A

REPORT
ON
“To Study Shoppers Preferences towards purchase
of food Products in Domino’s”

Toward partial fulfilment of

Integrated Master of Business Administration (IMBA)
(Babu Banarasi Das University, Lucknow)

Guided By: Submitted by:

Ms. Pankhuri Srivastava Supriya Sharma
IVth semester
Roll No. – 1150675054

Session: 2016 – 2017

School of management

Babu Banarasi Das University

Sector 1, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow (U.P.) India
 PREFACE

As a part of our course curriculum I had to go through a field study report on any topic get

the right exposure to the practical aspects of business management.

I want to express my gratitude for the experience and practical knowledge that I earned

during the field study. In this project report I had presented my great experience in the form

of words. In making the project report theoretical knowledge was needed more than the

practical which was given to us by my professors in my institute.

The project flows logically consisting of a questionnaire. I hope that the findings and the

suggestions will help the company, confidently to formulate its strategy in comparison to its

competitors. I have enjoyed my report preparation and have learnt lots of new things. I have

tried my level best to make this report a reader friendly & also did my level best to fulfil the

objective of the study.

 ACKNOWLEDGEMENT

No project report ever reflects the efforts of a single individual. The report owes its existence

to the constant support and guidance of a number of people. I am grateful to all of them.

I owe a never-ending debt of gratitude to Ms. Pankhuri Srivastava for her expert guidance

and support.

I would like to thank all the respondents for giving their valuable time and providing useful

information.

I am also grateful to all those who have either directly or indirectly contributed towards the

completion of the project, for their support and encouragement.

 DECLARATION

I hereby declare that the project work entitled of “To study shoppers’ preferences towards

purchase of food products in Dominos”

Submitted to BABU BANARASI DAS UNIVERSITY, is a record of an original work done

by me under the guidance of Ms. Pankhuri Srivastava and this project work is

submitted in the partial fulfilment of Integrated Master of Business Administration.

Supriya Sharma
 TABLE OF CONTENTS

SR.NO. INDEX PG.NO.

1. INTRODUCTION 6-7

2. INDUSTRY OVERVIEW 8 - 12

3. OBJECTIVES OF THE STUDY 13

4. RESEARCH METHODOLOGY 14 - 15

5. DATA ANALYSIS 16 - 20

6. FINDINGS 21

7. CONCLUSION 22

8. SUGGESTION & 23
RECOMMENDATIONS

9. BIBLIOGRAPHY 24

10. QUESTIONNAIRE
25 - 27
 INTRODUCTION

Haldiram’s and multinational companies like DOMINO’S, Pizza hut, etc. The fast food

industry is on a high as Indians continue to have a feast. Fuelled by what can be termed as a

perfect ingredient for any industry – large disposable incomes – the food sector has been

witnessing a marked change in consumption patterns, especially in terms of food.

An increasing number of international fast food chains rushing to India is because all of them

see tremendous potential in for this type of business. The large upwardly mobile population

in the urban areas tend to eat out more often or business or for leisure.

The various players operating in India are the well-established Indian chains like Nirula’s

In addition to these, apparently some of the best known international food chains are looking

at India. Among them are Sbarro, The Burger King, KFC, Dunkin Donuts, and Subway, etc.

are some of them to name. At present all these players are fighting for a small pie, as fast

food is really not a big habit with Indians, but they see a big potential.
The players are fighting on products, pricing, positioning and trying to convert their first

trials into regular purchase by providing delightful service quality. The focus is on product

quality and standardization on taste. Consistency is the key, as its standardization in fast food

as the consumer is short on time and wants to satisfy his taste buds with a consistent taste

experience.

Beyond this each player has its own strategy to expand consumer base.

- Some feel that pricing is not the deciding factor since fast food is not price sensitive market

because it is not a single diet of Indians.

- Some others are competing on positioning which is surprisingly varied, giving the small

size of the market

TRENDS IN THE FAST FOOD INDUSTRY

The industry is estimated to grow at 9-12 per cent, on the basis of an estimated GDP growth

rate of 6-8 per cent, during the Tenth Five year plan period. Value addition of food is

expected to increase from the current 8 per cent to 35 per cent by the end of 2025. Fruit and

vegetable processing, which is currently around 2 per cent of total production will increase to

10 per cent by 2010 and to 25 per cent by 2025.

The popularity of food and agro products is not surprising when the sector is now offering a

growth of more than 150 per cent in sales. While US brands such as McDonald’s, Pizza hut

and Kentucky Fried Chicken have become household names, more are on their way.
COMPETITORS INFORMATION

Major players in this field:-

1. NIRULA’S

2. PIZZA HUT, etc.

These day working executives are busy a lot they don’t have the spare time to cook food due

to their high this possible income and ever increasing Operational levels they prefer to it out

at this fast food outlets (McDonalds, Nirula’s, Pizza Hut) where they find the match

according to their aspirational level.

