Ireland. Also that the Domino's Pizza store in Tallaght. In a simultaneous celebration in 2006.000th store overall. the first Domino's Pizza franchise store opened in Ypsilanti.000th U. In 2001 the company's stores in New York 5 . including all 50 US states. There are currently about 8. making 8.238 stores which totaled US$1.000 total stores for the system. Canada. Domino's opened its 5. It was founded by Tom Monaghan.35 million) per year. store in Huntley.000 international locations. in Winnipeg.S.000th international store in Panama City. Domino’s continued to grow and in 1978 opened its 200th store. Involved in day-to-day operations of the company. In 1967. It was the second-largest pizza chain behind Pizza Hut in the United States. and by 1995 Domino's had 1. after 38 years of ownership. In 1998.4 billion in gross income.

C. KEY INFORMATION 6 .000 pizzas to relief workers following the September 11 attacks on the World Trade Center and The Pentagon. provided more than 12.000 to the American Red Cross' disaster relief effort. Leading industry publication Pizza Today magazine named Domino’s Pizza "Chain of the Year" in 2003.City and Washington D. Through a matching funds program. the corporation donated $350.

145.David Brandon. Type .· sandwiches ·pasta · chicken wings ·desserts  Employees .  Industry .S.com/ 7 .dominos.Ann Arbor. U.Ypsilanti.000  Website-http://www.Public (NYSE: DPZ)  Founded .  Founder . (1960)  Headquarters . Michigan.Restaurants  Products Pizza . Michigan. U.S.Tom Monaghan  Chairman & CEO .

1996 Domino's launches its Web site (www. 1992 Domino's rolls out Breadsticks. 1983 Domino's first international store opens in Winnipeg.First store opens on African continent. 1975 Amstar Corp. 8 . Monaghan borrowed $500 to buy the store.com).000th store. 1968 Company headquarters and commissary are destroyed by fire.000th franchise. Inc. in Cairo. First Domino's store outside of Michigan opens in Burlington." 1967 The first Domino's Pizza franchise store opens in Ypsilanti. Michigan. The first Domino's store opens on the Australian continent. Michigan.. 1990 Domino's Pizza signs its 1. institutes a trademark infringement lawsuit against Domino's Pizza.dominos.DOMINO’S PIZZA TIMELINE 1960 Tom Monaghan and his brother James purchase "Dominick’s. Egypt. Vermont. Canada. in Queens land." a pizza store in Ypsilanti. 1995 Domino's Pizza International opens its 1. Australia. The 1000th Domino's store opens. In 1980. 1961 James trades his half of the business to Tom for a Volkswagen Beetle. 1965 Tom Monaghan is sole owner of company. Federal court rules Domino's Pizza did not infringe on the Domino Sugar trademark. the company's first national non-pizza menu item. maker of Domino Sugar. and renames the business "Domino's Pizza.

a hot bag using patented technology that keeps pizza oven-hot to the customer's door.1998 Domino's launches another industry innovation. Domino's Heat Wave. 2007 Domino’s rolls out online and mobile ordering. 2000 Domino's Pizza International opens its 2. 9 .000th store outside the United States. delicious.Domino's Pizza celebrates 40 years of innovation and delivering pizza to homes around the world. 2006 Domino’s Pizza introduces Brownie Squares — warm. bite-sized brownies delivered with a fudge dipping sauce.

MARKETING 10 .

Domino’s IT team makes sure that all technology and e-commerce services are the best to support business and that they work efficiently. Marketing is also closely involved in the development and launch of new products and technology that makes Domino’s stand out from the competition! Food Service – Responsible for manufacturing Domino’s hallmark fresh dough at our company-owned facilities and for sourcing the fine. direct mail. invents and/or manufactures all of the equipment used in our stores. It surprises many people to learn how Domino’s applies IT to virtually every aspect of running business at store and corporate level. This department also sources. IT As the first pizza delivery company in the world to offer customers both online and interactive ordering facilities. fresh ingredients used in stores. it’s no surprise that IT is a very important part of corporate and store level operations. Food Service is a very important department with responsibility for making sure ingredients meet strict food safety criteria.Marketing – This department makes sure that it stay ahead of the game by understanding What customers want and publicising its brand through innovative advertising. e-commerce and PR. 11 .

