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Domino's Pizza is an international fast food pizza delivery corporation. It was founded by Tom Monaghan. There are currently about 8,500 corporate and franchised stores in 55 countries, including all 50 US states. It was the second-largest pizza chain behind Pizza Hut in the United States. In 1967, the first Domino's Pizza franchise store opened in Ypsilanti. Domino’s continued to grow and in 1978 opened its 200th store. 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. In a simultaneous celebration in 2006, Domino's opened its 5,000th U.S. store in Huntley, Illinois and its 3,000th international store in Panama City, making 8,000 total stores for the system. Also that the Domino's Pizza store in Tallaght, Dublin, Ireland, became the first in Domino's history to hit a turnover of $3 million (€2.35 million) per year. As of September 2006, it has 8,238 stores which totaled US$1.4 billion in gross income. In 2007, Domino's introduced its Veterans and Delivering the Dream franchising programs and also rolled out
its online and mobile ordering sites. In 2001 the company's 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. Leading industry publication Pizza Today magazine named Domino’s Pizza "Chain of the Year" in 2003.
Michigan.S.David Brandon.Ypsilanti. Industry .Tom Monaghan Chairman & CEO . (1960) Headquarters . U.· sandwiches ·pasta · chicken wings ·desserts Employees .145.com/ 4 . Michigan. Founder .S.KEY INFORMATION Type .Ann Arbor.Restaurants Products Pizza . U.Public (NYSE: DPZ) Founded .000 Website-http://www.dominos.
000th store. 1990 Domino's Pizza signs its 1." a pizza store in Ypsilanti.DOMINO’S PIZZA TIMELINE 1960 Tom Monaghan and his brother James purchase "Dominick’s. 1995 Domino's Pizza International opens its 1. in Cairo. Canada. in Queens land. Federal court rules Domino's Pizza did not infringe on the Domino Sugar trademark. 1965 Tom Monaghan is sole owner of company. The 1000th Domino's store opens.. Monaghan borrowed $500 to buy the store." 1967 The first Domino's Pizza franchise store opens in Ypsilanti. maker of Domino Sugar. 1961 James trades his half of the business to Tom for a Volkswagen Beetle. The first Domino's store opens on the Australian continent. In 1980. 1983 Domino's first international store opens in Winnipeg. 1968 Company headquarters and commissary are destroyed by fire. and renames the business "Domino's Pizza. 1975 Amstar Corp.First store opens on African continent. the company's first national non-pizza menu item. Michigan. Egypt. Australia. Vermont. First Domino's store outside of Michigan opens in Burlington. 1992 Domino's rolls out Breadsticks. institutes a trademark infringement lawsuit against Domino's Pizza. 5 . Michigan.000th franchise. Inc.
a hot bag using patented technology that keeps pizza oven-hot to the customer's door.Domino's Pizza celebrates 40 years of innovation and delivering pizza to homes around the world. 1998 Domino's launches another industry innovation.000th store outside the United States. 2007 Domino’s rolls out online and mobile ordering.dominos. Domino's Heat Wave. 2006 Domino’s Pizza introduces Brownie Squares — warm.com). 6 . delicious.1996 Domino's launches its Web site (www. bite-sized brownies delivered with a fudge dipping sauce. 2000 Domino's Pizza International opens its 2.
MARKETING 7 .
invents and/or manufactures all of the equipment used in our stores. it’s no surprise that IT is a very important part of corporate and store level operations. Domino’s IT team makes sure that all technology and e-commerce services are the best to support business and that they work efficiently. e-commerce and PR. 8 .Marketing – This department makes sure that it stay ahead of the game by understanding What customers want and publicising its brand through innovative advertising. fresh ingredients used in stores. IT As the first pizza delivery company in the world to offer customers both online and interactive ordering facilities. 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. Food Service is a very important department with responsibility for making sure ingredients meet strict food safety criteria. direct mail. 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.