1. NIRULA’S

Established in 1934, Nirula’s today is a diversified group having a chain of elegant Business

hotels, Waiter service restaurants, Family style restaurants, Ice Cream parlour, pastry shops

and food processing plants in India. The chain with over 60 outlets operating in 5 states

successfully caters to the Indian palate of over 50000 guests every day or over 70 years.

The restaurants serve a wide variety of multi-cuisine foods, both western and Indian

including pizzas, burgers, chana kulcha, saag-roti and much more!

Ice cream parlour offers an extensive range of exciting and innovative ice cream flavors with

one new flavor added every month. Nirula’s pastry shops are a one-stop shop for bakery and

confectionary item.

2. Pizza Hut

Pizza Hut is the largest pizza restaurant company in the world. It has 12700 outlets in 90

countries. Pizza Hut has an aggressive expansion plan for India. It intends to have 100 outlets

by the end of 2004.

Pizza Hut will consolidate its presence in cities where it already exists as an endeavor to

create a major share of these profitable markets first before spreading to other markets. Pizza

Hut is one of the largest pizza brands.

Further, all new outlets in India would be franchisee owned resulting from the smooth

functioning of the existing stores which are all franchisee owned. Hence, the same

arrangement will be followed in the future to ensure growth-oriented results. The data written

below represent what Pizza Hut is all about and gives a brief profile of the company.
 COMPANY PROFILE

The domino’s brand was founded in the United States of America in 1960 by Thomas

Monaghan. Since then, that business has grown into a global network of over 8,500 pizza

stores in more than 60 countries, involving over 2,000 franchises. Over its 49-year history,

domino’s has developed a simple business model focused on delivering quality pizzas in a

timely manner. Domino’s pizza completed its initial public offering in 2004 and is listed on

the New York stock exchange.

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 U.S.A. Moreover, the company holds the

master franchise rights for Sri Lanka and Bangladesh through its wholly owned subsidiary.
On May 13, 1983, Domino’s opened its first international store, in Winnipeg, Canada. That

same year, Domino's opened its 1,000th store overall, and by 1995 Domino's had 1,000

international locations. In 1998, after 38 years of ownership, Domino's Pizza founder Tom

Monaghan announced his retirement and sold 93 percent of the company to Bain Capital, Inc.

for about $1 billion and ceased being involved in day-to-day operations of the company. A

year later, the company named David A. Brandon Chairman and Chief Executive Officer.

Involved in day-to-day operations of the company. A year later, the company named David A.

Brandon Chairman and Chief Executive Officer.

Industry publication Pizza Today magazine named Domino’s Pizza "Chain of the Year" in

2003.

Since 2008 to include Oven Baked Sandwiches and Bread Bowl Pasta, and recently debuted

its ’Inspired New Pizza’- a permanent change to its core hand-tossed product, reinvented

from the crust up with new sauce, cheese and garlic seasoned crust.
SALE OF COMPANY

In 1998, after 38 years of ownership, Domino's Pizza founder Tom Monaghan announced his

retirement and sold 93 percent of the company to Bain Capital, Inc. for about $1 billion and

ceased being involved in day-to-day operations of the company. A year later, the company

named David A. Brandon Chairman and Chief Executive Officer.

PRODUCTS

Market research showing that 40% of American pizza customers preferred thick crusts. The

new product launch cost approximately $25 million, of which $15 million was spent on new

sheet metal pans with perforated bottoms. Domino's started testing extra-large size pizzas in

early 1993, starting with current Domino's menu features a variety of Italian-American
entrees and sides. Pizza is the primary focus, with traditional, specialty and custom pizzas

available in a variety of crust styles and toppings. Additional entrees include pasta bread

bowls and oven-baked sandwiches. The menu offers chicken side dishes, breadsticks and

salads, as well as beverages and desserts.

From its founding until the early 1990s, the menu at Domino's Pizza was kept simple relative

to other fast food restaurants, to ensure efficiency of delivery.

Historically, Domino's menu consisted solely of one pizza in two sizes (12-inch and 16-inch),

11 toppings, and Coke as the only soft drink option.

The first menu expansion occurred in 1989, with the debut of Domino's deep dish, or pan

pizza. Its introduction followed th the 30-slice, yard-long "The Dominator".

Domino's tapped into a market trend toward bite-size foods with spicy Buffalo Chicken

Kickers, as an alternative to Buffalo Wings, in August 2002. The breaded, baked, white-meat

fillets, similar to chicken tenders, are packaged in a custom-designed box with two types of

sauce to "heat up" and "cool down" the chicken.

In August 2003, Domino's announced its first new pizza since January 2000, the Philly

Cheese Steak Pizza. The product launch also marked the beginning of a partnership with the

National Cattlemen's Beef Association, whose beef Check-Off logo appeared in related

In 2008 Domino's once again branched out into non-veg pizza fare, offering oven baked

sandwiches in 4 style intended to compete with subway's toasted submarine sandwich.