They are also highly fragmented. QSR pizza category.” it implement this mission statement by following a business strategy that• Puts franchisees and Company-owned stores at the foundation all thinking and decisions. widely-recognized brand and efficient supply chain system are competitive advantages that position to capitalize on future growth.S. pizza delivery and carry-out are the largest components of the U. Its mission statement is “Exceptional franchisees and team members on a mission to be the best pizza delivery company in the world. U. develop and retain exceptional team members and franchisees.S. • Provides a strong infrastructure to support stores • Builds excellent store operations to create loyal customers. They intend to continue to promote brand name and enhance reputation as the leader in pizza delivery. believe that convenient store locations. quality and affordable meal.S. 12 . through which a majority of our retail sales are generated. simple operating model. pizza delivery. which includes the following key elements:  Continue to execute on our mission statement. Pizza delivery.  Grow leading position in an attractive industry. had sales of $10. Believe that the strength of Domino’s Pizza brand makes one of the first choices of consumers seeking a convenient.Business Strategy To achieve further growth through the continued implementation of business strategy.9 billion in the twelve months ended November 2008. • Emphasizes ability to select. • Leverage strong brand awareness. As the leader in U.

each domestic stores contributed 4% of their retail sales to advertising fund for national advertising in addition to contributions for market-level advertising. as evidenced by their 3. consumer-tested and profitable new product varieties (such as Domino’s Brooklyn Style Pizza and Domino’s Oven Baked Sandwiches). they will also continually evaluate mix of Companyowned and franchise stores and strategically acquire franchise stores and refranchise Company-owned stores.726 international stores in more than 60 countries.” which built on the Company’s 30minute delivery heritage.S. They believe that scale allows to expand store base with limited marketing. • Continue to grow international business. complementary side items. They believe that pizza has global appeal and that there is strong and growing international demand for delivered pizza. They have successfully built a broad international platform. “You Got 30 Minute. • Expand and optimize domestic store base. 13 . While they plan to expand traditional domestic store base primarily through opening new franchise stores. Plan to continue expanding base of domestic stores to take advantage of the attractive growth opportunities in U. pizza delivery. In 2007 and 2008. distribution and other incremental infrastructure costs.In 2007 it launched the campaign. Additionally. almost exclusively through master franchise model. franchise-oriented business model allows to expand store base with limited capital expenditures and working capital requirements. Intend to leverage strong brand by continuing to introduce innovative.

the growing international demand for delivered pizza and the strong global recognition of the Domino’s Pizza brand. International stores have produced positive quarterly same store sales growth for 60 consecutive quarters.558 franchise stores located in the contiguous United States. In their current top ten international markets. 14 . • Domestic supply chain. one supply chain center providing equipment and supplies to certain of domestic and international stores and one vegetable processing supply chain center. and domestic Companyowned store operations. Domestic supply chain segment operates 17 regional dough manufacturing and food supply chain centers. which oversee network of 4.They have significant long-term growth opportunities in international markets where they have established a leading presence. believe that store base in total for these ten markets is approximately half of the total long-term potential store base in those markets. Segment overview It operates in three business segments: • Domestic stores. • International. Store-level economics of business model. which operate network of 489 Company-owned stores located in United States. Domestic stores segment consists of domestic franchise operations.