S.S. • Provides a strong infrastructure to support stores • Builds excellent store operations to create loyal customers. Grow leading position in an attractive industry. They intend to continue to promote brand name and enhance reputation as the leader in pizza delivery. develop and retain exceptional team members and franchisees. As the leader in U. • Leverage strong brand awareness. They are also highly fragmented.9 billion in the twelve months ended November 2008. Pizza delivery. Believe that the strength of Domino’s Pizza brand makes one of the first choices of consumers seeking a convenient. pizza delivery. through which a majority of our retail sales are generated. quality and affordable meal. U.Business Strategy To achieve further growth through the continued implementation of business strategy. QSR pizza category. had sales of $10. which includes the following key elements: Continue to execute on our mission statement.S. 9 . pizza delivery and carry-out are the largest components of the U. believe that convenient store locations. Its mission statement is “Exceptional franchisees and team members on a mission to be the best pizza delivery company in the world.” it implement this mission statement by following a business strategy that• Puts franchisees and Company-owned stores at the foundation all thinking and decisions. simple operating model. • Emphasizes ability to select. widely-recognized brand and efficient supply chain system are competitive advantages that position to capitalize on future growth.
Intend to leverage strong brand by continuing to introduce innovative.” which built on the Company’s 30minute delivery heritage.In 2007 it launched the campaign. They believe that pizza has global appeal and that there is strong and growing international demand for delivered pizza. In 2007 and 2008. each domestic stores contributed 4% of their retail sales to advertising fund for national advertising in addition to contributions for market-level advertising. distribution and other incremental infrastructure costs. complementary side items. almost exclusively through master franchise model. as evidenced by their 3. • Continue to grow international business.726 international stores in more than 60 countries. Plan to continue expanding base of domestic stores to take advantage of the attractive growth opportunities in U. “You Got 30 Minute. They believe that scale allows to expand store base with limited marketing. Additionally. • Expand and optimize domestic store base. While they plan to expand traditional domestic store base primarily through opening new franchise stores.S. consumer-tested and profitable new product varieties (such as Domino’s Brooklyn Style Pizza and Domino’s Oven Baked Sandwiches). pizza delivery. they will also continually evaluate mix of Companyowned and franchise stores and strategically acquire franchise stores and refranchise Company-owned stores. franchise-oriented business model allows to expand store base with limited capital expenditures and working capital requirements. 10 . They have successfully built a broad international platform.
In their current top ten international markets.558 franchise stores located in the contiguous United States. Domestic stores segment consists of domestic franchise operations. International stores have produced positive quarterly same store sales growth for 60 consecutive quarters. Segment overview It operates in three business segments: • Domestic stores. Store-level economics of business model. the growing international demand for delivered pizza and the strong global recognition of the Domino’s Pizza brand. one supply chain center providing equipment and supplies to certain of domestic and international stores and one vegetable processing supply chain center. which operate network of 489 Company-owned stores located in United States. believe that store base in total for these ten markets is approximately half of the total long-term potential store base in those markets. and domestic Companyowned store operations. 11 . • International. Domestic supply chain segment operates 17 regional dough manufacturing and food supply chain centers.They have significant long-term growth opportunities in international markets where they have established a leading presence. • Domestic supply chain. which oversee network of 4.
International segment oversees network of 3. or DNAF. we may from time-to-time partner with other organizations in an effort to promote the Domino’s Pizzabrand. including targeted database mailings. It also contribute to market-level media campaigns. not-for-profit advertising subsidiary.726 international franchise stores in more than 60 countries. Hawaii and Canada (four). The funds remitted to DNAF are used primarily to purchase television advertising. 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. domestic stores spend additional amounts on local store marketing. Marketing operations Domestic stores contribute between 4% to 5% of their retail sales to fund national marketing and advertising campaigns advertising programs..By 12 . Additionally. In addition to the national and marketlevel advertising contributions. saturation print mailings and community involvement through school and civic organizations. These national and market-level funds are administered by Domino’s National Advertising Fund Inc.
13 .™” Over the past five years. They believe that the length and quality of relationships with suppliers provides them with priority service and quality products at competitive prices. it estimates that domestic stores have invested approximately $1. 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. Third-party suppliers The active relationships of 15 years or more with more than half of major suppliers. This is evidenced by successful previous marketing campaign with the slogan “Get the Door. Suppliers are required to meet strict quality standards to ensure food safety. the Company entered into a new arrangement with this supplier. It’s Domino’s.” and current marketing campaign with the slogan “You Got 30 Minutes. third party audits and product evaluations to ensure compliance with standards. local and co-operative advertising. we create and reinforce appowerful. among other actions. In 2007. Under this arrangement.4 billion on national. on-site visits.communicating a common brand message at the national. They review and evaluate suppliers’ quality assurance programs through. They currently purchase pizza cheese from a single supplier. local market and store levels. consistent marketing message toconsumers.