The company introduced in American Legends line of specialty pizza in 2009, featuring 40%

more cheese than the company's regular pizzas, along with a greater variety of toppings .

Some Other Product Are Available:-

MARGHERITA,DOUBLE CHEESE MARGHERITA,,

• VEG HAWAIIAN DELIGHT

• PEPPY PANEER

• MEXICAN GREEN WAVE

• DELUXE VEGGIE

• 5 PEPPER

•
 • VEGGIE PARADISE

• VEG EXTRAVAGANZA

• CLOUD 9

CHEF'S VEG WONDER

In Fig: DOMINO’S NEAT AND HEALTHY KITCHEN

DOMINO’S PIZZA INDIA LIMITED

Jubilant Food Works Limited, a Jubilant Bhartia Group Company holds the Master Franchise

Rights for Domino’s Pizza for India, Nepal, Sri Lanka and Bangladesh. The company has

been listed on the Indian bourses recently. Prior to Sep 24, 2009, the company was known as

Domino’s Pizza India Limited and underwent a name change, rest of the terms remaining the

same. The promoters of the company are Mr. Shyam S Bhartia, Mr. Hari S Bhartia and

Jubilant Enpro Private Ltd. Domino’s Pizza opened its first store in India in January 1996, at

New Delhi. Today Domino’s Pizza India has grown into a countrywide network of more than

364 stores (as on 31st December, 2010) with a team of over 9,000 people.

According to the India Retail Report 2009, we were the largest Pizza chain in India and the

fastest growing multinational fast food chain between 2006-2007 and 2008-2009 in terms of

number of stores.
Domino’s vision is focused on “Exceptional people on a mission to be the best pizza delivery

company in the world!" We are committed to bringing fun, happiness and convenience to

lives of our consumers by delivering delicious pizzas to their doorstep and our efforts are

aimed at fulfilling this commitment towards a large and ever-growing customer base.

Domino’s constantly strives to develop products that suit the tastes of our consumers and

hence delighting them. Domino’s believes strongly in the strategy of ’Think global and act

local’. Thus, time and again we have been innovating with delicious new products such as

crusts, toppings and flavors suitable to the taste buds of Indian Consumers.

Variety of product in Domino's:-

 KEY INFORMATION:

• Trading name -Domino's

• Type - Public

• Traded as-NYSE:DPZ ,S&P 400 COMPONENT

• Founded - June 10, 1960; 57 years ago Ypsilanti, Michigan, U.S.

• Headquarters - Ann Arbor, Michigan, U.S.

• Founders- Tom Monaghan

• CEO- J. Patrick aurants

• Industry- foodservice

• Slogan- Oh Yes We Did

• Products- pizza, pasta, drinks, chicken wings, desserts etc.

• Revenue- $2.2165billion USD (2016)

• Number of employees-260,000 (2015)

• Website- www.dominos.com
 CORPORATE GOVERNANCE

Domino's management is led by J. Patrick Doyle, CEO from March 2010, formerly president

of Domino's USA Previous chief executive David Brandon, made athletic director of the

University of Michigan in January 2010, remains chairman. Among 11 executive vice

presidents are Michael Lawton, CFO; Asi Sheikh, Team USA; Scott Hinshaw, Franchise

Operations and Development; and Kenneth Rollin, General Counsel. Domino's operations are

overseen by a board of directors led by Brandon. Other members of the board are Andrew

Balson, Diana Cantor, Mark Nunnelly, Robert Rosenberg and Bud Hamilton.

SWOT ANALYSIS OF DOMINO’S

STRENGTH

 Open door policy to the press

 CERES guidance and co-ordination & active CSR

 Selective supply chain strategy

 Rigorous food safety standards

 Affordable prices and high quality products

 Nutritional information available on packaging

 Decentralized yet connected system

 Innovative excellence program

 Promoting ethical conduct

WEAKNESSES

 Inflexible to changes in market trends

 Difficult to find and retain employees

 Drive for achieving shareholder value may counter CSR

 Promote unhealthy food

 Promoted CSR meat imports in error

OPPORTUNITIES

 Attractive & flexible employment

 Positive environmental commitments

 Higher standards demanded from suppliers

 Corporate Responsibility Committee

 Honest & real brand image

THREATS

 Fabricated stories about the quality of our chicken

 Unhealthy foods for children

 Health concerns surrounding Beef, Poultry & Fish

 Lab or exploitation in China

 CSR at the risk of profit loss

 Contributor to global warming

 Local fast food restaurants

 PEST ANALYSIS

Political Factors

• Regulatory frame work operating in judicial system which may affect the business in

different ways

• Not many political factors in Delhi affecting Domino’s Pizza as is it has the best pizza

delivery system in the country

• Factors such as laws on business employment, pollution and taxation apply on the

organization which it has to abide.