including targeted database mailings.By 15 . Hawaii and Canada (four). we may from time-to-time partner with other organizations in an effort to promote the Domino’s Pizzabrand. Additionally. These national and market-level funds are administered by Domino’s National Advertising Fund Inc. Marketing operations Domestic stores contribute between 4% to 5% of their retail sales to fund national marketing and advertising campaigns advertising programs. In addition to the national and marketlevel advertising contributions.. International segment also distributes food to a limited number of markets from six dough manufacturing and supply chain centers in Alaska. DNAF also provides cost-effective print materials to domestic stores for use in local marketing that reinforce national branding strategy. or DNAF. not-for-profit advertising subsidiary. It also contribute to market-level media campaigns.International segment oversees network of 3. saturation print mailings and community involvement through school and civic organizations.726 international franchise stores in more than 60 countries. The funds remitted to DNAF are used primarily to purchase television advertising. domestic stores spend additional amounts on local store marketing.

local and co-operative advertising. local market and store levels. we create and reinforce appowerful.communicating a common brand message at the national. 16 . the Company entered into a new arrangement with this supplier. Third-party suppliers The active relationships of 15 years or more with more than half of major suppliers. it estimates that domestic stores have invested approximately $1.4 billion on national. They believe that the length and quality of relationships with suppliers provides them with priority service and quality products at competitive prices. In 2007. among other actions. It’s Domino’s.” and current marketing campaign with the slogan “You Got 30 Minutes.™” Over the past five years. third party audits and product evaluations to ensure compliance with standards. They review and evaluate suppliers’ quality assurance programs through. This is evidenced by successful previous marketing campaign with the slogan “Get the Door. consistent marketing message toconsumers. Suppliers are required to meet strict quality standards to ensure food safety. on-site visits. Under this arrangement. They currently purchase pizza cheese from a single supplier. the supplier agreed to provide an uninterrupted supply of cheese and the Company agreed to a five year pricing period during which it agreed to purchase all of its primary pizza cheese for the Company’s United States stores from this supplier or.

It license the use of registered marks to franchisees through franchise agreements. 2. 17 . then ability to increase revenues and operating profits could be adversely affected. and such competition could adversely affect operating results.alternatively. Its policy is to pursue registration of trademarks and to vigorously oppose the infringement of any of its trademarks. The pizza category is highly competitive. pay to the supplier an amount reflecting any benefit previously received by the Company under the new pricing terms. which includes opening new domestic and international stores. If it fail to successfully implement growth strategy. Trademarks It has many registered trademarks and service marks and believe that the Domino’s mark and Domino’s Pizza names and logos have significant value and are important to business. Risk Factors Risks relating to business and industry 1.

Earnings and business growth strategy depends on the success of franchisees. which would reduce sales and harm business. Increases in food. Shortages or interruptions in the supply or delivery of fresh food products could adversely affect operating results. Fluctuations in the value of the U. 4. 8. Changes in these preferences and perceptions may lessen the demand for products. labor and other costs could adversely affect profitability and operating results. The food service market is affected by consumer preferences and perceptions. 9. and may be harmed by actions taken by franchisees that are outside of control. 5. and as a result they could seek to significantly increase prices or fail to deliver. International operations subject us to additional risk. 7. Such risks and costs may differ in each country in which we do business. 6. dollar in relation to other currencies may lead to lower revenues and earnings.S. Loss of key personnel or inability to attract and retain new qualified personnel could hurt business and inhibit ability to operate and grow successfully. 18 . Any prolonged disruption in the operations of any of dough manufacturing and supply chain centers could harm business. 11. 10.3. and may cause profitability to decline due to increased costs. Not having long-term contracts with certain suppliers.