pay to the supplier an amount reflecting any benefit previously received by the Company under the new pricing terms. It license the use of registered marks to franchisees through franchise agreements. Risk Factors Risks relating to business and industry 1.alternatively. and such competition could adversely affect operating results. which includes opening new domestic and international stores. 2. 14 . 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. 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. then ability to increase revenues and operating profits could be adversely affected.
and as a result they could seek to significantly increase prices or fail to deliver. Increases in food. labor and other costs could adversely affect profitability and operating results. 9. 10.S. Changes in these preferences and perceptions may lessen the demand for products. Shortages or interruptions in the supply or delivery of fresh food products could adversely affect operating results. 11. Not having long-term contracts with certain suppliers. Any prolonged disruption in the operations of any of dough manufacturing and supply chain centers could harm business. 15 . and may be harmed by actions taken by franchisees that are outside of control. 6. Such risks and costs may differ in each country in which we do business. which would reduce sales and harm business. 8. Fluctuations in the value of the U. Loss of key personnel or inability to attract and retain new qualified personnel could hurt business and inhibit ability to operate and grow successfully. International operations subject us to additional risk. and may cause profitability to decline due to increased costs. The food service market is affected by consumer preferences and perceptions. dollar in relation to other currencies may lead to lower revenues and earnings. 5. 4.Earnings and business growth strategy depends on the success of franchisees. 7.3.
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. resulting in greater loyalty. Ordering a pizza.Australia is now averaging more than 23% of orders placed online. With a database reaching into the hundreds of thousands. pay with cash or credit and watch as their order is made right before their eyes.Marketing and sales practices. customers can select from menu. With signiﬁ cant focus on the technology side of the Domino’s business. ONLINE ADVERTISING 16 . ECLUB DATABASE Brand loyalty has also grown signiﬁcantly with eClub member database. pasta or dessert from improved menu has never been so easy. have seen some impressive results over the past 12 months. weekly Electronic Direct Mail (EDM) pieces have given us the opportunity to target offers to a store’s local area. With a click of a button. Each month tens of thousands of people join to receive special Domino’s offers and communication direct to their email box. add drinks and sides.
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. Creative ideas such as this have helped drive relevant product sales and ticket averages for online ordering. All Domino’s banner advertising. iPHONE Over the next few months Domino’s will launch a dedicated iPhone application for online ordering. 17 . 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. This Australian-ﬁrst for the pizza industry will help drive online business and cement the position as the leading innovator. includes a click through function enabling customers to place an order immediately after seeing an online banner. 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.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.
without having to remember individual store numbers. 18 . By dialling 087 12 12 12 12 from a landline. enabling customers to order pizza from their nearest store.E-Commerce In 1999. or a previously registered mobile. Domino’s launched a National Hotline. 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.dominos. customers are connected to their nearest store.co. National Hotline In 2004. Delivered pizza can be ordered via website (www. Domino’s Pizza became the first pizza delivery company in the world to offer nation-wide internet and interactive television ordering. If their number is not registered.uk) or via any of the UK’s major interactive TV services.
CARBON FOOTPRINT MEASUREMENT AND MANAGEMENT Domino’s is developing a systematic approach for the measurement of its carbon footprint in Australia. It is no easy task to assess the carbon footprint of many stores across Australia. such an approach is crucial in order to meet the challenges that lay ahead for every Australian company. Domino’s selected CarbonSystems Australia to be its sustainability partner to advise and assist Domino’s generally with sustainability matters. complete and accurate. 19 . 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. and the implementation of an automated system to ensure that ongoing data collection is timely. 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. and • the ability to disseminate information to Domino’s stakeholders in a quick. 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.automated manner. Following a review process.both the retrieval and collation of historical data to establish baseline reporting. Domino’s will be implementing CarbonSystems’ Energy and Carbon Intelligence System (ECIS) which will support us in three critical areas: • data collection and management . • the establishment of a performance management framework to track energy and carbon reduction initiatives. With the impending “carbon constrained economy”.
suppose they are late for another 6 to 10 minutes . or they would receive the pizza free and Domino's still guarantees delivery within 30 minutes. failing which the customer is given his order free of cost. 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. 500 & if they are unable to deliver the pizza within time . The Costs are very Reasonable and the foods are Hygienic and Low fat. Domino's Pizza had a guarantee that a customer would receive their pizza within 30 minutes of ordering. They offer both Non-Veg and Vegetarian home-cooked food for small Get-Together. 20 .30 Minute Guarantee: At one point. 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.