Economic Factors

• Increasing per capita income is a good sign as the purchasing power increases.

• Rise in food inflation rate is directly related to the rise in price.

• With a change in socio-economical status of Indian population (expanding middle-

class) there lies a huge potential of the untapped segments.

Social Factors

• Domino’s Pizza is a multinational company and has originated from America

So the organization is overwhelmed by western culture.

• There are social forms of society which consist of Upper class, middle class, middle

upper class, lower class and lower class.

• Every country has cultural norms, values, beliefs and religion which can affect the

organization.

Technological Factors

• With the new age technology baking and production is more cheaper and easier,

hence, efficient.

• Due to new technology there are new ways of marketing like internet; telemarketing

and the organization can advertise their products with much more faster pace.

• Computer based customer data that is MIS (managing information system) helps in

collecting customer data, daily transactions, future forecasting and decision making.
 CONCEPTUAL DISCUSSION

HISTORY AND GROWTH OF INDUSTRY

Like most corporate success stories, Domino's started out small - with just one store in 1960.

Now, Domino's Pizza is celebrating over forty years of delivering food, fun and innovation

Domino's Pizza Timeline

1960

Tom Monaghan and his brother James purchase "DomiNick's," a pizza store in Ypsilanti,

Michigan. Monaghan borrowed $500 to buy the store.

1961

James trades his half of the business to Tom for a Volkswagen Beetle.

1965

Tom Monaghan is sole owner of company, and renames the business "Domino's Pizza, Inc."

1967

The first Domino's Pizza franchise store opens in Ypsilanti, Michigan.

1968

Company headquarters and commissary are destroyed by fire.

First Domino's store outside of Michigan opens in Burlington, Vermont.

1975

Amstar Corp., maker of Domino Sugar, institutes a trademark infringement lawsuit against

Domino's Pizza. In 1980, Federal court rules Domino's Pizza did not infringe on the Domino

Sugar trademark.
1983

Domino's first international store opens in Winnipeg, Canada.

The 1000th Domino's store opens.

The first Domino's store opens on the Australian continent, in Queensland, Australia.

1990

Domino's Pizza signs its 1,000th franchise.

1992

Domino's rolls out Breadsticks, the company's first national non-pizza menu item.

1993

Crunchy Thin Crust pizza is rolled out nationwide. The company discontinues the 30-minute

guarantee and re-emphasizes the Total Satisfaction Guarantee.

1994

Buffalo wings are rolled out in all U.S. stores.

1995

Domino's Pizza International division opens its 1,000th store.

First store opens on African continent, in Cairo, Egypt.

1996

Domino's launches its web site on the Internet (www.dominos.com).

The company reaches record sales of $2.8 billion system-wide.

1997
Domino's Pizza opens its 1,500th store outside the United States, opening seven stores in 1

day on 5 continents consecutively. Domino's Pizza launches a campaign to update the

company logo and store interior with brighter colors and a newer look.

1998

Domino's Pizza founder, Tom Monaghan, announces retirement and sells the Company to

Bain Capital, Inc.

Domino's launches another industry innovation, Domino's HeatWave®, a hot bag using

patented technology that keeps pizza oven-hot to the customer's door.

1999

Dave Brandon is named Chairman and Chief Executive Officer of Domino's Pizza.

Domino's Pizza announces record results for 1999.

Worldwide sales exceed $3.36 billion. Revenues increased 4.4% over 1998.

2000

Domino's Pizza International opens its 2,000th store outside the United States. Domino's

Pizza celebrates 40 years of delivering pizza and innovation to homes around the world.

2001

Domino's 7,000th store opens in Brooklyn, New York. Domino's launches long-term national

partnership with the Make-A-Wish Foundation.

2002

In February 2002, Domino's Pizza acquired 82 franchised stores in the Phoenix, Ariz.,

market, making it the largest store acquisition in the company's history. In August 2002,

Domino's kicked delivery up a notch with the introduction of Domino's Pizza Buffalo
Chicken Kickers and marked the creation of a whole new surprising category - premium

chicken delivered right to the door!

2003

Domino's announces an exciting multi-year partnership by becoming the "Official Pizza of

NASCAR." Domino's is named Chain of the Year by Pizza Today magazine, a leading pizza

trade publication. Domino's combines two culinary classics - pizza and Philadelphia Cheese

Steak - to create the all-new Domino's Philly Cheese Steak Pizza.

2004

Domino's launches Domino's Cheesy Dots, delicious round balls of dough covered in a blend

of zesty melted cheeses. Domino's becomes an associate sponsor for the Drive for Diversity

program, a minority driver development program designed to provide a steady pipeline of

well trained and supported minority drivers for the NASCAR circuit. Domino's Pizza, Inc.,

the recognized world leader in pizza delivery, begins trading common stock on the New York

Stock Exchange (NYSE) in July 2004, under the new ticker symbol "DPZ."