With signifi cant focus on the technology side of the Domino’s business. resulting in greater loyalty. have seen some impressive results over the past 12 months. Each month tens of thousands of people join to receive special Domino’s offers and communication direct to their email box.INNOVATIONS AUSTRALIAN AND NEW ZEALAND ONLINE SUCCESS Ordering a pizza. weekly Electronic Direct Mail (EDM) pieces have given us the opportunity to target offers to a store’s local area. 19 . customers can select from menu.Australia is now averaging more than 23% of orders placed online. add drinks and sides. With a click of a button. pasta or dessert from improved menu has never been so easy. With a database reaching into the hundreds of thousands. ECLUB DATABASE Brand loyalty has also grown signifi cantly with eClub member database. The growth in our eClub database has also enabled Domino’s to drive the creative look and feel of EDMs including personalised CEO letters and themed pieces around new menu items and signifi cant calendar events. pay with cash or credit and watch as their order is made right before their eyes.

ONLINE ADVERTISING Greater integration across all media channels for the new menu launch in February 2009 helped increase Domino’s presence in online advertising which resulted in great profi ling opportunities for online ordering capabilities. 20 . Creative ideas such as this have helped drive relevant product sales and ticket averages for online ordering. iPHONE Over the next few months Domino’s will launch a dedicated iPhone application for online ordering. This Australian-first for the pizza industry will help drive online business and cement the position as the leading innovator. including the successful Choc Lava Cake banner.As our customers and the broader Australian market adopt new technologies. WEBSITE CREATIVE SUCCESS The Domino’s websites in Australia and New Zealand have undergone vast improvements in the way promotional products are communicated to customers. includes a click through function enabling customers to place an order immediately after seeing an online banner. All Domino’s banner advertising. The most visually-tantalising of these promotions are the ‘over the page’ animations for Choc Lava Cake and Sticky Date Pudding with sauce running down the page when people enter the sites. The iPhone application will provide customers with greater freedom to order their favourite Domino’s meal wherever they are. Domino’s is committed to ensuring we remain at the forefront with new innovations.

21 . Domino’s launched a National Hotline. If their number is not registered. enabling customers to order pizza from their nearest store. National Hotline In 2004. Delivered pizza can be ordered via website (www.dominos. Domino’s Pizza became the first pizza delivery company in the world to offer nation-wide internet and interactive television ordering. By dialling 087 12 12 12 12 from a landline. without having to remember individual store numbers.uk) or via any of the UK’s major interactive TV services.E-Commerce In 1999. customers are connected to their nearest store.co. Domino’s Pizza technology will triangulate the customer’s co-ordinates and ask whether they would like to order from their nearest store or request the post code for the store they would like the delivery made to. or a previously registered mobile.

• the establishment of a performance management framework to track energy and carbon reduction initiatives. With the impending “carbon constrained economy”. 22 . Domino’s is nonetheless determined to meet those challenges because as a responsible corporate citizen it is the right thing to reduce its impact on the environment. Domino’s will be implementing CarbonSystems’ Energy and Carbon Intelligence System (ECIS) which will support us in three critical areas: • data collection and management . It is no easy task to assess the carbon footprint of many stores across Australia. complete and accurate. Domino’s selected CarbonSystems Australia to be its sustainability partner to advise and assist Domino’s generally with sustainability matters. The ECIS will initially cover corporate stores but Domino’s will be working with its franchisees to introduce their stores into the ECIS as well.both the retrieval and collation of historical data to establish baseline reporting. Domino’s realised that to develop a verifiable approach for the measurement of its carbon footprint it would need expert assistance. Once its carbon footprint is established then Domino’s will have a verifi able baseline against which to manage its carbon emissions and monitor the reduction of those emissions. such an approach is crucial in order to meet the challenges that lay ahead for every Australian company.CARBON FOOTPRINT MEASUREMENT AND MANAGEMENT Domino’s is developing a systematic approach for the measurement of its carbon footprint in Australia. and • the ability to disseminate information to Domino’s stakeholders in a quick.automated manner. Following a review process. and the implementation of an automated system to ensure that ongoing data collection is timely.