keeping the pizzas both hot and crisp.Innovating the Pizza Delivery Business Throughout the history. which keeps moisture from weakening the box. Inside the bag is 3M Thinsulate insulation.thanks to Domino's Pizza. Packaging Pizza and side order boxes account for most of the packaging used by Domino’s Pizza. corrugated pizza box. • Car-top sign . This technology keeps the pizza oven-hot during a normal delivery. Each hot bag contains a patented heating mechanism warmed via electro-magnetic energy. they have been part of innovations that have made significant impact on the pizza and delivery industries. The outer material of the bag is made with water-repellent nylon rather than the vinyl material previously used. Here’s a look at some of the innovative thinking: • Domino's HeatWave Hot Bag Domino's HeatWave. Pizza and side order boxes account for most of the packaging used by Domino’s Pizza. it's hard to miss pizza delivery cars -. hot bags were introduced in 1998. which eliminates unwanted moisture. This fact sheet focuses on Domino’s Pizza box packaging 21 . in addition to pioneering the concept of efficient delivery of made-to-order pizzas. although some small items such as dips and desserts are packaged in other materials. while preventing cheese from sticking to the top during delivery.in 3-D! Today. • A better box Domino's was the innovator behind the sturdy.
The remaining 20% is made from virgin pulp to increase the board’s strength and this is specially sourced from sustainable forests.Design Nearly 38 million pizza boxes are used by Domino’s Pizza in a year. The most important design elements are those that help keep the pizza oven-hot and fresh. Each box is also punctuated with small ventilation holes to allow steam to escape. blue and white logo. Domino’s Pizza stores create hardly any litter. Recycling & The Environment Minimum of 80% of the corrugated board used for Domino’s Pizza’s box packaging is made from recycled paper. Having said that. 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. and only water-based inks are used to create the distinctive Domino’s Pizza designs that appear on the boxes. each one bearing the unique Domino’s red. 22 . the Environment department at your local council may provide details of your nearest recycling collection point. There are many recycling points to be found locally and Domino’s encourages customers to take used box packaging to these points for recycling. Alternatively. A layer of corrugated paper encapsulated by board forms the main body of the box packaging and provides insulation. Domino’s Pizza box packaging is completely recyclable. team members are trained to keep their stores immaculately clean inside and out. 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.
place and promotion. The pizza is then topped with vine ripened tomato sauce. the customer is taken to the order form. 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.4 P’s of Marketing: Marketing includes the planning and the implementation of the marketing mix. Virtual Store: To make take home pizza ordering more convenient for the customers. Product: The very brand name “Domino’s” adds value to the products available in the store. 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. 4 P’s of marketing represent product. 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. price. choice of toppings. 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. 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. Some of these are as follows Double Decadence: Domino’s launched the first Double Decker pizza in the UK. Then the customer is taken to another page – the best part of the process – pizza. The customer can select the pizza and the 23 . mozzarella cheese and the customers. When the order online option is selected. Domino’s also takes pride on the innovation of many new products and ideas.
The price discounts available to the customers are used as a tool to attract customers into the store. The Hot bags contain a heating mechanism that is warmed by using electromagnetic energy. The pricing policy of Domino’s gives a competitive advantage to the company over its competitors. Domino’s Heat wave Bag: Domino’s Heat wave hot bag was introduced in the year 1998. SMS and online ordering. Place (Distribution Decisions): Domino’s Pizza stores are established in almost 50 countries and they have got more than 8. telephone ordering. The pizzas are delivered by way of scooters at their door step. Domino’s also follows seasonal pricing in order to attract customers and to keep an edge over its competitors. they are carried in a heat wave bag so that they can deliver hot and tasty pizzas to their customers. The distribution channel followed by the company is mostly through takeaways. In order to maintain the quality of the pizzas. 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. Price: Domino’s follows a pricing policy that is determined based on the economy of the country. This technology keeps the pizza oven-hot during the delivery. 24 . The company also has special discounts on bulk purchases.000 stores worldwide.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.
This 444 value deal contains three ten-inch pizzas with one topping for $4 each with a minimum number of three orders. The Dark Knight Deal also allows the customers to win Xbox 360 and other gaming consoles.000 cheque for having bought the Gotham City Pizza and the promotion was called The Dark Knight Deal. Dominos also allows its customers to play games by the time their food arrives.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. A customer walked out of a Florida Domino’s store with a $10. Domino’s pizza has introduced a new value meal called the 444 deal. 25 .