Domino's announces a three-year partnership with St. Jude Children's Research Hospital. St.

Jude was selected as Domino's "charity of choice" by franchisees and team members.

2005

The Domino's Pizza celebrates the completion of the three-year renovation of its World

Resource Center in Ann Arbor, Mich. The renovation marks the first major improvement to

the company's world headquarters since Domino's founder Tom Monaghan opened the

sprawling Domino's Farms.

Domino's Pizza Australia opens its 400th store in Aspley, Brisbane.

Domino's Pizza United Kingdom celebrates the opening of its 400th store in Wadsley Bridge,

Sheffield.

Domino's raises $1.2 million for St. Jude Children's Research Hospital during its second

annual "Thanks and Giving" campaign.

Domino's Pizza efforts worldwide raise $220,000 to support south east Asia tsunami relief

efforts. Domino's Pizza launches its American Classic Cheeseburger Pizza in conjunction

with its appearance as a featured task on the NBC hit reality show, "The Apprentice."

2006

Domino's celebrates the opening of its 8,000th store with simultaneous celebrations of the

opening of its 5,000th U.S. store in Huntley, Ill., and its 3,000th international store in Panama

City, Panama.

Domino's extends its status as the "Official Pizza of NASCAR" and the official pizza of

Michigan International Speedway.

Domino's raises $1.34 million for St. Jude Children's Research Hospital during its third

annual "Thanks and giving" campaign.

Domino's Pizza introduces Brownie Squares - warm, delicious, bite-sized brownies delivered

with a fudge dipping sauce.

2007

Domino's introduces OREO® Dessert Pizza-a thin dessert-style crust that's layered with

vanilla sauce and covered with OREO® cookie crumbles and then topped with sweet icing.

Domino's introduces its Veterans and Delivering the Dream franchising programs.

Domino's rolls out online and mobile ordering.

Domino's is ranked in the Top 10 for the ninth time in Entrepreneur magazine's annual listing

of great franchise opportunities.

30 - Minute guarantee :-

In December 2007, Domino's introduce new SLOGAN, “You Got 30 Minutes" alluding to

the earlier pledge but stopping short of promising delivery in half an hour .

The company continues to offer the 30 minute guarantee for order placed in its stores in

Colombia, India, and China etc.

2008
Domino’s launches another food delivery industry first: Pizza Tracker. This revolutionary

technology allows Domino's Pizza customer to follow the progress of their order online from

the time they click the "Place Order" button or hang up the telephone until the Domino's

delivery expert is knocking on their door. In an historic expansion of its menu, Domino's

claims the title as the first major quick-service restaurant chain in the U.S. to deliver hot,

oven-baked sandwiches. Our new Oven Baked Sandwiches come in four delicious varieties

on artisan Italian bread and baked to a golden brown: Philly Cheese Steak, Chicken Bacon

Ranch, Chicken Parma and Italian.

2009

Continuing its aggressive menu expansion, Domino's introduces a new line of pastas that

include a handmade, oven-baked bowl. Bread Bowl Pasta flavors includes Three Cheese

mac-N-Cheese, Italian Sausage Marinara, Chicken Alfredo, Chicken Carbonara and Pasta

Primavera. Number one ranking in the American Customer Satisfaction Index Domino's

introduces new chocolate Lava crunch Cakes, oven-baked chocolate cakes, crunchy on the

outside, with warm flowing chocolate fudge inside . Domino's adds four bold new varieties to

its oven baked sandwiches line Italian Sausage and peppers, Buffalo Chicken with Blue

Chasse, Sweet and Spicy Chicken Habanero and Mediterranean Veggie. In late December,

Domino's announces its inspired new pizza Reinvented from the crust up ,the new hand-

tossed pizza features new sauce ,cheese and garlic-seasoned crust .The reformulation was one

of the biggest moves in the company's 50-year history, and was inspired by its toughest

consumer critics. Dominos transparent approach to talking about this bold change garnered

much attention from the media and public in general, with the press highlighting the

company's open and honest treatment in its advertising.

2010
After years of languishing near the bottom of consumer taste perception studies, Domino's

proudly boasts its research-backed wins over Papa john’s and pizza Hut in a national taste test

of hand-tossed pepperoni pizza, sausage pizza and extra-cheese pizza chairman and CEO

David A.

Brandon steps down as CEO effective March 7 and the Board of Director's Successor elect J.

Patrick Doyle as Brandon's Successor Brandon will be retained by the company as a Special

advisor for the remainder of 2010 and continue as a non-executive Chairman of the Board.

Concurrently, the University of Michigan announces Brandon will serve as its next Director

of intercollegiate Athletics. Dominos opened its 9,00th store on March 11.