or they would receive the pizza free and Domino's still guarantees delivery within 30 minutes. then they give discount of Rs 300 & provide the pizza for Rs 200  They believe in the service called TSG (Total Satisfaction Guarantee)  Free Home delivery of home cooked food in South Delhi. Domino's Pizza had a guarantee that a customer would receive their pizza within 30 minutes of ordering. 23 .30 Minute Guarantee: At one point. suppose they are late for another 6 to 10 minutes . They offer both Non-Veg and Vegetarian home-cooked food for small Get-Together. failing which the customer is given his order free of cost. 500 & if they are unable to deliver the pizza within time . The Costs are very Reasonable and the foods are Hygienic and Low fat.  They does not take order if the customer is calling from distance place where it is impossible to deliver pizza within 30 minutes  If suppose a customer is ordering a pizza cost for Rs.

This fact sheet focuses on Domino’s Pizza box packaging 24 . which keeps moisture from weakening the box. Here’s a look at some of the innovative thinking: • Domino's HeatWave Hot Bag Domino's HeatWave.in 3-D! Today. • A better box Domino's was the innovator behind the sturdy. This technology keeps the pizza oven-hot during a normal delivery. Each hot bag contains a patented heating mechanism warmed via electro-magnetic energy. hot bags were introduced in 1998. although some small items such as dips and desserts are packaged in other materials.thanks to Domino's Pizza. The outer material of the bag is made with water-repellent nylon rather than the vinyl material previously used. Inside the bag is 3M Thinsulate insulation. • Car-top sign . it's hard to miss pizza delivery cars -.Innovating the Pizza Delivery Business Throughout the history. in addition to pioneering the concept of efficient delivery of made-to-order pizzas. which eliminates unwanted moisture. Packaging Pizza and side order boxes account for most of the packaging used by Domino’s Pizza. Pizza and side order boxes account for most of the packaging used by Domino’s Pizza. while preventing cheese from sticking to the top during delivery. they have been part of innovations that have made significant impact on the pizza and delivery industries. corrugated pizza box. keeping the pizzas both hot and crisp.

preventing the pizza from becoming “soggy” . All Domino's Pizza boxes are manufactured to British standards BS5750/ISO9000 certificate no: Q06314 and comply with all relevant EU legislation. The most important design elements are those that help keep the pizza oven-hot and fresh. the Environment department at your local council may provide details of your nearest recycling collection point. Domino’s Pizza box packaging is completely recyclable.Design Nearly 38 million pizza boxes are used by Domino’s Pizza in a year. team members are trained to keep their stores immaculately clean inside and out. Alternatively. 25 . A layer of corrugated paper encapsulated by board forms the main body of the box packaging and provides insulation. Each box is also punctuated with small ventilation holes to allow steam to escape. The remaining 20% is made from virgin pulp to increase the board’s strength and this is specially sourced from sustainable forests. Having said that. There are many recycling points to be found locally and Domino’s encourages customers to take used box packaging to these points for recycling. each one bearing the unique Domino’s red. blue and white logo. Domino’s Pizza stores create hardly any litter. and only water-based inks are used to create the distinctive Domino’s Pizza designs that appear on the boxes. Safety All cardboard used in Domino’s Pizza’s box packaging is accredited as being ‘food-friendly’ by the Food and Drug Administration in the USA. Recycling & The Environment Minimum of 80% of the corrugated board used for Domino’s Pizza’s box packaging is made from recycled paper.

Domino’s also takes pride on the innovation of many new products and ideas. mozzarella cheese and the customers. The quality and the hygiene of the pizzas and the other add-ons are taken care of by the company or the franchisees by way of training to the employees. Then the customer is taken to another page – the best part of the process – pizza. Virtual Store: To make take home pizza ordering more convenient for the customers. And the customers has to enter the postcode of the delivery address and then other delivery details like the phone number and e-mail address has to be entered. The pizza is then topped with vine ripened tomato sauce. Domino’s has designed an online service which features the customers’ favorites and also the customers can order for pizzas by text message via mobile phones and orders can be placed online. the customer is taken to the order form. Some of these are as follows Double Decadence: Domino’s launched the first Double Decker pizza in the UK.4 P’s of Marketing: Marketing includes the planning and the implementation of the marketing mix. choice of toppings. The customer can select the pizza and the 26 . place and promotion. The marketing mix which is also called the 4 P’s of marketing represents almost all the steps that are involved in the marketing process. price. 4 P’s of marketing represent product. Domino’s Double Decadence is created when two thin and crispy dough bases are sandwiched together with a layer of creamy cheese and herb sauce. When the order online option is selected. Product: The very brand name “Domino’s” adds value to the products available in the store.