3) Get a hot.more than 3.000 stores in the US • Global franchise operations . 2) Build credibility by following up a promise with concrete action.Domino's Pizza SWOT Analysis: Strength • Leading pizza delivery company in the US with more than 5. 26 . cheesy promotional slice of earned media for being the first major fast food chain to adopt this safety measure. particularly in India.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. 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.
Segmentation Demographic segmentation – In demographic segmentation. Income – further segment the market based on economic groupings: Income status Upper Class 60% Middle Class 35% 27 . these demographic variables are so popular with marketers so that they are often associated with the consumer’s needs and wants.15% The companies target audience is the bachelors.30 years – 40% 31 . Age: Below 15 years . Gender – They targeted both genders.25% Above 40 years . gender.(mainly male because many males will not like to preapare food when they are single). youth and the professionals who have no time to prepare food and to grab the food as fast as possible. Here are the demographic variables have been used to segment markets.0% 15 .20 years . etc.40 years .20% 21 . we divide the market into groups on the basis of variables such as age.
Here markets are mainly divided into the rural and urban areas. 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. All the Company outlets are corporate outlets invested by the company and also managed by the company. regions. And around 250 outlets in India.In Geographic segmentation calls for the diff geographical units such as states. Area – semi urban and urban City – class-A and Class-B cities i. 28 .e.Lower class 5% Occupation self employed (superior level peoples). medium.56 regions where the pizza demand is more. metro politician cities Region -. cities and the south Asia is a one of the major geographic segmentation variables relevant for marketers. 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. officers executives. Today. not just the pizza business. Executives.Domino’s intends to penetrate completely within these markets by opening up 20-25 outlets per year in these cities. and large. Geographic segmentation Geographic segmentation is basically using the spatial location to segment the market. junior officers. Domino’s has a young and enthusiastic team of more than 2.100 employees.
and they are trying to sui with local food. 30 min delivery. Benefits – Quality. User status – Regular user Usage rate – Medium Loyalty status – Medium loyal Readiness stage – Intending to buy Attitude toward product – Enthusiastic 29 . service.Psychographic segmentation -It is the science using psychology to better understand the consumers. open to experience. In Psychographic segmentation. outdoor oriented. delivery in 30 minutes or else free. and they all ready created the brand name in consumers mind by advertisement and service i. personality or values.e. Occasions – Regular. special. buyers are divided into lifestyle. Dominos in 2005 takes the Arshad Warsi (circuit) as their brand ambassador. Lifestyle – Business class. Personality – Ambitious.
the pizza franchise is able to produce more variety in the food delivered to its customers at their door steps. Yet another strategy employed by the fast food franchise to spread their market is to portray their advertisements in an old-fashioned background. That is how the fast food franchise came up with 'Fun Meal for Four' offer. Through its 'Fun Meal for 4’ pack the Domino’s Pizza India offers four pizzas at the rate of Rs 180. The speciality food franchise has set apart Rs 50 crore for its promotional activities in 200708. 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.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. 30 . This quasi-environment is sure to make a positive impact on the semi-urban crowd who are not much familiar with the brand. This means charge of one pizza will be just Rs 45. Through this method. This has helped the speciality food franchise to enhance the strength of its customer base. The fast food franchise is willing to work harder in order to improve its growth rate in Indian market.
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 31 .
o "Mega Brand" as defined by Advertising Age o Significant.dominos. 39 instead of Rs 69. • 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.in • Discounting coupons are being provided with every item purchased.• Low pricing NEW PROMOTIONAL ACTIVITY OFFERS BY DOMINOS • With every order of pizza and coke/Garlic breadsticks get a domino’s pasta for Rs. • Web coupons available at web site www. ongoing investments in advertising result in broad consumer awareness • Domino’s are the #1 pizza delivery company 32 . • Dominos started pizzas mania which start from Rs 35 and we get the toping according to our choice.with any of the pizza mania combinations. • Dominos start providing coke/fanta/sprite.co. • 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/.
• Domino’s leadership team has a track record of success. "Domino's Pizza: You Got 30 Minutes™ • They have a large and growing international presence.o Largest share of pizza delivery channel o Reinforced by our well-known slogan. o Operate in over 60 countries • They operate a profitable. 33 . value-added supply chain system.
CONCLUSION It has successfully established its market because of Their best services Employee's behavior Localizing the menu Pricing strategy Delivery System Advertising strategy 34 .
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