Domino's Pizza, Inc. (NYSE: DPZ) is an international pizza delivery corporation

headquartered in Ann Arbor, Michigan, United States. Founded in 1960, Domino's is the

second Domino's opened its 300th European store in Pessac, Finance.

2011

An online ordering mobile website was launched, as well as an application for android

ordering. Domino's hit 200,000 Facebook fans.

2014

Domino's launched Pizza Mogal an initiative set to change the future of the Pizza industry

landscape.

2015

Domino's launched GPS Driver Tracker, which allow costumer track their order from the

store.

2016
Domino's launched the world first automatic delivery vehicle, DRU or Domino's robotic

Unit.

2016

Domino's partnered with Australian startup Tanda to overhaul workforce management.

2017

In march 2017, Domino's announced a pilot project in Dutch and German cities using ground

drones to deliver food within a once-mile radius of store in partnership with starship

Technologies.

Early years

In 1975, Domino's faced a lawsuit by Amstar Corporation, maker of Domino Sugar, alleging

trademark infringement and unfair competition. On May 2, 1980, a federal appeals court

found in favor of Domino's Pizza.

International expansion

On May 12, 1983, Domino's opened its first international store, in Winnipeg, Manitoba,

Canada. That same year, Domino's opened its 1,000th store overall and by 1995 Domino's

had 1,000 international locations. In 1997, Domino's opened its 1,500th international

location, opening seven stores in one day across five continents.

Charitable activities

In 2001, Domino's launched a two-year national partnership with the Make-A-Wish

Foundation of America. That same year, the company stores in New York City and

Washington D.C. provided more than 12,000 pizzas to relief workers following the

September 11 attacks on the World Trade Center and The Pentagon. Through a matching
funds program, the corporation donated $350,000 to the American Red Cross' disaster relief

effort. In 2004, Domino's began its current partnership with St. Jude Children's Research

Hospital, participating in the hospital's "Thanks and Giving" campaign since it began in 2004,

raising more than $1.3 million in 2006.

Advertising and sponsorship

In the 1980s, Domino's Pizza was well known for its advertisements featuring The Noid. That

concept was created by Group 243 Inc. who then hired Will Vinton Studios to produce the

television commercials that they created. The catch phrase associated with the commercials

was "Avoid the Noid.”

Due to a glitch on the Domino's website, the company gave away nearly 11,000 free medium

pizzas in March 2009. The company had planned the campaign for December 2008 but

dropped the idea and never promoted it.

Domino's launched some new product are as follow:-

1- New Delicious Butterscotch Mousse Cake

2- Domino’s Pizza – New Launches In India

3- Custard Bliss
 4- Skim

5- Pizza Mania Extreme

Domino’s Pizza launches “Burger Pizza”! Looks like a Burger, Tastes like a Pizza

OBJECTIVES OF THE STUDY

The objectives of the project can be summarized under the following points

• To do customer value analysis which includes identifying the major attributes that

customer’s value in a fast food chain restaurant, assessing the quality of the different

attributes.

• The market position of the main players in the industry.

• To know awareness of people towards Domino’s Pizza.

• To know the domino’s Pizza working in India.

 RESEARCH METHODOLOGY

While deciding about the method of data collection to be used for the study, the researcher

should keep in mind two types of data viz. primary and secondary.

Primary Data-

Primary data are those which are collected afresh and for the first time, and thus happen to be

original in character. We collect primary data either through observation or through direct

communication with respondents in one form or through personal interviews. This, in other

words, means that there are several methods of collecting primary data, particularly in

surveys and descriptive researches. Important ones are:

i. Observation method
ii. Interview method
iii. Questionnaire method
iv. Schedules method

Secondary Data-

Secondary data are those which have already been collected by someone else and which have

already been passed through statistical process. When researcher utilizes secondary data, then

he has to look into various sources from where he can obtain them. Secondary data may

either be published data or unpublished data. Usually published data are available in:-
 i. Various publications of the central, state and local governments.

ii. Various publications of foreign governments or of international bodies and their

subsidiary organizations.

iii. Technical and trade journals.

iv. Books, magazines and newspapers

v. Reports and publications of various associations connected with business and industry,

banks, stock exchanges etc.

vi. Reports prepared by research scholars, universities, economists etc. in different fields,

and

vii. Public records and statistics, historical documents.

The sources of unpublished data are many; they may be found in diaries, letters, unpublished

biographies and autobiographies and also may be available with scholars and research

workers, trade associations, labor bureaus and other public/private individuals and

organizations.

Researcher must be very careful in using secondary data. He/She must make a minute

scrutiny because it is just possible that the secondary data may be unsuitable or may be

inadequate in the context of the problem which the researcher wants to study.