The pricing policy of Domino’s gives a competitive advantage to the company over its competitors. The price discounts available to the customers are used as a tool to attract customers into the store. The company also has special discounts on bulk purchases. 27 . In order to maintain the quality of the pizzas. Domino’s Heat wave Bag: Domino’s Heat wave hot bag was introduced in the year 1998. Place (Distribution Decisions): Domino’s Pizza stores are established in almost 50 countries and they have got more than 8. SMS and online ordering. The Domino’s stores are centrally located and in a manner convenient for the people to walk in and also convenient for the deliverers to do their job. The distribution channel followed by the company is mostly through takeaways. Domino’s also follows seasonal pricing in order to attract customers and to keep an edge over its competitors. This technology keeps the pizza oven-hot during the delivery. The Hot bags contain a heating mechanism that is warmed by using electromagnetic energy.000 stores worldwide. telephone ordering.size of it and also the customer has the option to create his/her own pizza and then pay for the food either online using a debit or a credit card or to opt for paying the amount to the person who delivers the pizza. they are carried in a heat wave bag so that they can deliver hot and tasty pizzas to their customers. The pizzas are delivered by way of scooters at their door step. Price: Domino’s follows a pricing policy that is determined based on the economy of the country.

000 cheque for having bought the Gotham City Pizza and the promotion was called The Dark Knight Deal.  The Dark Knight Deal also allows the customers to win Xbox 360 and other gaming consoles.  Dominos also allows its customers to play games by the time their food arrives.  Domino’s pizza has introduced a new value meal called the 444 deal.  A customer walked out of a Florida Domino’s store with a $10. 28 .Promotion: Pizza order discount: Domino’s offers its customers a number of discount and other promotions on purchasing Domino’s pizza. There are actually two games – asteroids and slide puzzle to play. This 444 value deal contains three ten-inch pizzas with one topping for $4 each with a minimum number of three orders.

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.Domino's Pizza SWOT Analysis: Strength • Leading pizza delivery company in the US with more than 5. cheesy promotional slice of earned media for being the first major fast food chain to adopt this safety measure. 2) Build credibility by following up a promise with concrete action. 3) Get a hot. 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. 29 .000 stores in the US • Global franchise operations .

youth and the professionals who have no time to prepare food and to grab the food as fast as possible. Age: Below 15 years .20% 21 . Here are the demographic variables have been used to segment markets. gender. Income – further segment the market based on economic groupings: Income status Upper Class 60% Middle Class 35% 30 . these demographic variables are so popular with marketers so that they are often associated with the consumer’s needs and wants.(mainly male because many males will not like to preapare food when they are single).30 years – 40% 31 .25% Above 40 years .40 years . we divide the market into groups on the basis of variables such as age.15% The companies target audience is the bachelors.Segmentation Demographic segmentation – In demographic segmentation.0% 15 . etc.20 years . Gender – They targeted both genders.