Research Design

A research design serves as a bridge between what has been established (the research

objectives) and how to accomplish these objectives. In fact, the research design is the

conceptual structure within which research is conducted; it constitutes the blueprint for the

collection, measurement and analysis of data. More explicitly, the design decisions happen to

be in respect of:

i) What is the study about?

 ii) Why is the study being made?

iii) Where will the study be carried out?

iv) What type of data is required?

v) Where can be the required data found?

vi) What period of time will the study include?

vii) What will be the sample design?

viii) What technique of data collection will be used?

ix) How will the data be analyzed?

x) In what style will the report be prepared?

The function of research design is to provide for the collection of relevant evidence with

minimal expenditure of effort, time and money. But how all these can be achieved depends

mainly on the research purpose.

Research Type

 Descriptive research - It attempts to describes and explain conditions of the present by

using many subjects and questionnaires to fully describe a phenomenon.

To achieve the aims and objectives of this study, a broad based study was done. The research

was a descriptive research based on the survey approach or we can say the research design of

this study is descriptive type as the objectives are to identify and analyze the customer

profile, their preferences, satisfaction level and impact of sales promotion activities or we can

say that it’s overall retail management.

Sample Plan:

Sample Area – Lucknow

Sample Size – 50

Sampling – Convenience Sampling

DATA ANALYSIS

• Bar graph
• Pie chart
• Histogram

DATA ANALYSIS AND INTERPRETATION

Q 1) Do you love Outdoor eating?

(A) Yes (B) No

No; 20.00%

Yes; 80.00%

INTERPRETATION

Out of the Sample of 50, following results were obtained:

• 80% of the people agreed that they love Outdoor eating a lot.
• 20% of the people said that they don’t like Outdoor eating.

Q 2) Restaurants preferred by customers

Nirula's; 10.00% Dominos; 34.00%

KFC; 6.00%

McDonalds; 20.00%

Pizza hut; 30.00%

Restaurant Dominos Pizza Hut KFC Nirula’s McDonalds

preferred
Number of 17 15 3 5 10
Persons

INTERPRETATION

• 17 out of 50 persons surveyed preferred Dominos over any other restaurant, i.e. 34%.

• 15 persons preferred Pizza hut, i.e. 30%.

• 10 persons preferred McDonalds’s, i.e. 20%

• 3 persons preferred KFC, i.e. 6%

• 5 persons preferred Nirula’s, i.e. 10%

This survey conveys that there is a tough competition between Dominos, Pizza hut and

McDonalds, KFC and burger king.

Q 3) Is Dominos ambience is comfortable and well provided?

(A) Strongly agree (B) Agree (C) Dis-agree

Dis-Agree; 12.00%
Strongly Agree; 33.00%

Agree; 55.00%

INTERPRETATION

Out of the Sample of 50, following results were obtained:

• 33% of the people are strongly agreed that Dominos ambience is comfortable and well

provided.

• 55% of the people agreed that Dominos ambience is comfortable and well provided.
• 12% of the people are disagreed that Dominos ambience is comfortable and well

provided.

Q 4) Does Dominos maintain consistency in its taste and quality?

(A) Yes (B) No

No; 14.00%

Yes; 86.00%

Views Yes No

43
Number of Persons 7

INTERPRETATION
This question shows whether Dominos maintains consistency in taste and quality of its food

products.

86% of the persons surveyed agreed that Dominos maintains consistency in its taste and

quality while 14% disagreed.

Q 5) Are you satisfied with the prices charged by Dominos?

(A) Highly Satisfied (B) Satisfied (C) Not Satisfied

Not Satisfied; 15.00%

Highly Satisfied; 55.00%

Satisfied; 30.00%

Views Highly Satisfied Satisfied Not Satisfied

9 35 6
Number of
Persons

INTERPRETATION
This question deals with the pricing of Dominos’ food products.

Out of 50 people surveyed.

• 35 are satisfied with the prices charged i.e. 55%

• 9 are highly satisfied i.e. 30% and

• 6 are not satisfied i.e. 15%

Q 6) Do you find the promotional measures adopted by Dominos effective?

(A)Very effective (B) Effective (C) Not effective

Not Effective; 6.00%

Very Effective; 29.00%

Effective; 65.00%

INTERPRETATION

Out of the Sample of 50 people, following results were obtained:

• 29% persons find that promotional measures adopted by Dominos are very effective.

• 65% persons find that promotional measures adopted by Dominos are effective.

• 6% persons find that promotional measures adopted by Dominos are not effective.
Q 7) How would you describe your eating experience at Dominos?

(A) Excellent (B) Very Good (C) Good (D) Poor

Excellent; 20.18%
Poor; 8.26%

Good; 46.79% Very Good; 24.77%

INTERPRETATION

Out of the Sample of 50 people, following results were obtained:

• 20% persons describe their eating experience as Excellent at Dominos.

• 25% persons describe their eating experience as very good at Dominos.

• 47% persons describe their eating experience as good at Dominos.

• 8% persons describe their eating experience as poor at Dominos.

Q 8) Have you ever called for home delivery of products from dominos?

(A) Yes (B) No

No; 20.00%

Yes; 80.00%

INTERPRETATION

Out of the Sample of 50 people, following results were obtained:

• 80% persons called for home delivery of products from Dominos.

• 20% persons do not called for home delivery of products from Dominos.
Q 9) How frequently do you visit Dominos?

(A) Once a week (B) More than once a week (C) Once a fortnight

(D) Once a month (E) Less than once a month

Once a week; 3.88%

Less than once a month; 23.30% More than once a week; 11.65%

Once a fortnight; 22.33%

Once a month; 38.83%

INTERPRETATION

Out of the Sample of 50 people, following results were obtained:

• 4% persons visit Dominos once a week

• 12% persons visit Dominos more than once a week.

• 22% persons visit Dominos once a fortnight.

• 39% persons visit Dominos once a month.

• 23% persons visit Dominos less than once a month.

FINDINGS AND RECOMMENDATIONS

 Dominos is providing its customers good quality food products. Though not wide but

its product line is quite impressive. It includes meals for both Vegetarian and Non-

Vegetarian and satisfies both sections of customers.

 Dominos is also providing its customers a well provided and comfortable ambience. It

has been rated as ‘very good’ by its customers in terms of Taste and Variety of food

and promptness of delivery.

 Domino’s maintains its consistency in taste and quality. Customers are also satisfied

with its prices and promotional and advertising activities. Prices are affordable by all

and Dominos also satisfies its customers by continuously introducing value for money

offers.
 Summarizing all points we conclude that Dominos is growing fastly by satisfying its

customers by providing quality and maintaining consistency and also has an

impressive strategy of marketing the products in the form of Marketing Mix

Elements.

SUGGESTIONS

 Maintain consistency in the taste and quality of products.

 Give for more.

 Include more items in its product line like burgers.

 Include more promotional and advertising measures to increase its sales or to increase

its market share.

 They should also freeze their Ice Creams at higher Temperature so that it does not get

melted so early.

 The most important thing is that they should also sell pizza’s without cheese because

today’s generation is more Diet Conscious and each and every pizza of Dominos is

more or less of cheese so they should make pizza’s without cheese.

 One Thing more Dominos should start is giving Customized waiter Services instead

of Self Services.

 The Soft Drinks provided in Dominos is more of Ice and less of Cold Drink.
 LIMITATIONS OF THE STUDY

LIMITATION OF TIME

Availability of time was one of the biggest limitations faced. Due to shortage of time we had

to limit the work in its present form. Had we more time we could have selected a bigger

sample size, which means more interaction which is beneficial for our marketing research

project as well as will improve our confidence and communication skills.

LIMITATION OF COST

Money was also one of the major limitations faced while conducting this research.

LIMITATION ON THE PART OF RESPONDENTS

Some of the people were not interested or motivated enough in filling up the questionnaire.

Some people were busy with their job or not willing to co-operate. Some questioned about

the benefits they get, and some didn’t fill the questionnaire because they were reluctant to

give their phone numbers. In some instances respondents may not have revealed the truth. It

is quite possible that the personal biases of respondents might have crept.
 BIBLIOGRAPHY

Books referred:

Principal of Marketing: Kotler, Philip & Armstrong

Marketing management: Saxena, Rajan

Websites referred:

www.wikipedia.com

www.dominos.com

www.dominossindia.com

www.google.com
 ANNEXURE

QUESTIONNAIRE

NAME:

GENDER:

AGE:

OCCPATION:

Q1. Do you love Outdoor eating?

(A)Yes (B) No

Q2. Restaurants preferred by customers?

(A) Dominos (B) Pizza hut (C) McDonalds (D)KFC (E)Nirula’s

Q3. Is Dominos ambience comfortable and well provided?

(A) Strongly agree (B) Agree (C)Dis-agree

Q4. Does Dominos maintain consistency in its taste and quality?

 (A)Yes (B) No

Q5. Are you satisfied with the prices charged by Dominos?

(A)Yes (B) No

Q6. Do you find the promotional measures adopted by Dominos effective?

(A)Very effective (B) Effective (C) Not effective

Q7. How would you describe your eating experience at Dominos?

(A) Excellent (B) Very Good (C) Good (D)Poor

Q8. Have you ever called for home delivery of products from dominos?

(A) Yes (B) No

Q9. How frequently do you visit Dominos?

(A) Once a week (B) More than once a week (C) Once a fortnight

(D) Once a month (E) Less than once a month

 BIBLIOGRAPHY

Books referred:

Principal of Marketing: Kotler, Philip & Armstrong

Marketing management: Saxena, Rajan

Websites referred:

www.wikipedia.com

www.dominos.com

www.dominossindia.com

www.google.com