And around 250 outlets in India. metro politician cities Region -.In Geographic segmentation calls for the diff geographical units such as states. Domino’s has a young and enthusiastic team of more than 2. 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.Domino’s intends to penetrate completely within these markets by opening up 20-25 outlets per year in these cities.100 employees. Geographic segmentation Geographic segmentation is basically using the spatial location to segment the market. Domino’s 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. medium. Executives. Today. All the Company outlets are corporate outlets invested by the company and also managed by the company.Lower class 5% Occupation self employed (superior level peoples). 31 . junior officers.e.56 regions where the pizza demand is more. officers executives.Here markets are mainly divided into the rural and urban areas. regions. and large. cities and the south Asia is a one of the major geographic segmentation variables relevant for marketers. Area – semi urban and urban City – class-A and Class-B cities i.

delivery in 30 minutes or else free.Psychographic segmentation -It is the science using psychology to better understand the consumers. Personality – Ambitious.e. and they all ready created the brand name in consumers mind by advertisement and service i. outdoor oriented. In Psychographic segmentation. Dominos in 2005 takes the Arshad Warsi (circuit) as their brand ambassador. Occasions – Regular. 30 min delivery. open to experience. Benefits – Quality. personality or values. and they are trying to sui with local food. buyers are divided into lifestyle. special. Lifestyle – Business class. User status – Regular user Usage rate – Medium Loyalty status – Medium loyal Readiness stage – Intending to buy Attitude toward product – Enthusiastic 32 . service.

The speciality food franchise has set apart Rs 50 crore for its promotional activities in 200708. Through this method. 33 . Yet another strategy employed by the fast food franchise to spread their market is to portray their advertisements in an old-fashioned background. This quasi-environment is sure to make a positive impact on the semi-urban crowd who are not much familiar with the brand. That is how the fast food franchise came up with 'Fun Meal for Four' offer. The speciality food franchise expects to increase its pizza delivery at a rate of 45 per cent by the end of the coming financial year. This means charge of one pizza will be just Rs 45. The fast food franchise is willing to work harder in order to improve its growth rate in Indian market. the pizza franchise is able to produce more variety in the food delivered to its customers at their door steps.Some other Special offer in dominos pizzas The Dominos Pizza franchise constantly keeps on inventing ways through which it can make a greater impact on the fast food market. Through its 'Fun Meal for 4’ pack the Domino’s Pizza India offers four pizzas at the rate of Rs 180. This has helped the speciality food franchise to enhance the strength of its customer base.

Competitor • • • • McDonalds Wendy's Papa John's International and California Pizza Kitchen WHAT MAKES DOMINO’S PIZZA BETTER THAN IT COMPETITORS • Varity of Pizza’s • Good ambience • Services offered • Quality of pizza’s • Location of the Outlet • Waiting time in the outlet • Door step services 34 .

ongoing investments in advertising result in broad consumer awareness • Domino’s are the #1 pizza delivery company 35 . • Suggesting selling at a discounted price • New schemes at regular interval of time according to the taste of the INDIAN customer SUCCES FACTOR OF DOMINO’S PIZZA • Domino's is a powerful global brand. 39 instead of Rs 69. • Dominos start providing coke/fanta/sprite. • Web coupons available at web site www. • Pasta is available in 2 variants: cheesy white and tangy red veg Rs 69/.non veg Rs 79/• Get garlic bread for only Rs 30/.• Low pricing NEW PROMOTIONAL ACTIVITY OFFERS BY DOMINOS • With every order of pizza and coke/Garlic breadsticks get a domino’s pasta for Rs.with any of the pizza mania combinations.in • Discounting coupons are being provided with every item purchased. • Dominos started pizzas mania which start from Rs 35 and we get the toping according to our choice.co. o "Mega Brand" as defined by Advertising Age o Significant.dominos.

• Domino’s leadership team has a track record of success. o Operate in over 60 countries • They operate a profitable.o Largest share of pizza delivery channel o Reinforced by our well-known slogan. 36 . value-added supply chain system. "Domino's Pizza: You Got 30 Minutes™ • They have a large and growing international presence.

CONCLUSION It has successfully established its market because of Their best services  Employee's behavior  Localizing the menu  Pricing strategy  Delivery System  Advertising strategy 37 .

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